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BY
A BEHAVIOURAL
BREAKDOWN
OF 8 CLIO AWARD WINNERS
BY
THE INSIGHTS BEHIND THE ADS
Running since 1960, the Clio Awards
recognises innovation and creative
excellence in advertising, design and
communication. But what about the
behaviours and trends that underpin the
winning messages?
At Canvas8 we always want to know why.
Why did a middle-aged woman in a bad wig
selling pretzels go viral? Why did Rick Ross
buy a Checkers franchise? Why can everyone
relate to a woman in a designer dress losing it
at a fancy dinner?
Discover the human insights that underpin
eight winning campaigns from the 2017
Clio Awards.
UNCENSORED
SELVES
BODYFORM GETS
BLOODY REAL
ABOUT PERIODS
NAME OF THE CAMPAIGN:
BLOOD
AGENCY BEHIND THE AD:
AMVBBDO
The beauty industry has long presented
the body as something that needs to
be fixed or worked on. But as society
becomes more tolerant of ‘different’,
the body is being embraced in all its
natural glory. Bodyform’s ‘Blood’ advert
swapped clichés and metaphorical
blue liquid for the tagline ‘No blood
should hold us back’, featuring images
of sportswomen with gashed faces and
bleeding noses.
THERE ARE
3.5 MILLION
#BODYPOSITIVE
POSTS ON INSTAGRAM
Instagram, 2017
Tweet me
BOY
TALK
GILLETTE CELEBRATES
MALE VULNERABILITY
NAME OF THE CAMPAIGN:
HANDLE WITH CARE
AGENCY BEHIND THE AD:
GREY NEW YORK
Shifting gender norms have turned
traditional concepts of masculinity on
their head. The advert for the launch
of Gillette’s TREO, a razor designed
for assisted shaving, reflects this by
showing Kristian Rex, a New Jersey
man, care for his elderly father. As he
gently washes, dresses and shaves
his dad, the spot portrays men as
individuals who are not afraid to take
on more traditionally feminine roles.
DESPITE 78% OF MEN
SAYING IT’S OKAY
FOR BOYS TO CRY,
76% ADMIT USING
PHRASES LIKE
‘MAN UP’ AND
‘BE A MAN’
TOWARDS THEM
SheKnows Media, 2015
Tweet me
PATRIOTIC
PURCHASES
BUDWEISER WEARS
ITS PATRIOTISM
ON ITS SLEEVE
NAME OF THE CAMPAIGN:
BUDWEISER AMERICA
AGENCY BEHIND THE AD:
JONES KNOWLES RITCHIE
39%
OF AMERICANS
BUY ‘MADE IN AMERICA’
SIMPLY BECAUSE THEY ARE
PROUD TO BE AMERICANS
Canvas8, 2017
With two million US manufacturing jobs
disappearing following the recession,
‘Made in America’ is a more valuable
label than ever, pushing patriots to
put their money where their mouth is.
So, in the lead up to the 2016 election,
Budweiser temporarily renamed itself
‘America’ and plastered the Pledge of
Allegiance on to its packaging, putting
national pride into drinkers’ hands.
Tweet me
BRANDED
COMEBACKS
SNYDER’S OF HANOVER
TROLLS AMERICAN
SNACKERS
NAME OF THE CAMPAIGN:
PRETZELS, BABY
AGENCY BEHIND THE AD:
BARTON F. GRAF 9000
Now that trolls are everywhere online,
brands are faced with a choice – ignore
or engage. Snyder’s of Hanover took a
leaf out of the troll playbook, using a
comical, middle-aged spokeswoman.
The ‘Pretzels, Baby’ lady took her tough
tone to Twitter armed with borderline-
aggressive comeback videos for those
doubting the superiority of pretzels,
culminating in a Twitter war with TV
personality Andy Richter.
ONE IN THREE
AMERICANS HAS
ACTED MALICIOUSLY
TOWARDS A
STRANGER ONLINE
YouGov, 2014
Tweet me
INFO
FILTERS
DANISH TV CHANNEL TV2
CLOSES THE GAP
BETWEEN ‘US’ AND ‘THEM’
NAME OF THE CAMPAIGN:
ALL THAT WE SHARE
AGENCY BEHIND THE AD:
&Co. / NoA
41%OF AMERICANS HAVE
CHANGED THEIR SOCIAL
MEDIA HABITS SINCE THE
ELECTION IN NOVEMBER 2016
YouGov, 2017
With populations increasingly
polarised, softer messages of inclusivity
are striking a chord, especially those
that embrace different perspectives.
Danish TV channel TV2 tapped into this
by celebrating the common ground.
It split diverse Danes into arbitrary
groups such as ‘those who were the
class clown’ and ‘those who are lonely’,
and demonstrated how a shared sense
of humour – or heartbreak – can break
down barriers.
Tweet me
SHARED
VALUES
CHECKERS AND RICK ROSS
‘BUY BACK THE BLOCK’
FOR THE COMMUNITY
NAME OF THE CAMPAIGN:
BUY BACK THE BLOCK
AGENCY BEHIND THE AD:
FITZGERALD & CO
85%
OF BRITONS
BELIEVE BRANDS
HAVE A DUTY TO
IMPROVE PEOPLE’S
QUALITY OF LIFE
Havas Media, 2015
Chain franchises are often seen as
faceless big-box businesses, and are
not readily regarded as having integrity
and a wider purpose. In Checkers’ ‘Buy
Back the Block’ campaign, rap mogul
Rick Ross purchases the Checkers
franchise he used to hang out in
as a teen, stating that it was about
“Providing jobs. Investing back into
the community. Staying in touch with
where you from.”
Tweet me
UNCLEAR
FAMILIES
IKEA KITS OUT
BROKEN HOMES
NAME OF THE CAMPAIGN:
EVERY OTHER WEEK
AGENCY BEHIND THE AD:
AKESTAM HOIST NOA
ONLY HALF OF
MARRIAGES IN THE US
MAKE IT PAST
20 YEARS
National Survey of
Family Growth, 2017
Around 25,000 marriages in Sweden
end in divorce each year. Yet despite
the decline of the nuclear family, few
adverts depict the reality of many
modern households. In ‘Every Other
Week’, IKEA Sweden tackled one small
element of life post-divorce – the two
bedrooms of Leon, a young boy whose
parents have separated. In an attempt
to make an unusual situation feel more
familiar, Leon’s dad has decorated his
new room with IKEA furniture that’s
identical to his other bedroom.
Tweet me
PRESSURE
VALVE
KENZO UNDERSTANDS
THE NEED FOR
A PRESSURE VALVE
NAME OF THE CAMPAIGN:
MY MUTANT BRAIN
AGENCY BEHIND THE AD:
MJZ
TWO THIRDS
OF AMERICANS
ARE STRESSED
ABOUT THEIR
FUTURE
American Psychological
Association, 2017
Increasing pressures to eat healthily,
live ethically and be successful have
fuelled demand for a means of escape.
In Kenzo’s ‘My Mutant Brain’, dancer
Margaret Qualley is initially shown
smiling politely through a glamorous,
but dreary, awards ceremony. Then,
after excusing herself, she lets out the
inner rage she has been suppressing
through a manic and beautiful dance.
Fatigued by impossible expectations,
people are partaking in a universal
backlash, and Qualley – screaming
silently into the camera – is a perfect
figurehead.
Tweet me
WANT MORE?
YOU CAN EXPLORE
THE FULL REPORT
FOR FREE HERE
To discover more about behavioural insights www.canvas8.com

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A behavioural breakdown of 8 Clio Awards winners

  • 1. BY A BEHAVIOURAL BREAKDOWN OF 8 CLIO AWARD WINNERS BY
  • 2. THE INSIGHTS BEHIND THE ADS Running since 1960, the Clio Awards recognises innovation and creative excellence in advertising, design and communication. But what about the behaviours and trends that underpin the winning messages? At Canvas8 we always want to know why. Why did a middle-aged woman in a bad wig selling pretzels go viral? Why did Rick Ross buy a Checkers franchise? Why can everyone relate to a woman in a designer dress losing it at a fancy dinner? Discover the human insights that underpin eight winning campaigns from the 2017 Clio Awards.
  • 3. UNCENSORED SELVES BODYFORM GETS BLOODY REAL ABOUT PERIODS NAME OF THE CAMPAIGN: BLOOD AGENCY BEHIND THE AD: AMVBBDO
  • 4. The beauty industry has long presented the body as something that needs to be fixed or worked on. But as society becomes more tolerant of ‘different’, the body is being embraced in all its natural glory. Bodyform’s ‘Blood’ advert swapped clichés and metaphorical blue liquid for the tagline ‘No blood should hold us back’, featuring images of sportswomen with gashed faces and bleeding noses. THERE ARE 3.5 MILLION #BODYPOSITIVE POSTS ON INSTAGRAM Instagram, 2017 Tweet me
  • 5. BOY TALK GILLETTE CELEBRATES MALE VULNERABILITY NAME OF THE CAMPAIGN: HANDLE WITH CARE AGENCY BEHIND THE AD: GREY NEW YORK
  • 6. Shifting gender norms have turned traditional concepts of masculinity on their head. The advert for the launch of Gillette’s TREO, a razor designed for assisted shaving, reflects this by showing Kristian Rex, a New Jersey man, care for his elderly father. As he gently washes, dresses and shaves his dad, the spot portrays men as individuals who are not afraid to take on more traditionally feminine roles. DESPITE 78% OF MEN SAYING IT’S OKAY FOR BOYS TO CRY, 76% ADMIT USING PHRASES LIKE ‘MAN UP’ AND ‘BE A MAN’ TOWARDS THEM SheKnows Media, 2015 Tweet me
  • 7. PATRIOTIC PURCHASES BUDWEISER WEARS ITS PATRIOTISM ON ITS SLEEVE NAME OF THE CAMPAIGN: BUDWEISER AMERICA AGENCY BEHIND THE AD: JONES KNOWLES RITCHIE
  • 8. 39% OF AMERICANS BUY ‘MADE IN AMERICA’ SIMPLY BECAUSE THEY ARE PROUD TO BE AMERICANS Canvas8, 2017 With two million US manufacturing jobs disappearing following the recession, ‘Made in America’ is a more valuable label than ever, pushing patriots to put their money where their mouth is. So, in the lead up to the 2016 election, Budweiser temporarily renamed itself ‘America’ and plastered the Pledge of Allegiance on to its packaging, putting national pride into drinkers’ hands. Tweet me
  • 9. BRANDED COMEBACKS SNYDER’S OF HANOVER TROLLS AMERICAN SNACKERS NAME OF THE CAMPAIGN: PRETZELS, BABY AGENCY BEHIND THE AD: BARTON F. GRAF 9000
  • 10. Now that trolls are everywhere online, brands are faced with a choice – ignore or engage. Snyder’s of Hanover took a leaf out of the troll playbook, using a comical, middle-aged spokeswoman. The ‘Pretzels, Baby’ lady took her tough tone to Twitter armed with borderline- aggressive comeback videos for those doubting the superiority of pretzels, culminating in a Twitter war with TV personality Andy Richter. ONE IN THREE AMERICANS HAS ACTED MALICIOUSLY TOWARDS A STRANGER ONLINE YouGov, 2014 Tweet me
  • 11. INFO FILTERS DANISH TV CHANNEL TV2 CLOSES THE GAP BETWEEN ‘US’ AND ‘THEM’ NAME OF THE CAMPAIGN: ALL THAT WE SHARE AGENCY BEHIND THE AD: &Co. / NoA
  • 12. 41%OF AMERICANS HAVE CHANGED THEIR SOCIAL MEDIA HABITS SINCE THE ELECTION IN NOVEMBER 2016 YouGov, 2017 With populations increasingly polarised, softer messages of inclusivity are striking a chord, especially those that embrace different perspectives. Danish TV channel TV2 tapped into this by celebrating the common ground. It split diverse Danes into arbitrary groups such as ‘those who were the class clown’ and ‘those who are lonely’, and demonstrated how a shared sense of humour – or heartbreak – can break down barriers. Tweet me
  • 13. SHARED VALUES CHECKERS AND RICK ROSS ‘BUY BACK THE BLOCK’ FOR THE COMMUNITY NAME OF THE CAMPAIGN: BUY BACK THE BLOCK AGENCY BEHIND THE AD: FITZGERALD & CO
  • 14. 85% OF BRITONS BELIEVE BRANDS HAVE A DUTY TO IMPROVE PEOPLE’S QUALITY OF LIFE Havas Media, 2015 Chain franchises are often seen as faceless big-box businesses, and are not readily regarded as having integrity and a wider purpose. In Checkers’ ‘Buy Back the Block’ campaign, rap mogul Rick Ross purchases the Checkers franchise he used to hang out in as a teen, stating that it was about “Providing jobs. Investing back into the community. Staying in touch with where you from.” Tweet me
  • 15. UNCLEAR FAMILIES IKEA KITS OUT BROKEN HOMES NAME OF THE CAMPAIGN: EVERY OTHER WEEK AGENCY BEHIND THE AD: AKESTAM HOIST NOA
  • 16. ONLY HALF OF MARRIAGES IN THE US MAKE IT PAST 20 YEARS National Survey of Family Growth, 2017 Around 25,000 marriages in Sweden end in divorce each year. Yet despite the decline of the nuclear family, few adverts depict the reality of many modern households. In ‘Every Other Week’, IKEA Sweden tackled one small element of life post-divorce – the two bedrooms of Leon, a young boy whose parents have separated. In an attempt to make an unusual situation feel more familiar, Leon’s dad has decorated his new room with IKEA furniture that’s identical to his other bedroom. Tweet me
  • 17. PRESSURE VALVE KENZO UNDERSTANDS THE NEED FOR A PRESSURE VALVE NAME OF THE CAMPAIGN: MY MUTANT BRAIN AGENCY BEHIND THE AD: MJZ
  • 18. TWO THIRDS OF AMERICANS ARE STRESSED ABOUT THEIR FUTURE American Psychological Association, 2017 Increasing pressures to eat healthily, live ethically and be successful have fuelled demand for a means of escape. In Kenzo’s ‘My Mutant Brain’, dancer Margaret Qualley is initially shown smiling politely through a glamorous, but dreary, awards ceremony. Then, after excusing herself, she lets out the inner rage she has been suppressing through a manic and beautiful dance. Fatigued by impossible expectations, people are partaking in a universal backlash, and Qualley – screaming silently into the camera – is a perfect figurehead. Tweet me
  • 19. WANT MORE? YOU CAN EXPLORE THE FULL REPORT FOR FREE HERE To discover more about behavioural insights www.canvas8.com