Latest news with #TheOtherHand
Time of India
23-06-2025
- Automotive
- Time of India
Eye for the outcome
The Cannes Lions International Festival of Creativity acknowledges creative work across various award levels, including silvers and bronzes, in addition to Grand Prix winners. As part of ' BE Extraordinary ,' a series with Harsh Kapadía, CCO, Grey India , we examine campaigns notable for their execution and outcomes. This segment focuses on the Creative Business Transformation category, presenting initiatives where creativity contributed to significant changes in business models, operations, or market presence, resulting in measurable effects for brands. Cars to Work - Renault, Publicis Conseil Renault, in collaboration with Publicis Conseil, executed a comprehensive, long-term strategy that exemplifies "Creative Business Transformation." Facing a significant loss of traditional market share and encountering public resistance towards electric vehicles, Renault made a strategic decision to fundamentally shift its primary focus towards electric car production. Prior to the mass launch of its new electric car models, Renault undertook various strategic initiatives designed to build market momentum and cultivate a strong public association with electric vehicles. These included the establishment of widely accessible charging stations, a move aimed at alleviating range anxiety and infrastructure concerns. They also proactively shared comprehensive crash test data for electric cars, addressing safety perceptions and building consumer confidence. Furthermore, Renault actively participated in developing fully electric urban zones, demonstrating the practical application and benefits of electric mobility in real-world environments. This comprehensive and integrated approach aimed to effectively position Renault as a pioneer and a leader in the electric mobility sector, systematically preparing the market for their upcoming vehicle rollout, and fundamentally transforming public perception of the brand's profound commitment to electric technology. The Other Hand - Cheetos / Frito-Lay, Goodby Silverstein and Partners The campaign titled "The Other Hand," developed by Frito-Lay in collaboration with Goodby Silverstein and Partners, represents a key component of a broader, multi-year creative business transformation strategy for Cheetos. This initiative ingeniously re-positioned a commonly perceived drawback of eating Cheetos — the distinctive orange, cheesy residue left on fingers, officially termed " Cheetle " — into a central and celebrated brand asset. Instead of attempting to eliminate this characteristic, which might have been viewed as messy by some consumers, Cheetos strategically embraced and highlighted it as an integral and unique part of the product experience. Their sustained approach involved officially naming this orange powder "Cheetle" to give it a recognised identity. "The Other Hand" and subsequent campaigns humorously illustrated various scenarios where having "Cheetle-covered fingers" could be advantageous, such as providing a convenient excuse to avoid undesirable tasks by relying on the clean "other hand." Another facet explored how the very concept of "hands-free" technology was playfully presented as being inspired by the need to avoid getting Cheetle on things. This consistent and creative strategy successfully shifted a potential negative perception into a highly positive and distinctive brand identifier, significantly contributing to consistent brand growth and fundamentally transforming how this unique product trait was perceived by consumers. (At BE Extraordinary, a series about the winners at Cannes Lions in collaboration with Harsh Kapadia, CCO, Grey India, we peer outside the Grand Prix, and look at clutter breaking work that picked the silvers and the bronzes, but don't often get discussed.)
Malaysian Reserve
07-06-2025
- Business
- Malaysian Reserve
GOODBY SILVERSTEIN & PARTNERS TAKES HOME "BEST OF SHOW" AT THE 2025 AAF AMERICAN ADVERTISING AWARDS
'The Other Hand' for Cheetos Wins Best of Show; Work From BYU AdLab for Crayola Captures Best of Show in the Student Competition WASHINGTON, June 7, 2025 /PRNewswire/ — A campaign from Goodby Silverstein & Partners for Cheetos ('The Other Hand') was named 'Best of Show' at the 2025 American Advertising Awards, sponsored by AAF. The winner was announced at a Gala Awards Ceremony as part of AAF's ADMERICA annual conference held in Pittsburgh, PA. The event was hosted by Nina Parker, the Emmy-nominated television personality. Work from BYU AdLab for Crayola ('Ink Up, Wash Out') was named 'Best of Show' winner in the Student portion of the competition. The American Advertising Awards are widely acknowledged as the largest and most representative competition of its kind. Campaigns need to advance through both local and regional levels of the three-tier competition before they can become eligible for the national prize. In all, just 51 Gold ADDYs were awarded among Professionals. 'Competition in the ADDYs gives us a chance to see how we stack up against the best in the business,' said Chris Beresford-Hill, Worldwide Chief Creative Officer at BBDO who served as the first-ever Competition Chair for this Year's American Advertising Awards. 'It's exciting to measure our work against the industry's top talents and learn from what others are doing. It pushes us all to elevate our game.' He added, 'I'm thrilled to see so much exceptional work being recognized through the ADDYs. Celebrating these achievements not only highlights our creativity but also reinforces the impact of effective advertising on our clients' success.' 'The Other Hand' campaign notes how '99% of people eat Cheetos with their dominant hand. Using your other hand? It's a Cheetos thing.' It's the second time in the past three years that work for Cheetos from Goodby Silverstein & Partners has taken home 'Best of Show.' In addition to the overall 'Bests of Show,' other notable campaigns recognized at this year's American Advertising Awards included: Special Judges Awards were presented to Rise and Shine & Partners for 'Supercuts Real Dumb Coupon' for Regis Corporation; Goodby Silverstein & Partners for 'Ask Dali' for the Dali Museum; and BBDO Worldwide for 'Tail Orchestra' for Pedigree Three Mosaic ADDYs for work that exemplifies a spirit of diversity and inclusion were presented to Whiskey Design for its 'Artisan Remix Can Series' for Vine Street Brewing; Cannonball, for the 'Superhero Project' for Superhero Project; and Harris Media Company for 'When We Got the Call' for the LifeCenter Organ Donor Network You can view these Special Awards, along with all of the winning work, at Summing up, Beresford-Hill said, 'Congratulations to all the winners of this year's ADDY Awards! Your creativity and hard work exemplify the best of our industry. You've set the bar high for all of us!' ABOUT AAF The AAF's Board of Directors guides and oversees the Federation's signature events and initiatives, including the Advertising Hall of Fame, Advertising Hall of Achievement, American Advertising Awards, Advertising Day on the Hill, Most Promising Multicultural Students Program, and HBCUs for Advertising – all serving the Federation's 35,000+ professional members nationwide, 4,000+ students and educators, and more than 60+ corporate members spanning media and tech companies, advertisers and agencies. Established in 1905, the American Advertising Federation (AAF), acts as 'The Unifying Voice for Advertising.' Visit
Yahoo
07-06-2025
- Business
- Yahoo
GOODBY SILVERSTEIN & PARTNERS TAKES HOME "BEST OF SHOW" AT THE 2025 AAF AMERICAN ADVERTISING AWARDS
"The Other Hand" for Cheetos Wins Best of Show; Work From BYU AdLab for Crayola Captures Best of Show in the Student Competition WASHINGTON, June 7, 2025 /PRNewswire/ -- A campaign from Goodby Silverstein & Partners for Cheetos ("The Other Hand") was named "Best of Show" at the 2025 American Advertising Awards, sponsored by AAF. The winner was announced at a Gala Awards Ceremony as part of AAF's ADMERICA annual conference held in Pittsburgh, PA. The event was hosted by Nina Parker, the Emmy-nominated television personality. Work from BYU AdLab for Crayola ("Ink Up, Wash Out") was named "Best of Show" winner in the Student portion of the competition. The American Advertising Awards are widely acknowledged as the largest and most representative competition of its kind. Campaigns need to advance through both local and regional levels of the three-tier competition before they can become eligible for the national prize. In all, just 51 Gold ADDYs were awarded among Professionals. "Competition in the ADDYs gives us a chance to see how we stack up against the best in the business," said Chris Beresford-Hill, Worldwide Chief Creative Officer at BBDO who served as the first-ever Competition Chair for this Year's American Advertising Awards. "It's exciting to measure our work against the industry's top talents and learn from what others are doing. It pushes us all to elevate our game." He added, "I'm thrilled to see so much exceptional work being recognized through the ADDYs. Celebrating these achievements not only highlights our creativity but also reinforces the impact of effective advertising on our clients' success." "The Other Hand" campaign notes how "99% of people eat Cheetos with their dominant hand. Using your other hand? It's a Cheetos thing." It's the second time in the past three years that work for Cheetos from Goodby Silverstein & Partners has taken home "Best of Show." In addition to the overall "Bests of Show," other notable campaigns recognized at this year's American Advertising Awards included: Special Judges Awards were presented to Rise and Shine & Partners for "Supercuts Real Dumb Coupon" for Regis Corporation; Goodby Silverstein & Partners for "Ask Dali" for the Dali Museum; and BBDO Worldwide for "Tail Orchestra" for Pedigree Three Mosaic ADDYs for work that exemplifies a spirit of diversity and inclusion were presented to Whiskey Design for its "Artisan Remix Can Series" for Vine Street Brewing; Cannonball, for the "Superhero Project" for Superhero Project; and Harris Media Company for "When We Got the Call" for the LifeCenter Organ Donor Network You can view these Special Awards, along with all of the winning work, at Summing up, Beresford-Hill said, "Congratulations to all the winners of this year's ADDY Awards! Your creativity and hard work exemplify the best of our industry. You've set the bar high for all of us!" ABOUT AAF The AAF's Board of Directors guides and oversees the Federation's signature events and initiatives, including the Advertising Hall of Fame, Advertising Hall of Achievement, American Advertising Awards, Advertising Day on the Hill, Most Promising Multicultural Students Program, and HBCUs for Advertising – all serving the Federation's 35,000+ professional members nationwide, 4,000+ students and educators, and more than 60+ corporate members spanning media and tech companies, advertisers and agencies. Established in 1905, the American Advertising Federation (AAF), acts as "The Unifying Voice for Advertising." Visit View original content to download multimedia: SOURCE American Advertising Federation Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
