Procter & Gamble’s Duracell brand and its agency Saatchi and Saatchi received top honors, last night, winning the first ever, Best in Show award in the Multicultural Excellence Awards competition for “Trust Your Power”. The ad portrays the resilient story of Derrick Coleman, the first legally deaf player to be part of an NFL offense and a fullback with the Seattle Seahawks. The story line: Coleman, like Duracell, is driven by power.
In addition, 10 companies, and their agencies, were presented with grand prizes for industry leading advertising across 10 categories. The awards ceremony was held during the ANA’s (Association of National Advertisers) Multicultural Marketing and Diversity Conference.
Now in its 14th year, the 2014 Multicultural Excellence Awards recognize client side marketers and their agency, or media partners, who produced industry leading multicultural advertising campaigns between June 2013 and June 2014. This year’s competition, open to both ANA members and non-members, received a record 215 entries.
The 2014 grand prize brand and agency winners in each of the categories are as follows:
Category: Brand: Agency:
African American NBA GlobalHue, The Marketing Arm & Cultur8
Asian Godiva Chocolatier IW Group Inc. (tie)
Verizon Wireless AdAsia Communications, Inc. (tie)
Digital Media Dallas Pets Alive! Dieste
Hispanic Allstate Insurance Company Lapiz
LGBT Honey Maid Droga5
People with Duracell Saatchi and Saatchi
Disabilities (Procter & Gamble)
Print Special Olympics Texas LatinWorks
Radio Tecate iNSPIRE!
Significant Results Dallas Pets Alive! Dieste
Total Market The Coca-Cola Company Wieden + Kennedy
The Best in Show award is given to the best of the grand prize winners in all 10 categories.
“We’re proud to honor the grand prize and best in show winners and their agencies who implemented such tremendous multicultural campaigns,” said Bob Liodice, ANA president and CEO. “The companies are trend-setting leaders whose sound strategies and success have further raised the industry’s bar in multicultural work.”