Downy PH Team Wins 2015 ABBA Awards Downy PH Team Wins 2015 ABBA Awards
And the highest ABBA Awards goes to… P&G and Campaigns & Grey’s Downy Team.
August 31, 2015
After winning the President’s Award back in 2008 and in the 2014 Asia Brand Building Awards (ABBA), the Downy Team of Procter & Gamble (P&G) and Campaigns & Grey (C&G) repeats this same feat for the third time in 2015.
The President’s Award, the highest honor handed out in the ABBAs, is based on three key criteria: first, it must be a ‘Big Idea’ based on the strongest consumer insight and translated into creative content; second, it must demonstrate brand superiority in market; and third, it must deliver break-through business results.
“The two biggest winning factors for Downy are great life insights and a collaborative spirit.,” according to Rizzo Tangan, Executive Creative Director of C&G. “The ever-passionate and inspiring team on the brand is a critical part of its success,” adds Dette Rome, C&G’s Senior Vice President for Account Service. “Their tireless efforts help propel Downy to where it is today,”
“This was no easy task,” narrates Dette Rome. “Our challenge has always been how to keep Downy relevant in a highly competitive market, which includes even detergents that promise ‘fabric conditioner’ benefits.” Rizzo cites another obstacle: “We had to be able to keep the stories simple enough for 15s.”
On the bright side, the Downy team was given the golden chance to dramatize the story in a more engaging way on ivideo, and to co-own the story with the director – a key element to their win.
Looking ahead, Dette knows that the standards that the Downy Team has set will keep getting higher: “Downy is one of the fastest growing P&G brands globally. So the pressure to keep the momentum going gets tougher each year. Winning the award 3 times adds to the pressure!”