Winners & Shortlists

NO TO YES

TitleNO TO YES
BrandPROCTER & GAMBLE NORDIC
Product/ServiceHAND DISHWASH YES
Category C01. FAST MOVING CONSUMER GOODS (INCL. ALCOHOLIC & NON-ALCOHOLIC DRINKS)
Entrant Company DDB STOCKHOLM, SWEDEN
Advertising Agency DDB STOCKHOLM, SWEDEN
Media Agency MEDIACOM Stockholm, SWEDEN
Production Company TOP HAT Stockholm, SWEDEN
Credits
Name Company Position
Jerker Fagerström DDB Stockholm Creative Director
Peter Kamstedt DDB Stockholm Business Director
Charlotta Hallgren DDB Stockholm Account Manager
Fredrik Simonsson DDB Stockholm Art Director
Magnus Jakobsson DDB Stockholm Copywriter
Peter Danielsson DDB Stockholm Graphic Design/Final Art
Matilda Jacobsson DDB Stockholm Graphic Design/Final Art
Niklas Andersson DDB Stockholm Graphic Designer/Final Art
Christian Björnerhag DDB Stockholm Retouch Artist
Anna Hellenberg DDB Stockholm Print Buyer
Petter Eriksson DDB Stockholm Senior Digital Designer
August Björnberg DDB Stockholm Digital Developer
Carl Nordling DDB Stockholm Digital Director

The Brief

Many Swedes love Yes, it´s a very popular brand in Sweden. P&G wanted something that said " we love you for loving us ", to underline the power of Yes and it´s popularity.

Creative Execution

The solution was to find a way to brag about the popularity of Yes without having to drive in the lame lane when it comes to communicating it. That´s why focusing on the few that for whatever reason say no to Yes was far more interesting that focusing on the millions who love it. Using only the strong name turned on it´s head as a "brand carrier" in the communcation was simple and funny.

Describe the creative solution to the brief/objective.

Procter and Gambles dishwashing liquid YES (Fairy) is hugely popular in Sweden. The problem is that some people, apparently, still say no to Yes. That´s why we launched a campaign to find these consumers and offer them an "alternative"; No. Voilá! Problem fixed - The power of Yes for people who say no to Yes. Being a brand campaign for Yes, the desired outcome is to present Yes as the strongest dishwashing liquid brand in Sweden, without having to say "Hey, look how effective it is" by the usual product demos and whatnot. The campaign is still ongoing.

Results

The campaign is still ongoing but to this day the entire edition of No has been ordered from our campaign-site, hopefully changing the minds of some of the people who say no to Yes. And let´s not forget putting a smile on the lips of everyone who says Yes to Yes. The ROI is massive, considering this was as close to a non-budget campaign that P&G ever comes.