Geometry Global and Lucky Iron Fish Swim to Victory at Cannes
Win Grand Prix in Product Design at Festival of Creativity Young Agency Has Already Won 20 Awards at the Festival
(firmenpresse) - CANNES, FRANCE -- (Marketwired) -- 06/24/15 -- Two year-old WPP agency Geometry Global and client Lucky Iron Fish tonight collected their first ever Grand Prix for the campaign at the Cannes Lions International Festival of Creativity. The campaign was also supported by Memac Ogilvy.
The Lucky Iron Fish campaign, which won in the Product Design category, is an initiative to combat iron deficiency in Cambodia. Research showed that cooking with a block of iron allows iron to be absorbed naturally into food. But cooking with a block of iron was unappealing, so the campaign created an iron fish (a cultural symbol of hope and good luck) to encourage people to use it in their cooking. Launched in Cambodia in October 2014, the fish yielded a 50% drop in iron deficiency after nine months and garnered 2.6 billion global media impressions.
Geometry Global Dubai and Memac Ogilvy worked with Lucky Iron Fish to take the idea to market. Dr. Alastair Summerlee, Chair of the Board for Lucky Iron Fish, commented, "It's great to have an idea that transforms health, but we needed someone to transform the business in order to make it successful."
Lucky Iron Fish, in collaboration with Geometry Global, now have ambitions to extend the benefits of the project beyond Cambodia. Gavin Armstrong, CEO of Lucky Iron Fish, added, "With Geometry Global's support we have been able to revolutionize our sales. We went from selling 100 fish a month online to 100 fish an hour. It's our ultimate ambition to put a fish in every pot and together we believe we can achieve that."
Steve Harding, Global CEO of Geometry Global, said of the win, "We're so proud to be a part of Lucky Iron Fish's amazing success story. All of our successes this week are a testament to the hard work that has gone into building our reputation from the ground up. Congratulations to the winning team!"
Jon Hamm, Global Chief Creative Officer of Geometry Global, added: "These wins show the power of innovative ideas that convert. Each award-winning case includes a powerful idea that inspires people to change their habits and behavior, and this is what is being recognized here this week."
Tham Khai Meng, Worldwide Chief Creative Officer at Ogilvy & Mather, said: "The Lucky Iron Fish is a triumph of product design and we feel privileged to have played our part in bringing it to the people of Cambodia. Congratulations to all the creative professionals who put their design talents to such good use. From iron to gold to grand prix. It's pure alchemy!"
In addition, Geometry Global Colombia today won Gold for Priceless Weapons in the Design category. This brings the agency's total medal haul so far to 20. The agency, which celebrated its 2nd birthday on June 21st 2015, have already shattered last year's award count.
Geometry's total wins include one Grand Prix, four gold, eight silver and seven bronze across the categories of Promo & Activation, Media, Product Design, Design, PR, Mobile, Direct and also Health Lions.
Design
Lucky Iron Fish
Grand Prix in Product Design
Priceless Weapons
GOLD in Design
Lucky Iron Fish (Dubai)
In a bid to tackle iron deficiency in Cambodia, it was discovered that cooking with a block of iron can help increase iron intake. The challenge was to encourage people to cook with that block of iron but by shaping it into a fish (a symbol of good luck in Cambodia) its usage was encouraged. The outcome was a 50% drop in iron deficiency after 9 months and 2.6 billion global media impressions.
Priceless Weapons (Bogota)
In the Caribbean, Lionfish were eating crucial species that were endangering the livelihood of local fisherman. In an effort to control the control the population and capture the poisonous fish for sale, using recycled materials that cut costs by over 96%.
Geometry Global is an award-winning, multi-practice marketing agency that influences people's buying behaviour with transformative creative solutions informed by rich data and sharp insights -- pivotal ideas. Using cutting edge insight tools to map and anaylse people's Purchase Decision Journeys, the agency develops programmes that drive conversion and measurably impact client business. With teams in 56 markets, Geometry Global is the largest and most international agency of its kind and has expertise in shopper, brand, relationship, digital, experiential, promotional and trade marketing. Geometry Global is a WPP company. (NASDAQ: WPPGY).
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Kathleen Ruane
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Datum: 24.06.2015 - 21:15 Uhr
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