ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Category
Crisis Management
Annual ID
OSA21_PR006B
Description
When Cadbury released Caramilk in Australia for a limited time in 2018, it became so popular and coveted, it sold on eBay for more than 20 times the recommended retail price. As we prepared for the official launch of Caramilk, our supply will surpass the demand. So, before people could scalp the new release on eBay, we beat them to it. We flooded the market with more than 150 times as many eBay listings as the scalpers. People stormed the site and we sold out in record time. But then, we saw our buyers turn into scalpers. So, we relisted Caramilk on eBay. Permanently. And the scalpers’ listings began to disappear. Unsold.
2021 Awards
Total Points: 6
Bronze Award
Credits
Agency
Ogilvy Australia
Art Director
Ben Ryding
Writer
Rebecca Matlioski
Chief Technology Officer
Jason Davey
Executive Creative Director
David Ponce de Leon
Group Creative Director
Josh Murrell
Sharon Condy
Digital Producer
Bridget Pringle
Experience Design Lead
Andrew Vohmann
Group Account Director
Bianca Kerr
Managing Partner
Danielle Chapman
Senior Account Manager
Niketh Raghavan
Senior Digital Designer
Keith Margus
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