ANA Multicultural Excellence Awards Winners

The ANA Multicultural Excellence Awards celebrate the best multicultural advertising campaigns. The awards, sponsored by the ANA Multicultural Marketing and Diversity Committee, raise awareness and exposure of the outstanding work being done in the areas of African-American, Asian, Hispanic, LGBT, People with Disabilities and Total Market advertising.

ANA member and non-member companies, their agencies, or their media companies may enter.

2016 Grand Prize Winners

BEST IN SHOW

STAY CONNECTED

Duracell created a campaign to encourage those with undiagnosed hearing loss to seek help.

 


AFRICAN-AMERICAN

ASIAN

AUDIO

BUSINESS-TO-BUSINESS

ALL NIGHTER & SLANG
DID YOU EAT YET?
CAN I BRING IT
THE RISE OF FUTBOL IN AMERICA

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McDonald's leveraged a largely undiscussed cultural insight to connect with Asian-Americans and help them tell loved ones how much they meant.

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DIGITAL, SOCIAL & MOBILE

EXPERIENTIAL MARKETING

HISPANIC

LGBT

SAL A JUGAR- HIJACKED BANNER
MAKE THE MOMENT HAPPEN - COFFEEBREAKS SOCIAL EXPERIMENT
TATTOO CAN
OUR STORY

Toyota partnered with Bass Pro Shop to deliver hyper-relevant targeted banner ads based on the items the consumer was shopping for at the outdoor retailer's site.

NESCAFÉ Clásico drove brand preference among U.S. Hispanic consumers with an experiential campaign featuring international superstar Ricky Martin.

To celebrate Hispanic Heritage month, Coca-Cola emblazoned cans with transferable temporary tattoos personalized with common Latino last names.

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PEOPLE WITH DISABILITIES

PRINT

SIGNIFICANT RESULTS

TOTAL MARKET

STAY CONNECTED
BLACK HISTORY MONTH - THE NEXT G.O.A.T. (GREATEST OF ALL TIME)
DIABETES CARE KIT - HEALTHY INSPIRATIONS FOR EVERY GIRL
KLEENEX TIMELY CARE 2.0

Duracell created a campaign to encourage those with undiagnosed hearing loss to seek help.

 

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In keeping with American Girl's ongoing commitment to represent all girls, the brand launched and promoted a Diabetes Care Kit for Dolls.

Kleenex repositioned its facial tissues from cold-and-flu wipes to "gestures of care" with a total marketing campaign that gave a voice to African-Americans, Latinos, Asians, the LGBT community, and people with disabilities.

2015 Grand Prize Winners

BEST IN SHOW

UNLIKELY BEST FRIENDS

The Kleenex brand focused on a real-life story and how a meaningful gesture has the power to connect and uplift us all.


AFRICAN-AMERICAN

ASIAN

DIGITAL MEDIA

HISPANIC

BLACK HISTORY MONTH: CONNECTING THE PAST TO THE PRESENT
HAMARE HAATH, AAPKE SAATH
MAS QUE UN AUTO (MORE THAN A CAR)
MAS QUE UN AUTO (MORE THAN A CAR)

Union Bank connected the past to the future, by shining a light on a new batch of history makers.

Introducing Asian Indians to Allstate by connecting with them in a culturally relevant way.

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Celebrating Hispanic consumers for helping Toyota achieve the milestone of eleven years at the top spot by creatively leveraging social media.

Toyota paid tribute to one of their most loyal customer bases, Hispanics, in a genuine and fresh way.


LGBT

PEOPLE WITH DISABILITIES

PRINT

LEARNING SIGN LANGUAGE
UNLIKELY BEST FRIENDS
THE BLACK REP CAMPAIGN

Wells Fargo connected with the LGBT community at a life-stage when they are considering to build a family and bring to life the brand promise of "Working Together."

A spirited dog with a disability, and an equally positive man in wheelchair, in a moving story narrated by him and his Kleenex-clutching wife

A campaign representing the largest African American theater company in the nation and in its 38th season.


RADIO

SIGNIFICANT RESULTS

TOTAL MARKET

CELEBRATE FAMILY UNITY (FUN)
MAS QUE UN AUTO (MORE THAN A CAR)
#HOWWEFAMILY

A campaign that truly did land on a Total Market insight rooted in Latina millennials.

Toyota saw the most user-generated content in the history of the brand, exceeding all goals and established benchmarks.

Tylenol brand campaign that celebrates family and all the ways we do family today.

2014 Grand Prize Winners

BEST IN SHOW

TRUST YOUR POWER

To increase brand awareness and affinity, Duracell partnered with Derrick Coleman, an NFL fullback who also happened to be deaf. The brand produced a video on Coleman's power and perseverance which provided brand lift and improved sales.


AFRICAN-AMERICAN

ASIAN (TIE)

ASIAN (TIE)

DIGITAL MEDIA

DREAM BIG
THE VICTORY HORSE
LUNAR NEW YEAR PROSPEROUS
MUTTBOMBING

Dream Big is a new league platform built on excellence and inspiration to celebrate the Big Dreamer in everyone during MLK Day and Black History Month.

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Godiva drove brand preference among affluent Asian-American consumers with a campaign promoting a limited edition product.

A Verizon Wireless campaign targeted first-generation Asian-Americans in specific U.S. markets.

A non-profit animal rescue organization's creative efforts to increase dog adoptions went viral.


HISPANIC

LGBT

PEOPLE WITH DISABILITIES

PRINT

LUCK CHANGES
THIS IS WHOLESOME ANTHEM
TRUST YOUR POWER
SWIMMING AND TRACK

Success on the field is a combination of both skill and luck, and Allstate found the perfect bridge between the two. Introducing Mala Suerte.


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Honey Maid drove conversation and sales through a multi-channel campaign celebrating the diversity of the modern family.

Duracell partnered with Derrick Coleman, an NFL fullback who also happened to be deaf. The brand produced a video on Coleman's power and perseverance which provided brand lift and improved sales.

Special Olympics Texas celebrated future athletes in a campaign that reached out to new parents of children with developmental and intellectual disabilities.


RADIO

SIGNIFICANT RESULTS

TOTAL MARKET

BREW MASTERS
MUTTBOMBING
IT'S BEAUTIFUL

Tecate used humor in radio ads to target bicultural Hispanic Millennials.

A non-profit animal rescue organization's creative efforts to increase dog adoptions went viral.

Coca-Cola celebrated America's diversity by presenting "America the Beautiful" through a multicultural lens.

Click here to view all finalist entries for the 2013-2014 Multicultural Excellence Awards.

2013 Grand Prize Winners

AFRICAN-AMERICAN

ASIAN

DIGITAL MEDIA

GENERAL MARKET

42: THE JACKIE ROBINSON STORY
WARRIOR'S EDUCATION
LUCKYTOBE
WELLS FARGO

Walmart leveraged its ongoing national educational platform and a partnership with the film 42 to celebrate Black History Month with a fully integrated cross-channel campaign.

The U.S. Marine Corps used cultural insights to reach Asian-Pacific–Americans and key influencers with a campaign driven by social media content and paid support.

General Mills aligned with the LGBT community during Pride Month with a campaign that celebrated uniqueness and equality, and introduced two new rainbow marshmallow pieces to the iconic Lucky Charms cereal.

Wells Fargo Bank wanted to drive consideration for new accounts among Millennials. Using the general market approach, inclusive of multiple ethnic segments and insights, was a successful strategy.

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HISPANIC

LGBT

PRINT

RADIO

PANCITAS EN CONCIERTO
LUCKY TO BE
MAKE BETTER HAPPEN
TECATE

Leveraging the power of music to reach Hispanic moms, Pampers held the first-ever concert for babies in the womb.

General Mills aligned with the LGBT community during Pride Month with a campaign that celebrated uniqueness and equality, and introduced two new rainbow marshmallow pieces to the iconic Lucky Charms cereal.

City Year leveraged the trials and triumphs of its corps members to create a campaign that shared the mission of the brand and celebrated the accomplishments of its employees.

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SIGNIFICANT RESULTS

 
STAND UP. IT'S MILLER TIME
 
 

To communicate with young African-American adults, Miller Lite teamed up with Kevin Hart and created a comedic sweepstakes for a chance to win cash prizes.

 
Past Winners

The following lists provide the winners and honorable mentions from the 2001–2014 ANA Multicultural Excellence Awards competitions: