Since its launch in 1990, Degree has been able to set itself apart by owning the claim "Body-Heat Activated." Through research, we knew the idea of "Body-Heat Activated" was still very compelling; we needed to make it meaningful again. What we really needed was a product demonstration. What if we played out the same scenario three different times, with Degree responding each time to a different level of stress? If it could respond to the most extreme scenario, surely it could handle the average person’s needs. We also knew that to really break through, we needed to be outrageous.
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| Gold: Palmer Jarvis DDB | Silver: Taxi Advertising and Design | Bronze: MacLaren McCann |
| Honourable Mention: BBDO Canada |
| Finalists: Ammirati Puris Bensimon•Byrne D'Arcy Gee, Jeffery & Partners Advertising Holmes & Lee Ogilvy & Mather |
| Judges: Creative Strategic |
| How do you get to be Agency of the Year |