Arc Worldwide, USA with their campaign "Arm Yourself for the Ones You Love." for Client Walgreens, is the 2011 'Grand Prix winner in the 26th MAA Worldwide GLOBES Recognition Program. Arc Worldwide, USA takes home the GLOBE for the 'Best of the Best' in the World and in addition, two GLOBES for 'Best in Category'.

Repositioning flu shots as selfless acts, the "Arm Yourself for the Ones You Love" Campaign inspired people to stop procrastinating and get their flu shots at Walgreens.

Heart shaped bandages were provided to mothers to write in the names of the people she was protecting, by getting their flu shot.

The campaign inspired 5.4 million people to get their flu shot in just 5 weeks.

48 GLOBES, Silver and Bronze Certificates, as well as Orders of Merit, in 16 Entry Categories, were announced at the 26th annual MAA GLOBES Award Ceremony at the Copacabana Palace, Rio de Janeiro.

David Ploughman, President of MAA Worldwide, paid tribute to the high quality of entries received in this year's program. "What a great year for the GLOBES Awards, despite the continuing global economic challenges, the GLOBES continues to attract more entries from more agencies every year. Brazil is one of the fastest growing economies in the world, and a hot bed of creativity & innovation, and a great place for MAA Worldwide to host the 2011 Globes Awards Ceremony in Rio de Janeiro with AMPRO, our exclusive GLOBES Partner in Brazil.

The 2011 Asian GLOBES Winners.

Best Brand Building Campaign.
Campaign: Taiwan Pavilion at the 2010 Expo in Shanghai.
Agency: Ogilvy Public Relations Worldwide, Taiwan.
Client: Taiwan External Trade Development Council.

A spectacular breakthrough in cross-strait relations between Taiwan and mainland China resulted in an invitation for Taiwan to participate in Expo 2010, after a 40-year absence.

Ogilvy Public Relations Taiwan, positioned the Taiwan Pavilion also an event which could generate awareness and national pride with Taiwanese, as well as helping improve cross-strait relations.

Ogilvy planned four distinct campaign stages integrating traditional and digital media to create and build the groundswell of public opinion shift required.

There were amazing results. The Taiwan Expo Campaign generated 85% agreement by Taiwanese that it had successfully promoted Taiwan to the world. Chinese and Taiwanese leaders praised the Taiwan Expo Campaign.

The brand value of Taiwan Expo Campaign was estimated at US$24 million and the Pavilion was sold to Hsinchu City in Taiwan. The Taiwan Expo Campaign was the best brand building campaign for Taiwan.

Best Product Launch or Re-Launch Campaign.
Campaign: "Heineken - Please Do Touch".
Agency: iris Nation Singapore.
Client: Asia Pacific Breweries Singapore.

Singapore is one of the most highly regulated and policed places in the world, built on being told what to do, and more often, what not to do. "Don't touch the exhibit", "don't touch the cake", "don't touch the grass". So, when the Agency was briefed to launch Heineken's new cans, which featured innovative, textured ink printed on the surface, they wanted consumers to remember how good it was to touch. And started a 'touch movement'.

The Agency introduced Singaporeans to a beer that felt as good as it tasted, under the campaign banner 'Please Do Touch' with an innovative experience which brought to life the unique feel of the Heineken Tactile Can - the Heineken Touch Maze.

The pitch-black maze created the perfect environment to heighten your sense of touch. Consumers were encouraged to feel their way through and be rewarded at the end with an ice-cold Heineken. Supporting print advertising, OOH, in-store and online materials all told consumers that it was OK to touch. Judging by the positive impact on sales and brand tracking scores, they clearly agreed.

"The quality of the 2011 entries, reflected the consolidation in Promotion Marketing with greatly increased budgets and executions, spanning all available techniques and disciplines, particularly throughout Asia. Highlights of the 2011 Program were the domination by the USA with 4 GLOBES and the Best of the Best in the World. Brazil returned to the Winner's circle with 2 GLOBES and new GLOBES Winners were the Ukraine and Taiwan" … Mike Da Silva. VP Marketing. MAA GLOBES. Sydney, Australia.

The MAA GLOBES recognizes the very Best of the Best in Promotion Marketing Award Programs executed globally with our partners: CAMPRO from Argentina, the APMA Stars from Australia & New Zealand, AMPRO from Brazil, CAPMA PROMO Awards from Canada, the JPM Awards from Japan, the PMAA Dragons of Asia, the Silver Mercurys from Russia, the IPM Awards from the UK and the PMA REGGIES Awards from the USA. Country entries were also received from Israel and Ireland.

150 judges from 23 Countries, representing Agencies, Clients, Academia, Media and Industry Associations carried out the 2011 Judging process between July and September.

Here are the 2011 Winners:

BEST OF THE BEST IN THE WORLD

Best Integrated Communications Campaign

Best Sponsorship or Tie-In Campaign

Best Digital Promotion Marketing Campaign

Best Innovative Idea or Concept

Best Brand-Building Campaign

Best B2B Campaign

Best Retail, Key Account or Channel Specific Campaign

Best Event or Experiential Marketing Campaign

Best Activity Generating Short or Long Term Brand Loyalty

Best Use of the Internet in a Promotion Marketing Campaign

Best Use of Social Marketing in a Promotion Marketing Campaign

Best Product Launch or Re-Launch

Best Brand Awareness & Trial Campaign

Best Activity Generating Brand Volume

Best Cause, Charity or Corporate Responsibility Marketing Campaign

Best Small Budget Campaign