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Creative Media Awards

Branded Entertainment

Aquafresh Nurdles by PHD for GlaxoSmithKline

The Nurdles campaign for Aquafresh tied together television, video on demand, digital and print media to get kids excited about brushing their teeth. The brand faced tough competition from Crest and Colgate, but the "brushing song" that ran each evening at 7:58 p.m. changed that. The 90-second Nurdle video ran in a pre-school program called "The Good Night Show" on the kids network Sprout. Aquafresh's share rose five points in the kids segment, and consumption increased 95%.

Affiliated Agency: Mediacom, Grey

Credits: Christopher Hoopes Title: Managing Director, PHD Name: Elizabeth Murphy Title: Group Account Director, PHD Name: Rachel Baumann Title: Associate Media Director, PHD Name: Monica Wiedemann Title: SVP, Group Director, PHD Name: Julianne Greico Title: TV Associate Media Director, PHD Name: Andre Rivera Title: Communication Planning Director, Mediacom Name: Patrick Wisnom Title: SVP, Grey Name: Topher Lorette Title: Producer, Grey Name: Denis Hall Title: Account Executive, NBC Universal Name: Marisa DeJesus Title: Director, Marketing, NBC Universal Name: Tara Murphy Title: Marketing Manager, NBC Universal Name: Rebecca Lowenberg Title: Sprout Associate Producer Name: Patrick Seiffert Title: Senior Brand Manager, GSK Name: Pete Dornsife Title: Marketing Director, GSK Name: Mike McCormick Title: Director, GSK Name: Jissan Cherian Title: Associate Brand Manager, GSK

Bounty Muppets Dinner Party by Carat  for P&G - Bounty

The brand aimed to connect with busy moms with kids not necessarily thinking about the latest innovations in paper towels. That same thinking drove P&G's brand Bounty to partner with Disney and the Muppets to create three custom vignettes that communicated the ability to clean the mess with less. The branded entertainment strategy delivered 11 million digital impressions, 15 million social impressions, more than 11000 video likes, 4.7 million gaming impressions, 1.2 million YouTube video views.

Affiliated Agency: Liquid Thread (Branded Entertainment Agency AOR), Publicis (Creative Agency), Possible Worldwide (Digital), Integer (In-Store), MS&L (PR), MediaVest (Media Buying AOR)

Credits: Jackie Rosen, SVP, Group Account Director, Carat Natalie Sheppard, Associate Director, Carat Julie Harnik, VP, Development & Production, Liquid Thread Julia Gray, Associate Director, MediaVest Gail Hollander, EVP Brand Agency Leader, Publicis Katie Marschalk, Management Supervisor, Publicis Patricia Hallock, SVP, MS&L Stacie Keiter, Account Supervisor, Integer Taryn Lawson, Management Supervisor, Possible Worldwide

REI Multisport Camping by OMD for REI

Choose Your Own Adventure video series relied on sequential messaging and multiple story lines to reach the target audience the company characterizes as multitasking media junkie adults ages 25 to 44 who enjoy the outdoors. Five mini stories delivered in pieces told tales of hiking, biking and stand-up paddle board adventures. The viewer had to finish one before moving on to the next. The full story viewed more than 4 million times averaged a video completion rate of 98.8%.

Affiliated Agency: Peter Bunarek, SVP Group Account Director, BBDO Atlanta

Credits: Pranav Pandit, Midwest Director, OMD Ignition Factory Alexis Rudie, Media Supervisor, OMD Mary Tilson, Assistant Digital Strategist, OMD Mary Anselmo, Advertising Program Manager, REI Jason Sutherland, Brand Creative Director, REI Peter Bunarek, SVP Group Account Director, BBDO Atlanta Cabot Norton, SVP Executive Creative Director, BBDO Atlanta Shelby Zimdahl, Account Supervisor, BBDO Atlanta

Business Media

Brand Solutions by Goodby, Silverstein & Partners for Adobe Systems

The agency set out to make senior execs aware of the power of Adobe by showcasing how its technology worked for its most prominent digital-publishing partners from Wired to The New Yorker. In each case, they spoke of the way Adobe had enriched their content, from videos to print to digital and tablet experiences. The results: interaction rates of 7%, more than double the average, and in-unit video-start rates of up to 40% (vs. the 22% average).

Credits: Sarah Alwen, Senior Communication Strategist, Goodby, Silverstein & Partners Steve Weeks, Senior Manager Media Strategy and Planning, Adobe Systems

Giant Farmers by Colle+McVoy for WinField - Answer Plot

Farmers are generally out in the middle of “nowhere,” so the challenge is how to reach them. Media choices are few. The agency’s goal was to create a new medium to reach a coveted trade show audience. Enter an artist, who created 22-foot-tall hand-painted giant farmers with an accompanying billboard in a cornfield alongside a freeway in Ames, Iowa, the primary route to a trade show. The result: 12,039 unique farmer attendees, representing nearly 14 million acres.

Credits: Nicole Pomerleau - Media Director, Colle+McVoy Jamie Utzinger - Associate Media Planner, Colle+McVoy Mike Caguin – ECD, Colle+McVoy Greg Wetzel – Group Creative Director, Colle+McVoy Matt Pruett – Sr. Art Director, Colle+McVoy Lee Hanson – Copywriter, Colle+McVoy Chris Peters – Art Buyer, Colle+McVoy John Cerney- Mural Artist Photographer – Jonathan Chapman

Statoil Energy Realities by UM International for Statoil

With an engaging presentation, UM tells how it created a LinkedIn community of “informed elites” to grow awareness of a Norwegian energy company. The forum, paired with an online tool developed by respected media partners providing a visual guide to energy needs, attracted the attention of influencers, 30% of whom were at the CEO level. It even garnered comments from competitors! With 19,000+ members and an average of 2.14 comments per user, it’s no wonder Statoil’s business has doubled.

Credits: Scott Nelson - Strategy Director, UM International Alex Val - Group Account Director, UM International Sylvain Valeix - Managing Director, UM International Dagmar Sejnova - Junior Account Manager, UM International Angel Ruiz De Llano - Junior Account Manager, UM International Sierra Tobias - Account Director, UM International Scott Holmes - Creative Director, UM International

Communications Channel Plan

Mezamashii by McKinney for Mizuno

Running shoe brand Mizuno sought to drive sales and brand awareness for its product in the U.S. Before launching the campaign, U.S. brand awareness was at just 1 percent. With awareness (and the sense of comfort that comes along with familiarity and experience with a brand) being the main barrier to purchase, Mizuno launched the Mezamashii Run Project. Instead of using their entire campaign budget on paid media, they strategically used the brand’s core consumers to help spread the message. They used digital, print and search in relevant environments like Runner’s World, Active.com and Map My Run to appeal to the broader running community. In just four months, the results have been great: brand favorability has spiked 54 percent and nearly 17,000 new people signed up for the Mezamashii Run Project.

Credits: McKinney: Jonathan Cude, Chief Creative Officer; Will Dean, Associate Creative Director/Art Director/Photograher; Robyn Gunn, Copywriter; Josh Souter, Creative Technologist; Becky Minervino, Grou Strategy Director; Jim Reath, Group Account Director; Mark Belot, Account Director; Grace Tarrant, Account Supervisor; Lindsey Neeld, Jr. Account Planner; Josh Carlton, Connection Planner; Mike Manganillo, Creative Media Director; Andrew Gridley, Media Supervisor; Lisa Bentley, Sr. Producer; Kellie Bingman, Sr. Art Producer; Naomi Newman, Sr. Producer; Megan Wade, Producer; Brian Fox, Producer; Tomas Antona, Production Artist; Allie Boardman, Production Coordinator; Stacy Evans, Image Artist; Chris Milliman, Photographer Humble: Sorrel Ahlfeld, Director; Persis Koch, Executive Producer Butter: Music Blazing Music & Sound: Willie Elias, Sound Design & Mix

Swamp People Season 3: Integrated Campaign by HISTORY for HISTORY

“Swamp People” is one of the top shows on cable, but the level of buzz around it didn’t match its high ratings. For season three, History wanted to break out the series with views and press to raise the overall awareness. The comprehensive campaign used several communications channels to generate high-profile bizz, get local and national media coverage, as well as celebrating the show while positioning the network as a destination for relatable characters and quality storytelling. These efforts drove premiere viewership up 20 percent over season two.

Credits: Individual: Chris Meador – VP, Consumer Marketing, HISTORY Krista Liney – VP, Brand Creative, HISTORY Michael Scalere – Creative Director, Brand Creative, HISTORY Jayne Hong – Senior Director, Consumer Marketing, HISTORY Tracy Lenhart – Director, Consumer Partnerships & Promotions Marketing, HISTORY Jen Hayes – Manager, Consumer Partnerships & Promotions Marketing, HISTORY Juli McLaurin – Manager, Consumer Marketing, HISTORY Agencies: Civic Entertainment Group, Promotions Agency Horizon Media, Media Agency 30Sixty, Creative Agency

Boardwalk Empire Season 3: Integrated Campaign by HBO for HBO

For “Boardwalk Empire’s” season 3 premiere, HBO developed creative that featured main character, Nucky, as the audience had never seen him before, promising a season filled with dramatic tension and action. Through a traditional media campaign that included print, TV, radio, outdoor, search and digital, innovative promotions were the main thrust of the campaign. In one of the main features of the campaign, HBO partnered with Atlantic City casinos and hotels to offer Boardwalk-branded packages and VIP screening events across town.

Credits: TBD

Content Marketing

The Mullet of Email by Starcom MediaVest Group for Microsoft Hotmail

Microsoft’s Hotmail had lost relevance with Millennials who had created “questionable” handles in their youth. As a solution, Hotmail launched a new alias function that allowed people to have a singular inbox with multiple email addresses. SMG realized that Hotmail had an opportunity to embrace and created “The Mullet of Email” campagn. It allowed Millennials to embrace their fun side while maintaining their professionalism – business in the front, party in the back style. They partnered with MTC Canada and created four custom video segments and messaging to inspire young people to bring together their business and play sides. As a result, Hotmail’s unique visits increased by over 268 percent year-over-year.

Credits: Randy Carelli, VP, Group Account Director, Starcom MediaVest Group Heather Loosemore, Digital Director, Starcom MediaVest Group, Aiden Ridley, Integrated Planner, Starcom MediaVest Group

Virgin Mobile 2012 Buzzfeed Partnership by Digitas for Virgin Mobile

Digitas worked with Virgin Mobile to create a partnership between Virgin and Buzzfeed. By listening to social conversations, the brand created original content that it supported across Buzzfeed and its partner sites. The partnership delivered over 5.2 million Virgin Mobile content views. One post, “11 Things On One Wants to See You Instagram,” delivered over 650 thousand views. As a result of the campaign, there was a 100 percent lift in perception that Virgin understands technology and culture.

Affiliated Agency: 1TrickPony, Content Marketing Agency – created all content living on Virgin Mobile Live channel, in conjunction with Virgin Mobile and Buzzfeed teams

Credits: Jessica Jorsch, Associate Media Director, Digitas Ryan Cavanaugh, VP/Media Director, Digitas Ron Faris, Head of Brand Marketing, Virgin Mobile USA Felicia Hill, Marketing Manager, Virgin Mobile USA Doug Vosik, Christina Grendon, Brand Manager, Virgin Mobile USA Keith Pizer, Owner, 1 Trick Pony Sharlene Campanella, Account Director, 1 Trick Pony Liz Brittenham, Account Executive, 1 Trick Pony

Shark Week 25th Anniversary by MediaCom USA and Discovery Communications for Volkswagen

The VW Beetle had a reputation as a “chick car.” The new model, however, was chic, slick, fast and masculine. In order to market this new model to men, VW partnered with Shark Week to show off the goods. They created a fully operational underwater “Shark Observation Cage” – that is, an underwater Beetle that literally swam with the sharks. In a three part series that aired during Shark Week, viewers saw the Beetle driving on the ocean floor with the sharks. Over that time, VW had a 100 percent share of voice on the Shark Week landing page and ownership of its second screen experience.  

Affiliated Agency: Deutsch

Credits: Adam Pincus (MediaCom) Jeremy Colfer (MediaCom) Joanne Diaz (MediaCom) David Fasola (MediaCom) Scott Felenstein (Discovery Channel) Mark Lewis (Discovery Channel) Kevin McCarthy (Discovery Channel) Amanda Doyle (Deutsch) Justin Osborne (Volkswagen) Stacy Tobin (Discovery Channel) Alex Milwee (Edelman)

Creative

Bunk by Fallon for IFC

IFC's "Bunk" is a game show that's less a game show than a showcase for the quick-wit comics who appear on it. Given the quirkiness of the show - not to mention the sub-$500,000 budget - Fallon chose to market it in a similarly unconventional manner: By filming senior citizens watching "Bunk" and attempting, usually unsuccessfully, to make some sense of it. Thus a killer tagline was born: "They don't get it - you will."

Affiliated Agency: Horizon Media, Broadcast buying, digital/social planning & buying

Credits: Andy Rhode, Media Producer - Fallon Adam Chorney, Director of Connection Planning - Fallon Chad Koehnen, Connection Planner - Fallon Caroline Hittler, Media Producer - Fallon Ben Johnson, Associate Brand Group Director - Horizon Media LA Franco Fernando, Digital Planner - Horizon Media LA

Target Wedding Campaign by Huge for Target

The Target wedding catalog has long been a favorite of brides- and grooms-to-be. But until Target hired Huge to "reimagine" it online, it had never generated that much traction in the digital space. Huge tapped a handful of lifestyle photographers to shoot six couples in the throes of enjoying all that Target has to offer, everything from traditional gifts to camping gear. One part inspirational and one part practical, the campaign reasserted Target's creative daring in the digital space.

Credits: Clayton Crocker/Creative Director, Jon Jackson/Creative Director, Dave Fredette/Sr Copy Writer, Matt Hock/Art Director, Mea Tefka/Producer, Emily Wengert/VP User Experience, Liz Corninng/Project Manager, Kristin Faucher/Engagement Drector

Virtual Fitting Room by Havas Media for Hugo Boss

Although Hugo Boss has long sold women's apparel, the brand has long been perceived as primarily a men's-first brand. To change this, Hugo Boss launched a "virtual fitting room" on Conde Nast's A-list fashion sites. Its central feature was a quiz, which sought to associate takers with one of five "style profiles" (City Chic, etc) and then steer them into the fitting room.

Credits: VP Account Director, Geoffrey Summerville, Media Contacts Media Supervisor, Chelsea Dubinsky, Media Contacts Media Planner, Sarah Pandolfini, Media Contacts Assistant Media Planner, Camilo Perlaza, Media Contacts VP Marketing, Ward Simmons, Hugo Boss Director of eCommerce, Anthony Milano, Hugo Boss eCommerce Marketing Associate, Chelsea Smith, Hugo Boss Public Relations, Kelly Frey, Hugo Boss

Interactive/Enhanced TV

Assassin's Creed 3 by The Richards Group for GameStop

A partnership with Microsoft to create an Assassin's Creed 3 branded destination experience on the Xbox 360 console allowed GameStop to reach gamers through a TV-console experience. Gamers accessed behind the scenes content, game trailers and additional game levels. The campaign generated one of the highest click-through rates and engagement levels seen by the agency. It delivered more than 2.5 million impressions.  Of those users, 74.2% completed watching the video and 5,710 searched for the nearest GameStop store.

Credits: David Rowe Darlene Lo Rachel Whitmire Brent Erdman Matt Stadler

North ShoreLIJ Health TV by Cablevision Media Sales for North Shore LIJ Health System

The North Shore LIJ Health TV campaign and interactive applications provided click to call and request for information features on iQ TV's Channel 616. Through an overlay on the screen serving up North Shore's commercial, the RFI allowed consumers to request an immediate call from the brand. The interactive applications allowed viewers to find out more information about medical research, advanced care, such as cardiology, open-heart surgery, oncology, bone marrow transplants and more.

 

Affiliated Agency: none

Credits: Adam Fels Director, Digital Media Strategy,NSLIJ Frank Adamo Director of Marketing,NSLIJ Sona Mirakian VP, Operations Adv. Adv Products Cablevision Media Sales Reg Willcocks Regional Director, Adv Adv Sales Cablevision Media Sales

The Dr Pepper TEN Shed by BrightLine for Dr Pepper Snapple Group

The Dr. Pepper Snapple Group partnered with BrightLine to design a campaign for Dr. Pepper TEN aimed at males between ages of 25 and 34. It ran 13 weeks across DirecTV, Dish Network, and Xbox. Consumers accessed chambers to search for coupons and downloadable content. Viewers spent on average four to six minutes engaging with games. Spots generated 1.67 million visits. The campaign received nearly 2 million game plays and more than 88,000 coupon requests to try the new drink.

Affiliated Agency: Initiative (Media Agency)

Credits: Jaxie Alt, SVP, Dr Pepper Brand Marketing (Dr Pepper Snapple Group) Robert Stone, Director of Interactive Media, DPSG (Dr Pepper Snapple Group) Lauren Radcliffe, Director of National Media and Branded Entertainment (Dr Pepper Snapple Group) Catherine Brewer, Manager of National Media (Dr Pepper Snapple Group) Leslie Vesper – Dr Pepper Brand Director (Dr Pepper Snapple Group) Andrea Richardson, Associate Brand Manager Dr Pepper (Dr Pepper Snapple Group) Richard Lyons, Manager Interactive & Emerging Media (Dr Pepper Snapple Group) Robert Aksman, Chief Experience Designer, Co-Founder (BrightLine) Michael Finn, President (BrightLine) Mattia Nicodano, Experience Design Director (BrightLine) Jarrett J. Couser, Experience Design Team Leader (BrightLine) Martin Jantzen, Experience Design Team Leader (BrightLine) Julie Cohen, Experience Designer (BrightLine) Kris Magel, EVP, Director National Broadcast (Initiative) Ethan Heftman, SVP, Director of National Broadcast (Initiative) Brett Whelan, VP, Director National Broadcast (Initiative) Eddy Choi, Associate Director, National Broadcast (Initiative) Tim DeWitt, Supervisor, National Broadcast (Initiative) Kevin Chou, Planner, Digital (Initiative) Kat Chung, Associate Director, Digital (Initiative) Jared Friedman, Supervisor, Digital (Initiative) Nikki Kaneshiro, Assistant Planner, Digital (Initiative)

Media Plan

The Invisible Game by KSL Media for UGG Australia

The success of UGG’s classic sheepskin boot eclipsed the brand’s other offerings. In order to highlight the men’s brand, UGG Australia enlisted KSL Media to craft “The Invisble Game” campaign. KSL engaged men through a multichannel approach that integrated video, digital, rich media, print, out of home, social and mobile to court the affluent 25-44 year old male. Footballer Tom Brady was the brand ambassador and played a large role in creating awareness. As a result, the brand saw a 354 percent lift in visits to the men’s landing page.

Affiliated Agency: M&C Saatchi (creative agency) – developed all creative assets (TV, OOH, Print, Digital) MacDonald Media (OOH agency) – tall wall

Credits: Jeremy Viola, VP, Managing Director Nik Miller, Account Supervisor Alan Mendenhall, Media Planner Chelsea Dominski, Assistant Media Planner Matt Greenfield, Director of Client Services Jesse Berghoefer, Network Broadcast Supervisor Darwin Aguinaldo, Associate Director of Local Broadcast *All listed are from KSL Media

Google Fiber by PHD for Google

When Google chose Kansas City to launch its fiber-optic high speed Internet and TV, Google Fiber, PHD was created an integrated media plan to create a campaign that appealed to Kansas City residents. By using TV, radio, out of home, cinema, digital, mobile and experiential media, PHD crafted a successful media plan that qualified 180 neighborhoods out of 202 to qualify for the Google Fiber service, surpassing its initial goal of 120 neighborhoods.

Credits: Google PHD Team Jake Phillips Global Strategy Director Omnicom Media Group Lauren Solomon Strategist Omnicom Media Group Jarett Fienman Digital Strategy Supervisor Omnicom Media Group Emily Henderson Associate Strategy Director Omnicom Media Group Antoinette Manigbas Assistant Strategist Omnicom Media Group Cara Saglimbene Media Strategist Omnicom Media Group

Hatfields & McCoys: Integrated Campaign by HISTORY for HISTORY

History’s scripted drama, “Hatfields & McCoys” needed a campaign that revitalized the 150 year old family feud and to establish the History Channel as a go-to place for scripted entertainment. Horizon media crafted a flawless media plan using print, digital and traditional media. They also partnered with the boxing superfight of the year, Cotto v. Mayweather by branding one corner “Hatfield” and the other “McCoy.” The announcers throughout the fight used the titles. The first broadcast of the drama was the most watched entertainment telecast in cable history with 52 million viewers.

Credits: Individual: Chris Meador – VP, Consumer Marketing, HISTORY Krista Liney – VP, Brand Creative, HISTORY Kim Ferraro – Creative Director, Brand Creative, HISTORY Jayne Hong – Senior Director, Consumer Marketing, HISTORY Cate Harbulak – Senior Manager, Consumer Marketing, HISTORY Agency: Horizon Media, Media Agency BPG, Creative Agency

Mobile Media

NRNS – Need a Reuben Now Syndrome by Initiative for Arby's

Unlike New York's delicatessens, Arby's isn't renowned for its Reuben sandwich. That changed courtesy of three quickie videos created by Initiative for mobile consumption, grouped under the umbrella of the newly diagnosed NRNS ("Need a Reuben Now Syndrome"). The videos played before and after users shared content in apps like Pandora, and were showcased in custom-branded units for Facebook and Zygna. Additionally, BuzzFeed was tapped for additional custom editorial content. The result? Arby's best sales period in 10 years.

Credits: •Dave Rosner – EVP, Director – Innovations - Initiative •Kenton Langstroth – Director – Innovations - Initiative •Jonathan Gipson – Manager – Innovations - Initiative •Shiva Barrett – Supervisor – Digital - Initiative •Samantha Cohen – Group Account Director on Arby’s – Initiative

Dunkin' Donuts Coffee Customizer  by Hill Holliday for Dunkin' Donuts

People like Dunkin' Donuts coffee. People like Facebook. Thus marrying the two in the mobile space was the idea that fueled Hill Holliday's creation of the Coffee Customizer. Users were directed to build their Dunkin' Donuts beverage on their mobile phones, either within the Facebook application or via Facebook's mobile web site. The Customizer harnessed the available technology quite creatively, too: add creamer or sweetener was only a tilt or swipe of the phone away.

Affiliated Agency: Celtra

Credits: Company - Hill Holliday: Lance Jensen – EVP, Chief Creative Officer Chris D’Amico – SVP, Group Creative Director - Art Joe Berkley – SVP, Group Creative Director - Copy James Adame – VP, Design Director Kelly Roberts – VP, Associate Media Director - Planning Adam Cahill – EVP, Experience Strategy Cindy Stockwell - EVP, Media Director

Olay Facial Hair Remover by Kontera for P&G/Olay/Facial Hair Removal

To give Olay's new Facial Hair Remover the full-on tablet treatment, Kontera turned to Tapestry. A "full-page tablet experience" is how the agency describes it, but that undersells its charms. What Tapestry does, better than many preexisting tablet apps, is blend curated content with advertising/marketing and other brand assets. For the Olay Facial Hair Remover, users could unearth a wealth of full-panel content with a single corner-swipe. In this instance, it was all about the technology.

Affiliated Agency: Starcom MediaVest

Credits: Lee Ann Weber,Creative Director, Kontera. Cara Tontodonato, Senior Interactive Designer-Kontera. Stas Krichevsky. Principal Scientist and Architect-Kontera Roee Sarusi.Senior Developer-Kontera .

Multicultural Media

Heineken - Manero by Starcom MediaVest Group for Heineken

Despite the fact that Hispanic males are heavy consumers of online and digital media, the audience is severely underserved online with only about ten percent of online content in Spanish and almost none of it relevant to young Hispanic men. To fill this void, Heineken teamed up with Urban Daddy, a general-market lifestyle Web site known for city specific content for young people, to create the first-ever upscale Hispanic men’s lifestyle publication — Manero. Through email subscribers, Manero delivered weekly content that was buzz-worthy to the target audience. The results were astounding with nearly 400 million subscribers in the first six months. 

Affiliated Agency: Starcom MediaVest Group

Credits: Nathaniel Root - Starcom MediaVest Group Digital Activation Manager; Jennifer Meitzner - Starcom MediaVest Group Digital Activation Associate Director; Tracy Decker - Starcom MediaVest Group VP, Connections Director; Jennifer Weiss - Starcom MediaVest Group Connections Manager; Mike Torres - Starcom MediaVest Group VP, Connections Director

Away We Happened by Rezonate Media for ATT

When AT&T was no longer the only carrier selling iPhones, they challenged their creative agency to find new and creative ways to reach influencers. Rezonate decided to go after the most influential group in tech: Young Asians (18-26). AT&T partnered with Asian YouTube producer Wong Fu Productions to create a crowd-sourced Web series featuring AT&T products and popular Asian youth celebrities Victor Kim and Jen Fromheadtotoe. The campaign went viral with over 10 million YouTube views to date. 

Affiliated Agency: interTrend Communications

Credits: Wade Guang - Vice President, Rezonate Media Eileen Tran - Associate Media Director, Rezonate Media Eveline Lai - Media Planner, Rezonate Media Laura Hernandez - Executive Director Diversity Marketing, AT&T Shelly Reira - Director Advertising, AT&T Rosa Esquivel - Director Marketing, AT&T James Kulp - Account Director, interTrend Communications Oliver Chan - Executive Creative Director, interTrend Communications Martha Huang - Connections Planning, interTrend Communications Wesley Chan - Producer, Wong Fu Ted Fu - Producer, Wong Fu Philip Wang - Producer, Wong Fu

Face Off Season Two by Syfy for NBC Universal/Syfy

Syfy launched “Face Off Season Two,” a reality series where the best in special-effects makeup artistry compete for a $100,000 prize. Syfy wanted to grow the show’s audience and noted that Hispanic viewership was rising organically through season one. So the network decided to communicate directly with Hispanic Americans. Through TV, digital and mobile, Hispanics were targeted with reality-based TV shows, pre-roll ads and custom promotions. As a result, season two of Face Off more than doubled its Hispanic audience.

Affiliated Agency: Naked Communications, Maxus, Ignited USA

Credits: Michael Engleman, EVP Marketing, Syfy Dana Ortiz, Vice President Brand Marketing, Syfy Mozghan Setoodeh, Director Off-Air Marketing and Promotions, Syfy Doreen Rokhsar, Manager Off-Air Marketing, Syfy Sean Speirs, Coordinator Off-Air Marketing and Promotions, Syfy Amy Sheil, Partner, Naked Communications Lisa Poerio Shimek, Managing Partner, Naked Communications Maura Hagerty, Strategist, Naked Communications Keith Faust, Group Director, Maxus Ashley Stibal, Supervisor, Maxus Kendell Ring, Planner, Maxus Michael Douglas, Director National Broadcast, Maxus Jessica Towl, Associate Director National Broadcast, Maxus Michael Tedesco, Senior Associate, Maxus LJ Kobe, Group Director, Ignited USA Jessica Chow, Associate Media Director, Ignited USA Hillary Wirth, Supervisor, Ignited USA Joseph Valenzano, Media Planner, Ignited USA

New/Emerging/Experimental Media (excluding online)

Taylor Swift Wonderstruck by PHD for Elizabeth Arden

To drive retail sales for Taylor Swift’s new fragrance Wonderstruck, PHD and Elizabeth Arden wanted to give Taylor’s fans the VIP treatment: a personal photo with the star. A geo-based augmented reality application was created to allow Fans to choose one of five different Taylor images for a photo opp - but ONLY at selected retail outlets where the fragrance was promoted.  The tremendously successful event at Macy’s/Herald Square generated over $45M in sales within hours.

Credits: Traci Almer, Associate Digital Director, PHD U.S. Dora Yu, Digital Supervisor, PHD U.S. Anna-Marieke Stallings, Digital Planner, PHD U.S. Geri Archer, Vice President, Marketing, North America, Elizabeth Arden Christina Campisi, Marketing Director, Elizabeth Arden Jonathon Stella, Marketing Coordinator, Elizabeth Arden

Chevy Game Time by Detroit Labs for Goodby, Silverstein, and Partners/Chevy

More than half of Super Bowl party-goers show up for something other than the game (pizza, friends and ads, in that order). The Chevy Game Time app —a live second screen experience— provided a reason for people to play with their phones for the entire game. Every app user received a unique license plate, and if they spotted their plate in Chevy’s ads, they would win that car. Over 700,000 people downloaded the app, with over 130,000 people playing at the same time.

Credits: James Vreeland (Goodby, Silverstein and Partners) Justin Osman (Goodlby, Silverstein and Partners) Paul Glomski (Detroit Labs) Dan Ward (Detroit Labs) Henry Balanon (Detroit Labs) Nathan Hughes (Detroit Labs) Hunter Hindman (Goodby, Silverstein and Partners) Joakim Borgström (Goodby, Silverstein and Partners) Niklas Lilja (Goodby, Silverstein and Partners) Michael Limbert (Goodby, Silverstein and Partners) Sha Nguyen (Goodby, Silverstein and Partners) Brandon Locke (Goodby, Silverstein and Partners) Rachel Madrigal (Goodby, Silverstein and Partners) Antonio Marcato (Goodby, Silverstein and Partners) Jason Pierce (Goodby, Silverstein and Partners) Logan Walters (Goodby, Silverstein and Partners) Brooke Turner (Goodby, Silverstein and Partners) Crystal Trzok (Goodby, Silverstein and Partners) Karen Jackson (Goodby, Silverstein and Partners) Hunter Hindman (Goodby, Silverstein and Partners) Nicole Greenlee (Goodby, Silverstein and Partners) Alex Burke (Goodby, Silverstein and Partners) Agnieszka Palarz (Goodby, Silverstein and Partners) Cameron Luby (Goodby, Silverstein and Partners) Marika Wiggan (Goodby, Silverstein and Partners) Heidi Killeen (Goodby, Silverstein and Partners) Talya Fisher (Goodby, Silverstein and Partners)

Boardwalk Empire Season 3: Uber Campaign by HBO for HBO

To generate excitement for the return of “Boardwalk Empire,” HBO teamed up with the popular upscale car booking application, Uber, to provide free rides in branded vintage cars for fans in New York City. On September 13th & 14th, Uber members signed in to their accounts to “hail” a vintage vehicle by tapping a “Boardwalk Empire” icon. In the two days that the promotion was live, 2,574 New York residents requested rides in a vintage car. An online outreach campaign helped to increase awareness of the promotion among top-tier bloggers and their respective articles, features and social media feeds, driving an estimated 7.9 million unique impressions. 

Credits: TBD

Online Media: Branding

Caught on Samsung by Starcom MediaVest Group for Samsung / Digital Cameras

The Starcom MediaVest team looked to the animated GIF to show the world what Samsung’s cutting edge technology could do for digital cameras through the creation of “Caught on Samsung”; the first-ever daily global blog used to capture chic street style in Paris, London, New York and Rome. All pictures were stitched together to create animated GIFs and shared with fashion websites through a partnership with Conde Nast’s publications including GQ, Details, Glamour, Lucky, Style, Vanity Fair and W. They could also be easily shared by anyone. Additionally, the site featured a tool for users to create animated GIFs of their own. 

Credits: Harlen Smith, Chris Price

Aquafresh Kids by AOL for GlaxoSmithKline / PHD

GlaxoSmithKline and PHD NY partnered with AOL to recreate the Aquafresh Kids site experience within a high impact ad unit to drive site visits. The consumer-centric Devil unit was used to showcase interactive HD brand images, videos repurposed from Aquafresh Kids TV spots and user-initiated hot spots. 

Affiliated Agency: Brunner, Inc.

Credits: AOL Amy Mbagwu – Account Director, Health Lauren Crawford – Account Executive, Pictela Leanne Meriton – Account Manager, Health Elisabeth Paredes – Category Sales Director, Health PHD Phillip Vicario – Media Supervisor Rachel Baumann — Assistant Strategy Director BRUNNER, INC. Kristian Dillard — Account Manager

Wim Hof / Omni-Heat Electric by Butler, Shine, Stern and Partners for Columbia Sportswear

Columbia Sportswear needed consumers to see their brand as innovative and the launch of their Omni-Heat Electric outwear provided the perfect opportunity to set them apart from the competition. The campaign featured a series of mini documentaries with Wim Hof, a man who claims to control his body temperature with his mind. He was the “anti-spokesman” who never gets cold; contrasting with everyone else who would need Columbia’s Omni-Heat Electronic outerwear to provide instant warmth at the touch of a button. Over 10 weeks the campaign had 4.6MM social (non pre-roll) video views and saw a 78% higher video completion rate than the industry standard.

Credits: Mandy Heaton, Director of Marketing, Columbia Sportswear Natalie Hayes, Media and Advertising Manager, Columbia Sportswear Juli Johnson, Associate Media Director, BSSP Kathryn Poh, Assistant Media Planner, BSSP Lindsay Grant, Account Director, BSSP Tom Coates, Creative Director, BSSP

Online Media: Search

Helzberg Searching For Love Campaign by Rosetta for Helzberg

Helzberg announced the "love" promotion on its Facebook page, Twitter feed and on select blogs, but the main drivers--word of mouth and search engine marketing--drove up conversion rates from an average.35% to 1.6%. The promotion generated 3,100 new customers in less than three days, and 140,000 visitors to the Web site, up 87% compared with the prior year. The company said it couldn't keep up with fulfillment and asked Rosetta to suspend the promotion after three days.

Credits: Gary Scheiner, Managing Partner I CCO Dean Skinner, Group Creative Director Tyler Klein, User Experience Director Lori Domanick, Creative Director Craig Israel, Senior Copywriter Rachel Gehrs, Art Director James Dziemianzuk, Senior Designer Brandon Bilfield, Developer

Channel 9 by Havas Media for Nine West

Video content relies heavily on traffic generated from generic and branded keywords on search engines. When Nine West created a network of channels it tapped YouTube to connect with women ages 18-34 through Channel 9, it bid on trending search terms like "Beiber," "Michelle Phan," and "prom trends." The brand aimed to connect with women, providing fashion, shoes and style tips in more than 100 hours of professionally produced content hosted by celebrities.

Credits: VP Account Director, Geoffrey Summerville, Media Contacts Media Supervisor, Chelsea Dubinsky, Media Contacts Search Marketing Specialist, Talia Cirangle, Media Contacts Search Marketing Specialist, Brandi Kaminski, Media Contacts SVP Marketing, Debbie Woloshin, Nine West Senior Director Marketing, Whitney Alan, Nine West Senior Director Digital, Michelle Preli, Nine West Assistant Marketing Manager, Lea Marshiano, Nine West

Global ERP Software by Covario for Epicor

Covario created for Epicor specific landing pages for each campaign. A/B testing and multivariate testing helped to increase performance in 35 countries in 16 different languages Covario created 150 unique microsites per product line, per country, totaling more than 600 pages. There results were 163% increase in conversion rate, from 2.25% to 5.93% within three months and a 935% return on ad spend (ROAS) for certain campaigns.

Credits: Blake Gantney, Paid Search Manager, Covario Alex Funk, Senior Paid Search Manager, Covario Aaron Bart: Director, Creative Services, Covario Christine Klimczak, Account Director, Covario Bryant Aponte, Director, Marketing Programs, Epicor Celia Fleischaker, SVP, Worldwide Marketing, Epicor Steve Watson, Senior Director, Marketing – EMEA, Epicor Dora Elia Guerrero, Senior Manager, Marketing - LAC, Epicor

Online Media: Video

Why I Create by Adobe Systems, Inc.  for Adobe

Adobe created a short video for the launch of its Adobe Creative Suite 6 launch featuring a range of artists, musicians, designers and more talking about why they create. This style of video has been done before, but the responses from the artists are heartfelt and meaningful without ever veering into sap. That’s no small feat to be able elicit inspiring insight that makes a viewer feel in a short-form video.

Affiliated Agency: Runaway Films, Video Production

Credits: Alex Amado, Executive Producer, Adobe Systems Lisa Hannah, Talent Coordinator, Adobe Systems AJ Joseph, Executive Creative Director, Adobe Systems Dan Cowles, Creative Director, Adobe Systems Amanda Micheli, Director, Runaway Films Leslie Valentino, Producer, Runaway Films Barry Berona, Director of Photography, Runaway Films Traci Loth, Editor, Runaway Films

Madagascar 3 Innovid Video Campaign  by MEC for  Dreamworks Animation & Paramount Pictures / Madagascar 3

To be fair, MEC had great material to start with for this campaign - clips from a popular film. But what really works is the humor and fun. It’s just hard to resist hitting that “fire cannon” button to to watch an animated zebra fly towards you. This campaign excels in taking already strong creative and bringing it to another level.

Credits: Jason Alex – Head of Digital Marketing (Dreamworks) Jaimie Nakae – Online Marketing Manager (Dreamworks) Rae De Mesa – Online Marketing and Social Media (Dreamworks) Amy Powell – President of Insurge & Digital Entertainment, EVP of International Marketing (Paramount) Robb Dickehut – VP Interactive Media (Paramount) Alyson Grove – Manager Interactive Media (Paramount) Amy Elkins – Sr. Partner / Group Managing Digital Director (MEC) Jennifer Chan – Partner / Associate Media Director (MEC) Adriana Monsalve – Media Supervisor (MEC) Caitlin Dudley – Sr. Planner (MEC) Reni Pernova – Jr. Planner (MEC) Katherine Siu – Ad Ops Coordinator (MEC) Scott Clark – Regional VP, West Coast (Innovid) Alyssa Bonetti – Senior Account Manager (Innovid) Gibran Evans – Creative Director (Division13)

Bloomingdale's/Touchstorm: An Online Video Makeover by Touchstorm LLC for Bloomingdale's

Ads don’t have to be about your brand. They can be about the viewer. That’s why this Bloomingdale’s campaign stands out. It provides useful how-to fashion information on classy suits, ties, and shirts for men. The videos are quick and packed with information, and the simple tips list at the end is a nice finishing touch and a bonus for viewers.

Credits: Alison Sheeley, Director, East Coast Sales, Touchstorm Sean Womack, Senior Vice President, Marketing & Production, Touchstorm Holly Lamport, Media Director, Bloomingdale’s

Outdoor Media

No One Deserves To Die by Laughlin Constable for Lung Cancer Alliance

Less is more. Billboards that read “The Smug Deserve to Die” or “Hipsters Deserve to Die” are trying to shift perceptions; in this case, about people with lung cancer. It’s not just smokers who are diagnosed each year. From June 26-28, the campaign was the second-most-popular story on Yahoo, generating 5,500 comments and over 2,000 mentions in blogs and news sites. Word-of-mouth aided the groundswell. (Adding “Obstructionist Republicans” would probably generate millions in Facebook Likes and reshape Congress.)

Credits: Rich Kohnke - Chief Creative Officer Denise Kohnke - EVP, Strategy Michael Jeary - President, New York Office Pat Laughlin - Creative Director (writer) Jeremy Ampe - Creative Director Brett Lakanen - Associate Creative Director Megan Madsen - EVP, Director of Integrated Services Dennis Jenders - VP, Communications Strategy and Programming Stephanie Schrandt - Group Supervisor Kim Wick - PR Account Supervisor Kelli Sumwalt - Associate Media Director Chelsea Atwell - Art Director Deb Hernandez - Senior User Experience Strategist Paul Gueller - Team Lead - Front End Jon Wynveen - Lead Software Engineer Heidi Sterricker - Senior Account Manager

Face Off Season 3 by Syfy for NBC Universal/Syfy

To launch season three of makeup show “Face Off,” Syfy sweetened the deal. The network created an alliance with Dylan’s Candy Bar – a premiere Manhattan candy destination. Window transformations used candy to underscore niche artistry. Syfy also created an ice cream flavor (Face Off Freeze) and cocktail (Party Your Face Off). In- store branding included point-of-purchase displays, video coloring and photo booths, fun not flash. Social media geo-targeted New Yorkers for free cone day, which the Syfy credits for upping viewership.

Affiliated Agency: Naked Communications, Maxus, Bottlerocket Marketing

Credits: Michael Engleman, EVP Marketing, Syfy Dana Ortiz, Vice President Brand Marketing, Syfy Mozghan Setoodeh, Director Off-Air Marketing and Promotions, Syfy Doreen Rokhsar, Manager Off-Air Marketing, Syfy Sean Speirs, Coordinator Off-Air Marketing and Promotions, Syfy James Spence, SVP Creative, Syfy Will Lee, Creative Director, Syfy Lucas Watkins, Senior Designer, Syfy Amy Sheil, Partner, Naked Communications Lisa Poerio Shimek, Managing Partner, Naked Communications Maura Hagerty, Strategist, Naked Communications Keith Faust, Group Director, Maxus Ashley Stibal, Supervisor, Maxus Kendell Ring, Planner, Maxus Dorothy Balsano, President, Bottlerocket Marketing Michan Fiore, Senior Vice President, Bottlerocket Marketing

Giant Farmers by Colle+McVoy for WinField - Answer Plot

Sometimes, bigger is better. To reach farmers, potential customers who use WinField Answer Plots for agronomic information, the agency went mural. Two 22-foot tall art works, hand-painted mega-farmers, appeared in an Ames, Iowa cornfield, the main route to the company’s trade show. Think Grant Wood on steroids. The clear message — WinField thinks big — clicked. The tactic spoke to rural audiences, helped produce 12,039 unique farmer attendees, representing nearly 14 million acres.

Credits: Nicole Pomerleau - Media Director, Colle+McVoy Jamie Utzinger - Associate Media Planner, Colle+McVoy Mike Caguin – ECD, Colle+McVoy Greg Wetzel – Group Creative Director, Colle+McVoy Matt Pruett – Sr. Art Director, Colle+McVoy Lee Hanson – Copywriter, Colle+McVoy Chris Peters – Art Buyer, Colle+McVoy John Cerney- Mural Artist Photographer – Jonathan Chapman

Performance Media & Marketing (including Direct Response, TV, Email, etc.)

Carbonite - David vs Goliath by Blitz Media for Carbonite

Carbonite? Something Superman might be challenged by? Far from it. Essentially, it's a cloud-based hard drive for one's computer -- if things should go wrong. For older, sometimes perplex computer consumers, this has been a gimme. Not so much for  computer-savvy young consumers. A web-based TV network, Revision3, and some young TV hosts putting their own spin on things. 10 million annual views resulted -- and an redemption offer over-delivered two and a half times.

Credits: Mary McCarthy, Senior Vice President, Strategy

Sales Driving by BSSP & Greyhound for Greyhound

Need to travel but don't, or can't, get to a car or a plane. A long-time brand, Greyhound, might get involved. Timing is everything because long-distance bus people make last minute decisions -- three days before they go. So make the media work to those dimensions -- and change preconceive old notions about the brand. The return on investment goal was to hit $17 in ticket sales for every media dollar spent. The result got to $28.79 in revenue instead.

Credits: David Pierotti - Group Media Director, BSSP Scott Day - Media Supervisor, BSSP Katherine Sollers - Media Supervisor, BSSP Timothy Foster - Assistant Media Planner, BSSP Maureen Bitter - Group Business Director, BSSP Jamie Ehrhart - Account Director, BSSP Sofia Pham - Account Executive, BSSP Kim Plaskett - Director of Marketing, Greyhound Nicole Recker - Senior Marketing Manager, Greyhound

Google Fiber by PHD for Google

Think Google:  Big. Scary. Global. Local, friendly, and accessible is much better -- especially for fine mid-west Kansas City folk where Google Fiber was starting up a test -- all to compete with -- who else -- big and scary cable companies. The easier sell: Google Fiber is 100 times faster than competitors' Internet and TV. One key local promo: Use trusted, local DJs on radio for commercials. A critical mass of consumers -- around 120 neighborhoods --- was the goal. The campaign got 180.

Credits: Google GSA Team Jake Phillips Global Strategy Director Omnicom Media Group Lauren Solomon Strategist Omnicom Media Group Jarett Fienman Digital Strategy Supervisor Omnicom Media Group Emily Henderson Associate Strategy Director Omnicom Media Group Antoinette Manigbas Assistant Strategist Omnicom Media Group Cara Saglimbene Media Strategist Omnicom Media Group

Place-Based Video

Play. It's Good For You. by Inwindow Outdoor for Purina Beneful

In an effort to promote Beneful brand dog food while at the same time encouraging “Play,” Inwindow Outdoor, in collaboration with Fallon and Zenith, created virtual dog runs at high traffic locations in five major cities with the centerpiece being a 64-foot digital wall running the length of a corridor in New York City’s Columbus Circle subway station. Equipped with 3D cameras, gesture recognition and laser tracking technology, the digital wall enabled passersby to stop and play with computer generated dogs in a virtual dog park. Each dog was generated with a robust artificial intelligence that allowed them to express a variety of emotions while being playful. They responded in lifelike ways such as pawing at the screen, rolling in the grass and engaging in other behaviors to encourage the user to interact, and even “customize” their dog by choosing color, size, snout, tail and fur pattern, and then paying with them in a virtual game of fetch. During the one month campaign, the display registered more than 532,000 views at the New York location alone, with 10,443 dogs customized and 76,731 balls thrown. 

Affiliated Agency: Fallon (creative agency), Zenith (media buyer)

Credits: (***also*** http://youtu.be/Iaw4tTxXAWk) Steve Birnhak - CEO - Inwindow Outdoor Riley Campbell - Office Dog - Inwindow Outdoor Dan Ryan - Account Manager - Fallon Bina Booth - Account Director - Fallon Jamin Hemenway - Brand Manager - Purina Todd Glick - VP, Assoc. Media Dir. - Zenith Damon Peirson - EVP, Director - Zenith

Clean Air by mediahub from Mullen for Barnes & Noble NOOK

Location, location, location. That’s what B&N Nook campaign capitalized on — running cinema ads and displays close to a store, where 90% of Nooks are sold. 71% of all cinema viewing takes place Friday–Sunday, when consumers are in the mood to spend. Plus, a ticket earned them coupons for free drinks at B&N. Who says no to free? The graphics were clean, the message clear: Nooks are fun. Some 63% agreed, saying they would consider purchasing the device.

Credits: Keith Lusby, SVP, Group Media Director, mediahub from Mullen Joslin Higgins, Media Supervisor, mediahub from Mullen Mark Shorey, Media Planner, mediahub from Mullen Amanda Chandler, VP, Account Director, Mullen Dave Weist, Executive Creative Director, Mullen Tim Vaccarino, Executive Creative Director, Mullen