2012 Digital Out-of-Home Awards

Best Branded Content and Sponsorship

Pollen Count  by The Wall Street Journal Office Network  for  Claritin

As comes spring, so too comes allergy season… and the pressure on brands like Claritin to protect its market share against a host of competitors. To this end, Claritin partnered with The Wall Street Journal to add a localized pollen count - complete with a green/yellow/red color scheme to signify the severity of the threat - to the time/weather infobox in the upper right-hand corner of the venerable paper's web site. Unlike many data-smart campaigns, however, it added a geotagging component, which pointed would-be sneezers towards the closest retail pharmacy selling the particular Claritin product.

Affiliated Agency: Euro RSCG - Creative Agency

Credits: Jillian Milano, Media Supervisor, Draft FCB Maggie Szewczyk, Account Executive, Euro RSCG Jessica Ulrich, Account Executivem Euro RSCG

Best Branding Campaign

Patron Simply Perfect Live Artist Studios  by Pearl Media / the Richards Group  for  Patron

Pearl Media, Patrón Tequila and The Richards Group created a live artist experience -- "Simply Perfect" -- where about 30 up-and-coming artists created original artwork inspired by their personal interpretation with Patrón in New York's Soho; Hollywood; Chicago's Gold Coast; and San Francisco's Union Square. Each location, wrapped in branded vinyl, featured a live artist studio visible to street pedestrians, complete with digital display in one window that ran looped content of artists hard at work. QR Codes were integrated to drive traffic to the online auction site where consumers could bid on the completed artwork. The artwork was auctioned from a branded Web site.

Affiliated Agency: The Richards Group - creative agency

Credits: Josh Cohen – Executive Producer – CEO - Pearl Media Paul Whitney – Executive Producer - Chief Operating Officer - Pearl Media Doug Martin –Principal - The Richards Group Jeff Armstrong –Group Media Director - The Richards Group Caroline Thompson - Brand Management - The Richards Group Melissa Melcher - Brand Management - The Richards Group

Best integration with a mobile device

Times Square’s First Social Media Billboard  by MediaCom  for  Audi

Support the launch of the Audi A7 model at the New York International Auto Show a campaign connected out-of-home media with mobile through a 15,000-square foot Times Square interactive billboard that let passersby use a QR code to download guide books of various landmarks and cities across the U.S. The media campaign highlighted locations, such as the Brooklyn Bridge and the Flatiron Building. Users could comment, tweet, check-in on FourSquare at these locations. Approximately 17.7 million people viewed or interacted with the billboard, and A7 vehicle sales reached 2,700 units in three months. 

Affiliated Agency: Zaaz

Credits: Kristin Goodloe, MediaCom, Managing Partner Lauren Amster, MediaCom, Communications Planning Supervisor Zach Smith, MediaCom, Communications Planner Amy Auerbach, MediaCom, Partner, Digital Director Andrew Donohue, Kinetic, OOH Specialist Josh Schmiesing, Zaaz, Group Account Director Robert Roy Mapes, Zaaz, Program Manager Brenda Fackler, Zaaz, Producer Danielle Trivisonno Hawley, Zaaz, Creative Director Paul Cooper, Zaaz, Art Director Addison Linville, Zaaz, Sr. Interactive Designer Yury Liznov, Zaaz, Designer Jud Holliday, Zaaz, Technical Director

Best integration with experiential/activity

Nivea Kiss of a Lifetime  by Posterscope USA  for  Beiersdorf

When one hears "Times Square takeover," the immediate impulse is to make sure that anti-terrorism officials aren't involved. Thus it's a credit to Nivea that its pre-New Year's Eve campaign in Times Square, centered around a kissing booth synched to three jumbo screens, resonated with so many visitors. The booth, located in Aeropostale's Times Square outpost, provided sampling opportunities aplenty and gave visitors the opportunity to ask Nivea "ambassadors" for advice. All photos were automatically uploaded to Nivea's Facebook page, with out-of-towners given the option of uploading their own.

Affiliated Agency: Draft (Creative Agency), Barnard (Creative/Digital Agency)

Credits: Cecily Lister, VP Director, Modern Art, Posterscope USA Brigg Hyland, Chief Client Officer, Posterscope USA Ray Rotolo, Chief Operating Officer, Posterscope USA Steve Bumstead, President, Pixelfire Katy Rivera, VP Associate Director, Innovation & Activation, Posterscope USA Elina Yankovich, Account Manager, Hyperspace, Posterscope USA

Best integration with traditional media e.g., print, TV, radio, static out-of-home

Smash/The Voice Season 2: Day of Digital  by NBC Entertainment, Kinetic, Maxus  for  NBC Entertainment

 

In early February, NBC set out to dominate the day after Super Bowl Sunday. Dubbed "Day of Digital," Kinetic, working with NBC and Maxus, identified over 300 digital out-of-home screens to supplement existing advertising efforts. The result gave the network the share of voice across all mediums. That Monday, digital out-of-home advertisements for "Smash" and "The Voice" went live across major markets. That day, "The Voice" was the number one show and the "Smash" premier came in third.

Affiliated Agency: Naked (strategy); Maxus (planning)

Credits: Ken Grayson – VP, Media, NBC|Universal Teddy Nadell – Media Manager, NBC|Universal Dave Barnett - Group Director, Kinetic Nicole Walker - Director, Kinetic Chris Manna - Manager, Kinetic Joe Savino - Specialist, Kinetic Grace Chou - Associate, Kinetic

Best use of interactive technology

Scion Surface Experience  by Juxt Interactive  for  Scion / Toyota Motor Sales USA

Scion wanted to create an experience for visitors to their auto show and launched the Scion Surface Experience. It's a multi-touch campaign using a deck of eight unique collectible trading cards that interacts with the touch-based Microsoft Surface. When a card is placed on the surface, the table reveals photos, video content, regional sales info, and localized events. Flipping the cards trigger the playing of a beat, bass or vocal to a song from one of Scion’s sponsored artists. Placing all eight cards on the Surface simultaneously plays the complete song. Spinning each card allows the guest to mix the song in real time.

Affiliated Agency: George P. Johnson

Credits: JUXT Interactive: Executive Creative Director: Todd Purgason Creative Director: Jeff Whitney Assoc. Creative Director: Sebastian Bettencourt Senior Producer: Stephen Tisdale Art Director: Renato Braga Copywriter: Josh Eck Motion Designers: Ken Wu, Andy Bang Design: Trisha Victorio 3D: Donna Schichler George P. Johnson Account Direction: Jaime Holland Creative Director: Aaron Langer Development: Ari Jacobs / Dr. Neil (nSquared Solutions) Sound Design: DinahMoe 3D walls: Iron Claw

Best Use of Relevant Message and Environment

Game of Thrones  by PHD  for  HBO

 

HBO's "Game of Thrones" kicked off with an advertising campaign that brought to life the series through activating users' senses. Over six weeks PHD brought the series to life through a fantasy billboard near Los Angeles' busiest intersection. The idea was to use digital to bring a fantasy to life for viewers. The results were astonshing. "Game of Thrones" was the number one cable show in 2011 grossing over 12.7 million viewers in its premiere episode.

Affiliated Agency: Outdoor Media Alliance - OOH, BBDO (Creative), Campfire (Creative)

Credits: Andrea Cardamone (SVP, Group Account Director), PHD Sarah Giannantonio (Associate Media Director), PHD Lauren Foley (Digital Supervisor), PHD Chris Spadaccini (SVP, Consumer Advertising), HBO JD Michaels (Tactile Production + Creative Engineering), BBDO Dena Iraggi (Associate Director), OMA Idalis Zapata (Account Executive), OMA Nathan Miller (Assistant Account Executive), OMA Michael Monello (Executive Creative Director), Campfire Steve Coulson (Creative Director), Campfire Jeremiah Rosen (President), Campfire

Most Innovative Technology/Platform

World’s Largest Claw Game – First ever interactive 3D Projection  by Pearl Media / Starcom / Goodby, Silverstein & Partners  for  Chevrolet

Chevrolet and Pearl Media set up an interactive 3D mapping projection on the Roosevelt Hotel in Hollywood, Calif., featuring the world’s largest arcade Claw game, for two days in December. Supporting Chevy’s "Let’s Do This" campaign for the 2012 Chevy Sonic, the projection covered the façade of the hotel and spanned more than 10,000 square feet. A human-sized joystick set up in front of the Roosevelt Hotel allowed passersby to direct the claw toward one of many prizes, from a vacation for two valued at $4,000 to Burton Snowboards. On the second night, one winner got a new Chevy Sonic.

Affiliated Agency: Goodby Silverstein & Partners – creative agency Starcom Chicago - Media agency Beast SF - Editorial M Squared Productions – Sound Mix Plied Sound - Sound

Credits: Josh Cohen – Executive Producer – CEO - Pearl Media Paul Whitney – Executive Producer - Chief Operating Officer - Pearl Media Jamie Barrett - Executive Creative Director/Partner – Goodby Silverstein & Partners Joakim Borgstrom - Creative Director – Goodby Silverstein & Partners Hunter Hindman - Executive Creative Director - Goodby Silverstein & Partners Andrew Bancroft – Associate Creative Director - Goodby Silverstein & Partners David Byrd – Art Director - Goodby Silverstein & Partners Susan Land – Art Director - Goodby Silverstein & Partners Hilary Coate – Executive Producer – Goodby Silverstein & Partners Ryan Wilson - Assistant Producer - Goodby Silverstein & Partners Niklas Lilja – Sr. Copywriter – Goodby Silverstein & Partners Trey Tyler – Copywriter - Goodby Silverstein & Partners Brian Lagerhausen - Editor – Beast Jason Hinkley - Assistant Editor – Beast Dave Burghardt - Online & Color – Beast Ben Somkin - Post Producer – Beast Ryan Sibitz - Audio Engineer – M Squared Productions Matthew Joynt – Composer – Plied Sound

Most Original Pairing of OOH Advertising with Venue

Run With Ryan  by Inwindow Outdoor and Vitro  for  ASICS

ASICS had sponsored the ING New York City Marathon for so long, and with enough success, that it set out in 2011 to do something entirely unique. And so it was that, prior to the race and during the weeks that followed, commuters in Manhattan's Columbus Circle subway station found themselves staring at a 64-foot-long video wall, which flashed images from the city's five boroughs and then a clip of marathoner Ryan Hall running the length of it at his usual marathon pace (read: really, really fast). It wasn't uncommon to see commuters attempting to keep up. And failing horribly.

Affiliated Agency: CBS Outdoor, OAG

Credits: To be provided under separate cover