Goodby, Silverstein, and Partners
Adobe, Acrobat 9 ESPN Tourney Challenge

Finalist Branded Content/Product Placement

To introduce the new Acrobat 9 PDF to its target audience – office workers – Adobe partnered with ESPN to overhaul the current March Madness bracket technology. Adobe 9 allows users to insert video, Flash content, collaborate with others and connect to the Web. The Adobe 9 technology enhanced the bracket experience by providing real time updates and allowed users to view ESPN headlines, videos and share opinions while at the same time interacting with the new software. Rather than trying to convince office workers to try the latest product, they engaged them in an experience through which they learned its capabilities naturally. Two weeks into the program, by the tip-off of the first game, the Acrobat-powered bracket had been downloaded 230,000 times.

Goodby, Silverstein & Partners: Joshua Spanier, Group Media Director; Erica Milanese, Senior Communication Strategist; Johanna Poch, Communication Strategist; Brittany Hawkins, Assistant Communication Strategist; Joel Gullian, Account Manager; Keith Anderson, Director of Design, Associate Partner; Angie Ziebell, Account Director.
Adobe: Alex Amado, Director, Creative Strategy and Service; AJ Joseph, Creative Director; Steve Weeks, Senior Manager, Media Planning.

Euro RSCG New York
The Atlantic, "Think Again"
Finalist Business Media

Euro RSCG devised a clever, visually striking way to reinvigorate the 151-year-old magazine "The Atlantic," with a double-entendre tagline: "Think. Again." At once touting insightful content in an ADD culture, while asking media buyers to reconsider substance, the agency launched an out-of-home/online campaign. It placed 14 neon signs around New York, asking delightfully provocative questions such as "Can Jesus Save Hollywood?" or "Is Porn Adultery?" Then, it filmed passers-by offering their opinions. A series of beautifully produced, thought provoking, yet often humorous, Web videos were the outcome. On the results front: the magazine's rate base increased by 13%, while 28 new print and 23 new digital advertisers have signed on since.

Euro RSCG New York: Heidi Waldusky, Associate Creative Director; Stephen Petronis, Art Director; Andrew Walko - Designer; Luke Ward, Copywriter; Chia-wei Chang, Flash Developer.

 

Goodby, Silverstein & Partners
California Milk Processor Board, "White Gold"
Finalist Communications Channel Plan

What do you do if your client is the California Milk Processor Board, and they ask you to come up with a strategy to overcome the negative perception, and rates of consumption, teens have about the dairy product? Well, if you're Goodby, Silverstein & Partners, you come up with a communications plan built around a kitschy, faux-glam rock star, and you milk it for all its worth. To overcome waning consumption of milk among teenagers, the GS&P team developed White Gold, a "gold-clad, spandex-pant rock god," that its communications plan unleashed into every facet of the California teen media lifestyle: music, social media, and the obligatory reach of supporting traditional media to spread the tongue-in-cheek campaign, which had a serious underlying message about the nutritional value of milk. Best of all, it worked, and teenage milk consumption is once again on the ascent. "So, what if we, a consortium of milk processors, didn't advertise a brand but a band? What if we didn't focus on 'media efficiencies' but concentrated instead on the distribution of content and creating a healthy message that teens will understand, wrapped around an idea that changed how they think and behave regarding milk," the GS&P team noted. All we can say is, "Got liquid gold?"

Goodby, Silverstein & Partners: Jeff Goodby, Creative Director; Robert Riccardi, Managing Partner; Christine Chen, Group Communication Strategist; Stephanie Charlebois, Senior Communication Strategist; Kelly Evans-Pfiffer, Group Brand Strategist; Paul Charney, Associate Creative Director; Bryan Houlette, Associate Creative Director; Andrew Bancroft, Copywriter, Lyricist; Martha Jurzynski, Account Director; Ashley Weber, Account Manager; Chris Vennemeyer, Assistant Account Manager; Paul Charney, Bryan Houlette, Larry Corwin, Rudi Anggono, Original Concept. Steve James, California Milk Processor Board Agency.

Team One
Lexus USA, The 2010 Lexus RX Lexus/Mine Magazine
Finalist Consumer Magazines

To promote the 2010 Lexus RX, Team One took the ideas of luxury and personalization to the next level by inviting consumers to create a customized magazine, appropriately called "mine." The five issues of "mine" shipped direct to participant's email inboxes, and consisted of subscriber selections from eight well-known Time Inc. magazines, integrated with Lexus-branded content and customized Lexus advertising. Team One drove participation in the innovative branded magazine promotion by partnering with various Time Inc. properties which directed readers to the signup Web site.

Team One: Paul Silverman, Executive Media Director; Jason Harrington, Group Media Director; Rebecca Foster, Associate Media Director; Chris Graves, Chief Creative Officer; Jon Pearce, Group Creative Director; Jason Tucker, Art Director; Schuyler Vanden Bergh, Copywriter; Jeanna Duff, Account Executive.     

Starcom USA
Gardenburger, "Seeds of Inspiration"
Finalist Creative

To get across a message of growth and sustainability important to its core audience, Gardenburger didn’t create ads or even a documentary. It hired noted author and landscape architect Fritz Haeg to create a piece of living art. The edible landscaping project, dubbed “Seeds of Inspiration,” grew among high-rise public housing in Chelsea in Manhattan, of all places, reinforcing the ideal that it’s possible to live naturally even within an urban setting. The garden’s growth and its affect on the community was chronicled on Ovation TV, but even after the series concludes Gardenburger will be featured on permanent signage at the garden, giving the brand a “piece of Manhattan real estate.”

Starcom USA: Laura Caraccioli-Davis, Executive Vice President; Tom Weeks, Vice President; Allison Walwyn, Development Executive; Kristin Mann, Producer; Gardenburger: Amitabh Krishan, Brian Kelley, Peter Brennan.

 

Yesmail
Hewlett-Packard, "HP Monster Sale"
http://www.mediapost.com/events/?/fa/e.judgView/showID/CreativeMediaAwards.09.NYC/ItemID/813/encrypted/6456B58F24D69B41DFC2D6DD59AD7B02/judging.html
Finalist Email

Part of HP’s direct-to-consumer marketing strategy, the HP Home & Home Office Store email program, was designed to drive traffic to, and create revenue for, the HP Home & Home Office Store. In the spring of 2009, HP partnered with DreamWorks to launch a huge sale utilizing branding and themes from the Monsters vs. Aliens movie. The objective of the campaign was to leverage the buzz surrounding the movie launch and generate incremental direct sales for HP. The campaign consisted of four email messages launched over 10 days — March 30th through April 9th, 2009. Each message leveraged key characters from the movie. As a result, more than 12 million subscribers were targeted, with each subscriber receiving all of the messages in the 4-part series.

Yesmail: Travis Rice, Creative Production; Sam Gibson, Web Production; Casey Diment Production Manager. HP: Victor Chemtob, Email Marketing Manager; Matt Caldwell, Creative Director.

Brightline iTV
Unilever/AXE, AXE "Dark Temptation"
http://www.mediapost.com/events/?/fa/e.judgView/showID/CreativeMediaAwards.09.NYC/ItemID/813/encrypted/6B27EE54D588803DB2AD9F9CB8A8252C/judging.html
Finalist Interactive/Enhanced TV

A bus riding young woman, in the throes a chocolate craving, takes a rear end bite of a strap-hanging young man - encased in chocolate. The commercial was part of a "Dark Temptation" new product launch for the AXE deodorant line - targeted at its young-male 18 to 24-year-old customer base. One of the largest interactive TV ad campaigns covered 65 million cable and satellite delivered homes, and, for an interactive TV channel alone, delivered ten times the number of online visits in less than a quarter of the time. In satellite homes alone, over 2.6 million clicks were generated.

BrightLine iTV: Robert Aksman, Executive Vice President, Experience Design; Cori Schattner, Experience Design Associate; Jacqueline DiMaria, Experience Design Associate.

PHD
HBO, True Blood Season 2: Hacking Reality
Finalist Media Planning

When client HBO was looking for a media strategy to launch the second season of their series True Blood, the team at PHD developed a media plan fans of the campy vampire storyline could really sink their teeth into. Coming on the heels of the theatrical release of teen vampire romance/thriller Twilight, PHD came up with an edgy, stick-its-neck out strategy that was sure to generate industry and consumer buzz. The first phase featured teaser ads in Hollywood trade publications and consumer entertainment magazines, as well as outdoor buys in New York and Los Angeles featuring creative such as a pool of red blood or the outline of a human and vampire in an embrace with the title “True Blood” purposely omitted. The second phase brought the alternate reality of the series to life with buys in trendy magazines celebrating the vampire lifestyles, including a “parties to die for” feature in Vanity Fair (in which real celebs sported true-to-life fangs), or a “vAMp New York” edition of AM New York, along with a series of faux-vampire product ads in Entertainment Weekly that features tie-ins with Geico, Gillette, Harley Davidson, Marc Ecko, Mini Cooper and Monster.com. Heavy out-of-home and TV weight backed the effort, as well as a viral video featuring Top Chef host and celebrity chef Tom Colicchio providing fake tips about how to prepare a dinner that both humans and vampires would enjoy. Other elements include cinema lobby and screen domination during key relevant summer releases, as well as an experiential stunt at Comic Con providing samples of a True Blood branded coffee line that gave new meaning to idea of drinking a cup of Joe.

PHD: Dennis Camlek, Senior Vice President, Account Director; Terrence Seitz, Strategic Director; Marie Hughes, Associate Media Director; Justin Alcantara, Planning Supervisor; Jacqueline Robin, Planner; Michael Steigman, Assistant Planner.

Initiative
CKE, Carl's Jr. "Deseos"

Finalist Multicultural Media

When spunky Southern California fast-food chain Carl’s Jr. was looking to build share among young Hispanic males, its competitive analysis showed that the industry’s Big 3 — McDonald’s, Burger King, and Jack in the Box — had virtually locked up key marketing platforms such as Mexican soccer packages. In response, Initiative’s research team turned to syndicated and focus group studies to find that macho Hispanic males actually watch Spanish-language soap operas. That led to a first-of-its-kind deal with Univision to produce a series of mini, 30-second novelas that would be used exclusively to launch Carl’s Jr.’s new products. The series, dubbed “Deseos” (the Spanish word for hungers), carried the tag line: “Real Men watch Novelas, Real Men eat Carl’s Jr.” At the climax of each scene, the Univision announcer served up the ultimate brand integration, offering, “and you will never guess what Don Fernando does next.” At which point the character reveals a Carl’s Jr. bag and pulls out a hamburger.

Initiative: Robert Holtkamp, Senior Vice President, Planning; Lorie Furay, Broadcast Supervisor; Kim Burke-Connors, Director of Promotions.

Goodby, Silverstein & Partners
Frito Lay, Doritos Late Night
Finalist Email

Making every effort to treat their powder-dusted chips as a lifestyle brand Doritos sought to launch a new "Late Night" brand extension. The actual packages of the new flavors - Last Call Jalapeño Popper and Tacos at Midnight - became entertainment portals themselves. Special edition bags became a "ticket" to all original entertainment experiences featuring musicians Big Boi and Blink 182. The artist recorded special live music for Doritos, which people could watch at home by holding the bag up to their Web cams. Using Augmented reality (AR) he bands appeared to pop right out of the bags, in a fully interactive 3D video that the user controlled.

Christine Chen, Deputy Head of Communication Strategy; Ted Florea. Brand Strategy Director; Nancy Reyes, Group Account Director; Hunter Hindman, Group Creative Director; Rick Condos, Group Creative Director; Amanda Cox, Executive Producer; Alisa Feinstein, Ketchum, VP Account Supervisor; Amanda Sklad, Sr. Communication Strategist; McKay Brown, Brand Strategist; Mary Ashley Chenoweth, Account Manager; Maggie O'Brien, Interactive Producer. OMD New York: Natasha Merez, Media Buying Supervisor.

Starcom
Procter & Gamble, Swiffer Condo Program
Finalist Newspaper

 Starcom proactively presented Swiffer with an opportunity for share growth, based on its knowledge of the Canadian condo market. The goal was to get small-space condo owners to re-think their cleaning choices. Ads in commuter newspapers, actively read in transport, pushed Swiffer’s value to urbanites. The campaign created eye-catching ads that Swiffered away text. By using editorial pages, the ads had readers wondering what would be Swiffered next. The print work created buzz and helped increase consumer purchase intent by 15percent.

Starcom MediaVest Group: Lauren Richards, CEO; Christine Saunders, Senior Vice President, Group Director; Andria Karabelas, Strategy Director; Tim Harris, Media Planner.
 

Goodby, Silverstein & Partners
Doritos, Hotel 626
Finalist Online Media Branding

To relaunch two of Doritos’ long-dead flavors (on a budget of less than $1 million), Goodby, Silverstein & Partners disregarded traditional — read “pricy” — media, and opened up a virtual hostel of horrors called Hotel 626, a site only open between the hours of six p.m. to six a.m. To reach their restless teen/young adult target market, they hid their Web site online, inspiring their audience to share it via social media, creating a stir that led to even greater levels of participation. Live Twitter feeds broadcasted users’ terrifying ordeals in real-time to their friends, and candid Web camera photos invited participants to share their fear-filled mugs with others. Plus, a custom FaceBook app allowed participants to ‘send a scare,’ and calls to users’ cell phones during and after their experience created ‘talk pieces’ within their peer groups. With zero traditional media investment, Hotel 626 lured over 4 million unique visitors down its dark hallways for an average ‘stay’ of 13 minutes, nearly four times the industry average, with 60% of traffic being direct entry. The re-launched Doritos flavors sold out.

Goodby, Silverstein & Partners: Sidney Bosley, Media Creative, Communication Strategy Director; Ted Florea, Brand Strategy Director; Stephanie Charlebois, Communication Strategist; Rick Condos, Creative Director; Hunter Hindman, Creative Director. 

MEC Interaction
Pizza Hut
Finalist Search

MEC Interaction’s search campaign for Pizza Hut gets the nod for its integration between digital and traditional campaigns, including online, mobile, games, retargeting, TV and print. Pizza Hut wanted to increase revenue by 30 percent, conversion rate by 4 percent and new users by 40 percent in 2009. Efforts in paid and organic search kept the Pizza Hut brand top of search listings. While mobile orders yielded an 8 percent click-through rate, a YouTube target campaign delivered a cost-per-click up to 65 percent lower than industry average. Strategic partnerships with Xbox 360 and Electronic Arts EA Sports Fight Night Round 4 promotion allowed Pizza Hut to get in front of the gaming community, too.

 MEC Interaction: Jeff Gores, Search Director; Dianna Kilroy, Sr. Search Manager; James Williams, Search Specialist. Pizza Hut: Carl Lucas, Associate Manager, Print and Digital.

Hill Holliday
Dunkin Donuts Campaign: Breakfast Not Brokefast
Finalist Outdoor or Place-Based Media

To promote Dunkin Donuts’ new value breakfast, Hill Holliday organized a national campaign on the theme “Breakfast Not Brokefast” that encouraged consumers to think twice about parting with otherwise trivial amounts of money, reminding them that they could get a Dunkin Donuts meal with just a few coins. To do this, they targeted areas with high pedestrian foot traffic and a propensity for tossing away money — meaning, areas with public fountains and street musicians. Before anyone gets upset about taking money away from starving artists, bear in mind that the street musicians were actually part of street teams hired by Hill Holliday. Despite this, the musicians were made to look as “authentic” as possible, so the message was only revealed if passers-by happened to look in their guitar case or other receptacles where change is usually deposited.

Hill Holliday: Kelly Butterworth, Media Supervisor; Rick McHugh, Associate Creative Director; Megan O'Connell, Art Director. 

Horizon Media
GEICO, Piggybacking
Finalist Radio

To promote Geico’s various vehicle insurance products, Horizon Media arranged for a “piggybacking” campaign that used contextually appropriate placements based on other advertising content. Across 169 stations in 55 markets, Horizon negotiated with Clear Channel Radio to create contextually relevant category spot placements for Geico throughout their flights. Clear Channel stations trafficked 15-second customized Geico spots to follow directly after relevant categories — i.e. auto, motorcycles, RVs, etc. Horizon then aired GEICO :60s after the custom :15. So when someone advertised a car, they were right behind with a car insurance spot. Advertise a motorcycle… and they jumped in with a motorcycle specific spot. This radio campaign continued to parlay GEICO’s 15-minute brand tag, with a pathway to GEICO’s website through a dedicated section on the radio stations’ websites. As the economic downturn took hold, GEICO, which does not allow release of sales data, moved into the top three insurance providers and remains the fastest growing, thanks in part to Horizon’s innovatively developed programs.

Lauren Russo, Senior Vice President, Director of Local Radio and Promotions; Jill Feinberg, Associate Managing Director, Local Radio; Christine Calamari, Brand Group Director; Kimberly Aiello, Senior Vice President, Managing Director.


 

Goodby, Silverstein & Partners
Cheetos, Toy Box
Finalist Research/Consumer Insights

What do you do when you've created an iconic snack food brand that has huge appeal and recognition among kids (second only to Ronald McDonald), and regulators and childhood obesity advocacy groups suddenly change your game, telling you that you can no longer advertise to children? Well, if you're Cheetos' agency Goodby Silverstein & Partners, you conduct some research to help you reposition your brand for grown-up consumers. Well, sort of. What GS&P actually did, was conduct some research revealing that some of us simply don't want to grow up, and we like snarky brands like Cheetos that let us play like children. How did the agency team pull it off? First they dressed researchers up in plush Chester Cheetah - Cheeto's all-too-hip spokescat - costumes, and observed how passersby interacted with the character. Too, they conducted focus group studies, and they even hooked consumers up to EEGs to observe their brainwave activity while they snacked. But the breakthrough was gleaned from some online research as the GS&P team culled through groups of grown-ups on social network sites that like to play around with Cheetos (shoving them up their noses, tricking out their cars, setting them on fire, and filling their bathtubs up with the snacks). Armed with this insight, the agency conducted an online "playtime" survey asking people how often they play games, skinny dip, gamble or play hooky. What they found was that American adults aren't having enough fun, and that a cheeky, cheese-flavored snack - if positioned properly - could help fill that gap.

Goodby, Silverstein & Partners: Christine Chen, Deputy Director of Communication Strategy; Stephanie Charlebois, Senior Communication Strategist; Rick Condos, Group Creative Director; Hunter Hindman, Group Creative Director; Rob Katzenstein- Creative Copywriter; Jose Luis Martinez, Creative Art Director; Robert Riccardi, "Managing Partner; Nancy Reyes, Group Account Director; Leah Yetka, Account Manager. Cheetos: Ram Krishnan, Marketing Director. OMD: Natasha Merez, Digital Strategy Supervisor.

Mullen
Ask.com, "Ask Crawl"
Finalist Television

There was a moment during the Daytona 500 on Fox when Ask.com’s “Crawl” campaign from Mullen took the checkered flag. A trivia question from Ask.com appeared in an animated search box on the screen. An announcer followed with: “We’re not going to tell you, you have to go to Ask.com.” Most of the time during the campaign, however, when the Ask.com search box suddenly popped up during programming — documentaries on National Geographic, movies on FX, etc. — there was no voiceover. No matter, the DVR-proof tactic of weaving in content-related questions and sending viewers to the search engine for an answer was a winner. Knowing some networks would balk at the integration, Mullen approached 30 and persuaded 16 to go along. 

Mullen: John Moore, Executive Vice President, Director of Ideas and Innovations; Steve Kalb, Senior Vice President, Director of Broadcast Media; Elaine Heilemann, Associate Media Director; Kate Monsalvatge, Jackie Heath, Network Buying Supervisor; Marissa Maltese, Senior Media Planner; Brenna Hanly, Assistant Media Planner; Julie Jaenicke, Network Assistant.