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New Century Craftsmanship HTML5 microsite for Lincoln’s MKX/MKZ Hybrid is one of Hearst’s most comprehensive, visually compelling, and content-rich custom destinations to date. It
illustrated a wide variety of unique and engaging capabilities such as swipable scrolling for tablets and PCs, video, photo galleries and Q&A interviews centered around the stories of four
influential artisans whose work exemplified Lincoln’s design ideals. The promotion culminated in a sweepstakes with extravagant prizes supplied by each of the artists. Average time spent on the
site per user - approximately 5 minutes.
American Express launched Serve, a revolutionary online payment system which allowed customers to manage their money digitally in a way which no service until had offered. POKE’s challenge was
to demonstrate how easy and useful Serve was—in its native environment: the Internet.
POKE created Play Money Mover! an interactive gameshow experience on playmoneymover.com and the only banner campaign to give the user, cash. By correctly answering a series of tough and carefully curated pop culture trivia questions players could win
up to $10, which they could claim by signing up for a Serve account. Users that were unsure of the answer to a question could tweet the question out to get help from their friends.
Credits: POKE New York
Whenever a meme-worthy cultural moment goes viral it will get turned into a animated GIF – an image standard that has been around for 25 years.
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, Associate Director, Starcom MediaVest Group
Chris Price, Director, Starcom MediaVest Group
Box, a cloud-based
content sharing solution sought to differentiate themselves in a crowded market of similar providers. The Ryan partnership developed a rich media campaign for the company that engaged viewers and
introduced them to testimonials from high-profile clientele. The campaign was a success with an increase in brand awareness and lead generation.
Credits: Guy Bommarito, Executive Creative Director, Ryan Partnership
Jessica Neville, Group Account Director, Ryan Partnership
Carla Ring, Associate Creative Director, Ryan Partnership
Erik Olsen, Senior Copywriter, Ryan Partnership
Jen Grant, VP of Marketing, Box
leverage the success of its hit movie “Cars,” Disneyland Resort teamed up with True North and Expedia Media Solutions to develop a rich media campaign for the resort’s Car Land. The
rich media and expandable Cars Land ad units were hosted on the Expedia home page during a 3-day period in June. After the campaign, Disneyland Resort ticket sales and revenue increased nearly 21% and
Credits: Expedia Media Solutions
Jessica Haupert – Sr. Account Manager, Expedia Media Solutions
Kate Bare – Product Manager, Expedia Media Solutions
David Zschernig, Travel Industry Account Manager -Internet Sales, Disneyland Resort
Daniel Brown – Creative Director, True North
Jarrod Ballou – Associate Creative Director, True North
Vicky Wetterer – Associate Creative Director, True North
Seth Klassen – Art Director, True North
Sherman Huang – Production Artist, True North
Ralitsa Vladova – Senior Media Planner, True North
Garen Karnikian – Media Analyst, True North
Nicole Macias – Account Director, True North
Marcus Cheek – Assistant Account Executive, True North
Megan Bentley - Account Supervisor, True North
is American’s largest federation of labor unions and recently launched its first ad campaign in 12 years. The “Work Connects Us All” campaign from SS+K sought to shed light on unions
through a contemporary, artful and not at all political campaign. The heart of the campaign was WorkConnectsUsAll.org, an interactive Web experience that aspires to engage Americans in a conversation
about their work experience.
Credits: CCO: Kash Sree
Creative Director, Art: Tim Hanrahan
Creative Director, Copy: Tony Stern
Copywriter: Nathan Phillips
Art Director: Alvaro Rivera
Director of Production: John Swartz
Sr. Producer, Interactive: Craig von Wiederhold
Executive Producer, Interactive: Elizabeth La
Production Company, website: B-Reel
Executive Producer, TV: Kelly Fagan
Production Company, TV: Zelman Studios/Kids with Candy
Editor, TV: Peter Johnson, Consulate Editorial
Music, TV: Search Party
Kids love LEGO blocks; they always have and always will. But moms sometimes take more convincing, viewing them as a toy rather than as the materials with which imaginary empires can be built. Enter
the Great Play Challenge, in which LEGO partnered with the Meredith Parents Network and the National Museum of Play to devise 31 daily activities for moms and kids. A tear-out calendar published in
Parents magazine helped moms keep track, while social media provided a further boost.
Credits: Starcom MediaVest Group:
Merideth Sharp, Associate Director
Stacie Marshall, Director
Brenda White, SVP
to better define its brand — specifically, reintroduce it to younger consumers who don’t remember its U.S. heyday — Fiat partnered with The Onion’s A.V. Club to take those
drivers around the country, pop-culture style. In “Pop Pilgrims,” video viewers visited 36 pop-culture landmarks, both famous and infamous. They ranged from the New York City street corner
where the cover for the Beastie Boys’ Paul’s Boutique was photographed to the church featured in the penultimate scene of The Graduate.
Credits: Denise Smith, UM
Brian Elliott, UM
Diana Bojaj, UM
Nina Lafata, UM
Theresa Porolniczak, UM
Tracy Abbate, UM
Dan Graham, UM
Esperansita Bejnarowicz, FIAT
Casey Hurbis, FIAT
To combat declining sales, Hellmann’s Mayonnaise put its money where the moms were. Hoping to engage them in a manner both clever and concise, the “Hellmann’s Chicken
Challenge” asked moms to create and share recipes for chicken dishes — with Hellmann’s giving them a nudge in the right direction, courtesy of cooking tips and social media backup.
It worked: During the 12 weeks that the “Chicken Challenge” ran, sales spiked 22.5 percent over the year-ago period.
Credits: Norian - Sr. Brand Manager (Unilever)
Rich Fuller - Planning Director (Mindshare)
Sarah Kostecki - Account Director (Ogilvy)
Nicole Lowe - Account Director (Weber-Shandwick)
Carla Johnson - Group Account Director (Ryan)
Joanna Hall - SVP, Experience Design (Brightline)
Janine Braider - VP, Account Director (Mediaworx)
Jersey Devils fans could win 2013 season tickets by designing a Stanley Cup playoff-themed doodle. Facebook voters picked the top 10 doodles; the Devils staff chose the grand-prize winner. The level
of fan artistry was impressive, and the winning drawing was printed on a Red Alert Playoff rally towel. There were over 600 submissions, 20,000 votes the first week, and a big uptick in Facebook
“likes” and Twitter followers. The devil is in the details.
Credits: Evan Vogel: co-founder of Doodle.ly and Night Agency- an award winning digital creative agency.
Darren Paul: co-founder of Doodle.ly and Night Agency.
a one-day promotion, began a day after the St. Louis Cardinals won the 2011 World Series. Forty-five commemorative Louisville Slugger World Series bats were hidden at city landmarks to pitch the
company’s BBCOR bats as the best. Clues were posted on Facebook and Twitter, jump-starting a scavenger hunt for a piece of baseball history. Over eight hours, the brand realized a 143 percent
increase in fans on Facebook and 161 percent on Twitter. Call it a home run.
Credits: Dax Hardage –Creative Director, MEplusYOU
Matt Whitaker – VP, Strategy, MEplusYOU
Tom Bateman – VP, Client Partner, MEplusYOU
Emily Lundy – Project Manager, MEplusYOU
Matt Smith – Group Creative Director, MEplusYOU
Michael Davis – Chief Creative Officer, MEplusYOU
ThomasNet.com is a professional resource for engineers. To showcase its semantic search technology, it sent 3-D glasses to trade-show attendees. They wore them for photos taken at the
company’s booth, which were later emailed with an invitation to check out Thomas’ new tech. The effort produced a click/open rate surpassing 150 percent, proving no one can resist mugging
for the camera — even if you’re wearing goofy comic-book style glasses.
Credits: Daniel Brown - Creative Director
Maryah Arangio - Art Director
Sean Sullivan - Senior Copywriter
Delta’s 2011 holiday ecard took those who opened the email on a world tour, tying in season’s greetings with Delta destinations. The interface was simple yet inventive, a vertical
scroller that users could navigate by swiping, sliding or clicking. Each slide represented a different destination, with a button to click to hear “Happy Holidays” said in the native
tongue and other buttons that displayed facts about the city when hovered over.
Credits: Molly Crawford, Digitas, Sr. Art Director
Daniel Lewandowski, Digitas, Sr. Art Director
Faylene Bell, Digitas, VP Marketing
Randall Hooker, Digitas, VP Creative Director
Tiffany Jackson, Delta Air Lines, Marketing Manager
Buffi Planas, Delta Air Lines, Marketing General Manager
engaging creative, Yesmail spread the word about an HP clearance event. At first glance, the email looks like a static email, with art displaying HP products. Then poof! One by one they begin to
disappear in a puff of smoke. The playful message that shoppers needed to hurry or miss the best deals was effective: Compared to the same event the year before, the 2012 campaign saw a 132 percent
lift in clicks, a 37 percent lift in conversion and generated a 29 percent lift in revenue per message sent, even with a send volume higher than that of the previous year.
Credits: Matt Caldwell, VP of Creative & Agency Services
Travis Rice, Senior Designer
Mike Kippenhan, Senior Designer
Marie Honme, Marketing Strategist
This supermarket chain used email as a way to connect and activate its fans, both in the email content and through heavy Facebook integration. The four-week Holiday Bake-Off Promotion coincided
with the winter holiday season. The campaign encouraged people to submit their favorite recipes using Food Lion’s Facebook tab. Once people submitted their recipe — in one of four
categories — an email was triggered, real-time, using an API call in ExactTarget. The email had the user-submitted photo and the recipe in a shareable format that linked back to the
brand’s Facebook page.
Credits: Steven Saunders, Interactive Marketing Manager, Food Lion
Amy Marinelli, Account Director, Engauge
Jessica Miller, Campaign Manager, Engauge
Megan Mashburn, Designer, Engauge
Julie Smith, Sr. Writer, Engauge
Elena Vega, Developer, Engauge
Quantasy was tasked with making the Honda CR-V appeal to the African American woman, which they did admirably by creating a set of videos in a quirky and fun visual style, each outlining a woman
going about her daily life in this car. She ferries her kids to school, calls her mother, drives in the rain, and camps with her boyfriend, and when the video is done, rollover points appear all
around the scene inviting the viewer to see how each part of the car helps her live her best life.
Credits: ECD – Wilky Lau
Digital CD – Devin Schoeffler
Developers- Hong Le
Producer – Danilo Roque
Copywriter – Aireka Muse