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Online Advertising Creativity

Advertising/Promotion Website or Microsite

Lincoln MKX/MKZ Hybrid - New Century Craftsmanship by Hearst Digital Media / Hearst Integrated Media for Lincoln

The 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. 

Find the complete list of 2012 OMMA Awards Finalists here.
Winners will be announced at the 2012 OMMA Awards reception in New York on October 1, 2012

Affiliated Agency: Team Detroit

Serve Money Mover by POKE for American Express

 

In 2011 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.

Find the complete list of 2012 OMMA Awards Finalists here.
Winners will be announced at the 2012 OMMA Awards reception in New York on October 1, 2012

Credits: POKE New York

Caught on Samsung by Starcom MediaVest Group for Samsung

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.

Find the complete list of 2012 OMMA Awards Finalists here.
Winners will be announced at the 2012 OMMA Awards reception in New York on October 1, 2012

Credits: Harlen Smith, Associate Director, Starcom MediaVest Group Chris Price, Director, Starcom MediaVest Group

Banner: Standard, Flash or Rich Media

WORDS by Ryan Partnership for Box

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.

Find the complete list of 2012 OMMA Awards Finalists here.
Winners will be announced at the 2012 OMMA Awards reception in New York on October 1, 2012

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

Disneyland Resort Cars Land by Expedia Media Solutions for Disney / True North

Wanting to 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 39%, respectively.

Find the complete list of 2012 OMMA Awards Finalists here.
Winners will be announced at the 2012 OMMA Awards reception in New York on October 1, 2012

Affiliated Agency: True North, Creative Acency

Credits: Expedia Media Solutions Jessica Haupert – Sr. Account Manager, Expedia Media Solutions Kate Bare – Product Manager, Expedia Media Solutions Disneyland Resort David Zschernig, Travel Industry Account Manager -Internet Sales, Disneyland Resort True North 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

Work Connects Us All by SS+K for AFL-CIO

The AFL-CIO 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.

Find the complete list of 2012 OMMA Awards Finalists here.
Winners will be announced at the 2012 OMMA Awards reception in New York on October 1, 2012

Affiliated Agency: B-Reel; web production

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 TV Executive Producer, TV: Kelly Fagan Production Company, TV: Zelman Studios/Kids with Candy Editor, TV: Peter Johnson, Consulate Editorial Music, TV: Search Party

Content Integration

The Great Play Challenge by Starcom MediaVest Group for LEGO

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.

Find the complete list of 2012 OMMA Awards Finalists here.
Winners will be announced at the 2012 OMMA Awards reception in New York on October 1, 2012

Credits: Starcom MediaVest Group: Merideth Sharp, Associate Director Stacie Marshall, Director Brenda White, SVP

FIAT & Pop Pilgrims by UM for FIAT

Hoping 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.

Find the complete list of 2012 OMMA Awards Finalists here.
Winners will be announced at the 2012 OMMA Awards reception in New York on October 1, 2012

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

Hellmann's Chicken Challenge by Unilever and Mindshare for Hellmann's Mayonnaise

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.

Find the complete list of 2012 OMMA Awards Finalists here.
Winners will be announced at the 2012 OMMA Awards reception in New York on October 1, 2012

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)

Contest/Promotion/Sweepstakes

New Jersey Devils Doodle.ly Promotion by Doodle.ly for Doodle.ly and New Jersey Devils

New 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.

Find the complete list of 2012 OMMA Awards Finalists here.
Winners will be announced at the 2012 OMMA Awards reception in New York on October 1, 2012

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.

The Louisville Slugger 2011 World Series Bat Drop by MEplusYOU for Louisville Slugger

Bat Drop, 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.

Find the complete list of 2012 OMMA Awards Finalists here.
Winners will be announced at the 2012 OMMA Awards reception in New York on October 1, 2012

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 3D A New Dimension in Search by True North Inc. for ThomasNet.com

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.

Find the complete list of 2012 OMMA Awards Finalists here.
Winners will be announced at the 2012 OMMA Awards reception in New York on October 1, 2012

Credits: Daniel Brown - Creative Director Maryah Arangio - Art Director Sean Sullivan - Senior Copywriter

Email: Campaign or Standalone

Delta Holiday eCard 2011 by Digitas for Delta Air Lines

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.

Find the complete list of 2012 OMMA Awards Finalists here.
Winners will be announced at the 2012 OMMA Awards reception in New York on October 1, 2012

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

2012 HP Clearance Event by Yesmail Interactive for HP Home and Home Office Store

With fun, 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.

Find the complete list of 2012 OMMA Awards Finalists here.
Winners will be announced at the 2012 OMMA Awards reception in New York on October 1, 2012

Credits: Matt Caldwell, VP of Creative & Agency Services Travis Rice, Senior Designer Mike Kippenhan, Senior Designer Marie Honme, Marketing Strategist

Food Lion Holiday Bake-Off by Engauge & Food Lion for Food Lion

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.

Find the complete list of 2012 OMMA Awards Finalists here.
Winners will be announced at the 2012 OMMA Awards reception in New York on October 1, 2012

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

Home Page Takeover

CRV Moments by Quantasy for American Honda Motor Co.

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