MediaPost - OMMA Awards

Integrated Online Campaign

Apparel/Fashion: The Invisible Game by KSL Media for UGG Australia

UGG Australia teased their audience through the campaign “UGG Eclipse” to build awareness and showcase the new men’s footwear line. With the recent integrated campaign, UGG successfully created the vision online while slowly revealing a print mural located opposite of Penn Station in New York City. To maximize exposure nationally, UGG Australia filmed and edited the creation of the mural and revealed the process on Facebook sponsored stories and Twitter promoted tweets.
Affiliated Agency: M&C Saatchi (creative agency), 360i (social)
Credits: Jeremy Viola, SVP, Managing Director (KSL Media) Nik Miller, Account Supervisor (KSL Media) Alan Mendenhall, Media Planner (KSL Media) Chelsea Dominski, Assistant Media Planner (KSL Media); Cool Parties by Mediahub/Mullen for Timberland

A campaign by Timberland, “Cool Parties”, showcases how to successfully utilize the idea of paid content. By strategically partnering with social and fashion content experts, “GQ.com”, “A Continuous Lean” and “Uncrate”, Timberland changed the perception of the brand. The influencers involved shared with Timberland a similar passion for purposeful craftsmanship, quality and style. Sponsoring style and fashion content showcases how the outdoor-centric rugged brand offers surprisingly stylish footwear and apparel.
Credits: John Moore, Chief Media Officer, Mediahub/Mullen Sean Corcoran, SVP Director of Digital & Social Influence, Mediahub/Mullen Kazi Ahmed, VP, Group Digital Media Director, Mediahub/Mullen Jennifer Biagiotti, VP, Associate Media Director, Mediahub/Mullen Aaron Perrino, VP, Experience Creative, Mullen Mike Fisher, Associate Media Director, Mediahub/Mullen Mark Shorey, Senior Media Planner, Mediahub/Mullen Elizabeth Fermon, Senior Digital Media Planner, Mediahub/Mullen Jessica Conway, Assistant Digital Media Planner, Mediahub/Mullen Leah Jaenicke, Assistant Media Planner, Mediahub/Mullen; Woolite Washed by iris Worldwide for Reckitt Benckiser / Woolite

The integrated online campaign "Woolite Washed" was able to align the heritage brand Woolite with a new term - fashion. Through its integrated campaign, the company stepped away from the laundry room and surrounded itself within key passion points for women - fashion, style, and clothing. By creating an interactive retail experience and launching the brand's social presence, Woolite increased engagement with their target audience across all social media.
Affiliated Agency: Havas (ATL agency)
Credits: Lara Burniston - Group Account Director Jared Shell - Account Manager Joel Nagy - Technology Director Daag Alemayehu - Lead Developer Allen Chan - Developer Kevin Kemper - Developer Kevin Sheldon - Senior Interaction Designer Santi Saucedo - Senior Creative Scott Jones - Lead Front End Developer Esty Gorman - Planning Director Amy Brown - Social Media Strategist Sasania McCarthy - QA Analyst Scarlett Coley - Creative Lead

Automotive: Last Game by MMB for Gulf States Toyota

As a Japanese-owned company battling against American vehicles, Toyota’s goal was to create an emotional connection with the brand. An online video about two high school friends, who just played one last final football game, demonstrated that Toyota is a thread in the fabric of Gulf State communities. Total views were 50% over the planned benchmark, with a constant stream of positive comments.
Affiliated Agency: Zenith/Publicis: Media Performics: SEO/SEM
Credits: Creative Directors: Fred Bertino, Jamie Mambro, Jerry Cronin Art Director: Jennifer P. Campbell Copywriter: Jerry Cronin Broadcast Producer: Jill Andresevic Account Team: Liz Vanzura, Jon Greeley, Kevin Redmond, Sebastien Klien Digital Creative Director: Stephen Potter Digital Designer: Jamie Bakum, Sarah Fuller, Matteo Gulla Digital Writer: Elizabeth Entenman; The Beetle Shark Cage by MediaCom for Volkswagen Beetle

Volkswagen engineers teamed with Discovery “Shark Week” photographers to create a fully operational underwater Beetle, a “Shark Observation Cage”, to change the perception that the Beetle is no longer a “girl’s car”. Footage aired on TV and online allowing viewers to watch additional content on a co-viewing app. Brand recall, likeability and opinion scores darted well past competitive benchmarks. Not to mention, the campaign won awards at the Cannes Lions Festival, Festival of Media and Creative Media Awards, and was just named Adweek’s Media Plan of the year.
Affiliated Agency: Deutsch LA (creative), Edelman (PR), Discovery Channel
Credits: Adam Pincus, MediaCom, Director/Mediacom Beyond Advertising David Fasola, MediaCom, Managing Partner Sean Williamson, MediaCom, Communications Planning Director Justin Osborne, Volkswagen, Gm/Marketing Communications Matt Ian, Deutsch, Group Creative Director Michael Kadin, Deutsch, Group Creative Director Jerome Austria, Deutsch, Group Creative Director Kevin McCarthy, Discovery Channel, Director/Discovery Solutions Stacy Tobin, Discovery Channel, Account Executive Joanne Diaz, MediaCom, Senior Partner/Associate Director Scott Felenstein, Discovery Channel, Executive Vice President/Discovery Ad Sales Alex Milwee, Edelman, Senior Account Supervisor Mark Lewis, Discovery Channel, Director/Discovery Ad Sales Marketing Scott Clark, Deutsch, Creative Director Amanda Doyle, Deutsch, Assistant Account Executive; Jeep & AOL “Pretty Savvy” by UM for Chrysler/Jeep

Looking to strengthen awareness between women 25-35 years old, Jeep developed a partnership with AOL’s StyleList to support the launch of the 2014 Compass through a custom branded content program: “Pretty Savvy”. A custom series of videos, hosted by popular online blogger and DIY queen Erica Domesek, inspired viewers to create inexpensive high-end fashion trends. Over 2.7 million views were generated, with Jeep Compass integrated episodes garnering 900K+ views.
Credits: Diana Bojaj - UM

Beauty/Cosmetics: Campaign: Swisspers Sleep Naked by Marcus Thomas for U.S. Cotton/U.S. Cotton/Swisspers

A simple story resonated well with individuals not familiar with the unknown brand through an intriguing and beautifully imaged storyline. Swisspers “Sleep Naked”, introduced a generic product to generate brand awareness through various campaign and social media sites. Staying within a limited budget, this is pretty impressive for a brand once unknown.
Credits: Team: Julie Koenig, V.P. Sales & Marketing, U.S. Cotton Quintin Shuler, Executive Vice President U.S. Cotton Shawn Engler, Assistant Product Manager, U.S. Cotton Heidi Modarelli-Frank, VP/Social Strategist, Marcus Thomas Jim Sollisch, SVP/Creative Director, Marcus Thomas Scott Chapin, SVP/Digital Strategist, Marcus Thomas Janine Nolan, Account Supervisor, Marcus Thomas Mo Wagner, Community Manager, Marcus Thomas Brooke Carpenter, Social Media Team, Marcus Thomas Nick Zwinggi, Senior Developer, Marcus Thomas Stephanie Riediger, Planner, Marcus Thomas Phong Nguyen, Art Director, Marcus Thomas Kevin Delsanter, Writer, Marcus Thomas; Hazeline Quest within Sky Garden by VNG Corporation for Unilever

Hazeline is the number one social web-game for young adolescent girls in Vietnam combining and differentiating from 100 competing products. Talk about efficient product placement! The social web-game engages young girls through beautiful design and seamless integration creating a casual game playing experience. From gaining prizes to winning experience points, it’s no wonder Hazeline is so popular!
Credits: - Phuong Nguyen Tang Son _ Project Manager _ VNG Corporation. - Trang Pham Huynh Phuong _ Account Manager_VNG Corporation - Han Bui Thuy Thuc_Web Designer_VNG Corparation; Embrace DYI: Reveal the Designer in You by Carat USA for Procter & Gamble/Venus

All it takes is a pinch of trendy celebrities and some DIY tips to get teenage girls on your side. These young girls are digitally savvy, increasingly interested in personal beauty, creative and enjoy challenges. Keeping that in mind, Gillette Venus, created a multi-platform design contest to showcase teenage girls creativity to help grow market share and increase brand awareness. Gillette Venus fully understands this specific group as a dramatic increase in product awareness occurred after the campaign.
Credits: Carat USA: Adrian Heney, SVP - Group Director Joanna Hawkes, Director Kaitlyn LaRiviere AFFILIATE AGENCIES MediaVest/Liquid Thread Resource Interactive Marina Maher Communications

Beverage (non-alcoholic): Pepsi Live For Now by Deep Focus for Pepsi

What do famous musicians and Pepsi fans have in common? They “Live for Now” – that’s what. Pepsi unveiled its first global campaign “Live For Now” based on the brands new global positioning. Pepsi hired Deep Focus, known for building brands in real-time, to hit the ground running. Partnering with Facebook and OMD, the results were impressive as engagement levels jumped 114 percent and viral reach shot up 1,133 percent — and Pepsi scored 250,000 new fans. Not bad for a month’s work.
Affiliated Agency: OMD, media support
Credits: Deep Focus : Joanna Firneno, Senior Manager Social Media Communications Franklin DeFelice, Social Media Communications Manager Nicole Reddick, Associate Social Media Communications Manager Chelsey Binkley, Account Associate Michelle Barna, Director Social Media Communications Ian Schafer, CEO Ken Kraemer, Executive Creative Director Facebook: Eric Berman, Client Partner Kevin Knight, Team Lead, Creative Solutions Roger Lu, Media Solutions Manager Elizabeth Cantalamessa, Client Partner Sharan Durrett, Account Manager at Facebook OMD / Resolution Media: Colin Sutton, US Director, Social Media at OMD George Manas, Associate Director, Client Strategy & Development at Resolution Media Evan Rosenblum, Digital Media Analytical Strategist Pepsi : Shiv Singh, Global Head of Digital, PepsiCo Beverages Irina Schwatka, Digital Brand team, Pepsi; Wild Rabbit by Moët Hennessy, USA for Hennessy

What is more integrated than creating a viral video of the installation of a huge billboard on the side of a Manhattan skyscraper? That is one thing Hennessy pulled off as part of the “Never Stop. Never Settle.” campaign. Research showed the majority of Hennessy customers are heavy mobile users, so at the heart of the effort, they built a sleek responsive website that looks particularly good on mobile devices. Hennessy branded with hip-hop artist Nas for a new Youtube campaign for “Worldwide Wild Rabbit Chase.” delivering high results in video views. Hennessy also incubated a blogger partnership program, tapping influencers who represent the “Never Stop. Never Settle.” ethos. Social initiatives extended offline at Hennessy-sponsored events and samplings through branded content, digital installations and user-generated content using #TeamHennessy, #NeverStopNeverSettle and #WildRabbit hashtags.
Affiliated Agency: Nurun: Digital Strategy and Design Services. Havas Media: Media Planning and Buying. Morpheus Media: Social Engagement. Droga5: Creative Advertising
Credits: Montana Triplett, Director of Digital Marketing, Moët Hennessy USA Guthrie Dolin, Executive Director of Strategy, Nurun Matthew Meschery, Senior Strategist, Nurun; Six Pack Mountain Crew by Intemark, Inc, K2 Sports for K2 Sports/Coors Light and Coors Banquet

When the thermochromic ink turns blue on a Coors Light, this indicates the can has reached perfect chilling temperature. Ski manufacturer K2, teamed up with Coors Light and Coors Banquet to design cold-activated Coors Light branded skis and snowboards. Just like the can, cold-activated skis and snowboards featuring a mountain range image turns blue at just the perfect temperature. In other words, time to hit the slopes. Promoted across all social media channels and across all social media, text-to-win contest prizes were items such as cold-activated branded skis. K2 brought MillerCoors to over 100 annual on-snow events, and the two brands co-produced a series of custom-content webisodes called “Six-Pack”.
Affiliated Agency: Intemark, Inc (K2 Sports), Cavalry Agency (MillerCoors), VML (MillerCoors)
Credits: Jeff Mechura, VP of Global Marketing, K2 Sports; Dan Hennessey Senior Director of Marketing Coors Family of Brands MillerCoors, Jill Woxland, EVP, Intemark, Inc

Business-to-Business Campaigns: Hit the Links by Fanscape for Callaway Golf

Fanscape asks, “do you want to get business done?” well, better get more than two million golfers and Linkedin followers together. (Two million? We will never get a tee time!) Teaming together, Callaway and LinkedIn aim to help improve golf tips, Linkedin effectiveness and ideal golf “foursome” networks (get it?). It's about Callaway, making a “hole in one”; LinkedIn, connecting; and of course, golf. The “Hit and Links” experience reached nearly nine million people.
Affiliated Agency: The Marketing Arm
Credits: Harry Arnett, SVP Marketing, Callaway Golf Scott Goryl, Senior Manager, Global Communications, Callaway Golf Chad Coleman, Social Media Manager, Callaway Golf Angela Megrey, Account Director, Fanscape Brandon Stuart, Creative Director, Fanscape Mike “Chia” Chiavetta, Strategy Director, Fanscape Brad Alesi, Digital Director, The Marketing Arm; What Is Working: Small Businesses by Huffington Post Media Group for Goldman Sachs

The Huffington Post and Goldman Sachs collaborated to develop a new, sponsored section to provide small business owners and entrepreneurs with the tools needed to succeed in a challenging economy. The section is called "What is Working: Small Businesses" and launched on April 1, 2013. It features original Goldman Sachs-authored content about the practical skills taught to participants of its 10,000 Small Businesses program, an investment to help entrepreneurs create jobs and economic opportunity by providing greater access to education, capital and business support services to small business owners. This is combined with solicited content from the program's partners and graduates, thought leaders, news articles and curated content from other independent contributors. Its purpose is to inspire, educate and inform small business owners and shine a light on positive stories of entrepreneurship in the U.S.
Affiliated Agency: kbs+ and The Media Kitchen
Credits: Brian Sirgutz, SVP of Social Impact, The Huffington Post Laura Baker, Head of Branded Content, The Huffington Post Sarabeth Sanders, Manager of Native Advertising Products, The Huffington Post Riddhi Shah, Editor of Social Impact and Good News, The Huffington Post Joe Van Brussel, Staff Writer, The Huffington Post Marcia Greenblatt, Senior Sales Director, AOL Katy Osborne, Strategic Account Manager, AOL; Accountemps by Traction for Robert Half International

Robert Half International, which specialized in providing short-term financial help, wanted help promoting the character of Bob--a portly guy who gesticulates like Lewis Black. He's the kind of guy who saves the day if you need a temporary accounting clerk (set the bar low enough in life for saving the day, and you’ll never be disappointed). See what Traction has done. You’ll like Bob. His co-workers like Bob. Everybody likes Bob. In fact, find your inner Bob. A frightening thought that; still, he'll save your--wait for it--ASSets.
Credits: *Direct Client -Amanda Leach-Rouvi, RHI *Account Director - Chris Thompson, Traction *Creative Director - Theo Fanning, Traction Producers - Kate lee, RHI; Sean Millis, Traction Production Company - Go films Directors - Sausage Films Post Production - Beast Editor - Connor McDonald Sound Design/mix - Studio Guapo Art Direction -John Benson,Traction; Jon Stepping, Traction Copywiriting - Ward Evans, Traction Graphic Production - Kele Todd, Traction

Best Relaunch of Causes/Charity/Non-Profit Organization Website: The Salvation Army - "Rock the Red Kettle" Campaign by The Richards Group for The Salvation Army

Last year, The Salvation Army tapped Owl City and Andy Grammar to promote the annual “Rock the Red Kettle” concert. Through a partnership with AOL and Cambio, the concert was streamed live on Facebook, and promoted on Cambio's music channels as well as AOL's network. iHeartRadio promoted the concert on its online stations in Los Angeles, while Pandora created a custom station for the initiative. Web users who visited The Salvation Army Facebook page could sign up to receive a free personalized digital autographed photo from Owl City's Adam Young.
Credits: Cheryl Huckabay, Brand Media/Principal Heath Griffith, Brand Media/Director Jon Lee, Brand Management/Director Jeff Kauffman, Brand Media/Planner Alex Cohen, Brand Management Mark Shonka, Brand Management Jen Blohm, Brand Media/Planner; “Christmas is…” by ID Media for Church of Jesus Christ of Latter-Day Saints

The Church of Latter-Day Saints launched the “Christmas Is” campaign to showcase Mormons are Christians, while also capitalizing on a new interest in Mormonism generated by the presidential campaign of Republican candidate Mitt Romney. The campaign involved pre-roll ads around holiday content on Web video sites -- including Hulu Plus, ABC.com, and CBS.com -- roadblocks on a holiday list on Spotify, and 30-second audio ads on Pandora’s Holiday Playlist. Yahoo users searching for Christmas content was served full page units.
Affiliated Agency: Bonneville Communications (Marketing and Creative)
Credits: Marc Lee, Director of Media and Research, Bonneville Communications; John Dye, Director of Digital Media, Bonneville Communications; Scott Nelson, VP Director of Media Strategy, ID Media; Maggie Chin, VP Director of Media Strategy, ID Media; Clare Morgan, Senior Media Strategist, ID Media; Here for Good by Forum One for The U.S. Committee for Refugees and Immigrants (USCRI)

The “Here for Good” campaign, by the 102-year-old United States Committee for Refugees and Immigrants, aimed to use social media to raise its profile and spark donations. The campaign featured weekly series of photos, picture posts, and accompanying copy -- all intended to show aspirations of the newest Americans. For the initiative, the organization visited the National Mall to interview people; while there, it captured videos of more than 30 immigration stories from over 20 countries.
Credits: Laura Kisailus, Manager, Online Marketing & Advocacy (Creative Director), Forum One Michael Rader, Project Manager (Strategist), Forum One Tracey Breese, Research Analyst (Coordinator), Forum One Michael Swingler, Designer (freelance), Forum One Jenelle Eli, Senior Communications Officer, USCRI

Consumer Packaged Goods: Axe Apollo "Nothing Beats an Astronaut" by Mindshare for Unilever/Axe

Astronauts still have "the right stuff”, trumping all other heroes with the ladies. MindShare went Mach five by driving trial through a sweepstake to launch 22 men into space. Beginning with the Super Bowl, they focused on major sports and entertainment events with TV and social media. Buzz Aldrin was featured on Axe Apollo's website that gave further details on the prize. This product launch was the most successful in Axe's history. Godspeed, Axe Apollo!
Credits: Joshua Spiegelman Mindshare Director Laura Powers Mindshare Associate Director Janet Levine Mindshare Director David Lang Mindshare Entertainment President/Executive Producer Greg Manago Mindshare Entertainment Managing Director/Producer Russell Stein Mindshare Entertainment Associate Producer; Perdue Masterbrand "Toons" Campaign by The VIA Agency for Perdue

VIA helped Perdue build another generation of loyal fans by animating the classic Perdue story. TV, digital, mobile and social networks used engaging characters to directed consumers to "The Perdue Way" (we loved the chicken bursting out of its banner confines). The website, entertaining and informative, speaks to Perdue's long-standing values which have become more relevant over time. This campaign helped to boost base sales share by 13 percent, major growth for the brand.
Affiliated Agency: Media: RJ Palmer Digital Production Company: Marriner CP Trade Company: Donovan Design/Animation Company: Nathan Love Post Production Company: VFX
Credits: Greg Smith - Chief Creative Officer Teddy Stoecklein - Group Creative Director Mary Hanafin - Executive Director of Creative Production & Services Amos Goss - Creative Director Bobby Pfeiffenberger - Associate Creative Director Kristen Kriisa - Senior Writer Stephen Davis - Senior Writer Matt Schuemann - Art Director Michelle Diaz - Art Director Katie Benedict - Production Designer Mario Proia - Production Manager Jerry Izzo - Senior Producer Amy Waterman - Senior Integrated Producer Meghan Gildart Nappi - Agency Music Producer Patrick Krulik - Integrated Producer, Interactive Julia Brady - Group Strategy Director Dan Bailin - Client Strategist Shelley Daughtrey - Account Supervisor Leah Rohner - Assistant Account Executive Scott MacLeod - Director of Analytics & Insights Pete Wiernusz - Analyst Judi Cutron - Senior Social Media Strategist Liz Pettengill - Junior Social Media Strategist; FAGE Fill the Fridge Challenge by Mediahub/Mullen for FAGE Total Greek Yogurt

Fage faced deep-pocket competition and consumer resistance to plain Greek yogurt. Mediahub/Mullen created a niche market as a staple for cooking. This campaign combined audience participation, prizes and Bobby Flay. Vertical print, Yahoo and Facebook exchange ads prompted prospects to fill a virtual fridge with ingredients to pair with Fage. All media led to FageTotalChallenge’s how-to videos with Flay incorporating Fage with these ingredients. 7,000+ unique ingredients were submitted and the campaign exceeded all goals.
Affiliated Agency: Mullen, creative
Credits: John Moore, Chief Media Officer, Mediahub/Mullen Jennifer Biagiotti, VP, Associate Media Director, Mediahub/Mullen Samantha Paul, Associate Digital Media Director, Mediahub/Mullen Jennifer Rich, Senior Media Planner, Mediahub/Mullen Mark Wenneker, Chief Creative Officer, Mullen Stephen Goldblatt, Chief Digital Officer, Mullen Tim Vaccarino, Executive Creative Director, Mullen Brian Tierney, Group Creative Director, Mullen Scott Slagsvol, Sr. Art Director, Mullen Danielle Marino, Sr. Art Director, Mullen Andrea Mileskiewicz, Sr. Copywriter, Mullen Chris O'Donnell, Sr. Copywriter, Mullen Chere Furman, SVP, Director of Creative Support Services, Mullen Liza Near, Exec Director of Integrated Production, Mullen Alanna Whelan, Sr. Digital Producer, Mullen Jeff Prince, Group Account Director, Mullen Andrea Vargas, Account Supervisor, Mullen Meg Goullet, Sr. Account Executive, Mullen Mathew Ray, SVP, Director of Creative Technology, Mullen Steve Laham, QA Manager, Mullen Luke Sideris, Web Developer/Creative Technologist, Mullen Helen Keighron, Associate Experience Design Director, Mullen Joey Tomaino, Flash Developer, Mullen Ryan Nelsen, QA Technician, Mullen Jeremiah True, Senior Production Designer, Mullen Lou Gentile, Production Designer, Mullen Tracy Maidment, VP, Director of Art Production, Mullen

Entertainment: Movies: Oz: The Great and Powerful by The Weather Company for Disney

The forecast: weather plus cinema gale. Disney teamed with The Weather Channel to create an immersive experience to drive tickets sales for the movie “Oz: The Great And Powerful.” Disney transported users to a digitally lavish Land of Oz page, while pulling in current weather conditions. The emerald city effort shined and the fun, technical wizardry, including weather.com homepage takeover and mobile branded backgrounds, outperformed all ad objects on iPhone and Android. Label it Oz-some.
Affiliated Agency: DIsney
Credits: Beau Hall: Art Director Will Spann: Art Director Amanda Mohs: Art Director; EVIL DEAD by Universal McCann for Sony Pictures Entertainment

This is the ultimate fear factor. Sony Pictures and UM created an “Evil Dead” campaign that capitalized on terror. The film’s YouTube Channel encouraged cult fanatics to find their inner Roger Corman – then record friends’ terrified reactions to blood and gore. Sony/UM turned that into a 30-second mash-up spot for TV, while social reactions from the Illmore Mansion event were hosted on Complex’s SXSW hub, pushing “Evil” to the No. 1 spot on opening weekend.
Credits: Bryan Wessel- Associate Media Director Deborah Lammon- VP Portfolio Partner; Pitch Perfect by Ignited for Universal Pictures/Pitch Perfect

Niche film title, a capella theme and a limited release. It doesn’t scream blockbuster, so “Pitch Perfect” utilized karaoke app Starmaker, ABC’s “Pretty Little Liars” fan base and BuzzMedia’s influencers to “Pitch” slap publicity. The work hit all the high notes. Video completion rates were 30% higher than the average, while #PitchPerfectCastandYou and #HandsUpAndTouchTheSky were Twitter trending topics. “Pitch” turned into a sleeper hit – earning ticket sales 311% higher than the average opening weekend.
Credits: Ignited: Lindsey Kollross, SVP Media Summer Slater, Associate Media Director Erika Jorge, Supervisor Universal Pictures: Doug Neil, EVP Digital Marketing JP Richards, SVP Digital Marketing Lindsay Dye, Digital Media Manager

Entertainment: Portlandia Co-Op by Fallon for IFC

The Portlandia Co-Op campaign reflected the program’s quirky nature and allowed their fan base to possess the control in promoting the third season. Their goal was to grow their fan base while keeping their current devoted viewers engaged. Along with taking over Portlandia’s twitter handle, fans were invited to knit show-related coffee cozies and inspire poster art by submitting photos on Instagram. With over 5000+ coffee sleeves, 5000+ Instagram submissions, and a gain of 17,000 Twitter followers, the season 3 premiere was up 23% against our demo and 40 percent against households.
Affiliated Agency: Horizon Media: Digital Agency
Credits: Niki Dobratz, Media Producer, Fallon Andy Rhode, Media Producer, Fallon Caroline Hittler, Media Producer, Fallon Chad Koehnen, Connection Planner, Fallon Ben Johnson, Associate Brand Group Director, Horizon Media Nick Mariano, Associate Media Director, Horizon Media Franco Fernando, Media Planner, Horizon Media Amy Videtto, Social Media Strategist, Horizon Media; Dragon Shadow by PHD for HBO

HBO unleashed more than clever ideas for the third season of Game of Thrones; they also unleashed Khaleesi’s dragons. Dragons were casting a shadow in every media touch point – from skyscrapers and out of home installations to digital properties and print editorials. Their mission was to move their show beyond their already-passionate fan base. The trailer was viewed 17 million times and 6.7 million viewers watched the season 3 premier, a 52% increase of viewers from their last season’s finale.
Affiliated Agency: Cold Open (traditional) Avatar (digital)
Credits: Andrea Cardamone, PHD, Group Account Director Lauren Foley, PHD, Associate Director Kara Sposato, PHD, Supervisor Nathan Brendal, PHD, Digital Supervisor Djamel Beldjilali, PHD, Campaign Manager Jamie Silverman, PHD, Connected Platforms Sr Strategist Megan Hannigan, PHD, Planner Anne Lutin, PHD, Digital Strategist; Making Prepping Part of the Conversation by Mediahub/Mullen for National Geographic Channel

Are you prepared for the end of the world? Most people are not, unless you’re a “prepper.” National Geographic’s Doomsday Preppers provides thorough insight on what to do during an apocalypse. Knowing that Nat Geo has some stiff competition, they took advantage of the pre-apocalyptic theme that is popular in today’s world, and ran with it to promote their next season. They created various takeovers in social media, an accuweather mock weather forecast, print and web ads, and a custom commercial cleverly scheduled to run during the season 4 premiere of The Walking Dead.
Credits: John Moore, Chief Media Officer, Mediahub/Mullen Kristen Abramo, SVP, Group Media Director, Mediahub/Mullen Laurel Boyd, VP, Group Digital Media Director, Mediahub/Mullen Jenna Cohen, Associate Media Director, Mediahub/Mullen Sarah Stroller, Digital Media Supervisor, Mediahub/Mullen Vanessa Higgins, Media Supervisor, Mediahub/Mullen Ryan Chan, Senior Digital Media Planner, Mediahub/Mullen Lauren Atkins, Senior Media Planner, Mediahub/Mullen Alexandra Arcuri, Senior Media Planner, Mediahub/Mullen Dustin Johnson, SVP, Director of Integration, Mullen Courteney Monroe, Chief Marketing Officer, National Geographic Channel Katy Anadale, Digital Marketing Director, National Geographic Channel Lynda Chen, Director, Consumer Marketing, National Geographic Channel Lori Kackenmeister, Consumer Marketing Manager, National Geographic Channel

Financial Services: Priceless Moments at the PGA by UM for MasterCard

MasterCard’s connection to PGA events is key to reaching an affluent audience. Put to the test at the AMEX-sponsored US Open, UM used MasterCard’s established group of brand ambassador golfers as content to circumvent AMEX’s presence. TV, mobile and proprietary social media drove the audience to digital shorts providing tips and priceless opportunities at golf courses across the country. This campaign significantly increased golfers’ impression that MasterCard's World Elite was they best choice for them.
Credits: Peter Suh Manager, Strategy Will Wiseman EVP, Head of Strategy; Face Retirement by Starcom MediaVest Group for Bank of America / Merrill Edge

Retirement is not a young person’s concern but Merrill Lynch wanted to start the conversation. “Face Retirement” took real photos submitted by prospects, giving them back an image of individuals much older selves as a wake-up call. Social, standard online and rich media was used and the campaign earned major broadcast media placement. The campaign produced an 11% increase in aided awareness and an 8% increase in brand favorability, a solid investment in future customers.
Credits: -; Down With Debt by Mediahub/Mullen for MassMutual Financial Services

MassMutual wanted a stronger relationship with Millennials. “Down With Debt” used the concern over student loan debt as the common cause to unite this group. A Facebook-centric campaign asked for pay-down tips in a 140 character format to facilitate incorporation into the Down With Debt website. Millennial bloggers, celebrity financial experts and personal finance outlets were used to gain traction. This campaign garnered over 9,000 submissions and produced an 80% growth in MassMutual's Millennial base.
Credits: John Moore, Chief Media Officer, Mediahub/Mullen Kazi Ahmed, VP, Group Digital Media Director, Mediahub/Mullen Kerri Stumpo, Digital Media Supervisor, Mediahub/Mullen Caroline Caterine, Digital Media Planner, Mediahub/Mullen Christina Birgy, Digital Media Planner, Mediahub/Mullen John Wolfarth, EVP, Group Creative Director, Mullen Drayton Martin, SVP, Group Account Director, Mullen Melissa Sabones, Senior Account Executive, Mullen

Other Entertainment (Excluding TV and Movies): Imagine That by SapientNitro for Hoosier Lottery

Indiana residents participated in this campaign for the Hoosier Lottery -- the only state lottery named after its people. For the campaign, Hoosiers took to YouTube, Facebook, Twitter and went to live casting events, in order to say what they would do if they won the lottery. Their lottery dreams led to the campaign called “Imagine that” -- an initiative consisting of TV spots, billboards, online ads, print, radio, point-of-sale posters, tweets, Facebook posts, Web site posts and YouTube videos. In a few months, Facebook fans and Twitter followers increased by 116%.
Affiliated Agency: MSK (Indianapolis)
Credits: Worldwide Chief Creative Officer: Gaston Legorburu Executive Creative Directors: John Carstens, David R. Mitchell, Peter Kim Strategists: Ulli Appelbaum, Jamie Anderson, Laura Kim Copywriters: Amy Hollrah, Ted Xistris, Karen Chakiry, Mike Nichols, John Carstens, David R. Mitchell, Peter Kim Art Directors: Jordan Polonsky, Trevor Shorey, Eric Jurkovic, Judie Le, Dan Peters, Jeremy Van Cleef Experience Designer: Kristin Berggren Interactive Producer: Kerry Aitcheson Interactive Developers: Joeddy Mathurin, Teddy Hwang, Patrick Neal, Matthew Slavin Account Directors: Nicole Torrillo, Laurie Schneider, Patty Cohen, Shannon Safar Project Managers: Carrie Peyer, Logan Cummins Agency Producer: Claire Libbing Production Company: Road Pictures Executive Producer: Greg Malone Director: Geoffrey Madeja Editing Company: Scofield Edit Music Company: Wow Music Studio Manager: Mike Diaz Video Editor: Alejandro Roses; DARIUS RUCKER'S $10,000 HOLIDAY TOY DROP! Bring Darius and His Sleigh Full of Toys to Your City! Demand it! by Eventful, Inc. for Universal Music Group, Nashville

To promote Darius Rucker's new album, True Believers, Universal Music Group, Nashville ran a digital campaign with Eventful centered on the holiday season. For the initiative, Rucker pledged to arrive in his sleigh filled with $10,000 worth of toys to the city that “Demanded it!” the most. The town of Lindenhurst, NY, devastated by Hurricane Sandy pulled together and won toys for local children who had lost their homes in the hurricane. Over 30,000 fans participated generating over 5,000,000 social media impressions culminating in 11,000,000 total digital impressions.
Credits: Holly Anderson, Vice President of Marketing Eventful, Inc. Erin Young, Director of Marketing Eventful, Inc. Dawn Gates, Vice President of Digital Marketing Universal Music Group, Nashville Tony Grotticelli, Marketing / Digital Content and Analysis Universal Music Group, Nashville; Virgin Mobile Lady Gaga Jumbotron Video Execution by Townsquare Media for Virgin Mobile

Virgin Mobile’s brand campaign leveraged its sponsorship of Lady Gaga's “Born This Way Ball” Tour to promote the Samsung Galaxy S II. For the initiative, Townsquare Media’s IGNITE studio conducted fan interviews at various tour locations. The agency then created a Jumbotron, which turned over the native homepage to reveal the agency's custom-created “Little Monsters” videos. The Jumbotron ran across PopCrush and StarCrush, and the videos had a 64% full completion rate.
Affiliated Agency: Digitas (Digital Media Agency) / Jessica Jorsch, AMD
Credits: Lucas Kosner: VP Sales, Midwest President, Product, Design & Engineering at Townsquare Media Kerry Powell: Senior Account Executive President, Product, Design & Engineering at Townsquare Media Sun Sachs: Vice President, Product, Design & Engineering at Townsquare Media Jared Willig: Sr Vice President, Digital Strategy & Operations at Townsquare Media Kim Young: Senior Sales Development Manager, National at Townsquare Media Anibal Rosado: Executive Producer, Ignite Studio at Townsquare Media Christian Stadler, Director Ad Products, Ignite Studio at Townsquare Media Miles Naughton, Creative Director, Ignite Studio at Townsquare Media Rishi Sharma, Lead Engineer, Ignite Studio

Health/Pharmaceutical: Rapaflo DTC Integrated Campaign by Havas Lynx for Rapaflo

Is there a right way to talk about enlarged prostate or urinary issues? Probably, not. Luckily, the Rapaflo campaign introduces Walter – a swollen walnut representing an enlarged prostate. This empathetic fellow, depicted in various settings of everyday life, helps men with symptom self-identification and motivates them to get early treatment. One of the most helpful tools on the website of the Symptom Calculator that does exactly that. It measures symptoms and connects with a health care professional. This is an uncomplicated and sincere way to bring awareness to urinary issues that often get neglected.
Credits: Havas Lynx: Ian Ericksen - VP, Account Director Kyrstin Nihill - Creative Director Spencer Wong - Senior Project Manager Rose Schlecker - Account Executive Megan Murray - VP, Digital Strategy Samantha Schlemm - Copywriter Ben Olson - Creative Director Laura Smith - Senior Art Director Teresa Aaron - Senior Art Director Jamie Wright - Account Supervisor Joanne Wilson - Digital Producer Natalie Duckor - Digital Strategist Erik Mednis - Chief Creative Officer Barry Goldberg - SVP, Digital Operations Alec Tallman - Analytics Robert Deng - Web Analyst; Dogs Need Adventure by Colle+McVoy for Parastar Plus

Bye-bye more petrifying ticks and fleas, hello fun and dirty outdoors adventures! This is exactly how Parastar Plus introduced its brand and stood out in the market densely populated with competitors. The key in their campaign was to recognize that dogs simply need adventure. And it looks like this statement has found a great response among thousands of pet owners and veterinarians alike. Parastar Plus has collected millions of media impressions portraying dogs enjoying their flea-free outdoors adventures. Woof!
Credits: Mike Caguin, Chief Creative Officer, Colle+McVoy John Neerland, Group Creative Director, Colle+McVoy Lisa Lucas, Copywriter, Colle+McVoy Michele Morales, Art Director, Colle+McVoy John Zegoski, Project Manager, Colle+McVoy Brad Smith, Senior Print Producer, Colle+McVoy Mike Schwab, Account Director, Colle+McVoy Tricia Schlaefer, Account Executive, Colle+McVoy Bryan Munsell, Account Supervisor, Colle+McVoy Carolyn Ahlstrom, Sr Strategist, Colle+McVoy Tom Douty, Sr Digital Strategist, Colle+McVoy Amy Evans, Production Artist, Colle+McVoy Cynthia Anderson, Senior Retoucher, Colle+McVoy; Turn to Help by Klick Health and Ogilvy CommonHealth for Reckitt Benckiser

How often do we her about opioid dependence (addiction to drugs that block the body’s ability to feel pain)? Now, imagine a challenge to get someone recognize this kind of addiction and persuade to undergo the treatment. Brilliantly executed “Turn to Help” campaign encourages people to visit the website, learn about treatment options and find a doctor – all through authentic and compelling tone of the creative. The media strategy utilizes a whole range of tools, such as SEM, PR, radio, social, SRM, and TV. That being said, 1 million visitor over 8 weeks is clearly a success.
Credits: Marketing Director, North America Debby Betz Reckitt Benckiser Pharmaceuticals Associate Brand Manager Patti Weston Reckitt Benckiser Pharmaceuticals, Inc. Senior Brand Manager Kim Daly Reckitt Benckiser Pharmaceuticals, Inc. Jonathan Isaacs Chief Creative Officer Ogilvy CommonHealth Creative Director David Leonardi Ogilvy CommonHealth Creative Director JC Parker Ogilvy CommonHealth Producer Terry Dubonis Ogilvy CommonHealth Managing Director Evelyn Roces Ogilvy CommonHealth Betsy Alvarez Ogilvy CommonHealth Managing Director Mary Brown Ogilvy CommonHealth Account Director Lori Romanovsky Ogilvy CommonHealth Director of Channel Marketing Liz O’Neil Ogilvy CommonHealth Chief Strategic Officer Shelagh Brooke Ogilvy CommonHealth Vice President Strategy Cam Bedford Klick Health Group Account Director Rennie Renelt Klick Health Program Director Darrell deBoer Klick Health Project Manager Claudia Saikali Klick Health Information Architect Julian Lising Klick Health Vice President, Creative Services Glenn Zujew Klick Associate Creative Director Marc Genesee Klick Health Senior Designer Gail Cheung Klick Health Senior Designer Lisette Viola Klick Health Designer Adrian Morris Klick Health Senior Web Developer Mark Donaldson Klick Health Toronto mdonaldson@klick.com

Restaurants/Fast Food: Dear Todd Videos by MMB for Subway Restaurants

Move over, Jared, here comes Todd! With the popularity of Subway Betrayal commercials, Subway decided to integrate the same concept into a series of viral videos called Dear Todd. Todd, an adult male with a child’s voice, stars as the main character who gives life advice in his perspective, that always end up revolving around having a Subway sandwich. Generating over 200,000 views, it set Subway as the #1 Most Buzzed About Brand in the U.S. every year from 2010 to the first half of 2013.
Credits: Creative Directors: Fred Bertino, Jamie Mambro, Jerry Cronin Digital Creative Director: Stephen Potter Associate Creative Directors: George Goetz, Chris Poulin Art Directors: Jamie Day, Linz Sundin Copywriters: Collin Sheehan, Elizabeth Entenmen Broadcast Producers: Matthew O'Rourke, Melissa Johnson Account Team: Chad Caufield, Dave Kimball, Adam Burtain, Matt Fallon; Ken's Social Media + Webisodes by MMB for Ken's Foods

Ken’s Steak House Dressings finally made the move to hop into social media. They revamped their website and launched a Facebook page, featuring recipes, topically relevant wall posts, and product information to engage users. With the help of adorable and devious fluffy white rabbits, Ken’s extended their television campaign into the digital world, creating fun share-worthy webisodes about the rabbit ”cartel” that held up the salad dressing truck in the TV commercial. In the past six months, Ken’s already gained over 140,000 Facebook likes.
Credits: Creative Directors: Fred Bertino, Jamie Mambro, Jerry Cronin Digital Creative Director: Stephen Potter Art Directors: Jamie Mambro, Sarah Fuller, Liz Albrecht, Steve Cady Copywriters: Jerry Cronin, Elizabeth Entenman Broadcast Producer: Danene DiCicco Photographer: Sarah Fuller Digital AD: Sarah Fuller Account: Lance Smith, Jeff Grill; Cool Ranch Doritos Locos Taco Launch by DigitasLBi for Taco Bell

How can Taco Bell trump the most successful new product in the company’s 50-year history, the Nacho Cheese Doritos Locos Taco? — By launching a second Doritos flavor, the Cool Ranch Doritos Locos Taco. In hopes of topping the 375 million Nacho Cheese tacos sold in 2012, Taco Bell integrated the product campaign into various social networks through media placements in March Madness, ESPN, CBS, Turner, Pandora, and ABC Family’s Pretty Little Liars all played a major role in the launch.
Credits: Executive Creative Director: Eric Dean Creative Director: Paul Bjork Creative Director: Brad Meyers Sr. Copywriter: Brian Button Sr. Art Director: Justin Steilow Jr. Copywriter: Mitch Stevens Jr. Art Director: Jonathon Wright Producer: Mark Tobin Production House: AdjacentLA Account Director: Ben Smith Account Manager: Maryn Goolsby VP/Group Director: Mark Chambers/John Tuchtenhagen Associate Media Director: Eric Perko Media Supervisor: Michaela Fletcher Media Planner: Natalie Lennox

Retail/E-Commerce: Your Set By Calphalon by Engauge for Calphalon

Calphalon went digital-only when launching Your Set by Calphalon -- it's offering enables customers build a cookware collection tailored to their needs. The social marketing campaign involved Pinterest challenges, Twitter chats, VYou Q&As and Viggle collaborations and the company's efforts were backed by a website designed to support e-commerce. Social mentions of Your Set rose by 75% and impressions more than doubled. The Your Set offering also outsold the average Calphalon e-commerce order.
Credits: Lynn Pulsifer - Creative Director David Bauer - Senior Art Director Ehsan Abbasi - Art Director Eric Foster - Associate Design Director Stephanie Williams - Account Manager Eva Taylor - Connections Manager Kristine Sickels - Vice President, Marketing Kamie McHenry-Eckert - Sr Manager, Digital Marketing and eCommerce, Catherine Meihofer - Sr Manager, Brand Activation Philip Kinzler - Digital Marketing Julia Cantor - Digital Publicist Rene Smith - Social Engagement Manager; Re-Launching LG.com As An Optimized Global Brand by iCrossing for LG

iCrossing unleashed 84 search engine optimized sites in more than 35 languages between August of 2012 and January of 2013, on behalf of LG Electronics. The effort involved linguistic analysis in local markets, in order to determine how LG's products, ranging from televisions to air conditions, are categorized and ranked higher in search engine results. The initiative resulted in a 45% year-over-year traffic increase in global search traffic.
Credits: Doug Platts – VP, Search Strategy Mitchell Yoo – VP, Global Engagement Lead Matt Gagen – Senior Strategist, SEO Shelli Deems – Director, Delivery Management; Shopusphere by Swirl for eBay Mobile

Swirl leveraged place-based media and air travel media for “The Shopusphere,” aimed to showcase eBay's mobile capabilities while also generating sales from passengers who were looking for a diversion while flying. For the initiative, eBay offered Delta and Virgin America passengers free in-flight access to Ebay.com. In addition to signage throughout the airport, passengers were shown a 30-second video while on the plane; that clip emphasized the ability to use mobile devices to shop in any category.
Affiliated Agency: Laundry! - created in-flight video
Credits: Mike Ruiz, Swirl Karen Chu, eBay Shauna Fitzmorris, RMG Networks - more upon request –

Technology Services Websites: Life's A Photo. Take It. by Starcom MediaVest Group for Samsung Galaxy Camera

Images are quickly becoming the creative currency to communicate with others. Starcom MediaVest Group demonstrated the trend by enlisting 32 influencers in eight markets to show how Samsung's Internet-connected Galaxy Camera improves the picture taking and sharing experience. Influencers roamed London streets, and rode bikes through Amsterdam to capture and share their vision. The strategy drove a 58% lift in awareness and 115% in purchase intent. The Tumblr program garnered more than 1 million clicks; and videos, 1.3 million YouTube views.
Affiliated Agency: Spreading Jam
Credits: Matt Rayner, EVP Managing Director, Starcom MediaVest Group Chris Price – SVP Global Director, Starcom MediaVest Group Jonathan Fan – Global Manager, Starcom MediaVest Group KK Kee, Brand Manager, Samsung; INSTAX Mini by Media Partnership Corporation for Fujifilm/INSTAX Mini

Nostalgia creates a warm-and-fuzzy felling. In an effort to bring back that fuzziness, Media Partnership created a Fujifilm INSTAX Mini campaign to introduce a new generation of females age 14 through 24 to instant cameras through magazine spreads, giveaways and contests. Seventeen received more than 14,000 entries, more than twice their monthly submissions. Cosmopolitan's holiday gift guide garnered more than 848,000 page views during the holiday season, and "likes" for the INSTAX Facebook page rose 92%.
Credits: Adam Cohen, VP Director of Media Strategy, Media Partnership Corporation Elissa Brown, Strategy Supervisor, Media Partnership Corporation Andres Carcamo, Senior Media Strategist, Media Partnership Corporation Diego Lopez-Vega, Media Strategist, Media Partnership Corporation Ben Spiegel, Assistant Media Strategist, Media Partnership Corporation; Wireless is Limitless by GMMB for CTIA

When the international nonprofit CTIA wireless association wanted to build a positive image and demonstrate the innovations wireless technology enables, it turned toward GMMB to build a multi-platform campaign across television, print, digital, mobile, tablet, and social media. The agency had media buys create a "surround sound" effect to expose the audience with audio and visual messages across platforms. Overall, click-through rates reached 112.5% higher than the benchmark; and brand lift, between 32% and 70% on a variety of online media.
Affiliated Agency: Brand New School (Broadcast Production Company), Media Mind (Digital Production Company)
Credits: John Gundlach - Creative Director (GMMB) Jenny Isaacs - Senior Art Director (GMMB) Elizabeth Van Blargan - Copywriter (GMMB) Terrance Green - Senior Producer (GMMB) Greg Pinelo - Partner (GMMB) Delacey Skinner - Senior Vice President (GMMB) Katie Skillman - Account Supervisor (GMMB) Annie Farber - Account Executive (GMMB) Gita Pabla - Digital Art Director (GMMB) Michael Heroux - User Experience Director (GMMB) Amanda Reich - Project Manager (GMMB) Phillip Allen - Motion Graphics Artist (GMMB) Sarah Buffone - Media Supervisor (GMMB) Danelle Sabathier - Vice President, Digital Strategy (GMMB) Saakshi Monga - Sr. Digital Media Analyst (GMMB) Brad Perseke - Partner (GMMB) Peter Hutchins - Partner (GMMB) Melissa Clarke - Sr. Designer and Art Producer (GMMB) Jonathan Notaro - Director (Brand New School)

Travel/Tourism: 1 Day in Paradise by SapientNitro for Tourism & Events Queensland - Tropical North Queensland

In order to invigorate the perception of Tropical North Queensland, SapientNitro provided GoPro cameras to 20 exceptional filmmakers to capture different paradise perspectives from the crew. The 20 authentic stories and films are found on a YouTube channel and received support from TV commercials, cinema and online advertising. Travelers were so moved from the stories that coverage from free media earned 9 million media impressions, 1 million YouTube and 5.5 million views through a Video of the Day feature by GoPro.
Credits: Creative Director: Ralph Barnett Copywriter: Jon Pickersgill Art Director: Sarah Chernishov Group Account Director: Christine Gannon Account Manager: Bec Kennedy Strategy Planner: Amanda Windus Producer: Mel Ashman Digital Project Manager: Mark McCarthy Post Production: The Post Effect & The Post Lounge Music: SongZu Media: Mitchell & Partners PR: Haystac Additional credits: Director / Filmmaker: Alex Chomicz, Ashley Davies, Benjamin Dowie, Chris Arnold, David Parkinson, Dimitri Ellerington, Drew English, Gully Page, Hayley MacFarlane, Justin McMillan, Liam Connor, Mark Tipple, Matilda Brown, Matty Roberts, Mitch Kennedy, Nicholas Clifford, Richard Fitzpatrick, Rick Mereki, Ro Tierney, Tristan Houghton; Election Protection by Mediahub/Mullen for JetBlue Airways

JetBlue wanted to shake the blues and challenge people to win a free flight to the Caribbean. By taking a unique spin mirroring the presidential election, MediaHub created Election Protection, “If my candidate loses, I’m leaving the country.” an enormously successful campaign. By controlling the news cycle with unique sponsorships, live-stream campaigns and a branded bus, volunteers asked people to vote to win one of 2,012 free trips to the Caribbean compliments of Jet Blue. Bringing in 51MM+ earned impressions, received strong brand linkage and free media around the world.
Affiliated Agency: Mullen, creative
Credits: John Moore, Chief Media Officer, Mediahub/Mullen Drayton Martin, SVP, Group Account Director, Mullen Keith Lusby, SVP, Group Media Director, Mediahub/Mullen Chris McLaughlin, VP, Associate Media Director, Mediahub/Mullen Laura McWhorter, Account Supervisor, Mullen Tracy Barahona, Digital Media Supervisor, Mediahub/Mullen Molly Barag, Account Executive, Mullen Dan Madsen, Senior Art Director, Mullen Christian Madden, SVP, Director of Creative Technology, Mullen Jack Collier, Senior Copywriter, Mullen; La Quinta Inns & Suites Business Travelers by IgnitionOne for La Quinta Inns & Suites

A mix of clever humor and a sporty environment is all it took for Ignition One to intentionally drive brand awareness successfully to a targeted audience: new male business travelers. From TV to display to search, LaQuinta Inns & Suites lead each platform while Nielsen XCR proved the campaign had a high duplication index of 202 with 37% of online reach duplicated by TV. All three TV spots, featuring the optimal demographic, were engaging and memorable.
Affiliated Agency: Digital Marketing Works, Search Agency; Mullen – Offline Agency; Four Man Furnace - Creative
Credits: Amy Bartle, Director, Media & Digital Marketing, La Quinta Inns & Suites Steve Durman, President/ Creative Director, Four Man Furnace Stephen Dauwalter, VP, Media Director, IgnitionOne Alexa Klorman, Media Manager, IgnitionOne Danielle Modesto, Media Supervisor, IgnitionOne

Online Advertising Creativity

Advertising/Promotion Website or Microsite - Content: Hunted: Byzantium Tests by HBO for Cinemax

Byzantium, the somewhat shady private intelligence firm of Cinemax's series "Hunted," created a uniquely immersive digital experience. Cinemax used the fictional corporate website as a recruitment vehicle, making the campaign seem like an extension of the series itself. The video lead to an interactive personality test, which analyzed "moral flexibility" and involved mind-bending psychological tricks. Technology used in the test included facial recognition (via web cam) and an exercise that had participants "calibrating emotional response." Nearly 1.5M potential Byzantium employees took the test, raising the profile of "Hunted" immeasurably.
Affiliated Agency: PHD (Media Agency); Campfire (Marketing Agency)
Credits: HBO Consumer Marketing: • Pam Levine, EVP, Marketing • Chris Spadaccini, SVP, Brand Marketing • Sabrina Caluori, VP, Social Media & Performance Marketing • Jason Mulderig, Director, Cinemax Brand Marketing • Adam Dubov, Director & Executive Producer • Jim Marsh, Director, Social Marketing • Kevin Pearce, Editorial Director • Scott Petts, Art Director • Michael Gluckstadt, Associate Online Editor • Becky Rho, Associate Manager, Social Marketing • Emily Carr, Coordinator, Cinemax Brand Marketing • Filippa Williams, Coordinator, Digital Product Marketing; Face Retirement by Starcom MediaVest Group for Bank of America / Merrill Edge

Nearly half of all young Americans have no retirement savings plan. However, research indicates that young people (when faced with an image of their older, future-selves) are more likely to start saving. Starcom MediaVest Group used a combination of photo aging technology and webcams to produce their website, which ages faces in increments of decades. It was too powerful not to be shared and 10M social impressions prove that some young people have since started to save for retirement.
Credits: -; Modernizing Lincoln’s Assassination by Mullen for National Geographic Channel

The second screen experience for National Geographic's "Killing Lincoln" had to be as dramatic as the crime itself. Mullen rose to the challenge by immersing viewers of the show in a map of John Wilkes Booth's journey that employed parallax scrolling, photography, links to contemporary news articles and Google Street View. The impressive website added a deep layer of richness to the TV program and visitors spent an average of 46 minutes perusing it.
Credits: Chief Creative Officer: Mark Wenneker, Mullen Creative Media Integration: Dustin Johnson, Mullen Associate Creative Director: Nicole Berard, Mullen Creative Director: John Reil, Mullen Experience Creative: Aaron Perrino, Mullen Senior Designer: Kim Miller, Mullen

Banner: Standard/Flash/Rich Media: Unilever Magnum GOLD?! Campaign: Filmstrip Unit by AOL for Mindshare/Unilever/Magnum

To introduce Magnum Ice Cream’s latest flavor, Magnum Gold, Unilever and Mindshare produced a series of clever and captivating branded videos in which Hollywood stars Joe Manganiello and Caroline Correa played out a twist on the classic “gold heist.” Partnering with AOL, Unilever embedded the videos in an IAB filmstrip unit, which allowed the large format ad to present not only the videos, but also links to product photos, a MapQuest store locator and brand Facebook feed. This holistic and innovative unit drove impressive results.
Affiliated Agency: Ryan Partnership
Credits: Corinne Augone, Account Director, AOL Arielle Harary, Account Executive, AOL Joe Damiano, Senior Account Manager, AOL Nicholas Soukas, Director, Unilever Brian Critz, Senior Brand Manager, Unilever Michele Poythress, Associate Brand Manager, Unilever Melissa Coffas, Director, Mindshare Kathleen Oliva, Associate Director, Mindshare Greg Manago, Managing Director, Mindshare Entertainment Tiffany Winter, Director, Mindshare Entertainment Anne Balestrieri, Manager, Mindshare Amanda DeJourdan, Senior Associate, Mindshare Carla Johnson, Group Account Director, Ryan Partnership Virginia Hatchett, Account Executive, Ryan Partnership; Fish Tank Kings Season Premiere by Mediahub/Mullen for National Geographic Channel

To promote the season premier of “Fish Tank Kings,” National Geographic Channel partnered with Mediahub/Mullen and PointRoll to design an in-banner experience that let consumers build their own fish tank. Users could roll over a banner and choose from fish, plants and accessories to make their own customized tank. They could then feed the fish for added amusement and post the results to social media— all before clicking through to the show’s website. The banner drove an interaction rate more than 80% higher than PointRoll’s benchmark for expandable rich media.
Credits: John Moore, Chief Media Officer, Mediahub/Mullen Kristen Abramo, SVP, Group Media Director, Mediahub/Mullen Laurel Boyd, VP, Group Digital Media Director, Mediahub/Mullen Sarah Stroller, Digital Media Supervisor, Mediahub/Mullen Ryan Chan, Senior Digital Media Planner, Mediahub/Mullen; Financial News On The Move by BlackBerry/VivaKi/InvestingChannel for BlackBerry
BlackBerry partnered with MV Studios, a division of Minyanville Media, Inc. and InvestingChannel for the BlackBerry® Z10 and BlackBerry® Q10 smartphone launch to create "Financial News on the Move," a six-part socially sharable animated video series featuring Minyanville’s Emmy Award winning Wall Street icons, Hoofy the Bull® and Boo the Bear®. The program pushed the content and functionality envelope for what has been traditionally achieved within a portrait unit and surpassed expectations and overall industry averages.
Credits: Rob Glen - Senior Director, Global Brand Marketing, BlackBerry; Rob McLean - Manager, Media, BlackBerry; Dan Quinn - Senior Director, Media and Marketing Operations, BlackBerry; Greg Yates – Chief Marketing Officer, InvestingChannel; Sharon O’Brien – Director, Advertising, InvestingChannel; Sally Gilbert - Media Supervisor, VivaKi; Hillary Apple - Associate Digital Director, VivaKI; Todd Harrison - CEO, Minyanville; Justin Rohrlich – Creative Director, Minyanville; Do You Want Duracell With That? by Starcom MediaVest Group for Procter & Gamble / Duracell

Every holiday, countless gifts are given that cannot be enjoyed without batteries and online shopping means in-store battery displays and discounts aren’t as effective. Duracell partnered with Starcom MediaVest Group and set out to tackle the online battery ‘gap’ by engaging with online retailers. If shoppers were browsing for battery-powered gifts online during the holiday season, Duracell was there at key points with relevant messaging, asking shoppers “Do You Want Duracell with That?” before completing their purchases. This first of its kind execution ignited Duracell’s e-commerce business with sales and volume share increasing 7.4% and 4.4% respectively for Q4-2012.
Credits: Ariane Monier, Starcom Mediavest Group, Connections Associate Director Abby Cooper, Starcom Mediavest, Group Vp Connections Director Josie Lyons, Starcom Mediavest Group, Vp Connections Director Jenna Guzewicz, Starcom Mediavest, Group Activation Manager Kip Olmstead, Procter & Gamble, Marketing Director Dominic Iacono, Procter & Gamble, Associate Marketing Director Kat Costello, Digitas, Vp Group Director Alyssa Garber, Digitas, Manager Product Management Courtney Shares, Digitas, Marketing Associate

Content Marketing: Single Execution: Assassin’s Creed 3 Smosh Music Video by Razorfish for Ubisoft

Razorfish, Ubisoft’s digital agency, partnered with the number one YouTube channel, Smosh, to create the first ever custom rap music video for video game "Assassin's Creed 3" (AC3). The video proved to be hugely successful, achieving mass awareness and excitement of the brand and drove significant earned views, which catapulted the game into popular culture. Video Views to date: 36.8M+ and the campaign received a Gold Trophy for “Most Effective Buzz Generating Tactic” at the Game Marketing Summit.
Affiliated Agency: Alloy Digital NYC/Los Angeles
Credits: Debrianna Obara -GVP Media, Charlotte Rode - Associate Media Director, Vivien Ku - Sr. Media Planner, Kevin Lee - Media Planner, Stephanie Almeida - Account Director, Kristie Piatt - Sr. Account Manager, and Julius Rosenthal - Account Manager; GE Look ahead by The Economist for GE

The Economist partnered with GE to produce the “GE Look ahead” campaign; a website that has served to build relationships and increase brand familiarity and understanding of GE as innovators in transportation, energy, healthcare and construction. Content included videos, slide shows, infographics, polls and blog posts.
Affiliated Agency: OMD
Credits: The Economist: Suzanne Hopkins, Elena Sukacheva, Nick Blunden, Leila Berkeley, Romina DeNicola, Audra Martin, Eleanor “Ellie” Wallis, Rhoda Ingberman, Jennifer Castillo, Dom Laycock GE: Jason Hill, Ed Downing, Lindsay Stein OMD: Kevin Howard, James Armstrong, Laura Correnti, Denise Centaforte, Miriam Rubin; The Beetle Shark Cage by MediaCom for Volkswagen Beetle

MediaCom partnered with Volkswagen to prove that the Volkswagen Bug isn’t just for girls. The result, “Beetle Shark Cage,” a TV spot that put the Beetle in a place many guys wish they could be (maybe once)… swimming with the sharks. For the spot, which aired during Discovery Channel’s “Shark Week,” Volkswagen created a fully-operational underwater Beetle. This ‘shark observation cage’ and perfect replica of the iconic car was dropped into shark-infested waters, boosting male buyer sales in the process.
Affiliated Agency: Deutsch LA (creative), Edelman (PR), Discovery Channel
Credits: David Fasola, MediaCom, Managing Partner Adam Pincus, MediaCom, Director/Mediacom Beyond Advertising Sean Williamson, MediaCom, Communications Planning Director Justin Osborne, Volkswagen, Gm/Marketing Communications Matt Ian, Deutsch, Group Creative Director Michael Kadin, Deutsch, Group Creative Director Jerome Austria, Deutsch, Group Creative Director Kevin McCarthy, Discovery Channel, Director/Discovery Solutions Stacy Tobin, Discovery Channel, Account Executive Joanne Diaz, MediaCom, Senior Partner/Associate Director Scott Felenstein, Discovery Channel, Executive Vice President/Discovery Ad Sales Alex Milwee, Edelman, Senior Account Supervisor Mark Lewis, Discovery Channel, Director/Discovery Ad Sales Marketing Scott Clark, Deutsch, Creative Director Amanda Doyle, Deutsch, Assistant Account Executive

Contest/Promotion/Sweepstakes: One Day In Paradise by SapientNitro for Tourism and Events Queensland

When Australian tourism wanted to showcase Tropical North Queensland as the go-to holiday destination, they partnered with SapientNitro to create “One Day In Paradise,” which redefined the meaning of the word ‘paradise’ through authentic storytelling and content. Instead of making just another 30 second TV commercial, 20 unique filmmakers were challenged to capture their idea of a day in paradise in Tropical North Queensland using just a GoPro camera. The result was 20 incredibly authentic, inspiring, unscripted and highly sharable short films that completely encapsulated the diversity of the region. The campaign scored 1M YouTube hits, 9M media impressions and as the GoPro video of the day, reached 5.5M viewers, proving there’s no place like home.
Credits: Worldwide Chief Creative Officer: Gaston Legorburu Creative Director: Ralph Barnett Copywriter: Jon Pickersgill Art Director: Sarah Chernishov Group Account Director: Christine Gannon Account Manager: Bec Kennedy Strategy Planner: Amanda Windus Producer: Mel Ashman Digital Project Manager: Mark McCarthy Post Production: The Post Effect & The Post Lounge Media: Mitchell & Partners PR: Haystac; Project Imaginat10n by MediaCom for Canon

MediaCom partnered with Canon to create “Project Imaginat10n,” a photo contest which doubled as inspiration for Hollywood films and promoted user-generated creativity. The campaign incorporated first-time directors (including Eva Longoria, Jamie Foxx and Biz Stone) who used the eclectic entries to launch their work. Fans also submitted films and Oscar-winning director Ron Howard selected five for the Project Imaginat10n Festival in NYC. In addition to winning a Gold Cannes Lion Canon, the campaign grabbed 1.7B impressions, giving Canon its best November sales ever and regaining its No. 1 spot as market leader.
Affiliated Agency: Grey (creative)
Credits: Michelle Fernandez, Canon USA, Director, Marketing Rob Altman, Canon USA, Manager, Marketing Brian Keller, MediaCom, Senior Partner, Associate Director – Media Investment Lauren Blumstein, MediaCom, Associate Media Director Paulina Tomsia, MediaCom, Associate Media Director Ilana Buterman, MediaCom, Partner Associate Director Diana Shin, MediaCom, Manager – Media Investment Maria Varrenti, MediaCom, Print Analyst Kendall Dolbec, MediaCom, Digital Media Planner Nadia Tuffaha, MediaCom, Communications Media Planner Sarah Pepe, MediaCom, Communications Media Planner Kimberly Boone, MediaCom, Print Analyst Ryder Kern, MediaCom, Buyer – Media Investment Tor Myhren, Grey, Chief Creative Officer Ari Halper, Grey, Executive Creative Director Steve Krauss, Grey, Executive Creative Director Stu Mair, Grey, Creative Director David Cuccinello, Grey, Creative Director Melinda Hecht, Grey, Account Team Lindsey Christensen, Grey, Account Team Amy Tunick, Grey, Alliance Courtney Engel, Grey, Alliance Lauren Tuttman, Grey, Broadcast Producer; Start Fresh Buy New Brand Launch by GSD&M for Builder Homesite Inc./Builder Homesite Inc./Start Fresh Buy New

For many, the American Dream means building a new home. To help boost awareness, Builder Homesite partnered with GSD&M on the “Start Fresh Buy New” campaign. The result, a new website filled with substantial takeaways on key items for people to consider when debating between a new and a used home. Fans were encouraged to enter a contest to build a dream home through Pinterest and the site earned 310K visits during the six-week contest, plus 30% of completed registrations requested Builder Homesite promo materials. 2,314 Pinterest pinboards linking to campaign hashtag #StartFreshBuyNew were created, spreading inspiring, beautiful new home content across the social media platform. With a strong combination of opt-in leads, paid and organic traffic and visually engaging social media support, this promotion propelled the “Start Fresh Buy New” brand to a huge start.
Credits: Keith Guyett – VP Marketing/Industry Communcations - Builder Homesite Inc. Adam Graham – Director of Marketing - Builder Homesite Inc. Sam Bennet – Account Director - GSD&M Chad Wise – Account Supervisor - GSD&M Jacqueline Coffey – Media Supervisor - GSD&M Ryan Kunz – Media Supervisor - GSD&M Jennifer Parchman – Media Planner - GSD&M Glen Sheehan – Senior Vice President/Group Creative Director – GSD&M Barry Brothers - Associate Creative Director/AD – GSD&M Nicole DuMouchel Davis - Associate Creative Director/Writer – GSD&M Dylan Reese – Designer – GSD&M

Email: Campaign: HP Envy by Yesmail Interactive for HP

HP generated buzz around their Envy x2 tablet by joining forces with Yesmail Interactive’s creative team on the “HP Envy” campaign. A GIF was used in place of a static photo to showcase the product's capacity to be both a docked tablet and laptop. The animated image provided a 360-degree look at the hybrid tablet/PC, highlighting its powerful Windows 8 functionality and versatility. This fresh, playful and memorable execution encouraged interaction with HP by highlighting the portability and sleek design of its new device. Compared to typical email campaigns, the HP Envy x2 program had a 60% lift in clicks that drove significant traffic and interest to the unique machine.
Credits: Yesmail: Matt Caldwell, VP, Creative & Agency Services Annie Wilkins, Copywriter & Editorial Manager Travis Rice, Senior Designer Mike Kippenhan, Senior Designer Marie Honme, Senior Marketing Strategist HP: Victor Chemtob, Group Manager, Email and Digital Marketing Kate Schaefer, Email Manager; Delta Wanderland by DigitasLBi for Delta Air Lines

Every year, Delta Air Lines creates a holiday e-mail message of thanks and goodwill for all 4.5 million active SkyMiles members. In 2012, Delta wanted to create a message that would be easily understood, enjoyed by a global audience and generate buzz via social media. To go beyond the inbox, they partnered with DigitasLBi to create “Delta Wanderland,” a virtual musical cast with Delta’s employees. The e-mail and video was distributed around the world in 9 languages and a second version of the video was created for those who wanted to engage deeper with the brand. In the second version, viewers were able to choreograph their own routine to share via social media. While the main objective of Delta Wanderland was a simple thank-you, the experience drove 6K people to Delta.com to book a flight. The Wanderland video received 569K views with a strong 53% completion rate and over 1K likes, mentions and shares across social networks upon launch. Wanderland became the second most viewed social video in Delta’s history.
Affiliated Agency: Shilo – Production, Company Bang – Music
Credits: Lincoln Bjorkman – Chief Creative Officer - North America, DigitasLBi Marc Garbarini - Executive Creative Director, DigitasLBi Molly Crawford - Associate Creative Director, DigitasLBi Christine Keith - Sr. Copywriter, DigitasLBi Tom Hurd - Sr. Art Director, DigitasLBi Christine Anisko - Producer, DigitasLBi Brad Tucker – Director Roko Sinovcic - Technology, DigitasLBi James Sol - Technology, DigitasLBi Danielle Menna – Producer, DigitasLBi Colin Wolf - Editor, DigitasLBi Kama Winters - Marketing Director, DigitasLBi Carrie Philpott - Marketing Director, DigitasLBi Jennifer Baranowsky - Project Manager, DigitasLBi Kenneth Parks - Managing Director, DigitasLBi; Web Guy by Studio Center Total Production for Studio Center Total Production

Studio Center knows that a company is invisible without a website. To help illustrate that when it comes to website design, companies need “professional help” (rather than relying on a friend of a friend, of a friend) they produced the video eblast “Web Guy.”
Credits: William Prettyman - CEO Ken Whitaker - Creative Services Director

Home Page Takeover: Time Tunnel by Mediahub/Mullen for National Geographic Channel

Mediahub/Mullen had quite a task: To promote "Killing Lincoln" in the glare of big budget Lincoln biopics. With “Time Tunnel” (their partnership with National Geographic Channel), they focused on the forgotten reporting from that day. A NYTimes.com homepage takeover using actual archived articles from the New York Times' April 15, 1865 edition, as well as clips and images from the documentary, kept people exploring for up to 18 minutes. 15+ trade publications picked up the unit, touting it as the most breakthrough rich media unit our industry has seen to date
Credits: John Moore, Chief Media Officer, Mediahub/Mullen Kristen Abramo, SVP, Group Media Director, Mediahub/Mullen Dustin Johnson, SVP, Director of Integration, Mullen Laurel Boyd, VP, Group Digital Media Director, Mediahub/Mullen Sarah Stroller, Digital Media Supervisor, Mediahub/Mullen Ryan Chan, Senior Digital Media Planner, Mediahub/Mullen; Wireless is Limitless- Homepage Takeover by GMMB for CTIA

The CTIA wanted to build positive perception of the wireless industry as a driver of innovation. They partnered with GMMB to create a show-stopping homepage takeover “Wireless is Limitless,” which beautifully immersed the viewer in their message, introducing a futuristic technology that's already possible due to wireless communications. Did you know buoys could tell you where to fish? Viewers didn't and were intrigued enough that they clicked through to find out more at a rate 20 times the industry benchmark.
Affiliated Agency: Media Mind (Digital Production Company)
Credits: John Gundlach - Creative Director (GMMB) Jenny Isaacs - Senior Art Director (GMMB) Elizabeth Van Blargan - Copywriter (GMMB) Terrance Green - Senior Producer (GMMB) Greg Pinelo - Partner (GMMB) Delacey Skinner - Senior Vice President (GMMB) Katie Skillman - Account Supervisor (GMMB) Annie Farber - Account Executive (GMMB) Gita Pabla - Digital Art Director (GMMB) Michael Heroux - User Experience Director (GMMB) Phillip Allen - Motion Graphics Artist (GMMB) Amanda Reich - Project Manager (GMMB) Danelle Sabathier - Vice President, Digital Strategy (GMMB) Saakshi Monga - Sr. Digital Media Analyst (GMMB) Brad Perseke - Partner (GMMB) Peter Hutchins - Partner (GMMB); Despicable Me 2 Yahoo Main Page Takeover by Project C for Universal Pictures

Do you love Despicable Me's Minions? Who doesn't! Project C leveraged the little yellow guys' universal cuteness in their homepage takeover on Yahoo! Movies, proving that fun animations of silly Minions would grab the attention of the site goer long enough to engage in a game showcasing what Minions love. The interactive experience served over half a million impressions in 2 days and helped propel “Despicable Me 2” to #1 in the box office.
Credits: SVP Digital Marketing - John Patrick Richards Digital Manager - Kris Lichthart Creative Director - John Christiano Art Director - Joey Barrus Producer - Jennifer Christiano

Mobile: App: TBS App for Windows – TBS, Funny or Die and Microsoft by Turner Entertainment Networks for Microsoft

For the launch of Windows 8, Microsoft went for laughs. It turned to TBS to create an app highlighting features of the new OS using clips from “Conan” and other shows in the network’s comedy line-up. To promote the app, TBS teamed with “Funny or Die” to create a mock workout video showcasing Microsoft’s Surface tablet and Windows 8. The “TBS Ultimate App” wound up driving 50K downloads and 9.2M impressions. Very funny.
Credits: TBS App for Windows – TBS, Funny or Die and Microsoft by Turner Entertainment Networks and Starcom MediaVest Group for Microsoft
The Sponsor Shop:
Producer: Karen Hutchison
Production Lead: Emily Hess
Turner Integrated Marketing:
Development: Dan Riess
Activation: Kari Genchi
Digital: Jinny Jung and Stephanie McCalmon
Starcom MediaVest Group
TBS/TNT Technical Operations: Raghu Polavarapu
TBS Digital Activation: Kenya Edwards, Cassie Oppenheim, Ben Lee, Parker Tilley, Bill McLochlin and Susan Collins
Video created by: Funny Or Die
Director: Danny Jelinek
Writer: Bryan Safi
Producer: Tony Swansey
Editor: Neil Mahoney; The Travel Channel Layover Guide App by The Travel Channel/Rockfish for The Travel Channel

Rockfish was tasked by the Travel Channel to create an iOS app extending the brand while inviting users to engage with both TV and original material. The result was the content-rich “Layover Guide,” hosted by Anthony Bourdain, offering insider tips on 20 cities worldwide. Packed with photos, video clips and maps, the app also features dos and don'ts, “inspiration” lists and music playlists. The iPad app was picked by Apple as a "Best of 2012."
Credits: Will provide upon nomination.; Superhero Dads by Ryan Partnership for Dove Men+Care

The “Superhero Dads” campaign for Dove Men+Care wasn’t about eye-popping graphics or accelerometers. Ryan Partnership came up with a simple, fun way for families to celebrate Father’s Day via customizable comic book covers. The branded Facebook app let family members create “Superhero Dads” by answering a few lifestyle questions, while also pulling in profile photos and hometown information. The conversion rate for creating superheroes was 9%, almost twice the 5% goal. Holy ROI!
Affiliated Agency: Periscope Studios (comic book illustrations)
Credits: Brady Coffey VP, Creative Director Lauren Cleary Associate Creative Director Jackie Zimmerman Senior Copywriter Adam Uhrynowski Senior Copywriter Ryan Tarby Associate Copywriter Yvonne Willman Senior Art Director Keith Varni Motion Graphics Robert Brown Account Director Allison Wade Account Supervisor

Mobile: Integration Cross Platform: Everyday Adventures by Starcom MediaVest Group for Kraft Foods / Planters / NUTrition Peanut Butter

Starcom MediaVest partnered with Planters and Zipcar for “Everyday Adventures: Planters Daring Detours.” The campaign provided in car coupons and a website with activity ideas mapped out for Zipcar users. Fans who posted their trips to these locations via social media were rewarded with monetary credit to Zipcar.com. Kraft also used the campaign platform to promote NUTrition. The result, interactions with more than 300K Zipsters across platforms including Facebook, Twitter and email and over 25K live samples and coupons were distributed. DaringDetours.com earned more than 10,700 unique visitors, spending approximately 1:30 minutes per visit.
Credits: Amy Karr – Experience Designer, Starcom MediaVest Group Matt Bogusz – Associate Director, Starcom MediaVest Group Alycia Mason - SVP Business Director, Starcom MediaVest Group Jonathan Hoffman – President Experience Creation, Starcom MediaVest Group Erin Vogel - VP Director, Starcom MediaVest Group Joya Fain - Senior Producer, Starcom MediaVest Group Seth Griffin - Creative Director, Starcom MediaVest Group; Chuck E.'s Say Cheese! Augmented Reality Mobile App by The Richards Group for Chuck E. Cheese's

By leveraging augmented reality technology through the “Chuck E.’s Say Cheese! App,” The Richards Group and Chuck E. Cheese allowed users to snap a picture with a digitally animated version of the famed mouse inside his restaurant, easily shared via social media. To date, the app has over 400K downloads and over 120K photos have been shared.
Affiliated Agency: Click Here Labs
Credits: Jayr Sotelo, Click Here Labs Digital Motion Design/Creative Technology; Bill Cochran, The Richards Group Brand Creative/Writer; Patrick Murray, The Richards Group Brand Creative/Art Director; Kristina Jonathan, The Richards Group Digital Strategist; Scott Luther, The Richards Group Digital Strategist; Rhonda Zahnen, The Richards Group Brand Management/Principal; Leigh Brown, The Richards Group Brand Management; Meredith Adams, The Richards Group Brand Management; Armando Contreras, Click Here Labs Digital Programmer; Scott Rosenthal, Click Here Labs Digital Programmer; Christina Walker, Click Here Labs Digital Project Manager; Alan Morkovsky, Click Here Labs Digital Project Manager; TRUE BLOOD: CATCH-UP GUIDE by HBO for HBO

“HBO's True Blood: Catch-Up Guide” is an expansive catch-up experience for both new viewers and longtime fans who had been away for a year. The guide concludes by recreating the stunning last moments of the season finale through a scrolling parallax. This crescendo not only catalyzes fan excitement and terror at seeing a once-beloved character complete his evil evolution, it piques their curiosity and asks "What could possibly happen next?" The guide also links to viral websites based on the show's content including "KeepAmericaHuman.com" to keep viewers enthralled with the show.
Credits: - Adam Dubov (HBO.com Executive Producer & Creative Director) - Kevin Pearce (HBO.com Editorial Director) - Diana Lulek (HBO.com Associate Editor) - Scott Petts (HBO.com Art Director) - Lynn Kim (HBO.com Senior Designer) - Ben Verlinde (HBO.com Designer) - Sean Gardner (HBO.com Supervising Producer) - Meaghan Wilson (HBO.com Producer) - Lauren Blassingame (HBO.com Associate Producer)

Mobile: Campaign: Samsung Share To Go by Razorfish for Samsung Telecommunications America

The Samsung "Share to Go" campaign demonstrated the brand's innovative thinking by promoting the unique mobile sharing capabilities of the Galaxy SIII smartphone, which allows users to tap two phones together to share content instantly via NFC technology. The campaign allowed users to immerse themselves in a digital and print experience that let them truly interact with the phone and walk away with tangible evidence of what the product actually offers. The campaign marked a revolution in out-of-home media, with campaign engagement three times higher than expected, resulting in 1.4 million impressions and over 90,000 interactions with posters and kiosks.
Credits: Razorfish: Sam Cannon, Executive Creative Director Dustin Smith, Group Creative Director Aaron Cacali, Associate Creative Director Andrew Rutkowski, Sr. Designer Alyssa Pugh, Designer Grant Nichol, Designer Kevin Lane, Writer Orlando Santos, Technology Director Sreejith Erathu, Principle Software Engineer Chen Zang, Project Manager David Hawes, Sr. Account Director AJ Karim, Production Director Cliff Drane, Group Creative Director Dominick Bellia , Sr. Art Director Neil Petty, Writer Greg Pierce, Sr. Technical Architect Sreejith Erathu, Principle Software Engineer Client: Brian Wallace; Leveraging Multiple Screens by Mediahub/Mullen for National Geographic Channel

Mediahub/Mullen created The “Lincoln Campaign,” a single-evening strategy that took place between 2 and 8pm. Risky and yet well thought of, the campaign embodied the true art of ‘real-time’ and behavioral targeting. With a second-highest HH rating in history, it allowed The National Geographic Channel to reach beyond its core audience battling better-funded Lincolns. Between TV, tablets and phones the “Lincoln Campaign” captured channel surfers by intriguing them. Tips were added to Foursquare, so when users checked into locations near historical sites relevant to the assassination, they would get a tip telling them to watch the documentary to find out more. The results, tablet banner interaction rates were 50% higher than industry norms and dynamic videos within the ad unit produced 5,000+ user-initiated plays.
Credits: John Moore, Chief Media Officer, Mediahub/Mullen Kristen Multer Abramo, SVP, Group Media Director, Mediahub/Mullen Dustin Johnson, SVP, Creative Integration, Mullen Laurel Boyd, VP, Group Digital Media Director, Mediahub/Mullen Sarah Stroller, Digital Media Supervisor, Mediahub/Mullen Ryan Chan, Senior Digital Media Planner, Mediahub/Mullen; Freezer Frenzy by Starcom MediaVest Group for Coca-Cola

Starcom MediaVest Group created The "Freezer Frenzy" for Coca-Cola to engage consumers and drive excitement around their 12.5oz bottle. Without leaving their native mobile experience, teens vied to complete a series of time-based challenges to win ‘instant rewards.’ Instead of driving purchase, Coca-Cola engaged their target audience through instant gratification building brand loyalty, awareness and overall excitement. The result, over 600,000 game plays and exceeded benchmarks by 51% on time-spent and by 24% on tap-through.
Credits: Alice Kwon, Starcom MediaVest Group Dalila Velez, Starcom MediaVest Group Michelle Futerman, Starcom MediaVest Group Madeline Tamagni, Starcom MediaVest Group Lisa Sannazzaro, Starcom MediaVest Group Kelsey Bozanich, Wieden + Kennedy Brian Mead, Wieden + Kennedy Sarah Sternoff, Wieden + Kennedy Kate Leo, Wieden + Kennedy Ben Kendall, Wieden + Kennedy Lauren Giacco, ePrize Jeff Williams, ePrize Jake Payton, ePrize Collette Wright, The Coca-Cola Company Deanna Lazzaroni, The Coca-Cola Company

Mobile Marketing: in-App Advertising: "It's Never Been Done Before" by DigitasLBi for Emerson Electric Co.

The “It’s Never Been Done Before” ad campaign created by DigitasLBi is a collection of stories about Emerson’s global, innovative, first-of-their-kind solutions. What makes the campaign catchy, is its informative story headlines, straight to the point iconography and a compact, easy-to-digest size in which stories are served within the CNN iPad app. The results far exceeded industry benchmarks of .21% with an average CTR of .93%.
Affiliated Agency: Agency Partners: DDB Chicago, Fleishman-Hillard, St. Louis
Credits: Client Partners: CMO: Katherine Button Bell, Corporate Marketing Director: Sarah Beadle Marketing Leads: Debbie Myszynski Media Leads: Julie Whiting Creative Lead: Melissa Healy Agency Partners: DDB Chicago, Fleishman-Hillard, St. Louis; Toyota's Branded Backgrounds by The Weather Company for Toyota

The Toyota-branded Weather Company app boasts a range of Toyota vehicles gliding under various weather conditions. It also provides accurate, real-time weather information, localized maps, pinpointed forecasts and exact timing when rain or snow will begin and end. The app is an inventive mobile monetization showcase that marries a quality content with creative advertisement. The campaign surpassed all objectives– performing 55% above the average mobile CTR, seeing a +101% increase in video views and a +13% increase in page views.
Affiliated Agency: Saatchi+Saatchi LA
Credits: Amanda Mohs: Designer; Ray Donovan NY Times App Takeover by Showtime Networks for Showtime Networks

Who said in-app ads have to be subtle or discrete? The "Ray Donovan NY Times App Takeover" by Showtime Network pushed tune-in, as it allowed potential audiences to “get to know” Ray and other main characters in a unique and innovative way on the day of premiere. Ads appeared in the form of videos and expandable banners next to articles. Not only were the Times' iPad readers introduced to Ray Donovan, but at the end of each video, they were able to download the season premiere episode, the trailer song (from iTunes) and install Showtime’s iPad app.
Affiliated Agency: Medialets, OMD
Credits: Emily Gould, VP Program Marketing & Advertising Showtime

Mobile: Single Execution, App: Driving Tune-In for World Premiere by Mediahub/Mullen, Millennial Media for The National Geographic Channel

For the launch of their first-ever factual drama, “Killing Lincoln,” the National Geographic channel and Mediahub/Mullen collaborated with Millennial to promote the documentary based on the assassination of Abraham Lincoln. Together they helped the network set a new viewership record by creating a campaign targeted to tablet users connected to at-home Wi-Fi networks, ensuring viewers would likely be near a television. The execution incorporated a full-screen video trailer designed to intrigue and instantly engage the consumer, accompanied with real-time updates and video highlights. The result, the Sunday premiere pulled in record ratings for NatGeo, up 175% from the channels usual ratings during the same time period.
Credits: We will provide if selected; The GPS Tune-Up Bike by Colle+McVoy for Pedal Minnesota

Colle+McVoy created “The GPS Tune-Up Bike” campaign for Pedal Minnesota to promote cycling in the “land of 10,000 lakes” and to make the state even more bike friendly. The result, a helpful GPS-enabled “tune-up bike” offering air, brake fixes and seat adjustments that roamed city paths and trails all Summer long. Riders were given a simple, mobile-friendly site to track the tune-up bike’s whereabouts at any time of day.
Credits: Eric Husband, Executive Creative Director, Colle+McVoy Lisa Lucas, Copywriter, Colle+McVoy Sean Cooley, Sr Designer, Colle+McVoy Ryan Olson, Account Director, Colle+MCVoy Tiffany Hahnfeldt, Lead Interactive Producer, Colle+McVoy Jeffery Bennett, Creative Technology Director, Colle+McVoy Max Thorson, Creative Developer, Colle+McVoy Teresa Hansen, Project Manager, Colle+McVoy Brad Smith, Sr Print Producer, Colle+McVoy Sarah Bratholt, Account Supervisor, Colle+McVoy Nicole Pomerleau, Media Director, Colle+McVoy Marc Hortsch, Production Artist, Colle+McVoy; Small Business Saturday: by DigitasLBi for Small Business Saturday: Mobile Add-to-Calendar

American Express decided mobile was the best way to maintain excitement for their annual “Small Business Saturday” initiative and with the help of DigitasLBi, they figured out there was no better (or simpler) way to hook busy consumers than with their mobile calendars. The campaign’s “add to calendar” feature (which would later deliverer a personal, opt-in reminder), also showed AmEx exactly which consumers wanted to partake in the big day.
Affiliated Agency: Wieden+Kennedy
Credits: n/a

Rich Media: Campaign: 2013 Beaver Creek Dynamic Campaign by Vail Resorts; Spongecell for Vail Resorts

Rich media doesn't have to be flashy to be ground-breaking. Spongecell created an innovative campaign for Vail Resorts by utilizing a dynamic rules engine that updated the ad's messaging in real-time, based on snow conditions and an algorithm that looked at the 1-, 2- and 7-day snowfall predictions. The campaign was a win for Vail Resorts, a win for vacationers and an exemplar of how technology can improve the advertising experience with 13M impressions, a 24% purchase conversion rate and an ROI of 15:1.
Affiliated Agency: Spongecell (interactive creative); SapientNitro (media)
Credits: Yann Benjamin, Vail Resorts; Olivia Myers, Spongecell; Greg Arlen, Spongecell; Peter Colapietro, SapientNitro; Financial News On The Move by BlackBerry/VivaKi/MVStudios/InvestingChannel for BlackBerry

BlackBerry partnered with MV Studios, a division of Minyanville Media, Inc. and InvestingChannel for the BlackBerry® Z10 and BlackBerry® Q10 smartphone launch to create "Financial News on the Move," a six-part socially sharable animated video series featuring Minyanville’s Emmy Award winning Wall Street icons, Hoofy the Bull® and Boo the Bear®. The program pushed the content and functionality envelope for what has been traditionally achieved within a portrait unit and surpassed expectations and overall industry averages.
Credits:
Rob Glen - Senior Director, Global Brand Marketing, BlackBerry; Rob McLean - Manager, Media, BlackBerry; Dan Quinn - Senior Director, Media and Marketing Operations, BlackBerry; Todd Harrison – Founder & CEO, Minyanville Media, Inc.; Justin Rohrlich – Creative Director, MV Studios, Greg Yates – Chief Marketing Officer, InvestingChannel; Sharon O’Brien – Director, Advertising, InvestingChannel; Sally Gilbert - Media Supervisor, VivaKi; Hillary Apple - Associate Digital Director, VivaKI; Game of Thrones: Season 3 Online Media Campaign by AvatarLabs for HBO

AvatarLabs delivered a 3 phase rich media campaign to build anticipation for Season 3 of HBO’s “Game of Thrones.” In phase 1, the teaser, a dragon (in shadow), flew across viewers’ computer screens to build excitement. Phase 2 focused on the series of 12 character posters and featured videos showing key scenes from the upcoming season. "The Wait Is Over" trailer in phase 3 featured much-anticipated footage of dragons and key battle scenes. The Season 3 premiere delivered 4.4M viewers.
Credits: AvatarLabs

Rich Display Media: Single Execution or Campaign: Ray Donovan NY Times App Takeover by Showtime Networks for Showtime Networks

The "Ray Donovan NY Times App Takeover" pushed tune-in, as it allowed potential audiences to “get to know” Ray and other main characters of the show in a unique and innovative way on the day of the premiere. The innovative mobile execution was the first of its kind within the NY Times App and users could also follow links to download the show’s premiere episode for free, the Showtime Anytime app and music featured in the trailer. What resulted was the biggest original series debut in the cable network’s history with 1.35M viewers.
Affiliated Agency: Medialets
Credits: Donald Buckley, CMO Showtime Emily Gould, VP Program Marketing & Advertising Showtime Theo Skye, Creative Director Medialets Ken Todd, VP Mobile Showtime; Bing It On by Razorfish, Starcom MediaVest Group (Media Agency) for Bing

Try it. You’ll like it. Microsoft and Razorfish partnered with Mixpo, a video advertising solutions provider, to develop the “Bing It On” campaign to show Google users what they were missing. The campaign featured blind search tests and created an interactive in-stream ad campaign bringing the side-by-side challenge search functionality directly to web users. It was an engaging test acquainting consumers with the Bing experience. The campaign lead to an all-time high market share for Bing and delivered over 25M impressions and 135K searches.
Affiliated Agency: Microsoft, Mixpo, Inc.
Credits: Benny Roitman, Account Executive, Microsoft Advertising Erin Easley, Account Executive, Microsoft Advertising Brad Moore, Video Solutions Specialist, Microsoft Advertising Blake Hamamoto, Account Manager, Microsoft Advertising Walter Braden, Display Operations Manager, Microsoft Advertising Tamani Chio, Senior Marketing Communications Manager, Microsoft Terena Da Silva, Digital Director, Starcom MediaVest Group Richard Kelly, Digital Associate, Starcom MediaVest Group Rachel Schlesinger, Digital Associate, Starcom MediaVest Group Diane Clemens, Account Manager, Razorfish Jessica Blackman, Account Manager, Razorfish Lauren Rabinowitz, Senior Manager, Client Services, Mixpo Kevin Ascher, Senior Director, Sales and Business Development, Mixpo Arian Gibson, Director, Custom Solutions, Mixpo K.C. Dameron, Flash Developer, Mixpo Morgan Colton, Senior Interactive Designer, Mixpo; Wireless is Limitless- Homepage Takeover by GMMB for CTIA

To educate DC policy makers and opinion leaders on the numerous benefits of wireless technology, The CTIA joined forces with GMMB to create a one-day custom video homepage takeover on WashingtonPost.com. The fully-integrated, multi-platform campaign demonstrated the limitless innovations that are enabled by wireless. The takeover unit performed exceedingly well, yielding a click-through rate that was 20 times higher than the U.S. industry benchmark.
Affiliated Agency: Media Mind (Digital Production Company)
Credits: John Gundlach - Creative Director (GMMB) Jenny Isaacs - Senior Art Director (GMMB) Elizabeth Van Blargan - Copywriter (GMMB) Terrance Green - Senior Producer (GMMB) Greg Pinelo - Partner (GMMB) Delacey Skinner - Senior Vice President (GMMB) Katie Skillman - Account Supervisor (GMMB) Annie Farber - Account Executive (GMMB) Gita Pabla - Digital Art Director (GMMB) Michael Heroux - User Experience Director (GMMB) Phillip Allen - Motion Graphics Artist (GMMB) Amanda Reich - Project Manager (GMMB) Danelle Sabathier - Vice President, Digital Strategy (GMMB) Saakshi Monga - Sr. Digital Media Analyst (GMMB) Brad Perseke - Partner (GMMB) Peter Hutchins - Partner (GMMB)

Search Marketing: SEM Campaign: Cooper Tires Drives to Dealers with Digital Shelf Ownership by MARC USA for Cooper Tire & Rubber Company

Cooper Tire partnered with MARC USA to deliver unique landing pages for each of their brands, markets and dealers within paid search listings. The campaign drove more than 33K direct phone calls to dealers through a click-to-call feature and paid search helped delivered the most rebates redeemed in Cooper Tire’s history, producing a 6:1 return on ad spend.
Credits: Laura Goetz- Senior Advertising Manager, Cooper Tire & Rubber Company Julie Smalstig- Director of Consumer & Channel Marketing, Cooper Tire & Rubber Company Hal Gardner-Vice President Marketing Communications & Market Intelligence, Cooper Tire & Rubber Company Jason Dille-AMD, Interactive, MARC USA Laura Ruzicka, Senior Media Buyer/Planner, MARC USA Katy Broskey, Media Buyer/Planner, MARC USA Vivek Saran, SVP Director of Customer Experience, MARC USA; Innovation in Retail: When Data, Technology and People Meet by iProspect for GAP

Innovation in the retail space means taking steps to connect the dots between online and offline. Together, GAP and iProspect combined data feeds for paid listing ads and mobile applications, allowing consumers to find online, in-store products based on location– a feat which limited retailers have been able to achieve. For GAP, the intersection of data and people proved to be a winning combination.
Credits: Stacy Gourley, Account Director, iProspect Adam Riddell, CSE Marketing Leader, iProspect; Dunkin' Donuts Search by Hill Holliday for Dunkin' Donuts

Dunkin' Donuts partnered with Hill Holliday for a "Dunkin' Donuts Search" campaign to reach fans “on the go” and help drive in-store traffic. Brand and category terms led searchers to a landing page prompting consumers to find the nearest store via Google Maps, download the app and/or sign up for e-mails. A partnership with Waze allowed the brand's logo to display next to all Dunkin’ Donuts locations within the mapping app, driving traffic and sales from users who might not have known the nearby location existed. The results, over 200K “get direction” and address clicks, over 500K visits to the “find a store” results page and over 395K navigations on mobile only. Finding fans at the “right place, at the right time” proved that paid search leads to direct in-store traffic and sales.
Credits: Cindy Stockwell - Chief Media Officer, Hill Holliday David Bolger - Group Media Director, Communications Planning, Hill Holliday Tammy Bondanza - Digital Media Director, Hill Holliday Anna Plotnikova - Senior Search Marketing Specialist, Hill Holliday Michael Klesseck - Search Specialist, Hill Holliday Jeff Pimentel - Search Marketing Assistant, Hill Holliday

Search Marketing: SEO Campaign: The 2014 Corvette Stingray Launch: A Seamless Approach Accelerates Awareness by iProspect for Chevrolet
General Motors partnered with iProspect and FleishmanHillard & Commonwealth for its 2014 “Corvette Stingray Launch” to grab the attention of an expanded demographic of sports car consumer. A seamless execution and memorable brand experience was delivered across social integration, video and paid search ads on Google, Bing and Yahoo! In addition to branded search rising 408% and ‘Corvette’ becoming a top five Google trending topic, the campaign generated 6.8M social media impressions, 5M branded video impressions and 4.8M promoted tweet impressions. The promoted trend #Stingray had 87M impressions and 50K tweet impressions.
Affiliated Agency: FleishmanHillard & Commonwealth
Credits: Paul Gazda- Client Services Director, iProspect; RE/MAX Website Migration by The Search Agency for RE/MAX

RE/MAX wanted to increase organic traffic by creating more webpages to answer search questions related to national and local real estate aimed at sellers, buyers and agents. The Search Agency created a “RE/MAX Website Migration,” which involved redesigning their website and creating crawl paths based on user intent and past data that demonstrate how visitors navigate the site. It allowed search engine spiders to identify the more than 100M pages on the site. The result, visits steadily rose to 6% within six months, indexed URLS climbed 32% YoY and conversions jumped 150%.
Credits: Brandon Schakola – Senior Manager, Earned Media Strategy Waleed Rashid – Manager, SEO Danielle Ilan-Weber – Senior Group Account Director David ‘Otto’ Rhamel – Chief Research Officer; KBB.com: New Cars by Covario for Kelley Blue Book

Covario's creative SEO campaign leveraged multiple media and new car-related content to produce improvements in search engine rankings and push traffic to Kelley Blue Book's consumer website, KBB.com. The result, organic traffic click-through rates rose 30%. The new design generated results from a mix of media, including a 600% increase in referral traffic from Google+, 250% increase in users and fans on Google+, 30% increase in organic search click-through rates resulting from Authorship Markup, 12% increase in traffic year-over-year for the "new car" section of the KBB website and a 60% increase in mobile traffic after implementing dynamic serving.
Credits: Michael Martin, SEO Manager, Covario; Steve Beatty, SEO Director, Covario; Yanni Gu, Content Marketing Director, Covario; Mike Roberts, Earned Media Strategist, Covario; Nick Roshon, Account Director; Covario; Dan Cullen. Senior Director, Marketing, Kelley Blue Book; Steve Lind, VP, Operations, Kelley Blue Book; Katrina Pesek, SEO Analyst, Kelley Blue Book; Elodie Otto, SEO Analyst, Kelley Blue Book; Dean Orman, Social Media Strategist, Kelley Blue Book; Rick Chang, SEO Manager, Kelley Blue Book

Social: App as Advertising: Reebok FitList by Spotify for Reebok

Reebok relied on Spotify and the power of music (and music sharing) to connect with its active audience. The “Reebok FitList” app (housed on the Spotify platform), let users create personalized workout soundtracks. A community of “Fit-Listers” including Reebok fitness experts and personalities was also fostered to form the foundation for the app and fans were encouraged to vote for their favorite tracks. The result, 150K+ downloads and 365K visits, contributing to over 1M page views.
Affiliated Agency: Carat
Credits: • Tyler Bahl, Global Brand Engagement Manager, Reebok • Alan Trinkle, Global Digital Lead, Carat • Richard Slatter, General Manager, WeAreHunted • Jon Hillman, Account Director, Spotify • Thea Rodgers, Account Manager, Spotify • Hillary Gilmore, Account Director, Spotify • Dave Abramo, Head of Global Media, Reebok Brand Communications • Inga Stenta, Head of Experiential, Global Brand Marketing; Game of Thrones: Join the Realm by HBO for HBO

For its “Game of Thrones” social app, HBO’s challenge wasn’t ensuring the show’s success (the first 2 seasons took care of that), rather living up to the hype. Joining forces with Definition 6, HBO surpassed expectations with their “Join the Realm” sigil creator, which let users create their own coat of arms. The campaign successfully drove awareness for the show’s Season 3 premiere using highly relevant, personalized and spreadable media and received over 1.2M visits and flooded social channels with over 750K sigils.
Affiliated Agency: Definition 6
Credits: Sabrina Caluori, HBO VP of Social Media and Performance Marketing JIm Marsh, HBO Director of Social Media Emily Giannusa, HBO Manager of Social Media; Superhero Dads by Ryan Partnership for Dove Men+Care

Dove Men+Care tasked Ryan Partnership with capturing the sentiment of Father’s Day, along with the superhero spirit of fatherhood. Stepping up to the challenge, the agency created “Superhero Dads,” a customized Facebook app, which put Dad on the cover of his very own comic book. After answering three simple lifestyle questions, the app helped comic-crazed guys create their own covers by pulling in Dad’s profile photo, name and hometown directly from their Facebook pages.
Affiliated Agency: Periscope Studios (comic book illustrations)
Credits: Brady Coffey VP, Creative Director Lauren Cleary Associate Creative Director Jackie Zimmerman Senior Copywriter Adam Uhrynowski Senior Copywriter Ryan Tarby Associate Copywriter Yvonne Willman Senior Art Director Keith Varni Motion Graphics Robert Brown Account Director Allison Wade Account Supervisor

Social Campaign Across Platforms: Non-Paid: The Children Not Work by iURL & Coupe for Advertisers Without Borders

Advertisers Without Borders’ mission was simple, to raise awareness surrounding child labor. The organization partnered with iURL & Coupe to exploit a little-known LinkedIn feature (the network's lack of an age limit), to turn social marketing on its ear. The greatest impact was ultimately made by children’s (fictitious) LinkedIn profiles, which sent direct communications to other network users, inviting them to visit thechildrennotwork.org, which contained detailed information on child labor.
Credits: Alex Smith - Founder - iURL; Pin-A-Meal, Give-A-Meal by Colle+McVoy for Land O' Lakes

Land O’Lakes wanted to raise brand awareness and get target consumers interacting with the brand. To achieve these goals, they partnered with Feeding America and Colle+McVoy to create Pinterest-centered program “Pin a Meal, Give a Meal.” For each pin (or repin), eight meals were donated to Feeding America, the nation’s largest nonprofit of its kind. The result, 250K pins (or repins) of Land O’Lakes recipes (resulting in 2M donated meals), 27+M impressions, 3K new Pinterest followers and 70K visits to landolakes.com.
Credits: Mike Caguin, Chief Creative Officer, Colle+McVoy Greg Scott, Interactive Creative Director, Colle+McVoy Jordan Smith, Interactive Designer, Colle+McVoy Christine Gault, Copywriter, Colle+McVoy Tiffany Hahnfeldt, Lead Interactive Producer, Colle+McVoy Jamie Moran, Account Director, Colle+McVoy Alison Pincus, Assistant Account Executive, Colle+McVoy Mindy Davis, Assistant Account Executive, Colle+McVoy John Borchardt, Director of Broadcast, Colle+McVoy Shannon Laylon, Broadcast Manager, Colle+McVoy Cody Weigel, Editor, Colle+McVoy Jaclyn Grossfield, Sr Associate, Exponent PR; How Does He Shave? by Carat USA for Procter & Gamble/Gillette

In the run-up to the release of “Man of Steel,” Gillette wanted to align itself with the (almost) always clean-shaven Superman. Since Clark Kent never actually shaves in the movie, the brand partnered with Carat USA and used social media to get people asking the question: If Superman is invulnerable, how does he shave? With support from director Kevin Smith and other fanboy forerunners, a mix of media drove inquiring minds to the HowDoesHeShave hub on YouTube, while #HowDoesHeShave collected social media activity. The successful campaign was covered by scores of media outlets and delivered 134M Twitter impressions, 3.1M+ YouTube views and 35M Facebook impressions.
Credits: Carat USA Adrian Heney/SVP, Group Director, Communications Planning Rebecca Hagan/Director, Communications Planning Karlo Cordova/Associate Director, Communications Planning Joanne Leong/Supervisor Communications Planning Agency Credits Carat (Communication Plan Strategy) Mediavest (Media Plan Execution & Negotiation) Concept One (Creative Idea) Proximity (Digital Agency) Ketchum (PR) Catalyst (Search Strategy)

Social: Use of Single Platform: Pepsi Live For Now by Deep Focus for Pepsi

Trying to take YOLO to another level, Pepsi tapped Deep Focus to help social fans “Live For Now.” The partners programmed Facebook, twitter and other platforms with exclusive sponsored content, live-streamed music concerts and replaced stock images with those that bettered reflected fans’ social lives. As a result (after just 30 days), Pepsi’s Facebook page had 600% the engagement rates of key competitors, a 114% jump in average post engagement and 250K new fans without a dedicated acquisition campaign.
Affiliated Agency: OMD, media support
Credits: Deep Focus : Joanna Firneno, Senior Manager Social Media Communications Franklin DeFelice, Social Media Communications Manager Nicole Reddick, Associate Social Media Communications Manager Chelsey Binkley, Account Associate Michelle Barna, Director Social Media Communications Ian Schafer, CEO Ken Kraemer, Executive Creative Director Facebook: Eric Berman, Client Partner Kevin Knight, Team Lead, Creative Solutions Roger Lu, Media Solutions Manager Elizabeth Cantalamessa, Client Partner Sharan Durrett, Account Manager at Facebook OMD / Resolution Media: Colin Sutton, US Director, Social Media at OMD George Manas, Associate Director, Client Strategy & Development at Resolution Media Evan Rosenblum, Digital Media Analytical Strategist Pepsi : Shiv Singh, Global Head of Digital, PepsiCo Beverages Irina Schwatka, Digital Brand team, Pepsi; Game of Thrones: Join the Realm by HBO for HBO

HBO relied on social media to get fans fired up for the third season of Game of Thrones. With the help of Definition 6, the network created a Game of Thrones “Join the Realm” sigil, which let users create their own coat of arms complete with iconography, color pallets and House “Words” or mottos, which could easily be converted into a Facebook profile picture, cover photo, Twitter, or Instagram photo and then shared. The Season 3 premiere broke records (up 13% from Season 2), the site received over 1.2M visits and over 200K sigils were shared via social media.
Affiliated Agency: Definiton 6
Credits: Sabrina Caluori, HBO-VP of Social Media & Performance Marketing Jim Marsh, HBO-Director of Social Media Emily Giannusa, HBO-Manager of Social Media Paul Hernacki, Definition 6-CTO Margaret-Parham Holt, Definition 6- Account Manager Vinod Khurana, Definition 6-Technical Director Chris Hearn, Definition 6-Senior Web Developer Kevin Fay, Definition 6-Web Developer Moses Adrien, Definition 6-Senior Software Developer Frank Boutwell, Definition 6, Quality Assurance Manager; My Music, My Heritage by CARAT for Procter & Gamble/Pampers

Procter & Gamble/Pampers’s challenge was capturing a larger share of U.S. Hispanic households, which now account for 25% of newborns in the country. The solution was combining music and social media (Facebook) with its “My Music, My Heritage” campaign, which was housed on its Latino Facebook page and encouraged Moms to share bonding moment with their baby. A concert for Hispanic Moms (hosted by Latin star Thalia) was also streamed on the Facebook page. The campaign became the most successful user-generated tactic in brand history, exceeding benchmarks by 47%.
Credits: Carat – Communications Planning • Kevin Kivi - Group Director • Deanna Buggy - Director • Alyse Zabalgoitia – Communications Planner AFFILIATE AGENCIES • Conill – Creative • Citizen Paine - Public Relations • Tapestry – Media Buying

Social: Twitter Campaign: Swisspers Sleep Naked by Marcus Thomas for U.S. Cotton/Swisspers/Cotton Rounds

Marcus Thomas created a sucessful “Sleep Naked” campaign to land more cotton makeup remover pads (Swisspers) in the hands of consumers. About 90% of these pads, the most commonly used generic product, are made by U.S. Cotton. The campaign got people talking about the product by integrating real women issues with practical use. In three weeks, Facebook likes went from 250 to 21K and more than 40K votes were received. In total, the campaign generated more than 74M impressions.
Credits: Team: Julie Koenig, V.P. Sales & Marketing, U.S. Cotton Quintin Shuler, Executive Vice President U.S. Cotton Shawn Engler, Assistant Product Manager, U.S. Cotton Heidi Modarelli-Frank, VP/Social Strategist, Marcus Thomas Jim Sollisch, SVP/Creative Director, Marcus Thomas Scott Chapin, SVP/Digital Strategist, Marcus Thomas Janine Nolan, Account Supervisor, Marcus Thomas Mo Wagner, Community Manager, Marcus Thomas Brooke Carpenter, Social Media Team, Marcus Thomas Nick Zwinggi, Senior Developer, Marcus Thomas Stephanie Riediger, Planner, Marcus Thomas Phong Nguyen, Art Director, Marcus Thomas Kevin Delsanter, Writer, Marcus Thomas; Fish Tank Kings by Mediahub/Mullen for National Geographic Channel

For three days, Mediahub/Mullen turned a 12-screen, 15K square-foot video display into a massive virtual tank populated by fish to market the season 2 premiere of National Geographic WILD's “Fish Tank Kings.” People passing by were encouraged to tweet serious or silly questions to the fish and as a bonus, walked away with Swedish Fish candy. Twitter kept the conversation going using the hashtag #AskAFish. The campaign generated 500 tweets in three days and in total, 6.7M impressions, with ratings up 175% from season 1.
Credits: John Moore, Chief Media Officer, Mediahub/Mullen Kristen Abramo, SVP, Group Media Director, Mediahub/Mullen Laurel Boyd, VP, Group Digital Media Director, Mediahub/Mullen Sarah Stroller, Digital Media Supervisor, Mediahub/Mullen Ryan Chan, Senior Digital Media Planner, Mediahub/Mullen; Most Shareworthy by Starcom MediaVest Group for Microsoft / Bing

With help from MTV and the 2012 Video Music Awards, Starcom MediaVest Group created the first socially led fan award for the “Most Shareworthy” Music Video. The campaign asked fans to cast their vote on Twitter and a click-to-vote button pre-populated tweets with a Bing branded hashtag. Fans cast 54M votes using the nominee-specific hashtags in 6 days (with 21.2M occurring in first 48 hours of launch). Bing received 31.8M mentions of #Bing, 59% of total votes, in one week.
Credits: Caitlin Grigg – Sr. Marketing Manager, Microsoft Aaron Lilly – CMG Strategy Partnerships & Custom Media Sam Reich – Sr Marketing Manager, Microsoft Bing Maggie Adams – Sr. Marketing Communications Manager, Microsoft Jonathan Anselmo – SVP Group Client Director, Starcom MediaVest Group Vanessa Adamo – Content Director, Starcom MediaVest Group Eden Gorcey – Digital Director, Starcom MediaVest Group Jonathan Chin – VP, Connections Director, Starcom MediaVest Group Emilee Stansell – Digital Associate Director, Starcom MediaVest Group Michelle Siegel – Producer Manager, Starcom MediaVest Group Rachel Schlessinger – Digital Manager, Starcom MediaVest Group Jeanine Skaats – Activation Associate Director, Starcom MediaVest Group Elisa Jessop – Account Director, Razorfish Rob Palmer – Executive Creative Director, Razorfish Jen Nelson – Associate Creative Director, Razorfish Alyson Taylor – Art Director, Razorfish Garrett Miljevich – Sr. Designer, Razorfish Dario Spina – EVP, Integrated Marketing, Music & Entertainment, Viacom Valerie Bischak – SVP Ad Sales, Music & Entertainment, Viacom Sarah Iooss – SVP Digital Ad Sales, Music & Entertainment, Viacom Alexis Rodriguez – SVP, Integrated Marketing, Viacom Michelle Zoni, VP, Integrated Marketing, MTV , Viacom Gayle Hollander – Director, Client Strategy, Music & Entertainment, Viacom Erin Liabo – Director, Integrated Marketing, MTV, Viacom

Native Advertising: Single Execution: BuzzFeed/ Behr Paints by BuzzFeed/ Behr Paints for Behr/Burson Marsteller

Sometimes words can’t quite capture a mood, an emotion or inspire the way colors can. BuzzFeed and Behr partnered to create exciting and colorful strategies that combined natural beauty with paint. From matching photos of parakeets, oceans and daffodils with Behr’s colors, to creating a composite of Internet memes, each feature encouraged viewers to share their “finds” via social media. Users could also download the Behr ColorSmart mobile app to preview over 2K colors to find the perfect paint color for home projects.
Credits: Terry City, Vice President, West Coast, BuzzFeed Austin Pollock, Sales Planner, BuzzFeed Stefania Romeo, Account Manager, BuzzFeed Ashley Bacccam, Creative Lead & Internal Strategist, BuzzFeed Michelle Stevenson- Managing Director, Burson-Marsteller Tiffany Campbell – Marketing Communications Manager, BEHR Emily Manager, Burson-Marsteller Mileska Senior Associate, Burson-Marsteller; Bringing Prepping to the Masses by Mediahub/Mullen for National Geographic Channel

Mediahub/Mullen wove content into social media that generated record-breaking views for the Season 2 premiere of “Doomsday Preppers,” making it the highest-rated regularly scheduled show on National Geographic ever. The goal was to create intrigue by infiltrating digital routine to bring "prepping" to a broader audience. Partnerships were formed across multiple categories to invent native content that thematically tied in with the apocalypse: weather, social and entertainment. HH rating were 300% higher than season 1’s debut, a 59% lift among new viewers. Its Accuweather video was seen 2.4M times in one day, the highest number of video views in Accuweather.com’s history.
Credits: John Moore, EVP Chief Media Officer, Mediahub/Mullen Kristen Abramo, SVP, Group Media Director, Mediahub/Mullen Dustin Johnson, SVP, Director of Integration, Mullen Laurel Boyd, VP, Group Digital Media Director, Mediahub/Mullen Sarah Stroller, Digital Media Supervisor, Mediahub/Mullen Ryan Chan, Senior Digital Media Planner, Mediahub/Mullen; Win from Within by VML for Gatorade

Shut out of the Olympics by Rule 40, VML made an end run around it by having 12 G-fueled/sponsored teen athletes share their stories and asked teens to respond with what inspires them to #WinFromWithin. Throughout the two-week games, the most inspiring submissions were reposted and retweeted, resulting in a 662% hike in video views, a 855% rise in video comments, a 1,333% increase in video shares and 11M social impressions.
Affiliated Agency: Substream Music
Credits: Debbi Vandeven - Chief Creative Officer, VML Tony Snethen - Executive Creative Director, VML Nick Allegri - Creative Director, VML Aaron Weidner - Creative Director, VML Gary Schroer - Associate Creative Director, VML Jonathan Vigliaturo - Senior Copywriter, VML Rob Kaszuba - Art Director, VML Alison Radke Branham - Art Director, VML Katelyn Carson - Art Director, VML Justin Bell - Art Director, VML Scott Stone - Director Integrated Production, VML Carson Catiln - Senior Motion Graphics Designer, VML Noel Selders - Music, Substream Music

Sponsorship: 2013 Cannes Infographics Series: 60 Years of Cannes Lions by SapientNitro for SapientNitro

SapientNitro created near real-time infographics to celebrate 60 Years of Cannes Lions. The “instant replay” 6-infographic series paid tribute to the 60th anniversary of the “festival of creativity” with a blend of facts, quotes, photos and trends spanning the 1950s to the 2000s.
Credits: Chief Creative Officer- Gaston Legorburu Head of Social Experience – Nathaniel Perez Executive Creative Director – John McHale Associate Creative Director – Danielle Dailey Strategy – Nathaniel Perez, Annicka Campbell, Michele Conigliaro Copywriter – Danielle Dailey Senior Art Director – Emily Caufield Art Director – Omar Fajardo, Jacqueline Lesik Project Manager – Katarina Bromberg, Leyvani Escallon Research and Data Analysis: Annicka Campbell, Rebecca Prettyman, Abby Adolphs Social Experience Strategist: Michele Conigliaro Social Operation/Analytics: Jennifer Li PR: Courtney Kaczak; Jack Link's The Awesome's by Carmichael Lynch for Jack Link's Jerky

Jack Link’s Jerky was looking for an online platform to concentrate branded content efforts and found it in Hulu’s original series, "The Awesomes." Fresh off its “Messin’ with Sasquatch” campaign, Carmichael Lynch developed in-show integration (10 episodes) by also partnering with Broadway Video and Bento Box; creating a fine line between satire and commercialism.
Affiliated Agency: Broadway Video (Producers of The Awesome's), Bento Box (Animators of The Awesome's)
Credits: Joe Germscheid, Director of Consumer Engagement, Sr. Partner, Carmichael Lynch Nellie Murray, Sr. Engagement Planner, Carmichael Lynch Bryan Thoensen, Head of Branded Content, Hulu Tina Trankiem, Integrated Marketing, Hulu; Jack and Zac by Arnold Worldwide for Jack Daniel's

In a sea of sponsors, Jack Daniel's needed to stand out during the 2012 Zac Brown Band tour. They partnered with Arnold Worldwide to create an idea that not only reinforced their genuine association with music, but one that would keep Zac Brown Band fans engaged with the brand all tour long. They manifested the Zac Brown Band and Jack Daniel's partnership into one-of-a-kind musical items that fans would respect and covet, including a snare drum made from a Jack Daniel's whiskey barrel and a Zac Brown Band record with whiskey infused in its vinyl. Even the band fell in love with the campaign, paying to have a second custom-designed guitar created to use on stage each night of their tour.
Credits: Chief Creative Officer: Pete Favat Group Creative Director: Wade Devers Director of Global Marketing, Jack Daniel’s: Carmen D’Ascendis Associate Creative Directors: Corey Favier and Todd Mitchell Art Director: Daran Brossard Copywriters: Peter Hughes and Todd Mitchell Producers: Ben Ouellette and Christina Ahn Project Manager: Kate Murphy Business Affairs: Maria Rougvie Director User Experience: Keith LaFerriere Tech Manager: Ebbey Mathew Backend Developer: Michael Barton Flash Developer: Ben Smith UI Developer: Madeleine Villavicencio UX Architect: Lisa Riffelmacher Production Supervisor: Ryan Harms Quality Assurance Manager: Jennifer Mason Marketing Producers: Paul Nelson, Nate Stewart and Shannon Coletti

Gaming: Freezer Frenzy by Starcom MediaVest Group for Coca-Cola

To engage teens and drive excitement around its new 12.5oz bottle, Coca Cola sought to pivot off gaming as teens' core passion point, mobile as their always-on device and instant gratification as their reason to engage. The key digital asset was a custom Coca-Cola-branded game “Freezer Frenzy” and Coke looked to Starcom MediaVest Group and Apple as partners for delivering scale, relevancy, mobility and most importantly, teen currency. The game generated over 600K plays and exceeded benchmarks by 51% on time-spent. Today, the Coca-Cola 12.5oz Freezer Frenzy campaign is the new benchmark for engagement.
Credits: Alice Kwon, Starcom MediaVest Group Dalila Velez, Starcom MediaVest Group Michelle Futerman, Starcom MediaVest Group Madeline Tamagni, Starcom MediaVest Group Lisa Sannazzaro, Starcom MediaVest Group Kelsey Bozanich, Wieden + Kennedy Brian Mead, Wieden + Kennedy Sarah Sternoff, Wieden + Kennedy Kate Leo, Wieden + Kennedy Ben Kendall, Wieden + Kennedy Lauren Giacco, ePrize Jeff Williams, ePrize Jake Payton, ePrize Collette Wright, The Coca-Cola Company Deanna Lazzaroni, The Coca-Cola Company; Huggies ‘Test Town by Mindshare for Kimberly Clark- Huggies

Mom is a closet Gamer. Huggies celebrated Mom’s drive to game and rewarded her high level of engagement by partnering with Mindshare, Wild Tangent and Ogilvy to create the challenge-based Huggies “Test Town” where Moms competed to be "Official Huggies Testers." The most effective social influencers of the brand earned badges, won prizes and for each completed game play, Huggies donated a diaper to a baby in need through Every Little Bottom charity. The successful campaign nurtured a community of brand loyalists and influencers and empowered Mom to give back through her passion for gaming.
Affiliated Agency: Ogilvy, Creative
Credits: Sabrina Freyre, Management Supervisor- Ogilvy Katy Friday- WildTangent Jackie VanSloten Sr. Associate, Media Planner- Mindshare Hilary Goldin, Digital Associate Director, Mindshare; Spin to Save by Slingshot LLC for Shell Oil

Slingshot LLC and Shell partnered with The Fuel Rewards Network to create “Spin to Save,” an interactive game that encouraged participants to spin a digital wheel to get cents-off-per-gallon discounts for signing up. Fans could also post a URL on their social networks and receive another discount when their friends signed up. The campaign generated more than 220K registrations through referrals, becoming the lowest cost-per-registration program in the client’s history and the largest fuel rewards program ever.
Credits: 1. Susan Levine, Executive Creative Director, Slingshot LLC
2. Jimmy Flores, Creative Director, Slingshot LLC
3. Ann Vorlicky, Executive Producer, Slingshot LLC
4. David Young, Chief Operating Officer, Slingshot LLC
5. Kristy Ladner, Director of Digital Presence, Slingshot LLC
6. Kim Davis, Digital Operations Director, Slingshot LLC
7. Aaron Fickes, Director of IT Development, Slingshot LLC
8. Whitney Redman, Front End Web Developer, Slingshot LLC
9. Joe Rossman, Producer, Slingshot LLC
10. Charlotte Carter, Media Director, Slingshot LLC
11. Katy Goodman, Media Planner, Slingshot LLC
12. Kelsey Plucker, Account Manager, Speakeasy

Video: Campaign: Degree Masters of Movement by Mindshare for Unilever/Degree Men

To launch Degree deodorant's new technology, motionSENSE to 13 to 34 year old males, the brand partnered with Mindshare to execute four beautifully photographed videos that took the product beyond the locker room, showing extreme sports athletes in exciting action against breathtaking scenery. The campaign rolled out strategically– first to influential extreme sports bloggers, then on sites like DailyMotion, mainstream media like ESPN and new destination hub The Adrenalist. The results, nothing short of spectacular.
Credits: Joshua Spiegelman Mindshare Director Laura Powers Mindshare Associate Director Janet Levine Mindshare Director David Lang Mindshare Entertainment President/Executive Producer Greg Manago Mindshare Entertainment Managing Director/Producer Russell Stein Mindshare Entertainment Associate Producer Kevin Townsend Science And Fiction Executive Producer Jack Kelly Science And Fiction Producer Derek Westerlund Science And Fiction Director; Hamptonality Moments: Real People, Real Stories. by iCrossing for Hampton Hotels

In September 2012, Hampton Hotels and iCrossing unveiled a unique storytelling campaign entitled “Hamptonality Moments” designed to differentiate the Hampton brand, connect with customers, grow awareness and educate around the Hampton culture. The campaign focused on a video series of "real guest stories" that represented a creative look at the moments that make a stay with Hampton memorable. Running on social platforms and promoted across owned, earned and bought media, the videos garnered 5M views, a 90% share rate, increased Facebook fans by 133% and helped the chain add up millions of dollars in incremental bookings.
Credits: iCrossing Hampton Hotels; FURBY 2.0 by Initiative for Hasbro FURBY

Rebooting a '90s toy phenom for today’s skeptical tween girls, Hasbro and Initiative tapped into the demo’s obsession with celebrities by challenging YouTube stars to create and film world records featuring FURBY like “Most Mentions of FURBY in a Rap Song” and “Most FURBIES Driven In A Car.” Links for the branded videos were placed within social media posts by celebrities including Selena Gomez and Carly Rae Jepsen. The results, 500K+ video views, 10M social media impressions and a 630% sales lift for FURBY on Target.com.
Affiliated Agency: RecordSetter, Bre.ad
Credits: Kenton Langstroth, Director Innovations, Initiative Dave Rosner, EVP Innovations, Initiative Deb Bluman, VP Planning, Initiative Sarah Power, EVP Insight & Strategy, Initiative Meghan Gamboa, USM Hasbro, Initiative Charlie Zakin, USM Hasbro, Initiative

Video: Single Execution: Beneful: The Dog Goldberg Machine by Deep Focus for Beneful

Beneful, one of America’s premier dog food and treats brands, was on a mission to get the world to play more with their best buddies. Deep Focus was challenged to run with this idea and build awareness for its mission. Highlighting a surefire people-pleaser, playfully adorable dogs, they launched clever video/campaign “Beneful: The Dog Goldberg Machine” via social media. The “100% dog powered” video quickly went viral, garnering mentions online and via mainstream media (including the Today Show). Recent YouTube count: almost 2.5M views.
Credits: Ian Schafer, CEO, Deep Focus Ken Kraemer, ECD, Deep Focus Matt Steinwald, CD, Deep Focus Scott Jones, AD, Deep Focus Mickey Treutlein, Copywriter, Deep Focus Sean Fleming, Producer, Deep Focus Jamie Julian, Account, Deep Focus Brendan Nardozzi, Account, Deep Focus Topher Burns, Sr. Communications Manager, Deep Focus Rachel Gitlin, Communications Manager, Deep Focus; Make It With a Fireman by Havas Worldwide Chicago for Sauza Tequila

Targeting the untapped female margarita market with a witty script, an adorable kitten and a sexy fireman who demonstrates a recipe using Sauza Tequila was the concept behind the “Make It With a Fireman” video. The creative execution, in partnership with Havas Worldwide Chicago, required a delicate balance of subtlety, sex appeal and smart humor. The video garnered more than 1M views in the first week and over 117K total shares. Sauza Tequila managed to grow its business 64% in one year. It’s safe to say Sauza caused some serious heat.
Credits: CHIEF CREATIVE OFFICER, Havas Worldwide Chicago: Jason Peterson ASSOCIATE CREATIVE DIRECTOR(s), Havas Worldwide Chicago: Baptiste Limb & Ecole Weinstein ART DIRECTOR, Havas Worldwide Chicago: Baptiste Limb COPYWRITER, Havas Worldwide Chicago: Ecole Weinstein DIRECTOR, Supply & Demand: Matt Lenski PRODUCER (PRODUCTION CO), Supply & Demand: Alexis Kaplan SOUND DESIGNER, Havas Worldwide Chicago: Todd Bernstein MANAGING DIRECTOR, Havas Worldwide Chicago: Deirdre Egan ACCOUNT DIRECTOR, Havas Worldwide Chicago: Liz Lang; One Wipe Charlies by Dollar Shave Club for Dollar Shave Club

Two seconds in, Dollar Shave Club’s startlingly hilarious video “One Wipe Charlies” introduces its formerly taboo topic: “Poop! Everyone makes it!” and then launches the company’s newest product: “butt wipes for men,” solving their dilemma, since wipes aren't talked about in the context of adult bathroom use. Cleverly harnessing bathroom humor (including “Does a bear shit in the woods?”) the video, created on a shoestring budget and written by and starring DSC’s CEO, received more than 1M views during its debut week and helped membership in the Club grow by a third.
Credits: Michael Dubin, co-founder and CEO

Video: Video Appearing in a Banner, Expandable Banner or Interstitial: Star Trek Explore Beyond Limits by Radarworks for Acer Explore Beyond Limits | Star Trek Into Darkness

Radarworks produced a sleek banner and rollover along with a three-part video series promoting Acer’s touch-optimized mobile products and tie-in with “Star Trek Into Darkness.” The Acer products were integrated into the content though precisely chosen cuts and color schemes from the movie. The campaign aligned itself with Star Trek's intelligent and progressive brand and resulted in 17M video views in the U.S. and Canada.
Credits: Executive Creative Director - Radarworks Lou Maxon Art Director - Radarworks Yuri Tolpin Designers - Radarworks Jim Li, David DiMuro Project Managers - Radarworks Megan Betz, Chris Bowen Electronic Production - Radarworks Julie Davidson Director / Producer - kontent partners Craig Brooks Editor - kontent partners Andrew Franks Producer - kontent partners Carrine Fischer Digital Rendering FX - kontent partners Russell Hertzel Design - kontent partners Stephen Edwon Audio - kontent partners Matt McComb; Red Cups by Protagonist for Insight Pharmaceuticals/Anacin

Protagonist and Anacin spoke to a younger demographic on the topic of hangover relief through their campaign, “Red Cups.” The 30-second, low-budget video featured red solo cups (the substitution for glassware for the younger demographic), while supporting the idea that a “great night” translates to a “rough morning” and a “better day” with the help of Anacin. The video garnered over 2,200 views, successfully seeding the new positioning for the brand.
Affiliated Agency: Picture Farm (production company), Sticky AudioLabs (sound design))
Credits: Daniel Janoff, Creative Director, Protagonist Jackie Anderson, Producer, Protagonist Tiffany Petrosino, Account Manager, Protagonist Christina Tse, Art Director, Protagonist Thomas Cotton, Partner, Protagonist Jordan Rednor, Partner, Protagonist; Jack Link's The Awesome's by Carmichael Lynch for Jack Link's Jerky

Carmichael Lynch and Jack Link's Jerky partnered with Hulu and its original program “The Awesomes” for their campaign, “Jack Link's The Awesomes.” The campaign integrated advertisements for Jack Link's Beef Jerky within the animated series and poked fun at itself by acknowledging that the message brought across by its characters at the conclusion of the episode was due to paid advertising.
Affiliated Agency: Broadway Video (Producers of The Awesome's), Bento Box (Animators of The Awesome's)
Credits: Joe Germscheid, Director of Consumer Engagement, Sr. Partner, Carmichael Lynch Nellie Murray, Sr. Engagement Planner, Carmichael Lynch Bryan Thoensen, Head of Branded Content, Hulu Tina Trankiem, Integrated Marketing, Hulu

Vine Execution or Instagram Video: St Patrick's Day Charades by Critical Mass for Rebecca Boston / GreenWorks / The Clorox Company

Clorox’s “St. Patricks Day Charades” campaign convinced consumers that it’s easy to be green and with a little help from Vine (and Lance Bass), it can also be fun. With help from Critical Mass, a series of 6-second Vine videos were recorded featuring people silently acting out a green phrase and then shared across social networks. Participants on Twitter were able to play and tweet their guesses. In just one week, thousands had participated and the campaign had over 8M impressions.
Affiliated Agency: Current - PR Agency
Credits: Client Rebecca Boston - The Clorox Company Critical Mass Critical Mass - Agency Jared Folkmann – Planning Director Christiaan Welzel – Associate Creative Director Andrew Lavery – Sr Art Director Scott Malo – Sr Motion Designer Nik Mihaylov – Sr Designer Stefan Smith – Copywriter Grace McCalmon – Copywriter Scott Goetz – Developer Scott Ingalls – Technology Director Tamer Elgamal – Technology Lead Warren Fallwell – Experience Architect Ashli Worden – Account Director Amanda Burgess – Project Manager Kelly Anderson – Project Manager Thierry Marques – Program Director; Cannes on Vines by Armstrong Agency for Orange (France Telecom)

Orange Telecom and Armstrong Agency were strategic in choosing Adam Goldberg to take the creative lead in promoting the Cannes Film Festival, not only because he is a famous actor and director, but because he has over 155K Vine followers. To promote the event, Goldberg recreated the trailers of the films featured at Cannes, as 6-second Vine videos (#CannesOnVine). He also developed an original episodic narrative of his journey, digitally engaging both festival attendees and viewers at home.
Credits: Adam Goldberg (Director/Actor) Pierre Laromiguiere (President/Armstrong) Alex Norman (CEO/Armstrong USA) Ashley Hillis (Production/Armstrong USA) Roxanne Daner (Actor) Emmanuelle Bousquet (Actor) Xavier Couleau (Actor); Valenvine by RSQ for RSQ

iOS app Vine was only a couple weeks old when USA Today and Mashable challenged the world to make a 6-second video for their loved ones via “#Valenvine.” RSQ hijacked this holiday hashtag to demonstrate that the digital world is advancing at a faster rate than advertisers are adapting. They created the website Valenvine.com where visitors could request videos for themselves or loved ones from RSQ’s hilarious in-house cupid. The result, a 4% increase in Twitter followers and over 1M social media impressions.
Affiliated Agency: Developer: LightMaker
Credits: Executive Creative Director: Rich Sullivan Associate Creative Director: Stephean Grimes Art Direction: Chris Mills & Chris Rowe Copywriters: Chrissy Deem & Nick Ewertz AE: Elena Freed Production: Sara Miles Agee & Karen Sullivan

Viral Campaign: #TornadoWeek by Vert for The Weather Channel

Vert's “#TornadoWeek” campaign for the Weather Channel integrated social media interactions with original programming centered around Tornado Week. The "twist?" Every mention of the #TornadoWeek hashtag boosted the winds Weather.com interns would face and fans were invited to engage with their experience in real-time via YouTube live stream. The result, #TornadoWeek garnered 10M earned impressions and another 10M Twitter impressions from influential blogs and media outlets who tweeted using the campaign hashtag.
Credits: Brandon Uffner: Marketing Manager (The Weather Channel) Vicky Wilkens: Sr. Director Marketing (The Weather Channel) Kevin Planovsky: Principal, Account Strategy (Vert) Michael Lentz: Principal, Media Strategy (Vert) Matt Griffin: Creative Director (Vert) Kelsey Agney: Social Strategist (Vert) Sam Chin: Lead Developer (Vert) Cameron Huppertz: Live Stream Producer (Vert); The OREO Blackout Tweet by 360i & OREO for Mondelēz International/ OREO

The “OREO Blackout Tweet” was praised as a major achievement in real-time marketing thanks to the team at 360i. Due to the massive exposure post-superbowl (525M earned media impressions from the image alone– 5X the number of people who tuned-in to watch the game), this campaign was a huge success. The campaign was able to capitalize on a fluke experience of a blackout during one of (if not the most) watched live sporting event in America.
Credits: Adam Kerj – Chief Creative Officer, 360i Michael Nuzzo – Group Creative Director, 360i Adam Gloo – Creative Director, 360i Nick Bayne – Senior Copywriter, 360i Maggie Walsh – Senior Strategist, 360i Lexie Perez – Content Manager, 360i Sebastian Saldarriaga – Associate Community Manager, 360i Layne Harris – Technical Director, 360i Nick Panayotopoulos – Senior Copywriter, 360i Roberto Salas – Senior Art Director, 360i Sandra Ciconte – Group Account Director, 360i Celeste Pulman – Account Director, 360i Janda Lukin – Director, OREO Danielle Brown – Brand Manager, OREO Susan Burris – Senior Associate Brand Manager, OREO; Max Test Drive by OMD for Pepsi

OMD and Pepsi Max used traditional methods of a high caliber celebrity/athlete and hidden camera comedy to achieve their successful viral campaign, “Max Test Drive.” By using a disguised Jeff Gordon and an unsuspecting car salesman who was in for a Nascar-esque test drive, they produced entertaining, original content that was well received by fans. The result, one of the greatest earned media success stories Pepsi has ever seen, as only 9% of the 33M views came from paid media.
Credits: Bryan Master, Group Acct Director, Digital, OMD Josh Nafman, Brand Manager, PepsiCo Jon Kaiser, Global Digital Director, OMD George Manas, US Director, OMD/Resolution Media Thomas Murray, Coordinator, Resolution Media AJ Storinge, Managing Director, OMD Louis Arbetter, Director, Max Brand Building, Pepsi Co Shiv Singh, Global Head of Digital, Pepsico Beverages, PepsiCo Jon Kaiser, Global Digital Director, OMD George Manas, US Director, OMD/Resolution Media Jesse Anderson, Digital Strategist, OMD Erin Hauck, Associate Media Director, OMD

Web Site Excellence

Automotive: www.driven.com by Driven by UrbanDaddy for UrbanDaddy

Driven takes a look at automobiles through the lens of UrbanDaddy editorial. The site inspires visuals of a dream garage for any gearhead, full of vintage and state of the art vehicles and an occasional model too. The photo drives navigation, tiled archives and liberal use of well-positioned tags makes navigation simple and intuitive. Driven is the perfect creation to match Urbandaddy’s live launch events for the Porche Caymen and Mini Paceman with it’s affluent audience interested in aspirational and connoisseur lifestyles.
Credits: Lance Broumand, CEO, Urbandaddy; Mercedes AMG - S63 AMG Webspecial by blacQube for Mercedes AMG

Powerful. Dynamic. Exclusive. These are the words Mercedes uses to describe the S 63 AMG and these concepts are brought to life on the S 63 site. A powerful combination of interaction influenced movement keeps the visitor engaged while providing a user experience that works equally well on a tablet or computer. The dynamic, luxury and performance visual experience coupled with details down to the level of the braking system, battery construction and steering wheel contour provide the exclusive feel the S 63 embodies.
Credits: Scott Preacher CEO Michael Dural COO Isvel Rodriguez ECD Brent Lewis Developer; Mercedes AMG - A45 AMG webspecial by blacQube for Mercedes AMG

The A 45 AMG Webspecial boasts a stunning graphic content with a tightly integrated social experience. The social interaction begins with a wall of tweets and posts most of which laud the release of the A 45 as “magnificent,” while others offer advice such as, “…nice, but throw that rear spoiler away.” Throughout the site, consumers are encouraged to post to the A 45 social wall and are offered suggestions on what to post. And, the navigation and movement of content throughout the site creates a pleasant and consistent browsing experience.
Credits: Scott Preacher CEO Michael Dural COO Wade Forst ECD Brent Lewis Developer Dave Berzack Developer

Blogs: Quiksilver Mobile Responsive Blog by Cuker Interactive for Quiksilver

This is a great showcase of a brand and agency speaking the same language and being on the same page…or, rather, riding the same wave like in case with “The Mountain and the Wave” blog by Quiksilver and Cuker Interavtive. Extremely consistent and integrated brand experience from its crisp layout to fresh and clean design, to innovative mobile responsive user experience, to spectacular videos, user commenting, and advanced social sharing. This collaboration stayed true to the spirit of adventure and succeeded in expressing it in the upbeat and, at the same time, very chill blog.
Credits: Entire Cuker team.; viewfinder.expedia.com by HL Group / Expedia for Expedia

When thinking about a travel website, we almost immediately picture a cluttered, chaotic, madly disorganized place we refer to, when looking to buy a flight ticket or reserve a hotel. “Expedia Viewfinder” blog provides a new view on travel in a new eye-friendly layout. On the content side, it boasts some useful recommendations and insider tips for travelers, as well as real-time travel coverage from around the world, across various categories of voyager (whether budget-minded, luxury lovers, families, LGBT or else).
Affiliated Agency: CMD
Credits: N/A; http://blog.honest.com by The Honest Company for The Honest Company

The Honest Company’s blog takes a modest step away from branding and promoting products to listen to the community and provide valuable advice such as chemicals to avoid, healthy recipes, DIYs and living naturally. This honest and uncanny effort increased company revenue and overall following. It is not only praiseworthy that the company is living up to the name but, well, quite profitable, too. Together, we can make our world a better place.
Affiliated Agency: N/A
Credits: - Sarah Reisert, Content and Community Manager/The Honest Company (Blog Editor, Manager, Writer) - Jennifer Kroog Rosenberg, Social Meda Manager/The Honest Company (Social Media Strategy) - Jenny Berkley, Marketing Associate/The Honest Company (DIY Editor) - Tim Hankins, Director of Design/The Honest Company (Web/Graphic Designer)

Business-to-Business Campaigns: "It's Never Been Done Before" by DigitasLBi for Emerson Electric Co.

Designed to keep the attention of busy, high level executives and procurement officers, the It’s Never Been Done Before microsite provides a simple, yet engaging experience. Each solution or case study begins with a bold mission statement and top-level graphics are followed by infographics leading into more detailed information. Supplying options for users to read content or watch videos helped the microsite increase the average time on site per visitor by 7,275% over 2011.
Affiliated Agency: Agency Partners: DDB Chicago, Fleishman-Hillard, St. Louis
Credits: Client Partners: CMO: Katherine Button Bell, Corporate Marketing Director: Sarah Beadle Marketing Leads: Debbie Myszynski Media Leads: Julie Whiting Creative Lead: Melissa Healy Agency Partners: DDB Chicago, Fleishman-Hillard, St. Louis; http://ug-2.com/ by MK3 Creative for UG2

Designed to simulate a glass elevator, the UG2 site treats each section as a floor. Each “floor” is represented by expandable content and the “floors" are separated by an image of an industry served by UG2 facilities management. The images also emphasize UG2’s Boston roots in an industry where location matters. The fixed width and menu along with natural vertical scrolling makes navigation simple on a computer or tablet and degrades very nicely on a mobile devices.
Credits: Morris Effron – Account Executive Mark DiTondo – Producer/Project Manager Russ Apotheker – Web Designer; www.bethedifference.com by Barker DZP for PDI Healthcare

In an effort to rebrand surface and skin antisepsis products, PDA Healthcare shifted focus to raising awareness and prevention of HAIs (Healthcare Acquired Infections) through a complete website redesign. PDA successfully mastered two goals: rebranding products and becoming an activist brand offering products, solutions, training, education, recognition, support and advocacy. The site uses 3D parallax animation to move between sections and integrates resources and best practices seamlessly with product offerings.
Credits: 1. John Lu/ VP, Director of Interactive/ Barker DZP 2. Yimeng Bai/ Senior Interactive Art Director/ Barker DZP 3. Mike Kelsey/Producer, 14Four 4. Ian Shea/Developer, 14Four

Best Relaunch of Causes/Charity/Non-Profit Organization Website: http://americashealthrankings.org/ by United Health Foundation / Rockfish for United Health Foundation

Imagine evaluating a comprehensive set of data for 23 years to educate Americans on health issues, faced today as a nation, and to inspire action to overcome these challenges. Picture it being displayed in cutting-edge visuals that break down the overwhelming data into perfect bite-size pieces of easy-to-read information. Now imagine this being done by a non-for-profit foundation. It’s totally stereotype breaking, isn’t it? United Health Foundation set the bar high for its counterparts. And not only for those from the public sector.
Credits: Will provide upon nomination.; Milwaukee Police News by Cramer-Krasselt for Milwaukee Police Department

The very first encounter with the Milwaukee Police News website will leave you bedazzled. Yes, bedazzled! No other word describes the process of gliding through the suave layout bristled with strong imagery of a few local MPD heroes and of course, a few most wanted. The site also boasts a few statistics and positive dynamics in Milwaukee like the interactive MPD history timeline and Q&A and provides up-to-date real-time information. You will literally want to revisit when in need of a strong muscular shoulder of an MPD officer.
Affiliated Agency: LISS Interactive (Development Partner)
Credits: Executive Creative Director:Chris Jacobs Strategy Director, Interactive: Tim McCord Creative Director:Matt Rand, Brian Ganther, Chris Buhrman, Todd Stone Associate Creative Director:Shawn Holpfer Senior Art Director: Zack Schulze Senior Copywriter: Chris Miller User Experience Strategist: Frank Dalton VP, Sr. Interactive Producer:Robin Griffin Interactive Producer: Nicholas Modesto Senior Art Buyer: Karen Kirsch Campaign Manager: Ellena Radovancevic Photographer: Jeff Salzer Photo Retouching: Gina Ferrise Development Partner: LISS Interactive; http://gradyhealth.org/ by MN&P for Grady Health System

Just thinking about hospitals brings up not-so-pretty associations. Thanks to MN&P, alleviating pain is the name of the game, and The Grady Hospital redesigned website is a prime example. While using the site, patients will experience a straight and to the point intuitive experience. After all, the 120-year-old leading hospital deserves an outstanding website.
Credits: Tarik Sedky, President, MN&P Mike Lewis, Creative Director, MN&P Whitney Dismer, Designer, MN&P

Entertainment: Games/Music/Movies: GameRevolution.com by GameRevolution by CraveOnline Media for GameRevolution.com

GameRevolution isn't just a video game news site, it's a well respected online community for gaming veterans and newcomers alike. Just a sample of their offerings include: gaming news, reviews, event coverage, and a large active forum. And if that isn't enough, they even produce their own online video series, The Grind. Most of the content is optimized for mobile, which definitely helps to bring the 4.5 million unique visitors per month to their website.
Credits: Paul Hanges Anthony Severino; www.escapistmagazine.com by Alloy Digital for The Escapist

The Escapist is a leading destination for many die-hard fans of interactive media and games. They have an extensive and growing archive of reviews, previews, and videos, as well as a popular discussion forum. The articles integrate Facebook for commenting and they provide many ways to share, discuss and interact with their content. The large amount of articles and videos are well organized, which makes the website easy to use and navigate. There's a little something for everyone, and a lot to keep anyone busy and entertained.
Credits: General Manager Alexander Macris Managing Editor Greg Tito Senior Producer & On Air Talent Andrea Rene Senior Editor - Community & Features Janelle Bonanno Senior Editor - News Josh Vanderwall Senior Editor - Video Production Justin Clouse Paul Goodman Vice President Sales, Alloy Digital Newton Grant Vice President, Product and Technology Gregory Lincoln; Arcade Sushi by Townsquare Media for N/A

Maybe you like to read top 10 lists (and who doesn't these days), or perhaps you are interested in articles about retro gaming or even cosplay, you are sure to find something interesting at Arcade Sushi. The website is fresh, fun and features a sleek design, killer artwork, Facebook commenting and large social media buttons. The mobile site is nicely designed as well, it's easy to use and works great on both phones and tablet devices, making it simple to get your gaming fix at any time.
Affiliated Agency: N/A
Credits: George Roush: Townsquare Media Managing Editor, arcadesushi.com Pete Schiecke: SVP, Digital Media, Townsquare Media

Entertainment: Movies: Elysium - Official Movie Site by Sony Pictures Interactive for Sony Pictures Entertainment Worldwide Digital Marketing

To promote the 2013 summer movie Elysium, Sony Pictures Interactive created a website that explores the movie's narrative. A series of companion sites showcases life the fictional Elysium by highlighting its advanced technology, security and defense measures. An interactive trailer offers users behind-the-scenes information, trivia and video commentaries from actor Matt Damon and director Neill Blomkamp. Web visitors can also view the trailer and a photo gallery.
Credits: Sony Pictures Interactive; Pan Pacific Defense Corps by AvatarLabs for Warner Bros.

AvatarLabs and Warner Bros. Pictures created the “The Pan Pacific Defense Corps” site to promote the summer 2013 film Pacific Rim. The site aims to immerse fans in a high-tech global military of the near future. Upon arrival on the site, fans are invited to become Pan Pacific Defense Corps a recruit -- a process that involves a taking a psychological test and playing simulation games in the “training academy.”
Credits: AvatarLabs; ScreenCrush by Townsquare Media for N/A

ScreenCrush offers information about movies for the most dedicated fans and casual viewers. The site's content runs the gamut from a debate about the best films of the year to a Photoshop of movie posters. The site offers in-depth coverage of the Oscars, as well as coverage of breaking news. The staff of veteran entertainment writers draws visitors from inside the industry, as well as consumers.
Affiliated Agency: N/A
Credits: Mike Sampson - Editor-in-Chief, Screencrush Nick Romano - Associate Editor, Screencrush Kevin Fitzpatrick - TV Editor, Screencrush Jordan Hoffman - Chief Film Critic, Screencrush Britt Hayes - News Editor, Screencrush Pete Schiecke: SVP, Digital Media, Townsquare Media

Entertainment: Music: http://www.sasquatchfestival.com/ by WINTR for Live Nation

The Sasquatch! Festival draws more than 100,000 people who attend in person, while millions more visit the festival's site. For 2012, WINTR, revamped aspects of the site. While creating the lineup animation, the agency tried to avoid playing favorites with the artist roster and even though the festival sold out in less than an hour, people returned many times to the site, which included a mobile schedule companion for people who attended.
Credits: WINTR; PopCrush by Townsquare Media for N/A

Pop music site PopCrush connects young, obsessed music fans with their pop idols. The entertaining site garners 600,000 unique visitors, offering a mix of gossip, videos, news, reviews and interviews. Among other features, PopCrush offers visitors swag from pop stars; last year, the site gave away signed guitars from P!nk, Kelly Clarkson and Justin Bieber. The site also lets fans vote for their favorite pop idols.
Affiliated Agency: N/A
Credits: Sara Anderson: PopCrush Editor-in-Chief Pete Schiecke: SVP, Digital Media, Townsquare Media Contributing Writers: Jessica Sager, Amy Sciarretto Contributing Associate Editor: Maggie Malach

Entertainment: Hunted: Byzantium Tests by HBO for Cinemax

A complex and smart action series about international espionage, “Hunted” tells a story about a spy from a private intelligence agency that survived an attempt. Byzantium Test extended the series from the world of fiction to reality to include the audience as part of the story. The “recruitment” process is two-fold: it offers an introduction video and personality tests allowing viewers to become active participants. The whole experience appeared overly realistic as cutting-edge technology helped develop the website and tests.
Affiliated Agency: PHD (Media Agency); Campfire (Marketing Agency)
Credits: HBO Consumer Marketing: • Pam Levine, EVP, Marketing • Chris Spadaccini, SVP, Brand Marketing • Sabrina Caluori, VP, Social Media & Performance Marketing • Jason Mulderig, Director, Cinemax Brand Marketing • Adam Dubov, Director & Executive Producer • Jim Marsh, Director, Social Marketing • Kevin Pearce, Editorial Director • Scott Petts, Art Director • Michael Gluckstadt, Associate Online Editor • Becky Rho, Associate Manager, Social Marketing • Emily Carr, Coordinator, Cinemax Brand Marketing • Filippa Williams, Coordinator, Digital Product Marketing; www.stylenetwork.com by Style Network for StyleNetwork.com Rebrand

The newly redesigned online presence of Style Network boasts ubiquitous content. Style provides content seen on TV, mobile and tablets, no matter what devise is used, Style Network’s audience receives quality content. Consumers passionate about lifestyle content can connect to blogs, photos and videos seamlessly. In addition, the new website reflects the Style consumer’s preferences and highlights the most popular topics. As of July 2013, the network reached an audience of 76 million cable and satellite households in the US. That’s one stylish nation.
Credits: Nicole Sabatini - SVP of Marketing, Style Network Carlos Sapene - VP of Digital, Style Network; http://www.crackle.com/c/comedians-in-cars-getting-coffee by Crackle & LiquidThread for Acura

As an entertainment network, Crackle features commercially supported streaming video content to phone devices and home computers. It boasts a broad selection of movies and television shows enjoyed anywhere at any time - no cables or cords. Comedians In Cares Getting Coffee is Crackle’s original show and is quickly becoming a success getting some 3 million hits on YouTube. In the web series, Jerry Seinfeld, is joined by friends for a cup of coffee and a drive in a classic car, sharing stories all along the way.
Affiliated Agency: LiquidThread
Credits: James Smith, SVP Sales, Crackle at Sony Pictures Television Gary Hoffman, Vice President, LiquidThread

Family/Parenting/Women's Interests: www.clorox.com by Critical Mass for The Clorox Company

Just turning 100 years old this past May, The Clorox Company made a daring move; admitting family life is full of messy yet amusing moments to share. In a recent website redesign, Critical Mass avoided showing a picture perfect scenario and kept it real by projecting images of life’s little messes. Guess what? Real people related. So, keep life real and messy because, that seems to work.
Credits: Critical Mass; www.dailycandy.com by DailyCandy for Roundarch Isobar

A newly redesigned DailyCandy website is just what any self-respecting fashionista craves. It’s bright, it’s dynamic, it’s bursting with images and videos complete with an array of topics for any sweet tooth. Articles and videos cover topics from make-up tutorials, workout regimens, healthy recipes, sustainable shopping for kids and so much more. Content refreshes few times a day to keep readers abreast on the hottest trends.
Affiliated Agency: Roundarch Isobar
Credits: Alison Moore, EVP, DailyCandy Maha Al Emam, VP Product & Technology, DailyCandy Alexa Wilson, VP Marketing, DailyCandy; WWW.SHEKNOWS.COM by SHEKNOWS for SHEKNOWS

Think of the Program SheKnows as an enormous jamboree of topics and offerings for women such as: parenting, recipes, or celebrity news - you name it! The objective of SheKnows is to provide a platform where women can express themselves, connect with others, and share interesting content among social circles. The emphasis is on serving the community an authentic experience and expert knowledge on various topics across different categories.
Credits: PHILIPPE GUELTON, CEO, SHEKNOWS; SAMANTHA SKEY, CRO, SHEKNOWS; CRISTIAN GRAZIANO, VP SHEKNOWS; KRISTIN BUSTAMANTE, EDITORIAL DIRECTOR, SHEKNOWS; TIM OWENS, DIRECTOR OF VIDEO, SHEKNOWS; CHRISTI DACE, CREATIVE DIRECTOR, SHEKNOWS; KURT DONNELL, VP BUSINESS DEVELOPMENT, SHEKNOWS; ZACH ALTER, VP SALES STRAT, SHEKNOWS;

Website: Fashion/Beauty/Cosmetics: theFashionSpot.com by theFashionSpot by TotallyHer Media for theFashionSpot.com

When theFashionSpot launched in 2001, the site was an invitation-only community of designers, stylists and fashionistas. But in the last 12 years, the site transformed into a fashion editorial site with a strong and active community element. theFashionSpot currently reaches 2.6 million unique visitors each year, with close to 70,000 invitation-only members playing an active role in the site’s forum. Recent brand advertisers include Macy’s, Tresemme, Anne Klein, P&G, Kraft, Coach, Revlon and Weight Watchers.
Credits: Rebecca Schmitt Jennifer Davidson Julie Bensman; www.thegloss.com by Alloy Digital for The Gloss

TheGloss aims to appeal to twenty-something to thirty-something women blending fashion, beauty and feminism. The recently revamped website recently expanded to include pop culture content, health and wellness material and video programming. The site attracts a growing list of advertisers including Old Navy BIC Soleil, Gillette Venus Embrace, Sew Zoey, among others. TheGloss's mix of content has garnered the site more than 30,000 social media followers.
Credits: Barry Blumberg/EVP Alloy Digital, head of Content Meghan Kheane, VP Editorial Julie Kraut Editorial Director Jennifer Wright Editor at Large Ashley Cardiff Associate Editor Samantha Escobar Associaate Editor; www.xovain.com by Say Media for xoVain

Jane Pratt and her team behind xoJane launched xoVaine earlier this year. xoVaine and xoJane share similarities in that both sites feature personality-driven pieces. xoVain covers all aspects of beauty, with real women sharing well-informed beauty stories and facts. Editors offer first-hand accounts aimed at addressing the needs of an array of women.
Credits: Jane Pratt, Editor in Chief, xoVain Marci Robin, Beauty Director, xoVain

Financial Services/Banking/Investments: http://faceretirement.merrilledge.com/ by Starcom MediaVest Group for Bank of America / Merrill Edge

Young people don’t spend a lot of time thinking about retirement, so to make the concept hit closer to home, Starcom and Merrill Edge came up with a campaign for young people to literally “face” retirement. By supplying their age and a photo on the Merrill site, people saw what they would look like in their retirement years. The shock effect of the “Face Retirement” tool drew half a million visitors and 10M impressions through users sharing their aged photos on Facebook.
Credits: -; americanexpress.com/cards by Huge for American Express

To help attract new customers, American Express enlisted existing cardholders to share why they became members. Around these “Member Because” stories, Huge designed a site to simplify and spice up the sign-up process, creating a comparison “shopping” experience that let people choose the card best suited to their needs. This e-commerce approach even included ratings and reviews and the percentage of submitted applications rose from 8.5% to 12%.
Credits: Allen Orr, Creative Director, Huge Jess L’Esperance User Experience Director, Huge Laura Breines, Engagement Director, Huge Josh Seifert, Sr. Strategist, Huge Peter Scherr, Vice President, Digital Acquisition, Amex Carrie Adler, Director, Digital Acquisition, Amex Natasha Etienne, Sr. Manager, Digital Acquisition, Amex Philip Chiang, Sr. Manager, Digital Acquisition, Amex Sabrina Pasini, Manager, Digital Acquisition, Amex Cynthia Tang, Sr. Analyst, Digital Acquisition, Amex; Visa US Olympics by OMD for Visa

Since the London 2012 Olympics was publicized as the “most social games ever,” the challenge was for Visa to reinvent its connection to the Games and to drive a social conversation that would be heard over other sponsors. Using tools like Facebook and YouTube, OMD helped Visa build a platform allowing fans to virtually cheer for 60 Visa-sponsored athletes. Key moments from the games were highlighted across TV, digital and social channels to keep content fresh and encourage interaction. The campaign generated more than 20.5M cheers and Visa’s brand equity scores increased 15%.
Affiliated Agency: TBWA, Proximity, Fleishman Hillard
Credits: Wendy Aldrich/Global Account Director/OMD Taylor Hastings/Associate Search Director/OMD Heidi McGrath/Associate Media Director/OMD Jasmine Hum/Media Supervisor/OMD Betty Chang/Media Supervisor/OMD Alexa Martz/Strategist/OMD

Food/Beverage: The New Hennessy.com by Nurun for Moët Hennessy USA / Hennessy

To support Hennessy’s new website, Nurun created the “Never Stop. Never Settle” campaign, an integrated strategy that placed the world’s No. 1 cognac brand’s website at the center of its digital activities across paid, owned and earned channels. The beauty of Hennessy products come to life on Hennessy.com with large, rich imagery and engaging videos, delivered through an elegant, expandable photo gallery and single and multi-video players. Through the responsive design, the site looks as beautiful on a smartphone as it does on a desktop. Since its launch, overall traffic increased by 157% and mobile and tablet traffic increased by 224%.
Affiliated Agency: N/A
Credits: Montana Triplett, Director of Digital Marketing, Moët Hennessy USA Guthrie Dolin, Executive Director of Strategy, Nurun Matthew Meschery, Senior Strategist, Nurun Alisha Jaeger, Senior Producer, Nurun Albert Poon, Director of Interaction Design, Nurun Jason Hardy, Creative Director, Nurun John Whitmore, Associate Creative Director, Nurun Julien Phalip, Associate Technical Director, Nurun Rob Surrency, Senior Interaction Designer, Nurun James Stallmeyer, Designer Level 1, Nurun Tunde Whitten, Copywriter, Freelance; PostFoods.com by Manifest Digital for Post Foods, LLC

Manifest Digital was tasked with establishing Post Foods new online presence and they didn’t disappoint. The site encompasses 15 Post Foods brands, while still maintaining each brand’s unique look and feel. Through iterative UX testing, Manifest optimized the content and features of the new responsive (mobile, laptop and desktop) site, including custom-branded sections for each Post brand, a recipe catalog and product locator.
Credits: Individuals Involved in Creation: Angie Hill (Account Manager), Diana Charboneau (Senior Project Manger), Vanessa Lendof (Project Manager), Gabriella Baiamonte (Project Manager), David Angerer (Creative Director), Nick Becker (Designer), Emily Klasing (Designer), Leslie Bogosian (Designer), Alisa Abrams (Digital Strategist), Maeve Connor (Copywriter), Jake Truemper (UX Designer), Duncan Jimbo (Front-End Developer), Jay Criscione (Backend Developer), Mike Hamilton (Backend Developer); Houlihans.com by VML for Houlihans
Houlihan’s, the restaurant chain known for its eclectic menu items, wanted to help people fill in that blank “what are you in the mood for?” and steer them toward eating at their restaurants. To help answer that question, they partnered with VML and turned the Houlihan’s website into a digital mood ring. With social media integration, Houlihan’s could determine a user “food mood” and recommended food, drink and a playlist to appeal to their state of mind. The integration also connected users with their nearest restaurant location and menu. The new site increased Twitter referrals by 284%, Facebook referrals by 156% and site visits increased 30% over the previous year.
Credits: Debbi Vandeven - Chief Creative Officer, VML Ryan Simonet - Creative Director, VML Ben Carmean - Associate Creative Director, VML Josh Eithun - Art Director, VML Kevin Faddis - Copywriter, VML Todd Greathouse - Technical Architect, VML Ryan Schooley - Lead Web Developer, VML John Regan - Web Developer, VML Todd Gordanier - Technicial Architect, VML Chad Peppers - App Developer, VML Shali Wade - Account Director, VML Julie Varner - Account Supervisor, VML Sarah Duggan - Senior Account Manager, VML

Health/Wellness Website: http://www.beewellforlife.com/ by Geary LSF for Bumble Bee Foods

Bumble Bee Foods challenged Geary LSF to rejuvenate their cause marketing program, BeeWell For Life, specifically through a redesign of their health and wellness-oriented website. The website now employs gamification techniques, where users can earn points by logging fitness activities, participate in challenges and submit recipes. The points are then translated into donations for worthy causes. The redesign initiative was a huge success resulting in a 70% increase in activities logged YoY and hundreds of thousands of dollars donated to charity.
Credits: - Kevin Hird, Creative Director, Geary LSF - Andy Martin, Art Director, Geary LSF - Marshall Thornton, Senior Developer, Geary LSF - Tina Wang, Project Manager, Geary LSF - Ryan Adami, VP Client Services, Geary LSF - David Krimper, Account Executive, Geary LSF; PillCam SB for Crohn’s PillCamCrohns.com by Intouch Solutions for Given Imaging, Ltd.

PillCam SB is an innovative, life-changing device to aid people diagnosed with Crohn's disease. To generate awareness, Intouch Solutions developed an interactive website to provide an engaging way to demonstrate PillCam SB's capabilities and benefits. This entirely new interpretation of the traditional doctor discussion guide proved to be a "bright idea." Approximately 50% (1,170) of visitors interacted with the “Talk to Your Doctor” tool and paid search increased visits by 761.6% over the previous month.
Credits: Creative Director: Jeff McFarland Associate Creative Director: Craig Johnston Copywriter: Sarah Epstein V.P., Client Services: Jack Lipton Account Director: Paige Baraban Account Manager: Paige Carrier Director of Front End Development: Jeremy West; WEIGHT OF THE NATION FOR KIDS by HBO for HBO

The website for HBO's “Weight of the Nation For Kids” is a resource for helping kids (and people of all ages) adopt a healthier lifestyle. Not only can users watch the entire three-part series in full, they can watch a number of instructive digital shorts on the topic of obesity. The site encourages users to take action by using social media, committing to an action and sharing it with friends. A personalized social media aspect allows users to track the actions (60K to date) they've taken for themselves, their family and ultimately, the nation.
Credits: - Adam Dubov (HBO.com Executive Producer & Creative Director) - Kevin Pearce (HBO.com Editorial Director) - Scott Petts (HBO.com Art Director) - Sean Gardner (HBO.com Supervising Producer) - Christopher Peditto (HBO.com Producer)

House/Home Campaign: www.iris-worldwide.com by iris Worldwide for Reckitt Benckiser / Resolve

Tasked with raising Resolve’s market share during “peak stain season,” Iris Worldwide ensured the brand’s presence wherever Moms looked for credible solutions. An online and mobile responsive “Tip Exchange” positioned Resolve as the online authority for stain removal by amplifying user generated testimonials across channels and creating visibility when Moms were searching for stain removal solutions. To date, over 80K moms have posted their own tips and Twitter hashtag (#ResolveMyStain) outperformed a competitor for impressions by 23%.
Credits: Lauren Fernandes - VP Account Management Tim Clarke - Creative Director Joel Nagy - Technology Director Lauren O'Malley - Account Director Janina Kozlowski - Senior Account Executive Kevin Sheldon - Senior Interaction Designer Ashley Raymond - Creative Brent Wollack - Senior Creative Daag Alemayehu - Lead Server Side Developer Scott Jones - Lead Front End Developer Jason Wulkowicz - Program Director Katherine Lanahan - Producer Scarlett Coley - Creative Lead; http://wrightimc.com/ by WrightIMC for One Specialty

Tasked with creating a new look for the One Specialty brand, WrightIMC designed an exquisitely simple logo and a website that puts the
brand's work front and center, yet remains easily navigable. Everything a potential customer needs to make an informed decision to choose One Specialty to install a custom pool, from testimonials to the process outlined, is available quickly and succinctly for visitors. With excellent photography, the site showcases the finest craftsmanship in 25 settings, all perfectly lit.
Credits: Luke Phillips, WrightIMC Senior Specialist Minh Nguyen, WrightIMC VP Lan Nguyen, WrightIMC Creative Director Christina Thompson, One Specialty Director of Marketing

News/Politics/Reference/Education Website: http://newsweek.com by Huge for Newsweek

Tasked with creating a digital, modernized experience for the Newsweek reader while staying true to the brand, Huge developed a version that easily allowed users jump from issue to issue and created custom layouts for virtually every platform. Launched in mid May, the site had 1.5M unique visitors by July (a 44% increase over June). Page views grew as did the percentage of referrals from website and RSS.
Credits: Baby Shetty, CEO, Newsweek Michael Dyer, Chief Digital Officer, Newsweek Tina Brown, Editor-In-Chief, Newsweek Megan Man, Associate Creative Director, Huge Colleen Redmond, Senior Designer, Huge Aaron J Shapiro, Senior Product Designer, Huge; Milwaukee Police News by Cramer-Krasselt for Milwaukee Police Department

Tasked with making the Milwaukee Police Department’s website appear innovative, Cramer-Krasselt gave the MPD a new "digital face" by utilizing parallax scrolling, providing depth and movement along with bold and engaging photography. Users can also read real-time information posted by officers on the street, learn about officers’ heroism and see who is on the “Most Wanted” list. The agency says recognition has been worldwide and that the site has won several international advertising awards.
Affiliated Agency: LISS Interactive (Development Partner)
Credits: Executive Creative Director:Chris Jacobs Strategy Director, Interactive: Tim McCord Creative Director:Matt Rand, Brian Ganther, Chris Buhrman, Todd Stone Associate Creative Director:Shawn Holpfer Senior Art Director: Zack Schulze Senior Copywriter: Chris Miller User Experience Strategist: Frank Dalton VP, Sr. Interactive Producer:Robin Griffin Interactive Producer: Nicholas Modesto Senior Art Buyer: Karen Kirsch Campaign Manager: Ellena Radovancevic Photographer: Jeff Salzer Photo Retouching: Gina Ferrise Development Partner: LISS Interactive

Reference, Education: families.naeyc.org by NAEYC for NAEYC

New and improved– the visually inviting NAEYC For Families website provides practical, simple, fun and inexpensive ideas to encourage families to support their young children’s learning every day. It also offers short, straight forward articles and research-based info from pediatricians like T. Berry Brazelton.
Credits: Susan Friedman Executive Editor, Digital Content NAEYC Victoria Moy Designer, Digital Products NAEYC; http://nyccollegeline.org/ by Blenderbox for Graduate NYC

Getting into college isn’t easy. To make the process of applications, financial aid and picking the right school easier, Blenderbox worked with various NYC educational institutions to create a zippy, multifaceted student site (http://nyccollegeline.org) that acts as information central for all college needs. The site scored positive feedback from students, teachers and parents, enhancing a valuable academic tool.
Credits: Leah Angle, Graphic Designer Caleb Brown, Senior Developer Will Davis, Senior Project Manager Orr Shtuhl, User Experience Designer; www.realitydrop.org by Arnold Worldwide for Climate Reality

Talk about a public service. The science is in: Climate change is real. Though Big Oil and Big Coal fund think tanks that spread lies, the “Reality Drop” campaign (a partnership with Arnold Worldwide), champions fact over fiction. To combat false and deceptive Internet information, Reality Drop’s used game dynamics to cool the heated climate conversations online and rewarded players by hitting deniers with scientific truth. Here, the good guys finish first.
Credits: Chief Creative Officer: Pete Favat Creative Directors: Meg Siegal, Mike Howard and Fearless Cottage Art Director/Designer: Deb Grant  Copywriters: Mike Howard and Samantha Jo Gutglass Additional Designers: Jon Casey and Jeff Oeth  Strategist/Producer: Brendon Volpe Director of Social Media: Sebastian Gard Backend Developer: Vermonster UI Developer: Fion Kou Information Architect: Kate Tetreault Quality Assurance Manager: Jen Mason

Retail/E-Commerce: http://www.littlegiraffe.com by Cuker Interactive for Little Giraffe

Lovely and fresh baby-soothing designs make for an enjoyable shopping experience on Little Giraffe’s website. Little Giraffee successfully presents the distinctive aspect of a luxury product through new features such as a customer loyalty program, referral program and interactive product chooser. The responsive design makes for a pleasurable shopping experience using a mobile device.
Credits: The team at Cuker Interactive; Magnolia Website Redesign by hawkeye for Magnolia

Aligning itself with vivid pictures and sensory experiences, Magnolia established itself as the brand in home entertainment. Consumers are offered the ability to click on touch points within every picture online to discover and visualize an intangible experience. Through this website, consumers are able to learn about Magnolia’s offerings and fully immerse themselves within their dream home.
Credits: Bryan Allen, Development Lead - hawkeye Kirk DeCardenas, Project Manager - hawkeye Dennis Dreissigmayer, Developer - hawkeye Erik Jacobson, UX Architect - hawkeye Adam Reed, Creative Director - hawkeye Sam Sneau, Developer – hawkeye Brent Wood, Art Director - hawkeye; New eCommerce Website by Carter's | OshKosh B'gosh for Carter's | OshKosh B'gosh

Carter’s and OshKosh B’gosh’s website redesign is a great example of an easy to navigate website. Featuring more than brand, the website offers customers an enjoyable and efficient shopping experience. Intuitive navigation and breathy design allow the customer a wide range of products with few efforts.
Credits: Greg Foglesong – Senior Vice President Marketing
Kemper Seay – Vice President eCommerce
Laura Barber – Vice President Merchandising
Miriam Pecher – Vice President Marketing
Kathy Neumann – Vice President Marketing
Amy Deering – Brand Creative Director
Vivian Mize – Brand Creative Director
Malinda Sandman – eCommerce Buyer
Amanda Blackwelder– eCommerce Buyer
Shera Shrago – eCommerce Marketing Director
Matt Gilliss – eCommerce Creative Director
Sarah McFather – User Experience Manager
Adam Slater - Copy Manager
Megumi Diaz – Interactive Designer
Joseph Calvo – Interactive Designer
Jill Brown – Copywriter
Rebecca Harris – Copywriter
Jadene Burgess - eCommerce Operations Director
Kyle Phillips - eCommerce Technology Director
Tim Loibl - Senior Front End Developer
Hal Misseri – Site Developer
Jason Bronson – Site Developer

Social Networking: http://training.asicsamerica.com/ by Struck for Asics

After being unimpressed with current online training offerings, ASICS wanted to change the online training experience. Struck created a platform marrying the idea of a music playlist with working out, allowing users to upload exercises and create workout playlists. Sharing playlists or adding exercises uploaded by elite athletes like Russ Winger enhances the experience further. Filtering by gender, body part or athlete makes playlist creating easier and the clean responsive design is formatted perfectly for mobile devices.
Credits: Struck Producer: Katherine Cochran Struck Developers: Amos Lanka, John Crain Struck Tech Director: Paul Schmit Struck Executive Creative Director: Matt Anderson Struck Interactive Creative Director: Abe Levin Struck UX: Nate Goss Struck Account Director/Strategist: John Gross Struck Sr. Account Manager: Jaclyn McCown; Social Networking/Sulia by Sulia for Sulia Community

Sulia was looking for a way to overcome the signal-to-noise problem with existing social networks. They accomplished this through categorization of content and experts into “channels” displaying the strongest voices in those channels to users. They also provide users with the ability to “trust” content to further customize their experience. The “leaderboard” is a noteworthy rank of Sulia’s content providers in each channel. With hundreds of channels based on cities, technologies, hobbies and professions Sulia surpassed thirteen million unique visitors per month.
Affiliated Agency: Sulia
Credits: Jonathan Glick, CEO and Founder, Sulia Jeff Reynar, CTO, Sulia Claudia Page, Vice President, Operations, Sulia Josh Young, Vice President, Network Development, Sulia; HBO Connect by HBO for HBO

Remember when people used to discuss episodes of Friends or Seinfeld around the water cooler? Viewers of Game of Thrones never had to wait to share thoughts. Twitter and Facebook allow TV viewers to have real-time discussions while watching. HBO created HBO Connect to leverage existing social networks to drive content into their own social hub. Giving viewers direct access to HBO talent though cast and crew social participation, Q&A’s and other creative sweepstakes further drives engagement and encourages viewers to tune-in.
Credits: Sabrina Caluori, HBO VP of Social Media and Performance Marketing JIm Marsh, HBO Director of Social Media

Sports: www.youralltimeteam.com by T3 for Allstate

Sports fans love to engage in debates about the all-time greats. Allstate smartly tapped into that passion through this multi-tiered NFL promotion allowing fans to serve as quasi-Hall of Fame voters on a site. Production quality for online videos featuring NFL great Howie Long was top-notch. Graphic renderings of former players were remarkable, while the overall design was crisp. Allstate offered weekly prizes to generate return traffic. And, about one in three users made repeat visits.
Credits: T3: Amber Guild - VP, Business Director; Anthony Nyugen – Developer; Bernard Briggs – Chief Technology Officer; Carolyn Connolly - Associate Creative Director; David Dennis – Associate Director, Quality Assurance; Hannah Su - Director of Analytics; Helmut Granda – Technical Architect; Jay Suhr - Chief Creative Officer; Jessie Fenstermacher - Account Supervisor; John Livingston – Senior Art Director; Justin Clemens – Senior Copywriter; Ken Chow – Associate Analytics Director; Kim Gannon - Executive Producer; Lauren Elzner – Producer; Layne Hedrick – Director of Delivery; Pam Crosier – Creative Development Director; Sherri Fleming – Senior Developer; Susan Shaw – Interactive Design Team Lead; Taylor Hight - Account Director
Allstate: Caitlin Morse - Marketing Manager, Integrated Marketing Communications; Elizabeth Schreier - Director Web and Social Engagement, Internet Marketing; Karen Uhler - Senior Marketing Manager, Integrated Marketing Communications; Pam Hollander - Senior Director, Integrated Marketing Communications; http://www.global-rallycross.com/ by Terralever for Global Rally Cross

Global Rallycross is a niche sport, so site visitors are no doubt extremely passionate. The online presence fuels their passion superbly, with seemingly bottomless content from videos to news coverage. Yet, the presentation doesn’t feel crowded – more so pleasantly accessible. Perhaps the site’s most outstanding aspect is the superb use of colors and images, which jump off the page. Also, the countdown clock to the next race on the home page offers a dynamic feeling.
Credits: Scott Patten Craig Budwitz David Kopack; MLB.com/cut4 by MLB Advanced Media for MLB.com/Cut4

Seemingly inspired by Instagram, Cut 4 offers an enticing experience for both diehard and casual baseball fans. The apparent conceit – photos and video focusing on baseball’s offbeat and oddball – is tailor-made to generate social media interaction. With its uneven design and random vibe, the site has a certain feel of authenticity. Yet, somehow banner ads that are relevant to baseball don’t feel too intrusive. Cut 4 looks to have stickiness that could have loads of fans dropping by daily.
Credits: Bob Bowman, President & CEO, MLBAM Dinn Mann, EVP, Content, MLBAM Gregg Klayman, VP, Product Development Carlton Thompson, VP, Executive Editor, MLBAM

Technology Services Websites: www.whistle.com by Manifold for Whistle

Whistler, a monitor that turns a dog's day into data, wanted a clean online identity that mirrors the straightforward design of the company's product. Company executives turned toward Manifold to help develop a corporate brand strategy using some of the most cutting edge technology, like Amazon, in the market. The website design not only mirrors the innovation of the dog collar monitoring system, but lets users quickly access and find data about the dog.
Credits: Kelly Long - Account Lead Jason Anello - Creative Director Brian Mullin - Technology Director Julie Friedenberg - Designer Chad Auld - Front and Back end Developer Becca Derenthal - Project Manager; http://www.SomoAudience.com by SoMo Audience Corp. for Swipe Advertising

Too many annoying ads that site visitors can't close cause accidental clicks that can leave a bad taste in their mouth. Hoping to solve fat-finger frustration, SoMo Audience created a swipe ad unit that allows site visitors to swipe out of an advertisement they don't want to see rather than click on it. The technology built into the code removes the little "X" in the corner and works with all touch-screen devices.
Credits: Robert Manoff - CEO, Co-Founder Todd Houck - COO, Co-Founder; www.arcsoft.com by ArcSoft for ArcSoft

If one picture tells a thousand words, then ArcSoft's redesigned website completes the brand's story. The site clearly communicates a vision and strategy, putting an emphasis on photography. Many of the photos are examples of what people can achieve using the company's technologies. The site redesign continues to pull in more search traffic to new sections, such as the blog and the executive biographies. In June and July, time spent on Corporate-related pages jumped 35%; Technology, 20%; and Blog, 75%.
Credits: • Amy Rubin, VP of Marketing and Communications – Executive sponsor • Vickie Wei, Director of Corporate Marketing – Project owner • Haixiao Lin – Head of engineering • JiaRong Yu – Engineer • WenFei Ye – Engineer • QunShan Zhang – Engineer • Xiaoli Xia – QA • Alan Wu – Designer • Wendy Cheng – Designer • Jessica Gwinn – Writer

Travel/Tourism: www.tripadvisor.com by TripAdvisor for TripAdvisor

Reaching 100 million reviews and opinions, TripAdvisor, is a highly trusted travel site when it comes to researching restaurants, hotels, flights, travel destinations, car rentals and more. Start planning wisely from feedback and experiences. With over 14 million photos available and various forums to help narrow down questions and concerns. Travelers can effortlessly access TripAdvisor using their mobile device.
Credits: TripAdvisor; http://www.livelifelocal.com/ by WINTR for Safeco Insurance

What a handy platform for the adventurous! WINTR and SafeCo Insurance teamed together to create a social experience that informs drivers of vehicles the latter insures of inspirational destinations by location. Easily navigable, the site provides excellent photography and feature-rich content written by professionals as well as users. LiveLifeLocal is simply nicely done.
Credits: WINTR; Must Be The Sunshine by SapientNitro for Visit Florida

Bob Segar said it best, “I’s Florida time an it’s really alright” and vacationers know once in Florida, there’s no turning back. With an aspiring goal in mind the, “Must be the Sunshine”, campaign aims to bring vacationers straightforward information on the Visit Florida website allowing tourists to share travel stories and experiences. SapientNitro’s work paid off impressively with a 4.7% hike in tourism and the state’s best year ever.
Credits: Worldwide Chief Creative Officer: Gaston Legorburu Executive Creative Director: Gary Koepke Creative Directors: Ronn Pearson, Jordan Lipton Associate Creative Directors: Carol Montoto, Brian Jones Strategy: Darren McColl, Ivette Alonso Copywriter: Casey Woods Designer: Svetoslav Kraev, Carolina Espinales Art Director: Danielle Fay Account Director: Marina Earp Project Manager: Daissy Vicuna Studio Manager: Ariel Bellumio Video Editor: Javier Urquiza Studio Project Manager: Mike Diaz Motion Graphics: Luis Giron / Alejandro Roses

Youth: www.chuckecheese.com by The Richards Group for Chuck E. Cheese's

Chuck E. Cheese’s severely outdated website featuring a severely outdated mascot has transformed into an engaging experience featuring a contemporarily relevant mascot. The website is clean and easy to navigate for parents to plan their children’s next party while providing interactive games and activities keep the young users entertained. The new chuckecheese.com generated an average 24% growth in traffic since the site launch and an increase of 35% in mobile traffic.
Affiliated Agency: Click Here Labs
Credits: Wendy Bouis, The Richards Group Creative/Art Director; Jayr Sotelo, Click Here Labs Digital Motion Design/Creative Technology; Rhonda Zahnen, The Richards Group Brand Management/Principal; Leigh Brown, The Richards Group Brand Management; Christina Walker, Click Here Labs Digital Project Manager; Armando Contreras, Click Here Labs Digital Programmer; David Lyons, Click Here Labs Digital Programmer; Kristina Jonathan, The Richards Group Digital Strategist; Scott Luther, The Richards Group Digital Strategist; Amanda Plewes, Click Here Labs Digital Business Analyst; Tali Swann-Sternberg, Click Here Labs User Experience Architect; Patrick Murray, The Richards Group Brand Creative/Art Director; Bill Cochran, The Richards Group Brand Creative/Writer; Taylor Dinkins, The Richards Group Brand Management;; www.gurl.com by Alloy Digital for GURL

Gurl.com is the ultimate online community and content website for teenage girls. The gURL.com experience includes everything a girl needs to get through her teenage years, from video tutorials on how to bedazzle flip-flops to fun quizzes on whether it’s time for a first REAL relationship. After 15 years of building a loyal fan base, gURL.com revamped the website to amplify customer experience. Over the last year, Facebook followers have grown 50%, Twitter followers have tripled, and Tumblr followers have risen up to over 70,000.
Credits: Barry Blumberg, EVP, Alloy Digital Meghan Kheane, VP, Editorial, Alloy Digital Julie Kraut, Gurl Editorial Director; http://nmai.si.edu/exhibitions/infinityofnations/culturequest/ by Blenderbox for Smithsonian Institution/National Museum of the American Indian

With online games and hilarious viral videos taking over the web, it is difficult to get children excited for educational experiences. It was clear that Blenderbox had this in mind when creating the National Museum of the American Indian’s website for the “Infinity of Nations” exhibit. Using interactive maps, pop-out word definitions, fun animations and badge-based games keep young viewers engaged.
Credits: Matt Raw, Senior User Experience Designer Amanda Meffert, Director of Project Management Iain McDonald, Senior Project Manager Kristina Pedicone, Designer Tsam Lim, Senior Graphic Designer Caleb Brown, Senior Developer

2013 Finalists

Integrated Online Campaign

Online Advertising Creativity

Web Site Excellence