Interstitial, Pre-Roll or In-Stream Video Unit Finalists
Kraft Foods/Crystal Light
Kenyon Weiss, Rachel Iazzetta, VPs and Creative Directors; Charlie Douglas, Senior Art Director; Josh Allen, Senior Copywriter; Cat Lee, Designer; Karen Anderson, VP, Media Director; Deborah Fagerstrom, VP, Associate Director; Erica Lyons, Media Supervisor
The "Shake Up Your Water" campaign was designed to increase awareness of the Crystal Light On-the-Go product line. The broadband media buy included iVillage, MSN, Scripps, and AOL. Dynamic online ad units helped boost campaign awareness to 72 percent higher than the average for consumer packaged goods products, per the Dynamic Logic Ad Index Study. Consumers exposed to the campaign were able to recognize its tagline 58 percent more frequently than the beverage industry average.
Kenyon Weiss, Rachel Iazzetta, VPs and Creative Directors; Charlie Douglas, Senior Art Director; Josh Allen, Senior Copywriter
Cat Lee Media: Karen Anderson, VP, Media Director; Deborah Fagerstrom, VP, Associate Director; Erica Lyons, Media Supervisor
Modem Media crafted a glossy, mouth-watering ad for Fruit20, Kraft's flavored, no-calorie beverage. The creative execution extended the metaphor of "water falling from trees" proposed by the companion TV spot by adding key interactive functionality. Modem developed a creative strategy that focused on leveraging the spot and using the companion ad space to engage consumers and reinforce the Fruit2O product attributes.
Rob Bagot, Executive Vice President; Sunny Teo, Bennett Miller, Group Creative Directors; Jon Whitman, Art Director; Rod Middleton, Copy Writer; Stephen Chun, Account Supervisor; Srikala Ramasubban, Account Manager
MRM Worldwide worked with Mircrosoft to fight what it called "invisi-business" with its campaign for Microsoft Office Live. The video articulates the problems business face in terms of reaching customers, then proposes a solution. The Live campaign lent itself to create a viral buzz, with the help of the pass-it-on feature embedded in the video, and hit 100,000 sign-ups two days before the campaign end date.Click here to view MRM Worldwide's brief.
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