• by Staff Writers , September 1, 2006

These finalists saw beyond static pages and gave their media ideas another dimension.

Fallon

Citi

Heather Kruse, Group Media Director; Niki Dobratz, Associate Media Director; Shala Terfehr, Media Supervisor

Call it a triple threat. Fallon created targeted Citi ads for its "balance seekers" market, a group of heavy magazine readers defined by their view of money as a means to enjoying life, not as the end goal. Not only were the ads carefully placed in specific magazines  they were also customized within each publication. For example, Citi's ad in The New Yorker read, "It's not 'I $ NY' "; ads in Bon Appétit and Cooking Light read, "No one has ever romantically split a piece of a pie chart"; and ads in Baby Talk and Parenting read, "Some of the most exciting growth charts are on the pantry door." Fallon negotiated 19 agreements to place ads near specific editorial on a multi-insertion basis  requests that those magazines had never granted before. They also garnered 49 back covers across 31 titles in four months, 11 cover flaps across six titles (a first for four of them), and a custom restaurant directory in Bon Appétit.

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OMD

The North Face

Teri Bauer, General Manager; Michelle Estrada, Strategist

Extreme sports fanatics like things fast and interactive, so OMD teamed with outdoor sportswear company The North Face to bring motion to its print spots. OMD placed a flipbook ad for the brand's new Prodigy clothing line in Freeskier magazine's December 2005 issue. The 3-inch-by-2-inch series, which appeared on the bottom left corner of 12 consecutive pages, animated a breathtaking jump by a popular skier. The North Face was the exclusive advertiser on each page.

Freeskier, which reaches approximately 300,000 extreme skiers a month, juggled other advertisers, added pages to the magazine, offered the brand a free full-page ad, and called out the flipbook on the cover of the magazine. The ads directed readers to a Web site featuring extreme skiing videos and information about the Prodigy line.

Revenue increased for The North Face in 2005, and the Web link featured in the ads, 3sickminutes.com, saw a fivefold increase in traffic.

Click here to see the original entry.

Starcom USA

Playtex

Sam Karow, Media Director; Courtney Sikes, Supervisor

Is your bra the right size? that was the question Playtex and Starcom asked readers of O, The Oprah Magazine. Inspired by bra intervention specials on "The Oprah Winfrey Show," Starcom brought Playtex's "Real Solutions for Today's Woman" tagline to life in O by providing tools and information for finding the perfect bra fit. Starcom inserted 850,000 Playtex-branded tape measures and "fit tip" cards in the November 2005 issue of O. Starcom reports that the number of readers who saved the tape measure for future reference was 650 percent more than the number of those who clipped and saved an ad the previous month, according to Affinity VISTA.

Click here to see the original entry.

For more information about the Creative Media Awards ceremony go here.