• by Staff Writers , September 1, 2006

From subtle and sophisticated to outrageously fun, the branded content and product placements in this year's campaigns deftly got the message across.

McKinney & Silver

Oasys Mobile 

Tom Hickey, Media Director; Julie Greenhouse, Media Supervisor; Rod Brown, Management Supervisor; Christina Yarbrough, Account Executive; Sara Morton, Interactive Strategist; Jason Musante, Associate Creative Director; Matt Fischvogt, Associate Creative Director; Dave Cook, Group Creative Director; Lori Mercado, Interactive Traffic Coordinator; Nora Mishriky, Interactive Producer; Carmen Bocanegra, Interactive Production Coordinator; Jim Russell, Director Interactive Strategy

What if you could seduce anyone with an alluring ringtone? Oasys Mobile created a sexy Danish doctor to tout "research" proving that people get stirred  even shaken  by ringtones dubbed "Pherotones." Internet buzz started with a listing in Wikipedia. Instant messaging and print, both paid and PR-driven, gave it momentum. The doctor launched a blog and asked "citizen scientists" to send videos of Pherotones in action. The spoof landed the Pherotones site 300,000 page views in less than six weeks. More than 100,000 people participated in instant message sessions with the good doctor. Traffic to the Oasys Mobile site surged 400 percent after Oasys "struck a deal to become the exclusive distributor of Pherotones."

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Mindshare

Unilever/Dove

MindShare: Jane Barash, Group Planning Director; Anny Buakaew, Ad Serving Manager; Ellie Date, Associate Planning Director; Andy Heath, Group Planning Director; Neahle Jones, Planning Supervisor; Chang Kim, Media Supervisor; David Lang, Director of Programming; Greg Manago, Producer; Mark Nester, Media Supervisor

Unilever: Rob Master, Personal Wash Brand Manager; Babs Rangaiah, Media Director; Michael Bryce, Associate Brand Manager, Dove Personal Wash

Ryan Partnership: Jennifer Miller, Creative Director: Mary Shaw, Producer; Tama Ordway, Designer

What better way to calm a desperate housewife than to offer her the top homemaking secrets of TV icons June Cleaver, Carol Brady, and Lily Munster? The campaign for Dove Calming Night products placed harried "Desperate Housewives" star Felicity Huffman in vintage 1960s and 1970s sitcoms. The Webisodes encouraged busy women to relax at bedtime by taking an "incremental" shower with Dove Calming Night. Related TV commercials aired during "Housewives" and directed viewers to the site. More than 3.5 million consumers visited the Website, and nearly 1 million watched 45,000 hours of branded engagement; site visitors requested 730,000 free samples.

The Richards Group

Florida Department of Citrus

The Richards Group: Lance Miceli, Principal; Cort Gorman, Media Director; Cheryl Huckabay, Online Media Planner; Ira Berger and Jody Thompson, Network Negotiators

Florida Department of Citrus: Courtney DeLapp, Brand Manager; Christopher Owens and Leslie Kuhn, Brand Planners; Mike Malone, David Morring, and Mike Washlesky, Brand Creative

The Richards group made daytime TV viewers' mouths water with 150 placements on ABC soaps. Actors poured and sipped glasses of juice or played scenes near bowls of oranges. Voilà! Branded entertainment without a brand. The FDOC promoted the health and wellness benefits of oranges by forming partnerships with cable nets such as Court TV and the Hallmark Channel. It sponsored health segments on ABC's "Good Morning America" and CNN. The Weather Channel's Dr. Anna Marie broadcast from an orange grove a 60-second vignette on the benefits of orange juice. All this juiced purchases by 10 percent; intent to purchase rose 5 percent.

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