• by Staff Writers , September 5, 2008

Finalist - Creative

MindShare Entertainment: David Lang, president, North America; Greg Manago, supervising producer; Lindsay Gravin, producer. MindShare: Nadine McHugh, director; Shari Cohen, co-executive director, national television; Melissa Shapiro, group director, national television; Tamera Mellish, associate director, national television; Mark Gurwitz, associate director; Gretchen Seibert, associate planning director; Nicole Hayes, strategic planning director; Sean Daly, media planner.

There's not a more appropriate show in which to place a product that markets itself to "men who take risks" than 24. When the producers were approached for this product placement, Degree was rebuffed, but not rubbed out. So it turned to MindShare to create its own 24/Degree-branded microsite and Web series called "The Rookie." Two short films, directed by a 24 director, form the centerpiece of this immersive experience. The films were then teased in commercials that ran on FOX and ESPN, both popular with the target audience of men ages 25 to 35. Debut sneak peeks, video ads and exclusive behind-the-scenes videos were also seeded on Fox Interactive.