Results for September 2005
  • Category: New/Emerging Experimental Media
    Pushing the boundaries further than ever before, finalists delivered a unique, do-it-yourself campaign in Times Square, introduced a hometown high-flyer to Chicago, and personal messages from poptart Britney Spears.

    WINNER

    Agency: Fallon

    Client: TED Airlines

    Fallon's campaign for Ted created mass awareness for a brand new airline by developing a down-to-earth character called Ted, who doesn't rely on TV ads to introduce himself to his new hometown -- Chicago. The goal for the birth of United Airlines' low-cost brand was to make Ted as accessible as possible and to make ...

  • Category: Communications Channel Plan
    These finalists used their "ecoimagination," "iconic" status, and even encouraged consumers to "strike & retrieve," to serve up unusual, integrated communications channel plans.

    WINNER

    Agency: OMD, BBDO, Atmosphere BBDO

    Client: GE

    This spring, GE and its agency partners created a new word, "ecoimagination." The strategy to promote the green concept extended beyond advertising, crossed media channels, and addressed multiple audiences in various contexts. It involved TV ads, newspaper and magazine inserts, Web ad roadblocks, radio, and a public relations blitz. Ads were customized to the look of specific publications. An ...

  • Category: Media Plan
    Proving that media plans can be both creative and effective, planning finalists came up with everything from "messages in a bottle" to a kids' version of "CSI."

    WINNER & BEST IN SHOW

    Agency: OMD

    Client: ABC "Lost"

    At a time when conventional media buys appear to get lost in a sea of advertising clutter, OMD developed a strategy to promote the ABC prime-time series "Lost" that was sure to be, well, found. The plan reinvented traditional definitions of media, turning unexpected venues into communications outlets to promote the show. OMD's media ...

  • Category: Research/Consumer Insights
    Demonstrating that media research is no longer about pocketpieces and spreadsheets, finalists in the consumer insights category ranged from a surprising experiment in media deprivation to tools that forecast the shows people will watch.

    WINNER

    Agency: OMD

    Client: Digital Yahoo!

    People always say, "I can't live without the Internet." With Yahoo!, OMD sought to find out how indispensable the Web is in the lives of American media consumers. OMD recruited 28 people in 13 households to forgo all Internet access for two weeks. Using daily paper and video diaries, as ...

  • Category: Branded Content/Product Placement/Sponsorship
    It was a branded entertainment bonanza, with finalists finessing clever product integrations and placements in video games, TV shows, text messages, and more. No signs of creative sluggishness here.

    WINNER

    Agency: GM Planworks

    Client: General Motors' Pontiac

    What would a branded entertainment award be without a Mark Burnett show? While many advertisers have cited big gains after appearing in a "Survivor" or "The Apprentice" episode, perhaps none have been more successful than Pontiac Solstice. On an episode of the third season of "The Apprentice," the competing teams had to create ...

  • Category: Multicultural Media
    Finalists in this category illustrate why Madison Avenue's most important new media frontier may not be about technology or even content, but about people and their cultures.

    WINNER

    Agency: Zoom Media and Global Hue

    Client: Dodge

    As part of Dodge Magnum's African-American and Hispanic marketing plan, Global Hue sought a new and innovative media concept that would make the brand relevant to the target audiences. Zoom Media created a series of custom-designed graffiti murals program to meet these objectives. The murals were a minimum of 10 feet by ...

  • Category: Interactive/Enhanced Television
    It's been called the "Internet on steroids," and this year's interactive TV finalists show why, imagining new possibilities for engaging viewers and proving there is, indeed, life after the 30-second spot.

    WINNER

    Agency: MediaVest

    Client: Kraft

    At a time when many in the ad industry are wringing their hands over TV platforms like digital video recorders (DVR) and video-on-demand (VOD) that put consumers in charge of content, MediaVest devised a strategy recognizing that mothers, one of client Kraft Food's core consumer groups, really need to control the time they ...

  • Category: Radio
    Listen up: Transforming radio from a traditional media vehicle to a personalized, educational, interactive, and even humorous experience will stop consumers from touching that dial.

    WINNER & BEST IN SHOW

    Agency: OMD

    Client: ABC "Lost"

    Time is of the essence for radio advertisers looking to pique the interest of listeners. At best, advertisers have 45 seconds: ABC did it in 15. OMD's teaser radio campaign for "Lost" evoked raw emotion on a level that left listeners asking, "Was that call for help real?" The radio spot sounded like an actual ...

  • Category: Newspapers
    What's black and white and read all over? The campaigns designed by this year's newspaper finalists, who show why their creations were fit to print.

    WINNER

    Agency: Cossette Communications

    Client: Nike

    The Toronto Star's RunTO campaign for Nike advertised a 10-kilometer run on the city's Centre Island and pit neighborhood against neighborhood in the spirit of athletic competition. The effort featured fake Post-It notes on the paper's front page with one neighborhood goading another to participate with friendly insults. The notes were signed "Delivery Guy" and customized to ...

  • Category: Television
    In a time when everyone's finger is on the fast-forward button, these television finalists capture consumer attention by using the medium as the message, working with the power of celebrity, and targeting engagement.

    WINNER

    Agency: GM Planworks

    Client: Cadillac

    Morphing a slower-moving, older brand image of a seemingly lumbering car, General Motors sped its Cadillac brand with a plan called "Under 5." The theme focused on the GM Cadillac cars -- and media -- moving at or under five seconds. Since the industry standard of a great car performance has ...

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