2015 Best in Show

Creative Media Awards Social Media

I am a Witness by Goodby Silverstein & Partners for Ad Council

A problem as sinister as cyber bullying required a bold solution. So, on behalf of the Ad Council, Goodby Silverstein & Partners rallied top Web platforms to literally transform the social landscape. The agency designed a new eye-shaped emoji to draw attention to bullying wherever it occurred, which was accompanied by countless complimentary efforts. Snapchat alone developed custom filters seen tens of millions of times. Overall, the effort led to more than 600 million impressions, and more than 10 million views of targeted campaign videos.

Credits: Rich Silverstein, Co-Chairman, Partner, Goodby Silverstein & Partners Will Elliott, Creative Director, Goodby Silverstein & Partners Patrick Knowlton, Creative Director, Goodby Silverstein & Partners Hanna Wittmark, Art Director, Goodby Silverstein & Partners Kate Baynham, Copywriter, Goodby Silverstein & Partners Angie Elko, Sr. Designer, Goodby Silverstein & Partners Tod Puckett, Director of Broadcast Production, Goodby Silverstein & Partners Benton Roman, Integrated Producer, Goodby Silverstein & Partners Mike Kellogg, Technology Director, Goodby Silverstein & Partners Robert Riccardi, Technology Director, Goodby Silverstein & Partners Cassi Norman, Account Director, Goodby Silverstein & Partners Bonnie Wan, Director of Brand Strategy, Goodby Silverstein & Partners Victoria Barbatelli, Sr. Communication Strategist, Goodby Silverstein & Partners Devon Lynch, Communication Strategist, Goodby Silverstein & Partners Heidi Killeen, Business Affairs Manager, Goodby Silverstein & Partners

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Creative Media Awards 2015 Winners

Creative Media Awards Multicultural/LGBT Media

Donate Your Shadow by the community for Converse

São Paulo, once home to a vibrant cityscape of street art, became an endless expanse of gray after a law was passed to remove murals and graffiti. Converse -- a brand that lives at the heart of urban rhythms and culture -- brought color back to the city, transforming people's shadows into works of high art. Skilled artists created more than 100 individual works of art and thousands more joined the effort, revitalizing and beautifying the city. Hundreds more donated their shadows on social media.

Credits: Chief Executive Officer: Joaquín Mollá, José Mollá Executive Creative Director: Ricky Vior Senior Copywriter: Marcelo Padoca Senior Art Director: Fernando Reis Art Director: Sergio Skarek VP of Integrated Production: Laurie Malaga Senior Producer: Julio Rangel Senior Account Executive: Ozzy Uzcategui

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Creative Media Awards Print (magazines and newspapers)

Blood Drops by the community for City of Buenos Aires

The Government of the City of Buenos Aires wanted to encourage blood donation, making it a more meaningful, personalized experience. With the tagline “Someone You Don’t Know Matters To You,” the campaign humanized recipients by illustrating three scenarios where they might have helped their donors. Each scene of tiny blood-red plastic figures is inside a giant drop of blood, in a graphically witty representation conceived by The Community. So, for example, “Your blood could go to that person who once held the door for you.”

Credits: Chief Creative Officers: Joaquin Molla, Jose Molla Creative Directors: Ramiro Raposo, Fernando Sosa, Fernando Zagales, Juan Mesz 
 Art Directors: Dante Zamboni Copywriters: Nicolas Larroquet, Adrian Rey Account Director: Sebastian Diaz Account Executive: Oriana San Martin Production: Ramiro Capisto

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Creative Media Awards Online Media: Branding

Merrell TrailScape by Trilia/Hill Holliday for Merrell

For the launch of its most advanced hiking shoe, Merrell targeted Experience Collectors, who embrace outdoor adventure as well as cultural experiences. Hill Holliday created TrailScape -- the first to-market virtual reality hike with an Oculus Rift headset using motion capture technology. A partnership with Rolling Stone drove engagement at the festival and beyond, with celebrity interviews, magazine takeovers, a concert and the online launch of TrailScape, generating over 187 million impressions and 175,000 engagements, while brand consideration increased by 45% among Experience Collectors.

Credits: Trilia/Hill Holliday: - Katie Thompson, VP, Group Media Director of Platform Media - Liane Nadeau, Platform Media Manager - Elizabeth Dunbar, Media Planner

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Creative Media Awards TV or Interactive/Enhanced TV

Dunkin' Donuts Shark Week by Trilia a Division of Hill Holliday for Dunkin' Donuts

Sharks and donuts? Who knew there was a connection? A Dunkin’ Donuts sponsorship with Discovery Channel’s famed “Shark Week”, the late summer event ,focused on a first ever Xbox connection allowing fans to watch programming and additional content side by side on live TV screens. The promotion has teeth -- 120,000 people engaging an average of 13 minutes with the brand; 150,000 downloads of Dunkin’-branded shark-themed wallpaper; as well as sales for in-store special lifesaver-looking white and red frosted donuts -- a big sweet bite.

Credits: • Agency Partners: Discovery Channel, Microsoft • HH Media Credits: o Trilia  President- Cindy Stockwell  Director Digital Strategy, EVP: Mike Proulx  Digital – VP/AMD: Jeff Zanella  Digital – AMD: Marcy Freedman  Digital – Supervisor: Jacqueline Klein  Network Buying – EVP: Stacey Shepatin  Network Buying – VP/AMD: Guy Rancourt  Network Buying – VP/AMD: Allison Scharf  Network Buying- Supervisor: Carlo Pugliano o Hill Holliday  Senior Digital Strategist: Kelsey Graham  Group Account Director, EVP: Brent Feldman  Account Supervisor: Alison Amira  Content: Cory Tucker o Dunkin’ Donuts  Director Of Media Dunkin’ Brands: Nick Dunham  VP, Global Consumer Engagement Dunkin’ Brands: Scott Hudler

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