MediaPost – Creative Media Awards

Creative Media Awards

Audio: CLIF Bar’s Radio Grudge Match by exverus Media Inc. for CLIF Bar & Co./CLIF Bar/Cykelscramble
CLIF Bar, with help from exverus Media, held a bike race and festival called Cykelscramble, calling it the first ever On-Air DJ Grudge Match. The media company worked with three top-rated radio stations to build a nontraditional spot radio buy. It created a real cross-station rivalry. Each station entered the race. DJs interrupting each other’s shows and posted on each other’s personal social media accounts. The campaign drove 1.6 million earned media impressions and 1% click-through rate, with a 19% jump in spectators to 8,300.
Affiliated Agency: N/A
Credits: Bill Durrant – Group Media Director, exverus Media Talia Arnold – Head, Media Planning & Strategy, exverus Media Jack Win – Head, Media Operations, exverus Media Adrian Santos – Experience, CLIF Bar & Company Ian Graham – Creative, CLIF Bar & Company Julia Mitchell – Creative, CLIF Bar & Company Ryan Lindholm – Director of Digital, CLIF Bar & Company John Marin – Creative Director, CLIF Bar & Company; Accelerating Next by OMD for Hewlett Packard Enterprise
HPE, a brand that spun out from its parent company Hewlett-Packard in 2015, needed to build awareness. It partnered with OMD and podcast network Gimlet to create a series of original two-minute narratives focused on Cloud, networking, sustainability and computing's future. HPE saw a 300% increase in unaided brand awareness before and after the sponsored content series, and a 1,000% increase in unaided ad recall. About 66% survey respondents correctly articulate the difference between the new HPE and Hewlett Packard, up from 25%. Favorability rose 4%.
Credits: 1. Marissa Freeman, VP, Global Brand and Advertising, New York 2. Arpita Chowdhuri, VP, Global Digital Media, New York 3. McKaela Doherty, Director, Global Social Media, New York 4. Richard Murphy, Global Brand Editor-in-Chief, New York 5. Jack Richard, Director, Experience Design & Storytelling, Houston, TX 6. Emily Morris, Marketing Associate, Brand Editorial, New York 7. Magnus Blair, Director, Brand Insights & Planning, New York 8. Chris Drago, Director, Digital Media & Partnerships, New York 9. Lauren Joffe, Manager, Ignition Factory, Chicago 10. Lauren Smith, Director, OMG, Chicago 11. Wilson Standish, Director, Ignition Factory, Chicago 12. Lara Birkes, Chief Sustainability Officer, Palo Alto; BIC Soleil 2016 Awareness Campaign by Cramer-Krasselt Chicago for BIC Soleil
C-K and BIC Soleil were challenged to make shaving fun for women, and show it through an emotional experience. The campaign leveraged Spotify's playlist feature and audience segment of females who listened to the streaming music site more than two hours daily. Four influencers created playlists such as "Shower" and "Getting Ready" that fit the summer theme and mood. Content was pushed out through Sharethrough. Soleil has over 100K organic streams of their playlist and 74% increase in brand awareness.
Affiliated Agency: Spotify - Partner
Credits: Ken Erke – Senior Vice President, Executive Creative Director – Cramer-Krasselt; Jimmy Dietzen – Creative Director – Cramer Krasselt; Jaime Flynn – Art Director – Cramer-Krasselt; Jen Stopka – Copywriter – Cramer-Krasselt; Valicia Brown – Associate Media Director – Cramer-Krasselt; Ashley Bain – Senior Media Planner – Cramer-Krasselt; Stephen Potter – Assistant Media Planner – Cramer-Krasselt; Samantha Maraval – Vice President, Account Supervisor – Cramer-Krasselt; Anna Johnson – Account Executive – Cramer-Krasselt; Kate Grabinski – Senior Account Manager – Spotify

Branded Entertainment: Brand/Product Placement: Preventative Care: Job Swap by OMD for Cigna
Rarely does a brand get to do good while promoting itself but Cigna has done just that with this campaign. Knowing that many of its policy holders don't make time for health checks, Cigna brought awareness by using humor and integration on Jimmy Kimmel Live and Good Morning America. The real genius here is the job swap, sending people out to do someone's job while they got a health check. This is more than just great work; it's truly inspirational.
Affiliated Agency: Resolution Media
Credits: • Kristin Jones; Global Account Lead; OMD; New York, NY • Kevin Howard; Group Account Director, US Brand; OMD; New York, NY • Aryeh Jasper; Associate Director, Cigna; OMD; New York, NY • Nicole Collins; Group Director National TV Investment; OMD; New York, NY • Mary Ryan; Associate Director National TV Investment; OMD; New York, NY • Teresa Hithe; Group Director Local TV Investment; OMD; New York, NY • Shirley Flores; Supervisor Local TV Investment; OMD; New York, NY • Dana Scafidi; Associate Director Digital Strategy; OMD; New York, NY • Natalie Penta; Search and Social Director; Resolution Media; New York, NY • Lisa Bacus; Chief Marketing Officer; Cigna; Bloomfield, CT • Stephen Cassell; Global Branding Officer; Cigna; Bloomfield, CT • Michelle Gonzalez; Global Brand and Sponsorships Director; Cigna; Bloomfield, CT • Jennifer Hayward; Director, US Brand Marketing; Cigna; Bloomfield, CT • Jennifer Roche; Cigna Brand Management; Cigna; Bloomfield, CT • Karina Munn; Senior Brand Manager; Cigna; Bloomfield, CT • Tania Graves; Brand Management; Cigna; Bloomfield, CT • Jen Battalin; Brand Management; Cigna; Bloomfield, CT • Frank Roche; Cigna Internal Communications; Cigna; Bloomfield, CT • Molly Hebert; Cigna Events and Sponsorships; Cigna; Bloomfield, CT • Julie Zyla; Cigna Marketing; Cigna, Bloomfield, CT • Lori Feldman; Global Head Social Media and Digital Strategy; Cigna; Bloomfield, CT • Sarah Dudzic; Global Social Strategy Marketing Director; Cigna; Bloomfield, CT • Ana Cordeiro; Business Communications Senior Specialist; Cigna; Bloomfield, CT • Gloria Barone Rosanio; Cigna Corporate Communications; Cigna; Bloomfield, CT • Larry Platt; EVP, Executive Creative Director; McCann; New York, NY • Lea Ledera; SVP, Executive Creative Director; McCann; New York, NY • Cameron Flemming; Associate Creative Director; McCann, New York, NY; N/A • Calvin Lyte; Associate Creative Director; McCann; New York, NY; N/A • Verinica Bertran; EVP / Co-Head of Account Management/Global Account Director; McCann; New York, NY • Julianna Katrancha; SVP, Group Strategy Director; McCann; New York, NY; Ellen by Carat for GM: Chevrolet
Does it get any bigger than "Ellen"? No, it does not. Chevy sought awareness for its relaunched Malibu, which had been often maligned. By integrating with the show's segments, it built awareness piece by piece, creating excitement along the way. Women went wild when they heard they were being given the car. Brand opinion was up by a third, the giveaway videos reached 7.6 million views with an average view time of over 3 minutes! Now, that's engagement.
Affiliated Agency: Commonwealth//McCann: Creative, Fleishman-Hillard:PR, iProspect: Paid Social
Credits: Alex Crowther – Global President, GM, alex.crowther@dentsuaegis.com Abbey Berryman – EVP, Global Business Lead, abbey.berryman@dentsuaegis.com Dave Fasola – EVP, Global Director, david.fasola@carat.com Molly Marchese – SVP, Director, molly.marchese@carat.com Adam Comstock – VP, Director, adam.comstock@carat.com Angela Steele – EVP, Global Head of Product, angela.steele@carat.com, The Story Lab; Dunkin’ Donuts and America’s Got Talent - “AGT Runs on Dunkin’!” by Trilia/ Hill Holliday for Dunkin' Donuts
Seamless is the word here. An observer can hardly see where the brand ends and the media partner begins. By choosing the No. 1 summer show, America's Got Talent, Dunkin was able to put itself in front of a national audience, heavy on younger viewers, just as the iced latte season was in full flower. The brand out front throughout the show, planted in front of the judges, in the hands of contestants, and "AGT Runs on Dunkin" was on the lips of fans.
Affiliated Agency: NBC and Freemantle
Credits: o Trilia  Cindy Stockwell – President, Trilia  Stacey Shepatin - EVP, Director - National Investments, Media Buying - Network/DR  Guy Rancourt – VP AMD, Video Investments  Kelly Butterworth – VP AMD, Planning  Marianne Gaudelli – AMD, Planning  Jackie Klein – AMD, Planning  Carlo Pugliano – Supervisor, Video Investments  Kevin Hurley – Buyer, Video Investments o Dunkin’ Donuts  Michael Lucas - Sr. Manager - Media & Partnerships  Joanna Rothchild – Assistant – Media & Partnerships  Jackie O’Leary – Associate Manager, Digital Video  Melanie Cohn – Social Media Marketing Manager o NBC  Kim Francella - VP, Advertising Sales  Kim Cavaliere – AE, Advertising Sales  Sabrina Blom - Director, Network Partnerships  Joseph Lezza - Manager, Network Partnerships  Kimberly Wilson – Coordinator, Integrated Marketing & Network Partnerships  Ben Sommer – AE, Digital o Freemantle  Erica Gadecki – VP, Brand Partnerships  Daniel Acuna – Brand Partnerships  Kat Kowal – Brand Partnerships

Branded Entertainment: Contests/Events/Experiential: The Grammy’s by The Content Collective, OMD, Resolution Media for Intel
Intel teamed up with Lady Gaga to create a GRAMMY performance that combined art, music, creativity and technology. Initial ideas were scrapped when David Bowie passed away one moth before the GRAMMYs. The performance became a tribute to the iconic musician, with Lady Gaga controlling the stage effects (face-scanning and video projections) in real-time using a ring built with Intel technology. The performance was viewed by 25MM during the broadcast and garnered 264MM social media impressions.
Affiliated Agency: Agency - OMD, The Content Collective, Resolution Media Creative agency – Intel Agency Inside, Greenlight PR agency - Zeno Brand - Intel Network - CBS Client – Intel Corporation Production Company- Prettybird
Credits: President / Chief Content Officer / Claudia Cahill / Content Collective / Los Angeles / Claudia.Cahill@cc-inc.usDirector Director / Katherine Green / Content Collective Los Angeles / Katherine.Green@cc-inc.us Group Director / Israel Mirsky / OMD / Chicago Israel.Mirsky@omd.com Group Director / Lauren McCracken / OMD / Chicago / Lauren.McCracken@omd.com Digital Group Director / Beth Bridenstine / OMD Chicago / Beth.Bridenstine@omd.com Digital Supervisor / Harry Hopkins / OMD / Chicago / Harry.Hopkins@omd.com Social Media Supervisor / Alicia Carroll / Resolution Media / Chicago / ACarroll@resolutionmedia.com Social Media Associate Director / Brittani Hunter / Resolution Media / Chicago / BHunter@resolutionmedia.com Social Media Strategist / Ilana Rosin / Resolution Media / Chicago / IRosin@resolutionmedia.com VP, Global Marketing and Communications / Global Creative Director / Teresa Herd / Intel / Teresa.Herd@intel.com VP Global Marketing and Communications / GM Brand and Reputation Marketing / Penny Baldwin / Intel / Penny.Baldwin@intel.com Global Marketing and Communications / Account Director / Amanda Marvel / Intel / Amanda.Marvel@intel.com Global Marketing and Communications / Sr Producer and Broadcast Manager / Lisa Christman / Intel / Lisa.Christman@intel.com Global Marketing and Communications / Sr Account Executive / Kinnari Desai / Intel / Kinnari.Desai@intel.com Global Marketing and Communications / Director Brand Experiences / Kari LeMiere / Intel / Kari.LeMiere@intel.com Global Marketing and Communications / Media Director / Ashley Cole / Intel / Ashley.Cole@intel.com Global Marketing and Communications / US Campaigns / Katie Lee / Intel / Katie.Lee@intel.com Global Marketing and Communications / Manager / Nancy Demerling / Intel / Nancy.Demarling@intel.com Global Marketing and Communications / Digital & Social Strategist / Gunjan Rawal / Intel / Gunjan.Rawal@intel.com Global Marketing and Communications / US Social Media / Sean Cahill / Intel / Sean.p.cahill@intel.com Global Marketing and Communications / Director of Public Relations / Jaime Le / Intel / Jaime.le@intel.com Director / Director / Ruth Hogben / Prettybird Artist / Executive Producer / Lady Gaga / Haus of Gaga Co-founder and President / Co-founder and President / Kerstin Emhoff / Prettybird / kerstin@prettybirdus.com Executive Producer / Executive Producer / Suzanne Hargrove / Prettybird Executive Producer / Executive Producer, Integrated Production / Derek Richmond / Prettybird / derek@prettybirdus.com Line Producer / Line Producer / Keeley Gould / Prettybird / keeleygould@me.com President / President / Dominic Sandifer / Prettybird Executive Creative Director / Executive Creative Director / Nick Davidge / Greenlight / nick.davidge@greenlightmm.com Director Digital Production / Director Digital Production / Jennifer Palais / Greenlight / Jennifer.palais@greenlightmm.com VP / VP / Sabrina Lynch / Zeno Group / Sabrina.lynch@zenogroup.com Creative Technologist / Creative Technologist / Benjamin Males / Studio XO Creative Technologist / Creative Technologist / Nancy Tilbury / Studio XO; Budweiser: Infused With Metallica by UM and Anomaly for Labatt Brewing Company Ltd
Music-infused beer? Only in Canada. Budweiser saw its brand declining in Quebec with 18-29 year-olds, so it teamed up with UM, Anomaly, Metallica and Videotron to recapture its mojo. The brand created limited edition of Budweiser-Metallica beer, available only in Quebec. At a Metallica concert at Videotron’s new venue in Quebec City, Budweiser kegs were placed throughout the arena, outfitted with a speaker that pumped Metallica’s performance into the beer. The beer was then shipped to stores, in customized cans, some even autographed by the band.
Affiliated Agency: Anomaly - creative agency
Credits: Media Agency: UM Canada • Jared Aldridge, Manager, Connections • Rick Kusch, Director, Connections • Ben Seaton, VP, Client Business Partner Creative Agency: Anomaly • Franke Rodriguez, Partner • Mike Byrne, Chief Creative Officer • Pete Breton, Executive Creative Director • Dave Douglass, Executive Creative Director • Craig McIntosh, Associate Creative Director • Jaimes Zentil, Associate Creative Director • Andy Slater, Designer • Pat Martini, Account Executive • Matt Holton, Account Director • Candace Borland, Group Account Director • Christine Stephens, Producer • Kathleen Bernatchez, French Cultural Director Client: Labatt Brewing Company Ltd • Kyle Norrington, VP Marketing • Pablo Firpo, Global Marketing Director • Andrew Oosterhuis, Brand Director • Maria Acevedo, Senior Brand Manager • Natalie Starszyk, Brand Manager AdHoc Studio • Brooks Reynolds, Co-Director • Christopher Sargent, Co-Director • Joe McLean - Line Producer Red Lab Toronto • Laurie Kerr-Jones, Executive Producer • Paul Gowan, Editor • Andy Hunter, Online Artist • Sonny Keyes, Audio Producer • Jason Zukowski, Colourist Public Relations • Veritas Communications Experiential • Mosaic Canada Trade Activation • Hunter Straker; Jaguar Art of Performance Tour by Mindshare for Jaguar/Jaguar Land Rover
How do you advertise a luxury vehicle to Millennials, known for avoiding ads at all costs? Make them the star of the show. Jaguar XE created the Art of Performance Tour, most notably featuring The Audition, a virtual test drive that turns the driver into a star of a two-minute action film that highlighted the cars capabilities. More than 5,000 videos were created throughout the nationwide tour and more than half were shared on Facebook.
Affiliated Agency: Spark44
Credits: Mindshare David Lang: Chief Content Officer Greg Manago: Co-President Mindshare Content + Entertainment, NA Russell Stein: Producer Aris Piliguian: Senior Producer Danielle Patterson: Associate Director Jon Mottel: Director, Social Karen Bennett: Managing Director Derek Topel: Director, Digital Investment & Strategy Jaguar Land Rover Karen Angus: Strategic Partnerships Manager Joe Torpey: Communications Manager Kim Kyaw: Head of Digital, Social, and CRM Spark 44 Tony Hobley: Managing Director Ryan Mason: Content Strategist Kate Krigbaum: Account Director

Branded Entertainment: Original Film/Video: Former Inmates Turn Trash Into Treasure At This Sustainable Nonprofit by Partner Studio by AOL for PwC
“Former Inmates Turn Trash Into Treasure At This Sustainable Nonprofit” is an inspiring video. Sponsored by PwC, and housed on HuffPo’s “What’s Working” vertical, the moving, informative piece profiles the owner and workers at Refoundry. The nonprofit teaches former prisoners to recover discarded material and repurpose it into home furnishings. The object is to remake furniture; the goal is to remake lives. Refoundry promotes smart social change, propelled by a single purpose: to foster self-reliance. American business: listen up!
Credits: Mary Gail Pezzimenti - VP, Content Creation, Partner Studio by AOL; Alexa Sachs- Program Manager, Partner Studio by AOL, Joe Van Brussel - Director Of Content Strategy, Tech / Business, Partner Studio by AOL; Jeff Mcleod - Creative Director, Team AOL; Tariq Walker - VP, Video & Operations, Partner Studio by AOL; Drea Bernardi - Director, Video Programming, Partner Studio by AOL; Captain Obvious Race for President by CP+B for Hotels.com
Humor sells. And in a bitter and nasty electoral year, that’s “yuge.” Finally, a candidate everyone can support: Hotel.com’s Captain Obvious! The kooky captain visited every state, gathering wacky content for state-specific messages. The 51 films were shown on his Web site. Users could follow his campaign on an interactive map — and the hotels he stayed in. Facebook helped spread Obvious’ messages; the total media effort drove 432 million earned media impressions and over 127,000 site visits. Finally, we have consensus.
Credits: Ralph Watson, Chief Creative Officer Matt Talbot, Executive Creative Director Brian Friedrich, Creative Director Jexy Holman & Nuno Teixeira, Associate Creative Directors Harold Jones, Technical Director Sarah Castner, Account Director Brice Tomlinson, Content Supervisor Kelly Boyer, Content Supervisor Alyssa Fitterer & Ilyssa Schwartz, Content Manager Sloan Schroeder, Associate Director of Content Production Jesse Jones, Group Executive Interactive Producer Dan Corken, Sr. Integrated Producer Addison Born, Intrgated Broadcast Producer Rachel Noonan, Jr. Video Producer Chris Shewmake, Associate Media Director Matt Campbell, Associate Media Director; We The Voters: 20 Films For The People by Vulcan Productions for N/A
Civics 101: educating and enlightening voters so they can understand the Constitution and our government. Pop quiz: How many Americans do? Not enough. That’s why We The Voters complied 20 thoughtful, clever films that discuss democracy, issues and the system, inspiring citizens to make informed choices and encouraging them to embrace politics. Distributed via digital channels, “We the Voters” is witty, engaging and informative. It should be required viewing by Congress and Donald Trump; both clearly need a refresher course.
Affiliated Agency: Show of Force and Warrior Poets
Credits: 1. PAUL G. ALLEN, Executive Producer 2. CAROLE TOMKO, Executive Producer 3. JODY GOTTLIEB, Executive Producer 4. ROCKY COLLINS, Executive Producer 5. MATT MILOS, Digital Producer 6. KIM NYHOUS, Production Manager 7. SUSAN GRELLA, Production Coordinator 8. MIRA CHANG, Executive Producer 9. CINDY VANEGAS, Executive Producer 10. JEREMY CHILNICK, Executive Producer 11. MORGAN SPURLOCK, Executive Producer 12. RONNIE KRENSEL, Consulting Executive Producer

Business Media: Snap-Thropology: Insightful Data On Snapchat’s Avid Users by NewsCred for NewsCred
Less is more. Snapchat has grown up; it’s not just disappearing photos any more. Now it is news stories and nifty features, but how can brands using the app record the best ROI? First, they need to know who and how the app is used. Enter a NewsCred infographic that details, with simple graphics, viewability and preferences, essential data for future brand-marketing efforts. The creative was leveraged on digital business sites and social media, resulting in over 14,000 views, 9,800 shares. Simplicity, by design.
Affiliated Agency: Column Five, content agency partner who designed the infographic.
Credits: N/A; Make a Masterpiece by Goodby Silverstein & Partners for Adobe
Rembrandt’s “Sea of Galilee” painting was stolen in 1990 — and never seen again. Or was it? For the “Make a Masterpiece” campaign, Adobe selected lost treasures and commissioned artists to recreate them — using only photos from Adobe’s stock library. To illustrate the artistry, time-lapse videos showcased recreations on various sites, like Fast Company and Complex. Plus, a flip book brought the masterworks to life in the corners of the magazines. Talk about a lost-and-found bonus: Unaided awareness increased 61%; sales jumped 33%.
Credits: Goodby Silverstein & Partners Creative Co Chairman, Partner: Rich Silverstein and Jeff Goodby Executive Creative Director: Margaret Johnson Creative Director: Will Elliott Creative Director: Patrick Knowlton Art Director: Bennett Austin Copywriter: Jordan Dodson Sr. Designer: Tana Cieciora Production Director of Broadcast Production: Tod Puckett Director of Interactive Production: Margaret Brett-Kearns Director of Graphic Services: Jim King Interactive Producer: Severin Sauliere Account Services Managing Partner: Robert Riccardi Account Director: Theo Abel Account Manager: Molly Navalinski Assistant Account Manager: Aliza Niewood Brand and Communication Strategy Director of Brand Strategy: Bonnie Wan Brand Strategist: Etienne Ma Director of Communication Strategy: Christine Chen Communication Strategy Deputy Director: Dong Kim Senior Communication Strategist: Caitlin Neelon Communication Strategist: Natalie Williamson Jr. Communication Strategist: Chloe Bosmeny Research & Analytics Director: Cassi Husain Business Affairs Business Affairs Manager: Heidi Killeen Digital Artists Mike Campau Karla Cordova Jean-Charles Debroize Ankur Patar Erik Almas _______________________________ Artist Video & Overview Video: Production Company Company name: Emotion Studios Director: Glen Janssens Director of Photography: Andy Lilien Line Producer: Chris Loukides Executive Producer: Glen Janssens Editorial Company Company name: Emotion Studios Editor: Jae Lee 2nd Editor: Chu Chun Tao Senior Producer: Lori Muttersbach Producer: Brady Fiero Telecine Company name: Emotion Studios Senior Colorist: Will Smith VFX/Finishing Senior Producer: Lori Muttersbach Producer: Brady Fiero VFX Coordinator: Ikuko Kobayashi Motion Graphic Designer: Mark Woloschuk Mix and Sound Design: Elevel Mix and Sound Design: Dave Baker AV Director: Luke Dillon Interactive site & Timelapse Videos: Digital Production Company Company name: MediaMonks Founder and CEO: Wesley ter Haar Director of Production: Richard Nieuwenhuis Creative Director: Alex Danklof Post Production Company Company name: Umlaut Executive Producer: Gina Locurcio Line Producer: Kelly Gibbs Editor: Chris Gamino Editor: Peter Geiger Music Music Supervisor Todd Porter :30 Adobe Stock Overview + 4 timelapse videos Music Track Name: “START SHOOTIN” Band: Little People 2:03 Artist Video Music Track Name: “ALL RES” Band: Go Go Penguin; How Tomorrow Votes by MullenLowe Mediahub for CSX
CSX is a transport company, so the economy and the environment matter. So to drive home concerns about the future, its “Tomorrow” initiative went street. The campaign had kids too young to vote ask key campaign questions during the election. The focus -- collective involvement – was underscored by the grassroots style. The work culminated in a live-streamed CSX branded media event with The Washington Post featuring 3D printed models of the White House. Consider any thoughtful civic discourse a winner.
Credits: Steve Thomas, SVP, Group Media Director, MullenLowe Mediahub Katie Porter, Media Supervisor, MullenLowe Mediahub Jake Bevis, Senior Media Planner, MullenLowe Mediahub Ardyn Granger, Media Planner, MullenLowe Mediahub Elizabeth Bragg, Account Supervisor, MullenLowe Gabe Jimenez, Assistant Account Executive, MullenLowe Bailey Surrett, Director of Social Media, MullenLowe Kate Hanley, VP, Associate Director of Strategic Planning, MullenLowe Scott Stripling, VP, Group Creative Director, MullenLowe James Gledhill, SVP, Director of Digital Experience, MullenLowe

Content Marketing: The Grammy’s by The Content Collective, OMD, Resolution Media for Intel
Intel’s quest is to help people “Experience Amazing” by disrupting perceptions and fundamentally repositioning how people worldwide view the Intel brand. Intel achieved brand relevancy by integrating with The Grammy’s and collaborating with Lady Gaga. Intel and Gaga produced a one-of-a-kind, unforgettable, tech-inspired music experience that showcased Intel’s innovative technology through artist performance and fan experience. The program generated an 11pt lift. The Intel + Lady Gaga experience was viewed by 25MM in the broadcast and it garnered 264MM+ total social impressions.
Affiliated Agency: Agency - OMD, The Content Collective, Resolution Media Creative agency – Intel Agency Inside, Greenlight PR agency - Zeno Brand - Intel Network - CBS Client – Intel Corporation Production Company- Prettybird
Credits: President / Chief Content Officer / Claudia Cahill / Content Collective / Los Angeles / Claudia.Cahill@cc-inc.usDirector Director / Katherine Green / Content Collective Los Angeles / Katherine.Green@cc-inc.us Group Director / Israel Mirsky / OMD / Chicago Israel.Mirsky@omd.com Group Director / Lauren McCracken / OMD / Chicago / Lauren.McCracken@omd.com Digital Group Director / Beth Bridenstine / OMD Chicago / Beth.Bridenstine@omd.com Digital Supervisor / Harry Hopkins / OMD / Chicago / Harry.Hopkins@omd.com Social Media Supervisor / Alicia Carroll / Resolution Media / Chicago / ACarroll@resolutionmedia.com Social Media Associate Director / Brittani Hunter / Resolution Media / Chicago / BHunter@resolutionmedia.com Social Media Strategist / Ilana Rosin / Resolution Media / Chicago / IRosin@resolutionmedia.com VP, Global Marketing and Communications / Global Creative Director / Teresa Herd / Intel / Teresa.Herd@intel.com VP Global Marketing and Communications / GM Brand and Reputation Marketing / Penny Baldwin / Intel / Penny.Baldwin@intel.com Global Marketing and Communications / Account Director / Amanda Marvel / Intel / Amanda.Marvel@intel.com Global Marketing and Communications / Sr Producer and Broadcast Manager / Lisa Christman / Intel / Lisa.Christman@intel.com Global Marketing and Communications / Sr Account Executive / Kinnari Desai / Intel / Kinnari.Desai@intel.com Global Marketing and Communications / Director Brand Experiences / Kari LeMiere / Intel / Kari.LeMiere@intel.com Global Marketing and Communications / Media Director / Ashley Cole / Intel / Ashley.Cole@intel.com Global Marketing and Communications / US Campaigns / Katie Lee / Intel / Katie.Lee@intel.com Global Marketing and Communications / Manager / Nancy Demerling / Intel / Nancy.Demarling@intel.com Global Marketing and Communications / Digital & Social Strategist / Gunjan Rawal / Intel / Gunjan.Rawal@intel.com Global Marketing and Communications / US Social Media / Sean Cahill / Intel / Sean.p.cahill@intel.com Global Marketing and Communications / Director of Public Relations / Jaime Le / Intel / Jaime.le@intel.com Director / Director / Ruth Hogben / Prettybird Artist / Executive Producer / Lady Gaga / Haus of Gaga Co-founder and President / Co-founder and President / Kerstin Emhoff / Prettybird / kerstin@prettybirdus.com Executive Producer / Executive Producer / Suzanne Hargrove / Prettybird Executive Producer / Executive Producer, Integrated Production / Derek Richmond / Prettybird / derek@prettybirdus.com Line Producer / Line Producer / Keeley Gould / Prettybird / keeleygould@me.com President / President / Dominic Sandifer / Prettybird Executive Creative Director / Executive Creative Director / Nick Davidge / Greenlight / nick.davidge@greenlightmm.com Director Digital Production / Director Digital Production / Jennifer Palais / Greenlight / Jennifer.palais@greenlightmm.com VP / VP / Sabrina Lynch / Zeno Group / Sabrina.lynch@zenogroup.com Creative Technologist / Creative Technologist / Benjamin Males / Studio XO Creative Technologist / Creative Technologist / Nancy Tilbury / Studio XO; “Organized Chaos” Campaign by SapientNitro for Chrysler Brand, FCA US LLC
The Chrysler Pacifica minivan was positioned not as a means to eliminate chaos but as a tool to help families make the most of it. A content shoot captured real-life scenarios of parents and kids interacting with the Pacifica. They were used in the reveal site and the vehicle landing page. “Street Smarts with Jim Gaffigan” brought to life competitive comparisons in a fun way. The site experience launched during the Detroit Auto Show, garnering 246,500 visits.
Credits: Boris Stojanovic, Creative Director Paul Amelchenko, Associate Creative Director/Writer Alan Clisch, Account Director Courtney Woody, Account Manager Jack Nelson, Sr. Manager – Producer Ari Bazinsky, Sr. Copywriter Jonathan Fernandez, Jr. Copywriter Mario Gomez, Sr. Art Director Danny Fernandez, Designer Stephie Wassmann, Project Manager Javier Urquiza, Editor Alejandro Mendoza, Design Director Jordan Brady, Director, Superlounge Joel Todaro, Line Producer, Superlounge Jorge Vallejo, Editor, Vapor Post Alex Barreto, Post Producer, Vapor Post Fabian Halabou, Music Supervisor, Future Perfect Music Martin Granger, Director, Moxie Pictures Laura Zubillaga – Project Manager Macie Steils – Account Supervisor; 1800 Tequila & Billboard “Back to the Block” by Arena Media/Havas Media Group for 1800 Tequila
The 1800 Tequila content partnership with Billboard focused on never forgetting where you came from. It featured hip-hop artists going back to their hometown city. A video series followed to give fans an inside look as they visited their favorite spots. Five hundred fans in each city were invited to attend an exclusive concert which were streamed on Facebook. 1800 saw a huge growth in the four featured markets. The campaign generated 96MM total impressions with 1.6MM views of the video content.
Affiliated Agency: Billboard (publisher)
Credits: Arena Media/Havas Media Group Tim Simko -- VP, Group Account Director Steve Fagioli -- Media Supervisor Amy Labb -- Account Director 1800 Tequila (client): Erin Chin - Group Brand Director Kyle Harder - Brand Manager Billboard: Hillary Gilmore - Executive Director, Brand Partnerships Kellie Pean - Executive Director, Integrated Marketing Alyssa Convertini - Director of Media

Native Marketing: Real Is Rare.Real is a Diamond. by Generator Media for Diamond Producers Association
Getting the attention of Millennials is a struggle but connecting to their hearts makes it easier. Here, the brand features couples talking about the reality of their relationships (perhaps prompted to use the word "real") and only occasionally do we glimpse the diamond on her left hand. The videos were completed above benchmark. Media partners seamlessly wove the stories into their content, creating a real lift in awareness and favorability among those exposed. Nicely done.
Affiliated Agency: Mother, Creative; Cohn & Wolfe, PR
Credits: Shattuck Groome - Partner & Chief Media Officer Nathan Perez - VP, Group Director Eva Feger - Communications Strategy Director Violet Berisha - Communications Planning Supervisor; Analog by MullenLowe Mediahub for American Greetings
American Greetings took its old-school brand into the heart of technology with an appearance at SXSW. There, it demonstrated ways to create modern digital fun using analog methods like creating selfies with Polaroids (on paper) and flip-book GIFs (paper). Get the picture? Then it partnered with Wired to create custom content across its channels. It even admitted to earning an unfair amount of attention as national press swooned. Delivering the supporting materials in a whisper was icing on the cake!
Credits: Drew Watson, SVP Group Media Director, MullenLowe Mediahub Erica Patrick, VP Associate Media Director, MullenLowe Mediahub Aleena Akmal, Media Supervisor, MullenLowe Mediahub; GRAMMYs Seat Filler by Mediavest l Spark & MRY for Aflac
Who doesn't love the duck? Well, maybe the younger crowd hasn't thought too much about insurance. So Aflac coupled with People to make a big splash at the Grammys by creating the first Branded Seat Filler! There was a People tweet about it leading up to the show to lend credibility and after the event, Adweek said the best thing about the Grammys was the duck. Millennials went crazy for the creature with 1.6 million views and making up 40% of new social followers!
Affiliated Agency: CSE
Credits: Jennifer Karayeanes, EVP Managing Director, Mediavest Spark Julie Schiro, SVP Connections Director, Mediavest Spark Tara Dowling, Connections Associate Director, Mediavest Spark Jema Jang, Digital Director, Mediavest Spark Allison Wexler, Activation Associate Director, Mediavest Spark Amanda Dobbs, Activation Manager, Mediavest Spark Eitan Rosenberg, VP Search & Social, Mediavest Spark Elizabeth Kemp, Manager Programmatic, Mediavest Spark Joe Ladd, SVP Global Group Director, MRY Todd Achilles, Account Director Marketing, CSE Jeremy Hammond, Manager Corporate Marketing, CSE

Creative: Live There Split Narrative Cinema by Starcom for Airbnb
Airbnb turned to cinema advertising to show travelers the difference between a vacation and local living. The “Live There” campaign, which ran in USA, UK and Australia, showed moviegoers a side-by-side version of a typical vacation and an Airbnb experience. Wearing 3D bifocal glasses throughout the video, viewers could tilt their heads up or down to watch a certain version of the video; living like a local or traveling like a tourist. The film launched alongside movie releases, including “Finding Dory,” receiving 30 million impressions.
Affiliated Agency: TBWA \ Chiat \ Day LA
Credits: -; Quantum Break by Carat for Microsoft:Xbox
To differentiate itself from other third-person shooting games already available, Xbox stopped time to promote Quantum Break. In the game, time is unpredictable, so creative consisted of a pause button on IGN. When a video was paused, users would see a message that they just stopped time and the QB brand would appear. The company also partnered with Snapchat to creating a “time stutter” lens that shattered glasses when used. Xbox also sponsored NBA’s slow-motion phantom cam footage, so audiences could view plays in slo-mo.
Affiliated Agency: 215: Creative
Credits: o Carlos Aparicio: Supervisor, Digital Activation. Carlos.Aparicio@danempower.com o Josh Berkley: Associate Director, Digital Activation. Josh.Berkley@danempower.com o Samantha Lim: Vice President, Digital Activation. Samantha.Lim@danempower.com; Frankie Bergstein’s All-Natural Yam Lube by MullenLowe Mediahub for Netflix
To promote its second season of “Grace and Frankie,” Netflix used a faux product featured in season 1: organic lube made from yams. The promotion began on goop, where it sponsored the first ever “sex issue.” Next came a partnership with Bon Appétit to create content based on the health benefits of yams, with a special emphasis on the veggie’s bedroom benefits. Last came a three-day takeover of The Daily Skimm, where a logo of Grace and Frankie, appeared in the “Thing to Know.”
Credits: John Moore, Global President, MullenLowe Mediahub Sean Corcoran, Executive Director of Innovation, MullenLowe Mediahub Laurel Boyd, Director of Content + Innovation, MullenLowe Mediahub Michelle Blaser, Media + Communications Planning Supervisor, MullenLowe Mediahub Megan Imbres, Director of Marketing, Netflix Originals Cynthia Chang, Marketing, Netflix Originals

Media Plan: Captain Obvious Race for President by CP+B for Hotels.com
51 state videos were promoted socially, 27 shareable GIFs, and multiple Twitter efforts (including a live-tweeted Republican debate) resulted in a massive increase in social mentions of Captain Obvious. (Plus a website housing an interactive map of the Captain’s journey.) His Presidential run received over 433 million earned media impressions, over 60 million unpaid views of his GIF content, and ignited a 900% increase in social mentions of Captain Obvious. It's been the most successful campaign in Hotels.com history.
Affiliated Agency: Hill + Knowlton Strategies, Caviar, Plus Productions
Credits: Ralph Watson, Chief Creative Officer Matt Talbot, Executive Creative Director Brian Friedrich, Creative Director Jexy Holman & Nuno Teixeira, Associate Creative Directors Harold Jones, Technical Director Sarah Castner, Account Director Brice Tomlinson, Content Supervisor Kelly Boyer, Content Supervisor Alyssa Fitterer & Ilyssa Schwartz, Content Manager Sloan Schroeder, Associate Director of Content Production Jesse Jones, Group Executive Interactive Producer Dan Corken, Sr. Integrated Producer Addison Born, Intrgated Broadcast Producer Rachel Noonan, Jr. Video Producer Chris Shewmake, Associate Media Director Matt Campbell, Associate Media Director; The First Olympics in Virtual Reality by Starcom for Samsung Electronics America
Looking to increase VR content's reach, all smart phone users could experience some of the Olympics in 360 video. Plus, 15 original video shorts and over 400 product insertions into NBC’s Olympics broadcast demonstrated Samsung’s innovative vision. Transforming the Rio Olympics into a fully immersive experience drove massive perception increases including +63% in Samsung phones purchase intent, +42% in Gear VR headset consideration and +32% in the belief that Samsung fosters innovation. Plus, the brand garnered the most social engagements of all Rio sponsors.
Affiliated Agency: Wasserman, NBC
Credits: -; Let Your Fan Out by Duncan Channon for StubHub
Even the busiest of people should be able to find opportunities to let their inner fans out. This notion is how StubHub decided to separate itself from an onslaught of copycat newcomers. A robust TV buy, including a recurring spot during Monday Night Football, was matched with a deep digital presence, incorporating native, social, all manner of rich media, scores of page takeovers on sites like ESPN and lots of streaming video. Despite all the competition, StubHub managed to grow by 15%. Touchdown!
Credits: Parker Channon, Creative director Michael Lemme, Creative director Niki Clainos, Copywriter Jeremy Diessner, Art director Matthew Bottkol, Copywriter Jack Woodworth, Art director Christine Gomez, Executive producer Jamie Katz, Group account director Melissa Bryant, Account supervisor Meghan Mast, Senior account executive Leslie Diard, Director of communications planning Carrie Parent, Group director of communications planning Jason Tatterson, Associate communications planning director Brandon Sugarman, Senior communications planner

Mobile Media: S4M & MediaCom/Lokall - Subway You're the Chef by S4M for Subway France
Subway France, with help from S4M, leveraged real-time location–based targeting to attract foot traffic to its brick and mortar restaurants. Consumers, up to 400 meters from the location, viewed a unique ad with a tailored message displaying the distance to a nearby Subway restaurant. The campaign objectives was to achieve 200,000 visits to the store locator but the campaign exceeded the goal by 31% and acquired 262 160 visits within 30 days. The results delivered a 46.72% uplift in visits to Subway restaurants across France.
Credits: Fatima Attou, Senior Marketing Manager France, SUBWAY; Gatecrash the Runway by MEC for Tiffany & Co.
Tiffany & Co. targeted luxury fashionistas, women with high household income and a preference for designer goods, by connecting the brand without a sponsorship to New York Fashion Week. Using geolocation data and mobile ad formats, MEC helped Tiffany & Co. create a real-time association with NYFW without paying a single dollar in sponsorship fees. The campaign targeted fashionistas while they engaged with NYFW through social check-ins, posts, keywords, and geo-fencing. Custom ads drove interactions with the collections three-times higher and ecommerce rose 14% YoY.
Credits: Kimberly.McCormick@mecglobal.com Dallia.Herrtage@mecglobal.com; Never Stop Playing With Cars by OMD Ignition Factory for Porsche Cars North America, 718
Porsche Cars North America and OMG Ignition Factory used Blippar, an augmented reality platform, to get consumers in the driver's seat. A five-page centerfold in Outside Magazine became the experience, showcasing the Porsche 718 sports car. The phone became the portal to experience the ride. In four weeks, the median time spent playing the AR game rose to more than three minutes, double the time spent on the campaign’s landing page. Drivers covered 2,600 miles, completed twice as many test-drives than in the United States.
Affiliated Agency: Cramer-Krasselt
Credits: Wilson Standish, OMG Ignition Factory Katherine Champagne, OMG Ignition Factory Killian Gould, Omnicom Media Group Scott Baker – Porsche Cars North America Lindsay Bacon, Porsche Cars North America Scott DeVault, Porsche Cars North America Sarah Stahurski, Cramer-Krasselt Christina Clark, Cramer-Krasselt Rick Standley, Cramer-Krasselt Ashley Stevens, Cramer-Krasselt

Multicultural/LGBT Media: Love For The Ages by Partner Studio by AOL, The Integer Group, and Hunter Public Relations for Barefoot Wine
Many older LGBT couples never imagined they’d be able to legally marry. Now, one year after the Supreme Court deemed same-sex marriage constitutional, there’s a lot to talk about. “Love For The Ages” is a three-minute video sponsored by Barefoot Wine featuring five LGBT couples, 50 years and older. After the video launched, the conversation on social surrounding Barefoot Wine shifted from strictly wine and business to Pride and LGBT content, with “Love for The Ages” comprising over 40% of all Barefoot Wine conversation.
Affiliated Agency: The Integer Group and Hunter Public Relations
Credits: Mary Gail Pezzimenti - VP, Content Creation, Partner Studio by AOL; Nadine Cheung - Creative Executive, Partner Studio by AOL; Michael Kroggman- Program Manager, Partner Studio by AOL; Graham Howes - Audience Development Director, Partner Studio by AOL; Tariq Walker - VP, Video & Operations, Partner Studio by AOL; Drea Bernardi - Director, Video Programming, Partner Studio by AOL; Gigi Russo – Partner, Hunter Public Relations; Jennifer Moore Tucci – Senior Vice President, Hunter Public Relations; Blaine Rueber – Account Supervisor, Hunter Public Relations; Amy Vollet - VP Director of Media, The Integer Group; Michelle Arendt - Media Supervisor, The Integer Group; Charlotte Roach - Digital Media Supervisor, The Integer Group; Danielle Holt - Digital Media Planner, The Integer Group.; Axe & RuPaul's Drag Race by Viacom Velocity for Unilever/Axe
AXE partnered with Logo’s RuPaul’s Drag Race for a real-time marketing campaign. Immediately after the crowning in the finale episode, AXE launched commercial creative featuring the winner. Axe sponsored the winner’s reveal across all of Logo’s social media and digital platforms. AXE owned the finale event in NYC where 1500+ attendees had the opportunity to sample AXE product in the Logo Salon restroom takeovers that were powered by AXE. Social promotion for the campaign exploded with 5M earned media impressions and 498k engagements.
Affiliated Agency: Mindshare
Credits: Amy Wigler, SVP, Integrated Marketing - Viacom Velocity Tony Calandra, VP, Creative Operations - Viacom Velocity Erin O’Keefe, Sr. Director, Integrated Marketing - Viacom Velocity Kate Renaud, Sr. Director, Integrated Marketing - Viacom Velocity Ellie Miltner, Director, Creative/Production Operations - Viacom Velocity Felix Colon, Manager, Integrated Marketing - Viacom Velocity Jacqueline Miller, Manager, Integrated Marketing - Viacom Velocity Holly Baron, Coordinator, Integrated Marketing - Viacom Velocity Cristina Recino, Coordinator, Integrated Marketing - Viacom Velocity Rosemandy Mateo, Assistant, Integrated Marketing - Viacom Velocity Deborah Reichman, Executive Producer, Video Content - Viacom Velocity Jay Randall, Producer, Creative - Viacom Velocity; #AccessOutdoors by Mediavest|Spark for REI
REI successfully makes The Outdoors accessible to multicultural Millennials with artfully immersive and engaging content. As digital media evolves to mirror reality, The Outdoors becomes a less accessible commodity. The content exceeded 822K video views (over-delivery: 37%) and 74K social interactions with an 8.95% engagement rate (benchmark: 3-5%). The physical Access Points are now displayed at local REI stores as in-store experiential extensions, giving Next-Gen opportunity to engage with REI, artist influencers and access points they’d witnessed on mobile, live.
Affiliated Agency: Client: REI - Laura Swapp - Director of Public Affairs & Next-Gen Marketing; Production & Media Partner: Batanga/Vix.com
Credits: Terrance Nixon - Sr. MediaExperience Producer, Multicultural - Mediavest|Spark Sean Pan - Media Supervisor, Multicultural - Mediavest|Spark Ariadna Madrid - Associate Content Director - Mediavest|Spark Eric Levin - Chief Content Officer - Mediavest|Spark Stephen Paez - Multicultural Lead - Mediavest|Spark Chris Mittman - VP/Strategy Director - Mediavest|Spark

New/Emerging/Experimental Media: Pressure Chamber by Starcom for P&G Gillette Clinical Strength Deodorant
How does a brand increase awareness? In this case P&G Gillette Clinical Strength Deodorant partnered with Starcom and Discovery to create the 4D virtual reality event at South by Southwest putting people through a wild ride. They were strapped into motion chairs moving in sync with VR videos, creating a sweat-inducing ride. Heart rate monitors tracked rider’s emotional and physical reactions, which streamed from the show floor via Facebook Live. The ride increased brand awareness by 70%, favorability by 24%, and purchase consideration by 29%.
Credits: -; A Better Way to Generate Leads by Canvas Worldwide for Hyundai Elantra
As Hyundai introduced a campaign focused on an on-demand test drive made possible by an exclusive partnership with Amazon. The idea was to make things easy and "better" for customers, bringing the car to the consumer. The company used data from Amazon’s Garage to target likely Elantra buyers, inviting them to schedule a test-drive through Prime Now, Amazon’s two-hour delivery service. The campaign drove a 52% increase in brand favorability for Hyundai and brand lift of 40.4.
Affiliated Agency: Innocean Worldwide Americas (Creative)
Credits: Canvas, Client Director: Caleb Wines Canvas, Group Media Director, Jason Croddy Canvas, Media Director, Alex Ornstein Canvas, Associate Media Director, Michael Frech Canvas, Group Director-Investment: Omara Hernandez Canvas, Director-Digital Investment: Linda Fernandez Canvas, Associate Director-Investment: Victor Faria Innocean, Executive Creative Director: Eric Springer Innocean, Group Creative Director: Barney Goldberg Innocean, Creative Director: Shane Diver Innocean, Freelance Creative Director: Marcin Markiewicz Innocean, Account Director: Lester Perry Innocean, Account Executive: Tanner Ham Innocean, PR: Erin Schneider Innocean, Senior Strategist: Angel Xie Innocean, Freelance Producer: Brad Johnson Innocean, Project Manager: Jamie Fink; DJI Mavic Pro - Live Video Ad by Blue 449 for DJI
Live ads running across the Internet demonstrate just how innovative and real time brands can become. DJI challenged Blue 449 to develop amp up the debut of their newest drone, the Mavic Pro, during a press event, which broadcasted simultaneously on Facebook Live, Youtube, and the DJI Web site. The stream ran through Native and Social placements, driving up pre-orders and 46% of all Live Stream views. DJI experienced 117% lift in positive sentiment during the broadcast.
Credits: Michael J. Miraflor, SVP Global Head of Futures & Innovation, Blue 449 Jeff Ratner, EVP Digital, Blue 449 Chris Simon, Associate Media Director, Blue 449 Amy Winches, Media Account Manager, Blue 449 Gabriel Chan, Head of Digital Marketing and Social Media, DJI

Online Media: Branding: Stacking the Deck - Controlling What Car Shoppers See with Digital-Display Conquesting by C-4 Analytics for C-4 Analytics
YETI created the "My Old Man" video series shot from the perspective of five influential outdoor enthusiasts and YETI brand ambassadors including pro surfer Shane Dorian and football ace Jordan Shipley. To drive favorability, the brand launched a 30–second spot on YETI social channels, put them in the hands of YETI ambassadors, and activated enhanced targeting on video ads and paid search campaigns. It drove over 50 million video views and a 12% lift in awareness, and lifted brand favorability 300% over Millward Brown benchmarks.
Credits: C-4 Analytics; Captain Obvious Race for President by CP+B for Hotels.com
Hotels.com wanted to refresh the character Captain Obvious, which the company launched in 2014. During the U.S. presidential race, CP+B leveraged a variety of media platforms to impact targeted moments through social buzz and influencers. An interactive Web site served as the campaign headquarters. There were 27 shareable GIFs and two downloadable green-screen video assets fans used in social sites. The campaign received 433 million earned media impressions, 60 million unpaid views of his GIF content, and 900% increase in social mentions of Captain.
Affiliated Agency: Hill + Knowlton Strategies, Caviar, Plus Productions
Credits: Ralph Watson, Chief Creative Officer Matt Talbot, Executive Creative Director Brian Friedrich, Creative Director Jexy Holman & Nuno Teixeira, Associate Creative Directors Harold Jones, Technical Director Sarah Castner, Account Director Brice Tomlinson, Content Supervisor Kelly Boyer, Content Supervisor Alyssa Fitterer & Ilyssa Schwartz, Content Manager Sloan Schroeder, Associate Director of Content Production Jesse Jones, Group Executive Interactive Producer Dan Corken, Sr. Integrated Producer Addison Born, Intrgated Broadcast Producer Rachel Noonan, Jr. Video Producer Chris Shewmake, Associate Media Director Matt Campbell, Associate Media Director; Quantum Break by Carat for Microsoft:Xbox
Xbox tasked Carat to launch the third-person shooter game Quantum Break. Since a player in the game could exploit a fracture in time to evade an enemy, Carat used the theme to differentiate it. The campaign created a global pause button converting IGN’s video player into an ad. Anytime a user paused a video, it would reveal a branded ad that stopped time. The IGN Pause Button delivered a 2.6% CTR, while the Snapchat lens drove 24 million unique viewers with frequency of 3.
Affiliated Agency: 215: Creative
Credits: o Carlos Aparicio: Supervisor, Digital Activation. Carlos.Aparicio@danempower.com o Josh Berkley: Associate Director, Digital Activation. Josh.Berkley@danempower.com o Samantha Lim: Vice President, Digital Activation. Samantha.Lim@danempower.com

Online Media: Search: ISO™ Strategy for Branded v. Non-Branded Search by CPC Strategy for prAna
prAna wanted to improve product sales supported by non-branded search traffic, so the sportswear apparel retailer called on CPC Strategy to build a strategy combining negative keyword lists and priority settings to funnel traffic to separate campaign. It allowed advertisers to show Shopping Ads for only the specific search queries, a feature reserved for text ads. Aggressive non-branded search bids, separate budgets to improve ROI drove up non-branded search impressions by more than 435%, revenue from Shopping by 306%, and 18% increase in ROAS.
Credits: Lewis Brannon, Sr. Paid Media Manager at CPC Strategy Trevor Koons, Digital Marketing Manager at prAna; ACUVUE MOIST Multifocal Priority Audience Search Targeting by Johnson & Johnson, Razorfish Health (Powered by Publicis Health Media) for Johnson & Johnson // ACUVUE MOIST Multifocal
Johnson & Johnson wanted to generate awareness for a new product ACUVUE’s MOIST Multifocal lens especially in the category of Bifocals-Reading Glasses. Although these searchers weren’t looking for contact lenses, marketers used Google's audience demographic targeting feature to opt out of searchers under the age of 35 and target those between 35 and 65. Click volume rose 157%; CTR, 400%; and time on site, 32%.
Credits: Derek Benedictson – Marketing Manager, Johnson & Johnson Stephanie English – Search Supervisor, Publicis Health Media Emily Brown – Account Supervisor, Razorfish Health Christina Harrigan – Associate Search Director, Publicis Health Media Pete Levin – VP Paid Search, Publicis Health Media; SAP Improves Live Business with TV Synced Ads by 4C (www.4Cinsights.com) & Resolution Media (www.ResolutionMedia.com) for SAP
SAP synced paid search ads and television ads with help from 4C. As SAP ads aired on TV, 4C automatically identified and triggered search campaigns based on keywords. Resolution Media optimized the search ads. After TV viewers saw the ads they used more precise queries, enabling SAP to target the search ads and capture improved leads. Results delivered 24% higher CTR, 26% reduction in CPC, 13% more time on landing pages, 6% bounce rate reduction, 26% lead generation improvement, and 15% lower cost per lead.
Affiliated Agency: Resolution Media, Performance Marketing Agency
Credits: Jared Silverman, Associate Director, Advertising, Resolution Media Katherine Williams, Advertising Account Manager, Resolution Media Christina Lee, Account Director, Resolution Media Scott Waxenberg, VP Digital Partnerships, 4C Garrett Hoy, Director Agency Partnerships, 4C

Outdoor Media: Wall Street Journal: Ambitious Hours by m/SIX & The &Partnership for Dow Jones/Wall Street Journal/The Wall Street Journal
The Wall Street Journal targeted a hard working, driven audience in an outdoor campaign that most people never saw. People who were up at the crack of dawn and still out after dark. Creative targeted an early morning riser, from 5-8am and a night owl, from 9pm-midnight. Ads were live time-stamped with copy like: “It’s 6:25, and you’ve already had your first call of the day”. The campaign gave The Wall Street Journal more than 6,000 new subscribers.
Affiliated Agency: N/A
Credits: Isaac Silverglate: ECD, The&Partnership Dan Beckett: Head of Art, The&Partnership Ceara Teixeira: Designer, The&Partnership Shami LaCourt: Producer, The&Partnership Nathan Stewart: Group Account Director, The&Partnership Ryan Colet: Account Director, The&Partnership Cassie Farley: Account Manager, The&Partnership Ilana Nolte: President, m/SIX North America Alexandra Cochran: Digital Planning Director, m/SIX Agency Jacqueline Puzo: Associate Media Director, m/SIX Agency Michael Fiola: Senior Account Manager, m/SIX Agency Andrew Maceda: OOH Specialist, Kinetic Frederick Navarrete: Manager, Kinetic Justin Symons: Director, Kinetic Esther Altomare: Account Management, Spongecell Sara Lukralle: Solutions Engineer, Spongecell Amanda Munoz: Marketing Director, The Wall Street Journal Suzi Watford: Chief Marketing Officer, Dow Jones; Netflix Narcos Season 2 Outdoor by MullenLowe Mediahub for Netflix
To promote season two of Narcos, Netflix stuffed bus shelters with $2 million of burned money. Despite the money being fake, it didn’t stop people from breaking the bus shelters and stealing the money. Netflix responded with updates to the destroyed shelters, featuring a message from Pablo Escobar himself, telling thieves to return the cash or else. Ads were also placed in the bottom of TSA bins using tidbits from the show to remind DEA agents and potential smugglers to only pack essentials.
Affiliated Agency: Mediahub, Rapport
Credits: John Moore, Global President, MullenLowe Mediahub Sean Corcoran, EVP Director of Integration, MullenLowe Mediahub Laurel Boyd, SVP Director of Content & Integration, MullenLowe Mediahub Simeon Edmunds, Associate Director, Media Content & Integration, MullenLowe Mediahub Michelle Blaser, Media & Communications Planning Supervisor, MullenLowe Mediahub Ali Sakai, Senior Digital Media Planner, MullenLowe Mediahub Kelly Ross, Assistant Media Planner, MullenLowe Mediahub Megan Imbres, Director of Marketing, ucanz, Netflix Rose Russo, Marketing, Netflix Originals; 4/20 Better When Baked in Denver, CO by Kinetic Worldwide for General Mills, Totino’s Pizza Rolls
Totino’s created an outdoor campaign to celebrate 4/20 (National Marijuana Day) while positioning the brand as a quick, tasty snack when you have the munchies. Ads were placed in Denver on billboards, bus shelters, wrapped trains and pedicabs. Creative had a dual meaning from “Better when baked,” to “Legal in every state. Better in Colorado.” The campaign scored 58.20 million impressions on Facebook, 4.62 million on Twitter, and 13.21 million on Instagram.
Affiliated Agency: Kinetic Worldwide - OOH, Mindshare - Media Planning
Credits: Jaime Byrdak, Group Director, Kinetic Worldwide Maya Pillai Walsh, Manager, Strategic Planning, Mindshare Marc Redding, Senior Associate, Strategic Planning, Mindshare Kristin Atherton, Marketing Communications | Meals | Totino’s, General Mills, Inc. Nicole Greibrok, Marketing Communications Senior Planner at General Mills

Performance Media & Marketing (including Direct Response, TV, Email, etc.): Jaguar Land Rover Audience First Approach by Mindshare for Jaguar Land Rover
Jaguar Land Rover relied on Mindshare when it needed to catch the attention of consumers. The campaign started with predefined audience segments based on a mix of data combining CRM and site traffic with search and social activity. The perfect mix resulted in returns within the first six months. Land Rover reached 32.4 million households who purchased 8,187 vehicles, 56% more likely than national baseline to purchase a Land Rover. Jaguar reached 21 million households who purchased 1,515 vehicles, 97% more likely, respectively.
Affiliated Agency: Spark 44, xaxis
Credits: Mindshare Derek Topel: Director of Digital Strategy and Investment Karen Bennett: Managing Director Jon Mottel: Director, Paid Social James Cooley: Group Director Search & Social Jayson Baron: Director Paid Search Matt Lucich: Manager Paid Search Larry Kim: Manager Paid Search Hanna Kobor: Manager Paid Social Jaguar Land Rover Kim McCullough: Vice President Marketing Joe Torpey: Marketing Manager Kim Kyaw: Manager, Digital Marketing, Social Media & CRM Taylor Hoel: Media Specialist Spark 44 Tony Hobley: Managing Director Phil Lieberman: Senior Account Director Teresa Villasenor: Senior Digital Producer Xaxis Craig Sofer: VP Account Services Ben Joseph: Manager Account Services Scott Weinberger: Senior Analyst, Strategy & Investment Andrew Kahen: Director, Strategy & Analytics; MegaBonus Achievement by Yes Lifecycle Marketing for Marriott Rewards
Marriott Rewards' MegaBonus email campaign targeted members who reached a specific loyalty level. Yes Lifecycle Marketing worked with Marriott to build an email campaign to increase the number of booked nights loyal members stay. Personalized emails recognized the member's achievements and reminded them they’ve unlocked a chance to earn more bonus points. The open rate rose 213.3% compared with the average. Marriott saw a 6220.5% increase in bookings per delivered message.
Credits: Matt Caldwell, Creative Director, Yes Lifecycle Marketing Diana Strandberg, Account Manager, Yes Lifecycle Marketing Sterling Crain, Senior Designer, Yes Lifecycle Marketing Afton McCann, Art Director, Yes Lifecycle Marketing Jess Moss, Creative/Copy Director, Yes Lifecycle Marketing; Butts in Seats by MullenLowe Mediahub for JetBlue
The challenge for JetBlue to become more important to travelers drove a partnerships with MullenLowe MediaHub, which designed a campaign anticipating destinations. The campaign connected with millions of travelers, serving ads in nanosecond highlighting relevant destinations and prices by leveraging location, data, search behavior, pricing and environmental conditions. In cold climates banners ran reflecting real-time low temperatures in the viewer's location, comparing them with warmer destinations. With 26% fewer impressions served and 3% less budget, the campaign improved bookings by 20%, conversion rates by 66%.
Credits: Drayton Martin, SVP, Account Director, MullenLowe Jade Watts, SVP, Group Digital Director, MullenLowe Mediahub Alex Hale, Supervisor of Media Sciences, MullenLowe Mediahub Molly Bluhm, Account Director, MullenLowe Grace Clemow, Senior Account Executive, MullenLowe Tyson Schmitt, Art Director, MullenLowe Macie Soler-Sala, Copywriter, MullenLowe Joey Tomaino, Motion Design Lead, MullenLowe

Print (magazines and newspapers): Making Print a Precision Medium by Starcom for Kraft Heinz/Philadelphia Cream Cheese
Who doesn’t love cheesecake? Making it is another matter. To attract Millennials, who want kid-friendly recipes, while retaining the accomplished entertainers demanding fancier efforts, Philadelphia Cream Cheese went maverick. It launched its first addressable print campaign, utilizing brand data to pinpoint target audiences. The recipe brand messages were geared to specific interests and ads ran in six Time Inc. publications, including Cooking Light, All You and People. Take a lesson digital: The campaign increased household penetration and delivered record return-on-ad-spend — a delicious combo.
Affiliated Agency: Leo Burnett Chicago
Credits: -; M&M’S 75th Anniversary Marvel Covers by MediaCom and Starcom for Mars/M&M'S
Consider it a comic homage. To celebrate the 75th anniversary of iconic candy M&Ms, the company teamed with Marvel comic books for the “Celebrate with M” campaign. The twist: M&Ms took on the personae of iconic characters – heroes and villains alike. To drive home its powerful place in candy history, Marvel recreated comic covers with M&Ms standing in for notable characters, such as The Incredible Hulk, Captain America and the Avengers. The work married advertising to editorial, while entertaining readers. Sweet.
Affiliated Agency: Starcom, media buying
Credits: MediaCom: Adnan Brankovic: Managing Partner Brian Langus: Associate Media Director MARS: Tanya Berman: M&M’S Sr. Brand Director Don Macintosh: M&M’S Brand Manager Ray Amati: Media Director Amanda Zaky: Sr Manager Digital Media Marvel: Darren Sanchez: Creative Director; Latino 30 under 30 by El Mundo Boston for Hennessy VSOP Privilege
Boston is moving to the sounds of salsa and immigrant Latinos’ children are enjoying the American Dream. To salute this important demo and their achievements, Hennessey VSOP Privilege created Latino 30 under 30 to recognize accomplished young leaders here. The message was distributed via Spanish social media, digital and video; the Web site received hundreds of nominations, narrowed to the final 30. The initiative hit 1 million impressions across platforms, including an email campaign with stunning 30% open and 13% click rates. Viva Boston!
Credits: Elvis Jocol Lara, VP Digital Media, El Mundo Boston: Creator/Creative Director/Producer Alberto Vasallo, President/CEO, El Mundo Boston: Producer Ciro Valiente: Video/Director, El Mundo Boston Juan Luis Montero, Senior Graphic Designer, El Mundo Boston Jehovagni Santana: Video Editing, El Mundo Boston Maritza Merino: Production Assistant, El Mundo Boston Brenda Gonzalez: Production Assistant, El Mundo Boston Mary Ann Marotta: Event Coordinator, El Mundo Boston Frank Morris: Writer, El Mundo Boston Tim Estiloz: Writer, El Mundo Boston Christian Jimenez Salmeron: Web Design, El Mundo Boston Ingrid Best, Brand Manager, Hennessy

Research/Consumer Insights: Create Your Next Remember When… by Exclusive Resorts and Merkle for Exclusive Resorts
Exclusive Resorts sought to stand apart from its competitors by connecting with prospective members on an emotional level. With 55% of the affluent families stating “family bonding” as their top motivation for vacationing, Merkle and Exclusive Resorts used this finding to shape the fully integrated “Create Your Next Remember When” campaign including a website re-launch, digital/print advertising refresh. The results: a 47% increase in website conversion rate, 136% increase in social likes and a 210% increase in comments, shares and retweets.
Credits: Hayden Mugford, VP Marketing, Exclusive Resorts Leigh Mehlman, Manager, Lifecycle Marketing and CRM, Exclusive Resorts Ethan Hanson, Associate Director Analytics Solutions, Merkle Leah van Zelm, VP Digital Strategy, Merkle Julia Fritze, Senior Account Director, Merkle Catherine Jolly, Associate Director Digital Strategy, Merkle Scott Woolford, Senior Analyst, Merkle Steve Galaty, UX Director, Merkle Michael Adamson, Customer Experience Strategist, Merkle Bob Wood, Senior Director Analytics Solutions, Merkle Rives Martin, Analyst, Merkle Alex Tenaglio, Lead Statistician, Merkle Tom Lacki, Senior Director Advanced Research; Unacceptable Acceptance Letters by Goodby Silverstein & Partners for The Hunting Ground
In partnership with the documentary “The Hunting Ground,” the campaign aimed to make incoming students aware of the truth about sexual assault. “Reaction videos,” in which incoming students filmed themselves opening their acceptance letters on social networks, were mimicked with a series of films featuring “unacceptable acceptance letters” where a student reads a letter revealing assault stories. The videos encourage people to sign a petition to hold colleges accountable and were shared where students share theirs. In 48 hours, the campaign received 409 million impressions.
Credits: Goodby Silverstein & Partners: Creative Co-Chairmen: Jeff Goodby and Rich Silverstein Executive Creative Director/Partner: Margaret Johnson Creatives: Laura Petruccelli, Rohan Cooke Senior Designer: Angie Elko Designer: Todd King Production Director of Broadcast Production: Tod Puckett Executive Broadcast Producer: Hilary Coate Director of Graphic Services: Jim King Associate Technology Director: Andre Cardozo Retouching: Quinn Gravier Photographers: Quinn Gravier and Ward Robinson Account Services Account Director: Cassi Norman Brand and Communication Strategy Director of Brand Strategy: Bonnie Wan Director of Communications: Meredith Vellines Sr. Communications Strategist: Caitlin Neelon Brand Strategist: Gabriella Svensk Business Affairs Business Affairs Manager: Heidi Killeen _______________ Production Company Company Name: PRETTYBIRD Executive Producer: Kerstin Emhoff, Suzanne Hargrove Associate Producer: Nick Miller Producer: Nathan Scherrer Director: Alex Brewer Director: Benjamin Brewer ______________ Editorial Company Name: Cut + Run Executive Producer: Deanne Mehling Editor: Christopher Kasper ______________ Finish Company Name: Spy Post Executive Producer: Lori Joseph Colorist: Chris Martin ______________ Music Company Name: Yessian Composer: David Gold ______________ Mix Company name: One Union; The 2016 Election: can earned media predict the next President? by iQ media for Hillary for America, Donald Trump for President
Paid ad tactics dominate election cycles, and Hillary Clinton was outpacing Donald Trump by $65M. But earned media was playing an unprecedented role. Trump emerged the unofficial “King of Earned Media,” nearly doubling Clinton with over $4.6B worth of free media. Knowing how influential earned media is on public perception, we chose to take a closer look at the data, and were inevitably accurate. The results established iQ Media’s proprietary media and TV measurement platform as a trusted source of earned and paid media data.
Credits: John Derham, Head of Innovation & Co-Founder

Social Media: Stand with Malala by Campfire at SapientNitro for National Geographic Channel
To promote its airing of “He Named Me Malala” and the Malala Fund cause, the National Geographic Channel went to Facebook and illustrated what a world would look like without girls. Using Facebook’s Video Avatar, a yearbook video was created, which resembles a typical stroll down memory lane, except all the girls suddenly disappear. Facebook members could set the video as their Facebook Video Avatar, as a way to show support for Malala and her important cause.
Credits: Michael Monello, Chief Creative Officer Jeremiah Rosen, VP Client Services Jennifer Villany, Director Client Services Kade Roybal, Senior Art Director Ilan Frankel, Senior Copywriter Emily Culbertson, Designer Lauralee Bent, Account Executive Ethan Piper, Producer Nick Braccia, Creative Director Studio LLC: Web Development; Girl Emojis by Starcom, Leo Burnett Toronto & Chicago and MSL Group for P&G Always
Always launched the #LikeAGirl video to stop stereotypes surrounding girls, beginning at the emoji level. Girls send more than a billion emojis daily, yet are represented only as princesses and obsessed with looks. Where are the career-driven emojis for girls? The video launched prior to International Women’s Day. The Unicode Consortium, the company in charge of emojis, asked Always to share all emoj ideas received from social media for consideration. Many were included in the recent emoji update.
Credits: -; Likes To Love by Carat for GM: Chevrolet
Mid-size sedans are nowhere near sexy, let alone adored on social media. That changed when the Chevrolet Malibu launched the first ad campaign that incorporated Facebook’s new Reactions feature. Forget likes, it was all about love going forward. Videos launched at the exact moment the Facebook “Reactions” appeared in people’s newsfeeds. The “Reactions” video was placed into news articles covering the launch of Facebook Reactions. To react, more than 52,000 new people followed the Chevrolet brand page on Facebook.
Affiliated Agency: Commonwealth//McCann:Creative, Fleishman-Hillard:PR, iProspect: Paid Social, Park Pictures:Photographer
Credits: Alex Crowther – Global President, GM, alex.crowther@dentsuaegis.com Abbey Berryman – EVP, Global Business Lead, abbey.berryman@dentsuaegis.com Dave Fasola – EVP, Global Director, david.fasola@carat.com Molly Marchese – SVP, Director, molly.marchese@carat.com Adam Comstock – VP, Director, adam.comstock@carat.com Angela Steele – EVP, Global Head of Product, angela.steele@carat.com

TV or Interactive/Enhanced TV: Outcast Interactive Trailer: “Possession Begins” by Campfire at SapientNitro for Cinemax
Horror fans can’t get enough-- even with their eyes closed. Fans going to PossessionBegins.com for a new Cinemax series “Outcast” get an deeply interactive commercial -- using 3D audio technology and eye-tracking software though webcams -- making fans feel under a “demon”s spell. Closing their eyes, viewers get a scary audio story. Opening eyes yields terrifying video images -- with bone-altering consequences. The campaign for “Outcast” became Cinemax’s most watched premiere ever -- 4 million views across streaming and broadcast. Pick your poison.
Credits: CAMPFIRE AT SAPIENTNITRO Creative Director: Nick Braccia Senior Art Director: Kade Roybal Creative Technologist: Mark Harris Manager Producer: Julia Pontecorvo Art Director: Emily Culbertson Art Director: Dylan Werner Senior Copywriter: Micky Treutlein Associate Technologist: Adam Paikowsky Account Coordinator: Lauralee Bent Client Services Director: Jen Villany Senior Manager Interactive Program Management: Zach Bolton Manager Producer: Cassandra Robertson-Reuter VP Client Services: Jeremiah Rosen Chief Creative Officer: Michael Monello Audio Production Team: Apollo Studios Interactive Production Team: Dinahmoe CINEMAX Jason Mulderig - VP, Consumer Marketing Chris Spadaccini - EVP, Brand & Product Marketing Emily Carr - Manager, Brand Marketing & Program Advertising; Every Dog Deserves the Right Nutrition by Starcom for Mars, Inc / IAMS
Feeding your pet can be increasing complicated. IAMS produces over 40 pet food formulas -- for different dogs with a variety of health, energy and other conditions. Using addressable advertising -- with third party audience data and keyword insights -- the company’s agency distilled and distributed ads for 25 customized segments. Results pulled in 25 million dog owners, over 80 million impressions, a 7% lift for key perception and a 21% lift in sales. It’s enough to make you bark for more.
Affiliated Agency: Tribal DDB NY, Choicestream, Sizmek
Credits: -; Taking Ad Skipping Literally by Innovid for Hotels.com
Like to skip digital video ads? How about literally skipping -- like people jumping rope in a commercial? Hotels.com offered up a ad where when clicking on a somewhat faux ‘skip ad’ button you got characters skipping rope for remainder of the video ad. Clicking on an “un-skip ad” button goes back to normal. This “skip ad’ spot was clicked on a 438,000 times; with 242,000 viewers clicking the ‘un-skip’ button. Overall a very big 98% completion rate. So... less skip and more hit.
Affiliated Agency: Crispin, Porter + Bogusky - advertising agency, Channel 4 - media agency
Credits: Maayan Nahum - Innovid Shai Ryter - Innovid

2016 Finalists

Creative Media Awards