MediaPost - Creative Media Awards

Creative Media Awards

Audio: The Bigger Bottle of Smirnoff Vodka by Carat for Smirnoff, Diageo
Premium vodkas currently need a big marketing lift. Big time TV star Ted Danson, who has both a young and older consumer appeal, talked up a Smirnoff Vodka radio campaign with snappy 15-second commercials about buying bigger vodka bottles, as well appealing to the brand's largest markets -- California and Florida. Major podcasts and Pandora exposure pushed double-digit percent hikes in ad awareness, a 3.9% increase in brand favorability and a 13.8% rise in older 45-54 viewers. Drink up in warmer climates.
Affiliated Agency: Smirnoff, Brand/Advertiser/Client; Carat, Media Agency; 72&Sunny, Creative Agency
Credits: Smirnoff, Brand/Advertiser/Client Carat, Media Agency 72&Sunny, Creative Agency; #eyeslipsface Hashtag Challenge on TikTok by Movers+Shakers by e.l.f. Cosmetics for e.l.f. Cosmetics
Highlighting cosmetic products -- in the absence of video and images -- can tough sledding. To attract young Gen-Zers -- edgy consumers, that they are-- start with some hip-hop music. For cosmetics maker, e.l.f.-- the music “Eyes. Lips. Face” -- started as a short ad-related music track on TikTok, then, with fast rising social media, worked up a full-fledged song released on Spotify, iTunes and YouTube. It streamed it over 5 million times, and pushed users to ask: “I never knew what e.I.f. stood for. Eyes. Lips. Face.” Now you know.
Affiliated Agency: Movers+Shakers, Creative
Credits: Movers + Shakers, e.l.f. Cosmetics, TikTok, Tinuiti, iLLWayno, HollaFyeSixWun; Wendy’s Bacon Sizzles on Spotify with ASMR by Empower for Wendy's
The smell of bacon on radio? Not yet. But deep sizzling sounds of bacon frying up can tell much for Wendy’s new campaign when it comes to showing off its big selling bacon cheeseburger. A cool, low key, Yoga-esq voiceover brings you in after a good 10-seconds of enduring bacon cooking notes. The spot pulled in two times the click-through rate of other Spotify creative running during the same time period. The voiceover ends as your yoga class does: Yum-namaste.
Credits: Jennifer Jackson, SVP, Business Unit Lead at Empower Damon McMahon, Sr. Director, Account Service at Empower Courtney Ackerman, Sr. Director, Integrated Planning at Empower Nicole Accordino, Sr. Director, Integrated Planning at Empower Kalie Hennessy, Digital Media Specialist at Empower Ray Arruda, Division Marketing Manager at Wendy's

Branded Entertainment: Brand/Product Placement: The Unexpectedly Epic Pixel 3 Unboxing Event That Took Over YouTube & GIPHY by Essence for Google, Pixel 3
The ‘unboxing’ video genre on YouTube is now its own thing -- a category showing surprise recipients (or not) revealing products, typically high tech stuff, out of boxes. Unboxing is now at 13 million annual searches on the video site. No surprise then Google's new Pixel 3 phone -- well-behind that of Apple iPhone and Samsung devices -- decided to used this format on its YouTube platform. Reaching 64 million people, and one of three millennials, it generated 34.3 million views, and poised the obvious question. Call Google or not?
Credits: N/A; Toyota + The 2019 MTV Video Music Awards by Viacom Velocity for Toyota
Big automaker Toyota brand looked to ramp up it modest-priced but reliable Corolla brand among Millennials/Gen-Zers. It connected the brand to Viacom's young skewing content -- MTV’s big annual “Video Music Awards” TV show. In one effort, Toyota partnered with the Jonas Brothers for a “Jersey Road Trip Playlist” segment. Big numbers sang out: 69 million impressions, 780,000 engagements, and 4.5 million video views across social. Most importantly purchase intent grew to 91% among "VMA" viewers. Jersey’s playlist songs? Bruce Springsteen, Bon Jovi, Lauren Hill, included.
Affiliated Agency: Saatchi & Saatchi, United Entertainment Group, Zenith Media
Credits: Viacom Velocity: • Matt Newcomb, SVP Integrated Marketing MTV/Viacom Velocity • Beth Trentacoste, SVP Creative Director • Meg Sudlik, VP Creative Production • Jeff Feuerstein, VP Creative Director • Erin Liabo, Sr. Director Integrated Marketing MTV/Viacom Velocity • Gabriel Carrillo, Director Integrated Marketing MTV/Viacom Velocity • Alexis Yumol, Sr. Manager Integrated Marketing MTV/Viacom Velocity • Dana Seiberg, Coordinator Integrated Marketing MTV/Viacom Velocity • Chris Daviau, Sr. Producer, Creative Production Production Company - Gravy Films • Brent Stoller, Executive Producer • Eric Schmidt, Director/DP • Jon Messner, Line Producer New Jersey • Tanya Stephens, Line Producer North Carolina Post Production Company – Stuck in Motion • Thomas Shull, Editor • Deborah Gar Reichman, Post Production Supervisor; The Conan & Friends Comedy Tour by WarnerMedia for Boston Beer
Young beer drinking professionals know Sam Adams. But are they really interested in this craft beer? Incorporating brand messaging into content around Conan O’Brien -- his TBS show, as well as an 18-city comedy tour worked, especially many cities where there was low brand awareness for the brewer. During a YouTube video tour O’Brien exclaimed: “Why am I here?” -- as O’Brien laughs with somewhat evil intent. “Sam Adams sponsored my tour,” he mocks seriously. Social media content generated 8.7 million views. Laugh and drink with marketing.
Affiliated Agency: Hearts & Science
Credits: Production: CONACO Executive Producer: Conan O’Brien, Steve Beslow, Jeff Ross Producers: Matt O’Brien, Travis Kuhl, Jason O’Malley, Ruthie Wyatt, Aaron Bleyeart Integrated Marketing: Tanesha Fields Turner Content Partnerships: Jenn Cohen, Blair Shiffman Hearts & Science: Robin Beattys, David Lemberg, Keith Evans, Laurie Shinbaum, Diane Weeks

Branded Entertainment: Contests/Events/Experiential: MINI On-Demand: Tweet to Test Drive by UM New York for MINI USA
How to get that new car test drive but without those pushy sales people? BMW Mini figured out that work-around. But also for consumers who think Minis are just, well, small autos. Coming up with a Twitter program, consumers who tweeted #MiniOnDemand, had a trained driver pick them up for a 30-minute drive around. He also supplied a detailed auto book on the car and lots of business cards. The one-month campaign pulled in 703 dealership visits and 436 customer leads. Drive on in your big, small car.
Affiliated Agency: Experiential Agency: Fooji; Media Owner: Twitter
Credits: Rahul Mahtani, Communications Manager, MINI; Danny Zhu, Digital Marketing Manager, MINI; RJ Wicks, SVP Group Partner, Portfolio Management, UM; Edie Monroy, VP Portfolio Management, Stuart Turnbull, Partner, Portfolio Management, UM; John Winchell, Senior Associate, Portfolio Management, UM; Johnny Wong, Senior Social Analyst, UM; James Hunt, Senior Client Partner, Fooji; Collyn Smitherman, Project Manager, Fooji; Nick Alley, VP of Project Management, Fooji; Sasha Azze, Client Account Manager, Twitter; Brad Blosat, Client Partner, Twitter; Robert Pietsch, Managing Director, Twitter; Chad Rumminger, National Group Manager, Twitter; Elizabeth Luke, Communications Lead, Twitter; Oregon's Mt. Hood Territory: Phoenix Activation by Borders Perrin Norrander for Oregon's Mt. Hood Territory
Consumers working and living in hot metros need cooler climes for a vacay break. Oregon's Mt. Hood Territory -- its lower temperatures and many attractive recreations, looked to hot Phoenix for key customers. Mall-based efforts featured virtual reality experience of forests, trails, rivers and slopes of Oregon’s Mt. Hood. There was also free snow cones, local lavender and marionberry flavored; and one special furry, mythical forest friend. Adding in YouTube videos, print ads in local Phoenix magazines, produced nearly 100 million impressions. So.. be cool with Bigfoot.
Credits: Borders Perrin Norrander: Lori Gaffney, CEO Rob Thompson, Executive Creative Director Craig Skinner, Senior Art Director Kurt Lee Nettleton, Videographer/Photographer Jason Sargent, Graphic Designer Matt Johnson, Account Executive Emma Gessow, Executive Producer Andrea Mitchell, Director of Media Planning & Buying Ali Raynak, Media Supervisor Torie Morris, Media Planner Oregon's Mt. Hood Territory: Jeannine Breshears, Marketing & Programs Manager Annie Bailey Austin, Global PR & Communications Manager Daniel Gering, Marketing Technologist Ithaca Janzen, Marketing Assistant Jarrod Lyman, Sr. Communications Specialist Molly Johnson, Content & Social Media Specialist Casey Knopik, Regional PR and Communications John Richards, Mobile Visitor Information Coordinator Janice Nilson, Tourism Programs Analyst; Love Reigns Over The Umbrella Academy by Mediahub for Netflix - The Umbrella Academy
Themed weddings are all the rage. But one linked to a Netflix TV series about a dysfunctional family of adopted sibling superheroes to solve their father's death and the threat of an impending apocalypse? Well, indeed. I do. A wedding contest for The Umbrella Academy found a lucky couple who then strolled on NYC's 42nd Street with a parade of umbrella-holding dancers, friends, family, and 3,000 strangers who watched the exchange of vows at Bryant Park. It earned 60 million impressions. Do you take this TV show to be your partner?
Credits: Netflix & Mediahub/Rapport Michael Rossetti, Consumer Marketing, Netflix Caitlin Peterson, Consumer Marketing, Netflix Steven Dawson, Creative Marketing Production, Netflix John Moore, Global President, Mediahub Sean Corcoran, U.S. President, Mediahub Christine Bradt, SVP, Group Media Director, Mediahub Laurel Boyd, SVP, Director of R+D Lab, Mediahub Simeon Edmunds, VP, Director of R+D Lab, Mediahub Trevor Kaminsky, Assistant Content Creator, R+D Lab, Mediahub Doug Leasure, Senior Media Planner, R+D Lab, Mediahub Alli Blender, VP, Group Media Director, Mediahub Sara Hilgendorf, Media Supervisor, Mediahub Sophie Turner, Senior Media Planner, Mediahub Vanessa Hughes, Assistant Media Planner, Mediahub Brendan Marrese, VP, Associate Media Director, Video Investments, Mediahub Emily Misiewicz, Media Supervisor, Video Investments Mike Cooper, Global President and CEO, Rapport Molly McCarthy, VP, Print Production, Rapport Rose Milgrom, Production Studio Manager, Rapport Alex Stark, Account Executive, Rapport Doner Perry Cottrell, SVP, Director of Client Service, Doner Autumn Hines, Executive Producer, Doner Brynn Malek, Associate Creative Director, Doner Ralph PanUp Productions

Influencer Marketing: Helpful Honda by Horizon Media for Southern California Honda Dealers Association
Honda’s “Random Acts of Helpfulness” campaign has been a growth driver for years. Honda visits over 20 locations weekly helping individuals and non-profits directly. In order to emphasize the program’s authenticity, Honda partnered with Captiv8, an AI-based influencer measurement platform. Each influencer was ranked based on data points like follower affinity, gender, age, geography, ethnicity and income. As a result, #RandomActsofKindness videos were distributed across social media, leveraging influencers’ handles and owned channels, generating $2.2MM in earned media value, resulting in 4.5x return on investment.
Affiliated Agency: Secret Weapon (Creative Agency Partner), Millennial Entertainment (Production)
Credits: Influencer Marketing Team (Horizon Media): Michele Esguerra, Saeyoung Montgomery, Nicolette Trebing, Gabriella Werre Secret Weapon Marketing: Molly Miller, Megan Baer, Saro Karagueuzian Brand Team (Horizon Media): Jill Sax, Sheila Rawi Digital Team (Horizon Media): Tania Paul Marketplace Team (Horizon Media): Jacki Masson, Ben Kvisler Producers (Millennial Entertainment): Aaron Johnson, Joe Martinez Cinematographer: David Charry Editor: Hayley Harrison Colorist: Rick Wilson; Do What You Can't Jimmy Fallon by Starcom for Samsung Galaxy S10
For the launch of the Galaxy S10+, Samsung wanted to show off the phone’s innovative camera. What better way to do that, than letting Jimmy Fallon film an entire episode of “The Tonight Show” on a phone. By taking the show to locations in New York near and dear to his heart, Jimmy and his crew wanted to show the fans his favorite restaurants and comedy clubs as if through Jimmy’s own eye… well, his phone camera, rather. Samsung.com saw a 13% increase in Galaxy S10 phone orders during broadcast compared week-over-week.
Affiliated Agency: NBC
Credits: -; Road to Coachella by Mirrored Media for BMW
The campaign promoting BMW’s partnership with Coachella fused together digital and social elements by creating original branded content. It introduced Coachella fans to BMW while garnering millions of views and tens-of-millions of impressions organically, going viral across social media almost instantly. The campaign told the story of the partnership while blending multiple forms of art including music, film, photography, and automobiles. Festival-goers could win passes to Coachella by documenting their own preparation and journey to the Valley via social media using #RoadToCoachella.
Affiliated Agency: Right Hand Co., Ride or Cry, RCA Records
Credits: Justin Lefkovitch - Founder/CEO: Mirrored Media Manuel Donayre - Creative Director - Mirrored Media Aaron Moreno - Director of Brand Partnerships - Mirrored Media

Branded Entertainment: Original Film/Video: 5B by UM New York for Johnson & Johnson
Under-the-radar heroes in the health care field are tough to reveal. Johnson & Johnson with its agency found a story of nurses during the devastating 1980s U.S. AIDS crisis, with original archival footage, and patient stories. The movie, “5B” premiered at San Francisco’s Castro Theater, and then went to Cannes Film Festival-- the first-ever brand funded film. Later it had screenings in 17 markets across the U.S. So far this year the official trailer has pulled in 2 million views. Respect all caregivers.
Affiliated Agency: Branded Content: UM Studios; Distributor: RYOT/Verizon Media; Media Agency: J3; PR Agency: Rogers & Cowan
Credits: Sarah Colamarino, Client Lead, Johnson & Johnson; Andrea Higman, Client Lead, Johnson & Johnson; CP Robinson, Client Lead, Johnson & Johnson; Brendan Gaul, EVP, Global Chief Content Officer and Head of UM Studios, UM New York; Brett Henenberg, SVP, Head of UM Studios Production, UM New York; Jill Gorecki, SVP, Managing Director, J3 Studios: Jill Gorecki; Craig Greiwe, SVP, Digital Marketing, Rogers & Cowan; Cheetos - Diss Track by Goodby Silverstein & Partners for Cheetos
Feuding sister snack brands make for great rap feud entertainment: Music, entertainment, and a lot of dissing. Responding to an effort by Doritos in releasing its own hot version of a product -- similar to Cheetos -- the later decided to take on its sibling with a re-release of its Flamin’ Hot Asteroids, with a strong rap feud music base. A video on Twitter, Facebook, YouTube and other social media pulled 93.5 million impressions and 11.5 million video views. Hot stuff... with some crunch.
Affiliated Agency: OMD: Media Agency
Credits: Client: Cheetos Brand: Frito Lay Name of campaign: “Flamin’ Hot Diss Track” Air Date: 02.03.2019 Agency: Goodby Silverstein & Partners Client (these are samples, GAD to sign off) CMO: Jen Saenz SVP, Marketing Communications: Rachel Ferdinando Senior Director, Marketing Communications: Brandi Ray Senior Manager, Marketing Communications: Anya Schmidt Manager, Marketing Communications: Amanda Roberts Associate Marketing Analyst: Amber Cline Creative Agency Chief Creative Officer: Margaret Johnson Associate Creative Director: Daniel Grech Associate Creative Director: Eamonn Dixon Art Director: Michael Kang Copywriter: Matt Casey Art Director: Matt McNulty Copywriter: AJ Warren Group Account Director: Meredith Williams Account Director: Chris Nilsen Account Manager: Crystal Thomas Assistant Account Manager: Sydney Campbell Group Brand Strategy Director: Ralph Paone Brand Strategy Director: Gabriella Dishotsky Communication Strategy Director: Caitlin Neelen Communication Strategist: Drew Forrest Executive Producer: Timothy Plain VFX Company name: We Fly Coach Managing Director: Dan Pack Executive Producer: Laura Herzing Creative Director: Gavin McCue Director: Alan Halls Editor: Josh Weiss Motion Capture: Silver Spoon Music and Mix Company name: The Elements Music Company City: Los Angeles/London Media Agency Company name: OMD Group Strategy Director: Whitney Moore Group Strategy Director: Katelyn Brown Associate Media Director: William Davidson; The Play for Equal Pay by Courageous Studios for P&G - Secret
A women’s focused deodorant attached to real life gender pay gap issues had P&G’s Secret brand believing -- what else -- that “women shouldn’t have to sweat for equal pay”. I get this media workout. In a video, the U.S. Women’s National Soccer Team’ members -- past and present -- was asked about challenges and sacrifices of female athletes. Digital buzz came from a pre- Women’s World Cup Soccer Tournament release of the video. CNN social media channels gave the video 530,000 views driving above average completion and engagement numbers. Goal!
Affiliated Agency: Devries Global
Credits: Courageous / Content Partnerships: Otto Bell SVP Chief Creative Officer Paul Sundue VP, Creative Directo Mahala Gaylord Director/Producer Judy Moy Line Producer Liz Roth Field Producer Brittney Smith Manager Content Partnerships Andrew Smith Director of Photography Patrick Racheff Assistant Camera John O’Hara Editor Matt Chao Archival Researcher P&G Secret Brand Team: Meredith Brown Brand Manager, P&G Sara Saunders Associate Brand Director, P&G Nicole Draznik Customer Team Marketing Manager (Brand Manager) Amy Remley Household Goods, P&G PR Agency: Devries Global

Business Media: Visibility Without Borders by JUST Media for NETSCOUT
Security is everything, which is why NETSCOUT’s campaign, with tags like “See The Threat Before You Feel The Consequences,” targeted a select demographic of senior level officers. To reach them, NETSCOUT ran cross-platform efforts on 'The Wall Street Journal,' a reliable source for this highly targeted group. From cover wraps to online contextual ads, NETSCOUT placements utilized the 'WSJ' to push its new services and conferences in tech, 5G and cybersecurity. Message received: search traffic rose. Mission accomplished.
Affiliated Agency: NETSCOUT (brand)
Credits: Creative Agency: Small Army; Investing in Greater Possibilities Together by Courageous Studios for Invesco QQQ
To better market its brand, Invesco created a video series about entrepreneurs — from a young teen clothing designer to a legacy beekeeper to a work/play space creator. The global asset manager utilized these inspiring examples to push its values and best practices. Awareness skyrocketed! Some 83% of viewers found the campaign’s message relevant to their organizations. Plus, 42% of investors were left with a more favorable impression of a stock-listed company, as Invesco’s brand association jumped 64%.
Affiliated Agency: GRP Media
Credits: CNN/Courageous Colleen Puglisi, Video Director Rich Butterworth, Video Director Mahala Gaylord, Video Director Dominique Prudente, Line Producer Mandy Goldberg, Line Producer Kate LaBrecque, Senior Manager, Activation Pikey Holdredge, Content Strategist/Video Director Paul Sundue, VP, Creative Director Michal Shapira, SVP, Content Partnerships Otto Bell, Chief Creative Officer Sean Brown, Design Director Tatyanna Morris, Design Project Manager Marites Algones, Senior Graphic Designer Andy Landowski, Web Developer Ben Black, Web Developer Evan Worsham, Motion Graphics Artist Leland James, Editor Ben Franklin, Editor Christian Mrozcka, Editor Charlie Sato, Post Production Supervisor Brad Kimbrough, Associate Editor Matt Chao, Associate Editor Josh Mackin, Writer Jenna Milly, Writer Erik Rhey, Writer/Content Strategist Igor Kropotov, Director of Photography Owen Hamilton, Director of Photography Laurie Rhodes, Photographer Mary Zitnik, Field Producer Kaitlin Fontana, Field Producer Josh Braunreuther, Assistant Camera Nejc Poberaj, Assistant Camera Marcus Odom, Assistant Camera Cassandra Evanisko, Post Producer Invesco Emily Pachuta, Chief Marketing Officer Jon Holding, Head of Acquisition Marketing Jill Baar, Director of Advertising Programs Katy Brady, Director, Brand Activation & Experiences Stephanie Fiset, Manager, Advertising & Media Cate Megley, Brand Activation Manager; AT&T Business Vertical Content Program by Hearts & Science for AT&T Business
AT&T Business wanted to underscore how businesses can gain edge with its B2B solutions. An alliance with top publications, 'Bloomberg,' 'Washington Post,' 'Quartz' and 'The Atlantic," focused on the future of food, work, water, etc. — and explained how AT&T is responding to market demands. The customized content, mobile videos and short documentaries, yielded sizable results: Nearly 3 million total views with a 48% lift in favorability for AT&T Business. WaPo’s “Journey to the Edge” earned the most views, almost 600,000.
Affiliated Agency: Bloomberg, Quartz, The Atlantic, Washington Post
Credits: Agency Credits Jeff Fischer, Hearts & Science Sam Guilloud, Hearts & Science Kailia Roti, Hearts & Science Emily Moomey, Hearts & Science

Content Marketing: Every Dog Has Its Ad by MilkMoney, Inc. for Puppo
Pet nutrition company Puppo created a product and service catering to every dogs’ individual dietary needs. Creative agency Colenso BBDO gathered publicly available data through the DOHMH Dog Licensing System within the Department of Mental Health and Hygiene, along with hyper-targeted, zip-code-based OOH through MilkMoney, and created an algorithm to generate a unique personalized ad for more than 100,000 registered dogs. Screens along high-traffic streets, near apartment buildings, pedestrian roads and dog parks within the specified zip codes served the ads. In one week, the ads boosted website traffic by 68% and increased organic searches for Puppo by 144%.
Affiliated Agency: Colenso BBDO: Creative Agency
Credits: Sam Keywanfar, Founder & CEO at MilkMoney; Taylor Veal, Media Planner & Buyer at MilkMoney; Winson Wong, Head of Kinship Labs; Adelyn Zhou, Puppo; Arameh Bozorgi, Account Manager at Colenso BBDO; Nico Hume-Ainsworth, Senior Business Director at Colenso BBDO; Ahmad Salim, Group Business Director at Colenso BBDO; Kimberley Ragan, Creative Director at Colenso BBDO; Kim Ragan, Creative Director at Colenso BBDO; Mike Davison, Creative Director at Colenso BBDO; Emma Tait, Data Strategist at Colenso BBDO; Toyota + The 2019 MTV Video Music Awards by Viacom Velocity for Toyota
Toyota wanted to bring life to its edgy Corolla brand. Viacom Velocity leveraged the cultural impact of the 2019 MTV Video Music Awards to create a multiplatform campaign. MTV and Toyota partnered with the Jonas Brothers on their return to the VMAs after a six-year hiatus. The campaign converted two minutes of Toyota’s commercial inventory into VMA editorial content to create a new storytelling approach. The campaign delivered 69 million impressions, 780,000 engagements, and 4.5 million video views across social. Purchase intent grew to 91%, with 98% of them more likely to associate Toyota with being “edgy” vs. non-viewers.
Affiliated Agency: Saatchi & Saatchi, United Entertainment Group, Zenith Media
Credits: Viacom Velocity: • Matt Newcomb, SVP Integrated Marketing MTV/Viacom Velocity • Beth Trentacoste, SVP Creative Director • Meg Sudlik, VP Creative Production • Jeff Feuerstein, VP Creative Director • Erin Liabo, Sr. Director Integrated Marketing MTV/Viacom Velocity • Gabriel Carrillo, Director Integrated Marketing MTV/Viacom Velocity • Alexis Yumol, Sr. Manager Integrated Marketing MTV/Viacom Velocity • Dana Seiberg, Coordinator Integrated Marketing MTV/Viacom Velocity • Chris Daviau, Sr. Producer, Creative Production Production Company - Gravy Films • Brent Stoller, Executive Producer • Eric Schmidt, Director/DP • Jon Messner, Line Producer New Jersey • Tanya Stephens, Line Producer North Carolina Post Production Company – Stuck in Motion • Thomas Shull, Editor • Deborah Gar Reichman, Post Production Supervisor; Snowpiercing Culture by Mediahub/TNT for Snowpiercer on TNT for TNT
TNT brought the survival story Snowpiercer to the small screen. The story starts after a global consortium blasts millions of tons of particles into the stratosphere in an attempt to reduce global temperatures. The plan backfires and forces the planet through an ice age where surviving humans, who eat bugs for protein, live aboard a continually moving train that never stops. The campaign pulled in Exo, which farms crickets, and their three-Michelin-starred chef, Kyle Connaughton, to turn 4 million crickets into 30,000 peanut butter and jelly protein bars distributed through digital vending machines at San Diego and New York Comic-Cons to attendees and press as a snack.
Credits: TNT: Michael Engleman, Chief Marketing Officer, TNT/tbs Melissa Chambles, SVP, Brand Marketing, TNT/tbs Telmo Tebuas, VP, Brand Marketing, TNT/tbs Heather Crawford, Sr. Director, TNT Marketing Carmen Davenporte-McNeal, Sr. Marketing Manager, TNT Sean Burns, Asst. Marketing Manager, TNT LaTeecha Davis, Digital and Social Media Director, TNT Marianne Mcgoldrick, Social Media Manager, TNT Bailey Bowers, Social Media Coordinator, TNT Bret Havey, SVP Group Creative Director, TNT/tbs Brand Creative Pamela Craciun, VP Creative Director, TNT Brand Creative Brian Parker, Senior Creative Director, TNT Brand Creative Kathryn Allen, VP, Design, TNT/tbs Brand Creative Brett Mason, Art Director, TNT Creative Services Mediahub/Rapport John Moore, Global President, Mediahub Sean Corcoran, US President, Mediahub Laurel Boyd, SVP, Executive Director, R&D Lab, Mediahub Simeon Edmunds, VP, Director, R&D Lab, Mediahub Laura Brandes, Director, Rapport Lauren Cipressi, Associate Media Director, Mediahub Raquel Wilbun, Senior Media Planner, Mediahub

Native Marketing: First-ever digital covers take Google Pixel 3 from the magazine stand to social standout by Essence for Google, Pixel 3
To stress camera capabilities of Google’s new Pixel 3 phone, Annie Leibovitz and other top photographers shot magazine covers for nine Conde Nast titles, including the first-ever digital covers for GQ and Vogue, coinciding with Pixel launch dates and cultural moments: Leibovitz’s Vogue cover of Nick Jonas and Priyanka Chopra launched on their wedding day. That cover went viral overnight, outperforming Vogue's yearly Instagram average. Overall, the campaign generated 200 million social impressions, a first for any Condé partnership.
Credits: N/A; IKEA A Holiday for All by Wavemaker for IKEA
Partnering with Turner Networks’ Great Big Story, Ikea produced four short films featuring actor/activist Nico Tortorella visiting people celebrating winter holidays in diverse ways, including LGBTQ “chosen family” enjoying Thanksgiving; singer Kinky Friedman having a Texas Hanukkah. Content appeared on social, OTT (via CNN) and on-air vignettes on TNT. Product-focused cut-downs brought consumers closer to purchase, with 24-point lift in awareness of IKEA during holidays.,14+ point lift in being brand considered for holiday needs.
Affiliated Agency: Ogilvy (Creative Agency) - Brand Platform Development
Credits: Kelly Niszczak -- US Media Specialist (IKEA) Joy Kelly -- Marketing Manager (IKEA) Samantha Kursh -- External Communication Specialist (IKEA) Chelsea Hartman -- Manager, Content & Experiences (Wavemaker) Lynn Sladowski – Senior Partner, Senior Director, Content & Experiences (Wavemaker) Sarah McLaughlin – Partner, Senior Director, Content & Experiences (Wavemaker) Lucas Vaughan – Senior Associate, Content & Experiences (Wavemaker) Gianina Galatro -- Manager, Content & Experiences (Wavemaker) Caroline Tran – Senior Partner, Group Director (Wavemaker) Ronen Benatar -- Director, Digital Investment (Wavemaker) Conor Mitchell – Manager, Digital Investment (Wavemaker) Ainsley Burton – Manger, Integrated Planning (Wavemaker) Megan LaFleche – Senior Associate, Digital Investment (Wavemaker) Amanda Franklin – Associate, Digital Investment (Wavemaker) Jessica Kudlacik, Content Partnerships Manager (Turner Networks) Danielle Ward, Content Partnerships Manager (Turner Networks) Ray Zablocki, Director / Producer (CNN Courageous) Jordan Shavarebi, Director / Producer (CNN Courageous); Dove Project #ShowUs by Mindshare for Dove
To shatter beauty stereotypes too often perpetuated by media. Dove partnered with Getty Images and Girlgaze for Project #ShowUs, a more-inclusive stock photo library created by women. Dove partnered with Hearst pubs including Cosmo, Harper’s Bazaar and Elle, which were given access to the #ShowUs images, natively infusing them in May Beauty Issues. Over 90% agreed that Dove “shows that diversity and representation in media is possible,“ and “inspires women to feel more confident about the way they look.”
Affiliated Agency: Publicis Sapient (Creative & Social); Edelman (PR)
Credits: Molly Kennedy (Brand Director, Dove Masterbrand); Hannah Burns (Senior Global Brand Manager, Dove Masterbrand); Jovan Martin (Unilever Media, Senior Media Manager) Chris McCraw (Director, Mindshare): Michelle Morgan (Manager, Mindshare); Evan Spector (Print Investment Lead, Mindshare); Joey-Lyn Addesa (Managing Director, Mindshare); John Antoniello (Creative Lead, Publicis Sapient); Jen Berry (Account Lead, Publicis Sapient); Stephanie Walker (Digital Director, Mindshare); Zinmin Zhang, (Associate Digital Director, Mindshare); Aaron Kim (Digital Manager, Mindshare); Michael Emerson (Associate Creative Director, Publicis Sapient); Jessica Manfredi (Social Director, Publicis Sapient); Hetal Patel (Client Partner, Publicis Sapient); Mikaela Curtin (Project Manager, Publicis Sapient); Taiyo Kitagawa (Senior Art Director, Publicis Sapient); Sharelyn Devonish (Vice President, Edelman); Keri Palazzolo (Senior Account Supervisor, Edelman)

Creative: Be The Better Man by AMP Agency for Just For Men
Just For Men moved beyond its previous product-focused marketing approach with a new brand voice exemplified by the tagline “Be the better man you are — and look the part.” The anthem spot exhorted men to be themselves, “not the man from the movies,” and included shots of many kinds of men, including a tattoo-bedecked fellow putting on eyeliner. The more-inclusive, theme-oriented messaging worked, with a 2% YoY increase in units sold, and 225% YoY increase in site traffic.
Credits: Kazi Ahmed, VP Media - AMP Agency Sascha Lock, Group Media Director - AMP Agency Paula Berkel, Media Director - AMP Agency Nikki D’Amato, Media Planner - AMP Agency Jessica Grill - Media Coordinator - AMP Agency Colin Booth, Executive Creative Director - AMP Agency John DeGray, Associate Creative Director - AMP Agency Todd Fenton, Graphic Designer - AMP Agency Reilly Harmer, Copywriter - AMP Agency Kelly VanWart – Video Producer – AMP Agency Greer Pearce, VP Strategy - AMP Agency Essane Diedro, Senior Account Executive - AMP Agency; Every Dog Has Its Ad by MilkMoney, Inc. for Puppo
To introduce its brand to New York City, Puppo, which personalizes its dog food by breed and dietary needs, also personalized its ads. Extracting information publicly available through the NYC dog licensing registry, Puppo customized ads according to dog name, breed and message. Hyper-targeted, zip-code-based OOH posters and a vast digital network of LinkNYC screens were put up within dog-walking distance of each owner. Results: Website traffic up 68%, organic searches for Puppo up by 144%.
Affiliated Agency: Colenso BBDO: Creative Agency
Credits: Sam Keywanfar, Founder & CEO at MilkMoney; Taylor Veal, Media Planner & Buyer at MilkMoney; Winson Wong, Head of Kinship Labs; Adelyn Zhou, Puppo; Arameh Bozorgi, Account Manager at Colenso BBDO; Nico Hume-Ainsworth, Senior Business Director at Colenso BBDO; Ahmad Salim, Group Business Director at Colenso BBDO; Kimberley Ragan, Creative Director at Colenso BBDO; Kim Ragan, Creative Director at Colenso BBDO; Mike Davison, Creative Director at Colenso BBDO; Emma Tait, Data Strategist at Colenso BBDO; Putting TriHealth's Marketing in Intensive Care. We Saw a Full Recovery. by Empower for TriHealth
To get consumers in the Cincinnati area to see TriHealth as a complete healthcare system, Empower launched a campaign over a wide range of media touting the company’s abilities in fields including obstetrics and pediatrics. The agency also unified the look of messages using the brand’s colors, and updated to a friendly, humorous tone, featuring items like a baby counter billboard to showcase TriHealth’s delivery experience. Results: Within only 6 months of campaign launch, a 6% lift in awareness.
Credits: Tinus Strydom, Chief Creative Officer at Empower Terry Dillon – Director, Creative at Empower Amie Senich – Director, Account Service at Empower Denise Halpin – SVP, Business Leader at Empower Sharon McCafferty, - VP Strategy at Empower Sean Dana – Sr. Director, Creative at Empower Iris Sunshine – Assoc. Director, Programmatic at Empower Cheryl Gilligan – Director, Program Management at Empower Erin Dunigan – Director, Print and OOH at Empower Lisa Elmendorf – Associate Director, Print at Empower Katie Martin – Sr. Specialist, Social Media at Empower Kathy Fessler - Associate, Social Media at Empower Allie Snyder – Senior Specialist, Digital at Empower Allison Reebie – Sr Director, Research at Empower Nathan Billman – Market Specialist, Research at Empower Rob Whitehouse – VP, Marketing Communications at TriHealth Joyce Battoclette – Manager, External & Digital Marketing Communications at TriHealth Denyse Reinhart – Senior Consultant, External Marketing Communications at TriHealth Emily Kitzmiller – Marketing Communications Consultant at TriHealth

Media Plan: Dove Men+Care #TakeTheTime by Mindshare Canada for Unilever, Dove Men+Care
While increasing its brand sentiment, Dove Men+Care drove the Canadian conversation about parental leave after new legislation was passed, skillfully using a variety of media, from social to interactive OOH kiosks to online video to a website poll. Spots used emotional clips of the relationship between father and child, juxtaposed against negative online comments about paternity leave. Results: 15K+ organic branded engagements, a 300% jump, and the the highest level of engagements on conversations about parental leave.
Affiliated Agency: Ogilvy, Edelman, Unilever
Credits: Dove Men+Care Credits Media Agency: Mindshare Canada Manager, Media Planning: Nevena Petkovic Account Manager, Social: Nataliia Lapun Senior Associate, Digital Trading: Michael Hufana Account Supervisor, Social: Amy Turkovich Strategy Director: Michael Marcy Ogilvy Credits: Chief Creative Officer: Brian Murray Art Director: Samiir Mussa Copywriter: Max Oss Rech Copywriter: David Weaver Broadcast Producer: Sharon Nelson-Bailey Print Pro Producer: David Scanlon Account Lead: Aviva Groll Account Supervisor: Beth Blatch Account Executive: Kemal Sehoglu Strategic Planning Director: Michelle Lee Planner: Robyn Hutman Production: Production House: Spy Films Director: Tamir Moscovici Production House Producer: Matt Wiele DOP: Tamir Moscovici Editing House: Outsider Editorial Editor: Chris Murphy Assistant Editor: Calum Moore Audio: Toast and Jam Client: Unilever, Senior Marketing Director: Daniel Alter Unilever, Dove Marketing Manager: Leslie Golts Unilever, Dove Men+Care, Brand Manager: Kristen Denega Unilever, Dove Men+Care, Assistant Brand Manager: Courtney Dodds PR Agency: Edelman Canada Account Director, Client Strategy: Kristine Moshonas Account Director, Influencer: Sara Rezaee Senior Account Executive, Earned Media: Max Mosher Account Director, Crisis and Risk: Sarah Attia Senior Manager, Insights and Analytics: Richelle Batuigas; AXE X Marvel Multiverse by Mindshare for Unilever, AXE
Axe partnered with Marvel to create high school superheroes The Fresh Men, proceeding to recruit teenage body spray users through a video series, comic book, and Spotify mixtape --plus cinema trailers, social media and search tied to the theatrical release of “Spider-Man: Far From Home.” Digital video, display, and audio ads wove the elements together. Results: a 7.8% lift in consideration among Gen Z, with 80% recalling the cinema trailers, and 50% of boys wanting more Fresh Men content.
Affiliated Agency: Edelman - Public Relations Firm; Code & Theory - Digital/Interactive Agency
Credits: Rob Master - VP of Media and Digital Engagement - Unilever Mark Lodwick - Director, AXE - Unilever Kevin Tolson - Brand Manager, AXE - Unilever Nicole Towner- Associate Brand Manager, AXE - Unilever Joey-Lyn Addesa - Managing Director- Mindshare Janet Levine - Leader, Invention+ - Mindshare Alexandra Spaseff - Director - Mindshare Tiffany Li - Associate Director - Mindshare Matthew Mintz - Associate Director - Mindshare Nick Punwani - Manager - Mindshare Ethan Hague - Manager - Mindshare Darren Farinas - Director, Digital - Mindshare Michael Hausch - Manager - Mindshare James Austin - Manager - Mindshare Alejandro Navas - Sr. Associate - Mindshare Philip Tabak - Sr. Supervisor - Edelman Mike Shriner - SVP - Edelman Christopher Hall - Associate Creative Strategy Directory - Code & Theory Thao Le - Sr. Producer - Code & Theory; Mall of America "Holiday" by Ciceron for Mall of America
To increase shopping traffic and sales during the 2018 five-week holiday window, Minnesota’s Mall of America (MOA) used such media as connected TV video and Spotify audio ads to drive 25-54 year-old digitally active moms to the venue. Once there, social and digital ads delivered to their mobile devices provided details of such shopping promotions as free admission to Nickelodeon Universe. Creative was tagged, allowing MOA to attribute awareness tactics with actual foot traffic to the mall.
Affiliated Agency: N/A
Credits: Jody Biagini—Director, Media Strategy & Planning; Ciceron Mary McDaniel—Media Planner; Ciceron Jody Biagini—Director, Media Strategy & Planning; Ciceron Samantha Juhn Flood—Account Supervisor; Ciceron Ashley Evenson—Director, Emerging Media & Architecture; Ciceron Phil Davis—Director, Social Marketing; Ciceron Jack Buchner—Social Media Manager; Ciceron Amber Verhulst—Director of Search & Analytics; Ciceron Anita Mazurek—Senior Project Manager; Ciceron Coley Lind—Digital Designer; Ciceron Sam Landman—Senior Writer; Ciceron Heidi Brink—Digital Production Artist; Ciceron Sarah Townes—VP of Marketing; Mall of America Anne Tallman—Marketing Director; Mall of America Sara Johnson—Integrated Marketing Manager; Mall of America

New/Emerging/Experimental Media: #eyeslipsface Hashtag Challenge on TikTok by Movers+Shakers by e.l.f. Beauty for e.l.f. Beauty
e.l.f.’s original song was carefully structured to be a hit on TikTok and then became the fastest challenge to reach 1b views in just 6 days on the Gen Z platform. It crossed into the mainstream, sparking social media and even A-List celebs participated in the conversation; Over 70K Spotify playlists streamed the song more than 5M times. It garnered 59m media impressions worth $4.7m in PR.
Affiliated Agency: Movers+Shakers, Creative
Credits:
Movers + Shakers, e.l.f. Cosmetics, TikTok, Tinuiti, iLLWayno, HollaFyeSixWun; Connecting Safelite with an Unplugged Audience by Horizon Media for Safelite
Launching the industry’s first connected TV campaign, the campaign first divided viewers into two groups who either received SafeLife ads or PSAs. Moving beyond conventional IP addresses, the tracking linked 1st ad 3rd party data set to build a bigger picture of who watched the spot. Conversions across devices, up to 30 days after ad exposure, exceeded initial 7% lift goal by a nearly 11x margin and reached statistical significance at 100% confidence across all measured KPISs, like site visits and buyflow entries.
Affiliated Agency: Ron Foth, Creative Agency
Credits: Gene Turner, EVP, Chief of Horizon Next Mia Cosgrove, EVP, Managing Partner, Horizon Next Katie Comerford, EVP Managing Partner, Horizon Next Juliana Roding, SVP Managing Director, Horizon Next Chris Owen, SVP Managing Director, Horizon Next Rob Pecci, VP Digital, Horizon Next Jared Del Pret, Media Director, Digital, Horizon Next Julie McCarthy, Associate Media Director, Horizon Next Donnie Williams, EVP, Chief Digital Officer, Horizon Media Monica Capelan, VP, Programmatic Planning, HX, Horizon Media Navneet Singh, Director Programmatic Buying, Horizon Media Stephanie Liew, Analyst, Performance Media, Horizon Media; Krispie Kitchen by Starcom & Leo Burnett Chicago for Kellogg's / Rice Krispies Treats
Combing technology and cooking, this campaign invited users to prompt Google Assistant, “Hey Google, talk to Krispie Kitchen,” and they were invited to enjoy the first-of-its-kind, interactive adventure combining stories and Rice Krispies recipes. Parent influencers spread the word, reaching 20m, with 1.6+m views and 45+K engagements. Also, there was a 5.3% hike in base sales for the holiday period.
Affiliated Agency: Google, Reach Agency, Rehab
Credits: -

Multicultural/LGBT Media: P&G - Out of the Shadows and Queer City: A CNN Experience by Courageous Studios for P&G
The initial fight for gay recognition at Procter & Gamble was profiled in “The Words Matter” documentary. Generating nationwide coverage and awards, it birthed “Out of the Shadows,” which tells the true story of gay and lesbian employees at P&G’s Cincinnati headquarters who fought for equal rights in the workplace in the 1990s. “Out of the Shadows,” airing on CNN, reached nearly 7.4 million people, and was watched nearly 1.5 million times. It also drove positive brand sentiment for P&G.
Affiliated Agency: N/A
Credits: Brent Miller - Executive Producer - P&G Otto Bell - Executive Producer - Courageous Courtney Coupe - Executive Producer - Great Big Story Sadie Bass - Producer - Great Big Story Paul Sundue - VP, Creative Director – Courageous Dan Seith - Director of Content Partnerships - Courageous Mark Trent - Director - Courageous Michael Pasquariello - Editor - Courageous Rebecca Cannon - Editor - Courageous Emily Chao - Editor - Courageous Laura Jespersen - Archival Producer - Courageous Joel Blanco - Line Producer - Courageous Mark Trent - Director of Photography - Courageous Chris McMillon - Assistant Camera - Courageous Mickayla Pence - Hair and Makeup - Courageous Ken Petrosky - Sound Mixer - Courageous Keith Rentz - Sound Mixer - Courageous Chris Beaudry - Sound Mixer - Courageous Brad Kimbrough - Assistant Editor - Courageous Matt Chao Assistant - Editor - Courageous; Making Beautiful Possibilities Accessible to All by Mediahub for Ulta Beauty
The Girls United initiative gave six young black women a meaningful chance to experience mentorship and shape the future of Ulta Beauty. The millennials, with input from Essence and Ulta Beauty executives, created a beauty capsule collection — concept to development to marketing. The experience was distributed across the Girls United platform on essence.com, as well the companies’ social channels, earning more than 3 million video views. Plus, each girl received a $10,000 scholarship for continuing education. Now, that's beautiful.
Credits: Mediahub Shea Kelly, SVP Group Media Director, Mediahub Julia Kasyuk, VP Associate Media Director, Mediahub Sarah Morgan, VP Associate Media Director, Mediahub Vanessa Higgins, VP Group Media Director, Mediahub Tate Beaudouin, Associate Media Director, Mediahub Ulta Beauty Cheryl Sone, Director of Media, Brand Marketing Karla Davis, Senior Director, Integrated Marketing and Media Shelley Haus, Senior Vice President, Integrated Marketing Lisa Lu, Senior Marketing Manager Stacey Algee, Associate Manager, Integrated Marketing ESSENCE Cara Walker, Associate Director, Marketing (no longer with ESSENCE) Cassandre Charles, VP, Brand Marketing Anna Yakhnich, Creative Marketing Director, Essence Michelle Okeke, Marketing Manager 19th & Park Production Agency Whitney Headen, CEO Nicole Januarie, Director Tahira White, Co-Founder, Femaris Pena, VP Group Media Director, Maria Bongiovanni, Associate Comms Planning Director, Raquel Wilbun, Senior Media Planner; Queerty Presents That's Our Sally, In Partnership with Gilead Sciences by Q.Digital for Gilead Sciences
To increase PrEP (“Pre-exposure prophylaxis”) usage among the LGBTQ community to prevent HIV, Gilead enlisted “Drag Race” fave Trixie Mattel. In three cheeky videos, send-ups of 1960s commercials, the ads targeted millennials and GenZs. Trixie goes on the pill to protect her health, promoting a message about safe sex and personal responsibility. The video series scored 189,000 views across Queerty’s website, YouTube and Facebook, with 848 hours viewed. Audience retention rates were almost 50% higher industry benchmarks. Fabulous results.
Credits: John Halbach, Director of Video & Social Media, Q.Digital
John Halbach (Q.Digital Director of Video and Social Media) – Writer, Director, Producer; Robert Edgecomb - Director of Photography; Daniel Vincent Gordh – Editor; Kevin DeKimpe - Sound Mixer; Christina “Teenie” Ortiz – AC; Leonora Anzaldua Burke - G&E; William Lawrence - Assistant Director; Luca Fiorello – PA; Trixie Mattel – Sally; Navaris Darson - Sally’s Husband; Adrian Anchondo – Milkman; Daniel Vincent Gordh – Brad; Biqtch Puddin’- Veronica; Aaron Marcotte - Teacher

Online Media: Branding: Expanding the LifeProof Brand to Go Beyond (Hard) Core Users by Vladimir Jones and Otter Products for Otter Products – LifeProof
LifeProof’s first foray beyond the X Games crowd used summer music festivals to reach new buyers through things like digital messaging through geo-fenced social tactics; contextually relevant podcasts; and dynamic ads to users who viewed or placed a product in their shopping cart but didn’t convert. Overall, 43.6m impressions across SF, Dallas, LA, Chi and Den. with 360,000 users visiting the site.
Credits: - Jonathan Neugebauer, Senior Media Planner, Vladimir Jones - Andrew Dvorscak, Digital Coordinator, Vladimir Jones - Bill Leonhardt, Digital Strategy, Otter Products - Meghan Hammit, Digital Strategy, Otter Products; Triggered by Premier Protein by Exverus Media for Premier Nutrition/Premier Protein
While other protein shake brand site views declined, this campaign increased Premier Protein’s site visits 18% by realizing the triggers that entice potential drinkers. Using Google’s Director’s Mix technology, Premier Protein created 200 unique videos from one set of custom assets that specified activities, such as barre lovers and Cross fit fanatics. There were more than 20m views and 52m impressions; 40% View-through-rate, 62% above YouTube benchmarks. The campaign notably lifted all five Google brand metrics, rare among brand campaigns.
Affiliated Agency: Smith Brothers Agency – Creative
Credits: Talia Arnold, Head of Strategy, Exverus Jeremy Lopez, Associate Media Director, Exverus Ben Pablo, Search & Performance Manager, Exverus Monique Jimenez, Assistant Media Planner, Exverus William Durrant, Director, Exverus Cathy Bowen, Creative Director, SBA Geoff Hoskinson, Art Director, SBA Kaili Doud, Copy Writer, SBA Molly Dilts, Copy Writer, SBA Lindsey Smith, Chief Creative Officer, SBA Milla Stolte, Chief Strategy Officer, SBA Bianca D’Elia, Account Director, SBA Kristin Hanne, Project Manager, SBA Chris Rutter, Creative Specialist, Google Jackie Stern, Sr. Account Manager, Google Neil Halpin, St. Client Lead, Google Priya Kumar, Brand Manager, Premier Nutrition; Umbrellas Everywhere by Mediahub for Netflix - The Umbrella Academy
Netflix’s Umbrella Academy ran a series of clever custom takeovers designed around the show weather-inspired themes. The Weather app reached 44.6m people by leveraging data to serve creative only in markets where it was actually raining. The campaign got 18M earned impressions, with Mashable delivering over 300% to goal in a first-to-market execution for the site; Rolling Stone’s interaction rate was 3x higher than any of their previous campaigns. In its 1st 4 weeks on the platform, the series was watched by 45m member households
Credits: Netflix & Mediahub: Michael Rossetti, Marketing, Netflix Elisa Helton, Digital Producer, Netflix John Moore, Global President, Mediahub Sean Corcoran, U.S. President, Mediahub Christine Bradt, SVP, Group Media Director, Mediahub Laurel Boyd, SVP, Director of R+D Lab, Mediahub Simeon Edmunds, VP, Director of R+D Lab, Mediahub Trevor Kaminsky, Assistant Content Creator, R+D Lab, Mediahub Doug Leasure, Senior Media Planner, R+D Lab, Mediahub Alli Blender, VP, Group Media Director, Mediahub Sara Hilgendorf, Media Supervisor, Mediahub Sophie Turner, Senior Media Planner, Mediahub Vanessa Hughes, Assistant Media Planner, Mediahub Red Interactive: Kristin Varraveto, Producer, Red Interactive Claire Miyamoto, Designer, Red Interactive Alex Kjellman, Account Manager, Red Interactive Andrew Dowis, Developer, Red Interactive

Outdoor Media: The Shape of History by UM LA & Courageous Studios for Hulu / The Handmaid's Tale
The third season of “The Handmaid’s Tale” was driven by an innovative OOH campaign that reclaimed women’s power. Since less than 3% of all NYC statues are of women, their history was invisible. “The Shape of History” effort erected 140 new female statues – equaling the 145 of men. Abstract female shapes made of mirror, they reflected the women who engaged with the creative. The message — “Create the future you want to see” — scored, delivering the highest TV “Tale” viewership ever!
Affiliated Agency: Media Owner: CNN; Branded Content: Courageous Studios
Credits: UM LA: Brittany Hoffman, Wendy Aldrich, Kacie Sage, Julianna Ossa; Hulu: Kendra Upham, Kristina Stavros, Calley Carter, Ashley Rappoport, Becky Wolke, Trisha Choate, Jason Branta, Josie Brown, Casey Reed, Joette Solano, Maddie Schafer, Kelly Campbell, Barrie Gruner, Ryan Crosby; Courageous: Kimb Luisi, Oona Hemmi, Sean Brown, Hana Jakobs, Otto Bell, Amy Tunick, Paul Sundue, Elaine Casap, Grayson Holt, Evan Worsham, Michael Southworth, Irina Gilbertson, Danielle Ward, Natasha Marrache; Chronicling by Bailey Lauerman for Omaha Public Power District
The Omaha Public Power District needed to prove its worth to the public. To up its image and reinforce its value to the community, a 41-day real-time campaign reported on what OPPD did, from troubleshooting outages to safeguarding ground water. Those reports were transformed into media executions in specific social, radio, online and OOH channels. Serviced counties got an education, and the “Chronicling” campaign produced a rise in JD Power’s Customer Satisfaction Index ranking: from No. 8 to No 2.
Credits: Greg Andersen, CEO, Bailey Lauerman; Carter Weitz, CCO, Bailey Lauerman; Jessica Jarosh, Head of Account Leadership, Bailey Lauerman; Jocelyn Houston, Account Supervisor, Bailey Lauerman; Casey Stokes, Associate Creative Director, Bailey Lauerman; Lacey Rouse, Senior Copywriter, Bailey Lauerman; Jared Brdicko, Designer, Bailey Lauerman; Megan Storm, Media Director, Bailey Lauerman; Bri Olson, Media Coordinator, Bailey Lauerman; Kathleen al-Marhoon, Head of PR, Bailey Lauerman; Emily Mazurek, Senior Social Strategist, Bailey Lauerman; Thomas Irvin, Production Manager, Bailey Lauerman; Hannah Murray, Finish Artist, Bailey Lauerman; Kate Thomas, Director of Corporate Marketing & Communications, OPPD; Laura King-Homan, Writer, OPPD; Cris Averett, Photographer, OPPD; Kim Wear, Social Media Manager, OPPD;; Making it Rain for the Umbrella Academy by Mediahub for Netflix - The Umbrella Academy
To draw devotees to Netflix’s “The Umbrella Academy,” based on Gerard Way’s popular graphic novels, the streamer found a clever way to celebrate emo love. One super-fan couple won, via a social-net campaign, to a free “Umbrella Academy”-themed wedding in Bryant Park — and a post-nuptial visit to a pop-up Griddy’s Doughnuts, per the comic. The work nabbed 60 million earned impressions and 8,800 wedding tweets. The best gift for Netflix: 45 million households viewed the series in the first month.
Credits: Netflix & Mediahub/Rapport: Michael Rossetti, Consumer Marketing, Netflix Caitlin Peterson, Consumer Marketing, Netflix Steven Dawson, Creative Marketing Production, Netflix John Moore, Global President, Mediahub Sean Corcoran, U.S. President, Mediahub Christine Bradt, SVP, Group Media Director, Mediahub Laurel Boyd, SVP, Director of R+D Lab, Mediahub Simeon Edmunds, VP, Director of R+D Lab, Mediahub Trevor Kaminsky, Assistant Content Creator, R+D Lab Doug Leasure, Senior Media Planner, R+D Lab Alli Blender, VP, Group Media Director, Mediahub Sara Hilgendorf, Media Supervisor, Mediahub Sophie Turner, Senior Media Planner, Mediahub Vanessa Hughes, Assistant Media Planner, Mediahub Brendan Marrese, VP, Associate Media Director, Video Investments Emily Misiewicz, Media Supervisor, Video Investments Mike Cooper, Global President and CEO, Rapport Molly McCarthy, VP, Print Production, Rapport Rose Milgrom, Production Studio Manager, Rapport Alex Stark, Account Executive, Rapport Doner Perry Cottrell, SVP, Director of Client Service, Doner Autumn Hines, Executive Producer, Doner Brynn Malek, Associate Creative Director, Doner Ralph PanUp Productions

Performance Media & Marketing (including Direct Response, TV, Email, etc.): Pioneering Privacy-First Personalization with New Machine Learning Tool by Essence for Google
Essence used Google Cloud's Natural Language API to evaluate the context of an article using text and images, analyzing nearly 3,000 articles, generating two contextual pieces of ad copy per item. It led to 1,000 unique pieces of text served on The Guardian. It produced a 5.1% lift in purchase consideration for Google Home Mini in the first live test with The Guardian, and saved hundreds of hours in trafficking individual placements. It also provided the ability to target dynamic ads using publisher data versus user data.
Credits: N/A; Yellow Brick ("TV Everywhere") by Hewlett Packard Enterprise for Hewlett Packard Enterprise
Hewlett Packard Enterprise wanted to raise awareness for its hybrid cloud tools, so it turned to TV with a limited budget and programmatic to develop a hyper-target spot for its Yellow Brick campaign. HPE bought advertisements on Sunday AM news shows such as State of the Union and Inside Politics on CNN. Through Addressable and CTV, HPE reached a hyper-targeted segment of C-suite and senior IT professionals with the message “the cloud can take you places, but you also know the journey can be a whirlwind.”
Affiliated Agency: Publicis WW (creative), Digitas (media)
Credits: Marissa Freeman, Chief Brand Officer, HPE Chris Drago, Head of Global Media and Social Marketing, HPE McKaela Doherty, Head of Brand & Advertising, Content, Comms Planning, HPE Adam Benaroya, Head of Global Media & Performance Marketing, HPE Meghan Buonamici, Head of AMS Media, HPE Elena Chacko, Brand & Advertising, HPE Armando Gonzalez, Media and Social Marketing Coordinator, HPE Stephanie Kaplan, SVP Media, Digitas Scott Herring, Chief Client Officer, Publicis WW Matt McKay, Executive Creative Director, Publicis WW; SHE IS COMING by MilkMoney, Inc. for Miley Cyrus
Miley Cyrus created an OOH campaign featuring a dedicated hotline where fans could call in to hear a pre-recorded messages and clips of unreleased music. Callers also were invited to leave her a voicemail. The four-week hotline campaign ran in numerous cities on billboards, buses, boats, transits, and bus shelters. Cyrus booked the ads herself via the MilkMoney mobile web app while on tour in Europe. The campaign generated 105 million impressions, 100 million earned impressions, and generated more than 1 million calls and texts from fans worldwide.
Credits: Sam Keywanfar: CEO & Founder of MilkMoney Taylor Veal: Media Planner & Buyer at MilkMoney Miley Cyrus Tish Cyrus: Manager Adam Leber: Manager at Maverick

Print (magazines and newspapers): Dove Project #ShowUs by Mindshare for Dove
Beauty is subjective; confidence isn’t. To shatter worn stereotypes, Dove partnered with Getty Images and Girlgaze for Project #ShowUs, the world’s largest stock photo library created by women. The collection features 5,000+ photos of women from 39 countries, boasting various ethnicities, ages and sizes. Hearst magazines Cosmo, Harper’s Bazaar, O Magazine, Elle and Marie Claire published the #ShowUs images in beauty issues. Twenty million women saw work that celebrated female diversity and reality.
Affiliated Agency: Publicis Sapient (Creative & Social); Edelman (PR)
Credits: Molly Kennedy (Brand Director, Dove Masterbrand); Hannah Burns (Senior Global Brand Manager, Dove Masterbrand); Jovan Martin (Unilever Media, Senior Media Manager) Chris McCraw (Director, Mindshare): Michelle Morgan (Manager, Mindshare); Evan Spector (Print Investment Lead, Mindshare); Joey-Lyn Addesa (Managing Director, Mindshare); John Antoniello (Creative Lead, Publicis Sapient); Jen Berry (Account Lead, Publicis Sapient); Stephanie Walker (Digital Director, Mindshare); Zinmin Zhang, (Associate Digital Director, Mindshare); Aaron Kim (Digital Manager, Mindshare); Michael Emerson (Associate Creative Director, Publicis Sapient); Jessica Manfredi (Social Director, Publicis Sapient); Hetal Patel (Client Partner, Publicis Sapient); Mikaela Curtin (Project Manager, Publicis Sapient); Taiyo Kitagawa (Senior Art Director, Publicis Sapient); Sharelyn Devonish (Vice President, Edelman); Keri Palazzolo (Senior Account Supervisor, Edelman); Reranking the Rich by Mediahub for Nuveen
Nuveen reappraised wealth — how billionaires contributed philanthropically. It re-ranked Forbes’ “400 rich list” by positive impact, rather than dollar amount, researching tax forms, public filings, press releases. Donald Trump claims charitable giving — but he’s in the bottom 20% — with only $252M in actual worth. Nuveen’s reassessment paid off. With $12.3M value in one week, 156M impressions, and driving a 31% increase in advisor recommendations, real value wealth was redefined. Warren Buffett says the scorecard “will clearly change giving behavior.”
Credits: ALEX GORDON, VP, GMD, MEDIAHUB PAUL REISS, VP, Sales, FORBES MARTY WILLIS, CMO, NUVEEN REISS LACKEY, MD, NUVEEN MARY MCCALL, MD, NUVEEN; Pavlovian-response Scented Ad by Goodby Silverstein & Partners for Liberty Mutual
To compete with bigger insurance companies, Liberty Mutual took a tactical turn. In the less-is-more strategy campaign, Liberty Mutual went specific: insurance for new cars. But what triggers that memory? The new-car smell. To prime users’ connection with new cars, bright yellow newspaper print ads became the vehicle of communication — with a smell twist — letting Liberty pitch a personalized package. A local print ad for 20K people reached 50 times that amount. Call it a victory for science.
Credits: Client: Liberty Mutual Chief Marketing Officer: Emily Fink VP, Brand and Integrated Marketing: Jenna Lebel Director, Broad Reach Media: Lisa Paige Program Manager, Broad Reach Marketing: Rachel Pannullo Goodby Silverstein & Partners: Creative Chief Creative Officer: Margaret Johnson Executive Creative Director: Danny Gonzalez Executive Creative Director: David Suarez Associate Creative Director: Josh Hacohen Associate Creative Director: Jeff Fang Production Director of Graphic Services: Jim King Account Services Managing Partner: Brian McPherson Group Account Director: Chris Ferko Account Director: Cassi Norman Account Manager: Tom Yadron Assistant Account Manager: Haley Grialou Brand and Communication Strategy Head of Brand Strategy: Bonnie Wan Group Communication Strategy Director: Dong Kim SR. Research & Analystics Strategist: Jessica Badrous SR. Brand Strategist: Marisa Perazzelli Business Affairs Director of Business Affairs: Judy Ybarra Print Production Company: Colorbar Graphic Construction Founder: Stephen Cross

Research/Consumer Insights: Scoring an Invite to the Big Game Party Table by Cramer-Krasselt for T. Marzetti/ Marzetti Veggie Dips
The rise of “healthy” dips such as hummus and guacamole, there’s still one major occasion a year where dip is king. The Super Bowl. The shopping behavior research has shown that party planning searches begin immediately following the Conference Championships, two weeks prior to the Super Bowl. By targeting people who were searching for party ideas on social media, Cramer-Krasselt helped Marzetti stand out as a more indulgent snack through leveraged data and determining the timing, platforms, targeting, reach and frequency that helped secure a space on consumers’ Super Bowl party tables.
Credits: Jennifer Mathis, SVP Media Director, Cramer-Krasselt Alison Schulte, SVP Group Account Director, Cramer-Krasselt Rick Hamann, SVP, Executive Creative Director, Cramer-Krasselt Christina Calvit, SVP Group Creative Director, Cramer-Krasselt Kari Grundman, Senior Art Director, Cramer-Krasselt Jon Podulka, Copywriter, Cramer-Krasselt Scott McBurnie, Vice President, Executive Producer, Cramer-Krasselt Laurie Rosko, VP Account Director, Cramer-Krasselt Veronica McGhee, Associate Search/Paid Social Director, Cramer-Krasselt Terrence O'Donnel, Director of Brand Management, T. Marzetti Company; Cross Campaign Audience Centricity Approach by Wavemaker for Tiffany & Co.
In 2019, Tiffany & Co. has set out to change its fragmented media planning approach from collection-based to audience-centric that would ultimately allow for holistic management of messages to audiences. Based on qualitative and CRM analysis, Wavemaker marketing team helped Tiffany & Co refine the targeting approach to drive scale with precision through new prospecting tactics to gain new customers. By revolutionizing media approach and building on the customer journey with data-driven audience insights, the new media strategy drove a 17% revenue increase and 21% growth in AOV.
Credits: Zsuzsa Szemere, Managing Partner, Account Lead, Wavemaker Jamie Finstein, Senior Director, Partner, Digital Strategy, Wavemaker Jason Levin, Senior Director, Digital Analytics, Wavemaker; Every Dog Has Its Ad by MilkMoney, Inc. for Puppo
There are over 100000 dogs in New York City and every one is unique with, unique dietary needs. For its NYC lounch, Puppo, a personalized pet meal company, created a unique ad for every single dog, straying from the generic mass-marketing approach. An algorithm extracted data from publicly available Dog Licensing Dataset which linked each dog to a Puppo health benefit and a modular copy and art direction system generated an individual ad for every dog in NYC. Owere targeted by zip code, and posters ran within dog-walking distance from home, geo targeted digital OOH and digital display, targeting over 100,000 dogs, and resulting in 68% increase in new site users in just one week.
Affiliated Agency: Colenso BBDO: Creative Agency
Credits: Sam Keywanfar, Founder & CEO at MilkMoney; Taylor Veal, Media Planner & Buyer at MilkMoney; Winson Wong, Head of Kinship Labs; Adelyn Zhou, Puppo; Arameh Bozorgi, Account Manager at Colenso BBDO; Nico Hume-Ainsworth, Senior Business Director at Colenso BBDO; Ahmad Salim, Group Business Director at Colenso BBDO; Kimberley Ragan, Creative Director at Colenso BBDO; Kim Ragan, Creative Director at Colenso BBDO; Mike Davison, Creative Director at Colenso BBDO; Emma Tait, Data Strategist at Colenso BBDO

Social Media: Put That S#!t on Twitter by UM New York & Grey New York for McCormick / Frank's Red Hot Sauce
When most people hear the tagline for Frank’s Red-Hot, “I Put That S#!t On Everything,” they think of food. UM New York thought of putting the hot sauce other brands. So, for its #FranksSweepstakes campaign, the agency encouraged Super Bowl viewers to tweet the hashtag along with a chilli emoji (for Frank’s) and an emoji for every brand that advertised during the 2019 Super Bowl. That entered them to win prizes all the way up to a freaking car loaded with cases of Frank’s.
Affiliated Agency: Creative Agency: Grey New York; Production: Townhouse & Macguffin Films; Digital Agency: Reprise
Credits: Jill Pratt, VP North American Marketing Excellence, McCormick & Co.; Alia Kemet, North American Creative & Digital Strategic Director, McCormick & Co.; Marni Kokorus, North American Creative Campaigns, McCormick & Co.; Shelby Silver, Social Media Manager, McCormick & Co.; Veronica Collins, Social Media Specialist, McCormick & Co.; John Patroulis, Worldwide Chief Creative Officer, Grey New York; Jeff Stamp, Deputy Chief Creative Officer, Grey New York; Rob Lenois, Deputy Chief Creative Officer, Grey New York; Jeff Anderson, Executive Creative Director, Grey New York; Brian Mekjian, CD, Art Director, Grey New York; Ryan McCarthy, CD, Copywriter, Grey New York; Reagan Fromm, Art Director, Grey New York; Lesley Scheurmann, Copywriter, Grey New York; Kenny Gold, SVP, Director of Social Media, Grey New York; Joseph Day, Sr. Content Architect, Grey New York; Ben Tauber, Managing Director, Grey New York; Mercedes Campos, EVP, Global Account Director, Grey New York; Sean Griffin, VP, Account Director, Grey New York; Deanna Meyer, Senior Digital Strategist, Grey New York; Laura Konopack, SVP, Activation, Talent & PR, Grey New York; Claire Arendse, Director of Creative Culture / Awards Manager, Grey New York; Samantha Perez, Partner, Portfolio Management, UM; Samantha Boden, Manager, Paid Social, Reprise; James McPherson, Chief Production Officer, Townhouse; Adam Seely, VP, Executive Integrated Producer, Townhouse; Lauren Kulchinsky, SVP Head of Creative Content, Townhouse; Christina Torres, Senior Post Production Producer, Townhouse; Nick Fuglestad, Director, MacGuffin Films; Sam Wool, Executive Producer, MacGuffin Films; #eyeslipsface Hashtag Challenge on TikTok by Movers+Shakers by e.l.f. Cosmetics for e.l.f. Cosmetics
What better way to showcase brand values to Gen Z, than creating a viral TickTok campaign. To highlight its brand promise that “e.l.f. is for every eye, lip and face”, e.l.f. got the whole world dancing to its original “Eyes. Lips. Face.” song sparking the biggest TikTok challenge in history and with consumers contributing 3 MILLION user-generated videos. Due to popular demand, e.l.f. released it on Spotify, iTunes & YouTube, breaking into charts around the world and becoming a truly cultural moment.
Affiliated Agency: Movers+Shakers, Creative
Credits: Movers + Shakers, e.l.f. Cosmetics, TikTok, Tinuiti, iLLWayno, HollaFyeSixWun; Delivering The Package on Reddit by Mediahub for Netflix - The Package
When tasked with promoting The Package, a new Netflix comedy film about a camping trip gone wrong, Mediahub team aimed at meeting key influencers where the were – on reddit. That required tossing the rulebook and created media that could only work on reddit. By mimicking reddit’s long and rambling headlines and tagging the video as NSFW which required verifying the age, Mediahub was able to reach reddit audience the right way, smashing benchmarks and proving reddit users don’t necessarily hate ads, just the ads that aren’t created for them.
Credits: Jessica Nail, Consumer Marketing, Netflix Robin Dybevik, Creative Marketing, Netflix John Moore, Global President, Mediahub Sean Corcoran, U.S. President, Mediahub Christine Bradt, SVP, Group Media Director, Mediahub Laurel Boyd, SVP, Director of R+D Lab, Mediahub Simeon Edmunds, VP, Director of R+D Lab, Mediahub Alli Blender, VP, Group Media Director, Mediahub Kelly Ross, Senior Media Planner, Mediahub Mackenzie Emerson, Assistant Media Planner, Mediahub

TV or Interactive/Enhanced TV: Kellogg’s Pringles “Sad Device” by Innovid for Kellogg's
Big football games need major promo snack attacks. Stackable preferred. A Pringles thirty-second ad spot called “Sad Device”, which included a melancholy Alexa-like device, focused connected TV (CTV) viewers, encouraging them to scan a QR code linking to an Amazon Pringles online store. Engaging users were given a personalized chip flavor combination, resulting in an interactive campaign of 4,224 unique pieces of creative. The campaign push four times higher than normal 6.4% engagement rate. Next year? Perhaps chips delivered by remote control.
Credits: N/A - Kellogg's Pringles, CBS Interactive & Innovid; Do What You Can't Jimmy Fallon by Starcom for Samsung Galaxy S10
Your mobile phone does nearly everything. So why can’t a late night TV show? For Samsung’s newest S10+ phone, NBC's "Tonight Show with Jimmy Fallon" filmed an entire episode -- using just that phone -- taking in Fallon's NYC's romp going to a comedy club, doing interviews and participating with a doo-wop group. All to show big time phone quality to TV viewers. Six million views were recorded for all platforms. Better yet: Samsung S10+ registered 13% higher sales -- during the broadcast -- and higher numbers in the following days. Watch this episode on your mobile phone.
Affiliated Agency: NBC
Credits: -; The Penalty Box by Blue 449 and Digitas (Publicis DDOne) for Dunkin'
Dunkin’ Cold Brew and the NHL partnered in an effort for game played on ice with a drink--on ice. In a TV commercial, Boston Bruins’ David Pastrnak headed to the penalty box, met by a Dunkin’ employee who takes his Cold Brew order. One airing ran live -- during a split screen commercial break -- where the second box featured, in real time, Pastrnak going to penalty box in an actual game! Your real enhanced TV advertising at work! Big goals were scored: Memorability, a 75% number, and purchase intent, 58%. No overtime.
Affiliated Agency: BBDO, Creative agency, developed creative for Penalty Box spot
Credits: Meg Ryan, VP, National Media Investment, Blue 449 Kaitlynn Kortvelesy, Associate Director National Media Investment, Blue 449 Lauren Sciarrotto, Senior Associate, National Media Investment, Blue 449 Liam O'Neill, EVP, Blue 449

2019 Finalists

Creative Media Awards