MediaPost - Creative Media Awards

Creative Media Awards

Branded Entertainment: Brand/Product Placement: Simple Mobile Presents “Full Size Run” by Mediahub for Simple Mobile
For their most prized possession, millennials have a lot of mobile service choices. Simple Mobile, in ambitiously pursuing to be a dominant player, linked up with media company Complex Network and its Full Size Run, a popular digital TV influencer show. The show talks up sneakers, style and comedy with athletes, rappers, and entertainment figures. Sponsored segments and custom graphics boosted business from 12 episodes. Simple Mobile witnessed a 3% increase in brand awareness. But it earned a bigger 45% growth in site visits. Text me now.
Affiliated Agency: The Martin Agency (brand creative agency), Weber Shandwick (digital agency)
Credits: Erin Kelly, VP, Media Director at Mediahub Worldwide Rutvik Kadkol, Senior Media Planner at Mediahub Worldwide Alena Zappa, Assistant Media Planner at Mediahub Worldwide Amanda Leahy, VP, Director of Communications Planning at Mediahub Worldwide Nicole Donnellan, Communications Planner at Mediahub Worldwide Michelle Daidone, SVP, Group Media Director at Mediahub Worldwide; Extra Gum’s Fresh Start at the 2021 VMAs by Velocity, ViacomCBS for Mars Wrigley/Extra Gum
Live music can be a sticky branded entertainment platform. Now, add some gum. Melding with an existing Mars Wrigley Extra Gum campaign, focusing on “re-emerging into society”, MTV figured the big gum brand would work well for its “Video Music Awards” to hype live music returning for consumers after the pandemic. One intensive effort featured pop singer Troye Sivan. Overall the campaign produced more than 30 posts which brought in 18.5 million views, 72 million impressions, and 810,000 engagements. A familiar song is good.
Affiliated Agency: MediaCom, Media Agency
Credits: Beth Trentacoste, SVP Creative Director, Velocity ViacomCBS, Meg Sudlik VP Creative Production, Velocity ViacomCBS, Dayo Harewood, VP Creative Director, Velocity ViacomCBS, John James Goldbeck, Creative Director, Velocity ViacomCBS, Jenny Lee, Executive Producer, Velocity ViacomCBS, Rhi Bergado, Director, LAIR, Erin O’Keefe, VP, Velocity ViacomCBS, Eddie Gutierrez, Sr. Director Velocity ViacomCBS, Nathan Pearson, Sr. Manager, Velocity ViacomCBS, Veronica Austin, Coordinator, Velocity ViacomCBS, David Fernandez, VP, Special Events, ViacomCBS, Alyssa English, Director, Special Events, ViacomCBS, Jennifer Estebo, Senior Manager, Special Events, ViacomCBS, Anica Bustamante, Coordinator, Special Events, ViacomCBS, Kate Roberts, Director of Design, Special Events, ViacomCBS, Leslie Waters - Sr. Associate Brand Manager, Mars Wrigley, Chanel Gant - Sr. Manager Brands & Content, Mars Wrigley, Samantha Sramowicz – Senior Media Manager, Mars, Michael Spinella - Associate Director (Paid Social), Mediacom, Devin Nugent – Supervisor (Planning), Mediacom, Justine Miras – Associate Director (Video Investment) Mediacom; Holey Moley by Colle McVoy for Recreational Boating & Fishing Foundation
Who doesn’t love a good fishing story? Boating and fishing, a long time U.S. recreational pastime, looked for a better image -- especially with younger consumers. Recreational Boating & Fishing Foundation’s TakeMeFishing.org came up with an off-beat approach -- an extreme fishing-miniature golf hole on the ABC’s TV wacky competition show, “Holey Moley”. The “Fishing Hole”, appeared on six episodes, tallied 10 million impressions, a 11% lift in awareness, and 7% better brand favorability. Reeling in a big one.
Credits: Mike Caguin, Chief Creative Officer, Colle McVoy Mike Schwab, VP, Group Account Director, Colle McVoy Dustin Black, SVP, Group Creative Director, Colle McVoy Lydia Choi, Associate Creative Director, Colle McVoy Steve Knapp, Managing Director, Media & Data Science, Colle McVoy Kerry Moore, Media Director, Colle McVoy Chris Rasmussen, Senior Project Manager, Colle McVoy

Influencer Marketing: Walmart & So Yummy 360º Shoppable Campaign by First Media for Walmart
So Yummy teamed up with Walmart to create the first fully shoppable experience. The 12-week campaign featured video series titled Unbox’d. Each episode, three social media stars compete with each other over the most creative, presentable and edible recipe. The challenge is each chef receives a mystery box of ingredients, limited budget and time. All recipes are available for viewers to try at home by making a purchase on Walmart’s website.
Credits: Guy Oranim, CEO, First Media Sharon Rechter, President, First Media Aerin Arkoff Cann, Vice President, Marketing & Client Services, First Media Tess Panzer, SVP, Creative, So Yummy, Blossom & Blusher, First Media Carrie Dole, Vice President, Operations & Production, First Media; Getting Brooklyn Black In Business for VH1 by Mediahub for VH1
VH1’s show “Black Ink Crew” documents the tattoo artists at a New York tattoo shop and the celebrities they cater to. For its 9th season, the show focused around the consequences of the pandemic that drove many Black-owned businesses to permanent closure. By identifying 20 Black-owned businesses in need and providing them with checks to spend on business and promotion, not only did VH1 promote the show, but also helped the local Black-owned businesses stay alive and thrive.
Credits: MTV Shawn Silverman, SVP of Consumer Marketing, MTV Entertainment Group Jyoti Menon-Varkey, SVP of Consumer Marketing, MTV Entertainment Group Megan Happ, Director of Consumer Marketing, MTV Entertainment Group Jonathan Kirkland, Manager of Consumer Marketing, MTV Entertainment Group Emily Crowley, Coordinator of Consumer Marketing, MTV Entertainment Group Mediahub/Rapport Yvonne Cain, SVP, Group Media Director, Mediahub Sarah Pelletier, SVP, Group Media Director, Mediahub Lauren Buscone, Associate Media Director, Mediahub Rachel Carey, Senior Media Planner, Mediahub Laurel Boyd, Chief Creative Media Officer, R+D Lab, Mediahub Simeon Edmunds, SVP, Creative Director, R+D Lab, Mediahub Betsy Rosenbloom, Senior Content Creator, R+D Lab, Mediahub Laura Brandes - Group Director, Rapport Peter Smith - Manager, Rapport; Behind the Drive by ExxonMobil for Mobil 1
Mobil 1 partnered with NBA All-Stars Julius Randle and Karl Anthony Towns to unbox and promote the custom sneakers. As part of the “Behind the Drive” campaign, Randle and Towns give fans an exclusive look into what drives their game on the court but also in their lives off the court. The campaign offered fans a chance to win prizes such as FaceTime with the athletes or a custom Mobil 1 sneaker.
Affiliated Agency: GMR (Sports Marketing), Ketchum (Social), Universal McCann (Media and Branded Content), Weber (PR)
Credits: Jeremy Blair – Mobil 1 Brand Manager – North America, ExxonMobil Andrew Hanna – Global Motorsports and Sponsorship Advisor, ExxonMobil Kevin Simon, Account Director, GMR Marketing Nicole Santagata – VP, Content Director, UM Stephanie Shortell – VP, Partner, Integrated Investment, UM Dylan Travis – Creative Director, UM Ajay Gangwani – Associate Director, Decision Sciences, UM Bobby Ceresia – Senior Associate, Weber Shandwick Alex Snow – Account Director, Weber Shandwick Joe Morgan – Manager, Weber Shandwick Sean Hixson – Senior Vice President, Weber Shandwick Evann Lepro – Director, Ketchum Ty Agens – Designer, Ketchum Meghan Jones - Senior Account Executive, Bleacher Report Melanie Rose - Manager, Integrated Strategy, Bleacher Report Julia Marcellino - Sales Planner, Bleacher Report Sam Goldberg – Producer, Bleacher Report Ben Skipworth – Director, Bleacher Report Evan Silver - Creative Director, Bleacher Report Naveen Lokesh, Senior Manager, Global Partnerships, NBA Jennifer Orris, Associate Manager, Media Partnerships, NBA Ashley Landry, Senior Manager, Global Partnerships, 2K

Branded Entertainment: Contests/Events/Experiential: Built Too Tough by Starcom for Kontoor/Wrangler
Wrangler Jeans faced competition from Levi's and Old Navy, and wanted to create a way to help young guys see the brand in a new light. The opportunity came when Adult Swim's Rick & Morty series, the top show for 18-to-34 males, wrote Wrangler into the finale. The brand created an apparel collection featuring a laser-etched denim jacket and t-shirt, and debuted it at the virtual Adult Swim Festival using custom videos, paid social and digital. Jackets and t-shirts sold out. It created the highest traffic for the website.
Credits: Julie Dalonzo, SVP Director, Starcom Todd Gaulocher, Associate Director, Starcom Gabrielle Celentano, Sr. Associate, Starcom Holly Wheeler, VP, Global Brand Marketing, Kontoor Brands Steve Armus, VP, Global Partnership and Licensing, Kontoor Brands Shea Carter, Senior Manager, Integrated Marketing, Kontoor Brands Edyie Bryant, Senior Marketing Manager, Kontoor Brands Ann Simmons, Brand Marketing Manager, Kontoor Brands Edward Poole, Director Partnership Marketing, Adult Swim Daphne Lin, Manager Brand Partnerships, Adult Swim; Extra Gum’s Fresh Start at the 2021 VMAs by Velocity, ViacomCBS for Mars Wrigley/Extra Gum
Extra Gum and VMAs joined forces in September to energize fans through live music. The partnership launched with giveaways promoted via custom QR codes that rewarded co-branded swag kits to fans. On VMA night, Troye hit the red carpet during the pre-show to talk about his fresh start to performing and drove to digital platforms to re-live the experience. The performance stirred social conversations. More than 30 posts across five platforms garnered 18.5M views, 72M impressions, and 810K engagements.
Affiliated Agency: MediaCom, Media Agency
Credits: Beth Trentacoste, SVP Creative Director, Velocity ViacomCBS Meg Sudlik VP Creative Production, Velocity ViacomCBS Dayo Harewood, VP Creative Director, Velocity ViacomCBS John James Goldbeck, Creative Director, Velocity ViacomCBS Jenny Lee, Executive Producer, Velocity ViacomCBS Rhi Bergado, Director, LAIR Erin O’Keefe, VP, Velocity ViacomCBS Eddie Gutierrez, Sr. Director Velocity ViacomCBS Nathan Pearson, Sr. Manager, Velocity ViacomCBS Veronica Austin, Coordinator, Velocity ViacomCBS David Fernandez, VP, Special Events, ViacomCBS Alyssa English, Director, Special Events, ViacomCBS Jennifer Estebo, Senior Manager, Special Events, ViacomCBS Anica Bustamante, Coordinator, Special Events, ViacomCBS Kate Roberts, Director of Design, Special Events, ViacomCBS; Built to be Eaten x FAO Schwarz by Goodby Silverstein & Partners for Lunchables
Goodby Silverstein & Partners launched a campaign it called “Built to be Eaten” with FAO Schwarz. The agency reframed Lunchables as an edible toy that could unlock kids’ imagination and encourage experimentation by creating an immersive experience for parents and kids. limited-edition Lunchabuilds kits. It was promoted through out of home in Times Square and mobile ads to drive foot traffic. The Lunchabuilds kits sold out on the website in less than two minutes, and the campaign garnered 95.7 million earned-media impressions with 100% positive sentiment.
Credits: Kraft Heinz: Lunchables President, Kids Snacks & Beverage: Adam Butler General Manager: Stephen Gaonach Associate Director, Brand Activation: Ashley Delaney Associate Brand Manager, Brand Activation: Molle Klein Marketing Director: Rachel Drof Associate Director: Katie Hunstad SR Associate Brand Manager: Ann Symonanis SR Marketing Analyst: Peter Hook Agency Creative Chief Creative Officer: Margaret Johnson Associate Creative Directors: Kurt Mills and Daniel Righi Art Director: Ryan Harper Copywriter: Stephen Pacheco Designer: Tiffany Zaporteza Account Services Managing Partner: Brian McPherson Group Account Director: Becca Morris Account Director: Callen Gustafson Account Manager: Carmen Guan Strategy Partner, Head of Brand Strategy: Bonnie Wan Partner, Head of Communication Strategy: Christine Chen Group Brand Strategy Director: Kelly Evans-Pfeifer Head of Brand Camp: Graham North Brand Camp Strategic Development Manager: Ariel Berk Brand Strategy Director: Gabriella Dishotsky Group Communications Strategy Director: Dong Kim Senior Communications Strategist: Jacob Sperla Group Strategy Director of Analytics: Taylor Grant Senior Analytics Strategist: Jack Sloman Analytics Strategist: Grace Goodby Production Director of Production: Leila Gage Executive Producer: Gemma Edward Aron Senior Producer: Noah Dasho Senior Producer: Marina Rodrigues Business Affairs Director of Business Affairs: Judy Ybarra Business Affairs Manager: Yelena Kompaneyets Media Agency: Aileen Gattuso, VP Media Director Mollie Raab, Associate Director Jennie Hubbard, Supervisor Diana DeLeon-Hunter, Sr. Associate Credit Info: Company Name Starcom (select Starcom - United States in dropdown) Address 35 W. Wacker Drive, Chicago, IL 60601 Company Type Agency: Media Company Size 500+ employees Website http://www.starcomww.com Agency Network Starcom Holding Co Publicis Groupe Main Contact Chris Harder, chris.harder@starcomww.com, EVP Director, 312-220-5305 Agency PR Britta Petersen, Britta.petersen@starcomww.com, SVP Director, 312-220-3535 CEO/Top Exec Michael Epstein, Michael.epstein@starcomww.com, Global & US CEO, 312-220-3535 EPS Logo For “publicity materials” section downloadable here Production Company, Event Company Name: Keena + Stebs Production Company City: Golden, CO and Oakland, CA Director of Photography, Event: Stebs Event Photographer: Justin Keena Production Company, Food Scale Builds Production Designer, Food scale models: Kerry Coutu Model Making Production Company, Product Photography Production Company: GS&P Films Production Company City: San Francisco, CA Photographer: Quinn Gravier Director of Film Content & Partnerships: JP Patterson Line Producer: Amanda Steigerwald Food Stylist: Randy Mon Retoucher: Samuel Nordemann Photographer Assistant: Emilio Diaz Digital Technician: Josh Lewis Production Company: Crawford & Company Production Company City: Los Angeles, CA Photographer: Stephanie Gonot Rep: Redeye Producer: Zach Crawford Food Stylist: Casey Dobbins Set Designer: Liza Nelson Retoucher: Wet Noodles/Samuel Nordemann Prepress Company Dmax Imaging FAO & Production Company Company name: FAO Schwarz Chief Merchandising Officer: David Niggli Creative Director, Visual Merchandising: Dennison Lalla Company Name: VISUAL CITI Production Company City: Lindenhurst, NY Director/Director of Project Management: Zahir Merchant Company Name: VGS STUDIO Production Company City: Carlstadt, NJ Director/National Account Exec: Christopher Might Company Name: PROP & SPOON Production Company City: Rahway, NJ Director/CEO: Harlan Silverstein

Branded Entertainment: Original Film/Video: Breakaway by Courageous Studios for Charles Schwab
Humanizing a physically challenged journey can be a difficult and sensitive effort. Charles Schwab, in partnering with CNN, filmed a story about one’s father, Bill Greenberg, to create a hockey team for disabled athletes. The project had minimal Schwab brand association, save that at the end of the video where Schwab theme line merged with that of the story: Own Your Tomorrow. Still, results offered a soaring response rate. The video ad, according to iSpot.tv, garnered 28 million impressions. Take the shot... and score.
Affiliated Agency: UM, Media Agency
Credits: Leila Chism, VP of Media and Sponsorships, Charles Schwab Rob Chen, Managing Director, Charles Schwab Valerie Constable, SVP Client Business Partner, UM Otto Bell, Chief Creative Officer, Courageous Studios Paul Sundue, VP, Creative Director, Courageous Studios Richard Butterworth, Director, Courageous Studios Andrew Smith, Director of Photography Judy Moy, Supervising Producer, Courageous Studios Emily Chao, Editor, Courageous Studios Dak Stiga, Associate Editor, Courageous Studios Kate LaBrecque, Senior Project Manager, CNN & Courageous Studios Charlie Sato, Post Production Supervisor, Courageous Studios; Fendt and Luke Bryan - Rise Before Sunrise and Farm Tour Sponsorship by Colle McVoy for AGCO / Fendt Farm Equipment
Fendt is a farm equipment brand typically well outspent by competitors. Looking to make cultural impact, it inked a partnership with major country music entertainer Luke Bryan -- who not so inconsequentially grew up on a farm -- taking on a sponsorship for the aptly named “Luke Bryan’s Farm Tour.” Additionally it produced “Rise Before Sunrise” -- a 20 episode video content series shot on Bryan’s farm and featured during his tour. Some 500,000 views were achieved, with Fendt.com rising by 130%. Growing.
Credits: Mike Caguin, Chief Creative Officer, Colle McVoy John Neerland, VP, Group Creative Director, Colle McVoy Lauren Colasanti, Senior Copywriter, Colle McVoy Lydia Choi, Associate Creative Director, Colle McVoy Dave Fransen, VP, Group Account Director, Exponent Bryan Munsell, Associate Account Director, Colle McVoy Steve Knapp, Managing Director, Media & Data Science, Colle McVoy Erick Jensen, VP, Group Media Director, Colle McVoy Sam Johnson, Senior Paid Search Strategist, Colle McVoy Carl Martin, Senior Content Specialist, Colle McVoy John Borchardt, Producer, Colle McVoy Allie Quinnell, Senior Project Manager, Colle McVoy Beth Smith, Broadcast Business Affairs Manager, Colle McVoy Joe DiPietro, Vice President and General Manager, Fendt North America Morgan Stallings, Director, Marketing, Fendt North America Conor Bergin, Brand Manager, Fendt North America FlyHi Films — Nashville, Production Company Ryan Schmidt, Executive Producer, FlyHi Films Michael Monaco, Director, FlyHi Films; Commit to C.A.R.E. by Mindshare USA for Dove Men+Care, Unilever
Looking to change the negative stereotypes of black men, Dove Men+Care partnered with the NBA -- where 75% of players are black -- in a new partnership, Commit to C.A.R.E. (Care About Racial Equity). Eleven produced videos of players eliciting personal stories appeared during the NBA Finals and “Monday Night Football.” It also bought TV ad time on Black-focused media properties. The campaign showed social consideration gains -- 24% higher for those advocating racial equity, for example. In turn Dove’s brand consideration grew 12%.
Affiliated Agency: JOY Collective, Edelman
Credits: David Lang Chief Content Officer, Content+ Oversight and Direction on Entry Development. Production/ Content Lead Mindshare David.Lang@MindShareWorld.Com Greg Manago President, Content+ Oversight and Direction on Entry Development. Production/ Content Lead Mindshare Greg.Manago@mindshareworld.com Josh Spiegelman Managing Director, Content+ Entry Lead, Content/Partnerships Lead, Internal Liaison, Copywriting, Creative Mindshare Joshua.Spiegelman@MindshareWorld.Com Stacey Abreu Managing Director, Strategic Planning Entry Lead, Media Input Lead, Liaison, Copywriting, Creative Mindshare stacey.abreu@mindshareworld.com Alex Spaseff Director, Strategic Planning Media Input Lead, Liaison, Copywriting, Mindshare Alexandra.Spaseff@MindshareWorld.Com Tiffany Li Associate Director, Strategic Planning Media Input Lead, Liaison, Copywriting, Mindshare tiffany.li@mindshareworld.com Justin Odell Manager, Content+ Research, Copywriting, Creative, Partnerships/Content Support Mindshare justin.odell@mindshareworld.com Grant Lipschultz Producer, Content+ Research, Copywriting, Creative, Partnerships/Content Support Mindshare grant.lipschultz@mindshareworld.com Victoria Mechanic Manager, Strategic Planning Media Input support Mindshare victoria.mechanic@mindshareworld.com Orlena Nwokah Blanchard President & COO, JOY Collective Overall Support, Script Collaboration, Creative Development JOY Orlena@joycollective.com Kelli Richardson Lawson CEO, JOY Collective Overall Support, Script Collaboration, Creative Development JOY Kelli@joycollective.com Jess Ostrau VP, Edelman Overall Support, PR Edelman Jessica.Ostrau@edelman.com Tony Nikolla VP, Edelman Overall Support, PR Edelman tony.nikolla@edelman.com Brenna MacMillin Senior Director, JOY Collective Overall Support JOY brenna@joycollective.com Michael Muse Director, JOY Collective Overall Support JOY muse@joycollective.com

Business Media: Small Business Bootcamp by Goodby Silverstein & Partners for HP
With the COVID-19 pandemic adding to the economic instability, small and medium-size businesses are hit the most. To show support for struggling businesses, HP offered its Small Business Bootcamp hosted free of charge on the HP Printables hub. and promoted across social channels, and was released over the course of 12 weeks. The Bootcamp included over 75 unique pieces of content on topics from strategy and finance to mental-health and adapting in uncertain times.
Credits: HP HP Chief Marketing Officer: Vikrant Batra Global Head of HP Print Marketing: Deepak Masand Head of Global Print Hardware Systems Marketing, HP: Ladd Martin HP Global Marketing Manager: Amy Rowan HP Global Advertising: Kristy Stanaway Goodby Silverstein & Partners: Co-Chairman and Co-Founder: Rich Silverstein Creative Director: Matthew Edwards Creative Director: Wes Phelan Art Director: Nikki Zurek Art Director: Mila Wizel Copywriter: Jenna Kauppi Copywriter: Sophie Lichtman Designer: Rachael Stamps Managing Partner: Leslie Barrett Group Account Director: Melissa Buck Account Director: Callen Gustafson Account Manager: Haley Grialou Assistant Account Manager: Will Young Director of Business Affairs: Judy Ybarra Business Affairs Manager: Howie Mapson Partner, Head of Brand Strategy: Bonnie Wan Partner, Head of Communication Strategy: Christine Chen Group Communication Strategy Director: Dong Kim Senior Communications Strategist: Matt Hudgins Junior Communications Strategist: Josh German Group Brand Strategy Director: Kelly Evans-Pfeifer Brand Strategy Director: Cassidy Wilber Senior Brand Strategist: Marisa Perazzelli Small Business Experts Jolin Polasek Olalah Njenga Denise Lee Yohn Mind Share Partners Linda Naiman Micah Solomon Barry Moltz; Built for Change by Accenture for Accenture
Accenture partnered with New York Times to create a cutting edge business podcast called Built for Change. The podcast provides latest research findings, compelling conversations with industry thought leaders around the world, and new business perspectives on most poignant topics, manifesting Accenture as a leading voice in business and technology insights resulting in more than 80,000 downloads since the launch of the podcast.
Affiliated Agency: Universal McCann (Media and Branded Content)
Credits: Steve Connors – Senior Manager, Global Advertising, Accenture Ashley Williams – Associate Director, Global Brand Content, Accenture Marc Appel – Managing Director, Head of Global Brand Content, Accenture Sam Mouser - Senior Audio Producer, The New York Times Brenna Grant - Program Manager, The New York Times Sydney Levin - Creative Director, The New York Times Katie Wiggin - Director of Audio and Content, The New York Times Vida M. Cornelious - VP, Creative, The New York Times Kyle Amick - Client Lead, The New York Times Guy Griggs - Head of Industry, The New York Times Jennica Bocchino - Art Director, The New York Times Jon Glauber - Campaign Manager, The New York Times Caroline Keeshan - Audience Development Lead, The New York Times Sara Joyner – Producer, Gilded Audio Nicki Stein – Producer, Gilded Audio Whitney Donaldson - Director of Development and Production, Gilded Audio Nick Dooley - Technical Director, Gilded Audio Nicole Santagata – VP, Content Director, UM Jordan Richmond – Manager, Content, UM Michael Rees – VP, Portfolio Management, UM Gabe Cole – Sr. Associate, Portfolio Management, UM; The Data Team Effect by Just Global for Databricks
As Databricks, an enterprise software company saw an exponential growth, it sought to engage audiences emotionally and build brand awareness. By targeting prospective and existing customers and varying channel mix, Databricks ensured optimal impressions and engaged with video to drive site visits. The effort drove 1,000+ target accounts to Databricks website. Brand retention and engagement were attributed to tens of thousands of view-through visits from CTV, video, native and display.
Credits: Just Global

Content Marketing: The Ultimate AI Masterpiece by Goodby Silverstein & Partners for BMW of North America
BMW promoted its longtime connection with art by updating the Art Car Project -- which used BMWs as canvases -- with an AI as painter. Brand partnered with creative technologists and art curators to feed AI hand-selected historical and contemporary artwork into an algorithm to generate a constantly evolving pastiche of original art, which was then digitally projected onto a BMW model. Brand’s all-digital promotion included YouTube, Instagram, social. Results: millions of video views, website visits, social engagements; and estimated 50M+ earned media impressions.
Credits: Credits: BMW of North America- Vice President of Marketing: Uwe Dreher ArtDrunk - Founder: Gary Yeh Goodby Silverstein & Partners - Co-Chairman: Rich Silverstein Chief Creative Officer: Margaret Johnson Creative Directors:Wes Phelan, Matt Edwards & NathanShipley Associate Creative Directors: Carlos Rangel & KevinLeung Art Director: Nando Sperb Copywriter: Gustav Johansson Director of Creative Technology: Nathan Shipley Executive Producer: Tena Goy Creative Technologist: August Bjornberg Creative Technologist: Troy Lumpkin Designer: Nando Sperb Group Account Director: Jenna Duboe, Chris Ferko Account Director: Alissa Sheely Account Manager: Nikki Dietrich, Olivia Mullen, Kelly Preston Partner, Head of Brand Strategy: Bonnie Wan Partner, Head of Communication Strategy: ChristineChen Group Brand Strategy Director: Stephanie Phillips Brand Strategy Director: Kevin DeStefan Group Communications Strategy Director: Dong Kim Sr. Communications Strategist: Matt Hudgins Co-Director of Production: Margaret Brett-Kearns Producer: Phoebe Buckley Director of Business Affairs: Judy Ybarra Sr. Business Affairs Manager: Chrissy Shearer Director: Mark Sandhoff Director of Photography: Mark Sandhoff Executive Producer: Danielle Riccardi Line Producer: Andrew Devansky Executive Producer: Michael Damiani Senior Post-Producer: Ali Plansky Editors: Graham Wilcox, Lori Arden Assistant Editor: Liz Norris Executive Audio Producer: Josh Brown Audio Engineer: Nic Dematteo Company3 - Director of Production: Tom Gehring Colorist: Kath Raisch Producer: Anna Kelman; Straight Talk + Uproxx Present “On Repeat” by Mediahub for Straight Talk Wireless
To further its bond with target multicultural cohort, Wireless carrier Straight Talk partnered with youth culture site UPROXX for “On Repeat,” three videos in which emerging multicultural musicians DYI-decorated items like a jeans jacket. Brand emerged as “a champion for new voices as well as a brand (and product) synonymous with economical, trend-forward style without the hype.” Results: thousands of site visits, millions of video views (2x custom video average), massive lift in aided awareness, favorability and brand attributes including “low cost” and “great coverage.”
Affiliated Agency: The Martin Agency (brand creative agency), Weber Shandwick (digital agency)
Credits: Dan Thomann, VP, Media Director at Mediahub Emma Bianco, Media Supervisor at Mediahub Chesterson Etienne, Assistant Media Planner at Mediahub Amanda Leahy, VP, Director of Communications Planning at Mediahub Nicole Donnellan, Communications Planner at Mediahub Michelle Daidone, SVP, Group Media Director at Mediahub; Challenging Humanity With A Hybrid Media Plan by Mediahub for Sweet Tooth, Netflix
To counter the bad timing of releasing apocalyptic virus series “Sweet Tooth” in pandemic’s wake, Neflix marketed the hell out of the show’s sweetest part: the hybrid, a human-animal. Hybrids made the covers of magazine, an AR lens helped fans create selfie hybrids, and much-seen video showed passersby reactions to animatronic hybrid baby-owl. Campaign drew some controversy but much buzz, fueling conversation about accepting those unlike ourselves. Results: 43 headlines, 82K social posts, 108 million earned impressions, 4X paid; show was #1 streamer in June.
Credits: Netflix Mike Rossetti, Director, US Media, Series, Netflix Cynthia Chang, Manager, US Media, Series, Netflix Ali Feinstein, Manager, US Marketing, Netflix Cassie Tregellas, Manager, US Marketing, Netflix Melinda Okoye, Marketing Creative Producer, UCAN, Netflix Mediahub Jackie Stasi, Chief Client Officer, Mediahub Laura Kelly, VP Group Media Director, Mediahub Sara Hilgendorf, Associate Media Director, Mediahub Alexis Ascher, Media Supervisor, Mediahub Nita Bhojwani, Media Planner, Mediahub Laurel Boyd, Chief Creative Media Officer, R+D Lab, Mediahub Simeon Edmunds, SVP Creative Director, R+D Lab, Mediahub Alexis Westin, Senior Content Creator, R+D Lab, Mediahub Doug Leasure, Content Creator, R+D Lab, Mediahub Madison Brinser, Content Creator, R+D Lab, Mediahub whoisthebaldguy Michael Krivicka, Director, whoisthebaldguy Christopher Yoon, Producer, whoisthebaldguy Raymond Hauserman, Production Manager, whoisthebaldguy Tawny Fernandez, Location Manager, whoisthebaldguy Chris Hadland, Director of Photography, whoisthebaldguy Tinsley Studio, Fabrication, whoisthebaldguy Eric Fielder, Puppeteer, whoisthebaldguy Gary Grove, Puppeteer, whoisthebaldguy Deborah Galvez, Puppeteer, whoisthebaldguy Melissa Blackwood, Talent, whoisthebaldguy

Native Marketing: Business as (Un)usual by Forbes for Office Depot
As small businesses continue to face challenges due to Covid-19, Forbes wanted to help these business owners find new ways to improve productivity. By partnering with Office Depot, Forbes came up with a branded content campaign “Business as (Un)usual”, providing small business owners with practical advice and empowerment in a new kind of business as usual. The campaigned has reached a resounding 46% of the entire small business audience in the U.S.
Credits: Marissa Brown, Sales Director Taylor Felgenhauer, Senior Account Manager Leah Monroe, Sales Planner Nicole Lamastra, Content Partnerships Manager Rashaad Toney, Content Project Manager Sahara Gipson, Content Project Coordinator Kara Stiles, Content Editor/Lead Jenn Ramos, Content Design Lead; Straight Talk + Uproxx Present “On Repeat” by Mediahub for Straight Talk Wireless
Straight Talk Wireless teamed up with Uproxx to produce “On Repeat”, a series of branded videos featuring new multicultural music stars: Bryce Vine, Empress Of, and Ingrid Andress. Embracing the new essentialism macro-trend, the musicians were shown making low-cost stylish wear while emphasizing the power of thrifting and upcycling. The DIY series were distributed via the Uproxx website and Youtube, driving tens of thousands of site visits and millions of video views.
Affiliated Agency: The Martin Agency (brand creative agency), Weber Shandwick (digital agency)
Credits: Dan Thomann, VP, Media Director at Mediahub Emma Bianco, Media Supervisor at Mediahub Chesterson Etienne, Assistant Media Planner at Mediahub Amanda Leahy, VP, Director of Communications Planning at Mediahub Nicole Donnellan, Communications Planner at Mediahub Michelle Daidone, SVP, Group Media Director at Mediahub; Complex Understanding by Accenture for Accenture
The Cloud has become an integral part of modern society, serving millions of people around the world, even though most of us might not fully understand how it works or how we can best use it. Accenture partnered with UM and WIRED to present Complex Understanding, an online series where executives explain complex Cloud concepts to diverse audiences (from children to experts). Complex Understanding garnered over 3 million views, building a new audience with complex understanding of Cloud concepts.
Affiliated Agency: Universal McCann (Media and Branded Content)
Credits: Steve Connors – Senior Manager, Global Advertising, Accenture Jennifer Redohl – Associate Manager, Global Advertising, Accenture Megan Barstow – Associate Director, Global Advertising, Accenture Alexandra Wolffe, Sr. Producer - Conde Nast Andrew Sonnenberg, VP Sales - Conde Nast Anna Shkolnikov, Executive Producer - Conde Nast Camille Signorelli, Marketing Director - Conde Nast Chris D'agostino, Producer - Conde Nast Emily O'Brien, Account Strategy - Conde Nast Jaleel Brown, Production Lead - Conde Nast Jane Garcia Buhks, Marketing Lead - Wired Kaitlyn Van Aalsburg, Senior Director Marketing - Conde Nast Lexi Schwartz, Media Solutions Specialist - Conde Nast Lisa Hall, Production Lead - Conde Nast Marcus Jones, Director Content Development - Conde Nast Matt Oehlsen, Director Sales - Conde Nast Tyler Watson, Branded Content VP - Conde Nast Noelle Cristiano, Branded Video Lead - Conde Nast Taj Tsonga, Production Lead - Conde Nast Nicole Santagata – VP, Content Director, UM Jordan Richmond – Manager, Content, UM Michael Rees – VP, Portfolio Management, UM Eric Fiore – Manager, Portfolio Management, UM

Creative: McKinsey for Kids by McKinsey Global Publishing for McKinsey and Company
A series of kid-targeted interactive articles helped explain the type of work management consulting firm McKinsey does – and why it matters. “Waste Not Want Not” for example, looked at ways to “reduce food waste so that more people can fill their bellies.” “A Tiger’s Tal” explored why protecting mangrove forests not only helps tigers and other endangered species, but also humans. “iRobot” examined how today’s technology can affect tomorrow’s jobs. McKinsey reports that “McKinsey for Kids” articles are getting twice its normal readership levels.
Credits: A Tiger's Tale: This interactive experience was written by Torea Frey, based on reports and articles from McKinsey on conserving nature, as well as external research on the economic value of mangroves, with contributions from biodiversity experts Duko Hopman and Olivia Sanchez. It is brought to you by McKinsey Global Publishing, in a collaborative effort by Mike Borruso, Ryan Hatch, Drew Holzfeind, Richard Johnson, Stephen Landau, Janet Michaud, Kanika Punwani, Charmaine Rice, Dan Spector, and Nathan Wilson, with Justin Metz and Chris Philpot providing additional illustration support. iRobot: This interactive experience was written by Torea Frey, based on reports and articles from the McKinsey Global Institute. It is brought to you by McKinsey Global Publishing, in a collaborative effort by Emily Adeyanju, Heather Andrews, Mike Borruso, Peter Gumbel, Drew Holzfeind, Richard Johnson, Stephen Landau, Lauren Meling, Janet Michaud, Kanika Punwani, Charmaine Rice, Katie Shearer, Dan Spector, Stephanie Strom, and Nathan Wilson, with Justin Metz and Chris Philpot providing additional illustration support. Waste Not Want Not: It was a collaborative effort from McKinsey Global Publishing, where Richard Johnson turned words into this visual story and then made the illustrations. And then Mike Borruso, Nancy Cohn, Torea Frey, Ryan Hatch, Drew Holzfeind, Stephen Landau, Janet Michaud, Charmaine Rice, Mythili Sankara, Dan Spector, and Nathan Wilson all helped bring it to you.; Commit to C.A.R.E. by Mindshare USA for Dove Men+Care, Unilever
Partnering with Commit to C.A.R.E. (Care About Racial Equity), Dove Men+Care and the National Basketball Players Association created “deep-dive” videos telling personal stories of 11 Black NBA players, debuting during such telecasts as the NBA Finals and Monday Night Football. Other campaign elements included “Tech and Talk” virtual camps in partnership with players’ charities. The campaign, says Unilever, has not only raised association of the brand with positive perceptions of Black men and racial equity, but increased brand awareness (+4%), perception (+13%) and consideration (+12%).
Affiliated Agency: JOY Collective, Edelman
Credits: David Lang Chief Content Officer, Content+ Oversight and Direction on Entry Development. Production/ Content Lead Mindshare David.Lang@MindShareWorld.Com Greg Manago President, Content+ Oversight and Direction on Entry Development. Production/ Content Lead Mindshare Greg.Manago@mindshareworld.com Josh Spiegelman Managing Director, Content+ Entry Lead, Content/Partnerships Lead, Internal Liaison, Copywriting, Creative Mindshare Joshua.Spiegelman@MindshareWorld.Com Stacey Abreu Managing Director, Strategic Planning Entry Lead, Media Input Lead, Liaison, Copywriting, Creative Mindshare stacey.abreu@mindshareworld.com Alex Spaseff Director, Strategic Planning Media Input Lead, Liaison, Copywriting, Mindshare Alexandra.Spaseff@MindshareWorld.Com Tiffany Li Associate Director, Strategic Planning Media Input Lead, Liaison, Copywriting, Mindshare tiffany.li@mindshareworld.com Justin Odell Manager, Content+ Research, Copywriting, Creative, Partnerships/Content Support Mindshare justin.odell@mindshareworld.com Grant Lipschultz Producer, Content+ Research, Copywriting, Creative, Partnerships/Content Support Mindshare grant.lipschultz@mindshareworld.com Victoria Mechanic Manager, Strategic Planning Media Input support Mindshare victoria.mechanic@mindshareworld.com Orlena Nwokah Blanchard President & COO, JOY Collective Overall Support, Script Collaboration, Creative Development JOY Orlena@joycollective.com Kelli Richardson Lawson CEO, JOY Collective Overall Support, Script Collaboration, Creative Development JOY Kelli@joycollective.com Jess Ostrau VP, Edelman Overall Support, PR Edelman Jessica.Ostrau@edelman.com Tony Nikolla VP, Edelman Overall Support, PR Edelman tony.nikolla@edelman.com Brenna MacMillin Senior Director, JOY Collective Overall Support JOY brenna@joycollective.com Michael Muse Director, JOY Collective Overall Support JOY muse@joycollective.com; A Smarter Kind of Simple by SCS for Kwikset
To convey the core features and benefits of its door hardware, Kwikset launched a new tagline, “A Smarter Kind of Simple,” and enlisted Adam Savage, former co-host of “MythBusters,” as the “smart” side of a campaign pairing his knowledge with an easy-going partner who just cares about product simplicity. Ads, with video elements featuring the duo in conversation, covered three areas -- Smart Home, SmartKey, and Style & Design – and ran on broadcast TV, connected TV, native and paid social content, and web display.
Affiliated Agency: NA
Credits: Client Keith Brandon, CMO, Spectrum Brands / Kwikset Matt Zimmer, VP Marketing, Spectrum Brands / Kwikset Erik Glassen, Sr. Brand Manager, Spectrum Brands / Kwikset Mario Cardenas, Brand Manager, Spectrum Brands / Kwikset Donnie Viajar, Product Specialist, Spectrum Brands / Kwikset Bailey Woofter, DCX Photographer, Spectrum Brands / Kwikset Alex Obleas, DCX Photographer, Spectrum Brands / Kwikset Agency James Schiefer, Founder & CEO, SCS Jeff Roach, President & Chief Strategy Officer, SCS John Zegowitz, Chief Creative Officer, SCS Tommy Campagne, SVP Brand Solutions, SCS Catherine Gudvangen, VP, Content and Executive Producer, SCS Dave DeSantis, Content Producer, SCS Ryan Simonson, Creative Director/Copywriter, SCS David Kania, Sr Art Director, SCS Amy Higgins, Art Director, SCS Schuyler Vanderveen, Jr Copywriter, SCS Andres Torrente, SVP Media, SCS Marvell Lam, Associate Media Director, SCS Kat Pearson, Integrated Media Supervisor, SCS Julianna Sarkissian, Media Planner, SCS Erik Ramirez, Search Specialist, SCS Lauren Harvey, Director Project Management, SCS Production Affiliates John Marisco, Director, Varsity Ben McManus, Director, Varsity Production Studio / STEPT

Data: #BahlsenByDesign: A Data Driven Cookie Drop by Looney Advertising for Bahlsen NA
Looney created a launch an unusual campaign for Bahlsen cookies in the U.S., delivering hundreds of boxes to consumers via drone. Posts on social media used a combination of organic and paid placements, and influencers leaked the details. System1 testing measured consumer emotional response. Intensity measured at more than 148%, active emotions at 122%, and positivity at 151%. It matters because 95% of consumer decisions are based on emotions, not rational thinking, leading to strong intentions to react to the brand, message or action after engagement.
Affiliated Agency: Loop, Production Studio
Credits: Trade Desk, VDX, Undertone, Facebook, Instagram, Catalina, Google Adwords, Microsoft Search.; TX #1: Texas Domination by Iris Worldwide + Cheil NA for Samsung Mobile
Samsung Mobile ran a campaign in Texas for its TX #1 initiative using paid social, video and programmatic and direct display, native, audio, DOOH, eSports sponsorships, influencers and experimental. Consumers saw messaging focused on specific moments. While the overall campaign results were positive even amid the pandemic conditions, Audio and DOOH proved to be two channels that really stood out when driving KPIs. Purchase intent increased by 12% and ecommerce orders outpaced national sales by 9% during the campaign.
Affiliated Agency: Cheil North America
Credits: Rob Bouselah, Managing Director, Iris Boston Mike Lamar, VP Performance, Iris Christine Yang, VP of Media Planning and Execution, Iris Boston Olivia McKinsey, Director of Performance Analytic, Iris Boston April Killian, Digital Media Supervisor, Iris Camille West, Paid Social Media Supervisor, Iris Keri Thomas, Marketing Manager, Iris Boston Justin Bishop, Marketing Analyst, Iris Boston Kevin Booth, Senior Software Developer, Iris Boston Brendan Ring, Operations Manager, Iris DK Kim, Head of Strategic Initiatives, Cheil Worldwide Casi Otte, Group Account Director, Cheil Worldwide Kyle Knox, Media Director, Cheil North America Crista Dedo, Digital Strategy and Client Leadership, Cheil North America; HSBC Bluelight by Wunderman Thompson Canada for HSBC Bank US
HSBC invested up to $1 trillion to help businesses reach net zero by 2050 to create a sustainable future. Digital billboards helped nearby plants, trees and flowers grow on streets of New York City. Wunderman Thompson Canada partnered with LinkNYC and JCDecaux to create a map of New York City, identifying 80 locations where greenery could be directly affected by an existing digital OOH board nearby. The ads emitted blue light known to encourage chlorophyll absorption, photosynthesis and plant growth. The campaign generated over 22 million impressions during COP26.
Affiliated Agency: Media: Omnicom Media Group
Credits: Agency: Wunderman Thompson Canada VP, Executive Creative Director: Ari Elkouby Copywriter: Kyle Carpenter Art Director: Lily Coyle Managing Director: Scott Miskie Account Team: Chandler Powell, Daniella Agency Producer: Jennifer Cotton Producer: Amy Quick, Demi Veselinovic Strategy: Matt Ball, Barbara Jung Project Manager: Anaysha Jairam Production: Sauce Production Editor(s): Brett Erina, Ben Badger Videography: Joseph Bressler CGI: The Faculty Media: Omnicom Media Group Client: HSBC US Clients Clients: Mira Hamade, Allison Warren, Kate Fullam

Media Plan: Fighting Spirit by Horizon Media for Constellation Brands / Modelo Especial
Moving into the second year of the Fighting Spirit campaign, Modelo’s rapid growth has brought the brand to the No. 2 beer sales position in the US. But as the beer category started to see decline while the market became flooded with new players (not to mention micro brews and hard seltzers), Modelo had to expand into new channels. By scaling down from TV and investing heavily in digital, the brand tapped into the new audiences’ interests.
Affiliated Agency: Creative agency: Cavalry
Credits: Maria Perez, SVP Managing Director, Horizon Media Jason Lee, SVP, Digital Director, Horizon Media Rebecca Cohen, Digital Director, Horizon Media Lisa Dellasala, SVP, Director, Video Investment, Horizon Media Theodore Montalvo, VP, Director, Video Investment, Horizon Media Greg Gallagher, VP, Brand Marketing, Constellation Brands Ryan Anderson, Director of Brand Marketing, Constellation Brands Emily Galt, Sr. Director, Media & Digital Marketing, Constellation Brands Brittany Stefankiewicz, Director, Media & Digital Marketing, Constellation Brands Rose Russo, Sr. Manager, Media & Digital Marketing, Constellation Brands; Coming 2 America by Initiative for Amazon Prime Video
To promote the sequel Coming 2 America, Initiative created an integrated campaign that aimed to bridge the 30-year gap in pop culture and the way audiences interact with comedy today. The Royal Impact was made across three pop culture categories - Sports, Music, and Comedy by establishing a presence within the AFC championship and the Super Bowl, creating partnerships with broadcast and streaming platforms, and creating shareable content, making Coming 2 America an instant hit.
Credits: Sharon Boddie, Head of Media, Amazon Prime Video Javier Dimirez, Sr. Media Manager, Amazon Prime Video Nancy Yip Ramos, US President, Rufus Kumar Kanagasabapathy, Head of Global Strategy, Rufus Kyle Reasor, Director, Rufus Brad Stoner, Managing Director, Rufus Nicole Meyers, Group Director, Rufus Jamie Sarmiento, Director, Rufus Alex Ruffing, Director, Rufus Viridiana Chow, Manager, Rufus Piper Wirth, Group Director, Rapport Kari Golias, Associate Director, Rapport; Wicked Super Bowl by Goodby Silverstein & Partners and Hearts and Science for Samuel Adams
When Samuel Adams has set out to promote their new beer, Wicked Hazy, during the Super Bowl, they knew that Budweiser held exclusive beer-advertising rights during the national broadcast since the 70s. By leaning into their underdog status and being extra creative, Sam Adams with the help from Goodby Silverstein & Partners produced a humorous spot starring the brand’s popular character “your cousin from Boston” unhitching a team of Clydesdales and bringing a chaos to city streets.
Credits: Jim Koch, Co-Founder and Chairman, Boston Beer Company Lesya Lysyj, Chief Marketing Officer, Boston Beer Company Dave Burwick, President and CEO, Boston Beer Company Matt Withington, Director of Marketing, Boston Beer Company Dave Wells, Brand Storyteller, Boston Beer Company Margaret Johnson, Chief Creative Officer, Goodby Silverstein & Partners AJ Warren, Associate Creative Director, Goodby Silverstein & Partners Brett Beaty, Associate Creative Director, Goodby Silverstein & Partners Joshua Hacohen, Associate Creative Director, Goodby Silverstein & Partners Rachel Stermer, Account Director, Goodby Silverstein & Partners Kate Colantuono, Account Manager, Goodby Silverstein & Partners Nolan Solis, Assistant Account Manager, Goodby Silverstein & Partners Bonnie Wan, Partner, Head of Brand Strategy, Goodby Silverstein & Partners Christine Chen, Partner, Head of Communication Strategy, Goodby Silverstein & Partners Stephanie Bousquet, Director of Brand Strategy,Goodby Silverstein & Partners Caitlin Neelon, Director of Communications Strategy, Goodby Silverstein & Partners Marisa Perazzelli, Senior Brand Strategist,Goodby Silverstein & Partners Leila Gage, Head of Broadcast Production, Goodby Silverstein & Partners Matt Flaker, Executive Broadcast Producer, Goodby Silverstein & Partners Stephanie DeNatale, Executive Producer, Goodby Silverstein & Partners Nick Goldsmith, Producer, Goodby Silverstein & Partners Judy Ybarra, Director of Business Affairs, Goodby Silverstein & Partners Chrissy Shearer, Senior Business Affairs Manager, Goodby Silverstein & Partners Production Company : Arts & Sciences Matt Aselton, Director, Arts & Sciences Toby Irwin, DP, Arts & Sciences Marc Marrie, Managing Partner / Executive Producer, Arts & Sciences Mal Ward, Managing Director / Partner, Arts & Sciences Christa Skotland, Head of Production, Arts & Sciences Zoe Odlum, Executive Producer, Arts & Sciences Media Agency: Hearts & Science Editorial Company : Arcade Edit Geoff Hounsell, Editor, Arcade Edit Ryan Andrus, Assistant Editor, Arcade Edit Kirsten Thon-Webb, Senior Producer, Arcade Edit Crissy DeSimone, Executive Producer, Arcade Edit Audio and Sound Design Company : LIME Studios Sound Design Company: LIME Studios Michael Anastasi, Sound Designer, LIME Studios Sam Casas, Audio Engineer, LIME Studios Susie Boyajan, Executive Producer, LIME Studios Kayla Mashburn, Producer, LIME Studios Music company name: Butter Music Annick Mayer, Music Executive Producer, Butter Music Stone Irr, Music Producer, Butter Music VFX Company : Framestore NY Matt Pascuzzi, VFX Lead, Framestore NY Maura Hurley: Senior Producer, Framestore NY Nathaniel Cabra, Producer Coordinator, Framestore NY Dez Macleod-Veilleux, Executive Producer, Framestore NY Avery Herzog, Elaina Brillantes, Euna Kho, Greg Gaskins, Kane Herd, Zavier Mojica, Ryan Ninko, Raul Ortego, Compositing Team, Framestore NY Color Company name: Company3 Tom Poole, Color Artist, Company3 Alexandra Lubrano, Producer, Company3 Jeff Goodby, Co-Chairmen, Goodby Silverstein & Partners Rich Silverstein, Co-Chairmen, Goodby Silverstein & Partners Margaret Johnson, Chief Creative Officer, Goodby Silverstein & Partners AJ Warren, Associate Creative Director, Goodby Silverstein & Partners Brett Beaty, Associate Creative Director, Goodby Silverstein & Partners Joshua Hacohen, Associate Creative Director, Goodby Silverstein & Partners Matt Flaker, Executive Broadcast Producer, Goodby Silverstein & Partners Stephanie DeNatale, Executive Producer, Goodby Silverstein & Partners Nick Goldsmith, Producer, Goodby Silverstein & Partners Rachel Stermer, Account Director, Goodby Silverstein & Partners Kate Colantuono, Account Manager, Goodby Silverstein & Partners Nolan Solis, Assistant Account Manager, Goodby Silverstein & Partners Stephanie Bousquet, Director of Brand Strategy, Goodby Silverstein & Partners Caitlin Neelon, Director of Communications Strategy, Goodby Silverstein & Partners Marisa Perazzelli, Senior Brand Strategist, Goodby Silverstein & Partners Jim King, Director of Graphic Services, Goodby Silverstein & Partners Hanna Hegnell, Content Creative Coordinator, Goodby Silverstein & Partners

New/Emerging/Experimental Media: Cheetle iD by Goodby Silverstein & Partners for Frito-Lay North America, Cheetos
Cheetos teamed up with Bad Bunny and adidas Originals to drop a limited-edition clothing line. To thwart bots and resellers who might edge out real Cheetos fans, the brand created Cheetle iD, a first-of-its-kind way to unlock early access. Fans flashed the Cheetos dust on their fingertips. The camera on CheetleiD.com either recognized Cheetle-covered fingertips and gave access, or kicked users off if no dust was detected. The groundbreaking fashion event garnered over 3.91 billion impressions.
Credits: tbd; Tread on the Trail by Colle McVoy for Jackson Hole Travel & Tourism Board
To combat off-trail damage in Jackson Hole, Wyoming (which consists of 97% protected lands) the tourism board custom hiking boots that leave a light footprint with a strong message “Tread on the Trail.” Locals hiked popular trails in the boots, and soon the non-intrusive message was stamped all over. The activation, which delivered 17.5 million impressions and 1,500 footprints, included a partnership with National Geographic to create custom content to educate future travelers on the importance of responsible tourism.
Credits: Mike Caguin, Chief Creative Officer, Colle McVoy Mike Schwab, VP, Group Account Director, Colle McVoy Ben Klaassen, Account Supervisor, Colle McVoy Dustin Black, SVP, Group Creative Director, Colle McVoy Lydia Choi, Associate Creative Director, Colle McVoy Lauren Colasanti, Senior Copywriter, Colle McVoy Steve Knapp, Managing Director, Media & Data Science, Colle McVoy Kerry Moore, Media Director, Colle McVoy Alli Bolger, Brand Strategy Director, Colle McVoy Chris Rasmussen, Senior Project Manager, Colle McVoy; HSBC Bluelight by Wunderman Thompson Canada for HSBC Bank US
To demonstrate HSBC’s commitment to creating a greener future , the brand launched an innovative digital campaign that coincided with the UN’s global climate summit. In a media first, HSBC partnered with LinkNYC and JCDecaux to create a map that identified the closest out of home boards to greenspaces. The activation featured blue light digital billboards that helped nearby plants, trees and flowers grow on the streets of New York City. The campaign generated over 22 million impressions and helped countless plants grow.
Affiliated Agency: Media: Omnicom Media Group
Credits: Agency: Wunderman Thompson Canada VP, Executive Creative Director: Ari Elkouby Copywriter: Kyle Carpenter Art Director: Lily Coyle Managing Director: Scott Miskie Account Team: Chandler Powell, Daniella Agency Producer: Jennifer Cotton Producer: Amy Quick, Demi Veselinovic Strategy: Matt Ball, Barbara Jung Project Manager: Anaysha Jairam Production: Sauce Production Editor(s): Brett Erina, Ben Badger Videography: Joseph Bressler CGI: The Faculty Media: Omnicom Media Group Client: HSBC US Clients Clients: Mira Hamade, Allison Warren, Kate Fullam

Multicultural/LGBT Media: CONVERSATIONS WITH CEOs by Open Influence for Target X YouTube
Target identified Black-owned businesses to help tell their founders’ stories and journey to selling goods at the retailer. It created a YouTube series with Open Influence with help from digital storyteller Hallease, who developed a five-part video series called “Convos with CEOs.” Target was integrated into the storytelling. Verbal mentions about products featured at Target ran across multiple channels, from YouTube to Instagram. The five YouTube episodes received 6.4 million views, 4.2 million impressions, and 107.3K hours of watch time. The five Instagram reels garnered 28.1K views 30.5K, generating 2.7k total impressions.
Credits: Target team: Ligia Britto - Marketing Associate Gina Walters - Sr Media Channels & Activations Manager Danielle Spikener - Director, Media Connections + Investment Cate Abbott - Director, Social Katie Tucker - Social Project Manager Fatin Omerabi - Social Strategist Google/YouTube Team: Lori Schak - Sponsorship Deal Lead Liz Bagu - Sponsorship Program Specialist Khadijah Jones - Senior Account Strategist, Agency Open Influence Team: Maggie Reznikoff - Director of Account Management Jenifer Golden - Account Director Caroline Clausen - Associate Account Manager Hallease Narvaez - Creator; Fighting Spirit by Horizon Media for Constellation Brands / Modelo Especial
Horizon Media created a campaign for Modela Especial that used custom tags and QR codes, making it easy for people to order a beverage at sporting and music events. Focusing on the NBA to maximize engagement with multicultural audiences, surrounding games with custom sponsorship features. Modelo grew sales by 12.7% vs. YAG, which has catapulted the brand from #3 to #2 beer in dollar sales in the U.S. and continues its place as #1 import.
Affiliated Agency: Creative agency: Cavalry
Credits: Maria Perez, SVP Managing Director, Horizon Media Jason Lee, SVP, Digital Director, Horizon Media Rebecca Cohen, Digital Director, Horizon Media Lisa Dellasala, SVP, Director, Video Investment, Horizon Media Theodore Montalvo, VP, Director, Video Investment, Horizon Media Greg Gallagher, VP, Brand Marketing, Constellation Brands Ryan Anderson, Director of Brand Marketing, Constellation Brands Emily Galt, Sr. Director, Media & Digital Marketing, Constellation Brands Brittany Stefankiewicz, Director, Media & Digital Marketing, Constellation Brands Rose Russo, Sr. Manager, Media & Digital Marketing, Constellation Brands; More Than That with Gia Peppers by Dentsu for GM, Proctor & Gamble, Kroger
Dentsu worked with General Motors, Procter & Gamble, and Kroger to address inequities in the advertising supply chain with a program created and distributed by Black-owned partners. The content responded to the social crisis, supported racial equality, and influenced social change. More than 95% of the creative and production teams identifying as BIPOC. The first season outperformed 90% of radio ads. I delivered more over 301 million impressions. Best of all, 50% of the audience was motivated to get involved with social causes.
Affiliated Agency: OneX Studios, Urban One
Credits: Agency:  Doug Ray, Executive Producer  Kai Exos, Writer & Creative Director  Simmy Bhargava, Executive Producer  Kerry Doyle, Executive Producer  Dirk Herbert, Research Lead  Jennifer Hungerbuhler, Investment Lead  Diana Anderson, Investment Director  Courtney Kaczak, Public Relations  Asha Ramirez, Brand Communications Production Team:   Gia Peppers, Host  Archie Bell, Creative Director  Ma’at Zachary, Executive Producer  J Charles Banks, Executive Producer Additional Production Personnel:   Tahira White  Artesia Balthrop, Producer  Kimberly Selden, Showrunner  Roderick Gailes, Showrunner  Jerrya Harris, Technical Director  Elijah Ellis, Composer  India Hooi, Audio Editor & Mixer  Avantika Nimbalker, Audio Editor  Cory Choy, Sound Creator

Online Media: Branding: A Century of Care by Courageous Studios for Cleveland Clinic
Cleveland Clinic needed to increase awareness in affluent people 45+ with a household income of $100k+; potential donors and health care Influencers. The aim was to let people know that Cleveland Clinic is not only found in Cleveland, but worldwide. An emotional social video series told stories of the real people helped and a 30-minute documentary ran on primetime TV. The result was 7.7 million social views, 700 million+ total impressions, a 10-point lift in awareness and a 14-point lift in familiarity.
Affiliated Agency: AdCom
Credits: Otto Bell, Chief Creative Officer, Courageous Studios Michal Shapira, SVP, Head of Marketing, CNN & Courageous Studios Richard Butterworth, Director/Editor, Courageous Studios Mahala Gaylord, Director, Courageous Studios Umbreen Butt, Director, Courageous Studios Joel Blanco, Supervising Producer, Courageous Studios Kate LaBrecque, Senior Project Manager, CNN & Courageous Studios David Michael, Writer/Developer, Courageous Studios Stephen Tyler, Writer/Developer, Courageous Studios Dave Adams, Director of Photography, Courageous Studios John Pope, Director of Photography, Courageous Studios Ursula Liang, Story Producer, Courageous Studios Paul Sundue, Creative Director, Courageous Studios Charlie Sato, Post Production Supervisor, Courageous Studios John O’Hara, Editor, Courageous Studios Charlotte Savage, Editor, Courageous Studios Margot Roth, Editor, Courageous Studios Lindsey Cordero, Editor, Courageous Studios Jake Vest, Associate Editor, Courageous Studios Paul Matsen, Chief Marketing Officer, Cleveland Clinic Mary Beth Pate, Executive Director, Marketing & Philanthropy Communications, Cleveland Clinic Bridget Livengood, Marketing Manager, Advertising, Cleveland Clinic Loren Chylla, Senior Executive Vice President, Adcom Jim Ganzer, Vice President, Adcom Emily Schulze, Associate Account Manager, Adcom; Invincible by Initiative for Amazon Prime Video
To establish Amazon Prime Video as a home for adult animation, the Invincible campaign leaned into the genre community’s desire to be the first to discover new shows. A partnership with the drop-culture app NTWRK harnessed the power of hype through custom online content drops which resulted in over 5MM social mentions and merchandise sales surpassing benchmarks by over 200%. Fans clamored for a second season on Twitter. Their request was fulfilled the week of the finale. That tweet alone received 152K likes.
Credits: Davis Henry, Head of Creative, Amazon Prime Video Ernie Talbert, Creative Marketing Lead, Amazon Prime Video Devon Williams, Campaign Manager, Amazon Prime Video Amber Fonseca, Senior Promotions Manager, Amazon Prime video Aaron Goodman, Creative Director, Amazon Prime Video Kacie Sage, Head of Media, Amazon Prime Video Alli Blender, Sr. Media Manager, Amazon Prime Video Nancy Yip Ramos, US President, Rufus Kumar Kanagasabapathy, Head of Global Strategy, Rufus Kyle Reasor, Director, Rufus Brad Stoner, Managing Director, Rufus Nicole Meyers, Group Director, Rufus Alex Ruffing, Director, Rufus Viridiana Chow, Manager, Rufus; No is our whoa by Curiosity for Native
To convince consumers that a $12 stick of deodorant with no aluminum and no parabens could get the job done, the campaign creative celebrated the “no.” Facebook, Instagram, display, audio, MikMak and ThinkDirty resulted in over 100 assets to drive consumers in-store to make a purchase. The work achieved an ad effectiveness score of 174, in-store saleslift of 137.6% and a 105 SeeHer GEM score. Plus, the brand doubled aided awareness, increased consideration by 7%, and increased household penetration by over 1%.
Credits: Peyton Sutton, VP Account Management, Curiosity Katie Gerdes, Creative Director, Curiosity Andy Millard, Senior Designer, Curiosity Jane Manchester, Creative Director, Curiosity Katie Price Ross, Director of Activation, Curiosity

Outdoor Media: Trans Lives Are Precious by FOLX Health for FOLX Health
FOLX Health wanted to up awareness for the trans and queer community and remind people that all lives mattered. Billboards in Atlanta and Houston were strategically placed to bring attention to a marginalized group, a segment rarely noted in OOH ads on highways. Plus, FOLX Health launched a billboard campaign along I-95, outside of Donald Trump’s Mar-A-Lago resort. The billboard read “Trans Lives Are Precious.” That goal was specific: Remind Trump, who had dismantled trans rights, that there is value in respecting all humanity.
Credits: TRAGIK, Creative Director, FOLX Health Rocco Kayiatos, Chief Content Officer, FOLX Health Marco Garcia, Senior Project Manager and Creative Producer, FOLX Health Matt Brooks, Senior Director of Content & Community, FOLX Health; #UnfortunatelyFakeNews by Exverus Media for Concern Worldwide
Concern Worldwide, a nonprofit dedicated to eradicating poverty, found a novel way to achieve U.S. visibility. The org called out the wealthy by placing billboards in key locations — such as CNN and Harvard — noting that billionaires like Elon Musk dropped his space program to eradicate poverty or Harvard donated endowment billions, ending the ad with a clever tag: #UnfortunatelyFakeNews. The results were telling: a 200% increase in organic site visits and a 150% lift in Concern ad awareness and 30% lift in brand awareness.
Affiliated Agency: Fred + Farid Los Angeles
Credits: Georgia Schreiner, Media Supervisor, Exverus Media Lorus Samo, Associate Media Planner, Exverus Media Charles Lai, Director of Analytics, Exverus Media Aaron Silva, Campaign Manager, Exverus Media Guillermo Galindo, Adops Analyst, Exverus Media Tasha Day, VP Media, Exverus Media Talia Arnold, Head, Planning & Strategy, Exverus Media William Durrant, MD, Exverus Media; HSBC Bluelight by Wunderman Thompson Canada for HSBC Bank US
To help create a sustainable future, HSBC launched an eco-digital campaign to underscore the United Nation’s COP 26 climate summit. Digital billboards in Manhattan emitted a specific blue light within a 400-500 nanometer range of nearby trees and flowers, encouraging chlorophyll absorption, photosynthesis and plant growth. The campaign, strategically placed in green areas near the UN and embassies of major COP26 players, generated 22 million + impressions during the summit. Its biggest gain — contributing to a greener city.
Affiliated Agency: Media: Omnicom Media Group
Credits: Agency: Wunderman Thompson Canada VP, Executive Creative Director: Ari Elkouby Copywriter: Kyle Carpenter Art Director: Lily Coyle Managing Director: Scott Miskie Account Team: Chandler Powell, Daniella Agency Producer: Jennifer Cotton Producer: Amy Quick, Demi Veselinovic Strategy: Matt Ball, Barbara Jung Project Manager: Anaysha Jairam Production: Sauce Production Editor(s): Brett Erina, Ben Badger Videography: Joseph Bressler CGI: The Faculty Media: Omnicom Media Group Client: HSBC US Clients Clients: Mira Hamade, Allison Warren, Kate Fullam

Performance Media & Marketing (including Direct Response, TV, Email, etc.): Eat Happy At Home by Jackson Spalding for Mendocino Farms
Mendocino Farm’s digital ad campaign—Eat Happy At Home—created by Jackson Spalding delivered a free deli side with an online purchase. It leveraged the Google Display Network and Facebook to drive online orders and increase revenue at stores. The collection of animated ads retargeted consumers and used lookalike audiences in a 10-mile radius around participating locations. On the GDN, 72% of traffic came from mobile devices, but 64% of purchases came from desktop. Facebook Ads drove performance, with every $1 spend on the social platform returning $41.72.
Credits: Kate Weaver, West Coast Office Lead, Jackson Spalding Rachel Weber, Paid Media Lead, Jackson Spalding Jessie Starke, Art Director, Jackson Spalding Maret Montanari, Public Relations Specialist, Jackson Spalding Kaitlin Kan, Senior Marketing Manager, Mendocino Farms; Walmart & So Yummy 360º Shoppable Campaign by First Media for Walmart
First Media’s food brand, So Yummy, partnered with Walmart to create a shoppable, content to commerce strategy. The 12-week campaign consisted of original video content for social and television designed to engage consumers. It was centered on So Yummy’s new food reality show competition called Unbox’d. During the show three top social media food influencers competed to create the best meal. The recipes were shoppable for millions of viewers. Products and ingredients in each segment could be purchased on Walmart.com in just a few clicks.
Credits: Guy Oranim, CEO, First Media Sharon Rechter, President, First Media Aerin Arkoff Cann, Vice President, Marketing & Client Services, First Media Tess Panzer, SVP, Creative, So Yummy, Blossom & Blusher, First Media Carrie Dole, Vice President, Operations & Production, First Media; Streamer Bowl II by Mediahub for Twitch
Mediahub created a campaign for Twitch to promote Streamer Bowl II using Digital OOH with hopes it would drive people to tune in on the site to watch. Rather than trying to serve the ads online, which the gamers would likely ignore, the campaign targeted them in the real world using DOOH. Using data for targeting, gamers who saw the out of home ads were 23-times more likely to tune into streamer Bowl II. It drove 245% incremental lift in onsite viewers, and 95% incremental lift for time on site.
Affiliated Agency: Rapport
Credits: Sam Harvey, Sr. Manager - Twitch Will Rosenthal, Media Manager – Twitch Claudia Chang, Product Operations Manager – Clear Channel Campbell Keller, Director of Product Development, Audiences – Clear Channel Kelly Smith, Director Programmatic Sales – Clear Channel Ben Abt, SVP, Group Media Director - Mediahub Dan Fogarty, Associate Media Director – Mediahub Annalecia Caires, Account Executive – Rapport Alexandra Stark, Sr, Account Executive – Rapport Melissa Christensen, Group Director – Rapport

Print (magazines and newspapers): 3M™ Advanced Filtering Face Mask/Travel + Leisure Partnership by Colle McVoy for 3M
3M promoted its Covid-protecting face masks in an easy way: during travel. Teaming with "Travel + Leisure," 3M created custom content under a “Welcome Back to the World” campaign, focused on four travel destinations the magazine’s readers missed most. From LA foods to Boston sites, Denver’s culture to Palm Springs’ beauty, the ads highlighted places — and the masks that made travel safer. The ads took off — earning a 90% recall rate, while some 82% of readers took action and 28% considered a future travel purchase.
Affiliated Agency: Meredith Corporation (Publisher Partner)
Credits: Mike Caguin, Chief Creative Officer, Colle McVoy Mark Andersen, VP, Group Creative Director, Colle McVoy Puja Shah, VP, Group Creative Director, Colle McVoy Zach DeBlaey, Associate Creative Director, Colle McVoy Tricia Lynch, Account Director, Colle McVoy Steve Knapp, Managing Director, Media and Data Science, Colle McVoy Kim Dunn, SVP, Media and Data Science, Colle McVoy James Lager, Media Director, Colle McVoy John Borchardt, Producer, Colle McVoy Anna Barrick, Senior Project Manager, Colle McVoy Chris Peters, Senior Art Producer, Colle McVoy Alix Nichols, Senior Interactive Studio Artist, Colle McVoy Gina Latterell, Senior Interactive Producer, Colle McVoy Beth Smith, Broadcast Business Affairs Manager, Colle McVoy Michelle Holm, 3M Global Marketing Communications Manager – Consumer Safety, 3M Yessian, Music/Sound Design/Mix Nexus Studios, Animation; Paw Print by Foundry 360 part of Dotdash Meredith for Mars Petcare
To reach dual cat-dog owners, MarsPetcare created “Paw Print,” a twice-yearly print magazine that covers key issues for pet lovers. Plus, it was the sole advertiser. An extension of DailyPaws.com, Meredith’s pet news portal, Mars utlized its massive database. And the results were purr-fect. “Paw Print” launched in May 2021 with a circulation of 1M; it hit 1.25M by September. Readers spent 80 minutes reading, and nearly three in four (73%) read every page. Notably, 99% said they would act on something they read.
Credits: Editorial • Diane di Costanzo – VP, Editorial Director, Foundry 360 • Jonathan Whitbourne – Editorial Director, Foundry 360 • Lacey Howard – Executive Editor, Foundry 360 Creative/Photo • David Matt – VP, Creative, Content & Strategy, Foundry 360 • Nicole Cioe – Art Director, Foundry 360 • Jennifer Tuozzolo – Executive Director, Video & Photo Content, Foundry 360 • Sarah Rozen – Photo Editor, Foundry 360 • Amy Rosenfeld – Creative Director, Foundry 360 Sales/Account Services/Production • George Baer III – VP Managing Director, Foundry 360 • Joe Wines – Business Development Director, Foundry 360 • Paula Giroux – Executive Director, Client Partnerships, Foundry 360 • Sharon Mulligan – Account Director, Foundry 360 • Marie Lane – Senior Production Manager, Foundry 360; Challenging Humanity With A Hybrid Media Plan by Mediahub for Sweet Tooth, Netflix
To promote its “Sweet Tooth” series about a hybrid boy/deer, Netflix debuted a “hybrid first” campaign in newspapers (“USA Today”) and magazines nationwide, sparking debate across social media. An animatronic hybrid, half human baby, half owl, was created and taken for a stroll in LA. People were stunned! Kids were especially kind, insisting it was wrong to reject those who were different. The campaign highlighted the series – with 82,000 social posts and108 million earned impressions. “ST” became the No. 1 streaming series in June.
Credits: Netflix Mike Rossetti, Director, US Media, Series, Netflix Cynthia Chang, Manager, US Media, Series, Netflix Ali Feinstein, Manager, US Marketing, Netflix Cassie Tregellas, Manager, US Marketing, Netflix Melinda Okoye, Marketing Creative Producer, UCAN, Netflix Mediahub Jackie Stasi, Chief Client Officer, Mediahub Laura Kelly, VP Group Media Director, Mediahub Sara Hilgendorf, Associate Media Director, Mediahub Alexis Ascher, Media Supervisor, Mediahub Nita Bhojwani, Media Planner, Mediahub Laurel Boyd, Chief Creative Media Officer, R+D Lab, Mediahub Simeon Edmunds, SVP Creative Director, R+D Lab, Mediahub Alexis Westin, Senior Content Creator, R+D Lab, Mediahub Doug Leasure, Content Creator, R+D Lab, Mediahub Madison Brinser, Content Creator, R+D Lab, Mediahub whoisthebaldguy Michael Krivicka, Director, whoisthebaldguy Christopher Yoon, Producer, whoisthebaldguy Raymond Hauserman, Production Manager, whoisthebaldguy Tawny Fernandez, Location Manager, whoisthebaldguy Chris Hadland, Director of Photography, whoisthebaldguy Tinsley Studio, Fabrication, whoisthebaldguy Eric Fielder, Puppeteer, whoisthebaldguy Gary Grove, Puppeteer, whoisthebaldguy Deborah Galvez, Puppeteer, whoisthebaldguy Melissa Blackwood, Talent, whoisthebaldguy

Research/Consumer Insights: Accelerated Enterprise by Forbes for Adobe
Adobe turned to Forbes to conduct a survey of more than 500 senior digital and technology executives. The goal was to educate business decision-makers on how to transform their workplace and workflows. The findings in were so influential that they made it everywhere from Forbes CIO Summit to Adobe’s celebrated summit. The data also helped educate the multi-platform campaign that went live in April 2021. From 12,000+ person webinars to thousands of leads generated from content, the numbers are surpassing industry benchmarks.
Credits: Adobe: Marc Blakeney: Director, Enterprise Marketing, Digital Media Henrik Owenmark: Marketing Lead, Partner Marketing, Digital Media Karen Kobleur: Enterprise Marketing Campaign Manager Sulu Gopal: Head of Global Enterprise Marketing Cheryl Striepe: Enterprise Acquisitions Campaigns Kari Norder: Group Product Marketing Manager Forbes: Tara Michaels: Director, Strategic Partnerships Alex Cohn: Sales Planner Adelaide Hill: Senior Manager, Content Partnerships Ross Gagnon: Director of Research Meenal Vamburkar: Editor, Forbes Content Studio Todd Della Rocca: Project Manager Jennifer Ramos: Designer Peter Sarnoff: Manager, Content Partnerships; Paw Print by Foundry 360 part of Dotdash Meredith for Mars Petcare
Foundry 360, part of Dotdash Meredith, created Paw Print, a twice-yearly magazine. An extension of DailyPaws.com, Meredith’s pet news portal, each issue features pet-parent topics. All ads in the first issue highlighted Mars Petcare products. The magazine launched in May 2021 with a circulation of 1M – the largest ever print magazine in the pet category. Readers spent 80 minutes reading, and 73% read every page. Significantly, 99% said they’d act on something they’d read and 93% would share the magazine with friends.
Credits: Editorial • Diane di Costanzo – VP, Editorial Director, Foundry 360 • Jonathan Whitbourne – Editorial Director, Foundry 360 • Lacey Howard – Executive Editor, Foundry 360 Creative/Photo • David Matt – VP, Creative, Content & Strategy, Foundry 360 • Nicole Cioe – Art Director, Foundry 360 • Jennifer Tuozzolo – Executive Director, Video & Photo Content, Foundry 360 • Sarah Rozen – Photo Editor, Foundry 360 • Amy Rosenfeld – Creative Director Sales/Account Services/Production • George Baer III – VP Managing Director, Foundry 360 • Joe Wines – Business Development Director, Foundry 360 • Paula Giroux – Executive Director, Client Partnerships, Foundry 360 • Sharon Mulligan – Account Director, Foundry 360 • Marie Lane – Senior Production Manager, Foundry 360; Everybody In by Carat, dentsu for General Motors
The General Motors “Everybody in” campaign aimed to change EVs from being “elites-only” vehicles. It generated more than 800MM+ impressions Weekly average search volume for GM lifted and the brand saw record closing stock prices. Positive mentions of GM on social media increased 43% and “Everybody in” paid social and OLA drove +45% increased traffic to GM.com. Strategic content partnerships including custom “Action Buttons” generated an 18.7% lift in awareness and 5.8% lift in EV association for GM.
Affiliated Agency: Carat, Media Agency dentsu, Agency McCann, Creative Agency
Credits: Megan Stooke, General Motors, Director Brand Experience Danielle Yocum, General Motors, Global Marketing Manager Theresa Thomas, EVP Planning, Carat Mary Angott, SVP Planning, Carat Kaitlin Freer, VP Planning, Carat David Lai, SVP, Strategy & Insights, Carat Grant Thornton, CEO and Global Business lead, McCann Brad Emmett, Chief Creative Officer, McCann Diana Ceausu, Global Head of Strategy & Research, McCann Krysty Sagnia, EVP, Executive Account Director, McCann Jason Dale, VP, Senior Account Supervisor, McCann

Social Media: Hillel International #OwnYourstar by Electric Symphony Media, ESM for Hillel International
The Hillel International #OwnYourStar campaign running on social media sites TikTok, Snapchat, Instagram, and Facebook set out to encourage and connect with Jewish students, community members and allies, asking them to express their Jewish pride, and discourage the rise of antisemitism. The campaign was geared toward Gen Z audiences, and college students. The focus, create a united front among Jewish students. The campaign created 4.8 million impressions reaching 2,8 million users. It created 913 post shares, 460 post saves, and 15,227 post likes and reactions.
Affiliated Agency: Oberland, Creative Services
Credits: Dave Hassard, ESM, Managing Partner - Operations, Analytics & Reporting Lisa Lucibello, ESM, Department Director - Account Management & Client Services Ivaliese Chihimie, ESM, Executive - Account Management Shannon Toth, ESM, Executive - Client Services Briony Smith, ESM, Coordinator - Social Media; Challenging Humanity With A Hybrid Media Plan by Mediahub for Sweet Tooth, Netflix
A pandemic is a precarious time for Netflix to introduce a story about a deadly virus that ravaged the planet, but Mediahub took the challenge to promote Sweet Tooth, a series set in a post-apocalyptic world where children mutated into part human, part animal. As part of the campaign, Mediahub created an animatronic hybrid named Oscar, half human and half owl, and brought him to the streets of Los Angeles to capture reactions. The campaign resulted in 82,000 social posts, 108 million earned impressions—14X paid impressions.
Credits: Netflix Mike Rossetti, Director, US Media, Series, Netflix Cynthia Chang, Manager, US Media, Series, Netflix Ali Feinstein, Manager, US Marketing, Netflix Cassie Tregellas, Manager, US Marketing, Netflix Melinda Okoye, Marketing Creative Producer, UCAN, Netflix Mediahub Jackie Stasi, Chief Client Officer, Mediahub Laura Kelly, VP Group Media Director, Mediahub Sara Hilgendorf, Associate Media Director, Mediahub Alexis Ascher, Media Supervisor, Mediahub Nita Bhojwani, Media Planner, Mediahub Laurel Boyd, Chief Creative Media Officer, R+D Lab, Mediahub Simeon Edmunds, SVP Creative Director, R+D Lab, Mediahub Alexis Westin, Senior Content Creator, R+D Lab, Mediahub Doug Leasure, Content Creator, R+D Lab, Mediahub Madison Brinser, Content Creator, R+D Lab, Mediahub whoisthebaldguy Michael Krivicka, Director, whoisthebaldguy Christopher Yoon, Producer, whoisthebaldguy Raymond Hauserman, Production Manager, whoisthebaldguy Tawny Fernandez, Location Manager, whoisthebaldguy Chris Hadland, Director of Photography, whoisthebaldguy Tinsley Studio, Fabrication, whoisthebaldguy Eric Fielder, Puppeteer, whoisthebaldguy Gary Grove, Puppeteer, whoisthebaldguy Deborah Galvez, Puppeteer, whoisthebaldguy Melissa Blackwood, Talent, whoisthebaldguy; Dove #NoDigitalDistortion by Mindshare for Dove (Unilever)
In the U.S. only 25% of parents are aware of the Dove Self-Esteem Project (DSEP), which has been around for 15 years, but the company now wanted to go directly to the young girls. Mindshare was challenged to develop a campaign that would help DSEP reach GenZ girls, so the agency created a campaign on TikTok to build a content stream over 21x days, leaning on six influencers that GenZ teens trust. The partnership with TikTok garnered 63 million impressions and increased awareness of Dove’s message amongst GenZ by more than 5.4%.
Affiliated Agency: Collectively (Influencer Agency); Edelman (PR Agency)
Credits: Kathryn Fernandez (Global Brand Director, Dove Masterbrand); Hannah Burns (Global Senior Brand Manager, Dove Masterbrand); Jovan Martin (Unilever Media, Head of BPC Media); Jillian Shaw (Unilever Media, Media Manager); Daniel Eckrote (Managing Director, Mindshare); Chris McCraw (Director, Mindshare): Michelle Morgan (Associate Director, Mindshare); Ann Kelsey (Branded Content Producer, Mindshare); Leah Sichenzio (Associate, Mindshare), Tessa Green (Director, Mindshare), Zinmin Zhang (Associate Director, Mindshare), Daniel Ottinger (Associate Director, Mindshare), Chelsea Heath (Manager, Mindshare), Lauren Sohnen (Associate Director, Mindshare), Ajayne Totten (Associate Director, Mindshare)

TV or Interactive/Enhanced TV: Snap to Steal by Goodby Silverstein & Partners for Frito-Lay North America, Cheetos
Super Bowl snacks during the big game can be a competitive battleground. Cheetos, in launching its new Crunch Pop Mix, used Snapchat image-recognition technology to let viewers “steal” the new snack right out of the TV screen by scanning the commercial. A 3D hand appears to pull the snack right out of the TV set. Some 50,000 bags were “stolen” (and then mailed to participants). Loyalty to Cheetos soared -- up a massive 2,500%, with a brand uplift of near 600%. A crunching score.
Credits: Frito-Lay Chief Marketing Officer - Rachel Ferdinando SVP, Core Brands - Marissa Solis Senior Brand Director - Jess Spaulding Marketing Director - Melody Macaluso Marketing Manager - Lauren Creed Marketing Analyst - Joey Rickert Director of Strategic Insights - Brodie Dunn Communications Director - Chris Yemma Brand Communications Senior Representative - Lindsey Smith Video Expert, APR - Carol Pock Talent CEO, Shakermaker - Emma Quigley Global Head of Business Affairs, Talent and Influencers, UEG - Dina Mallin Goodby Silverstein & Partners Chairman - Jeff Goodby Chairman - Rich Silverstein Chief Creative Officer - Margaret Johnson Creative Director - Eamonn Dixon Creative Director - Stefan Copiz Copywriter - Lennie Galloway Art Director - Thomas Gledhill Co-Director of Production - Leila Gage and Margaret Brett-Kearns Executive Producer - Sara Ward Senior Producer - Dan Watson Senior Producer - Noah Dasho Senior Producer - Alex Healy Managing Partner - Brian McPherson Group Account Director - Meredith Williams Account Director - Chris Nilsen Account Manager - Lindsay Foregger Account Manager - Maria Ragusa Assistant Account Manager - Tysjah Pitchford Partner, Head of Brand Strategy - Bonnie Wan Partner, Head of Communication Strategy - Christine Chen Group Brand Strategy Director - Ralph Paone Brand Strategy Director - Gabriella Dishtosky Senior Strategist - Shaza Elsheshtawy Comms Strategy Director - Caitlin Neelon Senior Comms Strategist - Drew Forrest Head of Business Affairs - Judy Ibarra Business Affairs - Kristian Evanculla Trafficking Manager - Rowena Cuejilo Hungry Man Director - Bryan Buckley Executive Producers - Mino Jarjoura & Caleb Dewart Head of Production - Marian Harkness Producer - Matt Lefebvre Production Supervisor - Cassidy Gill Cinematographer - Pär M. Ekberg Exile Editor - Kirk Baxter Assistant Editor - Mitch Goldberg Producer - David Won EP - CL Kumpata Head of Production - Jennifer Locke Beacon Street Studios Music, Mix & Sound Design Arrangement - Andrew Feltenstein & John Nau Engineer - Rommel Molina Executive Producer - Leslie DiLullo Senior Producer - Kate Vadnais a52 - VFX Studio VFX Supervisor - Andy Rafael Barrios Lead Flame Artist - Andy Rafael Barrios Flame Artists - Matt Sousa Online Editor - Kevin Stokes, John Valle Producer - Chris Lewis Head of Production - Stacy Kessler-Aungst Executive Producers - Patrick Nugent & Kim Christensen Managing Director - Jennifer Sofio Hall Colorist - Gregory Reese Producer - Jenny Bright Executive Producer - Thatcher Peterson; GiveFTW by Caffelli for Caffelli
Gamers are a passionate bunch. What better way than to get gaming hosts/influencers -- via a community giving game, GiveFTW (Give For The Win) -- to help push giving to non-profit groups, The Trevor Project and Oceana, in supporting a wide range of issues-- mental health awareness, inclusivity, and conservation. More than 3,000 players participated, which included them sharing messages. Some 30,405 social engagements and 14.1 million media impressions later resulted in donations of $50,000 each to The Trevor Project and Oceana. Good score.
Credits: Caffelli; Pure Michigan Leverages Tremor Video’s Data-Driven Creative to Reach Adventure Scouts and Sentimental Travelers by Tremor Video + Universal McCann (Detroit) for Pure Michigan
Getting consumers to travel by car to easily reach vacation spots is always an attractive lure. Employing data-driven media/marketing, reach solutions and behavioral targeting, Pure Michigan, created those vacations locations, for 20 Midwest markets. For example, one targeted market, Traverse City, was highlighted for traveling to Port Austin and Tawas City. For Chicago, it talked up Marquette and Ironwood. From a single video source, it created 1,000 executions, garnering some 25,000 viewer engagements about Michigan travel. On the road again -- sentimentally speaking.
Affiliated Agency: McCann Erickson (Detroit) - creative agency
Credits: Gabriela Maestre, Senior Director of Creative Solutions, Tremor Video

2022 Finalists

Creative Media Awards