MediaPost – Creative Media Awards

Creative Media Awards

Audio: Sound Travels by Expedia Group Media Solutions for Brand USA
Hear that steady click-clack of the track sound? You know that’s a roller coaster climbing, ready to drop. How about crashing of waves? Emotional attachment can grab you. And so you might think of travel. Entering a Brand USA travel microsite, users were prompted to use headphones to hear 3D audio content, selecting different sounds based on travel experiences. The campaign produced over 350 million impressions, users spending more than two minutes on site, and a 20% year-over-year increase in passenger demand. Sound familiar.
Affiliated Agency: Create Future – Creative Consultant ;Clatter&Din – 3D Audio Recording & Production
Credits: N/A; Chompers by Gimlet Media for P&G/Crest Kids
Impossible task to get kids to brush their teeth? What about some entertaining audio content while cleaning their tusks --- for around two minutes, the recommended brushing time? Crest Kids met the challenge for its "Chompers" campaign, posting content on nearly every platform where people download or stream podcasts/music. The app was downloaded 4 million times. Before: Only 6% of parents reported it was “very easy” to get kids to brush. After "Chompers”: 68%; with 91% saying their kids were brushing more.
Affiliated Agency: Hearts & Science
Credits: Gimlet Media Show Host - Rachel Ward VP of Brand Partnerships Anna Sullivan Account Manager - Grace Hawkins Hearts & Science Director, Innovation - Wilson Standish Group Director, Content - Elyse Johnson Supervisor, Strategy- Brian Post Brand Director, Strategy- Liam Herlihy Associate Director, Marketing Science - Michael Gotkin Senior Director, Strategic Partnerships - Carrie Israel; GE Voyages by Giant Spoon & T Brand Studio for GE
Selling big power access for communities, GE looked to places with big sounds key to locales -- Chile’s Atacama Desert, the Bujagali Falls on the Nile River, and off the coast of Germany in The North Sea. Partnered with The New York Times Magazine’s Voyages section, an attached audio stream was designed to listen while reading. During a one week period over there was 1.21 million page views, users spending 130% more time than the average NYT article. The sound of power.
Credits: Giant Spoon: Trevor Guthrie, Co-Founder Laura Correnti, Partner Mike Friedman, Media Director Amélie DeBlois - Senior Strategist Walker Schiff - Strategist Sid Subramaniam - Associate GE: Linda Boff, CMO Sam Olstein, Director, Global Innovation Lindsey Stein, Director, Brand Marketing Alexa Cassanos, Corporate Communications Annette Muktu, Culture Communication Leader, Africa Greg Gibbons, Chief Communications Officer Nancy Briscoe, Senior Manager, Audience Development Kristin Fallon, Marketing Communications Executive Jeremy Bustin, Communications Manager, GE Power Agathe Lefevre De La Houpliere, Media Relations Specialist Laurence Caillet, Hydro Communications Leader Cauê Rodrigues, Growth Initiative Specialist, Latin America Emma Quigley, Leader, Culture Communications Megan Newhouse, Director, Employee Communications Simon Langford, Digital Communications Patric Rayburn, Digital and Social Media Director Sebastien Duchamp, Director, External Affairs Juliana Souza, Head of Communications, Latin America Lisa Bushka, Communications Manager, GE Power Gina Vitale, Content Manager, Marketing Platforms New York Times’ T Brand Studio: Jasmine Stein — Senior Strategist, T Brand Studio Olivia Grow — Senior Strategist, T Brand Studio Madeline Wheelock — Associate Director, Branded Content Production, T Brand Studio Katie Reynolds — Producer, T Brand Studio Mikala Bierma — Creative Director, T Brand Studio Alicia Hallett-Chan — Creative Director, T Brand Studio Nicole Marie Rincon — Art Director, T Brand Studio Fernando Capeto — Designer, T Brand Studio Harry Bradford — Deputy Editorial Director, T Brand Studio Kathryn Roach — Director of Photography Sophie Butcher — Photo Editor Cody James — Photographer Benjamin Nimkin — Sound Engineer Molly Bentley — Voice Over Talent

Branded Entertainment: Brand/Product Placement: #XT4THEDROP by Carat for General Motors / Cadillac / XT4
Cadillac needed to launch its first SUV in the direction of a young audience. It created an immersive installation experience at Complex Con, where, among a great many other things, it partnered with iconic rapper Nas to give away the most exclusive drop of the weekend -- a Cadillac diamond-encrusted chain. Results included a 3,600% increase in visitation to Cadillac.com during Complex Con (91% coming from mobile) and 2.4MM+ earned media impressions. That's getting them where they live!
Affiliated Agency: Rokkan, Creative AOR-Developed creative assets and social promotion related to the campaign
Credits: • Deborah Wahl - Chief Marketing Officer, Cadillac • Melissa Grady - Performance Marketing Director, Cadillac • Raymond Warren - Senior Manager, Media, Cadillac • Dan Han - Manager, Media, Cadillac • Renee Rauchut - Director, Content Creation, Cadillac • Gabriela Holdt - Assistant Manager, Content Creation, Cadillac • Steve Nottingham – EVP, Managing Director, Carat • Shalise Bennett – VP, Director, Carat • Shane Malach – Director, Content, Carat • Ryan Persaud – Director, Communications Planning, Carat • Laura Pekarek – Associate Director, Content, Carat • Jess Lam – Associate Account Director, iProspect; Movie Dew-Overs by Viacom Velocity for PepsiCo / Mountain Dew ICE
Mountain Dew ICE needed to generate awareness and purchase consideration among the multicultural young and to get them to see ICE as funny and spontaneous. To do so, Viacom created “Movie Dew-Overs,” celebrating classic movie/TV tropes with new twists. Hollywood actor/MATVA nominee Winston Duke starred in long-form content. He was interviewed on the red carpet, teasing Dew ICE creative that was to debut that night. Fans organically shared program content across social, earning estimated 844K impressions. NICE!
Affiliated Agency: The Content Collective (OMD’s Content Partnership Team)
Credits: Beth Trentacoste, SVP Creative Director, Viacom Velocity Meg Sudlik, VP Creative Production Viacom Velocity Matt Newcomb, VP Integrated Marketing MTV/Viacom Velocity Erin Liabo, Sr Director Integrated Marketing MTV/Viacom Velocity; Long Live The King by Walton Isaacson for Lexus
Lexus wanted to call attention to its technological innovation in its outreach to a younger, more diverse demo, include Black influencers. The agency had the brand engage in a unique brand integration with "Black Panther," leaning in to everything it stood for culturally. On Super Bowl Sunday, an original "Black Panther"/Lexus spot ran, and the LS 500 became the most searched vehicle on Kelly Blue Book, with a 2,500% lift, along with a 1,080% lift on Edmonds.com. YouTube engagement increased by 179%. A sweet ride!
Affiliated Agency: Team One, Media
Credits: Walton Isaacson team members: Partners: Aaron Walton and Cory Isaacson EVP/Group Account Director: Ayiko Broyard Group Creative Director: Remy Merriex Group Creative Director: Matt Weiner Associate Creative Director: Diori Thomas Associate Creative Director: Michael Craighead Associate Creative Director: Nick Kamei Art Director: Carlo Reyes Executive Producer: Shauna Williams Associate Producer: Elsa Rubalcava Head of Strategy: Christine Villanueva Sr. Director of Strategy: Raul Rios Account Director: Mike Marinero Director Project Management: Karen Kohn Music Supervisor: Andrew Logan Business Affairs Manager: Angel Cielo Broadcast Traffic Manager: Lesley Howser

Branded Entertainment: Contests/Events/Experiential: #XT4THEDROP by Carat for General Motors / Cadillac / XT4
Cadillac partnered with rapper Nas to give away a diamond-encrusted chain to a fan during the ComplexCon festival, as part of the campaign launching the XT4 compact luxury SUV. The initiative also involved an immersive installation experience at ComplexCon -- including exclusive merchandise giveaways. More than 10,000 people visited the installation, while Twitter activity garnered more than 8 million impressions and 2.7 million video views.
Affiliated Agency: Rokkan, Creative AOR-Developed creative assets and social promotion related to the campaign
Credits: • Deborah Wahl - Chief Marketing Officer, Cadillac • Melissa Grady - Performance Marketing Director, Cadillac • Raymond Warren - Senior Manager, Media, Cadillac • Dan Han - Manager, Media, Cadillac • Renee Rauchut - Director, Content Creation, Cadillac • Gabriela Holdt - Assistant Manager, Content Creation, Cadillac • Steve Nottingham – EVP, Managing Director, Carat • Shalise Bennett – VP, Director, Carat • Shane Malach – Director, Content, Carat • Ryan Persaud – Director, Communications Planning, Carat • Laura Pekarek – Associate Director, Content, Carat • Jess Lam – Associate Account Director, iProspect; The Oh Henry! 4:25 Bar by UM Canada for Hershey's / Oh Henry!
In hopes of appealing to millennials, the campaign for the Oh Henry! 4:25 bar sought to position it as a snack designed for the munchies. The packaging was changed from yellow to green, and the brand partnered with Epic Meal Time to allow people to sample the bars on April 25th in Kensington Market, near cannabis dispensaries. The campaign also involved giving out 15,000 bars at 4:25 p.m. during Toronto's 2018 Global Marijuana March. The campaign garnered more than 69 million earned media impressions.
Affiliated Agency: Creative Agency: Anomaly; PR Agency: Mint
Credits: Joanna Janisse, Director, Communications Planning, UM Canada; Andrea Neale, Manager, Connection Planning, UM Canada; Brooke Goldenberg, Planner, Connection Planning, UM Canada; Mathieu Gamache, Senior Marketing Manager, Oh Henry!; Sara Abe, Marketing Manager, Oh Henry!; Azim Akthar, Associate Marketing Manager, Oh Henry!; Daria Lysenko, Director, Anomaly; Jacqueline Lam, Supervisor, Anomaly; Ashley White, VP, Mint; Jennifer Williams, Director, Mint; Danielle Paik, Supervisor, Mint; SXSWestworld by Giant Spoon for HBO
To promote Westworld's second season, Giant Spoon created a theme park that replicated Sweetwater, the town in the show, 30 minutes outside of Austin, Texas during South by Southwest. Guests arrived via luxury buses, Lyft or Delta air. After they entered the park, they were able to explore 16 structures, including establishments used in the show. Westworld became the most discussed TV show on Twitter during the festival, and the campaign generated almost 1.9 billion social impressions.
Affiliated Agency: Glass Eye - content
Credits: Giant Spoon: Trevor Guthrie - Co-Founder Marc Simons - Co-Founder Jon Haber - Co-Founder Adam Wiese - Director, Strategy Patrick Jong - Director, Experiential David Jacobsen - Senior Producer Josh Yeston - Associate Creative Director Allister Hercus - Senior Strategist Justin McCoy - Experiential Producer Elysha Beckerman - Senior Social Strategist Annie Chen - Experiential Designer Jordan Pennino - Strategist Ignacio Linares - Senior Art Director Will Morel - Senior Integrated Content Producer HBO: Chris Spadaccini - EVP, Consumer Marketing Zach Enterlin - EVP Program Marketing Sono Mitchell - VP, Program Marketing & Marketing Strategy Steven Cardwell - Director, Program Marketing & Marketing Strategy Mark Doumet - Manager, Program Marketing, Program Marketing & Marketing Strategy Theo Battaglia - Coordinator, Program Marketing & Marketing Strategy Chris Willard - Director, Corporate Affairs Sohini Sengupta, Creative Director, HBO Creative Services Badger Denehy, Associate Creative Director, HBO Creative Services Emily Giannusa - Director, Digital & Social Media Tanner Stransky - Director, Digital Content Dolly Meckler - Associate Manager, Digital & Social Media Katie Lucas - Senior Editor, Digital Content Charlie Weber - Coordinator, Digital & Social Media Kilter Films: Jonathan Nolan, Show Creator Lisa Joy, Show Creator Noreen O’Toole, Producer Halle Phillips, Producer Mycotoo: Clifford Warner, Co-Founder David Wally, Co-Founder, Creative Producer Seth Cover, CEO, Principal Fri Forjindam, Chief Development Officer, Principal Bonnie Hallman, Senior Creative Director Tara Griffo, Production Coordinator Katy Bribois, Senior Costume Designer

Influencer Marketing: Dundee: The Son of a Legend Returns Home by UM & Droga5 for Tourism Australia
Fans rejoiced with excitement for a Hollywood reboot with “Dundee: The Son of a Legend Returns Home." Despite trailers, PR releases and behind-the-scenes "leaks," a Super Bowl ad revealed the prank. Then, all media transformed into Tourism Australia branded assets; from ‘coming soon’ to ‘come soon’. Dundee generated 14,478 PR mentions with an equivalent advertising value of $85.1M. The week following reveal saw a 35% growth in searches for flights and Dundee was the #1 most-viewed Super Bowl campaign.
Affiliated Agency: Media: UM New York & UM Australia; Creative Agency: Droga5; PR: Kovert Creative; Production: Revolver/Will O'Rourke, Second Child, Biscuit Filmworks, Exile Editorial
Credits: Chris Colter, Strategy Lead, UM Australia; Sophie Bingham, Group Account Director, UM Australia; Sarina Ballauff, Digital Director, Global Business, UM Australia; Ashleigh Krstanoski, Client Director, UM Australia; Anthony Thomas, Digital Manager, UM Australia; Danny Huynh, SVP Client Business Partner, UM New York; Nataly Cavagnaro, VP Group Partner, UM New York; Kari Lang, Portfolio Manager, UM New York; Jillian Irizarry, Senior Manager Investment, UM New York; Daniele Ashkenazy, Associate SEM & Social Director, UM New York; David Droga, Creative Chairman, Droga5; Chris Colliton, Creative Director, Droga5 Kevin Weir, Creative Director, Droga5; Jim Curtis, Associate Creative Director, Droga5; Ryan Fitzgerald, Associate Creative Director, Droga5; Devin Croda, Design Director, Droga5; Jen Lally, Designer, Droga5; Jesse Brihn, Co-Director of Film Production, Droga5; Andrew Slough, Executive Producer, Film, Droga5; Jocelyn Howard, Director of Business Affairs, Droga5; Alex Smith, Producer, Interactive, Droga5; Cliff Lewis, Director of Art Production, Droga5; Will Davie, Group Strategy Director, Droga5; Colleen Leddy, Head of Communications Strategy, Droga5; Delphine McKinley, Communications Strategy Director, Droga5; Hillary Fink, Senior Communications Strategist, Droga5; Janet Kim, Data Strategist, Droga5; Edward Rogers, Group Account Director, Droga5; Marissa Guerra, Account Director, Droga5; Annie Sherbon, Account Manager, Droga5; Jeff Winsper, Associate Account Manager, Droga5; Marianne Stefanowicz, Global Head of PR, Droga5; Danny Hernandez, PR Manager, Droga5; Steve Rogers, Director, Revolver/Will O'Rourke; Michael Ritchie, Managing Director, Revolver/Will O'Rourke; Pip Smart, Executive Producer, Revolver/Will O'Rourke; Russell Boyd, Director of Photography, Revolver/Will O'Rourke; Pete Sciberras, Editor, EXILE; Ted Royer, Chief Creative Officer, Droga5 Aaron Matys, Producer, Media, Droga5; Black-ish Gets Real About Diabetes by Spark Foundry for Novo Nordisk
The campaign relied on plot integration with ABC's Black-ish to educate African-Americans about diabetes. The first full-episode integration with a pharma company used Anthony Anderson's lead character to show the realities about being diagnosed diabetes. Then, real-life Anderson hit the talk show circuit on World Diabetes Day. The campaign received 225 million earned media impressions, 16.7 million views on the Facebook page, 8.1 million video views on Facebook, 640,000 unique Facebook engagements. Paid campaign cost of $0.07-$0.10/engagement.
Affiliated Agency: Publicis NNI
Credits: Eric Levin, EVP, Spark Foundry Anjali Martin, Group Client Director, Publicis NNI; #XT4THEDROP by Carat for General Motors / Cadillac / XT4
Cadillac increased its street cred for the XT4 with an immersive installation at urban fest Complex Con where some 10K visitors engaged with the SUV in person, while there was a +3,600% increase in website visitation to Cadillac.com during the two-day event, 91% coming from mobile. Twitter activity garnered over 8MM impressions and 2.7MM video views, with the pre-roll completion rates surpassing entertainment benchmarks by 78%. Rapper Nas even gave away a free Cadillac diamond-encrusted chain to one lucky fan.
Affiliated Agency: Rokkan, Creative AOR-Developed creative assets and social promotion related to the campaign
Credits: • Deborah Wahl - Chief Marketing Officer, Cadillac • Melissa Grady - Performance Marketing Director, Cadillac • Raymond Warren - Senior Manager, Media, Cadillac • Dan Han - Manager, Media, Cadillac • Renee Rauchut - Director, Content Creation, Cadillac • Gabriela Holdt - Assistant Manager, Content Creation, Cadillac • Steve Nottingham – EVP, Managing Director, Carat • Shalise Bennett – VP, Director, Carat • Shane Malach – Director, Content, Carat • Ryan Persaud – Director, Communications Planning, Carat • Laura Pekarek – Associate Director, Content, Carat • Jess Lam – Associate Account Director, iProspect

Branded Entertainment: Original Film/Video: Dundee: The Son of a Legend Returns Home by UM & Droga5 for Tourism Australia
Australia needed a kick in the butt, tourism-wise. Banking on its primary association with "Crocodile Dundee," the brand's agency created a fake new movie touting Dundee's "son." Before the Super Bowl, it "leaked" behind-the-scenes footage as well as all the "official" branded assets. Halfway through the SB commercial, all its media changed from "coming soon" to "come soon." This saw a 35% growth in searches for flights; Dundee was the #1 most-viewed SB campaign. 78% of American travelers were thinking Australia, a 50% increase. G'day!
Affiliated Agency: Media: UM New York & UM Australia; Creative Agency: Droga5; PR: Kovert Creative; Production: Revolver/Will O'Rourke, Second Child, Biscuit Filmworks, Exile Editorial
Credits: Chris Colter, Strategy Lead, UM Australia; Sophie Bingham, Group Account Director, UM Australia; Sarina Ballauff, Digital Director, Global Business, UM Australia; Ashleigh Krstanoski, Client Director, UM Australia; Anthony Thomas, Digital Manager, UM Australia; Danny Huynh, SVP Client Business Partner, UM New York; Nataly Cavagnaro, VP Group Partner, UM New York; Kari Lang, Portfolio Manager, UM New York; Jillian Irizarry, Senior Manager Investment, UM New York; Daniele Ashkenazy, Associate SEM & Social Director, UM New York; David Droga, Creative Chairman, Droga5; Chris Colliton, Creative Director, Droga5 Kevin Weir, Creative Director, Droga5; Jim Curtis, Associate Creative Director, Droga5; Ryan Fitzgerald, Associate Creative Director, Droga5; Devin Croda, Design Director, Droga5; Jen Lally, Designer, Droga5; Jesse Brihn, Co-Director of Film Production, Droga5; Andrew Slough, Executive Producer, Film, Droga5; Jocelyn Howard, Director of Business Affairs, Droga5; Alex Smith, Producer, Interactive, Droga5; Cliff Lewis, Director of Art Production, Droga5; Will Davie, Group Strategy Director, Droga5; Colleen Leddy, Head of Communications Strategy, Droga5; Delphine McKinley, Communications Strategy Director, Droga5; Hillary Fink, Senior Communications Strategist, Droga5; Janet Kim, Data Strategist, Droga5; Edward Rogers, Group Account Director, Droga5; Marissa Guerra, Account Director, Droga5; Annie Sherbon, Account Manager, Droga5; Jeff Winsper, Associate Account Manager, Droga5; Marianne Stefanowicz, Global Head of PR, Droga5; Danny Hernandez, PR Manager, Droga5; Steve Rogers, Director, Revolver/Will O'Rourke; Michael Ritchie, Managing Director, Revolver/Will O'Rourke; Pip Smart, Executive Producer, Revolver/Will O'Rourke; Russell Boyd, Director of Photography, Revolver/Will O'Rourke; Pete Sciberras, Editor, EXILE; Ted Royer, Chief Creative Officer, Droga5 Aaron Matys, Producer, Media, Droga5; Wishes Delivered by T3 for UPS
At the holiday season, UPS needed a perennial solution to enhance the perception of the brand. "Wishes Delivered" is a feel-good campaign showing its employees' spirit of giving. UPS saw stronger returns on engagement bidding, which led to more sharing and views. With more visibility into paid data, UM was able to guide, measure and optimize creative, publishing and bidding on a weekly basis. Finding: a 24.7% negative sentiment off-set on a sizable increase of negative conversation around delayed packages!
Affiliated Agency: T3
Credits: Aaron Cacali, Group Creative Director Jen Smith, Creative Director Lauren D'Aloisio, Senior Art Director Annie Markovich, Copywriter Iva Zugic, Senior Art Director Lyndsey Reding, Associate Account Director Allyson Mays, Program Director Caroline O'Neill, Senior Account Executive Candice Garcia, Senior Strategist, Connections Sarah Hoffman, Associate Director, Connections Ryan Hodgson, Associate Director, Connections Ken Chow, Associate Director, Analytics John LaPrime, Motion Designer Jill Runyon, VP, Client Engagement Daniele Anastasion, Director - ContagiousLA Michael Kortlander, Director - Adolescent Content Susan Munro & Jonathan Melin, Editors - Hybrid Collective; Cinco Equis by Starcom for Heineken USA / Dos Equis
Looking to Millennial males to bump up interest in the brand, Starcom decided to keep it "interesante" by doing what guys do best: one-upping each other. It created videos ahead of Cinco de Mayo showcasing its Cinco Equis, three more than Dos Equis. The challenge was on, with increasing equis and larger cans. It released real Cinco Equis cans in NYC and Austin. Brand conversation increased 40%, Dos Equis was the #1 mentioned beer on Cinco De Mayo. F**k, yeah!
Affiliated Agency: Droga5
Credits: -

Business Media: Video Advertising Bureau + Viacom by Viacom Velocity for Video Advertising Bureau
Size matters. Just ask home décor company Wayfair or fashion maven Gwynnie Bee. They wanted to get their messages out to large audiences. TV is still the dominant media for mass influence. Wayfair was delighted fans loved its inventory and jingle, while Gwynnie Bee reveled in viewers’ brand recall. Both saw real growth after their spots ran, what the founders called the “halo” effect. Most telling, they went from new businesses to established and trusted entities, proving TV’s power.
Credits: Chris Carlson, SVP Viacom Velocity Ellie Miltner, Director Viacom Velocity Luke Simmons, VP, Creative Director, Viacom Velocity; An Entirely Different Beast by Digital Yalo for OpenConnect
To heighten brand awareness and increase lead generation, the campaign utilized creative animal imagery in whimsical fashion, underscoring the “entirely different beast” tag — think bunny and rhino. The goal: put OpenConnect on the map in the robotic process automation solutions space, promoting everything from sites to email to videos. OpenConnect’s eye-catching effort raised brand impressions with systems integrators and corporate customers. Quarter-over-quarter data recorded 32% growth in site users and 70% growth in LinkedIn clicks.
Credits: Brian Miller, Executive Client Lead Kristin Woodward, Executive Creative Director Lance Shoulders, VP Messaging Strategy Tim Aron, Sr. Designer Chris Stalcup, Creative Strategy Denise Cowden, Social Media Lead; State of Pay by Giant Spoon for Synchrony
The “State of Pay” cross-platform campaign utilized management interviews, articles and colorful infographics across CNBC and Synchrony social channels and a user-friendly content hub. The program launched at retail and ecommerce conference Shoptalk, then added new insights at other summits, enhancing its methods and reach. It even broadcast live Facebook interviews. The push to promote voice commerce, audio-based payments and its technology produced a 10% lift in recall and 13.5% lift in business intent users. Pay to play.
Credits: SYNCHRONY: Elspeth Dixon, SVP Corporate Brand, Synchrony Mason E. Narramore, VP, Brand Advertising & Content, Synchrony Aaron August, VP, Corporate Events, Corporate Communications, Synchrony Nicole F. Johnson, VP, Social Media, Synchrony Erica Manney, AVP, Social Media, Synchrony GIANT SPOON: Trevor Guthrie, Co-Founde, Giant Spoon Laura Correnti, Partner, Giant Spoon Corbin Brown, VP, Strategy Director, Giant Spoon Mike Valentin, Media Director, Giant Spoon David Jacobsen, Associate Experiential Director, Giant Spoon Nick Papa, Senior Media Strategist, Giant Spoon Ben Yarling, Senior Strategist, Giant Spoon Amanda Triglia, Media Strategist, Giant Spoon Alexa Masano, Experiential Producer, Giant Spoon Toby Boff, Associate, Giant Spoon CNBC: Bobbi Rebell – Host, State of Pay with Synchrony Jon Chase – Contributing Writer, State of Pay with Synchrony Mike Rucker – Vice President, The NBC News Brand Studio Jonah Weintraub – Executive Director – Video, The NBC News Brand Studio Elizabeth Barr – Editorial Director, The NBC News Brand Studio Karen Szeto - Director, CNBC Network Partnerships Connor Dougherty - Account Executive, The NBC News Group EDELMAN: Margaux LeBuffe, Senior Account Supervisor, Edelman Digital, Edelman

Content Marketing: Food Truck Love by Lopito,Ileana & Howie for AT&T/Lopito, Ileana & Howie
Cellphone service failed during Hurricane Maria, so getting users to like AT&T wasn’t easy. Enter a feel-good campaign — connecting with Puerto Ricans love of good, artisanal food at affordable prices. And throwing in an entertaining story line didn’t hurt. TV spots, print, digital ads, social media, live integrations and an interactive site pushed “Food Truck Love,” an engaging series The result? Sentiment toward the brand spun from negative to positive; and sales increased by 20% vs. 2017. Taste the love.
Credits: Client: Melissa Burgos - Director of Marketing PR/USVI (AT&T) Leymar Persico - Marketing PR/USVI (AT&T) Migdalia Diaz - Marketing PR/USVI (AT&T) Media: Alexandra Caraballo - Partner/Media Director (Lopito, Ileana & Howie) Grinoshka Bou - Digital Media Specialist (Lopito, Ileana & Howie) Carmen Rivera - Integrated Media Planner (Lopito, Ileana & Howie) Milka Seda - Integrated Media Group Director (Lopito, Ileana & Howie) Devaney Santana - Integrated Media Buyer (Lopito, Ileana & Howie) Creative/Digital Content: Armando Diaz - Digital Account Executive (Lopito, Ileana & Howie) Omar Vazquez - Art Director (Lopito, Ileana & Howie) Jose Menendez - Senior Web Developer (Lopito, Ileana & Howie) Rafael Refojos - Digital Content Manager (Lopito, Ileana & Howie) Account: Josue Gonzalez - Senior Account Director (Lopito, Ileana & Howie) Carlos Hernandez - Account Supervisor (Lopito, Ileana & Howie) Stephanie Hernandez - Account Supervisor (Lopito, Ileana & Howie) Creatives: Tere Davila - Partner/Creative Director (Lopito, Ileana & Howie) Ricardo Sanchez - Associate Creative Director (Lopito, Ileana & Howie) Lizzie Alamo - Senior Copywriter (Lopito, Ileana & Howie); Marriott Traveler by Yes Marketing for Marriott
Keeping travelers engaged is smart. That’s why Marriott Hotels emails the monthly Marriott Traveler newsletter, showcasing destinations and experiences worldwide. It personalizes users’ reading lists and supplies specific info for a customer’s upcoming trip. It’s the best of armchair travel. Who knew the jet set flocked to Uruguay’s Golden Riviera? From Savannah’s architecture to Iceland’s waterfalls and beaches, accessible stories and clean graphics entice the curious. Open rates soared 65%, a huge traffic driver for the pub’s site.
Credits: Robin Bennefield, Senior Manager/Managing Editor, Marriott Traveler Stephanie Woodson, Director, Creative + Content Marketing, Business Development and Marketing Strategy, Marriott Traveler Hannah Wiest, Content Distribution Manager, Marriott Christina Chang, Senior Designer, Yes Marketing Jen Tabbal, Senior Content Director, Yes Marketing Sterling Crain, Senior Designer, Yes Marketing Matt Caldwell, SVP Worldwide Creative, Yes Marketing Erica Huntley, Sr. Strategist, Yes Marketing Diana Prado, Strategy Analyst, Yes Marketing Afton McCann, Art Director, Yes Marketing, Stephanie Keuhn, Email Designer, Yes Marketing Maureen Zigulich, Account Manager, Yes Marketing Diana Strandberg, Director, Client Services, Yes Marketing; Rimmel + Refinery 29 “Beauty on My Block” by Zenith for Coty
Rimmel chose Hispanic, African American and Asian women to showcase the message that beauty is inclusive. That meant a creative revamp of the traditional beauty paradigm and an artistic makeover to promote the new tagline: “Edge Your Look.” Through a cross-platform partnership with Refinery 29 in four cities, local influencers and posts celebrated singular women and their striking facial designs. “Beauty on My Block” generated 96% positive sentiment and a 13% rise in purchase intent, proving beauty transcends conventional imagery.
Affiliated Agency: Beamly, Refiner29
Credits: Chandra Coleman VP, Rimmel & Mass Fragrances Chandra_Coleman@cotyinc.com

Native Marketing: Dexcom G6 T Brand Studio Partnership by Marcus Thomas LLC for Dexcom
This campaign highlighted Desxcom's new G6 continuous glucose monitor and how it allows people with type 1 diabetes to live normal lives without constantly pricking her finger. A three-minute film looked at Jordan Miller, a college student and athlete, showing that she now has more time to pursue her interests. The video was embedded in a custom article featuring country star Eric Paslay, who manages his diabetes with the G6. The two-month effort delivered more than 2 million impressions.
Credits: Mike Bloom, VP Global Strategic Marketing, Dexcom Chad Patterson, Marketing Director, Dexcom Anne Santoro, Marketing Manager, Dexcom Matt Hugel, Marketing Manager, Brand Communications, Dexcom Jill Lewis, VP Management Supervisor, Marcus Thomas LLC Carli Sidoti, Management Supervisor, Marcus Thomas LLC Raphael Rivilla, Partner/Media and Connections Planning, Marcus Thomas LLC Scott Chapin, SVP Digital Strategy, Marcus Thomas LLC Jim Sollisch, Partner/Creative Director, Marcus Thomas LLC Laura Seidel, Creative Director, Marcus Thomas LLC Stephanie Riediger, Senior Strategic Planner, Marcus Thomas LLC Lisa Holmgren, Senior Media Planner, Marcus Thomas LLC Angela Besprozvanny, Digital Media Planner, Marcus Thomas LLC Annie Robinson, Assistant Account Executive, Marcus Thomas LLC Megan Gannon, Art Director, Marcus Thomas LLC Rachel Hoskins, Copywriter, Marcus Thomas LLC Sam Mouser, Producer Adam Loeb, Senior Creative Video Producer, T Brand Studio Deanna Urciuoli, Post Production Supervisor, T Brand Studio Kelle Leonard, Post Production Associate, T Brand Studio Ellie Clayman, Art Director, T Brand Studio Yinersi Gonzales, Designer, T Brand Studio Sophie Butcher, Photography Editor, T Brand Studio Kortney Stringer, Editor, T Brand Studio Amanda Bungartz, Creative Strategist, T Brand Studio; Go Beyond by National Geographic and Wavemaker for T. Rowe Price
The “Go Beyond” video campaign aimed to compare compare National Geographic's “Explorers” with T. Rowe Price's analysts, positioning the latter as people who also “go beyond” by taking an active approach to investments. One spot juxtaposed photographer Brian Skerry against TRP automotive analyst Joel Grant; a written description that appears alongside the video says both men are “driven by passion, curiosity and love of knowledge.”
Credits: N/A; A Roundtrip to Adventure by WPP Horizon Team (Wavemaker & Ogilvy) for British Airways
In hopes of increasing Americans' awareness of British Airways, the company partnered with The New Yorker to create a native cartoon campaign aimed at empty nesters. The cartoons -- all created by New Yorker cartoonist Emily Flake -- featured “Sam” and “Karen” embarking on their first child-free European vacation. The cartoons were featured in a native landing page, which over-delivered traffic expectations by 122%.
Credits: Patrick Link, Associate Planning Director, Wavemaker Sara Fass, Senior Associate, Wavemaker Alicia Muzyka, International Content Marketing, British Airways Viktoria Williams, Global Communications Manager, British Airways Gabbi Baker, Account Director, Ogilvy Zoe Baker-Peng, Account Executive, Ogilvy

Creative: Surprising the Unsurprisable by MediaHub for Netflix
Marketing the Netflix “Altered Carbon” TV series -- where human digital remains can be re-expressed after death into a new body -- might not be so intriguing to dubious seen-it-all sci-fi fans. But taking the show’s fictional company Psychasec into the real world of CES -- as well as staging a real-life protest -- provided some head-scratching thought. Also real bus shelters ads came to life -- 3D human-like figures. Videos shared were viewed 9 million times. Real life after life.
Credits: Chris Lee, Director of Consumer Marketing, Netflix; Aaron Jones, Consumer Marketing, Netflix; Markus Gerdemann, Global Creative Marketing, Netflix; Vivian Doute, Marketing Operations Print Producer, Netflix; John Moore, Global President, MullenLowe Mediahub; Sean Corcoran, EVP Director of the Americas, MullenLowe Mediahub; Christine Bradt, SVP Group Media Director, MullenLowe Mediahub; Laurel Boyd, SVP, Director of R+D Lab, MullenLowe Mediahub; Alli Blender, VP, Associate Media Director, MullenLowe Mediahub; Simeon Edmunds, VP, Associate Director, Media Content & Innovation, R&D Lab MullenLowe Mediahub; Kelly Ross, Senior Media Planner, MullenLowe Mediahub; Alexis Westin, Senior Media Planner, MullenLowe Mediahub; David Bruce, Assistant Media Planner, MullenLowe Mediahub; Glyn Williams, VP, West Coast, Rapport; Molly McCarthy , VP, Production, Rapport; Nehemiah Campbell, Associate Media Director, Rapport; Nathalie Shushan, Senior Account Executive, Rapport; Alexandra Stark, Junior Account Executive, Rapport; Dan Portrait, Executive Creative Director, Kamp Grizzly; Dushane Ramsay, Strategist / Senior Project Manager, Kamp Grizzly; Valarie Šakota, Project Manager, Kamp Grizzly; Luke Yablonsky, Creative Director, Kamp Grizzly; Heather Noddings, Art Director, Kamp Grizzly; Ashley Marcu, Designer, Kamp Grizzly; Logan Corcoran, Writer, Kamp Grizzly; Nat Gray, Photographer, Kamp Grizzly; Erik Saltzman, Videographer, Editor, Kamp Grizzly; Data in Dollars by Goodby Silverstein & Partners for Xfinity
We watch a lot of internet video. But do we put a price tag on it -- for each showing.? A basketball highlight video. That’s a data charge of $1.31. A makeup video, $1.57. Ads for Xfinity Mobile airing only on mobile and on SnapChat drove home the point. On YouTube there was a 113% lift in brand interest, a 10% lift in brand awareness, 425,000 swipes to the Xfinity Mobile website; and a 41% lower cost. Well, at least something is cheap.
Affiliated Agency: Spark Foundry; Thinking Machine; All Valley Yacht Club; Apache; Arsenal Creative;
Credits: Client: Xfinity SVP Brand Marketing and Communications: Peter Intermaggio SVP Brand Marketing and Communications: Todd Arata Vice President, Brand Marketing and Communications: Dustin Hayes Director, Brand Marketing and Communications: Kristen Greco Brand Manager, Brand Marketing and Communications: Kate Nicol Goodby Silverstein & Partners Partner: Jeff Goodby Partner: Rich Silverstein Chief Creative Officer: Margaret Johnson Creative Director: Jens Waernes Creative Director: Jon Wolanske Associate Creative Director: Felipe Lima Associate Creative Director: Tristan Graham Art Director: Ricardo Matos Copywriter: Otto Pajunk Director: Docter Twins Executive Broadcast Producer: James Horner Producer: Kateri McLucas Group Account Director: Jason Bedecarre Account Director: Lee Wilson, Shanley McClure Account Manager: Tenaya Ende Dep. Director Brand Strategy: James Thorpe Sr. Communication Strategist: Alex Oztemel Senior Business Affairs Manager: Chrissy Shearer Sound Design and Mix Company name: eLevel Senior Audio Engineer: Dave Baker Executive Audio Producer: Luke Dillon Animated Graphics Company name: eLevel Motion Graphics Creative Director: Mike Landry Executive Post Producer: John Dutton Post Producer: Jack Whalen Technical Director: Nathan Shipley COMPANY CREDITS: Media: Spark Foundry Media Partner: Google/YouTube Production Company: THINKING MACHINE Director: Docter Twins Production Design: All Valley Yacht Club Editor: Dan Aronin Telecine: Apache VFX/Finishing: ArsenalCreative Music: Christian Moder Sound Design and Mix, Animated Graphics: eLevel; The Oh Henry! 4:25 Bar by UM Canada for Hershey's / Oh Henry!
Even stoner millennials get the munchies. In Canada, Oh Henry! is the number one candy bar, mostly popular with those 45 and older. But what about the younger people? Hershey/Oh Henry! introduced a cannabis-inspired version, the Oh Henry! 4:25, participated in a big Toronto marijuana march, change the packaging to green from its traditional yellow, and gave away one million bars. That earned 69 million media impressions and nearly 16.5 million video views. High numbers, indeed.
Affiliated Agency: Creative Agency: Anomaly; PR Agency: Mint
Credits: Joanna Janisse, Director, Communications Planning, UM Canada; Andrea Neale, Manager, Connection Planning, UM Canada; Brooke Goldenberg, Planner, Connection Planning, UM Canada; Mathieu Gamache, Senior Marketing Manager, Oh Henry!; Sara Abe, Marketing Manager, Oh Henry!; Azim Akthar, Associate Marketing Manager, Oh Henry!; Daria Lysenko, Director, Anomaly; Jacqueline Lam, Supervisor, Anomaly; Ashley White, VP, Mint; Jennifer Williams, Director, Mint; Danielle Paik, Supervisor, Mint

Media Plan: Creating the Undead Lifestyle Trend by MediaHub for Netflix
To promote the Netflix show, the show's lead realtor characters reached more than 50 million people through faux home listings and native search integrations on Realtor.com/Zillow; Engagement rates on the native units exceeded typical metrics on real estate sites by two to four times. More than 12,000 people visited 100 Drybar salons that offered complimentary blowouts. Limited-edition show juices from Gilt and Project Juice sold out via a flash sale on Gilt, doubling the benchmark from previous campaigns.
Credits: Kelly Hughes Consumer Marketing, UCAN Netflix Chris Lee Director, Marketing, UCAN Netflix Mia Vickers Manager, Global Creative Marketing Netflix Tricia del Rosario Marketing Program Manager, Innovation Acquisition Netflix Michael Moll Marketing Operations Netflix Kevin Laurino Marketing Operations Netflix John Moore Global President MullenLowe Mediahub Sean Corcoran Executive Director of the Americas MullenLowe Mediahub Christine Bradt SVP, Group Media Director MullenLowe Mediahub Jamie Dorfman VP, Group Media Director MullenLowe Mediahub Laurel Boyd SVP, Director of R+D Lab MullenLowe Mediahub Betsy Rosenbloom Senior Media & Content Creator, R+D Lab MullenLowe Mediahub Laura Kelly Associate Media Director MullenLowe Mediahub Ali Sakai Integrated Media Supervisor Mullen Lowe Mediahub Sydney Bernardo Senior Media Planner MullenLowe Mediahub Sophie Turner Media Planner Mullen Lowe Mediahub Nehemiah Campbell Associate Media Director Rapport Natalie Shushan Senior Account Executive Rapport Alexandra Stark Junior Account Executive Rapport; A Never-Been-Done-Before Media Buy with Weather Channel Layered with Creative OOH + Digital Delivers Avalanche of Success by Empower for O' Keeffe's Working Hands Hand Cream
The campaign defined "cold" and triggered media based on real-time weather conditions and layered on audience data to strategically target dry skin sufferers across digital screens. The triggered messaging also served on out-of-home digital screens at malls, gyms and doctor offices. The Weather Channel created a fully flexible schedule that shifted spots based on changing weather patterns - a revolutionary approach that had never been attempted. With a 22% smaller media budget, the campaign resulted in double digit sales.
Credits: Aaron Fromm, Former Marketing Director O' Keeffe's Megan Cambridge, Former Brand Manager O' Keeffe's Kelly Patek, Sr. Specialist Planning Empower Amanda Birck, Director Broadcast Empower Erin Dunigan, Associate Director OOH Empower Sam Goecke, Sr. Specialist Digital Empower Rachel Doyle, Assoc. Director Account Empower Lauren Weisbrodt, Director Planning Empower; Food Loves Milk by Goodby Silverstein & Partners for California Milk Processor Board
To entice people to drink milk again, the campaign infiltrated food culture on a number of fronts. It changed Food & Wine magazine to Food & Milk; TV shows Will & Grace, This Is Us and Black-ish wove milk into the story lines. Recipe sites like Allrecipes.com created dynamic banners that suggested food and milk combos. 30 California restaurants developed specialty menu items to be paired with milk. Year-over-year CA milk sales increased by 8.2%.
Affiliated Agency: Hornet; SIREN
Credits: Goodby Silverstein & Partneres - Creative: Executive Creative Director/Co-Chairman/Partner: Jeff Goodby Copywriter: Jo Cresswell Art Director: Sian Coole Production: Director of Production: Tod Puckett Executive Broadcast Producer: Leila Gage Producer: Alisa Latvala and Joni Wittrup Photographer: Kyle Bean Prepress: Pacific Digital Image Account Services President & Partner: Derek Robson Account Director: Cassi Norman Account Manager: Olivia Mullen Strategy: Group Brand Strategy Director: Kelly Evans-Pfeifer Sr. Brand Strategist: Gabriella Dishotsky Director of Communication Strategy/Partner: Christine Chen Communication Strategy Director: Nicole Richards Communication Strategist: Christina Rhee Jr. Communication Strategist: Willa Peng Group Research & Analytics Director: Margaret Coles Senior Research & Analytics Strategist: Jessica Badrous Business Affairs: Business Affairs Manager: Heidi Killeen Sr. Broadcast Traffic Manager: Edgar Ornelas Production Company: Hornet - Director: Kyle Bean Managing Director: Michael Feder Executive Producer: Hana Shimizu Head or Production: Sang-Jin Bae Producer: Dez Stavracos Editor: Anita Chao VFX Supervisor: John Mattiuzzi Mix and Sound Design: Heard City Sound Design: Elizabeth McClanahan Audio Mix: Phil Loeb & Elizabeth McClanahan Producer: Andi Lewis Executive Producer: Sasha Awn Managing Director: Gloria Pitagorsky Original Music: SIREN Producer: Sean Craigie-Atherton Composer: Vanessa James

Mobile Media: Going From the Small Screen to the Big Screen by S4M for Sony Pictures
S4M and IPG Mediabrands executed a mobile campaign with Sony Pictures to drive movie goers into theaters, reaching nearly half of the Singapore population. Custom audiences were created, combined with location data to drive them into the nearest theater. Users who met specific criteria saw a personalized message on their phone. The campaign had many facets, but the most intricate drove more than 24,000 users to click and book movie tickets, delivering a conversion rate of 1.2%.
Affiliated Agency: IPG Mediabrands (Media Agency)
Credits: James Rogers – Managing Director APAC, S4M Irene Tay – Marketing Director, Sony Pictures Releasing Singapore Pte Ltd Ivan Lian – Client Manager, IPG Mediabrands; Cheetos Vision by Goodby Silverstein & Partners for Cheetos
Staying true to their tradition of mischief, Goodby Silverstein & Partners and Frito Lay created Cheetos Vision, the first AI-powered camera that turns everything it films into Cheetos snacks. It uses deep learning and convolutional neural networks. Hundreds of thousands of photos were fed into AI and trained it to find within those photos Cheetos shapes. It took months of training. The technology was introduced at SXSW Interactive With billions of Cheetos shapes generated through the AI-powered camera, the campaign drove 300 million media impressions.
Affiliated Agency: OMD
Credits: Goodby Silverstein & Partners: CO-CHAIRMAN: Rich Silverstein CO-CHAIRMAN: Jeff Goodby CHIEF CREATIVE OFFICER: Margaret Johnson CREATIVE DIRECTOR: Jeff Gillette DIRECTOR OF CREATIVE TECHNOLOGY: Troy Lumpkin ASSOCIATE CREATIVE DIRECTOR: Kurt Mills ASSOCIATE CREATIVE DIRECTOR: Florian Marquardt ART DIRECTOR: Levi Russell COPYWRITER: Lucas Coutinho CREATIVE TECHNOLOGIST: August Bjornberg JUNIOR CREATIVE TECHNOLOGIST: Matthew Chiang DIRECTOR OF PRODUCTION: Margaret Brett-Kearns EXECUTIVE PRODUCER: Tena Goy INTERACTIVE PRODUCER: Severin Sauliere SOCIAL PRODUCER: Sammie Heston PRINT PRODUCER: Noah Dasho CONTENT CREATIVE: Isaak Le DIRECTOR OF COMMUNICATIONS: Meredith Vellines ACCOUNT DIRECTOR: Becca Morris ACCOUNT MANAGER: Molly Navalinski ACCOUNT MANAGER: Jacob Stitzel ACCOUNT MANAGER: Kieren Fickenscher COMMUNITY MANAGER: Kristine Ciardello GROUP BRAND STRATEGY DIRECTOR: Ralph Paone SENIOR BRAND STRATEGIST: Harper Bokum-Fauth COMMUNICATION STRATEGIST: Catherine Kim BUSINESS LEAD: Heidi Killeen MOTION CREATIVE DIRECTOR: Mike Landry MOTION ARTIST: Stephanie Sanchez MOTION ARTIST: Chris Seneker PHOTOGRAPHER: Quinn Gravier MEDIA AGENCY: OMD; Ford EcoSport: In-Car AR by Mindshare Canada for Ford/Ford EcoSport
Ford Canada sought to reach new audiences in the fast-growing compact utility vehicle (CUV) segment. The automaker called on Mindshare Canada to create an in-car AR platform that drove engagement and help establish Ford in the space. Within the Snapchat platform, the agency created an augmented reality vehicle. Using World Lenses allowed the user to roam freely to discover the car. Unlike conventional Snapchat Lenses that encourage users to “play” with the brand, In-Car AR brought a true-to-life showroom vehicle to the user.
Affiliated Agency: GTB
Credits: MEDIA: Senior Digital Investment Manager, Kenon Mak - Mindshare Canada Digital Investment Director, Lucy Crean - Mindshare Canada Planning Director, Cindy Goulart - GTB Canada Planner, Antonette Grant - GTB Canada ACCOUNTS: VP GAD, Justin Seegobin - GTB Canada Director, Wes Dean - GTB Canada Executive, Kristy Suurna - GTB Canada CREATIVE: Director, Ricardo Correia - GTB Canada Copywriter, Rodrigo Bergel - GTB Canada Art Director, Bruno Garcia - GTB Canada

Multicultural/LGBT Media: BMW & Grindr - The Zero Filter Awards by UM for BMW / BMW X2
LGBTQ community speaking out, with no filters, is a powerful marketing tool. BMW took that on for its all new BMW X2. It partnered with Grindr, the big LGBTQ social media site, to identify ‘Modern Maverick’ influencers, giving opportunity for users to celebrate their icons and heroes, as well as creating a live event celebration, the “Zero Filter Awards”. The deal drove 2,900 dealership visits, 62% coming from the live event, and generating the highest global traffic spike in Grindr’s history. Speaking out.
Affiliated Agency: Media Owner: Grindr
Credits: Nataly Caganaro, VP, Group Partner, Portfolio Management, UM; Molly Schultz, VP, Group Partner, Integrated Investment, UM; Paula Fedoris, SVP, Group Partner, Analytics, UM; Alex Ryan, SVP,Group Partner, Strategy, UM; Danny Huynh, SVP, Client Business Partner, UM; Chauncey Wesley, SVP, Group Partner, Integrated Investment, UM; Trevor Bozyk, VP, Group Content Director, UM; Sayli Thube, Manager, Integrated Investment, UM; Matthew Brodsky, Manager, Integrated Investment, UM; Kari Lang, Manager, Portfolio Management, UM; Matt Budke, National Sales Manager, Grindr; Kim Dailey, VP, Consulting, Octagon; Kim Fitzgerald, Account Manager, Consulting, Octagon; Gabe Dunn, Media Communications Manager, BMW; Trudy Hardy, VP, Marketing, BMW; Wolfgang Gross, Head of Brand Communications, BMW; This is Mi Cultura by Spark Foundry for Brown Forman/Korbel
How to market champagne, not just for special occasions, for the Hispanic market? Korbel wanted to do more, connecting three social media tastemakers with Dominican, Mexican and Venezuelan heritages -- all to link a newer generation to these strong, old stories. And recipes. All this to lure those to try champagne in new ways. Of those exposed to campaign, #ThisIsMiCultura, there was a 58% brand lift, 13.2 million impressions delivered, and a 1.04% click-through rate -- more than five times higher than the goal. Cheers.
Credits: Eric Levin, EVP, Spark Foundry Stephen Paez, SVP, Spark Foundry Jeff Wolfe, Director, Spark Foundry Joe Buzzelli, Associate Directory, Spark Foundry Natalia Zalvidar, Supervisor, Spark Foundry Katelyn Erikson, Supervisor, Spark Foundry Casey Regan, Senior Associate, Spark Foundry Melissa Rodriguez, Associate, Spark Foundry; We Are Beautiful by NBCUniversal for Ulta
Current standards of beauty are unattainable, according to Ulta Beauty. And all this gets more complicated in a multicultural world. NBC’s “Today” brand studio featured a series of interviews from women talking up beauty, including one about getting a nose job because she thought she would appeared too ethnic. The series surpassed an average completion rate of 45%. ‘Scroll depth’ on the site was at 90%, compared to the industry’s 56% average, with social media grabbing 6,000 posts. Find that deeper beauty.
Credits: Mike Rucker, VP, NBC News Brand Studio Jonah Weintraub, Director of Video, NBC News Brand Studio Elizabeth Barr, Editorial Director, NBC News Brand Studio Bridget Moore, Managing Editor, NBC News Brand Studio Maureen Gavin, Production Coordinator, NBC News Brand Studio Jen Sclafani, Designer, NBC News Brand Studio Rachel Watkins, Director of Audience Development, NBC News Brand Studio

New/Emerging/Experimental Media: Amazon Echo Q2 POLV Campaign by true[X] for Amazon Echo
Talk to your TV commercials. Maybe you’ll become friends. Maybe you’ll buy a new home assistant. Amazon Echo’s launched the “first-ever voice-activated desktop advertisement”, allowing viewers on Fox, ABC, and Viacom to eliminate regular commercial breaks. All this to watch another commercial for Amazon (albeit an engaging interactive ad). "Hey, Alexa, turn on the coffeemaker." “C’mon, coffee," says the ad. Users spent an average of 57 seconds interacting, 3.1 interactions per user, driving significant purchase intent. Well, that got my caffeinated day going.
Affiliated Agency: Rufus @ Initiative (Agency dedicated to Amazon), Joystick Interaction (Development)
Credits: Caleb Windover - Senior Media Manager, Amazon Jordan Walker - Program Manager, Just Ask | XCM Cross Category & Channel Marketing Jeremiah Alavi - Supervisor, Rufus Davi Kong - Associate Director, Digital Partnerships, Rufus Sridevi Reddy - Negotiator, Digital Partnerships, Rufus Jordan Walker - Advertising Project Manager, Echo, Amazon Steiner Kierce - Freelance Senior Producer, Amazon Jimmy Pardi - Creative, Amazon Ryan Obermeier - Art Director, Amazon Kim Merritt - Senior Creative Strategist, true[X] Jonathan Zajdman - Art Director, true[X] Andrew Olson - VP Account Management, true[X] Matthew Bauer - Sr. Director, Sales, true[X] Deniz Coker - Senior Interactive Producer, true[X] Caylin Gentry - Account Manager, true[X] Gena Schirer - Sales Director, true[X]; Top Chef Delivers with Robots by Bravo for Bravo
Robots control the message; food robots control the hunger. For the 15th season of Bravo’s mothership show “Top Chef”, a marketing stunt had robots rolling around Hollywood to celebrity homes in need of nutrition. Robots visited homes of Bravo TV programming stars serving five star meals from Top Chef winners -- and other domicles. After three-days the campaign ate up 73 million impressions via 11,500 free deliveries, pushing the highest adults 25-54 viewers for the show’s premiere since 2014. Tip your waiter well.
Affiliated Agency: Essence
Credits: Maria DeLuca, SVP Consumer Marketing, Bravo Shalina Mansharamani, Senior Director Consumer Marketing, Bravo Laura Lefever, Client Partner, Essence Nicole Winter, Group Planning Director, Essence; Project Dead Zone by Goodby Silverstein & Partners for Xfinity
Dead wifi-home zones can be scary. But for millennials this doesn’t result in screaming; anger and indifference perhaps. A “Blair Witch” type of video for Comcast’s Xfinity lured users to an interactive event -- a famous haunted house, the Winchester Mystery House in San Jose -- where it installed super strong wifi units (called ‘xifi’) among 160 rooms—totaling 24,000 square feet. Not one signal drop. That got it 5.1 million views, 4,600 video completes, and 82,000 clicks to the Xfinity site. No fear here.
Affiliated Agency: Media Monks; Whitehouse Editorial; Spark Foundry; Performics
Credits: CREDITS CLIENT NAME: COMCAST BRAND: XFINITY SPOT NAME: PROJECT DEAD ZONE AIR DATE: 16 OCTOBER 2018 AGENCY: Goodby Silverstein & Partners CO-CHAIRMEN: Jeff Goodby and Rich Silverstein CHIEF CREATIVE OFFICER: Margaret Johnson CREATIVE DIRECTOR:JENS WAERNES CREATIVE DIRECTOR: JON WOLANSKE ASSOC. CREATIVE DIRECTOR: MARIA LEE ASSOC. CREATIVE DIRECTOR: JUSTIN RALPH ART DIRECTOR: JASPER YU COPYWRITER: DANIELLE GASBARRO DIR OF PROD, ASSOC PARTNER: TOD PUCKETT EXECUTIVE PRODUCER: JOSHUA GREENBERG ASSOCIATE PRODUCER: JOSH GOLDBERG DIRECTOR OF BRAND STRATEGY:JOHN THORPE GROUP ACCOUNT DIR: CHAD BETTOR ACCOUNT DIRECTOR: GEORGIA NEWTON ACCOUNT MANAGER:MADISON WHITLEY ASST. ACCOUNT MGR: CARMEN GUAN ASST. ACCOUNT MGR: KATE ALDERS GROUP CONTENT STRAT DIRECTOR:NICK REGGARS DIR. OF COMM. STRATEGY: MAREN SEVERTSON JR. COMM. STRATEGY:MADDIE BELT RESEARCH & ANALYTICS DIR.: CASSI HUSSAIN SR. RESEARCH & ANALYTICS STRAT: ALEX UFEN RESEARCH & ANALYTICS STRAT: DANIELLE MAINGOT DIRECTOR OF BUSINESS AFFAIRS:JUDY YBARRA BUSINESS AFFAIRS MANAGER:JAIME SZEFC PRODUCTION COMPANY: MEDIA MONKS COO: WESLEY TER HAAR MANAGING DIR. LA: OLIVIER KOELEMIJ WRITER/CREATIVE DIRECTOR: JASON ZADA WRITER: TIM IMMORDINO DoP/BROADCAST DIR: LEWIS SMITHINGHAM LIVE BROADCAST PARTNER:30 NINJAS LIVE AD:DAVID CHURCHILL VISTE EXECUTIVE PRODUCER: KELLY KANDLE PRODUCER: THERESA MARTH DIGITAL ASSETS:ALFREDO RIVERA ONLINE ASSETS:JOEY SERXNER SOUND DESIGNER:TIM GEDEMER ASST. SOUND DESIGNER:JULIAN AICHOLZ ON-SET MIXER: BEN ADAMS EDITING COMPANY: WHITEHOUSE EDITORIAL EDITOR: JAMES DIERX EXEC POST PRODUCER:JOANNA MANNING POST PRODUCER: SASHA GRUBOR MEDIA AGENCY: SPARK FOUNDRY SOCIAL MEDIA AGENCY: PERFORMICS

Online Media: Branding: Amazon Echo Q2 POLV Campaign by true[X] for Amazon Echo
Amazon partnered with true[X] to teach consumers about Echo. The agency created a desktop experience allowing users to try out Alexa voice commands. This summer 2018 campaign allowed content viewers on Fox, ABC, and Viacom to eliminate regular commercial breaks by spending a minimum of 30 seconds interacting with the Echo ad. Voice commands let users ask Alexa, for example, to find comedies on their connected TVs. Users spent an average of 57 seconds interacting at a rate of 3.1 interactions per user.
Affiliated Agency: Rufus @ Initiative (Agency dedicated to Amazon), Joystick Interaction (Development)
Credits: Caleb Windover - Senior Media Manager, Amazon Jordan Walker - Program Manager, Just Ask | XCM Cross Category & Channel Marketing Jeremiah Alavi - Supervisor, Rufus Davi Kong - Associate Director, Digital Partnerships, Rufus Sridevi Reddy - Negotiator, Digital Partnerships, Rufus Jordan Walker - Advertising Project Manager, Echo, Amazon Steiner Kierce - Freelance Senior Producer, Amazon Jimmy Pardi - Creative, Amazon Ryan Obermeier - Art Director, Amazon Kim Merritt - Senior Creative Strategist, true[X] Jonathan Zajdman - Art Director, true[X] Andrew Olson - VP Account Management, true[X] Matthew Bauer - Sr. Director, Sales, true[X] Deniz Coker - Senior Interactive Producer, true[X] Caylin Gentry - Account Manager, true[X] Gena Schirer - Sales Director, true[X]; Smirnoff Equalizer by Carat for Smirnoff, Diageo
The Smirnoff Equalizer provided real-time analysis of listening habits, so users could learn and identify the number of women vs. men artists they listen to before presenting them with options for change. The campaign launched a week before International Women’s Day, in the U.S., UK, Ireland, Australia, Mexico and Argentina. After realizing the gender parity in music, more than 52% increased the number of women artists streamed through Spotify. The campaign received more than 507,000 mentions on social.
Credits: Luke Atkinson, Global VP, Comms & Content, Smirnoff Diageo Neil Shah, Global Senior Brand Manager, Smirnoff Diageo Ipalibo Da-Wariboko, Global Strategy Director, Carat; eCommerce Treasure Hunt by Starcom for The Kraft Heinz Company / Cheez Balls
Kraft Heinz decided to bring back the Planters Cheez Balls in 2018, but needed a campaign to reunite them with fans. Starcom created a treasure hunt. Mr. Peanut released hints on Twitter, but the agency used ecommerce to give the hunt an unexpected twist. The hints were hidden on sites where people go to find items, such as eBay, Craigslist and LetGo. The can on eBay sold for over $2,000. The campaign drove 1.4 billion earned impressions and 70,000 engagements on Twitter.
Affiliated Agency: McGarryBowen, Olson
Credits: -

Online Media: Search: Taking Paid Search to the Next Level with AMP by Ingenio, LLC for Keen
Ingenio, an ecommerce online marketplace, wanted to increase conversion rates and lower bounce rated on the site. So it called on 3Q Digital to identify slow page-load speeds for the site’s poor performance and implement Google AMP pages on its pages in UK and Australia. In the UK, the marketplace experiences a significant lift in CVR, from 1.39%, to 2.93%, increasing conversion volume by 118%. In Australia CVR rose from 0.78% to 2.37%, increasing conversion volume by 167%.
Affiliated Agency: 3Q Digital, Digital & Performance Marketing Agency
Credits: Stacey Grotz, Director, Paid Marketing – Keen Carie Unger, Associate Manager, Marketing – Keen Anthony Nguyen, Development Director – 3Q Digital Scott Smoot, Account Lead – 3Q Digital Emi Goldstone, Account Manager – 3Q Digital; Creative Search Engine Marketing Leads to a Surge in Quality Relationships by Empower for Fifth Third Bank
Fifth Third Bank, with help from Empower, implemented search campaigns across Google, Yahoo and Bing to acquire new checking account customers through a combination of online and in-branch applications. Using data, the campaign ran in the first half of 2018, resulting in 71% more accounts opened with 38% less spend at a 20% lower cost per acquisition (CPA) versus the same time period in 2017. Several call to actions were tested, such as “Apply Now Online” versus “Download a Coupon and Apply in Branch.”
Affiliated Agency: NA
Credits: Nick Ferrugia, VP Digital Marketing Fifth Third Bank Jennifer Dougherty, SVP Digital Marketing Fifth Third Bank Joseph Seale, Director of Marketing Optimization Fifth Third Bank Shonna Morse, Director Search Empower Tenley Marsteller, Associate Director Account Empower Jennifer Stebner Jackson, VP Business Lead Empower; Geo Search by Zaiss & Company for PeopleService
The goal of PeopleService’s search campaign was to expand its B2B partnerships in hard-to-reach small towns by get the attention of city officials and decision makers in local government through paid search advertising. The company, which provides water and wastewater management, started by mapping out all existing partnerships across five states. It helped find 234 markets. The campaigns drove clicks to the website to encourage users to fill out the “contact us” form. The campaign saw CTRs increase by 232%, up from .65% to 2.16%.
Credits: Wendy Wiseman Tyler Catania

Outdoor Media: Breathing Life into Bus Shelters by MediaHub for Netflix
Los Angeles does not have the strict rules in terms of what is allowed in public-facing OOH units, so MediaHub secured five bus shelters on Santa Monica Boulevard to promote the Netflix sci-fi thriller series Altered Carbon. The bus-stop ads were transformed into full-size breathing male and female sculptures that passersby could touch. They seemed alive but without consciousness. The campaign achieved 15 million earned impressions and generated 7,000 bus shelter-specific mentions on Twitter.
Credits: Chris Lee, Director of Consumer Marketing, Netflix Aaron Jones, Consumer Marketing, Netflix Markus Gerdemann, Global Creative Marketing, Netflix Vivian Doute, Marketing Operations Print Producer, Netflix John Moore, Global President, Mediahub Sean Corcoran, Executive Director, Americas, Mediahub Christine Bradt, SVP, Group Media Director, Mediahub Laurel Boyd, SVP, Director of R+D Lab, Mediahub Simeon Edmunds, VP, Associate Director of R+D Lab, Mediahub Alli Blender, VP, Associate Media Director, Mediahub Kelly Ross, Media Planner, Mediahub Alexis Westin, Media Planner, Mediahub David Bruce, Assistant Media Planner, Mediahub Glyn Williams, VP, West Region, Rapport Molly McCarthy, VP, Print Production, Rapport Nehemiah Campbell, Associate Media Director, Rapport Natalie Shushan, Senior Account Executive, Rapport; TRESemmé Exhale by Mindshare Canada for Unilever/TRESemmé
Mindshare Canada created a campaign for TRESemme to change the perception of its product to show how her hair can still move after applying the hairspray. The agency showed movement by using the breeze created from the train coming into the station. Astral installed sensors in the Montreal subway stations that would trigger the ads movement. In the ad the model’s hair moved with the breeze whenever a train pulled into the station. When the breeze died down, her hair naturally fell back into place.
Credits: Mindshare Canada: Michael Marcy – Strategy Director Jenny Lee – Planning Manager Kathleen Hutchinson – Senior Associate Planner Unilever: Brittany Hendriks – Associate Brand Manager Sarah Callaghan – Marketing Lead Hair Care Category Pinky Tang – Brand Manager Astral: Akuffo Sekyi-Otu – National Account Manager Pierre Luc Potvin – Producer Candice Bentham – Design and Creative Coordinator Yves Kingsley – Special Projects Karine Bellavance - Special Projects Julia Dickinson – Team Leader, Creativity Martin Gauthier – Special Projects; The Disaster Artist - Billboard by Operam for A24
Promoting the upcoming film, The Disaster Artist, the agency Operam promoted the A24 film by putting James Franco’s face and his personal phone number on a billboard. When people dialed the number Franco sometimes answered. Fans calling Franco had their phone numbers captured and matched for targeting on Facebook and Google Ads. The $10,000 investment earned 3.5 billion impressions worldwide and resulted in over 151,000 calls worldwide, or an average of 42 calls per hour during the campaign.
Affiliated Agency: Operam
Credits: A24 Client Dan Pittman - Media & Consumer Analytics Graham Retzik - Marketing Strategy and Materials Zoe Beyer - Creative Director, Marketing Danny Rivera - Creative Marketing Sofia Bonami - Creative Marketing OPERAM Media Planning and Buying Agency Johnny Wong - Co-Founder and President Charles Hsu - VP of Media Terrance Sheridan - Group Director, Paid Social Cypress Villaflores - Associate Account Director, Integrated Media Jerry Sommerville - Supervisor of YouTube and Search Michael Sadler - Senior Manager of YouTube and Search Alex Altschuler - Paid Social Manager P+A Print vendor Andrew Percival, P+A, Print Creative Director

Performance Media & Marketing (including Direct Response, TV, Email, etc.): Dexcom G6 Campaign by Marcus Thomas for Dexcom
New diabetes monitoring units need to elicit deep understanding and care for prospective buyers. With a key two-month integration in the New York Times, the Dexcom G6 medical device benefited from a three minute film embedded into an article showing how sufferers can live normal lives. Consumer conversions were tracked using CRM data. Early on the campaign took in 107 million impressions and a 19% hike in site visitors. Year over year, the campaign drove 24% more leads. And no fingerpricking.
Credits: Mike Bloom, VP Global Strategic Marketing, Dexcom Chad Patterson, Marketing Director, Dexcom Anne Santoro, Marketing Manager, Dexcom Matt Hugel, Marketing Manager, Brand Communications, Dexcom Jill Lewis, VP Management Supervisor, Marcus Thomas LLC Carli Sidoti, Management Supervisor, Marcus Thomas LLC Raphael Rivilla, Partner/Media and Connections Planning, Marcus Thomas LLC Scott Chapin, SVP Digital Strategy, Marcus Thomas LLC Jim Sollisch, Partner/Creative Director, Marcus Thomas LLC Laura Seidel, Creative Director, Marcus Thomas LLC Stephanie Riediger, Senior Strategic Planner, Marcus Thomas LLC Lisa Holmgren, Senior Media Planner, Marcus Thomas LLC Annie Robinson, Assistant Account Executive, Marcus Thomas LLC Angela Besprozvanny, Digital Media Planner, Marcus Thomas LLC Megan Gannon, Art Director, Marcus Thomas LLC Rachel Hoskins, Copywriter, Marcus Thomas LLC Laurie Znidarsic, Senior Integrated Producer/Editor, Marcus Thomas LLC; eCommerce Treasure Hunt by Starcom for The Kraft Heinz Company / Cheez Balls
Missing favorite key food groups? Think Planters Cheez Balls which was discontinued in 2006. If, while recently searching on eBay, Craigslist and LetGo recently for your favorite vintage armoire, you saw some packages of that orangey round stuff, you wouldn’t be crazy. That’s the marketing campaign for its relaunch. How valuable? One can on eBay sold for over $2,000. The campaign earned impressions and over 70,000 engagements on Twitter. Absence makes the heart grow fonder, if not a little more orange.
Affiliated Agency: McGarryBowen, Olson
Credits: -; Secret Visitors (Unbranded Parkinson’s Disease Psychosis Disease Education Campaign) by Pathway for ACADIA Pharmaceuticals/NUPLAZID®
Motivating caregivers and patients to address complex medical issues requires high-impact advertising campaigns. Pharma company ACADIA looked to educate caregivers and patients about Parkinson’s Disease Psychosis, a debilitating condition affecting more than half of Parkinson’s Disease sufferers. Airing during big family get-together moments, such as the Thanksgiving Day parade, Tony Awards and Dr. Oz was key. This attention-grabbing campaign resulted in an immediate 94% lift in website traffic and three times lift in video views.
Affiliated Agency: STRIKEFORCE Communications (Creative Development)
Credits: • Michael J. Yang, EVP, Chief Commercial Officer, ACADIA Pharmaceuticals, Inc. • Charmaine Lykins, VP Marketing, ACADIA Pharmaceuticals, Inc. • Bill Keller, VP Marketing, ACADIA Pharmaceuticals, Inc. • Becky Chow, Director, Consumer Marketing, ACADIA Pharmaceuticals, Inc. • Wendy Arnon, President, Pathway • Sheri Rothblatt, Managing Director, Pathway • Tracey Foley, Group Director, Pathway • Ed Carpenter, Associate Director, Pathway • Eileen Wrobel-Katz, Managing Director, Investment, Pathway • Will Majowka, Group Director, Investment, Pathway

Print (magazines and newspapers): Canine Q by Colle McVoy for Elanco/Galliprant
The first-of-its-kind dog osteoarthritis treatment Galliprant is too challenging to debut with communications laden with complicated bullet points in trade publications, so instead Canine Q used Shazam-enabled print ads and challenged veterinarians to test their OA knowledge online with a quirky quiz show. Engagement with the Shazam code was 115% over projection, bolstered by the fact it sparked veterinarians' competitive spirit.
Affiliated Agency: Creative Images Media, Inc - studio and prompter, Blackice - production (cinematographer), Cine Service - sound person, Crist Ballas - makeup, Audio Jungle Stock Music - music, LI Johnson_Moore Creative - talent
Credits: Mike Caguin, Chief Creative Officer, Colle McVoy Laura Fegley, Executive Creative Director, Colle McVoy Erik Kvalseth, Associate Creative Director, Colle McVoy Lee Hanson, Associate Creative Director, Colle McVoy Sam Soulek, Design Director, Colle McVoy Roxanne Landon, Scientific Lead, Exponent PR Danny Walsh, Copywriter, Colle McVoy Ned Munson, Senior Art Director, Colle McVoy Steve Knapp, Executive Director of Media, Colle McVoy Amy Larson, Media Director, Colle McVoy Michael Christianson, Media Planner, Colle McVoy Kelly Harmon Schmitt, Account Director, Colle McVoy Davis Zismer, Account Supervisor, Colle McVoy Iva Devcic, Account Executive, Colle McVoy Casie Cook, Senior Insights Strategist, Colle McVoy John Zegoski, Senior Project Manager, Colle McVoy Gina Latterell, Interactive Producer, Colle McVoy Patrick Anders, UX Director, Colle McVoy Alix Nichols, Senior Interactive Studio Designer, Colle McVoy Tyler Burger, Creative Developer, Colle McVoy Charlie Hield, Senior Creative Technologist, Colle McVoy Amy Evans, Senior Integrated Studio Artist, Colle McVoy Shannon Laylon, Senior Producer, Colle McVoy Justin Tholl, Senior Editor, Colle McVoy Erik Ramstad, Broadcast Producer, freelance; Jane Walker by Carat for Johnnie Walker, Diageo
Johnnie Walker introduced the first-ever female counterpart to the brand’s iconic striding man logo. The cross channel Vanity Fair sponsorship was aided by extensions across the Conde Nast Culture Collection of digital and print including The New Yorker. The campaign received 1.5 billion impressions in seven days. Jane Walker recruited more female buyers compared to 'Johnnie Walker' variants, with 55% female purchasers and 45% male, versus Johnnie Walker's 29% female/71% male.
Affiliated Agency: Anomaly- Creative Agency, Hunter Public Relations-PR agency, Starpower-Influencer Marketing
Credits: Sandhya Padmanabhan, Senior Brand Manager – Johnnie Walker, Diageo Gina O’Halloran, Senior Media Manager – Johnnie Walker, Diageo Daniel Mazier, Brand Marketing & Communications Manager– Johnnie Walker, Diageo Prima Formica, Supervisor, Integrated Publishing- Carat Kathleen Brogan, SVP Director, Integrated Publishing- Carat Stephanie Burgess, Director, Planning- Carat Andrew Hall, Associate Director, Planning- Carat; The Chain by Google for Google Pixel 2
Google's The Chain fashion magazine served as a digital chain letter using ten fashion influeners over 10 days to raise awareness for the Pixel 2 smartphone and its features in the UK. All content was captured with the smartphone, uploaded daily into The Guardian, and curated into over 50 digital articles, videos, and a 32-page glossy for distribution across London. The result was doubled unaided brand awareness and 40% spike in purchase intent.
Affiliated Agency: Essence, OMD, The Guardian
Credits: Essence OMD The Guardian

Research/Consumer Insights: Nexcare+ESPN X Games: Research Drives Media Creativity by Colle McVoy for 3M/Nexcare
Sports and adventure seekers know the pitfalls -- a scrape here, a cut there. You need a quality bandage to get back to living life to the fullest. 3M’s Nexcare bandages’ proprietary research uncovered the “Optimistic Achiever,” a mindset-based persona driven by their love of adventure and action sports. Additional research from Simmons found that ESPN’s X Games delivered contextual relevancy and scale against this audience. The Nexcare+ESPN X Games partnership helped generate double-digit percent sales lift -- reversing a four-year trend of sales declines.
Affiliated Agency: Venebles Bell & Partners (creative agency), 3M Brand Center (digital/client partner)
Credits: Steve Knapp, Executive Director of Media, Colle McVoy Allie Fjelstad, Associate Media Director, Colle McVoy Michael Christianson, Senior Media Planner, Colle McVoy Terri Coyne, Director of Broadcast Investment, Colle McVoy Maggie Pawlenty, Broadcast Buyer, Colle McVoy; Make It What You Want NFL Fantasy by Carat (Dentsu Aegis Network) for Subway
NFL fans can love their Subway sandwiches; some 75% of Subway’s target 88 million audience. More enthusiastically there’s those NFL Fantasy fans -- some 60 million, who spend four hours a week on fantasy teams. But how to pull their hunger in more? Subway worked up a new kind of blitz -- an Experts Fantasy League, made up of NFL experts and talent. A live broadcast draft boosted double digit foot traffic growth among exposed users. That’s better than a nice pick-six.
Affiliated Agency: Carat- Media Agency, McGarry Bowen, Creative Agency
Credits: Stephanie Spelbrink, Associate Director, Digital, Carat Arthur Greene, VP Director Strategy & Innovation, Carat Sarah McCarthy, Director, Digital, Carat Simon Mayfield, VP, Director, Planning, Carat Maya Leeds, Associate Director, Insights, Carat Anastasia Brinkman, Supervisor, Digital, Carat Elena Semenza, Assistant, Digital, Carat Melissa Sutton, Media Director, Subway Amy Bytell, Sr. Manager, Media, Subway Lauren Skelly, Manager, Media, Subway Steve Fcasni, Manager, Creative Development, Subway Meredith Rocklin, Sr. Manager, Digital Content, Subway Claudia Calabro, Assistant Manager, Digital Content, Subway Emily Pugliese, Assistant Account Executive, mcgarrybowen Sara Cook, Account Supervisor, mcgarrybowen Pat Rowley, Group Managing Director, mcgarrybowen; Culture of Proximity by Viacom Velocity for Viacom Velocity
Driving through millennial culture can result in potholes, flat tires, and ultimate detours. For marketers, Viacom’s Velocity unit set out with a documentary on research called The Culture of Proximity, which among other things delved into value of influencers and how brands can find their own millennial sway. Getting to big industry events like Cannes Lions, as well as social media, and big thought magazine pieces were key. It generated 10.3 million overall impressions. In other words, one smooth, awesome road trip.
Credits: Chris Carlson, SVP, Velocity Creative Ellie Miltner, Director, Velocity Creative

Social Media: Competitive Sleeping League by McKinney for Marpac
It sounds like a joke — but that off-the-wall joke drove 710,000 viewers to watch a Facebook livestream. Marpac, a white-noise machine maker, created the Competitive Sleeping League Championship, featuring a reindeer herder, geologist, coed and real baby. It even added announcers and a footcam. Real or fake, viewers proved community can be created with a tongue-in-cheek event. With 5,400+ shares, 7,700+ comments and 9,100+ Facebook reactions, Marpac kept everyone awake — and promoted its sleeping tool.
Affiliated Agency: Electus Digital / CollegeHumor; Media / Production Partner & Moxie Communications Group; PR Partner
Credits: Swapnil Patel, Executive Director, Media, McKinney Nicole Donahue Nichols, Media Planner, McKinney Jonathan Cude, Chief Creative Officer, McKinney Will Chambliss, Group Creative Director/Writer, McKinney Ellen Page, ACD / Art Director, McKinney Ryan Gardiner, Account Director, McKinney Kerry O'Connor, Senior Strategist, McKinney Colin Dwan, Creative Technologist, McKinney Nick Brenton, Senior Broadcast Producer, McKinney Miriam Hughes, Broadcast Business Affairs Manager, McKinney Ad Operations Specialist: Meghan Woods Steve Cummings, Marketing Director, Marpac Andrew Bones, Director Media, Electus Keith Swiader, Moxie Communications Group; Don’t let a great opportunity slip through your fingers by Indeed for Indeed
Want engagement? Tap into a strong fan base. That’s what Indeed did, launching a World Series campaign across various social media to leverage the job-search site and drive web traffic. Baseball-style cards, activated based on real-time conversations at specific game highlights, pushed industry pros, including in education and health. Call it a home run — yielding a CTR 3X higher than Instagram feed ads. The campaign reached 18.3 million unique users and scored half a million website visitors.
Affiliated Agency: Amobee acted as the technology and media partner for this campaign.
Credits: -Barrett Parker, Paid Media Manager, Indeed.com -Alexis Kriticos, Digital Media Manager, Indeed.com -Doug Wyatt, Global Corporate Marketing Strategy, Indeed.com -Stefan Sideris, VP, Global Social Media Operations, Amobee -Erick Villegas, Media Lead, Amobee -Shea Murphy, Media Analyst, Amobee; HEINZ® MAYOCHUP TM sauce by Starcom for The Kraft Heinz Company / HEINZ® MAYOCHUP TM sauce
One tweet launched 2.3 billion impressions. Mayonnaise has been around 262 years, so when Heinz wanted to debut a new one, it went rogue. Blending ketchup and mayo, it told U.S. users it would launch the product — provided enough Twitter voters gave it the thumbs-up. Nearly 1 million did! They even got a chance to name it — and mayochup was born. It appears in stores with an “As Seen on Twitter” call out on retail displays, celebrating a less-is-more effort.
Affiliated Agency: Twitter, VML, Olson
Credits: -

TV or Interactive/Enhanced TV: Firehouse Subs - YouTube Directors Mix by The Richards Group for Firehouse Subs
This Firehouse Subs campaign drew on YouTube's Director Mix, which enables customization of digital videos based on a highly-targeted audience segments. The campaign used Google's audience explorer to segment people based on detailed demographics and unique affinities -- like football fans, basketball fans, Overwatch fans, and the like. The ads' messages were crafted based on the segment, and were placed directly before relevant content.
Credits: Conor MacDowell Nathaniel Patterson Pauline Chean Trevor Monteiro Alex Unger; 4/20 High-Atus by Starcom for Wingstop
The campaign for Wingstop chicken wings centered on the idea that people who celebrate “cannabis culture” on April 20 do so by binge watching video. The initiative involved a series of four 15-second Hulu animated video ads that ran across a program. The campaign was extended across online video using re-targeting. Eighteen percent of people who say the first video saw all four; completion rates rose with each video. The effort sparked 50,000 conversations on Twitter and 300,000 organic impressions.
Affiliated Agency: Barkley, Evolution Audio
Credits: -; MassMutual - The Unsung - Live Ad by Courageous Studios for MassMutual
“The Unsung” features six stories about people who helped others in 2017 -- such as people who went out on boats in Galveston, Texas, to rescue those stranded by Hurricane Harvey -- along with a performance of The Pretenders' hit “I'll Stand By You.” The six stories were distributed on Great Big Story, CNN, and Facebook, and culminated in an ad broadcast live on CNN in the last spot of 2017.
Affiliated Agency: Giant Spoon, Johannes Leonardo
Credits: Giant Spoon: Trevor Guthrie, Co-founder Laura Correnti EVP, Managing Director, Media Justine Lyn VP, Media Paul Baranda Associate Director Account Management Caleb Smith Director of Brand Management Derek Lu Associate Media Director Walker Schiff Junior Strategist Mass Mutual: Jennifer Halloran Head of Brand and Advertising Kristin Lane Head of Brand Activation & Engagement Colin Browning Head of Social Media Christa Spengeman Advertising Director Liz Dorrance AVP, Content Johannes Leonardo: Emily Wilcox, head of account management Mark Aronson, Head of Strategy Mary Bakarich, Strategy Director Megan Piro, Head of Communications Strategy Kate Behne, Account Director Lily Shelmerdine, Account Supervisor CNN's Courageous Studio: Otto Bell (Chief Creative Officer) Lindsay Washick (Director of Production) Steve Dolce (Production Lead) David Walton Smith (Dir) Michael Southworth (Dir) Nick Brennan Richard Butterworth Owen Hamilton (Director of Photography) Andrew Smith (Director of Photography) Paul Sundue (Creative Director) Umbreen Butt Sam Spiegel (Director of Live Ad)

VR/AR: Vegas Alter Your Reality by Las Vegas Convention and Visitors Authority for Las Vegas Convention and Visitors Authority
'Adult freedom’ in Las Vegas, a brand concept for a brand-type of city. But what about life altering reality freedom, when it comes to new art? Five big time artists -- enhanced by 3D animators, sound engineers and VR technicians -- offered works during Miami Art Week with a loose Vegas theme. Artists had gallery space where guests took in content via VR headsets, where there were 11,837 total video views and 23,662 dedicated minutes spent with the brand. That is one lucky town.
Credits: Arnie DiGeorge, Executive Creative Director, R&R Partners Vaitari Anderson, Executive Producer, R&R Partners Dwayne Grech, Associate Experience Design Director, R&R Partners Jason Luery, Copywriter, R&R Partners David Wojdan, Editor, R&R Partners Adhemas Batista, Freelance Digital/Multimedia Artist James White, Digital/Multimedia Artist, Signal Noise Fafi, Freelance Digital/Multimedia Artist Beeple, Freelance Digital/Multimedia Artist Insa, Freelnace Digital / Multimedia Artist Production Company - Sunset West Media Music & Sound - White Noise Lab; VR Soccer Challenge by Colle McVoy for Invisalign®
Looking into the teeth of the big teen market, Invisalign looked to soccer with virtual reality soccer challenge. A VR experience was the first to be controlled by feet was set in a futuristic orthodontist office. A tournament pulled in more than 1,480 teens playing the live event game with for least five minutes, greater than say a standard 15-second pre-roll ad. Kicking a ball into the animated mouth with teeth? Take a shot -- with a bigger smile.
Affiliated Agency: Pixel Farm, Development
Credits: Mike Caguin, Chief Creative Officer, Colle McVoy Laura Fegley, Executive Creative Director, Colle McVoy Puja Shah, Creative Director, Colle McVoy Dan Linnihan, Art Director, Colle McVoy Zach DeBlaey, Copywriter, Colle McVoy Tom Ferrara, Senior Creative Technologist, Colle McVoy Alison Clark, Lead Account Director, Colle McVoy Joshua Woolery, Account Supervisor, Colle McVoy Ben Klaassen, Senior Account Executive, Colle McVoy Alicia Patrick, Senior Digital Producer, Colle McVoy Chris Rasmussen, Senior Project Manager, Colle McVoy, Denise Renick, Studio Artist, Colle McVoy, Steve Vandinburg, Systems Administrator,Colle McVoy, Raymond Mode, Helpdesk Manager, Colle McVoy, Will Pierce, Macintosh Systems Administrator, Colle McVoy, Don Simon, Helpdesk Coordinator, Colle McVoy, Chris Moen, DevOps Engineer, Colle McVoy, Paul Lammert, Director of Technology, Colle McVoy; VRnoculars by Colle McVoy for Jackson Hole Travel & Tourism Board
Mountain resort area Jackson Hole looked to heighten visitor traffic with some futuristic visuals. Some retro “viewfinders” -- the kind in big national parks -- were retrofitted with VR technology and placed at the Minneapolis-St. Paul International Airport for visitors on their way to a busy baggage claim area for a big event, the Super Bowl. Total impressions came in at two million with 4,000 people watching all four videos. Foot traffic: First football, then to foothills.
Credits: Mike Caguin, Chief Creative Officer, Colle McVoy Laura Fegley, Executive Creative Director, Colle McVoy Dustin Black, Group Creative Director, Colle McVoy Michael Seitz, Design Director, 10 Thousand Design Lydia Choi, Art Director, Colle McVoy Jacob Boie, Designer, 10 Thousand Design Becca Abellera, Copywriter, Colle McVoy Carl Peterson, Copywriter, Colle McVoy Mike Schwab, Group Account Director, Colle McVoy Hannah Ockelmann, Account Executive, Colle McVoy Steve Knapp, Executive Director of Media, Colle McVoy Kerry Moore, Media Director, Colle McVoy Alyssa Marschner, Media Planner,Colle McVoy Gina Latterell, Interactive Producer, Colle McVoy Ben Buchner, Lead Project Manager, Colle McVoy John Borchardt, Director of Broadcast/Fabricator, Colle McVoy Hatch,
Jason Andrae, Creative Developer, Colle McVoy, Chris Moen, DevOps Engineer, Colle McVoy, Tom Ferrara, Senior Creative Technologist, Colle McVoy, Will Pierce, 3D Designer/Fabricator, Colle McVoy, Don Simon, Editor, Colle McVoy, Paul Lammert, Director of Technology, Colle McVoy, Justin Tholl, Editor, Colle McVoy

2018 Finalists

Creative Media Awards