MediaPost - Creative Media Awards

Creative Media Awards

Branded Entertainment: Brand/Product Placement: The Universal Language of Music by Velocity, ViacomCBS for Toyota
A message of solidarity and hope shone through in a campaign by Toyota and MTV with branded programming for the 2020 VMAs, a spot featuring an original recording of "Mi Gente" by local artists showcasing New York City's diversity and culture, and the VMA's first drive-in event. The campaign generated 87M social impressions, 8M social video views, and a 32% purchase intent lift, and Toyota was named one of the New York Times' "Top 6 Memorable VMA Moments."
Affiliated Agency: Saatchi & Saatchi, Conill, Zenith Media
Credits: Velocity, ViacomCBS Integrated Marketing Activation - EVP, Chris Ficarra - SVP, Matt Newcomb - Sr Director, Erin Liabo - Director, Gabe Carrillo - Sr Manager, Alexis Yumol - Coordinator, Dana Seiberg Velocity, ViacomCBS Creative & Production - SVP Creative and Production: Beth Trentacoste - VP, Creative Production: Meg Sudlik - VP, Creative Director: Jeff Feuerstein - Sr. Producer: Noorhayati Said Production Company: Sibling Rivalry - Executive Producer: Shelby Ross - Head of Production: Julie HIll Post Production Company: Stuck in Motion - Editor: Stuck in Motion, Tommy Shull - Post Creative Director: Stuck in Motion, Deb Reichman Music Composition: Music Playground; Driving Record Ratings By Colliding Gamers And NASCAR Drivers by Mediahub for FOX Sports + NASCAR
MediaHub and Fox Sports set out to drive NASCAR ratings and reach younger fans. Gamer-influencers joined NASCAR drivers for a Twitch "Fortnite" stream that became the 6th-most-watched, with 1.1M minutes watched and 14M impressions, and gamers live-streamed their Daytona 500 experience with iRacing simulators and virtual ride-alongs so fans could experience the thrills, earning 3M more viewers at the race's start vs. 2019, with 18-34 “light motorsports” viewing nearly doubling YOY, according to Nielsen nPower.
Credits: Robert Gottlieb, EVP Marketing, FOX Sports FOX Sports Media Group Whit Haskel, SVP Marketing, FOX Sports FOX Sports Media Group Eric Dobratz, VP, Media & Brand Marketing, FOX Sports Media Group Sara Light, Senior Digital Director, Marketing, FOX Sports Media Group Lauren Helsom, Senior Brand Manager, Media & Brand Marketing, FOX Sports Media Group Nancy MacDonald, VP, Brand Marketing, FOX Sports Media Group Niara Simon, Manager, Digital Marketing, FOX Sports Media Group Morgan Nash, Senior Manager, Media, NASCAR Edwin Gotay, Senior Director, Growth Segment Marketing, NASCAR Patrick Morris, Director, Brand Marketing, NASCAR David Zane, Managing Director, NASCAR Tyler Warner, Marketing Manager, FOX Sports Media Group John Moore, Global CEO, Mediahub Global Sean Corcoran, US President, Mediahub Global Laurel Boyd, Executive Director of R+D Lab, Mediahub Global Betsy Rosenbloom, Senior Media Content Creator, Mediahub Global Scott McGowan, Senior Media Content Creator, Mediahub Global Randy Hastings, VP Group Media Director, Mediahub Global Sam Evans, Integrated Media Planning Supervisor, Mediahub Global Alan Fox, VP Director, Communications Planning, Mediahub Global Courtney Schier, Senior Comms Planner, Mediahub Global

Branded Entertainment: Contests/Events/Experiential: The Punishing Signal by Lodestar UM & FCB India for Mumbai Police
When Mumbai Police set out to decrease noise pollution on roads caused by car horns, it turned to Lodestar UM & FCB India for effective ways to change the unnecessary honking behavior of the drivers. The solution was simple yet effective to cause change in consumer behavior. “The Punishing Signal” – the more drivers honk, the longer they wait at the traffic light. The sensors with decibel meters were installed at the traffic signals across several heavy traffic junctions.
Affiliated Agency: Creative Agency: FCB India
Credits: Nandini Dias, Chief Executive Officer, Lodestar UM; Dhruv Jha, Head of Branded Content, FCB India; Amit Raina, Media Controller, FCB India; Crescens Lemos, Media Executive, FCB India; Robby Matthew, Chief Creative Officer, FCB India; Ravi Ananthan, Associate Creative Director, FCB India; Courtside by Anheuser-Busch for Michelob Ultra
The NBA restarted its season without fans in attendance due to COVID-19. Nevertheless, NBA Sponsor Michelob Ultra gave basketball fans the ultimate courtside experience. The Courtside campaign included a digital sweepstakes for over 300 fans to appear live inside the arena via giant 10-foot video screens surrounding the court. The fans had the opportunity to digitally interact with each other throughout the game, as well as zooming in and out to individual people to capture their reactions during the game.
Affiliated Agency: Dentsu
Credits: Anheuser Busch - Juliana Wurzburger, Andrew Gelbard, Jackie Northacker, Chris Ieva Jose Salas, Paolo Provinciali, Ricardo Marques, Marcela Garcia, Joe Geoghegan Aamir Raj, Talita Andrade, Miles Ritenour, Kerry Scalora, Talia Cogan, Jess Thorpe, Ari Swanson, Max Wilkinson. draftLine – Sophie Shrem, Leonel Lopez, Keslie Watts, Stephen Micioni, Pete Pirone, Deniz Yegen, Jen Goldsmith Dentsu – Bora Chang, Amanda Beckett, Nikki Costello, Bryan Froimowitz, Maddie Armington, Julie Goldstein, Adam Maloney, Tim Jonathan, Caitlin Kline; Beyond The Glass by VIZIO, Inc. for VIZIO, Inc.
VIZIO tapped Primetime Emmy Award winning producer, Geoff Katz, to create a virtual world that gave guests a fun escape to VIZIO’s recently announced Platform Business. The immersive experience took advertisers and media partners “Beyond The Glass” to reimagine the future of TV. During the virtual event, VIZIO’s CEO along with key executives and business partners highlighted VIZIO’s investment in innovation and its progress such as SmartCast, the award-winning OS, Inscape TV panel, VIZIO Ads, and VIZIO-led Project OAR.
Affiliated Agency: Fabric Media, Production Partner Geoff Katz, Emmy-Award Winning Producer Matt Lowe, Particle Inbox, Live stream Small Ax, Production Partner
Credits: Willam Wang, CEO and Founder, VIZIO Jodie McAfee, SVP of Marketing and Strategy, VIZIO Shana Hurley, Corporate Marketing Manager, VIZIO Mike O’Donnell, Chief Revenue Officer Platform Business, VIZIO Adam Bergman, Vice President of Brand and Agency Partnerships, VIZIO Karen Chan, Director, Product Marketing, VIZIO Katherine Pond, VP of Business Development, VIZIO Nyma Quidwai, Director of Client Services, VIZIO Zeev Neumeier, Chief Innovation Officer, VIZIO Travis Hockersmith, VP of Platform Services, VIZIO Crystal Smith, the Media Insights & Analytics Manager at VIZIO Adam Gaynor, VP of Network Partnerships and Head of Addressable at VIZIO

Influencer Marketing: Flex the Swap by Foundry @ Meredith for Upfield – for Country Crock® Plant Butter
Home cooks increasingly craving for healthier alternatives has given rise to plant-based substitutions, like plant-based butter. To introduce the new product - Plant Butter to its audience, Country Crock focused on flexitarians who are driving the plant-based shift. Blending a series of recipe videos from Queer Eye’s Antoni Porowski with highly-targeted editorial sponsorships, "Flex the Swap" (a recipe and lifestyle content campaign) maintained the plant-based substitution topic throughout the year, driving over 12MM video views across native web traffic and social handles.
Affiliated Agency: Video Production : Vacationland - Production Company | Creative & Media: Dentsu X - Creative Agency
Credits: • Blair Thill, Director Content & Strategy, Foundry @ Meredith • Justine Sterling, Senior Editor, Foundry @ Meredith • Diamaris Welch, Senior Producer, Meredith Corp • Charles Weber, Talent Manager, Meredith Corp • Sal Gambino, Digital Account Director, Meredith Corp • Dan Graff, Senior Manager Activation; Toyota Hybrid Life by Intertrend for Toyota Motor North America
To get young Asian Americans believe that Toyota Hybrids can handle winter road condition, Toyota launched the first-ever Asian social media activation on Instagram. By hosting over 60 top Asian American influencers at an invite-only winter track experience in New York, Toyota enabled the influencers create original content and promote it authentically among their millions of followers. Experiential installations highlighted the hybrid’s cold weather battery, the gas and hybrid engine synergy and other features, resulting in over 12MM social impressions.
Credits: Matthew Choy, Account Director, Intertrend Siani Kiyonaga, Senior Manager-Brand, Toyota Motor North America; Unexpected DJs x Diplo vs. The World by Goodby Silverstein & Partners for NCSoft & Harmonix
Fuser is a video game that allows anyone to become a DJ letting players create their own music. Since most people may feel intimidated about the idea of becoming a DJ, to overcome this challenge, Goodby Silverstein & Partners launched a campaign called Unexpected DJ's that featured celebrities like David Hasselhoff, Jonathan Van Ness, and others who were the most unlikely DJs, demonstrating how the individuality creates a unique spin on the game. The videos received 25M completions and 25.3K social mentions.
Affiliated Agency: Media Monks
Credits: Client: NCSOFT Head of Marketing: Kendall Boyd VP of Marketing: Tim Granich, Head of Communications: Ron Eagle Brand Manager: Kyle Lemmon Director of Creative Services: Andre Padilla Agency - Goodby Silverstein & Partners: Partner: Jeff Goodby Partner: Rich Silverstein Executive Creative Director: Margaret Johnson Creative Director: Laura Petruccelli Associate Creative Director: Maria Lee Associate Creative Director: Ricardo Uribe Art Director: Jason Gan Copywriter: Clark Chamberlin Co-Director of Production: Leila Gage Co-Director of Production: Margaret Brett-Kearns Executive Producer Interactive: Tena Goy Executive Producer Social: Danielle Riccardi Senior Producer: Elissa Polls Broadcast Producer: Sam Tarde Producer: Jackie Kelly Content Creative: Mark Sandhoff Director of Post Production: Michael Damiani Executive Producer: John Dutton Editor/Co Creative Dir: David Becker Editor: David Sullivan Asst Editor: Steven Castro Audio Engineer: Nic Dematteo Group Account Director: Kiki Veralrud Account Director: Clark Gieseke Account Manager: Audra Flores Group Communications Director: Dong Kim Group Brand Strategy Director: Ralph Paone Group Director Research Data & Analytics Strategy Director: Victoria Barbatelli Senior Brand Strategist: Ida Persson Senior Analytics Strategist: Tony Vinella Communications Strategist: Matt McNamara Director of Business Affairs: Judy Ybarra Business Affairs Manager: Annie Holmgren

Branded Entertainment: Original Film/Video: Proud Parent by 360i for OREO
To celebrate proud families and the importance of allyship to the LGBTQ+ community, OREO together with 360i created a campaign and platform named Proud Parent fostering the idea that loving a world starts with a loving home. As Pride parades were canceled due to the pandemic, OREO and 360i have recreated some of the famous signs that proud parents have carried in earlier celebrations, subsequently displaying the creative along the abandoned parade routes in New York and San Francisco.
Credits: Justin Parnell, Senior Director, Oreo Brand Equity, Mondelez Marion Delgutte Saenen, Marketing Director, US Oreo Equity, Mondelez Olympia Portale, Brand Manager, US Oreo Equity, Mondelez Georgie Maddock, Brand Manager, US Oreo Equity, Mondelez Liz Owen, Director of Communications, PFLAG Jean-Marie Navetta, Director of Learning and Inclusion, PFLAG Jamie Henkel, Learning and Inclusion Manager, PFLAG Menno Kluin, Chief Creative Officer, 360i Piper Hickman, Executive Creative Director, 360i Michael Schachtner, Executive Creative Director, 360i Jenna Zink, Associate Creative Director, 360i Michael Palma, Associate Creative Director, 360i Kushal Birari, Art Director, 360i Lee Koppel, Junior Copywriter, 360i Brian Gartside, Design Director, 360i Sophia DelPlato, Senior Designer, 360i Luis Valencia, Junior Designer, 360i Kelly Bray, Associate Content Director – Motion Designer, 360i Carissa Ranelycke, Head of Production, 360i Carly Salaman, Executive Producer, 360i Jessica Ryle, Associate Producer, 360i Linda Ferrara, VP Business Affairs, 360i Joshua Safran, Group Account Director, 360i Kristine Dowd, Account Supervisor, 360i Kevin Tamayo, Project Manager, 360i Raig Adolfo, Chief Strategy Officer, 360i Maggie Walsh, Strategy Director, 360i Michael LaVallee, Associate Strategist, 360i Kristin Maverick, VP Social & Influencer, 360i Eden Lipke, Senior Social Strategist, 360i Sage Stargrove, Social Strategist, 360i Dahlia Dandashi, Social Marketing Manager, 360i Cole Webley, Director, Sanctuary Films Preston Lee, Founder/EP, Sanctuary Films Chris Cho, Line Producer, Sanctuary Films Bianca Cline, Director of Photography, Sanctuary Films Jonas Sappington, Production Design, Sanctuary Films Mah Ferraz, Editor, PS260 Editorial Caroline Yost, Assistant Editor, PS260 Editorial Raná Martin, Executive Producer, PS260 Editorial Evann Payne, Senior Producer, PS260 Editorial Margaret Yang, VFX/Flame, PS260 Finishing  Anthony Augusta, Flame Assistant, PS260 Finishing  Natalie Raffaele, Finishing Producer, PS260 Finishing  Trevor Gureckis, Executive Creative Director, Found Objects  Jay Wadley, Executive Creative Director, Found Objects  Ben Marshall, Creative Director, Found Objects  Adam Weiss, Composer, Found Objects  Jennie Armon, Executive Producer, Found Objects  Matt Nelson, Executive Producer, Found Objects  Nick Chomowicz, Producer, Found Objects  Agatha Lee, Music Coordinator, Found Objects  Rob Fielack, Audio Mix, Screaming Penguin Ricky Gausis, Colorist, MPC; Porsche x Star Wars: The Designer Alliance by Cramer-Krasselt for Porsche
In celebration of The Rise of Skywalker, a team of designers from Porsche and LucasFilm joined forces to create one-of-a-kind Porsche-inspired spaceship from scratch. The collaboration between Porsche and Star Wars has exceeded the ordinary world of co-branded advertising. After 6 weeks of research, brainstorming, and wild experimentation, the team of designers built a new ship for the Star Wars fleet - simple yet bold. Millions of passionate fans had an opportunity to watch the entire design process of this truly intergalactic collaboration.
Affiliated Agency: Creative Agency of Record: Cramer-Krasselt; Entertainment Agency: RTTM; Media Agency: PHD Media Agency
Credits: RTTM Owen Shively – CEO / Managing Partner Hilary Stratton – COO / Managing Partner Cramer-Krasselt Marshall Ross – Chairman, Chief Creative Officer Rick Hamann – Executive Creative Director Rick Standley – Creative Director Conn Newton – Creative Director John McKenzie – Senior Art Director John Doessel – Senior Copywriter Chris Hanley – Senior Vice President, Group Account Director James Kaplan – Vice President, Account Director Kendall McDougal – Account Supervisor PHD Media Jason Guy – Client Global Lead Bilal Kazmi – Associate Director, Strategy Haley Benson – Supervisor, Performance Media Jesse Mossell – Manager, Performance Media; Life Below Water by Goodby Silverstein & Partners for UN Global Initiative
To help raise awareness for UN’s Global Goal 14 (the threat to the oceans) among Millennials, Goodby Silverstein & Partners created a mix of short- and long-form documentary videos where plastic was introduced as a new species in the ocean. That was done to emphasizing the alarming projection that by 2050, there would be more plastics in the ocean than fish. The soothing voice of Morgan Freeman helped ease the Millennials suffering from eco-anxiety into the new reality about plastic.
Credits: United Nations Partnerships Lead, Sustainable Development Goals: Frances Simpson-Allen Google Product Marketing Manager: Danielle Landress Product Marketing Manager: Olivia Jovais Creative Partnerships Lead: Paul Eyers Creative Partnerships Lead: Jeff Blankstein Creative Partnerships Lead: Paula Castro Tribeca VP Production: Nina Chaudry Goodby Silverstein & Partners Co-Chairmen: Jeff Goodby and Rich Silverstein Chief Creative Officer: Margaret Johnson Associate Creative Director: Hanna Wittmark Associate Creative Director: Kate Baynham Art Director: Eleanor Rask Copywriter: Trevor Joplin Design Director: Ryan Self Designer: Benny Gold Managing Partner: Leslie Barrett Account Manager: Emily Bollier Partner, Head of Brand Strategy: Bonnie Wan Partner, Head of Communication Strategy: Christine Chen Senior Communications Strategist: Jacob Sperla Brand Strategist: Darien Ahn Head of Broadcast Production: Leila Gage Director of Business Affairs: Judy Ybarra Production Company: Spacestation Director: Brian Schulz Director of Photography: Chris Bryan Executive Producer: Melanie Paul Executive Producer: Matthew Mills Production Manager: Ellie Cano Production Assistant: Allie Fuller Post-Production Supervisor: Marni Ellis Editor: Sharika Ajaikumar Assistant Editor: Chang Wang ON LOCATION TEAM Diving Services Director: Robbie Gonzalez Diving Services Coordinator: Giovanni Gonzalez Safety Diver: Daniel Alamilla Safety Diver: Felipe Ancona Safety Diver: Chuck Editorial Company Company Name: Elevel Editing Company City: San Francisco Editor: Graham Willcox Assistant Editor: Liz Norris Director of Elevel: Michael Damiani Post Producer: Allison Lambert Audio and Sound Design Company Music Company name: Elias Music Music Company City: Los Angeles, CA Music Composer: Jonathan Elias Sound Design Company: Lime Studios Sound Design Company City: Los Angeles, CA Sound Designer: Joel Waters Mix Company: Lime Studios Audio Engineer: Joel Waters Assistant Mixer: Collin Thomas Agency Director of Film and Music Curation: Tod Puckett VFX Company Company name: Elevel Creative Director: Mike Landry Technical Director: Nathan Shipley Motion Artist: Luke Davisson VFX Company Company name: a52 VFX Supervisors: Jesse Monsour, Pat Murphy Flame Artists: Kevin Stokes, John Valle CG Supervisor: Andrew Romatz CG Artists: Aemilia Widodo, Ariana Ziae-Mohseni, Joe Paniagua, Michael Bettinardi, Josh Dyer VFX Producer: Drew Rissman Executive Producers: Kim Christensen, Patrick Nugent Managing Director: Jennifer Sofio Hall Color Company Name: a52 Color Colorist: Gregory Reese Senior Color Producer: Jenny Bright Executive Producer: Thatcher Peterson Managing Director: Jennifer Sofio Hall SPACESTATION Executive Producer: Melanie Paul Executive Producer: Matthew Mills Director: Brian Schulz Director or Photography: Chris Bryan Production Manager: Ellie Cano Production Assistant: Allie Fuller Post-Production Supervisor: Marni Ellis Editor: Sharika Ajaikumar Assistant Editor: Chang Wang ON LOCATION TEAM Diving Services Director: Robbie Gonzalez Diving Services Coordinator: Giovanni Gonzalez Safety Diver: Daniel Alamilla Safety Diver: Felipe Ancona Safety Diver: Chuck

Business Media: Observability for All by Just Global for New Relic
For New Relic's software launch and transformation to a unified platform, Just Global's campaign focused on user experience and developers, the key target audience, fostering brand awareness through video storytelling and a home and landing page showcasing the product. Using intent targeting and real-time analysis of performance metrics to drive lead generation, the campaign drove a 440% higher conversion rate (programmatic) and +42% daily site traffic, with a -43% cost per signup and relative brand lift of +8.3%.
Credits: Just Global New Relic; See’s Candies - Fundraising by Data Axle for See’s Candies
See's Candies, an established candy maker for almost a century, turned to Data Axle to increase awareness of its fund-raising program that provides candy at discounted rates to schools, youth programs, non-profit organizations and religious institutions. Featuring display ads with lively, animated images and a compelling message that clearly illustrate the benefits of the program, the campaign generated click-through rates nearly 20% above campaign goals, fostered awareness and generated greater participation in See’s fundraising program.
Credits: Julie Moldafsky, Marketing Manager, See’s Candies Jeff Hartung, Marketing Production Manager, See’s Candies Leslie Horenstein, VP of Marketing, See’s Candies Laura Smith, Senior Designer, Data Axle Mike Metschan, Art Director, Data Axle Neil Arsenty, Production, Team Lead, Data Axle Ryan Seymour, Email Manager II, Data Axle Becky Bautch, Account Director, Data Axle Robert White, Account Director, Data Axle Capricia Alston, Sr. Copywriter, Data Axle Brittany Patterson, Sr. Account Manager, Data Axle Cheryle Ross, Sr. Strategist, Data Axle Ted Kim, Sr. Strategist, Data Axle Bryan Finke, SVP of Strategy; "Go There" With Intersection by Intersection for Intersection
Intersection built a world of possibilities around the inspirational question "Where Do You Dream Of Going?" and message "Go There" in its first brand campaign, demonstrating that creative media can connect people to the places and experiences they want to visit after months of isolation. Reaching out to its clients and partners, Intersection created a variety of creative visual elements to convey its message, with videos and presentations that highlighted the potential and importance of the out-of-home market.
Credits: Esther Raphael, Chief Marketing Officer, Intersection Lauren Gardner, Regional Marketing Director, Intersection Keegan Wolfe, Graphic Designer, Intersection

Content Marketing: Going From Broke by Crackle Plus for Crackle Plus
As the cost of education has skyrocketed, the unpaid balance of student loan debt continues to rise at an astounding rate causing young people to feel overwhelmed and alone. Crackle Original Series ‘Going From Broke’ produced by Ashton Kutcher addresses this global issue by working with young people to help them change their spending habits and take control of their financial future. The show received featured coverage in key publications, such as WSJ, Business Insider, Deadline, Salon, and more.
Credits: Chris Woolsey - Sr. Manager, PR & Marketing - Crackle Plus Jeff Stevens - Head of Social - APlus Isaac Saul - Senior Reporter - APlus Emma Kapotes - Web Design - Chicken Soup for the Soul Entertainment Adam Mosam - Web Engineering - Crackle Plus; Driving Record Ratings By Colliding Gamers And NASCAR Drivers by Mediahub for FOX Sports + NASCAR
Fox Sports partnered with Mediahub to attract younger viewers to the Daytona 500 on Fox Sports help reverse declining ratings. Research revealed that younger potential NASCAR viewers loved online gaming because of its adrenaline-fueled action. Mediahub found a common connection between the young NASCAR stars and the new younger audience by pairing two young charismatic NASCAR drivers with the equally charismatic superstars of Fortnight, injecting racing into streaming and vice versa, generating nearly 9MM impressions in earned media.
Credits: Robert Gottlieb, EVP Marketing, FOX Sports FOX Sports Media Group Whit Haskel, SVP Marketing, FOX Sports FOX Sports Media Group Eric Dobratz, VP, Media & Brand Marketing, FOX Sports Media Group Sara Light, Senior Digital Director, Marketing, FOX Sports Media Group Lauren Helsom, Senior Brand Manager, Media & Brand Marketing, FOX Sports Media Group Nancy MacDonald, VP, Brand Marketing, FOX Sports Media Group Niara Simon, Manager, Digital Marketing, FOX Sports Media Group Morgan Nash, Senior Manager, Media, NASCAR Edwin Gotay, Senior Director, Growth Segment Marketing, NASCAR Patrick Morris, Director, Brand Marketing, NASCAR David Zane, Managing Director, NASCAR Tyler Warner, Marketing Manager, FOX Sports Media Group John Moore, Global CEO, Mediahub Global Sean Corcoran, US President, Mediahub Global Laurel Boyd, Executive Director of R+D Lab, Mediahub Global Betsy Rosenbloom, Senior Media Content Creator, Mediahub Global Scott McGowan, Senior Media Content Creator, Mediahub Global Randy Hastings, VP Group Media Director, Mediahub Global Sam Evans, Integrated Media Planning Supervisor, Mediahub Global Alan Fox, VP Director, Communications Planning, Mediahub Global Courtney Schier, Senior Comms Planner, Mediahub Global; Lil Nas X "HOLIDAY" NEW SINGLE by MilkMoney for Columbia Records
Lil Nas X is an American rapper, singer, songwriter, LGBTQ icon, who is extremely active on social media. In 2020, to promote the release of his new single “Holiday,” he set out to film a live TikTok video in front of prominent billboard in West Hollywood, booked for him by MilkMoney. This specific billboard on the iconic Sunset Strip was selected as an ultimate enhancer of the already over the top creative, as well allowing for safe filming of content.
Credits: Creative Directors: Lil Nas X and Hodo Musa Art Directors: Hodo Musa & Charlotte Rutherford Photographer: Charlotte Rutherford Marketing Director: Sierra Lever

Native Marketing: #InItTogether by J3 & Meredith for Johnson & Johnson / Johnson's Baby
COVID-19 added to the normal anxieties of expecting parents in 2020. Johnson & Johnson partnered with Meredith to launch a support hub called #InItTogether. Parents could hear from doctors, nurses and other moms. Content was promoted across Johnson's social channels and Meredith’s properties. The hub drew a 6% rise in familiarity, 8% in purchase intent and 7% in recommendation intent. Also it generated an 18% lift in reducing anxiety and a 12% increase in helping moms fully enjoy their pregnancy.
Affiliated Agency: Media Owner: Meredith; Digital Media Agency: Velocity; Marketing Agency: Marina Maher Communications
Credits: Niki Schloss, Content Director, J3; Anthony Hello, SVP Group Director, Content Management, J3; Katherine Auguston, VP Group Creative Director, J3; Dana Modafferi, VP Group Director, Franchise Leadership, J3; Lisa Beshara, SVP Client Business Partner, Franchise Leadership, J3; Rose Carollo, Partner, Franchise Leadership; J3; We Are Not Profit by Duncan Channon for California Tobacco Control Program
Black Americans are especially vulnerable to tobacco-related illnesses. To communicate the threat of menthol cigarettes, the California Tobacco Control Program worked with R&B artist Goapele on a video targeting black women, aged 30-50. Goapele shares memories of her father and describes how he died of cancer years after he no longer smoked, and how she coped with this while pregnant with her daughter. In it, she communicates the harms of menthol tobacco and on the practices of the tobacco industry.
Affiliated Agency: Music Audience Exchange - Artist Representative and Content Producer
Credits: Madelaine Robinson, Group Director of Communications Planning, Duncan Channon Harrison Morof, Communications Planner, Duncan Channon River Crane, Communications Planner, Duncan Channon Kumi Croom, Group Account Director, Duncan Channon Davis Wolfe, Account Supervisor, Duncan Channon Hannah Grossman, Account Executive, Duncan Channon Julie Lautsch, Advertising Team Lead, CTCP Frank, Media Chief, CTCP Jen Garica, Creative Strategy Specialist, CTCP Caitlin Delaney, Media Strategy and Communications Specialist, CTCP Olivia Utley, Campaign Manager, MAX Ryan Whisenhunt, VP Content, MAX Maxwell Zotz, Director of Artist Relations, MAX Josh Fuller, Director of Client Partnerships, MAX Casey Dennehy, VP of Brand Partnerships, MAX Michael Provus, CRO, MAX; Chex Quest HD by Martin Williams for Chex Mix, General Mills
Chex Mix revived its popular video game Chex Quest, featuring new packaging and influecer content. The brand rebuilt the Chex Quest of the mom of the biggest fan on Reddit, and offered a comic anthology in comic stores. The effort produced a 10% sales lift during the promotion, over 1 million minutes of brand engagement, twice the average downloads on Steam, 40 minutes in average game play time and a $49.99 price for the comic copies on Ebay.
Affiliated Agency: The Social Lights, Ketchum, Flight School- Media
Credits: Brock Davis – Chief Creative Officer, Martin Williams Tess Nyberg – Group Creative Director, Martin Williams Matt Pruett – Group Creative Director, Martin Williams Jacob Guenther – Copywriter, Martin Williams Lindsey McKee – Art Director, Martin Williams Chris Corum – Art Director, Martin Williams Julie Genung – Creative Operations Director, Martin Williams Freddie Richards – Head of Integrated Production, Martin Williams Kathy DiToro – Director of Content Production, Martin Williams Liz Wingate – Senior Integrated Producer, Martin Williams Shannon Stanton – Client Director, Martin Williams Emma Erdman – Client Services Supervisor, Martin Williams Jason Wynne – Director of Creative Technology, Martin Williams Jared McMorris – Developer, Martin Williams Joy Miller – Director of Studio Production, Martin Williams Bill Schneck – Senior Print Produce, Martin Williams Jennifer Beier – Senior Production Artist, Martin Williams Ryan Moede – Retoucher, Martin Williams Charis Wilson – Brand Experience Assistant Manager Alex Colvin – Brand Experience Senior Manager, General Mills Vanessa Santana – Brand Experience Senior Planner, General Mills Kip Lindman – Brand Experience Manager, General Mills

Data: Lauv How I’m Feeling by Ciceron for AWAL / Lauv
Record label AWAL faced challenges when releasing the debut album from Lauv, a new singer and songwriter. Live events were on hold during a time when the entire music industry needed to re-imagine how to engage with consumers. Ciceron used digital, connected TV, and OOH. The multi-data approach used lookalikes, geolocation data targeting and persona data, working with Liveramp, Spotify, and The Trade Desk. Results produced 100 million global streams in the first week. The How I’m Feeling Album peaked at No. 4 on independent albums, and No 16 on Billboard top 200.
Credits: Ashley Evenson; Director, Emerging Media & Architecture; Ciceron Mary McDaniel; Media Planner; Ciceron Charlie Erickson; Account Lead LA; Ciceron Phil Davis; Director, Social Marketing; Ciceron Viviana Galindo, Digital Marketing Specialist; Ciceron Payton Moore; Marketing Specialist; Ciceron Kelsey Miller; Associate Director, Digital Marketing; AWAL/Kobalt Justin Macchio; VP, Marketing; AWAL/Kobalt; OTT/CTV Closed Loop Conversion Attribution by Merkle for Cancer Treatment Centers of America
Cancer Treatment Centers of America (CTCA) needed to reach prospective patients by positioning itself as a cancer only hospital, so it launched a nationwide OTT/CTV campaign targeting specific audiences with help from Merkle. The hospital remained available, while many transitioned to support COVID-19 cases. The campaign combined media exposure with conversion data and optimize media down to the DMA level. During the six months the campaign ran, it was exposed to millions of unique households and generated hundreds of conversions.
Credits: Ivan Stamenov, VP - Marketing Operations and Technology, Cancer Treatment Centers of America Laura Hyzer, Manager – Media, Cancer Treatment Centers of America Trevor Hadick, Manager - Analytics, Merkle Teka Phan, Sr. Manager - Media, Merkle; Chief Exploration Officer by Anheuser-Busch for Michelob Ultra
Anheuser-Busch had challenges during the planning of its Michelob ULTRA Chief Exploration Officer campaign, where entrants could win the ability to drive a camper through national parks for six months while hiking, enjoying nature, and snapping pictures for the company. Entrants wrote an essay of 500 words. Machine learning let the team reduce 98,000 applications to 20 favorites. One algorithm scored readability, and another tagged emotions. From these interviews, the group chose the best person to become the top Michelob ULTRA Influencer out of nearly 100,000 entries. The winner got $50,000 for expenses.
Affiliated Agency: Dentsu, Code3
Credits: Anheuser Busch - Chris Ieva, Jose Salas, Andrew Gelbard, Jackie Northacker, Paolo Provinciali, Ricardo Marques, Marcela Garcia, Sam Durrant, Talita Andrade, Miles Ritenour draftLine – Sophie Shrem, Leonel Lopez, Keslie Watts, Stephen Micioni, Pete Pirone, Deniz Yegen, Jen Goldsmith Dentsu – Bora Chang, Amanda Beckett, Nikki Costello, Bryan Froimowitz, Maddie Armington Code3 – Max Haberman, Sam Fleischman

Creative: Porsche x Star Wars: The Designer Alliance by Cramer-Krasselt for Porsche
An iconic team--Porsche and Star Wars—attempted to transcend co-branded advertising by creating a Porsche-inspired spaceship, complete with sloping design for the canopy like a sports car. Led by Doug Chiang (Executive Creative Director, Lucasfilm) and Michael Mauer (Head of Design, Porsche), designers from Porsche and Star Wars joined forces to create The Designer Alliance. It took six weeks to design and create a Porsche-inspired spaceship. Fan got a look into the design processes.
Affiliated Agency: Creative Agency of Record: Cramer-Krasselt; Entertainment Agency: RTTM; Media Agency: PHD Media Agency
Credits: RTTM Owen Shively – CEO / Managing Partner Hilary Stratton – COO / Managing Partner Cramer-Krasselt Marshall Ross – Chairman, Chief Creative Officer Rick Hamann – Executive Creative Director Rick Standley – Creative Director Conn Newton – Creative Director John McKenzie – Senior Art Director John Doessel – Senior Copywriter Chris Hanley – Senior Vice President, Group Account Director James Kaplan – Vice President, Account Director Kendall McDougal – Account Supervisor PHD Media Jason Guy – Client Global Lead Bilal Kazmi – Associate Director, Strategy Haley Benson – Supervisor, Performance Media Jesse Mossell – Manager, Performance Media; I am Jimmy by MERGE for Dana-Farber Cancer Institute / The Jimmy Fund / MERGE
The Dana-Farber Cancer Institute needed a refresh for its Jimmy Fund, which had successfully raised money for years, after brand awareness fell. MERGE was tasked to increase awareness among a new generation of supporters. Digital and social platforms encouraged people to tell their own emotional stories. PSAs featured national celebrities. Dynamic creative optimization was used to curate hundreds of headshots with the caption “I am Jimmy.” The campaign used TV, OOH, print, radio, and digital advertising. After six months, brand awareness rose 58%, with unaided ad awareness up 120%.
Credits: Melany N. Duval, Senior Vice President and Chief Philanthropy Officer, Dana-Farber Cancer Institute & the Jimmy Fund; Jan Lawlor, Vice President Philanthropy Marketing, Dana-Farber Cancer Institute & the Jimmy Fund; Joyce Gallagher, AVP Philanthropy Communications, Dana-Farber Cancer Institute & the Jimmy Fund; Shannon Watterson, Senior Assistant Director Philanthropy Communications, Dana-Farber Cancer Institute & the Jimmy Fund; Stephen Kelly, Assistant Vice President Digital Marketing Office of Philanthropy, Dana-Farber Cancer Institute and the Jimmy Fund; Lindsay Laut, Senior Associate Director Social Media, Dana-Farber Cancer Institute and the Jimmy Fund; Catherine Dunphy, Senior Associate Director Digital Marketing, Dana-Farber Cancer Institute & the Jimmy Fund; Alicia Lazzaro, Assistant Director Web & Digital Marketing, Dana-Farber Cancer Institute & the Jimmy Fund; Erika Chim, Assistant Director Digital Marketing, Dana-Farber Cancer Institute and the Jimmy Fund; Jennifer Skala Bodio, Associate Director Philanthropy Communications, Dana-Farber Cancer Institute & the Jimmy Fund; Bob Minihan, EVP Chief Creative Officer, MERGE; David Onessimo, Associate Creative Director, MERGE; Matt Daniele, Copywriter, MERGE; Tommy Fiorito, Creative Director, MERGE; Debbie Easdon, Broadcast Producer, MERGE; Dave Walsh, Senior Print Production Manager, MERGE; Michelle Boudreau, SVP Group Account Director, MERGE; Jennifer Pinto, VP Account Director, MERGE; Kellie Innocenti, Senior Project Manager, MERGE; Becky Minervino, Chief Strategy Officer, MERGE; Adaora Asala, VP Product & UX Strategy, MERGE; Marissa Jacobs, Associate Experience Strategy, MERGE; Stephanie Rogers, EVP Contact Planning, MERGE; Michael Piacente, VP Media Director, MERGE; Sarah Paniati, Senior Media Planner, MERGE; Karen Goldstein-Chow, Broadcast Media, MERGE; Lisa Greenberg, Media Supervisor, MERGE; Courtney Cummings, Media Supervisor, MERGE; Jason Budelmann, VP Strategy & Analytics, MERGE; Samantha Sweig, Senior Manager Analytics, MERGE; Patrick Schuholz, Measurement Analyst, MERGE;; “It Starts On TikTok” by Known, LLC for TikTok
TikTok, which met with numerous challenges in 2020, launched a brand campaign created by Known, and backed by its data science and strategy teams. Known’s creative teams partnered with TikTok to develop, create and launch the #ItStartsOnTikTok campaign. The initiative surpassed all goals on metrics with more than 4 billion views. It helped to retain top talent on the platform, add million of new users, attract new advertisers, and build a broad coalition of support and advocacy for the brand. It continues to grow through earned media.
Credits: Known TikTok

Media Plan: Live From Aus by UM Australia for Tourism Australia
Australia faced the most challenging period in the history of its tourism industry, between bushfires, floods and the pandemic. To get around the fact that people had stopped traveling, it offered virtual tours via Facebook, YouTube and other channels, starting with a live TV event. In one weekend, the Love Australia effort generated 1 billion global PR impressions and an estimated EAV of $9.8MM. Plus, it achieved a 10% hike in people very likely to travel domestically when restrictions are lifted.
Affiliated Agency: Advertising Agency: M&C Saatchi; Digital Agency: Digitas; Performance Marketing Agency: Reprise
Credits: Anthony Thomas, Senior Partnerships Manager, UM Australia; Ellie Reid, Partnerships Manager, UM Australia; Jack Graham, Senior Strategy Director, UM Australia; Lisa Hosking, Senior Client Director, UM Australia; Alisha Imam, Senior Strategist, UM Australia; Matt Furlong, State Strategy Director, UM Australia; I am Jimmy by MERGE for Dana-Farber Cancer Institute / The Jimmy Fund / MERGE
The Jimmy Fund was launched in 1948 to make young cancer patients’ dreams come true. But it had lost some brand awareness, so the Dana Farber Cancer Institute ran an integrated campaign combining TV spots and digital ads that targeted devices in the home. The effort featured 5,000 messaging and audience combinations along with celebrity PSAs. Also utilizing multi-variate testing, the “I am Jimmy" campaign raised unaided brand awareness by 58% in six months, and unaided ad awareness by 120%.
Credits: Melany N. Duval, Senior Vice President and Chief Philanthropy Officer, Dana-Farber Cancer Institute & the Jimmy Fund; Jan Lawlor, Vice President Philanthropy Marketing, Dana-Farber Cancer Institute & the Jimmy Fund; Joyce Gallagher, AVP Philanthropy Communications, Dana-Farber Cancer Institute & the Jimmy Fund; Shannon Watterson, Senior Assistant Director Philanthropy Communications, Dana-Farber Cancer Institute & the Jimmy Fund; Stephen Kelly, Assistant Vice President Digital Marketing Office of Philanthropy, Dana-Farber Cancer Institute and the Jimmy Fund; Lindsay Laut, Senior Associate Director Social Media, Dana-Farber Cancer Institute and the Jimmy Fund; Catherine Dunphy, Senior Associate Director Digital Marketing, Dana-Farber Cancer Institute & the Jimmy Fund; Alicia Lazzaro, Assistant Director Web & Digital Marketing, Dana-Farber Cancer Institute & the Jimmy Fund; Erika Chim, Assistant Director Digital Marketing, Dana-Farber Cancer Institute and the Jimmy Fund; Jennifer Skala Bodio, Associate Director Philanthropy Communications, Dana-Farber Cancer Institute & the Jimmy Fund; Bob Minihan, EVP Chief Creative Officer, MERGE; David Onessimo, Associate Creative Director, MERGE; Matt Daniele, Copywriter, MERGE; Tommy Fiorito, Creative Director, MERGE; Debbie Easdon, Broadcast Producer, MERGE; Dave Walsh, Senior Print Production Manager, MERGE; Michelle Boudreau, SVP Group Account Director, MERGE; Jennifer Pinto, VP Account Director, MERGE; Kellie Innocenti, Senior Project Manager, MERGE; Becky Minervino, Chief Strategy Officer, MERGE; Adaora Asala, VP Product & UX Strategy, MERGE; Marissa Jacobs, Associate Experience Strategy, MERGE; Stephanie Rogers, EVP Contact Planning, MERGE; Michael Piacente, VP Media Director, MERGE; Sarah Paniati, Senior Media Planner, MERGE; Karen Goldstein-Chow, Broadcast Media, MERGE; Lisa Greenberg, Media Supervisor, MERGE; Courtney Cummings, Media Supervisor, MERGE; Jason Budelmann, VP Strategy & Analytics, MERGE; Samantha Sweig, Sr Manager Analytics, MERGE; Patrick Schuholz, Measurement Analyst, MERGE;; Super Bowl by Anheuser-Busch for Bud Light Seltzer
Bud Light sought to launch a product in a category that many people didn’t know about: hard seltzer. It drove awareness for Bud Light Seltzer in social channels with two TV spots featuring influencer Post Malone, asking viewers to vote on the one they wanted to air during the Super Bowl. It also narrowed its targeting to wine and spirits drinkers. The winning spot drew nearly 1 billion earned impressions and 920 million social mentions and boosted awareness by 40%.
Credits: Anheuser Busch - Andrew Gelbard, Juliana Wurzburger, Lindsay Marzocca, Laurel Van Tassel, Brian Weidy, Paolo Provinciali, Andy Goeler, Joe Lennon, Kate Sanner, Conor Mason, Lindsay Cozen, Matt Sparling, Joe Barnes, Tony Romano, Sarah Kippins, Miles Ritenour, Shana Barry. Dentsu – Vincent Kim, Anthony Domenick, Hanna White, Kelly Cucciniello, Julie Goldstein, Adam Maloney, Tim Jonathan, Caitlin Kline, a lot of others on ancillary teams

Multicultural/LGBT Media: Proud Parent by 360i for OREO
Oreo created a campaign and platform celebrating diverse families. With PFLAG, it developed multiple elements, including a recreation of signs carried by proud parents of LGBTQ+ people during parades, a targeted buy along abandoned parade routes and a film that movingly tells the story of how a family embraces a LGBTQ+ couple—it during the same weekend as National Coming Out Day. Within days of launch, the new platform drew thousands of people and received more than 400 press placements.
Credits: Justin Parnell, Senior Director, Oreo Brand Equity, Mondelez Marion Delgutte Saenen, Marketing Director, US Oreo Equity, Mondelez Olympia Portale, Brand Manager, US Oreo Equity, Mondelez Georgie Maddock, Brand Manager, US Oreo Equity, Mondelez Liz Owen, Director of Communications, PFLAG Jean-Marie Navetta, Director of Learning and Inclusion, PFLAG Jamie Henkel, Learning and Inclusion Manager, PFLAG Menno Kluin, Chief Creative Officer, 360i Piper Hickman, Executive Creative Director, 360i Michael Schachtner, Executive Creative Director, 360i Jenna Zink, Associate Creative Director, 360i Michael Palma, Associate Creative Director, 360i Kushal Birari, Art Director, 360i Lee Koppel, Junior Copywriter, 360i Brian Gartside, Design Director, 360i Sophia DelPlato, Senior Designer, 360i Luis Valencia, Junior Designer, 360i Kelly Bray, Associate Content Director – Motion Designer, 360i Carissa Ranelycke, Head of Production, 360i Carly Salaman, Executive Producer, 360i Jessica Ryle, Associate Producer, 360i Linda Ferrara, VP Business Affairs, 360i Joshua Safran, Group Account Director, 360i Kristine Dowd, Account Supervisor, 360i Kevin Tamayo, Project Manager, 360i Raig Adolfo, Chief Strategy Officer, 360i Maggie Walsh, Strategy Director, 360i Michael LaVallee, Associate Strategist, 360i Kristin Maverick, VP Social & Influencer, 360i Eden Lipke, Senior Social Strategist, 360i Sage Stargrove, Social Strategist, 360i Dahlia Dandashi, Social Marketing Manager, 360i Cole Webley, Director, Sanctuary Films Preston Lee, Founder/EP, Sanctuary Films Chris Cho, Line Producer, Sanctuary Films Bianca Cline, Director of Photography, Sanctuary Films Jonas Sappington, Production Design, Sanctuary Films Mah Ferraz, Editor, PS260 Editorial Caroline Yost, Assistant Editor, PS260 Editorial Raná Martin, Executive Producer, PS260 Editorial Evann Payne, Senior Producer, PS260 Editorial Margaret Yang, VFX/Flame, PS260 Finishing  Anthony Augusta, Flame Assistant, PS260 Finishing  Natalie Raffaele, Finishing Producer, PS260 Finishing  Trevor Gureckis, Executive Creative Director, Found Objects  Jay Wadley, Executive Creative Director, Found Objects  Ben Marshall, Creative Director, Found Objects  Adam Weiss, Composer, Found Objects  Jennie Armon, Executive Producer, Found Objects  Matt Nelson, Executive Producer, Found Objects  Nick Chomowicz, Producer, Found Objects  Agatha Lee, Music Coordinator, Found Objects  Rob Fielack, Audio Mix, Screaming Penguin Ricky Gausis, Colorist, MPC; #InItTogether by Foundry @ Meredith & J3 for Johnson’s®
To help expecting moms cope with the anxieties of COVID-19, Johnson’s launched a support hub with Meredith, featuring helpful content that places Johnson’s at the center of advice and conversations. To ensure diversity, Johnson’s spoke with people from various backgrounds and geographies. In addition, it produced content in Spanish for its Hispanic audience. The hub is not only a valuable information source, but a driver of brand increased equity. The effort is helping new moms more fully enjoy their pregnancy.
Affiliated Agency: Production: Venture Visuals - Production Company |Media Planning: J3 - Media Agency
Credits: o Suzanne Di Iorio, Executive Director Content & Strategy, Foundry @ Meredith o Blair Thill, Director Content & Strategy, Foundry @ Meredith o Justine Sterling, Senior Editor, Foundry @ Meredith o Amanda Gabriele, Editor, Foundry @ Meredith o Diamaris Welch, Senior Producer, Meredith Corp o Lauren Burger, Director Talent and Influencer Marketing, Foundry @ Meredith o Colin McNamara, Director of Product Design, Foundry @ Meredith o Louis Gubitosi, Digital Director, Foundry @ Meredith o Taylor Carvin, Designer, Foundry @ Meredith o Liz Carmona, Director of Copy, Foundry @ Meredith o Judy Brumley, Copywriter, Foundry @ Meredith o Jacqueline Shear, Executive Director of Corporate Beauty Sales o Victoria Phillips, Senior Manager Activation o Cara Deoul Perl, VP, Creative & Strategy, Foundry @ Meredith o Katy Delehanty, Executive Design Director, Foundry @ Meredith o Jessica Bras, Executive Marketing Director; More Than a Vote by Open Influence - Sadler Strategic Media - More Than a Vote for More Than A Vote
Voting took on new importance during the 2020 election campaign. More Than A Vote partnered with Black content creators in several cities to attract poll volunteers and motivate the community to vote. Throughout the fall, 47 influencers shared their personal stories in 125 Instagram posts. Their posts drew over 2 million organic impressions, a 2.02% engagement rate and a 2.25% organic IG impression story rate. Moreover, 10,000 poll workers signed up, and the 2020 election had a record voter turnout.
Credits: Sheri Sadler, President, Sadler Strategic Media Nick Wolf, Account Executive/MediaBuyer, Sadler Strategic Media Addisu Demissie, Executive Director, More Than a Vote Kelly Reed, Business Development, Open Influence Maggie Reznikoff, Director of Account Management, Open Influence Gabriela Leverette, Project Manager, Open Influence Anthony Kodomichalos, Account Manager, Open Influence Ariella Cohen, Account Coordinator, Open Influence

New/Emerging/Experimental Media: Storm Radar & IBM Watson Advertising Accelerator by IBM Watson Advertising for Storm Radar
IBM Watson Advertising Accelerator goes beyond creative optimization to predict which creative elements will perform the best for audience categories and individual consumers, automating audience segmentation and discovery and modifying campaigns for optimal performance. When tested on IBM's Storm Radar App using different creative approaches and a control ad, Accelerator increased app installs by over 3x in 23 days for a 3.4x performance uplift, while clients using Accelerator in campaigns achieved a performance lift of 25% or more.
Credits: IBM Watson Advertising Dave Olesnevich, Head Of Product Alya Adelman, Offering Leader, Data and Tech Solutions Robert Redmond, Leader of AI Design & Strategy Jamie Molnar, Product Marketing Leader, AI & Emerging Tech; Eyes. Lips. Famous.: First-Ever TikTok Reality Show by Movers+Shakers for e.l.f. Cosmetics
e.l.f. Cosmetics set out to empower and inspire Gen Z TikTokers who dream of becoming beauty influencers. The first TikTok reality show on e.l.f.'s Tiktok channel featured contestants displaying their skills and demonstrating their brand love and showcased their experiences at “beauty camp” where they learned from beauty experts, met challenges, and set their sights on a brand sponsorship deal. The show earned over 40 million views and led to a 57% spike in new followers on e.l.f.’s channel.
Credits: Evan Horowitz, CEO, Movers+Shakers Geoffrey Goldberg, Chief Creative Officer, Movers+Shakers Allison De Guia, Associate Creative Producer, Movers+Shakers Clara Wang, Account Manager, Movers+Shakers Taylor Fortier, Account Coordinator, Movers+Shakers Kory Marchisotto, CMO, e.l.f. Beauty Gayitri Budhraja, Vice President, Brand, e.l.f. Beauty Brooklyn Boston, Associate Director, Brand, e.l.f. Beauty Patrick O'Keefe, VP, Integrated Marketing Communications, e.l.f. Beauty Christine Hunt, Sr. Director, Global Media, e.l.f. Beauty Christine Song, Interim VP Brand, e.l.f. Beauty Ashley Rosebrook, Chief Creative Officer, e.l.f. Beauty Avani Gregg, Influencer (30M followers) Madi Monroe, Influencer (12.5M followers) Seth O'Brien, Influencer (4M followers); Cool Ranch Dance Off by Goodby Silverstein & Partners for Doritos
Goodby Silverstein & Partners partnered with Sway to create an AI-powered challenge -- generating excitement for Cool Ranch Doritos. Fans put their own dance moves into a Sam Elliott / Lil Nas X dance-off mapped to Cool Ranch choreography. It took off! Sway was downloaded over 100K times in less than a day, rising to #3 in the App Store, #CoolRanchDance trended on TikTok with 5.6 billion total views, and year-over-year sales of Cool Ranch Doritos rose.
Affiliated Agency: Park Pictures, Work Editorial, A52
Credits: Client: Frito-Lay, Doritos - CMO: Rachel Ferdinando SVP: Marissa Solis Senior Director: Leslie Vesper Marketing Director: Gisela Saenz Marketing Manager: Kelly Burke Agency - Goodby Silverstein & Partners Co-Chairman: Jeff Goodby Co-Chairman: Rich Silverstein Chief Creative Officer: Margaret Johnson Creative Director: Laura Petruccelli Creative Director: Rohan Cooke Associate Creative Director: Caroline Cappelli Associate Creative Director: Ryan Tovani Art Director: Jason Gan Copywriter: Clark Chamberlin Art Director: Mike Rodriguez Copywriter: Sam Dworkin Director of Production: Leila Gage Sr Producer: Sara Ward Producer: Alexis Bley Managing Partner: Brian McPherson Group Account Director: Meredith Williams & Jenna Duboe Account Director: Chris Nilsen Account Manager: Casey O’Brien Assistant Account Manager: Jordan Lofy Communication Strategy Director: Caitlin Neelon Communication Strategist: Drew Forrest Group Brand Strategy Director: Ralph Paone Brand Strategist: Ida Persson Senior Business Affairs Manager: Judy Ybarra Business Affairs Manager: Annie Holmgren Trafficking Manager: Rowena Cuejilo Director of Production: Margaret Brett-Kearns Senior Interactive Producer: Severin Sauliere Executive Social Producer: Danielle Riccardi Senior Social Producer: Alisa Latvala Social Producer: Jackie Kelly Content Creative: Mark Sandoff Content Creative: Emilio Diaz Photographer: Quinn Gravier Assistant Photographer: Hanna Hegnell Senior Print Producer: Noah Dasho Director of Creative Technology: Troy Lumpkin Executive Producer: Tena Goy Creative Technologist: Shan Jin Production Company : Park Pictures Director: Lance Acord Director of Photography: Lance Acord EP/Producer: Caroline Kousidonis Editorial Company: Work Editorial Editor: Jono Griffith Assistant Editor: Theo Mercado Producer: Chelsea Bassler Executive Producer: Marlo Baird Telecine - A52 Colorist: Gregory Reese Colorist Assistants: Corey Martinez, Aaron Flickinger, Dylan Bursick Color Producer: Jenny Bright Executive Producer, Color: Thatcher Peterson VFX/Finishing - A52 VFX Supervisor: Patrick Murphy CG Supervisor: Andy Wilkoff CG Lead: Andy Wikoff Flame Artists: Matt Sousa, James Buongiorno, Michael Vaglienty, Andres Barrios, Kevin Stokes, John Valle 3D Artists: Dustin Mellum, Jade Smrz, Quinton Woodson, Jose Limon, Josh Dyer, Josh Dyer, Joe Chiechi, Michael Cardena, Joe Paniagua, Michael Bettinardi, Joel Bettinardi Producer: Serena Noorani Executive Producers: Patrick Nugent & Kim Christensen Managing Director Jennifer Sofio Hall Mix - Lime Studios Mixer: Joel Waters Assistant Mixer: Collin Thomas Executive Producer: Susie Boyajan HUMEN TEAM Tinghui Zhou Ricky Wong Tim Omernick Melody Cao Cortis Clark Piotr Tatarcyzk Alexander Weiss Jesse Myers

Online Media: Branding: The Vault by Havas Media for EPIC Games
Havas Media, Epic Games and Battery teamed up in a campaign to reach PC gamers. A partnership with Twitch enabled micro-influencer streamers to download content and hit metrics, while tailored advertising on a sub Reddit turned negative perceptions positive. The campaign drove 33 million site visits across 20 markets with 22 million total new site visitors among core markets, up 648% vs. the same period last year, surpassing market leader Stream's visitors by 14.3 million during the campaign.
Affiliated Agency: Battery – Creative, Hercules – Creative
Credits: Jason Pope, Group Account Director, Havas Media Becky Prindable, VP Group Director Analytics, Havas Media Nathan Joslin, Digital Strategy, Havas Media Karen Sandquist, VP Group Planning, Havas Media Bob Burkhart, Analytics Supervisor, Havas Media Jenn Rodriguez, Analytics Analyst, Havas Media Ashley Fletcher, Social Supervisor, Havas Media Riv McCollum, Social Supervisor, Havas Media Julia Swoish, Connections Planning Associate, Havas Media Claudia Ferguson, Connections Planning Associate, Havas Media Klaudia Smykowska, Porgrammatic Strategy Manager, Havas Media Rainy Kumar, Senior Digital Producer, Battery Mike Parseghian, Partner Head of Brand, Battery Agnieszka Kargul, Senior Global Client Manager, Hercules Benedetta Lombardo, Senior Digital Project Manager, Hercules John Kopp – EPIC Danny Block – EPIC Steve Allison – EPIC Christian L'Heureux - EPIC; Quarantine E-Greetings, Videos Helped Billions of People Stay Connected When They Had to Live Apart in 2020 by JibJab for JibJab
To help people stay connected during quarantine, JibJab's creative makes family and friends the stars of its dynamic e-greetings, as people place their faces into animated scenes that celebrate occasions, holidays and everyday life, with a lighthearted, humorous spin on life during lockdown. JibJab released 2.5x more pieces of content than usual from April- June. Jibjab's "Happy (Quarantine) Birthday" e-greeting launched in April was used nearly 350,000 times -- more than 3x more than a non-quarantine e-greeting.
Credits: JibJab CEO: Paul Hanges Happy (Quarantine) Birthday Concept and Direction: Mauro Gatti Lyrics: Scott Emmons Voice: Adrienne Spiridellis Music: Linus Dotson Animation: Chris Timmons My Quarantine Memories Concept and Direction: Mauro Gatti Voice/Lyrics/Music: Erik and Mark Weiner Animation: Chris Timmons Thank You, Heroes! Concept and Direction: Mauro Gatti Animation: Chris Timmons Stock Audio Graduation Concept and Direction: Mauro Gatti Animation: Justin Gammon Stock Audio; Valero Rescue Relay by CE Media for Valero
Valero powered pet rescues, providing fuel to people driving dogs from "kill shelters" to their new homes in a campaign with CE Media. Showcasing these journeys with social and display content by pet-loving community Dodo, the campaign drove more than 32M video views, with a +12,000% YoY increase in online engagements, tripling The Dodo's CTR benchmark, with 45x the engagement rate benchmark. Valero outperformed Kantar Energy Industry Benchmark Metrics for aided brand awareness, brand favorability and purchase intent.
Credits: CE Media

Outdoor Media: Children's Health Get Well-evator by Colle McVoy for Children's Health℠
Children’s Health hospitals want to make kids’ lives better — in and out of the hospital. So it created the Get Well-evator — the buttons correspond with lights, sounds and inspiring messaging. Placed at KidZania, an educational museum in a Dallas mall, the Get Well-evator was promoted on the hospital’s social media, as well as in local press. The experiment made kids happy and engaged — and though COVID-19 limited the installation’s run, it generated 5.6 million impressions.
Credits: Steve Knapp, Executive Director of Media, Colle McVoy Mike Caguin, Chief Creative Officer, Colle McVoy Kerry Moore, Media Director, Colle McVoy Jenny Jurek, Media Supervisor, Colle McVoy Sarah Barthel, Senior Media Planner, Colle McVoy Dustin Black, Group Creative Director, Colle McVoy Steph Mertes, Production Designer, 10 Thousand Design Matt Cermak, Senior Copywriter, Colle McVoy Michelle Cherland, Creative Director, Colle McVoy Tyler DeHague, Designer, Colle McVoy Diana Quenomoen, Associated Design Director, 10 Thousand Design Mike Schwab, Group Account Director, Colle McVoy Tricia Lynch, Associate Account Director, Colle McVoy Britanny Gerdin, Senior Account Executive, Colle McVoy Colin Travis, Creative Developer, Colle McVoy Alicia Patrick, Senior Interactive Producer, Colle McVoy Paul Lammert, Director of Technology, Colle McVoy Brad Smith, Lead Print Producer, Colle McVoy Chris Moen, Creative Technologist, Colle McVoy Brandon Dahl, Senior Project Manager, Colle McVoy; The Punishing Signal by Lodestar UM & FCB India for Mumbai Police
Talk about cause and effect. Most noise pollution in Mumbai, India, is from car horns. Long exposure causes hearing loss. To stop unnecessary honking, Mumbai Police instituted an ingenious idea: The Punishing Signal. The more motorists honked, the longer they waited. Traffic lights showed Stop when noise went up and Go when lowered. Drivers also saw live messages underscoring their responsibility. After a month, police recorded a 32% decrease in average honking decibels! Punishing Signal is now nationwide. Message received.
Affiliated Agency: Creative Agency: FCB India
Credits: Nandini Dias, Chief Executive Officer, Lodestar UM; Dhruv Jha, Head of Branded Content, FCB India; Amit Raina, Media Controller, FCB India; Crescens Lemos, Media Executive, FCB India; Robby Matthew, Chief Creative Officer, FCB India; Ravi Ananthan, Associate Creative Director, FCB India; Bumble "Make The First Move 2.0" by MilkMoney for Bumble
Bumble, the dating app where women make the first move, promotes gender equality. So its OOH campaign decided to push public self-awareness with upbeat messaging. “Make The First Move” in a pandemic meant being brave and owning your own dating priorities. Messages written against a bold yellow background were posted on buildings and buses in 45 markets, including: “Up your standards” and ““But are they quarantine material?” The design was eye-catching and generated 53M media impressions and 7.3M earned impressions.
Credits: Awaiting more information from brand and will update when received. Email ian@milkmoney.com if not received.

Performance Media & Marketing (including Direct Response, TV, Email, etc.): Make Google Do It by Google for Google Assistant
Google’s AI-driven future depends on Google Assistant, but the company needed to reduce the hurdles of onboarding users. It launched the campaign Make Google Do It, which focused on demonstrating the device as a utility. The campaign focused on increasing the number of daily average users at a CPA. Online video, social, and programmatic display prompted consumers to take action. Google measures DAU increases and used a seven-day window to understand where the campaign had an impact. CPAs were measured using in-app floodlight tracking to track how efficiently we were driving the outcomes. With help from first-party data, Google reduce CPAs for lapsed users by more than 87.9%.
Affiliated Agency: Essence, Media
Credits: N/A; Less Grocery Stress by Marketing Architects for Nuts.com
Nuts.com, a 91-year old family-owned brand, saw an opportunity to expand online snack sales when the global pandemic forced people to rethink their grocery shopping habits. They wanted to launch a TV campaign to reach new and existing customers. Using their Rapid Response TV offer, Marketing Architects took the Nuts.com campaign from concept to broadcast in under one week. The agency’s media buying platform, Annika, sifted through tens of thousands of potential offerings to select thousands of unique buys on hundreds of TV stations. Nuts.com got on air in record time, which exceeded sales goals.
Credits: Jeff Braverman, CEO, Nuts.com Joseph Maliekel, COO, Nuts.com Marin Suska, VP Client Growth, Marketing Architects Stephanie Bruns, Account Director, Marketing Architects Ryan Kinkaid, VP Creative, Marketing Architects; Aqua Carpatica Pandemic E-Commerce Campaign by Marcus Thomas LLC for Aqua Carpatica
AQUA Carpatica, a European brands offering premium bottled water sourced from the Carpathian Mountains of Romania, wanted to enter the U.S. market. AQUA noticed its sales spiked when high-end brands like VOSS were sold out on grocery shelves. High-end shoppers gravitated to its price and high-quality claims. Precise location targeting and messaging reached out to consumers based on their proximity to shipping warehouses. Non-purchasers were retargeted with a 20% off incentive to complete a purchase, using “STAYHOME” and “STAYSAFE” as codes. Subscription offers were served to consumers completing a one-time purchase. The combination of messaging and precise targeting led to revenue lift of 236%.
Credits: Raphael Rivilla – Partner/Senior VP, Media Magnolia Deuell – Senior Media Planner Jake Patterson – Analyst Jimmy Sollisch – Creative Director Kevin Delsanter – Copywriter Peter Roth – Designer Dory Turner – Assistant Account Executive Anthony DelVecchio – Management Supervisor

Print (magazines and newspapers): 3M + The New York Times Sustainable Gift Wrap by Colle McVoy for 3M
Greens know the mantra “reduce, reuse, recycle.” 3M has taken it to heart. It teamed with The New York Times to co-create a center spread in the main news section on Dec. 22. One side contained information on sustainability during the holidays. The flip side housed various kinds of decorative symbols. By coloring the images, readers created homemade wrapping paper. The partnership drove a 38% lift in brand familiarity and 25% lift in 3M as eco-aware. Less is more.
Credits: Steve Knapp, Executive Director of Media, Colle McVoy Kim Dunn, Group Media Director, Colle McVoy Mike Caguin, Chief Creative Officer, Colle McVoy James Lager, Associate Media Director, Colle McVoy Jessica Lieberman, Media Supervisor, Colle McVoy Jimmy Saunders, Executive Director, New York Times Lexa Crowley Gottlieb, Client Lead, New York Times Nathan Reese, Creative Director, New York Times; Can't Cancel My Pride by Foundry @ Meredith for Procter & Gamble
COVID-19 cancelled the traditional LGBTQ+ Pride parade. To celebrate safely, P&G partnered with Entertainment Weekly to remember LGBTQ+ trailblazers, Elton John to Ellen DeGeneres. Editorial and advertising merged to highlight the community’s visibility. The result was “Can’t Cancel My Pride,” an effort that drove cultural awareness, such as Australian comic Hannah Gadsby’s work. And the effort clicked with readers: 82% spent 100 minutes reading the issue, while 85% supported EW covering lesser-known and targeted LGBTQ+ subjects.
Affiliated Agency: Media Planning: Carat - Media Agency
Credits: • Lauren Shuster, Director, Content + Strategy Foundry @ Meredith • Angela Poccia, Creative Manager Foundry @ Meredith • Kathryn Connolly, Design Director Foundry @ Meredith • Eliza Dillard, Senior Copywriter Foundry @ Meredith • Allison Taylor, Content Editor Foundry @ Meredith • Liz Carmona, Copy Director Foundry @ Meredith • Caroline Maddaloni, Coordinator Foundry @ Meredith • Laura Baker-Finch, Executive Director Content + Strategy Foundry @ Meredith • Joell Bajoras, Executive Director, Corporate Sales, Beauty Meredith • Kelly Dumser, Corporate Account Manager, Beauty Meredith • Rachel Levine, Senior Client Services Manager Meredith • Cora Howey, EW Eastern Account Director Entertainment Weekly • Jen Lingle, Director, Brand Marketing Entertainment Weekly • Chase Monti, Product Marketing Manager Meredith • Remy Telesco, EW Account Executive Entertainment Weekly • Marissa Catapano, Associate Director, Activation Meredith; Chex Quest HD by Martin Williams for Chex Mix, General Mills
Hat’s off to brand extensions. Twenty-four years ago, Chex Cereal launched a CD-Rom game Chex Quest. It reappeared in 2020 — augmented by a 56-page comic anthology, including characters' back stories and posters. Distributed nationwide and online via Comixology, it earned a “strange and outstanding” review. The promotion surrounding the updated game proved a bonus to Chex Mix, which earned a sales increase of 10%. The Chex Quest game received twice as many downloads as the average indie title on Steam.
Affiliated Agency: The Social Lights Ketchum Flight School Media
Credits: Brock Davis – Chief Creative Officer, Martin Williams Tess Nyberg – Group Creative Director, Martin Williams Matt Pruett – Group Creative Director, Martin Williams Jacob Guenther – Copywriter, Martin Williams Lindsey McKee – Art Director, Martin Williams Chris Corum – Art Director, Martin Williams Julie Genung – Creative Operations Director, Martin Williams Freddie Richards – Head of Integrated Production, Martin Williams Kathy DiToro – Director of Content Production, Martin Williams Liz Wingate – Senior Integrated Producer, Martin Williams Shannon Stanton – Client Director, Martin Williams Emma Erdman – Client Services Supervisor, Martin Williams Jason Wynne – Director of Creative Technology, Martin Williams Jared McMorris – Developer, Martin Williams Joy Miller – Director of Studio Production, Martin Williams Bill Schneck – Senior Print Produce, Martin Williams Jennifer Beier – Senior Production Artist, Martin Williams Ryan Moede – Retoucher, Martin Williams Charis Wilson – Brand Experience Assistant Manager Alex Colvin – Brand Experience Senior Manager, General Mills Vanessa Santana – Brand Experience Senior Planner, General Mills Kip Lindman – Brand Experience Manager, General Mills Comic Book Credits Alex Colvin – Editor Chuck Jacobi – Illustrator Celeste Jacobi – Illustrator Barrett Lewis – Illustrator Seth Robinson – Illustrator Kreepture – Illustrator Marc Ericksen – Illustrator Beastwreck – Illustrator Nicholas Straight – Illustrator Belle Dee – Illustrator Phil FTW – Illustrator David Stoll – Illustrator Tyler Bence – Illustrator Joe Lewis Bevill – Illustrator Morgan Beem – Illustrator Tom Scioli – Illustrator Maria Capelle Frantz – Illustrator Alec Kozak – Illustrator John Meilner – Illustrator Matt Pruett – Illustrator Bill Crabtree – Colorist Jacob Guenther – Writer

Research/Consumer Insights: 3M "Advertising Works" by Colle McVoy for 3M
3M, which hadn’t run a branded campaign in more than two decades, largely manufactures components for other products. Not many people know that. So the company worked with Colle McVoy to build a predictive model to achieve favorability by focusing on influencers. With six ads in game one of the World Series, the campaign partnered with brands like The New York Times to create content showcasing 3M’s innovations. It sought out opinion leaders’ favorite NYT, Spotify and NPR podcasts to create audio spots that felt more like segments than ads. Campaign viewers were 25% more likely to have a favorable opinion of 3M.
Credits: Steve Knapp, Executive Media Director, Colle McVoy Kim Dunn, Group Media Director, Colle McVoy Mike Caguin, Chief Creative Director, Colle McVoy James Lager, Associate Media Director, Colle McVoy Jessica Lieberman, Media Supervisor, Colle McVoy Terri Coyne, Director of Broadcast Investments, Colle McVoy Colleen Ryan, Associate Director of Broadcast Investments, Colle McVoy Kelly Lewis, Media Investments Buyer, Colle McVoy; Driving Record Ratings By Colliding Gamers And NASCAR Drivers by Mediahub for FOX Sports + NASCAR
Fox Sports had the broadcast rights to the 2020 Super Bowl, and tasked Mediahub with using the outsized hype of the Big Game to draw new, younger viewers—males between ages 18 and 34—to the Daytona 500 NASCAR race broadcast two weeks later. Research showed Twitch traffic spikes immediately after the Super Bowl attracted viewers through video racing, simulators, and Twitch virtual experiences. TV ratings for the 2020 Daytona 500 showed gains, especially in the target audience with 3 million more viewers at the start of the race vs. 2019. M18-34 “light motorsports” viewership nearly doubled YOY.
Credits: Robert Gottlieb, EVP Marketing, FOX Sports FOX Sports Media Group Whit Haskel, SVP Marketing, FOX Sports FOX Sports Media Group Eric Dobratz, VP, Media & Brand Marketing, FOX Sports Media Group Sara Light, Senior Digital Director, Marketing, FOX Sports Media Group Lauren Helsom, Senior Brand Manager, Media & Brand Marketing, FOX Sports Media Group Nancy MacDonald, VP, Brand Marketing, FOX Sports Media Group Niara Simon, Manager, Digital Marketing, FOX Sports Media Group Morgan Nash, Senior Manager, Media, NASCAR Edwin Gotay, Senior Director, Growth Segment Marketing, NASCAR Patrick Morris, Director, Brand Marketing, NASCAR David Zane, Managing Director, NASCAR Tyler Warner, Marketing Manager, FOX Sports Media Group John Moore, Global CEO, Mediahub Global Sean Corcoran, US President, Mediahub Global Laurel Boyd, Executive Director of R+D Lab, Mediahub Global Betsy Rosenbloom, Senior Media Content Creator, Mediahub Global Scott McGowan, Senior Media Content Creator, Mediahub Global Randy Hastings, VP Group Media Director, Mediahub Global Sam Evans, Integrated Media Planning Supervisor, Mediahub Global Alan Fox, VP Director, Communications Planning, Mediahub Global Courtney Schier, Senior Comms Planner, Mediahub Global; Cause for Celebration: Virtual Photoshoot by Some Spider Studios for Kimberly Clark // Huggies x Scary Mommy
2020’s expectant and new moms were deprived of traditions in the midst of a pandemic. Scary Mommy surveyed moms and learned that, due to the pandemic, 95% of those expecting said they couldn’t treat themselves, 86% said they will not have a real baby shower, 82% said they won’t be able to have a maternity or newborn photoshoot. Wanting to celebrate mom, Kimberly Clark engaged Huggies' commercial photographer, selected two families to feature, architected a how-to guide for at-home photoshoots, and built a surrounding content program around it. All to let moms celebrate. The program resulted in 20.2 million total impressions, and CTRs on Pinterest that surpassed benchmarks by 4-times.
Affiliated Agency: Mindshare - Kimberly Clark’s Media Agency
Credits: Janine Krause, SVP Sales, Charlotte at Some Spider Studios Trixie Ferguson Gray, SVP Brand Studio, Charlotte at Some Spider Studios Catherine Schuler, VP Integrated Marketing, Charlotte at Some Spider Studios Sarah Wamble, Director Brand Partnerships and Distribution, Charlotte at Some Spider Studios Zach Alprin, Associate Director Brand Partnerships and Distribution, Charlotte at Some Spider Studios Aoife Clancy, Presentation Designer, Charlotte at Some Spider Studios Newborn Photoshoot Kelly Sater, Head of Scary Mommy Branded Content, Charlotte at Some Spider Studios Nicole Howell, Howell Writer / Asst Director, Charlotte at Some Spider Studios Alan Loayza, Producer, Charlotte at Some Spider Studios Elaine White, Post Production Supervisor, Charlotte at Some Spider Studios Alex Viola, Editor, Charlotte at Some Spider Studios Emma Chao, Brand Segment Designer, Charlotte at Some Spider Studios Adam Hawkins, Pinterest Designer, Charlotte at Some Spider Studios Sarah Inbau, Brand Manager, Huggies Sasha Gulliush, Photographer Kelsey Jones, Assistant to Sasha Gullish Diane Le, Quentin Ferry (baby Camille) - Family Subjects Amanda Johnson and Jaime Johnson, Family Subjects

Social Media: Tide Laundry Trials by United Esports for Tide / Procter & Gamble
To help Tide reach 18-34s in their area of interests, United Esports created a unique live series of entertaining competition starring some of the most recognizable personalities in gaming, earning Tide incredibly high viewership and audience engagements. In the head-to-head competition broadcasts the losers had to do the winner’s laundry. The content was for maximum engagements across Twitch, YouTube, and Instagram, and subsequently used for a series of Super Ads, specifically optimized for the targeted social ads.
Credits: Felix LaHaye, CEO, United Esports Justin Woychowski, Creative Director, United Esports John-Tyler Robison, Head of Marketing; Eyes. Lips. Famous.: First-Ever TikTok Reality Show by Movers+Shakers for e.l.f. Cosmetics
After the success of e.l.f. Cosmetics’ #eyeslipsface viral TikTok challenge, the beauty brand teamed up once again with creative studio Movers+Shakers to launch the first-ever TikTok reality show. #EyesLipsFamous provided a platform to help aspiring TikTok influencers reach their dreams faster. Winners of the contest got to participate in a “Beauty Camp,” where they were mentored by three of the biggest names in TikTok beauty. The show resulted in over 40MM views and a 57% increase in new followers on e.l.f.’s channel.
Credits: Evan Horowitz, CEO, Movers+Shakers Geoffrey Goldberg, Chief Creative Officer, Movers+Shakers Allison De Guia, Associate Creative Producer, Movers+Shakers Clara Wang, Account Manager, Movers+Shakers Taylor Fortier, Account Coordinator, Movers+Shakers Kory Marchisotto, CMO, e.l.f. Beauty Gayitri Budhraja, Vice President, Brand, e.l.f. Beauty Brooklyn Boston, Associate Director, Brand, e.l.f. Beauty Patrick O'Keefe, VP, Integrated Marketing Communications, e.l.f. Beauty Christine Hunt, Sr. Director, Global Media, e.l.f. Beauty Christine Song, Interim VP Brand, e.l.f. Beauty Ashley Rosebrook, Chief Creative Officer, e.l.f. Beauty Avani Gregg, Influencer (30M followers) Madi Monroe, Influencer (12.5M followers) Seth O'Brien, Influencer (4M followers); More Than a Vote by Open Influence - Sadler Strategic Media - More Than a Vote for More Than A Vote
To help galvanize the Black community and make a difference in voter turnout leading up to the 2020 election, Open Influence partners with trusted Black content creators across swing states, aligning with key voting dates in each state. September through November, Black influencers throughout a variety of verticals (fitness, fashion, activists) shared personal stories through Instagram stories and in feed posts to emphasize the importance of voting and volunteering at the polls and ultimately inspire the Black community to action.
Credits: Sheri Sadler, President, Sadler Strategic Media Nick Wolf, Account Executive/MediaBuyer, Sadler Strategic Media Addisu Demissie, Executive Director, More Than a Vote Kelly Reed, Business Development, Open Influence Maggie Reznikoff, Director of Account Management, Open Influence Gabriela Leverette, Project Manager, Open Influence Anthony Kodomichalos, Account Manager, Open Influence Ariella Cohen, Account Coordinator, Open Influence

TV or Interactive/Enhanced TV: Serving Up Holiday Success: 2019 Ninja Addressable Video by UM Detroit for SharkNinja / Ninja Foodi
To meet the challenge of launching a product line during the competitive holiday season, Ninja and UM Detroit partnered in a campaign featuring addressable video and interactive overlays tailoring specific audiences, styles and "triggers" to creative elements, to showcase products and change consumer perception. Demand outpaced supply and according to NPD, retail sales increased +301% vs. the same period in 2018. And 38% of Ninja’s heated cooking product yearly retail sales occurred during the period the addressable videos ran.
Affiliated Agency: Digital Agency: Innovid; Media Owners: Hulu, Meredith, CBSi, Discovery Networks
Credits: Ashley Eckerlin, VP, Global Commercial Analytics & Planning, SharkNinja; Brian Gill, Director, Global Media Strategy & Planning, SharkNinja; Ashley Santiago, Media Coordinator, Global Commercial Analytics, SharkNinja; Kaitlyn Hebert, Senior Director of Marketing, Ninja, SharkNinja; Brian Elliott, SVP Managing Director, Partner Programs, UM; Stephanie Insdorf, SVP, Cient Business Partner, UM; Lauren Dezenski, VP, Partner, Strategy, UM; Alexis Damino, VP, Partner, Portfolio Management, UM; Niki Lawrence, Group Partner, Research, UM; Alison Kirsche, Partner, Integrated Investment, UM; Suraj Gandhi, SVP, Group Director, Addressable Content, UM; Melvin Stern, VP, Group Director, Addressable Content, UM; Darren Himebrook, VP, Executive Producer, Addressable Content, UM; Jacklyn Apostolik, Associate Creative Director, UM; Alfred Marks, Associate Creative Director, Addressable Content, UM; Brian Riemer, VP, Group Creative Director, UM; Alex Treiber, Associate Producer, Production, UM; Troy Starwalt, Associate Director, Addressable Technologies, UM; Caitlin Falletich, Senior Associate, Portfolio Management, UM; Amy Reinhart, Senior Associate, Portfolio Management, UM; Take on Race by Carat for P&G
P&G's Take On Race series delivered compelling messages to foster a greater awareness of racism and help Americans find solutions and work toward equality. A one-day takeover campaign timed to air on Juneteenth aired across 31 local markets. A national TV plan featuring contextually relevant programming drove additional exposure for the messaging and a digital campaign included a YouTube takeover. The one-day local campaign saw ~25% national reach against the broad A18+ target and amplified the hopeful message.
Affiliated Agency: P&G, Carat, Grey, Saturday Morning, BBDO
Credits: EVP Managing Director, Adil Zaim, Carat VP Group Director, Robert D’Alto, Carat SVP, US Media Investment, Tom Maiorano, Carat SVP Group Director, Local Activation, Martha Matthews VP Director, Traffic, Corrina Miller, Carat Supervisor, Local Media Activation, Katie Calvert, Carat Eric Austin, Senior Director, Global Brand Building & Media Innovation, P&G Charlotte LaNiear, Sr. Brand Manager NA TV Media Operations, P&G Don VanFossen, Associate Director, NA Media, P&G Crystal Harrell, Associate Director Global D&I Communications; P&G; The King of the 2020 VMAs by Velocity at ViacomCBS for Burger King
Burger King partnered with VMA for a branded content campaign by MTV starring rapper Lil Yachty that infused creative with technology, featuring an augmented reality experience, exclusive rewards, and pop art-inspired QR codes, sweepstakes and content across social. Social media saw 58M impressions, with 3.5M engagements and 19M video views. There were 160k sweepstakes entries and 166k engagements in the AR experience, as well as a 96% purchase-consideration lift and an 89% lift in brand opinion.
Credits: Velocity ViacomCBS • Matt Newcomb , SVP Integrated Marketing • Beth Trentacoste, SVP Head of Creative • Meg Sudlik, VP Creative Production • Dayo Harewood, VP Creative Director • Erin Liabo, Sr. Director Integrated Marketing • Eddie Gutierrez, Sr. Director Integrated Marketing • Jeff Woodton, Sr. Director Production • Melinda Haggerty, Sr. Manager Integrated Marketing • Dana Seiberg, Coordinator Integrated Marketing • Holly Carlton, Project Manager Prod Company: WhatWrks • Director: Eternal Polk • Executive Producers: Martin Ekechukwu & Jil Hardin AR Company: Coffee Labs • Al Silvestri, Partner/Chief Creative Officer • Troy Fingold, Partner/SVP • Christina Biondi, Senior Marketing Manager • Venus Ferrer, Senior Project Manager Additional credits: • Line Producer: Kathy Palmer • PM: Justin Gauser • DP: Christopher Probst • Prod Designer: Brett Hess • Art Director: Katy Baldwin • Editor: Chris Etheredge • VFX: Ingenuity Studios

2020 Finalists

Creative Media Awards