MediaPost - Creative Media Awards

Creative Media Awards

Branded Entertainment: Brand/Product Placement: Black Adventure Business Guide: Nissan Pathfinder by iOne Digital for Nissan
This entry connects Black business owners -- who are important role models in their communities -- with Nissan. “Made for Adventure,” a three-part series of short videos that “celebrates African-Americans on the path less traveled,” profiles a surfer, biker and horseback rider, all of whom transport their gear back and forth in Nissan vehicles. The protagonists have all started successful businesses based on those passions. Videos for the female subjects (surfer, rider) debuted on Urban One’s MadameNoire, the male biker on its NewsOne site.
Affiliated Agency: Fluent360
Credits: Vivian Bernett: Senior Manager Integrated Marketing - One Solution; So Yummy & Michelob ULTRA, #ULTRAsummer by First Media for Michelob ULTRA
A four-part organic video series on First Media’s So Yummy social media channels (Facebook, Instagram, YouTube, Twitter, Pinterest) presented recipes “inspired” by famous athletes, with Anheuser-Busch’s Michelob Ultra popping up along the way as either an ingredient or a pairing, and with some dish names tied to the athlete’s sport (e.g., “three-pint beer cake truffles” and “grilled pineapple hoops” from basketball star Jimmy Butler). Paid ads then encouraged viewers to shop for the ingredients through an API connected to Instacart.
Affiliated Agency: NA
Credits: NA; Comforts of Home by Mediahub for Client: TracFone Wireless, Inc. / Advertiser/Brand: Straight Talk Wireless
Targeting Hispanic/Latinx “sociable budgeters” (sensible, cautious, price-conscious), Vox’s publishing network ran a three-part series of short video profiles, with subjects discussing and demonstrating domestic passions while incidentally chatting with friends/family via Verizon/Tracfone’s Straight Talk Wireless. Videos on cooking, DIY and gardening emanated respectively from “Eater,” “Curbed” and “Vox,” while also running on other Vox sites, Facebook and YouTube. Results: over 23 million sociable budgeters reached; 1.2 million views; 50,000 website visits; 12.2% increase in brand familiarity; and 5% rise in awareness.
Credits: • Dan Thomann, VP, Media Director, Mediahub • Emma Bianco, Associate Media Director, Mediahub • Alena Zappa, Media Supervisor, Mediahub • Sam Rossignol, Senior Media Planner, Mediahub • Lindsay Darrow, Media Planner, Mediahub • Amanda Leahy, VP, Director of Communications Planning, Mediahub • Nicole Donnellan, Senior Communications Planner, Mediahub • Justin Lauture, Assistant Communications Planner, Mediahub • Michelle Daidone, SVP, Group Media Director, Mediahub

Branded Entertainment: Contests/Events/Experiential: #WingIt2WinIt LikeMeat Scavenger Hunt by Horizon Media’s Blue Hour Studios for LikeMeat
Like Wings, a plant-based chicken product, designed the first TikTok scavenger hunt to promote itself. Five influencers revealed clues to a hidden message, with a chance to win tickets to Super Bowl 2022. The hunt engaged app users, while getting people to try a new food. The strategy scored! The campaign earned nearly 24 million views and reached over 21 million TikTokers in five days. LikeWings became a top 10 product in the frozen plant-based category during the month surrounding the Super Bowl.
Affiliated Agency: Lauren Sears, Vice President, Account Services, The Marketing Arm (TMA)
Credits: Taylor Michelle Gerard, Head of Content and Influencer Marketing, Blue Hours Studio Alexandria Lo Grasso, Creative Director, Blue Hour Studios Justin Rivera, Director Business Solutions, Blue Hour Studios Michele Esguerra, Director Influencer Marketing, Blue Hour Studios Bryan Petcoff, Senior Producer Lucy Hendra, Senior Art Director, Blue Hour Studios Gabriella Were, Senior Strategist Influencer Marketing, Blue Hour Studios; Sunkist Sauces Summer Sweeps by ColinKurtis Advertising for Sunkist Sauces & Dressing
Think Sunkist, think oranges. ColinKurtis found fun ways to enlarge the brand’s identity, cross-promoting Sunkist Sauces & Dressings. A sweepstakes underscored the culinary delights — sassy flavors, like spicy mango habanero — with summertime prizes that compliment the product, such as a picnic backpack set and ultra-light coolers. Clean, colorful graphics highlight the offerings. The campaign included an updated website, social media, Google Ads, trade and consumer PR and sweepstakes. The result? 13.5 million total impressions from PR, digital and social. That’s a recipe for success.
Credits: Matt Hensler, Vice President of Digital Integration, ColinKurtis Advertising Leslie Daughtry, Director of Web Production, ColinKurtis Advertising Brian MacLaren, Creative Director, ColinKurtis Advertising Kathleen Slabaugh, Art Director, ColinKurtis Advertising Kianna Lynch, Social + Digital Media Coordinator, ColinKurtis Advertising Eric Kron, Social + Digital Media Coordinator, ColinKurtis Advertising Valette Piper-Bledsoe, Vice President of Client Services, ColinKurtis Advertising Kristen Mattingly, Account Director, ColinKurtis Advertising Ashley Carrasquillo, Account Manager, ColinKurtis Advertising Wendy Palomino, Project Manager, ColinKurtis Advertising Debra Tucker, Vice President of Creative Services, ColinKurtis Advertising Lydia Kozlowski, Copywriter & Content Marketer, ColinKurtis Advertising; TRUFF Best - Chicago by TRUFF Internal Marketing Team for TRUFF
Pizza is serious business in Chicago. That’s why TRUFF’s month-long hot sauces out-of-home campaign asked: Who has the best pizza in the city? To kick-start the answer, it launched billboards, digital panels and 300+ wild postings in various neighborhoods. Call it a 21st-century food fight, with locals casting their votes and voicing strong opinions on social media. Earned media upped participation, as did a 597% uptick on Instagram. Add pizza videos from local celebs and athletes and TRUFF sales soared statewide.
Affiliated Agency: Quan: Digital and Static billboard placements, OOH LA LA: Wild postings
Credits: Nick Guillen, Co-Founder and Co-CEO, TRUFF Nick Ajluni, Co-Founder and Co-CEO, TRUFF Michelle Gabe, Director of Marketing, TRUFF Maura Gownley, Marketing Manager, TRUFF Gissele Alzate, Social Media Manager, TRUFF Cassie Olsen, Influencer Manager, TRUFF

Influencer Marketing: Zeus & Hera by Goodby Silverstein & Partners for BMW
Mythology met modern technology in the launch of BMW's new electric iX and i4 models. The campaign featured Arnold Schwarzenegger as Zeus in retirement, rediscovering his powers in the BMW ix. Teasers and posters fueled rumors around a mystery project revealed to be a Super Bowl ad. The campaign generated 230 million impressions for a single image, over 4.5 billion earned-media impressions, 13 million organic YouTube views, 46,000 site clicks from search on Super Bowl Sunday, 712,000 campaign page visits and 44,000 new followers.
Affiliated Agency: Hungry Man (Production); N06 (Editorial); Company 3 (Telecline); The Mill (VFX/Finishing); Q Department (Sound Design); Squeak E Clean (Music); Sonic Union (Mix);
Credits: BMW President and CEO, BMW of North America: Sebastian Mackensen Senior VP Customer & Brand BMW: Jens Thiemer VP, Marketing: Uwe Dreher VP Brand Communication & Brand Experience: Stefan Ponikva VP, Corporate Communications: Adam Sykes Head of Brand Strategy & Communications: Albi Pagenstert Head of Content, Digital, & Editorial Marketing: Susanne Giuliani Head of Content Creation & Production: Max Bauer Media & Communications Manager: Lisa Judge Corporate Communications Spokesperson: Phil Dilanni Senior National Marketing Specialist: Lauren Martens Content Lead, Content Creation & Production: Steffi Armbruster National Media Specialist: Zach Ambrosino Social Media Specialist: Jaime Pritchard Lifestyle, Brand and Internal Communications Specialist: Matthew Spadaro Goodby Silverstein & Partners Partner: Rich Silverstein Chief Creative Officer: Margaret Johnson Executive Creative Directors: Matt Edwards and Wes Phelan Associate Creative Directors: Carlos Rangel and Kevin Leung Copywriter: Sam Dworkin Art Director: Michael Rodriguez Junior Art Director: Emilio Diaz Head of Production: Leila Gage Executive Broadcast Producer: Matt Flaker Senior Broadcast Producer: Kateri McLucas Broadcast Producer: Dan Chang Director of Graphic Services: Jim King Photography: Quinn Gravier Sr. Print Producer: Noah Dasho Graphics Producer: Kristin van Praag Executive Interactive Producer: Tena Goy Senior Interactive Producer: Severin Sauliere Director of Production Arts: Will Hung Production Artist: Joanna Pham and Maria Leung Managing Partner: Leslie Barrett Group Account Director: Jenna Duboe Account Director: Crystal Chan and Alissa Sheely Account Manager: Rebecca Bell and Ali Bentin Integration Manager: Olivia Mullen Partner, Head of Brand Strategy: Group Brand Strategy Director: Stephanie Phillips Brand Strategy Director: Kevin DeStefan Junior Brand Strategist: Lyniece Hill Partner, Head of Communication Strategy: Christine Chen Group Communication Strategy Director: Dong Kim Senior Communication Strategist: Matt Hudgins Junior Communication Strategist: Josh German Deputy Director of Research Strategy: Jane Warren Junior Research Strategist: Whitney Thomas Director of PR: Meredith Vellines Director of Business Affairs: Judy Ybarra Senior Business Affairs Manager: Heidi Killeen Broadcast Traffic Director: Ruchele Eisenman Senior Broadcast Traffic Manager: Edgar Ornelas Production Company: Hungry Man Director: Bryan Buckley Director of Photography: Scott Henriksen Producer: Matt Lefebvre Managing Partner: Mino Jarjoura Executive Producer/Dir of Sales: Dan Duffy Production Designer: David Skinner First AD: Craig Owens Editorial Company: NO6 Editor: Jason MacDonald Senior Assistant Editor: Max Redinger Assistant Editor: Riley Donigan Executive Producer: Corina Dennison Head of Production: Laura Molinaro Telecine: Company 3 Colorist: Tom Poole Color Producer: Alexandra Lubrano VFX/Finishing: The Mill Executive Producer: Hillary Thomas Senior VFX Producer: Derek Tekus Creative Director: John Leonti 2D Leads: Benoit Mannequin, Alexander Candlish 3D Leads: Jessica Groom, Robert Chapman Animation Lead: Jacob Bergman VFX Coordinator: Charlotte Preuss, Chloe Gauthier Sound Design: Q Department Music: Squeak E Clean Creative Director: Justin Hori Palm Springs Music: “Theme from Eternal Sunshine of the Spotless Mind” Driving Music: “Electric Avenue” by Eddy Grant Music Consultant: David Fisher Mix: Sonic Union Sound Designer/Mix Engineer: Steve Rosen Assistant Mixer: Joey Glick Studio Director: Justine Cortale Still Imagery Retouching: Ankur Patar CGI: Fury Imaging Retouching: Sam Nordemann; Just Plane Wrong by 1st Degree for Paralyzed Veterans of America (PVA)
For disabled veterans and anyone with a disability, air travel is fraught with dangers and complications. Paralyzed Veterans of America worked with social media influencers to develop a campaign, driving awareness and gathering petition signatures to advocate for change. The campaign drove conversion of nearly 50% of 8,057 link clicks and reach of 2.5M+ unique individuals, while 2.6M+ users viewed the content for 3 seconds or more. The influencer campaign exceeded the engagement benchmark by 81% with 168.3k+ total engagements and overall audience reach by 39%.
Affiliated Agency: 1st Degree is a full-service Marketing, Communications & Media agency that provides a service for influencer marketing campaigns called GIVEfluential to non-profits seeking growth in brand awareness, lead generation and customer acquisition.
Credits: Misti Dragano, Senior Vice President of Media Relations, 1st Degree Amber Aragon, Manager of Influencer Marketing, 1st Degree Kaleb McAfee, Influencer Marketing Strategist, 1st Degree Elizabeth Deakin, Director of Communications, PVA Oname Thompson, Deputy Director of Communications, PVA Annie Hamburgen, Senior Digital Marketing Manager, PVA Vance Padmore, Engagement Marketing Manager, PVA Jennifer Hill, Digital Content Specialist, Social Media, PVA Victoria Deck, PVA; Always On Content by The Shipyard for San Diego Tourism Authority
Capturing San Diego's upbeat vibe and attractions, the San Diego Tourism Authority worked with The Shipyard and diverse influencers -- representing BIPOC and LGBTQ+ communities and people with disabilities -- to showcase the city's energy, diversity and inclusivity. Content by creators with strong appeal in key markets was featured on Instagram and TikTok with paid promotion targeting San Diego Tourism's core audience. The campaign generated 8M organic and paid impressions from over 170 unique pieces of content. Comments revealed a heightened appreciation and consideration for the city.
Affiliated Agency: Travel Mindset: Influencer Marketing Strategy, Matchmaking and Management; Collectively, Inc.: Influencer Marketing Strategy, Matchmaking and Management
Credits: Casey Soulies, Vice President of Digital Media, The Shipyard Christine Neville, Group Account Director, The Shipyard Haley Gibert, Senior Account Supervisor, The Shipyard Emily Bonsignore, Media Supervisor, The Shipyard Karle’e Gleghorn, Account Manager, The Shipyard Isabella Reichert, Media Coordinator, The Shipyard Kerri Kapich, Chief Operating Officer, San Diego Tourism Authority Kayla Yap, Director of Brand Management, San Diego Tourism Authority John-Michael Cooper, Brand Marketing Coordinator, San Diego Tourism Authority Brian Schachter, Partnerships Influencer Marketing, Travel Mindset Kirsten Chalfant, Director of Client Services, Travel Mindset Jade Broadus, Vice President & Creative Director, Travel Mindset Alex Perez, Producer, Collectively, Inc. Amanda Evans, Account Manager, Collectively, Inc. Yvanna Rivera, Associate Director, Collectively, Inc. Olivia Harband, Associate Analyst, Collectively, Inc. Katy Kondo, Associate Director of Analytics, Collectively, Inc.

Branded Entertainment: Original Film/Video: Break Free TV by Goodby Silverstein & Partners for Capri Sun
To provide a moment of fun in kids’ overscheduled lives – and advance brand awareness -- Capri Sun created mini entertainment moments, “Break Free TV,” for YouTube (which 80% of kids watch several times a week, according to parents). The five short animated episodes star the likes of a rapping bee (“That’s so fly“ responds an animated fly, adorably), with Capri Sun woven throughout. “Break Free TV” had a video-completion rate 60% higher than the top kid-media company’s advertising VCR benchmark.
Affiliated Agency: BlinkInk (Animation Production); Major Tom (Mix, Sound Design and Music); Starcom (Media Agency)
Credits: Client: Capri Sun VP of North America Marketing & Head of The Kitchen: Jessica Vultaggio VP of North America, Brand Communications: Nina Patel Associate Director, Brand Communications: Samantha Mills Brand Manager, Brand Communications: Erin Fitzgerald Manager, U.S. PR & Media Relations, Kate Kitchell Creative: Goodby Silverstein & Partners Co-Chairman: Jeff Goodby Chief Creative Officer: Margaret Johnson Creative Director: Tony O’Neill Creative Director: Rony Castor Art Director: Thomas Gledhill Copywriter: Lennie Galloway Director of Production: Jim Haight Producer: Jill Silberstein Managing Partner: Brian McPherson Group Account Director: Becca Morris Account Director: Callen Gustafson Account Manager: Carmen Guan Assistant Account Manager: Adrianne Medina Partner, Head of Brand Strategy: Bonnie Wan Partner, Head of Communication Strategy: Christine Chen Deputy Director of Brand Strategy: Kelly Evans-Pfeifer Communication Strategy Director: Drew Forrest Brand Strategist: Kelly Kikuchi Director of Business Affairs: Judy Ybarra Business Affairs Manager: Yelena Kompaneyets Broadcast Traffic Director: Ruchele Eisenman Broadcast Traffic Manager: Rowena Cuejilo Finance Operations Manager: Sean Hay Client Accountant: Alan Chunlun Su Company name: BlinkInk Director: James Papper Producer: Jack Bristow Executive Producer: Joe Byrne Mix, Sound Design and Music Music: Major Tom Sound Design: Major Tom Sound Designer: Jacob Wheeler Media Agency: Starcom Chris Harder: EVP Director Britta Petersen: SVP Director Michael Epstein; Global & US CEO Director: Alyssa Kelly Associate Director: Maddie Franke Supervisor: Jennie Hubbard Senior Associate: Diana DeLeon; Lesbian Bar Project by Roku Brand Studio x Mast-Jägermeister US for Client: Lesbian Bar Project (Creators/Directors: Erica Rose and Elina Street) Brands/Advertisers: Roku Brand Studio and Mast-Jägermeister US
A three-episode docuseries, sponsored by Mast-Jägermeister US and running on the Roku Channel, brings awareness to The Lesbian Bar Project – which celebrates this kind of bar, now an endangered species (fewer than 25 versus 200 in the 1980s). The docs, spotlighting the heartfelt, lively stories behind bars in Houston, Phoenix, and Chicago, are awesome. Celebrity host and executive producer is Lea DeLaria from “Orange is the New Black.” Jägermeister- US coordinated media interviews around the three cities to celebrate premiere.
Affiliated Agency: Big Village
Credits: Directors: Name: Erica Rose Title: Co-creator and Co-director Company: The Lesbian Bar Project Name: Elina Street Title: Co-creator and Co-director Company: The Lesbian Bar Project Executive Producers: Name: Lea DeLaria                                           Title: Executive Producer Company: N/A Name: Jeremy Katz Title: Executive Producer Company: The Katz Company Name: Brian Toombs Title: Director, Head of Content, Roku Brand Studio Company: Roku Brand Studio, Roku Name: Keishla Rivera-Estrada                 Title: Manager, Brand Content Company: Roku, Inc. Name: Charles Forsgren Title: Manager, Production Company: Roku, Inc.; Cooper's Bar by AMC Networks Content Room for Bacardi
“Cooper’s Bar,” a fun, “Cheers’-like video series about a bunch of out-of-work actors hanging around a tiki bar, integrated Bacardi at a variety of touch points throughout the season, most of them seeming quite natural – from mention of an influencer’s business-boosting house cocktail to a meta, tongue-in-cheek episode about creating content for Bacardi. The show aired on a variety of outlets, including AMCN Digital, YouTube, FAST/AVOD. Brand results: 10.5 million+ impressions, 3.8 million video views, and 3.1 million fan engagements.
Credits: AMC Networks Content Room Executive Producers Ilene Danuff - Executive Producer Kevin Dreyfuss - Executive Producer Tyra Hanshaw - Executive Producer Kevin Howard - Executive Producer Celia Quinnette - Executive Producer Angelika Zbikowski – Executive Producer OMD Alexandra Cudia, Manager Meg Fallon, Director Tony Frabotta, Client Investment Lead Bacardi Christina Mandich, Brand Manager, Bacardi Rums Paul McDonnell, Brand Director, Bacardi Rums Lisa Pfenning, Vice President Americas, Bacardi Rums Andrew Roden, Senior Director, Media & Sponsorships, Bacardi David Conolly - Writer Hannah Davis - Writer Nick Morton – Writer Hannah Davis - Director David Conolly - Creator Hannah Davis - Creator Nick Morton - Creator Louis Mustillo - Creator Rhea Seehorn - Creator David Conolly - Executive Producer Hannah Davis - Executive Producer Alfredo de Villa - Executive Producer Nick Morton - Executive Producer Louis Mustillo - Executive Producer Rhea Seehorn - Executive Producer Evan Shapiro - Executive Producer Elephant Kind - Cooper's Bar Theme Music" Oh Well" Dwjuan Fox - Co-Producer/UPM Anna Ramey Borden - Co-Producer/ 1st AD Kimo Proudfoot - Director of Photography Gill Gayle - Production Designer Dan Perdomo - Editor Yolanda Price - Makeup Department Head Andrea Steele - Key Makeup Artist Marie Schley - Costume Designer Danielle Ravéh - Co-Costume Designer Madison Briede - Costumer Claudio Rocha - B Camera Operator Ashton Rae - 1st AC – A Cams Dylan Pfaffenberger -1st AC – B Cam Delos Moore - 2nd AC James Salini - Sound Mixer Shaun Yee - Boom Operator Naomi Prentice - Property Master Max Jenkins - Set Decorator Ryan Shrime - Line Producer Lanie Albin - Production Coordinator Chris Boulos - Gaffer Samuel Kim - Best Boy Electric Chris Wehba - Key Grip Brandon Doo - Best Boy Grip Ashley Gressen - 2nd AD Elizabeth Linell - Script Supervisor Roger Nygard - Editorial Consultant Tim Donahue - Post Production Supervisor Sean Oakley - Sound Mixer Alheli Lopez - Assistant Editor Mike Carlson - Playback Operator Tim Donahue - DIT/Colorist Glenn Teel - Visual Effects Drew Emery - Visual Effects Eric Gorman - Music Editor Drew Manese - Graphic Design Richard Gardner - Graphic Design Paul Bukoskey - Producer's Assistant Grace Kasemeier - Writer's Assistant Bob Boote - Craft Service Jesse Walburn - Production Assistant Linden DeGurian ¬- Production Assistant JP Riley - Production Assistant Katherine Palmer - Production Assistant Sims Robair - Health and Safety Coordinator C. Stephanie King - Covid Compliance Officer Edward Ellison - Covid Testing Coordinator Sarge (Robert) Hepburn - Set Medic Mike Tang - Stills Photographer Jessica Perez - Stills Photographer

Business Media: CLA (CliftonLarsonAllen LLP) Brand Campaign 2022 by The Shipyard for CLA (CliftonLarsonAllen LLP)
CliftonLarsonAllen LLP (CLA), a professional services firm, launched a three-phase rebranding campaign utilizing digital media. The effort included programmatic display ads and a video showing a riderless bicycle, featuring the line, “It takes balance.” The firm hoped to educate visitors about the CLA brand while driving leads. Lead generation was fostered with an interactive survey on the landing page. The campaign, which included print, generated 458 qualified leads via various channels by the end of November 2022. And, it will deliver 30% in added value.
Credits: Rick Milenthal – CEO, The Shipyard Dave Sonderman – Chief Creative Officer, The Shipyard Ryan Conover – Executive Creative Director, The Shipyard Tony Sharpe – Creative Director, The Shipyard Eric Davis – Associate Creative Director, The Shipyard Amanda Mazzola – Senior Designer, The Shipyard Ginger Biss – Senior Copywriter, The Shipyard Elizabeth Kim – Production Designer, The Shipyard Val Vento-Johnson – Director of Account Strategy, The Shipyard Ahnie Mosle – Director of Research and Insights, The Shipyard Ross Capers – EVP Media Services, The Shipyard Lauren Golda – Media Planner, The Shipyard Nate Blum – Media Coordinator, The Shipyard Rachel Rutledge – Advertising Operations Specialist, The Shipyard Emily Bonsignore – Media Supervisor, The Shipyard Harrison Bassani – Programmatic Director, The Shipyard Ellie Ward – Programmatic Coordinator, The Shipyard Jelani Gibson – Associate Strategist, The Shipyard Lauren Banks – VP Group Account Director, The Shipyard Dave Ronk – Account Director, The Shipyard Andrew Hulse – Senior Account Manager, The Shipyard Amanda Ziraldo – Associate Director, Project Management, The Shipyard Liz Ross – VP, Production Services, The Shipyard Jackie Robles – Senior Producer, The Shipyard Kyle Vicioso – Senior Digital Producer, The Shipyard Brittany Bartle – Production Coordinator, The Shipyard Blake Williams – Director of Data Strategy, The Shipyard Ivie Hopkins – Junior Data Coordinator, The Shipyard Jeffrey Johnson – Senior Data Developer, The Shipyard; Qinlock Numedis PeerPlay by Klick Health for Deciphera/Qinlock
Oncologists were the target audience of this campaign for Deciphera’s Qinlock. But finding those who treat patients with GIST, a rare disease, presented a “needle in a haystack” challenge. The effort drove education and interactivity that allowed oncologists to test their knowledge via a program called PeerPlay by NuMedis, and included a follow-up email newsletter. The questions were designed to reinforce knowledge of Qinlock. The campaign delivered 1,300 unique oncologists, with key targets averaging more than three engagements apiece, for more than 3 1/2 minutes.
Affiliated Agency: N/A
Credits: Sonya Svaty, SVP, Media Strategy& Planning, Klick Health Camille Proulx, Media Planning Specialist, Klick Health; Nexstar Digital: We Deliver What Matters Most by Nexstar Digital for Nexstar Digital
Nexstar Digital launched this campaign to increase awareness, consideration and purchase intent. It did this with a positioning strategy that emphasized ““We Deliver What Matters Most.” It included a video and B2B trade ads designed to build upper funnel awareness. It also featured public relations, content marketing and social media to increase mid-funnel consideration and intent. Nexstar Digital worked with worked with Cynopsis to measure success. The results were that awareness shot up 168%, consideration by 38% and purchase intent by 50%, exceeding all KPIs.
Affiliated Agency: QuickFrame, video production
Credits: Kelly McGuigan, Director of Product Marketing, Nexstar Digital Dennis Cook, Senior Vice President of Sales Marketing, Nexstar Digital Matthew Rydell, Senior Graphic Designer, Nexstar Digital

Content Marketing: The Next Evolution of Healthcare Private Equity by McDermott Will & Emery for McDermott Will & Emery
McDermott Will & Emery sought to solidify its position as a premier law firm focused on healthcare private equity. The solution was a comprehensive downloadable report titled “The Next Evolution of Healthcare Private Equity.” The priority was lead generation. This new content generated dozens of client meeting requests and brought in hundreds of new contacts, far exceeding its goals. In addition, the report was downloaded thousands of times and drove hundreds of media placements, including interviews in such publications the Wall Street Journal and Bloomberg.
Affiliated Agency: Wall Street Journal Intelligence fielded a custom study that helped form the foundation of the report content
Credits: Matt Schiffman, Associate Director of Marketing, McDermott Will & Emery; NTC “Illustrates” an Industry Need - The Armstrong Project by Native Tongue Communications for Peanuts Worldwide
Peanuts Worldwide seeking to address the challenge that only 2% of all animators are Black, launched “The Armstrong Project,” named in honor of Charles Schultz’ character Franklin Armstrong. The program establishes $200,000 in endowments at HBCUs Howard and Hampton University. It includes a video in which artist Rob Armstrong encourages students at historically Black colleges to pursue careers in animation and art The campaign drove a 10%+ increase in student animation majors at both schools, and nearly $100,000 in incremental donation offers to TAP endowment.
Affiliated Agency: Alison Hill, Founder, Alison Hill PR
Credits: Marissa Nance, Founder & CEO Native Tongue Communications Melissa Menta, CMO Peanuts Worldwide; Comforts of Home by Mediahub for Client: TracFone Wireless, Inc. / Advertiser/Brand: Straight Talk Wireless
Peanuts Worldwide seeking to address the challenge that only 2% of all animators are Black, launched “The Armstrong Project,” named in honor of Charles Schultz’ character Franklin Armstrong. The program establishes $200,000 in endowments at HBCUs Howard and Hampton University. It includes a video in which artist Rob Armstrong encourages students at historically Black colleges to pursue careers in animation and art The campaign drove a 10%+ increase in student animation majors at both schools, and nearly $100,000 in incremental donation offers to TAP endowment.
Credits: • Dan Thomann, VP, Media Director, Mediahub • Emma Bianco, Associate Media Director, Mediahub • Alena Zappa, Media Supervisor, Mediahub • Sam Rossignol, Senior Media Planner, Mediahub • Lindsay Darrow, Media Planner, Mediahub • Amanda Leahy, VP, Director of Communications Planning, Mediahub • Nicole Donnellan, Senior Communications Planner, Mediahub • Justin Lauture, Assistant Communications Planner, Mediahub • Michelle Daidone, SVP, Group Media Director, Mediahub

Native Marketing: Saban Smile by Dagger for Aflac
Aflac partners with Dagger to get Nick Saban, head coach of The University of Alabama’s football team, to smile. Saban is known for his serious, reserved and sometimes agitated style. He rarely smiles, but the TikTok campaign gave fans a chance to make him smile. For three days, families, Gen z’s, Millennials and Boomers vied for the chance. The campaign delivered more than 4.4 million impressions, with about 1.9 million in effective reach and over 486,000 video views.
Credits: Jake Brannon, Senior Strategist, Dagger Abby Hill, Strategy Director, Dagger Clarke Flowers, Media Strategist, Dagger Phil Lewicki, Media Supervisor, Dagger Melanie Malone, Associate Creative Director, Dagger Carmelle Kendall, Associate Creative Director, Dagger Cory DiMino, Video Editor & Motion Graphics Artist, Dagger Brandon Hampton, VP, Creative Director, Dagger Sam Fuller, Senior Copywriter, Dagger; Zoetis x Washington Post “Living Longer & Better, Together” by Colle McVoy for Zoetis Equine
Zoetis Equine, which provides healthcare and wellness for horses, had low brand awareness , so it called on the agency Colle McVoy to strengthen its brand position, making it a leader by 2025. Zoetis Equine with The Washington Post created stories demonstrating the big hearts and expert minds in horse care. The stories included partnerships with PATH International, Horses & Humans Research Foundation and the ASPCA. The partnership launched with a homepage takeover on World Horse Day, delivering more than 78% impressions than expected, while the custom content exceeded partner time-on-page benchmarks by 56%.
Affiliated Agency: The Washington Post Creative Group, Publisher Partner
Credits: Steve Knapp, Managing Director, Media & Data Science, Colle McVoy Kim Dunn, SVP, Media & Data Science, Colle McVoy Josh Pribyl, Associate Media Director, Colle McVoy Rebecca Engelking, Media Planner, Colle McVoy Kelsey Gunderson, Account Director, Colle McVoy Hannah Skallman, Senior Account Executive, Colle McVoy Kerry O’Leary, Account Supervisor, Colle McVoy Jen Grant, Head of Marketing, U.S Equine, Zoetis Jessica Normand, Senior Marketing Manager, Equine Pharmaceuticals & Brand, Zoetis The Washington Post, Washington Post Creative Group; Bottomless Brunch at Colman's by AMC Networks Content Room for Diageo
Diageo and AMC Networks Content Room collaborated with Fear The Walking Dead star--and secret bartender--Colman Domingo to create one of the most engaging campaigns that brought together fans for the fourth and final season of the Bottomless Brunch at Colman’s. Bottomless because pants are optional. It began as a social content campaign that brought people together early in the pandemic, but evolved into a content series that kept expanding--seeped in style, fun and humor. The segments celebrated life, garnering 54 million impressions, 4 million video views, and more than 1 million engagements.
Credits: AMC Networks Colman Domingo, Executive Producer Kim Granito, EVP, Content Room & Integrated Marketing Brianna O’Connor, Director, Integrated Marketing Mike DiGiacomo, SVP, Content Room & Integrated Marketing Amanda Barroca, Manager, Integrated Marketing John Piccirillo, VP, Marketing Operations Katherine Dore, VP, Creative Branded Content Kevin Dreyfuss, VP, Digital Content Angelika Zbikowski, Producer, Digital Kevin Dando, Sr. Director, Social Media & Digital Audience Strategy Elan Saratovsky, Manager, Social Marketing Elizabeth Deichl, Sr. Writer/Producer Kevin Howard, Executive Producer Elvin Legros, Writer/Producer Heather Abrams, Project Manager Isabelle Fisher, Project Coordinator, Content Room Celia Quinnette, Senior Producer, Digital Content Studio Diageo North America Lindsay Wallner, Director, Culture & Partnerships Jenna Rubertone, Manager, Paid Social NBTV Kimberly Weinstein, Executive Producer Nick Buzzell, Executive Producer Kyle Lavore, Senior Producer Gil Cunha, Senior Producer Raúl Domingo, Producer Rabia Sultana, Producer Christian Dante, Writer Justin Ivan Hong, Cinematographer and Colorist Rachel Swetnam, Production Designer Jacqui Carriere, Assistant Camera Derek Robinson, Gaffer Nestor Valenzuela, Grip Sara Faltersack, Art Assistant Aries Jones, Art Assistant Stefania Koszti, Hair and Makeup TJ Maple, Remote Camera Kaitie Vera, Remote Camera Nathan Chang, Remote Camera Steven Bailey, Remote Camera Brandon Harris, Remote Camera Sofia Gonzalez, Production Assistant Justin Connelly, Post Production Producer Vincent Welch, Editor Ben LeHouillier, Sound Mixer Phillip “DL” Bowles, Music

Data: Nexstar Digital's Campaign for The Convention and Visitors Bureau of Jefferson, Texas by Nexstar Digital for The Convention and Visitors Bureau of Jefferson, Texas
Jefferson, Texas, a small town east of Dallas, sought to drive website traffic and hotel occupancy tax. The solution was a locally targeted, cross-screen campaign for the CVB of Jefferson, Texas across OTT, search, digital display, and native ads on Nexstar Digital’s websites and apps. The results: Powered by Nexstar’s Stellar, which connects brands with their ideal audiences by orchestrating spend for higher conversions, the campaign increased website traffic by over 80% year-over-year. In addition, the CVB’s hotel occupancy tax revenue jumped by 57% year-over-year.
Credits: · Taylor Lindholm, Director of Sales, Nexstar Digital · Tiffany Ihle, VP of Consumer Insights, Nexstar Digital · Dean Faustman, Director of Product Marketing, Nexstar Digital · Matthew Rydell, Senior Graphic Designer, Nexstar Digital; World's Best Cat Litter for the World's Best Cat by TRG for World’s Best Cat Litter
The World’s Best Cat Litter was not the world’s most well-known cat litter. The premium brand jumped when its largest competitor experienced packaging difficulties. It delivered 61,000 hours of ad view on YouTube. These generated a 16% brand lift, 93% VCR 24 million view on Tik Tok and a video ThruPlay rate of 63% on Meta. All this led to an increase of more than 17 million pounds of litter sold YoY, a 3.8% increase in unit sales and a 12.5% hike in dollar sales.
Credits: Brian Wheelis, Group Media Director, TRG Rahul Sankuratri, Media Strategist, TRG LaDonna Miller, Programmatic Associate Director, TRG Jessica Walker, Principal, TRG Carson Nunnally, Brand Director, TRG Olivia Yaeger, YouTube Associate Director, TRG Scott Luther, Head of Digital Strategy, TRG Alex Nightingale, Brand Strategy Director, TRG; "1800 Tequila" multi-market brand campaign by Talon, Havas Media Group, Proximo Spirits for Proximo Spirits
Proximo’s 1800 Tequila was the subject of this data-driven OOH campaign. The effort ran in several cities: Los Angeles, Houston, Chicago, New Jersey, San Francisco, Atlanta, Las Vegas, Dallas, and Miami, and featured Digital & Static Bulletins, Digital & Static Walls, Digital Shelters, and Digital Kiosks. The campaign, designed to reach tequila drinkers, drove a 39% increase in awareness among adults exposed to the OOH campaign, the strongest result being a 106% hike in the LA market. Also, LA delivered a 16% rise in consideration.
Affiliated Agency: Havas Media Group, Media Agency
Credits: Talon Enza Chiodi, SVP Client Strategy enza.chiodi@talonoutdoor.com Jackie Roberts, Director, Client Services jacqlyn.roberts@talonoutdoor.com Barbara Cevallos, Group Director, Client Strategy Barbara.cevallos@talonoutdoor.com Danielle Rind, VP Digital Solutions, Danielle.rind@talonoutdoor.com Stephanie Milicia, Director, Digital Solutions, Stephanie.milicia@talonoutdoor.com Havas Media Group Steve Fagioli, VP Director, Connections Planning, Arena Media, steven.fagioli@arenamedia.com Jianna Ericson, Associate Director, Connections Planning, jianna.ericson@havasmedia.com Sydney Benevento, Associate, Connections Planning, Sydney.benevento@havasmedia.com Media Owners (LA portion of campaign Media Owners = *) *Clear Channel Outdoor – Jonathan Wolpert Jonathanwolpert@clearchannel.com 310-755-7290 *Outfront – Arthur Hagopian Arthur.hagopian@outfront.com 818-805-6367 *Orange Barrel Media – Jacinda Luby jluby@obm.com 704-902-2351 *Kevani – Jason Kornfeld Jason.kornfeld@kevani.com 310-579-9343 New Tradition – Patrick O’Hagan patrick@newtradition.com 973-715-2994 Lamar – Alyson Campbell acampbell@lamar.com 770-447-8610 JCDecaux – Rob Hult Robert.hult@jcdecaux.com 312-456-2941 Interstate Outdoor – Damon Calandro dcalandro@interstateoutdoor.com 856-669-7275 Becker Boards – Todd Scanlin tscanlin@beckerboards.com 602-732-2886 Carter Outdoor – Jhanna Tucker jhanna@carteroutdoormiami.com 305-669-8669 Big Outdoor – Ian Rappaport ian@bigoutdoor.com 646-964-4730

Creative: Carrefour Metapudu NFT：Let's do Zhongyuan Pudu the web 3.0 way！ by dentsu X Taiwan for Carrefour Taiwan
Carrefour Supermarkets cleverly morphed the traditional Zhongyuan Pudu ceremony in Ghost Month into the metauniverse. To reach younger, less-interested demos, Carrefour created an NFT platform – OurSong – designed with essential Pudu offerings: snacks, noodles and fruits. Users could also light digital incense and burn virtual joss paper. Carrefour members who completed Metapudu could win an NFT. The game play clicked — impressions were up 110% over the previous year. Ancient practices were sustained, while more than 1,300 NFTs were given away within 12 hours.
Credits: Peggy Hsieh, Creative Partner, Dentsu X Taiwan Frankie Chen, Creative director, Dentsu X Taiwan Brian Chen, Art Director, Dentsu X Taiwan Cindy Chang, Creative Management, Dentsu X Taiwan Tsai Jia Chi, Illustrator MOTION M VFX, production of 3D objects; Doesn't Kill to Ask. by StrawberryFrog for Northwell Health.
The leading cause of kids’ deaths in the U.S. is guns: 13 die daily. Northwell Hospital is fighting to lower those stats. It’s “Doesn't Kill to Ask” campaign highlights a stark reality: Parents don’t store guns safely. That means other parents need to ask about gun storage, since safeguarding children’s health and welfare should never be controversial. The campaign started in New York state, and grew as thousands of hospitals, transformed awareness into a national movement. The message is simple: Silence is deadly.
Credits: Client Northwell Health Agency StrawberryFrog Scott Goodson, founder, CEO; Tyler Deangelo, chief creative officer; James Rogala, group creative director; Amy Nicholson, Mandy Hoveyda, creative directors; Brooks Hess, Courtney Harris, associate creative directors; Linda Rafoss, producer; Ali Demos, group strategy director. Production Fancy Content: MAPP, director; Robert Wherry, EP; Serge Juric, head of production. EditorialMike Rizzo, editor; Gina Pagano, exec producer.; Aussie Kids x BDG BeYOUtiful Hair Book by Carat for Procter & Gamble
Aussie Kids wanted to celebrate diversity in the kids’ market with multicultural Gen Z parents. To discuss hair care and different types of hair, it partnering with BDG publishers. “BeYOUtiful Hair” made bath time fun, and created an opportunity for parents to teach self-acceptance. The book centers on five friends who embrace their different hair types: curly, coily, wavy, straight — a message sent across BGD’s social platform. The campaign reminds kids you don’t have to change your hair to achieve your dreams.
Credits: Carat: Ailee Taggart, Director, Content, Carat Alysha Yuille, VP, Director, Content, Carat Kayla Calabrese, Director, Digital, Carat Renee Edwards, Legal Counsel, Carat Miri Miller, Deputy General Counsel, Carat P&G: Bradley Cage, Brand Director, P&G Alexa Kamm, Brand Director, P&G

Media Plan: Hands-free by Goodby Silverstein & Partners for Cheetos
With all that sticky orange stuff on your fingers, wonder if there is any benefit -- technology-wise -- to Cheetos. Turns out the snack was the inspiration -- a “true” story (Ahem!) -- about how some hands-free technology was developed from the snack brand like hands-free car driving, retail doors that open themselves, and unlocking your mobile phone with just your face. A “hands-free” SXSW e-commerce event had a two-plus-hour wait. The campaign pulled 1.1 billion impressions, with snack sales up 11.2% in the first quarter. Can you touch that?
Affiliated Agency: Biscuit Filmworks (Production); Arcade (Editorial); Co3 (Telecine); Parliament (VFX); Lime (Music);
Credits: Goodby Silverstein & Partners Partner: Jeff Goodby Partner: Rich Silverstein Chief Creative Officer: Margaret Johnson Creative Director: Stefan Copiz Creative Director: Eamonn Dixon Senior Art Director: Fabio Santoro Senior Copywriter: Pedro Furtado Executive Producer: Sara Ward Producer: Charlotte McConnell Account Director: Chris Nilsen Account Director: McKenzie Badger Account Manager: Daney Ramirez Assistant Account Manager: Aimee Fung Group Brand Strategy Director: Ralph Paone Brand Strategy Director: Gabriella Dishotsky Junior Brand Strategist: Kelly Kikuchi Communication Strategy Director: Caitlin Neelon Senior Communication Strategist: Jacob Sperla Associate Business Affairs Manager: Howie Mapson Broadcast Traffic Manager: Rowena Cuejilo Frito-Lay Cheetos Brand Team SVP Brand Marketing Director: Stacy Taffet SR Brand Director: Jessica Spaulding Marketing Director: Melody Macaluso Brand Manager: Dorothy Doan Strategic Insights Director: Brodie Dunn Production Company: Biscuit Filmworks Director: Aaron Stoller Partner / Managing Director: Shawn Lacy Executive Producer: Holly Vega UPM: Jay Veal Producer: Jennifer Walker Head of Production Sean Moody Director of Photography: Jody Lee Lipes Production Designer: Jeremy MacFarlane Editorial Company: Arcade Editor: Jeff Ferruzzo Assistant Editor: Dean Miyahira Producer: Tom Barnett Executive Producer: Crissy DeSimone Telecine: Co3 Colorist: Tim Masick Senior Color Producer: Kevin Breheny VFX/Finishing: Parliament Sound Design and Music Music: Assemble Sound Mix: Lime Mixer: Joel Waters Assistant Mixer: Collin Thomas Executive Producer: Susie Boyajan; Remaking Obsession for Inventing Anna by Mediahub for Netflix/Inventing Anna
What better way to promote Netflix’s “Inventing Anna” TV series, about a woman who scammed New York City elites, than to riff off of the real-life elite wannabe Anna Delvey. The campaign swiped a real version of Anna’s credit card into New York Magazine, which rewarded audience members a Netflix gift card. Out of home media included showing off big actual bills that Anna rang up. The series was the number one English language series on Netflix for three weeks. Not such a scam.
Credits: Jessica Nail, Manager, US Media, Series, Netflix Brooke Reese, Manager, US Marketing, Series, Netflix Mia Vickers, Director, US Marketing, Series, Netflix Tyler Lynch, Manager, US Marketing, Series, Netflix Laura Kelly, SVP Group Media Director, Mediahub Hayley Gilbert, VP Media Director, Mediahub Mackenzie Emerson, Media Supervisor, Mediahub Joey Kraker, Senior Media Planner, Mediahub Laurel Boyd, Chief Creative Media Officer, R+D Lab, Mediahub Simeon Edmunds, SVP Creative Director, R+D Lab, Mediahub Alexis Westin, Associate Director, R+D Lab, Mediahub Doug Leasure, Content Creator, R+D Lab, Mediahub Madison Brinser, Content Creator, R+D Lab, Mediahub; The Boys Season 3: NSFW by Initiative for Prime Video
The new season of Prime Video's outlandish superhero themed series “The Boys” was promoted by “middle-finger” themed promotion and events. One Las Vegas party built on the shows’ Superhero-orgy, the ‘Herogasm” complete with 3D-printed dildos. Explicit, and yes entertaining, trailers ran after 10 p.m. to keep pace with the series' unapologetic scenes of sex and violence in every episode. Season three of the show rocketed 17% in viewership over the second season and 234% from season one. Moral depravity, muscles and heroism. What else do you need?
Credits: Alli Blender, Senior Media Manager, Amazon Prime Video Alexandra Ruffing, Communications Design Group Director, Rufus (Initiative) Kyle Reasor, Global Strategy Director, Rufus (Initiative)

New/Emerging/Experimental Media: Carrefour Metapudu NFT：Let's do Zhongyuan Pudu the web 3.0 way！ by dentsu X Taiwan for Carrefour Taiwan
Bridging ancient tradition with today's virtual worlds, Dentsu X Taiwan and Carrefour encouraged the young generation to embrace Ghost Month's Zhongyuan Pudu in the metaverse. Carrefour created the Metapudu NFT and OurSong platform, allowing consumers to collect NFTs with an app showcasing Pudu offerings including fruits and snacks. A campaign site featured the Metapudu NFT and offered a sweepstakes. After the launch, over 1,300 NFTs were given away in 12 hours, and over 110K people completed Metapudu on the site, and entered the sweepstakes.
Credits: Peggy Hsieh, Creative Partner, Dentsu X Taiwan Frankie Chen, Creative director, Dentsu X Taiwan Brian Chen, Art Director, Dentsu X Taiwan Cindy Chang, Creative Management, Dentsu X Taiwan Tsai Jia Chi, Illustrator MOTION M VFX, production of 3D objects; Halo Drone Activation at SXSW 2022 by Paramount+ for Paramount+
Over 400 synchronized drones flying in formation transformed the night sky into a stage at the South by Southwest festival in a spectacular drone light show featuring images from Halo: The Series. The activation -- launched ahead of Halo's streaming series debut -- as its finale displayed a QR code bringing viewers to a branded site to watch the trailer with access to a computer interface from the series. The trailer drew 6 million views -- and the series shattered records to become Paramount's most-watched series premiere to date.
Affiliated Agency: Paramount+ Creative Studio (Illumicades, Murals & Digital Motion) The Refinery (Train Wraps) Midnight Oil (Versioning, Finish & Color) LA Associates (Print Creative) Giant Spoon (Drone Stunt) MOCEAN (Digital Motion) Martin Karlsson VFX (Digital Motion) Hor
Credits: Domenic DiMeglio, EVP Operations and Chief Marketing Officer, Paramount+ Marketing Tammy Henault, SVP, Consumer Marketing, Paramount+ Marketing James Stewart Cullen, VP, Global Brand Marketing, Paramount+ Marketing Jen Hanulak, VP, Program & Originals Marketing, Paramount+ Marketing Terry Minogue, SVP, Brand Creative, Paramount+ Marketing Matt Hernandez, SVP, Design, Paramount+ Marketing Kevin Bjelajac, VP, Creative, Paramount+ Marketing Vanessa Brandon, Supervising Producer, Paramount+ Marketing Malene Sam, SVP Content Strategy, Paramount+ Marketing Yetee Osunsanmi, VP Content Strategy, Paramount+ Marketing Jamyla Willer, Director, Marketing, Paramount+ Marketing Mark Weinstein, Senior Director, Display, Paramount+ Marketing Sara Krol, Associate Manager, Marketing, Paramount+ Marketing Michael Sutton-Long, Senior Director, Design, Paramount+ Marketing Aurora Albi-Mercier, Production Project Manager, Paramount+ Marketing Scott Regier, Director of Motion Design Operations, Paramount+ Marketing Ian Houser, Designer, Paramount+ Marketing Claire Gutowski, VP, Media Strategy, Paramount+ Marketing Karen Kanos, Senior Director, Media Strategy, Paramount+ Marketing Haley Mandel, Director, Media Strategy, Paramount+ Marketing Mario Melo, Coordinator, Media Strategy, Paramount+ Marketing; Degree Metathon by Mindshare USA for Degree, Unilever
Degree partnered with Decentraland to create Metathon, the first marathon in the metaverse -- a world that should be free of limitations to movement -- working with disability experts to better represent people with disabilities and give them greater accessibility and inclusivity in the virtual world. Musician Fat Joe, an advocate for representation, and eight-time Paralympic medalist Blake Leeper shared stories of overcoming their challenges to movement. The campaign led to a more inclusive avatar library offering wearables including prostheses, running blades and a wheelchair.
Affiliated Agency: Ogilvy
Credits: Laura Powers, Chloe Brien

Multicultural/LGBT Media: OGX’s Love Is In The Hair by UM for Johnson & Johnson: OGX
People share identity through hairstyles. The LGBTQIA+ community is no different. OGX’s Love is in The Hair concept by Johnson & Johnson embraces all forms of love. OGX sought to promote self-expression, and drive inclusivity and awareness. The brand supported the American Civil Liberties Union (ACLU), and partnered with Refinery 29 to spotlight stories and testimonials through long-form and social content. There were several pieces, but one drove 16-point lift from video, and another 32-point lift in awareness for those exposed to Hair Me Out: I Went Red for NY Pride.
Affiliated Agency: J3
Credits: Matt Smith, Dana Modafferi, Devon Carroll, Danny De La Cruz, Jordan Barry, Joselle Galis, CJ Williams, Yonatan Sallmander, Devon Slauenwhite, Deepa Patel, Allie Turina, Sheena Henry, Niki Schloss, Lacey Hughes, Kimberly Tran, Moriah Rapaport; NTC “Illustrates” an Industry Need - The Armstrong Project by Native Tongue Communications for Peanuts Worldwide
Native Tongue Communications partnered with Peanuts Worldwide to launch "The Armstrong Project." It established $200,000 in endowments at HBCUs Howard and Hampton University. The Armstrong Project ensures mentorship and internship opportunities for all students in entertainment. Less than 2% of all animators are Black, for example. NTC and Peanuts developed custom marketing in social media, editorial, website, promotional, and more. The campaign saw a 10% increase in student animation majors at both schools. Target is launching “Armstrong Project” clothing. Proceeds from sales will be donated to the endowments, and the clothing was designed by 2022 scholars.
Affiliated Agency: Alison Hill, Founder, Alison Hill PR
Credits: Marissa Nance, Founder & CEO Native Tongue Communications Melissa Menta, CMO Peanuts Worldwide; The Luckiest Red by Wunderman Thompson Canada for HSBC Bank US
HSBC wanted to find the luckiest shade of red for the Lunar New Year to get closer to Chinese internationals. A partnership with the Asian Art Museum of San Francisco evaluated an 18,000-piece collection across countless paintings, sculptures, tapestries, and artifacts dating back thousands of years. “The Luckiest Red” was determined through artificial intelligence, synthesizing each piece and extracting the color values. It also exposed the audience to a vast range of masterful artworks and celebrated art created by and for the Asian community.
Credits: Agency: Wunderman Thompson Canada Chief Creative Officer: Ari Elkouby Copywriter: Sucheta Shankar Art Director: Lily Coyle Associate Creative Director: Raj Gupta Typographer: Pan Jianfeng Managing Director: Scott Miskie Account Team: Chandler Powell, Sarah Rosen, Anaysha Jairam, Daniela Zamostean Agency Producer: Jennifer Cotton, Demi Veselinovic, Sarah Lasch, Christine Tsao Strategy: Matt Ball, Barbara Jung, Arielle Peters Production: Sauce Production Editor: John Collucci, Justin Zhou Audio Production: Stephen Stepanic Color Grading: Smile and Wave PR: Lindsey Legat Client: HSBC US Clients: Kristen Calogero, Laura Rastogi, Caroline Scurr, PHD Media: James Rubino, Alison Horowitz, Sean Gering, Corin Trembath, Ellen David

Online Media: Branding: "LexVibes" by Cornett for VisitLEX
VisitLEX wanted to promote Lexington, Kentucky, as a unique travel destination on a reduced budget using performance media. The team optimized performance based on engagement that drove site traffic. The campaign saw 491% increase in clickthrough rates on Facebook compared with 2021. A 30% year-over-year CTR increase across display ads. Paid media drove a 233% increase in traffic for FY22 and accounted for 49.5% of site traffic. Lexington hotel bookings rose 18%, hotel revenue rose 28% and leisure traveler spend grew 53%, compared with 2019.
Affiliated Agency: Cornett
Credits: Mary Quinn Ramer, President - VisitLEX Gathan Borden, VP Marketing - VisitLEX Leslie Miller, VP Director of Brand Strategy - Cornett Chris Finnegan, VP Director of Brand Connections - Cornett Whit Hiler, Executive Creative Director - Cornett Robert Baker, Director of Social Strategy - Cornett Jonathan Spalding, Associate Creative Director – Cornett Randy Steward, Associate Creative Director – Cornett Sarah Vaughan, Associate Art Director – Cornett Coleman Larkin, Senior Copywriter – Cornett Natalie Wilks, Account Executive – Cornett Megan Dunbar, Integrated Media Specialist - Cornett Paige Hansen, Integrated Media Associate - Cornett; How Not to Suck at Money by Crossmedia for Invesco QQQ
Invesco QQQ launched How Not to Suck at Money (HNTSAM) in 2021, but connecting with college students has been a tricky. The team identified a higher potential audience through syndicated research and psychographic mapping. Turns out that site visits and game plays in paid and earned media exceeded expectations. The campaign drove nearly a .40% CTR, and more than 5x above Invesco benchmark for custom digital ads with partner schools. The team optimized mid-campaign to propel engagement, increasing game plays by 167% despite a 72% decrease in investment period over period.
Affiliated Agency: Grey (Creative), 160x90 (Experiential), LEO Learning (Game), Edelman (PR)
Credits: INVESCO QQQ: Emily Pachuta, Chief Marketing & Analytics Officer – Americas at Invesco Distributors, Inc. Jon Holding, Head of Brand, Content & ETF Marketing Katy Brady, Director Brand Activation and Experiences at Invesco Stephanie Fiset, Manager Advertising & Media Invesco US Alexis Dammar, Senior Paid Media Analyst QQQ at Invesco David Ruiz, Sr. Marketing Manager Greg Gonzalez, Search and Social Manager, QQQ ETF Fernanda Mamani, Search and Social QQQ Analyst CROSSMEDIA Jodi Monroe, Executive Client Director Samara Gerard, Group Media Director Max Deevy, Media Director Tonique Heaven, Group Media Director Carlie Bentley, Media Supervisor Shannan Mullins, Media Supervisor Aidan Clark, Media Planner Justin Poggioli, Assistant Media Planner Lauren Grace Vivian, Associate Director Social Alen Douda, Planner/Buyer Social Nicole Miro, Assistant Planner/Buyer Social GREY: Hope St. Clair, SVP Marketing and Advertising 160x90: Carrie Collins, Sr Account Director EDELMAN: Mary Hadley-Wyatt, VP Corporate Digital LEO LEARNING: Elaine Churchill, Sr Account Director; Get Comfortable with Comfort by Comfort Dental and Vladimir Jones for Comfort Dental
Comfort Dental wanted to grow online booking appointments, so it created a spot highlighting things humans have become comfort with--things that once seemed uncomfortable like smelling a baby’s poopy diaper, or sloppy dog kissed. It worked. Since February 2022, Comfort Dental has seen 57,158 online patient appointments in the six states where the advertisement ran. In the third quarter of 2022, online appointment bookings grew 42% year over year. By highlighting seemingly uncomfortable things that have become second nature, the campaign breaks the scary stigma surrounding going to the dentist.
Affiliated Agency: Production: Futuristic Films
Credits: Mike Bloss, DDS, Comfort Dental Matt Carlston, DDS and Recruitment Coordinator, Comfort Dental Heath Colledge, DDS, Comfort Dental Meredith Vaughan, CEO, Vladimir Jones Debbie Frickey, President, Vladimir Jones Jim Morrissey, Executive Creative Director, Vladimir Jones Zack Shockley, Associate Creative Director/Senior Copywriter, Vladimir Jones Paul Kwong, Associate Creative Director/Art Director, Vladimir Jones Blair Freeman, Junior Copywriter, Vladimir Jones Gunnar Renjard, Junior Art Director, Vladimir Jones Rachel Arther, Integrated Producer, Vladimir Jones Zach Bretz, Production Artist, Vladimir Jones José Trujillo, Senior Studio Artist, Vladimir Jones Dan Rosing, Senior Editor, Vladimir Jones Jen Mosher, Director of Account Services, Vladimir Jones Jose Castaneda-Martinez, Account Executive, Vladimir Jones Anna Renkert, Account Coordinator, Vladimir Jones Jon Bross, Director of Media Services, Vladimir Jones Jonathan Neugebauer, Media Supervisor, Vladimir Jones, Paige Morton, Media Planner, Vladimir Jones Nate Nicoll, Broadcast & Programmatic Media Buyer, Vladimir Jones Delta Wise, Media Coordinator, Vladimir Jones Dan Dalton, Director of Digital and Data, Vladimir Jones Patrick Cannarozzi, Manager of Digital and Data, Vladimir Jones Tun Potipan, Digital Coordinator, Vladimir Jones

Outdoor Media: Lunchabuild This by Goodby Silverstein & Partners for Lunchables
Lunchables got imaginative with its vision: Chicken-nugget bear installations at the Lincoln Park Zoo, an MLB Field of Dreams kid-size stadium built of ham, and a bus that resembled stacks of ham, cheese and crackers for kids to ride. The “Lunchabuild This” campaign took its outdoor promotion to six cities to make its food fun and engaging for the 6-11 crowd. By fall, the work earned a 38% YOY sales increase,120 million earned-media impressions and 50.5% uptick in social conversations. That’s a delicious result.
Affiliated Agency: DMAX (Prepress House); Invisible Ink (Production); Prop N Spoon (Event Builds); Kerry Coutu (Small Builds); Starcom (Media Agency)
Credits: Client: Kraft Heinz - Lunchables VP of North America Marketing & Head of The Kitchen: Jessica Vultaggio VP of North America, Brand Communications: Nina Patel Associate Director, Brand Communications: Samantha Mills Brand Manager, Brand Communications: Erin Fitzgerald Manager, U.S. PR & Media Relations, Kate Kitchell Agency: Goodby Silverstein & Partners Co-chairman: Jeff Goodby Chief Creative Officer: Margaret Johnson Creative Directors: Kurt Mills and Daniel Righi Art Director: Edward King Art Director: Katie Gelfand Copywriter: Stephen Pacheco Copywriter: TShea King Design Director: Tana Cieciora Sr. Designer: Todd King Sr. Designer: Pedro Zuccolini Designer: Johann Vernizzi Managing Partner: Brian McPherson Group Account Director: Becca Morris Account Director: Callen Gustafson Account Manager: Carmen Guan Assistant Account Manager: Adrianne Medina Partner, Head of Brand Strategy: Bonnie Wan Partner, Head of Communication Strategy: Christine Chen Deputy Director of Brand Strategy: Kelly Evans-Pfeifer Communication Strategy Director: Drew Forrest Head of Production: Jim Haight Executive Producer: Tena Goy Senior Producer: Alex Healy Director of Graphic Services: Jim King Senior Producer: Alisa Latvala Producer: Mary Pestell Director of Business Affairs: Judy Ybarra Business Affairs Manager: Yelena Kompaneyets Photographer: Quinn Gravier Photographer Assistant: Emilio Diaz Producer: Peter Scott Food Stylist: Randy Mon Retoucher: Sam Nordemann Prepress House: DMAX Production Company: Invisible Ink Animation Director: Mike Kellogg Animator: Chris Gardner Executive Producer: Mia Kellogg Production Assistant: Sam Raney Large Builds for Events: Prop N Spoon CEO: Harlan Silverstein Small Builds for Events: Kerry Coutu Model Maker: Kerry Coutu Media Agency: Starcom Chris Harder: EVP Director Britta Petersen: SVP Director Michael Epstein: Global & US CEO Director: Alyssa Kelly Associate Director: Maddie Franke Supervisor: Jennie Hubbard Senior Associate: Diana DeLeon; Milk 26.2 by Talon, GALE, MilkPEP for MilkPEP
To highlight its commitment to female NYC Marathon runners and young girl runners, MilkPEP debuts a multimedia OOH campaign. Milk was cast as a performance drink, essential for athletes. From digital bulletins to wild postings, the message of Team Milk was strong and colorful. Geo-targeted ads on race day underscored its support for the 3, 543 Team Milk-sponsored women who ran the marathon. Exposure to the campaign drove a 5 percentage point increase in ad recall, upping brand awareness and its mission.
Affiliated Agency: GALE, Creative Media Consultancy
Credits: Talon & Grand Visual – - Ruth Schinn – SVP, Channel Engagement, Talon America, ruth.schinn@talonoutdoor.com - Lauren Barbara – SVP, Client Strategy, Talon America, lauren.barbara@talonoutdoor.com - Sarah Podziomek – VP, Associate Media Director, Talon America, sarah.podziomek@talonoutdoor.com - Nikki Sharma – Director, Client Services, Talon America, Nikki.sharma@talonoutdoor.com - Danielle Rind – VP, Digital Solutions, Talon America, Danielle.rind@talonoutdoor.com - Stephanie Milicia – Director, Digital Solutions, Talon America, stephanie.milicia@talonoutdoor.com - Dan Dawson – Chief Creative Officer, Grand Visual, dan.dawson@grandvisual.com - Jenny Rye – Project Manager, Grand Visual, jenny.rye@grandvisual.com - Nathelie Meng – Project Director, Grand Visual, Nathelie.meng@grandvisual.com MilkPEP – - Yin Woon Rani, CEO, MilkPEP, ywrani@milkpep.org - Al Dejewski, VP, Marketing, MilkPEP, adejewski@milkpep.org - Miranda Abney, Senior Director of Marketing, MilkPEP, mabney@milkpep.org GALE – - Brad Simms, CEO / President, Head of Strategy, GALE, brad@galepartners.com - Winston Binch, Chief Brand & Experience Officer, GALE, Winston.binch@galepartners.com - Geoff Edwards, Executive Creative Director, GALE, Geoff.edwards@galepartners.com - Kristian Almgren, Business Lead, Client Partner, GALE, Kristian.almgren@galepartners.co - Alison Stelzer, Sr Engagement Lead, Client Partner, GALE, Alison.stelzer@galepartners.com - Erin Lyden, Head of PR, GALE, Erin.lyden@galepartners.com - Robert Shimasaki, Business Lead, Client Partner, GALE, Robert.shimasaki@galepartners.com - Whitney Collins, Executive Producer, GALE, Whitney.collins@galepartners.com - Annie Bishop, Executive Producer, GALE, Annie.bishop@galepartners.com - Eliza Florenda, Associate Creative Director, Social, GALE, Eliza.florenda@galepartners.com - Alena Hyunh, Senior Associate, Community Manager, GALE, Alena.hyunh@galepartners.com - Natalia Ortiz, Associate Producer, GALE, Natalia.ortiz@galepartners.com - Andre De Castro, Creative Director, GALE, Andre.decastro@galepartners.com - Damien Lecocq, Senior Art Director, GALE, Damien.lecocq@galepartners.com - Adam Tarchoun, Senior Copywriter, GALE, Adam.tarchoun@galepartners.com - Olivia Ruffin, Content Creator, GALE, Olivia.ruffin@galepartners.com - Alix Hyatt, Associate Media Director, GALE, alixandra.hyatt@galepartners.com - Charlie Shipmen, Dr. Project Management, GALE, Charlie.shipmen@galepartners.com - Leslie Oddo, Sr Project Manager, GALE, Leslie.oddo@galepartners.com - Dylan Hamilton, Production Designer, GALE, Dylan.hamilton@galepartners.com - Lauren Furcinito, Account Director, PR, GALE, Lauren.furcinito@galepartners.com - Elli Serigelli, Account Supervisor, GALE, Elli.serigelli@galepartners.com - Naomi Klefter, Account Supervisor, GALE, Naomi.klefter@galepartners.com - Eli Rice, Manager, PR, GALE, Eli.rice@galepartners.com; Sonic Prime: Enter the Shatterverse by Netflix with Infillion and Mediahub USA for Netflix
Netflix devised a novel way to highlight its “Sonic Prime” series. A digital OOH experience at two NHL games brought Sonic the Hedgehog and its Shatterverse to life in a multimedia way. The immersive experience delivered a dramatic light show in which Sonic jumps through the Shatterverse via the arena’s ceiling, races across the ice in 3D, and breaks a prism setting off a virtual explosion. The effort thrilled hockey fans. Innovative and visually arresting, Sonic scored.
Affiliated Agency: Mediahub Worldwide (media agency), Infillion (creative agency)
Credits: Jonathan Viola, Series Marketing, Netflix Isabella Kursman Neri, North America Marketing, Netflix Sophie Turner, Associate Media Planner, Mediahub Gareen Mehserdjian, Media Planner, Mediahub Andrew Chang, Assistant Media Planner, Mediahub Hayley Gilbert, VP, Group Director, Mediahub Laura Kelly, SVP, Group Director, Mediahub Kaitlyn Decker, Media Supervisor, Mediahub Michael Colella, SVP & Executive Producer, Infillion Troy Kehoe, Principal, Client Partnerships, InStadium @ Infillion Nicholas Black, Director, Customer Success, InStadium @ Infillion Hannah Kim, Sr. Designer, Graphics & Motion, Infillion Nicolas Prieto, Sr. Creative Director, Infillion Pedro Ramirez, Art Director, Infillion Charles Adelman, Head of Infillion Labs @ Infillion Srishty Thapar, Project Management, Infillion Labs @ Infillion Caroline McCarthy, VP Marketing, Infillion

Performance Media & Marketing (including Direct Response, TV, Email, etc.): Doesn't Kill to Ask. by StrawberryFrog for Northwell Health.
The Cohen Children's Medical Center has seen the number of gunshot victims rise to 23 in the most recent year, compared with six-to-eight in the preceding four years. The rise in deaths among children as a result of guns prompted a public service announcement campaign that began in New York. It basically asks parents before dropping their children off at a friend's home to ask the parents if they have any guns. And if they do, are they are locked up. Thousands of hospitals, health systems, and hospital associations have joined in to this national movement encouraging families to ask about gun access and safety measures.
Credits: Client Northwell Health Agency StrawberryFrog Scott Goodson, founder, CEO; Tyler Deangelo, chief creative officer; James Rogala, group creative director; Amy Nicholson, Mandy Hoveyda, creative directors; Brooks Hess, Courtney Harris, associate creative directors; Linda Rafoss, producer; Ali Demos, group strategy director. Production Fancy Content: MAPP, director; Robert Wherry, EP; Serge Juric, head of production. EditorialMike Rizzo, editor; Gina Pagano, exec producer.; Yogibo - Drew Barrymore x Yogibo® | Find Your Happy Place by Lemonlight for Yogibo
Yogibo believes moms need a happy place to relax at the end of the day. The company called on the agency Lemonlight to create a campaign that would reach new audiences across a range of channels. Drew Barrymore became the spokesperson In the video, Barrymore leads viewers through film sets where she is caught making quick business decisions and jumping from one task to the next. At the end of the day, she falls into a Yogibo, where she finds her happy place.
Credits: Daniel Marlow, CCO, Lemonlight; Chad Rogers, CRO, Lemonlight; Danny McGinnis, Lead Editor, Lemonlight; Josh Kaufman, VP of Production, Lemonlight; Ryo Rex, Creative Director, Lemonlight; Sarah Carter, Producer, Lemonlight; Ben Weinstein, Senior Production Coordinator, Lemonlight; Grace Nelson, Production Coordinator, Lemonlight; Victor Ridaura, Director; Nico Van Den Berg, Director of Photography; Dewayne Carson, Production Design; Tauna Carson, Production Design

Print (magazines and newspapers): Lifting Up Nurses, Lifts Up Us All by UM for Johnson and Johnson
The pandemic took a significant toll on the nursing profession, leading to burnout and accelerated numbers of nurses leaving the profession. The nurses who remained felt disposable, forgotten, unsupported and invisible. To show its support of the nursing community & create positive change among frontline healthcare workers, J&J launched the “Lifting Up Nurses, Lifts Up Us All” campaign which aimed to inspire the nursing workforce & showcase their impact. To bring this message to life, J&J implemented a cross-channel paid, owned, & earned campaign. Through Print, J&J leaned into newspapers for the mass reach. Using COVID data to assess the highest COVID case markets, the team was able to identify & target local communities where the messaging was most necessary. Further, the team ensured healthy reach by prioritizing newspapers with strong circulation relative to the size of the market.
Affiliated Agency: BBDO, Edelman, Vidmob, Mediaspace
Credits: Michele Morgan, Senior Manager, Global Community Impact, Johnson and Johnson Lynda Benton, Senior Director, Global Community Impact, Johnson and Johnson Ronan Collins, Senior Director, Public Affairs, Johnson and Johnson CP Robinson, Senior Director, Johnson and Johnson Max Barsuk, SVP Group Partner, J3/UM Luis Mendoza, SVP Client Business Partner, J3/UM Tierney McGilvray, Manager, J3/UM Danielle Longo, Partner, J3/UM

Research/Consumer Insights: Doesn't Kill to Ask. by StrawberryFrog for Northwell Health.
Guns aren’t helping kids any: The CDC now says it's the leading cause of kids' deaths in the U.S. Northwell Health, the large NYC healthcare system, decided to do something about this “epidemic” with its “Doesn’t Kill to Ask” message. Ask what you may say? “If there is an unlocked gun in the house”. How to do this -- reasonably? A PSA video message has neighbors asking other neighbors about whether their ‘tiger’ is locked up. Launched three months ago, the spot has had 6,300 YouTube views. Be safe.
Credits: Client Northwell Health Agency StrawberryFrog Scott Goodson, founder, CEO; Tyler Deangelo, chief creative officer; James Rogala, group creative director; Amy Nicholson, Mandy Hoveyda, creative directors; Brooks Hess, Courtney Harris, associate creative directors; Linda Rafoss, producer; Ali Demos, group strategy director. Production Fancy Content: MAPP, director; Robert Wherry, EP; Serge Juric, head of production. EditorialMike Rizzo, editor; Gina Pagano, exec producer.; Sweetening Up the Share of Wallet by Horizon Media for The Hershey Company
Consumer products companies like Hershey have been hampered by using data-driven media from panel-based measurement companies. Return on media investment has been weak. But the company’s agency, Horizon Media, figured out a way to focus on actual sales by Hershey customers -- from SKU-level data that was matched to Horizon’s identity graph, Blu. This helped establish a Hershey Intelligence Engine for deeper, granular reveals of their customers. Hershey revenue grew 14.3% to $10.1 billion for its most recent fiscal year. Snack on that.
Credits: Jake Phillips, EVP Managing Partner, Horizon Media Lauren Chaplin, SVP Video Investment, Horizon Media Alison Dusenbery, SVP Digital, Horizon Media Matt Vierengel, VP Video Investment, Horizon Media Jessica Mark, VP Video Investment, Horizon Media Drew Harris, VP Digital, Horizon Media Kevin McGehee, SVP Advanced Analytics, Horizon Media Eric Adamus, Dir Advanced Analytics, Horizon Media Lynn Hemans, VP Consumer Intelligence & Analytics, The Hershey Company Erica Norton, Sr Dir Consumer Insights, The Hershey Company Martin Moore, Sr Mgr Consumer Insights Foundational, The Hershey Company Trish Mielke, Dir Audience Insights, The Hershey Company Michelle Ozan, Sr Analyst Audience Insights, The Hershey Company Peter Kransz, Dir Analytics, The Hershey Company Nehal Patel, Dir Strategy, The Hershey Company Lauren Hall, Sr Analyst Growth Strategy, The Hershey Company Shannon Wilkinson, Sr Brand Mgr Reese’s Chocolate, The Hershey Company Ian Norton, Sr Dir Reese’s Chocolate, The Hershey Company, Vinny Rinaldi, Head of Media and Analytics, The Hershey Company, Liz Russ, Director, Integrated Media, The Hershey Company, Mike Nolan, Sr. Manager, Media, The Hershey Company

Social Media: Evil Social Media Campaign by Paramount+ for Paramount+
Paramount+'s Evil Social Campaign focused on drawing fans into the dark mystery of the show in an immersive way. This campaign sent fans on a cross-platform scavenger hunt across Instagram, Facebook and TikTok and more, leading them to a physical location. It ran in real life and in episodes of the show. It let fans take on the roles of paranormal investigators, and feel more connected to the world of "Evil." The ultimate prize: a physical canvas print, packed full of lore-laden references, sigils, occult scripture, and imagery.
Credits: TBD; Launching an Iconic, 171 Year Old Brand on TikTok by GSD&M for Fruit of the Loom
The iconic 171-year-old apparel brand Fruit of the Loom launched a campaign on TikTok using an insight about how people mistakenly think a cornucopia is part of the Fruit of the Loom logo. It is not. The brand tapped the agency GSD&M to create several spots highlighting the cornucopia, making it into a character that spoke to viewers. The focus highlighted an authentic voice on TikTok to reach young followers who are aware and engaged with the cornucopia.
Credits: Dave Kersey, ‪Chief Media Officer, GSD&M ‪Kathleen Pittman, VP/Media Director, GSD&M ‪Matt Yasgar, Associate Media Director, Planning, GSD&M Evan Walker, VP/Director Digital, GSD&M Paige Kelton, Supervisor, Paid Social, GSDM ‪Janice Suter, VP/Director Social Media, GSD&M Dakota Lowe, Associate Director, Social, GSD&M Meghan Duran, Social Strategist, GSD&M Courtney Langston, Social Media Manager, GSD&M Jay Russell, Chief Creative Officer, GSD&M Tiff McKee, ‪Creative Director, GSD&M Jessica Zalaznick, ‪Creative Director, GSD&M Shawn Mackoff, VP/Group Account Director, GSD&M Alissa Pineda, Account Director, GSD&M Lily Carr, Account Manager, GSD&M Margy Arendes, Account Manager, GSD&M Mikael Greenlief, Director of Communications Strategy, GSD&M ‪Luke Dreyer, VP Group Strategy Director, GSD&M ‪Christina Hirsch, Strategy Director, GSD&M Brittany Hargrove, Strategist, GSD&M Tess McCarthy, Senior Project Manager, GSD&M; #WingIt2WinIt LikeMeat Scavenger Hunt by Horizon Media’s Blue Hour Studios for LikeMeat
LikeMeat launched a plant-based chicken wing product, and called on Horizon Media’s Blue Hour Studios to drive sales. It wanted to make the product the main menu item for the Super Bowl. The agency created a TikTok scavenger hunt with five influencers and TikTok creators. Each clue revealed hidden messages for a chance to win tickets to the Big Game WingIt2WinIt.com. The campaign garnered nearly 24 million views. It drove 57% more conversations around LikeMeat, which became a top 10 product in the frozen plant-based category during the four weeks surrounding Super Bowl.
Affiliated Agency: Lauren Sears, Vice President, Account Services, The Marketing Arm (TMA)
Credits: Taylor Michelle Gerard, Head of Content and Influencer Marketing, Blue Hours Studio Alexandria Lo Grasso, Creative Director, Blue Hour Studios Justin Rivera, Director Business Solutions, Blue Hour Studios Michele Esguerra, Director Influencer Marketing, Blue Hour Studios Bryan Petcoff, Senior Producer Lucy Hendra, Senior Art Director, Blue Hour Studios Gabriella Were, Senior Strategist Influencer Marketing, Blue Hour Studios

TV or Interactive/Enhanced TV: Wine Made Simple by Firstleaf for Firstleaf
Snooty wine experts are not doing much to grow the wine business. Firstleaf, an online wine seller, stripped away this perspective for the average wine consumer -- kind of like mashing grapes with your feet. “We learn what you like, and then send you world class wines tailored to your taste,” says their video ad campaign. Nearly one million consumers have tried out the club since launched. With 82 million different wines, its monthly box deliveries are 98% unique. Now that’s not so simple. Good news for you. Drink up.
Affiliated Agency: GALE, media agency
Credits: Geoff Sanders, Chief Marketing Officer, Firstleaf Patty Montagno, VP of Brand Marketing & Creative, Firstleaf Richard Preciose, Creative Director, Firstleaf; Dynamic, Data-Fed Native CTV Ad Campaign by Origin for Visit Florida
Travel restrictions have eased since the pandemic has ebbed. For hard-press cold, rainy markets in the winter, what better way than to encourage weary consumers then to take action and head to Florida -- enticing them in their wake of their miserable local forecast, real-time weather data from IBM Watson. Dynamic 15-second native content environment ran just before Visit Florida’s existing ad creative on CTV. All this resulted in 88% improved ‘consideration’, 73% ‘intent’ and 64% higher attention. At all costs. Avoid the rain. Seek sun and warmth.
Affiliated Agency: Miles Partnership, Strategic Marketing Agency
Credits: Dorothy Thames - Senior Manager, Visit Florida Dana Behnfield - Associate Media Director, Miles Partnership Chloe Morawski - Head Of Agency & Brand Partnerships, Origin Sam Liberto - Head of Studio, Origin Kayli Knowlton - Manager, Sales Operations Fred Godfrey - CEO, Origin; Doesn't Kill to Ask. by StrawberryFrog for Northwell Health.
Guns aren’t helping kids any: The CDC now says it is now the leading cause of kids' deaths in the U.S. Northwell Health, the large NYC healthcare system, decided to do something about this “epidemic” with its “Doesn’t Kill to Ask... If there is an unlocked gun in the house.” And how to do this, reasonably? A PSA video message has neighbors asking other neighbors about whether their ‘tiger’ is locked up. Launched three months ago, the spot has had 6,300 YouTube views. Be safe.
Credits: Client Northwell Health Agency StrawberryFrog Scott Goodson, founder, CEO; Tyler Deangelo, chief creative officer; James Rogala, group creative director; Amy Nicholson, Mandy Hoveyda, creative directors; Brooks Hess, Courtney Harris, associate creative directors; Linda Rafoss, producer; Ali Demos, group strategy director. Production Fancy Content: MAPP, director; Robert Wherry, EP; Serge Juric, head of production. EditorialMike Rizzo, editor; Gina Pagano, exec producer.

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