Winners

2018 Best in Show

Creative Media Awards

Chompers by Gimlet Media for P&G/Crest Kids

Impossible task to get kids to brush their teeth? What about some entertaining audio content while cleaning their tusks --- for around two minutes, the recommended brushing time? Crest Kids met the challenge for its "Chompers" campaign, posting content on nearly every platform where people download or stream podcasts/music. The app was downloaded 4 million times. Before: Only 6% of parents reported it was “very easy” to get kids to brush. After "Chompers”: 68%; with 91% saying their kids were brushing more.

Affiliated Agency: Hearts & Science

Credits: Gimlet Media Show Host - Rachel Ward VP of Brand Partnerships Anna Sullivan Account Manager - Grace Hawkins Hearts & Science Director, Innovation - Wilson Standish Group Director, Content - Elyse Johnson Supervisor, Strategy- Brian Post Brand Director, Strategy- Liam Herlihy Associate Director, Marketing Science - Michael Gotkin Senior Director, Strategic Partnerships - Carrie Israel

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Creative Media Awards 2018 Winners

Audio

Chompers by Gimlet Media  for P&G/Crest Kids

Impossible task to get kids to brush their teeth? What about some entertaining audio content while cleaning their tusks --- for around two minutes, the recommended brushing time? Crest Kids met the challenge for its "Chompers" campaign, posting content on nearly every platform where people download or stream podcasts/music. The app was downloaded 4 million times. Before: Only 6% of parents reported it was “very easy” to get kids to brush. After "Chompers”: 68%; with 91% saying their kids were brushing more.

Affiliated Agency: Hearts & Science

Credits: Gimlet Media Show Host - Rachel Ward VP of Brand Partnerships Anna Sullivan Account Manager - Grace Hawkins Hearts & Science Director, Innovation - Wilson Standish Group Director, Content - Elyse Johnson Supervisor, Strategy- Brian Post Brand Director, Strategy- Liam Herlihy Associate Director, Marketing Science - Michael Gotkin Senior Director, Strategic Partnerships - Carrie Israel

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Branded Entertainment: Brand/Product Placement

Long Live The King by Walton Isaacson  for Lexus

Lexus wanted to call attention to its technological innovation in its outreach to a younger, more diverse demo, include Black influencers. The agency had the brand engage in a unique brand integration with "Black Panther," leaning in to everything it stood for culturally. On Super Bowl Sunday, an original "Black Panther"/Lexus spot ran, and the LS 500 became the most searched vehicle on Kelly Blue Book, with a 2,500% lift, along with a 1,080% lift on Edmonds.com. YouTube engagement increased by 179%. A sweet ride!

Affiliated Agency: Team One, Media

Credits: Walton Isaacson team members: Partners: Aaron Walton and Cory Isaacson EVP/Group Account Director: Ayiko Broyard Group Creative Director: Remy Merriex Group Creative Director: Matt Weiner Associate Creative Director: Diori Thomas Associate Creative Director: Michael Craighead Associate Creative Director: Nick Kamei Art Director: Carlo Reyes Executive Producer: Shauna Williams Associate Producer: Elsa Rubalcava Head of Strategy: Christine Villanueva Sr. Director of Strategy: Raul Rios Account Director: Mike Marinero Director Project Management: Karen Kohn Music Supervisor: Andrew Logan Business Affairs Manager: Angel Cielo Broadcast Traffic Manager: Lesley Howser

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Branded Entertainment: Contests/Events/Experiential

SXSWestworld by Giant Spoon  for HBO

To promote Westworld's second season, Giant Spoon created a theme park that replicated Sweetwater, the town in the show, 30 minutes outside of Austin, Texas during South by Southwest. Guests arrived via luxury buses, Lyft or Delta air. After they entered the park, they were able to explore 16 structures, including establishments used in the show. Westworld became the most discussed TV show on Twitter during the festival, and the campaign generated almost 1.9 billion social impressions.

Affiliated Agency: Glass Eye - content

Credits: Giant Spoon: Trevor Guthrie - Co-Founder Marc Simons - Co-Founder Jon Haber - Co-Founder Adam Wiese - Director, Strategy Patrick Jong - Director, Experiential David Jacobsen - Senior Producer Josh Yeston - Associate Creative Director Allister Hercus - Senior Strategist Justin McCoy - Experiential Producer Elysha Beckerman - Senior Social Strategist Annie Chen - Experiential Designer Jordan Pennino - Strategist Ignacio Linares - Senior Art Director Will Morel - Senior Integrated Content Producer HBO: Chris Spadaccini - EVP, Consumer Marketing Zach Enterlin - EVP Program Marketing Sono Mitchell - VP, Program Marketing & Marketing Strategy Steven Cardwell - Director, Program Marketing & Marketing Strategy Mark Doumet - Manager, Program Marketing, Program Marketing & Marketing Strategy Theo Battaglia - Coordinator, Program Marketing & Marketing Strategy Chris Willard - Director, Corporate Affairs Sohini Sengupta, Creative Director, HBO Creative Services Badger Denehy, Associate Creative Director, HBO Creative Services Emily Giannusa - Director, Digital & Social Media Tanner Stransky - Director, Digital Content Dolly Meckler - Associate Manager, Digital & Social Media Katie Lucas - Senior Editor, Digital Content Charlie Weber - Coordinator, Digital & Social Media Kilter Films: Jonathan Nolan, Show Creator Lisa Joy, Show Creator Noreen O’Toole, Producer Halle Phillips, Producer Mycotoo: Clifford Warner, Co-Founder David Wally, Co-Founder, Creative Producer Seth Cover, CEO, Principal Fri Forjindam, Chief Development Officer, Principal Bonnie Hallman, Senior Creative Director Tara Griffo, Production Coordinator Katy Bribois, Senior Costume Designer

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Influencer Marketing

Black-ish Gets Real About Diabetes by Spark Foundry  for Novo Nordisk

The campaign relied on plot integration with ABC's Black-ish to educate African-Americans about diabetes. The first full-episode integration with a pharma company used Anthony Anderson's lead character to show the realities about being diagnosed diabetes. Then, real-life Anderson hit the talk show circuit on World Diabetes Day. The campaign received 225 million earned media impressions, 16.7 million views on the Facebook page, 8.1 million video views on Facebook, 640,000 unique Facebook engagements. Paid campaign cost of $0.07-$0.10/engagement.

Affiliated Agency: Publicis NNI

Credits: Eric Levin, EVP, Spark Foundry Anjali Martin, Group Client Director, Publicis NNI

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Branded Entertainment: Original Film/Video

Wishes Delivered by T3  for UPS

At the holiday season, UPS needed a perennial solution to enhance the perception of the brand. "Wishes Delivered" is a feel-good campaign showing its employees' spirit of giving. UPS saw stronger returns on engagement bidding, which led to more sharing and views. With more visibility into paid data, UM was able to guide, measure and optimize creative, publishing and bidding on a weekly basis. Finding: a 24.7% negative sentiment off-set on a sizable increase of negative conversation around delayed packages!

Affiliated Agency: T3

Credits: Aaron Cacali, Group Creative Director Jen Smith, Creative Director Lauren D'Aloisio, Senior Art Director Annie Markovich, Copywriter Iva Zugic, Senior Art Director Lyndsey Reding, Associate Account Director Allyson Mays, Program Director Caroline O'Neill, Senior Account Executive Candice Garcia, Senior Strategist, Connections Sarah Hoffman, Associate Director, Connections Ryan Hodgson, Associate Director, Connections Ken Chow, Associate Director, Analytics John LaPrime, Motion Designer Jill Runyon, VP, Client Engagement Daniele Anastasion, Director - ContagiousLA Michael Kortlander, Director - Adolescent Content Susan Munro & Jonathan Melin, Editors - Hybrid Collective

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Business Media

State of Pay by Giant Spoon  for Synchrony

The “State of Pay” cross-platform campaign utilized management interviews, articles and colorful infographics across CNBC and Synchrony social channels and a user-friendly content hub. The program launched at retail and ecommerce conference Shoptalk, then added new insights at other summits, enhancing its methods and reach. It even broadcast live Facebook interviews. The push to promote voice commerce, audio-based payments and its technology produced a 10% lift in recall and 13.5% lift in business intent users. Pay to play.

Credits: SYNCHRONY: Elspeth Dixon, SVP Corporate Brand, Synchrony Mason E. Narramore, VP, Brand Advertising & Content, Synchrony Aaron August, VP, Corporate Events, Corporate Communications, Synchrony Nicole F. Johnson, VP, Social Media, Synchrony Erica Manney, AVP, Social Media, Synchrony GIANT SPOON: Trevor Guthrie, Co-Founde, Giant Spoon Laura Correnti, Partner, Giant Spoon Corbin Brown, VP, Strategy Director, Giant Spoon Mike Valentin, Media Director, Giant Spoon David Jacobsen, Associate Experiential Director, Giant Spoon Nick Papa, Senior Media Strategist, Giant Spoon Ben Yarling, Senior Strategist, Giant Spoon Amanda Triglia, Media Strategist, Giant Spoon Alexa Masano, Experiential Producer, Giant Spoon Toby Boff, Associate, Giant Spoon CNBC: Bobbi Rebell – Host, State of Pay with Synchrony Jon Chase – Contributing Writer, State of Pay with Synchrony Mike Rucker – Vice President, The NBC News Brand Studio Jonah Weintraub – Executive Director – Video, The NBC News Brand Studio Elizabeth Barr – Editorial Director, The NBC News Brand Studio Karen Szeto - Director, CNBC Network Partnerships Connor Dougherty - Account Executive, The NBC News Group EDELMAN: Margaux LeBuffe, Senior Account Supervisor, Edelman Digital, Edelman

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Content Marketing

Food Truck Love by Lopito,Ileana & Howie  for AT&T/Lopito, Ileana & Howie

Cellphone service failed during Hurricane Maria, so getting users to like AT&T wasn’t easy. Enter a feel-good campaign — connecting with Puerto Ricans love of good, artisanal food at affordable prices. And throwing in an entertaining story line didn’t hurt. TV spots, print, digital ads, social media, live integrations and an interactive site pushed “Food Truck Love,” an engaging series The result? Sentiment toward the brand spun from negative to positive; and sales increased by 20% vs. 2017. Taste the love.

Credits: Client: Melissa Burgos - Director of Marketing PR/USVI (AT&T) Leymar Persico - Marketing PR/USVI (AT&T) Migdalia Diaz - Marketing PR/USVI (AT&T) Media: Alexandra Caraballo - Partner/Media Director (Lopito, Ileana & Howie) Grinoshka Bou - Digital Media Specialist (Lopito, Ileana & Howie) Carmen Rivera - Integrated Media Planner (Lopito, Ileana & Howie) Milka Seda - Integrated Media Group Director (Lopito, Ileana & Howie) Devaney Santana - Integrated Media Buyer (Lopito, Ileana & Howie) Creative/Digital Content: Armando Diaz - Digital Account Executive (Lopito, Ileana & Howie) Omar Vazquez - Art Director (Lopito, Ileana & Howie) Jose Menendez - Senior Web Developer (Lopito, Ileana & Howie) Rafael Refojos - Digital Content Manager (Lopito, Ileana & Howie) Account: Josue Gonzalez - Senior Account Director (Lopito, Ileana & Howie) Carlos Hernandez - Account Supervisor (Lopito, Ileana & Howie) Stephanie Hernandez - Account Supervisor (Lopito, Ileana & Howie) Creatives: Tere Davila - Partner/Creative Director (Lopito, Ileana & Howie) Ricardo Sanchez - Associate Creative Director (Lopito, Ileana & Howie) Lizzie Alamo - Senior Copywriter (Lopito, Ileana & Howie)

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Native Marketing

A Roundtrip to Adventure by WPP Horizon Team (Wavemaker & Ogilvy)  for British Airways

In hopes of increasing Americans' awareness of British Airways, the company partnered with The New Yorker to create a native cartoon campaign aimed at empty nesters. The cartoons -- all created by New Yorker cartoonist Emily Flake -- featured “Sam” and “Karen” embarking on their first child-free European vacation. The cartoons were featured in a native landing page, which over-delivered traffic expectations by 122%.

Credits: Patrick Link, Associate Planning Director, Wavemaker Sara Fass, Senior Associate, Wavemaker Alicia Muzyka, International Content Marketing, British Airways Viktoria Williams, Global Communications Manager, British Airways Gabbi Baker, Account Director, Ogilvy Zoe Baker-Peng, Account Executive, Ogilvy

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Creative

Surprising the Unsurprisable by MediaHub  for Netflix

Marketing the Netflix “Altered Carbon” TV series -- where human digital remains can be re-expressed after death into a new body -- might not be so intriguing to dubious seen-it-all sci-fi fans. But taking the show’s fictional company Psychasec into the real world of CES -- as well as staging a real-life protest -- provided some head-scratching thought. Also real bus shelters ads came to life -- 3D human-like figures. Videos shared were viewed 9 million times. Real life after life.

Credits: Chris Lee, Director of Consumer Marketing, Netflix; Aaron Jones, Consumer Marketing, Netflix; Markus Gerdemann, Global Creative Marketing, Netflix; Vivian Doute, Marketing Operations Print Producer, Netflix; John Moore, Global President, MullenLowe Mediahub; Sean Corcoran, EVP Director of the Americas, MullenLowe Mediahub; Christine Bradt, SVP Group Media Director, MullenLowe Mediahub; Laurel Boyd, SVP, Director of R+D Lab, MullenLowe Mediahub; Alli Blender, VP, Associate Media Director, MullenLowe Mediahub; Simeon Edmunds, VP, Associate Director, Media Content & Innovation, R&D Lab  MullenLowe Mediahub; Kelly Ross, Senior Media Planner, MullenLowe Mediahub; Alexis Westin, Senior Media Planner, MullenLowe Mediahub; David Bruce, Assistant Media Planner, MullenLowe Mediahub; Glyn Williams, VP, West Coast, Rapport; Molly McCarthy , VP, Production, Rapport; Nehemiah Campbell, Associate Media Director, Rapport; Nathalie Shushan, Senior Account Executive, Rapport; Alexandra Stark, Junior Account Executive, Rapport; Dan Portrait, Executive Creative Director, Kamp Grizzly; Dushane Ramsay, Strategist / Senior Project Manager, Kamp Grizzly; Valarie Šakota, Project Manager, Kamp Grizzly; Luke Yablonsky, Creative Director, Kamp Grizzly; Heather Noddings, Art Director, Kamp Grizzly; Ashley Marcu, Designer, Kamp Grizzly; Logan Corcoran, Writer, Kamp Grizzly; Nat Gray, Photographer, Kamp Grizzly; Erik Saltzman, Videographer, Editor, Kamp Grizzly

 

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Media Plan

Creating the Undead Lifestyle Trend by MediaHub  for Netflix

To promote the Netflix show, the show's lead realtor characters reached more than 50 million people through faux home listings and native search integrations on Realtor.com/Zillow; Engagement rates on the native units exceeded typical metrics on real estate sites by two to four times. More than 12,000 people visited 100 Drybar salons that offered complimentary blowouts. Limited-edition show juices from Gilt and Project Juice sold out via a flash sale on Gilt, doubling the benchmark from previous campaigns.

Credits: Kelly Hughes Consumer Marketing, UCAN Netflix Chris Lee Director, Marketing, UCAN Netflix Mia Vickers Manager, Global Creative Marketing Netflix Tricia del Rosario Marketing Program Manager, Innovation Acquisition Netflix Michael Moll Marketing Operations Netflix Kevin Laurino Marketing Operations Netflix John Moore Global President MullenLowe Mediahub Sean Corcoran Executive Director of the Americas MullenLowe Mediahub Christine Bradt SVP, Group Media Director MullenLowe Mediahub Jamie Dorfman VP, Group Media Director MullenLowe Mediahub Laurel Boyd SVP, Director of R+D Lab MullenLowe Mediahub Betsy Rosenbloom Senior Media & Content Creator, R+D Lab MullenLowe Mediahub Laura Kelly Associate Media Director MullenLowe Mediahub Ali Sakai Integrated Media Supervisor Mullen Lowe Mediahub Sydney Bernardo Senior Media Planner MullenLowe Mediahub Sophie Turner Media Planner Mullen Lowe Mediahub Nehemiah Campbell Associate Media Director Rapport Natalie Shushan Senior Account Executive Rapport Alexandra Stark Junior Account Executive Rapport

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Mobile Media

Cheetos Vision by Goodby Silverstein & Partners  for Cheetos

Staying true to their tradition of mischief, Goodby Silverstein & Partners and Frito Lay created Cheetos Vision, the first AI-powered camera that turns everything it films into Cheetos snacks. It uses deep learning and convolutional neural networks. Hundreds of thousands of photos were fed into AI and trained it to find within those photos Cheetos shapes. It took months of training. The technology was introduced at SXSW Interactive With billions of Cheetos shapes generated through the AI-powered camera, the campaign drove 300 million media impressions.

Affiliated Agency: OMD

Credits: Goodby Silverstein & Partners: CO-CHAIRMAN: Rich Silverstein CO-CHAIRMAN: Jeff Goodby CHIEF CREATIVE OFFICER: Margaret Johnson CREATIVE DIRECTOR: Jeff Gillette DIRECTOR OF CREATIVE TECHNOLOGY: Troy Lumpkin ASSOCIATE CREATIVE DIRECTOR: Kurt Mills ASSOCIATE CREATIVE DIRECTOR: Florian Marquardt ART DIRECTOR: Levi Russell COPYWRITER: Lucas Coutinho CREATIVE TECHNOLOGIST: August Bjornberg JUNIOR CREATIVE TECHNOLOGIST: Matthew Chiang DIRECTOR OF PRODUCTION: Margaret Brett-Kearns EXECUTIVE PRODUCER: Tena Goy INTERACTIVE PRODUCER: Severin Sauliere SOCIAL PRODUCER: Sammie Heston PRINT PRODUCER: Noah Dasho CONTENT CREATIVE: Isaak Le DIRECTOR OF COMMUNICATIONS: Meredith Vellines ACCOUNT DIRECTOR: Becca Morris ACCOUNT MANAGER: Molly Navalinski ACCOUNT MANAGER: Jacob Stitzel ACCOUNT MANAGER: Kieren Fickenscher COMMUNITY MANAGER: Kristine Ciardello GROUP BRAND STRATEGY DIRECTOR: Ralph Paone SENIOR BRAND STRATEGIST: Harper Bokum-Fauth COMMUNICATION STRATEGIST: Catherine Kim BUSINESS LEAD: Heidi Killeen MOTION CREATIVE DIRECTOR: Mike Landry MOTION ARTIST: Stephanie Sanchez MOTION ARTIST: Chris Seneker PHOTOGRAPHER: Quinn Gravier MEDIA AGENCY: OMD

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Multicultural/LGBT Media

BMW & Grindr - The Zero Filter Awards by UM  for BMW / BMW X2

LGBTQ community speaking out, with no filters, is a powerful marketing tool. BMW took that on for its all new BMW X2. It partnered with Grindr, the big LGBTQ social media site, to identify ‘Modern Maverick’ influencers, giving opportunity for users to celebrate their icons and heroes, as well as creating a live event celebration, the “Zero Filter Awards”. The deal drove 2,900 dealership visits, 62% coming from the live event, and generating the highest global traffic spike in Grindr’s history. Speaking out.

Affiliated Agency: Media Owner: Grindr

Credits: Nataly Caganaro, VP, Group Partner, Portfolio Management, UM; Molly Schultz, VP, Group Partner, Integrated Investment, UM; Paula Fedoris, SVP, Group Partner, Analytics, UM; Alex Ryan, SVP,Group Partner, Strategy, UM; Danny Huynh, SVP, Client Business Partner, UM; Chauncey Wesley, SVP, Group Partner, Integrated Investment, UM; Trevor Bozyk, VP, Group Content Director, UM; Sayli Thube, Manager, Integrated Investment, UM; Matthew Brodsky, Manager, Integrated Investment, UM; Kari Lang, Manager, Portfolio Management, UM; Matt Budke, National Sales Manager, Grindr; Kim Dailey, VP, Consulting, Octagon; Kim Fitzgerald, Account Manager, Consulting, Octagon; Gabe Dunn, Media Communications Manager, BMW; Trudy Hardy, VP, Marketing, BMW; Wolfgang Gross, Head of Brand Communications, BMW

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New/Emerging/Experimental Media

Project Dead Zone by Goodby Silverstein & Partners  for Xfinity

Dead wifi-home zones can be scary. But for millennials this doesn’t result in screaming; anger and indifference perhaps. A “Blair Witch” type of video for Comcast’s Xfinity lured users to an interactive event -- a famous haunted house, the Winchester Mystery House in San Jose -- where it installed super strong wifi units (called ‘xifi’) among 160 rooms—totaling 24,000 square feet. Not one signal drop. That got it 5.1 million views, 4,600 video completes, and 82,000 clicks to the Xfinity site. No fear here.

Affiliated Agency: Media Monks; Whitehouse Editorial; Spark Foundry; Performics

Credits: CREDITS CLIENT NAME: COMCAST BRAND: XFINITY SPOT NAME: PROJECT DEAD ZONE AIR DATE: 16 OCTOBER 2018 AGENCY: Goodby Silverstein & Partners CO-CHAIRMEN: Jeff Goodby and Rich Silverstein CHIEF CREATIVE OFFICER: Margaret Johnson CREATIVE DIRECTOR:JENS WAERNES CREATIVE DIRECTOR: JON WOLANSKE ASSOC. CREATIVE DIRECTOR: MARIA LEE ASSOC. CREATIVE DIRECTOR: JUSTIN RALPH ART DIRECTOR: JASPER YU COPYWRITER: DANIELLE GASBARRO DIR OF PROD, ASSOC PARTNER: TOD PUCKETT EXECUTIVE PRODUCER: JOSHUA GREENBERG ASSOCIATE PRODUCER: JOSH GOLDBERG DIRECTOR OF BRAND STRATEGY:JOHN THORPE GROUP ACCOUNT DIR: CHAD BETTOR ACCOUNT DIRECTOR: GEORGIA NEWTON ACCOUNT MANAGER:MADISON WHITLEY ASST. ACCOUNT MGR: CARMEN GUAN ASST. ACCOUNT MGR: KATE ALDERS GROUP CONTENT STRAT DIRECTOR:NICK REGGARS DIR. OF COMM. STRATEGY: MAREN SEVERTSON JR. COMM. STRATEGY:MADDIE BELT RESEARCH & ANALYTICS DIR.: CASSI HUSSAIN SR. RESEARCH & ANALYTICS STRAT: ALEX UFEN RESEARCH & ANALYTICS STRAT: DANIELLE MAINGOT DIRECTOR OF BUSINESS AFFAIRS:JUDY YBARRA BUSINESS AFFAIRS MANAGER:JAIME SZEFC PRODUCTION COMPANY: MEDIA MONKS COO: WESLEY TER HAAR MANAGING DIR. LA: OLIVIER KOELEMIJ WRITER/CREATIVE DIRECTOR: JASON ZADA WRITER: TIM IMMORDINO DoP/BROADCAST DIR: LEWIS SMITHINGHAM LIVE BROADCAST PARTNER:30 NINJAS LIVE AD:DAVID CHURCHILL VISTE EXECUTIVE PRODUCER: KELLY KANDLE PRODUCER: THERESA MARTH DIGITAL ASSETS:ALFREDO RIVERA ONLINE ASSETS:JOEY SERXNER SOUND DESIGNER:TIM GEDEMER ASST. SOUND DESIGNER:JULIAN AICHOLZ ON-SET MIXER: BEN ADAMS EDITING COMPANY: WHITEHOUSE EDITORIAL EDITOR: JAMES DIERX EXEC POST PRODUCER:JOANNA MANNING POST PRODUCER: SASHA GRUBOR MEDIA AGENCY: SPARK FOUNDRY SOCIAL MEDIA AGENCY: PERFORMICS

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Online Media: Branding

eCommerce Treasure Hunt by Starcom  for The Kraft Heinz Company / Cheez Balls

Kraft Heinz decided to bring back the Planters Cheez Balls in 2018, but needed a campaign to reunite them with fans. Starcom created a treasure hunt. Mr. Peanut released hints on Twitter, but the agency used ecommerce to give the hunt an unexpected twist. The hints were hidden on sites where people go to find items, such as eBay, Craigslist and LetGo. The can on eBay sold for over $2,000. The campaign drove 1.4 billion earned impressions and 70,000 engagements on Twitter.

Affiliated Agency: McGarryBowen, Olson

Credits: -

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Online Media: Search

Creative Search Engine Marketing Leads to a Surge in Quality Relationships by Empower  for Fifth Third Bank

Fifth Third Bank, with help from Empower, implemented search campaigns across Google, Yahoo and Bing to acquire new checking account customers through a combination of online and in-branch applications. Using data, the campaign ran in the first half of 2018, resulting in 71% more accounts opened with 38% less spend at a 20% lower cost per acquisition (CPA) versus the same time period in 2017. Several call to actions were tested, such as “Apply Now Online” versus “Download a Coupon and Apply in Branch.”

Affiliated Agency: NA

Credits: Nick Ferrugia, VP Digital Marketing Fifth Third Bank Jennifer Dougherty, SVP Digital Marketing Fifth Third Bank Joseph Seale, Director of Marketing Optimization Fifth Third Bank Shonna Morse, Director Search Empower Tenley Marsteller, Associate Director Account Empower Jennifer Stebner Jackson, VP Business Lead Empower

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Outdoor Media

The Disaster Artist - Billboard by Operam  for A24

Promoting the upcoming film, The Disaster Artist, the agency Operam promoted the A24 film by putting James Franco’s face and his personal phone number on a billboard. When people dialed the number Franco sometimes answered. Fans calling Franco had their phone numbers captured and matched for targeting on Facebook and Google Ads. The $10,000 investment earned 3.5 billion impressions worldwide and resulted in over 151,000 calls worldwide, or an average of 42 calls per hour during the campaign.

Affiliated Agency: Operam

Credits: A24 Client Dan Pittman - Media & Consumer Analytics Graham Retzik - Marketing Strategy and Materials Zoe Beyer - Creative Director, Marketing Danny Rivera - Creative Marketing Sofia Bonami - Creative Marketing OPERAM Media Planning and Buying Agency Johnny Wong - Co-Founder and President Charles Hsu - VP of Media Terrance Sheridan - Group Director, Paid Social Cypress Villaflores - Associate Account Director, Integrated Media Jerry Sommerville - Supervisor of YouTube and Search Michael Sadler - Senior Manager of YouTube and Search Alex Altschuler - Paid Social Manager P+A Print vendor Andrew Percival, P+A, Print Creative Director

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Performance Media & Marketing (including Direct Response, TV, Email, etc.)

Dexcom G6 Campaign by Marcus Thomas  for Dexcom

New diabetes monitoring units need to elicit deep understanding and care for prospective buyers. With a key two-month integration in the New York Times, the Dexcom G6 medical device benefited from a three minute film embedded into an article showing how sufferers can live normal lives. Consumer conversions were tracked using CRM data. Early on the campaign took in 107 million impressions and a 19% hike in site visitors. Year over year, the campaign drove 24% more leads. And no fingerpricking.

Credits: Mike Bloom, VP Global Strategic Marketing, Dexcom Chad Patterson, Marketing Director, Dexcom Anne Santoro, Marketing Manager, Dexcom Matt Hugel, Marketing Manager, Brand Communications, Dexcom Jill Lewis, VP Management Supervisor, Marcus Thomas LLC Carli Sidoti, Management Supervisor, Marcus Thomas LLC Raphael Rivilla, Partner/Media and Connections Planning, Marcus Thomas LLC Scott Chapin, SVP Digital Strategy, Marcus Thomas LLC Jim Sollisch, Partner/Creative Director, Marcus Thomas LLC Laura Seidel, Creative Director, Marcus Thomas LLC Stephanie Riediger, Senior Strategic Planner, Marcus Thomas LLC Lisa Holmgren, Senior Media Planner, Marcus Thomas LLC Annie Robinson, Assistant Account Executive, Marcus Thomas LLC Angela Besprozvanny, Digital Media Planner, Marcus Thomas LLC Megan Gannon, Art Director, Marcus Thomas LLC Rachel Hoskins, Copywriter, Marcus Thomas LLC Laurie Znidarsic, Senior Integrated Producer/Editor, Marcus Thomas LLC

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Print (magazines and newspapers)

The Chain by Google  for Google Pixel 2

Google's The Chain fashion magazine served as a digital chain letter using ten fashion influeners over 10 days to raise awareness for the Pixel 2 smartphone and its features in the UK. All content was captured with the smartphone, uploaded daily into The Guardian, and curated into over 50 digital articles, videos, and a 32-page glossy for distribution across London. The result was doubled unaided brand awareness and 40% spike in purchase intent.

Affiliated Agency: Essence, OMD, The Guardian

Credits: Essence OMD The Guardian

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Research/Consumer Insights

Culture of Proximity by Viacom Velocity  for Viacom Velocity

Driving through millennial culture can result in potholes, flat tires, and ultimate detours. For marketers, Viacom’s Velocity unit set out with a documentary on research called The Culture of Proximity, which among other things delved into value of influencers and how brands can find their own millennial sway. Getting to big industry events like Cannes Lions, as well as social media, and big thought magazine pieces were key. It generated 10.3 million overall impressions. In other words, one smooth, awesome road trip.

Credits: Chris Carlson, SVP, Velocity Creative Ellie Miltner, Director, Velocity Creative

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Social Media

HEINZ® MAYOCHUP TM sauce by Starcom  for The Kraft Heinz Company / HEINZ® MAYOCHUP TM sauce

One tweet launched 2.3 billion impressions. Mayonnaise has been around 262 years, so when Heinz wanted to debut a new one, it went rogue. Blending ketchup and mayo, it told U.S. users it would launch the product — provided enough Twitter voters gave it the thumbs-up. Nearly 1 million did! They even got a chance to name it — and mayochup was born. It appears in stores with an “As Seen on Twitter” call out on retail displays, celebrating a less-is-more effort.

Affiliated Agency: Twitter, VML, Olson

Credits: -

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TV or Interactive/Enhanced TV

MassMutual - The Unsung - Live Ad by Courageous Studios  for MassMutual

“The Unsung” features six stories about people who helped others in 2017 -- such as people who went out on boats in Galveston, Texas, to rescue those stranded by Hurricane Harvey -- along with a performance of The Pretenders' hit “I'll Stand By You.” The six stories were distributed on Great Big Story, CNN, and Facebook, and culminated in an ad broadcast live on CNN in the last spot of 2017.

Affiliated Agency: Giant Spoon, Johannes Leonardo

Credits: Giant Spoon: Trevor Guthrie, Co-founder Laura Correnti EVP, Managing Director, Media Justine Lyn VP, Media Paul Baranda Associate Director Account Management Caleb Smith Director of Brand Management Derek Lu Associate Media Director Walker Schiff Junior Strategist Mass Mutual: Jennifer Halloran Head of Brand and Advertising Kristin Lane Head of Brand Activation & Engagement Colin Browning Head of Social Media Christa Spengeman Advertising Director Liz Dorrance AVP, Content Johannes Leonardo: Emily Wilcox, head of account management Mark Aronson, Head of Strategy Mary Bakarich, Strategy Director Megan Piro, Head of Communications Strategy Kate Behne, Account Director Lily Shelmerdine, Account Supervisor CNN's Courageous Studio: Otto Bell (Chief Creative Officer) Lindsay Washick (Director of Production) Steve Dolce (Production Lead) David Walton Smith (Dir) Michael Southworth (Dir) Nick Brennan Richard Butterworth Owen Hamilton (Director of Photography) Andrew Smith (Director of Photography) Paul Sundue (Creative Director) Umbreen Butt Sam Spiegel (Director of Live Ad)

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VR/AR

VRnoculars by Colle McVoy  for Jackson Hole Travel & Tourism Board

Mountain resort area Jackson Hole looked to heighten visitor traffic with some futuristic visuals. Some retro “viewfinders” -- the kind in big national parks -- were retrofitted with VR technology and placed at the Minneapolis-St. Paul International Airport for visitors on their way to a busy baggage claim area for a big event, the Super Bowl. Total impressions came in at two million with 4,000 people watching all four videos. Foot traffic: First football, then to foothills.

Credits: Mike Caguin, Chief Creative Officer, Colle McVoy Laura Fegley, Executive Creative Director, Colle McVoy Dustin Black, Group Creative Director, Colle McVoy Michael Seitz, Design Director, 10 Thousand Design Lydia Choi, Art Director, Colle McVoy Jacob Boie, Designer, 10 Thousand Design Becca Abellera, Copywriter, Colle McVoy Carl Peterson, Copywriter, Colle McVoy Mike Schwab, Group Account Director, Colle McVoy Hannah Ockelmann, Account Executive, Colle McVoy Steve Knapp, Executive Director of Media, Colle McVoy Kerry Moore, Media Director, Colle McVoy Alyssa Marschner, Media Planner,Colle McVoy Gina Latterell, Interactive Producer, Colle McVoy Ben Buchner, Lead Project Manager, Colle McVoy John Borchardt, Director of Broadcast/Fabricator, Colle McVoy Hatch,
Jason Andrae, Creative Developer, Colle McVoy, Chris Moen, DevOps Engineer, Colle McVoy, Tom Ferrara, Senior Creative Technologist, Colle McVoy, Will Pierce, 3D Designer/Fabricator, Colle McVoy, Don Simon, Editor, Colle McVoy, Paul Lammert, Director of Technology, Colle McVoy, Justin Tholl, Editor, Colle McVoy


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