Super Bowl snacks during the big game can be a competitive battleground. Cheetos, in launching its new Crunch Pop Mix, used Snapchat image-recognition technology to let viewers “steal” the new snack right out of the TV screen by scanning the commercial. A 3D hand appears to pull the snack right out of the TV set. Some 50,000 bags were “stolen” (and then mailed to participants). Loyalty to Cheetos soared -- up a massive 2,500%, with a brand uplift of near 600%. A crunching score.

Credits: Frito-Lay Chief Marketing Officer - Rachel Ferdinando SVP, Core Brands - Marissa Solis Senior Brand Director - Jess Spaulding Marketing Director - Melody Macaluso Marketing Manager - Lauren Creed Marketing Analyst - Joey Rickert Director of Strategic Insights - Brodie Dunn Communications Director - Chris Yemma Brand Communications Senior Representative - Lindsey Smith Video Expert, APR - Carol Pock Talent CEO, Shakermaker - Emma Quigley Global Head of Business Affairs, Talent and Influencers, UEG - Dina Mallin Goodby Silverstein & Partners Chairman - Jeff Goodby Chairman - Rich Silverstein Chief Creative Officer - Margaret Johnson Creative Director - Eamonn Dixon Creative Director - Stefan Copiz Copywriter - Lennie Galloway Art Director - Thomas Gledhill Co-Director of Production - Leila Gage and Margaret Brett-Kearns Executive Producer - Sara Ward Senior Producer - Dan Watson Senior Producer - Noah Dasho Senior Producer - Alex Healy Managing Partner - Brian McPherson Group Account Director - Meredith Williams Account Director - Chris Nilsen Account Manager - Lindsay Foregger Account Manager - Maria Ragusa Assistant Account Manager - Tysjah Pitchford Partner, Head of Brand Strategy - Bonnie Wan Partner, Head of Communication Strategy - Christine Chen Group Brand Strategy Director - Ralph Paone Brand Strategy Director - Gabriella Dishtosky Senior Strategist - Shaza Elsheshtawy Comms Strategy Director - Caitlin Neelon Senior Comms Strategist - Drew Forrest Head of Business Affairs - Judy Ibarra Business Affairs - Kristian Evanculla Trafficking Manager - Rowena Cuejilo Hungry Man Director - Bryan Buckley Executive Producers - Mino Jarjoura & Caleb Dewart Head of Production - Marian Harkness Producer - Matt Lefebvre Production Supervisor - Cassidy Gill Cinematographer - Pär M. Ekberg Exile Editor - Kirk Baxter Assistant Editor - Mitch Goldberg Producer - David Won EP - CL Kumpata Head of Production - Jennifer Locke Beacon Street Studios Music, Mix & Sound Design Arrangement - Andrew Feltenstein & John Nau Engineer - Rommel Molina Executive Producer - Leslie DiLullo Senior Producer - Kate Vadnais a52 - VFX Studio VFX Supervisor - Andy Rafael Barrios Lead Flame Artist - Andy Rafael Barrios Flame Artists - Matt Sousa Online Editor - Kevin Stokes, John Valle Producer - Chris Lewis Head of Production - Stacy Kessler-Aungst Executive Producers - Patrick Nugent & Kim Christensen Managing Director - Jennifer Sofio Hall Colorist - Gregory Reese Producer - Jenny Bright Executive Producer - Thatcher Peterson

Live music can be a sticky branded entertainment platform. Now, add some gum. Melding with an existing Mars Wrigley Extra Gum campaign, focusing on “re-emerging into society”, MTV figured the big gum brand would work well for its “Video Music Awards” to hype live music returning for consumers after the pandemic. One intensive effort featured pop singer Troye Sivan. Overall the campaign produced more than 30 posts which brought in 18.5 million views, 72 million impressions, and 810,000 engagements. A familiar song is good.

Credits: Beth Trentacoste, SVP Creative Director, Velocity ViacomCBS, Meg Sudlik VP Creative Production, Velocity ViacomCBS, Dayo Harewood, VP Creative Director, Velocity ViacomCBS, John James Goldbeck, Creative Director, Velocity ViacomCBS, Jenny Lee, Executive Producer, Velocity ViacomCBS, Rhi Bergado, Director, LAIR, Erin O’Keefe, VP, Velocity ViacomCBS, Eddie Gutierrez, Sr. Director Velocity ViacomCBS, Nathan Pearson, Sr. Manager, Velocity ViacomCBS, Veronica Austin, Coordinator, Velocity ViacomCBS, David Fernandez, VP, Special Events, ViacomCBS, Alyssa English, Director, Special Events, ViacomCBS, Jennifer Estebo, Senior Manager, Special Events, ViacomCBS, Anica Bustamante, Coordinator, Special Events, ViacomCBS, Kate Roberts, Director of Design, Special Events, ViacomCBS, Leslie Waters - Sr. Associate Brand Manager, Mars Wrigley, Chanel Gant - Sr. Manager Brands & Content, Mars Wrigley, Samantha Sramowicz – Senior Media Manager, Mars, Michael Spinella - Associate Director (Paid Social), Mediacom, Devin Nugent – Supervisor (Planning), Mediacom, Justine Miras – Associate Director (Video Investment) Mediacom

VH1’s show “Black Ink Crew” documents the tattoo artists at a New York tattoo shop and the celebrities they cater to. For its 9th season, the show focused around the consequences of the pandemic that drove many Black-owned businesses to permanent closure. By identifying 20 Black-owned businesses in need and providing them with checks to spend on business and promotion, not only did VH1 promote the show, but also helped the local Black-owned businesses stay alive and thrive.

Credits: MTV Shawn Silverman, SVP of Consumer Marketing, MTV Entertainment Group Jyoti Menon-Varkey, SVP of Consumer Marketing, MTV Entertainment Group Megan Happ, Director of Consumer Marketing, MTV Entertainment Group Jonathan Kirkland, Manager of Consumer Marketing, MTV Entertainment Group Emily Crowley, Coordinator of Consumer Marketing, MTV Entertainment Group Mediahub/Rapport Yvonne Cain, SVP, Group Media Director, Mediahub Sarah Pelletier, SVP, Group Media Director, Mediahub Lauren Buscone, Associate Media Director, Mediahub Rachel Carey, Senior Media Planner, Mediahub Laurel Boyd, Chief Creative Media Officer, R+D Lab, Mediahub Simeon Edmunds, SVP, Creative Director, R+D Lab, Mediahub Betsy Rosenbloom, Senior Content Creator, R+D Lab, Mediahub Laura Brandes - Group Director, Rapport Peter Smith - Manager, Rapport

Wrangler Jeans faced competition from Levi's and Old Navy, and wanted to create a way to help young guys see the brand in a new light. The opportunity came when Adult Swim's Rick & Morty series, the top show for 18-to-34 males, wrote Wrangler into the finale. The brand created an apparel collection featuring a laser-etched denim jacket and t-shirt, and debuted it at the virtual Adult Swim Festival using custom videos, paid social and digital. Jackets and t-shirts sold out. It created the highest traffic for the website.

Credits: Julie Dalonzo, SVP Director, Starcom Todd Gaulocher, Associate Director, Starcom Gabrielle Celentano, Sr. Associate, Starcom Holly Wheeler, VP, Global Brand Marketing, Kontoor Brands Steve Armus, VP, Global Partnership and Licensing, Kontoor Brands Shea Carter, Senior Manager, Integrated Marketing, Kontoor Brands Edyie Bryant, Senior Marketing Manager, Kontoor Brands Ann Simmons, Brand Marketing Manager, Kontoor Brands Edward Poole, Director Partnership Marketing, Adult Swim Daphne Lin, Manager Brand Partnerships, Adult Swim

Fendt is a farm equipment brand typically well outspent by competitors. Looking to make cultural impact, it inked a partnership with major country music entertainer Luke Bryan -- who not so inconsequentially grew up on a farm -- taking on a sponsorship for the aptly named “Luke Bryan’s Farm Tour.” Additionally it produced “Rise Before Sunrise” -- a 20 episode video content series shot on Bryan’s farm and featured during his tour. Some 500,000 views were achieved, with Fendt.com rising by 130%. Growing.

Credits: Mike Caguin, Chief Creative Officer, Colle McVoy John Neerland, VP, Group Creative Director, Colle McVoy Lauren Colasanti, Senior Copywriter, Colle McVoy Lydia Choi, Associate Creative Director, Colle McVoy Dave Fransen, VP, Group Account Director, Exponent Bryan Munsell, Associate Account Director, Colle McVoy Steve Knapp, Managing Director, Media & Data Science, Colle McVoy Erick Jensen, VP, Group Media Director, Colle McVoy Sam Johnson, Senior Paid Search Strategist, Colle McVoy Carl Martin, Senior Content Specialist, Colle McVoy John Borchardt, Producer, Colle McVoy Allie Quinnell, Senior Project Manager, Colle McVoy Beth Smith, Broadcast Business Affairs Manager, Colle McVoy Joe DiPietro, Vice President and General Manager, Fendt North America Morgan Stallings, Director, Marketing, Fendt North America Conor Bergin, Brand Manager, Fendt North America FlyHi Films — Nashville, Production Company Ryan Schmidt, Executive Producer, FlyHi Films Michael Monaco, Director, FlyHi Films

Accenture partnered with New York Times to create a cutting edge business podcast called Built for Change. The podcast provides latest research findings, compelling conversations with industry thought leaders around the world, and new business perspectives on most poignant topics, manifesting Accenture as a leading voice in business and technology insights resulting in more than 80,000 downloads since the launch of the podcast.

Credits: Steve Connors – Senior Manager, Global Advertising, Accenture Ashley Williams – Associate Director, Global Brand Content, Accenture Marc Appel – Managing Director, Head of Global Brand Content, Accenture Sam Mouser - Senior Audio Producer, The New York Times Brenna Grant - Program Manager, The New York Times Sydney Levin - Creative Director, The New York Times Katie Wiggin - Director of Audio and Content, The New York Times Vida M. Cornelious - VP, Creative, The New York Times Kyle Amick - Client Lead, The New York Times Guy Griggs - Head of Industry, The New York Times Jennica Bocchino - Art Director, The New York Times Jon Glauber - Campaign Manager, The New York Times Caroline Keeshan - Audience Development Lead, The New York Times Sara Joyner – Producer, Gilded Audio Nicki Stein – Producer, Gilded Audio Whitney Donaldson - Director of Development and Production, Gilded Audio Nick Dooley - Technical Director, Gilded Audio Nicole Santagata – VP, Content Director, UM Jordan Richmond – Manager, Content, UM Michael Rees – VP, Portfolio Management, UM Gabe Cole – Sr. Associate, Portfolio Management, UM

To counter the bad timing of releasing apocalyptic virus series “Sweet Tooth” in pandemic’s wake, Neflix marketed the hell out of the show’s sweetest part: the hybrid, a human-animal. Hybrids made the covers of magazine, an AR lens helped fans create selfie hybrids, and much-seen video showed passersby reactions to animatronic hybrid baby-owl. Campaign drew some controversy but much buzz, fueling conversation about accepting those unlike ourselves. Results: 43 headlines, 82K social posts, 108 million earned impressions, 4X paid; show was #1 streamer in June.

Credits: Netflix Mike Rossetti, Director, US Media, Series, Netflix Cynthia Chang, Manager, US Media, Series, Netflix Ali Feinstein, Manager, US Marketing, Netflix Cassie Tregellas, Manager, US Marketing, Netflix Melinda Okoye, Marketing Creative Producer, UCAN, Netflix Mediahub Jackie Stasi, Chief Client Officer, Mediahub Laura Kelly, VP Group Media Director, Mediahub Sara Hilgendorf, Associate Media Director, Mediahub Alexis Ascher, Media Supervisor, Mediahub Nita Bhojwani, Media Planner, Mediahub Laurel Boyd, Chief Creative Media Officer, R+D Lab, Mediahub Simeon Edmunds, SVP Creative Director, R+D Lab, Mediahub Alexis Westin, Senior Content Creator, R+D Lab, Mediahub Doug Leasure, Content Creator, R+D Lab, Mediahub Madison Brinser, Content Creator, R+D Lab, Mediahub whoisthebaldguy Michael Krivicka, Director, whoisthebaldguy Christopher Yoon, Producer, whoisthebaldguy Raymond Hauserman, Production Manager, whoisthebaldguy Tawny Fernandez, Location Manager, whoisthebaldguy Chris Hadland, Director of Photography, whoisthebaldguy Tinsley Studio, Fabrication, whoisthebaldguy Eric Fielder, Puppeteer, whoisthebaldguy Gary Grove, Puppeteer, whoisthebaldguy Deborah Galvez, Puppeteer, whoisthebaldguy Melissa Blackwood, Talent, whoisthebaldguy

Straight Talk Wireless teamed up with Uproxx to produce “On Repeat”, a series of branded videos featuring new multicultural music stars: Bryce Vine, Empress Of, and Ingrid Andress. Embracing the new essentialism macro-trend, the musicians were shown making low-cost stylish wear while emphasizing the power of thrifting and upcycling. The DIY series were distributed via the Uproxx website and Youtube, driving tens of thousands of site visits and millions of video views.

Credits: Dan Thomann, VP, Media Director at Mediahub Emma Bianco, Media Supervisor at Mediahub Chesterson Etienne, Assistant Media Planner at Mediahub Amanda Leahy, VP, Director of Communications Planning at Mediahub Nicole Donnellan, Communications Planner at Mediahub Michelle Daidone, SVP, Group Media Director at Mediahub

Partnering with Commit to C.A.R.E. (Care About Racial Equity), Dove Men+Care and the National Basketball Players Association created “deep-dive” videos telling personal stories of 11 Black NBA players, debuting during such telecasts as the NBA Finals and Monday Night Football. Other campaign elements included “Tech and Talk” virtual camps in partnership with players’ charities. The campaign, says Unilever, has not only raised association of the brand with positive perceptions of Black men and racial equity, but increased brand awareness (+4%), perception (+13%) and consideration (+12%).

Credits: David Lang Chief Content Officer, Content+ Oversight and Direction on Entry Development. Production/ Content Lead Mindshare David.Lang@MindShareWorld.Com Greg Manago President, Content+ Oversight and Direction on Entry Development. Production/ Content Lead Mindshare Greg.Manago@mindshareworld.com Josh Spiegelman Managing Director, Content+ Entry Lead, Content/Partnerships Lead, Internal Liaison, Copywriting, Creative Mindshare Joshua.Spiegelman@MindshareWorld.Com Stacey Abreu Managing Director, Strategic Planning Entry Lead, Media Input Lead, Liaison, Copywriting, Creative Mindshare stacey.abreu@mindshareworld.com Alex Spaseff Director, Strategic Planning Media Input Lead, Liaison, Copywriting, Mindshare Alexandra.Spaseff@MindshareWorld.Com Tiffany Li Associate Director, Strategic Planning Media Input Lead, Liaison, Copywriting, Mindshare tiffany.li@mindshareworld.com Justin Odell Manager, Content+ Research, Copywriting, Creative, Partnerships/Content Support Mindshare justin.odell@mindshareworld.com Grant Lipschultz Producer, Content+ Research, Copywriting, Creative, Partnerships/Content Support Mindshare grant.lipschultz@mindshareworld.com Victoria Mechanic Manager, Strategic Planning Media Input support Mindshare victoria.mechanic@mindshareworld.com Orlena Nwokah Blanchard President & COO, JOY Collective Overall Support, Script Collaboration, Creative Development JOY Orlena@joycollective.com Kelli Richardson Lawson CEO, JOY Collective Overall Support, Script Collaboration, Creative Development JOY Kelli@joycollective.com Jess Ostrau VP, Edelman Overall Support, PR Edelman Jessica.Ostrau@edelman.com Tony Nikolla VP, Edelman Overall Support, PR Edelman tony.nikolla@edelman.com Brenna MacMillin Senior Director, JOY Collective Overall Support JOY brenna@joycollective.com Michael Muse Director, JOY Collective Overall Support JOY muse@joycollective.com

HSBC invested up to $1 trillion to help businesses reach net zero by 2050 to create a sustainable future. Digital billboards helped nearby plants, trees and flowers grow on streets of New York City. Wunderman Thompson Canada partnered with LinkNYC and JCDecaux to create a map of New York City, identifying 80 locations where greenery could be directly affected by an existing digital OOH board nearby. The ads emitted blue light known to encourage chlorophyll absorption, photosynthesis and plant growth. The campaign generated over 22 million impressions during COP26.

Credits: Agency: Wunderman Thompson Canada VP, Executive Creative Director: Ari Elkouby Copywriter: Kyle Carpenter Art Director: Lily Coyle Managing Director: Scott Miskie Account Team: Chandler Powell, Daniella Agency Producer: Jennifer Cotton Producer: Amy Quick, Demi Veselinovic Strategy: Matt Ball, Barbara Jung Project Manager: Anaysha Jairam Production: Sauce Production Editor(s): Brett Erina, Ben Badger Videography: Joseph Bressler CGI: The Faculty Media: Omnicom Media Group Client: HSBC US Clients Clients: Mira Hamade, Allison Warren, Kate Fullam

To promote the sequel Coming 2 America, Initiative created an integrated campaign that aimed to bridge the 30-year gap in pop culture and the way audiences interact with comedy today. The Royal Impact was made across three pop culture categories - Sports, Music, and Comedy by establishing a presence within the AFC championship and the Super Bowl, creating partnerships with broadcast and streaming platforms, and creating shareable content, making Coming 2 America an instant hit.

Credits: Sharon Boddie, Head of Media, Amazon Prime Video Javier Dimirez, Sr. Media Manager, Amazon Prime Video Nancy Yip Ramos, US President, Rufus Kumar Kanagasabapathy, Head of Global Strategy, Rufus Kyle Reasor, Director, Rufus Brad Stoner, Managing Director, Rufus Nicole Meyers, Group Director, Rufus Jamie Sarmiento, Director, Rufus Alex Ruffing, Director, Rufus Viridiana Chow, Manager, Rufus Piper Wirth, Group Director, Rapport Kari Golias, Associate Director, Rapport

Cheetos teamed up with Bad Bunny and adidas Originals to drop a limited-edition clothing line. To thwart bots and resellers who might edge out real Cheetos fans, the brand created Cheetle iD, a first-of-its-kind way to unlock early access. Fans flashed the Cheetos dust on their fingertips. The camera on CheetleiD.com either recognized Cheetle-covered fingertips and gave access, or kicked users off if no dust was detected. The groundbreaking fashion event garnered over 3.91 billion impressions.

Credits: tbd

Target identified Black-owned businesses to help tell their founders’ stories and journey to selling goods at the retailer. It created a YouTube series with Open Influence with help from digital storyteller Hallease, who developed a five-part video series called “Convos with CEOs.” Target was integrated into the storytelling. Verbal mentions about products featured at Target ran across multiple channels, from YouTube to Instagram. The five YouTube episodes received 6.4 million views, 4.2 million impressions, and 107.3K hours of watch time. The five Instagram reels garnered 28.1K views 30.5K, generating 2.7k total impressions.

Credits: Target team: Ligia Britto - Marketing Associate Gina Walters - Sr Media Channels & Activations Manager Danielle Spikener - Director, Media Connections + Investment Cate Abbott - Director, Social Katie Tucker - Social Project Manager Fatin Omerabi - Social Strategist Google/YouTube Team: Lori Schak - Sponsorship Deal Lead Liz Bagu - Sponsorship Program Specialist Khadijah Jones - Senior Account Strategist, Agency Open Influence Team: Maggie Reznikoff - Director of Account Management Jenifer Golden - Account Director Caroline Clausen - Associate Account Manager Hallease Narvaez - Creator

To convince consumers that a $12 stick of deodorant with no aluminum and no parabens could get the job done, the campaign creative celebrated the “no.” Facebook, Instagram, display, audio, MikMak and ThinkDirty resulted in over 100 assets to drive consumers in-store to make a purchase. The work achieved an ad effectiveness score of 174, in-store saleslift of 137.6% and a 105 SeeHer GEM score. Plus, the brand doubled aided awareness, increased consideration by 7%, and increased household penetration by over 1%.

Credits: Peyton Sutton, VP Account Management, Curiosity Katie Gerdes, Creative Director, Curiosity Andy Millard, Senior Designer, Curiosity Jane Manchester, Creative Director, Curiosity Katie Price Ross, Director of Activation, Curiosity

To help create a sustainable future, HSBC launched an eco-digital campaign to underscore the United Nation’s COP 26 climate summit. Digital billboards in Manhattan emitted a specific blue light within a 400-500 nanometer range of nearby trees and flowers, encouraging chlorophyll absorption, photosynthesis and plant growth. The campaign, strategically placed in green areas near the UN and embassies of major COP26 players, generated 22 million + impressions during the summit. Its biggest gain — contributing to a greener city.

Credits: Agency: Wunderman Thompson Canada VP, Executive Creative Director: Ari Elkouby Copywriter: Kyle Carpenter Art Director: Lily Coyle Managing Director: Scott Miskie Account Team: Chandler Powell, Daniella Agency Producer: Jennifer Cotton Producer: Amy Quick, Demi Veselinovic Strategy: Matt Ball, Barbara Jung Project Manager: Anaysha Jairam Production: Sauce Production Editor(s): Brett Erina, Ben Badger Videography: Joseph Bressler CGI: The Faculty Media: Omnicom Media Group Client: HSBC US Clients Clients: Mira Hamade, Allison Warren, Kate Fullam

First Media’s food brand, So Yummy, partnered with Walmart to create a shoppable, content to commerce strategy. The 12-week campaign consisted of original video content for social and television designed to engage consumers. It was centered on So Yummy’s new food reality show competition called Unbox’d. During the show three top social media food influencers competed to create the best meal. The recipes were shoppable for millions of viewers. Products and ingredients in each segment could be purchased on Walmart.com in just a few clicks.

Credits: Guy Oranim, CEO, First Media Sharon Rechter, President, First Media Aerin Arkoff Cann, Vice President, Marketing & Client Services, First Media Tess Panzer, SVP, Creative, So Yummy, Blossom & Blusher, First Media Carrie Dole, Vice President, Operations & Production, First Media

To promote its “Sweet Tooth” series about a hybrid boy/deer, Netflix debuted a “hybrid first” campaign in newspapers (“USA Today”) and magazines nationwide, sparking debate across social media. An animatronic hybrid, half human baby, half owl, was created and taken for a stroll in LA. People were stunned! Kids were especially kind, insisting it was wrong to reject those who were different. The campaign highlighted the series – with 82,000 social posts and108 million earned impressions. “ST” became the No. 1 streaming series in June.

Credits: Netflix Mike Rossetti, Director, US Media, Series, Netflix Cynthia Chang, Manager, US Media, Series, Netflix Ali Feinstein, Manager, US Marketing, Netflix Cassie Tregellas, Manager, US Marketing, Netflix Melinda Okoye, Marketing Creative Producer, UCAN, Netflix Mediahub Jackie Stasi, Chief Client Officer, Mediahub Laura Kelly, VP Group Media Director, Mediahub Sara Hilgendorf, Associate Media Director, Mediahub Alexis Ascher, Media Supervisor, Mediahub Nita Bhojwani, Media Planner, Mediahub Laurel Boyd, Chief Creative Media Officer, R+D Lab, Mediahub Simeon Edmunds, SVP Creative Director, R+D Lab, Mediahub Alexis Westin, Senior Content Creator, R+D Lab, Mediahub Doug Leasure, Content Creator, R+D Lab, Mediahub Madison Brinser, Content Creator, R+D Lab, Mediahub whoisthebaldguy Michael Krivicka, Director, whoisthebaldguy Christopher Yoon, Producer, whoisthebaldguy Raymond Hauserman, Production Manager, whoisthebaldguy Tawny Fernandez, Location Manager, whoisthebaldguy Chris Hadland, Director of Photography, whoisthebaldguy Tinsley Studio, Fabrication, whoisthebaldguy Eric Fielder, Puppeteer, whoisthebaldguy Gary Grove, Puppeteer, whoisthebaldguy Deborah Galvez, Puppeteer, whoisthebaldguy Melissa Blackwood, Talent, whoisthebaldguy

Adobe turned to Forbes to conduct a survey of more than 500 senior digital and technology executives. The goal was to educate business decision-makers on how to transform their workplace and workflows. The findings in were so influential that they made it everywhere from Forbes CIO Summit to Adobe’s celebrated summit. The data also helped educate the multi-platform campaign that went live in April 2021. From 12,000+ person webinars to thousands of leads generated from content, the numbers are surpassing industry benchmarks.

Credits: Adobe: Marc Blakeney: Director, Enterprise Marketing, Digital Media Henrik Owenmark: Marketing Lead, Partner Marketing, Digital Media Karen Kobleur: Enterprise Marketing Campaign Manager Sulu Gopal: Head of Global Enterprise Marketing Cheryl Striepe: Enterprise Acquisitions Campaigns Kari Norder: Group Product Marketing Manager Forbes: Tara Michaels: Director, Strategic Partnerships Alex Cohn: Sales Planner Adelaide Hill: Senior Manager, Content Partnerships Ross Gagnon: Director of Research Meenal Vamburkar: Editor, Forbes Content Studio Todd Della Rocca: Project Manager Jennifer Ramos: Designer Peter Sarnoff: Manager, Content Partnerships

In the U.S. only 25% of parents are aware of the Dove Self-Esteem Project (DSEP), which has been around for 15 years, but the company now wanted to go directly to the young girls. Mindshare was challenged to develop a campaign that would help DSEP reach GenZ girls, so the agency created a campaign on TikTok to build a content stream over 21x days, leaning on six influencers that GenZ teens trust. The partnership with TikTok garnered 63 million impressions and increased awareness of Dove’s message amongst GenZ by more than 5.4%.

Credits: Kathryn Fernandez (Global Brand Director, Dove Masterbrand); Hannah Burns (Global Senior Brand Manager, Dove Masterbrand); Jovan Martin (Unilever Media, Head of BPC Media); Jillian Shaw (Unilever Media, Media Manager); Daniel Eckrote (Managing Director, Mindshare); Chris McCraw (Director, Mindshare): Michelle Morgan (Associate Director, Mindshare); Ann Kelsey (Branded Content Producer, Mindshare); Leah Sichenzio (Associate, Mindshare), Tessa Green (Director, Mindshare), Zinmin Zhang (Associate Director, Mindshare), Daniel Ottinger (Associate Director, Mindshare), Chelsea Heath (Manager, Mindshare), Lauren Sohnen (Associate Director, Mindshare), Ajayne Totten (Associate Director, Mindshare)

Super Bowl snacks during the big game can be a competitive battleground. Cheetos, in launching its new Crunch Pop Mix, used Snapchat image-recognition technology to let viewers “steal” the new snack right out of the TV screen by scanning the commercial. A 3D hand appears to pull the snack right out of the TV set. Some 50,000 bags were “stolen” (and then mailed to participants). Loyalty to Cheetos soared -- up a massive 2,500%, with a brand uplift of near 600%. A crunching score.

Credits: Frito-Lay Chief Marketing Officer - Rachel Ferdinando SVP, Core Brands - Marissa Solis Senior Brand Director - Jess Spaulding Marketing Director - Melody Macaluso Marketing Manager - Lauren Creed Marketing Analyst - Joey Rickert Director of Strategic Insights - Brodie Dunn Communications Director - Chris Yemma Brand Communications Senior Representative - Lindsey Smith Video Expert, APR - Carol Pock Talent CEO, Shakermaker - Emma Quigley Global Head of Business Affairs, Talent and Influencers, UEG - Dina Mallin Goodby Silverstein & Partners Chairman - Jeff Goodby Chairman - Rich Silverstein Chief Creative Officer - Margaret Johnson Creative Director - Eamonn Dixon Creative Director - Stefan Copiz Copywriter - Lennie Galloway Art Director - Thomas Gledhill Co-Director of Production - Leila Gage and Margaret Brett-Kearns Executive Producer - Sara Ward Senior Producer - Dan Watson Senior Producer - Noah Dasho Senior Producer - Alex Healy Managing Partner - Brian McPherson Group Account Director - Meredith Williams Account Director - Chris Nilsen Account Manager - Lindsay Foregger Account Manager - Maria Ragusa Assistant Account Manager - Tysjah Pitchford Partner, Head of Brand Strategy - Bonnie Wan Partner, Head of Communication Strategy - Christine Chen Group Brand Strategy Director - Ralph Paone Brand Strategy Director - Gabriella Dishtosky Senior Strategist - Shaza Elsheshtawy Comms Strategy Director - Caitlin Neelon Senior Comms Strategist - Drew Forrest Head of Business Affairs - Judy Ibarra Business Affairs - Kristian Evanculla Trafficking Manager - Rowena Cuejilo Hungry Man Director - Bryan Buckley Executive Producers - Mino Jarjoura & Caleb Dewart Head of Production - Marian Harkness Producer - Matt Lefebvre Production Supervisor - Cassidy Gill Cinematographer - Pär M. Ekberg Exile Editor - Kirk Baxter Assistant Editor - Mitch Goldberg Producer - David Won EP - CL Kumpata Head of Production - Jennifer Locke Beacon Street Studios Music, Mix & Sound Design Arrangement - Andrew Feltenstein & John Nau Engineer - Rommel Molina Executive Producer - Leslie DiLullo Senior Producer - Kate Vadnais a52 - VFX Studio VFX Supervisor - Andy Rafael Barrios Lead Flame Artist - Andy Rafael Barrios Flame Artists - Matt Sousa Online Editor - Kevin Stokes, John Valle Producer - Chris Lewis Head of Production - Stacy Kessler-Aungst Executive Producers - Patrick Nugent & Kim Christensen Managing Director - Jennifer Sofio Hall Colorist - Gregory Reese Producer - Jenny Bright Executive Producer - Thatcher Peterson