Creative Media Awards

Audio

BIC Soleil 2016 Awareness Campaign  by Cramer-Krasselt Chicago  for  BIC Soleil

C-K and BIC Soleil were challenged to make shaving fun for women, and show it through an emotional experience. The campaign leveraged Spotify's playlist feature and audience segment of females who listened to the streaming music site more than two hours daily. Four influencers created playlists such as "Shower" and "Getting Ready" that fit the summer theme and mood. Content was pushed out through Sharethrough. Soleil has over 100K organic streams of their playlist and 74% increase in brand awareness.

Affiliated Agency: Spotify - Partner

Credits: Ken Erke – Senior Vice President, Executive Creative Director – Cramer-Krasselt; Jimmy Dietzen – Creative Director – Cramer Krasselt; Jaime Flynn – Art Director – Cramer-Krasselt; Jen Stopka – Copywriter – Cramer-Krasselt; Valicia Brown – Associate Media Director – Cramer-Krasselt; Ashley Bain – Senior Media Planner – Cramer-Krasselt; Stephen Potter – Assistant Media Planner – Cramer-Krasselt; Samantha Maraval – Vice President, Account Supervisor – Cramer-Krasselt; Anna Johnson – Account Executive – Cramer-Krasselt; Kate Grabinski – Senior Account Manager – Spotify

Branded Entertainment: Brand/Product Placement

Ellen  by Carat  for  GM: Chevrolet

Does it get any bigger than "Ellen"? No, it does not. Chevy sought awareness for its relaunched Malibu, which had been often maligned. By integrating with the show's segments, it built awareness piece by piece, creating excitement along the way. Women went wild when they heard they were being given the car. Brand opinion was up by a third, the giveaway videos reached 7.6 million views with an average view time of over 3 minutes! Now, that's engagement.

Affiliated Agency: Commonwealth//McCann: Creative, Fleishman-Hillard:PR, iProspect: Paid Social

Credits: Alex Crowther – Global President, GM, alex.crowther@dentsuaegis.com Abbey Berryman – EVP, Global Business Lead, abbey.berryman@dentsuaegis.com Dave Fasola – EVP, Global Director, david.fasola@carat.com Molly Marchese – SVP, Director, molly.marchese@carat.com Adam Comstock – VP, Director, adam.comstock@carat.com Angela Steele – EVP, Global Head of Product, angela.steele@carat.com, The Story Lab

Branded Entertainment: Contests/Events/Experiential

The Grammy’s  by The Content Collective, OMD, Resolution Media  for  Intel

Intel teamed up with Lady Gaga to create a GRAMMY performance that combined art, music, creativity and technology. Initial ideas were scrapped when David Bowie passed away one moth before the GRAMMYs. The performance became a tribute to the iconic musician, with Lady Gaga controlling the stage effects (face-scanning and video projections) in real-time using a ring built with Intel technology. The performance was viewed by 25MM during the broadcast and garnered 264MM social media impressions.

Affiliated Agency: Agency - OMD, The Content Collective, Resolution Media Creative agency – Intel Agency Inside, Greenlight PR agency - Zeno Brand - Intel Network - CBS Client – Intel Corporation Production Company- Prettybird

Credits: President / Chief Content Officer / Claudia Cahill / Content Collective / Los Angeles / Claudia.Cahill@cc-inc.usDirector Director / Katherine Green / Content Collective Los Angeles / Katherine.Green@cc-inc.us Group Director / Israel Mirsky / OMD / Chicago Israel.Mirsky@omd.com Group Director / Lauren McCracken / OMD / Chicago / Lauren.McCracken@omd.com Digital Group Director / Beth Bridenstine / OMD Chicago / Beth.Bridenstine@omd.com Digital Supervisor / Harry Hopkins / OMD / Chicago / Harry.Hopkins@omd.com Social Media Supervisor / Alicia Carroll / Resolution Media / Chicago / ACarroll@resolutionmedia.com Social Media Associate Director / Brittani Hunter / Resolution Media / Chicago / BHunter@resolutionmedia.com Social Media Strategist / Ilana Rosin / Resolution Media / Chicago / IRosin@resolutionmedia.com VP, Global Marketing and Communications / Global Creative Director / Teresa Herd / Intel / Teresa.Herd@intel.com VP Global Marketing and Communications / GM Brand and Reputation Marketing / Penny Baldwin / Intel / Penny.Baldwin@intel.com Global Marketing and Communications / Account Director / Amanda Marvel / Intel / Amanda.Marvel@intel.com Global Marketing and Communications / Sr Producer and Broadcast Manager / Lisa Christman / Intel / Lisa.Christman@intel.com Global Marketing and Communications / Sr Account Executive / Kinnari Desai / Intel / Kinnari.Desai@intel.com Global Marketing and Communications / Director Brand Experiences / Kari LeMiere / Intel / Kari.LeMiere@intel.com Global Marketing and Communications / Media Director / Ashley Cole / Intel / Ashley.Cole@intel.com Global Marketing and Communications / US Campaigns / Katie Lee / Intel / Katie.Lee@intel.com Global Marketing and Communications / Manager / Nancy Demerling / Intel / Nancy.Demarling@intel.com Global Marketing and Communications / Digital & Social Strategist / Gunjan Rawal / Intel / Gunjan.Rawal@intel.com Global Marketing and Communications / US Social Media / Sean Cahill / Intel / Sean.p.cahill@intel.com Global Marketing and Communications / Director of Public Relations / Jaime Le / Intel / Jaime.le@intel.com Director / Director / Ruth Hogben / Prettybird Artist / Executive Producer / Lady Gaga / Haus of Gaga Co-founder and President / Co-founder and President / Kerstin Emhoff / Prettybird / kerstin@prettybirdus.com Executive Producer / Executive Producer / Suzanne Hargrove / Prettybird Executive Producer / Executive Producer, Integrated Production / Derek Richmond / Prettybird / derek@prettybirdus.com Line Producer / Line Producer / Keeley Gould / Prettybird / keeleygould@me.com President / President / Dominic Sandifer / Prettybird Executive Creative Director / Executive Creative Director / Nick Davidge / Greenlight / nick.davidge@greenlightmm.com Director Digital Production / Director Digital Production / Jennifer Palais / Greenlight / Jennifer.palais@greenlightmm.com VP / VP / Sabrina Lynch / Zeno Group / Sabrina.lynch@zenogroup.com Creative Technologist / Creative Technologist / Benjamin Males / Studio XO Creative Technologist / Creative Technologist / Nancy Tilbury / Studio XO

Branded Entertainment: Original Film/Video

Captain Obvious Race for President  by CP+B  for  Hotels.com

Humor sells. And in a bitter and nasty electoral year, that’s “yuge.” Finally, a candidate everyone can support: Hotel.com’s Captain Obvious! The kooky captain visited every state, gathering wacky content for state-specific messages. The 51 films were shown on his Web site. Users could follow his campaign on an interactive map — and the hotels he stayed in. Facebook helped spread Obvious’ messages; the total media effort drove 432 million earned media impressions and over 127,000 site visits. Finally, we have consensus.

Credits: Ralph Watson, Chief Creative Officer Matt Talbot, Executive Creative Director Brian Friedrich, Creative Director Jexy Holman & Nuno Teixeira, Associate Creative Directors Harold Jones, Technical Director Sarah Castner, Account Director Brice Tomlinson, Content Supervisor Kelly Boyer, Content Supervisor Alyssa Fitterer & Ilyssa Schwartz, Content Manager Sloan Schroeder, Associate Director of Content Production Jesse Jones, Group Executive Interactive Producer Dan Corken, Sr. Integrated Producer Addison Born, Intrgated Broadcast Producer Rachel Noonan, Jr. Video Producer Chris Shewmake, Associate Media Director Matt Campbell, Associate Media Director

Business Media

Make a Masterpiece  by Goodby Silverstein & Partners  for  Adobe

Rembrandt’s “Sea of Galilee” painting was stolen in 1990 — and never seen again. Or was it? For the “Make a Masterpiece” campaign, Adobe selected lost treasures and commissioned artists to recreate them — using only photos from Adobe’s stock library. To illustrate the artistry, time-lapse videos showcased recreations on various sites, like Fast Company and Complex. Plus, a flip book brought the masterworks to life in the corners of the magazines. Talk about a lost-and-found bonus: Unaided awareness increased 61%; sales jumped 33%.

Credits: Goodby Silverstein & Partners Creative Co Chairman, Partner: Rich Silverstein and Jeff Goodby Executive Creative Director: Margaret Johnson Creative Director: Will Elliott Creative Director: Patrick Knowlton Art Director: Bennett Austin Copywriter: Jordan Dodson Sr. Designer: Tana Cieciora Production Director of Broadcast Production: Tod Puckett Director of Interactive Production: Margaret Brett-Kearns Director of Graphic Services: Jim King Interactive Producer: Severin Sauliere Account Services Managing Partner: Robert Riccardi Account Director: Theo Abel Account Manager: Molly Navalinski Assistant Account Manager: Aliza Niewood Brand and Communication Strategy Director of Brand Strategy: Bonnie Wan Brand Strategist: Etienne Ma Director of Communication Strategy: Christine Chen Communication Strategy Deputy Director: Dong Kim Senior Communication Strategist: Caitlin Neelon Communication Strategist: Natalie Williamson Jr. Communication Strategist: Chloe Bosmeny Research & Analytics Director: Cassi Husain Business Affairs Business Affairs Manager: Heidi Killeen Digital Artists Mike Campau Karla Cordova Jean-Charles Debroize Ankur Patar Erik Almas _______________________________ Artist Video & Overview Video: Production Company Company name: Emotion Studios Director: Glen Janssens Director of Photography: Andy Lilien Line Producer: Chris Loukides Executive Producer: Glen Janssens Editorial Company Company name: Emotion Studios Editor: Jae Lee 2nd Editor: Chu Chun Tao Senior Producer: Lori Muttersbach Producer: Brady Fiero Telecine Company name: Emotion Studios Senior Colorist: Will Smith VFX/Finishing Senior Producer: Lori Muttersbach Producer: Brady Fiero VFX Coordinator: Ikuko Kobayashi Motion Graphic Designer: Mark Woloschuk Mix and Sound Design: Elevel Mix and Sound Design: Dave Baker AV Director: Luke Dillon Interactive site & Timelapse Videos: Digital Production Company Company name: MediaMonks Founder and CEO: Wesley ter Haar Director of Production: Richard Nieuwenhuis Creative Director: Alex Danklof Post Production Company Company name: Umlaut Executive Producer: Gina Locurcio Line Producer: Kelly Gibbs Editor: Chris Gamino Editor: Peter Geiger Music Music Supervisor Todd Porter :30 Adobe Stock Overview + 4 timelapse videos Music Track Name: “START SHOOTIN” Band: Little People 2:03 Artist Video Music Track Name: “ALL RES” Band: Go Go Penguin

Content Marketing

The Grammy’s  by The Content Collective, OMD, Resolution Media  for  Intel

Intel’s quest is to help people “Experience Amazing” by disrupting perceptions and fundamentally repositioning how people worldwide view the Intel brand. Intel achieved brand relevancy by integrating with The Grammy’s and collaborating with Lady Gaga. Intel and Gaga produced a one-of-a-kind, unforgettable, tech-inspired music experience that showcased Intel’s innovative technology through artist performance and fan experience. The program generated an 11pt lift. The Intel + Lady Gaga experience was viewed by 25MM in the broadcast and it garnered 264MM+ total social impressions.

Affiliated Agency: Agency - OMD, The Content Collective, Resolution Media Creative agency – Intel Agency Inside, Greenlight PR agency - Zeno Brand - Intel Network - CBS Client – Intel Corporation Production Company- Prettybird

Credits: President / Chief Content Officer / Claudia Cahill / Content Collective / Los Angeles / Claudia.Cahill@cc-inc.usDirector Director / Katherine Green / Content Collective Los Angeles / Katherine.Green@cc-inc.us Group Director / Israel Mirsky / OMD / Chicago Israel.Mirsky@omd.com Group Director / Lauren McCracken / OMD / Chicago / Lauren.McCracken@omd.com Digital Group Director / Beth Bridenstine / OMD Chicago / Beth.Bridenstine@omd.com Digital Supervisor / Harry Hopkins / OMD / Chicago / Harry.Hopkins@omd.com Social Media Supervisor / Alicia Carroll / Resolution Media / Chicago / ACarroll@resolutionmedia.com Social Media Associate Director / Brittani Hunter / Resolution Media / Chicago / BHunter@resolutionmedia.com Social Media Strategist / Ilana Rosin / Resolution Media / Chicago / IRosin@resolutionmedia.com VP, Global Marketing and Communications / Global Creative Director / Teresa Herd / Intel / Teresa.Herd@intel.com VP Global Marketing and Communications / GM Brand and Reputation Marketing / Penny Baldwin / Intel / Penny.Baldwin@intel.com Global Marketing and Communications / Account Director / Amanda Marvel / Intel / Amanda.Marvel@intel.com Global Marketing and Communications / Sr Producer and Broadcast Manager / Lisa Christman / Intel / Lisa.Christman@intel.com Global Marketing and Communications / Sr Account Executive / Kinnari Desai / Intel / Kinnari.Desai@intel.com Global Marketing and Communications / Director Brand Experiences / Kari LeMiere / Intel / Kari.LeMiere@intel.com Global Marketing and Communications / Media Director / Ashley Cole / Intel / Ashley.Cole@intel.com Global Marketing and Communications / US Campaigns / Katie Lee / Intel / Katie.Lee@intel.com Global Marketing and Communications / Manager / Nancy Demerling / Intel / Nancy.Demarling@intel.com Global Marketing and Communications / Digital & Social Strategist / Gunjan Rawal / Intel / Gunjan.Rawal@intel.com Global Marketing and Communications / US Social Media / Sean Cahill / Intel / Sean.p.cahill@intel.com Global Marketing and Communications / Director of Public Relations / Jaime Le / Intel / Jaime.le@intel.com Director / Director / Ruth Hogben / Prettybird Artist / Executive Producer / Lady Gaga / Haus of Gaga Co-founder and President / Co-founder and President / Kerstin Emhoff / Prettybird / kerstin@prettybirdus.com Executive Producer / Executive Producer / Suzanne Hargrove / Prettybird Executive Producer / Executive Producer, Integrated Production / Derek Richmond / Prettybird / derek@prettybirdus.com Line Producer / Line Producer / Keeley Gould / Prettybird / keeleygould@me.com President / President / Dominic Sandifer / Prettybird Executive Creative Director / Executive Creative Director / Nick Davidge / Greenlight / nick.davidge@greenlightmm.com Director Digital Production / Director Digital Production / Jennifer Palais / Greenlight / Jennifer.palais@greenlightmm.com VP / VP / Sabrina Lynch / Zeno Group / Sabrina.lynch@zenogroup.com Creative Technologist / Creative Technologist / Benjamin Males / Studio XO Creative Technologist / Creative Technologist / Nancy Tilbury / Studio XO

Native Marketing

Analog  by MullenLowe Mediahub  for  American Greetings

American Greetings took its old-school brand into the heart of technology with an appearance at SXSW. There, it demonstrated ways to create modern digital fun using analog methods like creating selfies with Polaroids (on paper) and flip-book GIFs (paper). Get the picture? Then it partnered with Wired to create custom content across its channels. It even admitted to earning an unfair amount of attention as national press swooned. Delivering the supporting materials in a whisper was icing on the cake!

Credits: Drew Watson, SVP Group Media Director, MullenLowe Mediahub Erica Patrick, VP Associate Media Director, MullenLowe Mediahub Aleena Akmal, Media Supervisor, MullenLowe Mediahub

Creative

Live There Split Narrative Cinema  by Starcom  for  Airbnb

Airbnb turned to cinema advertising to show travelers the difference between a vacation and local living. The “Live There” campaign, which ran in USA, UK and Australia, showed moviegoers a side-by-side version of a typical vacation and an Airbnb experience. Wearing 3D bifocal glasses throughout the video, viewers could tilt their heads up or down to watch a certain version of the video; living like a local or traveling like a tourist. The film launched alongside movie releases, including “Finding Dory,” receiving 30 million impressions.

Affiliated Agency: TBWA \ Chiat \ Day LA

Credits: -

Media Plan

Captain Obvious Race for President  by CP+B  for  Hotels.com

51 state videos were promoted socially, 27 shareable GIFs, and multiple Twitter efforts (including a live-tweeted Republican debate) resulted in a massive increase in social mentions of Captain Obvious. (Plus a website housing an interactive map of the Captain’s journey.) His Presidential run received over 433 million earned media impressions, over 60 million unpaid views of his GIF content, and ignited a 900% increase in social mentions of Captain Obvious. It's been the most successful campaign in Hotels.com history.

Affiliated Agency: Hill + Knowlton Strategies, Caviar, Plus Productions

Credits: Ralph Watson, Chief Creative Officer Matt Talbot, Executive Creative Director Brian Friedrich, Creative Director Jexy Holman & Nuno Teixeira, Associate Creative Directors Harold Jones, Technical Director Sarah Castner, Account Director Brice Tomlinson, Content Supervisor Kelly Boyer, Content Supervisor Alyssa Fitterer & Ilyssa Schwartz, Content Manager Sloan Schroeder, Associate Director of Content Production Jesse Jones, Group Executive Interactive Producer Dan Corken, Sr. Integrated Producer Addison Born, Intrgated Broadcast Producer Rachel Noonan, Jr. Video Producer Chris Shewmake, Associate Media Director Matt Campbell, Associate Media Director

Mobile Media

S4M & MediaCom/Lokall - Subway You're the Chef  by S4M  for  Subway France

Subway France, with help from S4M, leveraged real-time location–based targeting to attract foot traffic to its brick and mortar restaurants. Consumers, up to 400 meters from the location, viewed a unique ad with a tailored message displaying the distance to a nearby Subway restaurant. The campaign objectives was to achieve 200,000 visits to the store locator but the campaign exceeded the goal by 31% and acquired 262 160 visits within 30 days. The results delivered a 46.72% uplift in visits to Subway restaurants across France.

Credits: Fatima Attou, Senior Marketing Manager France, SUBWAY

Multicultural/LGBT Media

Love For The Ages  by Partner Studio by AOL, The Integer Group, and Hunter Public Relations for Barefoot Wine

Many older LGBT couples never imagined they’d be able to legally marry. Now, one year after the Supreme Court deemed same-sex marriage constitutional, there’s a lot to talk about. “Love For The Ages” is a three-minute video sponsored by Barefoot Wine featuring five LGBT couples, 50 years and older. After the video launched, the conversation on social surrounding Barefoot Wine shifted from strictly wine and business to Pride and LGBT content, with “Love for The Ages” comprising over 40% of all Barefoot Wine conversation.

Affiliated Agency: The Integer Group and Hunter Public Relations

Credits: Mary Gail Pezzimenti - VP, Content Creation, Partner Studio by AOL; Nadine Cheung - Creative Executive, Partner Studio by AOL; Michael Kroggman- Program Manager, Partner Studio by AOL; Graham Howes - Audience Development Director, Partner Studio by AOL; Tariq Walker - VP, Video & Operations, Partner Studio by AOL; Drea Bernardi - Director, Video Programming, Partner Studio by AOL; Gigi Russo – Partner, Hunter Public Relations; Jennifer Moore Tucci – Senior Vice President, Hunter Public Relations; Blaine Rueber – Account Supervisor, Hunter Public Relations; Amy Vollet - VP Director of Media, The Integer Group; Michelle Arendt - Media Supervisor, The Integer Group; Charlotte Roach - Digital Media Supervisor, The Integer Group; Danielle Holt - Digital Media Planner, The Integer Group.

New/Emerging/Experimental Media

Pressure Chamber  by Starcom  for  P&G Gillette Clinical Strength Deodorant

How does a brand increase awareness? In this case P&G Gillette Clinical Strength Deodorant partnered with Starcom and Discovery to create the 4D virtual reality event at South by Southwest putting people through a wild ride. They were strapped into motion chairs moving in sync with VR videos, creating a sweat-inducing ride. Heart rate monitors tracked rider’s emotional and physical reactions, which streamed from the show floor via Facebook Live. The ride increased brand awareness by 70%, favorability by 24%, and purchase consideration by 29%.

Credits: -

Online Media: Branding

Captain Obvious Race for President  by CP+B  for  Hotels.com

Hotels.com wanted to refresh the character Captain Obvious, which the company launched in 2014. During the U.S. presidential race, CP+B leveraged a variety of media platforms to impact targeted moments through social buzz and influencers. An interactive Web site served as the campaign headquarters. There were 27 shareable GIFs and two downloadable green-screen video assets fans used in social sites. The campaign received 433 million earned media impressions, 60 million unpaid views of his GIF content, and 900% increase in social mentions of Captain.

Affiliated Agency: Hill + Knowlton Strategies, Caviar, Plus Productions

Credits: Ralph Watson, Chief Creative Officer Matt Talbot, Executive Creative Director Brian Friedrich, Creative Director Jexy Holman & Nuno Teixeira, Associate Creative Directors Harold Jones, Technical Director Sarah Castner, Account Director Brice Tomlinson, Content Supervisor Kelly Boyer, Content Supervisor Alyssa Fitterer & Ilyssa Schwartz, Content Manager Sloan Schroeder, Associate Director of Content Production Jesse Jones, Group Executive Interactive Producer Dan Corken, Sr. Integrated Producer Addison Born, Intrgated Broadcast Producer Rachel Noonan, Jr. Video Producer Chris Shewmake, Associate Media Director Matt Campbell, Associate Media Director

Online Media: Search

SAP Improves Live Business with TV Synced Ads  by 4C (www.4Cinsights.com) & Resolution Media (www.ResolutionMedia.com)  for  SAP

SAP synced paid search ads and television ads with help from 4C. As SAP ads aired on TV, 4C automatically identified and triggered search campaigns based on keywords. Resolution Media optimized the search ads. After TV viewers saw the ads they used more precise queries, enabling SAP to target the search ads and capture improved leads. Results delivered 24% higher CTR, 26% reduction in CPC, 13% more time on landing pages, 6% bounce rate reduction, 26% lead generation improvement, and 15% lower cost per lead.

Affiliated Agency: Resolution Media, Performance Marketing Agency

Credits: Jared Silverman, Associate Director, Advertising, Resolution Media Katherine Williams, Advertising Account Manager, Resolution Media Christina Lee, Account Director, Resolution Media Scott Waxenberg, VP Digital Partnerships, 4C Garrett Hoy, Director Agency Partnerships, 4C

Outdoor Media

Wall Street Journal: Ambitious Hours  by m/SIX & The &Partnership  for  Dow Jones/Wall Street Journal/The Wall Street Journal

The Wall Street Journal targeted a hard working, driven audience in an outdoor campaign that most people never saw. People who were up at the crack of dawn and still out after dark. Creative targeted an early morning riser, from 5-8am and a night owl, from 9pm-midnight. Ads were live time-stamped with copy like: “It’s 6:25, and you’ve already had your first call of the day”. The campaign gave The Wall Street Journal more than 6,000 new subscribers.

Affiliated Agency: N/A

Credits: Isaac Silverglate: ECD, The&Partnership Dan Beckett: Head of Art, The&Partnership Ceara Teixeira: Designer, The&Partnership Shami LaCourt: Producer, The&Partnership Nathan Stewart: Group Account Director, The&Partnership Ryan Colet: Account Director, The&Partnership Cassie Farley: Account Manager, The&Partnership Ilana Nolte: President, m/SIX North America Alexandra Cochran: Digital Planning Director, m/SIX Agency Jacqueline Puzo: Associate Media Director, m/SIX Agency Michael Fiola: Senior Account Manager, m/SIX Agency Andrew Maceda: OOH Specialist, Kinetic Frederick Navarrete: Manager, Kinetic Justin Symons: Director, Kinetic Esther Altomare: Account Management, Spongecell Sara Lukralle: Solutions Engineer, Spongecell Amanda Munoz: Marketing Director, The Wall Street Journal Suzi Watford: Chief Marketing Officer, Dow Jones

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

Butts in Seats  by MullenLowe Mediahub  for  JetBlue

The challenge for JetBlue to become more important to travelers drove a partnerships with MullenLowe MediaHub, which designed a campaign anticipating destinations. The campaign connected with millions of travelers, serving ads in nanosecond highlighting relevant destinations and prices by leveraging location, data, search behavior, pricing and environmental conditions. In cold climates banners ran reflecting real-time low temperatures in the viewer's location, comparing them with warmer destinations. With 26% fewer impressions served and 3% less budget, the campaign improved bookings by 20%, conversion rates by 66%.

Credits: Drayton Martin, SVP, Account Director, MullenLowe Jade Watts, SVP, Group Digital Director, MullenLowe Mediahub Alex Hale, Supervisor of Media Sciences, MullenLowe Mediahub Molly Bluhm, Account Director, MullenLowe Grace Clemow, Senior Account Executive, MullenLowe Tyson Schmitt, Art Director, MullenLowe Macie Soler-Sala, Copywriter, MullenLowe Joey Tomaino, Motion Design Lead, MullenLowe

Print (magazines and newspapers)

M&M’S 75th Anniversary Marvel Covers  by MediaCom and Starcom  for  Mars/M&M'S

Consider it a comic homage. To celebrate the 75th anniversary of iconic candy M&Ms, the company teamed with Marvel comic books for the “Celebrate with M” campaign. The twist: M&Ms took on the personae of iconic characters – heroes and villains alike. To drive home its powerful place in candy history, Marvel recreated comic covers with M&Ms standing in for notable characters, such as The Incredible Hulk, Captain America and the Avengers. The work married advertising to editorial, while entertaining readers. Sweet.

Affiliated Agency: Starcom, media buying

Credits: MediaCom: Adnan Brankovic: Managing Partner Brian Langus: Associate Media Director MARS: Tanya Berman: M&M’S Sr. Brand Director Don Macintosh: M&M’S Brand Manager Ray Amati: Media Director Amanda Zaky: Sr Manager Digital Media Marvel: Darren Sanchez: Creative Director

Research/Consumer Insights

Unacceptable Acceptance Letters  by Goodby Silverstein & Partners  for  The Hunting Ground

In partnership with the documentary “The Hunting Ground,” the campaign aimed to make incoming students aware of the truth about sexual assault. “Reaction videos,” in which incoming students filmed themselves opening their acceptance letters on social networks, were mimicked with a series of films featuring “unacceptable acceptance letters” where a student reads a letter revealing assault stories. The videos encourage people to sign a petition to hold colleges accountable and were shared where students share theirs. In 48 hours, the campaign received 409 million impressions.

Credits: Goodby Silverstein & Partners: Creative Co-Chairmen: Jeff Goodby and Rich Silverstein Executive Creative Director/Partner: Margaret Johnson Creatives: Laura Petruccelli, Rohan Cooke Senior Designer: Angie Elko Designer: Todd King Production Director of Broadcast Production: Tod Puckett Executive Broadcast Producer: Hilary Coate Director of Graphic Services: Jim King Associate Technology Director: Andre Cardozo Retouching: Quinn Gravier Photographers: Quinn Gravier and Ward Robinson Account Services Account Director: Cassi Norman Brand and Communication Strategy Director of Brand Strategy: Bonnie Wan Director of Communications: Meredith Vellines Sr. Communications Strategist: Caitlin Neelon Brand Strategist: Gabriella Svensk Business Affairs Business Affairs Manager: Heidi Killeen _______________ Production Company Company Name: PRETTYBIRD Executive Producer: Kerstin Emhoff, Suzanne Hargrove Associate Producer: Nick Miller Producer: Nathan Scherrer Director: Alex Brewer Director: Benjamin Brewer ______________ Editorial Company Name: Cut + Run Executive Producer: Deanne Mehling Editor: Christopher Kasper ______________ Finish Company Name: Spy Post Executive Producer: Lori Joseph Colorist: Chris Martin ______________ Music Company Name: Yessian Composer: David Gold ______________ Mix Company name: One Union

Social Media

Girl Emojis  by Starcom, Leo Burnett Toronto & Chicago and MSL Group  for  P&G Always

Always launched the #LikeAGirl video to stop stereotypes surrounding girls, beginning at the emoji level. Girls send more than a billion emojis daily, yet are represented only as princesses and obsessed with looks. Where are the career-driven emojis for girls? The video launched prior to International Women’s Day. The Unicode Consortium, the company in charge of emojis, asked Always to share all emoj ideas received from social media for consideration. Many were included in the recent emoji update.

Credits: -

TV or Interactive/Enhanced TV

Taking Ad Skipping Literally  by Innovid  for  Hotels.com

Like to skip digital video ads? How about literally skipping -- like people jumping rope in a commercial? Hotels.com offered up a ad where when clicking on a somewhat faux ‘skip ad’ button you got characters skipping rope for remainder of the video ad. Clicking on an “un-skip ad” button goes back to normal. This “skip ad’ spot was clicked on a 438,000 times; with 242,000 viewers clicking the ‘un-skip’ button. Overall a very big 98% completion rate. So... less skip and more hit.

Affiliated Agency: Crispin, Porter + Bogusky - advertising agency, Channel 4 - media agency

Credits: Maayan Nahum - Innovid Shai Ryter - Innovid