Winners

2017 Best in Show

Creative Media Awards

Saving Lives with Artificial Intelligence by Federation for Internet Alerts for Federation for Internet Alerts

The Federation for Internet Alerts invented a way to use A.I. to alerts communities during times of crisis. The data platform sends geo-targeted digital and OOH notifications to platforms such as Google Maps, Amazon Echo, and internet browsers. Alerts are disseminated in 40 milliseconds. Media companies, voice recognition and mapping services designate the messages to ad units, web banners, mobile devices and billboards in 24 languages. More than one billion alert impressions have been sent during global disasters to 180 devices and ad units.

Affiliated Agency: Engine Media (media strategy)

Credits: Jason Bier, President, Federation for Internet Alerts and Chief Privacy Officer, Engine Media; Mickey Schwab, Chief Technology Officer, Federation for Internet Alerts; Lizzy Hanna, General Manager, Engine Media; Michael Davis, Chief Creative Officer, Conversant; Stacy Ward, Vice President, Creative, Conversant; Stacy Collins, Vice President, Creative, Conversant; Brian Welch, Senior Copywriter, Conversant; Logan Malloy, Copywriter, Conversant; Josh Engleman, Senior Art Director, Conversant; Scott Durand, Graphic Designer, Conversant; Marc Sloboda, Producer, Conversant; Conversant George Zhao, Client Engineer, AppNexus, Teresa Carlson, Vice President, Worldwide Public Sector at Amazon, Christopher Timmerman, Account Manager, Nonprofit Organizations, Amazon Web Services, Brian O’Kelley, CEO, AppNexus, John Montgomery, EVP, GroupM

Read more
Creative Media Awards 2017 Winners

Audio

Alien Covenant by Innovid  for 20th Century Fox

On behalf of 20th Century Fox and its thriller, Alien Covenant, Innovid showed that personalization can achieve terrifying results. After hiring a voice actor to record hundreds of names, Innovid’s video ads was able to urge thousands of individual view to “run!” Apparently delighted by the personalized touch, consumers’ response to the campaign was overwhelming. To date, the campaign has shown a 54% uplift in engagement. The innovative work also elicited wide response from the media, with widespread discussion on BBC news and radio programs.

Affiliated Agency: Channel 4

Credits: Tom Costa, Innovid, Account Manager Shai Ryter, Innovid, VP Creative Hanan Gamze, Innovid, Sr. Motion Designer Jay Surroop, Innovid, Sales Director

Read more

Branded Entertainment: Brand/Product Placement

The Ring Bearer by CNN - Courageous Studio  for Pitney Bowes

Who thinks of diamond rings when they hear Pitney Bowes? No one, that’s who. But CNN decided to highlight the role the company plays in one man’s marriage proposal. A young Londoner looks for the ring of his dream and finds it, albeit on another continent. After asking her dad for permission, the countdown was on. Pitney was able to drive awareness for its shipping offerings through this, yes, engaging campaign. How engaging? Over-delivery on expectations was 27%!

Affiliated Agency: Connected Pictures (production company), Digitas (media agency)

Credits:

CNN: CONTENT PARTNERSHIPS TEAM Activation Lead - Tiago Barros Manager Content Partnerships - Ilysa Bass (NYC)

COURAGEOUS: Otto Bell (Creative Lead), Erik Rhey (Writer / Producer), David Walton Smith (Director), Owen Hamilton (Director of Photography), Duc (Editor)

UK PRODUCTION COMPANY: Jon Ayres, Executive Producer, Anna Burrows, Casting Producer, Mark Henderson, Director

LAUNCHPAD - Pat Kennedy - Sam Kapp

CNN: SALES TEAM Account Executive, Michael Mohn Planner, Elizabeth O'Brien Account Coordinator/Manager, Zachary Presswood (Transitioned from Paige Hoffmann), Lauren Nickel (Transitioned from Preston Wagner) Trafficker, Courtney O'Connell Yield Management, Kelsea Watkins,  Kamil Price Latorre

MEDIA AGENCY: DIGITAS, Marshall Wright, VP Content Director, Kelly Sereno, Ashley Billings

Read more

Branded Entertainment: Contests/Events/Experiential

Veuve Clicquot NY Polo Classic by Havas Media  for Veuve Clicquot

The Veuve Clicquot’s annual Polo Classic brings in more than 9,000 guests, but this year the brand saw an opportunity to share the event with even more. For the 10th Anniversary, Havas Media teamed with The New York Times and T-Brand Studios. Host Neil Patrick Harris and live stream co-host Lucy Hale gave viewers a glimpse into the social event streaming live on the NY Times homepage. It reached 3.5MM viewers. Average time spent for long form content rose to 10 minutes.

Affiliated Agency: New York Times/ T Brand Studios, Publishers

Credits: Jessica Klein (Havas Media/ LVMH - VP, Client Lead) Jenn Bjorklund (Havas Media/ LVMH - Director, Connection Planning ) Catherine Jeanbart (Havas Media/ LVMH - Supervisor, Publisher Investments) Stefanie Kubanka (Havas Media/ LVMH - SVP, Group Client Lead ) David Rosenbaum (Havas Media/ LVMH - EVP, Group Director) Nicole Nigh (VP, Director of Socialyse at Havas Media) Hayley Welke (Specialist, Socialyse at Havas Media)

Read more

Branded Entertainment: Original Film/Video

Bite Size Horror by Fox Networks Group, All City Content Studio, Starcom  for Mars, Inc./M&M'S + SNICKERS + Starburst + Skittles

Bite Size Horror -- that is, candy snack-style-- is where M&M's, Snickers, Starburst, and Skittles got some spin via four adrenaline-raising two-minute films in late October, just in time for Halloween. Sans brand content in the films itself, Fox primetime programs ran the spots -- in baseball playoffs games, as well as “Ghosted” and FX’s “American Horror Story”. All brands witness huge social media gain -- with Skittles getting a 750% boost. Sweet things and horror flavor mean brand stickiness.

Affiliated Agency: All City and Starcom

Credits: Tony Sella, Chief Creative Officer and Executive Producer, All City Wendy Lightbourn, Executive Producer, All City Samer Imam, Associate Producer, All City David Worthen, Executive Producer, Fox Digital Studios Arbi Pedrossian, Producer, Fox Digital Studios Steven Johnson, Producer, Fox Digital Studios Kerry Saxena, Associate Producer, Fox Digital Studios Joe Marchese, President Advertising Revenue, Fox Networks Group Bruce Lefkowitz, EVP Ad Sales, Fox Networks Group David Safran, SVP Sales, Fox Networks Group Nicholas Varas, VP Entertainment & Sports Sales Sean McGee, Account Executive, Entertainment Sales, Fox Networks Group Ray Amati, Media Director, Mars Inc Julie D’Alonzo, VP Director, Starcom Bill McKinney, Associate Director, Starcom Keelan Daly, Supervisor, Starcom

Read more

Business Media

Spotify.me by Spotify for Brands & GLOW  for Spotify for Brands

Spotify.me is a digital experience built to demonstrate how Spotify’s streaming data can be leveraged to form powerful brand connections for its partners. The site wraps Spotify's latest streaming intelligence data within a fun and interactive experience targeted to marketers and advertisers. Logging in with a Spotify ID, users get a snapshot of their streaming history along with listening insights that highlight unique streaming behaviors. Since launching last summer, Spotiy.me has reached 1.3 million unique users with over 3.6 million page views.

Affiliated Agency: Glow. Web Design and Development

Credits: Jessica Park - Spotify for Brands Danielle Rourke - Spotify for Brands Sydney Nusbaum - Spotify for Brands Cathryn Walker - Spotify for Brands Peter Levin - GLOW Howie Kleinberg - GLOW Sean Lynam - GLOW Matt Will - GLOW Tara Lewis - GLOW

Read more

Content Marketing

Racing the Sun by CNN - Courageous Studio  for Volvo

Live content marketing is tough enough. But what if you could really only get two-minute to do it -- in real time for a solar eclipse? For Volvo’s redesigned XC60s, four cars at U.S. totality locations delivered branded content live streams on CNN -- wrapped around live eclipse video and on-the-ground viewing. Content, on Facebook Live, Oculus and the CNN app, was the most watched live virtual reality event in history -- 72% of viewers preferred the Volvo ads over the live coverage. Drive On.

Affiliated Agency: Grey (creative agency), Mindshare (media agency)

Credits: o Frank Puma — Mindshare, Managing Director, Digital Investment Lead / Frank.Puma@mindshareworld.com o Janique Helson – Grey, EVP/Account Director / janique.helson@grey.com o Matt O’Rourke — Grey, Executive Creative Director / matt.orourke@grey.com o Otto Bell — Chief Creative Officer, Courageous / Otto.bell@turner.com o Jason Farkas – Vice President, CNN Premium Content / Jason.Farkas@turner.com o Kate Lunger — Vice President, CNN Special Events / Kate. Lunger@turner.com o Ryan Gould – Vice President, Turner Ad Sales / Ryan.Gould@turner.com o Lindsay Washick – Director of Production, Courageous / Lindsay.Washick@turner.com o Michael Southworth – Director of Special Projects, Courageous / Michael.Southworth@turner.com o Tracy Ziemer – Director, News Content Partnerships / Tracy.Ziemer@turner.com o Dan Seith — Director, News Content Partnerships / Dan.Seith@turner.com o Brittney Smith – Manager, News Content Partnerships / Brittney.Smith@turner.com o Allison Bodack — Sr. Publicist, Turner Ad Sales PR / Allison.Bodack@turner.com

Read more

Native Marketing

Her Story is Our Story: The Laws of Gilead by UM LA  for Hulu / The Handmaid's Tale

This is truly a great way to build demand. As “The Handmaid’s Tale” was set to premier, UM worked with female-centric media to drive awareness on several levels. Nylon Magazine hosted an empowerment party at SXSW, Ozy magazine focused on banned books, and Vogue hosted an exhibit on the show’s costumes. It reached the highest awareness levels ever for a new Hulu Original series. Day-of premiere drove the single highest daily subscriptions YTD.

Affiliated Agency: Creative Agency: Arsenol; Experiential & Event Agency: Civic Entertainment Group; Social Agency: Social Code; Production Studio: Suite Spot

Credits: - Kelly Campbell, Chief Marketing Officer, Hulu - Kendra Upham, Senior Manager, Hulu - Pato Spagnoletto, Head of Media and Subscriber Growth, Hulu - Linnea Hemenz, VP Originals and Content Marketing, Hulu - Kevin Blanchette, Senior Manager of Original Content Marketing, Hulu - Lauren Vu, Content Marketing Manager, Hulu - Ashley Rappoport, Content Marketing Coordinator, Hulu - Amber Lam, Media Manager, Hulu - Callie Child, Associate Media Manager, Hulu - Wendy Aldrich, EVP Managing Partner, UM - Kacie Sage, SVP Portfolio Management, UM - Kristine Swanepoel, VP Strategy, UM - Robert Han, VP Portfolio Management, UM - Brittany Hoffman, Associate Director, UM - Juliana Ossa, Account Manager, UM - Anna Ma, Senior Associate, UM

Read more

Creative

By Air, By Land, or By Sea by Edelman  for Department of Defense Warrior Games

Rather than portraying wounded veterans as victims, the Department of Defense wanted the public to see their strength, resilience, and potential for further greatness. As part of that effort, it also wanted to promote the Warrior Games, which is like the Olympics for injured vets. To do so, Edelman crafted an awesome campaign, including a “hero video” featuring an original song sung by soul legend Sam Moore, inspiring athlete documentaries, an out-of-home campaign, along with organic, paid, and celebrity social posts.

Affiliated Agency: Weird Life Films, Jeff Sciortino Photography, United Entertainment Group (a DJE Company)

Credits: 1. Adam Howarter, Content Creator 2. Brent Fagerburg, Associate Creative Director 3. Bridget O’Malley, Senior Vice President, Account 4. Cecilia Cunningham, Senior Account Executive, Account 5. Carly Pietrzak, Account Executive, Digital 6. Dan Thorne, Associate Creative Director 7. Emily Moss, Junior Art Director 8. Virginia Tevere, Senior Vice President, Group Design Director 9. Hayley Puffer, Senior Project Manager 10. Herschel Kissinger, Junior Copywriter 11. Jenna Habig, Associate Design Director 12. John Edelman, Managing Director, Global Engagement Corporate Responsibility 13. John Plecha, Design Director 14. Jon Kooker, Creative Director 15. Karen Schmidt, Design Director 16. Katie Marchewka, Account Supervisor, Digital 17. Kevin Higley, Senior Account Executive, Digital 18. Kevin Ryan, Senior Content Creator 19. Madeline Martin, Senior Account Supervisor, Account 20. Megan Humphries, Senior Vice President, DC Federal 21. Nate Schaefer, Senior Vice President, Client Strategy 22. Tony Rogers, Executive Vice President, Creative Director 23. Maria Xerogianes, Senior Producer 24. Parker Nyquist, Content Creator

Read more

Media Plan

Unblockable Ads by MullenLowe Mediahub  for Netflix -- Black Mirror

Today’s consumers know exactly how to avoid advertising; many have ad blockers installed on one or more devices. This campaign reached the unreachable with a first-to-market media hack that circumvented ad-blocking software. We selected our target’s favorite destinations — Mashable, The Next Web and Slate — and worked with each publisher to build our creative directly into their content management system so it wouldn’t be flagged by ad blockers upon page load.

Credits: MullenLowe Mediahub: Global President, John Moore Executive Director of the Americas, Sean Corcoran Director of Media Content & Innovation, Laurel Boyd Associate Director, Media Content & Innovation, Simeon Edmunds Associate Media Director, Michelle Blaser Senior Digital Media Planner, Ali Sakai Netflix: Director of Marketing — North America, Australia, New Zealand, Chris Lee Senior Marketing Manager — North America, Australia, New Zealand, Aaron Jones Marketing Manager — North America, Australia, New Zealand, Kelly Hughes

Read more

Mobile Media

Dunkin' Waze On The Go Ordering by Trilia Media/Hill Holliday  for Dunkin' Donuts

What a cool partnership, Dunkin and Waze! They go together like a horse and carriage! Wazers, already using an app to find the best route to take, are connected to Dunkin’s app so they can pre-order their coffee and egg wrap and pick them up when they get to the nearest Dunkin’. The On The Go Mobile Ordering ads have performed 300% better than the standard Perks Download App ads, proving the value of integrated brand experiences!

Credits: Trilia: Leslie Gillieo,Jackie Klein, Jeff Zannella, Kelly Butterworth, Kyle Vascovitz Dunkin' Donuts: Casey Brown, Eileen Cawley, Jacqueline O’Leary, Manuel Martins, Meg Galligan, Nick Dunham, Randy Onario Waze: Adnan Avdic, Birdy Chou, Charlotte Ames, Chris Spinelli, Christian Boesen, Dror Cohen, Hayley Besecker, Ishan Malkani, Julie Polmonari

Read more

New/Emerging/Experimental Media

Saving Lives with Artificial Intelligence by Federation for Internet Alerts  for Federation for Internet Alerts

The Federation for Internet Alerts invented a way to use A.I. to alerts communities during times of crisis. The data platform sends geo-targeted digital and OOH notifications to platforms such as Google Maps, Amazon Echo, and internet browsers. Alerts are disseminated in 40 milliseconds. Media companies, voice recognition and mapping services designate the messages to ad units, web banners, mobile devices and billboards in 24 languages. More than one billion alert impressions have been sent during global disasters to 180 devices and ad units.

Affiliated Agency: Engine Media (media strategy)

Credits: Jason Bier, President, Federation for Internet Alerts and Chief Privacy Officer, Engine Media; Mickey Schwab, Chief Technology Officer, Federation for Internet Alerts; Lizzy Hanna, General Manager, Engine Media; Michael Davis, Chief Creative Officer, Conversant; Stacy Ward, Vice President, Creative, Conversant; Stacy Collins, Vice President, Creative, Conversant; Brian Welch, Senior Copywriter, Conversant; Logan Malloy, Copywriter, Conversant; Josh Engleman, Senior Art Director, Conversant; Scott Durand, Graphic Designer, Conversant; Marc Sloboda, Producer, Conversant; Conversant George Zhao, Client Engineer, AppNexus, Teresa Carlson, Vice President, Worldwide Public Sector at Amazon, Christopher Timmerman, Account Manager, Nonprofit Organizations, Amazon Web Services, Brian O’Kelley, CEO, AppNexus, John Montgomery, EVP, GroupM

Read more

Multicultural/LGBT Media

Parents Coming Out by Colle McVoy  for 3M Command

Colle McVoy partnered with PFLAG, Twin Cities Pride, and 3M to create the #parentscomingout movement, a powerful platform that gave parents the opportunity to come out in support of their kids. By leveraging our Command Brand’s goal to support people fearlessly making their space their own, we created impactful, raw, and honest stories that were shared to not only change the lives of the families involved, but to empower and unify others.

Credits: Mike Caguin, Chief Creative Officer, Colle McVoy Laura Fegley, Executive Creative Director, Colle McVoy Dustin Black, Group Creative Director, Colle McVoy Yamini Raja, Art Director, Colle McVoy Becca Abellera, Copywriter, Colle McVoy Carl Martin, Director/Editor, Colle McVoy Kristen McCune, Photographer, Colle McVoy Chris Mellin, Freelance Retoucher Cynthia Henseler, Senior Retoucher/Integrated Studio Artist, Collection McVoy Jon Cruikshank, Sound Engineer, Colle McVoy Ben Muller, Producer, Colle McVoy Tricia Lynch, Account Supervisor, Colle McVoy Danny Skalman, Associate Account Director, Colle McVoy Mike Schwab, Group Account Director, Colle McVoy Brad Smith, Lead Print Producer, Colle McVoy Denise Remick, Paste-Up, Colle McVoy John Zegoski, Senior Project Manager, Colle McVoy

Read more

Online Media: Branding

In Romania, Winter is NOT Coming by UM Romania  for KFC

KFC's "Winter is NOT Coming!" campaign in Romania helped teens prolong summer's end by partnering with Romanian singer and icon Fuego, who sings “Mother, decorate the Christmas tree” to signify the beginning of winter. Prolonging winter, teens distracted Fuego from singing, assigning him silly tasks that were turned into videos. In one month, teens earned 168 days of summer. The campaign gained 74% organic social media reach, 17M impressions, earning three-times its investment. Off-season Krushers Mocktails sales accounted for 30% of yearly sales.

Credits: Adela Dan, Head of Content, UM Studios; Victor Croitoru, CEE Regional New Business and Strategy Director, UM Romania;
Sandina Crisiarcu, Head of Planning, UM Romania; Alina Vasile, Account Director, UM Studios; Ioana Dinu, Social Media Manager, UM Studios; Cristian Ene, Senior Digital Planner, UM Romania; Francesca Muresan, Art Director, McCann Worldgroup Romania; 
Monica Eftimie, Chief Marketing Officer, KFC Romania; Monica Douglas, Marketing Director, KFC Romania; Gabriel Nenciu, Senior Brand Manager, KFC Romania; Mariana Lisofschi, Brand Manager, KFC Romania; Andreea Boala, Brand Manager, KFC Romania; 
Claudia Porojan, Senior PR & CSR Manager, KFC Romania; Tina Cretu, Digital Manager, KFC Romania

Read more

Online Media: Search

Hyperlocal Digital Targeting at Scale by Firewood Marketing  for Breather

Breather, an app-based workspace rental platform, had traditionally been focused on supporting local business professionals looking for meeting rooms and workspaces near their home offices. To pull in new customers, the company called on Firewood, which used a combination of messaging and geofencing and a long list of addresses and Google Maps API to capture longitude and latitude of addressed entered on the list. The list was updated as new businesses were targeted and pushed to the ad networks within one hour.

Affiliated Agency: n/a

Credits: Kris Belau, Director, Digital Marketing Strategy, Firewood Marketing; Zach Schumacher, Senior Digital Marketing Manager, Firewood Marketing; Alan Cuevas, Associate Digital Marketing Manager, Firewood Marketing

Read more

Outdoor Media

United Dynamic Taxi Top for United by Wavemaker  for United

Newark Airport is giving JFK a run for its money. Newark (EWR) is actually closer for New Yorkers, especially on the West Side. And urbanites are all about saving time. To prove it, United launched a campaign to underscore convenience and popularity — 41 million people fly out of Newark each year — over 28 million on United. To push its convenience message, 250 taxi tops or 4.4 million impressions monthly, showcased drive times to JFK vs. Newark, updated by real-time data. Fly right.

Affiliated Agency: Kinectic, McGary Bowen

Credits: Creative Credits Advertising Agency: mcgarrybowen Chief Creative Officer, New York: Matthew Bull Managing Director, ECD: Haydn Morris Group Creative Director, Copy: David DiRienz Associate Art Director: Steven Graziano Sr. Art Director: Erik Jansen Copywriter: Anthony Pagaza Account Managing Director: Joey Ziarko Account Executive: Amy Laughlin Account Superviser: Kayla Friedman Executive Director, Strategy: Diane Epstein Media credits Taxi Media Network: Verifone Media Verifone, Vice President Taxi Media: Chris Polos Verifone, National Account Manager: Lonnie Passy Verifone, Sr. Product Manager: Daniel Fish Media Agency: Kinetic & MEC Kinetic, Director: Robin Yablonski Kinetic, Manager: Stephanie Chiu Kinetic, Account Executive: Kelsey Moran Kinetic, Assistant Account Executive: Micaela Moffa Wavemaker, Partner/Director: Megan Warfield Wavemaker, Manager: Jimmy Feliz Wavemaker, Senior Associate: Chris Brady

Read more

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

BMW's Ultimate Data Machine by UM NY  for BMW

When BMW lost market share and struggled to effectively analyze available data across it media channels, it taped the expertise of UM NY to build a central data warehouse. It gave them a complete view of prospective and existing customers. First-, second and third-party data integrated with offline foot traffic and vehicle-level CRM data. Benchmarking against its own performance across campaigns, BMW gained understanding of factors influencing foot-traffic. The campaign drove 48,375 BMW dealership visits, about 1,755 from consumers who traditionally bought from competitors.

Affiliated Agency: Ad Tech: Cadreon

Credits: Danny Huynh, SVP Client Business Partner, UM New York; Peter Lofaro, SVP Group Partner, UM New York; Nataly Cavagnaro, VP, Partner, Portfolio Management, UM New York; Suraj Gandhi, VP Group Director, Addressable Content, UM Studios; Ryan Love, Partner, Addressable Content, UM New York; Paula Fedoris, SVP Group Partner, Analytics Lead, UM New York; Molly Schultz, VP, Partner, Digital Investment & Innovation, UM New York; Lucy Zheng, Director, Programmatic, Cadreon; Bill Ott, Associate Director, Campaign Management, Cadreon; Halie Burgess, Manager, Programmatic Strategy, Cadreon

Read more

Print (magazines and newspapers)

Truth by Texture  for Texture

Truth matters — and in an age when fake news is perpetrated at the highest levels — sustaining serious journalism is crucial. Plus, the ads are spot on. Magazine covers create a map of the U.S. slugged “Truth will make America great again.” Stacked pubs are accompanied by the tag “Build your own wall. And keep fake news out.” The promotion's layout is clean, and the clever text hits home. Want a quick source of in-depth journalism? Texture – one app, 200+ magazines. Lesson over.

Affiliated Agency: None

Credits: Jim Bobowski - CMO Abby Edling - Director of Growth Brian Marabello- Creative Director Monica Thomas - Associate Creative Director

Read more

Research/Consumer Insights

Unblockable Ads by MullenLowe Mediahub  for Netflix -- Black Mirror

Ad blockers, have you met this Netflix series -- or maybe its advertising? For the third season of Netflix’ “Black Mirror” -- a TV series of satirical tales that explore techno-paranoia -- a campaign hit favorite publications, including Mashable, The Next Web and Slate, with creative built into content systems so it wouldn’t be flagged by ad blockers. The messaging targeted ad blockers consumers. Results revealed happy moments for ad haters -- with more than one million posts, 30 times more than season two.

Credits: MullenLowe Mediahub: Global President, John Moore Executive Director of the Americas, Sean Corcoran Director of Media Content & Innovation, Laurel Boyd Associate Director, Media Content & Innovation, Simeon Edmunds Associate Media Director, Michelle Blaser Senior Digital Media Planner, Ali Sakai Netflix: Director of Marketing — North America, Australia, New Zealand, Chris Lee Senior Marketing Manager — North America, Australia, New Zealand, Aaron Jones Marketing Manager — North America, Australia, New Zealand, Kelly Hughes

Read more

Social Media

Frozen Ice-T by Goodby Silverstein & Partners  for SONIC Drive-In

SONIC launched frozen Flavored Iced Teas targeting Millennials and introduced a campaign focusing on full-scale ice-sculptures of the musician Ice-T clutching a microphone. Viewers on Facebook watched the sculpture melt. The first 100 viewers to comment when Ice-T’s frozen hand melted enough to drop its microphone would win a temperature-activated shirt that, when chilled, revealed Ice-T drinking iced tea. Spending zero media dollars, the event generated 200 million earned impressions, held the attention of 250,000 viewers as they watched ice melt for 2.5 hours.

Credits: CREDITS: Ad Agency: Goodby Silverstein & Partners Client: SONIC Drive-In Title of Creative Work: Frozen Ice-T Live Date: 6/13/17 Client CEO & President: Cliff Hudson VP of National Marketing: Lori Abou Habib Sr. Director of Creative and Brand Content: Burke Morley Director of Advertising Production: Ashley Daniel Sr. Manager of Digital Content: David Patt VP of Public Relations: Christi Woodworth Manager of Communications: Jason Acock TV Production: Brooke Watkins Creative Co-Chairmen: Jeff Goodby and Rich Silverstein Chief Creative Officer: Margaret Johnson Creative Director: Jon Wolanske Associate Creative Director: Justin Ralph Copywriter: Jenna Livingston Art Director: Kevin Leung, Austin O’Connor Jr. Copywriter: Lucas Coutinho Jr. Art Director: Charles Lee Production Directors of Production: Margaret Brett-Kearns and Tod Puckett Executive Broadcast Producer: Matthew Winks Broadcast Producer: Christine Oh Creative Director of Animation: Mike Landry Sr. Art & Print Producer: Noah Dasho Director of Experiential/Music: Todd Porter Executive Producer: Danielle Riccardi Social+ Producer: Kateri McLucas and Alison Plansky Line Producer: Megan Mulligan and Amanda Steigerwald Director: Isaak Le Director of Photography: Mark Sandhoff Assistant Director: Greg Sumner Key Grip: Andre Garcia-Cruz Senior Motion Designer: Isaac Park Audio Engineer: Nicholas DeMatteo Account Services Group Account Director: Leslie Barrett Account Director: Jenna Duboe Account Director: Kaitlin Giannetti Account Manager: Samantha Akins Assistant Account Manager: Sarah Lucia Brand and Communication Strategy Group Brand Strategy Director: Bonnie Wan Sr. Brand Strategist: Melanie Wong Brand Strategist: Ginny Rider Group Communication Strategy Director: Dong Kim Sr. Communication Strategist: Victoria Barbatelli Business Affairs Business Affairs Associate Director: Judy Ybarra Business Affairs Associate Manager: Chrissy Shearer Business Affairs Associate Manager: Jane Regan Outside Vendors Production Company: Biscuit Filmworks Director: Clay Weiner Managing Director: Shawn Lacy Executive Producer: Holly Vega Head of Production: Rachel Glaub & Mercedes Allen-Sarria Producer: Lisa Stockdale Editorial: Arcade Editor: Nick Rondeau Managing Partner: Damian Stevens Executive Producer: Crissy DeSimone Sr. Producer: Kirsten Thon-Webb Jr. Producer: Adam Parker Assistants: Ryan Andrus & Paulo Miramontes Telecine: The Mill LA Colorist: Greg Reese Online/VFX: Timber Creative Directors/Partners: Jonah Hall & Kevin Lau Executive Producer: Sabrina Elizondo Sr. Producer: Megan Kennedy Flame Artist: Chris Homel Flame Assistant: Brandon Harden Audio Mix: Lime Studios Mixer: Joel Waters Assistant Mixer: Stephen Fredericks Music & Sound: Butter Music Executive Producer: Annick Mayer Producer: Jason Weiss Composer: Max Schad

Read more

TV or Interactive/Enhanced TV

White Hats Wanted by UM NY & McCann Worldgroup  for U.S. Army

Looking for hackers for the U.S. Army? Yes. Then challenge a targeted 1% or so of Americans who have elite skills all for the “good” -- through enhanced TV. Add in a national TV commercial where a hidden coded message was inserted that only a skilled hacker would spot. And then change the “key” every 24 hours. Over 700,000 hackers attempted the puzzle; 30% contacted the U.S. Army directly, a conversion rate 15 times the Army’s average, for the appropriately named “White Hats Wanted” campaign.

Affiliated Agency: Creative Agency: McCann New York; Production Company: MRM//McCann; PR Agency: Weber Shandwick

Credits: Lisa Nocella, EVP Executive Account Director, McCann New York; Dan Donovan, Executive Creative Director, McCann New York; Mike Medeiros, SVP Executive Strategy Director, McCann New York; Mat Bisher, Executive Creative Director, McCann New York; Dov Zmood, VP Group Creative Director, McCann New York; David Waraksa, VP Creative Director, McCann New York; Emlyn Portillo, Art Director, McCann New York; Jessica Mendoza, Strategy Director, McCann New York; Anne Bartscherer, SVP Group Account Director, McCann New York; Erika Vikse DiMaso, Account Supervisor, McCann New York; Joseph Lebowitz, Account Supervisor, McCann New York; James Lawson, Producer, McCann New York; Jon Dobbin, SVP Client Business Partner, UM New York; Joe Castillo, VP Group Partner, Portfolio Management, UM New York; Christie Mergenthaler, Senior Manager, Portfolio Management, UM New York Justin Brown, Partner, Integrated Investment, UM New York

Read more

VR/AR

Racing the Sun by CNN - Courageous Studio  for Volvo

It’s rare that a campaign literally takes your breath away, but CNN’s Courageous Studio did exactly that for Volvo. Tying the relaunch of the XC60 to a truly awesome event, four of the SUVs were driven to unique locations to deliver a 360-degree VR view of the solar eclipse, in August. The result was the most watched live VR event ever, with 72% of viewers preferring the branded experience. That’s thanks to the video being shot in Ultra-HD 4K with 360-degree cameras with four separate

Affiliated Agency: Grey - Creative Agency, Mindshare - Media Agency

Credits: o Frank Puma — Mindshare, Managing Director, Digital Investment Lead / Frank.Puma@mindshareworld.com o Janique Helson – Grey, EVP/Account Director / janique.helson@grey.com o Matt O’Rourke — Grey, Executive Creative Director / matt.orourke@grey.com o Otto Bell — Chief Creative Officer, Courageous / Otto.bell@turner.com o Jason Farkas – Vice President, CNN Premium Content / Jason.Farkas@turner.com o Kate Lunger — Vice President, CNN Special Events / Kate. Lunger@turner.com o Ryan Gould – Vice President, Turner Ad Sales / Ryan.Gould@turner.com o Lindsay Washick – Director of Production, Courageous / Lindsay.Washick@turner.com o Michael Southworth – Director of Special Projects, Courageous / Michael.Southworth@turner.com o Tracy Ziemer – Director, News Content Partnerships / Tracy.Ziemer@turner.com o Dan Seith — Director, News Content Partnerships / Dan.Seith@turner.com o Brittney Smith – Manager, News Content Partnerships / Brittney.Smith@turner.com o Allison Bodack — Sr. Publicist, Turner Ad Sales PR / Allison.Bodack@turner.com

Read more