Highlighting cosmetic products -- in the absence of video and images -- can tough sledding. To attract young Gen-Zers -- edgy consumers, that they are-- start with some hip-hop music. For cosmetics maker, e.l.f.-- the music “Eyes. Lips. Face” -- started as a short ad-related music track on TikTok, then, with fast rising social media, worked up a full-fledged song released on Spotify, iTunes and YouTube. It streamed it over 5 million times, and pushed users to ask: “I never knew what e.I.f. stood for. Eyes. Lips. Face.” Now you know.

Credits: Movers + Shakers, e.l.f. Cosmetics, TikTok, Tinuiti, iLLWayno, HollaFyeSixWun

Highlighting cosmetic products -- in the absence of video and images -- can tough sledding. To attract young Gen-Zers -- edgy consumers, that they are-- start with some hip-hop music. For cosmetics maker, e.l.f.-- the music “Eyes. Lips. Face” -- started as a short ad-related music track on TikTok, then, with fast rising social media, worked up a full-fledged song released on Spotify, iTunes and YouTube. It streamed it over 5 million times, and pushed users to ask: “I never knew what e.I.f. stood for. Eyes. Lips. Face.” Now you know.

Credits: Movers + Shakers, e.l.f. Cosmetics, TikTok, Tinuiti, iLLWayno, HollaFyeSixWun

Young beer drinking professionals know Sam Adams. But are they really interested in this craft beer? Incorporating brand messaging into content around Conan O’Brien -- his TBS show, as well as an 18-city comedy tour worked, especially many cities where there was low brand awareness for the brewer. During a YouTube video tour O’Brien exclaimed: “Why am I here?” -- as O’Brien laughs with somewhat evil intent. “Sam Adams sponsored my tour,” he mocks seriously. Social media content generated 8.7 million views. Laugh and drink with marketing.

Credits: Production: CONACO Executive Producer: Conan O’Brien, Steve Beslow, Jeff Ross Producers: Matt O’Brien, Travis Kuhl, Jason O’Malley, Ruthie Wyatt, Aaron Bleyeart Integrated Marketing: Tanesha Fields Turner Content Partnerships: Jenn Cohen, Blair Shiffman Hearts & Science: Robin Beattys, David Lemberg, Keith Evans, Laurie Shinbaum, Diane Weeks

How to get that new car test drive but without those pushy sales people? BMW Mini figured out that work-around. But also for consumers who think Minis are just, well, small autos. Coming up with a Twitter program, consumers who tweeted #MiniOnDemand, had a trained driver pick them up for a 30-minute drive around. He also supplied a detailed auto book on the car and lots of business cards. The one-month campaign pulled in 703 dealership visits and 436 customer leads. Drive on in your big, small car.

Credits: Rahul Mahtani, Communications Manager, MINI; Danny Zhu, Digital Marketing Manager, MINI; RJ Wicks, SVP Group Partner, Portfolio Management, UM; Edie Monroy, VP Portfolio Management, Stuart Turnbull, Partner, Portfolio Management, UM; John Winchell, Senior Associate, Portfolio Management, UM; Johnny Wong, Senior Social Analyst, UM; James Hunt, Senior Client Partner, Fooji; Collyn Smitherman, Project Manager, Fooji; Nick Alley, VP of Project Management, Fooji; Sasha Azze, Client Account Manager, Twitter; Brad Blosat, Client Partner, Twitter; Robert Pietsch, Managing Director, Twitter; Chad Rumminger, National Group Manager, Twitter; Elizabeth Luke, Communications Lead, Twitter

For the launch of the Galaxy S10+, Samsung wanted to show off the phone’s innovative camera. What better way to do that, than letting Jimmy Fallon film an entire episode of “The Tonight Show” on a phone. By taking the show to locations in New York near and dear to his heart, Jimmy and his crew wanted to show the fans his favorite restaurants and comedy clubs as if through Jimmy’s own eye… well, his phone camera, rather. Samsung.com saw a 13% increase in Galaxy S10 phone orders during broadcast compared week-over-week.

Credits: -

A women’s focused deodorant attached to real life gender pay gap issues had P&G’s Secret brand believing -- what else -- that “women shouldn’t have to sweat for equal pay”. I get this media workout. In a video, the U.S. Women’s National Soccer Team’ members -- past and present -- was asked about challenges and sacrifices of female athletes. Digital buzz came from a pre- Women’s World Cup Soccer Tournament release of the video. CNN social media channels gave the video 530,000 views driving above average completion and engagement numbers. Goal!

Credits: Courageous / Content Partnerships: Otto Bell SVP Chief Creative Officer Paul Sundue VP, Creative Directo Mahala Gaylord Director/Producer Judy Moy Line Producer Liz Roth Field Producer Brittney Smith Manager Content Partnerships Andrew Smith Director of Photography Patrick Racheff Assistant Camera John O’Hara Editor Matt Chao Archival Researcher P&G Secret Brand Team: Meredith Brown Brand Manager, P&G Sara Saunders Associate Brand Director, P&G Nicole Draznik Customer Team Marketing Manager (Brand Manager) Amy Remley Household Goods, P&G PR Agency: Devries Global

AT&T Business wanted to underscore how businesses can gain edge with its B2B solutions. An alliance with top publications, 'Bloomberg,' 'Washington Post,' 'Quartz' and 'The Atlantic," focused on the future of food, work, water, etc. — and explained how AT&T is responding to market demands. The customized content, mobile videos and short documentaries, yielded sizable results: Nearly 3 million total views with a 48% lift in favorability for AT&T Business. WaPo’s “Journey to the Edge” earned the most views, almost 600,000.

Credits: Agency Credits Jeff Fischer, Hearts & Science Sam Guilloud, Hearts & Science Kailia Roti, Hearts & Science Emily Moomey, Hearts & Science

TNT brought the survival story Snowpiercer to the small screen. The story starts after a global consortium blasts millions of tons of particles into the stratosphere in an attempt to reduce global temperatures. The plan backfires and forces the planet through an ice age where surviving humans, who eat bugs for protein, live aboard a continually moving train that never stops. The campaign pulled in Exo, which farms crickets, and their three-Michelin-starred chef, Kyle Connaughton, to turn 4 million crickets into 30,000 peanut butter and jelly protein bars distributed through digital vending machines at San Diego and New York Comic-Cons to attendees and press as a snack.

Credits: TNT: Michael Engleman, Chief Marketing Officer, TNT/tbs Melissa Chambles, SVP, Brand Marketing, TNT/tbs Telmo Tebuas, VP, Brand Marketing, TNT/tbs Heather Crawford, Sr. Director, TNT Marketing Carmen Davenporte-McNeal, Sr. Marketing Manager, TNT Sean Burns, Asst. Marketing Manager, TNT LaTeecha Davis, Digital and Social Media Director, TNT Marianne Mcgoldrick, Social Media Manager, TNT Bailey Bowers, Social Media Coordinator, TNT Bret Havey, SVP Group Creative Director, TNT/tbs Brand Creative Pamela Craciun, VP Creative Director, TNT Brand Creative Brian Parker, Senior Creative Director, TNT Brand Creative Kathryn Allen, VP, Design, TNT/tbs Brand Creative Brett Mason, Art Director, TNT Creative Services Mediahub/Rapport John Moore, Global President, Mediahub Sean Corcoran, US President, Mediahub Laurel Boyd, SVP, Executive Director, R&D Lab, Mediahub Simeon Edmunds, VP, Director, R&D Lab, Mediahub Laura Brandes, Director, Rapport Lauren Cipressi, Associate Media Director, Mediahub Raquel Wilbun, Senior Media Planner, Mediahub

To shatter beauty stereotypes too often perpetuated by media. Dove partnered with Getty Images and Girlgaze for Project #ShowUs, a more-inclusive stock photo library created by women. Dove partnered with Hearst pubs including Cosmo, Harper’s Bazaar and Elle, which were given access to the #ShowUs images, natively infusing them in May Beauty Issues. Over 90% agreed that Dove “shows that diversity and representation in media is possible,“ and “inspires women to feel more confident about the way they look.”

Credits: Molly Kennedy (Brand Director, Dove Masterbrand); Hannah Burns (Senior Global Brand Manager, Dove Masterbrand); Jovan Martin (Unilever Media, Senior Media Manager) Chris McCraw (Director, Mindshare): Michelle Morgan (Manager, Mindshare); Evan Spector (Print Investment Lead, Mindshare); Joey-Lyn Addesa (Managing Director, Mindshare); John Antoniello (Creative Lead, Publicis Sapient); Jen Berry (Account Lead, Publicis Sapient); Stephanie Walker (Digital Director, Mindshare); Zinmin Zhang, (Associate Digital Director, Mindshare); Aaron Kim (Digital Manager, Mindshare); Michael Emerson (Associate Creative Director, Publicis Sapient); Jessica Manfredi (Social Director, Publicis Sapient); Hetal Patel (Client Partner, Publicis Sapient); Mikaela Curtin (Project Manager, Publicis Sapient); Taiyo Kitagawa (Senior Art Director, Publicis Sapient); Sharelyn Devonish (Vice President, Edelman); Keri Palazzolo (Senior Account Supervisor, Edelman)

To introduce its brand to New York City, Puppo, which personalizes its dog food by breed and dietary needs, also personalized its ads. Extracting information publicly available through the NYC dog licensing registry, Puppo customized ads according to dog name, breed and message. Hyper-targeted, zip-code-based OOH posters and a vast digital network of LinkNYC screens were put up within dog-walking distance of each owner. Results: Website traffic up 68%, organic searches for Puppo up by 144%.

Credits: Sam Keywanfar, Founder & CEO at MilkMoney; Taylor Veal, Media Planner & Buyer at MilkMoney; Winson Wong, Head of Kinship Labs;  Adelyn Zhou, Puppo; Arameh Bozorgi, Account Manager at Colenso BBDO;  Nico Hume-Ainsworth, Senior Business Director at Colenso BBDO; Ahmad Salim, Group Business Director at Colenso BBDO; Kimberley Ragan, Creative Director at Colenso BBDO; Kim Ragan, Creative Director at Colenso BBDO; Mike Davison, Creative Director at Colenso BBDO; Emma Tait, Data Strategist at Colenso BBDO

While increasing its brand sentiment, Dove Men+Care drove the Canadian conversation about parental leave after new legislation was passed, skillfully using a variety of media, from social to interactive OOH kiosks to online video to a website poll. Spots used emotional clips of the relationship between father and child, juxtaposed against negative online comments about paternity leave. Results: 15K+ organic branded engagements, a 300% jump, and the the highest level of engagements on conversations about parental leave.

Credits: Dove Men+Care Credits Media Agency: Mindshare Canada Manager, Media Planning: Nevena Petkovic Account Manager, Social: Nataliia Lapun Senior Associate, Digital Trading: Michael Hufana Account Supervisor, Social: Amy Turkovich Strategy Director: Michael Marcy Ogilvy Credits: Chief Creative Officer: Brian Murray Art Director: Samiir Mussa Copywriter: Max Oss Rech Copywriter: David Weaver Broadcast Producer: Sharon Nelson-Bailey Print Pro Producer: David Scanlon Account Lead: Aviva Groll Account Supervisor: Beth Blatch Account Executive: Kemal Sehoglu Strategic Planning Director: Michelle Lee Planner: Robyn Hutman Production: Production House: Spy Films Director: Tamir Moscovici Production House Producer: Matt Wiele DOP: Tamir Moscovici Editing House: Outsider Editorial Editor: Chris Murphy Assistant Editor: Calum Moore Audio: Toast and Jam Client: Unilever, Senior Marketing Director: Daniel Alter Unilever, Dove Marketing Manager: Leslie Golts Unilever, Dove Men+Care, Brand Manager: Kristen Denega Unilever, Dove Men+Care, Assistant Brand Manager: Courtney Dodds PR Agency: Edelman Canada Account Director, Client Strategy: Kristine Moshonas Account Director, Influencer: Sara Rezaee Senior Account Executive, Earned Media: Max Mosher Account Director, Crisis and Risk: Sarah Attia Senior Manager, Insights and Analytics: Richelle Batuigas

The Girls United initiative gave six young black women a meaningful chance to experience mentorship and shape the future of Ulta Beauty. The millennials, with input from Essence and Ulta Beauty executives, created a beauty capsule collection — concept to development to marketing. The experience was distributed across the Girls United platform on essence.com, as well the companies’ social channels, earning more than 3 million video views. Plus, each girl received a $10,000 scholarship for continuing education. Now, that's beautiful.

Credits: Mediahub Shea Kelly, SVP Group Media Director, Mediahub Julia Kasyuk, VP Associate Media Director, Mediahub Sarah Morgan, VP Associate Media Director, Mediahub Vanessa Higgins, VP Group Media Director, Mediahub Tate Beaudouin, Associate Media Director, Mediahub Ulta Beauty Cheryl Sone, Director of Media, Brand Marketing Karla Davis, Senior Director, Integrated Marketing and Media Shelley Haus, Senior Vice President, Integrated Marketing Lisa Lu, Senior Marketing Manager Stacey Algee, Associate Manager, Integrated Marketing ESSENCE Cara Walker, Associate Director, Marketing (no longer with ESSENCE) Cassandre Charles, VP, Brand Marketing Anna Yakhnich, Creative Marketing Director, Essence Michelle Okeke, Marketing Manager 19th & Park Production Agency Whitney Headen, CEO Nicole Januarie, Director Tahira White, Co-Founder, Femaris Pena, VP Group Media Director,   Maria Bongiovanni, Associate Comms Planning Director, Raquel Wilbun, Senior Media Planner

e.l.f.’s original song was carefully structured to be a hit on TikTok and then became the fastest challenge to reach 1b views in just 6 days on the Gen Z platform. It crossed into the mainstream, sparking social media and even A-List celebs participated in the conversation; Over 70K Spotify playlists streamed the song more than 5M times. It garnered 59m media impressions worth $4.7m in PR.

Credits:

Movers + Shakers, e.l.f. Cosmetics, TikTok, Tinuiti, iLLWayno, HollaFyeSixWun

Netflix’s Umbrella Academy ran a series of clever custom takeovers designed around the show weather-inspired themes. The Weather app reached 44.6m people by leveraging data to serve creative only in markets where it was actually raining. The campaign got 18M earned impressions, with Mashable delivering over 300% to goal in a first-to-market execution for the site; Rolling Stone’s interaction rate was 3x higher than any of their previous campaigns. In its 1st 4 weeks on the platform, the series was watched by 45m member households

Credits: Netflix & Mediahub: Michael Rossetti, Marketing, Netflix Elisa Helton, Digital Producer, Netflix John Moore, Global President, Mediahub Sean Corcoran, U.S. President, Mediahub Christine Bradt, SVP, Group Media Director, Mediahub Laurel Boyd, SVP, Director of R+D Lab, Mediahub Simeon Edmunds, VP, Director of R+D Lab, Mediahub Trevor Kaminsky, Assistant Content Creator, R+D Lab, Mediahub Doug Leasure, Senior Media Planner, R+D Lab, Mediahub Alli Blender, VP, Group Media Director, Mediahub Sara Hilgendorf, Media Supervisor, Mediahub Sophie Turner, Senior Media Planner, Mediahub Vanessa Hughes, Assistant Media Planner, Mediahub Red Interactive: Kristin Varraveto, Producer, Red Interactive Claire Miyamoto, Designer, Red Interactive Alex Kjellman, Account Manager, Red Interactive Andrew Dowis, Developer, Red Interactive

The third season of “The Handmaid’s Tale” was driven by an innovative OOH campaign that reclaimed women’s power. Since less than 3% of all NYC statues are of women, their history was invisible. “The Shape of History” effort erected 140 new female statues – equaling the 145 of men. Abstract female shapes made of mirror, they reflected the women who engaged with the creative. The message — “Create the future you want to see” — scored, delivering the highest TV “Tale” viewership ever!

Credits: UM LA: Brittany Hoffman, Wendy Aldrich, Kacie Sage, Julianna Ossa; Hulu: Kendra Upham, Kristina Stavros, Calley Carter, Ashley Rappoport, Becky Wolke, Trisha Choate, Jason Branta, Josie Brown, Casey Reed, Joette Solano, Maddie Schafer, Kelly Campbell, Barrie Gruner, Ryan Crosby; Courageous: Kimb Luisi, Oona Hemmi, Sean Brown, Hana Jakobs, Otto Bell, Amy Tunick, Paul Sundue, Elaine Casap, Grayson Holt, Evan Worsham, Michael Southworth, Irina Gilbertson, Danielle Ward, Natasha Marrache

Essence used Google Cloud's Natural Language API to evaluate the context of an article using text and images, analyzing nearly 3,000 articles, generating two contextual pieces of ad copy per item. It led to 1,000 unique pieces of text served on The Guardian. It produced a 5.1% lift in purchase consideration for Google Home Mini in the first live test with The Guardian, and saved hundreds of hours in trafficking individual placements. It also provided the ability to target dynamic ads using publisher data versus user data.

Credits: N/A

Beauty is subjective; confidence isn’t. To shatter worn stereotypes, Dove partnered with Getty Images and Girlgaze for Project #ShowUs, the world’s largest stock photo library created by women. The collection features 5,000+ photos of women from 39 countries, boasting various ethnicities, ages and sizes. Hearst magazines Cosmo, Harper’s Bazaar, O Magazine, Elle and Marie Claire published the #ShowUs images in beauty issues. Twenty million women saw work that celebrated female diversity and reality.

Credits: Molly Kennedy (Brand Director, Dove Masterbrand); Hannah Burns (Senior Global Brand Manager, Dove Masterbrand); Jovan Martin (Unilever Media, Senior Media Manager) Chris McCraw (Director, Mindshare): Michelle Morgan (Manager, Mindshare); Evan Spector (Print Investment Lead, Mindshare); Joey-Lyn Addesa (Managing Director, Mindshare); John Antoniello (Creative Lead, Publicis Sapient); Jen Berry (Account Lead, Publicis Sapient); Stephanie Walker (Digital Director, Mindshare); Zinmin Zhang, (Associate Digital Director, Mindshare); Aaron Kim (Digital Manager, Mindshare); Michael Emerson (Associate Creative Director, Publicis Sapient); Jessica Manfredi (Social Director, Publicis Sapient); Hetal Patel (Client Partner, Publicis Sapient); Mikaela Curtin (Project Manager, Publicis Sapient); Taiyo Kitagawa (Senior Art Director, Publicis Sapient); Sharelyn Devonish (Vice President, Edelman); Keri Palazzolo (Senior Account Supervisor, Edelman)

In 2019, Tiffany & Co. has set out to change its fragmented media planning approach from collection-based to audience-centric that would ultimately allow for holistic management of messages to audiences. Based on qualitative and CRM analysis, Wavemaker marketing team helped Tiffany & Co refine the targeting approach to drive scale with precision through new prospecting tactics to gain new customers. By revolutionizing media approach and building on the customer journey with data-driven audience insights, the new media strategy drove a 17% revenue increase and 21% growth in AOV.

Credits: Zsuzsa Szemere, Managing Partner, Account Lead, Wavemaker Jamie Finstein, Senior Director, Partner, Digital Strategy, Wavemaker Jason Levin, Senior Director, Digital Analytics, Wavemaker

When most people hear the tagline for Frank’s Red-Hot, “I Put That S#!t On Everything,” they think of food. UM New York thought of putting the hot sauce other brands. So, for its #FranksSweepstakes campaign, the agency encouraged Super Bowl viewers to tweet the hashtag along with a chilli emoji (for Frank’s) and an emoji for every brand that advertised during the 2019 Super Bowl. That entered them to win prizes all the way up to a freaking car loaded with cases of Frank’s.

Credits: Jill Pratt, VP North American Marketing Excellence, McCormick & Co.; Alia Kemet, North American Creative & Digital Strategic Director, McCormick & Co.; Marni Kokorus, North American Creative Campaigns, McCormick & Co.; Shelby Silver, Social Media Manager, McCormick & Co.; Veronica Collins, Social Media Specialist, McCormick & Co.; John Patroulis, Worldwide Chief Creative Officer, Grey New York; Jeff Stamp, Deputy Chief Creative Officer, Grey New York; Rob Lenois, Deputy Chief Creative Officer, Grey New York; Jeff Anderson, Executive Creative Director, Grey New York; Brian Mekjian, CD, Art Director, Grey New York; Ryan McCarthy, CD, Copywriter, Grey New York; Reagan Fromm, Art Director, Grey New York; Lesley Scheurmann, Copywriter, Grey New York; Kenny Gold, SVP, Director of Social Media, Grey New York; Joseph Day, Sr. Content Architect, Grey New York; Ben Tauber, Managing Director, Grey New York; Mercedes Campos, EVP, Global Account Director, Grey New York; Sean Griffin, VP, Account Director, Grey New York; Deanna Meyer, Senior Digital Strategist, Grey New York; Laura Konopack, SVP, Activation, Talent & PR, Grey New York; Claire Arendse, Director of Creative Culture / Awards Manager, Grey New York; Samantha Perez, Partner, Portfolio Management, UM; Samantha Boden, Manager, Paid Social, Reprise; James McPherson, Chief Production Officer, Townhouse; Adam Seely, VP, Executive Integrated Producer, Townhouse; Lauren Kulchinsky, SVP Head of Creative Content, Townhouse; Christina Torres, Senior Post Production Producer, Townhouse; Nick Fuglestad, Director, MacGuffin Films; Sam Wool, Executive Producer, MacGuffin Films

Big football games need major promo snack attacks. Stackable preferred. A Pringles thirty-second ad spot called “Sad Device”, which included a melancholy Alexa-like device, focused connected TV (CTV) viewers, encouraging them to scan a QR code linking to an Amazon Pringles online store. Engaging users were given a personalized chip flavor combination, resulting in an interactive campaign of 4,224 unique pieces of creative. The campaign push four times higher than normal 6.4% engagement rate. Next year? Perhaps chips delivered by remote control.

Credits: N/A - Kellogg's Pringles, CBS Interactive & Innovid