MediaPost – Digital Out of Home Awards

Platforms

Augmented Reality: Xbox Sunset Overdrive by Grand Visual for Xbox
Xbox introduced people on London, San Francisco and Melbourne streets to Sunset Overdrive, a game set in fictional Sunset City, a post-apocalyptic metropolis overrun by mutants. Grand Visual created an AR out of home activation drawing people into the game at bus stops. Advanced visual effects and live camera feeds created a scene where mutants appeared to run wild. During four weeks, the campaign generated 20,000 interactions from passersby. The Xbox/Sunset Overdrive bundle in the U.S. sold out a few days days before the release.
Credits: Client: Microsoft Xbox Brand: Sunset Overdrive Creative Agency: 215mccann Media Agency: Empowering Media Production Company: Grand Visual Media Owner: Clear Channel Outdoor; Show Your Disney Side by Grand Visual for Walt Disney Parks & Resorts
Disney Parks installed a storefront facade to shadow shoppers as they passed by, only the shadows were of Mickey, Minnie, Goofy, Anna, Elsa, Olaf, and other Disney characters. Grand Visual's augmented reality bought the concept to life. Filming a live event brought the love for the characters to life. Uploaded to Disney's social pages, within the first 48 hours the video had 58 million views across Facebook and YouTube, 1.2 million shares, thousands of comments, and tons of smiles.
Credits: 1. Vice President Creative Inc - Duncan Wardle - Disney Parks 2. Vice President Digital Marketing - Tom Aronson, Disney Parks 3. Digital Marketing Director, Alex Ruiz, Disney Parks 4. Digital Marketing Manager, John Rogers, Disney Parks 5. Creative and Technology Director - Dan Dawson, Grand Visual 6. Technical Director - James Dean, Grand Visual 7. Digital / MGFX Director - Ric Albert, Grand Visual 8. Production Director - Ben Putland, Grand Visual 9. Lead Producer - Nadiya Abubakar, Grand Visual 10. Digital Producer - Rebecca Jean-Louis, Grand Visual 11. Motion Graphic Designer - Joe Brooks, Grand Visual 12. Broadcast Video Director - Jay Hatcher, Disney Parks 13. Broadcast Producer - Dana Conte, Creative Entertainment, Disney Parks 14. Social Film Director - Rory McKeller, Grand Visual 15. Director of Photography - Charles Heales, Grand Visual 16. Editor - Jonah Maddox, Grand Visual; Absolut Reality by Pernod-Ricard, Forever Beta & Crowdtap for Pernod-Ricard
ABSOLUT threw a party at Brooklyn's trendiest music club, but wanted to invite people nationwide. Pernod-Ricard partnered with Forever Beta & Crowdtap to create the Absolut Reality experience by creating a 360-degree trailer of a 17-minute virtual reality concept. Thousands of free Google Cardboard VR headsets allowed technology-lovers to participate in the event. The event lit up social networks. Ongoing conversations provided feedback to the brand. The campaign made the party accessible to an additional 600 virtual live stream parties hosted across the United States.
Affiliated Agency: Forever Beta & Crowdtap (technology partner)
Credits: Afdhel Aziz, Brand Director, ABSOLUT Labs Stuart Hogg, Brand Director, Forever Beta Matt Forster, Creative Strategist, Forever Beta Matt Johns, Managing Partner, Forever Beta Kai Rose, Strategic Brand Partner, Crowdtap Emily Korengold, Business Development, Crowdtap Sophia Chen, Program Manager, Crowdtap Dennis O'Reilly, Supervisor, Crowdtap Claudia Page, VP of Product, Creator Partnerships, Crowdtap

Digital Billboard/Signage: First Niagara Online Account Opening Promotion by SapientNitro for First Niagara
First Niagara used clever out-of-home ads to sell the idea of online accounts. The impetus was to promote the bank’s new online opening page. The twist was turning the digital billboards into Wi-Fi hotspots or Ethernet cables. The creative less-is-more campaign redefined banking, making any network connection a local branch! That push had the added bonus of transforming smartphones into media placements. Plus, it turned what is often a stodgy industry, banking, into a hip player in a mobile-driven world.
Credits: Gaston Legorburu - Worldwide Chief Creative Officer, Chad Borlase – Creative Director, Michael Siegers – Snr. Art Director, Dan Cummings – Snr. Writer, Kate Turner – Account Director, Howie Howatson - ECD, Daz McColl - Global Chief Brand Strategy Officer, John Herman - Media Director, Stacey Ramia - Media Planning Manager,; Androidify by PHD MEDIA for Google
Bigger is better. Consider Android’s real-world experience in Times Square. By creating the largest global interactive Ultra-HD OOH installation, Android users got to play with Android characters in a multi-player game or craft their own. The brand’s “be together, not the same” tag went viral, engaging users from more than 150 countries with 500K characters created. It was more than a marketing message; it was a global re-set on digital fun, generating 90 million earned media impressions and 159 million in social reach.
Credits: Stacy DeRiso, Global Account Director, PHD US Sean Tate, Planning Director, PHD US Cameron Luby, Director of Strategy, Google Media Lab; Wake Up by Duncan/Channon for California Department of Public Health
Think of the work as socially relevant agitprop. To increase Californians’ awareness of the dangers of unregulated e-cigarettes, large interactive billboards placed in various venues — convenience stores to bus shelters —carried the anti-vapor message. The graphics are clean and sharp, like movie posters with medical messages. Soon, postings were vandalized and shelters defaced. Talk about a hot button! Yet the resulting debate spoke volumes: 400K visitors to the site within weeks and 10,000 social shares. The campaign lit up awareness.
Affiliated Agency: Monster Media, Development partner; Circle Graphics, Printer; Pacific Digital Image, Pre-press
Credits: Anne Elisco-Lemme, Creative director, Duncan/Channon Jessea Hankins, Copywriter, Duncan/Channon Lindsey Butterwick, Art director, Duncan/Channon Jennifer Kellogg, Designer, Duncan/Channon Jake Palu, UX designer, Duncan/Channon Justine Barnes, Content producer, Duncan/Channon Carolyn Bormann, Director of production, Duncan/Channon Jackie Brito, Senior digital producer, Duncan/Channon Andy Berkenfield, Chief strategy officer, Duncan/Channon Adam Flynn, Brand strategist, Duncan/Channon Leslie Diard, Director of communications planning, Duncan/Channon Carrie Parent, Group director of communications planning, Duncan/Channon Paulo Delacruz, Senior communications planner, Duncan/Channon Kelsey Bucsko, Communications planner, Duncan/Channon Jamie Katz, Group account director, Duncan/Channon Rachel Young, Account supervisor, Duncan/Channon Jackie Russell, Account executive, Duncan/Channon Davis Wolfe, Account coordinator, Duncan/Channon Valerie Quinn, Communications/media strategist, California Department of Public Health Sandra Soria, Senior financial analyst, California Department of Public Health Julie Lautsch, Media specialist, California Department of Public Health Francisco Michel, Media specialist, California Department of Public Health

Digital Place Based: SynapseTV by Acorda Therapeutics for SynapseTV
Acorda Therapeutics' innovative and award-winning intranet communications system, SynapseTV, transforms display from a static, one-way process to a vibrant flow of real-time content that is always fresh and relevant. SynapseTV brings Acorda employees fully into the corporate culture with its dynamic communications system, which features compelling motion graphics to showcase corporate and employee achievements, news, events and information. Forging and maintaining a vital connection between employees and the company, SynapseTV drives engagement and encourages interaction and involvement.
Affiliated Agency: Klick Health
Credits: Evan Burrows, Director – Digital Strategy & Innovation at Acorda Therapeutics, Inc. Elvis Ruiz, Senior Manager Development - Digital at Acorda Therapeutics; National Car Rental by Captivate & National Car Rental for National Car Rental
National Car Rental and Captivate joined forces to reach a highly desirable demographic -- the frequent business traveler who rents a car 4-6 times per year -- a captive audience, since viewers of Captivate's network are more than three times as likely to travel frequently for work. The strategic campaign's tailored messages speak to the key offerings of the brand with dynamic on-screen integrations featuring breaking news and NFL and PGA sponsored content, generating a high level of brand awareness and engagement.
Affiliated Agency: OMA (Outdoor Media Alliance), PHD
Credits: OMA (Outdoor Media Alliance): Dena Iraggi- Associate Director PHD: Annelise Donahue- Strategy Supervisor National Car Rental: Jennifer McCue, Howard Kurop, Kyle Sanborn Captivate: Kaitlin Donohue - National Sales Director, Scott Yapp Associate Director of Creative Technology, Nicole Pecaro - Sales Development Designer, Allison Barnard - Project Coordinator, Kate Scanlan - Content Director, Heather Chigas and Sarita Mohanrao - Research Director; reFRESH by Attract Media / TouchTunes for Coors Light
Coors Light, Attract Media (TouchTunes), Kinetic, Initiative and Common Ground collaborated to develop and implement the “reFRESH” music campaign, creating a fully interactive user experience across multiple screens that drove brand awareness, engagement and on-premise sales at thousands of targeted social venues. The custom-designed full-screen touchscreen experience placed users in control, enabling them to take and share real-time photos with friends and embark on a digital tour through the history and culture of hip-hop while experiencing its regional flavors and unique features.
Affiliated Agency: Affiliated Agency: Kinetic Worldwide, Initiative, Common Ground.
Credits:
Credits: (Kinetic Worldwide): Jill Waldsmith, Account Director. (Initiative): Conor Johnson, Media Strategy Supervisor, Valerie Peacock, Associate Media Director, Allie Pernai, Media Strategist, Nicole Kelliher, Associate Media Strategist. (Common Ground): John Casmon, Senior Account Director, Mark Graham, Creative Director, Lauren Ingram, Associate Creative Director, Schylerr Gilmore, Associate Creative Producer, Shawn A. Gadley, Multimedia Creative. (Attract Media): Mike Coppola, VP Head of Media & Advertising, Elliot Coakley, Creative Director.

Digital Street Furniture: Butcher Shop Rave by Kinetic Worldwide for Desperados/Heineken
To promote Heinekin’s Desperados beer, Kinetic Worldwide created a silent rave at a bus shelter in Dublin. The street furniture displayed a countdown to a rave being hosted at O’Sullivan’s Butcher Shop. Kinetic used social media to inform consumers that the last tickets to the rave were available only at the silent disco. When the countdown finished, the screens revealed a live transmission of the party at O’Sullivan’s; the winners of the last tickets were transported to rave via bus.
Affiliated Agency: Media by Starcom Ireland, Strategy, Creative & Experiential Activation by ModernGreen
Credits: Kinetic Worldwide Aoife Hudson, Account Manager Heineken / Desperados: Grace McGlynn, Brand Manager Modern Green: Gavin Downes, Business Director Ciara Doran, Senior Account Manager Starcom Cara Kennedy, Client Manager Michael Gaskin, Client Associate Colum O’Hara, Client Director; Share A Coke: Smile activated vending machine by Grand Visual for Coca Cola
Grand Visual's campaign for Coca Cola dispensed a free can of soda in exchange for a smile. Two vending machines at bus shelters in Chicago that used facial recognition technology dispensed bottles of Coke in return for a smile at certain times of day over a two-week period. The machines also enabled consumers to create their own personalized Coke bottles by entering details via touchscreens in the bus shelters. The campaign resulted in over 6200 interactions.
Affiliated Agency: Starcom MediaVest, Widen+Kennedy
Credits: Coca Cola Grand Visual Atomic Props & Effects; Giants of the Jurassic by Alchemy at AMS for Dallas Zoo
Alchemy at AMS developed a campaign for the Dallas Zoo's Giants of the Jurassic exhibit featuring lifelike animatronic dinosaurs. Their 40' full-scale DART bus wrap depicted a giant Tyrannosaurus Rex destroying its way through the city of Dallas to demonstrate how big the exhibit was. Alchemy also placed ads on the sides of DART buses, interior DART light rail cards and DART light rail station widescreens. The Dallas Zoo hit the one million visitors mark for the first time in their 127-year history.
Credits: Laurie Holloway, Dallas Zoo - Senior Director of Marketing and Communications Karen Hamilton, Dallas Zoo - Associate Vice President of Advancement Elise Lake, Dallas Zoo - Marketing Specialist Creative Director, Alchemy at AMS - Mark McGovern Art Director, Alchemy at AMS - Lyndsey Bushong Art Director, Alchemy at AMS - Cody Phillips Client Service Director, Alchemy at AMS - Kirk Arnold Account Manager, Alchemy at AMS - Brandi Stringer Account Executive, Alchemy at AMS - Jonathan Armstead Copywriter, Alchemy at AMS - Laura Neitzel

Experiential: Orange Is The New Black - Season 3 by Kinetic for Netflix/Orange Is The New Black
To promote the premier of Netflix’s Orange Is the New Black’s third season, Kinetic set up interactive photo booths that looked like 14-foot votives in New York’s Times Square. Passersby were invited to step in, take a selfie and upload it to social media. The photos would then appear on two billboards and the side of a double-decker bus. Afterward, participants were encouraged to snap selfies in front of their votive-themed mug shots, ensuring an extra wave of social media exposure.
Affiliated Agency: Grandesign, Media Agency
Credits: Cherie Johnson, Managing Director, Kinetic Rebekah Zabarsky, Associate, Kinetic Keanne Okabayashi, Associate, Kinetic; Disney Infinity 3.0 Edition by Grand Visual for Disney
Ever want to meet your favorite movie character? That’s what Grand Visual allowed in promoting the latest edition of the Disney Infinity video game. Augmented Reality stages were set up at Comic Con and the Disney D23 Expo. Participants chose a character — from Elsa to Darth Vader — to “meet and greet.” The experience was captured digitally and a photo emailed immediately after for sharing on social media with the hashtag #OnlyInTheToyBox. A video was of the encounter was delivered the next day.
Credits: Grand Visual Disney Interactive; Androidify by PHD MEDIA for Google
What place captures Google Android’s new slogan “Be together. Not the Same.” better than New York’s Times Square? During the busy holiday season last year, PHD set up the world’s largest UHD screen. Visitors were invited to create their own Android-style avatars and interact with games on the screen. Avatars could then be shared on social media and printed onto t-shirts given away on site. 500,000 avatars were created, 70,000 of which appeared live on the billboard.
Credits: Stacy DeRiso, Global Account Director, PHD US Sean Tate, Planning Director, PHD US Cameron Luby, Director of Strategy, Google Media Lab

Integration with Mobile: First Niagara Online Account Opening Promotion by SapientNitro for First Niagara
First Niagara wanted to tout Internet banking, so the financial institution launched a campaign telling consumers the bank's branches were anywhere they could connect online. Rather than a physical location, the bank's branches were ads enabled with WiFi hot spots such as bus shelters and billboards equipped with routers decorated with huge Grand Opening balloons. These hot spots turned the screens on consumer smartphones into media placements, with the network name "This is a First Niagara branch."
Credits: Gaston Legorburu - Worldwide Chief Creative Officer, Chad Borlase – Creative Director, Michael Siegers – Snr. Art Director, Dan Cummings – Snr. Writer, Kate Turner – Account Director, Howie Howatson - ECD, Daz McColl - Global Chief Brand Strategy Officer, John Herman - Media Director, Stacey Ramia - Media Planning Manager,; Androidify by [d]theory / OMA / PHD for Android
The Android operating system powers billion of devices, but not many know the name or what it does. Google wanted to change that. After launching the campaign messages "Be Together. Not The Same," Google brought the characters to life by creating an interactive Ultra-HD OOH installation in Times Square. The campaign allowed people to create their own character on the largest UHD board in Times Square. It created the largest multi-player game in the world based on Android.
Affiliated Agency: [d]theory, OMA, PHD
Credits: [d]theory (Ryan Laul, Director), Outdoor Media Alliance (Michael DePalma, Associate Director), PHD (Sean Tate, Planning Director); Driving with Dunkin' by Waze for Dunkin' Donuts
Waze has its own menagerie of voices in various languages aimed at offering entertainment to users as they drive. Well known in the local market, New England Patriots tight end and Dunkin’ Donuts spokesman, Rob Gronkowski fit became local voices, resulting in hundreds of thousands of downloads. Some 91% of Gronkowski voice downloads were organic. Along with the football-themed voice campaign, Dunkin Donuts promoted a limited offer for Tailgater Breakfast Sandwiches. Coverage from Fox Sports, Yahoo Sports, MarketWatch, CNNMoney, and others drove up results.
Affiliated Agency: Trilia (Hill Holliday)
Credits: Waze: Jordan Grossman, Head of North America Sales Christian Boesen, Sales Director Bart Kloosterboer, Partnership Manager Upasna Kohli, Ad Operations Manager Dunkin’ Donuts: Scott Hudler, VP Global Consumer Engagement Nick Dunham, Director of Media Meghan Galligan, Interactive Manager Courtney Clayton, Advertising Manager Trilia (Hill Holliday): Jeff Zanella, VP Associate Media Director Jacqueline Klein, Associate Media Director Brittany Passafaro, Account Manager

Integration with Social Media: Farm Meet Table by Second Story, part of SapientNitro for Whole Foods Market
SapientNitro’s Second Story worked with Whole Foods Market to create “Farm Meet Table”, a collection of interactive windowpanes to introduce customers to local farmers and understand the origins of the food they buy. In turn, shoppers can post to this “living social wall”, sharing photos and descriptions of memorable meals. Installed in Whole Food’s flagship store in Avalon. “Farm to Table” became a personal link between those that care about their food and those that grow it.
Credits: Design & Development: Second Story, part of SapientNitro; "What's in a Name?" Times Square by Posterscope USA for Coca-Cola
Coca-Cola was looking for a way to reach Gen Z, individuals who are more addicted to technology/sharing than to drinking soda. Clear Channel, Google and Posterscope collaborated to create digital screens across the nation (including Times Square) adding a real world element to Google/Coke’s “What’s In a Name” web experience. The campaign, giving participants a moment of fame, delivered 5.4MM audience impressions over a 3-week period, 42K social posts and 350MM social impressions. Tweets with #cokemyname were mentioned in 110 countries.
Affiliated Agency: Clear Channel Outdoor, Google and ICUC
Credits: Posterscope: Jeff Tan - VP Strategy Martin Porter - SVP Group Director Lauren Long - Media Assistant Helma Larkin - CEO Clear Channel Outdoor: Sean Mccaffrey - SVP National Client Strategy & Partnerships Google: Kendall Koka – Media Solutions Lead Bryan Rodman – Senior Interactive Producer ICUC: Asher Wren - Director; Human Hello by Tierney for TD Bank
TD Bank’s current campaign is about their understanding of what it means to be human. Tierney's OOH campaign for them, “#HumanHello”, used messages tailored to cities and time of day to encourage people during their commutes or congratulate them on a day well done. Passersby could even tweet to #HumanHello, and a message crafted just for them would be shown. This campaign solidified TD Banks’ relationship with their customers and attracted new customers.
Credits: All names below are employees of Tierney SVP, Creative Director: Teri Gerbec Associate Creative Director: Emily Smeraldo Copywriters: Nick Burwit, Zach Thornbury, Adam Hauptman, Paige Montes Senior Graphic Designer: Jennifer Chapman Account Executive: Danielle Masi VP, Account Director: Heather Nally SVP, Management Director: Rick Radzinski Media Supervisor: Terence O'Connor Digital Media Supervisor: Mariya Taukule SVP, Associate Media Director: Shelly Hammon Integrated Producer: Lauren Nunnelee Jr. Project Manager: Maggie Madocks Vice President, Social Media Strategist: Kate O'Neil Account Coordinator, PR: Jeremy Keys Assistant Account Executive, PR: Meredith Meister

Best Venue/Location Based Execution Back to top

Digital Advertising Integrated with social/mobile at a venue: Androidify by PHD MEDIA for Google
The Android operating system powers billion of devices, but not many know the name or what it does. Google wanted to change that, so it hired PHD Media partnering with engineers at Mitsubishi, Diversified Media Group, and Google Creative Lab to bring Google's characters to life. The campaign allowed people to create their own on the largest UHD board in Times Square. It generated 9.8 million impressions, more than 500,000 characters created, with 70,000 featured on the board.
Credits: Stacy DeRiso, Global Account Director, PHD Sean Tate, Planning Director, PHD Cameron Luby, Directory of Strategy, Google Media Lab; Absolut Reality by Pernod-Ricard, Forever Beta & Crowdtap for Pernod-Ricard
ABSOLUT threw a party at Brooklyn's trendiest music club, but wanted to invite people nationwide. Pernod-Ricard partnered with Forever Beta & Crowdtap to create the Absolut Reality experience by creating a 360-degree trailer of a 17-minute virtual reality concept. Thousands of free Google Cardboard VR headsets allowed technology-lovers to participate in the event. The event lit up social networks. Ongoing conversations provided feedback to the brand. The campaign made the party accessible to an additional 600 virtual livestream parties hosted across the United States.
Affiliated Agency: Forever Beta & Crowdtap (technology partner)
Credits: Afdhel Aziz, Brand Director, ABSOLUT Labs Stuart Hogg, Brand Director, Forever Beta Matt Forster, Creative Strategist, Forever Beta Matt Johns, Managing Partner, Forever Beta Kai Rose, Strategic Brand Partner, Crowdtap Emily Korengold, Business Development, Crowdtap Sophia Chen, Program Manager, Crowdtap Dennis O'Reilly, Supervisor, Crowdtap Claudia Page, VP of Product, Creator Partnerships, Crowdtap; reFRESH by Attract Media / TouchTunes for Coors Light
Coors Light, Kinetic, Initiative and Common Ground collaborated to build a three-screen branded experience, from Jukebox to mobile to social TV. The digital Jukebox highlighted hip-hop’s influential history. A real-time photo booth allowed people to share the experience with friends. Through targeted messaging, mobile users who downloaded the TouchTunes music app were offered two free music credits. Users also were given the ability to pick the next song played.
Affiliated Agency: Affiliated Agency: Kinetic Worldwide, Initiative, Common Ground.
Credits:
Credits: (Kinetic Worldwide): Jill Waldsmith, Account Director. (Initiative): Conor Johnson, Media Strategy Supervisor, Valerie Peacock, Associate Media Director, Allie Pernai, Media Strategist, Nicole Kelliher, Associate Media Strategist. (Common Ground): John Casmon, Senior Account Director, Mark Graham, Creative Director, Lauren Ingram, Associate Creative Director, Schylerr Gilmore, Associate Creative Producer, Shawn A. Gadley, Multimedia Creative. (Attract Media): Mike Coppola, VP Head of Media & Advertising, Elliot Coakley, Creative Director.

Mall: Show Your Disney Side by Grand Visual for Walt Disney Parks & Resorts
To bolster its #DisneySide activation and refresh the social engagement around it, Disney Parks turned to projection technology. It installed a storefront façade that projected the shadows of passing shoppers - but those shadows came in the form of Disney mainstays (Mickey Mouse, Goofy, Olaf and others). To capture the reaction of passersby, Disney Parks posted a video crew nearby. The footage was circulated and shared widely via social media, where it generated 58 million views on Facebook and YouTube in its initial 48 hours.
Credits: 1. Vice President Creative Inc - Duncan Wardle - Disney Parks 2. Vice President Digital Marketing - Tom Aronson, Disney Parks 3. Digital Marketing Director, Alex Ruiz, Disney Parks 4. Digital Marketing Manager, John Rogers, Disney Parks 5. Creative and Technology Director - Dan Dawson, Grand Visual 6. Technical Director - James Dean, Grand Visual 7. Digital / MGFX Director - Ric Albert, Grand Visual 8. Production Director - Ben Putland, Grand Visual 9. Lead Producer - Nadiya Abubakar, Grand Visual 10. Digital Producer - Rebecca Jean-Louis, Grand Visual 11. Motion Graphic Designer - Joe Brooks, Grand Visual 12. Broadcast Video Director - Jay Hatcher, Disney Parks 13. Broadcast Producer - Dana Conte, Creative Entertainment, Disney Parks 14. Social Film Director - Rory McKeller, Grand Visual 15. Director of Photography - Charles Heales, Grand Visual 16. Editor - Jonah Maddox, Grand Visual; Red Bull - In Store Media by Verifone Media for Red Bull
Hoping to grow sales of its 16-ounce cans at convenience stores, Red Bull employed an affinity marketing campaign with an upsell-activation component. When customers went to purchase certain “trigger” products - tobacco and premium water among them - they were hit with messaging offering Red Bull cans at a lower price. Not only did the test stores see a sales increase (by 13.5% over the control group), but the brand gleaned valuable insight to use in future campaigns.
Affiliated Agency: N/A
Credits: Angie Elliot, Director of Client Services Alex Sophocleous, Account Executive Kristi Gehring, Producer; Shades Up by Pearl Media for JetBlue
When JetBlue upped the number of nonstop routes from its Fort Lauderdale-Hollywood International Airport hub, the carrier promoted it by building a medium-scale replica of a fuselage. The fuselage, displayed at the upscale Aventura Mall, had window shades that slid open to reveal a touch-enabled digital screen that offered passersby the opportunity to play an interactive trivia game. The program, “Shades Up,” registered nearly 18,000 customer interactions in a two-week span, with 3,289 of them sharing their email address.
Affiliated Agency: Rapport Worldwide - OOH Agency, Mullen Lowe - Creative Agency
Credits: Anthony Petrillo - EVP - Pearl Media Jim Read - Creative Director - Pearl Media Daniel Odham - VP, Interactive Development - Pearl Media Ashley Moll - Associate Media Director - Rapport Worldwide

Restaurant/QSR: My Chili's Rewards by Ziosk for Chili's
With loyalty programs surging in popularity in the restaurant business, Chili’s teamed with Ziosk and RAPP to create one of its own. The program, My Chili’s Rewards, allowed diners to enroll, complete challenges, generate reward points, redeem reward points and pay their checks on the Ziosk tablet. Within the first 90 days of its May 2015 debut, the program enrolled 2.1 million customers, which exceeded expectations by a comfortable margin.
Affiliated Agency: Ziosk Creative Services and RAPP
Credits: John Regal, CMO, Ziosk Erin Bouck, Head of Client Management, Ziosk Leslie Truelove, Director of Marketing, Ziosk Nathaniel Platts, Sr. Designer, Ziosk Creative Services Matt DeLoach, Sr. Motion Graphics Designer, Ziosk Creative Services Vernon Franklin, Engineer, Ziosk David Perez, Engineer, Ziosk; Academy of Football by NTN Buzztime, Inc. for MIllerCoors
To appeal to legal-drinking-age college football fans, MillerCoors teamed with Buzztime, a provider of in-venue games, to launch the Academy of Football. Live at nearly 1,000 retail locations, Academy of Football challenges fans with a range of trivia questions - both on game days and off-nights. The Academy of Football initially featured more than 2,000 questions; more have been added since the start of the season in September. Through early October, it had logged nearly 100,000 game plays.
Affiliated Agency: MillerCoors, Prizelogic
Credits: Buzztime: Kevin Bedard (Graphic Designer), Clint Worley (Executive Producer), David Friedland (Game Designer), Tom Braski (game Designer), Donte Knippel (Project Manager), Erik Evans (VP Enterprise Enablement); reFRESH by Attract Media / TouchTunes for Coors Light
As part of its reFRESH music initiative, Coors Light partnered with a handful of vendors to create a digital jukebox experience. The experience was designed to usher users - who could participate on multiple screens - on a tour of the history of hip-hop. They were offered a “hero moment,” in which they could choose the song that played next on the nationwide network. The campaign also featured a social component, courtesy of a custom-themed photo booth and the shots snapped therein.
Affiliated Agency: Affiliated Agency: Kinetic Worldwide, Initiative, Common Ground.
Credits:
Credits: (Kinetic Worldwide): Jill Waldsmith, Account Director. (Initiative): Conor Johnson, Media Strategy Supervisor, Valerie Peacock, Associate Media Director, Allie Pernai, Media Strategist, Nicole Kelliher, Associate Media Strategist. (Common Ground): John Casmon, Senior Account Director, Mark Graham, Creative Director, Lauren Ingram, Associate Creative Director, Schylerr Gilmore, Associate Creative Producer, Shawn A. Gadley, Multimedia Creative. (Attract Media): Mike Coppola, VP Head of Media & Advertising, Elliot Coakley, Creative Director.

Park/Sports Arena/Stadium Concert Venue: Game Central by RP3 Agency for Norfolk Southern
As official sponsor of the Club Level at Washington, DC's Nationals Park, Norfolk Southern teamed with RP3 to showcase the railroad's historical legacy as well as its future through innovative technology. Working with LA-based firm The Character Shop, RP3 created a dynamic “Game Central" display featuring model trains that move in real-time to present game scores and stats, an elevated model train, and a mural portraying Norfolk Southern's long-time connections to baseball. The campaign drove engagement and heightened brand awareness among fans.
Affiliated Agency: The Character Shop, production designer, animatronics
Credits: Kurt Roberts, RP3 Agency Chief Creative Technologist; Bryan Cox, RP3 Agency System Architect; Michael Kahane, RP3 Agency Creative Technologist; Jeremy Hilts, RP3 Agency Creative Technology Director; Tracy Rotton, RP3 Agency Front End Architect; Julie Smith, RP3 Agency Creative Technologist; Sarah Goldman, RP3 Agency Creative Technologist; Jim Lansbury, RP3 Agency Executive Creative Director; Michael Carpenter, RP3 Agency Creative Director; Chris Sheldon, RP3 Agency Art Director; Kyle Knauff, RP3 Agency Account Executive; Jacqui Hannigan, RP3 Agency Media Strategy; Donna Schoch-Spana, RP3 Agency Producer; Power of Sport by MediaCom for Shell
Shell created the first player-powered soccer field in a Rio de Janeiro hillside favela, using innovative technology to harness the kids' energy and power the stadium lights. Mediacom partnered with Conde Nast to amplify the story through major print publications and short films, showcasing the campaign's impact on the community and its culture. Sixteen million impressions were generated from social conversations and 35 million people reached through Shell-owned channels. Most importantly, the kids now have a safe place to play soccer at night.
Affiliated Agency: JWT (Creative Agency)
Credits: Nigel Robinson, Managing Partner, MediaCom Janie Debiol, Associate Director, MediaCom Worldwide Gavin McGrow, Global Strategy Director, MediaCom Worldwide Becky Jones, Group Account Manager, MediaCom Worldwide Libby Wright, Content Manager, MediaCom Worldwide Georgina Koenig, Senior Planner, MediaCom Worldwide Adam Cartwright-Howell, Media Executive Larry Swyer, Managing Partner, MediaCom US Geoffrey Campbell, Partner, Senior Director of Content, MediaCom US Jakob Reich, Digital Media Supervisor, MediaCom US Rachel Nowick, Communications Planning Director, MediaCom US Ana Pak, MBA Digital Associate Director, MediaCom Beyond Advertising UK Tatjana Udalova, Social Media Planner, MediaCom Worldwide Teo Van-Barthold, Junior Social Planner, MediaCom Worldwide Elizabeth Man, Paid Social Executive, MediaCom Worldwide Misha Sher, Partnerships Director, MediaCom Worldwide; AT&T “Roll-Over Data” Launch InStadium by InStadium for AT&T
Tapping into the active lifestyle of its prospective customers as well as its core customer base, InStadium engaged live sports fans through the launch of its "Roll-Over Data" campaign for AT&T. Using dynamic video ads, audio and full-LED stadium takeovers, InStadium brought the campaign message to the world's largest digital video boards to reach more than 2.4 million live sports fans -- generating greater awareness and engagement for AT&T's new data plan.
Affiliated Agency: MEC
Credits: Jessica Gagliardi, Senior Partner and Senior Director at MEC Reggie Riley, Chief Revenue Officer at InStadium Eric Smith, VP of Operations at InStadium Meg Skwiat, Program Manager at InStadium

Transit: Airplane/Train/Bus/Subway: #TinyBubbles by Kinetic for Lipton
Kinetic’s #TinyBubbles installation inside Grand Central Station supported the launch of Lipton’s Sparkling Iced Teas, a line of lightly carbonated beverages. Animated projections on transparent screens showed people elevated by flurries of tiny bubbles. The intent was to keep a crowd engaged with the display, often the most challenging aspect of any out-of-home branding. A face-tracking measurement device found a 43% rate of engagement, with a 37.1 second average dwell time— high when compared to the viewership of most online rich media.
Credits: Mike Gamaroff – Managing Director, Kinetic Active Fred Navarrete – Account Service Manager, Kinetic Tom Cugini – Director, Mindshare Tom Le Bon - Lead Motion Designer, Candyspace; Amazon.com Holiday Gift Guide on MTA “On the Go” Travel Station Kiosks by Intersection for Amazon.com Holiday Gift Guide on MTA “On the Go” Travel Station Kiosks
For the 2014 holiday season, Intersection showcased custom-built transactional ads from Amazon.com to a captive subway audience via New York’s MTA On the Go information kiosks, creating a network of digital out-of-home storefronts in the busiest transit system in the U.S. The digital kiosks featured curated products from Amazon’s Consumer Electronics Holiday Gift Guide. Commuters could browse, then buy via phone. This new “underground mall” redefined out-of-home advertising, adding a new point of purchase for Amazon customers.
Credits: Damian Gutierrez, Client Strategy, Intersection Mike Clare, Experience Design and Strategy Lead, Intersection Additional Intersection Team Members: Charlie Miller, Michelle Borza, Nicole Nguyen, Charles Mastin, Quinn Shanahan, Will McCutcheon.; Kumho Basketball Challenge by Pearl Media for Kumho Tires
For Kumho Tire, Pearl Media created a digital basketball court in the Times Square Shuttle train station, luring commuters to play arcade-style hoops with New York Knicks star Carmelo Anthony. Players pitched Kumho tires into a hoop with a finger swipe, received a critique of their skills from the digital Anthony, and were then photographed next to the hoopster’s image. Then they input their info to receive the photo and enter a sweepstakes. Results: 3,438 consumer interactions, 629 photos emailed; data capture rate, 18.3%.
Affiliated Agency: Trailer Park - Creative Agency, Pal 8 Media - Media Agency, Russ Media - OOH Agency
Credits: Anthony Petrillo - EVP - Pearl Media Jim Read - Creative Director - Pearl Media Daniel Odham - VP, Interactive Development Jaewon Byun - Partner - Pal 8 Media Matthew Wells - Account Supervisor - Trailer Park

Wildcard (venue not covered in any of the above categories): Times Square 4K Screen launch by Second Story, part of SapientNitro for Vornado Realty Trust
Just when you think advertising cannot get any bigger in Times Square, enter Vornado Realty Trust. The company added a 4K screen to the popular tourist attraction that’s nine stories high and a city block long. Second Story was brought in to activate the screen and target potential advertisers. A VIP event held below the screen featured custom 3D-printed objects, a building wrap and stellar visual and audio elements to launch the screen, which was quickly leased out for two years.
Credits: Creative Direction, Production, & Execution: Second Story, part of SapientNitro Artist: Universal Everything; The Island Immersion Room by SapientNitro for Fisher Island
Fisher Island, located off the coast of Miami, is home to real estate for the uber rich, where apartments sell for upwards of $10 million. To help agents sell space in a new building, Palazzo del Sol, SapientNitro created an Island Immersion Room. At the center of the room is an interactive table that’s surrounded by video walls that can easily be customized with floorplans, design renderings and views from a balcony that doesn’t exist. In three months, 50% of the building was sold.
Credits: Worldwide Chief Creative Officer: Gaston Legorburu North America Chief Creative Officer: Gary Koepke Executive Creative Director: Robert Kleman Executive Creative Director: Matthew Atkatz Creative Director: James Allen Creative Director: Andrew Goldstein Creative Director: Eddie Gomez Associate Creative Director: Cesar Santos Associate Creative Director: Matt Kelsen Senior Art Director: Frank Gomez Creative Technologist: Steve Cucinotta Senior Designer: Hugo Broche Senior Designer: David Iglesias Senior Designer: John Gonzalez VP Client Services: Matt Kujawa Senior Account Director: Debbie Casey Account Manager: Melissa Acosta Director of Technology: Jay Wilson Senior Manager, Interactive Development: Alex Toledo Senior Manager, Mobile Solutions: Ben Wakeman (2S) Developer, Mobile Solutions: Jenelle Walker (2S) Luis Giron – Sound Designer Alejandro Roses – Motion Artist Ariel Bellumio – Post Supervisor; reFRESH by Attract Media / TouchTunes for Coors Light
In an effort to target Millennials, Coors Light, Kinetic, Initiative and Common Ground teamed with Attract Media (TouchTunes) to create a “reFRESH” music initiative via cross-screen ad platform. The campaign centers on digital jukeboxes that bring users on a tour of hip-hop’s history plus regional sounds across the country. Mobile users were offered two free music credits for the TouchTunes music app, with Coors Light branding. The mobile app also promoted a Coors Light artist and users could interact seamlessly on jukebox and mobile elements.
Affiliated Agency: Affiliated Agency: Kinetic Worldwide, Initiative, Common Ground.
Credits:
Credits: (Kinetic Worldwide): Jill Waldsmith, Account Director. (Initiative): Conor Johnson, Media Strategy Supervisor, Valerie Peacock, Associate Media Director, Allie Pernai, Media Strategist, Nicole Kelliher, Associate Media Strategist. (Common Ground): John Casmon, Senior Account Director, Mark Graham, Creative Director, Lauren Ingram, Associate Creative Director, Schylerr Gilmore, Associate Creative Producer, Shawn A. Gadley, Multimedia Creative. (Attract Media): Mike Coppola, VP Head of Media & Advertising, Elliot Coakley, Creative Director.

Best Brand Execution Within a Specific Marketing Sector Back to top

Automotive: All-New 2015 Ford Mustang by Blue Bite for Ford
Focused on promoting their new 2015 Ford Mustang, the Ford Motor Company teamed up with Blue Bite and Team Detroit to create an interactive ad experience for taxi passengers. Using NFC and QR-enabled mTAGs, riders were able to access exclusive content through their mobile devices that they could view long after their ride. Through a small survey, they were able to measure brand lift and boost their promotional efforts.; Buick Car Care - Pump Media by Verifone Media for Buick
Buick wanted to raise awareness of its after-market service, especially with GM owners. To grab drivers at an opportune moment, video spots ran on Pump Media at various gas stations, providing key car-care tips. On the metrics front, Buick conducted an intercept survey of GM owners while viewing to assess ad recall and brand attitudes. Score one for immediacy: 46% will visit a Buick dealership for service in the next month, while 61% had an excellent overall opinion of the brand.
Affiliated Agency: N/A
Credits: Kristi Gehring, Producer; Chevy Trax #HiddenGems by Posterscope USA for Chevrolet Trax
Chevrolet created a millennial-targeted campaign in New York, LA and Chicago. To promote the Chevrolet Trax, billed as a “city-smart SUV,” the work utilized street-level interactive media. Passersby selected their interests on a dynamic outdoor screen. After they were asked to choose between subjects, “hidden gems,” various locales in their city, were revealed. The fun, impromptu effort promoted the new car and offbeat urban destinations. Plus, Chevy #HiddenGems drove attention; it garnered over 3 million market impressions, with about 2,000 consumer engagements per week.
Credits: Posterscope: VP DIRECTOR: Jessica Freely ASSOCIATE DIRECTOR: Dawn Rivard ASSOCIATE DIRECTOR: Mindy Zonis ASSISTANT: Adam Toolin CEO: Helma Larkin SVP DIRECTOR: Martin Porter VP STRATEGY: Jeff Tan Pearl Media: SALES REPRESENTATIVE: Anthony Petrillo Commonwealth: CHIEF CREATIVE OFFICER: Gary Pascoe CREATIVE DIRECTORS: Kathy Speck & Rich Weinert ART DIRECTOR: Andy Ozark COPYWRITER: Joel Wescott PROJECT MANANGER: Keats Dolgin ACCOUNT DIRECTOR: Rebecca Chow ACCOUNT EXECUTIVES: Chris Skalsky & Phil Nardone Fleishman: ACCOUNT SUPERVISORS: Greg Brown & Sam Mertins Carat: GLOBAL PRESIDENT, GM: Alex Crowther NORTH AMERICAN BUSINESS DIRECTOR, COMMUNICATIONS PLANNING: Abbey Berryman SVP, GROUP DIRECTOR, CHEVROLET US: Nick Johnston VP, DIRECTOR, COMMUNICATIONS PLANNING: Adam Comstock DIRECTOR, COMMUNICATIONS PLANNING: Gabrielle Jarvis ASSOCIATE DIRECTOR, COMMUNICATIONS PLANNING: Courtney Powers SUPERVISOR, COMMUNICATIONS PLANNING: Malauri Rowland ASSOCIATE, COMMUNICATIONS PLANNING: Kristen Ridenour

Beverage: #TinyBubbles by Kinetic for Lipton
Engaging people at the corner of Grand Central Station is tricky. Usually, they are in a rush. How best to catch their attention? Simulations of people floating in space — on tiny bubbles — after a sip of Lipton’s Sparkling Ice Teas. The projections were animated in hyper-real CGI — and the playful simplicity scored. Almost 45,000 people walked by the installation and nearly half looked directly at the screens for 37 seconds, registering a 43% engagement. And they sampled the new product, sweet moment
Credits: Mike Gamaroff – Managing Director, Kinetic Active Fred Navarrete – Account Service Manager, Kinetic Tom Cugini – Director, Mindshare Tom Le Bon - Lead Motion Designer, Candyspace; What's Your Margarita Type? by Ziosk for Chili's/Patron/Jose Cuervo
Margaritas are party drinks and to keep up the fun quotient, a Chili’s campaign featured four margaritas with tequilas by Sauza, Jose Cuervo, Patron and Herredura. The interactive quiz asked: What’s your margarita type? Then, it recommended a specific margarita, such as the Presidente, based on your answers. The month-long program had 756,000 unique activations with 21% taking the quiz a second time, resulting in a total audience of 1.2 million. The liquor companies drank in double-digit sales. Bottoms up!
Affiliated Agency: Ziosk Creative Services
Credits: Leslie Truelove - Director of Marketing, Ziosk Jaya Godhwani - Marketing Manager, Ziosk Matt Deloach - Sr. Graphics Designer, Ziosk Creative Services Chris Adams - Jr. Designer, Ziosk Creative Services Becky Brandenberg - Sr. Copywriter, Ziosk Creative Services Katie Toohill, Copywriter, Ziosk Creative Services Danish Rajwani - Content Programming, Ziosk; reFRESH by Attract Media for Coors Light
Coors Light beer and hip-hop is a potent brew. Coors, Kinetic, Initiative and Common Ground pushed the reFRESH music initiative with an engaging user experience – a tour of hip-hop’s history via a digital jukebox at social venues nationwide. Users took real-time photos with friends at a photo booth, while Coors Light aired 30-second video commercials in-between custom Twitter and Instagram social feeds. Venue music notifications augmented the media, while mobile users got two free music credits within the TouchTunes app to up brand awareness.
Affiliated Agency: Affiliated Agency: Kinetic Worldwide, Initiative, Common Ground.
Credits:
Credits: (Kinetic Worldwide): Jill Waldsmith, Account Director. (Initiative): Conor Johnson, Media Strategy Supervisor, Valerie Peacock, Associate Media Director, Allie Pernai, Media Strategist, Nicole Kelliher, Associate Media Strategist. (Common Ground): John Casmon, Senior Account Director, Mark Graham, Creative Director, Lauren Ingram, Associate Creative Director, Schylerr Gilmore, Associate Creative Producer, Shawn A. Gadley, Multimedia Creative. (Attract Media): Mike Coppola, VP Head of Media & Advertising, Elliot Coakley, Creative Director.

Consumer Packaged Goods: Love Is On by MediaCom for Revlon
What sells better than sex? Well, Revlon’s answer to this is “love”. As Revlon was seeking ways to redefine itself in the sea of competitors, it celebrated the connection between beauty and love. The moment makeup in on, love is on. An interactive 3,000 sq ft digital billboard was installed in the world’s most visited place – New York City’s Times Square. As a result, million of women from around the globe showed how the love was on using the #LoveIsOn hashtag.
Affiliated Agency: AR New York (Creative) Lippe Taylor (PR Agency)
Credits: Kristin Goodloe, MediaCom, Managing Partner Mark Fortner, MediaCom, Managing Partner, Head of Innovation Jasmine Belassie-Page, MediaCom, Digital Media Director Gusto Marulanda, MediaCom, Director of Design and Digital Innovation Manuela Ruiz, MediaCom, Creative Director Stu Weiner, MediaCom, Director of Branded Content and Production Kiki Rees, Revlon, SVP, Global Consumer Engagement Lauren Wexler, Revlon, Senior Director, Global Media Martine Williamson, Revlon, VP, Marketing Tracy Nix, Revlon, VP, Marketing; Vitamin Water - In Store Media by Verifone Media for Vitamin Water
Vitamin Water has utilized In Store Media in c-stores across the US both as an advertising medium and a testing tool. Consequently, testing at the point of purchase provided a solution for a multitude of factors contributing to increase in sales of bottled beverages. Specifically, Digital Discount campaign ran a variation of offers at different price points with different display methods. When certain trigger products (Gatorade, water brands) were scanned into a transaction, offers for other Vitamin Water products displayed.
Affiliated Agency: N/A
Credits: Kristi Gehring, Producer Alex Sophocleous, Account Executive Angie Elliot, Director of Client Services; LINDOR Chocolate Day by ABC Creative Services for Lindt & Sprungli USA
May 9th has marked a new observance that is now on every sweet-toother’s…er…teeth. Lindt USA has declared May 9th LINDOR Chocolate Day in celebration of the iconic LINDOR truffle. ABC Creative services created the spots for the American Eagle Sign as well as the Harmon Corner Digital billboard, alluring thousands of chocolate lovers to complementary indulgencies in form of LINDOR melt and truffles. Now, what can possibly top off chocolate? Selfie. Better yet, an animated chocolate pour into a giant truffle made of selfies. Yesss
Credits: Donna Moy Executive Director Eriberto Soto Associate Director Thomas Bone Production Operations Manager Mira Scharf Production Designer Keelmy Carlo Production Designer Activate the Space Brad Eisenhaure Stew Ives American Eagle Dave Taylor Lindt & Sprungli USA Max Wibaux

Entertainment: Orange Is The New Black - Season 3 by Kinetic for Netflix/Orange Is The New Black
A way to have a mug shot without being arrested. To promote the third season of “Orange is the New Black,” Netflix tapped Kinetic create a campaign using the spiritual theme of the new season. Four 14’ votive candle-shaped photo booths were placed in Times Squares’ Pedestrian Plaza, where passersby could take “mug shots” that were displayed on nearby digital screens and a digital double decker bus. Laura Prepon and Laverne Cox surprised fans in the photo booths, increasing social media coverage.
Affiliated Agency: Grandesign, Media Agency
Credits: Cherie Johnson, Managing Director, Kinetic Rebekah Zabarsky, Associate, Kinetic Keanne Okabayashi, Associate, Kinetic; Disney Infinity 3.0 Edition by Grand Visual for Disney Interactive
Where kids can be kids and adults can be kids. Disney Infinity, a "toys to life" video game published by Disney Interactive Studios, created an Augmented Reality installation for people to interact with. Fans could choose their favorite character, like Darth Vader, and interact with him via green screen. The next day, the participant was emailed a video of them fighting Darth Vader, sharable via social media. More than 8,400 fans made their own video with a game character.
Credits: Disney Interactive Grand Visual; Hotel Transylvania 2, Which monster are you? by Six Flags Entertainment for Sony Pictures/Hotel Transylvania 2
In case you’re looking for something to do at an amusement park, Six Flags teamed with Sony Pictures Entertainment to promote the release of "Hotel Transylvania 2." Parks were equipped with digital kiosks where fans could morph their face into one of six characters from the movie. Pictures were emailed to guests with more than 4,000 visitors morphing into characters. "Hotel Transylvania 2" came in first at the box office and scored the best opening for a September film to date.
Credits: Julie Manard VP, Media Sony Pictures Entertainment Will Bellatty VP, National Sales MVP-Interactive Pete Dimitrakopoulos Director, Corporate Alliances Six Flags Entertainment Adam Oliveri VP, Corporate Alliances Six Flags Entertainment

Financial Services: First Niagara Online Account Opening Promotion by SapientNitro for First Niagara
First Niagara used clever out-of-home ads to sell the idea of online accounts. The impetus was to promote the bank’s new online opening page. The twist was turning the digital billboards into Wi-Fi hotspots or Ethernet cables. The creative less-is-more campaign redefined banking, making any network connection a local branch! That push had the added bonus of transforming smartphones into media placements. Plus, it turned what is often a stodgy industry, banking, into a hip player in a mobile-driven world.
Credits: Gaston Legorburu - Worldwide Chief Creative Officer, Chad Borlase – Creative Director, Michael Siegers – Snr. Art Director, Dan Cummings – Snr. Writer, Kate Turner – Account Director, Howie Howatson - ECD, Daz McColl - Global Chief Brand Strategy Officer, John Herman - Media Director; Hockey Card by Cineplex Digital Solutions (CDS) for Scotiabank
To highlight Scotiabank’s sponsorship of NHL, it summoned the inner hockey player in fans. Participants could customize their hockey card with a favorite team, then share on social media. The fantasy posting was possible via an Interactive Media Wall, a screen outside a bank branch commuters passed daily. For hockey lovers, it’s fun; for the bank, the platform grabbed analytics for marketing purposes. Over 400 completed interactions were reported in a few weeks, while more than half of participants emailed the completed card.
Credits: Laura Shaw - Director, Creative Services, CDS Mark Rasmussen - Director, Solutions, CDS Frank Abreu - Executive Director, Customer Engagement, CDS Eddie Pilatos - Director, Brand Implementaion & Creative Production; Human Hello by Tierney for TD Bank
Long gone are set banking hours and waiting in line for tellers. But TD Bank wanted to remind customers that they are human beings, not just account numbers. Using digital billboards in New York City, Boston and Philadelphia, TD greeted people with time-appropriate missives in dayparts. Commuters could tweet the #HumanHello and received personalized messages back, such as “Tackle the Day, Tyler” and “Can’t Beat Zeke!” All were a reminder that in an impersonal world, TD Bank still cared about individuals.
Credits: all individuals listed below are Tierney employees SVP, Creative Director: Teri Gerbec Associate Creative Director: Emily Smeraldo Copywriters: Nick Burwit, Zach Thornbury, Adam Hauptman, Paige Montes Senior Graphic Designer: Jennifer Chapman Account Executive: Danielle Masi VP, Account Director: Heather Nally SVP, Management Director: Rick Radzinski Media Supervisor: Terence O'Connor Digital Media Supervisor: Mariya Taukule SVP, Associate Media Director: Shelly Hammon Integrated Producer: Lauren Nunnelee Jr. Project Manager: Maggie Madocks Vice President, Social Media Strategist: Kate O'Neil Account Coordinator, PR: Jeremy Keys Assistant Account Executive, PR: Meredith Meister

Travel & Tourism: A Better Wingman by Mediahub for JetBlue
Mullen set up an interactive display portraying a Jet Blue crewmember who demonstrated the airlines' legroom, 36 TV channels and unlimited snacks. While the crewmember looked like a recorded video, she was actually live in the screen and could see and hear everyone that approached the installation, and note what they were doing and wearing. A video of the three-day event was shared and watched more than 1 million times in less than one week.
Credits: Mediahub: Keith Lusby, SVP Group Media Director Shoshana Levine, Senior Media Planner Lauren Meyers, Media Planner Kelsey Capobianco, Media Planner Mullen: Tim Vaccarino, SVP Executive Creative Director Dave Weist, SVP Executive Creative Director Ben Salsky, VP Associate Creative Director Dan Madsen, Associate Creative Director & Director Evelynne Scholnick, Copywriter Scott Petrichko, Art Director Eric Skvirsky, Content Producer Nick Brecken, Associate Editor & Videographer Chris Zuppa, Animator Drayton Martin, SVP Group Account Director Jaclyn Ruelle, VP Account Director, PR Rapport: Ashley Moll – Associate Media Director Andrew Weinstein – Junior Account Executive. Pearl Media: Anthony Petrillo, Executive Experiential Producer, Daniel Odham, Experiential Producer.; Show Your Disney Side by Grand Visual for Walt Disney Parks & Resorts
Grand Visual drew on augmented reality technology to develop a storefront facade that displayed Disney-fied "shadows" of passers-by. To accomplish this, Grand Visual's technology replaced people's actual shadows with ones of Mickey, Minnie, Goofy and other Disney characters. A video crew captured shoppers' reactions to their "Disney Side" shadow for a video that was uploaded to Disney's social media pages. Within 48 hours of launch, the video received 58 million views across Facebook and YouTube and 1.2 million shares.
Credits: 1. Vice President Creative Inc - Duncan Wardle - Disney Parks 2. Vice President Digital Marketing - Tom Aronson, Disney Parks 3. Digital Marketing Director, Alex Ruiz, Disney Parks 4. Digital Marketing Manager, John Rogers, Disney Parks 5. Creative and Technology Director - Dan Dawson, Grand Visual 6. Technical Director - James Dean, Grand Visual 7. Digital / MGFX Director - Ric Albert, Grand Visual 8. Production Director - Ben Putland, Grand Visual 9. Lead Producer - Nadiya Abubakar, Grand Visual 10. Digital Producer - Rebecca Jean-Louis, Grand Visual 11. Motion Graphic Designer - Joe Brooks, Grand Visual 12. Broadcast Video Director - Jay Hatcher, Disney Parks 13. Broadcast Producer - Dana Conte, Creative Entertainment, Disney Parks 14. Social Film Director - Rory McKeller, Grand Visual 15. Director of Photography - Charles Heales, Grand Visual 16. Editor - Jonah Maddox, Grand Visual; A Better Wingman by Pearl Media for JetBlue
A digital storefront display prompted New Yorkers to interact with a seemingly robotic JetBlue crewmember, who would answer questions about JetBlue's offerings. Consumers selected from categories including customer service, legroom, entertainment and snacks. From May 15th to 17th, Mary, a JetBlue crewmember, took over the experience and unexpectedly engaged in real time with customers. The campaign, which was covered by the press, netted more than 2 million media impressions.
Affiliated Agency: Rapport Worldwide - OOH Agency, Mullen Lowe - Creative Agency
Credits: Anthony Petrillo - EVP - Pearl Media Jim Read - Creative Director - Pearl Media Daniel Odham - VP, Interactive Development - Pearl Media Ashley Moll - Associate Media Director - Rapport Worldwide

Wildcard (industry not covered in any of the above categories): SapientNitro’s Battle of the Hands 2014: Posterpocalypse by SapientNitro for SapientNitro
SapientNitro attracted over 5,000 attendees (and 1.15 million Twitter impressions) to its booth at the Adobe MAX creativity conference with Battle of the Hands Posterpocalypse, in which designers competed to design a movie poster voted the best by the audience. Digital tactics supporting the two-day event ranged from 50” LCD screens to an app providing contest criteria, including (imaginary) movie titles. A microsite developed pre-event buzz as well as post-event follow-up, all with the intent to increase industry awareness of the agency’s creativity.
Credits: Gaston Legorburu – Worldwide Chief Creative Officer Nate DeLong – Creative Director Alice Leung – Lead Producer Sarah Jones - Producer Joe Heck—Cinematographer/Editor Carson Lund—Cinematographer/Editor Jon Kneeland—Visual Designer Thibault Kim—Visual Designer Derek Luciani—Visual Designer Hoon Oh-Experience Design Lead Melanie Nayer—Social Lead Kaitlin Maud—Social Strategist Tony Terranova—Account Director Forrest Frazier—Developer Gerard Blanton—Event Photographer; Power of Sport by MediaCom for Shell
Shell enhanced its image as a company committed to sustainable energy solutions and humanitarianism with the awesome “Power of Sport.” Using kinetic energy tiles, the company created the first player-powered soccer field, in a poor Rio de Janeiro neighborhood. MediaCom publicized the effort to a broad audience through multiple platforms, with branded content created by Conde Nast. Sixteen million impressions were generated from social conversation and 35 million people were reached through Shell’s owned channels. Videos telling the story had 80%+ completion rate.
Affiliated Agency: JWT (Creative Agency)
Credits: Nigel Robinson, Managing Partner, MediaCom Janie Debiol, Associate Director, MediaCom Worldwide Gavin McGrow, Global Strategy Director, MediaCom Worldwide Becky Jones, Group Account Manager, MediaCom Worldwide Libby Wright, Content Manager, MediaCom Worldwide Georgina Koenig, Senior Planner, MediaCom Worldwide Adam Cartwright-Howell, Media Executive Larry Swyer, Managing Partner, MediaCom US Geoffrey Campbell, Partner, Senior Director of Content, MediaCom US Jakob Reich, Digital Media Supervisor, MediaCom US Rachel Nowick, Communications Planning Director, MediaCom US Ana Pak, MBA Digital Associate Director, MediaCom Beyond Advertising UK Tatjana Udalova, Social Media Planner, MediaCom Worldwide Teo Van-Barthold, Junior Social Planner, MediaCom Worldwide Elizabeth Man, Paid Social Executive, MediaCom Worldwide Misha Sher, Partnerships Director, MediaCom Worldwide; Driving with Dunkin' by Waze for Dunkin' Donuts
New England Patriots tight end and Dunkin’ Donuts spokesman Rob “Gronk” Gronkowski was a voice on Waze, a crowdsourced navigation app with more than 50 million active users around the world. The New England-focused voice campaign resulted in hundreds of thousands of downloads. Aside from the success directly tied to ad units, 91% of Gronkowski voice downloads were organic, indicating that the campaign’s reach spread well beyond the potential of a traditional ad campaign—it went viral.
Affiliated Agency: Trilia (Hill Holliday)
Credits: Waze: Jordan Grossman, Head of North America Sales Christian Boesen, Sales Director Bart Kloosterboer, Partnership Manager Upasna Kohli, Ad Operations Manager Dunkin’ Donuts: Scott Hudler, VP Global Consumer Engagement Nick Dunham, Director of Media Meghan Galligan, Interactive Manager Courtney Clayton, Advertising Manager Trilia (Hill Holliday): Jeff Zanella, VP Associate Media Director Jacqueline Klein, Associate Media Director Brittany Passafaro, Account Manager

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Best Venue/Location Based Execution Back to top

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2015 Finalists