MediaPost – Digital Out of Home Awards

Marketing Sector

Consumer Packaged Goods: 2018 Clif Builder's Integrated Program by ZOOM Media for Clif Bar & Company
The decade-long partnership between Clif and ZOOM Media has brought forth the fully integrated experience and drove the best results for the products. This year's program was designed to drive awareness for CLIF Builder’s protein bar. It featured an influencer-driven circuit challenge workout, video, static media, and mobile advertising. As a result, 1,151 fitness facilities participated in product sampling with an accompanying counter display, 934 health clubs broadcast the Circuit Challenge on overhead screens and over a million protein bar samples were distributed.
Credits: Artie White, Director of Integrated Experiences, ZOOM Media Sommer Smith, Senior National Account Director, ZOOM Media Chelsea Laursen, Manager of Partnerships & Programs, Clif Bar & Company; Cottonelle Pride 2018 by Rouge Media for Cottonelle
In an effort to inform young Canadians about flushable wipes as a solution to cleaning up after intimate moments, Cottonelle teamed up with Rouge Media and found the best place to communicate this message right where openness about sexuality is celebrated - Toronto’s 2018 Pride weekend. As young people interacted with the cheeky out of home activation, featuring ‘sexting’ emojis, they were awarded with a sample of Cottonelle Flushable Wipes. Over the three days, 100% of samples were distributed, making the overall activation a success.
Credits: Creative Agency: Ogilvy Canada Brian Murray, Chief Creative Officer Max OssRech, Copywriter Pam Danowski, Copywriter Joe Morris, Creative Group Head Heather MacDonald, Art Director Amy Fernandes, Art Director Aviva Groll, Director Account Management Samantha Weisbarth, Account Supervisor Michelle Lee, Planning Director Robyn Hutman, Strategist Eric Thompson, Video Producer/Editor Media Agency: Mindshare Canada Alexia Gonsalves, Strategic Planning Manager Nancy Tran, Strategic Planning Associate Michaela Ryan, Manager Digital Trading Katherine Upton, Strategic Planning Director Meredith Menkes, Managing Director, Client Leadership Client: Kimberly Clark Therese Brisson, Director, Marketing & Sales Strategy Mitch Faigan, IMP Director Tom Houde, Brand Manager Ali Ruffo, Digital & Social Marketing Manager Media and Activation Execution Rouge Media; TRESemmé Exhale by Mindshare Canada for Unilever/TRESemmé
With the objective to reengage millennials’ as hairspray consumers and challenge the stereotype hairspray is something antiquated that will makes hair crunchy and stiff, TRESemmé created a dynamic campaign that blew through Montreal’s subway stations. The wind-sensors installed on the subway platform activated a video ad, showing the model’s hair blowing in the breeze as the trains were pulling in and out. The campaign promoted the new range of hairspray, which holds hair in place even after exposure to strong winds without losing its shape.
Credits: TRESemmé Exhale Campaign Credits: Mindshare: Michael Marcy – Strategy Director Jenny Lee – Planning Manager Kathleen Hutchinson – Senior Associate Planner Unilever: Brittany Hendriks – Associate Brand Manager Sarah Callaghan – Marketing Lead Hair Care Category Pinky Tang – Brand Manager Astral: Akuffo Sekyi-Otu – National Account Manager Pierre Luc Potvin – Producer Candice Bentham – Design and Creative Coordinator Yves Kingsley – Special Projects Karine Bellavance - Special Projects Julia Dickinson – Team Leader, Creativity Martin Gauthier – Special Projects

Entertainment: Avengers: Infinity War by Intersection for Marvel Studios, Walt Disney Studios Motion Pictures
On the day Marvel's “Avengers:Infinty War” premiered, Disney took over 1,400 LinkNYC displays for two hours. During that time, the LinkNYC kiosks showed video and static ads promoting the movie. The next day, Disney combined Moviefone's showtime data with LinkNYC's technology to show upcoming screening times at the closest theater to the Link. Ads that read “Now Playing” also featured a dynamic countdown clock to the next movie screening.
Affiliated Agency: Lindeman & Associates: LA, Illustration; OMD Entertainment, media; Intersection, media and technology
Credits: Steve Nuchols, Creative Director, Creative Print Services, Walt Disney Studios Tony Nuss, Art Director, Creative Print Services, Walt Disney Studios Marco Grob, Photographer, Creative Print Services, Walt Disney Studios Ann Skibosh, Production Director, Creative Print Services, Walt Disney Studios; FOX’s ‘LA to Vegas’ DOOH Campaign Hits the Jackpot by Boingo Media for Fox Television Group
To promote the sitcom “LA to Vegas,” Boingo Media rewarded travelers at major airports with WiFi in exchange for watching a trailer. Boingo Media also allowed passengers to tream the 30-minute pilot episode. The campaign resulted in numerous views of the episode, and a brand study found a 100% boost in travelers’ intent to watch the comedy and 75% lift in brand favorability.
Affiliated Agency: 360i, media buying
Credits: Dawn Callahan, chief marketing officer, Boingo Henry Blechman, national director of digital sales, Boingo Cheri Thornley, director of digital sales, northwest, Boingo Andrew MacArthur, manager, media marketing, Boingo; Lost in Space by This is Tommy for Netflix
To promote the first season of “Lost in Space,” Netflix transformed a large digital screen in Kuala Lumpur into what appeared to be a spacecraft launch countdown. The screen displayed video featuring the fictional show's crew, as well as a countdown clock. A news ticker at the bottom of the screen displayed real-world headlines.
Affiliated Agency: Media Buying - AdCity Havas Media APAC
Credits: Kamil Yadallee: Marketing Manager Yilin Lin: Integrated Producer Will Tunstall: Creative Director Alexis Sun: Producer Farhad Agzamov: Lead Developer Guo-You Chew: Art Director

Financial Services: Celebrating 200 Years | First Canadian Place by Cineplex Digital Media for BMO Financial Group
To commemorate its 200th anniversary, Canada's first bank, Bank of Montreal, invited Toronto commuters to explore key moments with a motion activated digital museum showcasing the bank's history. For the initiative, two large museum cases displayed framed paintings -- along with photos in 3D books, and trophies on podiums. When commuters approached, the paintings lit up and information about the bank appeared in digital text. The campaign resulted in more than 111,000 interactions.
Credits: Creative Director – Laura Shaw Associate Creative Director – James McLean Account Director - Graydon Stock Other team members who contributed – Mark Rasmussen, Nick Klawitter and Neil Uppal; RBC Canadian Open by Cineplex Digital Media for Royal Bank of Canada (RBC)
Aiming to communicate RBC's enthusiasm for Canada's National Open Championship, Cineplex Digital Media used three digital installations at RBC Waterpark place to track a golf ball’s trajectory from the tee to the hole. The “tee off” started at a screen on a pillar, while a 94' long screen showed the ball travelling across the fairway, and a screen on the wall showed the ball landing in a hole.
Credits: Account Manager – David Passmore Cineplex Digital Media; Visa Winter Olympics by Crane Connectivity Solutions for Visa
For eight weeks leading up to and during the 2018 Winter Olympic Games, some Crane vending machines showed ads for Visa. The ads were displayed in one of three spots -- a continuous loop to pasersby, upon customers' first touch of the interactive display screen, and when customers waited for their purchased products to dispense. Visa followed up the campaign with a media campaign on over 18,000 screens across Crane's media network.
Affiliated Agency: BBDO: Created the creative
Credits: Tricia Baade US Merchant Marketing, Sharon A. Peyer Vice President, Biz Dev and Media Crane Connectivity Solutions, Ryan Bukoski Advertising Operations Manager Crane Connectivity Solutions Office, Andrew Cameron Digital Media Analyst Crane Connectivity Solutions, Brendan Carr Crane Connectivity Media Network

Technology/Consumer Electronics: Google Assistant - CES Takeover by Outdoor Media Alliance for Google
Anyone who has been to the annual CES in Las Vegas knows that navigating in, around and through the mega tech confab is challenging, to say the least. To show how Google could help attendees navigate the overwhelming experience, Outdoor Media Alliance created 50 units of out-of-home media, a massive billboard at a key location, wrapped the monorail inside and out and created a network of digital screens. The Google Playground attracted 42,000 visitors, as Google dominated the press that week.
Credits: Name 1: Sarabeth Blum Title 1: OOH Account Supervisor (OMA) Name 2: Daniel Bauman Title 2: OOH Group Director (OMA) Name 3: Sean Tate Title 3: Global Business Lead - Strategy (PHD) Name 4: Shane Clements Title 4: OOH Sr Account Executive (OMA) Name 5: Peter Suh Title 5: Associate Director - Comms (PHD) Name 6: Jodi Stearns Title 6: Associate Director - Strategy (PHD) Name 7: Alex Cohen Title 7: Strategist (PHD); Bose: The Official Sound of Super Bowl LII by Clear Channel Airports for Bose
Super Bowl 2018 was noisy, and Bose wanted to show how its noise-canceling headphones can quiet a persons’ surroundings. As fans passed through the airport in Minneapolis, Bose gave them a chance to sample an actual coach’s noise canceling headset before leaving town, at a Branded Bose interactive exhibit, where purchases also could be made. Promotion included digital ads throughout the airport showing bold messaging to drive traffic to the location.
Credits: Phill Ragland—Executive Field Operations, CAA Brand Consulting Betsy Maus—Assoc. Director, Automated Retail, Best Buy Co, Inc. Drew Huffman, Senior National Manager, Bose Corporation Blair Christiansen, Sales Director, GM | MSP, Clear Channel Airports; Google Cloud by Captivate for Google Cloud
Google wanted to increase awareness of Google Cloud and to simplify topics such as artificial intelligence, machine learning and cloud computing for chief information officers and other tech decision makers. To demonstrate real-time technology during a real-life experience, the campaign created included a dynamic feed overlay of real-time NCAA March Madness game scores throughout the workday. Live questions could be answered via Google Cloud in the campaign, which ran across Captivate’s national network of 10,000 screens in 1,500 buildings.
Affiliated Agency: OMA, PHD
Credits: Captivate Team: Sales: Kaitlin Donohue, Kingman Gordon Studio: Scott Yapp, Conrad Forbes Agencies: OMA: Daniel Bauman, Shane Clements, Sarabeth Blum PHD: Graham Bahler, Armine Akopyan, Daniela Gonzalez

Travel & Tourism: Sweatlag by Outdoor Media Alliance for Delta Air Lines
Such a clever idea. No one likes jet lag and here’s a solution to that problem. By teaming up with Equinox, Delta provides added value. The RT dynamic nature of the billboards is genius. They address the traveler directly, following them throughout their journey in the landing city. “Sweat the [Departure City] out is a perfect slogan. Finally, the effort paid off in double-digit attendance at Equinox. What a way to grow!
Credits: Name 1: Dena Iraggi (OMA) Title 1: Associate Director Name 2: Celina Welbers (OMA) Title 2: Account Supervisor Name 3: Emanuela Caruso (PHD) Title 3: Associate Strategy Director Name 4: Emery Downes (PHD) Title 4: Associate Strategy Director; HotelTonight by Captivate for HotelTonight
HotelTonight was looking to increase brand awareness among professionals in SoCal and Vegas. Captivate created a unique dynamic execution that used a RT weekend countdown, customized content about events in those areas and weather-related content to give it a fresh look. OOH included elevators, where viewers saw messaging like “Make Your Next Weekend a Long One” and encouraged them to make the most of their time off. I just wish there was more information about the results of the campaign.
Credits: Captivate Team: Sales: Liz Looney Studio: JD Gargano & Nicole Pecaro (creative), Kate Scanlan (content) Client: HotelTonight Julian Weintraub, David Gee

Wildcard (industry not covered in any of the above categories): Nutella Café Windows by Publicis.Sapient/Second Story for Nutella
It’s not just the food; it’s the build-up! So before the world’s first Nutella Café opened in Chicago, the retail space was teased. Nine dynamic interactive window installations took whimsy and off-kilter comedy to colorful new heights. Capitalizing on the curiosity, the construction treated viewers to toast doing stand-up and a waffle sporting life advice. In a three-week social campaign, Nutella lovers got a dose of brand marketing and delicious anticipation of the café’s opening. Millions of fans spread the tasty news.
Credits: Second Story: Joel Krieger: Creative Lead Hunter Spence: Technical Lead Paige Kenmore: Production Lead Gagan Bhardwaj: Technologist Jack Butcher: Senior Art Director Adam Paikowsky: Technologist Filipa Valente: Senior Environmental Designer Publicis.Sapient: Leah Jarem: Junior Copywriter Nicole Kiemer: Social Content & Engagement Strategist Lisa Lombardi: Junior Designer Carlos Perez : Associate Creative Director David Serrano: Senior Client Partner Jamie Silver: Senior Art Director; “Keep On Dancing” by Pathway for Astellas Pharma US, Inc. / Myrbetriq
“Dancing With The Stars,” a top prime-time show for women 35-65, is the target demo for Myrbetriq, which helps OAB sufferers. The company aligned with “DWTS” and actress Lea Thompson to remind women to “keep on dancing.” The spots aired on “GMA,” as well as dominating 45,000 square feet of billboards in Times Square, reaching one-fourth of the estimated 1.5 million impressions delivered in the area daily. Thompson’s dream was to be a dancer; her story encouraged people to live their best lives.
Affiliated Agency: FCB Health (offline creative), Katalyst (online creative) and Golin (PR)
Credits: • Wendy Arnon, President, Pathway • Eileen Wrobel-Katz, Managing Director, Pathway • Janet Barnard, Group Account Director, Pathway • Linda Shapiro, Group Director, Pathway • Ryan Mihalik, Director Urology Patient Marketing, Astellas Pharma US, Inc. • John Colucci, Assistant Director, Urology Marketing, Astellas Pharma US, Inc.; Visa Winter Olympics by Crane Connectivity Solutions for Visa
Visa-enabled payments work on the theory that faster is better. The Winter Olympics ad ran on select Crane vending screens nationwide, leading up to and during the games. The OOH campaign featured athletes Chole Kim, Mikaela Shiffirn and others happily using smart payment tech to prove the ease and speed of the tap-to-pay card. The campaign drove 14 million incremental Visa transactions, as well as a 7.7% lift in Visa’s share of total transactions. That’s a cool way to travel.
Affiliated Agency: BBDO: Created the creative
Credits: Tricia Baade US Merchant Marketing, Sharon A. Peyer Vice President, Biz Dev and Media Crane Connectivity Solutions, Ryan Bukoski Advertising Operations Manager Crane Connectivity Solutions Office, Andrew Cameron Digital Media Analyst Crane Connectivity Solutions, Brendan Carr Crane Connectivity Media Network

Platform

Digital Billboard/Signage: Nutella Café Windows by Publicis.Sapient/Second Story for Nutella
The world's first permanent Nutella Café in the heart of Chicago has marked the history of the chocolate and hazelnut goodness. But before the grand opening, Publicis.Sapient and Second Story laid the groundwork by engaging and exciting fans, tourists, and locals about this innovative retail experience. The construction site was activated with six experience-driven window installations. Each window offered a whimsical creative, exciting tourists and locals with the head-turning, dynamic displays over three weeks, while reaching millions on social.
Credits: Second Story: Joel Krieger: Creative Lead Hunter Spence: Technical Lead Paige Kenmore: Production Lead Gagan Bhardwaj: Technologist Jack Butcher: Senior Art Director Adam Paikowsky: Technologist Filipa Valente: Senior Environmental Designer Publicis.Sapient: Leah Jarem: Junior Copywriter Nicole Kiemer: Social Content & Engagement Strategist Lisa Lombardi: Junior Designer Carlos Perez : Associate Creative Director David Serrano: Senior Client Partner Jamie Silver: Senior Art Director; “Keep On Dancing” by Pathway for Astellas Pharma US, Inc. / Myrbetriq
When Pathway set out to help Astellas Pharma/Myrbetriq reach its demographic of women 35-65, it partnered with Dancing with the Stars (DWTS), a primetime show with a highly engaged fan base. A season-long campaign featured a spot with relatable and engaging Lea Thompson, OAB sufferer, dancing with DWTS professional dancer. The campaign ran across 45,000 square feet of Time Square signage, reaching 1/4 of the estimated 1.5 million impressions delivered in Times Square daily.
Affiliated Agency: FCB Health (offline creative), Katalyst (online creative) and Golin (PR)
Credits: • Wendy Arnon, President, Pathway • Eileen Wrobel-Katz, Managing Director, Pathway • Janet Barnard, Group Account Director, Pathway • Linda Shapiro, Group Director, Pathway • Ryan Mihalik, Director Urology Patient Marketing, Astellas Pharma US, Inc. • John Colucci, Assistant Director, Urology Marketing, Astellas Pharma US, Inc.; TRESemmé Exhale by Unilever/TRESemmé for Unilever/TRESemmé
With the decline of the hairspray segment and millennials’ perception that hairspray is something antiquated that will makes hair crunchy and stiff, TRESemmé teamed up with Unilever to disprove this assumption. TRESemmé compressed micro mist promised style without stiffness. Windspeed sensor activated video of TRESemmé ad throughout Montreal subway stations showcased model’s hair blowing in the breeze caused by the incoming train. This provided the perfect format to boast the product, deliver impact, and ample dwell time for bypasses to take in the message.
Credits: TRESemmé Exhale Campaign Credits: Mindshare: Michael Marcy – Strategy Director Jenny Lee – Planning Manager Kathleen Hutchinson – Senior Associate Planner Unilever: Brittany Hendriks – Associate Brand Manager Sarah Callaghan – Marketing Lead Hair Care Category Pinky Tang – Brand Manager Astral: Akuffo Sekyi-Otu – National Account Manager Pierre Luc Potvin – Producer Candice Bentham – Design and Creative Coordinator Yves Kingsley – Special Projects Karine Bellavance - Special Projects Julia Dickinson – Team Leader, Creativity Martin Gauthier – Special Projects

Digital Out of Home Using Programmatic: Order Food You Love by Foodora, a global online food delivery and pickup service for Foodora
Foodora’s campaign, “Order Food You Love”, increased awareness of its food delivery service and lesser-known pickup service across Germany. Executed across a large network of screens in office buildings throughout Germany, triggers included weather and the time of day, serving consumers more relevant messages automatically adapted to promote lunch, an afternoon snack or dinner. Those near a screen were served mobile ads to increase campaign reach and frequency. The campaign was a huge success, serving 107,000 ads and reaching more than a million impressions.
Affiliated Agency: N/A
Credits: Programmatic: Mufadal Jiwaji, Niklas Cederlöf, foodora Creative concept: Jenn Ng, Lauren Slivinski-Auld, foodora Copy: Lauren Slivinski-Auld, Sybille Paulsen, foodora Sr Art Director: Glazione Rocha, foodora Designer: Daniele Sartirani, foodora Motion Designer: Kutay Dogan, foodora Head of Content: Jenn Ng, foodora Director of Brand: Cecilia Roussel, foodora Head of Marketing Germany: Fiorella Merkle, foodora Regional Marketing Manager Germany: Samuel Marques Pais, foodora; Samsung Galaxy S9 Release by Vistar Media & Starcom for Samsung
To launch Samsung Galaxy’s S9, Starcom and Vistar, in partnership with LiveRamp, leveraged Samsung’s first-party data on consumers ripe for a phone upgrade. Location data and proprietary geospatial technology identified this “Upgrader” audience and analyzed their movement patterns across Samsung’s top 6 DMAs. Digital out-of-home (office buildings, billboards, malls and gyms) was then activated to reach these prospects. Samsung saw a 8% lift in consideration and a 6% lift in purchase intent, and a 15% lift in store visits to telecom retailers.
Affiliated Agency: Starcom
Credits: Andrew Gurmann, Account Executive, Vistar Media Lauren Hill, Analytics Associate, Vistar Media Andrew Donohue, Associate Director, Starcom Nikki Cummiskey, Account Supervisor, Starcom

Digital Out of Home Using Location Data: RADARView Powered by Ubimo Polaris by Ubimo for Clear Channel Outdoor
Clear Channel Outdoor wanted a real-time location platform to better understand the audiences viewing their thousands of billboards. The company tapped Ubimo Polaris to map and understand insights from location data, audience behaviors, demographics and visitation trends by collecting location data on more than 60 million daily active users. It meant defining ‘visit’ and processing 12 billion location signals to generate 25 million possible results, ranging from location insights to audience insights. The partnership created scientifically valid metric to measure against each individual billboard.
Credits: Kelly Lawler, VP Sales, Ubimo Gilad Amitai, COO, Ubimo Jeremy Flynn, VP data & Insights, Clear Channel Outdoor Dan Levi, CMO, Clear Channel Outdoor; Lost in Space by This is Tommy for Netflix
Netflix wanted to put fans in the world of Lost in Space, so it worked with the agency This is Tommy to create a campaign using a real-time weather API. It changed digital columns at traffic lights and high traffic areas into a live weather feed. Passersby saw landscape shots and fictitious weather updates of the 'Unknown Planet,’ as well as real-time weather data in Kuala Lumpur, Malaysia. The weather forecasts ranged from the temperature to seismic activities.
Affiliated Agency: Media Buying - AdCity Havas Media APAC
Credits: Kamil Yadallee - Marketing Manager Yilin Lin - Integrated Producer Will Tunstall: Creative Director Alexis Sun: Producer Guo-You Chew: Art Director Bernice Dela Cruz: Motion Graphics Designer; Visa Winter Olympics by Crane Connectivity Solutions for Visa
Visa wanted to increase the awareness for its payment services and expand its payment share across the vending channel. The eight-week Olympics advertisement ran on select Crane vending screens leading up to and during the Games. The spot meant to emphasize the convenience and speed of Visa’s “tap to pay” card. The campaign drove approximately 14 million incremental Visa transactions in vending machines. The campaign drove a 10.1% lift in Visa’s share of cashless transactions and a 7.7% lift in Visa’s share of total transactions.
Affiliated Agency: BBDO: Created the creative
Credits: Tricia Baade US Merchant Marketing, Sharon A. Peyer Vice President, Biz Dev and Media Crane Connectivity Solutions, Ryan Bukoski Advertising Operations Manager Crane Connectivity Solutions Office, Andrew Cameron Digital Media Analyst Crane Connectivity Solutions, Brendan Carr Crane Connectivity Media Network

Digital Out of Home Using "Realtime": Sweatlag by Outdoor Media Alliance for Delta Air Lines
To illustrate how exercise can combat jetlag, Delta Airlines and Equinox Fitness Clubs partnered for a campaign run across several media formats highlighting the value of exercise, supported by research showing that exercise helps with time-change adjustments and speeds a return to normal circadian rhythms. The outdoor aspects of the campaign involved serving dynamic creative to arriving passengers on Delta flights. The goal was to catch travelers just off a flight and entice them into Equinox gyms.
Credits: Name 1: Dena Iraggi (OMA) Title 1: Associate Director Name 2: Celina Welbers (OMA) Title 2: Account Supervisor Name 3: Emanuela Caruso (PHD) Title 3: Associate Strategy Director Name 4: Emery Downes (PHD) Title 4: Associate Strategy Director; Unilever – Degree Men by Captivate for Unilever – Degree Men; Mason Fiascone
To tout the “Advanced Protection’s MotionSense” technology of Degree in an effort to convince Degree Original Protection users to trade up, Unilever used real-time technology to create a customized full screen brand execution that ran across the entire network of Captivate. Real-time temperatures in 27 markets were shown during peak commute times. Messaging aligned with the temperature in the markets for people recovering from a sweaty commute, increasing product awareness. Post campaign results showed s 46% life in purchase intent.
Affiliated Agency: Mindshare
Credits: Captivate Team: Sales: Natalie Perez, Burke Henderson Studio: JD Gargano Mindshare Agency: Mindshare: Luis, Mendoza, Alex Spaseff, Tiffany Li, Victoria Mechanic

Digital Out of Home Using Spectaculars: “Keep On Dancing” by Pathway for Astellas Pharma US, Inc. / Myrbetriq
Dancing its way into the heart of older TV women viewers, Astellas Pharma’s overactive-bladder drug, Myrbetriq, sought a big association with ABC primetime show “Dancing with the Stars” using actress and former contestant, Lea Thompson. Not only was therea big TV commercial media in play but key Times Square’s digital signage on seven platforms where creative ran for over a three-hour span in morning rush-hour on cast announcement day. This equated to 750,000 daily Times Square impressions, with 72% of Myrbetriq.com visitors taking action.
Affiliated Agency: FCB Health (offline creative), Katalyst (online creative) and Golin (PR)
Credits: • Wendy Arnon, President, Pathway • Eileen Wrobel-Katz, Managing Director, Pathway • Janet Barnard, Group Account Director, Pathway • Linda Shapiro, Group Director, Pathway • Ryan Mihalik, Director Urology Patient Marketing, Astellas Pharma US, Inc. • John Colucci, Assistant Director, Urology Marketing, Astellas Pharma US, Inc.; IBM Think 2018 Harmon Corner by GroupM for IBM
Grabbing out-of-home impressions at a business event is a challenge. In working up IBM’s new brand platform “Let’s Put Smart to Work” in Las Vegas, the big tech company used an on-site photo lounge where conferencing executives had photos taken and then displayed on the city’s big Harmon Corner digital site -- one of the world’s largest. Even with the extensive neon and marketing that Vegas usually grabs, IBM says the effort push up big earned media results as clients shared photos on social media.
Affiliated Agency: Kinetic (OOH buying), Oglivy (creative-account)
Credits: Derrick Chen, Group Planning Director, GroupM Frederick Navarrete, Manager-Account Services, Kinetic Franny Karkosak, Managing Director, GroupM Liam Parker, Managing Director, Ogilvy Joan Voltz, Executive Group Director, Ogilvy

Venue or Location-Based

Digital Out of Home Campaign or Execution Integrated with Social/Mobile at a Venue: Nutella Café Windows by Publicis.Sapient/Second Story for Nutella
The world was missing the first Nutella Cafe. Lucky for Chicago and its magnificent mile, it got one. Nine interactive windows sweeten viewing for passersby, each with a bit of whimsy. Messaging like “Just thinking about your makes me melt”, sitting behind a double-scoop ice cream cone, and “Looking good, from one stud muffin to another”, next to a muffin, worked up glycemic levels. Along with a cafe opening countdown clock, curiosity sparked. Lasting over three weeks, social activation spread lots of sweet online tidings.
Credits: Second Story: Joel Krieger: Creative Lead Hunter Spence: Technical Lead Paige Kenmore: Production Lead Gagan Bhardwaj: Technologist Jack Butcher: Senior Art Director Adam Paikowsky: Technologist Filipa Valente: Senior Environmental Designer Publicis.Sapient: Leah Jarem: Junior Copywriter Nicole Kiemer: Social Content & Engagement Strategist Lisa Lombardi: Junior Designer Carlos Perez : Associate Creative Director David Serrano: Senior Client Partner Jamie Silver: Senior Art Director; SEBC RAM Q1-Q3 Digital OOH by Rapport for Fiat Chrysler Automobiles (FCA) - RAM truck
Automotive marketing can just come down financial incentives, front and center. For its RAM truck brand, FCA’s Southeast Business Center grabbed a extensive number digital units running in two-to-three week periods running at time same time as TV buys. More than 75 digital units were secured in 11 markets for the first quarter yielding over 55 million impressions in the first and second quarter. For the third quarter, another 80-plus digital units were used in 12 markets totaling over 75 million impressions. Driven to impress.
Affiliated Agency: UM – AOR
Credits: Diane Koryna – VP, Partner, Account Services – UM Ashley Henderson – Senior Manager, Account Services - UM Anna Finch – Senior Manager, Portfolio Management – UM Jill Rothenhauser – Account Director – Rapport Megan Kennedy – Senior Account Executive – Rapport Morgan Wilson – Account Executive – Rapport

Mall: Disney Takes Over Saks Fifth Avenue to Celebrate the 80th Anniversary of "Snow White and the Seven Dwarfs" by Saks Fifth Avenue for Disney
Once upon a holiday, Saks Fifth Avenue teamed up with Disney to host a fantastical show delighting shoppers during the 2017 holiday season. The Saks New York Flagship unveiled 14 animated holiday window displays highlighting the 80th anniversary of the classic film, Snow White and the Seven Dwarfs. This event marked the first time Saks animated all of the windows along Fifth Avenue in its nearly century-old history. Each window portrayed a unique scene from the iconic story, incorporating the artwork into breathtaking 3D images.
Credits: Mark Briggs, Executive Vice President of Creative, Saks Fifth Avenue Rob Michaelis, VP, Licensing – Disney Princess, Tink & Frozen, The Walt Disney Company Lisa Cox, DVP, Business Development & Partnerships, Saks Fifth Avenue Andrew Winton, DVP, Copy and Brand, Saks Fifth Avenue Raylin Diaz, Visual Windows Director, Saks Fifth Avenue Eva Maravelias, DVP, Merchandise Presentation/Visual, Saks Fifth Avenue Molly Cook, Windows Production Manager, Saks Fifth Avenue Alana Smalley, Specialist, Business Development & Partnerships, Saks Fifth Avenue Chris Weiliczko, VP, Creative at Saks Fifth Avenue, Saks Fifth Avenue Heather Gray, Director, Event Marketing, Saks Fifth Avenue Steven Salton, Vice President, Events, Saks Fifth Avenue; Fall, Holiday & Spring Campaigns by Pitch for Westfield
When Westfield set out to reimagine the traditional mall experience, it tapped Pitch for help. The innovative “New New Mall” concept helped Westfield differentiate from what shoppers knew about malls. The creative messaging was displayed front and center on all mediums nationally in an integrated 360-degree campaign, including print, digital, OOH, video, mobile and social, along with large interactive screens in the malls. As a result, Pitch and Westfield immersed people in a personal and sensory journey, in a category where experience is everything.
Credits: Jennifer Ho Art Director Becca Morton Executive Creative Director Laura Keseric Executive Integrated Producer Sean Tidwell Copywriter Anna Andreen Art Director Sarah Westerfield Copywriter Darren Tang Copywriter Lisa Hung Account Supervisor Claire Sommer Account Executive Tatiana Paez Management Supervisor; Lost in Space by This is Tommy for Netflix
To promote the first season of ‘Lost in Space’ in Malaysia, Netflix turned to Resort World Genting, where a magnificent free-to-public atrium called SkySymphony was transformed into an alternative world for spectacular orchestra of audio, visual and motion graphics programming. The spectators were immersed in spellbinding stories told through a dynamic transformation of over 30 screens and 1,001 winch balls suspended from a four-storey high ceiling. Each performance was accompanied by larger-than-life cinematic visuals and original music mix.
Affiliated Agency: Lighting Design - Lighting Insomnia, Media Buying - AdCity Havas Media APAC
Credits: Kamil Yadallee: Marketing Manager Yilin Lin: Integrated Producer Will Tunstall: Creative Director Alexis Sun: Producer Guo-You Chew: Art Director Kristy Goh: Motion Graphics Designer

Transit: Airplane/Train/Bus/Subway/Taxi: TRESemmé Exhale by Mindshare Canada for Unilever/TRESemmé
To promote the strength of its new range of hairspray to millennials, TRESemme created a dynamic campaign that blew through the subway stations in Montreal. The idea was to show that hair can be held in place even after exposure to strong winds without losing its shape. Wind sensors were installed on the subway platforms to record the wind speed in the tunnel, which then activated a video of the TRESemme ad, showing the model’s hair blowing in the breeze.
Credits: TRESemmé Exhale Campaign Credits: Mindshare: Michael Marcy – Strategy Director Jenny Lee – Planning Manager Kathleen Hutchinson – Senior Associate Planner Unilever: Brittany Hendriks – Associate Brand Manager Sarah Callaghan – Marketing Lead Hair Care Category Pinky Tang – Brand Manager Astral: Akuffo Sekyi-Otu – National Account Manager Pierre Luc Potvin – Producer Candice Bentham – Design and Creative Coordinator Yves Kingsley – Special Projects Karine Bellavance - Special Projects Julia Dickinson – Team Leader, Creativity Martin Gauthier – Special Projects; FOX’s ‘LA to Vegas’ DOOH Campaign Hits the Jackpot by Boingo Media for Fox Television Group
To promote “LA to Vegas,” a new comedy about airline travel from Fox Television Group, Boingo Media launched a mobile campaign that rewarded travelers at major airports. Extremely high-speed Wi-Fi was offered in exchange for watching the “LA to Vegas” trailer. In addition, Boingo-Media took the campaign even further, giving passengers the opportunity to stream the entire 30-minute pilot episode, streaming it to thousands of airport passengers simultaneously. The campaign drove 245,000 impressions and a 75% lift in brand favorability.
Affiliated Agency: 360i, media buying
Credits: Dawn Callahan, chief marketing officer, Boingo Henry Blechman, national director of digital sales, Boingo Cheri Thornley, director of digital sales, northwest, Boingo Andrew MacArthur, manager, media marketing, Boingo

Wildcard (venue not covered in any of the above categories): Playfull - Play games. Win food. by Rouge Media for Playfull
To drive young adult consumers to participating restaurants, Rouge Media created a campaign for Playfull's eponymous mobile app connecting consumers through engagement, offers and games, rewarding them with free food, discounts and coupons from local restaurants. A campaign at UCLA directed students to download the Playfull app and play games to win free food at two QSRs near the UCLA campus. The campaign resulted in a 23% increase in downloads, 69% increase in games played and up to 20% increase in month-over-month sales.
Affiliated Agency: Grand Visual
Credits: Patrick Lu – Co-founder, Playfull Libby Balsiger – Director of Marketing, Playfull Ben Putland – COO, Grand Visual Steve Ridley – Chief Partnership Officer, Rouge Media; Reel Food - Alaska Salmon by Screenvision Media for Alaska Seafood
To spread the word about fresh caught wild Alaska Salmon, Screenvison Media took the message to the big screen. Using its exclusive food and lifestyle franchise Reel Food, a food expert was brought into the natural habitat where the fish are caught, creating a unique and tasty recipe to tempt moviegoers all over the nation, with the side-benefit of educating them on the importance of wild caught Alaska salmon.
Credits: Matt Arden, Executive Creative Director, Screenvision Media Andrew Oshan, Executive Producer, Maul Media John McCauley, CMO, Screenvision Media John Partilla, CEO, Screenvision Media Chadwick Boyd, Host/Producer, Lovely & Delicious Pheniece Jones, Senior Account Supervisor, Consumer, Edelman Jeremy Woodrow, Communications Director, ASMI; Mastercard Taps Boingo to Reward Airport Travelers with Free Wi-Fi by Boingo Media for Mastercard
To gain more brand visibility and favorability, Mastercard tapped Boingo Media to offer a free month of Wi-Fi for airport travelers, courtesy of Mastercard. Boingo’s proprietary Wi-Fi network was used to guarantee that the Mastercard ads were 100% viewable. Mastercard launched the DOOH campaign by sponsoring free Wi-Fi sessions at major U.S. airports for travelers who watched a 30-second Mastercard video. Rather than getting a free session, travelers were rewarded with an entire month of free Wi-Fi.
Affiliated Agency: N/A
Credits: Dawn Callahan, chief marketing officer, Boingo Henry Blechman, national director of digital sales, Boingo Andrew MacArthur, manager, media marketing, Boingo

2018 Finalists

Marketing Sector

Platform

Venue or Location-Based