2017 Finalists

Netflix worked with theCHIVE to host an Ozark-themed game to bring awareness to their drama series in New York, Chicago and Los Angles. theCHIVE launched five tactics to rally its community to engage with the campaign. About 400 attendees joined each game to turn "dirty money into clean. Players used the game Monopoly to complete, raise $16,000 for charity. Youtube influences, Blake Grigsby, Joe Santagato and Matthew Santoro promoted the game on their social channels. The campaign received 5.4M views, 29.6M social impressions.

Credits: theCHIVE John Resig | theCHIVE | President Jill Broek | theCHIVE | Director of Brand Strategy Kristen Ortiz | theCHIVE | Production Coordinator Annie Elias | theCHIVE | Executive Assistant Drew Murray | theCHIVE | Brand Strategy Editor Rob Engelson | theCHIVE | Account Executive Kirsten Kretschmer | theCHIVE | Brand Activation Manager Allan Cantu | theCHIVE | Ad Ops Manager Lora Larson-Miller | theCHIVE | Account Manager Matty Lee | theCHIVE | VP of Sales, West and Midwest Albert Briggs | theCHIVE | VP of Sales and Brand Strategy Jonathan Montaos | theCHIVE | Senior Brand Strategy Manager Andrew Fiduk | theCHIVE | Campaign Manager Brad Retzloff | theCHIVE | Ad Trafficker PJ Thompson | theCHIVE | Director of Sales Operations Mac Faulkner | theCHIVE | Senior Editor New York State Chive Chive On Chicago Chive On California MediaHub Alli Blender | MediaHub | VP, AMD Simeon Edmunds | MediaHub | Innovative Director Laura Kelly | MediaHub | Integrated Media Supervisor Alexis Westin | MediaHub | Integrated Media Planner Sophie Turner | MediaHub | Assistant Media Planner Netflix Kelly Hughes | Netflix | Marketing Chris Lee | Netflix | Marketing Director

State Farm, Adspace Mall Networks, and Mira collaborated on a real-time mobile location-based campaign using audience data to show targeted messages. It featured two creative pieces, one aimed at homeowners and the other at renters. The campaign focused on promoting State Farm's Auto + Home or Auto + Renters insurance policies based on time of day and flow of traffic. The campaign results in a 76% increase vs a non-dynamic campaign, serving up on potentially 4,500 screens across the country where 71M monthly visitors shop.

Credits: Client: Ed Gold – Advertising Director – State Farm Planning: Caitlin O’Brien – Supervisor – OMD Planning: Denisse Roca – Associate Director – OMD Buying: Michael Rio – Associate Director – Outdoor Media Group Network: Bobby Aguilera - Adspace Mall Networks Data: Jonathan Frangakis - Mira

Dell partnered with Sony Pictures to create an immersive big-screen gaming experience in Times Square during the July 4, weekend based on the move Spider-Man: Homecoming. Dell's hardware, powered the game, allowing four-players to simultaneously control Spider-Man as he raced to the top of a real-life New York City skyscraper using their mobile phones. The campaign, meant to promote Dell's Inspiron 15, garnered 45M OOH media impressions and earned more than 40 million impressions via PR efforts.

Credits: Kinetic • Robin Yablonski, Director, Kinetic • Stephanie Chiu, Manager, Kinetic • Micaela Moffa, Assistant Account Executive, Kinetic • Kelsey Moran, Account Executive, Kinetic • Rachel Kessman, Director, Marketing, Kinetic Candyspace • Greg Crockart, CEO, Candyspace • Matt Autton, Producer, Candyspace • Tara Petrucci, Interactive Designer, Candyspace Mediacom • Marianne Vita - Communications Planning Director, Mediacom • Austine Man - Associate Director, Mediacom • Kevin Tymon - Supervisor, Mediacom • Pat Charuza - Planner, Mediacom • William Qua - Assistant Planner, Mediacom Y&R/VML Account: • Jessica Post, Global Managing Director, Y&R/VML • Ann Carey-Group Account Director, Y&R/VML • Kalyn Snow—Account Supervisor, Y&R/VML • Courtney Galloway—Senior Account Manger, Y&R/VML • Patricia Woodward—Project Manager, Y&R/VML   Y&R/VML Creative: • Christian Carl—Global Executive Creative Director, Y&R/VML • Thomas Shim— Global Creative Director, Y&R/VML • Dave Quintiliani—Group Creative Director, Y&R/VML • Dave Drayer—Associate Creative Director, Y&R/VML • John Figlesthaler—Senior Copywriter, Y&R/VML • Colby House— Associate Art Director, Y&R/VML

For years, brands have been dreaming of the day when they could engage passersby with responsive outdoor video ads. After being given the green light by ITV, Grand Visual just made that dream a reality. To drive awareness for the latest season of ITV's “The Voice," the agency installed massive interactive video walls in six malls across the UK, which dramatically drew in passing shoppers by swiveling the judges' iconic red chairs in their direction, and then serving them a call-to-action.

Credits: Ben Privett, Account Director, Grand Visual Ben Putland, Production Director, Grand Visual Ric Albert, Digital Director, Grand Visual Keira Kaine, Technical Director, Grand Visual Jon Jones, Creative Technologist, Grand Visual

Disney, Toys ‘R’ Us and toy-maker Thinkway wanted to turn the latest “Cars” movie into toy sales. Putting old-fashioned inserts to shame, Cineplex Digital Media created a couponing experience that was arguably more entertaining than the animated film itself. In shopping centers across Canada, that included colorful displays on which passersby were invited to play a racing game, and win product coupons. Coinciding with the release of “Cars 3,” the campaign resulted in over 500,000 brand impressions, 20,000 games played and 3,000 coupons distributed.

Credits: Account Director, Cineplex Digital Media: Jasmin Parmar Digital Solutions Manager, Cineplex Digital Media: Fernando Nunes Creative & Development Leads, Cineplex Digital Media: Nathan Cartwright, Chris Laramie, James McLean, and David Shurgold Partners: Disney, Thinkway Toys, and Toys “R” Us

On behalf of Ivanhoe Cambridge and its Metropolis mall in British Columbia, Go2 productions created a one-of-a-kind audio-visual experience without a speck of branding -- and that was the point. Rather than pitching a product or service, the plan was to attract shoppers to the mega-mall with a highly immersive feast for the senses. Thanks to mirrored floors and ceilings -- and an array of image-throwing projectors -- the 360-degree 3D experience motivated shoppers to share the spectacle like selfies were going out of style.

Credits: Creative and technical solution: Adrian Scott, Creative Director, Go2 Productions Engineer and physical structure: Brock Lumsden, Owner, BOLD Event Creative

Should Wade Boggs, known for his signature beard, shave or not? Why not let fans decide? InStadium worked with Gimbal in a campaign for Universal Beauty Products featuring in-arena video billboards, a voting landing page, product sampling during games, social initiatives, live appearances and interviews with Boggs, and geofencing. The campaign drove brand interest and recall, generating a 1200% higher overall CTR with mobile ads plus DOOH compared to the industry average and a 28% increase in engagement when DOOH ads were combined with mobile.

Credits: Barrett Davie, Vice Chairman, InStadium Meg Skwiat, Program Manager, InStadium Korhan Beba, Vice President of Marketing, Universal Beauty Products Barry Goodridge, Director of Sales, Universal Beauty Products Lisa Rice, Brand Manager, Universal Beauty Products Matt Russo, CMO, Gimbal Campbell Keller, Sr. Account Manager, Gimbal

Berries are better when shared, as Driscoll showed in a campaign that brought people together in a park for its 3D Berry Picnic, where their movements triggered musical activations and tasty rewards. Emotional responses were captured in a video that was hosted and shared online through YouTube and social channels, garnering millions of views. A landing page showcased infographics and exclusive recipes, while a national sweepstakes gave people a chance to share their own stories and special moments with the #BerryTogether hashtag.

Credits: Fran Dillard Jamie Bassmann Diane Scalisi Amanda Partney Kim Allen Natasha Guaracha Alicia Weber Carly Norris Laudan Yavari

On the eve of the 2017 NBA draft, with the Knicks’ Kristaps Porzingis potentially up for trade, Cycle displayed a simple, powerful message -- “Don’t Trade Porzingis" -- on a neon billboard strategically placed near Madison Square Garden, geotargeting fans, the public and the team. Within a week, more than 3,700 social posts and approximately 18M impressions of the billboard were generated. The campaign generated strong media coverage from major multichannel sports channels -- and the Knicks kept Porzingis on the team.

Credits: Credits: Cycle

Providing a useful AND entertaining experience guaranteed exposure for client Hellmann's Mayonnaise. The agency used its patented platform to give Toronto subway riders the opportunity to unlock free wifi where there is usually no service. Users saw an in-browser ad on their devices where they could swipe the Hellmann's logo onto a burger (yum) and get free service. More than 30,000 riders per week used it, giving the brand favorability at a rate of over 13 times that of traditional ads.

Credits: Rick Vandervoorn, Business Development Director, Solve Media, LLC Nicholas Chicirda, Graphic Designer, Solve Media, LLC Mary Knox, Graphic Designer, Solve Media, LLC David Walia, Lead Software Engineer, Solve Media, LLC John Rydzynski, Sr. Brand Manager, Unilever Katie Wodziak, ‎Associate Operator Marketing Manager, Unilever Kerstin Kim, Account Executive, The Alchemedia Project Jennifer Taylor, Associate, Digital Investments, Mindshare Andrea Miliauskas, Strategy Director, Mindshare Stephanie Greenberg, Account Executive, Crucial Interactive.

This is an extraordinary example of aerial advertising. MTV used VMA host city New York for a stunt to drive VMA tune-in. Viacom used helicopters to project video onto a 17,500-foot-square screen from the Statue of Liberty to the George Washington Bridge over 1.5 hours. Fans, talent, press and influencers took to social, giving MTV a 1,587% viral lift. Not only did it do the job of promoting VMA singers, the event won a Guinness World Record for largest aerial projection screen. Remarkable!

Credits: Dario Spina – Chief Marketing Officer, Music & Entertainment – Viacom Velocity Chris Ficarra – EVP, Integrated Marketing Music & Entertainment – Viacom Velocity Rachel Havner – Vice President, Integrated Marketing – Viacom Velocity Kevin Falatko – Director, Integrated Marketing – Viacom Velocity Ryan Osbourne - Head of Innovation – Remarkable Media Simon Powell – CEO – Remarkable Media Nikki Leynor - VP of Brand Strategy – Remarkable Media Andrew Horton – Producer – Remarkable Media

This is a neat execution for Driscoll's Berries! The agency created a giant, 3-D Berry Picnic in a Twin Cities park that attracted the interest of passersby, who were encouraged to place their feet on it, generating music and, in a celebratory moment, an explosion of white paper, exposing cups of yogurt with berries. Many more cups were handed out by staff. The resulting film, shared on social, achieved millions of views. A sweepstakes followed, with entries posted on a landing page and socially shared.

Credits: Fran Dillard Jamie Bassmann Diane Scalisi Amanda Partney Kim Allen Natasha Guaracha Alicia Weber Carly Norris Laudan Yavari

La Quinta-Inn-&-Suites partnered with Boingo-Media to launch a DOOH campaign at major airports during March’s National Optimism Month. It used Boingo-Media's Wi-Fi-ad--network to promote its Wake Up On the Bright Side brand. Travelers who watched a 30-second LQ #WinAtBusiness video were rewarded with free Wi-Fi at major U.S. airports. Those on Twitter mentioning "business travel" go a free pass. A brand-study found that there was a 20% boost in brand-lift after the DOOH campaign, with 71%-of-people said they would now stay at La-Quinta-Inn-&-Suites.

Credits: Dawn Callahan, chief marketing officer;  Lauren de la Fuente, vice president, marketing & communications; Henry Blechman, director of digital sales, east; Collin Middleton, director, digital strategy; Nicolette Trebing, strategist social media; Andrew MacArthur, manager, media marketing.

LG and Screenvision Media weaved two features of the brand's G5 phone into the narrative. They teamed up with 20th Century Fox to demonstrate 1-touch wide zoom and a replaceable battery by connecting a real-world event in the desert with a scene from the movie, Independence Day Resurgence. Visual effects partner Able VFX recreate a desert scene from the film, so while taking a picture of his friends the camera photographer in the spot would see through the lens alien planes flying in overhead.

Credits: Matt Arden, SVP/ECD, Screenvision Media/40 Foot Solutions John McCauley, CMO, Screenvision Media Christine Martino, EVP National Ad Sales, Screenvision Media Katy Loria, CRO, Screenvision Media

The Hershey Company taped Crane Connectivity to design an interactive campaign for its Kit Kat Big Kat brand serving it on 1,500 vending machine screen. The 12-week campaign drove 3 million engagements and increased sales across all venues, with hospitals, colleges and other public places performing best. Interacting with the screen on the vending machine helped to boost sales. The companies ran two different tests to verify the Big Kat messaging on the vending machines was responsible for the incremental sales.

Credits: Noelle Perez, Sr. Manager Global Marketing & Digital Advancement, The Hershey Company Erin Crawford, Associate Brand Manager, The Hershey Company Daniel Tirol, Senior Marketing Manager, The Hershey Company Katy Lee, Manager Global Integrated Marketing Communications & Digital Advancement, The Hershey Company Ronalee Zarate-Bayani, Head of Global Integrated Marketing and Digital Advancement, The Hershey Company Andrew Cameron, Digital Media Analyst, Crane Connectivity Solutions Sharon Peyer, VP Media Network, Crane Connectivity Solutions

Freeform transformed a bus shelter in Boston into an augmented reality experience to promote the fantasy TV series Shadowhunters. Passersby caught glimpses of “The Downworld” an alternate world of demons, werewolves and vampires that humans cannot see. The campaign, which ran in December and early January, feed the video through the JCDecaux bus shelter in Boston, giving the illusion of a see-through display. As people watched, a portal emerged over the street ahead offering an experience of what it’s like to be a Shadowhunter.

Credits: Freeform Marketing and Creative Team Nigel Cox-Hagan – SVP Marketing, Creative & Branding Danielle Mullin – VP, Marketing Deena Beach – Executive Director, Marketing Stacy Asturias – VP, Marketing Creative Dave Humphreys – Executive Creative Director Dianalee Dupree – Sr. Manager Media Strategy & Planning Propeller Media Agency C2C/Posterscope Grand Visual

Pentel's "What’s Your Point?" campaign set out to create an emotional connection with consumers, asking them to share their thoughts in a handwritten note through interactive kiosks at a bus shelter. It would project the user-generated content onto a billboard. As a reward for their interaction, the kiosks dispensed a free Pentel pen. The user-generated content populated outdoor digital billboards across the country in Chicago, Boston, Minneapolis, and Dallas near major stores where Pentel is sold, such as Target, Staples, and Walgreens.

Credits: Executive Creative Director (i.d.e.a.): Daniel Andreani Creative Director (i.d.e.a.): Scott Johnson Associate Creative Director (i.d.e.a.): Austin Lane Illustrators: Gemma O’Brian, Erik Marinovich Production Artist (i.d.e.a.): Eric Ellenor Group Account Director (i.d.e.a.): Aki Martin Account Supervisor (i.d.e.a.): Amanda Duncan

Google Play Music gives its users the perfect playlist to match their mood and their moment. The only problem? No one knows about it, and it's hard to appreciate it until you experience it. So this summer we brought the experience to life with unmissable Digital Out of Home (DOOH) placements. The landmark data-driven, dynamic DOOH campaign suggested contextually relevant playlists across the U.S. The campaign represented the first programmatically informed DOOH campaign to run on this scale, across multiple media vendors and markets.

Credits:

Creative Direction: BBH, Media Planning: PHD, Outdoor Media Alliance, Media Owners: Clear Channel, JCDecaux, Lamar, Outfront, Account Director: Katherine Hamilton, Digital Director: Ric Albert, Grand Visual, Technology Director: Keira Kaine, Grand Visual, Developer: Steve Powell, Grand Visual, Producer: Camila Engelbert, Grand Visual

Captivate demonstrated the value of live business and showcased the capabilities of its SAP Live Business Dashboard, sending targeted, relevant content to business professionals in office building elevators in key urban markets. Forging a real-time connection between content and consumer through keyword triggers, Captivate provided a dynamic data and technology display of live content including news, business, financial, weather and sports updates and information. The campaign was a success, with 49% total ad recall and a 90% increase in brand perception.

Credits: Jamilee Morgan - PHD, Global Strategy Director Kaitlin Donohue - Captivate, Director of National Sales

Looking to establish itself as an innovative, next-generation auto brand upon the launch of its IONIQ model offering three electrified versions, Hyundai became the first car brand to use DOOH vehicle recognition technology. In a campaign with Ocean, vehicles in distinct audience groups were detected in UK locations at lights and traffic roundabouts, and unique, personalized messages were sent to their drivers via digital outdoor screens. Hyundai met its goal of reaching a targeted audience with its messages for maximum efficiency and minimum advertising waste.

Credits: Havas Media Innocean Hyundai Motors UK Ocean Outdoor

For the launch of Shire's new drug Mydayis, Good Apple needed to reach psychiatrists and academics at the New Orleans US Psych Congress, despite the challenge of strictly regulated promotions. Hanging banners and digital screens were strategically placed in Louis Armstrong Airport near exits and baggage claim, and a mobile geo-fencing program with Watzan featured sponsored banners on the preferred app for conference coverage. The place-based launch drove 14,000 impressions, and Mydayis branded paid-search terms increased 17% around the New Orleans area during the conference.

Credits: Client/Shire: Kim Gariepy: Senior Director – Mydayis Commercial Lead Philippe Leblond: Sr. Product Manager - Mydayis Agency/Good Apple: Liza Flaherty, Media Supervisor Gerry Diamond, OOH Strategist Courtney Johnson, Account Director Alyssa Julich, Media Planner

Family owned Driscoll’s, which grows strawberries, blueberries, blackberries and raspberries, wanted to build an emotional connection with consumers. So it launched the #BerryTogether campaign and created a 3D Berry Picnic in the middle of a tranquil park. Park visitors were invited to activate the music on the interactive colorful stage. For their participation they received berries. Video captured the interactions and shared across the web and Instagram and YouTube. The YouTube video has more than 5 million views.

Credits: Fran Dillard Jamie Bassmann Diane Scalisi Amanda Partney Kim Allen Natasha Guaracha Alicia Weber Carly Norris Laudan Yavari

Johnson & Johnson and Monster Media stepped up to appeal to human emotions with an interactive "Crying Baby" billboard in Time Warner Center, one of the busiest pedestrian areas in New York City. Passersby saw and heard a crying baby. If they stopped to interact with the baby in the electronic billboard, he stopped crying and started to laugh and smile. The longer they stayed, the happier the baby became and the happier those became who stopped to interact with it.

Credits: Monster Media, Sr Director of Software Engineering - Owen Ward Monster Media, Developer - Josh Selzer Monster Media, Account Management - Natalie Brokaw Monster Media, Designer - Stephen Deming Monster Media, VP - Chris Poluski BBDO New York - Agency & Production Team BBDO New York, Chief Creative Officer - Greg Hahn BBDO New York, Executive Creative Director - Joe Lovering BBDO New York, Creative Director/ Art Director - Cesar Finamori BBDO New York, Creative Director/ Copywriter - Kara Goodrich BBDO New York, Director of Creative Engineering/ Production - JD Michaels

Dunkin’ Donuts connected its On The Go Mobile Ordering system to Waze, allowing, drivers to search for their preferred location within the app and tap the “Order Ahead” button to launch in-app ordering for a specific store. The campaign targeted drivers headed to work as well as like-minded consumers searching for keywords like “coffee” nearby. Dunkin’ Donuts’ On The Go Mobile Ordering ads performed 300% better than the standard Perks Download App ads. The campaign received 1.4B impressions in earned media.

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

Gobo Play and In Loco Media created a campaign integrating DOOH and mobile in Brazil. Each time someone walked by a Filhos da Pátria advertisement displayed on one of Clear Channel's digital clocks in the city the platform connected with nearby smartphones. In Loco's 600 partner apps made it possible for the platform to serve the same ad displayed on the screen on the mobile device. The ad would direct the person using the phone to the streaming website.

Credits: Caio Casado, Data Intelligence Manager at In Loco Media Eduardo Martins, CMO at In Loco Media Camila Carneiro, Media Analyst at Globo Vitor Silveira, Media Director at Globo Jane Chamarelli, Rio de Janeiro's Sales Manager at Clear Channel

Solve Media worked with McDonald's to drive awareness and foot traffic through a promotion the companies call McPick 2 for $5. Visitors requiring Wi-Fi were shown the ad on their mobile device and invited to type in various phrases describing the offer. More than 80,000 people in New York City typed in promotional phrases to unlock free Wi-Fi courtesy of the McDonald’s brand. The campaign gained more than 30% lift in message awareness for the McPick 2 for $5 offer.

Credits: Brandon Baron, Director of Advertising Sales, Solve Media, LLC Nicholas Chicirda, Graphic Designer, Solve Media, LLC Mary Knox, Graphic Designer, Solve Media, LLC Grace Mullan, Media Planner, Havas Media Tate Gillman, Digital Investments Supervisor, Havas Media

Good Apple and Shire Pharmaceuticals created a cross-channel strategy leveraging digital OOH at the Louis Armstrong Airport and linked with a mobile to connect with travelers after leaving the airport. The campaign targeted 3,000 psychiatrists and 50 faculty members on their way to a conference. Ads ran in high traffic airport areas like baggage claim and exits, along with charging stations where travelers typically plug-in to recharge, garnering 541,199 impressions across mobile and desktop with a CTR of 0.43%.

Credits: Client/Shire: Kim Gariepy: Senior Director – Mydayis Commercial Lead Philippe Leblond: Sr. Product Manager - Mydayis Agency/Good Apple: Liza Flaherty, Media Supervisor Gerry Diamond, OOH Strategist Courtney Johnson, Account Director Alyssa Julich, Media Planner

Hewlett Packard Enterprise formed a partnership with the DS Virgin Racing Formula E team, which races electric cars, creating a campaign across Europe. Driving excitement for the new sport in high-traffic metropolitan destinations like Berlin, Paris and London, HPE deployed more than 500 Twitter Periscope Digital OOH units running simultaneously with the races for each city. The units featured footage from race-day and a branded tweet from HPE, cheering on the team. Within three weeks branded searches rose 24%; and click-throughs to hpe.com, 57%.

Credits: Marissa Freeman (VP of Brand & Experience Marketing, Hewlett Packard Enterprise) Cyndie Wang (Senior Director of Global Sponsorships & Alliances, Hewlett Packard Enterprise) McKaela Doherty (Director of Social, Editorial & Experience Marketing, Hewlett Packard Enterprise) Chris Drago (Director of Global Media, Hewlett Packard Enterprise) Winnie Palmer (Director of EMEA Media, Hewlett Packard Enterprise) Marco Pereira (Manager, Regional Campaign Activation, Hewlett Packard Enterprise) Elena Chacko (Manager, Brand & Advertising, Hewlett Packard Enterprise) Kelsey Carroll (Manager, Brand Social, Hewlett Packard Enterprise) Jose Luis Fuentes (Manager, EMEA Social, Hewlett Packard Enterprise)

18 Feet and Rising created #MarchforGiants to bring attention to the impact of illegal poaching of African elephants. The march unfolded live across DOOH screens spanning three continents. Individuals donated to become part of the story creating and naming their own. Nearly 3,000 digital branded elephants took part during the two days from Hong Kong to Manchester. Brands and celebrities tweeted #MarchforGiants and images of their personalized elephants. The campaign reached 38.6 million people on Twitter, generating more than 30 articles by international media.

Credits: Client: Space for Giants Agency: 18 Feet & Rising Digital Agency: Popped Digital Integration: DOOH.com Media Planning: Ocean Outdoor

Jon Bon Jovi hooked up with MTVU to promote his song “Reunion" to college students. The campaign began with a promo piece airing on MTVU that asked students to share their favorite college memory on Twitter for a chance to have Bon Jovi cash their commencement with a live performance. It then reached into Twitter where students shared their favorite college photo to #jbjreunioncontest. Students at Fairleigh Dickinson University, East Rutherford, New Jersey, won the contest.

Credits: Suzanne Altshuler, Director of Marketing & Distribution - MTVU Carlo DiMarco, SVP of Strategy & Operations - MTVU Derek Dodge, Director of Programming - MTVU Krystal Calvano, Programming Manager - MTVU Keri Galatio, Marketing Coordinator - MTVU, Candice Gutmann, Director of Affiliate Relations - MTVU

When the hockey world challenged Canada on home turf, Budweiser saw red. Literally. Every time Canada scored a goal, the beer maker lit up the nation. Live, goal-synced digital columns in high-trafficked areas — transit hubs, billboards, even restaurant washrooms — brightly celebrated a score. And the verbal slams, like “Hey Europe, stick to soccer,” didn’t hurt, either. The dynamic digital component helped drive a 20% lift in brand “hockey association” and generated a record 95MM earned impressions. Talking about setting goals.

Credits: Pete Breton, Executive Creative Director; Dave Douglass, Executive Creative Director; Jamie Marcovitch, Associate Creative Director/Copywriter; Todd Cornelius, Associate Creative Director/Art Director; Andy Slater, Designer; Candace Borland, Managing Director; Matt Holton, Account Director; Paul Lipson, Director of Communications Strategy; Thomas Gaylor, Account Executive; Rob Murray, Print Producer; Jared Aldridge, Manager, Connection Planning; Graham Walmsley, Supervisor, Connection Planning; Kyle Norrington, VP Marketing; Andrew Oosterhuis, Brand Director; Candy Lee, Senior Brand Manager; Lindsay Olimer, Trade Activation Manager;

It’s called the power of suggestion. If you want millennials to choose a specific beer, grab their attention. That’s what New Belgium Brewing did with Voodoo Ranger. LinkNYC kiosks either directed the target group to a nearby bar or to Drizly App for online delivery. Plus, digital out-of-home ads were tied to specifics, such as March Madness or St. Patrick’s Day, driving home the celebratory impulse. Results? A majority of ad viewers deemed Voodoo Ranger Beer innovative, while recall was up 20% for the brand.

Credits: From Posterscope: Emily Clonan, Associate David Gladding, Associate Director From Vizeum Andrew Antaki, Director From New Belgium Kevin Darst, Digital Strategy and Execution From Intersection Doug Bideaux, Senior Manager, Digital Ad Operations Alex Bicks, Digital Ad Operations Coordinator Margit Kittridge, Vice President, Digital Director Ryan Burke, Senior Photographer Erica Fernette, Account Manager, Dave Kelshaw, Delivery Director, Leslie Steiger, Associate Director, Jennifer Cialini, Supervisor, Faran Efromovich, Supervisor, Paulius Gribauskas, Liveposter/Delivery,
Jessica Freely, VP, Director, Shari Kram, Supervisor. From New Belgium: Jason Stillman, Senior Creative Designer, Ryan McKee, Creative Design

The All For Football campaign was an immersive storefront effort to engage passersby. It’s like pretending to be Antonio Brown of the Steelers, but with food and drink. The public tried to virtually catch Pepsi and Frito-Lay products in Baltimore and Washington, D.C. To prove they played, if only in their dreams, they got to pose, virtually, with their hometown NFL heroes, then send a digital photo to their email. Pearl Media gained more than 17,000 interactions, while the product combo got a fun boost.

Credits: Pearl: Daniel Odham, Producer; Christie McPartlan, Sr. Art Director; Yolanne Monteiro, Project Manager; Jesse Sugarman, Account Lead TracyLocke: Jaime McGee, Associate Media Director

The Pets at Home retail chain wanted to turn teaching children about the responsibilities of pet ownership into a fun exercise. To do so, Grand Visual used a little gaming magic to meet young people and their parents at their respective levels. In cinema lobbies across the UK, interactive touch-screen displays challenged players young and old to feed as many animals as they could within a set period of time. Along with offering in-store vouchers, the displays were geo-located to show directions to nearby stores.

Credits: Production Company: Grand Visual Chief Creative Tech Officer: Dan Dawson Technical Director: Keira Kaine Digital Director: Ric Albert Producer: Camila Engelbert Creative Technologist: Jon Jones Media Agency: Carat OOH Specialist Agency: Posterscope Media Owners: Primesight Creative Agency: Krow Artwork: John Brown Media

To hungry passersby, treat-filled vending machines are already alluring. Upping the anti -- and steering people specifically toward a Kit Kat -- Hershey tapped Crane Connectivity to turn 1,500 machines into interactive advertisements. The result? Over just 3 months, the campaign drove 3 million brand engagements and a double-digit sales lift across all venues. By subtracting a control group’s average weekly vending growth, Crane calculated the likelihood that its “Big Kat” messaging was responsible for the incremental sales to be 94%.

Credits: Noelle Perez, Sr. Manager Global Marketing & Digital Advancement, The Hershey Company Erin Crawford, Associate Brand Manager, The Hershey Company Daniel Tirol, Senior Marketing Manager, The Hershey Company Katy Lee, Manager Global Integrated Marketing Communications & Digital Advancement, The Hershey Company Ronalee Zarate-Bayani, Head of Global Integrated Marketing and Digital Advancement, The Hershey Company Andrew Cameron, Digital Media Analyst, Crane Connectivity Solutions Sharon Peyer, VP Media Network, Crane Connectivity Solutions

Research told Driscoll’s that berries make people happy, and especially so when shared with others. To bring those insights to life, the brand invited unsuspecting park patrons to immerse themselves in a hand-painted 3D portrait. Thanks to touch-sensitive musical cues and other tricks, families and friends couldn’t keep their hands off of the larger-than-life display. Hand Crank Films helped Driscoll’s turn the charming execution into video assets, which then served as the foundation for the brand’s broader #BerryTogether social media campaign.

Credits: Fran Dillard Jamie Bassmann Diane Scalisi Amanda Partney Kim Allen Natasha Guaracha Alicia Weber Carly Norris Laudan Yavari

Vibrant, animated characters leaped out from outdoor ads to engage children and parents alike in a campaign by Think Jam that encouraged families to "Bring Home Happy." Designed to drive DVD purchases of Dreamworks title "Trolls" at UK retailers Sainsbury's and HMV, the campaign amplified the message with a special Valentine's Day ad -- with resounding success. Upon its release, "Trolls" topped the UK DVD sales chart, and as of July 2017 was number five on the top 40 list of 2017 DVD sales.

Credits: Director: Rory Hallam Producer: Megan Phillips Designer: Phil Dickinson Designer: Nick Ashton

Everyone wants to watch something new and entertaining while they work out. Hulu partnered with ZOOM's network of more than 1,000 health clubs to drive awareness of its content and services, get club members to tune in to its original series and boost signups for an extended free trial. The campaign -- featuring a takeover of personal viewing screens during workouts, premium video to TV screens overhead and emails to active members -- had impressive results, with 25K+ full-episode plays and 97MM+ Nielsen-measured video impressions.

Credits: David Ross – Strategic Partnerships, Hulu Chandler Dutton – Partnerships Associate, Hulu Amanda Cross – Marketing Manager, Partnerships, Hulu Tom Link, Senior EVP, Sales & Marketing, ZOOM Media Sommer Smith, Senior Account Director, ZOOM Media

NBC became the first entertainment company to advertise in New York CIty's new state-of-the-art World Trade Center transportation hub as Kinetic captivated downtown commuters with a huge, dynamic digital screen resembling a moving checkout line, featuring GIFs to promote NBC comedy "Superstore." NBC beat competitors during 2016 Premiere Week with an average 2.5 rating for 18-49 viewers, while Season 2 was 29% higher for the time slot in non-sports programming for the demographic -- and NBC picked up Season 3.

Credits: Kinetic: • Andrew Maceda, Manager, Kinetic • Justin Symons, Director, Kinetic • Maureen McCloskey, Managing Director, Kinetic • Nicole Moss, Account Executive, Kinetic   Maxus: • Sarah Giannantonio, Strategic Director, Maxus • Laura Zapakin, Group Director, Maxus • Monique Sheth, Media Planner NBC Entertainment, Maxus   NBC:  • Gerry Logue, SVP Digital and Print Creative NBC Entertainment • Kjerstin Beatty, SVP Media NBC Entertainment • Kristen Ehlers, Director of Digital Project Management NBC Entertainment • Nisakorn Carthunjarearn, Designer NBC Entertainment • Jessica Smuckler, Media Manager NBC Entertainment • Sherry Yi, Media Coordinator NBC Entertainment

Newark Airport is giving JFK a run for its money. Newark (EWR) is actually closer for New Yorkers, particularly on the West Side. And urbanites are all about saving time. To prove it, United launched a campaign to underscore convenience and popularity — 41 million people fly out of Newark each year — over 28 million on United. To push its convenience message, taxi tops showcased drive times to JFK vs. Newark, updated by real-time data. Media secured 26+ million consumer impressions for the campaign.

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

The Wisconsin Department of Tourism is serious about winter. Utilizing real-time weather projections, the "Snow Storm Support” campaign kick-started when six inches of snow covered 30% or more of a key region. Billboards in major Midwest cities would highlight fun winter sports, like skiing, snowboarding and sledding. Non-snow conditions activated indoor pleasures in mid-February. By aligning promos to weather, site sessions rose 10%. Nearly 1,700 arrivals visited, an average arrival per thousand 46% higher than the industry benchmark. In the Badger State, cold is hot.

Credits: Dan Fietsam, Chief Creative Officer Pat Laughlin, Creative Director Ruby Engen, Art Director Brian Sterricker, Copywriting Kelli Sumwalt, VP Media Natalie Kamenick, Account Supervisor Elise Bayer, Account Coordinator

SAP partnered with Captivate, a media network broadcasting via screens in elevators and lobbies, to sponsor real-time information serving content from news to weather. Live Business displays and pulls in live content feeds from more than 100 providers, such as Wall Street Journal, and Reuters. Keyword triggers built into the platform updated SAP's message to those viewing the screens. The SAP Live Business Dashboard ran across 563 office building on 5,750 elevator screens. The campaign measured 49% total ad recall, 90% lift in brand perception.

Credits: Jamilee Morgan - Global Strategy Director, PHD Kaitlin Donohue - Director of National Sales, Captivate

Citi wanted to increase awareness and drive customers to local bank branches during the workday in hope of forging personal connections with consumers and gain a reputation for higher customer service. Advertising and marketing company Captivate created a multiple screen campaign tying in geo-location technology that led consumers to the nearest Citi branch based on the address of the building in which the ad ran. The Citi Make It Here campaign ran across 2,794 screens in 252 buildings in Manhattan and Miami markets.

Credits: Publicis One Team Spark Foundry

Good Apple and Shire Pharmaceuticals created a cross-channel strategy leveraging DOOH at the Louis Armstrong Airport and linked with a mobile campaign to connect with travelers after they left. The campaign targeted 3,000 psychiatrists and 50 faculty members on their way to a conference. The ads ran in the baggage claim, near exits and charging stations where travelers typically plug-in to recharge. The campaign gained 541,199 impressions across mobile and desktop with a CTR 0.43%.

Credits: Client/Shire: Kim Gariepy: Senior Director – Mydayis Commercial Lead Philippe Leblond: Sr. Product Manager - Mydayis Agency/Good Apple: Liza Flaherty, Media Supervisor Gerry Diamond, OOH Strategist Courtney Johnson, Account Director Alyssa Julich, Media Planner