Winners

2017 Best in Show

Venue or Location-Based

MTV VMAs Take Flight by Viacom Velocity for MTV

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!

Affiliated Agency: Remarkable Media

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

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2017 Member's Choice

Venue or Location-Based

La Quinta Inn & Suites Helps Travelers #WinAtBusiness by Boingo Media for La Quinta Inn & Suites

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.

Affiliated Agency: Horizon Media, media buying ; DDB, creative agency; Greenlight, creative agency

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.

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Platform

Children of the Nation by In Loco Media for Globo Play

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.

Affiliated Agency: Clear Channel, DOOH media partner

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

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Marketing Sector

Snow Storm Support by Laughlin Constable for Wisconsin Department of Tourism

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.

Affiliated Agency: N/A

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

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Venue or Location-Based 2017 Winners

Digital Advertising Integrated with social/mobile at a venue

Dell + Sony Pictures Spider-Man Homecoming DOOH Game by Kinetic  for Dell Inspiron 15 7000 Gaming Laptop

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.

Affiliated Agency: Y&R/VML – Creative leads – Concept / Idea generation, oversight and production for campaign, Candyspace – Produced the Interactive game and running the sweepstakes component, Kinetic – Sourced the out-of-home media, MediaCom – Planned and purchased media

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

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Mall

Cars 3 Experiental  by Cineplex Digital Media  for Disney, Toys R Us & Thinkway

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

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Park/Sports Arena/Stadium Concert Venue

#BerryTogether Campaign by Driscoll's  for Hand Crank Films

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.

Affiliated Agency: Allison & Partners

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

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Transit: Airplane/Train/Bus/Subway

MTV VMAs Take Flight by Viacom Velocity  for MTV

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!

Affiliated Agency: Remarkable Media

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

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Wildcard (venue not covered in any of the above categories)

Cinema LG / Independence Day Resurgence by Screenvision Media  for LG

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

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Platform 2017 Winners

Digital Billboard/Signage

Revealing the Shadow World by Grand Visual  for Freeform

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.

Affiliated Agency: C2C/Posterscope, JCDecaux

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

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Digital Place Based

VRT Hyundai by Ocean Outdoor LTD  for Hyundai Motors UK

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

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Experiential

Crying Baby  by Monster Media  for J&J / Johnson's Baby

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.

Affiliated Agency: BBDO New York

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

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Integration with Mobile

Children of the Nation by In Loco Media  for Globo Play

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.

Affiliated Agency: Clear Channel, DOOH media partner

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

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Integration with Social Media

March for Giants by Ocean Outdoor LTD  for Space for Giants

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

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Marketing Sector 2017 Winners

Beverage

Budweiser Goal Synced Red Light by Anomaly Toronto  for AB InBev / Labatt Brewing / Budweiser

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.

Affiliated Agency: Media Agency: UM Canada; Client: Labatt Brewing Company Ltd; Print Production: 7thfl

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;

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Consumer Packaged Goods

#BerryTogether Campaign by Driscoll's  for Hand Crank Films

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.

Affiliated Agency: Allison & Partners

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

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Entertainment

NBC Takes Over New World Trade Center Station With GIFs Promoting Superstore by Kinetic  for NBC - Superstore

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.

Affiliated Agency: Kinetic (OOH agency), Maxus (Planning Agency), Giant Spoon (

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

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Travel & Tourism

United Dynamic Taxi Top for United/MEC by Kinetic and Verifone Media by Verifone Media  for United

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.

Affiliated Agency: Kinetic (Media), MEC (Media), McGarryBowen (Creative)

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.

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Wildcard (industry not covered in any of the above categories)

Citi Priority "Make It Here" by CAPTIVATE  for Citi

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.

Affiliated Agency: Publicis One Team, Spark Foundry

Credits: Publicis One Team Spark Foundry

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