Winners

2018 Best in Show

Marketing Sector

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

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2018 Member's Choice

Marketing Sector

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

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Marketing Sector 2018 Winners

Consumer Packaged Goods

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

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Entertainment

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

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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

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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)

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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

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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

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Platform 2018 Winners

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

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Digital Out of Home Using Programmatic

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

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Digital Out of Home Using Location Data

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

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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

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Digital Out of Home Using Spectaculars

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

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Venue or Location-Based 2018 Winners

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

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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

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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

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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

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