Goodby, Silverstein & Partners
Yahoo!, "Yahoo! Bus Stop Derby"
BEST CAMPAIGN: NATIONAL OR LOCAL

Goodby, Silverstein & Partners created the Yahoo! Bus Stop Derby for client Yahoo. The agency mounted a local campaign based in San Francisco bus stops that turned the bus stop shelters into digital interactive game stations. The Derby allowed users to play against other commuters at different bus stops in real time. The campaign resulted in more than 150,000 games being played, which equaled over 2,000 hours of engagement with Yahoo apps.

Credits: GSP, Executive Creative Director: Margaret Johnson GSP, Executive Interactive Producer: Ellie Gleser GSP, Sr. Brand Strategist: Kelly Evans-Pfeifer GSP, Brand Strategist: Alina Shabashevich GSP, Sr. Communication Strategist: Cameron Luby GSP, Communication Strategist: Jessica Worthington GSP, Director of Brand Publicity: Patrick Kelly GSP, Agency Relations Manager: Christine O'Donnell

Access 360 Media
U.S. Army, "Army Strong"
BEST BRANDED CONTENT & SPONSORSHIP

Where would the U.S. Army's top brass, hungry for men between the ages of 18 and 24, go looking for them? The pesky demographic apparently stopped reliably watching TV ages ago. If you thought Major League Baseball games, you just hit a home run. That's where the army went, turning to Major League Baseball and AMNtv for in-stadium advertising solutions tailored to each team's venue. The full-season MLB campaign employed tactics across various media channels, including AMNtv's 10,000 screens located throughout MLB stadiums. The campaign enabled the U.S. Army to localize their messaging in each market to display recruitment information, local events and custom team-aligned sponsored segments, as well as "Top Prospects," a nationally executed program produced in-house by Access 360 Media.

Credits: Access 360 Media's In-House Creative Services Universal McCann

Six Flags Entertainment Inc.
Vh1, "Vh1 Do Something! Awards"
BEST BRANDING CAMPAIGN

Vh1 reached out to Six Flags Entertainment to promote the network's Do Something! Awards. For the campaign, Six Flags ran digital menu boards across their theme parks. The boards integrated a text-to-win sweepstakes component to drive consumer interaction with the brand. In addition, Vh1 ran long-form content across Six Flags TV to further promote the awards. Vh1 used Six Flags to promote the brand in an effort to reach the demographic the brand feels it shares with Six Flags.

Credits: Erik Neinstedt, Producer, Six Flags Entertainment Inc.

Goodby, Silverstein & Partners
Yahoo!, "Yahoo! Bus Stop Derby"
BEST CAMPAIGN: NATIONAL OR LOCAL

Goodby, Silverstein & Partners created the Yahoo! Bus Stop Derby for client Yahoo. The agency mounted a local campaign based in San Francisco bus stops that turned the bus stop shelters into digital interactive game stations. The Derby allowed users to play against other commuters at different bus stops in real time. The campaign resulted in more than 150,000 games being played, which equaled over 2,000 hours of engagement with Yahoo apps.

Credits: GSP, Executive Creative Director: Margaret Johnson GSP, Executive Interactive Producer: Ellie Gleser GSP, Sr. Brand Strategist: Kelly Evans-Pfeifer GSP, Brand Strategist: Alina Shabashevich GSP, Sr. Communication Strategist: Cameron Luby GSP, Communication Strategist: Jessica Worthington GSP, Director of Brand Publicity: Patrick Kelly GSP, Agency Relations Manager: Christine O'Donnell

Kinetic
Coors Light, "Snap Send Score"
BEST INTEGRATION WITH A MOBILE DEVICE

Kinetic's Coors Light "Snap Send Score" campaign seamlessly integrated the use of mobile devices and laser projection technology to elevate this month-long local OOH campaign during Super Bowl weekend. The digital Ad took over the wall of a prestigious downtown building and engaged passersby in a series of activities, such as wiping off the digital snow with a laser pointer to reveal the snap tag and taking and sending photos of the tag with their mobile devices to win Super Bowl-related prizes. The result scored high above the average awareness campaign, reaching over half of the target audience.

Credits: Maureen McCloskey - Director, Kinetic

Polo Ralph Lauren
"Ralph Lauren 4D: A Historic Fusion of Art, Fashion & Technology"
BEST INTEGRATION WITH EXPERIENTIAL/ACTIVITY

Polo Ralph Lauren created a one-of-a-kind experience for passersby outside the store's New York and London flagships. Using architectural mapping technology, the flagships disappeared and were transformed into 4-D lightshows for thousands of viewers. A virtual runway show appeared on the façade, and scents, music and other audio renderings were pumped out from the store. After the shows, videos of both were uploaded to the company's website where millions of viewers took part in the experience again.

Credits: Ralph Lauren Media

Hush Studios, Inc
McCann Worldgroup/Chicco, Chicco "U.S. Digital Launch"
BEST INTEGRATION WITH OTHER DIGITAL MEDIA INCLUDING SOCIAL

Italian baby line Chicco enlisted McCann Worldgroup to help them break into the American marketplace. The brand placed a ten-story digital billboard in Times Square featuring babies saying the brand name. Through social media networks like Twitter and Facebook, parents could upload videos of their babies saying the brand name. From there, the videos were screened and then streamed to the billboard. The seamless integration between social media and out-of-home placement resulted in thousands of happy moms, dads and kids.

Credits: Client: Chicco Launch Date: February 2011 Agency: McCann Worldgroup New York Creative Director/Art Director: Nathalie Brown Associate Creative Director/Art Director: Karen Ingram Creative Director/Writer: Steve Nasi Executive Creative Content Producer: Catherine Patterson Creative Content Producer: Stuart Shapiro Chief of Staff: Mark Strong Business Partner: Neely Baker Project Manager: Lindsey Rogers Group Strategy Partner: Jane Goodman Production Company: HUSH Creative Director/Partner: David Schwarz Creative Director/Partner: Erik Karasyk Producer: Jenn Mann Art Director: Laura Alejo Lead Animator: James O'Brien Animator: Wes Ebelhar Assistant Animator: Justin Demetrician Interactive Designer: Jen Lu Flash Developer: Nicholas Kircos Technical Lead: Will Olbrys Online Advertising Development: Modstar Executive Engagement Officer: Biagio Black Goetzke Production Manager: Marina Mezzogiorno-Brown Website Hosting: Aerva CEO: Sanjay Manandhar Head of Engineering: David Crow Interactivity Engineer: Rafael Mendiola Software Engineer: Raam Dev Software Engineer: Tony Aidamouni Support Engineer: Jon Stoker

Zoom Media & Marketing
BlackBerry, "BlackBerry Messenger Media Campaign in Zoom Media & Marketing's Social Network"
BEST INTEGRATION WITH TRADITIONAL MEDIA

Zoom Media & Marketing client Blackberry asked the agency to create a unique campaign that would promote BlackBerry Messenger. The campaign used digital signage geared towards both men and women that utilized and illustrated the features of BlackBerry Messenger. For the traditional component, the messenger service was advertised in bars - on tables, barstools, bathrooms and on the actual bars. The result: unaided ad recall approaching 60% in tested Zoom venues.

Credits: Zoom Media & Marketing Kelly McCabe, VP Midwest Sales Patrick West, VP Experiential Marketing Mary Thomas, Director Experiential Marketing Dan Levi, SVP Digital Media & Strategic Partnerships Starcom Lynn Meier, Media Supervisor Lindsey Eckert, Media Supervisor Caitlyn Krois, Media Supervisor Doug Salo, Associate Director Melissa Odenbach, Director – Americas Leo Burnett Elizabeth Charron, Senior Account Executive Susanna Swartley, Account Director Nuno Ferreira, Creative Director

Goodby, Silverstein & Partners
Yahoo!, "Yahoo! Bus Stop Derby"
BEST USE OF INTERACTIVE TECHNOLOGY

Goodby, Silverstein & Partners took interactive DOOH one step forward, letting the audience not just interact with the installation itself, or simply share the experience with their friends, but interact with other participants at other bus stops in real time. Their Yahoo! Bus Stop Derby campaign transformed dreary or indifferent bus stops into social gaming arenas, where strangers would play with each other in different bus stops miles apart or cheer for their teammates. The campaign brought together real people in the real world, while actively reminding people about Yahoo's role in technology and social networking.

Credits: Agency: Goodby, Silverstein & Partners Co-Chairman/Creative Director: Jeff Goodby Executive Creative Director: Margaret Johnson Group Creative Director: Jim Elliott Group Creative Director: Will McGinness Creative Director: Keith Ciampa Art Director: Bryan Houlette, Johan Arlig Junior Art Director: Jon Barco Copywriter: Jody Horn, Niklas Lilja Executive Interactive Producer: Ellie Gleser Interactive Producer: Tena Goy Print Producer: Alisa Latvala Brand Strategist: Kelly Evans-Pfeifer Junior Brand Strategist: Alina Shabashevich Group Account Director: Todd Grantham, John Coyne Account Director: Kelly Johnson Account Manager: Mallory Guraya Assistant Account Manager: Ursula Tran Director of Brand Publicity: Patrick Kelly Agency Relations Manager: Christine O'Donnell Digital Designer/Game Developer: ACNE Production Digital Content Management System Software & Integration: Obscura Digital Print Illustrator: Rizon Parein (Rep. Bernstein & Andriulli) Color Separator: Pacific Digital Image, San Francisco Printer: Great Big Color

Captivate Network
Georgia Pacific, "Spread Wellness"
BEST USE OF RELEVANT MESSAGE AND ENVIRONMENT

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To spread awareness against the spread of the flu, Georgia Pacific's "Spread Wellness" campaign tells an everyday story that affects our health but is often overlooked. Delivered through Captivate Network, the in-elevator video simulates a scene captured by a surveillance camera, which immediately attracts the elevator riders' curiosity, showing a man walking into the elevator and pressing the button using the kleenex he just sneezed in. This "elevator pitch" was concise, highly relevant to the environment and likely to resonate with the audience, perhaps already feeling the urge to wash their hands.  

Credits: Creative Director – Billy Barnes Art Director – John Moore Copy writer – Steve Olshansky Videographer – Matt Jones Editor- Max Hill Project manager – Stephanie Dunford Media Director – Donna Mercer Account Manager – Julia Sears

Inwindow Outdoor and Zenith Media
Twentieth Century Fox Home Entertainment, "Avatar Digital Face Morphing Exhibit"
MOST INNOVATIVE TECHNOLOGY/PLATFORM

For the Avatar Na'vi campaign at The Grove in Los Angeles, Inwindow Outdoor and Zenith Optimedia created a face-morphing exhibit at a high-traffic location where visitors could see themselves instantly transformed into Na'vi, the blue-skinned species from the future made famous by the movie. Using Inwindow Outdoor's in-house facial recognition technology, the face-morphing experience actually retained the core features of the individual's face, so the ultimate result truly did appear to be a transformation. The display consisted of a 60-foot long, 10-foot tall structure featuring three "morphing stations," and one large-scale video wall surrounded by vinyl and branded with Avatar themes. As shoppers approached the screens, their images were captured and transformed in real time. Once the morph was complete, users were able to enter their email addresses via touch-screens and be sent a video of their transformation along with information on where to purchase the Blu-Ray Avatar disc. There was also a Bluetooth component that pinged mobile phones within the vicinity of the exhibit, inviting them to have their face morphed. On average, 1,000 people had their faces morphed daily, and crowds gathered to watch, waiting an average of twenty to thirty minutes for the opportunity to be morphed. That waiting time took place in full view of the Avatar-branded kiosk with movie imagery and promotional language designed to raise awareness of the Blu-ray launch.

Credits: Jeff Cohen (Managing Partner of Inwindow Outdoor) Steve Birnhak (CEO, Inwindow Outdoor) Mary Daily (EVP of Marketing, 20th Century Fox Home Entertainment) Julie Markell (SVP of Creative Marketing, 20th Century Fox Home Entertainment) John D'Agostino (VP of Creative Marketing, 20th Century Fox Home Entertainment) Michael Thomas (Executive Director of Creative Marketing, 20th Century Fox Home Entertainment) Sal Apodaca (VP of Media, 20th Century Fox Home Entertainment) John Gelke (Director of Media, 20th Century Fox Home Entertainment) Damon Peirson (SVP, Director of OOH, Zenithmedia) Tina Pukonen (EVP, Director Zenith West, Zenithmedia) Stephanie Lui (Associate Planning Director, Zenithmedia)

Monster Media
Intel, "How Smart is Your TV?"
MOST INNOVATIVE USE OF A DIGITAL OUT-OF-HOME PLATFORM

To promote Intel's Internet-accessible smart TVs, Monster Media created a series of engaging "walls" and "portable storefronts" utilizing its custom-built, traveling trucks in high-traffic locations in seven major markets. The campaign fused the TV's high-tech features, including sound, gesture and multi-touch interaction, enabling the movements of a consumer passing by to trigger TV and Internet content logos on the screens. An on-screen call-to-action prompted consumers to participate directly in the immersive screen experience via touch interaction, enabling a user to control their own experience as they gathered falling content to build their own virtual smart TV. According to Monster Media's analytics, the system was activated more than 58,000 times over the course of the two-month, seven-market campaign.

Credits: Pedro Andres Sanchez, Creative Director, Monster Media Radhames Almanzar - Interactive Producer, Monster Media Stephen Deming - Designer, Monster Media Ryan Rauschkolb - Developer, Monster Media Tia Durham, Account Manager, Monster Media