MediaPost - OMMA Awards

Integrated Online Campaign

Apparel/Fashion: All Wrapped Up by Post Studios - The New York Post for Bloomingdale's
Post Studios’ “All Wrapped Up” campaign for Bloomingdale’s, wrapped the newspaper’s homepage in the department store’s holiday wrapping paper. Upon loading the page, selections from Bloomingdale’s holiday lines reveal an animated gallery of gifts. The overlay then unveils an image of a wrapped box, which later shreds to reveal the nypost.com homepage with full wrapping-paper-style skin. The takeover delivered an average click-through that eclipsed the sitewide benchmark by almost 500%.
Credits: Holly Lamport - Media Director, Bloomingdale's Victoria Shobe - Creative Director, Post Studios; ZeroGrand by Giant Spoon for Cole Haan
The campaign for Cole Haan’s revolutionary ZeroGrand — the next evolution of LunarGrand — drew on custom in-motion look-books, custom video editorial integrations, and 3D CGI development, which dissected the ZeroGrand’s components. The initiative also took offline executions like painted wall murals and street photography, and amplified them socially. The campaign seeded product with key influencers in fashion, entertainment and music, which helped generate earned awareness and social PR.
Affiliated Agency: Giant Spoon (media and creative content lead)
Credits: David Maddocks Erin Riley Megan Klementik Alan Cohen Trevor Guthrie John Ohara Caleb Smith Corbin Brown; Moms, Dads & Grads by Mediahub/Mullen for Shinola
This branded content campaign for Shinola, a new fashion company that sells watches and other high-end goods, eschewed fashion media in favor of news sites. The campaign, aimed at men, involved partnering with Uncrate to co-create content that amplified the brand’s products. Shinola material featuring people who affect the craft quality movement was displayed via a partnership with The Daily Beast this spring. The campaign yielded 7.6 million unique impressions.
Credits: Alexandra Butmi, VP, Associate Media Director, Mediahub/Mullen Elizabeth Fermon, Senior Digital Media Planner, Mediahub/Mullen

Automotive: 4G by Carat for GM/Chevrolet
GM/Chevrolet partnered with Carat in order  to generate buzz for the first and only car  company to bring built-in 4G lte WiFi to  cars. With consumers using messaging through mobile and other on-the-go outlets more during the holidays, Chevy launched the 4G lte during the 4th of July to spark awareness and buzz. Chevy sponsored the annual Philadelphia fireworks show, providing 1mm consumers with free 4G access at an event where connectivity is low and connectedness is high. This resulted in 520+ million impressions.
Affiliated Agency: Posterscope, IProspect, Commonwealth, Fleishman Hillard
Credits: James Trumble, VP Global Strategy, Carat Abbey Berryman, SVP Group Director, Carat Ann Walsh, VP Director, Carat Ashish Oak, VP Director, Carat Chris Voss, Director, Carat Heidi Griffin, Associate Director, Carat Eugene Vinogradov, Associate Rebecca Behm, Associate Director, Carat; Mario Karting Reimagined by MediaCom for Pennzoil
Pennzoil and MediaCom capitalized on the event of sxsw and popularity of Nintendo’s Mario Kart brand to promote the launch of a ground-breaking new motor oil made from natural gas, and brought the Mario Kart racing experience to life! On the quarter-mile track, sxsw attendees could choose among four different life-size go-karts — Mario, Luigi, Princess Peach and Bowser and during the race, collect Pennzoil Power-Ups, increasing their karts’ speed and performance, showing the benefits of Pennzoil PurePlus. The campaign generated over 1 billion earned media impressions and $5 million in PR value.
Affiliated Agency: JWT (creative), Coyne (PR)
Credits: Larry Swyer, MediaCom, Managing Partner Morgan Buksbaum, MediaCom, VP, Sr. Partner Entertainment & Sports Partnerships Fernando Cadena, MediaCom, Communications Planning Director Lindsey O’Neil, MediaCom, Account Director, Entertainment & Sports Partnerships Rachel Lippman, MediaCom, Digital Media Director Candice Hornung, MediaCom, Digital Media Supervisor Christopher Wallace, MediaCom, Account Manager, Entertainment & Sports Partnerships Perry Fair, JWT, Chief Creative Officer Jeremy Jones, JWT, Creative Director Dustin Tamilio, JWT, Creative Director Elliott Graham, JWT, Art Director Erin McGivney, JWT, Account Director Michael Salzillo, Coyne, VP Chris Tamburino, Coyne, Account Supervisor; Mitsubishi Motors: Responsive+ Redesign by Mitsubishi Motors & iCrossing for Mitsubishi Motors
Mitsubishi asked iCrossing to help reinvigorate their online identity in a segment that has grown highly competitive. The site was built with iCrossing's proprietary "Responsive Plus" Design methodology, which uses a combination of front-end and server-side technologies to customize the site's content, features and functionality, and optimize the performance based on their device. With the Build & Price tool, consumers can view their local dealers' inventory to find the car that meets their desired specifications. Just 3 months after going live, Mitsubishi’s sales have seen record increases of 57% - far above the 6% lift for the industry.
Credits: Mitsubishi team iCrossing team: Regan Swegle, Account Director Carla Rosenquist, Director, Delivery Management Shiva Vannavada, VP, Technology Services Andrew Schmeling, VP, Executive Creative Director Chris Gatewood, VP, Executive Creative Director Lincoln Graham, Director, Strategy Anuradha Sachdev, Director, Information Architecture Russel Tokar, Art Director David Shuff, Post-Production Supervisor Matt O'Dowd, Associate Creative Director Michael Furth, Sr. Copywriter

Beauty/Cosmetics: Campaign: AXE Matte Effect by SapientNitro for Unilever
AXE is known as a brand that’s all about cocky masculinity and bro humor. Entering the booming category of premium men’s hair products meant some growing up for the brand. Gladly, SapientNitro is highly competent when it comes to crafting a brand story. By merging hairstyle and lifestyle, they built the brand around the “Matte Man” and his motto: Less effort. More style. The new campaign includes fun interactive content, life advice, and style tutorials across web, print, in-store and mobile.
Credits: Worldwide Chief Creative Officer, Gaston Legorburu Executive Creative Director, Christian Waitzinger Executive Producer, Achilles Chalkiotis Director of Marketing Strategy & Analysis, Justin Barkhuizen Creative Director, Christina White Associate Creative Director, Susan Phuvasitkul Associate Creative Director, John Conroy Copywriter, Silas Ruppe Senior Art Director, Andrew Kupresanin Producer, Maritza B. Aldir Post Production Supervisor, Ariel Bellumio Video Editor Alex Belmar Motion Graphics, Alejandro Roses Producer, Courtney Clough User Experience, Ozge Kirimlioglou; #MJHONEYSPOTS by Isobar for Coty, Marc Jacobs Fragrances
Working with Marc Jacobs Fragrances on creating their global website and the new fragrance launch, Isobar has recognized the young, mobile-enabled, photo-sharing audience as a demographic they’d have to deal with. Fans of Marc Jacobs “Honey” fragrance were invited to share on social media, pictures of their favorite “HoneySpots” — places that boosted their mood and brightened their day. The new, mobile-enabled website, supporting multiple languages, accompanied the launch.
Credits: Scott Judy, Vice President, Isobar Kapil Bahadur, Engagement Director Adam Jackson, Creative Director, Isobar Brian Maleszyk, Strategy Director, Isobar Alex Tolk, Associate Creative Director, Isobar Steve Louk, Art Director, Isobar Lauren Santemma, Art Director, Isobar Matt Steiniger, Project Manager, Isobar Sumit Basu, Technical Project Manager, Isobar Aaron Barker, Senior Copywriter, Isobar Tina Huber, Senior Brand Strategist, Isobar Thea Mann, Designer, Isobar Jeff Karova, Flash Developer, Isobar; Journey to the Capitol with CoverGirl by Starcom Mediavest Group for Procter & Gamble/COVERGIRL
Mediavest was presented with the challenge of winning over the hearts of brand-disloyal Millennials. By bringing excitement to point of purchase with personalized and interactive experiences, Mediavest has come up with a partnership between CoverGirl and The Hunger Games: Catching Fire. As a result, CoverGirl’s new redeveloped line featured 12 looks inspired by the 12 Districts in Panem, the capitol of the nation in the Hunger Games. Fans designed and shared looks of their own, connecting to other fans. This story line and product line intertwining was teased in Vogue and supported across TV, digital, social, mobile, print and PR.
Affiliated Agency: Grey, Boomerang, MMC
Credits: Brand: Jay Sethi, Brand Manager, COVERGIRL, 479-871-4450, sethi.j@pg.com Laura Brinker, Communications, COVERGIRL brinker.le@pg.com SMG: Devinn Tafaro, VP Connections Director, SMG, 212-468-4364, 212-468-4364 Courtney Weg, Connections Associate Director, SMG, 212-468-3410, courtney.weg@smgunited.com Justin Raiten, Connections Manager, SMG, 646.557.7310, justin.raiten@smgunited.com Starcom: Nicole Bahls, Associate Director, Starcom, 312.220.3942, nicole.bahls@starcomww.com Elizabeth Elliot, Mobility Manager, Starcom, 312-220-1688, elizabeth.elliott@starcomww.com MediaVest: Jyoti Menon, Digital Director, Janice Pietrowitz, Associate Director LQT: Michael Tennant, Associate Director, Liquid Thread, Michael.tennant@liquidthread.com Brent Poer, President, Liquid Thread, Caroline Turner, Legal Council Grey: Alice Ericsson, Creative Director, Grey, 212-546-2660, ericsson@grey.com Seema Patel, SVP Account Director, Grey, spatel@grey.com, 212 546 1214 Ernesto James, VP Account Director, Grey, ejames@grey.com Boomerang: Nicole Waxenblatt, Group Creative Director, Boomerang LLC, 212.537.4972, nicole.waxenblatt@boomerangllc.net Julian Roca, Group Account Director, Boomerang LLC, 212.537.4944, julian.roca@boomerangllc.net MMC: Sara Horowitz, Account Supervisor, Marina Maher Communications LLC , 212.485.6804, shorowitz@mahercomm.com Amber Meredith, Managing Director, Marina Maher Communications, 212-485-6873, ameredith@mahercomm.com

Beverage (alcoholic): If We Made It by Starcom Mediavest Group for Heineken/Newcastle Brown Ale

Ingenuity beats Reality in Newcastle’s never-run Super Bowl campaign. Not having the money for TV, it launched a tongue-in-cheek spot with storyboards, confused celebrities, like Anna Kendrick, and focus groups. The non-ad generated such attention that it trumped an actual Super Bowl run, proving you don’t have to be in it, to win it.
Affiliated Agency: Droga5 - Creative, Edelman - Public Relations
Credits: MediaVest Dan Kern SVP, Managing Director 212.468.3624 dan.kern@mediavestww.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) MediaVest Jon Dobbin SVP, Group Client Director 212.527.8808 jon.dobbin@mediavestww.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) MediaVest Jennifer Meitzner Digital Associate Director 212.527.8922 jennifer.meitzner@mediavestusa.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) MediaVest Alan Rush VP, Human Experience Strategist 212.468.3515 alan.rush@mediavestww.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) MediaVest Katherine Karp Analytics Manager 212.468.4026 katherine.karp@mediavestww.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) MediaVest Nkechi Hooper Analytics Associate 646.557.7298 nkechi.hooper@mediavestww.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Droga5 Dan Gonda Group Account Director 917.237.8837 dgonda@droga5.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Edelman Lindsay Anthony Account Director 212.704.4585 lindsay.anthony@edelman.com; Follow the Moon by Spotify for Blue Moon

It’s worth howling over Blue Moon Brewing/Spotify’s “Follow The Moon” tour. Local artists and foods were highlighted in NYC, Charleston, Phoenix, Denver and Chicago, which staged a hipster summer fest, timed to the full moon. YouTube/Spotify videos and fan input pushed the “artfully crafted” theme: VH1 meets the Food Network, creating a celebration of American talent, with a specialty brew to kick up the experience.
Affiliated Agency: MC Media/Initiative (media), Integer (creative), Show Cobra (production), POM (production)
Credits: Spotify: Laura Nardella - Account Director Sam Duke - Manager, Branded Experiences Maureen Traynor - Director, Branded Experiences Tim Root - Account Director MC Media: Tito Flores - Associate Media Director Alison Dusenbery - Associate Media Director Lindsay Kaufman - VP, Digital Director MillerCoors: Emily Smith - Digital and Social Marketing Manager Heather Gheen - Associate Media Manager Integer: Jordan Bennett - Digital Assistant Account Executive Show Cobra: Bryan Walters - Director of Production Charlie Clark - Supervising Producer Grace Cowan - Managing Partner; Make it with a Cowboy by Sauza for Sauza

Think margarita whisperer — with a gentlemanly edge. That’s the premise behind the Sauza “Make It With a Cowboy” mobile campaign. The app offers a fun “Lasso Up” game, roping a margarita bottle, and “Make A Poster” links to videos, offers and recipes. I’d like Sauza’s cowboy to mix my drinks. Giddy-up!
Affiliated Agency: Vibes
Credits: Caitlin Rannells Brand Activation Manager, Tequila, Beam, Inc. Taryn Tomasula Sr. Account Manager at Vibes Shane Dubay Creative Director at Vibes

Beverage (non-alcoholic): Keurig Brewer on Doorstep by Cake for Keurig
Keurig, apparently, has lost its corporate mind. The company decided to deliver 15-thousand single cup Keurig coffeemakers to 15-thousand strategically placed families and homes as part of its "Brew the Love" rollout. Bolstered by online spots and an integrated social campaign, Keurig is hoping to bring the joy back to America's coffee routine. Cream, sugar, and a free Keurig with that?
Affiliated Agency: Havas Worldwide (brand creative)
Credits: Elizabeth Chapin, Account Director; Jenna Fidellow, General Manager; Ahh Effect by Starcom Mediavest Group for Coca-Cola/Coca-Cola
More than 10-million teens have not had a Coke within the past year. The company enlisted YouTube celebrity Kurt Hugo Schneider to bring the brand—the Ahhh, it calls it—back to this market. Schneider covered two popular songs, Feels So Close and Little Talks, to bridge both the campaign and brand. It worked, in part because of its delivery; in part because, well, it’s Coke.
Affiliated Agency: Starcom Mediavest Group-Connections + Content + Search, Wieden & Kennedy-Creative, 360i-DWOM, iCrossing-Search, Defy Media--Publisher and Media Partner, Fast Horse--PR
Credits: Coca Cola Jennifer Healan Group Director, Integrated Marketing Content 404-676-2121 jehealan@coca-cola.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Coca Cola Lauren Thompson Manager, Brand & Business Communications 404-676-2121 laurenthompson@coca-cola.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Coca Cola Ryan Anderson Senior Manager, Integrated Marketing Content 404-676-2121 ryanderson@coca-cola.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Coca Cola Russ Mischner Integrated Marketing Content Manager 404-676-2121 rmischner@coca-cola.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Coca Cola Eric Weiner Integrated Marketing Content 404-676-2121 eweiner@coca-cola.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Coca Cola Evan Holod Senior Brand Manager 404-676-2121 eholod@coca-cola.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Coca Cola Meg Haley Brand Manager 404-676-2121 marhaley@coca-cola.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Coca Cola Chris Bigda Senior Integrated Communications Manager 404-676-2121 cbigda@coca-cola.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Coca Cola Lisa Roebuck Senior Integrated Communications Manager 404-676-2121 lroebuck@coca-cola.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Coca Cola Kelly Fierro Senior Brand Manager 404-676-2121 kfierro@coca-cola.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Starcom Mediavest Group Dalila Velez Connections Assoicate Director 212-468-4227 dalila.velez@coca-cola.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Starcom Mediavest Group Alice Kwon Digital Associate Director 646-557-7313 alice.kwon@mediavestww.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Starcom Mediavest Group Liz Phillips Lacey SVP, Digital Director 212-468-3385 liz.phillipslacey@mediavestww.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Starcom Mediavest Group Erika Machamer SVP, Human Experience Strategy Director 212-527-8871 erika.machamer@mediavestww.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Starcom Mediavest Group Adrian Sutherland Digital Manager 212-468-3617 adrian.sutherland@mediavestww.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Starcom Mediavest Group Kimberley Babcock-Smith SVP, Connections Director 212-468-3905 kim.babcock@mediavestww.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Liquid Thread/SMG Brent Poer President 212-468-4000 brent.poer@liquidthread.com (Agency) (First & Last Name) (Title) (Phone #) (Email address); America, It's Beautiful by Starcom Mediavest Group for Coca-Cola/Coca-Cola
The Super Bowl Ad was spectacular—“America the Beautiful” sung in nine languages. But soon conservative xenophobes decided it was somehow anti-American, so Coke followed up the spot with a campaign through multiple platforms to take back the conversation. The goal—to move the message from selling soft drinks to identifying a nation— received more than 10.5-million YouTube views in 24 hours. Take that, xenophobes.
Affiliated Agency: W&K Portland - Creative; Facebook-The Creative Shop - Production
Credits: Coca Cola Jennifer Healan Group Director, Integrated Marketing Content 404-676-2121 jehealan@coca-cola.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Coca Cola Ryan Anderson Senior Manager, Integrated Marketing Content 404-676-2121 ryanderson@coca-cola.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Coca Cola Eric Weiner Integrated Marketing Content 404-676-2121 eweiner@coca-cola.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Coca Cola Chris Bigda Senior Integrated Communications Manager 404-676-2121 cbigda@coca-cola.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Starcom Mediavest Group Julie Goldstein VP, Director of Video 212-468-3548 julie.goldstein@mediavestww.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Starcom Mediavest Group Rich Michel SVP, Group Director 212-468-3531 rich.michel@mediavestww.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Starcom Mediavest Group Liz Phillips Lacey SVP, Digital Director 212-468-3385 liz.phillipslacey@mediavestww.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Starcom Mediavest Group Alice Kwon Digital Associate Director 212-468-7313 alice.kwon@mediavestww.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Starcom Mediavest Group Kimberley Babcock-Smith SVP, Connections Director 212-468-3905 kim.babcock@mediavestww.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Starcom Mediavest Group Jeff Chaban SVP, Research 212-468-4021 jeff.chaban@mediavestww.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Starcom Mediavest Group Dalila Velez Connections Assoicate Director 212-468-4227 dalila.velez@coca-cola.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Wieden & Kennedy Hal Curtis Creative Director Hal.Curtis@wk.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Wieden & Kennedy Antony Goldstein Creative Director Antony.Goldstein@wk.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Wieden & Kennedy Jeff Gillette Creative Director Jeff.Gillette@wk.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Facebook Tom Brown Creative Director tombbrown@fb.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Facebook Eric Schnabel Creative Director eschnabel@fb.com

Business-to-Business Campaigns: NBCUniversal & Xerox Create “30 Seconds to Know” by Xerox for Xerox
Needing to communicate their business solution capabilities, Xerox partnered with NBC Universal to create "30 Seconds to Know". Original video vignettes simplified complicated topics and dovetailed with the message that Xerox delivers simplified business solutions. With homepage video placements, co-branded digital units, network cross promotion, and NBC Universal's social channels, the campaign produced a 500% lift in unaided awareness of Xerox as a provider of business process services.
Credits: Barbara Basney – VP, Global Advertising and Media, Xerox Christopher Boles – Director, Corporate Advertising, Xerox Laura Reilly – Director, Planning, Xerox Michael Valentin – Director, Digital, Xerox Seth Winter - Executive Vice President, News and Sports Advertising Sales Group, NBCUniversal Scott Schiller – Executive Vice President, Digital Advertising Sales, NBCUniversal Lou Tosto – Senior Vice President, Digital News Advertising Sales, NBCUniversal; Truck Whisperer by ID Media for Fleetmatics
A lighthearted take on knowing the inner workings of efficient fleet management, Fleetmatics used a "Truck Whisperer" to promote its web-based tools that can get real-time visibility into vehicle location, fuel usage, speed, and mileage. Through online video, display, and a partnership with Pandora, overall site visits increased 86% and organic search increased 22%.
Affiliated Agency: FCB - creative
Credits: Angie Cook SVP, Managing Director ID Media Regina O'Rear Associate Media Strategy Director ID Media Adam Gilbert Associate Media Strategy Director ID Media Katerina Burke Media Strategist ID Media Christina Lewis Assistant Media Strategist ID Media Karyn Kerner SVP, Group Management Director FCB Catherine Roggow VP, Management Director FCB Sarah Lopez Assistant Account Executive FCB; Total Value of Simpana Software by FVM for CommVault
A leader in efficient data managements, CommVault’s goal was to increase qualified leads at a lower CPL for their flagship Simpana software. The company used paid advertising, PR/social media, and email marketing to drive prospects to the website to interact with a Simpana storage efficiencies calculator and, as a next step, get a more personalized efficiency report. The calculator paid off in over 23,000 unique visits and close to 800 actionable sales leads.
Credits: Jon Cohen - Executive VP of Client Services, FVM, Doug Hammer - Product Marketing Manager, CommVault, Jordy Pickel - Director of Digital Development, FVM, Kat Sioson - Web Developer, FVM, Russell Falk - Senior Digital Designer, FVM, Karen Murphy - Director of Media & Campaigns, FVM, Brittany Bayer - Assistant Media Planner, FVM

Best Relaunch of Causes/Charity/Non-Profit Organization Website: 2013 Red Kettle Campaign by The Richards Group for The Salvation Army
The Salvation Army’s "Rock The Red Kettle" campaign shortened its giving season by 5 days, using social media, a sweepstakes, celebrity endorsements and their first takeover of Giving Tuesday across NBC properties. Donations increased 4.1% during November and December. Online donations were up 24% vs. the previous year.
Credits: Jon Lee, The Richards Group, Brand Management Cassidy Moore, The Richards Group, Brand Management Abby Skubitz, The Richards Group, Brand Management Dan Case, The Richards Group, Art Director Danny Bryan, The Richards Group, Creative Director Todd McArtor, The Richards Group, Creative Director Jeff Bednarz, The Richards Group, Director (TV) Jim Elmer, The Richards Group, Producer Bridget Fontenot, The Richards Group, Producer Danny Bryan, The Richards Group, Writer Jason Agnew, Fast Cuts, Editor; The Funnest Sport There Is by Colle+McVoy for USA Swimming
USA Swimming's goal was to give swimming a higher profile among parents and kids. SwimToday.org helped parents find the nearest clubs and pools and stressed the fun, swagger, and excitement that accompany the sport. Posters, display, preroll, and PSA's reminded parents that swimming is the "funnest" way to keep kids healthy, active and assured. To date, 31,000 individuals have visited SwimToday.org, with nearly one-third looking for a swim club near them. On Your Marks!
Credits: Mike Caguin, Chief Creative Officer, Colle+McVoy Derek Till, Group Creative Director, Colle+McVoy Adam Ridgeway, Senior Copywriter, Colle+McVoy David Kelly, Senior Art Director, Colle+McVoy Harlo Petoskey, Lead UX Designer, Colle+McVoy Daniel Jenstad, Senior Interactive Designer/Interactive Associate Creative Director, Colle+McVoy Annie Yiling Wang, Interactive Designer, Colle+McVoy Ed Bennett, Design Director, Colle+McVoy Sam Soulek, Associate Design Director, Colle+McVoy Nick Watts, Interactive Producer, Colle+McVoy John Zegoski, Project Manager, Colle+McVoy Kelly Silbernagel, Print Producer, Colle+McVoy Eric Skaare, Studio Manager, Colle+McVoy Cynthia Anderson, Senior Retoucher/Production Artist, Colle+McVoy Marc Hortsch, Production Artist, Colle+McVoy Phil Kjelland, Senior Production Artist, Colle+McVoy Tim Letscher, Director of Digital Strategy and Analytics, Colle+McVoy Hilary Lund, Strategist, Colle+McVoy John Borchardt, Director of Broadcast, Colle+McVoy Carl Martin, Editor, Colle+McVoy Chris Peters, Senior Art Buyer, Colle+McVoy Sue Bursell, Proofreading Supervisor, Colle+McVoy Fran Willford, Proofreader, Colle+McVoy Brynn Hennessy, Proofreading, Colle+McVoy Denise Remick, Production Artist, Colle+McVoy Aaron O’Keefe, Account Executive, Colle+McVoy Tyler Anderson, Account Executive, Colle+McVoy Poby, Photographer, Poby Photography; “Purdue Day of Giving" by Story for Purdue University
Purdue turned disengaged alumni into donors with an intense 24-hour event, "Opportunity Granted". Original content, a social media war room, live-stream discussions, and friendly competition between programs/departments showed donor impact on the lives of students and world-changing research. Perdue raised a record-breaking 7.5 million in a single day.
Credits: Rob Rasmussen, Chief Creative Officer Nils d'Aulaire, Creative Director Charles Coxe, SVP Narrative Kaitlin Brennan, Editor Graham Slick, Associate Creative Director, UX Kolby Slocum, Director Integrated Productions Carrie Mulholland, Project Manager Robert D'Antoni, Video Editor - Motion Graphics

Consumer Packaged Goods: Lay’s® Do Us A Flavor by Deep Focus for Lay’s®
In the hunt for a new chip flavor, Lay's wanted to double last year’s record 3.8 million “Do Us A Flavor” submissions. In partnership with Deep Focus, Lay's broadened their social outreach beyond Facebook to YouTube, Pinterest, Instagram and Twitter. Channeling the century-old marketing technique of the jingle, the campaign reached 12 million+ YouTube views. Lay's replied, via Twitter, to those who submitted with "insta-jingles" delivering the first ever customized micro jingles created on a bespoke basis — tailored to each tweet; a 100% retweet rate. Submissions doubled in less than 4 weeks, then tripled before the 12 week submission period ended, totaling over 14MM submissions.
Affiliated Agency: Agencies: eBBDO, OMD Worldwide, Ketchum, The Marketing Arm. Production company: Head Gear Animation. Recording Studio: The Lodge
Credits: Alex Grybauskas, Video Editor Ashley Tyra, Copywriter Christina Cooksey, Director Moment Studio Dana Nichomoff, Account Director Franklin DeFelice, Senior Communications Manager Jennifer Shieh, Project Director Josh Sachs, Sr Motion Designer Michelle Rowley, Associate Director Planning Ken Kraemer, ECD Matt Steinwald, Creative Director Renan McFarland, Designer Ron Lent, Creative Director; Trident Trending10 by Starcom Mediavest Group for Mondelez/Trident
In the past, checkout lines have been a prime selling point for gum as it provided customers the need for a moment of refreshing distraction and "impulse purchasing", especially among teens. Trident and MediaVest found a substitution for this “refreshing distraction”, mobile phones. Using a proprietary Heat Tracker developed in partnership with Twitter, they identified the musical artists generating the most buzz online. In partnership with Fuse Media, #trending10 was created, providing Trident with an authentic music platform that ignites sales from an engaged audience of music fans — all in real time. The combination of the Trident sponsored #trending10 TV program amplified on Twitter has so far touched 20 Million young adults and @TridentGum followers have increased 43 percent since the campaign started.
Credits: SMG Eric Levin SVP 312.970.8476 eric.levin@liquidthread.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) SMG Jessica Spring AMD 212.468.4000 jessica.spring@liquidthread.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) SMG Cal Knight VP, Director 212.468.4000 cal.knight@mediavestww.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) SMG Ian Maidman SVP 212.468.4000 ian.maidman@mediavestww.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) SMG Heather Knapp AMD 212.468.4000 heather.knapp@liquidthreadcom (Agency) (First & Last Name) (Title) (Phone #) (Email address) Mondelez Farrah Bezner Marketing Director 973.503.2385 farrah.bezner@mdlz.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Mondelez Melinda Rickert Brand Manager 973.503.4368 melinda.rickert@mdlz.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) Mondelez Hadley Schafer Sr. Assoc. Brand Manager 973.503.4529 hadley.schafer@mdlz.com; LG Fabsharing by LG Electronics and iCrossing for LG Electronics
In 2013, LG launched its new LG Optimus G Pro phone as THE device designed for those who are passionate about creating, viewing and sharing. Working with iCrossing, LG launched a marketing campaign called "LG Fabsharing" to fully demonstrate the advanced features of the LG Optimus G Pro. The campaign featured a custom microsite, videos featuring things customers could "Fabshare," a Times Square Digital Billboard, garnering over 115 million social engagements, 2 million video views and sale increases, in just 2 months.
Credits: LG Electronics iCrossing

Entertainment: Movies: Frozen Weather Cross-Platform Integration by The Weather Company for Disney/Frozen
So, it was first day of summer — doesn't mean it wasn't a perfect time for Disney and The Weather Company to team up to promote the exclusive trailer for the movie Frozen. They got the world's top ice carvers from TEAM USA to sculpt characters from Frozen live on The Weather Channel. The next day, after multiple live hits, 29.4M impressions and 1.7M video completes later, the movie was, wait for it, hot, hot, hot.
Affiliated Agency: 4D, Ignition Creative, Walt Disney Studios
Credits: Gina Coffas – Client Solutions Manager, The Weather Company Will Spann – Creative Services Manager, The Weather Company Amanda Mohs – Creative Services Manager, The Weather Company Shelley Hancock - Product Manager, The Weather Company Neil Katz - VP & Editor in Chief, The Weather Company Kash Alexander - Producer, The Weather Company Randi Stipes - VP, Client Solutions, The Weather Company Eric Gronemeyer - Sales, The Weather Company Anya Morehead - Sales, The Weather Company Adam Vernick - SVP of Digital, OMD Entertainment Sheila Sluk - Executive Director, Digital Media, The Walt Disney Studios; Burgundy's America by MEC for Paramount Pictures/Anchorman 2: The Legend Continues
You can do Ron Burgundy jokes for a decade before they need dusting off; so, MEC, in an attempt to remind viewers why they loved/scratched this character, created custom videos on Turner, Huffington ("Burgundy") Post, and FunnyOrDie, including building fake news feeds and "revealing" the bad blood between CNN anchors and Burgundy. It was the death of journalistic integrity, clearly, but a great campaign that led to more than 6-million views.
Credits: Jennifer Chan, Senior Director, MEC Adriana Monsalve, Supervisor, MEC Caitlin Dudley, Supervisor, MEC Reni Pernova, Sr. Planner, MEC Katherine Siu, Jr. Planner, MEC Megan Wahtera, SVP of Interactive Media, Paramount Alyson Grove, Director of Interactive Media, Paramount; Spinning a Web of Spider-Fans by Universal McCann for Sony Pictures Entertainment/ The Amazing Spider-Man 2
Not that they were going to have a problem getting people to see The Amazing Spider-Man 2, anyway, Sony and UM decided to take no chances. Through its cross-platform media-partnerships, fans told stories of why they love Spider-Man and entered contests for the chance to meet Stan Lee, Andrew Garfield and Emma Stone. The Facebook page had over 10-million fans and took in $92-million opening weekend.
Affiliated Agency: Lead Entrant/ Media Agency: UM
Credits: • Karen Hunt - EVP, Global Managing Partner • Deborah Gaudette – SVP, Group Partner • Elane Beyrodt – SVP, Group Partner/ UM Studios • Yvonne Abt – VP, Group Partner • Ashley Buxton – Associate Director • Shahaab Quraishi – Manager, Creative Production • Carolyn Loo – Manager, Media

Entertainment: Modern Dads by A&E Television Networks for A&E Television Networks

A&E’s Modern Dads is not a stereotypical inept show about dads trying to corral unruly kids, while preparing dinner. To illustrate that, FunnyorDie launched a series of concepts, including dads with rattles and baby bottles to highlight MEN AT WORK, including funny tips and skinning the page with art, tagline and tune-in information. The show broke records as A&E’s #1 series premiere, meaning a lot of moms watched it when they got home from work.
Credits: Guy Slattery, EVP Marketing Meghan Kirsch, VP Brand Creative Marissa Grasso, Senior Producer Brand Creative Sarah Freed, Specialist Brand Creative Agency: Arsonal; The Spoils of Babylon by Fallon Media for IFC

Nothing about The Spoils of Babylon, written by fictional author, Eric Jonrosh (not real), and starring Will Ferrell (very real but unable for promo) was as it seemed; so Fallon Media put the nonexistent book up for sale at various Hudson News locations (It was always sold out because IT DIDN’T EXIST). It bought ads, promoted a fake documentary about the making of the show, and Jonrosh even tweeted. Very confusing. But 2.3 million watched Spoils when it premiered. And that was very real.
Affiliated Agency: Horizon Media - Digital planning and buying
Credits: Niki Dobratz, Media Director - Fallon Andy Rhode, Media Director - Fallon Chad Koehnen, Connection Planning Director - Fallon Caroline Hittler, Media Producer - Fallon Charlie Kuhn, Copywriter - Fallon Ned Munson, Art Director - Fallon Ben Johnson, Associate Brand Group Director - Horizon Media Nick Mariano, Associate Media Director/Digital - Horizon Media Jef Eckart, Digital Strategy Supervisor - Horizon Media Franco Fernando, Media Planner/Digital - Horizon Media; Dating Naked Launch by Mediahub/Mullen for VH1

Dating Naked. It’s not a question (but if you do, do tell), it was VH1’s new show about people who literally dated naked and—surprise, surprise—many in the industry, across platforms, wouldn’t accept the show’s trailer; so Mediahub used co-created content and had stars pose naked (sort of) for the show. Dating Naked was the network’s highest non-Monday series launch since Mob Wives, who weren’t asked to pose naked.
Credits: Kristen Abramo, SVP, Group Media Director, Mediahub/Mullen Laurel Boyd, VP, Group Media Director, Mediahub/Mullen Jen Biagiotti, VP, Associate Media Director, Mediahub/Mullen Alexandra Arcuri, Media Supervisor, Mediahub/Mullen Esther Chung, Digital Media Planner, Mediahub/Mullen Rachel Maude, Assistant Digital Media Planner, Mediahub/Mullen

Other Entertainment (Excluding TV and Movies): Activision Destiny Beta Campaign by Resolution Media for Activision

Promoting one of the most highly anticipated video game releases of the year is no easy task. Luckily, Resolution Media has masterfully brought together the latest innovations in search, social, YouTube, display, and email marketing. To promote the Destiny's Beta release, emphasis was placed on driving video views, social engagements, and clicks to the game's website, while maximizing sharing through search campaigns and leveraging remarketing across YouTube, Gmail, and the Google Display Network. The Facebook Native Video Player drove video views and engagement at scale while Twitter urged fans to upload in-game photos from their Beta experience. Elegant. Clever. Bravo.
Credits: • Shana Pereira - Group Director Client Strategy and Development, Resolution Media • Justin Fontana – Advertising Supervisor, Resolution Media • John La – Senior Advertising Strategist, Resolution Media • Kasey Michels – Advertising Strategist, Resolution Media • Gabrielle Haynosch – Advertising Coordinator, Resolution Media; Nitto Digital Comic by Nitto Tire U.S.A. Inc. for Nitto Tire U.S.A. Inc.

Picture's worth a thousand words? Sometimes literally. Producing a limited edition comic book for its fans, Nitto Tire has set a precedent for itself that could only be outshined by a digital book with animation and voiceovers that talked about Nitto Tire. The underdog story narrates about the company that is driven by passion and innovation. And what a more awesome way to display those values than by telling that story through a digital comic book?
Affiliated Agency: Cie Studios
Credits: Tomo Mizutani, President of Toyo Tire Holdings of America, Inc. Gloria Miyamoto, Manager, Brand Publishing for Nitto Tire, Stephen Leu, Assistant Manager, Brand Publishing for Nitto Tire; Madden 25 by Heat for EA SPORTS

With new video game consoles about to be released, EA SPORTS aimed at not only getting gamers excited but also getting them to buy Madden NFL 25 before the new hardware is released. Heat’s take on the core idea is that a gamer loves to hate his rival — a brother, a roommate, a friend. Strategy? Celebrating the rival you love to hate! That goes for elite NFL athletes too. The culmination of it has climaxed into a bet between Russell Wilson and Colin Kaepernick heralded as “Eyebrow Bowl”. Whoever looses, shaves the eyebrow. Brilliant, creative and execution resulted in millions of impressions generated and units sold. Not to mention the exploding across the Web, social media, and TV.
Credits: Client: EA SPORTS Senior Director of Advertising and Media: Dana Marineau Director of Advertising and Media: Dustin Shekell EA SPORTS Content Producer: Larre Sterling Agency: Heat Executive Creative Director: Steve Stone Creative Directors: Warren Cockrel, Anna Rowland Senior Art Director: Mark Potoka Senior Copywriter: Ben Salsky Content Producer: Mark Rasoul President: John Elder Account Director: Eddie Garabedian Account Manager: Bryant Marcia Senior Strategist: Daniel Teng Camera: Tim Mantoani Camera: Chris Park Camera: Adam Feuerman Post Company: Arcade Edit Editor: Andrew Leggett Executive Producer: Damian Stevens Visual Effects Company: The Mill LA Music Company: Beacon Street Studios

Financial Services: Liberty Mutual RISE Olympics by Hill Holliday for Liberty Mutual

A found piece of research informed the thinking behind Liberty Mutual's RISE campaign. In examining the low-interest insurance category, the company came to the conclusion that it isn't in the business of insurance so much as the business of comebacks. A tie-in with the 2014 Winter Olympics, then, was a natural fit — a "philosophical convergence," to hear the company tell it. To that end, Liberty Mutual created a host of content, including 30 distinct videos that lived on the campaign microsite.
Affiliated Agency: Hill Holliday, Full-Service Agency
Credits: Cindy Stockwell - Chief Media Officer Lance Jensen - Chief Creative Officer Seb Maitra - EVP, Media, Analytics, Search Stacey Shepatin - Director of National Broadcast Guy Rancourt - Associate Media Director - Network Jillian Lusk - Associate Media Director - Planning Dana Braverman - Associated Media Director Meghan O’Connor - Media Supervisor - Digital; The History of the Tax Code by 97th Floor for Intuit
Anyone who files taxes has some idea as to how complex the U.S. tax code is. Still, when Intuit TurboTax CPA Select attempted to visualize it as part of a pre-tax day campaign, the results were stunning. The interactive website didn't just attempt to illustrate the enormity of the tax code, which ran 73,954 printed pages long in 2013, it also conveyed fascinating historical context in the form of a timeline that showed how the code has evolved over time.
Credits: Chris Bennett - CEO - 97th Floor; The First AIDS-free Generation by Starcom MediaVest Group for Bank of America

With a huge achievement in the fight against AIDS within reach — by the end of 2015, it's possible that mother-to-child HIV transmission could be a thing of the past — Bank of America saw an opportunity for an action-based campaign. Teaming with (RED) and U2, the company offered to donate $1 to (RED) for every free download of U2's "Invisible." The effort broke records (3,144,477 downloads in 24 hours) and barriers (it got Facebook, Twitter, Google, Yahoo! and Twitter to facilitate direct-to-iTunes downloads) alike.
Credits: 1. Rob Rizzo, Starcom MediaVest Group, Executive Creative Director 2. Kenny Rennard, Starcom MediaVest Group, Group Creative Director/copywriter 3. Justin Cyganiewicz, Starcom MediaVest Group, Creative Director/art director 4. Patricio Sanchez, Starcom MediaVest Group, Associate Creative Director 5. Lance Jensen Hill Holliday Chief Creative Officer 6. Spencer Deadrick Hill Holliday Creative Director/Copywriter 7. Caroline Steiner, Starcom MediaVest Group, Sr. Copywriter 8. Norman de Greve, Starcom MediaVest Group, Executive Vice President 9. Jodi Robinson, Starcom MediaVest Group, Senior Vice President, Account Director 10. Debra Hughes, Starcom MediaVest Group, Group Vice President, Account Director 11. Jill Sherman, Jeanne Bright, Aaron Hoiles, Starcom MediaVest Group Social Media Directors 12. Colleen Leahy, Starcom MediaVest Group, Vice President, Communications Planning 13. Kerry Ross, Starcom MediaVest Group, Vice President, Director 14. Purvi Harley, Starcom MediaVest Group Analytics Director 15. David Gardiner Hill Holliday Creative Director/Art Director 16. Brian Gonsar Hill Holliday Executive Producer 17. Leslee Kiley, Nancy Lehrer, Jeffrey Nowak, Andrew Still, Jaime Nilsson, Kim Almazan, Abby Bridgeo, Brooke Patkin, Lizzy Jenkins, Alicia Arnold, Brad Blake Hill Holliday Account Team 18. Lou Kovacs Octagon Executive Vice President 19. Keith Hughes Burson Managing Director 20. Anne Finucane, Bank of America CMO and Meredith Verdone, SVP Bank of America

Health/Pharmaceutical: Smart About Diabetes by Colle+McVoy for General Mills
A General Mills TV ad that aired during The Biggest Loser told how a woman diagnosed with diabetes overcame her feelings of hopelessness through diet and exercise. That spot directed viewers to smartaboutdiabetes.com, which offers recipes, dietary resources and healthy lifestyle tips. The site also encourages visitors to make changes in their lives, and publicize them via the hashtag #smartaboutdiabetes. A post campaign study showed positive shifts in the perception of the featured brands, and nearly half of the participants said they'd return to the site for resources and tips.
Credits: Mike Caguin, Chief Creative Officer, Colle+McVoy Dustin Black, Group Creative Director, colle+McVoy Lisa Hall, Copywriter, Colle+McVoy John Borchardt, Director of Broadcast, Colle+McVoy Joe Bock, Account Director, Colle+McVoy Sarah Scherbring, Account Supervisor, Colle+McVoy Drive Thru, Production Company Beth Wilson, Executive Producer, Drive Thru Tyler Gourley, Director, Drive Thru Mick Uzendoski, Editor, Drive Thru Ami Anderson, Director of Marketing Excellence, General Mills David Oehler, Marketing Manager, General Mills Taylor Roseberry, Integrated Marketing Communications Planner, General Mills; Cushing's Connection by Heartbeat Ideas for Corcept Therapeutics - Korlym

This campaign for the drug Korlym aimed to help Cushing's syndrome patients recognize the symptoms of a recurrence after surgery. To help patients better recognize post-surgery relapse, the campaign focused on connecting Cushing's patients. The initiative drew on a digital health-tracking web-based application, Facebook, Twitter and sites with one-on-one counseling. The campaign fostered thousands of connections amongst a once-isolated community and provided information to numerous patients about post-surgery Cushing's syndrome symptoms.
Credits: Steve Lo – Corcept Therapeutics – VP, Commercial Operations John Lyons – Corcept Therapeutics – Director, Commercial Operations Katie Wade – Heartbeat Ideas – Group Account Director James Talerico – Heartbeat Ideas – SVP, Executive Creative Director David Sakadelis – Heartbeat Ideas – Director of Technology Hong Tan – Heartbeat Ideas – Tech Manager Chris Whaites – Heartbeat Ideas – Creative Director Carlin Canales – Heartbeat Ideas – Interface Developer Christopher Cocking – Heartbeat Ideas – Tech Manager Elpidio Pinto – Heartbeat Ideas – Web Developer Faiyaz Quadri – Heartbeat Ideas – QA Manager; Hey MS, Take This! by Starcom MediaVest Group for Novartis Pharmaceuticals - GILENYA

The direct-to-consumer "Hey, MS, Take This!" campaign aimed to help Gilenya remain competitive as a prescription oral drug for multiple sclerosis. The campaign drew on patient research showing that many multiple sclerosis patients want to display courage in the face of their condition. The campaign, which featured real people taking Gilenya, also connected patients to other sites, social networks and doctors' offices. The campaign had a 90% Facebook share rate and generated a 321% lift in Facebook engagement.
Affiliated Agency: Creative Agency: FCB Global
Credits: Novartis Gilenya Team Erin McCall - Associate Director, Media Jennifer McGovern - Associate Director, Gilenya Brand Kristen Harrington-Smith – Executive Director, Gilenya Brand Starcom Team Lily Chakrabarty – SVP, Group Account Director Tracie Romanak – VP, Director Jade Nelson – Associate Director James Drewe – Supervisor Rafaela Alves – Supervisor Ally Day – Supervisor

Restaurants/Fast Food: Applebees: Spicing Things Up Cross-Platform by BPN for Applebees

BPN and YuMe cooked up a tasty campaign for Applebee's Flavors of Southwest menu. This recent campaign utilized interactive platforms and consistent experiences across multiple devices to visually and olfactorily drive consumers to dine on Applebee's Chicken and Shrimp Tequila Tango and Citrus Lime Sirloin. The results included 65,899 added value impressions, 79 percent video completion rate, 7 percent interaction rate, and more than 48,000 engagements across Applebee's Facebook and Twitter channels.
Affiliated Agency: Yume
Credits: Rachel Fox - Digital Planner (BPN) Benjamin Batts - Digital Assistant Planner (BPN) Jason Gomez - Digital Supervisor (BPN) Leighann McGlone - Associate Account Executive (Yume) Alison Levin (Yume); Dunkin' Donuts #DunkinReplay by Hill Holliday for Dunkin' Donuts

Dunkin Donuts and ESPN takes "America Runs on Dunkin" to a whole new level with their #DunkinReplay campaign. Using Vine, Dunkin Donuts engaged consumers by recreating the best play from the first half of Monday Night Football using only Dunkin Donuts products. From running coffee cups to rushing munchkins, #DunkinReplay is a fun way for fans and Dunkin to join the Monday Night Football conversations on Twitter and Vine as the game is happening. And with 70 million social impressions on Twitter over the season, one would say it was quite a success.
Affiliated Agency: Hill Holliday
Credits: Dunkin’ Donuts Scott Hudler (Vice President, Global Consumer Engagement, Dunkin’ Brands) Nick Dunham (Director of Media, Dunkin’ Brands) HHCC Cindy Stockwell (Chief Media Officer) David Bolger (Group Media Director) Jeff Zannella (Associate Media Director - Digital) Victoria Belliveau (Media Supervisor- Digital) Marcy Freedman (Associate Media Director – Digital) Guy Rancourt (Associate Media Director – Network) Allison Scharf (Associate Media Director - Network) Kimberly Hughes (Associate Media Director - Planning) Kelly Butterworth (Associate Media Director -Planning) Lance Jenson (Chief Creative Officer) Dave Banta Executive (Creative Director) Chris D'Amico (Group Creative Director) Tim Bildsten, Thomas Crowley (Copywriter) David Wall (Senior Art Director); “Good Morning Boston” by Havas Media for McDonald’s, Boston Region

The best way to begin a good day is to start off with a good breakfast, and McDonald's is serving just that to the local Bostonians. McDonald's Good Morning Boston campaign captures real Bostonians unexpectedly being surprised with breakfast served by McDonald's very own restaurant crew. With genuine smiles from satisfied locals, McDonald's reached out to consumers through mass media using TV spots, the local radio, digital billboards, and social media, delivering 77 million TV impressions, 19.2 million digital impressions, and 16 million social media engagements which results in increased sales for several breakfast products.
Affiliated Agency: H&L Partners; Shift Communications; Cronin & Partners; Rinck Advertising
Credits: • Amy Maguire, SVP, Group Account Director, Havas Media • Heather Bird, Account Supervisor, Havas Media • Jessica Anderson, Account Supervisor, Havas Media • Kaileen Hanlon, VP, Account Director, Havas Media • Paige Powell, Media Planner, Havas Media • Lynne Pina, VP, Account Director, Havas Media

Retail/E-Commerce: The Marc Jacobs Tweet Shop by Coty for Daisy Marc Jacobs, Fragrance
Imagine a world where a simple tweet, Instagram post, or Facebook status can be swapped for currency. Social currency, that is. During New York Fashion Week, Marc Jacobs launched a pop-up Tweet Shop, accepting social media activity using #MJDaisyChain, for Marc Jacobs Daisy goodies. With nearly 10,000 Tweet Shop visitors over the course of three days, someone should start looking into an official tweets to U.S. dollars exchange rate.
Credits: Coty; “Holiday Project Center” Interactive TV Campaign by The Richards Group for The Home Depot
Home Depot's "The Holiday Project Center" took on the challenge of reaching out to television viewers and getting them excited for the holidays. Home Depot was able to interactively engage with viewers using Xbox and DirecTV platforms, showing holiday DIY projects and videos featuring Martha Stewart. Each project had a code in which viewers could text and receive a SMS link to the project details and direct path to purchase the necessary materials from Home Depot.
Affiliated Agency: Carat, Media Agency; Brightline, Production Agency
Credits: Kyle Sawai, The Richards Group, Principal Zac Pritchett, The Richards Group, Brand Management Kim Long, The Richards Group, Brand Management Todd Palisi, The Richards Group, Art Director Gary Gibson, The Richards Group, Creative Director David Smith, The Richards Group, Creative Director Bennett Holloway, The Richards Group, Writer Dave Snell, The Richards Group, Brand Planner Sarah Allen, The Richards Group, Brand Planner; Forever Summer by Carter's for OshKosh B'gosh
For most 80's and 90's kids, OshKosh B'Gosh was a wardrobe staple. Carter's partnered with Sandbox Digital to execute an integrated web campaign geared towards mothers called "Forever Summer: The Busy Mom's Guide to Summer Fun." Providing more than just apparel, visitors can now discover kid-friendly activities, informative blogger videos, and photos shared by other visitors using hashtag #OshkoshSummer. End results proved it to be a summer success.
Affiliated Agency: Sandbox Digital - tasked with strategy assistance, creative & technical execution
Credits: Kathy Neuman, VP Brand Marketing, OshKosh B'gosh Amy Deering, Senior Director Creative, OshKosh B'gosh David Tann, Senior Art Director, OshKosh B'gosh Laura O'Brien, Senior Creative Director, OshKosh B'gosh, Matt Gillis, Creative Director, eCommerce Shera Shrago, Director Marketing eCommerce Allison Gonzalez, eCommerce Marketing Manager - Social & Event Carla Paschke, Sandbox Co-founder

Technology Services Websites: #BeTheFan by The Marketing Arm for AT&T

Rumor has it, the Marketing Arm knows exactly what it takes to gain true fans. AT&T’s #BeTheFan campaign ensured the true football fan demeanor of the nation (from body paint to game day grub) as well as made AT&T’s network humane and personal. For 15 weeks Fan Coach, Eric Stonestreet, gave fans the necessary tips and helpful critiques on improving their fanhood. Fans shared content using #BeTheFan for the chance to win weekly VIP trips, plus a Grand Prize trip to the 2014 BCS National Championship.
Affiliated Agency: BBDO - Creative Agency
Credits: AT&T •Vance Overbey – Executive Director, Advertising •Kelly Hackett – Director, Advertising •Jamie Kerr – Director, Corporate Sponsorships •Mario Artesiano – Associate Director, Advertising •Krista Joffee – Lead Manager, Advertising •Jay Biernacki – Associate Director, Media •Mary Eliza Massengill – Senior Marketing Manager •Tiffany Dillard – Senior Marketing Manager The Marketing Arm • Chris Smith – Chief Strategy Officer • Dale Alexander – Concept Director • Travis Dillon – Vice President, Activation and Property Management • Marc Gilbar – Vice President, Branded Content •Tom Edwards – Vice President, Digital Strategy & Innovation •Eric Fransen – Associate Director, Digital Strategy •Jhony Gutierrez – Senior Digital Community Manager •James Welsh – Creative Director •Todd Stein – Account Director •Casi Garcia – Account Supervisor •Matt Centofonti – Account Supervisor •Jen Daly – Account Supervisor •Amy Garcia – Analytics Manager •Chris Weiland - Senior Art Director •Katy Gager – Senior Account Executive • Rachel Knight – Account Executive BBDO •Brandon Fowler – SVP, Group Account Director •Kathryn Dronzek-Williams – Account Supervisor •Allison Chait – Account Executive •Steven McMennamy – Executive Creative Director •Alex Russell – Executive Creative Director •Chris Cavalieri – Senior Art Director •Patrick Lindsay – Creative Director •Sally Hotchkiss – Producer; Fueled by Passion, Powered by Canon by Say Media for Canon

Canon teamed up with Say Media and Mediacom to craft a unique and persuasive campaign convincing consumers that real cameras—not smartphones—offer the best image quality. The main focus was on awareness of Canon products and educating consumers about how to best use their state of art equipment. Ultimately, with the four main groups in mind (male audience, foodies, families, and fashionistas), Canon has provided inspiration, practical knowledge and hands-on advice for photography through compelling original content.
Affiliated Agency: Mediacom - agency
Credits: Matt Oehlson, Executive Sales, Say Media Rose Fung, Digital Media Supervisor, Mediacom; Seconds Count by AT&T for myAT&T

Classic showcase of how really listening to customers pays off. When AT&T recognized that its customers prefer to interact with the company digitally, it came up with myAT&T, a digital self-service tool. Then, identifying the three key targets (Tech, Mature, and Families) it communicated with those groups via 15-second videos and the common denominator message of “No matter who you are or how you spend your limited free time, Seconds Count”. Simple. Elegant. Beautiful.
Affiliated Agency: POSSIBLE - Digital AOR, Digital Kitchen - TV Commercial, Javelin - Email Fulfillment, MEC - Paid Media Fulfillment
Credits: Cassandra Johnson - Lead Manager eCommerce, myAT&T Wireless, AT&T Scott MacDonald - Lead Manager eCommerce, myAT&T Home Solutions, AT&T Creigh Gibson - Lead Manager eCommerce, myAT&T Online Marketing, AT&T Heather Rucker - Sr. Marketing Manager, eCommerce, myAT&T Online Marketing, AT&T Jarrid Hawkins - Sr. Marketing Manager, eCommerce, myAT&T Online Marketing, AT&T Kameron Wash - Sr. Marketing Manager, eCommerce, myAT&T Employee Adoption, AT&T Tii Wagoner - Sr. Marketing Manager, eCommerce, myAT&T Wireless, AT&T Lynn Smith - Lead Manager eCommerce, myAT&T Emerging Digital Platforms , AT&T Fadi Alfadda - Sr. Marketing Manager, eCommerce, myAT&T Emerging Digital Platforms, AT&T Jorge Sevilla - Sr Technical Director/Exec Producer, AT&T David Riley - Senior Video Producer, AT&T Emily Stoll - Creative Director, POSSIBLE Max Menath - Associate Creative Director, POSSIBLE Chris Edmonds - Producer, POSSIBLE Mat Szwajkos - Photographer, POSSIBLE Ken Quinn - Associate Director of Strategy, POSSIBLE Jen Anderson - Associate Director of Marketing Sciences, POSSIBLE Harmony Crawford - Associate Director of Marketing Sciences, POSSIBLE Scott Lee - Program Director, POSSIBLE Andre Sapp - Program Director, POSSIBLE Stephanie Ball - Program Manager, POSSIBLE Jamie Leise – Sr. Project Manager, POSSIBLE Gary Schornak – Sr. Project Manager, POSSIBLE Beth Nouguier - VP, Account, POSSIBLE Jessica Weeks - Account Director, POSSIBLE

Travel/Tourism: Caymankind of Kid by ID Media for The Cayman Islands

The Caymankind Kid Contest, in partnership with Scholastic, let parents submit stories about how their child helped the community. The winner received a free four-night trip to the Caymans, plus $500 to three of the children’s selected charities. Ad executions reached 7.2MM parents per issue, while digital activations delivered 1.4MM impressions. Good guys do finish first.
Affiliated Agency: Chowder Inc. - creative
Credits: Michael DiClemente SVP, Director of Media Strategy ID Media Michael Baliber SVP, Director of Media Strategy ID Media Max Chu Media Strategy Supervisor ID Media Tony Kobylinski Partner Chowder Inc. Jim Ritterhoff Partner Chowder Inc. Corrine Casagrande Vice President Chowder Inc.; Texas Tourism by Slingshot, LLC for Texas Office of the Governor, Economic Development & Tourism

Texas locals, or “Texperts,” are proud of the state’s virtues and are the muscle behind the friendly digital campaign that highlights trending cities from Austin to Galveston. Promoted tweets and images pinpointed must-see experiences, aided by a guerrilla tour and 17,000 free T’s, all brought a stampede to TravelTex.com, delivering 13 million+ impressions. Sometimes, bigger is better.
Credits: -Gordon Law VP, Media Services, Slingshot LLC -Chris Hawthorne, Group Media Director, Slingshot LLC -Bethany Payne, Media Supervisor, Slingshot LLC -Katy Goodman, Sr. Media Planner, Slingshot LLC -Emily Coon, Jr. Media Planner, Slingshot LLC -Kristy Ladner, VP, Digital Presence Strategy, Slingshot LLC -Whitney Redman, Digital Presence Strategist, Slingshot LLC -Tony Balmer, Vice President of Account Services, Slingshot LLC -Danielle Johnson, Management Supervisor, Slingshot LLC -Rachel Massey, Account Executive, Slingshot LLC -Susan Levine, Executive Creative Director, Slingshot LLC -Jimmy Flores, Creative Director, Slingshot LLC -Jordan Dontos, Associate Creative Director, Slingshot LLC -Clay Coleman, Senior Art Director, Slingshot LLC -Ann Vorlicky, Executive Producer, Slingshot LLC; Hamptonality Moments: Real People, Real Stories by Hampton Hotels & iCrossing for Hampton Hotels

It’s not business; it’s personal. Hampton’s customer advocacy was championed in the "Hamptonality Moments,” video campaign, designed to showcase "real guest stories". It was individual, heartwarming and effective. The videos took off on the Web, amassing close to 7 million YouTube views, a 150% growth in Twitter engagement, and inspired a 180% increase in Hampton’s Facebook fans. Like checking into home.
Credits: iCrossing Studio & creative teams Hampton Hotels

Online Advertising Creativity

Advertising/Promotion Website or Microsite - Content: Mankind by Kenneth Cole Fragrance Launch by Ready Set Rocket for Parlux Ltd. / Kenneth Cole

Kenneth Cole's "Mankind" fragrance launch combined a fully integrated and interactive digital campaign with the company's tradition of commerce with a social conscience. The microsite offered a world of information and motivations to turn the user into the "ultimate man". Chief among these was the "21 Days, 21 Deeds," also available on Google Glass. The launch exceeded sales expectations and a significant number of users chose to "Man Up for Mankind" through acts of kindness.
Credits: Aaron Harvey, Creative Director, Ready Set Rocket; Lauren Nutt Bello, Account Director, Ready Set Rocket; Gareth Price, Technical Director, Ready Set Rocket; Anastasia Kuznetsova, Sr. Designer, Ready Set Rocket; Jana K. Hoffman, Copywriter, Ready Set Rocket; Dylan Gluck, Developer, Ready Set Rocket; Farm Families by Colle+McVoy for Land O' Lakes
Land O' Lakes created a "Farm Family" site to introduce some of the families in its dairy co-op. A farm family is profiled for each season; their stories and recipes all sharing a message of purity, simplicity and goodness. The site encouraged interaction and recipe sharing through videos, Pinterest, and connected to Land O' Lakes recipe blog, test kitchen, product info and offers. The site had over 20,000 interactions in less than a year.
Credits: Mike Caguin, Chief Creative Officer, Colle+McVoy Marc Stephens, Interactive Creative Director, Colle+McVoy Daniel Jenstad, Interactive Designer, Colle+McVoy Christine Gault, Senior Copywriter, Colle+McVoy Nicole Goodman, Senior Interactive Producer, Colle+McVoy Derek Kirchhoff, Senior Creative Developer, Colle+McVoy Phil Kjelland, Senior Production Artist, Colle+McVoy Cynthia Anderson, Senior Retoucher/Production Artist, Colle+McVoy Chris Peters, Senior Art Buyer, Colle+McVoy Ben Muller, Associate Art Producer, Colle+McVoy Shannon Laylon, Broadcast Manager, Colle+McVoy Cody Weigel, Editor, Colle+McVoy Jamie Moran, Account Director, Colle+McVoy Jaclyn Grossfield, Senior Account Executive, Exponent PR Amanda Neil, Account Supervisor, Colle+McVoy Alyssa Raiola, Analyst, Colle+McVoy Carissa Gallo, Photographer, Sea Chant Jonathan Chapman, Photographer, Jonathan Chapman Photography Andrew Gallo, Videographer, Sea Chant Anthony Bloch, Calligraphy, Anthony Bloch; Buffalo Wild Wings Fandamentals by space150 for space150

Buffalo Wild Wings needed to connect its TV character, "Coach," with an audience attuned to digital media. Using an interactive website, the "Fandamentals" campaign allowed Coach to teach lessons and run drills to help March Madness fans enjoy the games to their fullest. The content featured a series of entertaining videos (i.e., spotting a Cinderella team and how to view multiple screens). The site exceeded the food and beverage industry's standard engagement levels by 55%.
Affiliated Agency: space150
Credits: space150 Employees: Creative Director: Brian Ritchie Assoc. Creative Director: Barrett Haroldson Copywriter: Thom Kordonowy Media Director: Craig Key Media Supervisor: Dan Murphy Account Director: Becca Schwitzer Project Supervisor: Katie Brown

Banner: Standard/Flash/Rich Media: Anchorman 2 Yahoo! Homepage Takeover by Tommy for Paramount Pictures International

Coming up with a creative billboard for a premiere of the long-awaited movie, Anchorman 2, sounds like quite the challenge, but not for Tommy. These guys created a truly engaging Homepage takeover, using custom footage, where Ron Burgundy himself presents some Breaking News. This alone makes up a strong enough motive to immerse into the story about San Diego's top-rated newsman, in the male-dominated broadcasting of the 70's.
Credits: Chris Edwards, Managing Partner Will Tunstall, Creative Director Craig Akehurst, Designer; Dynamic Digital by Mediahub/Mullen for JetBlue Airways

What’s the best way to prospect new customers? Well, Mediahub/Mullen has helped JetBlue cut through the clutter by simply offering potential consumers a relevant message. Using search and conversion history as a pivotal idea, they served relevant route and price combinations. Going from highly targeted placements and generic messaging to matching a relevant message to the right target at the right time has proved to bring superior results. Building a “deals feed” and serving destinations and fares in real time helped to accomplish this – something smart travelers can’t ignore.
Credits: Keith Lusby, SVP, Group Media Director, Mediahub/Mullen Jade Watts, VP, Group Digital Media Director, Mediahub/Mullen Rachel Allen, Associate Digital Media Director, Mediahub/Mullen Alex Hale, Senior Digital Media Planner, Mediahub/Mullen Melissa Sabones, Senior Account Executive, Mullen Kim Ryan, Senior Digital Producer, Mullen Joey Tomaino, Motion Designer, Mullen Marty St. George, SVP, Marketing & Commercial Strategy, JetBlue Airways Lisa Borromeo, Director, Advertising & Brand, JetBlue Airways; Boden Retargeting Campaign by AMP Agency for Boden

Essentially, AMP Agency has helped Boden (a UK-based clothing company) get into the US female shoppers’ heads in order to break into the American market. The emphasis was placed on re-targeting, based on the insights gained from the audience’s shopping and browsing behavior in real-time. As a result, a personalized messaging strategy was developed to best engage and ultimately convert the consumer. The overall tone is undeniably all about happiness and fulfillment.
Affiliated Agency: Netmining, Media Vendor
Credits: Graham Nelson, SVP, Account Management, AMP Agency Liz Dorrance, VP, Account Management, AMP Agency James Hough, Associate Creative Director, AMP Agency John DeGray, Art Director, AMP Agency Linda Lydon, Group Account Director, Media, AMP Agency Jackie Gaughan, Media Planner, AMP Agency Lauren Mastrianni, Media Coordinator, AMP Agency John O’Neill, Account Executive, Netmining Mike Garcia, Director, Tech Ops, Netmining Victor Utama, Associate, Tech Ops, Netmining Shanie Cunningham, Director of US Marketing, Sarah Wickman, Senior Account Executive, AMP Agency, Colin Booth, Creative Director, AMP Agency, Bruce Kofi, Flash Designer, AMP Agency, Alice Yang, Art Director, AMP Agency, Kristen Murata, Senior Digital Producer, AMP Agency

Content Marketing: Single Execution: Shoo’s Bird’s Eye View by Mediahub/Mullen for JetBlue Airways

Focused on JetBlue’s core idea of valuing their customers above all, Mediahub/Mullen came up with the character and quite outstanding campaign “Shoo’s Bird’s-Eye View.” It aimed at making customers realize they were needlessly tolerating poor air travel experiences, while highlighting JetBlue’s respect for their customers’ needs. Created through our partnership with Funny or Die, this campaign was certain to become more than simply advertisement, but more of an entertainment with a grain of truth.
Credits: Keith Lusby, SVP, Group Media Director, Mediahub/Mullen Jade Watts, VP, Group Digital Media Director, Mediahub/Mullen Rachel Allen, Associate Digital Media Director, Mediahub/Mullen Caroline Caterine, Senior Digital Media Planner, Mediahub/Mullen Hannah Moore, Account Supervisor, Mullen Molly Barag, Senior Account Executive, Mullen Kim Ryan, Senior Digital Producer, Mullen Marty St. George, SVP, Marketing & Commercial Strategy, JetBlue Airways Lisa Borromeo, Director, Advertising & Brand, JetBlue Airways; The Next Style Star by Carat for Macy's

Winning over hearts and minds of Millennials has posed quite a challenge to heritage-retailer Macy's. Essentially due to the age gap, Macy's simply is not top-of-mind for Millennials. Solution? By recognizing that 58% of that demographic gets style inspiration from digital and social sources, Carat developed an influencer program where credible sources talked about Macy's through a Millennial style perspective which was then scaled and amplified. "Macy's presents The Next Style Star" series aired over 11 weeks on YouTube, where Up-and-Coming stylists competed in weekly styling challenges using looks from Macy's Impulse Collection.
Credits: Jan Weinstein, EVP, Managing Director, Carat Stephanie Starr, SVP, Group Director, Communication Planning, Carat Selena Powers, Director, Digital Investments, Carat; Share A Coke by AwesomenessTV for Coca Cola
Nowadays, if you want to talk to the teen demographic, you better know the major Viners out there. This is what Coca Cola's "Share A Coke" promotion is all about. With the help of AwesomenessTV, a highly-respected YouTube destination among Millennials, series of videos were created featuring top YouTube and social media influencers that drove awareness among teens; resulting in major favorability rates and millions of impressions.
Credits: Brian Robbins - Executive Producer Joe Davola - Executive Producer Carter Hansen - Producer

Contest/Promotion/Sweepstakes: Lay’s® Do Us A Flavor by Deep Focus for Lay’s®

Flavor never looked so inventive. Streaming video, television and radio, drove awareness for “Wouldn’t It Be Yummy,” an extension of Lay’s Do Us A Flavor contest, which married a cheery jingle to quirky graphics, via YouTube. But wait, there’s more! Contestants could create insta-jingle – entering a new chip flavor – with suggestions ranging from mango salsa to cappuccino — to win $1 million. Connecting with your inner Emeril produced 14 million submissions in three months. That’s a chip off the old block.
Affiliated Agency: Agencies: eBBDO, OMD Worldwide, Ketchum, The Marketing Arm. Production company: Head Gear Animation. Recording Studio: The Lodge
Credits: Alex Grybauskas, Video Editor Ashley Tyra, Copywriter Christina Cooksey, Director Moment Studio Dana Nichomoff, Account Director Franklin DeFelice, Senior Communications Manager Jennifer Shieh, Project Director Josh Sachs, Sr Motion Designer Michelle Rowley, Associate Director Planning Ken Kraemer, ECD Matt Steinwald, Creative Director Renan McFarland, Designer Ron Lent, Creative Director; Vikings Fantasy League by HISTORY for Vikings

Since young men love Fantasy Football, why not a Vikings Fantasy League? Fan loyalty is a bankable obsession, especially with this targeted demo. History had users amass an army, weapons and shields, based on characters and themes from the show. Users earned points based on how selected Vikings performed in each episode. Quiz and poll participation added points, redeemable for nifty prizes. The smart strategy made History an immersive, fun experience. The Vikings Fantasy League proved to be a big success for the network. Fans were excited to become more involved in “Vikings,” while Facebook traffic soared. Game on!
Credits: Vikings Fantasy League Individual: • Samantha Maltin – SVP, HISTORY Marketing • Chris Epple – VP, HISTORY Consumer Marketing • Krista Liney – VP, HISTORY Brand Creative Marketing • Kelly Hughes – Senior Director, HISTORY Consumer Marketing • Cate Harbulak – Director, HISTORY Consumer Marketing • Grace Lee – Senior Manager, HISTORY Consumer Marketing • Amanda Dulkinys – Senior Art Director, HISTORY Brand Creative Marketing Agencies: • 87AM (Social Agency); Dunkin' Donuts 2013 Bravo Top Chef Integration by Hill Holliday for Dunkin' Donuts

Talk about low meets high. During a Top Chef episode, Dunkin' Donuts was integrated into the Quickfire challenge; Dunkin' Donuts coffee was the mystery ingredient. Fans could also share their Dunkin'-inspired recipes, in real-time, on Google+ Hangout. Six entrants were chosen to participate in the live competition, with the company's executive chef offering commentary. People tweeted votes for the winning dish. The tasty promo increased Dunkin's exposure by over 20 times versus just broadcast alone, proving the brand's down-home social appeal.
Affiliated Agency: Hill Holliday
Credits: Dunkin' Donuts Scott Hudler (Vice President, Global Consumer Engagement, Dunkin’ Brands) Nick Dunham (Director of Media, Dunkin’ Brands) Kaitlin Greene (Associate Manager) Jessica Gioglio (Social Media Manager) Meghan Galligan (Associate Marketing Manager) Stan Frankenthaler (Chef) Hill Holliday Lance Jensen (Chief Creative Officer) Cindy Stockwell (Chief Media Officer) David Bolger (Group Media Director) Stacey Shepatin (EVP, Director of National Broadcast) Jeff Zannella (VP Associate Media Director - Digital) Mike Proulx (Director of Social Media) Guy Rancourt (VP Associate Media Director – Network) Chris D'Amico (Group Creative Director) Marcy Freedman (Associate Media Director – Digital) Jacqueline Klein (Media Supervisor- Digital) Allison Scharf (Associate Media Director - Network) Kelsey Graham (Senior Social Media Strategist) Zach Schreier (Account Supervisor)

Email: Campaign: Marriott Mobile Check-In by Yesmail Interactive for Marriott Rewards
Marriott Rewards’ Mobile Check-in campaign, powered by Yesmail, was designed to raise awareness and increase smartphone—with check-in functionality—app downloads. The campaign featured two designs coded in a single framework— one for desktop, the other for mobile—yielding more than 27,000 downloads in a single day, and went to #1 in Travel (previously #25) and #47 Overall (previously #938) in Apple's iTunes app store. The email campaign had an open rate of 37%.
Credits: -Matt Caldwell, VP of Creative & Agency Services -Michael Parapetti, Art Director -Afton McCann, Web Designer -Megan Oster, Copywriter; Comcast X1 Cloud DVR by Oracle for Comcast
Comcast teamed with Oracle (Responsys) to promote the launch of their new X1 platform, showcasing the new features of their most advanced DVR. The email campaign's creative mirrored the X1 DVR's sleek and minimalistic design in a welcome series of emails highlighting features like the voice-activated remote, DVR to go, and cross-device functionality. The cohesiveness of the content allowed for an all-around enhanced user experience. The welcome campaign performed exceptionally well, doubling responder rates when compared to the previous iterations of the emails.
Credits: Patrick Colalillo, Senior Art Director Morgan Bergren, Senior Copywriter Jackie Cummings, Senior Designer; The State of Fraud by BrightWave for Equifax
Equifax called upon BrightWave to increase engagement and maximize subscription product conversions for lapsed customers through their "The State of Fraud" campaign. The campaign features an identity theft info graphic along with the Interactive Fraud Index, developed for online use. BrightWave included an animated GIF in the body of the customer’s email, plus a personalized subject line, to increase sales; a 45% lift in open rates and a 73% lift in click-through rates, as compared to normal averages.
Credits: Dara Porter, Developer, BrightWave Zach Norman, Data Architect, BrightWave Jessica Higgins, Creative Director, BrightWave

Home Page Takeover: BMW i Hello Future Takeover by kbs+ for BMW North America/BMW i
If you are going to take over a home page, then at least give the consumers a site-sized experience. BMW’s fully immersive takeover invites viewers to "Drag to the Future" and see an enhanced interactive rendition of the compelling Arthur C. Clarke-voiced TV spot. By bringing the site to the user, BMW paid the visitor back for interceding on their MSN portal visit.
Credits: Ed Brojerdi, President & Co-Chief Creative Officer, kbs+ Izzy DeBellis, Co-Chief Creative Officer, kbs+ Paul Renner, Executive Creative Director, kbs+ Marc Hartzman, Group Creative Director, kbs+ Will Bright, Creative Director, kbs+ Grant Simpson, Creative Director, kbs+ Jonah Levine, Art Director/Associate Creative Director, kbs+ Chris Feeley, Senior Copywriter, kbs+ Jenny Read, Head of Production, kbs+ Robert Beck, Executive Agency Producer, kbs+ Melissa Tifrere, Senior Agency Producer, kbs+ Whitehouse Post, Production Company Lauren Hertzberg, Executive Producer, Whitehouse Post Melanie Klein, Producer, Whitehouse Post Spies & Assassins, Digital Production Company Fred Ehrhart, Director, Digital Studio, kbs+ Spies & Assassins Kristen Rantuccio, Digital Producer, kbs+ Spies & Assassins Chet Lombardo, Senior Motion Designer, kbs+ Spies & Assassins Hee Young Lee, Motion Designer, kbs+ Spies & Assassins Matt Powell, Chief Information Officer, kbs+ Spies & Assassins Marian Hawryluk, Electric Vehicle Project Manager, BMW North America Katie Klumper, Group Account Director, kbs+ Socrates Papazoglou, Account Director, kbs+ David Solomito, Account Director, kbs+ Maureen Link, Account Executive, kbs+ Carbon VFX, VFX Company Frank Devlin, Executive Producer, Carbon VFX Paul O’Beirne, Senior Producer, Carbon VFX Kieran Walsh, Flame Artist, Carbon VFX Rob Sciarratta, Colorist, Company 3 Whitehouse Post, Editing Company Adam Marshall, Editor, Whitehouse Post Matt Shaff, Assistant Editor, Whitehouse Post Heard City, Sound Design Company Keith Reynaud, Audio Mixer, Heard City Found Objects, Score; How To Train Your Dragon 2 by Think Jam Ltd. for Dreamworks and 20th Century Fox
Use magic to capture the magical themes of your products— ThinkJam’s strategy for the How To Train Your Dragon 2 takeover. With new animation software driving the film and the endearing characters to create a tableaux that played across different zones of the site — the user was truly immersed into the story.
Affiliated Agency: Juha Halmesvaara, Mediatoimisto Voitto
Credits: Think Jam: Rory Hallam - Media Director Jack Thoburn - Media Producer Nick Ashton - Art Director Dreamworks and Twentieth Century Fox: Mike Reeder - Associate Director, Digital Creative Jaimie Nakae – Online Marketing, DreamWorks Animation Adam Thompson - Digital Marketing Manager, Europe Katja Kajes - Product Manager Juha Halmesvaara - Strategic Planner; Real Housewives of New Jersey – TMZ Takeover by Bravo for Real House Wives of New Jersey
When The Real Housewives of New Jersey take over a site, they don't kid around. Cycling through the characters both within and around the site, this execution delivered a rich encounter with the cast and future content. It succeeded in telling multiple stories that registered with fans and enticed the uninitiated; too juicy to click away.
Credits: TBD

Mobile: App: The Rolex Daytona Experience by Firstborn for Rolex
Understanding that the luscious look and touchability of the product itself is its biggest selling point, Firstborn's Rolex app lets the consumer sell himself on the desirability of the legendary timepiece. The Daytona model's 50th Anniversary is celebrated by letting the user unbox, unclasp and put on the watch, even test it in different virtual environments. The accompanying magazine content reflected similar quality and design imagination. In all, this created a fully integrated brand message — selling by showing, telling and using.
Credits: Firstborn; Regent Street App by autoGraph for The Crown Estate
One of the earliest and smartest uses of iBeacons, the Regent Street app, recognizes people don't want to have an app for every store. By aggregating the vendors and crafting a geo-activated shopping companion for one of the most exclusive shopping areas in the world, autoGraph foreshadows some best practices for the iBeacon going forward. By capturing user preferences quickly at start, the app ensured that users would not be pestered by irrelevant push notices. Let's hope future iBeacon programs follow the lead.
Credits: Mike Noris, Media & Public Affairs Manager, The Crown Estate Stacey Anklam, VP of Customer Solutions, autoGraph; Chipotle Ordering App by Rokkan for Chipotle Mexican Grill
Chipotle is writing the book on integrating ordering, payment and content in a single QSR app. The Chipotle Ordering App respects the user's hunger. Everything about it is streamlined to get the customer to his or her food quickly. Food items are localized and frequent orders are saved for easy reordering. Payments can be made on the app, so the user just enters a Chipotle outlet to pick up the meal. Customers rave about it, and the apps has succeeded in both driving a better experience and branding Chipotle as fast, good and savvy.
Credits: Rokkan: Lead Digital & Strategic Agency Chung Ng, Chief Experience Officer + Managing Partner Charles Bae, Chief Creative Officer + Managing Partner Eric Liou, Executive Producer Jayse Lee, UX Director Annie Ha, Senior Experience Architect Akiko Okazaki, Designer Pervasent: iOS Development NCR: Android Development

Mobile: Integration Cross Platform: Regent Street App by autoGraph for The Crown Estate

About 80% of Regent Street's 135 upscale global retailers signed up to use iBeacons technology connecting consumers with smartphones to brick-and-mortar stores like Burberry, Banana Republic, and Anthropologie. The Crown Estate, headed by the Queen of England, which owns the property, worked with autoGraph to create the campaign. Consumers create a profile to participate in the unique shopping experience. It sends targeted messages via smartphone based on 5,500 factors as the consumer approaches the store. About 48% use the app more than twice monthly.
Credits: Mike Noris, Media & Public Affairs Manager, The Crown Estate Stacey Anklam, VP of Customer Solutions, autoGraph; Your Local Haircast by Starcom MediaVest Group & Arc Worldwide for P&G/Pantene

Pantene invented real-time "haircast" tips that serve-up with weather forecasts on mobile, tablet, desktop and TV. The messages integrate with data from The Weather Channel, using ZIP codes to determine location. Starcom MediaVest & Arc Worldwide also sent haircast kits to local meteorologists and beauty influencers, inviting them to share the forecast with viewers and social networks. The monthly volume of #haircast tweets rose by 7441%. The agency estimates it helped increase product sales by 24% at Walgreen's.
Affiliated Agency: Arc Worldwide- Creative Agency
Credits: Kevin Butler, Connections Manager, Starcom Mediavest Group, 312-220-1677, kevin.butler@smgunited.com Janice Pietrowicz, Associate Director – Digital/TV, Starcom Mediavest Group, 212-468-3641, Janice.pietrowicz@medivestww.com Kerry Henderson, SVP, Group Client Director, Starcom Mediavest Group, 312-220-3348, Kerry.henderson@smgunited.com Allison Furai, Activation Manager – Mobile, Starcom Mediavest Group, 212-468-3968, Allison.furai@mediavestww.com Lisa Hurwitz, EVP, Managing Director, Starcom Mediavest Group, 312-220-4044, lisa.hurwitz@smgunited.com Katie Ford, EVP, Managing Director, Starcom Mediavest Group, 312-220-5373, Katie.ford@mediavestww.com Elizabeth Elliot, Associate Director – Mobile, Starcom Mediavest Group, 312-220-1688, Elizabeth.elliot@starcomww.com Roslyna Ibrahim, VP, Director, Starcom Mediavest Group, 212-468-3562, roslyna.ibrahim@smgunited.com Jim Carlton, EVP Managing Creative Director, Arc Worldwide, 312-220-3753, jim.carlton@arcww.com Dan Fisher, SVP Creative Director, Arc Worldwide, 312-220-3946, dan.fisher@arcww.com Karuna Rawal, Planning Director, Arc Worldwide, 312-220-5470, karuna.rawal@arcww.com Susan Kissinger, VP Creative Director, Arc Worldwide, 312-220-4278, susan.kissinger@arww.com Stephanie Pines, Account Director, Arc Worldwide, 312-220-6264, Stephanie.pines@arcww.com Chad Ingram, Creative Director, Arc Worldwide, 312-220-4487, chad.ingram@arcww.com Emily Grossman, Senior Art Director, Arc Worldwide, 312-220-3200, Emily.grossman@arcww.com Mary Elisa Calvano, Digital Strategy Director, Arc Worldwide, 312-220-5541, mary.calvano@arcww.com Kristin Schwallie, Optimization/Analytics, Arc Worldwide, 312-220-3257, kristin.schwallie@arcww.com Lauren Hawes, Planning Director, Arc Worldwide, 312-220-1324, lauren.hawes@arcww.com Jen Celata, Vice President, Devries Global, 212-546-8509, jcelata@devriesglobal.com Wendy Rokose, Senior Account Supervisor, Devries Global, 212-546-8583, wrokose@devriesglobal.com; 4G by Carat for GM/Chevrolet

Since Chevrolet became the first carmaker to build-in 4G LTE WiFi in a variety of vehicles, it took advantage of the lead to launch an integrated campaign, Celebrate Connectivity & Connectedness with help from Carat. The campaign began July 4, running on mobile, social, in movie theaters, as well as ads on news, entertainment and gaming sites. Airline passengers received free GoGo Facebook access during check-in and in-flight through in-app mobile device messaging. Chevrolet also sponsored the annual Philadelphia fireworks show. Overall, the campaign generated more than 520 million impressions. Facebook in-stream video garnered 9.8 million video starts.
Affiliated Agency: Posterscope, IProspect, Commonwealth, Fleishman Hillard
Credits: James Trumble, VP Global Strategy, Carat Abbey Berryman, SVP Group Director, Carat Ann Walsh, VP Director, Carat Ashish Oak, VP Director, Carat Chris Voss, Director, Carat Heidi Griffin, Associate Director, Carat Eugene Vinogradov, Associate Rebecca Behm, Associate Director, Carat

Mobile: Single Execution, App: Team Detroit and Amobee Bring the Ford F-150 to Life with Innovative 3D Mobile Ad Campaign by Amobee for Ford
Pick-up truck buyers are about nothing if not control. So the rich tablet ad unit from Amobee and Team Detroit let Ford customers drive the experience. The 3D rendering put the truck in four work environments, including accurate reflections and lighting. But the shopper got to customize the truck model, load the truck bed, and spin the model every which way for a total sense of how this model fits into their workday. The branding effects were 2X to 4X industry averages, largely because the experience made tangible the brand’s “We Own Work” message.
Affiliated Agency: Team Detroit
Credits: Team Detroit Brian Bos, SVP, Group Director – Emerging Media Kevin Conlon, Emerging Media Planner Eric Roth, Emerging Media Manager Andrew Smith, ACD and Art Director Dan Przekop, Creative Director Karen Schave, Associate Director, Attitudinal Research Hani Salem, Research Analyst Ford Brian McClary, Ford Digital Marketing Manger Amobee Paul DeGrote, Creative Director Mark Allison, Interactive Art Director Fabrice Heng, Interactive Ad Developer Eric Smith, 3D Artist Dan Toloudis, Senior Graphics Engineer Mei-Yee Mak, Senior Account Manager Trevor Hamilton, Head of East Coast Sales & Business Development Calen Ipalook, Q/A Engineer; Olympus Camera Comes to Life with Mobile by Millennial Media for Olympus & Mediahub Mullen
Launching a new high-end camera outside of the usual buying season posed a challenge to Olympus’s OMD-EM-1 campaign, but Mullen and Millennial met it with a combination of creative and targeting. The rich media execution leveraged all of the touch and tap tricks the tablet offers advertisers, including letting the user swap lenses onto the product and see the results in a virtual viewfinder. The tablet-focus secured a male affluent demo and satisfied their love of tinkering with gadgets by virtualizing an experience that was even more detailed than in-store.
Affiliated Agency: Mediahub Mullen, Media Agency; Millennial Media, Mobile Advertising & Data Platform
Credits: Stephanie Sherry, Olympus Mia Hatzis, Olympus John, Moore, Mediahub Mullen Jen Biagiotti, Mediahub Mullen Liz Fermon, Mediahub Mullen Leah Alexander, Millennial Media; Air on the Side of Humanity: Speaking Pigeon by Mediahub/Mullen for JetBlue Airways

Rather than use cutting edge technology merely to dazzle, JetBlue and Mullen employed Nuance voice recognition to tell a story about most airlines not speaking your language. Pigeons helped make the point that rival carriers don’t treat customers like human beings, prompting people to speak into the pigeon translator. The “Air On the Side Of Humanity” campaign changed the conversation away from a spec war among JetBlue’s deep-pocketed competition and into one about how brands treat their clientele.
Credits: Keith Lusby, SVP, Group Media Director, Mediahub/Mullen Jade Watts, VP, Group Digital Media Director, Mediahub/Mullen Rachel Allen, Associate Digital Media Director, Mediahub/Mullen Erin Kelly, Digital Media Supervisor, Mediahub/Mullen Caroline Caterine, Senior Digital Media Planner, Mediahub/Mullen Tim Vaccarino, Executive Creative Director/Art, Mullen Dave Weist, Executive Creative Director/Copy, Mullen Dylan Bernd, SVP, Group Creative Director/Art, Mullen Jack Collier, Sr. Copywriter, Mullen Evelynne Scholnick, Jr. Copywriter, Mullen Dan Madsen, Sr. Art Director, Mullen Mauricio Perez, Jr. Art Director, Mullen Liza Near, SVP, Executive Director of Integrated Production, Mullen Kim Ryan, Sr. Digital Producer, Mullen Hannah Moore, Account Supervisor, Mullen Molly Barag, Senior Account Executive, Mullen Marty St. George, SVP, Marketing & Commercial Strategy, JetBlue Airways Lisa Borromeo, Director, Advertising & Brand, JetBlue Airways

Mobile: Campaign: #6SecondScience by GE for GE
Brilliant uses of emerging technology merit amplification. GE’s 6 Second Science series on Vine was one of the big early brand hits on the micro-video platform. The #6SecondScience Fair campaign extended its reach via Vine influencers and deepened the brand-as-innovator message with supporting native advertising and content at Mashable and BuzzFeed. Users were invited to join in and submit their entries, which were rebroadcast via Tumblr and YouTube. The campaign exemplifies how a good core idea can leverage so many mobile channels to achieve reach across the platform’s many audiences.
Credits: Linda Boff, Executive Director, Global Brand Marketing Sydney Lestrud Manager, Global Digital Marketing Katrina Craigwell, Head of Global Digital Programming; Audi Takes Snapchat By Storm on Super Bowl Sunday by Huge for Audi
Audi became a pioneer of Snapchat marketing in early 2014 by using the private messaging channel as a pointe antidote to the mass media assault that is the Super Bowl. Executed Huge in partnership with The Onion’s content studio, its 15 clever messages aimed at Millennials by joking about the banality of a typical Sunday and the hype surrounding the game itself. It was a deft blend of creative, channel selection and targeting that made a larger point about the character of the brand. Stock photos and captions were a low-tech answer to the pyrotechnics of the Super Bowl and its advertisers that penetrated the din on a gadget that is the antithesis of mass media.
Credits: Andrew Cunningham - Community Manager, Huge Erica Schlaikjer - Community Manager, Huge Jon Lee - Copy Lead, Huge Megan Malli - Engagement Director, Huge Natalie Eyerman - Visual Designer, Huge Sacha Reeb - Group Creative Director, Huge Scott Permar - Sr. Project Manager, Huge Andrew Elliott - Social Media Specialist, Audi Anna Russell - General Manager, Brand Marketing, Audi; Becoming a Beacon for Business by Starcom MediaVest Group for P&G/Wella
Leveraging location is still a new and dark art. But in order to get customers to try salon-only Wella product, P&G surrounded the customer with bleeding edge location-aware technology to make sure the message got through. Geo-targeted ads pushed the Wella product to users within 25 feet of the salon and let them add an offer to their Passbook app. Beacons in the same shops then triggered the Passbook offer to remind the customer of the opportunity at point of sale. This novel hand-off approach to location-based technologies is a technique to watch.
Credits: Ellizabeth Elliott, Associate Mobile Director

Mobile Marketing: in-App Advertising: Growth, Income, Protection by OppenheimerFunds for Havas Worldwide (Creative Advertising Agency)

OppenheimerFunds pulled in Havas Worldwide to promote its video content to HNW investors based on a combination of iTunes and third-party demographic data. Apple's iAd allowed the brand to use behavioral targeting to promote its messages to users who recently downloaded financial applications from the app store. The campaign helped improve mobile CPE by 1,183% since January. It generated more than 5 million impressions and drove 68,000 engagements, and a click-through rate of 0.50%.
Credits: OppenheimerFunds: Stephen Tisdalle, Head of Brand Marketing | Phillip Parrotta, Head of Brand, Advertising & Creative Services | Kirti Srikant, Director of Brand Marketing & Advertising | Leonor Palao, Manager, Brand Marketing & Advertising; Delivering Relief by OMD for Walgreens

OMD created for Walgreens a non-intrusive way to educate app users on how to relieve their health ailments and deliver medicine to the sick unable to leave the house or get out of bed. Walgreens partnered with TaskRabbit, a delivery service. The campaign used "Task Wheel" for ordering cold and flu medicine from Walgreens. Consumers posted orders to the community and negotiated with a service Rabbits driver, who would pick-up the items and deliver it right to the consumer. The average order value doubled Walgreens' national average reaching $26.44.
Affiliated Agency: GSD&M (creative)
Credits: Wilson Standish – Associate Director Ignition Factory, OMD Britt Cushing – Account Director, OMD Lauren Powell – Associate Director, OMD; Microsoft Store Drive to Retail Holiday Campaign by NinthDecimal for Microsoft Store

Precise location-based ad targeting helped Microsoft reach out through in-app ads to its most relevant audiences in 45 markets when within 10 miles of the physical stores. NinthDecimal created a custom audience-based ad targeting campaign using historical, behavioral, demographic, and location attributes, such as prior presence in a Microsoft Store or in a competitor's store. Mobile users exposed to the ads were 89% more likely to visit a Microsoft Store location than the control group, and 91% more likely to visit a store than the general public.
Affiliated Agency: Swirl - Advertising Agency
Credits: Kim Thom, Director of West Coast Sales Kevin Ching, VP, Product Keith Kilpatrick, SVP, Product Liam Beesley, Creative Lead

Native Advertising: Single Execution: Netflix, Women Inmates by The New York Times for Netflix
The promotion of Netflix’s “Orange is the New Black” through “Women Inmates” editorial was a multi-faceted, multimedia experience, held to the same New York Times standards of diligent reporting, editing and storytelling. This immersion into the life of a female prisoner generated a great deal of interest in the show and a heightened viewing experience. The campaign amassed more than 300K page views and received significant positive mentions on social media.
Affiliated Agency: MEC Global
Credits: Melanie Deziel,Editor and Social Media Strategist Kaylee King-Balentine, Executive Producer of Branded Video Michael Ryterband, Art Direction and Design Rachel Gogel, Creative Director Alex Casner, Producer and Project Manager Riley Davis, Creative Technologist David Erwin, Creative Technologist Otto Steininger, Illustrator Efran Films, Video Production Fergal Carr, Direct of Platform Innovation; Toyota Sessions by Pandora for Toyota

Toyota needed increased awareness and purchase intent among Adults 18-49. Going native meant teaming up with Pandora and their prospects’ passion for music. “Toyota Sessions” took seven emerging artists and compiled exclusive music tracks, interviews and concert footage with the Toyota message. The artists selected resonated with the listeners, as “Toyota Sessions” became a top-ten custom station on the site. The result was a 51% lift in Brand Favorability and 62% lift in Consideration Intent.
Affiliated Agency: Saatchi & Saatchi
Credits: Heidi Browning, SVP Strategic Solutions, Pandora Dionne Colvin, National Media Manager, Toyota; Carle Nurse Recruitment by MARC USA for Carle Hospital

The Carle Foundation needed some fresh blood for its nursing program and worked with Buzzfeed to increase awareness/applications. “12 Things Only Nurses Understand” played upon nurses’ war stories and sense of humor and why the Foundation would be a great place to work. Combined with social media marketing and paid search, The Carle Foundation received a 30% increase in nursing applicants.
Affiliated Agency: Buzzfeed
Credits: MARC USA: Joe Burke, Executive Creative Director Toni Carvello, Junior Copywriter Kris Kish, Junior Art Director Tim Kepes, Senior Media Planner Kelly Bradley, Account Executive Lisa Totino, Senior Digital Strategist CARLE: Joan Hunt, Director - Marketing and Communications Tiffany Bowie, Marketing Specialist

Native Advertising: Campaign: Samsung Galaxy Promotion on Goal.com by PERFORM Group for Samsung

Samsung used Goal.com to reach a key target for its Galaxy 11 technology. The campaign began without branding and created intrigue through native advertising, a home page takeover, cryptic stunts, and mysterious men at high profile matches wearing mysterious symbols. Goal.com’s professional networks created ‘real’ news reports. Original content was translated into 17 languages. The official unveiling of the Galaxy 11 products used football legend Franz Beckenbauer. The campaign resulted in over 200,000 click-throughs.
Credits: Stefano D’Anna - Managing Director, Worldwide Sales & Brand Partnerships (PERFORM) Martyn Jones - Global Brand and Platforms Partnerships Director (PERFORM) Graham Shaw - Editorial Director – Direct To Consumer (PERFORM) Raoul Simmons - Head of Content, Goal (PERFORM); Food for Thought by HuffPost Partner Studio for Chipotle

HuffPo’s “Food For Thought” series for Chipotle combined native and editorial content exploring issues including food legislation, sustainability and personal health. The information provided was informative and in a format recognizable to HuffPo readers. “Food For Thought” achieved an interaction rate of 52% vs. 9% for the rest of HuffPo. The “9 Disgusting Things You Didn’t Know You’ve Been Eating Your Whole Life” was the most viral piece of sponsored content this year according to Sharethrough.
Credits: Jessica Leader, Content Strategist (HuffPost Partner Studio); VH1 "I Love the 2000s" Native Advertising Campaign by VH1 for VH1

VH1’s “I Love The…” series is a delicious blend of reminiscing and factual tidbits, with great potential for engaging content. The “I Love The 2000’s” campaign took advantage of this great content, created a native article page, and scheduled it across 61 contextually relevant publications where consumers were already engaged and consuming the latest entertainment news and pop culture trends. The campaign exceeded goals for both brand awareness and engagement.
Affiliated Agency: Nativo, Inc., MediaHub
Credits: Julie Epstein, Account Manager, Nativo George Carney, SVP Sales, Nativo Alexandra Arcuri, Media Supervisor, MediaHub Esther Chung, Digital Media Planner, MediaHub Rachel Maude, Digital Media Planner, MediaHub

Rich Media: Campaign: Bates Motel Season 2 Tease by A&E Television Networks for A&E Television Networks
Bates Motel provided the chance to push A&E’s dramas to an even more innovative point, in unexpected and edgier ways. Through a series of captivating neon blue ad units, each provided glimpses of the world that shaped Norman Bates, while integrating the images, characters and footage from the show. The Deadline Hollywood landing page skin was particularly eerie featuring clickable portraits of cast members, that each launched a video select, while also updating the background skin to include a larger portrait of the characters themselves. All digital units connected back to the show’s microsite, Batesmotel.com, which saw a 50% increase in traffic over the previous season.
Credits: Guy Slattery, EVP Marketing Kevin Weist, SVP Brand Creative Meghan Kirsch, VP Brand Creative Marissa Grasso, Senior Producer Brand Creative Sarah Freed, Specialist Brand Creative Digital Tease Agency: Modus Operandi Digital Tune In Agency: The Visionaire Group; Rio 2 by Moxie for 20th Century Fox Home Entertainment
As the first animated music film since Frozen, Rio 2 needed to redefine song-dance and immerse viewers into the lush and colorful landscape of the Amazon. Moxie/Fox were tasked with creating a media campaign that shattered all comparisons to past animated films. To do this, Rio 2 was positioned as “The BIGGEST Party of The Summer” and featured vibrant interactive wrappers of the most beloved characters from the movie, which flew between the skin and the panels on the site. To encourage engagement on the Game Page takeover, a toggle skin was created that allowed users to turn the lights on and off to see an AMAZONIAN DAY and an AMAZONIAN SUNSET.
Affiliated Agency: The Refinery
Credits: Monica Leung – Media Director Jeanette Trang – Associate Media Director Sal Apodaca - 20th Century Fox Home Entertainment; End the Bedtime Battle by Heartbeat Ideas for XenoPort - Horizant
For severe sufferers of Restless Leg Syndrome (RLS), bedtime is anything but restful. Horizant, a prescription medication used to treat moderate-to-severe primary Restless Leg Syndrome, understood this better than anyone. To raise consumer awareness and consideration, and ultimately drive branded prescription requests for Horizant, a high-impact rich media campaign was developed, that tapped into the dread & frustration that RLS sufferers feel at bedtime. Creative and media worked together to target symptomatic, treatment-seeking, information-seeking, or diagnosed-dissatisfied RLS sufferers wherever they were online. Click-through rates, site traffic, and prescription lift all soared above established success benchmarks.
Credits: Robert Yanez – XenoPort – Senior Director of Marketing Chris Dillard – XenoPort – Associate Director, Marketing Trey Benson – XenoPort – Executive Director, Commercial Development Liz Castellanos – Heartbeat Ideas – Group Account Director James Talerico – Heartbeat Ideas – SVP, Executive Creative Director Kris LoCascio – Heartbeat Ideas – Creative Director Doug Puchowski – Heartbeat Ideas – Copywriter Maya Schindler – Heartbeat Ideas – Associate Director of Production Justin Kim – Heartbeat Ideas – Associate Director of Technology Lee Slovitt – Heartbeat Ideas – VP, Media Director Dan Haller – Heartbeat Ideas – Media Director Andrew Simon – Heartbeat Ideas – Associate Director, Media

Rich Display Media: Single Execution or Campaign: Magnum by Kargo for Unilever/Magnum

Tasked with driving purchase intent for Magnum’s indulgent ice cream bars via mobile, Kargo came up with a rich (media) experience of its own. An animated unit expanded to show a map that auto-populated with the nearest Magnum retail locations. The ad would also automatically update with store-specific information on the type of Magnum products sold, and was targeted based on local weather conditions. The unit had an expansion rate of 0.57% and a post-click interaction rate of 5.4%.
Affiliated Agency: MindShare, media agency
Credits: Lisa DiBenedetto, Managing Director Digital, Mindshare Jordan Sagisi, Associate Director Digital, Mindshare Brian Sacks, Manager Digital, Mindshare Emily Highet, Senior Associate, Digital Investment, Mindshare Charles Raisch, Senior Account Executive, Kargo Heather Forest, Account Manager, Kargo Austin Suen, Senior Campaign Manager, Kargo Kaitlyn Mitschele, Designer, Kargo; CoverGirl Revolutionizes Red Carpet Look Try On by Starcom Mediavest Group for Procter & Gamble/COVERGIRL

Knowing celebrities’ red carpet turns can inspire new looks, Cover Girl and StarVest Media Group devised an ad execution to capitalize on that phenomenon. Launched at the MTV Video Music Awards, the expandable unit allowed women to upload a photo and virtually “try on” the look favorite celebrities wore at the event by sampling relevant Cover Girl products. The result: Women spent 40% more time, and double the purchase rate than through a standard banner.
Credits: SMG Ryan Johnson VP, Digital Startegy Director 646-557-7392 Ryan.Johnson@smgunited.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) SMG Justin Raiten Connection Associate Director 646-557-7310 Justin.Raiten@smgunited.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) SMG Jyoti Menon Digital Director 212-468-3911 Jyoti.Menon@mediavestww.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) SMG Devinn Tafaro SVP, Connections Director 212-468-4364 Devinn.Tafaro@smgunited.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) SMG Courtney Weg Connection Associate Director 212-468-3410 Courtney.Weg@smgunited.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) SMG Julia Grey Digital Associate Director 212-468-4000 Julia.Gray@mediavestww.com (Agency) (First & Last Name) (Title) (Phone #) (Email address) COVERGIRL Jay Sethi Brand Manager 479-871-4450 sethi.j@pg.com (Agency) (First & Last Name) (Title) (Phone #) (Email address); JackThreads Mobile Pop Up Shop by ActionX for JackThreads

Anyone who’s tried shopping on a mobile phone knows how frustrating it can be, especially when it comes to clothing. To improve the process, Jack Threads and mobile retargeting platform ActionX developed a Pop Up Shop banner served to people who have shown an interest in JackThreads’ items online or via mobile. The expanded unit mirrors the look and feel of the retailer’s app to provide a consistent shopping experience and streamline buying.
Credits: Evan Schwartz, CEO of ActionX

Search Marketing: SEM Campaign: Turning Flight Cancellations into Hotel Reservations by Red Roof Inn & 360i for Red Roof Inn

Red Roof Inn decided to connect with air travelers whose flights got canceled and launched a campaign with custom flight-tracking technology to process thousands of bits of cancellation data in real time. The tool filtered live data through a algorithm that automatically boosted bids and made copy adjustments in search. The tool put Red Roof Inn in front of 75% of last-minute queries in the No. 1 position, the first option for about 400,000 distressed travelers annually. This led to conversion rates rising 375%, and online bookings across non-branded campaigns by 60%.
Credits: Marina Macdonald Red Roof Inn CMO Aaron Stenhoff Red Roof Inn Vice President/Marketing/Digital Bruce Williams 360i Media Practice Lead Jonathan Fanucci 360i Associate Account Director Brendan Alberts 360i Associated Media Director Chris Edberg 360i Senior Media Manager Sydey Sobol 360i Associate Account Manager Nora Kelleher 360i Coordinator Jason Bell 360i Vice President/Product Development Tyson Nakayama 360i Senior Product Manager/Product Development Faisal Karim 360i Technical Director/Product Development Mike Levin 360i Marketing Technologist/Product Development; Maytag Man Re-Launch by DigitasLBi for Maytag

Search marketing played an important role when Maytag introduced the Maytag Man to consumers searching online using unbranded keywords. The agency created 5,000 keywords and Maytag Man-specific creative ads that clicked through to a landing page featuring related videos. The bidding strategy focused on winning the No. 3 position in search ad results, which allowed the company to stay near top-of-page yet maintain an efficient cost per click. Search drove more than 43,000 video completions through Q2, with a completion rate of almost 15%.
Credits: DigitasLBi: Brian Valentini, VP/D Haylee Rodgers, Manager, Search Marketing Alana Balbes, Senior Analyst Maytag: Heather Jones, Senior Brand Manager Allison Gillespie, Brand Manager; PC Refresh by Covario for Intel

The only way Intel can sell more products is to drive demand for customers' products. Along with Covario, the company drove consumers searching online for PCs directly to partner Web sites. The PC Refresh campaign was Intel's first large-scale direct marketing paid search strategy focusing on sales that required global collaboration of more than 40 partners across seven countries in five languages. Together, Intel and Covario drove sales up by 315%. The massive collaboration also lowered cost-per-click by more than 50% and cost per order by 59%, resulting in a 315% increase in sales of Intel PCs.
Credits: Maggie Stuart, Sr. Manager, Covario; Patricia Hader, Group Account Director, Covario; Corey Carrillo, Global Search and Online Marketing Manager, Intel

Search Marketing: SEO Campaign: GMC and iProspect: Using Lifestyle Content to Intercept Shoppers & Influence Consideration by GMC & iProspect for GMC

GMC and iProspect created a strategy to use non-branded search terms to intercept and influence undecided consumers looking for a car. Some 37% of vehicle purchasers begin online with non-branded queries, but only one-in-five start with the brand they ultimately buy. The strategy to analyze consumer behavior search patterns paid off by developing content that generated page one ranking for about70% of targeted un-branded terms. It also produced 14,000 organic site visits per month; average time, 6.5 minutes.
Affiliated Agency: iProspect, Digital Performance Agency
Credits: Chris Becin, Account Director Aaron Holloway, SEO Lead Renee Petres, Account Supervisor; Cleanipedia: Giving Consumers Knowledge and Confidence to Clean. by Mavens of London for Cleanipedia a Unilever Brand

Most traffic to the Unilever Cleanipedia Web site was generated by paid media before Mavens of London implemented search engine optimization (SEO). The strategy meant analyzing the language used on the site; categorizing and classifying 7,652 search keywords; and generating more than 600 pieces of optimized content to replace what was there. The U.K. Web site jumped to 120,000 visits in July 2014, up from a couple of thousands that previously took months to generate through paid search ads. The estimated cost for Unilever to buy the traffic, nearly $1.1 million, if not for optimizing the site.
Affiliated Agency: Architect, Web Build
Credits: Richard Cronan, Head of Client Services, Mavens of London Claudia O'Shea, Head of Content & SEO Services, Mavens of London Lauren McDermott, Client Services Manager, Mavens of London Leon Baker, Senior Consultant, Mavens of London James Campbell, Consultant, Mavens of London Rik Strubel, Global Brand Director, Cleanipedia at Unilever Aalap Sharma, Senior Global Brand Manager, Household Care, Cleanipedia at Unilever Hannah Bradshaw, Global Assistant Brand Manager, Cleanipedia at Unilever Claudia Cruz, Digital Marketing Global Planning Manager, Unilever Andrea Airoldi, Global Media Manager, Unilever; Recalibrating Through Search by UM for Chrysler

Chrysler rebuilt its entire search strategy creating triggers and signals to influence and create one-on-one relationships with consumers. It meant examining millions of unique search queries on Yahoo, Bing and Google, allowing consumers to guide the optimization strategy. Tight ad groups and optimized copy captured consumers' attention, along with sitelinks like "Choose-your-own-adventure." Optimizing the Web site and copy also led to better paid search advertising click rates, about 137% more frequently in the first half of the year, compared with the prior.
Credits: UM Scott Russell- EVP, Managing Director Jennifer Kileen-SVP, Head of Search Diana Bojaj- SVP, Communications Strategy David Mihalek- Sr. Manager- Search & Social The entire UM Search team

Social: App as Advertising: Schick Hydro X-Men Challenge by Beeby Clark+Meyler for Schick Hydro
To get more young guys to use its Hydro razor, Schick enlisted the help of the X-Men (along with some non-mutants at Beeby Clark+ Meyer) to create a Facebook-based mobile game that offered a weekly set of trivia questions for a chance to win X-men-themed prizes; like a director’s chair from the movie set. The Schick Hydro X-Men Challenge resulted in more than 29,000 registered users and 108,980 product page views.
Credits: Tom Beeby: Executive Creative Director, Principal Rebecca Beacham: Account Director Kurt Winkelman: Senior Art Director Gelisa Henry: Graphic Designer Sam Wadhams: Community Manager; Travel Hero by Ideas Collide Marketing Communications for Best Western International

As part of its Travel Hero campaign, Best Western Hotels developed a dedicated Facebook app to encourage business travelers to use rewards for leisure travel. The app allowed users to select a desired destination, with the option to digitally invite a friend or relative to go with them. By sharing their plans, people were entered in a contest to win a dream vacation as a grand prize. The campaign helped push Best Western over the 1 million Likes.
Credits: Tammy Lucas, Managing Director, Marketing & Advertising, Best Western Pat Campbell, Senior Manager, Advertising, Best Western Matthew Clyde, Chief Strategist, Ideas Collide Marketing Communications Mike Mason, Creative Director, Ideas Collide Marketing Communications Elvin Kawasaki, Vice President, Group Account Director, Digital, Initiative; Manchester United Shirt Reveal: App by Carat for Chevrolet/General Motors
Chevrolet is as American as baseball and hot dogs—and that was the problem with it becoming the shirt sponsor of Manchester United, England’s most storied football club. To raise awareness of the brand and build a connection with fans, Chevrolet created an app that allowed Man U supporters to “wear” the club’s new kit with a photo upload that encouraged social distribution. In the first week, the app drew 93 million social impressions and 136,000 photo uploads.
Affiliated Agency: iProspect, Commonwealth, Jack Morton, Fleishman Hillard
Credits: Amy Stettler, SVP, Global Director, Carat Raechel Revoldt, Director, Carat Josie Castro, Associate Director, Carat

Social: Use of Single Platform: Nutella & Social Media: A Perfect Pairing by SapientNitro for Nutella USA
For some, Nutella is, well, there’s no description. It’s life—ice to eskimos kind of thing; so SapientNitro tapped into that passion by hitting social channels—Facebook, Twitter, Pinterest, Instagram, Tumbler—to create more than 500 pieces of original content, all focusing on the insane loyalty between fans and the product, including the many ways the delicious chocolate good is used. And in the process, followers increased 518%. You may not understand. It’s a Nutella thing.
Credits: Worldwide Chief Creative Officer: Gaston Legorburu Executive Creative Directors: Christian Waitzinger Associate Creative Director: Susan Phuvasitkal Copywriter: Silas Ruppe VP, Client Services Director: Rob Rawley Client Services Director: David Serrano Account Executive: Mary O’Hara Global Social Lead: Nathaniel Perez Director Marketing Strategy & Analysis: Stevie Dove Sr. Associate Marketing Strategy & Analysis: Nicole Keimer; WWE on Facebook by WWE for WWE
Man does not live by the WWE alone. Wanna bet? How’s this? There are 21 million wrestling devotees. They need, deserve, a fan page, and they got one. Created by WWE itself, is the mothership—Manna from McMahon. Here, the faithful gets news, backstage photos, articles, show dates, blogs, chatter, and even pictures of pretty girls with kangaroos. (Just trust us). The WWE is awash in enthusiasts and devotees—many with rippling muscles and mullets. See them here.
Credits: Jayar Donlan, WWE VP, Social Media Rob Bernstein, WWE VP, Digital and Print Corey Clayton, WWE Director of Social Media Cody Barbierri, WWE Social Media Manager, TV Elizabeth Motta, WWE Social Analytics Manager Alexandra Chammah, WWE Social Media Editor Nicholas Sampogna, Justin Leslie and Paul Geraghty, Social Media Producers; Game of Thrones Season 4 by HBO for HBO
There are television shows and then there’s HBO’s GAME OF THRONES. The network partnered with Facebook to coral the passion (as if that were possible) of the show’s 13-million fans, after the season premiere, and gave them spoiler-guarded updates, quote memes, climactic moments from memorable episodes, and tips on how to deal with the withdrawals when the show’s not on. How successful? Press outlets embedded the Facebook Live-stream and generated over 580-million impressions.
Credits: • Sabrina Caluori, Vice President, HBO Digital and Social Media • Jim Marsh, Director, HBO Digital and Social Media • Emily Giannusa, Manager, HBO Digital and Social Media • Michael Hoffman, Associate Manager, HBO Digital and Social Media

Social: Twitter Campaign: #ROASTJOFFREY by HBO & 360i for HBO/ Game of Thrones

HBO's Game of Thrones King Joffrey Baratheon was the most hated TV character on the Internet in 2013, based on research. HBO and 360i created an experience to let fans vent. A social newsroom helped HBO respond to roasters in real-time as jokes poured in from Twitter, Facebook and Instagram. The Twitter handle #ROASTJOFFREY generated more than 63,000 original roasts and trended nationally within an hour of launch. It received 800 million earned media impressions, and 1 million social engagements, creating a 367% lift in show mentions year-over-year.
Affiliated Agency: Website: Roudarch Isobar
Credits: CCO, Adam Kerj Group Creative Director: Mike Nuzzo Associate Creative Director: Adam Gloo Sr. Copywriter: Nick Panayotopoulos Designer: Isaac Trujillo Designer: Tiffany Ahee Account Director: Josh Lenze Account Supervisor: Audri Nakamura Strategist: Caroline Tseng Producer: Lauren Dobkin Associate Director, Influencer Marketing: Emily Garvey Social Publicist: Alden Millar Sabrina Caluori, VP Digital and Social Media, HBO Jim Marsh, Director Digital and Social Media, HBO Emily Giannusa, Manager Digital and Social Media, HBO Michael Hoffman, Associate Manager Digital and Social Media, HBO Becky Rho, Associate Manager Digital and Social Media, HBO Scott Petts, Art Director, HBO Daniel Filipe, Designer, HBO Camille Errante, VP HBO Creative Services Jacqui Bussey, Executive Producer, HBO Creative Services Karen Sands, Creative Director, HBO Creative Services Scott Gluck, Sr. Writer Producer, HBO Creative Services; Tweethearts by Hill Holliday for Necco Sweethearts

Necco Sweethearts created the social campaign Tweethearts to engage younger consumers, raise awareness, and generate buzz with zero budget. Twitter users sent personalized tweets to @tweethearts and received back an image showing the words from their tweet on Sweethearts candies. They could order a bag of custom-candies for delivery or share the image with friends and family. A dedicated website featured an original song and video. Tweethearts generated more than 2 million impressions; 1,054 retweets, and 2,464 Twitter users created a personalized #Tweetheart for Valentine's Day 2014.
Affiliated Agency: Hill Holliday, Full-Service Agency
Credits: Hill Holliday Chief Creative Officer: Lance Jensen EVP, Executive Creative Director-Copy: Joe Fallon Creative Director: Bob Gates, Rick McHugh Copywriter: Rick McHugh Art Director: Bob Gates Designer: James Adame, Wes Dorsainvil Illustrator: Marcio Lima Agency Producer: Carissa Marlowe, Matt Villone Account Team: Mike Burns, Richard Butler, Meghan Cermack Planner: Ross Cidlowski Original Music Artist/Title: Chuck Woodard/Tweethearts Rap Original Music: Lyrics: Chuck Woodard Sound Engineer: Mark Wong, Chuck Woodard Animator: Marcio Lima Chief Digital Officer: Adam Cahill Director of Social Media: Mike Proulx Director- Innovation & Technology: John Running Tech Lead: Steve Callan Developer: Mike Walton Creative Technologist: Rob Erskine Associate Experience Architects: Maggie Foley, Kyle Mitchell Senior Social Media Strategist: Michelle McCudden Necco Director of Marketing: Alyssa Hills; #iWannaGo by McKinney for Travelocity

The Travelocity Roaming Gnome last spring gave travelers the opportunity to win a trip anywhere in the world. To enter, people followed @RoamingGnome on Twitter or Instagram and submitted their entries using the campaign hashtag #iWannaGo. The Gnome spent an entire day responding to submissions through a live Vine video on Twitter. His Twitter account rose by 125%. The Gnome looked through 100,000 entries. He traveled with two lucky winners to Machu Picchu and Ireland. News coverage of the contest racked up 126.4 million unpaid media impressions. The campaign drove 483 million impressions, including 2.3 million YouTube views.
Affiliated Agency: Zenith: Media agency, Citizen: PR agency
Credits: McKinney: Jonathan Cude, Chief Creative Officer; Philip Marchington, Group Creative Director; Stevie Archer, Associate Creative Director/Copywriter; Meg Sewell, Associate Creative Director/Art Director; Rick Morrison, Copywriter; Jenny Nicholson, Associate Creative Director/Copywriter; Roger Fish, Copywriter; Kevin Murray, Senior Account Planner; Laura Suchoski, Social Media Manager; Lisa Hughes, Group Account Director; Anne Newton, Account Director; Lauren Powell, Account Supervisor; Sophie Wolf, Project Leader; Sara Cobaugh, Account Planner; Andy Ives, Producer; Zenith: Mike Salvo, SVP Strategy; Brett Covell, VP Strategy; Justina Du, Media Supervisor Truly Untitled: Jeff Schroer Citizen: PR Agency Travelocity: Brad Wilson, Chief Marketing Officer; Bruce Horner, Director of Media and Alliances; Brett Steiger, Director of Brand Marketing; Nicola Mattis, Associate Brand Manager

Social Campaign Across Platforms: Non-Paid: Play Like a Girl by Create Digital for Verizon FiOS
She plays like a girl. Damn right she does! And Verizon knew many of its FiOS customers are parents of school-aged kids who grew up with Title IX, which codified equal funding for female athletics. This is a celebration of sorts, a place for parents to brag, show off, and shares stories of their daughters. Results included 70-million impressions, 54-thousand social media engagements. Play like a girl? Just take a look.
Credits: J'Tanya Idiodi - Account Supervisor - Create Digital Carrie Throckmorton - Account Manager Ana Kenney - Project Manager - Create Digital Brad Perry - Strategist - Create Digital Jessica Kantor - Creative Director - Create Digital Sarah Keane - Designer - Create Digital Kevin Scholl - Web Developer - Create Digital Katlyn Williams - Copywriter - Create Digital Kim Burke - Media - Create Digital Caryn Quinn - Community Manager - Create Digital; Volvo Joyride by Cake for Volvo Cars US
Volvo has always had a special relationship with its owners; a kind of a wink and a nod, an inside joke. Ain’t we something? This site capitalizes on that link— personal stories, social postings, and related comments of the drivers themselves. So far, there have been more than 4-million impressions for these short 2-minute films. They don’t feel like commercials, they feel like home movies, which is kind of the point.
Affiliated Agency: Havas Media (media partnership)
Credits: Aaron Jarosh, Creative Director; Thomas Minc, Director, Integrated Strategies; Jenna Fidellow, General Manager, Cake New York; Angry Balls by SapientNitro for Callaway Golf
Rule #1: Name a campaign ANGRY BALLS, you’re in the finals. Callaway, along with SapientNitro, designed five ‘angry’ golf balls, each with angry animal faces—including a toad, rabbit, and dog—and got golf nuts (who else) on social media to guess which one long-drive champion, Joe Miller, would drive the farthest. More than 1-million impressions increased Callaway’s industry share against its four closest competitors four-fold, which had to make them—wait for it—very angry.
Credits: Catherine Hope - SapientNitro, Andy McGuinness - SapientNitro, Kevin Ferry - SapientNitro

Sponsorship: In-Game Social Experience by Spredfast for University of South Florida
In partnership with Spredfast, the University of South Florida created a "sponsorable" in-game social experience for its NCAA Football and Basketball games. USF and Spredfast developed a social hub using game-day excitement and user-generated content from social platforms including Twitter, Instagram, Facebook, Google Plus, and Foursquare. The social hub encouraged both fans at the live event and offsite watching elsewhere to participate. USF offered attendees rewards for onsite participation - including a FourSquare Check-in Contest that offered prizes like spirit-wear and even the chance to be showcased on the stadium jumbotron. During the games, USF encouraged fans to Tweet their opinions and responses to the game and to engage in team trivia questions. During game-time, visitor engagement with the website nearly doubled. The hashtag #CoachTsBus became a viral campaign with 63% of its content retweeted, and a potential social reach of over 200,000. Twitter followers across all campaigns nearly doubled as well.
Credits: Liz Grow, Director of Sports Sponsorships at Spredfast Zach Henault, Director of Sports Sponsorships at Spredfast Brian Foley, Senior Director of Global Sports at Spredfast; Verizon & Crackle Go Over-the-Top by Crackle (Sony) for Verizon Wireless
In the Verizon/Crackle Go Over-the-Top campaign, Verizon set out to emphasize the high technology and quality of its new Droid mobile phone, by sponsoring Crackle’s original series, Chosen. The campaign ran across Crackle’s multi-platform network emphasizing the Droid’s waterproof and voice-activated technologies. Other highlighted features included Zap to Share, Battery, and Shake to Wake. According to a GFK study, the Droid campaign exceeded expectations among millennials and had a positive brand lift of 8.8% on Crackle.
Affiliated Agency: Moxie (media agency), Mcgarry Bowen (creative agency)
Credits: Rene Santaella - VP Ad Sales & GSM, Crackle Darren Olive - VP Ad Sales, Crackle Maggie Peuler - Media Director, Moxie Emily Vogt - Media Planner, Moxie Whitney Lentz - Senior Media Planner, Moxie Savanna Ramsey - Media Planner, Moxie; Connect: Professional Women's Network by LinkedIn and Citi for Citi
LinkedIn and Citi launched the campaign "Connect: Professional Women's Network" in order to help professional women both network and freely discuss the issues that affect their own personal careers. The Connect Community group has grown to more than 330,000 members; currently the fastest-growing and most-active group on LinkedIn. Conversations in Connect have inspired member-organized events, monthly live chats with career experts, and even a video series with influential women like Arianna Huffington. Connect has driven an increase in key brand metrics among LinkedIn members exposed to Citi’s efforts.
Credits: Linda Descano - Managing Director, Head of Content & Social, Citi, Catherine McManus - SVP Content & Social, Citi, Jacky Carter - Community Manager, LinkedIn, Jason Hammer - Account Executive, LinkedIn, Josh Zimmerman - Senior Account Manager, LinkedIn, Matthew Breinich - Digital Project Manager, LinkedIn, Sabrina Zahn - Senior Consultant, LinkedIn

Gaming: Escape from XP by Bradley and Montgomery (BaM) and Microsoft for Microsoft
Persistent upgrades are the strange new reality of a digital world, but Bradley and Montgomery and Microsoft crafted a genuinely fun way of announcing the end of support for IE6 and Windows XP. The Escape from XP game uses classic low-end 2D scrolling graphics to point out the advantages of an upgrade while at the same time tugging on our nostalgia. We even get a cameo from vintage Microsoft marketing – Clippy the Office help avatar. Within a day, the clever execution enjoyed amplification by many major news outlets. This was a game project so clever, you didn’t even need to play to feel the impact.
Affiliated Agency: n/a
Credits: o Andrew Cooper, Lead Developer, BaM o Nathan Bingham, Lead Developer, BaM o Alex Porter, Senior Developer, BaM o Kyle Werner, Senior Developer, BaM o Andrew Rutledge, Associate Creative Director, BaM o Steve Brand, Art Director, BaM o Justin Lacey, Interactive Producer, BaM o Chris Vannoy, Digital Director, BaM o Tiffany Carter, Account Manager, BaM o Craig Moore, Creative Director, BaM o Lindsay Bayne, Account Director, BaM; K-Catch by Firstborn & McGarry Bowen for Kraft Foods: Lunchables with Smoothie Kabbobles
Don’t play with your food, we have been told since childhood. Who better to turn the adage on its head than Kraft, which advertises its Lunchables series by virtualizing food play via cell phone and Web. The K-Catch puzzle game uses a smartphone as the controller of a browser-based puzzler. The game is a real challenge that also communicates brand ideas in a fun way. The mobile-to-web technology foreshadows many eventual uses for synchronizing across screens and conceivably turning any surface into a gaming event.
Credits: Firstborn McGarry Bowen; Drink Good. Do Good. by OMD for Naked Juice
Sponsoring playable items is a tried and true in-game ad tactic. But giving those items real meaning, social importance and a deeper branding message is a heavier lift. OMD and Naked Juice invited Farmville 2 players to invert the model and give up some of their grown crops in a virtual food drive to raise awareness of “food deserts,” communities and neighborhoods that don’t have access to fresh fruits and vegetables. The virtual drive matched Naked Juice’s real world donation to communities. And users got to donate through 99-cent purchases of virtual spinach seed. Over $57,000 was raised, as was awareness of the issue and the brand. The campaign was dead-on in aligning media to goals and aligning people with a cause.
Credits: Brenden Schaefer, Senior Brand Manager, Naked Juice Chris Blumberg, Associate Director ZeroCode, OMD Dario Raciti, Director ZeroCode, OMD Bryan Master, Group Account Director, OMD Jesse Anderson, Digital Strategist, OMD Jenna Vaccariello, Digital Supervisor, OMD Marcella Heemsen, Digital Assistant Strategist, OMD Erin Hauck, Associate Director, OMD Rob Antona, Account Executive, Zynga Joelle Hadaya, Account Manager, Zynga

Video: Campaign: Lay’s® Do Us A Flavor by Deep Focus for Lay’s®

In the hunt for a new chip flavor, Lay's wanted to double its record 3.8 million Do Us A Flavor submissions it received last year. In partnership with Deep Focus, Lay's broadened their social outreach beyond Facebook to YouTube, Pinterest, Instagram and Twitter. Lay's and Deep Focus channeled the century-old marketing technique of the jingle and ended up with a YouTube video watched over 12 million times. Once submissions started rolling in Lay's replied to those who submitted with "insta-jingles" by jumping into relevant Twitter conversations, delivering the first ever customized micro jingles created on a bespoke basis — tailored to each tweet. All 1:1 insta-jingle custom videos, published on YouTube and shared via Twitter, had a 100% retweet rate, reaching a total audience of 3MM. With an integrated effort, the goal of doubling submissions was attained in less than 4 weeks, then tripled before the 12 week submission period ended, totaling over 14MM submissions.
Affiliated Agency: Agencies: eBBDO, OMD Worldwide, Ketchum, The Marketing Arm. Production company: Head Gear Animation. Recording Studio: The Lodge.
Credits: Alex Grybauskas, Video Editor Ashley Tyra, Copywriter Christina Cooksey, Director Moment Studio Dana Nichomoff, Account Director Franklin DeFelice, Senior Communications Manager Jennifer Shieh, Project Director Josh Sachs, Sr Motion Designer Michelle Rowley, Associate Director Planning Ken Kraemer, ECD Matt Steinwald, Creative Director Renan McFarland, Designer Ron Lent, Creative Director; Fonepad Is Calling by Intel & Asus for Intel & Asus

Asus & Intel aimed to create far reaching consumer awareness and engagement of the Asus Fonepad with Intel Inside® franchise. To do this, they created FONEPAD IS CALLING, a digital branded entertainment video developed to serve as the centerpiece to the global campaign of the same name celebrating the launch of the Asus Fonepad 7 and the Asus Fonepad Note 6 with Intel Inside. The video has been promoted in over 16 countries, formally translated into 14 languages, and reached the campaign target of 5MM views on its main YouTube placement by the end of the campaign (in market November 2013 -March 2014). Since, it has reached nearly 11MM views on YouTube alone.
Affiliated Agency: fuseproject (Creative Develpment & Production), Zenith Optimedia (Media Plan)
Credits: Vidhya Ravi, Global Campaign Director, Intel Christina Ching, APJ Campaign Director, Intel Wally Yang, Product Manager, Asus Anne Yao, Marketing Communications Manager, Asus Ryan Baker, Partner Marketing Director, Intel Melissa Guthrie, Account Director, fuseproject Tamina Plum, Account Director, Zenith Optimedia London; Madden 25 by Heat for EA SPORTS

Madden 25 was faced with the challenge of being released for the Playstation 3 and Xbox 360 with next-gen consoles (Playstation 4 and Xbox One) on the near horizon. The challenge here was to sell the game to current owners of "this-gen" models who were about to purchase the next-gen versions just months away. These next-gen models would have their own newer versions of Madden 25 that could be played on them. Madden 25 partnered with Heat to face this challenge. Its campaign was geared toward gamers beating their arch rivals and featured high end content including two of the top rival quarterbacks in the now very competitive and high-profile NFC West. The videos were picked up by television and online publications across the country. The campaign was an immediate success, helping generate sales of over a million units in Madden 25’s first week of launch. Seven weeks after launch, Madden NFL 25 sold 1.9 million copies, and sales were up 5% year over year and 6% higher than forecasted – all while industry sales were down 23%.
Credits: Client: EA SPORTS Carolyn Feinstein, SVP of Global Consumer Marketing Senior Director of Advertising and Media: Dana Marineau Director of Advertising and Media: Dustin Shekell EA SPORTS Content Producer: Larre Sterling Agency: Heat Executive Creative Director: Steve Stone Creative Directors: Warren Cockrel, Anna Rowland Director of Strategy: Scott Redick Senior Art Director: Mark Potoka Senior Copywriter: Ben Salsky Content Producer: Mark Rasoul President: John Elder Account Director: Eddie Garabedian Account Manager: Bryant Marcia Senior Strategist: Daniel Teng

Video: Single Execution: Ribbon Bomb by Beeby Clark+Meyler for Schick Intuition

Beeby Clark+Meyler went to YouTube star Brittani Louise Taylor to create a memorable music video for Schick's latest razor. Rather than "yarn bombing," the agency created what it calls "ribbon bombing," putting ribbons on everything, as a way to promote the product's feature--ribbons of visible moisture. Within two weeks, the video received 114,000 views. The average viewer watches the video for 2:01 of its 2:41 run, and the rate of views continues to rise since launch.
Credits: Tom Beeby - Principal, Executive Creative Director, Beeby Clark + Meyler Al Cadena - Senior Account Director, Beeby Clark + Meyler Brittani Louise Taylor: Writer/Producer; Test Drive 2 by OMD for Pepsi Max

Racing champion Jeff Gordon teamed up with Pepsi MAX in a video to pull off a prank on an unsuspecting automotive journalist who had questioned the authenticity of the original Test Drive, creating a massive debate over the authenticity of the content. Reigniting the conversation, OMD created Test Drive 2 by taking a prank/candid camera-style video of the sports icon in disguise. The video's view count soared to 5.8 million in less than 48 hours, and organically trended on Twitter and Facebook within a few hours.
Credits: Bryan Master/Group Account Director/OMD Erin Hauck/Associate Director/OMD Jenna Vaccariello/Supervisor/OMD Jon Kaiser/Global Digital Director/OMD Lou Arbetter/Director, Pepsi MAX Brand Building; Shoo’s Bird’s Eye View by Mediahub/Mullen for JetBlue Airways

The pigeon became JetBlue's icon in its latest campaign and first Web series, "Shoo's Bird’s-Eye View," a fun and entertaining series of videos. Through the point of view of the pigeon
narrator, Shoo, the campaign highlighted humanity's quirks that people simply accept. Weekly episodes were featured across the Funny or Die platform, video advertising, and paid social channels. The campaign had 9 million video views across owned, earned and paid channels. The campaign had completion rates of more than 90% within paid media and Facebook engagement rates of more than 5%.
Credits: Keith Lusby, SVP, Group Media Director, Mediahub/Mullen Jade Watts, VP, Group Digital Media Director, Mediahub/Mullen Rachel Allen, Associate Digital Director, Mediahub/Mullen Caroline Caterine, Sr. Digital Media Planner, Mediahub/Mullen Hannah Moore, Account Supervisor, Mullen Molly Barag, Sr. Account Executive, Mullen Kim Ryan, Sr. Digital Producer, Mullen Marty St. George, SVP, Marketing & Commercial Strategy, JetBlue Airways Lisa Borromeo, Director, Advertising & Brand, JetBlue Airways

Video: Video Appearing in a Banner, Expandable Banner or Interstitial: El Juego Bonito by Undertone for DISH Network

To boost sign-ups around the World Cup, the DishLATINO turned to Undertone to create the digital component for its “Juego Bonito” campaign. A secondary goal was to increase awareness of the Dish Network’s Hopper feature, which allows viewers to interact with content in multiple ways. To boost futbol fever, Undertone used its PageGrabber takeover unit to deliver Brazil-themed images and videos highlighting features of its Hopper offering. The ad drew a 7.5% click-through rate.
Affiliated Agency: Havas Media
Credits: Shaina Kaye, Account Executive at Undertone Audrey Dormanen, Senior Sales Director at Undertone Katherine Lacy, Senior Client Services Manager at Undertone; Gillette Fusion ProGlide by Mixpo & Triad Retail Media for Gillette

Everyone knows the competition between razor makers Gillette and Schick is cutthroat. To gain an edge, Gillette partnered with Walmart to use the retail giant’s e-commerce ad units to showcase its Fusion ProGlide razor. Video in the ad highlights the razor’s eye-catching FlexBall technology, promising a closer shave. The campaign overall had a 2.77% view rate, and a 40% click-to-view rate for the video, well above the 12.6% benchmark.
Affiliated Agency: SaatchiX
Credits: • Katherine Foust, Client Services Manager & Team Lead, Mixpo • Zach Prescott, Account Manager, Mixpo • Katie Ruiz, Client Services Coordinator, Mixpo • Elise DeAmbrosio, Technical Account Manager, Mixpo • Arian Gibson, Director Custom Solutions, Mixpo • Joan Jarden, Director of Sales, Mixpo • Jason Florence, Software Developer, Mixpo • Asia Comeau, Senior Flash Developer, Mixpo • Team from Triad Retail Media (Waiting for names) • Team from SaatchiX (Waiting for names); eLoan by Sentient Interactive for eLoan

E-Loan’s name neatly sums up what the company does. That doesn’t mean it doesn’t need it doesn’t need further promotion. To that end, E-Loan and Sentient Interactive created a 30-second Web spot with companion banner aimed to increase awareness and driving more traffic to its Web site. The commercial appearing on YouTube and ELoan.com features winsome animation and copy to attract new customers with an aspirational message instead of the hard sell.
Credits: Anne Mandell - Account Director

Viral Campaign: Test Drive 2 by OMD for Pepsi Max

This is classic. Want a truly viral video? Play a prank on somebody. Pepsi Max went to a car dealership where a disguised Jeff Gordon, professional car racer, took an unsuspecting car salesman on the test drive of his life. This produced millions of views, literally, overnight. What’s next? The conversations about whether it was real or fake not only generated buzz, but inspired OMD to play a prank on the most outspoken disbeliever Travis, the automotive journalist, thus creating another buzz-worthy and bluntly hilarious content.
Credits: Bryan Master/Group Account Director/OMD Erin Hauck/Associate Director/OMD Jenna Vaccariello/Supervisor/OMD Jon Kaiser/Global Digital Director/OMD Lou Arbetter/Director, Pepsi MAX Brand Building; Conan, Ice Cube and Kevin Hart: Ride Along through Hollywood by Turner Entertainment Networks for Universal Studios – Ride Along

Here a great viral campaign recipe served by Turner Entertainment Networks. Come with a prank, triple that with Conan, Ice Cube and Kevin Hart, some candid cameras let them be ridiculously silly while going on a ride with an unsuspecting cab driver. The segment promoting the release of a new movie “Ride Along” aired on CONAN and was released on TeamCoco and YouTube, subsequently amplified through social media, gaining millions of views and becoming #1 opening weekend on YouTube. And, by the way, did you know Conan can beatbox?
Credits: Entrant Company: Turner Entertainment Networks Agency: Conaco (specify other company credits + functional role. Media? Production? Client? 20 functional choies). CREDIT LIST: Universal/Ride Along; Conan, Kevin Hart & Ice Cube Promotion on TBS • Turner Integrated Marketing: o Development: Jennifer Cohen o Execution: Bianca Swartz • Universal Pictures: Annah Zafrani / Melisa Blatt o Account Executive: Jeff Wosleger / Geoff Robison • Conaco: o Host / Executive Producer: Conan O'Brien o Executive Producer: Jeff Ross o Executive Producer: John Wooden o Head Writer: Mike Sweeney o Producer: Aaron Bleyaert o Producer: Tim Campbell o Director of Integrated Marketing and Sponsorships; World's Toughest Job by Mediahub/Mullen for American Greetings

It seems that Mediahub/Mullen has found a unique approach to create branded content for American Greeting that helped them build a stronger tie with their consumers. The emotional video for the social spaced entitled “World’s Toughest Job” was created to celebrate moms in the most unexpected way, basically by recognizing their heroism. They conducted a “fake” job interview describing the challenges that all mothers face on a daily basis. The great content itself, coupled with a smart social media strategy, PR outreach and paid media support not only made it a successful campaign, but turned #worldstoughtestjob into more of a cultural event.
Credits: Rebekah Pagis, SVP, Group Account Director, Mullen Jonathan Ruby, VP, Creative Director, Mullen Kazi Ahmed, VP, Group Digital Media Director, Mediahub/Mullen Erica Motyl, Associate Digital Media Director, Mediahub/Mullen Jessica Conway, Digital Media Planner, Mediahub/Mullen Mark Wenneker, Chief Creative Officer, Mullen Tim Vaccarino, Executive Creative Director, Mullen Dave Weist, Executive Creative Director, Mullen Andrea Mileskiewicz, Associate Creative Director/Copy, Mullen Blake Winfree, Associate Creative Director/Art, Mullen

Web Site Excellence

Automotive: Project Rushmore by SapientNitro for Harley-Davidson
The work done on Project Rushmore takes a storytelling approach, with full screen interactive video, to help modernize a 110-year-old American classic brand. Fans and the fantasy of the open road are celebrated in six and a half minutes of interactive video. The site uses the video as a space for user connectivity and exploration. Users are allowed to seamlessly jump in and out of the video experience to discover new product features, or to immerse themselves in the dream of life on the road.
Credits: Worldwide Chief Creative Officer Gaston Legorburu Chief Creative Officer Gary Koepke Creative Director Ryan Hryciuk Howard Goldkrand Associate Creative Director Phil Bonnell Strategy Howard Goldkrand Copywriter Jim Nelson Art Director Ryan Hryciuk Matt Rennick Designer Trish Lamana VP Business Lead Michael Shostak Account Director Lydia Powell Project Manager Jan Kanhai Technical Director Sean Burke-Gaffney Information Architect Vixay Sengphaseuth Senior Interactive Developer Zoltan Hawryluk Dimitri Bombine Dave Jackson; 2014 Nitto Tire Website by Nitto Tire U.S.A. Inc. for Nitto Tire U.S.A. Inc.
Nitto Tire U.S.A. Inc. launched an all-new website due to the change in consumers’ behavior, as more and more traffic to their site was coming from mobile devices and tablets. The top priority became creating a responsive design through a combination of Foundation, highly customized JavaScript, and browser detection libraries. Product landing pages on the new website features a layout that is designed to help consumers find the right tire for their needs. To do this, user-generated product reviews are integrated into every product page. In addition, new large-format, 180-degree and 360-degree product rotations in a responsive 3-D image rotator, allows the consumer to see sidewall and tread designs in better detail.
Affiliated Agency: Cie Studios
Credits: Tomo Mizutani, President of Toyo Tire Holdings of America, Gloria Miyamoto, Manager, Brand Publishing for Nitto Tire and Stephen Leu, Asst. Manager, Brand Publishing for Nitto Tire.; http://www.mitsubishicars.com by Mitsubishi Motors & iCrossing for Mitsubishi Motors
With younger car buyers in mind, Mitsubishi asked iCrossing to help reinvigorate their online identity. As mobile use continues to skyrocket, the creation of a responsive site design site was top priority. The site was built with iCrossing's proprietary "Responsive Plus" Design methodology, which uses a combination of front-end and server-side technologies to customize the site's content, features and functionality, and optimize the performance based on their device. The site also features the Build & Price tool, allowing consumers to view their local dealers' inventory to find the car that meets their desired specifications. Just 3 months after going live, Mitsubishi’s sales have seen record sales increases of 57% - far above the 6% lift for the industry.
Credits: Mitsubishi Motors team iCrossing team: Regan Swegle, Account Director Carla Rosenquist, Director, Delivery Management Shiva Vannavada, VP, Technology Services Andrew Schmeling, VP, Executive Creative Director Chris Gatewood, VP, Executive Creative Director Lincoln Graham, Director, Strategy Anuradha Sachdev, Director, Information Architecture Russel Tokar, Art Director David Shuff, Post-Production Supervisor Matt O'Dowd, Associate Creative Director Michael Furth, Sr. Copywriter

Blogs: Digital Rx Blog by Klick Health for Klick Health

A medical site that you don’t need a medical dictionary to understand. Extensive, yet approachable, Klick Health—through its Digital RX Blog— publishes stories and updates on health and related fields. It may not be where you go when you get a cold, but it’s where you head when you want to find out why there’s no cure yet.
Credits: Brad Einarsen—Director of Digital Insights; Real Time With Bill Maher Blog by HBO for HBO
HBO’s “Real Time with Bill Maher” has kept many of us sane, both comedically and politically, whether he’s railing on how worthless college is to New Rules. This blog allows you to catch up on the rants and insights the other six days of the week. His 1-million months views is proof that’s as it should be.
Credits: Adam Dubov, Exec. Producer, Creative Director; Michael Gluckstadt, Editor; Miles Leicher; Chris Peditto, Producer; Making Game of Thrones Blog by HBO for HBO
Game of Thrones fans — this is where you go to review, preview, marvel, complain, and discover the “how” of the show’s brilliance — your one-stop Game of Thrones shop. The HBO blog talks to the cast, crew, and creators; there are videos, posts, galleries, gifs, and a place to win show swag. Plus, a nightly quiz, so you can obsess about knowing all things GOT.
Credits: Creative Director: Adam Dubov Editorial Director: Kevin Pearce Editors: Lily Oei, Katie Lucas Designers: Jake Taylor, Lynn Kim, Horatio Baltz, Dan Filipe, Paolo Simeti Producers: Annmarie Nye, Emily Bales

Business-to-Business Campaigns: www.cardlytics.com by Cardlytics for How Card-Linked Marketing Works for Advertisers
The Card-Linked Marketing (CLM) website uses video features to tell an engaging visual story— introducing a highly technical new form of marketing to a non-technical audience—breaking down exactly how CLM works, and how it can help marketers reach their business goals. Segments with hand-illustrated characters demonstrate the process from a consumer and business/marketer perspective – making the subject matter fun and the platform appealing. 48% of viewers have watched one of the videos to completion!
Affiliated Agency: Brand Culture
Credits: Kasey Byrne, CMO; Paul Burke, Brand Culture; Jon Huston, Brand Culture; www.univision.net by Ready Set Rocket for Univision Communications Inc
The Univision corporate site was relaunched with a focus on providing a B2B audience with press information, sales opportunities and thought leadership pieces on the Hispanic Opportunity. The site features ambient video and striking imagery as a key design element, utilizing Univision’s corporate portfolio of media assets to position the brand and elevate the site aesthetic. he site’s platform focuses on scalability, allowing custom pages and content to be created and launched quickly; proving to be very useful for the deployment of press releases and clips during the World Cup. The most robust change was to the Hispanic Research section, which now highlights key categories of auto, healthcare, movies, restaurants and return on influence. We’d say the launch was a success — traffic is up 50% and organic traffic is up 168% from last year.
Affiliated Agency: Ready Set Rocket
Credits: Richard Zuluaga, Publisher, Brand Development, UCI Jennifer Weeks, Senior Manager, Brand Development, UCI Amy Caplan, VP Ad Sales Marketing, UCI Mariela Azcuy, Senior Director, Ad Sales Marketing, UCI Jenna Silver, Director, Ad Sales Marketing, UCI Rosemary Mercedes, VP Corporate & Digital Communications, UCI Chris Allieri, Director, Digital Communications, UCI Paola Hernandes, Manager, Corporate Communications, UCI; www.ddr.com by The Richards Group for DDR Corp.
The objective for DDR Corp’s new website was to be visually stunning and unique within the real estate investment trust industry, while providing a platform to tell the brand’s story in an informative and engaging way. The approach for the $6 billion publicly traded real estate investment trust (REIT) was a modern and progressive design allowing users to discover content organically; providing a framework for thought leadership content and ongoing content marketing initiatives. Technology and infrastructure solutions integration include: •Refinery CMS •Adobe Analytics •Right Intel •AddThis •Twitter •YouTube and Vimeo •Salesforce.com •NASDAQ OMX. The six-month site revamp has seen a 39% increase in total traffic and a 22% increase in new visits.
Affiliated Agency: Click Here Labs- Production Company
Credits: Dave Perry, DDR Corp., Senior Director of Digital Strategy and Analytics Alyssa Mowery, DDR Corp., Digital Content Specialist James Hering, The Richards Group, Brand Management, Principal Brian Nadurak, The Richards Group, Brand Creative John Keehler, The Richards Group, Digital Strategy Jeff Cummings, The Richards Group, Brand Management Kristin Carden, The Richards Group, Brand Management Alan Morkovsky, Click Here Labs, Project Manager Steve Terjeson, Click Here Labs, Digital Analyst Brian Edgin, Click Here Labs, User Experience Roddy McGinnis, Click Here Labs, Quality Control Christopher Gaspard, Click Here Labs, Quality Control Brad Foster, Click Here Labs, Quality Control Jake Graham, Click Here Labs, Quality Control Joe Jansen, Click Here Labs, Proofer Jason Mallott, Click Here Labs, Developer Susan Berry, Click Here Labs, Developer Meredith Ford, Click Here Labs, Developer Fernando Aleman, Click Here Labs, Developer Sean Eshbaugh, Click Here Labs, Developer

Best Relaunch of Causes/Charity/Non-Profit Organization Website: http://heforshe.org/ by Publicis Hawkeye for UN Women

The women's rights campaign HeForShe features men who are calling for other men to to discuss women's empowerment. A video at HeForShe.org features celebrities like Patrick Stewart and Matt Damon, exhorting people to promote gender equality. “Domestic violence continues to be a massive, unspoken of problem, problem around the world of course,” Stewart says in his appearance in the clip. The clip urges men to record a video of themselves speaking about women's equality and upload it to YouTube, or to tweet for gender equality using the hashtag #HeForShe.
Affiliated Agency: Republic Edit Dallas , Editorial Company
Credits: Executive Creative Director, Brad Roseberry Creative Director – Natalie Lavery Copywriter – Jacob Latchem Art Director – Alex Pierce and Joshua Tovar Producer – Lori Wallace and Desiree Townsend  Web Developer – Alex Pierce, Eric Taylor, Dennis Covington and Jason Awbrey  Designer – Alex Pierce and Joshua Tovar Account Directors – Susan Scott and Whitney Sprague  Broadcast Editor – Andy McGee  Broadcast Producer – Jacklyn Sandoval Roman; Blight Authority: Changing Blight to Bright by SapientNitro for The Blight Authority

The Blight Authority campaign, which asks for donations to help remove abandoned buildings in Detroit, focuses on the organization's efforts to “change blight to bright.” The campaign incorporates a new logo, based off of the Spirit of Detroit statue in the middle of the city. A website that defines blight -- and how to remove it -- urges people to make personal donations. So far, more than 700 lots have been cleared in Detroit, and the program has expanded into additional Michigan cities.
Credits: Worldwide Chief Creative Officer - Gaston Legorburu, SapientNitro Executive Creative Director – John Carstens, SapientNitro Concept Lead—Gerard Blanton, SapientNitro Business Lead — Tara deBoer, SapientNitro Art Director – Suzanne Winn, SapientNitro Designer – Kelsey Eaton, SapientNitro Copywriter – Rob Neveau, SapientNitro Lead Technology Expert –Matt Trueblood, SapientNitro; http://helpsfhomeless.org/ by Heat for Episcopal Community Services

The “Homeless, Not Hopeless” campaign, aimed at educating people about Episcopal Community Services and also raising donations for the organization, resulted in a 195% increase in the number of new donors from private sources. The new microsite, helpsfhomeless.org, garners twice as much traffic as the 30-year-old nonprofit's original site. The microsite was mentioned in an article in The San Francisco Chronicle, which helped draw attention to the organization's work.
Credits: Executive Creative Director: Steve Stone President: John Elder Creative Director: Mark Lawson Senior Art Director: Naomi Duckworth Writer: JP LeRoux Account Manager: Megan Robershotte Film/Edit: Phil Velasco Content Producer: Andrew Lovold

Entertainment: Games/Music/Movies: www.gamerevolution.com by GameRevolution for CraveOnline Media's GameRevolution

GameRevolution is a one-stop-shop for news, cheats, reviews, original videos, community forums and peeks at upcoming games. Like the ultimate holiday destination, the site appears to be all things to all gamers. That explains its drawing power, attracting over 4.5 million unique visitors and 48 million page views in the U.S. Advertisers can even make their marketing messages part of the user experience. A devout gamer himself, Robin Williams named his daughter Zelda after a video game character.
Credits: Anthony Severino – Managing Editor, GameRevolution John Keefer – Vice President and General Manager of CraveOnline Media; Metro City State: http://www.metrocitystate.com/edu/ by Woven Digital for Sony Pictures / 22 Jump Street

It’s not the Ivies, but if beer and stupid spell college, this Bud’s for you. For “22 Jump Street” fans, Metro City State is a fake university transformed into a real one online. Pushing the film’s opening, the comedy site offered pieces on college life, summer vacas and bromances. Plus, the chance for a 22 Jump Street Raid Party hosted by theChive, which drew 12,000 school submissions. The 5.3 million views for the site helped Sony pull in $57 million opening weekend.
Affiliated Agency: Universal McCann, agency of record for Sony Pictures
Credits: Woven: Benjamin Blank, Chief Creative Officer; Joshua Feldman, VP of Technology; Albert Briggs, Account Executive; Laura Grifka, Account Manager; Michael McComb, Creative Director; Eric Armas, Lead Engineer Advertising Technologies Kaila Mulcahy, Production Coordinator

Universal McCann: Sarah Budhiman, Sr. Media Planner Tiffany Marsolek, Media Supervisor Turner Hoenig, Asst. Media Planner Robert Czechowicz, Creative Producer Shahaab Quraishi, Sr. Producer Sony Pictures: Worldwide Digital Marketing Team; Deborah Gaudette, SVP Group Partner, Portfolio Management; Yvonne Abt, VP Partner, Portfolio Management; Erica Lee, Associate Media Director, Digital; The Giver by Project C for The Weinstein Co / The Giver Movie

The movie site hopes to thrust users into the world of “The Giver,” a dystopian universe where emotions and memory are outlawed. Users are virtually placed to become The Receiver, which allows them to communicate with The Giver, or in this case, its star, Jeff Bridges. Answer correctly and he’ll share memory transfers — love, excitement, etc. — with you, turning a black-and-white world into a color one. Kodak would love it. There is even a custom Facebook, so users can share personal photo galleries of a more nuanced world.
Credits: - John Christiano Creative Director Project C -Bladimiar Norman Senior Vice President, Marketing The Weinstein Company / Dimension Films

Entertainment: Batesmotel.com by A&E Television Networks for A&E Television Networks

For Season 2 of A&E’s Bates Motel, the network, hoping to increase anticipation, (as if that were needed) launched a new version of the Bates Motel website (including a Twitter module) with 12 rooms — huh, huh, get it? — and allowed viewers to access all of them, using their phone or mouse as flashlight to travel around dark rooms, easter eggs such as old photographs so they could be scared on all devices, which the more than 1-million of them apparently did … willingly.
Credits: Guy Slattery, EVP Marketing Kevin Weist, SVP Brand Creative Meghan Kirsch, VP Brand Creative Marissa Grasso, Senior Producer Brand Creative Jonathan Davis, Senior Writer Producer Sean Feeney, Producer Sarah Freed, Specialist Brand Creative Michael Alfieri, Coordinator Brand Creative Agency: The Visionaire Group; http://www.crackle.com/c/comedians-in-cars-getting-coffee by Crackle for Crackle

Comedians in cars getting coffee, Jerry Seinfeld, the funniest comedians in America, and a website. What more is there to life? Here, you can view past shows, see what’s coming, get alerts, hear the jokes (and pass them off as your own) and if you’re at all human, pretend you’re right there in the car with them. Comes with a watchlist, a share button, and, of course, Seinfeld, which is really all you need anyway.
Credits: Jerry Seinfeld, Executive Producer - Comedians in Cars Getting Coffe Eric Berger - Sony Executive Vice President, Digital Networks/Crackle GM; Comedy Central Website by Comedy Central with Isobar for Comedy Central

Comedy. It’s not just for TV anymore. Comedy Central’s website, cc.com, was redesigned so fans could get it on their phones, tablets, computers, significant other’s foreheads (okay, that last part, not so much). Viewers can now watch full-episodes with the ease of of a single clock. Sharing is built right-in and if you still like comedy the old-fashioned way, in front of the TV, the site helps you there, too. Let the frivolity begin.
Affiliated Agency: Isobar
Credits: • Chris Hogue, VP Client Partner, Isobar • Adam Jackson, Creative Director, Isobar • Rob Bigwood, Associate Creative Director, Isobar • Carson Beyl, Visual Designer, Isobar • Vincent Au, User Experience Lead, Isobar • Steve Grimes - SVP Multiplatform Strategy & Development, Comedy Central • Ben Hurst - VP Mobile & Emerging Platforms, Viacom Entertainment Group • Chris Scarlata - VP, Design, Comedy Central • Marc Ache - SVP Digital Technology,Viacom Entertainment Group • Vincenza Pizzo - SVP Product Development and User Experience, Viacom Entertainment Group • Jon Magliola – Senior Director, User Experience Lead, Comedy Central • Nisha Purohit – Director Product Development, Viacom Entertainment Group • Andrew Pettit - Senior Manager Product Development, Viacom Entertainment Group • Elizabeth Steinberg – Director Multiplatform Programming, Comedy Central • Rachel Maceiras – VP Multiplatform Production, Comedy Central • Mary Phillips-Sandy – Managing Editor Multiplatform, Comedy Central • Renee Valdez – Producer, Comedy Central • Mark Gallay – Senior Director Video Technology, Comedy Central

Family/Parenting/Women's Interests: www.momtastic.com by Momtastic.com for TotallyHer Media's Momtastic.com
Being a mother is tough; however, they are not alone. Momtastic.com brings mothers together, providing relatable content and a community for mothers to interact and offer advice and support. Momtastic covers a range of categories including pregnancy, food, style, shopping, and entertainment. The website’s design is clean and user-friendly, featuring a section with their Pinterest board highlighting useful pins for mothers.
Credits: Rebecca Schmitt – Vice President and General Manager of TotallyHer Media Heather Morgan Shott – Editor at Large, Momtastic Cathy Schroeckenstein – Managing Editor, Momtastic; families.naeyc.org by NAEYC for NAEYC
NAEYC For Families promotes excellence in early childhood education by providing all the vital tools for supporting a child’s every-day learning. These tools include informative articles on a wide range of topics such as Child Development, Reading, Writing, Music, Math and more. The quality content of these articles have been widely shared on social media, helping the site reach new visitors and gaining a steady number of 8,000-10,000 visitors a week.
Credits: Susan Friedman, Executive Editor, Digital Content, NAEYC; Georgi-Ann Clarke, Digital Copy & Production Editor, NAEYC; Victoria Moy, Designer, Digital Products NAEYC; www.sheknows.com by SheKnows Media for SheKnows Media
Sheknows.com is a rapidly growing community for women, offering daily advice and content about everything from NFL-inspired baby names and DIY metallic tattoos to expert tips for thrift store home décor. The website’s design portrays a clean Mondrian-type layout with tasteful shades of pink and gold. The large and bold section headers create easy navigation and a minimalistic quality. In 2014, SheKnows acquired fashion and beauty experts from StyleCaster Media Group to attract fashion-conscious female Millennials.
Credits: Philippe Guelton, CEO, SheKnows Media Samantha Skey, CRO, SheKnows Media Lea Ann Leming, Chief Content Officer, SheKnows Media Doug Ferguson, VP, Product & Design, SheKnows Media Jennifer Gaonach, VP of Marketing, SheKnows Media

Website: Fashion/Beauty/Cosmetics: www.thefashionspot.com/ by theFashionSpot.com for TotallyHer Media's theFashionSpot.com
The 13-year-old theFashionSpot.com, which launched as a private community of designers, stylists and fashionistas, has grown to a full-fledged fashion editorial site boasting almost 2.5 million unique visitors, including 70,000 invitation-only members. Part of Evolve Media's TotallyHer, the site attracts advertisers like Lexus, Sally Hansen, Macy’s, Tresemme, Anne Klein, P&G, Kraft, Coach and Revlon. Editorial content covers a broad array of fashion-related topics, ranging from critiques of celebrity red-carpet fashion to tips about how to pull off the latest trends.
Credits: Rebecca Schmitt Jennifer Davidson; Formula X Website by Duncan/Channon for Sephora/Formula X
Formula X's site offers a social network for young people who want to show off their manicures. The site lets users search by color, effects, editor’s picks, popularity and more. Users can post pictures of their own nails or things that inspire their nail art. Users also can follow others, seek advice, and shop. To jump-start awareness, Formula X lacquer was delivered to influential and socially active nail artists. The website traffic, participation and sales exceeded the three-month goal within the first week.
Credits: Michael Lemme (Executive Creative Director) Andrea Bozeman (Creative Director) Tiffany Pan (Art Director) Jessea Hankins (Copywriter) Jake Palu (Designer) Jackie Brito (Senior Producer) Jamie Katz (Account Director) Kate van Bronkhorst (Account Supervisor) Propeople (Development Team); http://www.sunglasshut.com/m20/us/ by Sunglass Hut for Brand
After the Sunglass Hut noticed that almost 40% of traffic to its site was coming from mobile devices, the company redesigned its site with an eye toward improving the mobile experience. The new site includes ratings and reviews, feature and fit, and multi-product views. New features include “Most recently viewed” and a crowdsourced “Hottest Products”. Users can now checkout in just 5 steps, down from 10 in the old version of the site.
Affiliated Agency: Critical Mass (Design Agency)
Credits: Edward Kummer - SVP Global Ecommerce Shannon Rose - Director of Ecommerce Adam Eshman - Manager, Mobile Strategy and MCommerce Jon Baker -Senior Manager IT Will Taylor - Manager Design and Experience Geoff Beers - SEO Ecommerce Specialist Catherine Andersen - Manager, Ecommerce Merchandising Katie Cozad - Project Mgmt

Financial Services/Banking/Investments: makeyourmoneymatter.org by Firstborn for PSCU
This campaign for the credit union services organization PSCU aimed to highlight the differences between credit unions and big banks. The initiative — aimed at Millennials — involved creating the site MYMM.org (Make Your Money Matter), which uses interactive scrolling to explain about credit unions and encourage Millennials to choose one over their bank. The campaign, which ran in 8 local markets, drove 65,000 visitors to MYMM.org.
Credits: Firstborn; Canada Pension Plan Investment Board Website Redesign by SapientNitro for Canada Pension Plan Investment Board
The Canadian Pension Plan Investment Board redesigned its site to more accurately reflect its brand and culture, while also offering a window into the company. The new site allows visitors to explore the organization, learn of its story, and read bios of the management team. Visitors can get information about the CPPIB's performance -- including financial results and sustainability reports -- projected growth, and strategy.
Credits: Gaston Legorburu: Worldwide Chief Creative Officer Anamika Dahiya: Track Lead Interactive Development Cameron Kowalchuk: HTML & Flash dev for Flipbooks Daniel L Lubetsky: SEO/Analytics Team Lead Eric Mok: Designer Jennifer G Hodroge: Content Strategist #2 Jon D Day: Account Lead; Client relationship Leta A Vaitonis: PM Noah A Pan: IA – Mobile Oxana Hickok: BA- Mobile Requirement Defintion Peter German: Analyst Marketing Analytics Prasoon Shukla: PM Rajeev K Wali: Track Lead - CQ dev Rizwan Dar: Content Matrix Coordinator Sandra L Richard: Content Strat #1 + Author Training Sanjeev Gosain: On-shore Tech Lead Sean Feeney: Design Lead Stephanie Moore: PM Tomas Roldan: Information Architect Venkata Narayana Rao Kandula: Associate Technology L1 Wai-Shan Lau-Baker: BA - Req Definition; UAT Coord Hubert Lai: Account Lead; Client relationship Sam Braid: BA - Requirements Definition Hardik Shah: BA - support; CQ SME Phil Lam: Interactive Developer Sanjeev Kalwar: Architect - Adobe CQ; https://www.forethought.com/simplyspeakingss/ by Sentient Interactive for Forethought
This site aims to help consumers understand Social Security's role in their retirement strategies. The online educational resource is aimed at consumers approaching retirement age as well as professionals who need to educate clients. The microsite offers information about when to apply for Social Security, whether benefits are taxable, whether spouses can qualify for benefits based on their partners' employment history, and how a financial adviser can help people plan for Social Security.
Credits: David Manevitz - Account Director

Food/Beverage: Kozyshack.com by Colle+McVoy for Kozy Shack

Not since Bill Cosby has anyone made a big enough deal about pudding. It’s not just the ingredients—well, okay, that’s exactly what it is, but Kozy Shack pudding comes complete with recipes, tasty facts, and, believe it or not, pudding wisdom and a brief discourse of how pudding saved the world (yeah, me, neither). Nevertheless, people are pudding starved; according to the site’s 326% increase in visits. It’s not your father’s pudding pops.
Credits: Mike Caguin, Chief Creative Officer, Colle+McVoy Derek Till, Group Creative Director, Colle+McVoy Erik Kvalseth, Associate Creative Director/Copywriter, Colle+McVoy Ned Munson, Senior Art Director, Colle+McVoy Roven Bashier, Senior Interactive Designer, Colle+McVoy Michelle Cherland, Senior Copywriter, Colle+McVoy Eric Skaare, Studio Manager, Colle+McVoy Phil Kjelland, Senior Production Artist, Colle+McVoy Kelly Silbernagel, Print Producer, Colle+McVoy Chris Peters, Art Buyer, Colle+McVoy Stephanie Terhaar, Senior Interactive Producer, Colle+McVoy Angie Miller, Senior Project Manager, Colle+McVoy Colleen Mulheran, Project Manager Intern, Colle+McVoy Rob Hagemann, Account Director, Colle+McVoy Drew Shaman, Account Director, Colle+McVoy Allison O’Keefe, Account Supervisor, Colle+McVoy Paula Weisenbeck, Account Supervisor, Colle+McVoy Angie Grossman, Business Manager, Colle+McVoy Bernice Neumann, Practice Leader, Exponent PR Cassie D’Kae, Senior Account Executive, Exponent PR Macemon Photography (photographed food) Stephanie Rau, Photographer, Rau Barber (photographed grandma); Président Cheese's The Art of Cheese by Huge for Lactalis
Cheese. It’s an art form, you rubes. Enter Lactalis, Europe’s leading cheese-maker. With a goal to make their products a natural choice for cheese-loving customers, they created recipes, blogs, and great photos. From that, a new online content platform on the Art of Cheese was formed, and a campaign illuminating the culinary artistry of Brie, Camembert, and other Président Cheese products you’ll have trouble pronouncing, so you know it’s good.
Credits: Emil Lanne, Creative Director, Huge Courtney Scott, Senior Planner, Huge Kendall Reyes, Engagement Manager, Huge Sam Schoenholtz, Project Manager, Huge Ben Arno, VP Client Services, Huge Ashley Mann, Production Designer, Huge Geoff Roecker, Copywriter, Huge Ross Proulx, Visual Designer, Huge Alyssa Galella, Director of Earned Media, Huge Jen Tank, Associate Creative Director; http://www.cornerbakerycafe.com/ by Rockfish for Corner Bakery Cafe

So when does a corner bakery want to stop being just a corner bakery? Well, when it’s Corner Bakery Cafe and it wants to double its US presence. So it asked Rockfish to come up with a site that would be—wait for it—appetizing. Marrying nutrition, menu and ordering information into a single interactive view, guests can make informed decisions quickly. Now with a calorie count that adds how fattening everything is. Lovely.
Credits: Will provide if named finalist

Health/Wellness Website: http://www.banfield.com/ by Rockfish for Banfield Pet Hospital
With the understanding of the special bond between pets and pet-owners, Banfield Pet Hospital wanted to create the ultimate destination for your pet care needs. Banfield’s website offers advice on preventive pet health care, resources for veterinary professionals, and information on Optimum Wellness Plan options. Banfield’s website is dynamic, user-friendly and colorful (not that your dog will notice). With the release of the Banfield Pet Health Tracker App, pet owners can easily access their pet’s medical records at any time, make appointments, and locate hospitals, all on the go.
Credits: Will provide if named finalist; https://www.azblue.com/ by EXTRACTABLE for BCBSAZ
The redesign of Blue Cross Blue Shield of Arizona’s website has resolved the problem that unfortunately, many healthcare websites have—an overflow of content and difficult navigation. With the wide range of visitors, BCBSAZ has divided its pages into sections—Individuals and Families, Seniors, Employers, Brokers and Consultants, and Healthcare Professionals-- to fit the needs of all site visitors.
Credits: Scott Briskman, Chief Creative Officer; livalorx.com by Sentient Interactive for Kowa Pharmaceuticals
A challenge that many pharmaceutical websites have is translating a lot of important medical information for consumers to easily absorb. Livalo’s changes that by focusing on the site’s layout and how the information is displayed. With a story-like feel, each scroll down is accompanied by colorful graphs, large type, and animated imagery to maintain the viewer’s interest.
Credits: Tricia Lagan- Account Director

House/Home Campaign: http://www.trex.com/ by Cuker Interactive for Trex

Trex, the wood-alternative decking and railing company, offers its customers a highly comprehensive website experience. From “Inspiration Gallery” and “Designer Portfolios” to DIY videos and the Trex Blog. The innovative site offers a deal of value to deck-building newbies and wannabes alike. The “Visualizer” tool leaves you absolutely convinced that you’re playing the Sims while planning the design of your future deck. And yes, there is an iPad app too. And it’s free!
Credits: The entire Cuker team.; http://www.eldoradostone.com/ by Cuker Interactive for Eldorado Stone

Eldorado Stone, the manufacturer of architectural stone veneer, boasts a website with an immersive and interactive user experience. With tools like “Design Your Space” and “Idea Box”, you can get lost for hours, browsing and planning your dream place with fantasy interior and the perfect fireplace. Photo AND video galleries provide inspiration and immersive user experience; augmented by the means of social media like Pinterest, Houzze, and YouTube.
Credits: The entire Cuker team.; Simmons Beautyrest Website by kbs+ for Simmons Bedding Co./Beautyrest

The Beautyrest’s website strikes an ideal balance of simplicity and dynamism. The digestible bits of content served on an easy-to-navigate website provides the superior user experience. The sleek, elegant website features light and airy layout, and a comprehensive color pattern across its pages, conveying what the brand essentially is about – luxury and smart sleep technology. The Beautyrest’s cohesive storytelling reflected on its website demonstrates that the company is entirely clear about the audience it is communicating with and the manner in which it does it.
Credits: Ed Brojerdi, President & Co-Chief Creative Officer, kbs+ Izzy DeBellis, Co-Chief Creative Officer, kbs+ Angela Denise, Creative Director, kbs+ Andreas Baumert, Associate Creative Director, kbs+ Hilary Hudgins, Director of Copy, Digital, kbs+ Jonathan Serrano, Senior Designer, kbs+ Tim Austin, Junior Art Director, kbs+ Julie Grates, Senior Copywriter, kbs+ Kaity Wong, Junior Copywriter, kbs+ Jonah Bloom, Chief Strategy Officer, kbs+ Zack Cohn, Brand Strategist, kbs+ Jason Flynn, Senior Content & Social Strategist, kbs+ Christina Batalkina, Content & Social Strategist, kbs+ Jeff Willard, Executive Vice President of Marketing, Simmons Bedding Co. Nick Jezarian, Senior Director, Media and Digital Marketing, Simmons Bedding Co. Michelle Montgomery, Vice President, Marketing Communications, Simmons Bedding Co. Matt Schachte, Creative Director, Simmons Bedding Co. Matt Powell, Chief Information Officer, kbs+ Spies & Assassins Mike Dory, Executive Director of Technology, kbs+ Spies & Assassins April Ayala, Executive Director of Technical Production, kbs+ Spies & Assassins Ali Cole, Associate Director of Technical Project Management, kbs+ Spies & Assassins Taylor Billotte, Digital Producer, kbs+ Spies & Assassins Beatriz Trujillo, Digital Producer, kbs+ Spies & Assassins Chris Gsell, Director of Product, kbs+ Spies & Assassins John Sockwell, Product Architect, kbs+ Spies & Assassins Jed McClure, Director of UX, kbs+ Spies & Assassins Andrea Dulko, UX Lead, kbs+ Spies & Assassins Jennifer Weng, UX Designer, kbs+ Spies & Assassins Joshua Leeder, Associate Director of Technology, kbs+ Spies & Assassins Jeff Gray, Associate Director of Technology, kbs+ Spies & Assassins Glenn Siegman, Senior Platform Developer, kbs+ Spies & Assassins Mike Reed, Senior Platform Developer, kbs+ Spies & Assassins Chris Alden, Senior UI Developer, kbs+ Spies & Assassins Scott Nash, Senior Front-End Architect, kbs+ Spies & Assassins Tara Mondella, Manager of Quality Assurance, kbs+ Spies & Assassins Bill Grogan, President, Business Leadership, kbs+ Hollie Doran, Account Director, kbs+ Marco Muñoz, Account Executive, kbs+

News/Politics/Reference/Education Website: www.nyc.gov by Huge for The City of New York

New York— If you can make it here, you’ll make it anywhere. Part of survival means navigating its options. That’s where the clean, unifying and redesigned website, nyc.gov, can help. Serving 35 million unique visitors per year, it’s a resource for everything from services to jobs to events. The easy search experience, with crisper graphics and smart organization, also enhances the way City Hall communicates with its citizens. In a city that never sleeps, digital savvy means New Yorkers find answers 24/7.
Credits: Andrea Mitchell, Project Manager, Department of Information Technology and Telecommunications Rahul N Merchant, NYC Chief Information and Innovation Officer/Commissioner, Department of Information Technology and Telecommunications Steven Bezman, Assistant Commissioner of Strategic Initiatives and Enterprise Applications, Department of Information Technology and Telecommunications Prince Gupta, Director of Enterprise Application Development, Department of Information Technology and Telecommunications Christopher James, CMS Development Manager, Department of Information Technology and Telecommunications Christopher Long, Assistant Commissioner, Web & New Media Operations, Department of Information Technology and Telecommunications Dominic P. Berg, Assistant Commissioner, Project Services, Department of Information Technology and Telecommunications Michelle Coke, Director, Application Maintenance & Support, Department of Information Technology and Telecommunications Gregory Dvorkin, Director of Quality Assurance, Department of Information Technology and Telecommunications Lois Last, User Experience Design Manager, Department of Information Technology and Telecommunications Rachel Sterne Haot, Chief Digital Officer, City of New York Lara Bashkoff, Managing Director, Huge Ana Breton, Engagement Manager, Huge Katie Morris, Project Manager, Huge Seth Weisfeld, Creative Director, Huge Badrul Rupak, Visual Designer, Huge Doug Richard, Visual Designer, Huge Michal Pasternak, Chief Experience Officer, Huge Luis Cabezas, Experience Lead, Huge Jay Barbarich, Interaction Designer, Huge Lukas Mairl, Development Lead, Huge Amanda Chessa, Research Lead, Huge Patrick Strange, Content Strategy Lead, Huge; Cleanipedia: Free Reference Material for Solving Cleaning Tasks Around the World by Mavens of London for Cleanipedia a Unilever Brand

Clean freaks of the world unite! Cast off your dirty chains! Mavens of London, a research and marketing agency, re-launched the Cleanipedia site for Unilever to attract more visitors. Zeroing in on users’ intentions and a fine-tuned approach to the right keywords and advice, Mavens created 600+ new pieces of SEO optimized content, moving beyond the UK to incorporate six other countries and languages. Scrubbing away the past, Cleanipedia cleaned up nice: 12 content categories, each with a how-to page. So far,1.7 million consumers got a fresh start.
Affiliated Agency: Architect, Web Build
Credits: Richard Cronan, Head of Client Services, Mavens of London Claudia O'Shea, Head of Content & SEO Services, Mavens of London Lauren McDermott, Client Services Manager, Mavens of London Leon Baker, Senior Consultant, Mavens of London James Campbell, Consultant, Mavens of London Rik Strubel, Global Brand Director, Cleanipedia at Unilever Aalap Sharma, Senior Global Brand Manager, Household Care, Cleanipedia at Unilever Hannah Bradshaw, Global Assistant Brand Manager, Cleanipedia at Unilever Claudia Cruz, Digital Marketing Global Planning Manager, Unilever Andrea Airoldi, Global Media Manager, Unilever Claire Fletcher, Client Services Director, Architect Thomas Edwards, Lead Developer, Architect Jack O'Connell, Developer, Architect; http://natgeo.petsmart.com/), by PetSmart & iCrossing for PetSmart

Forget the family dog. For those who prefer specialty pets, such as tetra fish or bearded dragons, it pays to know the cuisine and habitat these exotics enjoy. PetSmart and NatGeo teamed up to launch a product line. But to bring it to life, they debuted an interactive microsite. Blending animation and responsive design, visitors “virtually met” animals such as Syrian hamsters and chameleons, learned about behavior and care and other fun facts. The site drove engagement from an educative and marketing standpoint.
Credits: PetSmart creative team iCrossing creative team

Website; Retail/Restaurants: http://www.ripcurl.com by Cuker Interactive for Rip Curl

The Rip Curl website showcases functionality and aesthetics—a combination any ecommerce site could wish for. It goes beyond sportswear, swimsuits and watches, depicting strong lifestyle imagery to capture the global prestige and technical superiority the brand has among the international surf community. Ripcurl.com leverages online communities by featuring social media, blog, and an events calendar. There’s even place for a quirky feature called “Swimsuit Selector”, which helps you choose that perfect piece by sorting through variables like season, zip (chest or back), performance, and other.
Credits: The entire Cuker team.; https://www.rhcontemporaryart.com by Huge for Restoration Hardware
Laconic. Aesthetically pleasing. Graceful. The first seconds of your encounter with the website will leave you thinking you’re looking at a private art collector’s website. The site incorporates beautiful imagery that is diverse in its nature, yet cohesive in style across pages. Functionality-wise, products are streamlined by a rigid system into a catalogue that helps find a specific item in a matter of seconds. Ultimately, one could compare the RH website to roman architecture with its practical character, restless energy and organizational mindset of its creators.
Credits: Jessica Bauer-Greene, Creative Director, Huge Jessica L'Esperance, VP of UX, Huge Kim Tran, Project Manager, Huge Chris Stetson, VP of Technology, Huge Nicole Berman, Visual Designer, Huge Drew Robinson, Front End Lead, Huge Nick Esquerra, Front End Development, Huge Vincent Ramos, Front End Development, Huge Holly Baxter, Vice President, RH Contemporary Art Emily Reaman, Senior Public Relations Leader, Restoration Hardware; http://www.kringlecandle.com/ by Digital Surgeons for Kringle Candle
How do you experience scent without being able to physically smell it? While working on Kringle’s new website, Digital Surgeons have placed a heavy emphasis on color palettes, photography and messaging to convey the scents to online visitors. The combination of images, product details and descriptions of fragrance notes enhances the online shopping experience, encouraging its potential customers to purchase candles and fragrances via the website.
Credits: Digital Surgeons: Peter Sena - Founder, ECD David Salinas - CEO Rob Kurfehs - Creative Director BJ Kito - VP, Business Development Heather Huffnagle - Director of Account Services Tami Gomez - Executive Producer Chris Dwyer - Project Manager Matt Pringle - Senior Designer Adam Chambers - Lead Developer Adam Soffer - Developer Dan Saksa - Developer Craig Keller - Developer Dan Mooney - Developer Hannah Pieragostini - Designer Maelina Frattaroli - Senior Copywriter Chris LaRoche - Copywriter Hannah Pieragostini - Designer

Sports: wwenetwork.com by WWE for WWE

For fans of professional wrestling, the WWE Network is the holy grail. With both a 24/7 daily programming slate and access to more than 2,000 hours of old broadcasts and events, the streaming-only service offers live pay-per-views, original programming and archival material alike. Throw in a simple user interface and well-honed search function, and the WWE Network sets the bar high for all such similar on-demand ventures. Up next: another 40,000 hours of digitized content from the WWE, WCW and ECW archives.
Credits: Rob Bernstein - VP, Editorial Director of Digital Media Joe Lalley - VP, Digital Products and Operations; http://www.drewleague.com/ by space150 for Nike

Few summer basketball leagues generate as much fan enthusiasm as The Drew League. The problem? Its games aren't televised and only so many people can attend in person. To accommodate fans, title sponsor Nike created a mobile-first site with Game Day (live scoring and a curated social feed) and non-Game Day (content relating to culture and athleticism) states. The Game Day material in particular has resonated with Drew League fans — who, per Nike research, are "social power users."
Credits: Creative Director: Brian Ritchie Exec. Creative Director: Ollie Bauer Account Director: Erinn Farrell Strategy Director: Ned Lampert Chief Technology Officer: Marc Jensen VP Engineering: James Squires Front End Engineer: Mike Kennedy Research Software Engineer: Eric Skogen Quality Assurance: Chris Goldammer, Scott Wolf; Inside HBO Boxing by HBO for HBO

Inside HBO Boxing arrived with a lofty goal in mind: to extend the impact of the network's boxing cards beyond the broadcast. Over the last year, the site upped both the volume and depth of its content. For the June 7 fight between Miguel Cotto and Sergio Martinez, the site featured the expected preview, but also English- and Spanish-language profiles of both fighters, quick-hit videos shot during fight week and sit-downs with both trainers. Each fighter was also showcased in a "Greatest Hits" — pun intended — video.
Credits: Michael Gluckstadt, Editor; Frank Della Femina, Producer; Paolo Simeti, Sr. Designer; Horatio Baltz, Designer; Kieran Mulvaney, Writer; Eric Raskin, Writer

Technology Services Websites: The WiFi-Denti-Fier by Firstborn for Time Warner Cable

Time Warner Cable set out to give their brand a more human touch with their campaign "The WiFi-Denti-Fier." The campaign answers customers' main question of "why is my internet so slow?" As opposed to supplying the user with a data-centric bandwidth calculator, TWC provided users with a light-hearted, interactive browser experience that helps people find the Internet plan best suited to their/their family's needs. Users enter custom info and the WiFi-Denti-Fier does the rest. Using original 3D characters and animations (that were conceived, created and developed in-house), the experience creates a personalized plan recommendation. The site works on tablet and mobile as well, so users can connect on any device.
Credits: Firstborn; www.tripadvisor.com by TripAdvisor.com for TripAdvisor

With nearly 280 million unique monthly visitors and more than 170 million reviews and opinions, TripAdvisor has taken on the task of expanding its global footprint by launching localized versions of the site in Austria, South Africa, Philippines, New Zealand, Vietnam, Israel, Finland, Hungary, and Czech Republic. The site now operates in 43 countries with localized content in 26 languages. TripAdvisor has increased scale and freshness of content across all versions of the website. Travelers can also visit the TripAdvisor forums, which enable members to ask for and share their opinions, advice and experiences in interactive discussions with the TripAdvisor community.
Credits: TripAdvisor.com; www.tapshield.com by Bayshore Solutions for TapShield

TapShield set out to create a responsive website that was both sleek and visually enticing. The site prominently features case examples and headline scenarios to explain the technology's benefits and entice interest by both end users and the organizations that implement and connect to the application services. Further insights are presented via video introductions and testimonials, whitepapers, as well as industry and media accolades. The calls to action utilize online chat functionality, phone contact numbers, demo request options and links to TapShield's mobile safety blog.
Credits: Bayshore Solutions Digital Agency Team

Travel/Tourism: morganshotelgroup.com by Firstborn for Morgan's Hotel Group

Staying at a hotel does not only mean sleep, it can also represent an extraordinary experience. The Morgan's Hotel Group website design portrays just that. Like an interactive magazine, the website has video stories, an interactive map to guide customers on things to do in the city, and luscious imagery of what to expect during a stay. With a reservation form locked onto every page, booking a room cannot be any easier.
Credits: Firstborn; www.biltmore.com by The Richards Group for Biltmore

Ever wonder what America's biggest house looks like? Plan a visit to the Biltmore Estate in North Carolina or simply visit their redesigned website, featuring breathtaking imagery and classy country design. To keep site visitors engaged, information was edited, consolidated and then replaced with eye-catching visuals and videos. The result is a light and easily-navigable website for site visitors to reserve a room, book an estate tour, plan a winery visit, or even a wedding.
Affiliated Agency: Click Here Labs- Production Company
Credits: Brian Nadurak, The Richards Group, Brand Creative Group Head David Eastman, The Richards Group, Brand Creative Group Head Luis Acevedo, The Richards Group, Brand Creative/Art Director Rob VanGorden, The Richards Group, Brand Management/Principal; Carolers by R&R Partners for Las Vegas Convention and Visitors Authority

There is a lot to look at in Las Vegas, and lots to look forward to after visiting LasVegas.com.The website allows interested Vegas visitors to easily book hotels or vacation packages and check in on events and activities in Sin City. A convenient search form on every page allows prospective tourists to quickly book their Vegas trip. Offering a visitor's guide and advice on Vegas basics, LasVegas.com is the only resource you need before making the memories that stay in Vegas.
Affiliated Agency: N/A
Credits: -Fletcher Whitwell – Sr. VP Media & Measurement -Chris Evans – Group Media Director -Megan Estrada – Digital Media Director -Lindsey Patterson – Associate Media Director -Brandi Skrtich – Media Supervisor -Kris Cichoski – Sr. Digital Media Planner/Buyer -Rob Dondero – Executive VP -Arnie DiGeorge – Executive Creative Director -Justin Gilbert- Marketing Analytics Director -Trisha Stecker- Sr. Digital Media Planner/Buyer -Mark Sundermeier- Marketing- ROI Analyst -Shane Haririan- Digital Media Planner/Buyer -James Esco- Media Planner/Buyer -Natasha Panjwani- Media Planner/Buyer -Matt Mason- VP of Engagement -Tom Dietz- Account Direction- Public Relations

Youth: happyfuel.me by The Cementbloc for Happy Fuel

Happy Fuel began as an iPhone app that gave users a place to share pics, music, videos and thoughts on what makes them happy. It has since become a full-fledged online social network for sharing and viewing happy content. The dashboard can be sorted in various ways allowing for content discovery from outside of a user's network and, of course, for promoting happiness.
Credits: Elizabeth Elfenbein-Founder/Partner (The Cementbloc) Juan Gallardo-Creative Director (The Cementbloc) Steve Walsh-ACD Copy (The Cementbloc) Jess Lam-ACD Digital (The Cementbloc) Dominic Poon-User Experience (The Cementbloc); LEGO Minifigure Family by Isobar for The LEGO Group

The Minifigure Family experience lets users create customized holiday cards featuring Minifigure versions of their own families, including the family cat or dog! Reinforcing that LEGO.com is a safe place for kids and families. On the site, users can easily share their personalized holiday cards online and in social media or save and print them as high-resolution cards. The card creation tool lives at LEGO.com where users have easy access to all of the videos and games there. The campaign was the #1 driver of traffic to LEGO.com from all social sites, where 60% of visitors were new and spent 17+ minutes on the site.
Credits: Isobar Creative Director - Andrew Morse Isobar Account Director - Jen Poirier Isobar Associate Creative Director - Bob Goeldner Isobar Art Director - Darren Bourque Isobar Account Manager - Allison DeBaere Isobar Senior Designer - Sarah Merlin Isobar User Experience Designer - Astrid Chow Isobar Interactive Developer - Matthew Rainsford Isobar Producer - Erica Hara Isobar Strategy - Jon Gaffney Isobar Strategy - Bryan Maleszyk LEGO Michael Pratt LEGO Casey Blossom LEGO Dan Eveleigh LEGO Michael McNally LEGO Dennis Bjorn Peterson LEGO Henrik Daae; www.smosh.com by DEFY Media for SMOSH

SMOSH is a powerhouse comedy brand that is more popular than Jennifer Lawrence and Leonard DiCaprio (according to Variety). The recently redesigned website has a heavy emphasis on video content and integrated content from brands under the SMOSH.com umbrella. The new site features a clean and easy to navigate layout that is rich in color and filled with articles and videos that are just screaming to be clicked.
Credits: Ian Hecox Anthony Padilla Barry Blumberg Ryan Todd Brendan Bergen

2014 Finalists

Integrated Online Campaign

Online Advertising Creativity

Web Site Excellence