MediaPost - OMMA Awards

Integrated Online Campaign

Activism/Public Service: Non-Profit: TRUTH - LEFT SWIPE DAT by MEDIA ASSEMBLY for AMERICAN LEGACY FOUNDATION
Truth made a commanding connection among teens between smoking and negative perceptions/ loss of social status. Drawing from a study which revealed that smoker profiles result in twice as many left swipes (rejections), the music video "Left Swipe Dat" became the cornerstone of the campaign, with social integrations, a Grammys spot and a mobile YouTube takeover. The video garnered 39 million views, and during the Grammys, #leftswipedat trended #1 twice on Twitter, inspiring and motivating teens to swipe left to reject smoking.
Affiliated Agency: 72ANDSUNNY - Creative Agency; KETCHUM - PR Agency; DNA - Production Company
Credits: Jeff Brooks, Media Assembly, Chief Commerical Officer Bill Bayer, Media Assembly, SVP, Integrated Communications Group Director Alicia Bachardy, Media Assembly, VP, Integrated Communications Director Aric Linkins, Media Assembly, Integrated Communications Associate Alexandra Mancall, Media Assembly, Integrated Communications Associate Katie Hathaway, Media Assembly, Integrated Communications Assistant Catherine Warburton, Media Assembly, Chief Investment Officer Linda Platt, Media Assembly, SVP, Group Director, National Video Investment Nicole Rosaperez, Media Assembly, Supervisor, National Video Investment Amy Sanjanwala, Media Assembly, Negotiator, National Video Investment Alan Smith, Media Assembly, Chief Digital Officer Phil Sloan, Media Assembly, SVP, Interactive Marketing; Athena "Party Pink" Campaign by Lighthouse Marketing for DS Services/Athena® Water
Lighthouse worked with Amy Grant, her exclusive breast cancer survivors’ song, “Welcome Yourself”, and the American Cancer Society partnership to amplify national awareness for the Athena Water. Lighthouse created “Party Pink”, a real-time social event with multiple online integrations. The integrated online campaign reached almost 4.5 million Twitter users and drove engagement and support through social posts, a sponsored tweet, a landing page, and display advertising. “Party Pink” raised $25,000 in 3 days to the American Cancer Society.
Affiliated Agency: Vert, a digital marketing agency specializing in mobile and social experiences. Hammond Studios, filmmaker and videographer for the video shoot. J Productions, production and post-production house.
Credits: Marina White, Account Manager, Lighthouse Kimberly Klamon, Account Coordinator, Lighthouse Derek Haller, Interactive Creative Director, Lighthouse Jessy Hugus, Sr. Art Director, Lighthouse Dan Martin, Director of Creative Services, Lighthouse Suzanne Rigdon, Digital Producer, Lighthouse Michael Lentz, Principal, Emerging Media, Vert Matt Griffin, Principal, Creative Technology, Vert Kelsey Agnew, Content Marketing Supervisor, Vert Edwin Hammond, Videographer, Hammond Studios James Wesner, Director and Video/Audio Editor, J Productions; #LikeAGirl by Starcom MediaVest Group for P&G Always
#LikeAGirl campaign's powerful message inspired confidence and empowerment, sparking a social movement .The video, created by Starcom MediaVestGroup, explored what it means to do things "like a girl." The storytelling and message were amplified through YouTube, social channels and search. The campaign gained massive momentum with a Super Bowl spot. #LikeAGirl generated 76 million+ views across 150 countries and 4.5 billion+ earned impressions, and generated 99% positive sentiment.
Affiliated Agency: Leo Burnett, MSL Group
Credits: -

Apparel/Fashion: Merrell TrailScape by Trilia/Hill Holliday for Merrell
Merrill re-launched its “Capra” to a young audience as passionate about of cultural events as they are of the outdoors. Trillia/Hill Holliday created a two-week integrated brand experience at Sundance Film Festival bringing these two passions together. A branded storefront, the Merrell TrailScape, hosted a virtual reality hike. Partnering with Wenner Media created many events inside the storefront including celebrity interviews and an invite-only concert. Takeovers on Wenner Media titles extended the experience. An in-book event recap ran in Rolling Stone. Brand consideration among these “Experience Collectors” rose 45%.
Credits: Trilia/Hill Holliday: Katie Thompson - VP, Group Media Director Liane Nadeau - Media Supervisor Elizabeth Dunbar - Integrated Media Planner; Life's S.o.R.a.d by AwesomenessTV for Kohl’s
Kohl’s asked AwesomenessTV to help launch the new junior fashion brand, S.o R.a.d. for back to school 2014. The result, a custom digital video series called “Life’s S.o R.a.d,” starred six social media influencers whose video blogs about beauty and fashion have attracted 18.5 million followers. The campaign also included AwesomenessTV series integrations, pre-roll ads, and a Tumblr partnership incorporating the “buy” button. To date these “Life’s S.o. R.a.d.” videos have been viewed over 25 million times on YouTube, for a total of 121 million social impressions.
Credits: Executive Producers: Katy Chen James Wong Producers: Emily Hecht Casey Fenton Director: Jason Perlman Costume Designer: Cathy Crandall Production Designer: Brent Nieto Hair + Makeup: Taylor Tanaka, Andria Farrell, First AD: Casey Johnson Director of Photography: Zach Salsman Editor: Aaron Ruby Camera Op: Sevdije Kastrati Utility/Data Wrangler: Stephen Branagan Key Grip: Jeff Marlowe Bestboy Grip: Dan Prostak Sound Mixer: Luke Kelly Production Assistants: Hugo Rodriguez, Seth Wozniak Production Intern: Zachary Taylor Schmidt Set Photographer: Liza Boone; The Board by Hanson Dodge Creative for K-Swiss
K-Swiss was determined to reintroduce its brand to trendsetting, entrepreneurial millennials. Hanson Dodge Creative created the “Board,” a collective of 100 online influencers, creators and businesspeople led by electronic music pioneer Diplo. The “Board” put their own millennial followers in charge of the K-Swiss brand reinvention. Thousands of highly connected young entrepreneurs from over 115 countries applied to The Board and amplified K-Swiss' message to their followers. The campaign was covered by scores of media and helped move K-Swiss to the forefront of millennial fashion.
Affiliated Agency: Turner PR, Public Relations; Vice, Ideation and Content
Credits: Ken Hanson, Creative Director, Hanson Dodge Creative Sarah Van Elzen, Director of Social Media, Hanson Dodge Creative Dan Herwig, Creative Director, Hanson Dodge Creative Jeff Ohm, Account Supervisor, Hanson Dodge Creative LJ Safranski, Project Manager, Hanson Dodge Creative Betty Strigens, Social Media Content Strategist, Hanson Dodge Creative Joe Salvatori, Lead Developer, Hanson Dodge Creative Damian Strigens, Art Director, Hanson Dodge Creative Ethan Koehler, Web Strategist, Hanson Dodge Creative Ponara Eng, Web Strategist, Hanson Dodge Creative Jillian Turbessi, Designer, Hanson Dodge Creative Ilya Slootsky, Designer, Hanson Dodge Creative Joel Richter, Director of Design Support, Hanson Dodge Creative Jeremy Schmidt, Copywriter, Hanson Dodge Creative Kevin McGeen, Production Artist, Hanson Dodge Creative Cesar Gomez, Social Media Community Manager, Hanson Dodge Creative Barney Waters, Chief Marketing Officer, K-Swiss Global Brands Ashley Girard, Sr. Director Global Marketing & eCommerce, K-Swiss Global Brands Nicole Henderson, Global Marketing Manager, K-Swiss Global Brands Mary Gaughan, Lifestyle Marketing Manager, K-Swiss Rikki Lee Thiel, Marketing Operations Manager, K-Swiss Global Brands

Automotive: 2015 Toyota Camry Launch Campaign by Outsell and Saatchi & Saatchi for Toyota North America
Toyota’s goal was to sell-down the 2014 Camry and launch the 2015 model, one that went against type: edgier, racier, and with more attention to design and cool features. Outsell and Saatchi & Saatchi achieved these goals using sophisticated data-driven behavioral targeting primarily for email and microsites. First came the sell-down of the late model car with a dealer and direct marketing effort. An innovative and engaging email campaign and microsite followed for the 2015 Camry, bringing both head and heart into the purchase decision
Affiliated Agency: Saatchi & Saatchi NYC
Credits: Saatchi & Saatchi President: Brand DuBose Executive Creative Director: Mark Reichard Management Supervisor: Nicole Kittner Creative Strategy: Rohini Vedant Creative Direction: Rohini Vedant Co-Creative Direction: Brian Riemer Copywriting: Adam Rajanen Art Direction: Gaurav Panchal Project Management: Alexa Milliman Outsell Insights Manager / Strategy & Optimization: Craig Vore Front End Coder: Heather Elliott Front End Coder: Ryan Linn Digital Coordinator: Amy Van Schepen Senior Account Manager: Natalia Melendez; Firestone Destination Country Launch by Optimedia for Firestone Brand/Firestone Complete Auto Care Centers
Firestone saw an opportunity through the connection of racing and country music to become the Official Tire of Country Music. Optimedia’s successful “Destination Country “campaign leveraged relevant placements in broadcast, print, digital, retail, social and PR, dramatically increasing awareness and brand engagement. Major elements were integration with CMT Crossroads (a TV series featuring country stars), the Country Award broadcasts, and teaming up with IndyCar to engage Country listeners to win a trip to the Firestone Legends Day Concert & the Indy500 race.
Affiliated Agency: Leo Burnett, Ignition One, Razorfish, GS&F, Lagardere
Credits: Amber Holm, Firestone Elizabeth Lewis, Firestone Mark Dickens, Firestone Meegan Flanigan, Optimedia Nicole Giglio, Optimedia Alexis Ramos, Optimedia Jeannette Krueger, Optimedia Stephen Dauwalter, Ignition One Andrew Melone, Leo Burnett Mark Burgess, Leo Burnett; Diaries of a Globetrotter by One Solution for Nissan
One Solution used custom dynamic content modules, video posts and powerful vignettes to successfully communicate Nissan as the brand for African American consumers to drive comfortably, safely and with “Innovation that Excites”. The vignettes starred comedian Lena Waithe, TV personality Ebony Steele and VP of Combs Enterprises Ericka Pittman. Each vignette featured one of these key influencers driving a Nissan to explore some of the best-kept secrets in key travel destinations.
Credits: Detavio Samuels, President/Executive Producer Katina Lee-Miller, Producer/Senior Director of Integrated Marketing

Beauty/Cosmetics: Campaign: Love Your Curls by Unilever for Dove Hair
Unilever continues its “learn to love yourself” message with the launch of Dove’s Quench Absolute and “Love Your Curls” campaign. The campaign built a scalable video/digital strategy, syndicating an emotionally powerful short film showing young curly girls talking about why they don’t like their hair, culminating with a celebration of natural beauty. Women were encouraged to share how much they #LoveYourCurls and every story would serve as inspiration for a children’s e-book.
Affiliated Agency: Edelman (PR), VaynerMedia (Social), Ogilvy Paris (creative agency), Epsilon (Digital creative/e-book development)
Credits: Brian Kennedy, Brand Manager (Dove Haircare) Christine Lamson, Managing Director (Mindshare) Karen Garzio, Director (Mindshare) Meredith Mercil, Associate Director Digital Investments (Mindshare) Kaitlyn Rich, Manager Digital Investments (Mindshare) Lauren Seigel, Director (Mindshare); Barber In A Box by Schwarzkopf Professional for Schwarzkopf Professional
Using delightfully over-the-top videos, Schwarzkopf Professional made up for its small size with big laughs, positioning Canadian barber Matty Conrad as its grooming guru, equal parts James Bond and Ron Burgundy. Messaging about the “Barber In A Box” product was aimed at stylists and salon owners, but reached consumers, too, with each channel driving traffic back to a single landing page. QR codes kept engagement with stylists going, even after purchase.
Affiliated Agency: Jeff Gentner Productions (Strategy), Beach House PR (PR & Social), DM2 (Social), Hawke Media (Social)
Credits: Jeff Gentner & Sonya Latreille; See the Real Me by UM/J3 for Johnson & Johnsons/Clean & Clear
CLEAN & CLEAR® had lost brand relevance with teen girls. Getting back into their social circle meant a dramatic rethink of their message. UM/J3 saw the way into their hearts was to help them gain self-confidence. The “See The Real Me” campaign included a direct appeal to millions of girls wanting to be seen, but fearing being judged. The extensive collection of YouTube videos highlights real girls, including some famous ones, as they journey from fear to courage across multiple social platforms.
Affiliated Agency: Generate (Production Partner), Philymack (Production Partner), DDB (Contributing Agency), Rpr (Contributing Agency), Razorfish (Contributing Agency)
Credits: Brendan Gaul, EVP, Global Creative Director/Head of UM/J3 Studios, J3 Studios Ashley Foster, VP, Group Partner, J3 Studios Brett Henenberg, VP Group Partner, Supervising Producer, J3 Studios Carrie Rossman, Associate Creative Director, J3 Studios Joy Jones, Manager, Activation, J3 Studios Kerry Landolfe, Senior Associate, Activation, J3 Studios Erin Quintana, EVP, Client Managing Partner, J3 Lisa Beshara, VP, Group Partner, Integrated Planning, J3 Amy Pascal, Digital Marketing Strategic Director, J&J Cyrille Labourel, Senior Brand Manager, J&J Vivian Nasamu-Odior, Brand Manager, J&J Alexandra Garvey, Social Media Manger, J&J Kathleen Decker, Marketing Director, GFO , J&J Jeff Smith, President, North America Skincare, J&J Lori Deo, Vice President, Marketing, CPC Beauty, J&J Kacey Dreby, Group Brand Director, J&J Sameer Agarwal, Marketing Director, Global Equity Lead, J&J Marcia Murray, Global Creative Director, DDB Brynn Whitfield, Account Supervisor, RPR

Beverage (alcoholic): HUMAN: An UPROXX Original Series, In Partnership with Coors Banquet by Woven Digital and MillerCoors for MillerCoors, Coors Banquet
Sometimes all it takes is a simple concept. To bolster the brand bona fides of Coors Banquet beer, MillerCoors and Woven Digital took to pop-culture site Uproxx for “Human,” a series celebrating American craftspeople and artisans. Right from the start, the five-video series connected with viewers: The first two episodes, featuring old-school watchmakers Weiss Watches and surfboard creator Jon Wegener, together surpassed the one-million-view mark; surpassing the original goal of 750,000 for the entire series.
Affiliated Agency: Initiative -- New York
Credits: Woven Digital Benjamin Blank, Executive Producer / Creator Kevin Bjelajac, Director of Strategy Kurt Anderson, Head of Production Matt Livadary, Head of Editorial Sean Stewart, Line Producer Christoph Baaden & Bridger Nelson, Directors Joseph Torres & Wilson Stiner, Editors Coors Banquet Heather Gaspar, Brand Manager - Coors Banquet Anne Pando, Associate Brand Manager - Coors Banquet Brad Feinberg, Media Director Dan Langert, Senior Manager, Media & Digital Kelly Ellefson, Media Manager Justin Gray, Associate Media Manager Initiative: Dean Ferenec, Managing Director, Planning Dan Cohn, Client Director, Investment Lindsay Kaufman, Director, Digital Investment Tito Flores, Associate Director, Digital Investment Jaime Przekop, Director, Content Strategy Kristie Collins, Project Manager; 1800 Tequila Presents Enough Said Episodes With Michael K. Williams by The VIA Agency for Proximo Spirits
Hoping to reinvent a brand that had long relied on tough-guy tropes, 1800 Tequila turned to, well, an actor known for portraying tough guys. “Enough Said Episodes” asked Michael K. Williams (Omar on The Wire, Chalky White on Boardwalk Empire) to talk from the heart about the challenges he has encountered and his success in overcoming them. The disarming frankness of Williams’ monologues bolstered the 1800 Tequila brand as it sought to associate itself with characteristics like confidence and unpretentiousness.
Credits: CLIENT Mark Teasdale, CEO Proximo Spirits Erin chin, brand director, 1800 tequila Kyle harder, brand manager, 1800 tequila AGENCY, The VIA Agency Greg smith, director Mary hanifin, executive producer Khalid mohtaseb, director of photography Kevin Phillips, creative director Steve street, creative director Mikael Kriisa, Art Director Brett WIllis, Copywriter Barry Wolford, producer Lyndsey C. Fox, account supervisor Jason Wright, Group Strategy Director Meghan Gildart Nappi, Director of Business Affairs Production Company: Vacationland Productions Patrick Sperry, editor Amanda Newton Gray, producer Kayellen Moran, producer; CC Social Scene by Viacom Velocity for Redd's Apple Ale
While Redd’s Apple Ale didn’t exactly lack for awareness, it received a double booster shot of brand goodness via a summer-long association with Comedy Central. In “CC: Social Scene,” Comedy Central personalities (Review’s Andy Daly and Another Period’s Riki Lindhome among them) appeared in quick-hit sketches based on and around fan tweets. Ultimately the videos were viewed more than 700,000 times via Comedy Central (YouTube/website/app) and streamed nearly 1.5 million times in a traveling ad unit.
Credits:  Gary Mann, SVP Development, Comedy Central  Jordan Ellner, Senior Director, Talent, Comedy Central  Alisa Chieves, VP Video Production, Comedy Central  Matthew Klauschie, Supervising Producer, Comedy Central  Bobby Burns, Director, Post Production, Comedy Central  Jaime Justen, Designer / Animator, Comedy Central  Adam Brodie, Director  Dave Derewlany, Director  Colton Dunn, Head Writer & On-Screen Talent  Jeff Sloniker, Junior Writer  Jeff Tully, Showrunner  Al Madrigal, On-Screen Talent  Rhys Darby, On-Screen Talent  Riki Lindhome, On-Screen Talent  John Gemberling, On-Screen Talent  Nikki Glaser, On-Screen Talent  Andy Daly, On-Screen Talent  Lamorne Morris, On-Screen Talent  Warren G., On-Screen Talent  Nicole Byer, On-Screen Talent  Lee Newton, On-Screen Talent  Rene Gube, On-Screen Talent  H. Michael Croner, On-Screen Talent  Barak Hardley, On-Screen Talent  Allyn Rachel, On-Screen Talent  Whitmer Thomas, On-Screen Talent  Zeke Nicholson, On-Screen Talent  Chris Ficarra, SVP Integrated Marketing, Viacom Velocity  Andrew Sarnow, VP Integrated Marketing, Viacom Velocity  Ryan Wolf, VP Integrated Marketing, Viacom Velocity  Rebecca Karnofsky, Senior Manager Integrated Marketing, Viacom Velocity  Carly McElroy, Manager Integrated Marketing, Viacom Velocity

Beverage (non-alcoholic): Drinkable Advertising by Ogilvy New York for The Coca-Cola Company / Coke Zero
Ogilvy New York used “drinkable” advertising and disruptive sampling to get more people to try Coke Zero. Billboards dispensed it during the NCAA Hoops Finals as well as drinkable tweet, a flyer as straw, a print ad as cup, mall posters, concert screens and in-stadium video boards that turned people’s phones into digital glasses and straws. Each medium rewarded people with a free Coke Zero redeemable at designated vending machines and participating retail stores nationwide. The brand experienced the best sampling results in its history.
Credits: Advertising Agency: Ogilvy New York Chief Creative Officer: Chris Garbutt Chief Creative Officer: Corinna Falusi Creative Directors: Milton Correa, Jones Krahl Art Directors: Andreas Hoff, Milton Correa, Fabio Natan Copywriters: Jones Krahl, Carolina Saraiva President: Adam Tucker Executive Group Director: Nicole Pinochet Account Management: Marissa Guerra, Jennifer Miller, Tania Zorrilla Executive Director, Digital Production: Angela Fung Executive Producer, Digital Production: Ami Moore Executive Director, Digital Technology: Jason Wurtzel Technology Management: Jordan Saletan, Edward Szeto Software Development: Joseph Laquinte, Josh Berry, Lynn Maharas, Nathaniel Jones DevOps: Greg Jones, Brian McCarthy Quality Assurance: Raul Morales, Allison Rowley Executive Producer, NA: Patti McConnell Director, Content Production - Art: Cindy Rivet Content Producers: Jessica Fiore, Ruben Mercadal, Jenna Gartland, Marianne Waldron, Kelly Allen, Michael Freeman, Terri Dannenberg, Bianca Lau, Frank Artuso Social Content & Distribution: Adam Kornblum, Brad Wellen Planning: Colin Mitchell, Kristian Baek, Ned Sonnenschein, Megan Meza Digital Production Company: Bossa Production Company: SME Production Company: IMG Live Audio Studio: Sticky Audio Labs Audio Studio: Beacon Street Studios Audio Studio: Heard City Audio Studio: Explosion Robinson Sound Design: Junto Sounds Film Production: MJZ (Director: Irv Blitz) Film Production: Method Studios / Company 3 Film Production: Cut+Run (Editor: Joel Miller) Film Production: Picture Farm (Director: EJ McLeavey-Fisher) Film Production: Dungeon Beach Media Agency: Starcom MediaVest Group; Bring Your Own Cup Day by T3 for Slurpee
Slurpee and T3 reintroduced the frozen treat by allowing customers to fill up their own cups at participating retailers on a “BYOC” Saturday. Social media and Slurpee’s home page got the news out as well as rules/regs for the size of the cup (increasing franchisee participation). Those that sent a Snapchat photo of a cup to see if it made the cut were met with a personalized reply. The BYOC Day was the biggest day in Slurpee sales in more than four years.
Credits: Jay Suhr, Senior Vice President, Chief Creative Officer Denny Phillips, Creative Director Katie Lang, Art Director Sean Leonard, Art Director Bonnie Lenzen, Copywriter Ty Getterman, Senior Digital Artist Chris McInroy, Video Manager Bobby Strobeck, Social Media Strategist Katie Kahler, Social Media Manager Nick Tilden, Experience Designer; True Friendship by Pereira & O'Dell for Coca-Cola
Coca-Cola, along with Pereira & O'Dell, created three teen films, exploring issues such as public shaming, bullying, pregnancy, homosexuality, and, ultimately, friendship. Through various formats—TV, social media, Vine—teens were asked to explore their connections with the people around them. This “True Friendship” campaign connected the company with an important target audience, generating 90M impressions, 6.8M views, and 219K likes.
Credits: CREDITS Client: Coca-Cola Coca-Cola Latin America IMC Director LATAM: Marta Fontcuberta IMC Director: Ismael Pascual Content Excellence Director: Diego Bracamontes Coca–Cola IMC Sr. Manager: Eduardo Ruiz Coca–Cola IMC Manager: Layla del Razo Coca–Cola IMC Jr. Manager: Adriana Sahagun Coca-Cola Trademark Brand Director: José Luis Basauri Coca-Cola Brand Director: Unai Alvarez Coca-Cola Brand Manager: Valeria Lopez Coca-Cola Design Team Global Design Director: Rapha Abreu Vice President Design: James Sommerville Senior Global Design Director: Tom Farrel Global Design Project Manager: Craig Stroud Global Designer: Chrsitine M Lee Global Designer: Megan Libby Sr. Design Manager: Aidee Rodriguez Agency: Pereira & O'Dell Chief Creative Officer: PJ Pereira Executive Creative Director: Jaime Robinson Creative Directors: Rob Lambrechts, Rafael Rizuto Senior Art Director: Luke Acret Senior Copywriter: Omid Amid Senior Designer: Moses Kelany Chief Strategy Officer: Ana Cortat Strategist: Sara Lezama VP Production: Jeff Ferro Senior Film Producer: Victoria Whitlow Co-Director, Client Services: Henry Arlander Account Director: Mona Gonzalez Account Executive: Rose Valderrama Trailer, Interactive Editor: Collin Kriner Sr Production Designer: Aaron Rodriguez Vice President, Distribution: Josh Brandau Project Manager: Lauren Parker Agency marketing, PR – Molly Parsley Business Affairs Director: Russ Nadler Visual Effects: Laundry! Editing: Umlaut Films Editor: Alex Rodríguez Poster Designer: Erik Buckham Illustrator, Retoucher: Adhemas Batista Theme Music: One Direction, "Clouds" Music Supervisor: Aminé Ramer Original Score Composer: Grayson Sanders for Music Dealers

Business-to-Business Campaigns: Better Your Business by ID Media for Cox Business
Cox Business, the b2b arm of Cox Communications, wanted to take market share away from national telecom giants like Verizon and AT&T in 27 local markets. ID Media’s “Better Your Business” leveraged a combination of digital, TV, radio, live events, out-of-home, and print media. It exclusively sponsored eight local Shark Tank-like “Get Started” events. FCB developed the creative, including the lighthearted video spots taking a humorous approach to Cox Business’s effectiveness. The campaign surpassed all of its media goals.
Affiliated Agency: FCB Chicago (individuals named above)
Credits: Angie Cook SVP, Managing Director ID Media Kirk Pratt SVP, Director of Strategy ID Media Adam Gilbert Associate Director of Strategy ID Media Cary Pierce EVP, Group Management Director FCB Chicago Alex Jokanovic Management Director FCB Chicago Laura (Dugan) Sarnicola Account Director FCB Chicago; Play! by Ogilvy New York for IBM
Ogilvy’s Play! campaign showed Tumblr audiences science the way IBM inventors see it, as play. Innovative GIFs fueled The Play Machine, an amalgamation of contraptions and IBM’s latest developer tools that reengineered “Like”, “Reblog”, “Follow” and “Share” into Pops, Whacks, Prints and Spins. Anyone anywhere could trigger its playful outputs beaming 24/7 via live steam: twirling a real desk globe, making popcorn or helping the machine destroy itself. Culminating in a Reddit AMA with IBM’s own Mad Scientist John Cohn, Play! generated 17MM impressions and grew +100% followers.
Credits: Advertising Agency: Ogilvy New York Chief Creative Officer: Steve Simpson Executive Creative Director: Ryan Blank, Mike Hahn, Susan Westre Creative Director: Sam Mazur Associate Creative Director: Anne Davidson, Eddie Pak Art Director: Elli Hanson, Line Johnsen, Emily Rinehart Copywriter: Naomi Amado Digital Producer: Angela Fung, Chris Toliver, Erica Rehbock Content Producer: Leslie D'acri, Lee Weiss, Glorianne Cody, Danielle Magee, Moitri Ghosh Tech Team: Jason Wurtzel, Ian Crowley, Ahmet Arsan, Nate Jones, Sebastian Soler Strategy Team: Melissa Hochman, Scott Martinez, Stuart Tracte Account Team: Kimberly Duffy, Jeremy Kuhn, Charlotte Sng, Josh Shaner, Lindsay Jaffe Production Company: Tool of North America Interactive Producer: Aramique Krauthamer Engineer: Ranjit Bhatnagar, Jeff Crouse Producer: Nathalie Salazar, Simi Dhillon Music: Starling Music Composer: Hakim Gargoubi Contributing Artist: Adam Hayes, Al Boardman, Tracey Berglund Director: Elijah Barrett, Geoff Levy, Nathan Punwar IBM Fellow & Mad Scientist: John Cohn, Ph.D.; The UPS Small Business Trade Mission by Maxus for Business for UPS
UPS struggled to connect with overseas Small or Medium Enterprises and small/midsize U.K. companies wanted to connect with U.S. companies. Maxus for Business’ UPS Campaign combined both needs into a trade mission trip to Atlanta for 10 U.K. companies, sponsored by both UPS and U.K’s The Guardian. UPS saw a 2103% increase in traffic to the campaign hub. The project generated over 75 pieces of rich content seen by 150,000 unique users. Conversions recouped the total campaign investment.
Credits: James Bailey, Head of Maxus for Business (UK)

Best Relaunch of Causes/Charity/Non-Profit Organization Website: #RedKettleReason Holiday Giving Campaign by The Richards Group for The Salvation Army
The Salvation Army reached out to donors and supporters with their #RedKettleReason Holiday Giving campaign, asking them to share why they give to one of America’s favorite charities. Social and mobile channels were used to tell these stories and inspire others to donate. Takeovers of finance sites were timed to coincide with the season for substantial donor gifts. This campaign significantly increased both red kettle and online donations.
Credits: Jon Lee- Brand Management, Principal, The Richards Group Cassidy Moore- Brand Management, The Richards Group Abby Skubitz- Brand Management, The Richards Group Danny Bryan- Creative Director, The Richards Group Todd McArtor- Creative Director, The Richards Group Dan Case- Art Director, The Richards Group Jeff Kauffman- Brand Media, The Richards Group Jen Blohm- Brand Media, The Richards Group Caitlyn Banowsky- Brand Media, The Richards Group Megan Van Groll- Social Media, The Richards Group; Share The Sound of An AIDS Free Generation by Cornerstone for Coca-Cola
Coca-Cola, harnessing the power of music, partnered with (RED) for an innovative crowd funding campaign to raise awareness of the AIDS crisis and to inspire listeners to join efforts to stop the spread of HIV from mother to child. Nine artists including Bono, OneRepublic, and Queen created original music and video, the proceeds going to the Global Fund. The campaign featured opportunities to meet the artists. Partnerships and paid media helped drive fundraising. 1.53 billion impressions were generated in just one month.
Credits: Jon Cohen, Co-CEO, Cornerstone Jeff Tammes, Chief Creative Officer, Cornerstone; Komen 3 Day by Slingshot, LLC for Susan G. Komen
Slingshot drove awareness, interest and action to fulfill Susan G. Komen's objective of increasing new walkers to the Susan G. Komen 3-Day walk. The campaign incorporated video, streaming audio, rich media, mobile, email, paid search and broadcast. Key targeting parameters (such as geographic, lookalike/algorithmic/predictive, behavioral, contextual, demographic, TV-based, and retargeting) and pricing models (e.g., CPCV, CPE, CPC, CPM) were utilized. The campaign resulted in significant increased traffic to the website, particularly among new users.
Credits: Susan Levine-VP/Executive Creative Director, Slingshot Julie Bowman-Senior Creative Director, Slingshot Braden Bickle-Creative Director, Slingshot Julia Heath-Art Director, Slingshot Charlotte Carter-VP/Media & Communication Planning, Slingshot Lindsay London-Media Supervisor, Slingshot Lauren Melder-Media Supervisor, Slingshot MacKenzie Singer-Media Planner, Slingshot Tony Balmer-VP/Director of Account Management, Slingshot Michelle Cheney-Account Director, Slingshot Wilson Pryor-Account Supervisor, Slingshot Stephanie Halovanic-Account Coordinator, Slingshot Gina Hubsch-Project Manager, Slingshot Holly Betts-Project Manager, Slingshot Ann Vorlicky-Executive Producer, Slingshot Maddy Marziani-Junior Producer, Slingshot Marti Ewing-Production Artist, Slingshot

Consumer Packaged Goods: Email Marketing- Welcome Series Campaign by The Honest Company for Retention Science
The Honest Company worked with Retention Science, a predictive intelligence and marketing automation platform, to help turn their customer data into insights on how to connect and stay connected. This was especially crucial in converting free trial users into paying subscribers, which provided a small window of time to engage and build a relationship with the customer. As a result of this collaboration, The Honest Company saw a 130% increase in bi-annual revenue.
Credits: Jerry Jao, Retention Science; #Let'sTalkToys by Starcom MediaVest Group for Mattel
Mattel, Fisher Price and Starcom MediaVest took advantage of the power of "unboxing," to reach moms during holiday toy frenzy periods. Kids were recruited to created an “unboxing” video series, #LetsTalkToys, for 12 Mattel and Fisher-Price products. Kids were unscripted as they opened and reviewed the toys. A first-to-market, ecommerce innovation through a cross-platform retail video channel was created on Amazon. Return On Ad Spend (ROAS) and product specific ROAS was over 7x higher when both #LetsTalkToys and the mainline brand campaign was in market.
Credits: Mattel: Chris Corman, VP Sales; Jeanne Hanahan, Senior Director Media; Brian Aucoin, Manager, Digital; Jovanna Rosado, Manager, Digital Media; Hadi Abrishamchian, Customer Marketing; Herve Grison, Creative; Karin Von Kahrs, Producer. Starcom MediaVest Group: Britt Riedler, VP, Digital Director; DeAnna Davies, Associate Digital Director; Rowena Abuan, Digital Associate.; Barber In A Box by Schwarzkopf Professional for Schwarzkopf Professional
The B-to-B salon business is highly competitive. Schwarzkopf Professional, competing in the salon-exclusive battle for hair care and color share, launched "Barber In A Box." Focused on the art of men’s grooming, the key was humor and attitude. With Matty Conrad, a real men’s stylist, urban lumberjack, and influencer, the effort comprised a series of online viral videos, positioning him as the “Most Interesting Man in the World.” Highly targeted Facebook and YouTube advertising, garnered 100,000 views.
Affiliated Agency: Jeff Gentner Productions (Strategy), Beach House PR (PR & Social), DM2 (Social), Hawke Media (Social)
Credits: Jeff Gentner & Sonya Latreille

Entertainment: The Tackle by The Huffington Post for Esquire Network / Friday Night Tykes
HuffPost launched “The Tackle”, a custom content initiative exploring the influence of sports on society. Partnering with the Esquire Network's "Friday Night Tykes," The Tackle” covers everything from extreme coaching, overly competitive Little Leagues, athletes as role models, and female athletes and body image. Content was picked up across HuffPost verticals including HuffPost Women, HuffPost College and HuffPost impact, as well as HuffPost’s main social handle. An average of 1.5M monthly users visited The Tackle content, for a total of 7.6M page views.
Credits: Mohini Kundu, Senior Content Strategist, The Huffington Post Partner Studio Joe Van Brussel, The Huffington Post Partner Studio Nicole Edine, Associate Editor, The Huffington Post Partner Studio; HOW I MET YOUR MOTHER - The Prop-erty Vault by O&O for 20th Century Fox Home Entertainment
20th Century Fox Home Entertainment and O&O celebrated the end of the beloved series, “How I Met Your Mother”, by creating a HIMYM prop contest site, giving away 25 original props to devoted fans. Created on Tumblr, and honored as a Featured Site on the Tumblr blog, the site garnered more views and transactions than any other Home Entertainment TV site ever with over 310,000 views and more than 35,000 transactional click throughs.
Credits: Jenny Stiven, Producer (20th Century Fox) Jo Oskoui, Director of UX (O&O) Jessica Kim, Designer (O&O) Floriane Brin, Developer (O&O); Seinfeld by Moxie for Hulu
Hulu had all nine seasons of this classic, which went off the air 17 years ago. They needed to reintroduce its brilliance and Moxie accomplished this by turning snippets into video, tongue-in-cheek editorials, and quiz show antics through a variety of media from Salon to New York Magazine. It became #2 in Hulu’s “Popular” section, delivering 342MM impressions.
Affiliated Agency: BLT – Creative Agency
Credits: * Monica Leung, VP Media Director, Moxie * Vicky Choi, Associate Media Director, Moxie * Nadya Stahl, Media Planner, Moxie * Derek Miley, Assistant Media Planner, Moxie * Joe Rongavilla, Director of Media, Hulu * Amber Lam, Content Marketing Manager, Hulu * Irene Balotro, Content Marketing Manager, Hulu

Environment/Ecology: HuffPost Generation Change by The Huffington Post for NRG
Huffington Post's “Generation Change”, in partnership with the power company NRG, is a compendium of sustainable energy stories that promotes stewardship of the Earth's resources. A blend of blogs, charts, interviews and solution-oriented plans for action, it aims to increase the urgent conversation about climate change. NRG sponsorship gets the name recognition it seeks from HuffPost Partner Studio and the section reflects NRG's forward-thinking environmental philosophy. Generation Change claims a higher engagement rate than HuffPost as a whole.
Credits: Mohini Kundu, Senior Content Strategist, HuffPost Partner Studio Erin Kelly, Editor, HuffPost Partner Studio; Eco-Marathon: #makethefuture by MediaCom for Shell
Shell's Eco-Marathon challenged young people to design and build energy-efficient cars. MediaCom fashioned a partnership with NBC brands, including the "Today" show and Jay Leno, and used online videos and social media to give Shell a big push to the finish line. The videos snagged 10 million views, and brand favorability rose an astonishing 123%, while 66% came away believing Shell was "human and approachable." After this campaign, 75% of those polled agreed that Shell was addressing the world's future energy needs.
Credits: Larry Swyer MediaCom Managing Partner Morgan Buksbaum MediaCom VP Lynsey Wright MediaCom Account Manager Geoffrey Campbell MediaCom Partner, Senior Director Content Jakob Reich MediaCom Digital Media Supervisor Nigel Robinson MediaCom Managing Partner,Global Account Director Janie Debiol MediaCom Associate Director Peter O’Keefe MediaCom Associate Director Becky Jones MediaCom Digital Manager; Cities Energized: The Urban Transition by MediaCom for Shell
Shell's "Cities Energized: The Urban Transition” showed its commitment to meeting the fuel needs as the world's population explodes between now and 2050. This campaign by MediaCom used the first print native advertisement published by The New York Times, an eye-catching 8-page section wrapped around the front page. Online, MediaCom's planned immersive multi-media presentations, working with the newspaper’s T Brand Production company. In impressive numbers, consumers surveyed later saw Shell as a "modern energy company" deeply involved with sustainability initiatives.
Affiliated Agency: T Brand Studio (production company)
Credits: Larry Swyer MediaCom Managing Partner, Group Account Director Rachel Nowick MediaCom Partner, Communications Planning Director Jakob Reich MediaCom Digital Media Manager Brian Damon MediaCom Communications Planning Supervisor Johanna Branagan MediaCom Digital Media Planner

Financial Services: Life Comes Next by Trilia/Hill Holliday for John Hancock
John Hancock, being outspent by competitors and losing its stronghold on empathetic messaging, stands out with a wonderfully acted, deeply compelling campaign about retirement, “Life Comes Next”. This campaign brought in second screen strategy around a narrative driving consumers to HancockNext.com, to choose endings to a man’s story of early retirement. On-air and on-line included college football, MLB, golf and NFL content leveraging second screen behavior. There were almost 1.5 million visits to the site through the first 4 months.
Credits: Trilia/Hill Holliday: Alicia Petersen- VP Group Media Director Monica Eremita - Media Supervisor Rebecca Lehman - Media Planner Erin Pucciarelli - Assistant Media Planner Nancy Lehrer - EVP Group Account Director Brad Blake - SVP Associate Director - Digital Strategy Ryan Dunn - Associate Digital Strategist Nive Malik - Analyst, Analytics Baysie Wightman - SVP Group Planning Director Guy Rancourt - VP Associate Media Director - Network Lance Jensen - Chief Creative Officer Cindy Stockwell - President John Hancock: Kate Ardini - Brand Director James Bacharach - VP, Brand, Marketing & Creative Services; Fidelity Investments' TradeTalk by Havas Media for Fidelity Investments
Fidelity partnered with ESPN to reach ESPN.com’s 16.7 million daily users to make NBA's trading deadline a metaphor for Fidelity’s brokerage business. The year-long program, TradeTalk, paired coverage of the NBA trading world with brokerage trading content. The digital-centric effort included on-air integrations with SportsCenter, and custom content. TradeTalk garnered a 13% lift in brand favorability, 13% lift in consideration, and 36% increase in unaided awareness.
Credits: George Sargent, SVP, Group Account Director, Havas Media Janna Greenberg, VP, Strategy, Havas Media Ashley Anderson, VP, Group Account Director, Havas Media Jeff Gagne, SVP, Strategic Investments, Havas Media Sarah Thompson, National Broadcast Supervisor, Havas Media Tracy Kochan, National Broadcast Director, Havas Media Blair Ramsey, VP, Group Account Director, Havas Media Patrick Kelly, VP, Account Director, Havas Media Erin Gaughan, Account Director, Havas Media Bridget Spears, Assistant Media Planner/Buyer, Havas Media Andrew Suskin, Media Planner/Buyer, Havas Media Kathryn Condon , SVP, Head of Digital Marketing, Fidelity Investments John Robison, Chief Creative Officer, Fidelity Investments Chris Brady, VP, Executive Creative Director, Fidelity Investments Brooke Tobiasz, Director, Digital Advertising, Fidelity Investments David Perosky, VP, Digital Sales and Acquisition, Fidelity Investments Jason DeMasi, Director, Digital Marketing, Fidelity Investments Wiesia Sadowski, VP, Head of Integrated Marketing, Fidelity Investments Julie Selig, VP, Digital Media, Fidelity Investments Andrew Plunket, Senior Marketing Manager, Fidelity Investments David Kichen, Group Creative Director, Fidelity Investments Danuta Shasha, SVP Media, Fidelity Investments; Why I Work by One Solution for Wells Fargo
The recession instilled a profound lack of trust of financial institutions among African Americans. One Solution’s campaign for Wells Fargo, “Why I Work,” eschewed an ad for a branded content platform. This bridge-building effort documented successful African Americans, including Grammy winning R&B/Soul singer Melanie Fiona. Wells Fargo was on TV One’s News One Now with Roland Martin, and had a digital destination hub housed on NewsOne.com and radio vignettes. The campaign delivered double-digit increases in affinity and consideration.
Credits: Detavio Samuels, President/Executive Produce Jeff Meza, VP-Integrated Marketing Jennifer Brown, Senior Integrated Manager Archie Brown, VP-Creative Director Sherina Florence, Director of Branded Entertainment

Health/Pharmaceutical: The Care Challenge by Digitas Health Lifebrand London for Sanofi Connecting Nurses
With Sanofi’s “The Care Challenge” campaign, sharing truly is caring. This campaign is an innovative platform for the nursing community to share health ideas and knowledge with fellow nurses from around the world. Over 900 nurses from 130 countries took part in this challenge. From word-of-mouth, to integrating banner placements and filming YouTube videos, “The Care Challenge” used its limited budget to successfully attract the attention of UNESCO, UN Women’s Leader Forum and TED.
Credits: Sylvie Coumel - Stakeholder & Advocacy Director, Chief Patient Office, Sanofi Vineet Vijayraj Thapar - Creative Director Digitas Health Lifebrands London Joyce Higgins - Social Strategist Digitas Health Lifebrands London Courtney Langhauser - Senior Account Director Digitas Health Lifebrands London Andrea Ruffo - Art Director Digitas Health Lifebrands London Paul O’Brian -Director/Cinematographer Gutsy.TV Name: Richard Ward -Director/Cinematographer Company: TwoFour; Take Down Cholersterol by Arnold Worldwide for Sanofi/Regeneron
Arnold Worldwide hired an Academy Award winning documentarian for “Take Down Cholesterol” for credibility and believability. The film is only a conversation starter as the real campaign is a robust content distribution platform and intricate CRM program. This platform offers people 3 different levels of engagement, depending on their readiness to address their health issues, from “Send A Heartbeat”, to “Stay Connected”, to “My Plan”, a completely personalized behavior modification program built on gaming principles.
Credits: Executive Creative Director: Gary Scheiner Associate Creative Directors: Kyle Jutkiewicz and Brittany King Art Directors: Ryan Potter and Pat Gamble Copywriters: Marlena Prophet and Brian Nowakowski Broadcast Producer: Pete Scudese Digital Producer: Drew Horton UX Designer: Davis Kramer Business Affairs: Ann Marie Turbitt Planners: Amy Liebesman and Joe Fullman Marketing: Chris Beeby, Peter Fekula, Michelle Williamson, Liza Arfin, and Monica Hong Production Company: Mrs. Bond Production Company Executive Producer: Tim Speidel Production Company Line Producer: Vanessa Bergonzoli Director: Cynthia Wade Cinematographer: Peter Nelson Editorial Company: KYLEedit Editor: William Zitser Music: Demian Sims at The Lodge VFX: Imaginary Forces; Strength in Numbers by DigitasHealth LifeBrands for Rebif
DigitasHealth LifeBrands’ “Strength in Numbers” campaign revived the interest in Rebif’s patient support program, MS LifeLines. Integrating the brand with social media, the tight-knit relapsing multiple sclerosis community is able to share stories and experiences using sources like YouTube and Facebook. With over 101% increase in mobile visits to Rebif.com and 248,000 unique visitors to their Facebook page, Rebif proved that there really is strength in numbers
Credits: Jacqueline Nolan - Executive Creative Director Audrey Fleisher - Group Creative Director Yueh Fang Wu Feng - Creative Director Martin Torres - Creative Director Michael Homeyer - Associate Creative Director Fiona Jack - Lead Creative

LGBT: Proud Parenting LGBT Family Galleries by Gay Ad Network for Mattel / Fisher-Price
Mattel / Fisher-Price and Proud Parenting created the first ever digital media program leveraging the power of authentic LGBT family images on social media to encourage interaction and support among LGBT parents, friends, family and allies. Family photos were submitted by LGBT parents and curated by Proud Parenting. The photos, sponsored by Fisher-Price, were posted on ProudParenting.com, Facebook and Instagram. The campaign immediately garnered sustained social media engagement, was embraced by the LGBT community, and received accolades from mainstream and LGBT press.
Affiliated Agency: Starcom
Credits: Hailey Sullivan, Director of Marketing, Fisher-Price Jeff Bennett, Editor in Chief, Proud Parenting Mark Elderkin, CEO, Gay Ad Network Lisa VenderGast, Associate Media Director, Starcom; Pride by R&R Partners for Las Vegas Convention and Visitors Authority
Las Vegas and the Las Vegas Convention and Visitors Authority (LVCVA) wanted to increase intent to travel to Vegas among the LGBT community. They implemented a unique integrated campaign focused on reaching this audience before, during and after Pride Parades and Festivals in the LA and San Francisco markets. The campaign included mobile banners, mobile geo-fencing of parade routes, email, social media, print and OOH. A collaboration with Thinknear added mobile location-paced targeting. The results far exceeded all expectations.
Credits: Rob Dondero, Executive Vice President Alyson Ashbock, Brand Supervisor Amber Allen, Brand Manager Arnie DiGeorge, Executive Creative Director Schuyler Vanden Bergh, Creative Director Diane Vafi, Art Director Brandi Skrtich, Senior Media Supervisor Kris Cichoski, Digital Media Supervisor Natasha Panjwani, Senior Media Planner/Buyer Thomas Atkins, Digital Media Planner/Buyer Chris Ortwein, Assistant Media Planner/Buyer Cassidy Ashworth, Assistant Project Manager Cyler Pennington, Social Media Associate Director Dusty Freund, Social Content Creator Justin Emter, Interaction Designer Jessica Murray, Public Relations Supervisor Merideth Hagerty, Public Relations Assistant Account Executive Sal DeFilippo, Digital Content Developer Kris Cichoski, Digital Media Supervisor, Fletcher Whitwell, SVP of Media, Group Managing Director, Chris Evans, Group Media Director.; 5 Days of Equality by Razorfish New York for GLAAD
Five days after same-sex couples could marry, the Australian Federal Government overturned the ruling in the High Court, invalidating these marriages. One year later, GLAAD asked people around the world to recognize these marriages by wishing them a happy anniversary. Many of the messages, using the hashtag #5DaysofEquality, were transcribed into handwritten cards for the couples. From Buzzfeed to traditional publications, this global show of support made international headlines. With no paid support whatsoever, the message was seen over 35 million times on social media platforms.
Credits: Beth Lind, Account Lead, Razorfish Natalie Lam, Executive Creative Director, Razorfish Alex Bodman, Group Creative Director, Razorfish Alex Reinoso, Senior Art Director, Razorfish Toby Magrath, Creative Director, Razorfish Ali Fard, Producer, Razorfish Monika Magda, Senior Producer, Razorfish Jeff Scardino, Copywriter, Freelance Isabelle Brenton, Associate Director, US Lead of Media Relations, Razorfish

Hispanic Marketing Campaign: Manfidence by MV42 for Tecate Beer
MV42’s “Manfidence” campaign targeted Millennial Hispanic Men to convert them to drinking Tecate. Using Facebook (90% of their target are regular visitors), a lifestyle of masculinity and confidence, hence “Manfidence”, was shown using images and videos portraying bicultural Millennial-relevant context, with humor and emotional appeal as a consistent focal point. This campaign reached almost 90% of their target in the US with an 18% engagement rate and significant growth in brand awareness.
Affiliated Agency: Facebook Creative Shop
Credits: Jennifer Weiss- Connections Associate Director, MV42 Mike Torres- Director, VP, MV42 Guillermo Abud- Director, VP Digital, MV42 Matthew Dienstag- Associate, MV42 Alicia Angeles- Junior Associate, MV42; Mas Que Un Auto (More Than A Car) by Conill for Toyota Motor Sales USA
Hispanics tend to name their cars. This insight led to Conill’s “Mas Que Un Auto” for Toyota. Toyota offered owners customized name badges for their vehicles that quickly became coveted social objects. Targeted media included addressable TV (telescoping), digital, social, and email marketing delivering targeted impressions to the micro-site. It produced the most user-generated content in the history of the brand, its appeal stretching far beyond the intended target.
Affiliated Agency: NA
Credits: Jennifer Dellapina - Strategic Planning Director - Conill Diana Stumvoll - VP Media Director - Conill William Formeca - Group Media Director - Conill Francisca Resendez - Communications Supervisor - Conill; A Space For Dreams by Starcom Mediavest Group for Honda
Starcom Mediavest Group’s campaign, “A Space for Dreams” combined two facts: that Hispanics are integral to auto sales and that a high percentage of them watch YouTube videos. In search of authenticity, they selected two Spanish-speaking YouTube creators to create a “Day in the Life” vlog, integrating the CRV into their daily routine. Hispanics were watching, commenting, clicking and sharing, delivering more than 80% more organic views than Honda paid for. It also contributed to record-setting sales.
Affiliated Agency: ZEFR, technology and data partner
Credits: Christina Igaraividez, Associate Digital Director, Starcom Mediavest Group Liliana Flores, Digital Associate, Starcom Mediavest Group

Live Events/Sports: Favela United by TSN & TWG for TSN
Canadian sports network TSN went to Brazil in March, 2015 to explore how soccer is impacting the lives of young women living in Rio’s slums, called favelas. Favela United, part of TSN’s FIFA Women’s World Cup programming, is a TV broadcast documentary accompanied by a single-page “longform” narrative web experience. While focusing on the girls who live in favelas, the website is about photography, video, atmospheric sound clips, with web and broadcast integrated.
Affiliated Agency: TWG: Digital design & development
Credits: TSN Rick Westhead - Sr. Correspondent Josh Shiaman - Sr. Feature Producer Ken Volden, Vice President & Executive Producer Lennon Landry - Manager, Digital Products Chris Collie - Head of Digital Products TWG Martin Miskelly, Designer Liam Thurston, Design Lead Haris Mahmood, Developer Wes Johnson, Sr. Developer Eric Wichman, Sr. Project Manager Rob Domagala, Directory of Strategy; EA Sports Madden GIFERATOR: A Google Art, Copy & Code Project by Grow/Heat/Google Creative Partnerships for EA Sports / Google
EA’s Madden franchise had seen a downturn in player numbers. EA Games launched Madden NFL 15, creating the Madden GIFERATOR, a real-time NFL GIF engine with a live stream of animated GIFs triggered by the game unfolding on TV. Relevant game footage, headlines, and dynamic stats drove conversation. Real-time ads, tailored to fans of each of the 32 NFL teams, were delivered to second screens just after events happened on TV. Fans could also create their own GIFs. There was massive adoption by fans, NFL teams and players.
Affiliated Agency: Heat - Digital Agency; Google Creative Partnerships - Digital Agency
Credits: Drew Ungvarsky, Executive Creative Director, Grow Eric Green, Account Director, Grow Eamon Wyse, Production Director, Grow Brian Walker, Technology Director, Grow Quan Hoang, Creative Director, Grow Todd Lower, Lead Producer, Grow Ricky Williams, Lead Developer, Grow Matt Clack , Associate, Creative Director, Grow Eric Lohman, Lead Creative, Grow Sonya Parker, Producer, Grow Jordan Crisman, Producer, Grow Matt Campbell, Developer, Grow Gabe Molochko, Developer, Grow JR Smith, Developer, Grow Ann Yuan, Developer, Grow Darius Pilapil, Developer, Grow Zach Young, Developer, Grow Lookmai Rattana, Developer, Grow Will Jardine, Developer, Grow Jeff Penano, Developer, Grow Nate Witte, Developer, Grow Joe Branton, Design Director, Grow Josh Newton, Designer, Grow Brian Villalon, Designer, Grow Jason Levesque, Motion Designer, Grow Thelonius Cook, Design Production, Grow Franck Tchouambou, QA Analyst, Grow Cindy Digman, Design Production, Grow Louis McLeod, Design Production, Grow Steve Stone, Executive Creative Director, Heat Warren Cockrel, Creative Director/Copywriter, Heat Anna Rowland, Creative Director/Art Director, Heat Matthew Stafford, Digital Creative Director, Heat Jayson Hobby, Interactive Designer, Heat Will Knox, Copywriter, Heat Aaron Clinger, Director of Digital, Heat ANTHONY STEVENSON, Vice President of Marketing, EA Sports DANA MARINEAU, Vice President of Advertising and Design, EA Sports DUSTIN SHEKELL, Director of Global Creative Strategy, EA Sports SCOTT CRISSMAN, Senior Marketing Manager, EA Sports ALEXIS COX, Senior Product Manager, EA Sports JAAP TUINMAN, Senior Director, Campaign Strategy & Media Planning, EA Sports BEN MALBON, Director, Creative Partnerships, Google AMAN GOVIL, Team Lead, Art, Copy & Code, Google MIKE GLASER, Brand Lead, Art, Copy & Code, Google SHANA OPPERMAN, Producer, Art, Copy & Code, Google HILLARY COE, Creative Lead, Art, Copy & Code, Google HAI NGUYEN, Creative Technology Lead, Art, Copy & Code, Google ALISON MILLER, Program Manager, Google JUSTIN JOY, Marketing Lead, Art, Copy & Code, Google ANDREW SWARTZ, PR Lead, Art, Copy & Code, Google PASHA NAHAAS, PM Lead, Google XIAOHUAN LI, Engineering Lead, Google ERICA LARSON, Head of Industry, Google AMY LOVELACE, Account Executive, Google BRIAN STEELE, Team Lead, Google; #HaveUFoundtruTV? by truTV for truTV
Sports fans search online annually to find out who will broadcast the NCAA men's basketball tournament, and tweet their confusion over @truTV, which airs games during the first week of March Madness. @truTV took control of this conversation with a real-time social war room, extensive custom content and paid media support. Most notable was the Promoted Trend (atop Twitter’s trends list for 24 hours) #HaveUFoundtruTV, and Promoted Tweets. This campaign brought a significant change in public perception.
Credits: truTV

Restaurants/Fast Food: Dunkin' Donuts Shark Week by Trilia/Hill Holliday for Dunkin' Donuts
Dunkin partnered with Discovery Channel, integrating its DD Perks rewards program into Shark After Dark. Customers were encouraged to bite into their favorite donuts and post the pic. This was supported in-store with a themed specialty donut. For the gaming generation an unprecedented Xbox integration actually launched an interactive Web app complementing live TV broadcasts with supplementary content. More than a hundred thousand engaged on Xbox, 150,000 downloaded digital assets and 2.3 million saw the campaign on Facebook.
Affiliated Agency: Dunkin' Donuts, Discovery and Microsoft
Credits: Trilia/Hill Holliday: President: Cindy Stockwell Associate Digital Strategist: Cory Tucker Digital – VP/AMD: Jeff Zanella Digital – AMD: Marcy Freedman Digital – Supervisor: Jacqueline Klein Network Buying – EVP, Director of National Broadcast: Stacey Shepatin Network Buying – VP/AMD: Guy Rancourt Network Buying – VP/AMD: Allison Scharf Network Buying –Supervisor: Carlo Pugliano Director Digital Strategy, EVP: Mike Proulx Senior Digital Strategist: Kelsey Graham Group Account Director, EVP: Brent Feldman Account Supervisor: Alison Amira; Endless Apps Limited Time Promotion by The Richards Group for TGI Fridays
TGI Fridays and Richards Group promoted Endless Apps using an all they could eat menu of video, display, push messaging, search, social and content. An “Endless Is Near” messaging teased the program, and later creative invited customers to share the apps they most wanted to try. The entire campaign resulted in up to 1 million daily impressions. By using every imaginable emerging social channel they even raised Millennial traffic to the restaurants by 50%. Grounded in an unbeatable offer, TGI Fridays had its most successful promotion to date.
Credits: Hillary Wagner- Brand Management, The Richards Group Misty Shannon- Brand Management, The Richards Group Alisa Hovland- Brand Management, The Richards Group Nick Denman- Brand Creative, The Richards Group Cassie Lee- Brand Creative, The Richards Group JT Steinert- Brand Creative, The Richards Group Chuck Schiller- Creative Director, The Richards Group Aaron Thornton- Art Director, The Richards Group Nick Daigle- Digital Strategy, The Richards Group John Knotts- Designer, The Richards Group Vicki Phillips- Proofing, The Richards Group Brad Foster- Quality Control, The Richards Group Nicole Spiros- Project Management, The Richards Group; Caribou Stories by Colle+McVoy for Caribou Coffee
Caribou coffee celebrated the holiday by asking customers to help write Caribou Coffee Stories. Coffee cups started the story and invited customers to go to the site and complete it. The effort maintained the brand’s legacy of crowd-sourced marketing and extended it into holiday sharing and charity as the company gave 1 pound of coffee per finished story to The Food Group. The Colle+ McVoy campaign resulted in over1000 stories.
Credits: Mike Caguin, Chief Creative Officer, Colle+McVoy John Neerland, Group Creative Director, Colle+McVoy Ed Bennett, Design Director, Colle+McVoy Daniel Jenstad, Interactive Associate Creative Director, Colle+McVoy Roven Bashier, Senior Interactive Designer, Colle+McVoy Michelle Cherland, Senior Copywriter, Colle+McVoy Michele Morales, Art Director, Colle+McVoy Sean Cooley, Senior Designer, Colle+McVoy Jeffery Bennett, Interactive Creative Technology Director, Colle+McVoy Derek Kirchhoff, Senior Creative Developer, Colle+McVoy Chad Rieder, Developer, Colle+McVoy Ben Muller, Associate Art Buyer, Colle+McVoy Brad Smith, Lead Print Producer, Colle+McVoy Harlo Petoskey, UX Lead, Colle+McVoy Eric Skaare, Director of Studio, Colle+McVoy Cynthia Henseler, Senior Retoucher/Studio Artist, Colle+McVoy Marc Hortsch, Studio Artist, Colle+McVoy Ann Panian, Project Manager, Colle+McVoy Stephanie Terhaar, Senior Interactive Producer, Colle+McVoy Melissa Bertling, Account Director, Colle+McVoy Mandy Rutherford, Account Supervisor, Colle+McVoy Aaron O'Keefe, Account Supervisor, Colle+McVoy Laura Rubenstein, Strategist, Colle+McVoy Briana Peterson, Experience Planner, Colle+McVoy Alyssa Raiola, Analyst, Colle+McVoy Bret Herzog, SEM Manager, Colle+McVoy

Retail/E-Commerce: Wishes Delivered by Ogilvy New York for UPS
UPS delivery problems during the December 2013 holiday season caused significant consumer dissatisfaction. UPS’s atonement required more than a clichéd apology. Working from the idea that every delivery starts with a wish, a website was created gathering wishes from the public. For every wish posted, $1 was donated to charity. During the holiday season, wishes were granted (i.e., delivering snow to children in South Texas). Wish by wish, the conversation went from overwhelmingly negative to 99% positive.
Credits: Advertising Agency: Ogilvy New York Chief Creative Officer: Alfonso Marian Group Creative Director: Eric Wegerbauer, Chris Curry, Gerald Dugan Associate Creative Director: Mike Cicale Senior Copywriter: Ingrid Hanson Copywriter: Jenny Wagstaff, Luna Hurtado Senior Art Director: Dima Kronfol Junior Art Director: Terrill Ocona Client Account Director: Brian Pember Agency Account Director: Alda Abbracciamento Global 360 Engagement Leader: Jethro Ferguson Management Supervisor: Micardo Cellicourt Account Executive: Alexa Mouta Group Planning Director: Kara Scagnelli Associate Media Director: Elayna Tekle Planning: Jonathan Rigby Director, Project Management: Mae Flordeliza Associate Director, Project Management: Ed Sumner Senior Content Producer: Alicia Zuluaga EVP, Head of Social Media: April Scott Media Company : Neo at Ogilvy Production Company: Fiona Director: Theresa Wingert Senior Executive Producer: Alex Carone Production Company: Hogarth Director: Grant De Sousa Production Company: Studio Now Director of Photography: Eric Halberstadt Editing Facility: Lost Planet Editor: Kim Dubé, Chris Huth Sound Design Company: Heard City Music Production Company : Pull Music Producer/ Composer: Mitch Davis, Scott Brittingham; Listings by Pereira & O'Dell, NY for realtor.com®
Realtor.com® works exclusively with 800+ Multiple Listing Services. Competitors Zillow and Trulia have been unable to secure these direct relationships, relying on data aggregators like ListHub who ended its contract with Zillow and Trulia in April of 2015. Realtor.com® took advantage of this situation and created “Listings,” a campaign that showed consumers the many houses missing from other sites. Realtor.com® overtook Trulia as #2 in the category.
Affiliated Agency: Pereira & O'Dell
Credits: Agency: Pereira & O'Dell, New York Executive Creative Director: Dave Arnold Associate Creative Directors: Jake Dubs, Alexei Beltrone Copywriter: Michelle Lamont Art Director: Alex Parodi  Head of Production, New York: Tennille Teague Producer: Montea Robinson  Managing Director: Cory Berger  Account Director: Annika Roden  Account Supervisor: Jessica Williams  Associate Strategy Director: Mike Lewis Strategist: Anna Bedineishvili  Business Affairs Director: Russ Nadler; GameStop's The Witcher 3 In The Wild Digital Hunt by The Marketing Arm for GameStop/The Witcher 3: Wild Hunt
Serious gamers are a hard group to impress. But to win them over to the Witcher 3: Wild Hunt, GameStop built buzz (and pre-orders) by letting some of the game’s monsters loose in the world. Using Google Maps, it stashed monsters in exotic or historic locations, which gamers found using Google Street View, then shared on social media, creating 50 million impressions.
Affiliated Agency: CD PROJEKT RED, Warner Bros. Entertainment
Credits: Ian Sherwood (Sr. Director of Technology), Tom Edwards (EVP, Strategy and Innovation), Dina Light (VP, Strategic Account Lead), Eric Fransen (Director, Digital Strategy), Ryan Hilz (Account Supervisor), Devon McLaren (Account Executive), Nathan Beasley (Associate Creative Director), Ben Azarraga (Art Director), Rachel Stoll (Account Supervisor)

Technology : Hardware: I Am Generation Image by ID Media for Nikon
ID Media (lead agency) developed “I Am Generation Image” campaign for Nikon to compete against smartphone cameras. Nikon enlisted the help of ten individuals; each with different passions, to use its cameras to tell their stories on Nikon’s paid and owned media. The paid media campaign leveraged their content across various digital media, paid search and paid social. The campaign drove over 40.5 million completed video views, 284,000 qualified website visits and 709 million total impressions. One story went viral and was covered in major news outlets.
Affiliated Agency: Initiative, McCann (names above)
Credits: Michael Baliber SVP, Director of Media Strategy ID Media Denysha Davis Associate Media Strategy Director ID Media Rich Gagnon Managing Director, Group Business Leader Initiative Jodi Monroe Client Director, Strategy Initiative Larry Platt SVP, Executive Creative Director McCann Cameron Fleming Associate Creative Director McCann Calvin Lyte Associate Creative Director McCann; Data Points with Seagate & National Geographic by Havas Media for Seagate
Seagate brings data to life so companies, like Wildlife Conservation Network, can innovate, collaborate and grow. Havas partnered Seagate with National Geographic to deliver this message to the right audience. A 100% Seagate-sponsored “Data Points” blog allows users to explore the world. NatGeo.com ran a sponsored article on Seagate’s work for WCN, showcasing it in a spreadvertorial that ran adjacent to their monthly editorial section “By the Numbers”. This led back to the “Data Points” blog. Brand Study results indicated a 21.7% point lift in Aided Awareness of Seagate.
Credits: Taylor Wynne - VP, Director, Havas Media Adam Chartoff - Account Director, Havas Media Tate Gillman - Media Planner / Buyer, Havas Media Eve Chua - Director, Global Marketing, Seagate Liz Du - Senior Manager, Digital Marketing, Seagate Brooke Cline - Associate Marketing Manager, Seagate; HP #BendTheRules That Bass Tour by Collectively for HP
As part of their upcoming sponsorship of Meghan Trainor’s That Bass Tour, HP wanted to connect a millennial audience with its new convertible laptop, the HP x360. Collectively’s campaign integrated the HPx360 into the concert experience, including assembling a crew of local influencers to each of the 17 city stops, to developed a surround sound program of 200 bloggers who tapped fans to submit show footage for use in a final fan-generated tour documentary. The campaign exceeded all goals, particularly in social engagement.
Affiliated Agency: 180LA (Creative Agency & Production Agency for Lips Are Movin video), Sawhorse LA, Web Series & Social Media Production Agency: Blake Behnam, Executive Producer, Sawhorse Nic Hill, Executive Producer, Sawhorse Kiki Allgeier, Director, Sawhorse
Credits: Ryan Stern, CEO & Founder Alexa Tonner, EVP & Founder Paige Pederson, VP of Brand Partnerships Ben Stein, Head of Video Jen Szeto, Producer Katie Stenson, Collaborations Producer Mari Mazzucco, Brand Partnerships Manager

Technology Services Websites: ‘I AM ADT’ Campaign by SapientNitro for ADT
Ving Rhames became voice and face to a new ADT advertising campaign showing tech-savvy security buyers the legacy company has what it takes to appeal to a new audience. When the campaign launched, the digital portion had an immediate impact on the overall business. Leads on the Web site rose 13% for users who interacted with the new ADT demo, with users staying on the site more than eight minutes, twice as long as others. Social media engagement rates on Twitter and Facebook rose 98% and 57%, respectively
Credits: Worldwide Chief Creative Officer: Gaston Legorburu North America Chief Creative Officer: Gary Koepke Executive Creative Director: Robert Kleman Executive Creative Director: Matthew Atkatz Creative Director: James Allen Creative Director: Andrew Goldstein Associate Creative Director: Cesar Santos Associate Creative Director: Brent Slone Associate Creative Director: Matt Kelsen Senior Art Director: Frank Gomez Senior Copywriter: Kylin Johnson Junior Copywriter: Erik Fabregat Junior Designer: Lara Israelson VP Client Services: Matt Kujawa Senior Account Director: Vanessa Martinez Account Supervisor: Stephanie Altuve Director, Marketing Strategy & Analysis: Greg Cordaro Manager, Marketing Strategy & Analysis: Julie Mantis Director, Social Studio: Stevie Dove Social Engagement Lead: Andrew Choban; #HalfFast Holiday by Create Digital for Verizon FiOS
Create Digital launched a #halffast holiday campaign for Verizon FiOS based on the idea half-fast Internet was to blame for all of these half-assed holiday posts. The message: don't settle for half-fast Internet speeds. The agency promoted nine Vine spots on Twitter beginning about three weeks prior to Santa's arrival, along with alternate formats of the videos on Facebook, Google Lightbox, and YouTube. The campaign gained 6.5 million impressions; 1.2 million videos views; 200,000 Vine loops; and 20,000 clicks to the landing page
Affiliated Agency: Mondial - Production Tiny Lion - Audio
Credits: Jessica Kantor - Creative Director Brad Perry - Director of Strategy Bilal Khan - Strategist Stefanie Lutz - Designer Kent Brockwell - Copywriter Carrie Throckmorton - Account Supervisor; Beware of the FrankenCloud by FinancialForce.com for FinancialForce.com
IT departments worldwide unknowingly stitch together disjointed cloud applications leaving themselves vulnerable for data loss. FinancialForce.com brought this to their attention in an advertising, marketing and social campaign by warning them of the “FrankenCloud” that can put their businesses at risk. Advertising drove viewers back to landing pages filled with creative assets including an Enterprise Resource Planning Graveyard Scorecard. This generated more than seven million new impressions, and a video completion rate of 71%. Media concentration in the Bay Area during SuiteWorld got the attention of NetSuite's CEO.
Affiliated Agency: SHIFT Communications, Public Relations; Grain Digital, Video Production
Credits: Steve Casey, Creative Director at FinancialForce.com Scott Whipple, Graphic Designer at FinancialForce.com

Travel/Tourism: 10-Day Minnesotans by Colle+McVoy for Explore Minnesota Tourism
Minnesota Tourism wanted the state to be seen as a premiere travel destination. Colle + McVoy developed an influencer campaign featuring three world-renowned travelers, each of whom spent 10 days touring the state. They chronicled their experiences and shared photos on social media that were seen by thousands of their followers. Those journeys covered 1,700 miles and 50 cities within the state. The state’s website traffic increased 20% versus the prior year and its Instagram following was up 28%.
Credits: Mike Caguin, Chief Creative Officer, Colle+McVoy John Neerland, Group Creative Director, Colle+McVoy Marc Stephens, Interactive Creative Director, Colle+McVoy Casey Christian, Art Director, Colle+McVoy Lisa Hall, Copywriter, Colle+McVoy Daniel Hennessy, Senior Interactive Designer, Colle+McVoy Allison O’Keefe, Account Supervisor, Exponent, PR division of Colle+McVoy Megan Fallon, Senior Account Executive, Exponent, PR division of Colle+McVoy; Follow Your NOLA by New Orleans Tourism Marketing Corp. & 360i for New Orleans Tourism Marketing Corporation
New Orleans’ tourism was still not at pre-Katrina levels. 360i targeted potential tourists by “mindset”(versus demographics) with the “Follow Your NOLA” campaign. The campaign embraced numerous digital channels, influencer marketing, native content, mobile, live events and other touch points. Since June, the campaign generated more than 8.4 million engagements and city hotel bookings are up 10%. NOLA is poised to attract nearly 10 million visitors this year with an anticipated record $6.8 billion in spending.
Affiliated Agency: 360i: Strategy, Media Planning, Creative; FSC Interactive: Social Marketing; Community: LGBT Marketing, Spears Group: Multicultural/Experiential Marketing; Search Influence: Search Marketing
Credits: Credits: 360i Chief Creative Officer: Pierre Lipton Group Creative Director: Megan Skelly Assoc. Creative Director, Copywriter: Mike Lee Assoc. Creative Director, Art Director: Greg Dalbey Copywriter: Grace Harris Dir. of Broadcast: Sharon Harte Broadcast Affairs: Linda Ferrara Account Team: Janique Helson / Jeff Hinson / Darren Mitchell Strategic Planning: Michael Karam, Ryan LaRosa Media Director: Alisha Farmer Assoc. Media Director: Susie Niekirk Media Manager: Amy Asciutto Broadcast Director: Toby Katcher Affiliated Production Partners: Production Company: Chelsea Director: Henry Mason Executive Producer: Pat McGoldrick Line Producer: Clint Caluory Editorial Company: Beast Editor: Jim Ulbrich Post Producer: Laura Molinaro VFX: Gryphyn VFX: Scott Bravo VFX Producer: Mark Reyes Voiceover: Tom Aquino Michaels Sound Company: Skoringwerks Songs: Original Music Producer: David Torkanowsky Mix Company: Sound Lounge Mixer: Glen Landrum Still Photographer: Zack Smith; A Better Wingman by Mullen Lowe/ Mediahub for Jetblue
Jet Blue’s limited share of ad spending in New York prevented it from spending in line with its business. Mullen Lowe/ Mediahub’s solution was an interactive “billboard” with a human touch. Installed in the heart of Manhattan, it featured a real crewmember who could see, hear and interact with everyone that approached the installation. A video showing some of the interactions went viral with over 1 million views in under a week.
Affiliated Agency: Rapport
Credits: Keith Lusby, SVP Group Media Director Mediahub Shoshana Levine, Senior Media Planner Mediahub Lauren Meyers, Media Planner Mediahub Kelsey Capobianco, Media Planner Mediahub Tim Vaccarino, SVP Executive Creative Director Mullen Lowe Dave Weist, SVP Executive Creative Director Mullen Lowe Ben Salsky, VP Associate Creative Director Mullen Lowe Dan Madsen, Associate Creative Director & Director Mullen Lowe Evelynne Scholnick, Copywriter Mullen Lowe Scott Petrichko, Art Director Mullen Lowe Eric Skvirsky, Content Producer Mullen Lowe Nick Brecken, Associate Editor & Videographer Mullen Lowe Chris Zuppa, Animator Mullen Lowe Drayton Martin, SVP Group Account Director Mullen Lowe Jaclyn Ruelle, VP Account Director, PR Mullen Lowe RAPPORT: Ashley Moll – Associate Media Director Andrew Weinstein – Junior Account Executive

Online Advertising Creativity

Advertising/Promotion Website or Microsite - Content: US Open Sessions by Ogilvy New York for IBM
IBM teamed up with Ogilvy NY and James Murphy of LCD Soundsystem to create an algorithm that would transform tennis match data from the US Open into music. Through a visualizer on a custom mobile website, users were able to view how updates in a match influenced the pitch and tempo of each song. By the end, 187 tracks were composed, with James remixing his 12 favorites into an album called “Remixes Made With Tennis Data.”
Credits: Advertising Agency: Ogilvy New York Chief Creative Officer: Steve Simpson Executive Creative Director: Christopher Reardon, Ryan Blank, Mike Hahn Associate Creative Director: Nicholas Rezabek, Lauren Costa, Denise Zurilgen Art Director: Susan Murphy, Mike Lomanto Copywriter: Shannon Murphy Chief Production Officer: Matt Bonin Executive Director of Digital Production: Angela Fung Director of Project Management: Sebastian Aresco Executive Producer: David Ross, Karl Westman, Lee Weiss Producers: Chris Mazur, Danielle Magee, Matt Arnold, Julie Teicher Executive Director, Digital Technology: Jason Wurtzel Associate Director of Technology: Jessica Criscione Senior Technology Manager: Nate Schilling Associate Director of Development Operations: Alex Dziena Director of Quality Assurance: Raul Morales Senior Quality Assurance Analyst: Allison Rowley Group Planning Director: Magnus Blair Planning Director: James Friedman Senior Planner: Kenan Ali Group Account Director: Jeremy Kuhn Management Supervisor: Nicole Vilalte Account Supervisor: Josh Shaner Asst. Account Executive: Lindsay Jaffe Global Managing Director: Patty Sachs Associate Media Director: Sarah Wilson Media Planner: Caroline Haines Senior Digital Strategist: Esther Ahn Social Strategists: Eric Drumm, Shanthi Blanchard Digital & Content Strategist: Sonya Rhee Digital Production Company: Tool of North America Creative Directors: Patrick Gunderson, Michael Sevilla Executive Producers: Christopher Neff, Dustin Callif, Oliver Fuselier Front-End Developer: Josh Beckwith Technology Manager: Vincent Toscano Canvas Developer: Felix Turner, Shane Mielke Junior Front-End Developer: Caliandra Harmon Back-End Developer: Peter Tupper, Colin Nickerson Senior Interactive Producer: Simi Dhillon Interactive Producer: Chris Kaliszewski Photographer: Jake Chessum Music House: James Murphy Composer: James Murphy Head Engineer: Matt Shaw Engineer: Sebastian Raeder Engineer: Randolph Moon Production Company: Whiskey Tango Foxtrot Director: Jac Cheairs, Steven Andrew Garcia Executive Producer: Robert Helphand Line Producer: Luke McCullough Editing House: Friendshop Editor: Bryan Wetzel, Michael Distelkamp Producer: Adam Roe Sound Design & Audio Mix: Heard City Sound Designer/Mixer: Cory Melious, Dan Flosdorf, Evan Mangiamele Sound Design: Dusk Notes Sound Designer: Cory Metzinger, Celia Kim Events Management: TH Productions; Rimmel London: Mission Wonder'Lash by iris Worldwide for COTY/ Rimmel London
To launch Rimmel London's new Wonder'Lash Mascara as a product boasting a “sophisticated edge,” iris created a digital campaign targeting young women that combined gaming, beauty and secret spy missions. Players became double agents searching for the coveted ingredient found in Wonder'Lash Mascara: Argan Oil. The “Choose-your-own-adventure” gameplay style and social integration made the campaign highly successful. More than 5,000 missions were completed, with users spending an average of 3:52 minutes on site.
Credits: Lisa Bright, Creative Director, iris Worldwide Marcus Liwag, Art Director, iris Worldwide Winston Noel, Copywriter, iris Worldwide Jenna Halbert, Designer, iris Worldwide Thu Do, UX, iris Worldwide Kevin Kemper, Developer, iris Worldwide Daag Alemayehu, Technical Director, iris Worldwide Maria Van Thienen, Account Director, iris Worldwide Aly Robinson, Senior Account Executive, iris Worldwide Paolo Pazzia, Planning Director, iris Worldwide Karina de Alwis, Senior Producer, iris Worldwide Joe Leih, Director, Nimble Pictures Matt Burniston, 3D/Motion Artist, HHAW Sharon Katz, Marketing Director, COTY; Sense8 Degrees of Music Separation by Sense8 Degrees of Music Separation by MEC & Spotify for Netflix
The Netflix original series, Sense8, follows eight people across the globe who telepathically experience each other’s lives. Mirroring this concept, Netflix & MEC partnered with Spotify to create a hub that analyzed a person’s listening habits to create a global musical map that included videos and character information along with custom playlists. Promoted through paid and organic social chatter, it became one of the highest performing entertainment campaigns on Spotify to date.
Affiliated Agency: Sense8 Degrees of Music Separation by Netflix, Spotify & MEC for Netflix
Credits: Cody Creelman, Sr. Media Planner, MEC San Francisco Claire Sokolich, Assistant Media Planner, MEC San Francisco Sean McNamara, Digital Director, MEC San Francisco Carley Rosenberg, Digital Manager, MEC San Francisco Brendan Sullivan, Account Manager, F# Ian Seah, Project Manager, F# Aric Philips, Account Director, F# Rachael Haley, Sr. Marketing Manager, Netflix Arnell Davis, Manager, Original Series Marketing, Netflix Hannah Gullixson, Manager, Originals Marketing, Netflix Megan Imbres, Director of Marketing, North America, Netflix Kristen Meadows, Account Manager, Spotify Rachel Gross, Sales Planner, Spotify Marie Abesamis, Account Director, Spotify Michael Jackel, RVP, West Coast Sales, Spotify

Banner: Standard/Flash/Rich Media: Vikings Season 3 Axe Throwing by History for History
HISTORY's ad campaign for Season 3 of the Vikings included a banner ad with a dynamic masthead, featuring an ax that broke completely through the frame. The ad was one component of a larger campaign that helped the Season 3 premiere of Vikings finish as the No. 1 telecast on cable for the night across all key demos. Socially, Vikings Season 3 was the most tweeted about cable drama night of premiere.
Credits: EVP- Guy Slattery VP- Meghan Kirsch Sr.Art Director-Amanda Director Brand Creative-Off-Air Cate Harbulak- Agency TVGLA; Living Photos by Critical Mass for Travel Alberta
The campaign for Travel Alberta, which features banner ads with cinemagraphs, drew on research showing that people are drawn to landscapes. For the campaign, Critical Mass took video footage and, in partnership with Flixel, created a suite of animations. The relatively small file size of cinemgraphs meant that the agency could easily share the ads through various platforms and channels, including Imgur and Tumblr.
Affiliated Agency: C&B Advertising
Credits: Conor Brady, Critical Mass, Chief Creative Officer Jason Delichte, Critical Mass, Executive Creative Director Christiaan Welzel, Critical Mass, Creative Director Brian Allen, Critical Mass, Senior Art Director Carl Lukasewich, Critical Mass, Senior Art Director Gavin Morrissey, Critical Mass, Senior Motion Designer Dwayne Connolly, Critical Mass, Motion Designer Director Colin Stange, Critical Mass, Senior Designer Stefan Smith, Critical Mass, Senior Copywriter Jared Folkmann, Critical Mass, Group Strategy Director Scott King, Critical Mass, Strategy Director Scott Sinclair, Critical Mass, Strategy Director Kyle Bottoms, Critical Mass, Senior Strategist Natalie Matti, Critical Mass, Account Director Amy Dyson, Critical Mass, Senior Project Manager Katy Devine, Critical Mass, Project Manager; Safe and Affirming Schools / LGBT Bullying Prevention / 25th Anniversary by Optimedia for GLSEN (Gay, Lesbian & Straight Education Network)
Optimedia worked with the Gay, Lesbian & Straight Education Network to develop a campaign aimed at raising awareness about the impact of bullying. The campaign -- which set out to reach teens, educators and adults -- ran across print, digital mobile, social TV and out-of-home platforms. Digital partners including AOL and Yahoo provided space for digital, mobile banners and social Facebook ads, which all drove visitors to glsen.org or directly to the anti-bullying initiative’s page.
Affiliated Agency: GLSEN, Ace Creative LLC, Logo (Viacom), Optimedia / OOH Pitch
Credits: Kurt Wahlstrom Liza Mandell Greta Matiash Dan Dimant Glynnis Reilly Connor Riegel Rayna Franco Daniel Treacy Justin Radico Loren Springsteen Maxwell Eichner Carleigh Ferrante Melissa Gaber Rebecca Lefkowitz Kaitlynn Kortvelesy Lauren Chargar Amy Wigler Felix Colon Erin O’Keefe Amy Deneson Juan Martinez

Content Marketing: Single Execution: Subaru's "Roadkill" by Carmichael Lynch for Subaru of America
To prove that the soon to launch 2015 Subaru Legacy was as safe, reliable, and powerful as Subaru’s other models, Carmichael Lynch went to The Enthusiast Network’s “Roadkill,” a Motor Trend spinoff turned popular Youtube show, to enter the Legacy into its automotive competition. To the surprise of the hosts, the Legacy dominated two out of three contests — resulting in the episode generating more than 2.2 million views and a 72% increase in average monthly sales for the Legacy.
Credits: Neil Goodspeed, Director of Consumer Engagement, Carmichael Lynch Brandon Miller, Sr. Engagement Strategist, Carmichael Lynch Kendall Dole, Sr. Engagement Planner, Carmichael Lynch; Conan Visits Taco Bell by Turner Entertainment Networks for Turner Entertainment Networks
Taco Bell and Turner Entertainment Networks were fortunate to have Conan O’Brien on hand for their content marketing execution. Using a TV segment where Conan gives “Team Coco’s” IT director, Chris Hayes, a hysterical tour of the Taco Bell HQ, a custom branded environment, supported with banners, home page promotion, roadblocks, and a shareable gallery was created on the Team Coco website. The video generated 2.9 million video views and over 17,000 hours of viewing time within Taco Bell’s branded page on TeamCoco.com.
Credits: Team Coco; Marriott Medium 'Gone' by MEC for Marriott Hotels International
When Marriott Hotels decided burnish its brand reputation with a content marketing initiative, MEC and Medium responded with “Gone,” a portfolio of original stories and essays celebrating travel. The pieces were produced by writers and photographers from Conde Nast Traveler, Wired and the Huffington Post, among others. As hoped, the pieces resulted in high engagement and favorability, with over 1.6 million minutes spent with the content, and readers being 65% more likely to have a favorable opinion of Marriott.
Affiliated Agency: Medium
Credits: Gian LaVecchia, Practice Lead, Content Marketing, MEC joe Purzyck, Head of Partnerships at Medium david beebe, Vice President, Global Creative and Content Marketing at Marriott International

Content Marketing Campaign: Branded Content: Dunkin' Donuts Shark Week by Trilia/Hill Holliday for Dunkin' Donuts
It’s safe to say that Dunkin’ Donuts and Shark Week make for a powerful combination. Realizing this, Trilla/Hill-Holiday created a cross-channel content marketing campaign combining interactive TV, online, and in-store experiential promotions. The campaign centered on the Xbox “SNAP” feature, which allowed fans to access additional content while watching TV. This resulted in 120,000 engagements, with an average duration of 13 minutes, and over 3000 submission to their social campaign “Take-a-Bite-Take-a-Pic.”
Affiliated Agency: Dunkin' Donuts, Discovery and Microsoft
Credits: Trilia/Hill Holliday: President: Cindy Stockwell Associate Digital Strategist: Cory Tucker Digital – VP/AMD: Jeff Zanella Digital – AMD: Marcy Freedman Digital – Supervisor: Jacqueline Klein Network Buying – EVP, Director of National Broadcast: Stacey Shepatin Network Buying – VP/AMD: Guy Rancourt Network Buying – VP/AMD: Allison Scharf Network Buying –Supervisor: Carlo Pugliano Director Digital Strategy, EVP: Mike Proulx Senior Digital Strategist: Kelsey Graham Group Account Director, EVP: Brent Feldman Account Supervisor: Alison Amira; Degree: Battle of the Game Changers by Mindshare Entertainment for Unilever
With its new Dry Spray product technology hitting the market, Degree antiperspirant wanted to reach millennial men in a context using pro sports. The campaign created by Mindshare focused focused on branded content and social hype centered around a friendly rivalry between NBA stars Stephen Curry and John Wall. The campaign ended up exceeding its multi-million sales target by 80%, and earned over one billion media impressions, including 280 million social media impressions.
Credits: David Lang, Chief Content Officer, Mindshare NA Greg Manago, Executive Producer, Mindshare Entertainment Aris Piliguian, Senior Producer, Mindshare Entertainment Russell Stein, Producer, Mindshare Entertainment Ron Yassen, Director, Mandalay Sports Media John Hirsch, Executive Producer, Mandalay Sports Media Melissa Coffas, Managing Director, Mindshare Janet Levine, Group Director, MIndshare Josh Spiegelman, Director, ESP Kim Frost, Account Director, Possible Jason Minyo, Creative Director, Possible Brian Millman, Account Manager, ESP Ethan Brown, Brand Manager, Unilever; What Lives Inside by Pereira & O'Dell for Intel + Dell
To help Dell and Intel promote the new Venue 8 tablet, Pereira & O’Dell created a multi-part, dramatic fantasy series called “What Lives Inside,” and invited users to submit drawing of creatures that could be animated into the series. The campaign resulted in over 1.5 million social interactions, 6,000 character submissions, 1,150 articles in the press, over 43 million total views in the US.
Credits: Intel Partnering Marketing Manager: Ryan Baker Global Account Director: Michelle Megarry Executive Producer: Billie Goldman Dell Executive Director of North America Marketing: Marissa Tarleton Partner Programs Director: Michael Lambert Media Communications Sr. Advisor: Natalie Greeson Agency: Pereira & O’Dell Chief Creative Officer – PJ Pereira Executive Creative Director – Jaime Robinson Robert Lambrechts – Creative Director Creative Director – Jason Apaliski Author: Robert Lambrechts VP Production – Jeff Ferro Sr. Producer Elisa Moore – Sr. Integrated Producer – Erin Davis Sr. Integrated Producer – Leslie Ernst Trailer and Interactive Editor – Collin Kriner Senior Designer – Moses Kelany Co-¬‐Director of Client Services – Henry Arlander Account Director – Marisa Quiter Account Executive – Jessy Baer VP of Media – Josh Brandau Media Strategist – Pete Fishman Project Manager – Adam Russell Project Manager – Lauren Parker Production Intern – Josh Diaz Business Affairs - Russ Nadler Creative – Chris Adam Creative – Ross Cavin Production Company: RSA Films Visual Effects – MPC Title Design and Post Production Supervision: Laundry! Mix and Sound Design: 740 Sound Interactive Production Company: STOPP

Email: Campaign: Firefox + You Newsletter by DEG for Mozilla
DEG redesigned Mozilla's “Firefox + You” newsletter template in order to optimize engagement with a large and diverse audience. The new email is designed with mobile in mind, as a single column with more engaging imagery. It is full of clear calls to action both for the tech savvy and the not-so tech savvy. DEG also worked to provide faster performance speeds for the audience in emerging markets.
Affiliated Agency: DEG
Credits: Brent Walter (Marketing Automation Strategist)- DEG, Brian Graves (UI Team Lead)- DEG; Best Thanksgiving, Ever. by Ebates for Ebates
Thanksgiving has become an important cyber holiday. With last year’s increase in mobile phone and device shopping specifically on Thanksgiving Day, Ebates wanted this email to be viewable from any device and to have a clear call to action. The email likened the craze around online shopping to the hectic-ness of a kitchen in the throes of cooking a Thanksgiving meal.
Credits: Bradley Nguyen: Copywriter & Senior Visual Designer, Ebates Derek Kazee: Director of Retention Marketing, Ebates Mark Montgomery French: Global Creative Director, Ebates; 'Twas the Days Before Cyber Week by Ebates for Ebates
The “‘Twas the days before Cyber Week” campaign presented Ebates customers with a comprehensive list of every sale and deal between pre-Black Friday sales and free shipping week the week before Christmas. The stuffing for this holiday Turkey came from a parody version of the classic poem ‘Twas the Night Before Christmas,’ which walked customers through the deals in a festive manner.
Credits: Zach Woolford: Copywriter, Ebates Erin Dang: Visual Designer, Ebates Derek Kazee: Director of Retention Marketing, Ebates Mark Montgomery French: Global Creative Director, Ebates

Contest/Promotion/Sweepstakes: Moment of Yes by SapientNitro for OneMain Financial; SC State Parks Making Memories Photo Contest by South Carolina Department of Parks, Recreation and Tourism for South Carolina State Parks
For a state known mainly for its ocean, golf, and Charleston, it was amazing that the agency was able to “sell” the Palmetto State for its parks. The website is easy to navigate and carries the colors, green and brown, that one associates with parks. The energy it put into the social aspect of the campaign through a photo contest came back in value to the state big time, with record-breaking ROI!
Affiliated Agency: BFG Communications
Credits: Gwen Davenport (SC State Parks Sales Manager, SCPRT); Duane Parrish (Director, SCPRT); Beverly Shelley (Director of Sales and Marketing, SCPRT); Phil Gaines (SC State Park Service Director, SCPRT); Dawn Dawson-House (Director of Corporate Communications, SCPRT); Rachel Murdy (SC State Parks Marketing Coordinator, SCPRT); Perry Baker (Manager of Media Resources, SCPRT); Laura Mueller (Tourism Marketing Coordinator, SCPRT); Matt Elswick (Assistant Chief Operations, SCPRT); Sarah Sturtevant (Operations Specialist, SCPRT); Kevin Meany (President & CEO, BFG Communications); Lisa Ringelstetter (Group Account Director, BFG Communications); Amanda Gossett (Account Director, BFG Communications); Ryan Clark (Account Executive, BFG Communications); Scott Seymour (Chief Creative Officer, VP, BFG Communications); Michael Hrizuk (Creative Director, BFG Communications); Kristofer Gregoire (Senior Art Director, BFG Communications); Justin Fielder (Senior Designer, BFG Communications); Michael Mcquaid (Graphic Designer, BFG Communications); Jenny Reese (Sr. Copywriter, BFG Communications);Jill King (VP Operations/Marketing Services, BFG Communications); Meredith Schroeder (Sr. Production Manager, BFG Communications); Paula Coseo (Sr. Interactive Project Manager, BFG Communications); Jennifer Caron (Production Coordinator, BFG Communications); Kelly Helder (Director of Social Media, BFG Communications); Bryan Moseley (UX Engineer, BFG Communications); Bill Holliday (Lead Developer, BFG Communications); Kirsten Freisen (Digital Coordinator, BFG Communications); Level 48 by Pereira & O'Dell for Skype
What better way to reach its target audience than creating a live-streamed game on the Xbox One and using Bobby Lee and College Humor’s Jake & Amir in the bargain?! Inviting fans to take control brought about an engagement Skype could only dream of: a 66% growth in purchase consideration, a 30% hike in Skype Feature awareness on Xbox, and 49% over delivery of paid media impression.
Credits: Agency: Pereira & O'Dell PJ Pereira, Chief Creative Officer Jonathan Woytek, Creative Director Brett Beaty, Sr Art Director Ben Sweitzer, Art Director Simon Friedlander, Writer Chris Ryan, Writer Carolina Penner, Designer Aaron Rodriguez, Designer Jeff Ferro, VP of Production Kelsie Van Deman, Executive Producer Ivy Truong, Account Director Ali Forgeron, Management Supervisor Michael Reardon, Account Manager Conrad Schuman, Project Manager Molly Cabe, Associate Strategy Director Jasmine Summerset, Associate Strategy Director Liz Wood, Media Strategist Oliver Berbecaru, Media Strategist Katie McKinley, Assistant Media Strategist Kallie Halbach, Director of Business Affairs Jaime Szefc, Business Affairs Manager

Home Page Takeover: Variety Home Page Takeover - History of Innovation by UM for Sony Electronics
Sony and Variety partnered to illustrate Sony’s long history of innovation and cultural relevancy. This HISTORY OF INNOVATION campaign searched Variety’s archives to resurfaced over 50 seminal news stories in TV, Film, Music and entertainment from the 1960’s and connected Sony’s product history with them. These articles were presented on a custom Variety homepage with a timeline slider that enabled the reader to experience the stories through the years, paired with era-appropriate ads for Sony products.
Affiliated Agency: Wieden + Kennedy(Creative), Variety(Publisher)
Credits:Credits: Karen Hunt, EVP – UM; Dan Pierce, SVP – UM; Randy Hastings, Partner – UM; Jason Yoong, Associate Director – UM; Peter Bhusiririt, Manager – UM; Tony Chanes, Sr. Associate – UM; Patrick Jurga, Associate – UM; Chris Groom, Creative Director; Stuart Brown, Creative Director - W+K; Matt Lever, Copywriter - W+K; Helen Rhodes, Art Director - W+K; Caio Lazzuri, Art Director - W+K; Tricia Huetig, Producer - W+K; Eddye Borgese, Producer - W+K; Josie Goldberg, Social Strategy - W+K; Anibal Casso, Strategic Planning - W+K; Kelly Muller, Media/Comms Planning - W+K; Trish Adams, Account Team - W+K; Diana Gonzalez, Account Team - W+K; Marcelina Ward, Account Team - W+K; Joe Staples / Mark Fitzloff - Executive Creative Directors - W+K; Ben Grylewicz - Agency Executive Producer – W+K; Andy Prince, Digital Designer – W+K; Michelle Fine-Smith, Sales Manager – Variety; Stuart Oldham, Managing Editor – Variety; Gabriel Koen, Technical Lead – Variety; Nicola Catton, Project Lead – Variety; Craig Perreault, Business Lead – Variety;; SBSP Yahoo! HPTO by Tommy for Paramount Pictures Intl
SpongeBob Squarepants and his buddies' superhero alter-egos were introduced via ice cream splats, bubbles or sour musical notes - your choice! - in this engaging takeover for The SpongeBob Movie. Once you chose your hero, the five different takeover expansions led to a rich experience full of movie clips, games, and "candids" of the cast.
Credits: Chris Edwards - Managing Partner Myia Hancox - Senior Account Manager Charlie Keeper - Senior Designer; The Hunger Games: Mockingjay - Part 1 Online Media by AvatarLabs for Lionsgate
Avatar Labs’ arresting execution to introduce the third Hunger Games movie and its characters began with a grainy, flickering Beetee warning, “Your website is being hacked, and it's the Rebellion!” "Citizens of Panem" "Katniss Everdeen IS the Mockingjay." Then, the page ignites. The main unit introduces six top rebels, and was translucent, letting the Rebellion’s fire flicker through. Other "hackable" buttons on the unit revealed sharable content. The film became the #1 movie over three consecutive weekends.
Credits: Lionsgate AvatarLabs

Mobile: App: Target Holiday Wish List by SapientNitro for Target Corporation
SapientNitro worked alongside Target and a local animation studio to design and develop a game experience set inside the Target Toy Factory. The game's features included 3D-animated rooms, avatar characters, wishlist creation and a letter to Santa. Parents were able to access their kids' wish lists and share them with others. The lists were also searchable in-store and on Target.com, enabling parents, friends and family to avoid giving duplicate gifts.
Credits: SapientNitro Gaston Legorburu, Worldwide Chief Creative Officer Adina Dahlin, Director, Client Services John Biondi, Creative Director Mark Wagner, Associate Creative Director Amy Martin, Sr. Art Director Drew Lintvedt, Art Director Jeff Mueller, Copywriter Arpit Jain, Director of Technology Sumith Sukumaran, Manager, Business Consulting Alex Silverman, Manager, Mobile Solutions Ben Wakeman, Sr. Architect Refa Dcosta, Sr. Architect Elena O’Donnell, Sr. Manager, Interactive Program Management Katie Murphy, Interactive Program Manager FUSE Animation Studio Josh Grundmeier, Creative Director; Expedia app for Apple Watch by Expedia for Expedia
Expedia's Apple Watch app enables travelers to receive travel-related notifications on their wrists. The app can instantaneously alert users to changes in flight status, gate changes, hotel check-in and check-out dates, and the like. The online travel company designed the app in hopes of boosting customer loyalty and giving people an additional reason to book their travel through the service.
Affiliated Agency: HL Group
Credits: John Kim, Senior Vice President, Global Product at Expedia.com Noah Lucas, Senior Product Manager, Mobile at Expedia.com Jerald Singh, Senior Director, Product Management at Expedia.com Linda Bao, Product Marketing Manager, Mobile at Expedia.com; 7Rewards by T3 for 7-Eleven
T3 redesigned and rebuilt 7-Eleven’s mobile app with the goal of creating an app that would house the company's new loyalty program while also teaching members the accompanying scanning behavior. The app now prominently displays members' barcodes on the home screen for quick access at checkout, resulting in a 500% increase in average scans per store per day. T3 also used custom integration with third-party APIs to display personalized coupons and the specific services offered at each 7-Eleven location.
Credits: Denny Phillips, Creative Director Jay Suhr, Senior Vice President, Chief Creative Officer Lynna Bartosh, Senior Art Director Erin Schwarzbach, Copywriter Nick Tilden, Experience Designer

Mobile: Integration Cross Platform: Drinkable Advertising by Ogilvy New York for The Coca-Cola Company / Coke Zero
Convincing a generation of water-drinkers to embrace soda is no easy task. Stepping up to the challenge, Ogilvy New York partnered with Shazam to create a seamless symphony of experiential creatives spanning every channel imaginable. With some virtual magic, the team turned TV, radio and out-of-home into an invitation to pour a Coke Zero directly into people’s phones, in real-time -- and, in the process, delivered the best sampling results in the history of the brand.
Credits: Advertising Agency: Ogilvy New York Chief Creative Officer: Chris Garbutt Chief Creative Officer: Corinna Falusi Creative Directors: Milton Correa, Jones Krahl Art Directors: Andreas Hoff, Milton Correa, Fabio Natan Copywriters: Jones Krahl, Carolina Saraiva President: Adam Tucker Executive Group Director: Nicole Pinochet Account Management: Marissa Guerra, Jennifer Miller & Tania Zorrilla Executive Director, Digital Production: Angela Fung Executive Producer, Digital Production: Ami Moore Executive Director, Digital Technology: Jason Wurtzel Technology Management: Jordan Saletan, Edward Szeto Software Development: Joseph Laquinte, Josh Berry, Lynn Maharas, Nathaniel Jones DevOps: Greg Jones, Brian McCarthy Quality Assurance: Raul Morales, Allison Rowley Executive Producer, NA: Patti McConnell Director, Content Production - Art: Cindy Rivet Content Production: Jessica Fiore, Marianne Waldron, Kelly Allen, Michael Freeman Worldwide Head of Planning: Colin Mitchell Planning: Kristian Baek, Ned Sonnenschein, Megan Meza Digital Production Company: Bossa Audio Studio: Sticky Audio Labs Audio Studio: Beacon Street Studios Audio Studio: Heard City Sound Design: Junto Sounds Film Production: MJZ (Director: Irv Blitz) Film Production: Method Studios / Company 3 Film Production:Cut+Run (Editor: Joel Miller) Media Agency: Starcom MediaVest Group; Call of Duty: Hack in Black by Edelman for Activision
It’s never easy getting people fired up for a new product iteration when they’re perfectly happy with the old one -- especially, hardcore gamers. The solution? Snapchat! With Edelman’s help, Call of Duty maker Activision got millions of gamers pumped for Black Ops 3 by embedding a first-of-it-kind Snapchat Snapcode easter egg right into Black Ops 2. In just five days, they generated over 1.3 billion earned impressions and 700,000 social mentions, making it the biggest Call of Duty announcement ever.
Affiliated Agency: AKQA (Digital Content Production for Snapchat Assets)
Credits: Eric Hirshberg - Activision, CEO Tim Ellis - Activision, CMO Jonathan Anastas - Activision, VP, Global Brand Marketing Justin Manfredi - Activision, Sr. Director, Digital Marketing Monte Lutz - Activision, Global Head of PR Mike Mantarro - Activision, Vice President of PR Mark Lamia - Treyarch, Studio Head John Rafacz - Treyarch, Director of Communications & Social Media Jay Puryear -Treyarch, Director of Brand Development Sam Kennedy – Edelman, Vice President Robb Hittner – Edelman, Sr Vice President Barndi Kim – Account Director Jordan Atlas – Creative Director Robert Sinclair – Creative Director Ben Lewis – Social Media Strategist Peter Bowman – Community Manager Zach Locker – Edelman, Senior Digital Producer Taylor Rhoads – Edelman, Junior Designer Nick Strada – AKQA, Group Creative Director Eric Diem – AKQA, Creative Director Kristin Goto, AKQA, Client Partner Dan Sharkey, AKQA, Account Supervisor EB Davis – AKQA, Associate Creative Director Arturo Lindbergh – AKQA, Motion Graphic Designer Steve Uchrin, AKQA, Sr Project Manager Mallory Taylor – AKQA, Associate Designer Brendan Hurt – AKQA, Copywriter; Audi Redefines Second Screen TV with “Pretty Little Liars” & Snapchat by Huge for Audi
To tell millennials about its A3 entry-level luxury vehicle, Audi had to effectively infiltrate their multi-tasking, multi-screening lives. To do so, agency partner Huge teamed with the producers of “Pretty Little Liars” — one of the most tweeted-about shows on TV. Together, they created original content specifically for Audi’s Snapchat account, which they promoted exclusively through TV-targeted tweets to fans of the show. The resulting campaign performed better than 98% of all Twitter campaigns, to date.
Affiliated Agency: Mediacom
Credits: Andrew Cunningham – Community Lead, Huge Megan Malli – Engagement Director, Huge Megan Toth – Community Manager, Huge Natalie Eyerman – Visual Designer, Huge Scott Permar – Associate Program Director, Huge Colleen Canty – Associate Media Director, Mediacom Trina Pepe – Director of Integrated Marketing & Promotions, ABC Family Andrew Elliott – Social Media Specialist, Audi Anna Russell - General Manager, Brand Marketing, Audi Benny Lawrence – Manager, Media and Brand Integration, Audi Carrie Murray – Digital Media Specialist, Audi

Mobile: Single Execution, App: #WatchingPaintDry by Racepoint Global for Glidden Paint, a paint brand of PPG
Watching paint dry is short for dull. On behalf of paint brand Glidden, however, Racepoint Global managed to transform the task into an edgy and engaging mobile media event. How? The agency put the paint at the center of a live Periscope feed, and then invited people to tweet about it for a chance to win free cans of Glidden and cash prizes. Racepoint also targeted DIYers with promoted tweets, generating nearly 10 million impressions, and about 20,000 Periscopes “hearts.”
Credits: John Gonnella, Executive Creative Director Laura Smith, Vice President, Account Services Margo Monnier, Senior Vice President, Account Services Isadora Dunne, Senior Copywriter Rose Yaksic, Media Supervisor Shona Rosenblum, Senior Account Executive Seth Hatfield, Art Director Sarah Richelson, Manager, Delivery Management Alexandra Bruce, Media Planner Amanda McCarthy, Account Executive Rick Pires, ‎Technical Support Specialist; Break the Ice by Swyft Media for MillerCoors
Good marketing means speaking your customers’ language, and young mobile users definitely have their own dialect. Yes, expanding beyond acronyms and abbreviations, Emoji is emerging as the lingua franca of the mobile generation. So, who better to help MillerCoors raise the visibility of Coors Light among millennial than the “emojification” specialists at Swyft Media? Their “Break The Ice” campaign utilized branded emoji, which were downloaded more than 700,000 times, and resulted in click-through rates of 15%, and over 5,000 hours of user engagement.
Affiliated Agency: Swyft Media, MillerCoors
Credits: Dilini Fernando - Digital Innovation & Marketing at MillerCoors Evan Wray - Co-Founder, General Manager and Vice President at Swyft Media Sean O’Brien - Co-Founder, Swyft Media; Pop a Deal by Redbox for Redbox & 3c Interactive for Redbox
Sometimes the best ideas are the simplest ones. Take Redbox’s use of virtual scatch-off cards to drive customer engagement, retention, and revenue across its digital channels. Combining the scratch-off popularity with HTML 5 and CSS 3 functionality, Redbox got nearly 3 million consumers to “scratch” around 21 millions cards! That resulted in 400,000 consumers signing up for Redbox’s text service; 41,000 Twitter followers; 53,000 Instagram followers; and nearly half a million downloads of the Redbox app.
Affiliated Agency: 3c Interactive, LLC (Mobile Messaging Partner)
Credits: Kimberlie Christen, Redbox, Senior Manager, Mobile Strategy & Innovation Jesse Ratliff, Redbox, Digital Marketing Manager Tony Goncalves, 3c Interactive, Client Account Manager

Mobile: Campaign: Manfidence by MV42 for Tecate Beer
Battling the well-funded competition to reach an Hispanic 21-34-year-old male, Heineken’s challenger brand Tecate took to the social channels. Its combination of short pitchy video spots with striking, edgy artwork posts made the campaign theme of “Manfidence” stand out. The effort targeted bicultural Millennials in their native habitat – Facebook. The result of great creative contoured for the mobile experience was a target reach of 90% in the US and an 18% engagement rate.
Affiliated Agency: Facebook Creative Shop
Credits: Jennifer Weiss- Connections Associate Director, MV42 Mike Torres- Director, VP, MV42 Guillermo Abud- Director, VP, MV42 Matthew Dienstag- Associate, MV42 Alicia Angeles- Junior Associate, MV42; Rimmel London #ROCKINIT with Mobile by Rimmel London & Millennial Media for Rimmel London
Rimmel London wanted to generate buzz around their new product: ScandalEyes Rockin’ Curves Mascara. With the help of Millennial Media, they created an interactive rich media, interstitial banner that targeted and directed mobile first, young women to the campaign hub. Mimicking the functionality of a mobile device, the website immersed users into a interactive social experience where they could view and engage with the content of their choice. Their innovation was rewarded with high levels of user engagement and clicks.
Credits: Rimmel London & Millennial Media; Destiny by OMD for Activision
To boost the launch of their latest game, Destiny, Activision created immersive interstitial mobile ads that put gamers into Destiny Planet View. Here users could preview the actual experience of the game environment, using swiping and tilting interactions. The campaign was promoted using media stacking environments in social and Web channels to own gamers’ attention wherever they went. Delivering over 195 million impressions and over 1 million unique users in its first week (6 mins. average engagement), the campaign excelled.
Affiliated Agency: 72 & Sunny
Credits: Caroline McNiel, Activision, Vice President, Global Media Simone Lengyel, Activision, Senior Director, Global Media Natalie Holbrook, OMD, Group Director Michael Bynon, OMD, Supervisor Jonathan Anastas, Activision, Vice President, Digital Marketing David Blaser, Activision, Director, Digital Marketing Ryan Crosby, Activision, Vice President, Consumer Marketing Todd Harvey, Activision, SVP, Consumer Marketing Tim Ellis, Activision, EVP, Chief Marketing Officer Eric Hirshberg, Activision, CEO

Native Advertising: Single Execution: Verizon FiOS: High Bandwidth GIFs as High Art (Colossal) by Create Digital for Verizon FiOS
Faster upload speeds may not be the sexiest topic for an advertising campaign, but Create Digital found a way to make it interesting for the audience of Verizon FiOS Speedmatch. To promote the service, they targeted Colossal, a popular visual arts blog, with native, detailed “GIFs” that required massive data uploads.The top performing post on the website, was a photo series by artist Kevin Weir, showcasing pictures from the Library of Congress coming to life with spooky animations — generating tens of thousands of social shares.
Credits: Brad Perry - Director of Strategy Jessica Kantor - Creative Director Bilal Khan - Strategist Carrie Throckmorton - Account Supervisor; John Templeton Foundation - Big Ideas by Harmelin Media for John Templeton Foundation
The John Templeton Foundation had an unusual goal encouraging its audience to contemplate the limits of human knowledge and the nature of reality. Harmelin Media, made it work, however, with a unique native ad execution on Slate. Placements delivered essays and visuals from scholars and experts exploring the intersection between science and theology. The campaign received over 27K page views, 450+ comments using a custom-created commenting system, and an average time spent of 3.43 minutes with the content.
Credits: All the below are Harmelin Media employees: Suzanne Longo - Senior Media Director Nicole Pearse - Senior Media Director Janine Cross - Senior Media Director Rich Harmelin - Senior Media Strategist Molly Levine - Media Strategist; Grit & Grace by Giant Spoon for Cole Haan
Cole Haan asked Giant Spoon to help reinvigorate the brand and connect with affluent women for its Fall 2014 season, building off its “History Begins Here” platform, which pays tribute to female innovators and entrepreneurs. The program would also highlight Cole Haan’s partnership with the New York City Ballet and its new line of ballet-inspired fashions. Giant Spoon tied it all together with “Grit & Grace,” a native ad execution featuring ten mini-documentaries created with the New York Times’ T Brand Studio, complemented by text, behind-the-scenes video, and dramatic photos. Distributed across NYT as well as Cole Haan’s own channels, the mini-docs gave viewers a window into the lives of three NYCB ballerinas, each revealing a compelling mix of determination and elegance. Traffic to Cole Haan’s website doubled during peak periods of activation, and users have spent approximately 30% more time on the site compared to other areas.
Credits: Giant Spoon: Alan Cohen - Co-Founder Trevor Guthrie - Co-Founder John Ohara - SVP of Strategy Caleb Smith - Senior Strategist Cole Haan: David Maddocks - Chief Marketing Officer Erin Riley - VP of Global Marketing Megan Lindstrand - Director of Brand Communications Andy Gray - VP Creative Director Michelle Turli - Associate Marketing Manager New York Times: Alex Casner- Producer - T Brand Studios Stephanie Fleischman - T Brand Studios Mark Lloyd - Fashion Director

Native Advertising: Campaign: Land Rover: The Vanishing Game by Mindshare for Land Rover
Land Rover wanted to raise its profile and highlight its association with adventure using its loyal fan base’s own stories. In its native campaign created by Mindshare, stories from Land Rover owners were woven into an interactive text and video novella titled “The Vanishing Game.” The campaign unfolded on sites like Quartz, which amplified the episodes with related, custom content. The campaign also included downloadable e-books and audiobooks, resulting in over 100,000 e-book downloads from Amazon.
Affiliated Agency: Y&R/Wunderman Creative Agency
Credits: Kim McCullough VP Marketing Jaguar Land Rover Ken Bracht Communications Manager Land Rover Kim Kyaw Digital Marketing & Social Media Manager Land Rover Danielle Koffer EVP Mindshare Karen Bennett Managing Director Mindshare Derek Topel Director Mindshare Grace Robbins Comms Planner Mindshare Dan Eckrote Associate Director Mindshare Regina Revisto Associate Director Mindshare Michael Mercede Manager Mindshare Matt Renzulli Manager Mindshare Catherine Young Senior Associate Mindshare Olivia Grow Associate Mindshare Priscilla Arguinzoni Director Mindshare Brandon Lane Associate Director Mindshare Rob Pyeatt Senior Associate Mindshare Aaron Kim Associate Mindshare Raunak Munot Social Director Mindshare Nancy Aresu Y&R Kathy Stahler Account Director Y&R Mark Sobier Creative Director Y&R Greg Farley Creative Y&R Phil Lieberman Wunderman Tara Frey Planner Y&R; Cities Energized: The Urban Transition by MediaCom for Shell
All too often lumped in with other “big oil” companies, Shell wanted to demonstrate that it’s dedicated to addressing future sustainability and energy needs. MediaCom worked with The New York Times to create the “Cities Energized: The Urban Transition” print guide and online campaign, including an eight-page section wrapped around the newspaper made of translucent vellum. The story continued online with a multimedia experience featuring parallax scrolling, interactive infographics, custom data visualizations and videos. Shell’s brand favorability jumped from -9.1 to +23.5.
Affiliated Agency: T Brand Studio (production company)
Credits: Larry Swyer MediaCom Managing Partner, Group Account Director Rachel Nowick MediaCom Partner, Communications Planning Director Jakob Reich MediaCom Digital Media Manager Brian Damon MediaCom Communications Planning Supervisor Johanna Branagan MediaCom Digital Media Planner; eBay Content Pilot on Imgur by eBay for eBay
A pioneer in the first wave of e-commerce, eBay wanted to introduce its brand to young millennial males. Together with the creative strategy team at online image-sharing community Imgur, they produced a campaign of native posts that leveraged eBay’s existing content about technology like drones (as Father’s Day gift ideas), collectible toys, and cable management. The first Promoted Post, on Father's Day & Drones, garnered a 12.28% CTR and 3.7k upvotes.
Affiliated Agency: NA
Credits: Llibert Argerich. Head of Social Channels - eBay Nicky Shane. Content Marketing - eBay Rupen Patel. Social Influencer Network - eBay Laurel Hodge. Creative Strategist - Imgur Kat Fernandez. Sales Director - Imgur Ryan Howard. Designer - Imgur Kivalani McMurrin. Copywriter - Imgur Stephanie Polizzi. Copywriter - Imgur Bradley Kessler. Account Manager - Imgur

Social: Newsjacking: Ready, Set, Goooolf! by MediaCom for Volkswagen
How could Volkswagen -- which was not an official sponsor -- bring World Cup excitement and action to its Golf GTI launch? By posting an "instant replay” immediately after every goal, featuring GTIs as the players. The videos were uploaded onto social media and alongside live streams. The hugely successful campaign drove an 843% rise in Twitter mentions of VW, a 200% increase in VW model page visits, and achieved 122% of its sales objective.
Affiliated Agency: Deutsch LA (creative), Edelman (PR), Creative On Demand (creative), Flashtalking (digital)
Credits: David Fasola MediaCom Managing Partner, Director of Planning Joanne Diaz MediaCom Senior Partner, Associate Director Daniel Han MediaCom Associate Media Director Sean Williamson MediaCom Partner, Communications Planning Director Adnan Brankovic MediaCom Managing Partner, Group Account Director Alec D’Antonio MediaCom Digital Media Planner; #HaveUFoundtruTV? by truTV for truTV
Every year, fans consumed by March Madness fever search online to see who will broadcast the NCAA men's basketball tournament, yet are lost in a sea of tweets about @truTV's coverage. In an ingenious campaign, Havas and truTV used a team of writers and custom content to create a real-time social war room for its Promoted Trend, leading Twitter's trends list for 24 hours. The campaign lifted the brand and scored high with truTV's Twitter audience.
Credits: truTV; Play-Doh in Pop Culture by AMP Agency for Hasbro's Play-Doh
Play-Doh has an established following, but needed its Facebook page to inspire fans and drive up engagement. AMP combined the skills of an in-house social monitoring team and a sculpting team to turn memorable moments in pop culture to life using Play-Doh. The campaign was a success: The “Left Shark” garnered over 1 million impressions, while the “the dress debate” post generated 5 million impressions — keeping 1.4 million Facebook fans engaged, inspired and loyal.
Credits: James Hough, Creative Director, AMP Agency Kevin Griffin, Associate Creative Director, AMP Agency Roberto Valdivieso, Art Director & Sculptor, AMP Agency Laura Tobon, Designer & Sculptor, AMP Agency Cailigh MacDonald, Sculptor Megan Lake, Associate Copywriter, AMP Agency Tim Beaton, Associate Copywriter, AMP Agency Erica Melia, Senior Vice President, AMP Agency Liz Dorrance, Vice President, Account Management, AMP Agency Sarah Wickman, Account Supervisor, AMP Agency Kirsten Quinn, Senior Account Executive, AMP Agency Alyssa McBryar, Account Executive, AMP Agency Amanda Stonely, Producer, AMP Agency James Parton, Senior Producer, Hasbro Danielle Dolan, Associate Brand Manager, Hasbro Kim Cupka, Associate Brand Manager, Hasbro

Rich Media: Campaign: Vikings Season 3 by History for History
Challenged with increasing viewership and ratings, HISTORY attempted to build on the fan base of “Vikings” before its third season premiere without turning away those who discovered the show earlier. The solution: creating a flash unit in which an ax shattered an in-progress clip, which then segued into the new season’s artwork and messaging. The ax-shattering technique ultimately became the signature aspect of HISTORY’s “Vikings” campaign, and Season Three debuted to huge viewership numbers.
Credits: EVP- Guy Slattery VP- Meghan Kirsch Sr.Art Director-Amanda Dulkinys Director Brand Creative-Off-Air Cate Harbulak - Agency TVGLA; Paramount Yahoo & Transformers by MEC for Paramount Pictures International
In the summer of 2014, the competition for Paramount’s “Transformers: Age of Extinction” wasn’t just the movies playing alongside it at the multiplex; it was the soccer World Cup in Brazil, which kept hundreds of millions of people glued to their screens. MEC, Paramount and Yahoo took an “if you can’t beat ‘em, join ‘em” approach to the situation: They built live World Cup feeds into custom banner ad units, with live-action Transformers announcing goals and handing out yellow cards.
Affiliated Agency: Yahoo, AvatarLabs
Credits: Selena Lee MEC Senior Partner, Senior Director, International Inderjit Toor MEC Digital Manager, International Lauren Currence MEC Manager, International Planning Andrea Dominguez MEC Digital Senior Associate, International Deley MEC Senior Associate, International Planning Nic Crawley Paramount Pictures International President of Marketing & Distribution Casey Wu Paramount Pictures Director of International Media Vina Asani Paramount Pictures Director of International Media JC Blandon Paramount Pictures Director of International Media Bryan Warman Paramount Pictures SVP, International Interactive Marketing Josh Lawson Paramount Pictures VP, International Interactive Marketing Matt Andree Wiltons Paramount Pictures Manager, International Interactive Marketing; The Hunger Games: Mockingjay - Part 1 Online Media by AvatarLabs for Lionsgate
Hoping to combat the franchise fatigue that sets in after a movie or three, Lionsgate and AvatarLabs went big with its promotional approach to “The Hunger Games: Mockingjay - Part 1.” They “took over” popular gaming site IGN.com, via a video of one character making a huge announcement about another. At its conclusion, the page was strikingly set aflame, in a manner consistent with the movie’s key art, revealing a semi-hidden button that led viewers to a series of character profiles.
Credits: Lionsgate AvatarLabs

Rich Display Media: Single Execution or Campaign: Sally Hansen - Insta Dri by Kargo for COTY - Sally Hansen
Think of this as an updated version of the mood ring. To support Sally Hansen’s Insta-Dri line of nail polish colors, Kargo created a banner that matched a woman’s mood with her nail color. Users of the “Mood Matcher” were instructed to tap and hold the ad, which flashed a multitude of colors, ultimately giving users one nail shade and mood. Women had the option of buying their matched color in real-time or posting their results on Twitter or Facebook. Don’t like your color? Users could rescan for a different shade and mood.
Affiliated Agency: OMD - Media Agency
Credits: Morgan Petti - Associate Director of Mobile, OMD Gretchen Smith - Digital Supervisor, OMD Olivia Arnold - Marketing Manager, COTY Sara Angelo - Manager, Digital Media and Marketing, COTY Dave Morrison, Account Director, Kargo Jose Navarro, Account Manager, Kargo Alexandra Menglide, Senior Interactive Designer, Kargo; Jaguar Alive 5 by Crucial Interactive for Jaguar
Crucial Interactive created a choose your own adventure type campaign for Jaguar. Once users clicked on a Jaguar Alive 5 banner, actor and spokesman Nicholas Hoult escorted users through Jaguar’s secret underground lab, where a series of tests were performed, from crash-testing a car to seeing a Jaguar withstand extreme heat and extreme cold climates. Users selected the videos played and at the conclusion could schedule an in-person test drive at their local dealer.
Affiliated Agency: Mindshare- Digital Strategy, Young & Rubicam- Creative
Credits: Andrew Bester (Account Executive, Crucial Interactive), Ryan Noonan (Digital Manager, Mindshare Worldwide), Janeal Phillips-Orr (Account Supervisor, Young & Rubicam), Walter Zanel (Communications Manager, Jaguar Land Rover Canada), Spark44 (Video Production); Follow Your Team by SapientNitro for Fiat Chrysler Automobiles
SapientNitro created a rich media unit for the Dodge Ram 1500 EcoDiesel that calculates how much a fan would spend on gas if they drove to their team’s next away game, while also driving home the fact that the truck gets 28 HWY MPG. The agency paired the NFL’s 2014 schedule with a person’s location, calculated the miles to be traveled and number of gallons of gas saved when driving a Ram 1500, compared to competing trucks. In all, 512 routes for 32 teams were created.
Credits: Worldwide Chief Creative Officer: Gaston Legorburu CD: Alan Pafenbach ACDs: Matt McGowan, Pete Valle Art Director: Tyler Smith Copywriters: Nick Nelson, Lawrence Wang Developers: Kevin Williams, Joeddy Mathurin QA: Matthew Seguin Creative Operations: Kerry Aitcheson Project Manager: Jes Spear Client Services: Jerome Moore

Search Marketing: SEM Campaign: Citi Double Cash Holistic Search by Razorfish for Citi
Citi launched the Citi Double Cash Card campaign thinking about all the channels in which consumers could possibly see the brand's content. It combined paid search and search engine optimization with affiliate marketing, video and mobile to teach consumers about its cash-back options. The campaign included video in the search results, and paid search layered with first-party data to tailor the message to consumers based prior behavior. A mobile click-to-call feature made sure potential customers had multiple options to learn about the new card.
Affiliated Agency: Razorfish
Credits: Lou Cohen John Koelzer Amos Ductan Ian Moore Holly Fisher; The Power of Programmatic Search by Starcom MediaVest Group for Samsung
Starcom MediaVest Group developed a programmatic search campaign for Samsung where potential customers were targeted using keywords. It required lots of data -- site, offline, first and third party, and look-alike models -- combining BlueKai Search DMP with what the agency calls the "first-ever programmatic search deal" using Google's Remarketing List for Search Ads. After three months, click through rates more than doubled with a 105% lift relative to non-programmatic search buying. Non-branded impressions per market share also rose 20%.
Credits: -; iProspect and The Limited: A Strong Foundation and Attention to Detail Deliver 81% More Revenue with Style by iProspect for The Limited
To help Limited find new customers, iProspect created a campaign that shifted Limited's focus from a fairly young audience to a more sophisticated woman interested in career wear. The team developed a paid search campaign supported by RLSA, automated bidding, and match type optimization. The change drove 81% more revenue with only a 32% increase in investment, and reduced cost per clicks by 6%. The Limited managed to hit a $5 return on as spend.
Credits: Jessica Dearien, Regional Director of Paid Search, iProspect; Jason Kent, Account Director, iProspect; Sara Weitzel, Account Supervisor, iProspect; Dannyle D’Onosrio, Senior Digital Specialist, The Limited

Search Marketing: SEO Campaign: #RedKettleReason Holiday Giving Campaign by The Richards Group for The Salvation Army
The Salvation Army campaign this year got a makeover, driving an increase in click-through rates and reduction in cost per clicks. Restructuring ad groups, creating a lengthy list of keywords generated more traffic to the Web site and donations by creating niche audience segments, from brand specific to generic charity related. Through continual A/B testing, the campaign drove up conversion rates, donation revenue, and return on ad spend. Paid search exceeded its donation revenue goal by more than 100%, raising more than $2 million. The return on ad spend rose more than 35% to $8.3 compared with the previous year.
Credits: Robert Kurtz- Search Planner, The Richards Group Erin Benavides- Search Planner, The Richards Group; Chevrolet Performance and iProspect: Reinventing a Legendary Brand for the Digital Age by iProspect for Chevrolet Performance
Chevrolet Performance laid the groundwork for iProspect to relaunch the brand's 200,000-page Web site by migrating it to a 100-page section on Chevy.com. The goal to build a strong foundation helped traffic rise 100% one month after launch. The campaign achieved the top five positions in organic search query rankings for 99% of all targeted keywords, and division sales met the highest in the brand’s 48-year history. Total site traffic rose 20%, compared with the year-ago month. Organic search query listing drove more than 50% of all traffic.
Credits: Jenny Simko, Global Account Director, iProspect; Nick Boylan, Account Supervisor, iProspect; Michael Cipielewski, SEO Lead, iProspect; Angela Brown, Marketing Manager, Chevrolet Performance; Bank of America and iProspect: Staying One Step Ahead of the SEO Curve with the Google Answer Box by iProspect for Bank of America
Bank of America tapped iProspect to develop a strategy that would reach potential and existing customers with answers for each search query asked. The strategy would capitalize on Google's contextual search, Google Answer Box, and deliver content in micro-moments on mobile. Collaboration between integrated content marketing and search engine optimization drove up organic search traffic by 61% to bankofamerica.com's financial educational pages, and 90% higher conversions, compared with the prior year. More than 950 keywords -- mostly how-tos and what-is -- triggered more than 316,000 monthly search queries showing BofA content in the Google Answer Box.
Credits: Matt Grzyb, VP, Group Account Director, iProspect; PJ Fusco, SEO Director, iProspect; Scott Gardner, SVP, SEO Digital Marketing, Bank of America

Social Campaign Across Platforms: Non-Paid: Taco Bell Blackout by DigitasLBi San Francisco for Taco Bell
In a bid to draw consumers to its new mobile ordering app, Taco Bell decided that plugging away on all of its social channels wouldn’t get the job done. So instead, the company decided to do the exact opposite — it “blacked out” all of its social channels for a short period of time to generate buzz. Taco Bell’s unique decision to use social by visibly not using social led to 2.6 million people to download the app.
Credits: ALL DIGITASLBI Ronald Ng – Chief Creative Officer, North America Dave Marsey – San Francisco Managing Director Morgan Carroll – EVP / Executive Creative Director Eric Dean – SVP / Executive Creative Director Paul Bjork – VP / Creative Director Brad Meyers – VP / Creative Director James Duffy – Associate Creative Director Greg Coffin – Associate Creative Director Jason Moy – Senior Copy Writer Gwen Barker – Executive Producer Taylor Humphreys – Associate Producer Kira Romansky – Associate Director, Integrated Production Dean Rubinstein – VP / Group Director, Account Ashley Heltne – Account Director Andrew Furth – Account Manager Aushlee Cummins – Account Manager Hanna McPhee – Account Executive Eliza Lochner – VP / Director, Creative Strategy Jean-Michel Hoffman – Associate Creative Strategist John Tuchtenhagen – VP / Group Director, Media Larisa Johnson – Media Supervisor Carley Rosenberg – Media Supervisor Oliver Berbecaru – Media Planner Nadia Last – Associate Media Planner; From Hot in Cleveland to Hot in the Gen X Living Room by Mediahub for TV Land
To promote its new show — “Younger” — TV Land went after a younger audience because its average viewer was 55. Research found that its target audience, female Gen X’ers, try new shows through their social networks. So TV Land took to Twitter, Facebook, Pinterest and Instagram to reach this audience, retargeting those most engaged. The end result was the highest rating for W18-34 for any original sitcom. The average age watching “Younger” was 49 — six years below the network average.
Credits: John Moore, President Mediahub Laurel Boyd, SVP, Group Media Director Mediahub Michelle Blaser, Digital Media Supervisor Mediahub Molly Noonan, Assistant Digital Media Planner Mediahub Kristen Abramo, SVP Group Media Director Mediahub; Audi Redefines Second Screen TV with “Pretty Little Liars” & Snapchat by Huge for Audi
Audi wanted to grow its brand with millennial women, so the luxury vehicle company partnered with ABC Family’s “Pretty Little Liars” — a top show among W18-34 that’s always buzzing on Twitter — to launch a Snapchat-focused campaign. The company targeted W18-34 on Twitter and lured them to Snapchat with the promise of clues about "PLL." The campaign led to 487 million Twitter impressions and a 27% boost in social media rating. Brand favorability increased 13% as well.
Affiliated Agency: Mediacom
Credits: Andrew Cunningham – Community Lead, Huge Megan Malli – Engagement Director, Huge Megan Toth – Community Manager, Huge Natalie Eyerman – Visual Designer, Huge Scott Permar – Associate Program Director, Huge Colleen Canty – Associate Media Director, Mediacom Trina Pepe – Director of Integrated Marketing & Promotions, ABC Family Andrew Elliott – Social Media Specialist, Audi Anna Russell - General Manager, Brand Marketing, Audi Benny Lawrence – Manager, Media and Brand Integration, Audi Carrie Murray – Digital Media Specialist, Audi

Social: Facebook Campaign: Manfidence by MV42 for Tecate Beer
Getting guys to slow their scroll on Facebook’s mobile app has never been tougher. On behalf of beer brand Tecate, MV42 recently did just that with the succinct storytelling and sexy illustrations in its “Manfidence” crusade. With the help of Facebook’s Creative Shop, the campaign reached 93% of Tecate target’s audience on the social network -- or nearly 90% of its U.S. target. It also boasted an 18% engagement rate -- 340% better than the brand’s past efforts.
Affiliated Agency: Facebook Creative Shop
Credits: Jennifer Weiss- Connections Associate Director, MV42 Mike Torres- Director, VP, MV42 Guillermo Abud- Director, VP, MV42 Matthew Dienstag- Associate, MV42 Alicia Angeles- Junior Associate, MV42; The Power of Emotional ROI by DigitasHealth LifeBrands for Rebif
Facebook is about connections, and that insight wasn’t lost on Digitas Health LifeBrands and Rebif -- a drug that aims to reduce the frequency of relapses in people with multiple sclerosis. Together, the agency and client set out to improve sales by enlisting the help of Rebif’s support program, The Patient Ambassadors and nurses of MS LifeLines. Rebif encouraged everyone to comment freely on Facebook -- unique for any pharma brand -- and what ensued was nothing short of inspiring.
Credits: Jacqueline Nolan - Executive Creative Director Audrey Fleisher - Group Creative Director Yueh Fang Wu Feng - Creative Director Martin Torres - Creative Director Michael Homeyer - Associate Creative Director Fiona Jack - Lead Creative; Be Sure It's Secure by Havas Worldwide Chicago for Hefty
Sometimes the best way to go big is to go small -- especially when you don’t have much cash. That was certainly the case with Havas Worldwide Chicago and Hefty, who had to raise brand awareness on a budget that was -- by their own estimate -- about 400 times smaller than the leading competitor. The resulting “Be Sure it's Secure” campaign showed off the strength of Hefty bags with a series of scaled-down scenarios replete with miniature props and nifty stop-motion photography -- perfect for the small screens that most people use to peruse Facebook.
Credits: Jason Peterson, Chief Creative Officer, Havas Worldwide Chicago Ecole Weinstein, Group Creative Director, Havas Worldwide Chicago Shelby Georgis, Associate Creative Director, Havas Worldwide Chicago Cam Giblin, Art Director, Havas Worldwide Chicago Matt Bush, Copywriter, Havas Worldwide Chicago Chris Hainey, Photographer, Havas Worldwide Chicago

Social: Pinterest Campaign: MAN-O-FLAGE by TDA_Boulder for FirstBank
Women may use Pinterest predominantly, but men might need some DIY ideas occasionally. TDA_Boulder created a campaign for FirstBank mortgages to get men excited about buying and subsequently decorating their first home. The agency created MAN-O-FLAGE, a male-friendly browser skin that’s downoadable via Firefox and allows men to browse Pinterest completely without anyone noticing. Men can see select "Meats," "Power Tools" or "Sporting" skins, which allow just one Pinterest image at a time. Other photos are replaced by pictures of raw beef, drill bits, or a fly tackle box.
Affiliated Agency: Dirty Robber Productions
Credits: Jonathan Schoenberg: Executive Creative Director at TDA_Boulder. Jeremy Seibold: Creative Director at TDA_Boulder Barrett Brynestad, Senior Art Director at TDA_Boulder. Dan Colburn: Copywriter at TDA_Boulder Danielle Borden: Agency Producer at TDA_Boulder. Media Director: Sam Johnson Dirty Robber: production company. Micha Perta: Director at Dirty Robber. Jason Puris: Executive Producer at Dirty Robber. Chris Uttewiller: Executive Producer at Dirty Robber. Celeste Diamos: Editor.; IKEA Catalog Pinterest Alpha Test by MEC for IKEA
To bring IKEA’s catalog to life in a mobile setting, MEC created a Pinterest campaign that turned one pinnable image into a series of swipable pins. A single image was promoted in users’ feeds and once expanded, users could swipe to see a panoramic picture of IKEA’s version of the perfect bedroom or click on a handful of specific products. Clicking on a product gave users the option to pin it on their own Pinterest board or direct them to IKEA’s website.
Affiliated Agency: Pintrest, IKEA
Credits: Noah Mallin, Practice Lead, Social, MEC Global PJ Andersen, Account Manager,pinterest Orela Suku, Social Media Manager,ikea Peter Lauer, Social Manager, MEC Global; Lay’s Wavy Cookbook by OMD for Frito-Lay/PepsiCo/Lay’s Wavy
Lay’s Wavy potato chips targeted Millennial women using a Pinterest campaign that began with recipe ideas using Lay’s Wavy as the main ingredient. OMD posted 50 “Flavor Fusion” pins on a custom Pinterest board to serve as inspiration for new ideas. Celebrity chef Stephanie Izard and Lay’s Flavor Kitchen chef Jody Denton took 20 recipes, selected by fans, from the “Flavor Fusions” board and created a self-described first-ever Pinterest cookbook.
Affiliated Agency: OMD's Ignition Factory
Credits: Natalie Duckor – Media Supervisor, OMD Alex Plante – Brand Partnerships, Brit + Co Cyndi Berzow – Partnership Manager, Pinterest Alice Humphrey – Marketing Manager, Frito-Lay North America

Social: Use of Single Platform: Little Money Big Fun by MRM//McCann Romania for KFC Romania

MRM encourages teens in Romania to show off their creativity and prove to the world: "we don’t need a ton of money to have fun". Kids recreated photos on Instagram with their budget props to mock the rich kids who gained social media fame by flashing their possessions. The “Little money big fun” campaign goes beyond promoting KFC’s low-priced full-meal smart menu, it challenges the explosion of materialism among the privileged kids in a society that’s going through economic changes, and restores the belief in true happiness.
Credits: MRM // McCann Chief Creative Officer: Nir Refuah Copywriter: Sandra Bold Art Director: Nadejda Ghilca Client Service Director: Ionela Buta Senior Account Manager: Gina Zgubea Account Manager: Tina Cretu Web Developer: Alexandra Visan Corporate Communication Manager: Carmen Bistrian Universal McCann Planning Director: Victor Croitoru Account Director: Alina Vasile Digital Planner: Alexandru Ailiesei Head of Digital: Luminita Visu; #SpeakBeautiful by Mindshare for Dove
As the brand who pioneered the message of real beauty radiates from within and comes in different shapes and sizes, Dove continues its effort in promoting women’s confidence by launching the #SpeakBeautiful movement on Twitter during the Oscars. The campaign aims for the moment when tweets about negative body image peak to combat the low self-esteem society’s beauty standards have cast on many women, and received positive results on reversing the trend.
Affiliated Agency: Vayner, Social Agency
Credits: Cindy Gustafson, Invention Studio Managing Director, Mindshare Melissa Coffas, Strategic Planning Managing Director, Mindshare Laura Powers, Strategic Planning Director, Mindshare Joey-Lyn Addesa, Social Director, Mindshare Lisa DiBenedetto, Digital Investment Managing Director, Mindshare Anne Balestrieri, Strategic Planning Associate Director, Mindshare; Rock Your Legs by Edgewell, Spotify & MEC for Edgewell, Schick and Skintimate
Edgewell & MEC maximized the Spotify platform to generate awareness and loyalty for the Schick and Skintimate leg care products. The “Rock Your Legs” campaign utilizes audio, homepage takeover, custom music video and curated playlists, partnerships with Pitch Perfect 2 and Betty Who, all aligned with the products’ young female audience, to promote leg care as as a beauty ritual to "rock their legs" in the immersive social music environment of Spotify.
Affiliated Agency: MEC, media agency, JWT, creative agency, F#, digital production agency
Credits: Jenny Hoffman, Manager, Branded Experiences, Spotify Zach Rosenow, Account Director, Sales, Spotify Cari Kesten, Account Manager, Sales, Spotify Stephanie Yun, Director, Digital Strategy, MEC Crystal Nguyen, Manager, Digital Strategy, MEC Sara Spreitzer, Senior Associate, Digital, MEC Aric Phillips, Account Director, F# Zach Presswood, Account Manager, F# Alyssa Sergi, Senior Associate, Digital Investment, MEC Kate Callaghan, Account Manager, JWT Erik Wagner, Account Director, JWT Mike Sherman, Associate Brand Manager, Edgewell Camilla Medeiros, Senior Brand Manager, Edgewell

Interactive: Single Execution: Nike Phenomenal Shot: A Google Art, Copy & Code Project by Grow/Wieden + Kennedy/Mindshare/Google Creative Partnerships for Nike / Google
Grow turned soccer's magic moments into digital real-time currency by capturing the sport's greatest players in their best moments during games. The campaign, Phenomenal Shot, let global fans participate by sharing their favorite moments of Nike athletes just seconds after they happened through 3D ads that ran during the World Cup. More than two million fans from 200 countries engaged with the ads. When Brazil's Neymar Jr. scored two goals in the first half of the Cameroon match, or when USA's Tim Howard had a series of saves during a game with Portugal, the campaign turned those plays into shareable digital bites within 10 seconds.
Credits: Drew Ungvarsky, Executive Creative Director, Grow Eric Green, Account Director, Grow Eamon Wyse, Production Director, Grow Brian Walker, Technology Director, Grow Quan Hoang, Creative Director, Grow Matt Clack, Associate Creative Director, Grow Jeff Whitlock, Lead Producer, Grow Nate Witte, Lead Developer, Grow Bruno Porrio, Art Director, Grow Joe Branton, Design Director, Grow Keith Kaminski, Producer, Grow Jordan Crisman, Producer, Grow Matt Campbell, Developer, Grow Gabe Molochko, Developer, Grow Ann Yuan, Developer, Grow Darius Pilapil, Developer, Grow Zach Young, Developer, Grow Lookmai Rattana, Developer, Grow Will Jardine, Developer, Grow Jeff Penano, Developer, Grow Josh Newton, Designer, Grow Brian Villalon, Designer, Grow Tom Söderlund, Producer, Goo Technologies Martin Sjölin, Associate Producer, Goo Technologies Rickard Herlitz , Technical Director, Goo Technologies Magnus Östergren, Creative Director, Goo Technologies Oskar Åbrink, Lead Client Developer, Goo Technologies Jon Svenonius, Head of Studio, Goo Technologies Joakim Areschoug, Artist, Goo Technologies Nils Friberg, Artist, Goo Technologies Robert Krupa, Artist, Goo Technologies Alex Lusth, Artist, Goo Technologies Niklas Hallin, Artist, Goo Technologies Robin Portnoff, Artist, Goo Technologies Christian Christiansen, Artist, Goo Technologies Stefan Hedman, Software Engineer, Goo Technologies Christian Östman, Software Engineer, Goo Technologies Alberto Ponte / Ryan O'Rourke / Dan Viens, Creative Director, W+K Portland Adam Sirkin / Jeff Ackley, Developer, W+K Portland Nilesh Ashra, Director of Creative Technology, W+K Portland Jason Glover, UX Designer, W+K Portland Patrick Marzullo, Director of Interactive Production, W+K Portland Ben Oh, Senior Interactive Producer, W+K Portland Byron Oshiro, Interactive Producer, W+K Portland Greg White , Digital Strategist, W+K Portland Daniel Sheniak / Josh Chang / Hilary Heath, Media/Comms Planning, W+K Portland Karrelle Dixon / Alyssa Ramsey / Ricardo Hieber / Molly Rugg, Account Team, W+K Portland Jordan Schroeder, Project Manager, W+K Portland Beth Nagel, Business Affairs, W+K Portland Mark Fitzloff / Joe Staples, Executive Creative Directors, W+K Portland Ben Malbon, Director, Google Creative Partnerships Aman Govil, Team Lead, Google Creative Partnerships Mike Glaser, Brand Lead, Google Creative Partnerships Cara Clayman, Account Executive, Google Creative Partnerships Shana Opperman, Producer, Google Creative Partnerships Justin Joy, Marketing Lead, Google Creative Partnerships Andrea Faville, PR Lead, Google Creative Partnerships Pasha Nahass, Product Manager, Google Creative Partnerships Xiaohuan Li, Engineering Lead, Google Creative Partnerships Katie Rottier, Head of Industry, Google Creative Partnerships Adrien Robert, Liam MacManus, Media Planning/Buying, Mindshare Alex Webster, Managing Director, Passion Pictures Ryan Goodwin Smith, Executive Producer, Passion Pictures Anna Cunnington / Lisa Hill, Producer, Passion Pictures Kate Goodwin / Mike Turoff, Line Producer, Passion Pictures Neil Riley, VFX Supervisor, Passion Pictures Conor Ryan / Steven White, Animators, Passion Pictures Carlota Primo-Rebon / Jirka Siska, Lighting, Passion Pictures Suzanne Forward, CO-Ordinator, Passion Pictures Julian Hodgson, CG Supervisor, Passion Pictures Anthony Martin, Simulation, Passion Pictures Will Broadbent / Jonny Grew, Google TD, Passion Pictures; BACARDI Untameable Tour by GMR Marketing for BACARDI
Aimed at males age 21 to 24 to build a target list of BACARDI rum drinkers, GMR Marketing created Untameable Tour, an experiential augmented reality campaign that began in bars and ended at music destinations like Lollapalooza and TomorrowWorld. The campaign, which required participants to sign-up, brought life-sized BACARDI augmented-reality girls into the video to dance alongside real-life party goers. Consumers could choose their favorite girl, and receive their photo or video via email to share on social media. Some 17 weeks into a 26 week campaign, the BACARDI Untameable Tour fielded more than 20,000 total tour registrations, and sent 20 winners and their guests on exclusive journeys to major music festivals.
Affiliated Agency: Anshar Labs, Atomic Imaging/Golan Productions
Credits: Brian Pettit – Executive Creative Director (GMR Marketing) Steve Jarvis – Executive VP, Business Development (GMR Marketing) Alex Beer – Senior VP, Client Services (GMR Marketing) Mike Thompson – VP, Client Services (GMR Marketing) Jennifer Flynn-Grant – Digital Project Manager (GMR Marketing) Aaron Schafer – IT Development Director (GMR Marketing) Pete Durbin – Account Director (GMR Marketing) Trevor Nackers – Creative Project Manager (GMR Marketing) Paloma Chavez – Senior Designer (GMR Marketing) Carrie Forbes – Account Supervisor (GMR Marketing) Megan O’Neill – Account Manager (GMR Marketing); Sense8 Degrees of Music Separation by Sense8 Degrees of Music Separation by MEC & Spotify for Netflix
Netflix launched its latest original series, Sense8, focused on eight people worldwide who telepathically experienced each other's lives. Following the release, Netflix & MEC partnered with Spotify to build awareness, interest and boost engagement. Music, paid social and buzz drove users to the Sense8 Degrees of Musical Separation Web site where they entered their city and logged into Spotify to personalize their music map. Some 30% of users who engaged with the character map listened to the official playlist, which accounts for 63% of the playlist followers, and 37% of followers came from organic chatter about the experience.
Affiliated Agency: Sense8 Degrees of Music Separation by Netflix, Spotify & MEC for Netflix
Credits: Cody Creelman, Sr. Media Planner, MEC San Francisco Claire Sokolich, Assistant Media Planner, MEC San Francisco Sean McNamara, Digital Director, MEC San Francisco Carley Rosenberg, Digital Manager, MEC San Francisco Brendan Sullivan, Account Manager, F# Ian Seah, Project Manager, F# Aric Philips, Account Director, F# Rachael Haley, Sr. Marketing Manager, Netflix Arnell Davis, Manager, Original Series Marketing, Netflix Hannah Gullixson, Manager, Originals Marketing, Netflix Megan Imbres, Director of Marketing, North America, Netflix Kristen Meadows, Account Manager, Spotify Rachel Gross, Sales Planner, Spotify Marie Abesamis, Account Director, Spotify Michael Jackel, RVP, West Coast Sales, Spotify

Social: Twitter Campaign: Ready, Set, Goooolf! by MediaCom for Volkswagen
For your client, what if they demanded that you generate the same level of excitement that is collectively shown for the World Cup? Most agencies would wet themselves. On behalf of Volkswagen, however, MediaCom stepped up the proverbial plate, and got soccer fans screaming for the VW Golf GTI. The effort required the creation of 288 original spots, which were promoted everywhere, including on Twitter where MediaCom ran the Promoted Trend #VWGolfGTI to target relevant users and keywords.
Affiliated Agency: Deutsch LA (creative), Edelman (PR), Creative On Demand (creative), Flashtalking (digital)
Credits: David Fasola MediaCom Managing Partner, Director of Planning Joanne Diaz MediaCom Senior Partner, Associate Director Daniel Han MediaCom Associate Media Director Sean Williamson MediaCom Partner, Communications Planning Director Adnan Brankovic MediaCom Managing Partner, Group Account Director Alec D’Antonio MediaCom Digital Media Planner; Sign My Tweet by Goodby Silverstein & Partners for Comcast/XFINITY
Some say getting a star to follow you on Twitter has replaced the autograph. Of course, the “follow” lacks a certain sensorial something. Combining the best of both worlds, Goodby Silverstein & Partners hosted what appears to be world’s first live Twitter autograph session. To get fans fired up for Comcast/XFINITY and its underrated sports coverage, the agency got Emmitt Smith and Odell Beckham Jr. to sign poster-sized printed-out tweets as they were published to the platform in real-time. The #SignMyTweet events also drove participation with highly-targeted Promoted Tweets.
Affiliated Agency: MediaVest (Media), GMR (Activation), Grupo Gallegos (Hispanic Agency)
Credits: Comcast XFINITY Dustin Hayes, Executive Director Marketing Communications Jose Velez Silva, Executive Director Marketing Communications Robin Dagostino, Director Marketing Communications Sue Slominski, Executive Director Media Services Goodby Silverstein & Partners (San Franisco) Eric Kallman – Executive Creative Director Kyle Lamb – Art Director Kurt Mills – Copywriter Ellie Hardy – Director of Interactive Production Austin Kim – Senior Interactive Producer Paymon Parsia – Experiential Producer Patrick Wong – Associate User Experience Manager Jason Bedecarre – Account Director Whitney Kollar – Account Director John-James Richardson – Senior Communications Strategist Judy Ybarra - Business Affairs Associate Director Anna Diokno – Business Affairs Associate Manager Kayla Lostica - Agency Communications Manager Nicolle Zurek – Art Director Jenna Kauppi – Copywriter Ronnie Allman – Director of Photography Kevin Southey – Video Editor Carley Ridgeway – Video Producer Mike Landry – Creative Director, Motion GMR Marketing (Milwaukee) Brian Gainor - Director, Global Sports and Entertainment Consulting Mark Cruz – Senior Account Director, Comcast Sports Strategy Sarah Smedley – Account Supervisor, Comcast Sports Strategy Dan Kubasa - Manager, Editorial Strategy Leah Thomas - Account Executive, Comcast Sports Strategy Grupo Gallegos (Los Angeles) Natalie Vaughn, Account Director Peter Botello, Account Executive Sofia Somoza, Assistant Account Executive Chris Mellow, Director of Digital and Engagement Aldo Chuc, Community Manager Diana Cruz, Jr. Strategic Planner Laura Rodriguez, Social Media Copywriter Ana Maria Lazareff, Social Media Copywriter Carlos Tornell, Creative Director Annick Hernandez, Jr. Graphic Designer MediaVest (New York) Arielle Heller – VP Group Director Jill Kerszko – Associate Media Director; Bluebird by OMD for McDonald's
No stranger to negativity, McDonald’s wanted to address the surplus of bad vibes swirling around social media -- and raise some positive awareness for itself in the process. With OMD’s help, the burger brand focused its “Lovin’” on other brands advertising during this year’s Super Bowl. McDonald’s incentivized Twitter users to play nice by giving away the same products that other brands were promoting during the big game. As a result, McDonald’s was the most talked about brand on Super Bowl Sunday, and achieved the top share of voice of brand conversations on Twitter.
Affiliated Agency: DDB, Leo Burnett
Credits: Anja Carroll, McDonald’s, VP, Consumer Connections Michael Solomon, OMD, Managing Director Kristin de Castro, OMD, Group Account Director Anna Sawicki, OMD, Supervisor

Gaming: World of Paddle Pop by SapientNitro for Unilever
Knowing its target audience was too young to be pitched on general social networks, ice cream brand Paddle Pop built its own kid-safe World of Paddle Pop social and gaming environment. This ambitious reimagining of brand assets as an interactive land offered a deep 10 hours of questing. The sheer quality of the crafted experience engaged kids for an average of 29 minutes each a day. The 21-market worldwide campaign helped lift sales up 21% in some markets.
Credits: Aparna Sundaresh Unilever Global Brand Director Judah Ruiz Unilever Global Brand Director Bryan Lingan Unilever Global Brand Manager Huiting Koh Unilever Global Assistant Brand Manager Larissa Lin Unilever Global Assistant Brand Manager Wendy Grant Unilever Digital Marketing Services Lead Andy Greenaway SapientNitro Executive Creative Director Brandon Lee SapientNitro Associate Creative Director Kieran Weston SapientNitro UX Director Jose Mella SapientNitro UX Menaka Chandrasekhar SapientNitro Designer Pattharaporn Khunchon SapientNitro Designer Haikel Zaini SapientNitro Designer Scarlett Lok SapientNitro Head of Client Services Virginie Pontruche SapientNitro Account Director Alejandra Christie SapientNitro Account Manager Emily Duder SapientNitro Account Director Kelly Buchanan SapientNitro Project Manager Fabian Seifried SapientNitro Project Manager; The CHAPPiE Challenge by UM for Sony Pictures Entertainment/Chappie
What better way to humanize the film robot Chappie for a target audience of young males than to make the bot into a gaming opponent? Latching onto console release Evolve, the team leveraged the goliath reach of Twitch to promote chances to play against the film character. The promise paid off in a brilliantly animated CGI in-game rendering of Chappie playing against finalists. The campaign enthralled gamers, a million of whom tuned in for the live stream of the game. This is how marketers get into the game.
Affiliated Agency: Twitch and Evolve
Credits: o Deborah Gaudette (SVP, Grp Ptnr, Portfolio Mgmt, UM Interactive Media) - UM o Yvonne Abt (VP, Partner, Portfolio Mgmt, Digital SPE) - UM o Erica Lee (Assoc Director, Portfolio Mgmt, Digital SPE) - UM o Tiffany Dunning (Freelance Manager, UM Studios, UM Studios) - UM o Shahaab Quraishi (Assoc Dir, Creative Production, Creative Production) - UM o Laura Kelly (Sr Associate, Portfolio Mgmt, Digital SPE) - UM o Rob Czechowicz (Sr Associate, Creative Prod, Creative Production) - UM o Carolyn Loo (Manager, Portfolio Management, Digital SPE) - UM; Call of Duty: Hack in Black by Edelman for Activision
Nothing challenges like success. So when the monster game franchise Call of Duty had to turn gamers heads from their play of Black Ops 2 to it sequel they went native by hacking the gameplay itself. Snapchar Snapcodes were inserted into the virtual gaming world, intriguing players to activate a trail of clues about the upcoming game’s storyline. By hitting their target right where they lived – in the game and in Snapchat – Activision netted hundreds of new Snapchat followers. 50 million YouTube video views pile dup as players tried to unravel the clues. It was a crafty product reveal that earned 1.3 billion impression in five days.
Affiliated Agency: AKQA (Digital Content Production for Snapchat Assets)
Credits: Eric Hirshberg - Activision, CEO Tim Ellis - Activision, CMO Jonathan Anastas - Activision, VP, Global Brand Marketing Justin Manfredi - Activision, Sr. Director, Digital Marketing Monte Lutz - Activision, Global Head of PR Mike Mantarro - Activision, Vice President of PR Mark Lamia - Treyarch, Studio Head John Rafacz - Treyarch, Director of Communications & Social Media Jay Puryear -Treyarch, Director of Brand Development Sam Kennedy – Edelman, Vice President Robb Hittner – Edelman, Sr Vice President Barndi Kim – Account Director Jordan Atlas – Creative Director Robert Sinclair – Creative Director Ben Lewis – Social Media Strategist Peter Bowman – Community Manager Zach Locker – Edelman, Senior Digital Producer Taylor Rhoads – Edelman, Junior Designer Nick Strada – AKQA, Group Creative Director Eric Diem – AKQA, Creative Director Kristin Goto, AKQA, Client Partner Dan Sharkey, AKQA, Account Supervisor EB Davis – AKQA, Associate Creative Director Arturo Lindbergh – AKQA, Motion Graphic Designer Steve Uchrin, AKQA, Sr Project Manager Mallory Taylor – AKQA, Associate Designer Brendan Hurt – AKQA, Copywriter

Humor: ARCHER | Season 6 by PROJECT C for FX
Topping the humor on FX’s “Archer” is no easy task, but Project C accepted the network’s challenge to fill the show’s official Tumblr with edgy, hysterical content. The result was a digital advent calendar that counted down to the 2015 premiere of “Archer.” Each day on the calendar had its own original image and countdown art, including - ahem - “Pam’s Do-It-Yourself Happy Trail Stencil.” Just as “Archer” consistently pushes the boundaries, so too did the Tumblr promoting the show’s sixth season.
Affiliated Agency: FX | Client
Credits: PROJECT C: John Christiano, Founder & Creative Director Matthew Jordan, Director of Strategy & Creative Morgan Keep, Assoc. Creative Director Joey Barrus, Assoc. Creative Director Dino Vindeni, Writer / Producer Jennifer Christiano, Producer Andy Schlossberg, Lead Developer Mike Wojo, Programmer Alisen Jackson, Designer Raji Purcell, Designer; Home-Buying Process in Plain English with Elizabeth Banks by Pereira & O'Dell, NY for realtor.com®
To cement the Realtor.com brand as an ally to first-time home buyers, the site set out to demystify the process in a manner that wasn’t formal or pedantic. The resulting series, “The Home-Buying Process in Plain English with Elizabeth Banks,” approached an intimidating topic with wit and candor. The five episodes, which live on a distinct Realtor.com page alongside mortgage calculators and other tools for newbies, have collectively been viewed more than three million times.
Credits: Agency: Pereira & O'Dell, New York Executive Creative Director: Dave Arnold Associate Creative Directors: Jake Dubs, Alexei Beltrone Copywriter: Michelle Lamont Art Director: Maya Renz and Alex Parodi Head of Production, New York: Tennille Teague Producer: Montea Robinson Managing Director: Cory Berger Account Director: Annika Roden Account Supervisor: Jessica Williams Associate Strategy Director: Mike Lewis Strategist: Anna Bedineishvili Business Affairs Director: Russ Nadler; “Valerie Selfie” -- The Comeback, HBO by HBO for The Comeback
As they attempted to revive “The Comeback” after nearly a decade, HBO and GLOW had a big challenge in front of them: How do you reintroduce an “old” character in a new media environment? What they did was sent 18-inch-tall cutouts of Valerie Cherish, played once anew by Lisa Kudrow, to various media influencers. A host of social and media coverage followed, including a segment on “Anderson Cooper 360.”
Affiliated Agency: 360i, GLOW
Credits: Howie Kleinberg, COO, President, Digital Communications, GLOW Sean Lynam, Senior Digital Strategist, GLOW Tara Lewis, Account Executive, GLOW Sarah Pine, Social Media Coordinator, GLOW Sabrina Caluori, Senior Vice President, Digital & Social Media, HBO Lindsey Pearl, Director, Digital & Social Media, HBO Dana Flax, Manager, Digital & Social Media, HBO Valentina Monte, Associate Manager, Digital & Social Media, HBO Josh Lenze, Account Director, 360i Audri Nakamura, Account Supervisor, 360i Haley Hopkins, Senior Producer, 360i

User-Generated: EA Sports Madden GIFERATOR: A Google Art, Copy & Code Project by Grow/Heat/Google Creative Partnerships for EA Sports / Google
Football remains a popular sport, but fewer people than in the past play Madden. So Grow created Madden GIFERATOR, which let fans of football and the EA Sports Madden franchise create real-time NFL GIFs to share with friends on mobile devices in real time. The ads, tailored to NFL team fans, were delivered on smartphones just seconds after events happened on TV. Players from teams tweeted about some of the more than 420,000 GIFs shared across the Internet.
Affiliated Agency: Heat - Digital Agency; Google Creative Partnerships - Digital Agency
Credits: Drew Ungvarsky, Executive Creative Director, Grow Eric Green, Account Director, Grow Eamon Wyse, Production Director, Grow Brian Walker, Technology Director, Grow Quan Hoang, Creative Director, Grow Todd Lower, Lead Producer, Grow Ricky Williams, Lead Developer, Grow Matt Clack, Associate, Creative Director, Grow Eric Lohman, Lead Creative, Grow Sonya Parker, Producer, Grow Jordan Crisman, Producer, Grow Matt Campbell, Developer, Grow Gabe Molochko, Developer, Grow JR Smith, Developer, Grow Ann Yuan, Developer, Grow Darius Pilapil, Developer, Grow Zach Young, Developer, Grow Lookmai Rattana, Developer, Grow Will Jardine, Developer, Grow Jeff Penano, Developer, Grow Nate Witte, Developer, Grow Joe Branton, Design Director, Grow Josh Newton, Designer, Grow Brian Villalon, Designer, Grow Jason Levesque, Motion Designer, Grow Thelonius Cook, Design Production, Grow Franck Tchouambou, QA Analyst, Grow Cindy Digman, Design Production, Grow Louis McLeod, Design Production, Grow Steve Stone, Executive Creative Director, Heat Warren Cockrel, Creative Director/Copywriter, Heat Anna Rowland, Creative Director/Art Director, Heat Matthew Stafford, Digital Creative Director, Heat Jayson Hobby, Interactive Designer, Heat Will Knox, Copywriter, Heat Aaron Clinger, Director of Digital, Heat ANTHONY STEVENSON, Vice President of Marketing, EA Sports DANA MARINEAU, Vice President of Advertising and Design, EA Sports DUSTIN SHEKELL, Director of Global Creative Strategy, EA Sports SCOTT CRISSMAN, Senior Marketing Manager, EA Sports ALEXIS COX, Senior Product Manager, EA Sports JAAP TUINMAN, Senior Director, Campaign Strategy & Media Planning, EA Sports BEN MALBON, Director, Creative Partnerships, Google AMAN GOVIL, Team Lead, Art, Copy & Code, Google MIKE GLASER, Brand Lead, Art, Copy & Code, Google SHANA OPPERMAN, Producer, Art, Copy & Code, Google HILLARY COE, Creative Lead, Art, Copy & Code, Google HAI NGUYEN, Creative Technology Lead, Art, Copy & Code, Google ALISON MILLER, Program Manager, Google JUSTIN JOY, Marketing Lead, Art, Copy & Code, Google ANDREW SWARTZ, PR Lead, Art, Copy & Code, Google PASHA NAHAAS, PM Lead, Google XIAOHUAN LI, Engineering Lead, Google ERICA LARSON, Head of Industry, Google AMY LOVELACE, Account Executive, Google BRIAN STEELE, Team Lead, Google; What Lives Inside by Pereira & O'Dell for Intel + Dell
Pereira & O'Dell created a magical storyline Web series about a lost son and his departed famous puppeteer father with help from Intel and Dell products. "What Lives Inside," a surreal world inhabited by fantastical creatures, announced in January 2015, asked users to submit creature sketches that could possibly be featured in the film. Many were. The campaign generated more than 1.5 million social interactions, 6,000 character submissions, 1,150 articles in the press, over 43 million total views in the U.S.
Credits: Intel Partnering Marketing Manager: Ryan Baker Global Account Director: Michelle Megarry Executive Producer: Billie Goldman Dell Executive Director of North America Marketing: Marissa Tarleton Partner Programs Director: Michael Lambert Media Communications Sr. Advisor: Natalie Greeson Agency: Pereira & O’Dell Chief Creative Officer – PJ Pereira Executive Creative Director – Jaime Robinson Robert Lambrechts – Creative Director Creative Director – Jason Apaliski Author: Robert Lambrechts VP Production – Jeff Ferro Sr. Producer Elisa Moore – Sr. Integrated Producer – Erin Davis Sr. Integrated Producer – Leslie Ernst Trailer and Interactive Editor – Collin Kriner Senior Designer – Moses Kelany Co-¬‐Director of Client Services – Henry Arlander Account Director – Marisa Quiter Account Executive – Jessy Baer VP of Media – Josh Brandau Media Strategist – Pete Fishman Project Manager – Adam Russell Project Manager – Lauren Parker Production Intern – Josh Diaz Business Affairs - Russ Nadler Creative – Chris Adam Creative – Ross Cavin Production Company: RSA Films Visual Effects – MPC Title Design and Post Production Supervision: Laundry! Mix and Sound Design: 740 Sound Interactive Production Company: STOPP; Spotify Year in Music by Razorfish New York for Spotify
Listening to their listeners, Spotify analyzed transformed user data to reframe the year’s events through the most popular tunes. Unearthing human truths, this unique campaign drew more than 5 million site visits. 1 million personal snapshots were created through music to provide insights on things like the happiest day of the year, or how people felt when marijuana was legalized in Colorado.
Credits: Erin Clift, Vice President Marketing, Spotify Josh Karpf, Global Director, Social Marketing, Spotify Marian Dicus, US Head of Consumer Marketing, Spotify Candice Katz, Social Marketing Manager, Spotify Natalie Lam, Executive Creative Director, Razorfish Alex Bodman, Group Creative Director, Razorfish Diego Aguilar, Creative Director, Razorfish Hunter Simms, Associate Creative Director, Razorfish Thomas Dudon, Senior Art Director, Razorfish Ray Lam, Associate Creative Director, Razorfish Daniel Kim, Writer, Freelance Nicole James, Art Director, Razorfish Mo Osunbor, Art Director, Razorfish Chris Phillips, Copywriter, Razorfish Ryan Kalus, Senior Designer, Razorfish Andy Catchaturyan, Senior Designer, Razorfish Chad Drobish, Interaction Art Director, Razorfish Sean Moroney, Motion Designer, Freelance Bryan Matsuoka, Client Partner, Razorfish Rob Cavenagh, Program Manager, Razorfish Justin Wallace, Senior Project Manager, Razorfish Michael Prieto, Senior Producer, Razorfish Larry Max, Associate Project Manager, Razorfish Rebecca Shapiro, Functional Analyst, Razorfish Rob Huber, Senior QA Analyst, Razorfish Amit Vashista, Associate QA Manager, Razorfish Kyle Outlaw, Group Director Experience, Razorfish Ian Alexander, Experience Director, Razorfish Angie Tso, Associate Experience Director, Razorfish Talia Fisher, Senior Information Architect, Razorfish Lars Gelfan, Technology Director, Razorfish Wes Reid, Technology Director, Razorfish Dennis Hall, Presentation Layer Architect, Razorfish Uttam Naidu, Technical Architect, Razorfish Jonathan Schmidt, Tech, Razorfish Silvia Cerqueira, Director Analytics, Razorfish Jessica Zorn, Analytics Manager, Razorfish Michael Zabar, CI Analyst, Razorfish Grant Owens, GVP National Head of Planning, Razorfish Philip Lee, Associate Director Account Planning, Razorfish Neal Gorevic, Strategy Director, Razorfish Keaton Bedell, Analyst, Razorfish

Programmatic: Neutrogena 2x Derm Perfect Pairings by UM/J3 for Johnson & Johnson/Neutrogena
Most Neutrogena customers only buy one product from the line, so Johnson & Johnson and UM/J3 leveraged shopper data to discover loyalists who were also buying competitive products in other categories. To raise brand awareness, they created a campaign that used interactive rich media and video, so the consumer could explore “Perfect Pairings” of Neutrogena products. By using data to draft off of existing brand loyalties and extend it to new products, Neutrogena generated a 4.04% brand awareness lift and reached 18.1 million households.
Affiliated Agency: Cadreon, Catalina, Grape Shot
Credits: Courtney Benedict (Manager, Integrated Planning) - UM/J3 Lee Fisher (VP Grp Partner Integrated Plan, Media) - UM/J3 Corinne Shaffer-Murphy (SVP, Client Business Partner) - UM/J3 Max Anderson (Sr Product Manager, Product Development) - Cadreon Eunice Lee (Manager, Decision Sciences) - UM/J3 Hilary Gilmore (Manager, Decision Sciences, Media) - UM/J3 Kevin Yea (Manager, Decision Sciences) - UM/J3 Josh Bock (SVP, Group Partner, DS) - UM Dean Jayson (SVP Managing Ptn Digital Innov, Media) - UM Catherine Baker (Partner, Integrated Planning) - UM/J3 Monica Chen (VP, Programmatic, Programmatic) - Cadreon Kaitlin Leary (Director, Brand Development) - Catalina Phil Petrella (Group Director, Brand Development) - Catalina Jennifer Crabtree (Media Consultant) - Catalina Amanda DiMarco (Senior Manager, Brand Development) - Catalina Tara Pagni (Executive Director, Media Services) - Catalina Danielle Bautista (Director, Brand Development) - Catalina Michelle Franz (Regional Director, Digital Sales) - Catalina; EA Sports Madden GIFERATOR: A Google Art, Copy & Code Project by Grow/Heat/Google Creative Partnerships for EA Sports / Google
Like movies, the best way to sell a game is to show the experience. This breakthrough campaign leveraged sporting events and the “Madden GIFERATOR” to create display ads that reflected real world game play occurring in real time. Every brag-worthy play got an animated banner ad targeted specifically to fans of one of 32 NFL franchises. The campaign innovated in the use of dynamic ad creative, targeting and the use of the second screen to grab fans as they divided their attention between TV and devices. the effort ran on every game throughout the season to keep the Madden franchise top of mind. The scale and complexity of the campaign was unprecedented and showed how programmatic technology can drive creativity.
Affiliated Agency: Heat - Digital Agency; Google Creative Partnerships - Digital Agency
Credits: Drew Ungvarsky, Executive Creative Director, Grow Eric Green, Account Director, Grow Eamon Wyse, Production Director, Grow Brian Walker, Technology Director, Grow Quan Hoang, Creative Director, Grow Todd Lower, Lead Producer, Grow Ricky Williams, Lead Developer, Grow Matt Clack, Associate, Creative Director, Grow Eric Lohman, Lead Creative, Grow Sonya Parker, Producer, Grow Jordan Crisman, Producer, Grow Matt Campbell, Developer, Grow Gabe Molochko, Developer, Grow JR Smith, Developer, Grow Ann Yuan, Developer, Grow Darius Pilapil, Developer, Grow Zach Young, Developer, Grow Lookmai Rattana, Developer, Grow Will Jardine, Developer, Grow Jeff Penano, Developer, Grow Nate Witte, Developer, Grow Joe Branton, Design Director, Grow Josh Newton, Designer, Grow Brian Villalon, Designer, Grow Jason Levesque, Motion Designer, Grow Thelonius Cook, Design Production, Grow Franck Tchouambou, QA Analyst, Grow Cindy Digman, Design Production, Grow Louis McLeod, Design Production, Grow Steve Stone, Executive Creative Director, Heat Warren Cockrel, Creative Director/Copywriter, Heat Anna Rowland, Creative Director/Art Director, Heat Matthew Stafford, Digital Creative Director, Heat Jayson Hobby, Interactive Designer, Heat Will Knox, Copywriter, Heat Aaron Clinger, Director of Digital, Heat ANTHONY STEVENSON, Vice President of Marketing, EA Sports DANA MARINEAU, Vice President of Advertising and Design, EA Sports DUSTIN SHEKELL, Director of Global Creative Strategy, EA Sports SCOTT CRISSMAN, Senior Marketing Manager, EA Sports ALEXIS COX, Senior Product Manager, EA Sports JAAP TUINMAN, Senior Director, Campaign Strategy & Media Planning, EA Sports BEN MALBON, Director, Creative Partnerships, Google AMAN GOVIL, Team Lead, Art, Copy & Code, Google MIKE GLASER, Brand Lead, Art, Copy & Code, Google SHANA OPPERMAN, Producer, Art, Copy & Code, Google HILLARY COE, Creative Lead, Art, Copy & Code, Google HAI NGUYEN, Creative Technology Lead, Art, Copy & Code, Google ALISON MILLER, Program Manager, Google JUSTIN JOY, Marketing Lead, Art, Copy & Code, Google ANDREW SWARTZ, PR Lead, Art, Copy & Code, Google PASHA NAHAAS, PM Lead, Google XIAOHUAN LI, Engineering Lead, Google ERICA LARSON, Head of Industry, Google AMY LOVELACE, Account Executive, Google BRIAN STEELE, Team Lead, Google; Salad Predictions by Starcom MediaVest Group for Kraft Salad Dressings
Salad dressing has become a hard sell in a fragmented market with an emphasis on healthful salad elements, not the sauce. The answer was to target not just the consumer but the ingredients. By cross-checking popular salad choices at KraftRecipes.com with social trends, Kraft was able to target segments based on recent produce purchases. Call it a kind of predictive analytics applied to dinner. The campaign helped markedly improve sales trends for key dressing varieties.
Credits: -

Video: Campaign: Ashton Kutcher Case Study by Lenovo for Maverick
TV celebrity endorsements? Who can’t see through this stuff? A wide-ranging video campaign featuring Ashton Kutcher, for the new Lenovo Yoga tablet, took a new angle: Kutcher actually contributing to the development of product -- including leading focus groups efforts (to a shocked group of people) and as an “product engineer.” The campaign did well on social media: gaining a total of 17 million impressions, 1.3 millions engagements, and 2.3 million video views.
Affiliated Agency: The Woo
Credits: Kiley Taslitz - Digital Strategy - Maverick Kristin Busk - Digital Strategy - Maverick Jessica Murphey - Digital Strategy - Maverick; Bug Wisdom by The Richards Group for Orkin Pest Control
Know your bug -- and then perhaps get rid of it. Orkin touts fun, video stories: A spider weaving a web with an off-beat acoustic guitar soundtrack, and the message: “Make Your Work Art.” Another has a green worm noshing on a flower: “Every Now and Then Stop and Eat The Roses”. Metrics were definitely not buggy: Videos earned 104,000 views, bloggers garnered 131 partnerships and 10.7 million impressions.
Credits: Pete Lempert- Brand Management, Principal, The Richards Group Jessica Walker- Brand Management, The Richards Group Whitney Medlin- Brand Management, The Richards Group David Morring- Creative Director, The Richards Group Tim Tone- Creative Director, The Richards Group Jack Westerholt- Copywriter, The Richards Group Lynn Louria- Broadcast Producer, The Richards Group Matt Whitaker- Digital Strategist, The Richards Group Corey Green- Brand Planning, The Richards Group Erin Cole- Project Management, The Richards Group Jayr Sotelo- Digital Motion Design, The Richards Group Jarrod Simpson- Digital Motion Design, The Richards Group Steven Rice- Digital Motion Design, The Richards Group; See the Real Me by UM/J3 for Johnson & Johnson/Clean & Clear
Teen girls want to be seen, but “judged”? Not so much. Skin product Clean & Clear’s “See the Real Me” effort, offered up massive number “reality” series of profiles with pressing growing-of-age stories -- celebrities and everyday young women. The combination of timed video releases, two to three a week on YouTube (totaling a 124 Internet-happy vignettes) and powerful message helped the campaign pull in 54 million plus YouTube views, and 251,000 YouTube engagements.
Affiliated Agency: Generate (Production Partner), Philymack (Production Partner), DDB (Contributing Agency), Rpr (Contributing Agency), Razorfish (Contributing Agency)
Credits: Brendan Gaul, EVP, Global Creative Director/Head of UM/J3 Studios, J3 Studios Ashley Foster, VP, Group Partner, J3 Studios Brett Henenberg, VP Group Partner, Supervising Producer, J3 Studios Carrie Rossman, Associate Creative Director, J3 Studios Joy Jones, Manager, Activation, J3 Studios Kerry Landolfe, Senior Associate, Activation, J3 Studios Erin Quintana, EVP, Client Managing Partner, J3 Lisa Beshara, VP, Group Partner, Integrated Planning, J3 Amy Pascal, Digital Marketing Strategic Director, J&J Cyrille Labourel, Senior Brand Manager, J&J Vivian Nasamu-Odior, Brand Manager, J&J Alexandra Garvey, Social Media Manger, J&J Kathleen Decker, Marketing Director, GFO , J&J Jeff Smith, President, North America Skincare, J&J Lori Deo, Vice President, Marketing, CPC Beauty, J&J Kacey Dreby, Group Brand Director, J&J Sameer Agarwal, Marketing Director, Global Equity Lead, J&J Marcia Murray, Global Creative Director, DDB Brynn Whitfield, Account Supervisor, RPR

Video: Single Execution: Happy Harley's Beard Retirement Party by Beeby Clark+Meyler for Schick Hydro
As part of Schick Hydro’s Epic Story Project, this video tells the story of “Epic Meal Time” creator and star Harley Morenstein shaving off his famous beard after three long years. The “Beard Retirement Party” video gathered a crowd of fans and friends to watch Harley get professionally groomed in a Schick Hydro branded chair, and welcome his face to the world. The video achieved close to 2 million views and over 28,000 social media engagements.
Credits: Tom Beeby: Principal-Executive Creative Director, Beeby Clark+Meyler Rebecca Beacham: Senior Account Director, Beeby Clark+Meyler James Ferraro: Senior Art Director, Beeby Clark+Meyler Michael Civins: Senior Account Manager, Beeby Clark+Meyler Sam Wadhams: Copywriter, Beeby Clark+Meyler Nick Colletta: Director of Production, Beeby Clark+Meyler Nic Sadler: Director of Photography JR Satery: Talent Agent, Gersh Kevin Herrera, Talent Agent, Gersh; Color For All by Valspar for Valspar
Valspar’s “Color For All” video is creative, emotional, and uses innovative technology to effectively communicate the brand’s mission to help people create colorful habitats. Valspar teamed with optical lab EnChroma to develop special glasses enabling the colorblind to see the full spectrum of color, and recorded their reaction. The glasses, placed in paint aisles, allowed the colorblind, for the first time, to pick out paint for their homes. One of YouTube’s Top 10 Most Watched Videos for March 2015.
Credits: 1. VP Director of Marketing, Valspar: Heidi Petz 2. Director Brand Integration, Valspar: Joel Wasserman 3. Senior Brand Manager, Valspar: Karen Keller 4. Director of Digital, Valspar: Stephen Strong 5. Chief Creative Officer, FCB Chicago: Todd Tilford 6. Executive Creative Director, FCB Chicago: Dan Fietsam 7. Executive Creative Producer, FCB Chicago: John Bleeden 8. Creative Director, FCB Chicago: Myra Mazzei 9. Creative, FCB Chicago: Gustavo Dorietto 10. Creative, FCB Chicago: Gabriel Schmitt 11. Creative, FCB Chicago: Bruno Guimarães 12. Creative, FCB Chicago: Thiago Cruz 13. Creative, FCB Chicago: Jason Koerner 14. Designer, FCB Chicago: Angela Gispert 15. Designer, FCB Chicago: Matthaeus Frost 16. Senior Producer, FCB Chicago: Jenny Hoffman 17. Group Management Director, FCB Chicago: Scot Havrilla 18. Account Executive, FCB Chicago: Ally Khajenouri 19. Director, Tool of North America: John Carey 20. Editor, Phillip Owens Editorial: Phillip Owens 21. Director of Production Operations, FCB Chicago: Julie Regimand; 2015 MTV Movie Awards FIAT 500X Crossover Vehicle Launch by Viacom Velocity for FIAT 500X Crossover
FIAT launched its 2016 500X Crossover by teaming up with MTV and social sensation/upcoming MTV reality star Todrick Hall. The video, “Drive”, centered around the 2015 MTV Movie Awards and Todrick’s first appearance on a red carpet. This collaboration combined video and live red carpet action involving the FIAT 500X and a version of “Drive” broadcast during the awards ceremony. Overall, MTV and Todrick social support resulted in over 360,000 views and interactions.
Affiliated Agency: UM
Credits: Todrick Hall, Producer and Talent; Jean-Yves Ducornet “Jeeves,” Music Producer; Shawn Adeli, Director; Brian Graden Media; Marisol Villegas, Sr. Director Integrated Marketing; Amy Wigler, SVP Integrated Marketing; Meg Sudlik, VP On-Air Promos;

Viral Campaign: The Revival of Chicken Fries by Horizon Media for Burger King
To leverage the growth opportunities among millennials and teens, Horizon Media captured one particular conversation surging in social media about the brand: reminiscence of Chicken Fries. The viral campaign to bring back this beloved product gave the consumers a reason to generate positive messages about the fast-food brand and to visit Burger King again. The viral outcry not only brought back Chicken Fries, but also increased the brand perceptions against competitors, and drove record sales.
Affiliated Agency: Code and Theory - creative agency
Credits: The Burger King team at Horizon Media: - Nancy Blucher - Megan Riley - Thomas Closs - Denise Pizante - Nikki Neary - Scott Flynn And our friends at Code and Theory; Party Hard Moms by Havas Worldwide Chicago for Hefty
Hefty’s Party Hard Moms campaign for their crack-resistant cups set the internet on fire by unleashing the party animals in the perfect images of moms fit for parenting magazine covers. You can’t resist cracking up at the pop-slang-filled wild party recaps delivered by moms as they calmly perform stereotypical domestic tasks. The unexpected drama went viral overnight, generated tremendous media and PR impressions, and won the hearts of this fun and complex target audience.
Credits: Chief Creative Officer: Jason Peterson, Havas Worldwide Chicago Group Creative Director: Ecole Weinstein, Havas Worldwide Chicago Creative Director: Shelby Georgis, Havas Worldwide Chicago Copywriter: Matt Bush, Kristi Lira, Havas Worldwide Chicago Art Director: Katie Rogers, Havas Worldwide Chicago Co-Head of Production, North America: Dave Evans, Havas Worldwide Chicago Producer: Jordan Sider, Havas Worldwide Chicago Group Account Director: Lisa Evia, Havas Worldwide Chicago Account Executive: Christina Banuelos, Havas Worldwide Chicago Director(s): Antonio Santos, Phil Pinto, One Thousand Percent Producer: Kris Rey-Talley, John Condne, One Thousand Percent Executive Producer: Lauren Shawe, Studio 6 CHI Producer: Jordan Sider/Kara Weinert, Studio 6 CHI Editor: Steven Mach/Kelsey Moher, Studio 6 CHI Senior Audio Engineer: Mark Ruff, CRC Color Grade: Peter Berthold, Studio 6 NYC CG Graphics: Jon Gallo, Feral Group Account Director: Vanessa Watts, Havas Media Account Director: Bethany Whipple, Havas Media Media Supervisor: Liz Gaydos, Havas Media Media Supervisor: Lacey Meece, Havas Media Media Planner: Briggs Horn, Havas Media Media Assistant: Lauren Tamm, Havas Media Director: Liz Brock, Socialyse; Spotify Year in Music by Razorfish New York for Spotify
The Spotify Year in Music campaign channels the power of their enthusiastic users as well as the fascinating truth of human emotions. This campaign, reviewing the year’s events, generated 5 million site visits and 1 million personal snapshots of each users’ year based on the music they had listened to. This unique approach received massive press coverage, viral sharing, and celebrity endorsement, truly reinforcing Spotify as both a music and social brand that listens to and empowers the people.
Credits: Erin Clift, Vice President Marketing, Spotify Josh Karpf, Global Director, Social Marketing, Spotify Marian Dicus, US Head of Consumer Marketing, Spotify Candice Katz, Social Marketing Manager, Spotify Natalie Lam, Executive Creative Director, Razorfish Alex Bodman, Group Creative Director, Razorfish Diego Aguilar, Creative Director, Razorfish Hunter Simms, Associate Creative Director, Razorfish Thomas Dudon, Senior Art Director, Razorfish Ray Lam, Associate Creative Director, Razorfish Daniel Kim, Writer, Freelance Nicole James, Art Director, Razorfish Mo Osunbor, Art Director, Razorfish Chris Phillips, Copywriter, Razorfish Ryan Kalus, Senior Designer, Razorfish Andy Catchaturyan, Senior Designer, Razorfish Chad Drobish, Interaction Art Director, Razorfish Sean Moroney, Motion Designer, Freelance Bryan Matsuoka, Client Partner, Razorfish Rob Cavenagh, Program Manager, Razorfish Justin Wallace, Senior Project Manager, Razorfish Michael Prieto, Senior Producer, Razorfish Larry Max, Associate Project Manager, Razorfish Rebecca Shapiro, Functional Analyst, Razorfish Rob Huber, Senior QA Analyst, Razorfish Amit Vashista, Associate QA Manager, Razorfish Kyle Outlaw, Group Director Experience, Razorfish Ian Alexander, Experience Director, Razorfish Angie Tso, Associate Experience Director, Razorfish Talia Fisher, Senior Information Architect, Razorfish Lars Gelfan, Technology Director, Razorfish Wes Reid, Technology Director, Razorfish Dennis Hall, Presentation Layer Architect, Razorfish Uttam Naidu, Technical Architect, Razorfish Jonathan Schmidt, Tech, Razorfish Silvia Cerqueira, Director Analytics, Razorfish Jessica Zorn, Analytics Manager, Razorfish Michael Zabar, CI Analyst, Razorfish Grant Owens, GVP National Head of Planning, Razorfish Philip Lee, Associate Director Account Planning, Razorfish Neal Gorevic, Strategy Director, Razorfish Keaton Bedell, Analyst, Razorfish

Web Site Excellence

Blogs: https://www.libertymutual.com/safe-and-smart-living by Liberty Mutual Insurance for Liberty Mutual Insurance
Liberty Mutual’s blog provides useful information on lifestyle, home, cars and health topics with over 110 articles themed around the company’s purpose (“to keep you and your family safe and secure”) without an off-putting hard sell. For example, one interesting post explores the cities deemed safest for pedestrians. A multichannel distribution strategy to build blog traffic has driven more than 11.3 million incremental visits, helping to increase the number of new business quotes.
Credits: Alexandra Aceto (Senior Specialist, Digital Marketing at Liberty Mutual Insurance) Jenna Lebel (Director, Digital Marketing at Liberty Mutual Insurance) Emily Fink (VP, Digital Marketing at Liberty Mutual Insurance); Essense Designs "Pretty Happy Love" Blog by DEG for Essense Designs
Essense Designs' blog "Pretty Happy Love" promotes the company’s wedding dresses directly through fashion trend stories (like one on the brand’s sequined bridesmaid dresses) and profiles of dress retailers, and more subtly by positioning it as a brand that can provide “inspiration” and tips for the happy day. In an effort to humanize its product, the blog also features stories from real brides who wore the brand and a fun "What is your bridal style?" quiz.
Affiliated Agency: DEG
Credits: Ashley Dvorak (Project Manager)- DEG; http://www.MakingGameofThrones.com by Making Game of Thrones for Game of Thrones
GameofThrones.com fueled fan passion (and attracted new viewers) before, during and after season five with a mix of innovative and interactive content that included cast interviews, exclusive insights from the show writers and deep dives into the lore and history of the GoT world. For example, a "Month of GoT" daily countdown 30 days before the premiere included a GoT "word of the day”. Blog traffic increased 19% from last season.
Credits: Credits: Editorial Director: Kevin Pearce Managing Editors: Lily Oei, Katie Lucas Designers: Lynn Kim, John Manthos, Dan Filipe, Paolo Simeti Producer: Sohyung Kang Associate Producer: Emily Bales

Business-to-Business Campaigns: IBMblr by Ogilvy New York for IBM
At 104-years old and no longer on store shelves, IBM is in a state of transition and younger audiences aren’t clear on what the company stands for. IBM blew us away with its IBMblr, a clever take on the social medium embraced by Millennials. "Fractal Fest," garnered 8 million exposures, increased social mentions by 350% and reached the minds of tech, design and other influencers like Gizmodo and The Verge. This is, indeed, a celebration of IBM's spirit of innovation.
Credits: Ogilvy New York Chief Creative Officer: Steve Simpson Executive Creative Director: Ryan Blank, Mike Hahn, Susan Westre Creative Director: Sam Mazur Associate Creative Director: Eddie Pak, Anne Davidson Art Director: Elli Hanson, Line Johnsen, Geoff Levy, Susan Murphy, Eddie Pak, Emily Rinehart Writer: Naomi Amado, John Cohn, Lauren Costa, Anne Davidson, Tom Greenwood, Sam Mazur, Shannon Murphy Content Strategist: Melissa Hochman, Scott Martinez, Sissi Nie, David Schneider, Stuart Tracte Agency Producer: Erica Rehbock, Leslie Dacri, Lee Weiss, Lee Weiss, Glorianne Cody, Danielle Magee, Illustrator: Iain Acton, Tracey Berglund, Al Boardman, Ida Frosk, Adam Hayes, Richard Perez, Craig Robinson, Tim Van den Broeck, Gwen Vanhee Account Team: Kimberly Duffy, Jeremy Kuhn, Charlotte Sng, Shrivaka Ramaswamy, Josh Shaner, Lindsay Jaffe; accenture.com by Accenture for Accenture
Accenture is a $30 billion global management consulting, technology services and outsourcing company. Accenture.com was re-launched with a new technical platform, look and feel to better serve their audience of senior executives, job seekers, journalists and investors. The new website significantly enhances UX, with improved functionality fundamentally different from competitors. The new search-based approach features LinkedIn job matching according to profile, and a responsive design that provides the same user experience across all devices. Since the re-launch, the site experienced a 26% increase in traffic.
Credits: Teresa Poggenpohl—Senior Managing Director, Global Image, Accenture Katrina Klier—Managing Director, Digital Marketing, Accenture Darrin Caramonta Managing Director – CIO Organization, Portfolio Applications Management, Accenture; Qualcomm.com launched August 12, 2014 by Mirum, Inc. for Qualcomm, Inc.
This redesign sought to increase audience perception of Qualcomm as a lead accelerator of mobile technologies. This was done through visuals, content and significantly improved UX. The main graphic is the human brain made of colored threads showing that mobile technology is best harnessed through vibrant ideas. A video of brand stories showcase the many ways that mobile helps people live. Since launch, these brand stories receive longer visits than any other content, with an overall greater satisfaction with experience on the site.
Credits: Mirum, Inc.: Mike Vaccaro - Chief Client Officer Ashley Dutcher - Sr. Account Manager Eunie Kwon - Design Director Lauren Kerr- Executive Producer Laura Weedon - Director, Strategy Joe Gardner - Sr. UX Designer Jack Fahden - Creative Director Jethro Jones - Technology Lead David Pett - Web Development Lead Kevin Rison Chu - Director, Systems

Best Relaunch of Causes/Charity/Non-Profit Organization Website: www.cct.org by Atlantic Media Strategies for The Chicago Community Trust
The challenge of creating a new Chicago Community Trust site was that the regional organization does so much. Atlantic Media Strategies had to explain it all and bring together component parts previously scattered around various separate sites. It created a site relevant to donors, recipients and the public at large. Atlantic Strategies worked with the Trust to re-imagine its brand to help fulfill its mission. The result is an ambitious, energetic site that captures the scope and the energy of the group, now celebrating its centennial year.
Credits: Cheryl Hughes, Senior Director of Strategic Initiatives, The Chicago Community Trust Daniel Ash, Chief Marketing Officer, The Chicago Community Trust Tom Irvine, Chief Information Officer, The Chicago Community Trust Jean Westrick, Centennial Consultant, The Chicago Community Trust Kate Allgeier, Manager of Electronic Communications, The Chicago Community Trust Joan McGrath, Managing Director of Design & Development, Atlantic Media Strategies Leslie Gilliam, Digital Project Manager, Atlantic Media Strategies Merrill Wasser, Associate Director of Strategy, Atlantic Media Strategies Jim Walsh, Associate Director of Editorial, Atlantic Media Strategies Sarah Mills, Senior Developer, Atlantic Media Strategies Joni Halabi, Lead Developer, Atlantic Media Strategies Stephen Sauceda, Developer, Atlantic Media Strategies; https://wishesdelivered.ups.com/#all-wishes by T3 for UPS
T3 put together the "Wishes Delivered" social campaign, creating a "dynamic hub" that aggregated holiday greetings and "wishes" from across social networks using the hashtag #Wishes Delivered. Holiday greetings, videos and photos were submitted directly by consumers to the site and UPS donated up to $100,000 to three charities, and sent special gifts worldwide. Working with Ogilvy & Mather and Moxie, "Wishes Delivered" was a success that delivered UPS holiday cheer that reinforced the brand. Almost 18,000 users submitted wishes; site contents were shared 1.4 million times.
Affiliated Agency: Ogilvy & Mather, Moxie
Credits: Associate Account Director – Erik Dezendorf Senior Account Executive – Lyndsey Wilson Senior Producer – Jason Burks Lead Developer – Michael Bucklin Associate Creative Director – Mitch Lenzen Senior Copywriter – Jessica Lee Experience (UX) - Eduard Matamoros; www.work.co by Work & Co for The Metropolitan Opera
Wooing a new generation of opera fans in the digital age? That's a challenge Work & Co. tackled for The Metropolitan Opera, designing a totally new site that gives season ticket information, video highlights, membership plans and a feature that lets patrons see the view from the seats they're picking. With available audio, it's an immersive site that looks as grandly staged as the operas themselves. It also does all the nitty-gritty aspects of ticket/subscription commerce, and it looks perfectly elegant doing it.
Credits: Work & Co Team: Diego Zambrano, Partner, Design Mohan Ramaswamy, Partner, Strategy Lesley Fleishman, Design Director Aleks Gryczon, Associate Design Director Andi Cheung, Senior Designer Lauren Shapiro, Senior Designer Hugo Albonete, Designer Chris Nieri, Designer Paul Samples, Designer Chau Nguyen, Developer

Education: Univision Parents Portal by Ready Set Rocket for Univision Communications Inc
Ready Set Rocket rose to the challenge of creating a dynamic Web platform that would serve as a communications and information portal for Spanish-speaking parents, allowing them to be actively involved in their child's educational process and maintain contact with teachers despite any language barrier. Featuring customized content, responsive design, and invaluable tools, the Univision site drove more than 36,000 visits in the eight-week period since its launch, with 3,726 users signed up and using the tools on an ongoing basis.
Credits: Lauren Nutt Bello Jackie Friscia Anastasia Kuznetsova Han-Chia Chen; www.camls-us.org by Bayshore Solutions for CAMLS
University of South Florida Center for Advanced Medical Learning and Simulation (CAMLS) partnered with Bayshore Solutions to create a fully interactive site showcasing its unique facility, which provides the highest level of healthcare education, simulation-based training and professional development. The site features responsive design and a virtual 360-degree tour, offering visitors an in-depth experience of the facility's cutting-edge technology, innovation, and programs. The result: 90% growth in audience engagement in pages viewed, with an average of almost 3 minutes per session.
Credits: Bayshore Solutions Team; Campaigns by Centre by DAC Group for Sylvan Learning
Sylvan Learning, which offers personalized educational tutoring to students in grades K-12, partnered with DAC Group to strengthen its digital presence and brand awareness. The hyper-local strategy has a focus on driving conversions, reaching the target audience and developing a user-friendly site that is fully optimized for search and mobile. The campaign achieved impressive results: the program's quality score increased by 2.5%, while the number of leads rose 11%, click-through rates improved 46% and impression share increased 18%.
Credits: Bhavin Prashad, Jacob Band, Joe Johnson, Kaitlin Smith, Kyle Harris, Nicholas Manfredo, Valerie Karpov, Michael Jurik, Christy Del Savio, Adiela Aviram, Ben Silmser, Jason Wong

Entertainment: Interstellar Endurance Exploration by AvatarLabs for Warner Bros. Pictures and Paramount Pictures
AvatarLabs offered audiences a deep dive into the film, “Interstellar”, with a WebGL-enabled HTML5 3D model of Endurance, the film’s spacecraft. Without any plug-ins, fans can explore an online and mobile 3D replica. Users could zoom in and out and rotate the ship on three axes to explore exteriors and interiors, for an impressive sense of what made the film special and earning an Oscar for best visual effects. AvatarLabs’ “Interstellar Endurance Exploration” captured the scope and spirit of ‘Interstellar’ inside a browser window.
Credits: Warner Bros. Pictures and Paramount Pictures AvatarLabs; Sense8 Degrees of Music Separation by Sense8 Degrees of Music Separation by MEC & Spotify for Netflix
To create interest in Netflix’s “Sense8” series, paid social media and organic chatter drove users to http://sense8onspotify.com. Aiming to create an experience close to that of the show --centered on eight people from around the globe telepathically experiencing each other’s lives -- the site created an interactive personalized musical map from users’ Spotify listening data. Nearly a third of those who engaged with the map listened to the show playlist – 63% of the playlist’s total followers.
Affiliated Agency: Sense8 Degrees of Music Separation by Netflix, Spotify & MEC for Netflix
Credits: Cody Creelman, Sr. Media Planner, MEC San Francisco Claire Sokolich, Assistant Media Planner, MEC San Francisco Sean McNamara, Digital Director, MEC San Francisco Carley Rosenberg, Digital Manager, MEC San Francisco Brendan Sullivan, Account Manager, F# Ian Seah, Project Manager, F# Aric Philips, Account Director, F# Rachael Haley, Sr. Marketing Manager, Netflix Arnell Davis, Manager, Original Series Marketing, Netflix Hannah Gullixson, Manager, Originals Marketing, Netflix Megan Imbres, Director of Marketing, North America, Netflix Kristen Meadows, Account Manager, Spotify Rachel Gross, Sales Planner, Spotify Marie Abesamis, Account Director, Spotify Michael Jackel, RVP, West Coast Sales, Spotify; AHS: FREAK SHOW by PROJECT C for FX
The site introduced the characters in “American Horror Story: Freak Show” through cast videos and innovative full-frame scrolling transitions of the show’s surrealist-style promotional art. It also featured a user-generated section, #WeAreAllFreaks. Moderators selected the most “cringeworthy” user-submitted Instagram videos, as well as a “Freak of the Day.” More than 10 million viewers watched the premiere episode, the highest-rated program in FX’s 20-year history.
Affiliated Agency: FX Network | Client
Credits: PROJECT C: John Christiano, Founder & Creative Director Matthew Jordan, Director of Strategy & Creative Morgan Keep, Assoc. Creative Director Joey Barrus, Assoc. Creative Director Dino Vindeni, Writer / Producer Jennifer Christiano, Producer Andy Schlossberg, Lead Developer Mike Wojo, Programmer Raji Purcell, Lead Designer Alisen Jackson, Designer

Entertainment: Games/Music/Movies: THE STRAIN - A Tale of Two Outbreaks by O&O for 20th Century Fox Home Entertainment
One challenge faced by the makers of FX’s “The Strain” is serving many masters: fans of the graphic novels, fans of auteur Guillermo del Toro and fans of the show’s first season. To appeal to all audiences, 20th Century Fox Home Entertainment and O&O devised an interactive site in which art panels from the graphic novel were paired with their TV equivalents. The site was further supplemented with behind-the-scenes interviews and exclusive footage.
Credits: Jenny Stiven, Producer (20th Century Fox) Jo Oskoui, Director of UX (O&O) Jessica Kim, Designer (O&O) Romain Braun, Developer (O&O); http://www.thecrumpledball.com/ by The VIA Agency for The VIA Agency
The VIA “Crumpled Ball”, pays tribute to all the ideas that are left on the floor, the ones that fell short, but inspired us to go further. The agency captured artists discussing their creative process. Each answered a question: What did you have to give up in order to go forward? The answers were written down and then crumpled up (hence the program name). The content was illuminating and uncommon, a peak into the creative process.
Credits: Greg Smith: Chief Creative Officer Mary Hanifin: Executive Director of Production Teddy Stoecklein: Executive Creative Director Mike Daitch: Group Creative Director Dustin Levine: Producer Sven Fahlgren: Senior Producer Same Peisner: Assistant Editor Alexa King: Production Coordinator Zack Richards: Camera Operator Jack Murray: Camera Operator Steve Holt: Copy Writer; spotify.com/2014 by Razorfish New York for Spotify
Though it ranks as the worldwide leader in streaming music (50 million listeners in 58 countries), Spotify wanted to use its data and influence to create something truly memorable for its audience base. To that end, it opened its 2014 Year in Review to listeners, allowing them to contribute where critics or sales/airplay charts usually reigned. The campaign received much love online and off, with Katy Perry - Twitter’s most-followed personality - weighing in with a big thumbs-up for the democratic approach.
Credits: Erin Clift, Vice President Marketing, Spotify Josh Karpf, Global Director, Social Marketing, Spotify Marian Dicus, US Head of Consumer Marketing, Spotify Candice Katz, Social Marketing Manager, Spotify Natalie Lam, Executive Creative Director, Razorfish Alex Bodman, Group Creative Director, Razorfish Diego Aguilar, Creative Director, Razorfish Hunter Simms, Associate Creative Director, Razorfish Thomas Dudon, Senior Art Director, Razorfish Ray Lam, Associate Creative Director, Razorfish Daniel Kim, Writer, Freelance Nicole James, Art Director, Razorfish Mo Osunbor, Art Director, Razorfish Chris Phillips, Copywriter, Razorfish Ryan Kalus, Senior Designer, Razorfish Andy Catchaturyan, Senior Designer, Razorfish Chad Drobish, Interaction Art Director, Razorfish Sean Moroney, Motion Designer, Freelance Bryan Matsuoka, Client Partner, Razorfish Rob Cavenagh, Program Manager, Razorfish Justin Wallace, Senior Project Manager, Razorfish Michael Prieto, Senior Producer, Razorfish Larry Max, Associate Project Manager, Razorfish Rebecca Shapiro, Functional Analyst, Razorfish Rob Huber, Senior QA Analyst, Razorfish Amit Vashista, Associate QA Manager, Razorfish Kyle Outlaw, Group Director Experience, Razorfish Ian Alexander, Experience Director, Razorfish Angie Tso, Associate Experience Director, Razorfish Talia Fisher, Senior Information Architect, Razorfish Lars Gelfan, Technology Director, Razorfish Wes Reid, Technology Director, Razorfish Dennis Hall, Presentation Layer Architect, Razorfish Uttam Naidu, Technical Architect, Razorfish Jonathan Schmidt, Tech, Razorfish Silvia Cerqueira, Director Analytics, Razorfish Jessica Zorn, Analytics Manager, Razorfish Michael Zabar, CI Analyst, Razorfish Grant Owens, GVP National Head of Planning, Razorfish Philip Lee, Associate Director Account Planning, Razorfish Neal Gorevic, Strategy Director, Razorfish Keaton Bedell, Analyst, Razorfish

Family/Parenting/Women's Interests: eptfamily.com by Allen & Gerritsen for e.p.t.
After creating the first in-home pregnancy test, e.p.t. has proven itself to be a company dedicated to providing peace-of-mind to expecting women and their partners. Wanting to take their mission a step further, they tapped the A&G Team to help them create eptfamily.com. The website provides tools and information for every step of the family planning process. Upon launch, e.p.t. was able to generate a 92% site traffic life upon launch.
Credits: The A&G Team.; www.sheknows.com by SheKnows Media for SheKnows Media

Focused on inspiring women worldwide, SheKnows Media sets the standard for empowerment through their unique array of blogs and websites. Acquiring BlogHer (in April 2014) allowed SheKnows Media to seamless integrate users, content creators, and publishers through a single platform designed to encourage all women to create and share what they know. Their innovation around content creation, community building, and website design proves that SheKnows is committed to knowing and lifting their audience.
Credits: Philippe Guelton, CEO, SheKnows Media Samantha Skey, CMO, SheKnows Media Lea Ann Leming, Chief Content Officer, SheKnows Media Elisa Camahort Page, SVP Events, SheKnows Media Jory Des Jardins, SVP, Global Alliances, SheKnows Media Lisa Stone, Chief Community Officer, SheKnows Media; NAEYC For Families by NAEYC for NAEYC

Built with practicality in mind, the NAEYC for Families website is an information hub for families to gain ideas on how to best encourage a child’s learning. Filled with straightforward articles and research, families, and even early childhood educators, can gain the tools and information they need to play their children on the path to success. Since its launch, the website has had up to 20k visitors a week.
Credits: Georgi-Ann Clarke, Digital Content Copy and Production Editor Susan Friedman, Senior Director, Content Strategy and Development

Website: Fashion/Beauty/Cosmetics: Avon.com Website Redesign by SapientNitro for Avon Products Inc.
In renovating the website, AVON had two goals: help AVON.com become a first-class digital beauty destination, and transform Representatives’ social circles into social networks. The new AVON.com look is refreshed, contemporary, and fashion forward, with a focus on editorial-style beauty photography and crisp, clean product images. The new content is enlightening, empowering and shareable. Since the redesign, the site has been featured favorably on Fashionista.com. AVON has also given Representatives the ability to become successful social media marketers.
Credits: Worldwide Chief Creative Officer: Gaston Legorburu Associate Creative Director: John Conroy Visual Designers: Uajit Hongkiatkhajorn, Alex Martineau, Tundi Heinrich, Sue Nguyen Experience Designers: Michael Diener, Tater Read Copywriter: Ainsley Waller Project Manager: Rachel Blankenship Global Account Director: Charles Tornabene Account Manager: Kristen Singer; http://www.thefashionspot.com/ by theFashionSpot.com for for TotallyHer Media
theFashionSpot.com is a really fun, giant fashion magazine, this collection of well-written posts, videos and photos on style topics includes news, tips and snarky commentary (“WTF: The 16 Most Hideous Runway Looks Of 2015.”). There is a lot of content, but it is well indexed and easy to navigate. The site also continues its first iteration as a useful forum for invitation-only fashion insiders. Today it attracts nearly 6.8 million unique visitors, and such major advertisers as Macy’s, Coach and Revlon.
Credits: Rebecca Schmitt Jennifer Davidson; http://www.totalbeauty.com/ by TotalBeauty.com for for TotallyHer Media
TotalBeauty.com puts its daily coverage of beauty news, trends and tips into perspective with a giant but helpful database: hundreds of thousands of user-generated, independent reviews of more than 55,000 prestige and mass-market beauty products. Its posts are well written, with a sometimes-fresh slant (as in a personal account of testing Poo-Pourri -- the "Before-You-Go Toilet Spray” -- at home, work, and in a fancy restaurant john). Topics are clearly indexed, and site navigation is smooth.
Credits: Emrah Kovacoglu Rebecca Schmitt Jill Provost

Health/Wellness Website: http://www.spectrumhealthbeat.org by Spectrum Health for Spectrum Health
Spectrum Health Beat's site attracts readers from around the world, and features health news, stories about patient, photos, videos and infographics. The site also contains microsites devoted to specific health categories or conditions. Visitors to SpectrumHealthBeat.org can opt in to receive health-related e-newsletters. The site's visitors shared its content more than 32,500 times in the first few months after its public launch.
Affiliated Agency: elexicon, ddm
Credits: Jill Seidelman, Interactive Media Manager, Spectrum Health Cheryl Welch, Managing Editor, Spectrum Health Diane Benson, Consultant, Spectrum Health Chris Clark, Multimedia Journalist, Spectrum Health; https://www.takedowncholesterol.com by Arnold Worldwide for Sanofi/Regeneron
The new Take Down Cholesterol site features a documentary film that illustrates the importance of high cholesterol. Every week, the site offers a new short film starring healthcare providers from the documentary, including nutritionists, cardiologists and behavioral therapists. Visitors can sign up for services like "Join My Plan," which offers personalized support programs "Stay Connected”, which notifies people when new content is added to the site and “My Plan”, a completely personalized behavior modification program for those ready to take their health seriously.
Credits: Executive Creative Director: Gary Scheiner Associate Creative Directors: Kyle Jutkiewicz and Brittany King Art Directors: Ryan Potter and Pat Gamble Copywriters: Marlena Prophet and Brian Nowakowski Broadcast Producer: Pete Scudese Digital Producer: Drew Horton UX Designer: Davis Kramer Business Affairs: Ann Marie Turbitt Planners: Amy Liebesman and Joe Fullman Marketing: Chris Beeby, Peter Fekula, Michelle Williamson, Liza Arfin, and Monica Hong Production Company: Mrs. Bond Production Company Executive Producer: Tim Speidel Production Company Line Producer: Vanessa Bergonzoli Director: Cynthia Wade Cinematographer: Peter Nelson Editorial Company: KYLEedit Editor: William Zitser Music: Demian Sims at The Lodge VFX: Imaginary Forces; www.acordatherapeutics.com by StudioPMG for Acorda Therapeutics
The new Web site for Acorda Therapeutics is optimized to respond to all devices while also complying with regulatory requirements. The site's content management system enables simple, dynamic updates, a contrast to the prior system that required twice-a-month manual updates for some pages. The new site loads faster, which has contributed to a 66% year-over-year increase in mobile traffic. Mobile page views have increased 100% year-over-year, while pages viewed per session increased by 53%.
Credits: Acorda Therapeutics Jeff Macdonald, Sr. Director, Corporate Communications Maria Verastegui, Senior Director - Creative StudioPMG Scott Roberts, Director, Project Management Laudi Centeno, Art Director Randal Droher, Sr. Front End Developer

House/Home Campaign: http://txu.clickhere.com/ by The Richards Group for TXU Energy
It gets hot in Texas, hot enough to create Vine videos of eggs frying on the cement. So to win customers, TXU Energy reworked its cool Monthly Saver plan to stress its best feature: Free nights. To create a more personal experience, it used charming and engaging elements, such as a video starring a sleeping baby, and Vine videos making fun of the heat. In doing so, it reduced bounce rates, increased visits and raised conversions 350%.
Credits: Sean Donovan- Brand Management, Principal, The Richards Group Ryan Hudnall- Brand Management, The Richards Group Luis Acevedo- Art Director, The Richards Group Katherine Fajan- Project Management, The Richards Group Tim Yager- Programmer, The Richards Group Steve Terjeson, Analyst, The Richards Group Scott Luther- Digital Strategy, The Richards Group; https://goodlife.allstate.com/goodhome/ by T3 for Allstate
Without making any changes to its actual product offerings, Allstate wanted to create a new digital experience for its customers. The” Good Home Tool” pulls together disparate financials, while an innovative dashboard uses the customer’s address, Google Maps, World Weather Online, and Berkeley Lab’s Home Energy Saver, to provide regular, personal tips for minimizing crime, or warding off water damage, to name just two.
Credits: Ashley Lapin, Associate Creative Director Carolyn Connolly, Creative Director Mike Ross, Senior Software Engineer Chris Mihalyi, Senior Developer David Dinh, Senior Developer Jay Suhr, Senior Vice President, Chief Creative Officer Jonathan Smith, Senior Developer Katie Minton, Account Coordinator Keith Tanski, Strategy Director Nathan Trafford, Senior Art Director Olivia Jones, Senior Producer Taylor Hight, Group Account Director, Troy Anderson, Art Director; http://ideas.kohler.com/ by Tidal Labs for Kohler
Kohler turned its content-rich archives into a lively digital experience Millennials would appreciate. Besides bringing its own vast archival content to life, it taps into creative ideas from bloggers, artists, photographers, and other creators. Thousands of consumers have visited the new site, viewing a wealth of great content, and even chatting live with a Kohler designer. This has helped build a direct relationship with Millennial consumers who want to be not just be informed buy his site, but inspired.
Credits: Matt Myers, CEO at Tidal Labs James Sandora, Director - Global Digital Strategy & Integration at Kohler

News/Politics/Reference/Education Website: https://hbr.org/ by "by Huge - for the Harvard Business Review for Harvard Business Review
"Fatally Foreign: Extraterritorial Recovery of Avoidable Transfers and Principles of Comity in the Madoff Securities SIPA Liquidation Proceeding." That’s the kind of story you get from Harvard Business Review. Dense? Well, not anymore. In redesigning hbr.org, HBR and Huge maintained the sophistication of the site while developing a vibrant new look. It’s now best in class for reading experience and works seamlessly across all platforms. It is a kinder, gentler approach.
Credits: Katherine Bell, Editor, HBR.org; Eric Hellweg, Managing Director, Digital Strategy, HBR.org; Amanda Forte, Director of UX, Huge; Akshay Udiavar, Senior Interaction Designer, Huge; Will Dawson, Product Designer, Huge; Rebecca Liebert, Associate Visual Designer, Huge; Sergio Vilatimo, Art Director, Huge; Steven Medcraft, Project Director, Huge; Will Gabrenya, Senior Visual Designer Huge;; www.ij.com by IJ.com for Independent Journal
Founded by a 25-year-old in an apartment in Charleston, IJReview delivers important news and stories in a visual social first, mobile first way. It is hard-hitting, focused, with cool-looking, sharable videos and creative story-telling (like a remarkable pre GOP debate piece that was better than the actual debate). It has more than 35-million unique users and has become one of the 10 most trafficked mobile sites in the country.
Affiliated Agency: IJ.com
Credits: Alex Skatell, IJReview Founder Michelle Jaconi, Executive Editor Bubba Atkinson, Editor in Chief; http://www.real-time-with-bill-maher-blog.com/ by HBO for Real Time with Bill Maher
Real Time with Bill Maher Blog brings the snark, the anger, the humor, the highlights of previous shows, and shows coming up into a daily format. With over one million monthly subscribers, this extension gives fans a chance to get a daily dose of Maher, complete with modules to Twitter, Facebook, etc. It is, literally, Real Time with Bill Maher.
Credits: Bill Maher, Writer; Miles Leicher, Producer; Michael Gluckstadt, Sr. Editor; Chris Peditto, Producer; Shaquana Deas, Associate Producer

Website; Retail/Restaurants: Born Dodge Redesign by SapientNitro for Fiat Chrysler Automobiles
Dodge’s goal was to create a space where the full spectrum of Dodge enthusiasts could find engaging content to keep them returning for more. “Born Dodge”, the first fully responsive site created by Dodge, was built to be interactive, and fun. Dodge enthusiasts can immerse themselves in the latest social media postings, press releases, new marketing campaigns, image galleries and more, regardless of what device they use. Site visits are up 110% compared to the same time last year.
Credits: Worldwide Chief Creative Officer: Gaston Legorburu Studio Director: Boris Stojanovic Associate Creative Directors: Alejandro Mendoza, Paul Amelchenko Copywriter: Ari Bazinsky Art Directors: Mario Gomez Designers: Daniel Fernandez, Alex Wexler Account Directors: Mickey Wilson, Kristen Andrzejewski Project Managers: Juan Serrano, Giancarla Caprirolo, Laura Zubillaga, Ram Mohan Muthusamy Technical Director: David Oh UX: Michelle Shahar Senior Interactive Developer: Michael Valeron, Charlton Ochoa QA: Yatish Upadhyaya, Kushi Gupta; Incredible Egg-cellence by Rise Interactive for Incredible Egg
The American Egg Board (AEB) needed a new user-friendly, responsive website with quick and easy content discovery. Rise and AEB saw existing site usage was predominantly recipe searches but with too many clicks from home page to recipe. The improved redesign centered on the recipes. A condensed recipe collection section was created with features to improve SEO, including filtering capabilities to help with recipe searches. The result was 66,000 more visits than the previous month, nearly 2,000 more recipe downloads, and 39 percent more recipe shares.
Affiliated Agency: Wojo, Web A Developmentgency-Web
Credits: Serena Schaffner, Director of Marketing Communications, The American Egg Board Grace Sweeney, Social Media and Marketing Coordinator, American Egg Board Irene Fogelson, Director of Account Strategy, Rise Interactive Ali Golin, Account Manager, Rise Interactive Lou Amodeo, Associate Director Creative, Rise Interactive Jean Zhang, Associate Manager of Creative, Rise Interactive Jorie Larsen, Senior Copywriter & Content Marketer, Rise Interactive Justin Garvin, Associate Director of SEO, Rise Interactive Kyle Deming, Web Developer, Wojo; www.tripadvisor.com by TripAdvisor for TripAdvisor

TripAdvisor’s newest additions to their website cements their place in your life as the “MVP of Travel.” With the launch of an Instant Booking Platform, users can now book meals at local restaurants or research stores and attractions long before they hop on the plane. The new forum also allows trip planners to look up opinions/advice on popular travel spots, and design the perfect agenda for their next getaway.
Credits: The TripAdvisor Team

Sports: Favela United by TSN & TWG for TSN

In an ingenious combination of photography, audio and video, TSN & TWG launched “Favela United;” a narrative depicting the positive impact of street soccer on young girls in Rio de Janeiro. Utilizing multi-platform interactivity, “Favela United” demonstrates how immersive website design — through hand-crafted typography, ambient music, and high speed transitions — can amplify a powerful and emotional narrative.
Affiliated Agency: TWG: Digital design & development
Credits: TSN Rick Westhead - Sr. Correspondent Josh Shiaman - Sr. Feature Producer Ken Volden, Vice President & Executive Producer Lennon Landry - Manager, Digital Products Chris Collie - Head of Digital Products TWG Martin Miskelly, Designer Liam Thurston, Design Lead Haris Mahmood, Developer Wes Johnson, Sr. Developer Eric Wichman, Sr. Project Manager Rob Domagala, Directory of Strategy; http://fromthevault.hbo.com/haglerhearns by HBO for HBO Boxing

HBO’s “From the Vault” is a digital time-travel machine, putting the user in the front-row of historic boxing matches. In “Eight Minutes of Hell,” the two-round fight between Hagler & Hearns is told through a meticulously crafted, multimedia experience. Driven through parallax scrolling, a seamless blend of photography, match commentary, background information, audio from HBO’s Boxing Podcast, and video footage of the first round, gives the user an experience that can only be rivaled by watching the match live.
Credits: HBO Employees: Michael Gluckstadt, Editor; Carlos Acevedo, Writer; Eddie Chu, Sr. Designer; Will Hart, Photographer; Frank Della Femina, Producer; Inside HBO Boxing - Mayweather vs. Pacquiao by HBO for HBO Boxing

Since the announcement of Mayweather vs. Pacquio, HBO was the leading source for coverage and information on the historic match. Their “Inside Boxing” website provided users with in-depth coverage on the upcoming fight through an array of audio, video, and written commentary from their team of journalists and photographers. It’s no surprise that, during the week of the match, they were able to amass over one million website views.
Credits: Michael Gluckstadt, Senior Editor Frank Della Femina, Producer Kieran Mulvaney, Writer Eric Raskin, Writer

Technology Services Websites: 3m.com/newsroom by 3M for 3M
Corporate Communications did a full restructuring in 2014 to create the 3M Newsroom, the first "in-house storytelling engine" to become a digital content publisher. The staff includes backpack journalists and videographers for high-impact visuals. The team publishes weekly emails, daily stories, pages on social sites Twitter, Instagram, Facebook, Vine, Pinterest, and YouTube, and daily broadcasts for its employees worldwide. Since launching in February, this newsroom generated 7.3 million impressions with 85,000 views and 40,000 visits. Vine loops have increased more than 68%; Instagram followers, 33.4%; and Twitter, 201%.
Credits: 3M Corporate Newsroom; https://www.domo.com/ by Domo for Domo
Domo, a cloud-based business management platform aimed at business executives, revamped its Web site to educate visitors. The new site provides helpful tips such as solutions by industry or solutions by role with clearly marked sections. The reorganization helped increase organic search traffic by 85%, paid traffic conversion by 63%, organic conversion by 133%, and organic visit conversion by 263%. More than 130 pages were created for the site highlighting solutions, data connections, products, customers, education, demos and more.customers, education, demos and more.
Affiliated Agency: N/A
Credits: With more than a dozen individuals contributing to the website redesign, it was truly a team effort. Domo’s web team, creative team and content team worked around the clock to make sure the new site was ready to go when Domo launched to the public at Domopalooza.; Skype – ARC, Acquisition and Re-engagement Campaign by M&C Saatchi Mobile for Skype
Skype partnered with M&C Saatchi Mobile to determine the most efficient markets, partners, platforms, devices, and creative to acquire new users at a fraction of the cost. It took nine months, but at the end of the three, three-month phases the cost to acquire new customers fell by 20%. The campaign began by evaluating cost of media, digital penetration, smartphone adoption, and Skype use in 42 markets. At the end of the first three months, 17 inefficient markets were removed. Another three months later, the cost of user acquisition fell 16%, compared with the benchmarks established during the first three.
Credits: Sharon Rosenthal – M&C Saatchi Mobile, Associate Account Director Elliot Alston – M&C Saatchi Mobile, Sr. Media Planner/Buyer Nik Andresen – M&C Saatchi Mobile, Media Planner/Buyer Joey Bzomowski – M&C Saatchi Mobile, Asst. Media Planner/Buyer Clay Warren - Microsoft Greg Fuller – Microsoft

2015 Finalists

Integrated Online Campaign

Online Advertising Creativity

Web Site Excellence