MediaPost - OMMA Awards

Online Advertising Creativity

Advertising/Promotion Website or Microsite - Content: New Jersey's Business Campus - Kearny Point Website by Ready Set Rocket for Hugo Neu
Converting an old-time industrial shipbuilding site into new office space and then enticing business owners -- technology innovators and artisans -- can be tough task. Kearny Point in New Jersey had its peak in World War I and World War II, employing over 30,000 people. A new website including multi-video elements such as an interactive 360-degree video tour showing off flexible working spaces -- and drone footage -- offered results. Additional storytelling, including its history and heritage, helped occupancy reach over 85%.
Affiliated Agency: Spry Agency
Credits: Director of Leasing, Hugo Neu - Nicholas Shears Cofounder/Chief Strategist, Ready Set Rocket: Alex Lirtsman Cofounder/Executive Creative Director, Ready Set Rocket: Aaron Harvey Partner/VP Client Services, Ready Set Rocket: Lauren Bello Production Director, Ready Set Rocket: Cristina Alberto Account Manager, Ready Set Rocket: Mike Shannon Technical Director, Ready Set Rocket: Gareth Price Art Director, Ready Set Rocket: Anastasia Kuznetsova Designer, Ready Set Rocket: Siena Tan Developer, Ready Set Rocket: Melissa Clausse Digital Strategist, Ready Set Rocket: Shota Iyobe; The Pure Impact Campaign by Catapult for Pure Point Financial
While many financial service/banks exist for consumers, how can a brand new one stand out? Promote high interest rates versus other banks -- right on the first page -- and offering big personal service. PurePoint’s agency identified “savvy savers” -- smart, hands on-bank customers -- with an hint of emotional finesse. Targeting consumers with specific deposit dollars was key. After two months, dollars on deposit was nearly twice what was anticipated -- with a massive 90% of new customers recommending PurePoint to a friend.
Affiliated Agency: Allscope, offline and search; Conversant, online media; Epsilon
Credits: James Riess Senior VP, Client Services Catapult Marketing Hope Bubnar VP, Account Director Catapult Marketing Andrea Zamora Management Supervisor, Client Services Catapult Marketing Michael Avillo Account Supervisor Catapult Marketing Carol DeSalva Account Executive Catapult Marketing Michael Aubrey VP Production Catapult Marketing Katie Kosinski Senior Project Manager Catapult Marketing Domenick Delfino Project Manager Catapult Marketing David Fiore SVP, Creative Director Catapult Marketing Brian Denning Creative Director Catapult Marketing Jen Rhodes Senior Art Director Catapult Marketing Meg Schutte Senior Copywriter Catapult Marketing Andrew Ganat Motion Director Catapult Marketing Jennifer Mathissen SVP Strategy & Insights Catapult Marketing Doug Molnar VP Planning Catapult Marketing Barbara Roering Senior Director, Strategy & Insights Digital Catapult Marketing; CamelBak Ecommerce Experience by Digital Surgeons for CamelBak
Climate-changing -- or just plan global warming? Maybe just new ways to hydrate? CamelBak was looking at reinvention bridging the gap between content experience and e-commerce. The new site needed to go beyond selling just water packs and bottles -- for not just next generation of athletes and adventurers but for water-needing movers. And in that regard, it focused on mobile-first design, especially for all outdoor activists. The new CamelBak.com site scored 25% more mobile page views, with average orders improving 17% in value.
Credits: Pete Sena: Chief Creative Officer Mark Myrick: Creative Director Adam Chambers: Tech Lead Matt Pringle: Art Director Adam Soffer: Lead Developer Dan Saksa: Developer Jason Wong: Project Manager Craig Keller: Strategy

Animation: Cat Tricks With Rufus by People for the Ethical Treatment of Animals (PETA) for People for the Ethical Treatment of Animals (PETA)
No animals were harmed in the making of this video – because the house cat being abused isn’t real, but CGI! People for the Ethical Treatment of Animals wanted to generate public outrage over what circus trainers do to tigers and lions by showing similar methods used on one of their smaller domestic cousins. Since PETA would never put a feline in harm’s way, Rufus was created by Rhythm & Hues Studios to be abused by a trainer in “Cat Tricks.”
Affiliated Agency: Havas (Advertising), Rhythm & Hues Studios (VFX Company), N8TIVE (Advertising), Park Pictures, Inc. (Production Company), Rock Paper Scissors (Post-Production Company)
Credits: Lisa Lange, Sr. Vice President of Communications (PETA) Bruce Wieland, Associate Director of Special Projects (PETA) Toygar Bazarkaya, Chief Creative Officer (Havas) Paul Vinod, Group Creative Director (N8TIVE) Chamsseddine Abdelhafidh, Copywriter (N8TIVE) Athanasia Efthimiu, Copywriter (N8TIVE) Sean Hodes, Sarah Fisher, Matthew Sorensen, Art Directors (N8TIVE) Jake Schreier, Director, (Park Pictures, Inc.) Jackie Kelman Bisbee, Executive Producer (Park Pictures, Inc.) Anne Bobroff, Alex Fisch, Producers, (Park Pictures, Inc.) Rock Paper Scissors, New York City Rhythm & Hues Studios, Los Angeles Derek Spears, VFX Supervisor, (Rhythm & Hues Studios) Louis-Philippe Charette, Editor (Rock Paper Scissors) Brett Stiller, Experience Design & Creative Technology (N8TIVE) Olivia Cooper, Experiential Designer (N8TIVE) Peter Feldman, Executive Agency Producer (Havas) Dixie Pizani, Animator (Rhythm & Hues) Jason Petrocelli, Animator (Rhythm & Hues); The Mighty Concord by Genuine for Welch's
Red wine is always seen as healthful -- but not grape juice! So Welch’s used short animated videos on digital media to target boomers and moms with the message that grapes make a heart-healthy drink, even without alcohol. (“Yes to Heart Health…No to drunk texts” reads one ad.) The four-month-long “Mighty Concord” campaign, featuring 3-D grapes transformed into hearts, was heavily focused in social, with support from display media and paid search – all leading to a dedicated landing page touting even more Welch's.
Credits: Chris Pape, Executive Creative Director Stephen Potter, SVP, Creative Director Steve Yaffe, Creative Director Mike Smith, Art Director Liz Giuggio, Associate Creative Director Jared Flynn, Sr. Motion Graphics Artist Heather Pidgeon, VP, Digital Media Shana Malik, Media Director Chris Giampietro, Media Supervisor Jackie Ulanoff, Social Analyst Katie McCarthy, Director, Delivery Kristen Todd, Sr. Producer Laura Lyeth, Account Supervisor Jen Poirier, SVP Client Services; The Skinny on Chronic Dry Eye by Shire for eyelove
Digitas Health provided “The Skinny on Chronic Dry Eye” via a two-and-a-half-minute video that used quirky animation and a brainy girl-next-door-type narrator to make a complex medical subject understandable to a target audience of women over 40. Shire’s “eyelove” campaign, designed to get women going to their doctors to discuss the disease, used the video to break down chronic dry eyes’ symptoms and causes, and to convey how serious the disease can be. After a year on YouTube, the video had over 60,000 views.
Affiliated Agency: Digitas Health, Creative Agency
Credits: Collette Douaihy – SVP Creative, Digitas Health Andy Saucier - VP/D Creative, Digitas Health Jon Oliver – ACD Copy, Digitas Health Allie Gewertz – ACD Design, Digitas Health Paul Triggiani – Motion Media Geoff Yoskin – Motion Media Vic Noble – Head of Marketing, Shire Michelle - Consumer Marketing Lead, Shire Theodora Tamer – Shire Robert Middien - Shire Kelly Kvitka - VP/GD Account, Digitas Health Mara Rueter – Group Account Supervisor Account, Digitas Health Joann Famular – VP/D Project Management, Digitas Health Matt Brim - Producer Project Management, Digitas Health Jill Kaufmann - SVP Planning, Digitas Health

Artificial Intelligence: Saving Lives with Artificial Intelligence by Federation for Internet Alerts for Federation for Internet Alerts
The Federation for Internet Alerts created a new way to save lives by adopting facial recognition combined with ad tech messaging to integrate with interactive devices including Amazon's Alexa and Google Maps. FIA takes emergency alerts and instantly converts them into voice or facial recognition before transmitting them to media companies and alert authorities, which then can be sent out as visual ad units. The messages are geo-targeted and deploy alerts such as those relating to a missing child or a severe storm.
Affiliated Agency: Engine Media (media), Conversant (digital strategy), AppNexus (technology), Amazon Web Services (technology)
Credits: Jason Bier, President, Federation for Internet Alerts Mickey Schwab, Chief Technology Officer, Federation for Internet Alerts Jason Bier, Chief Privacy Officer, Engine Media Michael Davis, Chief Creative Officer, Conversant Stacy Ward, Vice President, Creative, Conversant Stacy Collins, Vice President, Creative, Conversant Brian Welch, Senior Copywriter, Conversant Logan Malloy, Copywriter, Conversant Josh Engleman, Senior Art Director, Conversant Scott Durand, Graphic Designer, Conversant Marc Sloboda, Producer, Conversant George Zhao, Client Engineer, AppNexus, Teresa Carlson, Vice President, Worldwide Public Sector at Amazon, Christopher Timmerman, Account Manager, Nonprofit Organizations, Amazon Web Services, Brian O’Kelley, CEO, AppNexus, John Montgomery, EVP, GroupM; Watson Ads by The Weather Company, an IBM Business for For Multiple Campaigns
The Weather Company, acquired by IBM a while back, tapped into Watson to create cognitive ads, enabling consumers to interact in a personalized way with a brand directly through an ad. More than seven interactive campaigns have been launched with ads that listen and learn over time as they gather more input drawn from the interactions of consumers. By creating a Watson Ads logo, the company also received the added benefit of branding its new service along with the well-known brands using it.
Credits: From The Weather Company, an IBM Business: - Robert Redmond, Creative Director, Creative Lab - Georgios Saliaris, Art Director - Simmeyon Strickland, Digital Designer, Creative Lab - Brian Hull, Vice President, Creative Lab - Paul Matchen, Senior Software Engineer - Sahanna Subbanna, User Interface Developer - Brian Luksis, Backend Developer - Christopher Kuzma, Computational Linguist, Software Developer - Will Spann, Director, Creative Tech - Donnie Smith, Senior Creative Architect - Donna Byron, Senior Software Engineer, Cognitive Ads, Master Inventor - Emma Sarachan, Software Developer - Robert Geiner, Backend Developer - Florian Pinel, STSM, Master Inventor AoT Member - Chef Watson - Carmine DiMascio, Senior Software Engineer - Ed Seabolt, Senior Software Engineer - Erin Seippel, Program Manager - Ash Khokhar, Product Manager - Amy Altenbach, Director, Partner Management Monica Fogg, Marketing Lead - Jonathan Henry, Program Manager.; ROMBOT by UM Romania for Kandia Dulce / ROM Authentic
Concluding that Romania needed a vitual ambassador, Rombot was created. ROM Autentic, a favorite chocalate bar whose outer wrap is the Romanian national flag, extended its brand to serve Romaninans who had lost faith in its politicians. The AI bot learned about Romania from those who interacted with it, aiming to help the younger generation take ownsership of its national reputation. The learning bot is totally objective, storing and analyzing conversations, with the benefit of being able to have thousands of conversations simultaneously.
Affiliated Agency: Advertising agency: McCann Worldgroup Romania
Credits: CATALIN DOBRE / MCCANN WORLDGROUP ROMANIA Chief Creative Officer; IOANA FILIP / MRM//MCCANN ROMANIA Executive Creative Director; IOANA ZAMFIR / MCCANN WORLDGROUP ROMANIA SENIOR COPYWRITER; MIRUNA MACRI / MRM//MCCANN ROMANIA SENIOR ART DIRECTOR; ALIN SIRBU / MCCANN WORLDGROUP ROMANIA SENIOR ART DIRECTOR; MIHAI VASILE / MRM//MCCANN ROMANIA Copywriter; ALEXANDROS CHARANGIONIS / MRM//MCCANN ROMANIA Copywriter; DANY MANEA / MRM//MCCANN ROMANIA TECHNICAL TEAM LEADER; BIANCA TRONCEA / MCCANN WORLDGROUP ROMANIA STRATEGIC PLANNER; IONELA BUTA / MRM//MCCANN ROMANIA DEPUTY CEO; ANDREEA SOFRONE / MRM//MCCANN ROMANIA Account Director; AURELIA FULOP / MCCANN WORLDGROUP ROMANIA GROUP ACCOUNT DIRECTOR; LAURA COSTACHESCU / MCCANN WORLDGROUP ROMANIA SENIOR ACCOUNT MANAGER; DELIA CHIRILA / MCCANN WORLDGROUP ROMANIA SENIOR ACCOUNT EXECUTIVE; LORENA CIOBANU / MRM//MCCANN ROMANIA Account Manager; VICTOR CROITORU / UM ROMANIA CEE STRATEGY DIRECTOR; SANDINA CRISIARCU / UM ROMANIA HEAD OF PLANNING; ALINA CARASOL / UM ROMANIA GROUP ACCOUNT DIRECTOR; MONICA NASTASE / UM ROMANIA Media Manager; ALEXANDRA ARGHIR / UM ROMANIA Media Manager; ANA UDRISTE / UM ROMANIA DIGITAL MEDIA PLANNER; ANCA POPESCU / UM ROMANIA OOH MEDIA BUYER; LILIANA COMAN / UM ROMANIA OUTDOOR BUYER; CARMEN BISTRIAN / MCCANN WORLDGROUP ROMANIA CREATIVE EXCELLENCE MANAGER EUROPE; MADALINA HRITULEAC / MCCANN WORLDGROUP ROMANIA PR Manager; LUMINITA VISU / UM ROMANIA HEAD OF DIGITAL; MIHAI TITIRIG / MRM//MCCANN ROMANIA COPYWRITER; CORINA IONITA / MRM//MCCANN ROMANIA WEB DESIGNER; ALEXANDRA VISAN / MRM//MCCANN ROMANIA SENIOR PROGRAMMER

Banner: Standard/Flash/Rich Media: Year End 2016 by BKV for Environmental Defense Fund
From 2015 to 2016, how does a nonprofit boost its banners’ median CR by 75%, and, in turn, drive 82% more charitable gifts, and 100% more overall revenue? If you’re the Environmental Defense Fund, you go back to the drawing board. Specifically, in partnership with BKV, you re-test the best performing static ads from 2015 with a dynamic countdown. Then, you test various decision-based creatives, and make the best possible use of tactics such as social proof, loss aversion and Hobson’s Choice to motivate donations.
Credits: Joshua McKnight, Senior Art Director Andy Mitchell, Front End Developer Nicole Bendel, Copywriter Rebecca Lang, Project Manager Madeline Ruffin-Thomas, Account Director Ansley Jackson, Senior Account Executive; American Heart Association: Amgen Banners by Slingshot, LLC for American Heart Association/Amgen
In a perfect world, we’d lavish scientists with the type of VIP treatment reserved for actors and athletes. To promote heart science, the American Heart Association and independent biotech firm Amgen wanted to turn this fantasy into a reality -- all within a single banner. To do so, Slingshot used the all-powerful “all access pass” to convey a sense exclusivity and esteem. The result was a campaign that stood out from the crowd -- evidenced by a CTR that was 2.4 times the industry average.
Credits: Slingshot Employees Susan Levine: Executive Creative Director Hayden Gilbert: Creative Director Michal Krikorian: Art Director Margaret Thurmond: Copywriter Gina Hubsch: Project Manager Group Media Director: Lauren Mosier Senior Media Planner: Paige Ebert Media Planner: Amanda Brauer; Unblockable Ads by MullenLowe Mediahub for Netflix -- Black Mirror
To promote the third season of “Black Mirror,” Netflix gave MullenLowe Mediahub two seemingly impossible tasks: conjure up a campaign that mirrored the dark sophistication of the sci-fi series, and expand the show’s reach among a highly-educated, ad-blocking audience. To do so, the agency partnered with their favorite publishers, and hardcoded ad messages directly into their websites. This effectively hijacked people’s ad-blockers, which they actually praised -- in the form of 1 million social media posts -- for reflecting the roguish spirit of the show.
Credits: Netflix: Chris Lee: Director of Marketing — North America, Australia, New Zealand Aaron Jones: Senior Marketing Manager — North America, Australia, New Zealand Kelly Hughes: Marketing Manager — North America, Australia, New Zealand MullenLowe Mediahub: John Moore: Global President Sean Corcoran: Executive Director of the Americas Laurel Boyd: Director of Media Content & Innovation Simeon Edmunds: Associate Director, Media Content & Innovation Michelle Blaser: Associate Media Director Ali Sakai: Senior Digital Media Planner Talia DeFranco: Media Planner

Content Marketing: Single Execution: Conan Works Out With Wonder Woman Gal Gadot by Conaco and Turner for Warner Bros/Wonder Woman
What's better than Conan O'Brien and Gal Gadot in a room together as he struggles to re-enact her moves in "Wonder Woman"? This hilarious content began the Thursday before the movie opened with a social campaign supporting custom posts via Conan Remote. The partnership leverages Turner's Launchpad, which was able to push the video to 2.8 million views and 24.6 million impressions on opening weekend. "Wonder Woman" opened at No. 1, earning more than $103 million in its U.S. opening weekend.
Credits: Client: Warner Bros CONACO: o Executive Producers: Conan O’Brien, Steve Beslow, Jeff Ross o Producers: Matt O’Brien, Travis Kuhl, Jason O’Malley o Integrated Marketing: Tanesha Fields Turner Integrated Marketing: Dan Riess, Jenn Cohen, Morgan Verdi, Leah Mackstutis; Beautiful Adjustments by The VIA Agency for T. Rowe Price
The use of acrobats seems an unlikely method of talking about retirement funds may seem incongruent but The Via Agency demonstrates in a powerful way how it is a strong metaphor for the way T. Rowe Price makes decisions and acts on them for their clients. Active management is designed to perform. This unusual campaign demonstrates how even the smallest adjustments by the acrobats lead to powerful results, a message designed to put T. Rowe Price top of mind when consumers are considering retirement funding.
Credits: The VIA Agency Chief Creative Officer: Greg Smith Executive Creative Director: Teddy Stoecklein Group Creative Director: Mike Daitch Associate Creative Director: Chris Cote Associate Creative Director: Lauren Croteau Senior Copywriter: Judi Cutrone Copywriter: Jessica Fidalgo Art Director: Matt Scheumann Art Director: Morgan Gelfand Group Strategy Director: Julia Brady Client Strategist: Moya Fry Chief Strategy Officer: David Burfeind Group Planning Director: Scott Macleod Project Lead: Lawson Condrey Producer: Barry Wolford Associate Producer: Alexa King Studio Manager: Duane Holmblad Studio Designer: Jenn Arredondo; American Beauty by MullenLowe Mediahub for Harley-Davidson
MullenLowe wanted to show Gens X and Y how their passion for rebellion unites us as a country and chose "Rolling Stone" as a partner. Not only did the magazine agree to put their correspondents on Harleys and ride around the country, it also published the resulting articles as editorial rather than a branded hub, amplifying the media plan. "American Beauty" stopped a decade in brand decline by engaging viewers 300% more than forecast and keeping them engaged longer. The epic adventure indeed!
Credits: Rolling Stone Gus Wenner, Head of Digital Michael Provus, CRO Gina Abatangelo, Producer MullenLowe Mediahub: Will Phipps, Group Media Director Allan Apjohn, Associate Media Director Adam Telian, Associate Media Director Dale, Lee, Associate Media Director Allie Babes, Media Supervisor, Harley-Davidson: John Lee, Manager, US Marketing Channels, Harley-Davidson: Jamie Kobar, US Media

Content Marketing Campaign: Branded Content: WP BrandStudio & Bank of America Responsible Growth Series by WP BrandStudio for Bank of America
Bank of America wanted to showcase how responsible growth strategies are helping customers and communities, as well as generating returns for shareholders. The Washington Post's WP BrandStudio produced a multimedia series documenting how companies are incorporating environmental, social and governance factors into how they run their business. The year-long partnership has included investigative, original reporting and interactive guides to subjects like green bonds. The content appeared in The Washington Post’s national app, allowing for the Responsible Growth pieces to run in-stream along editorial.
Credits: Jacob Bodager, Program Manager, WP BrandStudio Nick Jackson, Creative Director, WP BrandStudio Annie Granatstein, Director, WP BrandStudio Heather Schmelzlen, Social Media Specialist, WP BrandStudio Kathryn Johansen, Performance Manager, WP BrandStudio; Garage Sessions by Live Nation for Pennzoil
Pennzoil need to raise their profile outside of the auto/lubricant space with a focus on millennials, and concert giant Live Nation helped by tapping into the perennial passion point of music. The result was "Pennzoil Garage Sessions," an online music experience that invites fans into the ‘garage’ of various artists to get for an intimate show. The Pennzoil Garage Sessions surpassed its goals, receiving a total of 900,000 views, with over 32 million digital media impressions, including over 100,000 sweepstakes entries.
Affiliated Agency: Medicom ESP
Credits: Russell Wallach, President Media & Sponsorship, Live Nation Darin Wolf, EVP Account Management, Live Nation Jeff Condon, SVP Marketing Solutions, Live Nation Kim Hastings, VP Marketing Solutions, Live Nation Dave Gutknecht, Vice President Account Management, Live Nation Craig Hoover, Vice President National Sales, Live Nation Joe Fleischer, Senior Vice President, Content & Product Development, Live Nation Kevin Jeter, Account Director, Live Nation Chloe Peacock, Senior Manager of Artist Rights and Acquisition, Live Nation Erica Smith, Director Content & Creative Operations, Live Nation Cori Salinas, Video Producer & Content Manager, Live Nation Kayla Merrill, Senior Video Producer, Live Nation Yana Sharapova, Supervising Producer, Live Nation Jon O’Hara, Director Content Production, Live Nation Jimmy Stewart, Creative Director, Live Nation Colleen Callahan, Senior Producer, Live Nation Nupur Mathur, Director Products, Live Nation Bobbie Cumpston, North America Marketing Manager, Pennzoil Fernando Morales, Associate Global Brand Manager, Pennzoil Gena Fishbeck, Associate Global Brand Manager, Pennzoil Lindsey O’Neil, Senior Director, Mediacom ESP Naomi Hall, Associate Partnerships Director, Mediacom ESP Lynsey Wright, Senior Account Manager, Mediacom ESP Joanna Goldman, Partnership Planner, Medicom ESP; The Laws of Gilead by UM LA for Hulu / The Handmaid's Tale
To promote Hulu's series based on Margaret Atwood's 1985 novel, UM partnered with a number of publications to explore the gender-based oppression of Gilead, the fundamentalist dystopia. The campaign included an event and article in Nylon on women's right, a piece in Ozy magazine on history's most infamous banned books, an in-depth investigation in Vogue on the disturbing color symbolism of caste-specific clothing in the show, and custom editorial in Vanity Fair exploring color in literature. Awareness among non-subscribers reached 158% of the goal.
Affiliated Agency: Creative Agency: Arsenol; Experiential & Event Agency: Civic Entertainment Group; Social Agency: Social Code; Production Studio: Suite Spot
Credits: Kacie Sage, SVP, Portfolio Management, UM Los Angeles; Kristine Swanepoel, VP, Strategy, UM Los Angeles; Juliana Ossa, Account Manager, UM Los Angeles; Brittany Hoffman, Associate Director, UM Los Angeles; Anna Ma, Senior Associate, UM Los Angeles; Jenny Wall, SVP, Marketing, Hulu; Linnea Hemenz, VP, Originals and Content Marketing, Hulu; Kevin Blanchette, Senior Manager, Original Content Marketing, Hulu; Lauren Vu, Content Marketing Coordinator, Hulu; Ashley Rappoport, Content Marketing Coordinator, Hulu; Amber Lam, Manager, Media, Hulu; Callie Child, Associate Media Manager, Hulu

Contest/Promotion/Sweepstakes: Scary Pump Rooms by 360PR+ for Tommee Tippee
Breastfeeding in the workplace is a challenge for new moms. Tommee Tippee, which makes products to simplify breast pumping, found the worst pump room in America and dramatically renovate it. The campaign also empowered working moms to have that sensitive talk with employers. The campaign video generated more than 2.7 million video views on Facebook, and the winning-room Makeover, reveal on Facebook Live, had more than 20,000 views. The brand saw a 20% spike in Pump and Go sales.
Affiliated Agency: Mediaworks: Identified, planned and managed the partnership with Scary Mommy.
Credits: Sharon Swan, Brand Director, Tommee Tippee ; Kalley Jolly, SVP, 360PR+ ; Lana Tkachenko, Senior Digital Media Manager, 360PR+ ; Allison Salzberg, Senior Account Executive, 360PR+ ; Ali Forero, Account Executive, 360PR+; Garage Sessions by Live Nation for Pennzoil
Want to get Millennials to pay attention to car care, use music. Pennzoil teamed with Live Nation to bring a combination of music and automotive oil to a younger audience. The initiative began in 2016 as “Pennzoil Backseat Pass” and is now referred to as “Pennzoil Garage Sessions.” The online music event brings fans inside the ‘garage’ of various artists before a show. Prior to performing, each up-and-coming artist reminisces about his or her favorite car. Consider it greasing the wheels.
Affiliated Agency: Medicom ESP
Credits: Dave Gutknecht, Vice President Account Management, Live Nation Craig Hoover, Vice President National Sales, Live Nation Joe Fleischer, Senior Vice President, Content & Product Development, Live Nation Kevin Jeter, Account Director, Live Nation Chloe Peacock, Senior Manager of Artist Rights and Acquisition, Live Nation Erica Smith, Director Content & Creative Operations, Live Nation Cori Salinas, Video Producer & Content Manager, Live Nation Kayla Merrill, Senior Video Producer, Live Nation Yana Sharapova, Supervising Producer, Live Nation Jon O’Hara, Director Content Production, Live Nation Jimmy Stewart, Creative Director, Live Nation Colleen Callahan, Senior Producer, Live Nation Nupur Mathur, Director Products, Live Nation Bobbie Cumpston, North America Marketing Manager, Pennzoil Fernando Morales, Associate Global Brand Manager, Pennzoil Gena Fishbeck, Associate Global Brand Manager, Pennzoil Lindsey O’Neil, Senior Director, Mediacom ESP Naomi Hall, Associate Partnerships Director, Mediacom ESP Lynsey Wright, Senior Account Manager, Mediacom ESP Joanna Goldman, Partnership Planner, Medicom ESP; #MyOreoCreation by 360i for Mondelez International/OREO
Oreo launched a digital campaign, the My Oreo Creation contest, while debuting its latest limited-edition cookie, Oreo Firework. When fans interacted with the brand via social media, Oreo responded with custom GIFs, text responses or liking a suggestion. The cookie maker sent fans with unique ideas a sample of their flavor submission. In 2018, the brand will launch three in-store finalists, with fans voting to decide the winner. A tasty aside: the work earned and over half a billion earned impressions.
Affiliated Agency: Weber Shandwick (PR Company), Carat (Media Company)
Credits: OREO Patty Gonzalez, OREO Equity Madeline Vincent, Brand Manager Sheera Hopkins, Marketing Activation 360i: Lead Creative Agency • Pierre Lipton, CCO • Jeff Anderson, Group Creative Director • Alex Augustinos, Associate Creative Director • Declan Enoch-Byrnes, Associate Creative Director • Michelle Morris, Motion Design • Aldo De La Paz, Associate Director, Product Design • Josh Lenze, VP, Group Account Director • Lauren Fuller, Associate Account Director • Kaine Cahill, Senior Account Manager • Colin Pearsall, VP, Integrated Production • Carly Salaman, Executive Producer • Mark Altman, Senior Producer • Juliette Leavey, Senior Social Marketing Strategist • Dylan Sites, Social Marketing Strategist • Betsy Magilnick, Social Marketing Manager • Lee Maicon, CSO • Felicia Zhang, VP, Strategy Director • Ryan McDaid, Senior Strategist • Megan Foley, Strategist Gentleman Scholar – Production Company & Animation In House Music and Sound – Music & Sound Design Carat Erica Safar, Planning Director Luiza Freire, Associate Planning Director Stephen Nemeth, Strategy Director

Email: Single Execution: Hilton Honors Anniversary email by Hilton for Hilton
The Hilton Honors Anniversary email provides members with dynamic, personal and shareable stats. Members can go beyond status, and point tracking and see countries they have visited with us, all our brands they have stayed in, their most stayed at brand, etc. This required developing logic and code to calculate the personalized stats. To date, a 70% higher open rates and 37% higher click rates - tremendous improvements.
Affiliated Agency: Movable Ink: powering real-time data visualization & powering dynamic content; HZ: creative agency that designed the email
Credits: • Deborah Megee, Director CRM Program Design & Audience Management, Hilton • Brigid Koch, Sr. Manager CRM Program Design, Hilton • Adalys Castellanos, Manager Marketing Activation, Hilton • Brandon Luckett, Sr. Manager Digital Messaging, Hilton • Paul Pace, Manager Audience Management, Hilton • Laura Wade, Sr. Manager Honors Marketing, Hilton; eService Functionality by Liberty Mutual Insurance for Liberty Mutual Insurance
The goal of the eService Functionality email series was to encourage online account management and enhance customers overall digital experience with Liberty Mutual. This communication targeted active eService users, customers who have logged in to their online account within the past 12 months. A big success: customer comments included: “I appreciate your work to make web access easier -- so many of us do so many things via the web these days, and it is pleasing when the website is so easy to use."
Credits: Eda LaPlaca, Campaign Manager James Weagle, Creative Designer Rohn Dungee, Creative Designer; AMC Theatres E-Receipt by DEG for AMC Theatres
Like a traditional ecommerce confirmation email, AMC Theater’s e-receipt created proof of guests’ purchases, but did little else to engage the user. AMC worked with DEG to ask: can this email work harder for us? Are there untapped opportunities in this transactional message? If so, what are they, and how do we unlock them? The new version not only drove more overall engagement, but the tailored messages were also appealing enough for the moviegoers to act on the targeted offers.
Credits: Sarah Powers, Manager of Push Marketing, AMC Matt Olson, Account Director, DEG Lisa Graves, Senior Email Strategist, DEG Katie Macfee, Senior Insights Analyst, DEG,
Julie Sikonski, Interactive Designer, DEG, Meg Nuckolls, Copywriter, DEG

Email: Campaign: CAT by Liberty Mutual Insurance for Liberty Mutual Insurance
After a severe weather event customer-filed claims in the United States increase. The challenge was to create an email program to send to customers in those weather effected areas while providing helpful information to prevent damage to customer homes and auto mobiles as well as create a direct call to action to file a claim online. Automating the daily emailing process drastically improved email timing, relevancy, and communication effectiveness.
Credits: (All below individuals work for Liberty Mutual Insurance) Molly Violandi (Campaign Owner) Senior Specialist - Marketing Rohn Dungee Designer Bryan Griffen Developer Surujdai Lockenauth Campaign Manager Melissa Briscoe Developer - Automated Program Joanna Freed Manager Customer Marketing - Digitization; Trending Stories Campaign by Dow Jones for The Wall Street Journal
By partnering with Movable Ink, an Intelligent Content Platform, WSJ was able to pull in the top trending stories into each customer’s email at the time of open. Through Movable Inks’s web cropping capability, each time a subscriber opens their email, Movable Ink pulls in exactly what is trending on the Journal’s website. This email performed well above WSJ's baseline success metric. In February, the email had an open rate of 54.52% (+29.46% above the baseline) and a click-through rate of 10.44%. (+7.95% above).
Affiliated Agency: Movable Ink
Credits: Anne Powell Marketing Manager at The Wall Street Journal Jonathan Duxbury Director, Engagement Transformation at Dow Jones David Malary Creative Technologist at Dow Jones; Harley-Davidson Street Rod and Road King Announcement Campaign by Oracle Marketing Cloud for Harley-Davidson
A Harley-Davidson motorcycle always stands out on the street. To announce the launch of two new 2017 bike models, the Harley-Davidson team tasked Oracle Marketing Cloud with creating a campaign that would command just as much attention in a customer’s inbox. By combining beauty shots, detailed closeups, and hard-hitting copy with the use of embedded video and targeted offers, the Oracle Marketing Cloud team delivered a rich user experience across all devices, successfully generating buzz and excitement throughout the brand’s base.
Credits: Oracle Marketing Cloud Nicholas Cantu, Senior Art Director Michelle East, Designer Kelly Moran, Copywriter Rowdy Gleason, Developer Kaity Cheung, Developer Patrick Daday, Account Manager Hassan Janjua, Campaign Specialist Hemanth Kumar, Campaign Specialist Harley-Davidson Aaron Ormond, Manager, Customer Lifecycle Anna Turner, Analyst, Consumer Analytics

Home Page Takeover: Fast Company/Slow Company by Goodby Silverstein & Partners for Adobe Sign
Most businesses don't recognize the importance of e-signatures. A clever execution demonstrated why they matter and drove awareness for Adobe Sign, the company's e-signature product. A false home page titled “Slow Company” with headlines such as “How to lose a billion-dollar deal in one easy step” morphed into a Fast Company home page takeover that showed how Adobe provides solutions to inefficient business processes. The campaign was a success, drawing three times the visits of a standard Adobe Sign home page takeover.
Credits: Client: Adobe Chief Marketing Officer: Ann Lewnes VP, Experience Marketing Group: Alex Amado Executive Creative Director: Steve Gustafson Sr. Creative Director for Video: Dan Cowles Director of Advertising and Production: Joel Giullian Director of Media Strategy and Planning: Steve Weeks Agency: Goodby, Silverstein & Partners Co-Chairmen: Rich Silverstein and Jeff Goodby Chief Creative Officer: Margaret Johnson Creative Director: Will Elliott Creative Director: Patrick Knowlton Art Director: Jasper Yu Art Director: Stefan Copiz Copywriter: Alex Maleski Director of Content Production: Tod Puckett Senior Producer: Benton Roman Managing Partner: Brian McPherson Account Director: Theo Abel Account Manager: Chelsea Bruzzone Assistant Account Manager: Zack Piánko Director of Brand Strategy: Bonnie Wan Brand Strategist: Etienne Ma Brand Strategist: Andrew Mak Director of Communication Strategy: Christine Chen Communication Strategy Deputy Director: Dong Kim Senior Communication Strategist: Caitlin Neelon Communication Strategist: Natalie Williamson Junior Communication Strategist: Chloe Bosmeny; Black Mirror Season 3: Unblockable Ads by MullenLowe Mediahub for Netflix
How do you target the ultimate ad haters who defy targeting? To reach viewers of Netflix's sci-fi series "Black Mirror," which looks into the dark side of innovation and technology, Mediahub zeroed in on these notorious ad blockers' top online destinations with messages that would not be identified as advertising. The home page takeover drove buzz, sparking 30 times more social media conversations for Season Three and 103 million posts about the series -- which ranked among the top 15 original shows of 2016.
Credits: Netflix: Chris Lee, Director of Marketing — North America, Australia, New Zealand Aaron Jones, Marketing Manager — North America, Australia, New Zealand Kelly Hughes, Marketing Manager — North America, Australia, New Zealand MullenLowe Mediahub: John Moore, Global President Sean Corcoran, Executive Director of the Americas Laurel Boyd, Director of Media Content & Innovation Simeon Edmunds, Associate Director, Media Content & Innovation Michelle Blaser, Associate Media Director Ali Sakai, Senior Digital Media Planner Talia DeFranco, Media Planner

Humor: Josh & Donny's Supercool Superstore for Men by CP+B for Fruit of the Loom
Goofy can work. Fruit of the Loom wanted to promote its new men’s “Breathable Underwear.” But it’s not easy getting men excited about the topic. Enter Josh & Donny’s Supercool Superstore for Men, a fake business dedicated to keeping men cool “down there.” Ads noted their ridiculous products, accidently highlighting Breathable’s benefits in the process. Between a site, 800 number and wacky store inventory, the spots earned more than 450 million impressions. Plus, the campaign lifted Fruit of the Loom underwear sales by 23%.
Affiliated Agency: CAVIAR, The Whitehouse Post, Artjail, Lime Studios
Credits: Ralph Watson, Allen Richardson, D'Arcy O'Neill, Donny Brunner, Josh Shelton, Ryan Contillo, Ramon Nuñez, Amber Peña, Jonathan Krisel, Carlos Lowenstein, David Burg, Fabiana Brown, Danielle Whalen, Kristi Kirkeide Boutiette, Tara Delaney, Tracy Sarli, Dan Corken, Jordan Griffith, Craig McDowell, Liz Rogers, Jillian Hart, Katie Souther, Daphne Papadopulos, Alex Blumfelder, Meghan Walsh, David Whitney; Viralocity: Linsanity by Viacom Velocity for Lyft
What better way to parody the world of marketing and smarmy marketers than have a celebrity campaign backfire? Comedy Central's Viralocity is a comic vehicle for pro athletes and the “Linsanity” episode, starring breakout NBA star Jeremy Lin, was a slam dunk. Lin’s partnership with Lyft, the rideshare app is sent up, along with numerous campaign misses and its doofus producers. Shared on CC’s digital platforms, and Lin’s social media account, scored over 2.5 million views, and 1.8 million views on Comedy Central's Facebook.
Credits: SVP Creative Director, Velocity Creative, Viacom Velocity: Beth Trentacoste VP Production & Project Management, Velocity Creative, Viacom Velocity: Mike Tome Production Manager, Velocity Creative, Viacom Velocity: Jon Lee Talent Executive, Velocity Creative: Melissa Chusid Director: Todd Sklar DP: Nelson Salcedo Executive Producer: Rich Korson EVP Production: Leah Gonzalez Producer: Mary Zappulla Writer: Boyd McDonnell Writer: Andy Miara Art Director: Bree Merkwan Talent: Jeremy Lin Editor: Brian Hartough; Torque Toons by WP Engine for Torque Magazine, a WP Engine Publication
Torque Magazine informs users about all things WordPress. To engage audiences in a more humorous vein, given the industry-heavy focus, Torque launched a weekly cartoon series, “Torque Toons.” The cartoons took on various topics — from JavaScript to the Internet of Things to Google Docs phishing scam — with clever black-and-white drawings that allowed low-tech to playfully jab high tech. Besides kick-starting community conversations, readers have developed new plugins. The cartoons proved so popular Torque created a print coloring book that proved a hit among readers.
Credits: Doctor Popular - Creative Strategist, WP Engine

Interactive: Single Execution: TIMBERLAND “MADE TO FLEX” VIRTUAL FLEX TEST by PadSquad + Timberland for Timberland
Timberland found it challenging to communicate the flexibility of a shoe on a mobile screen, but PadSquad made it happen with motion technology to draw in consumers and bring Timberland's SensorFlex brand to life. Interaction led sales to rise about 300%, some 386% above industry benchmark. Consumers interacted with the ad unit about 106,000 time, including tilting the image 91,000 times and 14,000 shakes that led to about 19% CTR above the industry benchmark.
Affiliated Agency: Assembly
Credits: Jennifer Gavin, VP Brand/Innovation, PadSquad Andrew Augustine, VP Sales, PadSquad Mike Isabella, Director of Consumer Engagement, Timberland Arie Hefter, Associate Director, Integrated Communications, Media Assembly; Mobile video gold: Disney's Interactive Mobile Video for Pirates of the Caribbean by AdColony for Disney
Disney's immersive campaign for Pirates of the Caribbean: Dead Men Tell No Tales, by partnering with OMDe, made it the first brand to use AdColony’s new mobile format Aurora HD Video. Consumers participated in a virtual treasure hunt by watching the trailer to look for specific items. It used haptic effects. When a treasure was successfully collected the phone vibrated. Engagement rates were 46-times higher than competitor’s benchmarks, 3-times higher than Moat industry benchmarks for viewable completion rates, and 2-times higher than viewability rates.
Affiliated Agency: OMDe
Credits: Kimberly Woolf - Creative Management Director, OMDe Sheeva Banton - Sales Director, AdColony Lauren Murray - Account Manager, AdColony Tim Pedersen - Interactive Creative, AdColony; Best Western's 360-Degree Scavenger Hunt Video by Ideas Collide and 11 Dollar Bill for Best Western Hotels & Resorts
Best Western Hotels & Resorts partnered with Disney Media for its 2016 summer promotion to drive the “K.C. Undercover Mission: Vacation Sweepstakes,” where families had a chance to win Best Western gift cards and a trip to L.A. The 360-degree VR experience took users on a virtual tour of a Best Western property to find hidden clues to complete a quiz. The promotion received more 24,500 views, with about 13,300 people playing the game to unlock the content. The campaign helped drive 785,000 sweepstakes entries.

Gaming: NBA 2K Boost by CP+B LA for NBA 2K
Big participating sports video games need more connection -- to the real physical world, like fitness. A new version of video game NBA2K links the digital sports video game to the real world where gamers can boost a character's ability with their own fitness improvement, connecting to Fitbit devices. For every 10,000 steps they take, their NBA 2K characters get a temporary “boost”. In just the first week, 7,000 FitBit users signed up --- and 27,000 overall. No jump ball here; a possession arrow.
Credits: Kevin Jones, Andrew Jasperson, Jeff Dryer, Dan Sok, Kate Hildebrant, Jennifer Malki, Andy Hamm, Corey Szopinski, Ryan Moreno, Matthew Kahn, Matt Segal, Courtney Pickens, Curt Cooper, Andrew Johnston, Andy Tanguay, Ryan Skubic, Ivan Perez-Armendariz, Mollie Partesotti, Jake Welch, Katie Martin, Rebecca Williams, Taylor Tsuji, David Whitney, Denise Lynch, William Henriquez; Beyblade Burst by RED Games for Hasbro
Kids physical games versus digital games: Who wins? Maybe both. Hasbro’s Beyblades are spinning battle tops that players launch onto tabletop arenas, which collide and strike each other and can bursts into pieces. Think about the exploding permutations in digital world? Since its app’s launch in January the digital version of the game pulled in 7 million users, averaging more than 10 minutes per session, playing on average three sessions per day, and making 'Beyblade Burst' the most successful app for all Hasbro games.
Credits: Daniel Mizraki, Senior Director, Client Development - RED Games Adam DeVincent, Executive Creative Director Jared Kroff, Executive Creative Director Tony Kanell, Development Director Jesse Hohn, Senior Software Engineer John Martz, Designer & Developer Ron Jensen, Visual Designer Matt Mangus, Senior Designer Damean Lyon, Senior FX Artist; Earn Your Power by MullenLowe Mediahub for Netflix -- Iron Fist
Too many action-adventure/cartoon-like characters in films and movies? Now add one more. Looking to boost a new Netflix TV show, based on Marvel’s Iron Fist, the marketing game effort spoke to hard-core gamers in their language, “hacks” and “cheat codes” and the like. Better still, get two of the greatest modern gamers ever -- Justin Wong and Daigo Umehara — were competing. Rising live video results -- 215,000 views on all platforms. For Netflix? “Iron Fist” was the most binged 1Q drama.
Credits: Netflix: Chris Lee, Marketing Director, UCAN Aaron Jones, Marketing Manager, UCAN MullenLowe Mediahub: John Moore, Global President Sean Corcoran, Executive Director of the Americas Laurel Boyd, Director of Media Content & Innovation Christine Bradt, Group Media Director Michelle Blaser, Associate Media Director Simeon Edmunds, Associate Director, Media Content & Innovation Ali Sakai, Senior Digital Media Planner Talia DeFranco, Media Planner Caroline Winslow, Assistant Media Planner

Mobile: Single Execution: IHG iMessage App by InterContinental Hotels Group (IHG) for IHG
Planning a trip around an event with friends can be complicated, so InterContinental Hotels Group figured a way to aggregate destination hotel information for groups of friends via the IHG iMessage app. Content is sharable, so the travel planning among friends can happen in real time. IHG provides a number of hotel options at a destination and the friends give their up or down choices, leading to the group agreeing and directly to the actual hotel booking. A new power of mobile messaging.
Credits: Darin Wonn, Director, Applied Discovery, Mobile Sols & Guest Experience; Impractical Jokers Surprise and Delight Hawaii Premiere by truTV for truTV
To kick off their Season 6, The Impractical Jokers added to their one-our special from Hawaii, a bit of Hawaiian pizza, sent to surprised fans around the U.S. Fans were instructed to do a certain tweet for a shot at a pineapple pizza. Many of the 3,000 fans who received a pizza generated well over a million impressions by sharing news of their reward, wiht about 20,000 tweets within a targeted demographic, many with a pizza pic, of course.
Affiliated Agency: Fooji
Credits: truTV: o Puja Vohra (EVP, Marketing & Digital) o Raymond Dooley (VP, Marketing) o Leah Rubner (Director, Marketing) o Ali Hayes (Sr Manager, Marketing) o Jennifer Camp (Asst Manager, Marketing) o Dan Manu (VP, Social & Digital) o Melanie English (Director of Content) o Jim Read (Creative Director) o Hermes Arriola (Senior Designer); Dunkin' Donuts Waze On The Go Ordering by Trilia Media/Dunkin' Donuts for Dunkin' Donuts/Trilia Media
Dunkin' Donuts wanted to save their customers a bit of time, so partneed with Waze to fine tune their mobile odering. After linking the Dunkin' Donuts mobile ordering system to Waze, customers could tap an order ahead button to launch an order along their way from within the Waze planned route. To make matters even easier, Dunkin' can prompt an order before the car even starts moving, to suggest the time and place for the driver to start their day running on Dunkin'.
Credits: Trilia: Leslie Gillieo, Jackie Klein, Jeff Zannella, Kelly Butterworth, Kyle Vascovitz Dunkin' Donuts: Casey Brown, Eileen Cawley, Jacqueline O’Leary, Manuel Martins, Meg Galligan, Nick Dunham, Randy Onario Waze: Adnan Avdic, Birdy Chou, Charlotte Ames, Chris Spinelli, Christian Boesen, Dror Cohen, Hayley Besecker, Ishan Malkani, Julie Polmonari

Mobile: Campaign: Propel on Pandora by Pandora for Propel
Propel created the Propel Power Workout station using Pandora’s "runner" and "sport drink enthusiast" targeting segments. The gyroscope in the listener's smartphone measured rotational motion launching a Pandora Custom Station. The shake of the phones also unlock an hour of uninterrupted music. Dayparting ads reflected local weather patterns. Within four months 264,000 people spent an average of 40 minutes listening. The campaign drove 4.4% CTR on the accompanying display banner, and received a 63% lift in ad awareness and 60% lift in purchase intent.
Affiliated Agency: OMD
Credits: Susanna Earnest, OMD Amy Swearingen, Pandora Gina Hardy, Propel; Nespresso: Answer The Call of Coffee by Contobox and MEC for Nespresso
Nespresso created an interactive mobile campaign targeting coffee drinkers in Québec on their phones within the first five minutes of waking up because it wanted to become as well-known in Canada as in the United States. Partnering with Contobox, the campaign used a slide-to-answer ad format, allowing users to unlock a promotional message similar to the way someone unlocks a smartphone to answer a call. Nespresso doubled sales targets and drove up machine sales by 200% in Québec, dropping their CPA 40%.
Affiliated Agency: MEC (Media Agency) Contobox (Technology Vendor)
Credits: Martine Rufiange - SOHO Marketing Specialist, Nestlé Nespresso Mohamed Hapté SOW - Ecommerce & Digital Marketing, Nestlé Nespresso Caroline Boulard, Sr. Media Strategist, MEC Fauve Doucet, Strategy Director, MEC Tatjana Adzic, Media Strategist, MEC Marc Tanguay - Sales Manager, Québec, Contobox Janeal Orr - Senior Account Manager, Contobox Shirine Aouad - Director of Experience Management, Contobox Chris Constandinou - Senior Developer, Contobox Eugene Kozlov - Developer, Contobox; Holiday Tablescape by By & Large for Ashley HomeStore
Ashley HomeStore became one of the first retailers to tap into Twitter Scratch Reels and Pinterest Cinematic Pins, which offer unique ways to engage with paid content similar to the way someone might scan through a video or pictures on a smartphone. Using footage of dining tables set for the holidays, the ads enabling users to “set” and “reset" tables and inspired consumers to click-through and watch full length how-to videos for each holiday table. The campaign generated 300% higher engagement than engagement.
Credits: Co-Creative Directors > Eric Bowers & Harris Davis Editor > Eric Bowers Co-Strategists > Peter Field & Emily Langford

Mobile: App: Bethany Hamilton Damon™ Smile Emoji Keyboard by Ormco Corporation for Ormco Corporation
People have more reason to smile after visiting the orthodontist. What better way to express this than with emojis? Ormco and Bethany Hamilton developed an Emoji keyboard composed of 26 emojis that can be shared through Facebook Messenger, WhatsApp and other messaging apps and downloaded for free. The keyboard has been used by over 5,000 people, providing them with information on the benefits of orthodontic treatment, support and a way to communicate and share their own unique qualities to help maintain a positive self image.
Affiliated Agency: Swyft Media
Credits: Alex Miroshnichenko, Senior Manager, Global Digital Marketing Debby Hartman, Director, Damon Marketing & Ormco Graphic Design; AT&T and Conan in NYC: Catch Coco App by Conaco and Turner for AT&T
What better way to celebrate Conan's long-awaited return to New York than to catch him at iconic Big Apple locations? CONAN and AT&T partnered to engage Conan fans -- many of whom are mobile gaming enthusiasts -- through a virtual reality game. Catch Coco was promoted through TV and social channels and in-show integrations, with an app launch in October. The result? Nearly 21,000 Conans were captured, and users following both CONAN and AT&T on social media increased by 33%.
Credits: Client: AT&T Agency: Hearts and Sciences Jeff Fischer Aaron Reardon CONACO: Executive Producers: Conan O’Brien, Steve Beslow, Jeff Ross Producers: Matt O’Brien, Travis Kuhl, Jason O’Malley Integrated Marketing: Tanesha Fields Turner Integrated Marketing: Dan Riess, Jenn Cohen, Morgan Verdi, Blair Shiffman, Leah Mackstutis; Selfeo App by Perficient Digital for Selfeo
We all want to make our selfies more social, personal, and customized. Social media app Selfeo, which allows users to add or upload video clips and add personal commentary to video selfies, set out to overcome the technical challenges of maintaining its development platform and enhancing the user experience. Working with Perficient Digital, Selfeo redesigned the app to make it more engaging, fun and easy to use, and gave users greater control over their experience -- thus reaching their goal: to make video more social.
Credits: Perficient Digital

Mobile: Integration Cross Platform: #OMGB Home of Amazing Moments by Expedia Media Solutions and VisitBritain for VisitBritain
From the cliffs of Cornwall to a Welsh castle or the bustling streets of London, Great Britain offers a diverse array of attractions and activities for visitors, portrayed with local color in a campaign developed by VisitBritain and Expedia featuring vibrant, interactive virtual tours, a branded microsite, and humorous TV ads. The campaign achieved impressive results, driving a surge of nearly 40% in demand for passenger and air tickets in all markets and an increase of more than 20% overall in visits to Great Britain.
Affiliated Agency: 180LA, Creative Agency – Creative work for TVC; Assembly, Media Agency – TV Media Buy; Infectious Media, Programmatic Agency – Programmatic Buys
Credits: Angelique Miller, Director of Creative Partnerships, Expedia, Inc. Kayleigh Britland, Head of Agency, EMEA, Expedia, Inc. Carol Dray, Commercial Director, VisitBritain Louise Bryce, Head of Commercial Partnerships, VisitBritain Josephine Bell, Senior Commercial Partnerships Manager, VisitBritain Sam Reid, Senior Campaign Marketing Manager, VisitBritain; New York Lottery Campaign by Undertone for New York Lottery
To build buzz around its 3D sports-themed game Champions of Cash and teach people how to play, the New York Lottery turned to Undertone. Two ad units drove awareness and engagement -- one featuring coins in a basketball court and a mobile-only unit providing a panoramic 360-degree view of four sports arenas. Users were retargeted on Facebook with a custom Canvas unit that provided details on how to buy a ticket. The three units combined achieved the goal for the New York Lottery's KPIs.
Affiliated Agency: Universal McCann
Credits: Josh Gotthelf - Undertone; VP, Brand Marketing Jeff Ortegon - Undertone; Creative Director Allison Volpicelli - Undertone; Senior Creative Designer Jonathan McGough -Undertone; Senior Creative Developer Jeff Liu - Undertone; Creative Developer Jaime Nash - Undertone; Associate Director, Creative Strategy Justin Samuels - Undertone; Senior Manager, Brand Marketing Mariam Matin - Undertone; Brand Marketing Associate Ilana Greenberg - Undertone; Brand Marketing Content Coordinator Sara Itak - Undertone; Campaign Manager Jeff Allen - Undertone; Creative Project Manager Jessica Szewczuk - Undertone; Senior Account Executive Christina Fiasconaro - Undertone; Client Services Manager Jayne Coleman - Undertone; Client Strategist Maria Caruso - Undertone; Sales Director Denis Mahon - Universal McCann; Account Executive Denise Rackoff - Universal McCann; Senior Associate, Portfolio Management Kaitlin Baldauf - Universal McCann; Senior Manager, Integrated Investment; COVERGIRL; Celebrating The Diversity Of Beauty by Zenith for COVERGIRL
Beauty has no boundaries. This powerful message transformed the beauty industry. Zenith's campaign kicked off with Katy Perry announcing the first male cover girl to her huge Instagram following and gained momentum through multiple strategies and platforms: Influencer marketing on Facebook Live, content curation through mobile partners Amobee and GumGum, and a 50% share of voice in the Snapchat Grammys takeover. So Lashy! became the top mass mascara launch of 2016, with sales 225 times higher than COVERGIRL's previous mascara launch.
Affiliated Agency: Marina Maher Communications, GREY, Blue Group Entertainment
Credits: Ukonwa Ojo, SVP Global COVERGIRL, COTY Erika Woods, Director Global COVERGIRL Marketing, COTY Laura Brinker, VP Influencer Marketing, COTY Brent Poer, President Content, Zenith Jennifer McClarran, SVP Strategy, Zenith Anna Kelce, VP Strategy, Zenith Jennifer Mahovlic, AD Strategy, Zenith Dylan Klaus, Planner, Zenith

Music/Sound Effects: The Line Up Song by UM MENA for The Coca-Cola Company
Coca-Cola hijacked a Pepsi-sponsored African Cup of Nations event without mentioning the name. It was the first live event in which Egypt made an appearance since a strict ban went into effect in 2012, after a match between two rivals ended in a bloody massacre. As an unofficial sponsor, Coca-Cola tapped into Egyptian fans wanting to cheer on their national team. The song featuring the new line-up of players reached more than 6 million Egyptians organically. Music streaming app Anghami featured the song.
Affiliated Agency: Advertising company: FP7/CAI; PR Agency: Influence; Production Company: Big Foot Films
Credits: Salma Shedid, Associate Director, UM MENA; Nariman Ebrashy, Media Manager, UM MENA; Hadil el Zanaty, Digital Supervisor, UM MENA; Nadine Zeitoun, Digital Executive, UM MENA; Adham Gawish, Senior Executive, UM MENA; Ahmed Hafez Youness, Executive Creative Director, FP7/CAI; Maged Nassar, Creative Director, FP7/CAI; Mohamed El Ghamrawy, Song Writer, FP7/CAI; Mostafa Abdelmawla, Senior Graphic Designer, FP7/CAI; Ahmed Fayez, Business Unit Head, FP7/CAI; Sara Sherif, Senior Account Director, FP7/CAI; Ahmed El Shimy, Account Supervisor, FP7/CAI; Aslan Tarek, Account Executive, FP7/CAI; Hend Ali, Account Executive, FP7/CAI; Heba Radwan, Head of Film Production Department, FP7/CAI; Inas Nagy, Producer, FP7/CAI; Moayad El Shenawy, Producer, FP7/CAI; Maged Nassar, Director; Assem Ali, Art Director; Ahmed El Morsy, DOP; Begad Omran, Executive Producer, Big Foot; Nada Faied, Line Producer, Big Foot; Ahmed Azmi, Producer, Big Foot; Karim Mira, Colorist, Lizard; Amr Rabee, Editor, Lizard; Wael Alaa, Music Composer, Byrdkill; Nada Adel, Stylist; Naila Fattouh, Head of Strategic Planning, FP7/CAI; Tahaab Rais, Regional Head of Strategic Planning, FP7/MENA; The One Moment by Neo@Ogilvy for Morton Salt
Morton Salt collaborated with OK Go to create a 4.2 second music video to the band's song, The One Moment, rising from 15 million views in the first 24 hours to more than 42 million, and 370,000 likes and 285,000 shares. A behind-the-scenes video, live Facebook Q&A, and band performance on the Late Show with Stephen Colbert followed. Overall, it garnered more than 1.1 billion PR and social impressions with 48% of all views from video shares. Morton's lift in brand conversations skyrocketed to 245%.
Affiliated Agency: Code & Theory - Website
Credits: NEO@OGILVY - MEDIA: Pranav Pandit, Managing Director Ron Kurian, Group Planning Director Michael Myers, Media Supervisor Alexis Kuennen, Media Planner Jessica Palmer, Media Planner Les Hostetler, Search Director Devin Heisner, Search Supervisor Emily Joseph, Search Planner OGILVY: Joe Sciarrotta, Chief Creative Officer David Hernandez, Executive Creative Director Liz Taylor, Global Executive Creative Director Amy Gozalka, Creative Director Kara Coyle, Associate Creative Director Gayle McCormick, Executive Producer Annie Larimer, Senior Producer Philip Puleo, Project Manager Annie Gray, Management Supervisor Paige Robinson, Management Supervisor Katie Quinn, Assistant Account Executive Janna Reddig, Planning Director Max Arevuo, Planner OK Go: Damian Kulash Timothy Nordwind Andy Ross Dan Konopka Directed by Damian Kulash Produced by Park Pictures Executive Producers: Justin Pollock & Jackie Kelman Bisbee Producer: Pat Frazier Editorial: Editor: Cass Vanini; Coolin' Down With Sasquatch by Carmichael Lynch for Jack Link's
Carmichael Lynch found a way to bring Sasquatch's musical talent into a campaign for Jack Link's. The R&B single titled "Coolin' Down With Sasquatch," in collaboration with Broadway star Tituss Burgess and Funny or Die set out to teach others how to cool down with Jack Link’s Jerky. The lyrics focus on Jack Link’s Jerky as the perfect snack to refuel after intense workouts. Tituss' and Sasquatch' collaborative duet garnered more than 3 million views, with 4.1,000 shares, 2.9,000 comments, and nearly 12,000 likes.
Affiliated Agency: Funny or Die, production company, partner
Credits: CLIENT: Jack Link’s AGENCY: Carmichael Lynch President, Carmichael Lynch: Julie Batliner Chief Creative Officer: Marty Senn Director of Consumer Engagement, Senior Partner: Neil Goodspeed Senior Engagement Strategist: Andrew Lapham Engagement Strategist: Nellie Murray Engagement Planner: Samantha Kemper Group Creative Director: Josh Leutz Senior Copywriter: Justin Prichard Senior Art Director: Chris Carlberg Account Director: Alissa Anderson Project Management Supervisor: Lisa Brody PRODUCTION COMPANY: Funny or Die Song composer: Avery Pearson Song produced by: Score-A-Score

Native Advertising: Single Execution: F-PACE Launch by Mindshare for Jaguar
Most people know Britain had a major historic impact on American society and culture, but Jaguar wanted to highlight its ongoing influence as part of the launch for its first SUV, the F-Pace. The Atlantic Re:think responded with in-depth features exploring the intellectual aspect of Jaguar’s British heritage, creating content around the topics of jazz, dining, and design, using an interactive video platform. Page views were over three times the Atlantic’s benchmark and social actions were double, including 278,000 video views.
Affiliated Agency: Spark44 (Creative Agency), Mindshare Entertainment
Credits: Karen Bennett, Executive Director, Mindshare, Lauren Campbell, Director, Mindshare, Angela Dahir, Associate Director, Mindshare, Janet Morrison, Executive Producer, MSE, Russell Stein, Producer, MSE, Taylor Hoel, Media Specialist, Jaguar Land Rover, Chris Jeyes, Digital Communications Specialist, Jaguar Land Rover, Joe Torpey, Communications Manager, Jaguar Land Rover, Karina Marinha, Associate Producer, Mindshare Entertainment, Derek Topel, Senior Partner, Digital Director, Mindshare,; The Z List by Refinery29 for Hollister
Hollister wanted to increase brand engagement among fashion-buying teens, driving relevancy and building social currency. To help Hollister reach its target audience of stylish teens with a back to school fashion message, Refinery 29 created the "Z List," showcasing 29 trendsetting online personalities. The campaign extended into multiple editorial sponsorships and was anchored by an edgy "20 under 20" market list, using original photography and in-person interviews to put the spotlight on movers, shakers and trend-breakers in the style world, all under 20.
Affiliated Agency: n/a
Credits: R29 Branded Content team; American Beauty by MullenLowe Mediahub for Harley-Davidson
In order to boost slumping sales and restore brand relevance among Gen X and millennials, Harley-Davidson and Rolling Stone joined forces for a purely editorial native execution, with Rolling Stone reporters riding Harleys across the country to discover real America. For the 10-part multimedia series, "American Beauty," RS reporters spent six months criss-crossing the country to find out what unites Americans. All videos, photos and articles were published as editorial, rather than a branded hub, and amplified with a media plan. Viewing exceeded forecasts 300%.
Credits: Rolling Stone Gus Wenner, Head of Digital Michael Provus, CRO Gina Abatangelo, Producer MullenLowe Mediahub: Will Phipps, Group Media Director Allan Apjohn, Associate Media Director Adam Telian, Associate Media Director Dale, Lee, Associate Media Director Allie Babes, Media Supervisor, Harley-Davidson: John Lee, Manager, US Marketing Channels, Harley-Davidson: Jamie Kobar, US Media

Native Advertising: Campaign: The Laws of Gilead by UM LA for Hulu / The Handmaid's Tale
To promote Hulu's series based on Margaret Atwood's 1985 novel, UM partnered with a number of publications to explore the gender-based oppression of Gilead, the fundamentalist dystopia. The campaign included an event and article in Nylon on women's right, a piece in Ozy magazine on history's most infamous banned books, an in-depth investigation in Vogue on the disturbing color symbolism of caste-specific clothing in the show, and custom editorial in Vanity Fair exploring color in literature. Awareness among non-subscribers reached 158% of the goal.
Affiliated Agency: Creative Agency: Arsenol; Experiential & Event Agency: Civic Entertainment Group; Social Agency: Social Code; Production Studio: Suite Spot
Credits: Kacie Sage, SVP, Portfolio Management, UM Los Angeles; Kristine Swanepoel, VP, Strategy, UM Los Angeles; Juliana Ossa, Account Manager, UM Los Angeles; Brittany Hoffman, Associate Director, UM Los Angeles; Anna Ma, Senior Associate, UM Los Angeles; Jenny Wall, SVP, Marketing, Hulu; Linnea Hemenz, VP, Originals and Content Marketing, Hulu; Kevin Blanchette, Senior Manager, Original Content Marketing, Hulu; Lauren Vu, Content Marketing Coordinator, Hulu; Ashley Rappoport, Content Marketing Coordinator, Hulu; Amber Lam, Manager, Media, Hulu; Callie Child, Associate Media Manager, Hulu; On the run with Pablo by MullenLowe Mediahub for Netflix -- Narcos
To promote the second season of "Narcos," about the rise and fall of Pablo Escobar, Netflix tapped MullenLowe Mediahub to create a native campaign that took its audience “on the run with Pablo," unveiling details of Escobar’s fugitive lifestyle. For example, the campaign launched on CNN.com using real archival news footage from the network about Escobar's 1992 prison break. Pieces in Wired, GQ and WSJ explored the fashion, technology, and money laundering of "Narcos." At its peak the campaign generated 260 million social impressions.
Credits: Netflix: Megan Imbres, Director of Marketing – North America, Australia, New Zealand Rose Russo, Marketing Manager - North America, Australia, New Zealand MullenLowe Mediahub: John Moore, Global President Sean Corcoran, Executive Director of the Americas Carrie Drinkwater, Group Director of Video Investment Activation Laurel Boyd, Director of Media Content and Innovation Simeon Edmunds, Associate Director of Media Content and Innovation Michelle Blaser, Associate Media Director Brendan Marrese, Associate Media Director, Video Investments Tyler Warner, Video Investments Buyer Ali Sakai, Senior Digital Media Planner Kelly Ross, Assistant Media Planner IPG Mediabrands Jennifer Thomson, Manager of Connection Planning Petra Moy, Client Business Partner Jaime Elejalde, Associate OOH Media Director Tanya Bouyounes, OOH Account Executive Glyn Williams, OOH Media Director; Roll Up Our Sleeves by MullenLowe Mediahub for Shinola
Following the divisive 2016 election, Shinola wanted to promote its unifying, "can-do" message that would also highlight its mission of restoring manufacturing in America. MullenLow Mediahub conceived a series of multi-part executions including the first-ever pop-up blog with New York Magazine, about what it takes to succeed in America, and messages tailored to geographic locations, for example “The Golden Gate wasn’t found, it was built” for readers in San Francisco. The campaign generated 538 million earned media impressions, while Shinola sales rose 29%.
Credits: Allison Tierney, Group Media Director Elizabeth Fermon, Associate Digital Media Director Victoria Miles, Media Planner

Photography: WP BrandStudio & Cleveland Clinic Empathy By Design by WP BrandStudio for Cleveland Clinic
The content-marketing campaign for the Cleveland Clinic’s new cancer care building was an immersive 360 degree-experience. It sought to communicate healing informed by empathetic care — from art therapy to radiation treatment. Utilizing The Washington Post’s ad tech and national distribution, it shared a state-of-the-art experience with the site’s 100 million monthly unique visitors. Videos, interviews and audio segments explore the innovative clinic designs, all geared to reducing fear and stress. The campaign outperformed its benchmarks, doubling expected performance metrics.
Credits: Jacob Bodager, Program Manager, WP BrandStudio Nick Jackson, Creative Director, WP BrandStudio Heather Schmelzlen, Social Media Specialist, WP BrandStudio Kathryn Johansen, Performance Manager, WP BrandStudio; In Pursuit of the Shot by Canon Europe/Reuters for Canon Europe
How do you change perception? Photojournalism. Reuters photographers and the Canon EOS 5D teamed to ensure imagery changed people’s perspectives. The “In Pursuit of the Shot” series, photographed in seven European countries, highlighted relevant social issues and themes— organic gardens in Stockholm to a decaying medieval Italian village. These stories lived on the local Canon site in each market and exhibitions in London, Paris, Cologne, Amsterdam, Madrid, Milan and Stockholm. It’s photography as exploration, shot with top-notch equipment to ensure crisp, evocative visuals.
Affiliated Agency: Nelson Bostock PR
Credits: Jeff Perkins, Commercial Director EMEA, Reuters Lee Bonniface, Marketing Director, Canon Europe; Discover Tunisia with Huawei P9 by UM MENA for Huawei
Huawei P9 wanted to take smartphone photography to the next level. To push a better photophone, co-engineered with Leica, Huawei P9 challenged 20 photo influencers and lifestyle bloggers to the Discover Tunisia photography contest. They were charged with artistically capturing its picturesque African landscapes. Fans voted for their favorite photos and promoted images on social media. The goal: closing the gap with rival Samsung, while pushing a superior technology. The campaign earned 2.7M impressions and sales increased by 30% in just three months.
Credits: Ramzi Ferchichi, Marketing Manager NA, Huawei; Maroua Tarhouni, Marketing Manager Tunisia, Huawei; Khalil Abdelkafi, Client Director, UM Tunisia; Karim Ferjani, Media Director, UM Tunisia; Amine Khiari, Media Manager, UM Tunisia; Zaki Krichi, Media planner, UM Tunisia; Hajer Ayoubi, PR Manager, UM Tunisia; Hafedh Farani, Digital Coordinator, UM Tunisia; Slim Azzabi, Digital Strategist, UM Tunisia; Ines Ben Hamida, Digital Planner, UM Tunisia; Habib Barbouche, Web Designer, UM Tunisia;

Programmatic: Subway France - You're the Chef by S4M for Subway France
When Subway France needed to gauge the impact of its online advertising, S4M developed a programmatic campaign, defining its target audiences through behavioral data and geofencing and measuring foot traffic through the use of device IDs. Users were located in real-time and were served videos at key mealtimes, along with information on the distance to nearby Subway restaurants and a restaurant locator guide. The campaign drove a 46.72% increase in visits to Subway restaurants throughout France, and exceeded the goal of 200,000 visits by 31%.
Affiliated Agency: MediaCom/Lokall
Credits: Margaux De Saint Vincent, Lokall, Head of Digital and Innovations, mdesaintvincent@lokall.com Valérie Céran-Maillard, MediaCom France, Global Account Director, Valerie.ceranmaillard@mediacom.com; KIA ACHIEVES 92% VIDEO COMPLETION RATE WITH AMOBEE MULTISCREEN VIDEO, SURPASSING INDUSTRY BENCHMARKS by Canvas & Innocean for Kia Motors
Bringing a dynamic showroom experience to auto shoppers across mobile screens, Kia and its agencies Canvas and Innocean teamed with Amobee to create 3D rich media mobile ad units that allowed consumers to customize the Forte model and explore the interior and exterior in a fully interactive format. The campaign, which Incorporated behavioral insights, resulted in a 92% video completion rate, exceeded vertical benchmarks by 48%, and drove an 84% increase in engagement with the interactive 3D Amobee ad units.
Affiliated Agency: Amobee
Credits: Canvas: Anna Kondrashova (Director, Digital Investment, Canvas) Diana Ibanez (Supervisor, Digital Investment, Canvas) Sarah Povey (Specialist, Digital Investment, Canvas) Emily Dean (Senior Digital Media Specialist, Kia) Andrew Wilhelm (Supervisor, Media Planning, Innocean) Rebecca Hanson (Senior Account Executive, David & Goliath) Sally Dugan (Sales Manager, Amobee) Jordan Kirkegaard (Sr. Sales Strategist, Amobee); A Hero Inside Us All by Mediabrands SF for GoPro / GoPro Hero 5
You're likely to find GoPro users riding a wave, scaling a mountain or biking with pets. The world's leading action camera partnered with Mediabrands SF to craft over 1600 pieces of addressable content showcasing users' personalized experiences with the brand and displaying product features. Using programmatic data insights, key audience segments were targeted by behavior and interests, while content and messaging were triggered at key moments. The campaign achieved an impressive 6.84 return on ad spend, and drove an interaction rate increase of over 1114%.
Affiliated Agency: Media Agency: UM SF; Ad Tech: Cadreon
Credits: Leanne Johnson, Sr. Director of Social and Digital Marketing, GoPro; Sacha Coates, Global Advertising Manager, GoPro; Eric Flynn, Associate Creative Director, GoPro; Allie Menge, Creative Project Manager, GoPro; JP Aguirre, EVP Global Managing Partner/Co-Managing Director UM SF, MediaBrands Worldwide; Suraj Gandhi, VP Group Director Addressable Content, MediaBrands Worldwide; Lauren Reeves, VP Group Partner Partner Programs, MediaBrands Worldwide; Joseph Tagle, Manager Digital Production, MediaBrands Worldwide; Kirk Landgraf, VP Partner Portfolio Management, MediaBrands Worldwide; Allison Kaemmer, Senior Manager International Portfolio Management, MediaBrands Worldwide; Chelsea Donlin, Manager International Portfolio Management, MediaBrands Worldwide; Jenna Millan, Manager Portfolio Management, MediaBrands Worldwide; Steven Jackson, Sr. Associate Portfolio Management, MediaBrands Worldwide; Brian Kong, Manager International Ad Operations, MediaBrands Worldwide; Ethan Melnick, Associate Ad Operations, MediaBrands Worldwide; Troy Tibbals, VP Finance Director, MediaBrands Worldwide

Rich Display Media: Single Execution or Campaign: Garmin vívoactive Campaign by Undertone for Garmin
There’s nothing today’s health-conscious consumer loves more than cool gadgets and personalized data. So, to promote Garmin’s vívoactive GPS smartwatch, Undertone virtually dropped the device into consumers’ laps using its proprietary, digital high impact, full-page takeover ad format. Quickly shifting from form to function, the unit then displays a snapshot of a fellow fitness fan, along with a precise accounting of his distance covered over the past 24 hours. Storytelling at its simplest, it’s no surprise that the unit surpassed initial benchmarks and client expectations.
Credits: Josh Gotthelf - Undertone; VP, Brand Marketing Jeff Ortegon - Undertone; Creative Director Jeffrey Liu - Undertone; Creative Developer Justin Samuels - Undertone; Senior Manager, Brand Marketing Ilana Greenberg - Undertone; Brand Marketing Content Coordinator Mariam Matin - Undertone; Brand Marketing Associate Jaime Nash - Undertone; Associate Director, Creative Strategy Chris Negron - Undertone; Vice President, Sales Dayna Hall - Undertone; Senior Art Director RJ Turchick - Undertone; Senior Creative Project Manager Tiffany Saldibar - Undertone, Director, Advertiser Solutions Alexi Kuelske - Undertone; Manager, Client Strategy Kelsey Hughes - Undertone; Senior Client Services Manager; They're Swedish-Ish by true[X] for Swedish Fish
These days, the best comical creative delivers the biggest laugh in the least amount of time -- and, this past year, few brands did this better than Swedish Fish. To add an additional layer of engagement, the candy brand enlisted true[X] to craft a quiz that was actually fun to take. Then, with the help of Carat, the brand ran ads on on-demand networks like Fox Networks Group and Hulu, and gave viewers the ability to skip commercial breaks in exchange taking completing the quiz.
Credits: Mondelēz Senior Associate Marketing Manager: Kristen Braun Associate Director, Swedish Fish: Kalshelia Lloyd Senior Director, Gum Candy & Cough: Katie Williams Carat SVP, Group Client Director: Sean O'Sullivan SVP, NA Client Lead, Carat Communications Planning: Chanelle Flavell VP, Director, Strategy and Innovation: Sarah Stringer Director, Communications Planning: Ryan Persaud Associate Director, Communications Planning: Sarah Stanley Associate, Communications Planning: Jonathan Eakin Assistant, Communications Planning: Monica Porles Director, Digital: Vincent Kim Associate Director Digital: Stephanie Spelbrink Supervisor Digital: Donald McLean Assistant Digital: Austin Kevelson true[X] VP, Creative Strategy: Alanna Strauss Creative Strategist: Aleksandra Savic Art Director: Cara Albanese Sr. Account Manager: Claire Battafarano; Letters from the Great War by MullenLowe Mediahub for PBS
Imagine being expected to drum up interest in historical events that took place a century ago among today’s self-absorbed mobile users. On behalf of PBS and its WWI documentary, “The Great War,” MullenLowe Mediahub overcame this unique challenge by presenting people with WWI soldiers’ handwritten letters home. With the help of Flipboard, the agency made the experience of scrolling through the letters seamless, while the highly personalized and poignant accounts brought the brutal war to life in a way that no other creative content could.
Credits: Kristen Multer Abramo, Group Media Director Sarah Stroller Pelletier , Associate Digital Media Director Lauren Buscone, Digital Media Planner Emily Faherty, Digital Media Planner Julia Burns, Assistant Media Planner

Rich Media: Campaign: Nespresso: Answer The Call of Coffee by Contobox and MEC for Nespresso
Nespresso wanted to become a regular part of Canadian consumers’ morning routine. It also knew that many folks check their smartphones just after waking up. With the help of Contobox, the coffee brand therefore decided to deliver early-morning mobile interstitials across major lifestyle, weather and news sites and apps. For a more potent delivery, the agency also employed a ‘slide-to-answer’ format, which encouraged people to ‘unlock’ promotions the same way they unlock their phones. In turn, a whopping third of users interacted with the units.
Affiliated Agency: MEC (Media Agency) Contobox (Technology Vendor)
Credits: Martine Rufiange - SOHO Marketing Specialist, Nestlé Nespresso Mohamed Hapté SOW - Ecommerce & Digital Marketing, Nestlé Nespresso Caroline Boulard, Sr. Media Strategist, MEC Fauve Doucet, Strategy Director, MEC Tatjana Adzic, Media Strategist, MEC Marc Tanguay - Sales Manager, Québec, Contobox Janeal Orr - Senior Account Manager, Contobox Shirine Aouad - Director of Experience Management, Contobox Chris Constandinou - Senior Developer, Contobox Eugene Kozlov - Developer, Contobox; Scotiabank: Retirements on the Right Page by Contobox and PHD for Scotiabank
Scotiabank wanted customers to come into their branches and talk retirement planning -- and do so efficiently. So, rather than deploy different digital campaigns for various investor types, Contobox unified the bank’s retirement products into one ad unit, and let customers pick their own. As visitors interacted with the units and learned about each product, Contobox measured their intent and interest. Then, Scotiabank activated on this first-party data by serving optimized creative to lookalike audiences, and retargeted people who had previously engaged with interactive ‘HotSpots.’
Affiliated Agency: PHD (Media Agency) Bensimon Byrne (Creative Agency) Contobox (Technology Vendor)
Credits: Lisa Ramdial - Senior Manager, Digital Advertising, Scotiabank Candice Carneiro - Senior Manager, Marketing Planning, Scotiabank Lynn Henri - Director, Marketing Planning, Scotiabank Media Agency: PHD, PHD Saahil Sharma – Digital Manager, PHD Christian Pereira – Account Manager, PHD Katie O'Donovan - Business Lead, Bensimon Byrne Christine Stewart - Project Manager, Bensimon Byrne Jamie Forbes - Account Executive, Contobox Toni Adolfson - Senior Account Manager, Contobox Scott Victor - Director of Experience Management, Contobox Catalin Glodeanu - Designer, Contobox Farrukh Okhunov - Developer, Contobox Melissa Hurtubise - Developer, Contobox Yustin Musidi - Developer, Contobox; NFL Sunday Ticket Rich Media Campaign Drives 20% Sales Increase by iCrossing for DIRECTV
DirecTV wanted to raise awareness about its “Sunday Ticket” app, which offers access to out-of-market NFL games. In partnership with iCrossing, the brand targeted its message toward college kids, because they’re smart enough understand that a “satellite service” can offer an app. Also, many are without satellite service in their dorm rooms; they’re far from home; and they’re big fans of fantasy football. Early in the football season, iCrossing targeted the college crowd on sites like ESPN.com and NFL.com, and app awareness and subscription soared.
Credits: Brigid Steenberge (Account Director, Client Services, iCrossing) Liz Pisarenko (Account Manager, iCrossing) Ryan Duenas (Senior Designer, iCrossing) Tim Ferguson (Designer, iCrossing) David Keener (Creative, iCrossing) Craig Sosonko (Associate Creative Director, iCrossing) Stephen Rink (Senior Project Manager, iCrossing) Nicole Helbing (Director, Project Management, iCrossing) Paul Tracey (Supervisor, Media Strategy, iCrossing) Carlin Lee (Supervisor, Media Strategy, iCrossing) Charles Buffin (Sr. Media Strategist, iCrossing) Alison Birnbaum (Media Strategist, iCrossing) Ainsley Edstrom (Media Strategist, iCrossing) Kim Hynes (Media Strategist, iCrossing) Hani Katib (Media Strategist, iCrossing) Samantha Benedict (Planning Director, iCrossing) Ruel Baird (Sr. Marketing Analyst, iCrossing) Jonathan Gorelick (Supervisor, Analytics, iCrossing) Harry Lee (Associate Director, Digital Media Strategy, iCrossing)

Search Marketing: SEM Campaign: Layering DSA with RLSA for ForRent.com by Jellyfish Online Marketing US for ForRent
Jellyfish’s use of Dynamic Search Ads and Remarketing List for Search Ads allowed the agency to drive high-intent audiences for ForRent.com to deliver significant performance for cost-per-lead and conversion rate metrics. DSA made it easier for ForRent.com to appear in any apartment-related query by capturing long-tail, hyper-specific queries. Combined with audience remarketing lists, ForRent.com managed to build custom audiences across search. The combined search tools drove much higher CTRs, improvement in average position on query results pages, and a lower CPA.
Affiliated Agency: N/A
Credits: Jellyfish: Jim Hamilton, Managing Director; Arden Kaley, Account Director; Sara Furney-Howe, Senior PPC Manager; Bailey Templin, PPC Manager; Rebecca Taylor, PPC Operations Manager; Suncana Bradley; PPC Operations Manager; ForRent.com: Simon Heseltine, Vice President of Search; Michelle Castillo, Director of Online Marketing; Stacey Brandon, Marketing Analytics Manager; Intel: Cross-channel Integration - Creating a Seamless and Consistent Customer Experience by iProspect for Intel
iProspect connected Intel’s search ads to 69,743 TV ads running on 494 channels to deliver the next generation in cross-channel integration. Using digital fingerprinting and other technologies, the campaigns automatically switched from serving non-synced to synced AdWords content triggering when specific TV ads ran. It also monitored real-time updates on bid adjustments, keywords, and other variables. The ads ran live for ten to fifteen minutes after a TV ad aired, resulting in a 75% increase in CTR, 89% decrease in CPE, compared with non-synced campaigns.
Credits:Daniele Renda, Group Account Director, iProspect - David Hutchinson, Group Search Director Paid Media Services, iProspect – Maggie Siegler, Associate Director, Paid Search, iProspect - Oliver Becker, Lead, Paid Search, iProspect - Corey Carrillo, Senior Global SEM and Performance Media Manager, Intel; A Runaway Success: How NetElixir Helped Ames Walker Grow Revenues 25% by NetElixir for Ames Walker
Ames Walker, a 20-year old compression hosiery company, called on NetElixir to build a multi-channel digital campaign that drove a 24.54% increase in YoY revenue and a return on advertising spend of more than 346%. By analyzing the brand's customer shopping behaviors and existing AdWords strategy, NetElixir created a three-tiered ad campaign. Part of the strategy focused on moving budgets away from generic campaigns and toward long tail bottom of the funnel searches. Another relied on retargeting ads on Facebook and the Google Display Network.
Credits: Tauseef Syed

Search Marketing: SEO Campaign: VOICE-DRIVEN: UNCOVERING THE SECRETS OF GOOGLE's “ANSWER BOX” OPTIMIZATION. BY ACRONYM FOR SCOTTS MIRACLE-GRO by ACRONYM for SCOTTS MIRACLE-GRO
Scotts Miracle-Gro worked with Acronym to develop a strategy to detect data signals that identified certain terms as being more likely to come from customers using voice search. The strategy pays close attention to Google featured snippet and Answer Box, two components enabling results through voice-activated queries. The number of pages visited from voice-driven queries rose 266% across 40 keyword themes. About 31,000 pages on Scotts.com hit targets. Clicks on the Answer Box rose 1,500%. The main KPI, "Buy Now," rose 1,050%.
Credits: Larissa Livingston, Digital Marketing Manager - Scotts Miracle-Gro Mike Grehan, CMO/Managing Director - Acronym Ryan Pitcheralle, VP - Acronym Simon Dreyfuss, SEO Manager - Acronym Selina Eizik, CEO - Acronym Anton E. Konikoff, Founder - Acronym; DIRECTV’s SEO Program Succeeds in A New TV Era with a 56% YoY Increase in Non-Brand Traffic by iCrossing for DIRECTV
DIRECTV provides digital television entertainment to more than 39 million customers in the U.S. and Latin America, but the brand faced many internal and industry challenges such as resellers infringing on search results, which impacted overall site performance. iCrossing helped DIRECTV increase traffic by improving its SEO strategy, which resulted in the No. 1 ranking for non-branded keywords such as "watch tv" and stream tv." The brand gained a 56% YoY improvement in non-branded traffic and captured close to 20,000 new customers.
Credits: Claudia de Coux; Associate Director, Owned Media; iCrossing Aimee Stair; Senior Analyst, Owned Media; iCrossing; Playtex® Sport® SEO Strategy Results in #1 Keyword Ranking by Beeby Clark+Meyler for Edgewell Personal Care: Playtex® Sport®
How-to became Playtex Sport's latest SEO strategy. With help from Beeby Clark+Meyler, the brand created a campaign around two phrases gaining queries across search engines: "how to insert a tampon" and "how to put in a tampon." It meant reworking website page structures, allowing consumers to easily find step-by-step instructions. It also helped Google favor content would appear in Feature Snippets. Page titles, meta descriptions and image alt tags were optimized. Both phrases ranked No. 1. Page traffic, overall site traffic, and new users increased.
Credits: Beeby Clark+Meyler Team: Ken Schaefer, SEO Manager Marianna Rodriguez, Group Account Director Joanie Webber, Account Manager Alyssa Bordelon, Account Executive Edgewell Personal Care Team: Tom Blute, Senior Brand Manager Femcare Alex Hoffert, Senior Manager, Digital Communications Marimer Maldonado-Hilker, Brand Manager Playtex® Sport® Laura Lindsley, Assistant Brand Manager Playtex® Sport®

Social: Facebook Campaign: #DefineYourDream by T3 for Capital One
At its best, Facebook is about people getting honest, and sharing a little (or a lot) of themselves with others. The same goes for the best ads on the network. Taking that truth to heart, Capital One and T3 challenged people to #DefineYourDream, and showcased the stories of real banking customers chasing their own dreams. From post-cancer recovery to overwhelming poverty, the candor of their stories cut through the clatter on Facebook, which T3 magnified by making effective use of the platform’s newest storytelling features.
Credits: Capital One Credits: Raegan Dearie, Director Social Media Joe Eiden, Creative Director Julia Fay, Paid Social Media T3 Agency Credits: John Livingston, Creative Director Sean Leonard, Senior Art Director Bonnie Rohan, Senior Copywriter Emma Spivey, Senior Copywriter Emily Mitchell, Associate Art Director Lindsey Mongrain, Account Director Jenny Kornuta, Account Supervisor Courtney Barry, Executive Producer Angela Yang, Director of Connections Lauren Davenport, Producer Chris McInroy, Video Director Reid Hildebrand, Video Editor Production Company: Revelator Matt Muir, Director Chris Ohlson, Producer Jefe Greenheart, DP; Minivations by Goodby Silverstein & Partners for Comcast/XFINITY
Necessity, of course, is the mother of invention. So, when Comcast/XFINITY needed to improve its public image, it enlisted Goodby Silverstein & Partners to invent some products, which, while ridiculous, connected with consumers’ passion for good content. So-called “Minivations” -- like a pair of synthetic hands designed to shield your eyes from scary scenes and a blanket made entirely out of popcorn -- were wacky enough to stand out in Facebook’s users News Feed, and generate a share rate 220% above XFINITY’s social benchmark.
Credits: Client: Comcast/XFINITY SVP, Brand Marketing and Communicaitons, Peter Intermaggio SVP, Brand Marketing: Todd Arata Executive Director, Social Marketing: Nader AliHassan Senior Manager, Social Marketing: Monica Blake Campaign: XFINITY Minivations Campaign Website: Facebook.com/Xfinity Ad Agency: Goodby Silverstein & Partners Client: Comcast - XFINITY Title of Creative Work: XFINITY Minivations Popcorn Blanket Live Date: January 19, 2017, February 16, 2017 and June 2, 2017 Creative Co-chairman: Jeff Goodby, Rich Silverstein Chief Creative Officer/Partner: Margaret Johnson Creative Directors: Jeff Gillette Associate Creative Directors: Rohan Cooke and Laura Petruccelli Copywriters: Danielle Gasbarro Art Directors: Michael Kang Production Director of Production: Margaret Brett-Kearns Executive Interactive Producer: Danielle Riccardi Senior Producer: Cassie Gomrick Director: Andrew Butte Director of Photography: Mark Sandhoff Director of Photography: Michael Miller Editor: Michael Miller and Andrew Butte Account Services Managing Partner: Leslie Barrett Group Account Director: Jason Bedecarre Account Director: Georgia Newton Account Manager: Tom Yadron Asst. Account Manager: Carmen Guan and Chris Larsen Brand Strategy Group Brand Strategy Director: John Thorpe Group Content Strategy Director: Nick Reggars Sr. Communication Strategist: Maren Severtson Communication Strategist: Jacob Sperla Analytics Research & Analytics Director, Cassi Husain Research & Analytics Strategist: Tony Vinella Business Affairs Director of Business Affairs: Judy Ybarra Mix Executive Audio Producer: Luke Dillon Audio Engineer: Nicholas DeMatteo Graphics Animator: Natasha Candelaria Creative Director: Mike Landry Executive Post Producer: John Dutton Director of Post Production: Michael Damiani CREDITS: Client: Comcast/XFINITY SVP, Brand Marketing and Communicaitons, Peter Intermaggio SVP, Brand Marketing: Todd Arata Executive Director, Social Marketing: Nader AliHassan Senior Manager, Social Marketing: Monica Blake Campaign: XFINITY Minivations Campaign Website: Facebook.com/Xfinity Ad Agency: Goodby Silverstein & Partners Client: Comcast - XFINITY Title of Creative Work: XFINITY Minivations Unicouch Live Date: June 28, 2017 Creative Co-chairman: Jeff Goodby, Rich Silverstein Chief Creative Officer/Partner: Margaret Johnson Creative Directors: Jeff Gillette Associate Creative Directors: Daniel Grech, Eamonn Dixon and Craig Kind Copywriters: Eddie Klein Art Directors: Devon Perez Production Director of Production: Margaret Brett-Kearns Executive Interactive Producer: Danielle Riccardi Producer: Alison Plansky Line Producer: Amanda Steigerwald Director: Andrew Butte Director of Photography: Mark Sandhoff Director of Photography: Michael Miller Location Sound: Andres Gracia-Cruz Production Designer: Elizabeth Wordarcyk Editor: Michael Miller Account Services Managing Partner: Leslie Barrett Group Account Director: Jason Bedecarre Account Director: Georgia Newton Account Manager: Tom Yadron Asst. Account Manager: Chris Larsen Brand Strategy Group Brand Strategy Director: John Thorpe Sr. Communication Strategist: Maren Severtson Communication Strategist: Jacob Sperla Analytics Research & Analytics Director: Cassi Husain Research & Analytics Strategist: Tony Vinella Business Affairs Director of Business Affairs: Judy Ybarra Business Affairs Associate Manager: Rodney Hameroff Mix Executive Audio Producer: Luke Dillon Audio Engineer: Nicholas DeMatteo Graphics Animator: Natasha Candelaria Creative Director: Mike Landry Executive Post Producer: John Dutton Director of Post Production: Michael Damiani; Impractical Jokers: Comic Con 2017 by truTV for truTV
Throwing a great party isn’t rocket science, but, for the right brand, it’s an awesome way to connect with consumers, and generate tons of Facebook activity. Proving that point, truTV and the “Impractical Jokers” crew treated more than 16,000 fans to an all-day “block party” in the San Diego Convention Center. All the fun and joking around truly captured the spirit of the show, and set the stage for some real bonding. Then, these good vibes spread organically to fans’ friends throughout the Facebook community.
Affiliated Agency: Brand Connections
Credits: truTV: Puja Vohra (EVP, Marketing & Digital) Raymond Dooley (VP, Marketing) Amy Schuster (Director, Marketing) Kelle Rozell (Senior Manager, Marketing) Ashley Insalaco (Assistant Manager, Marketing) Hermes Arriola (Senior Designer) Courtney Brown (VP, Integrated Marketing) Amanda Wong (Director, Integrated Marketing) Danny Green Manu (Director, Digital Content) Andrew Harmon (Manager, Integrated Marketing) Melanie English (Director of Content) Adam Stone (Social) Brandon Stern (VP, Creative Services) Russell Streit (Sr. Producer) Felipe Henriquez (Associate Producer) Steven Morey (Production Assistant)

Social: Twitter Campaign: The Debate Headache by PHD for GlaxoSmithKline / Excedrin
"The Debate Headache" was a day-long Twitter campaign for Excedrin running on Oct. 19 -- the day of the third and final Presidential debate of 2016. The campaign involved a series of tweets promoting Excedrin as a cure for headaches. There were more than 100,000 engagements in the company's tweets, and more than 80,000 mentions of #DebateHeadache while the debate was in progress. The company saw a one percentage point lift in market share in the week after the #DebateHeadache campaign.
Affiliated Agency: GlaxoSmithKline: Client PHD: Media agency Weber Shandwick: Public relations agency
Credits: Job title: Managing Director Full name: Bhaya Nabis Company: PHD Job title: Strategy Director Full name: Vito Ellison Company: PHD Job title: Associate Strategy Director Full name: Katelyn Pavloff Company: PHD Job title: Strategy Supervisor Full name: Leslie Kaalund Company: PHD Job title: Strategist Full name: Samuel Goodwin Company: PHD Job title: Group Director Full name: Amman Badlani Company: Resolution Media Job title: Social Media Associate Director Full name: Sara Tehrani Company: Resolution Media Job title: Social Media Associate Supervisor Full name: Nickolas Neuharth Company: Resolution Media Job title: Social Media Associate Strategist Full name: Julia Fuino Company: Resolution Media; TV Doctors of America by Cigna for Cigna
The "TV Doctors of America" campaign tapped actors who had played doctors on TV -- includingAlan Alda, Patrick Dempsey, Noah Wyle, Lisa Edelstein and Donald Faison -- to urge people to go for an annual check-up. The campaign, which ran during the health insurance open enrollment period, involved ads on Twitter, including a promotional tweet by Patrick Dempsey and an exclusive video.
Affiliated Agency: McCann Worldgroup (MRM//McCann, McCann NY) - Creative Agency, OMD/Resolution Media - Media Planning Agency
Credits: Sung Chang EVP Chief Creative Officer at MRM//McCann Carl Ceo VP Creative Director at MRM//McCann Rebecca Gardner Associate Creative Director at MRM//McCann Astrid Andujar Art Director at MRM//McCann Cheryl Thrower Art Director at MRM//McCann Tatiana Girman Art Director at MRM//McCann Jan Lemke SVP Group Account Director at MRM//McCann Cliff Strashun Account Director at MRM//McCann Jay Cohen Account Supervisor at MRM//McCann Lisa Goldberg Associate Director, Social Strategy at MRM//McCann Veronica Bertran EVP at McCann NY Stephen Cassell Global Branding Officer at Cigna Jennifer Hayward Director, Global Brand Strategy & Marketing at Cigna Lori Feldman Global Head of Social Media at Cigna Cooper Magoon Social Media Supervisor at Resolution Media Fabio Goncalves Associate Director at Resolution Media Jenna Dobin Social Media Coordinator at Resolution Media Natalie Penta Group Director at Resolution Media Kristin Jones Managing Director at OMD Kevin Howard Group Account Director at OMD; OREO Chocolate: Arriving in Style by Carat for Mondelez International
To launch Oreo Chocolate, the company partnered with Twitter and Amazon/IMDb to develop and amplify a live Oscars companion show, which gave the audience exclusive access to custom segments and celebrity interviews. The campaign garnered 13 million live video views, 43 million minutes of video watched, 39.5 million impressions delivered and 11 million unique people reached on Twitter.
Affiliated Agency: The Story Lab (Branded Content Agency), iProspect (Paid Social), 360i (Creative)
Credits: Carat · SVP, Group Client Director: Sean O'Sullivan · SVP, NA Client Lead, Carat Communications Planning: Chandelle Flavell · VP, Director, Strategy and Innovation: Sarah Stringer · Director, Communications Planning: Ryan Persaud · Associate Director, Communications Planning: Sarah Stanley · Associate, Communications Planning: Jonathan Eakin · Director, Digital: Vincent Kim · Associate Director Digital: Stephanie Spelbrink · Supervisor Digital: Donald McLean iPropect: · Sr. Associate, Paid Social: Aura Skerys · Sr. Associate, Paid Social: Stefanie Bos Story Lab: · Director of Content: Alysha Yuille 360i: · Associate Account Director: Lauren Fuller · Senior Account Manager: Kaine Cahill Clients: · N.A. Chocolate Lead: Sam Greenwood · Brand Manager: Sally Barton · Marketing & Activation: Kristen Braun · Marketing & Activation: Kristen Tremblay

Social: Use of Single Platform: PUMALabs Launch by 1000heads for PUMA
To generate excitement and awareness for PUMALabs' new store launch in sneaker-loving and neighborhood-strong Detroit, PUMA partnered with local artists to bring street-level culture, shoe design and art together. In a Snapchat-only campaign, geofilters matching PUMA's limited-edition sneaker designs were placed in Detroit hotspots and turned into launch admittance tickets. Informed by SnapAds and content, 17,000 Detroit sneakerheads spent 486 hours engaging with the content and geofilters, successfully spreading the word at street-level and setting the Lab up for launch success.
Affiliated Agency: AdNauseum
Credits: Mike Davison - 1000heads Group Development Director Adam Woodley - 1000heads Managing Director Deanna Sandman - 1000heads Insights Director Mark Forster - 1000heads Insights Manager Aparna Kumar - 1000heads Senior Paid Media Manager Mara Panzar - 1000heads Creative Director Adam Goldman - 1000heads Motion Graphics Designer & Studio Operator Cass Megraw - 1000heads Senior Copywriter Christian Acker - AdNauseum Creative Director Stephen Marino - AdNauseum Videographer Brian Kelley - AdNauseum Photographer; Coty x Miu Miu “7 Holiday Sins” by Collectively, Inc. for Coty
How do you create a social presence for a fragrance? Coty turned to Collectively to generate excitement on Instagram around the Miu Miu fragrance "7 Holiday Sins" campaign, inspired by the brand's holiday animations and bottle design. Influencers with a strong fashion and photography aesthetic created compelling visuals, interpreting various holiday "sins" and extending reach and awareness for Coty and the fragrance to drive more holiday purchases. The campaign garnered 31,910 total interactions, establishing Miu Miu in the social sphere.
Credits: Simone Bolotin – Senior Director, Influencer Marketing/PR (U.S), Coty Inc. Lindsay Power Schwartz – Senior Manager, U.S. Influencer Marketing & Public Relations, Coty Inc. Lillian Wray – U.S. Influencer Marketing & Public Relations, Coty Inc. Caroline Casey Neagle - VP, Brand Partnerships, Collectively Yasmeen Ben-Halim - Sr. Collaborations Producer, Collectively; 13 Whispers That Got Teens Talking by MullenLowe Mediahub for Netflix -- 13 Reasons Why
Getting teens to talk is often a challenge, but it's critically important. As they face the pressures of school, adolescence, and social media, the suicide rate for teens has never been higher. To drive awareness for its series "13 Reasons Why," Netflix turned to social networking app Whispers, which allows open and honest communications to be posted and shared anonymously. Responses to campaign questions were 180% above benchmark levels, but the campaign's greatest achievement was in reaching -- and helping -- teens.
Credits: Netflix: Megan Imbres, Director of Product Creative Rose Russo, Marketing Manager MullenLowe Mediahub: John Moore, Global President Sean Corcoran, Executive Director of the Americas Laurel Boyd, Director of Media Content & Innovation Christine Bradt, Group Media Director Alli Blender, Associate Media Director Simeon Edmunds, Associate Director, Media Content & Innovation Betsy Rosenbloom, Senior Media & Content Creative Alexis Westin, Media Planner Kelly Ross, Assistant Media Planner

Social Campaign Across Platforms: Non-Paid: Degrees of Perfect: The Next Level by GSD&M and Lennox for Lennox
Art and engineering came together in a unique exhibition that first appeared in Los Angeles, showcasing Lennox's products and demonstrating the power of air. GSD&M and Lennox partnered with Mashable to create a custom activation space at South by Southwest that allowed visitors to "paint with air." The campaign, which featured a Facebook canvas unit and Instagram stories, earned more than 30 million impressions and over 450,000 engagements across platforms -- generating the highest social engagement rates in the company's history for any promoted content.
Credits: Marianne Rush, Associate Media Director, GSD&M; Amanda Webb, Assistant Media Planner, GSD&M; Mark Durein, Account Director, GSD&M; Cat Snyder, Account Supervisor, GSD&M; Katherine LaViscount, Assistant Account Manager, GSD&M; Kyle Mitchell, Associate Creative Director/Art Director, GSD&M; Jon Miller, Creative/Writer, GSD&M; Charlie Joslin, Social Media Manager, GSD&M; Janice Suter, Director of Social Media, GSD&M; Kelly Grant, VP/SR Print Producer, GSD&M; Kate Blair, Digital Producer, GSD&M; Linda Nhan, Business Affairs Manager, GSD&M; Fluke, Artist and Producer, A'Shop Crew; Got No Strings by PMG for Beats by Dre
Beats' message -- go wireless -- reverberated in a joyous celebration of freedom in a film featuring celebrities from pop culture, film, sports and music who "Got No Strings" -- with a score from Disney's "Pinocchio." Launched through these influencers' social channels and amplified through display, retail activations and OOH, Beats' most successful campaign ever was a sensation across Hulu, Twitter and Facebook, earning 1.3 billion global impressions within 3 months. And Beats achieved its best fiscal quarter, with 15.2 million site views.
Affiliated Agency: Anomaly (creative), Laundry Service (organic social)
Credits: Nick Drabicky, Head of Strategy, PMG Natalee Cecil, Director of Brand Partnerships, PMG Amanda Lisak, Global Account Director, PMG Ed Price, Head of EMA, PMG Earl Hwang, Paid Social Director, PMG Devon Rosenberry, Paid Social Lead, PMG; LISTEN by Viacom Velocity for Viacom
Viacom sent a vital message to those battling addiction: We are here to listen -- without judgements. Beginning with a live TV special, a cross-channel campaign was developed, drawing on research and the work of field experts and focus groups, while an online site provided clinical resources, featured stories of addiction, and formed the basis for PSAs, social content and activations. With 38.1 million overall impressions and 56.3 thousand engagements, the campaign achieved its most important goal -- reaching those who need someone to listen.
Credits: Sales/Marketing/CSR: Alexandra Jannello Tuck – VP, Corporate Social Responsibility Facing Addiction: Jim Hood – Co-Founder & CEO, Facing Addiction Greg Williams – Co-Founder & Executive Vice President, Facing Addiction Key Production (Viacom Velocity): Niels Schuurmans – CCO, EVP Chris Carlson – SVP, Creative Director Luke Simmons, VP Creative Director Ken Saji – VP, Creative Director Zac Coe – Jr. Copywriter Rumika Isemann – VP, Creative & Marketing Solutions Ellie Miltner – Director, Creative/Production Operations Michael Foronda – VP, Creative Director Brett Bastas – Director, Head of Design Brian Kondas – Art Director Rob Cerrato – Designer

UX/UI: Next Gen by SapientRazorfish for T-Mobile
It once took an average of 84 clicks to check out on T-Mobile's ecommerce website, so the telecom provider, with help from SapientRazorFish, redesigned the user experience to give sit visitors more of a human touch. By starting with the cart it gave experienced shoppers an express lane and turned T-Mobile's customer service into a real-time concierge tool. Reducing confusion for customers led to a 60% reduction in clicks to purchase, 485% increase in web orders.
Affiliated Agency: SapientRazorfish
Credits: • Paul Cooper, Creative Director, SapientRazorfish • Reggie Wirjadi, Experience Director, SapientRazorfish • Lance Lockett, Experience Director, SapientRazorfish • Brynn Dirksen, Associate Experience Director, SapientRazorfish • Pong Ko, Associate Creative Director, SapientRazorfish • Norio Ichikawa, Associate Creative Director, SapientRazorfish • Jim Schneider, Associate Creative Director, SapientRazorfish • Christina Taggart, Sr. IA, SapientRazorfish • Brian Vergara, Experience Associate, SapientRazorfish • Kirsten Schaefer, Sr. Designer, SapientRazorfish • Jasmine Kim, Sr. Designer, SapientRazorfish • Jessica Hartono, Sr. Designer, SapientRazorfish • Brian Peters, Sr. Designer, SapientRazorfish • John Alley, Sr. Copywriter, SapientRazorfish • Caitlin Ewald, Program Manager, SapientRazorfish • Lauren Grassick, Project Manager, SapientRazorfish • Kim Humble, Functional Analyst, SapientRazorfish • Sydney Steele, Sr. Account Director, SapientRazorfish • Becky Parker, Strategy Director, SapientRazorfish • Michael Spicer, Technology Director, SapientRazorfish • May Yu, Director Ecommerce, T-Mobile • Nazma Dreyer, Senior Manager Digital Frontline, T-Mobile • Jupiter Barton, Director UX, T-Mobile • Peter Francis, Vice President Growth & Acquisition, T-Mobile • Nathan D'Ambrosia, Senior Manager Product Management, T-Mobile, Experience Designer Shelby Li; Mars.com Global Website by Rockfish for Mars, Inc.
Mars partnered with the agency Rockfish to redesign its main website, which isn't an easy task for a parent company with dozens of brands that in aggregate generate more than $35 billion in annual sales. The strategy focused on its employees, job seekers, press, and consumers. A survey identified the pain points to improve features, functions, and sitemaps. Improvements made to the Mars.com resulted in an almost 60% increase in mobile page views, and more than 30% increase in positive search sentiment.
Affiliated Agency: None
Credits: Jason Ferrara, Lauren Pels, Kevin Munson, Jamie Escudero, Bill Mason, Kailin Witte, Matt Lewis, Julianne Luebbe, Justin Fox, Jacquelyn Baker, Jackie Kingery, David Hummel, Pam Boehm, Charles Renfro, Luke Jayjohn, Jeremy Daley, Eric Boggs, Eric Zihlman, Fallon Walker, Rosie McGuire, Kevin Williams, Prit Bhakta, Elmer Boutin

User-Generated: And the Nestie Goes To… Nest and Resolution Media Partner to Award the Best Video Captured by Nest Cam! by Resolution Media for Nest
Clever use and timing makes this one of the more engaging uses of UGC. Taking a page from the old "Funniest Home Videos" show, Resolution Media and Nest boosted engagement to record levels for the annual video competition during the night of the Oscar Awards. They did so by amplifying each of the winning clips across Twitter and Facebook and targeting Nest fans and Oscar fans with an interest in smart home owners tweeting about the Oscars. Then they retargeted homeowners within six months.
Affiliated Agency: Resolution Media (Global Media Strategy, Plan and Execution); PHD (Global Communications Planning and Media Buying Network)
Credits: Josh Chang, Social Strategist, Resolution Media Yosi Wechling, Director, Resolution Media Doug Sweeny, VP Marketing, Nest Gene Willis, Head of Advertising & Engagement, Nest Spencer Davis, Social & Content Lead, Nest Jennifer Wantuch, Brand Media & Advertising Lead, Nest Laura Tsunoda, Copywriter, Nest Sergio Rodriguez, Editor, Nest; Fanta Co-Creation Relaunch by UM Sydney for The Coca-Cola Company / Fanta
UM Sydney has cleverly let the inmates run the asylum, if you will, and it's refreshing to watch a balding man in a suit look on helplessly as Ozzie teens take over Coke's Fanta brand, unleashing their creativity and energy to bring back life into a declining product. These kids created Fanta-inspired nail designs, created OOH campaigns and brought influencers into the picture. Over 12 weeks, Fanta enjoyed a 4-point hike in teen consumption and a 3-point jump in Fanta as a "fun brand."
Affiliated Agency: Creative Agency: Ogilvy; Experiential Agency: Maverick; Social Agency: Society
Credits: David Toussaint, Strategy Director, UM Sydney; Erin Tidswell, Connections Design Director, UM Sydney; Laura Fell, Senior Connections Designer, UM Sydney; Timalee Cashman, Partnerships Manager, UM Sydney; Meet An Owner by Carmichael Lynch for Subaru
Leveraging the knowledge that 78% of new Subaru owners knew someone with a Subaru, Carmichael Lynch set out to bank on it by creating "MeetAnOwner." A perfect example is @DevinSuperTramp, a devoted owner. His stunt-focused films made him the perfect anchor for the campaign. So far, the brand has partnered with 13 owner influencers, 200 owners in all and created hundreds of original content. Views are past 15 million; impressions flew past 92 million. This work resonates with Subaru fans ready to advocate.
Credits: CLIENT: Subaru of America Vice President of Marketing: Alan Bethke Digital & Social Marketing Manager: Jack Kelly National Advertising Manager: Brian Cavallucci Advertising Production Specialist – Digital: Kirsten Anderson Digital and Social Marketing Specialist: Harish Pathak AGENCY: Carmichael Lynch President, Carmichael Lynch: Julie Batliner Chief Creative Officer: Marty Senn Director of Consumer Engagement, Senior Partner: Neil Goodspeed Senior Engagement Strategist: Jenn Kern Engagement Strategist: Taylor Lord Engagement Planner: Lauren Stoelk Engagement Planner: Lauren Hayes Executive Creative Director, Senior Partner: Randy Hughes Senior Writer: Justin Prichard Senior Art Director: Chris Carlberg Account Director: Adam Craw Account Supervisor: Alex Coontz Account Manager: Ana Veblen Project Manager: Danielle Kurtz Content Creator, Influencer: Devin Graham

Video: Facebook: SNICKERS Halloween Hungry Recipe Videos by Fanscape for SNICKERS
Snickers wanted to become a top-of-mind candy brand before, during, and after Halloween, so it recruited Fanscape to create a phased content-publishing approach. Fanscape found that consumers often can’t think of good uses for their kids’ candy in early November, which it combined the social phenomenon that are POV food recipe videos. The result were some very engaging spots featuring spooky characters preparing tasty treats with leftover Snickers. Altogether, the campaign garnered over 15 million impressions, 912,000 engagements and more than 6 million video views.
Affiliated Agency: Starcom- paid media
Credits: Andres Valencia, Account Director, Fanscape Craig Meyer, Associate Creative Director, Fanscape Sarah Bernstein, Assistant Account Executive, Fanscape Mike Anapolsky, Copywriter, Fanscape Eli Ching, Art Director, Fanscape Rita Mogilanski, Sr. Strategist, Fanscape Hannah Redmond, Group Director, Strategy, Fanscape John Michael Cox, Associate Director of Creative Content, Fanscape Chris Ee, Associate Director of Insights and Analytics, Fanscape Torri Eubanks, SVP Account Director, Fanscape; The Line Up Song by UM MENA for The Coca-Cola Company
It’s not easy turning a tragedy into a cheery song. Yet, Coca-Cola and Un Mena did just that for Egyptian soccer fans -- many of whom had lost their love for the sport following a deadly riot in 2012. To reignite people’s passion for the game, the pair crafted a catchy tune -- listing the national team’s latest line-up to the tune of “Old MacDonald” -- which fans sung themselves. Showing their approval, the ditty was ultimately shared more than 6 million times on Facebook.
Affiliated Agency: Advertising company: FP7/CAI; PR Agency: Influence; Production Company: Big Foot Films
Credits: Salma Shedid, Associate Director, UM MENA; Nariman Ebrashy, Media Manager, UM MENA; Hadil el Zanaty, Digital Supervisor, UM MENA; Nadine Zeitoun, Digital Executive, UM MENA; Adham Gawish, Senior Executive, UM MENA; Ahmed Hafez Youness, Executive Creative Director, FP7/CAI; Maged Nassar, Creative Director, FP7/CAI; Mohamed El Ghamrawy, Song Writer, FP7/CAI; Mostafa Abdelmawla, Senior Graphic Designer, FP7/CAI; Ahmed Fayez, Business Unit Head, FP7/CAI; Sara Sherif, Senior Account Director, FP7/CAI; Ahmed El Shimy, Account Supervisor, FP7/CAI; Aslan Tarek, Account Executive, FP7/CAI; Hend Ali, Account Executive, FP7/CAI; Heba Radwan, Head of Film Production Department, FP7/CAI; Inas Nagy, Producer, FP7/CAI; Moayad El Shenawy, Producer, FP7/CAI; Maged Nassar, Director; Assem Ali, Art Director; Ahmed El Morsy, DOP; Begad Omran, Executive Producer, Big Foot; Nada Faied, Line Producer, Big Foot; Ahmed Azmi, Producer, Big Foot; Karim Mira, Colorist, Lizard; Amr Rabee, Editor, Lizard; Wael Alaa, Music Composer, Byrdkill; Nada Adel, Stylist; Naila Fattouh, Head of Strategic Planning, FP7/CAI; Tahaab Rais, Regional Head of Strategic Planning, FP7/MENA; The One Moment by Neo@Ogilvy for Morton Salt
Is it possible to make table salt exciting, visually illustrate the flavor kick it gives food, and engage 40 million consumers in a single moment? As Neo@Ogilvy demonstrated on behalf of Morton Salt, the answer to each of these questions is, “Indeed!” Almost cheating, the agency enlisted the rock-video wizards at OK Go to fill 4.2 seconds with enough optical stimulation to last a lifetime, and -- after stretching out the colorful display to four minutes -- overlaying it with an equally vibrant music track.
Affiliated Agency: Code & Theory - Website
Credits: NEO@OGILVY - MEDIA: Pranav Pandit, Managing Director Ron Kurian, Group Planning Director Michael Myers, Media Supervisor Alexis Kuennen, Media Planner Jessica Palmer, Media Planner Les Hostetler, Search Director Devin Heisner, Search Supervisor Emily Joseph, Search Planner OGILVY: Joe Sciarrotta, Chief Creative Officer David Hernandez, Executive Creative Director Liz Taylor, Global Executive Creative Director Amy Gozalka, Creative Director Kara Coyle, Associate Creative Director Gayle McCormick, Executive Producer Annie Larimer, Senior Producer Philip Puleo, Project Manager Annie Gray, Management Supervisor Paige Robinson, Management Supervisor Katie Quinn, Assistant Account Executive Janna Reddig, Planning Director Max Arevuo, Planner OK Go: Damian Kulash Timothy Nordwind Andy Ross Dan Konopka Directed by Damian Kulash Produced by Park Pictures Executive Producers: Justin Pollock & Jackie Kelman Bisbee Producer: Pat Frazier Editorial: Editor: Cass Vanini

Video: Single Execution, Other: One Moment by True North Inc. for Make-A-Wish America
Fund-raising campaigns for children in need often evoke feelings of sadness and despair to encourage donations. Turning to the power of hope and its potential for healing, True North and Make-A-Wish America focused on the difference wishes can make in the lives of seriously ill children, and the positive impact of donations and helping organizations. Launched as a TV spot, the campaign spread its message across channels including online display, video, social media and email, achieving year-over-year increases in donation and revenue.
Credits: True North Inc. Team Executive Creative Director: Daniel Brown Creative Director: Victoria Wetterer Art Director/Editor: Maryah Arangio Copywriters: Mia Wiskow, Sean Sullivan Producer: Nesara Kishor Account: Matthew Brown, Account Director; Jessie Gwilt, Assistant Account Executive Media: Rehan Iqbal, Media Director; Ashley Rathje, Senior Media Planner; Tom Reinecke, Associate Media Director; Linsey Sutherland, Assistant Media Planner; Julia Pascoe, Assistant Media Planner; “Step Up: High Water” Teaser Trailer by YouTube Red for YouTube Red
To convey the new urban reality of the latest version of the "Step Up" series and the driving forces behind its new generation of dancers, YouTube Red created a teaser trailer featuring vibrant choreography and stark black-and-white visuals that reflected its core aesthetic -- hip-hop music and culture. With a new track from acclaimed recording star 2 Chainz, the "Step Up: High Water" trailer earned 1.8 million views on YouTube and 90% approval within a period of three weeks.
Affiliated Agency: Trailer Park
Credits: Brand Marketing: Jodi Ropert, YouTube Brand Marketing: Lindsay Dahms, YouTube Brand Marketing: Evan Cuttic, YouTube President/Creative Director: Bernadette Del Carpio, Trailer Park Inc. Producer: Ethan Cushing, Trailer Park Inc. Director: Malia James Editor: Miguel Sotelo, Trailer Park Inc.; BMW's Road to Coachella by Mirrored Media for BMW
Precision and risk, artistry and adventure marked the Road to Coachella for BMW and acclaimed composer/ producer Hans Zimmer. From this unique partnership, an original branded content piece was created that synthesized music, art, design, and technology. Showcasing the brand's i series designs through compelling visuals interspersed with rehearsal and sound stage footage featuring Zimmer's original score and the work of Coachella artists, it earned over 33 million impressions. An influencer campaign generated 20.5 million impressions, and festival fans documented their own journey to Coachella.
Affiliated Agency: Ride or Cry - Directors
Credits: Justin Lefkovitch - CEO, Mirrored Media Manuel Donayre - Creative Director, Mirrored Media Nils Montan - Sr Production Manager, Mirrored Media Matt Skala - Coordinator, Mirrored Media Morgan Freed - Director, Ride or Cry Justin Hantz - Director, Ride or Cry Elyse Freelinger - BTS Photography, Lingerfree Greg LeFevre - Director of Photography, Mirrored Media John Chapman - Audio Post Production, 14th Street Grill Steve Kofsky - Manager, 14th Street Grill Jason Huang - BMW North America

Video: Campaign: Best Day of My Life by MediaCom for Shell
A dynamic video displaying its amazing array of energy-saving initiatives in action helped Shell move beyond its "big oil" image to reposition the brand as a leader and innovator among its key 18-34 demographic. Acclaimed artists from some of Shell's key markets put their talents and energy into the "Best Day of My Life" song to create a video that had tremendous impact. It led the 2016 viral video charts, earned 4.1 million shares and made Shell the ninth most-shared brand video globally in 2016.
Affiliated Agency: JWT/ Colloquial, Creative Agency, Eko, Media Agency, Edleman, PR Agency, Starstruck, Production Company, Cord, Media Agency
Credits: Nigel Robinson, Managing Partner, MediaCom Nick Tong, Global Digital Director, MediaCom Gavin McGrow, Global Strategy Director, MediaCom Georgina Koenig, Account Manager, MediaCom Dan Hills, Associate Director, MediaCom Nadia Kieva, Account Manager, MediaCom Lorna Wilson, Strategy Manager, MediaCom Kerrin Roberts, Business Director, JWT Olivia Johnson, Planning Director, JWT Sabine Knauf, Senior Account Manager, JWT Rachel Cann, Account Manager, JWT Matan Ariel, Business Development Director, Eko Alex Whittaker, Strategy Director, Possible Olivia Clifford Beeston, Associate Director, Edelman David Drummond, Editor, Colloquial Adrian Dickson, Production Manager, Starstruck Hannah Ward, Senior Producer, Cord Dean Aragon CEO Shell Brands International & Global VP Brand, Shell Malena Cutuli Group Head integrated Brand Comms, Shell Christopher Hayek, Head of Global Media, Shell Diana Altmann, Global Media Manage, Shell Alina Khachaturian, Senior Global Digital Advisor, Shell Patricia Singer, Global Head, Brand and Media, Partnerships, Platforms and Activations, Shell; Kin Community & Nordstrom Rack 2016 Partnership by Kin Community for Nordstrom Rack
Meet the Rack Pack -- leading YouTube fashion and beauty creators and influencers at the center of a campaign for Nordstrom Rack. The partnership with Kin Community drew on the talents of these brand ambassadors to launch 48 custom videos and optimize and drive subscriptions to the brand channel, with content featured on YouTube, Facebook, Instagram, Twitter and Snapchat. The results were dazzling, and included a 2 million percent increase in watch time on Nordstrom Rack's YouTube channel and growth of the channel by 1500%.
Affiliated Agency: n/a
Credits: Sam Kneeland, Media Manager at Nordstrom Rack Nicole Hamm, Campaign Manager at Nordstrom Rack Nicole Luna, Social Specialist at Nordstrom Rack Kristie Coppin, Marketing Planner at Nordstrom Rack Jais Tollette, Senior Manager, Client Services at Kin Community Steve Bonner, Chief Brand Officer at Kin Community Priya Balachandran, Director of Content at Kin Community; TV Doctors of America by Cigna for Cigna
We loved them on TV, and now they are truly saving lives. Alan Alda and other favorite TV doctors appeared in a variety of scenarios -- both humorous and serious -- to convey a crucial message about the importance of an annual checkup in a campaign from Cigna and MRM//McCann. The campaign made an impact across TV, video and social platforms, and Cigna saw an increase per member per year in adult check-ups of 5.37% compared to the previous year.
Affiliated Agency: McCann Worldgroup (MRM//McCann, McCann NY) - Creative Agency, OMD/Resolution Media - Media Planning Agency
Credits: Sung Chang EVP Chief Creative Officer at MRM//McCann Carl Ceo VP Creative Director at MRM//McCann Rebecca Gardner Associate Creative Director at MRM//McCann Astrid Andujar Art Director at MRM//McCann Cheryl Thrower Art Director at MRM//McCann Tatiana Girman Art Director at MRM//McCann Jan Lemke SVP Group Account Director at MRM//McCann Cliff Strashun Account Director at MRM//McCann Jay Cohen Account Supervisor at MRM//McCann Lisa Goldberg Associate Director, Social Strategy at MRM//McCann Veronica Bertran EVP at McCann NY Stephen Cassell Global Branding Officer at Cigna Jennifer Hayward Director, Global Brand Strategy & Marketing at Cigna Lori Feldman Global Head of Social Media at Cigna Cooper Magoon Social Media Supervisor at Resolution Media Fabio Goncalves Associate Director at Resolution Media Jenna Dobin Social Media Coordinator at Resolution Media Natalie Penta Group Director at Resolution Media Kristin Jones Managing Director at OMD Kevin Howard Group Account Director at OMD

Viral Campaign: The Debate Headache by PHD for GlaxoSmithKline / Excedrin
Politics can give anyone a headache. Presidential politics? Phew... you need something to ease those pains. Excedrin saw a chance amid the Presidential debates. For the third debate, with ripping unbiased tweets, Excedrin was promoted as the headache solution, which got 400 earned media mentions, including CBS’s “The Late Show with Stephen Colbert”, CNN, The Wall Street Journal, NBC News and Fox News. Also there was 100,000 engagements with @Excedrin tweets and over 80,000 mentions of #DebateHeadache -- overall 316 billion impressions.
Affiliated Agency: GlaxoSmithKline: Client PHD: Media agency Weber Shandwick: Public relations agency
Credits: Job title: Managing Director Full name: Bhaya Nabis Company: PHD Job title: Strategy Director Full name: Vito Ellison Company: PHD Job title: Associate Strategy Director Full name: Katelyn Pavloff Company: PHD Job title: Strategy Supervisor Full name: Leslie Kaalund Company: PHD Job title: Strategist Full name: Samuel Goodwin Company: PHD Job title: Group Director Full name: Amman Badlani Company: Resolution Media Job title: Social Media Associate Director Full name: Sara Tehrani Company: Resolution Media Job title: Social Media Associate Supervisor Full name: Nickolas Neuharth Company: Resolution Media Job title: Social Media Associate Strategist Full name: Julia Fuino Company: Resolution Media; Aubrey Plaza Smokes Weed with Weed Nuns by Gunpowder & Sky for The Little Hours
Nuns smoking weed? Sounds like an immediate viral hit. In a video, starring Aubrey Plaza for the specialty film “The Little Hours” — a medieval convent comedy — had Plaza meeting the film’s characters two real-life “nuns”. Sort of. Plaza and the nuns ruminate over religion and politics — all while smoking a joint, of course. Distributing the video on digital/social platforms pulled in 10 million views in its first days and gained 12.3 million overall. Breathe deep — and pray for munchies.
Affiliated Agency: Cut
Credits: Margaret Laney - President, Antigravity - Gunpowder & Sky Ryan Nugent - VP Content Strategy, Gunpowder & Sky Blaine Ludy - Co-Founder & Story Producer, Cut Mike Gaston - CEO, Cut Chris Rudy - Chief Strategy Officer, Cut Paul Buckley - Senior Marketing Director, Gunpowder & Sky Caroline Belle - Digital Media Producer, Gunpowder & Sky Marina Taylor - Junior Creative Director, Cut; The One Moment by Neo@Ogilvy for Morton Salt
Sprinkling some salt? Might take one moment. Set to rock group's OK Go’s song ‘The One Moment’, Morton Salt got the benefit of an 4.2 second music video (over four minutes in real slow motion) of fast-moving water-filled colored balloons bursting, blasts of colored paint -- and exploding acoustic guitars. OK Go teased content daily -- all thanking Morton Salt, part of its effort to relaunch the 168-year-old brand. Salt was shaken: 42 million views and 1.1 million PR/Social impressions.
Affiliated Agency: Code & Theory - Website
Credits: NEO@OGILVY - MEDIA: Pranav Pandit, Managing Director Ron Kurian, Group Planning Director Michael Myers, Media Supervisor Alexis Kuennen, Media Planner Jessica Palmer, Media Planner Les Hostetler, Search Director Devin Heisner, Search Supervisor Emily Joseph, Search Planner OGILVY: Joe Sciarrotta, Chief Creative Officer David Hernandez, Executive Creative Director Liz Taylor, Global Executive Creative Director Amy Gozalka, Creative Director Kara Coyle, Associate Creative Director Gayle McCormick, Executive Producer Annie Larimer, Senior Producer Philip Puleo, Project Manager Annie Gray, Management Supervisor Paige Robinson, Management Supervisor Katie Quinn, Assistant Account Executive Janna Reddig, Planning Director Max Arevuo, Planner OK Go: Damian Kulash Timothy Nordwind Andy Ross Dan Konopka Directed by Damian Kulash Produced by Park Pictures Executive Producers: Justin Pollock & Jackie Kelman Bisbee Producer: Pat Frazier Editorial: Editor: Cass Vanini

Virtual Reality/Augmented Reality: Studio 360 by CTP for Frightened Rabbit, Chelsea Wolfe, Beach Slang, Twin Peaks, Basement, PINS, and the Subways
While many concert goers get to see their favorite bands perform live, this 360 campaign brought fans up close and personal with the performers. The viewing experience included clickable hot spots overlaid onto a website, so fans could click on a link within a video, temporarily pausing it to provide background information, such as a band member telling how the band first got together. The program ran across mobile, desktop and via VR headset.
Credits: Kevin Redmond: CTP, VP Director of Digital Will Claflin: CTP, Digital Storyteller Jonathan Schoeck: CTP, Senior Digital Art Director Alphan Gunaydin: Senior Technical Lead Aaron Perrino: God of Thunder (and Rock and Roll) Grant Pace: CTP, Executive Creative Director Mike Silva: CTP, Videographer Kelly VanWart: CTP, Producer; Las Vegas in 360 by R&R Partners for Las Vegas Convention & Visitors Authority
While what happens in Vegas supposedly stays there, the Las Vegas Convention & Visitors Authority wanted more word about Vegas to get out. With that goal in mind, a library of 360 video content was created for targeting appropriate consumers on Facebook. The idea was to visualize for potential visitors why they should visit Las Vegas. Based on the high comment rate and lower cost-per-share, the program doesn't seem to have been much of a gamble.
Credits: Fletcher Whitwell, SVP Media & Publishing and Managing Director Chris Evans, Corporate Media Director Lindsey Patterson, Media Director Trisha Stecker, Digital Associate Media Director Kris Cichoski, Associate Director Social Publishing Brandi Skrtich, Associate Media Director Chris Ortwein, Paid Social Media Specialist Yanick Dalhouse, Group Account Director Rob Dondero, Executive Vice President; The First Olympics in VR by NBCUniversal for Samsung
Centering a campaign around the Rio Olympics, Samsung teamed with NBC to create a virtual reality immersive experience targeting tech-savvy millennials. Consumers with Samsung Gear VR units got exclusive access to different events daily along with hours of 360-video content of the competitions. Receiving the most one-day brand mentions at the opening ceremonies, Samsung also got a major boost for its VR headset while promoting its entire Galaxy ecosystem.
Affiliated Agency: Starcom
Credits: Jay Altschuler, Vice President, Media & Partnerships at Samsung Allison Kallish, SVP at Starcom Dan Lovinger, EVP at NBCUniversal

Wearables/IoT Platform: Spyder U.S. Ski Team Jackets by Blue Bite for Spyder
The Spyder Jacket shows how connectivity in clothing can provide value to the wearer by using NFC technology within the jacket. Developed by Blue Bite, the smart wearable lets the wearer tap the Spyder logo to receive dynamic content, such as Spyder's social media feed, featured videos, ski event countdowns and real time stats from the U.S. Ski Team. The interactions also provide Spyder with useful information about consumer usage of its products. Oh, and the jackets also keep the wearers warm.
Credits: Mikhail Damiani, CEO & Cofounder, Blue Bite Brady Collings, VP of Marketing, Spyder Corey Wilson, VP Head of Global Business Development, Smartrac; Alexa-Enabled Hotel Room by InterContinental Hotels Group (IHG) for Crowne Plaza Hotels
Guests at Crowne Plaza hotels can bypass those phone calls to the front desk thanks to the addition of Amazon's Alexa added to the rooms. The smart voice devices are integrated into the hotel's knowledge base in addition to being connected to other devices, such as thermostats and lights. Forgot you toothbrush? No prob. "Alexa, please send a toothbrush to my room." Yes, it really is that simple. "Alexa, turn off the lights."
Credits: Chris Lamb, Manager, Applied Discovery, DM- Web Product Team Darin Wonn, Director, Applied Discovery, Mobile Sols & Guest Experience

Online Marketing

Activism/Public Service: Non-Profit: Nursery Rhyme by CTP for Save The Children
This unique campaign hijacks childhood itself by juxtaposing familiar nursery rhymes like “Row Your Boat,” “Ring Around The Rosie” and “Rock A Bye Baby” with the startling images of children living in war-torn countries. The viscerally powerful creative was not only powerful from conceptual and emotional standpoints, it garnered 270k+ views and a 97% video completion rate and drove the organization’s highest-ever donation amounts, generating 3x higher conversions (vs. YAG) and 268% increase in ROI (vs. 2016).
Credits: Grant Pace: CTP: Executive Creative Director Mark Bappe: CTP: Creative Director Will Claflin: CTP: Digital Storyteller Kevin Redmond: CTP: Director of Digital Jonathan Schoeck: CTP: Senior Digital Art Director Alphan Gunaydin: CTP: Lead Technologist Jen Powers: CTP: Art Director Jessica Whittaker: CTP: Copywriter Jay Courtney: CTP: Creative Director Alaina Muniz: CTP: Digital Management Supervisor Tyler Jordan: CTP: Director of Analytics Liz Pineau: CTP: PM Paula Serafino: CTP: Director of Media Alison McCarthy: CTP: Director of Account Management Nikki Peters: CTP: Account Supervisor Kalyn Paul: Save the Children: Director, Digital Marketing & Partnerships Jennifer Burch: Save the Children: Associate Director, Digital Media & Advertising; One Moment by True North Inc. for Make-A-Wish America
Unlike many non-profit ads which have an air of despair and heartache, fundraising campaigns for the Make-A-Wish Foundation must be representative of the hopefulness and optimism the organization brings to children who are fighting life-threatening illnesses. This campaign helps educate the public about how the granting of wishes is a spark that ignites a turning point for the kids. The campaign resulted in year-over-year increases in donations (by 27%) and revenue (by 24%).
Credits: The True North Inc. Team Executive Creative Director: Daniel Brown Creative Director: Victoria Wetterer Art Director/Editor: Maryah Arangio Copywriters: Mia Wiskow, Sean Sullivan Producer: Nesara Kishor Account: Matthew Brown, Account Director; Jessie Gwilt, Assistant Account Executive Media: Tom Reinecke, Associate Media Director; Linsey Sutherland, Assistant Media Planner; Julia Pascoe, Assistant Media Planner; Poverty Line Prices by Goodby Silverstein & Partners for Tipping Point Community
This campaign includes a clever video to show what it’s like for the those living below the poverty line in San Francisco, which means making 5x less than the average household. Basic needs like groceries are shown at a 5x higher rate to put economics in a new light. Within 48 hours of launch there was a 500% increase in web traffic to Tipping Point’s website and, after a few weeks, a 50% increase in brand awareness. The organization generated $1.5 million in donations.
Credits: Ad Agency: Goodby Silverstein & Partners Client: Tipping Point Community Title of Creative Work: Poverty Line Prices Creative Co-Chairman: Rich Silverstein Associate Creative Director: Tristan Graham Design Director: Chris Peel Production Director of Content Production: Tod Puckett Executive Broadcast Producer: Michael Damiani Senior Art & Print Producer: Noah Dasho Director of Interactive Production: Margarret Brett-Kearns Associate Technology Director: Andre Cardozo Interactive Producer: Tena Goy Photographer/Retoucher: Quinn Gravier Retoucher: Sam Nordemann Sign Artist: Jeff Canham Clerk: Jon Wolanske Account Services Group Account Director: Michael Crain Assistant Account Manager: Will McPherson Brand and Communication Strategy Head of Brand Strategy: Bonnie Wan Deputy Director of Brand Strategy: James Thorpe Director of Communications: Meredith Vellines Director of Communications Strategy: Christine Chen Sr. Communications Strategist: Alex Oztemel Jr. Communications Strategist: Chloe Bosmeny Group Research and Analytics Director: Margaret Coles Jr. Quantitative Strategist: Ian Heath Business Affairs Business Affairs Manager: Heidi Killeen Business Affairs Associated Manager: Annie Holmgren Production Company Company Name: EFilms Director: Timothy Plain Director of Photography: Jon Behrens Producer: Jefferson Curry Executive Producer: PJ Koll Content Creative: Andrew Butte Editorial Company Company Name: Elevel Editor: Erik Johnson Asst. Editor: Lori Arden Producer: Ali Plansky Music Atomic Music Track Title: Intricate Designs Mix Company Name: Elevel Mixer: Dave Baker

Apparel/Fashion: Women's Marketing x PAIGE #LIVEINIT by Women's Marketing for PAIGE Denim
The fall campaign for Los Angeles-based clothing company Paige featured model and actress Rosie Huntington-Whiteley at the West Hollywood music venue Troubadour, while the spring campaign was filmed at the Philip Dixon house in Venice Beach. Both campaigns drove more than 200,000 clicks to the Paige website, with click through rates of .28% in the fall and .49 percent in the spring.
Affiliated Agency: n/a
Credits: Creative provided by PAIGE. If photog, stylists etc. are desired please let us know.; 50 Styles, 50 States by OLD NAVY & COLLECTIVELY, INC.
The "50 Styles, 50 States" campaign for Old Navy initially involved collaborating with 50 influencers, representing all 50 states, who integrated the brand into stories. The campaign later broadened to include 100 additional influencers, who generated buzz on social media. The initiative resulted in 628 original posts by influencers -- including 79 blog posts, 109 tweets, 167 Pinterest Pins and 178 Instagram photos. During New York Fashion Week, the campaign saw more than 112,000 interactions, including more than 6,000 comments and more than 4,000 shares.
Credits: Erin Bailey, Sr. Manager of Digital Engagement, Old Navy Alyssa Giacamino, Sr. Media Manager, Old Navy Mandi Ginsburg, VP, Collaborations - Collectively Meagan Beashoff, Director Brand Partnerships - Collectively Joel Kato, Manager, Brand Partnerships - Collectively; Celebrating the Season of Substance by MullenLowe Mediahub for Shinola
Shinola launched a paid social media campaign to market three new product lines -- jewelry, leather and watches -- to women. The company also Audrey Gelman’s community an exclusive product release at the launch The Wing, a working space for women that Gelman founded. The campaign also involved co-creating a narrative with the ForbesWoman channel. The campaign helped propel black Friday sales to their highest levels to date.
Credits: Allison Tierney, Group Media Director Elizabeth Fermon, Associate Digital Media Director Victoria Miles, Media Planner

Automotive: Campaign: Jeep: Unclimbed by UM Canada for Fiat Chrysler Automobiles / Jeep
Jeep sought to reinforce its leadership position in the crowded SUV market by strengthening engagement, delivering unique qualified auto intenders and growing Jeep’s CRM community. A partnership with Discovery Channel included an eight-part adrenaline-filled adventure series in which Jeep was woven through the storyline. The campaign drove record levels of opt-in and participation rates including +220% YOY increase in impressions (346MM) and a 67% completion rate to view each 10-minute video which is 50% higher than industry norms.
Affiliated Agency: Creative Agency: Publicis Canada; Production Company: Bell Media
Credits: Derek Ouellette, Connections Planning Director, UM Canada; BMW's Road to Coachella by Mirrored Media for BMW
The campaign promoting BMW’s partnership with Coachella fused together digital and social elements by creating original branded content. It introduced Coachella fans to BMW while garnering millions of views and tens-of-millions of impressions organically, going viral across social media almost instantly. The campaign told the story of the partnership while blending multiple forms of art including music, film, photography, and automobiles. Festival-goers could win passes to Coachella by documenting their own preparation and journey to the Valley via social media using #RoadToCoachella.
Affiliated Agency: Ride or Cry - Directors
Credits: Justin Lefkovitch - CEO, Mirrored Media Manuel Donayre - Creative Director, Mirrored Media Nils Montan - Sr Production Manager, Mirrored Media Matt Skala - Coordinator, Mirrored Media Morgan Freed - Director, Ride or Cry Justin Hantz - Director, Ride or Cry Elyse Freelinger - BTS Photography, Lingerfree Greg LeFevre - Director of Photography, Mirrored Media John Chapman - Audio Post Production, 14th Street Grill Steve Kofsky - Manager, 14th Street Grill Jason Huang - BMW North America; American Beauty by MullenLowe Mediahub for Harley-Davidson
MullenLowe wanted to show Gens X and Y how their passion for rebellion unites us as a country and chose "Rolling Stone" as a partner. Not only did the magazine agree to put their correspondents on Harleys and ride around the country, it also published the resulting articles as editorial rather than a branded hub, amplifying the media plan. "American Beauty" stopped a decade in brand decline by engaging viewers 300% more than forecast and keeping them engaged longer. The epic adventure indeed!
Credits: Rolling Stone Gus Wenner, Head of Digital Michael Provus, CRO Gina Abatangelo, Producer MullenLowe Mediahub: Will Phipps, Group Media Director Allan Apjohn, Associate Media Director Adam Telian, Associate Media Director Dale, Lee, Associate Media Director Allie Babes, Media Supervisor, Harley-Davidson: John Lee, Manager, US Marketing Channels, Harley-Davidson: Jamie Kobar, US Media

Beverage (alcoholic): T.R.I.P. Through The Multiverse by Adam Ritchie Brand Direction for The Lights Out + Aeronaut Brewing Co.
Why take music to a record label when you can take it to a brewery? Talk about thinking outside the can. The Lights Out meets Aeronaut, a brewery founded by Cornell and MIT scientists. The beer was styled to fit the T.R.I.P. album theme, while a social-media trigger on the label alerted drinkers to buy it. Original and clever, the campaign generated 100 million+ impressions, even with holiday clutter. Plus, the sensory experiment resulted in the beer/album selling out. That’s the taste of success.
Credits: Adam Ritchie, campaign concept/execution/audio composition; Ben Holmes, brewer; Raul Gonzalez, illustrator; Jesse James Salucci, interactive/audio composition; Leesa Coyne, videography; Erin Genett, photography; Rishava Green, Matt King, audio composition; Benny Grotto, Nick Zampiello, audio engineering/mastering; Abigail Taylor, event management; Kyle Stearns, coding; Too NTENZ: A Colossal Clusterfest Popumentary (Jose Cuervo/Comedy Central) by Viacom Velocity for Jose Cuervo
Cuervo wanted to score at the Colossal Clusterfest, a new Comedy Central comedy/music festival. So the tequila maker concocted a boy band, NTENZ. Then, Cuervo and the cabler created a hilarious digital series to promote the fest and Cuervo’s “Tomorrow is Overrated” brand message. Three popu-mocku-mentaries narrate the story of NTENZ, a smartly drawn parody of an iffy musical era. The send-ups are spot-on, right down to using Cuervo as perfume. The videos grabbed 4.9 million social impressions and 1.5 million views.
Affiliated Agency: Arena (Media Agency), CP+B (Creative Agency)
Credits: -VP, CMO, Viacom Velocity: Dario Spina -EVP, Integrated Marketing, Viacom Velocity: Chris Ficarra -SVP Creative Director, Velocity Creative, Viacom Velocity: Beth Trentacoste -VP Production & Project Management, Velocity Creative, Viacom Velocity: Mike Tome -VP, Creative Director, Velocity Creative, Viacom Velocity: Lukas Kaiser -Director of Project Management, Velocity Creative, Viacom Velocity: Kim Laurie -Writer/Producer, Velocity Creative, Viacom Velocity: Alex Piliouras -Production Manager, Velocity Creative, Viacom Velocity: Jon Lee -Senior Editor/ Producer, Velocity Creative, Viacom Velocity: Peter Vitale -Production Coordinator, Velocity Creative, Viacom Velocity: Leslie Berkowitz -Sr. Director, Integrated Marketing, Viacom Velocity: Millicent Brown -Director, Integrated Marketing, Viacom Velocity: Michelle Chan -Manager, Integrated Marketing, Viacom Velocity: Carly McElroy -Coordinator, Integrated Marketing, Viacom Velocity: Jordan Levy -Writer, Brand Creative, Comedy Central: Tim Duffy -Jr. Copy Writer, Brand Creative, Comedy Central: Chris Kopcow -Jr. Copy Writer, Brand Creative, Comedy Central: Gabriel Laks -Producer: Aldey Sanchez -Directors: Dan Hurwitz and Lukas Kaiser -Director of Photography: Charlie Gruet -Writer: Dave Hill -Writer: George Gordon; Find Otherness by The VIA Agency for Three Olives Vodka
Three Olives Vodka’s challenge: How to resurrect a forgotten brand and click with millennials? Tell a compelling story to draw a new audience to flavored vodkas. Each video celebrates people who blaze their own trail — with otherness, inspiration or passion. News outlets picked up the digital campaign across the Web, while singer Halsey carried its message on her social-media channels. The category got a healthy kick. The “Find Otherness” view-through rate was up 43% over prior benchmarks, garnering approximately 6 million impressions. Salut!
Credits: Chief Creative Officer : Greg Smith Creative Director : Ken Matsubara Sr. Writer : Stephen Davis Sr. Producer : Jennifer Klumas Production / Post : Vacationland Productions Director: Greg Smith DP: Ezra Wolfinger Editor(s) : Patrick Sperry, Sam Peisner, Sam Brosnan Sr. Producer : Amanda Newton Gray Line Producer : Anthony McDermond VFX : Jacob Robert Grade : Zero VFX Colorist : Jaime Fortuno-Lavin Sr. Producer : Anastasia Panagopoulos; Art Director: Matt Scheumann

Beverage (non-alcoholic): Stay Grounded by ITO EN for matcha LOVE
A digital/social campaign strove to bring ITO EN, Japan’s largest manufacturer of green tea, U.S. visibility. matcha LOVE, the whole-leaf line, was positioned as a healthier option to sugary energy drinks. matcha LOVE’s message — “stay grounded” throughout the day with a gentle boost. The green revolution hit on seasonal recipes, Facebook and a branded Amazon storefront, among varied efforts, to capture attention. The result? A 29% increase in online sales, a 23% increase in in-store sales and a 114% return on ad spend.
Affiliated Agency: Deep Focus, creative; Moment Studio, content production; Engine Media, media distribution
Credits: Harris Goldman, Head of Marketing & Innovation, ITO EN, North America Jim Hoagland, Chief Operating Officer, ITO EN, North America Matt Steinwald, Executive Creative Director, Deep Focus Lizzy Hanna, General Manager, Engine Media Sarah Wamble, Group Account Director, Deep Focus Shannon Krall, Account Director, Deep Focus Matt Bishop, Director of Production, Deep Focus Taylor Smith, Senior Copywriter, Moment Studio Scott Jones, Senior Art Director, Deep Focus Beth Stirling, Media Supervisor, Engine Media Kristen Tanner, Strategist, Deep Focus; The Line Up Song by UM MENA for The Coca-Cola Company
After a violent 2012 soccer stadium encounter, live audiences were banned for three years. In 2017, with more political stability and new players, Egypt appeared at the African Cup of Nations. Coca-Cola decided it was game-on for fans. Pepsi was one of the main sponsors of the event, but Coca-Cola needed a presence. And it found it in a Ping Pong hall, creating a wacky video and song about players that reached almost 6 million Egyptians, thanks to streaming app Anghami and Facebook. Score!
Affiliated Agency: Advertising company: FP7/CAI; PR Agency: Influence; Production Company: Big Foot Films
Credits: Salma Shedid, Associate Director, UM MENA; Nariman Ebrashy, Media Manager, UM MENA; Hadil el Zanaty, Digital Supervisor, UM MENA; Nadine Zeitoun, Digital Executive, UM MENA; Adham Gawish, Senior Executive, UM MENA; Ahmed Hafez Youness, Executive Creative Director, FP7/CAI; Maged Nassar, Creative Director, FP7/CAI; Mohamed El Ghamrawy, Song Writer, FP7/CAI; Mostafa Abdelmawla, Senior Graphic Designer, FP7/CAI; Ahmed Fayez, Business Unit Head, FP7/CAI; Sara Sherif, Senior Account Director, FP7/CAI; Ahmed El Shimy, Account Supervisor, FP7/CAI; Aslan Tarek, Account Executive, FP7/CAI; Hend Ali, Account Executive, FP7/CAI; Heba Radwan, Head of Film Production Department, FP7/CAI; Inas Nagy, Producer, FP7/CAI; Moayad El Shenawy, Producer, FP7/CAI; Maged Nassar, Director; Assem Ali, Art Director; Ahmed El Morsy, DOP; Begad Omran, Executive Producer, Big Foot; Nada Faied, Line Producer, Big Foot; Ahmed Azmi, Producer, Big Foot; Karim Mira, Colorist, Lizard; Amr Rabee, Editor, Lizard; Wael Alaa, Music Composer, Byrdkill; Nada Adel, Stylist; Naila Fattouh, Head of Strategic Planning, FP7/CAI; Tahaab Rais, Regional Head of Strategic Planning, FP7/MENA; Destination Coke Endcap by Rockfish for Diet Coke
Dollar General has many brands, so Coca-Cola faced competition. The company hit on the idea of a multipurpose cooler, replete with a new look and approach. The catch — it would target where millennials live: their phones. The engagement was dubbed “Destination Coke,” activated by an end-cap app when users were in or near the 13,000 DG stores. The first program report (two weeks post-launch) delivered more than 107,000 DG App downloads, a 14% coupon redemption rate, and an email opt-in rate of 70.5%.
Affiliated Agency: Barrows (In-store), Geometry (shopper)
Credits: Danielle Latta, John Jacobsen, Mary Stone, Pam Boehm, Eric Garza

Business-to-Business Campaigns: Tables of Content by Google for YouTube
In Tables of Content, YouTube invites the advertising industry to lunch with experts on content. Through the voices of top thinkers, movers, and shakers, the series speaks to the power of YouTube advertising while leveraging the strength of the platform to demonstrate YouTube’s brand building essentialness. Filmed at the hottest restaurants, with quick takes from the talent to the setting and outtakes to YouTube Creator content snippets, Tables of Content employs a fresh new video format to share YouTube’s narratives.
Affiliated Agency: Virtue, Creative & Production
Credits: Chris Dodson, Head of YouTube & B2B Marketing, Google Danielle Landress, Product Marketer, Google; “Did you mean MailChimp…?” by PHD for MailChimp
MailChimp gained notoriety in 2014 when sponsoring the cult podcast, Serial. In it, the brand’s audio ad had a moment where people mispronounced it – calling it “MailKimp’ instead of ‘MailChimp’. This small mispronunciation became a meme, and took on a life of its own. Taking advantage of this moment, the brand created a campaign around exactly that: stuff that sounds like the word MailChimp. 70% of people who saw the campaign said it gave them a better sense of MailChimp’s personality.
Affiliated Agency: MailChimp: Client PHD: Media agency Droga5: Creative agency Outdoor Media Alliance: Outdoor agency Resolution Media: Social agency
Credits: Job title: President Full name: Briony McCarthy Company: PHD Job title: Group Account Director Full name: Ji Kim Company: PHD Job title: Associate Director, Digital Full name: Tina QU Company: PHD Job title: Group Director, Marketing Science Full name: Phil D’Addio Company: PHD Name: Alyson Civitano Company: PHD Position: Associate Director, National Broadcast Investment Name: Tiffany Icaza Company: PHD Position: Associate Director, National Broadcast Investment Name: Stephen Angelovich Company: Outdoor Media Alliance Position: Supervisor Name: Tom Klein Company: MailChimp Position: CMO Name: Mark DiCristina Company: MailChimp Position: Director of Brand Marketing Name: Sean Cook Company: MailChimp Position: VP of Marketing Name: Todd Dominey Company: MailChimp Position: Sr. Director of Design Name: Amy Sturgill Company: MailChimp Position: Director of Marketing Operations Name: Palmer Houchins Company: MailChimp Position: Senior Marketing Manager Name: Don Shelford Company: Droga5 Position: Group Creative Director Name: Julie Matheny Company: Droga5 Position: Senior Copywriter Name: Matt Rogers Company: Droga5 Position: Senior Art Director Name: Ryan Snyder Company: Droga5 Position: Copywriter Name: Katie Willis Company: Droga5 Position: Art Director Name: Katie Coane Company: Droga5 Position: Strategy Director Name: Justin Pak Company: Droga5 Position: Senior Strategist Name: Midori McSwain Company: Droga5 Position: Strategist Name: Elsa Stahura Company: Droga5 Position: Senior Communications Strategist Name: Taylor Hines Company: Droga5 Position: Senior Communications Strategist Name: Lily Ng Company: Droga5 Position: Data Strategy Director Name: Bethany Bengtson Company: Droga5 Position: Data Strategy Director Name: Kaveri Gautam Company: Droga5 Position: Data Strategist; HP OfficeJet Pro: “Meet the Intern” by Collectively, Inc. for Hewlett-Packard
To build awareness among small business owners, and to demonstrate how companies can use HP’s OfficeJet Pro 8720 printer, Collectively created an offbeat video series and social media activation that helped the brand stand out. We cast Extra co-host and Fox Sports personality, Charissa Thompson, as our sharp-witted “intern” to star in four original “Meet the Intern” videos. To further leverage her involvement and significant audience across platforms, Charissa also created four social media posts highlighting her role in the video series.
Affiliated Agency: Sawhorse Productions
Credits: Alexa Tonner - EVP, Collectively Peggy McNulty - Sr. Brand Partnerships Manager, Collectively Mandi Ginsburg - VP Collaborations, Collectively Lauren Simpson - Sr. Producer, Collectively Tracey Chang - Producer, Collectively Dan Henry - Director of Americas Consumer Print Marketing, HP Tricia Callaway - Brand Manager Consumer Print Marketing, HP Leslie Drate - Social Media Consumer Print Marketing, HP

Consumer Packaged Goods: NowThis x Kleenex: Everyday Care Heroes by NowThis (Group Nine Media) for Kleenex
With a goal to reach a young, socially-engaged audience, NowThis and Kleenex developed a four-part video series highlighting “Everyday Care Heroes.” Kleenex was carefully integrated throughout to ensure consumers saw the brand as a gesture of care and felt uplifted. We told the stories of heroes like Rudy, a Texas barber who gives free haircuts to the homeless in his spare time, and Travis Mills, a quadruple amputee veteran who is building a summer camp for other wounded warriors.
Affiliated Agency: Mindshare
Credits: NowThis Kleenex; 3 Musketeers: Throw Shine by Tribal Worldwide for MARS, Inc.
3 Musketeers is a brand everyone knows but nobody thinks about. And communications had to establish high relevance on a relatively low budget. A shift to a digital-only budget focused on a Gen-Z target was chosen to maximize efficiencies. A package innovation led the campaign of Throw Shine with 24 unique and uplifting messages that were present on bars. Knowing the target’s content consumption habits, we knew the platform to deliver on was YouTube.
Affiliated Agency: Mediacom - Media Planning; Starcom - Media Buying
Credits: MARS, Inc.: 3 Musketeers: Allison Miazga-Bedrick, Brand Director Rebecca Duke, Brand Manager Sara Heitmann, Sr. Associate Brand Manager Advertising Agency: Tribal Worldwide: Kinney Edwards, Executive Creative Director Steffany Carey, Group Creative Director/Writer, Becky Kitlan, Associate Creative Director/Art Director Richard Guest, Global Business Director - MARS, Inc. Phil Pessaro, Head of Client Services & Production Elizabeth Federico, Management Supervisor Jay Posey, Senior Content Producer Production Company: The Cavalry Productions Director: Vance Malone Edit: Beast NY Editor: Brian Lagerhausen Color: Co3 Music Supervision: Wool and Tusk; #BerryTogether Campaign by Driscoll's for Driscoll's
With more than 100 years of farming heritage, Driscoll’s is a private, family-owned business who is passionate about growing great tasting strawberries, blueberries, blackberries and raspberries. Driscoll's has been on a global brand journey to uncover the emotional connections of why people eat berries and how our brand can create a movement for bringing people together. Global consumer research revealed eating berries make people happy compared to any other fruit or veggie.
Affiliated Agency: Hand Crank Films
Credits: Driscoll's Brand Marketing Team: Fran Dillard - Director of Marketing Kim Allen - Marketing Coordinator Diane Ellis Scalisi - Marketing Coordinator Jamie Bassmann - Marketing Coordinator Annie Duner - Marketing Coordinator Alicia Weber - Events Manager Guillermina Medrano - Administrative Assistant Natasha Guaracha - Marketing Coordinator Amanda Partney - Marketing Coordinator Laudan Yavari - Marketing Coordinator Carly Norris - Events Coordinator

Entertainment: Movies: "I Just Want to Watch the Game!" by UM LA for Sony / Spider-Man: Homecoming
A campaign to promote Spider-Man: Homecoming included a large-scale partnership with ESPN and the NBA including custom content. A four-part story shows Peter Parker/Spider-Man on his mission to attend an NBA Finals party. The star-studded effort garnered 285,000 social mentions in three weeks— resulting in over 1.6 billion social impressions. The content itself was collectively viewed over 40MM times online. And 26% of the $117MM opening box office was attributed to social mentions specific to the NBA Finals execution.
Affiliated Agency: ESPN CreativeWorks, ESPN/ABC (The Walt Disney Company), NBA (League), Marvel Studios, Park Pictures, Ignition Creative, Method Studios
Credits: Juliette Senk, VP Director, Partner Programs, UM Studios; Tiffany Dunning, Manager, Partner Programs, UM Studios; David Weiss, VP Partner, Integrated Investment, UM LA; Nancy Tate, EVP, Worldwide Creative Content, Sony Pictures Entertainment; Stefanie Napoli, EVP, Media & Worldwide Creative Content, Sony Pictures Entertainment; Alex Andujar, VP, Media & Promotions, Sony Pictures Entertainment; Jason Rumminger, VP, Media Promotions & Branded Content, Sony Pictures Entertainment; Ashley Pierce, Director, Media Promotions & Branded Content, Sony Pictures Entertainment; Jonathan Viola, VP, Digital Marketing, Sony Pictures Entertainment; Rachel Short, Manager, Digital Marketing, Sony Pictures Entertainment; Josh Greenstein, President, Worldwide Marketing and Distribution, Sony Pictures Entertainment; Carrie Brzezinski, Vice President, ESPN CreativeWorks; Brian C. Price, Sr. Director, ESPN CreativeWorks; Joe Knaus, Associate Director, ESPN CreativeWorks; Jay Marrotte, Creative Director, ESPN CreativeWorks; Denise Thrasher, Manager, ESPN CreativeWorks; Justin Leibowitz, Sr. Manager, International Marketing Solutions & CreativeWorks; Jason Vega, Manager, Concept Development VFX, ESPN CreativeWorks; Jason Black, Software Engineer VFX, ESPN CreativeWorks; Sara Gotfredson, Vice President, Multimedia Sales, ESPN; Andrew Patience, Director, Multimedia Sales, ESPN; Grant Almquist, Account Services Executive, Multimedia Sales, ESPN; Brett Becks, Director, ESPN CreativeWorks; Sasha Huezo, Digital Account Executive, Multimedia Sales, ESPN; Tim DeWitt, Television Account Executive, Multimedia Sales, ESPN; JonPaul Rexing, Sr. Director, Multimedia Sales, ESPN; Adam Bressler, Television Account Executive, Multimedia Sales, ESPN; Arite Cutrone, Manager, Global Media, NBA; Eric Carroll, Director of Development, Marvel; Jeremy Latcham, SVP, Production & Development, Marvel; Dave Bushore, VP, Franchise Creative & Marketing, Marvel; Sarah Beers, Director, Franchise Creative & Marketing, Marvel; Kevin Feige, President, Marvel Studios, Marvel Eric Pearson, Writer, Marvel; Martin Kistler, CEO/ Chief Creative Officer, Ignition; Dannielle Dormer, Exec Producer, Ignition; Lawrence Shu, Producer, Ignition; Jon Pickle, Editor, Ignition; Marc Schuller, Editor, Ignition; Jon Watts, Director, Park Pictures; Scott Howard, Executive Producer, Park Pictures; Jake Schreier, Director, Park Pictures; Pete Vitale, Producer, Park Pictures; Diana Ibanez, VFX Producer, Methods; Ray Giarratana, VFX Supervisor, Methods; "This is Everything" Gigi Gorgeous Campaign by YouTube Red for YouTube Red
YouTube Red’s original documentary, “This is Everything: Gigi Gorgeous”, tells a moving story about the life of online personality Gigi Gorgeous as she struggles to find her own identity as a transgender woman. The campaign sought to inspire trans youth to be their true selves. The trailer looked to build awareness of people finding and realizing their true selves. It encouraged viewers to use the hashtag #ThisIsEverything and join the transgender rights conversation on Facebook. It has garnered 40M views since January.
Affiliated Agency: Trailer Park
Credits: Brand Marketing: Jodi Ropert, YouTube Brand Marketing: Lindsay Dahms, YouTube President/Creative Director: Bernadette Del Carpio, Trailer Park Inc. Senior Writer/Producer: David Burnes, Trailer Park Inc. Editor: Bryan Nest, Trailer Park Inc. Music Supervisor: Alison Sieh, Trailer Park Inc.; The Secret Life of Pets by Fullscreen for Universal Pictures
To promote The Secret Life of Pets, the campaign included a social presence that celebrated pets and their owners with creative executions across platforms. #TheSecretLifeofPets hashtag had over 1.3 Billion hashtag mentions on Twitter in release week alone, resulting in over $100 Million in box office revenue in opening weekend. Pets would go on to become Universal’s highest grossing movie of 2016, the 4th highest grossing movie of the year, and the biggest opening for an original property ever.
Affiliated Agency: NA
Credits: Full name: Darnell Brisco Job title: VP, Accounts Country: US City: Los Angeles Email: darnell@mcbeard.com Full name: Ty Budde Job title: Account Director Country: US City: Los Angeles Email: tbudde@mcbeard.com Full name: Jillian Fairman Job title: Sr Account Manager Country: US City: Los Angeles Email: jfairman@mcbeard.com Full name: Christine Benway Job title: Account Manager Country: US City: Los Angeles Email: cbenway@mcbeard.com Full name: Connie Shu Job title: Art Director Country: US City: Los Angeles Email: connie.shu@mcbeard.com Full name: Abby Force Job title: Art Director Country: US City: Los Angeles Email: aforce@mcbeard.com Full name: Sierra Sandler Job title: Graphic Designer Country: US City: Los Angeles Email: ssandler@mcbeard.com Full name: Peter Soldinger Job title: Director of Strategy Country: US City: Los Angeles Email: peter.soldinger@mcbeard.com Full name: Jaime Olaez Job title: Creative Producer Country: US City: Los Angeles Email: jolaez@mcbeard.com Full name: Doug Neil Job title: EVP, Digital Marketing Country: US City: Los Angeles Email: doug.neil@nbcuni.com Full name: Sungmi Choi Job title: VP, Digital Marketing Country: US City: Los Angeles Email: sungmi.choi@nbcuni.com Full name: Dylan Bridges Job title: Director, Digital Marketing Country: US City: Los Angeles Email: Dylan.Bridges@nbcuni.com Full name: Nick Zalucki Job title: Manager, Digital Marketing Country: US City: Los Angeles Email: Nicholas.Zalucki@nbcuni.com Full name: Alissa Gwynn Job title: Coordinator, Digital Marketing Country: US City: Los Angeles Email: Alissa.Gwynn@nbcuni.com Full name: Gail Harrison Job title: President, Marketing and Branding Country: US City: Los Angeles Email: gail.harrison@illuminationent.com Full name: Jean Ly Job title: Coordinator, Creative Marketing Country: US City: Los Angeles Email: jean.ly@icloud.com Full name: Rory Phillips Job title: Director, Creative Marketing Country: US City: Los Angeles Email: rory.phillips@illuminationent.com Full name: Matt St. Gelais Job title: VP, Digital Creative Country: US City: Los Angeles Email: matt@mattsaintg.com

Entertainment: Games/Music/TV/Other: Time: The Kalief Browder Story by Spike for Spike
The campaign drove viewers to watch “Time: The Kalief Browder Story” in order to raise awareness of the iniquity that Kalief Browder, and millions of others, suffered while in the criminal justice system. The campaign used social media content to create conversation and reach a target audience attune to current events and social justice. Metrics were impressive: 21.5 million social media views. A custom trailer had 4.6 million views. After the premiere, NYC Mayor Bill De Blasio made plans to close Riker’s Island Jail.
Affiliated Agency: Horizon Media - Media Planning
Credits: Anhelo Reyes - Senior Vice President, Brand Marketing @ Spike Amanda Brass - Senior Director, Brand Marketing @ Spike Sam Polifka - Manager, Brand Marketing @ Spike Charles Bozik - Coordinator, Brand Marketing @ Spike Jason Ciprioano - Vice President, Multiplatform Content & Strategy @ Spike Red Fabbri - Vice President, Fan Engagement & Editorial @ Spike David Whitely - Social Associate Producer @ Spike; The Laws of Gilead by UM LA for Hulu / The Handmaid's Tale
The campaign for Hulu’s “The Handmaiden’s Tale” included working with female-centric partners to create relevant campaigns. Activations included having women dressed in the signature red costume float silently around SXSW. A book wall was created in New York City and visitors could take a book for free, slowly revealing a feminist mural behind the stacks. The effort generated the highest awareness levels ever seen for a new Hulu Original series. The day-of premiere drove the single highest daily subscriptions to Hulu YTD.
Affiliated Agency: Creative Agency: Arsenol; Experiential & Event Agency: Civic Entertainment Group; Social Agency: Social Code; Production Studio: Suite Spot
Credits: Kacie Sage, SVP, Portfolio Management, UM Los Angeles; Kristine Swanepoel, VP, Strategy, UM Los Angeles; Juliana Ossa, Account Manager, UM Los Angeles; Brittany Hoffman, Associate Director, UM Los Angeles; Anna Ma, Senior Associate, UM Los Angeles; Jenny Wall, SVP, Marketing, Hulu; Linnea Hemenz, VP, Originals and Content Marketing, Hulu; Kevin Blanchette, Senior Manager, Original Content Marketing, Hulu; Lauren Vu, Content Marketing Coordinator, Hulu; Ashley Rappoport, Content Marketing Coordinator, Hulu; Amber Lam, Manager, Media, Hulu; Callie Child, Associate Media Manager, Hulu; Unblockable Ads by MullenLowe Mediahub for Netflix -- Black Mirror
Netflix’s promotion of sci-fi series Black Mirror was hampered because its target, tech-savvy hardcore sci-fi fans aged 25–34, are highly skilled at blocking ads. A first-to-market media hack circumvented ad-blocking software. The target’s favorite destinations — Mashable, The Next Web and Slate — helped build creative directly into their content management system so it wouldn’t be flagged by ad blockers upon page load. There were more than 1MM posts about the series, 30 times more than season two.
Credits: Netflix: Chris Lee, Director of Marketing — North America, Australia, New Zealand Aaron Jones, Senior Marketing Manager — North America, Australia, New Zealand Kelly Hughes, Marketing Manager — North America, Australia, New Zealand MullenLowe Mediahub: John Moore, Global President Sean Corcoran, Executive Director of the Americas Laurel Boyd, Director of Media Content & Innovation Simeon Edmunds, Associate Director, Media Content & Innovation Michelle Blaser, Associate Media Director Ali Sakai, Senior Digital Media Planner Talia DeFranco, Media Planner

Fashion/Beauty/Cosmetics: Campaign: Burt's Bees Campaign by Undertone for Burt's Bees
Burt’s Bees wanted to get the word out about its new lipstick shades and give consumers the chance to do what they couldn’t in-store: try on every color. So the Undertone creative team created a full-screen mobile unit — complete with honeycomb touches — that allowed users to see themselves in a shade, snap a selfie, and share it on social media. Results: more than 8.5 million impressions, CTR of 6.28%— well above the 4.92% benchmark — and nearly 1,400 uploads.
Affiliated Agency: AKQA
Credits: Josh Gotthelf - Undertone; VP, Brand Marketing Jeff Ortegon - Undertone; Creative Director Dayna Hall - Undertone; Senior Art Director Jaime Nash - Undertone; Associate Director, Creative Strategy Justin Samuels - Undertone; Senior Manager, Brand Marketing Mariam Matin - Undertone; Brand Marketing Associate Ilana Greenberg - Undertone; Brand Marketing Content Coordinator Joe Ward - Undertone; Sales Director Erika Fowler - Undertone; Account Executive RJ Turchick - Undertone; Senior Creative Project Manager David Scarborough - Undertone; Client Services Manager Sara Itak - Undertone; Campaign Manager Erika Loberg- Undertone; Client Strategist Maria Caruso - Undertone; Sales Director Lisa Ferragano - AKQA; Associate Media Director Shruti Boddu - AKQA; Analyst Ali Smith - AKQA; Associate Media Planner Cammie Wood - AKQA; Media Planner; The Healing Project by PHD for Unilever / Vaseline
Vaseline® used digital media to promote the Vaseline® Healing Project, an ambitious humanitarian initiative that increased the appeal of the brand by 70% and made people 1.6x more likely to recommend it to others. TVHP provided dermatological care, Vaseline® products & medical supplies needed to help heal the skin of people affected by poverty or emergencies around the world. A website served as the project hub, telling and showing many emotion-driven stories from TVHP, and promoting donations of items included in mission kits .
Affiliated Agency: Vaseline: Client PHD: Media agency Animl: Creative agency (UK) BBH: Creative agency (US) Edelman: Public relations agency
Credits: Job title: Director, Global Communications Planning Full name: Beatrix Bang Company: PHD Name: Brendan Hewitt Company: PHD Position: Director, Innovation Name: Marcela Melero Company: Unilever Position: Brand Vice President, Global Name: Pragati Ruia Company: Unilever Position: Brand Manager, Global Name: Jennifer Lauroesch Company: Unilever Position: Brand Manager, Global Name: Neha Minj Company: Unilever Position: Brand Manager Name: Francesca Picchi Company: Unilever Position: Media Manager Name: Richard Neville Company: Animl Position: Creative Director/Founder Name: Tara O’Sullivan – Company: Animl Position: Senior Producer Name: Simon Marmara Company: Animl Position: Producer Name: Annette Reichel Company: Edelman Position: VP Brand Practice Name: Virginia Landau Company: Edelman Position: SR Account Supervisor Name: Samantha Cescasu Company: BBH Position: Strategy Name: Kristen Tate Company: BBH Position: Account Lead Name: Jenifer Murray Company: BBH Position: Account; VH1’s America’s Next Top Model + Rimmel London’s #ANTMLOOK by Viacom Velocity for Rimmel London
Rimmel London harnessed the power of social media to amplify a multiscreen campaign. The cosmetic brand, a season-long sponsor of “America’s Next Top Model,” gave fans a weekly challenge: to submit photos of their own #ANTMLOOK using that week’s model filter for a chance to win Rimmel products. The grand prize winner was featured in a custom :30 commercial airing during Rimmel’s finale challenge episode. Fan content creation surpassed expectations, with many participants, and weekly winners sharing videos and thanking Rimmel and VH1 on social posts.
Affiliated Agency: Zenith
Credits: •Amy Wigler, SVP, Integrated Marketing, Viacom Velocity •Eddie Gutierrez, Sr. Director, Integrated Marketing, Viacom Velocity •Kate Renaud, Sr. Director, Integrated Marketing, Viacom Velocity •Jennifer Castro, Manager, Integrated Marketing, Viacom Velocity •Jacqueline Vinci, Manager, Integrated Marketing, Viacom Velocity •Cristina Recino, Coordinator Integrated Marketing, Viacom Velocity •Spencer Parker, Producer, Velocity Creative, Viacom Velocity

Financial Services: #DefineYourDream by T3 for Capital One
The Capital One campaign shared the stories of real customers pursuing their own definition of success. It challenged everyone to #DefineYourDream. Each story was turned into a mini-documentary optimized for social audiences across immersive units on Facebook, Instagram and Twitter. It struck a chord and consumers engaged with the content, sharing their dreams and reactions to the campaign. Metrics exceeded benchmarks and increased brand recognition. There were 15 million video views, 693,000 earned impressions, 353,000 total engagements, and an 11% increase in favorability.
Credits: Capital One Credits: Raegan Dearie, Director Social Media Joe Eiden, Creative Director Julia Fay, Paid Social Media T3 Agency Credits: John Livingston, Creative Director Sean Leonard, Senior Art Director Bonnie Rohan, Senior Copywriter Emma Spivey, Senior Copywriter Emily Mitchell, Associate Art Director Lindsey Mongrain, Account Director Jenny Kornuta, Account Supervisor Courtney Barry, Executive Producer Angela Yang, Director of Connections Lauren Davenport, Producer Chris McInroy, Video Director Reid Hildebrand, Video Editor Production Company: Revelator Matt Muir, Director Chris Ohlson, Producer Jefe Greenheart, DP; Beautiful Adjustments by The VIA Agency for T. Rowe Price
T. Rowe Price used a decidedly different way to connecting with consumers about retirement products. Creative highlighted the company’s unique approach to retirement products, called active management. The “Power of Adjustments” campaign showed the beauty, thoughtfulness and precision of active management in the same way we look at a dance performance or acrobatic troupe. These strong, beautiful performances demonstrate how even the smallest adjustments—like the tilt of a wrist or the shift of a foot—lead to powerful results.
Credits: The VIA Agency Chief Creative Officer: Greg Smith Executive Creative Director: Teddy Stoecklein Group Creative Director: Mike Daitch Associate Creative Director: Chris Cote Associate Creative Director: Lauren Croteau Senior Copywriter: Judi Cutrone Copywriter: Jessica Fidalgo Art Director: Matt Scheumann Art Director: Morgan Gelfand Group Strategy Director: Julia Brady Client Strategist: Moya Fry Chief Strategy Officer: David Burfeind Group Planning Director: Scott Macleod Project Lead: Lawson Condrey Producer: Barry Wolford Associate Producer: Alexa King Studio Manager: Duane Holmblad Studio Designer: Jenn Arredondo; Fly Faster Than You Think by MullenLowe Mediahub for JetBlue Card
JetBlue aimed to convey to customers that their card would aid in getting them to the places they desired to go. A Times Square billboard features a flight simulation where an app would map travel to the airport, through TSA and travel to various destinations. Passersby were invited to be the first to tweet at a given time to win tickets. A six-week campaign resulted in a 21% lift in card signups from initial forecast and market interest in JetBlue Card rose 6%.
Credits: Keith Lusby, Executive Director Jade Watts, Group Media Director Kelly McGowan, Associate Media Director Kaitlin Hill, Senior Media Planner

Health/Wellness: Campaign: The Healing Project by PHD for Unilever / Vaseline
Vaseline is a staple in most homes, and it helps the less fortunate with The Vaseline Healing Project. A partnership with Direct Relief, the project provides medical care, supplies, Vaseline products and training to people in refugee camps and natural disaster survivors. TVHP targeted women with social-media videos that told stories from South Africa, India and aiding Syrian refugees in Jordan. An in-store campaign, “Buy One to Heal One,” allowed consumers to pay it forward simply by purchasing a Vaseline product.
Affiliated Agency: Vaseline: Client PHD: Media agency Animl: Creative agency (UK) BBH: Creative agency (US) Edelman: Public relations agency
Credits: Job title: Director, Global Communications Planning Full name: Beatrix Bang Company: PHD Name: Brendan Hewitt Company: PHD Position: Director, Innovation Name: Marcela Melero Company: Unilever Position: Brand Vice President, Global Name: Pragati Ruia Company: Unilever Position: Brand Manager, Global Name: Jennifer Lauroesch Company: Unilever Position: Brand Manager, Global Name: Neha Minj Company: Unilever Position: Brand Manager Name: Francesca Picchi Company: Unilever Position: Media Manager Name: Richard Neville Company: Animl Position: Creative Director/Founder Name: Tara O’Sullivan – Company: Animl Position: Senior Producer Name: Simon Marmara Company: Animl Position: Producer Name: Annette Reichel Company: Edelman Position: VP Brand Practice Name: Virginia Landau Company: Edelman Position: SR Account Supervisor Name: Samantha Cescasu Company: BBH Position: Strategy Name: Kristen Tate Company: BBH Position: Account Lead Name: Jenifer Murray Company: BBH Position: Account; TV Doctors of America by Cigna for Cigna
Cigna wants to save lives by encouraging people to have a yearly physical and learn their four key health numbers. Fake TV doctors, including Alan Alda, Patrick Dempsey, Noah Wyle, Lisa Edelstein and Donald Faison, starred in “The TV Doctors of America” campaign. The media mix of TV, social-media videos and looping GIFs on Facebook, Twitter, YouTube and Instagram hit home. The campaign registered an estimated 254MM+ social impressions cross-platform. Cigna customers having annual physicals increased 5.37%, compared to the previous year.
Affiliated Agency: McCann Worldgroup (MRM//McCann, McCann NY) - Creative Agency, OMD/Resolution Media - Media Planning Agency
Credits: Sung Chang EVP Chief Creative Officer at MRM//McCann Carl Ceo VP Creative Director at MRM//McCann Rebecca Gardner Associate Creative Director at MRM//McCann Astrid Andujar Art Director at MRM//McCann Cheryl Thrower Art Director at MRM//McCann Tatiana Girman Art Director at MRM//McCann Jan Lemke SVP Group Account Director at MRM//McCann Cliff Strashun Account Director at MRM//McCann Jay Cohen Account Supervisor at MRM//McCann Lisa Goldberg Associate Director, Social Strategy at MRM//McCann Veronica Bertran EVP at McCann NY Stephen Cassell Global Branding Officer at Cigna Jennifer Hayward Director, Global Brand Strategy & Marketing at Cigna Lori Feldman Global Head of Social Media at Cigna Cooper Magoon Social Media Supervisor at Resolution Media Fabio Goncalves Associate Director at Resolution Media Jenna Dobin Social Media Coordinator at Resolution Media Natalie Penta Group Director at Resolution Media Kristin Jones Managing Director at OMD Kevin Howard Group Account Director at OMD; Don't Treat Yourself by Mindgruve for UnityPoint Health
Millennials can be stupid casual about health. UnityPoint Health, a healthcare system that gives patients access to doctors 24/7, targeted the demo, touting the ease and cost-effectiveness of its virtual care. The campaign encouraged Millennials to stop self-diagnosing and treating ailments, like deep cuts, pink eye and broken appendages, themselves. Rather than use household items, like super glue and coffee, they were encouraged to consult pros. The “Don’t Treat Yourself” video drove a 16.9% lift in favorability for the provider. And probably saved limbs.
Affiliated Agency: Emota
Credits: Lead Design - Erick Bautista Copywriter - Jen Kim Art Direction - Michael Tussey Creative Director - Clint Walden Backend Developer - Gui Nascimento Frontend Developer - Westley Marchment PM - Lacey Baker AM - Dan Hellbusch Emota - Video

House/Home Campaign: Degrees of Perfect: The Next Level by GSD&M and Lennox for Lennox
To showcase the power of Lennox products, GSD&M partnered with Mashable to create an activation space and invite visitors to “Paint with Air”. A first-of-its-kind exhibition of art and engineering “Degrees of Perfect ” highlighted Lennox units through murals. This highly immersive experience allowed Lennox to break out of the HVAC category and help customers look at its products as sophisticated and innovative. As a result, the campaign garnered over 30 million impressions, 450,000+ engagements, and, most importantly, record-setting sales for the year.
Credits: Marianne Rush, Associate Media Director, GSD&M; Amanda Webb, Assistant Media Planner, GSD&M; Mark Durein, Account Director, GSD&M; Cat Snyder, Account Supervisor, GSD&M; Katherine LaViscount, Assistant Account Manager, GSD&M; Kyle Mitchell, Associate Creative Director/Art Director, GSD&M; Jon Miller, Creative/Writer, GSD&M; Charlie Joslin, Social Media Manager, GSD&M; Janice Suter, Director of Social Media, GSD&M; Kelly Grant, VP/SR Print Producer, GSD&M; Kate Blair, Digital Producer, GSD&M; Linda Nhan, Business Affairs Manager, GSD&M; Fluke, Artist and Producer, A'Shop Crew; Pulte Homes National Social Media Campaign by Fullscreen for Pulte Group, Inc. / Pulte Homes
Pulte&rsquo's objective was to create a social community, where homebuyers could draw inspiration of their future home. Fullscreen helped Pulte connect with their customers by focusing the brand’s content around helping fans build their final product. The engagement strategy involved unique content and appealing graphics, leading to increased brand awareness and more personalized conversations, making social the primary portal for direct communication between the brand and fans. Through “Ask Us!" posts and Q& As with designers, Pulte fostered emotional connections and further engaged with its audience.
Credits: Client - Diahann Young, Director of Digital Communication Client - Sarah Looney, Digital Communication Manager VP of Accounts - Caitlin Robertson Account Director - Alli Guglielmino Account Manager - Samantha Levey Account Coordinator - Sarah Minerella Creative Director - Alice Thomas Director of Strategy - Crystal Ackley Jr Art Director - Whitney Ewen Designer - Kaitlin Stewart Copywriter - Jamie Wetherbe; Elite SEM and American Home Shield Use Paid Search to Boost YoY Sales by Elite SEM for American Home Shield
American Home Shield tasked Elite SEM with growing sales volume via a mobile and increasing calls to their call center. By working with AHS’s business data, Elite SEM structured campaigns to coincide with profitable designated market areas across target market, where areas of greatest profitability received a larger share of the budget first, then cascading it by profitability tiers. This multi-faceted strategy resulted in a 30% increase in sales and 10% reduction in cost per sale, contributing to increased profit margins across the bottom line.
Credits: Shannon Greene, Account Lead at Elite SEM John Asbell, Director of Digital at ServiceMaster

Pharma/Health/Wellness: Campaign: AUVI-Q Returns to Market by MARC USA|Results:Digital for AUVI-Q/Kaleo Pharmaceuticals
AUVI-Q hoped to become a competitive #3 in the epinephrine space, which was massively dominated by Mylan’s Epipen brand. The goal was to push messaging addressing accessibility and out of pocket costs. Paid search rolled out a phased approach to market. The program proved so successful that demand exceeded production volume. AUVI-Q has increased their targeted number of leads by 20%, before increasing investment, and is now on a path to potentially become the #1 brand in the space, rather than #3.
Affiliated Agency: MARC USA|Results:Digital
Credits: Jason Russo, President-Boston, MARC USA|Results Digital Kym Recco, Account Supervisor, MARC USA|Results Digital Jonathan Kagan, Sr Director of Search & Biddable Media, MARC USA|Results Digital Eric Lucas, Search Associate, MARC USA|Results Digital; The Debate Headache by PHD for GlaxoSmithKline / Excedrin
On the day of the third Presidential debate, Excedrin launched an all-day campaign called #DebateHeadache with cheeky but unbiased tweets resulting in 3,100% increase in brand chatter. There were over100,000 engagements with @Excedrin tweets and over 80,000 mentions of #DebateHeadache. #DebateHeadache delivered 316 million impressions -- 3x as many impressions the average Super Bowl ad, for less than 5% of the advertising cost. The company experienced a one percentage point lift in market share, generating a sales lift of 10% versus the previous year.
Affiliated Agency: GlaxoSmithKline: Client PHD: Media agency Weber Shandwick: Public relations agency
Credits: Job title: Managing Director Full name: Bhaya Nabis Company: PHD Job title: Strategy Director Full name: Vito Ellison Company: PHD Job title: Associate Strategy Director Full name: Katelyn Pavloff Company: PHD Job title: Strategy Supervisor Full name: Leslie Kaalund Company: PHD Job title: Strategist Full name: Samuel Goodwin Company: PHD Job title: Group Director Full name: Amman Badlani Company: Resolution Media Job title: Social Media Associate Director Full name: Sara Tehrani Company: Resolution Media Job title: Social Media Associate Supervisor Full name: Nickolas Neuharth Company: Resolution Media Job title: Social Media Associate Strategist Full name: Julia Fuino Company: Resolution Media; Myrbetriq Country Music Association Awards (CMAs) Campaign by Astellas Pharma US, Inc. for Myrbetriq
Myrbetriq targeted women 45+ suffering from OAB. They’re vibrant active women who are forced to deal with a condition that prevents them from living their lives to the fullest. With the insight that 54% of women age 50+ listen to or buy country music the brand identified a partnership with the Country Music Association and ABC. The Myrbetriq CMA campaign was one of their most successful programs for driving brand inquiries.
Affiliated Agency: Pathway for media AOR, FCB Health for brand creative and Katalyst for digital creative
Credits: - Wendy Arnon, President, Pathway - Eileen Wrobel-Katz, Managing Director, Pathway - Janet Barnard, Group Account Director, Pathway - Linda Shapiro, Group Director, Pathway - Brent Heindl, CD, FCB Health - Sean Slackman, SVP, FCB Health - Joe Fisher, SVP Planning, FCB Health - Zea Figueroa-Dingels, Senior Account Director, Katalyst - Tim Lewis, VP Strategy, Katalyst.

Retail/E-Commerce: Our Name Is Our Biggest Problem, Too by Overstock.com for Overstock.com
Got to admit, just viewing the accompanying videos, I have a new appreciation for this brand! Overstock knew that people had the wrong idea about the brand and thought it sold overstocked goods. By playing off the name, it wanted to show that it sells the latest in home trends at Overstock prices. In the videos, we see people reacting to others with odd names followed by an explanation. "Our Name Is Our Biggest Problem, Too" pushes boundaries with humor, resulting in higher visits site-wide.
Affiliated Agency: Small Ax
Credits: RJ Macfarlane - Director (Small Ax) Lela Domex - Executive Producer (Small Ax) Jon Sideman - Executive Producer (Small Ax) Carlton Sugarcane - Production Manager (Small Ax) Aaron Syrett- Producer (Overstock); #SantaProject by Carat for Macy’s
With Macy's so connected to Santa and the spirit of Christmas, the brand was concerned that there is a growing cynicism about both so, via Carat, it created #SantaProject, whose goal was to collect expressions of belief that would drown out the skeptics. A TV spot during the annual parade kicked off the effort as well as a series of YouTube vids. Videos ran on Rocky channels targeted at parents and outreach included social channels to engage believers. Impressions over-delivered, as did much else.
Affiliated Agency: Figliulo & Partners (Creative Agency)
Credits: Ed Gorman Client President Carat Rachel Starr VP Carat Lisa Pece VP Carat Julie Kessler Director Carat Jayme Cangelosi Director Carat Megan Upah Director Carat EJ Ewald Associate Director Carat Erika Lutz Associate Director Carat Jennifer Fantin Supervisor Carat Lauren Femminello Associate Director Carat Hannah Jensen Supervisor Carat Melissa Galli Associate Media Planner Carat Bernice Clark SVP, Marketing Macy’s Holly Thomas Group VP Macy’s Lisa Follo VP, Marketing Macy’s Tessa Kavanaugh Director, Social and Emerging Platforms Macy’s Caryn Kaplan Director Macy’s; PUMALabs Launch by 1000heads for PUMA
For PUMALabs' new store launch, 1000heads mobilized Detroit sneakerheads by creating Snapchat-only campaign featuring geofilter ‘admit one’ tickets placed across over Detroit neighborhood hotspots. Partnering with local artists to design the geofilters, the agency dropped them in key locations in the lead-up to the store opening. Over 17,000 sneaker lovers spent 486 hours engaging with content and geofilters. All this successfully spread the word at street-level and set the Lab up for launch success.
Affiliated Agency: AdNauseum
Credits: Mike Davison - 1000heads Group Development Director Adam Woodley - 1000heads Managing Director Deanna Sandman - 1000heads Insights Director Mark Forster - 1000heads Insights Manager Aparna Kumar - 1000heads Senior Paid Media Manager Mara Panzar - 1000heads Creative Director Adam Goldman - 1000heads Motion Graphics Designer & Studio Operator Cass Megraw - 1000heads Senior Copywriter Christian Acker - AdNauseum Creative Director Stephen Marino - AdNauseum Videographer Brian Kelley - AdNauseum Photographer

Sports/Live Events: CMA Fest 2017 Recap Videos by Universal Music Group Nashville for Universal Music Group Nashville
Universal Music Group Nashville team needed to create an engaging way to recap each day of CMA events in a timely manner for thousands of fans who could not attend. The team captured footage throughout each day of CMA Fest. From fan club meet and greets and private shows to stadium shows, the UMGN team covered it all. At the end of each night, they compiled all of the footage into one video posted to social platforms in less than 12 hours.
Affiliated Agency: Parachute Media - Digital Marketing Agency Role: Assist in creating and executing digital marketing strategies for Universal Music Group Nashville.
Credits: McKenzie Smith, Parachute Media, Project Manager Heather Vassar – UMG Nashville, Digital Marketing Coordinator Tony Grotticelli – UMG Nashville, Sr. Director of Digital Development Dawn Gates – UMG Nashville, VP of Digital Marketing Theo Buckwald, Videographer & Editor, UMG Intern Marcayla Yaccino, Videographer & Editor, UMG Intern; ESPN Pick it to Give it Campaign by Resignation Media for ESPN
For the 2017 NBA Western Conference Finals and NBA Finals, ESPN wanted to drive tune-ins to games while also re-vamping their NBA viewer ratings. Enter theCHIVE's Pick it to Give it initiative -- a fully-interactive campaign that gave users the ability to make prop bets on each game with every winning bet sending donations to theCHIVE's national charity. Through a mix of high-impact, interactive media, the campaign saw over 12,000 votes and raised $10,000 for Chive Charities throughout the course of the playoffs.
Affiliated Agency: Starcom Chicago
Credits: Albert Briggs, VP Sales & Brand Strategy, Resignation Media Matty Lee, VP Sales, Resignation Media Andrew Meeks, Account Director, Resignation Media Jill Broek, Director of Brand Strategy, Resignation Media Kirsten Ketchmer, Brand Activation, Resignation Media Jonathan Montaos, Sr. Brand Strategist, Resignation Media Garrett Holmes, Director of Content, Resignation Media Drew Murray, Brand Strategy Editor, Resignation Media Cameron Berkman, Executive Producer, Resignation Media Stacy Mann, Production Manager, Resignation Media Serena Chen, Campaign Manager, Resignation Media Brad Retzloff, Ad Trafficker, Resignation Media PJ Thompson, Director of Sales Operations, Resignation Media Allan Cantu, Ad Ops Manager, Resignation Media, Alex Kramer – ESPN, Hannah Kronick –ESPN, Jill Devaney – Starcom, Bilal Kazmi – Starcom, Josh Villanueva – Starcom,Danny Payne – Starcom, Juan Huerta – Starcom; The Ultimate Showdown by MullenLowe Mediahub for Netflix -- Iron Fist
A campaign for the Netflix launch of their original show, Marvel’s Iron Fist tapped into the organization representing the fastest growing sport (mixed martial arts), UFC, a perfect alignment with Iron Fist’s testosterone-packed fight scenes. Conor McGregor and sports leader ESPN were tapped to participate in a video series that chronicled the story of a fictional fight between ESPN anchor Stan Verrett and Conor McGregor. ESPN content garnered 41M impressions, (42% percent was earned media from press/social). UFC content reached 5M people.
Credits: Netflix: Chris Lee, Marketing Director, UCAN Aaron Jones, Marketing Manager, UCAN MullenLowe Mediahub: John Moore, Global President Sean Corcoran, Director of the Americas Laurel Boyd, Director of Media Content & Innovation Christine Bradt, Group Media Director Michelle Blaser, Associate Media Director Simeon Edmunds, Associate Director, Media Content & Innovation Ali Sakai, Senior Digital Media Planner Talia DeFranco, Media Planner Caroline Winslow, Assistant Media Planner Kaitlyn Soro, Associate Media Director, Video Investments Brendan Marrese, Associate Media Director, Video Investments

Technology : Hardware: Logo Snow Days @Aspen Gay Ski Week & AT&T by Viacom Velocity for AT&T
AT&T challenged Logo with bringing their “keeping people connected/mobilizing your world” thematic to life with a campaign that was aligned with Logo’s Snow Days @ Aspen Gay Ski Week. The campaign had to be rooted in social but able to live across multiple platforms. AT&T and Logo partnered to bring all the excitement that Aspen had to offer to our fans in a special program that lived across multiple platforms.
Credits: •Amy Wigler, SVP, Integrated Marketing – Viacom Velocity •Erin O’Keefe, VP, Integrated Marketing – Viacom Velocity •Kate Renaud, Sr. Director, Integrated Marketing – Viacom Velocity •Felix Colon, Sr. Manager, Integrated Marketing – Viacom Velocity •Jacqueline Vinci, Manager, Integrated Marketing – Viacom Velocity •Cristina Recino, Coordinator, Integrated Marketing – Viacom Velocity; Google Store: #HolidaysByUs by FleishmanHillard for Google Store
Research shows that holidays are filled with beloved traditions, but it’s also a time when stress levels run high. To stand out in a crowded market, new kid on the retail block, Google Store, needed to forge its own path to “winning” the holiday season by delighting customers without adding stress. Enter #HolidaysByUs. A user-generated content and engagement campaign that prompted users to share their holiday traditions with Google Store. In return, Google Store surprise-and-delighted users with custom responses and giveaways.
Credits: Strategy Lead: Callie Grant, FleishmanHillard Account Lead: Gwen Foutz, FleishmanHillard Design Lead: Arnold Mateos, FleishmanHillard Analytics Lead: Lauren Hoffman, FleishmanHillard Engagement Lead: Jill Dougher, FleishmanHillard Campaign Lead: Harish Kilaru, Google Store; A Hero Inside Us All by Mediabrands SF for GoPro / GoPro Hero 5
GoPro, the world’s preeminent action camera, was in need of an always-on campaign that could create consideration and drive conversion of GoPro's cameras and other products. The complexities were immense, as we needed to take into account cultural, regional, and seasonal sensitivities in a way that resonated with consumers on a personal level while ensuring that the features, capabilities and value of the GoPro's versatility and durability shone through.
Affiliated Agency: Media Agency: UM SF; Ad Tech: Cadreon
Credits: Leanne Johnson, Sr. Director of Social and Digital Marketing, GoPro; Sacha Coates, Global Advertising Manager, GoPro; Eric Flynn, Associate Creative Director, GoPro; Allie Menge, Creative Project Manager, GoPro; JP Aguirre, EVP Global Managing Partner/Co-Managing Director UM SF, MediaBrands Worldwide; Suraj Gandhi, VP Group Director Addressable Content, MediaBrands Worldwide; Lauren Reeves, VP Group Partner Partner Programs, MediaBrands Worldwide; Joseph Tagle, Manager Digital Production, MediaBrands Worldwide; Kirk Landgraf, VP Partner Portfolio Management, MediaBrands Worldwide; Allison Kaemmer, Senior Manager International Portfolio Management, MediaBrands Worldwide; Chelsea Donlin, Manager International Portfolio Management, MediaBrands Worldwide; Jenna Millan, Manager Portfolio Management, MediaBrands Worldwide; Steven Jackson, Sr. Associate Portfolio Management, MediaBrands Worldwide; Brian Kong, Manager International Ad Operations, MediaBrands Worldwide; Ethan Melnick, Associate Ad Operations, MediaBrands Worldwide; Troy Tibbals, VP Finance Director, MediaBrands Worldwide

Technology/Web Services: CableMover Campaign by Goodway Group for Cable & Telecommunications Association for Marketing (CTAM)
Goodway Group has partnered with the Cable & Telecommunications Association for Marketing (CTAM), a nonprofit marketing communications organization for the cable industry, on its CableMover® initiative since 2011. CableMover® aims to keep moving customers in the cable sphere, rather than cord-cutting or switching to satellite or fiber optic services.
Credits: Mohib Ahmad, Director, Digital Marketing & Operations, CTAM Deepa Venkataraman, VP of Consumer Marketing, CTAM Cameron Jolley, Sr. Data Analyst, CTAM Mark Snow, VP/GM of Consumer Marketing & Insights, CTAM
Mary Frazier, Principal Media Trader, Goodway Group Susana Fong, Client Campaign Manager, Goodway Group Bryan Shaw, SEM Team Lead, Goodway Group Shireen Saifee, Senior Ad Ops Manager, Goodway Group Lori Hickman, Account Manager, Goodway Group Chris Dittmore, Senior Vice President of Sales, Goodway Group; “Did you mean MailChimp…?” by PHD for MailChimp
MailChimp gained notoriety in 2014 when sponsoring the cult podcast, Serial. In it, the brand’s audio ad had a moment where people mispronounced it – calling it “MailKimp’ instead of ‘MailChimp’. This small mispronunciation became a meme, and took on a life of its own. Taking advantage of this moment, the brand created a campaign around exactly that: stuff that sounds like the word MailChimp.
Affiliated Agency: MailChimp: Client PHD: Media agency Droga5: Creative agency Outdoor Media Alliance: Outdoor agency Resolution Media: Social agency
Credits: Job title: President Full name: Briony McCarthy Company: PHD Job title: Group Account Director Full name: Ji Kim Company: PHD Job title: Associate Director, Digital Full name: Tina QU Company: PHD Job title: Group Director, Marketing Science Full name: Phil D’Addio Company: PHD Name: Alyson Civitano Company: PHD Position: Associate Director, National Broadcast Investment Name: Tiffany Icaza Company: PHD Position: Associate Director, National Broadcast Investment Name: Stephen Angelovich Company: Outdoor Media Alliance Position: Supervisor Name: Tom Klein Company: MailChimp Position: CMO Name: Mark DiCristina Company: MailChimp Position: Director of Brand Marketing Name: Sean Cook Company: MailChimp Position: VP of Marketing Name: Todd Dominey Company: MailChimp Position: Sr. Director of Design Name: Amy Sturgill Company: MailChimp Position: Director of Marketing Operations Name: Palmer Houchins Company: MailChimp Position: Senior Marketing Manager Name: Don Shelford Company: Droga5 Position: Group Creative Director Name: Julie Matheny Company: Droga5 Position: Senior Copywriter Name: Matt Rogers Company: Droga5 Position: Senior Art Director Name: Ryan Snyder Company: Droga5 Position: Copywriter Name: Katie Willis Company: Droga5 Position: Art Director Name: Katie Coane Company: Droga5 Position: Strategy Director Name: Justin Pak Company: Droga5 Position: Senior Strategist Name: Midori McSwain Company: Droga5 Position: Strategist Name: Elsa Stahura Company: Droga5 Position: Senior Communications Strategist Name: Taylor Hines Company: Droga5 Position: Senior Communications Strategist Name: Lily Ng Company: Droga5 Position: Data Strategy Director Name: Bethany Bengtson Company: Droga5 Position: Data Strategy Director Name: Kaveri Gautam Company: Droga5 Position: Data Strategist; How iCrossing Helped AT&T Launch DIRECTV NOW & Obtain 1.2MM Subscribers by iCrossing for DIRECTV NOW
In late 2016, AT&T partnered with iCrossing to launch their new streaming TV service, DIRECTV NOW. AT&T challenged the agency to quickly raise product awareness, generate traffic and to obtain a healthy subscriber base. To tackle these business objectives, the iCrossing SEO, Display, SEM and Analytics teams worked together to develop a full funnel performance engine designed to deliver results. First, to have a strong launch, the SEO team applied a unique technique to ensure that DIRECTVNOW.com was ranking #1 from the first day.
Credits: Claudia de Coux - Associate Director, Owned Media - iCrossing Aimee Stair - Senior Analyst, Owned Media - iCrossing Samantha Benedict - Manager, Analytics - iCrossing Jonathan Gorelick - Supervisor, Analytics - iCrossing Josh Munzenrider - Supervisor, SEM - iCrossing Michael Tomczyk - Senior Analyst, SEM - iCrossing Tae-Seung Kim - Analyst, SEM - iCrossing Krishna Jugmohan - Senior Media Planner, Display - iCrossing Ainsley Edstrom - Media Planner, Display - iCrossing Hani Khatib - Digital Media Director, Display - iCrossing

Travel/Tourism Campaigns: Discover Your Aloha by Expedia Media Solutions and The Hawai'i Tourism Authority for The Hawai'i Tourism Authority
Hawai’i Tourism Authority launched “Discover Your Aloha,” using facial recognition software and drone footage to personalize campaigns and increase tourism. As a video played, the tech determined which piece of stunning footage resonated most positively with viewers — then created a customized travel guide. Users could book travel plans based on a favorite itinerary via the microsite. Over 30% of users clicked on the ‘Book Now’ button on their custom itineraries beating the usual 10% average.
Affiliated Agency: Realise, Customer Experience Agency ; Mustache, Creative Agency ; FX Group, Production Company ;Sky’s the Limit, Photography and Videography Company
Credits: Leslie Dance, Vice President, Marketing and Product Development, The Hawai’i Tourism Authority Randy Baldemore, COO, The Hawai’i Tourism Authority; The hidden gems of Norway by VG Partnerstudio for Innovasjon Norge
Innovation Norway maintains the Visitnorway.no website for travels to the country. However, the latest tourism campaign targeted Norwegians and suggested domestic travel — exploring different cultures, local cuisine — for future trips. Bygdekmapanjen, a series of articles was launched to helped make Norway an attractive visitor destination for residents. Two Teams, with one journalist and one videographer, toured various regions to highlight local wonders. And it worked. The articles gained a total 727,677 page views.
Affiliated Agency: Mediacom (media agency)
Credits: Håvard Winstad (Strategic manager, Mediacom) Christian Gundersen (Mediacom) Ingrid Nærnes (Innovasjon Norge) Kristin Bennick (Innovasjon Norge) Felicia Alvsing (VG Partnerstudio) David Tvetene Gustavsen (VG Partnerstudio) Erik Haugen Aspaas(VG Partnerstudio) Siri Holtnæs (VG Partnerstudio) Merethe Gamst (VG Partnerstudio) Tor Orset (VG Partnerstudio); Delta "Two Words" by Moxie for Delta Air Lines
Traveling during the holidays is always stressful, but Delta’s TV campaign kept the focus where it belongs —on family. And it underscored the emotional power of two words: just landed. We may have different traditions, but we share the same response at the joy of togetherness. Cue the cinematography and uplifting music. Delta accentuated the positive, highlighted that key connection. “Two Words” racked up 20 million impressions across Facebook and Twitter. Less is more.
Credits: Delta Julieta McCurry, MD Marketing Communications Amy Harry, GM Brand Communications Ryan McFerrin, Manager Brand Communications Alison Arons, Manager National Brand Communications Carly Ginburg, Social Media Specialist Moxie Erik Hostetler, SVP, Executive Creative Director Brandon Hampton, Associated Creative Director Jenny Carbonell, Senior Art Director Carly Stember, Copywriter Stephanie Singleton, Producer Eric Bray, Senior Content Editor/Videographer Stephanie Wierwille, VP, Content Strategy Kyle Lusk, Director, Brand Planning Julia Fox, Associate Brand Planner Emmakate Young, Account Director Ryan Giesen, Senior Account Manager Keisha Ffrench, VP, Group Program Director Kristin Richards, Project Manager

Website Campaign: BASIC Brandbeats by BASIC for BASIC
What started as an idea to combine music with industry discussions has grown into a platform with 20k+ listens per episode. Brandbeats platform is the fully responsive site that features contextual audio player allowing users to track the progress of each episode and pick up where they left off. Brandbeats also boasts a custom soundbar for each episode making it easy to scrub between important topics and key takeaways. A series of micro-animations and smooth page transitions bring the experience to life.
Credits: BASIC CEO & Executive Creative Director - Matt Faulk BASIC Associate Creative Director - Erwin Hines BASIC Sr. Designer - Eric Atwell BASIC Developer - Michael Klein; My Lease On Life by Springbox for The Nitsche Group
As an insurance company with a wide range of offerings for large corporations, The Nitsche Group tasked Springbox with making smaller scale offerings appealing to the younger, first-time insurance buyers. The solution came in form of an on-brand landing page unique to first-time customers paired with a sleek form that captured interest on the specific offer. A set of short videos provided easily digestible and relatable content to educate users as well as retarget them, resulting in a 27% increase in personal insurance sales.
Credits: Amalia Hardee - Senior Account Manager Emma Stephens - Senior Art Director TJ Martin - Front End Developer Danny Bravens - Videographer; #BerryTogether Campaign by Driscoll's for Driscoll's
This summer, Driscoll's debuted #BerryTogether campaign featuring a 3D art installation in the middle of a park where visitors were invited to activate the music and be rewarded. Authentic interactions captured in a video resulted in a spot that was hosted and shared across social, harnessing millions of views in weeks of the spot’s launch. Driscoll's ran tasting events in the Twin Cities and a social sweepstakes on Twitter and Instagram, where the best images of berry eating could win a family trip to California.
Affiliated Agency: Hand Crank Films
Credits: Driscoll's Brand Marketing Team: Fran Dillard - Director of Marketing Kim Allen - Marketing Coordinator Diane Ellis Scalisi - Marketing Coordinator Jamie Bassmann - Marketing Coordinator Annie Duner - Marketing Coordinator Alicia Weber - Events Manager Guillermina Medrano - Administrative Assistant Natasha Guaracha - Marketing Coordinator Amanda Partney - Marketing Coordinator Laudan Yavari - Marketing Coordinator Carly Norris - Events Coordinator

Website: Business-to-Business: Opus Bank Website by Mindgruve for Opus Bank
Just like average consumers, business clients love friendly and familiar service. Taking that insight to heart, Opus Bank and Mindgruve developed a website that immediately matches visitors with an actual banker. After that friendly welcome, existing and potential clients can enjoy the sites’ consolidated navigational architecture, and -- thanks to geo-location features -- easier discovery of division heads, branches and bankers. Taken together, the redesign ensures that visitors understood how Opus Bank’s service approach is truly unique.
Credits: Lead Design - Armando Medina Art Direction - Michael Tussey Creative Director - Clint Walden Production Designer - Nick Castro Backend Developer - Kevin Simpson Frontend Developers - Westley Marchment, Tom Tenoever PM - Natalie Wayte; BASIC Agency Site by BASIC for BASIC
Given its design expertise and impressive client list from Nike to Playstation, it’s no surprise that Basic smacked its latest site redesign out of the park. Like magic, the new site somehow achieves a minimalist feel without ever leaving visitors wanting for engaging content. As one gets sucked deeper and deeper into the site, images, text, and video weave together seamlessly to tell stories big and small. Throughout, the overarching message is that clients’ strategy and design work will be in good hands with Basic.
Credits: BASIC CEO & Executive Creative Director - Matt Faulk BASIC Creative Lead - Andrew Yanoscik BASIC Sr. Designer - Veronica Cordero BASIC Developer - Jacob Fisher; UCI Corporate Site by Ready Set Rocket for Univision Communications Inc.
Against the backdrop of a politically polarized nation, Ready Set Rocket was given the difficult task of positioning Univision as the voice of a new America. To do so, the agency developed a platform that was welcoming to existing as well as potential business partners alike. The site transformed media buying into an easy and immersive experience, while the agency encouraged relationship building with marketers through a CRM program. The result was a platform worthy of the fourth largest media company in the United States.
Affiliated Agency: N/A
Credits: Senior Director of Corporate Marketing, Univision - Laura Merle Cofounder/Chief Strategist, Ready Set Rocket: Alex Lirtsman Cofounder/Executive Creative Director, Ready Set Rocket: Aaron Harvey Partner/VP Client Services, Ready Set Rocket: Lauren Bello Production Director, Ready Set Rocket: Cristina Alberto Technical Director, Ready Set Rocket: Gareth Price Developer, Ready Set Rocket: Melissa Clausse Senior Art Director, Ready Set Rocket: Amanda Ford Account Manager, Ready Set Rocket: Mike Shannon Digital Strategist, Ready Set Rocket: Kitty Tsang

Best Relaunch of Causes/Charity/Non-Profit Organization Website: Amplifying the Mission: BGCA Site Redesign by PMX Agency for Boys and Girls Clubs of America
BGCA and PMX Agency created a site that amplified the BGCA mission, and catered to its diverse audiences: parents, teens, educators, alumni and supporters. To accommodate these audiences, BGCA introduced a “self-selecter” on the homepage to guide them. The site is accessible, upbeat and welcoming. The feedback from actual users was positive. Traffic increased 28%, and visitors to “Find a Club” went on to discover local club sites. The new site saw a 13% increase in “Donate Now” conversion rates.
Credits:
Billy Grace: Director of Digital Strategy, BGCA; Jonathan Karron: National VP of Brand & Digital Strategy, BGCA;
Johanna Isler: Brand & Digital Marketing Specialist, BGCA; UL Xplorlabs by Genuine for UL
The demand for scientific literacy is acute. But getting kids on board with STEM (science, technology, engineering and mathematics) is another story. What if middle-school students saw science and engineering as compelling? That inspired UL and Genuine to create XplorLabs, a virtual safety science-education platform. The open learning is interactive, with videos and hands-on activities. Stuff breaks and blows up. The challenge is to study phenomenon — overheating laptops to exploding hoverboards — and apply safety science to fix it. The site makes learning cool.
Credits: Jen Poirier, Senior VP Client Services Josh Hoekwater, VP Group Account Director Andrea Palumbo, Producer Stephen Potter, SVP Creative Director Justin Poirier, Director of Video Alex Morrow, Sr. Editor and Videographer Jared Flynn, Sr. Motion Graphics Artist Elizabeth Giuggio, Associate Creative Director Tim Dwyer, Sr. Designer Joe Magner, Director of UI Ryan Brooks, Sr UI Developer; Join4Kami.org by Ciceron for Be The Match / Ciceron
Sometimes, the one can represent the many. Ciceron and Be The Match targeted the African American community to find a bone marrow match for Kamryn, a young girl suffering from sickle cell anemia. By making it personal, it highlighted need in real time. Using audience segmentation and interest-based targeting was invaluable. Some 80% of registrations for Kamryn came from African American females, a tough demo to reach. Plus, education and awareness were critical to increasing registered donors for all blood cancer patients.
Credits: Amy Alegi, Vice President of Marketing, Be The Match Tom Clemens, Director of Strategic Marketing, Be The Match Megan Breger, Strategic Marketing Specialist / Acquisition, Be The Match Kraig Larson, Founder & Chief Experience Officer, Ciceron Julie Verhulst, Vice President of Strategy, Ciceron Jody Biagini, Senior Project Manager, Ciceron Ashley Evenson, Director, Digital Media Group, Ciceron Amber Verhulst, Paid Media Strategist, Ciceron Phil Davis, Social Marketing & Advertising Strategist, Ciceron

Entertainment: Games/Movies/Music/Sports/TV: Record Store Day 2017 by Universal Music Group Nashville for Universal Music Group Nashville
Rising interest in actual vinyl records still is music to one’s ears. In that regard -- Record Store Day -- is a big promo push. Universal Music Group Nashville team went to new heights this year -- with a video featuring Eric Church’s song “Record Year” featuring vinyl records, colored red and black, rolling across different Nashville scenes, bridges, noted architectural buildings on their way to a local record store. Church’s album went to its own record, including 27.3 million views of the song's video.
Affiliated Agency: Parachute Media - Digital Marketing Agency Role: Assist in creating and executing digital marketing strategies for Universal Music Group Nashville.
Credits: Heather Vassar – UMG Nashville, Digital Marketing Coordinator Tony Grotticelli – UMG Nashville, Sr. Director of Digital Development Dawn Gates – UMG Nashville, VP of Digital Marketing McKenzie Smith - Parachute Media, Project Manager Kevin Welch - Parachute Media, Director/Producer James Vadnais - Parachute Media, Cinematographer; Josh Turner “Deep South” Instagram Takeover by Universal Music Group Nashville for Universal Music Group Nashville - Josh Turner
Deepening music ties with Instagram can offer potential music consumers big engagement. For Josh Turner’s “Deep South”, the music label design a six "square" Instagram promotional marketing piece. Users clicked on each square to play different aspects of the album -- including an acoustic performance, a lyrical music piece and other elements. The album debuted number one on Billboard’s Top Country Albums, with “Hometown Girl” climbing into country radio’s Top 10. The song tallied 100,000 in digital unit sales and 65 million total streams.
Affiliated Agency: Parachute Media - Digital Marketing Agency Role: Assist in creating and executing digital marketing strategies for Universal Music Group Nashville.
Credits: Sam Frawley / James Vadnais - Parachute Media, Creative Coordinators McKenzie Smith - Parachute Media, Project Manager Heather Vassar – UMG Nashville, Digital Marketing Coordinator Bryan Chisholm – UMG Nashville, Digital Marketing Manager Tony Grotticelli – UMG Nashville, Sr. Director of Digital Development Dawn Gates – UMG Nashville, VP of Digital Marketing; Sky Zone Website Redesign by HYFN for Sky Zone
Consumer entertainment can be up and down -- as the trampoline business might know. Since 2004, Sky Zone built a franchise network of 150 indoor trampoline locations. Now, looking to rebrand -- but not to alienate its core mom-and-youngsters customers -- franchisees could compete individually in local markets, as well as the company offering better social media and website design options. The results came with a definite bounce -- same park year-over-year sales have increased 15%; conversions to local park pages grew two-fold.
Credits: Scott Mallone, ECD (HYFN) Love Streams, Account Executive (HYFN) Nick Boes, Group Creative Director (HYFN) Jonathan Miller, Senior Copywriter (HYFN) Brett Beynon, Art Director (HYFN) Geoff Roseborough, Interactive Designer (HYFN) Peter Pouliopoulos, EVP, Client Partnerships (HYFN) Daniel Leavitt, VP, Technology (HYFN) Owen Masback, Senior Developer (HYFN) Tom Krenzke, Senior Developer (HYFN) Scott Wilson, Senior Developer (HYFN) Melanie Windh, Developer (HYFN) Jeff Platt, CEO (Sky Zone) Josh Cole, CMO (Sky Zone) Katie Josephson, Senior Marketing Manager (Sky Zone)

Website: Fashion/Beauty/Cosmetics: Chrome Industries eCommerce Platform by BASIC for Chrome Industries
Making the complex simple is Chrome Industries' unique selling proposition, and it shows in this newly designed website. It is intuitive and rewarding, allowing users to purchase a product by hovering over it, selecting color and size and adding it to their carts. The use of eight urban hubs in the design also makes the loyal fan base feel right right at home. Mobile conversion is up by 30%, mobile transactions are up by 54% and mobile revenue is up by 63%. Simple!
Credits: BASIC CEO & Executive Creative Director - Matt Faulk BASIC Associate Creative Director - Erwin Hines BASIC Sr. Designers - Sun Beom, Ryan Vancil BASIC Developer - Jacob Fisher; KEEN eCommerce Platform by BASIC for KEEN
The site demonstrates in vivid imagery how passionate Keen is for what is possible and its love of the outdoors. Easily navigable, the platform provides several paths to purchase and allows users to get lost and explore without ever leaving the option to buy products. New design language carries the Keen character throughout.
Credits: BASIC CEO & Executive Creative Director - Matt Faulk BASIC Associate Creative Director - Erwin Hines BASIC Creative Lead - Andrew Yanoscik BASIC Sr. Designers - Veronica Cordero, Sun Beom BASIC Developers - David Robbins, Constantine Kiriaze, Michael Klein; bareMinerals: Beauty Made Easy by Fluid for bareMinerals
Fluid took note of BareMinerals' customers' desire to be natural, easy and carefree. It designed an experience that ties together the brand's product lines, business ventures, social strategies and customer bases. Shopping is frictionless and pairs nicely with social content, advice, tips and a destination that epitomizes the natural look and diversity of BareMinerals. Thanks omnichannel experience combines to present an commerce site that fits the brand and its customers' expectation.
Credits: Michael Janiak - VP, Creative Melissa Jones - Account Director Pallavi Aurora - Project Manager Erica Strandberg - Art Director Alex Mustacich - Sr. Designer James Zulkie - UX Designer Ashley Auld - UX Director Alex Mammorsky - Sr. UX Design Chetan Kotek - Sr. Developer Jamie Kimmel - Sr. Developer

Health/Wellness Website: HelloFlo - Normalizing the Conversation About Women's Bodies by SheKnows Media for SheKnows Media
SheKnowsMedia’s HelloFlo was created by Naama Bloom to normalize the conversation about women's bodies. Authentic content from editors and contributors run the gamut from what to expect during pregnancy, post-baby, puberty and menopause. HelloFlo also hosts a live event series called Wine + Gyn that can be sponsored by health-minded companies such as Vagisil and AbbVie. The presentations give real women a chance to hear from a panel of experts in their field about a wide range of topics.
Credits: Philippe Guelton, SheKnows Media CEO Samantha Skey, SheKnows Media President Naama Bloom, SheKnows Media SVP Integrated Marketing and HelloFlo Founder Elizabeth Yuko, Ph.D., Health & Sexuality Editor, SheKnows Media; myeyelove.com by Shire for eyelove
The goal of the Eyelove campaign was to show just how much Chronic Dry Eye interrupts the lives of sufferers and to inspire them to chat with their doctor. The target, women over 40, tend to chalk symptoms up to aging and self-treat with over-the-counter eye drops.Intended to be educational and empowering, the website was designed with a magazine-style look and a friendly “girlfriend” tone. It encouraged women to appreciate all of the wonderful things their eyes show them.
Affiliated Agency: Digitas Health, Creative Agency
Credits: Collette Douaihy – SVP Creative, Digitas Health Andy Saucier - VP/D Creative, Digitas Health Jon Oliver – ACD Copy, Digitas Health Allie Gewertz – ACD Design, Digitas Health Paul Triggiani – Motion Media Geoff Yoskin – Motion Media Vic Noble – Head of Marketing, Shire Michelle - Consumer Marketing Lead, Shire Theodora Tamer – Shire Robert Middien - Shire Kelly Kvitka - VP/GD Account, Digitas Health Caitlin Pemberton Group Account Supervisor Account, Digitas Health Mara Rueter – Group Account Supervisor Account, Digitas Health Joann Famular – VP/D Project Management, Digitas Health Jill Kaufmann - SVP Planning, Digitas Health

Website; Retail/Restaurants: Domino's Wedding Registry by CP+B for Domino's
The Domino's Wedding Registry allows engaged couples to ask for pizza as wedding gifts. The company advertised the registry via print ads, Pinterest banners and disrupting a wedding planning exhibition. The campaign garnered 1 billion media impressions in the first 7 days. The platform has received more than 400,000 page views from 165 countries so far. Since its launch, 3,000 registries have been created at DominosWeddingRegistry.com, and nearly $1,000,000 worth of pizza has been registered.
Credits: VP/CHIEF CREATIVE OFFICER: Ralph Watson EVP/EXECUTIVE CREATIVE DIRECTOR: Tony Calcao CREATIVE DIRECTOR(S): D'Arcy O'Neill, Kelly McCormick VP/CREATIVE DIRECTOR(S): Peter Knierim, Andrew Lincoln VP/EXECUTIVE CREATIVE DIRECTOR: Matt Talbot ASSOCIATE CREATIVE DIRECTOR(S): Marthon Pucci, Brian Caruso CREATIVE TEAM: Mariangela McMurray, Mackenzie Gire SR. DESIGNER: Victor Won DIGITAL DESIGNER: Erin Chan, Chad Kirsebom EXECUTIVE CREATIVE TECHNOLOGY DIRECTOR: Joe Corr, Harold Jones TECHNICAL LEAD: Anthony Chavez VP/EXECUTIVE PRODUCER(S), INTERACTIVE: Dan Corken, Stafford Bosak PRODUCER, INTERACTIVE: Becca Manning ACCOUNT DIRECTOR(S): Jacqueline Redmond, Alex Guerri MANAGEMENT SUPERVISOR: Brittany Tangsrud CONTENT MANAGER: Sam Carolan EXPERIENCE DIRECTOR: Rich Giuliani SENIOR EXPIERIENCE DESIGNER: David Clements BUSINESS AFFAIRS: Katherine Graham-Smith; Injinji by Digital Operative, Inc. for Injinji
Injinji, the performance toe sock brand, partnered with Digital Operative, a digital agency, to launch a new ecommerce experience for consumers that focuses on better product education, interactive merchandising, and social proof. For a brand that strives to provide products of the highest quality and performance, it was essential that Injinji's digital presence provide the same attributes online. Digital Operative achieved this through a fully responsive and interactive website featuring high quality imagery, enticing content, and an ecommerce experience that captures the brand’s core values
Credits: Digital Operative, Inc.; Chrome Industries eCommerce Platform by BASIC for Chrome Industries
Chrome's new site enables users to hover over a product, select a color and size, and add it to their cart. The site also enables users to shop for products based on location, and on what's popular. Since the platform's launch, Chrome has seen a 16% increase in overall transactions. The new user interface helped increase mobile conversion by 30%, contributing to a 63% increase in mobile revenue.
Credits: BASIC CEO & Executive Creative Director - Matt Faulk BASIC Associate Creative Director - Erwin Hines BASIC Sr. Designers - Sun Beom, Ryan Vancil BASIC Developer - Jacob Fisher

2017 Finalists

Online Advertising Creativity

Online Marketing