While baking, a 96-year-old grandmother recited a 1940s jingle for Carnation’s Evaporated Milk. Her lyrics got a sassy update and a posting on her granddaughter’s TikTok, earning 16M views! Carnation ran with the momentum, teaming with The Gregory Bros, who helped make “The Corn Kid” popular. They remixed the video and posted it on social networks. “Cooking Across Generations” was added as a Carnation TikTok challenge, encouraging families to share baking memories. The result? A 6% lift in brand awareness and 2.6M engagements.

Credits: Gabe Gordon, CEO, Reach Agency Isabelle Eckel, Account Manager, Reach Agency Majah Carberry, Influencer Marketing Director, Reach Agency Brad May, VP of Creative & Strategy, Reach Agency McKenzie Fields, Strategy Director, Reach Agency Tommy Nguyen, Junior Strategist, Reach Agency Lauren Gardiner, Senior Creative Producer, Reach Agency Ally Kroeckel, Social Content Creator, Reach Agency

Cartier sought to showcase these distinctive features of the Santos’ Men’s watch through a combination of across-screen premium formats, including Connected TV (CTV) native with 3D ad units targeting luxury consumers, and interactive in-stream 3D ads on the premium open web. They set out to create brand awareness for the company’s Santos’ Men’s watch. The campaign successfully achieved premium reach by delivering content to high-value audiences across screens, drawing 6,850,694 total impressions through 10,169 clicks and 2.45MM impressions for its CTV Native 3D unit.

Credits: Teads Studio, Teads, marketing-us@teads.com Lily Givoni, Head of Luxury, US, Lily.givoni@teads.com

The Flamin' Hot University campaign was launched during a student-loan crisis, when graduates of historically Black colleges and universities (HBCUs) in particular faced debt challenges. Featuring recipes, TikTok creator content and FU-themed school merchandise, it drove 4.2 billion earned media impressions and 1.5 million engagements across social -- 53x higher than the benchmark. The site drew 43,000 visitors, with an 85% lift in Flamin’ Hot product sales from the digital marketplace -- and the campaign raised $175K to send HBCU students to school.

Credits: Ad Agency: Goodby Silverstein & Partners Client: Frito Lay Title of Creative Work: Flamin University Live Date: September 2023 Creative Co-Chairman: Jeff Goodby Co-Chairman: Rich Silverstein CCO: Margaret Johnson Creative Director: Stefan Copiz & Eamonn Dixon Associate Creative Director (Art): Ricardo Matos Associate Creative Director (Writer): Patrick Matzenbacher Associate Creative Director (Writer): Otto Pajunk Copywriter: Clark Chamberlin Art Director: Jason Gan Production Head of Production: Jim Haight Executive Producer: Sara Ward Executive Producer: Nick Miller Producer: Nick Goldsmith Art Producer: Noah Dasho Photographer: Quinn Gravier Account Services Group Account Director: Chris Nilsen Account Director: Mckenzie Badger, Katie Rubin Account Manager: Ellen Miller, Daney Ramirez, Caroline Lee Assistant Account Manager: Caleb Mahlungulu Brand and Communication Strategy Brand Strategy Director: Cassidy Wilber, Shaza Elsheshtawy, Gabriella Dishotsky Group Communication Strategy Director: Caitlin Neelon Communication Strategy Director: Jacob Sperla Brand Strategist: Kelly Kikuchi Junior Communication Strategist: Mahima Silwal Business Affairs Director of Business Affairs: Judy Ybarra Business Affairs Manager: Howie Mapson Broadcast Traffic Manager: Rowena Cuejilo Production Company Company name: Prettybird Director: Calmatic Director of Photography: Logan Triplett Executive Producer: Jeanne Stawiarski Producer: Dennis Beier Production Designer: Christian Zollenkopf Editorial Company Company name: Arcade Edit Editor: Kyle Brown Cutting Assistant: Paulo Miramontes Assistant Editor: Fernando Raigoza Senior Producer: Tom Barnett and Alexa Atkin Berman Head of Production: Megan Dahlman Executive Producer: Crissy DeSimone Telecine Company name: JAMM Colorist: Adam Scott Color Assist: Carver Moore Color Producer: Jon Lazar Executive Producer, Color: Asher Edwards VFX/Finishing Company name: JAMM Executive Producer: Asher Edwards Producer: Justine Pregler and Anne-Marie DePauw Artists: Patrick Munoz VFX Supervisors: David Mellor and Patrick Munoz Company name: JAMM VFX Supervisors and Lead Compositor: Patrick Munoz Set Supervisor: David Mellor Flame Artist: Tim Robbins Flame Artist: Mark Holden Flame Artist: Alex Snookes Flame Artist: Ryland Johnson Nuke Artist: Kevin Pierce Nuke Artist: Jake Bohringer CG Supervisor: Zak DiMaria CG Artist: Ana Blanco CG Artist: Shao Chen CG Artist: Elyse Resseguie Producer: Justine Pregler Production Coordinator: Anne-Marie DePauw Executive Producer: Asher Edwards Mix Company name: Lime Senior Engineer: Joel Waters Assistant Engineer: Kris Huayta Producer: Cassie Underwood Executive Producer: Susie Boyajan Media: OMD Group Media Director, Integrated Planning: Kim Forrester Associate Director, Integrated Planning: Allison Gordon Manager, Integrated Planning: Shayna Butera Manager, Integrated Planning: Rachel Jadis PR: Ketchum Vice President, Group Manager: Travis Culver Vice President: Jacqueline Jones Account Supervisor: Kelsey Maddoux Social: Vayner VP Group Account Director: Anne Flavin Account Director: Alaina Zuniga Associate Strategy Director: Seva Mangat Associate Strategist: Emma Hochman Strategist: Olayinka Ajibola Associate Creative Director: Ben Schneider Associate Creative Director: Mckailey Carson Associate Creative Director:: Nick Greenberg Digital/Website: David and Goliath Executive Creative Director: Josh Miller Associate Creative Director: Ambrosio Ballon Senior Comms Planner: Emma Merber Communications Strategist: Alanie Abron

San Francisco Ballet and The Shipyard tackled the battle between AI and the arts. Despite AI’s advancements, its inability to understand emotions like humans made it unqualified to support the campaign. Until the team found correct prompts, getting ChatGPT to show emotions in a way similar to humans. Critical reviews were set over AI-manipulated imagery of dancers. The campaign ran across OOH, digital, and social media, driving online conversations with organic social reaching 32 million people. Mentions of the San Francisco Ballet rose 388% season over season. “Mere Mortals” became the Ballet’s highest revenue mixed-repertory show in 19 years.

Credits: Dave Sonderman, Chief Creative Officer, The Shipyard Dan Crumrine, Associate Creative Director, The Shipyard Eric Davis, Associate Creative Director, The Shipyard Mark Hillman, Executive Creative Director, The Shipyard Mauro Borges, Creative Director, The Shipyard Elizabeth Kim, Production Designer, The Shipyard Jenny Barthe, VP, Group Director of Account Strategy, The Shipyard Courtney Costamagna, Group Account Director, The Shipyard Wade Bare, Account Supervisor, The Shipyard Christina Staal, Executive Producer, The Shipyard Matt Falkenthal, Editor, The Shipyard Lindsey Rallo, Photographer, San Francisco Ballet David Occhipinti, Performer, San Francisco Ballet Samantha Bristow, Performer, San Francisco Ballet, Chief Marketing Officer, Lisa Poppen, San Francisco Ballet

Adobe wanted to increase awareness of its new Firefly text-to-image AI generator. The imaginative AI-generated images sparked by descriptive prompts would showcase America's diversity in a delightfully unconventional way. Covering all 50 states, local media pickups helped boost visibility and brand exposure. The positive tone encouraged readers to celebrate their heritage through AI-powered art, while the included prompts provided a learning opportunity. The piece brought in over 2,000 different media mentions and over +17k organic search impressions on Google, coming from 144 different keywords.

Credits: Jessica Pozantides , Group Account Director , NP Digital Jen Boys, Account Director, NP Digital Becky McManus, Sr. SEO Strategist Catherine Michel, Sr. Content Production Lead, NP Digital Austin Cosler, Managing Editor, NP Digital Doug Messel, Sr. Content Writer, NP Digital Caryl Anne Crowne, Digital PR Manager, NP Digital Dominic Bromley, Sr. Graphic Designer, NP Digital Eric Staley, Sr. Project Manager, NP Digital Alex Haslam, Sr. SEO Manager, Adobe  Ella Okhlopkova, Sr. SEO Manager, Adobe

Destination Canada's "Return to the Wild" marketing program brought the most remote, unspoiled areas of Canada to viewers - with expeditions led by Sir Ranulph Fiennes, 'the greatest living explorer,' and his cousin, actor Joseph Fiennes, all documented by renowned photographers. The long-form documentary became the basis for the first global Disney+ series by a travel brand and the biggest branded launch ever on the platform - critically acclaimed and picked up by 13 global markets, with a London premiere and promotion across Disney's digital channels.

Credits: Destination Canada: Gloria Loree - Senior Vice-President, Marketing Strategy & CMO Naomi Fisher - Senior Executive Director, Global Marketing Suzanne Reeves - Executive Director, Brand Strategy Adam Brownfield - Senior Manager, Owned Media Jaemie Sures - Content Specialist Alexandra Grant - Content Specialist Rachel McQueen - Managing Director, UK Zabina Leung - Marketing Manager, Global Tina Sun - Paid Media Specialist Natalie Saumure - Global Planning and Co-op Partnership Lead Eric Miller - Research Analyst, Market Insights Initiative Canada: Chris Gairdner - VP, Head of Creative Partnerships Stefan Ruby - Manager, Creative Partnerships Brooke Robinson - Manager, Creative Partnerships Taylor Schmidt - Manager, Creative Partnerships Jessica Ellis - Director, Project Management Sarah Sime - VP, Client Advice &Head of Project Management Chaman Sandhu - EVP, Client Advice & Management Alaina Kelsey - Project Manager Olivier Leblond - SVP, Client Strategy & Growth Sammy Rifai - Chief Strategy Officer Tina Ruggieri-Ferreira - Manager, Broadcast Partnerships Jessica Jennings - Senior Director, Visual Communications Nikki Ernst - Senior Graphic & Presentation Designer Disney/National Geographic: Nadine Heggie - VP, Media Partnerships Richard Phillips - Creative & Strategy Director, CreativeWorks Kobus Van Der Heever - Project Director Jade Nimmo - Producer/Project Manager Beth Nightingale - Manager, Client Services Tanya Robinson - Brand Partnerships Director Carolyn Payne - Producer Denise Nakamizu - Sr Unit Manager Amani Al Zawawi - Production Management Intern Lauren Goddard - PR Joe Coupe - PR Katie Cowin - Brand Partnerships Anni Chang - Account Management MCPR: Mark Collins - Founder Woodcut Kate Beal-Blyth- CEO Jenni Day - Head of Production Meriel Beale - Senior Executive Producer Tom Adams - Executive Producer Liam Camps - Lead Editor Case Production: Diagonal Media Garrett Kafchinski - Partner, COO Andrea Munger - Production Manager & Producer

The NBA wants new fans. The best way to create attention? Align with global sensation Taylor Swift. At music site Genius, messaging about the NBA Playoffs and the debut of Swift’s latest album merged. Branded social media promos and a Friday Top Charts takeover on the release of “Tortured Poets Department” augmented the activation. April 19 became the highest traffic day on Genius. The campaign reached 120M impressions, earning $3.4M in added value impressions. Slam dunk!

Credits: ● Job Title: Chief Marketing Officer ● Full Name: Tammy Henault ● Company: National Basketball Association ● Job Title: VP, Global Head of Brand and Growth Strategy ● Full Name: Larisa Johnson ● Company: National Basketball Association ● Job Title: VP, Media Strategy and Planning ● Full Name: Juan Colon ● Company: National Basketball Association ● Job Title: Director, Media Strategy & Planning ● Full Name: Brittany Holland ● Company: National Basketball Association ● Job Title: Creative Strategy and Advertising ● Full Name: Erica Holley ● Company: National Basketball Association ● Job Title: SVP, Group Media Director ● Full Name: Mike Hill ● Company: Mediahub WW ● Job Title: VP, Media Director ● Full Name: Santia Nance ● Company: Mediahub WW ● Job Title: Media Director ● Full Name: Mick Corcoran ● Company: Mediahub WW ● Job Title: Associate Media Director ● Full Name: Kylee McKinney ● Company: Mediahub WW ● Job Title: Media Planner ● Full Name: Amanda Gorski ● Company: Mediahub WW ● Job Title: Senior Account Manager ● Full Name: Alexa Teeman ● Company: Medialabs ● Job Title: Senior Director, Brand Partnerships ● Full Name: Nathan Chapman ● Company: Medialabs ● Job Title: VP, Medialab ● Full Name: Zach Connett ● Company: Medialabs

Cinco de Mayo is the day to order a margarita. Since dining spending was down, Cointreau, the spirit in the drink, debuted its Lime of Credit to fund celebrations. Users could win a $20 cashout via a digital payment app. A pop-up bank at Hudson Yards, NYC even dispersed in-person gift cards at a special ATM. The digital sweepstakes garnered 56,623 entries, with the average person entering 2.48 times. Plus, 10,000 entrants wanted future Cointreau communications, exceeding the benchmark by 1.5 times. Salud!

Credits: Craig Sherman, VP Marketing, Rémy Cointreau Vince Lichaa, Senior Director, Rémy Cointreau Matt Nathanson, SBM Cointreau, Rémy Cointreau Catherine Chan, Senior Manager-Direct to Consumer, Rémy Cointreau Madison Vincent - Brand Manager, Rémy Cointreau

Lululemon wanted to drive brand awareness and increase in-store traffic. In order to achieve this, the retailer opted to run multiple programmatic DOOH campaigns. The “Shorts” campaign audience was reached contextually through outdoor screens in relevant environments, including gyms, transit stations and train platforms. For lululemon's “performance leggings” they targeted screens along the marathon routes in Munich and Berlin. The results of the Brand Lift Study were an 640% increase in brand image, 208% increase in interest, 314% increase in footfall traffic, 4,296 modeled incremental walk-ins.

Credits: Louisa Galliano, Brand Media Manager (EMEA) at lululemon Charlotte Barker, Programmatic Manager at Zenith Jessica Mair, Strategy Director at Zenith Eelco Engelkens, Digital Business Director at Zenith Chenell Stern, Account Director at Zenith Jonathan Oh, Programmatic Account Executive (DACH) at Hivestack by Perion Camille Croatto, Programmatic Account Manager at Hivestack by Perion

Marriott International sent an annual “Year in Review" email to customers at the start of 2024. In addition to storytelling design elements, the emails featured dozens of pieces of dynamic content, including each member's status level, points earned, nights stayed, cities visited, hotel brands experienced and points from partners. Concluding with Marriot Bonvoy’s tagline, “Where can we take you?”, it drove a 50% increase in engagement above the brand’s email average for non-luxury customers in the prior year, and an 80% boost for luxury customers.

Credits: Data Axle Jessica Thai, Senior Account Manager Natalie Vermillion, Senior Account Manager Jen Tabbal, VP, Content Marketing Kelly McMahon, Associate Creative Director Christina Chang, Art Director Kaitlyn Hoover, Senior Designer Erin Gade, Senior Director, Strategy Evan Wiebe, Manager, Strategy Marriott Yanique Mundy, Manager, Loyalty Program Marketing Leigh Strickland, Director, Loyalty Program Marketing

The Pingry School deployed an entertaining video showing how its students overcome an imaginary ban on learning. It was part of a “rebrand” marketing campaign that attempted to disassociate Pingry’s reputation for being a high-stress environment. Using the school’s motto, “We Love School,” the video highlighted Pingry's ability to recognize and overcome its own faults, while showing the multi-faceted talents of the students featured in the video. While education is rarely individualized, the video showed that there is something for everyone to love about school.

Credits: Writer/Director/Editor: Rob Bahou Producer: Alesi Enriquez Executive Producer: Emily Cooke Executive Producer: Edwin Nuñez Assistant Producer: Anthony Truncale

TurboTax brought a new dimension to tax-related emails by extending engagement beyond the tax season. It also introduced a True/False quiz featuring quirky tax facts, while aiming to re-engage customers post-filing and keep the TurboTax brand top of mind. The campaign featured five state-specific versions and provided two CTA buttons leading to customized landing pages and emphasizing TurboTax’s role as a year-round financial partner. The campaign was the second-highest performer in the firm's Post-File Journey series.

Credits: Jim Specht, Chief Experience Officer, Bold Orange Company Jason Henricksen, Creative Director, Bold Orange Company Bou Xiong, Sr. Email Developer, Bold Orange Company Brandi Alyce, Sr. Copywriter, Bold Orange Company Jade Johnson, Project Manager, Bold Orange Company Lauren Jacobson, Supervisor, Client Strategy & Services, Bold Orange Company Dana Hendricks, Director, Client Strategy & Services, Bold Orange Company Alec Lindsey, Sr. Designer, Freelancer

TurboTax hoped to turn its monthly newsletter from a seasonal update to a cornerstone of its annual engagement strategy. This content now dynamically shifts based on the reader’s segment, whether Gen Z or Gen X. The newsletter provides relevant content, ranging from summer savings tips to year-end tax planning. With this level of personalization, the newsletter is a must-read for the firm’s diverse customer base, while resonating with a broad audience. And it ensures that TurboTax remains top of mind as a trusted financial partner.

Credits: Katie Garrett, Creative Director, Bold Orange Company Tina Klimek, Sr. Art Director, Bold Orange Company Bou Xiong, Sr. Email Developer, Bold Orange Company Joseph Wheaton, Email Developer, Bold Orange Company Riley Lynn, Sr. Production Designer, Bold Orange Company Brandi Alyce, Sr. Copywriter, Bold Orange Company Nick Waskosky, Strategist, Bold Orange Company Kali Ghazi, Project Manager, Bold Orange Company Kelli Ask, Sr. Director, Client Strategy & Services, Bold Orange Company Bri Smiley, Sr. Manager, Client Strategy & Services, Bold Orange Company

“We Are All Cheese Heads,” a campaign built to celebrate being who you are and snacking however you want, featured an animated world inside a fridge, with Cheese Heads who are as unique as their audience. Within Minecraft’s Minehut server, they developed a universe that allowed tweens to immerse themselves into the world of their Cheese Heads characters, creating a Cheese Heads-branded Fridge World obstacle course. They Minecraftified their beloved characters. To build anticipation for their activation, they leaked it within Discord.

Credits: Jenny Englert, Director, Marketing, Saputo Cheese USA Nicole Austin, Marketing Manager, Saputo Cheese USA Kelsey Moore, Associate Manager, Creative, Saputo Cheese USA Neil Goodspeed, Chief Media Officer, Carmichael Lynch Tracy Krulich, Executive Media Director, Carmichael Lynch Nellie Murray, Group Media Director, Carmichael Lynch Sarah Dybicz Media Supervisor, Carmichael Lynch Emma Hanson, Media Planner, Carmichael Lynch Katlyn Plourde, Associate Media Director, Paid Search, Carmichael Lynch MacKenzie Carlson, Associate Media Director, Paid Search, Carmichael Lynch Summer Song, Media Planner, Paid Search, Carmichael Lynch Marty Senn, Chief Creative Officer, Carmichael Lynch Jason Bottenus, Group Creative Director, Carmichael Lynch John Sokolowski, Associate Creative Director, Writer, Carmichael Lynch Andrew Wetzel, Associate Creative Director, Design, Carmichael Lynch Whitley Mike, Associate Creative Director, Design, Carmichael Lynch Artur Un, Art Director, Carmichael Lynch Catherine Young, Writer, Carmichael Lynch Dominique Anzano, Head of Production, Carmichael Lynch Henni Iwarsson, Executive Producer, Carmichael Lynch Jake Folska, Content Producer, Carmichael Lynch Vicki Oachs, Director of Business Affairs, Carmichael Lynch Tara DiNicola, Content Business Manager, Production, Carmichael Lynch Stacy Janicki, COO & Director of Account Management, Carmichael Lynch Sarah Scherbring, Managing Director, Carmichael Lynch Andrea Serrian, Account Director, Carmichael Lynch Bridget Mord, Associate Account Director, Carmichael Lynch Allison Otta, Account Supervisor, Carmichael Lynch Anna Gordon, Account Executive, Carmichael Lynch Abby Minea, Project Management Supervisor, Carmichael Lynch Maria Pazos, Group Planning Director, Carmichael Lynch Eden Swanson, Group Planning Director, Carmichael Lynch Brianna Holmes, Senior Brand Planner, Carmichael Lynch Ethan Perushek, Senior Brand Planner, Carmichael Lynch Ada LaChapelle, Brand Planner, Carmichael Lynch Bergen Flom, Brand Planner, Carmichael Lynch Emily Den Boer, Social Strategy Director, Carmichael Lynch Elizabeth Winchester, Senior Social Strategist, Carmichael Lynch Mason Pint, Social Specialist, Carmichael Lynch Jordan Peterson, Community Manager/Social, Carmichael Lynch Alan Newbold, Executive Vice President, Carmichael Lynch Relate Samantha Liebhard, Senior Account Supervisor, Carmichael Lynch Relate Clara Kohrs, Senior Account Supervisor, Carmichael Lynch Relate Sydney Benson, Senior Account Executive, Carmichael Lynch Relate Natalie MacIntosh, Account Executive, Carmichael Lynch Relate Mara Johnson, Account Coordinator, Carmichael Lynch Relate Régine Labossière, Director of Media Relations, Carmichael Lynch Relate Jenna Greene, Senior Media Relations Strategist, Carmichael Lynch Relate Morgan Williams, Media Relations Specialist, Carmichael Lynch Relate Shodee Sawyer, Asset Management, Carmichael Lynch Jay Ditzer, Proofreader, Carmichael Lynch Eric Byrd, Studio Lead, Carmichael Lynch Marie Spain-Maas, Senior Client Finance Manager, Carmichael Lynch

While baking, a 96-year-old grandmother recited a 1940s jingle for Carnation’s Evaporated Milk. Her lyrics got a sassy update and a posting on her granddaughter’s TikTok, earning 16M views! Carnation ran with the momentum, teaming with The Gregory Bros, who helped make “The Corn Kid” popular. They remixed the video and posted it on social networks. “Cooking Across Generations” was added as a Carnation TikTok challenge, encouraging families to share baking memories. The result? A 6% lift in brand awareness and 2.6M engagements.

Credits: Gabe Gordon, CEO, Reach Agency Isabelle Eckel, Account Manager, Reach Agency Majah Carberry, Influencer Marketing Director, Reach Agency Brad May, VP of Creative & Strategy, Reach Agency McKenzie Fields, Strategy Director, Reach Agency Tommy Nguyen, Junior Strategist, Reach Agency Lauren Gardiner, Senior Creative Producer, Reach Agency Ally Kroeckel, Social Content Creator, Reach Agency

Before Thanksgiving, a cultural moment sparked for Carnation when a 96-year-old grandmother spontaneously recited a snarky jingle for Carnation's Evaporated Milk, originally from a 1940s contest, on her granddaughter’s TikTok. Within days, the video amassed over 16M views, and Carnation to quickly harnessed the viral trend to help reconnect with younger audiences establishing a TikTok presence to foster a community. They created an infectious Carnation remix video that was posted on TikTok, Instagram, and YouTube to amplify viewership and engagement. This is the most successful Nestle TikTok launch.

Credits: Gabe Gordon, CEO, Reach Agency Isabelle Eckel, Account Manager, Reach Agency Majah Carberry, Influencer Marketing Director, Reach Agency Brad May, VP of Creative & Strategy, Reach Agency McKenzie Fields, Strategy Director, Reach Agency Tommy Nguyen, Junior Strategist, Reach Agency Lauren Gardiner, Senior Creative Producer, Reach Agency Ally Kroeckel, Social Content Creator, Reach Agency

Hulu partnered with Saylor to create an engaging social media immersive experience for Hulu’s Death & Other Details—a whodunnit murder mystery series using details and discovery. It transformed the campaign into an extension of the show's narrative by embedding hidden details and crafting interactive clues. An Instagram Live event simulated the experience of being on the ship, the primary setting of the show. Saylor implemented a community-driven strategy with weekly "Snap & Share" Instagram Stories, a chance for participants to be features in posts.

Credits: Shannon Ryan, Disney Entertainment Television Barrie Gruner, Hulu Aaron Goldman, The Walt Disney Company Brittany Mehciz, Hulu Nick Walsh, Hulu Caroline Newberry, Hulu Sabrina Scott, Hulu Ryan Brasno, Hulu John Fu, Hulu Sabrina Walker, Hulu Richard J Valois, Hulu Daniel P. Doody, Hulu Brianna Lopez, Hulu Talesia Price, Hulu Neha Datta, Hulu Will Trowbridge, Saylor Sean Reed, Saylor Rebecca Smythe, Saylor Iña de las Alas, Saylor Myke Brown, Saylor Jenn Spottz, Saylor Hannah Fontanelli, Saylor Francesco Ferrara, Saylor Christina Tucker, Saylor Natalie Cartwright, Saylor Tiffany Chen, Saylor Jeff Leinenveber, Scout Expedition Co. Corey Lubowich, Scout Expedition Co. Claire Chapelli, Scout Expedition Co.

Lunchables partnered with InMarket to promote Crispy Grilled Cheesies through an interactive mobile experience. The campaign’s messages like “Crispy from the Microwave” and a “Try Now” call-to-action using vibrant brand colors and imagery connected with customers in buying moments. The ad experiences achieved click-through rates of up to 7.05%, about 11.8x higher than the industry benchmark.

Credits: Michael Della Penna, Chief Strategy Officer, InMarket; Joe Intile, VP of Creative Services, InMarket; Tamoor Chaudhry, Associate Design Manager, InMarket; Valerie Thiel, Sales Director, InMarket; Joe Salvati, VP, Digital Direct & Programmatic, Dentsu; Lauren Nowak, Brand Manager, KraftHeinz; Julia Tsang, Sr. Media Manager, KraftHeinz; Anna James, Associate Brand Manager, KraftHeinz; Alyssa Cicero, Sr Brand Manager, KraftHeinz; Brooke Berendzen, Sr. Analyst, KraftHeinz;

Buffalo Wild Wings is seen as a wings place. But the brand wanted to highlight its overlooked burgers. Partnering with New Heights, a sports podcast hosted by football stars Travis and Jason Kelce, it created a three-episode series that started with the Kelces expressing their love for BWW’s burgers. Burger sales rose by 74% per store during the promotion, achieving 21% growth going forward. There was a 72% increase in burger attachment rates. Burger sales maintained 20% growth in the six weeks following the campaign.

Credits: Lindsey Teach, Senior Vice President, Strategy, Zenith Tristan Meline, Chief Marketing Officer, Buffalo Wild Wings, Travis Freeman, SVP Demand Generation, Chief Media Officer, Inspire Brands

Fire and Emergency NZ launched an automated, geo-targeted campaign to increase awareness of the need for fire prevention. This was essential given the 4,500 wildfires that occur in New Zealand each year. The effort used the “Half Grapefruit, a national icon used to convey the fire danger in a particular area, leveraging historical data to predict regions at risk. Fire prevention rose. One goal was to achieve 75% compliance in which people assess the local fire danger before lighting a fire. The campaign achieved 90%.

Credits: Kaitlin Mitchell, Business Director at MBM Josh Hogg, Strategy Director at MBM Keila Bituin, Biddable & Implementation Director at MBM Tyler Crawford, Media Planner Buyer at MBM, Jack Plowright, GM of Platform & Partner Strategy at LUMO Digital Outdoor, Kelley Toy, Marketing Manager at FENZ Ashleigh Romanos, Senior Marketing Advisor at FENZ Ash Houghton, VP Sales NZ at Hivestack by Perion Force Tse, Lead Technical Account Manager APAC at Hivestack by Perion

Buying a UTV has traditionally required a choice between practical or fast and fun. The Kawasaki RIDGE is the first UTV with functional and recreational capabilities. For the Kawasaki audience work is a lifestyle that incorporates play. We erased the divide by launching a fun spot about work in the biggest event for play, the Super Bowl, and partnered with MotorTrend for a first-of-its-kind experience where the RIDGE playfully ripped across the site, leaving skid marks. The campaign launched the RIDGE with vigor, leading to mass intrigue and increasing website activity by 832% and build tool usage by 465%.

Credits: Client: Kawasaki Motors Corp., U.S.A Brand: Ridge Spot Name: Mullets Air Date: 2/11 Agency: Goodby Silverstein & Partners Client VP of Marketing: Chris Brull Director,Marketing: Bob O’Brien Executive Director: Shuji Yamazaki Product Support Technician: Derek Keyes Product Support Technician: Sean Borkenhagen Agency Creative Creative Directors: Brett Beaty, Ryan Tovani, AJ Warren Production Head of Production: Jim Haight Senior Broadcast Producer: Molly Troy Head of Business Affairs: Judy Ybarra Business Affairs Manager: Chrissy Shearer Account Services Executive Group Account Director: Chad Bettor Group Account Director: Melissa Buck Account Manager: Nolan Solis Brand and Communication Strategy Group Brand Strategy Director: Adam Arola Brand Strategist: Kelly Kikuchi Deputy Director Communication Strategy: Dong Kim Senior Communication Strategist: Charlotte Cordova Communication Strategist: Mahima Silwal Group Strategy Director of Analytics: Taylor Grant Head of Communications: Meredith Vellines Print/Digital: Director of Graphic Services: Jim King Senior Digital Producer: Severin Sauliere Senior Production Artist: Jorge Coya Digital Artist: Ankur Patar Production Company Hungry Man Directors: Dave Laden & Christopher Gruse Managing Partner / EP: Caleb Dewart Partner / EP: Kim Dellara Head of Production: Franchesca McDowell & Marian Harkness Producer: Robby Mooring PM: Vanessa Lenarduzzi DOP: Ken Seng Production Designer: Katherine Reynolds Editorial Rock Paper Scissors Editor: Lauren Dellara AE: Sam Slavkin Senior Post Producer: Denice Hutton Executive Producers: Shada Shariatzadeh + Dre Krichevsky HoP: Janae Abraham VFX The Mill Creative Directors: Christian Nielson & James Allen Colorist: Paul Yacono CG Supervisor: Jessica Groom Shelton CG Lead: Will Arias DFX Supervisor: Vaibhav Gupta Designer: Greg Rubner Executive Producer: Hillary Thomas Executive Producer, Color: Krista Staudt Producer: Warwick Hewett & Katie Buckley Color Producer: Denise Brown Project Manager: Anuradha Behera Associate Producer: Gauri Dilip Kulkarni Production Coordinator: Rihza Ibrahimkutty Audio and Sound Design Lime Studios Michael Anastasi: Sound Design Michael Baran: Sound Design Assistant Joel Waters: Audio Mixer Kris Huayta: Audio Assistant Cassie Underwood: Producer Susie Boyajan: Executive Producer Music: Music Company: Songs for Film & T.V. Music Supervisor: David Fisher Music Coordinator: Amelia “Meels” Einhorn Song: “O YA" Artist: Colony House Songwriters: Caleb Chapman and Will Chapman

ZAGG came to NP Digital to improve performance marketing through growth and efficiency in their paid search program. The agency restructured all paid search campaigns, simplifying and consolidating ad groups. It expanded into TROAS bidding, enhanced conversions, and Performance Max. Managing all campaigns from one ad account let NP Digital track conversions and gain attribution insights across all Google campaigns. The year-over-year results saw 28% lift in revenue and improved efficiency by 38%, while also decreasing cost-per-conversion by 18%, decreasing spend and making the overall program more efficient.

Credits: Sarah Lich, Sr. Account Director, NP Digital Bethany Sloane, Director of Paid Search, NP Digital Matt Wilkerson, Sr. Manager of Paid Search, NP Digital Bryen Comer, Sr. Manager of Paid Search, NP Digital Eric Bright, VP of Ecommerce, ZAGG Brayden Martin, Digital Marketing Director, ZAGG

Hello Kitty turned 50 this year, a product staple at Claire’s for years. The store partnered with NP Digital to create a SEO strategy that included in-depth research, content development, and implementation of best practices. Hundreds of products pages were optimized to ensure relevancy for high-scoring keywords. Research uncovered opportunities to create new pages to capture incremental search demand for relevant keyword themes, specifically a Hello Kitty Gift Guide. The campaign created first-page rankings for “Hello Kitty accessories,” “Hello Kitty toys,” “Hello Kitty gifts” and more than 4,000 top non-brand queries fueled organic growth.

Credits: Jill Mailander, Account Director, NP Digital Jenny Haskins, SEO Strategist, NP Digital Rachael Clinger, Manger of Content Strategy, NP Digital Fred Cardoso, Digital Marketing Manager, Claire's Tori Chalmers, Global Director of Copy, Claire's Kristen Fronmuller, Digital Merchandiser, Claire's Rob Tack, Chief Digital Officer, Claire's

Crayola, the brand that starts firing people’s creativity long before they can even say “crayon,” has outdone itself. The same minds that understand Carnation Pink plays a different role than Magenta are maximizing the difference between social platforms. That can mean quick DIY craft hits or celebrity connections on TikTok, longer tutorials on YouTube, and entirely different projects—like the origami Unicorn bookmark—for the visual thinkers who flock to Pinterest. With 360 videos earning 745,000 watch hours, this inspiring effort clocked in 99.6 million beautiful, kid-safe views.

Credits: We prefer not to name individuals

Vaping is rough on the lungs, posing a danger to the 11% of Gen Z who use e-cigarettes. This effort wins by understanding how highly this demographic values video content, especially when served up on YouTube. It leveraged a critical insight: While this group prizes mental health and taking care of themselves emotionally, they were largely unaware that vaping increases stress. Through advanced targeting and optimization, Truth Initiative showed extreme brand lift across the Gen Z audience on highly influential content across YouTube that resonates deeply with the audience's interests and video consumption.

Credits: Jamie Federbush - Truth Initiative - Director of Media Evan Mann - GALE - Director Bobby Orton - VP - Nomology

Indeed redesigned its "Rising Voices" website, with an eye toward highlighting BIPOC filmmakers and engaging a young, socially conscious audience. Working with Bond, Lena Waithe and Hillman Grad Productions, Indeed took a mobile-first approach, emphasizing speed,, ease of navigation and a visually appealing design. It also sought to enhance the site’s search engine performance, increasing the number of SERP features from 7 to 45, contributing to a 390% increase in site visits. The result was a dynamic platform that brought BIPOC filmmakers into the spotlight.

Credits: Ali Carreon - Designer Ariel Venner - UX designer Darcy Jones - Account Supervisor David Vo - Director of Development Deanne Fernandes - Digital Product & Platforms Manager Lauren Gilbert - Senior Producer Madison Baum - Account Executive Ryann Matthews - Executive Creative Director

Mastercard’s GRAMMYs campaign turned a premier awards show into an environmental catalyst. From intrusion to integration, Mastercard debuted SZA’s eco-anthem “Saturn” with tree seeds embedded in her wardrobe, transforming a commercial break into a viral sensation. The campaign erupted with 116.9M+ views in just one week and 1B+ social and earned impressions over the course of the campaign. Strategic alliances with social platforms and content integrations converted everyday actions into climate victories, restoring over half a million trees.

Credits: Carat Mark Jones, Client President, Carat Kerry Doyle, EVP, Content, Carat Julie Kessler, SVP, Carat Elizabeth Cambridge, VP, Content Ross Archer, VP, Video Investment Marissa Bonanno, Director, Planning, Carat Olivia Licata, Director, Digital, Carat Mastercard Rustom Dastoor, EVP, Head of Marketing and Communications for North America, Mastercard Anne Valentzas, SVP, Consumer Marketing and Sponsorships, Mastercard Aimee Atkinson, VP, Media, Digital and Social, Mastercard Shelby Ladenheim, Director, Consumer Marketing, Mastercard Mannie Thompson, Manager, Consumer Marketing, Mastercard Ciel VanderVeen, Director, Digital & Social Marketing, Mastercard Chanelle Lowe, Manager, Digital & Social Marketing, Mastercard Tara Marston, Director, Media & Brand Partnerships, Mastercard Paul Giordano, Manager, Media Planning, Mastercard Alyssa Rosenblatt, VP, Communications, Mastercard Margaret Williams, Director, Communications, Mastercard Luis Araujo, VP, Sponsorships, Mastercard Joyce Hui, Director, Sponsorships, Mastercard Aaron Staples, Manager, Sponsorships, Mastercard Michael Moutenot, SVP B2B and Product Marketing Lisa Maxwell, VP B2B Marketing Ilene Gropper, VP B2B Marketing Elisabeth Blache, Director B2B Marketing Michelle Morton, Director B2B Marketing McCann Sean Bryan, Chief Creative Officer, North America Chad Baker, SVP Group Creative Director Ethan Schmidt, SVP Group Creative Director Katie Davis, Associate Creative Director Bec Matlioski , Associate Creative Director Alan Lin, VP Strategy Director Judi Nierman, SVP Executive Producer Mike Morettoni, VP Account Director R&CPMK David Hargis, SVP Talent Negotiation & Management Ketchum Tim Rice, EVP, Financial & Professional Services Paramount Brand Studios Dayo Harewood and Jenny Lee Human Person Ian Valentine and Molly Leishman ICON – Social Activation Sydney Mueller, Paid Social Media Manager

Walmart wove 330+ products into a 23-episode series titled “Add To Heart.” It launched the shoppable RomCom created by Zenith in under three months. This entailed working with TikTok to increase the ad unit limit from :60 to 3:00. Over 60 minutes worth of content were produced. Each episode featured 10 items in the scene and audiences could purchase these items with a single tap. The reaction? One consumer said, “I never thought my favorite holiday movie of the year would be a Walmart ad!”

Credits: Alda Abbracciamento, President, Publicis NY Nikki Baker, Chief Creative Officer, Fallon Robert Clifton Jr., Chief Creative Officer, Contender Travis Parr, Executive Creative Directo, Fallon Ricky Vior, SVP, Executive Creative Director, the community Silvio Caielli, Group Creative Director, the community Caitlin Fitzgibbons, Creative Director, Fallon Kendra Croft, Associate Creative Director, Contender Abby Gross, Creative Director, Fallon Sara Cummings, Creative Director, Fallon Copywriter, Associate Creative Director, Contender Grace Geary, Art Director, Fallon Paige Goeser, Art Director, Fallon Gabriela Diaz, Senior Copywriter, the community Kayla Hall, Copywriter, Fallon Jameson Miller, Copywriter, Fallon Daniel Arenas, EVP, Design, Publicis NY Lydia Bickal, Associate Creative Director, Design, Publicis NY Shaofen Deng, Designer, Publicis NY Chris Detoy, Head of Production, PXP Ben Latimer, Executive Producer, PXP Eva Pipa, Senior Producer, PXP Lauren Pulwer, Managing Director, Publicis NY Courtney Jones, SVP, Group Account Director, Publicis NY Gala Moyal, Account Director, the community Virgina Adams, Account Director, Digitas Deirdre Maher, Account Supervisor, Digitas Andrea Mosk, Account Supervisor, Publicis NY Julia Frayne, Account Supervisor, Fallon Robin Oksenhendler, SVP, Director Business Affairs, PXP Yenia Paez, Associate Director, Business Affairs, PXP Devona Mayeur, Senior Manager, Business Affairs, PXP Martin Connolly, VP, Group Director Program Management, Publicis NY Kaitlin Counihan, Associate Director, Program Management, Publicis NY A.J. Tomiak, Associate Director, Program Management, Publicis NY Taylor Raczkowski, Associate Director, Design Program Management, Publicis NY Patrick White, Chief Strategy Officer, Publicis NY Melissa Panasci, VP, Strategy Director, Publicis NY Celeste Yee, Associate Director, Connections Strategist, Digitas Cole Nixon, Senior Strategist, Publicis NY Missy Young, Social Strategist, Fallon Megan Harris, EVP, Strategy, Zenith Dan Rolli, EVP, Total Integrated Investment, Zenith Andrew Colberg, EVP, Data & Analytics, Digitas Kait Grier, SVP, National Video Investment, Zenith Michael Valentin, SVP, Digital Investment, Zenith Mackenzie Weilheimer, Director, National Video Investment, Zenith Victoria Martins, Director, National Video Investment, Zenith Ileza Dantzig, VP, Strategy & Planning, Zenith Sami Meyerson, Associate Director, Strategy, Zenith Vera Shaw, Supervisor, Social Buying, Zenith Erica Dunton, Director, Merman Erica Dunton, Writer, Merman Emily Bensinger, Writer, Merman Kira Carstensen, Executive Producer, Merman Elizabeth Niles, Executive Producer, Harbor Alex Minnick, Editor, Harbor Jon Higgins, Editor, Harbor Amanda Marien, Editor, Harbor David Soto, Creative Director, Motion Design, Harbor Pete DeAndrea, Flame Artist, Harbor Nick Hasson, Senior Colorist, Harbor Steve Perski, Creative Director, Commercial Sound, Harbor William White, CMO, Walmart Casey Schlaybaugh, Vice President, Brand, Walmart Russ Mischner, Senior Director, Creative Strategy, Walmart Alexis McEntyre, Director, Integrated Marketing Communications, Walmart David Hartman, Vice President, Creative, Walmart Travis Roberston, Group Director, Creative, Walmart Clifton Myers, Associate Director, Brand Management, Holiday Seasonal Marketing, Walmart Katie Hearst, Senior Manager, Marketing Planning & Strategy, Walmart Jillian Haney, Group Creative Director, Head of Style, Walmart

Carhartt and its media agency January Digital executed a Snapchat campaign leveraging augmented reality to drive brand growth among Gen Z and Millennials. The heritage workwear brand aimed to expand beyond its traditional industrial customer. The multi-touch AR strategy exceeded performance expectations and Snapchat benchmarks. Leveraging Snapchat's AR lenses yielded 10% more efficient ROAS than the brand's paid social average with improvement also seen across brand metrics and awareness. Through immersive AR experiences resonating with younger shoppers, Carhartt drove brand growth and purchases.

Credits: Susan Hennike, Chief Brand Officer, Carhartt Chad Cornstubble, SVP of Direct to Consumer, Carhartt Charlotte Roach, Director Marketing, Carhartt Katelyn Aubuchon, Director Marketing, Carhartt Brendan Lokes, Manager Brand Media, Carhartt Conor McCarrey, Senior Marketing Specialist, Content, Carhartt Jessy Robison, Marketing Specialist, Performance, Carhartt Jeremy Ekes, Senior Director, Client Strategy & Service, January Digital Brian Borchers, Director, Client Strategy & Service, January Digital Sarah Nguyen, Director, Client Strategy & Service, January Digital Salome Sadovnik, Senior Manager, Client Strategy & Service, January Digital Christen Borg, Senior Coordinator, Client Strategy & Service, January Digital

Plenty has been said about racial bias in artificial intelligence. Few campaigns have illustrated the problem and its impact as vividly as this effort. After training AI, the brand team asked it to create images of people in specific locations, providing them with photos of real Black travelers. AI’s response? It transformed those travelers of color into blue-eyed blondes or rendered healthy Black men to appear gaunt and disheveled. Black & Abroad’s effort raises awareness about the bias in generative AI models and the need for greater representation.

Credits: Black & Abroad Eric Martin - Chief Creative Officer & Co-Founder Kent Johnson - Chief Strategy Officer & Co-Founder Initiative Sammy Rifai - Chief Strategy Officer Chris Gairdner - VP, Head of Creative Partnerships Christian Kern - Group Director, Strategy Samantha Rosenberg - Director, Creative Partnerships Hawie Kenea - Senior Communications Designer Bethany Coke - Senior Communications Designer Ramzi Thabit - Project Manager Kinesso Olivier Leblond - Senior Vice President, Client Strategy & Growth Debrani Ghosh - VP, Performance Solutions Delivery Vivek Menon - Senior Director, Data Strategy Roksolana Plysyuk - Associate Director, Audience Strategy Tyler Dmytrow - Vice President, Head of Social McCann Canada Ian Mackenzie - Chief Creative Officer Pedro Izzo - Creative Director Sydney Gittens - Art Director Leo Ding- Copywriter Thiago Santarem - Senior Product Designer Colin Craig - Executive Creative Director Elijah Di Gangi - Associate Creative Director Arnaud Icard - Group Director, Product Development Stef Fabich - SVP, Director of Production Nikhil Bijlani- Project Manager Gary Gimelfarb - Director of Production Abdul Dau - Senior Analyst Mitch Wong - Associate Strategy Director Luis Pinto - Senior Manager, Platforms David Imbrogno - Senior Email Developer Anthony Pilger - Developer Jason Kan - Motion Designer Jean-Pierre Goulet - Photo Retoucher Dan Dragicevic - Production Designer Bradley Hodgkinson - Production Lead Ryan Timms - President Stefanie Kubanka - EVP, Managing Director Elizabeth Sellors - Chief Operating Officer Production: The Den Editorial Tania Mesta - Editor Gabe Sanchez - Colorist Laura Macauley - Managing Director Jennifer Mersis - Executive Producer Kortney Rubottom - Sr. Producer Case Production: School Editorial Lauren Horn - Editor Steve Villeseche - Producer Yumi Suyama - Executive Producer Audio: Grayson Music Group Nicholas Shaw - Senior Producer Mark Domitric - Voice/Session Director Vlad Nikolic - Engineer Shutterstock Meeckel Beecher - Global Head, Diversity, Equity and Inclusion and Social Responsibility Lori Rodney - Head of Global Communications Kristie McCrory - Contributor Strategist Greg Wizman - Agency Lead, Shutterstock Studios John Lapham - General Counsel

Skin cancer, the most common cancer in the U.S., may not inspire many naughty thoughts. But this clever, high-impact campaign looks to change that with Serious Foreplay, an educational effort encouraging people to take a closer look at their partners during sex. Because early detection means so much in melanoma, leading to a 98% survival rate, the playful effort merges sensuality with health education. And while it is often impossible to get sex-themed content on mainstream platforms, the efforts used workarounds like free “Karmole Sutra” cards—instructive guides for partner skin checks.

Credits: Fuck Cancer The Variable

To get U.K. influencers excited about its style, Amazon Fashion hosted a 100-person event in London, introducing the Influencer Trend Edit. Aimed squarely at Gen Z, the event’s biggest star was an AR-powered Virtual Try-On Mirror, cementing Amazon Fashion’s reputation as a tech innovator. The resulting 360-degree campaign seamlessly integrated a bespoke landing page of influencer trend curations, high-impact out-of-home elements, social influencers and paid social campaigns on TikTok and Instagram. With 47 influencers generating over 250 pieces of content, it delivered a 53% boost in organic content.

Credits: Olivia Shepherd, Miss, Socially Powerful Chloe Crossley, Miss, Socially Powerful Katie Gould, Miss, Socially Powerful Emily Arcedeckne-Butler, Socially Powerful Joe Sheaves, Mr, Socially Powerful

Uber “Comfort Electric” is a campaign targeted at discerning Millennials, Gen X, and Gen Z audiences in the US and Canada. The work aimed to raise awareness and drive adoption of Uber Comfort Electric—an eco-friendly, premium rideshare experience with top-rated drivers. The content, shared across TikTok, generated a total of 1.6 million views and 361,000 engagements, with one post going viral with over 57 million views. Ultimately, the campaign delivered 72 social media assets, paid ads and B-Roll footage, reinforcing Uber’s commitment to luxury, sustainability, and social consciousness.

Credits: Diana Perlov, Senior Director, Client Success, Open Influence Bess Muggia, Associate Account Director, Open Influence Daniella Corredor, Senior Account Manager, Open Influence Maggie Reznikoff, VP, Account Management, Open Influence Lizzy Sitkin, Associate Account Manager, Open Influence Faria Jabbar, Senior Brand Marketing Manager, Uber Leah Levine, Brand Marketing Manager, Uber Kaitlyn Mendoza, Social + Digital Marketing Lead, Uber Tu Phan, Associate Creative Director, Uber Emily Senecal, Senior Creative Producer, Uber Natalie Purbrick, Global Creative Director, Uber Luana Grasso, Mobility Media Lead, Uber Zoe Kessler, Group Creative Director, Johannes Leonardo Katyana O'Neill, Associate Creative Director, Johannes Leonardo Tessa Conti, Junior Art Director, Johannes Leonardo Tasha Cronin, Head of Production, Johannes Leonardo Brett Fisher, Executive Producer, Johannes Leonardo Forrest Holt, Senior Producer, Johannes Leonardo Alex Olivo, Producer, Johannes Leonardo Krishna Shah, Business Affairs Manager, Johannes Leonardo Trevor Mundt, Senior Account Director, Johannes Leonardo Hanna Mirtle, Account Supervisor, Johannes Leonardo ​​Ale Noceda, Brand Strategy Director, Johannes Leonardo

The true-crime documentary-style "Cosmetic Criminals" is an entertaining investigation into a high school student's missing e.l.f. makeup that ruins her "promposal" dreams. Premiering in theaters, it became the longest branded content ever featured on the big screen, and drove 30 million impressions in AMC Theatres, 14.5 million views across YouTube and social media, and 222+ million impressions across platforms, with 7.4 billion PR impressions. e.l.f. also launched a "Cosmetic Security" kit on its website that sold out in two days.

Credits: Geoffrey Goldberg, Founder & CCO, Movers+Shakers Evan Horowitz, Founder & CEO, Movers+Shakers Eia Garcia, Creative Director, Movers+Shakers Evan Kaufman, Creative Director, Movers+Shakers Paula Figueroa, Associate Creative Director, Movers+Shakers Matt Wink, Senior Copywriter, Movers+Shakers Felicity Hopkinson, Content Creative Director, Movers+Shakers Nikita Swatkowski, Associate Content Creative Director, Movers+Shakers Renee Sidak, Copywriter, Movers+Shakers Allison Brill, Account Director, Movers+Shakers Luigi Mondi, Associate Account Director, Movers+Shakers Valeria Laguna, Account Manager, Movers+Shakers Devon Schorr, Strategy Director, Movers+Shakers Rhian Dark, Strategy Director, Movers+Shakers Jose Serra, Strategy Director, Movers+Shakers Jessica Kozakowski, Sr. Content Strategist, Movers+Shakers Grace Adams, Senior Director of Production, Movers+Shakers Natalie Romero, Senior Creative Producer, Movers+Shakers Bea Delgado, Project Manager, Movers+Shakers Matt Lourie, Project Manager, Movers+Shakers Elissa Arana-Straker, Project Manager, Movers+Shakers Lindsay Hart, Associate Director Influencer Marketing, Movers+Shakers Lena Thompson, Influencer Marketing Manager, Movers+Shakers Brenna Redd, Post Production Supervisor, Movers+Shakers Christopher O’Quinn, Video Editor, Movers+Shakers Phil Russel, Sr. Video Editor, Movers+Shakers Kerstin Emhoff, Co-Founder/CEO, PRETTYBIRD Alex Buono, Writer & Director, PRETTYBIRD Alex Buono, Writer, PRETTYBIRD Matt Pacult, Writer, PRETTYBIRD Tamsin Rawady, Writer, PRETTYBIRD Matthew Jenson, Cinematographer, PRETTYBIRD Micah Gardner, Editor, PRETTYBIRD Jeff Rosenberg, 1st Assistant Director, PRETTYBIRD Jeanne Stawiarski, Executive Producer, PRETTYBIRD Rachel Main, Head of Production, PRETTYBIRD Nate Young, Line Producer, PRETTYBIRD Andrea Tello, Production Supervisor, PRETTYBIRD Andrew Price, Commercial Coordinator, PRETTYBIRD Liz Botes, Costumer, PRETTYBIRD Abraham Esparza, Hair, PRETTYBIRD Jackie Knowlton, Makeup, PRETTYBIRD Jill Anthony Thomas, Casting Director, PRETTYBIRD Kory Marchisotto, Chief Marketing Officer, e.l.f. Cosmetics Laurie Lam, Chief Brand Officer, e.l.f. Cosmetics Brooklyn Boston, Director Brand Marketing, e.l.f. Cosmetics Neiv Toledano, Senior Campaign Manager, e.l.f. Cosmetics Alex Kasper, Director Integrated Marketing Communications, e.l.f. Cosmetics Nayre Bandaryan, Manager Content, e.l.f. Cosmetics Chelsea Carey, Social Media Manager, e.l.f. Cosmetics Alessia Renna, Associate Community Manager, e.l.f. Cosmetics Shelby Newell, Senior Brand Manager, e.l.f. Cosmetics Rex Chou, Director Brand Marketing, Skincare, e.l.f. Cosmetics Sydney Malakeh, Actress Michelle Mao, Actress Necar Zadegan, Actress Nelson Franklin, Actor Carlease Burke, Actress Trevor Barrett, Actor Gary Kraus, Actor Niecy Nash, Actress Chase Mangum, Actor Harrison Xu, Actor

Voodoo Ranger’s target audience is quirky, adventurous beer drinkers, hence the skeleton imagery. But to kick up awareness in an ever-growing IPA marketplace and introduce Fruit Force and Juice Force, the brand went to where its Gen Z demo lives: gaming, comics and animation. Social and TV pitches to “Live Rangerously,” alongside Reddit’s craft conversations, clicked. Sales grew 26% YoY. Voodoo sustained its No. 2 and No. 3 spot in overall craft beer sales in America, Imperial IPA and Juice Force, respectively.

Credits: Shelby Dolan, Associate Media Director, Exverus Media Georgia Schreiner, Associate Media Director, Exverus Media Marlee Thompson, Senior Media Planner, Exverus Media Alex Guardado, Paid Social Manager, Exverus Media Sean Edwards, Assoc. Director of Programmatic, Exverus Media Aaron Silva, Associate Director of Ad Operations, Exverus Media Charles Lai, Director of Analytics, Exverus Media Jack Win, Head of Operations, Exverus Media Talia Arnold, Managing Director, Exverus Media William Durrant, President, Exverus Media

Mountain Dew’s favorite flavor, Baja Blast, sold only at Taco Bell, went universal. To push that anywhere message, its Super Bowl ad introduced the catchphrase “Having a Blast,” utilizing “Parks and Recreation” stars Aubrey Plaza and Nick Offerman. GIFS, viral memes, Snap and a TikTok branded effect helped spread the Blast’s availability. The repositioning worked, scoring No. 2 in The New York Times “Best Of” lists, while #HavingABlast trended ahead of Taylor Swift through three quarters of the big game.

Credits: Client CMO: Greg Lyons VP Marketing: JP Bittencourt Senior Director of Marketing: Kyle Lazarus Brand Marketing Associate Manager: Lindsay Rubin Director, Brand Communications – Louis DeCosmo Senior Director, Consumer Insights – Kevin Moeller Senior Manager, Consumer Insights – Akhila Ramaraju Senior Analyst, Consumer Insights – Maxwell Goodwin President, Direct Focus – Barry Rosen Production Specialist, Direct Focus – Brett Zuckerman Agency Creative Chief Creative Officer: Margaret Johnson Executive Creative Director: Matthew Edwards Executive Creative Director: Wesley Phelan Associate Creative Director: Anthony DiMichele Associate Creative Director: Jen Hart Design Director: Tana Cieciora Account Services Managing Partner: Brian McPherson Group Account Director: Becca Morris Account Director: Jena Verlin Windmueller Account Manager: Aimee Fung Assistant Account Manager: Elizabeth Gordon Brand and Communication Strategy Partner, Head of Brand Strategy: Bonnie Wan Partner, Head of Communication Strategy: Christine Chen Strategy Director: Nik Poon Communications Strategist: Charlotte Cordova Production Director of Production: Jim Haight Senior Producer: Kateri McLucas Business Affairs Director of Business Affairs: Judy Ybarra Business Affairs Manager: Howie Mapson Production Company Company Name: O Positive Production Company City: New York Director: Jim Jenkins Director of Photography: Matthew Libatique Executive Producer: Ralph Laucella EP/Producer: Marc Grill Editorial Company Company Name: Cabin Editing Company Editing Company City: Los Angeles Editor: Nick Rondeau Assistant Editor: Brad Dupuie Managing Director: Adam Becht Executive Producer: Britt Carson Senior Producer: Katy Lester Zamora Audio and Sound Design Company Company name: Sonic Union Sound Design Company City: New York Sound Designer/Mix Engineer: Steve Rosen Sound Designer/Mix Engineer: Owen Shearer Sound Designer/Mix Engineer: Kelly Oostman Mix Assistant: Carly Morgan Studio Director: Justine Cortale VFX Company Company name: Parliament VFX Supervisor: Nathan Kane Creative Lead: Jade Kim, Dan Fine, Kay Khanna Creative Team: Taner Besen, Dhruv Shankar, Franz Kol, Seon Crawford, Michael Marsek, Cesar Zambelli, Juan ‘JZ’ Zavala, Steve Beck, Martin Gunnarsson, Gianluca DiMarco, Nathan Mckenna, Sue Jang, Ashley Thomas Production Team: Anna Kravtsov, Caroline Goujard Color Company Company name: Royal Muster Color Grade: Roslyn Di Sisto

Reuters and EY attempted to position EY executives as subject matter experts beyond their traditional areas of tax and audit. They created a short-form, news-style video series to serve professional audiences. Each episode featured an EY expert discussing such topics as macro-economics, AI trends, cryptocurrency and the future of work. Supported by spots on Bloomberg TV and by distribution on Reuters.com, the Reuters app and social media platforms, the 12 episodes generated over 49.4 million ad impressions, 163,000 ad clicks, and 200,000 hub page views.

Credits: Krissie Hart, Partnership Lead, Reuters Juliet Hindell, Executive Producer, Reuters Plus Kelly Hedinger, Sales & Marketing Solutions South Devyn Tringali, Lead Project Manager, Reuters Plus Scott Walker, Project Manager, Reuters Plus Ryan Collins, Planner, Reuters Plus

In their research on peanut butter and America’s love & fascination for the product, it was uncovered that it’s possible to make real diamonds out of peanut butter. The most famous cultural symbol for winning a Super Bowl is the Super Bowl championship rings. But there has never been a cultural prize for the losing team. To create belonging for the losers while championing the power of peanut butter M&M’S to bring comfort, M&M’S created the Almost Champions Ring of Comfort.

Credits: David Lubars, Chairman/Chief Creative Officer, BBDO Worldwide Luiz Sanches, Chief Creative Officer, BBDO North America Matt MacDonald, Chief Creative Officer, BBDO New York Peter Kain, Executive Creative Director/Copywriter, BBDO Marcelo Nogueira, Executive Creative Director/Copywriter, BBDO Tom Kraemer, Senior Creative Director/Copywriter, BBDO Judd Counsell, Senior Creative Director/Copywriter, BBDO Breno Ribeiro, Creative Director/Art Director/Designer, BBDO Luz Arroyo, Associate Creative Director/Copywriter, BBDO Maya Iwata, Sr. Art Director, BBDO Benner Rawley, Sr. Copywriter, BBDO Ross Hull, Jr. Copywriter, BBDO John Ratkowiak, Jr. Art Director, BBDO Jong Yeu Wu, Designer, BBDO Brenda Cho, Jr. Designer, BBDO Mark Lester, SVP, Project Management Director, BBDO Alex Gianni, EVP, Director of Content Production, BBDO Kimberly Clarke, VP, Group Executive Producer, BBDO Scotty Schuckies, Senior Producer, BBDO Cleo Montagnana, Associate Art Producer, BBDO Shelly Bloch, Sr. Business Affairs Manager, BBDO Julia Millison, Senior Music Producer, BBDO Caitlin Patrick, EVP, Senior Account Director, BBDO Grace Hargrave-Thomas, SVP, Account Director, BBDO Melissa Reisman, Account Director, BBDO Leah Baumgarten, Account Manager, BBDO Cory Bork, Assistant Account Executive, BBDO Vanessa Romann, EVP, Group Strategy Director, BBDO Yin Chung, EVP, Group Strategy Director, BBDO Enda Conway, SVP, Head of Connections Planning, BBDO Carly Duris, Senior Connections Planner, BBDO Derek Zimmerman, VP, Group Director of Marketing Science, BBDO Val Carlson, Chief Creative Officer, Critical Mass Andrew Lavery, VP, Executive Creative Director, Critical Mass Jen Dorman, Executive Creative Director, Critical Mass Will Danilow, Group Creative Director, Critical Mass Ty Johnson, Group Design Director, Critical Mass Cody Murri, Group Creative Engineering Director, Critical Mass Eric Jorgensen, Creative Director, Critical Mass Javier Olivares, Associate Creative Director, Critical Mass Liam Walsh, Copywriter, Critical Mass Emma Rosenberg, Designer, Critical Mass Brian Asner, VP, Strategy, Critical Mass Shawn Thompson, VP, Strategy, Critical Mass Lauren Duchon, VP, Project Delivery, Critical Mass Sarah Lobdell, Program Director, Critical Mass Alysson Scartz, EVP, Global Client Lead, Critical Mass Michael Kelly, VP, Client Partner, Critical Mass Meghan Sejna, VP, Client Partner, Critical Mass Lauren Rapoport, VP, Client Partner, Critical Mass

Beloved icon Barbie became the biggest pop-culture phenomenon of the year, as Hearts & Science's campaign drove the film to a $1 billion box office. The campaign generated 4.5 million interactions across Amazon with 2 billion impressions, and featured a Roku Barbie screensaver that earned 173 million impressions and a 3D Barbieland dreamhouse on Pinterest - the largest pin extension ever. From its start to the film's opening, the campaign drove +55% unaided awareness and generated 2X search interest vs. all 2021-2022 films.

Credits: .

American Express hoped to increase homepage engagement by 20% while enhancing the user experience. It worked with iCrossing to optimize target keywords based on real-time search data, with no additional budget. Seeking to improve user engagement on its homepage product filter with fewer clicks, it changed keywords based on analysis of homepage placement. The new filters were permanently added to the homepage. The result: Usage of homepage product filters increased by 25.2% YoY by December 2023. And there were gains of 38% by February 2024.

Credits: Benjamin Fine, Associate SEO Director, iCrossing; Amy Li Sr. SEO Analyst, iCrossing; Louise Li Web Governance, American Express; Taylor Robinson, Global Enterprise SEO & Web Operations, American Express; Kyle Kasharian, Senior Analyst, Enterprise SEO, American Express; Thuy Hang Pham, Product Manager, American Express; Courtney Dodds, Product Executive, American Express;

Specialty retailer The Vitamin Shoppe employed a data-driven approach to ensure every communication was hyper-relevant. This spanned its abandoned series, including browse, cart, and checkout reminders. But it took a new approach in collaboration with Movable Ink, introducing product reviews and Q&A content into its abandoned cart emails. In addition to serving as a reminder, these emails motivated customers to return to their carts. This effort led to a 6.49% lift in click-through rates, a 102.28% increase in conversions, and an 205.83% surge in revenue.

Credits: Karen Szarvas, Senior Director, CRM & Loyalty, The Vitamin Shoppe Ryan Gudovitz, Director, CRM & Loyalty, The Vitamin Shoppe Melissa Harford, CRM Specialist, The Vitamin Shoppe Laura Capua, Campaign Consultant, Oracle Digital Experience Agency

Flonase partnered with Shondaland, the production company of Shonda Rhimes, to produce a culturally relevant campaign during the high allergy season. Tied to the Bridgerton Netflix series, the campaign aimed at a young, diverse audience. Flonase sought to elevate its brand visibility in a crowded market by delivering creative storytelling. And this effort worked, generating a +29-point increase in brand lift for Flonase, 297.5 million impressions in earned media, and boosts in unaided brand awareness and product familiarity across platforms like Instagram, Facebook, and TikTok.

Credits: Katie Williams, CMO, Haleon Sameer Rabbani, Marketing Director, Haleon Tish Tillie, Marketing Director, Haleon Chelsea Berg, Media Strategy Manager, Haleon Aimee Garriga, Integrated Marketing and Strategy Lead, Haleon Sarah Miller, External Communications Manager, Haleon Natalie Castillo, Amazon Customer Sales Manager, Haleon Sammi Zola, US Commerce Media Manager, Haleon Denisa Adetola, Brand Manager, Haleon Madison Gabor, Account Manager, Edelman Vanessa Mendiola, Account Manager, Edelman Ciana Williams, Account Manager, Edelman Samantha Beegel,Account Executive, Edelman Emily Africk, Strategist, Edelman Chris Dilorio, Chief Creative Officer, Shondaland Sandie Bailey, Chief Creative Officer, Shondaland Atit Shah, Chief Creative Officer, Publicis Le One Tia Valenti, Associate Creative Director, Shondaland Mark Book, Content Manager, Publicis Le One Katherine Saxon, Content Producer, Publicis Le One Grace Chen, Content Supervisor, Publicis Le One Savannah Turner, Strategic Planner, Publicis Le One Faris El Akbani, Strategic Planner, Publicis Le One Mandy Murawsky, Strategic Director, Publicis Le One Matt Chimera, Strategic Director, Publicis Le One Kathryn Smolen, Strategic Director, Publicis Le One Linda Fitzsimmons, President, Business Director, Publicis Le One Tim James Brown, Director, PMA Film & TV Pip Ayers, Producer, PMA Film & TV Harry Hardwick, Producer, PMA Film & TV Denis Crossan, Director of Photography, PMA Film & TV

Arby’s was losing its share of Millennial consumers to competing QSRs. With the release of Good Burger 2, Arby’s brought iconic menu items from the movie to reality with a special meal. Arby’s blurred the lines of fiction and reality with creative work that featured imagery from the original Good Burger movie alongside a restaurant pop-up experience. The campaign drove +6% foot traffic during weekend daypart visitation. Arby’s achieved its goal and saw immediate brand impact with positive conversation and sentiment up +73% amongst Millennials.

Credits: Alex Kirkpatrick, Vice President, Strategy, Zenith Ellen Rose, Chief Marketing Officer, Arby's, Travis Freeman, SVP Demand Generation, Chief Media Officer, Inspire Brands

JCPenney's is fighting hard to regain relevance. (Many people don’t even realize it is still in business.) With “Make it Count,” it set out to remind people why the refreshed and revamped store should be on their holiday list. Sports tie-ins with Amazon’s NFL Thursday Night Football and Apple TV’s MLS Season Pass included custom content. It paid off, with a 4% lift in ecommerce in the first two months. Among Gen Z and millennial women, a core target, buzz scores spiked 200%.

Credits: Jonathan Fanucci, EVP, Managing Director, dentsu X Katherine Kahn ,VP, Client Solutions & Planning, dentsu X Andrew Antaki, Group Director, Client Solutions & Planning, dentsu X Justin Marshall, Group Director, Paid Social, dentsu X Chris Ruberg, Director, Paid Social, dentsu X Michelle Ziegler,VP, National Video Investment, dentsu X Ryan Jenkins,Director, National Video Investment, dentsu X Lacey Tompkins, Group Director, Digital & Programmatic, dentsu X Rachel Pedersen, Associate Director, Programmatic, dentsu X Katie Mullen, Chief Customer Officer, JCPenney Carl Byrd, VP Creative & Brand Synergy, JCPenney Bill Cunningham,VP, Marketing Strategy, JCPenney Keith Bohling, Director, Paid Media, JCPenney Jessica Grapengater, Senior Manager, Paid Media, JCPenney Chaya Oliver, Manager, Paid Media, JCPenney Madison Hamm, Sr Specialist, Paid Media, JCPenney

NBA Mind Health collaborated with Reingold on a campaign to mark Mental Health Awareness Month in May 2024. It featured a light-hearted Mind Health Squad basketball persona. A custom results pages offered sports-styled videos. “Meet your 2024 Mind Health Squad,” said one. “Each player has a go-to-move, a simple action you can take to boost your mind health.” The campaign provided an interactive personality quiz that reflected users’ preferred approach, and offered six steps to enhance mental wellness: move, play, pause, learn, connect, and nourish.

Credits: Micah Lubens, Project Director, Reingold. Emma Watson, Project Director, Reingold. Chidi Opaigbeogu, Project Manager, Reingold. Nikki Blackman, Digital Project Manager, Reingold. Michael Sharp, Copywriter, Reingold. Kerry Porter, Art Director, Reingold. Matthew Campolongo, Art Director, Reingold. Carly Wooten, Front-end Developer, Reingold. Jordan Barber, Animator, Reingold. Selina Donahue, Animator, Reingold.

AT&T Fiber partnered with Apartment Therapy to target people who planned to move from one residence to another by leveraging content creators in the home space. Videos were created to provide house and apartment tours. Smart banners were tied to editorials that directed audiences to AT&T Fiber’s website using a combination of ZIP code and behavior-based audience segments. The media exceeded partner CTR benchmarks by more than 100% and content generated more than 1.5x higher page views. The program outperformed time-spent benchmarks by 94%.

Credits: .

United Airlines lifted local market share of voice in a Super Bowl campaign by teaming up with Carat and Kyle Chandler, the star of “Friday Night Lights,” on the premises of believing. During Superbowl, a national social post encouraged football fans to book a flight. If their team lost, United would wave flight change fees. The campaign generated up to 100% positive sentiment locally, 10% increase in traffic to united.com, and $8.7 million in ticket sales. TikTok, Meta, LinkedIn users shared the videos nearly 14K times for a total of 10,500 mentions.

Credits: - Brooke Bowhay, VP, Planning, Carat   - JaredTolley, Senior Manager, National Video, Carat   - Kelsey Wright, Senior Manager, Paid Social, Carat   -  Lisa Meyer, Group Director, Local & Audio, Carat    - Teo Pollini, Strategy Director, Carat   - Madison Herron, Sr. Manager, Strategy, Carat   - Miriam Schulman, Manager, Planning, Carat    - Njideka Akudinobi, Associate Director, Planning, Carat   - Robert Cortez, Associate, Planning, Carat   - Taylor Bolding, Senior Associate, Planning, Carat   - Scott Kirby, Chief Executive Officer, United Airlines   - Josh  Earnest, EVP, Communications and Advertising, United Airlines   -  Maggie  Schmerin, Chief Advertising Officer, United Airlines   - Meg Mitchell, Global Creative Director, United Airlines   - Dana Hughes, Head of Films & Special Projects for Global Advertising and Social Media, United Airlines   - Mike Wolf, Advertising & Social Media Manager, United Airlines   - Nicole Carriere, Managing Director of Consumer and International Public Relations, United Airlines    -  Deb Song, Director of Consumer Public Relations, United Airlines   - Britanny Klaus, Director Advertising & Social Strategy, United Airlines - Athena Nestoras, Sr. Manager Advertising & Social Strategy, United Airlines

OVO Energy created the world’s first programmatically traded DOOH campaign connected in real-time with National Grid data. A custom algorithm was built to determine the greenest moments in the day to fuel programmatic buying through the Hivestack DSP. The greener the moment, the greater the level of display and the algorithm automatically bids during these moments. The Greener Grid initiative exceeded client expectations and a broader channel rollout was planned for 2024 as a result of its success in delivering for business and the planet.

Credits: Franki Goodwin, Chief Creative Officer, Saatchi & Saatchi Will John, Executive Creative Director, Saatchi & Saatchi Ali Dickinson, Creative Director, Saatchi & Saatchi Rich Holmes, Senior Creative, Saatchi & Saatchi Zac Ellis, Senior Creative, Saatchi & Saatchi Pete Ioulianou, Senior Creative, Saatchi & Saatchi Ollie Agius, Senior Creative, Saatchi & Saatchi Ophelia Stimpson, Strategy Director, Saatchi & Saatchi Bridget Moyle, Planner, Saatchi & Saatchi Jon Tapper, Managing Partner, Saatchi & Saatchi Sophie deGraft-Johnson, Business Leader, Saatchi & Saatchi Maddie Williams, Account Director, Saatchi & Saatchi Louisa Pudney, Account Manager, Saatchi & Saatchi Rachel Solomon, Executive Production Director, Saatchi & Saatchi Chris Thomas, Senior Producer, Saatchi & Saatchi Nathan Crawford, Executive Design Director, Saatchi & Saatchi Francisco Fernandes, Design Director, Saatchi & Saatchi Selena Matthews, Business Director, Goodstuff Gen Tompkins, Chief Client Experience Officer, Goodstuff Roy Shepherd, Head of OOH, Goodstuff Callum Chaundy, OOH Director, Goodstuff Shaun Loveridge, Planning Director, Goodstuff Mark Bucknell, Chief Commercial Officer, JCDecaux UK Bill Vidal, Head of Commercial Optimisation, JCDecaux UK Elena Karoussis, Head of Marketing, Agencies & Partners, JCDecaux UK Simon Wildman, Chief Partnerships Director, JCDecaux UK Alan Higginson, Asset Manager, Partnerships, JCDecaux UK Philip Cook, Senior Project Manager, JCDecaux UK Kirsty Macfarlane, Associate Director, Commercial Operations, JCDecaux UK Alice Tendler, Brand and Marketing Director, OVO Kayley Cracknell, Head of Marketing and Advertising, OVO Sarah Rae & Joe Parker, Lead Brand Advertising Managers, OVO Laura Tolhurst, Brand Advertising Manager, OVO Lee Cutter, VP, Sales - UK, Nordics & MENA, Hivestack by Perion Ronan Cezar, Lead Technical Account Manager EMEA, Hivestack by Perion Agata Gajek, Account Manager | Client Services EMEA, Hivestack by Perion Harry Hayden, Platform Support Specialist EMEA, Hivestack by Perion