Winners

2017 Best in Show

Online Advertising Creativity

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

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Online Marketing

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

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Online Advertising Creativity 2017 Winners

Advertising/Promotion Website or Microsite

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

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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)

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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

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Banner: Standard/Flash/Rich Media

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

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Content Marketing: Single Execution

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

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Content Marketing: 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

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Contest/Promotion/Sweepstakes

#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

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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

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Email: Campaign

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

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Home Page Takeover

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

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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

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Interactive Creative

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

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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

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Mobile: Single Execution

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

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Mobile Marketing: All Mobile Campaign

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

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Mobile: App

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

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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

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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

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Native Advertising: Single Execution

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

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Native Advertising: Campaign

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

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Photography

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

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Programmatic Creative

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

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Rich Display Media: Single Execution

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

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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

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Search Marketing: SEM Campaign

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

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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

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Social: Facebook Campaign

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

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Social: Twitter Campaign

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

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Social: Use of Single Platform, Other

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

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Social: Campaign Across Platforms

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

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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

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User-Generated Content

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

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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

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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

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Video: Campaign

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

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Viral Campaign

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

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Virtual Reality/Augmented Reality

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

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Wearables/IoT Platform

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

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Online Marketing 2017 Winners

Activism/Public Service

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

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Apparel/Fashion

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

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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

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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

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Beverage (non-alcoholic)

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

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Business-to-Business Campaigns

“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

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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

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Entertainment: Movies

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

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Entertainment: Games/Music/TV/Other

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

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Fashion/Beauty/Cosmetics: Campaign

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

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Financial Services

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

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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

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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

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Pharmaceuticals

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

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Retail

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

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Sports/Live Events

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

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Technology : Gadgets & Devices

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

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Technology/Web Services

“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

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Travel/Tourism Campaigns

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

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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

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Business-to-Business Website

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

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Causes/Charity/Non-Profit Organization Website

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

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Entertainment: Games/Movies/Music/Sports/TV

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

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Fashion/Beauty/Cosmetics Website

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

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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

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Retail/Restaurants Websites

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

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