Winners

2018 Best in Show

Online Advertising Creativity

Stranger Things S2: Turning Media Conventions Upside Down by Mediahub for Netflix

After Stranger Things Season 1 became a smash hit, Netflix justifiably geared up to grow viewership and social conversation for Season 2. That is where Eleven-level powers came in handy. As it turned out, the first season’s hardcore fans were also passionate about gaming and technology. That is how Mashable, GameSpot, and Metacritic were turned entirely upside down, invisting the fans into the Upside Down. This thrilling experience contributed to 16 million viewers in the first weekend, and increased social conversation by 5.8x.

Credits: John Moore Global President Mediahub Sean Corcoran EVP, Director of the Americas Mediahub Laurel Boyd SVP, Director of R+D Lab Mediahub Christine Bradt SVP, Group Media Director Mediahub Michelle Blaser Associate Media Director Mediahub Simeon Edmunds Associate Director of R+D Lab Mediahub Ali Sakai Senior Media Planner Mediahub Caroline Winslo Media Planner Mediahub Chris Lee Marketing Director, UCAN Netflix Kelly Hughes Marketing Manager, UCAN Netflix

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Online Marketing

Turning Dreaming into Action – Reimagining P&O’s Online Experience by Publicis.Sapient for P&O Cruises Australia


P&O Cruises Australia lost the bulk of its sales when customers experienced choice anxiety. To overcome this, Publicis.Sapient created a web campaign that introduced new filters and options that limited the number of cruises to choose from. Interchangeable modules, a new homepage balancing the needs of the cruise line’s customers and groupings of identical itineraries, in addition to the introduction of a virtual concierge assistant, led to an increase in mobile revenue share from 10% to 40% and 17 out of 20 record-breaking sales days.

Credits: Publicis.Sapient Associate Creative Director Experience Design: Niklas Zillinger Senior Experience Designer: Bradley Weiss Senior Experience Designer: Massimo Nonis Design Lead: Marc Obieglo Senior Designer: Robert Mead Senior Designer: Jodan Cook Data Analytics & Personalisation: Jason Lam Data Analytics & Personalisation: Jason Fonseca Senior Project Manager: Kunal Bhatia Project Manager: Su Jang Client Partner: Joshua Slighting Client Partner: Brett Thompson

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2018 Member's Choice

Online Advertising Creativity

Ready Player One Easter Egg Hunt Contest by Merkle, Inc. for Warner Bros. Home Entertainment

The promotion for sci-fi adventure film "Ready Player One" included an online social scavenger hunt with clues that drew on material from older WB movies, like "Excalibur" and "The Shining." The contest launched with a video promoted from the Ready Player One Facebook page, and Merkle targeted audiences using Warner Bros.' data gathered from theatrical ticket purchases, as well as fans of related films and content. The campaign delivered an estimated 5 million Impressions and 243,000 video completions.

Affiliated Agency: MFactor (Creative)

Credits:

Warner Bros Digital Marketing: Jack Walker, Vice President, Elisa Chun, Executive Director, Stephen Simyak, Director, Zaina Madain, Director, Adriana Monsalve, Director, Tammesia Green, Sr. Manager, Julieta Martinez, Manager, Data. Merkle Team:  Shannon Donahue, Manager, Media Services, Christian Murakami, Media Specialist, Nina Guo, Media Specialist, Pele Maree, Digitsl Strategy Lead, Jeanette Rodriguez, Specialist, Media Platforms & Operations, Nathan Morris, Analytics Manager. MFactor Team: Melodie Smith, Executive Creative Director, Mark Esparza, Creative Director, Kelsey De Weerd, Associate Creative Director, Nick Huntington, Senior Editor, Chris Kirkman, Lead Motion Graphics.

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Online Marketing

Unicef Kid Power by Fresh Digital Group for UNICEF


UNICEF and Fresh Digital Group teamed to create Kid Power, a voice adventure skill for Amazon’s Alexa. The Alexa skill introduces to children to engaging with Alexa by integrating it with the current Kid Power brand platform. The voice skill uses Alexa, voice recordings, sound effects and music to add entertainment value. Children can take an audio adventure swinging on vines in a tropical forest, crossing rivers and climbing trees. At the completion of each adventure, users unlock food packets, promoting exercise and saving lives.

Credits: Doug Robinson, CEO of Fresh Digital Group Judy Robinson, CCO of Fresh Digital Group Tobes Kelly, Director

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Online Advertising Creativity 2018 Winners

Advanced TV

T-Commerce: Movie Tickets by BrightLine and Hulu  for Warner Bros./MGM

Smartphones aren’t the only way to get more interactive with entertainment. How about the older fashioned TV remote control? Created to shop directly from the TV screen, an interactive spot -- using the TV remote -- was touted for the new Warner Bros’ “Tomb Raider movie. Watching the content, viewers could select show times and purchase tickets using new snazzy TV technology which geo-located viewers. The results raided all the competition -- 33% clicked for show times; 27% clicked "Buy Now."

Affiliated Agency: OMD (for Warner Bros./MGM)

Credits: *Peter Naylor, SVP Ad Sales, Hulu *Jacqueline Corbelli, Founder, Chairman & CEO, BrightLine *Manny Berrios, CTO, BrightLine *Rob Aksman, Chief Strategy Officer, BrightLine *Sandro Camarao. VP, Product Management, BrightLine *Jane Lin, Product Marketing, Hulu *Beth Purcott, Technical Program Manager, Hulu *Tim Farrer, Director, Product Design, BrightLine *Jaime Boyaca, VP, Product Integration & Innovation, BrightLine *Lee Brown, Senior Engineer, BrightLine *Nayemul Chowdury, QA Manager, BrightLine *Jaime Munoz, Chief Architect, BrightLine *Hillary Blick, Sr Designer, BrightLine *Mark Wasiljew, Senior Director, Business Development & Partner Management, Fandango *Anush Laxpati, artner Relations & Business Development, Fandango * David Overman, Senior Software QA Engineer, Hulu *Jeff Malone, Principal Software Development Lead, Hulu *Bernice Ye, Senior Technical Program Manager, Hulu *Nathan Hamal, Software Developer, Hulu *Zack Cava, Senior Software Developer, Hulu *Atticus Crowe, Technical Program Manager, Hulu *Matthew Geller, Technical Program Manager, Hulu *Amanda Anderson, Quality Assurance Engineer, Hulu *Huiqing Zhan, Software Developer, Hulu *Patrick Lewis, Ad Platform Specialist, Hulu *Sean Green, Senior UX Prototyper, Hulu *Ting Wu, Associate UX Designer, Hulu *John Sykes, UX Researcher, Hulu *Marianne Kroutchkevitch, Senior UX Researcher, Hulu *Andrew Boonkrong, Manager, Experience, Hulu *Jason Williams, Launch Readiness Program Manager, Hulu

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Animation

4/20 by Starcom  for Wingstop

Capitalizing on marijuana users’ legendary cravings for munchies, Wingstop restaurants used animated commercials to target binge-watching potheads to take a “High-Atus” for chicken wings on April 20, the growing-more-popular 4/20 cannabis celebration day. Four sequential 15-second ads, reminiscent of vintage promos for cinema snack bars, ran during a single program on Hulu, each one “trippier” than the previous one. These were followed with online retargeting, with the ads also running on cable and in cinemas. Sales on 4/20 rose 9%.

Affiliated Agency: Barkely, Evolution Audio

Credits: -

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Advertising/Promotion Website or Microsite

Super Bowl Ads for All by Goodby Silverstein & Partners  for Tostitos

Bypassing the typical TV ad, Tostitos created a microsite where party hosts could create personalized 60-second ads promoting their own Super Bowl parties. The custom-ad generator included dozens of mix-and-match Super Bowl–ad clichés as well as celebrity Alfonso Ribeiro (Carlton from The Fresh Prince of Bel-Air). Tostitos emailed the custom ads to guests, who were retargeted with banners reminding them to attend along with coupons for free Tostitos chips. The campaign generated 9X the typical TV Super Bowl spot with 900 million earned media impressions.

Credits: CLIENT NAME: FritoLay BRAND: Tostitos SPOT NAME: Super Bowl Ads for All AIR DATE: 1/14/18 AGENCY: Goodby Silverstein & Partners CO-CHAIRMEN: Jeff Goodby and Rich Silverstein CHIEF CREATIVE OFFICER: Margaret Johnson CREATIVE DIRECTOR: Jeff Gillette ASSOCIATE CREATIVE DIRECTOR: Eamonn Dixon, Daniel Grech COPYWRITER: Eamonn Dixon, Trevor Joplin ART DIRECTOR: Daniel Grech, Eleanor Rask EXECUTIVE PRODUCER: Benton Roman INTERACTIVE PRODUCER: Austin Kim BROADCAST PRODUCER: Olivia Baker DIRECTOR OF BRAND STRATEGY: Bonnie Wan STRATEGY DIRECTOR: Ralph Paone SENIOR BRAND STRATEGIST: Harper Bokum-Fauth COMMUNICATIONS STRATEGIST: Catherine Kim JUNIOR COMMUNICATIONS STRATEGIST: Nicole Bruno SENIOR BUSINESS AFFAIRS MANAGER: Heidi Killeen ACCOUNT DIRECTOR: Becca Morris ACCOUNT MANAGER: Lisa Kourakos ASSISTANT ACCOUNT MANAGER: Maddie Kirkland MEDIA AGENCY: OMD PRODUCTION COMPANY: Tool of North America DIRECTOR: Geordie Stephens MANAGING PARTNER: Oliver Fuselier MANAGING PARTNER: Dustin Callif EXECUTIVE PRODUCER, INTEGRATED: Joshua Greenberg EXECUTIVE PRODUCER, INNOVATION: Adam Baskin CREATIVE DIRECTOR, INNOVATION: Joshua Jetson HEAD OF PRODUCTION, LIVE ACTION: Amy DeLossa HEAD OF PRODUCTION, INNOVATION: Michael Bucchino LINE PRODUCER: Gabe Reiter DIRECTOR OF PHOTOGRAPHY: Mark Plummer PRODUCER, INNOVATION: Matthew Walsh INNOVATION PRODUCTION SUPERVISOR: Joaquin Gonzalez INTERACTIVE DESIGNER: Juan Camilo Castro TECH LEAD: Nickel Media VIDEO RENDERING: Imposium QA LEAD: Hook QA POST PRODUCTION SUPERVISOR: Tracy Bunting POST PRODUCER: Brian Friel EDITOR: Kevin Zimmerman ASSISTANT EDITOR: Doug Scott VFX: SHED MANAGING DIRECTOR / VFX SUPERVISOR: Paul O’Shea VFX PRODUCER: Brian Friel COLOR PRODUCER: Amy Redfern COLORIST: Billy Hobson COMPOSITOR: Stefan Smith COMPOSITOR / MATTE PAINTER: Ben Persons SOUND DESIGN: Lime Studios SOUND ENGINEER: Joel Waters ASST. SOUND ENGINEER: Chris Nungary MUSIC: Butter Music

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Artificial Intelligence

Amazon Echo Q2 POLV Campaign by true[X]  for Amazon Echo

This Amazon Echo campaign gave consumers a real-time test of what an actual Amazon Echo can do by creating an ad that let desktop users actually try Alexa voice commands in a virtual house. The voice-activated desktop had two versions, one for use in a living room and one in a kitchen. During the ad, a virtual living room and kitchen were created on the screen. This was Amazon Echo's first interactive video ad campaign.

Affiliated Agency: Rufus @ Initiative (Agency dedicated to Amazon), Joystick (Development)

Credits:

Caleb Windover - Senior Media Manager, Amazon Jordan Walker - Program Manager, Just Ask | XCM Cross Category & Channel Marketing Jeremiah Alavi - Supervisor, Rufus Davi Kong - Associate Director, Digital Partnerships, Rufus Sridevi Reddy - Negotiator, Digital Partnerships, Rufus Deniz Coker - Senior Interactive Producer, true[X] Caylin Gentry - Account Manager, true[X] Gena Schirer - Sales Director, true[X] Jordan Walker - Advertising Project Manager, Echo, Amazon Steiner Kierce - Freelance Senior Producer, Amazon Jimmy Pardi - Creative, Amazon Ryan Obermeier - Art Director, Amazon, Kim Merritt - Senior Creative Strategist, true[X], Jonathan Zajdman - Art Director, true[X], Andrew Olson - VP Account Management, true[X], Matthew Bauer - Sr. Director, Sales, true[X]

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Blogs

Diversity in Travel by Fareportal  for CheapOair

Does good business and being a good world citizen go hand in hand? Fareportal, the travel technology company and the second largest seller of flights in the USA, helps CheapOair and OneTravel brands encourage diversity. And so far, the company’s multi-cultural orientation has paid off. Much of Fareportal’s strength in sales of international flights has been attributed to its ongoing focus on multi-cultural themes such as Black History Month, Hispanic Heritage Month, Asian-Pacific American Heritage Month, etc., delivering inspirational and educational stories.

Credits: • Kathi Moore - VP, Branding and Communications • Morlette Cowan - Manager, Content • Dave Odegard - Content Strategist • Dhinesh Manuel - Content Writer • Tasmiah Rashid - Content Writer • Joseph Decibus - Content Writer • Shannon Durso - Associate Content Writer

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Chat Bots

RBC Insurance Helps you 'get' Insurance by Initiative / Contobox  for RBC Insurance

To help consumers understand and buy insurance, RBC Insurance, Initiative and Contobox created an insurance assistant chatbot to help millennials and young families learn the ins and outs. The RBC Insurance assistant chatbot was delivered programmatically using a technology that identified whether a publisher's site offered expandable display and delivered the appropriate interactive ad unit. The campaign's user engagement rate of 1.25% performed 2.9X higher than the Google Display benchmark (0.32%).

Credits: RBC Insurance Margaret Adaniel, Senior Director Insurance and Investment Dawn Bednarski, Marketing Director, Insurance Tracey Kribs, Senior Manager, Insurance Candice Pusey, Marketing Manager, Insurance & Investments Initiative Jannie Densing, Group Director, Digital Communications Alicia Petralia, Manager, Communications Design Megan Andrews, Manager, Communications Design Amanda Frail, Supervisor, Communications Design Russell Cross, Senior Communications Designer Justin DePass, Campaign Manager, Digital Contobox Jeremy Del Zotto, Account Executive Spencer Filek-Gibson, Account Executive, Programmatic Erica Brodie, Account Manager Scott Victor, Director, Experience Management Kirstine Caparas-Galcon, Experience Manager Chris Constandinou, Manager, Front-End Development Firuz Azizov, Project Manager Eugene Kozlov, Developer Yustin Musidi, Developer Amar Lassoued, Developer Jordan Lacopo, Developer Erick Benzo, Developer Haris Rizwan, Quality Assurance Farrukh Gaffarov, CTO Grip creative team Emily Robinson, Director Business McKenzie Clune, Account Coordinator Michael Brathwaite, Manager, Business

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Content Marketing: Single Execution

Have You Seen This Ad? by Mic  for Truth Initiative

Understanding today's youth need humor and authenticity, anti-smoking group Truth teamed with Mic platform to film youth watching ads developed by tobacco company mandated by the US Federal Court to issue corrective statements to their fraudulent claims. The clip captured people’s real responses to these ads and provide unexpected corrective statements designed to enlighten and engage readers. Within the first four days, the video amassed over 1MM Facebook views, surpassed Mic’s average engagement by 198% and had an in-view time 149% above expected video benchmarks.

Affiliated Agency: Media Assembly: Media Agency; Bien: Motion Design Studio

Credits: VP of Sales: Nick Heitz (Mic) Account Manager: Louise Jones (Mic) Executive Producer: Lindsey Ferrier (Mic) Creative Director: Noah Shulman (Mic) Senior Producer: Whitney Buxton (Mic) Director of Photography: Zach Goldstein (Mic) Editor: Dan Melius (Mic) Writer: Phinehas Hodges (Mic) Account Manager: Layla Heidari (Mic) Animation: Bien Motion Design Studio VP, U.S. Content Director: Alicia Bachardy (Media Assembly) VP, Integrated Communications Group Director: David Pinto-Carpenter Digital Supervisor: Ryan Blemings (Media Assembly) Associate Director, Integrated Communications: Will Flohr (Media Assembly) Integrated Communications Associate: Sarah DeGrazia (Media Assembly) Assistant Planner: Emily Lacorte (Media Assembly) Brand Marketing Coordinator: Logan Nelson (Truth Initiative) Senior Manager, Digital Marketing: Kimberly Rene Smith (Truth Initiative) Managing Director: Jasmin Malone (Truth Initiative)

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Content Marketing: Campaign

Dundee: The Son of a Legend Returns Home by UM and Droga5  for Tourism Australia

Australian tourism was stagnant. Enter UM, which announced a reboot of "Crocodile Dundee," only it wasn't a movie, it was a campaign delivered during the Super Bowl. They retargeted all engaged users with compelling offers and content addressing ‘Why Australia?” while directing them to Australia.com to explore itineraries. The week following the reveal saw a 35% growth in searches for flights and Dundee was the #1 Most-Viewed Super Bowl Campaign. G'day, mate!

Affiliated Agency: Media: UM New York & UM Sydney; Creative Agency: Droga5; PR: Kovert Creative; Production: Revolver/Will O'Rourke, Second Child, Biscuit Filmworks, Exile Editorial

Credits: Chris Colter, Strategy Lead, UM Sydney; Sophie Bingham, Group Account Director, UM Sydney; Sarina Ballauff, Digital Director, Global Business, UM Sydney; Ashleigh Krstanoski, Client Director, UM Sydney; Anthony Thomas, Digital Manager, UM Sydney; Danny Huynh, SVP Client Business Partner, UM New York; Nataly Cavagnaro, VP Group Partner, UM New York; Kari Lang, Portfolio Manager, UM New York; Jillian Irizarry, Senior Manager Investment, UM New York; Daniele Ashkenazy, Associate SEM & Social Director, UM New York; David Droga, Creative Chairman, Droga5; Chris Colliton, Creative Director, Droga5 Kevin Weir, Creative Director, Droga5; Jim Curtis, Associate Creative Director, Droga5; Ryan Fitzgerald, Associate Creative Director, Droga5; Devin Croda, Design Director, Droga5; Jen Lally, Designer, Droga5; Jesse Brihn, Co-Director of Film Production, Droga5; Andrew Slough, Executive Producer, Film, Droga5; Jocelyn Howard, Director of Business Affairs, Droga5; Alex Smith, Producer, Interactive, Droga5; Cliff Lewis, Director of Art Production, Droga5; Will Davie, Group Strategy Director, Droga5; Colleen Leddy, Head of Communications Strategy, Droga5; Delphine McKinley, Communications Strategy Director, Droga5; Hillary Fink, Senior Communications Strategist, Droga5; Janet Kim, Data Strategist, Droga5; Edward Rogers, Group Account Director, Droga5; Marissa Guerra, Account Director, Droga5; Annie Sherbon, Account Manager, Droga5; Jeff Winsper, Associate Account Manager, Droga5; Marianne Stefanowicz, Global Head of PR, Droga5; Danny Hernandez, PR Manager, Droga5; Steve Rogers, Director, Revolver/Will O'Rourke; Michael Ritchie, Managing Director, Revolver/Will O'Rourke; Pip Smart, Executive Producer, Revolver/Will O'Rourke; Russell Boyd, Director of Photography, Revolver/Will O'Rourke; Pete Sciberras, Editor, EXILE; Ted Royer, Chief Creative Officer, Droga5 Aaron Matys, Producer, Media, Droga5

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Contest/Promotion/Sweepstakes

“Keep On Dancing” by Pathway  for Astellas Pharma US, Inc. / Myrbetriq

“Dancing With The Stars” has a dedicated fan base, so targeting women 45+ is an ideal demographic. Sponsored by Myrbetriq, which addresses OAB sufferers, the site used Lea Thompson to illustrate its “keep on dancing” mantra. Large digital billboards in Times Square, custom vignettes of Thompson and “DWTS” dancer Tony Dovolani, and a big reveal on “Good Morning America” encouraged viewers to win a trip to the show. The push danced its way to success: 72% of web visitors took action, raising awareness 17%.

Affiliated Agency: FCB Health (offline creative), Katalyst (online creative) and Golin (PR)

Credits: - Wendy Arnon, President, Pathway - Eileen Wrobel-Katz, Managing Director, Pathway - Janet Barnard, Group Account Director, Pathway - Linda Shapiro, Group Director, Pathway - Ryan Mihalik, Director Urology Patient Marketing, Astellas Pharma US, Inc. - John Colucci, Assistant Director, Urology Marketing, Astellas Pharma US, Inc.

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Email: Single Execution

Ahold is Best in Show for Pets' Needs by ZETA  for Ahold Delhaize

Higher-quality, higher-value pet products are all the rage. Supermarket chain Ahold wanted to purr into the business in a big way. Sure it showed cute pets, big name products, and funny subject lines. But better was adding a Pet Pharmacy Finder telling owners the stores are a one-stop retail operation. The single email open rate soared to a massive 25.73% versus its standard 18.34%. Click-to-open rate did better, hitting a 25.80% number. Lot of bark and bite.

Affiliated Agency: N/A

Credits: Suzanne Darmory Job Title: Executive of Creative Services, Zeta Christine Cucuzza Job Title: Global Creative Director, Zeta Nicole Stevens Job Title: Associate Creative Director, Zeta Colleen Zajac Job Title: Senior Copywriter, Zeta Sarah Moore Job Title: Senior Account Manager, Zeta

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Email: Campaign

Spartan Life Newsletter by Yes Lifecycle Marketing  for Spartan

How does one master the “5-Gallon Bucket Carry?” Is you’ve ever done a Spartan Race -- those alternative/performance obstacle races -- that’s a big task. For existing competitors engagement, Spartan figured constant new tips about improving performance -- especially around challenging obstacles -- were needed, as well as previous races times, race food suggestions, and personal stories. Spartan posted a 40% higher open rate over its average. The bucket? Hold it high against the chest, arms wrapped, one hand is grasping the other wrist.

Credits: Company: Yes Lifecycle Marketing - Julie Salles, Senior Account Manager, Company: Yes Lifecycle Marketing - Kristin Kleweno, Director, Agency and Client Development, Company: Yes Lifecycle Marketing- Scott Seiter, Art Director, Company: Yes Lifecycle Marketing - Christina Chang, Senior Designer, Company: Spartan - Todd Leiser, Global Head CRM, Analytics and Marketing Tech, Company: Spartan - Marco Cignini, Executive Creative Director

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Gaming

Westworld: The Maze by 360i  for HBO

Thanks to a partnership between HBO and the Amazon Alexa, humans can experience AI's quest for consciousness. Westworld: The Maze is a voice game in which players take on the role of robot “hosts” of a Western-themed amusement park who achieve consciousness as they arrive at the center of the Maze. The popularity of the game can be attributed to a medium that merges voice as the oldest form of storytelling with the newest technology, making The Maze an unprecedented voice game on the market.

Affiliated Agency: Kilter Films: “Westworld” Production Team // Xandra: Voice Production Partner

Credits: Chris Spadaccini, Head of Marketing, HBO Sabrina Caluori, SVP, Digital Media & Marketing, HBO Jim Marsh, VP, Digital & Social Media, HBO Tanner Stranksy, Director, Digital & Social Media Content, HBO Katie Lucas, Sr. Manager, Digital & Social Media Content, HBO Allison Waxman, Coordinator, Digital & Social Media Content, HBO Marissa Blanchard, Coordinator, Digital & Social Media Content, HBO Sohyung Kang, Director, Digital Production, HBO Sarah Milik, Digital Producer, HBO Emily Giannusa, Director, Digital & Social Media, HBO Dolly Meckler, Associate Manager, Digital & Social Media, HBO Charlie Weber, Coordinator, Digital & Social Media, HBO Menno Kluin, Chief Creative Officer, 360i Frank Cartagena, Executive Creative Director, 360i Sam Shepherd, Executive Creative Director, 360i Andrew Hunter, Creative Director, 360i Doug Murray, Creative Director, 360i Brian Gartside, Associate Design Director, 360i Sarah Arrington, Junior Art Director, 360i Victor Rivera, Junior Copywriter, 360i Colin Pearsall, Head of Integrated Production, 360i Jonathan Percy, Executive Producer, 360i Anna Morro, Senior Producer, 360i Jose Diaz, Associate Producer, 360i Pete Slife, Editor, 360i Kadeem Dick, Motion Designer, 360i Andrew Zinker, VP, Director Business Affairs, 360i Danielle Calogera, Account Director, 360i Allison Guggenheimer, Account Supervisor, 360i Layne Harris, VP, Head of Innovation Technology, 360i

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Humor

4/20 by Starcom  for Wingstop

Starcom created a campaign for Wingstop to capture the appetite of marijuana users. The goal was to increase 4/20 sales by enticing consumers with chicken wings. The videos ran on Hulu and YouTube. Overall, 18% of viewers who saw the first video saw all four, with completion rates increasing with each one. The campaign saw 50,000 conversations on Twitter, as well as 300,000 organic impressions. Return on ad spend rose 54%, compared with a year ago. Sales rose 9%.

Affiliated Agency: Barkely, Evolution Audio

Credits: -

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Illustration

Inside Out by Mindgruve  for Neurocore

Brain power is desirable at any time of life – from middle school to old age. That is why Neurocore’s training programs are customized to help those who have impediments. If one suffers from an array of concerns – from ADHD to memory issues – Neurocore is designed to help with a science-based, drug-free program. Neurocore pushes the idea of a dynamic, flexible brain to various demographics in a light way, with colorful drawings and an upbeat message.

Credits: Clint Walden: Executive Creative Director - Mindgruve, Colin Ayres: Creative Director - Mindgruve, Daryl Daley: Senior Designer - Mindgruve, Chris Anderson: Motion Designer - anderson.tv

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Influencer Campaign

Dundee: The Son of a Legend Returns Home by UM and Droga5  for Tourism Australia

Framed at first as teaser trailers for a "Dundee" remake, the campaign for Tourism Australia by UM New York & UM Sydney attracted attention with its movie star appearances. Halfway through the Super Bowl ad, it revealed it was marketing for Australia's tourism. It became the #1 Most-Viewed Super Bowl Campaign, with a 35% growth in searches for flights, 7 billion reach, $84.4 billion earned media and 900% increase in organic booking inquiries. 66% of consumers exposed were more likely to visit.

Affiliated Agency: Media: UM New York & UM Sydney; Creative Agency: Droga5; PR: Kovert Creative; Production: Revolver/Will O'Rourke, Second Child, Biscuit Filmworks, Exile Editorial

Credits: Chris Colter, Strategy Lead, UM Sydney; Sophie Bingham, Group Account Director, UM Sydney; Sarina Ballauff, Digital Director, Global Business, UM Sydney; Ashleigh Krstanoski, Client Director, UM Sydney; Anthony Thomas, Digital Manager, UM Sydney; Danny Huynh, SVP Client Business Partner, UM New York; Nataly Cavagnaro, VP Group Partner, UM New York; Kari Lang, Portfolio Manager, UM New York; Jillian Irizarry, Senior Manager Investment, UM New York; Daniele Ashkenazy, Associate SEM & Social Director, UM New York; David Droga, Creative Chairman, Droga5; Chris Colliton, Creative Director, Droga5 Kevin Weir, Creative Director, Droga5; Jim Curtis, Associate Creative Director, Droga5; Ryan Fitzgerald, Associate Creative Director, Droga5; Devin Croda, Design Director, Droga5; Jen Lally, Designer, Droga5; Jesse Brihn, Co-Director of Film Production, Droga5; Andrew Slough, Executive Producer, Film, Droga5; Jocelyn Howard, Director of Business Affairs, Droga5; Alex Smith, Producer, Interactive, Droga5; Cliff Lewis, Director of Art Production, Droga5; Will Davie, Group Strategy Director, Droga5; Colleen Leddy, Head of Communications Strategy, Droga5; Delphine McKinley, Communications Strategy Director, Droga5; Hillary Fink, Senior Communications Strategist, Droga5; Janet Kim, Data Strategist, Droga5; Edward Rogers, Group Account Director, Droga5; Marissa Guerra, Account Director, Droga5; Annie Sherbon, Account Manager, Droga5; Jeff Winsper, Associate Account Manager, Droga5; Marianne Stefanowicz, Global Head of PR, Droga5; Danny Hernandez, PR Manager, Droga5; Steve Rogers, Director, Revolver/Will O'Rourke; Michael Ritchie, Managing Director, Revolver/Will O'Rourke; Pip Smart, Executive Producer, Revolver/Will O'Rourke; Russell Boyd, Director of Photography, Revolver/Will O'Rourke; Pete Sciberras, Editor, EXILE; Ted Royer, Chief Creative Officer, Droga5 Aaron Matys, Producer, Media, Droga5

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Interactive Creative

Westworld: The Maze by 360i  for HBO

360i and HBO created a world where fans could live in Westworld. The Maze, a voice game on Amazon using Alexa, allows fans to navigate the show’s world through about two hours of gameplay--11,000 lines of script--each with custom-built sound told through the voices of about 36 actors and hundreds of choices. Three weeks after launch fans spent an estimated 15 minutes playing across multiple paths to find the center of The Maze, keeping the story going following season's end.

Affiliated Agency: Kilter Films: “Westworld” Production Team // Xandra: Voice Production Partner

Credits: Chris Spadaccini, Head of Marketing, HBO Sabrina Caluori, SVP, Digital Media & Marketing, HBO Jim Marsh, VP, Digital & Social Media, HBO Tanner Stranksy, Director, Digital & Social Media Content, HBO Katie Lucas, Sr. Manager, Digital & Social Media Content, HBO Allison Waxman, Coordinator, Digital & Social Media Content, HBO Marissa Blanchard, Coordinator, Digital & Social Media Content, HBO Sohyung Kang, Director, Digital Production, HBO Sarah Milik, Digital Producer, HBO Emily Giannusa, Director, Digital & Social Media, HBO Dolly Meckler, Associate Manager, Digital & Social Media, HBO Charlie Weber, Coordinator, Digital & Social Media, HBO Menno Kluin, Chief Creative Officer, 360i Frank Cartagena, Executive Creative Director, 360i Sam Shepherd, Executive Creative Director, 360i Andrew Hunter, Creative Director, 360i Doug Murray, Creative Director, 360i Brian Gartside, Associate Design Director, 360i Sarah Arrington, Junior Art Director, 360i Victor Rivera, Junior Copywriter, 360i Colin Pearsall, Head of Integrated Production, 360i Jonathan Percy, Executive Producer, 360i Anna Morro, Senior Producer, 360i Jose Diaz, Associate Producer, 360i Pete Slife, Editor, 360i Kadeem Dick, Motion Designer, 360i Andrew Zinker, VP, Director Business Affairs, 360i Danielle Calogera, Account Director, 360i Allison Guggenheimer, Account Supervisor, 360i Layne Harris, VP, Head of Innovation Technology, 360i

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Mobile: Single Execution

Round Up and Donate by Sabio, DigitasLBI  for Lyft

Ridesharing company Lyft wanted to drive awareness of its Round Up and Donate program, which allows riders to make a charitable contribution when they ride with the service. Lyft partnered with DigitasLBI, launching a programmatic campaign to drive awareness by creating a whimsical, unconventional video spot. The creative starred comedian Fortune Feimster riding shotgun in a convertible with a crew in the back, appealing to people’s sense of humor by hilariously explaining the premise of Round Up and Donate, reaching 85 of the target audience.

Credits:

Katie Hoseit, Account Executive PNW, Sabio Mobile, Marka Luce, Account Executive, Sales & Partnership, Sabio Mobile, Brittany Preciado, Sr. Account Manager, Sabio Mobile, Becca Grossman, Brand Media Manager at Lyft, Larisa Johnson, Brand Media Director at Lyft, DigitasLBi San Francisco and Chicago Media/Programmatic Team, DBP Donut

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Mobile Marketing: All Mobile Campaign

Tropical Smoothie: More Than Just Smoothies by Blis  for Tropical Smoothie

To raise awareness of its store locations along with increasing knowledge that it has Flatbread, and a side promotion, Tropical Smoothie it turned to digital market agency Cardinal Web Solutions. With Blis, the agency created a hyper-local store support program to increase the likelihood of reaching someone walking near a Tropical Smoothie café. Top stores within the program saw footfall rate lifts of more than 100%. Each café could opt in to the program with each franchisee’s program customized to their geographic area.

Affiliated Agency: Cardinal Web Solutions was the digital marketing agency that Tropical Smoothie employed to facilitate.

Credits: Jamie Schlef-Wilhelm- Southeast Sales Manager, Blis Brett Campbell, Vice President, Field Marketing, Tropical Smoothie Richard Briddock, VP of Paid Media and Analytics, Cardinal

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Mobile: App

Cheetos Vision by Goodby Silverstein & Partners  for Cheetos

To make well-known but relatively low-tech Cheetos standout in a high-tech world, Goodby Silverstein & Partners tapped artificial intelligence to create Cheetos Vision. This converted a smartphone camera into an AI-powered camera that turns everything it films into Cheetos snacks. The process actually uses deep learning and neural networks, after having been fed hundreds of thousands of photos that were then trained to find Cheetos-snack-like shapes within those photos. Cheetos Vision was launched at SXSW, making headlines and where attendees ate it up.

Credits: CO-CHAIRMAN: Rich Silverstein CO-CHAIRMAN: Jeff Goodby CHIEF CREATIVE OFFICER: Margaret Johnson CREATIVE DIRECTOR: Jeff Gillette DIRECTOR OF CREATIVE TECHNOLOGY: Troy Lumpkin ASSOCIATE CREATIVE DIRECTOR: Kurt Mills ASSOCIATE CREATIVE DIRECTOR: Florian Marquardt ART DIRECTOR: Levi Russell COPYWRITER: Lucas Coutinho CREATIVE TECHNOLOGIST: August Bjornberg JUNIOR CREATIVE TECHNOLOGIST: Matthew Chiang DIRECTOR OF PRODUCTION: Margaret Brett-Kearns EXECUTIVE PRODUCER: Tena Goy INTERACTIVE PRODUCER: Severin Sauliere SOCIAL PRODUCER: Sammie Heston PRINT PRODUCER: Noah Dasho CONTENT CREATIVE: Isaak Le DIRECTOR OF COMMUNICATIONS: Meredith Vellines ACCOUNT DIRECTOR: Becca Morris ACCOUNT MANAGER: Molly Navalinski ACCOUNT MANAGER: Jacob Stitzel ACCOUNT MANAGER: Kieren Fickenscher COMMUNITY MANAGER: Kristine Ciardello GROUP BRAND STRATEGY DIRECTOR: Ralph Paone SENIOR BRAND STRATEGIST: Harper Bokum-Fauth COMMUNICATION STRATEGIST: Catherine Kim BUSINESS LEAD: Heidi Killeen MOTION CREATIVE DIRECTOR: Mike Landry MOTION ARTIST: Stephanie Sanchez MOTION ARTIST: Chris Seneker PHOTOGRAPHER: Quinn Gravier MEDIA AGENCY: OMD

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Mobile: Integration Cross Platform

Behind Every Seat Is A Story: Southwest Airlines Transfarency Campaign by Southwest Airlines  for Southwest Airlines

Southwest created a campaign around its “Transfarency” messaging, encompassing mobile, TV, social and digital channels to target customers on the devices most likely to result in a sale. The campaign ultimately delivered 1.6 billion total impressions, a 63% increase in impressions compared to last year and resulted in 7.3 million trackable shopping visits. The results were achieved by using Amobee’s Brand Intelligence technology, which allowed ads to be placed in trackable and relevant places through data created around Southwest’s audience.

Affiliated Agency: Amobee acted as the interim agency during this time.

Credits: Corri Reichert, Southwest, Director of Media & Performance Debra Kennedy, Southwest, Senior Media Strategist Ginny Hundley, Southwest, Senior Media Business Consultant Bethany Evans, Southwest, Senior Paid Media Marketing Manager

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Music/Sound Effects

Echoes of Vietnam by GroupeConnect & Starcom  for Bank of America

The co-branded, mixed media Spotify playlist created by Bank of America and GroupeConnect & Starcom features big-name musicians like John Legend and The Lumineers, who are popular with millennials. Their covers of songs from the Vietnam era and personal stories shared through streamed video on Spotify resonate with an audience concerned about social issues of today. The playlist had nearly 30,000 subscribers. BoA saw a 25% increase in agreement that the bank supports different perspectives on important issues after the campaign.

Affiliated Agency: Spotify, PBS, Hill Holliday, Burson-Marsteller, Octagon/Frukt

Credits: -

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Native Advertising: Single Execution

Stranger Things S2: Turning Media Conventions Upside Down by Mediahub  for Netflix

Netflix's Stranger Things Season 2 promotion mimicked character Eleven's telekinetic powers with a  never-been-done-before execution that flipped both the ads AND content upside down on tech platform Mashable, along with updating the creative to look like content in the series. Interaction Rate with execution was 14.19% (1.2 times higher than benchmark), with 6 flips per user, while social conversation increased by 5.8X. The campaign more than quadrupled the paid impressions with 4.4X earned media.

Credits: John Moore Global President Mediahub Sean Corcoran Executive Director, Americas Mediahub Laurel Boyd Director of R+D Lab Mediahub Christine Bradt Group Media Director Mediahub Michelle Blaser Associate Media Director Mediahub Simeon Edmunds Associate Director of R+D Lab Mediahub Ali Sakai Senior Media Planner Mediahub Caroline Winslow Media Planner Mediahub Chris Lee Marketing Director, UCAN Netflix Kelly Hughes Marketing Direcctor, UCAN Netflix

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Native Advertising: Campaign

Dundee: The Son of a Legend Returns Home by UM and Droga5  for Tourism Australia

Tourism Australia (TA) tricked the world in thinking Hollywood was rebooting Crocodile Dundee. A month prior to the Super Bowl, TA launched with branded behind-the-scenes ‘leaks’, PR releases, native content in People Magazine and film trailers. These were complemented by ‘official’ assets including dedicated website and IMDB & Wikipedia pages. Halfway through the Super Bowl spot, TA revealed the rouse and all media transformed into TA branded assets retargeted with ‘Why Australia?” to lead to Australia.com. The week after saw a +35% in flight searches.

Affiliated Agency: Media: UM New York & UM Sydney; Creative Agency: Droga5; PR: Kovert Creative; Production: Revolver/Will O'Rourke, Second Child, Biscuit Filmworks, Exile Editorial

Credits: Chris Colter, Strategy Lead, UM Sydney; Sophie Bingham, Group Account Director, UM Sydney; Sarina Ballauff, Digital Director, Global Business, UM Sydney; Ashleigh Krstanoski, Client Director, UM Sydney; Anthony Thomas, Digital Manager, UM Sydney; Danny Huynh, SVP Client Business Partner, UM New York; Nataly Cavagnaro, VP Group Partner, UM New York; Kari Lang, Portfolio Manager, UM New York; Jillian Irizarry, Senior Manager Investment, UM New York; Daniele Ashkenazy, Associate SEM & Social Director, UM New York; David Droga, Creative Chairman, Droga5; Chris Colliton, Creative Director, Droga5 Kevin Weir, Creative Director, Droga5; Jim Curtis, Associate Creative Director, Droga5; Ryan Fitzgerald, Associate Creative Director, Droga5; Devin Croda, Design Director, Droga5; Jen Lally, Designer, Droga5; Jesse Brihn, Co-Director of Film Production, Droga5; Andrew Slough, Executive Producer, Film, Droga5; Jocelyn Howard, Director of Business Affairs, Droga5; Alex Smith, Producer, Interactive, Droga5; Cliff Lewis, Director of Art Production, Droga5; Will Davie, Group Strategy Director, Droga5; Colleen Leddy, Head of Communications Strategy, Droga5; Delphine McKinley, Communications Strategy Director, Droga5; Hillary Fink, Senior Communications Strategist, Droga5; Janet Kim, Data Strategist, Droga5; Edward Rogers, Group Account Director, Droga5; Marissa Guerra, Account Director, Droga5; Annie Sherbon, Account Manager, Droga5; Jeff Winsper, Associate Account Manager, Droga5; Marianne Stefanowicz, Global Head of PR, Droga5; Danny Hernandez, PR Manager, Droga5; Steve Rogers, Director, Revolver/Will O'Rourke; Michael Ritchie, Managing Director, Revolver/Will O'Rourke; Pip Smart, Executive Producer, Revolver/Will O'Rourke; Russell Boyd, Director of Photography, Revolver/Will O'Rourke; Pete Sciberras, Editor, EXILE; Ted Royer, Chief Creative Officer, Droga5 Aaron Matys, Producer, Media, Droga5

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Photography

The Joy Index by GroupeConnect & Starcom  for Bank of America Travel Rewards Credit Card

To eliminate travel stress, Bank of America and Conde Nast Traveler created a Joy Index, destinations that checked off all the happiness boxes: sunny days, gorgeous landscapes, friendly locals and excellent cuisine. A fishing village in Newfoundland or the scenic Paradise Island in Madagascar, selected sights are meant to be awe-inspiring. And the research paid off. The social videos were watched 23.2 million times — eight times more than the goal. BofA found a 10.6% boost in Rewards Card consideration and a +5.9%+sign-up intent increase.

Affiliated Agency: 23 Stories, Conde Nast

Credits: -

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Programmatic Creative

Toyota RAV4's Real-Time Data Strategy by Saatchi / Contobox  for Toyota RAV4

Toyota tapped Saatchi and Contobox to create an interactive targeted campaign by putting its showroom inside a display ad. Featuring 360º views of RAV4 models, interior photo galleries, a color customizer, and hotspots highlighting key features. It capitalizes on creating 1st party data from impressions, engagements, and algorithmic segmenting engaged users to retarget them with optimized creative. An independent Nielsen study found the campaign increased purchase intent by 42%. The campaign led to a conversion rate of 2.73%, 129% higher than industry benchmarks.

Credits: Toyota RAV4 Michael Cudmore (TCI) – Consultant, marketing communications Jade Monteiro (TCI) – Consultant, marketing communications Caitlin Cameron (TPM) – Director Project Manager Daniil Gromov (TPM) – Consultant Darrell Martin (TPM) Saatchi Andreas Doerig, VP, Account Director Shae Jones, Account Supervisor Jason Finney, Senior Media Planner Kris Wisesa Contobox Jennifer DeFrenza – Account Executive Toni Adolfson – Senior Account Manager Scott Victor, Director, Experience Management Chris Constandinou, Manager, Front-End Development Firuz Azizov, Project Manager Eugene Kozlov, Developer Yustin Musidi, Developer Jordan Lacopo, Developer Erick Benzo, Developer Haris Rizwan, Quality Assurance Farrukh Gaffarov, CTO

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Rich Display Media: Single Execution

Stranger Things S2: Turning Media Conventions Upside Down by Mediahub  for Netflix

After creative a social phenomenon, Stranger Things Season 1 set out to make an even greater impact than its initial breakout success by growing viewership and social conversation for Season 2. It turned out, the die-hard fans from Season 1 were also passionate about gaming and tech. And thus, their love for the show was reignited through mimicking Eleven’s telekinetic powers and turning their favorite website Mashable upside down. The thrilling experience for the show’s hard core fans made the campaign a smash hit.

Credits: John Moore Global President Mediahub Sean Corcoran Executive Director, Americas Mediahub Laurel Boyd Director of R+D Lab Mediahub Christine Bradt Group Media Director Mediahub Michelle Blaser Associate Media Director Mediahub Simeon Edmunds Associate Director of R+D Lab Mediahub Ali Sakai Senior Media Planner Mediahub Caroline Winslow Media Planner Mediahub Chris Lee Marketing Director, UCAN Netflix Kelly Hughes Marketing Direcctor, UCAN Netflix

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Rich Media: Campaign

Stranger Things S2: Turning Media Conventions Upside Down by Mediahub  for Netflix

After Stranger Things Season 1 became a smash hit, Netflix justifiably geared up to grow viewership and social conversation for Season 2. That is where Eleven-level powers came in handy. As it turned out, the first season’s hardcore fans were also passionate about gaming and technology. That is how Mashable, GameSpot, and Metacritic were turned entirely upside down, invisting the fans into the Upside Down. This thrilling experience contributed to 16 million viewers in the first weekend, and increased social conversation by 5.8x.

Credits: John Moore Global President Mediahub Sean Corcoran EVP, Director of the Americas Mediahub Laurel Boyd SVP, Director of R+D Lab Mediahub Christine Bradt SVP, Group Media Director Mediahub Michelle Blaser Associate Media Director Mediahub Simeon Edmunds Associate Director of R+D Lab Mediahub Ali Sakai Senior Media Planner Mediahub Caroline Winslo Media Planner Mediahub Chris Lee Marketing Director, UCAN Netflix Kelly Hughes Marketing Manager, UCAN Netflix

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Search Marketing: SEM Campaign

January Digital’s Highly Geo-Targeted Campaigns Result in 262% YoY Order Volume Increase for Peapod by January Digital  for Peapod

January Digital's search campaign for food delivery service Peapod raised awareness, generated new customers, and increased sales in NYC area. The hyperlocal campaign used summer food recipes and search terms to create 10 custom landing pages matching 2,800 terms. RLSA targeted consumers not converting on brand terms and Google Match to upload customer lists to generate Similar Audiences. The agency increased mobile bids to ensure impression share in key ZIP codes with out-of-home messages. Orders rose 262%, CPAs fell 47%, and CTRs rose 20% YoY.

Credits: Tierney Wilson Title: Director, Digital Strategy Company: January Digital Christopher Peek Title:Team Lead, Client Strategy & Service Company: January Digital

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Search Marketing: SEO Campaign

Diagnosing (and Curing) the REAL Cause by The Richards Group  for UCHealth/ The Richards Group

Site visitors had trouble locating physicians using the “Find a Doctor” widget on UCHealth.org. People tend to search for providers covered by their own insurance and then use a search engine like Google to find specific doctor names. Ranking in organic search meant finding a way for Google to connect each provider with UCHealth, including a sitemap with each provider’s URL. Changes helped UCHealth rank in the top three Google results for 2,001 keyword searches, up to 3,656 one year later. Sessions rose by 97.67%.

Credits: The Richards Group - David Nesmith - Trevor Monteiro

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Social: Facebook Campaign

The Dodo x Samsung Slow Mo by The Dodo  for Samsung Electronics

Samsung Electronics partnered with the online publication The Dodo -- which posts articles about dogs, cats and other animals -- to tout the slow-motion functions of camera on the Galaxy S9 and S9+. The web campaign featured videos of dog yoga, slow-motion food catches, and swimming shots. The initiative -- which also included three how-to videos, and Instagram stories -- generated more than 135 million impressions, and 55 million video views. Videos were shared 30,000 times.

Affiliated Agency: RGA (creative agency); Starcom UK (media agency)

Credits: Bob Geilla - Senior Creative Producer (Group Nine) Lilly Kanso - Senior Creative Producer (Group Nine) Yosef Johnson - SVP, BrandShop (Group Nine) Christian Tom - SVP (Group Nine) Danielle Weinstein - Account Manager (Group Nine) Arya Boghraty - Management Supervisor (RGA) Connor Keeshan - Client Services (RGA) Amie Diamond - Producer (RGA) Silvia Turnu - Global Activation Manager (Starcom UK) Mathilde Goyeneche - Global Planning & Activation Executive (Starcom UK) Danny Parra - Global Planning & Activation Director (Starcom UK) Michael Lee - Global Brand Marketing & Partnerships (Samsung)

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Social: Twitter Campaign

HEINZ® MAYOCHUP TM sauce by Starcom  for The Kraft Heinz Company / HEINZ® MAYOCHUP TM sauce

Heinz recognized the power of Twitter to crowdsource product development. The buzz started in the UK after a pic of a DIY-blended ketchup and mayonnaise condiment. Heinz proposed bringing Mayochup sauce to reality in the U.S. 55% of the million+ voters said yes, with an 9% engagement, the top-voted media poll by an advertiser to-date. Next, Heinz retargeted voters about names. The project received 2.3 billion earned impressions. Mayochup will hit shelves later this year, 92 varieties of Twitter-suggested names will be sold online.

Affiliated Agency: Twitter, VML, Olson, Kraft Heinz

Credits: -

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Social: Use of Single Platform, Other

1 of 1 by PMG  for Beats by Dre

Staying above noise and remaining true to you can be a hard endeavor in the information age. In 2017, Beats Studio3 Wireless, the most advanced noise-cancelling headphone, launched a campaign that celebrated the power of individuality in a noisy world. By reaching out to some of the biggest names and entertainers in music, sport, and culture who stay true to themselves, MPG and Beats created custom pairs of Studio3 headphones, receiving 11 million engagements in a single day and 40k new followers on social.

Affiliated Agency: AKQA

Credits: Nick Drabicky, Head of Agency Strategy, PMG Amanda Lisak, Global Account Supervisor, PMG Devon Rosenberry, Senior Social Account Lead, PMG

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Social: Campaign Across Platforms

Doritos Blaze vs. MTN DEW ICE by Goodby Silverstein & Partners and OMD  for Doritos + Mountain Dew

Star power helped PepsiCo jointly launch Doritos Blaze and MTN DEW ICE. First, Peter Dinklage and Morgan Freeman appeared in a Super Bowl spot lip-syncing iconic rap songs. Then, fans picked a side, using #SPITFIRE and #ICECOLD and custom Twitter emojis. Busta Rhymes and Missy Elliott “coached” the duo. The first duel debuted via Snapchat Lens and people could stage their own lip-synch battles, with 15 million doing so in 24 hours. Both brands had the highest sales from a product launch since 2013.

Affiliated Agency: OMD - Media

Credits: CREATIVE AGENCY: Goodby Silverstein & Partners CHAIRMAN: Rich Silverstein CHIEF CREATIVE OFFICER: Margaret Johnson ASSOCIATE CREATIVE DIRECTOR: Laura Petruccelli + Rohan Cooke ART DIRECTOR: Ryan Tovani COPYWRITER: Caroline Cappelli SOCIAL: Michael Kang + Matt Casey DIRECTOR OF BROADCAST PRODUCTION: Tod Puckett EXECUTIVE PRODUCER: Leila Gage AGENCY PRODUCER: Christina Wells GROUP BRAND STRATEGY DIRECTOR: Ralph Paone BRAND STRATEGY DIRECTOR: Hayley Pardoe JUNIOR COMMUNICATION STRATEGIST: Nicole Bruno DIRECTOR OF BUSINESS AFFAIRS: Judy Ybarra SENIOR BUSINESS AFFAIRS MANAGER: Chrissy Shearer MANAGING PARTNER: Brian McPherson GROUP ACCOUNT DIRECTOR: Meredith Williams ACCOUNT DIRECTOR: Chris Nilsen ACCOUNT MANAGER: Ariel Berk ASSISTANT ACCOUNT MANAGER: Livia Biedermann COMMUNITY MANAGER: Kristine Ciardello SENIOR PRINT PRODUCER: Noah Dasho PHOTOGRAPHER: Quinn Gravier MEDIA AGENCY: OMD GROUP ACCOUNT DIRECTORL Jenny Hermanson GROUP DIRECTOR: Whitney Moore ASSOCIATE DIRECTOR: Maris Cohen ASSOCIATE DIRECTOR: Matthew Hodges PRODUCTION: Reset Content DIRECTOR: Nabil DIRECTOR OF PHOTOGRAPHY: Dariusz Wolski MANAGING PARTNER: Dave Morrison EXECUTIVE PRODUCER: Deannie O’Neill PRODUCER: Jessica Lee EDITORIAL: Rock Paper Scissors EDITOR: Damion Clayton ASSISTANT EDITOR: Mike Spagnoli PRODUCER: Dina Ciccotello HEAD OF PRODUCTION: Shada Shariatzadeh EXECUTIVE PRODUCER: Raná Martin MANAGING DIRECTOR: Linda Carlson and Jennifer Sofio Hall VFX PRODUCTION: The Mill EXECUTIVE PRODUCER: Enca Kaul PRODUCER: Hillary Thomas PRODUCTION COORDINATOR: Mary Mondrus SHOOT SUPERVISOR: Edward Shires VFX CREATIVE: The Mill CREATIVE DIRECTOR: Tara Demarco 2D LEAD ARTIST: Tara Demarco 3D LEAD ARTIST: Shaun Comly 2D ARTISTS: Rob Winfield, Elad Offer, Mandy Sorenson, Peter Sidoriak, Yukiko Ishiwata, Chris Hunsberger, Chistel Hazard, Kai Chun Tsai, Tim Robbins 3D ARTISTS: Daniel Stern, Charles Storniolo, Daniel Soo, Jason Kim, Benjamin Chan, Jinguang Huang, Lamarcus Harvey, Michael Lori, Danny Garcia, Alice Panek, Elizabeth Hammer MATTE PAINTING: Itai Muller, Bill Mather, Roger Kupelian COLOR: Company 3 DAVE HUSSEY: Senior colorist NATASHA UPPAL: Senior producer LIME RECORDING STUDIOS SOUND DESIGN: Michael Anastasi + Kai Paquin AUDIO MIXER: Joel Waters AUDIO ASSISTANT: Chris Nungary EXECUTIVE PRODUCER: Susie Boyajan PRODUCER: Kayla Phungglan ELEVEL: CREATIVE DIRECTOR: Mike Landry EXECUTIVE PRODUCER: John Dutton EXECUTIVE PRODUCER: Luke Dillon 2D ANIMATION: Nick Bizzack SOUND ENGINEER AND COMPOSER: Nic DeMatteo PEPSICO CHIEF MARKETING OFFICER: Greg Lyons SENIOR VICE PRESIDENT OF MARKETING: Roberto Rios SENIOR DIRECTOR, MTN DEW: Chauncey Hamlett SENIOR BRAND MANAGER, MTN DEW: Stephanie Danzi ASSOCIATE MARKETING MANAGER, MTN DEW: Insley Warren VICE PRESIDENT OF MARKETING: Adam Harter VICE PRESIDENT OF INSIGHTS: Nick Graham SENIOR DIRECTOR, BRAND COMMUNICATIONS: Gina Anderson DIRECTOR, BRAND COMMUNICATIONS: Kristen Mueller HEAD OF MUSIC/ENTERTAINMENT: Emma Quigley SENIOR MANAGER, INSIGHTS: Ram Sevilimedu DIGITAL MANAGER, MTN DEW: Annette Knuckle FRITO-LAY PRESIDENT & CHIEF OPERATING OFFICER: Vivek Sankaran CHIEF MARKETING OFFICER: Jen Saenz VP OF MARKETING: Rachel Ferdinando COMMUNICATIONS SENIOR DIRECTOR: Joan Cetera COMMUNICATIONS DIRECTOR: Chris Yemma SENIOR DIRECTIOR OF MARKETING: Ryan Matiyow DIRECTOR OF MARKETING: John Eckhardt ASSOCIATE MARKETING MANAGER: Kyle Wyper MARKETING ANALYST: Satvika Ananthanarayan DIRECTOR OF STRATEGIC INSIGHTS: Brodie Dunn ASSOCIATE MANAGER, STRATEGIC INSIGHTS: Jacob Tucker DIRECT FOCUS VP OF CONTENT CREATION: Neil Goldberg BUSINESS AFFAIRS: Danielle Vadai MONSOON ENTERTAINMENT CEO: Danielle Vadai UNITED ENTERTAINMENT GROUP VP, CLIENT MANAGEMENT: Ryan Lee SENIOR VP: Dina Mallin

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UX/UI

TripSavvy by TripSavvy  for TripSavvy


A couple years ago, an Internet tsunami altered the travel and tourism industry. TripSavvy, a B2B site offering accurate, current, and impartial information about travel and tourism, is based on an independent journalism. With a unique design and trustworthy content, TripSavvy website filled a void for users seeking blended quality content, trip inspiration, and incredible UX. TripSavvy website boasts some 7MM unique US visitors, and 116% growth in monthly unique visitors over the last year surpassing other established travel website by a great deal.

Affiliated Agency: N/A

Credits: Neil Vogel, Chief Executive Officer, Dotdash Molly Fergus, General Manager, TripSavvy Elspeth Velten, Senior Content Manager, TripSavvy Joyce Chan, Senior Designer, Dotdash Dotdash Design Team

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User-Generated Content

“You Will Be Found” Virtual Choir by Situation  for Dear Evan Hansen


"Dear Evan Hansen," celebrating its one-year anniversary on New York's Broadway, was looking for a way to publicize itself and that fact. It turned to Situation, which crafted a Virtual Choir from a pool of user-generated videos submitted by people from 31 countries. The result is a highly engaged online community that has formed by people "found" by this musical. More than 1.2 million views were made of the video, which encapsulates the show's unique message.

Credits: [Situation] Bill Doble, Executive Producer/Director Miles Morton, Senior Designer Ryan Muth, Art Director Rachel Baldock, Account Executive Mollie Shapiro, Account Supervisor Jeremy Kraus, VP of Client Services Tori Piersanti, Assistant Account Executive Stephanie Sciandra, Creative Strategy Supervisor Nicole Lemieux, Content Supervisor Chris Powers, Executive Creative Director Randi Fields, Associate Director of Production Jackie Lau, Executive Director of Project Management [Buttermilk] Chris Davis and Cricket Keys, Post Production - Buttermilk Seth Brau, Lead Animator Brett Glass, Editor Josh Copp, Audio Mix Stephen Elkins, Music Consultant

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Video: Facebook

FTWD 360 by AMC and Fullscreen  for AMC / Fear The Walking Dead

Fear The Walking Dead, set out to ignite the interest for the premiere of Season 3 by tasking Fullscreen with creating an interactive Facebook 360° video that put viewers right in the center of a zombie attack with only seconds to make life-or-death decisions. Whether the participants survived or not, they were rewarded with an exclusive clip from the Season 3 premiere. Users were excited to share whether they died or survived and often challenged their friends to play.

Credits: Pamela Peterson, Marketing Director, AMC Networks Jacqui Bussey, Creative Director, AMC Networks Lauren Puglia, Social Marketing Director, AMC Networks Amanda Stoneall, Social Marketing Manager, AMC Networks Darnell Brisco, Vice President of Accounts - Social Agency, Fullscreen Andrea Fazio, Account Director - Social Agency, Fullscreen Jess Funcannon, Senior Account Manager - Social Agency, Fullscreen Christopher Peterson, Account Manager - Social Agency, Fullscreen Ethan Walden, Creative Producer - Social Agency, Fullscreen Jordan Benedict, Director - Video Labs, Fullscreen Nate Holbrook, Associate Director - Video Labs, Fullscreen Duc Bao, Senior Graphic Designer - Video Labs, Fullscreen

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Video: Single Execution, Other

Behind Every Seat Is A Story: Southwest Airlines Transfarency Campaign by Southwest Airlines  for Southwest Airlines

So what’s the story of the person sitting two rows up from you on regular monthly flight from Dallas to Los Angeles? Quick video vignettes of people, their lives and a graphic overlay of seat locations on Southwest Airline flights, we have a clue. Southwest is about transparency, especially on price and other satisfaction markers. Creating new audience definitions helped Southwest post 1.6 billion in total video impressions, 7.3 million trackable shopping visits and 98% video completion rate. All that means telling the whole story.

Affiliated Agency: Amobee acted as the interim agency during this time.

Credits: Corri Reichert, Southwest, Director of Media & Performance Debra Kennedy, Southwest, Senior Media Strategist Ginny Hundley, Southwest, Senior Media Business Consultant Bethany Evans, Southwest, Senior Paid Media Marketing Manager

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Video: Campaign

4/20 by Starcom  for Wingstop


With 30 states in the U.S. now having marijuana legal there’s money to be made: With the munchies. Fast food chicken-based, Wing-Stop, used April 20 -- the unofficial marijuana holiday -- to push a big online video campaign. Wing-Stop realized much of the holiday was spent at home binge-watching TV -- and getting the munchies. So binge-watching SVOD platform -- Hulu -- got some 15-second spots. Return on ad spend was 54% higher and sales 9% more than a year before. Higher ground for sure.

Affiliated Agency: Barkely, Evolution Audio

Credits: -

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Viral Campaign

Breathing Life into Bus Shelters by Mediahub  for Netflix


Netflix transformed bus-stop ads into full-sized breathing male and female sculptures to support sci-fi thriller Altered Carbon. Passerbyers at five highly-trafficked LA bus shelters could touch the seemingly alive bodies that moved without apparent consciousness. An internal motor installed in the chest cavity created a realistic continuous breathing effect timed to mimic the slow breaths of deep sleep. The effort culminated in 15 million earned impressions, seven times the volume of the original investment and generated 7,000+ bus shelter-specific mentions on Twitter.

Credits: Chris Lee, Director of Consumer Marketing, Netflix Aaron Jones, Consumer Marketing, Netflix, Markus Gerdemann, Global Creative Marketing, Netflix Vivian Doute, Marketing Operations Print Producer, Netflix John Moore, Global President, Mediahub, Sean Corcoran, Executive Director, Americas, Mediahubn Christine Bradt, SVP, Group Media Director, Mediahub Laurel Boyd, SVP, Director of R+D Lab, Mediahub Simeon Edmunds, VP, Associate Director of R+D Lab, Mediahub Alli Blender, VP, Associate Media Director, Mediahub Kelly Ross, Media Planner, Mediahub Alexis Westin, Media Planner, Mediahub David Bruce, Assistant Media Planner, Mediahub Glyn Williams, VP, West Region, Rapport Molly McCarthy, VP, Print Production, Rapport Nehemiah Campbell, Associate Media Director, Rapport Natalie Shushan, Senior Account Executive, Rapport

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Virtual Reality/Augmented Reality

Racing the Sun by Courageous Studios  for Volvo


Volvo created awareness for XC60 by generating buzz around the 2017 total solar eclipse. The Racing the Sun campaign allowed anyone to follow the event through their phone, tablet, or computer captured through 4K 360º cameras attached inside and outside. The 4K VR live stream linked via satellite to CNN’s network, Facebook and Oculus, streaming globally with less than one-second delay. CNN had 24 million video starts, making it the most watched live VR experience. The campaign created 1.03 billion earned media impressions.

Affiliated Agency: Grey (creative agency) Mindshare (media agency)

Credits: Courageous Studios: DIRECTOR - Michael Southworth DIRECTOR - Nick Brennan DIRECTOR - Mahala Gaylord DIRECTOR - Rich Butterworth PRODUCER - Lindsay Washick PRODUCER - David Michaeal ASSOCIATE PRODUCER - Elizabeth Mackenzie DESIGN - Sean Brown DESIGN- Andrew Landowski DESIGN - Marites Algones EDITOR - Brad Kimbrough EXECUTIVE PRODUCER - Michal Shapira AD SALES - Brendan Mahoney AD SALES - Ryan Gould AD SALES - Leslie Picard AD SALES - Lindsey Freedman SOCIAL - Royi Gavrielov SOCIAL - Brad Jones SOCIAL - Emely Deleon GROUP CREATIVE DIRECTOR - Otto Bell DIRECTOR/MARKETING - Dan Seith DIRECTOR/MARKETING - Brittney Smith DIRECTOR/MARKETING - Chris Kilroy DIRECTOR/MARKETING - Danielle Ward DIRECTOR/MARKETING - Karen Denice DIRECTOR/MARKETING - Rich Dool DIRECTOR/MARKETING - Tracy Ziemer DIRECTOR/MARKETING - Christopher Pardon DIRECTOR/MARKETING - Nuna Charafeddine DIRECTOR/MARKETING - Twyla Huang-DiSimone DIRECTOR/MARKETING - Anna Mejorada DIRECTOR/MARKETING - Paige Westin Grey: WW CHIEF CREATIVE OFFICER - John Patroulis EVP, ACCOUNT DIRECTOR - Janique Helson EXECUTIVE CREATIVE DIRECTOR - Matt O'Rourke VP, ACCOUNT SUPERVISOR - Dario Cosmelli ASSOC CREATIVE DIRECTOR - Neil MacLean ASSOC CREATIVE DIRECTOR - Nathan Archambault COPYWRITER - Kelsey Frtiz ART DIRECTOR - Haley Buchner COPY WRITER - Anne Lacy ART DIRECTOR - Megan Curry PROJECT MANAGER - Laura Mawn ACCOUNT EXECUTIVE - Hannah Melton PLANNING - Eileen Zhao Mindshare: MEDIA STRATEGY - Frank Puma MEDIA STRATEGY - Molly Kadish PUBLIC RELATIONS - Dan Lantowski EXECUTIVE - Jason Farkas SPECIAL EVENTS - Kate Lunger SPECIAL EVENTS - Jason Holterhaus SPECIAL EVENTS - John Tortora SPECIAL EVENTS - Kara Manry SPECIAL EVENTS - Alex Miran SPECIAL EVENTS - Steve Dolce SPECIAL EVENTS - Stepahnie Gallman SPECIAL EVENTS - Eileen McMenamin SPECIAL EVENTS - Emily Rust

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Online Marketing 2018 Winners

Activism/Public Service

Little by Little by Publicis.Sapient  for The United Nations/ Publicis Groupe


Aiming to empower Gen Z-ers to take action for the 17 Sustainable Development Goals developed by the UN in 2015, the campaign launched with an online video featuring model-activist Jillian Mercado suggesting that folks take one small action aimed at, for example, combating climate change, “record it, and tag it #littlexlittle. That way, your action won’t be in a vacuum. It’ll be laddering up to something bigger.” Results: Over 30 million views on the video and a sum total of 1.85 billion impressions.

Credits: Publicis.Sapient Anthony Yell: Chief Creative Officer Brian Brown: Group Creative Director Gunnar Kiene: Group Creative Director Jessae Brown: Senior Art Director Josh Stein: Associate Copywriter Frederik Sparhrkaes: Senior Art Director David Serrano: Senior Client Partner Jordana Schelber: Associate Strategist Nicole Keimer: Social Content & Engagement Strategist Zach Rubenfeld: Senior Project Manger Scott Welch: Senior Producer Ariel Bellumio: Senior Production Director Alejandro Belmar: Senior Video Editor Alejandro Roses: Senior Motion Designer

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Apparel/Fashion

Chico’s #HowBoldAreYou by m/SIX  for Chico’s


Chico's had a problem. Customers thought of the brand as being only for old women. M/SIX turned old on its head with a campaign that focused on women's boldness. The company developed an interactive tool that allows shoppers to create their own “Bold Digital Tee.” Women upload a photo of themselves in a blank t-shirt and then overlay an age sticker, creating shirts for sharing on social media. Results? Brand was lift up by 35% and future intent up 36% among target audiences.

Affiliated Agency: The&Partnership, Creative Agency

Credits: - Ilana Nolte, President, m/SIX North America - Jo Zmood, Managing Director m/SIX North America - Jacqueline Puzo, Senior Partner, m/SIX North America - Renee Knowles, Strategy Lead, The&Partnership - Wil Boudreau, CCO, The&Partnership - Michael Ashton, Creative Director, The&Partnership - Victoria Davies, Managing Partner, The&Partnership - Natasha Maasri, Creative Director, The&Partnership - Liz Vik, Account Director, The&Partnership

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Automotive: Campaign

Racing the Sun by Courageous Studios  for Volvo


Courageous Studios’ campaign for the Volvo XC60 launch was aligned with a once-in-a-generation moment of celestial transformation with global intrigue: the 2017 total solar eclipse. “Racing the Sun” enabled anyone to follow the event through their phone, tablet, or computer. The live VR video on CNN had 24 million video starts, making it the most watched live VR experience in history, setting a Guiness world record. The campaign created more than 1.03 billion earned media impressions and over 164 pieces of coverage.

Affiliated Agency: Grey (creative agency) Mindshare (media agency)

Credits: Courageous Studios: DIRECTOR - Michael Southworth DIRECTOR - Nick Brennan DIRECTOR - Mahala Gaylord DIRECTOR - Rich Butterworth PRODUCER - Lindsay Washick PRODUCER - David Michaeal ASSOCIATE PRODUCER - Elizabeth Mackenzie DESIGN - Sean Brown DESIGN- Andrew Landowski DESIGN - Marites Algones EDITOR - Brad Kimbrough EXECUTIVE PRODUCER - Michal Shapira AD SALES - Brendan Mahoney AD SALES - Ryan Gould AD SALES - Leslie Picard AD SALES - Lindsey Freedman SOCIAL - Royi Gavrielov SOCIAL - Brad Jones SOCIAL - Emely Deleon GROUP CREATIVE DIRECTOR - Otto Bell DIRECTOR/MARKETING - Dan Seith DIRECTOR/MARKETING - Brittney Smith DIRECTOR/MARKETING - Chris Kilroy DIRECTOR/MARKETING - Danielle Ward DIRECTOR/MARKETING - Karen Denice DIRECTOR/MARKETING - Rich Dool DIRECTOR/MARKETING - Tracy Ziemer DIRECTOR/MARKETING - Christopher Pardon DIRECTOR/MARKETING - Nuna Charafeddine DIRECTOR/MARKETING - Twyla Huang-DiSimone DIRECTOR/MARKETING - Anna Mejorada DIRECTOR/MARKETING - Paige Westin Grey: WW CHIEF CREATIVE OFFICER - John Patroulis EVP, ACCOUNT DIRECTOR - Janique Helson EXECUTIVE CREATIVE DIRECTOR - Matt O'Rourke VP, ACCOUNT SUPERVISOR - Dario Cosmelli ASSOC CREATIVE DIRECTOR - Neil MacLean ASSOC CREATIVE DIRECTOR - Nathan Archambault COPYWRITER - Kelsey Frtiz ART DIRECTOR - Haley Buchner COPY WRITER - Anne Lacy ART DIRECTOR - Megan Curry PROJECT MANAGER - Laura Mawn ACCOUNT EXECUTIVE - Hannah Melton PLANNING - Eileen Zhao Mindshare: MEDIA STRATEGY - Frank Puma MEDIA STRATEGY - Molly Kadish PUBLIC RELATIONS - Dan Lantowski EXECUTIVE - Jason Farkas SPECIAL EVENTS - Kate Lunger SPECIAL EVENTS - Jason Holterhaus SPECIAL EVENTS - John Tortora SPECIAL EVENTS - Kara Manry SPECIAL EVENTS - Alex Miran SPECIAL EVENTS - Steve Dolce SPECIAL EVENTS - Stepahnie Gallman SPECIAL EVENTS - Eileen McMenamin SPECIAL EVENTS - Emily Rust

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Beverage (alcoholic)

Patrón Cocktail Lab by Publicis.Sapient  for The Patrón Spirits Company


Patrón Cocktail Lab is the world’s first data-driven cocktail recommendation engine, complete with regional recipes and seasonal collections. To showcase the perfect cocktail, a mobile-first, cross-platform effort broadened customers’ perceptions of its premium tequila. Bartenders acted as brand evangelists, suggesting their own cocktail artistry by type, flavor and occasion. Not only did Patron sell five times more, it enjoyed a 105% rise in engagement. Wired named Patrón one of the 10 Best Amazon Skills and it’s the highest-rated skill on the Amazon Alexa platform.

Credits: Publicis.Sapient Vasan Sundar: VP of Technology Michelle Whitman: Group Experience Director Eva Neveau: Group Creative Director Todd Ziaja: Creative Director Beth Stone: Account Planning Director Kevin Lane: Associate Creative Director Emily Starolis: Senior Copywriter Mike Sakoonserksadee: Senior Art Director Parker Paul: Associate Motion Director Luther Himes: Senior Motion Director David Jameson: Senior Designer Luke Kiely: Designer Maxine Ramirez: Senior Content Strategist Hillary Oneslager: Experience Designer Praveen Modi: Senior Technical Architect Evelyn Chang: Senior Presentation Layer Engineer Henry Kean: Experience Engineer Jessie Bloede: Senior Client Partner Rachel Barber: Associate Director Project Management Hannah Barr: Associate Project Manager

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Beverage (non-alcoholic)

SUJA: Living Media by Exverus Media  for SUJA Juice


Suja Juice worked with Exverus Media on a “living media” campaign, to reach young adults who are not big consumers of traditional media. They designed a fifty-foot “living wall” in an LA intersection, with a graphic of a Suja bottle spilling out real plants that continued to grow throughout the campaign. Another “kale wings” wall was designed for selfies and social sharing. Over 1,000 seed packets were put up for consumers to take. While media was live, the campaign resulted in 16% lift in sales.

Affiliated Agency: Humanaut (Creative), NPRP/Roots 3 (Concepting/Execution)

Credits: Talia Arnold, Head of Strategy, Exverus Media Anna Elema, Media Planning, Exverus Media Adrienne Holthaus, Group Director, Exverus Media Jack Win, Head Operations, Exverus Media William Durrant, MD, Exverus Media David Littlejohn, Chief Creative Officer, Humanaut Andrew Clark, Chief Strategist, Humanaut Michelle Sturgis, Account Supervisor, Humanaut Greg Rose, Marketing, SUJA Jennie Hughes, Marketing, SUJA John Hoover, NPRP Media Sara Wyer, Roots3 Media Lauren Winters, NPRP Media Brad Magers, NPRP Media

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Business-to-Business Campaigns

Set the Page Free by Xerox  for Xerox


Using 14 famous writers, like Joyce Carol Oates, to discuss the modern workplace is clever. Associating them with the 21st-century Xerox, which employs digital technologies to improve work, is novel. The modern workplace is not a specific place; communication happens everywhere. Xerox used a multichannel campaign, replete with sly humor, to make that point. It also optimized social to maximize reach. The effort yielded a .40% click-thru-rate, three times Xerox benchmarks and a 20% lift in engagement on the company’s site. Copy that.

Affiliated Agency: Wavemaker / Young & Rubicam

Credits: Barbara Basney, Xerox – VP Global Brand, Advertising and Media John Fredette, Xerox – Director, Global Advertising & Paid Media Linda Bandith – XEROX, Manager, Digital Advertising Britta Dahl, Xerox – VP, Account Managing Director Fern Cohen, Xerox – Executive Creative Director Margot Owett, Xerox – Executive Creative Director Jacob Gould, Wavemaker Hannah Miller, Wavemaker Montana Allen, Wavemaker

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Consumer Packaged Goods

HEINZ® MAYOCHUP TM sauce by Starcom  for The Kraft Heinz Company / HEINZ® MAYOCHUP TM sauce


After a DIY condiment combining mayo and ketchup went viral, Heinz told Twitter that it would bring the product to market if 500,000 people voted yes; 55% of a million voters did so; a +9% engagement rate, the top voted media poll by an advertiser to-date. Then, Heinz asked social media about names. A single tweet garnered 2.3 billion earned impressions. Mayochup will soon arrive at grocers with “As Seen on Twitter” on displays. 92 varieties of Twitter-suggested names will be available online.

Affiliated Agency: Twitter, VML, Olson, Kraft Heinz

Credits: -

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Entertainment: Movies

Going From the Small Screen to the Big Screen by S4M  for Sony Pictures


Sony Pictures, S4M, and IPG Mediabrands partnered for the movie pre-launch of The Dark Tower to increase awareness and encourage engagement with trailers. It targeted people within 500 meters of cinemas in Singapore screening the movie. Based on real-time location, users saw the address of the nearest theater with the next showing and were able to buy tickets to the show. The campaign reached 2 million mobile users. About 67% watched the entire trailer. More than 24,000 clicked to book tickets, delivering 1.2% conversion rate.

Affiliated Agency: IPG Mediabrands (Media Agency)

Credits: James Rogers – Managing Director APAC, S4M Irene Tay – Marketing Director, Sony Pictures Releasing Singapore Pte Ltd Ivan Lian – Client Manager, IPG Mediabrands

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Entertainment: Games/Music/TV/Other

Top Chef Delivers with Robots by Bravo  for Bravo


Bravo promoted Top Chef Season Fifteen by partnering with Postmates to launch a robot delivery service in Los Angeles. For three days before the premiere, Top Chef-branded robots delivering more than 11,5000 meals to people including celebrities like Josh Altman ("Million Dollar Listing LA"). Postmates app users awaiting deliveries were shown trailers for the upcoming season, and Top Chef host Padma Lakshmi showed app users what to expect from their robot deliveries. The three-day promotion garnered more than 73 million impressions.

Affiliated Agency: N/A

Credits: Maria DeLuca, SVP Consumer Marketing, Bravo Shalina Mansharamani, Senior Director Consumer Marketing, Bravo Laura Lefever, Client Partner, Essence Nicole Winter, Group Planning Director, Essence

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Fashion/Beauty/Cosmetics: Campaign

Power Faces - CoverGirl x Refinery29 by Refinery29  for Covergirl


Refinery29’s in-house branded content team created a video-focused, co-branded content campaign with CoverGirl, in partnership with Zenith, for its Vitalist Healthy Elixir product. With a number of custom videos for social channels and the Refinery29 site, a branded editorial franchise and first-person narratives from a diverse group of beauty influencers, the campaign successfully integrates the product into a wider message of self-acceptance and female empowerment. The campaign drove over 94,000 clicks to CoverGirl’s products on amazon.com.

Affiliated Agency: Zenith

Credits: Refinery29 branded content team

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Financial Services

The Joy Index by GroupeConnect & Starcom  for Bank of America Travel Rewards Credit Card


GroupeConnect and Starcom’s campaign for the Bank of America Travel Rewards Card helped bring the joy back to travel. Enter happiness experts Gretchen Rubin and Shawn Achor and the Joy Index, a science-backed methodology for measuring travel joy. This first-of-its-kind index developed with Condé Nast Traveler looked at travel experiences shown to boost mood. The average user spent 80 seconds in the Joy Index hub. The social videos were watched 23.2M times. BofA experienced a 10.6% boost in Rewards Card consideration.

Affiliated Agency: 23 Stories, Conde Nast

Credits: -

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Health/Wellness: Campaign

Walgreens Find Care Now Program 2018 by true[X]  for Walgreens


True [X] helped Walgreens market its new “Find Care Now” service with an interactive campaign across digital video publishers like A&E and Turner. It let users skip commercial breaks if they spent :30 with the Walgreens ad. Users can click on friendly illustrations of a doctor or a therapist to go to an info page. The ad had a 28% CTR and the average user spent nearly double the minimum time with the ad. The campaign raised brand awareness by 14% (desktop users).

Credits: Leah Trevor, Sr. Account Director, true[X] Crystal Mozal, VP of Sales, Midwest true[X] Nikki Koppers, Creative Strategist, true[X] Hannah Kim, Designer, true[X] Jonathan Zajdman, Art Director, true[X] John Mathis, Interactive Producer, true[X] Kathleen (Katie) Vogt, Sr. Manager, Supplier Direct Marketing, Walgreens Mary O'Neil, Associate, Digital Marketing Strategy, Walgreens Robyn Feldmar, Sr. Analyst, Paid Search, Walgreens Erika Grinius, Sr. Manager, Digital Marketing Strategy, Walgreens

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House/Home Campaign

SnappSearch by SnappSearch.com  for William Pitt Sothebys


Incorporating a video module designed to promote engagement with prospective clients, SnappSearch developed an interactive billboard ad unit with a property search engine for realtor William Pitt Sothebys. The platform allows users to search all company listings from the top of NYTimes.com/realestate and then see properties that meet their criteria, complete with contact details so users can connect directly with agents. William Pitt says the unit significantly reduced production costs and time to market, providing better lead generation, real-time consumer search and listing view insights.

Credits: Monique Rafferty- Director of Marketing William Pitt Sotheby International Jillian Krumholtz- Graphic Designer William Pitt Sothebys International John Marshall - President & Founder SnappSearch.com

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Pharmaceuticals

“Keep On Dancing” by Pathway  for Astellas Pharma US, Inc. / Myrbetriq


Pathway’s “Keep on Dancing” campaign for Astellas Pharma US Inc.’s Myrbetriq feels as natural as the dance moves its star, Lea Thompson, shows off on “Dancing With The Stars.” Thompson's story aligned perfectly with the challenges of overactive bladder sufferers. The TV show was an outstanding choice to hit the target of women ages 35-65. Social media, a live online experience, a sweepstakes, along with a three-hour takeover of seven large digital billboards in Times Square resulted in huge awareness for the brand.

Affiliated Agency: FCB Health (offline creative), Katalyst (online creative) and Golin (PR)

Credits: - Wendy Arnon, President, Pathway - Eileen Wrobel-Katz, Managing Director, Pathway - Janet Barnard, Group Account Director, Pathway - Linda Shapiro, Group Director, Pathway - Ryan Mihalik, Director Urology Patient Marketing, Astellas Pharma US, Inc. - John Colucci, Assistant Director, Urology Marketing, Astellas Pharma US, Inc.

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Restaurants

IHOP: Flipping The Script On A Souring Sales Story by Initiative & Droga5  for IHOP


Initiative and Droga5 aimed to shift people's perceptions of IHOP as a spot for weekend breakfasts to an eatery for lunch, dinner and weekday breakfasts. The campaign, which included temporarily renaming the chain IHOb (for International House of Burgers), came after seven quarters of declining sales. Ads were targeted based on data from a variety of sources, including Alphonso and GroundTruth. The first 10 days of the "IHOb" campaign resulted in more than 1.2 million tweets.

Affiliated Agency: DeVries Global - PR Agency

Credits: 1. Chief Marketing Officer, Brad Haley, IHOP 2. Vice President Marketing, Alisa Gmelich, IHOP 3. Executive Director Consumer Marketing, Michael McCarthy, IHOP 4. Executive Director Communications, Stephanie Peterson, IHOP 5. Chief Strategy Officer, Pele Cortizo-Burgess, Initiative 6. Managing Director Client Advice & Management, Robert Holtkamp, Initiative 7. Strategy Director, Daniel Landers, Initiative 8. Strategy Associate Director, Natalie Pidding, Initiative 9. Communications Design Director, Paul Gerlando, Initiative 10. Communications Design Manager, Lynlea Marino, Initiative 11. Communications Designer, Avery Geisler, Initiative 12. Associate Communications Designer, Jane Lu, Initiative 13. Digital Director, Brittany Mosley, Initiative 14. Digital Senior Negotiator, Chase Harding, Initiative 15. Digital Negotiator, Brian Thorn, Initiative 16. Digital Associate, Derek Kang, Initiative 17. Video Partnerships Director, Charles Kim, Initiative 18. Video Partnerships Associate Director, Kirsten Cole, Initiative 19. Video Partnerships Manager, Luis Tamayo, Initiative 20. Video Partnerships Negotiator, Jordan Toyama, Initiative 21. Video Partnerships Associate, Dylan Weber, Initiative 22. Head of Analytics, West Coast, Klaas Hommez, Initiative 23. Analytics Associate Director, Kaitlin Varner, Initiative 24. Communications Strategy Director, Elizabeth Hartley, Droga5 25. Senior Communications Strategist, Parks Middleton, Droga5 26. Creative Director, Daniel Kelly, Droga5 27. Creative Director, Todd Rone Parker, Droga5 28. Account Director, Lauren Tomlinson, Droga5 29. Group Strategy Director, Katy Alonzo, Droga5 30. Strategist, Alexandra Cohen, Droga5 31. Executive Creative Director, Scott Bell, Droga5 32. Senior Copywriter, Nicholas Bauman, Droga5 33. Senior Art Director, Christian Chico, Droga5 34. Data Strategy Director, Ryan Miller, Droga5 35. Data Strategist, Robert Cohen, Droga5 36. Account Manager, Giovanna Saffos, Droga5

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Retail

Ready for the Holidays by IKEA / Wavemaker  for IKEA


Well-known furniture brand Ikea wanted to be positioned as a solution for helping consumers entertain family and friends during the holidays. With Wavemaker, Ikea built a content series for TV, print, digital and social focusing on hosting the in-laws, friends and children. Each story combined a recipe with a styling idea, leveraging experts from Food Network and HGTV. Visit intent increased to 39% and online furniture shopping consideration for Ikea rose 4%. A livestream generated more than 2,000 comments on social media.

Credits: Lynn Sladowski, Wavemaker Sarah Mclaughlin, Wavemaker Caroline Tran, Wavemaker Meei Chai, Wavemaker Ronen Benatar, Wavemaker Shanell Simmons, Wavemaker Chelsea Hartman, Wavemaker Joy Kelly, IKEA Kendra Ferguson, IKEA Marques Davis, IKEA Aaron Dean, IKEA Christine Whitehawk, IKEA Terry Martin, Ogilvy Esmeralda Arzola, Ogilvy Amy Podurgiel, Ketchum

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Sports/Live Events

Snow Hill Climb by Mediahub  for Harley-Davidson


Creating new live sporting events? A tough road to go. To resurrect Harley-Davidson after the 2009 collapse of the motorcycling business economy, it started up a new branded event for Winter X-Games: The Harley-Davidson Snow Hill Climb -- bike races up a frozen half-pipe. Results were a ripping success. Four times the broadcast reach, 74 times social reach, and 182,000 in social media engagements. Best sales in ten years. Much better than slapping a logo on someone’s skies. Hot rubber on cold ice.

Credits: Director Global Brand Content Scott Beck Harley-Davidson Manager Global Brand Content Jina Amaro Harley-Davidson Motorsports Lead Eric Jenson Harley-Davidson Senior Global Brand Analyst Alex Lorbieki Harley-Davidson Media Project Manager Jamie Kobar Harley-Davidson Sponsorship/Content/Multimedia Sales Nick Adams ESPN Television Account Executive Matt Slater ESPN SVP, creative Danielle Carney ESPN Vice President, Multimedia Sales & X Games Greg Rossi ESPN SVP Group Media Director Will Phipps Mediahub VP Associate Media Director Allan Apjohn Mediahub SVP Group Director Investment Activation Carrie Drinkwater Mediahub Associate Director of Video Investments Sarah Mandino Mediahub Senior Video Investment Buyer Lauren Barko Mediahub Associate Digital Media Director Dale Lee Mediahub Associate Media Director, Data Partners Adam Telian Mediahub Heather Malenshek VP Marketing Harley-Davidson Jim Nelson ECD Wolfes

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Technology : Gadgets & Devices

Amazon Echo Q2 POLV Campaign by true[X]  for Amazon Echo


To showcase its smart home capabilities, an immersive interactive experience was created to let consumers vividly see and hear how Amazon Echo would work in a home. In a kitchen and living room setting, consumers could use voice commands with the ad to find TV shows or turn lights on and off, with the consumer seeing the actual action in the video. The engagement drove significant purchase intent of the Amazon Echo, with users spending an average of 57 seconds interacting with the unit.

Affiliated Agency: Rufus @ Initiative (Agency dedicated to Amazon), Joystick (Development)

Credits:

 
 
Caleb Windover - Senior Media Manager, Amazon Jordan Walker - Program Manager, Just Ask | XCM Cross Category & Channel Marketing Jeremiah Alavi - Supervisor, Rufus Davi Kong - Associate Director, Digital Partnerships, Rufus Sridevi Reddy - Negotiator, Digital Partnerships, Rufus Deniz Coker - Senior Interactive Producer, true[X] Caylin Gentry - Account Manager, true[X] Gena Schirer - Sales Director, true[X] Jordan Walker - Advertising Project Manager, Echo, Amazon Steiner Kierce - Freelance Senior Producer, Amazon Jimmy Pardi - Creative, Amazon Ryan Obermeier - Art Director, Amazon, Kim Merritt - Senior Creative Strategist, true[X], Jonathan Zajdman - Art Director, true[X], 
Andrew Olson - VP Account Management, true[X], Matthew Bauer - Sr. Director, Sales, true[X]

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Technology/Web Services

Bingeing by Goodby Silverstein & Partners  for XFINITY


The Bingeing Campaign targeted streaming-besotted audiences, putting Xfinity at the core of binge-worthy cultural moments. TV Guide became a bingeing tool, sets of popular programs were configured into “show globes”. A line of Xfinity products improved bingeing experiences. “Watchathon” offered a free week of premium content on Xfinity X1. Streaming audiences were targeted to join the binge. Watchathon had over 77 million hours of content watched in one week. Vs. brand averages, the campaign increased social share by 174.3% and cost-per-acquisition rate lowered 34%.

Credits: Creative Agency: Goodby Silverstein & Partners Managing Partner: Leslie Barrett Group Account Director: Jason Bedecarre Account Director: Georgia Newton Account Manager: Madison Whitley Assistant Account Managers: Carmen Guan and Katherine Alders Brand Strategy Director: John Thorpe Brand Strategist: Madison Cameron Group Content Strategy Director: Nick Reggars Communication Strategy Director: Maren Severtson Communication Strategist: Jacob Sperla Junior Communication Strategist: Rosie Kerstetter Chief Creative Officer: Margaret Johnson Creative Directors: Jon Wolanske, Jens Waernes Associate Creative Directors: Craig Kind, Dan Grech, Eamonn Dixon Creatives: Matt Casey, Michael Kang, Ashley Crandall, Bradley Fletcher, Trevor Joplin, Eleanor Rask, Kinda Loughran, Miranda Lee, Joseph Orzynski, Serda Ursan Producers: Kateri McLucas, Cassie Gomrick, Danielle Riccardi Associate Producers: Jackie Kelly, Sammie Heston Print Producer: Noah Dasho Director of Project Management: Natalie Hummert Social Media Agency: Performics Senior Media Manager: Lauren Dubuque Media Agency: Spark Foundry Group Client Director: Rich Fuller VP Director, Digital: Randy Levine Senior Connections Associate: Michael Silvestri

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Travel/Tourism Campaigns

Dundee: The Son of a Legend Returns Home by UM & Droga5  for Tourism Australia


Say g’day to a movie ad that wasn’t for a movie. That’s “Dundee: The Son of a Legend Returns Home.” It opens like a trailer, and we’re hooked — until the Super Bowl reveal. It’s an integrated campaign for Tourism Australia, not a sequel to Australia’s toughest guy. The next week saw a 35% growth in searches for flights, with an 83% increase in intent to book. Sharp and clever, the “Dundee” work sent-up a popular comedy and made Down Under the place to be.

Affiliated Agency: Media: UM New York & UM Sydney; Creative Agency: Droga5; PR: Kovert Creative; Production: Revolver/Will O'Rourke, Second Child, Biscuit Filmworks, Exile Editorial

Credits: Chris Colter, Strategy Lead, UM Sydney; Sophie Bingham, Group Account Director, UM Sydney; Sarina Ballauff, Digital Director, Global Business, UM Sydney; Ashleigh Krstanoski, Client Director, UM Sydney; Anthony Thomas, Digital Manager, UM Sydney; Danny Huynh, SVP Client Business Partner, UM New York; Nataly Cavagnaro, VP Group Partner, UM New York; Kari Lang, Portfolio Manager, UM New York; Jillian Irizarry, Senior Manager Investment, UM New York; Daniele Ashkenazy, Associate SEM & Social Director, UM New York; David Droga, Creative Chairman, Droga5; Chris Colliton, Creative Director, Droga5 Kevin Weir, Creative Director, Droga5; Jim Curtis, Associate Creative Director, Droga5; Ryan Fitzgerald, Associate Creative Director, Droga5; Devin Croda, Design Director, Droga5; Jen Lally, Designer, Droga5; Jesse Brihn, Co-Director of Film Production, Droga5; Andrew Slough, Executive Producer, Film, Droga5; Jocelyn Howard, Director of Business Affairs, Droga5; Alex Smith, Producer, Interactive, Droga5; Cliff Lewis, Director of Art Production, Droga5; Will Davie, Group Strategy Director, Droga5; Colleen Leddy, Head of Communications Strategy, Droga5; Delphine McKinley, Communications Strategy Director, Droga5; Hillary Fink, Senior Communications Strategist, Droga5; Janet Kim, Data Strategist, Droga5; Edward Rogers, Group Account Director, Droga5; Marissa Guerra, Account Director, Droga5; Annie Sherbon, Account Manager, Droga5; Jeff Winsper, Associate Account Manager, Droga5; Marianne Stefanowicz, Global Head of PR, Droga5; Danny Hernandez, PR Manager, Droga5; Steve Rogers, Director, Revolver/Will O'Rourke; Michael Ritchie, Managing Director, Revolver/Will O'Rourke; Pip Smart, Executive Producer, Revolver/Will O'Rourke; Russell Boyd, Director of Photography, Revolver/Will O'Rourke; Pete Sciberras, Editor, EXILE; Ted Royer, Chief Creative Officer, Droga5 Aaron Matys, Producer, Media, Droga5

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Website Campaign

Turning Dreaming into Action – Reimagining P&O’s Online Experience by Publicis.Sapient  for P&O Cruises Australia


P&O Cruises Australia lost the bulk of its sales when customers experienced choice anxiety. To overcome this, Publicis.Sapient created a web campaign that introduced new filters and options that limited the number of cruises to choose from. Interchangeable modules, a new homepage balancing the needs of the cruise line’s customers and groupings of identical itineraries, in addition to the introduction of a virtual concierge assistant, led to an increase in mobile revenue share from 10% to 40% and 17 out of 20 record-breaking sales days.

Credits: Publicis.Sapient Associate Creative Director Experience Design: Niklas Zillinger Senior Experience Designer: Bradley Weiss Senior Experience Designer: Massimo Nonis Design Lead: Marc Obieglo Senior Designer: Robert Mead Senior Designer: Jodan Cook Data Analytics & Personalisation: Jason Lam Data Analytics & Personalisation: Jason Fonseca Senior Project Manager: Kunal Bhatia Project Manager: Su Jang Client Partner: Joshua Slighting Client Partner: Brett Thompson

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Business-to-Business Website

Samsung Business .com Transformation by Publicis.Sapient  for Samsung Business


Samsung’s business division’s story was getting lost in specs and hardware descriptions, not demonstrating the real impact Samsung solutions have on people’s lives. Leading with an organizing idea of ‘Beyond Hardware’, Publicis Sapient revamped over 100 pages to showcase how Samsung solutions transform businesses to help the people they serve. This repositioning increased eCommerce revenue by 152%, per site visits by 89% and business opportunity leads by 210%. The site has a modular design to showcase new products, partnerships and case studies.

Credits: Publicis.Sapient James King – Group Creative Director, Experience Aaron Travis – Creative Director, Experience Stephanie Pavin – Associate Creative Director, Copy Irene Kim – Visual Designer Sorae Lee – Visual Designer Joseph Lee – UX Designer

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Causes/Charity/Non-Profit Organization Website

Unicef Kid Power by Fresh Digital Group  for UNICEF


UNICEF and Fresh Digital Group teamed to create Kid Power, a voice adventure skill for Amazon’s Alexa. The Alexa skill introduces to children to engaging with Alexa by integrating it with the current Kid Power brand platform. The voice skill uses Alexa, voice recordings, sound effects and music to add entertainment value. Children can take an audio adventure swinging on vines in a tropical forest, crossing rivers and climbing trees. At the completion of each adventure, users unlock food packets, promoting exercise and saving lives.

Credits: Doug Robinson, CEO of Fresh Digital Group Judy Robinson, CCO of Fresh Digital Group Tobes Kelly, Director

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Fashion/Beauty/Cosmetics Website

NerdSkincare.com by BASIC  for Nerd Skincare


Nerd Skincare and the Basic team successfully give the skincare company a strong brand personality, with a fun, quirky website highlighting the benefits of the products. The bold graphics and pastel colors suit a millennial audience, as does the comedic 5-minute video ad on the site poking fun at adult acne while touting the benefits and science behind Nerd Skincare. Moving graphics bring attention to the products. Sections of the site devoted to skincare tips and reviews speak to the consumer.

Affiliated Agency: BASIC

Credits: The team at BASIC

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Health/Wellness Website

IntrusiveThoughts.org by Intrusive Thoughts Inc.  for Intrusive Thoughts Inc.


After 20 years of suffering in silence with undiagnosed OCD, Aaron Harvey turned to the internet for help. In his quest for answers, he noticed a lack of relatable online resources for people struggling with their mental health. IntrusiveThoughts.org brings together medical experts, designers, videographers, writers, developers and advocates to create a resource that humanizes the symptoms of OCD, celebrates the bravery of the community and helps sufferers get the treatment they deserve. It includes the first-ever OCD chatbot.

Credits: Aaron Harvey, founder, Intrusive Thoughts Inc. Rose Cartwright, writer, advocate and board member, Intrusive Thoughts Inc. Lauren O'Shaughnessy, head of content, Intrusive Thoughts Inc. Anastasia Kuznetsova, designer and board member, Intrusive Thoughts Inc. Jana Hoffman, writer, freelance Jonathan Lawoyin, digital marketing, freelance Tomasz Awgul, developer, freelance

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Retail/Restaurants Websites

Zinus Website Redesign by Genuine  for Zinus


Zinus was moving from an OEM to a DTC company and needed to have its website reflect the change. Genuine created an immersive ecommerce experience that pushed the limits of Shopify. The homepage navigation showcases what makes Zinus unique in order to provide comfortable mattresses at an affordable price. We also built a simple mattress quiz to help users choose the mattress best suited for their needs. One big result was Increased online conversion rates through DTC sales of $840K within the first month.

Affiliated Agency: Jack Morton

Credits: Kristen Todd, Sr. Producer Colby Cook, Director of UI Architecture Sarah Fuller, Associate Creative Director Jess Chow, Associate Director, Experience Design Mike Norman, SVP of Technology Chelsie Patterson, Account Supervisor Josh Hoekwater, VP, Group Account Director Ryan Coates, Sr. UI Developer Ryan Brooks, Sr. UI Developer Jared Flynn, Sr. Motion Graphics Artist Noah Zepponi, Sr. Account Executive, Jack Morton Nick Fasulo, Digital Strategist, Jack Morton

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