Winners

2016 Best in Show

Online Advertising Creativity

GREATEST RIDES by SapientNitro for HARLEY-DAVIDSON


SapientNitro created a job opportunity no real biker could resist: to cover 15,000km and 20 countries on a Harley. "Greatest Rides" showcased the journey of contest winner Luis Castilla, and built a community for riders to find and share their own Greatest Rides. The results included 400,000 website visits and 3,800 test rides taken on some of the world’s most awesome touring bikes (resulting in an explosion of Harley sales).

Credits: • Trefor Thomas : ECD - SapientNitro • Ben Winter: ACD - SapientNitro • Gavin Howell: SAD - SapientNitro • Scott Hughes: CW - SapientNitro • Eva Petelina: Designer - SapientNitro • Alexander Wellard: UX – SapientNitro • Jason Smeaton: Tech Lead - SapientNitro • Muhammad Humayun: Tech Lead - SapientNitro • Keir Simons: Senior Account Director - SapientNitro • Charis Hynds: Programme Manager - SapientNitro • Debbie Lee: Programme Manager – SapientNitro • Nitin Malhotra: Senior Associate Technology - SapientNitro • Jay Tanwar: Senior Interactive Developer - SapientNitro • Puneet Puri: Senior Associate QA - SapientNitro • Shreyash Kushwaha: Programme Manager - SapientNitro • Shagun Chaudhary: Senior Manager Technology - SapientNitro • Prokopi Constantinou: CD - Itdrewitself • Jake Churchill : Itdrewitself • Louis Jenson: Knglad • Jack Shilling: AM - Lexis

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Online Marketing

Meet Halfway by Noble People for PayPal


To connect friends, Noble People created a digital tool that calculates the halfway point between friends living in different places all over the world and encourages them to meet up in real life. People also received $50 off their stay when they booked with PayPal. By the end of the promotion, 36,000 halfway points were found, leading to 64,000 nights booked on Airbnb. Those nights equated to 15,000 individual coupon redemptions; a 778% increase over the original goal of 2,000.

Affiliated Agency: Affiliated Agency: CP+B, LA (Creative Agency)

Credits:

Will deLannoy: Director of Communications Strategy, Noble People - Olivia Young: Group Media Director, Noble People - Hillary Wirth: Associate Media Director, Noble People - CP+B, LA, - Kerry Antos, Global Brand Marketing Lead, PayPal

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2016 Member's Choice

Online Advertising Creativity

Hard Won by Thrillist for Smith & Forge


Don't underestimate a silly idea. Hard-cider brand Smith & Forge enlisted Thrillist to create videos to woo millennials. One ad they made went super viral. In it, a buff athlete, Kenneth Leverich, was heavily disguised so he appeared to look like an 84-year old man. Looking frail, he entered Muscle Beach. To the astonishment of the beefy types he made those weights look like they were made of balsa. More astonishing: In 24 hours, 27 million saw it on Facebook.

Affiliated Agency: Initiative

Credits: David Blend: Director of Content, The CoLab -- THRILLIST Bill McCandless: SVP, Video Production & Programming -- THRILLIST Vin Nucatola: Producer -- THRILLIST Adam Reynolds: Producer -- Scopo Studios Peter Sestina: Director -- Freelance Will Turner: Director of Photography -- Freelance Special Effects Make-up Artist: Dan Gilbert -- Freelance Allison Baruck: Editor -- Freelance

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Online Marketing

Polo Red Ralph Lauren - Cross-continental mobile campaign by S4M for L'Oréal Travel Retail Americas/Ralph Lauren Fragrances by S4M for L'Oreal Travel Retail Americas


S4M made it pretty hard to tune out its client's message by targeting and retargeting Brazilian tourists traveling to Miami. Using mobile, the agency knew, would cut through the noise in the various airports. Brazilians were reached in the duty-free areas of departing airports. Then, they were engaged with an offer in Miami. GPS guided them to store locations. L'Oreal is already making plans to use this innovative method with other products in its portfolio. Happy clients!

Affiliated Agency: Havas Media

Credits: Julien Houdayer - VP Sales LATAM Maya Kosovalic - Digital & Communications Manager – Americas Zone

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Online Advertising Creativity 2016 Winners

Advertising/Promotion Website or Microsite

GREATEST RIDES by SapientNitro  for HARLEY-DAVIDSON


SapientNitro created a job opportunity no real biker could resist: to cover 15,000km and 20 countries on a Harley. "Greatest Rides" showcased the journey of contest winner Luis Castilla, and built a community for riders to find and share their own Greatest Rides. The results included 400,000 website visits and 3,800 test rides taken on some of the world’s most awesome touring bikes (resulting in an explosion of Harley sales).

Credits: • Trefor Thomas : ECD - SapientNitro • Ben Winter: ACD - SapientNitro • Gavin Howell: SAD - SapientNitro • Scott Hughes: CW - SapientNitro • Eva Petelina: Designer - SapientNitro • Alexander Wellard: UX – SapientNitro • Jason Smeaton: Tech Lead - SapientNitro • Muhammad Humayun: Tech Lead - SapientNitro • Keir Simons: Senior Account Director - SapientNitro • Charis Hynds: Programme Manager - SapientNitro • Debbie Lee: Programme Manager – SapientNitro • Nitin Malhotra: Senior Associate Technology - SapientNitro • Jay Tanwar: Senior Interactive Developer - SapientNitro • Puneet Puri: Senior Associate QA - SapientNitro • Shreyash Kushwaha: Programme Manager - SapientNitro • Shagun Chaudhary: Senior Manager Technology - SapientNitro • Prokopi Constantinou: CD - Itdrewitself • Jake Churchill : Itdrewitself • Louis Jenson: Knglad • Jack Shilling: AM - Lexis

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Animation

Oreo Wonder Vault by 360i  for Oreo


For years, OREO flavors have sparked conversations among the fans and driven tremendous growth for the brand. In 2016, 360i has connected product innovation to the overall brand equity by creating a hidden world of Wonderfilled. The audience was invited to imagine a world where OREO flavors are dreamed up. The objectives were to generate buzz, raise awareness and drive trial for new flavor release, which have been achieved through the use of VR videos, real-life events and social media, ultimately driving brand growth and

Affiliated Agency: Client: OREO, Marketing Agency: 360i, Production Company: Gentleman Scholar, Original Music: Nylon Studios, Public Relations: Weber Shandwick, Out of Home Production: Iontank, Food Packaging: Momentum

Credits: Client: OREO Patty Gonzalez, Director, OREO North America Elise Burditt, Brand Manager, OREO North America Sheera Hopkins, Manager, OREO Media & Content North America Jason Levine, Vice President, Biscuit Equity North America Marketing Agency: 360i Pierre Lipton, Chief Creative Officer, 360i Stuart Harricks, Group Creative Director, 360i Jeff Anderson, Group Creative Director, 360i Alex Shulhafer, Creative Director, 360i Daniel Bremmer, Creative Director, 360i Alex Augustinos, Associate Creative Director, 360i Declan Byrnes-Enoch, Associate Creative Director, 360i Marissa Cuconato, Copywriter, 360i Kaleigh McBride, Art Director, 360i Anna Morro, Senior Digital Producer, 360i Carly Salman, Senior Content Producer, 360i Josh Lenze, Group Account Director, 360i Lauren Fuller, Account Supervisor, 360i Kaine Cahill, Account Manager, 360i Shankar Gupta, VP Strategy, 360i Ryan McDaid, Senior Strategist, 360i Namrata Patel, Social Marketing Supervisor, 360i Production Company: Gentleman Scholar William Campbell, Creative Director, Gentleman Scholar Will Johnson, Creative Director, Gentleman Scholar Christina Roldan, Executive Producer, Gentleman Scholar Rachel Kaminek, Head of Production, Gentleman Scholar Macauley Johnson, Art Director, Gentleman Scholar Mike Tavarez, Art Director, Gentleman Scholar Tim Hayward, CG Supervisor, Gentleman Scholar Kirsten Noll, Senior Producer, Gentleman Scholar Joshua Harvey, Designer, Gentleman Scholar Paul Kim, Designer, Gentleman Scholar Hana Eunjin Yean, Designer, Gentleman Scholar Sarah Beth Hulver, Designer, Gentleman Scholar Jordan Lyle, Designer, Gentleman Scholar John-Patrick Rooney, Designer, Gentleman Scholar James Levy, Matte Painting, Gentleman Scholar Ben Grangereau, 3D Artist, Gentleman Scholar Mike Ko, 3D Artist, Gentleman Scholar Travis Mangaoang, 3D Artist, Gentleman Scholar Kevin Manning, 3D Artist, Gentleman Scholar Kyung Park, 3D Artist, Gentleman Scholar James Lane, Character Animators, Gentleman Scholar Sarah Wolfe, Character Animators, Gentleman Scholar Kevin Kim, Compositor, Gentleman Scholar Kevin Njoo, Compositor, Gentleman Scholar Bryan DeLoach, Storyboard Artist, Gentleman Scholar Original Music: Nylon Studios Christina Carlo, Executive Producer, Nylon Studios Halle Petro, Producer, Nylon Studios Rob Ballingall, Sound Design, Nylon Studios Public Relations: Weber Shandwick Susannah Frank, Senior Vice President, Weber Shandwick Chris Kooluris, Senior Vice President, Creative, Weber Shandwick Daniel Acker–Vice President, Creative, Weber Shandwick Katelin Koebbe, Account Director, Weber Shandwick Alan Keane, Group Manager, Weber Shandwick Lindsay Kaplan, Senior Account Executive, Weber Shandwick Lauren Corsaro, Senior Account Executive, Weber Shandwick Alex Bonomo, Assistant Account Executive, Weber Shandwick Devin Daly, Assistant Account Executive, Weber Shandwick Brittany Cummings, Group Manager, Weber Shandwick Out of Home Production: Iontank Brandon Barber, Creative Design and Fabrication Team, Iontank Chris Fuller, Creative Design and Fabrication Team, Iontank Chris Hammond—Creative Design and Fabrication Team, Iontank Craig Scheuer, Creative Design and Fabrication Team, Iontank Dan Thompson, Creative Design and Fabrication Team, Iontank Evan Miller, Creative Design and Fabrication Team, Iontank Jordan Parsons, Creative Design and Fabrication Team, Iontank Peter Streibig, Creative Design and Fabrication Team, Iontank Rob de la Cretaz, Creative Design and Fabrication Team, Iontank Ryan Labovick, Creative Design and Fabrication Team, Iontank Sean Shawgo, Creative Design and Fabrication Team, Iontank Stephen Streibig, Creative Design and Fabrication Team, Iontank Steve Gurysh, Creative Design and Fabrication Team, Iontank Tim Girone, Creative Design and Fabrication Team, Iontank Trevor Baker, Creative Design and Fabrication Team, Iontank Food Packaging: Momentum Jeff Jackson, VP, Account Director, Momentum Tyler McLellan, Account Executive, Momentum Amanda Greene, Director of Production, Momentum Jason Fisher, Associate Creative Director, Momentum

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Banner: Standard/Flash/Rich Media

Sky Q High Impact Display - Banner by SapientNitro  for Sky


How do you show off a fancy new TV platform without the platform -- or even a TV? That was the challenge facing SapientNitro in its effort to market Sky Q with a banner ad. To break through this barrier, the agency helped consumers experience the platform’s “Fluid Viewing” by letting them control the flow of color from one screen to another -- again, all within a single banner. This drove an overall engagement rate of 0.45% and over 40,000 clicks to Sky’s site.

Credits: Andy Daley - Creative Director Matt Watson - Associate Creative Director Ben Winter - Associate Creative Director Martin Zoutendyk - Creative Lead, Art Director Scott Hughes - Senior Copywriter Natalie Villarroel - Art Director Matthew Broad - Copywriter Tim Vukcevic - Designer John Kontos, Designer Jay Sukhija - Lead Developer Amit Chaudhary - Manager Interactive Nikhil Gupta Associate - Manager Interactive (Q-nami) Arvind Singh Associate - Manager Interactive (Mobile Interstitial) Mansi Dogra - Senior Associate Stuart Hogton - Head of 3D Sarah Rodriguez - Senior Account Director Andreas Olbeach - Senior Account Director Lisa Schumacher - Account Manager Natalie Cole, Sky – Marketing Controller Gemma Seddon, Sky – Senior Marketing Manager Andre Gill, Programme Director

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Blogs

In Search of Great by Getty Images  for Getty Images


Getty Images is truly a trend-setter in its field, with photographers working across global issues and cultural experiences, providing diverse, innovative and high-quality imagery. Getty Images’ blog, Stories & Trends, brings thought leadership to the forefront, featuring exclusive behind-the-scenes content from global events, explorations of the latest visual trends, and a look beyond the imagery to the artists who capture the inspiring moments. The blog offers thought-provoking insights about how visual language shapes the world, making it one of the most popular destinations on GettyImages.com.

Credits: BLOG CREDITS • Editorial Director, Content Marketing, Getty Images: Maria Dal Pan Dias • Content Marketing Editor, Getty Images: Alli Echelman CAMPAIGN CREDITS AGENCY: motive (the-motive.com) • Creative Directors: John Foster and Kevin Doyle • Account Director: Katherine DeTroy • Account Executive: Beth Higgins • Producer: Hiba Abu-Baker • Designer: Red Ukachukwu EDITORIAL: Whitehouse Post Production • Editor: Crandall Miller MUSIC • Music Supervisor: Jessica Dierauer • Sound Design: Mr. Bronx Audio Post DIGITAL PRODUCTION: Studio (http://studiollc.com/) IMAGERY: Getty Images and iStock by Getty Images

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Chat Bots

Movie Magic Comes Alive by UM  for Sony Pictures Entertainment


UM worked with Sony Pictures Entertainment to develop a chat bot built on artificial intelligence. It personalized conversations with GOOSEBUMPS fan through Facebook Messenger for Business on desktop and mobile devices. The agency developed thousands of custom responses using trailer links, show times, and theater locations via text, video, emoji’s, images, GIFs, and external links to connect with fans. In fact Slappy exchanged 115,000 personal messages, encouraging fans to find a nearby theater via Fandango 2.5,000 times. Some 35% of conversations lasted about 10 minutes.

Affiliated Agency: Facebook

Credits: UM: Deborah Gaudette, SVP Group Partner Yvonne Abt, VP Portfolio Partner Jason Yoong, Associate Director Shahaab Quraishi, Associate Director Creative Production Kendra Rousselet, Manager Laura Kelly, Senior Associate Natalie Monbiot, SVP Managing Partner

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Content Marketing: Single Execution

AI: What It Takes to Be Human by T Brand Studio, The New York Times  for UBS/Mediavest


The New York Times' T Brand Studio collaborated with UBS and Mediavest creating the 32-year-old chatbot named Rose, part of a multimedia interactive project looking into artificial intelligence. The project—AI: What It Takes to Be Human—links to the work of Nobel Prize winner Herbert A. Simon and UBS’s Nobel Perspectives' marketing initiative. When submitted, the campaign was in its first month, yet on track to deliver the required page visits in one-third the time. The average session timed above T Brand Studio's benchmarks.

Affiliated Agency: Mediavest

Credits: Kaylee King-Balentine, Director, T Brand Studio Int'l; Nelly Gocheva, Editor, T Brand Studio Int'l; Raquel Bubar, Producer, T Brand Studio Int'l; Graham McDonnell, Designer, T Brand Studio Int'l; Alison Tyrrell, International Associate Director, Digital, Mediavest;

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Content Marketing: Campaign

UnTasty Dishes by DigitasLBi  for Charity Water


Charity Water's UnTasty Dishes shocking campaign brings attention to one of the biggest killers in the world, dirty water. DigitasLBi designed a campaign bringing dirty water into America's kitchens to create awareness about the problem, which exists for more than 663 million people worldwide. The campaign created recipes for Buzzfeed Tasty's 62 million followers—Typhoid bacteria smoothie bowl, and Algae cornbread—using dirty water. With zero media spend, UnTasty Dishes garnered 5 million views in the first two weeks across Facebook and Snapchat.

Credits: -Chief Creative Officer, North America: Ronald Ng -EVP, Executive Creative Director: Atit Shah -SVP, Creative: Doris Chung -VP/Group Director, Creative: Jennifer Awasano -Associate Director, Creative: Madeline Malachowski -Associate Director, Creative: Zoe Bell -Associate Art Director: Gabriella Ibrahim -EVP, Group Account Director: Jonathan Dupuis -Account Manger: Syril Smith -VP/GD, Executive Producer: Peter McCann -Associate Producer: Gretchen Hargrove -Editor: Sricharan Rao

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Contest/Promotion/Sweepstakes

GREATEST RIDES by SapientNitro  for HARLEY-DAVIDSON


When we think Harley-Davidson, we think hogs. Massive muscular men charging across the United States at top speed. We don’t think ... touring. That was SapientNitro’s challenge, to get people to consider Harley touring bikes. But how? Let’s hold a contest! Of 10,000 applications, the agency chose a winner and showcased his “Greatest Rides” through 20 European countries, featuring epic mountain scenes. Results: 400K website visits, 3,800 test rides and a big increase in sales. How’s that for a hog?

Credits: • Trefor Thomas : ECD - SapientNitro • Ben Winter: ACD - SapientNitro • Gavin Howell: SAD - SapientNitro • Scott Hughes: CW - SapientNitro • Eva Petelina: Designer - SapientNitro • Alexander Wellard: UX – SapientNitro • Jason Smeaton: Tech Lead - SapientNitro • Muhammad Humayun: Tech Lead - SapientNitro • Keir Simons: Senior Account Director - SapientNitro • Charis Hynds: Programme Manager - SapientNitro • Debbie Lee: Programme Manager – SapientNitro • Nitin Malhotra: Senior Associate Technology - SapientNitro • Jay Tanwar: Senior Interactive Developer - SapientNitro • Puneet Puri: Senior Associate QA - SapientNitro • Shreyash Kushwaha: Programme Manager - SapientNitro • Shagun Chaudhary: Senior Manager Technology - SapientNitro • Prokopi Constantinou: CD - Itdrewitself • Jake Churchill : Itdrewitself • Louis Jenson: Knglad • Jack Shilling: AM - Lexis

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Email: Single Execution

Good Time to Host LA  by Trendline Interactive  for Airbnb


AirBnB tasked Trendline Interactive with encouraging previous AirBnB guests to host a space on the booking platform in Los Angeles, California. Trendline Interactive creating a winning email that incorporated style elements and photos from AirBnB’s website, as well as CSS animation to grab subscriber interest. The interactive campaign was designed to render across all screens, and included an easy sign-up process for interested readers to attend an information session. AirBnB has since adopted the layout as part of the company’s style guide and master template.

Credits: Airbnb: Samantha Chun, Email Operations Manager. Kristiane Skolmen, Email Operations Manager. Trendline Interactive: Lauren Pittman, Account Manager. Alex Williams, VP, Creative Director. Alex Serell, Designer. John Larama, Designer. Rachel Purcell, Copywriter. Emmanuel Arizmendi, Designer/Developer.

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Email: Campaign

Lysol Mommy Mail  by iris Worldwide  for Reckitt Benckiser / Lysol


Lysol entrusted iris Worldwide to deliver a campaign that developed meaningful relationships with new moms. The resulting mobile-friendly campaign, Lysol Mommy Mail, delivers “snackable” content to expectant and new mothers designed to be read on-the-go. Lysol Mommy Mail offers a personalized experience by segmenting campaigns around the age of the subscriber’s child. Lysol’s Mommy Mail represents the best that email marketing can be, a channel for forging meaningful relationships by delivering relevant information.

Affiliated Agency: RevTrax (1-2-1 Couponing Partner)

Credits: Reckitt Benckiser · Rory Tait – Marketing Director, ENA, Lysol · Brian Choi - Senior Brand Manager, Lysol · Charlotte Lofgren - Digital Equity Manager, Lysol · Anita Cheung – Senior Data Driven Marketing Manager · Megan O’Hara – Media Data Analyst iris Worldwide: · Marie Davidheiser – Managing Director, iris NY · Jill Smith – Client Services Director · Adam Abrahami – DDM & CRM Managing Director, iris Concise NY · Marcus Liwag – Associate Creative Director · Emily Canan – Senior Strategist · Allison Benoit – Senior Account Manager · Colby Reid – Integrated Coordinator · Tom Hill – Digital Project Manager · Megan Bell – Salesforce Marketing Cloud Specialist · Allen Chan – Lead Developer · Winston Noel – Lead Copywriter · Nicole Monzon – Designer · David Penn – Designer · Ashley Raymond – Production Artist · Thu Do – UX + Creative Technologist RevTrax · Julio Lopez - Director of Customer Success

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Home Page Takeover

The Jungle Book 360° YouTube Masthead by AvatarLabs  for Disney


The Walt Disney Company and AvatarLabs partnered to create a reboot of The Jungle Book. Their campaign began with a 360° motion poster, expanded into a 3D 360° microsite, and culminated in a robust online media campaign that included a 3D WebGL banner. The 360° 3D microsite experience as a homepage takeover included amazing photographs and videos that really grabbed viewers attention and lead them to their website, where they could engage even more.

Credits:

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Humor

Deadpool: Way, Way, WAY Funnier Than Wolverine by Fox Home Entertainment  for Deadpool


Deadpool seemingly came out of nowhere—a low budget rated “R” Marvel superhero movie starring Ryan Reynolds as a sarcastic, unkillable assassin that broke a number of box office records. The marketing efforts behind the movie’s digital release helped to push it even further into the hearts of fans- including a Snapchat story, trolling other movies’ pages, and a fake erectile dysfunction-style commercial. Deadpool was Fox and Marvel’s most successful digital release ever.

Affiliated Agency: Armed Mind (Content), Think Jam (PR), Allison + Partners (PR), Hi5 (Social), Zenith+ (Media)

Credits: Everyone on this list is at 20th Century Fox. Julie Ryan - VP, Global Digital Marketing Jouvan Laali- Director, Digital Marketing Jeremy Katz - Digital Marketing Manager Kavita Smith - VP, Publicity April Carretta - SVP, Global Communications Julie Dey - Executive Director, International Publicity  Sal Apodaca - SVP, Global Media John Gelke - Executive Director, Media Danielle Pullman - Producer, Fox Home Entertainment

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Illustration

How to Solve a Murder by Guardian News & Media  for Amazon Studios / Bosch


While collaborating with Amazon Studios and Los Angeles’ Initiative agency the Bosch detective show, second season of "How to Solve a Murder" drives awareness in a clever way, through illustrations. Guardian Labs idea was to create a real murder case allowing people to engage in the murder of two California women using both podcast audio and original illustrations. How to Solve a Murder reached more than 100,000 unique users.

Affiliated Agency: Initiative, advertising agency

Credits: Rachael Post, Branded Content Director, Guardian Labs US Jill Hilbrenner, Branded Content Strategist, Guardian Labs US Eydie Cubarrubia,​ ​​Digital​ ​Copy​ ​Editor, Guardian Labs US Charlotte Andaloro, Project Manager,​ ​Guardian Labs US ​Colin Fitzpatrick, Producer, Guardian Labs US John Winskowicz,​ ​Director, Guardian Labs US Kelly Hamilton,​ ​Senior Director of Sales, Southwest,​ ​Guardian Labs US, Jennifer Dionisio, Illustrator, Puck Collective, Trevor Ott, Photographer

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Interactive Creative

How Do You Adventure? by exverus Media  for CLIF Bar


CLIF Bar came up with a unique way to engage with consumers in a medium that is usually pretty static: video. In “How Do You Adventure,” viewers choose-their-own-adventure and the video reacts accordingly. The campaign was supported with less than $1 million in paid media, but the video had over 10 million minutes spent during the three-month plan and an average of 7:32 of view time. CLIF jumped into the #3 spot for the July Shelf Score measuring purchase intent.

Affiliated Agency: NORTH - Creative & Production Agency

Credits: William Durrant (Group Media Director, exverus Media Inc.) Jack Win (Head of Operations, exverus Media Inc.) Jordan Delapoer (Director, Brand Strategy, NORTH) Mark Ray (Chief Creative Officer, NORTH) Luke Perkins (Executive Creative Director, NORTH) Eric Samsel (Creative Director, Copywriter, NORTH) Caroline Desmond (Director Media Strategy, NORTH) Brianna Babb (Brand Director, NORTH) Shayla Hason (Producer, NORTH)

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Gaming

Mission: Impossible - Rogue Nation by MEC and Phunware  for Paramount Pictures International


To raise awareness of Paramount's "Mission: Impossible - Rogue Nation," MEC partnered with app developer Phunware to incorporate elements from the movie's adrenaline-high motorcycle chases into two popular mobile biking games, using Phunware's Phusion native brand placements. The cinematic brand integration generated around 13 million gameplay engagements as well as an 87% completion rate for the campaign's accompanying video portion and a click-through rate of 6.65%, or 2.3 times the usual click-through rate for most mobile video executions.

Affiliated Agency: AvatarLabs (Creative Agency), Phunware (Mobile Partner)

Credits: Inderjit Toor, International Digital Director, MEC, Andrea Dominguez, Manager, International Media, MEC, Jon Hook, GM Advertising, Phunware, Andrew Bear, Publisher Development Manager, Phunware, Lani Sexton, Account Manager, Phunware, Matt Chin, Director, Partnerships & Marketing Strategy, Phunware, Casey Pearson, Sales Enablement & Marketing, Phunware, Nick Dufault, Visual Design Lead, Phunware, Josh Lawson : Paramount Pictures International, Bryan Warman : Paramount Pictures International

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Mobile: Single Execution

Bond...James Bond: A Snapchat Secret by UM  for Sony Pictures Entertainment - Spectre


The world’s greatest spy (James Bond, of course) took to Snapchat to promote his newest movie, SPECTRE. The brand was the first-ever featured channel in Snapchat’s Discover section, which is a curated feed of various content from VICE, ESPN, CNN and the like. The campaign also included a branded geo-filter that put up the classic gun barrel and 10-second vertical video clips from the movie. The campaign saw excellent engagement and awareness numbers and the movie itself came it at #1 in the markets targeted.

Affiliated Agency: Snapchat

Credits: UM: Deborah Gaudette - SVP, Group Partner Yvonne Abt - VP, Portfolio Partner Jennifer Traver - Media Supervisor, Portfolio Management Robert Czechowicz - Supervisor, Creative Production Shahaab Quraishi - Associate Director, Creative Production Sony Pictures Entertainment: Jamie Kramer - Senior Vice President Digital Marketing Bryan Wessel - Vice President Digital Marketing Victoria Cohen - Manager Digital Marketing Snapchat: Nathan Boyd - Product Designer Andy Cooper - Product Designer James Veraldi - Discover Strategy & Partnerships

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Mobile Marketing: All Mobile Campaign

Google’s Banner with Brains by Essence  for Google


Most people still use their browsers to search for things through Google, but the search giant wanted to turn people to its app, which is able to provide location-contextual data. Essence ran an ad campaign based around the most common Google searches in specific locations—things like, “why do foul balls count as strikes,” in a baseball stadium, or “how tall is Niagara Falls,” next to Niagara Falls. The campaign increased awareness of the app and the engagement of existing app users.

Affiliated Agency: NONE

Credits: Michael Bailey, Group Manager, Global Digital Media, Google Media Lab, Google Tommy Wiles, Digital Marketing & Media, Google Media Lab, Google Andria Bernard, Creative Program Manager, Google Brendan Starr, Digital Media Manager, Google Jeremy Sigel, Director of Mobile, Essence Kate Berkheimer, Associate Account Director, Essence Arnel Kasmally, Global Client Director, Essence Isamar Pena, Programmatic Media Manager, Essence Gannon Mooney, Creative Director, Essence Scott Campbell, Art Director, Essence Devin Kemper, Sr. Developer, Essence Doug Hamlin, Sr. Developer, Essence Sarah Hiraki, Copywriter, Essence Julia LaRose, Associate Director, Delivery, Essence Matt Schneider, Project Manager, Essence

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Mobile: App

Teladoc Mobile App by DigitasLBi  for Teladoc


Teladoc has an app that helps customers to make virtual, on-demand doctors appointments, so they don’t need to waste a sick day waiting to meet one in person. Doctors can be met with by phone or video, and the steps to meeting a doctor were reduced before the company’s IPO. The app is integrated with Apple Health, so users have multiple payment options. The app’s success helped Teladoc’s stock prices at its IPO this past year, and has a 95% member satisfaction rating.

Credits: -Ronald Ng, Chief Creative Officer, North America -Andrew Carlson, Experience Design Practice Lead -Cathy Butler, SVP Group Account Director -Jessie Harte, Associate Creative Director -Dan Williams, VP Group Account Director -Parrish Griggs, VP Director Integrated Marketing -Jared Fancy, Experience Designer -Christine Cruz, Production Designer -Jerry Abejo, Copywriter -Meaghan Hughes, Senior Analyst S&A -Sarah Kim-Tomcek, VP Director Strategy & Analysis

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Mobile: Integration Cross Platform

I Am A Witness by Goodby Silverstein & Partners  for Ad Council


Most anti-bullying campaigns target victims or aggressors, but Goodby Silverstein & Partners decided to focus on the witnesses of cyberbullying in the I Am a Witness campaign for Ad Council. The campaign revolved around educating people about cyberbullying and giving them the means to put a stop to it—in this case, through the use of an emoji eye that symbolized witnessing something bad happening. It was integrated with Snapchat, Reddit, Whisper, and is now part of the Unicode standard.

Affiliated Agency: Moonbot Studios - Production ; Mutato Muzika - Music ; Stimmung - Sound Design ; One Union - Mix

Credits: Client: The Advertising Council President + CEO: Lisa Sherman SVP, Group Campaign Director: Heidi Arthur VP, Campaign Director: Deborah Leiter Campaign Director: Hannah Blatt Partner: Adobe CMO: Ann Lewnes Principal Marketing Manager: Megan Dale Creative Co-Chairman, Partner: Rich Silverstein Creative Director: Will Elliott Creative Director: Patrick Knowlton Art Director: Hanna Wittmark Copywriter: Kate Baynham Sr. Designer: Angie Elko Production Integrated Producer: Benton Roman Director of Content Production: Tod Puckett Technology Director: Mike Kellogg Account Services Managing Partner: Robert Riccardi Account Director: Cassi Norman Brand and Communication Strategy Director of Brand Strategy: Bonnie Wan Sr. Communication Strategist: Victoria Barbatelli Communication Strategist: Devon Lynch Business Affairs Business Affairs Manager: Heidi Killeen Production and Interactive Company Company Name: Moonbot Studios Director: Limbert Fabian Co-Director: Jake Wyatt Executive Producers: Lampton Enochs, Trish Farnsworth-Smith, Brandon Oldenburg Producers: Sulivan Parker, Wendell Riley Editor: Calvin O’Neal Jr. Lead Artist: Kenny Callicutt Production Art: Renee Bates, James Cassettari Animation Supervisor: Jake Wyatt Animators: Renee Bates, Jason Behr, Beavan Blocker, Kenny Callicutt, James Cassettari, John Durbin, Kendra Phillips, Andrew Stovesand, David Wilson Animation Cleanup: J.D. Gardner, Justin Holt, Gordon Pinkerton, Kaleb Rice Lead Developer: Heather Shrewsbury Developer: John Cannon UI Developer: LaShea Brittain CG Supervisor: Megan Deane Compositors: Megan Deane, J.D. Gardner, Justin Holt, Thomas J. Moore, Gordon Pinkerton, Kaleb Rice, Russell Smith Music Company Name: Mutato Muzika Composer: Mark Mothersbaugh Arrangement: Raymond Plaza Executive Producer: Natalie P. Montgomery Sound Design Company Name: Stimmung Sound Designer: Gus Coven Mix Company Name: One Union Mixer: Joaby Deal :30 Trailer: Company Name: E-Level Editor: Graham Wilcox Musical Arrangement: Nick DeMatteo Motion Graphics Director: Mike Landry 2D Animator: Chad Ford

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Music/Sound Effects

Outcast Interactive Trailer: “Possession Begins” by Campfire at SapientNitro  for Cinemax


The effort to promote Cinemax’s Outcast—a possession-themed horror show from The Walking Dead creator Robert Kirkman— is perhaps one of the most creepy campaigns of the year. It includes a truly terrifying interactive trailer that lets audiences experience demonic possession. At PossessionBegins.com, people close their eyes and are transported to an immersive virtual audio story where a demonic presence goads them. If they open their eyes to try and escape, they see terrifying video montages.

Credits: Creative Director: Nick Braccia Senior Art Director: Kade Roybal Creative Technologist: Mark Harris Manager Producer: Julia Pontecorvo Art Director: Emily Culbertson Art Director: Dylan Werner Senior Copywriter: Micky Treutlein Associate Technologist: Adam Paikowsky Account Coordinator: Lauralee Bent Client Services Director: Jen Villany Senior Manager Interactive Program Management: Zach Bolton Manager Producer: Cassandra Robertson-Reuter VP Client Services: Jeremiah Rosen Chief Creative Officer: Michael Monello Audio Production Team: Apollo Studios Interactive Production Team: Dinahmoe

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Native Advertising: Single Execution

AI: What It Takes to Be Human by T Brand Studio, The New York Times  for UBS/Mediavest


UBS and Mediavest asked NYT's T Brand Studio to create a native ad exploring the potential of artificial intelligence, so naturally they decided to make AI part of the ad. Visitors can interact with Rose, a chatbot licensed from Brillig Understanding, who helps introduce additional content, including an original article with five chapters, three Q&As with AI experts, and a short video about Hiroshi Ishiguro, a humanoid designer. The ad is on track to deliver its target for impressions in one-third the allotted time.

Affiliated Agency: Mediavest

Credits: Kaylee King-Balentine, Director, T Brand Studio Int'l; Nelly Gocheva, Editor, T Brand Studio Int'l; Raquel Bubar, Producer, T Brand Studio Int'l; Graham McDonnell, Designer, T Brand Studio Int'l; Alison Tyrrell, International Associate Director, Digital, Mediavest;

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Native Advertising: Campaign

Shadow Mission: Covert Ops’ Unseen World by The Washington Post’s WP BrandStudio  for SyFy


SyFy wanted to raise awareness for its new spy series, "Hunters," with premium native content emphasizing the show's gritty realism. The Washington Post's WP BrandStudio helped achieve this by creating a two-part, immersive multimedia experience delving into the real-life background of the tradecraft and technology shown in the series, including interviews with former undercover agents, a 3-D interactive globe showcasing the world's top covert operations outfits, and a history of intel scandals. The campaign generated 1.3 million page views and 750,000 social actions.

Affiliated Agency: Maxus Global

Credits: Annie Granatstein: Head of WP BrandStudio Alison Lake Benadada: Content Editor (WP BrandStudio) Hyojin Kim: Program Designer (WP BrandStudio) Jill Putney: Social Media Designer (WP BrandStudio) Heather Schmelzlen: Social Media Strategist (WP BrandStudio) Elana Luppino: Project Manager (WP BrandStudio) Mandy Goldberg: Video Producer (WP BrandStudio) Richard Stovall: Web Developer (WP BrandStudio)

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Photography

At The Water's Edge  by Atlantic Re:think  for Sony


"At The Water's Edge," is a campaign for the launch of Sony Alpha Mirrorless Camera. Atlantic Re:think was faced with a challenge of a way to increase awareness while in an era where camera's are built into almost every device. They realized that showing people how beautiful photographs could be, when captured with a state-of-the-art DSLR vs. their own lower-capability camera. They used 14 stunning images capturing what Mittermeier called the, "Water's Edge-where land and sea collide, and life emerges."

Credits: Atlantic Re:think

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Programmatic Creative

Lexus Performance 3D Campaign by Team One  for Lexus North America


Team One's campaign for Lexus represents a truly compelling use of 3D animation and personalization tech that enabled consumers to customize the vehicle's color, navigate a mobile showroom, and get an engaging 360-degree views all designed for mobile. The 3D mobile campaign truly connected the brand to consumers. Tablet and smartphone 3D ad engagement rates exceeded Celtra rich media automotive benchmarks, by 43% and 195% respectively. On average, users spent over 16 seconds in tablet units, exceeding Celtra automotive benchmarks.

Affiliated Agency: Amobee

Credits: •Octavian Pop, Sales Manager, Amobee, opop@amobee.com •Elliott Seal, Account Manager, Amobee, eseal@amobee.com •Paul DeGrote, VP Creative Director, Amobee, pdegrote@amobee.com •Shaun Valcho, Creative Development Manager, Amobee, svalcho@amobee.com •Eric Smith, Senior 3D Production Manager, Amobee, esmith@amobee.com •Brian Smith, VP Marketing, Lexus, brian.smith@lexus.com •Brian Bolain, Corporate Manager, Marketing, Lexus, brian.bolain@lexus.com •Mariko Kusumoto, National Marketing Communications Manager, Lexus, mariko.kusumoto@lexus.com •Teri Hill, Media Manager, Lexus, teri.hill@lexus.com •MaryJane Kroll, Advertising & Multicultural Marketing Manager, Lexus, Maryjane.kroll@lexus.com •Jennifer Mathis, National & Dealer Advertising Planner, Lexus, Jennifer.mathis@lexus.com •Melissa Lam, Media Supervisor, Team One, Melissa.lam@teamone-usa.com •Drew Garraway, Producer, Team One, drew.garraway@teamone-usa.com •Trina Sethi, Account Supervisor, Team One, trina.sethi@teamone-usa.com •Kelly Rogers, Assistant Account Executive, Team One, Kelly.rogers@teamone-usa.com •Chris Greve, Project Manager, Team One, chris.greve@teamone-usa.com •Ross Brodie, Art Director, Team One, ross.brodie@teamone-usa.com •Jason Stinsmuehlen, Associate Creative Director, Team One, Jason.stinsmuehlen@teamone-usa.com •Rudi Anthony, Strategic Planning Director, Team One, rudi.anthony@teamone-usa.com •Scott Thornton, Associate Media Director. Scott.thornton@teamone-usa.com •Rebecca Foster, Group Media Director, Team One, Rebecca.foster@teamone-usa.com •Jennifer Bolt, Executive Director, Idea Communication, Team One, Jennifer.bolt@teamone-usa.com

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Rich Display Media: Single Execution

Nike LunarEpic Flyknit by RED Interactive Agency  for Nike


Like the stars and the sky, there’s no beating celestial beauty -- and RED Interactive Agency’s work for Nike is just that. The ad’s spacey feel perfectly compliments Nike’s otherworldly LunarEpic Flyknit running shoe. Respecting runners’ demand for performance data, the ad features a plethora of product information without sacrificing its clean look and feel. Offering a 360-degree view of the LunarEpic’s -- which lets viewers orbit the shoe like a moon circles a planet -- completes the overall effect.

Credits: X

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Rich Media: Campaign

Narcos S1 Online Media Campaign by AvatarLabs  for Netflix


Sure, AvatarLabs had some killer media assets to promote Netflix’s dramatic series Narcos. But, credit goes to the agency for squeezing every kilo of value out of those assets. That included making each and every element of the ads flexible. Indeed, multiple elements could be swapped out depending on the marketing needs of each territory where the ads ran. As such, key coke-covered assets could be exchanged, while trailers could be swapped, and date messaging and character art could be adjusted.

Credits:

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Search Marketing: SEM Campaign

Approaching SEM with an Audience First Mindset by Reprise  for FCA/ FIAT Chrysler Automobiles

Reprise shifted FCA/Fiat's paid search campaign focus from generic search queries such as "car" and "truck" to "who" and "why" qualifying user value before clicking the ads to assure marketing dollars were not wasted. The approach prioritized audiences. Determining “who" increased conversion rates by more than 5%. Layering different types of audience data on top of search data produced 11% more shoppers with 5% less spend. Reprise estimates FCA’s paid search accounts will generate 2 million more Web site visits at less cost in 2016.

Credits: Amy McNeil, Senior Digital Marketing Manager - FCA David Mihalek, VP, Group Director - Reprise Shelby Veldman, Manager - Reprise Nate Lewalski, Manager - Reprise Ponti Ang - Manager - Reprise Whitney Chamberlin, Manager - Reprise

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Search Marketing: SEO Campaign

A Performance Engine: Reimaging Microsoft’s Global Approach to SEO + Content by iCrossing  for Microsoft

Microsoft’s brands range from consumer to enterprise, creating a complex ecosystem to optimize globally and making it increasingly difficult to align a successful SEO strategy. iCrossing worked to educate Microsoft's internal teams on a variety of topics like geo-targeting, content audits and strategy to drive performance across all business units. While success began with a 93% YoY increase in natural search visits and a 354% increase in search revenue during week of Black Friday, more recently the strategy increased organic search revenue by 122%.

Credits: iCrossing SEO Team Microsoft Corporate Team

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Social: Facebook Campaign

Stand with Malala by Campfire at SapientNitro  for National Geographic Channel


To draw viewers to its airing of “He Named Me Malala” and raise awareness for the Malala Fund, National Geographic Channel used Facebook to create a campaign that illustrates the importance of a 12 year education for girls worldwide. Campfire at SapientNitro created a Facebook tool that looks like a typical yearbook, expect all the girls' pictures disappear. Facebook users could set the video as their Facebook Video Avatar and show support for Malala and her cause.

Credits: Michael Monello, Chief Creative Officer; Jeremiah Rosen, VP Client Services; Jennifer Villany, Director Client Services; Kade Roybal, Senior Art Director; Ilan Frankel, Senior Copywriter; Emily Culbertson, Designer; Lauralee Bent, Account Executive; Ethan Piper, Producer; Nick Braccia, Creative Director; Rajiv Mody – VP, Social Media (NatGeo); Hillary Ossip – Manager, Social Media (NatGeo); Darren Knabe – Global Digital Marketing Manager (NatGeo)

 

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Social: Twitter Campaign

#AllTreesAreBeautiful by UM in partnership with Arnold Worldwide and Havas Worldwide  for Reese's


Fans of Reese’s took to Twitter last year to express their disgust for the looks of the Reese’s Trees… which looked more like turds than a holiday symbol. To add a positive spin to a crappy scenario, Reese’s created #AllTreesAreBeautiful to stop the injustice of tree shaming. The hilarity worked, with haters becoming defenders of all tree shapes and sizes. #AllTreesAreBeautiful was a series of Twitter and Facebook posts that added pop culture references to the tree debacle. Think deflategate to #treegate.

Affiliated Agency: Havas Worldwide, Arnold Wordlwide

Credits: Havas/Arnold Worldwide: Global Chief Creative Officer: Jim Elliott Executive Creative Directors: Tim Flood and Mat Jerrett Head of Social Marketing, Havas NY: Larry Lac Social Editors: Omar Khan, Kristen Ablamsky, Tattiana Bamba and Amber Ferguson Copywriters: Adam Samara, Jameson Rossi and Teresa Guggenberger Art Directors: Michael Camarra, Andrew Williams, JP Regaldo and Chandler Broadrick Designer: Paul Kim Strategy: Jennifer Fleet and Sara Bamber Marketing: Daniel Mize, Beth Palmer, Lisa Huang, Jamie Herndon and Theresa Ganchorre UM: Daniele Ashkenazy -- Manager, Social Hannah Lifset – Senior Analyst, Social Eve Leshaw -- EVP, Managing Partner Diana Steblai -- VP, Group Director

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Social: Use of Single Platform, Other

The Merc with the Snapchat Story by Fox Home Entertainment  for Deadpool


With Deadpool's Snapchat campaign, Fox Home Entertainment aimed at creating an authentic narrative, taking fans on a hilarious journey through a day in Deadpool’s life and, as a result, breaking every Snapchat engagement record with a 1-day takeover. Following the main character’s unapologetic style, the campaign hijacked cultural events and popular hashtags from the Game of Thrones premier to capitalizing on National Crayon Day. The campaign culminated in Deadpool’s appearance in his own Honest Trailer that garnered 13.5MM viewers, becoming the most watched trailer.

Affiliated Agency: Armed Mind (Content), Zenith+ (Media)

Credits: Everyone on this list is at 20th Century Fox. Julie Ryan - VP, Global Digital Marketing Jouvan Laali- Director, Digital Marketing Jeremy Katz - Digital Marketing Manager Kavita Smith - VP, Publicity April Carretta - SVP, Global Communications Julie Dey - Executive Director, International Publicity  Sal Apodaca - SVP, Global Media John Gelke - Executive Director, Media Danielle Pullman - Producer, Fox Home Entertainment

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Social: Campaign Across Platforms

Straight Outta Somewhere by PMG  for Beats by Dre


In 2015, Beats by Dre teamd up with PMG to promote one of the most compelling films of the year, Straight Outta Compton. The resulting Straight Outta Somewhere campaign aimed at promoting the movie release while creating the buzz for Beats by Dre. Leveraging the film’s cultural momentum, beyond just celebrating hip hop pioneers, #StraightOutta allowed people create customizable memes to “rep their own city.” The campaign drove 1.2 billion viewers, becoming the number one trending topic on Social Media for seven straight days.

Credits: Nick Drabicky - Head of Agency Strategy, PMG Price Glomski - Head of Social, PMG Devon Rosenberry - Senior Social Account Lead, PMG Natalee Geldert - Brand Media Director, PMG

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UX/UI

“Fun Voyage!” by SapientNitro  for Carnival Cruise Line


Cruises are fun! But booking a cruise can be can be far from fun. SapientNitro worked with Carnival to make planning and booking online simple and enjoyable. The usual boring reservation forms were transformed the ultimate booking experience, “Fun Voyage” with immersive imagery and easy-to-navigate design that insert users into the cruise experience. The booking experience is now considerably more enjoyable with fun cruises just a click away. With easier choices came instant results. Since launch itinerary views went up 52% and booking up 9%.

Credits: Debbie Casey, Sr. Account Director Beatriz Maldonado, Account Supervisor Andrew Fishman, Project Manager Greg Cordaro, Strategy Director Eddie Gonzalez, Analytics Director Jay Wilson, Tech lead Gessica Tortolano, UX Lead Jordan Lipton, Creative Director, Design Jason Levine, Creative Director, Copy Carolina Espinales, Designer Alex Toledo, Development Lead Carlos Cabrera, Development David Mahmarian, UX Monica Cleves, UX Kelley Griffin, Strategist Kelsey Evans, Analytics Slav Kraev, Designer Jorge Rivero, Developer Liz Marks, Copywriter Nicole Levine, Sr. Copywriter

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User-Generated Content

#TEXASTODO by Slingshot  for Texas Tourism


Slingshot helped the Texas Tourism board generate buzz with a campaign asking locals and folks traveling through Texas to tag their adventures with #TexasToDo across all social media platforms. The images pulled on to TravelTexas.com are searchable by categories to help visitors discover new experiences. The content also posts on banner ads, and digital boards in bus shelters. CTRs exceeded the industry average by more than three-times and drove up site traffic. Consumers spend several minutes engaging with content, learning more about designing their trip.

Credits: Advertising Agency – Slingshot Jordan Dontos – Assoc. Creative Director Clay Coleman – Assoc. Creative Director Danielle Johnson – Account Director Rachel Campbell – Account Supervisor Rachel Hale — Digital Producer

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Video: Facebook

Hard Won by Thrillist  for Smith & Forge


Don't underestimate a silly idea. Hard-cider brand Smith & Forge enlisted Thrillist to create videos to woo millennials. One ad they made went super viral. In it, a buff athlete, Kenneth Leverich, was heavily disguised so he appeared to look like an 84-year old man. Looking frail, he entered Muscle Beach. To the astonishment of the beefy types he made those weights look like they were made of balsa. More astonishing: In 24 hours, 27 million saw it on Facebook.

Affiliated Agency: Initiative

Credits: David Blend: Director of Content, The CoLab -- THRILLIST Bill McCandless: SVP, Video Production & Programming -- THRILLIST Vin Nucatola: Producer -- THRILLIST Adam Reynolds: Producer -- Scopo Studios Peter Sestina: Director -- Freelance Will Turner: Director of Photography -- Freelance Special Effects Make-up Artist: Dan Gilbert -- Freelance Allison Baruck: Editor -- Freelance

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Video: Single Execution, Other

Love Test by MediaCom  for Revlon


Like Dove's "Real Beauty" campaign earlier, Revlon's "Love Test" tries this theory: What if women engaged in a daily ritual in front of a mirror that embraced their own self-worth and most importantly, included a smile? And what if that was supplemented with a little Love Kit--perfume, breath mints and makeup? Well, in this test, 97% of the women reported a huge improvement in their romantic life. Nearly eight million watched the sweet resulting film on Facebook. (Revlon will market the Love Kit.)

Affiliated Agency: Lippe Taylor

Credits: Archana Kumar, MediaCom Tam Alesi, MediaCom, Lauren Thermos, MediaCom Hailey Barton, MediaCom Trixie Ferguson Gray, MediaCom Gus Marulanda, MediaCom Wendy Foster, MediaCom Tatia Pilieva, Pulse Films Kiki Rees, Revlon Lauren Wexler, Revlon Tracy Rohrbaugh, Revlon Sheryl Kornfeld, Lippe Taylor

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Video: Campaign

Next Level Living by AOL  for Sleep Number


Sponsored content done well doesn't hurt at all. AOL partnered with bedding maker Sleep Number to produce a 10-episode series, "Next Level Living" that explores what science has learned about sleep and sleep-related issues (and one thing it hasn't really figured: Why do we need to do it?). Informative, scientific, fun and at points cleverly animated, the series garnered 11.4MM video views on and off platform, and 3.2 million on Facebook alone. Very, very watchable.

Credits: Mary Gail Pezzimenti - VP, Content Creation, Partner Studio by AOL Drea Bernardi- Director of Video Programming, Partner Studio by AOL Katy Motley - Director of Program Management, Partner Studio by AOL

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Viral Campaign

Straight Outta Somewhere by PMG  for Beats by Dre


What started as a campaign to promote a movie turned into a cultural phenomenon whose reach still continues. The “Straight Outta Somewhere” campaign, tied to the movie “Straight Outta Compton” resulted in an astounding 8.7 million memes generated from hip-hop and sports fans to celebrities, brands, and even the White House. The hashtag #StraightOutta became the top trending item simultaneously on Facebook, Twitter, and Instagram. At its peak, the campaign saw an average of 15,000 #StraightOutta tweets and retweets per minute.

Credits: Nick Drabicky - Head of Agency Strategy, PMG Price Glomski - Head of Social, PMG Devon Rosenberry - Senior Social Account Lead, PMG Natalee Geldert - Brand Media Director, PMG

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Virtual Reality/Augmented Reality

The Field Trip to Mars by UM in partnership with McCann New York  for Lockheed Martin


In attempts to inspire American students’ interest in STEM careers, UM transformed a school bus into an immersive, moving field trip to Mars. The UM’s team created 200 sq miles of Mars’ surface, mapped it to the streets of Washington D.C. and showcased geological features, a base camp and a dust storm. Equipped by switchable electric glass screens that transitioned from transparent to opaque, the school bus became a VR “headset” for over 2,500 children who took the trip and over 2.5 mln viewers online.

Affiliated Agency: McCann New York

Credits: UM: SVP, Client Business Partner Jon Dobbin Manager, Portfolio Management Darren Lonigro McCann New York: North American Chief Creative Officer: Eric Silver Co-Chief Creative Officer: Sean Bryan Co-Chief Creative Officer: Tom Murphy Executive Creative Director: Vann Graves Global Executive Creative Director: John Mescall Executive Creative Director: Dan Donovan Group Creative Director: Josh Grossberg Group Creative Director: David Waraksa Art Director: Kavon Johnson Copywriter: Joe Moon Original Content Producer: Sebastian Savino Original Content Producer: Eric Perini Chief Production Officer: Nathy Aviram Senior Producer: Chance Bassett Executive Integrated Producer: Kathy Love Executive Integrated Producer: Christine Lane Executive Music Producer: Eric David Johnson Executive Account Director: LisaAnn Nocella Account Director: Rik Koletar Account Supervisor: Chloe Scutt Chief Strategy Officer, North America: Steve Zaroff Executive Strategy Director: Mike Medeiros Strategy Director: Jessica Mendoza

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Wearables/IoT Platform

Cocktail Lab by Razorfish  for Patrón Spirits Company/Patrón Tequila


Patrón Cocktail Lab is an intelligent platform that serves personalized cocktail recommendations based on flavor, occasion or ingredients. Visitors can find it on Patrón’s site and Amazon voice enabled devices. Razorfish created the at-home cocktail concierge for Alexa. In its first few weeks, Cocktail Lab drove a 38% increase in overall site traffic and 109% increase in cocktail page visits. It leverages the Google Analytics API within the Alexa app to track voice interactions, seeing about 75 cocktail searches daily and 30% return rate.

Credits: Jessie Bloede (Client Partner), Beth Stone (Planning Director), Rachel Barber (Sr. Project Manager), Hannah Barr (Associate Project Manager), Kevin Lane (Associate Creative Director), Mike Sakoonserksadee (Sr. Art Director), Emily Starolis (Sr. Copywriter), Luke Kiely (Associate Designer), Alexa Avila (Sr. Designer), David Jameson (Designer), Luther Himes (Sr. Motion Designer), Martin Davis (Experience Director), Hillary Oneslager (Experience Designer), Julia Kiley (Analyst), Wade Forst (Sr. Director, Emerging Experiences), Charles Fletcher (Technology Director, Emerging Experiences), Vasan Sundar (VP, Technology), Praveen Modi (Technical Architect), Robert Williams (Quality Assurance), Presentation Layer Engineers: Evelyn Chang, Henry Kean, Anthony Skinner, Joe Slater

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Online Marketing 2016 Winners

Activism/Public Service

Pay With Blood by UM Romania  for Untold Festival/National Institute of Blood Transfusion


In 2015, blood supplies of Romania dropped catastrophically low, forcing doctors to cancel surgeries. Only about 0.2% of young people had ever given blood. The opportunity came from an unexpected place. National Institute of Blood Transfusion and Untold Festival (Romania’s largest music festival featuring top DJs) teamed up with UM Romania, attracting thousands of young people who were able to pay with blood to gain admission and a tourniquet wristband. The message was shared via Untold’s social media pages, featuring Count Dracula.

Affiliated Agency: McCann Romania, MRM, McCann PR

Credits: Full name: Victor Croitoru Job title: Planning Director CEE Company: UM Romania Country: Romania Email: victor.croitoru@mbww.com Full name: Alina Vasile Job title: Account Director Company: UM Romania Country: Romania Email: alina.vasile@umww.com Full name: Catalin Dobre Job title: Executive Creative Director Company: McCann Bucharest Country: Romania Email: catalin.dobre@mccann.com Full name: Luminita Visu Job title: Head of Digital Company: UM Romania Country: Romania Email: luminita.visu@umww.com Full name: Marius Funie Job title: Junior Digital Planner Company: UM Romania Country: Romania Email: marius.funie@umww.com McCann Bucharest Adrian Botan – CCO, Sebastian Olar – Group Creative Director, Alexandru Vasile – Copywriter, Arpad Rezi – Senior Art Director, Gabriela Alexandrescu – Group Account Director, Simona Geaca – Senior Account Manager, Oana Grigore – Senior Account Executive, Carmen Bistrian – Creative Excellence Manager McCann PR Imola Zoltan – Head of McCann PR, Alexandra Crivat – PR Account Manager, Anca Barbulescu – PR Account Manager, Laura Stoica- PR Senior Account Executive, Client contact name: Dr. Gosa Doina Client contact job title: Director National Blood Center – Bucharest center Client contact email: doina.gosa@yahoo.com Client contact name: Adrian Chereji Client contact job title: Marketing&Communication Director Client contact email: adrian@untoldfestival.com

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Apparel/Fashion

Carhartt 2016 Fall Lookbook by Perficient Digital  for Carhartt


Each fall, apparel brands deluge fashion reporters with dreaded digital “lookbooks,” inbox-clogging assets that make skimming, saving and sharing complicated. True to its hard-working DNA, Carhartt’s Fall 2016 microsite highlights how much it sweated details in its new technology. The Full Swing line, with features like Freedom Gussets, let workers “move like you mean it,” for example. Videos and GIFs highlight he-men and women climbing stadium light poles, riding the range and corralling llamas. The effort, from Perficient Digital, drew raves from Carhartt: “You guys get us."

Credits: All are Perficient Digital Dwayne Raupp – Managing Director Jordan Miller – Creative Director Dan Kennedy – Associate Creative Director Andrew Hainen – Sr. UI Designer Adam Kempa – Technical Director Amanda Harlan – Sr. Project Manager Josh Angott – Sr. Analyst

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Automotive: Campaign

GREATEST RIDES by SapientNitro  for HARLEY-DAVIDSON


Harley-Davidson’s “Greatest Rides” activation had the sort of reach marketers can only dream of: The competition received 10,000 applications and there were 400,000+ website visits and 3,800 test rides, resulting in massive increased sales to both Harley and non-Harley riders. The winner’s 15,000-km journey across 20 countries was showcased, building a community for riders to find and share their own “Greatest Rides.” The program effectively targeted competitor touring bike owners and got them to re-appraise the Harley-Davidson Touring range.

Credits: • Trefor Thomas : ECD - SapientNitro • Ben Winter: ACD - SapientNitro • Gavin Howell: SAD - SapientNitro • Scott Hughes: CW - SapientNitro • Eva Petelina: Designer - SapientNitro • Alexander Wellard: UX – SapientNitro • Jason Smeaton: Tech Lead - SapientNitro • Muhammad Humayun: Tech Lead - SapientNitro • Keir Simons: Senior Account Director - SapientNitro • Charis Hynds: Programme Manager - SapientNitro • Debbie Lee: Programme Manager – SapientNitro • Nitin Malhotra: Senior Associate Technology - SapientNitro • Jay Tanwar: Senior Interactive Developer - SapientNitro • Puneet Puri: Senior Associate QA - SapientNitro • Shreyash Kushwaha: Programme Manager - SapientNitro • Shagun Chaudhary: Senior Manager Technology - SapientNitro • Prokopi Constantinou: CD - Itdrewitself • Jake Churchill : Itdrewitself • Louis Jenson: Knglad • Jack Shilling: AM - Lexis

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Beverage (alcoholic)

Let Life Surprise You by Rokkan  for Veuve Clicquot


Champagne isn’t just for special occasions; Veuve Clicquot believes bubbly makes life better. Widowed at 27, Madame Clicquot ran the business as a luxury enterprise, positing champagne as the elite’s go-to beverage. Today, that legacy has been extended to everyday events — from impromptu entertaining to business negotiations. Three short films highlighted the VC heritage on Tumblr, but promoted its egalitarian tag: “Let Life Surprise You.” Click your glasses. The video was viewed over 1 million times via GIFs.

Credits: Chief Creative Officer: Brian Carley Creative Director: Bill Carlson Creative Director: Billy Veasey Senior Art Director: Ariel Hammer Designer: Ellis Sant’Andrea Account Director: Kaitlyn Brenner Account Supervisor: Barney Baxter Producer: Greg Tharp

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Beverage (non-alcoholic)

Share a Coke and a Song: Turning Lyrics into Language by UM  for Coca Cola


With Pepsi on its heels, Coca-Cola’s “Share a Coke” label campaign went from featuring names to song lyrics. The brand made #shareacoke a way for teens to express stories via song lyrics. On Musical.ly the brand created a lip-sync competition and the packaging had a Shazam code to unlock a Karaoke experience and score Coke stickers. The brand was used in a Carpool Karaoke segment with Selena Gomez and her Coke post is the most-liked Instagram picture to date. (4.1MM hearts and 170M comments)

Credits: Kathryn Smolen, SVP, Group Partner, Strategy, Coca-Cola_UM

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Business-to-Business Campaigns

Musical OOO by Spotify  for Spotify


Spotify’s Musical OOO is an out-of-office email builder that sends out a unique Spotify playlist inspired by their travel destination. Users answer questions about themselves and their trip to create a message and playlist to share while they're away. The site was supported through PR, social and events. In the first month, it logged 45 million earned impressions with 40% of visitors to the site creating a playlist to share with colleagues and 20% entering their email to sign up for the newsletter.

Affiliated Agency: The Brigade (Design and Development)

Credits: Spotify: Danielle Rourke, Director, Business Marketing, Americas Charlotte Myerberg, Manager, Business Marketing, NA Marlon Lawrence, Associate, Business Marketing, NA The Brigade: Jason Moos, Executive Producer Zeke Howard, Partner / Director of Client Services Ben Fogarty, President & Creative Director Kortni Zinn, Senior Designer Josh Rounsville, Director of Technology

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Consumer Packaged Goods

M&M’s and MTV 2016 Movie Awards Campaign by Viacom Velocity  for Mars/Wrigley, Mars, M&M’s


Leading up to the MTV Movie Awards, MTV and M&M's paired up to create fun digital videos featuring Morgan Evans and Liza Koshy. Viacom Velocity used a high-impact co-branded ad unit across their sites, snapchat, fan packs, the product itself on site the day of the event, and even a livestream of to the Red Carpet with a couch commentary during the awards with social influences sitting next to a bowl of M&M's.

Affiliated Agency: Starcom – Media Buying, MediaCom- Media Planning, BBDO-Creative

Credits: •Amy Wigler, SVP Integrated Marketing, Viacom Velocity •Joyce Kwon, Sr. Director Integrated Marketing, Viacom Velocity •Tim Chavez, Manager Integrated Marketing, Viacom Velocity •Natalie Haft, Coordinator Integrated Marketing, Viacom Velocity •Elizabeth Carter, Sr. Director Branded Content Solutions, Viacom Media Networks •Michelle Roach, Producer Branded Content Solutions, Viacom Media Networks •Meg Sudlik, VP On-Air Promos, Viacom Velocity •Chris Daviau, Producer On-Air Promos, Viacom Velocity •Jeff Feuerstein , Sr. Writer On-Air Promos, Viacom Velocity

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Entertainment: Movies

A Unicorn-ucopia of Marketing Wins by Fox Home Entertainment  for Deadpool


Deadpool aimed to become the top selling Marvel Digital HD film to date by pulling an April Fool’s joke on Amazon.com, selling fake VHS and LaserDisc copies of Deadpool. On social media, Fox Home Entertainment hijacked trending topics like Coachella by posting images created by Deadpool himself. The film also hijacked the iTunes store and photobomed pages of other films like “Say Anything” and “127Hours.” The film became Fox and Marvel’s most successful digital HD title to date.

Affiliated Agency: Armed Mind (Content), Think Jam (PR), Allison + Partners (PR), Hi5 (Social), Zenith+ (Media)

Credits: Everyone on this list is at 20th Century Fox. Julie Ryan - VP, Global Digital Marketing Jouvan Laali- Director, Digital Marketing Jeremy Katz - Digital Marketing Manager Kavita Smith - VP, Publicity April Carretta - SVP, Global Communications Julie Dey - Executive Director, International Publicity  Sal Apodaca - SVP, Global Media John Gelke - Executive Director, Media Danielle Pullman - Producer, Fox Home Entertainment

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Entertainment: Games/Music/TV/Other

Lip Sync Battle Season 2 by Viacom  for Spike


Viacom challenge for Spike’s “Lip Sync Battle Season 2” was not only to reactivate the audience from Season 1, but also to add new fans. An online campaign — which included trailers, in-cinema ads, a high-impact takeover of key entertainment websites, and social — did that and more. The new season was teased via an original pre-show that aired the day before the premiere featuring behind-the-scenes interviews. The show premiered as the highest rated episode of any show ever on Spike.

Affiliated Agency: Horizon Media - Media Planning , TVGLA - Creative

Credits: Frank Tanki - Executive Vice President, Brand Marketing and Creative Terry Minogue - Senior Vice President, Creative David Phillips - Vice President, Creative Cedric "Mac" Foster - Senior Vice President, Digital, Brand Marketing & Fan Engagement Strategy Anhelo Reyes - Vice President, Brand Marketing Amanda Brass - Director, Brand Marketing Michael Roberts – Manager, Social Media Kevin Marshall – Producer, Spike Social Sam Polifka - Manager, Brand Marketing

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Fashion/Beauty/Cosmetics: Campaign

Love Test by MediaCom  for Revlon


Revlon saw its market share declining and created “Revlon Ritual” for women to fall in love with the brand and themselves. 700 women received a kit that included makeup, breath mints and perfume. The last step was to take a deep breath, look in the mirror and smile. Couples were interviewed before and after the “Revlon Ritual.” It was honest and raw. After 4 days, 97% of participants reported an improvement in their love lives. A Revlon Love Kit will be sold at retail.

Affiliated Agency: Lippe Taylor

Credits: Archana Kumar, MediaCom Tam Alesi, MediaCom, Lauren Thermos, MediaCom Hailey Barton, MediaCom Trixie Ferguson Gray, MediaCom Gus Marulanda, MediaCom Wendy Foster, MediaCom Tatia Pilieva, Pulse Films Kiki Rees, Revlon Lauren Wexler, Revlon Tracy Rohrbaugh, Revlon Sheryl Kornfeld, Lippe Taylor

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Financial Services

Meet Halfway by Noble People  for PayPal


To connect friends, Noble People created a digital tool that calculates the halfway point between friends living in different places all over the world and encourages them to meet up in real life. People also received $50 off their stay when they booked with PayPal. By the end of the promotion, 36,000 halfway points were found, leading to 64,000 nights booked on Airbnb. Those nights equated to 15,000 individual coupon redemptions; a 778% increase over the original goal of 2,000.

Affiliated Agency: Affiliated Agency: CP+B, LA (Creative Agency)

Credits:

Will deLannoy: Director of Communications Strategy, Noble People - Olivia Young: Group Media Director, Noble People - Hillary Wirth: Associate Media Director, Noble People - CP+B, LA, - Kerry Antos, Global Brand Marketing Lead, PayPal

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Health/Wellness: Campaign

Girl Emojis by Starcom, Leo Burnett Toronto & Chicago and MSL Group  for P&G Always


Girls send over a billion emojis every day, but do emojis represent them? Always asked in a social experiment with real girls, and it turns out, unless girls only relate to being princesses and beauty-obsessed, the answer is no. Always rallied girls all over the world to demand new, non-stereotypical emojis with the hashtag #LikeAGirl. When First Lady Michelle Obama asked to be a part of the #LikeAGirl conversation, P&G partnered with her Let Girls Learn initiative for a successful experiential event in Washington!

Credits: -

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Hispanic Marketing Campaign

WesternUnion.com American Dream Campaign by Western Union  for Western Union


Fighting its primary reputation as a retail chain, Western Union has a new image: digital. The cross-platform campaign positioned its online money transfer platform as a new gateway to the American Dream for its diverse marketplace. Videos drew customers to an online sweepstakes, where participants entered to win life-changing prizes, such as a $65,000 home down payment. The work generated over 2B total impressions across all channels; 75% of video viewers had a better opinion of the app afterwards. Consider it wired happiness.

Affiliated Agency: Quirk Creative

Credits: Morgane Suel, Sr Marketing Analyst, Western Union Nidhi Gupta, Sr Marketing Manager, Western Union Bobby Fan, Director of Marketing, Western Union Stephen Yugoff, Sr. Manager of Design, Western Union Colin Mahal, Copywriter, Western Union Meryl Draper, CEO, Quirk Creative Gaelan Connell, Director, Quirk Creative

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House/Home Campaign

Ask Val - Pinterest Analyzer by Valspar  for Valspar


Choices used to be simple but today, customers face hundreds of them daily. Finding the perfect color for your kitchen is no exception. Valspar introduces Ask Val, the color selection digital tools, which include the Color Analyzer, developed in partnership with Pinterest. Consumer research revealed that many DIYers are using Pinterest for color exploration and inspiration at the start of their paint project. By analyzing Pinterest boards and pins in real time the tool reveals the users’ favorite colors, without requiring them to guess.

Affiliated Agency: FCB (strategy, creative, development), Netplus (creative, development), Nerdery (development)

Credits: 1. Director Brand Integration, Valspar: Joel Wasserman 2. Senior Brand Manager, Valspar: Karen Keller 3. Director of Digital, Valspar: Stephen Strong 4. Director of Creative Strategy, Valspar: Renee Mahoney 5. Sr. Digital Manager, Valspar: Abbey Marasch 6. Account Supervisor, FCB: Anna Bradbury 7. Associate Director, Project Management: Andrew Ekland 8. Creative Director, FCB: Joe Rivera 9. Director Digital Products, FCB: Nick Kraska

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Pharmaceuticals

ENTYVIO Virtual Reality Experience by Klick Health  for Takeda Pharmaceuticals US/ENTYVIO


Takeda Pharmaceuticals US/ENTYVIO teamed up with Klick Health. Where they had to change the way HCPs communicate and the way patients understand treatment in the IBD category in order to get doctors and patients to really understand its unique mechanism. Thanks to the Virtual Reality Experience they were able to not only tell users how the drug interacts with the body, but more importantly show them!

Credits: Ken George- Creative Technician, Creative Director, Klick Health Alli Collins- Senior Account Director, Klick Health Valeria Marques- Senior Project Manager, Klick Health Simon Smith- VP Strategy, Klick Health Jiwan Dhaliwall- Editorial , Klick Health Matthew Maian- Editorial, Klick Health James Berger- Senior Product Manager, Takeda Pharmaceuticals U.S.A., Inc

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Restaurants

Shy Girl by Ruby Tuesday  for Ruby Tuesday


Ruby Tuesday expanded its popular Garden Bar at 23 Atlanta locations. The company tapped VaynerMedia to create a 12-week social media campaign within the Atlanta area to promote the new offerings. The "Shy Girl" video did just that, telling the story of a shy girl in a new town having trouble making friends. What helps getting the girl out of her shell? Seeing a schoolmate at the Garden Bar. Ruby Tuesday will roll out the new Garden Bar nationally in early 2017.

Affiliated Agency: VaynerMedia

Credits: JJ Buettgen, CEO (Ruby Tuesday) Dave Skena, CMO (Ruby Tuesday) Angie Heig, VP Marketing (Ruby Tuesday) Tom Bowden, Marketing Strategist (Ruby Tuesday) Chris Logsdon, Creative Director (VaynerMedia) Jesse Hutchison, Account Director (VaynerMedia) Jason Beauregard, Head of Studio (VaynerMedia) John Hollingsworth, Producer (VaynerMedia) Megan Murphy, Associate Creative Director (VaynerMedia) Danni Scully, Project Manager (VaynerMedia) Mickey Cloud, Vice President (VaynerMedia) Jessica Friedowitz, Senior Art Director (VaynerMedia) Lizzy Postel, Account Executive (VaynerMedia) Amanda Lavergne, Senior Account Executive (VaynerMedia) Cory Williams, Account Supervisor (VaynerMedia) Melanie Novack, Designer (VaynerMedia) Grey Robinson, Copywriter (VaynerMedia) Jordan Horton, Project Manager (VaynerMedia)

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Retail

Shop With The Force  by Zambezi  for Stance Socks


Zambezi went above and beyond to reach die-hard Star Wars fans and sell them socks from independent company Stance. They created holograms within invitations to Wired's Star Wars party to 20 influencers, then watched as social word spread to 3.4 million social mentions. Then it created a unique way to shop for the socks with an almost gamelike atmosphere. Stance Socks had its highest single sales day on Cyber Monday, a day crowded with Star Wars sponsorship. This is guerrilla warfare; the rebels won.

Affiliated Agency: Active Theory, production company

Credits: Production Company: Active Theory, Los Angeles Additional Company: Screen Novelties, Los Angeles Sr. Art Director: Chris Rutkowski (Zambezi) Associate Creative Director: Ben George (Zambezi) Designer: Sean Jackson (Zambezi) Head Of Content: Alex Cohn (Zambezi) Producer: Andrew Gage (Zambezi) Account Supervisor: Jared Jue (Zambezi) Managing Director: Pete Brown (Zambezi) Director Of Digital: Ricardo Diaz (Zambezi) Executive Creative Director: Josh Dimarcantonio (Zambezi) Producer: Sean Carnage (Zambezi) Founder + Ceo: Chris Raih (Zambezi) Copywriter: Jack Collier (Zambezi) Associate Creative Director: Nick Rodgers (Zambezi)

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Sports/Live Events

Periscope #ComeSeekLive by MullenLowe Mediahub  for Royal Caribbean


Royal Caribbean set out to change perceptions and debunk the “newlywed, overfed, nearly-dead” stereotype of cruising. Growing the business and building relevance among young “new to cruise” (NTC) prospects was key. MullenLowe needed to show them a whole new way to cruise that fit their need for discovery and exciting new experiences. The ongoing “Come Seek” campaign helped make 2015 Royal Caribbean’s most successful year with NTC across all core brand metrics, including awareness and brand preference.

Credits: Dustin Johnson — Director of Integration, Mediahub Sean Corcoran — Executive Director of Innovation, Mediahub Alexandra Gordon — Associate Media Director, Mediahub Kate Pitman — Associate Media Director, Mediahub Ben Verrill — Sr. Digital Planner, Mediahub Carol Cai — Sr. Digital Planner, Mediahub Jaclyn Gaughan — Sr. Digital Planner, Mediahub Lauren Yetra — Media Supervisor, Mediahub

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Technology : Gadgets & Devices

ANTIdiaRy by Starcom  for Samsung Electronics America


Samsung’s partnered with Rihanna, who released ANTI, her first album in three years. With help from Starcom, the duo unveiled ANTIdiaRy, a microsite with eight successive rooms to explore. The most engaged were rewarded with exclusive content. Samsung also debuted ANTIdiaRy at the American Music Awards and speckled content in out-of-home placements at The Grove in LA and Times Square in NY. About 1 million copies were given to Galaxy owners. Samsung social channels generated 325 million social impressions and Rihanna’s over 3.1 billion.

Affiliated Agency: 72andSunny, R/GA, Edelman, PMK

Credits: -

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Technology/Web Services

Domopalooza16 by Domo  for Domo


The challenge that Domo has faced, were accurately portrayed in a mini-series of self-deprecating viral spots featuring Alec Baldwin as a “very important CEO.” Many had heard of Domo, cloud software company, but very few have any idea what the company does. Seeking a way to enhance brand awareness and ignite excitement for its upcoming user event, where big product update was revealed, 15-second teasers were released over two weeks across Twitter, Instagram & Facebook, proving to be wildly successful in meeting the campaign’s objectives.

Credits: -Company: Domo -Director: Isaac Halasima, Deep Blue Films -Production: A76, Dark Rider Productions, Miscellaneous Entertainment -Writers: Domo, Isaac Halasima

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Travel/Tourism Campaigns

Periscope #ComeSeekLive by MullenLowe Mediahub  for Royal Caribbean


How to get a Millennial to consider a cruise on Royal Caribbean? That was the assignment MullenLowe Mediahub took on. It sent five influencers on a cruise ship vacation and let them Periscope their experiences live, letting the public see what they could be doing right now. Furthermore, the agency allowed viewers to decide what the influencers would do. All this unfolded for a week on 86 outdoor screens across New York City. Results? 2015 was RC’s most successful year with “new to cruise” prospects.

Credits: Dustin Johnson — Director of Integration, Mediahub Sean Corcoran — Executive Director of Innovation, Mediahub Alexandra Gordon — Associate Media Director, Mediahub Kate Pitman — Associate Media Director, Mediahub Ben Verrill — Sr. Digital Planner, Mediahub Carol Cai — Sr. Digital Planner, Mediahub Jaclyn Gaughan — Sr. Digital Planner, Mediahub Lauren Yetra — Media Supervisor, Mediahub

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Website Campaign

Talking Rain / Flavor Up by Catapult  for Sparkling Ice


The challenge to develop a summer campaign for Sparkling Ice to drive brand awareness and increase sales required Catapult to create a personal experience consumers could share. FlavorUpYourSummer.com was born using games, HTML5 and a mobile-first strategy, The 19 flavor each got a unique and colorful persona, from Tall Dark and Tasty to Creativi-Tea Raspberry. It got conversations started and fans wanted to share content like how to make Sparkling DIce Yardzee or Mango Blueberry Mojitos. The user-generated content created more than 21 million impressions.

Credits: CATAPULT Kelly Bartell Vice President Creative Director Paula Ludington Creative Director Anton Friant Creative Director Lainey Chin Senior Art Director Maggie Bittner Senior Copywriter Victoria Valtinson Digital Art Director Kiah Gumeringer Art Director Adam Marks Art Director Katya Murray Vice President Abbey Oslin Management Supervisor Colleen Hajduk Account Supervisor TALKING RAIN Sarah Gustat Director of Marketing Operations Tara Rahman Senior Brand Manager Moises Colon Digital Media & Social Community Manager Drew Simons Senior Associate Brand Manager Denise JaeschkeDirector of Marketing Nina Morrison VP of PR and Community Relations MERLINO (Partner Media Agency) Dave Arensberg Media Director

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Business-to-Business Website

accenture.com Redesign by Accenture  for Accenture


The new accenture.com website includes a search-based approach with compelling images and an overall well designed, easy to use layout. They designed the site with social media platforms in mind with the ability to share content. There are many different pages to choose from such as strategy, consulting, digital, technology, operations, security, case studies, industry, careers and so much more.

Credits: Katrina Klier, Managing Director, Digital Marketing, Accenture Patrick Carver, Senior Manager, Digital Marketing, Accenture Lorraine Shearing, Senior Manager, Digital Marketing, Accenture Chris McConnell, Senior Manager, Digital Marketing, Accenture Jill Inglis, Manager, Digital Marketing, Accenture Karthi Gandhi, Manager, Digital Marketing, Accenture

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Causes/Charity/Non-Profit Organization Website

The Future of Hate, Stop HB757 by DigitasLBi  for Lost-n-Found Youth


In February 2016, Georgia legislators passed HB 757, a bill that legalized discrimination against the LGBTQ community, and would forever damage the reputation and welcoming and tolerant environment the state of Georgia had established over the past four decades. The objective was to encourage voters to speak up against this legislation, and tell Georgia Governor Nathan Deal, the only person left standing between HB 757 becoming a law, to veto this bill. Signs were retweeted more than 1.7 million times by citizens & celebrities.

Credits: -Name: Ronald Ng -Company: DigitasLBi -Position: Chief Creative Officer, North America -Name: Atit Shah -Company: DigitasLBi -Position: EVP, Executive Creative Director -Name: Michael Ashley -Company: DigitasLBi -Position: VP, Group Creative Director -Name: Brandon George -Company: DigitasLBi -Position: Associate Creative Director -Name: Ryan Kenny -Company: DigitasLBi -Position: Senior Art Director -Name: Mark Haven -Company: DigitasLBi -Position: Senior Copywriter -Name: Jessica Larkin -Company: DigitasLBi -Position: Art Director -Name: Jill Kelly -Company: DigitasLBi -Position: EVP/Chief Communication Officer -Name: Jill Sherman -Company: DigitasLBi -Position: SVP, Social Strategy -Name: Arzi Rachman -Company: DigitasLBi -Position: Corporate Communications

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Entertainment: Games/Movies/Music/Sports/TV

United in History by Brandmovers  for Manchester United


The United in History campaign was launched by Brandmovers and Manchester United in a very unique and clever way via UnitedInHistory.com. This website allowed fans to input personal information, name, birthday, country and email address followed by the submission tab to see your "United History" information. This included total amount of games, goals scored, top goal scorers, shared country, shared birthday, victories etc. in your lifetime. Statistics are easily shared on social media platforms, which targets more viewers to access this page.

Credits: Ryan Lissamore, Designer, Manchester United. Cliff Briggs, Designer, Manchester United. Tom Keeling, Creative Director, Manchester United. Matthew Watts, CRM Campaign manager, Manchester United. Phil Richardson, Database Manager, Manchester United. Falko Mortiboys – Head of Analytics, Manchester United. Ricky Reeves, Technical Director, Brandmovers. Jaspal Singh, Developer, Brandmovers. John Lyons, Managing Director, Europe, Brandmovers.

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Fashion/Beauty/Cosmetics Website

BB Dakota eCommerce Website by BASIC  for BB Dakota


BASIC partnered with women’s fashion brand, BB Dakota on website makeover. The integral part of this process was helping the brand better tell their story, bringing content and commerce together. The new fully responsive eCommerce website provides users with a highly contextualized shopping experience from beginning to end through big imagery, high-quality branded video content, collection pages and an online journal. The new website created an 800% increase in email/CRM sign-ups, a 23.23% increase in page views, and a 33.6% increase in new users.

Credits: BASIC CEO & Executive Creative Director - Matt Faulk BASIC Associate Creative Director - Erwin Hines BASIC Interactive Designer - Veronica Cordero BASIC Developer - Jacob Fisher

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Health/Wellness Website

IntrusiveThoughts.org by Ready Set Rocket  for IntrusiveThoughts.org


IntrusiveThoughts.org is a website to help those suffering from obsessive compulsive disorder (OCD), educating those on the disease and encouraging suffers to get medical help. The site offers ideas and ways to manage OCD symptoms. There’s also an Instagram page with daily, positive affirmations alongside soothing, peaceful pictures. Launched five months ago, the site has garnered attention from major news outlets, OCD sufferers, mental health influencers and research institutions.

Credits: Aaron Harvey: Founder at IntrusiveThoughts.org & Co-founder/ECD at Ready Set Rocket Anastasia Kuznetsova: Designer at IntrusiveThoughts.org & Art Director at Ready Set Rocket Jana K. Hoffman: Editor at IntrusiveThoughts.org and Senior Copywriter at Ready Set Rocket Timmy Allen: Animation - IntrusiveThoughts.org Tom Awgul: Developer - IntrusiveThoughts.org Jonathan Hoeg: Videographer - IntrusiveThoughts.org Lauren Jaeger: Public Relations at IntrusiveThoughts.org Lauren O'Shaughnessy: Marketing at IntrusiveThoughts.org and Marketing Coordinator at Ready Set Rocket

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Retail/Restaurants Websites

BB Dakota eCommerce Website by BASIC  for BB Dakota


BB Dakota creates clothing for women since 2005. For its recent eCommerce makeover, it teamed up with BASIC in order to better tell their story through a new website that merges content and commerce. This is accomplished by delivering a rich, immersive experience through the fully responsive website with big imagery, high-quality branded videos, collection pages and an online journal. By articulating the brand’s personality and story, BASIC gives users deeper context to each products, driving them through the sales funnel in an exciting way.

Credits: BASIC CEO & Executive Creative Director - Matt Faulk BASIC Associate Creative Director - Erwin Hines BASIC Interactive Designer - Veronica Cordero BASIC Developer - Jacob Fisher

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