Winners

2010 Best in Show

Online Advertising Creativity

AutoTrader iPhone Application by SapientNitro for Trader Media Group

SapientNitro
Autotrader, "Autotrader iPhone App"

MOBILE MARKETING: APP AS ADVERTISING
Online Advertising Creativity: Mobile Marketing: App as Advertising

Built to promote the UK used car trading publisher AutoTrader as an industry leader and innovator, the AutoTrader app allows users to learn about and shop for cars by taking one or more pictures of any car they see. The app returns instant information about the make and model based on the pictures, lets the user read reviews, see ads, compare prices, locations, directions of local cars for sale, and even call up to arrange a test drive. This app made it to the top of the UK free app list three days after launching.

Credits: Agency Account Director - Julian Skelly Executive Creative Director - David Hewitt Associate Creative Director - Jeff Blais Associate Creative Director - Nick Gawith User Experience Lead – Chad Cribbins User Experience Lead - Christina White Art Director - Sonja Kramer Fred Stroud – Lead Developer Developer - Brad Dillon Project Manager - Andy Halliwell Project Manager - Ash Lad Producer - Priyanka Karan Project Manager - Casey Russell

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Integrated Online Campaigns

Pepsi Refresh Project by HUGE for PepsiCo

Huge
PepsiCo, "Pepsi Refresh Project"

NON-ALCOHOLIC BEVERAGE

Integrated Online Campaign: Non-Alcoholic Beverage: Huge; PepsiCo,

Pepsi skipped 2010's Super Bowl to create a global digital initiative. Objective: Position the brand as a facilitator of life-enhancing good works, as well as shared enjoyment. At refresheverything.com, fans submit worthy causes to win grants of up to $250,000. Each month, visitors vote on 1,000 idea submissions, with 32 grants awarded. Offline synched elements span TV, print, outdoor, college programs and retail display. Pepsi jumped to a #5 ranking within Forbes's "most reputable U.S. brands" study.

Affiliated Agency: TBWA/Chiat/Day LA, original concept

Credits: Gene Liebel, HUGE, Partner, Director of User Experience David Skokna, HUGE, Partner, Executive Creative Director Aleksandar Sasha Kirovski, HUGE, Partner, Director of Production Joe Stewart, HUGE, Creative Director Felipe Memoria, HUGE, Design Director Ryan Frank, HUGE, Art Director Liang Zhang, HUGE, Art Director Rachael Greer, HUGE, Engagement Director Jennifer La Placa, HUGE, Senior Interaction Designer Ross Morrison, HUGE, Copy Director Angel Anderson, HUGE, Senior Interaction Designer Felix Brinadze, HUGE, Technology Producer Rafael Mumme, HUGE, Senior Web Developer Ana Breton, HUGE, Senior Project Manager Carl Collins, HUGE, Interaction Designer Lee Clow, TBWA/Chiat/Day, Global Director, Media Arts Rob Schwartz, TBWA/Chiat/Day, Chief Creative Officer Brett Craig, TBWA/Chiat/Day, Group Creative Director Michael Tabtabai, TBWA/Chiat/Day, Creative Director Xanthe Hohalek, TBWA/Chiat/Day, Creative Director Chris Jones, TBWA/Chiat/Day, Copywriter John Dwight, TBWA/Chiat/Day, Art Director Chris MacNeil, TBWA/Chiat/Day, Art Director Dustin Artz, TBWA/Chiat/Day, Art Director Michelle Lewis, TBWA/Chiat/Day, Copywriter Amy Luca, TBWA/Chiat/Day, Interactive Account Director Zach Gallagher, TBWA/Chiat/Day, Director of Digital Strategy

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Web Site Excellence

ESPN.com by ESPN for ESPN

ESPN
ESPN.com
Sports

Website Excellence: Sports: ESPN; ESPN.com

What more needs to be said about ESPN.com than it simply is caffeine during the workday. Stuck on a project, wondering about a dead-end future? Troubled souls click over to the site perhaps dozens of times, even if they know little has changed since they did so last. Those with more time can drill down ceaselessly through the video vault and content on a favorite sport. Beaten in local markets by not starting regional sports networks, espn is determined not to lose on the Web. So it's started local sites in five markets where the coolest aspect are customized "SportsCenters," with production quality equal to the on-air version.
 

Credits: John Kosner, SVP & GM, ESPN Digital Media Rob King, VP & Editor-in-Chief, ESPN Digital Media

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2010 Member's Choice

Online Advertising Creativity

Facebook KY Couples by UM for Johnson & Johnson/K-Y® Brand

UM
Johnson & Johnson/K-Y, "Facebook K-Y Couples"

SOCIAL: USE OF A FAN PAGE

K-Y Couples Place

K-Y wanted to position the brand as the "Healthy Intimacy Expert," equipping couples with tips and tools to strengthen their sex lives while overcoming the awkwardness of discussing intimacy. First, they launched the campaign with a 24-hour Facebook homepage roadblock on Feb. 5. Then they created a hub called "Couples Place" on Facebook for Valentine's Day, promoted through a partnership with Time Inc., providing mass reach and awareness of the new hub. After the initial launch, K-Y continued to foster ongoing dialogue among the community on the Facebook fan page.

Credits: Erin Iversen – Group Digital Director Rob D’Alto – Associate Digital Director Peggy McCann – Franchise Partner Caroline Crowell- Supervisor Jill Gorecki – Activation Tara Poto - Activation

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Integrated Online Campaigns

Join the Lighting Revolution, NXP by NXP Semiconductors for Join the Lighting Revolution, NXP

NXP Semiconductors
NXP, "Join the Lighting Revolution"

BUSINESS-TO-BUSINESS

Integrated Online Campaign: Business-to-Business: NXP Semiconductors; NXP,

The "Join the Lighting Revolution" campaign, directed at design engineers in the lighting industry, was aimed at getting out the message that incandescent lamps are being replaced by energy saving alternatives like CFL and LED bulbs. In addition to a welcome video, the site offered users the opportunity to request free bulb samples. Users could also share the site via MySpace, Digg, Blogger and other platforms.

Affiliated Agency: Present Media – Campaign creation and support
Creative Agency: Trimm – Landingpage creation, metrics

Credits: Sander Arts -> Vice President Han Nabben-> Director Integrated Marketing Freek van Vlerken -> Senior Marketing Campaign Manager Michel Claassens -> Senior Director Global Web Marketing & Brand Edwin Van De Merbel -> Internet Program Manager Jacques Le Berre --> Director Marketing & Business Development Lighting Solutions

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Web Site Excellence

SheKnows by SheKnows for SheKnows

SheKnows
SheKnows.com

Family/Parenting/Women's Interest

Website Excellence: Family/Parenting/Women's Interest:
SheKnows; SheKnows.com

Attracting nearly 45 million unique visitors, SheKnows is a one stop online destination, covering every topic a woman might need. With sections devoted to entertainment news and gossip, reviews, beauty and fashion articles, and love, sex & dating advice for every woman, single, dating, married, or divorced, SheKnows.com provides education, entertainment, and an engaging online community - all within an easy to use and attractive interface.  The site includes sections on parenting, pets, home, living, and health, and includes an impressive "How to..." section.  SheKnows.com has become one of the fastest-growing destinations on the web, consistently ranking as one of the top five properties for women. 

Credits: Kyle Cox, SheKnows, Vice President and General Manager; Alison Bills, SheKnows, Editor in Chief; Tara Schmitt, SheKnows, SVP Sales; Mike Dodge, AtomicOnline, Executive Vice President; Brian Fitzgerald, Evolve Media, President

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Online Advertising Creativity 2010 Winners

Advertising/Promotion Web site or Microsite

U by Kotex®  by Organic, Inc.  for Kimberly-Clark Corp.

Organic, Inc.
Kimberly-Clark Corp., "U by Kotex"

ADVERTISING/PROMOTION WEB SITE OR MICROSITE

Online Advertising Creativity: Advertising/Promotion Web site or Microsite: Organic, Inc

The U by Kotex web site is such a colorful, engaging, interactive site, it's hard to believe it is about such a taboo topic as menstruation. In keeping with the product's new look (bright colors, more discreet packaging) the site is clearly aimed at the younger consumer and features videos, including instructions for using the product, but also funny on-the-street interviews about, ahem tampons; user-submitted Q&As (answers come from a mom, a peer and a doctor) about everything from plastic surgery to vaginal care and plenty of opportunities for users to submit funny or empowering stories and photos and share content with their friends.

Affiliated Agency: JWT

Credits: Organic, Inc. • Chief Creative Officer: Conor Brady, Organic • Executive Creative Director: Sam Cannon, Organic • Group Creative Director: Amy Hodgins Carvajal, Organic • Creative Director: Cinnamon Pritchard, Organic

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Banner: Standard/Flash/Rich Media

The Walk by Spark Communications/Razorfish  for Purina/ALPO

Spark Communications/Razorfish
Purina/ ALPO, "The Walk"

BANNER: STANDARD, FLASH OR RICH MEDIA

Online Advertising Creativity: Banner: Standard, Flash or Rich Media: Spark Communications/Razorfish; Purina

Who doesn't want an adorable little dog frolicking across their computer screen? Especially if you happen to own a dog and are searching on Yahoo for dog-related content. The ALPO banner was able to target potential consumers of its wet dog food by linking Al, a playful pup, to unique editorial content produced by Yahoo for ALPO. Al invited viewers to take him for a walk that would eventually lead to coupons and information about the food. Viewers, perhaps wishing they were out with their real dog, spent an amazing two minutes on average with Al and sales boomed 24 percent.

Affiliated Agency: Razorfish -- Creative

Credits: Amy Muething - Associate Media Director, Spark Communications Tracey Paull - Media Director, Spark Communications

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Content Marketing: Single Execution

Protect Ur Rep by McKinney  for Qwest Communications

McKinney
Qwest Communications, "Protect Ur Rep"

CONTENT INTEGRATION

Online Advertising Creativity: Content Integration: McKinney

Qwest Communications wanted to increase consideration for their services among videogame enthusiasts - a demographic that is cynical about advertising, tends to view brand presence as an intrusion and therefore, demands ingenuity. Qwest got the target audience to seek out ads by turning the groups' game-playing ability into bragging rights. Protect Ur Rep, a six-week integrated online/in-game campaign targeting Xbox LIVE gamers, offered players the chance to plaster their Xbox LIVE avatars over Qwest's in-game ads in the game of their choice. Gamers created a custom poster, which - through a new process invented with this campaign as the impetus - Qwest was able to push into Xbox LIVE. Every two weeks, new winners' avatars were plastered over Qwest's in-game ads, resulting in 400,000 nationalized unique visits to the microsite and 71 percent of microsite traffic coming from direct visits. The competition also created 20,000 nationalized registrants.

Credits: McKinney: Jonathan Cude, Chief Creative Officer; Glen Fellman, Group Creative Director; Reid Hultman, Copywriter; JD Humphreys, Art Director; Nicole Kuhnlein, Lead Producer; Rafe Kemmis, Programmer; Beth McKnight, Programmer; Forrest Maready, Animation; Kristin Siha, Production Artist; David Yuan, Production Artist; Andy Ives, Production Coordinator; Denis Budniewski, Group Account Director; Ryan Oleson, Account Director; Bob Cordell, Account Supervisor; Felisha Midgett, Project Leader; Lindsay Parina, Project Leader; Christin Prince, Interactive Strategist; Sean Jecko, Senior Account Planner; Whitney Otto, Media Supervisor; Randi Smith, Media Planner; Ben Blackmer, Media Supervisor; Wade Lewis, Studio Arts Manager; John Silverman, Studio Resources Manager; Lizzie Ruiz, Project Coordinator; Able Parris, Studio Artist; Karla Mickens, Studio Artist; Kevin Grealey, Proofreader; Joseph Levinski, QA Specialist; Qwest Communications: Keith Nyhouse, Director, eMarketing; GMR Marketing; Massive Ad Network; Microsoft Xbox LIVE.

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Contest/Promotion/Sweepstakes

Dude, Where’s My Bar? by Threshold Interactive  for Nestle

Threshold Interactive
Nestle, "Dude, Where's My Bar?"

CONTEST, PROMOTIONS, SWEEPSTAKES

Online Advertising Creativity: Contest, Promotions, Sweepstakes: Threshold Interactive

Seth Green's snarky humor - and the media's endless gullibility - is perfectly matched in Threshold's work for Butterfingers. The agency created a cross-platform cpg alternative reality game to pitch the candy and a suitably wacky award: a solid gold Butterfinger bar worth 10k. Aside from the cash-for-gold bonanza, the game, which began with Green's publicized "mugging" - costing him a century-old Butterfinger bar - hooked contestants. The ongoing narrative included 14 original videos, two microsites, social media and rich media rolled out over three weeks.

Credits: John Montgomery, Executive Creative Director Cheristy Bunyan, VP of Client Services Michael Grgas, Art Director Kim Nowak, Director of Production Jesse Trott, Producer Matt Manson, Writer

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Email: Campaign

Mercedes-AMG – Private Lounge eCRM Emails by blacQube  for Mercedes-AMG

blacQube
Mercedes-AMG, "Private Lounge"

EMAIL

Online Advertising Creativity: Email: blacQube

Email newsletters can be A tired tactic, but Mercedes-AMG has found a way to drive excitement for owners of high-end models. The "Private Lounge" emails create an aura of exclusivity. There's a dual message: "we haven't forgotten you after the showroom - and innovation continues, so we've got a better road rocket for you when you're ready." The linear design of the newsletter is easy-to-follow. More important, the photography jumps off the screen à la a sleek magazine. Links to exclusive video are a winner. So are dream opportunities, such as a chance to attend a private driving academy on a speed track.

Credits: Scott Preacher - Chief Strategy Officer Michael Dural - Chief Delivery Officer Michael Spokes - Project Manager Wade Forst - Creative Director Matt Cooley - Senior Designer

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Home Page Takeover

Fugitive Chronicles by The Visionaire Group  for A&E

The Visionaire Group
A&E, "Fugitive Chronicles"

HOMEPAGE TAKEOVER

Online Advertising Creativity: Homepage Takeover: The Visionaire Group

The chase is on in the Visionaire Group's takeover campaign for Fugitive Chronicles, a new "real life series" on A&E. Still in his prison-issue orange jumpsuit, a fugitive runs for his life as cops and helicopters pursue him from ad unit to ad unit on the front page of The New York Times. Lucky for the fugitive, one unit features a speedy hatchback, which he hijacks as his getaway vehicle. Exciting stuff for a rich media ad, and, frankly, we've never seen every unit on a page utilized in such a unified manner. To do it, TVG designed this campaign from scratch with the exact dimensions of The Times' homepage in mind.

Affiliated Agency: Filter Advertising, Creative Agency, Original Concept

Credits: A&E/SVP Marketing: Guy Slattery A&E/VP Advertising and Consumer Marketing: Lori Peterzell A&E/Director, Brand Creative Marketing: Meghan Kirsch A&E/Manager, Brand Creative Marketing: Marissa Grasso The Visionaire Group/Senior Account Director: Melissa Hudson The Visionaire Group/Creative Director: Julie Gargan The Visionaire Group/Flash Development: Chris Brooks The Visionaire Group/3D/Motion: Ben Miners and Michael Beynart The Visionaire Group/Project Manager: Maria Chung Filter Advertising/Executive Creative Director: Chris Brignola Filter Advertising/Executive Creative Director: Jay Sharfstein Filter Advertising/President: J.C. Addison

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Mobile Marketing: All Mobile Campaign

Bing iPhone App by Point Reach  for MIcrosoft Bing

Point Reach
Microsoft Bing, "Bing iPhone App"

MOBILE MARKETING: CAMPAIGN

Bing iPhone AppTo support the launch of the Bing iPhone app, Point Reach pulled out all the stops in a $15 million mobile-only campaign that ultimately drove more than 4 million downloads. The six-month effort spanned ad network takeovers, third-party app sponsorships, text links and eye-catching rich media and video ads. Besides boosting downloads, the campaign generated a lift in unaided brand awareness of more than 2.5 times the stated goal for mobile users.

Credits: Wibe Wagenmans, Marketing Director, Microsoft Bing™; David Alkire, Creative Director, Point Reach; Luke Veach, Lead Developer, Point Reach; Perry Pak, Media Director, Point Reach; Kevin Woo, Analytics Director, Point Reach; Andrew Nevils, Account Director, Point Reach

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Mobile: App

AutoTrader iPhone Application by SapientNitro  for Trader Media Group

SapientNitro
Autotrader, "Autotrader iPhone App"

MOBILE MARKETING: APP AS ADVERTISING
Online Advertising Creativity: Mobile Marketing: App as Advertising

Built to promote the UK used car trading publisher AutoTrader as an industry leader and innovator, the AutoTrader app allows users to learn about and shop for cars by taking one or more pictures of any car they see. The app returns instant information about the make and model based on the pictures, lets the user read reviews, see ads, compare prices, locations, directions of local cars for sale, and even call up to arrange a test drive. This app made it to the top of the UK free app list three days after launching.

Credits: Agency Account Director - Julian Skelly Executive Creative Director - David Hewitt Associate Creative Director - Jeff Blais Associate Creative Director - Nick Gawith User Experience Lead – Chad Cribbins User Experience Lead - Christina White Art Director - Sonja Kramer Fred Stroud – Lead Developer Developer - Brad Dillon Project Manager - Andy Halliwell Project Manager - Ash Lad Producer - Priyanka Karan Project Manager - Casey Russell

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Mobile Marketing: in-App Advertising

History/Foursquare Collaboration by HISTORY  for America The Story of Us

History/ Electric Artists
"America The Story of U.S. Foursquare Promotion"

MOBILE: IN-APP ADVERTISING

Online Advertising Creativity: Mobile: In-App Advertising: History/ Electric Artists

To support the premiere of its TV series America: The Story of U.S. and to promote the channel's brand, History partnered with Foursquare to unlock America's history for the tech savvy, younger demographics. Foursquare users could "check in" at selected historical locations and receive pop-ups of historical facts and related information about that location from History. Players' involvements were rewarded with branded sweepstakes and the History Badge. The partnership gave History the third largest Foursquare profile and drove record-breaking ratings for the America: The Story of U.S. premiere.

Affiliated Agency: Electric Artists, Inc. - Digital Agency - App Development and Online Marketing Strategy

Credits: - Chris Moseley, SVP Consumer Marketing, HISTORY - Ann Marie Granite, Sr. Director Consumer Media, HISTORY - Terry Goldman, Account Strategist, Electric Artists, Inc. - Howie Kleinberg, SVP, Electric Artists, Inc.

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Mobile: Integration Cross Platform

I Am Here by T3  for Mobile Loaves and Fishes

T3
Mobile Loaves and Fishes, "I Am Here"

MOBILE: BEST INTEGRATION CROSS PLATFORM

Online Advertising Creativity: Mobile: Best Integration Cross Platform: T3

T3 took it to the streets, the web and mobile phones to aid the efforts of Mobile Loaves and Fishes, an Austin-based nonprofit providing assistance to the homeless. The agency's "I Am Here" campaign aimed to raise awareness of the nonprofit's mission by focusing on a single homeless couple. To that end, T3 effectively combined outdoor and print advertising with social media marketing via Facebook, a mobile donation campaign and online video to raise thousands of dollars for MLF.

Affiliated Agency: Reagan National Advertising

Credits: Ben Gaddis, Director of Mobile, T3 Kate Donaho, Group Creative Director, T3 Molly Wilson, Public Relations Coordinator, T3 Lauren Picarello, pro-bono event public relations Taylor Hight, Account Supervisor, T3 Jennifer Faber, Associate Creative Director, T3 Brian Williams, Senior Interactive Designer, T3 Frank Duran, Senior Creative Developer, T3 Colin Decker, Art Director, T3 Tara Connolly, Senior Production Artist, T3 Alan Graham, President, Mobile Loaves & Fishes Anna-Marie Phelps, Chief Marketing Officer ,Mobile Loaves & Fishes Bill Reagan, CEO, Reagan National Advertising Coy West, Sales Manager, Reagan National Advertising

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Rich Display Media: Single Execution

LEGO DUPLO Homepage by LiquidThread  for LEGO DUPLO

LiquidThread
LEGO DUPLO, "DUPLO Homepage"

RICH MEDIA: SINGLE EXECUTION

   Online Advertising Creativity: Rich Media: Single Execution: LiquidThread

LEGO wanted to introduce parents to LEGO DUPLO - a line that helps 18-month- to 5-year-olds with cognitive development and creativity. It knew it had to convince parents and grandparents of two things: that the line would spark pure joy in their child's eyes, and that it would help educate and develop problem-solving skills. The company therefore relied on Liquid-Thread to create an experience that highlighted the creativity and intellectual development that DUPLO could build. As a result, LEGO had double-digit significant increases against key objectives, including: "Helps develop my child's creativity skills;" "Offers endless opportunities for my child's imagination;" and "Is a toy my child will not quickly outgrow." LEGO also saw increases in brand purchase intent, awareness and favorability.

Affiliated Agency: http://liquidthread.me/DUPLOAdOMMA

Credits: Team: Erin Vogel, VP Director Sarah Campbell, Digital Strategy Manager Ryan Perkins, Flash Developer Seth Griffin, Art Director John Cockrell, Sr. Copy Writer Elena Robinson, VP Director of Production Lead Agency: LiquidThread Supporting Agency: Starcom Digital Arbor

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Rich Media: Campaign

Nokia: Where are you right now? by Wunderman NY  for Nokia

Wunderman NY
Nokia, "Where Are You Right Now?"

RICH MEDIA: CAMPAIGN

Nokia

What happens when you combine rich media with location-based social applications from Facebook to Twitter? As Nokia and partner agency Wunderman NY found out, more than 214 million impressions, and over 1 million clicks, downloads and posts. Making the campaign results all the more impressive, Nokia's U.S. presence had dwindled to 3 percent of the North American mobile device market when the campaign debuted this year. Luckily, Nokia's Nuron was a low-priced, touch-screen, smartphone equipped with a location-based social app called Ovi maps, i.e., the perfect product to take advantage of the current social media craze. The campaign also led to a 6% increase in awareness of the Nokia brand.

Credits: Nick Moore – Chief Creative Officer Joanna Peña-Bickley - SVP Group Creative Director Jennifer Leuzzi - Associate Creative Director Chris Loccisano - Senior Art Director Efrem Oshinsky - Writer Mitch Paone – Senior Art Director Alex Eisenberg - VP Account Director Jared Berger - Interactive Manager Luis Hernandez – SVP Director of Interactive Development Venu Moola - Executive Producer Julio Vargas - Flash Team Lead Bentsi Beberashvili - Flash Animator Adriaan Scholvinck - Senior Flash Developer Brandon Jones - Quality Assurance

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Search Marketing: SEM Campaign

Adobe Creative Suite 5 Global Product Launch by Adobe Systems Incorporated & Covario  for Adobe Systems Incorporated

Adobe Systems and Covario
Adobe Systems Incorporated, "Suite 5 Global Product Launch"

SEARCH MARKETING: SEM

The Creative Suite 5 (CS5) SEM campaign promoted 15 products in 30 countries supporting 19 languages across five search engines with a budget approximately 40 percent less than the product launch for the previous version. Identifying search intent allowed Adobe to recognize the purchase cycle through text ads, landing pages, calls-to-action and more. Campaigns driving interest tied to those focusing on direct response. Compared with the prior suite, Adobe's revenue from sales jumped 67 percent; return on investment rose 298 percent; conversion rates, 44 percent; click-through rates, 65 percent; trial downloads, 62 percent; and cost of acquisition decreased 62 percent.

Affiliated Agency: Covario Inc., Global Search Marketing Agency of Record

Credits: Jay Middleton, Sr. Manager, WW Search Marketing, Adobe Systems Incorporated Inna Meklin, Search Marketing Planner, Adobe Systems Incorporated Lionel Largaespada, Sr. Director, Client Service, Covario Inc. Matt Kim, Account Director, Covario Inc. Alex Funk, Sr. Digital Strategist, Covario Inc. Brian Driscoll, Search Marketing Manager, Covario Inc.

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Search Marketing: SEO Campaign

Recession Proof Marketing for Fairmont by iCrossing  for Fairmont Hotels and Resorts

iCrossing
Fairmont Hotels and Resorts, "Page One or Bust"

SEARCH MARKETING: SEO

When the faltering economy made luxury a hard sell, focusing campaign efforts on page optimization and off-page link building helped create awareness and drive consumers to Fairmont's Web site. The luxury hotel managed to move up in query rankings and gained a space above the fold based on common travel terms such as hotel and resort. Targeted keywords tied to a 75 percent jump in revenue, 67 percent increase in Web traffic, and 34 percent boost in first page rank. By the end of June 2010, 76 percent of core generic keywords ranked on page one across all major search engines.

Credits: Collin Cornwell, SVP, Search Engine Optimization, iCrossing Dan Hoy, Account Director, iCrossing

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Social: App as Advertising

Coca Cola Secret Formula by MediaVest  for Coca Cola North America / Coke

MediaVest
Coca-Cola, "Secret Formula"

SOCIAL APP AS ADVERTISING

Coca Cola Secret Formula

Coca-Cola wanted to get back in touch with teens by giving them a new platform for self-expression. To achieve this, the brand re-invented Living Social's "Pick Your 5," the most popular app on Facebook, allowing users to pick "Five Things That Make You Happy." This added functionality let users pick from any category across the application's database. The five ingredients of happiness were then paired with Coke's Secret Formula ingredients to weave more Coke messaging into the experience.

Affiliated Agency: Weiden & Kennedy - Creative

Credits: Linda Shapiro, VP, Connections Associate Director, MediaVest Juan Colon, Connections Manager, MediaVest Katy Carlin, Digital Associate Director, MediaVest John Ohara, Digital Manager, MediaVest Hanna Nesper-Newell, Account Executive, W&K Roberto Mastrocola, Media and Interactive Manager, Coca Cola NA

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Social: Campaign Across Platforms

Bing FarmVille Engagement  by Deep Focus  for Microsoft: Bing

Deep Focus
Microsoft, "Bing FarmVille Engagement"

SOCIAL: CAMPAIGN

Bing Farmville

Bing, the "decision engine" from Microsoft, had the challenge of capturing users in a dominated market. Studies indicated trial intent occurred when users were made aware of the product while continued use was dependent upon individuals. Deep Focus partnered with Zynga and SVnetwork to develop an innovative, custom game integration, incentivizing FarmVille players to receive FarmVille currency, in exchange for 'Fanning' Bing on Facebook. The brand understood the target audience, game play and emerging cultural trends. Using the farm as a canvas, the whimsical engagement creative was designed to mimic Farm Art, a trend where players use crops and bushels of hay to create works of art. Users initiating through the FarmVille initiative were twice as likely to search with Bing than users who discovered Bing through other channels.

Credits: Vanessa Montes - Sr. Strategic Director, Deep Focus Ian Schafer - CEO, Deep Focus Cristina Frank - Sr. Account Strategist, Deep Focus Ken Kobel - Producer, Deep Focus Chet Lombardo - Designer, Deep Focus Ken Kraemer - Group Creative Director, Deep Focus Melissa Karten - Executive Producer, Deep Focus Jason Sawtelle - Art Director, Deep Focus

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Social: Use of Single Platform, Other

The Pacific Fan Page by HBO  for The Pacific

HBO
The Pacific, "The Pacific Fan Page"

SOCIAL: USE OF A FAN PAGE

Online Advertising Creativity: Social: Use of a Fan Page: HBO

In advance of the premiere, The Pacific Facebook page was used to provide followers with official news and updates, and foster a forum for discussion. Fans were able to share their stories, link to relevant images and videos, and pay tribute to veterans and those who serve. The Facebook fan page connected to over 271,000 people and generated nearly 900,000 page views. 1,000 fan photos were uploaded, including many personal tributes to friends and relatives. It also generated nearly 100,000 video plays and over 68,000 photo views. The page is still incredibly popular, with many members of the military posting.

Credits: - Sabrina Caluori, Director of Social Media & Marketing, HBO - Jim Marsh, Marketing Manager, HBO

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Social: Twitter Campaign

True Blood Season 3 (Twitter) by HBO  for True Blood

HBO
HBO/True Blood, "True Blood, Season 3"

SOCIAL: USE OF TWITTER

True Blood Twitter

Realizing the ways in which viewers were using Twitter to talk about episodes of True Blood, HBO developed an elaborate presence for the show on the microblogging service, centering on @TrueBloodHBO and extending to feed for individual characters. Bloodcopy.com, which had formerly been used as a blog about the world of the show, became a Twitter dashboard, where fans could follow real-time discussions of the show taking place on Twitter using a variety of filters.

Credits: - Sabrina Caluori, Director of Social Media & Marketing, HBO - Lindsey Pearl, Social Marketing Manager, HBO

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Social: Use of Widgets

Coca-Cola The Longest Celebration by SapientNitro  for The Coca-Cola Company

Sapientnitro
The Coca-Cola Company, "The Longest Celebration"

SOCIAL: USE OF WIDGETS

Online Advertising Creativity: Social: Use of Widgets: Sapientnitro

Coca-Cola's longest celebration widget created by SapientNitro extended the sharing capabilities of a contest and campaign by the beveragemaker. Global ads featured the celebration dance of Roger Milla, a African footballer whose exuberant moves launched a wave of post-goal jubilation. People entered their own celebration dances on Coke's YouTube page, and could post the widget showing the latest uploaded dances to their social network or blog pages.

Credits: Damion Parsons – Senior Art Director Opher Yunger – Art Director Alex Ohannessian – Designer Ben Levy – Copywriter Ronn Pearson – Associate Creative Director Juan Morales – Creative Director Alejandro Villanueva – Senior Flash Developer Steve Cucinotta – Senior Flash Developer Alex Toledo – Senior Flash Developer

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Sponsorship

Family Bites, sponsored by Newman's Own by Foodbuzz  for Newman's Own

Foodbuzz
Newman's Own, "Family Bites"

SPONSORSHIPS

foodbuzz

Foodbuzz, a site with a bazillion foodies, made Newman's Own part of the buzz by asking a targeted set of 100 bloggers to use Newman's products. Newman's Own, in turn, sponsored the site's "Family Bites" section, where Foodbuzz spotlighted one blogger a week and featured the recipes they concocted from the company's line. The marketing was colorful, user-friendly and productive: Selected bloggers ladled 468 recipes that generated 3,000 comments and 6x ROI for Newman's Own.

Credits: Ben Dehan, Foodbuzz CEO

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Video: Video Appearing in a Banner, Expandable Banner or Interstitial

McDonald’s Morning Fix  by MTV Networks Digital  for McDonald’s

MTV Networks
Digital McDonald's, "McDonald's Morning Fix"

VIDEO APPEARING IN A BANNER, EXPANDABLE BANNER OR INTERSTITIAL

Online Advertising Creativity: Video Appearing in a Banner: MTV Networks Digital

MTV Digital Networks took Good Day LA, added a dash of E!, and churned in a healthy dose of early morning sun to give visitors doses of pop culture, Hollywood heat, The Fab Life, and Video bites, in digestible, McDonald's branded morning chunks. Sure mom wanted you to eat a healthy breakfast, but sometimes, the brain just wants a side of fries with that. Fans engaged and shared, resulting in a 23 percent lift in intent to eat breakfast at McDonald's.

Affiliated Agency: OMD

Credits: Mark Fortner – Vice President | Executive Creative Director, MTV Networks Digital Fusion Colin McNamara – Creative Director, MTV Networks Digital Fusion Jaime Hintz – Sr. Marketing Director, MTV Networks Digital Fusion

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Video: Single Execution

Clothing Drive by DDB Chicago  for AB-InBev/DDB Chicago/Bud Light

DDB Chicago
AB-InBev/Bud Light, "Clothing Drive"

STANDALONE VIDEO

Online Advertising Creativity: Standalone Video: DDB Chicago

Never underestimate the power of out-of-shape white dudes young and old squelching their cheeks into office chairs, conducting meetings in their button downs and tighty whiteys, and running naked to the already packed elevator. DDB didn't when they delivered their cringeworthy giggle storm of a clothing drive which had forgetful philanthropists donating the clothes off their backs for free Bud Light. Goal of showcasing how the drinkability will inspire the office to sacrifice in the name of do-gooding? Check.

Credits: Mark Gross - Group Creative Director - DDB Chicago Chris Roe - Creative Director - DDB Chicago Chuck Rachford - Creative Director - DDB Chicago Jason Karley - Associate Creative Director/Copywriter - DDB Chicago Galen Graham - Associate Creative Director/Art Director - DDB Chicago Jamie Overkamp - Art Director - DDB Chicago Diane Jackson - Executive Director of Integrated Production - DDB Chicago Will St. Clair - Executive Producer - DDB Chicago Scott Kemper - Senior Producer - DDB Chicago Erich Joiner - Director - Tool Mark Plummer - Director of Photography - Tool Jennifer Siegel - Executive Producer - Tool Brian Latt - Executive Producer - Tool Dustin Callif - Executive Producer of Digital - Tool Amy DeLossa - Head of Production - Tool Matt Wood - Editor - The Whitehouse Kristin Branstetter - Editor - The Whitehouse

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Video: Campaign

1 in 3 Like Me by Mindshare  for Kimberly Clark/Poise

Mindshare
Kimberly Clark/Poise, "1 in 3 Like Me"

VIDEO: CAMPAIGN

Online Advertising Creativity: Video: Campaign: Mindshare

In 2010, Poise set out to grow its household penetration and bring new users into the category. What category, you ask? Female bladder leakage pads. The challenge, as you might imagine, was the product's natural association with incontinence. In order to appeal to what Poise called "unhappy fem-care users," the brand took to the Web with the empowering slogan "1 in 3 Like Me," and none other than Whoopi Goldberg - for many female consumers, the first name in blunt yet light-hearted pragmatism. The videos reside on a branded hub, where Whoopi provides an introduction to Poise and the problem it addresses. Campaign results included 352.5 million impressions; 62 percent video completion rate within banner; and an average time spend within unit of 13.03 seconds.

Credits: David Lang, Mindshare Entertainment Bohb Blair, Mindshare Joanna Tapio, Mindshare Heather Gheen, Mindshare Lana Shtrahman, Mindshare Benny Alburquerque, Mindshare Lyndsey Fields, Mindshare

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Gaming

Protect Ur Rep by McKinney  for Qwest Communications

McKinney
Qwest Communications, "Protect Ur Rep"

USE OF GAMING

Online Advertising Creativity: Use of Gaming: McKinney

To market to the advertising-cynical video gamer demographic, McKinney decided to make their client's in-game billboards a vandalism target. The six-week long Protect Ur Rep contest offered gamers a chance to plaster self-made posters of their in-game Xbox 360 avatars over Qwest ads for all the joystick jockey world to see. The incentive of bragging rights piqued gamers in droves, with 400,000 nationalized uniques hitting the microsite (after seeing in-game ads), 81% of registrants actively competing and 50 percent of all registrants option to receive Qwest info.

Credits: McKinney: Jonathan Cude, Chief Creative Officer; Glen Fellman, Group Creative Director; Reid Hultman, Copywriter; JD Humphreys, Art Director; Nicole Kuhnlein, Lead Producer; Rafe Kemmis, Programmer; Beth McKnight, Programmer; Forrest Maready, Animation; Kristin Siha, Production Artist; David Yuan, Production Artist; Andy Ives, Production Coordinator; Denis Budniewski, Group Account Director; Ryan Oleson, Account Director; Bob Cordell, Account Supervisor; Felisha Midgett, Project Leader; Lindsay Parina, Project Leader; Christin Prince, Interactive Strategist; Sean Jecko, Senior Account Planner; Whitney Otto, Media Supervisor; Randi Smith, Media Planner; Ben Blackmer, Media Supervisor; Wade Lewis, Studio Arts Manager; John Silverman, Studio Resources Manager; Lizzie Ruiz, Project Coordinator; Able Parris, Studio Artist; Karla Mickens, Studio Artist; Kevin Grealey, Proofreader; Joseph Levinski, QA Specialist; Qwest Communications: Keith Nyhouse, Director, eMarketing; GMR Marketing; Massive Ad Network; Microsoft Xbox LIVE.

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Viral Campaign

The HAIR eParty by Situation Interactive  for HAIR the American Tribal Love Rock Musical

Situation Interactive
HAIR, "The Hair eParty"

VIRAL CAMPAIGN

Online Advertising Creativity: Viral Campaign: Situation Interactive

HAIR is the only Broadway show to invite audience members on stage at the end for a big dance party. Situation Interactive saw a unique viral marketing opportunity in this. The team installed a camera in the Al Hirschfeld Theatre mezzanine that turns at the end of the show to capture the big dance party. As soon as the video was posted to the Web site, audience members would be sent a post-show email with a link to view the night's "eParty." They could even tag themselves on Facebook, or share their eParty moment via Facebook, Twitter or email.

Credits: Damian Bazadona - President - Situation Interactive John Lanasa - Director of Accounts - Situation Interactive Chris Powers - Creative Director - Situation Interactive Jeremy Kraus - Account Supervisor - Situation Interactive Jessica Dacchille - Account Executive - Situation Interactive Steve Rovery - Senior Designer - Situation Interactive Matt Way - Development Supervisor - Situation Interactive Nicole Lemieux -Copywriter - Situation Interactive Lisa Donnelly - Manager of New Business - Situation Interactive

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Integrated Online Campaigns 2010 Winners

Apparel/Fashion

Nike Sportswear + FADER Presents Pitch Perfect by The FADER  for Nike Sportswear

TheFader
Nike Sportswear, "Pitch Perfect"

APPAREL/FASHION

Integrated: Fashion/Apparel: The Fader

For the Pitch Perfect campaign, Fader produced original Nike branded "mix tapes" (which were downloaded more than 100,000 times) leading up the World Cup. During the games, mini-documentaries gave an in-depth look at the people of South Africa - on and off the football field. The content was engaging and beautifully executed and added value to the World Cup experience for soccer fans, music fans, Nike fans ... just about anyone actually.

Affiliated Agency: Cornerstone Promotion

Credits: Pete Macia, Editorial Director, The FADER Justin Thomas Kay, Creative Director, The FADER Andy Cohn, Executive Vice President & Publisher, The FADER Melanie Samarasinghe, Associate Publisher, The FADER Kaela LaRosa, Marketing and Events Director, The FADER Marlina Fletcher, Senior Marketing and Events Manager, THE FADER David Bevan, Associate Editor, The FADER Shu Hung, Global Digital Nike Sportswear Lead, Nike, Inc. Jimmy Mouton, Global Sportswear Digital Producer, Nike, Inc. Adrian Miles, Brand Manager, Nike, Inc.

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Automotive

Say hello to the new car by Critical Mass  for Nissan LEAF

Critical Mass & TBWAChiatDay
Nissan Leaf, "Say Hello to My New Car"

AUTOMOTIVE

Integrated: Automotive: Critical Mass-Nissan

Nissan's web design team literally turned over a new leaf to help launch the automaker's first 100 percent all-electric car, the aptly named Nissan Leaf. The forward-thinking digital strategy seamlessly blends viral inducing social media options with online CRM features and a tablet-friendly homepage design that simply feels right for a new, eco-friendly brand whose target audience is "the new driver." To accomplish that, it first had to make visitors feel like "the new Web site user," and everything about the Leaf site - social feeds, personalized build/buy/drive tools, and its simple, relevant interface - are intended to convey that.

Affiliated Agency: Chiat

Credits: The Critical Mass Nissan LEAF team

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Beauty/Cosmetics

Daily Beauty Forecast by The Weather Channel by The Weather Channel  for Kao Brands Company

The Weather Channel
KAO, "Daily Beauty Forecast"

BEAUTY AND COSMETICS

Integrated: Beauty/Cosmetics: The Weather Channel

What's the first thing you want to know in the morning? The forecast, of course, so you can plan your wardrobe accordingly. With this in mind, KAO teamed up with the The Weather Channel to create the Daily Beauty Forecast. Enter your zip code, just as you would on the TWC site, and in addition to the temperature and cloud coverage, you get helpful suggestions (and corresponding product recommendations) on keeping frizzy hair tamed from humidity and how to protect your skin from high UV rays.

Affiliated Agency: Enlighten

Credits: Randi Stipes, Advertising Solutions Manager, The Weather Channel Donella Cohen, Senior Product Manager, The Weather Channel Jim Coraci, Account Manager, The Weather Channel Donnie Smith, Creative Architect, The Weather Channel Tim Bernas, Product Manager, The Weather Channel Neil McGillis, Director Weather Systems Development & Operations, The Weather Channel

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Business-to-Business Campaigns

Business on Main by Mindshare  for Sprint

Mindshare
Sprint, "Business on Main"

BUSINESS-TO-BUSINESS

Integrated Online Campaign: Business-to-Business: Mindshare; Sprint,

Working with Microsoft, Mindshare created a Web site aimed at showing small business owners what Sprint could offer them. The site gives entrepreneurs a way to create profiles, connect with other business owners, join discussion groups and find fast answers to questions. Additionally, the site boasts video interviews with CEOs and Q&As with consultants. A mobile version of the site has been optimized for almost all smartphones. Site visits surpassed the goal of 5 million in the first year with more than 7 million.

Credits: Derek Topel, Mindshare Joe Migliozzi, Mindshare Therese D'ambrosia, Mindshare Mark Potts, Mindshare Jonathan Manka, Mindshare John Mariano, Mindshare David Lang, Mindshare Entertainment Greg Manago, Mindshare Entertainment Tiffany Winter, Mindshare Entertainment

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Causes/Charity/Non-Profit Organization Website

"End Malaria - World Malaria Day" in partnership with Malaria No More, the Case Foundation, Twitter, Twitpay and the UN Special Envoy for Malaria's Social Media Envoys group by Malaria No More  for Malaria No More

Malaria No More
Malaria No More, "End Malaria - World Malaria Day"

CHARITY/NON-PROFIT ORGANIZATIONS

Integrated Online Campaign: Charity/Non-Profit Organizations: Malaria No More; Malaria No More,

The World Malaria Day "End Malaria" campaign - in partnership with Twitter is increasingly becoming the charitable fundraising vehicle of choice and the Malaria No More campaign is an ample demonstration of the platform's power. With the goal of ending malaria in Africa by 2015, Malaria No More focused their efforts on World Malaria Day using Twitter, a dedicated Web site (www.hope140.org/endmalaria), and Twitpay to raise more than $35,000. Notable Twitteratis Demi Moore, Larry King, Jeremy Piven, Bill Gates, Biz Stone and others supported the campaign and helped generate for than 178,000 tweets for the cause.

Affiliated Agency: The Case Foundation
Creative Agency: Twitter

Credits: Social Media Envoys - Scott Case, CEO, Malaria No More - Jeff Smith, Chief Marketing Officer, Malaria No More - Erica Lichtenberger, Communications Associate, Malaria No More - Jory Cunningham, Online Engagement Manager, Malaria No More - Jean Case, CEO, The Case Foundation - Erich Broksas, Senior Vice President, Innovation & Investment, The Case Foundation - Brian Sasscer, Senior Vice President, Strategic Operations, The Case Foundation - Kari Dunn Saratovsky, Vice President, Social Innovation, The Case Foundation - Allyson Burns, Director, Communications, The Case Foundation - Biz Stone, Co-founder, Twitter - Claire Williams, Social Innovation, Twitter - Jenna Sampson, Communications Associate, Twitter - Mark Otto, Interaction Designer, Twitter - Michael Ivey, President, Twitpay - Ray Chambers, UN Secretary-General’s Special Envoy for Malaria - Wendy McWeeny, Special Assistant, Office of the Special Envoy for Malaria - Sean Hightower, Communications Director, Office of the Special Envoy for Malaria - Sarah Ross, Head of Digital Media, Katalyst Media (for the Social Media Envoy group) - Rachel Webber, Director of Digital Strategy and Development, Fox TV Studios

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Consumer Packaged Goods

LEGO CL!CK by Pereira & O'Dell  for LEGO Systems

Pereira & O'Dell
LEGO, "LEGO Click"

CONSUMER PACKAGED GOODS

Integrated: CPG: Pereira O'Dell

Sales of LEGOs up 32 percent? Stop the presses! That's an amazing statistic but, given the creativity here, it's not too surprising. Targeting adults, the brand tapped into every grown person's memory of the creativity of youth with a video about an inventor inspired by children's true stories. Who couldn't love this? The concept of the "Click" moment (an audible touch for LEGOs) is intriguing. A community blog where people can share their Click moment stories is truly inspirational.

Affiliated Agency: Production Company: MJZ
Creative Agency: Partner/iPhone App: Struck/Axiom

Credits: PR: Flashpoint PJ Pereira - Chief Creative Officer Kash Sree - Executive Creative Director Jason Apaliski - ACD/Art Director Jaime Robinson - ACD/Writer Sara Krider - Producer Jeff Ferro - Director of Production Gary Theut - Director of Client Services Ryan Toland - Account Director Skylar Fogel - Account Executive Analisa Payne - Buyer Josh Brandau - Strategy Kelsie Van Deman – Producer

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Financial Services/Banking/Investments

Friends Like You - Social Campaign by dailey  for Intuit

Dailey
Intuit, "Friends Like You"

FINANCIAL SERVICES/BANKING/INVESTMENTS

Integrated: Financial Services/Banking/Investments: Dailey

Broadcast, webcast ... meet, Friendcast. With Initiative taking digital duties, Dailey delivered a higher percentage of new customers to TurboTax with the program than any other online channel - and 80 percent of conversions were first-time users. Via Facebook, people could share their delight in having finished their taxes. Using the "Friendlyzer," they could filter reviews and connect to social networks to read others' reviews. The experience then connected to social connectivity-enabled banners, which got 100,000 impressions and a 6 percent interaction rate.

Affiliated Agency: Initiative, Digital Agency

Credits: Intuit – TurboTax: Seth Greenberg – Director, National Media and Digital Marketing Brian Hovis – Manager, Digital Marketing and Integrated Media Christine Morrison- Social Media Marketing Manager Dan Bishop- Project Manager Initiative: Daniel Ho – Account Director Charisse Oraa – Planner Arthur Yen – Coordinator Rohit Bal – Assistant Planner Dailey: Rebecca Arnal – VP, Management Supervisor Alice Choi – Program Manager Eric White –Creative Director Joe Lazaro- Designer Matt Rasmussen- Senior Developer Roman Fraden- Flash Production Artist

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Beverage (alcoholic)

Bud United Campaign by DDB Chicago  for AB-InBev/DDB Chicago/Bud

DDB Chicago
AB-InBev, "Bud United"

ALCOHOLIC BEVERAGE

Integrated Online Campaign: Alcoholic Beverage: DDB Chicago; AB-InBev,

Budweiser used the 2010 FIFA World cup to build worldwide emotional connection with the brand via a digital reality show following the interactions of 32 football fans (each representing a competing nation) living together in a "Bud House" in South Africa during the tournament. The show and its numerous social media networking/interactive tie-ins - viewers influenced events in the house and even determined each match's official MVP via SM polls - were promoted with global TV, search and online display ads. The show's YouTube page drew 4 million+ page views and the Bud United Facebook page drew nearly 1 million fans.

Credits: Bob Scarpelli - Chairman & CCO - DDB Diane Jackson - Executive Director of Integrated Production - DDB Chicago Will St. Clair - Executive Producer - DDB Chicago Ashley Vinson - Executive Producer of Digital - DDB Chicago Jason Karley - Creative Director - DDB Chicago Galen Graham - Creative Director - DDB Chicago Tyler Campbell - Copywriter - DDB Chicago John Baker - Art Director - DDB Chicago Matt Green - Associate Producer - DDB Chicago Kelly Gibson - Content Coordinator - DDB Chicago Ashley Johnson - Technician - DDB Chicago Scott McCulley - IT Director - DDB Chicago Chris Baylis - Executive Creative Director - Tribal DDB Amsterdam Tim Voors - Creative Director - Tribal DDB Amsterdam Peter Hayden - Director of Production & Operations - Tribal DDB Amsterdam Ted Dooman - Strategy Director - Tribal DDB Amsterdam Joey Duis - Social Media Planner - Tribal DDB Amsterdam Media Monks - Production Partner RSA Films - Production Company Evan Weinstein - EP/Show Runner - RSA Films Tom Dunlap - Executive Producer - RSA Films Mary Lisio - Executive Producer - RSA Films J.J. Duncan - Co-Executive Producer - RSA Films Michael Bernstein - Co-Executive Producer - RSA Films Rocket Films South Africa - South Africa Production Company

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Beverage (non-alcoholic)

Pepsi Refresh Project by HUGE  for PepsiCo

Huge
PepsiCo, "Pepsi Refresh Project"

NON-ALCOHOLIC BEVERAGE

Integrated Online Campaign: Non-Alcoholic Beverage: Huge; PepsiCo,

Pepsi skipped 2010's Super Bowl to create a global digital initiative. Objective: Position the brand as a facilitator of life-enhancing good works, as well as shared enjoyment. At refresheverything.com, fans submit worthy causes to win grants of up to $250,000. Each month, visitors vote on 1,000 idea submissions, with 32 grants awarded. Offline synched elements span TV, print, outdoor, college programs and retail display. Pepsi jumped to a #5 ranking within Forbes's "most reputable U.S. brands" study.

Affiliated Agency: TBWA/Chiat/Day LA, original concept

Credits: Gene Liebel, HUGE, Partner, Director of User Experience David Skokna, HUGE, Partner, Executive Creative Director Aleksandar Sasha Kirovski, HUGE, Partner, Director of Production Joe Stewart, HUGE, Creative Director Felipe Memoria, HUGE, Design Director Ryan Frank, HUGE, Art Director Liang Zhang, HUGE, Art Director Rachael Greer, HUGE, Engagement Director Jennifer La Placa, HUGE, Senior Interaction Designer Ross Morrison, HUGE, Copy Director Angel Anderson, HUGE, Senior Interaction Designer Felix Brinadze, HUGE, Technology Producer Rafael Mumme, HUGE, Senior Web Developer Ana Breton, HUGE, Senior Project Manager Carl Collins, HUGE, Interaction Designer Lee Clow, TBWA/Chiat/Day, Global Director, Media Arts Rob Schwartz, TBWA/Chiat/Day, Chief Creative Officer Brett Craig, TBWA/Chiat/Day, Group Creative Director Michael Tabtabai, TBWA/Chiat/Day, Creative Director Xanthe Hohalek, TBWA/Chiat/Day, Creative Director Chris Jones, TBWA/Chiat/Day, Copywriter John Dwight, TBWA/Chiat/Day, Art Director Chris MacNeil, TBWA/Chiat/Day, Art Director Dustin Artz, TBWA/Chiat/Day, Art Director Michelle Lewis, TBWA/Chiat/Day, Copywriter Amy Luca, TBWA/Chiat/Day, Interactive Account Director Zach Gallagher, TBWA/Chiat/Day, Director of Digital Strategy

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Health/Pharmaceutical

Good to Share by Digitas Health  for MedImmune/FluMist

Digitas Health
MedImmune/FluMist, "Good to Share"

HEALTH/ PHARMACEUTICAL

Integrated Online Campaign: Health/ Pharmaceutical: Digitas Health; MedImmune/FluMist,

In response to the 2009 flu pandemic, which was causing kids across the country to stop sharing for fear of catching the flu, FluMist launched an unbranded campaign called "Good to Share." The goal was to educate consumers about flu prevention in order to make sharing "good" again. The campaign included the "Good to Share" Web site, as well as a TV spot, a Google-powered flu tracker, Sesame Street podcasts, and articles about flu prevention in various publications. The campaign also encouraged everyone to share via their favorite social networking site.

Credits: Credits, all Digitas Alexandra von Plato, Chief Creative Officer Graham Mills, Executive Creative Director Jacqueline Nolan, SVP, Creative Brian Lefkowitz, VP, Group Creative Director Sarah Miller, Sr. Art Director Jessica Maxwell, Sr. Copywriter Maria Amato, Producer

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Entertainment: Movies

Paranormal Activity by MEC  for Paramount Pictures

MEC
Paramount Pictures, "Paranormal Activity"

ENTERTAINMENT: MOVIES

Integrated: Movies: MEC

Arguably last year's most frightening film (and maybe the cheapest - the U.S. rights cost a measly $350,000), Paramount Pictures teamed with MEC, who both knew Paranormal Activity was a film worth talking about. After an initial release in 13 markets, MEC used Eventful.com's "Demand It" program, telling users that if the film reached one million "demands" it would open nationwide. It took only four days. The film was a trending topic on Twitter for over a month, beat out The Jonas Brothers and Metallica demand-wise on Eventful.com, and Paranormal became one of the most profitable films in history.

Credits: Mark Yesayian, Managing Diretor, Digital West, MEC Robb Dickehut, Exec. Media Director, Paramount

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Entertainment: Music

The Levi’s®/FADER Fort by The FADER; Levi's/FADER Fort  for Levi’s®

TheFader
Levi's, "Levi's Fader Fort"

ENTERTAINMENT

Integrated: Entertainment: The Fader/Cornerstone

Aligning itself with the breaking and established music acts featured at SXSW, Levi's participated in a multi-faceted and ongoing showcase, partnered with The Fader. The physical Fort at the event featured live performances from bands (live streamed at the online hub and on Facebook) as well as a shop where specialty items could be purchased and customized. Forty bands performed for a crowd of over 36,000 people over the four day event, and the online presence continues to update regularly with updates about the bands and acts who have played.

Affiliated Agency: Cornerstone Promotion

Credits: Jon Cohen, Co-Founding Publisher of The FADER and Co-CEO of Cornerstone Promotion Andy Cohn, Executive Vice President & Publisher, The FADER Kaela LaRosa, Marketing and Events Director, The FADER Len Peltier, Creative Director, Levi’s Sheri Timmons, Director, Engagement & Influencer Marketing, Levi's Doug Sweeney, Chief Marketing Officer, Levi’s

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Entertainment

Discovery Channel’s LIFE Premiere Tune-in Campaign by PHD  for Discovery Networks

PHD
Discovery Networks, "LIFE Premiere Tune-in Campaign"

ENTERTAINMENT: TV

Integrated Online Campaign: Entertainment TV:PHD; Discovery Networks,

Discovery, working with PHD and AKQA, launched an online campaign leading up to the premiere of "Life" that brought the stars of the series - animals and plants - to life online. Animals walked across homepages of Yahoo, Microsoft and NYTimes, encouraging viewers to watch a "Life"-themed video. Discovery was the first advertiser to take over the newly designed MSN.com, using expandable HD videos. The premiere of "Life" reached 11.8 million viewers, almost 2 million more than the debut of "Planet Earth." The "Life" campaign also resulted in 592,493 online clicks and more than 80,000 Facebook fans.

Affiliated Agency: AKQA

Credits: Name: Jeffrey Liang Title: Digital Group Director Company: PHD Name: Carlos Sevilla Title: Digital Strategist Company: PHD Name: Rachel Hewitt Title: Digital Strategist Company: PHD Name: Andrea Montano Title: Group Strategy Director Company: PHD Name: Joshua Spiegelman Title: Associate Strategy Director Company: PHD Name: Samantha Miller Title: Strategy Supervisor Company: PHD Name: Mary Stack Title: Vice President, Media Planning & Partnerships Company: Discovery Communications Name: Kristi Balazy Title: Media Director Company: Discovery Communications Name: Amanda Hoppe Title: Media Manager Company: Discovery Communications Name: Kelly Jean Potts Title: Account Executive Company: AKQA

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Restaurants/Fast Food

Avatar by Arc Worldwide  for McDonald's

Arc Worldwide
McDonald's, "Pandora Quest"

RESTAURANTS/FAST FOOD

Integrated: Restaurants/Fast Foods: Arc Worldwide

To increase brand affinity with young adults and drive Big Mac sales during December '09, McDonald's partnered with Avatar's makers to create its largest-ever adult-targeted movie activation and its first augmented-reality platform. "Pandora Quest" gamers located hidden objects within three of the movie's visually stunning environments, with repeat Big Mac purchases required to access higher playing levels. POP and packaging drove consumers online. The site drew nearly 300,000 visitors, who played for an average of 10 minutes - the chain's most effective digital engagement with adults to date. Big Mac sales jumped 18 percent over the previous December (exceeding goals in two of the program's three weeks).

Affiliated Agency: AKQA, McD Vision

Credits: Chief Creative Officer: William Rosen, Arc Worldwide Executive Creative Director: Jim Carlton, Arc Worldwide Creative Director: Ron Smith, Arc Worldwide Creative Director: Robert Angone, Arc Worldwide Creative Director: Michael Frease, Arc Worldwide Creative Director: Kelly Neill, Arc Worldwide Art Director: Craig Taylor, Arc Worldwide Art Director: Chris Annen, Arc Worldwide Copywriter: Quanah Humphreys, Arc Worldwide Agency Producer: Eileen Tibble, Arc Worldwide Agency Producer: Robert Diehl, Arc Worldwide Agency Producer: Garret Starke, Arc Worldwide Agency Producer: Miles Green, Arc Worldwide Agency Producer: Robert Liliedahl, Arc Worldwide Account Director: Colleen Curnyn, Arc Worldwide Account Director: Michele Papadapoulous, Arc Worldwide

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Retail

Frito Lay, Only In A Woman's World by OMD USA  for Frito Lay

OMD USA
Frito Lay, "Only in a Woman's World"

RETAIL

Integrated: Retail: OMD USA

Frito-Lay noticed it had a problem with women. They weren't connecting with the brand and they weren't picking up Baked Lay's, Flat Earth Veggie Crisps, and Smart Food at the store. Based on insights about women's emotions and how they relate to one another, OMD created "Only in a Woman's World," a lightly branded entertainment concept that resembles a cartoon version of Sex in the City. Distributed through myriad channels in many forms the concept hit its target.

Credits: OMD: Kisten Colonna, Erin Matts Juniper: Agatha Wronecka Frito Lay: Gannon Jones, Julie Saliba, Becky Frankiewicz

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Technology Services Websites

Core Family by Intel Corporation & Covario  for Intel Corporation

Covario
Intel, "Core Family"

TECHNOLOGY & WEB SERVICES

Integrated: Technology & Web Services: Covario

When chipmaker Intel launched its new 2010 "Core family" it leveraged paid search as the catalyst for and glue to pull together and integrate a multimedia campaign traversing such traditional outlets as TV, print, and retail in a way that was sure to generate awareness and build traffic.

Affiliated Agency: Covario Inc., Global Search Marketing Agency
Creative Agency: OMD, Media Agency

Credits: Corey Carrillo, Global Search Manager, Intel Corporation Stephanie McClintock, Account Director, Covario Irvin Carlin, Account Manager, Media Operations, Covario

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Travel/Tourism

Bags Fly Free Campaign by Southwest, Camelot Communications, VML & Yahoo!  for Southwest

Camelot Communications/VML/Yahoo
Southwest, "Bags Fly Free Campaign"

TRAVEL & TOURISM

Integrated: Travel/Tourism: Camelot Communications, VML, Yahoo

Inevitably, you've seen Southwest's "Bags Fly Free" campaign - and really, bags should fly free. Leveraging the success of the TV campaign, Southwest sought to drive awareness online and looked to the NCAA basketball tournament and Yahoo Sports' homepage to accomplish the task. Employing a takeover of the homepage, Southwest netted 13MM impressions on March 17, the day before the tournament began, as well as a conversion rate around four times higher than the average placement.

Affiliated Agency: Yahoo!
Creative Agency: Camelot Communications

Credits: VML Creative Agency Southwest: Ka/e Love, Alice Wilson VML: Linda Bumgarner, Tony Snethen, Nick Allegri CamelotCommunications: Brian Gardenhire, Pat Kalahar Yahoo!: Max Steelman, Renee Rabicoff, Kristin Celano

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Web Site Excellence 2010 Winners

Automotive

Moment of Truth by Digitas  for GM/Buick/2011 Buick Regal

Digitas
Buick Regal, "Moment of Truth"

automotive

Website Excellence: Digitas; Buick

 

Buick, apparently, is no longer "your grandfather's car." In an attempt to prove that point, Buick launched the "Moment of Truth" campaign for the new 2011 Buick Regal, leaning very heavily on social media and a level of transparency that shows people what people are now saying about the brand. At the "Moment of Truth" microsite, consumers can watch YouTube videos, look at photos, read Tweets and Facebook quotes, or even read articles that have been written about the new vehicle. And it's not all good, either. The good stuff tends to be highlighted, but the bad reviews are there, too.  
 

Affiliated Agency: thisMoment (Technology)
Creative Agency: Proto (Flash Production)

Credits: Heath Rudduck, Executive VP Creative Director Doris Chung, VP/Group Creative Director Jim Harrington, Associate Creative Director Joe Palmer, Associate Creative Director Julie Halloran, Senior Art Director James Hough, Copywriter David Scott, Lead Designer Ben Raynes, Agency Producer Brian Smith, Agency Producer Howard Nager, VP/Director Special Teams Michael Histen, Senior Interaction Designer Mary Bester, VP Group Marketing Director Erica Melia, VP Marketing Director Katie McCully, Marketing Associate Pamela Neville, Marketing Manager Steven Meltser, Associate Director, Project Management

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Fashion/Beauty/Cosmetics Website

www.Keds.com by Night Agency  for Keds

Night Agency
Keds, "The Original Sneaker"

Fashion/Beauty/Cosmetics

Website Excellence: Fashion/Beauty/Cosmetics: Night
Agency

How do you make a 100-year-old sneaker company cool again? For the Keds Web site, Night Agency did it three ways: The Design Your Own feature starts with a blank canvas, literally, which users can customize in nearly countless ways. Or shop the Keds Collective, created by independent designers from across the country. Short profiles and videos of the designers working and discussing their inspiration add a personal touch. The Style Gallery features photographs of real people wearing their kicks. Browse the photos and buy the shoes right off their feet. 
 

Credits: Darren Paul, Managing Partner, Night Agency Rachel Lepelstat, Group Account Director, Night Agency Darius Daftary, Lead Developer, Night Agency Andy Schaaf, Creative Developer, Night Agency

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Blogs

MintLife by Mint.com  for Mint.com

Mint.com
MintLife

Blogs

Website Excellence: Blogs: Mint.com; Mint.com; MintLife

Mint has been the most-buzzed about personal finance service of late and they've coupled their easy-to-use site and service with a well-designed, content-rich blog. One million monthly visitors peruse in-depth financial topics about saving and investing as well as lighter fare like job advice from Mad Men's Don Draper. Content partners include CNNMoney, Forbes, Motley Fool and others, which makes for a diverse range of content that is coupled with good design and infographics. The blog also enjoys a 1.4% conversion rate, which is some very nice brand-extension icing on the cake. 

Credits: Lee Sherman, Editor in Chief, MintLife Aleks Gradinarova, Managing Editor, MintLife Stew Langille, Director of Marketing for Intuit’s Personal Finance Group

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Business-to-Business Campaigns

Pictela Website by Blenderbox  for Pictela

Blenderbox
Pictela, Pictela.com

Business to Business

Website Excellence: B2B; Pictela

B2B sites can often look good. They can also often deliver relevant information quickly, clearly and concisely. Rarely do they do both - though that has been admirably achieved at Pictela.com. Blenderbox has packaged the most important points that Pictela needs to communicate to potential customers and partners and fuses them in a bold, striking manner that erases ambiguity with the clarity of the message. From the landing page to the lower pages, the precision carries through and provides users with an excellent experience.

Credits: Matt Raw, Sr UX Designer, Blenderbox Haena Kang, Art Director, Blenderbox Damon Jablons, Developer, Blenderbox Iain McDonald, Director of Project Management, Blenderbox

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Causes/Charity/Non-Profit Organization Website

1Love Teaser Site by BLITZ  for Marley Ventures

Blitz
Marley Ventures, 1love.org

Charity/Non-Profit Organizations

Website Excellence: Charity/Non-Profit Org:
Blitz; 1Love

To commemorate the life of Bob Marley, who would have turned 65 this year, his family launched the 1Love charity. Blitz's site for the initiative includes an explanation of the charity's mission - creating sustainable products - as well as recent news articles, updates about concerts, biographies of Marley family members, and links to Twitter and Facebook pages. One portion of the site has information about particular products, like brands of certified organic coffee, along with links for users to make purchases.

 

Credits: BLITZ Team Senior Project Manager: Lee Matsunami Senior Art Director: Paul Hikiji Designer: Thanh Gip Account Director: Aaron Wahle Associate Creative Director: Edward Herda Chief Creative Officer: Ken Martin EVP of Client Services: Greg Morrell

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Education/Schools/Universities (traditional or on-line)

TopTenREVIEWS Web Site by TechMediaNetwork  for TopTenREVIEWS

TechMediaNetwork
Top Ten Reviews, toptenreviews.com

Education and Reference

Website Excellence: Education/Reference:
TechMediaNetwork

Top Ten Reviews covers just about everything: 450 categories of software and Web services, 10,000 consumer electronics products, nearly 200,000 movies, 500,000 music titles and about 40,000 video game titles. The Web site provides users with a complete review of the products they are searching for, along with side-by-side comparisons of other products in the same category. It then issues a recommendation about which products to buy based on these comparisons. 

Credits: TopTenREVIEWS Design Team led by Jared Page, Vice President of Creative

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Entertainment: Games/Gaming

Guitar Hero Global Franchise Hub by BLITZ  for Activision

Blitz
Activision, "Guitar Hero Global Franchise Hub"

ENTERTAINMENT GAMES/GAMING

Website Excellence:
Entertainment Games/Gaming: Blitz; Activision,

Guitar Hero stands as one of the most popular and recognizable video game franchises, but Blitz faced the challenge of remaking Activision's site into a one-stop shop social hub that would greet metalheads in the hunt for Danzig's "Mother," without alienating Taylor Swift fans. There was an immediate 50 percent increase in site registration, a 200 percent increase in site traffic, and a 500 percent increase in video engagement. Plus, over 20 million songs were played and the new two-click purchasing process assisted in a 300 percent rise in retail store sales of Guitar Hero products. 

Credits: BLITZ Team Project Manager: Lee Matsunami Creative Director: Ken Martin Senior Art Director: Paul Hikiji Art Director: Matt Murray Designer: Thanh Gip Director of User Experience: Sean Scott Senior Software Developer: Adam Venturella Software Developers: Erick Louie, Phil Tobias Senior Flash Developer: Dino Petrone Flash Developer: Yosef Flomin

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Entertainment: Movies

Daybreakers by The Visionaire Group  for Lionsgate

The Visionaire Group
Lionsgate, "Daybreakers"

ENTERTAINMENT: Movies

Website Excellence:
Entertainment Movies: The Visionaire Group; Lionsgate,

The multi-faceted site for the vampire movie Daybreakers is in keeping with the film's eerie tone. Full screen video provides information on the film, including summaries and cast info, while sections that are mock portals for the fictional company in the movie give backstory - one asks "clients" to open a bloodbank account, including a cheerful commercial; and the other promises to teach "how to capture humans" (i.e. Facebook friends). Both of these sections engage viewers with interactive games linking to Facebook and involving others. 

Credits: Lionsgate/Tim Palen Lionsgate/Danielle DePalma Lionsgate/David Hayes Lionsgate/Courtney Harris The Visionaire Group/Creative Director: Mike Orduna The Visionaire Group/Design Support: Klifford Hernandez The Visionaire Group/Flash Development: Tony Possobon The Visionaire Group/FB Connect Backend: Jake Chapa The Visionaire Group/3D creation: Ben Miners The Visionaire Group/Video Editing & After Effects: Chris Wang The Visionaire Group/Project Manager: Maria Chung

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Entertainment: Music

Stereogum Relaunch by Buzzmedia  for Stereogum

Buzzmedia
Stereogum, stereogum.com 

Entertainment: Music

Website Excellence: Entertainment Music: Buzzmedia;
Stereogum, stereogum.com

Stereogum, founded in 2001, has gradually evolved from a ragged blog (that even in its earliest incarnation could break new music) to a more polished publishing destination with a recent relaunch. A couple of things have not changed: the free songs from bands the site champions (though the players and interfaces have become smoother) and the true fan's passion it exudes.

Credits: Scott Lapatine, Founder/Editor; Chris George, SVP, Integrated Marketing for BUZZMEDIA

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Entertainment

History.com by HUGE  for A&E Television Networks

Huge
A&E Television Networks, History.com

Entertainment: TV (non-news)

Website Excellence: Entertainment TV: Huge

Refocusing the cable network's web presence from an emphasis on show promotion to a destination for historical information, History.com now leads with two timely features on its homepage:  "History Behind the Headlines," providing historical perspective on current news, and "This Day in History." Users can search a vast database for articles, videos and photos on historical topics - all connected via a newly custom-tailored taxonomy. Interactive elements keep users engaged, allowing them to "take the ultimate history quiz" or "explore the cosmos."
 

Credits: David Skokna, HUGE, Partner, Executive Creator Director Sasha Kirovski, HUGE, Partner, Executive Director, Technology Kate Watts, HUGE, Engagement Director Nancy Baynard, HUGE, Project Manager Joe Stewart, HUGE, Visual Design Lead Michal Pasternak, HUGE, User Experience Lead Philip Cotty, HUGE, Technology Director Loren Davie, HUGE, Director of Technology Mohan Ramaswamy, HUGE, Research & Analytics Lead Chassy Cleland, HUGE, Senior Interaction Designer Carl Collins, HUGE, Interaction Designer Alex Snell, HUGE, Product Strategist Erin Scime, HUGE, Content Strategist Jeff MacIntyre, HUGE, Content Strategist Meredith Bagerski, HUGE, Visual Designer James Teow, HUGE, Visual Designer

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Family/Parenting/Women's Interests

SheKnows by SheKnows  for SheKnows

SheKnows
SheKnows.com

Family/Parenting/Women's Interest

Website Excellence: Family/Parenting/Women's Interest:
SheKnows; SheKnows.com

Attracting nearly 45 million unique visitors, SheKnows is a one stop online destination, covering every topic a woman might need. With sections devoted to entertainment news and gossip, reviews, beauty and fashion articles, and love, sex & dating advice for every woman, single, dating, married, or divorced, SheKnows.com provides education, entertainment, and an engaging online community - all within an easy to use and attractive interface.  The site includes sections on parenting, pets, home, living, and health, and includes an impressive "How to..." section.  SheKnows.com has become one of the fastest-growing destinations on the web, consistently ranking as one of the top five properties for women. 

Credits: Kyle Cox, SheKnows, Vice President and General Manager; Alison Bills, SheKnows, Editor in Chief; Tara Schmitt, SheKnows, SVP Sales; Mike Dodge, AtomicOnline, Executive Vice President; Brian Fitzgerald, Evolve Media, President

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Financial Services/Banking/Investments

ResponsibilityProject.com by Hill Holliday  for Liberty Mutual

Hill Holliday
Liberty Mutual, ResponsibilityProject.com

Financial Services/Banking/Investments

Website Excellence: Financial Services/Banking /Investments: Hill Holiday

A good idea made great. Liberty Mutual created this content-rich site following positive response to its TV spots depicting a "pay it forward" theme. Fresh content and an easily navigable presentation make it easy and fun to "explore what it means to do the right thing." Information about products is interwoven with content in a subtle way. The company reports average time on the site is 5 minutes, 15 seconds. Pretty amazing.
 

Credits: Chief Creative Officer: Kevin Moehlenkamp (Hill Holliday) Chief Media Officer: Baba Shetty (Hill Holliday) GCD: Rob Rich, David Banta (Hill Holliday) CD: Michael Dyer (Hill Holliday) Editor-in-Chief: Nathan Lump (Hill Holliday) Designers: Jude Senese, Carissa Dicenzo (Hill Holliday) UX Lead: Brian Yoder (Hill Holliday) Director of Branded Entertainment: John Dukakis (Hill Holliday) Interactive Producers: Paul Lenzi, Ashley Engel (Hill Holliday) Developers: Fred LeBlanc, Dan Pearce, Greg DeMelo, Kyle Ridolfo, Moya Hynes, Marc Amos, Gordon Schantz (Hill Holliday)

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Food/Beverage

5React.com by Firstborn and EVB  for Wrigley

Firstborn and EVB
Wrigley's, 5React.com

Food and Beverages

Website Excellence: Food and Beverages: FirstBorn

Wrigley's 5react.com takes online technology and offline integration to impressive levels. Users log in through Facebook Connect and go through a door to see if they've been "chosen." They enter an alternate 3-D universe in which they're surrounded by images/messages pulled from their Facebook profiles, populating virtual television screens. When a "chosen" message appears, a man puts something in a black envelope showing the fan's name/address. Once fans click to submit, the brand mails out a black-enveloped package bearing a pack of 5 React gum, 3-D glasses and a code. Returning to the site, they use the code/glasses to experience/interact with a 3-D motion piece customized to the user, and can post the video in an online gallery.
 

Credits: Created by Firstborn and EVB

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Health/Wellness Website

Claritin.com by Euro RSCG Worldwide  for Claritin

Euro RSCG Worldwide
Claritin, Claritin.com

Health/Wellness

Website Excellence: Health and Wellness: Euro RSCG Worldwide;
Claritin, Claritin.com

The Claritin site is a compendium of useful information for the allergy sufferer, from basic Q&As ("Can shorthaired pets cause allergies?") to interactive diagnostic tools such as an "Allergy Profiler" and an "Allergy Forecast" personalized to the user's location. Users can also download coupons from the site. Redesigned last year, the site has generated successful bottom-line results: bounce rates dropped, time on site now approaches four minutes, far above industry standards, and a steady flow of coupon offer redemptions has produced sales for the brand.
 

Affiliated Agency: Corporate Voice - Production & Deployment

Credits: Executive Creative Director: Rahul Sabnis Associate Creative Director: Ami Plasse Senior Art Director: Ian Byers Copywriters: Katie Anne Naylon/Thomas Richter Designer: Yeonju Shim

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House/Home Campaign

Hunter Douglas iMagine Design Center "Upload Your Own Photo"  by Hunter Douglas  for Hunter Douglas

Enlighten
HunterDouglas.com

House & Home

Website Excellence: House and Home: Enlighten

Hunter Douglas' design center helps consumers visualize the brand's entire product line in an interactive online gallery and new "Upload Your Own Photo" customization tool, where users can upload photos and apply images of Hunter Douglas products directly to the windows. The hi-tech tool precisely scales images and even matches true obstructions for an accurate portrayal. All images can be stored for future use in a personalized "My Workbook" section, or emailed, printed, or compared - providing consumers with an ideal online shopping experience.  Visitors to the Upload Your Own Photo section are almost twice as likely to use the dealer location tool as those who use the existing room photographs, and are also more likely to return to the site.

Affiliated Agency: Visualize It Ltd.

Credits: Dave Winkel, Principal Software Engineer, Enlighten Norman Dannug, Senior Software Engineer, Enlighten Voratima Orawannukul, Software Engineer, Enlighten Denise Evers, Project Manager, Enlighten Ami Walsh, Associate Creative Director, Enlighten Mike Gatto, Associate Creative Director, Enlighten Frank Buscher, Quality Assurance Manager, Enlighten Chris Grant, Associate Director Data Analytics, Enlighten Laura Detwyler, Account Director, Enlighten

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News/Politics/Reference/Education Website

Reuters.com by HUGE  for Thomson Reuters

Huge
Reuters.com
News/Politics

Website Excellence: News/Politics: Huge; Reuters.com

In what is perhaps the most highly customizable news site on the market today, the new Reuters.com preserves the venerable brand's heritage as a no-nonsense, news wire, with rich, contextually relevant content and applications aimed at time-starved business professionals. The user-centric design features a new home page that utilizes dynamic data streams to prioritize most newsy and relevant stories for the business world that day, giving readers everything they need to know at a quick glance. A "Track and Save" bar lets users hold on to the topics most important to them and therefore create a profile that feeds stories with the subjects that concern them most. A personalization algorithm suggest stories of similar interest, and new navigation features make the most popular features more accessible.

Credits: David Skokna, HUGE, Executive Creative Director Joe Stewart, HUGE, Creative Director Jessica L'Esperance, HUGE, Interaction Designer James Teow, HUGE, Interaction Designer Lilie Chang, HUGE, Engagement Director Emily Wengert, HUGE, Experience Lead Amanda Chessa, HUGE, Research Coordinator Yosaif Cohen, HUGE, Research and Analytics Annie Ha, HUGE, Interaction Designer Yan Sze Li, HUGE, Production Designer / Style Guide Martin Olson, HUGE, Developer Jonathan Rahmani, HUGE, Visual Designer Mohan Ramaswamy, HUGE, Product Strategist Ben Walton, HUGE, Visual Designer Phil Gordon, HUGE, Usability Analyst Jeff MacIntyre, HUGE, Content Strategy Adam Noren, HUGE, Project Manager

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Retail

Super Bowl: Crazy Pet Owners by Catapult Action-Biased Marketing  for Pedigree

Catapult Action-Biased Marketing
Pedigree, "Crazy Pet Owners"

Retail

Website Excellence: Retail: Catapult
Action-Biased Marketing

TV ads caught viewers' attention: the Web site kept it. The TV spot showed snippets of pet owners interacting with unlikely housemates. The Web site housed full-length videos of boar, ostrich, rhino and bison owners. The solution was simple: rescue a shelter dog for a pet rather than an exotic animal. With each video watched, one meal would be donated to a shelter dog. Roughly 2,243,847 bowls of dog food were delivered to shelter dogs nationwide. One video featured a bison lover wearing a Bisondung.net shirt. Pedigree went an additional step and created a simplistic site for a bison-loving dung-seller.

Affiliated Agency: TBWA Chiat Day
Creative Agency: Mindshare

Credits: Digitas Heather Huffnagle, Management Supervisor Rich Magalik, Creative Director Rob Kurfehs, Senior Art Director Brian Garofalo, Web Designer Neil Needleman, Copywriter Andrew Ganat, Designer Direct/Interactive Services Brandon Fitzpatrick, Interactive Developer Justine Pujo, Senior Producer

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Social Networking

LEGO CL!CK by Pereira & O'Dell  for LEGO Systems

Pereira & O'Dell
LEGO, "LEGO Click"

CONSUMER PACKAGED GOODS

Integrated: CPG: Pereira O'Dell

Sales of LEGOs up 32 percent? Stop the presses! That's an amazing statistic but, given the creativity here, it's not too surprising. Targeting adults, the brand tapped into every grown person's memory of the creativity of youth with a video about an inventor inspired by children's true stories. Who couldn't love this? The concept of the "Click" moment (an audible touch for LEGOs) is intriguing. A community blog where people can share their Click moment stories is truly inspirational.

Affiliated Agency: Website Development: Struck Axiom

Credits: PJ Pereira - Chief Creative Officer Kash Sree - Executive Creative Director Jason Apaliski - ACD/Art Director Jaime Robinson - ACD/Writer Sara Krider - Producer Jeff Ferro - Director of Production Gary Theut - Director of Client Services Ryan Toland - Account Director Skylar Fogel - Account Executive Analisa Payne - Buyer Josh Brandau - Strategy Kelsie Van Deman – Producer

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Sports

ESPN.com by ESPN  for ESPN

ESPN
ESPN.com
Sports

Website Excellence: Sports: ESPN; ESPN.com

What more needs to be said about ESPN.com than it simply is caffeine during the workday. Stuck on a project, wondering about a dead-end future? Troubled souls click over to the site perhaps dozens of times, even if they know little has changed since they did so last. Those with more time can drill down ceaselessly through the video vault and content on a favorite sport. Beaten in local markets by not starting regional sports networks, espn is determined not to lose on the Web. So it's started local sites in five markets where the coolest aspect are customized "SportsCenters," with production quality equal to the on-air version.
 

Credits: John Kosner, SVP & GM, ESPN Digital Media Rob King, VP & Editor-in-Chief, ESPN Digital Media

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Technology Services Websites

Intel Core Experience by Intel  for Razorfish

Razorfish
Intel, "Core Experience"
Technology & Web Services

Website Excellence: Technology and Web Services:
Razorfish

Ahead of its launch of a new suite of Core microprocessors, semiconductor giant Intel decided to create a hands-on Web site where consumers could actually learn about microprocessors and the differences between them. The result: Intel's Core Experience site is short on words, but heavy on interactive features and demonstrations. The site also guides users towards determining which processor is right for them based on their computing preferences and needs, and then refers them to retailers for purchase. 

Credits: Executive Creative Director: Christopher Follett, Razorfish Creative Director: Gordon McNee, Razorfish Creative Director: Graham Golkin, Razorfish Creative Director: Eric Campdoras, Razorfish Associate Creative Director: Alex Hoye, Razorfish Art Director: Sean KellySr., Razorfish Copywriter: Patricia Witkin, Razorfish Flash Developer: Nathan Burazer, Razorfish Flash Developer: Mark Mun, Razorfish Flash Developer: Thomas Lough, Razorfish Technical Architect: Jim Renz, Razorfish Presentation Layer Architect: Loic Kreitmann, Razorfish Principal Developer: Zoe Ng, Razorfish QA Manager: Melanie Pratt, Razorfish Client Partner: Adam Vernick, Razorfish Client Partner: Malia Supe, Razorfish Project Manager: Jeff Bond, Razorfish

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Travel/Tourism

Virgin America 2.0 by ROKKAN  for Virgin America

ROKKAN
Virgin America, "Virgin America 2.0"
Travel & Tourism

Website Excellence: Travel and Tourism: ROKKAN; Virgin
America,

One click to find out if your flight is on time. One click to change your reservation. In fact, most of the tasks you would ever want to accomplish on an airline's Web site, Virgin has placed front and center on their homepage and made easy to access and use with one click. With its relatively simple, minimalist design (at least for an airline homepage), the Virgin site reflects the same qualities as its brand - and it's even slick enough that you could imagine Branson using it. 

Credits: Chung Ng – UX Director, ROKKAN Annie Wong – UX Lead, ROKKAN Emily Tong – Information Architect, ROKKAN Charles Bae – Creative Director, ROKKAN Dina Lindner – Art Director, ROKKAN Nicole Rannou – Production Director, ROKKAN

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Youth

Create Your Own Comic: A Website Fit for a Superhero  by 360i and Marvel Entertainment  for Marvel Entertainment

NBC Universal, which acquired rights to the Hallmark Channel internationally in 2007, is swapping the famed moniker in the U.K. for one of its well-known brands. The network will be known as Universal Channel starting in October -- part of NBCU's efforts to elevate the Universal brand, around since 1912, across the globe.

Also, as Hallmark Channel in the U.K. offers a slew of popular dramas such as "House" and "Law & Order: SVU," NBCU felt the programming did not necessarily fit with the "family friendly" image cultivated by the network in the U.S.

"We know it will appeal to both our existing fan base and a whole new audience who may not have previously been familiar with the Hallmark Channel brand," said Laurence Dawkin-Jones, an executive with Universal Networks International, the NBCU division that offers Hallmark in 150-plus countries.

NBCU said it is looking for five brands to serve as a platform for its pay-TV channels internationally: Syfy Universal, Studio Universal, Diva Universal, 13th Street Universal and Universal Channel. Hallmark has become Universal Channel in Australia and Africa.

NBCU received rights to Hallmark Channel outside the U.S., where it is owned by Crown Media, through a deal with Sparrowhawk Media. In the U.K., the brand is distributed by providers BSkyB and Virgin Media.

ABC series "Rookie Blue" will be joining Universal Channel in the U.K.

Credits: N/A

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