Winners

2015 Best in Show

Online Advertising Creativity

Drinkable Advertising by Ogilvy New York for The Coca-Cola Company / Coke Zero

Convincing a generation of water-drinkers to embrace soda is no easy task. Stepping up to the challenge, Ogilvy New York partnered with Shazam to create a seamless symphony of experiential creatives spanning every channel imaginable. With some virtual magic, the team turned TV, radio and out-of-home into an invitation to pour a Coke Zero directly into people’s phones, in real-time -- and, in the process, delivered the best sampling results in the history of the brand.

Credits: Advertising Agency: Ogilvy New York Chief Creative Officer: Chris Garbutt Chief Creative Officer: Corinna Falusi Creative Directors: Milton Correa, Jones Krahl Art Directors: Andreas Hoff, Milton Correa, Fabio Natan Copywriters: Jones Krahl, Carolina Saraiva President: Adam Tucker Executive Group Director: Nicole Pinochet Account Management: Marissa Guerra, Jennifer Miller & Tania Zorrilla Executive Director, Digital Production: Angela Fung Executive Producer, Digital Production: Ami Moore Executive Director, Digital Technology: Jason Wurtzel Technology Management: Jordan Saletan, Edward Szeto Software Development: Joseph Laquinte, Josh Berry, Lynn Maharas, Nathaniel Jones DevOps: Greg Jones, Brian McCarthy Quality Assurance: Raul Morales, Allison Rowley Executive Producer, NA: Patti McConnell Director, Content Production - Art: Cindy Rivet Content Production: Jessica Fiore, Marianne Waldron, Kelly Allen, Michael Freeman Worldwide Head of Planning: Colin Mitchell Planning: Kristian Baek, Ned Sonnenschein, Megan Meza Digital Production Company: Bossa Audio Studio: Sticky Audio Labs Audio Studio: Beacon Street Studios Audio Studio: Heard City Sound Design: Junto Sounds Film Production: MJZ (Director: Irv Blitz) Film Production: Method Studios / Company 3 Film Production:Cut+Run (Editor: Joel Miller) Media Agency: Starcom MediaVest Group

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Integrated Online Campaign

#LikeAGirl by Starcom MediaVest Group for P&G Always

#LikeAGirl campaign's powerful message inspired confidence and empowerment, sparking a social movement .The video, created by Starcom MediaVestGroup, explored what it means to do things "like a girl." The storytelling and message were amplified through YouTube, social channels and search. The campaign gained massive momentum with a Super Bowl spot. #LikeAGirl generated 76 million+ views across 150 countries and 4.5 billion+ earned impressions, and generated 99% positive sentiment.

Affiliated Agency: Leo Burnett, MSL Group

Credits: -

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Web Site Excellence

Favela United by TSN & TWG for TSN


In an ingenious combination of photography, audio and video, TSN & TWG launched “Favela United;” a narrative depicting the positive impact of street soccer on young girls in Rio de Janeiro. Utilizing multi-platform interactivity, “Favela United” demonstrates how immersive website design — through hand-crafted typography, ambient music, and high speed transitions — can amplify a powerful and emotional narrative.

Affiliated Agency: TWG: Digital design & development

Credits: TSN Rick Westhead - Sr. Correspondent Josh Shiaman - Sr. Feature Producer Ken Volden, Vice President & Executive Producer Lennon Landry - Manager, Digital Products Chris Collie - Head of Digital Products TWG Martin Miskelly, Designer Liam Thurston, Design Lead Haris Mahmood, Developer Wes Johnson, Sr. Developer Eric Wichman, Sr. Project Manager Rob Domagala, Directory of Strategy

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2015 Member's Choice

Online Advertising Creativity

Sense8 Degrees of Music Separation by Sense8 Degrees of Music Separation by MEC & Spotify for Netflix

The Netflix original series, Sense8, follows eight people across the globe who telepathically experience each other’s lives. Mirroring this concept, Netflix & MEC partnered with Spotify to create a hub that analyzed a person’s listening habits to create a global musical map that included videos and character information along with custom playlists. Promoted through paid and organic social chatter, it became one of the highest performing entertainment campaigns on Spotify to date.

Affiliated Agency: Sense8 Degrees of Music Separation by Netflix, Spotify & MEC for Netflix

Credits: Cody Creelman, Sr. Media Planner, MEC San Francisco Claire Sokolich, Assistant Media Planner, MEC San Francisco Sean McNamara, Digital Director, MEC San Francisco Carley Rosenberg, Digital Manager, MEC San Francisco Brendan Sullivan, Account Manager, F# Ian Seah, Project Manager, F# Aric Philips, Account Director, F# Rachael Haley, Sr. Marketing Manager, Netflix Arnell Davis, Manager, Original Series Marketing, Netflix Hannah Gullixson, Manager, Originals Marketing, Netflix Megan Imbres, Director of Marketing, North America, Netflix Kristen Meadows, Account Manager, Spotify Rachel Gross, Sales Planner, Spotify Marie Abesamis, Account Director, Spotify Michael Jackel, RVP, West Coast Sales, Spotify

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Integrated Online Campaign

Barber In A Box by Schwarzkopf Professional for Schwarzkopf Professional

Using delightfully over-the-top videos, Schwarzkopf Professional made up for its small size with big laughs, positioning Canadian barber Matty Conrad as its grooming guru, equal parts James Bond and Ron Burgundy. Messaging about the “Barber In A Box” product was aimed at stylists and salon owners, but reached consumers, too, with each channel driving traffic back to a single landing page. QR codes kept engagement with stylists going, even after purchase.

Affiliated Agency: Jeff Gentner Productions (Strategy), Beach House PR (PR & Social), DM2 (Social), Hawke Media (Social)

Credits: Jeff Gentner & Sonya Latreille

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Web Site Excellence

http://www.thecrumpledball.com/ by The VIA Agency for The VIA Agency

The VIA “Crumpled Ball”, pays tribute to all the ideas that are left on the floor, the ones that fell short, but inspired us to go further. The agency captured artists discussing their creative process. Each answered a question: What did you have to give up in order to go forward? The answers were written down and then crumpled up (hence the program name). The content was illuminating and uncommon, a peak into the creative process.

Credits: Greg Smith: Chief Creative Officer Mary Hanifin: Executive Director of Production Teddy Stoecklein: Executive Creative Director Mike Daitch: Group Creative Director Dustin Levine: Producer Sven Fahlgren: Senior Producer Same Peisner: Assistant Editor Alexa King: Production Coordinator Zack Richards: Camera Operator Jack Murray: Camera Operator Steve Holt: Copy Writer

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Online Advertising Creativity 2015 Winners

Advertising/Promotion Website or Microsite

US Open Sessions by Ogilvy New York  for IBM

IBM teamed up with Ogilvy NY and James Murphy of LCD Soundsystem to create an algorithm that would transform tennis match data from the US Open into music. Through a visualizer on a custom mobile website, users were able to view how updates in a match influenced the pitch and tempo of each song. By the end, 187 tracks were composed, with James remixing his 12 favorites into an album called “Remixes Made With Tennis Data.”

Credits: Advertising Agency: Ogilvy New York Chief Creative Officer: Steve Simpson Executive Creative Director: Christopher Reardon, Ryan Blank, Mike Hahn Associate Creative Director: Nicholas Rezabek, Lauren Costa, Denise Zurilgen Art Director: Susan Murphy, Mike Lomanto Copywriter: Shannon Murphy Chief Production Officer: Matt Bonin Executive Director of Digital Production: Angela Fung Director of Project Management: Sebastian Aresco Executive Producer: David Ross, Karl Westman, Lee Weiss Producers: Chris Mazur, Danielle Magee, Matt Arnold, Julie Teicher Executive Director, Digital Technology: Jason Wurtzel Associate Director of Technology: Jessica Criscione Senior Technology Manager: Nate Schilling Associate Director of Development Operations: Alex Dziena Director of Quality Assurance: Raul Morales Senior Quality Assurance Analyst: Allison Rowley Group Planning Director: Magnus Blair Planning Director: James Friedman Senior Planner: Kenan Ali Group Account Director: Jeremy Kuhn Management Supervisor: Nicole Vilalte Account Supervisor: Josh Shaner Asst. Account Executive: Lindsay Jaffe Global Managing Director: Patty Sachs Associate Media Director: Sarah Wilson Media Planner: Caroline Haines Senior Digital Strategist: Esther Ahn Social Strategists: Eric Drumm, Shanthi Blanchard Digital & Content Strategist: Sonya Rhee Digital Production Company: Tool of North America Creative Directors: Patrick Gunderson, Michael Sevilla Executive Producers: Christopher Neff, Dustin Callif, Oliver Fuselier Front-End Developer: Josh Beckwith Technology Manager: Vincent Toscano Canvas Developer: Felix Turner, Shane Mielke Junior Front-End Developer: Caliandra Harmon Back-End Developer: Peter Tupper, Colin Nickerson Senior Interactive Producer: Simi Dhillon Interactive Producer: Chris Kaliszewski Photographer: Jake Chessum Music House: James Murphy Composer: James Murphy Head Engineer: Matt Shaw Engineer: Sebastian Raeder Engineer: Randolph Moon Production Company: Whiskey Tango Foxtrot Director: Jac Cheairs, Steven Andrew Garcia Executive Producer: Robert Helphand Line Producer: Luke McCullough Editing House: Friendshop Editor: Bryan Wetzel, Michael Distelkamp Producer: Adam Roe Sound Design & Audio Mix: Heard City Sound Designer/Mixer: Cory Melious, Dan Flosdorf, Evan Mangiamele Sound Design: Dusk Notes Sound Designer: Cory Metzinger, Celia Kim Events Management: TH Productions

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Banner: Standard/Flash/Rich Media

Living Photos by Critical Mass  for Travel Alberta

The campaign for Travel Alberta, which features banner ads with cinemagraphs, drew on research showing that people are drawn to landscapes. For the campaign, Critical Mass took video footage and, in partnership with Flixel, created a suite of animations. The relatively small file size of cinemgraphs meant that the agency could easily share the ads through various platforms and channels, including Imgur and Tumblr.

Affiliated Agency: C&B Advertising

Credits: Conor Brady, Critical Mass, Chief Creative Officer Jason Delichte, Critical Mass, Executive Creative Director Christiaan Welzel, Critical Mass, Creative Director Brian Allen, Critical Mass, Senior Art Director Carl Lukasewich, Critical Mass, Senior Art Director Gavin Morrissey, Critical Mass, Senior Motion Designer Dwayne Connolly, Critical Mass, Motion Designer Director Colin Stange, Critical Mass, Senior Designer Stefan Smith, Critical Mass, Senior Copywriter Jared Folkmann, Critical Mass, Group Strategy Director Scott King, Critical Mass, Strategy Director Scott Sinclair, Critical Mass, Strategy Director Kyle Bottoms, Critical Mass, Senior Strategist Natalie Matti, Critical Mass, Account Director Amy Dyson, Critical Mass, Senior Project Manager Katy Devine, Critical Mass, Project Manager

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Content Marketing: Single Execution

Conan Visits Taco Bell by Turner Entertainment Networks  for Turner Entertainment Networks

Taco Bell and Turner Entertainment Networks were fortunate to have Conan O’Brien on hand for their content marketing execution. Using a TV segment where Conan gives “Team Coco’s” IT director, Chris Hayes, a hysterical tour of the Taco Bell HQ, a custom branded environment, supported with banners, home page promotion, roadblocks, and a shareable gallery was created on the Team Coco website. The video generated 2.9 million video views and over 17,000 hours of viewing time within Taco Bell’s branded page on TeamCoco.com.

Credits: Team Coco

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Content Marketing: Campaign

What Lives Inside by Pereira & O'Dell  for Intel + Dell

To help Dell and Intel promote the new Venue 8 tablet, Pereira & O’Dell created a multi-part, dramatic fantasy series called “What Lives Inside,” and invited users to submit drawing of creatures that could be animated into the series. The campaign resulted in over 1.5 million social interactions, 6,000 character submissions, 1,150 articles in the press, over 43 million total views in the US.

Credits: Intel Partnering Marketing Manager: Ryan Baker Global Account Director: Michelle Megarry Executive Producer: Billie Goldman Dell Executive Director of North America Marketing: Marissa Tarleton Partner Programs Director: Michael Lambert Media Communications Sr. Advisor: Natalie Greeson Agency: Pereira & O’Dell Chief Creative Officer – PJ Pereira Executive Creative Director – Jaime Robinson Robert Lambrechts – Creative Director Creative Director – Jason Apaliski Author: Robert Lambrechts VP Production – Jeff Ferro Sr. Producer Elisa Moore – Sr. Integrated Producer – Erin Davis Sr. Integrated Producer – Leslie Ernst Trailer and Interactive Editor – Collin Kriner Senior Designer – Moses Kelany Co-¬‐Director of Client Services – Henry Arlander Account Director – Marisa Quiter Account Executive – Jessy Baer VP of Media – Josh Brandau Media Strategist – Pete Fishman Project Manager – Adam Russell Project Manager – Lauren Parker Production Intern – Josh Diaz Business Affairs - Russ Nadler Creative – Chris Adam Creative – Ross Cavin Production Company: RSA Films Visual Effects – MPC Title Design and Post Production Supervision: Laundry! Mix and Sound Design: 740 Sound Interactive Production Company: STOPP

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Email: Campaign

Firefox + You Newsletter by DEG  for Mozilla

DEG redesigned Mozilla's “Firefox + You” newsletter template in order to optimize engagement with a large and diverse audience. The new email is designed with mobile in mind, as a single column with more engaging imagery. It is full of clear calls to action both for the tech savvy and the not-so tech savvy. DEG also worked to provide faster performance speeds for the audience in emerging markets.

Affiliated Agency: DEG

Credits: Brent Walter (Marketing Automation Strategist)- DEG, Brian Graves (UI Team Lead)- DEG

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Contest/Promotion/Sweepstakes

Level 48 by Pereira & O'Dell  for Skype

What better way to reach its target audience than creating a live-streamed game on the Xbox One and using Bobby Lee and College Humor’s Jake & Amir in the bargain?! Inviting fans to take control brought about an engagement Skype could only dream of: a 66% growth in purchase consideration, a 30% hike in Skype Feature awareness on Xbox, and 49% over delivery of paid media impression.

Credits: Agency: Pereira & O'Dell PJ Pereira, Chief Creative Officer Jonathan Woytek, Creative Director Brett Beaty, Sr Art Director Ben Sweitzer, Art Director Simon Friedlander, Writer Chris Ryan, Writer Carolina Penner, Designer Aaron Rodriguez, Designer Jeff Ferro, VP of Production Kelsie Van Deman, Executive Producer Ivy Truong, Account Director Ali Forgeron, Management Supervisor Michael Reardon, Account Manager Conrad Schuman, Project Manager Molly Cabe, Associate Strategy Director Jasmine Summerset, Associate Strategy Director Liz Wood, Media Strategist Oliver Berbecaru, Media Strategist Katie McKinley, Assistant Media Strategist Kallie Halbach, Director of Business Affairs Jaime Szefc, Business Affairs Manager

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Home Page Takeover

Variety Home Page Takeover - History of Innovation by UM  for Sony Electronics

Sony and Variety partnered to illustrate Sony’s long history of innovation and cultural relevancy. This HISTORY OF INNOVATION campaign searched Variety’s archives to resurfaced over 50 seminal news stories in TV, Film, Music and entertainment from the 1960’s and connected Sony’s product history with them. These articles were presented on a custom Variety homepage with a timeline slider that enabled the reader to experience the stories through the years, paired with era-appropriate ads for Sony products.

Affiliated Agency: Wieden + Kennedy(Creative), Variety(Publisher)

Credits: Credits: Karen Hunt, EVP – UM; Dan Pierce, SVP – UM; Randy Hastings, Partner – UM; Jason Yoong, Associate Director – UM; Peter Bhusiririt, Manager – UM; Tony Chanes, Sr. Associate – UM; Patrick Jurga, Associate – UM; Chris Groom, Creative Director; Stuart Brown, Creative Director - W+K; Matt Lever, Copywriter - W+K; Helen Rhodes, Art Director - W+K; Caio Lazzuri, Art Director - W+K; Tricia Huetig, Producer - W+K; Eddye Borgese, Producer - W+K; Josie Goldberg, Social Strategy - W+K; Anibal Casso, Strategic Planning - W+K; Kelly Muller, Media/Comms Planning - W+K; Trish Adams, Account Team - W+K; Diana Gonzalez, Account Team - W+K; Marcelina Ward, Account Team - W+K; Joe Staples / Mark Fitzloff - Executive Creative Directors - W+K; Ben Grylewicz - Agency Executive Producer – W+K; Andy Prince, Digital Designer – W+K;  Michelle Fine-Smith, Sales Manager – Variety; Stuart Oldham, Managing Editor – Variety; Gabriel Koen, Technical Lead – Variety; Nicola Catton, Project Lead – Variety; Craig Perreault, Business Lead – Variety;

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Mobile: App

Target Holiday Wish List by SapientNitro  for Target Corporation

SapientNitro worked alongside Target and a local animation studio to design and develop a game experience set inside the Target Toy Factory. The game's features included 3D-animated rooms, avatar characters, wishlist creation and a letter to Santa. Parents were able to access their kids' wish lists and share them with others. The lists were also searchable in-store and on Target.com, enabling parents, friends and family to avoid giving duplicate gifts.

Credits: SapientNitro Gaston Legorburu, Worldwide Chief Creative Officer Adina Dahlin, Director, Client Services John Biondi, Creative Director Mark Wagner, Associate Creative Director Amy Martin, Sr. Art Director Drew Lintvedt, Art Director Jeff Mueller, Copywriter Arpit Jain, Director of Technology Sumith Sukumaran, Manager, Business Consulting Alex Silverman, Manager, Mobile Solutions Ben Wakeman, Sr. Architect Refa Dcosta, Sr. Architect Elena O’Donnell, Sr. Manager, Interactive Program Management Katie Murphy, Interactive Program Manager FUSE Animation Studio Josh Grundmeier, Creative Director

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Mobile: Integration Cross Platform

Drinkable Advertising by Ogilvy New York  for The Coca-Cola Company / Coke Zero

Convincing a generation of water-drinkers to embrace soda is no easy task. Stepping up to the challenge, Ogilvy New York partnered with Shazam to create a seamless symphony of experiential creatives spanning every channel imaginable. With some virtual magic, the team turned TV, radio and out-of-home into an invitation to pour a Coke Zero directly into people’s phones, in real-time -- and, in the process, delivered the best sampling results in the history of the brand.

Credits: Advertising Agency: Ogilvy New York Chief Creative Officer: Chris Garbutt Chief Creative Officer: Corinna Falusi Creative Directors: Milton Correa, Jones Krahl Art Directors: Andreas Hoff, Milton Correa, Fabio Natan Copywriters: Jones Krahl, Carolina Saraiva President: Adam Tucker Executive Group Director: Nicole Pinochet Account Management: Marissa Guerra, Jennifer Miller & Tania Zorrilla Executive Director, Digital Production: Angela Fung Executive Producer, Digital Production: Ami Moore Executive Director, Digital Technology: Jason Wurtzel Technology Management: Jordan Saletan, Edward Szeto Software Development: Joseph Laquinte, Josh Berry, Lynn Maharas, Nathaniel Jones DevOps: Greg Jones, Brian McCarthy Quality Assurance: Raul Morales, Allison Rowley Executive Producer, NA: Patti McConnell Director, Content Production - Art: Cindy Rivet Content Production: Jessica Fiore, Marianne Waldron, Kelly Allen, Michael Freeman Worldwide Head of Planning: Colin Mitchell Planning: Kristian Baek, Ned Sonnenschein, Megan Meza Digital Production Company: Bossa Audio Studio: Sticky Audio Labs Audio Studio: Beacon Street Studios Audio Studio: Heard City Sound Design: Junto Sounds Film Production: MJZ (Director: Irv Blitz) Film Production: Method Studios / Company 3 Film Production:Cut+Run (Editor: Joel Miller) Media Agency: Starcom MediaVest Group

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Mobile Marketing: Single Execution

#WatchingPaintDry by Racepoint Global  for Glidden Paint, a paint brand of PPG

Watching paint dry is short for dull. On behalf of paint brand Glidden, however, Racepoint Global managed to transform the task into an edgy and engaging mobile media event. How? The agency put the paint at the center of a live Periscope feed, and then invited people to tweet about it for a chance to win free cans of Glidden and cash prizes. Racepoint also targeted DIYers with promoted tweets, generating nearly 10 million impressions, and about 20,000 Periscopes “hearts.”

Credits: John Gonnella, Executive Creative Director Laura Smith, Vice President, Account Services Margo Monnier, Senior Vice President, Account Services Isadora Dunne, Senior Copywriter Rose Yaksic, Media Supervisor Shona Rosenblum, Senior Account Executive Seth Hatfield, Art Director Sarah Richelson, Manager, Delivery Management Alexandra Bruce, Media Planner Amanda McCarthy, Account Executive Rick Pires, ‎Technical Support Specialist

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Mobile Marketing: All Mobile Campaign

Destiny by OMD  for Activision

To boost the launch of their latest game, Destiny, Activision created immersive interstitial mobile ads that put gamers into Destiny Planet View. Here users could preview the actual experience of the game environment, using swiping and tilting interactions. The campaign was promoted using media stacking environments in social and Web channels to own gamers’ attention wherever they went. Delivering over 195 million impressions and over 1 million unique users in its first week (6 mins. average engagement), the campaign excelled.

Affiliated Agency: 72 & Sunny

Credits: Caroline McNiel, Activision, Vice President, Global Media Simone Lengyel, Activision, Senior Director, Global Media Natalie Holbrook, OMD, Group Director Michael Bynon, OMD, Supervisor Jonathan Anastas, Activision, Vice President, Digital Marketing David Blaser, Activision, Director, Digital Marketing Ryan Crosby, Activision, Vice President, Consumer Marketing Todd Harvey, Activision, SVP, Consumer Marketing Tim Ellis, Activision, EVP, Chief Marketing Officer Eric Hirshberg, Activision, CEO

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Native Advertising: Single Execution

Grit & Grace by Giant Spoon  for Cole Haan

Cole Haan asked Giant Spoon to help reinvigorate the brand and connect with affluent women for its Fall 2014 season, building off its “History Begins Here” platform, which pays tribute to female innovators and entrepreneurs. The program would also highlight Cole Haan’s partnership with the New York City Ballet and its new line of ballet-inspired fashions. Giant Spoon tied it all together with “Grit & Grace,” a native ad execution featuring ten mini-documentaries created with the New York Times’ T Brand Studio, complemented by text, behind-the-scenes video, and dramatic photos. Distributed across NYT as well as Cole Haan’s own channels, the mini-docs gave viewers a window into the lives of three NYCB ballerinas, each revealing a compelling mix of determination and elegance. Traffic to Cole Haan’s website doubled during peak periods of activation, and users have spent approximately 30% more time on the site compared to other areas.

Credits: Giant Spoon: Alan Cohen - Co-Founder Trevor Guthrie - Co-Founder John Ohara - SVP of Strategy Caleb Smith - Senior Strategist Cole Haan: David Maddocks - Chief Marketing Officer Erin Riley - VP of Global Marketing Megan Lindstrand - Director of Brand Communications Andy Gray - VP Creative Director Michelle Turli - Associate Marketing Manager New York Times: Alex Casner- Producer - T Brand Studios Stephanie Fleischman - T Brand Studios Mark Lloyd - Fashion Director

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Native Advertising: Campaign

Land Rover: The Vanishing Game by Mindshare  for Land Rover

Land Rover wanted to raise its profile and highlight its association with adventure using its loyal fan base’s own stories. In its native campaign created by Mindshare, stories from Land Rover owners were woven into an interactive text and video novella titled “The Vanishing Game.” The campaign unfolded on sites like Quartz, which amplified the episodes with related, custom content. The campaign also included downloadable e-books and audiobooks, resulting in over 100,000 e-book downloads from Amazon.

Affiliated Agency: Y&R/Wunderman Creative Agency

Credits: Kim McCullough VP Marketing Jaguar Land Rover Ken Bracht Communications Manager Land Rover Kim Kyaw Digital Marketing & Social Media Manager Land Rover Danielle Koffer EVP Mindshare Karen Bennett Managing Director Mindshare Derek Topel Director Mindshare Grace Robbins Comms Planner Mindshare Dan Eckrote Associate Director Mindshare Regina Revisto Associate Director Mindshare Michael Mercede Manager Mindshare Matt Renzulli Manager Mindshare Catherine Young Senior Associate Mindshare Olivia Grow Associate Mindshare Priscilla Arguinzoni Director Mindshare Brandon Lane Associate Director Mindshare Rob Pyeatt Senior Associate Mindshare Aaron Kim Associate Mindshare Raunak Munot Social Director Mindshare Nancy Aresu Y&R Kathy Stahler Account Director Y&R Mark Sobier Creative Director Y&R Greg Farley Creative Y&R Phil Lieberman Wunderman Tara Frey Planner Y&R

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Social: Newsjacking

Ready, Set, Goooolf! by MediaCom  for Volkswagen

How could Volkswagen -- which was not an official sponsor -- bring World Cup excitement and action to its Golf GTI launch? By posting an "instant replay” immediately after every goal, featuring GTIs as the players. The videos were uploaded onto social media and alongside live streams. The hugely successful campaign drove an 843% rise in Twitter mentions of VW, a 200% increase in VW model page visits, and achieved 122% of its sales objective.

Affiliated Agency: Deutsch LA (creative), Edelman (PR), Creative On Demand (creative), Flashtalking (digital)

Credits: David Fasola MediaCom Managing Partner, Director of Planning Joanne Diaz MediaCom Senior Partner, Associate Director Daniel Han MediaCom Associate Media Director Sean Williamson MediaCom Partner, Communications Planning Director Adnan Brankovic MediaCom Managing Partner, Group Account Director Alec D’Antonio MediaCom Digital Media Planner

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Rich Media: Campaign

The Hunger Games: Mockingjay - Part 1 Online Media by AvatarLabs  for Lionsgate

Hoping to combat the franchise fatigue that sets in after a movie or three, Lionsgate and AvatarLabs went big with its promotional approach to “The Hunger Games: Mockingjay - Part 1.” They “took over” popular gaming site IGN.com, via a video of one character making a huge announcement about another. At its conclusion, the page was strikingly set aflame, in a manner consistent with the movie’s key art, revealing a semi-hidden button that led viewers to a series of character profiles.

Credits: Lionsgate AvatarLabs

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Rich Display Media: Single Execution

Jaguar Alive 5 by Crucial Interactive  for Jaguar

Crucial Interactive created a choose your own adventure type campaign for Jaguar. Once users clicked on a Jaguar Alive 5 banner, actor and spokesman Nicholas Hoult escorted users through Jaguar’s secret underground lab, where a series of tests were performed, from crash-testing a car to seeing a Jaguar withstand extreme heat and extreme cold climates. Users selected the videos played and at the conclusion could schedule an in-person test drive at their local dealer.

Affiliated Agency: Mindshare- Digital Strategy, Young & Rubicam- Creative

Credits: Andrew Bester (Account Executive, Crucial Interactive), Ryan Noonan (Digital Manager, Mindshare Worldwide), Janeal Phillips-Orr (Account Supervisor, Young & Rubicam), Walter Zanel (Communications Manager, Jaguar Land Rover Canada), Spark44 (Video Production)

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Search Marketing: SEM Campaign

The Power of Programmatic Search by Starcom MediaVest Group  for Samsung

Starcom MediaVest Group developed a programmatic search campaign for Samsung where potential customers were targeted using keywords. It required lots of data -- site, offline, first and third party, and look-alike models -- combining BlueKai Search DMP with what the agency calls the "first-ever programmatic search deal" using Google's Remarketing List for Search Ads. After three months, click through rates more than doubled with a 105% lift relative to non-programmatic search buying. Non-branded impressions per market share also rose 20%.

Credits: -

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Search Marketing: SEO Campaign

#RedKettleReason Holiday Giving Campaign by The Richards Group  for The Salvation Army

The Salvation Army campaign this year got a makeover, driving an increase in click-through rates and reduction in cost per clicks. Restructuring ad groups, creating a lengthy list of keywords generated more traffic to the Web site and donations by creating niche audience segments, from brand specific to generic charity related. Through continual A/B testing, the campaign drove up conversion rates, donation revenue, and return on ad spend. Paid search exceeded its donation revenue goal by more than 100%, raising more than $2 million. The return on ad spend rose more than 35% to $8.3 compared with the previous year.

Credits: Robert Kurtz- Search Planner, The Richards Group Erin Benavides- Search Planner, The Richards Group

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Social: Campaign Across Platforms

Taco Bell Blackout by DigitasLBi San Francisco  for Taco Bell

In a bid to draw consumers to its new mobile ordering app, Taco Bell decided that plugging away on all of its social channels wouldn’t get the job done. So instead, the company decided to do the exact opposite — it “blacked out” all of its social channels for a short period of time to generate buzz. Taco Bell’s unique decision to use social by visibly not using social led to 2.6 million people to download the app.

Credits: ALL DIGITASLBI Ronald Ng – Chief Creative Officer, North America Dave Marsey – San Francisco Managing Director Morgan Carroll – EVP / Executive Creative Director Eric Dean – SVP / Executive Creative Director Paul Bjork – VP / Creative Director Brad Meyers – VP / Creative Director James Duffy – Associate Creative Director Greg Coffin – Associate Creative Director Jason Moy – Senior Copy Writer Gwen Barker – Executive Producer Taylor Humphreys – Associate Producer Kira Romansky – Associate Director, Integrated Production Dean Rubinstein – VP / Group Director, Account Ashley Heltne – Account Director Andrew Furth – Account Manager Aushlee Cummins – Account Manager Hanna McPhee – Account Executive Eliza Lochner – VP / Director, Creative Strategy Jean-Michel Hoffman – Associate Creative Strategist John Tuchtenhagen – VP / Group Director, Media Larisa Johnson – Media Supervisor Carley Rosenberg – Media Supervisor Oliver Berbecaru – Media Planner Nadia Last – Associate Media Planner

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Social: Facebook Campaign

Be Sure It's Secure by Havas Worldwide Chicago  for Hefty

Sometimes the best way to go big is to go small -- especially when you don’t have much cash. That was certainly the case with Havas Worldwide Chicago and Hefty, who had to raise brand awareness on a budget that was -- by their own estimate -- about 400 times smaller than the leading competitor. The resulting “Be Sure it's Secure” campaign showed off the strength of Hefty bags with a series of scaled-down scenarios replete with miniature props and nifty stop-motion photography -- perfect for the small screens that most people use to peruse Facebook.

Credits: Jason Peterson, Chief Creative Officer, Havas Worldwide Chicago Ecole Weinstein, Group Creative Director, Havas Worldwide Chicago Shelby Georgis, Associate Creative Director, Havas Worldwide Chicago Cam Giblin, Art Director, Havas Worldwide Chicago Matt Bush, Copywriter, Havas Worldwide Chicago Chris Hainey, Photographer, Havas Worldwide Chicago

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Social: Pinterest Campaign

MAN-O-FLAGE by TDA_Boulder  for FirstBank

Women may use Pinterest predominantly, but men might need some DIY ideas occasionally. TDA_Boulder created a campaign for FirstBank mortgages to get men excited about buying and subsequently decorating their first home. The agency created MAN-O-FLAGE, a male-friendly browser skin that’s downoadable via Firefox and allows men to browse Pinterest completely without anyone noticing. Men can see select "Meats," "Power Tools" or "Sporting" skins, which allow just one Pinterest image at a time. Other photos are replaced by pictures of raw beef, drill bits, or a fly tackle box.

Affiliated Agency: Dirty Robber Productions

Credits: Jonathan Schoenberg: Executive Creative Director at TDA_Boulder. Jeremy Seibold: Creative Director at TDA_Boulder Barrett Brynestad, Senior Art Director at TDA_Boulder. Dan Colburn: Copywriter at TDA_Boulder Danielle Borden: Agency Producer at TDA_Boulder. Media Director: Sam Johnson Dirty Robber: production company. Micha Perta: Director at Dirty Robber. Jason Puris: Executive Producer at Dirty Robber. Chris Uttewiller: Executive Producer at Dirty Robber. Celeste Diamos: Editor.

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Social: Use of Single Platform, Other

#SpeakBeautiful by Mindshare  for Dove

As the brand who pioneered the message of real beauty radiates from within and comes in different shapes and sizes, Dove continues its effort in promoting women’s confidence by launching the #SpeakBeautiful movement on Twitter during the Oscars. The campaign aims for the moment when tweets about negative body image peak to combat the low self-esteem society’s beauty standards have cast on many women, and received positive results on reversing the trend.

Affiliated Agency: Vayner, Social Agency

Credits: Cindy Gustafson, Invention Studio Managing Director, Mindshare Melissa Coffas, Strategic Planning Managing Director, Mindshare Laura Powers, Strategic Planning Director, Mindshare Joey-Lyn Addesa, Social Director, Mindshare Lisa DiBenedetto, Digital Investment Managing Director, Mindshare Anne Balestrieri, Strategic Planning Associate Director, Mindshare

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Interactive Creative

Nike Phenomenal Shot: A Google Art, Copy & Code Project  by Grow/Wieden + Kennedy/Mindshare/Google Creative Partnerships  for Nike / Google

Grow turned soccer's magic moments into digital real-time currency by capturing the sport's greatest players in their best moments during games. The campaign, Phenomenal Shot, let global fans participate by sharing their favorite moments of Nike athletes just seconds after they happened through 3D ads that ran during the World Cup. More than two million fans from 200 countries engaged with the ads. When Brazil's Neymar Jr. scored two goals in the first half of the Cameroon match, or when USA's Tim Howard had a series of saves during a game with Portugal, the campaign turned those plays into shareable digital bites within 10 seconds.

Credits: Drew Ungvarsky, Executive Creative Director, Grow Eric Green, Account Director, Grow Eamon Wyse, Production Director, Grow Brian Walker, Technology Director, Grow Quan Hoang, Creative Director, Grow Matt Clack, Associate Creative Director, Grow Jeff Whitlock, Lead Producer, Grow Nate Witte, Lead Developer, Grow Bruno Porrio, Art Director, Grow Joe Branton, Design Director, Grow Keith Kaminski, Producer, Grow Jordan Crisman, Producer, Grow Matt Campbell, Developer, Grow Gabe Molochko, Developer, Grow Ann Yuan, Developer, Grow Darius Pilapil, Developer, Grow Zach Young, Developer, Grow Lookmai Rattana, Developer, Grow Will Jardine, Developer, Grow Jeff Penano, Developer, Grow Josh Newton, Designer, Grow Brian Villalon, Designer, Grow Tom Söderlund, Producer, Goo Technologies Martin Sjölin, Associate Producer, Goo Technologies Rickard Herlitz , Technical Director, Goo Technologies Magnus Östergren, Creative Director, Goo Technologies Oskar Åbrink, Lead Client Developer, Goo Technologies Jon Svenonius, Head of Studio, Goo Technologies Joakim Areschoug, Artist, Goo Technologies Nils Friberg, Artist, Goo Technologies Robert Krupa, Artist, Goo Technologies Alex Lusth, Artist, Goo Technologies Niklas Hallin, Artist, Goo Technologies Robin Portnoff, Artist, Goo Technologies Christian Christiansen, Artist, Goo Technologies Stefan Hedman, Software Engineer, Goo Technologies Christian Östman, Software Engineer, Goo Technologies Alberto Ponte / Ryan O'Rourke / Dan Viens, Creative Director, W+K Portland Adam Sirkin / Jeff Ackley, Developer, W+K Portland Nilesh Ashra, Director of Creative Technology, W+K Portland Jason Glover, UX Designer, W+K Portland Patrick Marzullo, Director of Interactive Production, W+K Portland Ben Oh, Senior Interactive Producer, W+K Portland Byron Oshiro, Interactive Producer, W+K Portland Greg White , Digital Strategist, W+K Portland Daniel Sheniak / Josh Chang / Hilary Heath, Media/Comms Planning, W+K Portland Karrelle Dixon / Alyssa Ramsey / Ricardo Hieber / Molly Rugg, Account Team, W+K Portland Jordan Schroeder, Project Manager, W+K Portland Beth Nagel, Business Affairs, W+K Portland Mark Fitzloff / Joe Staples, Executive Creative Directors, W+K Portland Ben Malbon, Director, Google Creative Partnerships Aman Govil, Team Lead, Google Creative Partnerships Mike Glaser, Brand Lead, Google Creative Partnerships Cara Clayman, Account Executive, Google Creative Partnerships Shana Opperman, Producer, Google Creative Partnerships Justin Joy, Marketing Lead, Google Creative Partnerships Andrea Faville, PR Lead, Google Creative Partnerships Pasha Nahass, Product Manager, Google Creative Partnerships Xiaohuan Li, Engineering Lead, Google Creative Partnerships Katie Rottier, Head of Industry, Google Creative Partnerships Adrien Robert, Liam MacManus, Media Planning/Buying, Mindshare Alex Webster, Managing Director, Passion Pictures Ryan Goodwin Smith, Executive Producer, Passion Pictures Anna Cunnington / Lisa Hill, Producer, Passion Pictures Kate Goodwin / Mike Turoff, Line Producer, Passion Pictures Neil Riley, VFX Supervisor, Passion Pictures Conor Ryan / Steven White, Animators, Passion Pictures Carlota Primo-Rebon / Jirka Siska, Lighting, Passion Pictures Suzanne Forward, CO-Ordinator, Passion Pictures Julian Hodgson, CG Supervisor, Passion Pictures Anthony Martin, Simulation, Passion Pictures Will Broadbent / Jonny Grew, Google TD, Passion Pictures

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Gaming

Call of Duty: Hack in Black by Edelman  for Activision

Nothing challenges like success. So when the monster game franchise Call of Duty had to turn gamers heads from their play of Black Ops 2 to it sequel they went native by hacking the gameplay itself. Snapchar Snapcodes were inserted into the virtual gaming world, intriguing players to activate a trail of clues about the upcoming game’s storyline. By hitting their target right where they lived – in the game and in Snapchat – Activision netted hundreds of new Snapchat followers. 50 million YouTube video views pile dup as players tried to unravel the clues. It was a crafty product reveal that earned 1.3 billion impression in five days.

Affiliated Agency: AKQA (Digital Content Production for Snapchat Assets)

Credits: Eric Hirshberg - Activision, CEO Tim Ellis - Activision, CMO Jonathan Anastas - Activision, VP, Global Brand Marketing Justin Manfredi - Activision, Sr. Director, Digital Marketing Monte Lutz - Activision, Global Head of PR Mike Mantarro - Activision, Vice President of PR Mark Lamia - Treyarch, Studio Head John Rafacz - Treyarch, Director of Communications & Social Media Jay Puryear -Treyarch, Director of Brand Development Sam Kennedy – Edelman, Vice President Robb Hittner – Edelman, Sr Vice President Barndi Kim – Account Director Jordan Atlas – Creative Director Robert Sinclair – Creative Director Ben Lewis – Social Media Strategist Peter Bowman – Community Manager Zach Locker – Edelman, Senior Digital Producer Taylor Rhoads – Edelman, Junior Designer Nick Strada – AKQA, Group Creative Director Eric Diem – AKQA, Creative Director Kristin Goto, AKQA, Client Partner Dan Sharkey, AKQA, Account Supervisor EB Davis – AKQA, Associate Creative Director Arturo Lindbergh – AKQA, Motion Graphic Designer Steve Uchrin, AKQA, Sr Project Manager Mallory Taylor – AKQA, Associate Designer Brendan Hurt – AKQA, Copywriter

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Social: Twitter Campaign

Bluebird by OMD  for McDonald's

No stranger to negativity, McDonald’s wanted to address the surplus of bad vibes swirling around social media -- and raise some positive awareness for itself in the process. With OMD’s help, the burger brand focused its “Lovin’” on other brands advertising during this year’s Super Bowl. McDonald’s incentivized Twitter users to play nice by giving away the same products that other brands were promoting during the big game. As a result, McDonald’s was the most talked about brand on Super Bowl Sunday, and achieved the top share of voice of brand conversations on Twitter.

Affiliated Agency: DDB, Leo Burnett

Credits: Anja Carroll, McDonald’s, VP, Consumer Connections Michael Solomon, OMD, Managing Director Kristin de Castro, OMD, Group Account Director Anna Sawicki, OMD, Supervisor

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Humor

Home-Buying Process in Plain English with Elizabeth Banks by Pereira & O'Dell, NY  for realtor.com®

To cement the Realtor.com brand as an ally to first-time home buyers, the site set out to demystify the process in a manner that wasn’t formal or pedantic. The resulting series, “The Home-Buying Process in Plain English with Elizabeth Banks,” approached an intimidating topic with wit and candor. The five episodes, which live on a distinct Realtor.com page alongside mortgage calculators and other tools for newbies, have collectively been viewed more than three million times.

Credits: Agency: Pereira & O'Dell, New York Executive Creative Director: Dave Arnold Associate Creative Directors: Jake Dubs, Alexei Beltrone Copywriter: Michelle Lamont Art Director: Maya Renz and Alex Parodi Head of Production, New York: Tennille Teague Producer: Montea Robinson Managing Director: Cory Berger Account Director: Annika Roden Account Supervisor: Jessica Williams Associate Strategy Director: Mike Lewis Strategist: Anna Bedineishvili Business Affairs Director: Russ Nadler

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Programmatic Creative

EA Sports Madden GIFERATOR: A Google Art, Copy & Code Project by Grow/Heat/Google Creative Partnerships  for EA Sports / Google

Like movies, the best way to sell a game is to show the experience. This breakthrough campaign leveraged sporting events and the “Madden GIFERATOR” to create display ads that reflected real world game play occurring in real time. Every brag-worthy play got an animated banner ad targeted specifically to fans of one of 32 NFL franchises. The campaign innovated in the use of dynamic ad creative, targeting and the use of the second screen to grab fans as they divided their attention between TV and devices. the effort ran on every game throughout the season to keep the Madden franchise top of mind. The scale and complexity of the campaign was unprecedented and showed how programmatic technology can drive creativity.

Affiliated Agency: Heat - Digital Agency; Google Creative Partnerships - Digital Agency

Credits: Drew Ungvarsky, Executive Creative Director, Grow Eric Green, Account Director, Grow Eamon Wyse, Production Director, Grow Brian Walker, Technology Director, Grow Quan Hoang, Creative Director, Grow Todd Lower, Lead Producer, Grow Ricky Williams, Lead Developer, Grow Matt Clack, Associate, Creative Director, Grow Eric Lohman, Lead Creative, Grow Sonya Parker, Producer, Grow Jordan Crisman, Producer, Grow Matt Campbell, Developer, Grow Gabe Molochko, Developer, Grow JR Smith, Developer, Grow Ann Yuan, Developer, Grow Darius Pilapil, Developer, Grow Zach Young, Developer, Grow Lookmai Rattana, Developer, Grow Will Jardine, Developer, Grow Jeff Penano, Developer, Grow Nate Witte, Developer, Grow Joe Branton, Design Director, Grow Josh Newton, Designer, Grow Brian Villalon, Designer, Grow Jason Levesque, Motion Designer, Grow Thelonius Cook, Design Production, Grow Franck Tchouambou, QA Analyst, Grow Cindy Digman, Design Production, Grow Louis McLeod, Design Production, Grow Steve Stone, Executive Creative Director, Heat Warren Cockrel, Creative Director/Copywriter, Heat Anna Rowland, Creative Director/Art Director, Heat Matthew Stafford, Digital Creative Director, Heat Jayson Hobby, Interactive Designer, Heat Will Knox, Copywriter, Heat Aaron Clinger, Director of Digital, Heat ANTHONY STEVENSON, Vice President of Marketing, EA Sports DANA MARINEAU, Vice President of Advertising and Design, EA Sports DUSTIN SHEKELL, Director of Global Creative Strategy, EA Sports SCOTT CRISSMAN, Senior Marketing Manager, EA Sports ALEXIS COX, Senior Product Manager, EA Sports JAAP TUINMAN, Senior Director, Campaign Strategy & Media Planning, EA Sports BEN MALBON, Director, Creative Partnerships, Google AMAN GOVIL, Team Lead, Art, Copy & Code, Google MIKE GLASER, Brand Lead, Art, Copy & Code, Google SHANA OPPERMAN, Producer, Art, Copy & Code, Google HILLARY COE, Creative Lead, Art, Copy & Code, Google HAI NGUYEN, Creative Technology Lead, Art, Copy & Code, Google ALISON MILLER, Program Manager, Google JUSTIN JOY, Marketing Lead, Art, Copy & Code, Google ANDREW SWARTZ, PR Lead, Art, Copy & Code, Google PASHA NAHAAS, PM Lead, Google XIAOHUAN LI, Engineering Lead, Google ERICA LARSON, Head of Industry, Google AMY LOVELACE, Account Executive, Google BRIAN STEELE, Team Lead, Google

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User-Generated Content

EA Sports Madden GIFERATOR: A Google Art, Copy & Code Project by Grow/Heat/Google Creative Partnerships  for EA Sports / Google

Football remains a popular sport, but fewer people than in the past play Madden. So Grow created Madden GIFERATOR, which let fans of football and the EA Sports Madden franchise create real-time NFL GIFs to share with friends on mobile devices in real time. The ads, tailored to NFL team fans, were delivered on smartphones just seconds after events happened on TV. Players from teams tweeted about some of the more than 420,000 GIFs shared across the Internet.

Affiliated Agency: Heat - Digital Agency; Google Creative Partnerships - Digital Agency

Credits: Drew Ungvarsky, Executive Creative Director, Grow Eric Green, Account Director, Grow Eamon Wyse, Production Director, Grow Brian Walker, Technology Director, Grow Quan Hoang, Creative Director, Grow Todd Lower, Lead Producer, Grow Ricky Williams, Lead Developer, Grow Matt Clack, Associate, Creative Director, Grow Eric Lohman, Lead Creative, Grow Sonya Parker, Producer, Grow Jordan Crisman, Producer, Grow Matt Campbell, Developer, Grow Gabe Molochko, Developer, Grow JR Smith, Developer, Grow Ann Yuan, Developer, Grow Darius Pilapil, Developer, Grow Zach Young, Developer, Grow Lookmai Rattana, Developer, Grow Will Jardine, Developer, Grow Jeff Penano, Developer, Grow Nate Witte, Developer, Grow Joe Branton, Design Director, Grow Josh Newton, Designer, Grow Brian Villalon, Designer, Grow Jason Levesque, Motion Designer, Grow Thelonius Cook, Design Production, Grow Franck Tchouambou, QA Analyst, Grow Cindy Digman, Design Production, Grow Louis McLeod, Design Production, Grow Steve Stone, Executive Creative Director, Heat Warren Cockrel, Creative Director/Copywriter, Heat Anna Rowland, Creative Director/Art Director, Heat Matthew Stafford, Digital Creative Director, Heat Jayson Hobby, Interactive Designer, Heat Will Knox, Copywriter, Heat Aaron Clinger, Director of Digital, Heat ANTHONY STEVENSON, Vice President of Marketing, EA Sports DANA MARINEAU, Vice President of Advertising and Design, EA Sports DUSTIN SHEKELL, Director of Global Creative Strategy, EA Sports SCOTT CRISSMAN, Senior Marketing Manager, EA Sports ALEXIS COX, Senior Product Manager, EA Sports JAAP TUINMAN, Senior Director, Campaign Strategy & Media Planning, EA Sports BEN MALBON, Director, Creative Partnerships, Google AMAN GOVIL, Team Lead, Art, Copy & Code, Google MIKE GLASER, Brand Lead, Art, Copy & Code, Google SHANA OPPERMAN, Producer, Art, Copy & Code, Google HILLARY COE, Creative Lead, Art, Copy & Code, Google HAI NGUYEN, Creative Technology Lead, Art, Copy & Code, Google ALISON MILLER, Program Manager, Google JUSTIN JOY, Marketing Lead, Art, Copy & Code, Google ANDREW SWARTZ, PR Lead, Art, Copy & Code, Google PASHA NAHAAS, PM Lead, Google XIAOHUAN LI, Engineering Lead, Google ERICA LARSON, Head of Industry, Google AMY LOVELACE, Account Executive, Google BRIAN STEELE, Team Lead, Google

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Video: Campaign

Bug Wisdom by The Richards Group  for Orkin Pest Control

Know your bug -- and then perhaps get rid of it. Orkin touts fun, video stories: A spider weaving a web with an off-beat acoustic guitar soundtrack, and the message: “Make Your Work Art.” Another has a green worm noshing on a flower: “Every Now and Then Stop and Eat The Roses”. Metrics were definitely not buggy: Videos earned 104,000 views, bloggers garnered 131 partnerships and 10.7 million impressions.

Credits: Pete Lempert- Brand Management, Principal, The Richards Group Jessica Walker- Brand Management, The Richards Group Whitney Medlin- Brand Management, The Richards Group David Morring- Creative Director, The Richards Group Tim Tone- Creative Director, The Richards Group Jack Westerholt- Copywriter, The Richards Group Lynn Louria- Broadcast Producer, The Richards Group Matt Whitaker- Digital Strategist, The Richards Group Corey Green- Brand Planning, The Richards Group Erin Cole- Project Management, The Richards Group Jayr Sotelo- Digital Motion Design, The Richards Group Jarrod Simpson- Digital Motion Design, The Richards Group Steven Rice- Digital Motion Design, The Richards Group

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Video: Single Execution

Color For All by Valspar  for Valspar

Valspar’s “Color For All” video is creative, emotional, and uses innovative technology to effectively communicate the brand’s mission to help people create colorful habitats. Valspar teamed with optical lab EnChroma to develop special glasses enabling the colorblind to see the full spectrum of color, and recorded their reaction. The glasses, placed in paint aisles, allowed the colorblind, for the first time, to pick out paint for their homes. One of YouTube’s Top 10 Most Watched Videos for March 2015.

Credits: 1. VP Director of Marketing, Valspar: Heidi Petz 2. Director Brand Integration, Valspar: Joel Wasserman 3. Senior Brand Manager, Valspar: Karen Keller 4. Director of Digital, Valspar: Stephen Strong 5. Chief Creative Officer, FCB Chicago: Todd Tilford 6. Executive Creative Director, FCB Chicago: Dan Fietsam 7. Executive Creative Producer, FCB Chicago: John Bleeden 8. Creative Director, FCB Chicago: Myra Mazzei 9. Creative, FCB Chicago: Gustavo Dorietto 10. Creative, FCB Chicago: Gabriel Schmitt 11. Creative, FCB Chicago: Bruno Guimarães 12. Creative, FCB Chicago: Thiago Cruz 13. Creative, FCB Chicago: Jason Koerner 14. Designer, FCB Chicago: Angela Gispert 15. Designer, FCB Chicago: Matthaeus Frost 16. Senior Producer, FCB Chicago: Jenny Hoffman 17. Group Management Director, FCB Chicago: Scot Havrilla 18. Account Executive, FCB Chicago: Ally Khajenouri 19. Director, Tool of North America: John Carey 20. Editor, Phillip Owens Editorial: Phillip Owens 21. Director of Production Operations, FCB Chicago: Julie Regimand

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Viral Campaign

Spotify Year in Music by Razorfish New York  for Spotify

The Spotify Year in Music campaign channels the power of their enthusiastic users as well as the fascinating truth of human emotions. This campaign, reviewing the year’s events, generated 5 million site visits and 1 million personal snapshots of each users’ year based on the music they had listened to. This unique approach received massive press coverage, viral sharing, and celebrity endorsement, truly reinforcing Spotify as both a music and social brand that listens to and empowers the people.

Credits: Erin Clift, Vice President Marketing, Spotify Josh Karpf, Global Director, Social Marketing, Spotify Marian Dicus, US Head of Consumer Marketing, Spotify Candice Katz, Social Marketing Manager, Spotify Natalie Lam, Executive Creative Director, Razorfish Alex Bodman, Group Creative Director, Razorfish Diego Aguilar, Creative Director, Razorfish Hunter Simms, Associate Creative Director, Razorfish Thomas Dudon, Senior Art Director, Razorfish Ray Lam, Associate Creative Director, Razorfish Daniel Kim, Writer, Freelance Nicole James, Art Director, Razorfish Mo Osunbor, Art Director, Razorfish Chris Phillips, Copywriter, Razorfish Ryan Kalus, Senior Designer, Razorfish Andy Catchaturyan, Senior Designer, Razorfish Chad Drobish, Interaction Art Director, Razorfish Sean Moroney, Motion Designer, Freelance Bryan Matsuoka, Client Partner, Razorfish Rob Cavenagh, Program Manager, Razorfish Justin Wallace, Senior Project Manager, Razorfish Michael Prieto, Senior Producer, Razorfish Larry Max, Associate Project Manager, Razorfish Rebecca Shapiro, Functional Analyst, Razorfish Rob Huber, Senior QA Analyst, Razorfish Amit Vashista, Associate QA Manager, Razorfish Kyle Outlaw, Group Director Experience, Razorfish Ian Alexander, Experience Director, Razorfish Angie Tso, Associate Experience Director, Razorfish Talia Fisher, Senior Information Architect, Razorfish Lars Gelfan, Technology Director, Razorfish Wes Reid, Technology Director, Razorfish Dennis Hall, Presentation Layer Architect, Razorfish Uttam Naidu, Technical Architect, Razorfish Jonathan Schmidt, Tech, Razorfish Silvia Cerqueira, Director Analytics, Razorfish Jessica Zorn, Analytics Manager, Razorfish Michael Zabar, CI Analyst, Razorfish Grant Owens, GVP National Head of Planning, Razorfish Philip Lee, Associate Director Account Planning, Razorfish Neal Gorevic, Strategy Director, Razorfish Keaton Bedell, Analyst, Razorfish

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Integrated Online Campaign 2015 Winners

Activism/Public Service

#LikeAGirl by Starcom MediaVest Group  for P&G Always

#LikeAGirl campaign's powerful message inspired confidence and empowerment, sparking a social movement .The video, created by Starcom MediaVestGroup, explored what it means to do things "like a girl." The storytelling and message were amplified through YouTube, social channels and search. The campaign gained massive momentum with a Super Bowl spot. #LikeAGirl generated 76 million+ views across 150 countries and 4.5 billion+ earned impressions, and generated 99% positive sentiment.

Affiliated Agency: Leo Burnett, MSL Group

Credits: -

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Apparel/Fashion

Merrell TrailScape by Trilia/Hill Holliday  for Merrell

Merrill re-launched its “Capra” to a young audience as passionate about of cultural events as they are of the outdoors. Trillia/Hill Holliday created a two-week integrated brand experience at Sundance Film Festival bringing these two passions together. A branded storefront, the Merrell TrailScape, hosted a virtual reality hike. Partnering with Wenner Media created many events inside the storefront including celebrity interviews and an invite-only concert. Takeovers on Wenner Media titles extended the experience. An in-book event recap ran in Rolling Stone. Brand consideration among these “Experience Collectors” rose 45%.

Credits: Trilia/Hill Holliday: Katie Thompson - VP, Group Media Director Liane Nadeau - Media Supervisor Elizabeth Dunbar - Integrated Media Planner

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Automotive

Firestone Destination Country Launch by Optimedia  for Firestone Brand/Firestone Complete Auto Care Centers

Firestone saw an opportunity through the connection of racing and country music to become the Official Tire of Country Music. Optimedia’s successful “Destination Country “campaign leveraged relevant placements in broadcast, print, digital, retail, social and PR, dramatically increasing awareness and brand engagement. Major elements were integration with CMT Crossroads (a TV series featuring country stars), the Country Award broadcasts, and teaming up with IndyCar to engage Country listeners to win a trip to the Firestone Legends Day Concert & the Indy500 race.

Affiliated Agency: Leo Burnett, Ignition One, Razorfish, GS&F, Lagardere

Credits: Amber Holm, Firestone Elizabeth Lewis, Firestone Mark Dickens, Firestone Meegan Flanigan, Optimedia Nicole Giglio, Optimedia Alexis Ramos, Optimedia Jeannette Krueger, Optimedia Stephen Dauwalter, Ignition One Andrew Melone, Leo Burnett Mark Burgess, Leo Burnett

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Beauty/Cosmetics

Love Your Curls by Unilever  for Dove Hair

Unilever continues its “learn to love yourself” message with the launch of Dove’s Quench Absolute and “Love Your Curls” campaign. The campaign built a scalable video/digital strategy, syndicating an emotionally powerful short film showing young curly girls talking about why they don’t like their hair, culminating with a celebration of natural beauty. Women were encouraged to share how much they #LoveYourCurls and every story would serve as inspiration for a children’s e-book.

Affiliated Agency: Edelman (PR), VaynerMedia (Social), Ogilvy Paris (creative agency), Epsilon (Digital creative/e-book development)

Credits: Brian Kennedy, Brand Manager (Dove Haircare) Christine Lamson, Managing Director (Mindshare) Karen Garzio, Director (Mindshare) Meredith Mercil, Associate Director Digital Investments (Mindshare) Kaitlyn Rich, Manager Digital Investments (Mindshare) Lauren Seigel, Director (Mindshare)

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Beverage (alcoholic)

HUMAN: An UPROXX Original Series, In Partnership with Coors Banquet by Woven Digital and MillerCoors  for MillerCoors, Coors Banquet

Sometimes all it takes is a simple concept. To bolster the brand bona fides of Coors Banquet beer, MillerCoors and Woven Digital took to pop-culture site Uproxx for “Human,” a series celebrating American craftspeople and artisans. Right from the start, the five-video series connected with viewers: The first two episodes, featuring old-school watchmakers Weiss Watches and surfboard creator Jon Wegener, together surpassed the one-million-view mark; surpassing the original goal of 750,000 for the entire series.

Affiliated Agency: Initiative -- New York

Credits: Woven Digital Benjamin Blank, Executive Producer / Creator Kevin Bjelajac, Director of Strategy Kurt Anderson, Head of Production Matt Livadary, Head of Editorial Sean Stewart, Line Producer Christoph Baaden & Bridger Nelson, Directors Joseph Torres & Wilson Stiner, Editors Coors Banquet Heather Gaspar, Brand Manager - Coors Banquet Anne Pando, Associate Brand Manager - Coors Banquet Brad Feinberg, Media Director Dan Langert, Senior Manager, Media & Digital Kelly Ellefson, Media Manager Justin Gray, Associate Media Manager Initiative: Dean Ferenec, Managing Director, Planning Dan Cohn, Client Director, Investment Lindsay Kaufman, Director, Digital Investment Tito Flores, Associate Director, Digital Investment Jaime Przekop, Director, Content Strategy Kristie Collins, Project Manager

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Beverage (non-alcoholic)

Drinkable Advertising by Ogilvy New York  for The Coca-Cola Company / Coke Zero

Ogilvy New York used “drinkable” advertising and disruptive sampling to get more people to try Coke Zero. Billboards dispensed it during the NCAA Hoops Finals as well as drinkable tweet, a flyer as straw, a print ad as cup, mall posters, concert screens and in-stadium video boards that turned people’s phones into digital glasses and straws. Each medium rewarded people with a free Coke Zero redeemable at designated vending machines and participating retail stores nationwide. The brand experienced the best sampling results in its history.

Credits: Advertising Agency: Ogilvy New York Chief Creative Officer: Chris Garbutt Chief Creative Officer: Corinna Falusi Creative Directors: Milton Correa, Jones Krahl Art Directors: Andreas Hoff, Milton Correa, Fabio Natan Copywriters: Jones Krahl, Carolina Saraiva President: Adam Tucker Executive Group Director: Nicole Pinochet Account Management: Marissa Guerra, Jennifer Miller, Tania Zorrilla Executive Director, Digital Production: Angela Fung Executive Producer, Digital Production: Ami Moore Executive Director, Digital Technology: Jason Wurtzel Technology Management: Jordan Saletan, Edward Szeto Software Development: Joseph Laquinte, Josh Berry, Lynn Maharas, Nathaniel Jones DevOps: Greg Jones, Brian McCarthy Quality Assurance: Raul Morales, Allison Rowley Executive Producer, NA: Patti McConnell Director, Content Production - Art: Cindy Rivet Content Producers: Jessica Fiore, Ruben Mercadal, Jenna Gartland, Marianne Waldron, Kelly Allen, Michael Freeman, Terri Dannenberg, Bianca Lau, Frank Artuso Social Content & Distribution: Adam Kornblum, Brad Wellen Planning: Colin Mitchell, Kristian Baek, Ned Sonnenschein, Megan Meza Digital Production Company: Bossa Production Company: SME Production Company: IMG Live Audio Studio: Sticky Audio Labs Audio Studio: Beacon Street Studios Audio Studio: Heard City Audio Studio: Explosion Robinson Sound Design: Junto Sounds Film Production: MJZ (Director: Irv Blitz) Film Production: Method Studios / Company 3 Film Production: Cut+Run (Editor: Joel Miller) Film Production: Picture Farm (Director: EJ McLeavey-Fisher) Film Production: Dungeon Beach Media Agency: Starcom MediaVest Group

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Business-to-Business Campaigns

Play! by Ogilvy New York  for IBM

Ogilvy’s Play! campaign showed Tumblr audiences science the way IBM inventors see it, as play. Innovative GIFs fueled The Play Machine, an amalgamation of contraptions and IBM’s latest developer tools that reengineered “Like”, “Reblog”, “Follow” and “Share” into Pops, Whacks, Prints and Spins. Anyone anywhere could trigger its playful outputs beaming 24/7 via live steam: twirling a real desk globe, making popcorn or helping the machine destroy itself. Culminating in a Reddit AMA with IBM’s own Mad Scientist John Cohn, Play! generated 17MM impressions and grew +100% followers.

Credits: Advertising Agency: Ogilvy New York Chief Creative Officer: Steve Simpson Executive Creative Director: Ryan Blank, Mike Hahn, Susan Westre Creative Director: Sam Mazur Associate Creative Director: Anne Davidson, Eddie Pak Art Director: Elli Hanson, Line Johnsen, Emily Rinehart Copywriter: Naomi Amado Digital Producer: Angela Fung, Chris Toliver, Erica Rehbock Content Producer: Leslie D'acri, Lee Weiss, Glorianne Cody, Danielle Magee, Moitri Ghosh Tech Team: Jason Wurtzel, Ian Crowley, Ahmet Arsan, Nate Jones, Sebastian Soler Strategy Team: Melissa Hochman, Scott Martinez, Stuart Tracte Account Team: Kimberly Duffy, Jeremy Kuhn, Charlotte Sng, Josh Shaner, Lindsay Jaffe Production Company: Tool of North America Interactive Producer: Aramique Krauthamer Engineer: Ranjit Bhatnagar, Jeff Crouse Producer: Nathalie Salazar, Simi Dhillon Music: Starling Music Composer: Hakim Gargoubi Contributing Artist: Adam Hayes, Al Boardman, Tracey Berglund Director: Elijah Barrett, Geoff Levy, Nathan Punwar IBM Fellow & Mad Scientist: John Cohn, Ph.D.

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Causes/Charity/Non-Profit Organization Website

Share The Sound of An AIDS Free Generation by Cornerstone  for Coca-Cola

Coca-Cola, harnessing the power of music, partnered with (RED) for an innovative crowd funding campaign to raise awareness of the AIDS crisis and to inspire listeners to join efforts to stop the spread of HIV from mother to child. Nine artists including Bono, OneRepublic, and Queen created original music and video, the proceeds going to the Global Fund. The campaign featured opportunities to meet the artists. Partnerships and paid media helped drive fundraising. 1.53 billion impressions were generated in just one month.

Credits: Jon Cohen, Co-CEO, Cornerstone Jeff Tammes, Chief Creative Officer, Cornerstone

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Consumer Packaged Goods

#Let'sTalkToys by Starcom MediaVest Group  for Mattel

Mattel, Fisher Price and Starcom MediaVest took advantage of the power of "unboxing," to reach moms during holiday toy frenzy periods. Kids were recruited to created an “unboxing” video series, #LetsTalkToys, for 12 Mattel and Fisher-Price products. Kids were unscripted as they opened and reviewed the toys. A first-to-market, ecommerce innovation through a cross-platform retail video channel was created on Amazon. Return On Ad Spend (ROAS) and product specific ROAS was over 7x higher when both #LetsTalkToys and the mainline brand campaign was in market.

Credits: Mattel: Chris Corman, VP Sales; Jeanne Hanahan, Senior Director Media; Brian Aucoin, Manager, Digital; Jovanna Rosado, Manager, Digital Media; Hadi Abrishamchian, Customer Marketing; Herve Grison, Creative; Karin Von Kahrs, Producer.  Starcom MediaVest Group:  Britt Riedler, VP, Digital Director; DeAnna Davies, Associate Digital Director; Rowena Abuan, Digital Associate.

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Entertainment

Seinfeld by Moxie  for Hulu

Hulu had all nine seasons of this classic, which went off the air 17 years ago. They needed to reintroduce its brilliance and Moxie accomplished this by turning snippets into video, tongue-in-cheek editorials, and quiz show antics through a variety of media from Salon to New York Magazine. It became #2 in Hulu’s “Popular” section, delivering 342MM impressions.

Affiliated Agency: BLT – Creative Agency

Credits: * Monica Leung, VP Media Director, Moxie * Vicky Choi, Associate Media Director, Moxie * Nadya Stahl, Media Planner, Moxie * Derek Miley, Assistant Media Planner, Moxie * Joe Rongavilla, Director of Media, Hulu * Amber Lam, Content Marketing Manager, Hulu * Irene Balotro, Content Marketing Manager, Hulu

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Environment/Ecology

Cities Energized: The Urban Transition by MediaCom  for Shell

Shell's "Cities Energized: The Urban Transition” showed its commitment to meeting the fuel needs as the world's population explodes between now and 2050. This campaign by MediaCom used the first print native advertisement published by The New York Times, an eye-catching 8-page section wrapped around the front page. Online, MediaCom's planned immersive multi-media presentations, working with the newspaper’s T Brand Production company. In impressive numbers, consumers surveyed later saw Shell as a "modern energy company" deeply involved with sustainability initiatives.

Affiliated Agency: T Brand Studio (production company)

Credits: Larry Swyer MediaCom Managing Partner, Group Account Director Rachel Nowick MediaCom Partner, Communications Planning Director Jakob Reich MediaCom Digital Media Manager Brian Damon MediaCom Communications Planning Supervisor Johanna Branagan MediaCom Digital Media Planner

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Financial Services

Life Comes Next by Trilia/Hill Holliday  for John Hancock

John Hancock, being outspent by competitors and losing its stronghold on empathetic messaging, stands out with a wonderfully acted, deeply compelling campaign about retirement, “Life Comes Next”. This campaign brought in second screen strategy around a narrative driving consumers to HancockNext.com, to choose endings to a man’s story of early retirement. On-air and on-line included college football, MLB, golf and NFL content leveraging second screen behavior. There were almost 1.5 million visits to the site through the first 4 months.

Credits: Trilia/Hill Holliday: Alicia Petersen- VP Group Media Director Monica Eremita - Media Supervisor Rebecca Lehman - Media Planner Erin Pucciarelli - Assistant Media Planner Nancy Lehrer - EVP Group Account Director Brad Blake - SVP Associate Director - Digital Strategy Ryan Dunn - Associate Digital Strategist Nive Malik - Analyst, Analytics Baysie Wightman - SVP Group Planning Director Guy Rancourt - VP Associate Media Director - Network Lance Jensen - Chief Creative Officer Cindy Stockwell - President John Hancock: Kate Ardini - Brand Director James Bacharach - VP, Brand, Marketing & Creative Services

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Health/Pharmaceutical

The Care Challenge  by Digitas Health Lifebrand London  for Sanofi Connecting Nurses

With Sanofi’s “The Care Challenge” campaign, sharing truly is caring. This campaign is an innovative platform for the nursing community to share health ideas and knowledge with fellow nurses from around the world. Over 900 nurses from 130 countries took part in this challenge. From word-of-mouth, to integrating banner placements and filming YouTube videos, “The Care Challenge” used its limited budget to successfully attract the attention of UNESCO, UN Women’s Leader Forum and TED.

Credits: Sylvie Coumel - Stakeholder & Advocacy Director, Chief Patient Office, Sanofi Vineet Vijayraj Thapar - Creative Director Digitas Health Lifebrands London Joyce Higgins - Social Strategist Digitas Health Lifebrands London Courtney Langhauser - Senior Account Director Digitas Health Lifebrands London Andrea Ruffo - Art Director Digitas Health Lifebrands London Paul O’Brian -Director/Cinematographer Gutsy.TV Name: Richard Ward -Director/Cinematographer Company: TwoFour

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LGBT

5 Days of Equality by Razorfish New York  for GLAAD

Five days after same-sex couples could marry, the Australian Federal Government overturned the ruling in the High Court, invalidating these marriages. One year later, GLAAD asked people around the world to recognize these marriages by wishing them a happy anniversary. Many of the messages, using the hashtag #5DaysofEquality, were transcribed into handwritten cards for the couples. From Buzzfeed to traditional publications, this global show of support made international headlines. With no paid support whatsoever, the message was seen over 35 million times on social media platforms.

Credits: Beth Lind, Account Lead, Razorfish Natalie Lam, Executive Creative Director, Razorfish Alex Bodman, Group Creative Director, Razorfish Alex Reinoso, Senior Art Director, Razorfish Toby Magrath, Creative Director, Razorfish Ali Fard, Producer, Razorfish Monika Magda, Senior Producer, Razorfish Jeff Scardino, Copywriter, Freelance Isabelle Brenton, Associate Director, US Lead of Media Relations, Razorfish

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Hispanic Marketing Campaign

Mas Que Un Auto (More Than A Car) by Conill  for Toyota Motor Sales USA

Hispanics tend to name their cars. This insight led to Conill’s “Mas Que Un Auto” for Toyota. Toyota offered owners customized name badges for their vehicles that quickly became coveted social objects. Targeted media included addressable TV (telescoping), digital, social, and email marketing delivering targeted impressions to the micro-site. It produced the most user-generated content in the history of the brand, its appeal stretching far beyond the intended target.

Affiliated Agency: NA

Credits: Jennifer Dellapina - Strategic Planning Director - Conill Diana Stumvoll - VP Media Director - Conill William Formeca - Group Media Director - Conill Francisca Resendez - Communications Supervisor - Conill

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Live Events/Sports

EA Sports Madden GIFERATOR: A Google Art, Copy & Code Project by Grow/Heat/Google Creative Partnerships  for EA Sports / Google

EA’s Madden franchise had seen a downturn in player numbers. EA Games launched Madden NFL 15, creating the Madden GIFERATOR, a real-time NFL GIF engine with a live stream of animated GIFs triggered by the game unfolding on TV. Relevant game footage, headlines, and dynamic stats drove conversation. Real-time ads, tailored to fans of each of the 32 NFL teams, were delivered to second screens just after events happened on TV. Fans could also create their own GIFs. There was massive adoption by fans, NFL teams and players.

Affiliated Agency: Heat - Digital Agency; Google Creative Partnerships - Digital Agency

Credits: Drew Ungvarsky, Executive Creative Director, Grow Eric Green, Account Director, Grow Eamon Wyse, Production Director, Grow Brian Walker, Technology Director, Grow Quan Hoang, Creative Director, Grow Todd Lower, Lead Producer, Grow Ricky Williams, Lead Developer, Grow Matt Clack , Associate, Creative Director, Grow Eric Lohman, Lead Creative, Grow Sonya Parker, Producer, Grow Jordan Crisman, Producer, Grow Matt Campbell, Developer, Grow Gabe Molochko, Developer, Grow JR Smith, Developer, Grow Ann Yuan, Developer, Grow Darius Pilapil, Developer, Grow Zach Young, Developer, Grow Lookmai Rattana, Developer, Grow Will Jardine, Developer, Grow Jeff Penano, Developer, Grow Nate Witte, Developer, Grow Joe Branton, Design Director, Grow Josh Newton, Designer, Grow Brian Villalon, Designer, Grow Jason Levesque, Motion Designer, Grow Thelonius Cook, Design Production, Grow Franck Tchouambou, QA Analyst, Grow Cindy Digman, Design Production, Grow Louis McLeod, Design Production, Grow Steve Stone, Executive Creative Director, Heat Warren Cockrel, Creative Director/Copywriter, Heat Anna Rowland, Creative Director/Art Director, Heat Matthew Stafford, Digital Creative Director, Heat Jayson Hobby, Interactive Designer, Heat Will Knox, Copywriter, Heat Aaron Clinger, Director of Digital, Heat ANTHONY STEVENSON, Vice President of Marketing, EA Sports DANA MARINEAU, Vice President of Advertising and Design, EA Sports DUSTIN SHEKELL, Director of Global Creative Strategy, EA Sports SCOTT CRISSMAN, Senior Marketing Manager, EA Sports ALEXIS COX, Senior Product Manager, EA Sports JAAP TUINMAN, Senior Director, Campaign Strategy & Media Planning, EA Sports BEN MALBON, Director, Creative Partnerships, Google AMAN GOVIL, Team Lead, Art, Copy & Code, Google MIKE GLASER, Brand Lead, Art, Copy & Code, Google SHANA OPPERMAN, Producer, Art, Copy & Code, Google HILLARY COE, Creative Lead, Art, Copy & Code, Google HAI NGUYEN, Creative Technology Lead, Art, Copy & Code, Google ALISON MILLER, Program Manager, Google JUSTIN JOY, Marketing Lead, Art, Copy & Code, Google ANDREW SWARTZ, PR Lead, Art, Copy & Code, Google PASHA NAHAAS, PM Lead, Google XIAOHUAN LI, Engineering Lead, Google ERICA LARSON, Head of Industry, Google AMY LOVELACE, Account Executive, Google BRIAN STEELE, Team Lead, Google

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Restaurants/Fast Food

Dunkin' Donuts Shark Week by Trilia/Hill Holliday  for Dunkin' Donuts

Dunkin partnered with Discovery Channel, integrating its DD Perks rewards program into Shark After Dark. Customers were encouraged to bite into their favorite donuts and post the pic. This was supported in-store with a themed specialty donut. For the gaming generation an unprecedented Xbox integration actually launched an interactive Web app complementing live TV broadcasts with supplementary content. More than a hundred thousand engaged on Xbox, 150,000 downloaded digital assets and 2.3 million saw the campaign on Facebook.

Affiliated Agency: Dunkin' Donuts, Discovery and Microsoft

Credits: Trilia/Hill Holliday: President: Cindy Stockwell Associate Digital Strategist: Cory Tucker Digital – VP/AMD: Jeff Zanella Digital – AMD: Marcy Freedman Digital – Supervisor: Jacqueline Klein Network Buying – EVP, Director of National Broadcast: Stacey Shepatin Network Buying – VP/AMD: Guy Rancourt Network Buying – VP/AMD: Allison Scharf Network Buying –Supervisor: Carlo Pugliano Director Digital Strategy, EVP: Mike Proulx Senior Digital Strategist: Kelsey Graham Group Account Director, EVP: Brent Feldman Account Supervisor: Alison Amira

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Retail

Wishes Delivered by Ogilvy New York  for UPS

UPS delivery problems during the December 2013 holiday season caused significant consumer dissatisfaction. UPS’s atonement required more than a clichéd apology. Working from the idea that every delivery starts with a wish, a website was created gathering wishes from the public. For every wish posted, $1 was donated to charity. During the holiday season, wishes were granted (i.e., delivering snow to children in South Texas). Wish by wish, the conversation went from overwhelmingly negative to 99% positive.

Credits: Advertising Agency: Ogilvy New York Chief Creative Officer: Alfonso Marian Group Creative Director: Eric Wegerbauer, Chris Curry, Gerald Dugan Associate Creative Director: Mike Cicale Senior Copywriter: Ingrid Hanson Copywriter: Jenny Wagstaff, Luna Hurtado Senior Art Director: Dima Kronfol Junior Art Director: Terrill Ocona Client Account Director: Brian Pember Agency Account Director: Alda Abbracciamento Global 360 Engagement Leader: Jethro Ferguson Management Supervisor: Micardo Cellicourt Account Executive: Alexa Mouta Group Planning Director: Kara Scagnelli Associate Media Director: Elayna Tekle Planning: Jonathan Rigby Director, Project Management: Mae Flordeliza Associate Director, Project Management: Ed Sumner Senior Content Producer: Alicia Zuluaga EVP, Head of Social Media: April Scott Media Company : Neo at Ogilvy Production Company: Fiona Director: Theresa Wingert Senior Executive Producer: Alex Carone Production Company: Hogarth Director: Grant De Sousa Production Company: Studio Now Director of Photography: Eric Halberstadt Editing Facility: Lost Planet Editor: Kim Dubé, Chris Huth Sound Design Company: Heard City Music Production Company : Pull Music Producer/ Composer: Mitch Davis, Scott Brittingham

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Technology : Gadgets & Devices

HP #BendTheRules That Bass Tour by Collectively  for HP

As part of their upcoming sponsorship of Meghan Trainor’s That Bass Tour, HP wanted to connect a millennial audience with its new convertible laptop, the HP x360. Collectively’s campaign integrated the HPx360 into the concert experience, including assembling a crew of local influencers to each of the 17 city stops, to developed a surround sound program of 200 bloggers who tapped fans to submit show footage for use in a final fan-generated tour documentary. The campaign exceeded all goals, particularly in social engagement.

Affiliated Agency: 180LA (Creative Agency & Production Agency for Lips Are Movin video), Sawhorse LA, Web Series & Social Media Production Agency: Blake Behnam, Executive Producer, Sawhorse Nic Hill, Executive Producer, Sawhorse Kiki Allgeier, Director, Sawhorse

Credits: Ryan Stern, CEO & Founder Alexa Tonner, EVP & Founder Paige Pederson, VP of Brand Partnerships Ben Stein, Head of Video Jen Szeto, Producer Katie Stenson, Collaborations Producer Mari Mazzucco, Brand Partnerships Manager

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Technology Services Websites

‘I AM ADT’ Campaign by SapientNitro  for ADT

Ving Rhames became voice and face to a new ADT advertising campaign showing tech-savvy security buyers the legacy company has what it takes to appeal to a new audience. When the campaign launched, the digital portion had an immediate impact on the overall business. Leads on the Web site rose 13% for users who interacted with the new ADT demo, with users staying on the site more than eight minutes, twice as long as others. Social media engagement rates on Twitter and Facebook rose 98% and 57%, respectively

Credits: Worldwide Chief Creative Officer: Gaston Legorburu North America Chief Creative Officer: Gary Koepke Executive Creative Director: Robert Kleman Executive Creative Director: Matthew Atkatz Creative Director: James Allen Creative Director: Andrew Goldstein Associate Creative Director: Cesar Santos Associate Creative Director: Brent Slone Associate Creative Director: Matt Kelsen Senior Art Director: Frank Gomez Senior Copywriter: Kylin Johnson Junior Copywriter: Erik Fabregat Junior Designer: Lara Israelson VP Client Services: Matt Kujawa Senior Account Director: Vanessa Martinez Account Supervisor: Stephanie Altuve Director, Marketing Strategy & Analysis: Greg Cordaro Manager, Marketing Strategy & Analysis: Julie Mantis Director, Social Studio: Stevie Dove Social Engagement Lead: Andrew Choban

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Travel/Tourism

A Better Wingman by Mullen Lowe/ Mediahub  for Jetblue

Jet Blue’s limited share of ad spending in New York prevented it from spending in line with its business. Mullen Lowe/ Mediahub’s solution was an interactive “billboard” with a human touch. Installed in the heart of Manhattan, it featured a real crewmember who could see, hear and interact with everyone that approached the installation. A video showing some of the interactions went viral with over 1 million views in under a week.

Affiliated Agency: Rapport

Credits: Keith Lusby, SVP Group Media Director Mediahub Shoshana Levine, Senior Media Planner Mediahub Lauren Meyers, Media Planner Mediahub Kelsey Capobianco, Media Planner Mediahub Tim Vaccarino, SVP Executive Creative Director Mullen Lowe Dave Weist, SVP Executive Creative Director Mullen Lowe Ben Salsky, VP Associate Creative Director Mullen Lowe Dan Madsen, Associate Creative Director & Director Mullen Lowe Evelynne Scholnick, Copywriter Mullen Lowe Scott Petrichko, Art Director Mullen Lowe Eric Skvirsky, Content Producer Mullen Lowe Nick Brecken, Associate Editor & Videographer Mullen Lowe Chris Zuppa, Animator Mullen Lowe Drayton Martin, SVP Group Account Director Mullen Lowe Jaclyn Ruelle, VP Account Director, PR Mullen Lowe RAPPORT: Ashley Moll – Associate Media Director Andrew Weinstein – Junior Account Executive

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Web Site Excellence 2015 Winners

Blogs

Essense Designs "Pretty Happy Love" Blog by DEG  for Essense Designs

Essense Designs' blog "Pretty Happy Love" promotes the company’s wedding dresses directly through fashion trend stories (like one on the brand’s sequined bridesmaid dresses) and profiles of dress retailers, and more subtly by positioning it as a brand that can provide “inspiration” and tips for the happy day. In an effort to humanize its product, the blog also features stories from real brides who wore the brand and a fun "What is your bridal style?" quiz.

Affiliated Agency: DEG

Credits: Ashley Dvorak (Project Manager)- DEG

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Business-to-Business Campaigns

IBMblr by Ogilvy New York  for IBM

At 104-years old and no longer on store shelves, IBM is in a state of transition and younger audiences aren’t clear on what the company stands for. IBM blew us away with its IBMblr, a clever take on the social medium embraced by Millennials. "Fractal Fest," garnered 8 million exposures, increased social mentions by 350% and reached the minds of tech, design and other influencers like Gizmodo and The Verge. This is, indeed, a celebration of IBM's spirit of innovation.

Credits: Ogilvy New York Chief Creative Officer: Steve Simpson Executive Creative Director: Ryan Blank, Mike Hahn, Susan Westre Creative Director: Sam Mazur Associate Creative Director: Eddie Pak, Anne Davidson Art Director: Elli Hanson, Line Johnsen, Geoff Levy, Susan Murphy, Eddie Pak, Emily Rinehart Writer: Naomi Amado, John Cohn, Lauren Costa, Anne Davidson, Tom Greenwood, Sam Mazur, Shannon Murphy Content Strategist: Melissa Hochman, Scott Martinez, Sissi Nie, David Schneider, Stuart Tracte Agency Producer: Erica Rehbock, Leslie Dacri, Lee Weiss, Lee Weiss, Glorianne Cody, Danielle Magee, Illustrator: Iain Acton, Tracey Berglund, Al Boardman, Ida Frosk, Adam Hayes, Richard Perez, Craig Robinson, Tim Van den Broeck, Gwen Vanhee Account Team: Kimberly Duffy, Jeremy Kuhn, Charlotte Sng, Shrivaka Ramaswamy, Josh Shaner, Lindsay Jaffe

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Causes/Charity/Non-Profit Organization Website

www.cct.org by Atlantic Media Strategies  for The Chicago Community Trust

The challenge of creating a new Chicago Community Trust site was that the regional organization does so much. Atlantic Media Strategies had to explain it all and bring together component parts previously scattered around various separate sites. It created a site relevant to donors, recipients and the public at large. Atlantic Strategies worked with the Trust to re-imagine its brand to help fulfill its mission. The result is an ambitious, energetic site that captures the scope and the energy of the group, now celebrating its centennial year.

Credits: Cheryl Hughes, Senior Director of Strategic Initiatives, The Chicago Community Trust Daniel Ash, Chief Marketing Officer, The Chicago Community Trust Tom Irvine, Chief Information Officer, The Chicago Community Trust Jean Westrick, Centennial Consultant, The Chicago Community Trust Kate Allgeier, Manager of Electronic Communications, The Chicago Community Trust Joan McGrath, Managing Director of Design & Development, Atlantic Media Strategies Leslie Gilliam, Digital Project Manager, Atlantic Media Strategies Merrill Wasser, Associate Director of Strategy, Atlantic Media Strategies Jim Walsh, Associate Director of Editorial, Atlantic Media Strategies Sarah Mills, Senior Developer, Atlantic Media Strategies Joni Halabi, Lead Developer, Atlantic Media Strategies Stephen Sauceda, Developer, Atlantic Media Strategies

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Education

www.camls-us.org by Bayshore Solutions  for CAMLS

University of South Florida Center for Advanced Medical Learning and Simulation (CAMLS) partnered with Bayshore Solutions to create a fully interactive site showcasing its unique facility, which provides the highest level of healthcare education, simulation-based training and professional development. The site features responsive design and a virtual 360-degree tour, offering visitors an in-depth experience of the facility's cutting-edge technology, innovation, and programs. The result: 90% growth in audience engagement in pages viewed, with an average of almost 3 minutes per session.

Credits: Bayshore Solutions Team

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Entertainment

Interstellar Endurance Exploration by AvatarLabs  for Warner Bros. Pictures and Paramount Pictures

AvatarLabs offered audiences a deep dive into the film, “Interstellar”, with a WebGL-enabled HTML5 3D model of Endurance, the film’s spacecraft. Without any plug-ins, fans can explore an online and mobile 3D replica. Users could zoom in and out and rotate the ship on three axes to explore exteriors and interiors, for an impressive sense of what made the film special and earning an Oscar for best visual effects. AvatarLabs’ “Interstellar Endurance Exploration” captured the scope and spirit of ‘Interstellar’ inside a browser window.

Credits: Warner Bros. Pictures and Paramount Pictures AvatarLabs

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Entertainment: Games/Music/Movies

spotify.com/2014 by Razorfish New York  for Spotify

Though it ranks as the worldwide leader in streaming music (50 million listeners in 58 countries), Spotify wanted to use its data and influence to create something truly memorable for its audience base. To that end, it opened its 2014 Year in Review to listeners, allowing them to contribute where critics or sales/airplay charts usually reigned. The campaign received much love online and off, with Katy Perry - Twitter’s most-followed personality - weighing in with a big thumbs-up for the democratic approach.

Credits: Erin Clift, Vice President Marketing, Spotify Josh Karpf, Global Director, Social Marketing, Spotify Marian Dicus, US Head of Consumer Marketing, Spotify Candice Katz, Social Marketing Manager, Spotify Natalie Lam, Executive Creative Director, Razorfish Alex Bodman, Group Creative Director, Razorfish Diego Aguilar, Creative Director, Razorfish Hunter Simms, Associate Creative Director, Razorfish Thomas Dudon, Senior Art Director, Razorfish Ray Lam, Associate Creative Director, Razorfish Daniel Kim, Writer, Freelance Nicole James, Art Director, Razorfish Mo Osunbor, Art Director, Razorfish Chris Phillips, Copywriter, Razorfish Ryan Kalus, Senior Designer, Razorfish Andy Catchaturyan, Senior Designer, Razorfish Chad Drobish, Interaction Art Director, Razorfish Sean Moroney, Motion Designer, Freelance Bryan Matsuoka, Client Partner, Razorfish Rob Cavenagh, Program Manager, Razorfish Justin Wallace, Senior Project Manager, Razorfish Michael Prieto, Senior Producer, Razorfish Larry Max, Associate Project Manager, Razorfish Rebecca Shapiro, Functional Analyst, Razorfish Rob Huber, Senior QA Analyst, Razorfish Amit Vashista, Associate QA Manager, Razorfish Kyle Outlaw, Group Director Experience, Razorfish Ian Alexander, Experience Director, Razorfish Angie Tso, Associate Experience Director, Razorfish Talia Fisher, Senior Information Architect, Razorfish Lars Gelfan, Technology Director, Razorfish Wes Reid, Technology Director, Razorfish Dennis Hall, Presentation Layer Architect, Razorfish Uttam Naidu, Technical Architect, Razorfish Jonathan Schmidt, Tech, Razorfish Silvia Cerqueira, Director Analytics, Razorfish Jessica Zorn, Analytics Manager, Razorfish Michael Zabar, CI Analyst, Razorfish Grant Owens, GVP National Head of Planning, Razorfish Philip Lee, Associate Director Account Planning, Razorfish Neal Gorevic, Strategy Director, Razorfish Keaton Bedell, Analyst, Razorfish

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Family/Parenting/Women's Interests

www.sheknows.com  by SheKnows Media  for SheKnows Media


Focused on inspiring women worldwide, SheKnows Media sets the standard for empowerment through their unique array of blogs and websites. Acquiring BlogHer (in April 2014) allowed SheKnows Media to seamless integrate users, content creators, and publishers through a single platform designed to encourage all women to create and share what they know. Their innovation around content creation, community building, and website design proves that SheKnows is committed to knowing and lifting their audience.

Credits: Philippe Guelton, CEO, SheKnows Media Samantha Skey, CMO, SheKnows Media Lea Ann Leming, Chief Content Officer, SheKnows Media Elisa Camahort Page, SVP Events, SheKnows Media Jory Des Jardins, SVP, Global Alliances, SheKnows Media Lisa Stone, Chief Community Officer, SheKnows Media

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Fashion/Beauty/Cosmetics Website

http://www.thefashionspot.com/ by theFashionSpot.com  for for TotallyHer Media

theFashionSpot.com is a really fun, giant fashion magazine, this collection of well-written posts, videos and photos on style topics includes news, tips and snarky commentary (“WTF: The 16 Most Hideous Runway Looks Of 2015.”). There is a lot of content, but it is well indexed and easy to navigate. The site also continues its first iteration as a useful forum for invitation-only fashion insiders. Today it attracts nearly 6.8 million unique visitors, and such major advertisers as Macy’s, Coach and Revlon.

Credits: Rebecca Schmitt Jennifer Davidson

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Health/Wellness Website

https://www.takedowncholesterol.com by Arnold Worldwide  for Sanofi/Regeneron

The new Take Down Cholesterol site features a documentary film that illustrates the importance of high cholesterol. Every week, the site offers a new short film starring healthcare providers from the documentary, including nutritionists, cardiologists and behavioral therapists. Visitors can sign up for services like "Join My Plan," which offers personalized support programs "Stay Connected”, which notifies people when new content is added to the site and “My Plan”, a completely personalized behavior modification program for those ready to take their health seriously.

Credits: Executive Creative Director: Gary Scheiner Associate Creative Directors: Kyle Jutkiewicz and Brittany King Art Directors: Ryan Potter and Pat Gamble Copywriters: Marlena Prophet and Brian Nowakowski Broadcast Producer: Pete Scudese Digital Producer: Drew Horton UX Designer: Davis Kramer Business Affairs: Ann Marie Turbitt Planners: Amy Liebesman and Joe Fullman Marketing: Chris Beeby, Peter Fekula, Michelle Williamson, Liza Arfin, and Monica Hong Production Company: Mrs. Bond Production Company Executive Producer: Tim Speidel Production Company Line Producer: Vanessa Bergonzoli Director: Cynthia Wade Cinematographer: Peter Nelson Editorial Company: KYLEedit Editor: William Zitser Music: Demian Sims at The Lodge VFX: Imaginary Forces

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House/Home Campaign

https://goodlife.allstate.com/goodhome/ by T3  for Allstate

Without making any changes to its actual product offerings, Allstate wanted to create a new digital experience for its customers. The” Good Home Tool” pulls together disparate financials, while an innovative dashboard uses the customer’s address, Google Maps, World Weather Online, and Berkeley Lab’s Home Energy Saver, to provide regular, personal tips for minimizing crime, or warding off water damage, to name just two.

Credits: Ashley Lapin, Associate Creative Director Carolyn Connolly, Creative Director Mike Ross, Senior Software Engineer Chris Mihalyi, Senior Developer David Dinh, Senior Developer Jay Suhr, Senior Vice President, Chief Creative Officer Jonathan Smith, Senior Developer Katie Minton, Account Coordinator Keith Tanski, Strategy Director Nathan Trafford, Senior Art Director Olivia Jones, Senior Producer Taylor Hight, Group Account Director, Troy Anderson, Art Director

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News/Politics/Reference/Education Website

www.ij.com by IJ.com  for Independent Journal

Founded by a 25-year-old in an apartment in Charleston, IJReview delivers important news and stories in a visual social first, mobile first way. It is hard-hitting, focused, with cool-looking, sharable videos and creative story-telling (like a remarkable pre GOP debate piece that was better than the actual debate). It has more than 35-million unique users and has become one of the 10 most trafficked mobile sites in the country.

Affiliated Agency: IJ.com

Credits: Alex Skatell, IJReview Founder Michelle Jaconi, Executive Editor Bubba Atkinson, Editor in Chief

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Retail/Restaurants Websites

Incredible Egg-cellence by Rise Interactive  for Incredible Egg

The American Egg Board (AEB) needed a new user-friendly, responsive website with quick and easy content discovery. Rise and AEB saw existing site usage was predominantly recipe searches but with too many clicks from home page to recipe. The improved redesign centered on the recipes. A condensed recipe collection section was created with features to improve SEO, including filtering capabilities to help with recipe searches. The result was 66,000 more visits than the previous month, nearly 2,000 more recipe downloads, and 39 percent more recipe shares.

Affiliated Agency: Wojo, Web A Developmentgency-Web

Credits: Serena Schaffner, Director of Marketing Communications, The American Egg Board Grace Sweeney, Social Media and Marketing Coordinator, American Egg Board Irene Fogelson, Director of Account Strategy, Rise Interactive Ali Golin, Account Manager, Rise Interactive Lou Amodeo, Associate Director Creative, Rise Interactive Jean Zhang, Associate Manager of Creative, Rise Interactive Jorie Larsen, Senior Copywriter & Content Marketer, Rise Interactive Justin Garvin, Associate Director of SEO, Rise Interactive Kyle Deming, Web Developer, Wojo

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Sports

Favela United by TSN & TWG  for TSN


In an ingenious combination of photography, audio and video, TSN & TWG launched “Favela United;” a narrative depicting the positive impact of street soccer on young girls in Rio de Janeiro. Utilizing multi-platform interactivity, “Favela United” demonstrates how immersive website design — through hand-crafted typography, ambient music, and high speed transitions — can amplify a powerful and emotional narrative.

Affiliated Agency: TWG: Digital design & development

Credits: TSN Rick Westhead - Sr. Correspondent Josh Shiaman - Sr. Feature Producer Ken Volden, Vice President & Executive Producer Lennon Landry - Manager, Digital Products Chris Collie - Head of Digital Products TWG Martin Miskelly, Designer Liam Thurston, Design Lead Haris Mahmood, Developer Wes Johnson, Sr. Developer Eric Wichman, Sr. Project Manager Rob Domagala, Directory of Strategy

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Technology Services Websites

https://www.domo.com/ by Domo  for Domo

Domo, a cloud-based business management platform aimed at business executives, revamped its Web site to educate visitors. The new site provides helpful tips such as solutions by industry or solutions by role with clearly marked sections. The reorganization helped increase organic search traffic by 85%, paid traffic conversion by 63%, organic conversion by 133%, and organic visit conversion by 263%. More than 130 pages were created for the site highlighting solutions, data connections, products, customers, education, demos and more.customers, education, demos and more.

Affiliated Agency: N/A

Credits: With more than a dozen individuals contributing to the website redesign, it was truly a team effort. Domo’s web team, creative team and content team worked around the clock to make sure the new site was ready to go when Domo launched to the public at Domopalooza.

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