The “Hands Free” campaign for Cheetos leaned into tech headlines by suggesting that Cheetos dust on hands was the inspiration for hands-free technology. The campaign launched with a full-page New York Times ad crediting Cheetos with inspiring a list of hands-free technology, including automatic doors, voice-activated lights, hands-free robots, automated dog feeders and the like. The campaign involved a 60-second video showing the “true” story of hands-free innovations, as well as billboard ads in front of tech companies.

Credits: Frito-Lay: Cheetos SVP Brand Marketing Director: Stacy Taffet SR Brand Director: Jessica Spaulding Marketing Director: Melody Macaluso Brand Manager: Dorothy Doan Strategic Insights Director: Brodie Dunn Goodby Silverstein & Partners Chief Creative Officer: Margaret Johnson Creative Director: Stefan Copiz Creative Director: Eamonn Dixon Senior Art Director: Fabio Santoro Senior Copywriter: Pedro Furtado Executive Producer: Sara Ward Producer: Charlotte McConnell Account Director: Chris Nilsen Account Director: McKenzie Badger Account Manager: Daney Ramirez Assistant Account Manager: Aimee Fung Group Brand Strategy Director: Ralph Paone Brand Strategy Director: Gabriella Dishotsky Junior Brand Strategist: Kelly Kikuchi Communication Strategy Director: Caitlin Neelon Senior Communication Strategist: Jacob Sperla Associate Business Affairs Manager: Howie Mapson Broadcast Traffic Manager: Rowena Cuejilo Production Company Company name: Biscuit Filmworks Director: Aaron Stoller, Biscuit Filmworks Partner / Managing Director: Shawn Lacy Executive Producer: Holly Vega UPM: Jay Veal Producer: Jennifer Walker Head of Production Sean Moody Director of Photography: Jody Lee Lipes Production Designer: Jeremy MacFarlane Editorial Company Company name: Arcade Editor: Jeff Ferruzzo, Arcade Assistant Editor: Dean Miyahira Producer: Tom Barnett Executive Producer: Crissy DeSimone Telecine Company name: Co3 Colorist: Tim Masick Senior Color Producer: Kevin Breheny VFX/Finishing Company name: Parliament Sound Design and Music Music: Assemble Sound Mix Company name: Lime Mixer: Joel Waters Assistant Mixer: Collin Thomas Executive Producer: Susie Boyajan Partner Agencies: OMD: Director, Integrated Media Planning: Kim Forrester Vayner: Account Director: Marissa Ruskin KPR: Vice President: Manuela Gould Amazon: Head of NA Endemic, Brand Innovation Lab: Adam Stalker VTProDesign: Executive Producer: Paul Elsberg

Everyone loves a challenge! Steve-O rose to Ryan Reynolds' challenge, eating the world's hottest chile pepper, then moving on to launch his new hot sauce on the MNTN platform while feeling the heat. The campaign caught fire, running on Peacock, CBS, NBC and Fox. It was covered by 24 outlets and scored 600 million earned media impressions. The new product became the best-selling one on SteveO.com - sales soared 41% and it outperformed its cost-per-visit goal by 32%, with a $0.03 cost per completed view.

Credits: Mark Douglas, President and CEO, MNTN Ryan Reynolds, Chief Creative Officer, MNTN

Getting a 360 view of a crime scene really helps those amateur sleuths. Netflix hyped its content destination -- Home of True Crime -- on social media focusing on its ‘light’ true crime shows in particular. One Facebook post asked -- in a 360 degree interactive view of things -- asked “What can you find?”. And then one looks for clues. This was part of some 13 videos and other posts, which gained 5.7 million views across four platforms grabbing 300,000 engagements. Ah hah! Got you!

Credits: Jason Mitchell, CEO at Movement Strategy Christy Pregont, Chief Creative Officer at Movement Strategy Alex Krutchkoff, Creative Director at Movement Strategy Jake Fertig, Creative Director at Movement Strategy Christopher Crompton, Art Director at Movement Strategy Austin Mitchell, Copywriter/Content Strategist at Movement Strategy Diana Jannuzzi, Strategy Director at Movement Strategy Kevin Smith, VP, Head of Accounts at Movement Strategy Kylie Ladd, Senior Data & Insight Strategist at Movement Strategy Wendy Kong, Director of Data & Insight at Movement Strategy Giang Luc, Senior Project Manager at Movement Strategy Nikki Ahmed, Senior Producer at Movement Strategy Tanu Muino, Director at Underwonder Frank Borin, Producer at Underwonder Lauren Cortizo, Creative Marketing at Netflix Sean Dobson, Creative Marketing at Netflix Melanie Grabow, Creative Marketing at Netflix

The Colorado Tourism Office tapped Perion Network’s cookieless technology, SORT, which pulls in signals across advertising channels and optimizes traffic. The campaign aimed to identify and target ads to travelers interested in visiting Colorado. The campaign ran from July 26, through September 20, 2021. The paid awareness campaign delivered 5,573,493 impressions, and about 181,743 clicks. The campaign garnered 406,644 completed ad views at about 17 seconds per engagement time.

Credits: • Adi Shpak, Data Science Team Lead at Perion • Assaf Meirovich, R&D Vice President at Perion • Anat Berenstein, Director of Product at Perion

Cadillac sought to reach young Black innovators and creators with this campaign for its new Escalade-V tied to Black Music Month in June. Director Spike Jordan imagined a ‘New Atlanta’ while emphasizing Cadillac’s connection to the audience. The campaign featured a TV spot narrated by rap artist Killer Mike, and included NFT art on Atlanta’s futuristic landscape. It used the line, “The world is your instrument, play it your way.” The effort showcased Black Art and Black Music and effectively celebrated inclusion as a lifestyle.

Credits: Spike Lee, CEO and COO, SpikeDDB Lemon Andersen, Executive Creative Director, SpikeDDB Clarence McGann, Creative Director, SpikeDDB Alex Tyree, Creative Strategist, SpikeDDB Natasha Williamson, Group Account Director, SpikeDDB Cameo Paschal-Fair, Multicultural Marketing Account Manager, SpikeDDB CJ Pasley, Senior Account Executive, SpikeDDB Stella Sterlin, Project Manager, SpikeDDB Sophia Aladenoye, Strategist, SpikeDDB L. Lopez, Executive Producer, SpikeDDB Temi Lawson, Art Director, SpikeDDB Juanita Slappy, Head of Multicultural Marketing, Cadillac Lizzy Dinnella, Business Performance Lead, Cadillac

A giant hand broke through the ice and a Chipotle burrito bowl was pushed across the arena by a zamboni in a first-of-its-kind ad execution highlighting Chipotle’s NHL sponsorship deal. The Famous Group used mixed-reality technology to pull off the clever, disruptive stunt during a live hockey game, entertaining audiences in-stadium and at home. The broadcast reached 1.1M viewers, and Mediahub amplified the stunt across Bleacher Report, Open Ice and NHL on TNT, earning another 560K impressions and achieving a 53% view rate.

Credits: Michelle Gaudet, VP, Group Media Director, Mediahub Chris Brandt, Chief Marketing Officer, Chipotle Stephanie Perdue, VP Marketing, Chipotle Scott Robinson, Senior Manager, Chipotle Shelley Sheppard, Creative Director, Chipotle Bianca Pettinicchi, Senior Creative, Chipotle Maria Contino, Media Director, Chipotle Andrew Isaacson, EVP of Production, The Famous Group CJ Davis, EVP, Creative Technology, The Famous Group Hemu Karadkar, Creative Director, The Famous Group Erik Beaumont, Head of Mixed Reality, The Famous Group Adam Berger, Producer, Mixed Reality, The Famous Group Gil Colon, Producer, Mixed Reality, The Famous Group Symon Coak, Producer, Mixed Reality, The Famous Group Jeremy Lobdell, Lead UE Artist, The Famous Group Alex Zambrano, Pixotope Artist / Graphics Operator, The Famous Group Justin West, Account Director, Venables Bell & Partners Greg Coffin, Creative Director, Venables Bell & Partners Gus Johnston, Group Creative Director, Venables Bell & Partners Diego Zelaya, Sr. Art Director, Venables Bell & Partners Michael Ng, Sr. Copywriter, Venables Bell & Partners

The Lunchables Adventure for Lost Treasure campaign involved a series of gamified augmented reality experiences that gave parents and kids the opportunity to search for lost treaures in four virtual worlds. If players found the treasure, they could enter for a chance to win a prize. Also, some Lunchables packages included codes for a chance to win $10,000.

Credits: • Tracy Crawford, Senior Account Director, Merkle • Danielle Gianakis, Client Services, Merkle • Mark Kwas, Senior Producer, Merkle • Kyle Morris, Associate Creative Director, Merkle • Darrin Brege, VP, Creative Director, Merkle • Jeff DeLiso, Senior Software Engineer, Merkle • Will Gee, CEO, Balti Virtual • Colleen Devos, SVP, Account Director, TKH • Casey Lissau, VP, Creative Director, TKH • Myranda Rogers, Senior Art Director, TKH • Ashley Delaney, Associate Director, The Kraft Heinz Company • Ann Symonanis, Brand Manager, The Kraft Heinz Company • Molle Klein, Associate Brand Manager, The Kraft Heinz Company • Estefania Navarro, Marketing Analyst, The Kraft Heinz Company • Liz Janz, Marketing Manager, The Kraft Heinz Company • Katie Hunstad, Associate Director, The Kraft Heinz Company

PUMA teamed up with Talon America and Havas Media Group to launch an AR OOH campaign announcing the NBA superstar’s signature basketball shoe. The campaign featured a takeover of strategic NYC placements intended to captivate pedestrians’ attention and prompt engagement. The experience allowed consumers to take photos creating personalized content for social sharing. The symbiosis of OOH and digital media created memorable moments and behavioral response resulting in the campaign being cut short due to the shoe being sold out.

Credits: Talon America: - Jim Wilson, CEO, Talon America - jim.wilson@talonoutdoor.com - Jonathan Conway, COO, Talon America - jonathan.conway@talonoutdoor.com - Enza Chiodi, Senior Vice President, Client Strategy, Talon America - enza.chiodi@talonoutdoor.com - Helen Kim, VP, Client Services, Talon America – helen.kim@talonoutdoor.com - Barbara Cevallos, Director, Client Services, Talon America – barbara.cevallos@talonoutdoor.com - Michael Masone, Client Manager, Talon America – michael.masone@talonoutdoor.com Grand Visual: - Dan Dawson, Chief Creative Officer, Grand Visual - dan.dawson@grandvisual.com - Ben Smith, Business Director, Grand Visual – ben.smith@grandvisual.com - Nathelie Meng, Project Director, Grand Visual – Nathelie.meng@grandvisual.com PUMA: - Josh Tetreault, Creative Director, PUMA – josh.tetreault@puma.com - Dave Santilli, Production Artist, PUMA – dave.santilli@puma.com - Evan Gutride, Creative Planner, PUMA – evan.gutride@puma.com - Renata Andersen, Team Head, Marketing Communications – Media, PUMA; renata.andersen@puma.com - Goldie Paul, Junior Manager, Marketing Communications – Media, PUMA; goldie.paul@puma.com Nowadays Creative: - Stefan Knecht, Creative Director, Nowadays Creative – stefan@nowadays.com - Kate Swanson, Account Manager, Nowadays Creative – kate@nowadays.com - Kristen Selasky, Account Director, Nowadays Creative – kristen@nowadays.com - Eric Collins, Executive Creative Director, Nowadays Creative – eric@nowadays.com - Ali Lee, Art Director, Nowadays Creative – ali@nowadays.com Havas Media Group: - Greg Walsh, CEO, Havas Media Group, North America – greg.walsh@havasmg.com - Samantha O’Regan, Vice President, Group Director, Investment, Havas Media Group – Samantha.oregan@havasmedia.com - Natalize Metzgar, Connections Planing Supervisor, Havas Media Group, Natalie.metzgar@havasmedia.com - Yuka Kawano, Digital Investment Associate, Havas Media Group, yuka.kawano@havasmedia.com

McDonald’s tapped into the viral Gen Z and millennial subculture by combining familiar items in specialized, off-menu creations like Surf & Turf sandwiches and Land, Air & Sea. These Menu Hacks were sourced from customers themselves. The result drove a 27% increase in transaction frequency, a 36%+ increase in average check size and an +80% boost in margin per customer. The campaign, a spiritual successor to McDonald’s Famous Orders (e.g., the Travis Scott Meal), pulled a 23% unique open rate and an 11% click-to-open rate.

Credits: Michael Poenar, Art Director, Epsilon Wesley Chaderton, Copywriter, Epsilon Jason Kertz, Creative Director, Epsilon Emma Lahvis, Project Manager, Epsilon Isha Joshi, Project Manager, Epsilon Aaron Newton, Copy Editor, Epsilon Mike Dugo, QA, Epsilon George Palaszewski, Developer, Epsilon Christina Rachel P, Developer, Epsilon Prakash Anthony, Developer, Epsilon Ravindra L, Developer, Epsilon Bikramjit singh deo, Developer, Epsilon Madhava Keerthy, Developer, Epsilon yashaswini m.m, Developer, Epsilon Ekta Chauhan, Developer, Epsilon

Lubricating up for gamers, Castrol wanted more brand awareness for its Castrol Power 1 product among younger gamers -- in the Philippines, home to over 15.5 million mobile gamers, ages 18-44. It worked with Xaxis and InMobi on an immersive -- but unobtrusive -- in-game mobile experience to gain purchase intent. The game -- in just one month -- delivered over 2.5 million. impressions and the ads had a viewability rate of 96.85%. Change your game; and change your oil.

Credits: Jovi Tupas, Head of Sales - Philippines, InMobi; Jessica Banzuela, Sales Manager, InMobi; Emil John, Lead - Account Management, InMobi; Akanksha Singh, Lead Ad Monetization, InMobi; Camille Sabale, Marketing Manager, Castrol; Mathieu Cuny, Managing Director, Xaxis; Eunice Ong, Engagement Manager, Xaxis; Renzo Bautista, Digital Planner, Mindshare

Why are Minions so funny? Maybe it’s those goggles -- or perhaps a Minions-looking big balloon apparently hitting the shores of Ireland blocking traffic. All good material for Comedy Central’s “The Daily Show” pseudo- documentary segment. True or not, the new movie “Minions: The Rise of Gru”, via a social media campaign produced more than 700,000 organic views online. Bottomline: $125 million for an Independence Day 4-day box office record in its first weekend. Those goggles see a lot.

Credits: Allison Zerden - VP, Studio Marketing & Branded Content, Velocity Arian Monteagudo - Sr. Director, Studio Marketing & Branded Content, Velocity Alexandra Woog - Sr. Director, Studio Marketing & Branded Content, Velocity Kara Ginnetty - Manager, Studio Marketing & Branded Content, Velocity Eric Lavis, Manager, Studio Marketing & Branded Content, Velocity Melissa Bolton-Klinger - Director/Group Creative Director, Velocity Alex Piliouras - Creative Director, Velocity Jere Orlandi - Executive Producer, Velocity Jaimie Sarubbi - Producer, Velocity Candice Young - Editor, Velocity Sheree Shu - Producer, Good Hustle David Gorn - Director of Photography, Good Hustle Dan Butts - Art Director, Good Hustle Good Hustle Production Company Annah Zafrani - SVP, Integrated Marketing, Universal Pictures Beth Rehn - VP, Integrated Marketing, Universal Pictures Olivia Boyd - Director, Integrated Marketing, Universal Pictures

U by Kotex partnered with Quotient on an influencer/retail promotion campaign to drive awareness, education, and action to help resolve the issue of "period poverty." The campaign identified authentic content creators and included a matched donation initiative to help women in need: for every product purchased at CVS, maxi pads were donated to the Alliance for Period Supplies. The campaign generated over 5.8 million social impressions and drove a 49% rise in shoppers for the brand at CVS vs. the previous 52-week period.

Credits: Jillian Simco - Brand Manager, Shopper Marketing Kimberly-Clark; Brenda Karls-Skalec – Shopper Engagement Kimberly-Clark; Matt Kosko – Brand Manager U by Kotex®; Tracie LaDeau – Business Development Manager CVS U By Kotex®; Victoria Nino – Sales Director Social Media & Influencer Marketing Quotient Leah Pentecost – Creative Project Manager Quotient; Bailey Gowins – Senior Digital Campaign Manager Quotient; Ashley Huffman – Account Director VLMY&R Commerce; Jessica Frye – Account Supervisor VLMY&R Commerce; Caterina Parola – Account Executive VLMY&R Commerce;

TikTok needed to give non-users a reason to use the platform. The campaign had to increase key perception and awareness metrics. It worked with Zenith to describe TikToks instead of showing them. The campaign featured people on TikTok, not just teens and dancers, but people like grandmas and warehouse workers. It invested in TV, cinema, OOH, and radio, such as NBA opening week, SNL, and Spider-Man. QR codes were added to OOH ads. The campaign drove large increases in breakthrough and likeability scores across demos and key non-user targets for exposed vs. unexposed.

Credits: Brent Poer, Global Client Lead, Zenith Carla Serrano, President, CSO, Publicis Groupe, Le Truc Daniel Lobaton, Chief Creative Office, Saatchi Neil Heyman, Founding Partner, Le Truc Jon Bellinger, Creative Director, Copywriter, Saatchi Evan Schultz, SVP, Creative Director,Le Truc Daniela Gilsanz, Associate Creative Director, Art Director, Le Truc Ivan Whitted, Associate Creative Director, Copywriter, Le Truc Agatha Sohn, Designer, Saatchi Jared Grant, Strategy Director, Le Truc Rob Ichelson, Account Director, Saatchi Ciara Siegel, Account Director, Saatchi Anna James, Account Manager, Saatchi Perri Rubenstein, Account Executive, Saatchi Brianna Leone, Project Manager, Saatchi Lisa Rimmer Business Affairs, Saatchi Aoife O'Donnell Business Affairs, Saatchi Danielle Hallack, Producer, Saatchi Dennis Marchesiello, Producer, Saatchi Jason Slesinski, Producer, Saatchi Natalie Zeller, Associate Producer, Saatchi Jackie Ling, EVP Strategy, Zenith Kim Shores, VP, Strategy, Zenith Coleman Engellenner ,SVP, Digital Investment, Zenith Loni Rosenstein, SVP, National Video Investment, Zenith Gianna Passarelli, Director Digital Investment, Zenith Sean Marshall, Director, Strategy, Zenith Shea Coleman-Bellatty, VP, Content Strategy, Zenith Kendall Wall, Supervisor, Content Strategy, Zenith Anne-Marie Hunter, Associate Director, Zenith Sydney Komoto, OOH Supervisor, Zenith Greg Zinny, Senior Producer, The Pub Spencer Noble, Animator Motion Media Production, The Pub Doug Zaner, Animator Motion Media Production, The Pub Rich Caputo, Creative Service Manager, The Pub Patrick Farrell, Creative Service Manager, The Pub Camilo Francione, Senior Production Artist, The Pub James Du, Production Artist, The Pub Aaron Stoller, Director, Biscuit Filmworks Shawn Lacy, Partner/Managing Director, Biscuit Filmworks Holly Vega, Executive Producer, Biscuit Filmworks Andrew Travelstead, Executive Producer, Biscuit Filmworks Sean Moody, Head of Production, Biscuit Filmworks Jessica Cooper, Producer,Biscuit Filmworks

More at home dining due to Covid disruptions had pasta maker Barilla thinking about new pasta shapes and tastes using an interactive digital activation -- including a quiz to find the right personalized pasta. Lots of eating resulted in an incremental sales lift and a seven-to-one return on media investment. The company says this is a big deal considering the average price for a box of pasta can be $2.00 or less. So eat and savor this up.

Credits: Caitlin Garrett, EVP - Client Service & Operations, Breaktime Media Kendra Zdanowski, Senior Client Service Manager, Breaktime Media Chloe Chow, Lead Content Producer, Breaktime Media Emma Seraichick, Visual Design Lead, Breaktime Media Debbie Zefting, Director - Shopper Strategy and Engagement, Barilla Stephanie Garris, Manager - Marketing Services, Barilla Olivia Jameson, Senior Associate Brand Manager, Barilla

S’More, a dating app that goes beyond superficial looks to connect people, needed a way to build better relationships among its 300,000 customers. So, it taped MoEngage for help. The platform focuses on characteristics about the profile’s owner. It wanted to drive engagement and deliver personalized customer experiences to build its loyal customer base. Personalized communications across push notifications, emails, and SMS allowed them to better educate customers about S’more and drive retention. The campaign drove 65% lift in the app engagement time, 20% increase in customer retention from the first day, 15% higher onboarding completion rates.

Credits: MoEngage: Meagan White, VP of Marketing North America, Irmina Myszkowska, Senior Product Marketing Manager, Christina Harewood, Senior Director of Client Success, Stephanie Robotham, Member of the Board of Advisors, Nikki Kyriakopoulos, Senior Marketing Programs Manager, Luisa Franson, Product Marketing Manager, S’More: Adam Cohen Aslatei, CEO, Sneha Ramachandran, Head of Operations

Force Multiplier, a podcast by Salesforce and iHeart Media, seeks to solve some of the world’s biggest problems through collaborations, resulting in a “force multiplier” effect. Hosted by Baratunde Thurston, the show features such guests as cultural icon Charlamagne Tha God, the CEO of The Nature Conservancy, the Head of Advocacy at UNICEF and the Chief Surgeon at Doctors Without Borders. Force Multipler blends humor, wisdom compassion and in-depth conversation. In the second season, Salesforce.org donated all pre, mid, and post-roll advertising inventory to nonprofits.

Credits: • Cristina Jones, Chief Engagement Officer, Salesforce.org • Madison Slinker, Senior Director Brand Marketing and Strategy, Salesforce.org • Lauren Jauco, Brand Design Manager, Salesforce.org • Tony Oblen, Senior Manager, Design, Salesforce.org • Cal Habayeb, Director Strategic Sales Programs, Salesforce.org • Justin Bryant, Director Customer Marketing, Salesforce.org • Gayle Troberman, CMO, iHeart Media • Andy Kelly, SVP Custom Podcasts, iHeart Media • Yvonne Sheehan, Marketing Consultant, iHeart Media • James Foster, Executive Producer Custom Podcasts, iHeart Media • Casey Apel, Director Client Success, iHeart Media • Jay Brunson, Marketing and Creative Development, iHeart Media • Chrystina Woody Train, Founder, Buckshot Marketing, Creative and culture consultant

Home Depot created a programmatic campaign to educate consumers and drive sales for its Smart Home suite of products using first-party consumer data to create lookalike audiences with messages like Build Your Smart Home Today, and Stay Connected With the Brands You Love. The upper funnel phase interactive ad units delivered 206% higher engagement rates compared with retail benchmark, and return on ad spend of 13% higher than the company’s average. Personalized product recommendations drove clickthrough rates 25-times higher than the retail average. Personalized product recommendations delivered 315% increase in ROAS, compared with benchmarks.

Credits: The Home Depot: Tracy Ball, Seema Kapadia, Jane Kartasheva, Dora Tzakas, Erin Cronin, Cody Spears, Seth Mandel, Sara Palacios, Bianca Colaco Contobox: Zahily Calderon, Julie Bay, Whitney Huong, Yustin Musidi, Anushervon Khidirov, Firuz Azizov, Musso Mirkholov

The iRobot OS “Situation Roomb” campaign kicks up the technology’s unique abilities. It reminds consumers the smart-home vacuum cleaner deals with a familiar problem, pet hair shedding, but its voice control allows it to change course if instructed. The ad underscores the Roomb’s nifty abilities — it can be locked so kids can’t deploy it — and programmed to avoid obstacles. To learn more, users could interact with the experience, via connected TV, or utilize a QR code with their mobile phones. Housework made easy.

Credits: Names kept confidential at request of client

ConnectWise, which provides software tool, and agency NP Digital collaborated on a project to retool marketing metrics. The two developed a reforecasting plan that required a shift in optimization strategy to better inform marketing qualified leads. Return on ad spend increased 100%, which created about $180,000 per month more in the marketing budget by stopping underperforming campaigns. The funds were reinvested into marketing to improve performance resulting in a 25% decline in cost per sales, and 166% increase in sales qualified opportunity conversion rates, and 68% in opportunities.

Credits: Page Sands: VP Marketing, ConnectWise Rick Salmon: Senior Digital Marketing Manager, ConnectWise Katie Roney: Pay Per Click Manager, ConnectWise Lindsay Neilson: Sr. Account Director, NP Digital Britney McClelland: Paid Media Manager, NP Digital Reggie Bautista: Sr. Paid Media Manager, NP Digital Cory Eckley: Paid Media Specialist, NP Digital

LanternCredit.com, a SoFI service that offers money tips, tools, and services, had little non-brand organic search visibility after launch, compared with its top competitors Nerdwallet, Bankrate, and Credit Karma, which dominated search engine result pages. It relied on NP Digital. The company develop a SEO strategy, targeting research, content, public relations, and SEO best practices. The strategy boosted the company’s rankings on Google by about 1,164%; organic search traffic by 516%; and conversions by 260%.

Credits: AJ Smith: Head of Content, Lantern by SoFi Caroline Hwang: Senior Managing Editor, Lantern by SoFi Mike Ouyang: Director of Product Marketing, Lantern by SoFi Jessica Pozantides: Senior Account Director, NP Digital Jessica Honeycutt: Senior Account Manager, NP Digital Nicole Kasielski: Project Manger, NP Digital Kevin Keene: Senior SEO Strategist, NP Digital Tierney Brannigan: Senior Content Strategy Manager, NP Digital

Few brands know as much about teenage baggage as JansSport. This mental-health awareness campaign thoughtfully helps them unpack their struggles, making an authentic connection. This creative isn't clever or cool. It's kind and compassionate. Acknowledging that back-to-school in 2021 was especially fraught, "Disorientation" offered hope. iMore than 500,000 young people watched at least ten minutes of this video content – in media where videos and brand experiences usually last only a few seconds. J

Credits: Nicole Garza, Director Client Services, Rakuten Advertising Claire Shiels, Manager Client Services, Rakuten Advertising Trevor Richardson, Senior Account Manager, Rakuten Advertising

Wawa wanted to woo Gen Z, making TikTok the obvious choice for a new campaign. But it also knew the audience it wanted most–the 18 to 24 crowd–is resistant to almost any type of advertising. This campaign wins because it did its homework faithfully, studying TikTok trends and finding opportunities to adapt the Wawa voice. Featured content included the “I’m on Vacation” trend with users throwing back hoagies––not shots. The campaign increased its followers by more than 1875% in 2021.

Credits: Wawa: Todd Miller, Senior Director of Brand Strategy and Experience; Lauren Friedrich, Manager of Content, Social Media and Locations; Janelle Wankum, Social Media Lead; Becky Lane, Community Management Lead.Bounteous: Ariel Norwood, Senior Director, Marketing Engagement; Karley Dowdy, Social Media Manager, Alexa Archer, Social Media Specialist; Raya Wahbeh, Social Media Strategist; Siobhan Treacy, Social Media Strategist; Madeline Bill, Social Media Specialist; Brian Barto, Group Creative Director; Scott Oeschger, Creative Director; Katy Mancini, Creative Director; Alexis Armstrong, Program Director; Catherine Freeman, Project Manager; Yulia Budko, Associate Director, Media Strategy; Cassie Farrell, Paid Social Specialist; Leah Pellegrino, Senior Designer; Nathan Kaszuba, Senior Designer; Carter Chan, Designer; Chris Latshaw, Designer; Sandy Chou, Designer; Joe Durkin, Senior Director, Client Service; Devon Wescott, Account Director; Taylor Sorillo, Senior Account Manager

The Hawkeye Agency helped Bread Financial, a new financial services brand, launch into an already crowded and highly competitive market and by reaching Gen-Z consumers, a group that is overlooked and underappreciated, who feel stuck in the middle and credit hungry while wanting their dreams for a better life realized without all the high costs and restrictions. The campaign resulted in 600 million impressions to date. Website traffic was up 33% post launch, which led to about 20,000 new customers.

Credits: Client (Bread Financial): Nick Antonelli, Chief Marketing Officer Jenny Hogan, Head of DTC Channel Marketing Marc Lincewicz, Director, Brand & Creative Agency Betsy Demarchi, Senior Manager, Digital Channel Marketing Lindsay Hoag, Sr. Specialist, DTC Channel Marketing Agency (Hawkeye: Janet Barker-Evans, SVP Executive Creative Director Jennifer Bell, VP Creative Director Blake Cleavenger, Associate Creative Director Pam Gampper, Associate Creative Director Jacob Latchem, Sr. Writer Chris Santo, Sr. Writer Ike Peters, Sr. Writer Olivia LeRoy, Art Director Georgia Davis, Jr. Art Director Tricia Cody, Jr. Copywriter Debby Robertson, VP Account Director Jennifer Drabek, Account Director Amber Armbruster, Account Director Jaime Puskar, Account Director Emily Hanmer, Senior Account Executive Lauren Rohde, Account Executive Kelly Calleo, VP Data Design Mark Rovai, VP Strategy Patricia Yakesch, Director of Strategy Tran Javier, Sr. Strategist Kelly Ginley, VP, Media Strategy Jessica Krasin, Associate Media Director TInYan Shing, Media Supervisor Emma Pio, Media Planner Paula Espitia, Media Planner Katalina Rodriguez, Social Strategist Donald Lampert, Director of Search & Social Grace Williamson, Social Media Supervisor Katie Kosinski, Associate Director, Project Management Matt Stafford, Sr. Copy Editor Andrew Janis, SVP Analytics Anthony Gentry, Analytics Manager

Armchair detectives rejoiced in this Netflix campaign, reveling in the stylish spattering of clues and Easter eggs leading up to its new slate of true-crime offerings. The Netflix Home of True Crime solidified its position among streamers, inviting fans in to explore and discover. Well-thought-out social activations let crime-solvers chew over each intrigue, engaging, commenting and sharing with other true-crime fanatics. With thirteen owned posts and videos, the Home of True Crime gained 5.7 million views across four platforms, with a total of 300,000 engagements.

Credits: Jason Mitchell, CEO at Movement Strategy Christy Pregont, Chief Creative Officer at Movement Strategy Alex Krutchkoff, Creative Director at Movement Strategy Jake Fertig, Creative Director at Movement Strategy Christopher Crompton, Art Director at Movement Strategy Austin Mitchell, Copywriter/Content Strategist at Movement Strategy Diana Jannuzzi, Strategy Director at Movement Strategy Kevin Smith, VP, Head of Accounts at Movement Strategy Kylie Ladd, Senior Data & Insight Strategist at Movement Strategy Wendy Kong, Director of Data & Insight at Movement Strategy Giang Luc, Senior Project Manager at Movement Strategy Nikki Ahmed, Senior Producer at Movement Strategy Tanu Muino, Director at Underwonder Frank Borin, Producer at Underwonder Lauren Cortizo, Creative Marketing at Netflix Sean Dobson, Creative Marketing at Netflix Melanie Grabow, Creative Marketing at Netflix

Mattel's new episodes of the Barbie You Can Be Anything series are full of inspiration, with an age-appropriate documentary style that's always accessible, but never dumbed-down. One of the six episodes includes Dr. Jane Goodall, and the Goodall Barbie doll was trending on Twitter upon its release. That story got coverage all over the world, including NBC Nightly News. Even Chelsea Clinton posted about her chat with Dr. Goodall to discuss the impact of this partnership, helping broaden the YCBA Series reach even further.

Credits: Justin Lefkovitch: Executive Producer & Director: Mirrored Media Davey Johnson: Producer: Mirrored Media Matt Skala: Producer: Mirrored Media Gaby Maese: Graphic Designer: Mirrored Media Mozhgan Setoodeh: Producer: Mirrored Media Joseph Shahood: Editor: Mirrored Media Mandy Hughes: Producer: Mattel Devin Tucker: PR: Mattel

This effort seeks to protect local journalism, recognizing that the shriveling of this once-vital industry contributes to the epidemic of fake news and misinformation. Acknowledging that advertising is culpable in this decline, it stepped up its spending on local media from 13% to 20%, urging others to take the pledge. Working with both the 4As and ANA, it has also set up direct “Protect Our Press’ buys with clients such as the Museum of Science and the Boston Globe, forming unique thought leadership programs.

Credits: Will Phipps, SVP, Head of Media, Allen & Gerritsen Derek Welch, VP, Allen & Gerritsen Ryan Bacharach, Copy Writer, Allen & Gerritsen Hanna Kregling, Designer, Allen & Gerritsen

Goodby Silverstein & Partners shows how a Super Bowl effort is about more than just the TV spot by leveraging something that people cannot resist, a good old-fashioned rumor. Since the ad featured Arnold Schwarzenegger and Salma Hayek, the agency leaned in to the internet’s obsession with future projects. The result was four and a half billion earned-media impressions, 13 million organic YouTube views, 46,000 clicks-to-site-from-search on Super Bowl Sunday, 712,000 visits to the site and 44,000 new social followers.

Credits: BMW President and CEO, BMW of North America: Sebastian Mackensen Senior VP Customer & Brand BMW: Jens Thiemer VP, Marketing: Uwe Dreher VP Brand Communication & Brand Experience: Stefan Ponikva VP, Corporate Communications: Adam Sykes Head of Brand Strategy & Communications: Albi Pagenstert Head of Content, Digital, & Editorial Marketing: Susanne Giuliani Head of Content Creation & Production: Max Bauer Media & Communications Manager: Lisa Judge Corporate Communications Spokesperson: Phil Dilanni Senior National Marketing Specialist: Lauren Martens Content Lead, Content Creation & Production: Steffi Armbruster National Media Specialist: Zach Ambrosino Social Media Specialist: Jaime Pritchard Lifestyle, Brand and Internal Communications Specialist: Matthew Spadaro Goodby Silverstein & Partners Partner: Rich Silverstein Chief Creative Officer: Margaret Johnson Executive Creative Directors: Matt Edwards and Wes Phelan Associate Creative Directors: Carlos Rangel and Kevin Leung Copywriter: Sam Dworkin Art Director: Michael Rodriguez Junior Art Director: Emilio Diaz Head of Production: Leila Gage Executive Broadcast Producer: Matt Flaker Senior Broadcast Producer: Kateri McLucas Broadcast Producer: Dan Chang Director of Graphic Services: Jim King Photography: Quinn Gravier Sr. Print Producer: Noah Dasho Graphics Producer: Kristin van Praag Executive Interactive Producer: Tena Goy Senior Interactive Producer: Severin Sauliere Director of Production Arts: Will Hung Production Artist: Joanna Pham and Maria Leung Managing Partner: Leslie Barrett Group Account Director: Jenna Duboe Account Director: Crystal Chan and Alissa Sheely Account Manager: Rebecca Bell and Ali Bentin Integration Manager: Olivia Mullen Partner, Head of Brand Strategy: Bonnie Wan Group Brand Strategy Director: Stephanie Phillips Brand Strategy Director: Kevin DeStefan Junior Brand Strategist: Lyniece Hill Partner, Head of Communication Strategy: Christine Chen Group Communication Strategy Director: Dong Kim Senior Communication Strategist: Matt Hudgins Junior Communication Strategist: Josh German Deputy Director of Research Strategy: Jane Warren Junior Research Strategist: Whitney Thomas Director of PR: Meredith Vellines Director of Business Affairs: Judy Ybarra Senior Business Affairs Manager: Heidi Killeen Broadcast Traffic Director: Ruchele Eisenman Senior Broadcast Traffic Manager: Edgar Ornelas Production Company Company name: Hungry Man Director: Bryan Buckley Director of Photography: Scott Henriksen Producer: Matt Lefebvre Managing Partner: Mino Jarjoura Executive Producer/Dir of Sales: Dan Duffy Production Designer: David Skinner First AD: Craig Owens Editorial Company Company name: NO6 Editor: Jason MacDonald Senior Assistant Editor: Max Redinger Assistant Editor: Riley Donigan Executive Producer: Corina Dennison Head of Production: Laura Molinaro Telecine Company name: Company 3 Colorist: Tom Poole Color Producer: Alexandra Lubrano VFX/Finishing Company name: The Mill Executive Producer: Hillary Thomas Senior VFX Producer: Derek Tekus Creative Director: John Leonti 2D Leads: Benoit Mannequin, Alexander Candlish 3D Leads: Jessica Groom, Robert Chapman Animation Lead: Jacob Bergman VFX Coordinator: Charlotte Preuss, Chloe Gauthier Sound Design Sound Design: Q Department Music Olympus Music: Squeak E Clean Creative Director: Justin Hori Palm Springs Music: “Theme from Eternal Sunshine of the Spotless Mind” Driving Music: “Electric Avenue” by Eddy Grant Music Consultant: David Fisher Mix Company name: Sonic Union Sound Designer/Mix Engineer: Steve Rosen Assistant Mixer: Joey Glick Studio Director: Justine Cortale Still Imagery Retouching: Ankur Patar CGI: Fury Imaging Retouching: Sam Nordemann

From swimming medalist Nathan Adrian to “BarberKing” Garcia, Modelo’s ongoing “Fighting Spirit” campaign celebrates drive against all obstacles. To increase sales, Modelo had to reach a broader demo, while sustaining its core Hispanic base. That meant a 44% increase in digital focus, airing spots on major streamers, as well as a strong social component. Custom tags and QR codes let viewers easily order Modelo. The result? Modelo grew from the #3 to the #2 beer in dollar sales in the U.S.

Credits: Maria Perez, SVP Managing Director, Horizon Media Jason Lee, SVP, Digital Director, Horizon Media Lauren, Digital Director, Horizon Media Lisa Dellasala, SVP, Director, Video Investment, Horizon Media Theodore Montalvo, VP, Director, Video Investment, Horizon Media Greg Gallagher, VP, Brand Marketing, Constellation Brands Ryan Anderson, Director of Brand Marketing, Constellation Brands Emily Galt, Sr. Director, Media & Digital Marketing, Constellation Brands Brittany Stefankiewicz, Director, Media & Digital Marketing, Constellation Brands Rose Russo, Sr. Manager, Media & Digital Marketing, Constellation Brands

Cybersecurity firm Proofpoint wanted to celebrate Everyday Heroes—those whose job it is protect themselves and their companies from malware “from offices to kitchens and spare rooms.” The campaign, which featured simple imagery, outperformed the percentage CTR for LinkedIn and programmatic by 200-300% in all targeted regions. CISO engagement was 600% above the benchmark. In addition, programmatic ads were 60-80% more cost- effective than the benchmark set for CPC. Marketing qualified leads were 59% above the target, and sales qualified leads were 28% above target.

Credits: John Langstone, Head of Creative, Just Global

The “Hands Free” campaign for Cheetos leaned into tech headlines by suggesting that Cheetos dust on hands was the inspiration for hands-free technology. The campaign launched with a full-page New York Times ad crediting Cheetos with inspiring a list of hands-free technology, including automatic doors, voice-activated lights, hands-free robots, automated dog feeders and the like. The campaign involved a 60-second video showing the “true” story of hands-free innovations, as well as billboard ads in front of tech companies.

Credits: Frito-Lay: Cheetos SVP Brand Marketing Director: Stacy Taffet SR Brand Director: Jessica Spaulding Marketing Director: Melody Macaluso Brand Manager: Dorothy Doan Strategic Insights Director: Brodie Dunn Goodby Silverstein & Partners Chief Creative Officer: Margaret Johnson Creative Director: Stefan Copiz Creative Director: Eamonn Dixon Senior Art Director: Fabio Santoro Senior Copywriter: Pedro Furtado Executive Producer: Sara Ward Producer: Charlotte McConnell Account Director: Chris Nilsen Account Director: McKenzie Badger Account Manager: Daney Ramirez Assistant Account Manager: Aimee Fung Group Brand Strategy Director: Ralph Paone Brand Strategy Director: Gabriella Dishotsky Junior Brand Strategist: Kelly Kikuchi Communication Strategy Director: Caitlin Neelon Senior Communication Strategist: Jacob Sperla Associate Business Affairs Manager: Howie Mapson Broadcast Traffic Manager: Rowena Cuejilo Production Company Company name: Biscuit Filmworks Director: Aaron Stoller, Biscuit Filmworks Partner / Managing Director: Shawn Lacy Executive Producer: Holly Vega UPM: Jay Veal Producer: Jennifer Walker Head of Production Sean Moody Director of Photography: Jody Lee Lipes Production Designer: Jeremy MacFarlane Editorial Company Company name: Arcade Editor: Jeff Ferruzzo, Arcade Assistant Editor: Dean Miyahira Producer: Tom Barnett Executive Producer: Crissy DeSimone Telecine Company name: Co3 Colorist: Tim Masick Senior Color Producer: Kevin Breheny VFX/Finishing Company name: Parliament Sound Design and Music Music: Assemble Sound Mix Company name: Lime Mixer: Joel Waters Assistant Mixer: Collin Thomas Executive Producer: Susie Boyajan Partner Agencies: OMD: Director, Integrated Media Planning: Kim Forrester Vayner: Account Director: Marissa Ruskin KPR: Vice President: Manuela Gould Amazon: Head of NA Endemic, Brand Innovation Lab: Adam Stalker VTProDesign: Executive Producer: Paul Elsberg

HBO and HBO Max partnered with Big Village to launch Bada Binge!, a cross-platform campaign running across YouTube, TikTok, Facebook, Instagram and Twitter leading up to the premiere of "The Many Saints of Newark." The campaign challenged fans to re-watch six "Sopranos" seasons in six weeks and featured new content on YouTube and short-form content on TikTok to engage younger audiences. The campaign drove an increase of almost 200% in HBO Max streams of The Sopranos compared to average monthly views in 2021.

Credits: Jason Mulderig, SVP of Brand Marketing, HBO Max Duane Munn, VP of Brand Marketing, HBO Max Bill Leopold, Director of Editorial Strategy and Production, HBO Max Sabrina Barekzai, Director of Social Publishing, HBO Max Sarah Lee, Manager, Publishing Strategy, HBO Max Megan Zenger, Manager, Editorial HBO Max Ariana Bacle, Manager, Editorial, HBO Max Gabrielle Otero, Manager, Editorial, HBO Max Chantal Rochelle, Manager, Editorial, HBO Max Becca Lambright, Brand Marketing Strategist, HBO Max Fiona Shea, Coordinator, Editorial, HBO Max Rebecca Alifimoff, Coordinator, Editorial, HBO Max Tasha McCaskiel, Coordinator, Editorial, HBO Max Katherin Herrera, Coordinator, Publishing HBO Max Steven Rebeiro, Manager, Publishing Strategy, HBO Max Colby Anderson, Coordinator, Publishing, HBO Max Dean Page, Coordinator, Publishing, HBO Max Louis Segura, Manager, Publishing Strategy, HBO Max Conor Driscoll, Coordinator, Publishing, HBO Max Preeti Singh, Coordinator, Publishing, HBO Max Daniel Leng, Coordinator, Editorial, HBO Max Liliana Kinsey, Coordinator, Editorial, HBO Max Kaitlyn Miranda, Coordinator, Editorial, HBO Max Alessandra Donnelly, Manager, Publishing Strategy, HBO Max Julia Kaplowitz, Coordinator, Publishing, HBO Max Amari Diaw, Coordinator, Publishing, HBO Max Steve Scutellaro, Managing Director, Big Village Lindsey Allison, Head of Strategy, Big Village Matt Steinwald, Executive Creative Director, Big Village Jana Cudiamat, Account Director, Big Village Nadine Cheung, VP, Creative Director, Big Village Scott Jones, Associate Creative Director (ART), Big Village Caroline Garrett, Producer, Big Village Jonathan Mesquita, Sr. Editorial Strategist, Big Village Brenna Grant, Project Manager, Big Village Alex Grybauskas, Video Editor, Big Village Tatiana Lam, Motion Graphics Designer, Big Village, Chelsea Hassler, VP Social Strategy, Big Village

This was 7-Eleven's first fully integrated marketing campaign in years. It showcases the diverse stories that embody the “Take it to Eleven” spirit, from Japanese rockabilly to a group of all-female low-rider enthusiasts to a free-spirited roller-skating performer and a quirky pop punk garage band. The fully-integrated effort from dentsu features catchy music and includes TV, digital, social, search, OOH and radio, both paid and owned channels.

Credits: Christine Reed, VP Planning, Atlanta, Christine.reed@dentsu.com  Jonathan Awtrey, Director, Planning, Atlanta,  Jonathan.awtrey@dentsu.com  Sarah McDonagh, Associate Director, Planning, Atlanta,  sarah.mcdonagh@dentsu.com  Taylor Doane, Associate Director, Planning Atlanta,  taylor.doane@dentsu.com  Cristen Cagle, Sr. Manager, Planning Atlanta,  cristen.cagle@dentsu.com  Celia Boyd, Manager, Planning Atlanta,  celia.boyd@dentsu.com  Ryan Maas, Sr. Manager, Planning Atlanta, ryan.maas@dentsu.com  Jodie Rink, Sr. Associate, Planning, Jodie.rink@dentsu.com  Laura Siegel Manager, Planning Laura.Siegel@dentsu  Tina Worke Sr. Associate, Planning Tinsai.worke@dentsu.com  Sara Beth Naylor, Associate director, Paid Search sarabeth.naylor@dentsu.com  Heather Chancey, Group Director, Client Services, Heather.Chancey@dentsu.com  Alicia Reddington, Sr. Manager, Client Services, Alicia.reddington@dentsu.com  Luke Balencia Sr. Associate, Client Services, luke.balencia@dentsu.com  AJ Kadam, VP Analytics, amitjai.kadam@dentsu.com

The Blind Angels films tell the stories of grassroots activists working to provide vital health information, treatment and care for people living with AIDS in the American South. Part of a larger campaign by Gilead Sciences, the films were distributed across CNN, its social platforms and a digital hub, and were presented at international HIV/AIDS conferences and screened at LGBTQ+ and Southern film festivals. The campaign generated 9M social impressions, 30M digital impressions, with 6M TV viewers and drove over $283M in donations.

Credits: Michal Shapira, Head of News & Entertainment Marketing Solutions & Brand Studios, Warner Bros. Discovery; Otto Bell, Chief Creative Officer, Courageous Studios; Paul Sundue, Creative Director, Courageous Studios; Umbreen Butt, Director, Courageous Studios; Stephen Winter, Co-Director, Courageous Studios; Bennett Madison, Story Producer, Courageous Studios; Sara Intrator, Producer, Courageous Studios; Kate LaBrecque, Senior Project Manager, Courageous Studios; Stephen Vocaturo, Project Manager, Courageous Studios; Shlomo Godder, Director of Photography, Courageous Studios; Kim Boortz, Founder & President, KB Health Strategies; Andrea Porzio, Senior Director, HIV Marketing, Gilead Sciences;

With the post-pandemic return to favorite activities, L.L.Beans positioned itself as a “friendly guide” providing helpful tips on the outdoors gear, helping people re-engage with their traditions. With the help from Mediahub, L.L. Beans was able to re-engage the loyalty audience and grow consideration for the brand. As a result, the campaign saw a significant increases in confidence across brand, a considerable lift in website traffic and online orders, making it one of L.L.Bean’s most successful years ever in its 100+ year history.

Credits: Chuck Gannon, Director - Brand & Performance Media, L.L.Bean Greg Tucker, Senior Brand Media Strategist, L.L.Bean Christina Chase, Senior Product & Advertising Content Planner, L.L.Bean Brendan Marrese, SVP, Group Media Director, Mediahub Kyle James, Associate Media Director, Mediahub Olivia Pettenati, Associate Media Director, Mediahub Adam Bass, Assistant Media Planner, Mediahub Allie Young, Associate Media Director, Investments, Mediahub Claire Hickey, Media Supervisor, Investments, Mediahub Sam Delaney, Media Buyer, Investments, Mediahub CharDay VinCal, Media Buyer, Investments, Mediahub Alice Williams, VP, Director, Programmatic, Mediahub Tatyanna Hubbard, Senior Programmatic Trader, Mediahub Dana Saint, Director, Gnarly Bay Dan Riordan, EP/Creative Director, Gnarly Bay Aaron Schurman, Head of Production, Gnarly Bay Lily McLaughlin, Producer, Gnarly Bay Tyler Murgo, Cinematographer, Gnarly Bay CJ Taglione, Post Production Supervisor, Gnarly Bay Jordan Ingram, Head of Post, Gnarly Bay Jack Ieronimo, Edit + Color, Gnarly Bay Jared Blizzard, Mix, Gnarly Bay Derek Delehunt, 1st AD, Gnarly Bay Robert Clark, Production Coordinator, Gnarly Bay Jennifer Dunlea, Art Director, Gnarly Bay Marty Lucero, AC, Gnarly Bay Buck St. Thomas, Sound, Gnarly Bay Jeff Hoyt, Gaffer, Gnarly Bay

Gucci and Oura partnered to bring fashion and technology together by releasing a first-of-its-kind collaboration. The flashy wearable is a ring made from black titanium and 18-karat yellow gold, featuring the Gucci logo and a braided torchon ornament. Aside from boasting an elevated look, the ring delivers personalized health data, insights, and daily guidance via sleep and fitness tracking sensors, making it both innovative and stylish. The ring comes with an Oura membership with the mission in mind to help on a “journey of self-discovery.”

Credits: Tom Hale, Chief Executive Officer, ŌURA Health Karina Kogan, Chief Marketing Officer, ŌURA Health Michael Chapp, Chief Operating Officer, ŌURA Health

Cryptocurrencies have been all the rage -- though perhaps less so recently. Still, last year, FTX in a TV campaign with NFL’s legendary Tom Brady and model Gisele Bundchen, helped to make crypto more “approachable” in primetime ads of NFL TV programming. Then, getting a featured 60-second spot in the Super Bowl with Larry David, added to the awareness spike. FTX posted the strongest awareness lifts against competitors -- up 72% in aided awareness and 167% more in aided ad awareness. Get me a broker.

Credits: Kristen Baker, SVP Integrated Media, dentsu X  Ashley Long, Director Integrated Media, dentsu X  Lindsey Stapleton, Manager Planning, dentsu X  Julie Goldstein, SVP Investment lead, dentsu X  Ryan Gibson, Director National Video Investment, dentsu X  Michael Tooley, Director Digital Activation, dentsu X  Ashley Anselmo, Manager, dentsu X

A weather-triggered campaign aimed at key Northern cities — NYC, Boston, Philadelphia, D.C. — made an enticing suggestion: “change your wintertude.” Promoting sun, sand and outdoor activities on Florida’s Northeast coast, the brand campaign switched on when temps dropped, easily lured those in wet, cold climes to the warmth only a few hours away. This specific, user-friendly media execution led to a 10.9% engagement rate which, after the Covid travel disruptions, set record visitation to Amelia Island the first half of 2022.

Credits: Kara Gindlesperger, Account Supervisor, Starmark Sherene Irani, Media Director, Starmark Dale Baron, VP, Executive Creative Director, Starmark Jacob Edenfield, Group Creative Director, Starmark Angelique Marlieb, Sr. Copywriter, Starmark Noman Rafiq, UI/UX Designer, Starmark Amy Boek, CMO, Amelia Island Convention & Visitors Bureau Megan Quirk, Regional VP of Sales, PadSquad Paige Yacobian, Senior Account Manager, PadSquad Eric Heigl, Associate Director Customer Success, PadSquad Ashley Martinez, Marketing Director, PadSquad PadSquad Creative Team, Creative Team, PadSquad