The Take a Hike campaign aimed to raise awareness of the Appalachian Trail Conservancy while also persuading people that public lands are important to mental wellbeing and worth protecting. The campaign featured actor and comedian Kevin Nealon in videos -- including one in which he expresses disappointment that Big Dictionary defines "take a hike" as "a rude way of telling someone to leave." Appalachian Train Conservancy saw a 20% surge in its email list in three months and a 25% year‑over‑year funding increase.

Credits: Tuesday Poliak, Chief Creative Officer, RP3 Agency Jeri Ward, Chief Marketing Officer, Appalachian Trail Conservancy Jeff Grace, Creative Director, RP3 Agency Amanda Moore, Design Director, RP3 Agency Olivia Childs, Art Director, RP3 Agency Elaine Luzietti, Copywriter, RP3 Agency Maja Husar, Head of Strategic Planning, RP3 Agency Jono DeCosta, Head of Media & Performance, RP3 Agency Ayse Altunisik, Media Supervisor, RP3 Agency Kristiana Johnson, Account Supervisor, RP3 Agency Melanie Appel, Head of Account Leadership, RP3 Agency Jeff Grace, Director, RP3 Agency John Melin, Editor, RP3 Agency Walker Corl, Editor, RP3 Agency Adam Maffei, Producer, RP3 Agency

Dominating the pre-game moment, H&R Block and LG Ad Solutions achieved Super Bowl impact without paying for in-game placement. Featuring a 100% share-of-voice "Super Bowl Roadblock" and dynamic Carousel Unit with a 15-second video viewers could expand to a full-screen 30-second spot, the campaign reached 7.62 million unique households, driving a 18.9% point purchase-intent increase and 11.4% point brand-consideration lift - showing how brands can own major cultural moments through advanced TV.

Credits: Andrew Martinson, Senior Marketing Manager, Media & Strategy, H&R Block Dan McBryan, Sales Director, Strategic Sales, LG Ad Solutions Drew Hickland, Senior Account Manager, LG Ad Solutions Jordan Bilfeld, Director, Video Activation, VaynerMedia Nikki Sarraga, VP, Video Activation, VaynerMedia Hugh Scallon, SVP, Video Activation, VaynerMedia

Avocados From Mexico during Super Bowl Sunday ran a marketing campaign created by digital agency 270B called "The Prediction Pit." Real-time live football data powered the AI's predictions experience. The campaign brought to life an “oracle” through an AI-generated avatar of actor Rob Riggle. It was built using 15 minutes of footage along with live predictive data, and continuously updated, personalizing game predictions alongside team-inspired guac recipes. The campaign contributed to a 20% increase in avocado imports in the month leading up the game. Fans spent an average of nine minutes on the site, created nearly two million pageviews, and 564 million earned impressions across 100 major media features.

Credits: Kristian Bottini, CEO, 270B Lynn Bossange, Creative Director, 270B Chantal Sagnes, Managing Director, 270B Rafaela Prada, Art Director, 270B Corey Austin, Creative Technologist, 270B Kagan Baker, Account Director, 270B Kyle Knox, Associate Director of Digital Marketing, Avocados From Mexico

To launch its beverage platform among Asian American Gen Z, McDonald's partnered with iQIYI's AAPI Summer Concert, weaving beverages into original performances, backstage rituals and interviews from five artists—making products feel native, not scripted. A cross-platform hub extended reach with exclusive content and a direct path to ordering. Music fans loved it, with engagement hitting 1.8x the benchmark, content completion 1.9x, click-through 1.9x, and store-visit lift 1.7x the benchmark—proving cultural integration can drive real restaurant traffic.

Credits: Bess Cades, Director, Media Investment, McDonald’s Jamie Krinsky, Director, Go to Market Media, McDonald’s Ashley Hegan, Manager, Media Strategy, McDonald’s Doris Huang, Managing Partner, ADMERASIA Michael Lai, VP, Media Services, ADMERASIA Karena Chu, Senior Media Director, ADMERASIA Charles Chang, Associate Director, Media Strategy & Investment, ADMERASIA Alex Nguyen, Media Supervisor, ADMERASIA Alicia Zhang, Senior Media Specialist, ADMERASIA Agnes Millenia, Media Specialist, ADMERASIA

To generate buzz and awareness for its otherworldly new sci-fi series "The Boroughs," Netflix teamed with Realtor.com for a high-impact content-marketing campaign. A native, interactive disruption of the real estate browsing experience brought the shadow of a monster's hand and static to a home listing page customized with supernatural elements that reloaded to play the series trailer, turning standard browsing into an immersive campaign moment and driving engagement that surpassed benchmarks and increased time spent.

Credits: Ramsey Taha, Media Supervisor, Mediahub Simi Sodipe, Assistant Media Planner, Mediahub Samantha Hernandez, Sr. Media Planner, Mediahub Sophie Turner, VP Media Director, Mediahub Laura Kelly, Managing Director, Entertainment, Mediahub Hayley Henderson, SVP Client Lead, Mediahub Thankam Thomas, Sr. Media Manager, Netflix Irene Wisniewski, Coordinator, UCAN Series Marketing, Netflix Ali Feinstein, Director, UCAN Series Marketing, Netflix Demetrius Pace, Digital Producer, Netflix Annalise Mantz Lowenstein, Senior Creative Branded Content Manager, Realtor.com Chris Phillips, VP, Brand Content Sales, Realtor.com Kristina Hacker, Sr. Manager, Media Go-To-Market, Realtor.com Jennie Nguyen, Sr. Media Pre-Sales Marketing Manager, Realtor.com Peter Dellegrazie, National Account Executive, Media, Realtor.com Eileen Davis, Media Solutions Account Manager, Realtor.com Rebecca Hoskins, Freelance Designer, Realtor.com

With the launch of the Golden Ticket Dumpling Series, Five Below turned a standard product drop into a viral obsession. Fans searched for several rare versions of the $7 squishy toy with a "golden ticket" hidden inside, which awarded the winner a $1,000 shopping spree. The gamified, tiered structure kept shoppers hunting long after the first gold dumpling was found, generating over 69 million impressions and a 5.47% engagement rate. Results: a total inventory sell-out and a 4x spike in retail foot traffic on launch day.

Credits: Five Below: Abhinav Agrawal, VP Digital Marketing, Five Below Sarah Platten, Sr. Director, Digital Media, Five Below Amanda Luvera, Sr. Manager, Brand Social & Affiliate Partnership, Five Below Kepler: Kim Garcia, VP Social, Culture & Entertainment, Kepler Audrey Bloemer, VP Client Services, Kepler Lauren Gallagher, AVP Client Services, Kepler Herleen Bansal, Strategy Manager, Kepler Sara Addis, Strategy Manager, Kepler Later: Doug Borchert, SVP Partnerships, Later Carly Slater, Account Director, Later MK Keefe, Social Media Manager, Later Nicole Kobeda, Director Social Media Services, Later Lauren Sacco, Account Manager, Later Bridget Monahan, Account Coordinator, Later Jordan Bettinson, Account Lead, Later

Giant, animated Olympians towered over iconic Los Angeles venues from Sunset Boulevard to the Forum to create larger-than-life "Olympic-Sized Moments" in a unique digital out-of-home campaign. Each activation was customized for its location, expressing the scale of the upcoming Games. The campaign generated 84 million impressions, driving engagement for Ticket Draw registration with over 1.5 million sign-ups in the first 24 hours. Registrations surpassed 5 million across 194 countries within 6 weeks.

Credits: LA28 Olympic & Paralympic Games Olivia Cheng, Vice President, Marketing and Digital Engagement Eric Vexelman, Senior Director, Integrated Marketing Amanda Wah, Director of Ticket Sales Marketing Zofeea Genota, Sr. Manager, Digital Content TVGla Francesca Saunders, Sr. Manager, Integrated Marketing Oliver Newton, Senior Vice President, Head of Client Services Tracy Rinehart, Executive Producer Julie Gargan, Executive Creative Director Car Rafanan, Creative Director James Reynolds, Creative Director Lourd Ebuen, Senior 3D/Motion Graphic Designer Morgan Keep, Senior Art Director Tamra Brown, Copywriter

Phillips 66 went beyond the usual emails sent by gas brands --mostly coupons or rewards balances. I Spy, the Licenses Plate Game, a four-round March Madness-style offering, was crowned the greatest road trip game of all time. It featured vintage design and rubber hose animation built for the inbox. Over 140,000 people opened at least one round, and 64% engaged with three or more. Clicks ran 617% over the average campaign YoY, and the final round pulled twice the click-through rate of the first.

Credits: Adam Brown, Project Manager, Love Advertising Alex Graber, Associate Creative Director, Love Advertising Joel Rottier, Senior Vice President, Creative Services, Love Advertising Jon Kane, Senior Vice President, Love Advertising Jorge Gomez, Group Account Director, Love Advertising Kylie Key, Senior Brand Supervisor, Love Advertising Lea Greteman, Brand Manager, Love Advertising Nicole Orchard, Web/Email Developer, Love Advertising Richard Gil, Associate Digital Director, Love Advertising Sam Malone, Copywriter, Love Advertising Steven Mann, Director, Digital Experience, Love Advertising

The campaign for the launch of ARC Raiders involved four phases -- pre-order, tech test, launch, and post-launch reception. The campaign aimed to build crediblity through a five-month beta-to-launch funnel that converted early-access players into advocates. The initiative also segmented audiences beyond extraction-shooter enthusiasts -- targeting co-op squads, survival fans, and adventure seekers. ARC Raiders saw an 80% social sentiment lift, became the most Google-searched game of 2025, and surpassed pre-order goals by 60%.

Credits: Chris Gillette (Liquid Advertising) SVP, Global Media Maria Mohammad(Liquid Advertising) Marketing Director Pierre Gerber (Liquid Advertising) Senior Producer Chris Hepburn (Liquid Advertising) SVP, Creative Services Ashley St. Germain (Embark Studios) Marketing Director

Most Puget Sound drivers weren't choosing their commute—they were defaulting to it, out of habit. Sound Transit named that habit "car-brain," turning a mindless routine into something people questioned. Ridership rose 23% year-over-year (23 million-plus trips), Link light rail jumped 127% in the campaign's first month, and the 2 Line grew 63%. The idea resonated so widely it spawned limited-edition "car-brain" merchandise—rare territory for a transit agency, and proof the concept broke went beyond typical transportation messages.

Credits: Copacino Fujikado: Agency Sound Transit: Client

With 70% of mushrooms bought by just 30% of consumers, the category needed superfans, not buyers. "It's Not Magic. It's Mushrooms." recruited creators spanning multiple worlds—chef Matty Matheson, fitness icon Robin Arzón, gaming duo Danny and Aly, and TikTok's Logan Moffitt—so mushrooms felt discovered, not pitched. The program drove 109 million impressions, 4.3 million engagements, and up to 6x more saves than typical collabs. The New York Times even profiled Matheson as "Mr. Mushroom." That's culture, not just clicks.

Credits: Cristie Mather, Vice President, Marketing, Mushroom Council Adriane Rippberger, Director of Marketing, Mushroom Council Mitch Koch, Brand Integration Director, Rise and Shine and Partners Abby Matthews, Brand Integration Manager, Rise and Shine and Partners Amber Benson, Partner / Director of Media and Communications Strategy, Rise and Shine and Partners Aaron Komo, Social & Influencer Strategy Director, Rise and Shine and Partners Blake Degerstrom, Associate Media Director, Rise and Shine and Partners Noah Isaacs, Media Planner, Rise and Shine and Partners Grant Smith, Creative Director, Rise and Shine and Partners Matt Hunziker, Senior Copywriter, Rise and Shine and Partners Tabitha Evans, Art Director, Rise and Shine and Partners Andrea Sueker, Project Management Director, Rise and Shine and Partners

Audible wanted to promote well-being without adding to the pressure of productivity and self-improvement messaging. The brand partnered with Brazilian personality Gil of Vigor, transforming him into “Gil of Exhaustion” to humorously spotlight everyday burnout. Before the campaign launched, Gil changed his Instagram username, sparking organic curiosity and conversation. The idea expanded into a content ecosystem featuring relatable stories, creators, and humor around exhaustion and slowing down. The campaign generated 90M+ impressions, 61% organic reach, 82% of Audible’s annual engagement in under two weeks, 48% video retention, 99% positive comments, and a 133% increase in searches.

Credits: Vivian Arias, Creative Director, Audible Renata Gasperoni, Director of Brand & Content Marketing, Audible Rita Cunha, Public Relations, Audible Jessica Street, Brand and Content Marketing Manager, Audible Gilberto Vares, Media Manager, Audible Leonardo Neumann, Director of Original Content, Audible Adriana Alcântara, General Director, Audible Brazil Fernando Schaer, Audio Production Specialist, Audible Aline Rossin, CEO, Live The Agency Isabella Pipitone, Executive Creative Director, Live The Agency Thais Zimmer, Creative Manager, Live The Agency Caroline Araújo, Art Director, Live The Agency Thomaz Ballverdu, Senior Copywriter, Live The Agency Lucas Polato, VP Connection & Performance, Live The Agency Duda Monteiro, Production and Projects Manager, Live The Agency Isabella Cândido, Senior Producer, Live The Agency Fernanda Brandão, Insights Coordinator, Live The Agency Thiago Guimarães, Data Insights, Live The Agency Fernanda Kraemer, Strategy Director, Live The Agency Gisele Ferreira, Planning Supervisor, Live The Agency Daniel Bontempo, Director, Arizona Alessandra Lepiani, Executive Producer, Arizona Marcelo Hack, Executive Director, Arizona Luciana Ramos, Head of Production, Arizona Mariana Garcia, Account Manager, Arizona

Playful, gamified interaction met product discovery in McDonald's Grinch Meal launch. Consumers blinked to activate augmented-reality filters, triggering holiday animations featuring Grinch Meal elements, and moved their phones to add seasoning to fries. Combining Meitu's photo-editing capabilities and AR experiences, the campaign's shake-to-season component achieved more than 4.5x its click-through benchmark, surpassing its completion-rate benchmark by 23 percentage points. On Meitu, AR filter downloads averaged twice the daily level of prior comparable McDonald’s activations.

Credits: Doris Huang, Managing Partner, ADMERASIA Michael Lai, VP, Media Services, ADMERASIA Karena Chu, Senior Media Director, ADMERASIA Andrew Hung, Associate Media Director, ADMERASIA Kym Manuel, Senior Media Specialist, ADMERASIA Zoe Wong, Senior Media Specialist, ADMERASIA Joshua Nathan, Media Specialist, ADMERASIA Bess Cades, Director, Media Investment, McDonald’s Jamie Krinsky, Director, Go to Market Media, McDonald’s Ashley Hegan, Manager, Media Strategy, McDonald’s

Nothing Bundt Cakes reached out to one-time large Bundt Cake buyers in an effort to turn a single celebration into an annual tradition. Working with Zeta Global, it contacted these customers one month more before their anniversary. The three-touch series included offers that increased in value with each touch, additional products and flavor varieties and the brand’s loyalty program. Reaching 250,000+ guests, the campaign delivered a conversion rate that was 250% higher than the brand’s average for existing customers, and a 4% average order value.

Credits: Heather Anding, VP, Strategic Consultant, Zeta Global Nira Kotay, Strategic Consultant, Zeta Global Robert Marron, AVP, Data Science and Analytics, Zeta Global Kris Geist, Executive Creative Director, Zeta Global Madison Merryman, Creative Director, Zeta Global Kieran Grant, Art Director 2, Zeta Global Luke Byrum, Junior Designer, Zeta Global Melissa Avanzato, Senior Copywriter, Zeta Global Steph Fung, Digital Production Designer, Zeta Global Kay Hanusa, Traffic Manager, Zeta Global

Greater Miami Convention & Visitors Bureau and City of Miami Beach worked with VML and MiQ to conduct destination marketing in a new way. Rather than run 11 campaigns as separate media buys, the efforts were unified under a single programmatic strategy. This coordinated audience activation, cross-channel optimization and performance measurement. The approach generated 166.5 million impressions, reached 28.9 million unique households and drove 402,022 clicks and 16.9 million video completions, along with 440,545 attributed site visits. And site visitation rates rose for both organizations.

Credits: MiQ, VML, GMCVB teams

The National Highway Traffic Safety Administration (NHTSA) wants to persuade drivers to buckle their safety belts. But it found there was a better way than its old Click It or Ticket message. The new message, Click It to the Beat, transforms the task of buckling the seat belt into a fast-paced rhythm game. Users tap along to “click” seat belts into place, while earning points. MobileFuse utilized rich media to drive the message. The result was a 36% engagement rate, beating the 5–10% benchmark.

Credits: Kris Smith, Media Director, Stratacomm Zack Toland, RVP of Sales, MobileFuse Todd Casselman, VP of Creative, MobileFuse Jackie Snyder, Senior Art Director, MobileFuse Brandyn Baca, Senior Digital Designer, MobileFuse Guilherme Ozkaynak, Junior Creative Developer, MobileFuse

Jellyfish increased sales for Project Management Institute’s entry-level certification (CAPM) program during a slow holiday season by identifying a gap where PMI did not appear in search. The change achieved 21% rise in policy sales by analyzing how AI bots like ChatGPT, Gemini, and Claude talk about career advice. Using those insights, the agency targeted new customers through Google Ads and Microsoft Advertising, launching dedicated brand campaigns across Google and Bing to capture demand. Then it introduced target CPA portfolio bidding and expanded into Performance Max, giving automation clear efficiency targets, rebuilding campaigns around intent, giving automation perfect efficiency signals, capturing branded demand, and expanding into channels competitors.

Credits: Eric Meyer, VP Client Management, Jellyfish John Dawson, VP Strategy, Jellyfish Alyson Scacciotti, Senior Paid Search Director, Jellyfish Karen Bennett, Managing Director, Jellyfish Mike Golembo, Senior Paid Search Manager, Jellyfish Ujjaval Bhatt, Paid Search Director, Jellyfish

AdRoll grew its CTV search presence by 200% to drive awareness and interest in its new products, and helped marketers lacking information and guidance measure and optimize their own campaigns. The company built the CTV Knowledge Center, an educational hub that answered common questions marketers ask. The hub also demonstrated to brands how to start with AI-focused, search-first content. From June 2025 to April 2026, AdRoll’s campaign increased CTV search clicks by 49% and improved average rankings for new product launches from position 37 to 7.

Credits: Shae Henrie, Head of Content Marketing, AdRoll Wilson Lau, Lead Marketing Manager, SEO & Customer Intelligence, AdRoll Rochelle Burnside, Content Marketing Manager, AdRoll

When HBO Max reverted to MAX for its third rebrand in five years, the response on social media ranged from mockery to confusion. HBO responded by leaning into self-deprecating humor. By dropping 65 content pieces across six platforms within 24 hours, the campaign generated 16 million views, a 1,200% spike in mentions, 97% positive sentiment, and 106+ press features. HBO shaped the narrative and ultimately, what started as an identity crisis became HBO entertainment, showcased across social channels.

Credits: • Brian Carley Chief Creative Officer at Razorfish • Bill Leopold Vice President, North American Social at HBO Max • Conor Driscoll Associate Manager, Social Media at HBO Max • Joseph Bertolini Social Analyst at Razorfish • Mallory Ziglar Director, Operations at HBO Max • Steve Rebeiro Manager, Social Media at HBO Max • Ben Sahle Senior Director, Social Strategy at HBO Max • Nye Caple Associate Manager, Social Media at HBO Max • Sarah Lee Manager, Social Media at HBO Max • Dean Page Associate Manager, Social Media at HBO Max • Megan Zenger Senior Manager, Social Media at HBO Max • Amirah Campbell Video Editor at Razorfish • Leif Lyon-Miller Senior Social Analyst at Razorfish • William Schretzman Motion Designer at Razorfish • Taylor Markey Senior Social Analyst at Razorfish • Gabe Najar Social Analyst at Razorfish • Sebas Santafe Senior Manager, Social Media at HBO Max • Samantha Cheng Social & Digital Marketing Lead, APAC at HBO Max • Veronika Benzon Senior Director, Social Media EMEA at HBO Max • Joa Tous Senior Director, Social Media LATAM at HBO Max • Ashleigh Bruton Head of Social, Australia at HBO Max • Michael Hagos VP, Brand Creative at HBO Max • Shauna Spenley Chief Marketing Officer at HBO Max • Eric Pallotta Global SVP Brand Marketing and Social Media at HBO Max

Maruchan used Snapchat to turn a 50-year-old pantry staple into Gen Z's late-night obsession. The insight: "Saucy Noods" sounds a lot like "Saucy Nudes," and Gen Z's ramen cravings hit at the same hour as their flirty texts. Launched on Valentine's Day, Sponsored Snaps disguised as messages from a friend or crush arrived after 9pm with "Open for Saucy Noods." The stunt beat Snapchat's 3.5% open-rate benchmark by 288%, hitting 13.6%, and fueled Maruchan's #1 sales month on Amazon ever.

Credits: Client: Maruchan Brand: Saucy Noods Spot Name: Saucy Noods Valentines Day Air Date: 1/15/25 Agency: Goodby Silverstein & Partners Client VP, Marketing: Jeff Woronets Marketing Director: Katelyn Stokes Marketing Manager: Samantha Bell Agency Creative Chief Creative Officer: Margaret Johnson Art Director: Sara Ryan Copywriter: Hannah Cruise Account Services Managing Partner: Brian McPherson Group Account Director: Shanley McClure Brand and Communication Strategy Partner, Head of Communication Strategy: Christine Chen Strategy Director: Charlotte Cordova Junior Strategist: Riya Sinha

Panda Express elevated Lunar New Year from a seasonal marketing moment into a major cultural tentpole, celebrating its authentic connection to American Chinese culture. The centerpiece was Panda’s first hand-drawn animated short film, which aired on television and generated 24M+ YouTube views. The celebration expanded across social, digital, gaming, creators, music, and partnerships, generating 333M impressions. The campaign drove Panda’s highest-ever Lunar New Year Consideration score, up 7 points year over year, while store visits rose 5.5%, online-order revenue increased 18.1%, and February delivered the quarter’s strongest same-store-sales growth.

Credits: Crystal Chou, Group Media Director, The Many Nicole Reinertsen, Media Director, The Many Christian Pettinelli, Associate Media Director, The Many June Park Senior Media Planner, The Many Quintin Debley, Media Planner, The Many Alex Huang, Digital Director, The Many Ailyn Ventura, Senior Digital Specialist, The Many Gabriela Elizondo, Director of Analytics, The Many Joe Kim, Senior Brand Manager, Panda Restaurant Group Diana Huang, Senior Brand Manager, Panda Restaurant Group

To promote the Appalachian Trail — and the lesser known Appalachian Trail Conservancy — the term “take a hike” was transformed. A former insult became an invitation to experience the wonders of nature. And to spread that message, the ATC tapped Kevin Nealon as its spokesman. Social, digital and late-night talk shows weighed in, alerting Americans to a wilderness that should be explored and cherished. National interest grew. And a record 975 million impressions helped spur a 25% increase in donations. Walk on!

Credits: Tuesday Poliak, Chief Creative Officer, RP3 Agency Jeri Ward, Chief Marketing Officer, Appalachian Trail Conservancy Jeff Grace, Creative Director, RP3 Agency Amanda Moore, Design Director, RP3 Agency Olivia Childs, Art Director, RP3 Agency Elaine Luzietti, Copywriter, RP3 Agency Maja Husar, Head of Strategic Planning, RP3 Agency Jono DeCosta, Head of Media & Performance, RP3 Agency Ayse Altunisik, Media Supervisor, RP3 Agency Kristiana Johnson, Account Supervisor, RP3 Agency Melanie Appel, Head of Account Leadership, RP3 Agency Jeff Grace, Director, RP3 Agency John Melin, Editor, RP3 Agency Walker Corl, Editor, RP3 Agency Adam Maffei, Producer, RP3 Agency

The Take a Hike campaign from RP3 transformed a small nonprofit into a national cultural force. By reframing “Take a Hike” from an insult into an empowering invitation, the work didn’t just raise awareness, it reshaped public perception of the trail and mental health. Partnering with Kevin Nealon brought humor, authenticity and instant reach, while the “Definition Petition” turned passive viewers into active supporters. Nearly one billion impressions, $81 million in donated and earned media, and 85x the reach of paid advertising alone.

Credits: Tuesday Poliak, Chief Creative Officer, RP3 Agency Jeri Ward, Chief Marketing Officer, Appalachian Trail Conservancy Jeff Grace, Creative Director, RP3 Agency Amanda Moore, Design Director, RP3 Agency Olivia Childs, Art Director, RP3 Agency Elaine Luzietti, Copywriter, RP3 Agency Maja Husar, Head of Strategic Planning, RP3 Agency Jono DeCosta, Head of Media & Performance, RP3 Agency Ayse Altunisik, Media Supervisor, RP3 Agency Kristiana Johnson, Account Supervisor, RP3 Agency Melanie Appel, Head of Account Leadership, RP3 Agency Jeff Grace, Director, RP3 Agency John Melin, Editor, RP3 Agency Walker Corl, Editor, RP3 Agency Adam Maffei, Producer, RP3 Agency

PMG created an engaging promotion for Bring a Trailer targeting car enthusiasts gathered for Formula 1 week in Las Vegas. Creative centering on “Buy Diane’s Car” drove a 220% lift in “Bring a Trailer” Google searches, and a 70% lift in new Vegas users to the site, who averaged more than two minutes browsing once they arrived. The listing itself pulled 11,226 sessions, with 430 driven directly by QR scans. Paid social reached 537,000 people on the Strip, delivering 1.62 million impressions at $20 CPM.

Credits: n/a

America's bathroom counters are a battleground, and e.l.f. Cosmetics turned the chaos into evidence. "Vanity Vandals," a nearly 10-minute true-crime mockumentary, investigated the "Vanity Vandalism" epidemic—clutter caused by e.l.f.'s irresistibly affordable prices—complete with detectives, interrogations and a red-carpet premiere at TCL Chinese Theatre. The case went on to earn 3+ billion media impressions, 61 million social views, and $1.4 million in organic EMV from creators, up 264% versus its predecessor, with fans already demanding a sequel.

Credits: Laurie Lam, Chief Brand Officer, e.l.f. Cosmetics Patrick O'Keefe, Chief Integrated Marketing Officer, e.l.f. Cosmetics Chelsey Duckworth, Director Integrated Marketing + Communications, e.l.f. Cosmetics Ashley Rosebrook, Chief Creative Officer, e.l.f. Cosmetics Desi Gallegos, VP, Creative Director, e.l.f. Cosmetics Nimrat Brar, AVP, Creative, e.l.f. Cosmetics Jocelyn Choi, Associate Director, Marketing Operations, e.l.f. Cosmetics Jenn Washington, Director of Brand Marketing, e.l.f. Cosmetics Pamela Henzi, AVP Brand Marketing, Interim, e.l.f. Cosmetics Hallie Gersten, Senior Brand Manager, e.l.f. Cosmetics Brittany Barbanera, Associate Director, Paid Media, e.l.f. Cosmetics Alex Kasper, Sr. Director, Integrated Marketing Communications, e.l.f. Cosmetics Regine Fung, AVP, Global Paid Media, e.l.f. Cosmetics Jennifer Zaitz Sutherlin, Vice President e.l.f. Made (Entertainment), e.l.f. Cosmetics Micah Jesse Koffler, Global Director, Influencer & Creator Marketing, e.l.f. Cosmetics Evan Horowitz, CEO & Co-Founder, Movers+Shakers Geoffrey Goldberg, CCO & Co-Founder, Movers+Shakers Caitlin Woods, Creative Director, Movers+Shakers Justin Adelman, Group Account Director, Brand Partnerships, Movers+Shakers Emily Larsen, Social Media Director, Movers+Shakers Devon Archbold, Strategy Director, Movers+Shakers Daniel Ostrander, Director of Integrated Production, Movers+Shakers Grace Adams, VP, Integrated Production, Movers+Shakers Emma Melamed, Sr. Account Manager, Movers+Shakers Tamara Baskin, Sr. Influencer Marketing Manager, Movers+Shakers Mariel Weinand, Sr. Content Creator, Movers+Shakers Cara Zozula, Assoc. Director, Integrated Production, Movers+Shakers Juan Marquez, Sr. Social Media Manager, Movers+Shakers

The Texas-born Rambler water brand upped visibility by connecting with music and festival fans, alongside influencer collaborations and a social-first “Chug Life” push. Highlighting its texture and versatility clicked. So did activations with Austin City Limits and nationwide ads in priority stores that drove traffic to Rambler’s online site. Sales grew more than 70% this year and the brand is now approaching an estimated $40 million in annual sales, proving targeted micro-campaigns — geography, audience and retail availability — work.

Credits: Ly Tran, Founder/ceo, stiletto collective Daniella Meyers, Director, Brand & Performance, stiletto collective

Adobe is known for design and production, but not AI. To get CMOs to identify the company as their AI source, it switched gears. An intense, laser-focused campaign focused on changing CMO perceptions to ensure they would begin their AI adoption journey with Adobe. The message: Adobe is your trusted AI partner. Human-led, but Adobe-accelerated. Ads went global — from events to sports partnerships. The result? 1.6B global impressions and a 30% uptick in ROI. Message received.

Credits: Val Carlson, Chief Creative Officer, Critical Mass Jen Dorman, Executive Creative Director, Critical Mass Andrew Dolby, Executive Creative Director, Critical Mass Kate Foley, Group Creative Director, Critical Mass Jon Ehrlich, Group Creative Director, Critical Mass Diana Prymack, Associate Creative Director, Critical Mass Rodrigo Ruiz, Senior Art Director, Critical Mass Grant Owens, Chief Strategy Officer, Critical Mass Scott Sinclair, VP, Strategy, Critical Mass Joanna Mathews, Group Strategy Director, Critical Mass Alysson Scartz, EVP, Global Client Lead, Critical Mass Perry Cottrell, EVP, Client Operations, Critical Mass Chris Hurdiss, VP, Client Partner, Critical Mass Lauren McDole, Sr. Account Director, Critical Mass Ali Ewasiuk, Sr. Account Manager, Critical Mass Oli Moorman, SVP, Delivery, Critical Mass Alejandra Campos, Group Program Director, Critical Mass Anil Chakravarthy, President, Customer Experience Orchestration Business, Adobe Rachel Thornton, SVP, CMO, Enterprise Marketing, Adobe Marissa Dacay, VP, Global Field & Campaign Marketing, Adobe Ashley Chang, Sr. Director, Global Narrative & Content, Adobe Lori Debortoli, Sr. Director, Adobe Studio, Adobe Warren Frost, Sr. Creative Director, B2B Enterprise, Adobe Ashley Penn, Sr. Director, Global Enterprise Digital Marketing, Adobe Heather Combs, Sr. Director, Head of Brand Strategy, Adobe Jason Ridge, Group Manager, Marketing Program Management, Adobe Lindsay Tyler, Director of Brand Production, Omnicom Production Haley Silverman, Senior Producer, Omnicom Production Peter Humble, Producer, Omnicom Production Courtney Jenkins, Senior Music producer, Omnicom Production Tamika Knight, Senior business affairs Specialist, Omnicom Production Ben Strebel, Director, Biscuit Filmworks Edit - The Den Editorial Audio - Omnicom Studios Post - Coffee & TV Music - MAS (Music and Strategy)

For Halloween 2025, Mars Wrigley partnered with Clinch to turn Walmart shopper data into hyper-personalized creative across Snickers, M&M'S, Skittles and Twix—71 unique messages and 355 asset variations tailored to baking, trick-or-treating and gathering occasions. Real-time signals like purchase history and ad engagement let Mars shift spend dynamically between seasonal phases. The result: 132 million impressions, a 76%+ year-over-year ROAS increase, and a 73% drop in CPM—one of Mars Wrigley's most successful Halloween campaigns yet.

Credits: Chris Bendeck, Associate Director, Brands & Content, Mars Wrigley Jason Smith, Client Partner, Clinch

Idaho didn't need a scarier fentanyl message, just a clearer one: half of all fake pills with fentanyl contain a lethal dose. That single fact ran across five markets in school networks, convenience stores, commuter bulletins and street projections, anchored by a first-of-its-kind blacklight billboard that made pills glow to reveal hidden danger. The campaign sparked real conversations—families shared photos of the projections, students reconsidering their own risk—turning a scrollable statistic into something Idaho communities actively discussed.

Credits: billups Drake Cooper

The Plan Well, Play Well campaign, which coincided with the 2026 Winter Olympics, saw the launch of Season 3 of the branded entertainment series featuring basketball player Sue Bird, sports commentator and former competitive ice skater Tara Lipinski and hockey player Hilary Knight. The campaign aimed to show that financial planning can create the freedom to pursue new passions. The campaign was built around long-form YouTube episodes supported by YouTube Shorts, Meta placements, influencer partnerships, and sequential messaging.

Credits: Copacino Fujikado: agency Symetra Life Insurance Company: client

The Take a Hike campaign aimed to raise awareness of the Appalachian Trail Conservancy while also persuading people that public lands are important to mental wellbeing and worth protecting. The campaign featured actor and comedian Kevin Nealon in videos -- including one in which he expresses disappointment that Big Dictionary defines "take a hike" as "a rude way of telling someone to leave." Appalachian Train Conservancy saw a 20% surge in its email list in three months and a 25% year‑over‑year funding increase.

Credits: Tuesday Poliak, Chief Creative Officer, RP3 Agency Jeri Ward, Chief Marketing Officer, Appalachian Trail Conservancy Jeff Grace, Creative Director, RP3 Agency Amanda Moore, Design Director, RP3 Agency Olivia Childs, Art Director, RP3 Agency Elaine Luzietti, Copywriter, RP3 Agency Maja Husar, Head of Strategic Planning, RP3 Agency Jono DeCosta, Head of Media & Performance, RP3 Agency Ayse Altunisik, Media Supervisor, RP3 Agency Kristiana Johnson, Account Supervisor, RP3 Agency Melanie Appel, Head of Account Leadership, RP3 Agency Jeff Grace, Director, RP3 Agency John Melin, Editor, RP3 Agency Walker Corl, Editor, RP3 Agency Adam Maffei, Producer, RP3 Agency

Tecmilenio, a university within the Tec de Monterrey ecosystem in Mexico, created a growth strategy to gain more high school students during the 2024 and 2025 year without increasing its media investment. NP Digital created a campaign that brought stronger results without relying on increased spending and adapted to audience behavior and enrollment demands. Search campaigns were used to identify audience intent, with Google Performance Max as a driver. Meta campaigns targeted parents with urgent enrollment messages. TikTok was introduced in a controlled test to explore incremental demand without compromising overall performance.

Credits: Joyce Sosa: Account Director, NP Digital Francisco Ramirez: Paid Media Manager, NP Digital Alejandro Medina: Paid Media Specialist, NP Digital Hazel Martínez Cruz: Coordinadora de Campañas Digitales, Tecmilenio Daniel Sánchez Santos: Líder de Campañas Digitales, Tecmilenio Jorge Mier: Analista de Performance, Tecmilenio

Stiletto Collective helped SUPPLY make its first real investment in advertising with a digital-first campaign focused on residential interior designers and by proxy affluent homeowners across the country, with priority markets outside its Austin home base. Programmatic, social, search and publisher advertising drove qualified designers to a gated trade-signup experience, protecting professional pricing while building a new national database of potential customers. 92% of new website sessions came directly from digital advertising. Landing-page views from new trade prospects increased 333% and conversion reached 29%.

Credits: Ly Tran, Founder/ceo, stiletto collective Craig Mikes, Creative Director, stiletto collective Daniella Meyers, Director, Brand & Performance, stiletto collective

Playing off the analogy that dealing with prescription costs is like “the Wild West,” GoodRx launched its “Savings Wrangler” – a cowgirl who rides into pharmacies “to help consumers regain control” – and her ballad-singing prairie-dog sidekick, Dusty Pete. The campaign used TV, streaming, social, programmatic, CRM, radio, OOH, display, in-app placements, web integrations, earned media, and a Times Square subway station takeover. Results: measurable lifts in awareness, consideration, and engagement, outperforming healthcare advertising benchmarks, and establishing a distinctive creative platform that continues to evolve.

Credits: Amy Davis, VP, Brand & Creative, GoodRx Grace Shilton, Principal, Brand Marketing - Contract, GoodRx Ben Becker, Executive Creative Director, GoodRx - Contract, Ad-Like Objects Nick Loftus, Executive Creative Director, GoodRx - Contract, Ad-Like Objects Kyle Parr, Associate Creative Director, Copy, GoodRx Stephanie Wong, Sr. Program Manager, GoodRx Richard Case, VP, Media, GoodRx Tiffany Quach, Sr. Manager, Advertising & Promotions, GoodRx Zach Levin, Sr. Manager, Advertising & Promotions, GoodRx Tin Tran, Sr. Designer, GoodRx Deme LeNoir, Director, Social, GoodRx Mike Johnson, Sr. Designer, GoodRx Justin Seidner, Sr. Producer, GoodRx Carolyn Casey, Sr. Producer - Contract, GoodRx Lara Drew, Business Affairs - Contract, GoodRx Sue Winter, Creative Director, GoodRx Tim Donza, Brand Strategy - Contract, GoodRx Julie Morris, OOH Producer, GoodRx Robbie Barclay, Director, GoodRx Christopher Schulz, Sr. Video Producer, GoodRx Felix Rojas, Sr. Video Producer, GoodRx Will Jauregui, Video Editor, GoodRx Lauren Casparis, Vice President, Communications, GoodRx

Habit Burger & Grill faced a tough balancing act: delivering quality while keeping prices low during a category slump. The brand launched “Gotta Habit Meal Deals (GHMD),” supported by a new brand platform “Fresh Like That,” which balanced awareness with conversion for full-funnel coverage. The channel mix was built to clear reach and frequency thresholds, and creative strategy paired urgency hooks with differentiation messaging. The results: GHMD's share of Total Habit Sales in test markets surged 18.6% above the pre-campaign baseline at 99% statistical significance.

Credits: Georgia Schreiner, Media Director, Exverus by Brainlabs Corey Boyle, Media Supervisor, Exverus by Brainlabs Jillian Telman , Senior Media Planner, Exverus by Brainlabs Karla Calderon, Assistant Media Planner, Exverus by Brainlabs Sean Edwards, Director of Programmatic & E-commerce, Exverus by Brainlabs Lexi Semanskee, Sr. Programmatic Planner, Exverus by Brainlabs Ryan Schuster, Director of Search & Social, Exverus by Brainlabs Michael Robbins, Director of Search & Social, Exverus by Brainlabs Aaron Silva, Associate Director of Ad Operations, Exverus by Brainlabs Michael Petryshyn, Manager of Search & Social, Exverus by Brainlabs Prachi Rokade, Search & Social Specialist, Exverus by Brainlabs Tasha Day, VP of Media Planning & Strategy, Exverus by Brainlabs Hillary Kupferberg , VP of Performance Marketing, Exverus by Brainlabs Josh Edelman, VP of Analytics, Exverus by Brainlabs Jack Win, Head of Operations, Exverus by Brainlabs Talia Arnold, Managing Partner, Exverus by Brainlabs William Durrant, Executive Director, Exverus by Brainlabs

Haleon, in partnership with Publicis Media, Carrefour, Advertima, and Precision Media, ran a pilot program in UAE that linked an AI strategy and in-store audience recognition to programmatic media buying for Sensodyne, which provides oral care products. The four-group A/B test demonstrated that real-time demographic targeting drove a 68% incremental SKU sales uplift and increased overall brand sales by 30.69% while operating eight times more efficiently than traditional loop-based delivery. About 65% of the 13.9 million impressions delivered reach in the intended 20 to 45 age range targeted audience. By closing the loop between in-store impressions and point-of-sale data, the campaign delivered proof of performance.

Credits: Mazen Mroueh: Head of Retail Media & Partnerships - Publicis Media Middle east Hussein Khader: Co founder - Neuron Iman Nahvi: Co Founder - Advertima

HOKA redefined experiential marketing around The Speed Project by becoming an active part of the race rather than a traditional sponsor. Its Mojave Desert Postal Service, a roving outpost along the 300-mile Los Angeles-to-Las Vegas route, gave runners space to recharge, connect, and share their experiences while capturing authentic stories through interviews, photography, audio, and film. These stories fueled a broader content ecosystem spanning a hero film, athlete and creator content, paid social, and a digital hub. By reflecting the race’s culture and community, HOKA strengthened relevance, engagement, and earned a genuine place within running culture.

Credits: Jo Wallace, Global Executive Creative Director, Jellyfish Michael Kirwan, VP Creative, Jellyfish Ang Dahir, VP Media Strategy Ale Duque, Media Strategy Senior Manager, Jellyfish Cailey Gribben, Senior Integrated Producer, Jellyfish Jackie Steinberg, VP Client Management, Jellyfish Meredith Aird, Account Director, Jellyfish Creator Marketing: Collectively

Bring Clarity to Chaos transformed B2B marketing for TransUnion Marketing Solutions by addressing a perception problem, not a product problem. The campaign recognized that committee decisions stall because buyers fear choosing incorrectly; familiarity reduces that risk. Awareness became a behavioral strategy, using trusted trade publications, premium digital, video, streaming, social, audio, OOH, and major industry moments to build credibility before evaluation. Consistent, sequenced visibility increased unaided awareness 10 points, familiarity 7, consideration 8, and marketing-qualified leads 4.9x, all with flat spend—demonstrating that smarter media can simultaneously strengthen brand and drive performance.

Credits: Tamara Alesi, CEO, Mediaplus North America Jasmine Presson, Chief Strategy Officer, Mediaplus North America Laura Kavanaugh, SVP, Head of Media, Mediaplus North America Stefanie Flaum, VP Group Media Director, Mediaplus North America Meredith Robinson, Director of Media, Mediaplus North America Vanessa Tropona, Media Supervisor, Mediaplus North America Hannah Tilds, Associate Media Planner, Mediaplus North America Rose Huang, Senior Strategist, Mediaplus North America

Promoting city travel is common. Seattle chose to marry its urban sensibilities with nature, remaking its image as Mother Nature’s City. Trees, parks and shoreline beckoned as much as its cosmopolitan elements. A 360-campaign push brought the message of the Pacific Northwest’s beauty and possibilities home. Be it Hulu or trade show ads, Seattle emerged as the calm, go-to destination. Travels who saw the campaign generated an estimated 2,205 trips and $15.5 million in economic impact. Smart branding booked tourist growth.

Credits: Client: Visit Seattle Agency: Copacino Fujikado

To regain consumer trust, Pacific Gas and Electric’s developed “Open Lines,” an integrated campaign that used unscripted conversations, frontline storytelling and social-first formats to create a more open exchange between the utility and its customers. Later the campaign evolved into “Truck Talk,” a video series in which frontline workers responded directly to consumer criticism. It was distributed via YouTube, paid social, CTV and multilingual channels. Measurable results included a +4.6 point increase in brand trust among exposed audiences and +6.5 point increase in Latino customer sentiment.

Credits: Madeline Robinson, Media + Analytics, Duncan Channon Rob Griffin, Media + Analytics, Duncan Channon Jason Cantor, Media + Analytics, Duncan Channon Kyle Rovinski, Media + Analytics, Duncan Channon Aidan Steiner, Media + Analytics, Duncan Channon Natalia Rey, Media + Analytics, Duncan Channon Sarah Wiler, Media + Analytics, Duncan Channon