• by OMMA Magazine Writers , September 15, 2009

Pleated office pants and the iPhone didn't have a lot in common before OMD created the iPhone Shake campaign to freshen up the Dockers image. To become a topic of conversation among young, tech-savvy males, OMD created the first shakable ad, featuring freestyle dancer Dufon Smith a.k.a. "Orb," who would break into a dance routine once the iPhone was shook. The campaign was tied to games iBowl, iBasketball, iGolf and iTV, and the result was a 300% increase in positive Dockers conversations among the target audience on social media platforms and garnered 2B impressions and 350% value on media.

OMD: Jon Haber, US Director, Ignition Factory; Paul Leys, East Coast Director, Ignition Factory; Trevor Guthrie, Project Manager, Ignition Factory; Alix Hamilton, Associate Director, Strategy; Carrie Davis, Associate Director, Strategy; Jackie Thames, Strategist. Dockers: Melina Baxter; Medialets: Eric Litman; Razorfish: Linsey Mounger, Amy Griffin.