• by Staff Writers , October 10, 2007

Media execs can be just as artful as the people drawing up storyboards and writing copy, as these finalists prove.

Fallon Worldwide

Bravo's "Top Design"

Bravo: Jason Klarman, Executive Vice President, Marketing and Digital; Ellen Stone, Vice President, Consumer Marketing; Jane Olson, Vice President, Brand Strategy/Creative Director; Andrew Ulanoff, Art Director; Puja Vohra, Director, Consumer Marketing.

Fallon: Amy Sheil, Group Media Director; Ryan McKeever, Media Supervisor; Josh Kimber, Media Planner; Kylee Decker, Media Planner.

To promote bravo's "top design," Fallon Worldwide transformed New York City's Grand Central by contrasting its staid aesthetics with an urbane, high-brow façade created by designer Jonathan Adler (who, not coincidentally, was the lead judge of the show being promoted).

Adler transformed a dreary stretch of steel and concrete with a series of chic sitting areas. To get the word out more broadly, Fallon also held a splashy unveiling event for the press, hosted by Bravo's top management and the show's stars - including Jonathan Adler him-self, which drew a ton of coverage and buzz.

The stir attracted 1.7 million viewers to the premiere episode of "Top Design," making it the third most-viewed cable program among 18-to-49-year-old adults for the night.

OMD

Frito-Lay (Doritos)

Frito-Lay (Doritos Brand Team): Ann Mukherjee, Vice President of Marketing; Jason McDonell, Director of Marketing; Rudy Wilson, Brand Manager; Nichole Taylor, Associate Product Manager; Jared Dougherty, Director of Public Relations. Millsport: Andrew Robinson, Senior Vice President. Goodby: Kelly Johnson, Account Director.

TPN: Chris Bellinger, Account Director.

OMD: Chris Hoopes, Client Communications Director; Suhaila Suhimi-Waldner, East Coast Digital Media Director.

In an attempt to energize and restore the brand's value with loyal Doritos consumers, OMD invited consumers to execute and create their own Super Bowl commercial (valued at $2.5 million for a 30-second spot), giving them complete creative control. Multiple user-generated sites delivered the casting call and thousands of people voted for their favorite ad to appear in the Super Bowl. Ultimately, the contest was so popular that Frito-Lay ran two consumer-generated spots during the game.

The five finalists of the "Crash the Super Bowl" contest received $10,000, a trip to the game and immeasurable press coverage. The final video chosen as America's favorite aired as a Doritos commercial during the Super Bowl XLI broadcast.

Almost 1 million unique visitors viewed the 1,070 video submissions. January sales increased 12 percent and the winning video, "Live the Flavor" won YouTube's Super Bowl Challenge and earned a complimentary placement on YouTube's homepage worth $150,000.

ZenithOptimedia

Hewlett-Packard

Julie Rieger, Managing Director, West Coast; Joel Lunenfeld, Digital Media Director; Dong Kim, USA Media Director; Deidra Bodkin, Group Media Director; Anne Wilson, EMEA Media Director; Diana Sevillano, LAR Media Director; Kirsty McGovern, APJ Media Director.

The computer division of Hewlett-Packard made the strategic decision to shift from a more rational selling tactic based on pricing and promotions to a more emotional tactic. From this objective, the platform "The Computer Is Personal Again" was born.

The Zenith challenge was to bring this concept to life through highly original media ideas. The team connected the messaging platform to the notion that nothing is more personal than what is on your PC.

Zenith took this idea to MTV. They created programming around this premise that aired on MTV in the USA and on MeetOrDelete.com around the world.

Viewership was created through promotionalads on air, online, on the ground, out of home, on mobile phones and at retail sites such as the MTV store in Times Square. A sweepstakes was also built to encourage engagement and interest.

The contest drew more than 1 million entries globally. Additionally, "Meet or Delete" was accepted as a show on MTV.