Commentary
Mediaedge:cia/MindShare - Ford/Sync
- by August 26, 2008
Ford/Sync
Finalist Use of Widgets
Mediaedge:cia: Melissa Schreiber, media planner; Larry Carney, digital planning director. Wunderman TDI: Kolleen Zimmer, Brian Kellet, project management; Lesli Schwartz, Melissa Behring, online media campaign management; Fred Stafford, Stuart O'Neil, executive creative directors; John Lindblom, associate creative director. Fred Stafford, Chris Walton, Marguerite Adragna, Mathew Peabody, copywriters. Brendan Mahn, Kevin Finney, David Nonthaweth, Tim Winters, Christina Ergonis, Haris Cizmic, art directors. Tim Winters, David Nonthaweth, Haris Cizmic, Bill Shippy, Bela Korcsog, Justin Mysza, Lee Felarca, interactive designers. Jamie Hewlett, illustrator; Todd Huntley, vice president, director, online advertising; Jeff Schamanek, account executive; Jill Stewart, digital analytics manager; Nick Gentile, digital analyst. MindShare: Brian Bos, senior vice president, convergence director; Cary Tilds, senior vice president, head of digital media operations.
Ford
focused on young, hard-core gamers with a widget promoting Sync, a communication and entertainment voice-activated technology. Team Detroit collaborated with Jamie Hewlett, the comic book artist
and designer best known for the comic strip Tank Girl, to put the focus on lifestyle and personality, always referencing gamer culture. For example, the number 42, which is The Hitchhikers Guide
to the Galaxy's answer to life, the universe and everything, is featured on characters' T-shirts and in the url itself. The widgetized games were fun to play and easy to share, creating a link
between the player and the brand.
