Razorfish Sun Products, "Laundry Fairy"http://slant.razorfish.com/showcase/showcase/all/index.htmlFinalist Contest/Promotion/Sweepstakes For this Razorfish and Sun Products collaboration, Melissa Rivers starred in a mockumentary about Laundry Fairy Union Local 32, a collective of stain-fighting characters who help stressed-out mothers. The product, subtly noted at the end, is All detergent. Viewers were driven to all-laundry.com by TV commercials following Celebrity Apprentice. The site had more traffic in the first 14 days of the program than it normally sees in six months: …

Dailey Intuit, "TurboTax SuperStatus Campaign"http://look.daileyads.com/omma_submissions/superstatus/ Finalist Contest/Promotion/Sweepstakes To take the stress out of tax time, Dailey and Intuit distracted filers by offering up a contest that let players solve challenges by updating their status via Facebook, MySpace or Twitter. To win prizes they had to write a clever string of text, pushing creativity...as well as TurboTax. Widgets were passed around via social networks and 20 challenges were played over tax season. TurboTax judged over …

Tribal DDB Mountain Dew Voltage, "Be a Power Player"http://awardshowentries.com/mountaindewvoltageFinalist Contest/Promotion/Sweepstakes Tribal DDB's "Be a Power Player" invited their target audience - teens - to play games, earn sweepstakes points and win free stuff - just by clicking. Links to social media sites heightened brand awareness among friends, and promoted their favorite flash games, straddling the line between pure pitch and fun. "Power Player" successfully encouraged users to replay, as more than 541K interactions were logged over …

Dailey Intuit, TurboTax's "TurboTron" http://look.daileyads.com/omma_submissions/turbotron/Finalist Rich Media: Single Execution Capitalizing on the 2009 Super bowl weekend, the football-themed ad from Intuit starts off with a literal and metaphorical explosion as a TurboTax football helmet goes head to head with a tax helmet and wins. Then things get really crazy. The ad unit opens into a giant jumbotron, packed with testimonials, a video from YouTube star Tay Zonday, a panel for asking tax questions, an offer to win $25,000, …

Saatchi & Saatchi LA Toyota Motor Sales U.S.A., Inc., Toyota Tundra Field Goal Game http://tmspreview.com/tundra_game/ Finalist Rich Media: Single Execution Targeted squarely at the obsessive fantasy football set, the Toyota Tundra Field Goal Game ad gave users the opportunity to use the Tundra's powerful 401-pound-per-foot torque capability to toss a 700-pound steel football through some goal posts. Then, as each goal was made, the distance was increased, escalating until the game had you launching fridges from outside the stadium. This addictive ad …

Razorfish AT&T, "ConnecTech"http://slant.razorfish.com/creativity/att_connectech_campaign.htmlFinalist Rich Media: Campaign Introducing ConnecTech as a service for digital device support, AT&T and Razorfish conceived a campaign that tapped into the consumer's frustration with setting up computers and entertainment centers. While simple, the series of ads had flawless execution and contextualized the service in an engaging, fun way by using puzzle games and slick animation.   Razorfish: Eric Livingston, Creative Director; Brian Morris, Associate Creative Director; Amy Ferranti, Senior Account Director; Valori McMillen, Account Supervisor; …

Leo Burnett: Daniel Paul; Megan Land.

Deadline Walt Disney Studios Home Entertainment, WALL-Ehttp://www.dead-line.com/awards/2009/omma/Finalist Rich Media: Campaign Leave it to Pixar and Walt Disney Studios to dream up (along with Deadline) an advertising campaign with plenty of character. In this case, that character is Wall-E, central star of a series of ads designed to tout the Pixar movie's move to Blu-ray and DVD. The campaign was comprised of several rich media components that culminated in a takeover of Amazon.com. Shoppers could play a …

MediaVest Coca Cola North America / Diet Cokehttp://www.mediavestww.com/cma09/dietcoke.html Finalist Branded Content/Product Placement Afraid that Diet Coke was losing its relevance among a younger generation, the brand created an original program called the Style Series. Featuring celebrity performances and interviews, the show catered to a young, pop-culture obsessed demographic. The show was filmed in front of a live audience, simulcast live onto digital billboards in Times Square (passerbys could dial a number to get the live audio) and …

Razorfish Starwood Hotels, "This is How It Should Feel" http://www.starwoodhotels.com/promotions/promo_landing.html?category=WI_BRAND&EM=VTY_WI_SENSES Finalist Travel When Razorfish was charged with creating an Web site for Westin that would show potential guests how the hotel experience will feel, they created several fully immersive environments designed to do just that. Users can toss feathers, rustle tall grass, make bubbles, and touch the sky. Accompanying copy on each of the twelve scenes explains how the experience related to a stay at the hotels. Ultimately, results surpassed industry marks …