EuroRSCG Worldwide Lacoste, "Momentum" APPAREL/FASHION Fearing that too many millenials think of country clubs and popped-collar polo wearing tennis players when they see the little alligator, Lacoste's back-to-school Momentum campaign engaged younger consumers with a Web site where visitors could create customized kaleidoscopes by selecting their favorite products and musical artist. Lacoste-created versions of the colorful, eye-catching kaleidoscopes streamed as banner ads on fashion Web sites and kids could also add their "shopping list" of favs to their Facebook …

Turner Sports TNT, "NASCAR on TNT" STANDALONE VIDEO Moving from home-to-home is difficult, what with all those change of address forms and such. Moving Nascar from Fox to TNT proved to be an even more difficult task - where to forward the mail that is viewers? Turner Sports partnered up with rockers ACDC to deliver a memorable, chantable, inner-monologue-takeover-able theme song of "T.N.T" to promote the move, giving flaming electric energy to a sport …

Initiative Hyundai, "Appetite for Adventure" STANDALONE VIDEO Initiative discovered that their "The Modern Expressive" target experienced high interest in the culinary arts. So when Hyundai wanted to inspire "The Modern Expressive" to try something new (their vehicles) they employed Chef David Lawrence, who traveled around in his Hyundai picking up ingredients outside of palate comfort zones and challenging food bloggers from goodbite.com to create recipes with these ingredients, all the while highlighting key functions of …

DDB Chicago AB-InBev/Bud Light, "Clothing Drive" STANDALONE VIDEO Never underestimate the power of out-of-shape white dudes young and old squelching their cheeks into office chairs, conducting meetings in their button downs and tighty whiteys, and running naked to the already packed elevator. DDB didn't when they delivered their cringeworthy giggle storm of a clothing drive which had forgetful philanthropists donating the clothes off their backs for free Bud Light. Goal of showcasing how …

Razorfish Mercedes Benz, "E-Class" AUTOMOTIVE Want to launch a new, high-end luxury car brand - the 2010 Mercedes-Benz E-Class sedan and coupe - in the middle of one of the worst recessions ever? Try building a site highlighting its long list of technological innovations, and allowing users to access performance videos, reviews and quick, at-a-glance features comparing them to other comparable cars. And drive traffic too via customizable, 3-D homepage takeover units on some of the most targeted and high-profile news sites, including …

Mindshare/NBC Universal Digital Studio American Family Insurance, "In Gayle We Trust" VIDEO: CAMPAIGN In the crowded, low-interest insurance category, Mindshare's challenge was to create a consumer engagement program for American Family Insurance that focused on the agent, and exemplified the "Trusted Adviser" persona. Sparing no expense - at least in online video terms - Mindshare and NBCU developed and launched an original 10-episode digital comedy series, "In …

Critical Mass & TBWAChiatDay Nissan Leaf, "Say Hello to My New Car" AUTOMOTIVE Nissan's web design team literally turned over a new leaf to help launch the automaker's first 100 percent all-electric car, the aptly named Nissan Leaf. The forward-thinking digital strategy seamlessly blends viral inducing social media options with online CRM features and a tablet-friendly homepage design that simply feels right for a new, eco-friendly brand whose target audience is "the new driver." To accomplish that, it first had to …

Critical MassAutoTrader, "Heart and Mind: 2010 Consumer Online Brand Campaign" AUTOMOTIVE For its 2010 consumer effort, automotive commerce site AutoTrader.com took a potential negative (the confusing nature of buying a new car) and turned it into a positive (making it an adventure) by simultaneously tapping into the emotional and logical ways people search for a …

Mindshare Kimberly Clark/Poise, "1 in 3 Like Me" VIDEO: CAMPAIGN In 2010, Poise set out to grow its household penetration and bring new users into the category. What category, you ask? Female bladder leakage pads. The challenge, as you might imagine, was the product's natural association with incontinence. In order to appeal to what Poise called "unhappy fem-care users," the brand took to the Web with the empowering slogan "1 in 3 Like Me," and none …

The Concept Farm Thomson Reuters/Reuters Insider, "Chart Karate" VIDEO: CAMPAIGN Even with financial professionals in mind, marketing a research tool in an engaging and entertaining manner is a challenge. Playing up the competitive nature of such research, The Concept Farm aligned Thomson Reuters and its Reuters Insider product with the highly engaging sport of Karate. A resulting Chart Karate microsite housed three videos, including "Master of the Markets," "Cubicle Ninja," and …