1
Grand Prix
Award
Company/Agency
Observatory & Slap Global
Client
Doritos & Netflix
Entry image
Entry credits
- Netflix Marketing Partnerships -, Client, Netflix Marketing Partnerships
- Doritos -, Frito-Lay, Client
- Observatory -, Lead Agency, Observatory
- Slap Global -, Co-Lead Agency , Slap Global
- Hungry Man -, Production & Post-Production , Hungry Man
- Mathematic -, Visual Effects Company , Mathematic
- Company 3 -, Color Finishing, Company 3
- Lime Studios =, Sound Design & Mix , Lime Studios
- Shakermaker -, Music Agency , Shakermaker
Entry video
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1
Chair Award
Award
Company/Agency
DDB Chicago
Client
Coors Light
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Entry credits
- - -, -, -
Entry video
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8
Food and Beverage
Nomination
Company
Zulu Alpha Kilo
Client
Pizza Pizza
Summary
Pizza Pizza is Canada’s largest homegrown chain of quick-service pizza restaurants, well-known for cheap slices and easy availability. It truly is the people’s pizza. But the chain’s ubiquity means it’s often taken for granted, and while the brand is famous, it’s not necessarily beloved.
To launch Pizza Pizza’s new brand platform, “Everyone deserves pizza,” we turned our conviction into action — and had some fun doing it.
Just three days after the Bank of Canada announced a record-shattering interest rate hike, we tackled one of the top issues on Canadians’ minds — inflation — with a tongue-in-cheek offer: the Fixed-Rate Pizza.
On Pizza Pizza’s website, people could get “pre-approved” for a set price on an extra-large four-topping pizza. The price would be guaranteed for one year. As prices across Canada continued to rise, the price of the Fixed-Rate Pizza would stay the same.
With just a simple video, an online “pre-approval application,” and a modest media buy, we generated more than 91 million earned media impressions, sparked plenty of social conversation, and sold an astonishing number of pies.
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Entry video
Entry credits
- Zak Mroueh, Chief Creative Officer, Zulu Alpha Kilo
- Brian Murray, Executive Creative Director, Zulu Alpha Kilo
- Jonah Flynn, Associate Creative Director/Copywriter, Zulu Alpha Kilo
- Michael Siegers, Associate Creative Director/Art Director, Zulu Alpha Kilo
- Duncan Porter, Art Director, Zulu Alpha Kilo
- Ana-Marija Vlahovic, Designer, Zulu Alpha Kilo
- Crystal Huang, Designer, Zulu Alpha Kilo
- Alyssa Guttman, Account Team, Zulu Alpha Kilo
- Erika Dafoe, Account Team, Zulu Alpha Kilo
- Heather Segal, Strategy Director, Zulu Alpha Kilo
- Cameron Fleming, Strategy Director, Zulu Alpha Kilo
- Adrian Fuoco, Client, Pizza Pizza
- Amber Winters, Client, Pizza Pizza
- Raymond Luk, Client, Pizza Pizza
- Adam Williamson, Client, Pizza Pizza
- Susanna Rodrigues, Client, Pizza Pizza
- Nicolle Williams, Media Team, Media Experts
- Matthew Traynor, Media Team, Media Experts
- Sonia Prasher, PR Team, spPR
- Nikita Shivdasani, PR Team, spPR
- Tim Lynch, Producer, Zulubot
- Sarah Dayus, Producer, Zulubot
- Miguel Natividad, Motion Editor, Zulubot
- Noah Mroueh, Original Music, Zulubot
- Jeannette Downes, Mac Artist, Zulubot
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Nomination
Company
Code3
Client
Chipotle Mexican Grill
Summary
X
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Entry credits
- Irene Adibi, Brand Marketing, Chipotle Mexican Grill
- Chris Brandt, Chief Marketing Officer, Chipotle Mexican Grill
- Maria Contino, Senior Director, Media, Chipotle Mexican Grill
- Matt Furman, Sr Manager, Product Innovation, Chipotle Mexican Grill
- Michael Kotick, Sr Marketing Executive, Brand Strategy, Chipotle Mexican Grill
- Tressie Lieberman, VP, Digital Marketing & Off Premise, Chipotle Mexican Grill
- Stephanie Perdue, VP, Marketing, Chipotle Mexican Grill
- Shelley Sheppard, Brand Creative Director, Chipotle Mexican Grill
- Andrew Wilhelm, Sr Digital Media Manager, Chipotle Mexican Grill
- Rachel Brandt, Head of Creative , Code3
- Aislinn Shevlin, Group Creative Director, Code3
- Charlotte Feldman, Sr Creative Strategist, Code3
- Allie Ullman, Creative Strategist, Code3
- Racheal Pelter, Creative Coordinator, Code3
- Yvonne Williams, VP, Media, Code3
- Haylee Irwin, Social Strategist, Code3
- Lauren Jeroski, Creative Digital Marketer, Code3
- Emily Lampe, Sr Activation Specialist I, Code3
- Sun Yang, Paid Social Director, Account Management , Code3
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Highly Commended
Company
Wieden+Kennedy London
Client
The Absolut Company
Summary
“Welcome to Malibu” invited our audience to live with the carefree and spontaneous mindset of summer all year round and “Do whatever tastes good.” Working with iconic music video director Dave Myers we brought our colourful, hyperreal and inclusive Malibu world to life - an optimistic world where it's golden hour every hour and we serve up all sunshine and no shade. Peppered throughout with incredible choreography to the reimagined beats of ‘Call me Maybe’.
The result? A campaign that has shifted perceptions and driven growth for the brand.
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Entry video
Entry credits
- Anna Arnell, Creative Director, Wieden+Kennedy London
- Paddy Treacy, Creative Director, Wieden+Kennedy London
- Tom Bender, Creative Director, Wieden+Kennedy London
- Katy Edelsten, Creative, Wieden+Kennedy London
- Rachel Clancy, Creative, Wieden+Kennedy London
- Susan Hoffman, Executive Creative Director, Wieden+Kennedy London
- Laura Jacobs, Group Account Director, Wieden+Kennedy London
- Marlon Ge, Account Director, Wieden+Kennedy London
- Emily Gower, Account Manager, Wieden+Kennedy London
- Umar Butt, Account Manager, Wieden+Kennedy London
- Dan Hill, Chief Strategy Officer, Wieden+Kennedy London
- Brian Ritter, Planner, Wieden+Kennedy London
- Anjali Patel, Comms Planning Director, Wieden+Kennedy London
- Rich Adkins, TV Producer, Wieden+Kennedy London
- David Joseph, TV Production Assistant, Wieden+Kennedy London
- Amy Leach, Creative Producer, Wieden+Kennedy London
- Alex Coomer, Executive Business Affairs Manager, Wieden+Kennedy London
- Lenya James, Business Affairs Assistant, Wieden+Kennedy London
- Ryan Teixeira, Design Director, Wieden+Kennedy London
- Phil Rosieur, Lead Designer, Wieden+Kennedy London
- Jerram Clifford, Designer, Wieden+Kennedy London
- Hannah Lee, Designer, Wieden+Kennedy London
- Rezaul Alom, Motion Designer, Wieden+Kennedy London
- Dave Meyers, Director, Radical Media
- Jodie Brooks, Executive Producer, Radical Media
- Ben Schneider, Executive Producer, Radical Media
- Connor Hollman, Producer, Radical Media
- Fatima Zaman, Production Manager, Radical Media
- Scott Cunningham, Director of Photography, Radical Media
- Laura Ellis Cricks, Production Designer, N/A
- Verity May Lane, Costume Designer, N/A
- Hi Hat, Choreographer, N/A
- Magali Sagarra, Service Company Producer, The Lift Mexico
- Joe Guest, Editor, Final Cut
- Kit Wells, Editor, Final Cut
- Mike Radforth, Edit Assistant, Final Cut
- Maggie McDermott, Edit Producer, Final Cut
- Rebecca Rice, VFX Executive Producer, Mathematic
- Jason Bartnett, VFX Executive Producer, Mathematic
- Martin Trepeau, VFX Supervisor, Mathematic
- Clememt Germaine, Lead Flame Artist, Mathematic
- Loic Salmon, Lead 3D Artist, Mathematic
- Sonia Ferreira, Lead Compositor, Mathematic
- Thomas Boda, Shoot VFX Supervisor, Mathematic
- Stefan Sonnenfeld, Colorist, Company3
- Blake Rice, Color Producer, Company3
- Munzie Thind, Sound Designer, Grand Central Recording Studios
- Molly Butcher, Sound Producer, Grand Central Recording Studios
- Sunny Kapoor, Music Supervisor / Producer, Curation
- Rachel Menzies, Music Supervisor / Producer, Curation
- Leon Jean Marie, Music Supervisor / Producer, Curation
- Seb Smith, Music Supervisor / Producer, Curation
- Mkulu Lee, Composer, N/A
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Nomination
Company
Talon
Client
MilkPEP and GALE
Summary
In a world where male athletes take center stage, Milk redirected the spotlight to women with the launch of “Milk 26.2.” Via the powerful, out of home (OOH) campaign, Milk committed to sponsoring female and female-identifying runners who were participating in the 2022 New York City Marathon, while simultaneously supporting the next generation of female runners in partnership with Girls on the Run, a nonprofit that empowers young girls through running.
Milk and its creative agency, GALE, tapped Talon to lead the OOH campaign, developing a targeted multi-part media strategy around the brand, its mission of repositioning milk as a performance drink, and its effort to create a more equitable athletic world. The campaign ran from September 19 to November 6 and included a combination of OOH formats: Digital Bulletins, Spectacular, Painted Wall, Wild Postings, Wallscapes, and Urban Panels.
Talon leveraged strategic DOOH media placements across popular running routes to reach female runners, issuing an open call for Team Milk. The campaign shifted to geotargeted delivery at the Javits Center marathon expo in the three days pre-race (photobooth images were turned into dynamic creative for digital billboards). Lastly, geotargeted ads were served to runners and spectators on race day to generate campaign awareness and messages of congratulations were delivered post-race to Team Milk runners.
In the end, 3,543 Team Milk-sponsored women ran the marathon. OOH played a pivotal role in spreading large-scale brand awareness among Milk’s target demographic and led the charge in driving the call-to-action to join Team Milk.
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Entry video
Entry credits
- Ruth Schinn , SVP, Channel Engagement, Talon America
- Lauren Barbara , SVP, Client Strategy, Talon America
- Sarah Podziomek , VP, Associate Media Director, Talon America
- Nikki Sharma , Director, Client Services, Talon America
- Danielle Rind , VP, Digital Solutions, Talon America
- Stephanie Milicia, Director, Digital Solutions, Talon America
- Dan Dawson , Chief Creative Officer, Grand Visual
- Jenny Rye , Project Manager, Grand Visual
- Nathalie Meng , Project Director, Grand Visual
- Yin Woon Rani, CEO, MilkPEP
- Al Dejewski, VP, Marketing, MilkPEP
- Miranda Abney, Senior Director, Marketing, MilkPEP
- Brad Simms, CEO / President, Head of Strategy, GALE
- Winston Binch, Chief Brand & Experience Officer, GALE
- Geoff Edwards, Executive Creative Director, GALE
- Kristian Almgren, Business Lead, Client Partner, GALE
- Alison Stelzer, Sr. Engagement Lead, Client Partner, , GALE
- Erin Lyden, Head of PR, GALE
- Robert Shimasaki, Business Lead, Client Partner, GALE
- Whitney Collins, Executive Producer, GALE
- Annie Bishop, Executive Producer, GALE
- Eliza Florenda, Associate Creative Director, Social, GALE
- Alena Hyunh, Senior Associate, Community Manager, GALE
- Natalia Ortiz, Associate Producer, GALE
- Andre De Castro, Creative Director, GALE
- Damien Lecocq, Senior Art Director, GALE
- Adam Tarchoun, Senior Copywriter, GALE
- Olivia Ruffin, Content Creator, GALE
- Alix Hyatt, Associate Media Director, GALE
- Charlie Shipmen, Dr. Project Management, GALE
- Leslie Oddo, Sr. Project Manager, GALE
- Dylan Hamilton, Production Designer, GALE
- Lauren Furcinito, Account Director, PR, GALE
- Elli Serigelli, Account Supervisor, GALE
- Naomi Klefter, Account Supervisor, GALE
- Eli Rice, Manager, PR, GALE
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Nomination
Company
PepsiCo Beverages North America (Pepsi)
Summary
The cola industry has been around for over a century. While we’ve seen innovations tied to flavor, sugar content, calories, and packaging come and go, one tenet of the fan-favorite beverage has remained unchanged: its bubbles. So, when Pepsi set out with the ambitious task of reimagining the cola experience, we built our innovation around bubbles.
Introducing Nito Pepsi, the first-of-its-kind nitrogen-infused cola, available in two delicious flavors: Draft Cola and Vanilla Draft Cola. Softer than a soft drink, Nitro Pepsi responds to one of the biggest issues people have with cola – the bubbles – making fans reconsider everything they think they know about cola. The unbelievably smooth, creamy texture of Nitro Pepsi is made possible by a unique widget at the bottom of the can, which is the first time the technology has ever been applied to the cola category.
Launching with a 360-degree campaign that included heavy media investment, a robust social campaign, and breakthrough retail displays and packaging, Pepsi brought Nitro Pepsi to the masses, effectively disrupting the cola industry in a groundbreaking way. Earning more than 3.6B impressions across 523 stories (driving 100% positive sentiment throughout), Nitro Pepsi made a splash in the zeitgeist and forever changed the way we think about bubbles.
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Entry video
Entry credits
- Todd Kaplan, Chief Marketing Officer, Pepsi , PepsiCo
- Jenny Danzi, Marketing Senior Director, PepsiCo Beverages North America
- Katelyn Meola, Brand Marketing Director, PepsiCo Beverages North America
- Megan Richardson, Marketing Associate Brand Manager, PepsiCo Beverages North America
- JP Bittencourt, Marketing Vice President, PepsiCo Beverages North America
- Kimera Rosen, Marketing Insights & Analytics, Media, PepsiCo Beverages North America
- Kevin Moeller, Consumer Insights Senior Director, PepsiCo Beverages North America
- Max Goodwin, Consumer Insights Analyst, PepsiCo Beverages North America
- Louis Arbetter, VP, Content & Production, PepsiCo’s In-House Content Studio
- Amy Wong, Head of Brand Partnership, PepsiCo’s In-House Content Studio
- Steve Frechtman, Director of Production, PepsiCo’s In-House Content Studio
- Emily Smith, Head of Creative, PepsiCo’s In-House Content Studio
- Jayne Hickey, Head of Strategy, PepsiCo’s In-House Content Studio
- Neil Goldberg, Production Consultant, Direct Focus, Inc
- Kim Linn, Group Creative Director , PepsiCo’s In-House Content Studio
- Ari Alius, Creative Director , PepsiCo’s In-House Content Studio
- Lindsay Faulkner, Senior Account Director, VaynerMedia
- Anne Flavin, VP Group Account Director , VaynerMedia
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Nomination
Company
Dexerto
Client
Pringles
Summary
We are excited to share with you the tremendous impact of Pringles' "Can Hands" campaign. Our goal was to create a buzz and generate mass awareness around Pringles as the go-to snack for gaming, and we're proud to say that we exceeded our goals, with results that surpassed our expectations.
Through a strategic use of the overarching concept from Pringle’s "Get Stuck In" campaign combined with our new creative, messaging, and a focus on ensuring relevance to the Dexerto gaming community, we were able to create a connection that resonated deeply with our target audience. We leveraged the power of social media and influencers to amplify our message, resulting in a significant increase in engagement and brand awareness.
The campaign's impact was felt across multiple channels, including online engagement, social media reach, and audience sentiment. We saw a notable increase in consideration for Pringles as a go-to snack for gaming, with a measurable increase in purchase intent among our target audience.
Our campaign was more than just a success; it was a game-changer in the snack industry. It showcased the potential of targeted messaging, creative content, and influencer partnerships to create a lasting impact on brand awareness and growth.
In summary, our "Get Stuck In" campaign was a huge success, generating mass awareness and driving consideration for Pringles as the ultimate snack for gaming. We are confident that our campaign's measurable results and impact make it a worthy candidate for recognition and celebration.
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Entry video
Entry credits
- Josh Smith, Director of Integrated Marketing, Dexerto
- Ken Olsen, Head of Marketing, Dexerto
- Chris Raymond, Art Director, Dexerto
- Meg Lee, Graphic Designer, Dexerto
- Chris Collins, Account Director, Dexerto
- Mike Murphy OReilly, Head of Sales, Dexerto
- Kiana Vega, Project Manager, Dexerto
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Nomination
Company
Pizza Hut
Summary
This past October, Pizza Hut entered the handheld category and launched its most innovative offering to date: Pizza Hut Melts. Melts were designed for a pizza party of ONE, giving guests the option to enjoy the delicious taste of pizza without having to order the whole pie, whenever or wherever they want. The brand’s goal was to create a craveable product for the individual dining occasion. To pull this messaging through, Pizza Hut announced the Melts Disclosure Agreement alongside the product launch, which paid consumers to NOT share on social media. In a world that promotes the oversharing of information, photos, personal stories, and journeys, the brand decided to go the opposite direction to empower people’s desire to “go solo” and indulge in their own craving.
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Entry credits
- Brett LeVecchio, Director, Pizza Hut
- Chelsea Mack, Public Relations Manager, Pizza Hut
- Alison Brod, Owner, Alison Brod Marketing + Communications
- Jodi Hassan, Partner, Alison Brod Marketing + Communications
- Lauren Bishop Jennings, Executive Vice President, Alison Brod Marketing + Communications
- Adrianna Lauricella, Vice President, Alison Brod Marketing + Communications
- Annie Worthington, Senior Director, Alison Brod Marketing + Communications
- Kate Sherman, Account Supervisor, Alison Brod Marketing + Communications
- Laine Shear, Senior Account Executive, Alison Brod Marketing + Communications
- Bailey Hays, Junior Account Executive, Alison Brod Marketing + Communications
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Award
Company
The Balvenie Single Malt Scotch Whisky
Summary
The mission of Quest For Craft is to show that a 131-old single-malt whisky from a tiny town in rural Scotland shares a common passion for craft with zeitgeisty musician/producer/author/filmmaker Ahmir “Questlove” Thompson. In each episode Questlove and a creative peer have a free-ranging conversation exploring an issue around craft. Themes have ranged from chaos to the passage of time to the tension between technical perfection and personal expression. Guests have included Patti Smith, Michael Che, Kenan Thompson, Malcolm Gladwell and more. Episodes integrate segments exploring each theme in unexpected ways, from the craft of being an astronaut — to a mathematician explaining the creative merits of chaos. Now approaching our third season, the series is proving to be a dazzling success, driving lifts In brand awareness with luxury whisky drinkers while affirming the brand’s credibility and infusing it with relevance for younger culturally aware consumers who value creativity.
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Entry video
Entry credits
- Ahmir Questlove Thompson, Executive Producer, Two One Five Entertainment
- Trevor Undi, Director, There We Go Films
- Alexis Rosenzweig, Executive Producer, Two One Five Entertainment
- Zarah Zohlman, Executive Producer, Two One Five Entertainment
- Rob Meyer, Writer + Executive Producer, There We Go Films
- Greg Levine, Executive Producer, The Balvenie Single Malt Scotch Whisky / William Grant & Sons Inc.
- Sireenah Michlovich, Executive Producer, The Balvenie Single Malt Scotch Whisky / William Grant & Sons Inc.
- Annie Taplin, Executive Producer, The Balvenie Single Malt Scotch Whisky / William Grant & Sons Inc.
- Jerry Stifelman, Writer + Executive Producer, Quaker City Mercantile
- Rona Harman, Executive Producer, Quaker City Mercantile
- Beth Hayden, Producer, Quaker City Mercantile
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8
Content
Nomination
Company
160over90
Client
EA SPORTS
Summary
Each year’s EA SPORTS Madden NFL release triggers widespread conversations over players’ in-game ratings. Fans often ask themselves – and EA SPORTS – the following questions: Who decides the “Madden NFL 23” ratings? And how can I reach them with suggestions? Or, more likely, complaints?
Because of this, EA SPORTS collaborated with us to develop a global creator campaign that drove conversation and excitement around the release of Madden NFL 23 ratings, with the aim of creating pre-release hype.
We leveraged the conversation that was undoubtedly coming and set up a fake phone number, the Madden Ratings Hotline, for the person responsible for the ratings, “leaking” it to players, influencers and fans and sat back as fans called in.
To help spread the word, we created hero videos to release the number on EA Madden social channels. We tapped former NFL athlete and now Ratings Adjustor Chad “Ochocinco” Johnson, NFL athletes D’Andre Swift, Derwin James and Micah Parsons, and a network of influencers to promote the hotline.
Armchair GMs from all over the world generated over 1,000 voicemails in the first 24 hours leading to pick up by ESPN (including Adam Schefter), Sports Illustrated and Bleacher Report. The hotline amassed over 15,000 voicemails and garnered an estimated reach of over 217.8 million fans with 205.9 million estimated impressions. We have shared the hilarious, inventive, passionate, questionable and memorable content via Madden accounts and continued to promote the number via influencers and NFL athletes, including rookie.
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Entry credits
- Emma Waldren, Lifestyle Creator Lead, North America Football, EA SPORTS
- Derek Goode, Senior Vice President , 160over90
- Kenny Rosenstock, Account Director, 160over90
- Sajani Mantri, Account Executive, 160over90
- Roya Razmjou, Account Coordinator, 160over90
- Patrick Condo, Creative Director, Copywriter,
- Matt Klug, Creative Director, Art Director,
- Vandelay Pictures, Production Partner,
- Jeff Jenkins, Producer,
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Highly Commended
Company
Hearts & Science
Client
Reckitt
Summary
Over 3.6 million babies are born annually in the US, which means millions of parents and guardians potentially need infant formula to feed their children. But in a category with very little perceived difference between products, how do you drive preference for one brand over another?
Compounding this general category hurdle, what happens when a national baby formula shortage caused by a competitor brand throws the whole category into crisis? It’s hard enough to distinguish between formula brands in general, but even more so when a shortage means parents don’t know where to turn or whom they can trust. Against this backdrop, Enfamil pivoted its entire marketing approach to create a singular trusted masterbrand voice for three distinct formula products that parents could turn to in a time of uncertainty.
Everyday Health (EDH) is a trusted source of information on parenting-focused topics from pregnancy through children’s health and the perfect platform through which to launch the singular Enfamil voice. In partnership and through customized expert-to-parent, parent-to-parent, and community-based communications, Enfamil was able to educate parents about Enfamil’s best-in-class formula offering and provide quality assurance when crisis struck.
Enfamil’s new approach proved particularly prescient as the brand was able to pivot in a crisis with messaging that met parents where they were with reassurances that they could trust Enfamil. Through these efforts, Enfamil became parents’ favorite infant brand formula while maintaining its perch as the #1 pediatrician recommended brand.
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Entry credits
- , ,
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Nomination
Company
Zulu Alpha Kilo
Client
HomeEquity Bank/Royal Canadian Legion
Summary
HomeEquity Bank is a Canadian bank specializing in reverse mortgages for retirees – and is very committed to the causes that are important to this group. As a result, its CSR efforts focus on veterans.
The campaign connected current homeowners to residents from the past by sending replica letters from Canadian soldiers who fought in WWI and WWII to their originally intended addresses across Canada.
Offering a window into the past, the letters had a QR code to help drive poppy donations and share a moving video featuring Canadian veterans speaking about their dreams of returning home.
The Letters Home campaign immediately drew attention to Canadian veterans and their experiences. Despite a limited media budget, the campaign generated significant online media coverage across Canada. In addition and most importantly, HomeEquity Bank helped raise over $189,029 in individual donations for veterans and their families.
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Entry video
Entry credits
- Zak Mroueh, Chief Creative Officer, Zulu Alpha Kilo
- Brian Murray, Executive Creative Director, Zulu Alpha Kilo
- Vic Bath, Creative Director/Art Director, Zulu Alpha Kilo
- Dan Cummings, Creative Director/Copywriter, Zulu Alpha Kilo
- Michael Romaniuk, Associate Creative Director/Art Director, Zulu Alpha Kilo
- Marco Buchar, Associate Creative Director/Copywriter, Zulu Alpha Kilo
- Damian Simev, Design Director, Zulu Alpha Kilo
- Ana-Marija Vlahovic, Designer, Zulu Alpha Kilo
- Jackman Chiu, Designer, Zulu Alpha Kilo
- Ola Stodulska, Agency Producer, Zulu Alpha Kilo
- Tim Lynch, Agency Producer, Zulu Alpha Kilo
- Sarah Lasch, Agency Producer, Zulu Alpha Kilo
- Lauren Boultwood, Account Team, Zulu Alpha Kilo
- Samantha Tang, Account Team, Zulu Alpha Kilo
- Maxine Thomas, Strategic Director, Zulu Alpha Kilo
- Yvonne Ziomecki, Client, HomeEquity Bank
- Vivianne Gauci, Client, HomeEquity Bank
- Erin Wilson, Client, HomeEquity Bank
- Niary Toodakian, Client, HomeEquity Bank
- Jack Wilson, Client, HomeEquity Bank
- Saad Sharfuddin, Client, HomeEquity Bank
- Dwayne Mataseje, Media Team, OMD
- Mitchell Cornelisse, Media Team, OMD
- Ishita Aggarwal, Media Team, iQuanti
- Bindiya Jiwani, Media Team, iQuanti
- Jennifer Wasley, PR Team, Weber Shandwick
- Adam Bornstein, PR Team, Weber Shandwick
- Dan Cummings, Director, Zulubot
- Chris Greenberg, Researcher, Zulubot
- Ben Bentivegna, Production House Producers, Zulubot
- Colleen Allen, Production House Producer, Zulubot
- Jessie Posthumus, Editor, Zulubot
- Felipe Chaparro, Colour Grading, Zulubot
- Miguel Natividad, Motion Graphics, Zulubot
- Dino Cuzzolino, Audio Engineer, Zulubot
- Noah Mroueh, Photographer, Zulubot
- Jake Edwards, Senior Developer, Zulubot
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Award
Company
Observatory & Slap Global
Client
Doritos & Netflix
Summary
Doritos and Netflix's “Stranger Things” collaborated to create a first-of-its-kind virtual concert, "Live From The Upside Down," using a Doritos bag as a ticket for a 1986 music festival in the Upside Down. The partnership aimed to keep Doritos relevant in pop culture and get fans excited for “Stranger Things” 4. Both brands targeted a younger generation by igniting nostalgia for '80s music.
The concert was marketed like any other, with artist promos, press interviews, line-up posters, and digital integrations. The 34-minute live stream featured iconic '80s hits and “Stranger Things” special effects, making it appear the bands were playing LIVE from the Upside Down.
The partnership drove sales and engagement, lifting Doritos sales by 11%. The live stream achieved 303.4 MILLION VIEWS, 365K+ concert invite scans, 22.5K+ YouTube Live chat messages, and an unprecedented average view duration of 7:01, exceeding benchmarks and records set by pure entertainment events. It also garnered 4.46 BILLION PR IMPRESSIONS and 582 earned placements. The partnership helped Doritos capture a +1pt MARKET SHARE LIFT valued at $45 million annually (a herculean task given its leading position in the category).
Moreover, “Stranger Things” 4 became a cultural phenomenon, with 1.35 BILLION HOURS VIEWED in the first 28 days. It was Americans' Favorite TV show and the Most-Streamed Program of 2022.
Overall, the partnership between Doritos and Netflix's “Stranger Things” set a new benchmark for brand collaborations that drove engagement, sales, and culture demonstrating how heritage, music, and world-building with fans can create an unforgettable experience.
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Entry video
Entry credits
- Netflix Marketing Partnerships -, Client, Netflix Marketing Partnerships
- Doritos -, Frito-Lay, Client
- Observatory -, Lead Agency, Observatory
- Slap Global -, Co-Lead Agency, Slap Global
- Hungry Man -, Production & Post-Production, Hungry Man
- Mathematic -, Visual Effects Company, Mathematic
- Company 3 -, Color Finishing, Company 3
- Lime Studios -, Sound Design & Mix, Lime Studios
- Shakermaker -, Music Agency, Shakermaker
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Nomination
Company
The Balvenie Single Malt Scotch Whisky
Summary
The mission of Quest For Craft is to show that a 131-old single-malt whisky from a tiny town in rural Scotland shares a common passion for craft with zeitgeisty musician/producer/author/filmmaker Ahmir “Questlove” Thompson. In each episode Questlove and a creative peer have a free-ranging conversation exploring an issue around craft. Themes have ranged from chaos to the passage of time to the tension between technical perfection and personal expression. Guests have included Patti Smith, Michael Che, Kenan Thompson, Malcolm Gladwell and more. Episodes integrate segments exploring each theme in unexpected ways, from the craft of being an astronaut — to a mathematician explaining the creative merits of chaos. Now approaching our third season, the series is proving to be a dazzling success, driving lifts In brand awareness with luxury whisky drinkers while affirming the brand’s credibility and infusing it with relevance for younger culturally aware consumers who value creativity.
Entry image
Entry video
Entry credits
- Ahmir Questlove Thompson, Executive Producer, Two One Five Entertainment
- Trevor Undi, Director, There We Go Films
- Alexis Rosenzweig, Executive Producer, Two One Five Entertainment
- Zarah Zohlman, Executive Producer, Two One Five Entertainment
- Rob Meyer, Writer + Executive Producer, There We Go Films
- Greg Levine, Executive Producer, The Balvenie Single Malt Scotch Whisky / William Grant & Sons Inc.
- Sireenah Michlovich, Executive Producer, The Balvenie Single Malt Scotch Whisky / William Grant & Sons Inc.
- Annie Taplin, Executive Producer, The Balvenie Single Malt Scotch Whisky / William Grant & Sons Inc.
- Jerry Stifelman, Writer + Executive Producer, Quaker City Mercantile
- Rona Harman, Executive Producer, Quaker City Mercantile
- Beth Hayden, Producer, Quaker City Mercantile
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Nomination
Company
Havas Media Group
Client
The National Association of REALTORS®
Summary
The National Association of REALTORS® (NAR) Consumer Advertising Campaign’s content partnerships provide an opportunity for deeper storytelling about real members and their experiences, to educate consumers on the REALTOR® difference. By leveraging the credibility and equity of trusted, premium publishers, NAR is able to amplify the value its 1.5 million REALTORS® bring to real estate and beyond and align with cultural conversations around relevant trends and topics such as economic shifts and historical moments.
In this case, there are endless options on where to live full-time in this post-pandemic, work remote lifestyle; where to choose?
Now that this dream of an opportunity is at our doorstep, knowing whether the local area fits our lifestyle or needs is a particular set of skills of agents who are REALTORS® who have local market expertise beyond the listing.
In partnership with Vice Media, NAR produced “Right at Home”, a 4-part video series to demonstrate how REALTORS®’ local market expertise and the wisdom of real estate data and trends can help guide prospective buyers to new areas or communities, in addition to partnering with them to find the right spot for their home or business. With different areas being considered for relocation to a new city, town, or state, the best way to help yourself navigate all of these variables and find your next community is by partnering with an agent that is a REALTOR®.
The program came to fruition with a hero documentary series, episodic trailers, social-first reels, and custom brand destinations.
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Entry video
Entry credits
- Stephanie DiCicco, VP, Media Director, Havas Media Group
- Joshua Mandell, VP, Comms Strategy, Havas Media Group
- Caroline Rabourn, Associate Director, Media Planning, Havas Media Group
- Hannah Volpe, Associate, Planning, Havas Media Group
- Ryan Toffel, Supervisor, Analytics, Havas Media Group
- Adam Azzaro, Account Supervisor, Havas Chicago
- Stacy Burghardt , Creative Director, Havas Chicago
- Andrew Augeri, Group Strategy Director, Havas Chicago
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Nomination
Company
Infinity Marketing Team
Client
State Farm
Summary
The Gamerhood Challenge is the biggest and most inventive expansion into the online gaming space State Farm has made to date. The business challenge was to develop a campaign that would resonate with and educate the fickle target market (Millennials and Gen Z) about insurance in an innovative way they would embrace and find entertaining. The Gamerhood Challenge was a first-of-its-kind, multi-episode gaming competition, combining live gameplay and commentary, entertaining surprises, appearances by Jake from State Farm, and prize giveaways to viewers. Weekly, on the State Farm® Twitch Channel, online gaming fans across the country will be welcomed to the State Farm Gamerhood Challenge. The Gamerhood is the world’s largest physical gaming environment celebrating all things gaming, where fans can interact live and feature an impressive list of world-renowned gaming personalities. At the end of the series, one challenger will be named the Ultimate Gamerhood Champion, worthy of taking home the “Key to the Gamerhood” and State Farm will make a $100K donation in the winner’s name to Children’s Miracle Network Hospitals.
Despite it being the first event of its type, State Farm set massive measurable goals:
• 3.5 million Twitch/Rooster Teeth site views
• 61+ million episode reach
• 168,000+ ACV (average number of concurrent viewers) reach
• 3.4 million YouTube VOD (video on demand) views
• 51+ million VOD reach
• 100% increase of SF Twitch channel followers
• 750 million brand impressions
• 57+ million social media reach
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Entry credits
- Alyson Griffin, Marketing VP, State Farm
- Patty Morris, Assistant VP, State Farm
- Clinton Inselmann, Creative Director, State Farm
- Susi Lucas, Marketing Manager, State Farm
- Andrew Freeman, Marketing Manager, State Farm
- Ciarra Kohn, Marketing Manager, State Farm
- Heath Hunziker, Marketing Manager, State Farm
- Tim Thomas, Marketing Manager, State Farm
- Amy Hess, Marketing Manager, State Farm
- Chad Tons, CEO, Infinity Marketing Team
- Pedro Ferreira, Creative VP, Infinity Marketing Team
- JJ James, Creative Director , Infinity Marketing Team
- Haley Keim, Creative Director, Infinity Marketing Team
- Max Modica, Creative Manager, Infinity Marketing Team
- Kelsey Dukarm, Senior Account Director, Infinity Marketing Team
- Gabe Wallace, VP Innovation, Infinity Marketing Team
- Trevor Mills, Innovation Sr. Manager, Infinity Marketing Team
- Ryan Aja, Innovation Director , Infinity Marketing Team
- Jesse Andrews, Production Director, Infinity Marketing Team
- Scott Moore, Production Director, Infinity Marketing Team
- Teri Uyovbievbo, Account Manager, Infinity Marketing Team
- Sydney Leib, Account Manager, Infinity Marketing Team
- Joy Elett, Copywriter, Infinity Marketing Team
- Frank Hendler, VP, Influencer & Talent, Infinity Marketing Team
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Nomination
Company
Altermark Global / AlterLabs Inovation
Client
Prime Video
Summary
The objective of this special project for the Out of Home campaign (launch of the third season of The Boys), on Prime Video, was to bring more engagement with the characters, still recent in Brazilian pop culture. In Rio de Janeiro, bus stops are very popular for brands for activations, however, this was the first time that a project brought life to the laser eyes of a character. During the days when the project was exposed to the public, dozens of people recorded on their mobile cameras the unique moment when the bus stop started to be set on fire. The effect was so real that some people even asked when the firefighters would arrive to stop the fire from spreading to other parts of the street.
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Entry credits
- Rafael Peracio, Creative Director, Altermark AlterLabs
- Bruno Merolla, Creative Director, Altermark AlterLabs
- Sandro Costa, Producer, Altermark
- Marcelo Coutinho, Digital Design, Altermark AlterLabs
- Cintia Moura, production coordinator, Altermark
- Julia Gomes, production coordinator, Altermark
- Adriana Aranha, Project Manager, Altermark AlterLabs
- Agadyr Torres, Final Art, Altermark
- Fernando Tavares, Final Art, Altermark
- Lucio Medina, Head of BI & PR, Altermark
- Miriam Vendramini, Media VP, ADS OOH
- Maria Emilia Silveira, Account Manager, ADS OOH
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7
Retail
Nomination
Company
Creative Artists Agency
Client
AT&T
Summary
AT&T collaborated with superstar Karol G to bring fans closer to the music and artists they love while strategically leveraging immersive technology to enhance the overall fan experience. As the presenting sponsor of her record breaking 2022 $trip Love tour, AT&T provided fans with exclusive shareable content in both English and Spanish through surprise meta-forward experiences in-stores and on-site nationwide.
To authentically connect with next gen Hispanic consumers, AT&T curated a uniquely Karol G virtual universe providing fans with exclusive access and innovative bi-lingual experiences through a mobile-forward campaign. Objectives included:
-Garnering positive brand perception and interactions from Karol G fans
-Producing a tech-forward campaign that provided exclusive access to Karol G using augmented features that fans would enjoy and be excited about
-Curating never-before-seen experiences that resonate within retail and live music backdrops
-Leverage exclusive content in stores to
-Fully immersing historically underserved bi-cultural music fans into a uniquely Karol G augmented ecosystem powered by AT&T
-Create a first-time ever consumer experience in partnership with a globally renowned Latin artist that transcends industry benchmarks and breaks cultural barriers
-Understanding that the Hispanic experience looks different across geographical regions of the country, deploy a strategy that authentically resonates and unifies through a shared passion point
-Build memorable and innovative activations that are impactful yet scalable, while driving traffic to AT&T stores and increasing positive brand perception with Hispanic passion points
-Integrating the campaign around the Karol G tour sponsorship seamlessly across retail while driving lower purchase funnel metrics
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Entry credits
- Camila Seta, Brand Consulting Executive, Creative Artists Agency
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Nomination
Company
The MRN Agency
Client
AT&T Mexico
Summary
As the official title sponsor of the Mexican National Team, AT&T México knew that their participation in the FIFA World Cup Qatar 2022™ was the perfect opportunity to maximize their sponsorship investment while celebrating the return to stadiums. Their challenge was to develop a unique campaign that would leverage this partnership to drive traffic into AT&T retail and incentivize brand engagement throughout the Mexican Republic. To stand apart from competitors with the same goals, their marketing and agency partner developed a national campaign called “Camino a Qatar”. The heartbeat of the campaign was the development of a mobile application that allowed users to participate in a series of weekly challenges downloadable through iOS and Google Play, as well as register AT&T purchases for extra points. Those with enough points were entered in a live-streamed raffle where twelve customers won a paid trip for two to the World Cup to cheer on the Mexican National Team. The campaign ultimately surpassed all initial goals: it generated 20+ million impressions across the Republic of Mexico, yielded a 25% lift in traffic and sales, and surpassed the ROI goal of 2:1. Leveraging AT&T’s sponsorship of the Mexican National Team and participation in the FIFA World Cup Qatar 2022™, this campaign enabled AT&T to increase market share, amplify the reach of its brand voice, and facilitate positive brand perception across social media.
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Entry credits
- Rebecca Nunez, CEO & Founder, The MRN Agency
- Jay Kennedy, VP, Production, The MRN Agency
- Jennifer Burgos, Account Director, The MRN Agency
- Arturo Barajas, Production Director, The MRN Agency
- Karla Cervantes, Account Coordinator, The MRN Agency
- Carla Molina, Account Executive, The MRN Agency
- Paulo Martinez, VP of Content, The MRN Agency
- Sergio Almallo, Chief - Digital Marketing Officer at AT&T Mexico; Vice President, AT&T Mexico
- Farid de la Peña Kuri, Vicepresidente Adjunto Publicidad, Medios y Patrocinios, AT&T Mexico
- Edgar Castro, Director de Medios y Patrocinios VP Mercadotecnia, AT&T Mexico
- Marisol Serrano, Director de Marca & Servicios Creativos Marketing, AT&T Mexico
- Osvaldo Escalante Ainslie, Gerente de Patrocinios VP Mercadotecnia, AT&T Mexico
- Ana Cecilia Alvarado Garcia, Gerente Redes Sociales AVP Comunicación Corporativa, AT&T Mexico
- Daniela Villareal Camacho, Sponsorships Manager AT&T Brand, Creative Services, & Sponsorships, AT&T Mexico
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Nomination
Company
Canada Goose
Client
Canada Goose
Summary
Set in the highlands of Northern Scotland through the lens of iconic portrait photographer, Annie Leibovitz, Canada Goose’s international Fall/Winter 2022 campaign highlighted the stories of extraordinary women who embody the brand's Live in the Open ethos – bravely and boldly pushing boundaries, inspiring others to seek their greatness within.
The campaign featured an all-female cast including: actress, Jodie Turner-Smith; model and musician Soo Joo Park; and model and actor Khadijha Red Thunder; and underscored the power and impact of bringing together female talent both behind and in front of the lens. Each of its campaign muses are known for using their platforms to challenge the status quo, actively championing causes that serve to uplift underrepresented voices and inspire women around the world to embrace their authentic selves.
The campaign featured seven hero stills and three environmental shots used across print, OOH, web, paid and owned social and in-store, as well as a brand hero video shot by Annie Leibovitz’s sister, Barbara Leibovitz Hellman. Concurrently, an exclusive collection for women accompanied this campaign to further inspire its female consumer. Each campaign star was featured in styles from the collection, emphasizing clean lines and tonal branding for effortless sophistication with flattering silhouettes.
Resulting in over 5.4 billion earned editorial impressions, Canada Goose successfully reached its target audience with over 5.5M people engaged via earned social conversation in its first month. Audiences responded positively to women at the heart of its campaign with 60% of Fall/Winter purchasers being first-time Canada Goose customers.
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Entry credits
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Highly Commended
Company
January Digital, The Digital Leadership Company™
Client
Canidae™
Summary
In early 2022, Canidae, a sustainable and nutrient-rich premium dog and cat food brand, set out to curb the reliance on single-use plastics and encourage sustainable business practices with the launch of first-of-its-kind environmentally friendly Kibble Refill Stations.
Partnering with January Digital to successfully launch the pilot program in select Southern California Petcos, Canidae was slated to expand the Kibble Refill Technology nationwide to 100 stores by end of year. Ultimately, this campaign launch needed to strongly drive in-store usage of the Kibble Refill Stations in order to scale.
Strategic partner, January Digital, needed to evaluate the ad products that highlighted visual media components to increase the likelihood of and impact on consumer attention and understanding of this new campaign/product roll-out in such a crowded space. Not only was awareness important in this campaign, but the education was also paramount for Canidae to attract the optimal consumer to this new way of buying dog food.
Leveraging a laser-focused approach to capture the attention of current Petco dog food customers in addition to dog-owning prospects, January Digital harnessed the power of programmatic, digital out-of-home opportunities to raise awareness of the new-to-category way to buy dog food.
The deep understanding of the target audience and the digital media landscape exceeded the clients’ expectations. The digital out-of-home campaign not only increased average weekly store sales by nearly 5x and drove 146% in-store visitation lift at participating Petco locations, but also half of the kibble refill station customers were completely new-to-brand Canidae buyers.
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Entry credits
- Corey Dobbs, Senior Manager, Canidae™
- Jeremy Ekes, Senior Director, Client Strategy & Service, January Digital, The Digital Leadership Company™
- Ariel Proctor, Senior Coordinator, Client Strategy & Service, January Digital, The Digital Leadership Company™
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Award
Company
Zulu Alpha Kilo
Client
Harry Rosen
Summary
Harry Rosen, known for its formal menswear, is iconic in Canada. The retailer wanted Canadians to know about its new line of golf apparel. For the majority of golfers, how you look on the course is almost as important as how you play.
We hijacked the biggest event in golf, the Masters, by running ads during the Masters broadcast that looked and sounded identical to the real coverage. Except our ‘coverage’ , using the vernacular familiar to golf enthusiasts, focused purely on the players’ outfits. We also live tweeted the tournament, updating fans on the most important part of the action--the style.
The campaign exceeded retail category norms for recall by 62% and more than doubled category norms for favorability. In particular, online sales of polo shirts surged 40% week-over-week after the launch. Within the first two weeks of the campaign, clothing from the campaign had sold out. Searches for golf apparel on HarryRosen.com rose 350% compared to the same period a year before.
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Entry credits
- Zak Mroueh, Chief Creative Officer, Zulu Alpha Kilo
- Wain Choi, Executive Creative Director, Zulu Alpha Kilo
- George Ault, Creative Director/Copywriter, Zulu Alpha Kilo
- Jacob Gawrysiak, Creative Director/Art Director, Zulu Alpha Kilo
- Jessica Hill, Account Team, Zulu Alpha Kilo
- Robyn Morrissey, Account Team, Zulu Alpha Kilo
- Cosmo Haskard, Account Team, Zulu Alpha Kilo
- Chris Rosario, Account Team, Zulu Alpha Kilo
- Heather Segal, Strategy Director, Zulu Alpha Kilo
- Cameron Fleming, Strategy Director, Zulu Alpha Kilo
- Trinh Tham, Client, Harry Rosen
- Kristin Meier, Client, Harry Rosen
- Tatiana Isaza, Client, Harry Rosen
- Zoë Innanen, Client, Harry Rosen
- Paul Michel, Client, Harry Rosen
- Christine Kwan, Client, Harry Rosen
- Ben Kriz, Client, Harry Rosen
- Laura Nolasco, Producer, Beach Lion
- Mike Nolasco, Production Creative Director, Beach Lion
- Mike Nolasco, Director, Beach Lion
- George Ault, Director, Zulubot
- Jacob Gawrysiak, Director, Zulubot
- Tom Evans, Managing Director, Zulubot
- Adam Palmer, Head of Production, Zulubot
- Max Lawlor, Editor, Zulubot
- Sarah Dayus, Post-Production Supervisor, Zulubot
- Felipe Chaparro, Online Editor & Colourist, Zulubot
- Dino Cuzzolino, Audio Mix, Zulubot
- Noah Mroueh, Audio Mix, Zulubot
- Robyn Van Driel, Media Team, Horizon Media
- Michael Mills, Media Team, Horizon Media
- Tim Harris, Media Team, Horizon Media
- Mark Paterson, Media Team, Horizon Media
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Nomination
Company
Instacart
Summary
“The World is Your Cart'' is Instacart’s most extensive integrated brand campaign to-date and stars Grammy Award-winning artist, Lizzo. The campaign ushers in a new era of shopping inspiration by celebrating the promise that with Instacart, everyday moments can turn into new worlds of possibility. With a manifesto of “One cart, many possibilities. The World is Your Cart,” the campaign shines a light on the stories that our shopping carts tell about our lives, giving customers exciting new ideas about the possibilities of their own digital cart. In the 60-second film, we manifest the inspiration of Lizzo’s cart as so much more than a collection of goods, exploring how it can transform inspiration into reality with one tap, through stories told in delightful and hyperreal ways.
The Challenge: The pandemic resulted in a commoditized category, challenging Instacart’s share and underscoring its need to differentiate its brand offering.
The Insight: The cart represents more than what's for dinner, they tell the stories of our worlds and how we live them.
The Strategic Idea: The World Is Your Cart: the cart as a conduit to unlock expansive, additive, and inspirational possibilities.
Bringing the Strategy & Idea to Life: a brand platform, activation, and partnership that demanded the cart’s presence in culture.
The Results: Cemented Instacart as a category leader by driving mass conversation and a record-breaking number of orders.
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Entry credits
- Laura Jones, CMO, Instacart
- Kevin Byrd, Executive Creative Director, Instacart
- Jonathan Mildenhall, Creative Consultant, Instacart
- Rogelio Magana, Sr. Director, Brand Strategy & Campaigns, Instacart
- Alina Kim, Sr. Brand Manager, Instacart
- Rachel Williams, Sr. Brand Campaigns Manager, Instacart
- Brian Button, Creative Director, Instacart
- Missy Kockos, Associate Creative Director, Instacart
- Greg Damiani, Sr. Art Director, Instacart
- Justine Mar, Sr. Creative Producer, Instacart
- Claire Brown, Creative Program Manager, Instacart
- Rachel Holbrook, Production Consultant, Instacart
- Dani Dudeck, Chief Corporate Affairs Officer, Instacart
- Kelly Pakula, VP, Communications, Instacart
- Chrissy Trampedach, Sr. Director, Communications, Instacart
- Francisca Fanucchi, Director, Communications, Instacart
- Amelia Lukiman, Director, Communications, Instacart
- Pierce White, Sr. Manager, Communications, Instacart
- Shannon King, Manager, Communications, Instacart
- Hilary Burns, Sr. Manager, Communications, Instacart
- Erica Kolari, Manager, Communications, Instacart
- Scott Bell, CCO, Droga5 NY
- Laurie Howell, Executive Creative Director, Droga5 NY
- Maria Lee, Creative Director, Droga5 NY
- Hope Nardini, Creative Director, Droga5 NY
- Lea Mastroberti, Executive Group Account Director, Droga5 NY
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Nomination
Company
Madwell
Client
Visible Wireless
Summary
With low-cost, single-line plans, Visible is the wireless service that’s perfect for singles. To prove this, and inspire deeper engagement with this target audience of singles, we teamed up with Match Group to flip the norms of wedding season by creating a gift registry just for single people. The Visible Singles Registry allowed single individuals to build a wishlist of their dream items and share it on social media so their married friends could be the ones buying the gifts for a change. Gifts included “Mine" and "Also Mine" tea towels, single-serve coffee machines, full-bottle wine glasses, and a foldable one-person kayak for solo adventuring.
Word of our unconventional registry spread across national news and online publications, while the registry saw 240,000 visits, sparked over 30.6 million social impressions, and increased brand awareness by a whopping 80 percent.
By turning the traditional registry on its head in favor of single people, we reinforced Visible's single-line offering while proving to singles that Visible is the carrier just for them.
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Entry video
Entry credits
- Nicki Stuttman, Account Supervisor, Madwell
- Chris Sojka, Chief Creative Officer , Madwell
- Jeff Gillette, Executive Creative Director, Madwell
- Alex Rhubart, Associate Creative Director, Madwell
- Sam Dickson, Senior Copywriter , Madwell
- Charlie Smith, Account DIrector, Madwell
- Julia Goldsmith, Production Director, Madwell
- Darren Allison, Strategy Director , Madwell
- Madison Allen, Social Strategist , Madwell
- Megan Skari, Brand Marketing, Visible
- Olga Bermudez Paiva, Associate Director - Brand and Creative, Visible
- Angela Bobo, Senior Manager, Brand Strategy, Anchor Media
- Lulu Burns, Head of Influencer Partnerships, Anchor Media
- Victoria Calvert, Founder and CEO, Anchor Media
- Hannah Binder, Associate Media Director, VM1
- Cassidy Jeglum, Associate Media Director, Anchor Media
- Charlotte Ableman, Designer, Madwell
- Zenzile Sky Lark, Associate Designer, Madwell
- Sarah Korner, Account Supervisor, Madwell
- Kyle Calian, Creative Producer, Madwell
- Trevor Chauvin, Creative Producer, Madwell
- Mike Cargian, Director of Technology, Madwell
- Joe Cooper, Developer, Madwell
- Greg Rich, Developer, Madwell
- Jinook Jung, Developer, Madwell
- Scotty Nolan, Senior Animator , Madwell
- David Preli, Animator , Madwell
- Bill Blatchley , Account Director , Madwell
- Jess Abood, Creative Producer , Madwell
- Kristion Matas, Associate Creative Producer, Madwell
- Apoorva Prabhakar, Designer, Madwell
- Sera Kuzmenka, Associate Designer, Madwell
- Kaela Shelby, Copywriter, Madwell
- Sara Jabbari, Designer, Madwell
- Kelsey Nguyen, Social Copywriter, Madwell
- BriElle Munizzi, Associate Creative Director, Madwell
- CJ Thomas, Associate Creative Director, Madwell
- Michelle Douglas, Community Manager, Madwell
- Ian Rubini, Community Manager , Madwell
- Vicki Shapiro, VP, Marketing, Match Media Group
- Divya Lakhati , Director, Marketing, Match Media Group
- Matt Colban, Regional VP, Sales, Match Media Group
- Tomasz Modzelewski, Senior Designer, Match Media Group
- Kara Morris, Senior Account Manager, Match Media Group
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3
Metaverse
Highly Commended
Company
PMG
Client
Athleta
Summary
Athleta is committed to its mission to empower women and girls to reach their limitless potential. Being culturally relevant to all generations of women is particularly important for the brand’s long term success. It’s why Athleta partnered with one of the greatest athletes in history, Simone Biles, to inspire the next generation of girls. In 2022, we leveraged two key moments — the launch of Simone’s first signature collection of activewear and Back to School — to connect the brand’s Athleta Girl line with the digitally savvy audience, and accelerate business growth.
Athleta leveraged a unique opportunity to bring the ‘Power of She’ into the metaverse, to drive relevance, loyalty, and engagement with the next generation.
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Entry credits
- , , SuperAwesome
- Amanda Elmore, Account Director, PMG
- Lauren Herman, Client Strategy Senior Manager, PMG
- Nadia Pesina, Brand Media Director, PMG
- Nicole Whitehead, Brand Media Lead, PMG
- Amanda Banas, Brand Media Senior Associate, PMG
- Alexis Kim, Brand Media Associate, PMG
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Award
Company
The Wendy’s Company, Ketchum, VMLY&R and Spark Foundry
Summary
When Wendy’s launched the Wendyverse in March 2022, they became worlds apart from the competition in the metaverse - literally. Just like they were the first to dominate the social sphere and gaming realm, Wendy’s is the first brand to arrive in Horizon Worlds…and to continue creating.
Dropping realms as strategically as a Miley Cyrus diss track, the Wendyverse was anything but a static venture. When the first “phase” of the Wendyverse was released during the 2022 March Madness tournament, Wendy’s made it clear this was just the start of their journey, creating entire worlds for fans, filled with wonder, imagination and the best of the Wendy’s menu. This meta presence vastly differs from so many other brands’ content, because being an online pioneer takes much more than a few NFT drops.
The (virtual) reality is that very few brands have attempted to enter the metaverse and actively stay in it. Wendy’s has continued to build whimsical world after world with infinite opportunities for fans to experience, explore and enjoy. Each of the four distinct worlds reflects Wendy’s unique brand personality and represents a refreshingly different point of entry for metaverse users compared to competitors’ logo slaps on the platform. From shooting biscuit hoops during March Madness to careening down a steep Frosty® mountain on Hot & Crispy Fry skis, Wendy’s ensures all in-world experiences are ones that only your favorite red head could create.
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Entry credits
- Carl Loredo, Chief Marketing Officer, Wendys
- Lindsay Radkoski, VP National Marketing, Wendys
- James Bennett, VP Media & Social, Wendys
- Frank Vamos, VP Integrated Brand Experience and Strategic Communications, Wendys
- Kristin Tormey, Director Social Media and Digital Engagement, Wendys
- Bry Roth, Manager Strategic Brand Communications, Wendys
- Lauren Morton, Senior Specialist Social Media, Wendys
- Elizabeth Zimmerman, Specialist Strategic Brand Communications, Wendys
- Vivian Moussa, Coordinator Strategic Brand Communications, Wendys
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Nomination
Company
INVNT GROUP
Client
Lamborghini
Summary
INVNT GROUP] The Global BrandStory Project and it's digital innovation division INVNT.ATOM, in collaboration with Lamborghini, leading metaverse artist Krista Kim, 2x Grammy-nominated artist Steve Aoki, and the historied collector car auction house, RM Sotheby’s, sold the world’s first supercar 1:1 NFT connected to the last physical production supercar Lamborghini Aventador Ultimae Coupé ever produced. The historic campaign united three forms of art: design, music, and cutting-edge technology, to create a never-before-seen collaboration that will go down as one of the most prolific 1:1 NFT drops of the year.
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Entry video
Entry credits
- n/a n/a, n/a, n/a
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7
Healthcare & Pharma
Nomination
Company
Bounteous
Client
ABB Optical Group
Summary
ABB Optical Group, the leading distributor of optical products in North America, has been supplying contact lenses to eye care providers for over 30 years. Looking to modernize, the brand turned to Bounteous to transform its business and brand to make eye care easier for everyone. Bounteous worked alongside ABB Optical by utilizing a co-innovation approach built around collaborative, long-term vision and development. The objective was to create a human and simple-to-use experience that connects and strengthens patient relationships with their optometrists. Our teams partnered to create Abby with Bounteous providing creative development, style guides, fresh branding, customer experiences, research and development. With ABB Optical’s core mission and values in mind, the Bounteous team created a brand vision and built a roadmap to elevate their offerings and become a strong industry partner in the eye care space. Bounteous experts from 8+ practices were tying together the pieces and working behind the scenes to build out the foundation and digital experience behind an improved brand and product offering under ABB Optical. The Abby platform is employed by some 1,000 U.S. eye care providers her launch by ABB. Abby is an animated, personable character who serves as the online face for each eye care provider. Bounteous brought convenience to a whole new level under one platform, closing a critical gap between eye care providers and patients.
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Entry credits
- Tom Burke, CEO, ABB Optical Group
- Eduardo Martinez, Sr. Director of Digital Commerce, ABB Optical Group
- Erika Jurre, SVP of Strategy & Commercialization, ABB Optical Group
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Nomination
Company
Publicis Health Media
Client
Astellas
Summary
Despite 80% of women suffering often-debilitating symptoms during menopause, prescription treatments have remained risky or overly complicated. The societal taboo around women’s health, especially issues for seemingly ‘invisible’ older women, has caused needless suffering. Prior to the launch of this client’s revolutionary treatment for symptoms of menopause, we launched an educational campaign to encourage a positive cultural shift to medicalize Vasomotor Symptoms of Menopause, increase access to accurate information and demonstrate that treatment is culturally permissible.
To validate women’s experience and connect authentically, we created a content ecosystem in both endemic and cultural placements. Partnerships with trusted voices from WebMD, Mayo Clinic and BlackDoctor fed accurate information that re-wrote decades of search data. This was augmented by a unique pilot campaign on TikTok, in which an aging activist and a well-known gynecologist spoke to the target audience about VMS, opening a dialogue which could also be found on Meta as well as pharma-first partner “The Shade Room.” Adding fuel to this cultural change was visibility on one of the world’s biggest stages, the Super Bowl with an educational ad asking “What is VMS?” to more than 17 million viewers in the target audience of women 35-64.
This educational campaign addressed a widespread need, hidden in plain sight: millions of women suffering silently as their needs had been sidelined by society, obscured by outdated mores. By defining their symptoms as an addressable condition, we start to shift culture around menopause and offer freedom and support to a community too often ignored.
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Entry credits
- Jaime Morelli, SVP, Publicis Health Media
- Jan Weinstein, EVP, Publicis Health Media
- Jenn Renoe, Director, Publicis Health Media
- Sarah Kalowski, Supervisor, Publicis Health Media
- Mike Danforth, VP, Business Intelligence, Publicis Health Media
- Alison McManimie, SVP, Media, Publicis Health Media
- Tyler Nall, GVP, Platform Media, Publicis Health Media
- Jacob Cohen, Media Planner, Publicis Health Media
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Highly Commended
Company
McCann Tech
Client
OptiLight by Lumenis
Summary
The Background:
Lumenis, a leading global med-tech company, invented the breakthrough IPL technology (Intense Pulsed Light) and developed the OptiLight device - an innovative solution for Dry Eye Disease (DED) suffered by 49 million people in the U.S.
The mission was to build an impactful brand and position OptiLight as the leading solution for DED in the U.S.
The Challenge:
DED was often ignored and considered a "Silent Disease", leaving patients feeling like they just had to live with it. This called for the creation of a new market.
The Strategy: Two - pronged B2C2B
Increase awareness of DED and OptiLight to generate demand for the treatment among B2C and educate eye care practitioners its benefits.
The Campaign:
Phase 1: Awakening the "Silent Disease" and building credibility with celebrity endorsers like Mandy Moore declaring: "You Don’t Have to Live With It", and partnering with Key Opinion Leaders to showcase OptiLight's benefits.
Phase 2: A deeper dive into OptiLight and DED symptoms delivered by influencers representing the "Not Gonna Live With It" generation, and a message to Optometrists "Be THE Doctor" - highlighting OptiLight's professional and emotional value.
The campaign raised OptiLight awareness with 15.5M video views with a 73% completion rate, 4.2M organic video views, and a sales increase of +116% 2021 to 2022 in the U.S., surpassing the global market which was 61%.
The OptiLight campaign created a new market with high demand and most importantly empowered people to realize they don't have to live it anymore.
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Entry credits
- Shai Almagor, CEO, McCann Tech
- Rona Yaakobi, Creative Director, McCann Tech
- Shani Goldstein, VP Clients, McCann Tech
- Zohar Manor, VP Strategy, McCann Tech
- Alon Kiczales, VP Creative, McCann Tech
- Yiftach Sarig, Creative Director , McCann Tech
- Tony Anopolsky, Strategy Director, McCann Tech
- Roni Beker, Strategic planner , McCann Tech
- Tomer Hamami, Director of Digital Media, McCann Tech
- David Swanech, Digital Media Team Lead, McCann Tech
- Rachel Simon, PPC Manager, McCann Tech
- Amit Alboher, Client Success Manager, McCann Tech
- Itay Mayer, VP, Managing Director Vision, Lumenis
- Shelly Akazany, Director of Global Product Marketing, Lumenis
- Yael Gilboa, Marketing Manager, Lumenis
- Liz Risenberg, Senior Director, Head of triLift America, Lumenis
- Shani Peles, Product Marketing Manager , Lumenis
- Uri Schutzer, Director, POV Shahar Segal production
- Shahar Segal, Director, POV Shahar Segal production
- Neta Karni, Producer, POV Shahar Segal production
- Tobias Hochstien, Camera man, POV Shahar Segal production
- Shai Appelberg, Editor, POV Shahar Segal production
- Micha Klnsbruner, Producer, KINZI Films
- Rachel Schneider, Art Director, McCann Tech
- Mor Lewit, Copywriter, McCann Tech
- Natasha Geffen, Graphic Designer, McCann Tech
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Award
Company
Hearts & Science
Client
Moderna
Summary
With COVID-19 still prevalent in the US but perceived urgency for vaccines in decline, Moderna needed to find a platform to speak to an at-risk (A50+) audience, informing them of booster benefits, encouraging trust and ultimately increasing desire for booster vaccines.
We wanted to reflect Moderna’s vaccine accomplishments in a channel that celebrated intelligence and effort. We also needed to combat mistrust, misinformation and skepticism over side effects and efficacy, promoting confidence while driving awareness to a mass general audience.
The TV show Jeopardy! offered impressive exposure to the general audience at scale - many belonging to our primary audience.
Jeopardy! fans respond positively to the show’s intellect and earnestness, and when fan-favorites lose, fans often express excitement on when that contestant can return.
We decided to channel this hype into a first-of-its-kind rewriting of the show’s rules – sponsoring a follow-up show that’d connect with the show’s mass audience, while integrating Moderna’s message of innovation and vigilance into gameplay.
We created the ‘Jeopardy! Second Chance’ tournament, calling back 18 fan favorites from Season 38 who came so close to winning.
Throughout the competition, Moderna wove in “game changer” messaging and reminders on the importance of boosters and vaccines, integrating key messaging into the show, which tied together with Moderna topicals and a robust digital campaign.
Moderna’s presence was palpable for the entire tournament run, with a week of pre-promo preceding the two-week campaign. In its entirety, the campaign delivered on our ambitious awareness goals.
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Entry credits
- , , Hearts & Science
- , ,
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Nomination
Company
Rise Interactive
Client
Nicklaus Children's Hospital
Summary
Nicklaus Children’s Hospital is a beloved pediatric hospital system with a mission to inspire hope and promote lifelong health by providing the best care to every child. At Rise Interactive, we’re proud to have a long-standing relationship with this compassionate hospital as they change lives for the better. Between a general inconsistency in search demand for healthcare services, and the sunsetting of certain keyword targeting abilities on Meta platforms, Nicklaus needed to leverage their mature cross-channel digital marketing program to tackle these new circumstances head-on. Rise delivered a cross-channel media revitalization campaign that included:
A paid search keyword refresh: After benchmarking keyword performance with brand goals, we identified low-performing keywords within Nicklaus' account, and worked to prioritize high-performers throughout different service lines, instead.
A future-proofed SEO approach: To combat the trend of declining search behaviors, as well as to remain fully audience-centric, we applied SEO strategies that would enable the Nicklaus website to remain highly visible and approachable for all users.
A brand new paid social strategy: With Meta’s recent targeting changes, Nicklaus could no longer gather data from historically-analyzed keywords. To combat this challenge, we implemented additional routine creative refreshes and increased iterative testing to lay the foundation for strong creative performance.
An expanded programmatic reach: We identified new audience segments based on third-party data to create both an improved and budget-optimized bidding strategy.
Nicklaus, along with their community of healthcare professionals and patients, immensely enjoyed the outcomes of this cross-channel campaign… and we know you will, too!
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Entry video
Entry credits
- Amanda Tanner, Sr. Director, Account Management, atanner@riseinteractive.com
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Nomination
Company
Audigent
Client
Alcon
Summary
The contact lens market has grown tremendously, but with increased consumer demand comes greater competition. Swiss-American pharmaceutical and medical device company Alcon is one of the top industry players. They let consumers trial contact lenses through their website before buying them from their retailers or optometrists. Given the ultra-competitive market, Alcon has struggled with DTC performance and brand recall. The result: Alcon inadvertently sent people in-store only to buy other contact brands.
Alcon sought an innovative new way to efficiently target qualified customers while ensuring authorized retailers/optometrists suggested their lenses over other brands. Alcon engaged a fast-growing programmatic data, identity and curation company, Audigent, which utilizes a new approach to programmatic activation: curating data together with inventory, rather than applying them sequentially. They then activate on the supply side through SSP partners. Audigent designed this new approach to improve efficiency while prioritizing privacy.
Audigent and its DSP partner MediaMath launched Alcon’s DAILIES TOTAL1 for Astigmatism and DAILIES TOTAL1 Family contact lens products with two KPIs:
1. driving the greatest volume of Online Eye Exams (OEE) scheduled; and
2. driving value against the Cost Per Online Eye Exam (CPOEE), which had an established benchmark from Alcon of $150. CPOEE relates to brand recall and allows Alcon to accurately track in-store conversions.
The Audigent-MediaMath programmatic solution drove a campaign CPOEE of $109.65, outperforming the goal by 27%, and exceeded the OEE target by 12%. Due to the campaign’s tremendous success, Alcon shifted budget from another partner to Audigent-MediaMath mid-flight.
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Entry credits
- Sam Burstein, VP, Programmatic & Social Activation , Audigent
- Logan Pepchinski, Senior Manager, Omnichannel and Brand Commercialization, Alcon
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Nomination
Company
McCann Health New York, an IPG Health Company
Client
Novartis/ENTRESTO
Summary
Our mission was to build on ENTRESTO’s previous campaigns, while facing new competition. To create differentiation, it was key to establish ENTRESTO as the Heart Failure specialist, showcase a diverse set of patients and motivate all by showing the possibility that they can keep doing what they love.
When you give your heart the love it needs, it can continue to help you live the life you love. In “Heart of What You Do,” we created beautiful imagery of Heart Failure patients enjoying their lives while suddenly encountering heart formations on their way. It transmits the concept that our hearts are at the heart of everything we do—and no matter where we go, our hearts make it possible for us to get there. We selected breathtaking locations for each vignette, and these scenes were connected by unexpected transitions, bringing a cinematic sophistication to the spot. A projection of the ENTRESTO mechanism of action over the patient highlighted how it can help the heart pump blood to the body. The song “The Beat Goes On,” which is now part of ENTRESTO branding, helps convey the idea that Heart Failure patients can keep on having an interesting and fulfilling life.
This 360 campaign included TV, OLV, print, digital banners, social, audio, email, website and more.
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Entry credits
- Jan Franks, SVP, Group Creative Director, McCann Health New York, an IPG Health Company
- Priscila Ramos, Associate Creative Director, McCann Health New York, an IPG Health Company
- Ryan Potter, Associate Creative Director, McCann Health New York, an IPG Health Company
- Jeanne Courtney, SVP, Group Account Director, McCann Health New York, an IPG Health Company
- Shannon Horan , Senior Account Executive, McCann Health New York, an IPG Health Company
- Maria Sanchez, Director, Customer Experience Marketing, Novartis
- Patti Kirk-Leon, Digital Marketing Consultant, Novartis
- Terri Bess Battle, Executive Director, Senior Marketing Strategist Heart Failure, Novartis
- Melissa Rossi, Director, Marketing Strategy, Novartis
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2
Consumer
Award
Company
Critical Mass and TBWA/Chiat/Day
Client
DIRECTV
Summary
Who you gonna call when you want to stream all your favorite sports, on demand movies and
shows? The GOATbusters and DirecTV, of course! This targeted digital campaign intersected
with upper funnel awareness efforts, focusing on specific audiences (such as sports enthusiasts
and cord cutters) with RTBs engineered to drive direct action. Legendary MLB hall of famers
Alex Rodriguez, David Ortiz, Ken Griffey Jr. and Randy Johnson transform into bat wielding
Ghostbusters, in the sports/movie mashup of the season. The result? A home run for sports
fans and TV lovers everywhere.
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Entry credits
- Val Carlson , Chief Creative Officer, Critical Mass
- Andrew Lavery , Executive Creative Director, Critical Mass
- Andrew Dolby , Group Creative Director, Critical Mass
- James Maclean , Creative Director, Critical Mass
- Javier Olivares , Associate Creative Director, Critical Mass
- Meghan ONeill , Associate Creative Director, Critical Mass
- Ana Benitez Duarte , Designer, Critical Mass
- Peter Lagosky , Senior Copywriter, Critical Mass
- Thomas Turner , Production Design Lead, Critical Mass
- Daisy Swain , Copywriter, Critical Mass
- Faith Tyrell , Sr. Strategist, Critical Mass
- Jen Goldberg , VP, Strategy, Critical Mass
- Shawn Thompson , VP, Strategy Director, Critical Mass
- Sydney Woodman, VP, Group Executive Producer, Critical Mass
- Hannah Thompson , Executive Producer, Critical Mass
- Lexi Scott , Sr. Producer, Critical Mass
- Vince Varga , Sr. Producer, Critical Mass
- Ian Wells , Sr. Producer, Critical Mass
- Faryn Hill, Marketing Science Director, Critical Mass
- Stacia Parseghian, EVP Client Partner, Critical Mass
- Benedicte Dechaud, VP Client Partner, Critical Mass
- Andrew Burke, Sr. Account Director, Critical Mass
- Carly Barnhart, Account Manager, Critical Mass
- Logan Knight, Associate Producer, Critical Mass
- Luc Wilson, Associate Producer, Critical Mass
- Renato Fernandez , Chief Creative Officer, TBWA/Chiat/Day
- Jason Karle, y Group Creative Director, TBWA/Chiat/Day
- Mark Winters , Creative Director, TBWA/Chiat/Day
- Ryan Buckley , Creative Director, TBWA/Chiat/Day
- Janni Winderholm , Creative Director, TBWA/Chiat/Day
- Jessica Nugent , Copywriter, TBWA/Chiat/Day
- Rachel Findlay, Art Director, TBWA/Chiat/Day
- Jake Skirving , Sr Designer , TBWA/Chiat/Day
- Ekaterina Cervantes , Sr Designer , TBWA/Chiat/Day
- Sydney Tomer , Designer , TBWA/Chiat/Day
- Andrea Nazario , Jr. Designer , TBWA/Chiat/Day
- Alicia Portner , Senior Producer , TBWA/Chiat/Day
- Ian Donnelly , Producer , TBWA/Chiat/Day
- Dena Moore , Executive Art Producer, TBWA/Chiat/Day
- Jen Costello , Chief Strategy Officer , TBWA/Chiat/Day
- Jesse Unger , Group Strategy Director , TBWA/Chiat/Day
- Jim Jenkins, Director, O Positive
- Geoff Hounsell, Editor, Arcade Edit
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Highly Commended
Company
Critical Mass
Client
AT&T
Summary
When it comes to gamers, 2 things are clear: they love gaming, but they don’t love engaging with brands. To drive consideration of our best-in-class connection, we designed a competitively addictive experience on Snap that challenged gamers while introducing them to AT&T Fiber… the Speed Showdown.
Using Snap’s touch technology, we made the prompt incredibly simple: tap as many blue orbs as you can to prove how fast your reaction times are. Getting the pacing right proved to be a challenge—the starting speed needed to be accessible for a mass audience, but become fast enough to challenge even the most skilled gamers. Start off too hard, not enough people would play. Make it too easy by the end, succeeding in the game wouldn’t be worth sharing with friends and followers.
After weeks of adjustments with Snap’s development team, we got it just right, and teamed up with the GOATS of gaming, 100 Thieves, to make it official. Noah and Brooke played and posted their high scores on social to build buzz, garnering even more attention among the gaming world.
By creating a competitive experience, we introduced gamers to our brand on their terms… and it worked, big time. Speed Showdown achieved a 236% lift in CTR to our campaign landing page, a 5% reduction in bounce rate, and users spent 62% more time with the game compared to the benchmark. We learned that when it comes to gamers: make it fun, make it competitive, and the rest will follow.
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Entry credits
- Val Carlson , Chief Creative Officer , Critical Mass
- Frank Dattalo , VP, Executive Creative Director, Critical Mass
- Will Danilow , Group Creative Director , Critical Mass
- Fernando Brevilieri , Creative Director , Critical Mass
- Trey Tyler , Associate Creative Director , Critical Mass
- Justin Florio , Associate Creative Director , Critical Mass
- Eli Ching , Associate Creative Director , Critical Mass
- Maria Covarrubias , Designer , Critical Mass
- Julia Meade , Designer , Critical Mass
- Alexis Rosenthal , Senior Strategist , Critical Mass
- Laurel Lapidus , EVP Client Partner , Critical Mass
- Matthew Levine , VP, Client Partner , Critical Mass
- Kira Reed , Senior Account Manager , Critical Mass
- Elijah Patterson , Account Coordinator , Critical Mass
- Aziza Farah , Sr Project Manager , Critical Mass
- Alexis Smith , Program Director , Critical Mass
- Tommy Costello , Sr Producer , Critical Mass
- Marinna Breda , Producer , Critical Mass
- Kirill Telichev , Music & Sound Director, Critical Mass
- Dary BarclaY, Senior Sound Artist , Critical Mass
- Aaron Gregory , Senior Studio Artist , Critical Mass
- Guillaume Monsergent , Associate Studio Artist , Critical Mass
- Bela Horvath , Senior Studio Artist , Critical Mass
- Kiana Briscoe , Quality Control Specialist , Critical Mass
- Jared Siemens , Sr Proofreader , Critical Mass
- Rebecca Lafond , Proofreader , Critical Mass
- Kyle Meller , Associate AdOps Director , Critical Mass
- Julia Pugna , AdOps Specialist , Critical Mass
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2
Disruption
Nomination
Company
Cognizant/Lacy Maxwell Experiential
Client
Alexia Seijido
Summary
Cognizant has impressively committed to creating an inclusive and diverse global workplace, with multiple investments and assets supporting their DEI initiative, including title sponsorship of The LPGA (Ladies Professional Golf Association) Cognizant Founders Cup. The Founders Cup is a professional golf tournament honoring the 13 trailblazing women known as the Founders who created the LPGA Tour more than 70 years ago.
“We’re committed to creating equal opportunity and diversity, both in and out of the workplace,” said Gaurav Chand, Chief Marketing Officer, Cognizant. “We invested in the Cognizant Founders Cup as part of that commitment to help to build a better future for the next generation of female golfers. We’re pleased to continue that effort and look forward to supporting the talented athletes of the LPGA in 2022 and beyond through our sponsorship.”
Shameka Young, Global Head, Diversity & Inclusion at Cognizant: "We are excited to partner with the PGA TOUR & LPGA Tour as Cognizant supports equal opportunity and diversity in and out of the workplace. As the game of golf continues to evolve, offering new opportunities for individuals of all demographics, this partnership demonstrates our commitment to furthering diversity and inclusion across the globe."
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Entry video
Entry credits
- Alexia Seijido, Experiential Events & Sponsorships, Cognizant
- Graham Day, Chief Production Officer, Lacy Maxwell Experiential
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Award
Company
Native Tongue Communications
Client
Peanuts Worldwide
Summary
Overview: Native Tongue Communications (NTC) and Peanuts Worldwide launched The Armstrong Project, named in honor of Charles Schulz’ iconic character Franklin Armstrong, to establish $200,000 in endowments at HBCUs Howard and Hampton University.
Objective/Strategy: Less than 4% of all animators are Black. The Armstrong Project" is to bring attention to this issue, by increasing student engagement in the field of animation through an annual scholarship. The first scholarships were awarded during the 2022-2023 school year. The Armstrong Project will also ensure change and growth, though mentorship and internship opportunities for the students with individuals and companies in entertainment fields such as animation, film, and television.
Tangible Results/Outcomes:
• Significant applications from across both schools
• Increased student engagement and participation in animation and illustration majors within both school Art Departments!
• Millions of earned impressions through our digital PR campaign
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Entry video
Entry credits
- Melissa Menta, SVP, Peanuts Worldwide
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3
Sports
Highly Commended
Company
Acronym
Client
Professional Fighters League (PFL)
Summary
The Professional Fighters League (PFL) was gearing up for a major Championship Fight to be aired on ESPN and as a pay-per-view event. The 2022 PFL Championships lineup set for Thanksgiving week included six title fights, eight-fight main card streams on ESPN+ pay-per-view, and a four-fight undercard bout.
The six $1 million title fight matchups marked the first time the promotion has put on a pay-per-view card and the PFL sought to gain awareness for the fight and engage with top fans to drive more pay-per-view subscribers and viewership.
Acronym reviewed the Professional Fighter League's target audience demographics and online behavior to identify the best channels in which to engage fans. It was determined that the subReddit, r/MMA was the right channel in which to generate buzz. As we strategically scaled reach and created digital events to engage with fans, Acronym drove a 425% Share of Voice for the PFL and the subscriptions and total viewership was so great that the PFL and ESPN expanded the client engagement to include dozens of future fights, enabling the independently-owned Acronym to take the account away from the large holding company agency that previously represented the client.
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Entry credits
- Rebecca Kaplan, EVP, Client Success, Acronym
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Company
VidMob
Client
NFL
Summary
The National Football League (NFL) is a prominent fixture in the sports world, with millions of fans every year cheering on the 32 teams. To help reward the loyalty of these superfans, the NFL relaunched the Extra Points Visa Credit Card with a new bank partner, Bread Financial. They set out to develop display advertising to acquire new cardholders, highlighting the enhanced benefits. With five territories for messaging, the brand wanted to test, learn and iterate creative assets to refine their positioning and optimize performance. They took a phased approach to understand which acquisition messaging works best coupled with testing teams/players vs. generic imagery.
The NFL partnered with VidMob, a creative data analytics platform, to unify campaign analytics with creative production to drive clicks. Using VidMob’s data and first phase learnings, the NFL was able to gather insights and refresh creative throughout the campaign, and move from early phase awareness initiatives to conversion objectives.
Within 5 months of its launch, the data-driven creative yielded performance-increasing insights and successfully connected NFL fans with optimized, insight-driven ads that performed above all other NFL in-house campaigns.
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Entry video
Entry credits
- Joshua Rabenovets, VP of Fan Engagement Marketing, NFL
- Aaron Jones, Director of Performance Marketing and Strategy, NFL
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Award
Company
Los Angeles Rams
Summary
The Los Angeles Rams are not your typical sports franchise. From the way they play on the field, to the way they draft players, even the content they produce, they pride themselves on doing things differently. Whereas most teams would hold tight onto their future draft picks with a long view strategy of building for the future, the Rams went all-in in 2022. As Rams’ GM, Les Snead, famously said, “F them picks”. And it worked. The Rams were Super Bowl champions.
However, this strategy does come with its drawbacks as they entered the next offseason with zero 1st or 2nd round picks. Therefore, they had to build a creative campaign that would further elevate the brand, grow their fanbase and create a unique tentpole moment in the offseason that that no other sports team had. The campaign was to be centered around a fake movie trailer for a heist film in the vein of Ocean’s 11 – parodying the idea that without any top picks going into this year’s draft, they’d once again need to get crafty and choose players in later rounds who would provide the best overall value. In other words, they were going to “steal the draft.”
By the end of 2022, the trailer had over 8 million organic views and 600 million impressions—looks like they stole some attention too.
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Entry video
Entry credits
- Kathryn Kai-ling Frederick, Chief Marketing Officer, Los Angeles Rams
- Lexi VonderLieth, VP, Brand Strategy , Los Angeles Rams
- Jennifer Prince, Chief Commercial Officer, Los Angeles Rams
- Marissa Daly, VP and General Manager, Media , Los Angeles Rams
- Margaret Plouffe, VP of Marketing Strategy & Operations, Los Angeles Rams
- Eric Kaufman, Executive Creative Director, Los Angeles Rams
- Joanna Hunter, Public Relations, Los Angeles Rams
- Todd Davis, VP, Legal, Los Angeles Rams
- Emma McVay, Player Marketing, Los Angeles Rams
- Michelle Runch, Strategy & Operations, Rams Studios , Los Angeles Rams
- Brevin Townsell, Photography Lead, Los Angeles Rams
- Rachel Zisman, Manager, Brand Strategy , Los Angeles Rams
- Brittany Ramos, Sr. Director, Partnership Marketing , Los Angeles Rams
- Tyler Potts, Director, Partnerships , Los Angeles Rams
- Cory Befort, Creative Director, Los Angeles Rams
- Gabe Jimenez, Manager, Retail Marketing, Los Angeles Rams
- Maddie Bridges, Coordinator, Retail Marketing, Los Angeles Rams
- Sam Lack, Senior Video Producer , Los Angeles Rams
- Nick Conte, Video Producer, Los Angeles Rams
- Yusuf Rowser, Associate Video Producer , Los Angeles Rams
- Nick OBrien, Associate Video Producer , Los Angeles Rams
- Phillip Laborde, Associate Video Producer, Los Angeles Rams
- Taylor Bailey, Video Producer, Los Angeles Rams
- Rodolfo Galvan-Rivera, Studio and Spanish Producer, Los Angeles Rams
- Jake Dunn, Social, Los Angeles Rams
- Kurt Gies, Social, Los Angeles Rams
- Christie Aguilar, Social, Los Angeles Rams
- Patty Vicente, Social, Los Angeles Rams
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7
Technology-led Innovation
Award
Company
Accenture
Summary
As a global company of 730K people, reaching across geographies and industries, Accenture has a great deal of important employee communication. But when leaders and their teams across functions from around the world have news to share, it creates a lot of email traffic. Specifically, 475M centralized emails in 2021.
As a technology driven company, we asked ourselves how can we harness the power of technology and data to move away from leader-led to audience-first communications? So, we set out to transform how we communicate by creating a best-in-class, hyper-personalized newsroom that would prioritize what our people need to do and know, along with curated good to know content, ensuring they always have what is most important for them at their fingertips.
What if every morning everyone received a highly personalized summary of the most important information they need – and in a way that felt like it was coming less from Accenture and more from the different people they work with, across the globe? Partly a ‘to-do’ list, partly a morning ritual and a vital reminder of the things they’re doing individually and collectively in every part of the world, while still allowing all Accenture employees to get exactly what they need, when they need it, and nothing they don’t.
This resulted in corporate emails decreasing by 46%, along with a 99.8% successful delivery rate and a 200% increase in email engagement.
“Congrats on Good Morning Accenture. It is such a big step forward. Simplicity and humanity.” David Droga
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Entry video
Entry credits
- Jill Kramer, Chief Marketing & Communications Officer , Accenture
- Linda Zanella, Global People Engagement Lead , Accenture
- Joanne McMorrow, Communications Director, Accenture
- Allison Houston, Audience & Writing Associate Director , Accenture
- Duncan Marshall, Global Head of Creative Strategy, Accenture
- Greg Kaplan, Chief Creative Officer, Accenture Canvas, Accenture
- Julie Høgh-Christensen, Creative Direction Senior Manager , Accenture
- Julie OBoyle, Program & Project Management Senior Manager , Accenture
- Marc Elmore, Corporate Digital Marketing Senior Manager , Accenture
- Wayne Piggott, Business Architecture Transformation Senior Manager , Accenture
- Danielle Poole, Corporate Digital Marketing Manager, Accenture
- Amy Geiger, Good Morning Accenture Editorial Lead, Accenture
- Susan Carr-Arney, Communications Senior Manager , Accenture
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Nomination
Company
Verizon Communications Inc
Summary
Often judged through a consumer lens, the immense complexities involved in business-to-business marketing require marketing technology innovation at the highest level.
B2B brings a wide diversity of businesses, many to many data relationships in account structures, points of content, multiple channels of engagement across systems, and a massive scale of end-user employee products and services. This B2B complexity requires innovative thinking and forward-thinking strategies.
Verizon Business Group (VBG), in partnership with Accenture and Adobe, have transformed from demand marketing to real-time customer experience management.
Read our RTM success stories below for detail on how we delivered technology innovation to:
- Ingest over 1.2 billion data points and stitch a single customer profile
- Capture real-time customer engagement and behavioral triggers across channels
- Orchestrate omni-channel marketing & sales journeys
- Customize content and experiences based on the customer profile & journey
- Deliver real-time customer intelligence to the business
And as a result, we transformed the customer experience from 1:many to 1:1, increased customer engagement and drove incremental business revenue while accelerating time-to-market.
- Exceeded revenue target by 2X
- Exceeded profit target by 3X (from negative EBITA projection to positive EBITA)
- Generated +1.5M customer contacts
- Delivered +25M in attributed sales revenue
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Entry credits
- catherine Zipf, Sr Mgr-Business Transformation, Verizon
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Nomination
Company
VDO.AI
Client
The NBA (National Basketball Association)
Summary
The NBA wanted to make the 2022 conference finals an unforgettable experience for their loyal basketball fans. However, their marketing efforts were not generating the desired level of engagement. To address this issue, they turned to CTV advertising, and with VDO.AI, they developed a dynamic and personalized CTV tune-in messaging campaign focused on personalization. VDO.AI utilized advanced audience targeting, identity mapping, data, and analytics to reach cord-cutters and deliver a linear-like experience. The objective was to showcase the NBA's innovative approach to fan engagement and create an unparalleled brand experience. To achieve this, VDO.AI prioritized enhancing interactivity, taking the campaign to new levels of engagement, and creating a sustained buzz beyond the conference finals. They wanted to captivate fans and motivate them to actively participate in the campaign, resulting in an unparalleled level of fan engagement that would be unforgettable and leave a lasting impression.
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Entry video
Entry credits
- Jordyn Cohen, Supervisor Video Investment, Mediahub
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Nomination
Company
Full Circle Insights
Summary
Full Circle Insights was founded on the proposition that marketing and sales teams need a suite of technology tools inside their single source of data truth — the CRM — to generate accurate, easy-to-understand and actionable insights that help them drive revenue. Using its patented technology, Full Circle provides attribution and key measurement applications and has been a recognized leader in B2B marketing for over a dozen years.
For just as long, Full Circle has advocated a closer relationship between the sales and marketing teams because for businesses that sell to other businesses (B2B), collaboration is essential. So, how did the company respond to market demands? Full Circle developed a new product, Full Circle ABM, that allows B2B marketers to measure the impact of their ABM campaigns on revenue and foster closer ties with sales.
Specifically, Full Circle ABM lets marketers define and track their account funnel separately from their person-based funnels, align marketing and sales on a single source of truth for critical metrics, monitor activity from specific members of a buying group, determine which campaigns helped drive which deals, and measure the success of ABM programs all in one place: the CRM.
The technology strategy behind Full Circle ABM’s development aligns precisely with Full Circle’s core brand promise: to leverage data to empower marketers and drive greater efficiency via better marketing investment decisions and sales-marketing collaboration. Full Circle ABM is also generating impressive results that are helping the Full Circle team exceed business goals.
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Entry credits
- Bonnie Crater, CEO, Full Circle
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Nomination
Company
The Fresh Market, Inc.
Client
The Fresh Market
Summary
After 40 years in business, The Fresh Market—a regional, specialty food retailer—wanted to reach an untapped audience, GEN Y and the older age group within Gen Z, with the potential to drive new business to its stores through eCommerce. The company’s challenge was to achieve market success by reaching a millennial audience through a different medium than previously used.
The company partnered with Firework, the leader in video commerce. Firework brings shoppable and livestream video to a brand's own commerce site to drive exponential engagement and sales. It supports customers through the entire shopping journey of discovery, exploration, engagement, and purchase through livestream.
The Fresh Market tapped into where its potential audience shopped using Firework’s short and long form shoppable videos, and the results were astounding. The shoppable livestreams enabled the company to touch eCommerce grocery super users and consumers by allowing them to become active participants through a virtual shopping and sensory experience that closely mirrors that of one that’s in-person. Across every single KPI, The Fresh Market’s Firework-powered Shoppable Video & Live Commerce campaigns are redefining live shopping and ecommerce.
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Entry video
Entry credits
- Kevin Miller, Chief Marketing Officer, The Fresh Market
- Cassie Mabe, eCommerce Manager, The Fresh Market
- Kathleen Smith, Director of Digital Marketing, The Fresh Market
- Patrice Molnar, Director of Communications and Public Relations, The Fresh Market
- Ryan Matheson, Social Media Manager, The Fresh Market
- Hayley Bruffey, , Social Media Community Management Specialist, The Fresh Market
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Nomination
Company
Firstleaf + GALE
Client
Firstleaf
Summary
With nearly 65,000 wine producers worldwide, more than 10,000 grape varieties, and labels that don't tell you anything about what the wine will taste like, it's no wonder people are so confused when it comes to buying wine. The bizarre tasting notes, esoteric language like "carbonic maceration," and the fact that a wine you like one year can taste very different the next, only adds to the confusion.
Firstleaf’s “Wine Made Simple” campaign aims to demystify wine and poke fun at a traditionally stale category in a way that reflects the revolutionary DTC model that Firstleaf embodies; speaking to the company’s proprietary technology to build a unique and personalized Wine Profile for each member and curate each shipment individually. Firstleaf uses millions of data points to produce and curate each shipment of award-winning wine from around the world so that members can explore new bottles and discover new favorites tailored to their taste. With no preset packs or boxes, Firstleaf has over 82 million combinations of wines possible and 98% of its monthly boxes are unique.
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Entry video
Entry credits
- Patty Montagno, VP, Brand Marketing & Creative, Firstleaf
- Geoff Sanders, Chief Marketing Officer, Firstleaf
- Richard Preciose, Creative Director, Firstleaf
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Nomination
Company
Google/ Google Brand Studio
Client
Google
Summary
Every year, Google looks back at what the world searched for. Our goal for 2022 was to use Search Trends to reflect the year and connect with people around the world – leaving even the most cynical doom scroller with a bit of hope for the future.
In 2022, the world searched “can i change” more than ever. After two challenging years, the data showed people ready to reemerge and start something new.
Our film focused on personal and societal change, while on social, we shared niche trends to connect with subculture groups where they spend their time. We gamified Trends and created short-form videos, and content creators gave their take on some of 2022’s unique insights. Lastly, we built the first-ever Local Trends experience, featuring different cities’ top searches.
The film received over 295M YouTube views (the most in Google’s YouTube history), paid social assets had over 69.2M views and 169M combined impressions on SnapChat and Instagram, and the AR Trends filter had 18.9M impressions on SnapChat and 374K effect plays on TikTok. Our influencer partners received a combined 1.8M engagements and 450M impressions, and the local Trends experience received over 1.1M visits.
All in all, Year in Search 2022 reached more corners of the globe than any previous campaign. And people online responded with a newfound appreciation for a year many wanted to forget.
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Entry video
Entry credits
- Marcel Neumann, Sound Mixer and Composer, Marcel Neumann
- Rick Wilson, Colorist, Rick Wilson
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8
Social Purpose
Nomination
Company
DDB Chicago
Client
Coors Light
Summary
With rising heat waves across the globe, especially low-income communities are hit by overheating as the areas they live in are not cooled by green areas and have less space between buildings. This means a highly unequal situation between rich and poor.
Coors Light is a beer brand with the brand promise that it’s “made to chill”. So they wanted to come up with a solution that could help the target group by actually chilling them where they live.
Using a special white paint that reflects 85% of sunlight, we created Chillboards: billboards on roofs painted with messages about the benefits of white paint. This not only raised the awareness of a global issue, it also helped an overheated community in Miami, Florida stay cool.
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Entry video
Entry credits
- Ari Weiss, Chief Creative Officer, DDB Worldwide
- Rodrigo Jatene, Chief Creative Officer, DDB Chicago
- Rick Brim, Chief Creative Officer, adam&eveDDB
- Colin Selikow, Executive Creative Director, DDB Chicago
- Simon Higby, Creative Director, NORD DDB CPH
- Andre Sallowicz, Creative Director, adam&eveDDB
- Tim Fremmich Andresen, Associate Creative Director, NORD DDB CPH
- Anders Kure, Associate Creative Director, NORD DDB CPH
- Borja Iciz, Art Director, adam&eveDDB
- Jess West, Copywriter, adam&eveDDB
- Lane Hedler, Jr Art Director, DDB Chicago
- Ken Bates, Jr Copywriter, DDB Chicago
- Matt Blitz, Head of Production, DDB Chicago
- Rock Darlington, Group Executive Producer, Experience, DDB Chicago
- Adine Becker, Executive Producer, DDB Chicago
- Loreta Dilaveri, Producer, DDB Chicago
- Andrea Diquez, Chief Executive Officer, DDB Chicago
- Kiska Howell, SVP, Group Account Director, DDB Chicago
- Julie Crimmins, Account Director, DDB Chicago
- Dee Dee Morrow, Account Supervisor, DDB Chicago
- Raneen Onallah, Account Executive, DDB Chicago
- Milo Chao, Chief Strategy Officer, DDB Chicago
- Baxter Holland, Group Strategy Director, DDB Chicago
- Tabor Theriot, Project Management Director, DDB Chicago
- Anya Twillie, Program Director, DDB Chicago
- Jillian English, Director of Business Affairs, DDB Chicago
- Chris Quinn, Talent Manager, DDB Chicago
- Michelle St. Jacques, CMO, Molson Coors
- Marcelo Pascoa, VP Marketing, Coors, Global and North America, Molson Coors
- Chris Steele, Senior Director, Marketing, Molson Coors
- Alex Vertrees, Associate Marketing Manager, Molson Coors
- Amber Dutra, Public Relations Manager, Molson Coors
- Set Free Richardson, Director, Helo
- Brendan Kiernan, Co-Founder, Partner, Helo
- Justin Moore-Levy, Co-Founder, Partner, Helo
- Rupert Samuel, CMO, Helo
- Tom Webster, Experiential Creative Director, Partner, Helo
- Mercedes Allen-Sarria, Executive Producer, Helo
- Gabrielle Brattole, Experiential Producer, Helo
- Efren Andaluz III, Street Artist, Helo
- Brian May, Editor, Whitehouse Post
- JoJo Sheerer, Head of Production, Whitehouse Post
- Caitlin Grady, Executive Producer, Whitehouse Post
- Ryan Smith, Senior Producer, Whitehouse Post
- Joel Simon, CEO/CCO, JSM Music
- Jeff Fiorello, VP, Executive Producer, JSM Music
- Norm Felker, Senior Producer, JSM Music
- Andrew Manning, Senior Producer, JSM Music
- Sharon Cha, Producer, JSM Music
- Tia Perkins, Head of Production, Carbon
- Ian Bradley, Creative Director, Carbon
- June Filtenborg, Jr Creative, NORD DDB CPH
- Sofie Engelbrecht, Jr Creative, NORD DDB CPH
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Highly Commended
Company
Bader Rutter
Client
Tempo
Summary
TEMPO is a professional women’s organization with a 45-year history. They were seeking to refresh its visual brand and messaging to reflect its goals for the future and bring together multiple regional chapters. Most importantly, TEMPO sought to grow their membership while staying true to their mission to further the impact of women leaders.
Every element of the TEMPO brand was refreshed — but that was just the beginning for this campaign. Through the research and creative development, a larger story emerged. And so what began as a rebrand expanded to include a documentary film, Direct Positive — featuring the tintype photography work of local artist Margaret Muza.
During two days of portraits and intense interviews with TEMPO members, the film explores what it takes for women to lead in their careers and their communities and why it’s so important for more women to lead today.
Entry image
DirectPositive Poster.pdf
Entry video
Entry credits
- Sarah Kmet-Hunt, Executive Creative Director, Bader Rutter
- Kate Martin, Executive Creative Director, Bader Rutter
- Gina Tomilonus, Art Director, Bader Rutter
- Jess Ayala, Director, Bader Rutter
- Linda Hogan, Account Executive, Bader Rutter
- Andy Gorzalski, Executive Producer, Bader Rutter
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Nomination
Company
Kin
Client
Mailchimp
Summary
Give Where You Live is an initiative designed to drum up interest, visibility, and donations for small, local nonprofits. With an integrated campaign that included an animated anthem film, a website that doubled as a recommendation engine, and a partnership with the NFL, we started a movement that drove generosity, donations, and community pride.
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Entry video
Entry credits
- Kwame Taylor-Hayford, Co-Founder, Kin
- Sophie Ozoux, Co-Founder, Kin
- Jessie Mizrahi, Partner Lead, Kin
- Yi Chen , Strategy Director, Kin
- Carmen Love, Creative Director / Copy , Kin
- Bruna Gonzales, Creative Director / Art, Kin
- Dave Ramirez, Creative Director / Copy, Kin
- Nicole Karalekas, Creative Director / Art, Kin
- Andrew Herzog, Partner / Design (Web), Schoooool
- Nicky Tesla, Partner / Development (Web), Schoooool
- Yuting Xie, Designer (Web), Schoooool
- Anthony Demby, Music Supervisor, Humbleriot
- Daniel Crawford, Composer , Humbleriot
- Zimmie Szymkiewicz, Project Coordinator (Music Composition), Humbleriot
- Wilson Brown, ECD & Partner (Sound, Arrangement, Mix), Antfood
- Sue Lee, Executive Producer (Sound, Arrangement, Mix), Antfood
- Trevor Haimes, Senior Producer (Sound, Arrangement, Mix), Antfood
- Dalton Harts, Remix & Arrangement (Sound, Arrangement, Mix), Antfood
- Bennett Eiferman, Sound Design, Antfood
- Joe Nash, Executive Producer (Illustration +Animation), Buck
- Jon Gorman, Creative Director (Illustration + Animation), Buck
- Gwynne Evans Reid, Producer (Illustration + Animation), Buck
- Hayley Newett, Production Coordinator , Buck
- Justin Cassano, Art Director + Design, Buck
- Gilles Desmadrille, Animation Director + Compositing, Buck
- Diego Abad, Design + 2D Animation, Buck
- James Noellert, Design, Buck
- Jose Flores, Design, Buck
- Remi Sorbet, Design, Buck
- Dan Cantelm, 2D Animation, Buck
- Fabien Rousseau, 2D Animation, Buck
- Matty Deans, 2D Animation, Buck
- Sean Merk, 2D Animation, Buck
- Meitar Almog, 2D Animation , Buck
- Cameron Kelly, Editor, Buck
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Award
Company
Smartsheet
Summary
In 2022, Smartsheet wanted to clearly differentiate itself from competitors in the industry but also convey meaning about what we stand for—beyond a simple brand impression and on an international scale. We believe that we can empower anyone to drive meaningful change, and our business is only successful if we’re helping create a world where anyone can thrive.
In our first season as a McLaren Racing partner, CEO Zak Brown challenged us to think outside of our logo showing up on their Formula 1 car—how could we push them with a creative activation?
Enter Sponsor X: a world-first initiative that flipped the script of a sports sponsorship—using the benefits of our sponsorship to put a worthy cause front and center.
Most sponsorships are about getting a brand in front of as many eyeballs as possible. But for Smartsheet, sponsorship isn’t about what we get—it’s about what we give. Whether it’s a logo, tools, opportunity, or visibility—we offer a platform. Why? Because our greatest power is in unlocking the power of others.
The 2022 Australian Grand Prix gave us a huge podium to unveil Sponsor X—and the first-ever Indigenous-run organization on the Formula 1 track—to a record-breaking global audience of 55 million people. Then we did it again at the United States Grand Prix, highlighting the first Black nonprofit featured on a Formula 1 car in the U.S.
And it worked. Because sometimes leaving a mark means removing one.
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Entry video
Entry credits
- Andrew Bennett, Chief Marketing Officer, Smartsheet
- John Newall, SVP, Brand, Smartsheet
- Dave Andresen, Senior Director, Brand Experience, Smartsheet
- Shauna Wu, Senior Brand Activations Manager, Smartsheet
- Chrissy Vaughn, Senior Director, Public Relations, Smartsheet
- Laura Jenkins, Director, Marketing-APAC, Smartsheet
- Laura Murdock, Senior Marketing Project Manager, Smartsheet
- Lloyd Christmas, Creative Director, Herd of Shepherds
- Harry Dunne, Creative Director, Herd of Shepherds
- Mary Swanson, Executive Producer, Herd of Shepherds
- Vanessa Lanci, Producer, Moirai Films
- Andrew Porteous, Producer, Moirai Films
- Bo Platt, Director, Moirai Films
- Brittany Lawrence, Senior Consultant, Integrated Comms & Marketing, Archetype
- Barry Dan, Managing Director, Accounts, Noble People
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Nomination
Company
M&C Saatchi Sport & Entertainment
Client
The Coca-Cola Company
Summary
Recycled Records is a sonic exploration of recycled sound that illustrates the benefits of clear plastic through the universal language of music. More often than not, green plastic is recycled into single-use items; in switching Sprite, Fresca and Seagram’s, bottles from green to clear plastic The Coca-Cola Company is helping to create a closed loop “bottle-to-bottle” economy in which products can be recycled more than once in the creation of “new” bottles. In simple terms, any Sprite bottle can now become a bottle for Fanta, DASANI, etc. In this way, the benefits of clear plastic are similar to the now ubiquitous musical production technique of sound sampling in which old songs, sounds, and ambient noise are repeatedly flipped into new music. The initiative began with the world’s first album created from the recycled sounds of the plastic recycling process, created in partnership with iconic, genre-defining/defying producers Mark Ronson and Madlib, using real ambient sounds sourced from various points in the closed-loop recycling chain. We then invited consumers to create their own original beats on this site using these same recycled sound samples. The result was an aural examination of repeated re-use, and a tune-based testament to the power of creativity today in building a better tomorrow.
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Entry video
Entry credits
- staff staff, agency, M&C Saatchi Sport & Entertainment
- staff staff, agnecy, WØRKS
- staff staff, agency, Andre Bato Corp
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Nomination
Company
Ally Financial
Summary
Stories matter. For our stories to represent the world we live in, the storytellers must reflect the diversity of our communities. But while the US Census estimates that about 40 percent of the population is non-white, with 13.4 percent of Americans identifying as Black, people of color—particularly Black Americans—remain underrepresented in the creative fields that define our culture.
In film and entertainment, Black writers, producers, and directors, make up less than 6 percent of talent in their fields. And at a time when comic books are an engine of our popular culture creators are even more homogenous: Black comic book creators make up only 5.8% of writers and 3.9% of artists.
The Milestone Initiative is a groundbreaking step forward into a world in which everyone can see themselves as the hero of the story. Ally teamed up with Warner Bros. Discovery, DC and Milestone Media, the first Black-owned comic book company, to create the Milestone Initiative, a first of its kind program empowering the next generation of Black and diverse comic artists and writers to tell authentic, heroic stories for a truly inclusive world.
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Entry credits
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Nomination
Company
ATTN:
Client
Summary
ATTN:, a Candle Media Company, set out to remind a younger generation that their vote matters and it is more important than ever to have their voice heard in the midterm elections. The objective was to create a video that would go wide, remind people to get out the vote, and drive clicks to vote.org. President Obama has seen a few get out the vote videos in his life, and he's here to give it to you straight: Voting won't solve everything. Voting won't bring back your favorite shows or get Rihanna to release a new album (finally). But what it can do is help us save the planet, protect women's rights and even finally help us tackle gun violence. This initiative was designed to remind our younger generation that their vote matters and is more important than ever. The past few years in this country have felt historically divisive and in the midst of all of the derision, it can be easy to forget that our number one right as Americans to exercise our voice by voting. Voting for the candidates who best represent your values and interests - from every level of government and not just the presidential election. Midterms are important and when there isn’t as much fanfare or as extensive of a national campaign season, voters - especially younger voters - don’t always feel the urgency. With this campaign, ATTN: put the midterm elections front and center, creating a reminder that voting isn’t just once every four years.
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Entry video
Entry credits
- Matthew Segal, Co-Founder at ATTN:, ATTN:
- Jarrett Moreno, Co-Founder at ATTN, ATTN:
- Mike Vanisi, Head of Original Content at ATTN, ATTN:
- Jenny Churchill, Head of ATTN: Digital Studio, ATTN:
- Hannah Hankins, Communications Director for President Obama at Office of President Barack Obama, Office of President Barack Obama
- Merone Hailemeskel, Digital Director and Communications Associate for President Obama and Mrs. Obama at Office of Barack and Michelle Obama, Office of Barack and Michelle Obama
- Kyle OConnor, Speechwriter and Senior Advisor at Fenway, Fenway
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Nomination
Company
Razorfish
Client
Unilever - Dove
Summary
Every year, 66+ million Americans experience appearance hate – an epidemic of discrimination and self-hatred caused by toxic beauty standards. Appearance hate has an annual economic impact of $500+ billion, including severe physical and mental health effects, lost employment and productivity, low educational achievement, and even mortality. It’s not just an individual issue; it’s a public health crisis.
But to drive real change, audiences need more than shocking statistics - they need to care. So we turned up the volume on a silent epidemic and showed that when it comes to “The Real Cost of Beauty," young people pay the biggest price.
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Entry video
Entry credits
- Hetal Patel, GVP Client Partner, Razorfish
- Kyla Grant, VP Client Partner, Razorfish
- Anthony Yell, Chief Creative Officer, Razorfish
- John Antoniello, Executive Creative Director, Razorfish
- Michael Emerson, Creative Director, Razorfish
- Daniel Portuga, Creative Director, Razorfish
- Eleni Tzaneros, Associate Creative Director, Razorfish
- Cassie Meyers, Design Director, Razorfish
- Christopher Rogan, Art Director, Razorfish
- Malavika Rao, GVP Strategy, Razorfish
- Chad Hessoun, GVP User Exerpience, Razorfish
- Hailey Hirano, Strategist, Razorfish
- Meera Shahin, Strategist, Razorfish
- James Dawson, Associate Director, Engineering, Razorfish
- Spencer Colaco, Senior Engineer, Razorfish
- Jessica Manfredi, GVP Social Media, Razorfish
- Megan McNiffe, Social Media Strategist, Razorfish
- Jenny Lee, Group Executive Producer, Razorfish
- Amber Richardson, Executive Producer, Razorfish
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7
Search
Nomination
Company
Terakeet
Client
Leading Telemedicine Brand
Summary
In 2022, consumer behavior shifts in the healthcare market signaled a move away from transactional-first marketing in favor of customer connection approaches. This significant shift disrupted one leading telemedicine provider’s search market dominance and presented a grave threat to its business. To address the issue, the brand looked to Terakeet, the preferred enterprise partner for Fortune 500 brands seeking online business growth through customer connection.
Terakeet combined its proprietary technology, journey mapping, and expert execution to tap into real-time consumer behavior insights, analyze and diagnose the problem, and develop a custom, data-informed strategy. This full-funnel approach included four major components: establishing customer-centric, authoritative content, increasing external brand authority and visibility, improving user experience, and optimizing website journeys. Terakeet then began executing the strategy — building the brand’s connection and visibility with consumers wherever and whenever they were looking for support, with the goal of driving long-term brand trust and new revenue.
After 12 months, Terakeet helped the telemedicine brand shift their website into a performance publishing channel — fostering deeper relationships with their audience from awareness to purchase, and improving organic search market share by 146%. In fact, within months, the brand achieved the top market share position for two large, revenue-generating categories — outranking every competitor in the industry.
Terakeet’s nimble digital strategies and significant business impact helped the brand recover from the market shifts, build massive brand trust, box out competitors, restore its main source of income, and secure significant new business in an extremely competitive market.
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Entry credits
- Anja Godlewski-Dykes, Sr. Customer Success Manager, Terakeet
- Sydney Spencer, Project Manager, Terakeet
- Whitney Lettin, SEO Director, Terakeet
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Nomination
Company
Growth Skills
Summary
Growth Skills needed a way to help CBD brands reach their potential customers online. CBD brands face advertising regulations so it is hard to reach these customers using Google, Instagram and Facebook ads.
After doing research Growth Skills realized:
One: Cannabis and alcohol brands have the same problem with online paid media regulations, so SEO & Content for Organic Search was the way to grow.
Two: There is a behavior, lifestyle and usage overlap between the three industries, audiences and consumers.
Three: There was no publishing website that catered to people who wanted to learn about cannabis, CBD and alcohol.
The Solution: Growth Skills built FlavorFix.com the first media platform catering to these audiences. They wrote articles, made dosing calculators, created edible and cocktail recipes, wrote about brands, strains dispensaries, distilleries and more. The site now out ranks some competitor websites for search terms on Google like “CBD Calculator” and other words. The results are astonishing.
New Business & Revenue
$523,450 in new revenue
$2+ million in new biz sales leads
Google Search Impressions (First six months):
20+ million
Google Search Impressions (Monthly):
7.5+ million
New Unique Visitors (Monthly):
72,843+
Pageviews (Monthly):
119,452+
Keyword Growth:
30,386+ keywords (US)
35,117+ keywords (global)
Email Subscribers:
7,000+
Email Click Thru Rate:
20%+
Because Growth Skills built Flavor Fix for themselves. It quickly became a lead and revenue generator that helped cannabis, CBD and alcohol brands. Flavor Fix is now also a brand that stands on its own in three multi-million dollar industries.
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Entry video
Entry credits
- Lavall Chichester, CEO, Growth Skills
- Hristina Mangelova, Global Head of SEO & Content, Growth Skills
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Award
Company
NoGood
Client
NoGood
Summary
When marketers think of search, the traditional inclination is to optimize content for the Google SERP page to increase organic traffic to the site. While content marketing and SEO is a key part of NoGood’s search strategy, we took it a step further and got creative with how we interpreted search by incorporating TikTok SEO into our overall search goals. Today's search landscape has shifted significantly. More users — with Gen Z in the lead — turn to social platforms like TikTok and Instagram to search for the answers they are looking for. Nearly 40% of Gen Z prefers using TikTok and Instagram for search over Google, according to Google's internal data. Given the changes happening in today’s search behaviors, we implemented a two-pronged approach that leveraged both Google and TikTok SEO to optimize our content for the modern landscape of search.
On the blog side, we focused on content creation on NoGood's blog, with the goal of demonstrating marketing expertise and establishing authority in the marketing agency space. On the TikTok side, we produced content on NoGood's TikTok account to increase brand awareness and establish authority in the growth marketing space.
As a result of their search efforts, NoGood had 140 articles ranking as the number one spot on the SERP for the relevant targeted keyword, and their content consistently appeared amongst the top-ranking videos for targeted keywords on TikTok.
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Entry credits
- Marina Chilingaryan, Senior Brand & Community Strategist, NoGood
- Ryan Sylvestre, SEO Growth Marketing Manager, NoGood
- Alex Methvin, SEO Growth Analyst, NoGood
- Nicole Li, Growth & Content Analyst, NoGood
- Yizhen Gu, Growth Design Intern, NoGood
- Sarah Baus, TikTok Community Manager, NoGood
- Chris Barnes, Content Creator, NoGood
- Kenny Mitchell, Content Creator Intern, NoGood
- Naree Asherian, Content Creator Intern, NoGood
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Nomination
Company
NP Digital
Client
CNN Brasil
Summary
While CNN is already an established authority in the news market, it had not positioned itself for long-term relevance in the local Brasilian market, which is essential for consistently attracting new audiences and readers. NP Digital (NPD) was tasked with increasing organic search visibility, organic sessions, and the number of pageviews coming from the organic search channel. Our critical KPI was to help deliver 1 billion page views in 2022.
NP Digital partnered with the CNN marketing teams to develop a holistic SEO and content strategy. Our efforts encompassed in-depth research, on-page optimization, targeted content development, best practice workshops, and the implementation of technical SEO best practices at scale.
Answer The Public, NPD’s proprietary content recommendation platform, helped us identify rising search interest for current and on-going news events. The World Cup and controversies surrounding the elections in Brasil presented significant opportunities. We capitalized on this in the form of new content, in a variety of different formats.
We hit our goal of 1 billion pageviews in early November, over a full month ahead of schedule. 50% of all pageviews originated from the organic search channel, a 91% increase in organic pageviews.
According to ComScore in February, the CNN Brasil website advanced four positions in the number of unique visitors. With this, the CNN site enters the Top 10, occupying the seventh ranking position for the “News and Information” category.
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Entry credits
- Mariana Carvalho, Account Manager, NP Digital
- Marcella Merigo, SEO Director, NP Digital
- Mario Magri, SEO Manager, NP Digital
- Willian Alves, SEO Specialist, NP Digital
- Fernanda Nicodemos, Technical SEO Specialist, NP Digital
- Pedro Sposito, Product Manager, CNN Brasil
- Henrique Simões, HExecutive Director, Digital Strategy & CMI, CNN Brasil
- Henrique Lacerda, HBusiness Intelligence Analyst, CNN Brasil
- Murillo Ferrari , Digital Product Specialist, CNN Brasil
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Highly Commended
Company
NP Digital
Client
Lantern by SoFi
Summary
1 year after launch, LanternCredit.com had very little non-brand organic search visibility. Lantern’s top competitors (Nerdwallet, Bankrate, and Credit Karma) have aggressive content marketing strategies, robust backlink profiles, and were dominating the search engine result pages (SERPS).
NP Digital closely partnered with the Lantern product and marketing teams to develop a holistic SEO strategy. Our efforts encompassed in-depth research, targeted content development, Digital PR, and the implementation of technical SEO best practices.
In-depth research helped us to better understand user intent, competitiveness, and to identify and prioritize gaps in both content and organic search visibility. Our strategy was to increase semantic relevance for high scoring, uber-competitive transactional “head” keywords. We would do this by building greater content depth via the less competitive informational “tail” queries.
On a weekly basis we developed and launched new content clusters for each of our 6 hubs (800+ content pieces): in-depth articles, guides, tools and calculators, how to’s, what is and answers to frequently asked questions.
We then leveraged existing relationships with publishers and influencers in both the financial and investment space for promotion, placing more than 500 pieces of high-quality content in publications such as The Business Journals, Time Magazine, LA Opinion, and Fox Business.
The number of keywords ranking in positions 1-3 on Google went from 181 to 2,288. Lantern has now secured 1st page visibility for 8,921 different search queries. Organic search traffic increased by 561% YoY (+160% greater than the established goal) and organic search conversions increased by 260%.
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Entry video
Entry credits
- Jessica Pozantides, Group Account Director, NP Digital
- Mike Ouyang, Director of Product Marketing, SoFi
- Jessica Honeycutt, Account Director, NP Digital
- Nicole Kasielski, Project Manager, NP Digital
- Joe Cinquegrani, Sr. SEO Strategist, NP Digital
- Tierney Brannigan, Sr. Content Strategy Manager, NP Digital
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Nomination
Company
VMLY&R and United Rentals
Client
United Rentals
Summary
In 2020, VMLY&R crafted a localization strategy for United Rentals paid search. VMLY&R developed a custom dashboard that showcased inventory levels of multiple fleet types at a branch level. The dashboard assisted the team in identifying designated market areas (DMAs) with high product inventories. DMAs with high product inventories were then cross-referenced with branch footprints and competition levels to determine if they were suitable for local campaigns.
Due to strong initial results, VMLY&R increased the strategy’s momentum in 2022 and localized 86 additional campaigns. As of March 15, 2023, 206 localized campaigns have been launched.
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Entry credits
- Andrew Temkin, Senior Connections Manager, VMLY&R
- Jordan Herrick, Connections Manager, VMLY&R
- Matt Kortum, Senior Connections Manager, VMLY&R
- Natalie Spalding, Associate Connections Manager, VMLY&R
- Alan Schieber, Connections Supervisor, VMLY&R
- Ellen Tuckett, Digital Marketing Manager, Uniter Rentals
- Courtney Rose, Director of Digital Marketing, United Rentals
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Nomination
Company
Google/ Google Brand Studio
Client
Google
Summary
Every year, Google looks back at what the world searched for. Our goal for 2022 was to use Search Trends to reflect the year and connect with people around the world – leaving even the most cynical doom scroller with a bit of hope for the future.
In 2022, the world searched “can i change” more than ever. After two challenging years, the data showed people ready to reemerge and start something new.
Our film focused on personal and societal change, while on social, we shared niche trends to connect with subculture groups where they spend their time. We gamified Trends and created short-form videos, and content creators gave their take on some of 2022’s unique insights. Lastly, we built the first-ever Local Trends experience, featuring different cities’ top searches.
The film received over 295M YouTube views (the most in Google’s YouTube history), paid social assets had over 69.2M views and 169M combined impressions on SnapChat and Instagram, and the AR Trends filter had 18.9M impressions on SnapChat and 374K effect plays on TikTok. Our influencer partners received a combined 1.8M engagements and 450M impressions, and the local Trends experience received over 1.1M visits.
All in all, Year in Search 2022 reached more corners of the globe than any previous campaign. And people online responded with a newfound appreciation for a year many wanted to forget.
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Entry video
Entry credits
- Marcel Neumann, Sound Mixer and Composer, Marcel Neumann
- Rick Wilson, Colorist, Rick Wilson
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6
Design/Brand
Award
Company
DDB Chicago
Client
Coors Light
Summary
With rising heat waves across the globe, especially low-income communities are hit by overheating as the areas they live in are not cooled by green areas and have less space between buildings. This means a highly unequal situation between rich and poor.
Coors Light is a beer brand with the brand promise that it’s “made to chill”. So they wanted to come up with a solution that could help the target group by actually chilling them where they live.
Using a special white paint that reflects 85% of sunlight, we created Chillboards: billboards on roofs painted with messages about the benefits of white paint. This not only raised the awareness of a global issue, it also helped an overheated community in Miami, Florida stay cool.
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Entry video
Entry credits
- Ari Weiss, Chief Creative Officer, DDB Worldwide
- Rodrigo Jatene, Chief Creative Officer, DDB Chicago
- Rick Brim, Chief Creative Officer, adam&eveDDB
- Colin Selikow, Executive Creative Director, DDB Chicago
- Simon Higby, Creative Director, NORD DDB
- Andre Sallowicz, Creative Director, adam&eveDDB
- Tim Fremmich Andresen, Associate Creative Director, NORD DDB CPH
- Anders Kure, Associate Creative Director, NORD DDB CPH
- Borja Iciz, Art Director, adam&eveDDB
- Jess West, Copywriter, adam&eveDDB
- Lane Hedler, Jr. Art Director, DDB Chicago
- Ken Bates, Jr Copywriter, DDB Chicago
- Matt Blitz, Head of Production, DDB Chicago
- Rock Darlington, Group Executive Producer, Experience, DDB Chicago
- Adine Becker, Executive Producer, DDB Chicago
- Loreta Dilaveri, Producer, DDB Chicago
- Andrea Diquez, Chief Executive Officer, DDB Chicago
- Kiska Howell, SVP, Group Account Director, DDB Chicago
- Julie Crimmins, Account Director, DDB Chicago
- Dee Dee Morrow, Account Supervisor, DDB Chicago
- Raneen Onallah, Account Executive, DDB Chicago
- Milo Chao, Chief Strategy Officer, DDB Chicago
- Baxter Holland, Group Strategy Director, DDB Chicago
- Tabor Theriot, Project Management Director, DDB Chicago
- Anya Twillie, Program Director, DDB Chicago
- Jillian English, Director of Business Affairs, DDB Chicago
- Chris Quinn, Talent Manager, DDB Chicago
- Michelle St. Jacques, CMO, Molson Coors
- Marcelo Pascoa, VP Marketing, Coors, Global and North America, Molson Coors
- Chris Steele, Senior Director, Marketing, Molson Coors
- Alex Vetrees, Associate Marketing Manager, Molson Coors
- Amber Dutra, Public Relations Manager, Molson Coors
- Set Free Richardson, Director, Helo
- Brendan Kiernan, Co-Founder, Partner, Helo
- Justin Moore-Levy, Co-Founder, Partner, Helo
- Rupert Samuel, CMO, Partner, Helo
- Tom Webster, Experiential Creative Director/Partner, Helo
- Mercedes Allen-Sarria, Executive Producer, Helo
- Gabrielle Brattole, Experiential Producer, Helo
- Efren Andaluz III, Street Artist, Helo
- JoJo Scheerer, Head of Production, Whitehouse Post
- Brian May, Editor, Whitehouse Post
- Caitlin Grady, Executive Producer, Whitehouse Post
- Ryan Smith, Senior Producer, Whitehouse Post
- Joel Simon, CEO/CCO, JSM Music
- Jeff Fiorello, VP, Executive Producer, JSM Music
- Norm Felker, Senior Producer, JSM Music
- Andrew Manning, Senior Producer, JSM Music
- Sharon Cha, Producer, JSM Music
- Tia Perkins, Head of Production, Carbon
- Ian Bradley, Creative Director, Carbon
- June Filtenborg, Jr. Creative, NORD DDB CPH
- Sofie Engelbrecht, Jr. Creative, NORD DDB CPH
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Nomination
Company
Mailchimp
Summary
As a business, Mailchimp centers its work and products around its small to midsize business customers. They successfully do so by identifying and empathizing with how their customers feel, not just as entrepreneurs, marketers, and business owners, but as human beings.
One of the main insights Mailchimp repeatedly received when talking to customers is that they frequently feel stuck and need clarification on what next steps to take to keep their business momentum growing. So when Mailchimp decided to launch this campaign, they knew they wanted to find a unique and creative way to show how Mailchimp’s data-backed email and marketing solutions help take the guesswork out of marketing for their customers. Mailchimp’s in-house agency Wink was tasked with finding a compelling way to tell this story while staying true to Mailchimp's authentic and outside-the-box brand identity.
To do this, Wink created a campaign full of guess-worthy visuals such as Owl Cat Bats, Dancing Rugs, Sandal-wiches, an infinite cuckoo-cuckoo clock, and other mind-boggling images. Using imagery, words, riddles, and illusions to leave people guessing, creating that feeling of being stuck and unsure.
When creating this ad, Mailchimp made a conscious effort to cater to its audience; they knew they would be marketing to marketers, presenting a much different challenge than marketing to the average consumer. By focusing on what customers want and need, Mailchimp created something unique and powerful, redefining the rules of marketing.
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Entry video
Entry credits
- N/A N/A, Wink Creative , Mailchimp
- Bjorn Ruhmann , Director , N/A
- N/A N/A, Production, Smuggler
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Nomination
Company
Hill+Knowlton Strategies US
Client
United Nations
Summary
LDC5 (the 5th United Nations Conference on the Least Developed Countries) is a celebration of cultures and a rallying call for world leaders to accelerate sustainable development where international assistance is needed the most, and bolster efforts to meet the 2030 SDG's.
Inspired by the distinct cultures and colorful societies of the 46 LDCs, we found a 'common thread' – textile design – to inform a bold, vibrant visual identity of graphic patterns. We curated imagery and messaging to communicate potential, not poverty, and applied it across digital and physical spaces.
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Entry video
Entry credits
- Daniel Holmes, Executive Creative Director , Hill+Knowlton Strategies US
- Ryan Cassidy, Associate Creative Director, Hill+Knowlton Strategies US
- Vikki Chowney, Global Head of Content+Publishing, Hill+Knowlton Strategies US
- Tim Robinson, Senior VP Consumer Marketts, Hill+Knowlton Strategies US
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Nomination
Company
S&P Global Market Intelligence: Data that Delivers Big Impact Campaign Team
Client
n/a
Summary
The objective of S&P Global Market Intelligence's Data that Delivers campaign was to highlight our leading ecosystem of data, solutions and expertise, along with our seamless delivery channels, to B2B prospects. The six-week campaign kicked off on January 30, 2023, spanned cross-business line products and solutions, and yielded strong results against our three impact pillars of increased brand awareness, audience engagement, and qualified lead and pipeline generation.
The high-impact creative and messaging, which was developed leveraging S&P Global’s corporate brand campaign, Seek & Prosper, helped to drive strong results. The Market Intelligence division collaborated with our creative partners to design a unique customer journey that would tell a compelling and holistic story. Most notably, the team’s focus on experiential branding, including pedicabs, taxi cabs, swimming pool branding, and even a staircase, elevated the campaign’s reach and impact ultimately generating 20% more marketing qualified leads than our goal and a significant level of sales pipeline in just six short weeks.
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Entry video
Entry credits
[{"firstName": "Angie", "lastName": "Bradshaw", "jobTitle": "Senior Manager, Strategic Programs", "company": "S&P Global Market Intelligence", "email": "angie.bradshaw@spglobal.com\xa0\xa0", "linkedin": ""}, {"firstName": "Global Marketing & CX Team", "lastName": "n/a", "jobTitle": "n/a", "company": "S&P Global Market Intelligece", "email": "n/a", "linkedin": ""}]
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Nomination
Company
Washington Post Brand & Consumer Marketing
Client
Washington Post Well+Being Desk
Summary
For the launch of Well+Being, The Post’s new personal health desk, the goal was to break through a cluttered wellness space, empowering people with science-based information and advice to live a healthy and more fulfilled life – wherever they are on their journey to wellbeing.
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Entry video
Entry credits
- Perrin Lawrence, Vice President, Brand Marketing, The Washington Post
- Tova Diamond, Director, Design + Art, The Washington Post
- Sheila Hayes, Copy Director, The Washington Post
- Christina Adamson, Senior Designer, The Washington Post
- Regina Wung, Copywriter, The Washington Post
- Koto Studio, Design & Animation, Koto Studio
- Tiffany Lindsley, Marketing Operations Manager, The Washington Post
- Cassie Smith, Marketing & Media Manager, The Washington Post
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Highly Commended
Company
Zulu Alpha Kilo
Client
Pfaff Harley-Davidson
Summary
Turban-wearing Sikhs are now exempt from helmet laws in provinces across Canada. For Sikh riders, this led to a difficult choice between the protection of a helmet and the deep importance of a turban to their identity. In response to this issue affecting their ridership, Pfaff Harley-Davidson championed the invention of the Tough Turban – a turban lined with impact-resistant materials. Open-source designs and a video of the prototype were shared online, allowing any manufacturer to create a reinforced turban for riders in their regions.
After sharing the open-source Tough Turban design, manufacturers from around the world reached out and asked to see the prototypes. We wanted to curate their experience. By design, the Tough Turban looks like a regular, unremarkable length of fabric – it’s layers of impact resistant material are housed inside a layer of breathable cotton. Packaging could add a layer of storytelling and innovation to the unboxing experience.
Just as turbans are wrapped from a single length of fabric, our packaging came in the form of a single sheet, folded origami-style around the prototype. The resulting folds echo the lines of a Turban. As the packaging was opened one fold at a time, blocks of copy revealed themselves explaining the technology behind the turban’s impact-resistant materials, with printed patterns nodding to each innovation.
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Entry credits
- Zak Mroueh, Chief Creative Officer, Zulu Alpha Kilo
- Zak Mroueh, Creative Director, Zulu Alpha Kilo
- Stephanie Yung, Head of Design, Zulu Alpha Kilo
- Dejan Djuric, Designer Director, Zulu Alpha Kilo
- Vic Bath, Associate Creative Director/Art Director, Zulu Alpha Kilo
- Dan Cummings, Associate Creative Director/Copywriter, Zulu Alpha Kilo
- Laura Dubcovsky, Agency Producer, Zulu Alpha Kilo
- Tim Lynch, Agency Producer, Zulu Alpha Kilo
- Corina Wilkes, Account Team, Zulu Alpha Kilo
- Karla Ramirez, Account Team, Zulu Alpha Kilo
- Rob Feightner, Account Team, Zulu Alpha Kilo
- Allison Diaz Mercado, Account Team, Zulu Alpha Kilo
- Spencer MacEachern, Strategy Director, Zulu Alpha Kilo
- Shaunagh Farrelly, Digital Strategist, Zulu Alpha Kilo
- Brandon Durmann, Client, Pfaff Harley-Davidson
- Melanie Somerville, Client, Pfaff Harley-Davidson
- Pierre Bourjo, 3D Artist, Fuze Reps
- , Product Design, Sparks Innovation
- Peyton Leung, Origami Artist,
- , Printer, Flash Reproductions
- Dan Lim, Photographer, The Moto Foto
- Raina + Wilson , Photographer, Fuze Reps
- Arash Moallemi, Photographer, Fuze Reps
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9
Creative
Nomination
Company
Signal Theory
Client
John Deere
Summary
Women make up 30% of all farmers in the U.S. Yet many people still see farming as a profession for men. This isn’t helped by brands, many of which fail to show a diverse representation of farmers in their advertising.
With this spot, we wanted to celebrate today’s women in agriculture, while encouraging the next generation to follow their passion into the field. Told through the lens of the holidays, “A Different Kind of Crown” tells a story of humanity and empathy, while showing how stereotypes can be just one of the challenges women face when trying to break into farming.
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Entry video
Entry credits
- Staci Meyer, Group Creative Director, Signal Theory
- Brendan Kennedy, Creative Director, Signal Theory
- Shaun Crockett, Creative Director, Signal Theory
- Lauren Langfitt, Executive Producer, Signal Theory
- Tim Landwehr, Account Director, Signal Theory
- Cinzia Pedrizzetti, Director, Spark & Riot
- Ana de Diego, Executive Producer, Spark & Riot
- Allison Anderson, Director of Photography, Spark & Riot
- Jon Davis, Producer, Spark & Riot
- Julie Green, Editor, Cosmo Street
- Allison Lee, Producer, Cosmo Street
- Kacie Gomez, Producer, Cosmo Street
- Sam Billen, Music Composition/Post Score, Primary Color Music
- Sammie Lee, Music Composition/Post Score, Primary Color Music
- Connor Birch, Sound Designer, Post Haus
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Nomination
Company
Bader Rutter
Client
Tempo
Summary
TEMPO is a professional women’s organization with a 45-year history. They were seeking to refresh its visual brand and messaging to reflect its goals for the future and bring together multiple regional chapters. Most importantly, TEMPO sought to grow their membership while staying true to their mission to further the impact of women leaders.
Every element of the TEMPO brand was refreshed — but that was just the beginning for this campaign. Through the research and creative development, a larger story emerged. And so what began as a rebrand expanded to include a documentary film, Direct Positive — featuring the tintype photography work of local artist Margaret Muza.
During two days of portraits and intense interviews with TEMPO members, the film explores what it takes for women to lead in their careers and their communities and why it’s so important for more women to lead today.
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DirectPositive Poster.pdf
Entry credits
- Sarah Kmet-Hunt, Executive Creative Director, Bader Rutter
- Kate Martin, Executive Creative Director, Bader Rutter
- Gina Tomilonus, Art Director, Bader Rutter
- Jess Ayala, Director, Bader Rutter
- Linda Hogan, Account Executive, Bader Rutter
- Andy Gorzalski, Executive Producer, Bader Rutter
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Nomination
Company
FUSE Create
Client
Hilton
Summary
After a two-year hiatus, to debut their new partnership with Golf Canada at the first live PGA event, Hilton Canada new the standard 10’ x 10’ booth wasn’t going to cut it. So, we did the unthinkable, and built a 200sqft, pop-up hotel not just at the RBC Canadian Open and CP Women’s Open, but on the course. We awarded six lucky golf fans the stay-of-a-lifetime in the one-of-a-kind, luxury, one-bedroom hotel just off the green – it was the best seat in the house and the best bed. From PR, to digital, to influencer outreach, to social, to date, “Hilton On The Green” is the most talked about brand experience in Hilton Canada’s history, with close to half-a-billion Impressions and 2M Social Engagements.
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Entry video
Entry credits
- Steve Miller, Executive Creative Director, FUSE Create
- Patrice Pollack, Creative Director, FUSE Create
- Patrick Carter, Art Director, FUSE Create
- Sam Rudykoff, Copywriter, FUSE Create
- Zach Wright, Group Account Director, FUSE Create
- Ashley Sommerville, Account Director, FUSE Create
- Amanda Fusco, Production Manager, FUSE Create
- Terra Stephen, Integrated Producer, FUSE Create
- Raphaele Sohier, Production Coordinator, FUSE Create
- Caeleb Quinn, Account Coordinator, FUSE Create
- Vanessa Francone, Public Relations Manager, FUSE Create
- Jacquie Jostuk, Director, Creative Strategy, FUSE Create
- Nicole Eum, Creative Strategist, FUSE Create
- Becky May, Other,
- Darren Marranca, Other,
- - -, Production Partner, Artam Design Inc.
- Stephen Weir, Videographer, Freelance
- Jake Killorn, Photographer, Freelance
- Bryan Ulrich, Photographer, Freelance
- Anthony Mayes, Director of Production, FUSE Create
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Award
Company
Instacart
Summary
“The World is Your Cart'' is Instacart’s most extensive integrated brand campaign to-date and stars Grammy Award-winning artist, Lizzo. The campaign ushers in a new era of shopping inspiration by celebrating the promise that with Instacart, everyday moments can turn into new worlds of possibility. With a manifesto of “One cart, many possibilities. The World is Your Cart,” the campaign shines a light on the stories that our shopping carts tell about our lives, giving customers exciting new ideas about the possibilities of their own digital cart. In the 60-second film, we manifest the inspiration of Lizzo’s cart as so much more than a collection of goods, exploring how it can transform inspiration into reality with one tap, through stories told in delightful and hyperreal ways.
The Challenge: The pandemic resulted in a commoditized category, challenging Instacart’s share and underscoring its need to differentiate its brand offering.
The Insight: The cart represents more than what's for dinner, they tell the stories of our worlds and how we live them.
The Strategic Idea: The World Is Your Cart: the cart as a conduit to unlock expansive, additive, and inspirational possibilities.
Bringing the Strategy & Idea to Life: a brand platform, activation, and partnership that demanded the cart’s presence in culture.
The Results: Cemented Instacart as a category leader by driving mass conversation and a record-breaking number of orders.
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Entry video
Entry credits
- Laura Jones, CMO, Instacart
- Kevin Byrd, Executive Creative Director, Instacart
- Jonathan Mildenhall, Creative Consultant, Instacart
- Rogelio Magana, Sr. Director, Brand Strategy & Campaigns, Instacart
- Alina Kim, Sr. Brand Manager, Instacart
- Rachel Williams, Sr. Brand Campaigns Manager, Instacart
- Brian Button, Creative Director, Instacart
- Missy Kockos, Associate Creative Director, Instacart
- Greg Damiani, Sr. Art Director, Instacart
- Justine Mar, Sr. Creative Producer, Instacart
- Claire Brown, Creative Program Manager, Instacart
- Rachel Holbrook, Production Consultant, Instacart
- Dani Dudeck, Chief Corporate Affairs Officer, Instacart
- Kelly Pakula, VP, Communications, Instacart
- Chrissy Trampedach, Sr. Director, Communications, Instacart
- Francisca Fanucchi, Director, Communications, Instacart
- Amelia Lukiman, Director, Communications, Instacart
- Pierce White, Sr. Manager, Communications, Instacart
- Shannon King, Manager, Communications, Instacart
- Hilary Burns, Sr. Manager, Communications, Instacart
- Erica Kolari, Manager, Communications, Instacart
- Scott Bell, Chief Creative Officer, Droga5 NY
- Laurie Howell, Executive Creative Director, Droga5 NY
- Lea Mastroberti, Executive Group Account Director, Droga5 NY
- Ali Mondini Boschetti, Account Director, Droga5 NY
- Ryan Schinman, Co-Founder, Mayflower Entertainment
- Ian Weintraub, Vice President, Brand and Talent Partnerships, Mayflower Entertainment
- Kerri Green, Vice President, Talent Procurement, Mayflower Entertainment
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Highly Commended
Company
Observatory & Slap Global
Client
Doritos & Netflix
Summary
Doritos and Netflix's “Stranger Things” collaborated to create a first-of-its-kind virtual concert, "Live From The Upside Down," using a Doritos bag as a ticket for a 1986 music festival in the Upside Down. The partnership aimed to keep Doritos relevant in pop culture and get fans excited for “Stranger Things” 4. Both brands targeted a younger generation by igniting nostalgia for '80s music.
The concert was marketed like any other, with artist promos, press interviews, line-up posters, and digital integrations. The 34-minute live stream featured iconic '80s hits and “Stranger Things” special effects, making it appear the bands were playing LIVE from the Upside Down.
The partnership drove sales and engagement, lifting Doritos sales by 11%. The live stream achieved 303.4 MILLION VIEWS, 365K+ concert invite scans, 22.5K+ YouTube Live chat messages, and an unprecedented average view duration of 7:01, exceeding benchmarks and records set by pure entertainment events. It also garnered 4.46 BILLION PR IMPRESSIONS and 582 earned placements. The partnership helped Doritos capture a +1pt MARKET SHARE LIFT valued at $45 million annually (a herculean task given its leading position in the category).
Moreover, “Stranger Things” 4 became a cultural phenomenon, with 1.35 BILLION HOURS VIEWED in the first 28 days. It was Americans' Favorite TV show and the Most-Streamed Program of 2022.
Overall, the partnership between Doritos and Netflix's “Stranger Things” set a new benchmark for brand collaborations that drove engagement, sales, and culture demonstrating how heritage, music, and world-building with fans can create an unforgettable experience.
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Entry credits
- Doritos -, Client, Frito-Lay
- Netflix Marketing Partnerships -, Client, Netflix
- Observatory -, Lead Agency, Observatory
- Slap Global -, Co-lead Agency, Slap Global
- Hungry Man -, Production & Post-Production, Hungry Man
- Mathematic -, Visual Effects Company, Mathematic
- Company 3 -, Color Finishing, Company 3
- Lime Studios -, Sound Design & Mix, Lime Studios
- Shakermaker -, Music Agency, Shakermaker
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Nomination
Company
Madwell
Client
Visible Wireless
Summary
With low-cost, single-line plans, Visible is the wireless service that’s perfect for singles. To prove this, and inspire deeper engagement with this target audience of singles, we teamed up with Match Group to flip the norms of wedding season by creating a gift registry just for single people. The Visible Singles Registry allowed single individuals to build a wishlist of their dream items and share it on social media so their married friends could be the ones buying the gifts for a change. Gifts included “Mine" and "Also Mine" tea towels, single-serve coffee machines, full-bottle wine glasses, and a foldable one-person kayak for solo adventuring
Word of our unconventional registry spread across national news and online publications, while the registry saw 240,000 visits, sparked over 30.6 million social impressions, and increased brand awareness by a whopping 80 percent.
By turning the traditional registry on its head in favor of single people, we reinforced Visible's single-line offering while proving to singles that Visible is the carrier just for them.
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Entry credits
- Nicki Stuttman, Account Supervisor, Madwell
- Chris Sojka, Chief Creative Officer , Madwell
- Jeff Gillette, Executive Creative Director, Madwell
- Alex Rhubart, Associate Creative Director, Madwell
- Sam Dickson, Senior Copywriter , Madwell
- Charlie Smith, Account DIrector, Madwell
- Julia Goldsmith, Production Director, Madwell
- Darren Allison, Strategy Director , Madwell
- Madison Allen, Social Strategist , Madwell
- Megan Skari, Brand Marketing, Visible
- Olga Bermudez Paiva, Associate Director - Brand and Creative, Visible
- Angela Bobo, Senior Manager, Brand Strategy, Anchor Media
- Lulu Burns, Head of Influencer Partnerships, Anchor Media
- Victoria Calvert, Founder and CEO, Anchor Media
- Hannah Binder, Associate Media Director, VM1
- Cassidy Jeglum, Associate Media Director, Anchor Media
- Charlotte Ableman, Designer, Madwell
- Zenzile Sky Lark, Associate Designer, Madwell
- Sarah Korner, Account Supervisor, Madwell
- Kyle Calian, Creative Producer, Madwell
- Trevor Chauvin, Creative Producer, Madwell
- Mike Cargian, Director of Technology, Madwell
- Joe Cooper, Developer, Madwell
- Greg Rich, Developer, Madwell
- Jinook Jung, Developer, Madwell
- Scotty Nolan, Senior Animator , Madwell
- David Preli, Animator , Madwell
- Bill Blatchley , Account Director , Madwell
- Jess Abood, Creative Producer , Madwell
- Kristion Matas, Associate Creative Producer, Madwell
- Apoorva Prabhakar, Designer, Madwell
- Sera Kuzmenka, Associate Designer, Madwell
- Kaela Shelby, Copywriter, Madwell
- Sara Jabbari, Designer, Madwell
- Kelsey Nguyen, Social Copywriter, Madwell
- BriElle Munizzi, Associate Creative Director, Madwell
- CJ Thomas, Associate Creative Director, Madwell
- Michelle Douglas, Community Manager, Madwell
- Ian Rubini, Community Manager , Madwell
- Vicki Shapiro, VP, Marketing, Match Media Group
- Divya Lakhati , Director, Marketing, Match Media Group
- Matt Colban, Regional VP, Sales, Match Media Group
- Tomasz Modzelewski, Senior Designer, Match Media Group
- Kara Morris, Senior Account Manager, Match Media Group
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Nomination
Company
Something Different
Client
Charter/Spectrum
Summary
With the latest campaign for Spectrum called “Connectivity,” Something Different was tasked with making Spectrum stand out in a crowded field of providers offering similar services that often throw a bunch of data and figures at consumers. To stand apart from competitors, the agency used wit and humor to showcase why a consumer should care about the perks they’re getting from Spectrum, bringing the benefits to life without overwhelming audiences with numbers.
The campaign was comprised of two rounds of creative — with three spots (“You,” “Siege” and “Paladin”) in the first and four additional spots (“Devices,” “Victory Dance,” “Pied Piper” and “Safe”) in the second — running from October 2022 to present through primarily linear TV and digital efforts. The through line between each spot was showing the value of Spectrum’s core offerings — privacy, reliability and speed — with clever ads that showcased the benefits of its products in unique and memorable ways, such as being able to beat your kid neighbor on a video game or knowing your device won’t drop off in the middle of watching an important game.
Though specific numbers are not available, the brand has reported that memorability/brand recall, likeability and uniqueness benchmarks had been exceeded. Most importantly, customer and non-customers alike felt that Spectrum’s offerings in data security, internet speed and reliability were credible and relevant.
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Entry credits
- Patti McConnell, Co-Founder / Managing Partner, Something Different
- Tommy Henvey, Co-Founder / Chief Creative, Something Different
- Richard Ryan, Creative Director / Writer, Something Different
- Steve Lundberg, Creative Director / Writer , Something Different
- Edu De la Herran , Creative Director / Art Director , Something Different
- Meghan Linehan, Director of Accounts, Something Different
- Garrett Crabb, Producer, Something Different
- Benji Weinstein, Director, Smuggler
- Patrick Milling-Smith, Co-Founder, Smuggler
- Biran Carmody, Co-Founder, Smuggler
- Sue Ahn, Managing Director, Smuggler
- Drew Santarsiero, Executive Producer, Smuggler
- Jason Manz, Producer, Smuggler
- Jake Jacobsen, Editor, Crew Cuts
- Matt Shapiro, Editor, Crew Cuts
- Cal Ciarcia, Assistant Editor, Crew Cuts
- Nancy Jacobsen, Executive Producer, Crew Cuts
- Stephanie Norris, Finishing Executive Producer, Crew Cuts
- Sophia Mosner-Koor , Producer, Crew Cuts
- Roman Zeitlin, Mixer, Crew Cuts
- Kaelem Cahill, VFX Artist , The Vanity
- Andrew Farlow, VFX Artist, The Vanity
- Sean Cochrane, VFX Artist, The Vanity
- Andrew Exworth, Colorist, The Vanity
- Stephanie Pennington, Producer, The Vanity
- Joel Simon, CEO / CCO / Composer, JSM
- Jeff Fiorello, VP / Executive Producer, JSM
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Nomination
Company
TMA
Client
State Farm
Summary
After the debut of the 2022 State Farm NFL campaign, State Farm noticed fans couldn’t get enough of Patrick Mahomes’ rather unique bath routine. State Farm and creative agency The Marketing Arm (TMA) knew this was a chance to capitalize on the organic social chatter, and even more importantly, knew it was a chance to connect with Millennials in an unexpected and fun way — which isn’t always easy for an insurance brand. They invited consumers to turn their ordinary bath into a #JazzBath, driving brand fame and cultural resonance.
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Entry credits
- Alyson Griffin, Vice President, Marketing, State Farm
- Patty Morris, Assistant Vice President, Marketing, State Farm
- Katie Dundas, Assistant Vice President, Marketing, State Farm
- Clinton Inselmann, Group Creative Director, State Farm
- Tim Thomas, Senior Producer, Marketing, State Farm
- Andrew Freeman, Marketing Analyst, State Farm
- Morgan Pulliam, Marketing Analyst, State Farm
- Ciarra Kohn, Marketing Analyst, State Farm
- Sara Brondell, Marketing Analyst, State Farm
- Rachael Risinger, PR Brand Strategist, State Farm
- Amanda Parker, PR Brand Strategist, State Farm
- Harris Wilkinson, Chief Creative Officer, TMA
- Dave Wasserman, SVP, Creative, TMA
- Patrick OBrien, EP, Production, TMA
- Johnny Fitsimmons, VP, Account Services, TMA
- Matt Olson, Creative Director, TMA
- Jonathan Ozer, Creative Director, TMA
- Josh Johnson, Senior Art Director, TMA
- Chloe Rockel, Senior Copywriter, TMA
- Bailey Robillard, Account Supervisor, TMA
- Rachel Lui, Account Supervisor, TMA
- Ellen ODonnell, Associate Director, Business Affairs, TMA
- Jake Szymanski, Director, Gifted Youth, LLC
- Josh Morse, Executive Producer, Gifted Youth, LLC
- Cat Craven-Griffiths, Head of Production, Gifted Youth, LLC
- Stephan Mohammed, Producer, Gifted Youth, LLC
- John Dingfield, Editor, Cutters
- Patrick Casey, Executive Producer, Cutters
- Gerard Smerek, Global Creative Director, Producer, Mixer, Yessian
- Chris Plansker, Composer, Yessian
- Michael Yessian, Head of Production, Yessian
- Brian Yessian, CCO, Yessian
- Carolina Clifford, Production Manager, CMC/Forecast, Inc.
- Christopher Chee, Onset Representative, CMC/Forecast, Inc.
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Nomination
Company
M&C Saatchi Sport & Entertainment
Client
The Coca-Cola Company
Summary
Recycled Records is a sonic exploration of recycled sound that illustrates the benefits of clear plastic through the universal language of music. More often than not, green plastic is recycled into single-use items; in switching Sprite, Fresca and Seagram’s, bottles from green to clear plastic The Coca-Cola Company is helping to create a closed loop “bottle-to-bottle” economy in which products can be recycled more than once in the creation of “new” bottles. In simple terms, any Sprite bottle can now become a bottle for Fanta, DASANI, etc. In this way, the benefits of clear plastic are similar to the now ubiquitous musical production technique of sound sampling in which old songs, sounds, and ambient noise are repeatedly flipped into new music. The initiative began with the world’s first album created from the recycled sounds of the plastic recycling process, created in partnership with iconic, genre-defining/defying producers Mark Ronson and Madlib, using real ambient sounds sourced from various points in the closed-loop recycling chain. We then invited consumers to create their own original beats on this site using these same recycled sound samples. The result was an aural examination of repeated re-use, and a tune-based testament to the power of creativity today in building a better tomorrow.
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Entry credits
- staff staff, agency, M&C Saatchi Sport & Entertainment
- staff staff, agency, WØRKS
- staff staff, agency, Andre Bato Corp
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9
Travel and Tourism
Nomination
Company
Appnovation Technologies
Client
Visit California
Summary
The pandemic decimated California's tourism industry. However, it also created a pent-up demand for travel and record consumer savings. To spur recovery and appeal to consumers looking to book their next dream vacation, Visit California created "Am I Dreaming," a celebrity-studded campaign to launch on Super Bowl Sunday.
To complement the TV campaign and drive visitation to California partner websites, Visit California launched an all-new immersive digital experience. The "DREAM theater" showcases the varied scenery and destinations in the Golden State, from the beaches to the mountains and everything in-between.
The inspiration to create DREAM Theater came from the conceit of the mass media campaign, which shows that while California’s larger-than-life experiences may seem the stuff of dreams, they are all real and available to visitors.
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Entry credits
- Robin Price, Senior Associate, Technology , Appnovation
- Gavin Estey, VP, Technology, AMER, Appnovation Technologies
- Alexander Iannantuono, Senior Associate, UX/UI Design, Appnovation Technologies
- Nathan Boutilier, Senior Multimedia Specialist , Appnovation Technologies
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Nomination
Company
Little Hands of Stone
Client
Schweitzer
Summary
Covid-era overcrowding has turned Washington ski resorts into joyless hell-scapes. Not exaggerating. So, to invite heartbroken Seattle-area skiers to visit Schweitzer (an uncrowded, undiscovered ski resort in Idaho), we first invited them to lie down and let it all out, in a real chairlift dangling 20 feet above one of Seattle’s most iconic spots. We called it “Chairlift Therapy.”
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Entry credits
- Sean Mirus, Marketing & Special Events Director, Schweitzer
- Matt McCain, Executive Creative Director, Little Hands of Stone
- Michael Boychuk, Executive Creative Director, Little Hands of Stone
- Kris Dangla, Executive Producer , Little Hands of Stone
- Rebecca Arbeene, Account Director, Little Hands of Stone
- Brooke Braafladt, Account Supervisor, Little Hands of Stone
- Tiffany Stone, Creative Operations Lead, Little Hands of Stone
- Kelli Garces, Producer, Little Hands of Stone
- Corey Koniniec, Director/Director of Photography:, Motion State
- Ryan Haug, Executive Producer, Motion State
- Amber Koniniec, Producer, Motion State
- Andrew Franks, Editor, Little Hands of Stone
- Joel Voelker, Picture Finish/Color Grading, JOEL VOELKER
- John Buroker, Sound Design & Audio Mixer, Hearby
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Award
Company
Kin
Client
Delta Air Lines
Summary
Faces of Travel is a long-term commitment to increase diverse representation within travel culture—from social media, to tourism ads, and everything in between. At the heart of the initiative is a visual library showing travelers of diverse races, ages, gender identities, religious beliefs and physical abilities. The program was also supported by two films, out-of-home, social media, influencer content, and partnerships with Vice, Refinery 29, and Meredith publications: Travel+Leisure, People, Food & Wine, Shape, and Southern Living.
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Entry credits
- Kwame Taylor-Hayford, Co-Founder, Kin
- Sophie Ozoux, Co-Founder, Kin
- Deja Cox, Partner Lead, Kin
- Danielle Hull, Creative Director / Art, Kin
- Akos Papp, Creative Director / Art, Kin
- Barnaby Blackburn, Creative Director / Copy, Kin
- Rogo De Castro, Creative Director / Copy, Kin
- Tyler Hicks, Art Director, Kin
- Sebastian Celine, Copywriter, Kin
- Yinka Fasehun, Sr. Producer, Kin
- Katie Nickles, Sr. Producer, Kin
- Daniella Ramirez, Partner Manager, Kin
- Seo Ju Park, Photographer, Freelance
- Gaston Moreau , Executive Producer (Production), Rocket to the Moon
- Martin Hillcoat, Executive Producer (Production), Rocket to the Moon
- Fiona Gonzalez Devoto, Production Coordinator, Rocket to the Moon
- Alessandra Nesma, Producer (Mexico), Rocket to the Moon
- Maria Vega, Producer (Mexico), Rocket to the Moon
- Ian Snieders, Producer (Amsterdam), Rocket to the Moon
- Jennifer Mersis, Executive Producer (Post), The Den
- Kelly Noecker, Finishing Producer, The Den
- Kortney Rubottom, Sr. Producer (Post), The Den
- Middy - , Editor (Anthem), The Den
- Evan Carp, Editor (Cutdowns), The Den
- Pieter Viljoen, Editor (BTS), The Den
- Tony Hurtado, AE , The Den
- Gabe Sanchez, Color/Online/Finishing, The Den
- Peymon Maskan, Music Supervisor, Radish Music
- Alec Stern, Music Supervisor, Radish Music
- Jenna Wilson, Music Coordinator, Radish Music
- Rory Doggett, Music Editorial, Radish Music
- Patrick Sullivan, Head of Production (Sound), Sonic Union
- Fernando Ascani, Mix Engineer , Sonic Union
- Rob Difondi, Mix Engineer, Sonic Union
- Zac Fisher, Mixer (BTS), Lime
- Emmakate Young, Managing Director, Brand Marketing, Sponsorships & Olympics, Delta Air Lines
- Shannon Womack, Director of Lifecycle Marketing, Delta Air Lines
- Ashley Sherman, Senior Manager, Global Brand Communications, Delta Air Lines
- Ryanna Beckham, Marketing Specialist, Delta Air Lines
- Erica Glynn, Marketing Strategy (Consultant), Delta Air Lines
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Highly Commended
Company
MRM Santiago
Client
LATAM Airlines
Summary
During Cyber Monday, LATAM Airlines doesn't compete only with other airlines, but with the whole retail industry. Worst of all, in the middle of the pandemic, Chileans weren't thinking about buying plane tickets, and data indicated everyone was looking to buy products online, without leaving home. We then used that 2-year lockdown tension, and the price differences that exist due to exchange differences and taxes, to invite people to get those same products they were looking for, but while reconnecting with the life experiences they had lost because of Covid lockdowns.
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Entry credits
- Ronald Ng, Global CCO, MRM
- Leonardo Chiesi, CCO, MRM Santiago
- Pablo Sommer, Managing Director, MRM Santiago
- Felipe Almendras, Art Director, MRM Santiago
- Maria Isabel, Executive Producer, The Clan
- Alexander Blancheteau, Art Director, MRM Santiago
- Juan Ignacio Engenau, Art Director, MRM Santiago
- Samuel Estrada, CEO , McCann Santiago
- Gabriel Garcia, Post Production, Cinemagica
- Ari Hernandez, Copywriter, MRM Santiago
- Letizia Jorquera, Copywriter, MRM Santiago
- Catalina Lira, Copywriter, MRM Santiago
- Sergio Miranda, Video Maker, MRM Santiago
- Nicolas Ureta, Director, The Clan
- David Vieli, Art Director, MRM Santiago
- Mitsuko Yamada, Account Supervisor, MRM Santiago
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Nomination
Company
FUSE Create
Client
Hilton
Summary
After a two-year hiatus, to debut their new partnership with Golf Canada at the first live PGA event, Hilton Canada new the standard 10’ x 10’ booth wasn’t going to cut it. So, we did the unthinkable, and built a 200sqft, pop-up hotel not just at the RBC Canadian Open and CP Women’s Open, but on the course. We awarded six lucky golf fans the stay-of-a-lifetime in the one-of-a-kind, luxury, one-bedroom hotel just off the green – it was the best seat in the house and the best bed. From PR, to digital, to influencer outreach, to social, to date, “Hilton On The Green” is the most talked about brand experience in Hilton Canada’s history, with close to half-a-billion Impressions and 2M Social Engagements.
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Entry credits
- Steve Miller, Executive Creative Director, FUSE Create
- Patrice Pollack, Creative Director, FUSE Create
- Patrick Carter, Art Director, FUSE Create
- Sam Rudykoff, Copywriter, FUSE Create
- Zach Wright, Group Account Director, FUSE Create
- Ashley Sommerville, Account Director, FUSE Create
- Amanda Fusco, Production Manager, FUSE Create
- Terra Stephen, Integrated Producer, FUSE Create
- Raphaele Sohier, Production Coordinator, FUSE Create
- Caeleb Quinn, Account Coordinator, FUSE Create
- Vanessa Francone, Public Relations Manager, FUSE Create
- Jacquie Jostuk, Director, Creative Strategy, FUSE Create
- Nicole Eum, Creative Strategist, FUSE Create
- Becky May, Other,
- Darren Marranca, Other,
- - -, Production Partner, Artam Design Inc.
- Stephen Weir, Videographer, Freelance
- Jake Killorn, Photographer, Freelance
- Bryan Ulrich, Photographer, Freelance
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Nomination
Company
Bravo Echo Inc.
Client
Winter Park Resort
Summary
Much of the ski industry is over-boiling with stoke, exclusivity, and elitism.
On the other hand, there is an immense need to embrace new audiences, returning audiences, and fence sitters. The mountain resort experience can be intimidating for many. Weather, gear, terrain, skills, and insider knowledge can create the impression of a club that only few have a membership to.
What if there was a different kind of club?
One that is open to all who choose to be outside.
One that is open to all no matter their skills, backgrounds, zip codes or jacket logos.
A club where you’re in, as soon as you’re outside.
This campaign is in service of Winter Park's mission: To inspire and welcome everyone to Venture Out.
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Entry credits
- Saloni Shah, Account Director, BravoEcho Inc.
- Olaf Richter, Creative Director, BravoEcho Inc.
- Pete Alwan, Senior Designer, BravoEcho Inc.
- Brett Dixon, Copywriter, BravoEcho Inc.
- Meggen Kirkham, Account Manager, BravoEcho Inc.
- Lee Necefer, Founder, Natives Outdoors
- Isaiah Branch Boyle, Director, Natives Outdoors
- Brandan Young, DP, Natives Outdoors
- Connor Ryan, Athlete, Natives Outdoors
- Erik Tobeler, Editor, 11 Dollar Bill
- Christian Robins, Chief Creative Officer/Visual Effects, 11 Dollar Bill
- Lisa Effress, Executive Producer, 11 Dollar Bill
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Nomination
Company
O'Keefe Reinhard & Paul (OKRP)
Client
Illinois Office of Tourism
Summary
For almost every American, travel was the must-have return to normalcy they were seeking in 2022. Unfortunately for the Illinois Office of Tourism, lack of identity and singularity beyond the city of Chicago was preventing travelers from taking this pent-up energy and considering Illinois among bordering, competitive states. There we were, stuck in the middle. The middle of the country. The middle of the Midwest. And the middle of our competition. So, rather than reject our “in-the-middleness,” we decided to own it. Illinois: In the Middle of Everything is an integrated marketing campaign that gives the state a bold, modern point of view by bringing to life all the exciting ways in which Illinois is at the center of it all. With a multi-tiered, state-wide messaging strategy and Jane Lynch as our celebrity docent, we were able to bring both the big and small to life, highlighting the state’s greatest hits alongside its hidden gems, delivered with Jane’s distinctive glee. By finding strength in the center and power in its “middle-ness,” Illinois Office of Tourism was able to identify, challenge, and reverse the sleepy perception of Illinois, put heads-in-bed across the state, and truly stand out on a national stage by creating a lasting brand identity that invites Travelers to experience the Middle of Everything. It’s good to be in the middle.
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Entry credits
- Angela Coster , Group Creative Director, OKRP
- Pat Durkin, Creative Director, OKRP
- Andrea Knowles, Creative Director, OKRP
- Jose Gordillo, Senior Copywriter, OKRP
- Elena Robinson, Head of Production, OKRP
- Kevin Lilly, Head of Strategy, OKRP
- Lee Hillerich, Client Management Director, OKRP
- Lauren Mitchell, Account Supervisor, OKRP
- Jennifer Root, Senior Project Manager, OKRP
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Nomination
Company
Hylink Group
Client
NYC&Co
Summary
Help return New York City to its position as one of Chinese travelers’ premiere and most-visited destinations after experiencing a significant decline in tourism due to the pandemic.
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Entry credits
- Humphrey Ho, Managing Director, Hylink Group
- Ning Li, Executive Creative Director, Hylink Group
- Tori Oh, Account Director, Hylink Group
- Cons Reyes, Art Director, Hylink Group
- Nikk Victoriano, Video Editor, Hylink Group
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Nomination
Company
Zulu Alpha Kilo
Client
Summary
What if we presented the booking experience not as a source of stress, but rather an enjoyable part of the journey? What if booking were, in fact, half the fun? Inspired by all the options on Booking.com, our hero Melissa McCarthy gets swept away on a whirlwind musical tour of vacation rentals, hotels, and wigs galore. While most travel advertising is focused on aspirational locations, we romanced the booking experience itself. Filmed both on-location and at the CGI Volume Stage, and backed by a 33-piece orchestra, this piece showed the world that “Booking is half the fun.”
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Entry credits
- Zak Mroueh, Creative Chairman, Zulu Alpha Kilo
- Tim Gordon, Chief Creative Officer, Zulu Alpha Kilo
- Casey Rand, Executive Creative Director, Zulu Alpha Kilo
- Rachel Goss, Creative Director/Art Director, Zulu Alpha Kilo
- Vic Bath, Creative Director/Art Director, Zulu Alpha Kilo
- Ross Wolinsky, Creative Director/Copywriter, Zulu Alpha Kilo
- Dan Cummings, Creative Director/Copywriter, Zulu Alpha Kilo
- Marco Buchar, Associate Creative Director/Copywriter, Zulu Alpha Kilo
- Greg Kieltyka, Associate Creative Director/Copywriter, Zulu Alpha Kilo
- Michael Romaniuk, Associate Creative Director/Art Director, Zulu Alpha Kilo
- Ivan Mallqui, Associate Creative Director/Art Director, Zulu Alpha Kilo
- Meghan Mullen, Account Team, Zulu Alpha Kilo
- Caroline Engram, Account Team, Zulu Alpha Kilo
- Erika Dafoe, Account Team, Zulu Alpha Kilo
- Amanda Wong, Account Team, Zulu Alpha Kilo
- Heather Segal, Strategy Director, Zulu Alpha Kilo
- Sean Bell, Strategy Director, Zulu Alpha Kilo
- Cameron Fleming, Strategy Director, Zulu Alpha Kilo
- Shaunagh Farrelly, Strategy Director, Zulu Alpha Kilo
- Glenn Fogel, Client, Booking.com
- Arjan Dijk, Client, Booking.com
- Natalie Wills, Client, Booking.com
- Ben Harrell, Client, Booking.com
- Diana Agudelo Hernandez, Client, Booking.com
- Ali Ronca, Client, Booking.com
- Ian Kennelly, Client, Booking.com
- Andrew Slough, Client, Booking.com
- Cam Beaumord, Client, Booking.com
- Nick Thiel, Client, Booking.com
- Giuliana Latte, Client, Booking.com
- Wei Lun Wang, Client, Booking.com
- Ina Balabanska, Client, Booking.com
- Johannes Yordi Tromp, Client, Booking.com
- Leslie Cafferty, Client, Booking.com
- Angela Cavis, Client, Booking.com
- Laura Kaye, Client, Booking.com
- Eséte Workneh, Client, Booking.com
- Beniam Gebeyehu, Client, Booking.com
- Marc Marrie, Managing Producer / Executive Producer, Arts and Sciences La
- Milena Milicevic, Head of Production, Arts and Sciences La
- Mal Ward, Managing Director / Executive Producer, Arts and Sciences La
- Alex Prager, Director, Arts and Sciences La
- Matthew Libatique, Director of Photography, Arts and Sciences La
- Michael Salven, 1st Ad, Arts and Sciences La
- Florencia Martin, Production Designer, Arts and Sciences La
- Terri Shafirov, Producer, Arts and Sciences La
- Andrea Tello, Production Supervisor, Arts and Sciences La
- Geoff Hounsell, Editor, Arcade Editorial
- Will Hasell, Editor Teaser/Socials, Arcade Editorial
- Dean Miyahira, Assistant Editor, Arcade Editorial
- Mitch Mitchell, Assistant Editor, Arcade Editorial
- Crissy DeSimone, Executive Producer, Arcade Editorial
- Megan Dahlman, Head of Production, Arcade Editorial
- Alexa Berman, Senior Producer, Arcade Editorial
- Aaron Reynolds, Partner/ECD/Sound Designer & Mixer, Wave Studios
- Isaac Matus, Sound Designer & Mixer, Wave Studios
- Vicky Ferraro, Executive Producer, Wave Studios
- Drew Gasparini, Composer, Barking Owl Sound
- Jacob Plasse, Composer/Arranger, Barking Owl Sound
- Ashley Benton, Executive Producer, Barking Owl Sound
- Kelly Bayett, Creative Director, Barking Owl Sound
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5
Consumer Packaged Goods (CPG)
Award
Company
Bumble
Summary
Dating should be fun. But for women, it can feel like a competitive sport where they’re always playing defense. Problematic behavior is way too pervasive on dating apps, so Bumble did something about it by putting trust and safety at the forefront of their company, from brand values to proprietary in-app tools.This campaign highlighted all the ways Bumble helps create a space where dating is safe and fun. Rooted in strategic insight and executed through breakthrough creative and activations, we struck a delicate balance between highlighting real issues and app features without losing a playful, approachable voice.
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Entry credits
- Samantha Garcia, Head of Americas Marketing, Bumble
- Madeline Dennison, North America Senior Marketing Manager, Bumble
- Jennifer Worek, North America Marketing Manager, Bumble
- Abby DeRochie, North America Marketing Coordinator, Bumble
- Courtney Arnold, Creative Lead, Bumble
- Payton Iheme, VP, Public Policy, Bumble
- Jess Sfera, Media Strategy Director, Bumble
- Sam Sokol, Senior Marketing Manager Canada, Bumble
- Laura Rosmann, Senior Marketing Community Manager, Bumble
- Katie Riddle, Executive Creative Director, MONO
- Shannon Murphy, Creative Director, MONO
- Maggie Williams, Writer, MONO
- Sin Liu, Brand Strategy Director, MONO
- Kristoffer Knuston, Executive Producer, MONO
- Melissa Mathei, Director of Account Management, MONO
- Sarah Knight, Account Supervisor, MONO
- Judy Wittenberg, Business Affairs Director, MONO
- Madeline Caldis, Integrated Production Coordinator, MONO
- Jordan Mynderse, Project Leader, MONO
- Peter Huxmann, Studio Production Director, MONO
- Kate Halpin, Director, Kate Halpin Film
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Nomination
Company
Quotient
Client
Mondelēz International
Summary
Prior to their campaign with Quotient, Mondelēz experienced a loss in market share in the cookie and cracker category at key Ahold grocery retail locations. To win back shoppers and drive sales, Mondelēz evolved their shopper strategy with an omnichannel campaign delivering a cohesive message across three powerful channels: social, mobile display and (DOOH). Leveraging the social channel, Mondelēz picked four family-oriented micro influencers based in the same markets as Ahold retail locations. Each created custom content corresponding with summer weather conditions delivered programmatically across paid social and offsite mobile display to target category, retailer and brand buyers located near Ahold stores.
Mondelēz layered on programmatic DOOH to geofence and target shoppers within a five-mile radius of Ahold locations. Screens featured dynamic content, co-branding the ad with the nearest retailer and activating new creative in response to real-time weather triggers. Furthermore, all formats of ad creative featured contextual weather designs and QR codes linked to landing pages—connecting media with a mobile offer drove sales lift. Quotient’s demand-side platform (DSP) activated each channel, allowing all three to work together seamlessly to deliver a cohesive message.
Thanks to this campaign’s unique approach, Mondelēz exceeded their sales targets, highlighting the power of a cohesive, sophisticated omnichannel strategy.
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Entry credits
- Yolanda Angulo, Director, Customer Marketing, Mondelēz International
- Christine Squillante, Shopper Marketing Operations Manager, Mondelēz International
- Gabrielle Kargl, Omni Digital Commerce Planner, Mondelēz International
- Steve McGowan, RVP, Omni Shopper Activation & Strategic Partnerships, Mondelēz International
- Dave Amdur, Sales Director – ADUSA Team Lead, Quotient
- Leslie Weigandt, Sales Director – Digital-Out-of-Home (DOOH), Quotient
- Noah Stone, Sales Director – Social, Quotient
- Maddie Allen, Senior Digital Campaign Manager, Quotient
- Karli Wood, Customer Success Manager, Quotient
- Derric Thress, Senior Media Trader (Social), Quotient
- Jennifer OKeefe, Senior Media Trader (DOOH), Quotient
- Shaun Bock, Senior Strategy and Insights Lead, Quotient
- Katlyn Muller, Account Supervisor, VMLY&R Commerce
- Christina Gjelston, Account Executive, VMLY&R Commerce
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Nomination
Company
Wavemaker USA
Client
Danone North America
Summary
Beginning in 2020, consumers began leaving the Yogurt category — with a rise of health and wellness snacking options that seemed more ‘modern’ or ‘trendy’. Oikos—a $500MM yogurt brand and major player in the high-protein space— knew that high protein content was the number one reason US consumers enter (and stay) in the Yogurt category, so something had to be done. Therefore, with its Maverick brand persona, Oikos sought to disrupt the category and challenge the perception that eating healthy must be “boring."
To shift perceptions around “boring”, Oikos tapped into the most popular US cultural moment of the year: the Super Bowl. However, year after year, large CPG brands spend more and more on the national Super Bowl advertising – their one big moment is worth more than Oikos’s full year advertising budget. That’s why, in 2023, to be successful Oikos had to punch above its weight at the Super Bowl making the budget work "stronger" to deliver better results. To do it, Oikos partnered with NFL star Deion Sanders and his family to show that “Stronger Makes Everything Better.” It paid off with the record-setting results including +40% dollar sales, +13% points in key battleground markets vs. YAG, 3 billion+ earned impressions, and digital and local media driving 10% more efficiency versus other Super Bowl brands’ national linear approach.
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Entry credits
- Kelly Howard, Partner, Director, Planning, Wavemaker USA
- Brett Shearin, Associate Director, Planning, Wavemaker USA
- Jenna Fidellow, Head of US Content, Wavemaker USA
- Catherine Rardin, Manager, Content, Wavemaker USA
- Christine Diaz, Manager, Content, Wavemaker USA
- Lexie Grossman, Group Director, Paid Social, Wavemaker USA
- Ferris Van Raalte, Partner, Client Investment Lead, Wavemaker USA
- Lili Clement, Associate Client Investment Lead, Wavemaker USA
- Zachary Justus, Director, Strategy, Wavemaker USA
- Surbhi Martin, VP, Marketing Greek Yogurt Portfolio , Danone North America
- Lindsey Lee, Brand Director, Oikos Portfolio , Danone North America
- Michael Clifton, Sr. Brand Manager, Oikos Triple Zero & Pro , Danone North America
- Michael Sallette, VP, Media Connections and Partnerships , Danone North America
- Sara D’Alto, Director, Media Connections, Danone North America
- Angela DiGrazia, Sr. Manager, Media Connections, Danone North America
- Eric Flinn, Executive Creative Director , Danone North America
- Gretchen Offenhauser, Director, Integrated Marketing, Danone North America
- Chanel Bruning, Manager, Integrated Marketing, Danone North America
- Carolyn Sklar, Sr Director, Brand Communications , Danone North America
- Ashlee Simpson, Senior Manager, Brand Communications, Danone North America
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Highly Commended
Company
Wavemaker
Client
Church & Dwight
Summary
OxiClean™, the #1 stain fighter brand, is focused on driving penetration among Millennials to maintain its legacy of category growth. To create greater relevance, the brand launched “OxiClean Closet Refresh” to address the growing trend of thrifting and second-hand purchase among younger demographics. According to a Statista survey, 42% of millennial respondents stated that they were likely to shop secondhand for items. OxiClean products make it easy and cost-effective to preserve and maintain your wardrobe longer -- to help your clothes look like new, whether reviving existing staples in your closet or refreshing second-hand purchased items. OxiClean amplified this campaign by teaming up with Swap Society (online clothing swap site) and celebrity wardrobe stylist, Maeve Reilly to share her tips on how to keep your look on-trend using thrifted or secondhand clothes. This campaign leveraged the appeal and credibility of fashion platform Popsugar and celebrity stylist, Caroline Vazzana to inspire consumers to approach their closet cleanout in a new, more sustainable way.
The OxiClean Closet Refresh campaign was successful in creating relevance for Millennials. The brand delivered better Favorability and Purchase Intent among W25-34, according to the partnership’s Kantar Study brand lift results. Social content delivered above-benchmark performance in engagement, supporting the impact of influencers in inspiring behavior change.
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Entry credits
- Sarah Sumner, Group Planning Director, Wavemaker
- Jason Gonzalez, Associate Director, Wavemaker
- Emily Erwin, Associate Director, Marketing, Church & Dwight
- Robyn Safran, Director, Marketing, Church & Dwight
- Stephanie Gelband, Marketing Manager, Church & Dwight
- Sara Rappaport, Group Account Director, Razorfish
- Brad Ginsburg, Vice President, Global Communication Works
- Jane Barasch, Executive Director, Client Lead, Wavemaker
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Nomination
Company
Manifest
Client
Babyganics
Summary
66% of parents believe the way diaper duty is depicted in the media false. Filled with smiles and squirm-free babies when in reality, changing diapers can really… stink. Built around the launch of Babyganics’ Triple Dry Diapers, the brand challenged the perception of perfect parenting by introducing #Pootraits – a 360 campaign which celebrated the unsung (and unseen) heroes of diaper changing time.
Kicking off with a participation film, 48 parenting influencers kicked off the world’s first diaper change portrait gallery. From startled to surprised, influencer content championed real changing time emotions and their Pootraits sparked national parental engagement by sharing their #Pootraits. The campaign resulted in:
- 15M participation film views
- 350+ broadcast television and radio station syndications
- 687 pieces of coverage
- 18M media impressions
- 995K influencer reach
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Entry credits
- Sara Mendez, Chief Marketing Officer, Babyganics
- Connie Chen, VP of Brands, Babyganics
- Bill Darling, Global Creative Director, Babyganics
- Samantha Abrameto, Brand Director, Babyganics
- Brittany Blake, PR & Global Partnerships, Babyganics
- Kostas Karanikolas, Executive Creative Director, Manifest
- Jessica Jarrett, Copywriter, Manifest
- Keerthy Dakshinamruthy, Creative, Manifest
- Shaun Beaumont, Art Direction, Manifest
- Jessica Becker, Business Director, Manifest
- James Thomson, Agency Producer, Manifest
- Dax Martinez-Vargas, Director, Reform School
- Aaron Phillips, Director of Photography, Reform School
- Ryan Ennis, Producer, Reform School
- Carly Alvarado, Line Producer, Reform School
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8
Media
Nomination
Company
Allen & Gerritsen
Client
Museum of Science
Summary
The Museum of Science asked us to create an omni-channel campaign to reach Boston families with kids 3-15, during the summer months which are so critical in terms of driving revenue. But unlike most years, there was no blockbuster exhibition to lure visitors so, instead, we needed a big idea to reinforce why the Museum is the number one tourist attraction in New England - so without a flashy traveling exhibit such as Star Wars or Pixar how could we make Science itself the star? We researched changing trends of Boston families and discovered an insight. While the desire to try new things has grown 14% since 2020, time to plan has decreased by 7%. Using behavioral science, which shows that when an object or resource is less readily available — time — humans tend to perceive it as more valuable. With this in mind, we took a general fondness for the Museum of Science and transformed it into something more powerful – urgency. How did we do it? A good old-fashioned countdown. 100 days, each a showcase of a different exhibit. A daily reminder of how fleeting summer can be. A daily chorus - there’s so much science, and so little summer. Find out how we built new media technologies to traffic over a 1000 pieces of new creative work across multiple channels every single day for 100 days. And to see how we drove some of the best results of any marketing campaign for the Museum.
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Entry credits
- Will Phipps, SVP, Media, Allen & Gerritsen
- Sathvy Reddy, Manager, Analytics, Allen & Gerritsen
- Zan Smith, Senior Writer, Creative, Allen & Gerritsen
- Fran Quiroba, Art Director, Creative, Allen & Gerritsen
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Nomination
Company
MullenLowe Brasil + Initiative Brasil
Client
Unilever / OMO
Summary
'OMO Pantaneiro’ is about a smart way to hack social talks while spreading brand’s sustainability message and functional benefits without being annoying or irrelevant to the public, and also getting audience attention and involvement.
The main strategy in this project was to align brand purpose with a soap opera that was had phenomenal audience and also had an important agenda sustainability, which is a very important pillar for the brand. To do so, the brand engaged the accent of the characters.
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Entry credits
- Eduardo Salles, ECD, MullenLowe Brasil
- André Havt, Creative Director, MullenLowe Brasil
- Eduardo Salles, mullen.lowe@mullenlowebrasil.com, MullenLowe Brasil
- Fabio Nunes, Art Director, MullenLowe Brasil
- Caio Borges, Copywriter, MullenLowe Brasil
- Lucas Giglio, Business Lead, MullenLowe Brasil
- Ana Trivellato, Account Supervisor, MullenLowe Brasil
- Alexia Obi, Account Assistant, MullenLowe Brasil
- Rodolpho Donato, Production Manager, MullenLowe Brasil
- Mayra Spinelli, Producer, MullenLowe Brasil
- Felipe Borges, Producer Assistant, MullenLowe Brasil
- Flavio Franco, Media Director, Initiative Brasil
- Silvia Sakurai, Media Director Jr, Initiative Brasil
- Thiago Ribeiro, Media Manager, Initiative Brasil
- Simão Trindade, Media Supervisor, Initiative Brasil
- Gabriela Andrade, Media Planner, Initiative Brasil
- Lindsey Novaes, Media Coordinator, Initiative Brasil
- Camila Collesi, Head of Planning, MullenLowe Brasil
- Fernando Silva, Planning Manager, MullenLowe Brasil
- Daniela Soares, Planning Assistant, MullenLowe Brasil
- Yasmine Antacli, Marketing Director, Unilever Brasil
- Larissa Rezek, Marketing Manager, Unilever Brasil
- Eleonora Stefani, Senior Coordinator, Unilever Brasil
- Laila Bergamasco, Digital Marketing & Content, Unilever Brasil
- Vinicius Menezes, Senior Marketing Manager, Unilever Brasil
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Nomination
Company
Back Market
Client
Back Market
Summary
Back Market is a leading global marketplace (online and via app) that offers affordable/accessible pricing for quality devices – generally a more sustainable alternative to buying brand new tech. Through its offerings, Back Market aims to ignite global change for a more sustainable way of consuming technology – one that values the rebirth of technology and a longer device lifespan.
Back Market launched its Tech Reborn campaign to educate about e-waste and deepen its U.S. presence. In order to tackle consumer shopping habits, especially in U.S. culture that is focused on consumption and buying “NEW”, this campaign was developed to showcase the joy that refurbished tech can bring to humans and to the world around them, all while keeping the delightfully irreverent Back Market tone of voice front and center.
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Entry credits
- Woody Wright, Head of Marketing, Back Market
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Nomination
Company
Vistar Media
Client
Church's Texas Chicken
Summary
Everything’s bigger in Texas, and Church’s Texas Chicken®—a global quick service restaurant (QSR) franchise in operation since 1952—is no exception. The San Antonio-founded fried chicken chain is known for “big portions and bold flavors,” and this also rings true for their approach to OOH advertising.
As consumers are spending more time outside of their homes, advertisers like Church’s Texas Chicken® are seeking out partners who deliver fast, effective media buying in the physical world.
Church’s Texas Chicken®, alongside OOH agency Kinetic, partnered with Vistar Media, the world's leading end-to-end programmatic ecosystem for digital out-of-home (DOOH), to activate an advanced programmatic campaign that would help drive foot traffic to its restaurants locations. To do this, they shared a list of QSR locations across multiple states and markets and acted on a mix of outdoor media and data-driven targeting tactics.
To drive real-world results, Church’s Texas Chicken® targeted consumers who visited competitive QSRs and leveraged point-of-interest targeting to amplify its messaging within close proximity to its restaurants.
The results were tremendous. The campaign delivered 19.6M impressions and a 13% lift in store visits and conversion rate over its 181-day flight—that’s more than 108K impressions per day.
The OOH campaign had a big, bold impact on Church’s Texas Chicken®. And it shows how a strategic application of creative, tech, and data can bring OOH ad campaigns to an entirely new level.
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Entry credits
- Chloe Zaharko, Digital Account Manager, Kinetic
- Jill Maugle, Digital Account Manager, Kinetic
- Sarah Minton, Vice President, Media & Omnichannel, Churchs Chicken
- Katherine Penick, Regional Vice President, Midwest, Vistar Media
- Allison Liebeskind, Director, Client Success, Vistar Media
- Lauren Lawhead, Director of Analytics, Vistar Media
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Highly Commended
Company
Touché!
Client
Préma-Québec
Summary
Préma-Québec is the only organization in Québec that comes to the aid of parents of premature children with psychological and financial support. Yet every year in the province, 8% of births take place before term. To pursue its mission, Préma-Québec needed to increase the number of new donors.
It's hard, even impossible, to understand the delicacy of a preterm baby when you've never held one in your arms... until unexpectedly, you do. Préma-Québec capitalized on this insight by creating "The 1.8 Pound Book" - a book weighing the equivalent of a very large preemie. The best way to make Quebecers understand the fragile reality of preemies. The book became a way to generate donations, since all profits from the sale were donated to the foundation.
We first announced the book's release on December 17th with a series of media tactics. Then, on World Prematurity Day, which takes place every year on November 17th, we launched our second phase of communication. We announced that the book did not come out on December 17th as planned... but on November 17th, a month earlier than expected!
Our premature campaign allowed Préma-Québec to see an increase of new donor of 33% YOY and the help request from parents increased by 81% YOY.
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Entry credits
- Ginette Mantha, Founder, Préma-Québec
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Nomination
Company
Hearts & Science
Client
HBO Max
Summary
HBO Max is the streaming service of HBO, one of the most respected entertainment brands in the world. In 2022, it was launching The Staircase, an eight-part true crime drama starring Colin Firth and Toni Collette.
In the show, Firth plays Michael Peterson, the writer convicted of murdering his wife Kathleen Peterson (Collette), who was found dead at the foot of the staircase in their home.
However, despite the show’s star power, and hopes that it could become HBO Max’s first award-winning original series, success was not guaranteed.
Foundationally, HBO Max has raised awareness of its shows by seeding teasers on social media, through digital ads, and by pushing clips to existing platform users when they log in.
So this time, to raise mass awareness of The Staircase, our idea was to go bigger – by giving it a ‘movie makeover’: promoting the show like a movie with experiential and cross-channel activities.
We combined the power of the classic media channels – cinema and Out Of Home (OOH) with a powered digital and social campaign to achieve maximum results.
And it worked!
The Staircase was one of the most talked-about shows of 2022, all while being one of HBO Max's most efficient campaigns of 2022, with a Cost Per View lower than comparative titles.
Thanks to the awareness generated by our movie-style makeover, The Staircase was a hit with viewers in cinemas and at home and has since received multiple Emmy nominations, attracting praise from viewers and critics alike.
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Entry credits
- , , Hearts & Science
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Award
Company
Touché!
Client
BRP
Summary
BRP, a world-class all-terrain vehicle producer, is facing a growth barrier due to the limited opportunities and accessibility to lands. To attract existing riders to buy a BRP for their next purchase, the brand needed to explore new territories. Literally.
This challenge gave birth to Uncharted Playgrounds: an online booking system that connects riders to landowners. Think Airbnb… but for off-road riders!
In order to attain and populate our platform, we reached out to landowners through a highly geo-targeted search and social campaigns across North America.
Once the platform was live, we encouraged riders to book their next adventure!
The platform provided data for optimizing BRP’s always on digital campaigns. We leveraged booking data, engagement, and visitor data to adjust our promotional offers in real time. It also helped us to identify high-potential markets for future dealership development.
The number of online bookings increased by 56% while doubling the number of active regions in the platform. The number of playgrounds increased twofold and expanded to new international markets.
Search volumes increased by 40%.
The number of converted users from the competition to BRP increased by 35,8% YoY leading to an increase in general sales.
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Entry credits
- Jeremy Duhamel, Manager, Strategy, CX Global & BRP Innovation Lab, BRP
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Nomination
Company
Google/ Google Brand Studio
Client
Google
Summary
Every year, Google looks back at what the world searched for. Our goal for 2022 was to use Search Trends to reflect the year and connect with people around the world – leaving even the most cynical doom scroller with a bit of hope for the future.
In 2022, the world searched “can i change” more than ever. After two challenging years, the data showed people ready to reemerge and start something new.
Our film focused on personal and societal change, while on social, we shared niche trends to connect with subculture groups where they spend their time. We gamified Trends and created short-form videos, and content creators gave their take on some of 2022’s unique insights. Lastly, we built the first-ever Local Trends experience, featuring different cities’ top searches.
The film received over 295M YouTube views (the most in Google’s YouTube history), paid social assets had over 69.2M views and 169M combined impressions on SnapChat and Instagram, and the AR Trends filter had 18.9M impressions on SnapChat and 374K effect plays on TikTok. Our influencer partners received a combined 1.8M engagements and 450M impressions, and the local Trends experience received over 1.1M visits.
All in all, Year in Search 2022 reached more corners of the globe than any previous campaign. And people online responded with a newfound appreciation for a year many wanted to forget.
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Entry credits
- Marcel Neumann, Sound Mixer and Composer, Marcel Neumann
- Rick Wilson, Colorist, Rick Wilson
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5
Entertainment
Award
Company
Critical Mass and TBWA/Chiat/Day
Client
DIRECTV
Summary
Who you gonna call when you want to stream all your favorite sports, on demand movies and
shows? The GOATbusters and DirecTV, of course! This targeted digital campaign intersected
with upper funnel awareness efforts, focusing on specific audiences (such as sports enthusiasts
and cord cutters) with RTBs engineered to drive direct action. Legendary MLB hall of famers
Alex Rodriguez, David Ortiz, Ken Griffey Jr. and Randy Johnson transform into bat wielding
Ghostbusters, in the sports/movie mashup of the season. The result? A home run for sports
fans and TV lovers everywhere.
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Entry credits
- Val Carlson , Chief Creative Officer, Critical Mass
- Andrew Lavery , Executive Creative Director, Critical Mass
- Andrew Dolby , Group Creative Director, Critical Mass
- James Maclean , Creative Director, Critical Mass
- Javier Olivares, Associate Creative Director, Critical Mass
- Meghan O’Neill , Associate Creative Director, Critical Mass
- Ana Benitez Duarte , Designer, Critical Mass
- Peter Lagosky , Senior Copywriter, Critical Mass
- Thomas Turner , Production Design Lead, Critical Mass
- Daisy Swain , Copywriter, Critical Mass
- Faith Tyrell , Sr. Strategist, Critical Mass
- Jen Goldberg , VP, Strategy, Critical Mass
- Shawn Thompson , VP, Strategy Director, Critical Mass
- Sydney Woodman, VP, Group Executive Producer, Critical Mass
- Hannah Thompson , Executive Producer, Critical Mass
- Lexi Scott , Sr. Producer, Critical Mass
- Vince Varga , Sr. Producer, Critical Mass
- Ian Wells , Sr. Producer, Critical Mass
- Faryn Hill, Marketing Science Director, Critical Mass
- Stacia Parseghian, EVP, Client Partner, Critical Mass
- Benedicte Dechaud, VP, Client Partner, Critical Mass
- Andrew Burke, Sr. Account Director, Critical Mass
- Carly Barnhart, Account Manager, Critical Mass
- Logan Knight, Associate Producer, Critical Mass
- Luc Wilson, Associate Producer, Critical Mass
- Renato Fernandez , Chief Creative Officer , TBWA/Chiat/Day
- Jason Karley , Group Creative Director , TBWA/Chiat/Day
- Mark Winters , Creative Director, TBWA/Chiat/Day
- Ryan Buckley , Creative Director , TBWA/Chiat/Day
- Janni Winderholm , Creative Director , TBWA/Chiat/Day
- Jessica Nugent , Copywriter , TBWA/Chiat/Day
- Rachel Findlay , Art Director, TBWA/Chiat/Day
- Skirving Jake , Sr Designer , TBWA/Chiat/Day
- Ekaterina Cervantes , Sr Designer , TBWA/Chiat/Day
- Sydney Tomer , Designer , TBWA/Chiat/Day
- Andrea Nazario , Jr. Designer , TBWA/Chiat/Day
- Alicia Portner , Senior Producer , TBWA/Chiat/Day
- Ian Donnelly , Producer , TBWA/Chiat/Day
- Dena Moore , Executive Art Producer , TBWA/Chiat/Day
- Jen Costello , Chief Strategy Officer , TBWA/Chiat/Day
- Jesse Unger , Group Strategy Director , TBWA/Chiat/Day
- Jim Jenkins, Director, O Positive
- Geoff Hounsell, Editor, Arcade Edit
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Nomination
Company
Hearts & Science
Client
HBO Max
Summary
Game of Thrones, based on the best-selling book series A Song of Ice and Fire by George R.R. Martin, is the most watched title in the long and storied history of HBO. The series captivated audiences the world over, becoming an instant cultural touchstone and turning the characters and the actors who portray them into household names.
When a series, particularly one with a built-in fandom from the books, becomes a major global phenomenon its every plot turn gets scrutinized under the microscope of public opinion. Such was the case with Game of Thrones which built up such an impassioned following that it became appointment viewing, particularly during the show’s final season.
However, that season, and the finale in particular, left a bad taste in audiences’ mouths and left us to wonder if there would be “dragon fatigue” among viewers who felt burned by how Game of Thrones ended. As well, House of the Dragon was the first series launched in the wake of the merger between HBO’s parent company Warner Brothers and Discovery (WBD) and as such it needed to be a commercial success on par with its predecessor (despite House of the Dragon’s setting nearly two hundred years before the events of Game of Thrones).
With pressure to deliver a dragon-sized hit, we delivered with a marketing onslaught across traditional and decidedly untraditional media that made House of the Dragon the platform’s most successful show ever and put the newly formed WBD on a course for sustained success.
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Entry credits
- , ,
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Nomination
Company
FG|PG
Client
Marvel SNAP
Summary
Marvel SNAP, (a partnership between Bytedance, Nuverse, and Marvel) was about to launch its first ever, fast paced, strategic card battler game. The free to play game brought together every character in the Marvel multiverse which had never been done before! Our job was to launch the game at New York ComicCon to drive pre-release buzz, game downloads, and get influencers and attendees sharing on social.
To showcase the game, we created a multi-media, tech infused, Marvel SNAP experience that immersed people into the story by recreating unique details of the cinematic gaming trailer, including the iconic Daily Bugle building. At the center of it all was the Marvel Snap Collectors Cube Experience.
Modeled after the Cube within the game, as people stepped inside our giant Collectors Cube, they were instantly transported into a mind-bending, game fueled, cosmic content capture ride. We utilized digital screens hidden behind two-way mirrors, showcasing over 50 pieces of custom animated content and 200+ Marvel SNAP cards. A 360° soundscape featured SFX and character voiceovers. Mirrors across every surface made attendees feel like they were drifting in infinite cosmic space; on a fast moving elevator ride; and at the center of an "in-game" card battle.
Gameplay stations, dozens of hidden easter eggs, giveaways, and the chance to meet developers and influencers rounded out the experience.
The launch garnered over 200,000 attendee engagements on-site, 130M+ Media Impressions, and over 5.4 Million downloads for Marvel SNAP in just the first week!
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Entry credits
- Frederique Georges, Chief Executive Officer, FG|PG
- Phil Koutsis, Chief Creative Officer, FG|PG
- Melanie Chjomchavalit, Chief Financial Officer, FG|PG
- Nick Peery, General Manager, FG|PG
- Doug Wong, Designer, FG|PG
- Justin Truluck, Technical Director, FG|PG
- Lesley Abarcar, Designer, FG|PG
- Joey Esparza, 3D Design Manager, FG|PG
- Lindsey Johnson, Associate Account Manager, FG|PG
- Danny Pritzoa, General Manager, Show Ready
- Mike Kuehn, Project Manager, Show Ready
- Bob Conway, Engineering Manager, Show Ready
- Rishi Mohan, Marketing & Brand Lead, Bytedance Nuverse Marvel SNAP
- Melanie McCracken, Brand Lead, Bytedance Nuverse Marvel SNAP
- Allen Tan, Marketing Associate, Bytedance Nuverse Marvel SNAP
- David Cicirelli, Creative Technologist, rochambeau.xyz
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Nomination
Company
Roku
Summary
The WEIRD campaign spanned all of 2022 from the film's announce in January to our sustaining and awards campaign to date. We captured users on platform, off platform and everywhere in between by building out clever and unique marketing moments true to Al's tongue-in-cheek brand and release through a carefully choreographed timeline designed to maximize audience demand to grow The Roku Channel's viewership and monetize our highest ROI on content acquisition investment. Representing a critical opportunity for TRC's original content offering, Weird: The Al Yankovic Story catapulted into the cultural zeitgeist becoming our most anticipated project to date. WEIRD had the biggest opening weekend in TRC's history with millions of streamers, more unique views, streaming hours, and new/lapsed views than any other VOD content launch.
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Entry credits
- Sweta Patel, VP, Growth Marketing & Merchandising, Roku
- Sam Guilloud, Director, Content & Originals Marketing, Roku
- Rachel Jaffe, Sr. Manager, Roku Originals Marketing, Roku
- Noelle Lyons, Roku Originals Marketing Manager, Roku
- Lisa Flores, Sr. Manager, Social Media Marketing, Roku
- Jen Liles, Sr. Social Media Marketing Manager, Roku
- Nicole Wilcox, Sr. Manager, Roku Originals Publicity Talent Relations and Executive Comms, Roku
- Sophia Economou, Publicity Manager, TRC and Roku Originals Communications, Roku
- Logan Freda, Director, Program Management, Roku
- Savannah Mosser, Sr. Content Marketing Manager, Platform, Roku
- Jeffrey Elefterion, Sr. Manager, Video Content Design, Roku
- Joelle Lau, Manager, Marketing Creative Design, Roku
- Austin Hepp, Manager, Content Video, Roku
- Ryan Kim, Sr. Visual Designer, Roku
- Penelope Jewkes , Sr. Creative Project Manager, Roku
- Leslie Grant, Sr. Content & Originals Marketing Manager, Roku
- Donald Ngai, Creative Director, Growth Marketing & Merchandising, Roku
- Blake Frieden, Sr. Manager, Merchandising & Editorial, Roku
- Andre Morgan, Editorial Manager - Short Form Video, Roku
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Nomination
Company
Toaster Inc
Client
YouTube LLC
Summary
Toaster worked with YouTube Creator Marketing to spark a trend for their new short-form video platform: YouTube Shorts.
We leaned into Gen-Z creators' more casual approach to content and building community around their unique sense of humor - with a campaign called #MyBloopers. Using National Joke Day as inspiration, the #MyBloopers campaign ignited a spontaneous trend, inviting creators to share their gag reels, outtakes, and funny fails with the world on Shorts. The campaign extended to curated playlists, a landing page, email comms, and in-product notifications, and earned media coverage resulting in a 5.41% CTR (5x improvement on benchmarks), 60K+ Shorts created, and 220K+ unique landing page visits.
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Entry credits
- James Philipps, Executive Creative Director, Toaster Inc
- Turner Johnson, Associate Creative Director, Toaster Inc
- Johanness Goldberg, Senior Digital Project Manager, Toaster Inc
- Janga Militello, Designer, Toaster Inc
- Michelle Diaz, Illustrator, Toaster Inc
- Hansol Kim, Illustrator, Toaster Inc
- Katiana Mashikian, Senior Copywriter, Toaster Inc
- Keely Lewis, Digital Project Manager, Toaster Inc
- Joanna Kennedy, Strategist, Toaster Inc
- Ali Burney, Motion Designer, Toaster Inc
- April Kwang, Sr. Art Director, Toaster Inc
- Susannah Bard, Managing Director, Toaster Inc
- Lauren OHalloran, Director of Production, Toaster Inc
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4
Tech
Nomination
Company
TATA Consultancy Services (TCS)
Client
TATA Consultancy Services (TCS)
Summary
For the first time in the history of major marathons, the 2022 TCS New York City Marathon app livestreamed the professional men’s and women’s wheelchair- and open-division races in their entirety, empowering fans to switch between feeds and watch the race of their choice. The Professional Runner Feed and Course Cameras were available free on the 2022 TCS New York City Marathon App, enhancing the broadcast coverage and in-person spectator experience.
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Entry video
Entry credits
- Michelle Taylor, Head, Global Sponsorships, TCS
- Haley Price, Head of Sponsorships, North America, TCS
- Gowri Prabhu, Project Manager, TCS
- Dinesh Naik, Project Manager, TCS
- Heidi Koeppel, Director, IT Project Management, NYRR
- Thomas Thieke, IT Project Management Specialist, NYRR
- Terrence Orpilla, Director, IT Product Development, NYRR
- Kathy Gonzalez, Director, Digital Marketing Initiatives & Planning, NYRR
- Anne Liao, Director, Strategic Partnerships & Business Development, NYRR
- Matt Singer, Director, Broadcast, NYRR
- Jeff Carnevale, SVP, Information Technology & Information Officer, NYRR
- Gary Critchlow, Executive in Charge of Production, Film 45
- Madhur Arora, Associate Director, Head of Sales Engineering, TATA Communications
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Nomination
Company
Ally Financial, MKTG Sports and Entertainment
Summary
As the official sponsor of the No. 48 Hendrick Chevrolet in the NASCAR Cup Series, Ally knows that one of the most exciting and talked about passion points for NASCAR fans are the paint schemes. Fans love to banter, exchange predictions and opinions about every paint scheme on the cars of their favorite drivers, and how each driver’s sponsor can get creative with truly unique paint scheme designs
In an effort to tap into this passion, Ally created a first of its kind digital fan experience where fans could design their very own custom paint scheme with the chance for the grand prize winner’s design to be brought to life and actually wrapped on the Ally 48 car for a race later that season.
To help us bring this idea to life in the most authentic way possible, Ally partnered with Danny Koker, owner of Count’s Kustoms and the legendary “Count” of Las Vegas car culture. Thus, Koker’s Garage opened its digital doors.
The primary goal of the program was to drive a deeper connection with NASCAR fans during a key milestone - the NASCAR Cup Series Playoffs - to ultimately drive more fandom and love of the Ally 48. Ally wanted to break through the clutter of other brand sponsorships and encourage positive fan conversation, regardless of their driver performance.
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Entry credits
- Lauren Campbell, Manager Lead, Ally Financial
- Jessica Stroupe, Manager, Ally Financial
- Kayla Whapham, Manager, Ally Financial
- Tanner Jones, Senior Marketing Specialist, Ally Financial
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Highly Commended
Company
MNTN
Client
MNTN/Steve-O’s Hot Sauce for Your Butthole
Summary
MNTN is disrupting the advertising industry by bringing innovation to the historically complicated process of TV advertising, and expanding the market by creating the first self-serve platform that makes running Connected TV ads as simple as running an advertising campaign on paid search or social media.
MNTN opens doors for brands to advertise on TV, with over 60% of their clients having never run a TV ad before. Combining the creative prowess and marketing genius of Ryan Reynolds’ Maximum Effort and the tech-savvy guidance of Mark Douglas and his executive team, MNTN has been able to create some of the most talked-about viral ads of the year. A prime example is Steve-O’s “Hot Sauce for Your Butthole” Demo, which featured MNTN Chief Creative Officer Ryan Reynolds and Steve-O. Ryan challenged Steve-O to launch a campaign for his hot sauce using MNTN’s advertising software after eating one of the spiciest peppers in the world. The demo demonstrated how easy it is to use the MNTN platform, and went on to generate a 41% lift in sales of the hot sauce, making it the #1 best-selling product on Steve-O’s website.
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Entry video
Entry credits
- Mark Douglas , President and CEO, MNTN
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Award
Company
Google/ Google Brand Studio
Client
Google
Summary
Every year, Google looks back at what the world searched for. Our goal for 2022 was to use Search Trends to reflect the year and connect with people around the world – leaving even the most cynical doom scroller with a bit of hope for the future.
In 2022, the world searched “can i change” more than ever. After two challenging years, the data showed people ready to reemerge and start something new.
Our film focused on personal and societal change, while on social, we shared niche trends to connect with subculture groups where they spend their time. We gamified Trends and created short-form videos, and content creators gave their take on some of 2022’s unique insights. Lastly, we built the first-ever Local Trends experience, featuring different cities’ top searches.
The film received over 295M YouTube views (the most in Google’s YouTube history), paid social assets had over 69.2M views and 169M combined impressions on SnapChat and Instagram, and the AR Trends filter had 18.9M impressions on SnapChat and 374K effect plays on TikTok. Our influencer partners received a combined 1.8M engagements and 450M impressions, and the local Trends experience received over 1.1M visits.
All in all, Year in Search 2022 reached more corners of the globe than any previous campaign. And people online responded with a newfound appreciation for a year many wanted to forget.
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Entry video
Entry credits
- Marcel Neumann, Sound Mixer and Composer, Marcel Neumann
- Rick Wilson, Colorist, Rick Wilson
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9
Partnership or Collaboration
Nomination
Company
Creative Artists Agency
Client
AT&T
Summary
AT&T collaborated with international superstar Karol G to bring fans closer to Latin music and the artists they love while strategically leveraging immersive technology to enhance the overall fan experience. As the presenting sponsor of her record breaking 2022 $trip Love tour, AT&T provided fans with exclusive shareable content in both English and Spanish through surprise meta-forward experiences in-stores and on-site nationwide.
To authentically connect with next gen Hispanic consumers, AT&T curated a uniquely Karol G virtual universe providing fans with exclusive access and innovative bi-lingual experiences through a mobile-forward campaign. Objectives included:
-Garnering positive brand perception and interactions from Karol G fans
-Producing a tech-forward campaign that provided exclusive access to Karol G using augmented features that fans would enjoy and be excited about
-Curating never-before-seen experiences that resonate within retail and live music backdrops
-Fully immersing historically underserved bi-cultural music fans into a uniquely Karol G augmented ecosystem powered by AT&T
-Create a first-time ever consumer experience in partnership with a globally renowned Latin artist that transcends industry benchmarks and breaks cultural barriers
-Understanding that the Hispanic experience looks different across geographical regions of the country, deploy a strategy that authentically resonates and unifies through a shared passion point
-Build memorable and innovative activations that are impactful yet scalable, with the malleability to travel on the road for multiple months with extreme set up time and production restraints
-Integrating the campaign around the Karol G tour sponsorship seamlessly across retail while driving lower purchase funnel metrics
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Entry credits
- Camila Seta, Brand Consulting Executive, Creative Artists Agency
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Nomination
Company
BENlabs
Client
Proximo Spirits (Bushmills Irish Whiskey) , and Endemol Shine (Peaky Blinders)
Summary
BENlabs worked with Proximo client Bushmills to secure designation as the “Official Whiskey of Peaky Blinders” through a licensing promotion that celebrated the final season of the series. Key to the success of this partnership was bringing to life a limited-edition prohibition style whiskey authentic to the era of the series as well as securing the Shelby Family name and Cillian Murphy’s likeness on the label and marketing collateral.
After only 3 months, Bushmills Prohibition Recipe Irish Whiskey achieved a velocity rate over its top two competitors.
To launch the limited-edition product, two experiential media events were held in LA and NYC featuring themed bar takeovers and allowing the press and key tastemakers the chance to try the new product and enjoy several themed cocktails. These events garnered accolades and earned media from press such as People Magazine, Today, Maxim and LA Times.
To promote sales of the product, BENlabs orchestrated a robust influencer program for Bushmills Prohibition Recipe by executing 27 pieces of content with 16 culturally relevant creators and fans of the show across Instagram, YouTube and TikTok, garnering a total of 8M views.
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Entry video
Entry credits
- Jennifer Webb, Group Communication Director, Proximo
- Christopher Lucero, Executive Director, Licensing, Endemol Shine
- Sonia Bouadma, Vice President, Rights Clearances, BENlabs
- Katy Wolf, Director, Client Services, BENlabs
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Highly Commended
Company
FUSE Create
Client
Hilton
Summary
As people start to travel again, how do you demonstrate your hotel haAfter a two-year hiatus, to debut their new partnership with Golf Canada, Hilton new a 10’ x 10’ booth at the first live PGA event in Canada wasn’t going to cut it. So, we built a 200sqft pop-up hotel at on the RBC Canadian open and CP Women’s Open. We awarded six lucky golf fans the stay of a lifetime in a one-of-a-kind, luxury, one-bedroom hotel just off the green – it was the best seat in the house, and the best bed. From PR, to digital, to influencer outreach, and social content, to date, Hilton On The Green is the most talked about campaign in Hilton Canada’s history, with close to half-a-billion impressions and close to 2M Social Engagements across seven different countries.
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Entry video
Entry credits
- Steve Miller, Executive Creative Director, FUSE Create
- Patrice Pollack, Creative Director, FUSE Create
- Patrick Carter, Art Director, FUSE Create
- Sam Rudykoff, Copywriter, FUSE Create
- Zach Wright, Group Account Director, FUSE Create
- Ashley Sommerville, Account Director, FUSE Create
- Amanda Fusco, Production Manager, FUSE Create
- Terra Stephen, Integrated Producer, FUSE Create
- Raphaele Sohier, Production Coordinator, FUSE Create
- Caeleb Quinn, Account Coordinator, FUSE Create
- Vanessa Francone, Public Relations Manager, FUSE Create
- Jacquie Jostuk, Director, Creative Strategy, FUSE Create
- Nicole Eum, Creative Strategist, FUSE Create
- Becky May, Other,
- Darren Marranca, Other,
- - -, Production Partner, Artam Design Inc.
- Stephen Weir, Videographer, Freelance
- Jake Killorn, Photographer, Freelance
- Bryan Ulrich, Photographer, Freelance
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Award
Company
Observatory & Slap Global
Client
Doritos & Netflix
Summary
Doritos and Netflix's “Stranger Things” collaborated to create a first-of-its-kind virtual concert, "Live From The Upside Down," using a Doritos bag as a ticket for a 1986 music festival in the Upside Down. The partnership aimed to keep Doritos relevant in pop culture and get fans excited for “Stranger Things” 4. Both brands targeted a younger generation by igniting nostalgia for '80s music.
The concert was marketed like any other, with artist promos, press interviews, line-up posters, and digital integrations. The 34-minute live stream featured iconic '80s hits and “Stranger Things” special effects, making it appear the bands were playing LIVE from the Upside Down.
The partnership drove sales and engagement, lifting Doritos sales by 11%. The live stream achieved 303.4 MILLION VIEWS, 365K+ concert invite scans, 22.5K+ YouTube Live chat messages, and an unprecedented average view duration of 7:01, exceeding benchmarks and records set by pure entertainment events. It also garnered 4.46 BILLION PR IMPRESSIONS and 582 earned placements. The partnership helped Doritos capture a +1pt MARKET SHARE LIFT valued at $45 million annually (a herculean task given its leading position in the category).
Moreover, “Stranger Things” 4 became a cultural phenomenon, with 1.35 BILLION HOURS VIEWED in the first 28 days. It was Americans' Favorite TV show and the Most-Streamed Program of 2022.
Overall, the partnership between Doritos and Netflix's “Stranger Things” set a new benchmark for brand collaborations that drove engagement, sales, and culture demonstrating how heritage, music, and world-building with fans can create an unforgettable experience.
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Entry credits
- Netflix Marketing Partnerships -, Client, Netflix
- Doritos -, Client, Frito-Lay
- Observatory -, Lead Agency, Observatory
- Slap Global -, Co-Lead Agency, Slap Global
- Hungry Man -, Production & Post-Production, Hungry Man
- Mathematic -, Visual Effects Company, Mathematic
- Company 3 -, Color Finishing, Company 3
- Lime Studios -, Sound Design & Mix, Lime Studios
- Shakermaker -, Music Agency, Shakermaker
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Nomination
Company
Commonwealth McCann
Client
Chevrolet
Summary
Chevrolet is known for its entry-level cars, but not so much for its SUVs. Showcasing the technology and performance of these in a 30-second video was not enough. We needed a content platform to connect more closely with people's culture. And on really difficult terrains.
That's why, in partnership with Discovery Channel, we created the Lost Roads content platform. The first documentary opened up to the world a territory as large as Portugal that, for 60 years, no one could enter because of the war against the guerrillas. Working with former guerrilla fighters as tour guides and main characters of the documentary, we gave visibility to businesses of former combatants who today are struggling for a new chance in life.
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Entry video
Entry credits
- Matt Canzano, CCO Global Markets, Commonwealth McCann
- Grant Theron, Global Business Lead GM & CEO, Commonwealth McCann
- Alejandro Bermudez, Regional Creative Director, Commonwealth McCann
- Nate Williams, SVP Global Markets, Commonwealth McCann
- Samuel Estrada, Business Lead, Commonwealth McCann
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Nomination
Company
Beanstalk
Client
The Metropolitan Museum of Art
Summary
The Metropolitan Museum of Art (The Met) inspired PacSun, the California-based lifestyle brand, to create a fashion-forward capsule collection. Accomplishing The Met’s goals of democratizing art and reaching the widest possible audience, PacSun reimagined iconic European paintings by Van Gogh, Latour, and Tiepolo to create a genderless capsule of 30 designs including tops, t-shirts, socks, sweatshirts, sweaters and pants. Following the September 2022 release on pacsun.com and in the brand’s top 200 retail stores, The Met collaboration reached over 5MM users across all social apps and created nearly 400MM digital impressions, garnering coverage in media outlets including WWD. Additionally, it earned a feature brand slot at PacSun’s ComplexCon booth. After achieving an impressive 87% sell-through in only four months, PacSun immediately signed up for new seasons of unique apparel and accessories, as well as expansion into additional doors. The second offering featuring favorites from the inaugural collection along with newly developed pieces will be launching in Spring 2023 for anyone who may have missed out. PacSun will also be debuting kids’ apparel and accessories as part of their Fall 2023 collection.
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Entry credits
- Josh Romm, Head of Global Licensing & Partnerships , The Metropolitan Museum of Art
- Linda Morgenstern, VP, Brand Management, Beanstalk
- Richard Cox, VP, Mens Merchandising, PacSun
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Nomination
Company
Madwell
Client
Visible Wireless
Summary
With low-cost, single-line plans, Visible is the wireless service that’s perfect for singles. To prove this, and inspire deeper engagement with this target audience of singles, we teamed up with Match Group to flip the norms of wedding season by creating a gift registry just for single people.
The Visible Singles Registry allowed single individuals to build a wishlist of their dream items and share it on social media so their married friends could be the ones buying the gifts for a change. Gifts included “Mine" and "Also Mine" tea towels, single-serve coffee machines, full-bottle wine glasses, and a foldable one-person kayak for solo adventuring. To enhance the rewards for singles even more, Visible partnered with dating expert Erika Ettin to surprise three lucky people with personal coaching sessions. Extending their role as sponsorship partners, Match Group also offered up a stack of premium membership giveaways to supercharge any single’s dating life.
As word of our unconventional registry spread, we drew 240,000 site visits, sparked over 30.6 million social impressions, and increased brand awareness by a whopping 80 percent. The highest traffic peaks were during paid media takeovers, proving our use of Match Group’s networks to be effective. By hijacking wedding seas
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Entry credits
- Nicki Stuttman, Account Supervisor, Madwell
- Chris Sojka, Chief Creative Officer , Madwell
- Jeff Gillette, Executive Creative Director, Madwell
- Alex Rhubart, Associate Creative Director, Madwell
- Sam Dickson, Senior Copywriter , Madwell
- Charlie Smith, Account DIrector, Madwell
- Julia Goldsmith, Production Director, Madwell
- Darren Allison, Strategy Director , Madwell
- Madison Allen, Social Strategist , Madwell
- Megan Skari, Brand Marketing, Visible
- Olga Bermudez Paiva, Associate Director - Brand and Creative, Visible
- Angela Bobo, Senior Manager, Brand Strategy, Anchor Media
- Lulu Burns, Head of Influencer Partnerships, Anchor Media
- Victoria Calvert, Founder and CEO, Anchor Media
- Hannah Binder, Associate Media Director, VM1
- Cassidy Jeglum, Associate Media Director, Anchor Media
- Charlotte Ableman, Designer, Madwell
- Zenzile Sky Lark, Associate Designer, Madwell
- Sarah Korner, Account Supervisor, Madwell
- Kyle Calian, Creative Producer, Madwell
- Trevor Chauvin, Creative Producer, Madwell
- Mike Cargian, Director of Technology, Madwell
- Joe Cooper, Developer, Madwell
- Greg Rich, Developer, Madwell
- Jinook Jung, Developer, Madwell
- Scotty Nolan, Senior Animator , Madwell
- David Preli, Animator , Madwell
- Bill Blatchley , Account Director , Madwell
- Jess Abood, Creative Producer , Madwell
- Kristion Matas, Associate Creative Producer, Madwell
- Apoorva Prabhakar, Designer, Madwell
- Sera Kuzmenka, Associate Designer, Madwell
- Kaela Shelby, Copywriter, Madwell
- Sara Jabbari, Designer, Madwell
- Kelsey Nguyen, Social Copywriter, Madwell
- BriElle Munizzi, Associate Creative Director, Madwell
- CJ Thomas, Associate Creative Director, Madwell
- Michelle Douglas, Community Manager, Madwell
- Ian Rubini, Community Manager , Madwell
- Vicki Shapiro, VP, Marketing, Match Media Group
- Divya Lakhati , Director, Marketing, Match Media Group
- Matt Colban, Regional VP, Sales, Match Media Group
- Tomasz Modzelewski, Senior Designer, Match Media Group
- Kara Morris, Senior Account Manager, Match Media Group
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Highly Commended
Company
Beanstalk
Client
Kellogg's
Summary
Eggo®, Kellogg’s iconic frozen breakfast brand, wanted to help grown-ups L’Eggo with Eggo and elevate their “evening me time” during one of the busiest and most stressful times of the year – the holidays. Cue the collaboration with Sugarlands Distilling Co. to craft Eggo Nog – a twist on an adults-only classic holiday cocktail for parents to pair with an evening Eggo Waffle dessert.
The decadent rum-based liqueur featuring rich flavors of churned cream, cinnamon, and nutmeg was designed to elevate parents’ limited amount of “me time” and give adults a “slightly toasted” way to L’Eggo of the holiday stress. Eggo Nog was available for purchase at Total Wine & Spirits and other retailers nationwide until selling out before Thanksgiving. Eggo Nog made headlines with over 900 million impressions and 95,000 visits in 10 days to the Eggo Nog website. The licensed collaboration was featured in over 1,500 media outlets, including The Late Show with James Corden, GMA, People Magazine, Food & Wine, and more.
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Entry video
Entry credits
- Delmarys Garcia, Director, Brand Management, Beanstalk
- David Lee, Senior Director, Global Licensing and Cultural Marketing, Kelloggs
- Andrew Martinek, Senior Manager, Global Licensing & Partnerships, Kelloggs
- Jane Scrivner, Account Director, Weber Shandwick
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Nomination
Company
Ally Financial
Summary
“Less than 10% of sports media coverage is dedicated to women’s sports.”
For Ally, this represents a pressing societal challenge and a salient business opportunity that resulted in a very specific objective: grow the 10%. A big challenge that requires bold and innovative solutions to address. Our approach: “The Ally 50/50 Pledge”.
At the 2022 espnW Summit, Ally committed to equal spending across women’s and men’s sports media over the next five years. Then, on the 50th anniversary of Title IX, Ally turned this pledge into action by launching a national campaign called “Watch the Game, Change the Game,” a call-to-action promoting the idea that visibility = opportunity. The campaign included a new TV spot, scaled across broadcast, digital and social media channels, along with the #WatchToChange hashtag and a comprehensive influencer program.
Last but not least, in partnership with the NWSL and CBS Sports, Ally led the effort to move the NWSL Championship game to “Primetime” – for the first time in history with activation including a live pre-game show, distribution of 5,000+ Watch to Change” scarves, influencers and an expanded “Player Allies” hospitality program. Changing the media equity landscape takes time – but we’re already seeing tremendous results across the board. The NWSL Championship was the most watched game in league history (nearly 1M viewers, +71% YOY), our “Primetime-ification” and 50/50 pledge announcements generated ~65M PR impressions and $7.5M+ in earned media coverage. Finally, Ally has seen a 13-27% lift across our key brand preference and likeability metrics.
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Entry credits
- - -, -, -
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5
Innovation
Award
Company
Horizon Media
Summary
America has never been more diverse. Today, more Americans self-identify as two or more races, cultures, or ethnic groups. And according to the U.S. Census, "multiracial” is the fastest-growing segment of the U.S. population.
But media and communications planning tools are lagging behind. Insights and outcomes from traditional planning tools continue to default to the largest segment of the population.
Brands and marketers recognize that historical methods of media and communications planning are based on assumptions and audience demographics that longer apply in our changing media environment. And operating under a general market-first approach that treats multicultural audiences as an afterthought is myopic, incomplete, and obsolete.
To meet the responsibility of effectively marketing to diverse audiences, Horizon Media launched eMbrace, an innovative polycultural planning platform that centers the voices, concerns, and needs of audiences that were once invisible or ignored.
eMbrace is a new way of thinking, engaging, investing, and spending powered by America’s polycultural populace and media landscape.
Under the eMbrace framework, marketing strategy discussions and engagements begin with a culturally equitable lens that meets our clients' need to:
Effectively and genuinely engage diverse audiences
Spotlight business growth opportunities that would have ordinarily been overlooked under a “general market” population-based analysis
Deploy media planning strategies that equitably allocate capital and build partnerships across diverse-owned and diverse-targeted media
Leveraging eMbrace, Horizon Media's clients increased their year-over-year investments in minority media:
Total Diverse-Media Billing: FY 2021, +20%; FY 2022, +25%
Total Diverse-Owned Media Billing: FY 2021, +50%; FY 2022, +60%
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Entry credits
- Karina Dobarro, EVP, Managing Partner, Horizon Media
- John Marson, SVP, Managing Director of CORD, Horizon Media
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Nomination
Company
Goodway Group
Client
Kubota Tractor Corporation
Summary
Goodway Group and Realtor.com increased Kubota Tractor Corporation’s brand awareness among first-time equipment buyers and encouraged purchases while delivering data-driven, personalized messaging.
Objective
To capitalize on the rural migration trend amplified by the pandemic and new work-from-home policies, Kubota Tractor Corporation, a heavy equipment manufacturer, hoped to build brand awareness among consumers looking to make a lifestyle change. The goal was to establish an emotional connection with potential first-time residential equipment buyers when they were searching for rural property and considering the equipment they would need to manage the land and accomplish their dream.
Strategy
Goodway Group personalized a Realtor.com native advertising tool for Kubota’s Realtor.com campaign. Together, Goodway Group and Realtor.com built a native advertising tool that met Kubota’s needs. As consumers searched property listings on Realtor.com, a custom Kubota interactive overlay form would collect crucial data points, including property acreage and how they planned to use the land. Using first-party data, the tool would recommend personalized Kubota residential equipment matching each consumer’s outdoor job needs, whether hobby farming, property maintenance, landscaping or more.
Results
This Goodway Group and Realtor.com native advertising campaign helped Kubota Tractor Corporation build brand awareness and directly target, engage and interact with potential first-time rural home buyers on the verge of being in the market for residential equipment. The three-month flight surpassed Realtor.com benchmarks and Goodway's and Kubota's own expectations, achieving 208% over goal on Kubota tool opens, 107% over goal on Kubota tool interactions and 165% increased visits to local Kubota dealer websites!
Entry credits
- Jim Jorgensen, Sr. Manager Advertising and Marketing, Kubota Tractor Corporation
- Chelsey White, Associate Director, Goodway Group
- Shoshana Natt, Sr. Account Executive, Realtor.com
- Randy Saperstone, VP, National Advertising Sales, Realtor.com
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Highly Commended
Company
McKinsey Global Publishing
Summary
Our objective was to create an interactive research project highlighting, using granular details and data, the progress in human development in terms of health and income over the past two decades, and what could be done to further improve that. To do so, we created a video where one of the article’s co-authors used interactive data visualizations to introduce the main points of the project’s findings. Then we divided the research into six chapters, with each chapter further explaining—using interactive graphics and data visualizations—the main points of our findings, including on how improvements in income relate to health, and where development is needed the most. Since our interactive project was first published in December 2022, it has attracted tens of thousands of readers, and has introduced a growing number of audiences to how McKinsey can help leaders achieve sustainable, inclusive growth.
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Entry credits
- McKinsey Staff, McKinsey Staff, McKinsey & Co.
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Nomination
Company
Havas Media Group
Client
The National Association of REALTORS®
Summary
The National Association of REALTORS® (NAR) Consumer Advertising Campaign’s content partnerships provide an opportunity for deeper storytelling about real members and their experiences, to educate consumers on the REALTOR® difference. By leveraging the credibility and equity of trusted, premium publishers, NAR is able to amplify the value its 1.5 million REALTORS® bring to real estate and align with cultural conversations around relevant trends and topics..
In 2021, the real estate market was headline news. Buying a home that year was uber competitive, no matter your location or income, due to increased demand and shortened supply. It was a daunting and overwhelming journey to navigate.
In that volatile moment, it was crucial to elevate the trusted role of REALTORS® to first time homebuyers. Consumers needed to understand the importance of having REALTOR® expertise to guide you through the twists and turns of home buying.
In partnership with Courageous, brand studio of CNN, NAR produced “The State of Housing in America”, a multi-pronged digital program to demonstrate both NAR and REALTORS® as leaders in real estate.
The program included a first-to-market interactive map using CNN’s Magic Wall IP to showcase top housing and affordability data throughout the U.S. The map was fueled by NAR’s data, providing useful and timely information to first time home buyers and sellers, and reaffirming NAR’s authority in real estate.
The program also included a series of short form videos and accompanying articles featuring renowned NAR economists, covering need-to-know and hot button topics affecting consumers.
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Entry credits
- Stephanie DiCicco, VP, Media Director, Havas Media Group
- Ryan Toffel, Supervisor, Analytics, Havas Media Group
- Adam Azzaro, Account Supervisor, Havas Chicago
- Stacy Burghardt, Creative Director, Havas Chicago
- Andrew Augeri, Group Strategy Director, Havas Chicacgo
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Nomination
Company
GrowByData
Summary
Google is becoming more complex each day, and the Shopper’s Journey has changed such that consumers today are not just clicking on Paid and Organic search results anymore – they’re exploring People Also Ask, Popular Products, Videos, Images, and more types of search results. There’s no better tool on the market that surfaces the insights needed to drive needle-moving opportunities and enable Google search marketing success across all SERP formats.
GrowByData’s Holistic Search Explorer offers unprecedented holistic insights into various SERP activities which search marketers can leverage to craft strategies and maximize performance across Paid and Organic formats. With the ability to track over 30 unique SERP features, marketers can not only understand the composition of the SERP for a given keyword or category but also which features competitors tend to appear in most as well as areas where they may be gaining or losing coverage. Holistic Search Explorer gives unrestricted access to all the data and insights needed to truly understand and optimize your brand’s presence on Google.
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Entry credits
- Prasanna Dhungel, Managing Partner, GrowByData
- Andrew Belsky, Sr. Director of Customer Success, GrowByData
- Manas Wagley, Data Analytics Manager, GrowByData
- Swantina Shakya, Director of Customer Success, GrowByData
- Tyler Barnes, Customer Success Manager, GrowByData
- Karol Bhandari, Senior Data Analyst, GrowByData
- Adishwor Pradhan, Data Analyst, GrowByData
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5
Transformation
Nomination
Company
Appnovation Techologies
Client
Core Power Yoga
Summary
Users were faced with three different experiences across CorePower’s in-studio, live-virtual, and on-demand offerings. Each required different logins and accounts, and all had a slightly different look and feel, making it difficult to navigate. Behind the scenes, the platform architecture was complex and had siloed systems that only a few people could understand. There was a lack of flexibility with the hard-coded content in templates. All changes required developer involvement, making it challenging for the CorePower team to have autonomy and agility when updating content. CorePower Yoga recognized the opportunity to transform the digital experience for its members by creating a cohesive and connected customer journey and chose Appnovation as its partner to bring this vision to life.
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Entry credits
- Gavin Estey, VP Technology, Appnovation Technologies
- Sadgi Sadgi, Sr. Associate, Technology, Appnovation Technologies
- Bhaskara Reddy, Sr. Associate, Technology, Appnovation Technologies
- Leena Angel Thougar, Associate, Technology, Appnovation Technologies
- David Quinio, Sr. Associate, Appnovation Technologies
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Award
Company
Verizon Communications Inc
Summary
The Marketing Sciences team within the Verizon Business Group (VBG) wanted to address wireless and wireline churn and increase customer engagement. They found that the customer experience across channels was hard to navigate, inconsistent, and often presented conflicting messaging and offers. The business customer’s history, interactions, product usage data, and behavior were not being used to create a contextual and interactive experience or “conversation” with Verizon. VBG set about implementing a simple and contextual experience across customer touch-points, including digital self-directed, retail, partner and assisted sales led channels. By leveraging the power of centralized artificial intelligence and machine learning platforms, the Verizon Business Group was able to aggregate customer profiles, behavior and propensities, to arbitrate the right solution for each customer no matter how they interacted with Verizon.
By evaluating and anticipating a customer’s needs and arbitrating the right set of offers for each customer, real-time at the point of contact, the program simplified the process for both the customer and the employee assisting them at exactly the right time when customers needed help navigating through the thousands of offers and products for exactly the right solution. Unlike other companies that apply artificial intelligence and machine learning at the transaction level, the central decisioning hub makes strategic recommendations for better service, optimized billing, and holistic account wellness.
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Entry credits
- Tommi Marsans, Sr. Manager of Business Transformation, Verizon Communications, Inc
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Nomination
Company
Transmission
Client
Henkel Adhesives Technologies
Summary
Henkel Adhesives Technologies is the world’s leading adhesives producer. They’re often several times larger than their main competitors but in certain industries, their market share fails to reflect that fact – making expansion ripe with opportunity.
As a traditionally sales-led organization, Henkel had never relied on Marketing to generate leads. And so, we were brought in to help transform the way their B2B marketing business unit marketed into large businesses.
Rather than simply working to our brief, we consulted with Henkel to show them how vertical-focused 1:Many/1:Few motions could not only complement a 1:1 program aimed at one of their existing customers, Cisco, but also be replicated across other Henkel Adhesive target verticals over time.
This methodology meant that Henkel could target and market to a wider set of accounts, allowing for the repurposing of vertical-focused content and messaging for direct 1:1 ABM programs. It would also build efficiency and scale into their programs from day one, creating a playbook of seamlessly blended ABM pyramids that could be applied to other verticals whenever necessary.
Supporting these goals was deep audience research that allowed us to use tailored insights to bring – for Henkel – an unprecedented level of personalization and quality to content, clearly demonstrating the business’ understanding of its audiences through high-value customer experiences.
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HenkelDatacomTelecom Content.pdf
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Entry credits
- Tim Casey, VP, Client Services , Transmission
- Elizabeth OBrien, Senior Account Director, Transmission
- Emily Tam, Senior Account Exec , Transmission
- Anna Kim, Senior Project Manager, Transmission
- Adam Emslie, Senior ABM Strategist, Transmission
- Sandra Zoratti, Content Strategist, Transmission
- Steven Anacker, Creative Director , Transmission
- Lauren DiRusso, Senior Art Director, Transmission
- Stacie Katz, Studio Director, Transmission
- Scott Thibodeaux, VP, Creative Director, Transmission
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Nomination
Company
Spiro™
Summary
Spiro™ the global experience agency for the NEW NOW™, was launched in March of 2022 as part of the GES Collective, to foster a culture of change embracing & innovation seeking for an industry that was forever changed by pandemic-led historic distruptions. Now, as Spiro, we work globally with brand marketers and event managers in healthcare, manufacturing, aerospace, sports & tournaments, CPGs, QSRs, finance & fintech, and gaming/esports to deliver full-service events and experiences that unite audiences where they are – regardless of space, place, time & location.
We recognize that people ATTEND events and experiences, but they JOIN communities. Our services and experiential marketing solutions help clients create vital connections that foster strong, loyal communities.
When working with clients, we employ what we call the “Core Four” principles: the NEW NOW™, THERE·ness™, ARL™ (All Real Life), and Community. These concepts support and reinforce one another, setting Spiro apart from other experiential agencies in the industry.
Our efforts have earned us inclusion on Event Marketer’s Top 100 It Lists, Event Marketer’s Fab 50 for 2022, and on Chief Marketer’s Top 200 Marketing Agencies of 2023. Spiro also took home the top title for Campaign Middle East Agency of the Year: Startup Agency in 2022, further establishing ourselves as a trusted leader in the global events industry.
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Entry credits
- Our talented, in-house, Spiro
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Highly Commended
Company
Health Affairs
Summary
For over four decades, readers have equated Health Affairs with Health Affairs, the leading peer-reviewed journal of health policy thought and research. The peer-reviewed journal was founded in 1981 under the aegis of Project HOPE, a nonprofit international health education organization. Our mission is to serve as a high-level, nonpartisan forum to promote analysis and discussion on improving health and health care, and to address such issues as cost, quality, and access.
Over the years, however, Health Affairs has evolved in content and format to build and retain its status as not only the leading health policy journal in the United States with a significant international reach but also a place for rigorous and prolific digital articles, podcasts, and live events.
Working from a place of strength and to keep up with trends affecting other media organizations, Health Affairs began implementing a 5-year strategic plan in 2019 to continue the mission to make complex health policy accessible, grow our audience and revenue, and create newer ways of engagement. Since the implementation has begun, Health Affairs achieved significant audience growth, successfully launched new products which include an entire podcasts program, exclusive events, premium newsletters, and a new membership model to complement the subscription.
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Entry credits
- Alan Weil, Editor-in-Chief, Health Affairs
- Donald Metz, Executive editor, Health Affairs
- Jane Hiebert-White, Executive Publisher, Health Affairs
- Rob Lott, Deputy Editor, Health Affairs
- Vabren Watts, Director of Health Equity, Health Affairs
- Donna Abrahams, Senior Editor, Health Affairs
- Kathleen Haddad, Senior Editor, Health Affairs
- Jessica Bylander, Senior Editor, Health Affairs
- Leslie Erdelack, Senior Editor, Health Affairs
- Chris Fleming, Senior Editor, Health Affairs
- Marianne Amoss, Associate Editor, Health Affairs
- Jeanne Burke, Associate Editor, Health Affairs
- Julia Vivalo, Design Director, Health Affairs
- Patti Kurtz, Director of Digital Strategy, Health Affairs
- Leslie Eager, Digital Product Manager, Health Affairs
- Jeff Byers, Senior Content Marketing Manager, Health Affairs
- Katie Kaefer, Senior Marketing Manager, Health Affairs
- Ilona Aigro, Senior Account Executive, Health Affairs
- Jess Gawrych, Content Marketing Manager, Health Affairs
- Arronoel Rosellon, Digital & Social Media Manager, Health Affairs
- Vanessa Smith, Website Coordinator, Health Affairs
- Mary Lineham, Sales Coordinator, Health Affairs
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9
B2B
Nomination
Company
Intercept
Client
Microsoft
Summary
The Challenge:
Microsoft needed to bring together Channel Ambassadors from across Canada and the US. With safety concerns looming, they were forced to do this virtually but needed to combat webinar fatigue.
The Approach:
Our solution? Host the event on a private island – in the metaverse.
Channel Ambassadors were invited to the island. They signed up and received all instructions needed to create Avatars and join ‘the world’.
Attended joined live keynote sessions, personalized breakout paths, and team building activities including scavenger hunts, charades, and even boat racing.
The Result:
2X attendance rate benchmark achieved
128% of the attendee stretch target achieved
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Entry credits
- Jeanette Kennedy, DPS Global Marketing Lead , Microsoft
- Joan Shea, Partner Channel Marketing Manager, Microsoft
- Mitch Doctor , US Commercial Master Trainer , Microsoft
- Claudia Chan, Sr. Designer, Intercept
- Vania Putri, Designer, Intercept
- Shaheen Yazdani, Managing Partner, Intercept
- Samantha Schneider, Sr. Account Manager, Intercept
- Dara Jacobs, Account Coordinator, Intercept
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Nomination
Company
WONGDOODY
Client
Juniper Networks
Summary
Juniper Networks is an unknown upstart in a category where it pays to be familiar and boring. Mediocre competition has so normalized terrible performance that customers don’t even know what they can demand from their networks.
In a category mired in outdated marketing from outdated networks, Juniper implored customers to demand more. We demonstrated not only that we understand their current pain and frustration, but that we have a better solution for them.
Amid a competitive industry where legacy players coast on their reputations, our campaign blew past expectations by increasing benchmarks for brand consideration, sentiment and revenue.
These results are especially impressive considering that Juniper is an upstart in a crowded market, with a target that is distinctly risk-averse and considers brand recognition one of the strongest factors that influence their buying decisions. Clients are so conditioned to mediocre network performance that what Juniper had to offer seemed unbelievable.
Juniper did more than perform exceptionally in this campaign – we set a new standard in the network industry.
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Entry credits
- Grace Francis, • Global Chief Creative and Design Officer, WONGDOODY
- Jennie Moore, • VP Group Creative Director, WONGDOODY
- Mark Adler, Associate Creative Director, WONGDOODY
- Nat Chan, Art Director, WONGDOODY
- Matteo Mosterts, AVP, Film Production, WONGDOODY
- Carrie Blocher, Senior Producer, WONGDOODY
- Christy Ferguson, Group Account Director, WONGDOODY
- Erin Mulhern, Account Director, WONGDOODY
- Dan Aronin, Editor, WONGDOODY
- Peg Johnson, Digital Asset Manager, WONGDOODY
- Elizabeth Orne, Director, Hungryman
- Mino Jarjoura, Executive Producer, Hungryman
- John Buroker, Mixer, HEARby
- Nannette Buroker, Executive Producer, HEARby
- Zach Whitley, Producer, ZOIC Studios
- Julien Brami, VFX, ZOIC Studios
- Matthew Schwab, Colorist, The Mill
- Jessica Ma, Talent, Elevator Casting
- Porsche Faria James, Talent, Elevator Casting
- Zach Jobe, Talent, Elevator Casting
- Catherine Donnelly, Talent, Elevator Casting
- Vinnie Duyck , Talent, Elevator Casting
- TJ Alvarado , Talent, Elevator Casting
- Eddie Blackwell, Talent, Elevator Casting
- Winter Bassett, Talent, Elevator Casting
- Nico Lopez, Talent, Elevator Casting
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Award
Company
PMG
Client
SurveyMonkey
Summary
After SurveyMonkey rebranded as Momentive to better highlight their enterprise solutions and distinguish the company’s broader portfolio from the self-serve SaaS surveys that helped make its name 20+ years earlier, competitors swarmed in to seize share of mind and market share. Looking to regain its category leadership in the market, we launched a cross-channel mass market campaign in just weeks to increase awareness and consideration, sign-ups, and engagement with audiences who were not already familiar with or users of SurveyMonkey.
We successfully engaged business leaders through innovation and creativity, and reinforced that SurveyMonkey was the brand of choice for a new generation who wants to be heard.
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Entry credits
- Andrew Harper, Executive Creative Director, PMG
- Kyle Kelley, Executive Creative Director, PMG
- Lynn Bossange, Creative Director, PMG
- Nick Denman, Associate Creative Director, PMG
- Megan Adler, Account Supervisor, PMG
- Jennifer Pyron, Account Director, PMG
- Lindsey Lehmann, Director of Influencer & Branded Content, PMG
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Nomination
Company
Intercept
Client
Microsoft
Summary
The Challenge
Microsoft built state-of-the-art, cybersecurity solutions for businesses. But it was a new game for them. They needed to break into the market and get security teams more familiar with their solutions.
The Approach
We created “Into the Breach”, a video game experience where security teams stepped into the role of a Cyber Defense Analyst whose organization was under cyberattack.
Their mission: Discover the breach, identify the cause, and fix it using Microsoft cybersecurity tools.
The Result
5X software purchase target achieved, driving 122% growth year-over-year
4X license usage target achieved, driving 222% growth year-over-year
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Entry credits
- Natalia Przech, Product Marketing Manager - Identity , Microsoft Canada
- Syed Zahidi, Sr. Integrated Marketing Manager, Microsoft Security, Microsoft Canada
- Richard Pay, Director of Strategy, Intercept
- Claudia Chan, Sr. Designer, Intercept
- Shaheen Yazdani, Managing Partner, Intercept
- Daisy Magboo, Account Director, Intercept
- Samantha Schneider, Sr. Account Manager, Intercept
- Anjanaa Santhanam, Strategy Coordinator, Intercept
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Nomination
Company
BigSmall
Client
DISCO
Summary
Law.
It's pretty important.
Up there with fire and the wheel.
But legal technology is stuck in the past - slow and outdated.
Yet it doesn't have to be.
DISCO is the legal tech company revolutionising the entire industry with cutting edge tech.
First, we gave them a visionary new idea that could sit at the heart of everything they do as a company: Law Better
Then, we brought to life the ultimate symbol of law to tell the lawyers about them: the global icon Lady Justice, reinvented as Lady J.
Using exceptional craft and a lot of bronze body paint, we transformed a cold, lifeless statue into a living, breathing force of nature.
Crafting a character that was revered, yet lovable enough to get away with roasting the entire legal industry.
Bronze statue meets Vivienne Westwood punk.
A lovable badass, exhorting lawyers everywhere to get with the times and 'law better'.
The most iconic symbol in law brought to life for DISCO.
The talk of Legal Week.
The talk of the legal industry.
Lady J sure got people’s attention.
The campaign outperformed LinkedIn's industry benchmarks by 7x and YouTube benchmarks by 2x.
Over 1m views in first week alone, with unprecedented engagement levels.
Prospects visiting the DISCO website increased by 92%.
Average dwell time on campaign landing page exceeded 6 minutes versus site average of 25 seconds.
The DISCO Law Better campaign: taking DISCO from technical software provider to category leadership positioning via one lovable, bronze badass.
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Entry credits
- Tom Furr, CMO, DISCO
- Elena Chacko Kennedy, Head of Brand, DISCO
- Jada Moody, Associate, DISCO
- Tom Evans, Creative Partner, BigSmall
- Matt Edwards, Partner, BigSmall
- Ben Cleaver, Strategy Partner, BigSmall
- Will Flack, Creative Director, BigSmall
- Jules Coetzee, Producer, BigSmall
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Highly Commended
Company
Ogilvy
Client
Workday
Summary
The Super Bowl is known for being advertising’s biggest stage. For Workday, this was not only a major marketing opportunity, but also a chance to expand the company’s awareness to its biggest audience yet. As a B2B company, Workday needed to capitalize on this moment with a campaign that would grab attention, generate buzz, and have enough creative intrigue to drive viewers to learn more. The approach: get the corporate world to stop using the term “rockstar” with a plea from real rockstars.
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Entry credits
- Christine Cefalo, Former Chief Marketing Officer, Workday
- Pete Schlampp, Chief Marketing and Strategy Officer, Workday
- Gene Bordegaray, VP, Executive Creative Director Senior Director, Workday
- Erik Petersen, Senior Director, Brand and Advertising, Workday
- Jessica Cuebas , Global Advertising Lead, Workday
- Julie Schiappa, Sr. Global Brand and Advertising Manager, Workday
- Jole Simmons, Senior Art Director, Workday
- Joe Green, Creative Director, Workday
- Chris Beresford-Hill, President of Advertising & Chief Creative Officer, North America, Ogilvy
- Lisa Bright, Chief Creative Officer, Ogilvy
- Chris Turner, Executive Creative Director, Ogilvy
- Christine Montaquila, Executive Creative Director, Ogilvy
- Dave Loew, Executive Creative Director, Ogilvy
- Hannah Daniel, Senior Copywriter, Ogilvy
- Abigail Todd, Senior Art Director, Ogilvy
- Dave Rolfe, Global Head of Production for WPP, Ogilvy
- George Sholley, Head of Production Ogilvy North America, Ogilvy
- Seng Rimpakone, Executive Producer, Ogilvy
- Michael Freeman, Music Executive Producer, Ogilvy
- Sarah Weinstein-Bacal , Senior Producer, Ogilvy
- Jessica Nugent, Head of Production Services North America, Ogilvy
- Heather Weissman, Director of Business Affairs, Ogilvy
- Georgia Zalk, Associate Production Business Affairs, Ogilvy
- Jared Gruner, Head of Strategy Ogilvy West, Ogilvy
- Madeline Gore , Senior Strategist, Ogilvy
- Dan La Russo, Group Managing Director, Ogilvy
- Rachel Quimby, Account Supervisor, Ogilvy
- Efren Gonzalez, Executive Director, Ogilvy
- Jim Jenkins, Director, O Positive
- Ralph Laucella, Executive Producer, O Positive
- Marc Grill, Executive Producer, O Positive
- Jeff Cronenweth, DP, O Positive
- Jason Edmonds, Production Designer, O Positive
- Cherish Cullison, Costume Designer, O Positive
- Ian McKenzie, Editor, MackCut
- Cooper McLane, Assistant Editor, MackCut
- Dylan Anderson , Producer, MackCut
- Gina Pagano, Executive Producer , MackCut
- Fergus McCall, Colorist, Rare Medium
- TJ Seiler, Assistant Colorist, Rare Medium
- Heath Raymond, Executive Producer, Rare Medium
- Ian Dalsemer, Executive Creative Director, Elements Music
- J Bonilla, Executive Creative Director, Elements Music
- Dan Bewick, Executive Creative Director, Elements Music
- Andy Carroll, Executive Creative Director, Elements Music
- Nick Maker, Executive Creative Producer, Elements Music
- Habib Mourra, Creative Producer, Elements Music
- Kristina Iwankiw, Head of Production, Elements Music
- Belle Newman, Producer, Elements Music
- Jesse Gnaedinger, Composer, Elements Music
- Vincent Pedulla, Additional Arrangement, Elements Music
- Matt Miller, Sound Design and Mix, Lime Studios LA
- Ian Connie, Audio Assistant, Lime Studios LA
- Susie Boyajan, Executive Producer , Lime Studios LA
- , Visual Effects and Conform , Parliament
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Nomination
Company
Hearts & Science
Client
AT&T Business
Summary
The effects of not adopting the latest technology can be catastrophic for businesses. With little real understanding of the power of 5G and the ways it can uplevel business, business and tech decision makers are left in the dust.
Since the broader landscape began hyping up 5G, tons of chatter have persisted in the market. Yet, tangible proof points and clarification of its real potential for
businesses were still weak in 2019. To really help business leaders, AT&T needed to literally show them what 5G could do.
To demonstrate the sheer importance, value, and capabilities of 5G for business, AT&T engaged The Washington Post in a never-been-done-before partnership in terms of scale, collaboration, immersion and more - forging a path for more meaningful and impactful B2B work. The Post outfitted their newsroom with AT&T 5G to enable them to become a living use case for the technology AT&T sought to educate its audience on.
Going beyond traditional B2B tactics, this collaboration pushed boundaries – benefiting both AT&T and The Washington Post immensely as well as influencing real-world change. AT&T connectivity and the Post’s journalistic gravitas together created living use cases for how 5G can enhance and transform operations, reporting, communications, output and beyond, resulting in more engaged readers and more inspired and informed business leaders.
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Entry credits
- , ,
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Nomination
Company
MRM
Client
Ricoh
Summary
After 65 years in the copier business, Ricoh North America needed to expand public perception of their brand from a top hardware provider to a modern digital information company. Determined to show the same boldness that made them a leader in copiers, Ricoh developed a category-defying new campaign that would break through a crowded, undifferentiated sector and get their new capabilities noticed. To be distinct from the other brands using the same language and look, Ricoh’s new “We love TMI” platform made a statement. It made it clear that Ricoh loves information and helped turn the concept of “too much information” from a negative to a positive, to position Ricoh as a leader in information services. The resulting campaign included a vibrant, unexpected look, feel, and messaging that had not been seen before in the category and garnered attention, positive reactions, interest, and engagement that established a solid foundation for Ricoh’s future success.
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Entry credits
- Melissa Ditson, EVP Creative Director, MRM West
- Mark Zaba, VP, Account Director, MRM West
- Barbara Hirsch, VP, Group Strategy Director, MRM West
- Anna-Ruth Watts, Creative Director, MRM West
- Lauren Sallata, Chief Marketing Officer, Ricoh
- Allyson Burroughs, Vice President of Brand, Digital and Communications, Ricoh
- Lubna Abu-Osba, Director of Brand Management and Visual Design, Ricoh
- David Emmitt, VP, Group Creative Director,
- Jillian White, Media Director,
- Jessica Poolt, Copywriter,
- Darija Vladisavljev, Art Director,
- Caroline Coats, Associate Copywriter,
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Nomination
Company
The Shipyard
Client
CLA (CliftonLarsonAllen LLP)
Summary
This awareness campaign was engineered to target a range of clients, from Main Street to Wall Street, to tell CLA’s story of their unique cultural advantage in balancing IQ and EQ in how they approach helping their clients. It is this unique balance of IQ and EQ in how CLA approaches relationships that allows them to know their clients, their clients’ business and how best CLA can help get them to their goals.
This integrated multi-channel campaign launched on May 23, 2022 and leveraged the broad reach of national Cable TV, Magazine, Digital and Audio as well as audience targeted OLV, Streaming Audio, Podcasts, Standard Display, Rich Media, Newsletters and Social. As an awareness campaign, most of the investment was in upper funnel; however, some opportunistic lower-funnel tactics were deployed in search and programmatic retargeting of site visits.
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Entry credits
- Becky Bauer, Managing Director of Marketing and Brand, CLA
- Nancy Brown, Chief Seamless Officer (Industries and Services), CLA
- Jackie Kruger, Director of Marketing Communications, CLA
- Schuyler Townshend, Director of Video Technology Service, Marketing, CLA
- Michelle Meyer, Director of Marketing Operations, CLA
- Dave Sonderman, Chief Creative Officer, The Shipyard
- Liz Ross, VP Production, The Shipyard
- Jackie Robles, Senior Producer, The Shipyard
- Ryan Conover, Executive Creative Director, The Shipyard
- Tony Sharpe, Creative Director, The Shipyard
- Eric David, Associate Creative Director, The Shipyard
- Dan Crumrine, Associate Creative Director, The Shipyard
- David Grzelak, Strategy, The Shipyard
- Chris Barbee, Strategy, The Shipyard
- Val Vento, Strategy, The Shipyard
- Ross Capers, Media, The Shipyard
- Lauren Golda, Media, The Shipyard
- Lauren Banks, Client Services, The Shipyard
- Dave Ronk, Client Services, The Shipyard
- Andrew Hulse, Client Services, The Shipyard
- Ruairi Robinson, Director, JOYRIDER
- Spencer Friend, Production Company Producer, JOYRIDER
- n/a n/a, Editorial Company, JOYRIDER
- n/a n/a, Post Production Company, Coffee & TV
- n/a n/a, Audio Company, Bounce Audio
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8
Rebrand or Relaunch
Nomination
Company
Opus Agency
Client
Opus Agency (Our own agency)
Summary
In 2022, Opus Agency underwent a comprehensive rebrand to reflect its growth and market differentiation. The global experience agency hired Leo Burnett to provide an objective perspective on how to make the brand stand out against competitors, attract new clients and employees, unify the team, and position ourselves for the future. The new messaging concept focuses on brand movements, the next era of experiential marketing, and Opus Agency's ability to catalyze experiences for world-shaping brands that move people to action and create lasting change. The brand identity visually represents the feeling of movement, inspiring people to be moved.
Opus Agency has successfully refreshed its brand look and feel, positioning, website, and digital presence to reflect the bigger, stronger, and more diversified agency we are today. With employees fully embracing the new identity and the increased interest from clients and prospects, the future looks bright for Opus Agency as we continue to lead the way in the next era of experiential marketing.
The new brand has generated impressive results, including hundreds of thousands of impressions across social media, a 33% increase across all website metrics, a 79% increase in their newsletter open rate, a 50% increase in our subscriber base, and an influx of RFPs. In 2022 we added seventeen new logos to our client base and had a 34% growth in revenue over 2021.
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Entry credits
- Kate Romano, Director of Marketing, Opus Agency
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Nomination
Company
DDB Chicago
Client
Skittles
Summary
In 2013 Skittles replaced their Lime flavor with Green Apple. Turns out this was a terrible idea. For over 9 years, lime-loving fans have bombarded the brand with complaints, and kept their "Bring Back Lime" campaign going strong. In 2022 we decided to finally bring back Lime flavor, and that provided the perfect opportunity to finally respond to and engage with these Lime fanatics.. Re-launching Lime in the most absurdly Skittles way - surfacing and using all that brand anger to show the passion people have for Lime.
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Entry credits
- Ari Weiss, Chief Creative Officer, DDB Worldwide
- Rodrigo Jatene, Chief Creative Officer, DDB Chicago
- Colin Selikow, Executive Creative Director, DDB Chicago
- Ross Saunders, Group Creative Director, DDB New York
- Paulo Junger, Group Creative Director, DDB New York
- Matt Blitz, Head of Production, DDB Chicago
- Annie Larimer, Executive Producer, DDB Chicago
- Alethya Luiselli, Senior Producer, DDB Chicago
- Madison Amalfitano, Producer, DDB Chicago
- Andrea Diquez, CEO, DDB Chicago
- Frances Gaillard, Global Segment Lead, DDB Chicago
- Varsha Kaura, Global Business Director, DDB Worldwide
- Jasmine Jabbour, Global Brand Lead, DDB Chicago
- Eli Velez, Global Operations Director, DDB Worldwide
- Amanda Krause, Global Deployment Director, DDB Chicago
- Kathy Cosgrove, Business Manager, DDB Chicago
- Vivien Marafko, Account Supervisor, DDB Chicago
- Buky Ogunleye, Project Manager, DDB Chicago
- Milo Chao, Chief Strategy Officer, DDB Chicago
- Josh Drueck, Global Strategy Director, DDB Chicago
- Marissa Beck, Senior VP, Brand & Content, Mars Wrigley, NA
- Chanel Gant, Senior Manager, Brand & Content, Mars Wrigley, NA
- Rankin Carroll, Global Head of Brand Content & Media, Mars Wrigley
- Sarah Long, Chief Marketing Officer, Mars Wrigley, NA
- Justin Hollyn-Taub, Vice President of Marketing, US Fruit Snacks Portfolio, Mars Wrigley, NA
- Fernando Rodrigues, Sr Manager, Skittles, Mars Wrigley, NA
- Danielle Dos Santos, Sr Associate Brand Manager, Skittles, Mars Wrigley, NA
- Chris Bendeck, Manager, Brand & Content, Mars Wrigley, NA
- Fatal Farm, Director, Picrow
- Jeff Powers, Director of Photography, Picrow
- Dal Wolf, Executive Producer, Picrow
- Anthony Ficalora, Executive Producer, Picrow
- Peter Sprouse , Line Producer, Picrow
- Matt Badger, Editor, Whitehouse Post
- Tara OSullivan, Assistant Editor, Whitehouse Post
- Kristin Angeletti, Executive Producer, Whitehouse Post
- Ryan Smith, Producer, Whitehouse Post
- Julio Leon, 2D Lead, 2D Online, Carbon VFX
- Kate Smith, VFX Producer, Carbon VFX
- Gretchen Praeger, VFX EP, Carbon VFX
- Bree Brackett, Colorist , Carbon VFX
- Laurie Adrianopoli, Color Producer, Carbon VFX
- Dan Butler, Color Producer, Carbon VFX
- Zoe Rain Lambert, Color Assistant, Carbon VFX
- David Axelbaum, Sound Design & Mix, The Works
- Tommy Lombardi, Studio Manager, The Works
- Tom Syoen, Studio Manager, The Works
- Brian Winterton, Head of Studio, The Works
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Nomination
Company
O'Keefe Reinhard & Paul (OKRP)
Client
Illinois Office of Tourism
Summary
For almost every American, travel was the must-have return to normalcy they were seeking in 2022. Unfortunately for the Illinois Office of Tourism, lack of identity and singularity beyond the city of Chicago was preventing travelers from taking this pent-up energy and considering Illinois among bordering, competitive states. There we were, stuck in the middle. The middle of the country. The middle of the Midwest. And the middle of our competition. So, rather than reject our “in-the-middleness,” we decided to own it. Illinois: In the Middle of Everything is an integrated marketing campaign that gives the state a bold, modern point of view by bringing to life all the exciting ways in which Illinois is at the center of it all. With a multi-tiered, state-wide messaging strategy and Jane Lynch as our celebrity docent, we were able to bring both the big and small to life, highlighting the state’s greatest hits alongside its hidden gems, delivered with Jane’s distinctive glee. By finding strength in the center and power in its “middle-ness,” Illinois Office of Tourism was able to identify, challenge, and reverse the sleepy perception of Illinois, put heads-in-bed across the state, and truly stand out on a national stage by creating a lasting brand identity that invites Travelers to experience the Middle of Everything. It’s good to be in the middle.
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Entry credits
- Angela Coster, Group Creative Director, OKRP
- Pat Durkin, Creative Director, OKRP
- Andrea Knowles, Creative Director, OKRP
- Jose Gordillo, Senior Copywriter, OKRP
- Elena Robinson, Head of Production, OKRP
- Kevin Lilly, Head of Strategy, OKRP
- Lee Hillerich, Client Management Director, OKRP
- Lauren Mitchell, Account Supervisor , OKRP
- Jennifer Root , Senior Project Manager, OKRP
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Highly Commended
Company
iProspect
Client
Hilton
Summary
In 2022, “Travel Revenge” was in full swing as consumers rushed to recapture delayed experiences during the pandemic. Travel returned bigger and stronger than ever before as hospitality providers scrambled to compete for the influx of returning demand.
To differentiate from their competitors, Hilton launched an enduring new brand platform, ‘For the Stay’ that umbrellaed across every aspect of their business. From franchise owners, corporate team members and guest services to loyalty, and marketing – The Stay brought Hilton’s signature hospitality and care to life through cohesive messaging that elevates the all-important role of the hotel within travel – a message overlooked by modern travel marketers.
The accompanying flagship marketing campaign, “It Matters Where You Stay” was challenged to shift the conventions of travel marketing from destinations that inspire travel to stays that inspire travel and reframe the travel journey to start with the warmth and hospitality of the stay with Hilton.
The campaign has been a huge success, strengthening Hilton’s perceived differentiation and creating positive brand attribution, while also capturing a huge increase in bookings YOY - key in such a competitive environment.
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Award
Company
Critical Mass
Client
European Wax Center
Summary
Body waxing has an image problem—it’s a topic overshadowed by shifting beauty standards and quickly becoming less and less of an expectation.
While European Wax Center (EWC) is the leading national chain of hair removal salons, they found themselves losing relevance and connection from a modern audience.
To drive awareness and elevate the brand, we needed a new narrative around waxing and a look and feel to reflect a new audience—one that was younger, more diverse, and new to EWC.
We discovered that amid a permacrisis, self-care routines emerged not only to gain a sense of control, but as something transformative that people could do for themselves. So, we created a campaign that spoke to both the emotional and physical benefits.
A New State of Smooth was our launchpad and a new brand toolkit took form.
We drew inspiration from EWC’s signature purple Comfort Wax® and used this color as our canvas, creating a purposely purple world—type treatments imitated the flow of melting wax. Sensorial and empowering language evoked emotion. Framing devices helped reimagine the tools used by their own experts. Photography told an inclusive and dreamy story of transformation.
The results speak for themselves: we lifted brand sentiment by 124%, saw a 30% increase in site traffic, and a massive 275% increase in new customers. By leaning into what makes EWC unique—through print, OOH, OLV, paid and organic social, and digital display—we not only changed the face of EWC, but we changed their business.
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Entry credits
- Val Carlson, Chief Creative Officer, Critical Mass
- Andrew Lavery, Executive Creative Director, Critical Mass
- Kate Foley , Group Creative Director, Critical Mass
- Heather Rosen, Creative Director, Critical Mass
- Jon Ehrlich , Creative Director, Critical Mass
- Andrew Dolby, Creative Director, Critical Mass
- Chantal Miyagishima , Associate Creative Director, Critical Mass
- Eleanor Koh, Associate Creative Director, Critical Mass
- Alison Steingold, Copy Director, Critical Mass
- Tyler Wong, Art Director, Critical Mass
- Will McKeown , Art Director, Critical Mass
- Daisy Swain, Sr Copywriter, Critical Mass
- Molly Lerner, Copywriter, Critical Mass
- Chen Shang, Designer, Critical Mass
- Adrian DeVries , Designer, Critical Mass
- Sam Richey , Associate Designer, Critical Mass
- Amanda Duke, Executive Producer, Critical Mass
- Lauren McDole, Senior Account Director, Critical Mass
- Sarah Tremmel, Senior Producer, Critical Mass
- Anahita Kapur, Project Coordinator, Critical Mass
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Nomination
Company
Edelman Canada
Client
Unilever, Hellmann's
Summary
Hellmann’s Spicy Mayo had launched in 2021 in an already crowded category. We had to re-launch our product to Canadians and drive trial in order to convince them that ours was the product that deserved to be in their fridges.
To make a splash and relaunch our Spicy Mayo, we paired it with the hottest dish. In restaurants, in homes and on social, spicy chicken sandwiches were having a huge moment. They were racking up millions of views on TikTok and were a top-trending dish for the year. So, Hellmann's tapped into Canadians' cravings and made it easier than ever to order, indulge, and make their own spicy chicken sandwiches with our new Spicy Mayo.
We collaborated with TikTok famous chef, Wallace Wong, and Canada's top food-delivery app, SkipTheDishes, to launch SAVOUR: a deliver-only weekend-long pop-up restaurant featuring Hellmann’s Spicy Mayo spicy chicken sandwiches.
Canadians loved the pop-up and SkipTheDishes said it was "one of the most innovative brand marketing partnerships of 2022.” Though it was only one weekend in Toronto, we saw lasting results. Across the country, spicy mayo lovers requested 18,000 sample sachets to recreate their own spicy chicken sandwiches at home. Our new Spicy Mayo became the fastest-growing spicy mayonnaise in Canada.
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Entry credits
- Judy John, Global Chief Creative Strategy Officer, Edelman
- Andrew Simon, Global Creative Director, Edelman
- Anthony Chelvanathan, Chief Creative Officer, Canada, Edelman
- Laura Kim, Chief Strategy Officer, Canada, Edelman </