Commerce & Shopper: Seasonal/Event

This category features events, platforms or programs that were created to meet the demands of the shopper that are driven by a season, holiday or cultural event.   

2016 BRONZE

Mustang Speed Dating

The Ford Mustang is typically seen as an archetype of raw, masculine power, and is therefore not relatable to female drivers. We took the opportunity to combat this perception on Valentine's Day, a holiday rich in gender tensions and stereotypes. By placing an expert female stunt driver behind the wheel, we showed that Mustang is about unleashing your true self, no matter who you are. The video went viral with 13 million views and we increased the number Ford Today Youtube channel subscribers by 900%.

Brand: Ford Motor Company
Client: Ford Motor Company
Agency: Team Detroit
Language: English

2015 BRONZE

The Official Pizza of the Grill

Despite expected annual summer decline for the frozen pizza category, Jacks, a Midwestern value player, has a unique attribute that makes them relevant during the increasingly competitive and cluttered summer grilling months. As one of the only frozen pizzas that can actually be put on the grill, we found a clever way to drive awareness and differentiate it as "The Official Pizza of the Grill", thereby highlighting this unique attribute as well as owning the new seasonal usage occasion.

Brand: Jack's
Client: Nestle USA
Agency: Geometry Global
Language: English

2014 GOLD

Target Back to College After-Hours Shopping Events

Since 2010, the number of students shopping for Back to College needs at Target has been declining. To turn this trend around, we investigated the motivations driving student behavior during the momentous time in their life when they "go off to college." Bottom line: they're trying to figure out how to navigate their new life away from home. So we had to look beyond shopping and seasonal messaging and create a social event that would provide helpful information and lasting memories through interaction with their peers. Insert the Target After-Hours shopping events. These exclusive events at 40 schools were not only fun, but drove over 80,000 trips and seven figure sales results.

Brand: Target
Client: Target Corporation
Agency: Periscope
Language: English

FINALISTS

Dewar´s Un regalo único para papá

Amazon Spend Less on Your Kids

Tyson This Calls for a Grill