Carpe Diem - Products
This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or product in a bright spotlight and creating immediate and measurable impact.
Made In New York
As Derek Jeter neared his final games as a New York Yankee, Gatorade created a tribute from Jeter instead of a tribute to him. In the process of giving a legend the best possible send-off, we ended up with a cultural phenomenon. The little rock we threw into the water became his mouthpiece of gratitude to the world. In fact, when Jeter saw the final film, he asked that it be played not once, but twice at Yankee Stadium on that September 25th evening during his last Yankee home game.
Agency: TBWA\Chiat\Day Los Angeles
The World's Toughest Job
How do you get people to make their mom a Mother's Day card with an online resource like American Greetings Cardstore when only 50% of people even buy Mom a card? You shake the indifference out of them by making them see Mom differently: as the amazing professional she is. With 21M+ views, the earned media effort for #worldstoughestjob increased AG's Cardstore orders by 20%, userbase by 40% and met sales goals for the entire year, not just the Mother's Day period for which it was designed.
Brand: American Greetings
Client: American Greetings
Agency: Mullen Lowe