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.

2013 SILVER

Shake It Up, America

March 2012, a Romney advisor said, "...you hit a reset button for the fall campaign...almost like an Etch A Sketch. You...shake it up and we start all over ..." The media ran with this and Etch A Sketch started to stand for someone who flip-flops. We decided to take control of our brand message, have fun, and embrace being part of the conversation. With no media spend whatsoever, our Shake It Up, America! campaign garnered 1 billion impressions worth hundreds of millions of paid media dollars.

Brand: Etch A Sketch
Client: The Ohio Art Company
Agency: Team Detroit Inc.
Language: English

2012 SILVER

Watson

IBMs Watson communications ensured that a computer competing on Jeopardy! became a business and cultural phenomenon, and turned a game into serious commercial payback. To avoid irrational fears and create interest, the key was to make humanity the winner. A fully integrated Paid, Owned and Earned media campaign drove Jeopardy!s highest ratings in years, created 70% public awareness and forged a cultural icon: the 2011 Webby Person of the Year. Not only did it create a future $1BN category, it also paid back immediately: 21x in revenue and 3x in profit.

Brand: IBM
Client: IBM Corporation
Agency: Ogilvy & Mather
Language: English

2012 BRONZE

Not Your Average Slam Dunk

NBA All-Star Weekend - it's the flashiest event in a flashy league, and brands line up for the chance to reach passionate sports fans. Kia knew traditional ads and activations would be drowned out by the hype, so they did something no other brand had attempted. Working with rising star Blake Griffin, Kia's all-new mid-size sedan, Optima, played a central role in the Slam Dunk Contest. Griffins dunk over the Optima became an iconic sports moment, played and replayed constantly, building buzz and awareness for Optima and the Kia brand.

Brand: Kia
Client: Kia Motors of America
Agency: David&Goliath, LLC
Language: English

FINALISTS

Thums Up Inverting Conventions To Win

Microsoft Changing the Game

French's French's Mustard Ice Cream