Sustained Success - Services
Service communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
The Pure Michigan campaign, launched in May, 2006, has a primary goal of increased travel to, and spending in, Michigan by tourists from throughout the United States and beyond. It has achieved and surpassed this goal and grown to become a rallying cry for the entire state. Both visitor spending and trips generated have grown five- and six-fold, respectively, since the campaign launched, generating over 287 million in much needed tax revenues. State branding is proudly displayed by motorists who affix Pure Michigan license plates to their vehicles..
Client: Michigan Economic Development Corporation
Agency: McCann Detroit
Rebuilding an Icon: A Love Story
In 2003 there was not a lot of joy at the company that actually has a Chief Happiness Officer. McDonalds business was in decline and under attack from analysts and popular media. The truth is we had lost our emotional advantage with consumers and it was time for a bold move. Our now famous campaign, Im lovin it tapped into their unspoken love for the brand and the simple everyday moments that add up to a great life. The rest is history: sales gains for 32 consecutive quarters.
Client: McDonald's Corporation
Agency: DDB Chicago
Above the Influence
How do you convince teens that drug use is not for them, when pop culture and legalization efforts bombard them with pervasive pro-drug messages? We needed more than a TV campaign; we needed a new, pro-me philosophy for teens. Above the Influence reframed the conversation: drugs weren't the enemy, negative influence was. To get our message out, we spoke in a teen-to-teen voice. And to make it stick, we moved from building awareness to participation. Not only were beliefs and intentions changed, we were shown to effectively reduce drug use.
Brand: Above the Influence
Client: Office of National Drug Control Policy