Sustained Success - Services
Service communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
The Few. The Proud. The Marines.
Since fiscal 1998, Marine Corps Recruiting Command has met its annual recruiting goal every year while maintaining the highest enlistment standards and sustaining a commanding lead in the Tough Elite brand attribute category among all service branches. These goals have been met despite the varying conditions of the economic, global and political landscape and across two generational archetypes whose attitudes and motivations differ greatly from one another.
Brand: U.S. Marine Corps
Client: United States Marine Corps
Agency: JWT Atlanta
Eat Mor Chikin
This campaign is the story of how renegade cows use any means at their disposal to persuade humans to eat chicken instead of beef. In their 13-year quest for self-preservation, the cows have effectively pointed people to Chick-fil-A to win appetites away from burgers. The result of their efforts is evident through same-store sales growth that more than tripled the pre-campaign trend, sales percentage increases outpacing the competition two-fold and three-fold and a total sales increase of almost 600% since launch.
Client: Chick-fil-A, Inc.
Agency: The Richards Group
The State of Hockey
Skepticism of pro sports was rampant when Minnesota hockey fans had their team, the North Stars, stolen by Dallas. To launch a new team, the fans' passion became the focus as another community was created in which fans really felt a part of the team. It made the Wild one of the most successful NHL franchises, setting an attendance record the inaugural season. Every home game has sold out ever since. Now in "The State of Hockey," it's not skepticism that prevails, but the belief in "our" team.
Brand: Minnesota Wild
Client: Minnesota Wild