Brand Experience: Live
This category showcases how a brand experience beyond traditional advertising can be created. Work that brings a brand or product to life and interacts with a specific target through live experiences should be entered.
Play Woodstock Challenge
Campaign which turned 3-day festival into a mass 3-month long movement. Unconventional event idea enabled thousands of people from all over the country to get in touch with the brand in unique, real-life and virtual ways. First in Poland user-generated event connected offline and online worlds to let those, who could not attend the event feel it's atmosphere and make PLAY the most recognisable brand during the festival.
Lockheed Martin Field Trip to Mars
Fewer children are becoming interested in Science, Technology, Engineering and Math (STEM), while those that are interested would rather work in Silicon Valley. Lockheed Martin's current talent is reaching retirement age, it needed to inspire a new generation of innovators. Lockheed Martin took students out of the classroom and on a field trip to Mars. It inspired over 600K students to go beyond, received over 10K curriculum downloads and 35K page views.
Brand: Lockheed Martin
Client: Lockheed Martin
Agency: McCann New York