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.

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Small Business Saturday

In 2010, American Express created Small Business Saturday, a new shopping day between Black Friday and Cyber Monday, to support small businesses, create jobs, preserve neighborhoods and fuel local economies nationwide. But 2011 would be the real test. Could American Express take what started as a simple idea of supporting small businesses during the holiday season and transform it into a permanent fixture on the American shopping calendar? In just its second year, American Express took Main Street mainstream with a multitouch campaign that activated the small business community, consumers, media and brand partners, and even local and national government officials using powerful social action


Brand: American Express
Client: American Express Company
Agency: Digitas

Small Business Saturday

Big-box stores have Black Friday. Online mega-sites have Cyber Monday. American Express OPEN thought small, independent business owners should have their own day, too. So, they created one. On November 27, 2010, Small Business Saturday (SBS) launched with a rallying cry of Shop Small. Mayors and governors across America officially adopted the day. And, consumers embraced it in a big way, too, pouring millions of dollars into small businesses over the most important shopping weekend of the year. American Express shop owners scored double-digit sales increases. Suddenly, small business was anything but small.


Brand: American Express OPEN
Client: American Express Company
Agency: CP+B

How Microsoft Created a Search Engine for a New Generation

Jay-Z Decoded was an innovative way to help Microsofts search engine Bing create competitive advantage over its much more established and outsized rival, Google. Bing needed to increase usage and position itself as a modern choice to a younger audience that was key to growing market share, but is highly suspect of advertising and product claims. We created a strategy that used demonstration of Bing products against a big canvas in cultural to achieve a real, quantifiable gain against Google and relevancy in the market.


Brand: Bing
Client: Microsoft
Agency: Droga5

2019_us_2019_e-3499-266_hero_1 ZIPLOC ZIPLOC - Real Superheroes
2019_us_2019_e-3949-049_hero_1 Pantene Pantene Gold Series Tour
2019_us_2019_e-4035-814_hero_1 Chick-fil-A Rivalry Restaurant
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