Brand Experience: Virtual/360

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 virtual/360 experiences should be entered.



"The Man Your Man Could Smell Like" Responds to the Internet

How could Old Spice leverage "The Man Your Man Could Smell Like" to engage with people on a more intimate level? The result was the "Response" campaign, an experiment in real-time branding in which "The Man Your Man Could Smell Like" recorded 186 personalized YouTube messages. The work became one of the most popular interactive efforts in history and changed the way brands interact with their fans. What's more, the work boosted the bottom line with record results, as sales of Old Spice body wash doubled from the previous year.

Brand: Old Spice
Client: Procter & Gamble
Agency: Wieden+Kennedy

Only in a Woman's World

With research showing women increasingly avoiding the chip aisle, Frito-Lay set out to reconnect with female consumers. The web-based 'Only In A Woman's World' comedy series engaged consumers beyond traditional advertising delivering content that embraced the quirks and idiosyncrasies that truly make women who they are. This series forged new tight-knit relationships with female consumers that have them reconsidering Frito-Lay products altogether.

Brand: Frito-Lay Women's Portfolio
Client: Frito-Lay North America
Agency: Juniper Park

Virtual Army Experience

The U.S. Army's recruitment campaign has increased its investment in event programs. Because many events promote the spectacle they attend, such as NASCAR, rather than promoting the benefits of a career in the Army, they have failed to deliver results. A new approach called the "Virtual Army Experience" allows people to learn about Army careers, experience a simulated mission and meet soldiers. This approach has generated high-quality leads, reduced the cost per lead and improved qualitative perceptions of an Army career.

Brand: U.S. Army
Client: United States Army (Office of Economic & Manpower Analysis)
Agency: Ignited

2019_us_2019_e-4160-385_hero_1 IBM How an 'Outage' Turned IBM from Humdrum to Hero
2019_us_2019_e-4286-000_hero_1 Living Wine Labels Living Wine Labels
2019_us_2019_e-4037-038_hero_1 National Geographic One Strange Rock - Astronaut Reality Helmet

Filter by:
+ Add More Filters

To browse winners in this category from previous years