Sustained Success

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2007 GOLD

Beyond Petroleum

Against a backdrop of skepticism, the world's second largest energy company wanted to be different. The BP corporate reputation campaign communicates the company's progressive values in a distinctive, non-glossy way. The campaign asks difficult questions. Invites customers into the dialogue. Relies on facts instead of hot air. Stakes bold turf. Accepts criticism and does not hide from failure. The BP corporate campaign is a landmark platform for a company trying to change the way the world uses, and thinks about, the fuels that are vital to human progress.

Brand: BP
Client: BP America Inc.
Agency: Ogilvy & Mather
Language: English

2007 GOLD

Priceless

In 1997 when the strategic idea for MasterCard was born, no one could have predicted how unendingly successful the strategy would be. But two critical events in the spring of 2006 are the most credible evidence that Priceless works not only as a sustained success of advertising excellence but also as a business tool. A rich list of business uses show how Priceless has become instrumental to the company, an asset that helped value the IPO and garnered the respect and admiration of both a corporate and consumer generation.

Brand: Mastercard
Client: MasterCard Worldwide
Agency: McCann Erickson
Language: English

2007 SILVER

Goin' to work

Winning back the hearts of disheartened Pistons fans and getting them back in the seats seemed insurmountable after not delivering on promises of victories and all-star players. We decided to give the fans an active role and tie the team back to the city by asking them to go to work for their team. Goin' to work. Every night.became a social contract with the fans. And the fans went to work, helping the Pistons lead the NBA in attendance the last three years with 136 consecutive sell outs.

Brand: Detroit Pistons
Client: Detroit Pistons
Agency: OLSON
Language: English