Media Idea

The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.

2015 GOLD

Project Architeuthis: Engaging America's Cyber Warriors

Americas Navy launched Project Architeuthis based on a highly integrated creative and social media idea for an ARG, or Alternative Reality Game, that engaged the Navy Cryptology target with incredibly challenging puzzles, cyphers, and cryptic clues regarding the location of a mysterious, fictional enemy. ARG player adoption, community sharing and deep brand engagement helped the Navy reach its elite target and overcome the challenges of no media budget and a reduced prospect pool to meet 100% of its recruiting goal.

Brand: America's Navy
Client: U.S. Navy
Agency: Lowe Campbell Ewald
Language: English

2015 GOLD

#LikeAGirl

Girls experience the biggest drop in confidence during puberty, around the same time as their first period. As a society, we contribute to that drop, often without even recognizing it. Always wanted to change this, so they created a rallying cry to reverse the meaning of a common playground insult to champion girls confidence through the #LikeAGirl campaign. #LikeAGirl gave life to our brand purpose and inspired our target. It created a global movement with 76MM views and spread beyond our wildest expectations!

Brand: Always
Client: Procter & Gamble
Agency: Starcom MediaVest Group
Language: English

2015 SILVER

Selfie

Looking to ramp up appeal among Women and Millennials, we delivered the Oscars' first ever product integration, featuring Ellen using a Samsung Galaxy Note 3 for an epic celebrity selfie. It was a record setting moment, with 3.4 million re-tweets overwhelming and crashing the Twitter platform. Pop-cultural impact and social engagement was phenomenal with over 4.8 billion impressions, generating a huge earned media value for our client, a lift in likelihood to recommend Samsung and a gain in market share among women relative to Samsungs primary mobile competitor.

Brand: Samsung
Client: Samsung Telecommunications America
Agency: Starcom MediaVest Group
Language: English

FINALISTS

RITZ Puttin’ on the RITZ

U.S. Bank Found in Translation: The untold story of children who give a voice to generations.

Pulsar N160 The (Un)Censored Ad