Media Idea

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

2012 SILVER

SPENT

People who make good decisions don't end up homeless, right? Urban Ministries of Durham wanted to challenge this perception and change the national conversation about homelessness. Without any paid media. So we created an online game where players must survive a virtual month on $1,000 rent, groceries, car expenses, children field trips, vet bills and all. Across the globe, in classrooms and even in collections employee training sessions, millions of people are living on the brink. And UMD raised more than $34,000 on a site not optimized for donations.

Brand: Urban Ministries of Durham
Client: Urban Ministries of Durham
Agency: McKinney
Language: English

2011 GOLD

Real Women of Philadelphia

For Philadelphia Cream Cheese to grow, it needed to shift consumer behavior towards cooking with the brand. Real Women Of Philadelphia grew out of a key insight that women need a new idea endorsed before they'll try it - cooking being no exception. Once an endorsement is accepted, it can be shared, and our consumers love to share. So the idea of a community generated contest, finding The Real Women of Philadelphia, was all about getting people who had tried cooking with Philly to suggest it to others.

Brand: Kraft
Client: Kraft
Agency: Digitas
Language: English

2011 SILVER

UNSTAGED: An Original Series from American Express

Can you successfully "scale the emotion" of a live concert for millions of music fans online? That's the question that led to UNSTAGED from American Express, a revolutionary interactive music experience that blurs the line between at-home and at-concert viewing.

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