Media Idea

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

2010 SILVER

Frosted Mini Wheats: Mom's Homeroom

After years of Frosted Mini-Wheats 'Full and Focused' campaign positioned around success in school for kids, Moms still weren't buying it. The times had changed and we needed a different strategy. So we stopped talking at her and joined in on the dialogue she was already having. Pulling together all of her trusted resources, creating a one-stop shop online for all of Mom's school-related needs, Frosted Mini-Wheats proved that we were not only talking the talk, we were Mom's true partner in helping her kids succeed in school.

Brand: Kellogg's Frosted Mini-Wheats
Client: The Kellogg Company
Agency: Starcom MediaVest Group
Language: English

2009 GOLD

Domaination

The objective was to disrupt. Google is the new gateway to culture, a window to Converse's audience. The first step was to identify the searches the Converse audience was making, but no brand was buying. The idea was to create an entirely new use for Google Search, dubbed Domaination, a platform to dominate search marketing and destroy the perception of the microsite. On a slim budget of $100,000, the campaign attracted over 600,000 unique visitors, more than double the goal, and beat a traditional cost/visitor by 2600%.

Brand: Converse
Client: Converse, Inc.
Agency: Anomaly
Language: English

2009 SILVER

Get a Mac Contextual Campaign

With this campaign running strong across TV networks for two years, the challenge was expanding its impact by taking it online. How do you take a brand that is defined by being simple, human and intuitive into an online environment that is anything but? The medium had to change, not the brand. So, the brand partnered with Web sites like The New York Times to redesign its home pages around Apple ads for 100% share-of-voice. With engagement and click-through rates far beyond industry standards, the online campaign exceeded expectations, and more importantly, found a way to be Apple online.

Brand: Apple
Client: Apple Inc.
Agency: TBWA\Media Arts Lab
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