Media Idea
The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
FILTER BY:
PROGRAM
2009 BRONZE
White Gold
The challenge: to make milk hipper and inspire teens to drink more. The creative solution: create a buzz-worthy pop culture of own -the band "White Gold." The media strategy: to mimic the condensed life cycle of a real band from indie obscurity to stadium sell-out through the distribution of content (music, music videos, posters, interviews) in teens natural habitat: online. The results: In just six months, teens have embraced "White Gold," and milk has seen both significant images shifts and increased consumption.
Brand:
California Milk Processor Board
Client:
California Milk Processor Board
Agency:
Goodby, Silverstein & Partners
Language:
English
2008 GOLD
KCA's Media Ambush of the iPhone Launch
With only $600 Keep A Child Alive, a small AIDS charity battling against bigger competitors and a charity-fatigued public were able to ambush the launch of Apple's eagerly anticiplated iPhone. By leaning into frame with smart media thinking they galvanized the new digital landscape of networks to own the mainstream media for a week, gather over 20mm media impressions and raise over $100k that saved literally thousands of lives.
Brand:
Keep A Child Alive
Client:
Keep A Child Alive
Agency:
Anomaly Communications
Language:
English
2008 SILVER
Marathons Are...Cute
In 2006, The North Face, a brand not known for footwear, set out to gain distribution for a new line of endurance shoes. With Dean Karnazes, poster boy for endurance running, we created a historic expedition to demonstrate the boundaries of human endurance: The North Face Endurance 50. The implausible and never-before-attempted, jaw-dropping 50 marathons in 50 states in 50 consecutive days helped propel The North Face's endurance business by 208% between 2006 and 2008, an 832% increase over goal.
Brand:
The North Face
Client:
The North Face
Agency:
DDB, Seattle
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
