Media Idea

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

2010 GOLD

1 Second Ad Campaign

Miller High Life endeavored to steal Budweiser's thunder during the Super Bowl despite Budweiser having event exclusivity and a budget 55x that of High Life's during the game. High Life sought to make an economic statement by bringing common sense back to the Super Bowl. The "1 Second Ad" creative idea was rooted in media innovation and successfully leveled the playing field by sparking media wildfire. High Life volume growth during the Super Bowl far exceeded competitors, and the campaign generated significantly more buzz following the game than Budweiser.

Brand: Miller High Life
Client: MillerCoors
Agency: Saatchi & Saatchi
Language: English

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

FINALISTS

RIMAC Seguros y Reaseguros La primera estación de bienestar en la Panamericana Sur

NIKE Una Idea de medios invencible

Cerveza Corona Hacking the city