Media Idea

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

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

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

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