Media Innovation - Existing Channel
This award showcases those who have the insight and creativity to change the way a particular media channel is consumed.
Living Wine Labels
Already faced with tough competition and a declining category, Treasury Wine Estates needed to stand out in a crowded wine aisle brimming with Millennial-focused brands. And with widespread clean store policies, we couldn’t rely on point-of-sale displays or traditional retail channels to reach our audience. The reality of retail was bleak. So we hit refresh – and created Living Wine Labels, an app that uses augmented reality to disrupt the wine aisle and speak directly to shoppers, by transforming our packaging into a platform for brand storytelling.
Brand: Living Wine Labels
Client: Treasury Wine Estates
Agency: J. Walter Thompson San Francisco
The Blank Page
The Chicago Sun-Times was struggling to stay afloat due to steep declines in print journalism and structural changes. To survive, the paper needed to launch a new digital subscription, asking readers to pay for what was once free. To send a wake-up call to readers, they left their most valuable piece of real-estate – the front page – blank, asking Chicago to subscribe before it was too late. This bold appeal worked, not only making headlines across the country, but increasing digital subscriptions by 161% in just the first week.
Brand: Chicago Sun-Times
Client: Chicago Sun-Times
The Power of SHE
Companies with women in leadership perform better, but women are underrepresented. On International Women’s Day 2017, State Street Global Advisors placed Fearless Girl in New York’s financial district to ignite a conversation about the power of women in leadership. She generated over a billion impressions on Twitter in the first 12 hours. In three days she drove average daily trading volume of the SHE fund up 384%.
Brand: State Street Global Advisors
Client: State Street Global Advisors
Agency: McCann New York