Media Innovation - Existing Channels

This award showcases those who have the insight and creativity to change the way a particular media channel is consumed. 

2012 BRONZE

HTC Sensation 4G

When the HTC Sensation 4G launched on T-Mobile it was late to the party. T-Mobile was already selling 4G phones and struggling to attract their tech-forward consumer. We needed a campaign that gave the phone cool. We teamed with Google Goggles and local artists to develop original content. Ads were scan-able and placed throughout the cities. Within seconds people could scan the ad and download free content right to their phone. The result was a campaign that took a late-to-the-party phone and turned it into an icon for cutting-edged culture.

Brand: HTC
Client: HTC
Agency: Deutsch Inc.
Language: English

2012 BRONZE

SPENT

People who make good decisions don't end up homeless, right? Urban Ministries of Durham wanted to challenge this perception and change the national conversation about homelessness. Without any paid media. So we created an online game where players must survive a virtual month on $1,000 rent, groceries, car expenses, child field trips, vet bills and all. Across the globe, in classrooms and even in collections employee training sessions, millions of people are living on the brink. And UMD raised more than $34,000 on a site not optimized for donations.

Brand: Urban Ministries of Durham
Client: Urban Ministries of Durham
Agency: McKinney
Language: English

2011 GOLD

"The Man Your Man Could Smell Like" Responds to the Internet

How could Old Spice leverage "The Man Your Man Could Smell Like" to engage with people on a more intimate level? The result was the "Response" campaign, an experiment in real-time branding in which "The Man Your Man Could Smell Like" recorded 186 personalized YouTube messages. The work became one of the most popular interactive efforts in history and changed the way brands interact with their fans. What's more, the work boosted the bottom line with record results, as sales of Old Spice body wash doubled from the previous year.

Brand: Old Spice
Client: Procter & Gamble
Agency: Wieden+Kennedy
Language: English

FINALISTS

Frosted Flakes Tony the Tiger on Twitch: The First Mascot Turned Streamer

Hyundai Hyundai Questions Everything (Right Down to Its Media Buy)

Tide Tide #LaundryNight