Media Innovation - Existing Channels

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

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

2011 SILVER

Concert In A Bag

Doritos Late Night was one of nearly thirty new product introductions in the salty snack category in 2009. We had to create a hit where only 3% of launches become one. We realized our audience snacked more on entertainment than they did on chips. By thinking like an entertainment company, rather than just selling snacks, we transformed a bag of chips into a ticket for an exclusive music performance. In so doing, we helped create the most valuable salty snack introduction of 2009 and a long-term platform for the brand.

Brand: Doritos
Client: Frito-Lay, Inc.
Agency: Goodby, Silverstein & Partners
Language: English

2011 BRONZE

PRIUS LAUNCH - HARMONY INSTALLATIONS

Toyota launched an all-new Prius during the worst automotive market in 40 years, facing new "Prius Killers". Prior generations of Prius were synonymous with environmentalism, but now it was time to go mainstream and engage audiences in unique and innovative ways. This unprecedented and innovative outdoor campaign welcomed people to the joyful world of Prius and demonstrated Prius commitment to the environment by providing unique benefits to local businesses and communities. With traveling outdoor "harmony" installations and never-been-done-before media channels, Prius surpassed goal by 5 times initial expectations.

Brand: Toyota
Client: Toyota Motor Sales USA, Inc.
Agency: Saatchi & Saatchi LA
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