Media Innovation - Existing Channels

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

2010 GOLD

Adobe Acrobat 9 Ultimate Tourney Guide

Last year, Adobe released a radically enhanced version of its office software, Acrobat 9 (A9). But after so many earlier versions, how could we get office workers excited about A9? We needed to show off the product enhancements within content the audience cared about. Using A9 technology, we revamped ESPN's popular NCAA tournament challenge. Users interfaced directly within A9, turning the product into a new creative medium. Awareness of A9's features increased - some almost 80%! Downloads of A9 increased by 70%, averaging 16,500 downloads/day and over 230,000 by campaign end.

Brand: Adobe
Client: Adobe Systems
Agency: Goodby,Silverstein & Partners
Language: English

2010 SILVER

'Monday To The Max' First-Ever Video-in-Print

With the severe downturn currently accelerating in the print industry, we identified the medium as ripe for innovation and re-invention. The goal was to do something in print that would ensure the integrated messaging for CBS and PepsiMax would come to life and for the first time organically tie the print medium to a true television experience. As a centerpiece to its 2009 Fall Season launch campaign, CBS, with new promotional partner PepsiCo, introduced the first-ever use of video in print advertising. Introducing readers of a magazine to the allure of sight, sound and motion and directly delivering consumers CBS and PepsiMax video content on the printed page.

Brand: CBS and Pepsi
Client: CBS
Agency: OMD
Language: English

2010 SILVER

Only in a Woman's World

Our target has a love-hate relationship with food and we had the opportunity to show her guiltless indulgence options, made just for her. Marrying the consumer insight that relationships are critical to easing conflicts as well as social and media behavior, we developed a portfolio-level campaign to support Frito Lay's Baked! Smartfood, Flat Earth and 100 Calorie Pack brands. We created, "The Only in a Woman's World" web series and communicated with her through blog integrations, editorial partnerships, dedicated emails, brand pages on social media sites and our hub www.onlyinawomansworld.com

Brand: Frito-Lay
Client: Frito-Lay, Inc.
Agency: OMD
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