Entertainment & Sports

Includes all forms of entertainment.  E.G. apps, movies, programming (TV, online, radio), books, DVDs, videogames, board games, etc.  Sporting events such as the Super Bowl, sports teams, etc.

2015 BRONZE

Watch Dogs: Hacking Is Your Weapon

90% of video game sales go to well-established franchises. Watch Dogs was a new IP trying to breakthrough. However the main differentiating feature was hacking - a geeky, sedentary hobby not found in an action-adventure experience. Hacking had to be repositioned as a plausible super-power. The Hacking Is Your Weapon campaign did just this, portraying the games hero manipulating city systems to turn Chicago into the ultimate weapon. As a result Watch Dogs sold 2M units within twelve months to become the fastest selling new IP in video game history.

Brand: Watch Dogs
Client: Ubisoft
Agency: Ubisoft US Marketing
Language: English

2015 BRONZE

Dallas Gas Station

While the Dallas series reboot in 2012 was successful, the novelty of the show's iconic return began to wear off in Season 2. For the launch of Season 3, we brought the buzz back to the show by making the Ewing family's notoriously conniving approach to the oil industry a reality. 'Ewing Energies,' a life-size gas station, drove impressions by 25% more than projections, generated more web chatter on the day of the premiere than competing shows, and ultimately got 2.7MM (2.5MM projection) viewers to tune in for the premiere.

Brand: Turner Network Television
Client: Turner Broadcasting Network
Agency: Grey New York
Language: English

2014 GOLD

Halo 4: An Ancient Evil Awakens

Halo 3 was enormously successful, but after five years without a new game, Halo was on the verge of becoming obsolete. Halo 4 needed to reignite passion to save the franchise. We found that gamers wanted the games faceless hero, Master Chief, to show some vulnerability instead of being invincible. We focused our campaign on building up the enemy and recasting Master Chief as the underdog. It worked beyond expectations and reestablished Halo in the first person shooter genre.

Brand: Microsoft Xbox
Client: Microsoft
Agency: twofifteenmccann
Language: English

FINALISTS

Heineken Hola, soy Hein.IA

LEGO Building Bridges

Cote & Sport The bet only a Moroccan brand can take