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.

2010 GOLD

True Blood

In its first season, HBO's True Blood quickly amassed an audience of die-hard fans, but for an increasingly ravenous audience, it wasn't enough to just witness the world of True Blood, they wanted to be able to walk right into it. For Season 2 vampires wouldn't just be walking among us; they'd be deeply integrated into our society. HBO called it 'Hacking Reality,' and it was all about blurring the line between reality and fiction. When it was all said and done, HBO had seized the momentum of True Blood's first season and delivered an integrated campaign that generated massive press and industry buz, but more importantly, it engaged, provoked and rewarded both die-hard fans and new viewers.

Brand: HBO
Client: HBO
Agency: Digital Kitchen
Language: English

2010 SILVER

EA SPORTS Active Personal Trainer

EA had never before had a top-selling video game on the Wii, and this became our goal for EA SPORTS Active. The challenge was to position Active not as a video game, but as a real fitness product that would appeal to women. Our key insight was that our target of busy moms craved, but felt guilty taking, the 'me time' associated with getting in shape. Our strategy was to empower these women to take time for themselves and get fit with Active. This inspired the campaign 'I'm Active for?', which highlighted the many varied and personal reasons women workout. We exceeded the sales goal by 37% and put Active on the Top 10 Selling List of Console Video Games for three consecutive months.

Brand: EA Sports
Client: Electronic Arts, Inc.
Agency: Draftfcb
Language: English

2010 BRONZE

EA SPORTS 'The Win'

EA SPORTS needed to not only increase market share, it needed to reinvigorate the entire category of sports gaming. 'The Win' campaign tapped into the universal human desire to not only compete, but to win. As a result, genre share increased 25% year-over-year, and market share increased 14% while the campaign was live.

Brand: EA Sports
Client: Electronic Arts, Inc.
Agency: Heat & Isobar
Language: English

FINALISTS

Heineken Hola, soy Hein.IA

LEGO Building Bridges

Cote & Sport The bet only a Moroccan brand can take