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.

2004 BRONZE

Live in Your World, Play in Ours

Sony PlayStation clearly cemented their leadership in the videogame category by launching their "Live in your world. Play in ours." campaign. In one calendar year unprecedented 8.5 million PS2s were sold, doubling their installed base in what was the most competitive gaming environment ever. PlayStation broadened the gaming audience as it continued to evolve from a gaming company to an entertainment company.

Brand: Sony PlayStation
Client: Sony Computer Entertainment America, Inc.
Agency: TBWA\Chiat\Day
Language: English

2003 GOLD

Goin' To Work. Every Night.

Not only winning back the hearts of diminishing Pistons fans, but getting them back in the seats seemed like an insurmountable goal - attendance was pathetic, season ticket holders weren't renewing, the team couldn't win and the Pistons were overshadowed by the Detroit Red Wings in Hockey Town U.S.A. We decided to give the fans a role and tie the team back to the city. We didn't promise wins or losses, just hard work. The players pledged to go to work for the city, so we decided to have the fans make the same promise. Did fans go to work? They most certainly did. The 2002 attendance average was 18,556, a 32% increase from the year prior. The Pistons achieved a 90% renewal rate compared to a measly 60% in 2000-2001. Pistons fans finally found a job they enjoyed.

Brand: Detroit Pistons
Client: Palace Sports and Entertainment
Agency: OLSON
Language: English

2003 GOLD

In The Cube

Launching the same week as Microsoft X-Box, Nintendo GameCube had to establish a stronghold among the most profitable, trend setting 12-17 year old gaming target to beat X-Box. However, this mature-aspiring target ridiculed GameCube as a "kiddie" system and revered X-Box as the "it" system. By focusing on the positives of Nintendo and the true competitive advantage of GameCube, the immersive gaming experience, we were able to help Nintendo grow up. Not only did Nintendo's share of 12-17 year olds increase by 14%, GameCube outsold X-Box by 14% during the launch.

Brand: Nintendo
Client: Nintendo of America
Agency: Leo Burnett USA
Language: English

FINALISTS

Heineken Hola, soy Hein.IA

LEGO Building Bridges

Cote & Sport The bet only a Moroccan brand can take