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.

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2003 SILVER

Wherever. Whenever. Forever. PSone.

The PSone was an aging platform in the last phases of its product lifecycle. The objective was to extend its lifecycle by an additional 6th year by generating excitement among consumers that were never targeted before: Non-Gamers (late adopters), non-PlayStation Gamers (PC gamers) and Kids < 11 years old. With the launch of the PSone campaign, the fiscal sales goal was successfully achieved without cannibalizing PS2 sales.

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

2003 BRONZE

Jedi Tagging

Smart, different and edgy, Star Wars Jedi Knight II: Jedi Outcast wanted gamers to run to the store to purchase this PC-platform game. Using Star Wars familiarity with a unique, edgy twist, this campaign shoves them out the door. With intrigue and eye-popping artwork, the campaign shows a deep understanding of addictive PC gaming experiences. By focusing on the unforgettable experience of playing the game, the work stakes new ground for LucasArts in an extremely competitive category and has helped LucasArts realize the best growth year in the company's history.

Brand: LucasArts Entertainment, Inc.
Client: LucasArts Entertainment Co., Inc.
Agency: FCB San Francisco
Language: English

2002 GOLD

How Bad Have You Got It?

NASCAR's challenge was to maintain the fun, down-home, thrill that is the essence of the brand while becoming a major sport and attracting new fans. The consumer insight-- NASCAR fans don't just enjoy the sport they live it-- led to the creation of the campaign and the "how bad have you got it?" tag line. The results of this campaign have succeeded all expectations by the dramatically increasing race veiwership in new markets as well as existing markets. The "how bad have you got it?" tag line has also become a rallying cry for NASCAR fans across the country!

Brand: NASCAR (National Association for Stock Car Auto Racing)
Client: National Association for Stock Car Auto Racing
Agency: Young & Rubicam Chicago
Language: English