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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2001 SILVER
In The Box
The launch of Dreamcast was critical for Sega. Failure would mean the end of the road for the company who had redefined video gaming in the early 90's. The launch itself was a stunning success by anyone's standards. Hardcore gamers couldn't wait to get their hands on it--snapping up 375,000 units in the first weekend. But the real battle was going to be fought over the next 7 months. Could the momentum of the launch be sustained so that Dreamcast could reach the critical mass that a video game system needs to succeed?
Brand:
Sega Dreamcast
Client:
Sega of America, Inc.
Agency:
FCB San Francisco
Language:
English
2001 BRONZE
DataDyne/Joanna Dark
Over the past 20 years, Nintendo has grown from virtually nothing in the US to a multi-billion dollar company. In the process, it has emerged as an icon of modern boyhood - a MUST have for boys 9-14 with little appeal for older gamers. Prior to the launch of Perfect Dark, Nintendo had NEVER marketed a "mature" rated game for any of their systems, including the N64. Our challenge was to overcome perceptions of Nintendo as a "kids" brand to sell an adult game. The DataDyne/Joanna Dark campaign helped drive adult traffic to www.perfectdark.com and also assisted in increasing our hardware market share for the N64.
Brand:
Nintendo Perfect Dark
Client:
Nintendo of America
Agency:
Leo Burnett USA
Language:
English
2000 GOLD
Nice Guys. Tough Hockey.
The Florida Panthers, professional ice hockey team, found itself out of place in the heat of South Florida at the end of their first two seasons. As the newest professional sports team in South Florida, the Panthers were faced with many marketing challenges including below budget ticket sales, a high no-show attendance rate, and general apathy about the team. The team needed to develop consumer loyalty in order to increase sales, attendance and overall revenue.
Brand:
Florida Panthers Hockey Club
Client:
Florida Panthers Hockey Club
Agency:
Harris Drury Cohen
Language:
English
FINALISTS
Heineken
Hola, soy Hein.IA
LEGO
Building Bridges
Cote & Sport
The bet only a Moroccan brand can take
