Government & Public Service

Municipal or state economic development, lotteries, utilities (i.e. electricity conservation messages), membership drives, forces marketing communications. Includes political messages and special interest/trad

2009 SILVER

Navy Influencer - NAVYForMoms.com

The goal was to change the perceptions that mothers and fathers have of having their child enlist in the U.S. Navy. The first step was building a social networking site where moms of high school/ college-aged kids can talk to moms who currently have children serving in the Navy. They learn the benefits of the Navy from their peers rather than from recruiters. The Navy's New England pilot brought members to NavyForMoms.com in record numbers. The site exceeded its annual membership objective in less than six months. Truly viral, members hail from all 50 states and overseas.

Brand: U.S. Navy
Client: United States Navy
Agency: Campbell-Ewald
Language: English

2009 BRONZE

Everybody Wants a Little Bit of Luck

The New York Lottery needed to revive a steady decline of sales of the Take 5 game, one that had inconsistent support and a dated unappealing image. Furthermore, the game was positioned against more modern, technologically advanced and enticing competitors. The challenge was to convince people that luck was not only possible, it was probable because with Take 5 they had 1-in-9 odds to win. This was accomplished by creating a miniature little-bit-of-luck character, a ubiquitous mascot for winning. The result: over-delivery of sales and playership goals.

Brand: New York Lottery
Client: New York Lottery
Agency: DDB New York
Language: English

2008 GOLD

Driven to Discover

The University of Minnesota is certainly known in its home state as a diploma-cranking machine, but it does not get credit for the world-changing research it conducts everyday. With an aggressive goal to become one of the world's Top Three Public Research Universities, the U of M needed a campaign that clarified its mission, and that engaged a disenfranchised general public in its cause. Enter 'Driven to Discover' - a holistic, first-of-its-kind marketing initiative where one only needs his or her greatest question to get involved.

Brand: University of Minnesota
Client: University of Minnesota
Agency: OLSON
Language: English

FINALISTS

Alcohol. Think Again. One Drink

Republic of Singapore Navy It's not crazy. It's the Navy.

Social Development Bank Shop with Purpose, Empower Productive Families.