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

2007 BRONZE

USMC-Integrated Marketing

Military recruitment has arrived at its most competitive and challenging landscape since the instatement of the All-Volunteer Force in 1974. Compounding political, social, and economical variables have worked only to the detriment of military enlistment goals. In order to recruit enough Marines to sustain Congress' expected level of readiness, the Marine Corps had to surpass the other service branches and establish the highest brand relevance among the youth audience from both a generational and diversity perspective. Due to their successful integrated marketing efforts, the Marine Corps made their recruitment goals.

Brand: United States Marine Corps
Client: United States Marine Corps
Agency: JWT
Language: English

2006 GOLD

Have You Called Jenny Yet?

While the commercial weight-loss category had more than doubled since 1996, Jenny Craig leads had declined precipitously in the face of Atkins and do-it yourself dieting. To get Jenny Craig back in the spotlight, this campaign broke the "before-and-after" paradigm by focusing on the process of losing weight that Jenny Craig actually makes a positive experience. The campaign told the story of actress Kirstie Alley's journey on Jenny Craig in real time. Contributing to exceeding the six-month leads objective within six weeks, the campaign has significantly increased Jenny Craig's relevance and modernity.

Brand: Jenny Craig
Client: Jenny Craig
Agency: JWT New York
Language: English

2006 SILVER

Upside/Downside

This campaign evened out the lottery's revenue stream by converting infrequent players into frequent players, getting them to play more often, no matter what the jackpot size was. The campaign compared the needless everyday risks, which people ordinarily take, with playing SuperLOTTO Plus, where the upside is millions of dollars and the downside is $1. SuperLOTTO exceeded the sales goals set for fiscal year 2004-05 by more than $60 million, shattering a 20-year record.

Brand: California State Lottery
Client: California State Lottery
Agency: BBDO West
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.