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
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PROGRAM
2002 GOLD
An Army of One
"Not for people like me", "For losers", "Only for those with no other options". Perceptions of the military and military enlistment have been steadily declining since Desert Storm. The U.S. Army's "Be All You Can Be" slogan and mass communications approach had last relevance with its target and its recruiting efforts were in dire straits. The "Army Of One" campaign idea took a more peer to peer approach to communicating with recruits by featuring real Soldiers in an integrated campaign designed to not only change consumer perception of the U.S. Army and meet 2001 recruitment goals, but also to begin shifting consumer perceptions about the Army brand.
Brand:
United States Army
Client:
United States Army
Agency:
Leo Burnett USA
Language:
English
2002 SILVER
When I Grow Up
The marketing challenge we faced was to position Bright Start, a newly created college savings program, as the smartest, easiest way to save for college. Using kids' own words to deliver optimistic visions of their future intermingled with Bright Start's most compelling benefits, our campaign was to motivate people to call and enroll in the Bright Start College Savings program.
Brand:
Bright Start
Client:
Bright Start
Agency:
Chicago Creative Partnership
Language:
English
2002 SILVER
Be a different kind of teacher, Be a NYCPS Teacher
An integrated campaign to recruit 8,000 teachers for the public schools of NYC. rather than hide from the obvious and multiple challenges teachers in NYC would have to face, the campaign uses these challenges as a tool for selection, as a means of ensuring the most wanted to make the decision to teach in NYC a badge of pride, a measure of someone's metal and a statement of the kind of teacher they were.
Brand:
New York City Public Schools
Client:
New York City Public Schools
Agency:
TBWA\Chiat\Day
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.
