Leisure & Lifestyle

Recreational, sporting, and camping goods/services and other items/services intended for leisure activity.

2012 GOLD

Your Mom Hates Dead Space 2

Dead Space 2, a video game in the survival-horror genre, is the sequel to one of the most grotesque video games ever. But this genre is a little too gruesome for mainstream gamers tastes, limiting our ability to break into the more lucrative action games market. With a unique, universal insight that moms hate what gamers love we created a campaign that broke through to the mainstream, reaching a new, broader audience, and significantly exceeded launch expectations.

Brand: Dead Space 2
Client: Electronic Arts, Inc.
Agency: Draftfcb San Francisco
Language: English

2010 SILVER

'The Original Social Networking Site'

For over a hundred years, when people thought of Coleman, they thought of camping. But as the brand faced intensified competition from a myriad of lower-priced store brands, it began to lose its relevance with the next generation of campers. That is until our research revealed the emotional bonds created around a campfire were just another form of social networking. The solution - position Coleman as the Original Social Networking Site. The result - in the 'make or break' summer selling season, we increased 'sell-thru' by 13%.

Brand: The Coleman Company
Client: Coleman Company
Agency: Doner
Language: English

2010 BRONZE

From Strength to Strength - Reinventing an Iconic Brand

Despite a static number of U.S. gym members, 2009 saw an influx of new no-frills gym chains with one very significant and timely difference: Price. With monthly fees priced at one-fifth of the average gym, the impact was swift and deep. A number of Gold's Gym's well-established competitors were forced into bankruptcy. Price matching was not viable, so Gold's set about reinventing its iconic brand to appeal to a broader audience. By doing so, it not only fended off competition, it delivered a 36% increase in new membership.

Brand: Gold's Gym
Client: Gold's Gym
Agency: McKinney
Language: English

FINALISTS

EPIC The Irish Emigration Museum How EPIC set the record straight on who the Irish really are.

The National Lottery A campaign so successful, it had to be pulled

The National Lottery How The National Lottery started dreaming big again