Leisure & Lifestyle

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

2008 SILVER

Duel

Every ATV manufacturer likes to talk about how tough their machines are and they all make claims to own the crown as toughest. Polaris suffered from poor quality perceptions and media budgets far less than competition. So, we created the Duel: Polaris CEO Tom Tiller challenged the CEOs of his six ATV competitors to a ride-off in Las Vegas. CEO vs. CEO, squaring off to prove whose machine was toughest. With a meager $250K budget, we improved overall brand opinion and got riders talking about Polaris again.

Brand: Polaris
Client: Polaris Industries
Agency: McKinney
Language: English

2008 SILVER

Crazy Love

With Reebok severely out-spending Nike Bauer in marketing, it was time to roll up our sleeves to show the passion and energy of the brand. The Crazy Love campaign was developed to create a connection with Nike Bauer's core consumers (the hockey crazed kid). We hit them with messages from inside the game and delivered those messages where they live. Ultimately the campaign drove tremendous growth in market share for both the stick and skate categories along with a sharp increase in the time spent on the Nike Bauer website.

Brand: Nike Bauer
Client: Nike Bauer Hockey, Inc.
Agency: OLSON
Language: English

2008 BRONZE

Amplified Experiences: Cards With Sound

Predictable. Obligatory. Irrelevant. Sadly, this is the way growing numbers of consumers felt about greeting cards. For fifteen years, sales within the category radically eroded. Hallmark faced a daunting challenge: rescue an endangered category by making greeting cards relevant again. The big idea: celebrate Hallmark's Cards With Sound by leveraging the universal language of music to help people connect. The advertising increased awareness, challenged perceptions and positively turned around sales for Hallmark. Greeting cards are no longer something people have to send - they're something people are really excited to send!

Brand: Hallmark
Client: Hallmark Cards, Inc.
Agency: Leo Burnett USA
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