Leisure & Lifestyle

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

2007 GOLD

I Feel Pretty

With women's sports participation on the rise and increased competitive pressures from Adidas and Under Armour, Nike wanted to re-ignite it's women's business. Maria Sharapova's appearance at the 2006 U.S. Open was a perfect platform for creating national attention for Nike. I Feel Pretty struck a cord by championing an attitude women could rally behind - the ability to ignore naysayers and critics and focus on your goals. This campaign prompted increases in web traffic, sales and brand involvement (5+ minutes/web visit, consumer calls/emails), not to mention an article or two.

Brand: Nike
Client: Nike, Inc.
Agency: Wieden+Kennedy
Language: English

2007 SILVER

Be the one.

To combat an all-out assault from Reebok, Nike made an unprecedented move by creating the Nike Bauer brand. Bauer, a long established hockey company was the first brand to share the Nike name and logo. The be the one campaign helped establish the new brands' credibility among hockey crazed kids.

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

2007 SILVER

Use Music

Hallmark faced the daunting reality that the 15-year erosion of the greeting card category was not going to turn around by itself. From activating new users to engaging light users to retaining heavy users - something needed to be done because the greeting card category was in dire need of resuscitation. The big idea: iTunes meets Hallmark. This campaign proved that a bit of entertainment, whether amp-ed up or off beat and goofy, can help you express yourself. This is what Hallmark has always done... but now with a voice from the 21st century. Results proved they were definitely something to sing about - song cards fueled a 10% increase in sales of Everyday Cards compared to last year

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