Carpe Diem - Services

This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or service in a bright spotlight and creating immediate and measurable impact.




To outgrow a shrinking category, IHOP needed to think beyond the pancake by launching new burgers. To convince an indifferent world, we needed to prove that we took our burgers as seriously as our pancakes. So we did the most serious thing possible. We changed our name to IHOb. The simple flip of a P to a b started a world-wide guessing game. Upon revealing b = burgers, we ignited a viral phenomenon that sparked cultural debate, skyrocketed burger sales, and rekindled America's love for IHOP.

Brand: IHOP
Client: IHOP
Agency: Droga5

$450 million: Selling Da Vinci's Salvator Mundi

True artistic mastery will always command high prices, but appealing to emotion and ego can create a bidding war for the record books. In this case, the sale of “The Last Da Vinci”, or Salvator Mundi, for $450 million. The highest price ever paid for a piece of art.

Brand: Christie’s
Client: Christie's New York
Agency: Droga5

Prescribed to Death

How can you get Americans to take the threat of prescription opioid addiction seriously when they don’t believe addiction can happen to them? This was National Safety Council’s challenge as they sought to combat the surging epidemic. NSC had the foresight to confront the crisis before the nation fully acknowledged the threat, allowing NSC to establish themselves as a leader on the issue just as it became a national headline. The resulting program earned national attention for NSC and gave 1 million+ Americans a tool to protect themselves from addiction.

Brand: National Safety Council
Client: National Safety Council
Agency: Energy BBDO

2019_us_2019_e-3799-222_hero_1 Verizon Answering the Call
2019_us_2019_e-3534-712_hero_1 CarMax Getting Greenie
2019_us_2019_e-3751-165_hero_1 Tourism Australia Dundee: A Tourism Campaign In Disguise

Filter by:
+ Add More Filters

To browse winners in this category from previous years