Non-Profit / Pro-Bono / Public Service

Communications of a public service nature for a non-profit organization or association, including political messages, and special interest/trade group communications. 

1995 SILVER

Dinosauria

The Detroit Zoo came W.B. Doner & Company in 1992 to discuss a possible solution to The Zoo's current low attendance situation. Furthermore, The Zoo projected attendance to drop even further, due to the economy. The 1993 Dinosauria exhibit exceeded all projected results for The Detroit Zoo with regard to gate attendance, earned revenue, net profit, memberships, and corporate donations. Specifically, gate attendance rose from nearly 800,000 in 1992 to 1.2 million in 1993, earned revenue (general admission, concessions, parking) produced an additional $1 million, net profit from Dinosauria admissions was $571,000, memberships rose to an all time high bringing in an additional $300,00, and corporate donations are projected to exceed $2 million. The money earned during Dinosauria will go to repairing existing exhibits and bringing new exhibits to The Detroit Zoo.

Brand: The Detroit Zoo
Client: The Detroit Zoo
Agency: W. B. Doner & Company
Language: English

1995 SILVER

Painful Lessons

Despite intermodal transportation's benefits of efficiency and value, building a brand as an intermodal freight company is a challenge, because the industry itself lacks a strong definition. Truck and rail providers, distributors, 3rd party agents all patch together freight services to become "intermodal providers". CSXI is the only true, asset-based intermodal company, and the largest in North America. So this work positions CSXI's truly integrated service as the prescient choice not to the traditional decision maker, but to top executives charged with embracing every competitive advantage they can.

Brand: CSX Intermodal
Client: CSX Intermodal
Agency: Parrish Wickersham & Partners
Language: English

1995 BRONZE

Do Diet Dew

In 1994, within a highly competitive environment, Diet Mountain Dew's "Do Diet Dew" campaign drove a dramatic increase in trademark volume at a growth rate which not only surpassed the brand's prior year gains, but was three times that of CSD category, and over five times that of the entire flavor segment. Diet Mountain Dew's "Do Diet Dew" campaign evolved the trademark's historical key selling proposition of "the ultimate, indulgent, thirst-quenching soft drink," achieving or surpassing all business objectives despite an aggressively competitive environment.

Brand: Diet Mountain Dew
Client: PepsiCo
Agency: BBDO
Language: English

FINALISTS

Foundation Lachezar Tsotsorkov Together against colon cancer

9/11 Day State of Unitedness

Change the Ref Shock Market