31 YEARS CELEBRATING THE POWER OF IDEAS
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Integration

Grand LIA

Entrant: Venables Bell & Partners, San Francisco
REI - "#OptOutside"

Communications Strategy Director: Gavin Jones

Business Leader: Colleen McGee

Director of Art Production: Jacqueline Fodor

Director of Experience Design: Jeff Teicher

Head of Strategy: Michael Davidson

Corporate Name of Client: REI

Head of Client Services: David Corns

Media Company: Starcom MediaVest Group

PR / Marketing Company: Edelman

PR / Marketing Executives: Tamra Strentz/Jessica Chromy/Tyler Gray/Lisa Kovitz/
    Liz Foster

Agency Account Supervisor: Krista Muir

Agency Account Manager: Ariel Rosen

Agency Strategic Planner: Mike Riley

Agency: Venables Bell & Partners, San Francisco

Executive Creative Director: Will McGinness

Creative Director: Lee Einhorn

Copywriter: Adam Wolinsky

Art Director: Avery Oldfield

Director of Integrated Production: Craig Allen

Agency Producer: Jake Grand

Project Manager: Shannon Fischer

Production Company: Tool of North America

Director: Benji Weinstein

Senior Executive Producers: Raquel Bedard/Anna Fields

Executive Producer: Lori Stonebraker

Senior Integrated Producer: Marc McLean

Line Producer: Jason Manz

VFX Company: Brickyard Vfx

Editing Facility: HutchCo Technologies

Editors: Jim Hutchins/Patrick O'Leary

Designers: Jarrett Carr/Nicola Broderick


Description of the Project:
Outdoor retailer REI exists to get people outside. In 2015, we did something unprecedented in pursuit of just that.

On the biggest shopping day of the year, Black Friday, REI closed all 143 of its stores. Employees were paid to spend the day outdoors and all of America was invited to #OptOutside with REI.

An integrated campaign was created to spread the #OptOutside movement across PR, TV, print, out of home, digital, influencer and social outreach. An online hub equipped the movement’s growing ranks with everything they needed to spend Black Friday outdoors.

When the dust had settled, REI’s bold stance had shaken the entire retail landscape. The campaign earned 6.7 billion media impressions and 1.2 billion social impressions. 150 businesses followed REI’s lead and hundreds of national parks opened their doors for free. Most importantly, 1.4 million people took the same stance on Black Friday: #OptOutside.


Integration

Gold Winner

Entrant: Forsman & Bodenfors, Gothenburg
If Insurance - "Slow Down GPS"

Corporate Name of Client: IF Insurance

Media Company: OMD

PR / Marketing Company: Maja Bredberg

Head of Marketing: Mikael Hellman

Marketing Manager: Kajsa Svärd

Agency Account Supervisor: Maria Bergkvist

Agency Account Managers: Kristina Wilmar/Joachim Levin

Agency Planner: Lars Friberg

Copywriter: Joakim Labraaten

Art Director: Samuel Åkesson

Agency Producer: Magnus Kennhed

Production Companies: Bacon STH/Starcut/Earth People

Director: Tarik Saleh

Executive Producer: Ylva Axell

Producer: Sophie Hedberg

Director of Photography: Fredrik Wenzel

Digital Producer: Andreas Johansson

Post-Production Company: Stopp

Editor: Joakim Pietras

Music Arranger: Krister Linder

Designer: Johan Fredriksson

Photographer: Emilia Bergmark-Jiménez

Agency: Forsman & Bodenfors, Gothenburg


Description of the Project:
In an effort to get drivers to slow down where it matters the most, we’ve developed the sat nav app “Slow Down GPS”. It’s like any other voice navigation app, except for one childish feature: when driving in areas where it's more likely to be children around, the navigation voice automatically switches to a child’s voice. We think of it as a subtle “audio sign” that says “Children at play”.

In the first version of the app, GPS-locations for all schools and day-care centres in the Nordic region have been added. But through a crowdsourcing project on the If web site, people are also asked to suggest more locations where the voice should switch to a child’s voice.


Integration

Gold Winner

Entrant: INGO Stockholm, Stockholm
Swedish Tourist Association - "The Swedish Number"

Corporate Name of Client: Swedish Tourist Association

Head of Client Services: Magnus Ling

Client Supervisor: Jenny Engström

Client Account Manager: Johanna Murray

PR / Marketing Companies: Cohn&Wolf, Stockholm/Grey PR, New York

PR / Marketing Executives: Tero Marjamäki/Johanna Lindqvist

Agency Senior Account Executive: Joachim Ewert

Agency Strategic Planner: Julia Blomquist

Agency: INGO Stockholm, Stockholm

Executive Creative Director: Björn Ståhl

Copywriter: Magnus Ivansson

Art Director: Gustav Westman


Description of the Project:
Idea:
As the first country in the world, Sweden as a country, got its own phone number. When people call it from abroad they get connected to a random Swede, and in the name of freedom of speech, they can talk about anything. Every phone call created a unique picture of Sweden.

The Swedish Number created immediate involvement all around the globe. The calls were coming in by the 100.000. And more than 34.000 Swedes enlisted as "telephone ambassadors". Major Media blew it up big, numerous called the number and spoke to random Swedes in live broadcasting on TV and radio.

Background:
Sweden is known for being an open country where people can speak their mind. And in the year 1766 Sweden was the first country in the world to abolish censorship.

So during the 250 anniversary year, when The Swedish Tourist Association wanted to make more people visit Sweden, they decided to give the outside world the uncensored truth.

The Swedish Number gave the control of the image of the country to the Swedes themselves. Nothing was censored or pre-arranged. In the name of freedom of speech - what ever opinion you may have, it matters.

In a digital world where people hide behind key boards, The Swedish Number created numerous of wonderful person to person meetings with Sweden and Swedish values in focus. By using something old fashioned and analog - a simple telephone.

The Swedish Number is open for anyone to call just by using a normal telephone, but only from abroad. Swedes register as "telephone ambassadors" simply by downloading an App.

Strategy:
The Swedish Tourist Association is an organisation with deep roots in Swedish tourism since 1885, running hotels and hostels all over Sweden. Their main objective is to develop tourism and to encourage both Swedes and foreigners to discover Sweden as a country.

The world is getting more uncertain, countries are shutting down ways of communication. The Swedish Tourist Association wanted to do the opposite - they wanted to sell Sweden with its peoples values and opinions, whatever they might be.

Since every Swede has his/her own perception of his/her country, every call becomes a unique description of Sweden.

On the web page theswedishnumber.com, you get the simple background, i.e. The Swedish Number film and statistics in real time regarding the campaign - number of calls, latest calling country, avarage calling time etc.

Execution:
The hub of the campaign was a tailor made sophisticated cloud-based switchboard. One of the largest in the world. The switchboard made sure that calls can only come in from outside Sweden and that it connects it to the next Swede in line to answer. That person is then moved to last in line.

If you have a Swedish phone number (+46) you can download The Swedish Number App from App-Store. Register your email and phone number, that's it, then you can start taking calls. The call shows up on your phone like a normal call.

Results:
The Swedish Number instantly spread rapidly across the globe. People from all countries found it on tens of thousands Live TV-Shows and News channels, Live radio shows, in newspaper articles, in blogs, on Twitter, on Facebook. Calls came in by the 100.000 and the Swedish people answering represented all parts of society - geographically, ages and opinions.

Nothing (ZERO!) was spent on bought media or seeding.

The results:
Total calls: 187.954
Swedish Phone Ambassadors: 34.069
No of countries calling: 186 (194 in the world)
Accumulated calling time367 days.
Longest call: 3h 42min

Total media impressions: 9.324 billion.
Media Value: 147 million dollars (US).


Integration

Gold Winner

Entrant: R/GA's Hustle, Los Angeles
Beats By Dre - "Straight Outta"

Corporate Name of Client: Beats By Dr. Dre

Client Marketing Directors: Omar Johnson/Jason White/Daryl Butler/John Solomon/
    Ed Alexander/Kristen Frasier/Stephanie Young/Jeramie Hopson/Peter Yoon/
    Jonathan Taylor

Media Companies: OMD, Los Angeles/PMG, Fort Worth

Media Planners: Matt Fox/Amy Jost/Lydia Kim

iAd Meme Experience/Paid Social, PMG : Nick Drabicky/Earl Hwang/Price Glomski/
    Devon Rosenberry/Natalee Cecil Geldert

Agency Account Manager: Shane Chastang

Agency Planning Directors: Poppy Thorpe/Kelsey Harmon

Advertising Agency: R/GA's Hustle, Los Angeles

Group Creative Directors: Will Esparza/Zach Hilder

Copywriter: Lesley Bea

Art Director: Ami Lewis

Agency Producer: Mark Demyanovich

Producer: Mark Demyanovich

Design Directors: Doug Alves/Stanley Chen

Designers: Alejandro Larramendi/Natalie Lui/Andy An

Photographer: Jonathan Mannion

Web Development Company: North Kingdom, Los Angeles

North Kingdom Meme Generator Design and Development: Daniel Ilic/Scott Hiers/
    Tracy Moore

Movie Studio Company: Universal Studios, Universal City

Record Company: Interscope Records, Santa Monica

Music Production Company: Beats by Dre, Culver City



Integration

Silver Winner

Entrant: J. Walter Thompson Costa Rica, San José
Teletica, Inamu, Fedefutbol Against Domestic Violence - "The Second Scoreboard"

Corporate Name of Client: TELETICA, INAMU, FEDEFUTBOL

Head of Client Services: René Picado Riba

Agency: J. Walter Thompson Costa Rica, San José

Worldwide Chief Creative Officer: Matt Eastwood

Chief Creative Officer: David Carvajal

Creative Director: Alan Calderón

Copywriters: David Carvajal/Alan Calderón

Art Directors: María José Fonseca/Adriana Barboza



Integration

Silver Winner

Entrant: McCann New York, New York
Lockheed Martin - "The Field Trip to Mars"

Corporate Name of Client: Lockheed Martin

EVP, Account Director: Lisa Nocella

VP, Account Director: Rik Koletar

Agency Account Supervisor: Chloe Scutt

Chief Strategy Officer, North America: Steve Zaroff

Agency Strategic Planners: Mike Medeiros/Jessica Mendoza

Agency: McCann New York, New York

Chief Creative Officers: Sean Bryan/Tom Murphy

North American Chief Creative Officer: Eric Silver

Global Executive Creative Director: John Mescall

Executive Creative Directors: Vann Graves/Dan Donovan

Group Creative Director: Josh Grossberg

Creative Director: David Waraksa

Copywriter: Joe Moon

Art Director: Kavon Johnson

Agency Producers: Chance Bassett/Kathy Love/Christine Lane

Agency Music Producer: Eric David Johnson

Technical Creative Director: Alexander Rea

Chief Production Officer: Nathy Aviram

Original Content Producers: Sebastian Savino/Eric Perini

Production Company: Framestore, New York

Senior Executive Producer: Theo Jones

Executive Producer: Jennifer Siegel

Producers: Sue McNamara/Graham Dunglinson

Music Producer: Eric David Johnson


Description of the Project:
The first manned mission to Mars is slated to occur within the next two decades. And while companies like SpaceX and movies like The Martian have recaptured the general public’s imagination with space, Lockheed Martin is actually making travel to Mars and deep space a reality, soon.

We’re already testing the spacecraft that will do it.  And because that first manned mission is coming so soon, we decided to inspire and prepare the people we’ll be bringing there, kids in school today.

So we started by creating 200 virtual square miles of Mars’ surface that was directly mapped to the real streets of D.C. The virtual experience showcased geological features, the Curiosity rover, a realistic base camp and even a massive Martian dust storm.

And then we bought a school bus.

We completely gutted the bus to install our custom-built switchable electric glass screens that transitioned from transparent to opaque, and paired them with 4K transparent LCD displays. We then re-outfitted the bus to make it look and feel like any other school bus.

By integrating our virtual Mars surface, custom screen technology, GPS, 3-axis accelerometer, magnetometer, and laser surface velocimeter, the bus became our virtual reality “headset”, creating the first-ever headset-free group virtual reality vehicle experience.

Our first riders, D.C.-area students, thought they were going on a normal field trip. But as the windows transformed to reveal the Martian landscape, we surprised them with a field trip unlike any other. By creating this first-of-its-kind technology to bring Mars to Earth, we’re using innovation to inspire an entire generation to realize how much further they can truly go with a little help from Lockheed Martin.


Integration

Silver Winner

Entrant: McCann Worldgroup Puerto Rico, San Juan
Primera Hora - "Pepito"

Corporate Name of Client: GFR Media

Agency: McCann Worldgroup Puerto Rico, San Juan

Chief Creative Officer: Aníbal E. Quiñones

Creative Director: Harold Jessurun

Copywriter: Aníbal E. Quiñones

Art Director: Harold Jessurun

Agency Producer: Alexandra Mendez

Editing Facility: McCann Worldgroup Puerto Rico, San Juan

Editor: David Arguello

Colour Company: McCann Worldgroup Puerto Rico, San Juan



Integration

Bronze Winner

Entrant: DDB Group Germany
Pink Ribbon Germany - "Check It Before It's Removed"

Corporate Name of Client: Pink Ribbon Germany

Head of Client Services: Matthias Schafhauser

Client Service Director: David Barton

Junior Corporate Communications Manager, Public Relations : Timo Giersch

Head of Corporate Communiactions, Taskforce: Laura Marolt

Agency Account Director: Catrin Schmid

Agency Account Managers: Paul Dombek/Nabila Korte

Agency Planner: Tom Hormann

Agency: DDB Group Germany

Chief Creative Officer: Eric Schoeffler

Executive Creative Director: Tom Hauser

Group Creative Director: Myles Lord

Creative Directors: Konradin Resa/Nikolai Diepenbrock

Copywriters: Edward Sedelius/Taria Hocke/Nikolai Diepenbrock

Art Directors: Lilli Langenheim/Isabella Jorgensen

Programmers: Bleech UG, Berlin

Social Media Manager: Philipp Ciba

Designers: Marc Kaufholz/Konradin Resa

Photographer: Hannes Caspar

Illustrator: Sebastian Hudert

Art Buyers: behind the scenes, Berlin

Motion Designer: Zong To

Artist Liaison Agency: Special Key, Berlin



Integration

Bronze Winner

Entrant: FRED & FARID
Prodiss - "Ma place est dans la salle"

Corporate Name of Client: Prodiss

Client Supervisors: Laurent Bentata/Arnaud Cazet

PR / Marketing Executives: Jalila Levesque/Marie-Julie Lorenzo/Aliou Maro

Agency Account Supervisors: Fred & Farid/Philippine Mesmin/Lucas Montenoise

Chief Creative Officer: Fred & Farid

Executive Creative Director: Olivier Lefebvre

Creative Directors: Stephane Gaubert/Thierry Buriez

Copywriters: Etienne Renaux/Julien Pierre Mallet/Nicolas Berthier

Art Directors: Etienne Renaux/Julien Pierre Mallet/Nicolas Berthier/Wentao Zhang

Agency Producers: Jeremie Woog/Robin Demoucron

Agency Print Producers: Christophe Convert/Maryline Segato

Agency Digital Producers: Arthur Gaudrie/Johanna Mangote/Emmanuel Clavier

Agency: FRED & FARID, Paris


Description of the Project:
November 13 2015, The ‘Bataclan’, a concert hall in Paris is attacked during a performance. An ideological attack against France, its culture and way of life.

One month after these tragic events, the French people were still traumatized.  In term of attendance, the decline nearly reach 80%. 

In only 10 days, working alongside for free, printers, producers, mobilized and a real act of solidarity appeared. A symbolic slogan that called for every Parisian, every French person to return to performances in a sign of resistance and struggle against the fear. Concert halls and theaters decided to unite and change the name of their shows to one unique slogan : MA PLACE EST DANS LA SALLE (MY PLACE IS AT THE SHOW) : More than 150 shows changed their name. 

We changed billboards and posters by adding our slogan. More than 250 artists invited to see the show have posted video from their own social media accounts to help spark viral word-of-mouth and fuel media coverage for the launch of the campaign. 

Target was the French people that used to go to out (theater, ballet, shows) but not only. We aimed at 66 millions french people and foreigners which are supporting them as well.

DURING THE NIGHT OF DECEMBER 18: All the shows were fully booked. Parisians shared through social medias their pictures of the posters and the shows. We relayed it all night long and mass media publications joined also the movement. 
> #MaPlaceEstDansLaSalle became #1 Trending Topic on Twitter. Even the mayor of Paris and the French Minister of Culture tweeted about the campaign. The operation resonated beyond our borders and we received messages of solidarity from all over the world.
 +171 Million twitter impressions in 24 hours
 + €1,8 Million earned media in 24 hours
2,38M press reviews


Integration

Bronze Winner

Entrant: McCann Paris, Paris
Mouvement du Nid - "Girls of Paradise"

Corporate Name of Client: Mouvement du Nid

Head of Client Services: Grégoire Thery

Media Company: IPG Mediabrands, Paris

Agency Account Supervisor: Bruno Tallent

Agency Account Director: Fiona Ferrier-Weil

Agency Account Managers: Coline Déchelette/Selim Boukhanef/Grégoire Talbot

Agency Strategic Planner: Shadi Razavi

Agency: McCann Paris, Paris

Executive Creative Directors: Riccardo Fregoso/Julien Chiapolini

Copywriter: Gilles Ollier

Art Director: Christophe Rambaux

Executive Agency Producers: Véronique Leblanc/Delphine Devaux

Agency Producer: Caroline de Genis

Agency Music Producer: Isabelle Créchet

Production Companies: MRM / McCann, Paris

Senior Executive Producer: Dragan Kontic

Executive Producer: Clément Hardouin

Producers: Vianney de Villier/Pierre-Yves Chassaigne

Editor: Medialab Technology

Sound Design Company: Capitaine Plouf, Paris


Description of the Project:
The radio message was part of a digital experience developed for the Mouvement du Nid, a nonprofit organization involved in the fight against prostitution. We created a fake escort website, girlsofparadise.sex, on which the prostitutes are already dead, but the clients don't know it yet. Each story is a reconstruction of a real case. When the potential client called or started to chat with one of them he thought was a real prostitute, he was tricked into hearing her real, tragic story. We created 3 radio spots out of these recordings. The radio message aired at a relevant time, one during which the French Parliamentarians was debating over a bill that would make it illegal to pay for sex. The campaign furthered the Mouvement du Nid's cause in helping draw attention to the importance of passing this bill.
The message begins with an announcement that the recording is authentic. A short conversation between the client and someone we think is Ines ensues. The client asks for information on her services and rates. Instead of giving the requested details, the girl answers that she is not Ines but a friend of hers and that Ines won't be available as she was thrown off a bridge by her pimp. The client is astonished. The message ends by stating it is a true story, that prostitution is a violent environment and invites the listener to help the Mouvement du Nid to help abolish prostitution.


Integration

Bronze Winner

Entrant: Ogilvy Germany
Mein Kampf - Against Racism - "Mein Kampf - Against Racism"

Corporate Name of Client:
    Gesicht Zeigen! An association encouraging people to stand against racism in Germany

Heads of Client Services: Uwe-Karsten Heye/Sophia Oppermann/Rebecca Weis

Media Companies: Mindshare, Frankfurt/Kinetic Worldwide Germany, Frankfurt

Media Planners: Christian Scholz/Dietmar Birkner

PR / Marketing Companies: Carlsberg & Richter, Munich/Stang PR, Berlin/Ogilvy PR, Frankfurt

PR / Marketing Executives: Claus-Martin Carlsberg/Barbara Stang/Anna-Karina Berels/
    Anna-Lena Daniels/Laura Kolb/Julia Steckel

Agency Account Managers: Carsten Kaiser/Stephen Kimpel/Patricia Podewin/
    Iskra Velichkova/Samet Akti

Agency: Ogilvy Germany

Chief Creative Officer: Dr. Stephan Vogel

Executive Creative Directors: Tim Stuebane/Birgit van den Valentyn

Creative Directors: Bjoern Kernspeckt/Stese Wagner/Sebastian Kraus/Daniela Schmidt

Copywriters: Janne Sachse/Anke Roell

Art Directors: Matthias Bauer/Philipp Bertisch/Andreas Richter/Stephan Westerwelle/
    Joschka Wolf/Collja Lorig/Michael Mogk

Agency Producer: Georg Ilse

Programmer: Robert Georgi

Social Media Strategy: Rochus Landgraf

Art Buyer: Martina Diederichs

Production Company: Tony Petersen Film, Berlin

Director: Florian Baeker

Producer: Florian Baeker

Post-Production Companies: Pirates ‘N Paradise/vividgrey.de, Berlin

Editor: Kathie Fischer

Photographer: Dominik Thomas Butzmann

Publishing House Company: Europa Verlag, Munich

Publisher: Christian Strasser

Production Print Company: H&O Frankfurt, Frankfurt

Print Producers: Uschy Koebe/Knud Schlaudraff

Copy Editor: Lutz Meier

Music Production Company: Pas de Deux, Berlin

Music Composer: Kris Steininger


Description of the Project:
Background:
Hitler’s “Mein Kampf“ (My Struggle), the Nazi propaganda book, can be published once again in Germany after its 70-year copyright expired – in a country struggling against new right-wing extremism. We had to create a strong stand against it on behalf of our client “Gesicht Zeigen!” – a non-profit association encouraging people to stand against racism.

Strategy:
1. Reclaim the conception of the words “Mein Kampf” from the Nazis.
2. Create a spectacular content triggering PR and social media buzz.
3. Wake up and encourage the silent majority to stand against racism.

Idea:
We wrote a counterbook and launched it at the same time of the re-publication of "Mein Kampf": "Mein Kampf – against racism"! It features 11 people and their courageous struggle against racism. Touching stories of people like granny Irmela Mensah-Schramm who removes Nazi graffiti or MTV host Wana Limar who had to face hate as a refugee child.

Execution:
Our integrated campaign made our book the relevant topic across society:
- Bookmailing activating influencers.
- Lectures triggering PR.
- Provocative posters around bookstores.
- Social media campaign spreading the news and content.

Results:
- Top 15 bestseller on Amazon 
- 645 million contacts via earned media worth Euro 14.8 million.


Integration
Multi-platform Campaign

Gold Winner

Entrant: Colenso BBDO, Auckland
DB Export - "Brewtroleum"

Corporate Name of Client: DB Breweries

Head of Account Management: Angela Watson

Business Director: Brodie Reid

Experiential Busines Director: Nick Harvey

Experiential Senior Account Manager: Kate Boekhorst

Client Marketing Directors: Maud Meijboom-van Wel/Sean O'Donnell

Media Company: SparkPHD, Auckland

PR / Marketing Company: Spark PR, Auckland

Head of PR/Activation: Paul Gunn

Marketing Manager: Tony Wheeler

Managing Director: Andy Routley

Agency Account Executive: Jacob Douglas

Agency Account Manager: Mitch Lovich

Head of Planning: Andy McLeish

Agency Planning Director: Neville Doyle

Creative Chairman: Nick Worthington

Executive Creative Director: Andy Blood

Senior Copywriter: Simon Vicars

Copywriter: Matt Lawson

Senior Art Directors: Brett Colliver/Andre Sallowicz

Head of Broadcast: Jen Storey

Agency Producer: Scott Chapman

Project Manager: Lucy Grigg

Production Company: Scoundrel, Sydney

Director: Tim Bullock

Producer: Adrian Shapiro

Director of Photography: Crighton Bone

Post-Production Company: Blockhead, Auckland

Animation Company: Blockhead, Auckland

Editors: Adam Wills/Stephan Coorey

Sound Design Company: Franklin Road

Music Production Company: Nylon Studios

Music Composer: Mark Allen

Agency: Colenso BBDO, Auckland


Description of the Project:
Global beer consumption is in decline. In New Zealand, it’s at its lowest since World War 2. So, to promote DB Export, we created a brilliant reason to drink more beer. 

After six months of R&D we created Brewtroleum - a biofuel made from the yeast leftover after brewing DB Export. Brewtroleum reduced carbon emissions by 8%, meaning every time a man drank DB Export he was helping to save the world.  

Up and down the country, men rallied to the planet’s defence. Thanks to their dedicated drinking we turned 58,000 tonnes of yeast slurry into 300,000 litres of biofuel – enough to supply 62 service stations around the country and to open our own flagship Brewtroleum station. Every day for six weeks, a fully branded super tanker travelled the country delivering Brewtroleum to the pumps, where it sold for $2.09 a litre. 

Through TV, digital, outdoor, and on-pack advertising we encouraged men to keep drinking DB Export to ensure our supply of Brewtroleum never ran dry. 

Suddenly men were no longer drinking beer, they were saving the world. Every sip made a difference, and every party was for the planet. 

In a beer market declining at a rate of 6%, sales of DB Export increased by an unprecedented 10%, making DB Export the fastest growing beer brand in the country. Brewtroleum won New Zealand’s highest sustainability honour, and Heineken Global are now rolling the idea across 50 of their biggest breweries.


Integration
Multi-platform Campaign

Gold Winner

Entrant: Grey New York, New York
States United To Prevent Gun Violence - "Gun Shop"

Corporate Name of Client: States United To Prevent Gun Violence

Agency Account Supervisor: Linda Bennett

Agency: Grey New York, New York

Global Chief Creative Officer: Tor Myrhen

Worldwide Chief Creative Officer: Per Pedersen

Chief Creative Officer: Andreas Dahlqvist

Executive Creative Directors: Stephen Krauss/Ari Halper

Creative Directors: Joao Coutinho/Marco Pupo/Han Lin

Copywriter: Marco Pupo

Art Directors: Joao Coutinho/Ryan Hoelting

Executive Agency Producers: Bennett McCarroll/Cecelia Critchley/John Grudzina/
    Dante Desole

Agency Producers: Floyd Russ/Emily Darby/Kathy Corrigan/Amy Rosen/Zachary Pollakoff

Project Manager: Emma Tonetti

Production Managers: Stephen DeAngelis/Dawn Kerr

Production Company: Rival School Pictures, New York

Director: Andrew Lane

Senior Executive Producer: James Blom

Editing Facility: Vision Post, Gresham

Editors: Dominick Martimucci/Steve Hafner/Michaela Moriarty

Colour Company: The Mill NY, New York

Colourist: Mike Rossiter

Design Company: Magic Bullet Records

Designer: This Will Destroy You

Art Buyer: Jayne Horowitz



Integration
Multi-platform Campaign

Gold Winner

Entrant: Leo Burnett Madrid, Madrid
Christmas Lottery - "Justino"

Corporate Name of Client: Loterias y Apuestas del Estado

Agency: Leo Burnett Madrid, Madrid

Chief Creative Officer: Juan Garcia-Escudero

Executive Creative Director: Jesús Lada

Creative Directors: Ignacio Soria/Arturo Benlloch

Copywriter: Arturo Benlloch

Art Directors: Ignacio Soria/Zarik Ahuir

Agency Producers: Nico Sanchez/Esther Garcia

Production Companies: Blur/Passion Pictures

Director: Against all odds

Executive Producer: Mario Fornies

Producer: Pablo Garcia

Animator: Against all odds



Integration
Multi-platform Campaign

Gold Winner

Entrant: Venables Bell & Partners, San Francisco
REI - "#OptOutside"

Corporate Name of Client: REI

Head of Client Services: David Corns

Media Company: Starcom MediaVest Group

PR / Marketing Company: Edelman

PR / Marketing Executives: Tamra Strentz/Jessica Chromy/Tyler Gray/Lisa Kovitz/
    Liz Foster

Agency Account Supervisor: Krista Muir

Agency Account Manager: Ariel Rosen

Agency Strategic Planner: Mike Riley

Communications Strategy Director: Gavin Jones

Business Leader: Colleen McGee

Agency: Venables Bell & Partners, San Francisco

Executive Creative Director: Will McGinness

Creative Director: Lee Einhorn

Copywriter: Adam Wolinsky

Art Director: Avery Oldfield

Director of Integrated Production: Craig Allen

Agency Producer: Jake Grand

Project Manager: Shannon Fischer

Production Company: Tool of North America

Director: Benji Weinstein

Senior Executive Producers: Raquel Bedard/Anna Fields

Executive Producer: Lori Stonebraker

Line Producer: Jason Manz

Director of Art Production: Jacqueline Fodor

Senior Integrated Producer: Marc McLean

Director of Experience Design: Jeff Teicher

Head of Strategy: Michael Davidson

VFX Company: Brickyard Vfx

Editing Facility: HutchCo Technologies

Editors: Jim Hutchins/Patrick O'Leary

Designers: Jarrett Carr/Nicola Broderick


Description of the Project:
Outdoor retailer REI exists to get people outside. In 2015, we did something unprecedented in pursuit of just that.

On the biggest shopping day of the year, Black Friday, REI closed all 143 of its stores. Employees were paid to spend the day outdoors and all of America was invited to #OptOutside with REI.

An integrated campaign was created to spread the #OptOutside movement across PR, TV, print, out of home, digital, influencer and social outreach. An online hub equipped the movement’s growing ranks with everything they needed to spend Black Friday outdoors.

When the dust had settled, REI’s bold stance had shaken the entire retail landscape. The campaign earned 6.7 billion media impressions and 1.2 billion social impressions. 150 businesses followed REI’s lead and hundreds of national parks opened their doors for free. Most importantly, 1.4 million people took the same stance on Black Friday: #OptOutside.


Integration
Multi-platform Campaign

Gold Winner

Entrant: Y&R NZ, Auckland
Burger King - "McWhopper"

Corporate Name of Client: Burger King Corporation

Client Marketing Director: Fernando Machado

Media Company: Y&R Media, Auckland

Media Planners: Nicky Greville/Marie-Claire Manson

Agency Account Director: Victoria Meo

Agency Planning Director: Jono Key

Agency: Y&R NZ, Auckland

Chief Creative Officer: Josh Moore

Creative Director: Tom Paine

Head of Production: Liz Rosby

Agency Producers: Sacha Moore/Melissa Logan

Production Companies: Flying Fish, Auckland/SET Creative, Portland

Digital Company: Resn, Wellington

Social Media Company: Code & Theory, New York

VFX Company: Mandy VFX, Auckland

Animation Company: Assembly, Auckland

Sound Design Company: Liquid Studios, Auckland

Design Company: Turner Duckworth, San Francisco

Senior Designer: James Wendelborn

Photographer: Fraser Clements


Description of the Project:
To raise awareness of United Nations Peace Day, Burger King published an open letter in press and social media, calling for a ‘burger wars ceasefire’ with corporate rival McDonald’s. BK proposed the two restaurants join forces to create a symbolic hybrid burger – the McWhopper. The letter invited McDonald’s to learn more at mcwhopper.com – a hub of shareable content, supported by print and outdoor. When McDonald’s contentiously turned down the offer, tens of thousands of people created and shared DIY McWhoppers online. Meanwhile, four other restaurants got onboard and together the historic ‘Peace Day Burger’ was created and served on Peace Day 2015.


Integration
Multi-platform Campaign

Silver Winner

Entrant: CP+B, Boulder
Kraft Mac & Cheese - "Blind Taste Test"

Corporate Name of Client: Kraft Heinz

Media Company: Starcom Mediavest Group, Chicago

PR / Marketing Company: Olson Engage, Chicago

Agency Account Directors: Evan Russack/Kelly Olech

Agency Strategic Planner: Kaylin Goldstein

Agency: CP+B, Boulder

Chief Creative Officer: Ralph Watson

Executive Creative Director: Adam Chasnow

Creative Director: D’Arcy O'Neill

Copywriter: Emily Salas

Art Director: Tyler Gonerka

Head of Production: Kate Hildebrant

Executive Agency Producer: Deb Drumm

Agency Producer: Jamie Slade

Production Company: Hungry Man, Los Angeles

Director: Hank Perlam

Executive Producers: Mino Jarjoura/Nancy Hacohen

Director of Photography: Eric Steelberg

Line Producer: Caleb Dewart

Editing Facility: The Now Corporation, New York

Editors: Owen Plotkin/Jessica Dowling


Description of the Project:
In April 2015, Kraft announced they would be removing artificial flavors, preservatives and dyes from their macaroni & cheese. While some people were ecstatic, lots of Kraft loyalists were extremely worried that taking out the artificial stuff would change the iconic Kraft Mac & Cheese taste that Americans have loved for almost 80 years.
 
We were tasked with advertising the new recipe, but we quickly learned that the power of suggestion is strong. Heck, people swore they could taste a difference when Kraft first announced this change was coming, and the new recipe wasn’t even on shelves yet.
 
So we decided not to advertise the change at all.
 
Although Kraft had originally planned to begin advertising the new recipe when they started selling it in 2015, we counseled them to stay quiet for a few months to prove no one would notice a change in taste. In September 2015, Kraft began printing 50 million new boxes that looked exactly like their old ones, updating only the ingredient label to covertly sell the new recipe. They began shipping these boxes to stores nationwide in November 2015. In December 2015, stores began selling the new recipe, unbeknownst to their employees or their customers.
 
On March 7, 2016, we announced that we had successfully pulled off the World’s Largest Blind Taste Test, and the results were just what Kraft had hoped – virtually no one noticed a change in taste.
 
March 7, 2016 was also the date that we launched all of our media explaining what we had done. The TV introduced millions to the story, while the website and online video went deeper. Magazine ads, banners, social posts, radio, in-store, a Snapchat integration and vast media coverage helped drive home the message.


Integration
Multi-platform Campaign

Silver Winner

Entrant: McCann London, London
Xbox / Tomb Raider - "Survival Billboard"

Corporate Name of Client: Microsoft

Xbox EMEA Head of Advertising: Michael Flatt

Media Companies: EMT/Dentsu Aegis, London

PR / Marketing Company: Edelman, London

Agency Senior Account Executive: Sailesh Jani

Agency Account Executive: Charlotte Walters

Agency Account Director: AJ Coyne

Agency Account Manager: Charlotte Habin

Agency Planner: Thomas Keane

Agency: McCann London, London

Chief Creative Officers: Rob Doubal/Laurence Thomson

Creative Directors: Sanjiv Mistry/Jamie Mietz

Copywriters: Jim Nilsson/Sanjiv Mistry/Anja McGuiness

Art Directors: Jacob Björdal/Jamie Mietz

Head of Production: Sergio Lopez

Executive Agency Producer: Tom McLoughlin

Agency Producers: Clare Mann/Lois Newcombe/Chris Cartwright

Integrated Creative Director: Chad Warner

Design Director: Michael Thomason

Design Studio: Ellis Faint/Liam White/Muhammad Qasim

Graphic Designers: Colin Lee/Danny Elliot

Production Companies: Momentum Worldwide, London/Hothouse, London/Attention Seekers, London

Digital Production Company: MRM, London

Editing Facility: CRAFT Worldwide

Editors: Andy Tusabe/Paul Jenkinson

Sound Engineers: Tim Sutton/Chris Gilbert


Description of the Project:
Challenge:
Big video games, like big movies, launch with a huge outdoor presence. It’s become the battleground for new game launches. Yet most outdoor ads are glanced at for just 8 seconds. So how could Xbox get gamers to engage with the launch of the gritty new Tomb Raider reboot during the busiest game launch period in history?

Solution:
Turn an advertising channel into an entertainment channel. Survival Billboard was a single billboard that reached the world, as the action taking place on it was live streamed on Twitch, the Xbox dashboard, banner ads, digital OOH and a dedicated microsite. The public gave up on sleep to watch the billboard, to control the weather that the participants were enduring, as well as to support, discuss and speculate about alliances and romances. The winner lasted 22 grueling hours, yet In that one day, and with the help of several touchpoints, the oldest advertising medium was reinvented as a gripping reality show.

Results:
8 minutes average dwell time (vs. 8 seconds for a regular billboard)
£3.8 million in earned media 
11000 viewers for 22 hours straight
1000 weather votes per hour
3.5 million views 
32000 comments in 22 hours


Integration
Multi-platform Campaign

Silver Winner

Entrant: McCann London, London
Xbox / Halo - "Squadvertiser"

Corporate Name of Client: Microsoft

Head of Advertising, Xbox EMEA: Michael Flatt

Media Companies: EMT/Dentsu Aegis, London

PR / Marketing Company: Edelman, London

Agency Senior Account Executive: Sailesh Jani

Agency Account Executives: Charlotte Walters/Alice Parker/Rami Noumann

Agency Account Director: AJ Coyne

Agency Account Manager: Tom Oliver

Agency Planner: Thomas Keane

Agency: McCann London, London

Chief Creative Officers: Rob Doubal/Laurence Thomson

Creative Directors: Sanjiv Mistry/Jamie Mietz

Copywriter: Jim Nilsson

Art Director: Jacob Björdal

Head of Production: Sergio Lopez

Agency Producers: Dheerna Parmar/Clare Mann

Integrated Creative Director: Chad Warner

Creative Technologist: Andrei Andreescu

Retoucher: John Martin

Production Company: Momentum Worldwide, London

Digital Company: MRM, London

Digital Designer: Colin Lee

Editors: Daniel Good/Paul Jenkinson

Design Director: Michael Thomason

Graphic Designer: Danny Elliot

Design Studio: Ellis Faint/Liam White/Robert Freeman/Amelie DeRoche


Description of the Project:
Challenge:
Xbox wanted more gamers to play Halo 5’s multiplayer. But multiplayer is only as good as the multiplayers. And currently, there’s no way to guarantee getting good teammates. Team formation involves being randomly matched with other players, many of whom are selfish, or abuse and betray you.

Solution:
Squadvertiser. It’s Halo meets HR. Rather than advertising Halo, Xbox launched a digital tool that let teams advertise for new teammates. With Squadvertiser they could create customised recruitment ads, specifying precisely the candidate they were targeting. These ran as billboards, banners, print and social media to get teams’ needs in front of a wide audience of potential recruits. All these media always led back to the central utility, creating a coherent user journey from channel to channel that helped to build the idea.
 
Results:
For the first time, Halo gamers could ‘hire’ who they wanted, forming lasting friendships in the process, leading to more Halo being played.
- Squadvertiser is used by 9000 gamers daily
- Ads have a 17% response rate
- Halo 5 became the most-played game on Xbox Live


Integration
Multi-platform Campaign

Bronze Winner

Entrant: adam&eveDDB, London
John Lewis - "The Man on the Moon"

Corporate Name of Client: John Lewis

Client Marketing Directors: Craig Inglis/Rachel Swift

Media Company: Manning Gotlieb OMD, London

Manning Gotlieb OMD CEO: Tim Pearson

Manning Gotlieb OMD Senior New Business Manager: Clare Peters

Manning Gotlieb OMD Account Director: Ric Roberts

Agency Account Director: Caroline Grayson

Agency Planning Director: David Golding

Managing Partner: Tammy Einav

Business Director: Miranda Hipwell

Agency: adam&eveDDB, London

Chief Creative Officer: Ben Priest

Executive Creative Directors: Ben Tollett/Richard Brim

Creative Director: Till Diestel

Copywriter: Miles Carter

Art Director: Sophie Knox

Illustrator: Steve Dell

Executive Agency Producer: Cave Ellson

Agency Producers: Lucie Georgeson/Brittany Littlewood/Maebh Kelly/Amy Coomber/
    Bethany Harrington/Nicholas Akinnibosun

Design Company: Stanley's King Henry, London

Designers: Santi Rey/Chris Holiday/Cris Jones

Production Company: Somesuch, London

Director: Kim Gehrig

Executive Producer: Tim Nash

Producer: Lee Groombridge

Director of Photography: Andre Chemetoff

Post-Production Company: The Mill, London

Post-Producers: Gemma Humphries/George Reid

VFX Company: The Mill, London

VFX Supervisors: Hitesh Patel/Jonathan Westley

Editing Facility: Trim, London

Editor: Tom Lindsay

Sound Design Company: Factory Studios, London

Music Production Company: Leland Music, London

Music Producers: Abi Leland/Ed Baille



Integration
Multi-platform Campaign

Bronze Winner

Entrant: Jung von Matt, Hamburg
EDEKA - "Home for Christmas"

Corporate Name of Client: EDEKA Zentrale AG & Co. KG

Client Account Manager: Annika Burchert

Agency: Jung von Matt, Hamburg

Executive Creative Director: Jens Pfau

Copywriters: Christian Moehler/Simon Urban

Art Director: Tim Hartwig

Agency Producer: Johannes Haverkamp

Graphic Designer: Matthias Walbroel

Production Company: Tempomedia Filmproduktion, Hamburg

Director: Alex Feil

Executive Producer: Vera Portz

Producer: Justin Niklas Mundhenke

Director of Photography: Carlo Jelavic

Editing Facility: nhb video, Hamburg

Editor: Sabine Panek

Music Production Company: Supreme Music, Hamburg

Music Composer: Florian Lakenmacher



Integration
Multi-platform Campaign

Bronze Winner

Entrant: Rethink, Toronto/Montreal/Vancouver
AAUW - "#TheReal10"

Corporate Name of Client: AAUW

Agency Account Managers: Marie Lunny, Kinley Lagrange

Advertising Agency: Rethink

Advertising Agency Cities: Toronto/Montreal/Vancouver

Agency: WONGDOODY, Los Angeles

Creative Directors: Aaron Starkman/Pam Fujimoto/Chris Staples/Ian Grais

Copywriters: Jamie Umpherson/Ronnie Lee

Art Directors: Marie Richer/Pam Fujimoto

Agency Producers: Narine Artinian/Monika Ghobrial/Jessica Goodwin

Digital Strategist: Damara Dikeou

Director: Thomas Dagg

Director of Photography: Thomas Dagg

Editor: Thomas Dagg

Developer: Michelle Asp

Audio House Company: RMW Music, Toronto

Audio House Producer: Dustin Anstey