MediaPost - OMMA Awards

Excellence in Online Advertising

Advanced TV: North Carolina 911 Case Study by Spectrum Reach for North Carolina 911
North Carolina's emergency response services had a shortage of qualified 911 operators. They developed a comprehensive advertising strategy for a statewide campaign that informed potential candidates about job opportunities, motivated them to apply, and guided them toward starting a new career. This multiplatform campaign was highly successful generating: +32% Overall Site Traffic increased by 32% year over year. +45% Time Spent on Site. +32% New Users. 20X More Career Page visits to the 911 Telecommunicator careers page have increased from 1,800 to over 37,000.
Credits: Cindy Morgan, Account Executive, Spectrum Reach; Nissan Rogue Two-Screen Reveal by Infillion and OMG for Nissan
Nissan wanted to position itself as an innovator and achieved this with a CTV campaign for the 2024 Rogue. They built a winter-themed unit from a first-person perspective. The ad opens with the user in the driver’s seat of a Nissan Rogue with a windshield covered in ice and fog. Users are able to wipe the ice off the windshield on their TV’s screen by swiping on their phones and revealing the frosty landscape to investigate exterior hotspots. Interaction rates far outpaced benchmarks.
Affiliated Agency: TBWA\Chiat\Day, Creative Agency
Credits: Nissan North America · Terri Welch, Sr. Manager, Marketing Communications · Monica Rodriguez, Strategy & Social Media, Marketing Communications · Erich Marx, Director, Marketing Communications · Tony Weeks, Sr. Manager, Media Nissan United / OMG / TBWA\Chiat\Day · Gabriela Balaguer, Sr. Business Manager · Barney Baxter, Business Lead · Javi Smartt · Victoria Lyons, Sr. Art Director · Briatni West, Sr. Copywriter · Basil Cowieson, Group Creative Directory · Tim Bosch, Sr. Director · Haitham Abdo, Manager, Digital Media Activation · Christina Gazivoda, Sr. Associate, Digital Activation · Nikola Zivkovic Infillion · Mark Starzynski, Principal Client Partner · Dylan Klein, Client Success · Jim Richardi, VP, Production · Brian Cullen, VP, Creative Strategy · Felipe Reyes, Sr. Graphic Designer · Pedro Ramirez, Art Director; Cartier and Teads Unveil World’s First 3D CTV Native and Omnichannel Video Campaign by Teads for Cartier
Cartier sought to showcase these distinctive features of the Santos’ Men’s watch through a combination of across-screen premium formats, including Connected TV (CTV) native with 3D ad units targeting luxury consumers, and interactive in-stream 3D ads on the premium open web. They set out to create brand awareness for the company’s Santos’ Men’s watch. The campaign successfully achieved premium reach by delivering content to high-value audiences across screens, drawing 6,850,694 total impressions through 10,169 clicks and 2.45MM impressions for its CTV Native 3D unit.
Credits: Teads Studio, Teads, marketing-us@teads.com Lily Givoni, Head of Luxury, US, Lily.givoni@teads.com

Advertising/Promotion Web site or Microsite: On-Demand Quick Care Video Visits by Advocate Health for Advocate Health Care
Video content and a focus on mobile and the consumer experience are the highlights of this campaign. The campaign landing page promotes Advocate Health Care's telehealth options. Optimized with SEO and offering a link to the Quick Care Video Visits section, the campaign provides detailed information and instruction, with a LiveWell app that will help consumers with the process of setting up and having a video visit from their mobile device.
Credits: Amy Muelbauer - Digital Content Manager, Advocate Health Carrie Rasberry - Digital Operations Manager, Advocate Health Daniel Bentkowski - Digital Design Manager, Advocate Health Joe Bennet - Digital Marketing Manager, Advocate Health; Flamin' Hot University by Goodby Silverstein & Partners for Frito-Lay
The Flamin' Hot University campaign was launched during a student-loan crisis, when graduates of historically Black colleges and universities (HBCUs) in particular faced debt challenges. Featuring recipes, TikTok creator content and FU-themed school merchandise, it drove 4.2 billion earned media impressions and 1.5 million engagements across social -- 53x higher than the benchmark. The site drew 43,000 visitors, with an 85% lift in Flamin’ Hot product sales from the digital marketplace -- and the campaign raised $175K to send HBCU students to school.
Credits: Ad Agency: Goodby Silverstein & Partners Client: Frito Lay Title of Creative Work: Flamin University Live Date: September 2023 Creative Co-Chairman: Jeff Goodby Co-Chairman: Rich Silverstein CCO: Margaret Johnson Creative Director: Stefan Copiz & Eamonn Dixon Associate Creative Director (Art): Ricardo Matos Associate Creative Director (Writer): Patrick Matzenbacher Associate Creative Director (Writer): Otto Pajunk Copywriter: Clark Chamberlin Art Director: Jason Gan Production Head of Production: Jim Haight Executive Producer: Sara Ward Executive Producer: Nick Miller Producer: Nick Goldsmith Art Producer: Noah Dasho Photographer: Quinn Gravier Account Services Group Account Director: Chris Nilsen Account Director: Mckenzie Badger, Katie Rubin Account Manager: Ellen Miller, Daney Ramirez, Caroline Lee Assistant Account Manager: Caleb Mahlungulu Brand and Communication Strategy Brand Strategy Director: Cassidy Wilber, Shaza Elsheshtawy, Gabriella Dishotsky Group Communication Strategy Director: Caitlin Neelon Communication Strategy Director: Jacob Sperla Brand Strategist: Kelly Kikuchi Junior Communication Strategist: Mahima Silwal Business Affairs Director of Business Affairs: Judy Ybarra Business Affairs Manager: Howie Mapson Broadcast Traffic Manager: Rowena Cuejilo Production Company Company name: Prettybird Director: Calmatic Director of Photography: Logan Triplett Executive Producer: Jeanne Stawiarski Producer: Dennis Beier Production Designer: Christian Zollenkopf Editorial Company Company name: Arcade Edit Editor: Kyle Brown Cutting Assistant: Paulo Miramontes Assistant Editor: Fernando Raigoza Senior Producer: Tom Barnett and Alexa Atkin Berman Head of Production: Megan Dahlman Executive Producer: Crissy DeSimone Telecine Company name: JAMM Colorist: Adam Scott Color Assist: Carver Moore Color Producer: Jon Lazar Executive Producer, Color: Asher Edwards VFX/Finishing Company name: JAMM Executive Producer: Asher Edwards Producer: Justine Pregler and Anne-Marie DePauw Artists: Patrick Munoz VFX Supervisors: David Mellor and Patrick Munoz Company name: JAMM VFX Supervisors and Lead Compositor: Patrick Munoz Set Supervisor: David Mellor Flame Artist: Tim Robbins Flame Artist: Mark Holden Flame Artist: Alex Snookes Flame Artist: Ryland Johnson Nuke Artist: Kevin Pierce Nuke Artist: Jake Bohringer CG Supervisor: Zak DiMaria CG Artist: Ana Blanco CG Artist: Shao Chen CG Artist: Elyse Resseguie Producer: Justine Pregler Production Coordinator: Anne-Marie DePauw Executive Producer: Asher Edwards Mix Company name: Lime Senior Engineer: Joel Waters Assistant Engineer: Kris Huayta Producer: Cassie Underwood Executive Producer: Susie Boyajan Media: OMD Group Media Director, Integrated Planning: Kim Forrester Associate Director, Integrated Planning: Allison Gordon Manager, Integrated Planning: Shayna Butera Manager, Integrated Planning: Rachel Jadis PR: Ketchum Vice President, Group Manager: Travis Culver Vice President: Jacqueline Jones Account Supervisor: Kelsey Maddoux Social: Vayner VP Group Account Director: Anne Flavin Account Director: Alaina Zuniga Associate Strategy Director: Seva Mangat Associate Strategist: Emma Hochman Strategist: Olayinka Ajibola Associate Creative Director: Ben Schneider Associate Creative Director: Mckailey Carson Associate Creative Director:: Nick Greenberg Digital/Website: David and Goliath Executive Creative Director: Josh Miller Associate Creative Director: Ambrosio Ballon Senior Comms Planner: Emma Merber Communications Strategist: Alanie Abron; Pennie 2024 Open Enrollment (OE) by Harmelin Media for Commonwealth of PA, Pennie
The campaign goal for Pennie, Pennsylvania's Health Insurance Marketplace, was to enroll 375,000 customers and lower the cost of coverage. It featured influencer marketing, targeting and display with tiered outreach for major metropolitan areas, and focused on areas with declining enrollment. The campaign drove 685,000 organic and paid engagements, and its Open Enrollment surpassed the client goal by 16% for 2024 with total 2024 enrollment of 434,571 and new enrollment of 89,745 exceeding 2023 by 14% - and every county had a YoY enrollment increase.
Affiliated Agency: Bravo Group; Hoffmann Murtaugh
Credits: Irene Neveil, VP, Harmelin Media David Sexton, Director, Harmelin Media Jesse Hein, Associate Director, Harmelin Media Caitlin MacGregor, Senior Strategist, Harmelin Media Brooke Fullman, Associate Director, Harmelin Media Mollie Dronson, Associate Director, Harmelin Media Chachi Angelo, Director of External Affairs, Pennie Kelsey Cameron, Marketing and Communications Manager, Pennie Nabil Laayouni, Multimedia Designer, Pennie Mary McCarty, Digital Marketing Specialist, Pennie Bria Moten, Social Media Coordinator, Pennie Lee Rowley, Marketing Communications Associate, Pennie

Artificial Intelligence: Memorial Day Moment of Truth by KINESSO for Amazon / Ring
Amazon Ring needed to rethink its Search strategy in advance of Prime Day and the winter holidays. KINESSO helped to create a generative AI strategy that started on Memorial Day. The strategy created a 40% reduction in time spent crafting copy through AI, resulting in more time to optimize overall campaign performance. It led to higher click through rates and lower costs per click, more sales, and one of Amazon’s most successful Prime Day sales event.
Credits: Allison Springer – Head of Growth, Amazon Ring Jillian Murray – Sr. Manager Digital Marketing, Amazon Ring Spencer Helm – VP, Performance Media, KINESSO Maksym Khavrashchuk – Director, Paid Search, KINESSO Dan Lomas – Manager, Paid Search, KINESSO Andrew Howe – Associate, Paid Search, KINESSO YuJin Hur – Associate, Paid Search, KINESSO; See You There by Initiative Canada for Black & Abroad
The See You There project began as a digital experience for Black & Abroad to highlight the 2024 travel season using photographs of customers and generative AI, but the team quickly discovered it’s all in the data because, typically, racial bias is woven into ways the way AI models are built and trained. Initially, photos of guests at Machu Picchu ruins in Peru generated an 85% failure rate in depicting subjects in photos as Black. AI models were able to generate guest images in Barcelona without issue, but when adding the prompt “tapas bar,” the failure rate jumped to 92%. By training it’s the models on its own data, and using careful prompt engineering to steer clear of some latent biases – the team eventually got the images needed.
Affiliated Agency: McCann Canada (Creative)
Credits: Black & Abroad Eric Martin - Chief Creative Officer & Co-Founder Kent Johnson - Chief Strategy Officer & Co-Founder Initiative Sammy Rifai - Chief Strategy Officer Chris Gairdner - VP, Head of Creative Partnerships Christian Kern - Group Director, Strategy Samantha Rosenberg - Director, Creative Partnerships Hawie Kenea - Senior Communications Designer Bethany Coke - Senior Communications Designer Ramzi Thabit - Project Manager Kinesso Olivier Leblond - Senior Vice President, Client Strategy & Growth Debrani Ghosh - VP, Performance Solutions Delivery Vivek Menon - Senior Director, Data Strategy Roksolana Plysyuk - Associate Director, Audience Strategy Tyler Dmytrow - Vice President, Head of Social McCann Canada Ian Mackenzie - Chief Creative Officer Pedro Izzo - Creative Director Sydney Gittens - Art Director Leo Ding- Copywriter Thiago Santarem - Senior Product Designer Colin Craig - Executive Creative Director Elijah Di Gangi - Associate Creative Director Arnaud Icard - Group Director, Product Development Stef Fabich - SVP, Director of Production Nikhil Bijlani- Project Manager Gary Gimelfarb - Director of Production Abdul Dau - Senior Analyst Mitch Wong - Associate Strategy Director Luis Pinto - Senior Manager, Platforms David Imbrogno - Senior Email Developer Anthony Pilger - Developer Jason Kan - Motion Designer Jean-Pierre Goulet - Photo Retoucher Dan Dragicevic - Production Designer Bradley Hodgkinson - Production Lead Ryan Timms - President Stefanie Kubanka - EVP, Managing Director Elizabeth Sellors - Chief Operating Officer Production: The Den Editorial Tania Mesta - Editor Gabe Sanchez - Colorist Laura Macauley - Managing Director Jennifer Mersis - Executive Producer Kortney Rubottom - Sr. Producer Case Production: School Editorial Lauren Horn - Editor Steve Villeseche - Producer Yumi Suyama - Executive Producer Audio: Grayson Music Group Nicholas Shaw - Senior Producer Mark Domitric - Voice/Session Director Vlad Nikolic - Engineer Shutterstock Meeckel Beecher - Global Head, Diversity, Equity and Inclusion and Social Responsibility Lori Rodney - Head of Global Communications Kristie McCrory - Contributor Strategist Greg Wizman - Agency Lead, Shutterstock Studios John Lapham - General Counsel; The Unlikeliest Reviewer by The Shipyard for San Francisco Ballet
San Francisco Ballet and The Shipyard tackled the battle between AI and the arts. Despite AI’s advancements, its inability to understand emotions like humans made it unqualified to support the campaign. Until the team found correct prompts, getting ChatGPT to show emotions in a way similar to humans. Critical reviews were set over AI-manipulated imagery of dancers. The campaign ran across OOH, digital, and social media, driving online conversations with organic social reaching 32 million people. Mentions of the San Francisco Ballet rose 388% season over season. “Mere Mortals” became the Ballet’s highest revenue mixed-repertory show in 19 years.
Credits: Dave Sonderman, Chief Creative Officer, The Shipyard Dan Crumrine, Associate Creative Director, The Shipyard Eric Davis, Associate Creative Director, The Shipyard Mark Hillman, Executive Creative Director, The Shipyard Mauro Borges, Creative Director, The Shipyard Elizabeth Kim, Production Designer, The Shipyard Jenny Barthe, VP, Group Director of Account Strategy, The Shipyard Courtney Costamagna, Group Account Director, The Shipyard Wade Bare, Account Supervisor, The Shipyard Christina Staal, Executive Producer, The Shipyard Matt Falkenthal, Editor, The Shipyard Lindsey Rallo, Photographer, San Francisco Ballet David Occhipinti, Performer, San Francisco Ballet Samantha Bristow, Performer, San Francisco Ballet, Chief Marketing Officer, Lisa Poppen, San Francisco Ballet

Blogs: Happiest places to retire. How we turned custom survey data into a top driving blog. by NP Digital for SoFi
SoFi turned custom survey data into a top driving blog. After pitching content to local media outlets located in the top target cities, SoFi secured 338 total pieces of coverage (308 backlinks and 30 brand mentions) from 62 unique domains in 6 local markets across the US and an on-air news segment. 86% of users to the findings published on SoFi's site were new users. During the promotion period, search interest for "SoFi IRA" was at its highest over a 12-month period.
Credits: Shauntae Joseph , Account Director , NP Digital Nikki Brandemarte, SEO Strategist, NP Digital Nichole Wiza, Sr. Content Production Lead , NP Digital Alex Creek, Sr. Digital PR Lead, NP Digital Caryl Anne Crowne, Digital PR Manager, NP Digital Jeff Caspersen, Jr., Editor, NP Digital Jeff Tucker, SEO Director, SoFi Patricia Krueger, Deputy Editor of Money/Bank, Invest, Credit Card, SoFi Maureen Shelley, Deputy Editor of Lending, SoFi; State Sweets. America’s whimsical gingerbread adventure. by NP Digital for Adobe
Adobe wanted to increase awareness of its new Firefly text-to-image AI generator. The imaginative AI-generated images sparked by descriptive prompts would showcase America's diversity in a delightfully unconventional way. Covering all 50 states, local media pickups helped boost visibility and brand exposure. The positive tone encouraged readers to celebrate their heritage through AI-powered art, while the included prompts provided a learning opportunity. The piece brought in over 2,000 different media mentions and over +17k organic search impressions on Google, coming from 144 different keywords.
Credits: Jessica Pozantides , Group Account Director , NP Digital Jen Boys, Account Director, NP Digital Becky McManus, Sr. SEO Strategist Catherine Michel, Sr. Content Production Lead, NP Digital Austin Cosler, Managing Editor, NP Digital Doug Messel, Sr. Content Writer, NP Digital Caryl Anne Crowne, Digital PR Manager, NP Digital Dominic Bromley, Sr. Graphic Designer, NP Digital Eric Staley, Sr. Project Manager, NP Digital Alex Haslam, Sr. SEO Manager, Adobe Ella Okhlopkova, Sr. SEO Manager, Adobe

Content Marketing Campaign: Return to the Wild by Initiative Canada for Destination Canada
Destination Canada's "Return to the Wild" marketing program brought the most remote, unspoiled areas of Canada to viewers - with expeditions led by Sir Ranulph Fiennes, 'the greatest living explorer,' and his cousin, actor Joseph Fiennes, all documented by renowned photographers. The long-form documentary became the basis for the first global Disney+ series by a travel brand and the biggest branded launch ever on the platform - critically acclaimed and picked up by 13 global markets, with a London premiere and promotion across Disney's digital channels.
Credits: Destination Canada: Gloria Loree - Senior Vice-President, Marketing Strategy & CMO Naomi Fisher - Senior Executive Director, Global Marketing Suzanne Reeves - Executive Director, Brand Strategy Adam Brownfield - Senior Manager, Owned Media Jaemie Sures - Content Specialist Alexandra Grant - Content Specialist Rachel McQueen - Managing Director, UK Zabina Leung - Marketing Manager, Global Tina Sun - Paid Media Specialist Natalie Saumure - Global Planning and Co-op Partnership Lead Eric Miller - Research Analyst, Market Insights Initiative Canada: Chris Gairdner - VP, Head of Creative Partnerships Stefan Ruby - Manager, Creative Partnerships Brooke Robinson - Manager, Creative Partnerships Taylor Schmidt - Manager, Creative Partnerships Jessica Ellis - Director, Project Management Sarah Sime - VP, Client Advice &Head of Project Management Chaman Sandhu - EVP, Client Advice & Management Alaina Kelsey - Project Manager Olivier Leblond - SVP, Client Strategy & Growth Sammy Rifai - Chief Strategy Officer Tina Ruggieri-Ferreira - Manager, Broadcast Partnerships Jessica Jennings - Senior Director, Visual Communications Nikki Ernst - Senior Graphic & Presentation Designer Disney/National Geographic: Nadine Heggie - VP, Media Partnerships Richard Phillips - Creative & Strategy Director, CreativeWorks Kobus Van Der Heever - Project Director Jade Nimmo - Producer/Project Manager Beth Nightingale - Manager, Client Services Tanya Robinson - Brand Partnerships Director Carolyn Payne - Producer Denise Nakamizu - Sr Unit Manager Amani Al Zawawi - Production Management Intern Lauren Goddard - PR Joe Coupe - PR Katie Cowin - Brand Partnerships Anni Chang - Account Management MCPR: Mark Collins - Founder Woodcut Kate Beal-Blyth- CEO Jenni Day - Head of Production Meriel Beale - Senior Executive Producer Tom Adams - Executive Producer Liam Camps - Lead Editor Case Production: Diagonal Media Garrett Kafchinski - Partner, COO Andrea Munger - Production Manager & Producer; P&G Battle of the Paddles by Carat for Procter & Gamble (P&G)
Many NFL players enjoy table tennis in the locker room. P&G's Battle of the Paddles featured eight NFL elite athletes competing in a livestreamed table-tennis tournament. Showcasing P&G official NFL branded locker-room products, the campaign launched at Super Bowl LVII and was broadcast live on social media, with a Fortnite extension linking to P&G brands and a United Esports partnership to create custom branded experiences for consumers, resulting in greater awareness and scale, with brand integrations rising from 4 to 7.
Credits: Elisa Wills, Senior Brand Manager, P&G Mollie Wheeler, U.S. Sports & Influencer Communications, P&G Victoria Schooler, Communications Sr. Manager, P&G Matthew Connors, Director P&G Sports, Media Solutions, Carat Alysha Yuille, SVP, Content, Carat Tad Davis, Senior Manager of Content, Carat Nick Bartram, Senior Manager, Sponsorship Consulting, MKTG Sports and Entertainment Kait Stack, Senior Manager, Sponsorship Consulting, Taylor Strategy; The Milk Bowl by The Dairy Alliance for The Dairy Alliance
The Dairy Alliance, a nonprofit funded by dairy farm families, partnered with two college football stars for a social-media campaign to drive awareness of milk's sports nutrition benefits. The campaign featured broadcasts, billboards, paid media, social media and a website with videos of the athletes citing major health benefits of milk, letting fans vote for the most important benefit. It earned 114.8 million total impressions and 16.3 million impressions on social media, with 621,008 interactions and over 605,000 video views.
Credits: Joanne Engelhardt-Risko, Vice President, Strategic Marketing, The Dairy Alliance Kaitlyn Ianiro, Account Executive, Ink Link Marketing

Content Marketing: Single Execution: MONOPOLY GO! Ice Cream Activation by Scopely for Scopely - MONOPOLY GO!
Talk about a sweet deal: The release of Monopoly Go! board game dovetailed with National Ice Cream Day. The producers partnered with Taiyaki Ice Cream, originator of the popular fish-shaped Taiyaki. Customers enjoyed free Monopoly Go $trawberry and Billion Dollar De Leche flavors and the chance to win prizes, including the new game. Plus, a preview for local media and influencers resulted in more than 2 million social impressions and 30,000+ engagements with influencer content. That’s called money in the bank.
Credits: Jamie Berger - SVP, Growth & Marketing Talia Ron- Director, Corporate Brand & Communications Andrea Ortega - Sr Product Marketing Manager Noun agency The Romans; Rat Pack Back in the Spotlight, Baby: DMi Partners and Bulova Nail a Product Launch by DMi Partners for Bulova
Bulova went old school, creating a Rat Pack-themed limited-edition watch. Black, sleek, classy and pricey, it’s inspired by the personalities of Frank Sinatra, Dean Martin and Sammy Davis, Jr. The promotion was complemented by a spot that intercut the watch with footage of the trio on stage. CNN Underscored was seen as an ideal content partner, given its demographics. CNN reported that page views nearly doubled its campaign average. The placement drove significant incremental revenue and 6.5K clicks to Bulova’s site. Perfect timing.
Credits: Peter Ferro, Senior Manager, Performance Marketing, Citizen Watch America Yvette Trinh, Precision Marketing Manager, Citizen Watch America Jake Haber, Client Account Manager, DMi Partners Kalie Cedre, Associate Director of Client Strategy, DMi Partners; NBA Postseason by Mediahub for NBA
The NBA wants new fans. The best way to create attention? Align with global sensation Taylor Swift. At music site Genius, messaging about the NBA Playoffs and the debut of Swift’s latest album merged. Branded social media promos and a Friday Top Charts takeover on the release of “Tortured Poets Department” augmented the activation. April 19 became the highest traffic day on Genius. The campaign reached 120M impressions, earning $3.4M in added value impressions. Slam dunk!
Affiliated Agency: Glow (Creative Agency)
Credits: ● Job Title: Chief Marketing Officer ● Full Name: Tammy Henault ● Company: National Basketball Association ● Job Title: VP, Global Head of Brand and Growth Strategy ● Full Name: Larisa Johnson ● Company: National Basketball Association ● Job Title: VP, Media Strategy and Planning ● Full Name: Juan Colon ● Company: National Basketball Association ● Job Title: Director, Media Strategy & Planning ● Full Name: Brittany Holland ● Company: National Basketball Association ● Job Title: Creative Strategy and Advertising ● Full Name: Erica Holley ● Company: National Basketball Association ● Job Title: SVP, Group Media Director ● Full Name: Mike Hill ● Company: Mediahub WW ● Job Title: VP, Media Director ● Full Name: Santia Nance ● Company: Mediahub WW ● Job Title: Media Director ● Full Name: Mick Corcoran ● Company: Mediahub WW ● Job Title: Associate Media Director ● Full Name: Kylee McKinney ● Company: Mediahub WW ● Job Title: Media Planner ● Full Name: Amanda Gorski ● Company: Mediahub WW ● Job Title: Senior Account Manager ● Full Name: Alexa Teeman ● Company: Medialabs ● Job Title: Senior Director, Brand Partnerships ● Full Name: Nathan Chapman ● Company: Medialabs ● Job Title: VP, Medialab ● Full Name: Zach Connett ● Company: Medialabs

Contest/Promotion/Sweepstakes: America's Next Top Petfluencer by Exverus Media for Stella & Chewy's
Do you see your pet as the next social-media influencer? Stella & Chewy's do. To drive sales to local pet stores, the pet-food brand created “America’s Next Top Petfluencer.” At an in-store visit, consumers could scan a code and upload their favorite pet photo. The winner got its face on a brand’s billboard and a year’s supply of free food. Store owners got more — a 33% lift in in-store traffic. Rocky the Husky is ready for his close-up. So are hundreds of retailers.
Affiliated Agency: Kargo - Ad Tech, Adomni - Ad Tech, Open Influence - Influencer Marketing, PadSquad - Rich media, Real Time Media - OOH
Credits: Tasha Day, VP of Media Strategy, Exverus Media Anna Elema, Media Director, Exverus Media Tedi Todorova, Senior Media Planner, Exverus Media Anna Acuna, Media Planner, Exverus Media Gio Chao, Assistant Media Planner, Exverus Media Sean Edwards, Associate Programmatic Director, Exverus Media Charles Lai, Director of Analytics, Exverus Media Aaron Silva, Associate Director of Ad Operations, Exverus Media Jack Win, Head of Operations, Exverus Media Talia Arnold, Managing Director, Exverus Media William Durrant, President, Exverus Media; AMCN Total Tech Giveaway by Zeta Global for GMR | AirMedCare Network
AirMedCare Network provides air ambulance services for medical emergencies. The Total Tech Giveaway sweepstakes campaign targeted those who wanted to upgrade their tech and become potential members of the service. Entrance was easy and promoting on social accounts added more entries.The campaign offered 100 prizes totaling $40K, including $5,000 and $150 Amazon gift cards. Bonus entries were given for membership sign-ups. The email open rate of 39.72%, while digital generated 17.9 million impressions and new revenue by 7.2% over six weeks.
Affiliated Agency: NA
Credits: KRIS GEIST, Executive Creative Director, Zeta Global; CHRISTINE CUCUZZA, Global Creative Director, Zeta Global; TYLOR LOPOSSER, Associate Creative Director, Zeta Global; ANDRÉA FORSYTHE, Art Director, Zeta Global; STEPH FUNG, Digital Production Designer, Zeta Global; MIKE WILSON, Senior Copywriter, Zeta Global; MARIE SCHULTZ, Senior Copywriter, Zeta Global; KAY DOYLE, Traffic Manager, Zeta Global; TRACY MUELLER, VP, Client Strategy, Zeta Global; TRELA WILLIAMS, Senior Account Director, Zeta Global; SHALAINA OCASIO, Account Director, Zeta Global; KATE PRICE, Associate Account Director, Zeta Global; SARAH BAKER, Senior Manager, Digital Strategy, Zeta Global; AMY DIRKER, Web Content Manager, Zeta Global.; Lime of Credit Campaign by Rémy Cointreau for Rémy Cointreau
Cinco de Mayo is the day to order a margarita. Since dining spending was down, Cointreau, the spirit in the drink, debuted its Lime of Credit to fund celebrations. Users could win a $20 cashout via a digital payment app. A pop-up bank at Hudson Yards, NYC even dispersed in-person gift cards at a special ATM. The digital sweepstakes garnered 56,623 entries, with the average person entering 2.48 times. Plus, 10,000 entrants wanted future Cointreau communications, exceeding the benchmark by 1.5 times. Salud!
Affiliated Agency: LaForce: PR Agency TwelveThirty: Sweepstakes Agency MediaHub: Media Agency
Credits: Craig Sherman, VP Marketing, Rémy Cointreau Vince Lichaa, Senior Director, Rémy Cointreau Matt Nathanson, SBM Cointreau, Rémy Cointreau Catherine Chan, Senior Manager-Direct to Consumer, Rémy Cointreau Madison Vincent - Brand Manager, Rémy Cointreau

Digital Out of Home Campaign: “Feel the Difference” and “Get Into It” by lululemon, Zenith and Hivestack by Perion for Lululemon
Lululemon wanted to drive brand awareness and increase in-store traffic. In order to achieve this, the retailer opted to run multiple programmatic DOOH campaigns. The “Shorts” campaign audience was reached contextually through outdoor screens in relevant environments, including gyms, transit stations and train platforms. For lululemon's “performance leggings” they targeted screens along the marathon routes in Munich and Berlin. The results of the Brand Lift Study were an 640% increase in brand image, 208% increase in interest, 314% increase in footfall traffic, 4,296 modeled incremental walk-ins.
Affiliated Agency: Zenith - Media Agency
Credits: Louisa Galliano, Brand Media Manager (EMEA) at lululemon Charlotte Barker, Programmatic Manager at Zenith Jessica Mair, Strategy Director at Zenith Eelco Engelkens, Digital Business Director at Zenith Chenell Stern, Account Director at Zenith Jonathan Oh, Programmatic Account Executive (DACH) at Hivestack by Perion Camille Croatto, Programmatic Account Manager at Hivestack by Perion; NBA Postseason by Mediahub for NBA
The NBA activated large format digital spectaculars in top viewership markets, while also following teams across 17 DMAs via first-party audience targeted PDOOH. Elements included a storefront in NYC that leveraged sensors to enable interactivity with the DOOH screen, allowing pedestrians to trigger highlights, stats, and player profiles with the swipe of a hand. They also used geo-targeted OOH featuring custom messaging to attendees at the Final Four, Coachella and Governors Ball. They also utilized digital screens to take over subway cars.
Affiliated Agency: Rapport (OOH Agency); VistarMedia (DOOH Agency); Visual Feeder (Projection Mapping Lab); Glow (Creative Agency); Translation (Creative Agency)
Credits: ● Job Title: Chief Marketing Officer ● Full Name: Tammy Henault ● Company: National Basketball Association ● Job Title: VP, Global Head of Brand and Growth Strategy ● Full Name: Larisa Johnson ● Company: National Basketball Association ● Job Title: VP, Media Strategy and Planning ● Full Name: Juan Colon ● Company: National Basketball Association ● Job Title: Director, Media Strategy & Planning ● Full Name: Brittany Holland ● Company: National Basketball Association ● Job Title: VP, Global Fan Marketing ● Full Name: Alex Gerson ● Company: National Basketball Association ● Job Title: Creative Strategy & Advertising ● Full Name: Erica Holley ● Company: National Basketball Association ● Job Title: SVP, Group Media Director ● Full Name: Mike Hill ● Company: Mediahub WW ● Job Title: VP, Media Director ● Full Name: Santia Nance ● Company: Mediahub WW ● Job Title: Media Director ● Full Name: Mick Corcoran ● Company: Mediahub WW ● Job Title: Associate Media Director ● Full Name: Kylee McKinney ● Company: Mediahub WW ● Job Title: Media Supervisor ● Full Name: Jean Mathurin ● Company: Mediahub WW ● Job Title: Media Planner ● Full Name: Amanda Gorski ● Company: Mediahub WW ● Job Title: Media Planner ● Full Name: Charlotte Harris ● Company: Mediahub WW ● Job Title: VP, Director, Campaign Insights ● Full Name: Nadia Wade ● Company: Mediahub WW ● Job Title: Director, Account Management ● Full Name: Mary O’Brien ● Company: Rapport ● Job Title: Manger, Account Management ● Full Name: Julianna Haase ● Company: Rapport ● Job Title: Head of IMPACT X ● Full Name: Rose Milgrom ● Company: Rapport ● Job Title: Associate Director, IMPACT X ● Full Name: Jaclyn Gabler ● Company: Rapport ● Job Title: Senior Producer, IMPACT X ● Full Name: Christine Zaccaro ● Company: Rapport ● Job Title: Sales Director, East ● Full Name: Earl Pinkett IV ● Company: Vistar ● Job Title: VP, US Sales and Development ● Full Name: Raj Lala ● Company: Vistar; Veloz, Myths Busting Myths by Moontide Agency for Veloz
To promote “Myths Busting Myths” they leveraged OOH placements for the benefit of educating Californians on the benefits of EVs, while debunking misconceptions that typically have held people back from purchase. DOOH ads were displayed at relevant gas stations during key periods like auto sales events to target people. DOOH boards and a video projection tour featuring mythical creatures were utilized in four major cities across California to capture the attention of pedestrians and drivers in high-traffic areas and surrounding popular events.
Affiliated Agency: Media Agency: Moontide Agency; Creative Agency: Superconductor.
Credits: Media Agency: Moontide Agency. Warren Schaffer, president; Petra Johnson, media director; Veronica Schlosser, media supervisor; Andrew Pardo, senior media planner; Emily Stefan, media planner. Creative Agency: Superconductor.

Best Use of Dynamic Email Content: 102% increase in Conversions with Netcore’s Customer Engagement & Experience Platform by Crocs for Netcore Cloud
Crocs UAE, a customer engagement brand, sought to drive engagement and sales across multiple touchpoints. The brand integrated email, web push notifications, on-site messages and WhatsApp and also deployed AI-based segmentation, conducting real-time analysis so it could quickly refine strategies as needed. Special attention was paid to such holidays as UAE National Day and Eid, which created a deeper connection with the audience. The multi-channel campaign generated a 24% email click-through rate, a 21% sign-up web message click rate and a 102% increase in conversions.
Credits: Client Contact Name- Aman Dalal Client Job Title- Manager- Data Analytics; Amex Offers Dynamic Offer Enrollment Email by MERGE for American Express
American Express has created a next-generation email program for its Amex Offers loyalty program. The company reaches out to all consumer card members twice per month with hyper-personalized offers based on the person’s spending history, putting the effort ahead of less personalized campaigns in the market. The Amex Offers Dynamic Enrollment email provides easy one-click enrollment and a variety of visual cues and brand elements to help recipients engage with the email. The click-through is 65 basis points above the overall American Express Enterprise benchmark.
Affiliated Agency: Movable Ink
Credits: Ryan DeGuzman, VP, Creative Leader, MERGE Sara Ellis, Account Director, MERGE Becca Merriam, Sr. Art Director, MERGE Sara Nicolia, Digital Project Manager, MERGE Claire Peacock, Sr. Business Analyst, MERGE Ashley Rupchock, Sr. Email & SMS Developer, MERGE Tim Schlee, Sr. Copywriter, MERGE Jill Harrow, Sr. Manager, American Express Sierra Moore, Sr. Analyst, American Express Elizabeth Greenbaum, Director, American Express Jamie Gunther, Senior Client Experience Manager, Movable Ink Katelyn Massey, Client Experience Manager, Movable Ink; Marriott’s Year in Review Perfects Personalization by Data Axle for Marriott International
Marriott International sent an annual “Year in Review" email to customers at the start of 2024. In addition to storytelling design elements, the emails featured dozens of pieces of dynamic content, including each member's status level, points earned, nights stayed, cities visited, hotel brands experienced and points from partners. Concluding with Marriot Bonvoy’s tagline, “Where can we take you?”, it drove a 50% increase in engagement above the brand’s email average for non-luxury customers in the prior year, and an 80% boost for luxury customers.
Credits: Data Axle Jessica Thai, Senior Account Manager Natalie Vermillion, Senior Account Manager Jen Tabbal, VP, Content Marketing Kelly McMahon, Associate Creative Director Christina Chang, Art Director Kaitlyn Hoover, Senior Designer Erin Gade, Senior Director, Strategy Evan Wiebe, Manager, Strategy Marriott Yanique Mundy, Manager, Loyalty Program Marketing Leigh Strickland, Director, Loyalty Program Marketing

Education: We Love School by The Pingry School for The Pingry School
The Pingry School deployed an entertaining video showing how its students overcome an imaginary ban on learning. It was part of a “rebrand” marketing campaign that attempted to disassociate Pingry’s reputation for being a high-stress environment. Using the school’s motto, “We Love School,” the video highlighted Pingry's ability to recognize and overcome its own faults, while showing the multi-faceted talents of the students featured in the video. While education is rarely individualized, the video showed that there is something for everyone to love about school.
Affiliated Agency: The Film Guys
Credits: Writer/Director/Editor: Rob Bahou Producer: Alesi Enriquez Executive Producer: Emily Cooke Executive Producer: Edwin Nuñez Assistant Producer: Anthony Truncale; NCSA Performance Marketing: Elevating the College Sports Recruiting Leader by Playbook Media for NCSA
NCSA, a leader in college sports recruiting, sought to overcome declining lead volume and quality of its paid marketing campaigns. Working with Playstory, NCSA made new placements in Snapchat Story Ads, TikTok LeadGen Ads,and Meta’s Advantage+ Shopping Campaigns. Reducing the cost per lead by 27%, the campaign produced a 23% increase in leads and a 29% drop in CPL. NCSA saw a 40% increase in directly attributed paid media leads in the first half of 2024. Overall lead volume rose by 10% year over year.
Credits: Erica Peacock, COO, Playbook Media Monika Ellis, Dir. of Analytics, Playbook Media Jimmy Liao, VP of Media, Playbook Media Andrea Cheung, Head of Creative, Playbook Media Vad Pishkov, Director of Paid Social, Playbook Media Noah Dove, Client Partner, Playbook Media Amy Chau, Growth Analyst, Playbook Media Paulo Gadong, Growth Analyst, Playbook Media Tonie Panambitan, Growth Analyst, Playbook Media Jaydon Nolasco, Creative Associate, Playbook Media Dan Tierney, VP Marketing, NCSA Natalie Smith, Marketing Manager, NCSA Madison Petersen, Marketing Manager, NCSA

Email: Campaign or Single Execution: Putting Smithfield's Email Engagement into Overdrive by DMi Partners for Smithfield
Smithfield Foods is a, CPG company dedicated to producing "Good Food Responsibly,’ sought to increase its weekly email open rate of 25-30% to over 30%. Working with DMI Partners and honing in on the 30-day engaged audience, It sent an email for a contest partnership it was promoting with NASCAR, offering $250 in free groceries. This pulled a 51.35% open rate. A second email, without promotions, drew 42.22%. By year’s end, the 30-day audience grew from 16,000 users to 47,000, producing an average 41% open rate.
Credits: Paige Yutsus, Email Marketing Specialist, DMi Partners Patrice Brady, Associate eCommerce and Digital Marketing Manager, Smithfield Laura Pall, Sr. Brand Manager, Smithfield; 4x uplift in User Engagement using Netcore Cloud’s AMP Email Technology by Myntra for Netcore Cloud
Myntra, a fashion and lifestyle brand, worked with Netcore Cloud to boost engagement and brand recall and build revenue with interactive email content. Integrating AMP technology, it transformed static emails into dynamic emails with elements such as Vote-to-Win, Flipbook deal previews, and Play-to-Win games. Both active and in-active dormant users were targeted with personalized content, while AMP created an effective cross-device experience. The result was a 4X increase in overall engagement, a 2.3X increase in revenue and a large boost in website and app traffic.
Credits: Client Contact Name- Praveen Dewani Client Job Title- Director – Revenue & Growth, Myntra; YRE Post-File Fun Facts Quiz by Bold Orange Company for Intuit TurboTax
TurboTax brought a new dimension to tax-related emails by extending engagement beyond the tax season. It also introduced a True/False quiz featuring quirky tax facts, while aiming to re-engage customers post-filing and keep the TurboTax brand top of mind. The campaign featured five state-specific versions and provided two CTA buttons leading to customized landing pages and emphasizing TurboTax’s role as a year-round financial partner. The campaign was the second-highest performer in the firm's Post-File Journey series.
Affiliated Agency: NA
Credits: Jim Specht, Chief Experience Officer, Bold Orange Company Jason Henricksen, Creative Director, Bold Orange Company Bou Xiong, Sr. Email Developer, Bold Orange Company Brandi Alyce, Sr. Copywriter, Bold Orange Company Jade Johnson, Project Manager, Bold Orange Company Lauren Jacobson, Supervisor, Client Strategy & Services, Bold Orange Company Dana Hendricks, Director, Client Strategy & Services, Bold Orange Company Alec Lindsey, Sr. Designer, Freelancer

Best Email Newsletter: TurboTax Monthly Newsletter by Bold Orange Company for Intuit TurboTax
TurboTax hoped to turn its monthly newsletter from a seasonal update to a cornerstone of its annual engagement strategy. This content now dynamically shifts based on the reader’s segment, whether Gen Z or Gen X. The newsletter provides relevant content, ranging from summer savings tips to year-end tax planning. With this level of personalization, the newsletter is a must-read for the firm’s diverse customer base, while resonating with a broad audience. And it ensures that TurboTax remains top of mind as a trusted financial partner.
Affiliated Agency: NA
Credits: Katie Garrett, Creative Director, Bold Orange Company Tina Klimek, Sr. Art Director, Bold Orange Company Bou Xiong, Sr. Email Developer, Bold Orange Company Joseph Wheaton, Email Developer, Bold Orange Company Riley Lynn, Sr. Production Designer, Bold Orange Company Brandi Alyce, Sr. Copywriter, Bold Orange Company Nick Waskosky, Strategist, Bold Orange Company Kali Ghazi, Project Manager, Bold Orange Company Kelli Ask, Sr. Director, Client Strategy & Services, Bold Orange Company Bri Smiley, Sr. Manager, Client Strategy & Services, Bold Orange Company; Data Axle and The Ritz-Carlton Yacht Collection Inspire Travelers to Set Sail by Data Axle for The Ritz-Carlton Yacht Collection
The Ritz-Carlton Yacht Collection worked with Data Axle to generate leads and bookings for its superyachts. The January email featured an animated gif that mimicked a video of a yacht cruising at sea, And there were additional gifs as the reader scrolled down. The result: the booking conversion rate was up to 4.5 times higher than that of prior mailings. Of the total leads, more than 60% were hard leads. And the email was the top performer year-ot-date in terms of financial and engagement metrics.
Credits: Data Axle Kaila Waki, Senior Account Manager Jen Tabbal, VP, Content Marketing Kelly McMahon, Associate Creative Director Christina Chang, Art Director Alesha Damerville, Sr. Copy and Content Writer Kaitlyn Hoover, Senior Designer Erica Huntley, VP, Strategy Joy Bernal, Associate, Strategy The Ritz-Carlton Yacht Collection Elisa Taub, Director, Digital Marketing, Lifecycle Gaby Aiguesvives, Chief Marketing Officer; Engagement Program by Oracle Digital Experience Agency (ODX) for Xumo TV
Xumo TV worked with Oracle Digital Experience Agency to educate consumers and drive use of the Xumo TV. Featuring lightning-fast streaming and access to a free library of content, the emails were designed to help customers get the most out of their TV. They featured headlines like “Your holiday joy is here,” “Feel the love on Xumo Play” and “Let the Halloweekend begin,” and offered a voice remote to make streaming even easier. Customer preferences were used to help personalize content and provide the required experience.
Credits: Oracle Digital Experience Agency (ODX)

Gaming: AT&T Fiber x Fortnite: Warp Speed Tour by Hearts & Science for AT&T
Through a series of Fortnite Creative map releases, AT&T showed their target audience what AT&T Fiber was capable of, giving gamers a realistic view of three different markets: Atlanta, Dallas, and Los Angeles. In each map they also organized three different mini games to ensure players had more reasons to explore. To promote this, they collaborated with high profile gaming influencers and used social organic posting to tease livestream Twitch events and teamed up with athletes that have strong ties to each city.
Affiliated Agency: Enthusiast Gaming, Influential
Credits: .; We Are All Cheese Heads by Carmichael Lynch for Saputo Cheese USA / Frigo® Cheese Heads®
“We Are All Cheese Heads,” a campaign built to celebrate being who you are and snacking however you want, featured an animated world inside a fridge, with Cheese Heads who are as unique as their audience. Within Minecraft’s Minehut server, they developed a universe that allowed tweens to immerse themselves into the world of their Cheese Heads characters, creating a Cheese Heads-branded Fridge World obstacle course. They Minecraftified their beloved characters. To build anticipation for their activation, they leaked it within Discord.
Affiliated Agency: n/a
Credits: Jenny Englert, Director, Marketing, Saputo Cheese USA Nicole Austin, Marketing Manager, Saputo Cheese USA Kelsey Moore, Associate Manager, Creative, Saputo Cheese USA Neil Goodspeed, Chief Media Officer, Carmichael Lynch Tracy Krulich, Executive Media Director, Carmichael Lynch Nellie Murray, Group Media Director, Carmichael Lynch Sarah Dybicz Media Supervisor, Carmichael Lynch Emma Hanson, Media Planner, Carmichael Lynch Katlyn Plourde, Associate Media Director, Paid Search, Carmichael Lynch MacKenzie Carlson, Associate Media Director, Paid Search, Carmichael Lynch Summer Song, Media Planner, Paid Search, Carmichael Lynch Marty Senn, Chief Creative Officer, Carmichael Lynch Jason Bottenus, Group Creative Director, Carmichael Lynch John Sokolowski, Associate Creative Director, Writer, Carmichael Lynch Andrew Wetzel, Associate Creative Director, Design, Carmichael Lynch Whitley Mike, Associate Creative Director, Design, Carmichael Lynch Artur Un, Art Director, Carmichael Lynch Catherine Young, Writer, Carmichael Lynch Dominique Anzano, Head of Production, Carmichael Lynch Henni Iwarsson, Executive Producer, Carmichael Lynch Jake Folska, Content Producer, Carmichael Lynch Vicki Oachs, Director of Business Affairs, Carmichael Lynch Tara DiNicola, Content Business Manager, Production, Carmichael Lynch Stacy Janicki, COO & Director of Account Management, Carmichael Lynch Sarah Scherbring, Managing Director, Carmichael Lynch Andrea Serrian, Account Director, Carmichael Lynch Bridget Mord, Associate Account Director, Carmichael Lynch Allison Otta, Account Supervisor, Carmichael Lynch Anna Gordon, Account Executive, Carmichael Lynch Abby Minea, Project Management Supervisor, Carmichael Lynch Maria Pazos, Group Planning Director, Carmichael Lynch Eden Swanson, Group Planning Director, Carmichael Lynch Brianna Holmes, Senior Brand Planner, Carmichael Lynch Ethan Perushek, Senior Brand Planner, Carmichael Lynch Ada LaChapelle, Brand Planner, Carmichael Lynch Bergen Flom, Brand Planner, Carmichael Lynch Emily Den Boer, Social Strategy Director, Carmichael Lynch Elizabeth Winchester, Senior Social Strategist, Carmichael Lynch Mason Pint, Social Specialist, Carmichael Lynch Jordan Peterson, Community Manager/Social, Carmichael Lynch Alan Newbold, Executive Vice President, Carmichael Lynch Relate Samantha Liebhard, Senior Account Supervisor, Carmichael Lynch Relate Clara Kohrs, Senior Account Supervisor, Carmichael Lynch Relate Sydney Benson, Senior Account Executive, Carmichael Lynch Relate Natalie MacIntosh, Account Executive, Carmichael Lynch Relate Mara Johnson, Account Coordinator, Carmichael Lynch Relate Régine Labossière, Director of Media Relations, Carmichael Lynch Relate Jenna Greene, Senior Media Relations Strategist, Carmichael Lynch Relate Morgan Williams, Media Relations Specialist, Carmichael Lynch Relate Shodee Sawyer, Asset Management, Carmichael Lynch Jay Ditzer, Proofreader, Carmichael Lynch Eric Byrd, Studio Lead, Carmichael Lynch Marie Spain-Maas, Senior Client Finance Manager, Carmichael Lynch; Lunchables Playables by Publicis Media Content & Innovation for Kraft Heinz
Amidst declining sales Lunchables knew they needed to engage their core customers. Robux (Roblox’s currency) is one of kids’ top requested gifts. Kids express themselves via their gaming avatars. To increase kids’ “pester power” to ask parents for more Lunchables, the brand realized a customizable gaming experience could fulfill kids’ desire for new digital items. Lunchables boldly pioneered the first brand loyalty program on Roblox, Lunchables Playables. Kids earn in-game currency, Lunch Points, that allow them to redeem in-game avatar items without having to ask parents for Robux.
Credits: Christina Brown, Brand Manager, Brand Communications, Kraft Heinz Samantha Mills, Director, Brand Communications, Kraft Heinz Carolyn Kraemer, Senior Paralegal, Kraft Heinz Thucloan Lieu, Sr Manager, IT, Kraft Heinz Suresh Varma Kammela, Digital Services, Kraft Heinz Alyssa Cicero, Sr Brand Manager, Brand Communications, Kraft Heinz Erin Fitzgerald, Sr Brand Manager, Kraft Heinz Nina Patel, VP, Brand Communications, Kraft Heinz Julia Tsang, Sr Manager, Media, Kraft Heinz Kate Mitchell, Sr Manager, PR, Kraft Heinz Madelyn Woodrow, Analyst, Kraft Heinz Maddie Sosna, Brand Manager, Kraft Heinz Anna James, Associate Brand Manager, Kraft Heinz Eric Levin, Chief Content & Innovation Officer, PMCI Samantha Lim, SVP Gaming Strategy & Innovation, PMCI Brian Hughes, Supervisor, Publicis Sports Julia Cameron, Director, PMCI Andrew Klein, Senior Vice President, Creative Technology, PMCI Filip Williander Vice President, Head of Creative Technology & Innovation, The Community Alyssa Kelly, Senior Vice President, Strategy, Starcom Jordan Levinson, Director, Content, Starcom Madeline Franke, Associate Director, Stractivation, Starcom Diana DeLeon-Hunter, Supervisor, Brand Experience, Starcom Sam Quiroga, Senior Associate, Brand Experience Starcom Abby Vaubel, Senior Associate, Content, Starcom Patrick Mead , CTO, Dubit Kirsty Midgley, Campaigns Manager, Dubit Ben Wier, Senior Producer, Dubit Joe Gallagher, 3d Artist/Roblox Builder, Dubit Francesca Makohon-Keogh 3d Artist/Roblox Builder, Dubit Robin Wells, Creative Lead, Dubit Zoe Meinelschmidt, Program Manager, Super League Daniela Rublalcava, Program Manager, Super League Lina Akkad, Brand Strategist, Super League Jaime Brand, Senior Client Partner, Super League Kristin Roberts, Director, Marketing Analytics & Insights, Super League Ahmed Elyamani, Roblox Developer, Dubit Romain Ibba, QA, Dubit Cameron Scott, Roblox Developer, Dubit Sam Anderson, 3d Artist/Roblox Builder, Dubit Karolina Latka, Games Designer, Dubit Oliver Watters, UI/UX Designer, Dubit Jack Fortes, Roblox Developer, Dubit Steve Hall, 3d Artist/Roblox Builder, Dubit Francesco Scandiuzzi, QA, Dubit Calvin Gray, Producer, Dubit Will Rose, Games Designer, Dubit Elena de Sosa, VP Partner Development, GEENEE Alexander Grishin, Immersive Developer, GEENEE Bogdan Bilich, Senior UX /UI Designer, GEENEE Vlad Siliavkin, 3D Artist, GEENEE Dima Kyrylov, Creative Technologist, GEENEE Heather Lipner, Head of Creative, GEENEE Cory Grenier, CEO, GEENEE Anton Brychkouski, Sr. Sales Director, Anzu.io Jason Steyart, President, Skylight Media Group Xiang Shen, CTO, Century Games

Humor: Yes, people, it’s tuna: How Chicken of the Sea and Jessica Simpson stood the test of time. by Reach Agency for Chicken of the Sea
Sometimes funny means familiar. During MTV’s 2003 reality show “Newlyweds,” Jessica Simpson munched on a meal and asked: “Is this chicken or fish?” Young millennials, particularly women, made it into a joke – that lasted two decades. Now, Simpson, alongside her daughter, gets to reclaim that awkward moment in a new spot for Chicken of the Sea’s on-the-go packet. Simpson gets to reclaim her past confusion with a wink and a smile, ultimately netting 60M views. Sending up yourself is the best revenge.
Affiliated Agency: Melody Palatucci, Senior Vice President, Hunter PR Scott Sidlo, Senior Media Planner and Analyst, Ignited USA Amy DeMallie, Media Director, Ignited USA
Credits: Brand Andy Mecs, Executive Vice President, Chicken of the Sea Griffin Raasch, Director of Marketing, Chicken of the Sea Lara Berman, Senior Brand Manager, Chicken of the Sea Daniele Cardelia, Talent Specialist, Chicken of the Sea Consultant Creative Agency Gabe Gordon, CEO, Reach Agency Rachel Theberge, Creative Director, Reach Agency Producer Ryan Ovadia, Director, Banter Garrett Shannon, Executive Producer, Banter Justin Oberman, Freelance Producer, Banter; How Carnation Milk and a Grandma Dominated TikTok by Reach Agency for Carnation Milk
While baking, a 96-year-old grandmother recited a 1940s jingle for Carnation’s Evaporated Milk. Her lyrics got a sassy update and a posting on her granddaughter’s TikTok, earning 16M views! Carnation ran with the momentum, teaming with The Gregory Bros, who helped make “The Corn Kid” popular. They remixed the video and posted it on social networks. “Cooking Across Generations” was added as a Carnation TikTok challenge, encouraging families to share baking memories. The result? A 6% lift in brand awareness and 2.6M engagements.
Credits: Gabe Gordon, CEO, Reach Agency Isabelle Eckel, Account Manager, Reach Agency Majah Carberry, Influencer Marketing Director, Reach Agency Brad May, VP of Creative & Strategy, Reach Agency McKenzie Fields, Strategy Director, Reach Agency Tommy Nguyen, Junior Strategist, Reach Agency Lauren Gardiner, Senior Creative Producer, Reach Agency Ally Kroeckel, Social Content Creator, Reach Agency; Unfrosted: Not Brought to You by Pop-Tarts by Starcom for Kellanova / Pop-Tarts
Jerry Seinfeld’s film “Unfrosted” about Pop-Tarts was done without Kellanova’s permission. To capitalize on it, Kellanova released a digital short that transformed the movie into a crazy feud: “Unfrosted: Not Brought to You by Pop-Tarts.” In it, the brand’s president tells Jerry: “Mr. Seinfield, you took something of ours, now, we’re going to take something of yours,” as he captures three "Seinfeld" characters — and his comedy career. The spoof clicked: 300M impressions by opening weekend and $15M in incremental sales for the brand. Sweet!
Affiliated Agency: Le Truc, Creative; GroupeConnect, Creative; Weber Shandwick, PR; Netflix Marketing Partnerships Team, Production; Furlined, Production; Arcade Edit, Production; Harbor, Production; Mophonics, Production; MCA, Production
Credits: Sarah Reinecke, VP Marketing, PWS, Kellanova Heidi Ray, Senior Director of Brand Marketing, Pop-Tarts, Kellanova Danielle Rappoport, Director, Full Funnel Marketing, Kellanova Jerry Seinfeld, Filmmaker, Netflix Marketing Partnerships Spike Feresten, Filmmaker, Netflix Marketing Partnerships Beau Bauman, Filmmaker, Netflix Marketing Partnerships Julie Dalonzo, EVP, Starcom Augusta Eliaser, VP Director, Business Lead, Starcom Rebecca Tristano, Director, Planning Lead, Starcom Tom Foreman, Director, Content, Starcom Sydney Ravel, Director, Investment, Starcom Allison O’Malley, Assoc. Director, Digital Investment, Starcom Maggie Zurliene, Assoc. Director, Video Investment, Starcom Madelyn Draftz, Assoc. Director, Precision, Starcom Nick Furlong, Manager, Analytics, Starcom Taylor Vennetti, Supervisor, Digital Investment, Starcom Julia Neumann, Partner & CCO, Le Truc Nick Kaplan, EVP, Executive Creative Director, Le Truc Ryan Chong, EVP, Head of Production, Le Truc Taylor Nisbet, Producer, PXP Megan Bundy, EVP, Managing Director, Le Truc Jonathan Linton, SVP, Account Director, Leo Burnett Abigail O’Connor, Account Supervisor, Leo Burnett Jessie Chen, VP, Strategy Director, Le Truc Jared Grant, SVP, Strategy Director, Le Truc Cassandre Dupiton, Director, Program Management, Le Truc Teresa Diaz, Manager, Project Management, GroupeConnect Tasha Royzina, Managing Director, Business Affairs, PXP Michael Shanahan, SVP, Group Director, Business Affairs, PXP Courtney Novotny, Senior Business Affairs Manager, PXP Dana Willis, Senior Business Affairs Manager, PXP Peggy Walter, VP Director, Innovation & Partnerships, PXP Patrick O’Neill, VP Strategy Director, GroupeConnect Shelby Lewis, Senior Strategist, GroupeConnect Peter de Guzman, Senior Art Director, GroupeConnect Chad Fenoglio, Associate Creative Director, GroupeConnect Teresa Diaz, Senior Project Manager, GroupeConnect

Influencer Campaign: How Carnation Milk and a Grandma Dominated TikTok by Reach Agency for Carnation Milk
Before Thanksgiving, a cultural moment sparked for Carnation when a 96-year-old grandmother spontaneously recited a snarky jingle for Carnation's Evaporated Milk, originally from a 1940s contest, on her granddaughter’s TikTok. Within days, the video amassed over 16M views, and Carnation to quickly harnessed the viral trend to help reconnect with younger audiences establishing a TikTok presence to foster a community. They created an infectious Carnation remix video that was posted on TikTok, Instagram, and YouTube to amplify viewership and engagement. This is the most successful Nestle TikTok launch.
Credits: Gabe Gordon, CEO, Reach Agency Isabelle Eckel, Account Manager, Reach Agency Majah Carberry, Influencer Marketing Director, Reach Agency Brad May, VP of Creative & Strategy, Reach Agency McKenzie Fields, Strategy Director, Reach Agency Tommy Nguyen, Junior Strategist, Reach Agency Lauren Gardiner, Senior Creative Producer, Reach Agency Ally Kroeckel, Social Content Creator, Reach Agency; Impreza “Do What You Saved” by Carmichael Lynch for Subaru of America
For this campaign, Subaru sought to transform its brand appeal and captivate a younger audience. The “Do What You Saved” campaign harnessed the power of the Subaru Impreza and social media to bridge the gap between online inspiration and real-life action, leaning into the insight that young people are great at saving inspiring ideas but often fall short of experiencing them IRL. They provided 10 diverse influencers with an Impreza and asked them to “Do What You Saved.” This prompt led to 19 pieces of content that authentically positioned Impreza.
Affiliated Agency: n/a
Credits: Alan Bethke, Senior Vice President of Marketing, Subaru of America Brian Cavallucci, Associate Director, Advertising, Subaru of America Megan Lee, National Brand Advertising Manager, Subaru of America Sionna Kelly, Brand Advertising Production Specialist, Subaru of America Ryan Johnson, Integrated Media Manager, Subaru of America Erica Meyer, Integrated Media Specialist, Subaru of America Allison Krumm, Social Media & Influencer Strategy Manager, Subaru of America Karley Dowdy, Senior Social Media Specialist, Subaru of America Maxie Ehrlich, Senior Social Media Specialist, Subaru of America Neil Goodspeed, Chief Media Officer, Carmichael Lynch Jenn Kern, Executive Media Director, Carmichael Lynch Taylor Lord, Group Media Director, Carmichael Lynch Lauren Stoelk, Associate Media Director, Carmichael Lynch Kei Demand, Senior Media Planner, Carmichael Lynch Katelyn Anderson, Media Planner, Carmichael Lynch Erin Carley, Media Planner, Carmichael Lynch Dave Kehr, Media Planner, Carmichael Lynch Katy Tenerovich, Director of Social Strategy, Carmichael Lynch Matt Avignon Petersen, Social Director, Carmichael Lynch Senior Social Strategist: Elizabeth Winchester, Carmichael Lynch Hannah McMahon, Social Strategist, Carmichael Lynch Marty Senn, Chief Creative Officer, Carmichael Lynch Randy Hughes, Executive Creative Director, Carmichael Lynch Megan Winterhalter, Creative Director, Carmichael Lynch Steph Hayden, Creative Director, Carmichael Lynch Payton Faber, Writer, Carmichael Lynch Campbell Fay, Art Director, Carmichael Lynch Dominique Anzano, Head of Production, Carmichael Lynch Vicki Oachs, Director of Business Affairs, Carmichael Lynch NeGail Torberg, Interactive Business Manager, Carmichael Lynch Tara DiNicola, Content Business Manager, Carmichael Lynch Jennifer Knutson, Talent Specialist, Carmichael Lynch Stacy Janicki, COO/Director of Account Management, Carmichael Lynch Alissa Anderson, Managing Director, Carmichael Lynch Brad Wellman, Account Director, Carmichael Lynch Jonathan Bush, Product Information Senior Manager, Carmichael Lynch Lucy Steinmann, Project Management, Carmichael Lynch Brenna Smithson, Director of Brand Planning, Carmichael Lynch Nick Howard, Planning Director, Carmichael Lynch Ethan Perushek, Senior Brand Planner, Carmichael Lynch Robin Carr, Senior Analytics Strategist, Carmichael Lynch Rick Johnson, Studio Manager, Carmichael Lynch Drew Stevens, Studio Lead/Artist, Carmichael Lynch Shodee Sawyer, Asset Management, Carmichael Lynch Jay Ditzer, Proofreader, Carmichael Lynch Tatyana Podolyanchuk, Senior Client Finance Manager, Accounting, Carmichael Lynch; Influencer Trend Edit by Socially Powerful for Amazon Fashion EU
In May 2024 they hosted a 100-person event in London to launch the Influencer Trend Edit—a groundbreaking, influencer-curated selection of trending fashion items designed to position Amazon Fashion as a leader in fashion trends. The campaign’s 360-degree strategy seamlessly integrated a bespoke landing page of influencer trend curations, high-impact OOH photoshoot, and dynamic social influencer and paid social campaigns across TikTok and Instagram. With 47 influencers generating over 250 pieces of content, they surpassed initial KPIs by 156.3%, and achieved a strong Video Engagement Rate (VER) of 3.56%.
Affiliated Agency: Apache (developers of the Virtual Try On mirror technology) , Amazon Studios (executed the influencer photoshoot and hosting the Influencer Trend Edit event)
Credits: Olivia Shepherd, Miss, Socially Powerful Chloe Crossley, Miss, Socially Powerful Katie Gould, Miss, Socially Powerful Emily Arcedeckne-Butler, Miss, Socially Powerful Joe Sheaves, Mr, Socially Powerful

Interactive: Campaign or Single Execution: MeowMix Cat Cafe by Triller Corp., MeowMix for MeowMix
Meow Mix gained a younger demographic through gaming and music, partnering with Triller to design and develop a gaming experience and multi-platform social media strategy. Users were engaged with virtual commerce, earning jobs and placing orders in a virtual Cat Cafe using tokens. It provided a way to sustain evergreen content. The in-game experience generated 36 million chats; 837,000 hours spent in-game during the campaign, 15-minutes per user; and 3.4 million repeat visitors. User dialogue and interactions were organic, not prompted by any CTAs. Gaming elements also included music using various jingles.
Credits: Triller Daniel Teren, Sr. Account Executive Gabrielle Rone, Head of Brand Strategy Zenith (Media) Title Name SVP, Strategy/Digital Lead Amanda Hellrung SVP, Strategy Integrated Media Steven Belfi Director Integrated Media, Consumer Leyna Donaldson Supervisor, Strategy and Investment Liz Rourke Planner, Strategy and Investment Aaron Ruiz Planner, Commerce Strategy Mariana Vasquez Associate Planner, Strategy and Investment Harold Velasquez Associate Director, Content & Partnerships Nicole Guadagno Supervisor, Content & Partnerships Sabrina Fields PXP (Production) Title Name Business Affairs Manager Erica Greenfield Saatchi X (Commerce) Title Name Account Director Sarah White MSL Title Name Senior Vice President, PR & Influencer, Consumer Patricia Hallock Vice President, PR & Influencer, Consumer Melanie Blum Vice President, PR & Influencer, Consumer Meg Patrick Senior Account Supervisor, PR & Influencer, Consumer Lea Milliaressis Senior Account Executive, PR & Influencer, Consumer Katie Garside Account Executive, PR & Influencer, Consumer Mo Fagan Strategist, Digital Katie Bradley JMS Title Name Chief Marketing Officer Gail Hollander ICX, Senior Director, Pet Christine Hoffman Integrated Strategy & Creative, Pet & Sweet Baked Snacks Heather Smith Lead, Campaign Activation – Pet Stephanie Polefrone Lead, Digital Activation (Social), Pet Megan Stinn Assistant Lead, ICX Project Management Kiersten, Mogle Senior Manager, Media, Pet Sarah Taylor Manager, Integrated Media, Pet Allie Freeman Brand Director Stephanie Bennett BBH (Creative, Account Management, Brand Strategy) Title Name Chief Creative Officer Erica Roberts SVP, Group Creative Director Peter Defries SVP, Group Creative Director Alan Wilson President, Group Client Lead Yuri Lee Group Account Director Gina Leone Account Director Prerna Garg Agarwal Account Supervisor Niketh Raghavan Account Executive Juliana Ramirez Digitas (Project Management, Social Creative, D&A) Title Name Senior Associate Program Manager Mila Stanisic VP Director, Brand Strategy Rachel West VP Director, Social Strategy Kaitlyn Kline Associate Social Strategist Monserrat Ramirez VP, Group Director Alex Askot Senior Art Director Art Germer Senior Copywriter Cailin Boegel Vice President Group Director, Data & Analytics Jeff Bobick Associate Director, Data & Analytics Zack Hiatt Senior Analyst, Data & Analytics Jacob Pelz; Saylor’s Death & Other Details Social Media Campaign by Saylor for Hulu’s Death & Other Details
Hulu partnered with Saylor to create an engaging social media immersive experience for Hulu’s Death & Other Details—a whodunnit murder mystery series using details and discovery. It transformed the campaign into an extension of the show's narrative by embedding hidden details and crafting interactive clues. An Instagram Live event simulated the experience of being on the ship, the primary setting of the show. Saylor implemented a community-driven strategy with weekly "Snap & Share" Instagram Stories, a chance for participants to be features in posts.
Affiliated Agency: Scout Expedition Co.
Credits: Shannon Ryan, Disney Entertainment Television Barrie Gruner, Hulu Aaron Goldman, The Walt Disney Company Brittany Mehciz, Hulu Nick Walsh, Hulu Caroline Newberry, Hulu Sabrina Scott, Hulu Ryan Brasno, Hulu John Fu, Hulu Sabrina Walker, Hulu Richard J Valois, Hulu Daniel P. Doody, Hulu Brianna Lopez, Hulu Talesia Price, Hulu Neha Datta, Hulu Will Trowbridge, Saylor Sean Reed, Saylor Rebecca Smythe, Saylor Iña de las Alas, Saylor Myke Brown, Saylor Jenn Spottz, Saylor Hannah Fontanelli, Saylor Francesco Ferrara, Saylor Christina Tucker, Saylor Natalie Cartwright, Saylor Tiffany Chen, Saylor Jeff Leinenveber, Scout Expedition Co. Corey Lubowich, Scout Expedition Co. Claire Chapelli, Scout Expedition Co.; Porsche Cayenne Car Configurator by Infillion and PHD for Porsche
Porsche Cayenne wanted more consumers to experience its features and luxury. The brand partnered with Infillion to create an interactive car configurator experience across desktop, mobile, and CTV video publishers where consumers can customize either a Cayenne S or a Cayenne S Coupe. The campaign drove lift throughout the funnel, with 13% lift in Awareness and a 17% lift in consideration. On top of those numbers, the ad saw an average of 4.7 interactions on mobile and an 7.7% click-thru rate on desktop.
Credits: PHD: Hayley Morlock, Associate Director, Strategy Callie Dodd, Supervisor, Strategy Ana Pagan Garcia, Media Strategist Porsche: Ayesha Coker, Vice President of Marketing Scott Baker, Director, Marketing Communications Nasreen Qureshi, Content Strategy, Brand Marketing Nnedike von Bergen, Digital Marketing Manager Chandra Culpepper, Content & Production Manager Meagan Sabato, Digital Marketing Specialist Infillion: Lee Tross, Sr. Client Partner Morgan Payne, Client Success Julie Homerding, Client Success Nikki Koppers, Sr. Creative Strategist Victoria Choe, Sr. Graphic Designer Hannah Chan, Producer

Mobile Marketing: Kraft Heinz: Lunchables Crispy Grilled Cheesies by InMarket for Kraft Heinz
Lunchables partnered with InMarket to promote Crispy Grilled Cheesies through an interactive mobile experience. The campaign’s messages like “Crispy from the Microwave” and a “Try Now” call-to-action using vibrant brand colors and imagery connected with customers in buying moments. The ad experiences achieved click-through rates of up to 7.05%, about 11.8x higher than the industry benchmark.
Credits: Michael Della Penna, Chief Strategy Officer, InMarket; Joe Intile, VP of Creative Services, InMarket; Tamoor Chaudhry, Associate Design Manager, InMarket; Valerie Thiel, Sales Director, InMarket; Joe Salvati, VP, Digital Direct & Programmatic, Dentsu; Lauren Nowak, Brand Manager, KraftHeinz; Julia Tsang, Sr. Media Manager, KraftHeinz; Anna James, Associate Brand Manager, KraftHeinz; Alyssa Cicero, Sr Brand Manager, KraftHeinz; Brooke Berendzen, Sr. Analyst, KraftHeinz;; Experian profitably scaled their high-quality user base by AppLovin for Experian
Experian wanted increase mobile app use, recognizing the potential of in-app advertising. The company called on AppLovin to launch a cost per event campaign designed to drive new user registrations, important for subscription services. Thirty-second full-screen video ads in popular mobile apps were used, along with AppLovin’s AI-based user acquisition channel AppDiscovery. Through this strategy, Experian achieved its goals within the first month, prompting a more than threefold increase in weekly spend on the platform. This scaling effort led to a 3x increase in user acquisition.
Credits: n/a

Podcasts/Digital Audio: Untold Stories: Life with Myasthenia Gravis by argenx, Avalere Health, iHeart and Ruby by iHeart Media for argenx
Seeking to help the roughly 70.000 people suffering from Myasthenia Gravis, a rare neuromuscular disease, argenx partnered with iHeart Media to create Untold Stories: Life with Myasthenia Gravis. The podcasts feature “real people who share the challenges and triumphs they have experienced,” says host Martine Hackett. Guests for each episode were chosen for the diversity of their experiences and their difficulty in breaking through to obtain the right diagnoses and care. Serving audiences in the US, Canada and Europe, the episodes generated nearly 100,000 downloads.
Credits: Chrissy Steger, Senior Account Director, Avalere Health Rheana Bogin, Group Account Supervisor, Avalere Health Andrew Prahin, Creative Director, Avalere Health Jana Turco, Media Director, Avalere Health Sara Devine, VP, Media, Avalere Health Molly Socha, Executive Producer, iHeartMedia Ciara Kaiser, Podcast Supervising Producer, iHeartMedia Tyree Rush, Writer, iHeartMedia Matt Stillo, EP Post Production, iHeartMedia Kathy Perez, V.P. Global Patient Advocacy and Policy, argenx Ken Bush, Sr. Manager, Global Patient Advocacy, argenx Lauren Jarman, Associate Director, Global Patient Advocacy, argenx Shelley Gerson, Associate Director, Global Patient Advocacy, argenx Sara Boring, Sr. Manager, Global Patient Advocacy, argenx Guinevere Valencia, Associate Director, Global Patient Advocacy, argenx; Future Energy Talks by Reuters for Masdar
Masdar, a clean energy company based in Abu Dhabi, hoped to increase its brand awareness and favorability. Partnering with Reuters, a provider of news for environmentally conscious consumers, it fielded an eight-part podcast series that addressed macro themes. This produced 38.5 million impressions in a period of four months. And an independent brand study showed a 313% increase in awareness of Masdar, a 136% uplift in favorability and an 111% increase in the likelihood those touched by the campaign would invest or partner with Masdar.
Credits: Emma Ball, Senior Account Manager, Reuters Arif Durrani, Global Content Director, Reuters Plus Tristan de Souza, Commercial Editor, Reuters Plus Helena Montoro-Perez, Project Manager, Reuters Plus Lindsey Seddon, Producer, Reuters Plus Joseph Zammit, Designer, Reuters Plus Martin Greenbank, Video Editor, Reuters Plus Hannah Godfrey, Strategist, Reuters Plus Jayson O'Reilly, Senior Manager, Integrated Marketing, Reuters Plus; They’re a Wing Place but Them Burgers Are Slept on by Zenith for Inspire Brands/Buffalo Wild Wings
Buffalo Wild Wings is seen as a wings place. But the brand wanted to highlight its overlooked burgers. Partnering with New Heights, a sports podcast hosted by football stars Travis and Jason Kelce, it created a three-episode series that started with the Kelces expressing their love for BWW’s burgers. Burger sales rose by 74% per store during the promotion, achieving 21% growth going forward. There was a 72% increase in burger attachment rates. Burger sales maintained 20% growth in the six weeks following the campaign.
Affiliated Agency: Wave Sports + Entertainment
Credits: Lindsey Teach, Senior Vice President, Strategy, Zenith Tristan Meline, Chief Marketing Officer, Buffalo Wild Wings, Travis Freeman, SVP Demand Generation, Chief Media Officer, Inspire Brands

Programmatic: “Check it’s alright, before you light” by Fire & Emergency New Zealand, MBM, LUMO Digital Outdoor & Hivestack by Perion for Fire & Emergency New Zealand
Fire and Emergency NZ launched an automated, geo-targeted campaign to increase awareness of the need for fire prevention. This was essential given the 4,500 wildfires that occur in New Zealand each year. The effort used the “Half Grapefruit, a national icon used to convey the fire danger in a particular area, leveraging historical data to predict regions at risk. Fire prevention rose. One goal was to achieve 75% compliance in which people assess the local fire danger before lighting a fire. The campaign achieved 90%.
Affiliated Agency: MBM - Media Agency, LUMO Digital Outdoor
Credits: Kaitlin Mitchell, Business Director at MBM Josh Hogg, Strategy Director at MBM Keila Bituin, Biddable & Implementation Director at MBM Tyler Crawford, Media Planner Buyer at MBM, Jack Plowright, GM of Platform & Partner Strategy at LUMO Digital Outdoor, Kelley Toy, Marketing Manager at FENZ Ashleigh Romanos, Senior Marketing Advisor at FENZ Ash Houghton, VP Sales NZ at Hivestack by Perion Force Tse, Lead Technical Account Manager APAC at Hivestack by Perion; Maniko Nails Programmatic: The Easiest Manicure In The World Meets Mobile Gaming Audiences With Kayzen x Unity by Unity x Kayzen for Maniko
Maniko Nails, an ecommerce brand specializing in adhesive gel nail polish, worked with Kayzen and Unity to target engaged users who play mobile games and match Maniko’s customer profile, and to re-engage mid-funnel prospects. The programmatic mobile campaign delivered full-screen video ads that were up to 120 seconds in length and interactive post-video experiences. The full effort generated 13.6 million impressions and sent 1.9 million unique users to Maniko's e-commerce site in a cost-effective way. It also yielded 40% higher conversion rates than static formats.
Credits: Tomás Yacachury, Strategic Partnerships Lead, Kayzen Tim Koschella, Founder & CEO, Kayzen Mark Chen, Growth Partnerships Lead, Unity; First-Party Data And Behavioral Message Testing by The Shipyard for Donatos
Donatos Pizza, a franchise chain with 400 locations in 29 states, has a loyal customer base. But it struggled to motivate semi-regular customers to order more often. Working with The Shipyard, it conducted tests to determine the behavioral impact of its messaging, and was able to refresh its strategy for email subscribers and loyalty members. In Phase 2, it refined its testing approach. The result: All of the targeted audiences significantly increased their ordering, producing $10 million in increased revenue in the Columbus market alone.
Credits: Ross Capers, EVP Media, The Shipyard Blake Williams, Senior Director of Data Strategy, The Shipyard Sarah Rivera, Group Director, Strategy, The Shipyard

Rich Display Media: Single Execution or Campaign: Transforming Awareness into Adventure: Cedar Fair's High-Impact Strategy Drives Peak Season Engagement by Cramer-Krasselt for Cedar Fair
Cedar Fair, owning 13 parks across North America, aimed to convert passive awareness into active interest during peak Season Pass sales. Audience research revealed deep engagement with digital entertainment, particularly video games. High-Impact Display Units (HIDU) were designed to mirror an immersive, interactive world, featuring thrilling first-person POV rollercoaster videos, interactive park maps, and intriguing fun facts, allowing users to explore and imagine their park visit. Strategic placement on high-traffic websites ensured the message reached the right audience. The campaign achieved impressive video completion rates and a high viewability rates.
Credits: Charlie Hackley, Programmatic Director, Cramer-Krasselt Jesse Perez, Senior Programmatic Trader, Cramer-Krasselt Caleb Gebhardt, Programmatic Trading Manager, Cramer-Krasselt Amanda Drucker, Media Director, Cramer-Krasselt Kristin Babcock, Director of Digital Platforms, Cramer-Krasselt Kirk Pratt, Executive Director of Media, Cramer-Krasselt Renee Shields. Account Supervisor, Cramer-Krasselt Laurie Rosko, Account Director, Cramer-Krasselt Julie Sheridan, Group Account Director, Cramer-Krasselt Sarah Murphy, Senior Art Director, Cramer-Krasselt Don Principe, Senior Copywriter, Cramer-Krasselt Miles Johnson, Senior Copywriter, Cramer-Krasselt Koa Webster, Senior Art Director, Cramer-Krasselt Justin Dooley. Creative Studio Designer, Cramer-Krasselt Chad Verly, Creative Director, Cramer-Krasselt Carlos Fernandez, Group Creative Director, Cramer-Krasselt; Business in the Front, Party in the Back by Goodby Silverstein & Partners for Kawasaki RIDGE
Buying a UTV has traditionally required a choice between practical or fast and fun. The Kawasaki RIDGE is the first UTV with functional and recreational capabilities. For the Kawasaki audience work is a lifestyle that incorporates play. We erased the divide by launching a fun spot about work in the biggest event for play, the Super Bowl, and partnered with MotorTrend for a first-of-its-kind experience where the RIDGE playfully ripped across the site, leaving skid marks. The campaign launched the RIDGE with vigor, leading to mass intrigue and increasing website activity by 832% and build tool usage by 465%.
Credits: Client: Kawasaki Motors Corp., U.S.A Brand: Ridge Spot Name: Mullets Air Date: 2/11 Agency: Goodby Silverstein & Partners Client VP of Marketing: Chris Brull Director,Marketing: Bob O’Brien Executive Director: Shuji Yamazaki Product Support Technician: Derek Keyes Product Support Technician: Sean Borkenhagen Agency Creative Creative Directors: Brett Beaty, Ryan Tovani, AJ Warren Production Head of Production: Jim Haight Senior Broadcast Producer: Molly Troy Head of Business Affairs: Judy Ybarra Business Affairs Manager: Chrissy Shearer Account Services Executive Group Account Director: Chad Bettor Group Account Director: Melissa Buck Account Manager: Nolan Solis Brand and Communication Strategy Group Brand Strategy Director: Adam Arola Brand Strategist: Kelly Kikuchi Deputy Director Communication Strategy: Dong Kim Senior Communication Strategist: Charlotte Cordova Communication Strategist: Mahima Silwal Group Strategy Director of Analytics: Taylor Grant Head of Communications: Meredith Vellines Print/Digital: Director of Graphic Services: Jim King Senior Digital Producer: Severin Sauliere Senior Production Artist: Jorge Coya Digital Artist: Ankur Patar Production Company Hungry Man Directors: Dave Laden & Christopher Gruse Managing Partner / EP: Caleb Dewart Partner / EP: Kim Dellara Head of Production: Franchesca McDowell & Marian Harkness Producer: Robby Mooring PM: Vanessa Lenarduzzi DOP: Ken Seng Production Designer: Katherine Reynolds Editorial Rock Paper Scissors Editor: Lauren Dellara AE: Sam Slavkin Senior Post Producer: Denice Hutton Executive Producers: Shada Shariatzadeh + Dre Krichevsky HoP: Janae Abraham VFX The Mill Creative Directors: Christian Nielson & James Allen Colorist: Paul Yacono CG Supervisor: Jessica Groom Shelton CG Lead: Will Arias DFX Supervisor: Vaibhav Gupta Designer: Greg Rubner Executive Producer: Hillary Thomas Executive Producer, Color: Krista Staudt Producer: Warwick Hewett & Katie Buckley Color Producer: Denise Brown Project Manager: Anuradha Behera Associate Producer: Gauri Dilip Kulkarni Production Coordinator: Rihza Ibrahimkutty Audio and Sound Design Lime Studios Michael Anastasi: Sound Design Michael Baran: Sound Design Assistant Joel Waters: Audio Mixer Kris Huayta: Audio Assistant Cassie Underwood: Producer Susie Boyajan: Executive Producer Music: Music Company: Songs for Film & T.V. Music Supervisor: David Fisher Music Coordinator: Amelia “Meels” Einhorn Song: “O YA" Artist: Colony House Songwriters: Caleb Chapman and Will Chapman; Porsche Cayenne Car Configurator by Infillion and PHD for Porsche
Porsche Cayenne wanted more consumers to experience its features and luxury. The brand partnered with Infillion to create an interactive car configurator experience across desktop, mobile, and CTV video publishers where consumers can customize either a Cayenne S or a Cayenne S Coupe. The campaign drove lift throughout the funnel, with 13% lift in Awareness and a 17% lift in consideration. On top of those numbers, the ad saw an average of 4.7 interactions on mobile and an 7.7% click-thru rate on desktop.
Credits: PHD: Hayley Morlock, Associate Director, Strategy Callie Dodd, Supervisor, Strategy Ana Pagan Garcia, Media Strategist Porsche: Ayesha Coker, Vice President of Marketing Scott Baker, Director, Marketing Communications Nasreen Qureshi, Content Strategy, Brand Marketing Nnedike von Bergen, Digital Marketing Manager Chandra Culpepper, Content & Production Manager Meagan Sabato, Digital Marketing Specialist Infillion: Lee Tross, Sr. Client Partner Morgan Payne, Client Success Julie Homerding, Client Success Nikki Koppers, Sr. Creative Strategist Victoria Choe, Sr. Graphic Designer Hannah Chan, Producer

Search Marketing: SEM Campaign: Media Unification. Full-funnel approach fuels paid search KPI’s, increasing awareness and conversions. by NP Digital for Universal Technical Institute (UTI)
Universal Technical Institute is an accredited trade school offering a variety of programs or areas of interest (AOIs). NP Digital has been running paid search, paid social, and YouTube, but was tasked with upper funnel advertising to drive brand awareness, user interest, and search intent. The strategy reduced wasted spend through audience management and consolidated reach/frequency controls. Total available brand search impression inventory rose by 47% YoY, with clicks almost doubling. Lead volume also saw significant increases.
Credits: Greg Peshek, Sr. Account Director, NP Digital Jessica Schildgen, Sr. Account Manager, NP Digital Sherry Chen, Associate Director of Paid Media Strategy, NP Digital Lisa Phan, Sr. Manager of Paid Search, NP Digital Cory Eckley, Manager of Paid Search, NP Digital Dana Heins, Director of Programmatic, NP Digital Andi Johnston, Manager of Programmatic, NP Digital Erik Butler, Divisional Director of Marketing & Advertising, Universal Technical Institute Kurt Eddy, Divisional VP of Marketing, Universal Technical Institute Bianca Hopper, Divisional Director of Digital Content Marketing, Universal Technical Institute Jon Lewis, Divisional VP of Brand & Strategy, Universal Technical Institute Kayla Wight, Divisional Digital Marketing Specialist, Universal Technical Institute Faye Novkovic, Divisional Sr. Manager of Digital Marketing, Universal Technical Institute; Efficiency at scale. Paid search strategy delivers +28% revenue boost with decreased spend. by NP Digital for ZAGG
ZAGG came to NP Digital to improve performance marketing through growth and efficiency in their paid search program. The agency restructured all paid search campaigns, simplifying and consolidating ad groups. It expanded into TROAS bidding, enhanced conversions, and Performance Max. Managing all campaigns from one ad account let NP Digital track conversions and gain attribution insights across all Google campaigns. The year-over-year results saw 28% lift in revenue and improved efficiency by 38%, while also decreasing cost-per-conversion by 18%, decreasing spend and making the overall program more efficient.
Credits: Sarah Lich, Sr. Account Director, NP Digital Bethany Sloane, Director of Paid Search, NP Digital Matt Wilkerson, Sr. Manager of Paid Search, NP Digital Bryen Comer, Sr. Manager of Paid Search, NP Digital Eric Bright, VP of Ecommerce, ZAGG Brayden Martin, Digital Marketing Director, ZAGG; Search-powered campaign from Captify and WITHIN builds brand awareness and engagement for bareMinerals by Captify/WITHIN for bareMinerals
Search-driven intent data let Captify and WITHIN help bareMinerals identify new and existing customers for its Original Pure Serum Foundation. Captify’s search insights revealed that in-market consumers were most interested in a SPF foundation’s dewiness and brightening capabilities, the creative built for the campaign highlighted those characteristics. The campaign successfully surpassed its KPI benchmarks, resulting in a 9x increase in searches for bareMinerals, and click-through rates and engagement reached 0.5% and 0.37%, respectively.
Credits: Lux Kanchuga, Senior Account Executive, Captify Marisa Zaldivar, Director of Integrated Media, WITHIN Olivia Dabney, Integrated Media Manager, WITHIN Joshua Miller, Executive Director, Global Paid Media, Orveon

Search Marketing: SEO Campaign: “Motorcycle” #1 SEO Campaign by Bold Orange Company for Indian Motorcycle
Indian Motorcycle, America's first motorcycle company, relied on Bold Orange Company to create an ambitious SEO project to claim the top spot in search rankings for the competitive keyword "motorcycle." The agency developed a strategy to create authoritative content, mobile-first and SEO Integration, and improve the site structure. It made it easier for Google to crawl, understand, and index content. The brand reached the No. 1 ranking in less than one week. Searches including "motorcycle" saw a 3.8x increase overall and a 4.3x increase in mobile traffic.
Affiliated Agency: NA
Credits: Tom Lord, Creative Director, Bold Orange Company Tanner Quie, Director of XD, Bold Orange Company Andy Thomson, Director of Search, Bold Orange Company Brieanna Puckett, Associate UX/UI Designer, Bold Orange Company Honovi Ho, UX/UI Designer, Bold Orange Company Gabe Warnke, Sr. Copywriter, Bold Orange Company Sam Bauer, SEO Strategist, Bold Orange Company Jessica Bjerga, Sr. Project Manager Ashley Skelly-Lekson, Supervisor, Client Strategy & Services, Bold Orange Company Meghan Shepard, Sr. Director, Client Strategy & Services, Bold Orange Company; Elevating Awareness for American Express Travel Hotel Offerings Through SEO and SERP Optimization by iCrossing x American Express TLS by iCrossing for American Express
American Express Travel faced wanted to improve digital visibility across 800,000 location pages and 2,000 property pages in 50 markets. The goal to increase non-brand visibility and capture new image SERPs for hotel properties sat with iCrossing, despite complexities of compliance and property owner approvals. It was done by focusing on Schema use, internal linking and enhanced structured data. Keyword rankings in the first three positions in search improved by 1% YoY for Q2 and Q3, and Q3 keyword totals increased by 48% YoY. Organic traffic rose 348.4% YoY, bringing in an additional 32.1K visits. The campaign positively impacted 100,000 URLs across key markets.
Credits: Amy Stair, Associate SEO Director, iCrossing; Amy Li, SR SEO Analyst, iCrossing; Claudia DeCoux, Group Director, SEO and Performance Marketing, iCrossing; Gabriela Hunter, Senior Manager, Paid Media & SEO Marketing, Travel & Lifestyle Services, American Express; Hilary Freed, Manager, Onsite Marketing and Customer Journeys; Hello Kitty’s 50th. Claire’s organic search strategy boosts traffic, increases sales by 20X. by NP Digital for Claire's
Hello Kitty turned 50 this year, a product staple at Claire’s for years. The store partnered with NP Digital to create a SEO strategy that included in-depth research, content development, and implementation of best practices. Hundreds of products pages were optimized to ensure relevancy for high-scoring keywords. Research uncovered opportunities to create new pages to capture incremental search demand for relevant keyword themes, specifically a Hello Kitty Gift Guide. The campaign created first-page rankings for “Hello Kitty accessories,” “Hello Kitty toys,” “Hello Kitty gifts” and more than 4,000 top non-brand queries fueled organic growth.
Credits: Jill Mailander, Account Director, NP Digital Jenny Haskins, SEO Strategist, NP Digital Rachael Clinger, Manger of Content Strategy, NP Digital Fred Cardoso, Digital Marketing Manager, Claire's Tori Chalmers, Global Director of Copy, Claire's Kristen Fronmuller, Digital Merchandiser, Claire's Rob Tack, Chief Digital Officer, Claire's

Social Campaign Across Platforms: Crayola and TheSoul Publishing: Crafting Connections on YouTube and Beyond by TheSoul Publishing for Crayola
Crayola, the brand that starts firing people’s creativity long before they can even say “crayon,” has outdone itself. The same minds that understand Carnation Pink plays a different role than Magenta are maximizing the difference between social platforms. That can mean quick DIY craft hits or celebrity connections on TikTok, longer tutorials on YouTube, and entirely different projects—like the origami Unicorn bookmark—for the visual thinkers who flock to Pinterest. With 360 videos earning 745,000 watch hours, this inspiring effort clocked in 99.6 million beautiful, kid-safe views.
Credits: We prefer not to name individuals; Bird Ballparks by DIRECTV for DIRECTV
Directv has taken its comical “For The Birds” ad campaign to new levels of humor. Partnering with MLB Hall of Famer Randy “The Big Unit” Johnson, who famously exploded a bird with a fastball, its winning over baseball fans. Johnson helps turn discarded satellite dishes into miniature bird sanctuaries. Fans can win a Bird Ballpark or even a “Millet Mullet” –Johnson’s famous hairdo, rendered in birdfeed. Influencers promoted the sweepstakes, and Johnson went on a press tour talking to sports media about the activation and driving awareness.
Affiliated Agency: TBWA\Chiat\Day - The ad was created by DIRECTV in conjunction with TBWA\Chiat\Day
Credits: DIRECTV Vince Torres: Chief Marketing Officer Kelly Jo Sands: SVP, Digital & Marketing Sheri Holmes: AVP, Advertising & Creative Services Sheida Karami: Senior Director, Advertising & Creative Services Ty Tanioka: Lead Marketing Manager, Advertising Jon Greer: VP, Communications & Community Nick Ammazzalorso: Senior Director, Communications & Community Chris Rash: AVP, Ecommerce Marc Kelm: Senior Director, User Experience TBWA\CHIAT\DAY LA Creative Jason Karley: Executive Creative Director Mark Winters: Group Creative Director Ryan Buckley: Group Creative Director Lex Singer: Senior Copywriter Laura Dickie: Senior Art Director Production Anh-Thu Le: Executive Director of Production Robert Punchard: Executive Director, Production Operations Alicia Portner: Senior Producer Dessiah Davis: Head of Content Delivery Anna Brito: Senior Content Delivery Manager Natty Hernandez: Content Delivery Coordinator Nyaze Vincent: Executive Producer, Integrated Production Van Corsa: Senior Producer, Digital Innovation / Integrated Production Robin Rossi: Director of Business Affairs Emily Machtinger: Senior Business Affairs Manager Eliane Rodriguez: Talent Payment Manager Ashleigh Millette: Associate Director, Client Finance Nick Huynh: Finance Budget Manager Account Matt Theisen: Group Brand Lead Emily Gill: Brand Director Carlos Quintanilla: Brand Director Dalton Butler: Brand Supervisor Sami Rohde: Brand Executive Lawrence Gonzales: Project Manager Strategy Katie Acosta: Executive Strategy Director Hannah Schweitzer: Senior Strategist Laura Mayer: Head of Data Josh Brinkmann: Senior Data Strategist Kevin Anthony Bautista: Associate Director of Connections; Saylor’s Prime Video Reactive Campaign by Saylor for Prime Video Reactive
With such a massive catalog, Amazon Prime needed to mine the scenes and moments most likely to get people talking. This effort started by obsessively monitoring and analyzing social conversations, scouring every sub-Reddit and viral moment. It then spun out the content types that resonate most with audiences. The effort didn’t just get viewers to like, click and share across platforms. Reactive content generated 80 million impressions and 4.9 million likes. And it got them talking back, making more than 18,000 comments.
Credits: Will Trowbridge, Saylor Sean Reed, Saylor Iña de las Alas, Saylor Rebecca Smythe, Saylor Silvia Magana, Saylor Jasmine Chao, Saylor Christina Tucker, Saylor Kellen Schneider, Saylor Shelli Nicole, Saylor Kelsey Gomez, Saylor Ryan Ford, Saylor Breanne Sedano, Saylor Tiffany Chen, Saylor Marcus McKinney, Saylor Orion Huang, Saylor Jean Hsi, Saylor Mia Holley, Saylor Kyle Gilbertson, Saylor Dani Sauriol, Amazon Prime Video Kimberly Horn, Amazon Prime Video David Amaya, Amazon Prime Video Kane Diep, Amazon Prime Video Madi McCullough, Amazon Prime Video

Social: Use of Single Platform: Toxic Therapy by Truth Initiative ~ GALE ~ Nomology for Truth Initiative
Vaping is rough on the lungs, posing a danger to the 11% of Gen Z who use e-cigarettes. This effort wins by understanding how highly this demographic values video content, especially when served up on YouTube. It leveraged a critical insight: While this group prizes mental health and taking care of themselves emotionally, they were largely unaware that vaping increases stress. Through advanced targeting and optimization, Truth Initiative showed extreme brand lift across the Gen Z audience on highly influential content across YouTube that resonates deeply with the audience's interests and video consumption.
Credits: Jamie Federbush - Truth Initiative - Director of Media Evan Mann - GALE - Director Bobby Orton - VP - Nomology; Cushing Connections Reddit Pilot by Corcept Therapeutics for Corcept Therapeutics
Community-based social platforms have long been lifelines for people suffering from rare diseases. This campaign takes its unique educational twist to Reddit, where it found an active audience of Cushing’s patients and undiagnosed patients seeking emotional support, second opinions on symptoms and diagnosis, answers to health-related questions, and a forum for sharing health success stories—all places it could lend support through resources provided on Cushing’s Connection. And it beat Reddit’s pharma benchmark by 38%.
Affiliated Agency: SSCG Media (Patient Media AOR), Patients & Purpose (Patient Creative AOR)
Credits: Myles Lawless, Sr. Director, Marketing, Corcept Therapeutics Marie Cooper-Ramos, Associate Director, Marketing, Corcept Therapeutics Michael Caruso, SVP of Biddable Media, SSCG Media Rafael Rodriguez, Supervisor, Biddable Media, SSCG Media Nicole Oclatis, VP, Art Supervisor, Patients & Purpose Peter O’Donnell, VP, Group Copy Supervisor, Patients & Purpose; Saylor’s Disney Studios TikTok Campaign by Saylor for Disney Studios
Using only live-action content, this campaign elevated Disney Studio’s “Be Our Guest” legacy to new heights. The work came to life on TikTok, thanks to a brand voice that blended Disney’s traditional charm with a modern twist, creating content that resonated across generations. Key elements of the campaign included exclusive behind-the-scenes videos, social-forward points of view, and creative adaptations of trending TikTok challenges. Content struck a balance between promoting the new and celebrating beloved classics, appealing to new and longtime Disney fans, and reaching 242 million TikTok users.
Credits: Jason Eskin, Disney Studios Becca Haw, Disney Studios Shawk Kalsi, Disney Studios Greta Gordon, Disney Studios Mariah Villarreal, Disney Studios Will Trowbridge, Saylor Sean Reed, Saylor Myke Brown, Saylor Iña de las Alas, Saylor Jasmine Chao, Saylor Erin De Boer, Saylor Emily Livingston, Saylor Hannah Fontanelli, Saylor Hector Harold, Saylor Mia Holley, Saylor Kyle Gilbertson, Saylor Jean Hsi, Saylor Lucas Tipton, Saylor Beanne Sedano, Saylor Tiffany Chen, Saylor

Best Relaunch of Consumer Website: Rising Voices by Bond for Indeed
Indeed redesigned its "Rising Voices" website, with an eye toward highlighting BIPOC filmmakers and engaging a young, socially conscious audience. Working with Bond, Lena Waithe and Hillman Grad Productions, Indeed took a mobile-first approach, emphasizing speed,, ease of navigation and a visually appealing design. It also sought to enhance the site’s search engine performance, increasing the number of SERP features from 7 to 45, contributing to a 390% increase in site visits. The result was a dynamic platform that brought BIPOC filmmakers into the spotlight.
Credits: Ali Carreon - Designer Ariel Venner - UX designer Darcy Jones - Account Supervisor David Vo - Director of Development Deanne Fernandes - Digital Product & Platforms Manager Lauren Gilbert - Senior Producer Madison Baum - Account Executive Ryann Matthews - Executive Creative Director; Korlym.com Omnichannel Maturity Relaunch by Corcept Therapeutics, Incorporated for Korlym (mifepristone)
Corcept Therapeutics relaunched the Korlym.com/hcp, the professional-facing hub of its healthcare product Korlym (mifepristone) earlier this year. Having evolved over 12 years, the ecosystem was fragmented and decentralized, and the company had to change everything from the technology infrastructure to its content approach. It established key capability pillars for digital success, including unified end-to-end experience across audiences, interconnected technology infrastructure, standardized digital execution and Integrated data and analytics. The result was a 30% reduction in ecosystem complexity, faster project delivery, and growth in customer demand.
Affiliated Agency: EVERSANA INTOUCH
Credits: • Myles Lawless, Sr. Director, Digital & Omnichannel Marketing, Corcept • John Hilton, VP Marketing, Corcept

Best Tentpole Campaign: Defender Service Award by Hearts & Science for Land Rover
For over 70 years, the Land Rover Defender has been a trusted ally in global humanitarian efforts. The Defender Service Awards aims to get customized vehicles and financial aid to nonprofits. The content strategy revolves around documentary-style videos and articles disseminated through digital channels, podcasts, and social media. The 2023 Defender Service Awards campaign received 650 video submissions and over 2,239 referrals. More than 450,000 votes were case and the campaign hub received over 700,000 visits, generating 1 billion earned media impressions.
Affiliated Agency: Arena Group, Hearst Corporation, Outside Interactive – Media Owners
Credits: Melissa Matthews Hearts & Science Executive Director, Branded Entertainment Ellen Greene Hearts & Science Associate Director, Branded Entertainment Lauren Hosein Hearts & Science Director, Digital Activation Jane Bader Hearts & Science Associate Director, Digital Activation Andrea Plotts Hearts & Science Associate Director, Paid Social Christina Han Hearts & Science Director, Planning and Strategy Jeremy Pope Hearts & Science Executive Director Hilary Grace JLR Media Manager Joe Stauble JLR Brand Manager Henry Kopacz JLR Senior Brand Specialist; Forces of Nature by Carat for Mastercard
Mastercard’s GRAMMYs campaign turned a premier awards show into an environmental catalyst. From intrusion to integration, Mastercard debuted SZA’s eco-anthem “Saturn” with tree seeds embedded in her wardrobe, transforming a commercial break into a viral sensation. The campaign erupted with 116.9M+ views in just one week and 1B+ social and earned impressions over the course of the campaign. Strategic alliances with social platforms and content integrations converted everyday actions into climate victories, restoring over half a million trees.
Affiliated Agency: Carat, Media and Production; McCann, Creative; R&CPMK - Talent Negotiation & Management; Ketchum, PR
Credits: Carat Mark Jones, Client President, Carat Kerry Doyle, EVP, Content, Carat Julie Kessler, SVP, Carat Elizabeth Cambridge, VP, Content Ross Archer, VP, Video Investment Marissa Bonanno, Director, Planning, Carat Olivia Licata, Director, Digital, Carat Mastercard Rustom Dastoor, EVP, Head of Marketing and Communications for North America, Mastercard Anne Valentzas, SVP, Consumer Marketing and Sponsorships, Mastercard Aimee Atkinson, VP, Media, Digital and Social, Mastercard Shelby Ladenheim, Director, Consumer Marketing, Mastercard Mannie Thompson, Manager, Consumer Marketing, Mastercard Ciel VanderVeen, Director, Digital & Social Marketing, Mastercard Chanelle Lowe, Manager, Digital & Social Marketing, Mastercard Tara Marston, Director, Media & Brand Partnerships, Mastercard Paul Giordano, Manager, Media Planning, Mastercard Alyssa Rosenblatt, VP, Communications, Mastercard Margaret Williams, Director, Communications, Mastercard Luis Araujo, VP, Sponsorships, Mastercard Joyce Hui, Director, Sponsorships, Mastercard Aaron Staples, Manager, Sponsorships, Mastercard Michael Moutenot, SVP B2B and Product Marketing Lisa Maxwell, VP B2B Marketing Ilene Gropper, VP B2B Marketing Elisabeth Blache, Director B2B Marketing Michelle Morton, Director B2B Marketing McCann Sean Bryan, Chief Creative Officer, North America Chad Baker, SVP Group Creative Director Ethan Schmidt, SVP Group Creative Director Katie Davis, Associate Creative Director Bec Matlioski , Associate Creative Director Alan Lin, VP Strategy Director Judi Nierman, SVP Executive Producer Mike Morettoni, VP Account Director R&CPMK David Hargis, SVP Talent Negotiation & Management Ketchum Tim Rice, EVP, Financial & Professional Services Paramount Brand Studios Dayo Harewood and Jenny Lee Human Person Ian Valentine and Molly Leishman ICON – Social Activation Sydney Mueller, Paid Social Media Manager; SONIC Drive-In Eclipses the Competition by SONIC Drive-In (Inspire Brands) for SONIC Drive-In (Inspire Brands)
More than 400 SONIC Drive-Ins were located within the path of totality for the Great North American Eclipse of 2024. SONIC introduced the Blackout Slush Float and offered guests a free pair of ISO-certified eclipse viewing glasses with every purchase. In the week leading up to the eclipse, SONIC reported a +4.5% sales increase and on Eclipse Day the brand saw a +9% sales increase. The program resulted in 10B+ impressions via 3,000+ placements across verticals. The influencer partnership garnered 1.2MM+ organic views on Instagram. Paid magazine partnerships resulted in more than 11M impressions and social posts that surpassed engagement benchmarks by 17%.
Affiliated Agency: MSL
Credits: Brent Reams Burke, PR Manager, SONIC Drive-In; Sophie Merven, Vice President, Brand PR & Events, Inspire Brands

Best Use of Video on Social Platforms: How Carnation Milk and a Grandma Dominated TikTok by Reach Agency for Carnation Milk
Carnation received an unexpected boost when a 96 year-old grandmother recited a jingle for Carnation Evaporated Milk from a 1940s contest on her granddaughter’s TikTok, generating 16 million views. The brand and Reach Agency sought to leverage this viral moment. boosting Carnation’s TikTok presence and partnering with The Gregory Brothers to songify the jingle. The campaign produced a 3% increase in category sales, a 17.1% lift in ad recall and a 6% lift in brand awareness, while drawing 107 million views and 2.6 million engagements.
Credits: Gabe Gordon, CEO, Reach Agency Isabelle Eckel, Account Manager, Reach Agency Majah Carberry, Influencer Marketing Director, Reach Agency Brad May, VP of Creative & Strategy, Reach Agency McKenzie Fields, Strategy Director, Reach Agency Tommy Nguyen, Junior Strategist, Reach Agency Lauren Gardiner, Senior Creative Producer, Reach Agency Ally Kroeckel, Social Content Creator, Reach Agency; Sargento “Keeping It Real En La Cocina” by My Code for Sargento
Sargento improved its brand equity among Hispanic millennials and established Sargento as their go-to brand for different meal occasions with a social campaign created with My Code. It produced four tentpole events—Mother’s Day, Summer Grilling, Family Dinner and Holiday. Two influencers, Jose and Ariana, amplified the message on their social channels, providing recipes for the tentpole occasions. There were 86 posts on TikTok, Facebook and Meta.. And the campaign utilized HipLatina and Comedera to post recipes. The effort emphasized the slogan, “Keeping It Real.”
Affiliated Agency: Dentsu
Credits: Samycia Lewis, Account Manager Lead, My Code Cinthia Hallisey, Senior Production Manager, My Code Elynor Collado, Director of Content Production, My Code Alysia Sargent, Senior Director of Sales, My Code Antonio Clipperton, Jr. Account Executive, My Code Michael Viveiros, Director of Research, My Code Ellen Nimrod, Sr. Research Manager, My Code; RomCommerce by Zenith for Walmart
Walmart wove 330+ products into a 23-episode series titled “Add To Heart.” It launched the shoppable RomCom created by Zenith in under three months. This entailed working with TikTok to increase the ad unit limit from :60 to 3:00. Over 60 minutes worth of content were produced. Each episode featured 10 items in the scene and audiences could purchase these items with a single tap. The reaction? One consumer said, “I never thought my favorite holiday movie of the year would be a Walmart ad!”
Affiliated Agency: Fallon, Publicis NY, the community, Contender, and Digitas
Credits: Alda Abbracciamento, President, Publicis NY Nikki Baker, Chief Creative Officer, Fallon Robert Clifton Jr., Chief Creative Officer, Contender Travis Parr, Executive Creative Directo, Fallon Ricky Vior, SVP, Executive Creative Director, the community Silvio Caielli, Group Creative Director, the community Caitlin Fitzgibbons, Creative Director, Fallon Kendra Croft, Associate Creative Director, Contender Abby Gross, Creative Director, Fallon Sara Cummings, Creative Director, Fallon Copywriter, Associate Creative Director, Contender Grace Geary, Art Director, Fallon Paige Goeser, Art Director, Fallon Gabriela Diaz, Senior Copywriter, the community Kayla Hall, Copywriter, Fallon Jameson Miller, Copywriter, Fallon Daniel Arenas, EVP, Design, Publicis NY Lydia Bickal, Associate Creative Director, Design, Publicis NY Shaofen Deng, Designer, Publicis NY Chris Detoy, Head of Production, PXP Ben Latimer, Executive Producer, PXP Eva Pipa, Senior Producer, PXP Lauren Pulwer, Managing Director, Publicis NY Courtney Jones, SVP, Group Account Director, Publicis NY Gala Moyal, Account Director, the community Virgina Adams, Account Director, Digitas Deirdre Maher, Account Supervisor, Digitas Andrea Mosk, Account Supervisor, Publicis NY Julia Frayne, Account Supervisor, Fallon Robin Oksenhendler, SVP, Director Business Affairs, PXP Yenia Paez, Associate Director, Business Affairs, PXP Devona Mayeur, Senior Manager, Business Affairs, PXP Martin Connolly, VP, Group Director Program Management, Publicis NY Kaitlin Counihan, Associate Director, Program Management, Publicis NY A.J. Tomiak, Associate Director, Program Management, Publicis NY Taylor Raczkowski, Associate Director, Design Program Management, Publicis NY Patrick White, Chief Strategy Officer, Publicis NY Melissa Panasci, VP, Strategy Director, Publicis NY Celeste Yee, Associate Director, Connections Strategist, Digitas Cole Nixon, Senior Strategist, Publicis NY Missy Young, Social Strategist, Fallon Megan Harris, EVP, Strategy, Zenith Dan Rolli, EVP, Total Integrated Investment, Zenith Andrew Colberg, EVP, Data & Analytics, Digitas Kait Grier, SVP, National Video Investment, Zenith Michael Valentin, SVP, Digital Investment, Zenith Mackenzie Weilheimer, Director, National Video Investment, Zenith Victoria Martins, Director, National Video Investment, Zenith Ileza Dantzig, VP, Strategy & Planning, Zenith Sami Meyerson, Associate Director, Strategy, Zenith Vera Shaw, Supervisor, Social Buying, Zenith Erica Dunton, Director, Merman Erica Dunton, Writer, Merman Emily Bensinger, Writer, Merman Kira Carstensen, Executive Producer, Merman Elizabeth Niles, Executive Producer, Harbor Alex Minnick, Editor, Harbor Jon Higgins, Editor, Harbor Amanda Marien, Editor, Harbor David Soto, Creative Director, Motion Design, Harbor Pete DeAndrea, Flame Artist, Harbor Nick Hasson, Senior Colorist, Harbor Steve Perski, Creative Director, Commercial Sound, Harbor William White, CMO, Walmart Casey Schlaybaugh, Vice President, Brand, Walmart Russ Mischner, Senior Director, Creative Strategy, Walmart Alexis McEntyre, Director, Integrated Marketing Communications, Walmart David Hartman, Vice President, Creative, Walmart Travis Roberston, Group Director, Creative, Walmart Clifton Myers, Associate Director, Brand Management, Holiday Seasonal Marketing, Walmart Katie Hearst, Senior Manager, Marketing Planning & Strategy, Walmart Jillian Haney, Group Creative Director, Head of Style, Walmart

Virtual Reality/Augmented Reality: Carhartt Snapchat Holiday 2023 by January Digital for Carhartt
Carhartt and its media agency January Digital executed a Snapchat campaign leveraging augmented reality to drive brand growth among Gen Z and Millennials. The heritage workwear brand aimed to expand beyond its traditional industrial customer. The multi-touch AR strategy exceeded performance expectations and Snapchat benchmarks. Leveraging Snapchat's AR lenses yielded 10% more efficient ROAS than the brand's paid social average with improvement also seen across brand metrics and awareness. Through immersive AR experiences resonating with younger shoppers, Carhartt drove brand growth and purchases.
Credits: Susan Hennike, Chief Brand Officer, Carhartt Chad Cornstubble, SVP of Direct to Consumer, Carhartt Charlotte Roach, Director Marketing, Carhartt Katelyn Aubuchon, Director Marketing, Carhartt Brendan Lokes, Manager Brand Media, Carhartt Conor McCarrey, Senior Marketing Specialist, Content, Carhartt Jessy Robison, Marketing Specialist, Performance, Carhartt Jeremy Ekes, Senior Director, Client Strategy & Service, January Digital Brian Borchers, Director, Client Strategy & Service, January Digital Sarah Nguyen, Director, Client Strategy & Service, January Digital Salome Sadovnik, Senior Manager, Client Strategy & Service, January Digital Christen Borg, Senior Coordinator, Client Strategy & Service, January Digital; Influencer Trend Edit by Socially Powerful for Amazon Fashion EU
Amazon Fashion's hosted a 100-person event in London to launch the Influencer Trend Edit—an influencer-curated selection of trending fashion items designed to position Amazon Fashion as a leader in fashion trends and Gen Z culture. Central to the campaign was an AR-powered Virtual Try-On Mirror. With 47 influencers generating over 250 pieces of content, the effort surpassed initial KPIs by 156.3%, and achieved a strong Video Engagement Rate of 3.56%. The campaign also delivered a +53% boost in organic content.
Affiliated Agency: Apache (developers of the Virtual Try On mirror technology) , Amazon Studios (executed the influencer photoshoot and hosting the Influencer Trend Edit event)
Credits: Olivia Shepherd, Miss, Socially Powerful Chloe Crossley, Miss, Socially Powerful Katie Gould, Miss, Socially Powerful Emily Arcedeckne-Butler, Miss, Socially Powerful Joe Sheaves, Mr, Socially Powerful

Online Marketing Excellence by Industry Sector and Websites

Activism/Public Service: Corporate Responsibility: Defender Service Award by Hearts & Science for Land Rover
While the Land Rover Defender has been a trusted ally in humanitarian efforts for decades, its latest efforts have taken the commitment to those carrying out critical missions even further. With Americans giving to charity at the lowest level in nearly 30 years, this iteration of the Defender Service Awards relied on documentary-style videos and articles to galvanize supporters to donate, drawing a wider circle of non-profits. Content revisited the profound impact of past winners, connecting with viewers on a personal level and inspiring its brand community.
Affiliated Agency: Arena Group, Hearst Corporation, Outside Interactive – Media Owners
Credits: Melissa Matthews Hearts & Science Executive Director, Branded Entertainment Ellen Greene Hearts & Science Associate Director, Branded Entertainment Lauren Hosein Hearts & Science Director, Digital Activation Jane Bader Hearts & Science Associate Director, Digital Activation Andrea Plotts Hearts & Science Associate Director, Paid Social Christina Han Hearts & Science Director, Planning and Strategy Jeremy Pope Hearts & Science Executive Director Hilary Grace JLR Media Manager Joe Stauble JLR Brand Manager Henry Kopacz JLR Senior Brand Specialist; See You There by Initiative Canada for Black & Abroad
Plenty has been said about racial bias in artificial intelligence. Few campaigns have illustrated the problem and its impact as vividly as this effort. After training AI, the brand team asked it to create images of people in specific locations, providing them with photos of real Black travelers. AI’s response? It transformed those travelers of color into blue-eyed blondes or rendered healthy Black men to appear gaunt and disheveled. Black & Abroad’s effort raises awareness about the bias in generative AI models and the need for greater representation.
Affiliated Agency: McCann Canada (Creative)
Credits: Black & Abroad Eric Martin - Chief Creative Officer & Co-Founder Kent Johnson - Chief Strategy Officer & Co-Founder Initiative Sammy Rifai - Chief Strategy Officer Chris Gairdner - VP, Head of Creative Partnerships Christian Kern - Group Director, Strategy Samantha Rosenberg - Director, Creative Partnerships Hawie Kenea - Senior Communications Designer Bethany Coke - Senior Communications Designer Ramzi Thabit - Project Manager Kinesso Olivier Leblond - Senior Vice President, Client Strategy & Growth Debrani Ghosh - VP, Performance Solutions Delivery Vivek Menon - Senior Director, Data Strategy Roksolana Plysyuk - Associate Director, Audience Strategy Tyler Dmytrow - Vice President, Head of Social McCann Canada Ian Mackenzie - Chief Creative Officer Pedro Izzo - Creative Director Sydney Gittens - Art Director Leo Ding- Copywriter Thiago Santarem - Senior Product Designer Colin Craig - Executive Creative Director Elijah Di Gangi - Associate Creative Director Arnaud Icard - Group Director, Product Development Stef Fabich - SVP, Director of Production Nikhil Bijlani- Project Manager Gary Gimelfarb - Director of Production Abdul Dau - Senior Analyst Mitch Wong - Associate Strategy Director Luis Pinto - Senior Manager, Platforms David Imbrogno - Senior Email Developer Anthony Pilger - Developer Jason Kan - Motion Designer Jean-Pierre Goulet - Photo Retoucher Dan Dragicevic - Production Designer Bradley Hodgkinson - Production Lead Ryan Timms - President Stefanie Kubanka - EVP, Managing Director Elizabeth Sellors - Chief Operating Officer Production: The Den Editorial Tania Mesta - Editor Gabe Sanchez - Colorist Laura Macauley - Managing Director Jennifer Mersis - Executive Producer Kortney Rubottom - Sr. Producer Case Production: School Editorial Lauren Horn - Editor Steve Villeseche - Producer Yumi Suyama - Executive Producer Audio: Grayson Music Group Nicholas Shaw - Senior Producer Mark Domitric - Voice/Session Director Vlad Nikolic - Engineer Shutterstock Meeckel Beecher - Global Head, Diversity, Equity and Inclusion and Social Responsibility Lori Rodney - Head of Global Communications Kristie McCrory - Contributor Strategist Greg Wizman - Agency Lead, Shutterstock Studios John Lapham - General Counsel; Pollinator Strong by Bold Orange Company for Great River Energy
Minnesota was once a pollinator’s paradise with 18 million acres of native prairie land for birds, butterflies and other insects. Today, only 1% of prairie land remains. This impressive state-wide initiative aims to expand the acreage of pollinator-friendly habitats, using a strong name, brand identity and attention-grabbing campaign. In raising awareness, it is inspiring member-owner cooperatives to join in, adding more than 100 locations and restoring 300 acres of prairieland.
Affiliated Agency: NA
Credits: Jim Specht, Chief Experience Officer, Bold Orange Company Allie Rangel, Group Creative Director, Bold Orange Company Jenny Johns, Associate Creative Director/Art Director, Bold Orange Company Lauren Landers, Copywriter, Bold Orange Company Robin Halonen, Sr. Production Designer, Bold Orange Company TJ Patrias, Associate Director, Client Strategy and Services, Bold Orange Company

Activism/Public Service: Non-Profit: How to become a healthier city by The Guardian US for Bloomberg Philanthropies
Urban planning can significantly save lives and alter global public health outcomes, reducing the spread of communicable diseases and injuries. This ambitious effort takes mountains of data to serve up three fascinating examples: Santo Domingo’s focus on road safety, Cape Town’s emphasis on smoke-free changes, and Quezon City’s concentration on food policy. With bright graphics and easy-to-navigate explanations, it highlights the global exchange of ideas, driving huge technical and political advances for many other health problems, including air quality and drug overdoses.
Credits: Jay Lathigra, Art Director, The Guardian US Charlotte Andaloro, Director of Project & Product Management, The Guardian US Corinne McNamara, Creative Director, The Guardian US; Driving While Black by Goodby Silverstein & Partners & Critical Mass for Courageous Conversation Global Foundation
The Driving While Black concept car highlights the dangers Black people experience during traffic stops, using absurd features like the absence of a glove box and a modified steering wheel. It highlights racial double standards and gives people a closer look at the social injustice Black people face every time they drive. The car made its debut at the Detroit Auto Show, and an AR experience allowed people to explore the vehicle. A website shared the tragic stories that inspired each feature.
Affiliated Agency: Goodby Silverstein & Partners and Critical Mass
Credits: Margaret Johnson, Chief Creative Officer, Goodby Silverstein & Partners Anthony O'Neill, Creative Director, Goodby Silverstein & Partners Rony Castor, Creative Director, Goodby Silverstein & Partners Ben Burgoyne, Art Director, Goodby Silverstein & Partners TShea King, Copywriter, Goodby Silverstein & Partners Alanna Johnson, Copywriter, Goodby Silverstein & Partners Pedro Zuccolini, Designer, Goodby Silverstein & Partners Johann Vernizzi, Designer, Goodby Silverstein & Partners Carlos Hernandez, Designer, Goodby Silverstein & Partners Nick Bizzack, Motion Artist, Goodby Silverstein & Partners Leslie Barrett, Managing Partner, Goodby Silverstein & Partners Melissa Buck, Group Account Director, Goodby Silverstein & Partners Thomas Powers, Group Account Director, Goodby Silverstein & Partners Javonta Thomas, Account Manager, Goodby Silverstein & Partners Bonnie Wan, Partner, Head of Brand Strategy, Goodby Silverstein & Partners Christine Chen, Partner, Head of Communication Strategy, Goodby Silverstein & Partners Simran Kaur, Senior Brand Strategist, Goodby Silverstein & Partners Drew Forrest, Communication Strategy Director, Goodby Silverstein & Partners Taylor Yada, Communications Strategist, Goodby Silverstein & Partners Joshua German, Junior Communication Strategist, Goodby Silverstein & Partners Jim Haight, Head of Production, Goodby Silverstein & Partners Timothy Plain, Production Department Manager, Goodby Silverstein & Partners Danielle Riccardi, Executive Producer, Goodby Silverstein & Partners Lorraine Schreyer, Senior Producer, Goodby Silverstein & Partners Karl Williams, Production Manager, Goodby Silverstein & Partners Judy Ybarra, Director of Business Affairs, Goodby Silverstein & Partners Craig Mitchell, Voiceover, CM Effect Val Carlson, Chief Creative Officer, Critical Mass Alissa Hansen, Chief Production Officer, Critical Mass Steve Savic, EVP, Executive Creative Director, Critical Mass Will Danilow, Group Creative Director, Critical Mass Michael McGrath-Sing, Creative Director, Critical Mass Peter von Sass, Copy Director, Critical Mass Tyler Wong, Senior Art Director, Critical Mass Myrrha Boné, Associate Designer, Critical Mass William Mincy, Technology Director, Critical Mass Sarah Pidgeon, Executive Producer, Critical Mass Carolina Rodriguez, Senior Producer, Critical Mass Courtney Ring, Technology Lead, Critical Mass Jaden Rose, Developer, Critical Mass Brendan Azzano, Developer, Critical Mass Tyrah Seitz, Project Coordinator, Critical Mass Charlie Doyle, Associate Strategist, Critical Mass Kelly Liu, Associate Search Strategist, Critical Mass Andrzej Milosz, Group 3D Director, Critical Mass Diego Quesada, 3D Artist, Critical Mass Orlando Villalobos, 3D Artist, Critical Mass Damian Hadala, Tech Strategist, Critical Mass The Mill, Production Company; Serious Foreplay by The Variable for Fuck Cancer
Skin cancer, the most common cancer in the U.S., may not inspire many naughty thoughts. But this clever, high-impact campaign looks to change that with Serious Foreplay, an educational effort encouraging people to take a closer look at their partners during sex. Because early detection means so much in melanoma, leading to a 98% survival rate, the playful effort merges sensuality with health education. And while it is often impossible to get sex-themed content on mainstream platforms, the efforts used workarounds like free “Karmole Sutra” cards—instructive guides for partner skin checks.
Affiliated Agency: The Variable - Strategy, creative, media, social, PR
Credits: Fuck Cancer The Variable

Apparel/Fashion: ALDO achieves 2X surge in revenue contribution with Netcore Cloud’s Customer Engagement by ALDO for Netcore Cloud
To overcome key customer engagement and conversion challenges, Aldo Shoes UAE focused on improving its overall conversion process through omnichannel marketing, data-driven engagement, and targeted campaigns. Using a detailed website traffic analysis, it identified drop-offs, bounce rates, and user behavior patterns. That made it easier to personalize marketing efforts, resulting in automated campaigns that doubled their revenue contribution and improved customer engagement and satisfaction. And in email campaigns following up on abandoned carts, click-through rates rose 9.2%.
Credits: Name- Saarthak Saxena Desg - Assistant Manager- Apparel Group UAE; Influencer Trend Edit by Socially Powerful for Amazon Fashion EU
To get U.K. influencers excited about its style, Amazon Fashion hosted a 100-person event in London, introducing the Influencer Trend Edit. Aimed squarely at Gen Z, the event’s biggest star was an AR-powered Virtual Try-On Mirror, cementing Amazon Fashion’s reputation as a tech innovator. The resulting 360-degree campaign seamlessly integrated a bespoke landing page of influencer trend curations, high-impact out-of-home elements, social influencers and paid social campaigns on TikTok and Instagram. With 47 influencers generating over 250 pieces of content, it delivered a 53% boost in organic content.
Affiliated Agency: Apache (developers of the Virtual Try On mirror technology) , Amazon Studios (executed the influencer photoshoot and hosting the Influencer Trend Edit event)
Credits: Olivia Shepherd, Miss, Socially Powerful Chloe Crossley, Miss, Socially Powerful Katie Gould, Miss, Socially Powerful Emily Arcedeckne-Butler, Socially Powerful Joe Sheaves, Mr, Socially Powerful

Automotive: Campaign: 'Comfort Electric' by Open Influence for Uber
Uber “Comfort Electric” is a campaign targeted at discerning Millennials, Gen X, and Gen Z audiences in the US and Canada. The work aimed to raise awareness and drive adoption of Uber Comfort Electric—an eco-friendly, premium rideshare experience with top-rated drivers. The content, shared across TikTok, generated a total of 1.6 million views and 361,000 engagements, with one post going viral with over 57 million views. Ultimately, the campaign delivered 72 social media assets, paid ads and B-Roll footage, reinforcing Uber’s commitment to luxury, sustainability, and social consciousness.
Affiliated Agency: Johannes Leonardo
Credits: Diana Perlov, Senior Director, Client Success, Open Influence Bess Muggia, Associate Account Director, Open Influence Daniella Corredor, Senior Account Manager, Open Influence Maggie Reznikoff, VP, Account Management, Open Influence Lizzy Sitkin, Associate Account Manager, Open Influence Faria Jabbar, Senior Brand Marketing Manager, Uber Leah Levine, Brand Marketing Manager, Uber Kaitlyn Mendoza, Social + Digital Marketing Lead, Uber Tu Phan, Associate Creative Director, Uber Emily Senecal, Senior Creative Producer, Uber Natalie Purbrick, Global Creative Director, Uber Luana Grasso, Mobility Media Lead, Uber Zoe Kessler, Group Creative Director, Johannes Leonardo Katyana O'Neill, Associate Creative Director, Johannes Leonardo Tessa Conti, Junior Art Director, Johannes Leonardo Tasha Cronin, Head of Production, Johannes Leonardo Brett Fisher, Executive Producer, Johannes Leonardo Forrest Holt, Senior Producer, Johannes Leonardo Alex Olivo, Producer, Johannes Leonardo Krishna Shah, Business Affairs Manager, Johannes Leonardo Trevor Mundt, Senior Account Director, Johannes Leonardo Hanna Mirtle, Account Supervisor, Johannes Leonardo Ale Noceda, Brand Strategy Director, Johannes Leonardo; Impreza “Do What You Saved” by Carmichael Lynch for Subaru of America
Subaru sought to transform its brand appeal and captivate Gen Z and Millennial audience. The campaign provided 10 diverse influencers with an Impreza and asked them to “Do What You Saved.” 19 pieces of created content transformed saved inspirations into experiences. The result was over 2.3 million minutes of content consumed, with 27% of comments focused on Subaru. Subaru saw a 21% increase in awareness among Gen Z, 185% surge in visits to retailer website and 96% boost in traffic to Subaru.com. Gen Z registrations soared by 36.4%.
Affiliated Agency: n/a
Credits: Alan Bethke, Senior Vice President of Marketing, Subaru of America Brian Cavallucci, Associate Director, Advertising, Subaru of America Megan Lee, National Brand Advertising Manager, Subaru of America Sionna Kelly, Brand Advertising Production Specialist, Subaru of America Ryan Johnson, Integrated Media Manager, Subaru of America Erica Meyer, Integrated Media Specialist, Subaru of America Allison Krumm, Social Media & Influencer Strategy Manager, Subaru of America Karley Dowdy, Senior Social Media Specialist, Subaru of America Maxie Ehrlich, Senior Social Media Specialist, Subaru of America Neil Goodspeed, Chief Media Officer, Carmichael Lynch Jenn Kern, Executive Media Director, Carmichael Lynch Taylor Lord, Group Media Director, Carmichael Lynch Lauren Stoelk, Associate Media Director, Carmichael Lynch Kei Demand, Senior Media Planner, Carmichael Lynch Katelyn Anderson, Media Planner, Carmichael Lynch Erin Carley, Media Planner, Carmichael Lynch Dave Kehr, Media Planner, Carmichael Lynch Katy Tenerovich, Director of Social Strategy, Carmichael Lynch Matt Avignon Petersen, Social Director, Carmichael Lynch Senior Social Strategist: Elizabeth Winchester, Carmichael Lynch Hannah McMahon, Social Strategist, Carmichael Lynch Marty Senn, Chief Creative Officer, Carmichael Lynch Randy Hughes, Executive Creative Director, Carmichael Lynch Megan Winterhalter, Creative Director, Carmichael Lynch Steph Hayden, Creative Director, Carmichael Lynch Payton Faber, Writer, Carmichael Lynch Campbell Fay, Art Director, Carmichael Lynch Dominique Anzano, Head of Production, Carmichael Lynch Vicki Oachs, Director of Business Affairs, Carmichael Lynch NeGail Torberg, Interactive Business Manager, Carmichael Lynch Tara DiNicola, Content Business Manager, Carmichael Lynch Jennifer Knutson, Talent Specialist, Carmichael Lynch Stacy Janicki, COO/Director of Account Management, Carmichael Lynch Alissa Anderson, Managing Director, Carmichael Lynch Brad Wellman, Account Director, Carmichael Lynch Jonathan Bush, Product Information Senior Manager, Carmichael Lynch Lucy Steinmann, Project Management, Carmichael Lynch Brenna Smithson, Director of Brand Planning, Carmichael Lynch Nick Howard, Planning Director, Carmichael Lynch Ethan Perushek, Senior Brand Planner, Carmichael Lynch Robin Carr, Senior Analytics Strategist, Carmichael Lynch Rick Johnson, Studio Manager, Carmichael Lynch Drew Stevens, Studio Lead/Artist, Carmichael Lynch Shodee Sawyer, Asset Management, Carmichael Lynch Jay Ditzer, Proofreader, Carmichael Lynch Tatyana Podolyanchuk, Senior Client Finance Manager, Accounting, Carmichael Lynch; Nissan Rogue Two-Screen Reveal by Infillion and OMG for Nissan
The TV ad opens with the user in the driver’s seat of a Nissan Rogue with a windshield covered in ice. After scanning a QR code, users wipe the ice off the windshield on their TV’s screen by swiping on their phones. Interaction rates outpace benchmarks: Scan rates (.06% vs. a 0.01% benchmark), Time Spent (57s vs. 50s) and Average Interactions (12x vs. 3.2x) This unit drove +10% in Awareness, +18% in Familiarity, +20% in Consideration, +40% in Preference and +45% in Purchase Intent.
Affiliated Agency: TBWA\Chiat\Day, Creative Agency
Credits: Nissan North America · Terri Welch, Sr. Manager, Marketing Communications · Monica Rodriguez, Strategy & Social Media, Marketing Communications · Erich Marx, Director, Marketing Communications · Tony Weeks, Sr. Manager, Media Nissan United / OMG / TBWA\Chiat\Day · Gabriela Balaguer, Sr. Business Manager · Barney Baxter, Business Lead · Javi Smartt · Victoria Lyons, Sr. Art Director · Briatni West, Sr. Copywriter · Basil Cowieson, Group Creative Directory · Tim Bosch, Sr. Director · Haitham Abdo, Manager, Digital Media Activation · Christina Gazivoda, Sr. Associate, Digital Activation · Nikola Zivkovic Infillion · Mark Starzynski, Principal Client Partner · Dylan Klein, Client Success · Jim Richardi, VP, Production · Brian Cullen, VP, Creative Strategy · Felipe Reyes, Sr. Graphic Designer · Pedro Ramirez, Art Director

Beauty/Cosmetics: Campaign: Covergirl & KCL: Clearing the Shelves at CVS by The Krazy Coupon Lady for COTY/Covergirl
Covergirl partnered with The Krazy Coupon Lady to reach shoppers focused on quality and value to boost sales and increase awareness of its cosmetics products at CVS. The campaign reached shoppers on social platforms, providing detailed information on redeeming offers and featured an in-store video showcasing Covergirl products and savings, with push notifications and an email sent to app users and opt-in subscribers - and resulted in a 104% increase in total unit sales, 60% higher total impressions than benchmarked, and 4.8M total impressions delivered.
Credits: Kelly McKay, Head of Sales, CPG & Affiliate at The Krazy Coupon Lady Josh Borzooyeh, National Account Manager at Covergirl - CVS Allison Paulson, Customer Marketing Manager, Covergirl; The Influencers Blew Us Away: Dyson Airstrait Launch by Fohr for Dyson
To drive awareness, engagement and purchase intent for the launch of the Dyson Airstrait hair straightener, Fohr developed a campaign strategy centered on influencers and data to pinpoint and work with the most influential creator partners. With a focus on trends, audience relevance and key audiences, the campaign exceeded 200% to 300% of marketing goals across key performance indicators. Video tutorials were found to be the best-performing content, and Gen Z influencers received higher average engagement than other demographics.
Credits: Grace Murray Vazquez, VP of Strategy, Fohr Gabrielle Schaefer, VP of Client Services, Fohr Suzannah Tarkington, Senior Director, Fohr Stephanie Cinque, Associate Director, Fohr Alexis DeCarvalho, Senior Manager, Fohr Dillon Kelly, Manager, Fohr Harmonee Dunbar, Manager, Fohr Hailey Payne, Senior Associate, Fohr; Cosmetic Criminals by Movers+Shakers for e.l.f. Cosmetics
The true-crime documentary-style "Cosmetic Criminals" is an entertaining investigation into a high school student's missing e.l.f. makeup that ruins her "promposal" dreams. Premiering in theaters, it became the longest branded content ever featured on the big screen, and drove 30 million impressions in AMC Theatres, 14.5 million views across YouTube and social media, and 222+ million impressions across platforms, with 7.4 billion PR impressions. e.l.f. also launched a "Cosmetic Security" kit on its website that sold out in two days.
Affiliated Agency: PRETTYBIRD (Production and Post Production)
Credits: Geoffrey Goldberg, Founder & CCO, Movers+Shakers Evan Horowitz, Founder & CEO, Movers+Shakers Eia Garcia, Creative Director, Movers+Shakers Evan Kaufman, Creative Director, Movers+Shakers Paula Figueroa, Associate Creative Director, Movers+Shakers Matt Wink, Senior Copywriter, Movers+Shakers Felicity Hopkinson, Content Creative Director, Movers+Shakers Nikita Swatkowski, Associate Content Creative Director, Movers+Shakers Renee Sidak, Copywriter, Movers+Shakers Allison Brill, Account Director, Movers+Shakers Luigi Mondi, Associate Account Director, Movers+Shakers Valeria Laguna, Account Manager, Movers+Shakers Devon Schorr, Strategy Director, Movers+Shakers Rhian Dark, Strategy Director, Movers+Shakers Jose Serra, Strategy Director, Movers+Shakers Jessica Kozakowski, Sr. Content Strategist, Movers+Shakers Grace Adams, Senior Director of Production, Movers+Shakers Natalie Romero, Senior Creative Producer, Movers+Shakers Bea Delgado, Project Manager, Movers+Shakers Matt Lourie, Project Manager, Movers+Shakers Elissa Arana-Straker, Project Manager, Movers+Shakers Lindsay Hart, Associate Director Influencer Marketing, Movers+Shakers Lena Thompson, Influencer Marketing Manager, Movers+Shakers Brenna Redd, Post Production Supervisor, Movers+Shakers Christopher O’Quinn, Video Editor, Movers+Shakers Phil Russel, Sr. Video Editor, Movers+Shakers Kerstin Emhoff, Co-Founder/CEO, PRETTYBIRD Alex Buono, Writer & Director, PRETTYBIRD Alex Buono, Writer, PRETTYBIRD Matt Pacult, Writer, PRETTYBIRD Tamsin Rawady, Writer, PRETTYBIRD Matthew Jenson, Cinematographer, PRETTYBIRD Micah Gardner, Editor, PRETTYBIRD Jeff Rosenberg, 1st Assistant Director, PRETTYBIRD Jeanne Stawiarski, Executive Producer, PRETTYBIRD Rachel Main, Head of Production, PRETTYBIRD Nate Young, Line Producer, PRETTYBIRD Andrea Tello, Production Supervisor, PRETTYBIRD Andrew Price, Commercial Coordinator, PRETTYBIRD Liz Botes, Costumer, PRETTYBIRD Abraham Esparza, Hair, PRETTYBIRD Jackie Knowlton, Makeup, PRETTYBIRD Jill Anthony Thomas, Casting Director, PRETTYBIRD Kory Marchisotto, Chief Marketing Officer, e.l.f. Cosmetics Laurie Lam, Chief Brand Officer, e.l.f. Cosmetics Brooklyn Boston, Director Brand Marketing, e.l.f. Cosmetics Neiv Toledano, Senior Campaign Manager, e.l.f. Cosmetics Alex Kasper, Director Integrated Marketing Communications, e.l.f. Cosmetics Nayre Bandaryan, Manager Content, e.l.f. Cosmetics Chelsea Carey, Social Media Manager, e.l.f. Cosmetics Alessia Renna, Associate Community Manager, e.l.f. Cosmetics Shelby Newell, Senior Brand Manager, e.l.f. Cosmetics Rex Chou, Director Brand Marketing, Skincare, e.l.f. Cosmetics Sydney Malakeh, Actress Michelle Mao, Actress Necar Zadegan, Actress Nelson Franklin, Actor Carlease Burke, Actress Trevor Barrett, Actor Gary Kraus, Actor Niecy Nash, Actress Chase Mangum, Actor Harrison Xu, Actor

Beverage (alcoholic): Voodoo Ranger: Megabrand by Exverus Media for New Belgium Brewing Co.
Voodoo Ranger’s target audience is quirky, adventurous beer drinkers, hence the skeleton imagery. But to kick up awareness in an ever-growing IPA marketplace and introduce Fruit Force and Juice Force, the brand went to where its Gen Z demo lives: gaming, comics and animation. Social and TV pitches to “Live Rangerously,” alongside Reddit’s craft conversations, clicked. Sales grew 26% YoY. Voodoo sustained its No. 2 and No. 3 spot in overall craft beer sales in America, Imperial IPA and Juice Force, respectively.
Affiliated Agency: Fact and Fiction, Creative Agency
Credits: Shelby Dolan, Associate Media Director, Exverus Media Georgia Schreiner, Associate Media Director, Exverus Media Marlee Thompson, Senior Media Planner, Exverus Media Alex Guardado, Paid Social Manager, Exverus Media Sean Edwards, Assoc. Director of Programmatic, Exverus Media Aaron Silva, Associate Director of Ad Operations, Exverus Media Charles Lai, Director of Analytics, Exverus Media Jack Win, Head of Operations, Exverus Media Talia Arnold, Managing Director, Exverus Media William Durrant, President, Exverus Media; Without Your Spirit, It’s Only a Game by Publicis Media Luxe for Hennessy
To link Hennessy to local NBA teams and attract the next generation of drinkers, the cognac partnered with podcasts Club 520 and Point Forward. And the NBA-player hosts introduced Hennessy cocktails in the show. The brand also launched Hennessy Arena, an interactive fan experience that toured various cities and promoted the brandy in cocktails, rather than a standalone experience. Reaching over 20 million fans, the campaign enhanced national visibility and boosted sales, merging basketball, culture and Hennessy as a potent mix.
Credits: Jackie Bruno, VP Media Strategy- Publicis Media Luxe Kenny McDonald, Supervisor Media Strategy- Publicis Media Luxe Ashley Ramcharan, Media Planner- Publicis Media Luxe Gabrielle DiStefano, Associate Director Digital Investment- Publicis Media Luxe Mary Myers, Sr. Analyst Digital Investment- Publicis Media Luxe Ryan Cooney, Sr. Director Consumer Engagement- Hennessy Jenay Alejandro, Director Paid, Owned Earned Communications-Hennessy Rashawn Providence, Omnichannel Manager-Hennessy Valdez Steed, Senior Manager Media-Hennessy Sabrina Paez, Senior Manager Earned & Influencer-Hennessy Katrina Balbuena, Manager Activation & Experiences-Hennessy Claribel Almonte, Director Activation & Experiences-Hennessy Bruce Fields, Brand Manager-Hennessy; 19 Crimes Obedience Gets You Nowhere x UFC by Good Apple for Treasury Wine Estates, 19 Crimes
19 Crimes believes wine has universal appeal. A cross-channel digital campaign partnered 19 Crimes, an Australian company named after the law that sent English criminals to Australia, and the UFC, home to mixed martial arts. The “Obedience Gets You Nowhere” tag reaches fans at key UFC events, which 19 Crimes sponsored. A careful strategy utilized emerging and traditional media, enhanced by tailored integrations on Draft Kings. The work generated 33M impressions, 17M video views and 14.8K site visits, upping purchase intent among the target audience.
Affiliated Agency: Good Apple, Media AOR for TWE
Credits: Gina Petrovic: Account Director, Good Apple Valerie Barrera: Media Supervisor, Good Apple Annie Harris: Senior Media Planner, Good Apple

Beverage (non-alcoholic): Premier Nutrition: Winning Prime Day by Exverus Media for Premier Protein & Dymatize
Premiere Protein Shakes was one of the top items sold on Prime Day, a major shopping day. Credit the clever recipes and special deals pushed by TikTok and its health influencers. They cut through the clutter for the target demo, adding TikTok’s new Countdown Timer to create urgency. The same strategy was employed on Facebook and Instagram Reels. Nixing Amazon sponsored ads, the brand opted for a daypart strategy. It flexed the right ad muscle, earning 47% brand engagement and 56% new-to-brand customer revenue.
Affiliated Agency: Barkley - Creative agency, Hunter - PR agency
Credits: Tasha Day, VP of Media Strategy, Exverus Media Allan Aure, Media Director, Exverus Media Miranda Johnson, Senior Media Planner, Exverus Media Lorus Samo, Media Planner, Exverus Media Maya Dhairyawan, Associate Media Planner, Exverus Media Alex Guardado, Director of Paid Social, Exverus Media Monique Jimenez, E-commerce Manager, Exverus Media Benji Shepherd, Senior E-commerce Specialist Samuel Ueda, E-commerce Specialist, Exverus Media Charles Lai, Director of Analytics, Exverus Media Aaron Silva, Associate Director of Ad Operations, Exverus Media Jack Win, Head of Operations, Exverus Media Talia Arnold, Managing Director, Exverus Media William Durrant, President, Exverus Media; SONIC Drive-In Eclipses the Competition by SONIC Drive-In (Inspire Brands) for SONIC Drive-In (Inspire Brands)
Sonic capitalized on the 2024 eclipse, since 400 of its restaurants were located within its path. Customers see the sky while eating in their cars. To highlight both, Sonic created the Blackout Slush Float and gave a free pair of ISO-certified eclipse viewing glasses with every purchase. It even enlisted former astronaut Terry Virts to promote the experience. The media stars aligned: On Eclipse Day, the brand saw a +9% sales increase. The push received 10B+ impressions via 3,000+ media placements. Sonic shined bright!
Affiliated Agency: MSL
Credits: Brent Reams Burke, PR Manager, SONIC Drive-In; Sophie Merven, Vice President, Brand PR & Events, Inspire Brands; Having a Blast by Goodby Silverstein & Partners for Mtn Dew
Mountain Dew’s favorite flavor, Baja Blast, sold only at Taco Bell, went universal. To push that anywhere message, its Super Bowl ad introduced the catchphrase “Having a Blast,” utilizing “Parks and Recreation” stars Aubrey Plaza and Nick Offerman. GIFS, viral memes, Snap and a TikTok branded effect helped spread the Blast’s availability. The repositioning worked, scoring No. 2 in The New York Times “Best Of” lists, while #HavingABlast trended ahead of Taylor Swift through three quarters of the big game.
Credits: Client CMO: Greg Lyons VP Marketing: JP Bittencourt Senior Director of Marketing: Kyle Lazarus Brand Marketing Associate Manager: Lindsay Rubin Director, Brand Communications – Louis DeCosmo Senior Director, Consumer Insights – Kevin Moeller Senior Manager, Consumer Insights – Akhila Ramaraju Senior Analyst, Consumer Insights – Maxwell Goodwin President, Direct Focus – Barry Rosen Production Specialist, Direct Focus – Brett Zuckerman Agency Creative Chief Creative Officer: Margaret Johnson Executive Creative Director: Matthew Edwards Executive Creative Director: Wesley Phelan Associate Creative Director: Anthony DiMichele Associate Creative Director: Jen Hart Design Director: Tana Cieciora Account Services Managing Partner: Brian McPherson Group Account Director: Becca Morris Account Director: Jena Verlin Windmueller Account Manager: Aimee Fung Assistant Account Manager: Elizabeth Gordon Brand and Communication Strategy Partner, Head of Brand Strategy: Bonnie Wan Partner, Head of Communication Strategy: Christine Chen Strategy Director: Nik Poon Communications Strategist: Charlotte Cordova Production Director of Production: Jim Haight Senior Producer: Kateri McLucas Business Affairs Director of Business Affairs: Judy Ybarra Business Affairs Manager: Howie Mapson Production Company Company Name: O Positive Production Company City: New York Director: Jim Jenkins Director of Photography: Matthew Libatique Executive Producer: Ralph Laucella EP/Producer: Marc Grill Editorial Company Company Name: Cabin Editing Company Editing Company City: Los Angeles Editor: Nick Rondeau Assistant Editor: Brad Dupuie Managing Director: Adam Becht Executive Producer: Britt Carson Senior Producer: Katy Lester Zamora Audio and Sound Design Company Company name: Sonic Union Sound Design Company City: New York Sound Designer/Mix Engineer: Steve Rosen Sound Designer/Mix Engineer: Owen Shearer Sound Designer/Mix Engineer: Kelly Oostman Mix Assistant: Carly Morgan Studio Director: Justine Cortale VFX Company Company name: Parliament VFX Supervisor: Nathan Kane Creative Lead: Jade Kim, Dan Fine, Kay Khanna Creative Team: Taner Besen, Dhruv Shankar, Franz Kol, Seon Crawford, Michael Marsek, Cesar Zambelli, Juan ‘JZ’ Zavala, Steve Beck, Martin Gunnarsson, Gianluca DiMarco, Nathan Mckenna, Sue Jang, Ashley Thomas Production Team: Anna Kravtsov, Caroline Goujard Color Company Company name: Royal Muster Color Grade: Roslyn Di Sisto

Business-to-Business Campaigns: Global Rebrand Across 11 Countries in 18 Months by 2X for Ricoh APAC
Ricoh, a provider of workplace technology and digital transformation solutions, was struggling with an inconsistent brand and visual identity across 11 APAC countries, It also faced higher agency spending due to duplicate creative efforts. Working with 2X, Ricoh was able to rebrand within the 11 countries, achieving reduced costs with 2X’s MaaS model, while scaling its investment up or down as needed. Ricoh was able to right-size its budget without facing contract lock-in periods, while gaining from one source of truth for its creative operations.
Credits: Steve Burger, Vice President, APAC Marketing Division James Loginov, Head of Marketing Communications, APAC Marketing Division, Ricoh Mardi Clucas, Marketing Communications Specialist, APAC Marketing Division Audrey Foo, Client Success Director, 2X Jilian Liew, Marketing Program Manager, 2X; Intel: Brand to Product Campaign by dentsu for Intel
Intel needed to enhance product-focused messaging with help from brand -focused campaigns, while improving tracking between many creative elements. So Dentsu deployed an audience signal mapping process while structuring campaigns and partners to provide an omni-channel journey and halo analysis of audience behavior. The video completion rate increased by an average of 75%. And brand audiences showed an 81% hike in interaction with the product campaign, as opposed to product campaigns alone, a percentage that rose to144% on Reddit. The program is being rolled out globally in 2024.
Affiliated Agency: Dentsu as Lead Submitting Agency Carat for Brand Media iProspect for B2B Media Merkle for Analytics
Credits: Amy Siegel, VP Director of Innovation & Activation, Carat; Stevie Gervacio, SVP Planning, Carat; Brian Kelleher, Group Director, iProspect; Maris Schiess, Sr. Director of Planning, iProspect; Julien Zidi, Director of Planning, Carat; Breanna Walker, Sr. Planning Manager, iProspect; Mary Kitlowski, Sr. Manager of Media Analytics, Merkle; Real Time Business by Reuters for EY
Reuters and EY attempted to position EY executives as subject matter experts beyond their traditional areas of tax and audit. They created a short-form, news-style video series to serve professional audiences. Each episode featured an EY expert discussing such topics as macro-economics, AI trends, cryptocurrency and the future of work. Supported by spots on Bloomberg TV and by distribution on Reuters.com, the Reuters app and social media platforms, the 12 episodes generated over 49.4 million ad impressions, 163,000 ad clicks, and 200,000 hub page views.
Affiliated Agency: EssenceMediacom
Credits: Krissie Hart, Partnership Lead, Reuters Juliet Hindell, Executive Producer, Reuters Plus Kelly Hedinger, Sales & Marketing Solutions South Devyn Tringali, Lead Project Manager, Reuters Plus Scott Walker, Project Manager, Reuters Plus Ryan Collins, Planner, Reuters Plus

Consumer Packaged Goods: America’s Next Top Petfluencer by Exverus Media for Stella & Chewy’s
To support local pet stores and celebrate the meaningful relationships people have with their pets, a user-generated content contest called "America's Next Top Petfluencer" was created. Shop Owners encouraged pet parents to scan a QR code and upload their favorite pet pic to social media with the Stella & Chewy's #Petfluencer hashtag. They used highly targeted, mobile rich media and click-to-map functionality around stores to drive pet parents to visit, and it worked – consumers engaged with the store locator at 191% over the benchmark.
Affiliated Agency: Kargo - Ad Tech, Adomni - Ad Tech, Open Influence - Influencer marketing, PadSquad - rich media, Real Time Media - OOH
Credits: Tasha Day, VP of Media Strategy, Exverus Media Anna Elema, Media Director, Exverus Media Tedi Todorova, Senior Media Planner, Exverus Media Anna Acuna, Media Planner, Exverus Media Gio Chao, Assistant Media Planner, Exverus Media Sean Edwards, Associate Programmatic Director, Exverus Media Charles Lai, Director of Analytics, Exverus Media Aaron Silva, Associate Director of Ad Operations, Exverus Media Jack Win, Head of Operations, Exverus Media Talia Arnold, Managing Director, Exverus Media William Durrant, President, Exverus Media; The Ring of Comfort by BBDO and Critical Mass for M&M'S
In their research on peanut butter and America’s love & fascination for the product, it was uncovered that it’s possible to make real diamonds out of peanut butter. The most famous cultural symbol for winning a Super Bowl is the Super Bowl championship rings. But there has never been a cultural prize for the losing team. To create belonging for the losers while championing the power of peanut butter M&M’S to bring comfort, M&M’S created the Almost Champions Ring of Comfort.
Credits: David Lubars, Chairman/Chief Creative Officer, BBDO Worldwide Luiz Sanches, Chief Creative Officer, BBDO North America Matt MacDonald, Chief Creative Officer, BBDO New York Peter Kain, Executive Creative Director/Copywriter, BBDO Marcelo Nogueira, Executive Creative Director/Copywriter, BBDO Tom Kraemer, Senior Creative Director/Copywriter, BBDO Judd Counsell, Senior Creative Director/Copywriter, BBDO Breno Ribeiro, Creative Director/Art Director/Designer, BBDO Luz Arroyo, Associate Creative Director/Copywriter, BBDO Maya Iwata, Sr. Art Director, BBDO Benner Rawley, Sr. Copywriter, BBDO Ross Hull, Jr. Copywriter, BBDO John Ratkowiak, Jr. Art Director, BBDO Jong Yeu Wu, Designer, BBDO Brenda Cho, Jr. Designer, BBDO Mark Lester, SVP, Project Management Director, BBDO Alex Gianni, EVP, Director of Content Production, BBDO Kimberly Clarke, VP, Group Executive Producer, BBDO Scotty Schuckies, Senior Producer, BBDO Cleo Montagnana, Associate Art Producer, BBDO Shelly Bloch, Sr. Business Affairs Manager, BBDO Julia Millison, Senior Music Producer, BBDO Caitlin Patrick, EVP, Senior Account Director, BBDO Grace Hargrave-Thomas, SVP, Account Director, BBDO Melissa Reisman, Account Director, BBDO Leah Baumgarten, Account Manager, BBDO Cory Bork, Assistant Account Executive, BBDO Vanessa Romann, EVP, Group Strategy Director, BBDO Yin Chung, EVP, Group Strategy Director, BBDO Enda Conway, SVP, Head of Connections Planning, BBDO Carly Duris, Senior Connections Planner, BBDO Derek Zimmerman, VP, Group Director of Marketing Science, BBDO Val Carlson, Chief Creative Officer, Critical Mass Andrew Lavery, VP, Executive Creative Director, Critical Mass Jen Dorman, Executive Creative Director, Critical Mass Will Danilow, Group Creative Director, Critical Mass Ty Johnson, Group Design Director, Critical Mass Cody Murri, Group Creative Engineering Director, Critical Mass Eric Jorgensen, Creative Director, Critical Mass Javier Olivares, Associate Creative Director, Critical Mass Liam Walsh, Copywriter, Critical Mass Emma Rosenberg, Designer, Critical Mass Brian Asner, VP, Strategy, Critical Mass Shawn Thompson, VP, Strategy, Critical Mass Lauren Duchon, VP, Project Delivery, Critical Mass Sarah Lobdell, Program Director, Critical Mass Alysson Scartz, EVP, Global Client Lead, Critical Mass Michael Kelly, VP, Client Partner, Critical Mass Meghan Sejna, VP, Client Partner, Critical Mass Lauren Rapoport, VP, Client Partner, Critical Mass; Fabuloso Watermelon by VML for Colgate-Palmolive / Fabuloso
Fabuloso launched its new Watermelon scent during Q1 2024 to increase household penetration. Fab-Natics are heavily engaged in content like reality TV, celebrity culture, movies, fashion and consumption of social edu-tainment like #cleantok, especially during winter months. With Fabuloso’s focused budget, the social media strategy embraced its engaged audiences on TikTok and Meta to launch a four-week campaign leaning into key cultural moments across the flight, including a popular Reality Series Return, Awards Season, a Movie launch, and an on-going platform-first Social trend.
Affiliated Agency: Media Partners: "Wavemaker" and "Involved Media"
Credits: Client: Colgate-Palmolive Rebecca Keszkowski — Director, Social Media & Communications, Colgate-Palmolive North America Andrea Gasic — Social Media Manager, Colgate-Palmolive North America Victoria Mah, Brand Director, Home & Personal Care, Colgate-Palmolive North America Caroline McNamara, Brand Director, Home & Personal Care, Colgate-Palmolive North America Brittany Woodard, Brand Content Manager, Home & Personal Care, Colgate-Palmolive North America Agency: VML Laura Brand — Managing Director, Connections Matt Garcia, Connections Director, WPP Jessica Morales, Connections Supervisor, WPP Isabella Novack, Senior Account Manager, WPP Ana Magalhaes, Creative Director, WPP Amanda Caldari, Creative Director, WPP Emma Higbee, Art Director, WPP Stephanie Blackham, Copywriter, WPP

Entertainment: Games/Music/TV/Other: Barbie Breaks Out The Box (Office) by Hearts & Science for Warner Bros.
Beloved icon Barbie became the biggest pop-culture phenomenon of the year, as Hearts & Science's campaign drove the film to a $1 billion box office. The campaign generated 4.5 million interactions across Amazon with 2 billion impressions, and featured a Roku Barbie screensaver that earned 173 million impressions and a 3D Barbieland dreamhouse on Pinterest - the largest pin extension ever. From its start to the film's opening, the campaign drove +55% unaided awareness and generated 2X search interest vs. all 2021-2022 films.
Credits: .; Soundcloud Migrates 200+ Campaigns to MoEngage in 12 Weeks by MoEngage for Soundcloud
SoundCloud worked with MoEngage to achieve scale and rapid implementation, migrating over 200 live campaigns within 12 weeks. Using product innovation, personalization and integration, with engagement across app, web, and email and optimized processes that had previously been limited by data points. Using MoEngage Business Events, SoundCloud delivered personalized messages, with new tracks from their favorite musicians, resulting in a 15% increase in music streams for engagement vs. holdout groups.
Credits: Hope Barrett Director of Product Management, Marketing Technology at Soundcloud Luisa Franson Sr. Product Marketing Manager at MoEngage; Paramount+ Roku City Integration by Roku and Paramount+ for Paramount+
Paramount+ became the first entertainment brand to build a vibrant custom, interactive Roku City Neighborhood with destinations and images showcasing popular Paramount+ brands and titles, earning 150 million impressions and 24% more positive sentiment vs. the original and driving 11% lift for U.S. clicked searches for the brand’s Top 150 titles vs. the prior 2-week average. To celebrate SpongeBob SquarePants' 25th anniversary, Paramount+ became the first entertainment brand to use Roku City animated cars with an animated wallpaper takeover of the Roku home screen.
Affiliated Agency: N/A
Credits: Michael Bruza – Design Director (Roku) Tim Cook – Senior Visual Designer (Roku) Jiaan Rajabzadeh – Director, Program Management (Roku) Emily Idell – Senior Marketing Manager (Roku) Laura Isaacs – Senior Account Executive (Roku) David Hardin – Senior Manager, Ad Sales (Roku) Jon Goodstadt – Senior Director, Ad Sales (Roku) Haley Mandel - Director, Media Strategy (Paramount+) Karen Kanos - Sr Director, Media Strategy (Paramount+) Claire Gutowski - VP, Media Strategy (Paramount+) Mallika Dattatreya - Director, Partnerships (Paramount+) Lauren Shapse - Senior Manager, Partnerships (Paramount+) Michelle Garcia - SVP, Partnerships & Lifecycle Marketing (Paramount+) Matt Hernadez - SVP, Design (Paramount+) Felipe Cerdan - Director, Design (Paramount+) Mark Weinstein - Sr Director, Design (Paramount+)

Financial Services: Optimizing the American Express Home Page for Enhanced Prospect Engagement by iCrossing x American Express by iCrossing for American Express
American Express hoped to increase homepage engagement by 20% while enhancing the user experience. It worked with iCrossing to optimize target keywords based on real-time search data, with no additional budget. Seeking to improve user engagement on its homepage product filter with fewer clicks, it changed keywords based on analysis of homepage placement. The new filters were permanently added to the homepage. The result: Usage of homepage product filters increased by 25.2% YoY by December 2023. And there were gains of 38% by February 2024.
Credits: Benjamin Fine, Associate SEO Director, iCrossing; Amy Li Sr. SEO Analyst, iCrossing; Louise Li Web Governance, American Express; Taylor Robinson, Global Enterprise SEO & Web Operations, American Express; Kyle Kasharian, Senior Analyst, Enterprise SEO, American Express; Thuy Hang Pham, Product Manager, American Express; Courtney Dodds, Product Executive, American Express;; Synchrony’s CareCredit Year in Review by Synchrony x Movable Ink for Synchrony
Synchrony uses mobile to provide CareCredit cardholders with the information they need. It partnered with Movable Ink for its year-end communications in 2023. The goal: To highlight the value of the card to existing users, express gratitude for their loyalty and to cultivate brand evangelists. Each activity in the Year-In-Review was linked to specific areas in the app and allowed customers to take immediate action and learn more, thus providing education while eliminating friction. The effort resulted in a 134% increase in the click-to-open rate.
Affiliated Agency: Movable Ink, RPE Origin
Credits: Steve Huisel, VP, CareCredit Loyalty and Growth Marketing, Synchrony Ryan Hayes, VP, Mobile Marketing, Synchrony Kelly Haggard, VP, Marketing Innovation, Synchrony; Attracting Capital to US housing by Reuters for Fannie Mae
Fannie Mae partnered with Reuters to raise awareness of its Mission Index and introduce its Single-Family Social Bonds. Working with the Reuters Plus content studio, the Fannie Mae team co-created a multi-touchpoint, interactive infographic. The campaign targeted US and international investors. Reuters delivered more than 5 million impressions that drove 6,932 page views over six weeks. And the average engaged time on the page was 1:41, surpassing the Reuters benchmark. The effort helped Fannie Mae achieve its KPI of raising awareness of the Mission Index.
Affiliated Agency: Mediassociates
Credits: Michael Conte Carlin Bernard, Associate Media Director, Mediassociates Michael Conte, Account Executive, Reuters Juliet Hindell, Executive Producer, Reuters Tristan de Souza, Commercial Editor, Reuters Emily McKay, Lead Designer, Reuters Greig O’Brien, Project Manager, Reuters Haley Barber, Sales Planner, Reuters

Health/Wellness: Campaign: Getting Ahead of Breast Cancer by S50 Health for Myriad Genetics
Myriad Genetics hoped to educate women and their OBGYNs on the need for genetic breast cancer testing-- a critical effort given that 80% of women have never been tested for a genetic predisposition while 49% have a family member with a history of breast or ovarian cancer. Initially run in 2022 and updated in 2023, the campaign addressed knowledge gaps, dispelled misconceptions, and fostered dialogue between patients and providers. It resulted in increased rep engagement, significant press coverage, and high provider orders for the year.
Credits: Jennifer Miller - Executive Creative Director, Partner, S50 Vance Kiviranna - Creative Director, S50 Hope Singsen - Associate Creative Director, S50 Anna Shinderovsky - Sr. Art Director, S50 Kelly Neaton - Art Director / Motion Graphic, S50 Caitlin Rahter - VP, Acct Management, S50 Marie Mount, Senior Director of Marketing, Women’s Health, Myriad Genetics; A Healthy Dose of Personalization by The Vitamin Shoppe x Movable Ink for The Vitamin Shoppe
Specialty retailer The Vitamin Shoppe employed a data-driven approach to ensure every communication was hyper-relevant. This spanned its abandoned series, including browse, cart, and checkout reminders. But it took a new approach in collaboration with Movable Ink, introducing product reviews and Q&A content into its abandoned cart emails. In addition to serving as a reminder, these emails motivated customers to return to their carts. This effort led to a 6.49% lift in click-through rates, a 102.28% increase in conversions, and an 205.83% surge in revenue.
Affiliated Agency: Oracle Digital Campaign Agency - execution; Wunderkind - execution; Movable Ink - personalization
Credits: Karen Szarvas, Senior Director, CRM & Loyalty, The Vitamin Shoppe Ryan Gudovitz, Director, CRM & Loyalty, The Vitamin Shoppe Melissa Harford, CRM Specialist, The Vitamin Shoppe Laura Capua, Campaign Consultant, Oracle Digital Experience Agency; Healthcare in a Post Covid World: UCDH Modernized Approach by Innocean USA for UC Davis Health
UC Davis Health (UCDH) faced several challenges, including physician shortages and severe outspending by competitors. Determining that its average customer is active, lives a healthy lifestyle and is digitally reliant, UCDH launched a video-first campaign aimed at increasing Captivated Lives while shifting the media mix from traditional to digital. The result was a 6.8% increase in Captivated Lives and a media change from almost 60% traditional to 65% digital. Awareness increased by 4.2%, recall by 2.2% and NPS by 5.4%. Also, loyalty rose by 6.4%.
Affiliated Agency: BPD Healthcare - Creative
Credits: Michele Taber, Director of Brand Management + Marketing UCDH Doreen Pichotti, Digital Marketing and Media Strategist UCDH Caroline Paikoff-Hilton, National Reputation Marketing Specialist UCDH Scott Runge, Marketing Specialist UCDH Ben Gogley, SVP Managing Director of Media Innocean USA Eddie Austin, SVP Media Strategy and Planning Innocean USA Monica Pugliano, VP Media Director Innocean USA Greg Jason, Group Media Director Innocean USA Brendan Gormley, Associate Media Director Innocean USA Maryellen Rayner, Media Supervisor Innocean USA Johanna Curgus, VP Account Director Innocean USA Stephanie Clements, PR Director Innocean USA Kim Loftis, ACD Art BPD Healthcare Chad Truelove, ACD Copy BPD Healthcare Tom McDonough, ACD Copy BPD Healthcare

Pharma/Health/Wellness: Campaign: Getting Ahead of Breast Cancer by S50 Health for Myriad Genetics
Most women are unaware that they can predict their risk of breast cancer. So testing firm Myriad Genetics boldly informed them that MyRisk testing could save their lives. The campaign was designed to address knowledge gaps, dispel misconceptions and foster dialogue between patients and providers. This resulted in increased MyRisk testing orders, with October providing the highest provider orders for testing of the year, record rep engagement, with providers saying they found the materials memorable and impactful, and higher engagement and interest in MyRisk testing.
Credits: Jennifer Miller - Executive Creative Director, Partner, S50 Vance Kiviranna - Creative Director, S50 Hope Singsen - Associate Creative Director, S50 Anna Shinderovsky - Sr. Art Director, S50 Kelly Neaton - Art Director / Motion Graphic, S50 Caitlin Rahter - VP, Acct Management, S50 Marie Mount, Senior Director of Marketing, Women’s Health, Myriad Genetics; Social Checkup: A Remedy for Clinical Misinformation Online by Publicis Health Media for Publicis Health Media
The National Institutes of Health reports that 72.8% of people seeking medical information online do so through social media. This leads to a high risk of misinformation and even disinformation and potential harm. In response, Publicis Health Media partnered with Healio and Healthline to create Social Checkup, a cross-platform program designed to elevate factually relevant medical information online. By focusing on HCP-generated and approved content in prominent media properties, Social Checkup empowers doctors to influence and guide patients in their search for accurate medical information.
Credits: Benjamin Visich, SVP Product & Solution Design, Publicis Health Media (PHM) Elyse Rettig, Chief Product Officer, PHM Adam Cohen, SVP Product & Solution Design, PHM Andrea Palmer, CEO, PHM Christine Martynick, Vice President, Advertising Solutions and Agency Partnerships, Healio Kate Gallagher, Senior Vice President, Healthline; Flonase x Bridgerton: The Talk of the Ton by Publicis Le One & Shondaland for Flonase
Flonase partnered with Shondaland, the production company of Shonda Rhimes, to produce a culturally relevant campaign during the high allergy season. Tied to the Bridgerton Netflix series, the campaign aimed at a young, diverse audience. Flonase sought to elevate its brand visibility in a crowded market by delivering creative storytelling. And this effort worked, generating a +29-point increase in brand lift for Flonase, 297.5 million impressions in earned media, and boosts in unaided brand awareness and product familiarity across platforms like Instagram, Facebook, and TikTok.
Affiliated Agency: Shondaland, Digitas
Credits: Katie Williams, CMO, Haleon Sameer Rabbani, Marketing Director, Haleon Tish Tillie, Marketing Director, Haleon Chelsea Berg, Media Strategy Manager, Haleon Aimee Garriga, Integrated Marketing and Strategy Lead, Haleon Sarah Miller, External Communications Manager, Haleon Natalie Castillo, Amazon Customer Sales Manager, Haleon Sammi Zola, US Commerce Media Manager, Haleon Denisa Adetola, Brand Manager, Haleon Madison Gabor, Account Manager, Edelman Vanessa Mendiola, Account Manager, Edelman Ciana Williams, Account Manager, Edelman Samantha Beegel,Account Executive, Edelman Emily Africk, Strategist, Edelman Chris Dilorio, Chief Creative Officer, Shondaland Sandie Bailey, Chief Creative Officer, Shondaland Atit Shah, Chief Creative Officer, Publicis Le One Tia Valenti, Associate Creative Director, Shondaland Mark Book, Content Manager, Publicis Le One Katherine Saxon, Content Producer, Publicis Le One Grace Chen, Content Supervisor, Publicis Le One Savannah Turner, Strategic Planner, Publicis Le One Faris El Akbani, Strategic Planner, Publicis Le One Mandy Murawsky, Strategic Director, Publicis Le One Matt Chimera, Strategic Director, Publicis Le One Kathryn Smolen, Strategic Director, Publicis Le One Linda Fitzsimmons, President, Business Director, Publicis Le One Tim James Brown, Director, PMA Film & TV Pip Ayers, Producer, PMA Film & TV Harry Hardwick, Producer, PMA Film & TV Denis Crossan, Director of Photography, PMA Film & TV

QSR/Fast Casual/Delivery: SONIC Drive-In Eclipses the Competition by SONIC Drive-In (Inspire Brands) for SONIC Drive-In (Inspire Brands)
SONIC Drive-In realized that more than 400 of its restaurants were located within the path of totality for the Great North American Eclipse. The eclipse provided the opportunity to bring SONIC into the spotlight in a way that would inspire PR and social buzz, drive product sales and fortify its already beloved drink business. SONIC introduced the Blackout Slush Float to transport fans straight to outer space and offered guests a FREE pair of eclipse viewing glasses with every purchase to solve a consumer need.
Affiliated Agency: MSL
Credits: Brent Reams Burke, PR Manager, SONIC Drive-In; Sophie Merven, Vice President, Brand PR & Events, Inspire Brands; Navigating a New Normal: Wienerschnitzel's Digital Transformation by Innocean USA for Wienerschnitzel
Post-Covid, Wienerschnitzel was impacted with a 30% increase in operational costs and 30% reduction in media budgets. Traditional media costs surged, while consumer habits moved away from TV and print to digital. They focused on video content across YouTube, Meta, and Programmatic and activated a two-pronged strategy: • Focus: Concentrating investments within a 5-mile radius of stores, based on WNR sales data, to enhance SOV. • Impact: Utilizing digital platforms for precise targeting, reducing CPMs, and increasing frequency of messaging to drive greater impact.
Credits: Doug Koegeboehn, CMO Wienerschnitzel Machel Cook, Director of Marketing Wienerschnitzel Elisa Ham, Senior Marketing Manager Wienerschnitzel Innocean USA Media Team: Ben Gogley, SVP Managing Director of Media Innocean USA Eddie Austin, SVP Media General Accounts Innocean USA Monica Pugliano, VP Media Director Innocean USA Leo Hernandez, Media Director Innocean USA Sabrina Figueroa, Media Supervisor Innocean USA Jimmy Pham, Media Supervisor Innocean USA Michael Dischinger, VP Group Director Innocean USA Annie Liu, Management Supervisor Innocean USA Bob Rayburn – VP, Group CD Innocean USA Joe Reynoso – CD, Art Director Innocean USA Chris Deninno – CD, Copywriter Innocean USA Stephanie Tagle – VP, Brand Strategy Innocean USA Stephanie Clements – PR Director Innocean USA; Welcome to Arby’s, Home of the Good Burger 2 Meal by Zenith for Inspire Brands/Arby's
Arby’s was losing its share of Millennial consumers to competing QSRs. With the release of Good Burger 2, Arby’s brought iconic menu items from the movie to reality with a special meal. Arby’s blurred the lines of fiction and reality with creative work that featured imagery from the original Good Burger movie alongside a restaurant pop-up experience. The campaign drove +6% foot traffic during weekend daypart visitation. Arby’s achieved its goal and saw immediate brand impact with positive conversation and sentiment up +73% amongst Millennials.
Affiliated Agency: Fallon, MSL Group, Paramount, Paramount Brand Studios
Credits: Alex Kirkpatrick, Vice President, Strategy, Zenith Ellen Rose, Chief Marketing Officer, Arby's, Travis Freeman, SVP Demand Generation, Chief Media Officer, Inspire Brands

Retail/E-Commerce: JCPenney: Making It Count for the Brand’s New Look by dentsu X for JCPenney
JCPenney's is fighting hard to regain relevance. (Many people don’t even realize it is still in business.) With “Make it Count,” it set out to remind people why the refreshed and revamped store should be on their holiday list. Sports tie-ins with Amazon’s NFL Thursday Night Football and Apple TV’s MLS Season Pass included custom content. It paid off, with a 4% lift in ecommerce in the first two months. Among Gen Z and millennial women, a core target, buzz scores spiked 200%.
Affiliated Agency: DMI Music & Media Solutions, Tiny Giant, Camp Lucky
Credits: Jonathan Fanucci, EVP, Managing Director, dentsu X Katherine Kahn ,VP, Client Solutions & Planning, dentsu X Andrew Antaki, Group Director, Client Solutions & Planning, dentsu X Justin Marshall, Group Director, Paid Social, dentsu X Chris Ruberg, Director, Paid Social, dentsu X Michelle Ziegler,VP, National Video Investment, dentsu X Ryan Jenkins,Director, National Video Investment, dentsu X Lacey Tompkins, Group Director, Digital & Programmatic, dentsu X Rachel Pedersen, Associate Director, Programmatic, dentsu X Katie Mullen, Chief Customer Officer, JCPenney Carl Byrd, VP Creative & Brand Synergy, JCPenney Bill Cunningham,VP, Marketing Strategy, JCPenney Keith Bohling, Director, Paid Media, JCPenney Jessica Grapengater, Senior Manager, Paid Media, JCPenney Chaya Oliver, Manager, Paid Media, JCPenney Madison Hamm, Sr Specialist, Paid Media, JCPenney; Poshmark Observes a 30% Lift in Conversions Due to Flow Versioning With MoEngage by MoEngage for Poshmark
Poshmark is a complicated business, and it is hoping to bring new sellers, buyers, and prospects into its circular apparel business. Working with MoEngage, it simplified, migrated and activated many email campaigns, including Just Picked For You, Just In Listings, Posh Show - Seller Journey, Posh Show - Buyer Journey and Lister to Seller Journey. The company is now sending 1.5 billion emails monthly, with email open rates of up to 60%.
Credits: Katie Lay Sr Director of Retention Marketing at Poshmark Christina Medina Associate Director, Retention at Poshmark Luisa Franson Sr. Product Marketing Manager at MoEngage; All is Fair by Kepler for Hasbro
With "All is Fair," Hasbro set out to win new generations over to the joys of Monopoly, hoping to elevate brand perception, enhance consideration, and boost online sales. Focusing on the theme of fairness, it aimed to build authentic connections and deeper engagement with its audience through such partnerships as VideoAMP, Disney, and NBCU. These collaborations allowed for precise targeting and efficient campaign management. Weekly insights on unique reach, frequency, and conversion analysis drove continuous optimization, boosting ad recall by more than 6%, Google searches by 32%, and Amazon searches by 18%.
Credits: N/A

Sports: A Personalization Hat Trick: the NHL’s 2023-2024 Season Wraparound Campaign by NHL x Movable Ink for NHL
The National Hockey League sends its fans a season-focused email titled “The Wraparound” that automatically adapts based on the fan’s favorite team, providing both pre- and post-game coverage. If the fan has no favorite team, the email features an overview of the day’s games, including times and broadcast details. Working with Movable Ink, the NHL sent over 370 email campaigns and 149 million tailored sends, resulting in a 40% increase in open rates (a 23% lift year-over-year) and a 32% boost in total click rates.
Credits: Gabrielle Turi – Manager, Fan Engagement Tim Loehner – Manager, Digital Content Aileen Berran – VP, Fan Engagement & Data Strategy; NBA Mental Health Awareness Month: Join the Squad by Reingold, Inc. for National Basketball Association (NBA) Mind Health
NBA Mind Health collaborated with Reingold on a campaign to mark Mental Health Awareness Month in May 2024. It featured a light-hearted Mind Health Squad basketball persona. A custom results pages offered sports-styled videos. “Meet your 2024 Mind Health Squad,” said one. “Each player has a go-to-move, a simple action you can take to boost your mind health.” The campaign provided an interactive personality quiz that reflected users’ preferred approach, and offered six steps to enhance mental wellness: move, play, pause, learn, connect, and nourish.
Credits: Micah Lubens, Project Director, Reingold. Emma Watson, Project Director, Reingold. Chidi Opaigbeogu, Project Manager, Reingold. Nikki Blackman, Digital Project Manager, Reingold. Michael Sharp, Copywriter, Reingold. Kerry Porter, Art Director, Reingold. Matthew Campolongo, Art Director, Reingold. Carly Wooten, Front-end Developer, Reingold. Jordan Barber, Animator, Reingold. Selina Donahue, Animator, Reingold.

Technology: Hardware or Web Services: AT&T Fiber "Smart Spending Choice" x Apartment Therapy by Hearts & Science for AT&T
AT&T Fiber partnered with Apartment Therapy to target people who planned to move from one residence to another by leveraging content creators in the home space. Videos were created to provide house and apartment tours. Smart banners were tied to editorials that directed audiences to AT&T Fiber’s website using a combination of ZIP code and behavior-based audience segments. The media exceeded partner CTR benchmarks by more than 100% and content generated more than 1.5x higher page views. The program outperformed time-spent benchmarks by 94%.
Affiliated Agency: Apartment Therapy
Credits: .; Microsoft Score Big With Copilot Super Bowl Campaign by Carat for Microsoft
Carat designed a cross-channel campaign to support Microsoft’s Copilot Super Bowl commercial leading to installs, chat activations, significant reach within a tight budget. The brand focused on granular performance outcomes, and wanted to empower every person and organization to achieve more. The theme, “Watch me” moments with Copilot, playing off the Super Bowl, became the focus—showing people they could accomplish anything. The campaign reached 120.4 million commercial views across TV. It achieved more than 300 million impressions, clicks and video views across all digital media platforms, and 355% DoD search demand increase on Feb 11, 2024, compared with the 2023 Super Bowl. Search demand carried over for two months after the commercial aired.
Credits: Beau Scaduto – Associate Director, Paid Search; Carat Caitlin Kline - Associate Director, National Video Investment; Carat Chris Ferlazzo - Senior Manager, Digital Planning, Carat Chris Smith - VP, Director, Social; Carat Jane Eun - VP, Group Director, Digital Planning; Carat John Fraze - VP, Group Director, Paid Search; Carat Julia Segarra - Manager, Digital Planning; Carat Kayla Richardson - Director, Paid Search; Carat Lisa Arnold - VP, Programmatic; Carat/Dentsu Lonni Pica - Associate Director, Analytics; Carat Natasha Doctor - Associate Director, Programmatic; Carat Patrick Yu - Senior Director, Digital Planning; Carat Paul Griffin - Associate Director, Paid Social; Dentsu Ranu Mehra – Director, Comms Planning; Carat Sam Baker - SEO Partner; dentsu Sarah Collins - Director, Analytics, Carat Tyler Cone - VP, Comms Planning, Carat

Travel/Tourism Campaigns: Super Bowl by Carat for United Airlines
United Airlines lifted local market share of voice in a Super Bowl campaign by teaming up with Carat and Kyle Chandler, the star of “Friday Night Lights,” on the premises of believing. During Superbowl, a national social post encouraged football fans to book a flight. If their team lost, United would wave flight change fees. The campaign generated up to 100% positive sentiment locally, 10% increase in traffic to united.com, and $8.7 million in ticket sales. TikTok, Meta, LinkedIn users shared the videos nearly 14K times for a total of 10,500 mentions.
Affiliated Agency: 72andSunny - Role: Production Ketchum - Role: PR
Credits: - Brooke Bowhay, VP, Planning, Carat - JaredTolley, Senior Manager, National Video, Carat - Kelsey Wright, Senior Manager, Paid Social, Carat - Lisa Meyer, Group Director, Local & Audio, Carat - Teo Pollini, Strategy Director, Carat - Madison Herron, Sr. Manager, Strategy, Carat - Miriam Schulman, Manager, Planning, Carat - Njideka Akudinobi, Associate Director, Planning, Carat - Robert Cortez, Associate, Planning, Carat - Taylor Bolding, Senior Associate, Planning, Carat - Scott Kirby, Chief Executive Officer, United Airlines - Josh Earnest, EVP, Communications and Advertising, United Airlines - Maggie Schmerin, Chief Advertising Officer, United Airlines - Meg Mitchell, Global Creative Director, United Airlines - Dana Hughes, Head of Films & Special Projects for Global Advertising and Social Media, United Airlines - Mike Wolf, Advertising & Social Media Manager, United Airlines - Nicole Carriere, Managing Director of Consumer and International Public Relations, United Airlines - Deb Song, Director of Consumer Public Relations, United Airlines - Britanny Klaus, Director Advertising & Social Strategy, United Airlines - Athena Nestoras, Sr. Manager Advertising & Social Strategy, United Airlines; Return to the Wild by Initiative Canada for Destination Canada
Destination Canada teamed up with Initiative Canada to create Return to the Wild, a marketing program that treats the world’s top explorers as its media channel to highlight the country’s most remote areas to travelers. The amazing exploration, about 2,000 kms, led by Sir Ranulph Fiennes highlights footage that became the basis for the first global Disney+ series by a travel brand and the biggest branded launch on the platform. Most of the documented trip was kept off social media. The launch of the branded series Disney+ created 257,894,124 impressions.
Credits: Destination Canada: Gloria Loree - Senior Vice-President, Marketing Strategy & CMO Naomi Fisher - Senior Executive Director, Global Marketing Suzanne Reeves - Executive Director, Brand Strategy Adam Brownfield - Senior Manager, Owned Media Jaemie Sures - Content Specialist Alexandra Grant - Content Specialist Rachel McQueen - Managing Director, UK Zabina Leung - Marketing Manager, Global Tina Sun - Paid Media Specialist Natalie Saumure - Global Planning and Co-op Partnership Lead Eric Miller - Research Analyst, Market Insights Initiative Canada: Chris Gairdner - VP, Head of Creative Partnerships Stefan Ruby - Manager, Creative Partnerships Brooke Robinson - Manager, Creative Partnerships Taylor Schmidt - Manager, Creative Partnerships Jessica Ellis - Director, Project Management Sarah Sime - VP, Client Advice &Head of Project Management Chaman Sandhu - EVP, Client Advice & Management Alaina Kelsey - Project Manager Olivier Leblond - SVP, Client Strategy & Growth Sammy Rifai - Chief Strategy Officer Tina Ruggieri-Ferreira - Manager, Broadcast Partnerships Jessica Jennings - Senior Director, Visual Communications Nikki Ernst - Senior Graphic & Presentation Designer Disney/National Geographic: Nadine Heggie - VP, Media Partnerships Richard Phillips - Creative & Strategy Director, CreativeWorks Kobus Van Der Heever - Project Director Jade Nimmo - Producer/Project Manager Beth Nightingale - Manager, Client Services Tanya Robinson - Brand Partnerships Director Carolyn Payne - Producer Denise Nakamizu - Sr Unit Manager Amani Al Zawawi - Production Management Intern Lauren Goddard - PR Joe Coupe - PR Katie Cowin - Brand Partnerships Anni Chang - Account Management MCPR: Mark Collins - Founder Woodcut Kate Beal-Blyth- CEO Jenni Day - Head of Production Meriel Beale - Senior Executive Producer Tom Adams - Executive Producer Liam Camps - Lead Editor Case Production: Diagonal Media Garrett Kafchinski - Partner, COO Andrea Munger - Production Manager & Producer; Turning Abandoned Carts into Packed Bags by Shift for American Express Travel
American Express Travel turned abandoned online carts into trips by teaming up with the agency SH/FT to gain more bookings through a behavioral-based email trigger campaign that capitalized on intent and converted travelers into frequent bookers based on triggers. The first email was sent 24 hours after the first search, and 48 hours later the second email reminds potential travelers of booking benefits. Each recommendation detailed location, prices for dates searched, available offers, and the specific hotel program. Click-through rates rose, and bookings rose substantially.
Credits: Megan Sugrue, Director, American Express Travel Tess Gostfrand, Senior Manager, American Express Travel Eric Lucido, Analyst, American Express Travel Lauren Marx, Senior Project Manager, Shift Beth Roche, Senior Creative Director, Shift Sarah Montini, Lead Designer, Shift Bridget Woznica, Leader Writer, Shift Jackie Dunning, SVP Managing Director, Shift Kristy Jackson, Senior Director, Data & Insights, Shift Vaseem Khan, Data & Insights, Shift Josh Lambert, Senior Developer, Shift

Wildcard: The Greener Grid campaign, by OVO Energy by Hivestack by Perion, OVO Energy, Goodstuff, JCDecaux UK, VIOOH for OVO Energy
OVO Energy created the world’s first programmatically traded DOOH campaign connected in real-time with National Grid data. A custom algorithm was built to determine the greenest moments in the day to fuel programmatic buying through the Hivestack DSP. The greener the moment, the greater the level of display and the algorithm automatically bids during these moments. The Greener Grid initiative exceeded client expectations and a broader channel rollout was planned for 2024 as a result of its success in delivering for business and the planet.
Affiliated Agency: Goodstuff - Media Agency, Saatchi & Saatchi - Creative Agency
Credits: Franki Goodwin, Chief Creative Officer, Saatchi & Saatchi Will John, Executive Creative Director, Saatchi & Saatchi Ali Dickinson, Creative Director, Saatchi & Saatchi Rich Holmes, Senior Creative, Saatchi & Saatchi Zac Ellis, Senior Creative, Saatchi & Saatchi Pete Ioulianou, Senior Creative, Saatchi & Saatchi Ollie Agius, Senior Creative, Saatchi & Saatchi Ophelia Stimpson, Strategy Director, Saatchi & Saatchi Bridget Moyle, Planner, Saatchi & Saatchi Jon Tapper, Managing Partner, Saatchi & Saatchi Sophie deGraft-Johnson, Business Leader, Saatchi & Saatchi Maddie Williams, Account Director, Saatchi & Saatchi Louisa Pudney, Account Manager, Saatchi & Saatchi Rachel Solomon, Executive Production Director, Saatchi & Saatchi Chris Thomas, Senior Producer, Saatchi & Saatchi Nathan Crawford, Executive Design Director, Saatchi & Saatchi Francisco Fernandes, Design Director, Saatchi & Saatchi Selena Matthews, Business Director, Goodstuff Gen Tompkins, Chief Client Experience Officer, Goodstuff Roy Shepherd, Head of OOH, Goodstuff Callum Chaundy, OOH Director, Goodstuff Shaun Loveridge, Planning Director, Goodstuff Mark Bucknell, Chief Commercial Officer, JCDecaux UK Bill Vidal, Head of Commercial Optimisation, JCDecaux UK Elena Karoussis, Head of Marketing, Agencies & Partners, JCDecaux UK Simon Wildman, Chief Partnerships Director, JCDecaux UK Alan Higginson, Asset Manager, Partnerships, JCDecaux UK Philip Cook, Senior Project Manager, JCDecaux UK Kirsty Macfarlane, Associate Director, Commercial Operations, JCDecaux UK Alice Tendler, Brand and Marketing Director, OVO Kayley Cracknell, Head of Marketing and Advertising, OVO Sarah Rae & Joe Parker, Lead Brand Advertising Managers, OVO Laura Tolhurst, Brand Advertising Manager, OVO Lee Cutter, VP, Sales - UK, Nordics & MENA, Hivestack by Perion Ronan Cezar, Lead Technical Account Manager EMEA, Hivestack by Perion Agata Gajek, Account Manager | Client Services EMEA, Hivestack by Perion Harry Hayden, Platform Support Specialist EMEA, Hivestack by Perion; DC Lottery Multiplier Campaign by Blis for DC Lottery, FuseIdeas and Taoti
DC Lottery and FuseIdeas, in partnership with Taoti, worked with Blis to raise awareness of DC Lottery's multiplier instant scratch game and drive foot traffic into participating retailers. Blis built a targeted audience; activated high-impact creative across mobile display, online video, audio, CTV/OTT and DOOH; and measured total omnichannel campaign impact using a patent-pending measurement solution. The campaign drove a total store visit uplift of 67% and a 160% increase in likelihood to buy, measured across all campaign channels.
Affiliated Agency: N/A
Credits: Tracie Chinetti, Vice President, Integrated Media, Fuseideas Jayre Reaves, Director of Marketing and Communications, DC Lottery; Marriott Bonvoy “Suite Talks” Subscribers with Autumn Offers by Data Axle for Marriott International
Marriott Bonvoy worked with Data Axle to create monthly emails targeting U.S., Canadian, and Latin America consumers. Each showcased offers and inspiration for travel across the respective geographic region. There were resort credits, local packages, points incentives and other discounts and special offers. “Let Us Suite Talk You,” the tagline, prompted a room upgrade. The email also included humanitarian efforts, asking members to donate points to support relief efforts in Maui and Morocco. The clickthrough rate was 83% higher than the 2023 average and was the highest rate year-to-date. Revenue rose 63% higher than average, driving the second highest revenue behind Marriott Bonvoy’s cyber week sale email.
Credits: Data Axle Christie Cambron, Account Manager Nate Sinnamon, Account Director Jen Tabbal, VP, Content Marketing Kelly McMahon, Associate Creative Director Christina Chang, Art Director Alesha Damerville, Sr. Copy and Content Writer Shin Hae Lee, Senior Designer Joy Bernal, Associate, Strategy Marriott Addie Kahrs - Senior Director, Demand Generation (US/Canada) Amelia Johnson - Manager, Continent Marketing – U.S. & Canada

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