Hulu approached us about creating awareness among SXSW attendees around their new show, an adaptation of Margaret Atwood's novel 'Handmaid's Tale'. It's a story of a uniquely dystopian state where a theocracy has overthrown the government, putting women in subjugation and highlighting the various ways they regain individualism and independence.
How could we get people visiting SXSW to notice us in a place where every brand shouts louder and goes bigly, er, bigger than the next? By going small and silent.
We hired actresses to portray handmaids from Gilead, the fictional state from the show, to silently wander around the downtown streets of Austin. The actresses conveyed the sense of meagreness and piety. When engaged, they remained in character while slipping a consumer a temporary tattoo featuring the words “nolite te bastardes carborundorum” an inside reference from the show that reveals a secret resistance against the Gilead government.
With choreographed movements inspired by the rituals from the series, our handmaids proceeded to freak out the normally 'meh' SXSW crowd. We also worked with The Handmaid’s Tale's costume designer, Ane Crabtree (The Sopranos; West World) to create exact replicas of the costumes from the series to add authenticity and dramatic effect.
The stunt was picked-up by national publications including Refinery29, Mashable, Gizmodo, Adweek and AdAge, among others. And it blew up Twitter, Instagram and Facebook, with social engagement increasing by 218%.
A simple idea, simply executed well.
In 2016, Audi wanted to combine its commitment to innovation with the brand's love for soccer to bring something unique to MLS - a new form of soccer intelligence that allows fans to follow, celebrate and view the game in a way they never have before.
We introduced the Audi Player Index, a new statistic that tracks position-specific player statistics in a real-time way across all MLS matches. With features that include where on the field an action takes place as well as the position of the player making the play, the Audi Player Index is adding an entirely new dimension to statistics in soccer.
But we had to figure out how to explain this up to the minute statistic to fans. So we planned a pickup match starring celebs, models, and media. For each player we created Audi branded kits with LED API scoreboards built right in, updating with every play. The jerseys gave the players and hundreds of spectators in attendance, as well as the few million more who read about it online, a deeper understanding of how a player's API score could rapidly change based on their level of play.
It's video games. But not the PS4 or XBOX kind.
It's gamers, over 300 million of them according to ESPN, all over the world connecting online to play all different games at all hours of the day.
Bud Light wanted to recognize the skill of this new breed of professional athlete, so we developed a season long program, from fan voting to All Star introduction to the celebrity studded bash at Twitchcon.
We treated these guys like the rock stars they truly are.
CANNES INNOVATION SHORTLIST
Kids everywhere carry baseball mitts to MLB games in hopes of catching a home run or an errant foul ball. But what about Dad? He's left to risk life and limb to hopefully barehand those rockets hit his way.
So for the 2016 MLB All Star Game, we introduced the Budweiser Catch Cup.
Manufactured with high impact, bullet resistant plastic and wide mouth design, the Catch Cup makes it easy to snag those long bombs hit into the cheap seats. We even made it simple to proudly and elegantly display your precious prize once you get home. Simply flip the Catch Cup upside down and you've got a game ball presentation anyone would be jealous of. Especially your kids.
Thanks to Carlos Gonzales' impressive skills, the Catch Cup was seen by a worldwide audience of over 7 million people during ESPN's coverage and garnered thousands and thousands of reTweets. Carlos also helped us to discover that although the Catch Cup is bulletproof, it's not bombproof.
JAY CHIAT STRATEGIC EXCELLENCE BRONZE
I love doing stuff that seems so obvious, yet no one’s done before. This is a perfect example.
We teamed Budweiser with The Cleveland Cavaliers (the first NBA team to incorporate VR into their mobile app and one of few teams to offer exclusive VR content) to develop an immersive VR program for the 2016 NBA Playoffs and Finals.
When fans purchased their ice-cold Budweiser, they were handed their adult beverages in a one-of-a-kind carrying case: VR glasses that doubled as beer holders. Because, you know, it’s Budweiser.
With VR, fans were given a view of the game few ever experience; a courtside seat for the National Anthem performance, an up-close and personal vantage point during player introductions, and a one-of-a-kind personal tour of the Cavaliers’ locker room and practice facility.
A convenient way to carry your beer at the game and a once in a lifetime view of it. All with a simple piece of cardboard. I love technology.
Defining 'America's Diner' for Denny's was a key part of why we won the national account. And when you're sitting around a diner, conversations like these just happen.
Professional Bull Riding may be thought of as a redneck sport. But when you actually take the time to understand it, you'd see it takes the strength of a linebacker, the determination of a marathoner and the courage of a frontline soldier for a 150lb man to step into the ring with an 1800lb bull.
Shot by Micheal Mueller, the VERSUS campaign set out to highlight the David vs Goliath battles taking place in arenas all across the country.
Most Olympic athletes train in relative obscurity. They make sacrifices few of us can appreciate.
Budweiser wanted to acknowledge the hard work and dedication some of these Olympians and ParaOlympians have put in to get to the 2016 Games.
And what better way to celebrate than with a party to unveil the 225 foot mural, commissioned by Budweiser and designed by Malika Favre, the same artist who created the iconic Lady liberty can art.
With all they do to put the Red, White and Blue on the top step, it's the least we can do.
Before consumers will allow a brand like Verizon into their Instagram feed, they have one simple question...
"What can I expect once you're there?"
Verizon wanted consumers to not just allow them in, but to have them search Verizon out. So we had to give them more than just another photo.
We dug in and started to ask, what if? What if we treated IG as more than a platform? What if we actually turned it into a network? What if we could change we could transform Instagram into Insta-tainment?
The way it works is simple. Consumers get 3 or 9 sequential posts from Verizon in their feed. Each has a partial cover image that's connected to the prior shot. Consumers then clicked on Verizon's handle to get the full image.
Each individual post contained a :15 video chapter of a larger story.
The potential of this storytelling format is infinite.
Imagine the first movie to be launched on IG.
What about an interview series with influential digital originals? A look into the brains of the thought leaders of the digital world?
How about exclusive snippets of the latest Hollywood blockbuster? Umm, can you say Star Wars behind the scenes??
Or maybe we tap into the potential of the democratization of the tools have become and create the world's first IG Film Festival? 15X15.
This idea scratches the surface of what can be done with IG and a brand that is brave enough.
PROMAX SPORTS MEDIA MARKETING AWARDS
To bring Verizon's tagline 'Better Matters' we took advantage of an opportunity in Philadelphia and made the morning commute better for Eagles fans. Coming off their normal Friday morning train, they were met with an opportunity to run out of the same tunnel their favorite team does. Greeted by the Eagles cheerleaders, mascot and band, they were immediately interviewed and their picture thrown up up on the jumbotron.
With a photo op setup nearby, fans tweeted out pics of themselves with the mascot using #BetterGameDay in support of Verizon's NFL Mobile app. Later that day, our social team replied back to a few lucky fans, DMing them with free tickets to Sunday's game.
Yes, people still read long copy.
Verizon wanted to get more people to switch to their new 4G LTE network. So we created a mobile-optimized site that allowed consumers to switch directly from their device, no matter what network they were on, from wherever they are.
Pinterest was new territory for Verizon. If Twitter is about 'what I'm doing right now' and Facebook is about 'where I've been', Pinterest is about 'who I want to be'. With wallpapers that give you needed fitness inspiration or fan based wallpapers that show you true allegiance, we wanted to make Pinterest a place that gave more than just something to rePin.
In existence since 1892, the former site of The US Open maintains 38 courts on four different surfaces. It also is the location for one of the swankiest clubhouses in the North East. All of which gave us the needed inspiration for our work.