Multidiscipline Campaign — National
American Wasteland
Clients: Activision, Jeep
Agency: Entertainment
Marketing Partners: BBDO
To reach young males, Jeep launched its new Commander via a hot video game integration and tour with skateboarding icon Tony Hawk. The in-game integration took the SUV into virtual game play, then brought it into the real world via events on the Secret Skatepark Tour circuit.
FINALISTS
Burger King and the NFL
Client: Burger King Corp.
Agency: Equity Marketing
M&Ms: The Chocolate M-Pire
Client: Masterfoods USA
Agency: Thomas J. Paul
Drop a Jean Size Challenge
Client: Kellogg’s Special K
Agency: Brigandi & Associates
Best Multidiscipline Campaign — Regional
New York City Heritage Tourism Partnership
Client: The History Channel
Agency: Civic Entertainment Group
Landmarks throughout the Big Apple got a big boost in tourism support via cable network The History Channel. At the core of the program: The Heritage Tourism Center at City Hall Park opened with fanfare by New York Mayor Michael Bloomberg.
FINALISTS
Be Always Fresh
Client: Procter & Gamble
Agency: TvPromo International
Chevrolet ChicagoRevolution.com Tour
Client: General Motors R*Works
Agency: Marketing Werks
Chicago’s New Crosstown Classic
Client: United Airlines
Agency: Arc Worldwide
Best Use of Promotional Advertising
The Power of Four
Client: Schick Shaving Products
Agency: Colangelo
Appealing to guys’ inner “hound dog,” the campaign encouraged them (with tongue-firmly-in-cheek) to upgrade their lives via The Program. According to this campaign, even Big Foot can score with the ladies if he shaves properly.
FINALISTS
M&Ms: The Chocolate M-Pire
Client: Masterfoods USA
Agency: Thomas J. Paul
Smallville/Ford Fusion
Client: Ford Motor Co.
Agency: J. Walter Thompson
Chicago’s New Crosstown Classic
Client: United Airlines
Agency: Arc Worldwide
Best Use of Event Marketing: 5 or Less Venues
Chicago Drive 05 & 06
Client: The Chrysler Group
Agency: The George P. Johnson Co.
Cross the Chicago Auto Show with an amusement park, and you get Chicago Drive. Complete with thrill rides on souped up Jeeps, Dodge trucks and other Chrysler vehicles, this indoor event turned exhibit space into terrain that let drivers put test drives in overdrive.
FINALISTS
Diet Dew Times Square Rail Jam
Client: Pepsi-Cola Co.
Agency: In-house
House of Dew
Client: Pepsi-Cola Co.
Agency: In-house
The Marriott mSpot Times Square Experience
Client: Marriott Hotels
Agency: Momentum Worldwide
Best Use of Event Marketing: More than 5 Venues
Thanks A Million
Client: Ricola
Agency: The A Team
Your mother always said good manners matter — and in this multi-city campaign a kind offer of a cough drop to a Mystery Cougher rewarded a friendly gesture with a million bucks! In-store and online supported.
FINALISTS
Product Launch, Verizon FiOS
Client: Verizon Communications
Agency: Pierce Promotions
Game Changing Innovation
Client: Motorola
Agency: 141 Worldwide
Rails to Trails
Client: Dasani
Agency: The Marketing Store
Best Vehicle-Based Experiential Campaign
U.S. Army College Tour
Client: U.S. Army
Agency: Relay Sponsorship and Event Marketing
This day-camp experience for potential recruits gave college and high school students a sample of Army training via a decked out truck-as-camp. Visitors could tackle the climbing wall, try the ropes course and take in a Soldiers of the Future display.
FINALISTS
Chevrolet ChicagoRevolution.com Tour
Client: General Motors R*Works
Agency: Marketing Werks
Crest Imagine Tour
Client: Procter & Gamble
Agency: Brand Connections
GM: Chicago for Everyone
Client: General Motors
Agency: Dome HK
Best Cause-Marketing Promotion
Honeywell-NASA’s FMA Live!
Client: Honeywell
Agency: Oasis
How will the next Einstein discover his talents if science class is a bore? A traveling multimedia education concert used live actors, hip-hop dance, videos and interactive demos to engage kids in science. Online resources helped students and teachers continue the learning in the days and weeks that followed. (This campaign was also the recipient of sponsor Yahoo’s Big Idea Chair, presented during the PRO Awards intermission.)
FINALISTS
I Am a Force of Nature
Client: Force of Nature Aid Fdtn.
Agency: Intersection
Jones New York In the Classroom
Client: Jones Apparel Group
Agency: In-house
Save Our History
Client: The History Channel
Agency: Civic Entertainment Group
Best Sponsorship or Tie-In Campaign
American Express Global Viewing Event Platform
Client: American Express
Agency: Momentum Worldwide
Activating its World Cup sponsorship, Amex took tennis Open matches from courtside to outdoor venues for current and prospective card members around the world. From the Sydney Opera House to Trafalgar Square to Madison Square Park, it was “service up!”
FINALISTS
Kellogg’s & Star Wars
Client: Kellogg’s
Agency: Brigandi & Associates
M&Ms: The Chocolate M-Pire
Client: Masterfoods USA
Agency: Thomas J. Paul
National Geographic Kids Hands-On Explorers
Client: Pfizer Purell
Agency: Einson Freeman
Best Use of Games, Contests and Sweepstakes
Ted: Chicago’s New Crosstown Classic
Client: United Airlines
Agency: Arc Worldwide
When United Airlines low-fare offshoot Ted debuted at Midway airport, it delighted locals with events tied to the cross-town rivalry between the Cubbies and the White Sox. It took the cross-town theme up a notch with chances to ride in an air shuttle between O’Hare International Airport and Midway.
FINALISTS
Monopoly Best Chance Game 3.0
Client: McDonald’s
Agency: The Marketing Store
My Wish List
Client: American Express
Agency: Digitas
Subway Fresh Resolutions!
Client: Subway Restaurants
Agency: ePrize
Most Innovative Communication Strategy
VW Alpha Drivers
Client: Volkswagen
Agency: Arnold Worldwide
Forget “brand ambassadors” — VW leveraged the raving fanatics in love with its cars, tapping their insight and buzz, with rewards in return. This was word-of-mouth from A-to-Z!
FINALISTS
Dukes of Hazzard Institute
Client: CMT (Country Music TV)
Agency: Great
HBO Entourage VIP Card
Client: HBO
Agency: LIME p.r. + promotion
The Power of Four
Client: Schick)
Agency: Colangelo
Best Use of Interactive/Electronic Media and Direct Marketing
The Sopranos: Crime. Organized.
Client: HBO
Agency: Deep Focus
Returning for its sixth season, the show’s fans were able to go online and digitally map “scenes of the crimes” that had become notorious in earlier episodes of The Sopranos via a Google interface.
FINALISTS
2006 GMC-CSI Promotion
Client: GMC
Agency: Digitas
The Power of Four
Client: Schick)
Agency: Colangelo
Best Multicultural or Ethnic Campaign
Bajo la Regadera (In The Shower)
Client: Unilever
Agency: PMG
Dove targeted busy Latina moms with a rejuvenating offer for bath time products during the rare time they have for themselves.
FINALISTS
Secretos de Belleza (Beauty Secrets)
Client: Unilever
Agency: PMG
Futbol a Football
Client: ESPN
Agency: LatinWorks
La Casa de Dora Mall Tour
Client: Nickelodeon
Agency: Oasis
Best Campaign Targeting a Micro Audience
Axe College Ambassadors
Client: Unilever Axe
Agency: GMR Marketing
Grassroots outreach by peers to college males drove home the brand’s “smell good, get girls” message.
FINALISTS
Campbell’s SouperStar
Client: Campbell Soup Co.
Agency: Ryan Partnership
Fit Nation
Client: CNN
Agency: In-house
Hurra Torpedo
Client: Ford Fusion
Agency: JWT
Best Campaign Generating Brand Awareness and Trial Recruitment
McDonald’s Fruit & Walnut Salad Launch
Client: McDonald’s
Agency: Arc Worldwide
It was the campaign built one tine at a time. McDonald’s Green Fork drew fruit salad fans and converts as McD touted its new, healthy menu options.
FINALISTS
Experience Life’s Rewards!
Client: MBNA
Agency: Civic Entertainment Group
M&Ms: The Chocolate M-Pire
Client: Masterfoods USA
Agency: Thomas J. Paul
You Look FabuLash Tour
Client: Revlon
Agency: Zoom Media
Best Campaign Generating Brand Volume
M&M’S Chocolate M-Pire
Client: Masterfoods USA
Agency: Thomas J. Paul
M&M’s leveraged both the light and dark sides of The Force via reworked packaging for M&M candies and in-store signage. It further celebrated the final episode in the Star Wars saga across its integrated media campaign.
FINALISTS
Albertson’s Meal Deals
Client: Albertson’s
Agency: CoActive Marketing
GapBody Bra Bar
Client: The Gap
Agency: A Squared Group
National Geographic Kids Hands-On Explorers
Client: Pfizer Purell
Agency: Einson Freeman
Best Short- or Long-Term Brand Loyalty Campaign
Special K Challenge
Client: Kellogg’s
Agency: Brigandi & Associates
Kellogg’s promised women smaller jeans out of its big white box. It delivered more, including motivational in-store events, on-pack offers and online support to help them reach their goals.
FINALISTS
FedEx Air & Ground Campaign!
Client: FedEx
Agency: Velocity Sports & Entertainment
Yoplait’s Women’s Wellness Initiative
Client: General Mills
Agency: PowerPact
Gap Ambassador Program
Client: The Gap
Agency: A Squared Group
Best Dealer, Sales Force or Business-to-Business Campaign
The Napster Garage
Client: Napster
Agency: Grand Central Marketing
A funky trade show booth, which harked back to the roots of garage bands, lured potential partners to Napster’s electronics show space — although the show was ostensibly a consumer event. (This work also received an EMMA earlier this year in the Business-to-Business/Trade Audience category.)
FINALISTS
Cingular MEdia Net Launch
Client: Cingular
Agency: Seismicom
Radiology Re-Imagined
Client: GE Healthcare
Agency: Interference
Points Of Light
Client: GE Lighting
Agency: GEM Group
Best Retail or Co-marketing Campaign
Together We Make A Great First Impression
Client: Unilever
Agency: PMG
Snuggle knew that fresh laundry is just one of the ways Hispanic homemakers show their families how much they care. Sampling this fabric softener won over Latinas eager for fresh-smelling clothes.
FINALISTS
Memoirs of a Geisha
Client: Multiple partners
Agency: Sony Pictures Entertainment
Stella
Client: Adidas
Agency: Action Marketing Group
Bass Pro Tundra Heartland Tour
Client: Toyota
Agency: AMCI
Best Small-Budget Campaign
Body Glove Fashion Police
Client: Body Glove
Agencies: Hall Event Group, DraftFCB, Golan Harris
High-tech can be hip! Breaking into the tech sector with its new headsets, Body Glove met cell phone users on their own terms — and on their own turf as brand ambassadors worked the streets to get commuters to try its new gear.
FINALISTS
Largest Coconut Symphony
Client: Monty Python’s Spamalot
Agency: HHC Marketing
Mitre Fashion Launch
Client: Elan Polo
Agency: Drive Agency
Office Invaders
Client: Dunkin’ Brands, Baskin-Robbins
Agency: Blockdot
Best Creative
M&M’S Chocolate M-Pire
Clients: Masterfoods USA
Agency: Thomas J. Paul
(see Best Campaign Generating Brand Volume)
FINALISTS
Experience Africa
Client: National Geographic
Agency: Grand Central Marketing
McDonald’s Simple Bold Retail Identity
Client: McDonald’s
Agency: Arc Worldwide
The Power of Four
Client: Schick)
Agency: Colangelo
Best Idea or Concept
Ted: Chicago’s New Crosstown Classic
Clients: United Airlines
Agency: Arc Worldwide
(see Best Use Games, Contests and Sweepstakes)
FINALISTS
Kotex WhatFitsU Experience
Client: Kimberly-Clark Corp.
Agency: Mr. Youth
M&Ms: The Chocolate M-Pire
Client: Masterfoods USA
Agency: Thomas J. Paul
Picture a Healthy World
Client: GE
Agency: in-house
THE JUDGING
For 2006, over 500 marketing campaigns were entered by agencies or brand management into an Internet-based interface. A panel of judges, recruited from both the brand and agency sides of the business, screened textual descriptions and campaign graphics for the entries per category to create a pool of finalists. A second round of judges then evaluated the finalists to determine the Pro winners per each of 21 categories and the Campaign of the Year. This year’s judging panel included:
John Agnew Verizon Wireless
Thierry Anglade Colangelo Synergy Marketing
lori Asbury Centers for Disease Control
Doug Austin Noble
Mike Balogh PromoWorks
Virginia Bates Eric Mower & Associates
Brad Beck Draft
John Benfield CoActive Marketing
Dino Bernacchi Pontiac
James Brunk ePrize
Thomas Burke AMCI
Steven Buxbaum CoActive Marketing
Chris Caldwell Velocity Sports & Entertainment
Michael Carey Arnold Brand Promotions
Jeff Coburn Momentum Worldwide
Rich Coppola Ryan Partnership
Michelle Cordial Subway
Kelly Drumm Promotion Group Central
Doug Eckard AMP Agency
Brandon Evans Mr. Youth
David Gerzof Universal Consulting Group
Jennifer Granozio Grand Central Marketing
Gregg Hamburger Marketing Arm
Michelle Harmon-Madsen Rodale
Erik Hauser Swivel Media
Wally Hayward Relay Sponsorship & Event Marketing
Matt Hofherr Swirl
Lisa Hyman Lead Dog Marketing
Laura Janssen Brigandi & Associates
Fred Jasinki Draft
Amy Johannes PROMO
Kathleen M. Joyce PROMO
Gary Kleinman Buzztone
Victor Lee Digitas
Tyler Miller Slant
Craig Millon Marketing Drive Worldwide
Drew Neisser Renegade Marketing
Patricia Odell PROMO
Sarah O’Leary TPN
John Palumbo BigHeads Network, LLC
Steve Randazzo Pro Motion
Robert Reents 141 Worldwide
Patty Regan The Regan Group
Dan Renz Summit Marketing
Brian Rivet Object 9
Eric Ronshaugen TracyLocke
Dave Rosenberg GMR Marketing
William Rosen Arc Worldwide
Issa Sawabini Fuse
Richard Scarle Upshot
Andrew Scott PROMO
Brad Scott Saatchi & Saatchi X
Ken Seaton Carlson Marketing
Scott Seymour BFG Communications
Parke Spencer Civic Entertainment
Betsy Spethmann PROMO
Chad Tons Infinity Marketing
Margo Vallone GEM Group
Mark Westcott Westcott Marketing, Inc.
Martin Wodarz Arc Worldwide
Jim Zembruski Alcone
Joe Zucconi Thomas J. Paul
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