“Everyone should be as fortunate as we are in having a client as creative as The History Channel,” declared Stuart Ruderfer of Civic Entertainment, upon accepting the Super Reggie last Thursday night for the agency’s work on the Save Our History campaign.
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| Civic Entertainment saves history with client History Channel |
An initiative of The History Channel, Save Our History is a grassroots campaign to get citizens thinking about and acting to preserve local heritage. The campaign was built on partnerships between the White House (including endorsements by First Lady Laura Bush) and consumer brands, including Bank of America and Lowe’s. The campaign created a $250,000 grant program, funding nearly 50 local preservation projects around the U.S.
The Super Reggie was presented by the Promotion Marketing Association during its annual meeting in Chicago. In 2004, the Save Our History campaign was also recognized with a gold PRO Award by PROMO, as well as a Governor’s Award from the Academy of Television Arts and Sciences.
In addition to Save Our History, the following top campaigns also received recognition by the PMA:
National Consumer Promotion—Budget over $5 million
Gold: 24/24 Milk Your Diet Client: MilkPEP Agency: Draft
Silver: The Home Depot’s Olympic Campaign Client: The Home Depot Agency: Velocity Sports & Entertainment
Bronze: Pepsi iTunes Client: Pepsi-Cola North America Agency: TracyLocke
National Consumer Promotion—Budget between
$1 million and $5 million
Gold: Camp eBay Client: eBay Agency: In-House
Silver: 20th Century Fox Garfield the Movie/Goldfish Promotion
Client: Pepperidge Farm Agency: Kobin Enterprises Ltd.
Bronze: Guinness “Treat St. Patrick’s Day Like a Real Holiday!”
Client: Diageo Guinness USA Agency: Colangelo Synergy Marketing
National Consumer Promotion—Budget under $1 million
Gold: Save Our History Client: The History Channel
Agency: Civic Entertainment Group
Silver: Drexel Heritage Celebrates The Princess Diaries 2
Client: Drexel Heritage Agency: In-House
Bronze: Yahoo! Personal—Live Billboard Campaign Client: Yahoo!
Agency: In-House
Local, Target, Regional Consumer Promotion—Budget over $1 million
Gold: Pampers Feel ‘N Learn Client: Procter & Gamble
Agency: Arc Worldwide
Silver: Old Spice Red Zone Presidential Election Client: Procter & Gamble Old Spice Body Wash Agency: Comcast Spotlight
Bronze: Miller Taste Challenge Client: Miller Brewing Company
Agency: Schupp, GMR Marketing, Team Enterprises
Local, Target, Regional Consumer Promotion—Budget under $1 million
Gold: Captain for President Client: Diageo, North America/Captain Morgan Agency: BFG Communications
Silver: Labatt Blue Project Blueprint Client: InBev USA
Agency: DVC Worldwide
Bronze: HUMIRA—What You Can Do with Rheumatoid Arthritis
Client: Abbott Immunology Agency: Momentum
Multi-Partner Promotion—Involving 3 or More Partners
Gold (tie): Garfield Rules Promotion Sponsored By Ashley
Client: Ashley Furniture Industries Agency: Centra Marketing & Communications LLC
Gold (tie): Shrek 2 Client: DreamWorks SKG Agency: In-House
Bronze: The SpongeBob SquarePants Movie Client: Nickelodeon
Agency: Various
Business-to-Business Promotion (Includes Trade Promotion)
Gold: CNN Convention Diner Client: CNN Agency: Civic Entertainment Group
Silver: Cummins Uptime Guarantee Client: Cummins, Inc.
Agency: PriceWeber
Bronze: Court TV Upfront Campaign—The Michael Alan Group
Client: Court TV Agency: In-House
Multicultural/Ethnic Promotion
Gold: Viva Los Dodgers Client: LA Dodgers
Agency: AIM—Alternative & Innovative Marketing
Silver: Bomba de Premios Client: Conoco Phillips
Agency: AIM—Alternative & Innovative Marketing
Bronze (tie): Kraft New Voices of Gospel Talent Search
Client: Kraft Foods Agency: The Guild Group
Bronze (tie): Pepsi Musica Client: PepsiCo, Inc.
Agency: Dieste Harmel & Partners
International/Global Promotion
Gold: Big Mac Meal Tracks Client: McDonalds Agency: Creata, The Marketing Store Worldwide, Frankel
Silver: Spider-Man 2 and Kellogg’s International Client: Sony
Agency: Kellogg’s
Bronze: Jelly Belly Flavor Adventure Client: Jelly Belly Candy Company Agency: Launch Creative Marketing
New Media Promotion
Gold: VERBnow.com Client: The Centers For Disease Control and Prevention Agency: Frankel, An Arc Worldwide Company
Silver: eBay “Dream Room” Contest Client: eBay Agency: Marden-Kane
Bronze: Athens on Location from Sprint Client: Sprint PCS
Agency: Skycastle Entertainment
Cause/Community Outreach Promotion
Gold: Save Our History Client: The History Channel Agency: Civic Entertainment Group
Silver: Marshmallow Peeps Fun Bus Tour 2004 Client: Just Born
Agency: Marketing Werks
Bronze: “Declare Yourself” Tour Client: Declaration of Independence Road Trip Agency: Momentum
Event Marketing
Gold: Quilted Northern Ultra/Komen Foundation Sponsorship Activation Client: Georgia-Pacific Agency: DVC Worldwide
Silver: CNN Convention Diner Client: CNN Agency: Civic Entertainment Group
Bronze (tie): 2004 AXE Dark Party Client: Unilever Agency: GMR Marketing
Bronze (tie): Victoria’s Secret “Pink Miami Launch” Client: Victoria’s Secret Agency: Mr. Youth LLC
Account-Specific Promotion
Gold (tie): M&M’s Brand/Kroger “Share The Color” Bouquet Client: Masterfoods USA/M&M’s Brand Agency: Marketing Drive Worldwide
Gold (tie): The Little Dose of Life—Prilosec OTC Launch at CVS Pharmacy Client: Procter & Gamble Agency: Upshot
Gold (tie): The Slim-Fast Challenge Client: Unilever Agency: J Brown Agency
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