Engaged Community

This category is about managing effective, engaged communities.  Entrants will be brands that are creating content, experiences, and platforms that get their communities to grow, act or amplify messaging in a way that directly relates to the brand's goal.



White Hats Wanted

Cyber-attacks are wreaking havoc in the United States. As the largest military branch, the Army is responsible for defending Americans from all kinds of threats including cyber attacks.  But to do so, they need to attract the few recruits with elite hacking skills. “White Hats Wanted” used a conventional TV ad as a magnet via a coded message that only a skilled hacker would spot.  

Brand: U.S. Army
Client: U.S. Army
Agency: McCann New York


Históricamente, el exprés de Papa John’s ha creado más chichas que alegrías a la hora de ordenar. El caos se debe al sistema de call center que por franquicia se debe manejar. No hay quite. Por eso decidimos crear nuestra propia plataforma de pedido en línea. Pero en lugar de sólo lanzarla, hicimos que la gente la pidiera. ¿Cómo? Creando una petición online (iniciada por la gente) para que Papa John’s habilitara una plataforma de pedido en línea. La meta, lograr al menos 100,000,000 de clicks. Se lograron 376,531,440 y la marca en efecto sacó la plataforma, y la gente lo sintió como un esfuerzo logrado por ellos.

Brand: Papa John's
Client: Papa John's
Agency: Interaction

Be The Guy

Young men yearn for greatness, but struggle with self-doubt. But for Be The Match, these guys are biologically ideal bone marrow donors. To demonstrate their unique role in curing blood cancers and other life-threatening diseases, we flipped the script—shifting the focus from patients to donors. Because simply being who they are qualifies them to do something truly great. The campaign increased this critical demographic on the registry by more than 50% and registered thousands of additional new donors, ultimately positioning the organization to save more lives.

Brand: Be The Match
Client: Be The Match
Agency: space150

2018_na_2018_e-2676-734_hero_1 Equality NC Stop HB2
2018_na_2018_e-2510-007_hero_1 McDonald's Szechuan Sauce Returns
2018_na_2018_e-2702-942_hero_1 Illinois Council Against Handgun Violence Teddy Gun

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