Media Innovation - Emerging & New Channels

Whether the effort was one execution or multiple, and/or used one engagement channel or multiple – the work must represent new and creative usage of the media channels we know and love, or have not yet met. 

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The Madden GIFERATOR

Madden NFL is the most successful sports video game franchise in history. But after 26 years, we had lost relevance. To get Madden back into the pop culture conversation, we created a real-time GIF engine powered by trash talk, called the GIFERATOR, which fanned the flames of rivalry throughout the NFL season. Between developing a new content platform, speaking in the language of our audience, and becoming a certified meme, Madden managed to capture the attention of the Internet while initiating a new generation into the Madden Madness.


Brand: EA Madden NFL 15
Client: EA Sports
Agency: Heat

More than a sign


Brand: Dislife.ru
Client: Business Partner LLC (Dislife.ru)
Agency: Young and Rubicam FMS LLC

#IBMFoodTruck

To demonstrate the potential of Watson and enlist skeptical developers and start-ups, we showed off a creative computer. Using the cloud, we put IBMs Watson in a Food Truck and parked it at SXSWi in Austin. Menu suggestions solicited via twitter (e.g. #Burrito) were reinvented by Watson into deliciously deranged recipes (e.g. Austrian Chocolate Burrito). We drove 100MM+ impressions, and thousands of applications by developers to see what they could build with Watsons help. It was a branded content campaign where the content was food.


Brand: IBM Watson
Client: IBM
Agency: Ogilvy & Mather

2019_mn_2019_139_hero_1 Standard Chartered United Arab Emirates The Art Gap
2019_mn_2019_141_hero_1 Waste Management Coalition Toxic Flag
2019_mn_2019_142_hero_1 BOURJOIS - LIFESTYLE - FACEBOOK Measuring impact of online advertising on in stores sales
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