Carpe Diem - Products

This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or product in a bright spotlight and creating immediate and measurable impact.



Mall Arauco Maipu

Brand: Mall Arauco Maipu
Client: Mall Arauco Maipu
Agency: Raya

Shake It Up, America

March 2012, a Romney advisor said, " hit a reset button for the fall campaign...almost like an Etch A Sketch. You...shake it up and we start all over ..." The media ran with this and Etch A Sketch started to stand for someone who flip-flops. We decided to take control of our brand message, have fun, and embrace being part of the conversation. With no media spend whatsoever, our Shake It Up, America! campaign garnered 1 billion impressions worth hundreds of millions of paid media dollars.

Brand: Etch A Sketch
Client: The Ohio Art Company
Agency: Team Detroit Inc.


IBMs Watson communications ensured that a computer competing on Jeopardy! became a business and cultural phenomenon, and turned a game into serious commercial payback. To avoid irrational fears and create interest, the key was to make humanity the winner. A fully integrated Paid, Owned and Earned media campaign drove Jeopardy!s highest ratings in years, created 70% public awareness and forged a cultural icon: the 2011 Webby Person of the Year. Not only did it create a future $1BN category, it also paid back immediately: 21x in revenue and 3x in profit.

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

2018_na_2018_e-2445-512_hero_1 Starburst All Pink Starburst
2018_na_2018_e-2514-436_hero_1 McDonald's Szechuan Sauce Returns
2017_ap_2017_ss-bc025_hero_1 TVS Scooty Zest 110 TVS Scooty- Himalayan Highs

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