Brand Experience: Live

This category showcases how a brand experience beyond traditional advertising can be created. Work that brings a brand or product to life and interacts with a specific target through live experiences should be entered.

2017 BRONZE

Lockheed Martin Field Trip to Mars

Fewer children are becoming interested in Science, Technology, Engineering and Math (STEM), while those that are interested would rather work in Silicon Valley.  Lockheed Martin's current talent is reaching retirement age, it needed to inspire a new generation of innovators. Lockheed Martin took students out of the classroom and on a field trip to Mars.  It inspired over 600K students to go beyond, received over 10K curriculum downloads and 35K page views.

• Brand: Lockheed Martin
• Client: Lockheed Martin
• Agency: McCann New York

2013 BRONZE

Small Business Saturday

In 2010, American Express created Small Business Saturday, a new shopping day between Black Friday and Cyber Monday, to support small businesses, create jobs, preserve neighborhoods and fuel local economies nationwide. But 2011 would be the real test. Could American Express take what started as a simple idea of supporting small businesses during the holiday season and transform it into a permanent fixture on the American shopping calendar? In just its second year, American Express took Main Street mainstream with a multitouch campaign that activated the small business community, consumers, media and brand partners, and even local and national government officials using powerful social action

• Brand: American Express
• Client: American Express Company
• Agency: Digitas

2012 SILVER

Small Business Saturday

Big-box stores have Black Friday. Online mega-sites have Cyber Monday. American Express OPEN thought small, independent business owners should have their own day, too. So, they created one. On November 27, 2010, Small Business Saturday (SBS) launched with a rallying cry of Shop Small. Mayors and governors across America officially adopted the day. And, consumers embraced it in a big way, too, pouring millions of dollars into small businesses over the most important shopping weekend of the year. American Express shop owners scored double-digit sales increases. Suddenly, small business was anything but small.

• Brand: American Express OPEN
• Client: American Express Company
• Agency: CP+B

FINALISTS

Kellogg's Stir It Up

IBM The Cognitive Dress

3M 3Ms LifeLab Brings Science to Life at SXSW