Brand Experience: Virtual/360
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 virtual/360 experiences should be entered.
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. The campaign drew over 1 million hackers into an online vetting process that led to only qualified prospects contacting Army Cyber Command.
- Brand: U.S. Army
- Client: U.S. Army
- Agency: McCann New York
The 2013 holiday season wasnt great for UPS. The combination of bad weather and last-minute e-commerce orders pushed the network past its limits. The public wasnt pleased, and took to social media to vent their dissatisfaction. In 2014, we needed to build up goodwill, and regain our position as a source of holiday cheer. We solicited holiday wishes from around the country, and granted them some big, some small, some truly magical. Social sentiment shifted to positive, and one very special wish went viral, garnering 45 million views!
- Brand: UPS
- Client: UPS
- Agency: Ogilvy & Mather
National Geographic Channel was airing its most ambitious program, Killing Kennedy, a film corresponding with the 50th anniversary of JFKs assassination. Given its significance, an avalanche of JFK-themed media was competing for attention and they had to find a way to generate intrigue around the broadcast premiere. The solution was a second-screen experienceone that took a page from modern storytelling to draw our target inthat exceeded goals of driving deep engagement and increased the brands online audience over the prime-time average by 10x, the highest in network history.
- Brand: National Geographic Channel
- Client: National Geographic Channel
- Agency: Mullen Lowe