This award honors efforts that grew their business / brand by changing the marketing model in ways that drive the industry forward.
The Most Energy Efficient Campaign Ever
California had a dirty little secret. Despite being famous publicly for their eco-progressiveness, in private, individuals didn’t do enough to make a difference. While they were aware of energy actions they could take, many didn’t act. We needed to do more than talk the talk. We needed to show Californians that their little actions add up when taken together. This led to The Most Energy Efficient Campaign Ever: the first campaign where the ads themselves saved energy. In the end, millions of actions were taken and billions of kWh saved.
Brand: Energy Upgrade California
Client: California Public Utilities Commission
Agency: DDB San Francisco
Sports fans want one thing: to watch their teams play live. But they’re afraid of losing their sports if they cancel cable. So, how did Hulu transform 70 years of watching sports on cable while disrupting the sports marketing status quo? We leaned into social media fandom and reinvented athlete endorsement by having our athletes transparently admit they were selling out to Hulu for the money. And it helped drive 3x our 2019 projected subscriber goals.
Agency: Big Family Table