Media Idea
The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
FILTER BY:
PROGRAM
2016 BRONZE
2015 GOLD
Project Architeuthis: Engaging America's Cyber Warriors
Americas Navy launched Project Architeuthis based on a highly integrated creative and social media idea for an ARG, or Alternative Reality Game, that engaged the Navy Cryptology target with incredibly challenging puzzles, cyphers, and cryptic clues regarding the location of a mysterious, fictional enemy. ARG player adoption, community sharing and deep brand engagement helped the Navy reach its elite target and overcome the challenges of no media budget and a reduced prospect pool to meet 100% of its recruiting goal.
Brand:
America's Navy
Client:
U.S. Navy
Agency:
Lowe Campbell Ewald
FINALISTS
Gerber
Every Baby is a Gerber Baby: Sparking a Global Dialogue on Inclusion
Toyota
Start Your Impossible
Heinz
Launch Heinz Mayonnaise By Igniting Mayochup Mayhem
