The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
Cole Haan needed to grow their business by driving reappraisal with a younger target. In Fall 2012, a new product, the Chelsea Pump was launching during fashion week in NYC. This pump was made for an on the move lifestyle with Nike technology inside. Our local #DontGoHome campaign gave young New Yorkers encouragement and experiences to keep moving all through the night, supported by the Chelsea Pump. In all, we drove sales +36% to plan and gained 43,766,790 impressions, showing we found a role in our new targets lives.
Brand: Cole Haan
Client: Cole Haan
Agency: Bartle Bogle Hegarty
To help a small regional brewery stand out, we made beer trial a death-defying experience with the first beer-dispensing arcade game. Made entirely in-house, it features a Flash-based game called The Last Barfighter and was designed to serve as media for the brand throughout the playing experience. Winners get a pour of domination, and losers a drop of consolation, from taps where coin slots are normally. When beercade debuted and a trailer went up on YouTube, so did social media mentions of the brewery and distributor requests.
Brand: Big Boss Brewing
Client: Big Boss Brewing Company