The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
In 2006, The North Face, a brand not known for footwear, set out to gain distribution for a new line of endurance shoes. With Dean Karnazes, poster boy for endurance running, we created a historic expedition to demonstrate the boundaries of human endurance: The North Face Endurance 50. The implausible and never-before-attempted, jaw-dropping 50 marathons in 50 states in 50 consecutive days helped propel The North Face's endurance business by 208% between 2006 and 2008, an 832% increase over goal.
Brand: The North Face
Client: The North Face
Agency: DDB, Seattle
Stories of Innovation
IBM pioneered the modern case study in the 90s and they worked great. Take a big story, tell it well and people listen. And in IBM's case, they didn't just listen, they did more business with the brand. But that was the 90s. Pre-YouTube. Pre-user generated content. Pre-TVs dead. Today's media-neutral climate has many people believing everything's changed. Absolutely everything. We disagree. We still believe if you tell a great story, people will listen. What's changed is how you get your story out there. The answer? Brand journalism.
Client: IBM Corporation
Agency: Ogilvy & Mather
In a totally unique use of the outdoor medium, the St. Louis Cardinal/KTRS campaign created a deafening buzz in the city. After 52 years of broadcasting games on KMOX, the objective of the campaign was to communicate that the Cardinals have moved to 550 KTRS. To accomplish this, six pairs of sequential outdoor boards were secured throughout the city. The lead board was a Cardinals board and the following board was a KTRS board. The message evolved throughout the campaign to create one cohesive message between the two boards.
Agency: Schupp Company, Inc.