Media Innovation - Existing Channel
This award showcases those who have the insight and creativity to change the way a particular media channel is consumed.
By living the culture of our consumer, we hijacked a moment. We used non-traditional thinking to create a brand experience and significant buzz. Our work created an indelible connection between Under Armour and its most popular athlete, Stephen Curry.
Brand: Under Armour
Client: Under Armour
Royal Caribbean's #ComeSeekLive is a first-of-its-kind interactive execution, combining the oldest advertising media, outdoor, with one of the newest and unique social platforms, Periscope. We created interactive live streams from the perspective of social media influencers onboard Royal Caribbean's newest ship and projected them in real time through digital billboards across New York City, letting our audience discover and participate in adventures they never expected from the brand. This contributed to business growth driving an unprecedented 19% lift in New York sailings among those who have never cruised.
Brand: Royal Caribbean International
Client: Royal Caribbean International
Agency: MullenLowe Mediahub U.S.