U.S. NAVY
Lee Buchschacher
Capt. Philip Altizer
CAMPBELL-EWALD
M. Kathleen Donald
Mark Simon
Arthur Mitchell
Dan Ames
Eric Olis
Rachel Ferhadson
Ann Kong
Dan Rioux
Super.-Program Advt. Mgr.
Dir.-Advt. & Mktg.
Exec. VP-Acct. Dir.
Exec. VP-Exec. Creative Dir.
Exec. VP-Dir. Strategic Planning
Sr. VP-Assoc. Creative Dir.
Sr. VP-Assoc. Creative Dir.
VP-Mgmt. Super.
VP-Mgr. Acct. Planning
Sr. VP-Media Dir.
New York Lottery
NEW YORK LOTTERY
Gordon Medenica
Randall Lex
Debbie Myers
Debbie Hewitt
Dir.-Lottery
Dir.-Mktg. & Sales
Co-Dir.-Advt.
Co-Dir.-Advt.
DDB NEW YORK
Lee Garfinkel
John Russo
Joe Cianciotto
Scott Grayson
Rich Sharp
Leo Mamorsky
OMD
Chrmn.-CCO
Exec. Creative Dir.
Exec. Creative Dir.
Creative Dir.
Creative Dir.
Group Acct. Dir.
NAVY INFLUENCER – NAVYFORMOMS.COM
The goal was to change the perceptions that mothers and fathers
have of having their child enlist in the U.S. Navy. The first step was
building a social networking site where moms of high school/
college-aged kids can talk to moms who currently have children
serving in the Navy. They learn the benefits of the Navy from their
peers rather than from recruiters. The Navy’s New England pilot
brought members to NavyForMoms.com in record numbers. The
site exceeded its annual membership objective in less than six
months. Truly viral, members hail from all 50 states and overseas.
EVERYBODY WANTS A LITTLE BIT OF LUCK
The New York Lottery needed to revive a steady decline of sales
of the Take 5 game, one that had inconsistent support and a
dated unappealing image. Furthermore, the game was
positioned against more modern, technologically advanced and
enticing competitors. The challenge was to convince people that
luck was not only possible, it was probable because with Take 5
they had 1-in- 9 odds to win. This was accomplished by creating
a miniature little-bit-of-luck character, a ubiquitous mascot for
winning. The result: overdelivery of sales and playership goals.
