CoNSuMER ELECTRoNICS
GoLD WINNER
CoNSuMER ELECTRoNICS
bRoNZE WINNER
CoRpoRATE REpu TATIoN
& pRoFESSIoNAL SERvICES
SILvER WINNER
CoRpoRATE REpu TATIoN
& pRoFESSIoNAL SERvICES
bRoNZE WINNER
Apple
Microsoft
Intel
united Technologies
AppLE
Tb WA\MEDIA ARTS LAb
James Vincent Pres.
Duncan Milner CCO
Eric Grunbaum Exec. Creative Dir.
Elena Hale Exec. Strategy Dir.
Darcie Shively Planning Dir.
Jordan Vadnais Sr. Acct. Planner
Alain Briere Creative Dir.
Alicia Dotter Assoc. Creative Dir.
Krista Wicklund Sr. Copywriter
Stephanie Chen Acct. Super.
oMD
MICRoSoFT
Genl. Mgr.-Advt. &
Customer Engagement
CRISpIN poRTER + boGuSKy
Heather Faunce Part.-Group Acct. Dir.
Kate Frazier VP-Acct. Dir.
Andy Nathan Acct. Dir.
Andy Sackmann Acct. Dir.
Kate Higgins Mgmt. Super.
Chris Ingwalson Mgmt. Super.
Dagny Scott VP-Group Dir.
Lindsey Allison Assoc. Dir.
Glenn Maddocks Mgmt. Super.
INTEL CoRp.
Deborah Conrad
VP-Genl. Mgr., Corp. Mktg.
vENAbLES bELL & pARTNERS
Paul Venables Founder-Co-Creative Dir.
Greg Bell Founder-Co-Creative Dir.
Lucy Farey-Jones Part.-Dir., Brand Strategy
Gabrielle Tenaglia Group Strategy Dir.
Alex Russell Copywriter
Crystal English Art Dir.
Kate Jeffers Group Acct. Dir.
TAG WoRLDWIDE
oMD
ThE uppER SToREy
bATES 141 hK
uNITED TEChNoLoGIES CoRp.
DDb NEW yoRK
Maria Tender
Emily Viola
Catherine East
Lauren Roberts
Steve Kashtan
Lisa Rettig-Falcone
Dir.-Brand Planning
Sr. Brand Planner
Acct. Dir.
Acct. Super.
Group Creative Dir.
Group Creative Dir.
pRoMEThEuS MEDIA
Laurie McCloskey
Client Comm. Dir.
ThERE’S AN App FoR ThAT
When Apple’s App Store launched, the concept of a mobile app
hardly existed. The challenge was to help people understand
apps as powerful and useful tools that change the way they think
of a phone even though many of the first, most prominent apps
were frivolous novelties. By creating a useful app experience “one
app at a time” and using media to recommend apps to specific
audiences, Apple and its agency were able to show that no
matter who you are or what you need to do,“There’s an App for That.”
REAL pC
Subject to Mac’s attacks, Windows was losing market share and
mindshare. The challenge was to breathe new relevance into a
brand and product that people took largely for granted and often
didn’t buy directly and to do it during a time of no product news.
By embracing and amplifying the brand’s underlying truths of
democracy and value, the campaign simultaneously gave
meaning to an invisible operating system and de-positioned
the competitor as elitist. Market share, value perception and
favorability measures reversed course, meeting key objectives of
preference and share protection.
SpoNSoRS oF ToMoRRo W
The challenge was to get Intel talked about and ultimately make
the brand relevant to everyday consumers. To accomplish this, it
was decided to show people across the globe that Intel is much
more than just a big chip company. Utilizing a variety of traditional
and not-so-traditional media, this campaign demonstrated that
the smart, quirky people at Intel are creating the future with mind-blowing, world-changing technologies. Upon launch,“Sponsors of
Tomorrow” was met with tremendous social media and PR buzz,
an impressive feat for a previously invisible brand.
CRoSS SECTIoN
United Technologies is a $58 billion company that few people
knew about. The goal was to get Wall Street investors to take notice
of this solid diversified industrial in a way that would inspire them
to research, recommend and purchase United Technologies stock
with serious levels of investment. This campaign appeals to the
dormant little boy in the investor by surrounding him with elaborate and breath-taking cross sections of the technology, financial
success and big cool things that make up United Technologies.
