ENTERTAINMENT & SpoRTING EvENTS
GoLD WINNER
hbo
hbo
Courteney Monroe
DIGITAL KITChEN
Todd Brandes
CAMpFIRE
phD
Exec. VP-Consumer Mktg.
Dir.-Bus. & Production Strategy
IGNITIoN pRINT
bEMIS bALKIND
TRuE bLooD
ENTERTAINMENT & SpoRTING EvENTS
SILvER WINNER
EA SpoRTS
ELECTRoNIC ARTS
Dana Marineau
Dustin Shekell
DRAFTFCb
Mary FlorCruz
Colin McRae
Tony Vasquez
Isaac Clemens
Alexis Lovett
Jess Davis
Nic Howell
WIEDEN + KENNEDy
Kim Sizemore
ISobAR
Advt. Dir.
Sr. Ad Mgr.
Sr. Acct. Planner
Creative Dir.-Sr. VP
Creative Dir.-Sr. VP
Mgmt. Super.-VP
Sr. Acct. Exec.
Copywriter
Art Dir.
Media Super.
EA SpoRTS ACTIvE pERSoNAL TRAINER
EA had never before had a top-selling video game on the Wii, and
this became the goal. The challenge was to position Active not
as a video game, but as a real fitness product that would appeal
to women. The key insight was that busy moms, the target, craved
but felt guilty taking the time to get in shape. The strategy was
to empower women to take time for themselves and get fit with
Active. This inspired the campaign “I’m Active For,” which highlighted the many varied and personal reasons women work out.
The sales goal was exceeded by 37%. This put Active on the Top 10
selling list of console video games for three consecutive months.
