ENTERTAINMENT & SpoRTING EvENTS
GoLD WINNER
ENTERTAINMENT & SpoRTING EvENTS
SILvER WINNER
ENTERTAINMENT & SpoRTING EvENTS
bRoNZE WINNER
FAShIoN & STyLE
GoLD WINNER
hbo
EA SpoRTS
EA SpoRTS
JCpenney
hbo
Courteney Monroe
DIGITAL KITChEN
Todd Brandes
CAMpFIRE
phD
IGNITIoN pRINT
bEMIS bALKIND
Exec. VP-Consumer Mktg.
Dir.-Bus. & Production Strategy
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
Dana Marineau
Dustin Shekell
hEAT
Warren Cockrel
John Elder
Scott Redick
Anna Rowland
Steve Stone
ISobAR
Chris Gatewood
Aaron Lang
Andrew Schmeling
WIEDEN + KENNEDy
Advt. Dir.
Sr. Advt. Mgr.
Assoc. Creative Dir.
Pres.-CEO,
Dir.-Strategy
Sr. Art Dir.
Chrmn.-Creative Dir.
J.C. pENNEy Co.
Mike Boylson
Ruby Anik
John Ranney
SAATChI & SAATChI
Gerry Graf
Jason Musante
Josh Rubin
Shel Kimen
John Swartz
Exec. VP-CMO
Sr. VP-Dir., Brand Mktg.
Mktg. Dir.-Fine Jewelry
CCO
VP-Creative Dir.
VP-Creative Dir.
Strategic Planner
VP-Integrated Production
Channel Planning Dir.
Sr. Acct. Mgr.
TRuE bLooD
In its first season, HBO’s “True Blood” quickly amassed an
audience of die-hard fans, but for an increasingly ravenous
audience, it wasn’t enough to just witness the world of
“True Blood,” they wanted to be able to walk right into it. For season
two, vampires wouldn’t just be walking among fans; they’d be
deeply integrated into today’s society. It was all about blurring the
line between reality and fiction. HBO seized the momentum of the
first season and delivered an integrated campaign that generated
massive press and industry buzz, but more importantly, it engaged,
provoked and rewarded both die-hard fans and new viewers.
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.
EA SpoRTS’ ThE WIN
EA Sports needed to not only increase market share, it needed to
reinvigorate the entire category of sports gaming. This campaign
tapped into the universal human desire to not only compete but
to win. As a result, genre share increased 25% year-over-year, and
market share increased 14% while the campaign was live.
bEWARE oF ThE DoGhouSE
When JCPenney wanted to get men to buy diamonds for their
women at the holidays, it was important not to resort to using
images of women jumping for joy or giving guys lectures on the
4Cs. Instead, a cautionary tale was woven for men everywhere.
For years, men have referred to being in trouble with their wives as
being “in the doghouse.” It was just a figure of speech, until now.
The doghouse was brought to life in an integrated, multi-platform
campaign that let guys know that no bad gift shall go unpunished.
