GooDWoRKS — bRANDS
GoLD WINNER
GooDWoRKS — bRANDS
SILvER WINNER
Ford Motor Co.
SunChips
FoRD Mo ToR Co.
Connie Fontaine
Kimberly McInerney
Brand Content & Alliances Mgr.
Primary Brand Events & Alliances Mgr.
TEAM DETRoIT
Curt Jaksen
Kerry Doyle
Quan Martin
Kristyn Sobier
Randy Ortiz
Jessica Thomey
Samantha Sharp
Sr. VP-Group Acct. Dir.
Sr. VP-Acct. Dir.
VP-Mgmt. Super.
Acct. Super.
Acct. Exec.
Asst. Acct. Exec.
Asst. Acct. Exec.
ThE pARK
ExpoSuRE MARKETING
buDCo
DRIvE oNE 4 uR SChooL
FRITo-LAy NoRTh AMERICA
Gannon Jones VP-Mktg.
Thomas Oh Dir.-Mktg., SunChips
Carrie Walsh Dir.-Mktg., SunChips
Dan Moisan Mktg. Mgr.-Sun Chips
Will Leach Group Mgr.-Strategy & Insights
JuNIpER pARK
Jill Nykoliation
Terry Drummond
Alan Madill
Barry Quinn
Shelly-Ann Scott
oMD
buILDING A pRE-EMINENT GREEN bRAND
GooDWoRKS — bRANDS
bRoNZE WINNER
Starbucks Coffee Co.
STARbuCKS CoFFEE Co.
Holly Rosenfeld Group Mgr.
Alexandra Wheeler Dir.-Online Strategy
Lisa Passé Comm. Mgr.
Terry Davenport Sr. VP-CMO
Chris Bruzzo VP-Online & Content
Molly Webber Advt. Mgr.
bbDo NEW yoRK
Jeffery Mordos
David Lubars
Nick Bartle
bLAST RADIuS
phD MEDIA
COO
Chrmn.-CCO
Exec. VP-Dir., Acct. Planning
Group Acct. Dir.
GooDWoRKS — NoN-pRoFIT
GoLD WINNER
people’s City Mission
pEopLE’S CITy MISSIoN
Pastor Tom Barber Exec. Dir.
Sasha Vodolazkyy Genl. Mgr.-Mission Bean Coffee Co.
Carolyn Douglas Foundation Board Dir.
bAILEy LAuERMAN
Rich Claussen
Carter Weitz
James Strange
Ron Sack
Jim Watson
Erika Balm
Gayle Adams
Exec. VP-Client Service
Pres.-Creative Devel.
Sr. Art Dir.
Sr. Art Dir.
Writer
Project Mgr.
Production Mgr.
STARbuCKS SpARKS
In 2007, Starbucks, the company that had changed the way a
nation thought of, spoke about and drank coffee was facing its
biggest-ever threat. With stalled sales, a falling stock price and a
weakened brand image, Starbucks needed renewed meaning
in a fast-changing world. Using its size for good, Starbucks
stepped up to a role in the community by “sparking” community
action. Three “sparks” were created that resulted in significantly
increased key brand measures and extremely successful
consumer engagement.
GREAT CoFFEE FoR ThE GREATER GooD
People’s City Mission, a non-profit homeless shelter, formed the
Mission Bean Coffee Co., a for-profit entity whose proceeds would
be used to help fund the operations of the Mission. With big dreams
and no budget, this tiny new brand was launched in the face of
aggressive and well-entrenched competitors including Starbucks,
Folgers and Maxwell House. Compelling advertising and design,
built around the promise of buy one bag, feed one homeless
person drove retail grocery sales to exceed goal by 32%, generating
tens of thousands of dollars to feed the homeless.
