MEDIA IDEA
SILvER WINNER
MEDIA INNovATIoN
GoLD

Kellogg’s Frosted Mini-Wheats
Adobe

KELLoGG’S Matt Lindsay Ananta Engineer Yuvraj Arora

Sr. Brand Mgr.

Sr. Mgr.-Mkt. Rsch.

Assoc. Dir.

STARCoM WoRLDWIDE
Frank Cirone Bus. Mgr.
Stephanie Stopulos Digital Super.
Jeff Razniewski Digital Assoc. Media Dir.
Carrie Besler Digital Assoc.
Debra Wang Bus. Assoc.

LEo buRNETT Jill Gray Dan Lewis

Acct. Dir. Copywriter

ADobE SySTEMS

Steve Weeks

Sr. Mgr.-Media Planning

GooDby, SILvERSTEIN & pAR TNERS
Joshua Spanier Dir.-Comm. Strategy
John Thorpe Dir.-Brand Strategy, Assoc. Part.
Johanna Poch Comm. Strategist
Joel Giullian Acct. Mgr.

ESpN

Galen Archibald

Acct. Exec.-Online Sales

FRoSTED MINI-WhEATS: MoM’S hoMERooM After years of Frosted Mini-Wheats “Full and Focused” campaign positioned around success in school for kids, Moms still weren’t buying it. The times had changed, and a different strategy was needed. The plan was to stop talking at Mom and join in on the dialogue she was already having. Pulling together all of her trusted resources, creating a one-stop shop online for all of Mom’s school-related needs, Frosted Mini-Wheats proved that the brand was not only talking the talk, it was Mom’s true partner in helping her kids succeed in school.

ADobE ACRobAT 9 uLTIMATE TouRNEy GuIDE Last year, Adobe released a radically enhanced version of its office software, Acrobat 9 (A9). But after so many earlier versions, how to excite office workers about A9? It was important to show off the product enhancements within content the audience cared about. Using A9 technology, ESPN’s popular NCAA tournament challenge was revamped. Users interfaced directly within A9, turning the product into a new creative medium. Awareness of A9’s features increased, some almost 80%. Downloads of A9 increased by 70%, averaging 16,500 downloads per day and over 230,000 by campaign end.