RESTAuRANTS — STANDARD
GoLD WINNER
RESTAuRANTS — STANDARD
SILvER WINNER
Jack in the box
burger King
JACK IN ThE box
Terri Graham
Andrea Shuff
Patti Foley
Sr. VP-CMO
Mgr.-Creative Devel.
Dir.-Media & Merch.
SECRET WEApoN MARKETING
Joanne O’Brien Group Acct. Dir.
Jed Firestone Asst. Acct. Exec.
hoRIZoN MEDIA
Barbara Thompson
Michaela Krams
James Fujii
Sr. VP-Mngng. Dir.
Brand Group Dir.
Brand Planning Dir.
JAC CoMMuNICATIoNS
Julie Cordua Founder
ApoLLo INTERACTIvE
Lauren Perley
Acct. Mgr.
buRGER KING
Brian Gies
Claudia Lezcano
Chris Furse
Ivette Alonso
VP-Mktg. Impact
Dir.-Advt.
Mgr.-Advt.
Mgr.-Digital Media
CRISpIN poRTER + boGuSKy
Laura Bowles Part.-Group Acct. Dir.
Mason Reed VP-Acct. Dir.
Blair Jaffe Mgmt. Super.
Aileen Echenique Content Super.
Colin Drummond VP-Dir., Cultural & Bus. Insights
Ashley Alsup Group Dir., Cultural & Bus. Insights
vML
EDELMAN
WhAT WouLD ThE WoRLD bE LIKE WIThou T JACK?
The 15-year-old Jack in the Box ad campaign was seeing declines
in ad awareness, and the brand was suffering from a lack of loyalty
and differentiation. Social media was changing the way consumers
interacted with brands, and there was concern about the Jack
campaign. The company wanted to generate buzz around the
brand, re-engaging customers and communicating that Jack in
the Box offers its entire menu all day. The campaign proved that
Jack is still relevant today and that consumers want to participate
in the brand. Loyalty levels are at an all-time high, and ad aware-
ness returned to levels of earlier years.
WhoppER SACRIFICE
Coupons can cheapen a brand. Essentially, someone is being
paid to consume a product, and the Burger King Superfan knows
this. The chain wanted to reach out to this younger, passionate
fan and distribute free Whopper sandwiches in a way that made
them value the Whopper more, rather than less. This campaign
challenged them to prove their love for the Whopper by openly
sacrificing 10 of their Facebook friends. As the love and loyalty for
the Whopper was put to the test, Facebook acknowledged it had
a serious problem on its hands.
RETAIL
GoLD WINNER
RETAIL
bRoNZE WINNER
Sears
SEARS hoLDINGS CoRp.
Don Hamblen CMO-VP
Robert Raible VP-Integrated Mktg.
Chris Bohrer Dir.-Advt., Bdcst.
Dana Schueller Dir.-Program Devel.
Richard Gerstein CMO
y&R ChICAGo
Jim Reath
Ken Erke
Chris Hunter
Kevin Babcock
Deja Cowser
MpG
DESIGNKITChEN
CMO
Exec. VP-CCO
Sr. VP-Creative Dir.
Dir.-Digital
Acct. Super.
Sherwin-Williams
paint Store Group
ShERWIN-WILLIAMS
Karl Schmitt
Ellen Moreau
Debbie Colberg
Amy Schmidt
VP-Mktg. & Merch.
VP-Mktg. Comm.
Dir.-Retail Comm.
Sr. Media Mgr.
McKINNEy
Denis Budniewski
Jeremy Holden
Ellen Steinberg
Kelly Quinn
Amy Baker
Walt Barron
Sr. VP-Group Acct. Dir.
Part.-Exec. VP, Dir.-Acct. Planning
Part.-Exec. VP-Group Creative Dir.
Acct. Super.
VP-Assoc. Media Dir.
VP-Sr. Acct. Planner
DoN’T JuST Go bACK. ARRIvE.
Sears had experienced 10 years of downward momentum at
back-to-school. To reverse that trend, this campaign embodied
the tween values of collaboration, participation and sharing. The
program reached tweens with the things they value most: music,
celebrity and social media. Within the first two months, negative
trends turned around, and the web site got 1. 6 million hits.
ASK ShERWIN-WILLIAMS
Sherwin-Williams has defined the paint category for 143 years
and is the professional contractors’ paint of choice. Growth would
come from the do-it-yourself segment. Yet despite having 3,300
stores, Sherwin-Williams had achieved negligible penetration in
do-it-yourself compared to big-box operators, Home Depot and
Lowe’s. The challenge was twofold: Get on the radar of do-it-yourself painters, and find a message compelling enough to overcome the price and convenience offered by big-box stores. The
campaign not only grew awareness and consideration but also
sales of premium do-it-yourself paints by 15%.
