SINGLE MEDIA CoMpANy ACTIvATIoN
GoLD WINNER

CNN

CNN MARKETING & oN-AIR pRoMo TIoNS Scot Safon CMO-Exec. VP Andy Mitchell VP-Digital Mktg. Kristine Ellis Petrik Dir. Robert Poulton Creative Dir. Ainsley TeGrotenhuis Dir. Christina Blaisdell Asst. Mgr. Nnedike Ugoji Coord. John Dance Sr. Producer Ned Reid Graphic Designer Jennifer Martin Dir.

RET MEDIA/TuRNER bRoADCASTING CREW CREATIvE CNN.CoM - FACEbooK INAuGuRATIoN CoLLAboRATIoN The Presidential inauguration presented an equally unprecedented opportunity to not only further demonstrate CNN brand leadership as the place for news, but to connect and engage with the brand’s audience, allowing viewers to experience an historic event in an entirely new way. CNN.com’s collaboration with Facebook offered consumers the opportunity to witness the historic event first-hand while also connecting with their friends in real time, which made this not only a momentous occasion but also the largest event in internet history to date.

SINGLE MEDIA CoMpANy ACTIvATIoN
SILvER WINNER

Dove

uNILEvER Jennifer Bremner Shefali Murdia

Mktg. Dir.

Assoc. Brand Mgr.

MINDShARE Cindy Gustafson Tamera Mellish Amanda Newberg Rebecca Taylor

Dir.

Assoc. Dir.

Sr. Assoc.

EDELMAN Theresa McDonnell Alison Dunning

Sr. VP Sr. Acct. Super.

DAvIE bRo WN ENTERTAINMENT

Melissa Fallon VP

oGILvy

Danielle Gontier
Mktg. Dir.

GoSSIp GIRL: REAL NyC SToRIES REvEALED

Dove wanted to raise brand awareness and positive brand association among women in their 20s who juggle all the pressures of their personal and professional lives. Dove put those pressures into a refreshing perspective by pairing up with one of the most buzz-worthy shows on television – “Gossip Girl.” Dove partnered with the CW Network to create a microseries, featuring real women whose lives mirrored the female characters within the show. The program achieved its goal — a more positive association with the brand, and according to initial trackers, women are purchasing.

SMALL buDGETS — pRoDuCTS
GoLD WINNER

Thirteen Reasons Why
(Novel)

pENGuIN Benjamin Schrank Emily Romero

Publisher VP-Mktg.

GREy
Tor Myhren
Don McKinney
Elaine McCormick
Fran Sheff-Mauer
Angela Leali
Nick Childs
Denise Rasberry
Regan Meador

CCO
Exec. Creative Dir.
Creative Dir.-Writer
Creative Dir.-Art Dir.
Acct. Super.
Dir.
Producer
Strategist

ThIR TEEN REASoNS Why vIRAL CAMpAIGN

This book on a difficult subject, teen suicide, had only $50,000 to compete in the competitive young adult books category. So gaining word-of-mouth quickly was essential. This was accomplished by re-creating the mysterious tapes, seeding a video on You Tube and blogs. These started a dialogue and user-generated contents, and teens began creating their own video versions of the story. Within three months, the book was No. 3 on The New York Times bestseller list.

SMALL buDGETS — pRoDuCTS
SILvER WINNER

McAfee

McAFEE

Bob Kennedy

TRIbAL DDb Geoffrey Gougion Mike Casey Jonathan Linder Mandy Whichard

DDb WEST Lisa Bennett Mike Andrews Daniel Mabe Frank Brooks

Mngng. Dir. Dir. -Planning Assoc. Creative Dir. Acct. Exec.

CCO Group Creative Dir.-Art Dir. Copywriter Dir.-Production Group Dir.-Strategy

h*CoMMERCE

Over the years, hacking has grown into a multi-billion dollar industry intent on stealing the identities and assets of anyone online. To help people understand the magnitude of this phenomenon, McAfee gave it a name: “H*Commerce.” The phenomenon was brought to life through a feature-length film that told the real life stories of hackers and their victims. The film was promoted and housed on Stophcommerce.com which included information on how to protect digital life with McAfee products. In three months, brand awareness increased 150%, ultimately redefining a brand and the category.