platinum Sponsors
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AFRICAN-AMERICAN
GoLD WINNER
united States Marine Corps
(uSMC)
MARINE CoRpS RECRuITING CoMMAND
Eric Lindsay Diversity Advt. Specialist
uNIWoRLD GRoup
Herman Morales
Rebecca Williams
Dora Rivera
Peter Brown
Susanna Tam
Devin Heatley
Chris Cogswell
Ben Marshall
Jacob Williams
MINDShARE
JWT
Sr. VP-Group Acct. Dir.
Sr. VP-Exec. Creative Dir.
Group Planning Dir.
Acct. Dir.
Acct. Super.
Copywriter
Art Dir.
Art Dir.
Producer
REAL TALK
Circumstances combined to create an extremely challenging
recruitment environment for the U.S. Marine Corps among
African-American young men. In a narrative, testimonial
format, active-duty African-American Marines shared real-life
experiences in order to illuminate the positive aspects of life in the
Corps, and “realness” was delivered in a variety of ways through
an integrated marketing communications effort. The approach
included TV, direct mail, events, a calendar and custom viral videos
(webisodes). All objectives were exceeded, and the campaign is
considered a dramatic success.
AGRICuLTuRAL, INDuSTRIAL & buILDING
bRoNZE WINNER
united Technologies
uNITED TEChNoLoGIES
Jennifer Whitlow Dir.-External Comm.
Debbie Sifuentes Mgr.-Advt. & Mktg. Comm.
DDb NEW yoRK
Maria Tender
Emily Viola
Catherine East
Lauren Roberts
Steve Kashtan
Lisa Rettig-Falcone
Dir.-Brand Planning
Sr. Brand Planner
Acct. Dir.
Acct. Super.
Group Creative Dir.
Group Creative Dir.
pRoMEThEuS MEDIA
Laurie McCloskey
Client Comm. Dir.
CRoSS SECTIoN
United Technologies is a $58 billion company that few people
knew about. The goal was to get Wall Street investors to take
notice of this solid diversified industrial in a way that would
inspire them to research, recommend and purchase
United Technologies stock with serious levels of investment. This
campaign appeals to the dormant little boy in the investor by
surrounding him with elaborate and breath-taking cross sections
of the technology, financial success and big cool things that make
up United Technologies.
