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Chairperson’s Message

September always makes us nostalgic. Fall. Back to school. Crispy air. Hatch. Again. Time flies in this business, and the busier we get the less we get to see each other. Twitter, Facebook, Instagram have replaced the occasional “get-together” for a drink or to just bitch, complain and catch up. Hatch, though, seems to stay the same. Forces us to get together at least once a year for some real face time. You pretend you don’t care if you win, but then, of course, you do. Gary Greenburg

You always do. Even though it’s a local show, it’s a tough show. We do good work in this town. We got chops. We’re as good or better than the best shops in the country. We’ve kicked serious ass. We want each other to win, because when we do, we are all better for it. Careers are made here. So is money. So are friends. Really good friends. It’s nice to see you all in the flesh. Thanks for being you. And for being here.

Lance Jensen

Peace. Gary and Lance.

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Table of Contents

Hatch Judges........................................................................................................................................................................................6 Best of Show.........................................................................................................................................................................................9 Consumer Magazine Single Page or Smaller Single Entry.............................................................................14 Consumer Magazine Single Page or Smaller Campaign.................................................................................18 Consumer Magazine Spread Single Entry...................................................................................................................24 Consumer Magazine Spread Campaign.......................................................................................................................25 Newspaper Single Entry............................................................................................................................................................26 Newspaper Campaign................................................................................................................................................................31 Business-to-Business Single Entry......................................................................................................................................33 Business-to-Business Campaign..........................................................................................................................................35 Advertising Communications Single Entry..................................................................................................................38 Advertising Communications Campaign......................................................................................................................44 Out-of-Home Single Entry.......................................................................................................................................................48 Out-of-Home Campaign...........................................................................................................................................................52 Public Service Single Entry......................................................................................................................................................63 Public Service Campaign..........................................................................................................................................................70 Direct Response Single Entry................................................................................................................................................72 Direct Response Campaign....................................................................................................................................................73 Advertising for Clients with Media Budget Less Than $20,000 – Single Entry �����������������������������75 Logo..........................................................................................................................................................................................................76 Identity System.................................................................................................................................................................................77 Company Literature Single Entry.......................................................................................................................................82 Annual Reports.................................................................................................................................................................................85 Packaging & Point-of-Purchase Single Entry.............................................................................................................86 Packaging & Point-of-Purchase Campaign.................................................................................................................88 Posters Single Entry......................................................................................................................................................................89 Posters Campaign..........................................................................................................................................................................96 Radio Single Entry.......................................................................................................................................................................106 Radio Campaign...........................................................................................................................................................................107

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Table of Contents

Direct Response Broadcast Single Entry.........................................................................................................................108 Direct Response Broadcast Campaign.............................................................................................................................112 Public Service Broadcast Single Entry...............................................................................................................................114 Public Service Broadcast Campaign...................................................................................................................................118 Television – National.......................................................................................................................................................................121 Television – National Campaign............................................................................................................................................140 Television – Regional......................................................................................................................................................................151 Television – Regional Campaign............................................................................................................................................156 Television – Under $50,000 Production Budget – Single Entry....................................................................163 Best Spot for Superbudget under $15,000 Single – Entry................................................................................165 Best Spot for Superbudget under $15,000 – Campaign....................................................................................167 Online Advertising Single Entry.............................................................................................................................................168 Online Advertising Campaign..................................................................................................................................................169 Rich Media Single Entry................................................................................................................................................................170 Rich Media Campaign....................................................................................................................................................................175 Website: Product/Goods/Service Promotion...............................................................................................................176 Website: Editorial..............................................................................................................................................................................182 Website: Self-Promotion..............................................................................................................................................................183 Website: Non-Profit.........................................................................................................................................................................187 Website: eCommerce.....................................................................................................................................................................197 Website: Social Network/Community................................................................................................................................199 Student Single Entry........................................................................................................................................................................201 Student Campaign............................................................................................................................................................................205 Unconventional Format.................................................................................................................................................................215 Integrated Campaign.....................................................................................................................................................................220 Mobile Single Entry..........................................................................................................................................................................232 Mobile Application Single Entry............................................................................................................................................233 Social Media..........................................................................................................................................................................................235 Experiential.............................................................................................................................................................................................244

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Table of Contents

Personal Branding Single Entry.............................................................................................................................................. 251 Online Video Single Entry........................................................................................................................................................... 253 Online Video Campaign............................................................................................................................................................... 274 Innovative Use of Media Single Entry................................................................................................................................ 304 Innovative Use of Media Campaign.................................................................................................................................... 306 Innovation Award............................................................................................................................................................................... 309 Cause-Related Marketing Single Entry............................................................................................................................. 311 Cause-Related Marketing Campaign................................................................................................................................. 313 Creating a Movement.................................................................................................................................................................... 320 Games Single Entry.......................................................................................................................................................................... 322

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Hatch Judges Carol Henderson

Carol Henderson used to tell everyone that she was the most famous person from Ottumwa, Iowa. That is, until someone pointed out to her that Ottumwa was the birthplace of Radar O’Reilly, a fictional character on the M*A*S*H TV show. Carol’s still the best-known Ottumwan in advertising. In her too-many-years-to-admit-to career, Carol has worked on staff or as a recurring freelancer at many of the better advertising agencies, including Fallon, Carmichael Lynch, GSD&M, Martin | Williams and Barrie D’Rozario Murphy. She’s had to familiarize herself with everything from luxury cars to hog barn heat exchangers (they keep workers in hog barns from dying from breathing methane). A partial list of her national accounts would include BMW, Porsche, Harley-Davidson, Timex, TIME, Jim Beam, Northwest Airlines, A.G. Edwards, Nuveen Investments, Discover Boating, American Humane Association and The Children’s Defense Fund. In addition to being an art director’s art director, Carol is a creative director and a highly sought after new business person. In 1998, Carol moved to Albuquerque, New Mexico, to start McKee Wallwork Henderson, which quickly established itself as a shop of national caliber. Her work at McKee won awards for High Desert Development, Presbyterian Healthcare, State of New Mexico Economic Development, State of New Mexico Department of Health, and Polar Heart Rate Monitors. Tired of the burden of ownership, Carol cashed out of her agency and returned to Minneapolis to be a group creative director at Carmichael Lynch. From 2005–2007 she worked on new business for that shop while running the Discover Boating and A.G. Edwards accounts, as well as frequently filling in on Porsche and Harley-Davidson. Carol just bought her first motorcycle, a red Kawasaki Ninja. Talk to her while you can. Dana Satterwhite

Dana Satterwhite is an independent writer, creative thinker, and entrepreneur. He has worked in the advertising industry for over 15 years. He began his career as an intern at Arnold Worldwide, Boston, in 1994 and went on to create campaigns for clients including McDonald’s, Volkswagen, and State Farm as art director, writer, and creative director. He has held positions at agencies in Boston, New York, and Austin, TX, and has worked contractually for some of the most highly lauded shops in the industry. He holds a bachelor’s in psychology from SUNY Binghamton and has studied at the School of Visual Arts and Emerson College of Communications. Much of his work has garnered international recognition and has been featured in Communication Arts, CREATIVITY magazine, and Lürzer’s Archive. Dana currently resides in Las Vegas, Nevada, with his wife and daughter. He served on the board of the Henderson Art Association for two years and is a member of the Society of Children’s Book Writers and Illustrators. He has recently self-published his first children’s book and is co-founder of the partnership Two Worldwide and owner of the new creative venture Satterworx Industries. Any energy he isn’t putting toward creativity, he’s putting toward spending time with family and friends and positively impacting the world around him, hoping to leave it a more inspired and beautiful place.

Doug Pedersen

Doug is a graduate of the University of Texas in Austin. Though he loved Texas, he hated the heat…and left in search of cooler climates. Thus he spent 9 years in Charlotte, NC, at the highly awarded Loeffler Ketchum Mountjoy. After that, it was on to Crispin Porter + Bogusky in Miami and Carmichael Lynch in Minneapolis (where he currently works). Over the course of his 12+ years in advertising he has had the good fortune to produce advertising campaigns for Volkswagen, Harley-Davidson, Subaru, Outward Bound, Schutt Sports, Redfeather Snowshoes, Burger King, Miller Lite, North Carolina Tourism and a long list of others. Though advertising keeps him pretty busy, Doug still finds time to take in more than his fair share of movies and music and occasionally dabbles in creating his own art.

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Hatch Judges Matt McCain

Matt is a creative director at Wong, Doody, Crandall, Wiener in Seattle. Since joining the agency in 2000, Matt has worked in both their Seattle and Los Angeles offices, producing internationally recognized (and some not-so-much) work for Alaska Airlines, the Los Angeles Dodgers, the Seattle Supersonics and the Washington State Department of Health. Matt lives in an old farmhouse in the sticks where he and his wife raise miniature humans.

Kristina Slade

One of the few people in the industry who actually knew where she was headed at the age of 10, Kristina Slade announced to her grandmother that she wasn’t interested in being a ballerina or a firefighter – she was going to be in advertising. Starting her career as the first female creative in the highly lauded boutique agency CORE, Kristina went to work amid an arsenal of guns and wall murals of Ty Cobb and created a slew of award-winning campaigns her first year for the St. Louis Post-Dispatch, Zebco fishing company, Ford, and Monsanto. After a successful first year, Kristina moved to L.A. for what would become another rarity in the industry – a long-term tenure at one agency: Ground Zero. Ground Zero was an early proponent and pioneer of creating big ideas designed to connect consumers to brands across myriad channels. Kristina spent the next 8 years living up to their ideals and furthering their scope. Her work on Virgin Digital, Beck’s Beer, the Los Angeles Times, California’s Anti-Smoking campaign, Lucy, and Virgin Mobile won her national and international awards and acclaim, and inclusion in The One Show’s showcase on Women In Advertising. And her long history with and award-winning creative for ESPN earned her a place in their Hall of Fame. After 8 fruitful years, Kristina moved on to TBWA\Chiat\Day where she was part of a two-person SWAT team brought in to work on major brands such as Visa, Nissan, and Infiniti, as well as define and launch smaller brands like Procter & Gamble’s Pur and the global consolidation of O’Neill marketing licenses. Becoming more convinced that the potential for stronger relationships between brands and consumers was to be found in emerging technologies, Kristina joined the highly awarded and regarded digital agency AKQA in 2010 as creative director on Target. Within her first 18 months, she has increased the scope, billings, and responsibilities for AKQA on the account, including becoming the strategic lead agency on several campaigns with work in TV, print, events, and social as well as digital media.

Meghan DeRoma

Meghan DeRoma began her career at Leo Burnett Chicago as an assistant in the photography studio working with perfectly iced Pop-Tarts and delicately constructed bowls of Rice Krispies. She worked her way up to associate creative director on accounts like U.S. Army, Hallmark, KraftMaid Cabinetry and Kellogg’s Special K. After a brief stint as a photographer, she returned to advertising at Crispin Porter + Bogusky as associate creative director. She spent the last two and a half years there making and managing work on Old Navy and Bolthouse Farms Baby Carrots. She recently moved to the west side of Los Angeles with her family and is freelancing and teaching her toddler (and let’s be honest, herself) how to surf.

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Hatch Judges Ryan Peck Ryan is an Emmy-winning copywriter who has worked on Citibank, BMW, Porsche, VW, Lee, Travelers, Harley-Davidson, Starbucks, Holiday Inn Express, Timex, The Bahamas, Virgin Mobile and United Airlines. He has won every major advertising award, including Cannes Lions, The One Show, CLIOs and Kellys. His work is included in the permanent collection of the Museum of Modern Art and has been singled out as Adweek’s Campaign of the Year. He has a degree in Film and began his career as a film critic before ruining his life by going into advertising.

Xanthe Hohalek

Xanthe Hohalek is a creative director for Pepsi and Bare Escentuals at TBWA\Chiat\Day in Los Angeles. She also co-runs the Pepsi Max, Diet Pepsi, Throwback and Pepsi Natural businesses. Hohalek has been the leading force behind the Pepsi Refresh Project as well as the recent relaunch of Diet Pepsi with Sofia Vergara and David Beckham. During her 5 years at the agency, she has worked on Playstation, Hillshire Farm, Pennzoil, JBL, WaMu and Visa. Before Chiat, she worked at Ground Zero on ESPN and California’s Anti-Smoking campaign as well as heading up the package design for the launch of Pinky, a hand-blended botanical vodka. She also spent several years at Pixar Animation Studios working on “Finding Nemo” and “The Incredibles.” Her work has been recognized by most major advertising shows including The One Show, ADDYs, CLIOs, Beldings, ANDYs, Communication Arts, Obies and most recently a bronze Cannes Lion, a silver CLIO and a bronze ANDY for the Pepsi Refresh Project.

Dave Damman

Let me start off by saying how odd it feels to refer to yourself in the third person. That having been said, let’s begin. Dave began his career in New York City, working at several small agencies and one huge one called Saatchi & Saatchi. Having had his fill of Broadway shows, he decided to move west. Minneapolis to be exact. Dave landed at Carmichael Lynch, a creative powerhouse in brand-building advertising. While at Carmichael Lynch, he helped strengthen and reestablish such brands as Chris-Craft, Rapala, Harley-Davidson, and Brown-Forman beverages, to name a few. Dave then moved on to Fallon Worldwide. There, he began as an art director and rose to the rank of group creative director, overseeing global brands like Lee Jeans, Timberland, and International Trucks. He was also directly responsible for award-winning, breakthrough work on brands like Holiday Inn Express, United Airlines, BMW, Citibank and Sony. Redefining the category was the norm, and outsmarting the competition rather than outspending them was business as usual. During his off hours, which were few, he was also a founding instructor at the Minneapolis School of Advertising. Teaching truly is the best education. Eventually, Dave was persuaded by his co-worker and longtime friend, Bobby Pearce, to move to Atlanta, where there is never a need for a snowblower. Ever. There, he co-founded his own agency, aptly named Damman Pearce. Why is his name first? He won the thumb-wrestling match. After a rewarding stay in Atlanta, he then returned to Fallon in the role of creative director, during which time he also held the positions of executive creative director and leadership team member, assuming all management responsibilities of Fallon’s creative department. Dave happily rejoined Carmichael Lynch as executive creative director in April of 2011. Along with ECD Randy Hughes and CCO Jim Nelson, he shares the leadership duties of the CL creative department.

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Best of Show

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Best of Show 1 gold title Cab Jam agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino, Jamie Ferreira art directors Tim Vaccarino, Jamie Ferreira copywriter Dave Weist production company Smuggler executive producer Lisa Rich director of broadcast Liza Near broadcast producer Zeke Bowman producer Mark Hankey director Henry-Alex Rubin editorial company ps260 editors JJ Lask, Maury Loeb, Robert Ryang VFX designer Geoff McAuliffe, Dave Waller, Robin Hobart, Jimi Simmons VFX producer Kirsten Andersen music composer Gioachino Rossini music Extreme Music audio post Soundtrack sound engineer Mike Secher (Soundtrack) animator/editor Robin Rhodes

1 (1 of 4)

1 (2 of 4)

1 (3 of 4)

"Cab Jam" Grand Central Station NYC Passenger 1: Hi. Cab driver: Hi. Passenger 1: 23rd and 3rd, please. Cab driver: (slowly) 23rd and 3rd. Cut to passenger 2 entering the cab. Passenger 2: 57th and Madison.

Passenger 5: A little further up would be good.

Cut to next passenger.

Cut to the cab driver responding to a different customer.

Cut to next passenger.

Cab driver: You have a standard amount of legroom, sir. Passenger 6: No, I’m 6’ 3”, I need more legroom. Cab driver: It’s only a short trip. How much space do you need?

Passenger 3: My legs are right here, sir. Passenger 8: Can you move your chair forward? Can you move this forward? Cut to next passenger. Passenger 9: I’ve never gotten into a cab and been treated this way. Cut to next passenger.

Cut to passenger 4 responding to the driver.

Passenger 1: Open the door. Open the door. Cut to next passenger.

Passenger 3: I have to go to Penn Station.

Passenger 4: Do you want to come look at the back? Do you want to see how much legroom there is?

Cab driver: OK.

Cut to next passenger.

The cab driver grunts as he adjusts his seat. The camera pans to passenger 3 as she watches with alarm as her legroom quickly disappears.

Passenger 7: I’m hot, I’m cramped and we haven’t even left yet.

Cab driver: OK. Cut to passenger 3.

Montage of passengers looking nervous/ confused as the cab driver adjusts his seat. Passenger 4: The chair is pushing against my legs.

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1 (4 of 4)

Cab driver: You might be more comfortable if you moved the seat to the upright position. Cut to next passenger. Passenger 6: Can you move the seat up? You’re hurting my legs.

Passenger 2: I can’t do this. I’m sorry. Copy: If you wouldn’t take it on the ground, don’t take it in the air. End card 1: Enjoy the most legroom in coach. Legal: Based on the average fleet-wide seat pitch of the U.S. airlines. End card 2: JetBlue. You Above All.


Best of Show

2 (1 of 4)

2 (3 of 4)

2 (2 of 4)

2 gold title Glass Half Full agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino, Jamie Ferreira art director Tim Vaccarino copywriter Dave Weist production company Smuggler executive producer Lisa Rich director of broadcast Liza Near broadcast producer Zeke Bowman producer Mark Hankey director Henry-Alex Rubin editorial company ps260 editors JJ Lask, Maury Loeb, Robert Ryang VFX designers Geoff McAuliffe, Dave Waller, Robin Hobart, Jimi Simmons, Sean McLean, Peter Bullis, Gina Downing, Brickyard VFX VFX producers Kirsten Andersen, Brickyard VFX music composer Gioachino Rossini music Extreme Music audio post Soundtrack audio mix Mike Secher (Soundtrack) sound engineer Mike Secher (Soundtrack) animator/editor Robyn Rhodes

2 (4 of 4)

"Glass Half Full"

Customer 5: No, no, no. I don’t want that!

Customer 5: No! No! I want the bottle.

Union Square

Customer 5 watches as the street vendor continues to shovel ice into the cup.

Cut to a close-up of customer 4.

Customer 5: No. No. No. What is that? Is that for me?

Cut to a 7th customer standing at the stall.

NYC Vendor: Cold drinks! Hi Customer 1: Hi.

Cut to customers waiting in line.

Customer 4: Not the whole can? Vendor: That is our policy.

Customer 6: What is he doing?

Customer 7: Ha, haha... (Laughs heartily in shock)

Cut to customer 3 again.

Customer 4: Are you kidding me?

Customer 2: A cold Coca-Cola.

Customer 3: Thank you –

Vendor: A cold Coca-Cola.

Vendor: Thank you. Have a good day –

Cut to a close-up shot of the street vendor pouring soda into a small, plastic cup.

Customer 3: Oh it’s not the whole –

Customer 3: I don’t want that! Are – Is something wrong with you? I mean, I’m not hallucinating here –

Vendor: Hi. What can I get you? Cut to customer 2 walking up to the food stand.

Vendor: There we go. Enjoy. Cut to customer 3 breaking from a conversation on her cell phone to address the street vendor. Customer 3: Oh, I don’t need a cup. Cut to a 4th customer. Customer 4: Look, you don’t need to do that. I’ll just take the can. Cut to a close-up shot of a 5th customer watching warily as the vendor shovels ice into a cup.

Vendor: Oh, no, no. If I were to give you this whole can, then there wouldn’t be enough for everybody, would there?

Vendor: Actually, that is our policy. And we appreciate your business.

Customer 3: That’s like really stupid.

Copy: If you wouldn’t take it on the ground, don’t take it in the air.

Cut to the vendor attempting to hand a cup of soda to customer 6.

End card 1: Get the whole can of soda and free unlimited brand-name snacks.

Customer 6: I don’t want it! Can I have the can and a straw?

End card 2: JetBlue. You Above All.

Camera cuts back to customer 5 who continues to reject the cup of soda. Customer 5: No. I didn’t ask for that, man. Vendor: There you go –

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Best of Show 3 gold title The Local agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino, Jamie Ferreira art directors Tim Vaccarino, Jamie Ferreira copywriter Dave Weist production company Smuggler executive producer Lisa Rich director of broadcast Liza Near broadcast producer Zeke Bowman producer Mark Hankey director Henry-Alex Rubin editorial company ps260 editors JJ Lask, Maury Loeb, Robert Ryang sound design studio Soundtrack sound designer Mike Secher VFX designers Geoff McAuliffe, Dave Waller, Robin Hobart, Jimi Simmons, Sean McLean, Peter Bullis, Gina Downing, Brickyard VFX VFX producer Kirsten Andersen Brickyard VFX music composer Gioachino Rossini music Extreme Music audio post Mike Secher (Soundtrack) audio mix Mike Secher (Soundtrack) sound engineer Mike Secher (Soundtrack) animator/editor Robyn Rhodes

3 (1 of 4)

3 (3 of 4)

3 (4 of 4)

"The Local"

Door opens and passengers start to file out.

777 3rd Ave

Passenger 3: I’m gonna take the stairs.

NYC

The attendant leans out of the elevator and calls to the fleeing passengers.

Elevator dings. Scene opens on an attendant watching passengers entering a large elevator. Attendant: You going to 22?

Attendant: You know, the stairs don’t go to the 37th floor. So…

Passenger 1: Yes please.

Passengers file back into the elevator in frustration.

Attendant: And, what floor were you…?

Passenger 3: I gotta be somewhere, dude! This is just crazy – This is insane!

Passenger 2: 37. Attendant: 37…

Attendant: If you got a better idea, then you just let me know –

Cut to a shot of the attendant methodically pressing all the buttons on the panel.

Passenger 3: Yeah. Just don’t press the buttons. Man, I just got to be somewhere.

Passenger 3: Why are all the buttons pressed?

Attendant: Wrong elevator.

Attendant: Oh, sorry. This is not a nonstop elevator. So…

Passenger 3: Yeah! Wrong elevator.

Cut to a wide shot the passengers reacting to the news. Attendant: Yeah, it’s much more cost effective to go on every floor to try to pick people up on the way there. You know? Passenger 3: That doesn’t even make sense, man. I gotta be somewhere, man.

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3 (2 of 4)

Copy: If you wouldn’t take it on the ground, don’t take it in the air. End card 1: Fly nonstop to more destinations. End card 2: JetBlue. You Above All.


Best of Show

4 (1 of 4)

4 (2 of 4)

4 (3 of 4)

4 (4 of 4)

"Transparency"

Dave: Treat others as you’d want to be treated yourself.

Concept: Dave Barger shares a bit of history and the future vision of JetBlue as he passes through airport security. This galvanizes the crewmembers around a very simple notion. If we continue to put customer needs before our own, in everything we do, we can stay competitive and take JetBlue to the next level and beyond. Note: Below is the script broken into beats of action. Beat 1: We open on an establishing shot of T5. Camera pans right and we pick up with Dave Barger as he’s going through the security line. Dave talks directly to camera as he introduces himself. Dave: Hi, I’m Dave Barger, CEO of JetBlue. Dave: There’s been a lot of talk lately over this word – “Transparency.” Dave: It’s become one of those industry buzzwords that everyone throws around liberally to say they have nothing to hide.

4 gold title Transparency agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino, Jamie Ferreira art director Tim Vaccarino copywriter Dave Weist production company Smuggler executive producer Lisa Rich director of broadcast Liza Near broadcast producer Zeke Bowman producer Mark Hankey director Henry-Alex Rubin editorial company ps260 editors JJ Lask, Maury Loeb, Robert Ryang VFX designers Geoff McAuliffe, Dave Waller, Robin Hobart, Jimi Simmons, Sean McLean, Peter Bullis, Gina Downing, Brickyard VFX VFX producers Kirsten Andersen, Brickyard VFX music composer Gioachino Rossini music Extreme Music audio post Soundtrack audio mix Mike Secher (Soundtrack) sound engineer Mike Secher (Soundtrack) animator/editor Robyn Rhodes

(Dave alt: Put their needs above your own in everything you do.) Dave: And always – be open and honest. Beat 3: At this point Dave effortlessly gets onto the conveyor belt and rolls through the security scanner. He doesn’t miss a beat as he talks. The camera rotates around the security scanner to now show Dave being x-rayed. Dave: At JetBlue, that’s been our modus operandi. Dave: And that’s what will take us into the next ten years and beyond. Beat 4: Dave has rolled through the security scanner. We see him come out head first still talking. He then gets up effortlessly, puts on his coat and shoes and finishes his address. Dave: Because there’s no shortage of airlines in this country,

Beat 2: Dave Barger takes off his loafers, belt, wallet and places them in a bin. He continues to speak to camera.

Dave: And there’s no shortage of buzzwords either.

Dave: At JetBlue, we’ve always operated this way – we just call it something different.

Super: Bringing humanity back to air travel one customer at a time.

Dave: We simply call it being human.

Super: You Above All. JetBlue.

Dave: But you can never be too…human.

Dave: Meaning –

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Consumer Magazine Single Page or Smaller Single Entry 1 Bronze title Protect agency Arnold Worldwide client Harley-Davidson Insurance chief creative officer Pete Favat group creative directors David Register, Wade Devers associate creative directors Corey Favier, Todd Mitchell art director Corey Favier copywriter Todd Mitchell designer Chuck Seelye illustrator Stanley Mouse art producer John Paul Doguin business affairs Lisa Mercier, Kim Stevens project manager Lauren Butterworth account planner Laura Semple account service Tom Guerin, Trevor Nardini, Kelley Rogers, Colin Simonds 2 Bronze title Bruins Congrats Ad agency Hill Holliday client John Hancock chief creative officer Lance Jensen creative directors Bob Gates, Mark Nardi art director Bob Gates copywriter Jeff Baxter photographer Christian Kozowyk production manager David Majeau

1

2

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Consumer Magazine Single Page or Smaller Single Entry 3 Bronze title Knot agency KSV | Boston client Island Queen creative director Doug Chapman art director Trey Phillips copywriter Pete Valle designer Daria Perreault photographer Matt Kalinowski retoucher Allan Woolwine 4 Bronze title Minutes agency KSV | Boston client Island Queen creative director Doug Chapman art director Trey Phillips copywriter Pete Valle designer Daria Perreault photographer Matt Kalinowski retoucher Allan Woolwine 5 BRONZE title Half & Half agency KSV | Boston client Island Queen creative director Doug Chapman art director Trey Phillips copywriter Lawrence O’Toole designer Daria Perreault photographer Matt Kalinowski retoucher Allan Woolwine

3

4

5

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Consumer Magazine Single Page or Smaller Single Entry 6 Bronze title See Through agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino creative director Jesse Blatz art director Brian Leech copywriter Allison Rude illustrator Terri Loomer 7 MERIT title Poet agency Allen & Gerritsen client Zildjian chief creative officer Gary Greenberg creative directors Doug Gould, Eivind Ueland art director Ryan Raulie copywriter George Koukkos designers Ryan Raulie, Chris Frezza production Jeff Tully creative manager AnnMarie Sanfilippo 8 MERIT title Only the Free agency Arnold Worldwide client Harley-Davidson Insurance chief creative officer Pete Favat group creative directors David Register, Wade Devers associate creative directors Corey Favier, Todd Mitchell art director Corey Favier copywriter Todd Mitchell designer Chuck Seelye illustrator Stanley Mouse art producer John Paul Doguin business affairs Lisa Mercier, Kim Stevens project manager Lauren Butterworth account planner Laura Semple account service Tom Guerin, Trevor Nardini, Kelley Rogers, Colin Simonds

6

7

16

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Consumer Magazine Single Page or Smaller Single Entry 9 Merit title Seven Continents agency Mullen client Zappos chief creative officer Mark Wenneker group creative directors Jamie Ferreira, Stephen Mietelski associate creative director Jesse Blatz art director Jesse Blatz copywriter Brian Tierney designer Allie Hughes photographer John Holt 10 Merit title Middle Toe agency NAIL client Vibram USA creative directors Brian Gross, Alec Beckett art directors Laura Crigler, Brian Gross copywriters Rodrigo DeLima, Alec Beckett designer Myles Dumas print producer Lizzi Weinberg account executive Jeanette Palmer

9

VIBRAM, FIVEFINGERS, the Octagon Logo, the Yellow Octagon Logo, and the color Canary Yellow are registered trademarks and trademarks of Vibram S.p.A.

This is what 2 million years of evolution thinks about the “technology� in your running shoes.

YouAreTheTechnology.com

10

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Consumer Magazine Single Page or Smaller Campaign 1 silver title Math Teachers/Soccer Moms/ Billing Department agency Arnold Worldwide client Progressive chief creative officer Pete Favat group creative director David Register creative directors Joshua Tetrault, Sean McBride art director Joshua Tetrault copywriter Sean McBride production manager Nikki Geyster art producer Kathy McMann business affairs Lisa Mercier project manager Lauren Butterworth account service Tom Guerin, Trevor Nardini, Kelley Rogers

1 (1 of 3)

1 (2 of 3)

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1 (3 of 3)


Consumer Magazine Single Page or Smaller Campaign 2 SILVER title Fun agency KSV | Boston client Island Queen creative director Doug Chapman art director Trey Phillips copywriters Pete Valle, Lawrence O’Toole designer Daria Perreault photographer Matt Kalinowski retoucher Allan Woolwine

2 (1 of 3)

2 (2 of 3)

2 (3 of 3)

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Consumer Magazine Single Page or Smaller Campaign 3 BRONZE title Pheasant/Marlin/Buck /Bass agency Arnold Worldwide client Progressive chief creative officer Pete Favat group creative director David Register creative directors Joshua Tetrault, Sean McBride art director Jeremy S. Boland copywriter David Register photographer David Emmitte print production managers Nikki Geyster, Julie Powell art producers Kathy McMann, John Paul Doguin business affairs Lisa Mercier project manager Lauren Butterworth account service Tom Guerin, Trevor Nardini, Kelley Rogers

20

3 (1 of 4)

3 (2 of 4)

3 (3 of 4)

3 (4 of 4)


Consumer Magazine Single Page or Smaller Campaign 4 bronze title You Above All agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino art director Jesse Blatz copywriter Dave Weist illustrator Terri Loomer

4

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Consumer Magazine Single Page or Smaller Campaign 5 Merit title Dance Theater/West Bend/Trail agency Hill Holliday client Liberty Mutual chief creative officer Lance Jensen group creative directors Kevin Daley, David Banta art director Kevin Daley copywriter David Banta photographer William Huber production manager Pam Neilson art producer Kate Geskos

5 (1 of 3)

5 (2 of 3)

22

5 (3 of 3)


Consumer Magazine Single Page or Smaller Campaign 6 Merit title Dear Santa agency Mullen client Zappos chief creative officer Mark Wenneker group creative directors Jamie Ferreira, Stephen Mietelski associate creative director Jesse Blatz art director Jesse Blatz copywriter Brian Tierney designer Allie Hughes illustrator Terri Loomer photographer John Holt

6 (1 of 3)

6 (2 of 3)

6 (3 of 3)

23


Consumer Magazine Spread Single Entry 1 merit title Angst agency Allen & Gerritsen client Zildjian chief creative officer Gary Greenberg creative directors Doug Gould, Eivind Ueland art director Ryan Raulie copywriters George Koukkos, Eivind Ueland designers Ryan Raulie, Chris Frezza photographer Ton-Chan production Jeff Tully 2 merit title Venue agency Allen & Gerritsen client Zildjian chief creative officer Gary Greenberg creative directors Doug Gould, Eivind Ueland art director Ryan Raulie copywriter George Koukkos designers Ryan Raulie, Chris Frezza photographer Chris Frezza production Jeff Tully 3 merit title Bronzed agency Allen & Gerritsen client Zildjian chief creative officer Gary Greenberg creative directors Doug Gould, Eivind Ueland art director Ryan Raulie copywriter George Koukkos designers Ryan Raulie, Chris Frezza photographer Chris Frezza production Jeff Tully

1

2

3

24


Consumer Magazine Spread Campaign 1 bronze title Genuine You agency Allen & Gerritsen client Zildjian chief creative officer Gary Greenberg creative directors Doug Gould, Eivind Ueland art director Ryan Raulie copywriter George Koukkos designers Ryan Raulie, Chris Frezza photographers Eivind Ueland, Ton-Chan production Jeff Tully

1 (1 of 3)

1 (2 of 3)

1 (3 of 3)

25


Newspaper Single Entry 1 silver title 365 agency Arnold Worldwide client Jack Daniel’s chief creative officer Pete Favat group creative director Wade Devers art director Travis Robertson copywriter Bryan Karr illustrator YeeHaw Industries Letterpress production manager Jim Spadafora art producer Andrea Ricker business affairs Lisa Mercier project manager Lauren Butterworth planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Nate Stewart, Shannon Coletti 2 silver title 56 Men agency Arnold Worldwide client Jack Daniel’s chief creative officer Pete Favat group creative director Wade Devers art director Travis Robertson copywriters Bryan Karr, Chad Leitz illustrator YeeHaw Industries Letterpress production manager Jim Spadafora art producer Andrea Ricker business affairs Lisa Mercier project manager Lauren Butterworth planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Nate Stewart, Shannon Coletti

1

2

26


Newspaper Single Entry 3 silver title Dee-Jay agency KSV | Boston client WMBR Radio creative director Doug Chapman art director Trey Phillips copywriter Pete Valle designer Daria Perreault 4 silver title Perfect agency KSV | Boston client WMBR Radio creative director Doug Chapman art director Trey Phillips copywriter Pete Valle designer Daria Perreault

3

4

27


Newspaper Single Entry 5 bronze title Silences agency Brand Content client Boston Breakers chief creative officer Doug Gladstone executive creative director Tom Kelly art director Jim Bizier copywriter Tom Kelly photographer Michael Prince 6 bronze title Texts agency Brand Content client Boston Breakers chief creative officer Doug Gladstone executive creative director Tom Kelly art director Jim Bizier copywriter Tom Kelly photographer Michael Prince

5

6

28


Newspaper Single Entry 7 bronze title Football Gods agency Conover Tuttle Pace client The Boston Red Sox executive creative director Grant Pace creative directors Jay Courtney, Mark Bappe art directors Susan Schneider, Mark Bappe copywriters Jeff Marois, Jay Courtney, Grant Pace, Grady Winch photographer Getty 8 bronze title Double Vision agency KSV | Boston client WMBR Radio creative director Doug Chapman art director Trey Phillips copywriter Pete Valle designer Daria Perreault 9 bronze title NESN Lou agency MMB client NESN chief creative officers Jerry Cronin, Jamie Mambro, Fred Bertino executive creative directors Jerry Cronin, Jamie Mambro, Fred Bertino group creative directors Jerry Cronin, Jamie Mambro, Fred Bertino creative director Jerry Cronin associate creative director Jerry Cronin art director Liz Albrecht copywriters Jerry Cronin, George Goetz designer Liz Albrecht account executive Jon Greeley print production Chrissy Mussari

7

8 9

29


Newspaper Single Entry 10 Merit title College agency Brand Content client Boston Breakers chief creative officer Doug Gladstone executive creative director Tom Kelly art director Jim Bizier copywriter Tom Kelly photographer Michael Prince 11 Merit title Yoouuk agency Conover Tuttle Pace client The Boston Red Sox executive creative director Grant Pace creative directors Jay Courtney, Mark Bappe art directors Susan Schneider, Mark Bappe copywriters Jeff Marois, Jay Courtney, Grant Pace photographer Getty 12 Merit title Go to Jersey without the Drama agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino art directors Scott Slagsvol, Emily Moore copywriter Gabriel Ferrer illustrator Terri Loomer

10

11

30

12


Newspaper Campaign 1 silver title Daughters agency Brand Content client Boston Breakers chief creative officer Doug Gladstone executive creative director Tom Kelly art director Jim Bizier copywriter Tom Kelly photographer Michael Prince

1 (1 of 4)

1 (2 of 4)

1 (3 of 4)

1 (4 of 4)

31


Newspaper Campaign 2 silver title Songs agency KSV | Boston client WMBR Radio creative director Doug Chapman art director Trey Phillips copywriter Pete Valle designer Daria Perreault

2 (1 of 3)

2 (2 of 3)

2 (3 of 3)

32


Business-to-Business Single Entry 1 silver title Guards agency Brand Content client Blue Seal chief creative officer Doug Gladstone executive creative director Tom Kelly creative director Darryl Jelley art directors Jim Bizier, Darryl Jelley copywriter Tom Kelly photographer Tibor Nemeth

1

2 silver title Lasers agency Brand Content client Blue Seal chief creative officer Doug Gladstone executive creative director Tom Kelly creative director Darryl Jelley art directors Jim Bizier, Darryl Jelley copywriter Tom Kelly photographer Tibor Nemeth 3 silver title Security agency Brand Content client Blue Seal chief creative officer Doug Gladstone executive creative director Tom Kelly creative director Darryl Jelley art directors Jim Bizier, Darryl Jelley copywriter Tom Kelly photographer Tibor Nemeth

2

4 silver title Motorcade agency Brand Content client Blue Seal chief creative officer Doug Gladstone executive creative director Tom Kelly creative director Darryl Jelley art directors Jim Bizier, Darryl Jelley copywriter Tom Kelly photographer Tibor Nemeth

3

4

33


Business-to-Business Single Entry 5 silver title Hutch agency Allen & Gerritsen client Windsor Woodworking chief creative officer Gary Greenberg creative directors Doug Gould, Eivind Ueland art director Matt Kiley copywriter Adam Cote 6 silver title Cabinets agency Allen & Gerritsen client Windsor Woodworking chief creative officer Gary Greenberg creative directors Doug Gould, Eivind Ueland art director Matt Kiley copywriter Adam Cote 7 silver title Counter Space agency Allen & Gerritsen client Windsor Woodworking chief creative officer Gary Greenberg creative directors Doug Gould, Eivind Ueland art director Matt Kiley copywriter Adam Cote

5

6

34

7


Business-to-Business Campaign 1 silver title Blue Seal agency Brand Content client Blue Seal chief creative officer Doug Gladstone executive creative director Tom Kelly creative director Darryl Jelley art directors Jim Bizier, Darryl Jelley copywriter Tom Kelly photographer Tibor Nemeth

1 (1 of 4)

1 (2 of 4)

1 (3 of 4)

1 (4 of 4)

35


Business-to-Business Campaign 2 silver title Beautiful kitchens. Simplified. agency Allen & Gerritsen client Windsor Woodworking chief creative officer Gary Greenberg creative directors Doug Gould, Eivind Ueland art director Matt Kiley copywriter Adam Cote research & development Dave Boyd

36

2 (1 of 4)

2 (2 of 4)

2 (3 of 4)

2 (4 of 4)


Business-to-Business Campaign 3 BRONZE title Serious Work agency Keiler & Company client Stanley-Proto chief creative officer Mel Maffei executive creative director Gini Kramer creative directors Paul Emery, Sean Benton associate creative director Paul Emery art director Paul Emery copywriter Sean Benton photographer Aaron Kotowski production manager Jeanne Pichette account executive Kim Prauda account manager Maggie McDonald

3 (1 of 3)

3 (2 of 3)

4 merit title Novell Vibe Social Getworking agency PJA Advertising + Marketing client Novell Inc. executive creative director Aaron DaSilva creative director Dave Sandstedt associate creative director Brian Bernier art director Doug Parrish copywriter Dave Sandstedt production company Bluefire Productions executive producer Noah Lydiard associate producer Emmanuel Ording director Noah Lydiard editor Emmanuel Ording sound designer Noah Lydiard VFX designer Noah Lydiard VFX producer Noah Lydiard music composer Noah Lydiard casting Noah Lydiard audio engineer Noah Lydiard audio post Noah Lydiard, Emmanuel Ording audio mix Noah Lydiard recording engineer Noah Lydiard sound engineer Noah Lydiard director digital production Evan McDaniel information architecture Matt Magee digital information architect Matt Magee developers/software engineers Evan McDaniel, Jeremiah O’Connor project manager Margie Ahnell interactive studio manager Adam Proia interactive producer Doug Reynolds user experience Matt Magee campaign strategist Matt Magee account executive Amanda Bird account director Janet Carlisile research & development Hugh Kennedy, Mara Buta

3 (3 of 3)

4

37


Advertising Communications Single Entry 1 silver title The Overworked agency Arnold Worldwide client Arnold Worldwide chief creative officer Pete Favat group creative director Wade Devers associate creative directors Chuck Seelye, Greg Almeida art director Chuck Seelye copywriter Greg Almeida designer Chuck Seelye production manager Diane Brito business affairs Lisa Mercier project manager Erica Kreuger 2 silver title The Exodus agency Arnold Worldwide client Arnold Worldwide chief creative officer Pete Favat group creative director Wade Devers associate creative directors Chuck Seelye, Greg Almeida art director Chuck Seelye copywriter Greg Almeida designer Chuck Seelye production manager Diane Brito business affairs Lisa Mercier project manager Erica Kreuger 3 silver title The Underappreciated agency Arnold Worldwide client Arnold Worldwide chief creative officer Pete Favat group creative director Wade Devers associate creative directors Chuck Seelye, Greg Almeida art director Chuck Seelye copywriter Greg Almeida designer Chuck Seelye production manager Diane Brito business affairs Lisa Mercier project manager Erica Kreuger

2

38

1

3


Advertising Communications Single Entry 4 bronze title Help Wanted agency Arnold Worldwide client Arnold Worldwide chief creative officer Pete Favat group creative director Wade Devers associate creative directors Chuck Seelye, Greg Almeida art director Chuck Seelye copywriter Greg Almeida designer Chuck Seelye production manager Diane Brito business affairs Lisa Mercier project manager Erica Kreuger 5 bronze title The Blind Eye agency Arnold Worldwide client Arnold Worldwide chief creative officer Pete Favat group creative director Wade Devers associate creative directors Chuck Seelye, Greg Almeida art director Chuck Seelye copywriter Greg Almeida designer Chuck Seelye production manager Diane Brito business affairs Lisa Mercier project manager Erica Kreuger

4

5

39


Advertising Communications Single Entry 6 bronze title Full Contact Moving Announcement agency Full Contact Advertising client Full Contact Advertising creative directors Marty Donohue, Tim Foley art director Tim A. Jacques copywriter Chris Milne 7 bronze title John Hancock/Jack Hall of Fame Ad agency Hill Holliday client Hill Holliday chief creative officer Lance Jensen creative directors David Gardiner, Mark Nardi art directors David Gardiner, James Adame copywriter Mark Nardi designer James Adame production manager Michael Schilling

6

7

40


Advertising Communications Single Entry 8 BRONZE title Lips agency Mullen client Mullen chief creative officer Mark Wenneker group creative director Kevin Grady designer Tim Young 9 BRONZE title Legs agency Mullen client Mullen chief creative officer Mark Wenneker group creative director Kevin Grady designer Tim Young 10 BRONZE title You are a Freak agency NAIL client NAIL creative directors Alec Beckett, Brian Gross art director Brian Gross copywriter Alec Beckett

8

You are a freak.

I mean, look at you: reading an ad—in a newspaper no less. Seriously, who does that? You’re even reading this tiny, boring body copy. Nobody reads copy. People hate advertising and go out of their way to avoid it. So clearly there is something seriously wrong with you. Or maybe, just maybe, some ads are creative enough to earn the attention of people who aren’t freaks. Like you. www.nail.cc/GoodIsBad

9

10

41


Advertising Communications Single Entry 11 merit title Hatch Award Ad agency Digitas client Digitas group creative director Rob Rizzo creative director Doris Chung associate creative director Joe Palmer art director Julie Halloran copywriter James Hough 12 merit title 50th Anniversary Hatch Ad agency Hill Holliday client John Hancock chief creative officer Kevin Moehlenkamp creative director Doug Gould associate creative director Craig Johnson art director Doug Gould copywriter Craig Johnson production manager David Majeau account executive Mike Burns

11

13 merit title Jack Hall of Fame Ad agency Hill Holliday client Liberty Mutual chief creative officer Lance Jensen group creative directors Kevin Daley, David Banta art director Kevin Daley copywriter David Banta photographer William Huber production manager Pam Neilson art producer Kate Geskos

12

13

42


Advertising Communications Single Entry 14 merit title Party Dress agency Mullen client Mullen chief creative officer Mark Wenneker group creative director Kevin Grady designer Tim Young 15 merit title Big Sister Association Logo agency PARTNERS+simons client PARTNERS+simons chief creative officer Tom Simons creative director Bruce Patteson art director Marie Rockett copywriter Bruce Patteson designer Marie Rockett print producer Kristen Falcon

14

15

43


Advertising Communications Campaign 1 silver title The Underappreciated/The Overworked/ The Exodus/The Blind Eye agency Arnold Worldwide client Arnold Worldwide chief creative officer Pete Favat group creative director Wade Devers associate creative directors Chuck Seelye, Greg Almeida art director Chuck Seelye copywriter Greg Almeida designer Chuck Seelye production manager Diane Brito business affairs Lisa Mercier project manager Erica Kreuger

44

1 (1 of 4)

1 (2 of 4)

1 (3 of 4)

1 (4 of 4)


Advertising Communications Campaign 2 BRONZE title TV Next Hill Holliday Event agency Hill Holliday client Hill Holliday chief creative officer Lance Jensen art director James Adame designer Wes Dorsainvil illustrators James Adame, Wes Dorsainvil strategists Mike Proulx, DJ Capobianco programmer Fred LeBlanc installation Jim Ricciardi, Matt LaBarge, Mark Wilkie

2 (1 of 5)

2 (2 of 5)

2 (4 of 5)

Motion keyframes

Event posters

Event URL/HTML 5 http://tvnext.hhcc.com

2 (3 of 5)

2 (5 of 5)

Teaser poster

3D Cut and manufactured display

45


Advertising Communications Campaign 3 BRONZE title Rue La La Login Page agency Rue La La client Rue La La chief creative officer Amy Van Aarle executive creative director Amy Van Aarle group creative director Amy Van Aarle creative director Amy Van Aarle associate creative director Amy Van Aarle art directors Josh Dalsimer, Tarah Sutton copywriters Rachel Solomon, Kate Martel designer KC Lee photographer Joshua Dalsimer retoucher Saddington Baynes production company The New Cruelty developer/software engineer Jason Aslakson

3 (1 of 5)

46

3 (2 of 5)

3 (3 of 5)

3 (4 of 5)

3 (5 of 5)


Advertising Communications Campaign 4 merit title Mullen Rouge agency Mullen client Mullen chief creative officer Mark Wenneker group creative director Kevin Grady designer Tim Young

4 (1 of 3)

4 (2 of 3)

4 (3 of 3)

47


Out-of-Home Single Entry 1 gold title London Underground agency Arnold Worldwide client Jack Daniel’s chief creative officer Pete Favat group creative director Wade Devers art director Wade Devers copywriters Wade Devers, Wade Paschal, Chad Leitz, Ryan Dean Waite, Paul Shearer photographer John Huet production manager Jim Spadafora business affairs Lisa Mercier project manager Lauren Butterworth planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, David Anyetei, Nate Stewart

1 (1 of 2)

1 (2 of 2)

48


Out-of-Home Single Entry 2 silver title Ancient Civilization agency Arnold Worldwide client Carnival chief creative officer Pete Favat executive creative director Roger Baldacci creative directors Rob Kottkamp, Tom Morhous art director Travis Robertson copywriter Chris Jacobs production manager Julie Powell art producer Amy Shaw business affairs Lisa Mercier, Jen Wrentmore project manager Lindsey Gold account service Stephanie Evans-Greene, Merek Lee, Laura McWhorter, Allie Miller 3 silver title Love Yourself: Nick agency Arnold Worldwide client Self Chec chief creative officer Pete Favat executive creative director Roger Baldacci art director Chuck Seelye copywriter Carolyn Zigmund photographer Guido Vitti production manager Diane Brito art producers Andrea Ricker, Sarah Doggett business affairs Lisa Mercier project manager Madeline Groman account service Barb Reilly, Victoria Shonkoff 4 silver title Love Yourself: Aisha agency Arnold Worldwide client Self Chec chief creative officer Pete Favat executive creative director Roger Baldacci art director Chuck Seelye copywriter Carolyn Zigmund photographer Guido Vitti production manager Diane Brito art producers Andrea Ricker, Sarah Doggett business affairs Lisa Mercier project manager Madeline Groman account service Barb Reilly, Victoria Shonkoff

2

These ads were created to get people’s attention. And for a good reason. Over 550,000 lives could be saved each year from cancer through early detection. So we’re just doing our little part to make it cool to check yourself.

3

4

49


Out-of-Home Single Entry These ads were created to get people’s attention. And for a good reason. Over 550,000 lives could be saved each year from cancer through early detection. So we’re just doing our little part to make it cool to check yourself.

5 silver title Love Yourself: Leon agency Arnold Worldwide client Self Chec chief creative officer Pete Favat executive creative director Roger Baldacci art director Chuck Seelye copywriter Carolyn Zigmund photographer Guido Vitti production manager Diane Brito art producers Andrea Ricker, Sarah Doggett business affairs Lisa Mercier project manager Madeline Groman account service Barb Reilly, Victoria Shonkoff 6 silver title Love Yourself: Anelisa agency Arnold Worldwide client Self Chec chief creative officer Pete Favat executive creative director Roger Baldacci art director Chuck Seelye copywriter Carolyn Zigmund photographer Guido Vitti production manager Diane Brito art producers Andrea Ricker, Sarah Doggett business affairs Lisa Mercier project manager Madeline Groman account service Barb Reilly, Victoria Shonkoff 7 bronze title Drink Me agency Arnold Worldwide client McDonald’s chief creative officer Pete Favat group creative director Chris Edwards creative directors Mary Rich, Pete Shamon art director Emi Morita copywriter Roger Fish illustrators Williams & Partners, Alice Blue production manager Wendy Donnelly art producer John Paul Doguin business affairs Lisa Mercier project manager Jen Dodds account service Catherine Ellefson, Jodi Budda

7 (1 of 2)

50

5

6

7 (2 of 2)


Out-of-Home Single Entry 8 merit title “The After After After Party” agency Arnold Worldwide client McDonald’s chief creative officer Pete Favat executive creative director Roger Baldacci group creative director Chris Edwards creative directors Mary Rich, Pete Shamon art director Joe Krikava copywriters Roger Fish, Paul Guidry photographer Heath Robbins photographer’s assistant Jason Zucco production Jenna Teeson food stylists Todd Dressel, Maria Sacasa print producer Wendy Donnelly production assistant Emily Knudsen project manager Brian Fitzgerald art buyer John Paul Dougin 8 9 merit title Gun Show agency Mullen client Planet Fitness chief creative officer Mark Wenneker creative director Brian Tierney art director Ramzi Sarieddine copywriter Gabriel Ferrer

9

10 merit title Count to Six agency Mullen client Planet Fitness chief creative officer Mark Wenneker creative director Brian Tierney art director Ramzi Sarieddine copywriter Gabriel Ferrer 11 merit title Bicep agency Mullen client Planet Fitness chief creative officer Mark Wenneker creative director Brian Tierney art director Ramzi Sarieddine copywriter Gabriel Ferrer

10

11

51


Out-of-Home Campaign 1 gold title See Something, Say Something agency Nardi Creative client MBTA Transit Police chief creative officer Mark Nardi creative directors Mark Nardi, Bob Gates art director Bob Gates copywriter Mark Nardi photographer Gary Land retoucher GLP Productions production GLP Productions

1 (1 of 4)

1 (2 of 4)

52


Out-of-Home Campaign

1 (3 of 4)

1 (4 of 4)

53


Out-of-Home Campaign 2 silver title Dylan/Jagger/Ramones agency Arnold Worldwide client Brooks Museum chief creative officer Pete Favat group creative director David Register art directors Chuck Seelye, Tim Mahoney copywriter Brian Hayes photographers Ian Dickson, Barry Feinstein, Michael Putland

2 (1 of 3)

2 ( of 3)

54

2 (3 of 3)


Out-of-Home Campaign 3 silver title Love Yourself: Aisha/Leon/ Anelisa/Nick agency Arnold Worldwide client Self Chec chief creative officer Pete Favat executive creative director Roger Baldacci art director Chuck Seelye copywriter Carolyn Zigmund photographer Guido Vitti production manager Diane Brito art producers Andrea Ricker, Sarah Doggett business affairs Lisa Mercier project manager Madeline Groman account service Barb Reilly, Victoria Shonkoff

3 (1 of 4)

3 (2 of 4)

3 (3 of 4)

3 (4 of 4)

55


Out-of-Home Campaign 4 silver title You Above All agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino, Jamie Ferreira art directors Jesse Blatz, Brian Leech, Tim Vaccarino, Jamie Ferreira, Scott Slagsvol copywriters Dave Weist, Allison Rude, Elena Romeu, Peter Hughes

4 (1 of 5)

56

4 (2 of 5)

4 (3 of 5)

4 (4 of 5)

4 (5 of 5)


Out-of-Home Campaign 5 silver title You Above All 2 agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino art directors Jesse Blatz, Brian Leech, Tim Vaccarino copywriters Dave Weist, Allison Rude, Adam Hook, Peter Hughes

5 (1 of 5)

5 (2 of 5)

5 (3 of 5)

5 (5 of 5)

5 (4 of 5)

57


Out-of-Home Campaign 6 bronze title Waterfall/Liquid Earth/ Ancient Civilization agency Arnold Worldwide client Carnival chief creative officer Pete Favat executive creative director Roger Baldacci creative directors Rob Kottkamp, Tom Morhous art director Travis Robertson copywriter Chris Jacobs production manager Julie Powell art producer Amy Shaw business affairs Lisa Mercier, Jen Wrentmore project manager Lindsey Gold account service Stephanie Evans-Greene, Merek Lee, Laura McWhorter, Allie Miller

6 (1 of 3)

6 (2 of 3)

6 (3 of 3)

58


Out-of-Home Campaign 7 bronze title Trail/Little League/Cafeteria agency Hill Holliday client Liberty Mutual chief creative officer Lance Jensen group creative directors Kevin Daley, David Banta art director Kevin Daley copywriter David Banta photographer William Huber production manager Pam Neilson art producer Kate Geskos 8 BRONZE title TD Garden Takeover agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino associate creative director Jesse Blatz art director Jesse Blatz copywriters Dave Weist, Allison Rude, Elena Romeu illustrator Terri Loomer photographer Bethany Acheson

7 (1 of 3)

7 (2 of 3)

7 (3 of 3)

8 (1 of 5)

8 (2 of 5)

59


Out-of-Home Campaign

9 BRONZE title South Station Domination agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino art directors Brian Leech, Scott Slagsvol copywriters Allison Rude, Nick Olish, Gabriel Ferrer illustrator Terri Loomer photographer Kara Kochalko

8 (3 of 5)

8 (4 of 5)

8 (5 of 5)

9 (1 of 5)

60

9 (2 of 5)

9 (3 of 5)

9 (4 of 5)

9 (5 of 5)


Out-of-Home Campaign 10 BRONZE title Not Your Planet agency Mullen client Planet Fitness chief creative officer Mark Wenneker creative director Brian Tierney art director Ramzi Sarieddine copywriter Gabriel Ferrer

10 (1 of 3)

10 (2 of 3)

10 (3 of 3)

61


Out-of-Home Campaign 11 merit title Reservation Bar agency Full Contact Advertising client Zipcar creative directors Marty Donohue, Tim Foley art director Kevin Barlow copywriters Chris Milne, Marty Donohue, Mandy Donovan photographers Christian Kozowyk, David Aaron Troy retoucher Emily Scalici production managers Amy Rappeport, Jonathan Braun account executive Kay Miller

11 (1 of 4)

11 (2 of 4)

11 (4 of 4)

62

11 (3 of 4)


Public Service Single Entry 1 silver title Love Yourself: Leon agency Arnold Worldwide client Self Chec chief creative officer Pete Favat executive creative director Roger Baldacci art director Chuck Seelye copywriter Carolyn Zigmund photographer Guido Vitti production manager Diane Brito art producers Andrea Ricker, Sarah Doggett business affairs Lisa Mercier project manager Madeline Groman account service Barb Reilly, Victoria Shonkoff

1

2

2 silver title Love Yourself: Aisha agency Arnold Worldwide client Self Chec chief creative officer Pete Favat executive creative director Roger Baldacci art director Chuck Seelye copywriter Carolyn Zigmund photographer Guido Vitti production manager Diane Brito art producers Andrea Ricker, Sarah Doggett business affairs Lisa Mercier project manager Madeline Groman account service Barb Reilly, Victoria Shonkoff

3 silver title Love Yourself: Anelisa agency Arnold Worldwide client Self Chec chief creative officer Pete Favat executive creative director Roger Baldacci art director Chuck Seelye copywriter Carolyn Zigmund photographer Guido Vitti production manager Diane Brito art producers Andrea Ricker, Sarah Doggett business affairs Lisa Mercier project manager Madeline Groman account service Barb Reilly, Victoria Shonkoff

3

4

4 silver title Love Yourself: Nick agency Arnold Worldwide client Self Chec chief creative officer Pete Favat executive creative director Roger Baldacci art director Chuck Seelye copywriter Carolyn Zigmund photographer Guido Vitti production manager Diane Brito art producers Andrea Ricker, Sarah Doggett business affairs Lisa Mercier project manager Madeline Groman account service Barb Reilly, Victoria Shonkoff

63


Public Service Single Entry 5 SILVER title Hope agency Arnold Worldwide client City Year chief creative officer Pete Favat executive creative director Roger Baldacci creative director Wade Devers associate creative director Brian Hayes art director Tim Mahoney copywriter Brian Hayes photographer Gary Land retoucher Alice Blue art producer Kathy McMann business affairs Lisa Mercier account planner Neela Pal account service Barb Reilly, Victoria Shonkoff, Chris Ferko

6 SILVER title Mentor agency Arnold Worldwide client City Year chief creative officer Pete Favat executive creative director Roger Baldacci creative director Wade Devers associate creative director Brian Hayes art director Tim Mahoney copywriter Ryan Dean Waite, Brian Hayes photographer Gary Land retoucher Alice Blue art producer Kathy McMann business affairs Lisa Mercier account planner Neela Pal account service Barb Reilly, Victoria Shonkoff, Chris Ferko

5

7 SILVER title K-9 Sounds Radio agency Hill Holliday client Massachusetts Vest-A-Dog chief creative officer Kevin Moehlenkamp group creative directors David Gardiner, Joe Berkeley copywriters David Gardiner, Joe Berkeley broadcast producer Jim Buckley recording studio Soundtrack Boston, Bubble/Hill Holliday recording engineers David Sicilian, Joel Walker K-9 handler Lieutenant Tom Coty account planner Scott Simpson

6

7 "K-9 Sounds" VO: Imagine I am a dog. Not just any dog. I’m a German Shepherd who just finished a 560-hour training program to become a certified Police K-9. This is the sound I make when I want to warn my human handler of danger. K-9 SFX: ALARM BARKING VO: This is the sound I make when I’m frustrated. K-9 SFX: SPIRITED YELPING VO: This is the sound I make when I locate a suspect. K-9 SFX: ATTACK BARKING VO: And this is the sound I make when I want a bulletproof vest. K-9 SFX: SPIRITED WHINING VO: I am trained to sacrifice my life to protect yours. The one thing I can’t do is buy my own bulletproof vest. I need your help. Donate at Mass Vest-A-Dog dot org. That’s M-A Vest-A-Dog dot org. K-9 SFX: SPIRITED WHINING VO: Please, don’t make me beg.

64


Public Service Single Entry 8 silver title Whoever agency Hill Holliday client Boston Police Department chief creative officer Lance Jensen group creative directors David Gardiner, Joe Berkeley art director Jude Senese copywriter Mike Heid photographer Jared Leeds production manager David Majeau art buyer Chelsea Gold 9 silver title Superheroes agency Hill Holliday client Boston Police Department chief creative officer Lance Jensen group creative directors David Gardiner, Joe Berkeley art director Jude Senese copywriter Mike Heid photographer Jared Leeds production manager David Majeau art buyer Chelsea Gold

8

10 (1 of 2)

9

10 silver title Divided by Nature, United by Design agency Interfaceless client Tsunami Relief Poster Project: Red Cross art director Chad Portas copywriter Chad Portas

10 (2 of 2)

65


Public Service Single Entry 11 silver title Taste Test 30 agency NAIL client Ohio Foodbank creative directors Brian Gross, Alec Beckett art directors Brian Gross, Laura Crigler copywriter Alec Beckett production company Beef Films executive producer Ashley Adams director Danny Trachtenberg editorial company Chop House editor Jaime Arze 11 (1 of 4)

11 (2 of 4)

11 (3 of 4)

11 (4 of 4)

"Taste Test 30" Man #1: I just want to let you know that we’re hosting a taste testing upstairs. Man #2: I’m gonna ask you a couple questions. What’s your favorite food? Woman #1: Indian food. Man #3: Spaghetti and meatballs. Woman #2: Sushi. Man #4: Pepperoni pizza. Man #2: Well, this is something that a lot of Ohioans eat every day. Girl: Nothing? Woman #3: Wow. Man #2: Were you aware of that?

66


Public Service Single Entry 12 silver title Taste Test 15 agency NAIL client Ohio Foodbank creative directors Brian Gross, Alec Beckett art directors Brian Gross, Laura Crigler copywriter Alec Beckett production company Beef Films executive producer Ashley Adams director Danny Trachtenberg editorial company Chop House editor Jaime Arze 12 (1 of 4)

12 (2 of 4)

12 (3 of 4)

12 (4 of 4)

"Taste Test 15" Man #1: Well, this is something that a lot of Ohioans eat every day. Man #2: Okay. Man #1: What do you see? Man #2: Nothing.

67


Public Service Single Entry 13 BRONZE title MA Vest-A-Dog agency Hill Holliday client Massachusetts Vest-A-Dog chief creative officer Kevin Moehlenkamp group creative directors David Gardiner, Joe Berkeley art director David Gardiner copywriter Joe Berkeley production company Element Productions broadcast producer Bryan Sweeney director Craig Orsini editorial company Element Productions editor Kat Baker special effects finishing Brickyard VFX VFX designer Dave Waller music Wojahn Bros recording studio Soundtrack Boston recording engineer Brian Heidebrecht

13 (1 of 4)

13 (2 of 4)

15

13 (3 of 4)

"MA Vest-A-Dog" Open on a dog in a bumblebee costume. Cut to a dog in a princess costume. Cut to a dog dressed in a bandit costume. Cut to a dog in a beauty queen costume. Cut to a dog dressed in a Hawaiian costume. Cut to a dog in a bunny rabbit costume. Cut to a dog dressed in a pirate costume. Cut back to the beauty queen dog licking her chops. Cut back to the bumblebee dog shaking. Cut back to the princess dog having a snitty fit. Cut to a dog dressed as a hot dog. Cut to a heroic Police K-9 in a vest. He leaps out of frame. Cut to super: Donate at mavestadog.org VO: Of all the outfits you can put on a dog, there’s only one that can save a life. Help buy a police dog a bulletproof vest. Donate at MA Vest-A-Dog dot org. LOGO: Massachusetts Vest-A-Dog

68

13 (4 of 4)


Public Service Single Entry 14 BRONZE title Good Luck agency Hill Holliday client Boston Police Department chief creative officer Lance Jensen group creative directors David Gardiner, Joe Berkeley art director Jude Senese copywriter Mike Heid photographer Jared Leeds production manager David Majeau art buyer Chelsea Gold

15 BRONZE title Unfortunately agency Hill Holliday client Boston Police Department chief creative officer Lance Jensen group creative directors David Gardiner, Joe Berkeley art director Jude Senese copywriter Mike Heid photographer Jared Leeds production manager David Majeau art buyer Chelsea Gold

14

15

16 BRONZE title Nothing Zero agency NAIL client Vermont Foodbank creative directors Alec Beckett, Brian Gross art directors Laura Crigler, Brian Gross copywriters Mark Habke, Alec Beckett designer Myles Dumas photographer Myles Dumas print producer Lizzi Weinberg 17 BRONZE title Nothing Free Sample agency NAIL client Vermont Foodbank creative directors Alec Beckett, Brian Gross art directors Laura Crigler, Brian Gross copywriters Mark Habke, Alec Beckett designer Myles Dumas photographer Myles Dumas print producer Lizzi Weinberg

16

17

69


Public Service Campaign 1 silver title Hope/Apathy/Mentor agency Arnold Worldwide client City Year chief creative officer Pete Favat executive creative director Roger Baldacci creative director Wade Devers associate creative director Brian Hayes art director Tim Mahoney copywriters Brian Hayes, Ryan Dean Waite photographer Gary Land retoucher Alice Blue art producer Kathy McMann business affairs Lisa Mercier account planner Neela Pal account service Barb Reilly, Victoria Shonkoff, Chris Ferko

1 (1 of 3)

1 (2 of 3)

1 (3 of 3)

70


Public Service Campaign 2 silver title Superheroes/Good Luck/ Unfortunately/Identify/Whoever agency Hill Holliday client Boston Police Department chief creative officer Lance Jensen group creative directors David Gardiner, Joe Berkeley art director Jude Senese copywriter Mike Heid photographer Jared Leeds production manager David Majeau art buyer Chelsea Gold

2 (1 of 5)

2 (2 of 5)

2 (3 of 5)

2 (4 of 5)

2 (5 of 5)

71


Direct Response Single Entry 1 bronze title Breeze agency KSV | Boston client Island Queen creative director Doug Chapman art director Trey Phillips copywriter Pete Valle designer Daria Perreault photographer Matt Kalinowski retoucher Sherrie Gonzalez production manager Frederico Grundelle 2 bronze title Portsmouth Abbey – God Is Calling agency PARTNERS+simons client Portsmouth Abbey Monastery chief creative officer Tom Simons creative director Bruce Patteson art director Marie Rockett copywriter Bruce Patteson designer Marie Rockett print producer Kristen Falcon project manager Shawn Callahan brand manager Ed Feather

1

2

72


Direct Response Campaign 1 silver title Sonja/Bobby/Judy agency Arnold Worldwide client Carnival chief creative officer Pete Favat executive creative director Roger Baldacci creative directors Rob Kottkamp, Tom Morhous art directors Jenna Zink, Deb Grant copywriters Roger Fish, Frank Cartegena, Jenne Raub, Chris Jacobs and Brett Reese illustrator Jenna Zink production manager Julie Powell, Victoria Shaughnessy art producer Amy Shaw business affairs Lisa Mercier, Jen Wrentmore project manager Lindsey Gold account service Stephanie Evans-Greene, Merek Lee, Laura McWhorter & Allie Miller

1 (1 of 3)

1

1 (2 of 3)

2

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73


Direct Response Campaign 4 BRONZE title Stop Faking It agency PJA Advertising + Marketing client Limelight Networks executive creative director Aaron DaSilva creative directors Christopher Frame, Dave Sandstedt associate creative director Cristina Gordet art director Paul Yokota copywriter Cristina Gordet strategist Matt Magee executive producer Noah Lydiard director Noah Lydiard editor Emmanuel Ording sound designer Noah Lydiard digital producer Elizabeth Schwartz information architecture Matt Magee digital information architect Matt Magee project manager Elizabeth Schwartz user experience Matt Magee campaign strategist Matt Magee account executive Sandy Laliberte account director Janet Carlisile research & development Hugh Kennedy, Mara Buta 4 (1 of 3)

4 (2 of 3)

4 (3 of 3)

74


Advertising for Clients with Media Budget Less Than $20,000 – Single Entry 1 BRONZE title Hot Wings agency Hill Holliday client Joe and Maria’s chief creative officer Kevin Moehlenkamp art director Mike Mancuso copywriter Dan Jordan photographer Mike Mancuso

1

75


Logo 1 silver title Guy Manly agency Allen & Gerritsen client Guy Manly chief creative officer Gary Greenberg creative directors Doug Gould, Eivind Ueland art director Carlos Perez designer Carlos Perez

2 silver title Global Sustainable Tourism Council agency ISM client Global Sustainable Tourism Council executive creative director Bob Minihan creative director Amelie Loyot associate creative directors Ana Gonzalez, Matt Dugas art director Ana Gonzalez copywriters Bob Minihan, Matt Kaiser print producer Vick Friedman account executive Karen Shaheen

1 (2 of 2)

1 (1 of 2)

3 bronze title Hubway agency Arnold Worldwide client Hubway chief creative officer Pete Favat executive creative director Roger Baldacci group creative director Wade Devers copywriters Mike Howard, Frank Cartegena designers Anthony Shea, Wade Devers business affairs Anne Joynt, Lisa Mercier project manager Sarah Juselius account service Renee Smith, Caroline Catano

2

3

4 bronze title Cheeseboy Logo agency Full Contact Advertising client Cheeseboy: Grilled Cheese To Go creative directors Marty Donohue, Tim Foley designer Kristie Miles account executive Kay Miller

5 merit title join.me logo agency LogMeIn, Inc. client Join.me (LogMeIn) creative director Paul Schauder associate creative directors Laurie Asmus, Chris Geraghty art director Chris Geraghty copywriter Laurie Asmus designer Brian Colcord illustrator Brian Colcord

6 merit title Be Bold, Be Bald! agency Small Army client Small Army for a Cause creative director Steve Kolander associate creative director Bruce Gray art director Sam Pitino copywriter Bruce Gray designer Sam Pitino illustrator Sam Pitino project manager Lauren Kennedy campaign strategist Jeff Freedman account director Lauren Kennedy social media director Melissa Dowler

76

5

4

6


Identity System 1 silver title Chill Zone Soda agency Full Contact Advertising client Cumberland Farms creative directors Marty Donohue, Tim Foley designer Tim A. Jacques account executive Melissa Boccio 2 bronze title Chatham 300 agency Allen & Gerritsen client Town of Chatham chief creative officer Gary Greenberg creative directors Doug Gould, Eivind Ueland art director Carlos Perez copywriter Adam Cote production Jeff Tully research & development Dave Boyd

1

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77


Identity System 3 bronze title Back9 Identity agency MMB client Back9 chief creative officers Jerry Cronin, Fred Bertino, Jamie Mambro executive creative directors Jerry Cronin, Fred Bertino, Jamie Mambro group creative directors Jerry Cronin, Fred Bertino, Jamie Mambro creative directors Jerry Cronin, Fred Bertino, Jamie Mambro associate creative directors Jerry Cronin, Fred Bertino, Jamie Mambro art director Liz Albrecht copywriter Jerry Cronin designer Liz Albrecht account executive Jonathan Greeley print producer Chrissy Mussari

3 (1 of 3)

3 (2 of 3)

3 (3 of 3)

78


Identity System 4 bronze title NAIL Identity System agency NAIL client NAIL creative directors Alec Beckett, Brian Gross designer Chris Falman 4 (1 of 10)

4 (2 of 10)

4 (3 of 10)

4 (4 of 10)

4 (5 of 10)

4 (6 of 10)

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4 (9 of 10)

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79


Identity System 5 bronze title Be Bold, Be Bald! agency Small Army client Small Army for a Cause creative director Steve Kolander associate creative director Bruce Gray art director Sam Pitino copywriter Bruce Gray designer Sam Pitino illustrator Sam Pitino project manager Lauren Kennedy campaign strategist Jeff Freedman account director Lauren Kennedy social media director Melissa Dowler 5 (1 of 8)

5 (2 of 8)

5 (3 of 8)

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80

5 (8 of 8)

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Identity System 6 merit title Cheeseboy Logo agency Full Contact Advertising client Cheeseboy: Grilled Cheese To Go creative directors Marty Donohue, Tim Foley designer Kristie Miles account executive Kay Miller 7 merit title Fiesta Inn Brand Identity agency ISM client Fiesta Inn executive creative director Bob Minihan creative director Amelie Loyot associate creative director Ana Gonzalez art director Ana Gonzalez copywriter Bob Minihan

6

7

81


Company Literature Single Entry 1 BRONZE title Suffolk Construction Capabilities Brochure agency Bluefish Agency client Suffolk Construction chief creative officer Casey Nuttall executive creative director Casey Nuttall group creative director Casey Nuttall creative director Casey Nuttall associate creative director Casey Nuttall art director Jean Blundon copywriter Pete Louison account executive Jim Porter account manager Katie Ustaris art buyer Bridget Mirarchi

1 (1 of 3)

5

6

7 1 (2 of 3)

1 (3 of 3)

82


Company Literature Single Entry 2 BRONZE title Four Seasons Asia Pacific Resort Escapes agency ISM client Four Seasons Hotels and Resorts executive creative director Bob Minihan creative director Amelie Loyot associate creative director Ana Gonzalez copywriter Sid Murlidhar print producer Vick Friedman account executives Melissa Hilperts, Raeann Walsh account director Joanne Borselli 3 BRONZE title Ram Trucks – Proven Book agency SapientNitro client Chrysler chief creative officer Gaston Legorburu creative directors Barry Fiske, Alan Pafenbach associate creative directors Gabe Flavin, Marc Gottesman art director Micah Whitson copywriter Dave Kuhl photographer Ketil Dietrickson production @radical.media business affairs Barbara Karalis project managers Todd Kozan, Craig Couture, Robin Kim campaign strategists Jeannie Christiansen, Aaron Waterman account managers Jarrid Hawkins, Kelly Wilson, Gina Lovisa account directors Sarah Anderson, Alyssa Altman director Zach Merck

2 (1 of 2)

2 (2 of 2)

3 (1 of 4)

3 (3 of 4)

3 (2 of 4)

3 (4 of 4)

83


Company Literature Single Entry 4 merit title Maui Jim Catalog agency Bluefish Agency client Maui Jim chief creative officer Casey Nuttall executive creative director Casey Nuttall group creative director Casey Nuttall creative director Casey Nuttall associate creative director Casey Nuttall art directors Charles Cunningham, Jean Blundon copywriter Brook Long photographer Dana Edmunds account executive Jim Porter account manager Chantel Jones 4 (1 of 3)

5 merit title Zipcar for Business Welcome Kit agency Zipcar client Zipcar copywriters Annaliza Nieve, Mandy Donovan designer Bruce Macindoe production manager Sharon Desbecker Z4B marketing coordinator Pamela O’Rourke VP of marketing Stephanie Shore category director Diane Systrom

4 (2 of 3)

4 (3 of 3)

5

84


Annual Reports 1 silver title Salvation Army Annual Report agency Hill Holliday client The Salvation Army chief creative officer Kevin Moehlenkamp creative director James Adame art directors James Adame, Wes Dorsainvil copywriter Scott Whittier designers James Adame, Wes Dorsainvil, Heather Findlay, Lacey Meyermann illustrator James Adame photographer Christopher Churchill production manager David Majeau art producer Chelsea Gold project managers Christine Tocco, Tina Barrett account director Dorothy Urlich printing Dynagraf

1 (1 of 5)

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85


Packaging & Point-of-Purchase Single Entry 1 SILVER title Love agency Brand Content client Yoghund chief creative officer Doug Gladstone executive creative director Tom Kelly art director Jim Bizier copywriter Tom Kelly 2 SILVER title Taste agency Brand Content client Yoghund chief creative officer Doug Gladstone executive creative director Tom Kelly art director Jim Bizier copywriter Tom Kelly 3 SILVER title Healthy agency Brand Content client Yoghund chief creative officer Doug Gladstone executive creative director Tom Kelly art director Jim Bizier copywriter Tom Kelly

1

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4 SILVER title Pleasure agency Brand Content client Yoghund chief creative officer Doug Gladstone executive creative director Tom Kelly art director Jim Bizier copywriter Tom Kelly 5 SILVER title SKULLebrities agency LegionThirteen client SKULLebrities chief creative officer Jason Leone executive creative directors Jason Leone, David Gallone group creative director Jason Leone creative directors Jason Leone, David Gallone, Steve Bautista associate creative director Brian Heil art director Jason Leone copywriter Steve Bautista viral specialist Bianca Buco

About SKULLebritiesŽ: SKULLebrities...the final resting place for the world’s most beloved legends of our time. Born from death, SKULLebrities are a forever growing group of darkly humorous parodies that allow fans to honor and celebrate the lives of their favorite celebrities in a new, unique way. SKULLebrities. Rest In Parody. 5

86


Packaging & Point-of-Purchase Single Entry 6 BRONZE title Come On In agency Connelly Partners client Danversbank chief creative officer Marc Gallucci associate creative director Eric Sutton art director Alex Bloom copywriter Nick Nelson print producer Jonathan Tompkins account manager Mandi Wells 7 BRONZE title Chill Zone Soda Logos agency Full Contact Advertising client Cumberland Farms creative directors Marty Donohue, Tim Foley designer Tim A. Jacques illustrators Craig Watkins, Tim A. Jacques production manager Amy Rappeport account executive Melissa Boccio 8 BRONZE title Game agency KSV | Boston client Island Queen creative directors Doug Chapman art director Trey Phillips copywriter Pete Valle designer Daria Perreault photographer Matt Kalinowski retoucher Allan Woolwine production Fred Brundage

6

9 merit title Chill Zone Frozen Twisted Scoops agency Full Contact Advertising client Cumberland Farms creative directors Marty Donohue, Tim Foley copywriters Chris Milne, Marty Donohue designer Tim A. Jacques illustrator Craig Watkins production manager Amy Rappeport account executive Melissa Boccio

7

8

9

87


Packaging & Point-of-Purchase Campaign 1 gold title Yoghund agency Brand Content client Yoghund chief creative officer Doug Gladstone executive creative director Tom Kelly art director Jim Bizier copywriter Tom Kelly 2 merit title Chill Zone Frozen Twisted Scoops agency Full Contact Advertising client Cumberland Farms creative directors Marty Donohue, Tim Foley art director Kevin Barlow copywriter Chris Milne designer Tim A. Jacques illustrator Craig Watkins production manager Amy Rappeport account executive Melissa Boccio 1 (1 of 4)

1 (2 of 4)

1 (3 of 4)

1 (4 of 4)

2

88


Posters Single Entry 1 silver title Graph agency Allen & Gerritsen client Relief By Design chief creative officer Gary Greenberg creative directors Doug Gould, Eivind Ueland art director Carlos Perez designer Carlos Perez 2 silver title Balloon agency Allen & Gerritsen client Relief By Design chief creative officer Gary Greenberg creative directors Doug Gould, Eivind Ueland art director Carlos Perez designer Carlos Perez

1

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89


Posters Single Entry 3 silver title Boom agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art director Kat Dawson copywriter Bryan Karr illustrator Kat Dawson production manager Julie Powell business affairs Kim Stevens project manager Raquel DaSilva planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Tia Phillips 4 silver title 56 Men agency Arnold Worldwide client Jack Daniel’s chief creative officer Pete Favat group creative director Wade Devers art director Travis Robertson copywriters Bryan Karr, Chad Leitz illustrator YeeHaw Industries Letterpress production manager Jim Spadafora art producer Andrea Ricker business affairs Lisa Mercier project manager Lauren Butterworth planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Nate Stewart, Shannon Coletti

3

5 silver title Leh Wi Tok Radio Mouth Film Poster agency NAIL client Leh Wi Tok creative directors Brian Gross, Alec Beckett art directors Myles Dumas, Brian Gross, Colin Gillespie designer Colin Gillespie photographer Jonathan Bellar photographer’s assistant Kate Kelley

4

5

90


Posters Single Entry 6 bronze title Hot Air Balloon agency Allen & Gerritsen client Relief By Design chief creative officer Gary Greenberg creative directors Doug Gould, Eivind Ueland art director Carlos Perez designer Carlos Perez 7 bronze title Tsunami Relief agency Allen & Gerritsen client Relief By Design chief creative officer Gary Greenberg creative directors Doug Gould, Eivind Ueland art director Carlos Perez 8 bronze title Free Spirits agency Arnold Worldwide client Jack Daniel’s chief creative officer Pete Favat group creative director Wade Devers art director Travis Robertson copywriter Bryan Karr illustrator YeeHaw Industries Letterpress production manager Jim Spadafora art producer Andrea Ricker business affairs Lisa Mercier project manager Lauren Butterworth planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Nate Stewart, Shannon Coletti

7

6

8

91


Posters Single Entry 9 bronze title VW agency Arnold Worldwide client The Ad Club chief creative officer Pete Favat group creative director Wade Devers creative directors Wendy Beckett, John Simpson art director Allison Hayes copywriter Greg Almeida production manager Diane Brito business affairs Lisa Mercier 10 bronze title Created Equal agency Arnold Worldwide client Jack Daniel’s chief creative officer Pete Favat group creative director Wade Devers art director Travis Robertson copywriter Bryan Karr illustrator YeeHaw Industries Letterpress production manager Jim Spadafora art producer Andrea Ricker business affairs Lisa Mercier project manager Lauren Butterworth planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Nate Stewart, Shannon Coletti 11 bronze title Wallflowers agency Arnold Worldwide client Jack Daniel’s chief creative officer Pete Favat group creative director Wade Devers art director Travis Robertson copywriter Bryan Karr illustrator YeeHaw Industries Letterpress production manager Jim Spadafora art producer Andrea Ricker business affairs Lisa Mercier project manager Lauren Butterworth planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Nate Stewart, Shannon Coletti

9

10

92

11


Posters Single Entry 12 bronze title Big Tobacco Blues agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art director A. James Stone copywriter Bryan Karr illustrator A. James Stone production manager Julie Powell business affairs Kim Stevens project manager Raquel DaSilva planner Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Tia Phillips 13 bronze title Made In America agency Brand Content client Venture Custom Guitars chief creative officer Doug Gladstone executive creative director Tom Kelly art director Austin Bousley copywriter Tom Kelly photographer Bailey Ratta 14 bronze title Manure agency KSV | Boston client WMBR Radio creative director Doug Chapman art director Trey Phillips copywriter Lawrence O’Toole designer Daria Perreault production manager Fred Brundage

12

15 bronze title Leh Wi Tok Gun Antenna Film Poster agency NAIL client Leh Wi Tok creative directors Brian Gross, Alec Beckett art directors Brian Gross, Colin Gillespie designer Colin Gillespie

13

14

15

93


Posters Single Entry 16 merit title Bubbles agency Allen & Gerritsen client Relief By Design chief creative officer Gary Greenberg creative directors Doug Gould, Eivind Ueland art director Carlos Perez designer Carlos Perez 17 merit title Life agency Allen & Gerritsen client Relief By Design chief creative officer Gary Greenberg creative directors Doug Gould, Eivind Ueland art director Doug Gould designer Doug Gould 18 merit title Polaroid agency Arnold Worldwide client The Ad Club chief creative officer Pete Favat group creative director Wade Devers creative directors Wendy Beckett, John Simpson art director Allison Hayes copywriter Greg Almeida production manager Diane Brito business affairs Lisa Mercier

17

19 merit title 1 in 3 agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art director A. James Stone copywriter Bryan Karr illustrator A. James Stone production manager Julie Powell business affairs Kim Stevens project manager Raquel DaSilva planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Tia Phillips

18

16

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94


Posters Single Entry 20 merit title Nike agency Arnold Worldwide client The Ad Club chief creative officer Pete Favat group creative director Wade Devers creative directors Wendy Beckett, John Simpson art director Allison Hayes copywriter Greg Almeida production manager Diane Brito business affairs Lisa Mercier 21 merit title Anti-Established agency Brand Content client Venture Custom Guitars chief creative officer Doug Gladstone executive creative director Tom Kelly art director Austin Bousley copywriter Tom Kelly photographer Bailey Ratta

20

22 merit title There’s No Crying agency Larry Bowdish Art Direction client Stoughton Men’s Softball League chief creative officer Larry Bowdish art director Larry Bowdish copywriter Ken Lewis designer Larry Bowdish 23 merit title Steroids for Breakfast agency Mullen client Planet Fitness chief creative officer Mark Wenneker creative director Brian Tierney art director Ramzi Sarieddine copywriter Brian Tierney

21

24 bronze title Two Million Years Ago agency NAIL client Vibram USA creative directors Brian Gross, Alec Beckett art directors Brian Gross, Colin Gillespie copywriters Mark Habke, Alec Beckett designer Colin Gillespie

22

23

24

95


Posters Campaign 1 gold title Created Equal/Bottle/ Celebrate/56 Men agency Arnold Worldwide client Jack Daniel’s chief creative officer Pete Favat group creative director Wade Devers art director Travis Robertson copywriter Bryan Karr illustrator YeeHaw Industries Letterpress production manager Jim Spadafora art producer Andrea Ricker business affairs Lisa Mercier project manager Lauren Butterworth planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Nate Stewart, Shannon Coletti

1 (1 of 4)

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96


Posters Campaign

1 (3 of 4)

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97


Posters Campaign 2 gold title 1 in 3/Boom/Ingredience agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art directors A. James Stone, Kat Dawson copywriter Bryan Karr illustrators A. James Stone, Kat Dawson production manager Julie Powell business affairs Kim Stevens project manager Raquel DaSilva planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Tia Phillips

2 (1 of 3)

2 (2 of 3)

2 (3 of 3)

98


Posters Campaign 3 silver title Heavy Metals/Big Tobacco Blues/ Formaldehyde/Crawl Baby Crawl/Profiles agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art directors A. James Stone, Kat Dawson copywriter Bryan Karr illustrators A. James Stone, Kat Dawson production manager Julie Powell business affairs Kim Stevens project manager Raquel DaSilva planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Tia Phillips

3 (1 of 5)

3 (2 of 5)

3 (3 of 5)

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99


Posters Campaign 4 silver title Stand Up/Free Spirits/ Wallflowers/365 agency Arnold Worldwide client Jack Daniel’s chief creative officer Pete Favat group creative director Wade Devers art director Travis Robertson copywriter Bryan Karr illustrator YeeHaw Industries Letterpress production manager Jim Spadafora art producer Andrea Ricker business affairs Lisa Mercier project manager Lauren Butterworth planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Nate Stewart, Shannon Coletti

100

4 (1 of 4)

4 (2 of 4)

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4 (4 of 4)


Posters Campaign 5 silver title Trustees of Reservations agency Arnold Worldwide client Trustees of Reservations chief creative officer Pete Favat group creative director Wade Devers creative director John Simpson associate creative director Eric Peterson art director Eric Peterson copywriter John Simpson photographer Matt Ellard project manager Tammy Haskins

5 (1 of 3)

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101


Posters Campaign 6 silver title Venture Custom Guitars agency Brand Content client Venture Custom Guitars chief creative officer Doug Gladstone executive creative director Tom Kelly art director Austin Bousley copywriter Tom Kelly photographer Bailey Ratta 7 bronze title Hope agency Allen & Gerritsen client Relief By Design chief creative officer Gary Greenberg creative directors Doug Gould, Eivind Ueland art director Carlos Perez designer Carlos Perez

6 (1 of 4)

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102

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Posters Campaign

8 (1 of 4)

8 bronze title Tick/Gentleman’s Game/ Tee Time/Beads of Sweat agency Arnold Worldwide client Titleist chief creative officer Pete Favat group creative directors John Petruney, David Register creative director Steve Pratt art directors Steve Pratt, Anthony Shea copywriters Bryan Karr, Sean McBride, David Register photographer Mike Powell production manager Jim Spadafora art producer Sarah Doggett business affairs Lisa Mercier project manager Sara Ford account service Phil Reilly, Mark Fabbro, Zach Schreier

8 (2 of 4)

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103


Posters Campaign 9 bronze title Nike/VW/Polaroid agency Arnold Worldwide client The Ad Club chief creative officer Pete Favat group creative director Wade Devers creative directors Wendy Beckett, John Simpson art director Allison Hayes copywriter Greg Almeida production manager Diane Brito business affairs Lisa Mercier 10 merit title Noggin agency Connelly Partners client Danversbank chief creative officer Marc Gallucci associate creative director Eric Sutton art director Alex Bloom copywriter Nick Nelson print producer Jonathan Tompkins account manager Mandi Wells

9 (1 of 3)

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Posters Campaign 11 merit title Vermont Matters Poster Series agency Cottage 10 client Merchants Bank chief creative officer Bill Drew creative director Bill Drew art directors Bill Drew, Jeremy Payne copywriter Bill Drew designer Jeremy Payne illustrator Jeremy Payne production Offset House production manager Kate Dodge project manager Kate Dodge

11 (1 of 4)

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12 merit title See Below/Kumbaya/ Center of Attention agency Hill Holliday client Carlino Guitars group creative directors Tim Cawley, Kevin Daley art director Mike Mancuso copywriter Frank Cartagena illustrator Silvi Naci photographer Mike Mancuso

12 (2 of 3)

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105


Radio Single Entry 1 bronze title Buddy Film agency Arnold Worldwide client McDonald’s chief creative officer Pete Favat executive creative director Roger Baldacci group creative director Chris Edwards creative director Pete Shamon copywriters Roger Baldacci, Ben Salsky broadcast producer Patricia Wasiolek audio mix Bart Radio recording engineer Bart Smith account service Maggie Cullinan 2 bronze title Quiz Show agency Mullen client Planet Fitness chief creative officer Mark Wenneker creative director Brian Tierney copywriter Brian Tierney broadcast producer Susan Poor audio post Mike Secher (Soundtrack) 3 bronze title Your Planet agency Mullen client Planet Fitness chief creative officer Mark Wenneker group creative director Brian Tierney copywriters Brian Tierney, Gabriel Ferrer broadcast producer Mary Donington audio post Mike Secher (Soundtrack) 4 merit title Why? agency Mullen client Planet Fitness chief creative officer Mark Wenneker creative director Brian Tierney copywriter Gabriel Ferrer broadcast producer Susan Poor audio post Mike Secher (Soundtrack) 5 merit title Westie 10 agency Sprague Nelson client Boston.com chief creative officers Jay Nelson, Tim Sprague executive creative director Jay Nelson group creative director Jay Nelson creative directors Jay Nelson, Tim Sprague associate creative director Jay Nelson copywriter Jay Nelson broadcast producer Lindsay Worcester casting Rumblestrip audio post Rumblestrip audio mix Rumblestrip recording engineer Tom Love sound engineer Tom Love project manager Lindsay Worcester campaign strategist Paula Witkin account executive Paula Witkin music Stock

1 Buddy Film SFX: We open on our two buddies in the middle of a cheesy action movie-esque shootout. We hear sirens, etc. An epic movie score plays under. Buddy 2: Unit 405 requesting back-up. Buddy 1: Hey, so I just got 2 Egg McMuffins at McDonald’s for 3 bucks. Buddy 2: Huh? Oh right, so this is the part of the totally fictitious shootout where we have a random conversation. That’s a great deal. Buddy 1: Yeah, and I got a hot coffee for just 1 buck! Buddy 2: That’s crazy. Buddy 1: Okay, I gotta go do that unnecessary somersault out in the wide open. Buddy 2: Hmm, I’ll cover you and say “I’m getting too old for this.” VO: It’s got people talking. Two Egg McMuffins for just three bucks. Put it together with a hot cup of Newman’s Own Organics coffee. Music: Ba da ba ba ba Legal: Prices and participation may vary. Price of single item posted on menu board. Limited time only.

VO: If you have ever invited anyone to “The Gun Show”…Planet Fitness is not your gym. If you have a tattoo of a bicep…on your bicep… Planet Fitness is not your gym. If your IQ is lower than your BMI…you drink creatine from a gallon jug…and you find it necessary to use your abs to count to six…Planet Fitness is not your gym. If you’re not allowed to hold babies for fear you might crush them…Planet Fitness is not your gym. If you have trouble reading a phone book…but can easily rip one in half…Planet Fitness is not your gym. If you commonly refer to steroids as “breakfast” … Planet Fitness is not your gym. But if you just want to work out in a place where you’re not surrounded by big muscleheads like these…Planet Fitness IS your gym. Anncr: Today’s your last day to join Planet Fitness for just $1 then $10 bucks a month. Planet Fitness. This is your Planet. 4 Why?

2 Quiz Show

VO: Why would anyone want to spend an extra…

Music up.

Musclehead: 48, 49, 50…

Female Singers: They’ve surely got the brawn but do they got the brains. It’s the roided-out musclehead trivia game!

VO: …dollars each month to work out in a gym full of roided-out muscleheads in tank tops…

Gameshow Anncr: Welcome to the roided-out musclehead trivia game! Today’s contestant is Rick. Tell us Rick, what do you do for a living?

VO: sizes too small. Why would anyone want to wait…

Musclehead: 3!

Rick: I lift things up and put them down.

Musclehead: 18, 19, 20…

Gameshow Anncr: Okay! First question. What continent is south of North America?

VO: minutes for the free weights because they’re all being used by some meat bucket who’s obsessed with getting…

SFX: Rick’s buzzer chimes in to answer. Rick: I lift things up and put them down.

Musclehead: 22!

SFX: Buzzer sounds.

VO: inch arms. I mean really. Why would anyone go to a gym full of guys that go through…

Gameshow Anncr: Oh, I’m sorry. The answer is South America.

Musclehead: 6, 7, 8

Question 2. If you have 2 bananas and I give you 2 more, how many bananas do you have? SFX: Rick’s buzzer chimes in to answer. Rick: I lift things up and put them down. SFX: Buzzer sounds. Gameshow Anncr: That’s great, but you need to answer the…

VO: bottles of spraytan a week just to flex in the mirror… Musclehead: 100! VO: times a day. Why, when you could just join Planet Fitness and get a clean, comfortable workout without those big, roided-out muscleheads. And right now, you can join for just… Musclehead: 1…

Rick: I lift things up…

VO: dollar down. And…

Gameshow Anncr: Yeah, Rick but…

Musclehead: 10!

Rick: Put them down.

VO: dollars a month. Now through April…

Gameshow Anncr: Could you just?..

Musclehead: 13!

Rick: I lift things up and put them down.

Anncr VO: Join Planet Fitness for one dollar down, 10 dollars a month, now through April 13th.

Gameshow Anncr: (sighs) Oh boy. SFX: Music kicks in again. Anncr VO: Looking for a gym where you won’t be surrounded by roided-out muscleheads like these? Join Planet Fitness now through April 13th. It’s just $1 down and $10 a month. Female Singers: They’ve surely got the brawn but do they got the brains. It’s the roided-out musclehead trivia game! Rick: Haha. Cool.

106

3 Your Planet

5 Westie 10 Ann: Know that there’s an “Eastie” and a “Southie” but not a “Westie” and a “Northie”? Then you’re one of us. Boston dot com. This is where we live. Get into it.


Radio Campaign 1 (1 of 3) Deep Fryer SFX: The distant sound of a ring or two. Background chatter. Employee: It’s a fantastic day here at Zappos, how can I help you? Caller: I received some Nike workout clothes as a gift. I wanted to exchange them. What I was interested in is item number 7475795.

1 bronze title Deep Fryer, Emotionally Ready, Jesse agency Mullen client Zappos chief creative officer Mark Wenneker group creative directors Stephen Mietelski, Jamie Ferreira copywriter Greg Almeida broadcast producer Susan Poor audio post Mike Secher (Soundtrack)

Employee: That’s a nice deep fryer. Caller: Yeah. I’m going in another direction. Employee: (Laughs.) Well let me put a rush on that for you. VIP Anncr: Got some shopping to do? Become a Zappos.com VIP and get free overnight shipping on everything for life. Join at Zappos dot com slash happy.

1 (2 of 3) Emotionally Ready SFX: The distant sound of a ring or two. Background chatter. Employee: Thank you for calling Zappos, how can I help you today? Caller: So I have a little problem. I ordered a dress yesterday afternoon and it showed up this morning. Employee: OK? Caller: I’m not really emotionally ready for it yet. So I put it in the garage. Under a tarp. Employee: Totally understand. Caller: So can I send it back? Employee: Yes, you can absolutely send it back. You will have to touch the box though. Caller: Thank you so much. VIP Anncr: Got some shopping to do? Become a Zappos.com VIP and get free overnight shipping on everything for life. Join at Zappos dot com slash happy.

1 (3 of 3) Jesse SFX: The distant sound of a ring or two. Background chatter. Employee: It’s a great day here at Zappos, how can I help you? Caller: I received the most beautiful dress this morning. Employee: Oh awesome. Caller: Oh, it’s gorgeous. My problem is, I don’t know who it’s from. Employee: Ok let me take a look here. Caller: Ok. Is it from Eddie? Employee: No. Caller: Ok. Darrel, he’s like stalking me. Employee: No. Caller: OK. Is it from Jesse? Employee: Yes. Caller: AHH! Rachel it’s from Jesse!!!! OH my gosh, he’s so HAAAWWT VIP Anncr: Got some shopping to do? Become a Zappos.com VIP and get free overnight shipping on everything for life. Join at Zappos dot com slash happy.

107


Direct Response Broadcast Single Entry 1 merit title Out of Time agency Allen & Gerritsen client Boston Celtics chief creative officer Gary Greenberg creative director Eivind Ueland art director Matt Kiley copywriter Eivind Ueland broadcast producer Lucy Herzog editor Dave Maloney developer/software engineer Dave Maloney

1 (1 of 4)

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"Out of Time" We see slow motion footage of Ray Allen getting into position for a shot from distance and launching the ball. SUPERS: We’re out of time. We’re out of second chances. Fortunately, we’re not out of me. Fade to black for end titles. END CARD: It’s all about the playoffs. It’s all about 18. CELTICS PLAYOFFS For ticket information: CELTICS.COM 866-GO-CELTICS

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Direct Response Broadcast Single Entry 2 merit title Seven agency Allen & Gerritsen client Boston Celtics chief creative officer Gary Greenberg creative director Eivind Ueland art directors Matt Kiley, Carlos Perez copywriter Eivind Ueland broadcast producer Lucy Herzog editor Dave Maloney developer/software engineer Dave Maloney

2 (1 of 4)

2 (2 of 4)

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"Seven" We see three-dimensional still shots of Paul Pierce. The sound of heartbeats and a crowd starts building in the background. SUPER: There’s no game seven in June. The sound of the heartbeats and the crowd keeps building. SUPER: Without a game one in October. The sound of the heartbeats and the crowd reaches a crescendo. END CARD: BOSTON CELTICS PRE-SEASON ACTION vs. PHILADELPHIA 76’ERS Wednesday, October 6 – 7:30 PM VERIZON WIRELESS ARENA, MANCHESTER, NH For tickets: celtics.com

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Direct Response Broadcast Single Entry 3 merit title Forget agency Allen & Gerritsen client Boston Celtics chief creative officer Gary Greenberg creative director Eivind Ueland art director Matt Kiley copywriter Eivind Ueland broadcast producer Lucy Herzog editor Dave Maloney developer/software engineer Dave Maloney

3 (1 of 4)

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3 (3 of 4)

3 (4 of 4)

"Forget" We see slow motion footage of Paul Pierce getting free from defensive coverage and launching a shot. Stirring music plays in the background. SUPERS: If I miss this shot, no one will ever forget it. If I make this shot, no one will ever forget it. Fade to black for end titles. END CARD: It’s all about the playoffs. It’s all about 18. CELTICS PLAYOFFS For ticket information: CELTICS.COM 866-GO-CELTICS

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Direct Response Broadcast Single Entry 4 merit title Lie Detector agency NAIL client COX creative directors Brian Gross, Alec Beckett art directors Laura Crigler, Brian Gross copywriters Rodrigo DeLima, Alec Beckett, Matt Kelley producer Lizzi Weinberg director Charles Wittenmeier editorial company Edit Bar editor Reuter

4 (1 of 4)

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4 (4 of 4)

"Lie Detector" COX corporate office. A small group of COX employees sitting around a desk.

Examiner: Do you know the difference between a cream and a lotion? Man: No.

Man: Any ideas on finding the Max Bundles that people really want?

Machine buzzes.

Woman: Maybe there’s a device that could tell us.

Examiner: Is your twitter name ponypajamas?

Woman looks up. Frame begins to blur out of focus with a wavy effect. Frame goes back to focus as we fade to her dream.

Man: Wha? How did you find my twitter…no.

We’re at a dining room table with a lie detector machine on it. A man is hooked up to it and an examiner is sitting across from him holding a clipboard. The man seems calm but uncomfortable.

[almost crying] What is this?

Examiner: [In a strong questioning tone] Do you like watching sports?

Man: I put cream on my face and lotion on my hands.

The machine buzzes. Fades back to the conference room. Woman: Or…they could just build their own bundle. SFX: Trumpets Title Card: The Build Your Own Max Bundle Bundle

Man: Yes.

Starting at $89.99 XXX-XXX-XXXX

Machine continues normally without showing signs of lying.

www.cox.com/BYOB

Examiner: Do you consider figure skating a sport?

Title Card: The Build Your Own Max Bundle… Bundle from COX. Choose the TV, phone, and internet services you want starting at $89.99 with your choice of no contract or an additional free service.

Man: No. Machine buzzes. Begins getting nervous.

AVO

Man: It’s a beautiful sport.

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Direct Response Broadcast Campaign 1 merit title Celtic’s Playoffs agency Allen & Gerritsen client Boston Celtics chief creative officer Gary Greenberg creative director Eivind Ueland art director Matt Kiley copywriter Eivind Ueland broadcast producer Lucy Herzog editor Dave Maloney developer/software engineer Dave Maloney

"Reason" We see slow motion footage of Rajon Rondo persistently trying to defend against LeBron. SUPERS: Reason says I can’t stop him. Reason says he has 80 pounds on me. Reason says this is not my job. Hey, reason… stop talking. Fade to black for end titles. END CARD: It’s all about the playoffs. It’s all about 18. CELTICS PLAYOFFS For ticket information: CELTICS.COM 866-GO-CELTICS

1 (1 of 4)

"Out of Time" We see slow motion footage of Ray Allen getting into position for a shot from distance and launching the ball. SUPERS: We’re out of time. We’re out of second chances. Fortunately, we’re not out of me. Fade to black for end titles. END CARD: It’s all about the playoffs. It’s all about 18. CELTICS PLAYOFFS For ticket information: CELTICS.COM 866-GO-CELTICS

1 (2 of 4)

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Direct Response Broadcast Campaign

"Forget" We see slow motion footage of Paul Pierce getting free from defensive coverage and launching a shot. Stirring music plays in the background. SUPERS: If I miss this shot, no one will ever forget it. If I make this shot, no one will ever forget it. Fade to black for end titles. END CARD: It’s all about the playoffs. It’s all about 18. CELTICS PLAYOFFS For ticket information: CELTICS.COM 866-GO-CELTICS

1 (3 of 4)

"Shoulders" We see slow motion footage of Kevin Garnett moving around the defense and heading for the basket. SUPERS: History is on my shoulders. But right now, this defense is in my face. Fade to black for end titles. END CARD: It’s all about the playoffs. It’s all about 18. CELTICS PLAYOFFS For ticket information: CELTICS.COM 866-GO-CELTICS

1 (4 of 4)

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Public Service Broadcast Single Entry 1 gold title Unsweetened Truth agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative directors Corey Favier, Todd Mitchell art director Corey Favier copywriter Todd Mitchell production company Harvest Films director of broadcast Bill Goodell producer Kevin Shale associate producer Katie Harris director Baker Smith cinematographer Curtis Wehr editorial company Bikini Editorial editor Lawrence Young sound design studio Sound Lounge sound designer Peter Holcomb music composer Wojahn Brothers recording studio The Village planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Tia Philips, Lisa Johnson-Warner

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"Unsweetened Truth" Daytime, outside on a busy city street. Music plays as the viewer sees people on the sidewalk and a parade float decorated with candy and fruit. We see people in hospital gowns on the float as it makes its way down the street. The music continues to play as the float travels down the street. The people on the float are real patients of tobacco-related disease. We see them singing:

They can’t sell candy-flavored cigarettes anymore. But they still sell other tobacco products in over 45 candy flavors. All singing: “Oh why do they make tobacco taste sweet?” Cut to a kid watching in amazement.

All singing:

CTA: Meet the singers at thetruth.com

“Chocolate, vanilla and cinnamon…

truth logo

Apple, honey and berry blend… Strawberry, wildberry, tangerine… Mango, raspberry, wintergreen... That’s how you make cancer sweet… Why do they make tobacco taste sweet?” The choir continues as the art card appears:

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ART CARD: Tobacco companies’ products kill their customers.


Public Service Broadcast Single Entry

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2 silver title This Is Your Weapon agency Mullen client Federal Voting Assistance Program chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino art director Tim Vaccarino copywriter Dave Weist production company Imaginary Forces executive producer Ben Apley director of broadcast Liza Near broadcast producer Susan Poor producers Crystal Deones, Adam Lawson director Brian Mah sound design studio Soundtrack sound designers Mike Secher, Keith Roberts

"This Is Your Weapon" VO: This is my weapon. There are many like it, but this one is mine. My weapon is my best friend. It is my life. I must master it as I must master my life. My weapon, without me, is useless. SUPER: Your vote is your greatest weapon. VO: Be Absent but accounted for. Go to FVAP.gov to request your ballot, and send your voice back home, where it belongs.

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Public Service Broadcast Single Entry 3 bronze title Spheres agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art director Mike Costello copywriter Ryan Dean Waite production company Moxie Pictures director of broadcast Bill Goodell broadcast producer Carron Pedonti associate producer Katie Harris director Martin Granger editorial company Cosmo Street editor Lawrence Young special effects finishing Brickyard VFX VFX designer Geoff McAuliffe VFX producer Amy Appleton music composer Tonefarmer recording studio Soundtrack audio engineer Mike Secher planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Tia Philips, Steve Masterson

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"Spheres" In this commercial, the Shards O’ Glass Freeze Pops CEO talks about his company’s latest product innovation. Open on the Shards O’ Glass Freeze Pops CEO walking through a public park.

CEO: …for adult consumers. We cut back out wide as a kid walks into frame.

He walks toward and speaks directly to the camera.

KID: Hey mister, can I have some candy?

SUPER: R. L. Vanderlin, Shards O’ Glass CEO CEO: Adult consumers asked for them and here they are.

CEO: (to kid) No, these aren’t candy. (back to camera) These are for adult consumers in adult consumption situations.

He then stops and holds a Spheres package up in front of the camera.

After an awkward pause, we cut to another close-up of the Spheres package.

CEO: Introducing new Shards O’ Glass Spheres, for adult consumers only.

CEO: (off camera) Please visit shardsoglass.com to learn more.

We push in tight on the packaging, which has a smiley face logo and looks eerily like candy packaging. As the CEO describes the product, we cut to two “shards testers” back at the lab. One reaches into a barrel of broken glass with heavy-duty gloves, smells the glass (like a brewmaster would hops), then nods approvingly. CEO: We took the same quality broken glass shards adult consumers have come to expect and put them into these fruity, sweet, melt-in-your-mouth treats… We then cut to a Shards O’ Glass Freeze Pop morphing into a package of Spheres to show the evolution of the product.

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Cut back to the CEO as he shakes a few Spheres out into his hand. We hear broken glass jingling as the box shakes and a small cut on his hand starts to bleed.

SUPER: shardsoglass.com Cut to black screen. SUPER: What if all companies sold products like Big Tobacco? SUPER: truth


Public Service Broadcast Single Entry

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"Recall"

CEO: …until we can get a better hold on things and provide consumers with a safer line of broken glass-filled products.

Open on the Shards O’ Glass Freeze Pops CEO standing in front of a Shards O’ Glass logo on the wall of a well-appointed boardroom. He speaks directly to camera. Super: R. L. Vanderlin, Shards O’ Glass CEO CEO: Hello. It has come to our attention here at Shards O’ Glass that some of our products are, in fact, addictive and deadly when used correctly. Cut to a shot of glass-ridden Freeze Pops coming down the assembly line. CEO: Therefore, we are shutting down production and calling for an immediate recall of Shards O’ Glass products…

4 bronze title Recall agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art director Mike Costello copywriter Ryan Dean Waite production company Moxie Pictures director of broadcast Bill Goodell broadcast producer Carron Pedonti associate producer Katie Harris director Martin Granger editorial company Cosmo Street editor Lawrence Young special effects finishing Brickyard VFX VFX designer Geoff McAuliffe VFX producer Amy Appleton music composer Tonefarmer recording studio Soundtrack audio engineer Mike Secher planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Tia Philips, Steve Masterson

Cut back to the CEO. CEO: You can learn more about this recall by visiting shardsoglass.com. Super: shardsoglass.com CEO: Thank you. Cut to black screen. Super: Big Tobacco’s products kill someone every 6.5 seconds. Maybe it’s time for a recall. Super: truth

We see cuts of the production line stopping, the lights going out, and workers loading boxes of Shards products back into delivery trucks outside a convenience store.

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Public Service Broadcast Campaign 1 bronze title Shards O’ Glass/Spheres/Recall agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative directors Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art directors Mike Costello, Pete Favat copywriters Ryan Dean Waite, Roger Baldacci production company Moxie Pictures, Biscuit Filmworks director of broadcast Bill Goodell broadcast producers Carron Pedonti, Amy Favat associate producer Katie Harris directors Martin Granger, Tim Godsall cinematographer Eric Treml editorial company Cosmo Street editors Lawrence Young, Tom Scherma, Dave Waller sound design studio Soundtrack sound designer Mike Secher special effects finishing Brickyard VFX VFX designer Geoff McAuliffe VFX producer Amy Appleton music composer Tonefarmer recording studio Soundtrack audio engineer Mike Secher planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Tia Philips, Steve Masterson

1 (1 of 3)

"Shards O’Glass" CEO: At Shards O’ Glass Freeze Pops, we want you to know where we stand on important glass freeze pop issues. We now agree, there’s no such thing as a safe glass freeze pop. The only proven way to reduce health risks from our glass pops is to not eat them. To learn more, visit our website. Super: shardsoglass.com CEO: And remember, Shards O’ Glass Freeze Pops are for adults only. Super: What if all companies sold products like Big Tobacco. Logo/end frame: truth. sponsored by truth. ©2010 truth

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Public Service Broadcast Campaign

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"Spheres" In this commercial, the Shards O’ Glass Freeze Pops CEO talks about his company’s latest product innovation. Open on the Shards O’ Glass Freeze Pops CEO walking through a public park.

Cut back to the CEO as he shakes a few Spheres out into his hand. We hear broken glass jingling as the box shakes and a small cut on his hand starts to bleed. CEO: …for adult consumers. We cut back out wide as a kid walks into frame.

He walks toward and speaks directly to the camera.

KID: Hey mister, can I have some candy?

SUPER: R. L. Vanderlin, Shards O’ Glass CEO CEO: Adult consumers asked for them and here they are.

CEO: (to kid) No, these aren’t candy. (back to camera) These are for adult consumers in adult consumption situations.

He then stops and holds a Spheres package up in front of the camera.

After an awkward pause, we cut to another close-up of the Spheres package.

CEO: Introducing new Shards O’ Glass Spheres, for adult consumers only.

CEO: (off camera) Please visit shardsoglass.com to learn more.

We push in tight on the packaging, which has a smiley face logo and looks eerily like candy packaging.

SUPER: shardsoglass.com

As the CEO describes the product, we cut to two “shards testers” back at the lab. One reaches into a barrel of broken glass with heavy-duty gloves, smells the glass (like a brewmaster would hops), then nods approvingly.

SUPER: What if all companies sold products like Big Tobacco?

Cut to black screen.

SUPER: truth

CEO: We took the same quality broken glass shards adult consumers have come to expect and put them into these fruity, sweet, melt-in-your-mouth treats… We then cut to a Shards O’ Glass Freeze Pop morphing into a package of Spheres to show the evolution of the product.

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Public Service Broadcast Campaign

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"Recall" Open on the Shards O’ Glass Freeze Pops CEO standing in front of a Shards O’ Glass logo on the wall of a well-appointed boardroom. He speaks directly to camera. Super: R. L. Vanderlin, Shards O’ Glass CEO CEO: Hello. It has come to our attention here at Shards O’ Glass that some of our products are, in fact, addictive and deadly when used correctly. Cut to a shot of glass-ridden Freeze Pops coming down the assembly line. CEO: Therefore, we are shutting down production and calling for an immediate recall of Shards O’ Glass products… We see cuts of the production line stopping, the lights going out, and workers loading boxes of Shards products back into delivery trucks outside a convenience store.

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CEO: …until we can get a better hold on things and provide consumers with a safer line of broken glass-filled products. Cut back to the CEO. CEO: You can learn more about this recall by visiting shardsoglass.com. Super: shardsoglass.com CEO: Thank you. Cut to black screen. Super: Big Tobacco’s products kill someone every 6.5 seconds. Maybe it’s time for a recall. Super: truth


Television – National

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"Application" Open on a muscle-building bodybuilder sitting at a table at Planet Fitness about to fill out an application for membership.

1 gold title Application agency Mullen client Planet Fitness chief creative officer Mark Wenneker group creative directors Brian Tierney, Stephen Mietelski art director Chris Toland copywriter Brian Tierney production company Hungry Man Inc. executive producers Kevin Byrne, Cindy Becker, Dan Duffy director of broadcast Liza Near broadcast producer Mary Donington director Dave Laden editorial company Bikini Edit editor Lawrence Young VFX designer Gina Downing, Brickyard music Soundtrack audio post Soundtrack sound engineer Mike Secher (Soundtrack)

Musclehead: Do I need to put my email address in here? The employee is speechless. Musclehead shrugs and he continues...

Planet Fitness employee slides application across the table to the musclehead.

Musclehead: Bang, bang, bang! Bang, bang, bang, bang, bang, bang, bang! Pow! Bang, pow!

Employee: Uh, just go ahead and fill this out, and we’ll get you started.

Bang, bang, bang, bang, bang, bang, bang, bang!

Musclehead: Sounds great.

SUPER: yours

Musclehead pulls pen cap off of pen and flexes his muscles and pecs.

LOGO: PLANET FITNESS

SUPER: Not his planet

Musclehead: Pow! Boom! Bang, bang, bang, bang! Bang, bang, bang! Bang, bang! Bang, bang! Musclehead looks up from the application nonchalantly.

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Television – National 2 silver title Dreaming agency Arnold Worldwide client McDonald’s chief creative officer Pete Favat executive creative director Roger Baldacci group creative director Chris Edwards creative director Mary Rich associate creative director Pete Shamon art director Allison Hayes copywriter Bryan Karr business affairs Jennifer Wrentmore production company Hungry Man Inc. director of broadcast Bill Goodell broadcast producer Sean Vernaglia associate producer Georgia Madis director Brian Billow editorial company Cosmo Street NY editor Tiffany Bruchard special effects finishing Zero VFX VFX designer Brian Dewes music Blackboard 3 recording studio Soundtrack audio engineer Mike Letourneau project manager David Lee account service Catherine Ellefson, Dan Gross, Meredith Kelly

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"Dreaming" The McRib sandwich has a cult-like following. There are people who would do anything to get their hands on one. They literally dream about the day it will be back on the menu, and they’ll be elbows deep in sauce. But what if that dream was a nightmare? One that put our hero on an emotional roller coaster of dreams within dreams, capped off by a moonwalktaunting co-worker? Now that would be a spot.

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Television – National

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3 (3 of 4)

3 (4 of 4)

"Naughty Librarian"

Woman: I don’t know, what do you think?

Open on a close-up of an attractive, smart looking woman wearing a fashionable pair of black-rimmed glasses. The glasses give her a classic librarian look, as she speaks to the camera in a breathy voice.

MAN: (vigorously shaking his head up and down) Get ‘em!

Woman: You have a lot of late fees, Mister. Maybe someone should teach you to return your library books on time. That’ll be ninety-seven dollars. What? You don’t have ninety-seven dollars? Well, what are we going to do about that?

3 silver title Naughty Librarian agency Arnold Worldwide client Pearle Vision chief creative officer Pete Favat executive creative director Roger Baldacci group creative director Chris Edwards creative director Mary Rich art director Corey Favier copywriter Todd Mitchell business affairs Jennifer Vance production company Hungry Man Inc. director of broadcast Bill Goodell broadcast producer Bill Near associate producers Georgia Madis, Whitney Bogosian director Brian Billow editorial company Bikini Editorial editor Lawrence Young music composers Eric Hillebrecht, Shenandi, Eric Kaye music The Lodge recording studio Soundtrack audio engineer Mike Secher project managers Sara Ford, Erica Krueger human nature Karen Sharp account service Barb Reilly, Victoria Shonkoff, Julia Nawrock

Associate: Get ‘em! Woman: Great. I’ll take these too. Super: Complete pairs. 2 for $179. VO: With these prices you can afford to experiment. New looks. New prices. New Pearle.

Cut out wider to reveal that the woman is actually in a Pearle Vision store, speaking into the mirror. She turns to her husband who’s standing with a Pearle Vision saleswoman.

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Television – National 4 silver title The King Bee agency Arnold Worldwide client Jack Daniel’s chief creative officer Pete Favat group creative director Wade Devers art directors Jeremy Boland, Wade Devers, Allie Hughes copywriter Peter Hughes business affairs Maria Rougvie production company Passion Pictures NYC director of broadcast Bill Goodell producers Billy Near, Bill Goodell, Ben Ouellette director Pete Candeland editor Leo Baker sound design studio The Lodge NYC sound designer Colin special effects finishing Bleed VFX VFX designers Ryan Bradley, Leo Baker VFX producer Aline Ngo music Stone Foxes planners Dan Sarmiento, Ashley Shaffer account team Paul Nelson, Nate Stewart, Shannon Coletti

4 (1 of 5)

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"The King Bee" Music: The Stone Foxes – King Bee Video: We open on a flower in the woods at night. Suddenly, a black and white bee with filigree from the Jack Daniel’s bottle on its appendages and a motorcycle helmet on its head emerges. He takes flight and darts through the moonlit woods. Crashing through flowers and fallen branches, our bee takes aim at a bottle of black label Jack Daniel’s perched on a log. He picks up speed and impacts the bottle. With the bee now submerged in the amber liquid, the bottle transforms into Jack Daniel’s Tennessee Honey. Super: Introducing Jack Daniel’s Tennessee Honey. Fly straight. Drink responsibly. JackHoney.com

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Television – National

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"Shattered" Open on a guy and his wife getting out of a car at a diner. Cut to a large pick-up truck, out of control barreling toward the car. Cut to the couple inside getting coffee when we see the truck smash into the parked car. When the truck makes contact we see the car explode into thousands of pieces. It looks like a shotgun blast made entirely of car parts. The pieces spray apart and tumble forward. As the pieces lose momentum, they assemble into a new car that’s a different color and newer model. The couple then walks toward their new car and gets inside as if nothing happened.

5 silver title Shattered agency Hill Holliday client Liberty Mutual chief creative officer Kevin Moehlenkamp group creative directors Rob Rich, Kevin Daley, David Banta art director Scott Noble copywriter Michael Shaughnessy production company Smuggler executive producers Lisa Rich, Allison Kuntzman broadcast producer Alex Vainstein director Stylewar post production The Mill LA/NY editorial company Bug editor Andre Betz special effects finishing The Mill LA VFX designers Chris Knight, Jamie O’Hara music Human recording studio Soundtrack Boston recording engineer Brian Heidebrecht account director Summer Dembeck

VO: An accident doesn’t have to slow you down. Introducing Better Car Replacement available only with Liberty Mutual auto insurance. If your car is totaled, we give you the money for a car one model year newer. Responsibility. What’s your policy?

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Television – National 6 silver title Read Forever agency Mullen client Barnes & Noble chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino art director Tim Vaccarino copywriter Tim Hanrahan production company The Directors Bureau executive producer Cayce Cole director of broadcast Liza Near broadcast producer Zeke Bowman producer Youree Henley director Mike Mills editorial company Lost Planet editor Greg Flick sound design studio Soundtrack sound designer Mike Secher VFX designers Geoff McAulliffe, Sean McLean, Patrick Poulatian, Jimi Simmons VFX producer Kirsten Anderson music composer Garth Stevenson music Garth Stevenson Music audio engineer Mike Secher audio post Soundtrack

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"Read Forever" Imagery: The spot is composed of wide and tight shots of people reading books and the NOOK Color eReader in everyday situations. The usage of all content and imagery has been approved by the publishers.

I will read. Super: Read Forever

VO:

Super: Nook Color by Barnes & Noble

Till all the books are read and all the pens are put down and everything there is to learn is learned

VO: NOOK Color by Barnes & Noble

till tears are no longer shed and the zingers have all zinged and the irony is all ironed out till the heroes retire and the monsters return to their dens and all the plots are wrapped up till there are no more twists or turns no more guns in drawers no more shaggy dogs till rhymes stop rhyming and pots stop boiling and everyone is happy

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and there is nothing more to say till that day by hook or by crook by book or by NOOK

Legal super: Screen Images simulated. TM & © Dr. Seuss Enterprises, L.P. All Rights Reserved.


Television – National

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7 silver title Rain agency Mullen client FAGE chief creative officer Mark Wenneker group creative directors Brian Tierney, Kevin Grady art director Kevin Grady copywriter Brian Tierney production company Smuggler/PSYOP executive producer Lucia Grillo director of broadcast Liza Near broadcast producer Mary Donington producers Karen O’Brien (Smuggler)/Carol Collins (PSYOP) directors PSYOP, Eben Mears, Lauren Indovina editorial company PSYOP editor Cass Vanini sound design studio Pivot Audio VFX designer PSYOP music composer Guy Amitai audio post Audio Engine audio mix Rob Difondi

"Rain" VO: Plain did fall from sky like rain, to coat the Earth in fruited stain. Plain will never be the same. Super: plain extraordinary

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Television – National 8 silver title Gain agency Mullen client FAGE chief creative officer Mark Wenneker group creative directors Brian Tierney, Kevin Grady art director Kevin Grady copywriter Brian Tierney production company Smuggler/PSYOP executive producer Lucia Grillo director of broadcast Liza Near broadcast producer Mary Donington producers Karen O’Brien (Smuggler)/Carol Collins (PSYOP) directors PSYOP, Eben Mears, Lauren Indovina editorial company PSYOP editor Cass Vanini sound design studio Pivot Audio VFX designer PSYOP music composer Guy Amitai audio post Audio Engine audio mix Rob Difondi

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"Gain" VO: With nothing to lose and the world to gain, plain arched its back and did proclaim, that plain will never be the same. Super: plain extraordinary

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Television – National

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"Lift Things Up"

the gym.

A big musclehead in his little tank top carrying his gallon jug of water is about to get a tour of the Planet Fitness facilities.

Employee: Over here…

Reluctantly, but politely, a Planet Fitness employee starts showing him around.

Musclehead: I lift things up and put them down.

Employee: So, uh, what do you do for a living? Musclehead: (Loud and brainless) I lift things up and put them down.

9 silver title Lift Things Up agency Mullen client Planet Fitness chief creative officer Mark Wenneker group creative directors Brian Tierney, Stephen Mietelski art director Chris Toland copywriter Brian Tierney production company Hungry Man Inc. executive producers Kevin Byrne, Cindy Becker, Dan Duffy director of broadcast Liza Near broadcast producer Mary Donington producer Tom Lowe director Dave Laden editorial company Bikini Edit editor Lawrence Young VFX designers Gina Downing (Brickyard) VFX producer Amy Appleton music Soundtrack audio post Mike Secher (Soundtrack)

The musclehead cuts him off again, and he looks at himself in the mirror... The Planet Fitness guy leads him through a door. Employee: And this is our stretching area. Muffled, from outside we hear musclehead’s voice...

Employee: Excuse me?

Musclehead: I lift things up…

Musclehead: I lift things up and put them down.

The door slams shut.

Employee: Ok, um, here’s the strength circuit….

SUPER: Not his planet

The musclehead cuts him off.

SUPER: yours

Musclehead: I lift things up and put them down.

LOGO: PLANET FITNESS

The musclehead takes a swig from his gallon jug. The Planet Fitness guy guides him to another part of

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Television – National 10 silver title Plain agency Mullen client FAGE chief creative officer Mark Wenneker group creative directors Brian Tierney, Kevin Grady art director Kevin Grady copywriter Brian Tierney production company Smuggler/PSYOP executive producer Lucia Grillo director of broadcast Liza Near broadcast producer Mary Donington producers Karen O’Brien (Smuggler)/ Carol Collins (PSYOP) directors PSYOP, Eben Mears, Lauren Indovina editorial company PSYOP editor Vico Sharabani, El Ohayan sound design studio Pivot Audio VFX designer PSYOP music composer Guy Amitai audio post Audio Engine audio mix Rob Difondi

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"Plain" VO: Plain was the same as it ever was the same. Plainly plain... Samely same... But then...someone lit the flame. Plain rode away on lion’s mane. Where plain met fruits with strangely names. Such wonderful things they did contain. A shot of life to a hunger vein. The captive beast who broke the chain. And there upon that fruited plain, is where plain became what plain became, So much more than more than plain. Plain will never be the same. Super: plain extraordinary

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Television – National

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"Bite"

VO: The simple joy of a quality breakfast.

A woman walks up to sit down next to a man at McDonald’s. She begins speaking offhandedly.

Cut to the woman sitting with her actual boyfriend.

Woman: Egg McMuffin good call…fresh-cracked egg…

Boyfriend: (to the stranger) That’s actually how we met. MCDONALD’S LOGO.

She pulls the lid off her oatmeal and begins to dig in.

Ba, da, ba, ba, ba…I’m lovin’ it.

Woman: Oh, look at all the fruit in here.

VO OPTIONS

She takes a bite of the oatmeal.

VO: …it’s just one of the scrumptious ways McDonald’s helps you feel good about starting your day. The simple joy of wholesome meets delicious.

Woman: Mmm…you gotta try this, honey. She holds a spoonful of oatmeal up to his mouth. At this point she realizes he is not her boyfriend and she’s at the wrong table. The stranger is staring at her. Woman: Oh, you’re not my… As she looks around for her boyfriend, the stranger goes in and takes a bite of her food. Woman: …honey. She places the spoon down on his tray and awkwardly gets up from the table to join her boyfriend who is clearly amused.

11 bronze title Bite agency Arnold Worldwide client McDonald’s chief creative officer Pete Favat executive creative director Roger Baldacci group creative director Chris Edwards creative directors Mary Rich, Pete Shamon art director Emi Morita copywriter Pete Shamon business affairs Jen Wrentmore production company Hungry Man Inc. director of broadcast Bill Goodell producers Sean Vernaglia, Angela Narloch associate producer Whitney Bogosian director Brian Billow editorial company Cosmo Street editor Tiffany Burchard music HiFi Project recording studio Soundtrack audio engineer Mike Secher project manager Brian Fitzgerald account service Catherine Ellefson, Dan Gross, Meredith Kelly

VO: …it’s just one more way to feel good about starting your day at McDonald’s. The simple joy of wholesome meets delicious. VO: …it’s just one of the wholesome ways to start your day at McDonald’s. The simple joy of wholesome meets delicious. VO: …it’s just one more wholesome way to start your day at McDonald’s. The simple joy of wholesome meets delicious.

Stranger: (mouth full of oatmeal) It’s so good. The woman laughs nervously as she backs away.

131


Television – National 12 bronze title Bullfight agency Connelly Partners client Samsonite chief creative officer Steve Connelly creative director Alyssa D’Arienzo Toro associate creative director Nick Bontaites art director Jonah Hulbert copywriter Nick Bontaites production company Moxie Pictures director Will Hyde post production Superfad sound design studio Human account manager Elyse Kelly 12 (1 of 4)

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"Bullfight" VIDEO: Open on a red Samsonite bag in an endless white environment. Camera pivots to reveal a ferocious bull in the distance. A matador’s hand reaches in and grabs the handle. He then spins the luggage to taunt the bull. Zoom in on the bull as he furiously snorts and paws at the ground. The bull bounds forward, charging fiercely toward the matador, who effortlessly and gracefully spins the bag out of the way as if it were a cape. The bull looks back in defeat, and then sulks off in defeat. VO: Samsonite Spinners. Four wheels move exactly where and when you need them to.

132


Television – National

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13 bronze title License Plate agency Hill Holliday client Major League Baseball chief creative officer Lance Jensen group creative directors Tim Cawley, Kevin Daley art director Kevin Daley copywriter Tim Cawley production company MLB Productions director of broadcast Bryan Sweeney broadcast producer Bryan Sweeney producer Chuck Woodard (assistant) director Thom Stukas post production Element Productions editorial company Element Productions editor Kat Baker recording studio Soundtrack Boston recording engineer Brian Heidebrecht account manager Sarah Waskiewicz account director Jen Akins

"License Plate" Open in a roadside knickknack store. Ubaldo Jiménez of the Colorado Rockies enters and goes for the rack of personalized toy license plates. He’s scanning, but doesn’t seem to find what he’s looking for. Fellow Rockies pitcher Jorge de la Rosa enters. JORGE: Ubaldo, c’mon the bus is waiting! Ubaldo shoos him. And turns to the shopkeeper. UBALDO: Do you have any more in the back? ART CARD: Ubaldo Jiménez VO: Ubaldo Jiménez. The epic name behind an epic breakout year. ART CARD: MLB. ALWAYS EPIC.

133


Television – National 14 bronze title Bunny Ears agency Mullen client Planet Fitness chief creative officer Mark Wenneker group creative directors Brian Tierney, Stephen Mietelski art director Chris Toland copywriter Brian Tierney production company Hungry Man Inc. executive producers Kevin Byrne, Cindy Becker, Dan Duffy director of broadcast Liza Near broadcast producer Mary Donington producer Tom Lowe director Dave Laden editorial company Bikini Edit editor Lawrence Young VFX designer Gina Downing Brickyard VFX producer Amy Appleton music Soundtrack audio post Soundtrack sound engineer Mike Secher (Soundtrack)

14 (1 of 4)

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14 (4 of 4)

"Bunny Ears" Open on a medium shot of a musclehead tieing his shoe in the gym locker room. Musclehead: Bunny ear, bunny ear, side by side Round the tree and jump inside Through the hole and pull it tight If you made bunny ears, you did it right Musclehead’s face lights up. He runs outside of the locker room and exclaims to the gym... Musclehead: (overly excited) I made a bunny!!! Woo! SUPER: Not his planet SUPER: yours LOGO: PLANET FITNESS

134


Television – National

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15 bronze title Same agency Mullen client FAGE chief creative officer Mark Wenneker group creative directors Brian Tierney, Kevin Grady art director Kevin Grady copywriter Brian Tierney production company Smuggler/PSYOP executive producer Lucia Grillo director of broadcast Liza Near broadcast producer Mary Donington producers Karen O’Brien (Smuggler)/ Carol Collins (PSYOP) directors PSYOP, Eben Mears, Lauren Indovina editorial company PSYOP editor Cass Vanini sound design studio Pivot Audio VFX designer PSYOP music composer Guy Amitai audio post Audio Engine audio mix Rob Difondi

"Same" VO: From deeply depths in the sea of same, plain broke free from the same old same. Plain will never be the same. Product: 0% Plain Super: plain extraordinary

135


Television – National 16 bronze title Train agency Mullen client FAGE chief creative officer Mark Wenneker group creative directors Brian Tierney, Kevin Grady art director Kevin Grady copywriter Brian Tierney production company Smuggler/PSYOP executive producer Lucia Grillo director of broadcast Liza Near broadcast producer Mary Donington producers Karen O’Brien (Smuggler)/ Carol Collins (PSYOP) directors PSYOP, Eben Mears, Lauren Indovina editorial company PSYOP editor Cass Vanini sound design studio Pivot Audio VFX designer PSYOP music composer Guy Amitai audio post Audio Engine audio mix Rob Difondi

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"Train" VO: With great disdain for the sanely sane, plain ran north on a southbound train. Plain will never be the same. Product: 0% Blueberry-Acai Super: plain extraordinary

136


Television – National 17 merit title Boat agency Hill Holliday client Safeco chief creative officer Kevin Moehlenkamp group creative directors David Banta, Rob Rich art director Karen Hite copywriter Craig Johnson production company Biscuit broadcast producers Bryan Sweeney, Meghan Aufiero, Jim Buckley director Aaron Stoller editorial company Bikini Edit editor Lawrence Young 17 (1 of 4)

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"Boat"

Cut to a graphic mnemonic that turns and says:

Open on an elderly couple sitting in their family room. They appear bored, as if there isn’t much excitement or passion in their lives. They’re talking about their son and his family. The woman addresses the camera, as if she’s being asked to comment on her son’s life.

Home – Auto – Boat Safeco Insurance Do more. An announcer says: To find a local agent, go to Safeco.com.

WOMAN: All they ever talk about is the boat. “We’re going to put the boat in the water. We’re going out on the boat. Hey, when are you going to come with us on the boat?” Her VO continues even as we cut to a shot of the family (themselves included) having fun on the boat. WOMAN (VO): To me it’s a complete waste of time. Cut back to the couple. The husband, who hasn’t said a word the entire time, nods in agreement. WOMAN: I’ve got better things to do. We see 2 supers that read: There are people who don’t understand the way you live. There’s an insurance company that does.

137


Television – National 18 merit title Brian Wilson: Ninjas agency Hill Holliday client Major League Baseball chief creative officer Lance Jensen group creative directors Tim Cawley, Kevin Daley associate creative directors Rick McHugh, Bob Gates art director Bob Gates copywriter Rick McHugh production company HSI executive producer Maddi Carlton director of broadcast Bryan Sweeney broadcast producer Bryan Sweeney producer Chuck Woodard (assistant) director Chris Nelson post production Brickyard VFX editorial company Bubble/Hill Holliday editor Joel Walker recording studio Bubble/Hill Holliday recording engineer Mark Wong account executive Sarah Waskiewicz account director Jen Akins

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"Ninjas" Open on Brian Wilson in a locker room at his locker. He scratches his beard. VO: This is Brian Wilson of the World Champion San Francisco Giants. Join us now, on a journey, inside his beard. The camera zooms in super tight, going inside his beard. Once “inside” his beard we see a bunch of ninjas fighting and performing martial arts moves. VO: To further explore the mysteries inside Brian Wilson’s beard, visit mlbalwaysepic.com. SUPER: MLBALWAYSEPIC.COM LOGO: MLB. ALWAYS EPIC.

138


Television – National

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"Oh Bleep"

VO: Rats…Rats.

Open on a woman sleeping, she suddenly bolts awake, she’s remembered something important.

Cut to a man giving an important presentation, as he cues the slides he finds it is missing.

She swears in frustration. What we hear is the overdub.

Anncr: Leave a file behind? Then you’re in it. Deep.

Woman 1: Oh – (BLEEP)

Man 3: Oh – (BLEEP)

VO: Darn.

VO: Too bad.

Cut to a man eating lunch waiting for the bus. He checks his mobile.

Cut to close-up shots of an iPad connecting to a remote computer using LogMeIn Ignition.

Man 1: Oh – (BLEEP)

Anncr: But, with the LogMeIn Ignition App on your iPad, you can directly control any computer like you’re sitting right in front of it. Plus take files with you. So, with LogMeIn, you can truly work from anywhere.

VO: Shucks. Cut to the interior of a gym, a woman is running on the treadmill when it hits her. Woman 2: Oh – (BLEEP)

Pull out of the device to find a man relaxing by the side of a pool on a business trip.

VO: Shoot.

Man 4: Holy – (BLEEP)

Cut a man in his car banging his head against his steering wheel repeatedly.

VO: Sweet.

Man 2: (BLEEP, BLEEP)

19 merit title Oh Bleep agency LogMeIn, Inc. client LogMeIn associate creative directors Laurie Asmus, Chris Geraghty art director Chris Geraghty copywriter Laurie Asmus production company Caviar Content executive producers Michael Sagol, Keith Dezen producer Todd Makurath director Ben Zloutcha post production Nice Shoes editorial company Editpod Editorial editor Carl McNeal special effects finishing Brickyard VFX music composer Mike Secher music Mike Secher recording studio Soundtrack Boston

Anncr: LogMeIn Ignition, available on the app store.

SFX: Car horn

139


Television – National Campaign 1 gold title Application/Bunny Ears/ Lift Things Up agency Mullen client Planet Fitness chief creative officer Mark Wenneker group creative directors Brian Tierney, Stephen Mietelski art director Chris Toland copywriter Brian Tierney production company Hungry Man Inc. executive producers Kevin Byrne, Cindy Becker, Dan Duffy director of broadcast Liza Near broadcast producer Mary Donington producer Tom Lowe director Dave Laden editorial company Bikini Edit editor Lawrence Young sound design studio Soundtrack sound designer Mike Secher VFX designer Gina Downing, Brickyard VFX producer Amy Appleton music Soundtrack audio post Mike Secher (Soundtrack)

1 (1 of 3)

"Application" Open on a muscle-building bodybuilder sitting at a table at Planet Fitness about to fill out an application for membership.

Musclehead: Bang, bang, bang! Bang, bang, bang bang, bang, bang, bang! Pow! Bang, pow!

Planet Fitness employee slides application across the table to the musclehead.

Bang, bang, bang, bang, bang, bang, bang, bang!

Employee: Uh, just go ahead and fill this out, and we’ll get you started.

SUPER: yours

Musclehead: Sounds great. Musclehead pulls pen cap off of pen and flexes his muscles and pecs. Musclehead: Pow! Boom! Bang, bang, bang, bang! Bang, bang, bang! Bang, bang! Bang, bang! Musclehead looks up from the application nonchalantly. Musclehead: Do I need to put my email address in here?

140

The employee is speechless. Musclehead shrugs and he continues...

SUPER: Not his planet LOGO: PLANET FITNESS


Television – National Campaign

1 (2 of 3)

"Bunny Ears" Open on a medium shot of a musclehead tieing his shoe in the gym locker room. Musclehead: Bunny ear, bunny ear, side by side Round the tree and jump inside Through the hole and pull it tight If you made bunny ears, you did it right Musclehead’s face lights up. He runs outside of the locker room and exclaims to the gym... Musclehead: (overly excited) I made a bunny!!! Woo! SUPER: Not his planet SUPER: yours LOGO: PLANET FITNESS

141


Television – National Campaign

1 (3 of 3)

"Lift Things Up" A big musclehead in his little tank top carrying his gallon jug of water is about to get a tour of the Planet Fitness facilities. Reluctantly, but politely, a Planet Fitness employee starts showing him around.

Employee: Over here…. The musclehead cuts him off again, and he looks at himself in the mirror... Musclehead: I lift things up and put them down.

Employee: So, uh, what do you do for a living?

The Planet Fitness guy leads him through a door.

Musclehead: (Loud and brainless) I lift things up and put them down.

Employee: And this is our stretching area.

Employee: Excuse me? Musclehead: I lift things up and put them down. Employee: Ok, um, here’s the strength circuit…. The musclehead cuts him off. Musclehead: I lift things up and put them down. The musclehead takes a swig from his gallon jug.

142

The Planet Fitness guy guides him to another part of the gym.

Muffled, from outside we hear musclehead’s voice... Musclehead: I lift things up… The door slams shut. SUPER: Not his planet SUPER: yours LOGO: PLANET FITNESS


Television – National Campaign 2 silver title Train/Same/Rain/Plain/Gain agency Mullen client FAGE chief creative officer Mark Wenneker group creative directors Brian Tierney, Kevin Grady art director Kevin Grady copywriter Brian Tierney production company Smuggler/PSYOP executive producer Lucia Grillo director of broadcast Liza Near broadcast producer Mary Donington producers Karen O’Brien (Smuggler)/ Carol Collins (PSYOP) directors PSYOP, Eben Mears, Lauren Indovina editorial company PSYOP editors Vico Sharabani, El Ohayan sound design studio Pivot Audio VFX designer PSYOP music composer Guy Amitai audio post Audio Engine sound engineer Rob Difondi

2 (1 of 5)

"Train" VO: With great disdain for the sanely sane, plain ran north on a southbound train. Plain will never be the same. Product: 0% Blueberry-Acai Super: plain extraordinary

143


Television – National Campaign

2 (2 of 5)

"Same" VO: From deeply depths in the sea of same, plain broke free from the same old same. Plain will never be the same. Product: 0% Plain Super: plain extraordinary

144


Television – National Campaign

2 (3 of 5)

"Rain" VO: Plain did fall from sky like rain, to coat the Earth in fruited stain. Plain will never be the same. Super: plain extraordinary

145


Television – National Campaign

2 (4 of 5)

"Plain" VO: Plain was the same as it ever was the same. Plainly plain... Samely same... But then...someone lit the flame. Plain rode away on lion’s mane. Where plain met fruits with strangely names. Such wonderful things they did contain. A shot of life to a hunger vein. The captive beast who broke the chain. And there upon that fruited plain, is where plain became what plain became, So much more that more that plain. Plain will never be the same. Super: plain extraordinary

146


Television – National Campaign

2 (5 of 5)

"Gain" VO: With nothing to lose and the world to gain, plain arched its back and did proclaim, that plain will never be the same. Super: plain extraordinary

147


Television – National Campaign 3 merit title Carnival/Distance/License Plate agency Hill Holliday client Major League Baseball chief creative officer Lance Jensen group creative directors Tim Cawley, Kevin Daley associate creative directors Rick McHugh, Bob Gates art directors Bob Gates, Kevin Daley copywriters Tim Cawley, Rick McHugh production company MLB Productions director of broadcast Bryan Sweeney broadcast producer Bryan Sweeney producer Chuck Woodard (assistant) director Thom Stukas post production Element Productions editorial company Element Productions editor Kat Baker recording studio Soundtrack Boston recording engineer Brian Heidebrecht account executive Sarah Waskiewicz account director Jen Akins

3 (1 of 3)

"Carnival" Open on a county fair. We’re at the booth with the milk jug pitching game. A teenage kid working the booth is giving some guys a hard time for missing the milk jugs. Kid: Oooh, better luck next time…guy. Seattle Mariners pitcher, Felix Hernandez, walks up and plunks down a dollar. Hernandez: I got a dollar. I’ll give it a shot. The kid gulps, he’s knows what’s about to go down. Hernandez throws. Milk jugs topple. Cut to Felix with a teddy bear. He plunks down another dollar. Cut to Felix, now with a small mountain of plush toys in front of him. He’s clearing the place out. The teenager is none too happy that he’s giving away all his big teddy bears. Felix holds up another dollar. The teenager unplugs the lights to the booth. Kid: Sorry, pal. We’re closed. ART CARD: Felix Hernandez VO: Felix Hernandez. A man with an epic arm. ART CARD: MLB. ALWAYS EPIC.

148


Television – National Campaign

3 (2 of 3)

"Distance" Open on Prince Fielder of the Milwaukee Brewers at batting practice. He crushes one and it heads over the right field wall of Miller Park. Cut to a kid in the stands watching BP.

from behind him, smoking from re-entry into the atmosphere. Brewers pitcher Yovani Gallardo is by the side of the batting cage. Prince: Guess I got all of that one. Gallardo: Uh huh!

Kid: He got all of that one!

VO: Prince Fielder. Epic. Power. Hitter.

Cut to two Scottish guys in kilts with bagpipes, looking up, their heads turning slightly left-to-right.

ART CARD: MLB. ALWAYS EPIC.

Scottish guys (with accents): He got all of that one! Cut to a Mongolian farmer in the desert, with his goat, staring up into the sky. Mongolian farmer (with accent/subtitled): He got all of that one! Cut to a couple of Hawaiian hula dancers, looking up, their heads turning slightly left-to-right. Hula dancers: He got all of that one! Cut back to Prince at BP. The ball bounces into frame

149


Television – National Campaign

3 (3 of 3)

"License Plate" Open in a roadside knickknack store. Ubaldo Jiménez of the Colorado Rockies enters and goes for the rack of personalized toy license plates. He’s scanning, but doesn’t seem to find what he’s looking for. Fellow Rockies pitcher Jorge de la Rosa enters. JORGE: Ubaldo, c’mon the bus is waiting! Ubaldo shoos him. And turns to the shopkeeper. UBALDO: Do you have any more in the back? ART CARD: Ubaldo Jiménez VO: Ubaldo Jiménez. The epic name behind an epic breakout year. ART CARD: MLB. ALWAYS EPIC.

150


Television – Regional

1 (1 of 4)

1 (2 of 4)

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1 (4 of 4)

"Cab Jam"

Do you want to see how much legroom there is?

Passenger 1: Hi.

Cut to next passenger.

Cab driver: Hi.

Passenger 7: I’m hot, I’m cramped and we haven’t even left yet.

Passenger 1: 23rd and 3rd, please. Cab driver: (slowly) 23rd and 3rd. Cut to passenger 2 entering the cab. Passenger 2: 57th and Madison.

Cab driver: You might be more comfortable if you moved the seat to the upright position. Cut to next passenger.

Cab driver: OK.

Passenger 6: Can you move the seat up? You’re hurting my legs.

Cut to passenger 3.

Cut to next passenger.

Passenger 3: I have to go to Penn Station.

Passenger 3: My legs are right here, sir.

Cab driver: OK.

Cut to next passenger.

The cab driver grunts as he adjusts his seat. The camera pans to passenger 3 as she watches with alarm as her legroom quickly disappears.

Passenger 8: Can you move your chair forward? Can you move this forward?

Montage of passengers looking nervous/confused as the cab driver adjusts his seat. Passenger 4: The chair is pushing against my legs. Passenger 5: A little further up would be good. Cut to the cab driver responding to a different customer. Cab driver: You have a standard amount of legroom, sir. Passenger 6: No, I’m 6’ 3”, I need more legroom. Cab driver: It’s only a short trip. How much space do you need?

1 gold title Cab Jam agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino, Jamie Ferreira art directors Tim Vaccarino, Jamie Ferreira copywriter Dave Weist production company Smuggler executive producer Lisa Rich director of broadcast Liza Near broadcast producer Zeke Bowman producer Mark Hankey director Henry-Alex Rubin editorial company ps260 editors JJ Lask, Maury Loeb, Robert Ryang VFX designers Geoff McAuliffe, Dave Waller, Robin Hobart, Jimi Simmons VFX producer Kirsten Andersen music composer Gioachino Rossini music Extreme Music audio post Soundtrack sound engineers Mike Secher (Soundtrack) animator/editor Robin Rhodes

Cut to next passenger. Passenger 9: I’ve never gotten into a cab and been treated this way. Cut to next passenger. Passenger 1: Open the door. Open the door. Cut to next passenger. Passenger 2: I can’t do this. I’m sorry. COPY: If you wouldn’t take it on the ground, don’t take it in the air. END CARD 1: Enjoy the most legroom in coach.

Cut to passenger 4 responding to the driver.

LEGAL: Based on the average fleet-wide seat pitch of the U.S. airlines.

Passenger 4: Do you want to come look at the back?

END CARD 2: JetBlue. You Above All.

151


Television – Regional 2 silver title Gate Counter agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino associate creative director Paul Sincoff art director Tim Vaccarino copywriter Paul Sincoff production company Arts & Sciences executive producer Marc Marrie director of broadcast Liza Near broadcast producer Zeke Bowman director Matt Aselton editorial company ps260 editor JJ Lask VFX designers Gina Downing, Sean McLean, Geoff McAuliffe, Nick Zagami, Brickyard VFX VFX producer Kirsten Andersen music Dr. Bombay audio post Soundtrack audio mix Mike Secher (Soundtrack)

2 (1 of 4)

2 (2 of 4)

2 (3 of 4)

2 (4 of 4)

"Gate Counter"

Mr. Nonstop: Kidding.

Open on Mr. Nonstop at the gate counter. He talks to camera as a crewmember works the computer next to him.

The passengers quickly lower the handles of their bags. Mr. Nonstop braces the ticket counter in anticipation of the crewmember’s disapproval.

Mr. Nonstop: Remember me, Mr. Nonstop, the guy who can’t stop won’t stop don’t cage me don’t fence me in don’t hold me back and don’t cut me short. Also don’t call me short I’m sensitive about my height. But not my weight I look good for a thirty-five-yearold. (cut to startled looking crewmember) I also feel good but not because of that because I finally found an airline that moves like me, one speed, top speed nonstop to Chicago, L.A., Newark, DC, Baltimore, San Fran, Vegas, Charlotte, Raleigh, Phoenix and Buffalo. That’s a lot of cities but for a guy like me it’s pretty sweet. I fly JetBlue so much I feel like I work here.

END CARD 1: Jacksonville, St. Maarten, Santiago, Las Vegas, Bermuda, San Jose, Nassau, Portland, Cancún, Tampa, New Orleans, Buffalo, Newark, Austin, Turks & Caicos, Fort Lauderdale, Baltimore, Richmond, Orlando, Oakland, Santo Domingo, Long Beach, Washington D.C., Denver, Punta Cana, Phoenix, New York, Seattle, Raleigh, Chicago, Sarasota, Pittsburgh, San Juan, Fort Myers, San Francisco, San Diego, Charlotte, Los Angeles, West Palm Beach, Aruba, Montego Bay.

He leans in and grabs the desk microphone.

END CARD 3: JetBlue. You Above All. jetblue.com

Mr. Nonstop: Flight 407 nonstop to Phoenix now boarding— Cut to a group of passengers waiting in the terminal. As Mr. Nonstop’s announcement blares across the speakers, they all expectantly raise the handles of their rolling bags in unison.

152

END CARD 2: The most nonstop destinations out of Boston.


Television – Regional

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3 silver title People Mover agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino associate creative director Paul Sincoff art director Tim Vaccarino copywriter Paul Sincoff production company Arts & Sciences executive producer Marc Marrie director of broadcast Liza Near broadcast producer Zeke Bowman director Matt Aselton editorial company ps260 editor JJ Lask VFX designers Gina Downing, Sean McLean, Geoff McAuliffe, Nick Zagami, Brickyard VFX VFX producer Kirsten Andersen music Dr. Bombay audio post Soundtrack audio mix Mike Secher (Soundtrack)

"People Mover" Open on Mr. Nonstop moving at a snail’s pace on an airport people-mover. In the foreground, people not even on the mover move faster than he does. Mr. Nonstop: Mr. Nonstop here flying JetBlue my favorite nonstop airline because just like me they don’t stop. They couldn’t stop if they would stop they wouldn’t stop if they could stop. Where do they fly? Chicago, L.A., Newark, DC, Baltimore, San Fran, Vegas, Charlotte, Raleigh, Phoenix, Buffalo, Aguadilla, Anchorage, Aruba, Austin, Barbados, Bermuda, Bogota, Boston, Burbank, Burlington, Cancún, Denver, Fort Myers… END CARD: JetBlue. You Above All. jetblue.com

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Television – Regional 4 silver title Middle Seat agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino associate creative director Paul Sincoff art director Tim Vaccarino copywriter Paul Sincoff production company Arts & Sciences executive producer Marc Marrie director of broadcast Liza Near broadcast producer Zeke Bowman director Matt Aselton editorial company ps260 editor JJ Lask VFX designers Gina Downing, Sean McLean, Geoff McAuliffe, Nick Zagami, Brickyard VFX VFX producer Kirsten Andersen music Dr. Bombay audio post Soundtrack audio mix Mike Secher (Soundtrack)

4 (1 of 4)

4 (2 of 4)

4 (3 of 4)

4 (4 of 4)

"Middle Seat"

Mr. Nonstop: Old school I love it, I want it, I need it.

Open on Mr. Nonstop sitting in a JetBlue middle seat between two other business travelers. He talks to camera as his fellow travelers cast him sideways glances.

END CARD 1: Jacksonville, St. Maarten, Santiago, Las Vegas, Bermuda, San Jose, Nassau, Portland, Cancún, Tampa, New Orleans, Buffalo, Newark, Austin, Turks & Caicos, Fort Lauderdale, Baltimore, Richmond, Orlando, Oakland, Santo Domingo, Long Beach, Washington D.C., Denver, Punta Cana, Phoenix, New York, Seattle, Raleigh, Chicago, Sarasota, Pittsburgh, San Juan, Fort Myers, San Francisco, San Diego, Charlotte, Los Angeles, West Palm Beach, Aruba, Montego Bay.

Mr. Nonstop: Hey, it’s me again the guy who can’t stop won’t stop on a comfie leather seat with lots of legroom and free DIRECTV®* not to mention all the snacks I can eat and boy can I eat a lot of snacks. Let’s hear it for snacks! (he goes to give the guy next to him a high-five but gets no response) High-five? Low-five? Medium-five? No five. Doesn’t matter you can’t stop me that’s why they call me Mr. Nonstop that’s why I fly JetBlue because they don’t stop they’re nonstop to cities I do business with like Chicago, L.A., Newark, DC, Baltimore, San Fran, Vegas, Charlotte, Raleigh, Phoenix and Buffalo. Hey what happens in Buffalo stays in Buffalo am I right? Up top! (turns to the guy on his other side) High-five? Not a high-fiver either. Nobody high-fives anymore. The JetBlue flight attendant walks by and high-fives him.

154

END CARD 2: The most nonstop destinations out of Boston. END CARD 3: JetBlue. You Above All. jetblue.com LEGAL: DIRECTV® service is available on flights in the continental U.S. only.


Television – Regional

5 (1 of 4)

5 (2 of 4)

5 (3 of 4)

5 (4 of 4)

"Princess"

Cumberland Farms gas pumps.

Video: A man is putting gas into his car at the Cumberland Farms gas pump. He is holding a cup of Farmhouse Blend. He takes his first sip, and a dreamy look comes over his face.

Rumpelstiltskin: Lorraine!! Get in the truck. The kid’s party’s in ten minutes.

Cut to: A beautiful fairy princess walks up to him. She is leading behind her a beautiful white pony with shimmering silver braids in its mane. The princess is also holding a cup of Farmhouse Blend. Princess: Hello there.

Cut to: The princess loads the white pony into the back of a horse trailer. On the side of the trailer is a sign advertising “PrincessParty.com.” Our guy has been shaken out of his dream state. He takes another great sip of Farmhouse Blend.

Guy: Hi.

Cut to: Great coffee pour.

Princess: Isn’t this Farmhouse Blend coffee the most amazing thing ever?

VO: You’re not dreaming. Cumberland Farms Farmhouse Blend really is that delicious, and it really is only 99 cents any size.

Guy: (somewhat dazed) …Yeah.

5 bronze title Princess agency Full Contact Advertising client Cumberland Farms creative directors Marty Donohue, Tim Foley art director Tim Foley copywriter Marty Donohue production company Locksmith executive producer Stephen McDonald broadcast producer Scott Doggett producer Richard Berman associate producer Jonathan Braun director Benjamin Blank cinematographer David Lanzenberg editorial company Edit Bar editor Peter Barstis sound design studio SweetSound sound designer Rick Sweetser music Starlite Radio

Princess: (Breaks princess character) I’m coming, Frank!! (to our guy) Looks like we’re outta here.

Princess: And it’s only 99 cents any size. Video: A long-bearded, impish looking man dressed as Rumpelstiltskin, comes around one of the

155


Television – Regional Campaign 1 silver title Middle Seat/Gate Counter/ People Mover agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino associate creative director Paul Sincoff art director Tim Vaccarino copywriter Paul Sincoff production company Arts & Sciences executive producer Marc Marrie director of broadcast Liza Near broadcast producer Zeke Bowman director Matt Aselton editorial company ps260 editor JJ Lask VFX designers Gina Downing, Sean McLean, Geoff McAuliffe, Nick Zagami, Brickyard VFX VFX producer Kirsten Andersen music Dr. Bombay audio post Soundtrack audio mix Mike Secher (Soundtrack)

1 (1 of 3)

"Middle Seat"

Mr. Nonstop: Old school I love it, I want it, I need it.

Open on Mr. Nonstop sitting in a JetBlue middle seat between two other business travelers. He talks to camera as his fellow travelers cast him sideways glances.

END CARD 1: Jacksonville, St. Maarten, Santiago, Las Vegas, Bermuda, San Jose, Nassau, Portland, Cancún, Tampa, New Orleans, Buffalo, Newark, Austin, Turks & Caicos, Fort Lauderdale, Baltimore, Richmond, Orlando, Oakland, Santo Domingo, Long Beach, Washington D.C., Denver, Punta Cana, Phoenix, New York, Seattle, Raleigh, Chicago, Sarasota, Pittsburgh, San Juan, Fort Myers, San Francisco, San Diego, Charlotte, Los Angeles, West Palm Beach, Aruba, Montego Bay.

Mr. Nonstop: Hey, it’s me again the guy who can’t stop won’t stop on a comfie leather seat with lots of legroom and free DIRECTV®* not to mention all the snacks I can eat and boy can I eat a lot of snacks. Let’s hear it for snacks! (he goes to give the guy next to him a high-five but gets no response) High-five? Low-five? Medium-five? No five. Doesn’t matter you can’t stop me that’s why they call me Mr. Nonstop that’s why I fly JetBlue because they don’t stop they’re nonstop to cities I do business with like Chicago, L.A., Newark, DC, Baltimore, San Fran, Vegas, Charlotte, Raleigh, Phoenix and Buffalo. Hey what happens in Buffalo stays in Buffalo am I right? Up top! (turns to the guy on his other side) High-five? Not a high-fiver either. Nobody high-fives anymore. The JetBlue flight attendant walks by and high-fives him.

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END CARD 2: The most nonstop destinations out of Boston. END CARD 3: JetBlue. You Above All. jetblue.com LEGAL: DIRECTV® service is available on flights in the continental U.S. only.


Television – Regional Campaign

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"Gate Counter"

Mr. Nonstop: Kidding.

Open on Mr. Nonstop at the gate counter. He talks to camera as a crewmember works the computer next to him.

The passengers quickly lower the handles of their bags. Mr. Nonstop braces the ticket counter in anticipation of the crewmember’s disapproval.

Mr. Nonstop: Remember me, Mr. Nonstop, the guy who can’t stop won’t stop don’t cage me don’t fence me in don’t hold me back and don’t cut me short. Also don’t call me short I’m sensitive about my height. But not my weight I look good for a thirty-five-yearold. (cut to startled looking crewmember) I also feel good but not because of that because I finally found an airline that moves like me, one speed, top speed nonstop to Chicago, L.A., Newark, DC, Baltimore, San Fran, Vegas, Charlotte, Raleigh, Phoenix and Buffalo. That’s a lot of cities but for a guy like me it’s pretty sweet. I fly JetBlue so much I feel like I work here.

END CARD 1: Jacksonville, St. Maarten, Santiago, Las Vegas, Bermuda, San Jose, Nassau, Portland, Cancún, Tampa, New Orleans, Buffalo, Newark, Austin, Turks & Caicos, Fort Lauderdale, Baltimore, Richmond, Orlando, Oakland, Santo Domingo, Long Beach, Washington D.C., Denver, Punta Cana, Phoenix, New York, Seattle, Raleigh, Chicago, Sarasota, Pittsburgh, San Juan, Fort Myers, San Francisco, San Diego, Charlotte, Los Angeles, West Palm Beach, Aruba, Montego Bay.

He leans in and grabs the desk microphone.

END CARD 3: JetBlue. You Above All. jetblue.com

END CARD 2: The most nonstop destinations out of Boston.

Mr. Nonstop: Flight 407 nonstop to Phoenix now boarding— Cut to a group of passengers waiting in the terminal. As Mr. Nonstop’s announcement blares across the speakers, they all expectantly raise the handles of their rolling bags in unison.

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Television – Regional Campaign

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"People Mover" Open on Mr. Nonstop moving at a snail’s pace on an airport people-mover. In the foreground, people not even on the mover move faster than he does. Mr. Nonstop: Mr. Nonstop here flying JetBlue my favorite nonstop airline because just like me they don’t stop. They couldn’t stop if they would stop they wouldn’t stop if they could stop. Where do they fly? Chicago, L.A., Newark, DC, Baltimore, San Fran, Vegas, Charlotte, Raleigh, Phoenix, Buffalo, Aguadilla, Anchorage, Aruba, Austin, Barbados, Bermuda, Bogota, Boston, Burbank, Burlington, Cancún, Denver, Fort Myers… END CARD: JetBlue. You Above All. jetblue.com

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Television – Regional Campaign 2 bronze title Healthy Living Truisms agency Connelly Partners client Tufts Health Plan chief creative officer Steve Connelly executive creative director Alyssa D’Arienzo Toro art director Jonah Hulbert copywriter Natasha O’Rourke illustrator Hero 4 Hire production company Caviar executive producer Michael Sagol producer Brian Smith director Patrick Sherman post production Finish Post editor Pete Warren special effects finishing Tim Montgomery recording studio Soundtrack audio engineer Brian Heidebrecht account managers Veronica Alcaro, Sarah Lewis account director Dana Wantman

2 (1 of 3)

"Excuses" Woman: HeyMan: Hey! Woman: Did you work out today? Man: No, the uh playoffs, did you? Woman: No, I forgot my sneakers. Man: Presentation. Woman: Forgot my ponytail holder. Man: I don’t think I need it today! Woman: So did you go… Man: No. Man: (sing) Too tired! Woman: I missed the cat! Man: Wednesdays are weird. Woman: My mom called. Man: Oh, that’s a day right there. Super: There’s always an excuse to not work out. Announcer: No one said living healthy was easy. At Tufts Health Plan, we know a healthier you is a work in progress, and we’re here to help you every step of the way. Super: Tufts Health Plan. No one does more to keep you healthy.

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Television – Regional Campaign

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"Pharmacist" Woman: This feels like strep throat! Man: Hang on, I’m sure I’ve got something here. Try these, or maybe…these. Woman: Do I take these before or after I eat? Man: During? I would take those during. Ooh…after. Super: Everyone likes to think they’re a doctor. Announcer: A reminder to only take medications prescribed to you and to always carefully dispose of outdated medicine. Super: Tufts Health Plan CVS Caremark Announcer: Tufts Health Plan and CVS Caremark, working together to keep you healthy. Man: Don’t take those, they’re for the cat.

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Television – Regional Campaign

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"Sunscreen"

Woman: Ooh!

Woman: Hey! How was it?

Super: Sometimes we forget to protect our skin.

Man: Awesome. Man: Oh yeah, all over.

Announcer: No one said living healthy was easy. At Tufts Health Plan, we know a healthier you is a work in progress, and we’re here to help you every step of the way.

Woman: Oh…yah? What SPF?

Super: Tufts Health Plan.

Man: Uhhhh…twenty…nine?

No one does more to keep you healthy.

Woman: You put on sunblock?

Kid: Daddy! Man: Hey…AH!

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Television – Regional Campaign "Slob"

3 merit title Slob, Swirly, Woods agency Mullen client Boston Bruins chief creative officer Mark Wenneker group creative director Jamie Ferreira creative director Jesse Blatz art director Jesse Blatz copywriter Brian Tierney production company HSI Productions executive producer Michael McQuhae director of broadcast Liza Near broadcast producer Zeke Bowman producers Mark Hankey, Saki Fenderson director Ryan Ebner editorial company Cutting Room Films editor John Piccolo sound design studio Soundtrack sound designer Mike Secher VFX designers Jimi Simmons, Gina Downing, Peter Bullis, Brickyard VFX

Open on a guy in a white Bruins jersey at the condiment counter outside a Bruins concession stand. He is a complete slob. He squirts some ketchup and mustard on his hot dog. It sprays all over his jersey, but he just rubs it in. As he looks up, the Bruins bear is standing right in front of him holding a fire hose. Uh oh. He switches on the water and blasts the guy. Super: Respect the jersey 3 (1 of 3)

"Swirly" Open on a line for the men’s room at a Bruins game. A guy in the line that stretches out the door suddenly decides to go in the “out” door—basically cutting in front of everyone. He grabs a urinal and proceeds to do his business.

LOGO: BRUINS HOCKEY RULES

holding the guy up by the ankles as he gives him a welldeserved swirly. SFX: (flush) Super: OBEY THE RESTROOM CODE LOGO: BRUINS HOCKEY RULES

Suddenly, a brown furry paw lands on his shoulder. It startles him. He cautiously turns his head and looks up to see the mighty Bruins bear. Jump cut to a shot of one of the stalls with the door closed. All we see is the bear’s paws

3 (2 of 3)

"Woods" Open on two fans washing their hands in the men’s room at a Bruins game. We hear the flush of a toilet. A stall door opens and the Bruins bear walks out. The two guys at the sink watch, a bit amazed, as the bear walks out of the restroom (a piece of toilet paper still stuck to his foot). Guy 1: Huh…so…NOT in the woods… Guy 2: (shaking his head) Yeah…not in the woods… 3 (1 of 3)

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Super: The Bear is Back LOGO: BOSTON BRUINS PLAYOFFS


Television – Under $50,000 Production Budget – Single Entry

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1 bronze title We Won’t Rest – Youkilis agency Conover Tuttle Pace client The Boston Red Sox executive creative director Grant Pace creative directors Mark Bappe, Jay Courtney art director Mark Bappe copywriters Grant Pace, Jeff Marois production company Picture Park broadcast producer Lana Barkhordarian Burstein director John Huet editorial company Cutting Room Films editor Chris Hellman sound designer Chris Hellman special effects finishing Josh Williams, Light of Day audio mix Cutting Room Films

"We Won’t Rest – Youkilis" Open outside Fenway, late on a winter night. Snow is falling. Empty clubhouse. SFX: Game calls, Youkilis 2-0. Youk: Let the ball get deep. Let the ball get deep. SFX: Cracks of a bat. SFX: It’s 2-2, Kevin Youkilis Youk: Get ‘em over, get ‘em in. Cut to batting cage inside. SFX: Cracks of a bat. Camera finds Youkilis taking batting practice. Close-up of Youkilis before he swings. He looks focused. We hear his voice, in his head. Serious. Intense. Youk: Man on second, stay back, easy, drop ‘em in. He swings, makes contact. Crushes another, and another, and another. Pauses to wipe sweat. Super: We won’t rest until order has been restored. SOX LOGO AND URL

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Television – Under $50,000 Production Budget – Single Entry 2 merit title Swirly agency Mullen client Boston Bruins chief creative officer Mark Wenneker group creative director Jamie Ferreira creative directors Brian Tierney, Jesse Blatz art director Jesse Blatz copywriter Brian Tierney production company HSI Productions executive producer Michael McQuhae director of broadcast Liza Near broadcast producer Zeke Bowman producers Mark Hankey, Saki Fenderson director Ryan Ebner editorial company Cutting Room Films editor John Piccolo sound design studio Soundtrack sound designer Mike Secher

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"Swirly" Open on a line for the men’s room at a Bruins game. A guy in the line that stretches out the door suddenly decides to go in the “out” door— basically cutting in front of everyone. He grabs a urinal and proceeds to do his business. Suddenly, a brown furry paw lands on his shoulder. It startles him. He cautiously turns his head and looks up to see the mighty Bruins bear. Jump cut to a shot of one of the stalls with the door closed. All we see is the bear’s paws holding the guy up by the ankles as he gives him a well-deserved swirly. SFX: (flush) Super: OBEY THE RESTROOM CODE LOGO: BRUINS HOCKEY RULES

164


Best Spot for Superbudget under $15,000 Single Entry

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1 merit title Charge agency Conover Tuttle Pace client Eastern Bank executive creative director Grant Pace creative directors Mark Bappe, Jay Courtney art directors Mark Bappe, Susan Schneider copywriter Mark Bappe broadcast producer Lana Barkhordarian Burstein post production National Boston Studios special effects finishing Adam Payne, National Boston Studios VFX designers Vinnie Fugere, Lemonade and Mint music Jack Bradley, Hi-Fi audio mix Tom Love, Rumblestrip animators/editors Vinnie Fugere, Lemonade and Mint account executive Selena Jagudaev account director Alison McCarthy

"Charge" Open on a set of bleachers. We see silhouettes of fans sitting in their seats. SFX: Organ charge SFX: Crickets chirping The fans are silent and motionless. SUPER: Sometimes, no charges are better. Cut to fans jumping up and down and cheering. SUPER: No hidden fees or charges. That’s Eastern Free Checking. MUSIC: Anthem music begins Transition to Eastern Bank Collage Logo SUPER: Find out what we’re made of at easternbank.com

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Best Spot for Superbudget under $15,000 Single Entry 2 merit title Home agency Conover Tuttle Pace client Eastern Bank executive creative director Grant Pace creative directors Mark Bappe, Jay Courtney art directors Mark Bappe, Susan Schneider, Jessica Ruggieri copywriter Jeff Marois broadcast producer Lana Barkhordarian Burstein post production Adam Payne, National Boston Studios VFX designers Vinnie Fugere, Lemonade and Mint music Jack Bradley, Hi-Fi audio mix Tom Love, Rumblestrip

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"Home" Open on home plate with dust on it. Brush enters frame to sweep off dust and reveals that the plate is the shape of a house. SFX: Brisk sweeping Super: Time for that new addition? Music: Anthem music goes up Super: Talk to us about a Home Equity Line today. Transition to Eastern Bank logo Super: Banking. InvestmentS. Insurance. easternbank.com

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Best Spot for Superbudget under $15,000 Campaign

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1 merit title Boston Red Sox Player Thank Yous agency The Boston Red Sox client The Boston Red Sox chief creative officer Keith Macri executive creative director Keith Macri group creative director Keith Macri creative director Keith Macri associate creative director Tim Heintzelman art director Keith Macri copywriters Keith Macri, Tim Heintzelman producers Keith Macri, Tim Heintzelman director Keith Macri editor Keith Macri music composer Harold Shawn

"David Ortiz Thank You"

"Kevin Youkilis Thank You"

"Clay Buchholz Thank You"

Open: David Ortiz is standing for the national anthem. It is a moment before the game for him to think and reflect. We hear David Ortiz’s voice over as if it’s what he’s thinking.

Open: Kevin Youkilis is perched on the dugout, the empty stadium behind him, reflecting on the past season. We hear Youkilis voiceover as if this is what he’s thinking.

Open: Clay Buchholz is sitting in the Red Sox clubhouse, ball and glove in hand, ready to take the mound. We hear Clay Buchholz voiceover as if this is what he’s thinking.

David VO: It’s simple...why I play this game.

Youkilis VO: It’s never enough...I’m never satisfied.

Buchholz: I know a place that’s not for everyone.

Cut to: A series of quick cuts of black and white, high contrast shots of Youkilis playing baseball. These images show how gritty a player he is.

Cut to: A series of quick cuts of black and white, high contrast shots of Buchholz playing baseball. These images show what it’s like for Clay to pitch at Fenway.

Cut back to: Youkilis standing at the top of the dugout.

Cut back to: Buchholz in the clubhouse.

Youkilis VO: What some see as the end...

Cut back to: Black and white shots of the atmosphere that surrounds Clay when he pitches.

Cut to: A series of quick cuts of black and white, high contrast shots of Ortiz playing baseball. These images show his passion for the game. Cut back to: Ortiz still standing during national anthem. David VO: It’s more than recognition. Cut to: More black and white shots showcasing Ortiz’s desire. Cut back to: Ortiz still standing during national anthem. David VO: It’s bigger than fame. Cut back to: Black and white shots of Ortiz’s hunger. Cut back to: Ortiz still standing during national anthem. David VO: It’s greater than me. Cut back to: Black and white shots of Ortiz’s power Cut back to: Ortiz still standing during national anthem. David: I play this game...for you. Cut to: Now we see black and white shots of Ortiz’s success that he has dedicated to the fans. Cut back to: Ortiz as the national anthem ends. He takes a breath and looks right in to the camera and walks away to start his game. Fade in: Backend graphic: It reads, “Thank You, Red Sox Nation” with an autograph from David Ortiz. End

Cut to: Black and white shots of Youkilis struggling and his season ending in injury.

Buchholz: The lights shine brighter...

Cut back to: Youkilis standing at the top of the dugout.

Cut back to: Buchholz in the clubhouse.

Youkilis VO: I see as the beginning.

Cut back to: Black and white shots of the pressure that builds when pitching at Fenway Park.

Cut back to: Black and white shots of Youkilis and his determination to get better.

Buchholz: And the pressure looms larger...

Cut back to: Youkilis standing at the top of the dugout.

Cut back to: Buchholz in the clubhouse.

Youkilis VO: We will be back...

Cut to: Black and white shots of Buchholz pitching.

Cut back to: Black and white shots of Youkilis showing his heart. Cut back to: Youkilis standing at the top of the dugout. Youkilis VO: I will be back...for you. Cut to: Now we see black and white shots of Youkilis’s success that he has dedicated to the fans. Cut back to: Youkilis standing at the top of the dugout. He takes a breath and looks right into the camera and walks away. Fade in: Backend graphic: It reads, “Thank You, Red Sox Nation” with an autograph from Kevin Youkilis.

Buchholz: At this place...

Cut back to: Buchholz in the clubhouse. Buchholz: I rise to the occasion...for you. Cut to: Now we see black and white shots of Buchholz’s succes that he has dedicated to the fans. Cut back to: Buchholz in the clubhouse. He takes a breath and looks right into the camera and stands up out of his chair, and is ready to start his game. Fade in: Backend graphic: It reads. “Thank You, Red Sox Nation” with an autograph from Clay Buchholz. End

End

167


Online Advertising Single Entry 1 Bronze title Blink agency LogMeIn, Inc. client Join.me (LogMeIn) creative director Paul Schauder associate creative directors Laurie Asmus, Chris Geraghty art director Chris Geraghty copywriter Laurie Asmus designer Brian Colcord illustrator Chris Geraghty lead flash developer Gerren Rabideau

2 merit title Elevator agency LogMeIn, Inc. client LogMeIn associate creative directors Laurie Asmus, Chris Geraghty art director Chris Geraghty copywriter Laurie Asmus designer Brian Colcord illustrator Chris Geraghty lead flash developer Gerren Rabideau

3 merit title Sit Down agency LogMeIn, Inc. client Join.me (LogMeIn) creative director Paul Schauder associate creative directors Laurie Asmus, Chris Geraghty art director Chris Geraghty copywriter Laurie Asmus designer Brian Colcord illustrator Chris Geraghty lead flash developer Gerren Rabideau

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Online Advertising Campaign 1 merit title Blink, Elevator, Sit Down agency LogMeIn, Inc. client Join.me (LogMeIn) creative director Paul Schauder associate creative directors Laurie Asmus, Chris Geraghty art director Chris Geraghty copywriter Laurie Asmus designer Brian Colcord illustrator Chris Geraghty lead flash developer Gerren Rabideau

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169


Rich Media Single Entry 1 silver title Non Stop agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino art directors Brian Leech, Scott Slagsvol copywriter Allison Rude designer Andy Lam (Boston.com) production company Digital Creative Services (Boston.com) interactive creative director Gene Yoon (Boston.com) digital producer Cindy Kao flash developer Matt Fulton (Boston.com)

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2 bronze title Slingshot agency Hill Holliday client Liberty Mutual chief creative officer Kevin Moehlenkamp group creative directors Kevin Daley, Dave Banta associate creative directors Mike Shaughnessy, Scott Noble art director Jeff Miller copywriter Jessye Hand production company Exopolis account executive Ben Rackl 1 (2 of 3)

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Rich Media Single Entry 3 bronze title Sunroof agency KSV | Boston client Arbella Insurance creative director Doug Chapman art director Trey Phillips copywriters Pete Valle, Mike Davis designer Daria Perreault digital production company Genuine Interactive flash developers Christian Connolly, Rob Brecher account executive Mara Campo account manager Rebecca Tehrani 4 bronze title Heat Seeking agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino art directors Brian Leech, Scott Slagsvol copywriter Allison Rude designer Andy Lam (Boston.com) production company Digital Creative Services (Boston.com) interactive creative director Gene Yoon (Boston.com) digital producer Cindy Kao flash developer Matt Fulton (Boston.com)

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Rich Media Single Entry 5 bronze title Stop Faking It agency PJA Advertising + Marketing client Limelight Networks executive creative officer Aaron DaSilva creative directors Christopher Frame, Dave Sandstedt associate creative director Cristina Gordet art director Paul Yokota copywriter Cristina Gordet executive producer Noah Lydiard director Noah Lydiard editor Emmanuel Ording digital producer Elizabeth Schwartz project manager Elizabeth Schwartz campaign strategist Matt Magee account executive Sandy Laliberte account director Janet Carlisile research & development Hugh Kennedy, Mara Buta

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Rich Media Single Entry

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6 merit title Butterflies Rich Media Campaign agency Connelly Partners client Samsonite chief creative officer Steve Connelly executive creative officer Alyssa D’Arienzo Toro creative director Nick Bontaites art director Jonah Hulbert copywriter Nick Bontaites illustrator Zero VFX photographer Gary Land producer Kim Ryan account manager Elyse Kelly 7 merit title Burger Scale agency Hill Holliday client Chili’s chief creative officer Kevin Moehlenkamp group creative directors Joe Berkeley, David Gardiner art director Steven Grskovic copywriter Dan Jordan digital producer Kaitlynn Blanchette lead flash developer Jad Mintun

173


Rich Media Single Entry 8 merit title Peel agency Hill Holliday client Liberty Mutual chief creative officer Kevin Moehlenkamp group creative directors Kevin Daley, Dave Banta associate creative directors Mike Shaughnessy, Scott Noble art director Jeff Miller copywriter Jessye Hand production company Exopolis account executive Ben Rackl

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Rich Media Campaign

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1 bronze title JetBlue Boston.com Takeover Banners agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino art directors Brian Leech, Scott Slagsvol copywriter Allison Rude designer Andy Lam (Boston.com) production company Digital Creative Services (Boston.com) interactive creative director Gene Yoon (Boston.com) digital producer Cindy Kao flash developer Matt Fulton (Boston.com)

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Website: Product/Goods/Service Promotion 1 silver title Cream Kids Contract agency Hill Holliday client Cream chief creative officer Kevin Moehlenkamp art director Kevin Daley copywriter Tim Cawley designer Sean Carstensen flash developer Sean Carstensen

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176


Website: Product/Goods/Service Promotion

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2 silver title Ram Trucks – Outdoorsman Website agency SapientNitro client Chrysler chief creative officer Gaston Legorburu creative directors Barry Fiske, Alan Pafenbach associate creative directors Gabe Flavin, Marc Gottesman art directors Jayna Maloney, Jim Ballard, Gabe Flavin copywriter Marc Gottesman designer Morgan Harary production company Zoic producer Chris Jennings flash developers Jon Grassis, Ryan Taylor, Sarah Lamont information architecture Timothy Parcell developer/software engineer Tim Lawrence project manager Todd Kozan technical director Vu Phan-Tran campaign strategists Jeannie Christiansen, Aaron Waterman account managers Jarrid Hawkins, Kelly Wilson, Gina Lovisa account directors Sarah Anderson, Alyssa Altman

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Website: Product/Goods/Service Promotion

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3 bronze title Brian Wilson Wesbite agency Hill Holliday client Major League Baseball chief creative officer Lance Jensen group creative directors Tim Cawley, Kevin Daley associate creative directors Bob Gates, Rick McHugh art directors Bob Gates, David Onessimo copywriters Rick McHugh, Mike Heid production company HSI executive producer Maddi Carlton director of broadcast Bryan Sweeney broadcast producer Bryan Sweeney director Chris Nelson post production Brickyard VFX editorial company Bubble/Hill Holliday editor Joel Walker music Elias Arts, Soundtrack Boston recording studio Soundtrack Boston recording engineer Brian Heidebrecht digital production company Heavenspot digital producers Paul Pantzer, Jenny Villone account executive Sarah Waskiewicz account director Jen Akins

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Website: Product/Goods/Service Promotion 4 bronze title Ram Trucks – Proven Website agency SapientNitro client Chrysler chief creative officer Gaston Legorburu creative directors Barry Fiske, Alan Pafenbach associate creative directors Gabe Flavin, Marc Gottesman art directors Micah Whitson, Jayna Maloney, Jim Ballard copywriters Dave Kuhl, Craig Herrick designer Morgan Harary business affairs Barbara Karalis production company @radical.media producer Chris Jennings director Zach Merck editors Mario Mares, Eric Freidenberg

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Website: Product/Goods/Service Promotion 5 merit title GMC Jimmy Kimmel Live Fantasy Football League agency Digitas client GMC executive creative director Rob Rizzo group creative director Doris Chung associate creative directors Joe Palmer, Jim Harrington art directors Paul Johnson, Julie Halloran copywriters Kevin Griffin, James Hough designer Dave Scott project managers Steve Meltser, Aaron Lambrix analytics Sarah Arvo account executive Kelly Polcyn account director Craig Weingarten

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Website: Editorial 1 silver title Fan Cave Website agency Hill Holliday client Major League Baseball chief creative officer Lance Jensen group creative directors Tim Cawley, Kevin Daley art director Kevin Daley copywriter Tim Cawley production company Endemol producer Paul Pantzer digital production company MLB Advance Media director of branded entertainment John Dukakis designer PROD4ever content strategy Tyler Hissey

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Website: Self-Promotion 1 silver title Brand Content Website agency Brand Content client Brand Content chief creative officer Doug Gladstone executive creative director Tom Kelly creative director Darryl Jelley art directors Jim Bizier, Darryl Jelley copywriters Tom Kelly, Doug Gladstone developer/software engineer Sean McAuley

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Website: Self-Promotion 2 silver title Connelly Partners Re-Gift Auction agency Connelly Partners client Connelly Partners chief creative officer Steve Connelly executive creative director Alyssa D’Arienzo Toro art directors Carissa DiCenzo, Dan O’Donnell copywriter Natasha O’Rourke illustrator Kris Aubuchon photographer Kris Aubuchon digital producer Kim Ryan lead flash developer Steffen Kelsey interactive programmer Annette Arabasz lead technical developer Bongwook Lee account manager Ali Demarkis

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Website: Self-Promotion 3 silver title Lisa Taylor’s Cover Letter Customizer agency Taylor Writing client Lisa Taylor art directors Derrick Williams, Suzanne McKenzie copywriter Lisa Taylor designer Derrick Williams

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Website: Self-Promotion 4 bronze title Mustache Battle Royale agency MMB client MMB chief creative officers Fred Bertino, Jerry Cronin, Jamie Mambro executive creative directors Fred Bertino, Jerry Cronin, Jamie Mambro group creative directors Fred Bertino, Jerry Cronin, Jamie Mambro creative directors Fred Bertino, Jerry Cronin, Jamie Mambro associate creative directors Fred Bertino, Jerry Cronin, Jamie Mambro art director Jamie Mambro copywriters Collin Sheehan, Brendan Ryan account executives Jon Greeley, Dave Kimball flash illustrator Paul Boucher director of creative technology Ed Flynn

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Website: Non-Profit 1 gold title Unsweetened Truth agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art directors Josh Bean, A. James Stone, Kat Dawson, Mike Costello copywriters Bryan Karr, Chris Jacobs director of broadcast Bill Goodell broadcast producer Katie Harris producer Ingrid Wong cinematographers Stephan Malik, Taylor Wootton editor Michael Reuter flash developer Gilbert Nordelus information architecture Mark Donadio backend developer David O’Trakoun project manager Lindsey Gold technical director Ebbey Matthew analytics Darshan Sampathu, Meghan Kotula account planners Dan Sarmiento, Ashley Shaffer quality assurance manager Bryan Raffetto account service Paul Nelson, Tia Philips, Sarah Tambascio, Lisa Johnson Warner

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Website: Non-Profit

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Website: Non-Profit

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Website: Non-Profit 2 silver title Shards O’ Glass agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors Meg Siegal, John Kearse, Roger Baldacci, Tom Adams associate creative director Mike Costello art directors Meg Siegal, Mike Costello copywriters Roger Baldacci, Ryan Dean Waite, Bryan Karr designers Meghan Siegal, David Fernandez, Max Pfennighaus business affairs Kim Stevens director of broadcast Bill Goodell broadcast producer Carron Pedonti digital producers Liz Thi, Barry Frechette flash developers Sean Sullivan, Max Pfennighaus information architecture Martha Kam, Melissa Goldstein project manager David Lee technical director Ebbey Matthew analytics Darshan Sampathu UI developer David O’Trakoun information architects Martha Kam, Melissa Goldstein assistant broadcast producer Katie Harris planners Dan Sarmiento, Ashley Shaffer strategic insights Avin Narasimhan quality assurance managers Bryan Raffetto, Jim Bruno account service Paul Nelson, Tia Philips, Steve Masteron, Merrily McGugan, Sarah Tambascio

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Website: Non-Profit

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Website: Non-Profit 3 silver title Holiday Card agency Conover Tuttle Pace client Conover Tuttle Pace executive creative director Grant Pace group creative directors Mark Bappe, Jay Courtney art director Jessica Ruggieri copywriter Jeff Marois illustrators Alicia Fairclough, Mike Cobb interactive creative director Michael McCrary

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Website: Non-Profit

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Website: Non-Profit 4 silver title Mustache Battle Royale agency MMB client MMB chief creative officers Fred Bertino, Jerry Cronin, Jamie Mambro executive creative directors Fred Bertino, Jerry Cronin, Jamie Mambro group creative directors Fred Bertino, Jerry Cronin, Jamie Mambro creative directors Fred Bertino, Jamie Mambro, Jerry Cronin associate creative directors Fred Bertino, Jerry Cronin, Jamie Mambro art director Jamie Day copywriters Collin Sheehan, Brendan Ryan flash illustrator Paul Boucher director of creative technology Ed Flynn

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Website: Non-Profit 5 merit title Fall Foliage Website agency Connelly Partners client Massachusetts Office of Travel and Tourism chief creative officer Steve Connelly executive creative director Alyssa D’Arienzo Toro art director Dan O’Donnell copywriter Natasha O’Rourke producer Paul Flebotte account manager Eric Noar

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Website: Non-Profit 6 merit title Spring and Summer Fun Navigator agency Connelly Partners client Massachusetts Office of Travel and Tourism chief creative officer Steve Connelly executive creative director Alyssa D’Arienzo Toro art director Carissa DiCenzo copywriter Nick Nelson account manager Eric Noar

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Website: eCommerce 1 bronze title join.me website agency LogMeIn, Inc. client Join.me (LogMeIn) associate creative directors Laurie Asmus, Chris Geraghty art director Chris Geraghty copywriter Laurie Asmus designer Brian Colcord interactive creative director Paul Schauder digital producer Kata Kovari-Krecsmari digital artist Adam Nemeth information architecture Brian Colcord production designers Adam Nemeth, Barbara Martens-Simon user experience Gyuri Juhasz

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Website: eCommerce

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Website: Social Network/Community 1 silver title Brand Bowl 2011 agency Mullen, Radian6 client Mullen chief creative officer Mark Wenneker creative director John Wolfarth art director John Wilson Baker copywriter Andy Schneider producer Tiffany Sugalski director digital production Christian Madden director integrated production Liza Near lead flash developer Hunter Dougless flash developer Joey Tomaino information architecture Andrea Lenhart production designer Gabe Weinberg chief innovation officer Edward Boches

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Website: Social Network/Community 2 merit title Novell Predict-a-ma-jig agency PJA Advertising + Marketing client Novell Inc. executive creative director Aaron DaSilva creative director Dave Sandstedt art director Doug Parrish copywriter Dave Sandstedt director digital production Evan McDaniel digital producer Doug Reynolds information architecture Matt Magee digital information architect Matt Magee project manager Margie Ahnell interactive producer Doug Reynolds viral specialist Matt Magee campaign strategist Matt Magee 3 merit title Solid Salutes agency Solutions client SunTrust creative director Rob Rizzo associate creative directors Chris Abidian, Dave Kane art directors Dave Kane, Len Rallo, Jason Prince copywriters Chris Abidian, George O’Connor illustrator Roger Andrews executive producer Brian Smith producer Barbara Bowen editors Toar Winter, Tim Montgomery developers/software engineers Christina Currier, Gabriel Esquivel, Sigfried Bermudez project managers Kristen Haan, Lisa Poma user experience Neeta Goplani analytics Andrew Colberg, Zhong Wang account executive Josh Reed account manager Jeff Trachsel account director Geoffery Underwood art buyers Karen Sawyer, Brian Smith technology Cameron Hudson, Stephen Friedland, Praveen Mathur

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Student Single Entry 1 silver title Duracell Ambient agency optionR client Duracell art director John Jannetty copywriter Jack McNamara 2 silver title Gorilla Glue Ambient agency optionR client Gorilla Glue art director Jonathan Schoeck copywriter Jack McNamara

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Student Single Entry 3 silver title Golf Ball agency One-On-One Portfolio School client Top Flite creative director Doug Gould art director Daniel Holmes copywriter Scott Key

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Student Single Entry 4 bronze title Angry Birds – Bomb agency optionR client Angry Birds art director John Jannetty copywriter Jack McNamara

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"Angry Birds – Bomb"

Cut to: Int. cockpit – same time.

All footage to be excerpted from ‘Dr. Strangelove: Or How I Learned to Stop Worrying and Love the Bomb’

Close on the pilot’s face.

Int. bomber cockpit.

Cut to:

POV: Pilot’s view of the bomber cockpit control panel

Ext. high altitude

Pilot: Target in sight. Where the Hell is Major Kong?! Cut to: Int. bomb bay.

Close on the screaming Major Kong as he rides the Angry Bird/Bomb.

Close on Major Kong opening the bomb bay doors.

Zoom out the further he falls

Angle on bomb bay payload.

Fade to white.

As the doors open, it is revealed that the bombs from the film have been digitally replaced with Angry Birds, one of which MAJOR KONG is straddling

Cut to: Ext. mushroom cloud

Pilot: Hey, what about Major Kong?

Major Kong: (Begins screaming as if at a rodeo)

Angle on the explosion as seen from the top. After a few moments, one of the pig-enemies from Angry Birds should come spiraling out of the explosion and into the camera.

Major Kong then drops out of the plane’s bomb bay doors riding his bird like a bucking bronco.

Cut back to: Fade in IT’S WAR with ANGRY BIRDS in the lower right hand corner.

Back to close on Major Kong.

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Student Single Entry 5 merit title Lottery agency optionR client Massachusetts State Lottery art director Dana Ferruzzi copywriter Scott Key

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Student Campaign 1 gold title Makes Anything Asian agency optionR client Kikkoman art director Lawrence Wang copywriter Lawrence Wang

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Student Campaign 2 silver title Gorilla Glue Ambients agency optionR client Gorilla Glue art director Jonathan Schoeck copywriter Jack McNamara photographer Eric Schmiedl

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Student Campaign 3 silver title Snail Email agency optionR client United States Postal Service art director Lawrence Wang copywriter Lawrence Wang

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Student Campaign 4 silver title The Original PDA agency OptionR client Moleskine art director Dana Ferruzzi copywriter Lawrence Wang illustrator Dana Ferruzzi photographer Dana Ferruzzi

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Student Campaign 5 bronze title Little Tube, Lots of Hydration agency Matt.Sasso.Design client Chapstick art directors Matt Sasso, Megan Murphy copywriter Megan Murphy designer Matt Sasso

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Student Campaign 6 bronze title Slumpbusters agency Pratt Institute client Jim Beam chief creative officer Jamie Massam executive creative director Jamie Massam group creative director Jamie Massam creative director Jamie Massam associate creative director Emily Susen art director Emily Susen copywriter Emily Susen designers Nicole Thomas, Emily Susen

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Student Campaign 7 bronze title Golf Ball agency One-On-One Portfolio School client Top Flite creative director Doug Gould art director Daniel Holmes copywriter Scott Key

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Student Campaign 8 bronze title Lottery Campaign agency optionR client Massachusetts State Lottery art director Dana Ferruzzi copywriter Scott Key

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Student Campaign 9 BRONZE title Food agency optionR client Hungryman art director Jonathan Schoeck copywriter Scott Key

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Student Campaign 10 merit title Angry Birds – It’s War agency optionR client Angry Birds art directors John Jannetty, Kevin Dyke copywriter Jack McNamara

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"Angry Birds – Bomb" All footage to be excerpted from "Dr. Strangelove: Or How I Learned to Stop Worrying and Love the Bomb."

Pilot: Hey, what about Major Kong? Cut to:

Close on Major Kong opening the bomb bay doors.

Close on the screaming Major Kong as he rides the Angry Bird/Bomb. Zoom out the further he falls. Fade to white. Cut to: Ext. mushroom cloud.

As the doors open, it is revealed that the bombs from the film have been digitally replaced with Angry Birds, one of which MAJOR KONG is straddling.

Angle on the explosion as seen from the top. After a few moments, one of the pig-enemies from Angry Birds should come spiraling out of the explosion and into the camera.

Major Kong: (Begins screaming as if at a rodeo.) Major Kong then drops out of the

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Ext. high altitude.

Angle on bomb bay payload.

Back to close on Major Kong.

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Close on the pilot’s face.

POV: Pilot’s view of the bomber cockpit control panel.

Cut to: Int. bomb bay.

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Cut to: Int. cockpit – same time.

Int. bomber cockpit.

Pilot: Target in sight. Where the hell is Major Kong?!

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plane’s bomb bay doors riding his bird like a bucking bronco.

Cut back to: Fade in IT’S WAR with ANGRY BIRDS in the lower righthand corner.


Unconventional Format 1 silver title The Letter agency Hill Holliday client Chili’s chief creative officer Kevin Moehlenkamp group creative directors David Gardiner, Joe Berkeley art director Steven Grskovic copywriters Frank Cartegena, Dan Jordan

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Unconventional Format 2 silver title Celebrity Baggage agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino art director Brian Leech copywriter Allison Rude photographer Kara Kochalko retoucher Bethany Acheson executive producer Zeke Bowman digital producer Cindy Kao

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"Celebrity Baggage" We needed to create buzz in L.A. about JetBlue’s “First Bag Free” baggage policy. So we tapped into a truth Hollywood was already talking about. The fact that celebrities carry a lot of excess baggage. And positioned JetBlue as the one to help free them of it. We kicked off the JetBlue Celebrity Baggage campaign with an open letter to celebrities in the L.A. Times. It asked them to hand over their excess baggage to JetBlue, so it could do some good for a change and be auctioned off for charity. Celebs like Lindsay Lohan, Kelly Osborne, Ryan Seacrest, Jessica Simpson, Donald Trump and many others generously donated actual bags from their personal collection in response. The whole 2-week auction took place on eBay. And we drove to it by creating a museum-like display on the streets of Santa Monica, complete with QR Codes and interactive touch screens. We also took out a series of mobile and rich media ads that allowed users to bid on their favorite celebrity’s bag directly from the banner itself. Response in the social community was huge and even the celebrities themselves sent out Tweets to raise the price of their own bag. And the entire 2-week campaign resulted in $44k raised for charity, over 8k new Facebook fans, and over 68 million sets of eyes on our First Bag Flies Free messaging due to press coverage of the campaign.  

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Unconventional Format 3 bronze title Thrill Cam agency Arnold Worldwide client Volvo chief creative officer Pete Favat creative director Chris Carl art directors Sara Rodriguez, Todd Vanderlin copywriter Mark Hohenschau director of broadcast Bill Goodell producers Sarah Monahan, John Raftery editor Nate Laver brand experience Amy Manganiello, Dave, Julie Hochman, Tracy Leffler account management Joe Roman

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Unconventional Format 4 bronze title Tie agency Full Contact Advertising client Zipcar creative directors Marty Donohue, Tim Foley art director Kevin Barlow copywriter Chris Milne 5 bronze title Breakfast agency KSV | Boston client WMBR Radio creative director Doug Chapman art director Trey Phillips copywriters Lawrence O’Toole, Pete Valle designer Daria Perreault

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6 merit title Goodyear Lobby Window Installation on 17th floor agency Digitas client Goodyear group creative director John Robinson creative director Brandon Cyr art director Brandon Cyr production artist Sundy Noonan account executive Tim Haarman account manager Cathryn CIanfrocca studio artist Diane Lulek marketing associate Courtney Shares

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Integrated Campaign 1 gold title Fan Cave Campaign agency Hill Holliday client Major League Baseball chief creative officer Lance Jensen group creative directors Tim Cawley, Kevin Daley art directors Kevin Daley, David Onessimo copywriters Tim Cawley, Mike Heid designer PROD4ever strategist Johnny Won production company Endemol director of broadcast Bryan Sweeney broadcast producer Bryan Sweeney producer Chuck Woodard (assistant) post production Brickyard VFX editorial company Bubble/Hill Holliday editors Liz Colanto, Justin Marra (assistant), Eric Gulliver (assistant) recording studio Bubble/Hill Holliday recording engineer Mark Wong digital production company MLB Advance Media digital producer Paul Pantzer analytics Paul Pereira, Dan Goldstein account executive Sarah Waskiewicz account director Jen Akins director of branded entertainment John Dukakis content Michael Dyer, Tyler Hissey media David Bolger, Jeff Zannella, Pat Urban, Victoria Belliveau, Renee Robertson

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"David Ortiz @ The MLB FanCave" Open on David Ortiz in the MLB FanCave wearing his Red Sox jersey. He’s with FanCave dweller Mike O’Hara. Ortiz is depressed that NYC fans always boo him when he plays at Yankee Stadium. Mike O’Hara: New Yorkers are tough. You gotta win ‘em over, one-by-one. Ortiz (brightens): I’ve got an idea. Cut to: Shots of Big Papi approaching various New Yorkers (in their Yankee caps), right on the sidewalk, and asking for a hug. The first few Yankee fans resist. But eventually, people are won over by Papi and give him hugs. Title: Watch Big Papi hug it out at MLBFanCave.com Logo: MLB FanCave

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2 gold title You Above All Nonstop agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino art directors Tim Vaccarino, Brian Leech, Scott Slagsvol, Emily Moore, Ramzi Sarieddine copywriters Dave Weist, Allison Rude, Paul Sincoff, Gabriel Ferrer, Nick Olish illustrator Terri Loomer photographers Bethany Acheson, Kara Kochalko production company Arts & Sciences executive producer Marc Marrie director of broadcast Liza Near broadcast producer Zeke Bowman director Matt Aselton editorial company ps260 editor JJ Lask VFX designers Gina Downing, Sean McLean, Geoff McAuliffe, Nick Zagami, Brickyard VFX VFX producers Kirsten Andersen, Brickyard VFX music Dr. Bombay audio post Soundtrack audio mix Mike Secher (Soundtrack) director digital production Christian Madden digital producer Cindy Kao lead flash developer Joey Tomaino animator/editor Robyn Rhodes production designer Gabe Weinberg digital studio manager Steve Haroutunian art buyer Tracy Maidment

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Integrated Campaign 3 silver title Honey agency Arnold Worldwide client Jack Daniel’s chief creative officer Pete Favat group creative director Wade Devers art directors Jeremy Boland, Wade Devers, Allie Hughes copywriter Peter Hughes business affairs Maria Rougvie production company PRETTYBIRD director of broadcast Bill Goodell producers Billy Near, Bill Goodell, Ben Ouellette directors Isaiah Seret, Pete Candeland post production Lost Planet editorial company Bleed VFX editors Jacks Genega, Leo Baker sound design studio The Lodge sound designers Jacks Genega, Leo Baker special effects finishing Passion Pictures VFX producer Belinda Blacklock music The Stone Foxes digital producers Ryan Donohue, Amanda Traversi planners Dan Sarmiento, Ashley Shaffer account team Paul Nelson, Nate Stewart, Shannon Coletti

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"Honey" Jack Daniel’s wanted to connect with an audience outside the usual whiskey drinker while retaining loyalty among Jack drinkers when it launched its first flavored whiskey brand in the U.S. We made it relevant to both with a multichannel story crafted to spread from fans of Jack Daniel’s out to first-time drinkers. 3 (4 of 4)

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Integrated Campaign 4 "Like My Community" Strategy

Twitter accounts and given a calendar of posts and updates to keep the momentum going.

Liberty Mutual Insurance has established a national platform of responsibility. But with just 3% share of voice in the category, and a predominantly East Coast presence, is it enough to convince a couple in Dallas that they should buy insurance from us? While some people know us as the company who encourages doing the right thing, how do we use that awareness to help local agents on the street increase sales in communities far from our Boston home office?

The entire Like My Community program was also given national presence on Liberty’s own social media channels, including their corporate Facebook page, Responsibility Project site and Twitter updates.

In other words, can Responsibility be a sales tool?

In the first two months of the program, the Like My Community Facebook pages generated over 100,000 total visits, 57,000 unique visitors and over 35,000 votes. Content was shared 23,000 times, which resulted in over 300,000 comments and wall posts. Hundreds of potential customers crossed over to view individual agent pages and start online quotes. But the best part was the conversation that was created surrounding each cause. Social networks were incredibly engaged and active. Residents who benefited from the work of the charities came out in force to campaign for their cause. Hundreds of blog mentions, newspaper stories and local news mentions helped bring new supporters into the campaign. And while the brand was able to gain strength, it was the agent who lives and works in each community who became the focus. And because they believed in the program, it stood apart from other corporate charitable campaigns. Responsibility became more than just a tagline…it became a promise fulfilled.

Introducing the Like My Community campaign. A grassroots program that takes the platform of Responsibility and makes it a real, tangible thing that connects local agents to their communities and local customers to agents. Execution and Use of Media Agents in local Liberty Mutual offices in Dallas, Baltimore and Milwaukee were asked to nominate local causes to compete for $90,000 in grant money. Giant, 3-dimensional Facebook Like buttons were built for each cause and placed outside the charities’ headquarters. A teaser print and outdoor campaign ran in each market to raise awareness and connect Liberty to the Facebook Like button and create buzz. Custom Facebook pages were created for each city. Agents shot videos describing why they believed their cause deserved to win. Visitors could then like the page and vote for the charity. Once the vote was recorded, an automatic status update was sent out alerting their friends and encouraging them to join the movement.

As each social network became engaged and more connections were made, the word spread quickly and interest in the brand and the program began to grow exponentially. Results and ROI

4 silver title Like My Community agency Hill Holliday client Liberty Mutual chief creative officer Lance Jensen group creative directors Kevin Daley, David Banta art director Kevin Daley copywriter David Banta business affairs Lenora Cushing, Valerie Thomas production company Cabin 46 broadcast producer Andrew Rosenthal director Bruce Gibbs, Cabin 46 editorial company Peel & Eat music Bruce Gibbs user experience Priya Shah account executive Brittany French

Print, outdoor, radio, digital display and Facebook ads featuring the button began running in community media to get attention, explain the program and drive traffic to the Facebook pages. In addition, each cause and agent were given a social media toolkit to help ignite their own built-in social networks. The agents were provided with pre-populated status updates and Tweets with imbedded links, as well as talking points and copy for local news outreach and grassroots marketing, and the causes were coached to set up Facebook pages and

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Integrated Campaign 5 silver title Your Planet agency Mullen client Planet Fitness chief creative officer Mark Wenneker group creative directors Brian Tierney, Stephen Mietelski art directors Chris Toland, Ramzi Sarieddine copywriters Brian Tierney, Gabriel Ferrer production company Hungry Man executive producers Kevin Byrne, Cindy Becker, Dan Duffy director of broadcast Liza Near broadcast producers Zeke Bowman, Mary Donington, Susan Poor producer Tom Lowe director Dave Laden editorial company Bikini Edit editor Lawrence Young sound design studio Soundtrack sound designer Mike Secher VFX designers Gina Downing, Brickyard music Soundtrack audio post Soundtrack audio mix Mike Secher (Soundtrack) digital production company Aurnhammer LLC (Mobile App) digital producer Paul McCarthy

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"Planet Fitness" The Planet Fitness “Not his planet. Yours” commercials were used to humorously show consumers that Planet Fitness is not a gym for big, brainless muscleheads, but rather it’s a place where regular people can go for a workout.

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Integrated Campaign 6 bronze title Shards O’Glass agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors Meg Siegal, John Kearse, Roger Baldacci, Tom Adams associate creative director Mike Costello art directors Meg Siegal, Mike Costello copywriters Roger Baldacci, Ryan Dean Waite, Bryan Karr designers Meg Siegal, David Fernandez, Max Pfennighaus business affairs Maria Rougvie director of broadcast Bill Goodell broadcast producer Carron Pedonti digital producers Liz Thi, Barry Frechette flash developers Sean Sullivan, Max Pfennighaus information architecture Martha Kam, Melissa Goldstein project manager David Lee technical director Ebbey Matthew analytics Darshan Sampathu UI developer David O’Trakoun information architects Martha Kam, Melissa Goldstein assistant broadcast producer Katie Harris planners Dan Sarmiento, Ashley Shaffer strategic insights Avin Narasimhan quality assurance managers Bryan Raffetto, Jim Bruno account service Paul Nelson, Tia Philips, Steve Masteron, Merrily McGugan, Sarah Tambascio

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"Shards O’Glass"

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As the tobacco industry was introducing new candy-like products that were for “adults only,” so did truth, through the fictional Shards O’Glass company, which offered popsicles and other treats laced with delicious and deadly glass shards. The point was: What if other companies did what tobacco companies do?

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Integrated Campaign 7 bronze title Unsweetened Truth agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art directors Corey Favier, Josh Bean, A. James Stone, Kat Dawson copywriters Todd Mitchell, Bryan Karr, Chris Jacobs director of broadcast Bill Goodell broadcast producers Kevin Shale, Katie Harris cinematographers Stephan Malik, Taylor Wootton editor Michael Reuter digital producer Ingrid Wong flash developer Gilbert Nordelus information architecture Mark Donadio backend developer David O’Trakoun project manager Lindsey Gold technical director Ebbey Matthew analytics Darshan Sampathu, Meghan Kotula account planners Dan Sarmiento, Ashley Shaffer quality assurance manager Bryan Raffetto account service Paul Nelson, Tia Phillips, Sarah Tambascio, Lisa Johnson Warner

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8 bronze title Operation Hoodsie Cup agency Hill Holliday client Boston Police Department chief creative officer Kevin Moehlenkamp group creative directors David Gardiner, Joe Berkeley art directors Ilya Vedrashko, Dave Gardiner, James Adame, Wes Dorsainvil copywriters Ilya Vedrashko, Joe Berkeley, Mike Heid designers James Adame, Wes Dorsainvil illustrators James Adame, Wes Dorsainvil production manager Pam Neison broadcast producer Gretchen Taipale

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The Commissioner of the Boston Police Department wanted us to help him gain trust in at-risk neighborhoods to reduce violent crime in the summertime. He was open to any suggestion and was willing to do something new. 8 (3 of 4)

Operation Hoodsie Cup

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We knew that when the temperature rises, so does violent crime. So on hot summer days, without any warning, the combination ice-cream truck and police cruiser would roll into at-risk neighborhoods, heavily armed with fun graphics and free ice cream. By handing out free ice cream to kids of all ages, this would give the police and the community members an opportunity to talk in a friendly environment, rather than a time of crisis. It would also create surprisingly positive experiences with the police that might linger in their minds and get them to question the prevailing sentiment that the police were the enemy. Our designers, in conjunction with the Boston Police Department motor pool staff, created a vehicle that was half ice-cream truck, half police cruiser. Uniformed police officers in the truck handed out free Hoodsie Cup ice creams and custom-printed napkins. One napkin headline invited neighborhood residents to “have a Hoodsie with me� and the copy reminded them to call or text crime tips to the police anonymously. Community members were invited to follow along at a website we created operationhoodsiecup.org.

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Integrated Campaign 9 merit title Brian Wilson Integrated Campaign agency Hill Holliday client Major League Baseball chief creative officer Lance Jensen group creative directors Tim Cawley, Kevin Daley associate creative directors Bob Gates, Rick McHugh art directors Bob Gates, David Onessimo copywriters Rick McHugh, Mike Heid production company HSI executive producer Maddi Carlton director of broadcast Bryan Sweeney broadcast producer Bryan Sweeney producer Chuck Woodard (assistant) director Chris Nelson post production Brickyard VFX editorial company Bubble/Hill Holliday editor Joel Walker music Elias Arts, Soundtrack Boston recording studios Soundtrack Boston, Bubble/Hill Holliday recording engineers Brian Heidebrecht, Mark Wong digital production company Heavenspot digital producers Paul Pantzer, Jenny Villone account executive Sarah Waskiewicz account director Jen Akins managing director Chris Wallrup

Website

Banner Ads

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Rich Media Ad

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"Lumberjacks" Open on Brian Wilson in the locker room bathroom. He turns on an electric beard trimmer and begins trimming his beard. VO: This is Brian Wilson of the World Champion San Francisco Giants. Join us now, on a journey, inside his beard. The camera zooms in super tight, going inside his beard.

down some beard hairs. When one falls down, the lumberjacks yell, “Timmmmmber!” VO: To further explore the mysteries inside Brian Wilson’s beard, visit mlbalwaysepic.com. Super: MLBALWAYSEPIC.COM Logo: MLB. Always Epic.

Once “inside” his beard we see a few lumberjacks (one lumberjack is a little person) using two-man crosscut saws to take

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"Maypole" Open on Brian Wilson in the dugout. He’s bobbing his head as if to music. VO: This is Brian Wilson of the World Champion San Francisco Giants. Join us now, on a journey, inside his beard. The camera then zooms in super tight, going inside his beard.

dancing around a maypole, wrapping the pole with ribbons. A ninja happens upon the festivities and joins in on the fun. VO: To further explore the mysteries inside Brian Wilson’s beard, visit mlbalwaysepic.com. Super: MLBALWAYSEPIC.COM Logo: MLB. Always Epic.

Once “inside” his beard we see a Renaissance band playing music – they’re playing a fiddle, mandolin, and flute. A fair maiden welcomes us in to see a little person and other people

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"Ninjas"

performing martial arts moves.

Open on Brian Wilson at his locker in a locker room. He scratches his beard.

VO: To further explore the mysteries inside Brian Wilson’s beard, visit mlbalwaysepic.com.

VO: This is Brian Wilson of the World Champion San Francisco Giants. Join us now, on a journey, inside his beard.

Super: MLBALWAYSEPIC.COM Logo: MLB. Always Epic.

The camera zooms in super tight, going inside his beard. Once “inside” his beard we see a bunch of ninjas fighting and

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Mobile Single Entry 1 merit title iAd agency Hill Holliday client Liberty Mutual chief creative officer Kevin Moehlenkamp group creative directors Rob Rich, David Banta art director Jude Senese copywriter Mike Heid animator editor Exopolis interactive producer Ashley Engel development partner Apple

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Mobile Application Single Entry 1 bronze title Zildjian agency Allen & Gerritsen client Allen & Gerritsen chief creative officer Gary Greenberg creative director Eivind Ueland associate creative directors Ryan Raulie, George Koukkos art directors Ben Daley, Ryan Raulie copywriters George Koukkos, Adam Cote designer Ben Daley interactive creative director Brian Moore director digital production Aurelio D’Amico information architecture Jennifer Dolan, Aurelio D’Amico backend developer Ian Poley

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Mobile Application Single Entry 2 bronze title New Balance – Sales Associate App agency SapientNitro client New Balance chief creative officer Gaston Legorburu creative directors Barry Fiske, Alan Pafenbach, David Hewitt art directors Liz Collins, Chris Cobb, Matthew Bedette chief technology officer Lee Morrisseau information architecture Jue Lu digital information architects Pong Choa, Fred Stroud developers/software engineers Michael Ayers, Matthew Lewis, Cameron McCleary digital studio manager Michael Leonard project managers Maura Nagle, Kenneth Harper account executive Peter Cundall

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Social Media 1 silver title Yahoo! Sports Grudge Judge agency Isobar client Yahoo! Sports executive creative director John Reid creative directors Eugene Buono, JP Guiseppi art directors James Lin, Lucas Svaren copywriters Alex Harvey, Joe Gatti executive producer Dawson Vosburg producer Almitra Inocencio

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"Yahoo! Sports Grudge Judge" Yahoo! Sports was looking for campaign ideas to boost their fan base on Facebook. We got to thinking about how arguing about sports is almost as popular as watching them. But there’s never been a way to settle those arguments – until now. While creating Grudge Judge, we went beyond a campaign and delivered a platform where fans and Yahoo! Sports writers settle burning sports arguments, once and for all. Within the app, fans turned their arguments into cases – nearly 1,000 and counting. As people promoted their cases on Facebook, votes came in from 16,000 monthly active users in 20 countries. Featured cases in the app are sentenced to appear in front of the Grudge Judge Grand Jury, where cases are decided definitively by the Yahoo! Sports writers. Select cases also appear on Yahoo! Sports, giving fans the chance to be heard by millions of Yahoo! Sports readers. Grudge Judge has become the 2nd most visited Yahoo! Sports Facebook property and has delivered 300,000 new fans. And the paid media is not even set to launch until later this month.

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Social Media 2 bronze title Truth on the Road: Social Posters Campaign agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art directors A. James Stone, Kat Dawson, Daran Brossard copywriters Bryan Karr, Chris Jacobs illustrators A. James Stone, Kat Dawson, Daran Brossard business affairs Kim Stevens producer Lauren Shea flash developer Gilbert Nordelus information architecture Mark Donadio backend developer David O’Trakoun project manager Raquel DaSilva technical director Ebbey Matthew analytics Meghan Kotula planners Dan Sarmiento, Ashley Shaffer quality assurance manager Bryan Raffetto account service Paul Nelson, Tia Philips, Sarah Tambascio

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Social Media 3 bronze title Spin To Win agency Hill Holliday client Chili’s chief creative officer Kevin Moehlenkamp group creative directors Dave Gardiner, Joe Berkeley art directors Steven Grskovic copywriter Frank Cartagena designers James Adame, Nicole Ricciardi lead flash developer Carrot Creative

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Social Media 4 bronze title Dolby Update Theater agency Isobar client Dolby Laboratories Inc. executive creative director John Reid associate creative directors Dan van der Hei, Gabe Ruane strategist Emily Snowden chief technology officer Jared Stanley developer/software engineer Tyler Madison project manager Ciaran Rogers account executive Katie Acosta account manager Joelle Louie motion graphics designer Jason Jobe motion design director Orme Dominique

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Social Media 5 bronze title Brand Bowl 2011 agency Mullen, Radian6 client Mullen chief creative officer Mark Wenneker creative director John Wolfarth art director John Wilson Baker copywriter Andy Schneider producer Tiffany Sugalski director digital production Christian Madden director integrated production Liza Near lead flash developer Hunter Dougless flash developer Joey Tomaino information architecture Andrea Lenhart production designer Gabe Weinberg

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Social Media 6 merit title Help Flo agency Arnold Worldwide client Progressive chief creative officer Pete Favat group creative director David Register art directors Jim O’Brien, Jim Kalambokis copywriters Brian Hayes, Roger Fish business affairs Kim Stevens director of broadcast Bill Goodell digital producer John Fischetti brand experience Mary McLaughlin, Amy Manganiello, Kaitlin McCafferty account service Tom Guerin, Val Bettini experience design & production John Raftery, Karen Dana, Katie Shea, Mia Greenblatt 7 merit title Friendraiser agency NAIL client WRNI creative directors Alec Beckett, Brian Gross art director Laura Crigler copywriter Rodrigo DeLima designer Colin Gillespie

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"Help Flo" To get people more actively involved with the Progressive brand, we launched “Help Flo,” a national search for a new Progressive Superstore employee. Thousands auditioned at live events and on a microsite, and thousands more voted for their favorites. The winner appeared in national print and television advertising with Flo.

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Social Media 8 merit title Unfreeze It/Mountain Dew Coolatta agency Studiocom client Dunkin Donuts chief creative officer Juan Fernando Santos executive creative director John Gonnella group creative director John Gonnella creative director John Gonnella associate creative director Jane Goldman art directors Raquel Jacome, David Riley, John Gonnella copywriter Jane Goldman designers Juan Carlos Sanchez, Mauricio Ruiz editor Luis A. Lopez flash developer Camilo Gomez developers/software engineers Henri Bui, Francey Pinzon, Dean Shaddock, Rafael Vega, Zachary McClellan, Virgil Olteanu, Ben Mercer project managers Molly Sherman, Julie Casso analytics Clinton Wong account directors Elaine Smith, Greg Meyer

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Experiential 1 gold title National Conversation Drive agency Antler client Liberty Mutual account manager Adam Sadowski account director Luke Garro brand manager Britta Schell creative director Josh Greenspan (Strawberry Frog) client service director Heather Fullerton (Strawberry Frog)

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Evidence of Success Evidence of The Program’s Business Success The combination of events generated nearly 1,000 direct impressions with consumers who attended the event, tried on the Senior Simulator Suit™, played the Driver’s Seat Game and pledged to have the conversation. Collectively, the events drew broad media attention with over 300 press hits and over 7,000,000 estimated impressions, culminating with Senior Simulator segments on The Today Show, WPIX11 in New York City, and CBS3 in Philadelphia, as well as news articles in the Chicago Tribune and Huffington Post. Evidence of the Program’s Cause-Related Results The National Conversation Drive encouraged countless conversations between adult children and their aging parents and relatives about staying safe on the road while maintaining their independence and mobility. As a direct result of this movement in 2010, Liberty Mutual was able to make a donation to their partners at ITNAmerica to help fund safe transportation for seniors when driving is no longer an option. In 2011, the movement will carry on through Liberty Mutual’s efforts to continue to drive awareness around this issue and to equip individuals with the tools and resources to help facilitate productive conversations about safe driving for seniors.

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Experiential

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2 gold title Fan Cave Campaign agency Hill Holliday client Major League Baseball chief creative officer Lance Jensen group creative directors Tim Cawley, Kevin Daley art director Kevin Daley copywriter Tim Cawley designer PROD4ever strategist Johnny Won production company Endemol digital production company MLB Advance Media digital producer Paul Pantzer analytics Paul Pereira, Dan Goldstein account executive Sarah Waskiewicz account director Jen Akins director of branded entertainment John Dukakis media David Bolger, Jeff Zannella, Pat Urban, Victoria Belliveau, Renee Robertson content John Dukakis, Mike Dyer

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"David Ortiz @ The MLB FanCave" Open on David Ortiz in the MLB FanCave wearing his Red Sox jersey. He’s with FanCave dweller Mike O’Hara. Ortiz is depressed that NYC fans always boo him when he plays at Yankee Stadium. Mike O’Hara: New Yorkers are tough. You gotta win ‘em over, one-by-one. Ortiz (brightens): I’ve got an idea. Cut to: Shots of Big Papi approaching various New Yorkers (in their Yankee caps), right on the sidewalk, and asking for a hug. The first few Yankee fans resist. But eventually, people are won over by Papi and give him hugs. Title: Watch Big Papi hug it out at MLBFanCave.com Logo: MLB FanCave

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Experiential 3 gold title See Something, Say Something agency Nardi Creative client MBTA Transit Police chief creative officer Mark Nardi creative directors Mark Nardi, Bob Gates art director Bob Gates copywriter Mark Nardi production company 42 Design Fab

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4 silver title Operation Hoodsie Cup agency Hill Holliday client Boston Police Department chief creative officer Kevin Moehlenkamp group creative directors David Gardiner, Joe Berkeley art directors Ilya Vedrashko, Dave Gardiner, James Adame, Wes Dorsainvil copywriters Ilya Vedrashko, Joe Berkeley, Mike Heid designers James Adame, Wes Dorsainvil illustrators James Adame, Wes Dorsainvil digital producer Ashley Engel lead flash developers Fred LeBlanc, Kelsey Meuse digital artist David Onessimo project manager Christine Tocco account executive Gail Felcher director of photography Joel Walker

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The Commissioner of the Boston Police Department wanted us to help him gain trust in at-risk neighborhoods to reduce violent crime in the summertime. He was open to any suggestion and was willing to do something new. 4 (3 of 4)

Operation Hoodsie Cup

We knew that when the temperature rises, so does violent crime. So on hot summer days, without any warning, the combination ice-cream truck and police cruiser would roll into at-risk neighborhoods, heavily armed with fun graphics and free ice cream. By handing out free ice cream to kids of all ages, this would give the police and the community members an opportunity to talk in a friendly environment, rather than a time of crisis. It would also create surprisingly positive experiences with the police that might linger in their minds and get them to question the prevailing sentiment that the police were the enemy. Our designers, in conjunction with the Boston Police Department motor pool staff, created a vehicle that was half ice-cream truck, half police cruiser. Uniformed police officers in the truck handed out free Hoodsie Cup ice creams and custom-printed napkins. One napkin headline invited neighborhood residents to “have a Hoodsie with me� and the copy reminded them to call or text crime tips to the police anonymously. Community members were invited to follow along at a website we created operationhoodsiecup.org.

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Experiential 5 merit title Elevator Aquarium agency Arnold Worldwide client Carnival chief creative officer Pete Favat executive creative director Roger Baldacci creative directors Rob Kottkamp, Tom Morhous art director Travis Robertson copywriter Chris Jacobs production manager Julie Powell art producer Amy Shaw business affairs Lisa Mercier, Jen Wrentmore project manager Lindsey Gold account service Stephanie Evans-Greene, Merek Lee, Laura McWhorter, Allie Miller 6 merit title Zipcar Coming Soon Box agency Zipcar client Zipcar copywriter Mandy Donovan designer Katie Bielawski production manager Sharon Desbecker marketing manager Antony Marinos VP marketing Stephanie Shore

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Personal Branding Single Entry 1 silver title Somebodies agency M Space Design + Ekizian Design client Michael Warren Photography copywriters Jonathan Plazonja, David Kurtis designers Melanie Lowe, David Ekizian photographer Michael Warren photographer’s assistant David Kurtis retoucher David Kurtis production Lisa Wagenbach print producer Dennis Toohey production company Point Productions

Everyone has stuff they care about. Used Kleenex. A t-shirt bought for a dollar. A half-smoked cigarette. These objects mean nothing. These objects mean everything. The people on these pages were asked to bring something—living, dead, or somewhere in between— that has meaning to them, and to tell the story of their relationship with it. It’s that simple. Or that complicated. We are our stuff. Our stuff is us.

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Personal Branding Single Entry 2 silver title Lisa Taylor’s Cover Letter Customizer agency Taylor Writing client Lisa Taylor art directors Derrick Williams, Suzanne McKenzie copywriter Lisa Taylor designer Derrick Williams

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1 gold title Letterpress agency Arnold Worldwide client Jack Daniel’s chief creative officer Pete Favat group creative director Wade Devers art director Travis Robertson copywriter Bryan Karr business affairs Maria Rougvie production company Paper Fortress director of broadcast Bill Goodell producer William Near director Stebs Schinnerer post production Paper Fortress editorial company Paper Fortress editor Stebs music composer Matt Morelock music Morelock Music planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Nate Stewart, Shannon Coletti

"Letterpress" In 2011, we traveled to Knoxville, Tennessee, to work with YeeHaw Industries on a set of 10 letter-pressed posters. Why? Because, like Jack Daniel’s, they make things the way they think is best—not the cheapest or fastest way, but with an independent spirit Jack would have been proud of.

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Online Video Single Entry 2 gold title Cab Jam agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino, Jamie Ferreira art director Tim Vaccarino copywriter Dave Weist production company Smuggler executive producer Lisa Rich director of broadcast Liza Near broadcast producer Zeke Bowman producer Mark Hankey director Henry-Alex Rubin editorial company ps260 editors JJ Lask, Maury Loeb, Robert Ryang sound design studio Soundtrack sound designer Mike Secher VFX designers Geoff McAuliffe, Dave Waller, Robin Hobart, Jimi Simmons, Brickyard VFX VFX producers Kirsten Andersen, Brickyard VFX music composer Gioachino Rossini music Extreme Music audio mix Mike Secher (Soundtrack)

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"Cab Jam" Grand Central Station NYC Passenger 1: Hi. Cab driver: Hi. Passenger 1: 23rd and 3rd, please. Cab driver: (slowly) 23rd and 3rd. Cut to passenger 2 entering the cab. Passenger 2: 57th and Madison.

Cut to next passenger.

Cut to the cab driver responding to a different customer.

Cut to next passenger.

Cab driver: You have a standard amount of legroom, sir. Passenger 6: No, I’m 6’ 3”, I need more legroom. Cab driver: It’s only a short trip. How much space do you need?

Passenger 3: My legs are right here, sir. Passenger 8: Can you move your chair forward? Can you move this forward? Cut to next passenger. Passenger 9: I’ve never gotten into a cab and been treated this way. Cut to next passenger.

Cut to passenger 4 responding to the driver.

Passenger 1: Open the door. Open the door. Cut to next passenger.

Passenger 3: I have to go to Penn Station.

Passenger 4: Do you want to come look at the back? Do you want to see how much legroom there is?

Cab driver: OK.

Cut to next passenger.

The cab driver grunts as he adjusts his seat. The camera pans to passenger 3 as she watches with alarm as her legroom quickly disappears.

Passenger 7: I’m hot, I’m cramped and we haven’t even left yet.

Cab driver: OK. Cut to passenger 3.

Montage of passengers looking nervous/ confused as the cab driver adjusts his seat. Passenger 4: The chair is pushing against my legs.

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Passenger 5: A little further up would be good.

Cab driver: You might be more comfortable if you moved the seat to the upright position. Cut to next passenger. Passenger 6: Can you move the seat up? You’re hurting my legs.

Passenger 2: I can’t do this. I’m sorry. Copy: If you wouldn’t take it on the ground, don’t take it in the air. End card 1: Enjoy the most legroom in coach. Legal: Based on the average fleet-wide seat pitch of the U.S. airlines. End card 2: JetBlue. You Above All.


Online Video Single Entry

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3 gold title Glass Half Full agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino, Jamie Ferreira art directors Tim Vaccarino, Jamie Ferreira copywriter Dave Weist production company Smuggler executive producer Lisa Rich director of broadcast Liza Near broadcast producer Zeke Bowman producer Mark Hankey director Henry-Alex Rubin editorial company ps260 editors JJ Lask, Maury Loeb, Robert Ryang VFX designers Geoff McAuliffe, Dave Waller, Robin Hobart, Jimi Simmons, Sean McLean, Peter Bullis, Gina Downing, Brickyard VFX VFX producers Kirsten Andersen, Brickyard VFX music composer Gioachino Rossini music Extreme Music audio post Soundtrack audio mix Mike Secher (Soundtrack) sound engineer Mike Secher (Soundtrack) animator/editor Robyn Rhodes

"Glass Half Full"

Customer 5: No, no, no. I don’t want that!

Customer 5: No! No! I want the bottle.

Union Square

Customer 5 watches as the street vendor continues to shovel ice into the cup.

Cut to a close-up of customer 4.

Customer 5: No. No. No. What is that? Is that for me?

Cut to a 7th customer standing at the stall.

NYC Vendor: Cold drinks! Hi Customer 1: Hi.

Cut to customers waiting in line.

Customer 4: Not the whole can? Vendor: That is our policy.

Customer 6: What is he doing?

Customer 7: Ha, haha... (Laughs heartily in shock)

Cut to customer 3 again.

Customer 4: Are you kidding me?

Customer 2: A cold Coca-Cola.

Customer 3: Thank you –

Vendor: A cold Coca-Cola.

Vendor: Thank you. Have a good day –

Cut to a close-up shot of the street vendor pouring soda into a small, plastic cup.

Customer 3: Oh it’s not the whole –

Customer 3: I don’t want that! Are – Is something wrong with you? I mean, I’m not hallucinating here –

Vendor: Hi. What can I get you? Cut to customer 2 walking up to the food stand.

Vendor: There we go. Enjoy. Cut to customer 3 breaking from a conversation on her cell phone to address the street vendor. Customer 3: Oh, I don’t need a cup. Cut to a 4th customer. Customer 4: Look, you don’t need to do that. I’ll just take the can. Cut to a close-up shot of a 5th customer watching warily as the vendor shovels ice into a cup.

Vendor: Oh, no, no. If I were to give you this whole can, then there wouldn’t be enough for everybody, would there?

Vendor: Actually, that is our policy. And we appreciate your business.

Customer 3: That’s like really stupid.

Copy: If you wouldn’t take it on the ground, don’t take it in the air.

Cut to the vendor attempting to hand a cup of soda to customer 6.

End card 1: Get the whole can of soda and free unlimited brand-name snacks.

Customer 6: I don’t want it! Can I have the can and a straw?

End card 2: JetBlue. You Above All.

Camera cuts back to customer 5 who continues to reject the cup of soda. Customer 5: No. I didn’t ask for that, man. Vendor: There you go –

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Online Video Single Entry 4 gold title The Local agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino, Jamie Ferreira art directors Tim Vaccarino, Jamie Ferreira copywriter Dave Weist production company Smuggler executive producer Lisa Rich director of broadcast Liza Near broadcast producer Zeke Bowman producer Mark Hankey director Henry-Alex Rubin editorial company ps260 editors JJ Lask, Maury Loeb, Robert Ryang VFX designers Geoff McAuliffe, Dave Waller, Robin Hobart, Jimi Simmons, Sean McLean, Peter Bullis, Gina Downing, Brickyard VFX VFX producers Kirsten Andersen, Brickyard VFX music composer Gioachino Rossini music Extreme Music audio post Mike Secher (Soundtrack) audio mix Mike Secher (Soundtrack) sound engineer Mike Secher (Soundtrack) animator/editor Robyn Rhodes

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"The Local"

Door opens and passengers start to file out.

777 3rd Ave

Passenger 3: I’m gonna take the stairs.

NYC

The attendant leans out of the elevator and calls to the fleeing passengers.

Elevator dings. Scene opens on an attendant watching passengers entering a large elevator. Attendant: You going to 22?

Attendant: You know, the stairs don’t go to the 37th floor. So…

Passenger 1: Yes please.

Passengers file back into the elevator in frustration.

Attendant: And, what floor were you…?

Passenger 3: I gotta be somewhere, dude! This is just crazy – This is insane!

Passenger 2: 37. Attendant: 37…

Attendant: If you got a better idea, then you just let me know –

Cut to a shot of the attendant methodically pressing all the buttons on the panel.

Passenger 3: Yeah. Just don’t press the buttons. Man, I just got to be somewhere.

Passenger 3: Why are all the buttons pressed?

Attendant: Wrong elevator.

Attendant: Oh, sorry. This is not a nonstop elevator. So…

Passenger 3: Yeah! Wrong elevator.

Cut to a wide shot the passengers reacting to the news. Attendant: Yeah, it’s much more cost effective to go on every floor to try to pick people up on the way there. You know? Passenger 3: That doesn’t even make sense, man. I gotta be somewhere, man.

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Copy: If you wouldn’t take it on the ground, don’t take it in the air. End card 1: Fly nonstop to more destinations. End card 2: JetBlue. You Above All.


Online Video Single Entry 5 gold title Great Moments In American History agency Pod Design client Pod Entertainment creative director Steve Curran art directors Steve Curran, Nick Beaubien copywriter Steve Curran editor Nick Beaubien special effects finishing Nick Beaubien

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"Great Moments in American History" (news clips) “He who warned, uh, the … the British that they weren’t gonna be takin’ away our arms, uh, by ringin’ those bells and, um, by makin’ sure that as he’s ridin’ his horse through town, to send those warnin’ shots and bells that, uh, we were gonna be secure and we were gonna be free … and we were gonna be armed” Sarah Palin, on Paul Revere’s Ride, June 2, 2011 “You’re the state where the first shot was heard around the world, in Lexington and Concord” Michele Bachmann, speaking in New Hampshire, March 11, 2011 (Sarah Palin at Gettysburg) VO: Sarah Palin (Michele Bachmann at Congress) VO: Michele Bachmann Present (title card) GREAT MOMENTS IN AMERICAN HISTORY. Episode one: Revere’s Ride (Ken Burns style pans of Boston maps, Revere’s house, etc.; sfx of fifes, drums, etc.)

VO: “Over 200 years ago, and, a humble silversmith by the name of Paul Revere, set out on a ride that would change the course of History. Traveling by horseback, Revere set out on a top-secret mission to warn the British, by shooting guns and ringing bells, that they weren’t going to be taking our arms away. (Etching of Revere on his ride, we put etching of bell in his hand, sfx of yelling, bells, gunfire) (Shot of a letter, music changes to violin) VO: Dear Sulley, “Last night I was wicked pissed off. It was after dark, and this a-hole came riding his horse through town, ringing bells, firing his pistols and warning the British over and over about our guns! I couldn’t friggin’ believe it, he must have been wicked wasted, so we shouted to him, 'Hey, ya bastahd, shut up' and threw rocks at him, but he wouldn’t shut-the-hell up! Total douchebag. Sincerely, Tommy.”

(Image of battle scene) VO: There, the Shot Heard Round the World would ring out, and Revere’s bell-ringing, gun-shooting ride to warn the British soldiers of Concord, New Hampshire, about our guns would be taught to schoolchildren everywhere, and never forgotten. (Photo of Battle superimposed on map of New Hampshire in schoolbook) (title card) VO: Coming soon on Great Moments in American History: Crossing the Potomac. (Image of crossing the Potomac w/outboard motor) Pod Entertainment

(Historical map of Boston and region, showing screwy path leading up to NH, then back down to Lexington, then back up to Concord, NH) VO: Although Revere could find no town of Lexington in New Hampshire, he did find one in Massachusetts. Then, turning north, he returned to New Hampshire, to the town of Concord.

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Online Video Single Entry 6 silver title Gruen/Denial agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art director Mike Costello copywriter Bryan Karr production company Harvest Films director of broadcast Bill Goodell broadcast producers Kevin Shale, Katie Harris cinematographers Stephan Malik, Taylor Wootton editorial company Editbar editor Michael Reuter sound design studio Sweet Sound sound designer Rick Sweetser account service Paul Nelson, Tia Philips, Sarah Tambascio, Lisa Johnson Warner

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"Gruen/Denial" Like eating through a tube? Fancy scrubbing a hole in your throat? Enjoy the prospect of wheeling around an oxygen tank? We’re guessing no ‘cause living with a tobacco related disease isn’t something anyone wants. But don’t take our word for it. Listen to some real people living with it every day. We promise they won’t sugarcoat anything.

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7 silver title Tom/No Swimming agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art director Mike Costello copywriter Bryan Karr production company Harvest Films director of broadcast Bill Goodell broadcast producers Kevin Shale, Katie Harris cinematographers Stephan Malik, Taylor Wootton editorial company Editbar editor Michael Reuter sound design studio Sweet Sound sound designer Rick Sweetser account service Paul Nelson, Tia Philips, Sarah Tambascio, Lisa Johnson Warner

"Tom/No Swimming" Like eating through a tube? Fancy scrubbing a hole in your throat? Enjoy the prospect of wheeling around an oxygen tank? We’re guessing no ‘cause living with a tobacco related disease isn’t something anyone wants. But don’t take our word for it. Listen to some real people living with it every day. We promise they won’t sugarcoat anything.

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Online Video Single Entry 8 silver title George/Living with COPD agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art director Mike Costello copywriter Bryan Karr production company Harvest Films director of broadcast Bill Goodell broadcast producers Kevin Shale, Katie Harris cinematographers Stephan Malik, Taylor Wootton editorial company Editbar editor Michael Reuter sound design studio Sweet Sound sound designer Rick Sweetser account service Paul Nelson, Tia Philips, Sarah Tambascio, Lisa Johnson Warner

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"George/Living with COPD" Like eating through a tube? Fancy scrubbing a hole in your throat? Enjoy the prospect of wheeling around an oxygen tank? We’re guessing no ‘cause living with a tobacco related disease isn’t something anyone wants. But don’t take our word for it. Listen to some real people living with it every day. We promise they won’t sugarcoat anything.

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9 silver title Catherine/Radiation agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art director Mike Costello copywriter Bryan Karr production company Harvest Films director of broadcast Bill Goodell broadcast producers Kevin Shale, Katie Harris cinematographers Stephan Malik, Taylor Wootton editorial company Editbar editor Michael Reuter sound design studio Sweet Sound sound designer Rick Sweetser account service Paul Nelson, Tia Philips, Sarah Tambascio, Lisa Johnson Warner

"Catherine/Radiation" Like eating through a tube? Fancy scrubbing a hole in your throat? Enjoy the prospect of wheeling around an oxygen tank? We’re guessing no ‘cause living with a tobacco related disease isn’t something anyone wants. But don’t take our word for it. Listen to some real people living with it every day. We promise they won’t sugarcoat anything.

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Online Video Single Entry 10 silver title Christine/Feeding Tube agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art director Mike Costello copywriter Bryan Karr production company Harvest Films director of broadcast Bill Goodell broadcast producers Kevin Shale, Katie Harris cinematographers Stephan Malik, Taylor Wootton editorial company Editbar editor Michael Reuter sound design studio Sweet Sound sound designer Rick Sweetser account service Paul Nelson, Tia Philips, Sarah Tambascio, Lisa Johnson Warner

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"Christine/Feeding Tube" Like eating through a tube? Fancy scrubbing a hole in your throat? Enjoy the prospect of wheeling around an oxygen tank? We’re guessing no ‘cause living with a tobacco related disease isn’t something anyone wants. But don’t take our word for it. Listen to some real people living with it every day. We promise they won’t sugarcoat anything.

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11 silver title Steve/Tracheotomy agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art director Mike Costello copywriter Bryan Karr production company Harvest Films director of broadcast Bill Goodell broadcast producers Kevin Shale, Katie Harris cinematographers Stephan Malik, Taylor Wootton editorial company Editbar editor Michael Reuter sound design studio Sweet Sound sound designer Rick Sweetser account service Paul Nelson, Tia Philips, Sarah Tambascio, Lisa Johnson Warner

"Steve/Tracheotomy" Like eating through a tube? Fancy scrubbing a hole in your throat? Enjoy the prospect of wheeling around an oxygen tank? We’re guessing no ‘cause living with a tobacco related disease isn’t something anyone wants. But don’t take our word for it. Listen to some real people living with it every day. We promise they won’t sugarcoat anything.

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Online Video Single Entry 12 silver title Elvis agency Arnold Worldwide client Brooks Museum chief creative officer Pete Favat group creative director David Register creative director Tim Mahoney art director Tim Mahoney copywriter Brian Hayes photographer Alfred Werthheimer production company Arnold Worldwide broadcast producer Chris Perry director Nate Laver editor Nate Laver 12 (1 of 4)

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"Elvis" It turns out that he and she had been jockeying all day. To see whether or not Elvis could give her a kiss. He came in but unfortunately went too far‌ And bent her nose. And the whole thing took no more than 1/10th of a second. June 30th 1956 Elvis Presley and an unknown young lady. Back stage at the Mosque Theater in Richmond, Virginia. Super: Elvis by Alfred Werthheimer Logo: Who Shot Rock & Roll Brooks Museum of Art June 26 through September 26

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Online Video Single Entry 13 silver title Marilyn Manson agency Arnold Worldwide client Brooks Museum chief creative officer Pete Favat group creative director David Register creative director Tim Mahoney art director Tim Mahoney copywriter Brian Hayes photographer Alfred Werthheimer production company Arnold Worldwide broadcast producer Chris Perry director Nate Laver editor Nate Laver 13 (1 of 4)

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"Marilyn Manson" Richard: At that time, Manson had two records…but hadn’t broken big yet.

He told me the whole idea…everybody in the band had the name of a famous model and a serial killer…

He was really open to doing stuff.

He wanted to combine the two things that are most fascinating to young people.

He was open to anything.

He was well thought out.

He said I want to do the Marilyn Monroe photo… except it’s going to be me naked.

He said I want to do the Marilyn Monroe photo… except it’s going to be me naked.

I said sure we can do it…we did it in the living room… it was easy.

I said sure we can do it…we did it in the living room… it was easy.

It was pretty much all him…he had the concept down.

He was open to anything.

Super: Marilyn Manson by Richard Kern

LOGO: Who Shot Rock & Roll

Logo: Who Shot Rock & Roll

Brooks Museum of Art

Brooks Museum of Art

June 26 through September 26

June 26 through September 26 Richard Kern 60: You know how music trends keep coming back… He was like Alice Cooper coming back or David Bowie coming back. Is this a guy or is it a girl…I don’t even know. That play on androgyny that drives so much music. He was completely conceptually developed.

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Online Video Single Entry 14 silver title Minimalist Shoe agency NAIL client Vibram USA creative directors Alec Beckett, Brian Gross art director Laura Crigler copywriter Rodrigo DeLima director Myles Dumas editors Myles Dumas, Rodrigo DeLima

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"Minimalist Shoe" We see a shoe. A hand reaches into frame and pulls another shoe—a Vibram FiveFinger— out of it. The Vibram FiveFinger is then put down in front of the original shoe to show that they are the same size. But clearly of these two “minimalist” shoes, one is more “minimal” than the other.

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Online Video Single Entry

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15 bronze title Shards O’Glass agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal art director Pete Favat copywriter Roger Baldacci production company Biscuit Filmworks executive producers Karol Marrs, Tony Cantale director of broadcast Bill Goodell broadcast producer Amy Favat director Tim Godsall cinematographer Eric Treml editorial company Cosmo Street editors Tom Scherma, Dave Waller sound design studio Soundtrack sound designer Mike Secher special effects finishing Brickyard VFX VFX designer Geoff McAuliffe VFX producer Amy Appleton music composer Tonefarmer

"Shards O’Glass" CEO: At Shards O’Glass Freeze Pops, we want you to know where we stand on important glass freeze pop issues. We now agree, there’s no such thing as a safe glass freeze pop. The only proven way to reduce health risks from our glass pops is to not eat them. To learn more, visit our website. Super: shardsoglass.com CEO: And remember, Shards O’Glass Freeze Pops are for adults only. Super: What if all companies sold products like Big Tobacco. Logo/end frame: truth. sponsored by truth. ©2010 truth®

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Online Video Single Entry 16 bronze title Shawn & Quantell agency Conover Tuttle Pace client Mass Mentors executive creative director Grant Pace creative directors Mark Bappe, Jay Courtney art directors Mark Bappe, Susan Schneider copywriter Jay Courtney photographer Scott Williams production company Grazioso Pictures broadcast producer Lana Barkhordarian Burstein director Alan Grazioso cinematographer Alan Grazioso editorial company Grazioso Pictures editor Alan Grazioso sound designer Alan Grazioso design director Scott Williams programmer John Ediger project manager Erica Hara interactive producer Laura Gaunt account executive Stefanie Hawkes account director Peter Winch interactive developer Michael McCrary

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"Shawn & Quantell" Opens on Mass Mentoring logo Super: Quantell & Shawn Shawn: Hi I am Shawn. I have been mentoring Quantell for four years. Super: Shawn, Diamond Educators Super: Mentor, Diamond Educators Cut to still of Quantell and Shawn sitting on couch. Quantell: My name is Quantell. I am 20 years old and my mentor is Sean. Super: Quantell, Diamond Educators Super: Mentor, Diamond Educators Quantell: When I first met Shawn it had to be in Miss Sam’s office at my school, Boston Day and Evening and Academy. Cut to split screen of Shawn and Quantell. Quantell: He had on a fresh suit, nice suit... Cut to footage of Shawn walking around, close-up of suit.

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Shawn: I have seen tremendous growth in Quantell. I have watched him come from someone who wasn’t receptive to mentoring to now being very receptive and then taking on a role as a mentor himself to younger youth. Cut to nighttime footage of a sidewalk point of view of Quantell. Quantell: Before I was selling drugs, couldn’t find a job. My life was just crazy. Cut to close-up of Quantell speaking to camera. Quantell: To tell you the truth, I could be dead or in jail right now. Having a positive role model to look up to, it’s changed my life. It’s something that I didn’t have in my life. Somebody to steer you in the right direction. Someone who’s gonna make sure you’re doing well in school. Cut to medium still shot of Quantell and Shawn looking at camera.

Quantell: ties, shoes, fresh haircut, looking sharp.

Quantell: He’s helped me on different occasions where one of my friends had died. He encouraged me to stay strong or stay in there, everything will be alright.

Cut to close-up of Shawn talking to camera.

Cut to still of Quantell and Shawn smiling.

Quantell: He’s down to earth. He’s funny. He’s cool. He’s goofy at times. But other times he can be serious and straight to the point. Cut to close-up of Quantell speaking to camera. Quantell: He’s even encouraged me to stay in school. I have contemplated about dropping out of school several different times. He told me to just stick in there. It will be worth it in the long run. And now I am working. I am mentoring youth at the Marshall Elementary School. I am about to graduate in March. I am about to finish up school. Cut to close-up of Shawn. Shawn: You know, mentoring has no color. It has no race. And I feel that everyone can be a mentor. I feel you have a value to youth in general. To our children. Cut to close-up of Quantell. Quantell: Nobody in my life has done the things he’s done for me so I would sincerely like to say thank you and I appreciate everything. Cut to Mass Mentoring end card.


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"Ella’s Story" Dorel Juvenile Group Air Protect Video (Video documents the true story of how the parents of a child whose life was saved by a carseat made a journey across the country to personally thank all the people behind the making of that seat.) [MUSIC] Sarah: I picked Ella up from daycare around 5:30 at night. We were driving through an intersection. A 16-passenger van struck me on my driver’s side. It was so fast. They didn’t put on their brakes. Sarah: I lost consciousness for a couple seconds and woke up to people saying that they had called 911. At first I was concerned, because they said, “Is anybody with you?” And I almost forgot that she was with me, because I didn’t hear any noise. I was concerned that she wasn’t crying, for how loud the impact was. I looked back, and she was smiling and playing with her hands. Chris: Later that night, one of the police officers who was on scene came over and

17 bronze title Ella’s Story agency Full Contact Advertising client Dorel Juvenile Group creative directors Marty Donohue, Tim Foley art director Tim Foley copywriter Marty Donohue production company Element Productions executive producer Eran Lobel producer Steve Oare associate producer Jonathan Braun director Paul Canney cinematographer Jim Simone editorial company Element Productions editor Kat Baker account executive Melissa Boccio account director Kristen Hano

asked us about the seat. She said, “Every – everybody at headquarters wants to know what carseat was she in? What was that? What were those static airbags?

efforts. The end result of your work isn’t when the products are completed and shipped off. Your dedication and hard work go much further than that.

Chris: And the officer said, “I’ve seen much lesser accidents with much worse outcomes.” So obviously, the Air Protect seat did what it was intended to do.

Chris: It was thanks to all the efforts day in and day out that my daughter Ella Rose Arthur was okay. The design and quality of her Air Protect seat is the reason that she was unharmed in the accident. Your product and all of your efforts kept my baby safe. You have done more for me than you’ll ever know. My baby could have very easily sustained life-altering injuries or even worse. But she is with us and unharmed. She has an opportunity for an amazing life, and hopefully will help others, someday, the way you have helped her. So thank you very much.

Sarah: Chris had told me that he contacted the company wanting to thank the factory workers, if there was anything that we could possibly do, to let them know how great the system was. Sarah: Because we chose a good carseat, and because these people work hard every day, I have the most precious gift that I’ve ever – that I’ve ever had. Chris: There are just so many people who are crucial to the end product. And we feel it’s important that they understand the impact their products had on us as a family.

[applause]

Factory: Chris: (Reading letter aloud) To all the men and women instrumental in the creation of my baby’s Air Protect infant carseat, I wanted to just take a moment to thank you for all of your

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Online Video Single Entry 18 bronze title Animal Morph agency MMB client Noah Wild chief creative officers Fred Bertino, Jamie Mambro, Jerry Cronin executive creative directors Fred Bertino, Jamie Mambro, Jerry Cronin group creative directors Fred Bertino, Jamie Mambro, Jerry Cronin creative directors Jerry Cronin, Jamie Mambro associate creative directors Jerry Cronin, Jamie Mambro art director Liz Albrecht copywriter Jerry Cronin illustrator Tom Kyzivat

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"Animal Morph" Noah is a movement that raises money to help animals worldwide. Noah, whom the movement is named after, is a young boy who adores all animals and feels at one with them (which the “Animal Morph� visualizes).

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Online Video Single Entry 19 merit title Forget agency Allen & Gerritsen client Boston Celtics chief creative officer Gary Greenberg creative director Eivind Ueland art director Matt Kiley copywriter Eivind Ueland broadcast producer Lucy Herzog editor Dave Maloney developer/software engineer Dave Maloney

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"Forget" We see slow motion footage of Paul Pierce getting free from defensive coverage and launching a shot. Stirring music plays in the background. Supers: If I miss this shot, no one will ever forget it. If I make this shot, no one will ever forget it. Fade to black for end titles. End card: It’s all about the playoffs. It’s all about 18. CELTICS PLAYOFFS For ticket information: CELTICS.COM 866-GO-CELTICS

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Online Video Single Entry 20 merit title Enjoy Freedom agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art director Mike Costello copywriter Ryan Dean Waite production company Moxie Pictures executive producers Karol Marrs, Tony Cantale director of broadcast Bill Goodell broadcast producer Carron Pedonti associate producer Katie Harris director Martin Granger editorial company Cosmo Street editor Lawrence Young sound design studio Soundtrack sound designer Mike Secher special effects finishing Brickyard VFX VFX designer Geoff McAuliffe VFX producer Amy Appleton music composer Tonefarmer planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Tia Philips, Steve Masterson

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"Enjoy Freedom" What if all companies sold products like tobacco companies do? Well, the Shards O’Glass Corporation does. This online exclusive spot peddles their sugary-sweet new SpheresŽ. Made the American way, for people who value their freedom! But definitely not for children.

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Online Video Single Entry

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21 merit title Noah Holiday Card Animation agency MMB client Noah Wild chief creative officers Fred Bertino, Jamie Mambro, Jerry Cronin executive creative directors Fred Bertino, Jamie Mambro, Jerry Cronin group creative directors Fred Bertino, Jamie Mambro, Jerry Cronin creative directors Jamie Mambro, Jerry Cronin associate creative directors Jamie Mambro, Jerry Cronin art director Liz Albrecht copywriter Collin Sheehan illustrator Tom Kyzivat music Tone Farmer animator Tom Kyzivat

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"Noah Holiday Card" Noah is a movement that raises money to help animals worldwide. Noah, whom the movement is named after, is a young boy who adores all animals. For our holiday card, we wanted to get the word out about Noah, as well as pay tribute to all those this season who shared something of themselves with someone in need – furry and otherwise.

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Online Video Campaign 1 gold title Cab Jam/Glass Half Full/ The Local/Transparency agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino, Jamie Ferreira art directors Tim Vaccarino, Jamie Ferreira copywriter Dave Weist production company Smuggler executive producer Lisa Rich director of broadcast Liza Near broadcast producer Zeke Bowman producer Mark Hankey director Henry-Alex Rubin editorial company ps260 editors JJ Lask, Maury Loeb, Robert Ryang VFX designer Geoff McAuliffe, Dave Waller, Robin Hobart, Jimi Simmons VFX producer Kirsten Andersen music composer Gioachino Rossini music Extreme Music audio post Soundtrack sound engineer Mike Secher (Soundtrack) animator/editor Robin Rhodes

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"Cab Jam" Grand Central Station NYC Passenger 1: Hi. Cab driver: Hi. Passenger 1: 23rd and 3rd, please. Cab driver: (slowly) 23rd and 3rd. Cut to passenger 2 entering the cab. Passenger 2: 57th and Madison.

Cut to next passenger.

Cut to the cab driver responding to a different customer.

Cut to next passenger.

Cab driver: You have a standard amount of legroom, sir. Passenger 6: No, I’m 6’ 3”, I need more legroom. Cab driver: It’s only a short trip. How much space do you need?

Passenger 3: My legs are right here, sir. Passenger 8: Can you move your chair forward? Can you move this forward? Cut to next passenger. Passenger 9: I’ve never gotten into a cab and been treated this way. Cut to next passenger.

Cut to passenger 4 responding to the driver.

Passenger 1: Open the door. Open the door. Cut to next passenger.

Passenger 3: I have to go to Penn Station.

Passenger 4: Do you want to come look at the back? Do you want to see how much legroom there is?

Cab driver: OK.

Cut to next passenger.

The cab driver grunts as he adjusts his seat. The camera pans to passenger 3 as she watches with alarm as her legroom quickly disappears.

Passenger 7: I’m hot, I’m cramped and we haven’t even left yet.

Cab driver: OK. Cut to passenger 3.

Montage of passengers looking nervous/ confused as the cab driver adjusts his seat. Passenger 4: The chair is pushing against my legs.

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Passenger 5: A little further up would be good.

Cab driver: You might be more comfortable if you moved the seat to the upright position. Cut to next passenger. Passenger 6: Can you move the seat up? You’re hurting my legs.

Passenger 2: I can’t do this. I’m sorry. Copy: If you wouldn’t take it on the ground, don’t take it in the air. End card 1: Enjoy the most legroom in coach. Legal: Based on the average fleet-wide seat pitch of the U.S. airlines. End card 2: JetBlue. You Above All.


Online Video Campaign

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"Glass Half Full"

Customer 5: No, no, no. I don’t want that!

Customer 5: No! No! I want the bottle.

Union Square

Customer 5 watches as the street vendor continues to shovel ice into the cup.

Cut to a close-up of customer 4.

Customer 5: No. No. No. What is that? Is that for me?

Cut to a 7th customer standing at the stall.

NYC Vendor: Cold drinks! Hi Customer 1: Hi.

Cut to customers waiting in line.

Customer 4: Not the whole can? Vendor: That is our policy.

Customer 6: What is he doing?

Customer 7: Ha, haha... (Laughs heartily in shock)

Cut to customer 3 again.

Customer 4: Are you kidding me?

Customer 2: A cold Coca-Cola.

Customer 3: Thank you –

Vendor: A cold Coca-Cola.

Vendor: Thank you. Have a good day –

Cut to a close-up shot of the street vendor pouring soda into a small, plastic cup.

Customer 3: Oh it’s not the whole –

Customer 3: I don’t want that! Are – Is something wrong with you? I mean, I’m not hallucinating here –

Vendor: Hi. What can I get you? Cut to customer 2 walking up to the food stand.

Vendor: There we go. Enjoy. Cut to customer 3 breaking from a conversation on her cell phone to address the street vendor. Customer 3: Oh, I don’t need a cup. Cut to a 4th customer. Customer 4: Look, you don’t need to do that. I’ll just take the can. Cut to a close-up shot of a 5th customer watching warily as the vendor shovels ice into a cup.

Vendor: Oh, no, no. If I were to give you this whole can, then there wouldn’t be enough for everybody, would there?

Vendor: Actually, that is our policy. And we appreciate your business.

Customer 3: That’s like really stupid.

Copy: If you wouldn’t take it on the ground, don’t take it in the air.

Cut to the vendor attempting to hand a cup of soda to customer 6.

End card 1: Get the whole can of soda and free unlimited brand-name snacks.

Customer 6: I don’t want it! Can I have the can and a straw?

End card 2: JetBlue. You Above All.

Camera cuts back to customer 5 who continues to reject the cup of soda. Customer 5: No. I didn’t ask for that, man. Vendor: There you go –

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Online Video Campaign

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"The Local"

Door opens and passengers start to file out.

777 3rd Ave

Passenger 3: I’m gonna take the stairs.

NYC

The attendant leans out of the elevator and calls to the fleeing passengers.

Elevator dings. Scene opens on an attendant watching passengers entering a large elevator. Attendant: You going to 22?

Attendant: You know, the stairs don’t go to the 37th floor. So…

Passenger 1: Yes please.

Passengers file back into the elevator in frustration.

Attendant: And, what floor were you…?

Passenger 3: I gotta be somewhere, dude! This is just crazy – This is insane!

Passenger 2: 37. Attendant: 37…

Attendant: If you got a better idea, then you just let me know –

Cut to a shot of the attendant methodically pressing all the buttons on the panel.

Passenger 3: Yeah. Just don’t press the buttons. Man, I just got to be somewhere.

Passenger 3: Why are all the buttons pressed?

Attendant: Wrong elevator.

Attendant: Oh, sorry. This is not a nonstop elevator. So…

Passenger 3: Yeah! Wrong elevator.

Cut to a wide shot the passengers reacting to the news. Attendant: Yeah, it’s much more cost effective to go on every floor to try to pick people up on the way there. You know? Passenger 3: That doesn’t even make sense, man. I gotta be somewhere, man.

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Copy: If you wouldn’t take it on the ground, don’t take it in the air. End card 1: Fly nonstop to more destinations. End card 2: JetBlue. You Above All.


Online Video Campaign

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"Transparency" Concept: Dave Barger shares a bit of history and the future vision of JetBlue as he passes through airport security. This galvanizes the crewmembers around a very simple notion. If we continue to put customer needs before our own, in everything we do, we can stay competitive and take JetBlue to the next level and beyond. Note: Below is the script broken into beats of action. Beat 1: We open on an establishing shot of T5. Camera pans right and we pick up with Dave Barger as he’s going through the security line. Dave talks directly to camera as he introduces himself. Dave: Hi, I’m Dave Barger, CEO of JetBlue. Dave: There’s been a lot of talk lately over this word – “Transparency.” Dave: It’s become one of those industry buzzwords that everyone throws around liberally to say they have nothing to hide.

Dave: Treat others as you’d want to be treated yourself. (Dave alt: Put their needs above your own in everything you do.) Dave: And always – be open and honest. Beat 3: At this point Dave effortlessly gets onto the conveyor belt and rolls through the security scanner. He doesn’t miss a beat as he talks. The camera rotates around the security scanner to now show Dave being x-rayed. Dave: At JetBlue, that’s been our modus operandi. Dave: And that’s what will take us into the next ten years and beyond. Beat 4: Dave has rolled through the security scanner. We see him come out head first still talking. He then gets up effortlessly, puts on his coat and shoes and finishes his address. Dave: Because there’s no shortage of airlines in this country,

Beat 2: Dave Barger takes off his loafers, belt, wallet and places them in a bin. He continues to speak to camera.

Dave: And there’s no shortage of buzzwords either.

Dave: At JetBlue, we’ve always operated this way – we just call it something different.

Super: Bringing humanity back to air travel one customer at a time.

Dave: We simply call it being human.

Super: You Above All. JetBlue.

Dave: But you can never be too…human.

Dave: Meaning –

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Online Video Campaign 2 silver title Elvis/Marilyn/Run DMC agency Arnold Worldwide client Brooks Museum chief creative officer Pete Favat group creative director David Register creative director Tim Mahoney art director Tim Mahoney copywriter Brian Hayes photographer Alfred Werthheimer production company Arnold Worldwide broadcast producer Chris Perry director Nate Laver editor Nate Laver

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"Elvis" It turns out that he and she had been jockeying all day. To see whether or not Elvis could give her a kiss. He came in but unfortunately went too far‌ And bent her nose. And the whole thing took no more than 1/10th of a second. June 30th 1956 Elvis Presley and an unknown young lady. Back stage at the Mosque Theater in Richmond, Virginia. Super: Elvis by Alfred Werthheimer Logo: Who Shot Rock & Roll Brooks Museum of Art June 26 through September 26

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Online Video Campaign

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"Marilyn" Richard: At that time, Manson had two records…but hadn’t broken big yet.

He told me the whole idea…everybody in the band had the name of a famous model and a serial killer…

He was really open to doing stuff.

He wanted to combine the two things that are most fascinating to young people.

He was open to anything.

He was well thought out.

He said I want to do the Marilyn Monroe photo… except it’s going to be me naked.

He said I want to do the Marilyn Monroe photo… except it’s going to be me naked.

I said sure we can do it…we did it in the living room… it was easy.

I said sure we can do it…we did it in the living room… it was easy.

It was pretty much all him…he had the concept down.

He was open to anything.

Super: Marilyn Manson by Richard Kern

LOGO: Who Shot Rock & Roll

Logo: Who Shot Rock & Roll

Brooks Museum of Art

Brooks Museum of Art

June 26 through September 26

June 26 through September 26 Richard Kern 60: You know how music trends keep coming back… He was like Alice Cooper coming back or David Bowie coming back. Is this a guy or is it a girl…I don’t even know. That play on androgyny that drives so much music. He was completely conceptually developed.

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Online Video Campaign

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"Run DMC" Hi, this is Josh Cheuse. I remember that Run DMC were so exciting to watch you couldn’t take your eyes off them. There was something about Run, D and J and the incredible sound they made together. They were as good as any rock ‘n’ roll band in their heyday. Shot on triax with my Pentax MX and developed in my bathroom and in my school darkroom…the alchemy of photography never escapes me…even now after 25 years of taking pictures. Super: Run DMC by Josh Cheuse Logo: WHO SHOT ROCK AND ROLL Brooks Museum of Art June 26 through September 26

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Online Video Campaign 3 silver title The Beginning/The Hive/ The Keeper/The Night agency Arnold Worldwide client Jack Daniel’s chief creative officer Pete Favat group creative director Wade Devers art directors Allie Hughes, Wade Devers, Jeremy Boland copywriter Peter Hughes production company PRETTYBIRD director of broadcast Bill Goodell broadcast producers Billy Near, Bill Goodell, Ben Ouellette director Isaiah Seret post production Lost Planet editor Jacks Genega sound design studio The Lodge sound designer Colin Thibadeau music The Stone Foxes animation company Passion Pictures planners Dan Sarmiento, Ashley Shaffer animation producer Belinda Blacklock account service Paul Nelson, Nate Stewart, Shannon Coletti

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"The Beginning" We open inside the Beekeeper’s barn and watch as the Beekeeper enters. Beekeeping supplies and hints of Jack Daniel’s iconography can be seen throughout the room. Suddenly, a small bee cuts through frame. It moves in a fast and erratic manner before flying directly at the Beekeeper. It hovers inches from his face for a moment where we get our first full glimpse of the King Bee. Suddenly, the King Bee turns and flies out an open window to undertake his next mission. Super: JackHoney.com Fly straight. Drink responsibly.

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Online Video Campaign

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"The Hive" We open outside with several active white painted hives. The shot pans across the hives as the sound of buzzing from dozens of bees can be heard. Suddenly, the camera focuses in on a black painted hive that bears Jack Daniel’s iconography. Super: JackHoney.com Fly straight. Drink responsibly.

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Online Video Campaign

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"The Keeper" We open outside to Beekeepers working and we watch as the Beekeepers prepare to smoke out the beehives. Suddenly, a Beekeeper in all black bearing Jack Daniel’s iconography exits the Beekeeper’s barn while cracking his fingers. All of the Beekeepers in white stop their work and turn to see the Beekeeper in black. The Beekeeper in black walks toward a black beehive with Jack Daniel’s iconography. On his way to the black hive the Beekeeper stops to grab a black smoke canister. The Beekeeper finishes his approach to the black beehive and bends down next to the hive. Super: JackHoney.com Fly straight. Drink responsibly.

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Online Video Campaign

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"The Night" We open outside to a black beehive bearing Jack Daniel’s iconography. The sound of an owl hooting can be heard. Suddenly, several erratic streams of light begin to emit from the beehive. The light streams in every direction in sync with the music. Super: JackHoney.com Fly straight. Drink responsibly.

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Online Video Campaign 4 silver title Steve/Christine/Gruen agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art director Mike Costello copywriter Bryan Karr production company Harvest Films director of broadcast Bill Goodell broadcast producers Kevin Shale, Katie Harris cinematographers Stephan Malik, Taylor Wootton editorial company Editbar editor Michael Reuter sound design studio Sweet Sound sound designer Rick Sweetser planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Tia Philips, Sarah Tambascio, Lisa Johnson Warner

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"Steve/Tracheotomy" Like eating through a tube? Fancy scrubbing a hole in your throat? Enjoy the prospect of wheeling around an oxygen tank? We’re guessing no ‘cause living with a tobacco related disease isn’t something anyone wants. But don’t take our word for it. Listen to some real people living with it every day. We promise they won’t sugarcoat anything.

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Online Video Campaign

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"Christine/Feeding Tube" Like eating through a tube? Fancy scrubbing a hole in your throat? Enjoy the prospect of wheeling around an oxygen tank? We’re guessing no ‘cause living with a tobacco related disease isn’t something anyone wants. But don’t take our word for it. Listen to some real people living with it every day. We promise they won’t sugarcoat anything.

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Online Video Campaign

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"Gruen/Denial" Like eating through a tube? Fancy scrubbing a hole in your throat? Enjoy the prospect of wheeling around an oxygen tank? We’re guessing no ‘cause living with a tobacco related disease isn’t something anyone wants. But don’t take our word for it. Listen to some real people living with it every day. We promise they won’t sugarcoat anything.

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Online Video Campaign 5 bronze title Enjoy Freedom/Spheres/Two Chicks agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art director Mike Costello copywriter Ryan Dean Waite production company Moxie Pictures executive producers Karol Marrs, Tony Cantale director of broadcast Bill Goodell broadcast producer Carron Pedonti associate producer Katie Harris director Martin Granger editorial company Cosmo Street editor Lawrence Young sound design studio Soundtrack sound designer Mike Secher special effects finishing Brickyard VFX VFX designer Geoff McAuliffe VFX producer Amy Appleton music composer Tonefarmer planners Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Tia Philips, Steve Masterson

5 (1 of 3)

"Enjoy Freedom" What if all companies sold products like tobacco companies do? Well, the Shards O’ Glass Corporation does. This online exclusive spot peddles their sugary-sweet new SpheresŽ. Made the American way, for people who value their freedom! But definitely not for children.

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Online Video Campaign

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"Spheres" In this commercial, the Shards O’ Glass Freeze Pops CEO talks about his company’s latest product innovation. Open on the Shards O’ Glass Freeze Pops CEO walking through a public park.

Cut back to the CEO as he shakes a few Spheres out into his hand. We hear broken glass jingling as the box shakes and a small cut on his hand starts to bleed. CEO: …for adult consumers. We cut back out wide as a kid walks into frame.

He walks toward and speaks directly to the camera.

KID: Hey mister, can I have some candy?

SUPER: R. L. Vanderlin, Shards O’ Glass CEO CEO: Adult consumers asked for them and here they are.

CEO: (to kid) No, these aren’t candy. (back to camera) These are for adult consumers in adult consumption situations.

He then stops and holds a Spheres package up in front of the camera.

After an awkward pause, we cut to another close-up of the Spheres package.

CEO: Introducing new Shards O’ Glass Spheres, for adult consumers only.

CEO: (off camera) Please visit shardsoglass.com to learn more.

We push in tight on the packaging, which has a smiley face logo and looks eerily like candy packaging.

SUPER: shardsoglass.com

As the CEO describes the product, we cut to two “shards testers” back at the lab. One reaches into a barrel of broken glass with heavy-duty gloves, smells the glass (like a brewmaster would hops), then nods approvingly.

SUPER: What if all companies sold products like Big Tobacco?

Cut to black screen.

SUPER: truth

CEO: We took the same quality broken glass shards adult consumers have come to expect and put them into these fruity, sweet, melt-in-your-mouth treats… We then cut to a Shards O’ Glass Freeze Pop morphing into a package of Spheres to show the evolution of the product.

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Online Video Campaign

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"Two Chicks" Mimicking the corny nature of some tobacco print advertising, the Shards O’ Glass Corporation introduces new Spheres®: the sugary-sweet, addictive sensation that’s full of glass shards – and false promises of sexual conquest.

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Online Video Campaign 6 bronze title Brian Wilson Online Video Campaign agency Hill Holliday client Major League Baseball chief creative officer Lance Jensen group creative directors Tim Cawley, Kevin Daley associate creative directors Rick McHugh, Bob Gates art director Bob Gates copywriter Rick McHugh production company HSI executive producer Maddi Carlton director of broadcast Bryan Sweeney broadcast producer Bryan Sweeney producer Chuck Woodard (assistant) director Chris Nelson post production Brickyard VFX editorial company Bubble/Hill Holliday editor Joel Walker recording studio Bubble/Hill Holliday recording engineer Mark Wong account executive Sarah Waskiewicz account director Jen Akins

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"Lost Ball" Open inside Brian Wilson’s beard. Two golfers wander in, looking for a lost golf ball. One of the guys finds his ball tucked up near a beard hair. He looks around to make sure his golf partner isn’t looking. When he sees that the coast is clear, he foot wedges (kicks) the ball out of harm’s way. He then walks to his preferred lie and lets his fellow players know he’s found the ball, “Got it!” He then hits the ball and the players walk away.

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Online Video Campaign

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"Landscape Artist" Open inside Brian Wilson’s beard. We see a man painting a beautiful landscape of the beard hair forest. Our artist describes, in detail, the painting of this wonderful masterpiece. Artist: Okay, now take your brush here and let’s start with some Van Dyke Brown and some Midnight Blue. That should give us the right happy color for this lovely landscape. Now, take your knife and just drag it down the canvas like so. You see that? Isn’t that wonderful? Now, just repeat that over and over and over and over and over and over, to fill out your wonderful, magical forest. Over and over and over and over and over and over and over and over…

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Online Video Campaign

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"Painters" Open inside Brian Wilson’s beard. We see a crew of three painters painting the large beard hairs black. The painters use rollers and brushes. Painter 1: Ugh, this is gonna take forever. Painter 2: Tell me about it, man. We better get some overtime because my back is killing me. Painter 1: Did they mention something about over‌ (cut off at the sight of the ninja supervisor). The guys quickly stop talking at the sight of the ninja supervisor. The ninja walks in and points out a missed spot with his sword. Painter 1: Man, he just keeps riding us. Painter 2: Tell me about it.

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Online Video Campaign

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"Bigfoot" Open inside Brian Wilson’s beard. Suddenly, Bigfoot walks into frame. He walks through the forest of beard hair, turns and looks at the camera, and then walks out of frame.

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Online Video Campaign

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"Tourists" Open inside Brian Wilson’s beard. We see a German family of tourists wander around taking pictures of each other near beard hairs. They are happy to be sightseeing.

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Online Video Campaign 7 bronze title Monday Morning/Last Cookie/ Naptime agency LogMeIn, Inc. client Join.me (LogMeIn) chief creative officer Paul Schauder executive creative director Paul Schauder group creative director Paul Schauder creative director Paul Schauder associate creative directors Laurie Asmus, Chris Geraghty art director Chris Geraghty copywriter Laurie Asmus designer Brian Colcord illustrator Brian Colcord production company Spot Editorial executive producer Courtney Perkins producer Chris Perry director Jeff Ledellaytner cinematographer Courtney Perkins post production Spot Editorial editorial company Spot Editorial editor Jeff Ledellaytner sound designer Jeff Ledellaytner special effects finishing Spot Editorial

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"Monday Morning" Open on the outside of a typical corporate office in any suburban office park. Cut inside to a small breakout room where a meeting is about to take place. A woman is seated at the table rummaging through her handbag, a man is fixing himself a cup of coffee.

Man 2: Did you know that? Did you know that?

SFX: Knocking

Nancy: I think he really enjoyed it. The nurse had to plunk it to make it go down.

A second man enters the room.

Man 2: Ughhh.

Jay: Hey!

Nancy: You know he’d been impotent for a long, long time and it didn’t matter really because I had this raging yeast infection and there’s an itch you can’t scratch, baby.

Man 2: Hey! Jay! Jay: Sorry, forgot about the meeting. Man 2: How’s it going, Jay? How was your weekend? Jay: Not bad, how’s yours? Man 2: Eh, you know. Same old, same old pretty much. Jay: Yeah I hear that. Hey Nancy, how’s your weekend? Cut to close-up of Man 2 he looks really disappointed. As Nancy begins to overshare inappropriately we see increasingly horrified reactions from the guys. Nancy: Oh, spent the whole weekend at the hospital. Harold had to have another

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procedure. This time when he went in they had to put a catheter in. You know they have to take that rod and they put it right into the end of the penis. Boy that must hurt.

Jay: *whispers* I’m sorry. Nancy: So when we got the Viagra we were really excited about it *laughs* oh, baby that was something hot. Man 2: *under his breath* That’s disgusting. Nancy: We did the “Breakfast Platter,” that was pretty good, “Tugboat,” that was kind of magical. Jay: *under his breath* Ah, hat’s super nasty. Nancy: But my favorite was the “Rolling Thunder,” can you frickin’ believe that? Man 2: I cannot.

Nancy: The only ill effects I suffered were some chaffing from the harnesses. Nancy then blows her nose SFX: blows nose At this point the meeting is interrupted. SFX: Knocking Woman: Hey, guys, we’re having a conference call next door, I’m just going to close this if that’s okay! Cut to the outside of the meeting room, the guys are now trapped. We see their defeat through the glass as Nancy, undeterred, continues her overshare. Nancy: God, I’ve got blood again out of the nose! Ick! My mother-in-law was in town and talk about eczema. She just sits in the Barca-lounger scratching and there’s skin all over the place! But you know, the dog licks it up. It must like the salt or something. Super: Meetings are better online. Logo: Join.me


Online Video Campaign

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"Last Cookie" Open on the outside of a typical corporate office in any suburban office park. Cut inside to find a typical corporate meeting already inprogress. As the meeting lead drones on we notice two of the female employees (one blonde, one brunette) eyeing the last cookie on the snack tray.

SFX: A major fight – grunts, groans, screams, yells, name-calling, things breaking. Blonde: Ugh, no, mine! I want the cookie! You bitch, that’s my cookie! 

Meeting Lead: With the new direction I know there’s been some confusion over expectations as we move forward into the year. Uh, I talked to Carol over at corporate. She told me she doesn’t want you guys to worry about, uh, the numbers…

The blonde grabs the cookie, the brunette slaps it away. The blonde shoots a staple at the brunette, the brunette pulls a sharpie and “cuts” her. The brunette moves in for the kill, the blonde tapes her hands together then binder clips her ears. The brunette strangles the blonde who stabs her in the foot with a plastic fork. The blonde then elbows the brunette, grabs a laser pointer and pins her down.

They start to face-off.

Blonde: Shhhh…Shhhhh…Shhh…

Meeting Lead: …because she doesn’t expect them to stabilize until well into the next quarter anyway. I know here, in January, she chalked, a, the low numbers there up to some lag after the holidays. And then in April, uh, she’s noting that that was the season for...

Brunette: Please, please, please…..no, no, no, no, no!

The tension mounts. The woman are in a Mexican standoff.

The brunette flings the blonde away and goes for the cookie. The blonde lassos her with a phone. Cut to the office door. A man enters angrily. Man: What is going on here!? He notices the cookie, picks it up and eats it.

SFX: Wild West music starts playing.

Man: Oh! Cookie.

The women go for the cookie. It’s a fight to the death using office supplies.

Super: Meetings are better online. Logo: Join.me

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Online Video Campaign

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"Naptime"

Boss: Hello! Not play time!

goes on in this room.

Open on the outside of a typical corporate office in any suburban office park.

He turns the lights out. VO: Food fight!

We see from behind the man helping the woman back into her dress

Cut to a corporate conference room to find a typical financial meeting about to begin.

SFX: Splatters, crashes, bottles breaking.

SFX: Zipper being zipped.

Boss: Thanks everyone for taking the time, especially considering how busy we all are. But understanding this stuff is really important. This could make or break this quarter. So let’s just jump right in.

The lights go on, one man peels lettuce from another’s face. Boss: This is not a fraternity party! Let’s roll along.

The boss quickly turns the lights on and off. All is quiet. Feeling confident he turns out the lights. And all hell breaks loose. He turns the lights on.

The boss uses a remote to turn the lights off.

SFX: Cat’s meow.

SFX: Snoring.

The lights turn on to find a cat walking across the conference room table.

He turns the light on immediately. People are just waking up. Boss: Oh, come on folks. We just started. Wake up, alright? Good.

Silently, and amazed, the boss turns the lights out. Female VO: Oh yes, faster, faster. Oh!

He turns out the lights.

Male VO: Ohh.

VO: Who’s a pretty pony? You’re a pretty pony.

The lights go on and we see one couple obviously caught en-flagrate straightening themselves up

He turns the lights on, we see a man playing with toy horses.

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The lights go out.

Boss: I’m alive and I can hear everything that

SFX: Animal noises, baby crying, mayhem, etc. Boss: BLEEP you. BLEEP you guys. He turns the lights out. Super: Meetings are better online. Logo: Join.me


Online Video Campaign 8 bronze title iPeople agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino director of broadcast Liza Near broadcast producer Zeke Bowman producer Jamee Sheehy music Robot Repair animator/editor Robyn Rhodes

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Online Video Campaign 9 bronze title Ram Trucks – Proven Campaign agency SapientNitro client Chrysler chief creative officer Gaston Legorburu creative directors Barry Fiske, Alan Pafenbach associate creative directors Gabe Flavin, Marc Gottesman art director Micah Whitson copywriter Dave Kuhl designer Morgan Harary business affairs Barbara Karalis production company @radical.media producer Chris Jennings director Zach Merck cinematographer Ketil Dietrickson editors Mario Mares, Eric Freidenberg music composer Justin Schwenk animator/editor Morgan Harary project managers Todd Kozan, Craig Couture, Robin Kim campaign strategists Jeannie Christiansen, Aaron Waterman account managers Jarrid Hawkins, Kelly Wilson, Gina Lovisa account directors Sarah Anderson, Alyssa Altman

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"Proven" Any company can make claims about what their trucks can do. Any company can just talk. At RAM Trucks, we believe in proving it. So we created a series of web films to let our trucks and their owners speak for themselves. We used real trucks, real RAM owners, real challenges and real passion to document everything a RAM truck can do. And all the things it’s always done. It’s not a claim. It’s not just talk. It’s proven. It’s RAM.

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Online Video Campaign

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"Project 2, Episode #1" [Logo appears on screen. Logo reads: LET’S GO DESIGN. AN INTERACTIVE WEB SERIES. presented by SolidWorks] Hey, everybody. Welcome back to Let’s Go Design. It’s time for Project #2 – a single-person multisport practice cage. We’re here at Assabet Valley High School to meet with some up-and-coming engineers

and to go out on the practice field and meet with some athletes. Let’s go inside and meet the instructor, Bryant LaFlemme. Jeremy: Wow, this place is impressive. Hey, Bryant. Bryant: Welcome, Jeremy. Glad you could make it out today. The students are really excited to have you here and we’d like to take you in and show you around...

10 merit title Let’s Go Design agency Small Army client SolidWorks creative director Steve Kolander art directors Sam Pitino, Christian Williams copywriter Bruce Gray designer Sam Pitino illustrator Sam Pitino business affairs Jeff Freedman editor Tania O’Brien interactive programmer Ben Alvord project managers Paul Dome, Lauren Kennedy technical director Ben Alvord campaign strategist Jeff Freedman account directors Paul Dome, Lauren Kennedy post production Tania O’Brien

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"Project 3, Episode #1" [Logo appears on screen. Logo reads: LET’S GO DESIGN. AN INTERACTIVE WEB SERIES. presented by SolidWorks] It’s time for Project 3. You guys said you wanted to do something cool, fast and seriously innovative. But we’re not just going to design another hot rod, we’re going to design a hot rod baby buggy. I don’t even have a baby but even I know there’s a serious

need for a product like this. I mean, everything is either unisex or designed for moms. I mean, what is this thing? So we’re going to design the first hardcore baby buggy for dads and we’re here today at Factory Five Racing for some inspiration and we’ve got plenty of it. Let’s put some serious horsepower in this baby buggy. Maybe paint some flames. It might be lightweight composite like this hot rod fender...

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"Project 3, Episode #3" [Logo appears on screen. Logo reads: LET’S GO DESIGN. AN INTERACTIVE WEB SERIES. presented by SolidWorks] Welcome back to Let’s Go Design, your SolidWorks Interactive Web Series. This is episode 3 of The Hot Rod Baby Buggy. Last time out we created our tracks. Now before we design the baby cockpit, we need to focus on propulsion. As a way to save time and money, I decided

to reverse engineer some key components from a used golf cart. After ripping this thing apart, I’m hoping to reuse the axle, the differential, and the motor. My friend Tim is going to come by later with the latest 3D scanner technology so I don’t have to model everything from scratch inside SolidWorks. One of the best parts about the SolidWorks community is our value-added reseller channel. My buddy Tim works at a local reseller here and I invited him by to help me out with this project...

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Innovative Use of Media Single Entry 1 gold title Buttons agency Hill Holliday client Liberty Mutual chief creative officer Lance Jensen group creative directors Kevin Daley, David Banta art director Kevin Daley copywriter David Banta photographer William Huber production manager Pam Neison print producer Kate Geskos

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Innovative Use of Media Single Entry 2 silver title This Guy agency NAIL client WRNI creative directors Alec Beckett, Brian Gross designer Chris Falman production manager Lizzi Weinberg 3 bronze title Dunkin Donuts – Digital Menu Board agency SapientNitro client Dunkin Donuts chief creative officer Gaston Legorburu creative directors Barry Fiske, Alan Pafenbach associate creative director Allison Sarno art directors Greg Romano, Erika Kane, Will Jacomme copywriter Emily Sullivan information architecture Timothy Parcell, Catherine Williams developer/software engineer Texas Digital Systems animator/editor Morgan Harary project manager Geoff Melton campaign strategist Jeannie Christiansen account executive Rob Peacock

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"Digital Menu Board" What do slow motion falling blueberries, Captain America and National Donut Day have in common? They’re all part of the way Dunkin Donuts now connects, interacts and communicates with in-store customers. Introducing the Dunkin Donuts digital menu board. It’s not just a new menu. It’s a whole new media channel.

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Innovative Use of Media Campaign 1 gold title You Tube Takeover agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino art directors Brian Leech, Tim Vaccarino copywriters Allison Rude, Dave Weist director of broadcast Liza Near broadcast producer Zeke Bowman director digital production Christian Madden digital producer Cindy Kao flash developer Joey Tomaino production designer Gabe Weinberg digital studio manager Steve Haroutunian 1 (1 of 4)

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"YouTube Takeover" We needed an innovative and cost-effective way to launch our You Above All campaign for JetBlue. We did this by creating a first-ever YouTube takeover where we denied people free video content to pose the question: “You expect free entertainment here, why not in the air?” After all, part of our problem was that people accepted a lower standard of service from airlines because they didn’t think they had much choice. We drove them to a customized video content that changed the ground rules from the ground up. 1 (4 of 4)

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Innovative Use of Media Campaign 2 silver title Unsweetened Truth Digital agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art director A. James Stone copywriters Bryan Karr, Chris Jacobs director of broadcast Bill Goodell digital producer Ingrid Wong flash developer Joe Carpenito information architecture Mark Donadio project manager Raquel DaSilva technical director Ebbey Matthew analytics Meghan Kotula production supervisor Graham Cousens strategic insights Dan Sarmiento, Ashley Shaffer account service Paul Nelson, Tia Philips, Sarah Tambascio

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"Unsweetened Truth Digital" Tobacco companies sell a lot of candy-flavored products today. This raises two questions – why make a deadly product taste sweet, and just who are these candy flavors for? Who better to ask these questions than some of the 8.5 million Americans living with a tobacco related disease. 2 (4 of 4)

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Innovative Use of Media Campaign 3 merit title Let’s Go Design agency Small Army client SolidWorks creative director Steve Kolander art directors Sam Pitino, Christian Williams copywriter Bruce Gray designer Sam Pitino illustrator Sam Pitino business affairs Jeff Freedman editor Tania O’Brien interactive programmer Ben Alvord project managers Paul Dome, Lauren Kennedy technical director Ben Alvord campaign strategist Jeff Freedman account directors Paul Dome, Lauren Kennedy post production Tania O’Brien

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"Project 2, Episode #1" [Logo appears on screen. Logo reads: LET’S GO DESIGN. AN INTERACTIVE WEB SERIES. presented by SolidWorks] Hey, everybody. Welcome back to Let’s Go Design. It’s time for Project #2 – a single-person multisport practice cage. We’re here at Assabet Valley High School to meet with some up-and-coming engineers

and to go out on the practice field and meet with some athletes. Let’s go inside and meet the instructor, Bryant LaFlemme. Jeremy: Wow, this place is impressive. Hey, Bryant. Bryant: Welcome, Jeremy. Glad you could make it out today. The students are really excited to have you here and we’d like to take you in and show you around...

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"Project 3, Episode #1" [Logo appears on screen. Logo reads: LET’S GO DESIGN. AN INTERACTIVE WEB SERIES. presented by SolidWorks] It’s time for Project 3. You guys said you wanted to do something cool, fast and seriously innovative. But we’re not just going to design another hot rod, we’re going to design a hot rod baby buggy. I don’t even have a baby but even I know there’s a serious

need for a product like this. I mean, everything is either unisex or designed for moms. I mean, what is this thing? So we’re going to design the first hardcore baby buggy for dads and we’re here today at Factory Five Racing for some inspiration and we’ve got plenty of it. Let’s put some serious horsepower in this baby buggy. Maybe paint some flames. It might be lightweight composite like this hot rod fender...

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"Project 3, Episode #3" [Logo appears on screen. Logo reads: LET’S GO DESIGN. AN INTERACTIVE WEB SERIES. presented by SolidWorks] Welcome back to Let’s Go Design, your SolidWorks Interactive Web Series. This is episode 3 of The Hot Rod Baby Buggy. Last time out we created our tracks. Now before we design the baby cockpit, we need to focus on propulsion. As a way to save time and money, I decided

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to reverse engineer some key components from a used golf cart. After ripping this thing apart, I’m hoping to reuse the axle, the differential, and the motor. My friend Tim is going to come by later with the latest 3D scanner technology so I don’t have to model everything from scratch inside SolidWorks. One of the best parts about the SolidWorks community is our value-added reseller channel. My buddy Tim works at a local reseller here and I invited him by to help me out with this project...


Innovation Award 1 silver title Senior Simulator Suit agency Antler client Liberty Mutual production manager Luke Garro producer Adam Sadowski

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Evidence of Success Evidence of The Program’s Business Success The combination of events generated nearly 1,000 direct impressions with consumers who attended the event, tried on the Senior Simulator Suit™, played the Driver’s Seat Game and pledged to have the conversation. Collectively, the events drew broad media attention with over 300 press hits and over 7,000,000 estimated impressions, culminating with Senior Simulator segments on The Today Show, WPIX11 in New York City, and CBS3 in Philadelphia, as well as news articles in the Chicago Tribune and Huffington Post. Evidence of the Program’s Cause-Related Results The National Conversation Drive encouraged countless conversations between adult children and their aging parents and relatives about staying safe on the road while maintaining their independence and mobility. As a direct result of this movement in 2010, Liberty Mutual was able to make a donation to their partners at ITNAmerica to help fund safe transportation for seniors when driving is no longer an option. In 2011, the movement will carry on through Liberty Mutual’s efforts to continue to drive awareness around this issue and to equip individuals with the tools and resources to help facilitate productive conversations about safe driving for seniors.

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Innovation Award 2 silver title Mike in the Window agency Digitas client Proctor & Gamble executive creative director Rob Rizzo group creative director Mitch Levy creative director Peter Tschudy art director Matt McGowan copywriter Kait Strovink designer Su Young Kim strategist Laura Rollins producer Gerry Izzo editor Matt Macomber Gigunda interactive creative director Scott Salsbury account executive Amy Snelling account managers Emily Midgely, Francesca Sorrentino brand manager Marty Vanderstelt technology manager Chris Robert connections manager Andres Mongrue proctor & gamble external relations Sarah Pasquinucci public relations Jillian Kwolek, Devries PR assistant brand manager Tatiana Quaife

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Cause-Related Marketing Single Entry 1 silver title Celebrity Baggage agency Mullen client JetBlue chief creative officer Mark Wenneker group creative directors Dave Weist, Tim Vaccarino art director Brian Leech copywriter Allison Rude photographer Kara Kochalko retoucher Bethany Acheson executive producer Zeke Bowman director of broadcast Liza Near digital producer Cindy Kao 1 (1 of 4)

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"Celebrity Baggage" We needed to create buzz in L.A. about JetBlue’s “First Bag Free” baggage policy. So we tapped into a truth Hollywood was already talking about. The fact that celebrities carry a lot of excess baggage. And positioned JetBlue as the one to help free them of it. We kicked off the JetBlue Celebrity Baggage campaign with an open letter to celebrities in the L.A. Times. It asked them to hand over their excess baggage to JetBlue, so it could do some good for a change and be auctioned off for charity. Celebs like Lindsay Lohan, Kelly Osborne, Ryan Seacrest, Jessica Simpson, Donald Trump and many others generously donated actual bags from their personal collection in response. The whole 2-week auction took place on eBay. And we drove to it by creating a museum like display on the streets of Santa Monica complete with QR Codes and interactive touch screens. We also took out a series of mobile and rich media ads that allowed users to bid on their favorite celebrity’s bag directly from the banner itself. Response in the social community was huge and even the Celebrities themselves sent out tweets to raise the price of their own bag. And the entire 2 week campaign resulted in $44k dollars raised for charity, over 8k new Facebook fans, and over 68 million sets of eyes on our First bag Flies Free Messaging due to press coverage of the campaign.  

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Cause-Related Marketing Single Entry 2 SILVER title MLB Jackie Robinson Foundation Website agency Hill Holliday client Major League Baseball chief creative officer Lance Jensen group creative directors Tim Cawley, Kevin Daley art director Megan O’Connell copywriter Justin Galvin designer Scott Woolwine production manager Paul Pantzer production company MLB Advance Media

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Cause-Related Marketing Campaign 1 silver title National Conversation Drive agency Antler client Liberty Mutual account manager Adam Sadowski account director Luke Garro brand manager Britta Schell creative director Josh Greenspan (Strawberry Frog) client service director Heather Fullerton (Strawberry Frog)

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Evidence of Success Evidence of The Program’s Business Success The combination of events generated nearly 1,000 direct impressions with consumers who attended the event, tried on the Senior Simulator Suit™, played the Driver’s Seat Game and pledged to have the conversation. Collectively, the events drew broad media attention with over 300 press hits and over 7,000,000 estimated impressions, culminating with Senior Simulator segments on The Today Show, WPIX11 in New York City, and CBS3 in Philadelphia, as well as news articles in the Chicago Tribune and Huffington Post. Evidence of the Program’s Cause-Related Results The National Conversation Drive encouraged countless conversations between adult children and their aging parents and relatives about staying safe on the road while maintaining their independence and mobility. As a direct result of this movement in 2010, Liberty Mutual was able to make a donation to their partners at ITNAmerica to help fund safe transportation for seniors when driving is no longer an option. In 2011, the movement will carry on through Liberty Mutual’s efforts to continue to drive awareness around this issue and to equip individuals with the tools and resources to help facilitate productive conversations about safe driving for seniors.

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Cause-Related Marketing Campaign 2 SILVER title Can you put a value on public television? These people can. agency Seftel Productions client WGBH chief creative officer Jamie Parker, Ben Godley executive creative director Joshua Seftel (Seftel Productions) group creative director Joshua Seftel (Seftel Productions) creative director Jill Landaker (Seftel Productions) associate creative director Jill Landaker (Seftel Productions) art director Joshua Seftel (Seftel Productions) copywriters Cynthia Broner, Amanda Goodwin (WGBH) photographer Tracy Powell strategists Jamie Parker, Ben Godley production company Seftel Productions producers Joshua Seftel, Jill Landaker associate producer Margaret Anderson director Joshua Seftel cinematographer Austin deBesche editors Oliver Lief, Michael LaHaie special effects finishing Paul Sanni music composer John Dragonetti sound engineer Paul Sanni

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"Jason Talbot" Growing up in the ‘80s, we used to play hide-and-goseek, hopscotch and kick-ball. All of a sudden, those streets I used to pay in were flooded with violence and drugs. It became a very dangerous place. Right outside the backdoor of my middle school was gang territory. I had to walk from my school through gang territory after gang territory after gang territory before I finally got home. And these guys would chase us. There was a point where I looked out of my window onto my street where my neighbor had been shot. And I really didn’t see myself making it to 21. I got to say, I retreated to my living room to find safety, to avoid the danger. The living room television became a window, a gateway into a broader world, a world that was closed off from me. If I ran home, I got to watch Bob Ross. Not only was his painting techniques almost like a magic trick, but after the stress of running home, it just soothed me. Me and my brother, we once go into a fight: he wanted to watch hockey, I wanted to watch Julia Child. I loved the artistry that Julia Child used when she cooked. I loved the craft. “This Old House” gave me the confidence to make the things that I felt the world needed. Growing up in gang territory, sometimes I felt despair. But you can turn on the

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television and see a beautiful world. It gives you hope that you can make it to that world. Art is an extremely important part of my life today. I’m one of the founding members of Artists for Humanity, where I mentor young people to help them be creative and find creative solutions for the problems they see in the world. We use artwork to teach life lessons. The creativity that I saw on WGBH, not just in Bob Ross’s brush, but from the solutions that the astronauts have to come up with to repair a space station. Those creative solutions are what I hope to apply to the problems that I see in our neighborhoods and our communities today. To this day, there is still gangs in my neighborhood. I do my best as a mentor to keep kids out of gangs, to make sure that there is a clear path towards success from my neighborhood. I found that path through WGBH. By being well-educated and well-informed, I can better inform, I can better educate, and I can be a stronger leader.


Cause-Related Marketing Campaign

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"Kim Charlson" Kim: When I was growing up, I was I guess what you would call kind of a precocious child. I liked to read and I liked music. I really liked going to movies with my family. I was sighted until I was age 11, when I was diagnosed with juvenile glaucoma, which is an eye condition that very gradually takes your vision away. When I started to lose my vision, still we would go to the movies. It was something we did as a family. But as my vision-loss progressed, I couldn’t tell what was happening on the screen, and so my parents would have to describe, and they’d whisper to me what was happening. It would often upset other theatre-goers who would hear whispering and they would tell my parents to hush up and not to talk. And we just stopped going to the movies altogether as a family, and that became something that we just didn’t do. I grew up and I didn’t really do movies. For a long time I just blocked it out and thought there just wasn’t anything I could do anymore since I couldn’t see. When I moved to Massachusetts in 1985, I became connected with a lot of the organizations around the area, and one of them was WGBH. I was approached by WGBH for a new service called “Descriptive Video Service.” They had a pilot test to see what

the blind community would think. We went together as a group of about 25 people and watched a program. VO describing picture: A star explodes into a cloud of pink and purple gas. In the middle of the cloud, the word NOVA appears in black capital letters. Kim: It was a NOVA program with description interspersed in the pauses of dialogue telling us what was happening. When the show was over, we all sat there totally silent. For about 10 seconds. Because we just couldn’t believe that we had just sat through a television program, and we actually understood what had happened. Who would have thought that making television accessible for people who are blind or visually impaired was something that a major television station would even be interested in doing? The blindness community said to WGBH: “We love programming on television, it’s great, but what about the movies?” They picked up the challenge. They’ve worked with all the motion picture studios to get movies accessible. The first movie that I went to see in a movie theatre was the movie “Titanic.” It was really exciting for me because I got to go to the movies like everyone else, and I got to buy popcorn like everybody else. It was something that I hadn’t done for over 30 years. Even though I can’t see the screen, it’s the same thing that everybody else is

doing. It’s a total experience. And “Titanic” was such a big movie. I just loved every word that came through the headsets that told me what was happening. VO descriptive voice: Jack’s face grins beside hers as they soar over the waves on their solitary perch. Kim: One of my favorite scenes was when Leonardo DiCaprio and Kate Winslet were standing out on the prow of the ship, looking at the setting sun and the reflection on the water. I really lost myself in the whole movie experience, because I could understand it, I could follow the story, and it was really a major experience for me. I even sat at the end and I listened to every credit of that movie because it was described and I could do it. I didn’t have to say, well who played so-and-so? I actually went and saw “Titanic” with description in the movie theatre 3 times. Since I went to “Titanic” for the first time, audio description has grown tremendously, and now people who are blind and visually impaired all across the country have the whole experience of going to the movies. I can go with my friends and my family and my husband. And they don’t have to tell me what’s happening. Having access to television and movies again, which was something that I had enjoyed so much when I was younger, really brought back something that was missing in my life. It took 30 years for me to have that opportunity, but WGBH made it possible.

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Cause-Related Marketing Campaign

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"Lev Mamuya" Lev: I’m Lev Mamuya, and I’m 14. I’m a big Red Sox fan, as well as all Boston sports teams. No one in my family was really a musician. My grandmother had a cello just in her house. I always liked to just play around with and pluck the strings. It became something that I was very interested in. Eventually I started taking lessons when I was around 3 and a month. I first learned about “From the Top” on the radio when it was just a radio show. On Sundays we all used to listen to it, usually around dinnertime. It was just a kind of a family thing.

Show host: Welcome to the stage from Massachusetts, 11-year-old cellist Lev Mamuya.

Radio presenter: From MPR, it’s “From the Top,” celebrating the energy of America’s kids and the power of classical music.

Lev: When I walked out, I had a big smile on my face. That was probably the moment, I think, where I was a little bit nervous.

Lev: And then when the TV show started on PBS, we would, every week we would watch the episodes, I think I’ve seen all the episodes.

Show host: You’re in New York, my friend, this is a Red Sox hat.

Show host: From Linden, Utah, please welcome 15-year-old flutist Helen Magar.

Show host: Alright, before we get killed, what are we gonna play together?

Lev: I thought these kids who were appearing on the show, they were very good at music, pretty cool kids, maybe I want to do that one day.

Lev: With every performance, a lot of things are going through my mind: you know you can do this, but also don’t mess up.

“From the Top” I think is what inspired me to work hard. I started to say well maybe if I work really hard, maybe I could do this, just like the kids I’ve heard. From the top had auditions in Boston, and I went in and I had an audition, and I got in.

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They asked me if I’d like to be in the TV show in Carnegie Hall in New York. I heard the names of all the big performers playing at Carnegie Hall, it’s just kind of like the Mecca for musicians. When I found out I was going to be on the show, it was exciting for me. It was a couple of months off from when they told us, so I had a couple of months to prepare. It really inspired me to want to do well on the show because it’s really a chance for you to show everyone what you’re capable of doing.

Lev: So what?

At the beginning of the performance especially I was like: oh my god I’m playing in Carnegie Hall. And eventually, I just kind of settled into it. That performance was one of the first really big performances for me.

I think that was the best moment for me when I just finished my performance because a lot of people were applauding, and it was a gratifying moment. Not a lot of 11-year-olds get to play at Carnegie Hall, and I think that experience for me, made me realize that if you really, really, really want to do it, and you devote everything you have into it, I know it sounds really cheesy, but you can do it. Playing on the show not only motivated me to work harder, it made me want to spread my music with different people, different audiences. I’m in a quartet right now that has its concerts in nursing homes, and I play in the hospice. I definitely think that there is a need for WGBH, because I think one of the most culturally emerging stations there is, and it exposes children as well as adults to good ideas. Without WGBH, the world would be just a lot less fun for people of all ages. Being at Carnegie Hall for me was one of the most exciting things I’ve done up till now. I really hope to play at Carnegie Hall again. I definitely think music will be a part of my life for my whole life.


Cause-Related Marketing Campaign

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"David Nash" David: There’s like this overwhelming sense of machismo in the army. You gotta be tough, you gotta be this, so nobody wants to say, hey, this is really what’s going on.

David: Talked to a psychologist when you first got back when they are trying to debrief you or whatever. I just figured I was ok.

Frontline presenter: Today Frontline investigates the invisible wounds of war.

Unknown: I think a lot of soldiers came back and they were trying to suppress the PTSD. And one of the ways you suppress is by doing cocaine.

David: I was in a Frontline documentary called “The Wound Platoon.” The documentary was about the aftereffects of the operation in Iraq. It showed how the Army wasn’t adequately equipped with handling soldiers with PTSD.

David: That’s all I wanted to do was drugs. If your mind was wandering before and you had trouble shutting it off, all of a sudden, oddly enough, you know, you’re giddy as all hell whenever you snort cocaine.

On a daily basis, it’s very likely that you would see things that are upsetting to most people. You’re trained not to think about it. You’re trained to simply do as you’re told, and you get to go do it all over again the next day.

Doing these drugs, they’ll flood your system with serotonin and dopamine, and the next day, you feel like a complete ass, so what do you do? You do more of it.

There was a huge explosion, I stepped off the gun to go help, and I stepped right into a pool of blood, Huey’s blood. That’s where he had been hurt. Frontline presenter: 7 soldiers from 3rd platoon were badly wounded. Sergeant Huey was in the worst shape. David: Shrapnel went through his femoral artery, and he eventually passed away. My platoon lost Sergeant Huey, we lost our heart. Frontline presenter: The bomb that killed Huey devastated 3rd platoon. The soldiers who were there that day are now scattered across the United States. They are still haunted by what happened.

Frontline presenter: Nash failed two army drug tests. He says he then asked his commanders for help dealing with the symptoms of Post-traumatic Stress Disorder. Nash’s record shows that he did alert Fort Carson doctors about his PTSD symptoms. The assessment concluded he was a current risk for harm to himself or others. Shortly afterwards he was discharged from the army with no PTSD diagnosis, and what’s called an “Other than Honorable Discharge.”

David: When I first talked to Frontline people, I was lost. My mental state was in turmoil. I was a very unhappy person, you know, smiling on the outside, crying on the inside. Right after the broadcast of the documentary, the VA called me and they were like: “Hey we would like to help you start the process of getting your health benefits back.” It rejuvenated my life. And all of a sudden you just hear vaboom, and a big old mushroom cloud. Counselor: How does it feel talking about it? David: I dunno, just sad I guess. Sad, angry. They had a counselor at the veteran center, and he helped tremendously. Counselor: The best definition of PTSD I ever heard: it’s a normal reaction to an abnormal situation. David: Just, it’s like this weight had been lifted from my shoulders. It’s all because of WGBH and Frontline. It helped me, and if there’s a person like me, there’s a hundred, if there’s a hundred, then there’s a thousand. The future’s very clear. I get my bachelor’s, get accepted to medical school, from then, you know, Dr. Nash, you’re looking at him.

David: I lost the GI bill, health insurance. I thought that I lost help. Frontline presenter: It’s now 4 years since Nash was thrown out of the army. He is still unemployed, he avoids crowds.

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"Elisa Leavit" I am Elisa Leavit. I have 3 boys. I have George who is 8, William who is 7, and Aidan who is 5. George came into the world like every other baby. He was perfectly healthy. Around his first birthday, I started noticing little things developmentally; his motor skills were off. Into turning 2, we started seeing obsessive behaviors. You couldn’t ignore it. I started noticing a lot of sensory issues. Textures in general could be very offensive, or more pleasurable than they need to be. In kindergarten, there was a lot of anxiety sending him off every day knowing that he is going to be rubbing his mouth on the back of some little girl’s hair because he thinks it’s really soft. At the beginning of first grade, George started talking about feeling different from other kids. He was saying, you know, so-and-so doesn’t wanna play with me. As a mom, you know, sending your son to school, knowing that there are kids that are gonna say you’re weird and you’re different, that’s painful. This is a kid that I love with my whole heart. That was a challenge for both my husband and I, I think. I remember the day that we had George’s diagnosis: my husband said, “We love him. Now we get to love him better.” I said, “That’s it. That’s the bigger picture. Now we can know how to love him better.” I had gone online and searching and searching

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for some sort of video for him to watch, and when I stumbled upon a phrase that said: “Arthur introduces a new character with Asperger’s Syndrome,” my jaw just dropped, like, “wow, wow!” The story tells about a regular kid who interacts for the first time with a kid with Asperger’s Syndrome. It was written as if it was exactly for my family and for my son, even down to the fact that my son looks like the little boy on “Arthur.” I saw it while my son was still at school. So when he came home and walked in the door, I said, “Oh, George you are not gonna believe what I found, like, why don’t you come and sit on the couch with me?” And as soon as it really started and he got the gist that, “Oh, my goodness, this is a story about me!” He was like, ear to ear beaming: “Wow, this is about Asperger’s Syndorm, like this is fantastic!” He wanted to watch it over and over again. He couldn’t wait to have his brothers like: “Come sit down to watch this with me.” [And then he could not wait for my husband to get home from work, because he was like, "Dad, the best thing happened today, the best thing ever! Come sit on the couch with me.” Really did bring tears to my husband’s eyes, like, “This is really great!” The episode of Arthur really impacted George in a huge way. It impacted him by giving him more self-confidence. George does, on a regular basis, talk to his friends about, you know: “There’s an episode of Arthur that you

should see,” you know, “Have you ever seen that one? Because that’s what I have.” For my younger sons, letting them have something to help them understand their big brother and realize that: “that’s my big brother and I love him, and he’s different and he’s quirky, and he’s fantastic just the way he is.” That’s really important to me. I think WGBH is different than regular programming, because I think that they focus on things that people need to be educated about. People need to be educated about disabilities, about other people, about the world around them. There’s always going to be someone who’s different. I think that having a TV station that highlights those things and finds the beauty in them and is willing to share and educate everyone else about it is so important. It’s so important.


Cause-Related Marketing Campaign 3 bronze title Relief By Design agency Allen & Gerritsen client Relief By Design chief creative officer Gary Greenberg creative directors Doug Gould, Eivind Ueland art director Carlos Perez copywriter Adam Cote designer Ben Daley

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Creating a Movement 1 merit title Aflac Casting Call agency Digitas client Aflac executive creative director Rob Rizzo group creative director Len Rallo art director Dylcia Morell copywriter Deb Siegel information architecture Bill Goff backend developer Ajay D’Mello project manager Julie Collins technical director Murthy Peri account director Joey Curtis broadcast Kaplan Thaler Group public relations Paine PR media Starcom MediaVest

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Creating a Movement

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2 merit title Noah Wild Adventure agency MMB client Noah Wild chief creative officers Fred Bertino, Jamie Mambro, Jerry Cronin executive creative directors Fred Bertino, Jamie Mambro, Jerry Cronin group creative directors Fred Bertino, Jamie Mambro, Jerry Cronin creative directors Jerry Cronin, Jamie Mambro associate creative directors Jerry Cronin, Jamie Mambro art director Liz Albrecht copywriter Jerry Cronin illustrator Tom Kyzivat print producer Chrissy Mussari

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Games Single Entry 1 silver title Kiss my Glass agency Arnold Worldwide client truth chief creative officer Pete Favat executive creative director Roger Baldacci creative directors John Kearse, Meg Siegal associate creative director Mike Costello art director A. James Stone copywriters Bryan Karr, Ryan Dean Waite designer A. James Stone business affairs Kim Stevens director of broadcast Bill Goodell flash developer Jimmi Heiserman information architecture Mark Donadio backend developer David O’Trakoun project manager Bob Carlson technical director Ebbey Matthew analytics Darshan Sampathu planners Dan Sarmiento, Ashley Shaffer strategic insights Avin Narasimhan quality assurance manager Bryan Raffetto account service Paul Nelson, Tia Philips, Steve Masterson, Sarah Tambascio

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Games Single Entry 2 merit title Stop the Mungries agency Arnold Worldwide client McDonald’s chief creative officer Pete Favat executive creative director Roger Baldacci group creative director Chris Edwards creative directors Mary Rich, Pete Shamon art director Jaime Reilly copywriter Brett Reese illustrator Soup2Nuts digital producers Graham Cousens, Ryan Donohue flash developer Squarewave project managers Brian Fitzgerald, Jenn Dodds quality assurance manager Bryan Raffetto account service Gary Steele, Frank Macina, Tonya Banks

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Games Single Entry 3 merit title Snowball Flurry agency Kronos client Kronos creative director Ken Volk copywriter Rick Hall designer Nic Valentino illustrator Nic Valentino lead flash developer Devin Arnold

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Francis Whiting Hatch

Francis Whiting Hatch

| 1897-1975

| 1897-1975

Francis W.ofHatch began his 40+ year advertising career in the Bosto Francis W. Hatch began his 40+ year advertising career in the Boston branch Barton, Durstine & Osborn (later to become the internationally famous BBD Durstine & Osborn (later to become the internationally famous BBDO) where he helped

build the foundation of New England advertising. A poet, playwrig build the foundation of New England advertising. A poet, playwright, songster, and storyteller, he chronicled history as he knew it and lived it. and storyteller, he chronicled history as he knew it and lived it.

Frank was a humanitarian and a leader in the community with a firm Frank was a humanitarian and a leader in the community with a firm belief that it is good for the advertising industry for the advertising industry to devote time to public service. He gave his time and energies to devote time to public service. He ga

to the Red Cross,He thewas Red Feather, the Boston Symphony, and oth to the Red Cross, the Red Feather, the Boston Symphony, and other organizations. an inspiration to all who knew him. an inspiration to all who knew him.

years ago,the the leaders of the Greater Boston advertising Fifty-one years ago, the leaders of the Greater Boston advertising Fifty-one community began tradition of honoring their peers for creative excellence in their fie tradition of honoring their peers for creative excellence in their field. In choosing the title

of this it was decided that it would carry the name of a pers of this event, it was decided that it would carry the name of a person whoevent, was respected for unanimously the qualities selected: for which the Advertising Club stood. That name w for the qualities for which the Advertising Club stood. That name was Francis W. Hatch.

Francis W. Hatch.

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Recognition Credits

Recognition Credits

OTOGRAPHY The Ad Club would like to recognize the following

EVENT PHOTOGRAPHY

anchard individuals and companies for their continued support and generous contribution of time and service to the Fifty First WEEKENDAnnual Hatch Awards. nue PARTNERS+simons VIDEO OPENER m Adbeast agency Allen & Gerritsen VELOPMENT MANAGEMENT chief creative officer Gary Greenberg Getker creative directors Doug Gould, Eivind Ueland associate creative directors George Koukkos, Ryan Raulie TION OF AWARDS director broadcast production Lucy Herzog ceremonies John of Verret assistant producer Caroline Keene director of photography Andy McCarthy | Star Pilot Productions UB assistant cameras Dave Bouley, Jeff Torrice Kathy Kiely director GregMish Roman | Red Tree Productions partnerships Michael editor Mike Reuter | Editbar r John DeGray executive Vanessa Macedo | Editbar ect director Kristin producer Andreotes

Michael Blanchard JUDGING WEEKEND

judging venue PARTNERS+simons entry system Adbeast ENTRY DEVELOPMENT MANAGEMENT

Kimberly Getker PRESENTATION OF AWARDS

master of ceremonies John Verret THE AD CLUB

president Kathy Kiely director of partnerships Michael Mish art director John DeGray senior project director Kristin Andreotes director of content & programming Kate McCabe director of content & strategic insights Ellis Reavey director of events Casey Guerin professional development Clare Cox interns Mara Martin, Emily Quinn, Alex Madsen

content & programming Kate McCabe HATCH AWARDS BOOK content & strategic insights Ellis COVER Reavey agency Full Contact Advertising events Casey Guerin creativeClare directors al development Cox Marty Donohue, Tim Foley art directors Kevin Barlow, Adam St. John ra Martin, Emily Quinn, Alex Madsen copywriter Chris Milne retoucher Emily Scalici CH STEERING COMMITTEE

2011 HATCH STEERING COMMITTEE

nberg | Allen & Gerritsen, Co-Chairman HATCH AWARDS BOOK/ PRODUCTION sen | Hill Holliday, Co-Chairman printing & publishing courtesy of Uni-Graphic anfield | Fresh Tilled Soil ett | Nail paper courtesy of Staples ran | Pod Digital Design HATCH PRODUCTION | Full Contact Cramer Digital Marketing & Event Solutions dy | Mullen rnell | One to One Interactive HATCH PROGRAM BOOKLET/ ugh | Hill Holliday CREATIVE & PRODUCTION | Arnold creative director John DeGray | Digitas junior designer Jason Black

Gary Greenberg | Allen & Gerritsen, Co-Chairman Lance Jensen | Hill Holliday, Co-Chairman Richard Banfield | Fresh Tilled Soil Alec Beckett | Nail Steve Curran | Pod Digital Design Tim Foley | Full Contact Kevin Grady | Mullen Jeremi Karnell | One to One Interactive Rick McHugh | Hill Holliday Mary Rich | Arnold Rob Rizzo | Digitas

HATCH AWARDS BOOK

production Callie Zabilski copy editing Ashley Lynch-Mahoney ANIMATION PRODUCTION

agency General Gau concept Dave Waller, Anders JL Beer direction Anders JL Beer development art Nick Zagami production artists Evan E. Richards, Robin Hobart, Doug Brown, Anders JL Beer flame work Brickyard VFX

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2011 Hatch Awards Book  

The Hatch Book

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