Page 143 - Advertising Annual 57

3
DIGITAL ADVERTISING
1 Ryan Warner, art director
Matt Garcia, writer
Scott Brewer/Ryan Carroll/Jay Russell, creative directors Todd Black, animator
Amy Torres, producer
GSD&M (Austin, TX), ad agency
PetSmart, client
“For pet parents planning a trip, boarding your pet can be stressful. So we created the Booking Banner to make it painless. Partnering with top travel sites, we coded our Booking Banner to pull in the travel dates pet owners had entered for their trip before calculating the rate at the nearest PetSmart PetsHotel. Customers could then book directly from the banner.”
2 (series)
Mauricio Mazzariol, associate creative director Neel Williams, creative director
Wade Alger/Steve Bassett, group creative directors Joe Alexander, chief creative officer
Cut + Run, editorial company
Liza Miller/Coleman Sweeney, agency producers Brett Alexander, executive agency producer Furlined, production company
The Martin Agency (Richmond, VA), ad agency GEICO, client
“Hike” 1:30, “Lake” :60, “Forest” 1:30, “Going Up” :45
“This year, we had a new preroll problem: a media buy without any skip
buttons. So how do you keep viewers from hating a preroll ad they’re forced to watch to the end? Simple. You fast-forward through it, so they can get to their video faster. At the end of each :15 preroll, viewers could click to watch the full-length ad and see what they missed.”
3 Tony Hird, art director
Matt Bielby, writer
Jay Gundzik, creative director
Donna Deschamps, artist
Liquid 3D, computer generated imagery Hayden Wood, retoucher
Murmur, audio mixer
Patrick Maloney, director
Michael Smith, line producer
Hanna Bratt/Shira Saltzberg, producers
Tim Pelz, broadcast producer
Asymetric, production company
Postpro Media, post-production company Media Experts, media agency
TAXI Vancouver (Vancouver, Canada), ad agency BC Hydro, client
“Nighttime Reading” :30
“By switching from an incandescent light bulb to an LED one, you and
your loved ones can enjoy it for 22 years. This spot focuses on a girl, showing her reading by the same LED lightbulb all the way through to her university graduation.”
Communication Arts | commarts.com 145