Page 145 - Advertising Annual 57

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DIGITAL ADVERTISING
1 Adrianne Benzion/Erika Kohnen, art directors
Lauren Cooper, writer
Frank Cartagena/Sam Shepherd, creative directors Menno Kluin/Matt McKay, executive creative directors Pete Favat/Kerry Keenan, chief creative officers
Brian Gartside/Alex Miller/Juan Carlos Pagan/Lynne Yun, designers Aliza Adam, design director
Scott Lindenbaum/Meghan McCormick, technology strategists Winston Binch, technology director
Joe Calabrese, integrated production director Andrea Curtin, producer
Becky Reithmayr/Alisyn Trani, integrated producers Deutsch New York (New York, NY), ad agency Krylon, client
“We combined unique insights with a pioneering use of social media to create the First Ever Pinterest Yard Sale. First, we positioned Krylon as the spray paint that can make worthless household items valuable again. Then we proved the concept at the world’s longest yard sale. We bought 127 items, spray-painted them and resold them for a massive profit on Pinterest, donating all the proceeds to charity.”
2 Mark Habke, writer
Chris Peel/John Szalay, associate creative directors Danny Robinson, group creative director
Jorge Calleja, executive creative director
Joe Alexander, chief creative officer
Joshua Corliss, animator
Betsy Wishart, digital producer
Dwight Loew, integrated producer
Kim Zaninovich, executive producer
Hayley SooHoo, project manager
The Martin Agency (Richmond, VA), ad agency Ferrero U.S.A., Inc., Tic Tac, client
“For decades, Tic Tac has been the world’s favorite mint. But like other classic brands, the iconic mint was beginning to lose relevance. When we asked fans why they hadn’t bought Tic Tacs recently, the answer was simple: I just haven’t thought about them. So last year, Tic Tac launched a new brand campaign with the objective to stand out big—by going little. They kicked it off with the world’s first preloader ad, combining two things people really don’t like—the spinning loader wheel and the preroll ad—then adding something everyone likes: Tic Tac mints. The campaign reached forgetful millennials on YouTube, Hulu and Virool with a surprise designed to remind them of the joys of going little.”
MISCELLANEOUS
3 (sales promotion series)
Roger Fish/Fernando Passos, associate creative directors Doug Stanley, creative director
Mike Roe, executive creative director
Mark Taylor, chief creative officer
Faustulo Machado, director of photography
Thomas Burden, illustrator
Liz Miller-Gershfeld, art producer
Ramya Parekh/Reema Rao, planners
The 3D Printer Experience, fabricator
Mary Day/David Larimer/Heather Leeds, print producers Mitch Monzon, executive agency producer
Tom Sustan, post-production supervisor
Energy BBDO (Chicago, IL), ad agency
S.C. Johnson, Raid, client
“Reflecting the famous food of New York City, Raid created the first restaurants for roaches—death restaurants. Based off classic New York–style eateries, each restaurant fit perfectly over Raid Roach Baits.”
Communication Arts | commarts.com 147