Page 152 - Advertising Annual 57

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NON-TRADITIONAL ADVERTISING
Vincent Bernard, art director
Luc Du Sault, writer/creative director
Sylvain Grégoire/Marie-Ève Roussy, illustrators
Jérôme Boiteau, Studio Expression, music
Charles Burroughs, Nova Film/David Poulin, Nova Film, directors
Tania Pons Kilfoil, project manager
Sandie Lafleur, project director
Dominik Beaulieu, Nova Film, producer
Julie Pichette, agency producer
lg2 (Québec, Canada), ad agency
Renée-Claude Auclair, Pierre Hamon, Festival de magie de Québec, clients
“An OOH stunt executed on three different medias, in which a magician disappears and reappears from one medium to another to inform people about the Québec City Magic Festival and hand them free tickets.”
(series)
Tim Min/Sherman Winfield, art directors
Tali Gumbiner/Andy Sciamanna, writers
Raphael Milczarek, creative director
Mat Bisher/Grant Smith, executive creative directors
Sean Bryan/Tom Murphy/Eric Silver, chief creative officers Andrew Rae, illustrator
Steve Marchione, project manager
Caitlin Bishop/Alexandra Butler, strategic planners
Kenny Gold, strategist
Katie Henry/Augie Praley/Sebastian Savino, integrated producers Bryan Litman, senior producer
Nathy Aviram, executive producer
McCann New York (New York, NY), ad agency
New York Lottery, client
“New Yorkers love playing the lottery, but sometimes they forget to check their tickets. Last year alone, the New York Lottery had $61 million in unclaimed prizes. This is a problem because winners are the best encouragement for others to play. We helped remind people to check their tickets by searching for one missing winner whose $7 million unclaimed jackpot was about to expire. There wasn’t time to make anything big—instead, we did something quite small. We posted fliers around town featuring a hand-drawn stick figure with the headline ‘Is This You?’ As silly as it may seem, the flier was carefully crafted to show people that the missing winner really could be anyone—just like our stick figure. New Yorkers started checking to see if they were $7 million richer. The story caught on, and in the end, this simple flier generated $12 million in earned media within 48 hours. Not bad for some paper and tape.”
(series)
Tyler Gonerka, art director
Emily Salas, writer
D’Arcy O’Neill, creative director
Adam Chasnow, executive creative director
Ralph Watson, chief creative officer
Owen Plotkin, editor
Jessica Dowling, assistant editor
The Now Corporation, editorial company
JSM Music, music company
Hank Perlman, director
Kelly Olech/Evan Russack, project directors
Kaylin Goldstein, strategist
Joel Simon, music producer
Jamie Slade, integrated producer
Deb Drumm, executive agency producer
Caleb Dewart/Mino Jarjoura, production company producers Hungry Man, production company
CP+B Boulder (Boulder, CO), ad agency
Kraft Heinz Company, Kraft Mac & Cheese, client
“When Kraft announced plans to remove artificial flavors, preservatives and dyes from its iconic mac and cheese, fans worried the recipe change would mean a change in taste. So we sold it for three months without saying a word. During that time, people bought more than 50 million boxes of it, and none of them noticed a difference in taste. Then we announced that we had successfully pulled off the world’s largest blind taste test.”
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Advertising Annual 2016