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  • National Toilet Paper Day

    Effie Awards   September 1, 2017  

    A partnership around a one-day promotion proved powerful combining Quilted Northern®'s promise of “Designed to be Forgotten®” and Amazon’s Subscribe & Save feature to create an activation around the year's most forgettable day: National Toilet Paper Day.

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  • Ask Guðmundur

    Effie Awards   September 1, 2017  

    With a budget of only $2.1 million, Iceland created a radically new type of tourism campaign using Responsive Content rather than traditional communications to rapidly change the attitudes and behaviours of tourists.

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  • Advice Wipes

    Effie Awards   September 1, 2017  

    To sell more baby bottles, Tommee Tippee made Advice Wipes from real, unfounded parenting advice. That put the brand on the map, increased sales, and made Tommee Tippee a hero for parents who wanted to trust their intuition.

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  • Morton Safe-T-Pet — A Safer Winter for All

    Effie Awards   September 1, 2017  

    Purchase of ice melt products is typically driven by necessity and impulse. Morton Salt’s Safe-T-Pet generated proactive purchases by shifting the frame of reference from “weather necessity” to “pet must-have.”

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  • Lockheed Martin Field Trip to Mars

    Effie Awards   September 1, 2017  

    In an era of Silicon Valley innovation, Lockheed Martin was seen as an outdated defense contractor that was losing its customers to start-up SpaceX. Lockheed Martin set out to shift the conversation away from SpaceX by creating the first-ever group virtual reality experience.

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  • Find Your Perfect

    Effie Awards   September 1, 2017  

    Learn how eBay democratized fashion and celebrated true style individuality with real women at the heart of its campaign.

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  • McDonald's and Coca-Cola

    Effie Awards   September 1, 2017  

    The Sip, Share and Win program was born out of an idea that identified and utilized an important yet understated retail asset in the restaurant business: the drive-thru.

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  • The Super Bowl Dunk

    Effie Awards   September 1, 2017  

    By declining to advertise during the Super Bowl, Gatorade was missing a huge opportunity to connect with competitive athletes during one of the most relevant moments in sport…the Dunk. With a limited media spend, Gatorade worked to turn the Super Bowl into a platform for brand engagement.

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  • College Care Essentials

    Effie Awards   September 1, 2017  

    Blood Equality was born to fight for a policy based on science, not stigma against gay and bisexual men donating blood. The goal: to spark meaningful dialogue with the Food & Drug Administration (FDA) to accelerate the process towards a less discriminatory policy.

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  • #Say It with Pepsi

    Effie Awards   September 1, 2017  

    With young cola drinkers looking at the category in a whole new way, Pepsi differentiated itself with #SayItWithPepsi — its biggest campaign in a decade.

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  • Say Thank You With M

    Effie Awards   September 1, 2017  

    “Say Thank You With M” unified three American icons — M&M’S, U.S. troops and Walmart — into one summer campaign.

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  • Van Gogh BnB

    Effie Awards   September 1, 2017  

    “Van Gogh’s Bedrooms” exhibition generated the highest attendance at the Art Institute of Chicago in 15 years. “Van Gogh BnB” delivered a first-of-its kind brand experience — building a replica of the artist’s 1888 “Bedroom” painting, and through Airbnb, inviting people to book a night inside.

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  • Small Business Saturday

    Effie Awards   September 1, 2017  

    Over the last six years, Small Business Saturday has grown from a social moment into a social movement in the truest sense, generating more than $50 Billion for small businesses nationally on just six celebrated days.

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  • The Wiener War

    Effie Awards   September 1, 2017  

    Learn how small chain Checkers/Rally’s took on a big brand like Burger King and hijacked their multi-million dollar hot dog launch.

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  • MPM: Big Is Here

    Effie Awards   September 1, 2017  

    For years, the Milwaukee Public Museum had been struggling with declining attendance, huge financial losses, and a perception of being old and boring. But by treating a new exhibit launch as more Hollywood than museum, dinosaurs were literally brought to life in the streets of Milwaukee.

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  • Dove Hair #LoveYourCurls Emojis

    Effie Awards   September 1, 2017  

    By creating a keyboard filled with emojis with multiple curly hair types, textures, and colors, Dove Hair started a viral conversation via a timely and relevant social medium.

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  • The Cognitive Dress

    Effie Awards   September 1, 2017  

    How do you reach an audience that turns to popular culture, not to commercials, to judge technology brands? IBM’s AI technology, Watson, collaborated with Marchesa to design a Cognitive Dress that understood and responded to the mood of the crowd.

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  • Can Thinking Small Win Big?

    Effie Awards   September 1, 2017  

    Pearle Vision's big challenge was to convince people, in a category where small independent doctors win, to re-consider the brand. By going back to its roots of small neighborhood eyecare and building relationships one at a time, Pearle Vision went from being considered big-box chain eyecare to being the national chain perceived as having the highest quality doctors.

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  • Care Counts

    Effie Awards   September 1, 2017  

    Whirlpool created the Care Counts program to see how something as important as school attendance rates could be impacted by the simple act of laundry.

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  • The Co-Worker Collection

    Effie Awards   September 1, 2017  

    During a time when no one thought of Office Depot OfficeMax, "The Co-Worker Collection" transformed the tradition of office gifting by bringing in 14% new customers, doubling our sales goals, and solving a untouched human truth — all while spreading some passive aggressive cheer.

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