It
was another banner year for winners at the various organization award
shows. As always, the Best of Show crop are all real winners.
Included again this year are
the American Marketing Association Gold Peak Awards, the Art
Directors Club of Denver Annual Show, Business Marketing Association
Gold Key Awards, Colorado Healthcare Communicators Gold Leaf Awards,
International Association of Business Communicators Bronze Quill
Awards and the Pubic Relations Society of America Gold Pick Awards.
For the second year in a row, the PRSA judges couldn’t break a tie
so there are co-winners for the Gold Pick Award. Western Union won
the AMA Gold Peak, Steve Bullock, Steve Bullock Design took home the
Art Directors honors, Leopard captured the BMA Gold Key, Children’s
Hospital took the CHC Gold Leaf for the second year in a row and Sun
Microsystems received the Bronze Quill Best of Show. Splitting the
PRSA Gold Pick were JohnstonWells Communications and Philosophy
Communications.
Advertising & Marketing
Review asked each winner to submit a write-up describing the winning
entry along with a graphic that best depicts the project. Part of the
criteria for entering most of the shows is to provide a summary of
the objectives and results of the work and this is considered in
determining the winners. This makes the judging more than just a
creative award.
Congratulations to all the
award winners and everyone else who entered the various competitions.
Also, congratulations to the award show Chairs and their committees
that work so hard to stage the successful events.
Enjoy the Best of Show!
American
Marketing Association Gold Peak Awards
Client:
Western Union
Category:
Advertising
Title:
Yes! Campaign
“Western Union believes in
people who are on the move in pursuit of their dreams. Even in these
uncertain times, our core consumers – the 200 million people who
live outside their country of origin – remain optimistic and
inspired.
In response to that can-do
spirit, Western Union created the global yes! campaign. The campaign
– the first-ever comprehensive global brand initiative in the
company’s nearly 160-year-old history – is the result of
extensive consumer research from around the world.
Can a mother send her love to
her son from 6,000 miles away? The answer is yes! Western Union is
proud to enable these connections between people around the globe.
Art
Directors Club of Denver Annual Show
Agency:
Steve Bullock Design
Client:
Pearl Street Boulder
Category:
Public Service/Political
Title:
“Pearl Street Poster Project”
A series of political posters
designed, illustrated and photographed by Steve Bullock of Steve
Bullock Design about the Pearl Street Mall in Boulder, CO. The
posters were selected as the Judges’ choice by three of the four
judges.
Ty Hutchison, Associate
Creative Director, Goodby Silverstein & Partners, San Francisco,
said “The poster that struck a chord with me was theone that
featured John MCain shouting that he has no change. It’s bold,
visually inviting and so simple.
Chase Jarvis, Photographer,
Seattle and Paris, said “My favorite entry was the political
posters. They’re impactfull, raw, and had a simplicity that I wish
was in more advertising today. This serves as a reminder that it’s
not about prestige, glam or pizzazz. It’s about a message.”
Bryan Jessee, Founder,
McGarrah Jessee, Austin, TX, said, “The political posters were by
far my favorite. Simple and sparse, and yet they said so much. The
design, the writing, the production were spot-on. There was nothing
to nitpick.”
Business
Marketing Association Gold Key Awards
Agency:
Leopard
Client:
IBM
Category:
Multimedia & Video Presentations: Product Demonstration
Title:
IBM Mashups Product Demonstration Animated Video
In 2008, IBM launched a
critical new offering—IBM Mashups. Research indicated that many in
IBM’s target market didn’t clearly understand mashups and that
the field was becoming murkier as more competitors added their own
definition to the mix. For IBM, the potential was clear: by
demonstrating the potential of mashups—and explaining the business
benefits—IBM could establish leadership in the area. To support
this effort, IBM wanted to create an educational, engaging multimedia
piece that would make the murky world of mashups make business sense.
So Leopard created a short,
animated video that boils down a complex concept into a simple story
punctuated with minimalistic cartoon style illustrations. And
overwhelmingly positive feedback is proof of success—including
specific comments from viewer, over 7000 hits on YouTube, and analyst
and viewer buzz on Twitter. In fact, the work has been so successful
that other IBM clients have adapted the same creative approach to
other work. http://www.youtube.com/ watch?v=3kDnbhKb2ow
Colorado
Healthcare Communicators Gold Leaf Awards
Client:
Children’s Hospital
Category:
Communication Programs: Internal & External
Title:
“Children’s Hospital Centennial Campaign”
May 2008 marked the 100th
birthday of The Children’s Hospital (Children’s) in Denver. To
commemorate the milestone, Children’s planned a year-long
multi-pronged celebration involving hospital employees, physicians,
volunteers, patients and families (past and present), donors and
members of the Denver community. Such an undertaking required
extensive planning, so Children’s assembled a committee with
representatives from a myriad of departments and set the following
objectives:
1.
Celebrate 100 years and build employee awareness, engagement and
excitement for the hospital’s past and future.
2.
Highlight the hospital’s 100-year commitment to kids and inspire
Denver community for continued support.
3.
Achieve positive coverage regarding the Centennial in a variety of
targeted local print and broadcast media.
Because Children’s had just
recently completed the construction of and move to its new
state-of-the-art facility in Aurora, Colo., Children’s had to find
creative ways to achieve its goals utilizing standard operating
departmental budgets, as well as, marketing and communication
channels already in place.
The Centennial campaign
proved to be a resounding success, generating a great deal of
excitement for and pride in the organization. It included a
Centennial logo that was spotlighted on all hospital collateral and
newly formed community partnerships, from cafeteria tray liners to
Robinson Dairy milk cartons. Employees learned about the hospital’s
rich history from monthly newspaper articles, the employee Intranet,
monthly “Centennial Moment” mass voice messages from hospital
leadership, and the history trivia found in weekly email
communications. The media team secured over 20 stories, including a
front-page Spotlight Centennial feature story in the Rocky Mountain
News and a four-part Centennial series on CBS-4. To further engage
the community, Children’s partnered with Liks Ice Cream to run a
Centennial ice cream flavor contest for patients and kids, and it
worked with Peaberry Coffee to create Children’s Centennial coffee
blend that was distributed in the hospital and at Peaberry Coffee
shops.
As one judge noted, “Clearly,
this campaign was 100 years in the making.”
Public
Relations Society of America Gold Pick Awards
Agency:
Philosophy Communications
Client:
For Girls Only
Category:
Marketing & Consumer Products
Title:
“Secret Comedy of Women”
When the creators of a unique
play, Girls Only – The Secret Comedy of Women, approached
Philosophy Communication about handling the show’s media relations,
Philosophy knew it had a creative goldmine of a client. The play,
written by two Denver actresses, is a lighthearted romp through all
things girlie, drawing on universal experiences of women.
Philosophy met with the
play’s creators and mapped out an approach to reflect the mood of
the play – girlie and silly – and to help it stand out from more
serious theatrical competition. Our goals were simple: generate five
local stories in print and broadcast outlets, sell at least 80
percent of available tickets, and draw interest from at least one
major producer who could produce the play nationally
The media relations campaign
exceeded all expectations and helped the creators enter into a
national production agreement with Denver’s own Denver Center
Attractions. Philosophy generated 28 media placements in less than
two months, including on-air interviews and performances with radio
and broadcast news, and feature stories and positive reviews in
Denver’s major print media. Within four days of opening night,
Girls Only sold out every show of its original six-week run. The
creators extended the run by two weeks and added an additional six
performances to keep up with ticket demand. Phone calls for tickets
continued long after the shows were sold out. The performance became
the best-selling play in the history of its host theater and broke
all previous revenue records.
Philosophy Communication’s
media campaign turned Girls Only into a media darling, and a sold-out
show poised for a national tour. The income from ticket sales for the
first run was nearly 15 times the investment, a testament to how
creative thinking can drive consumer behavior and ultimately revenue.
Agency:
JohnstonWells
Client:
Goodwill
Category:
Events and Observances, Associations/Nonprofit
Title:
“Happy Birthday Will”
The 90th birthday of Denver’s
most famous “Will” was reason for celebration last November.
Although Will had been around for 90 years, few knew all the amazing
things he’d done in that amount of time.
People began to notice hints
around town about Will’s true identity and the community was abuzz
with questions of “Who is Will?”
For Goodwill’s 90th
anniversary, Kristen Blessman, Goodwill’s vice president of
marketing, led the effort to raise awareness of Goodwill as more than
a retail store, and give the organization a fresh new image.
The comprehensive “surprise”
public relations campaign combined viral, grassroots outreach with
traditional media relations, and event planning. The Web site,
www.happybirthdaywill.org, served as the hub for all avenues of
outreach and featured an interactive tool that visitors could use to
make guesses about Will’s identity and good deeds in Denver.
The campaign launched with a
“Who is Will?” viral e-mail and followed with billboards,
surprise birthday cake deliveries, and the actual “Will” and
breakdancers performing around Denver. The campaign created buzz
around the unveiling of Will during his surprise party at the
Governor’s Mansion where more than 170 guests gathered to learn
that (Good) Will is so much more than retail.
International
Association of Business Communicators Bronze Quill Awards
Client:
Sun Mycrosystems
Category:
Communications management
Title:
“Creating a Clear Line of Sight”
A global company, Sun
Microsystems, provides a range of software, systems, and services to
the world’s most powerful data centers. Each year, the Global
Customer Services Delivery (GCSD) organization, a division of Sun,
provides their employees an overview of the year to come via a
Services Playbook. Different from years’ past, in fiscal year 2008,
a communications strategy was developed to recognize GCSD’s
managers as the primary communicators and empower them to take the
lead on communicating the Services Playbook, which contained GCSD’s
priorities and objectives, and to support their communication efforts
with training workshops, organization-wide e-mails, and online
communications.
The results were as hoped:
just short of 90 percent of employees within GCSD reported that they
could see a clear link between their work and GCSD’s priorities and
objectives - ultimately providing increased employee focus and
understanding of GCSD’s priorities and objectives.
A job well done to the
Employee Communications, Human Resources, and Marketing teams for
their participation in the development and implementation of this
program and their commitment to the engagement of the GCSD employees
at Sun Microsystems.
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