PRO Awards Winners 2016

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THE 2016 PRO AWARDS WINNERS ARE…

The PRO Awards recognize outstanding promotion marketing campaigns! The awards, now in their 26th year, are the preeminent benchmark for excellence in innovation and creativity that produce stellar results. The winning campaigns were selected by a jury of expert peers. See who won, and more importantly, WHY they won!

Click here to find out more information about the 2017 pro awards

Flip to Reveal the Winners for each category.

Platinum PRO 2016

Rugby World Cup 2015 - 44 Days of Crazy

AGENCY: Octagon
CLIENT: Mastercard

MVPro 2016

ARC WORLDWIDE/LEO BURNETT

Best Charitable Company 2016

Inspira Marketing Group

 

Best Age-Targeted Campaign 2016

Senior Skip Day Presented by Humana

AGENCY: GMR Marketing
CLIENT: Humana
The NFL PLAY 60 Super Bowl Contest

AGENCY: teamDigital
CLIENT: The National Football League
Birdfeeder Happy Meal Box

AGENCY:Arc Worldwide/Leo Burnett Chicago
CLIENT: McDonald's
Always Discreet National Launch

AGENCY: Arc Worldwide/Leo Burnett Chicago
CLIENT: Procter & Gamble

B2B Campaign 2016

Lucy the Robot

AGENCY: Atomic 212 Group
CLIENT: Double telepresence robot
Pella Commercial Prospecting Campaign

AGENCY: The Integer Group
CLIENT: Pella Windows and Doors
American Express OPEN – The Ones to Watch™ at SEMA 2015

AGENCY: Momentum Worldwide
CLIENT: American Express OPEN
2015 Mobile Innovation Center Tour

AGENCY: MKTG INC
CLIENT: Ardent Mills

Best Brand Awareness Campaign 2016

Give Extra, get extra

AGENCY: Energy BBDO
CLIENT: Wrigley's Extra Gum
Lucy the Robot

AGENCY: Atomic 212 Group
CLIENT: Double telepresence robot
Stella Artois Sensorium

AGENCY: Mosaic
CLIENT: Stella Artois
The Life is Good Tour

AGENCY: Inspira Marketing Group
CLIENT: Life is Good

 

Best Buzz 2016

Bryce Harper Virtual Reality Experience

AGENCY: OMD
CLIENT: Gatorade
Lucy the Robot

AGENCY: Atomic 212 Group
CLIENT: Double telepresence robot
Cannes We Meet

AGENCY: Virool
CLIENT: Virool

Best Campaign on a Budget (under $250,000) 2016

National Salmon Day

AGENCY: Pivot Point Marketing
CLIENT: Chicken of the Sea International
evrgrn Launch

AGENCY: Edelman
CLIENT: REI evrgrn
10,000 Cupcakes One Great Cause

AGENCY: Catapult
CLIENT: KitchenAid
ConAgra/Target Black Friday Holiday Promotion

AGENCY: Catapult
CLIENT: ConAgra

Best Campaign Targeting Millennials

Fallout 4: The Most Groundbreaking Game Release of All Time

AGENCY: Fearless Media
CLIENT: Bethesda Softworks
Coffee-mate #coffeelife

AGENCY: Fluent
CLIENT: Coffee-mate
Absolut Electrik House

AGENCY: Sid Lee Amsterdam
CLIENT: Pernod Ricard, Absolut Vodka
The Target Union

AGENCY: Periscope
CLIENT: Target

 

Best Cause-Based Campaign 2016

More Good Days

AGENCY: GTB
CLIENT: Ford Warriors in Pink
Jameson Black Barrel & Movember Partnership

AGENCY: Legacy Marketing
CLIENT: Pernod Ricard, Jameson Irish Whiskey
Special Olympics Unified Relay Across America

AGENCY: ignition inc.
CLIENT: Special Olympics Internation
PG&E: Step Up and Power Down

AGENCY: Grow Marketing
CLIENT: Pacific Gas and Electric Company

Best Cross-Channel Campaign 2016

Alcon’s Howard and the Amazing Eye Exam

AGENCY: Arc Worldwide/Leo Burnett Chicago
CLIENT: Alcon, a Novartis Company
HP-Meghan Trainor 'That Bass' Tour

AGENCY: Infinity Marketing Team, Inc.
CLIENT: HP Pavilion x360
Westernunion.com American Dream Sweepstakes

AGENCY: Quirk Creative
CLIENT: Western Union
Arizona Expedition- Let Yourself Go

AGENCY: Golf Digest Companies (Conde Nast)
CLIENT: Golf Digest & Arizona Office of Tourism

Best Digital Campaign 2016

Tic Tac 200

AGENCY: Noise Digital
CLIENT: Tic Tac
Virtually Porsche

AGENCY: Porsche
CLIENT: Porsche
GRAMMY Amplifier

AGENCY: The Recording Academy
CLIENT: Hyundai Motors of America
The Big Leap

AGENCY: Pulp Strategy Communications Pvt Ltd
CLIENT: Philips India

 

Best Entertainment Sponsorship or Tie-In 2016

Shaving Rebuilt With Avengers-Inspired Technology

AGENCY: Concept One
CLIENT: Gillette
Clorox Inside Out Campaign

AGENCY: TPN Retail
CLIENT: Clorox
AT&T and CONAN 360 Virtual Reality at Comic Con

AGENCY: Turner Entertainment Networks
CLIENT: AT&T

Best Holiday-Themed Campaign 2016

Let the Boo'ing Begin

AGENCY: The Integer Group
CLIENT: Wrigley/Mars
Foster Farms Raises National Thanksgiving Turkey Fit for a President(ial Pardon)

AGENCY: Fineman PR
CLIENT: Foster Farms Presidential Turkey
National Salmon Day

AGENCY: Pivot Point Marketing
CLIENT: Chicken of the Sea International
Cheetos

AGENCY: The Marketing Arm
CLIENT: Cheetos

Best International Campaign 2016

Accenture Strategy

AGENCY: Accenture
CLIENT: Accenture
JOHNSON’S Baby So Much More Global Launch

AGENCY: TPN Retail
CLIENT: Johnson & Johnson

 

Best Local/Regional Campaign 2016

Stella Artois Sensorium

AGENCY: Mosaic
CLIENT: Stella Artois
College Football Everywhere

AGENCY: The Marketing Arm
CLIENT: AT&T
"Pence on the Fence" Social Media Night

AGENCY: Index Promotions
CLIENT: San Francisco Giants
Tri-State Ford

AGENCY: Geometry Global
CLIENT: Ford Explorer, Escape, and Fusion

Best Loyalty Marketing Campaign

Lollapalooza

AGENCY: PMK*BNC
CLIENT: Samsung
Marriott Rewards "50 to 50 Sweepstakes"

AGENCY: Don Jagoda Associates
CLIENT: Marriott Rewards (Marriott International, Inc.)
Lenovo LEAP channel loyalty program

AGENCY: Motivforce Marketing & Incentives Limited
CLIENT: Lenovo
SXSWesteros

AGENCY: HBO
CLIENT: Game of Thrones

Best Multicultural/Lifestyle Campaign 2016

#LoveTravels

AGENCY: IMG LIVE
CLIENT: Marriott International
Essence Festival

AGENCY: PMK*BNC
CLIENT: Samsung
Flo's Chop Shop

AGENCY: Match Marketing Group
CLIENT: Progressive Insurance
Remote Inteligente

AGENCY: OMD
CLIENT: State Farm Insurance

 

Best Multidiscipline Campaign 2016

Rugby World Cup 2015 - 44 Days of Crazy

AGENCY: Octagon
CLIENT: MasterCard Global
10,000 Cupcakes One Great Cause

AGENCY: Catapult
CLIENT: KitchenAid
Impractical Jokers #LivePunishment Special

AGENCY: TruTV
CLIENT: truTV
The Blacklist Season 2 (red on the run)

AGENCY: LeadDog Marketing Group
CLIENT: NBC- The Blacklist Season 2 (Red on the Run)

Best New Product Launch 2016

Assassin's Creed Challenge

AGENCY: RedPeg Marketing
CLIENT: Ubisoft
Lucy the Robot

AGENCY: Atomic 212 Group
CLIENT: Double telepresence robot
Vacay Every Day

AGENCY: Trisect
CLIENT: Palm Breeze
Single Malt Influencer Kits

AGENCY: The Marketing Arm
CLIENT: Dewar's

Best Retail Campaign 2016

Walgreens Summer Happy Hour

AGENCY: FCB/RED Chicago
CLIENT: Coca-Cola
Dollar General Fast Way to Save

AGENCY: The Integer Group
CLIENT: Dollar General
America's Biggest Health Fair

AGENCY: Pierce
CLIENT: Walmart
Alcon’s Howard and the Amazing Eye Exam

AGENCY: Arc Worldwide/Leo Burnett Chicago
CLIENT: Alcon, a Novartis Company

 

Best Sampling or Trial Recruitment Campaign 2016

#GarnierMusic

AGENCY: AMP Agency
CLIENT: Garnier
Mtn Dew DEWshine Grassroots Tour

AGENCY: Motive: A Project Worldwide Agency
CLIENT: Mtn Dew DEWshine
Coffee-mate #coffeelife

AGENCY: Fluent
CLIENT: Coffee-mate
Jim Beam Devil's Cut Take a Ride on the Sinister Side

AGENCY: Geometry Global
CLIENT: Jim Beam Devil’s Cut

Best Sports Sponsorship or Tie-In 2016

UEFA Champions League Finals 2015

AGENCY: Octagon
CLIENT: MasterCard Global
College Football Everywhere

AGENCY: The Marketing Arm
CLIENT: AT&T
The Return of the King

AGENCY: Scout Sports and Entertainment
CLIENT: Burger King
Buick Bracketball

AGENCY: Jack Morton Worldwide Detroit and Londo
CLIENT: Buick / General Motors

Best Use of Content Marketing 2016

Uncut Sessions

AGENCY: FCB/RED
CLIENT: Jack Daniel's Tennessee Whiskey
Color For The Colorblind

AGENCY: FCB/RED
CLIENT: Valspar Color For the Colorblind
What'Cha Got

AGENCY: rEvolution
CLIENT: Continental Tire
Find your Happy

AGENCY: OMD
CLIENT: Hilton

 

Best Use of Event or Experiential Marketing (Five Venues or Less) 2016

Palais 23

AGENCY: SET
CLIENT: Nike
Stella Artois Sensorium

AGENCY: Mosaic
CLIENT: Stella Artois
Flo's Chop Shop

AGENCY: Match Marketing Group
CLIENT: Progressive Insurance
Life Below Zero's "Escape the Cold" at SXSW

AGENCY: AWESTRUCK Marketing Group, LLC
CLIENT: National Geographic Channel

Best Use of Event or Experiential Marketing (More Than Five Venues) 2016

Journey to Super Bowl 50

AGENCY: IMG LIVE
CLIENT: Courtyard Marriott
The Made in USA Craftsmanship Tour

AGENCY: Pierce
CLIENT: New Balance
Bryce Harper Virtual Reality Experience

AGENCY: OMD
CLIENT: Gatorade
Santa HQ Presented by HGTV

AGENCY: Pop2Life
CLIENT: Macerich and HGTV

Best Use of Games, Contests, and Sweepstakes 2016

Majestic Jersey Day 2015

AGENCY: GMR Marketing
CLIENT: Majestic Athletic
AT&T Feel The Music

AGENCY: CSE
CLIENT: AT&T
The Blacklist Season 2 (red on the run)

AGENCY: LeadDog Marketing Group
CLIENT: NBC- The Blacklist Season 2 (Red on the Run)
XFINTIY® Watchathon Sweepstakes

AGENCY: teamDigital
CLIENT: Comcast

 

Best Use of Influencer Marketing 2016

evrgrn Launch

AGENCY: Edelman
CLIENT: REI evrgrn
Virtually Porsche

AGENCY: Porsche
CLIENT: Porsche
C-4 Analytics

AGENCY: C-4 Analytics LLC
CLIENT: JM Lexus
Bryce Harper Virtual Reality Experience

AGENCY: OMD
CLIENT: Gatorade

Best Use of Shopper Marketing 2016

Alcon’s Howard and the Amazing Eye Exam

AGENCY: Arc Worldwide/Leo Burnett Chicago
CLIENT: Alcon, a Novartis Company
Seasonal Platform - Shopper Marketing Campaign

AGENCY: FCB/RED
CLIENT: Big Heart Pet Brands
Healthy Home

AGENCY: Arc Worldwide/Leo Burnett Chicago
CLIENT: Walgreens
The Great White Stone

AGENCY: Arc Worldwide/Leo Burnett Chicago
CLIENT: Keystone Light

Best Use of Social/Viral Marketing in a Campaign 2016

Valspar Color For The Colorblind

AGENCY: FCB/RED
CLIENT: Valspar Color For the Colorblind
Holiday Inn Express—Pancake Selfie Express

AGENCY: Geometry Global
CLIENT: Intercontinental Hotels Group (IHG) / Holiday Inn Express
Lucy the Robot

AGENCY: Atomic 212 Group
CLIENT: Double telepresence robot
Impractical Jokers #LivePunishment Special

AGENCY: TruTV
CLIENT: TruTV

 

Best Use of Video 2016

Valspar Color For The Colorblind

AGENCY: FCB/RED
CLIENT: Valspar Color For the Colorblind
Extra Gum "Sarah & Juan"

AGENCY: Energy BBDO
CLIENT: Wrigley's Extra Gum
Bryce Harper Virtual Reality Experience

AGENCY: OMD
CLIENT: Gatorade
CONAN Clueless Gamer - Fallout 4

AGENCY: Turner Entertainment Networks
CLIENT: Bethesda Game Studios

Best Vehicle-Based Campaign 2016

Hendrick's Gin Flying Cucumber Airship

AGENCY: Hendrick's Gin
CLIENT: Hendrick's Gin
Mtn Dew DEWshine Grassroots Tour

AGENCY: Motive: A Project Worldwide Agency
CLIENT: Mtn Dew DEWshine
Picture Opportunity Tour

AGENCY: Manifold
CLIENT: LinkedIn
Bud & Burgers

AGENCY: FUSION Marketing
CLIENT: Budweiser

 

Chief Marketer Videos

by Patty Odell

Damon Swenson, Brand Activation Manager at Dr Pepper, on crafting a retail program using custom labels tied to Millennials’ passion points and lifestyle interests like fashion, music and pop-culture. He presented his case study at Marketing to Millennials 2017.



Awards

 
	
        

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