2008 Pro Awards Finalists
This year’s finalists are an elite collection of agencies doing some of the best work in promotional marketing. Campaign descriptions can be viewed at www.promomagazine.com. The winners will be honored during an awards party and presentation on Oct. 29 at the Museum of Science & Industry in Chicago.
CATEGORY #1 BEST MULTIDISCIPLINE CAMPAIGN PEDIGREE DOG ADOPTION
Agency: Catapult Action-Biased Marketing
Client: Pedigree Brand Food for Dogs
POWER OF THE LETTER
Agency: Civic Entertainment Group
Client: HBO
THE OTHER LUNCH BREAK
Agency: Momentum Worldwide, London
Client: MINI
LOOK FAB STUDIO
Agency: Upshot
Client: P&G
CATEGORY #2 BEST USE OF EVENT MARKETING (Five or Less Venues) DETOX SEATTLE
Agency: A Squared Group
Client: Method
THE MEOW MIX ACATEMY
Agency: Grand Central Marketing, Inc.
Client: Del Monte Foods
ZYRTEC SPRING WONDERLAND DOME
Agency: RedPeg Marketing
Client: McNeil Healthcare
JEEP TAG SHOP
Agency: Zoom Media & Marketing
Client: Jeep
CATEGORY #3 BEST USE OF EVENT MARKETING (More Than Five Venues) 7-ELEVEN/SIMPSONS MOVIE KWIK-E-MART EXPERIENCE
Agency: Freshworks
Client: 7-Eleven, Inc.
THE OTHER LUNCH BREAK
Agency: Momentum Worldwide, London
Client: MINI
WACHOVIA WAY2SAVE CHALLENGE TOUR
Agency: Synergy Events
Client: Wachovia
TREX TREK 2007
Agency: The Borden Agency
Client: Twentieth Century Fox Home Entertainment
CATEGORY #4 BEST VEHICLE-BASED EXPERIENTIAL CAMPAIGN HOP ACROSS AMERICA
Agency: Civic Entertainment Group, Engage Marketing
Client: Smarterville Inc.
GORE-TEX AND WINDSTOPPER KNOW WHAT’S INSIDE TOUR
Agency: Marketing Werks
Client: W.L. Gore and Associates
PANASONIC LIVING IN HIGH DEFINITION
Agency: Next Marketing
Client: Panasonic North America
TREX TREK 2007
Agency: The Borden Agency
Client: Twentieth Century Fox Home Entertainment
CATEGORY #5 BEST SAMPLING PROGRAM – NEW CATEGORY SMITHWICK’S AMBASSADORS
Agency: Colangelo
Client: Diageo
HANES COMFORTZONE
Agency: NGAGE
Client: Hanes
LET THEM GET DIRTY! TIDE WITH DAWN STAINSCRUBBERS
Agency: School Family Media, Inc.
Client: Tide
LOOK FAB STUDIO
Agency: Upshot
Client: Procter & Gamble
CATEGORY #6 BEST USE OF CONSUMER-GENERATED CONTENT DISNEY DREAM JOB
Agency: Disney Parks
Client: In-House
THE VERIZON MINI MOVIE STUDIO
Agency: Momentum Worldwide
Client: Verizon
SWEET AND SPICY
Agency: MTV Networks
Client: Doritos
AMERICAN MRI-DOL: HOSPITALS COMPETE TO WIN AN MRI
Agency: Siemens Medical Solutions, USA Inc.
Client: Siemens Medical Solutions, USA Inc.
CATEGORY #7 BEST CAUSE-BASED PROMOTION WARM COATS & WARM HEARTS DRIVE
Agency: ABC, Inc.
Client: One Warm Coat/ABC’s GMA/Burlington Coat Factory
PEDIGREE DOG ADOPTION
Agency: Catapult Action-Biased Marketing
Client: Pedigree Brand Food for Dogs
AMERICAN EXPRESS MEMBERS PROJECT
Agency:: Digitas
Client: American Express
TIDE CLEANSTART-LOADS OF HOPE
Agency: Gigunda Group, Inc.
Client: Procter & Gamble
CATEGORY #8 BEST SPONSORSHIP OR TIE-IN CAMPAIGN MCDONALD’S SHREK
Agency: Arc Worldwide
Client: McDonald’s
7-ELEVEN/SIMPSONS MOVIE KWIK-E-MART EXPERIENCE
Agency: Freshworks
Client: 7-Eleven, Inc.
NIGHT TENNIS
Agency: Iris New York
Client: Sony Ericsson
GRAMMY CONCERT IN THE SKY SWEEPSTAKES
Agency: The Recording Academy
Client: In-House
CATEGORY #9 BEST USE OF GAMES, CONTESTS, AND SWEEPSTAKES DISNEY DREAM JOB
Agency: Disney Parks
Client: In-House
MSN / BIGGEST LOSER “MILLION POUND MATCH-UP”
Agency: Mr. Youth
Client: MSN / Microsoft Corp.
AT&T WORLD’S LOUDEST PEP RALLY
Agency: The Marketing Arm
Client: AT&T
GRAMMY CONCERT IN THE SKY SWEEPSTAKES
Agency: The Recording Academy
Client: In-House
CATEGORY #10 MOST INNOVATIVE COMMUNICATION STRATEGY TAKE OFF & TUNE IN
Agency: Civic Entertainment Group
Client: A&E Television, Southwest Airlines
ALLI LAUNCH
Agency: Draftfcb
Client: GlaxoSmithKline
AMEX OPEN PLUM CARD LAUNCH
Agency: Momentum Worldwide
Client: American Expres
POS OR NOT
Agency: mtvU
Client: mtvU
CATEGORY #11 BEST INTERACTIVE PROMOTION TAKE OFF & TUNE IN
Agency: Civic Entertainment Group, area/code
Client: A&E Television, Southwest Airlines
TOOHEYS NEW WORLD RECORD WALLABIES MOSIAC
Agency: Momentum Worldwide
Client: Lion Nathan Australia
2007 MONOPOLY AT MCDONALD’S
Agency: The Marketing Store
Client: McDonald’s
DEGREE/24
Agency: Mindshare Entertainment
Client: Twentieth Century Fox Licensing & Merchandising
CATEGORY #12 BEST MULTICULTURAL/ETHNIC CAMPAIGN WONKA ARTE DIA DE LOS MUERTOS PROGRAM
Agency: Bromley Communications
Client: Wonka
ESPN DEPORTES EN VIVO
Agency: LatinSphere Experiential
Client: ESPN Deportes
NATIONAL URBAN LEAGUE AND WALGREENS WELLNESS TOUR
Agency: Marketing Werks
Client: Walgreen Co.
SCOTT “COMPARTE TU DICHO” DICHONARIO
Agency: Mass Hispanic Marketing
Client: Kimberly-Clark, Scott Brand
CATEGORY #13 BEST CAMPAIGN TARGETING A MICRO AUDIENCE DETOX SEATTLE
Agency: A Squared Group
Client: Method
PEDIGREE DOG ADOPTION
Agency: Catapult Action-Biased Marketing
Client: Pedigree Brand Food for Dogs
THE MEOW MIX ACATEMY
Agency: Grand Central Marketing, Inc.
Client: Del Monte Foods
AT&T WORLD’S LOUDEST PEP RALLY
Agency: The Marketing Arm
Client: AT&T
CATEGORY #14 BEST CAMPAIGN GENERATING BRAND AWARENESS AND TRIAL RECRUITMENT 7-ELEVEN/SIMPSONS MOVIE KWIK-E-MART EXPERIENCE
Agency: Freshworks
Client: 7-Eleven, Inc.
CHARMIN NYC RESTROOM EXPERIENCE
Agency: Gigunda Group, Inc.
Client: Procter & Gamble
AMEX OPEN PLUM CARD LAUNCH
Agency: Momentum Worldwide
Client: American Express
SOBE LIFE WATER NATIONAL SAMPLING DAY
Agency: Vivid Marketing
Client: Pepsi-Cola North America
CATEGORY #15 BEST CAMPAIGN GENERATING BRAND VOLUME MY TONKA BOYS
Agency: Alcone Marketing Group
Client: Hasbro
LISTEN UP
Agency: Draftfcb
Client: MilkPEP
BON APPETITE & BON VOYAGE
Agency: Eric Mower and Associates
Client: Lactalis USA
MONOPOLY AT MCDONALD’S
Agency: The Marketing Store
Client: McDonald’s
CATEGORY #16 BEST LOYALTY PROGRAM DETOX SEATTLE
Agency: A Squared Group
Client: Method
TRIPREWARDS MYSTERY HOT SPOT
Agency: Campbell-Ewald
Client: Wyndham Worldwide
LISTEN UP
Agency: Draftfcb
Client: MilkPEP
CHARMIN NYC RESTROOM EXPERIENCE
Agency: Gigunda Group, Inc.
Client: Procter & Gamble
CATEGORY #17 BEST DEALER, SALES FORCE OR BUSINESS-TO-BUSINESS CAMPAIGN DVD MAILER
Agency: AMC
Client: AMC
UNITED SUITE DREAMS
Agency: Arc Worldwide; BDM; Starcom
Client: United
AMEX OPEN PLUM CARD LAUNCH
Agency: Momentum Worldwide
Client: American Express
GREEN IS UNIVERSAL AGENCY INITIATIVE
Agency: The Michael Alan group
Client: NBC Universal
CATEGORY #18 BEST USE OF P-O-P POWER OF THE LETTER
Agency: Civic Entertainment Group
Client: HBO
CROWN ROYAL LEGENDS OF THE PURPLE BAG
Agency: Colangelo
Client: Diageo
7-ELEVEN/SIMPSONS MOVIE KWIK-E-MART EXPERIENCE
Agency: Freshworks
Client: 7-Eleven, Inc.
VENUS EMBRACE LAUNCH
Agency: Marketing Drive; P&G; Mechtronics, Inc.; Alliance
Client: Procter & Gamble
CATEGORY #19 BEST PREMIUM-BASED PROMOTION SHREK THE THIRD
Agency: Brigandi+Associates, Inc.
Client: The Kellogg Co.
KELLOGG’S ALL-STAR CAMPAIGN FALL TAILGATING
Agency: Career Sports & Entertainment
Client: The Kellogg Co.
STEIN MART PLATINUM REWARDS PRE-SEASON KICK-OFF CO
Agency: Don Jagoda Associates
Client: GE Money
OZZFEST 2007
Agency: Monster Beverage Co.
Client: Monster Beverage Co.
CATEGORY #20 BEST RETAIL/CO-MARKETING CAMPAIGN LITTLEST PET SHOP PAJAMA RAMA
Agency: Bard Advertising
Client: Hasbro
M&M’S/NASCAR/KROGER PAINT THE 38
Agency: Catapult Action-Biased Marketing
Client: MARS Snackfood
7-ELEVEN/SIMPSONS MOVIE KWIK-E-MART EXPERIENCE
Agency: Freshworks
Client: 7-Eleven, Inc.
THE WINNERS’ CIRCLE
Agency: G2 promotional marketing
Client: CoverGirl
CATEGORY #21 BEST CAMPAIGN ON A BUDGET (under $250,000) PLAY BALL WITH KMART
Agency: 361 Experiential
Client: Kmart
INSPIRE CHANGE
Agency: Alcone Marketing
Client: Seeds of Change
STICK IT TO CHARTER
Agency: BFG Communications, Inc.
Client: DirecTV
TBS MY BOYS CROWLEY’S TAKEOVER
Agency: Zoom Media & Marketing
Client: Turner-TBS
CATEGORY #22 BEST IDEA OR CONCEPT DISNEY DREAM JOB
Agency: Disney Parks
Client: In-House
HOUSE OF AXE
Agency: GMR Marketing
Client: Unilever AXE
THE MEOW MIX ACATEMY
Agency: Grand Central Marketing, Inc.
Client: Del Monte Foods
GRAMMY CONCERT IN THE SKY SWEEPSTAKES
Agency: The Recording Academy
Client: In-House
CATEGORY #23 BEST CREATIVE UNITED SUITE DREAMS
Agency: Arc Worldwide; BDM; Starcom
Client: United
PEDIGREE DOG ADOPTION
Agency: Catapult Action-Biased Marketing
Client: Pedigree Brand Food for Dogs
THE OTHER LUNCH BREAK
Agency: Momentum Worldwide, London
Client: MINI
7-ELEVEN/SIMPSONS MOVIE KWIK-E-MART EXPERIENCE
Agency: Freshworks
Client: 7-Eleven, Inc.
