Project Isaac: Celebrating the Media Winners

Adweek Project Isaac Awards were conceived to cast a celebratory light on invention across all of Adweek’s areas of coverage. Nominations were accepted across 35 categories, divided into four brackets: Advertising & Marketing, Media, Digital and Best Practices. An independent panel of jurors judged the submissions in two rounds. The Media category included invention-based submissions in: Editorial, Local media, Magazine publishing, Media buying, Media planning, Newspaper. Out-of-Home Media, Product development, Radio, Sports marketing, Sports programming and Video/TV invention.

1

Editorial

Gold: Temp, Metro Toronto
Metro’s 20-Day Series To goose visibility and increase retention among younger readers, Canadian national newspaper Metro teamed with author Douglas Coupland to create a 20-day series called Temp (about the current reality of the working world and the idea that temping may be the future of employment). Besides Coupland’s installment, the section included relevant news stories from the paper’s edit department, as well as fictional ads (with contest elements) that tied into Temp’s storylines. Temp’s installments were also posted on Tumblr while all of Metro’s social channels took part in promoting it. The whole effort generated 73 million impressions and 87,000 pageviews to Temp’s microsite.

Silver: Rise of the Machines, GE, OMD N.Y.
Bronze: No award given

2

Local

Gold: Local Haircast, P&G, Starcom MediaVest Group
In a bid to do away with bad hair days—and battle the 300 new hair care products that crowd store shelves every year—P&G brand Pantene (and media agency Starcom MediaVest Group) created Local Haircasts involving The Weather Channel and Walgreens stores. Pantene Integrated geo-targeted messages into all TWC platforms that paired Pantene products with that day’s weather conditions, then located the nearest Walgreens, offering a digital coupon. In-store displays rearranged Pantene products by weather condition. Sales grew 12 percent at Walgreens and 24 percent overall.

Silver: No award given
Bronze: No award given

3

Out of Home

Gold: Super Bowl Bold Seats, Doritos, Goodby Silverstein & Partners San Francisco
Given that the average Super Bowl :30 costs something like $4 million, a four-hour ad in the Big Game would run you close to $2 billion. With an assist from Goodby, Silverstein & Partners, Doritos spent a wee bit less by outfitting a handful of contestants in bright orange jackets (revealed after the first play of the game), then sitting them in wedge formation at one end of MetLife Stadium to form the largest Human Dorito Chip. Promoted tweets helped spark a conversation around their presence, generating a 23.8 percent engagement rate. The overall effort attracted more than 62 million online impressions.

Silver: YouTube Playlist Store, R/GA São Paulo
Bronze: Nivea Sun, Solar Ad Charger, FCB Brazil São Paulo

4

Media Planning

Gold: Local Haircast, P&G, Starcom MediaVest Chicago 
Silver: No award given
Bronze: No award given

5

Magazine

Gold: Nivea Sun, Solar Ad Charger, FCB Brazil Sao Paulo
Silver: No award given
Bronze: No award given

6

Media Buying

No award given

7

Radio

No award given

8

Sports Marketing

Gold: US Open 2013, HUSH Brooklyn
Longtime U.S. Open tennis sponsor IBM, which provides stats to the TV coverage, has kept data on the world’s top 100 players for eight years. At the venue in Queens, N.Y., for the 2013 tournament, design agency HUSH and IBM created a huge touchscreen display that brought the numbers behind the game to life in visual form. Users were able to shoot info across the screen at each other—embodying the energy, movement and gestures seen in the action on the court. Social activity around the tennis event was also captured and rendered into stats on player sentiment, etc.

Silver: Trick Track, ESPN
Bronze: No award given

9

Video/TV

Gold: Trident #Trending10, Mondelez Trident, Starcom MediaVest Group
The ubiquity of smart devices in the hands of shoppers has inhibited gum sales of late. So Trident and Starcom MediaVest Group turned to social media—one of the biggest distractions on smart devices—to increase awareness among millennials, creating the #Trending10. A daily cross-platform music entertainment program that ran nightly on the Fuse music channel and online platforms, #Trending10 was sourced and produced from real-time Twitter conversations. The result? Consumer purchase intent increased by 3 percent, @TridentGum followers increased 43 percent, and market share grew by 2 percent. That’s something to chew on. 

Silver: No award given
Bronze: No award given

10

Check out more Project Isaac winners