BEVERLY HILLS, CALIF. Campaigns for everything from football teams to cat food won AdweekMedia's Buzz Awards here at the Next Big Idea Conference on Tuesday.
John St. Advertising won the guerrilla marketing prize for a campaign for War Child Canada, dedicated to driving awareness of adolescent combatants in some countries via a fictitious army training camp for Western kids.
The best Internet marketing prize went to Equity Marketing and MDC Partners' Crispin Porter + Bogusky for their Burger King promotion for The Simpsons Movie.
McKinney won the "Other Category" prize—honoring work difficult to place elsewhere in the show—for its Travelocity campaign in which the agency suggested the roaming gnome was going to be fired from its ads.
Omnicom's OMD won the top outdoor/out-of-home prize for its McDonald's campaign, designed to increase late-night consumption of Big Macs by 15 percent. The agency advertised in bars, had a "walk the fry" drunk test and designated cabs to haul patrons from bars, decreasing DUIs and increasing sales.
The Hyperfactory, Saatchi Wellington (New Zealand) and HitLab NZ won the print award for Wellington Zoo and with Ogilvy HK and Aura Interactive Australia won a second Buzz Award for a Hong Kong International Airport promotion. In the latter, travelers were allowed to send videophone farewells to friends and family from airport kiosks; mobile messages from celebrities such as David Beckham were sent as reminders.
Rainmaker Media won the best radio Buzz Award for a Boston station takeover for Cadbury Schweppes. Listeners of WFNX got commercially uninterrupted music during a period in the summer.
Grand Central Marketing won the reality television prize for Del Monte Foods for a show produced about cats living together in one "house" Big Brother-like for Meow Mix cat food.
Rogers & Cowan won the scripted television prize for Microsoft's Windows Live. BuderEngel & Friends took the sports trophy for a promotion to boost sales of season tickets for the San Francisco '49ers
Other Buzz Awards included prizes to Door C-Carlson Marketing Worldwide for best integrated campaign for the AARP. For event marketing, Zoom Media & Marketing collected a prize for a Jeep campaign conducted with Omnicom's BBDO. Tellabs won in the film/movie category for a self-promotion. A quiz game for Baskin-Robbins earned Blockdot a Buzz Award in the gaming category. The music prize went to EVB for Major League Soccer and Adidas.
Adweekparent Nielsen Business Media sponsored the conference.
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