The 2012 Jay Chiat Awards for Strategic Excellence: The Gold Winners


Campaign for Exisiting Brand

Best strategic idea that led to a marketing communications campaign for a brand that has existed in the marketplace for two or more years.
Gold: Leo Burnett, Allstate “Mayhem is Everywhere”


Creative Technology

Best strategic thinking that led to the use of new or existing technology in a marketing communications campaign.
Gold: McCann New York, General Mills International “Trail View by Nature Valley” 

Since 1795, Nature Valley’s core mission has been to deliver the best of nature. Until recently this was delivered though a food and ingredient narrative: “Nature at its most delicious.” In 2011 that evolved into a more purposeful narrative bolstered by technology that re-cast the brand as “inspiring people to enjoy the best of nature.”


For Good Strategy

Best strategic thinking for social impact or corporate social responsibility.
Gold: BBDO New York, AT&T “The Last Text”

Texting while driving is more dangerous than driving while intoxicated. As category leader, AT&T committed to take a stance and seized an opportunity to shape the formative habits of a generation who were just beginning to drive by trivializing the text message, not demonizing the texter. The thought at the heart of it: was your last text worth dying for?


Idea for New Product/Content

Best strategic thinking that led to the development of a new product, service or content idea.
Gold: R/GA, Nike+ “FuelBand”

There has never been a way to measure activity. Nike wanted to change that. They approached R/GA with an idea: a device that tracks your daily activity and a common, universal metric called Fuel that lets you compare your activity to anyone else—no matter who you are or what you do. 


Media/Communications Strategy

Strategic thinking that best leverages and shows innovation at multiple touch points for a brand or service.
Gold: Mindshare, American Express Open “Small Business Saturday”

Building upon the tremendous success of the inaugural Small Business Saturday in 2011, American Express set out to make this day a permanent fixture of the holiday shopping season. The goal: drive even more business to America’s independent retailers.  

Gold: Cramer-Krasselt, COA Youth & Family Centers “Having Involved Parents”

The mission of Milwaukee’s “Having Involved Parents” program is to reinvigorate parent involvement in education. But the parents they wanted to reach had an adversarial relationship with school themselves. Many had struggled. Some had dropped out. How do you engage in a conversation about the importance of education with these parents? And in a way that isn’t an indictment of their parenting skills? 



Research Innovation

Best idea for use of an existing research technique or the development of a new research technique.

Gold: JWT Atlanta, “How the U.S. Marines Brought Rambo and Bono Together Though Research (and why).”


No one imagines a return of the draft but, the truth is that the all-volunteer force, continues to be something of an experiment whose success, like that of any commercial marketer’s, is far from guaranteed and depends, on a steady stream of insight and analysis into both the “market” and wider social trends. 


Social Media Strategy

Best strategic thinking that led to engaging consumers with a brand through the use of social media/social networks.

Gold: Ogilvy & Mather, London  Unilever, Dove Masterbrand “The Dove AdMakeover/Unlocking the Social Power of the Dove Brand”

By showing how the unrealistic beauty stereotypes of the beauty and fashion industries damaged self-esteem, Dove empowered women across the world, and made a cultural impact that was felt far outside the realms of advertising.

Gold: DDB Brazil, Estela Ferrorama “Volta Ferrorama”

Estrela was one of Brazil’s most beloved brands and Ferrorama toy train was by far its best known toy. But both Estrela and Ferrorama ceased to be synonymous with playing and started to be synonymous with reminiscing. On closer inspection—found lying within people’s relationship with Ferrorama—was a feeling not of passive, but rather fanaticism. 


Gold: Lew’Lara/TBWA Brasil, Nissan Frontier “Damn Ponies”

Although facing an unfavourable market context and with an out of phase product, the agency invested in a bold strategy and creating a clear point of view and place for Nissan Frontier, which began to uphold values going against the trends of the segment.