Project Isaac: Celebrating the Marketing & Advertising 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 Marketing & Advertising category included invention-based submissions in: Brand performance, Creative, Design, Event/experience, Marketing, Product development and Retail.

7

Brand performance

Gold: Google Talking Shoe, 72andSunny
Silver: Life Reimagined, R/GA N.Y.
Bronze: No award given

6

Creative

Gold: Nivea Sun, Solar Ad Charger, FCB Brazil Sao Paulo
Silver: The Jay Z Gold Window, KBS+
Bronze: No award given 

5

Design

Gold: Suntory Whisky, 3D on the Rocks, TBWA Hakuhodo Tokyo
One can debate all day whether whisky is better with or without ice. But Suntory Whisky, with agency TBWA Hakuhodo, helped tip the scales the colder route. Employing 3-D printing technology to create ice in any shape imaginable, ideas for designs were submitted via social media, generating 5 million tweets in two weeks. The coolest mini ice sculptures (from Batman’s head to Super Mario) were uploaded to a gallery, dubbed 3-D on the Rocks, on Suntory’s website. And a pop-up bar allowed whisky lovers to try out their designs in real life, leading to requests by 200 bars to install the technology as well as inquiries from fashion and music vendors to borrow it for their events.

Silver: No award given
Bronze: No award given

4

Event/Experience

Gold: Oreo Trending Vending, Mondelēz International, Ruder Finn N.Y. 
If you attended SXSW this year, you not only had the chance to see the Talking Sneaker from Google (see Digital: Product Development Gold winner), but you also got to design your own Oreo cookie. Using 3-D printing technology and social media at an Oreo vending booth (conceived by Oreo parent company Mondelēz International) in Austin, Texas, people who waited up to two hours in line got to design their own cookie from 12 flavors and cream colors, then see it get made by the 3-D printer. More than 16,000 cookies were made, but the bigger payoff came in earned media. Social, print and online impressions totaled more than 42 million.

Silver: Air Purifying Billboard, FCB Mayo Lima
Bronze: Quietest Show on Earth, McCann N.Y.

3

Marketing

Gold: Air Purifying Billboard, FCB Mayo Lima
Last year’s Gravity Award winner is back, only this time it’s making fresh air instead of potable water. UTEC, a Peruvian university specializing in engineering and technology, was building a new campus amid the massive construction boom in the country. Realizing its expansion would create pollution, UTEC teamed again with agency FCB Mayo in Lima to design a billboard that literally helps residents and construction workers breathe easier. Using a water filtration system, the technology generates as much clean oxygen as 1,200 trees, or a radius of five blocks. That’s nothing to sneeze at. 

Silver: Oreo Trending Vending, Mondelēz International, Ruder Finn N.Y.  
Bronze: No award given

2

Retail

Gold: The Jay Z Gold Window, KBS+ 
How can a marketer engage shoppers on New York’s busiest block (Herald Square, home of the Macy’s flagship) on the busiest shopping day of the year (Black Friday)? To launch Jay-Z’s fragrance Gold, KBS+ installed a window at the retailer that required four Ph.D.s, Microsoft Kinect identification technology and 600,000 lines of code. In real time, the display mimicked the movements of passersby, rendered in liquid gold. After 143,000 interactions in four days and 3,600 impressions per hour, Gold hit the top 10 in sales for three months after the display went up. Rack up another Gold for the king of hip-hop.

Silver: Briggo Coffee Haus, SapientNitro Miami Beach
Bronze: Pharmacy, Delivering Relief, OMD N.Y.

1

Check out more Project Isaac winners