Please review all of the finalists for each category and Knotch on each one of them to cast your vote.
THE BEST USE OF VIDEO
ON PUBLISHERS, OWNED SITES OR MICRO-SITES.
Title: “Can’t Wait To Wash My Face” The Musical
Views: 3,455,428 views
This two-part campaign had two goals:
Part 1. Sell Olay Daily Facials at Walmart.
Part 2. Drive talkability for Olay.
Part 1. An initial round of 4 pilot creatives distributed from the PureWow Facebook handle to Olay’s target determined that the Sisters “scene from a sitcom” video trope was a best performer based on Facebook Brand Lift results and video consumption metrics. We doubled-down on that concept, retargeting hero video viewers with magic assets. The Results? We drove significant offline sales lift in Walmart and Target nationwide.
Part 2. Based on the success of the Sisters episode, Olay green-lit 7 additional Sisters episodes, including one musical: “Can’t Wait To Wash My Face.” With an above benchmark YouTube VTR and incredibly positive comments, Olay pushed the video to run as a 90 second TVC during the 2018 MTV Video Music Awards.
Title: “Dream Crazy”
Agency: Wieden + Kennedy
“Just Do It” ad, starring Colin Kaepernick, the Swoosh now debuts its first commercial with the former San Francisco 49ers quarterback, its new “Just Do It” spokesman, in celebration of the motto’s 30th anniversary.
In addition to LeBron James, Serena Williams and Odell Beckham Jr., the film features Rio gold medal-winning wheelchair athlete Megan Blunk: 10-year-old wrestler Isaiah Bird, who was born without legs; an Ironman athlete, Charlie Jabaley, who dropped 120 pounds and overcame a brain tumor, and Michigander Alicia Woollcott, who played linebacker and was named homecoming queen during her senior season.
Created by Wieden + Kennedy, it’s classic, inspirational Nike fare with the familiar formula of powerful visuals, music and copy, to make its point. The theme is all about audaciousness and sacrifice and Kaepernick’s voice adds real gravity.
“If people say you’re dreams are crazy, if they laugh at what you think you can do, OK, stay that way because what nonbelievers fail to understand is that calling a dream crazy is not an insult. It’s a compliment,” he says to open the spot.
From there, it’s mini-stories stacked together. Some center around athletic achievements, including a quick look at Nike’s Breaking2 stunt while others are more personal, including a quick shot of a news clip announcing the opening of the school James’ helped fund earlier this year.
Title: A Giant Story
YouTube video views - 21.5M
YouTube likes - 24k
Facebook views - 3.3M
Likes - 7.7k
Shares - 2.5k
Comments - 399
Intuit, the maker of financial products TurboTax, QuickBooks, Mint, and Turbo, has debuted its first-ever corporate brand campaign in the company’s 35-year history. At the center of the campaign is a four-minute animated short film that features a mechanized giant helping bring two people together. The film is meant to showcase how Intuit, with its ecosystem of products, helps power prosperity for consumers and those who work for themselves.