In our complex, hyper-connected and fast-changing world where media, marketing and technology converge and mingle more every day, you don’t have to create “genius” campaigns in order to cut through the clutter. But if you do, it sure helps. Which brings us to Adweek’s fifth annual Project Isaac Awards, a celebration of novel notions that obliterate boundaries and exceed expectations to bolster brands and, in some cases, advance social causes close to their creators’ hearts.
This year’s Gravity Award winner, DigitasLBi’s “Care Counts” initiative for Whirlpool, seems especially apropos and genre bending, “promoting” washers and dryers in the best way possible: donating them to school systems so that disadvantaged kids can have clean clothes and stop cutting class. (Read the Gravity Award winner story here.) Along with portraying Whirlpool in the best possible light, the program is having a quantifiable positive impact in people’s lives. Such themes unite our Isaac winners. They’re a diverse lot, but all of them work smart and hard, leveraging insight and data to transcend the one-size-fits-all definition of advertising and expand each brand’s footprint in relevant, exciting ways. ...
Sports Marketing Invention
Momentum Worldwide | Verizon, Virtual Gridiron
With action footage filmed live at University of Phoenix Stadium (site of Super Bowl XLIX), this VR game let fans compete against each other in real time. Surround sound and rumble plates provided a rough-and-tumble multisensory experience for the nearly 6,000 consumers who participated. “When we create experiences like Virtual Gridiron that turn typically isolating and lonely VR into a moment of shared human connection, we hope to forge another incremental steppingstone in the evolution of the medium,” says Momentum creative chief Omid Farhang.