LIA 2016

Tipo de premio: Advertising Awards

2 Bay Club Drive Suite 3J Bayside, NY 11360 UNITED STATES

Sitio: http://www.liaawards.com/
Email: info@liaawards.com
Teléfono: +1 718 747 6747

LIA (formerly known as London International Advertising Awards) is a worldwide Award annually honouring legends, pioneers, and embodiments of excellence in Advertising, Digital, Production, Design, Music & Sound and Technology. It was the first truly international award of its kind to acknowledge all media from all over the world to be judged by a diverse global jury. In 2004, the word “Advertising” was removed from the competition’s name to reflect the fact that it observes more than just “advertising” in an ever-changing industry. Barbara Levy, Founder of LIA, has also been the Awards President since its inception in 1986.

The Awards began by honouring advertising in the realms of Cinema, Television, Print, and Radio internationally. LIA now honours 16 unique media types: Billboard, Branded Entertainment, Design, Digital, Integration, Music & Sound, Music Video, Non-Traditional, Package Design, Poster, Print, Production & Post-Production, Radio & Audio, The NEW, TV/Cinema/Online Film and Verbal Identity.

 

Grand LIA winners will get a 1-year 15-users instant access to Coloribus Advertising Archive

 

Special Awards

 

Network of the Year: McCann Worldgroup

Agency of the Year: McCann New York

Post-Production Company of the Year: The Mill

Radio & Audio Company of the Year: Produce Sound, Johannesburg

Music & Sound Company of the Year: Factory

Production Company of the Year: Framestore, New York

#Optoutside [video]

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Sector Tiendas de ropa y accesorios
Media Digital, Case study
Mercado Estados Unidos
Agencia Venables Bell & Partners
Creative Director Lee Einhorn
Art Director Avery Oldfield
Copywriter Adam Wolinsky
Agencia de production Tool Of North America
Publicado enero 2016

Premios

Cannes Lions 2016
Promo And Activation Sectors: Retail, e-Commerce, Restaurants & Fast Food Chains Grand Prix
Titanium - Grand Prix
Direct Campaign: Integrated Campaign led by Direct Gold Lion
Promo And Activation Campaign: Integrated Campaign led by Promo & Activation Gold Lion
Integrated Integrated: Integrated Campaign Gold Lion
Direct Sectors: Retail, e-Commerce, Restaurants & Fast Food Chains Gold Lion
Cyber Web Campaign: Retail, e-Commerce, Restaurants & Fast Food Chains Gold Lion
PR Campaign: Integrated Campaign led by PR Silver Lion
Design Digital & Interactive Design: Social Engagement Silver Lion
PR Practices & Specialisms: Media Relations Bronze Lion

Creditos y descripciones

Agency: Venables, Bell & Partners San Francisco
AGENCY: North Kingdom / Los Angeles + Edelman / San Francisco + Starcom MediaVest Group / Chicago
Client: Rei
CLIENT REI
TITLE #OptOutside
Agency Producer Jake Grand
Art Director Avery Oldfield
Copywriter Adam Wolinsky
Creative Director Lee Einhorn
Design Director Jarrett Carr
Designer Nicola Broderick
Digital Development Director Jeff Teicher
Digital Producer Adela Chung
Director Benji Weinstein
Director of Integrated Production Craig Allen
Executive Creative Director Will McGinness
Executive Producer Lori Stonebraker
Head of Art Jacqueline Fodor
Line Producer Jason Manz
Advertising Agency Venables, Bell & Partners
Design Agency North Kingdom
Editing Brickyard VFX
Production Company HutchCo Technologies, Tool of North America
Media Agency Starcom Mediavest Group
PR Agency Edelman
Communications Strategist Gavin Jones
Managing Partner Dustin Callif Oliver Fuselier
Planner Mike Riley
Outdoor retailer REI believes that a life outside is a life well lived. Black Friday, America’s biggest shopping day, stood in stark contrast to this belief. Held the day after Thanksgiving, this holiday had come to represent shoppers leaving their families to go buy things, spending days lining up at stores, or even fighting one another amongst the aisles. That’s why on Black Friday 2015, REI took an unprecedented stand. The co-op closed all 143 of their stores and invited the entire country to spend the day differently - by heading outside.
Synopsis:
Outdoor retailer REI believes that a life outside is a life well lived. Black Friday, America's biggest shopping day, stood in stark contrast to this belief. Held the day after Thanksgiving, this holiday had come to represent shoppers leaving their families to go buy things, spending days lining up at stores, or even fighting one another amongst the aisles. That's why on Black Friday 2015, REI took an unprecedented stand. The co-op closed all 143 of their stores and invited the entire country to spend the day differently - by heading outside.
Outcome:
#OptOutside became a widespread cultural movement. 1.4 million people chose to spend Black Friday outside with REI. Over 170 organizations showed support for REI with some even closing their doors in solidarity. Hundreds of parks opened their gates for free. The campaign earned 33 straight days of media coverage with 3,423 placements leading to 6.7 billion media impressions. #OptOutside generated 1.2 billion social impressions, becoming a trending topic on Twitter for three separate days and Instagram for two separate days. #OptOutside was #11 of Brandwatch's top 15 Twitter trends of 2015. The hashtag entered the larger social vernacular - six months later, it was still being used thousands of times per day. While #OptOutside was designed for long-term community engagement, not to drive short-term sales, REI revenues were up double digits year over year (bucking industry trends). Applications to work at REI were up 92% in Q4 2015.
Campaign Description:
Instead of offering discounts to lure shoppers inside on Black Friday, REI announced that they would be doing something unprecedented: shutting all 143 of their stores, ceasing to process orders on their website and paying 1
000 employees to spend the day outside. Employees, members and the public were encouraged to use this day to reconnect with the outdoors and each other. We created an integrated campaign to invite the public outside with us, building a movement around the hashtag #OptOutside
Execution:
Employees and members were first told the news by REI's CEO. Then an integrated campaign spread the #OptOutside movement across social, PR, TV, print, out of home and influencer outreach. Supporters were given a simple call to action: #OptOutside. The #OptOutside digital experience acted as the hub for the entire campaign. This mobile-first site included information about the closure, a trail-finder tool to help those new to the outdoors find nearby places to go on Black Friday, a live-streaming gallery offering inspiration from those already on the trail, and a custom meme creator to let users share personalized images across their social network stating their Black Friday intentions. These memes helped the #OptOutside movement grow exponentially, as more and more social media users decided to take a pass on Black Friday and spend the day outdoors.
Strategy:
Research confirmed that interest in the outdoors was up and the health benefits of spending more time outside was gaining traction. Tangentially, enthusiasm for Black Friday shopping was decreasing. This signaled that the time was right for REI to take a stand against the chaos of Black Friday. REI had the opportunity to leverage this moment to build and connect communities around the outdoors, helping people understand and share its unique purpose and values. The people-first strategy meant using a cross-channel approach to unite employees, co-op members, outdoor enthusiasts, the outdoor industry and non-profit partners to generate a national conversation about the benefits of a life outdoors while crafting inspiring content to invite people to #OptOutside. Using a hashtag as the campaign line and call to action, we were able to create a simple way for anyone to stand up and join. A custom social media tool on the #OptOutside