Winner: Kronos Inc. – Celebrating Working Women: International Women’s Day 2011
To mark the 100th anniversary of International Women’s Day (March 8, 2011), workforce management company Kronos created an animated video celebrating the achievements of women in the workplace. The challenge was to do it in a respectful way, without over-selling Kronos, says Ken Volk, Kronos’ creative director and project leader. With that in mind, Kronos kept the branding understated. In addition, Kronos produced both English- and French-language versions. Kronos pushed the video to key media outlets; the video was promoted on YouTube’s home page on International Women’s Day. —SP
Honorable Mentions
Baylor Health Care System - DRV NOW, TXT L8TR: To entice drivers to pledge that they wouldn’t text and drive, a YouTube video linked viewers back to a pledge microsite.
CRT/tanaka and Network Solutions - Go Granny: How Network Solutions Stole the Super Bowl: A video campaign called “GoGranny” spoofed competitor GoDaddy’s ads during Super Bowl weekend.
Visit Newport Beach Inc. - “Escape Car-Mageddon” Ride the Waves Instead of the Breaks: Leveraging a planned shutdown of an L.A. freeway, a video encouraging people to visit Newport Beach received more than 500,000 views.
Weber Shandwick Detroit - Track to Street: Corvette Racing Series, 2010: A 12-episode video series gave fans intimate access into Corvette Racing’s team. The videos grabbed over 500,000 views.