2012 Platinum PR Awards: Video Program 

Winner: Resolute Consulting - Brookfield Zoo: Operation Rhino 

Rather than send the Brookfield Zoo’s Board of Directors an annual report and presentation on the zoo’s initiatives for the year, the zoo tapped Resolute Consulting for a creative video solution. Resolute created a concise, informative film about the transfer of a ceramic rhino that would be transported to Misericordia Heart of Mercy for use in the organization’s art therapy program for adults and children with developmental disabilities. The Board of Directors could then watch, for the first time, the benefits of the types of programs that are implemented by the Zoo’s staff—promoting and inspiring conservation leadership by connecting people with wildflife and nature. As a result, the Operation Rhino video secured funding for 2012’s programs and initiatives, and was viewed by more than 11,000 people on the zoo’s YouTube channel.  —BM

Honorable Mentions

Counterpart International – Feeding Stomachs, Feeding Minds in Senegal: As a way to educate Counterpart’s staff about its portfolio as an international nonprofit organization in 22 countries, Counterpart used video to showcase the accomplishments of its staff in Senegal, filming for six days nonstop while interviewing staff and driving through the country’s treacherous roads.

Disney Consumer Products – Disney*Pixar Cars 2 Toy Fair Video Campaign: During the 2011 American Toy Fair in New York City, Disney produced a four-part video series to promote the Disney-Pixar Cars 2 franchise that would be introduced on the Disney Living YouTube channel. When linked to in a subsequent press release, the series earned 10,000 views in two days—without ad support.

GM Western Region Communications – Chevy Drive N Date Revs Up Speed Dating Like Never Before: Via social media outreach, Chevy offered students free rides in new vehicles and treated them to late-night meals. The program attracted 5,000 students riding in Chevy vehicles, top-tier media coverage and 50,000 Twitter followers.

Hunter Public Relations – Hunter PR Presents: “Stuff PR People Say”:   When the world started buzzing with videos parodying “sh*t girls say” in early 2012, Hunter PR quickly took the meme and created a version poking fun at the PR field by offering a glimpse at the Stuff PR People Say.

Lockheed Martin Corp. – JAGM “Go In Cool” Whiteboard Video: In support of the Joint Air-to-Ground Missile (JAGM) competition, Lockheed Martin Missiles and Fire Control Communications created a video that uses simple graphics and emotional appeal to communicate key aspects of its cooled tri-mode seeker missile.

Orange County Transportation Authority – OCTA “Catch a Ride on Metrolink” Music Video: With a new Metrolink service in place, OCTA created a video to position Metrolink as a fun and easy travel alternative in Orange County. The OCTA asked the county’s most popular musical acts to start singing Metrolink’s praises in a contest dubbed “Metrolink Rocks,” and Headshine’s “Catch a Ride on Metrolink” was chosen as the winner. A music video kickoff event was held at a station and featured a live performance by the band.

U.S. Department of Veterans Affairs – From Surviving to Thriving: Ogilvy PR produced a documentary—From Surviving to Thriving—that stressed the importance of Iraq and Afghanistan veterans getting screened for traumatic brain injury (TBI) at VA’s Polytrauma System of Care. First-hand stories of veterans discussing TBI proved to be a powerful message. 

U.S. Postal Service Corporate Communications – Systems at Work: To tell the story of how mail is processed today in an engaging way while stressing USPS’ sophisticated technology, USPS with Smithsonian filmed Systems At Work, which focused on the process of getting mail from sender to receiver. The video was shown at the Smithsonian National Postal Museum.

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