Mullen

Winner: Mullen
Title of Entry: CENTURY 21 Moves Into SimCity  Social
Location: Boston, MA
Client: CENTURY 21
Category: 3c.Social Campaign

AAOS

Winner: American Academy of Orthopaedic Surgeons
Title of Entry: 2012 AAOS Public Service Campaign – “Sedentary”
Location: Rosemont, IL
American Academy of Orthopaedic Surgeons
Category: 139. PSA

How do you get kids off the couch and away from their video games,  computers, and television?  That was the problem facing the American  Academy of Orthopedic Surgeons.  A sedentary lifestyle leads to health problems.  Without physical activity (a recommended 35-60 minutes a day) a child will not build strong bones setting them up for health problems as  adults. To ring the alarm, the AAOS produced a PSA targeting parents. The PSA, which may hit a little too close to home for some people, cleverly contrasts an obese child with his slightly infirmed grandmother. The directing and  acting are very strong and as good as most  prime commercials seen on national television. The cinematography also is exceptional bringing to life what might otherwise be staid scenes. The result is both  funny and sad delivering a strong message to the core audience.

Lynn Univervity

Winner: Lynn Univervity
Title of Entry: #lynndebate Social Media Campaign
Location: Boca Raton, FL
Category: 3c.Social Campaign

Lynn University played a prominent role in the 2012 Presidential Campaign.  The Boca Raton, Florida university hosted the third and final debate between Pres. Barack Obama and challenger Mitt Romney.  The third debate was the most important for each candidate, especially for the President who faltered in the earlier exchanges.  Lynn University was in a unique position to increase branding and raise awareness, especially with 59 million viewers tuning in.  The administration utilized a social media campaign before, during, and after the debates to capitalize on the event.  Leveraging Facebook, Twitter, YouTube, Flickr, Google+, Tumblr, foursquare, and Instagram, Lynn University reached out to the country and the world.  On the night of the debate, the school’s hashtage, #lynndebate, was trending top 3 nationwide and top 5 worldwide.  The total number of debate related tweets totaled 6.5 million.  In addition, the university produced 52 debate related videos and 2,000 debate photos.  Lynn University was only established in 1962 and has fewer than 2,000 undergraduates.  For a small school, the university scored big in its social campaign.

Hangar 30 Inc.

Winner: Hangar 30 Inc.
Title of Entry: Wingman Project
Location: Denver, CO
Client: Air National Guard Safety Directorate
Category: 60. Mobile App

It seems about everyone has a mobile app for something these days, from the profane to the profound. Most seem to be for games and the rest informational. Apps also hold the possibility that they can provide a public service. Hangar 30, a Denver based marketing agency, developed a suicide prevention app for the Air National Guard. The app is called Wingman and provides simple tools that not only identify potential suicide victims, but also offer contacts and lifelines to intervene anywhere in the country. The interface is easy to navigate and allows users to quickly access pertinent information. Though developed for the Air National Guard, this app could easily be modified for other professions and social classes.

Hilton Worldwide

Winner: Hilton Worldwide
Title of Entry: Hilton Worldwide Celebrates Inaugural Global Week of Service
Location: Boston, MA
Client: Hilton Worldwide
Category: 107. Special Event

Many “special events” entered into the AVA’s usually involve conventions, seminars, or employee gatherings. But Hilton Worldwide wanted to create an event that would make a difference in communities across the planet. Hilton challenged employees to get involved whether in Michigan or Mumbai. The first annual Global Week of Service event furthered the company’s vision to “fill the earth with light and warmth of hospitality.” Hilton partnered with Feeding America, Global FoodBanking Network and  other non profits along with hundreds of local community organizations. In just eight days, team members at more than 600 properties completed 800 volunteer projects in 401 cities around the  world. Events ranged from rebuilding community centers to mentoring young people to restoring natural habitats. Hilton even created a website to track Team Member and property volunteer projects. Some of projects tackled were new, but others were an extension of on-going community partnerships.

Backward Heroes

Elixir Marketing

GA Creative

Goliath2 Studios

Stonewall Group

Pub point com

American Academy of Ophthalmology

Silber Studios