THE 38TH ANNUAL
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AWARDS GALA SHOW GUIDE MAY 21, 2021 | WHEREVER YOU ARE #reggieawards twitter.com/ANAmarketers facebook.com/ANA THE 38TH ANNUAL presented by
Transcript of THE 38TH ANNUAL
AWARDS GALA SHOW GUIDEMAY 21 , 2021 | WHEREVER YOU ARE
#reggieawards
twitter.com/ANAmarketers facebook.com/ANA
THE 38TH ANNUAL
presented by
Brand Activation is marketing that both builds a brand’s image and drives a specific consumer behavior or action. Campaigns that touch the consumer and shopper in innovative and results-driven ways, using experiential, promotion, relationship, commerce, influencer, and content marketing approaches, are driving the industry. Our categories reflect those pillars of Brand Activation — and for most brands, those disciplines account for more than 50 percent of your marketing budget.
This year the competition was obviously affected by the pandemic. Entries still reflected incredible creativity and resiliency across the board. Many categories showed growth vs. last year, especially Purpose, Cause or Charity Marketing, Multicultural of Lifestyle Segment Marketing and Creativity & Innovation, reflecting key areas of importance in 2020.
Today’s winners created campaigns that are truly REGGIE-worthy and recognized by the entire industry as excellence in Brand Activation for their strategic insights, strong execution, creative idea, excellent results, and ability to build the brand. Raise your glass to those who break new ground building their brands and driving their consumers to act!
Thank you for celebrating our 38th anniversary of the REGGIE Awards!
Lilia Arroyo - FloresChief Strategy OfficerHavas Chicago
Veronica BertranChief Client OfficerMcCann NA Maurice CooperSenior Vice President, MarketingTarget
Jaime Dictenberg Senior Vice President, Marketing ViacomCBS
Jackson Jeyanayagam Vice President and General Manager of Direct-to-Consumer The Clorox Company
Soyoung Kang Chief Marketing Officer eos
Andrew Long Senior Director, Simmons Marketing Serta Simmons Bedding, LLC
Franke Rodriguez Partner/Chief Executive Officer (NYC and Toronto) Anomaly
Marissa Solis Senior Vice President – Core Brands, Partnerships, and Media PepsiCo, Frito-Lay North America
Janice Tennant Chief Marketing Officer Merrell
Amy Winger Global Chief Strategy Officer VMLY&R
Penny Wise President 3M Canada
T H A N K Y O U S U P E R R E G G I E J U D G E S :
CELEBRATING 38 YEARS OF MARKETING EXCELLENCE
B R A N D A C T I V A T I O N P A R T N E R S
R E G G I E A W A R D S S P O N S O R
Please join us on August 10–12 at the 2021 ANA Brand Activation & Creativity Conference. This hybrid event will take place at the Chicago Marriott Magnificent Mile and feature speakers from Ulta Beauty, 3M, Heineken USA, Serta Simmons, Petco, and more.
THE 38TH ANNUAL
(category finalists listed in alphabetical order by campaign name)
2021 REGGIE AWARD FINALISTS
n Campaign Name Client/Brand Agency
AGE-TARGETED MARKETING
nn The First-Ever Tik Tok Reality Show: e.l.f. Cosmetics Movers+Shakers Eyes. Lips. Famous.
nn Go RVing Honeymoon Intervention Go RVing FCB Chicago and FCBX
nn Simmons Snoozzzapalooza Serta Simmons Bedding Burns Group
LOCAL, REGIONAL OR MARKET SPECIFIC MARKETING
nn Dia De Los Muertos with Hershey & H-E-B The Hershey Company TPN
nn Hudson Yards Shine Bright Related CSP Marketing
nn Summer of Funlightenment Wells Enterprises - Blue Bunny FCB Chicago and FCBX
MULTICULTURAL OR LIFESTYLE SEGMENT MARKETING
nn Crayola Colors of the World Crayola dentsumcgarrybowen
nn The Crown Act Dove (Unilever North America) JOY Collective
nn Deja Tu Huella - Leave Your Mark Frito-Lay/Cheetos Dieste, Inc. and OMD
SPORTS OR ESPORTS MARKETING
nn Mobil 1 NBA 2K21 Holiday Promotion ExxonMobil Integer Group Dallas and GMR Marketing
nn Procter & Gamble’s Virtual Procter & Gamble Taylor Strategy #NFLDraftRedCarpet
nn SNICKERS Hungriest Player 2020 Mars Wrigley Confectionery US LLC The Marketing Arm
INNOVATIVE USE OF MARKETING TECHNOLOGY
nn Game On: Winning The PC Aisle Intel Arc Worldwide and Digitas
nn IBM Watson Advertising and CVS CVS IBM Watson Advertising
nn IBM Watson Advertising Conversations State Farm IBM Watson Advertising for State Farm
PROMOTION MARKETING
nn Bon Appé-Cheetos® Holiday Cookbook Frito-Lay North America The Marketing Arm
nn Famous Orders - The Travis Scott Meal McDonald’s The Narrative Group and Wieden+Kennedy New York
nn Pockets 4 Bits: Gamer Snacks Level Up Nestlé Reach Agency
n Campaign Name Client/Brand Agency
BUSINESS-TO-BUSINESS MARKETING
nn Cat Trial 10: Pac-Man Caterpillar Inc. Caterpillar Inc.
nn Dell Small Business Podference Dell Technologies MediaCom Creative Systems
nn Return to School Safely School Specialty School Specialty
CREATIVITY AND INNOVATION
nn American Standard Flushes 2020 American Standard Empower and BML
nn The Cool Ranch Frito-Lay Goodby Silverstein & Partners
nn SNICKERS Hungriest Player 2020 Mars Wrigley Confectionery US LLC The Marketing Arm
NEW PRODUCT OR SERVICE LAUNCH
nn Kitchenaid® Freeflex™ Rack Dishwashers KitchenAid Whirlpool Creative Studios Keep Up With What You Cook Up (Whirlpool Corporation)
nn Ritz Cheese Crispers Launch - Mondelez International VMLY&R Commerce Albertsons Companies
nn Unliminted Mint Mobile Maximum Effort
PARTNERSHIP MARKETING
nn Doritos Valedictorian Frito-Lay The Marketing Arm
nn Lenovo Legion Global Campaign Lenovo The Woo
nn Love That Game Giveaway Keurig Dr Pepper and Popeyes Merkle
SHOPPER MARKETING OR RETAILER-SPECIFIC MARKETING
nn Game On: Winning The PC Aisle Intel Arc Worldwide and Digitas
nn Powering the Joy of Movement GSK Consumer Healthcare Arc Worldwide
nn Your Neighborhood Bud Light Vendor Anheuser-Busch, Bud Light FCB Chicago and FCB/RED
SPONSORSHIP OR LICENSED PROPERTY MARKETING - SPONSORED BY IEG
nn Ally Racing “Thank You Jimmie” Ally Financial MKTG
nn Get Low The Kroger Company DDB New York
nn Rick And Morty And Pringles Kellogg Company Adult Swim and GREY New York
n Campaign Name Client/Brand Agency
INFLUENCER MARKETING
nn Famous Orders - The Travis Scott Meal McDonald’s The Narrative Group and Wieden+Kennedy New York
nn Kit Kat Flavor Launch At Walmart The Hershey Company SheSpeaks and TPN
nn SNICKERS Hungriest Player 2020 Mars Wrigley Confectionery US LLC The Marketing Arm
CONTENT MARKETING
nn Bon Appé-Cheetos® Holiday Cookbook Frito-Lay North America The Marketing Arm
nn The Crown Act Dove (Unilever North America) JOY Collective
nn Get Low The Kroger Company DDB New York
EXPERIENTIAL MARKETING (LIVE OR VIRTUAL)
nn The Cool Ranch Frito-Lay Goodby Silverstein & Partners
nn Game On: Winning The PC Aisle Intel Arc Worldwide and Digitas
nn Love Can’t Wait Jared the Galleria of Jewelry Hawkeye
NATIONAL CONSUMER BRAND ACTIVATION
nn AARP COVID-19 Response AARP Republica Havas
nn Procter & Gamble’s Virtual Procter & Gamble Taylor Strategy #NFLDraftRedCarpet
nn The Big String Cheese Debate Saputo Cheese USA Hangar 12
RELATIONSHIP, LOYALTY, OR CRM MARKETING
nn #CloudQuarters SADA Systems SADA Systems
nn #VirtualCheeselandia Dairy Farmers of Wisconsin We Must Be Bold
nn AARP Rewards AARP Merkle
n Campaign Name Client/Brand Agency
CHALLENGER BRAND MARKETING
nn American Standard Flushes 2020 American Standard Empower and BML
nn Announcemint Mint Mobile Maximum Effort
nn TD Thanks You TD Bank Diamond Integrated Marketing
HOLIDAY OR SEASONAL MARKETING
nn Bon Appé-Cheetos® Holiday Cookbook Frito-Lay North America The Marketing Arm
nn Dunkin’ “All The Fall Things” Dunkin’ Brands Arc Worldwide
nn Halloweendy’s Scare Thru The Wendy’s Company The Marketing Arm and VMLY&R
INNOVATIVE COMMERCE MARKETING
nn Jersey Shore Family Vacation ViacomCBS ViacomCBS Shoppable Content
nn Mucinex® DTC Launch Event: A Live RB/Mucinex Legend and Barbarian Fashion Show Streamed On YouTube Featuring Top YouTube Influencers Live From Their Bedrooms!
nn Your Neighborhood Bud Light Vendor Anheuser-Busch, Bud Light FCB Chicago and FCB/RED
PURPOSE, CAUSE OR CHARITY MARKETING
nn The Crown Act Dove (Unilever North America) JOY Collective
nn The Uncensored Library Reporters Without Borders MediaMonks and Germany DDB Germany
nn Virtual National Forest Ferrara Candy Company - Day One Agency and Black Forest Duncan Channon
SMALL BUDGET BRAND ACTIVATION MARKETING (BUDGET LESS THAN $1,000,000)
nn American Standard Flushes 2020 American Standard Empower and BML
nn The Dos Equis Seis-Foot Cooler Makes Heineken USA Fast Horse Social Distancing More Interesting
nn Summer Of Funlightenment Wells Enterprises - Blue Bunny FCB Chicago and FCBX
DIGITAL, SOCIAL, OR MOBILE MARKETING
nn City Of Big Dreams Fundraising Festival The Simple Good Jack Morton
nn Jif Settles The Jif Vs. GIF Debate Jif Peanut Butter MSL Group and Publicis (PSOne)
nn Procter & Gamble’s Virtual Procter & Gamble Taylor Strategy #NFLDraftRedCarpet Thank you to all the REGGIE Award Judges
who gave their time to choose our winners.
