The annual bacchanal that’s St. Patrick’s Day—an important gross sales second for whiskey manufacturers—offered an uncommon problem in 2024: The vacation fell on a Sunday, traditionally a sluggish day for alcohol gross sales. So Jameson Irish Whiskey invented a supplemental vacation, St. Patrick’s Eve, that mixed iconic rituals from different main occasions throughout the calendar. The marketing campaign turned the Las Vegas Sphere right into a countdown clock, wrapped Chicago’s riverboats in inexperienced (in lieu of dyeing the waterway), and even dropped a digital Instances Sq. ball, turning March 16 right into a full-fledged social gathering night time.
This ingenious method turned a probably quiet St. Patrick’s Day into an enormous win: Jameson’s family penetration rose 7%, gross sales beat historic Sunday benchmarks by almost 5%, and in key markets, year-over-year gross sales jumped 8%. By inventing a brand new celebration, Jameson didn’t simply save the vacation—it created a development alternative.
V&A Museum | “If You’re Into It, It’s within the V&A”
Inventive Company: Adam&EveDDB
Media Company: PHD UK
Class: Greatest Use of Various Media, Greatest Worldwide Marketing campaign
Many younger individuals assume museums are simply stuffed with previous stuff. To achieve them, the Victoria and Albert Museum determined to show them improper by bringing its assortment of greater than 2.8 million objects—a lot of them fashionable icons similar to Harry Types’ cardigan—to the place they’re: particular curiosity magazines, streetwear shops, and TikTok. In crafting the museum’s “If You’re Into It, It’s within the V&A” media marketing campaign, PHD UK recognized a spread of hobbies, from mainstream to very area of interest, amongst its 18- to 35-year-old audience, then labored with V&A curators to decide on 70 totally different associated objects.
These things had been showcased throughout billboards, print, and digital and social media, together with having creators craft objects that includes the marketing campaign’s slogan. PHD additionally executed a sequence of activations starting from customized tattoos to a Twitch stream to metallic detecting by producing a sequence of “It’s within the V&A” objects that had been hidden throughout the U.Ok. as a nationwide scavenger hunt. The marketing campaign was a smash hit, with over 37 million impressions, searches for the V&A rising 23%, and consciousness up 28%.
Ford | “Child Bronco”
Media Company: Mindshare
Class: Greatest Use of Branded Content material/Leisure ($1 Million-$2 Million)
