The ARF 2010 Ogilvy Awards Winners and Case Studies

Paul Serrila of Campbell-Ewald, Dave Lockwood of Campbell-Ewald, Greg Whiteman of USPS and Mark Schoeman of Colography.

More Ogily Awards photos on Flickr »

The ARF congratulates the 2010 winners The ARF David Ogilvy awards sponsored by Microsoft Advertising.

INDUSTRY AWARDS

Grand Ogilvy Award Winner
Priority Mail Flat Rate Box “A Simpler Way to Ship” – United States Postal Service
ADVERTISER: United States Postal Service
AGENCY: Campbell-Ewald
MEDIA: Campbell-Ewald
RESEARCH: Optimization Group, Millward Brown, Colography, Consumer Insights, Davie Brown
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Research Achievement Winner
Reinvention "Chapter 1" – General Motors Company
ADVERTISER: General Motors
AGENCY: Deutsch Inc.
MEDIA: Starcom
RESEARCH: Harris Interactive, TNS, The Research House
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Research Innovation Winner
The Morris Code: Decoding finance for Students – Bank of America
ADVERTISER: Bank of America
AGENCY: BBDO, Organic, GMR, TPN
MEDIA: Starcom
RESEARCH: Communispace, Ipsos
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AUTOMOTIVE

GOLD
Reinvention "Chapter 1" – General Motors Company
ADVERTISER: General Motors
AGENCY: Deutsch Inc.
MEDIA: Starcom
RESEARCH: Harris Interactive, TNS, The Research House
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SILVER
Cars.com - Plan B Not Required – Cars.com
ADVERTISER: Cars.com
AGENCY: DDB Chicago
MEDIA: Prometheus
RESEARCH: Ethnographic Research Inc, Greenfield Consulting Group, Millward Brown, Hall & Partners, Luntz, Maslansky Strategic Research
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BEVERAGES

GOLD
Brew Some Good - Maxwell House
ADVERTISER: Kraft Canada Inc
AGENCY: Ogilvy
MEDIA: Media Vest
RESEARCH: GFK, Arbor
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SILVER
White Gold - got milk? - California Milk Processors Board
ADVERTISER: California Milk Processors Board
AGENCY: Goodby, Silverstein & Partners
MEDIA: Goodby, Silverstein & Partners
RESEARCH: NovaQuant, MarketTools
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BUSINESS-TO-BUSINESS

GOLD
Priority Mail Flat Rate Box “A Simpler Way to Ship” – United States Postal Service
ADVERTISER: United States Postal Service
AGENCY: Campbell-Ewald
MEDIA: Campbell-Ewald
RESEARCH: Optimization Group, Millward Brown, Colography, Consumer Insights, Davie Brown
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SILVER
Business On Main - Sprint
ADVERTISER: Sprint
MEDIA: Mindshare, Microsoft
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CONSUMER ELECTRONICS

GOLD
Sponsors of Tomorrow – INTEL
ADVERTISER: Intel
AGENCY: Venables Bell & Partners
MEDIA: OMD
RESEARCH: Market Tools, Millward Brown, Nielsen
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SILVER
Introducing the world’s first Web-connected home printer - HP Photosmart
ADVERTISER: Hewlett-Packard
AGENCY: Goodby, Silverstein & Partners, BBDO, Tracy Locke
MEDIA: Omnicom Media Group
RESEARCH: Millward Brown, Flamingo International
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FINANCIAL SERVICES

GOLD
The Morris Code: Decoding finance for Students – Bank of America
ADVERTISER: Bank of America
AGENCY: BBDO, Organic, GMR, TPN
MEDIA: Starcom
RESEARCH: Communispace, Ipsos
Download case study »

SILVER
Uncommon Boldness: The Chase Sapphire Story - Chase Sapphire
ADVERTISER: Chase Sapphire
AGENCY: mcgarrybowen
MEDIA: Zenith
RESEARCH: Marketing Analytics Planning System (MaPS), Millward Brown, Sterling Assoc., Olson Zaltman, Psychologics, DynamicLogic, BrainJuicer, PhaseOne
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GOVERNMENT / NON-PROFIT / PUBLIC SERVICE

GOLD
Community of Veterans – IAVA (Iraq and Afghanistan Veterans of America)
AGENCY: BBDO NY
MEDIA: Ad Council
RESEARCH: Whitman Insight Strategies
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SILVER
The Navy Landed Me Here - US Navy
ADVERTISER: US Navy
AGENCY: GlobalHue
MEDIA: Campbell-Ewald
RESEARCH: GlobalHue
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HEALTH / PERSONAL CARE

GOLD
"Does your makeup make you look older " COVERGIRL & OLAY Simply Ageless - COVERGIRL
ADVERTISER: Procter & Gamble
AGENCY: Grey Worldwide
MEDIA: MediaVest
RESEARCH: Ipsos ASI, TNS-NFO, BASES
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SILVER
Soap Scum - Unilever: Dove
ADVERTISER: Unilever
AGENCY: Ogilvy and Mather
MEDIA: MindShare, Edlemen, Ryan
RESEARCH: Milward Brown
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HOUSEHOLD PRODUCTS

GOLD
Revolutionary Technology - Hefty Odor Block Kitchen Bags
ADVERTISER: Pactiv Corporation
AGENCY: Campbell Mithun
MEDIA: Campbell Mithun
RESEARCH: Millward Brown
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SILVER
iPiensalo Bien! - Reynolds Wrap® Aluminum Foil
ADVERTISER: Reynolds Wrap Consumer Products Company
AGENCY: Bromley Communications
MEDIA: Internal
RESEARCH: Encuesta
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INTERNATIONAL

GOLD
Don't be a Cancer Chancer - Manchester Versus Cancer Alliance
ADVERTISER: Ashton Leigh and Wigan Primary Care Trust, The Manchester Versus Cancer Alliance
AGENCY: McCann Manchester
MEDIA: Universal McCann Manchester
RESEARCH: Unravel Research & Planning Ltd
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SILVER
Morrison's Let's Grow - Morrison's
ADVERTISER: Morrison's Supermarkets
AGENCY: DLKW
MEDIA: Mediaedge:cia
RESEARCH: MEC research
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MULTICULTURAL

GOLD
Hispanic Heritage Month - Walmart
ADVERTISER: Walmart
AGENCY: Lopez Negrete Communications
MEDIA: MediaVest
RESEARCH: ARS, AcuPOLL, Global Research Partners, Social Quest, Big Research, Garcia Research
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SILVER
Tasting is Believing - Progresso Soups
ADVERTISER: General Mills, Inc.
AGENCY: Bromley Communications
MEDIA: Bromley Communications
RESEARCH: MOLA; Market Tools, Inc.
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PACKAGED GOODS

GOLD
Stimulate Your Senses - Wrigley’s 5 Gum
ADVERTISER: Wm. Wrigley Jr. Company
AGENCY: Energy BBDO
MEDIA: Mindshare
RESEARCH: Flamingo International, Jeff Jass Qualitative Research Inc., Ipsos
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SILVER
"One of a Kind Hershey's Kisses" - Hershey's Kisses
ADVERTISER: The Hershey Company
AGENCY: Arnold, New York
MEDIA: OMD
RESEARCH: Landis S&I, Theory Research, The Cambridge Group, The Geppetto Group, Millward Brown
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RETAIL / E-TAIL

GOLD
Wendy’s Intentrack™ - Winning on Quality - Wendy’s
ADVERTISER: Wendy’s
AGENCY: Kaplan Thaler Group
MEDIA: MediaVest
RESEARCH: MediaVest
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SILVER
Winning With Mom During the Great Recession - Walmart
ADVERTISER: Walmart
AGENCY: The Martin Agency; R/GA
MEDIA: MediaVest
RESEARCH: Impact Consumer Research, MaPS, Deep Blue Insight, IHS Global Insight
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SHOPPER MARKETING

GOLD
Shopper Seasons - ConAgra
ADVERTISER: ConAgra Foods
AGENCY: RPM Connect, a wholly owned subsidiary of D.L. Ryan Companies, Ltd
RESEARCH: Fusion Marketing Power
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SILVER
Coca-Cola 'MOTOR'ing to WIN - Coca-Cola
ADVERTISER: The Coca-Cola Company
AGENCY: Monday, Thailand
MEDIA: Initiative Media, Thailand
RESEARCH: The Nielsen Company
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SPORTS / ENTERTAINMENT / MEDIA

GOLD
Bing and Decide: Launch of Microsoft’s First Decision Engine - Microsoft Bing
ADVERTISER: Microsoft
AGENCY: JWT. Razorfish
MEDIA: Universal McCann
RESEARCH: Hall & Partners, Penn Schoen & Berland, Comscore, Market-Bridge
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SILVER
we share - PBS KIDS Sprout
ADVERTISER: PBS KIDS Sprout
AGENCY: Red Tettemer
MEDIA: MediaVest
RESEARCH: Harris Interactive; Maureen Craig Consumer Insights & Brand Strategy
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TELECOMMUNICATIONS

GOLD
Windows phone 6.5 Launch – Windows® Phone
ADVERTISER: Microsoft Canada
MEDIA: M2 Universal
RESEARCH: Youthography
Download case study »

SILVER
Comcast DoubleClick DFA-Omniture Genesis Integration - Comcast
ADVERTISER: Comcast Corporation
MEDIA: MediaVest
RESEARCH: MediaVest
Download case study »