Award winning integrated marketing campaigns successfully use a creative concept and stretch it to the limit. It might be a marketing stunt that is filmed for a commercial, it might be print, web, social and outdoor executions of an idea, or it could be a fully 360 degree campaign.
At the D&AD Professional Awards we've seen increasingly elaborate and ambitious campaigns. Here's a selection of the most smile-raising, budget-stretching, media-earning integrated marketing campaigns examples from the past six years.
Kombi Last Wishes
On the last day of 2013, after 63 years, the last Volkswagen Kombi production line in the world closed its doors in Brazil. Instead of simply announcing the end of its production, AlmapBBDO gave the Kombi an unlaunch. Kombi owners past and present were invited to submit their stories via the campaign website. AlmapBBDO chose the most special stories and published a will, a list of the van's heirs and last wishes. The Kombi would deliver all of its bequests, turning each stop into a chapter in a special webseries. The campaign's impact was felt around the world, proving that a vehicle that will never be produced again can still do plenty for its brand.
Live Test Series
Award: Yellow Pencil / Integrated & Earned Media / Integrated / 2014
Agency: Forsman & Bodenfors
Client: Volvo Trucks
How do you get people all over the world to talk about trucks? That was the challenge when Volvo Trucks introduced five new models within 12 months.
Much more than just the well known commercial, BBH New York's Susan Glenn campaign was a whole experiece in itself.
Not only did this campaign turn around the at-times perceived chauvinism of Axe, it turned around the brand’s sales numbers, beating its goals for the year. Proving anything is possible when you Fear No Susan Glenn.
A campaign stretching from Point of Sale to Outdoor to Web, that ended in a spontaneous flashmob? Now that's integrated communication.
Ready to Work
To highlight Levi’s pioneering spirit, this campaign brought the real, ambitious rebuilding efforts of the citizens of a rundown old steel town, Braddock, PA, to life. It culminated in documentaries, and provided content for multiple media.
The Best Job in the World
This campaign was awarded two Black Pencils, in Integrated and Direct. It's an example of how a campaign that involves 30,000 active participants around the world can achieve blanket media coverage, and create your content for you.
If you think you have a campaign that deserves a Pencil, enter your work into the D&AD Professional Awards and see if our judges agree. When it comes to awards, nothing matters more.