MONO WINS ADVERTISING’S ‘BEST OF SHOW’ AT AD FED AWARDS NIGHT
“The Human Doing” for Blue Cross and Blue Shield of Minnesota, “Swap Meet” for Blu Dot sweep gold, making statement for experiential marketing
MINNEAPOLIS (November 14, 2011) – At the Advertising Federation of Minnesota's annual award night, The Show, which gathers the state's best in advertising, creative branding agency mono took home the 2011 Best of Show award for its experiential ‘The Human Doing’ campaign for Blue Cross Blue Shield of MN. In addition to the top award of the night, mono won 14 pushpin trophies, including a gold Judges Choice Award for the Blu Dot Swap Meet.
"These awards are recognition of the kind of work we think is helping brands succeed in today’s crowded and fragmented media environment,” said Jim Scott, mono's cofounder and managing partner. "The Human Doing and Swap Meet were designed to engage consumers in a brand experience, not just ask them to look at an ad. We also have our clients to thank for trusting us to forge new paths and find new and inventive ways to build brands.”
These new ways include the idea of asking a man to live in a glass apartment at Mall of America for a month to teach and inspire Minnesotans to live healthier.
"The Human Doing was a testament to how people crave true connections," said Troy Longie, mono' s creative co-chair on the project. "To hear people say they have been inspired by The Human Doing to get and stay healthier motivates us to keep reinventing advertising around simple ideas that capture the fascination of consumers."
The campaign combined live, event-based marketing and was fueled entirely through social media. Minnesotans could “vote” for activities that The Human Doing would do three times a day via Facebook, Twitter, or by texting their vote to a website designed by mono. Over the course of the campaign, Scott Jorgenson, the man who lived in the apartment for 30 days, lost 32 pounds while his cholesterol dropped 100 points. The campaign generated more than 10 million media impressions during those 30 days, yet $0 was spent on traditional media.
Other awards to mono at The Show went to their MSNBC Lean Forward campaign, which took home four, and to Mrs. Meyer's Clean Day for its guerilla fountain event, "Clean Should Smell Better" print ads, and "How We Began" illustrated video.
A full listing of mono's awards from The Show can be found on their blog.
amahoney@mono-1.com
(612) 454-4939
mono is a Minneapolis-based creative branding agency that believes in the power of simplicity. Founded in 2004 by Michael Hart, Chris Lange and Jim Scott, today mono creates innovative communications for a client roster that includes Apple, MSNBC, Tillamook, Harvard Business School, Mrs. Meyer's Clean Day, General Mills, Blu Dot, Parsons The New School for Design and Blue Cross and Blue Shield. For more information, please visit www.mono- 1.com.
Editor’s note: Correct spelling and punctuation of mono is with a lower case “m”
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