Best Large Agency (over 100)

← Go back to category
6th Annual Shorty Industry Awards Winner

360i

Produced by:

360i

Date submitted:

Feb. 6, 2014

Share:

Visit site →

About this entry

360i started 2013 with a Dunk in the Dark that sparked an industry-wide conversation about the potential for brands to act more quickly – and with greater relevancy – to connect with people and earn attention in an increasingly social world. The content coupe was lauded as one of top Super Bowl efforts of the year, alongside popular TV spots.

In the months following the Big Game, the 625-person agency built on this philosophy to launch fresh, digital-by-design campaigns that helped clients like Ben & Jerry’s, Hanes, NBC Universal, Oreo, P&G, SUBWAY and more achieve their business objectives.

The case for why this entry should win a Shorty

The Work—

HBO | “#ROASTJOFFREY.” With the premiere of “Game of Thrones” on the horizon, we wanted to engage fans and get them excited for the show’s fourth season. Social analysis of chatter around 35 TV villains showed that King Joffrey Barathenon is the No. 1 most-hated TV character by a long-shot, so we decided to give fans the opportunity to lambaste the King with HBO in style. #ROASTJOFFREY, the Internet’s first-ever social media roast, collected roasts from celebrities, influencers and the cast members themselves and generated 1 billion impressions for HBO in just two days.

Oscar Mayer |“Say It With Bacon.” Tapping into the insight that people shop for bacon like they shop for fine jewelry, we launched a Father’s Day campaign that spoofed familiar TV spots for fine jewelry. Encouraging women to show the men in ¬their life they care by “saying it with bacon,” Oscar Mayer actually sold a line of luxe bacon products via an online store. Flash sales were announced on Twitter when the limited products were available for purchase. The result: a ton of bacon buzz and a sales lift for Oscar Mayer during a time when sales across its entire category were down.

Watch the case study video.

Hanes | “Undercover Color.” Focus groups revealed to us that Millennial women select their underwear based on their mood of the day. So, to promote Hanes’ youthful line of colorful undies among this target, we launched “Undercover Color.” We dared Millennials to tweet their underwear color using the hashtag #UndercoverColor, and via an interactive color wheel on the campaign microsite, we revealed the aggregate mood of the nation in real time. Post-campaign results showed that Undercover Color helped change perception of Hanes as a brand that offers fresh, youthful products for young women.

Watch the case study video.

The Culture—

360i has a culture of curiosity that drives everything we do. Here’s a quick look at some of our “extracurricular activities” that we love the most:

o Partnership with the Harlem Children’s Zone. Since 2010, 360i has teamed up with the Harlem Children’s Zone to help break the cycle of generational poverty in Harlem. This year, 360i launched two emerging tech labs at the school and hosted workshops to educate students around technologies such as Makerbot, Google GLASS, Leap Motion and more. Watch our video to learn more.

o #FuelGood Project. To promote wellness and give back to the community, 360i launched the #FuelGood Project in Q1 2014. The concept is simple: free Nike FuelBands for anyone at the agency to use, with collective point totals turning into charitable donations from the agency at key milestones. Watch our video to learn more.

o Our agency blog, http://blog.360i.com, features regular articles and thought leadership from 60+ staff writers across the company. It’s a great opportunity for our team members to share their knowledge and expertise with the industry at-large.

o At #FikaFridays, 360i-ers participate in the Swedish tradition of fika, which is a short drink break during the middle of the day. The movement was started by a creative who wanted to bring the experience to the U.S. What started as a small gathering has grown to a massively popular event thanks to an internal word of mouth campaign.

The Accolades—

360i was recently named to Advertising Age’s A-List, a ranking of the top 10 agencies in all of Ad Land, for the second straight year. It was also named to Creativity’s Innovators of the Year list. In 2013, Adweek crowned 360i as its Digital Agency of the Year, OMMA/MediaPost named us Agency of the Year and Mashable heralded 360i “Best Digital Agency” at its inaugural Mashies Awards.

Over the past year, the agency’s creative work has garnered 6 Cannes Lions, 5 CLIO Awards, 2 Effie Awards and distinction at the New York Festival of Advertising Awards.

Additional Information

Website

Blog

Twitter

blog comments powered by Disqus