Five Years of Ambitious Integrated Campaigns

Integrated campaigns 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 Awards we've seen increasingly elaborate and ambitious campaigns winning in the integrated category. Here's a selection of the most smile-raising, budget-stretching, media-earning campaigns from the past 5 years.

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.

Susan Glenn

Award: In Book / Integrated & Earned Media / Integrated / 2013
Agency: BBH New York
Client: Unilever

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.

American Rom

Award: Yellow Pencil / Integrated & Earned Media / Integrated / 2012
Agency: McCann Erickson Bucharest
Client: Kandia Dulce

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

Award: In Book / Integrated & Earned Media / Integrated / 2011
Agency: Wieden+Kennedy Portland
Client: Levi Strauss & Co.

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

Award: Black Pencil / Integrated / Integrated / 2010
Agency: SapientNitro
Client: Tourism Queensland

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.

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