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.
Award: Yellow Pencil / Integrated & Earned Media / Integrated / 2014
Agency: Forsman & Bodenfors
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.
Award: In Book / Integrated & Earned Media / Integrated / 2013
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.
Award: Yellow Pencil / Integrated & Earned Media / Integrated / 2012
Agency: McCann Erickson Bucharest
A campaign stretching from Point of Sale to Outdoor to Web, that ended in a spontaneous flashmob? Now that's integrated communication.
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
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.