2010 Jay Chiat Awards Winners

View a Complete List of 2010 Winners

Brand Experience

		Gold Nail Communications Making Something of Nothing
		Silver Ogilvy & Mather, Brazil WHOPPER FACE
		Bronze JWT, New York GoodNites Bedtime Theater

Campaign for Existing Brand

		Gold Gotham, New York Helping America Break Its Google Habit
		Gold M&C Saatchi, London Dixons.co.uk: Our Strength Grows Out of Our Weaknesses
		Bronze JWT, Toronto Take a Benylin Day
		Bronze Ogilvy & Mather, New York Capri Sun: Respect the Pouch

Campaign for New Brand

		Silver JWT, New York U By Kotex
		Bronze JWT, New York Breaking the Google Habit: Time to Stop Searching and Start Deciding

Communications/Media Strategy

		Gold JWT, New York Microsoft's "Geek Network"
		Silver Ogilvy & Mather Advertising IBM: Let's Build a Smarter Planet

Creative Technology

		Gold Crispin Porter + Bogusky Twelpforce
		Bronze Butler Shine Stern and Partners, Sausalito, CA Carfun Footprint Calculator

For-Good Strategy

		Gold JWT, Toronto ParticipACTION
		Gold Y&R Advertising, New York LG Mobile: Before You Text, Give It a Ponder
		Silver Crispin Porter + Bogusky The Alliance for Climate Protection "Reality"

Idea for New Product or New Content

Bronze Crispin Porter + Bogusky, Boulder, CO Amex OPEN Forum

Innovative Design

		Silver R/GA, New York Barnes & Noble nook
		Bronze R/GA, New York Nokia viNe

Research Innovation

		Gold BrainJuicer Generating Insights Through Social Media Using Research Robots
		Silver VivaKi Pooling Talent and Resources to Make a Splash in Today's Media Marketplace
		Bronze the curious company, San Francisco MINI PowerGames
		Bronze R/GA NIKEiD iPhone App

Social Media Strategy

		Silver McKinney, Durham, NC Gnome on Chatroulette (Travelocity)
		Silver Saatchi & Saatchi, Los Angeles How Mom and Dad Got Their Swagger Back
		Bronze Team Detroit, Dearborn, MI Fiesta Movement

Grand Prix Winner

TBWA Chiat Day, Los Angeles—Gatorade: "Gatorade Replay: A Story of Second Chances"

All Winners

Brand Experience

Gold

• Nail Communications, Providence, RI—Rhode Island Community Food Bank: "Making Something of Nothing"
• TBWA Chiat Day, Los Angeles—Gatorade: "Gatorade Replay: A Story of Second Chances"

Silver

• Ogilvy & Mather Brazil—Burger King: "WHOPPER FACE"

Bronze

• JWT New York—GoodNites: "GoodNites Bedtime Theater"

Honorable Mention

• BBH, New York—AXE Rise: "Getting our Game on: Launching Axe Rise Morning Shower Gel"
• Leo Burnett Brasil—MorumbiShopping: "Recycled Fashion"
• Fischer Portugal—Sagres Beer: "Get on the Field"

Campaign for Existing Brand

Gold

• Gotham, New York—Yellowbook: "Helping America Break its Google Habit"
• M&C Saatchi, London—Dixons.co.uk: "Our Strength Grows Out of Our Weaknesses"
• TBWA\Chiat\Day LA—Pepsi: "Pepsi Refresh Project"

Silver

• Energy BBDO, Chicago—5 React Gum: "How Will You React?"

Bronze

• JWT, Toronto—Benylin: "Take a Benylin Day"
• Ogilvy & Mather, New York—Capri Sun: "Respect the Pouch"

Honorable Mention

• Droga5, New York—Puma: "The Puma Hardchorus: A Defining Moment in the Game of Love"
• JWT, New York—Pull Up Training Pants: "There's No Such Thing as a Perfect Poop: The Pull-Ups Potty Project"

Campaign for New Brand

Silver

• JWT New York—Kotex: "U By Kotex"

Bronze

• JWT New York—Bing: "Breaking the Google Habit: Time to Stop Searching and Start Deciding"

(No Gold or Honorable Mention was awarded in this category.)

Communications/Media Strategy

Gold

• JWT, New York—Microsoft: "Microsoft's Geek Network"

Silver

• Ogilvy & Mather Advertising, New York—IBM: "Let's Build a Smarter Planet"

Bronze

• JWT Brazil—Coca-Cola: "WAVIN' FLAG: The Coca-Cola Music That Became FIFA World Cup’s Theme Song"

Honorable Mention

• PHD, New York: HBO—"True Blood's Hacking Reality: What If They Really Did Walk Among Us?"

Creative Technology

Gold

• Crispin Porter + Bogusky, Boulder, CO—Best Buy: "The Twelpforce"

Silver

• TBWA\Chiat\Day, Los Angeles—The GRAMMYs: "We're All Fans' FanBuzz Visualizer"

Bronze

• Butler, Shine, Stern and Partners, Sausalito, CA—MINI: "Carfun Footprint Calculator"

Honorable Mention

• Zeus Jones, Minneapolis—Nordstrom Photobooth: "Developing Teen Customers"

For-Good Strategy

Gold

• JWT Toronto—ParticipACTION
• Young & Rubicam Advertising, New York—LG Mobile: "Before You Text, Give It a Ponder."

Silver

• Crispin Porter + Bogusky, Boulder, CO—The Alliance for Climate Protection: "Reality"

Honorable Mention

• Gotham New York—American Heart Association: "Inspiring Action to Save Lives"
• JWT, Mumbai—Balwadi Night School: "Help A Child From Street"
• Publicis New York—BoostUp.org: "The Graduation Problem (The Dropout Issue)"
• R/GA, New York—Ad Council: "That's Not Cool"

(No Bronze was awarded in this category.)

Idea for New Product or New Content

Gold

• TBWA\Chiat\Day, Los Angeles—Gatorade: "A Story of Second Chances"

Silver

• Zeus Jones, Minneapolis—General Mills' Tablespoon.com: "Tablespoon, the Missing Ingredient: You"

Bronze

• Crispin Porter + Bogusky, Boulder, CO—American Express Open: "American Express OPEN Forum: Unleashing the Power of Owners Helping Owners"

Honorable Mention

• Strawberry Frog, New York—Pampers: "HelloBaby"

Innovative Design

Silver

• R/GA, New York—Barnes & Noble: "nook: Designing an Open Mind"

Bronze

• R/GA, New York—Nokia: "Nokia viNe: The Design Is the Experience"

Honorable Mention

• LBi, New York—MoneyGram: "Digital design as a bridge, NOT a barrier"
• Olson, Minneapolis—Memorex: "Pain Inspired Design"

(No Gold was awarded in this category.)

Research Innovation

Gold

• BrainJuicer, New York—"Generating Insights Through Social Media Using Research Robots"

Silver

• VivaKi, Chicago—The Pool: "Pooling Talent & Resources to Make a Splash in Today's Media Marketplace"

Bronze

• The Curious Company, Los Altos Hills, CA—MINI: "MINI Power Games"
• R/GA, New York—Nike: "NIKEiD iPhone App"

Honorable Mention

• The Barbarian Group, New York—GE: "GE Adventure"
• DCS Porto Alegre, Brazil—"Life Tagging"

Social Media Strategy

Silver

• McKinney, Durham, NC—Travelocity: "Gnome on Chatroulette"
• Saatchi & Saatchi LA, Torrance, CA—Toyota Sienna: "How Mom & Dad Got Their Swagger Back"

Bronze

• Team Detroit, Dearborn, MI—Ford Fiesta: "Fiesta Movement"

Honorable Mention

• RPA, Santa Monica, CA—Honda: "Friending Honda"

(No Gold was awarded in this category.)