The lucky winner: Neil Powell's new shop, We Are Gigantic, another MDC Partners-backed shop born of the remainders of now-defunct Margeotes Fertitta Powell.
"Sundance and its mission of supporting independent artists and their vision has worked well," said Josh Rogers, partner-concept director, We Are Gigantic. "Consequently, independent artists are becoming commercially successful. This has attracted Hollywood, which means studios but also Paris Hilton and the paparazzi. ... Sundance hasn't ever really focused communications on who they are. They need to tell their story, to get out the strong truth about what Sundance is and what it has always been about."
Usual spending less than $1 million
Traditionally, the institute has spent less than $1 million on media, the majority of which was spent during the course of the film festival in February. We Are Gigantic is charged with creating a more year-round approach to remind consumers and film-industry people alike what Sundance stands for.
"We want to win awards for our effectiveness and help our clients achieve our goals," Mr. Rogers said. "Our creative solutions and the way we accomplish that will be different every single time. But every time, it will be holistic campaigns that will allow for nontraditional media and also for inventing new media."