Today's the day: Creativity has been counting down 2012's best moves in brand creativity, and as we enter the New Year, we present our favorite ideas of the year.
At No. 1 in both the television and print categories is one of this year's most innovative advertisers: Nike . The brand, who was also on AdAge's Marketer A-List, stole the show at the Olympics with two clever moves that cemented its dominance in the sports category.
"Find Your Greatness," the brand's television campaign, focused on athletic greatness beyond London. And the one spot in the campaign that continues to resonate with us months after the Games is "Jogger," Wieden & Kennedy Portland's inspiring film via Lance Acord that featured a lone boy runner on a country road.
And taking the crown in the print category is Nike 's Volt -- the vivid neon-green-meets-highlighter-yellow color that featured on hundreds of athletes' shoes during the Olympic Games.
Despite not being a sponsor, Nike managed to catch the eye of anybody who watched the games with that striking splash of color -- creating a Team Nike that captured the gold in Olympic marketing.
And at No. 1 in the integrated/interactive category is one of this year's edgiest and boldest brand moves: Red Bull Stratos, the energy drink's historic mission to send Austrian skydiver Felix Baumgartner up to the edge of space, then get him to freefall from 120,000 feet. It wasn't just a marketing coup for Red Bull, but a real scientific achievement that proved that when it comes to marketing, Red Bull has managed to even capture the final frontier.
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