As well as reliably impressive TV spots, digital and production innovations for big clients like AT&T and FedEx propelled BBDO New York to the list of the year's most creative contenders. Whether for the Olympics or the Super Bowl, the agency currently has what it takes to serve up memorable fare for important occasions.
For AT&T during the Olympics, the agency used live footage from NBC's Olympics broadcast and edited it spots that aired in prime time the same day: in some cases, minutes later. Its production department had to shoot myriad time and score variations so it could be ready for any possibility. The spots show how the next generation of athletes is being inspired by U.S. victories.
It also took AT&T into branded content with Daybreak, an online story created in partnership with producer Tim Kring and his Fox TV show Touch. Both stories centered on a mysterious object called a dodecahedron and fans could uncover layers of the story via a microsite, Daybreak2012.com, 20 different linked websites, and a James Bond-style mobile app.
For headphone brand Denon, BBDO worked with Jam3 and used Kinect to create the Denon VisYOUalizer, an app that allows people to try on the product virtually, turning their faces into a dynamic, customized music visualizer.
Meanwhile FedEx helped out digitally desperate attendees at SXSW who were looking for somewhere to charge their phones and iPads. FedEx "Power Couriers" wore real-life FedEx uniforms modified to secretly hold power outlets and USB hubs.
TV work for the likes of FedEx, GE and FootLocker was consistently strong. One stunner for GE united favorite A.I.'s from pop culture, another for Foot Locker showed what NBA star Kyrie Irving does during his free time, and the agency kept us laughing with spots such as its M&Ms SuperBowl commercial, featuring "Mrs Brown", which became a YouTube hit.
New creative hires included Darren Moran from DraftFCB who joined as ECD, while the agency picked up awards including Gold in Branded Content at Cannes.
Check out the other 2012 Creativity A-List honorees here.