Creativity Innovators: CP&B

Although CP&B has gone through leadership upheaval in recent years, the creative was top-notch in 2015. Most notably, the shop made the most of the year's pop and tech culture trend, emoji, by turning them into a truly useful platform through which Domino's pizza could be ordered, in a Cannes Lions Titanium Grand Prix-winning idea. For Domino's the agency also created an online "pizza school" that offered classes in pizza-making at a virtual "campus" created from real Domino's pizza boxes and ingredients. Accompanying the site, Domino's also dispatched a roving pizza school that parked outside its competitors' restaurants. As a whole, the campaign was meant to illustrate the idea that for the brand, pizza-making is serious -- not gimmicky -- business. The agency proved just as inventive for Hotels.com and found an ingenious way around Facebook's silent autoplay ads by creating intentionally no-sound subtitled spots that were so ridiculous viewers had to click on them. The shop conceived more laughs for Fruit of the Loom with the help of some plastic underwear, see-through couture as well as an absurd "Professionals Collection" of sweats designed to take you from your couch to a black tie dinner. And while the shop's forte may be in making us smile or laugh, it proved powerful on the more serious front with its haunting campaign for veterans organization Mission 22, for which it tapped war photographer David Guttenfelder to capture somber images of the homes of soldiers who took their own lives after returning from their tours of duty.

Creativity Innovators: CP&B

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