Creativity Innovators of the Year 2013: 360i

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Over 365 days, 360i turned what used to be a pure-play digital shop into a well-rounded creative force fine-tuned for the social age.

While other advertisers were busy teasing and pimping their Super Bowl spots, 360i helped Oreo rise above the fray in less than a blink, with perhaps the most talked about big game idea of the year, the "Blackout Tweet," a genius real-time marketing idea that was worthy enough to get mentioned in Twitter's own S-1 filing. Adam Kerj, chief creative officer, said "We love that this was the year that was filled with so many clients trusting us to put digital at the center of driving both online and offline actions."

While selling bacon isn't exactly a difficult thing considering today's gastronomic tastes, 360i managed to make the porky treat even more endearing with Oscar Mayer's "The Great American Bacon Barter," which followed one man's quest to get around the country simply by trading away his truck full of the meaty strips. It followed that stunt with "Original Collection," which reimagined porky goodness as the perfect gift for dads. The collection featured bacon, plus personalized gifts like money clips and cufflinks. Industry bacon sales, according to the agency, were down 8% -- but Oscar Mayer sales grew 3.3%.

360i even brought social buzz and coolness to 112-year-old underwear brand Hanes, with "Undercover Color." The effort nurtured a bit of social media oversharing by asking people what color underwear they were wearing. Those who responded were treatedto some cool product photography, along with a challenge to tweet about their choices.

HBO Invites Fans to Roast Joffrey
HBO Invites Fans to Roast Joffrey

In a twist that's almost genius in its simplicity, that data then let Hanes see what colors were most popular -- and then use that information to propel the brand's social media strategy.

It also proved that there are still fresh ideas that are out there. For HBO, it created what it billed as the first ever Internet "roast," aimed at the reviled King Joffrey from "Game of Thrones." It was a huge success, with responses coming from celebrities, influences and other brands.

2013 was also the year 360i dared to go beyond social, with the production of its first television campaign, for the New Orleans Tourism Corporation. The agency also went international, opening offices in Sao Paulo, Toronto and London.

360i also delivered IP projects worth noting, including one that tried to predict the science behind why things go viral. It also built a Klout-like platform to then use that information to help brands.

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