Agency A-List 2016

Creativity Innovators: Grey New York

Volvo Piggy Backs the Super Bowl, Fake 'Gun Store' Shocks Customers and More

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In late 2015, Grey New York said goodbye to its storied creative leader Tor Myhren, who will be stepping into a chief marketing post at Apple this year, but not before shining brightly, once again on the creative front.

The shop earned accolades this year for several campaigns that were about anything but traditional creative work. During the Super Bowl, it ran a Twitter contest for Volvo with a simple premise – every time an auto ad came on, viewers were to tweet the name of someone they knew who deserved a Volvo XC60. The brand managed to dominate social media conversations while piggy-backing off the Super Bowl ads of others – and the campaign picked up the Direct Grand Prix at Cannes as a result. The client attributed a 70% sales uplift in February to its effectiveness.

The agency used online media effectively again in a campaign for Gillette on Father's Day. It bought hundreds of the most common "How To" search terms across Google and YouTube related to questions any young man might ask his. Then, when guys searched for advice, the top result they would see was, "Today, Go Ask Your Dad." If they clicked on the paid ad link, they were led to a Gillette video that reinforced the message.

Other innovative campaigns included Grey's best work yet for the nonprofit States United to Prevent Gun Violence. In a daring stunt, it set up a "gun store" in Manhattan aimed at first-time weapon buyers. Those who came in were treated to the shocking history of the store's wares, including a gun that a two-year-old shot and killed his Mom with at a Walmart.

During the Super Bowl, it ran a chilling spot highlighting domestic violence funded by the NFL for charitable organization No More. The film saw a woman calling 911 but ordering a pizza, keeping her voice calm as she puts in the request for half pepperoni half mushroom. Gradually viewers see a room in a state of disarray and realize what is going on. The ad was based on a real phone call by a woman experiencing domestic violence.

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