book.

Why:
Create a bridge between multicultural audiences and the Mercedes-Benz luxury brand—inviting them into our world of technology, innovation, and desire while celebrating their creative accomplishments and invaluable contributions to the world around them.

What:
Take your seat at The Table—a brand-led culinary event series that provides a stage for multicultural culinary and creative leaders, aligning with Mercedes-Benz’s legacy of innovation and inclusivity. A curated lineup of established and emerging creators across music, art, film, fashion, and technology co-hosts and performs at The Table, fostering dialogue and discussion around an immersive surface. These conversations inspire the next generation of creators, who are further empowered through Mercedes-Benz CSR givebacks.

Why:
Showcase the exclusive benefits of being a Capital One cardholder at the most coveted event of the year—Taylor Swift’s Eras Tour.

What:
We celebrated Capital One’s partnership with Taylor Swift and the sold-out Eras Tour through a gamified, IYKYK-style experience across stadium concourses nationwide, leading up to showtime. Through Capital One’s social channels, fans were encouraged to explore the concourse to discover Easter egg-style photo moments and were invited to star alongside Taylor Swift in the iconic Capital One Eras Elevator commercial at our Eras Elevator Activation—all for a chance to win seat upgrades for that night’s show.

Why:
As the proud naming partner of the Atlanta Hawks’ and Atlanta FC’s home stadium, Mercedes-Benz aimed to generate new fans for its lineup of electric vehicles.

What:
The Mercedes-Benz EQ Fan House is a stadium concourse experience that harnessed fan energy to showcase the power, technology, and innovation behind the Mercedes-Benz EQ sub-brand:

Mercedes-Benz Fan Energy: Step into our sound booth and give us your loudest cheer, or strike our robotic arm with an enthusiastic high-five. Watch as your energy is translated, in real-time infographics, to charge a Mercedes-Benz EQ.

Fan Range Finder: Follow your team anywhere with the Mercedes-Benz EQ. Our interactive range finder map plots all away games, and with the selection of a game or location, we combat range anxiety by showcasing the fastest route, nearby charging stations, and players’ favorite hotspots along the way.

Fan Flare: In the loft of our EQ Fan House, fans face off in a 1v1 interactive game to prove their love for Atlanta’s teams and the Mercedes-Benz EQ. Competing in our touch-screen challenge, winners unlock fan flare to wear in support of their favorite teams.

Wins:
+46% Year-over-year increase in consumer engagement
+43% Year-over-year increase in consumer registration
+37.5% Year-over-year increase in lead generation

Why:

Forty years ago, three Delta employees rallied their colleagues to buy their struggling company a plane—fondly named The Spirit of Delta. This unprecedented employee-led act of altruism inspired Delta executives to create the Delta Care Fund, an ongoing initiative to support employees in need. To celebrate the 40th anniversary of The Spirit of Delta, a new campaign took flight: The Spirit of Giving.

What:

The Spirit of Delta, The Spirit of Giving is an employee engagement campaign designed to celebrate and re-educate the Delta workforce on the profound impact they have on the business and each other—the Delta Family.

Docu-Style Content Series: We shared the powerful stories of Delta employees who benefited from the Care Fund, highlighting their gratitude and the life-changing impact this initiative continues to have.

Always-On Web Presence: A dedicated online hub provided employees with a central destination for campaign content, event updates, donation progress, programming, and more.

Launch Event – Carry On the Care: This kickoff event introduced The Spirit of Delta, The Spirit of Giving campaign to both new and longtime Delta employees—using suitcases as a storytelling device at every touchpoint.

4-Episode Spirit of Giving Telethon: Broadcast across Delta’s channels, this special event featured celebrity guests Ludacris, Patrick Cantlay, Pinky Cole, and DeMario Pressley, driving additional engagement and donations.

Watch the campaign content here: The Spirit of Delta

Wins:

$9 million raised for The Care Fund—and counting
25K employees engaged with the campaign site
1,200 event attendees
150 employee testimonials shared
75K views across 8 content pieces

Why:

Reward Hilton Honors members with a VIP experience that demonstrates gratitude for their loyalty, while positioning the Hilton brand as one that celebrates the cities in which it operates and the vibrant cultures they create.

What:

Inspired by Questlove's award-winning book Mixtape Potluck, we put a picnic spin on the concept to host Hilton Honors members and select VIPs at the official kick-off event at Hilton’s Logan Hotel in Philadelphia.

The event featured meet-and-greets and an exclusive performance by Questlove, alongside key elements such as:

The Merch Buffet: A space where guests could pick and personalize picnic-themed merchandise, including custom patches and heat-pressed badges.

Root’s Picnic Artist Menus & Libations: Unique offerings like BBQ from the Grilling Me Softly station and Doo-Wop ice pops inspired by Lauryn Hill, as well as Coco Jones’ "Crazy for Keylime Pie."

Why:

As the highly anticipated sequel to James Cameron’s Avatar prepares for release, Mercedes-Benz partnered with Disney and 20th Century Studios to tell a larger story—one of innovation, sustainability, and preservation.

What:

The Mercedes-Benz EQ sub-brand paid tribute to our Pandora—Earth. Through a multi-channel campaign culminating at the film’s global premiere on December 12th in Los Angeles, Mercedes-Benz guided consumers to appreciate our planet and make choices—like driving electric—to help preserve it.

Earth is Our Pandora TVC: We draw a comparison between the magical world of Pandora and the beauty of Earth, illustrating how every action counts and a fully electric future is a journey we must all take together.

Earth is Our Pandora Theatre: Turning picturesque locations—Dana Point, CA, and the Georgia Aquarium, GA—into movie-theater-like experiences, we invited passersby to enjoy Earth as our Pandora. Interactive elements, unlocked via QR codes, allowed guests to explore the world of Mercedes-Benz EQ and enter to win Fandango tickets to the film.

Earth is Our Pandora EQuarium: The Mercedes-Benz EQ SUV was transformed into an aquarium, featuring live streams of underwater worlds from across the globe. Through this dynamic display, we spotlighted the magic of Earth’s underwater realms and inspired premiere-goers to join our journey toward a fully electric future.

Vision AVTR: A vehicle inspired by the film, featuring technology, innovation, and engineering that profiles the interaction of human, machine, and nature—echoing the core themes of the film.

Wins:

486.7K+ Total Impressions (as of 10/14/22)

29.6K+ Total Engagements (as of 10/14/22)

Over 15 million initial media impressions from top-tier U.S. outlets (as of 10/15/22)

Autoevolution

The Verge

BizBash & BizBash

Why:

During the holiday season, UK residents are seasoned travelers. However, the biggest challenge to booking a family hotel stay is the fear of missing out on the rituals and comforts that kids expect from the holidays at home.

What:

Hilton, Ho Ho Home for the Holidays is an immersive, omni-channel campaign that brings the cherished rituals of home to the comforts of Hilton Hotels. After all, when you don’t want to miss out on the magic of the holidays, it matters where you stay.

Gather Around the Fireplace: Five Hilton properties were surprised with elegant fireplace installations where families could gather and participate in their at-home rituals, such as caroling with local acts and UK talent Stormzy, story time with renowned readers, and cozy complimentary food and beverage offerings from Santa’s Head Elf, Buddy. Participants shared photos and 'Elfies' for a chance to win 1 million Hilton Honors points before exploring Santa’s Hilton Hotel Room.

Santa’s Ho Ho Home for the Holidays: A sanctuary for Santa, this immersive room invited influencers, hotel guests, and families traveling for the holidays to help Santa pack for his Christmas Eve journey. A treasure-hunt-inspired coloring book guided the experience, with Buddy, Santa’s Head Elf, assisting those who needed a little extra help. Hilton Ho Ho Home for the Holidays crackers were gifted to all participants.

Why:

Grail, the innovative company behind the Galleri Multi-Cancer Early Detection Test and the title sponsor of the Galleri Classic PGA Tour Champions Golf Tournament in Rancho Mirage, California, needed help transforming a transactional sponsorship into a transformational experience that demystifies preventative cancer care.

What:

A 360° campaign profiled and celebrated Game Changers across various passion points, reinforcing the game-changing technology behind the Galleri test.

Tournament Activations included:

A mobile Galleri testing pod

VIP hospitality

Integrated branding

A participatory engagement: Galleri on the Green—a 6-hole mini-putt course in the shape of the Galleri logo. Each hole educated participants on the innovation, process, and benefits of multi-cancer early detection.

The Galleri Golf House served as a hub for brand ambassadors and VIP guests, featuring game-changer-themed programming. Highlights included:

A 3D-projected dining experience with Chef Richard Blaise

An exclusive performance by music game-changer Reggie Watts Guests were fully immersed in the ethos of the Galleri brand.

Social Content featuring David Duval, PGA Champion, shared his and his wife’s experience with cancer and their decision to take the Galleri test. The content used playful golf parallels to educate and inspire others to follow suit.

Wins:

63M+ impressions and 2,400 mentions of tournament-related online conversations

9.2M+ impressions and 9,600 clicks on Grail-owned web and social content

Why:

Generate fandom for the Mercedes-Benz EQ Brand by connecting with fans through the team and players they’re most passionate about: The Golden State Warriors.

What:

To support Mercedes-Benz Ambassador Klay Thompson and activate home games where the Dubs fight for the win, Mercedes-Benz EQ SUV launched a program celebrating both the Champions of the Game and the Road.

There are no "jump balls" when Warriors fans face off at the Chase Center EQS SUV Experience. Fans get into the mindset by viewing hard facts about gameplay on the hardwood alongside electrified stats about the Mercedes-Benz EQS SUV. Once prepared, they step onto the court to play 1v1 trivia for the chance to unlock signed Klay Thompson memorabilia.

Win or lose, participants receive a custom message from Klay himself and are encouraged to come back and play again—or defend their MVP title.

Why:

To launch Hilton Hotels’ new brand platform, Here for the Stay, we invited AMEA General Managers into our immersive ‘escape room,’ where they worked together to unlock a ‘Better Stay.’

What:

In this escape room experience, guests were ‘unwelcomed’ into a dingy competitor’s hotel room and tasked with solving clues that highlighted Hilton Hotels’ key benefits: guaranteed adjoining rooms, complimentary breakfast, pet-friendly accommodations, no hidden fees, and more.

With the help of three actors, a 7-digit number unlocked the wonderful world of Hilton, where premium hospitality, unique immersive ad displays, and photo vignettes brought Hilton’s benefits and the Here for the Stay campaign to life.

Wins:

The concept was so effective that it will be packaged for the America’s region GMs conference.

A mobile version is now in development for future consumer-facing activations.

Why:

To kick off the inaugural Miami F1 Grand Prix, Mercedes-Benz and will.i.am knew that a kickback with industry leaders would start the weekend off in style.

What:

The official launch of the Will.I.AMG flip car, created in partnership with West Coast Customs, was the highlight of the night. However, it was the presence of Lewis Hamilton, DJ Khaled, Ludacris, and Jamie Foxx that helped draw crowds and drive awareness and funds for two important foundations: Mission44 and i.am.angel.

Wins:

1.5 billion media impressions

3.8 million social media impressions

225,000 social media engagements

Road and Track: Link
HypeBeast: Link

Why:

Hilton Hotels has a unique perspective on how to reward its Honors Members. Gone are the days when ‘free Wi-Fi’ and ‘room upgrades’ were the only benefits of loyalty.

What:

Hilton Honors members cashed in their points for an epic Miami Grand Prix F1 experience. Hilton x McLaren Presents: Inside Drive to Survive was a one-night, exclusive event where guests unlocked a behind-the-scenes look at the Netflix hit Drive to Survive, before dancing the night away to a performance by Paris Hilton herself.

Wins:

Ocean Drive: Link

Page Six: Link

New York Post: Link

Serena Williams: Link

Why:

Give the University of Texas and Ohio State student bodies a reason to reconnect after a year when online-only classes created inertia, isolation, and separation.

What:

The Nike U Move campaign gamified campus life, giving all students an opportunity to feel like student-athletes. Five student organizations per campus championed the campaign, inviting the student body to move by hosting movement sessions, participating in Rec Sports leagues, and more.

Movement equated to points that were allocated to student organizations aligned with Nike’s value-based pillars: Wellness, Activism, Sustainability, and Community. Each organization was tasked with earning 200,000 movement points to receive a $10,000 bursary from Nike to improve their organization.

Wins:

162 student organization auditions

Over 1.2M movement points collected

All clubs achieved their goals, resulting in $50,000 in funding courtesy of Nike

Campaign Launch (UT): Link
Campaign Hub: Link
The Daily Texan: Link

Why:

Celebrate the spirit of Miami through its authentic art scene and infamous hospitality communities.

What:

Diageo’s Miami Spirit was a year-long tribute to the essence of Miami. Mixologists curated exceptional cocktails using Diageo spirits (Ketel One Botanicals, Don Julio Blanco, Johnnie Walker), while hand-selected local artists drew inspiration from each cocktail to create immersive installations. The community came together for a series of events and experiences that reignited the passionate spirit of Miami.

In partnership with Showfields, ‘The Most Interesting Store in the World,’ Diageo supported Miami’s cocktail culture and artistic communities, providing a gathering place for patrons to reconnect and toast to their Magic City.

See all content capture here (in partnership with Gusundheit): Link

Wins:

Adventura: Link

Why:

Transform holiday shopping from a chore or checklist into an immersive, educational experience.

What:

Johnnie Walker partnered with ShowFields, ‘The Most Interesting Store in the World,’ to immerse shoppers in their colorful and flavorful world.

In the gold area: An immersive bar teaches the qualities of Black, Gold, Red, and Blue Label.

In the red area: An advent-calendar-inspired discovery wall transports shoppers to the places where our liquid can be enjoyed.

In the blue area: Point of sale and complimentary bottle engraving cater to your holiday shopping needs.

Why:

Show that sometimes a smartphone just won’t do.

What:

As part of the national campaign Co-Create with Canon, we unveiled Canon Studios at CES 2020 — a destination where photographers could get hands-on with our latest tech.

Engagements focused on low light, high speed, macro photography, and professional portraits, attracting 7,000+ attendees eager to co-create with us.

Wins:

Biggest Booth Award, C|NET

Most Fabulous, Gizmodo

Why:

Give fans a chance to get in the game by connecting with Olympians and experiencing Toyota’s new auto-tech.

What:

Test Your Drive (pun intended) is an interactive campaign that uses Olympic and Paralympic-themed challenges to educate participants about Toyota’s premium features.

Our Cycling and Paracycling Challenge demonstrates the engineering behind the Toyota Hybrid Highlander.

The Speed Skating Challenge highlights the Toyota Camry’s Hybrid Drive-Train Technology.

The Hurdles Challenge showcases the Toyota RAV4 XSE’s shock absorption and spring for outstanding handling.

All challenges led to one destination: Toyota’s Final Lap, a gamified test drive in a RAV4, where the pedals, steering wheel, and gear shift all powered the test drive through Olympic-inspired terrain.

Why:

Befriend the community before we move in and invite Renaissance guests to ‘Discover This Way’.

What:

In celebration of our newest location in Harlem, we created a decentralized festival of culture: five local partners, five unique venues, and five exclusive experiences, all linked by painted footprints that guided our guests.

As the official activation for the annual Renaissance Hotel Global Day of Discovery, we walked the walk as the one brand that truly helps you live like a local.

Why:

Celebrate the biggest shopping day of the year and all that Amazon Prime unboxes for its members.

What:

In the second installment of Unboxing Prime Day, we didn’t just deliver Amazon Prime benefits to our fans—we created our fantastical world, Boxtropolis, for our friends to explore.

Featured benefits—Amazon Prime Music and Amazon Twitch Prime—gave members unprecedented access to artists, athletes, and legends, Apex Legends to be exact, all while immersing them among the characters that live the Prime Life every day.

Wins:

200 Million+ Live Streams

Female Fatale Lineup: Taylor Swift, Dua Lipa, SZA, Becky G

Why:

Make Amazon’s Prime Day about more than just deals.

What:

Amazon’s Unboxing Prime Day—a global, members-only event series where Amazon Prime benefits (Music, TV, Twitch, Wardrobe, etc.) were unboxed in larger-than-life events.

NYC: Amazon Music brings the hottest "Summer Jams" playlist to life with a live concert featuring performances by singer-songwriters Julia Michaels and Alessia Cara, American country-pop singer Kelsea Ballerini, and a headlining performance from pop superstar Ariana Grande, who is gearing up to drop her new album Sweetener in August.

LA: Twitch Prime teams up with PUBG and deadmau5 for a special Unboxing Prime Day event that will reveal exclusive PUBG content for Twitch Prime members and feature a PUBG Squad Showdown with popular streamers Dr DisRespect and Anne Munition, along with celebrities battling alongside them.

Milan: Enjoy highlights of the very best of Prime in Milan, featuring special performances by Achille Lauro and DrefGold. The fun continues with an Italian cooking demonstration by La Cucina Italia, a Twitch Prime Challenge with FIFA star Daniele Paolucci, and a stand-up comedy show with Boiler (Basso, Cinelli e Paniate) and Alessandro Betti.

Tokyo: Watch as children and families enjoy an exclusive opportunity to meet and dance with Shimajiro, the star mascot of Prime Video exclusive Let's Play with Shimajiro.

Wins:

1.1 million live streamers

$4.19 billion in sales

+74% sales lift from 2017

Refinery29: Link

Amazon, By the Numbers: Link

USA Today: Link

Why:

Liberate music lovers and inspire them to #DoWhatMovesYou.

What:

Bacardi Sound of Rum – a music platform that brings the sound of the Latin Caribbean islands to life, touring it across music moments and festivals all summer long:

Launched: Summer Solstice in Chicago with Sound of Rum Sessions and Major Lazer.

Activated: Major music festivals with a Sound of Rum stage and Bacardi Bay.

Wins:

Billboard: Link

Respect: Link

Why:

Become the exclusive spirit of Halloween with the iconic cocktail, The Zombie.

What:

Inspired by the Zombie cocktail (which includes both Black and Superior Bacardi), we created a "choose your own adventure" experience where guests could explore their celestial (light) or sinister (dark) side.

With a Bacardi Zombie in hand, guests journeyed through a series of immersive moments, living installations, and personal style transformations before the collision of both light and dark sides culminated in a Sound of Rum celebration—Ciara's inaugural performance of her latest singles, Dose and Level Up.

Wins:

Bossip

Knockturnal

Medium

Why:

Become the official beer of weekend getaways with friends.

What:

Bud Light Getaway – a single-day festival for friends, featuring something for everyone.

Line-Up: DJ Natty Heavy, Harry Hudson, Lil Jon, Dashboard Confessional, and Sam Hunt.
Explore: General Store, Stitch Shop, Day Fresh Brewery, The Grove (featuring Bud Light Lime and Bud Light Orange), Food Trucks, and the Bud Light Dive Bar.

Wins:

The agency’s first-ever full festival production sold out within 3 days of ticket release. It was recognized as the most premium event experience ever hosted by the brand, elevating its perception with its ever-demanding consumer.

Billboard: Link & Link

Charleston Scene: Link

Charleston Grit: Link

BizBash: Link

Why:

Bud Light's Dive Bar Tour gained so much positive momentum that it needed its own home – a dive bar.

What:

With a focus on cold beer and live music, our textured dive bar was inspired by authentic locations such as Chicago's Rainbo Room and Phillis', as well as NYC's Malino's and Johnny's. The destination will tour major music festivals and brand-owned events (including the upcoming Bud Light Getaway), giving fans an authentic dive experience.

Wins:

Launched at SXSW 2018: Link

Touring the 2019 Season

Respect: Link

BizBash: Link

Why:

Simplify our brand story in a complex category.

What:

The Tasting Room: an experiential tour designed to parallel the wine-tasting experience. It helps tell our origin story (grapes harvested by a co-op of farmers who own vineyards) and our quality story (vegan, all-natural, non-GMO, with no added sugars or preservatives).

Wins:

Named one of Google's Most Promising Emerging Brands, 2017.

Gold Winner, 2018 EX Awards: Link

Silver Winner, 2019 Pro Awards: Link

Event Marketer: Link

Why:

Create deeper meaning behind Coca-Cola's sponsorship of the ESSENCE MUSIC FESTIVAL.

What:

Transformed the Share a Coke and a Song campaign into a 3-day block party, where each lyric inspired unique programming across key passion points: music, fashion, arts, lifestyle, and more.

Wins:

Best Multicultural / Lifestyle / Age-Targeted Campaign

Why:

Increase sales of vitaminwater among a group of influential millennials: the creative class.

What:

A retail-first campaign that supported creators with codes under caps (which equated to $$$). Vitaminwater turned creators' entrepreneurial success stories into motivation for other hustlers across five key millennial categories: fashion, film, art, music, and technology.

Each creator rallied consumers to earn $50,000 worth of funding to build, launch, or scale their creative projects.

Wins:

The most successful cross-functional campaign in years, vitaminwater experienced both sales and brand affinity lifts for the first time since 2008.

Why:

When functional attributes are not enough to gain brand appraisal, we need to find a new way to connect with Millennials.

What:

Fall fashion collections curated by luxury online retailer GILT, inspired by the attributes of Diet Coke, came to life at the Style Bar.

Millennials sipped, shopped, and socialized during Toronto's Fashion Week & Nuit Blanche, embracing a refreshed love for our brand.

Wins:

Category Winner of Best Experiential Activation at the PROMO AWARDS, 2015
Link

Category Winner, Best Pop-Up Store & Experience Design by Event Marketer
Link

Why:

Re-establish JORDAN as a performance basketball brand at a time when it's dominating the lifestyle category.

What:

To celebrate the launch of the Jordan XX9s, ballplayers entered 'The Nest' and took to the court to compete in a 29-second challenge against the JORDAN athletes they look up to: Blake Griffin, Chris Paul, Carmelo Anthony, and Russell Westbrook.

Wins:

The most successful trial campaign in brand history, also winning an EVENT TECHNOLOGY award for best use of new/emerging technology.