2011 4A's Jay Chiat Awards for Strategic Excellence
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2011 Jay Chiat Awards Winners

Click here to view winning studies for many of these great cases.

Grand Prix

  • Droga5—Puma: "For the Joy of Sport"
  • Lowe & Partners—Colombian Ministry of Defense Program of Humanitarian Attention to the Demobilised (PAHD): "FARC | Operation Christmas"

Brand Experience

Gold

  • CP+B and Digitas—American Express: "Small Business Saturday"
  • Goodby Silverstein and Partners—Adobe: "Museum of Digital Media"

Silver

  • Droga5—Microsoft Bing: "Decode Jay-Z with Bing"
  • MRM Worldwide—US Army: "At the Ready"

Bronze

  • JWT Melbourne—Melbourne Writers Festival: "Democratizing Literature"
  • The Martin Agency—Walmart: "The Smack Talk Launch of Call of Duty: Modern Warfare 2"
  • McKinney—Qwest: "Starting a Conversation Without Uttering a Word"

Honorable Mention

  • R/GA—Nike: "The Film Room"

Campaign for a New Brand

Gold

  • CP+B—Bolthouse Farms: "Baby Carrots | Eat 'Em Like Junk Food"
  • Fallon—The Cosmopolitan of Las Vegas: "Just the Right Amount of Wrong"

Silver

  • LBi—SeamlessWeb.com: "Hijacking an Icon of Food Delivery in New York City"

Bronze

  • Gotham—Chobani: "A Love Story about Yogurt"

Honorable Mention

  • Lowe Asia-Pacific—Nestlé Vietnam: "Cafe Viet | Are You Man Enough?"
  • McGarryBowen—Verizon Wireless: "Power Trumps Pretty"

Communications/Media Strategy

Gold

  • Droga5—Microsoft Bing: "Decode Jay-Z With Bing"
  • Goodby Silverstein and Partners—Adobe: "Adobe Creative Suite 5 Launch Campaign"

Silver

  • Y&R Brasil—Santa Casa Blood Center: "Upgrading an Ancient Model"

Bronze

  • VI Marketing and Branding—Oklahoma State Department of Health (OSDH) & Oklahoma Tobacco Settlement Endowment Trust (TSET): "5320"

Honorable Mention

  • BBDO India—P&G/Gillette Mach3: "W.A.L.S. | Women Against Lazy Stubble"
  • OMD—Pepsi: "The Pepsi Refresh Project"
  • Optimedia—Citi Bank: "Citi Project Talk"

Creative Technologies

Gold

  • Goodby, Silverstein and Partners—Dali Museum: "Helping People See the World Through the Eyes of Dali"
  • R/GA—Nike: "The Film Room"

Silver

  • R/GA—Nike: "BOOM"

Bronze

  • R/GA—Converse: "The Sampler" 

Honorable Mention

  • COLLINS—New York Public Library
  • JWT—Bloomberg: "The Art of Looking Sideways"
  • McKinney—Qwest: "Solving Problems by Creating Some"
  • Razorfish NY—Unilever: Lynx "Lynx Stream"

Campaign for Existing Brand

Gold

  • BBH—Unilever: "Axe | Clean Your Balls"
  • Droga5—Puma: "For the Joy of Sport"

Bronze

  • BBDO India—P&G/Gillette Mach3: "W.A.L.S. | Women Against Lazy Stubble"
  • Leo Burnett, USA—Sealy Posturepedic: "Supporting All the Living that Happens in Bed"
  • Publicis—Pepto-Bismol: "The Little Pink Bottle that Everybody Thought They Knew"

Honorable Mention

  • Droga5—Microsoft Bing: "Decode Jay-Z With Bing"
  • Leo Burnett, USA—Allstate: "Mayhem is Everywhere"
  • Grupo Gallegos—California Milk Processor Board: "Selling Health and Beauty by the Gallon"
  • Lowe Asia-Pacific—Unilever Vietnam: "Vim—Power of 1"
  • Venables Bell & Partners—Audi: "Shock the Sheep"

For Good Strategy

Gold

  • Lowe & Partners—Colombian Ministry of Defense Program of Humanitarian Attention to the Demobilised (PAHD): "FARC | Operation Christmas"

Silver

  • McKinney—Urban Ministries of Durham: "Spent"

Bronze

  • The Martin Agency—The American Cancer Society: "How Can an Aging Charity Compete With Sexy, Young Causes?"

Honorable Mention

  • Arnold Worldwide—American Legacy Foundation (Truth): "Do You Have What It Takes to be a Tobacco Exec?"
  • COLLINS—New York Public Library
  • Pyper Paul + Kenney—ASPCA: "Help Joey"

Idea for New Product/Content

Gold

  • Redscout—Gatorade: "G-Series Product Launch"

Silver

  • AgênciaClick Isobar—Fiat: "Fiat Mio"

Bronze

  • TwofifteenMcCann—Microsoft (Xbox): "Bright Falls: The Prequel to Alan Wake"

Honorable Mention

  • Gotham—Denny's: "A Whole New Way to Launch LTOs"
  • Lew'Lara\TBWA—IG: "#ihcomplicou"
  • R/GA—InnovativeThunder: "Pay With a Tweet"

Innovative Design

Gold

  • R/GA—Nike: "Nike+ GPS"

Silver

  • CP+B—Bolthouse Farms: "Baby Carrots | Eat 'Em Like Junk Food"

Research Innovation

Gold

  • BrainJuicer—"Let's Get Emotional About Advertising"
  • Starcom USA—"EQ"

Bronze

  • The Marketing Arm—"Fans, Brands, and Properties | Finding the Perfect Match"

Honorable Mention

  • co.r inovação—CO.R Youth Project: "The Follow the Rabbit Methodology"

Social Media Strategy

Gold

  • Starcom Sweden/Le Bureau—The National HIV Council: "F**K TREE" 

Silver

  • M&C Saatchi/Profero—Pizza Hut: "Feed a Friend: Leveraging the Natural Fit Between Loyalty and Social Media"

Bronze

  • CP+B—Kraft Mac & Cheese: "Tweet Your Love"
  • Lew'Lara\TBWA—IG: "#ihcomplicou"

Honorable Mention

  • Anomaly—Converse: "How Converse Became the Biggest Little Sneaker Brand on Facebook"
  • BBDO NY—M&M's Pretzel: "Power to the People"
  • The Brooklyn Brothers/Islenska—Promote Iceland: "Inspired by Iceland"
  • COLLINS—New York Public Library
  • Goodby Silverstein and Partners—Tostitos: "Reunite America"
  • Porter Novelli—HP ePrint Live: "Socializing Printing With the Digital Generation"
  • R/GA—InnovativeThunder: "Pay With a Tweet"