The One Show
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Category
Innovation in Cross-Platform / Integrated Branding
Annual ID
OS_CP18065M
About the Work
MailChimp said “hi” to the world in a way that felt right to them: by having fun with their name. We created a massive integrated search campaign featuring nine stand-alone pieces that all kind of sound like “MailChimp.” Using mispronunciation as our creative device, we made cultural activations for almost every type of media you can imagine—snack-food brands, musical groups, hairstyles, instruments, nail art, beauty trends, cinematic short films, OOH, influencers, editorials, digital and social media. These seemingly disparate executions were all part of a highly orchestrated web of digital and physical content connected by mispronunciation and design. We knew that if we made something intriguing enough, people would search for it. And when they did, we’d be there waiting for them. Then we’d tell them a little story about a company that believes doing things your way isn’t just more fun—it’s good business.
2018 Awards
Total Points: 2
Merit
Credits
Agency
Droga5 / New York
Design Firm
Brosmind / Barcelona
Production Company
Riff Raff Films / London
Resn / Wellington
Juco / Los Angeles
Strangelove / Los Angeles
Media Company
PHD / New York
Chief Creative Officer
David Droga
Ted Royer
Creative Director
Don Shelford
Designer
Devin Croda
Nate Moore
Executive Creative Director
Neil Heymann
Producer
Sally-Ann Dale
Niklas Lindstrom
Justin Durazzo
Bo Djogo
Leo Seeley
Grace Wang
Morgan Mendel
Riely Clough
Cliff Lewis
Julia Menassa
Nichole Katsikas
Frannie Schultz
Jesse Brihn
Bryan Litman
Anderse Hedberg
Isabella Lebovitz
Ryan Barkan
Mike Ladman
Matt Badger
Jesse Peterson
Denise Klapp
Tom Vendittelli
Rob Lugo
Alyssa Dolman
Michelle Leedy
Virginia Vargas
Lisa Bishai
Susanne Johansson
Michael Mockler
Pete Gibson
John Ciambriello
Mike Vorassi
Shari Alexander
Natasha Kaser
John Clendenen
User Experience Designer
Daniel Perlin
James Garvey
Creative Team
Julie Matheny
Matt Rogers
Ryan Snyder
Katie Willis
Jonny Bauer
Colm Murphy
Katie Coane
Justin Pak
Midori McSwain
Elsa Stahura
Taylor Hines
Lily Ng
Bethany Bengtson
Kaveri Gautam
Susie Nam
Julian Cheevers
Matt Ahumada
Pat Rowley
Josh Freeland
Camille Cheeks-Lomax
Marianne Stefanowicz
Danny Hernandez
Ahrim Nam
Katia Billings
Leslie Alexander
Sarah Fox
Zach Werner
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