Promo's PRO Award Finalists 2008

#22. Best Idea or Concept

Disney Dream Job
Agency: Disney Parks
Client: In-House
See Category #6

House of AXE
Agency: GMR Marketing
Client: Unilever AXE

In this promotion, the Axe brand truly lived up to the image its creators have long been plying. The core brand idea was that the Axe Vice line of body sprays, deodorants and shower gels turns “nice girls naughty.” The agency picked the perfect location to run an event, Sin City at the 2007 Vegoose Music and Arts Festival. On Halloween weekend, the 1,500-square-foot haunted “House of Axe” was supposed to scare girls into staying nice, but didn’t turn out that way. People entered in groups of six wearing 3D glasses to view, among other things, illustrations of nice versus naughty girls. And if that wasn’t enough to get someone needing a bit of deodorant, a walk through the Vice Lab had a male test subject being overtaken by naughty nurses who had been exposed to the seductive powers of Axe Vice. Outside the house, the Axe Naughty Shop offered Naughty goodies such as Axe-branded devil horns and tails, handcuffs, candy necklaces, lip tattoos and green M&M’s. “Naughty Axe Angles” roamed the grounds handing out devil horns and tails and posing for photos. Also on hand was Justin Kan, host of Justin.TV, who conducted live video feeds inside the House of Axe and around the festival, kept a daily blog of his Axe Vice experience, and sent 10 Twitter messages to his core network describing his experience. On-pack sweeps offered the ultimate Naughty VIP experience in Vegas during Vegoose weekend. About 1,900 people went through the house spending an average of 20 minutes.

The Meow Mix Acatemy
Agency: Grand Central Marketing, Inc.
Client: Del Monte Foods
See Category#2

GRAMMY Concert in the Sky Sweepstakes
Agency: The Recording Academy
Client: In-House
See Category #8

#23. Best Creative

United Suite Dreams
Agency: Arc Worldwide; BDM; Starcom
Client: United
See Category #17

Pedigree Dog Adoption
Agency: Catapult Action-Biased Marketing
Client: Pedigree Brand Food for Dogs
See Category #1

The Other Lunch Break
Agency: Momentum Worldwide, London
Client: MINI
See Category #1

7-Eleven/Simpsons Movie Kwik-E-Mart Experience
Agency: Freshworks
Client: 7-Eleven, Inc.
See Category #3