Simpsons Takeover of 7-Eleven Wins Top Pro Award

The results are in! Agency Freshworks won the Best Overall Pro Award for its campaign, “Simpsons Movie Kwik-E-Mart Experience,” for its client 7-Eleven.

The campaign captured the top spot in five categories, the most ever won by a single campaign in recent memory.

The work promoted the Twentieth Century Fox Film Corp. film, “The Simpson’s Movie” by transforming a dozen stores in North America into Kwik-E-Marts, the fictional convenience store made famous in movie.

Another campaign, The Meow Mix Acatemy, by Grand Central Marketing, won the top award in three categories.

The awards across 23 categories were handed out last night during a gala event held at the Museum of Science and Industry in Chicago.

The complete list of winner follows: (full details will be reported in the November issue of Promo and online.)

#1 Best Multidiscipline Campaign

MINI—The Other Lunch Break
Agency—Momentum Worldwide, London
Client—MINI

#2 Best Use of Event Marketing (Five or Less Venues)

The Meow Mix Acatemy
Agency—Grand Central Marketing, Inc.
Client—Del Monte Foods

#3 Best Use of Event Marketing (More Than Five Venues)

7-Eleven/Simpsons Movie Kwik-E-Mart Experience
Agency—Freshworks
Client—7-Eleven, Inc

#4 Best Vehicle-Based Experiential Campaign

Gore-Tex and Windstopper Know What's Inside Tour
Agency—Marketing Werks
Client—W.L. Gore and Associates

#5. Best Sampling Program – New Category

Smithwick's Ambassadors
Agency—Colangelo
Client—Diageo

#6. Best Use of Consumer-Generated Content

Disney Dream Job
Agency—Disney Parks, CareerBuilder.com
Client—In-House

#7. Best Cause-Based Promotion

American Express Members Project
Agency—Digitas
Client—American Express

#8. Best Sponsorship or Tie-In Campaign

7-Eleven/Simpsons Movie Kwik-E-Mart Experience
Agency—Freshworks
Client—7-Eleven, Inc

#9. Best Use of Games, Contests, and Sweepstakes

MSN / Biggest Loser "Million Pound Match-Up"
Agency—Mr. Youth
Client—MSN / Microsoft Corp.

#10. Most Innovative Communication Strategy

Pos or Not
Agency—mtvU
Client—mtvU

#11. Best Interactive Promotion

Take Off & Tune In
Agency—Civic Entertainment Group, area/code
Client—A&E Television, Southwest Airlines

#12. Best Multicultural/Ethnic Campaign

Scott "Comparte tu Dicho" Dichonario
Agency—MASS Hispanic Marketing
Client—Kimberly-Clark, Scott Brand

#13. Best Campaign Targeting a Micro Audience

The Meow Mix Acatemy
Agency—Grand Central Marketing, Inc.
Client—Del Monte Foods

#14. Best Campaign Generating Brand Awareness and Trial Recruitment

7-Eleven/Simpsons Movie Kwik-E-Mart Experience
Agency—Freshworks
Client—7-Eleven, Inc

#15. Best Campaign Generating Brand Volume

2007 Monopoly at McDonald's
Agency—The Marketing Store
Client—McDonald's

#16. Best Loyalty Program

Detox Seattle
Agency—A Squared Group
Client—method