PRO Awards Finalists Announced, Gala Set For June 19th In New York City

The editors of Chief Marketer have announced this year’s PRO Awards finalists, the best brand activation and promotion marketing campaigns in the world. For 28 years the PRO Awards has been the world’s leading recognition program for excellence in promotion marketing. From buzz campaigns and content marketing, to influencer programs and experiential activations, and beyond… this year’s finalists represent the best and brightest ideas, executions and results-driven campaigns of the year.

Judged entirely by a panel of brand-side marketers, this year’s PRO Awards will honor winners across 32 categories at the 2018 PRO Awards gala on June 19th at espace in New York City. Come join hundreds of the world’s leading marketers at the industry’s most commemorative affair. Congratulations to all of this year’s finalists.

The PRO Awards winners across 22 categories will be named live at the 2018 PRO Awards gala at espace in New York City. A sell-out is guaranteed and tickets are already almost sold out. Secure your tickets by clicking here.

Finalists are listed in alphabetical order by brand.

Best Multidiscipline Campaign

Brand: National Geographic Channels
Campaign: Genius
Agency: In-house

Brand: Nintendo
Campaign: Kid’s Choice Awards and Nintendo Switch
Agency: Nickelodeon

Brand: Pepsico/Mountain Dew
Campaign: Impractical Jokers and Mountain Dew: Do the Dew
Agency: Stun and Pocull

Best Use of Event or Experiential Marketing (five venues or less)

Brand: Comedy Central
Campaign: The Daily Show Presents: The Donald J. Trump Presidential Twitter Library
Agency: 23 Stories x Condé Nast

Brand: Google
Campaign: Hey Google CES
Agency: Sparks

Brand: Wholly Guacamole
Campaign: The Guac Stop
Agency: Havas Formula

Best Use of Experiential Marketing (five venues or more)

Brand: The FIFA Club
Campaign: FIFA Club World Cup UAE 2017 Experiential & Community Outreach Campaign
Agency: Flash Entertainment

Brand: The Glenlivet
Campaign: The Glenlivet Dram Room
Agency: Grow Marketing

Brand: Tractor Supply
Campaign: Follow Us to the Fair Tour 2017
Agency: Pro Motion

Best Vehicle-Based Campaign

Brand: Adult Swim
Campaign: The Don’t Even Trip Road Trip
Agency: The XD Agency

Brand: Charmin
Campaign: Charmin Van-GO
Agency: Jack Morton Worldwide

Brand: Uber Technologies
Campaign: Uber Ride and Dine
Agency: Manifold

Best Use of Disruptive Marketing

Brand: Archer
Campaign: The Biggest Sports Endorsement Deal of All Time
Agency: FCB

Brand: Google
Campaign: Hey Google CES
Agency: Sparks

Brand: Southwest Airlines
Campaign: Center Seat Celebrated
Agency: AMP Agency

Best Use of Shopper Marketing

Brand: Cereal Partners Worldwide
Campaign: CPW Minions Cereal to Go
Agency: Index Promotions

Brand: Cheez-It & Pringles
Campaign: Saturday vs. Sunday
Agency: Catapult

Brand: Kellogg/Pop-Tarts
Campaign: Pop-Tarts & Destiny 2
Agency: The Integer Group

Best Retail Campaign

Brand: Marie Claire
Campaign: The Next Big Thing Pop-Up Shop
Agency: Sparks

Brand: Nickelodeon
Campaign: Paw Patrol Pirate Pups at Target
Agency: In-house

Brand: P&G/Pantene
Campaign: Care Beyond Hair at ShopRite
Agency: Upshot

Best Sampling or Trial Recruitment Campaign

Brand: McDonald’s
Campaign: The McDonald’s Pool Groove
Agency: Walton Isaacson

Brand: Starbucks at Home
Campaign: Flavor Match
Agency: The Integer Group

Brand: Welch’s
Campaign: Nothing but the Fruit Tasting Room
Agency: Mosaic

Best Use of Influencer Marketing

Brand: Anheuser-Busch/Michelob Ultra
Campaign: Live Ultra Summer Series
Agency: Fusion Marketing

Brand: Nickelodeon
Campaign: Nick 90’s by Love Tribe at Macy’s
Agency: In-house

Brand: Maison St. Germain
Campaign: Maison St. Germain
Agency: Epsilon

Best Cause-Based Campaign

Brand: adidas
Campaign: Run for the Ocean
Agency: Match Marketing Group

Brand: Ford
Campaign: Ford Warriors in Pink More Good Days Tour
Agency: Match Marketing Group / GTB

Brand: State Farm
Campaign: State Farm Neighborhood of Good
Agency: The Marketing Arm

Best Use of Marketing Innovation in a Campaign

Brand: Amazon
Campaign: Nickelodeon Image Recognition with Amazon
Agency: Nickelodeon

Brand: Lufthansa
Campaign: Live with Lufthansa
Agency: The Bait Shoppe

Brand: OMEN by HP
Campaign: OMEN Challenge: PUBG Edition
Agency: Infinity Marketing Team

Best Cross-Channel Engagement

Brand: Beech-Nut Nutrition Co.
Campaign: Turn the Labels Around
Agency: Scrum50

Brand: Cheez-It & Pringles
Campaign: Saturday vs. Sunday
Agency: Catapult

Brand: Deutsche Bank AG
Campaign: Information Security Awareness Campaign
Agency: Stagg & Friends GBH

Best Digital Campaign

Brand: Deutsche Bank AG
Campaign: Information Security Awareness Campaign
Agency: Stagg & Friends GBH

Brand: T-Mobile
Campaign: Reaping Rewards with T-Mobile
Agency: The Marketing Store

Brand: Wholesome
Campaign: Sweet Confessions
Agency: Upshot

Best B2B Campaign

Brand: Galderma Laboratories
Campaign: Galderma Train the Trainer Event
Agency: Eventive Marketing

Brand: GE
Campaign: Minds and Machines
Agency: Manifold

Brand: Verizon
Campaign: Quantum Upgrade Journey Marketing
Agency: Ascend Marketing

Best Loyalty Marketing Campaign

Brand: Caesars Entertainment
Campaign: Quest for Rewards
Agency: In-house

Brand: Marriott Rewards
Campaign: Extra Points Sunday
Agency: Chirpify, The Lacek Group

Brand: T-Mobile
Campaign: Reaping Rewards with T-Mobile
Agency: The Marketing Store

Best Local/Regional Campaign

Brand: American Airlines
Campaign: Flagship First Dining Pop-Up Experience
Agency: Geometry Global

Brand: Charmin
Campaign: Charmin Van-GO
Agency: Jack Morton Worldwide

Brand: Illinois Council Against Handgun Violence
Campaign: Teddy Gun
Agency: FCB Chicago

Best Brand Awareness Campaign

Brand: McDonald’s
Campaign: The McDonald’s Pool Groove
Agency: Walton Isaacson

Brand: Michelob ULTRA
Campaign: Brewed for Those Who Go the Extra Mile
Agency: FCB Chicago/FCB RED

Brand: State Farm Insurance
Campaign: State Farm Color Full Lives
Agency: The Marketing Arm

Best Use of Content Marketing

Brand: Liberty Mutual Insurance
Campaign: Master This
Agency: Jack Morton Worldwide

Brand: Marriott Rewards
Campaign: 6 Days, 7 Nights
Agency: imre, Wavemaker, Delmondo

Brand: Mars Wrigley Confectionary/Dove Chocolate
Campaign: Walmart Raised Me To Care
Agency: The Integer Group

Best Campaign on a Budget (under $250,000)

Brand: Alienware
Campaign: Alienware Branch Battle Tournament
Agency: Mosaic

Brand: Archer
Campaign: The Biggest Sports Endorsement Deal of All Time
Agency: FCB Chicago

Brand: Brooks Running
Campaign: The Brooks Big Endorsement
Agency: PrizeLogic

Best Multicultural/Lifestyle/Age-Targeted Campaign

Brand: AT&T
Campaign: Haz Ruido
Agency: The 360 Agency

Brand: McDonald’s
Campaign: The McDonald’s Pool Groove
Agency: Walton Isaacson

Brand: State Farm Insurance
Campaign: State Farm Color Full Lives
Agency: The Marketing Arm

Best Campaign Targeting Millennials

Brand: Adult Swim
Campaign: The Don’t Even Trip Road Trip
Agency: The XD Agency

Brand: Hefty
Campaign: Hefty Flip Cup Challenge
Agency: Inspira Marketing Group

Brand: T-Mobile
Campaign: Reaping Rewards with T-Mobile
Agency: The Marketing Store

Best Holiday or Seasonal-Themed Campaign

Brand: Charmin
Campaign: Charmin Holiday
Agency: Jack Morton Worldwide

Brand: LL Bean
Campaign: LL Bean Northern Lights Celebration
Agency: Newbridge Marketing Group

Brand: Yahoo!
Campaign: Yahoo! Mail’s Out of Office
Agency: FIRST

Best Entertainment Sponsorship or Tie-In

Brand: BMW
Campaign: Road to Coachella
Agency: Mirrored Media

Brand: Marriott Rewards
Campaign: Imagine Dragons LIVE from Bangkok
Agency: IMG Live, Telescope, Wavemaker

Brand: Southwest Airlines
Campaign: Southwest at Luck Reunion
Agency: Amp Agency

Best Sports Sponsorship or Tie-in

Brand: Barilla
Campaign: Barilla Fuel your Fitness with Mikaela Shiffrin
Agency: TPN

Brand: Courtyard by Marriott
Campaign: Courtyard Super Bowl Sleepover Contest
Agency: IMG Live

Brand: CoverGirl Cosmetics
Campaign: CoverGirl Rantin’ and Raven
Agency: Jack Morton Worldwide

Best Use of Gamification, Contests and Sweepstakes

Brand: AARP
Campaign: The Great American Expedition AARP Sweepstakes
Agency: HelloWorld

Brand: Cheez-It, Pringles
Campaign: Kick it with the Pros
Agency: Catapult

Brand: Impractical Jokers
Campaign: Impractical Jokers Surprise and Delight
Agency: truTV

Best New Product Launch

Brand: GoPro
Campaign: GoPro HERO6 & Fusion Launch
Agency: Pen&Public

Brand: OMEN by HP
Campaign: OMEN Challenge: PUBG Edition
Agency: Infinity Marketing Team

Brand: Under Armour
Campaign: Under Armour C1N
Agency: IMG Live

Best Use of Social/Viral Marketing in a Campaign

Brand: Arby’s
Campaign: Arby’s #MeatSweats
Agency: Manifesto

Brand: Mastercard
Campaign: Mastercard #ArnieWould
Agency: Octagon

Brand: National Geographic Partners
Campaign: Genius Chatbot
Agency: National Geographic

Best Use of Video

Brand: BMW
Campaign: Road to Coachella
Agency: Mirrored Media

Brand: Campari America—Cabo Wabo Tequila
Campaign: Road to the Royal
Agency: Fusion Marketing

Brand: Warner Bros / Wonder Woman
Campaign: Conan Trains with Wonder Woman
Agency: Turner and CONACO

Best Buzz Campaign

Brand: Arby’s
Campaign: Arby’s #MeatSweats
Agency: Manifesto

Brand: Google Play
Campaign: Play to Pay Laundromat
Agency: SoHo Experiential

Brand: Royal Caribbean Cruises
Campaign: SeaBeyond
Agency: Jack Morton Worldwide

Best Use of AI/VR/AR

Brand: Dell
Campaign: Dell + Persado
Agency: Persado and Dell

Brand: Lufthansa
Campaign: Live with Lufthansa
Agency: The Bait Shoppe

Brand: USAA
Campaign: USAA Army Navy Game—Parachute Virtual Reality
Agency: IMG Live

Best Corporate Social Responsibility Campaign

Brand: Anheuser-Busch/Stella Artois
Campaign: Filmmaker Lounge at Sundance
Agency: Mosaic

Brand: March of Dimes
Campaign: March of Dimes Imagine a World
Agency: Allied Experiential

Brand: National Hockey League
Campaign: Declaration of Principles
Agency: The Vault

Best Campaign Targeting Gen Z

Brand: FedEx
Campaign: FedEx Innovation Challenge
Agency: Switch

Brand: Kennedy Space Center Visitor Complex
Campaign: The Summer of Mars Experience Tour
Agency: Marketing Werks

Brand: Teen Vogue
Campaign: Teen Vogue Summit
Agency: 23 Stories x Condé Nast