Event Marketer and MRD December 2022 - 54

BEST OVERALL CONSUMER ENVIRONMENT
Class was in session at San Diego Comic-Con this year, where ABC promoted
season two of " Abbott Elementary " with a new teacher " disorientation "
experience hosted inside a 3,800-square-foot recreation of Willard R. Abbott
Elementary. Built for both superfans and potential viewers of the comedy series,
the activation was chock-full of Easter eggs and props pulled directly from
episodes.
Improv actors posing as veteran teachers guided the experience. The journey
began in a hallway filled with detailed student lockers, a '90s-inspired interactive
puzzle and original fan art to explore. Then it was on to a " staff credentials "
photo moment, which yielded a physical takeaway. Further along, fans could spin
through Principal Ava's office, then visit a meticulously designed replica of Janine's
classroom, where they were invited to take a pop personality quiz.
Before exiting the classroom, attendees could help real teachers in need through
curated wish lists featured in a colorful display of QR codes, and write encouraging
words to teachers on postcards. Then it was on to the gymnasium, where series
content played and the Abbott step team offered regular dance performances.
All told, fans donated $5,000 to 100 teachers at Title I schools and sent nearly
1,000 handwritten post cards. We give that an A+.
CAMPAIGN: New Teacher Disorientation at SDCC
CLIENT: ABC/'Abbott Elementary'
PARTNER: Creative Riff
CAMPAIGN: Small/Cool
NYC 2022
CLIENT: Apartment
Therapy Media
PARTNER: In-house
CAMPAIGN: FYSEE
CLIENT: Netflix
PARTNER: Sparks
BEST PANDEMIC-ERA DESIGN
While the world was busy reopening, UCLA was taking a meaningful pause. To
acknowledge and reflect on the hardships caused by the pandemic, the university
commissioned an artwork by multimedia artist and alumnus Refik Anadol that
would help foster community healing as part of the school's broader " Moment of
Reflection " program. Anadol drew from the research he conducted at the start
of the pandemic regarding nature's effect on emotions and sleep patterns, and
created an 18-foot by 18-foot artificial intelligence-powered data sculpture by
feeding machine-learning algorithms a dataset of more than 300 million images
of nature. The resulting " Machine Simulations: Nature " installation was unveiled
at a special ceremony hosted by UCLA's chancellor in the campus sculpture garden.
At the ceremony, attendees were guided through the 124,000-square-foot garden
via twinkle lights that illuminated the path to a main seating area. There, they
experienced the multisensory installation as Anadol took the stage to say a few
words. To close out the event, the artist asked the audience to open the velvet gift
bags that had been distributed as they arrived, which revealed individual glowing
orbs, and invited attendees to raise them into the air for a unified moment of
reflection and renewal. The campaign ultimately allowed the UCLA community to
come together for an emotional experience that connected them to nature, and
more importantly, one another.
CAMPAIGN: UCLA Moment of Reflection
CLIENT: UCLA
PARTNER: Manifold
CAMPAIGN: Case IH
Virtual Experience
CLIENT: Case IH
PARTNER: EEI Global
CAMPAIGN: Hanes Investor
Virtual Meeting
CLIENT: HanesBrands
PARTNER: LEO Events
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Event Marketer and MRD December 2022

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