Bronze
Creativity In PR
Best Use of Strategic Partnership
| Entrant: | Ogilvy, New York |
| Brand: | Verizon |
| Title: | "Can't B Broken" |
| Corporate Name of Client: | Verizon |
| Client Company: | Verizon |
| Chief Marketing Officer: | Leslie Berland |
| Client Company VP, Head of Creative Marketing and Brand Design: | Mike Wente |
| Client Company VP, Creative and Brand: | Ricardo Aspiazu |
| Client Company VP, Marketing Activation: | Jen McCarthy |
| Client Company VP of Communications: | Donna Lyden |
| Client Company Senior Director, Creative Strategy: | Andrea Huemmer |
| Client Company Senior Director, Head of Brand Engagement: | Tim Chirico |
| Client Company Senior Director, Marketing Communications: | Andrew Testa |
| Client Company Director of Marketing: | Christopher Blades |
| Client Company Director of Brand Strategy: | Magnus Blair |
| Client Company Associate Director, Creative Strategy: | Remy Wainfeld |
| Agency: | Ogilvy, New York |
| Global Chief Creative Officer: | Liz Taylor |
| Agency NA CCO & NA President: | Chris Beresford-Hill |
| Chief Creative Officer: | Samira Ansari |
| Agency Global Executive Creative Director: | Matthew Curry |
| Agency Group Executive Creative Directors: | Steven Fogel/Doug Fallon |
| Associate Creative Directors: | Morgan Hoff/Larissa Magera |
| Agency NA Creative & Entertainment Lead: | Juan Woodbury |
| Agency Global Head of Production, WPP/Hogarth: | David Rolfe |
| Agency Executive Director, Production: | Tim LeGallo |
| Agency Account Director: | Abigail Solano |
| Agency Global Client Lead: | Kris Gibbons |
| Agency Executive Group Director: | Arya Boghraty |
| Agency Head of Strategy, NY: | Lynette Wong |
| Agency Senior Director, Connections Planning & Performance: | Mack Leahy |
| Agency Director of Business Affairs: | Heather Weissman |
| Agency Senior Counsel: | Carolina Pineda Martinez |
| Agency Global Chief Strategy Officer: | Mick McCabe |
| Production Companies: | Parkwood Entertainment, New York/MJZ, Los Angeles |
| Director: | Craig Gillespie |
| Post-Production Companies: | Cabin, Santa Monica/Sonic Union, New York/Method, New York/CO3, Los Angeles |
| CEO, Art & Science: | Mark Dowley |
| President, Art & Science: | Susan Cole |
Description:
But just saying ‘our network can handle anything’ or ‘our network can’t be broken’ isn’t enough for these savvy, skeptical younger Americans. They don’t care and they need proof.
So to truly reinforce this brand message, we needed everyone to join in and genuinely try to break the network across all social, news and streaming platforms. We need it to be tested – not by one engineer – but by the epitome of culture itself: Beyoncé.
And this starts with mobilizing one of the most fiercely loyal, passionate and socially-active communities – the 300M-strong BeyHive who live on IG, Reddit, Twitter, TikTok etc. – in the most authentic and original way.
Beyoncé wanted to redefine Americana with her new country album and reach as wide of an audience as possible. And Verizon wanted to prove that America’s most reliable network could handle anything and never be broken.
So we partnered the biggest telecom brand with the biggest icon there is on the biggest stage in America - the Super Bowl - turning the most watched event ever into the biggest network test and music drop of all time.