Faced with harsh criticism for its perceived lack of activity in renewable energy, TriState G&T took action to correct the misperception. The utility—a power supplier to 43 electric cooperatives in Colorado, Nebraska, Wyoming and New Mexico—had been actively developing renewable sources and including them in its mix for some time. The video series it created for a TV ad campaign has taken first place in the “Best Overall Video” category of PR Daily’s 2018 Video & Visual Awards.
Beyond altering public perception, TriState’s goals included obtaining 50 million impressions, increasing traffic to its renewables website by more than 100 percent and encouraging its member companies to participate in the campaign.
“Renewable Randy” served as the face of TriState in the videos. Randy is a likable, funny, self-deprecating, plaid-clad spokesperson who reminded audiences in each spot that “Thirty percent of the electricity you use comes from renewable energy.”
The ad series didn’t appear only on television; it was an orchestrated campaign across multiple channels (including social media) that drove public perception of the utility’s adoption of renewable energy sources from literally zero to 56 percent, a remarkable feat.
In addition to broadcast television, the message was deployed via video, OTT/streaming channels, social, virtual reality, paid and earned media and the web, along with nonvideo media like print and radio, digital, editorial, sponsorships and in-person appearances.
The 30-second videos made for TV placed Randy in a variety of scenarios such as solar farms, wind farms and dams. The effort surpassed its goals in a big way, with 34 member systems participating in the launch, 29 requesting the VR component and 35 asking for the life-sized cardboard standup of Randy.
The rationale for publishing a print document emerged from two challenges faced by Florida Realtors. Its success in meeting those challenges has won Florida Realtors first place in the “Print Design” category of PR Daily’s 2018 Video & Visual Awards.
The goals of the publication, “Take the Lead,” were centered on driving attendance at the WIRE conference, the inaugural Women in Real Estate event set for Hollywood, Florida in mid-September 2018.
The first challenge was competition from two other realty-focused conferences around the same time. The second was a short timeframe for preparing the conference. The publication was identified as a means of answering the question, “Why should I attend?”
The 12-page report was conceived to present data analysis from the Florida Realtors membership around the role of women in real estate. Women dominate the profession, yet questions remained about their role in the industry’s leadership. Knowing that the data-driven content of the publication could be dense and difficult, the communications team created design elements to make the data more accessible and understandable. The design also employed a “soft but rich color palette.”
The project’s art director elected to use an 8×12-inch format to be intentionally tall, conveying the importance of women in the real estate industry. Everything comes together in the book, reinforcing the continuing importance of print: The design could not be replicated on the web, but the tactile experience of the physical product seals the deal. The cover stock is heavy and matte-finished. The cover art resembles something akin to a Picasso work.
The interior paper stock is also substantial, with high-end color printing that is consistent whether displaying images of women leaders in Florida real estate or charts that deliver easy-to-comprehend data. The font, the use of white space and even the inside back cover deliver strong visuals that reinforce the publication’s key message.
“Take the Lead” is a reminder of why communicators should continue to keep print in their toolboxes.
Here’s a quick internal communication lesson: When employees understand the nuts and bolts of how the business works, they are better equipped to look at their own work and see how doing things differently than they have been can contribute to the achievement of organizational goals. That was the idea behind Dignity Health’s “Squirrels and Toasters” campaign, which has won first place in the “Internal Communication Design” category of PR Daily’s 2018 Video & Visual Awards.
The health care system—one of the nation’s largest—was undergoing a transformation effort called Horizon 2020 (aka H2020 Acceleration), designed to employ a more metric-based approach to achieving better patient outcomes and experiences. To support the effort and build long-term employee commitment, staff member Anissa Routon guided the development of a campaign featuring big, bold graphics that helped build employee literacy around the business impact of ground-level actions.
Dignity Health notes this mean the average nurse or aide could contribute by clocking in and out on time, keeping inventory in stock rooms, washing their hands every time they saw a patient and taking better care of equipment so it would last longer. Not wanting to be condescending, but seeking to capture employee attention, the visuals are big, bold and colorful (adopting a color palette for the program), supporting business concepts employees could understand and then translate into action.
“A toaster is not a hammer,” one headline declares (with a graphic of a toaster above it), noting that every piece of equipment has a specific purpose. If you want to hang up a picture, you don’t bring a toaster to get the job done. Then it offers ideas of how this concept applies to a hospital (use paper towels, not a washcloth, to clean up a spill). “When you don’t use supplies we paid for and also pay for others we don’t really need, it’s hard to keep costs down,” the poster states.
Umbrellas, the space shuttle, a VCR cassette and other graphics—all clearly part of a design suite—drew attention to a campaign that produced genuine business results, like an improvement in patient experience and EBITDA margin.
Congratulations to Dignity Health’s Anissa Routon.
The design of Dignity Health’s “Squirrels and Toasters” campaign centered on a poster series designed to support an organization-wide transformation and bring about a more metric-based approach to achieving better patient outcomes and experiences. It’s won Dignity Health first place in the “Illustrated or Animated Design” category of PR Daily’s 2018 Video & Visual Awards.
The idea was to build employee literacy about the big changes Dignity wanted to make and help employees see how their actions would contribute to the achievement of those goals. The campaign featured big, bold graphics unlike any the organization had seen before, yet remained consistent with Dignity’s graphics standards.
The big images of toasters, acorns, umbrellas and other subjects that reinforced the narrative were eye-catching, drawing viewers to short blocks of text that helped build employee literacy around the business impact of ground-level actions. Dignity notes this means the average nurse or aide could contribute by clocking in and out on time, keeping inventory in stock rooms, washing their hands every time they saw a patient and taking better care of equipment so it would last longer.
One poster reads, “Squirrels don’t belong in hospitals,” (with a graphic of acorns above it), noting that employees shouldn’t stash supplies where nobody else could find them. “When you do this,” the poster declares, “it means that needed supplies are being taken out of ‘rotation’ and we run the risk of them becoming outdated before they are used.”
The visuals—all clearly part of a design suite—drew attention to a campaign that produced genuine business results, including improvements in patient experiences and in the EBITDA margin.
Congratulations to Dignity Health’s Anissa Routon.
The communications department at Cherokee Nation Businesses is nothing if not dedicated. Its video series “Osiyo, Voices of the Cherokee People,” has been in production since 2014, and it’s the winner in the “Video Series” category of PR Daily’s 2018 Video & Visual Awards.
The series of 30-minute episodes profiles Cherokee Nation citizens, highlights events and figures from history and passes on the Cherokee language. Underlying the production is a fervent desire to set the record straight and correct misperceptions about the Cherokees through documentary-style stories, a language segment, a history segment and news shorts.
The series is broadcast across Oklahoma on PBS, where it commands a substantial audience. A partnership with another network helps the show reach another 20+ markets across the United States. Its availability on YouTube, though, has expanded its reach considerably, with respectable numbers coming from as far away as Germany, the U.K. and Australia. The show’s Facebook page is followed by nearly 30,000 people.
The content is beautifully and professionally produced, rivaling the documentary-type productions of much better-funded enterprises. Episodes focus on a broad range of Cherokee-related topics, from elders passing on traditional spirituality to young Cherokees making their way in professional sports. The series aims to balance traditional features with less-traditional stories of people living a Cherokee lifestyle that challenges public perceptions.
Congratulations to the communications team at Cherokee Nation Businesses (a wholly-owned corporation of the Cherokee Nation).
You might assume Gatorade is the drink of choice for all athletes replenishing water and electrolytes. That’s not the case, as Balcom Agency has shown by taking first place in the “Use of a Celebrity or Personality” category of PR Daily’s 2018 Video and Visual Awards.
Athletes at all levels understand the importance of rehydrating. Chocolate milk is growing in popularity as a means of introducing high-quality protein to repair lean muscle, and for an ideal carb-to-protein ratio.
Balcom represented Dairy MAX, which has been educating consumers, school staffs and nutritionists on the benefits of increased dairy consumption. The goal of the Dairy MAX video campaign was to raise awareness of chocolate milk as a sports beverage and to increase consumption.
The campaign targeted coaches by using celebrity spokespersons in the ads, including an NFL player and representatives of organizations coaches recognize and respect. Targets also included student athletes and their parents.
The short spots (about 60 seconds) feature the spokespeople talking about what it takes to succeed, their narration supplemented with b-roll of student athletes engaged in challenging workouts. The Balcom team employed the full PESO model (paid, earned, shared and owned media), generating impressive results with each.
The earned media component included desirable collateral, including a pocket information card for students to carry and reference before buying a beverage after practice, and a refrigerator magnet for parents that listed the symptoms of over-practicing (along with the value of chocolate milk).
Facebook ads alone produced nearly 80,000 video views. The campaign goals didn’t focus on impressions or views alone, though; they focused on increased chocolate milk consumption, which grew by 1.6 percent during the campaign period in the targeted southwest United States.
For years, Visit Philadelphia has been a leader among visitor/tourist organizations when it comes to innovative use of media. “Flavors of Philly” is no exception. The series, produced for less than $150, has won first place in the “Low-Budget Video” category of PR Daily’s 2018 Video and Visual Awards
Taking advantage of the popularity of Visit Philadelphia’s popular social media offerings, which attract some 1.5 million people, “Flavors of Philly” focuses on local restaurants based on data that show culinary travel accounts for nearly half of domestic leisure travel. Goals for the series included introducing prospective visitors to the personalities inside the kitchen, showcasing Philadelphia’s food offerings and increasing the number of visits to different Philadelphia neighborhoods.
For each episode, two Visit Philadelphia hosts learn to cook a dish on Facebook Live while interviewing the chef from the episode’s restaurant. These videos tease the one-minute video that is released a week after the Facebook Live video. The videos feature restaurants from throughout the city, with chefs including a former Top Chef contestant.
The earned video tally is nearly 775,000 organic views across both the live and edited videos on Facebook. Viewers spent a combined 245,860 minutes watching the series, the equivalent of about 5½ months. The series was featured in an article by the travel industry outlet Skift. The most impressive stat came from a survey of more than 4,000 fans and followers, 72 percent of whom said they were inspired to try a new restaurant because of the videos.
Congratulations to the team of Matthew Smith, Amber Burns, Alex Bogden, Dana Schmidt and Jim Washkau.
#WeAreCisco’s groundbreaking talent branding program features real employees sharing the company’s culture and their own jobs and locations via employee takeovers on Snapchat, contributions to a blog and other social media programs. Having employees engage audiences over Facebook Live—the increasingly popular video streaming platform—was a natural next step, though one that created a certain amount of apprehension. That step, however, has won Cisco first place in the “Live Video” category of PR Daily’s 2018 Video & Visual Awards.
Live video is more real. In Cisco’s case, it was also incredibly successful. Beginning as a pilot program, the goals were based on assessing the value of engaging via streaming video. To its credit, Cisco also settled on the social/video metric of attention rather than the wholly unsatisfying, all-but-meaningless tally of impressions.
The talent branding team was very selective in identifying employees for the pilot, training and preparing them for the experience. It was an exercise in trust, because letting employees livestream over Instagram meant giving them the password to the 25,000-follower Instagram account.
The streams were promoted with both organic and paid content, as well as through Instagram Stories shared on “Live Days,” featuring the topic and broadcast time.
In 2018, eight Facebook streams generated 123,000 video views and nearly 39,000 minutes watched. On Instagram, 21 videos got an average of 114.2 views each and 537.2 replays within 24 hours, with people watching for an average of 15 minutes. Viewership increased dramatically with 11 Facebook livestreams in 2018 and 18 Instagram Live takeovers, including one featuring high-school interns.
Once again, Cisco has shown how trusting employees can deliver big results.
Congratulations to the talent branding team of Carmen Collins, Casie Shimansky, Lauren Grimaldo and Macy Andrews.
A video from interactive and visual content shop 900lbs for Bell (formerly Bell Helicopters), showing off the capabilities of its V-280 Valor military helicopter, has won first place in the “Animated Video” category of PR Daily’s 2018 Video & Visual Awards.
The vehicle is in development and not yet available. Because it’s not on the market yet, animation was chosen as the best way to demonstrate how this helicopter—with twice the speed and range of conventional helicopters—will perform in the field. The 3D animation puts people watching the video in the middle of a covert military operation executed by personnel flying in several of the V-280.
More than anything, it looks like a high-end, state-of-the-art video game. It’s sobering, though, to realize this is a representation of how the V-280 will actually be used. The quality of the video speaks for itself.
Congratulations to the team of Levi Bilbrey, Carl Coffman, Frank Lazarra and Deana Taylor.
The communicators at Michigan Medicine wanted to create a 360-degree video to help viewers—particularly children—understand what they would see in an ambulance, along with the process that paramedics, EMTs and other medical staff use during an ambulance ride. Their efforts have won first place in the “360-Degree Video” category of PR Daily’s 2018 Video & Visual Awards.
Children arriving at C.S. Mott Children’s Hospital via ambulance were the primary audience, because “the ambulance can be overwhelming,” according to the team; the video would help alleviate their fears. It features a staff member explaining what you’re seeing as you move at your own speed around the ambulance interior; the scene changes as the narrator’s emphasis shifts.
Since the video was released, other Michigan Medicine groups have reached out for help creating their own 360-degree videos, including Survival Flight helicopters and operating rooms.
Congratulations to the team of Joe Hallisy, Bryan McCullough, Aimee Bergquist and Carmen Feeny.
TriState G&T faced harsh criticism for its perceived lack of activity in renewable energy. In truth, the utility—a power supplier to 43 electric cooperatives in Colorado, Nebraska, Wyoming and New Mexico—had been actively developing renewable sources into its mix for some time. TriState set out to bring the public up to speed with a series of TV spots. Its success has earned it first place in the “TV Advertising Campaign” category of PR Daily’s 2018 Video & Visual Awards.
The goals were ambitious, especially since positive sentiment about its renewable efforts stood at a rock-bottom zero percent. Goals included 50 million impressions, improving social sentiment by 25 percent, increasing traffic to its renewables website by more than 100 percent and encouraging its members companies to participate in the campaign.
To achieve these goals, TriState recruited an actor to portray “Renewable Randy,” a likable, funny, self-deprecating, plaid-clad spokesperson who reminds audiences in each spot that “Thirty percent of the electricity you use comes from renewable energy.” The message was deployed via video, broadcast, OTT, print, radio, digital, social, virtual reality, the web, editorial, sponsorships, paid and earned media and in-person appearances.
The 30-second videos made for TV placed Randy in a variety of scenarios, such as solar farms, wind farms and dams. The effort surpassed its goals in a big way, with 34 member systems participating in the launch, 29 requesting the VR component and 35 asking for the life-sized cardboard standup of Randy.
Sentiment on social media increased to 56 percent. The campaign achieved more than 24 million impressions for broadcast video alone (nearly half of the 98 million total impressions).
Congratulations to Randy and the team at TriState G&T.
Safety videos can be deadly dull. AmTrust had a vested interest in producing a video series that workers in the restaurant industry would actually watch, with messages they would take to heart. Its efforts have earned it first place in the “Safety Video” category of PR Daily’s 2018 Video & Visual Awards.
AmTrust provides property and casualty insurance to the restaurant industry (among others). The fewer injuries in restaurant workplaces, the fewer claims the company would have to pay out. The series was developed as a way for small business owners to present safety issues to employees.
The team began its work by developing five storyboards on each of the topics the five videos would tackle (slips, trips, and falls; ergonomics; cuts and lacerations; chemical exposure; and burns). According to AmTrust, “Each category helps to avoid common workplace hazards in the foodservice industry.” The team also established an interactive landing page for the videos that provided links to other resources along with a high-level overview of various loss control measures.
The team teased the videos on social media with a montage of the accidents that could be avoided in the food service workplace. The videos themselves feature a host in the foreground explaining the situation while an accident-prone worker demonstrates the risks in the background. The worker’s actions aren’t over-the-top slapstick funny; just amusing enough to capture and sustain the audience’s attention.
Congratulations to AmTrust’s Andy LaMar and colleague Hunter Hoffman.
The goal behind the “Realistic Job Preview” (RJP) video series from T-Mobile (and produced by J. Walter Thompson INSIDE, an employer-branding/employee communications/recruitment advertising agency) was well thought out. It’s won first place in the “Recruitment or Employer Branding Video” category of PR Daily’s 2018 Video & Visual Awards.
New hires often leave in the first couple months or years of employment because the reality of their work doesn’t align with the vision the employer created during the interview or in its recruitment materials. The RJP series aimed to show candidates what working at T-Mobile would truly be like.
The video portrays work on the corporate side of the company, showing young employees leading important departments and engaged in meaningful work while wearing jeans and T-shirts. The series also includes a video aimed at retail candidates and interns, featuring employees who feel like fully-respected members of the team.
The videos capture the company’s culture and convey the fact that people working at T-Mobile are happy and satisfied. They also depict the diversity among the employee ranks, the commitment to building customer relationships and the company’s focus on its people.
As part of a larger campaign—#BeMagenta—the videos helped drive a 40 percent increase in web traffic to its recruiting pages, a 100 percent increase in applications, and a 350 percent increase in applications per accepted job offer.
Congratulations to the team of Bruce Carey, Lee Greengross, Kristen Desmet, Kelsey Oliver, Tim Stitzel and Roberta Hall.
The University of Michigan’s Michigan Medicine organization—which includes the medical school, nursing opportunities, clinical research and more—has been involved in the development of new crash test dummies that address the fact that the American population is getting heavier. Its work has earned first place in the “Public Relations Video” category of PR Daily’s 2018 Video and Visual Awards.
The university was involved in the development of the original crash test dummy program. Working with engineers at manufacturer Humanetics, the organization oversaw the creation of a 273-pound obese dummy (106 pounds heavier than the traditional model) as well as one to stand in for an overweight 70-year-old woman. The video points out that the new dummies were designed based on imaging data from actual crash victims that was provided to engineers.
Accompanied by a written piece, the video attracted coverage on CBS, NBC, the Discovery Channel and The Mirror. Views on YouTube stand at nearly 30,000; it has been viewed 10,000 times on Facebook, an admirable outcome given that the video cost Michigan Medicine nothing.
Congratulations to Shantell Kirkendoll, Bryan McCullough and Joe Hallisy.
Applications at Western Reserve Academy (WRA) had diminished, aligned with enrollment challenges across the boarding school sector. The video produced in response, by WRA and The Film Guys, has won first place in the “Product Marketing Video” category of PR Daily’s 2018 Video & Visual Awards.
Western Reserve Academy defies the perceptions most people have of a boarding school: a place for uninterested parents to send their kids away from the house, or a home for problem children who need more discipline in their lives. Just seven years away from its bicentennial, WRA is neither of those things. The high school is ranked the 14th best boarding school in the United States and the best private high school in Ohio, along with other honors.
Working with The Film Guys, WRA developed a hip-hop-styled music video that features actual students (along with faculty and staff) engaged in school activities and their day-to-day lives (like skateboarding to class) while singing the lyrics. The result is a soaring production that shares the joy of the students who attend WRA.
The Film Guys crew lived in a campus guest house for two weeks, ate in the dining hall and attended athletic events, classes, auditions and dorm events. One member of the crew was also a boarding school grad so he helped the rest of the team grasp the key themes that are evident in the video.
The video achieved 14,000-plus views on YouTube. The team also produced 10 shorter videos for use across other platforms.
Congratulations to the team of Robert Bahouand, Alesi Enriquez, the WRA school community and Communications Office.