Campbell Ewald Wins Branded Content and Entertainment Lion at Cannes Lions Festival of Creativity

Cannes Lions Logo Card

DETROIT — Marketing communications agency Campbell Ewald was honored with a bronze Branded Content and Entertainment Lion for Project Architeuthis, a campaign developed on behalf of the U.S. Navy. The agency was awarded in the Original Game/Gaming category at the 62nd Cannes Lions Festival of Creativity.

“Project Architeuthis fused target insights, channel knowledge, and creativity into one holistic, powerful idea,” said Jim Palmer, CEO of Campbell Ewald. “We’ve been truly honored with the recognition the campaign has garnered over the past year, and to receive this second global award within two weeks is a true testament to the creativity and effectiveness of our work on behalf of the U.S. Navy.”

Puzzle-Based Alternate Reality Game

Created by Campbell Ewald in 2014, Project Architeuthis was a puzzle-based alternate reality game designed to drive awareness of the Navy cryptology profession. Engaging a hard-to-reach microtarget of natural-born problem-solving millennials, the multiplatform social campaign successfully fused strategic insight, channel knowledge, and creativity into one powerful idea that got players thinking like Navy cryptologists.

The campaign was credited with helping the Navy reach its challenging Cryptology recruitment goal, making it the first U.S. military branch to implement an alternate reality game for recruitment purposes. The intricacy of the campaign also gained so much social media buzz (including 4,631 new followers of Navy Cryptology and Project Architeuthis Facebook pages) and press attention (more than 50 pieces of coverage globally) that a Russian news source speculated whether the winner of the puzzle game would be recruited into a top secret project by the U.S. Navy. View the campaign here.

Team ‘CE’

The team at Campbell Ewald that created “Project Architeuthis” included: Mark Simon, chief creative officer; Eric Olis, creative director; Eric Bookout, associate creative director; Marcus Martin, art director; Rod Weston, writer; Christian West, social media; Lisa Lukowski, senior community manager; Jennifer Monaghan, managing director; Curt Tochet, account supervisor; Kelly Steed, digital project manager; Mike Shenk, Puzzability; Amy Goldstein, Puzzability; and Robert Leighton, Puzzability.

Award Laden

The Cannes win marks the 11th award that Campbell Ewald has received for Project Architeuthis. Previous awards include: the 2015 Grand Prix Warc Prize for Social Strategy; two 2015 Gold Effie Awards for Media Idea and Government, Institutional and Recruitment; two 2015 Shorty Awards for Best Multi-Platform Campaign and Best Use of Gamification; the New York Festivals Award for Creative Effectiveness; the Target Award for Business and Consumer Services; the 2015 D Show Award for Best of Innovative Marketing; an AICP NEXT Award (shortlist); and a 2015 Webby Award for Best Use of Social Media.

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