Best Advertising Rich Media Online Campaign, Best Tv Rich Media Online Campaign

To launch the second season of The Glades, A&E wanted to create a “must-see” level of anticipation and drive tune-in to the season premiere. They needed a small budget to work hard and feel impactful and the creative unit needed to stand out in a cluttered environment. A&E evolved the award winning and buzz worthy creative that was used for season 1 in a digital environment. They set out to use two digital units together to increase the impact. Within the ad, an axe came flying out from a leaderboard unit to chop the orange from the key art in half within the vertical rectangle banner. The tagline “Murder is Back in Season,” then appeared in the top ad, which was a clever and smart way to indicate the show’s return. This was a tactical example of how to use digital to your best advantage and create high impact units.

Contributors:

SVP Marketing, A&E:	Guy Slattery
VP Brand Creative, A&E:	Valerie Albansese
Senior Director Brand Creative, A&E:	Meghan Kirsch
Manager Brand Creative, A&E:	Marissa Grasso
Agency:	Avatar Labs

A&E

Location: USA