★★★ IT’S AWARD SEASON, AND INSTEAD OF PLAYING ALONG WITH WHAT OTHERS MIGHT RECOGNIZE AS GOOD ADVOCACY OR PUBLIC AFFAIRS WORK, LET ME INTRODUCE YOU TO THE CRAFTIES.
We’re bestowing accolades in categories you might not recognize, with takeaways that show how a creative approach wins in today’s changing media environment. As you tackle your 2016 advocacy and communications priorities, think about what will stand out from the crowd, make your point, and win a CRAFTY.
#1. Best Use of an App for Anything Other Than Its Original Purpose.
Winner: Uber. Uber used its app to show riders how long rides would take if a New York City regulation limited additional drivers. The app allowed users to voice their support for Uber directly to the mayor.
Takeaway: They understand how to turn customers into activists.
#2. Most Creative Digital Food Fight.
Winner: Jeb Bush and Hillary Clinton. Jeb and Hillary battled it out over 8 hours using Photoshop and snark to one-up each other.
Takeaway: It is better to be fun than stuffy on social—especially when you’re a candidate.
#3. Best Use of Miniature Models During the State of the Union.
Winner: National Retail Federation. NRF prepared tweets and images, connecting NRF’s positions to the President’s during #SOTU.
Takeaway: If you’re going to get noticed while live tweeting, you need creative that stops people in their timelines.
#4. Best Use of a 50 Foot Pole in an Interview.
Winner: Representative Sean Duffy (R-WI). Sean Duffy, an actual Lumberjack, gives an interview to CNN’s Chris Moody on the congressman’s own terms.
Takeaway: The line between hard hitting journalism and entertainment is blurring. Instead of telling your personal narrative, show a journalist what you’re about.
#5. Best Use of Animals in a Video to Subtly Attack an Opponent.
Winner: Android. The “Friends Furever” ad gets buy-in from the audience before taking a jab at Android’s rival.
Takeaway: Who needs harsh attack ads? Getting an “Awwwhh” from your audience while cleverly differentiating yourself is effective and memorable.