2018 Winner

Constellation Brands, Inc. - SVEDKA

Halloween Banner Ad Curse

Bensimon Byrne

BronzeProducts and Services - Best in Alcoholic Beverages

Svedka wanted to “own Halloween” and Bensimon Byrne helped them do just that. Parent company Constellation Brands created the “Halloween Banner Ad Curse” to essentially stalk people online, using cookie data to track them as they browsed the web. A digital ecosystem was developed, with Svedka “cursing” YouTube viewers after they clicked through to the brand’s pre-roll video. They were haunted with dynamic banners, each creepier than the last. Retargeted dynamic banner ads followed the consumer based on their location, time of day, device, browsing habits and keyword searches. By giving consumers the creeps (essentially “cursing” more than 25 million people), the brand recorded its best Halloween sales to date.

Credits
Creative Agency: Bensimon Byrne
Creative Directors: Joseph Bonnici, Dan Strasser
Writer: Matt Doran
Art Director: Chris Brown
Producer: Caroline Clarke
Group Account Director: Chris Roop
Business Lead: Danielle Iozzo
Program Director: Katelyn Porter
Project Manager: Hana Yazdani
Creative Technology Lead: Patrick Schroen
Creative Technologist: Jamie Kaiser
Media Agency: Bensimon Byrne
Media Director: Thomas Shadoff
Digital Media Lead: Jennifer Will
Media Project Co-ordinator: Melanie Stevens
Programmatic Lead: Christine Benoit
Programmatic Optimization Manager: Nayab Mali
Editorial Company: Wingman VFX
Executive Producer: Samantha Simpson, Jenna Edwards
Motion Graphics: Lev Bravo
Audio: TA2
Sound Design/Music: TA2 Sound + Music
Executive Producer: Dana Gadsden
Audio Director: Steve Gadsden
Engineer: David Clarke