Advertiser: OLD NAVY
Agency: CP+B
Category: Community Applications
Advertising campaign: 5 MILLION FACEBOOK FANS
VP/Director of Video Production: Chad Hopenwasser (CP+B)
Copywriter: Chelsea O'Brien (CP+B)
Producer: Andrea Krichevsky (Plus Productions)
Senior Integrated Producer: Katie Porter (CP+B)
Art Director: Mary Dauterman (CP+B)
VP/Executive Producer: Idalia Deshon (Plus Productions)
Associate Creative Director: Tom Morhous (CP+B)
VP/Creative Director: Robin Fitzgerald (CP+B)
Director: Ross Harris (F360)
EVP/Group Account Director: Danielle Whalen (CP+B)
Chief Creative Officer: Rob Reilly (CP+B)
Creative Director: Cameron Harris (CP+B)
Executive Producer: Eric Tu (F360)
Associate Creative Director: Gerard Seifert (CP+B)
VP/Executive Creative Director: Jason Gaboriau (CP+B)
Editor: Jon Grinberg (Plus Productions)
Junior Producer: Lennon Barnica (Plus Productions)
Executive Producer: Peter Friedman (F360)
Executive Producer: Robert Owens (Method)
Managing Director: Steve Erich (CP+B)
Brief Explanation
How do you thank 5 million fans on Facebook with something they actually want, while still making it a huge deal they can be a part of? You make a huge deal they can be a part of. Literally. Armed with nearly 500 people, a fearless choreographer and a smorgasbord of colorful props, we created the biggest deal in Old Navy history. Teased out in a series of web videos leading up to the 5 million fan milestone, the final coupon spanned 120ft by 60ft, featured a barcode of placards that actually scanned in stores and became Old Navy’s most successful coupon...ever.