Agency: Ogilvy West
Name of campaign: “‘The New York Times’ Video Takeover”
Launch date: January 2010
Creative credits: Chief creative officer: Dan Burrier; executive creative directors: Peter Kang, Jeff Compton; group creative directors: Johann Conforme, Bob Strickland; associate creative director, digital innovation: Sam Bergen; associate creative director, copywriter: Lisa Carey; art directors: Regina Smith, Francisco de la Torre-Rocha; marketing technology director: Helen Jen; director of user experience: Henry Kuo; information architect: Elena Glazer; project manager: Dawn Fang, Mikette Miller; account team: Bill Jeffway, Richard Kim, Caitlin McNulty, Tanya Ponce, Kristen Palchak, Michael Hibbert
Why we liked it: For more than a decade, Cisco Systems, a b2b marketer if there ever was one, has spent a portion of its marketing budget promoting the transformative power of the Internet. Cisco’s video takeover of The New York Times’ website is another example of Cisco trumpeting the changes the World Wide Web brings. In this example, Cisco populated the Times’ website with online video, turning the site into something of a Harry Potter-style newspaper, where the still photos now can move and talk. This was a big project—it involved Reuters newsfeeds and a lot of customization on the backend. Just as the news changed hour to hour, so did Cisco’s creative. The end result certainly showed the power of online video—and probably gave a glimpse of the future of online news. Maybe it even sold a router or two.