360i Picks Up Cannes Lions for Oscar Mayer & #Mamming Social Good Project

June 17, 2014

360i has won two Cannes Lions Awards – one Silver and one Bronze – for work on behalf of Oscar Mayer and for an internal passion project designed to promote breast cancer awareness.

Oscar Mayer’s “Wake Up and Smell the Bacon” campaign took home a Silver Lion in the Mobile: Innovative Use of Technology category. The effort began with several months of R&D as the team developed the world’s first alarm clock device and app able to mimic the sounds and scent of bacon sizzling on the stove. Once created, an online effort promoting the device generated more than 500 million earned impressions and drove 67K app downloads.

In the PR Lions’ Charity/Non-profit competition, #Mamming – a social good campaign that motivated women to get a mammogram – picked up a Bronze Lion. The centerpiece of the campaign was a hilarious web video staring some very familiar faces (including Erin Daniels of “The L Word”) and a microsite that compiled #mamming photos from all over the world. It wasn’t long until everyone was mamming – including Whoopi Goldberg and the hosts of “The View” – effectively turning the meme into a cultural movement for good.

In addition, HBO Game of Thrones’ #ROASTJOFFREY campaign received a Shortlist nod in the Direct Lions for Best Use of a Social Audience.

Congratulations to the team and our client/agency partners – as well as to all of this year’s Cannes Lions winners!