In the 10th Annual W³ Awards, the Academy of Interactive and Visual Arts (AIVA) has selected Hanson Dodge Creative (HDC) as the winner of three W³ Awards for “The Board” campaign for K-Swiss.
HDC received Gold W³ Awards in the “Online Campaign - Branding” and “Online Campaign - Fashion” categories and a Silver W³ Award in the “Online Campaign - Social/Networking” category.
The Board is a groundbreaking social and digital campaign that used an “influence the influencers” approach to bring the K-Swiss brand to prominence among Millennials. The campaign brought together 100 highly connected Millennials as the new K-Swiss “Board of Directors,” led by electronic dance music pioneer Diplo.
“K-Swiss brought us a killer insight: Millennials aspire to be a new kind of superstar, an entrepreneur,” said Ken Hanson, HDC CEO and creative director for The Board. “The success of this campaign is a testament to the power of our partnership with K-Swiss and the value of connecting with Millennial consumers socially and digitally.”
The Board kicked off in March of 2015 with a six-week application period that drew more than 8,000 applications from aspiring entrepreneurs in more than 115 countries. From May through August, Diplo and a panel of industry experts led the 100 chosen applicants through a series of assignments to help shape the reinvention of the K-Swiss brand.
As the strategic design and technology partner, HDC developed a global digital ecosystem designed to shift the impression of the brand socially and generate the traffic needed for The Board campaign to be successful.
The campaign received over 180 million impressions in social and digital media, engaged more than 200,000 consumers, drove over 350,000 visits to The Board website and generated 40 percent social community engagement for K-Swiss.
Sanctioned and judged by the Academy of Interactive and Visual Arts (AIVA), the W³ Awards honors outstanding websites, web marketing, web video, mobile sites/apps and social content created by some of the best interactive agencies, designers and creators worldwide. This year, the awards received more than 5,000 entries. Visit w3award.com for a complete list of winners.