October 19, 2020 / Awards
Colle McVoy and client Children’s Health have been honored with a prestigious 2020 Adweek Media Plan of the Year Award. Selected from hundreds of submissions from around the world, the award is an acknowledgement of the agency’s powerful media offering that drives efficiencies and business results for clients.
The client-agency team is being recognized in the Best Use of Out of Home (less than $500,000) category for the Get Well-evator, a transformed elevator in one of the busiest malls in the Dallas–Fort Worth area that let kids’ imaginations (and impulses) run wild. Filled with empowering messages, colorful graphics and 1,400 buttons for kids to press, it conveyed the dedication that Children’s Health has for making life better for children and getting them back to their rambunctious selves. The brand activation was an integrated effort across the agency with technology that took months to develop before working with external partners on the execution.
“This is incredible recognition for the guiding principles that we apply to our work and that helped produce this project,” said Steve Knapp, executive media director, Colle McVoy. “We believe that media is creative and creative is media, that ideas can come from anywhere, because research shows that where you deliver the message can be as important as the message itself. And we often apply a build it, don't buy it process where we lead and co-create custom solutions with our media partners to help brands stand apart and break through the clutter, often generating earned media which delivers even more value for our clients.”
The Get Well-evator launched in October 2019. Due to COVID-19, it was taken out of operation in early 2020. During its abbreviated run, the brand experience generated 5.6 million impressions, lit up millions of buttons and brought smiles to tens of thousands of kids’ faces.
For more than 20 years, Adweek has honored and celebrated the most dynamic media plans and executions from around the world with the Media Plan of the Year Awards. This year’s winners represent the 15 most impactful campaigns that sparked national discussion and brand awareness. Read all about them here.