The Drum Awards Festival - Extended Deadline

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Date: Jun 2019
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What do you call a manager who makes erratic decisions with lots of confidence and zero data? Which disease is born when miscommunication, endless email threads, and absolute chaos get in the way of a project? What’s the name of the game where teammates throw responsibilities around until someone drops the ball? recently launched its third New York City ad campaign answering all these questions, called 'Redefining Teamwork', created by’s in-house creative team. The campaign playfully explores the ways and areas where teamwork breaks down, using words like Responsiball, Taskalicious, and Collaboreakdown.’s entire growth strategy is data-centric -- and the train takeovers are no different. The company’s data science team sets metrics that allow them to evaluate the campaign’s performance through geographic and demographic filtering. These metrics include social engagement, branded search lift, website visits, sign-ups, and ultimately conversions.

The campaign will run across digital platforms and OOH ads across NYC.


Agency: In-house

Chief of Marketing: Eitan Helman

Creative Lead: Joel danger Goldstein

Art Director: Noam Locker

Copywriter: Amir Hemed