Reddit - "Reddit - Superb Owl" by ANDY Awards 2021
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| Title | Reddit - Superb Owl |
| Agency | R/GA California |
| Campaign | Reddit - Superb Owl |
| Advertiser | |
| Brand | |
| Posted | April 2021 |
| Business Sector | Community Website |
| Story | In the weeks before the 2021 Super Bowl, the power of online communities to drive real-world action was made abundantly clear as a group of Reddit underdogs took the financial world by storm. Given the scale of the story across every major news outlet, Reddit’s response needed to be as big as the moment the brand was having.Reddit “hacked the system” with a 5-second commercial that dominated the conversation on television’s biggest stage, celebrated the power of Reddit’s passionate communities & shifted mass perceptions, all while embracing the platform’s personality by teasing viewers to visit an obscure subreddit, r/SuperbOwl. |
| Media Type | Public Relations |
| Length | |
| AI Description | The Reddit 'Superb Owl' ad is a bold and unexpected 5-second commercial that aired during the 2021 Super Bowl. This innovative piece capitalizes on the recent GameStop stock market frenzy driven by the Reddit community, particularly the WallStreetBets subreddit. The advertisement highlights the power and impact of community-driven initiatives. A simple message appears on screen, urging viewers to visit subreddit r/SuperbOwl, and underscoring the significance of underdogs challenging the status quo. The ad became viral, sparking widespread media coverage and discussion, despite having no celebrity endorsements or large budget. The minimalist and impactful design reflects Reddit’s ethos and successfully captured the attention of a vast audience, boosting site traffic by 25%. |
| Executive Creative Director | Bryan Gregg |
| Executive Creative Director | Chapin Clark |
| Creative Director | Kevin Koller |
| Associate Creative Director | Kirstie Bones |
| Associate Creative Director | Jocelyn McCanles |
| Senior Copywriter | Scott Steele |
| Art Director | Ben Muckensturm |
| Group Director Content Production | Hana Newman |
| Motion Design Director | Felipe Mahalem |
| Content Producer | Janie Penney |
| SVP Managing Director | David Corns |
| Group Director Media Operations | Liz Hart |
| Media Director | Faviana Campbell |
| Media Planner | Devon Bremer |
| VP Executive Strategy Director | Yael Cesarkas |
| Strategy Director | Kaitlyn Frysztak |
| MD Client Services | Cara Watson |
| Account Director | Parry Rominger |
| VP Executive Production Director | Julie Andrews |
| Group Production Director | Catherine Hughes |
| Senior Producer | Katie Cahill |
| Chief Marketing Officer (CMO) | Roxy Young |
| Senior Marketing Lead | Chen Dong |
| Marketing Specialist | Katie Ambrose |
| Creative Lead | Chris Potts |
| Senior Communications Manager | Nicole Murphy |
| Communications Manager | Allison Day |
| Communications Manager | Emily Yarwood |
| Communications Manager | Nika Dyen |
| Senior Community Manager | Cassidy Good |