BAM Marketing Agency is the recipient of 10 prestigious awards at the 52nd Creativity International Awards.
The 10 submissions awarded were a part of “Watch Me,” an integrated multimedia patient acquisition campaign BAM Marketing Agency created for their client, Shriners Children’s. The annual advertising competition draws thousands of entries from agencies around the world, representing everything from small businesses to iconic, global brands.
BAM Executive Creative Director Ryan McMichael said the concept for the “Watch Me” campaign was to highlight Shriners Children’s mission and their position as leaders in pediatric care through a simple, but relatable message. The campaign’s TV spots showcase children enjoying various activities they may have once thought impossible prior to receiving care at Shriners Children’s. Each spot features a poetic script that highlights an actual Shriners Children’s patient’s story and their positive outcome, culminated by the child confidently saying, “Watch Me.”
“Every parent can relate to “Watch Me” whether their child has medical needs or not,” said McMichael. “Children are in a constant state of seeking their parent’s attention, approval and pride. Through the simplest of actions, displays of accomplishment, or defying odds, every child’s yearning for that attention always begins with two simple words, “Watch Me.” The campaign really captures the essence of that and communicates how Shriners Children’s is an integral part in helping kids with medical needs, just be kids.”
The comprehensive campaign included eight total TV spots highlighting Shriners Children’s capabilities in orthopedics, scoliosis treatment, prosthetics, sports injury, cleft lip and palate and burn care. Print, digital, outdoor, transit graphics and extensive social media efforts were also components of the broader campaign. BAM Marketing Agency was responsible for every element of the “Watch Me” campaign from inception to production. This included ideation, scriptwriting, talent casting, filming, editing, art direction, social media development and media distribution.
Mel Bower, chief communication and marketing officer with Shriners Children’s, said this campaign was successful because BAM was able to showcase the impact their facilities and staff have on their patients.
“The “Watch Me” video campaign captures an act that happens every day in waiting rooms across our Shriners Children’s system,” said Bower. “BAM Marketing Agency was able to showcase and capture the spirit of what we do at Shriners Children’s in such a powerful way. We are grateful that we have found a marketing partner that understands our depth and our mission. We’re excited to see what the future holds.”
Eight of the 10 entries received special recognition. “Gridiron,” “Grace,” “Showtime,” and “Sweets” TV spots received gold awards, as well as the TV campaign, transit campaign and social media campaign receiving gold. Gold awards are designated exclusively for creative work considered to be among the top 10 percent of all entries in their respective category. Additionally, the integrated campaign (TV, outdoor, transit and social collectively) was acknowledged with Creativity International Awards’ Platinum Award, signifying it as one of the top entries within the Integrated Campaign category.
“At BAM, we’re always focused on bringing the best creative work and media distribution forward for our clients” said Bonni Burns, CEO and founder of BAM Marketing Agency. “Shriners Children’s makes what we do for them easier through their mission, their patients, and their stories and we are thrilled to be recognized for the quality work of our very talented creative team.”
In addition to the Creativity International Awards, the St. Louis chapter of the American Advertising Federation recently awarded the “Watch Me” TV campaign with a silver ADDY award. The campaign will now be judged at the regional level and if selected, will move on to be judged at the National American Advertising Awards.
BAM Marketing Agency is located in downtown St. Louis.
Photo from left: Jennifer Anderson/marketing and communications director at Shriners Children’s Texas, Mel Bower/chief communications & marketing officer at Shriners Children’s, Bonni Burns/CEO and founder of BAM Marketing Agency, Veronica Ambuehl/vice president and executive director of client services at BAM Marketing Agency, Courtney Longhi/executive director of digital marketing at BAM Marketing Agency.
ABOVE: At work on the video.