Under the Surface
Brand: IBM
Agency: GPJ Experience Marketing
With today’s businesses under threat of hackers, IBM’s Randori Recon is all about business owners asserting control of their security. With the mission of enabling online owners and entrepreneurs to view themselves from an attacker’s perspective, the brand launched “Under the Surface.” For this attack surface management platform, revealing the weak spots in security systems is the first step toward strengthening them. Taking out the abstract, undefined nature of cyber security, IBM brought to life a direct visual representation of its clients’ attack surface as viewed by Randori. Utilizing gesture-activated Ultra Leap motion technology to create a fully interactive experience, users were able to grab, rotate and zoom in on data, seeing how sites appear to less-than-scrupulous hackers. Offering insight into what attracts these threats, this model also showed how Randori can empower businesses to take action before a weak spot turns into a data breach. —S.C.
Experiential Activation Less Than $1 Million, Best Community-Focused Experiential Activation
The Brake Room
Brand: Chick-Fil-A
Agency: McCann New York
To address challenges facing delivery personnel, Chick-fil-A partnered with agency McCann New York to create “The Brake Room,” a sanctuary that offered delivery workers a warm place to rest, stay warm, use facilities and enjoy complimentary coffee. Although food delivery spiked in popularity during the pandemic, many delivery workers struggled to find basic amenities like restrooms or a rest stop like their in-store counterparts could access. With comprehensive research done to understand the unique needs of this often overlooked area of the workforce, The Brake Room was designed to provide solutions they desired. The effort was so well received that it ignited a citywide movement for change in New York, gaining support from both Mayor Eric Adams and Sen. Chuck Schumer, and prompting industry peer Grubhub to follow suit. The simple but substantial undertaking helped Chick-fil-A to continue servicing community needs outside of the kitchen.
—Kennyatta Collins
