The Racie Awards honor the best retail ads, commercials, digital efforts and other communication materials that consumers first experienced during the past year. Each piece of work is judged on creativity, strategy and results.
This year’s Racie Award winners were revealed at the 2011 Retail Innovation & Marketing Conference in San Francisco, CA. Awards were given out in the categories of Broadcast, Print, Digital and Campaigns/International.
||Polo Ralph Lauren
Ralph Lauren 4D: A Historic Fusion of Art, Fashion & Technology
Kudos to Polo Ralph Lauren for its four dimensional light installation which seamlessly fuses together art, fashion, music and fragrance through the use of advanced video mapping technology.
On November 10, 2010, Ralph Lauren presented a digital event of epic proportions. Through architectural mapping technology, 2 stores were made to "disappear" before a live audience of thousands. The audience watched as the buildings were transformed into various shapes and objects and were treated to accompanying scents from the Ralph Lauren Big Pony Collection. Both shows were then uploaded to RalphLauren.com where the shareable videos went viral and have reached viewership in the millions.
Back-To-School 2010 "BTS $10M"
The judges applaud Kohl’s for Giving Back.
For the Back to School season, Kohl’s wanted to make a difference for K-12 schools, students and teachers that were feeling the effects of the recession. The result was an integrated marketing program that established Kohl’s as the smartest place for Back to School shopping through Kohl’s $10 million give back program.
During the contest, Kohl's engaged the public and let them play a pivotal role in deciding where the money went by asking: What would your school do with half a million dollars?
Answers could be posted on Kohl’s Facebook page and people then voted for their favorite elementary, middle or high schools.
There were twenty K-12 schools that each received $500,000 from Kohl’s with this effort. Through the Back to School philanthropic engagement program, Kohl’s put the power of Kohl’s Cares dollars into the people’s hands to make a difference in their schools.
Congratulations to Tim White for being inducted into the Retail Advertising Hall of Fame!
As Senior Vice President of Marketing for Fashion Bug, Tim White is an innovative marketing strategist responsible for the brand’s overarching marketing strategy, retail positioning and brand image. With more than 30 years of extensive retail experience, Tim is currently leading his team in building a customer-focused brand identity that satisfies the clothing wants and needs of today’s value-conscious woman, with the goal of elevating Fashion Bug to become the national specialty retailer of choice for larger women.
Tim’s past successes include his work with the Kmart Corporation, where his compelling branding and advertising programs for the Super Kmart Centers won acclaim from numerous marketing institutions, including the Effie Award for Kmart’s groundbreaking radio campaign.
Tim was also a key executive member of the team that launched The Great Indoors retail concept, a unit of Sears. There, his dynamic television, magazine and direct mail programs for The Great Indoors received recognition for creativity and effectiveness from both the Direct Marketing Association and the Retail Advertising and Marketing Association.
Additionally, Tim is an Executive Board Member of the Retail Advertising and Marketing Association, past Chairman of the Global Retail Advertising and Marketing Association and a member of the Direct Marketing Association. Tim and his wife Carol live in New Hope, Pennsylvania. They are the parents of three sons: Michael, Matthew and Mark.