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When it comes to television marketing, there are many agencies that excel in certain mediums and genres, and there are some companies that simply shine brightly across the board.
CNN Worldwide is one such company, taking the prize as Global Excellence Marketing Team of the Year, for the second year in a row.
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The Global Excellence Awards honor the best work in all categories from across the globe, and CNN showcased a wide variety of strong spots.
The company expertly teased “what happens when cannabis meets capitalism” in a visually dramatic trailer piggybacking on Colorado’s legalization of marijuana in 2014 to launch its original series High Profits. The video, “Joints,” was featured in the Program Promotional Spot, In-House category.
CNN also rang in 2015 with Anderson Cooper and Kathy Griffin, and displayed a quirky sense of humor for its New Year’s Eve Live coverage that shows Griffin using her iPad to FaceTime with Cooper — from his bed.
And most of us can appreciate a meddling mother, which CNN plays up in a schedule-change promo for Somebody’s Gotta Do It, where Mike Rowe’s mom calls up CNN to complain about the show’s new time.
Art direction and design is also a strong point for CNN. Trailers for series The Seventies are set to songs from that decade. One that particularly stands out features Aerosmith’s “Dream On,” with a slow pan of 1970s-era photos, news clippings and other paraphernalia scattered across a table to capture the essence of the series.
CNN’s program campaign for The Wonder List with Bill Weir also uses extraordinary shots from across the globe for the series that explores change around the world.
CNN Worldwide’s employees demonstrate marketing expertise that runs the gamut from awkwardly hilarious to breathtakingly beautiful, earning it the PromaxBDA Award for Global Excellence Marketing Team of the Year.
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