Cramer-Krasselt/New York bested agencies Kaplan Thaler Group, Euro RSCG/Chicago and Cliff Freeman and Partners to win the $65 million Burlington Coat Factory account. C-K will partner with Burlington Coat Factory to evolve its positioning to drive sales and build a sustainable brand in the increasingly competitive retail landscape and economic climate. The agency will handle marketing communications strategy and creative execution across all media.
In what AdAge called a “seamless” effort, Cramer-Krasselt helped long-time client Corona promote its partnership with country music superstar Kenny Chesney in a new spot called “Bootprints.” Set on the iconic Corona beach, the spot follows a trail of bootprints – then footprints – in the sand that lead to Chesney sitting in his “Old Blue Chair” and singing his song of the same name. The last shot touts Corona Extra’s sponsorship of the Chesney’s 2008 “Poets & Pirates” Tour.
A new Evinrude campaign from C-K/Milwaukee speaks to fisherman and boaters in their language, using subtle humor and surprising statistics to show that Evinrude E-TEC is the only outboard that can go three years without maintenance. Copy claims “You’ll cast 300 miles of line…” and “You’ll apply a gallon of sunscreen…” before you have to service your Evinrude.
CKPR/Chicago added to its trophy case this month, bringing home two Gold Sabre Awards for its AirTran Airways “FlaminGO” and “AirTran U” campaigns. Additionally, the agency was awarded a PRSA Skyline Award, Bronze Anvil and seven Publicity Club of Chicago Golden Trumpet Awards.
