Creative i Scores Gold at International Summit Awards

Palo Alto, Calif., May 20, 2010

Creative I’s “Haute Shot” social application has been recognized with Gold at the 16th Annual Summit International Awards.

The Haute Shot, developed for HP and TeenVogue, enabled teens to upload pictures of themselves to be shown on the cover of specially designed TeenVogue magazine covers, which they could then print out or share with their extended social network.

Originally created for special HP | TeenVogue pop-up stores showcasing the latest fashions and teen tech, the web-based app & microsite was used in-store in conjunction with makeup artists and “paparazzi” who would prep and shoot teen girls and then print out custom TeenVogue covers featuring the girls as souvenirs. Additionally, the site was available online as a way for teens everywhere to take part in the experience.

“This is a way for teens to personalize branded content in a way that’s highly social,” says Rick Mathieson, vice president and creative director for Creative i. “For teen girls, there’s nothing more iconic than TeenVogue, and the ability to see themselves on the cover, and then share it with their friends, creates a viral engine for both HP as technology enabler, and for the TeenVogue brand.”

The initiative was recognized in three separate award categories – Social Media, Online Marketing and Viral Marketing.

“It’s one thing to see your creative work recognized regionally or nationally – and another thing all together to see it recognized as being among the best internationally, spanning agencies from New York, to London, to Paris, to Berlin, to Sydney and everywhere in-between,” says agency founder Tom Antal. “It not only shows the power of universal ideas, but of universal perceptions of what works well in digital media.”

The Summit International Awards recognize the creative accomplishments of small and medium size advertising agencies throughout the world. For more, visit www.summitawards.com.