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Silver Winner

Entrant: Deutsch NY, New York

PNC Bank
"Christmas Index Toys"


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Corporate Name of Client: PNC Bank
Agency Account Director: Kristen Hoy
Group Account Director: Barbara Chandler
Account Executive: Courtney Griffin
Assistant Account Executive: Christina Riggio
Agency: Deutsch NY, New York
Chief Creative Officers: Kerry Keenan/Greg DiNoto
Chief Strategic Officer: Brent Vartan
Group Creative Director: Jeremy Bernstein
Executive Creative Director: Jeff Vinick
Creative Director: Qian Qian
Senior Copywriter: Matt Moyer
Copywriter: Erin McHugh
Art Director: Katrina Mustakas
Director of Integrated Production: Joe Calabrese
Design Company: Invisible Creature (Toy & Packaging Design)
Digital Production Company: MediaMonks
Director of Digital Production: Suzanne Molinaro
Executive Digital Producer: Jennifer McBride
Digital Producer: Jillian Cornette
Director of Creative Technology: Rey Peralta
Music Production Company: DRASTIC Music

Description of the Project:
Every year, PNC Bank calculates the current cost of each of the twelve gifts in the popular Christmas carol “The Twelve Days of Christmas”. This economic report, known as the Christmas Price Index, is used in classrooms throughout the United States to teach basic economic principles like inflation and supply and demand. Our challenge was to make the Index more approachable and easier to understand.  We created the PNC Gift Maker, which turned the twelve Christmas gifts into a collection of customizable toys. Kids could build their own versions of each toy in an online workshop as they learned about the economy. Each time they completed a toy, we revealed their prices and the economic factors that made them rise or fall from the previous year. For twelve days, PNC randomly selected toy designs, printed them on 3D-printers, and sent them to their creators in time for the holidays. With no paid media, PNC relied on direct outreach to schools, as well as PR, and earned media to get the word out about the program. This year’s response far surpassed results from all previous years. In just twelve days, the program generated: 16K+ toy design submissions, average site visit over 10 minutes,132 million earned media