For Immediate Release
New York, Dec 4, 2007 - GlobalWorks, the multicultural agency of record for Cablevision Systems Corporation, captured five golds and two silvers at the 2007 Millennium Awards. The agency also won a 2007 Diamond Award from The Global Marketer."Triplets," "Reggaeton," and "Reggaeton Beach" took home five Millennium gold awards. "Triplets" and "Reggaeton Beach", produced in English and Spanish, garnered gold for each language version. Two silvers went to English and Spanish versions of a spot called "Little Red Riding Hood".
Millennium Awards salute outstanding work in video, film, TV, print, Web-design, audio and advertising. EMMY Award recipients and other media luminaries serve as judges. Unlike in many competitions, Millennium entries are judged by peers and compete on a point system - not against other entries. This year's recipients included Toyota, Scion and NASA.
"Triplets" also was honored this month with a Diamond Award recognizing outstanding multicultural advertising. The Diamond Awards, produced by The Global Marketer, honor best practices in marketing. An international panel of judges evaluated hundreds of entries this year to select only one winner in each category.
Said Yuri Radzievsky, GlobalWorks CEO: "The campaign's success reflects not only the growing popularity of Latino culture, but the way great multicultural creative can have universal appeal across ethnic and general market segments. Today, with campaigns like this, we're witnessing multicultural advertising crossing over into the English-language mainstream and enjoying similar success."
GlobalWorks, Cablevision's multicultural agency of record since 2004, conceived and produced the winning spots. The agency has created a series of award-winning campaigns for TV and print. The work promotes Cablevision's Optimum Triple Play bundle of services, driving customer acquisition among Hispanics and other multicultural segments.
So successful was the original "Reggaeton" spot, created in 2006, that its success prompted GlobalWorks to create a second spot featuring the same actor, as a sequel - but this time in both Spanish and English, to capitalize on the popularity of Reggaeton music.
Background
Reggaeton is based on a Latin music genre that in just a few years has swept the marketplace. Though conceived in Puerto Rico and the Dominican Republic, it appeals to Latinos everywhere. The music has begun to crossover into the general market. Daddy Yankee, one of Reggaeton's top artists, even had a cameo on CBS' new fall TV show, "Cane."
"Reggaeton Beach," shot in Puerto Rico, brings its Reggaeton star to the beach. The concept is that his Optimum Triple Play makes his life feel magical, replete with pirates, sea dragons and mermaids. The music was Reggaeton based, but flavored with cumbia, for a more relaxed, beach feel.
GlobalWorks, which creates global and domestic multicultural branding and advertising from under one roof, assembled a multinational team for the Cablevision campaign. The creative directors were born in England and Japan; the copywriter is Dominican; the art director is from Venezuela; and the producer hails from Puerto Rico.
About Cablevision
Cablevision Systems Corporation is one of the nation's leading entertainment and telecommunications companies. Its cable television operations serve more than three million households in the New York metropolitan area. The company's advanced telecommunications offerings include its iO: Interactive Optimum digital television offering, Optimum Online high-speed Internet service, Optimum Voice digital voice-over-cable service, and its Lightpath integrated business communications services. Cablevision's Rainbow Media Holdings LLC operates several successful programming businesses, including AMC, IFC, WE and other national and regional networks. In addition to its telecommunications and programming businesses, Cablevision is the controlling owner of Madison Square Garden and its sports teams, the New York Knicks, Rangers and Liberty. The company also operates New York's famed Radio City Music Hall, and owns and operates Clearview Cinemas. Additional information about Cablevision Systems Corporation is available on the Web at www.cablevision.com.
About GlobalWorks
GlobalWorks is a New York-based advertising agency that offers strategies, creativity and tools to build global brands. In addition to providing innovative technology to help marketers manage brand content worldwide, GlobalWorks develops award-winning advertising campaigns across all media and multicultural markets. For more information, visit www.globalworks.com.
