The Brainchild of Michael Cheek, Zoo Challenge Garners International Recognition
FOR IMMEDIATE RELEASE
June 29, 2010
ATLANTA — A project first proposed by and later led by Michael Cheek received a coveted placement on the Cannes Lion Shortlist, as announced last week in France during the Cannes Lions Festival during the world’s only truly global meeting place for creative professionals in the communications industry.
The SmartStrand Zoo Challenge, featured on the front and throughout MichaelCheek.com, tells the story of 10 animals at the Dallas Zoo — six African Elephants, three camels and a Black Rhinoceros — that lived on carpet for three weeks. Twelve web cameras captured the experience live along with Facebook updates, tweets and YouTube videos. A “Human Habitat” for more than 40,000 homo sapiens transformed exhibits into rooms to show off hardwood, laminate, tile and carpeting for visitors to the zoo.
The entire campaign with its integrated traditional and digital components allowed the world’s largest flooring manufacturer to sell more than 50 million yards of SmartStrand carpet while more than 160 million consumers viewed it.
“I am proud that the Zoo Challenge can be recognized for its excellence and innovation,” said Michael Cheek, who has left Mohawk since the October 2010 campaign completed. “I have always felt the Zoo Challenge exhibited some of the finest work by marketing and advertising professionals with whom I was privileged to work. I am glad to share this accomplishment with them.”
The Zoo Challenge received creative, technical and logistical support from the Intermark Group of Birmingham, AL, and its video production partner, Vazda Studios.
The Zoo Challenge earned the Shortlist placement with eight other campaigns in the “Best Integrated Campaign Led by PR” including Decode Jay-Z with Bing and Watson by IBM. The winner of the category was National Australia Bank. A complete listing of the category Shortlist can be found at http://www.canneslions.com/work/downloads/CL2011_PR_Lions_Shortlist.pdf. All the Winners and Shortlist companies can be found at http://www.canneslions.com/work/. Learn more about the Cannes Lions at http://www.canneslions.com/. To find out more about the Intermark Group and Vazda, visit http://IntermarkGroup.com and http://Vazda.com. To learn more about the SmartStrand Zoo Challenge, visit http://SmartStrandChallenge.com.
Michael Cheek is a 20-year communications and creative veteran who provides outstanding service in digital marketing, creative services, strategic thought-leadership and social media. His work on the Zoo Challenge is just an example of the excellent integrated thought he brings to bear on behalf of his clients and partners. Contact Michael Cheek by e-mailing him at firstname.lastname@example.org, calling him at (404) 889-6755, following him on Twitter @MichaelCheek or linking up on Linked in at http://LinkedIn.com/in/MichaelCheek.
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