Art Direction • Web Design Insight: The target consumer feels like they can relate to celebrities. Idea: Let consumer simply upload a photo, tell us how she wakes up special, choose some theme music, then magically turn it into a Folgers "commercial" for her to share—similar to the celebrities in the TV spots. Each commercial created or voted on helped make a donation to Habitat for Humanity, so others in need could “wake up special” as well. Other features of the site included bios, footage, and photos of how celebrities Chandra Wilson and Lisa Ling wake up special along with Folgers Gourmet Selections product info and a free sample. Internet Advertising Competition, Outstanding Microsite P&G’s Annual Global Communications and Media Awards, Best Global Holistic Campaign Web Marketing Association’s WebAward, Beverage Standard of Excellence
