#520 - Dollar Tree Crowbar Award Winners, with Nikki Baker, CEO of FALLON

Jan 12, 2026

30:14

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This quarter’s Blue Crowbar episode brings together future creatives and one of the most respected leaders in advertising.

Fallon CEO, Nikki Baker joins the show to judge the winning campaign from Marisa Brown and Megan Sharpe, two juniors at Marist University who took home Best in Show for their holiday brief for Dollar Tree.

The conversation breaks down their insight-driven campaign built around surviving chaotic family holidays, from out-of-home and social to a fully gamified digital experience and a modern twist on the holiday catalog. Nikki shares what made the work stand out, how she would push it further in a real agency setting, and what young creatives should focus on as they prepare to break into the industry.

It is a masterclass in turning human truths into a fully realized campaign, plus an inside look at how real creative leaders evaluate student work at the highest level.