[September 29, 2015] |
|
IAB MIXX Awards 2015 Winners Announced, Honoring Groundbreaking Creativity and Technical Innovation in Digital Marketing
The Interactive Advertising Bureau (IAB)
has revealed the recipients of the eleventh annual IAB MIXX Awards at a
dinner reception and celebration attended by leaders of the digital
marketing and media world.
This year's most sought-after IAB MIXX Award - the Best-in-Show prize -
went to the ALS Association for "The ALS Ice Bucket Challenge." A viral
grassroots marketing phenomenon, the campaign's cause-related messaging
and call-to-action were optimized through the power of digital
distribution, resulting in hundreds of thousands of Facebook and Twitter (News - Alert)
posts, as well as millions of dollars to benefit the organization's
efforts.
"The winners of the 2015 IAB MIXX Awards demonstrate how imagination and
technology can be woven together to move hearts and minds," said Randall
Rothenberg, President and CEO, IAB. "This work represents the finest in
digital marketing the world over, and will surely influence the next
generation of marketing campaigns."
Michael Lebowitz, Founder and CEO of Big Spaceship, served as the 2015
IAB MIXX Awards jury chair, leading a cross-industry
panel of 38 judges consisting of creative luminaries, brand
marketing powerhouses, and blue-chip publishers in the selection process.
"This year's winners reached audiences in new and powerful ways," said
Lebowitz. "All of us on the judging panel were impressed by the way each
of the campaigns took full advantage of digital's interactive
capabilities, while also showcasing a keen understanding of the core
human need for great storytelling."
"The brands and advertising creatives that we honor at the IAB MIXX
Awards employ the latest tools to realize ingenuity and digital
prowess," said David Doty, Executive Vice President and CMO, IAB. "This
year's winning work takes mobile, social, video, and more to new heights.
2015 IAB MIXX AWARDS Winners
BEST-IN-SHOW: The ALS Association for "The ALS Ice Bucket
Challenge"
Strategies & Objectives Categories
Brand Awareness and Positioning
GOLD: The ALS Association for "The ALS Ice Bucket Challenge"
SILVER: GE & BBDO New York for "Enhance Your Lighting"
Branded Content
GOLD: P&G / Always & Leo Burnett Chicago, London, and Toronto and
Starcom MediaVest Group for "#LikeAGirl"
SILVER: DrinkWise & Clemenger BBDO Melbourne for "How to Drink Properly"
BRONZE: GE & BBDO New York for "Enhance Your Lighting"
Branded Utility
GOLD: Taco Bell & DigitasLBi for "Taco Bell Mobile Ordering App"
SILVER: Novartis Pharmaceuticals & ARworks for "ViaOpta Daily"
BRONZE: Land Rover China & Wunderman Shanghai for "Virtual Land Rover
Experience"
Cross-Media Integration
GOLD: Nike / Jordan Brand & Wieden+Kennedy for "RE2PECT"
SILVER: P&G / Always & Leo Burnett Chicago, London, and Toronto and
Starcom MediaVest Group for "#LikeAGirl"
BRONZE: SPC Ardmona / SPC & Leo Burnett Melbourne for "#MyFamilyCan"
BRONZE: Nike & Wieden+Kennedy for "Risk Everything"
Data-Inspired Creative
GOLD: The Sun & Wunderman UK for "Dream Team"
SILVER: EA Sports / Madden & Grow, Heat, and Google Creative
Partnerships for "EA Sports Madden GIFERATOR: A Google Art, Copy
& Code Project"
BRONZE: IKEA Canada & Jungle Media for "IKEA #ShareTheBathroom"
Interactive Video
BRONZE: Intel Corporation & Arc Worldwide and Leo Burnett Chicago for
"Get in the Mix with Ne-Yo"
BRONZE: Patrón Spirits & Firstborn for "The Art of Patrón"
BRONZE: Land Rover China & Wunderman Shanghai for "Virtual Land Rover
Experience"
Mobile
GOLD: Union Station Kansas City & VML for "Living History at Union
Station"
GOLD: Childhood Eye Cancer Trust & Wunderman UK for "The Next Photo"
BRONZE: Taco Bell & DigitasLBi for "Taco Bell Mobile Ordering App"
Multicultural
GOLD: P&G / Pantene & Wunderman Guangzhou for "Pantene Praise Project"
BRONZE: Mi Escuelita Preschool & Dieste for "The Story of Emma"
Product Launch
GOLD: Comcast / XFINITY & Goodby Silverstein & Partners and
MediaVest for "Emily's Oz"
GOLD: Taco Bell & DigitasLBi San Francisco for "Taco Bell Blackout"
SILVER: Mars, Inc. / Twix Bites & BBDO New York for "Twix Bites #TBT
Campaign"
Public Service / Brand Citizenship
GOLD: The ALS Association for "The ALS Ice Bucket Challenge"
SILVER: P&G / Always & Leo Burnett Chicago, London, and Toronto and
Starcom MediaVest Group for "#LikeAGirl"
BRONZE: Dallas Pets Alive & Dieste for "Adoptable Trends"
Social
GOLD: The ALS Association for "The ALS Ice Bucket Challenge"
SILVER: Taco Bell & DigitasLBi San Francisco for "Taco Bell Blackout"
BRONZE: EA Sports / Madden & Grow, Heat, and Google Creative
Partnerships for "EA Sports Madden GIFERATOR: A Google Art, Copy
& Code Project"
Tools, Tactics, and Platforms
Augmented Reality / Phygtal
GOLD: Union Station Kansas City & VML for "Living History at Union
Station"
SILVER: Toyota & 360i for "TeenDrive365"
BRONZE: GM / Chevrolet Colorado & Isobar Australia for "CoDriver"
Brand Destination Site
GOLD: Google / Google Play & Big Spaceship for "Google Play Interstellar"
SILVER: PwC & Deutsch for "Extraordinary Challenges"
BRONZE: Sony Pictures Entertainment / 22 Jump Street & UM US and
Woven for "M.C. State-College Raid"
Branded Mobile Application
GOLD: Taco Bell & DigitasLBi for "Taco Bell Mobile Ordering App"
SILVER: Target (News - Alert) & 72andSunny for "Bullseye's Playground"
BRONZE: Turkcell & R/GA London for "Turkcell Healthmetre Application"
Business-to-Business
GOLD: Symantec & Godfrey Q for "The Backup of Destiny"
SILVER: Adobe (News - Alert) & Goodby Silverstein & Partners for "Adobe Advertising
Week PSA"
BRONZE: Facebook & Innovision for "Facebook Cannes 2015"
Digital Audio
GOLD: Unilever / Axe Black & Mindshare Turkey and mobilike for "Axe
Black - Bring the Quiet"
SILVER: Sony Pictures Entertainment / Annie & UM US and Shazam
for "ShazAnnie"
BRONZE: Microsoft & Wunderman Australia for "The Sound of Azure"
Digital Video Ad - IAB Rising Stars
GOLD: Netflix & Droga5 and Innovid for "Netflix - Spectrum
Experience"
SILVER: Fiat Chrysler Automobiles / Dodge & SapientNitro and Tremor
Video for "Dodge Challenger Campaign"
BRONZE: Turner Sports & Horizon and Innovid for "March Madness"
Direct Response and Lead Generation
GOLD: Taco Bell & DigitasLBi San Francisco for "Taco Bell Blackout"
SILVER: Honda (News - Alert) Australia / Jazz & Leo Burnett Melbourne for "Magic Mobile
Drive-In"
BRONZE: BMW & kbs+ for "BMW's Instagram Dealership"
Display Ad - Custom
GOLD: Paramount Pictures International & MEC Global for "Transformers
Capture World Cup"
SILVER: Bonds & Clemenger BBDO Melbourne for "Make a Point for Breast
Cancer"
BRONZE: Lexus & Team One and Microsoft for "Ride with the Other Me"
Display Ad - IAB Rising Stars
GOLD: Mondelez International / Ritz Crackers & Starcom MediaVest Group
and Undertone for "Ritz ScreenShift"
Games
GOLD: Sony Pictures Entertainment / CHAPPiE & UM US and Twitch
for "The CHAPPiE Challenge"
SILVER: Hasbro / NERF & OMD Turkey and Netcom Medya for "Zombie Strike &
Rebelle Agent Tasks"
BRONZE: Dunkin' Donuts & Hill Holliday and Trilia for "Dunkin' Donuts
Robot Unicorn Attack 2"
Innovative Use of Creative Optimization Ad Technology
GOLD: IKEA Canada & Jungle Media for "IKEA #ShareTheBathroom"
SILVER: Toyota Motor Sales USA & Saatchi & Saatchi LA for "Toyota Real
World Conquesting"
BRONZE: Unilever / Axe Black & Mindshare Turkey and mobilike for "Axe
Black - Bring the Quiet"
Interactive Out-of-Home
GOLD: Google & PHD for "Androidify"
SILVER: H&M & UM London for "The Box of Wang"
BRONZE: Samsung & The Barbarian Group and Cheil Worldwide for "Samsung
CenterStage"
Location-Based Advertising
GOLD: smart USA & Razorfish for "Yo! Test Ride"
SILVER: IKEA Canada & Jungle Media for "IKEA #ShareTheBathroom"
BRONZE: Travelocity & McKinney for "How Far Am I from Sharks Right Now?"
Mobile Brand Destination
GOLD: Samsung & Starcom MediaVest Group Turkey and mobilike for "Perfect
Handwriting with S Pen"
SILVER: Mikimoto & Rokkan for "Mikimoto America"
BRONZE: Vodafone & Mindshare Turkey and mobilike for "Share Your Passion"
Mobile Display Ad - Custom
GOLD: Turkcell & BPN Istanbul and mobilike for "Turkcell Offline Music"
SILVER: Showtime Networks & OMD for "Penny Dreadful Gyroscope
Banners"
BRONZE: Porsche Cars North America & OMD Chicago and Celtra for "Porsche
Sports Car 2014"
Mobile Display Ad - IAB Rising Stars
GOLD: Mondelez International / Ritz Crackers & Starcom MediaVest Group
and Undertone for "Ritz ScreenShift"
SILVER: Pandora Jewellery & Cream, Hearst Magazines UK, and Celtra for
"Pandora Reactive Pull"
BRONZE: Staples & Carat and Adcade for "Staples x Adcade Mobile
Accelerator"
Native Advertising
GOLD: Shell & MediaCom USA for "Cities Energized"
SILVER: Mercedes-Benz USA & Razorfish for "Build a GLA on Instagram"
BRONZE: Acura & Starcom MediaVest Group for "Acura's 'Build a TLX' with
a Tweet"
Online Commercial
GOLD: Nike & Wieden+Kennedy for "The Last Game"
SILVER: GEICO & The Martin Agency for "GEICO Unskippable Pre-Roll
Campaign"
BRONZE: Kraft Foods Group / A.1. Sauce & CP+B LA for "New Friend Request"
Search Marketing
GOLD: Dallas Pets Alive & Dieste for "Adoptable Trends"
SILVER: Samsung & Starcom MediaVest Group for "The Power of Programmatic
Search"
BRONZE: Unilever / Signal & Mindshare Turkey for "One Winning Smile Can
Conquer All"
Wearables
GOLD: Norton by Symantec & Grey San Francisco for "Wearable Security"
SILVER: 3000 Miles to a Cure & Primacy for "3000 Miles to a Cure"
BRONZE: Unilever / Rexona & Mindshare Turkey, Wanda Digital, and
mobilike for "Who Does More?"
2015 IAB MIXX Awards Jury
Joining Michael Lebowitz, Founder and CEO of Big Spaceship, the 2015 IAB
MIXX Awards judging panel included:
-
Jeff Benjamin - 2014 IAB MIXX Awards Jury Chair, renowned digital
creative pioneer, and entrepreneur
-
Lincoln Bjorkman - Global Chief Creative Officer, Wunderman
-
Linda Boff - Chief Marketing Officer, GE
-
Pat Connolly - Senior Vice President, 23 Stories, Marketing Solutions,
Condé Nast
-
John Costello - President, Global Marketing and Innovation, Dunkin'
Brands
-
Mark D'Arcy - Vice President and Chief Creative Officer, Facebook
Creative Shop
-
Scott Donaton - Chief Content Officer, DigitasLBi
-
Andrew Essex - Former Vice Chairman and CEO, Droga5
-
Sebastian Garin - Executive Creative Director, Grupo Gallegos
-
Jack Haber - Vice President, Global Advertising and Digital,
Colgate-Palmolive Company
-
Todd Hunter - Creative Executive, CAA Marketing
-
Attica Alexis Jaques - Vice President, Global Marketing, Gap
-
Brian King - Global Officer, Marriott Signature Brands and Global
Sales, Marriott International
-
Laurie Koehler - Consumer Campaigns Director, Americas Marketing
Group, Intel Corporation
-
Natalie Lam - Former Executive Creative Director, Razorfish New York
-
Nick Law - Global Chief Creative Officer, R/GA
-
Pete Lerma - Founder and Principal, Richards/Lerma
-
Alex Lord - Senior Director, Global Ad Creative Technology, Yahoo
-
Tom Markham - Executive Creative Director, BBDO North America
-
Erin McPherson - Former Chief Content Officer, Maker Studios
-
Matt Murphy - Partner/Group Creative Director, 72andSunny
-
Richelle Parham - Former Chief Marketing Officer, eBay
-
Lou Paskalis - Senior Vice President, Enterprise Media Executive, Bank
of America
-
John Piontkowski - Former General Manager, East Region, Microsoft
Advertising
-
Edu Pou - Chief Creative Officer, The Barbarian Group
-
Suzie Reider - Managing Director, Brand Solutions, Google~YouTube (News - Alert)
-
Erik Rogstad - Managing Director, AKQA
-
David Roman - Senior Vice President and Chief Marketing Officer, Lenovo
-
Jim Russell - Partner, Chief Digital Officer, McKinney
-
Ciro Sarmiento - Executive Creative Director, Dieste
-
Lori Senecal - President and CEO, MDC Partner Network and Global Chief
Executive Officer, CP+B
-
Leslie Sims - Chief Creative Officer, Y&R New York
-
Shiv Singh - Head, Global Brand Marketing and Transformation, Visa
-
Joyce King Thomas - Chairman and Chief Creative Officer, McCann XBC
-
Zak Treuhaft - Chief Digital Officer, Grey
-
Debbi Vandeven - Global Chief Creative Officer, VML
-
Steve Wax - Partner, Chief Narratologist, The Cooke Wax Partnership
-
Bryan Weiner - Chairman, 360i
To view the complete gallery of 2015 IAB MIXX Award winners, go to www.iab.net/mixxawards/gallery2015.
Celtra is the Premier Sponsor of the IAB MIXX Awards and Adform, Blast
PR, Clear Channel Outdoor, Innovid, and Nielsen are VIP Sponsors.
Supporting sponsors include Cristaux International, FreeWheel, and
Tapjoy.
About the IAB MIXX Awards
Founded in 2004 to honor creativity and effectiveness in interactive
advertising, the IAB MIXX Awards have become the premier honor in
digital marketing. In 2014, Best-in-Show, the awards' top prize went to
Chipotle Mexican Grill and Creative Artists Agency for "The Scarecrow,"
a subtly branded content campaign that featured both an expertly
conceived video and a mobile game app. Last year's other IAB MIXX Award
winners included many of the most prominent brand marketers around the
world, including Nike, The Coca-Cola Company, and Jaguar as well as
leading agencies such as R/GA, AKQA, Wieden+Kennedy, Y&R, TBWA, and Big
Spaceship.
About the IAB
The Interactive Advertising Bureau (IAB) empowers the media and
marketing industries to thrive in the digital economy. It is comprised
of more than 650 leading media and technology companies that are
responsible for selling, delivering, and optimizing digital advertising
or marketing campaigns. Together, they account for 86 percent of online
advertising in the United States. Working with its member companies, the
IAB develops technical standards and best practices and fields critical
research on interactive advertising, while also educating brands,
agencies, and the wider business community on the importance of digital
marketing. The organization is committed to professional development and
elevating the knowledge, skills, expertise, and diversity of the
workforce across the industry. Through the work of its public policy
office in Washington, D.C., the IAB advocates for its members and
promotes the value of the interactive advertising industry to
legislators and policymakers. Founded in 1996, the IAB is headquartered
in New York City and has a West Coast office in San Francisco.
View source version on businesswire.com: http://www.businesswire.com/news/home/20150929005701/en/
[ Back To Homepage ]
|