REI and Venables Bell & Partners’ ‘#OptOutside’ Awarded Best-In-Show
Lockheed Martin, McCann, UM New York, Weber Shandwick, Momentum Worldwide, and Framestore VR Studio Receive Special Mention for Technology…Re-Imagined for Their Work on ‘The Field Trip to Mars’
NEW YORK, NY (September 27, 2016) — The Interactive Advertising Bureau (IAB) today revealed the recipients of the international 2016 IAB MIXX Awards at an annual dinner and celebration honoring today’s best and brightest in digital advertising. The winning work raises the bar for innovation in interactive marketing and points to a dynamic future for the industry.
The biggest accolade of the evening went to REI and Venables Bell & Partners, which took the coveted Best-in-Show for “#OptOutside,” a viral social media campaign inspiring consumers to take part in outdoor activities instead of retail shopping on Black Friday—a message further enforced by REI’s day-of store closure.
Lockheed Martin, McCann, UM New York, Weber Shandwick, Momentum Worldwide, and Framestore VR Studio earned the Special Mention for Technology…Re-Imagined award, specifically created this year to honor “The Field Trip to Mars.” It recognizes the campaign for its first-of-its-kind innovative execution that transforms a school bus into an immersive virtual reality experience and adds a dimension of making VR “social,” something the jury, comprised of experts in creativity, brand and media, believes is fundamental to the future of digital marketing.
“The IAB MIXX Awards showcases the power of digital and its ability to transform advertising into a deftly rich and unifying storytelling experience,” said Randall Rothenberg, President and CEO, IAB. “We look forward to seeing how this year’s elite work will inspire tomorrow’s interactive marketing campaigns.”
Matt Murphy, Partner and Executive Creative Director, 72andSunny, served as Jury Chair for this year’s 12th annual MIXX Awards and oversaw a panel of 33 industry leaders representing preeminent marketers, agencies, and publishers.
“The winners bring to light the power of today’s digital advertising – that it can ignite cultural change,” said Murphy. “Campaigns which received top honors elevated their message with never-before-used tactics, prompting their audience to interact in tangible and meaningful ways.”
“The IAB MIXX Awards honors those digital marketing campaigns which dare, utilizing pioneering techniques to reach audiences in increasingly compelling and socially driven ways,” said David Doty, Executive Vice President and CMO, IAB. “We were thrilled to see so much innovative work entered into the awards and tonight we are honored to celebrate the exemplary marketing that represent the best of today’s industry.”
IAB MIXX Awards Winners
BEST-IN-SHOW: REI & Venables Bell & Partners for “#OptOutside”
SPECIAL MENTION FOR TECHNOLOGY…RE-IMAGINED: Lockheed Martin & McCann and UM New York, Weber Shandwick, Momentum Worldwide, and Framestore VR Studio for “The Field Trip to Mars”
Brand Strategies & Objectives
Brand Awareness and Positioning
GOLD: REI & Venables Bell & Partners for “#OptOutside”
SILVER: Netflix & MEC and BBH New York for “House of Cards FU 2016”
Branded Citizenship/Cause-Marketing
GOLD: Hefty & Havas Worldwide Chicago for “#SaidNoSchoolEver”
SILVER: P&G’s Always & Starcom, Leo Burnett Chicago, and MSLGROUP for “#LikeAGirl: Girl Emojis”
BRONZE: Paul & UM and McCann Romania for “Bittersweet Pies”
Branded Content
GOLD: Mondelēz International’s Lacta & OgilvyOne Worldwide Athens for “Love Like There’s No Tomorrow”
SILVER: GE & BBDO New York for “GE Podcast Theatre Presents: The Message”
BRONZE: Samsung Electronics America & Starcom and 72andSunny for “Rihanna’s ANTIdiaRy”
Branded Utility
GOLD: Sherwin-Williams & McKinney for “The Most Colorful Search Ever”
SILVER: Reynolds Wrap & Havas Worldwide Chicago for “Reynolds Endless Table”
BRONZE: Unilever’s Dove Hair & Mindshare for “Dove Love Your Curls Emojis Keyboard”
Business-to-Business
GOLD: Lenovo & Traction for “Users Happen”
SILVER: Boeing & Discovery Communications, The Documentary Group, and Initiative for “#THEAGEOFAEROSPACE”
BRONZE: Xerox & Y&R New York for “Work Can Work Better”
Cracking the Code
GOLD: BAE Systems & Team BAE for “The Puzzle”
SILVER: Untold Festival and National Institute of Blood Transfusion & UM and McCann Romania for “Pay With Blood”
Data-Inspired Creative
GOLD: Mars Chocolate Australia’s Snickers & Clemenger BBDO Melbourne for “Hungerithm”
SILVER: Netflix & Circus for “Social Trailers”
BRONZE: Microsoft & Wunderman Seattle for “Your Xbox Year in Review”
Digital to Destination
GOLD: Red Roof Inn & 360i for “From Brake Lights To Rested Nights”
SILVER: Mars Chocolate Australia’s Snickers & Clemenger BBDO Melbourne for “Hungerithm”
Direct Response and Lead Generation
GOLD: Reese’s & UM, Havas Worldwide, and Arnold Worldwide for “#AllTreesAreBeautiful”
SILVER: Mars Chocolate Australia’s Snickers & Clemenger BBDO Melbourne for “Hungerithm”
BRONZE: Airbnb & Starcom and TBWA\Chiat\Day LA for “Love This? Live There.”
Internet of Things
SILVER: Whirlpool & DigitasLBi for “Connect To Care”
BRONZE: Unilever’s Degree & Mindshare for “Every Move Counts”
BRONZE: Yumit Company & Wunderman Buenos Aires for “Yumit”
Live Experience Integration
GOLD: Samsung Electronics & McKinney for “Samsung 4D VR Thrill Ride”
SILVER: Google & 72andSunny, Nexus Interactive Arts, Red & Co, Swift + Possible, and Full Picture for “Made with Code: LED Dress”
BRONZE: Dunkin’ Donuts & Hill Holliday for “Dunkin’ Donuts Summer Soundtrack”
Multicultural
SILVER: ShanghaiPRIDE 2015 & Wunderman Shanghai for “Hold the Hands of the One You Love”
BRONZE: P&G’s COVERGIRL & NBCUniversal Hispanic Group and Starcom for “COVERGIRL & Latin American Music Awards”
Omni-Channel Storytelling/Cross-Media Integration
GOLD: Fox Home Entertainment & Armed Mind, Think Jam, Allison + Partners, Hi5, and Zenith for “Deadpool Gets Busy”
GOLD: Pacific Brands’ Bonds & Clemenger BBDO Melbourne for “The Boys”
SILVER: Netflix & MEC and BBH New York for “House of Cards FU 2016”
BRONZE: Samsung Electronics America & 72andSunny and Starcom for “Rihanna’s ANTIdiaRy”
Physical-Digital Integration
GOLD: Lockheed Martin & McCann and UM New York, Weber Shandwick, Momentum Worldwide, and Framestore VR Studio for “The Field Trip to Mars”
SILVER: PayPal and Airbnb & CP+B LA for “Meet Halfway”
BRONZE: Samsung Electronics & McKinney for “Samsung 4D VR Thrill Ride”
Product Launch
SILVER: Microsoft & Wunderman Seattle for “Halo 5 Guardians Puzzle”
BRONZE: Dunkin’ Donuts & DigitasLBi for “#WTFast: Integrated”
Public Service
GOLD: The Ad Council & R/GA for “Love Has No Labels”
SILVER: Headspace & Leo Burnett Melbourne for “Reword”
SILVER: Lost-n-Found Youth & DigitasLBi for “The Future of Hate, Stop HB 757”
Social – Community Building
GOLD: REI and Venables Bell & Partners for “#OptOutside”
SILVER: The Ad Council & Goodby, Silverstein & Partners for “I Am A Witness”
BRONZE: HBO’s Game of Thrones & 360i for “#CatchDrogon”
Social – Influencer Marketing
GOLD: Fox Home Entertainment for “Ryan Reynolds IS Deadpool”
SILVER: Taco Bell & ZEFR, DigitasLBi, and Deutsch for “Taco Bell Quesalupa”
BRONZE: Dunkin’ Donuts & Hill Holliday for “DDFieldPass: Excessive Celebrations”
Social – Real-Time Engagement
GOLD: Beats by Dre & PMG and R/GA for “Straight Outta Somewhere”
SILVER: Reese’s & UM, Havas Worldwide, and Arnold Worldwide for “#AllTreesAreBeautiful”
BRONZE: Krylon & Deutsch for “The First Ever Pinterest Yard Sale”
BRONZE: Gatorade & VML for “The Super Bowl Dunk”
Brand Tactics and Tools
Branded Site
GOLD: Google & 72andSunny, Unit9, Disney, Industrial Light & Magic, and Lucasfilm for “Lightsaber Escape: A Chrome Experiment”
SILVER: U.S. Army & McCann Worldgroup, led by UM, for “Cryptaris Mission”
BRONZE: Sony Music Entertainment’s Legacy Recordings & Havas Worldwide New York for “Bob Dylan: Studio A Revisited”
BRONZE: Netflix’s Narcos & WSJ. Custom Studios and MEC Digital for “Cocainenomics”
Creative Optimization Ad Technology
GOLD: Mars, Inc.’s IAMS & Starcom for “Every Dog Deserves the Right Nutrition”
SILVER: letgo & CP+B Miami for “Commercializer”
BRONZE: Media Markt & Opera Mediaworks and Isobar Turkey for “Wish Delivery Ad”
Digital Audio
GOLD: GE & BBDO New York for “GE Podcast Theatre Presents: The Message”
SILVER: Mars Chocolate North America’s Snickers Crisper & BBDO New York for “Starving Artists”
BRONZE: Adobe & Goodby, Silverstein & Partners for “Audio White Papers”
Display Ad
GOLD: Netflix’s Narcos & AvatarLabs for “Narcos Season 1 Online Media”
SILVER: Moen & Contobox for “Moen Reflex Faucet Campaign”
BRONZE: Disney & AvatarLabs for “The Jungle Book YouTube Masthead”
Geo-Targeting/Local
GOLD: Energizer’s EcoAdvanced & MEC for “Energizer EcoAdvanced”
SILVER: Dunkin’ Donuts & Trilia Media and Hill Holliday for “Dunkin’ Donuts Waze Partnership”
Interactive Out-of-Home
GOLD: Pacific Brands’ Bonds & Clemenger BBDO Melbourne for “The Boys”
SILVER: Canon USA & 360i for “Photo Coach”
BRONZE: Google & 72andSunny, Novalia, and Monster Media for “Vote For A Better Bay Area”
Mobile – Branded App
SILVER: Oscar Mayer & 360i for “Sizzl”
BRONZE: Miami HEAT & SapientNitro for “Miami HEAT App”
Mobile – Branded Games
GOLD: Google & 72andSunny, Unit9, Disney, Industrial Light & Magic, and Lucasfilm for “Lightsaber Escape: A Chrome Experiment”
SILVER: Microsoft & Wunderman Seattle for “Halo 5 Guardians Puzzle”
BRONZE: Paramount Pictures International & MEC, Avatar Labs, and Phunware for “Mission: Impossible – Rogue Nation”
Mobile – Branded Site
GOLD: Google & 72andSunny, Unit9, Disney, Industrial Light & Magic, and Lucasfilm for “Lightsaber Escape: A Chrome Experiment”
SILVER: Cinemax’s Outcast & Campfire at SapientNitro for “Outcast Interactive Trailer – Mobile”
BRONZE: Target & 72andSunny for “The Holiday Odyssey: A Storybook”
Mobile – Display Ad
GOLD: Samsung Electronics & Opera Mediaworks and Starcom Turkey for “Fill the Banner”
SILVER: L’Oréal’s EverPure Cleansing Balm & PadSquad for “L’Oréal Hair’Spiration Cards”
BRONZE: Lexus & AOL and Team One for “Lexus RX Vertical VideoPlus Swipe”
Native
GOLD: Reynolds Wrap & Havas Worldwide Chicago for “Reynolds Endless Table”
SILVER: Charity Water & DigitasLBi for “UnTasty Dishes”
BRONZE: Sony Pictures Entertainment’s Spectre & UM for “Bond… James Bond: A Snapchat Secret”
Search
GOLD: Intel Corporation & iProspect for “PC Refresh 2.0”
SILVER: TD Bank Group & Media Experts for “TD Bank New to Bank Cash Offer”
BRONZE: Pegasus Airlines & HYPE for “Pegasus Plus: To be or not to be”
Video – Interactive Video Ad
GOLD: Disney & Opera Mediaworks for “The Jungle Book Instant-Play HD Mobile Video Ad”
SILVER: Hotels.com & CP+B London for “Skipping Ads”
BRONZE: Lean Cuisine & Innovid and Huckleberry Agency for “Taste It All”
Video – Online Commercial
GOLD: Pacific Brands’ Bonds & Clemenger BBDO Melbourne for “The Boys”
SILVER: The Ad Council & R/GA for “Love Has No Labels”
BRONZE: Hyundai Motor America & INNOCEAN USA for “Skip”
Virtual and Augmented Reality
GOLD: Lockheed Martin & McCann and UM New York, Weber Shandwick, Momentum Worldwide, and Framestore VR Studio for “The Field Trip to Mars”
SILVER: Gatorade & VML for “The Super Bowl Dunk”
BRONZE: GE & T Brand Studio and Giant Spoon for “GE Virtual Reality”
2016 IAB MIXX AWARDS JURY
Joining Jury Chair Matt Murphy, Partner and Executive Creative Director, 72andSunny, the 2016 judging panel included:
Agency leaders:
- Jeff Benjamin – Founder, Disco
- Lincoln Bjorkman – Global Chief Creative Officer, Wunderman
- Brad Brinegar – Chairman and Chief Executive Officer, McKinney
- Vida Cornelious – Executive Vice President and Chief Creative Officer, Walton Isaacson
- Scott Donaton – Chief Content Officer, DigitasLBi
- Sebastian Garin – Executive Creative Director, Grupo Gallegos
- Richard Guest – President, North America, Tribal Worldwide
- Judy John – CEO and Chief Creative Officer, Leo Burnett Canada
- Kim Kadlec – President, Global Client Solutions, Publicis Groupe
- Nick Law – Vice Chairman and Global Chief Creative Officer, R/GA
- Pete Lerma – Founder and Principal, Richards/Lerma
- Pierre Lipton – Chief Creative Officer, 360i
- Tom Markham – Executive Vice President, Executive Creative Director, BBDO NY
- Erik Rogstad – Managing Director, AKQA
- Rosemarie Ryan – Co-Founder, Co-CEO, co:collective
- Ciro Sarmiento – Chief Creative Officer, Dieste
- Joyce King Thomas – Chairman and Chief Creative Officer, McCann XBC
- Debbi Vandeven – Global Chief Creative Officer, VML
- Steve Wax – Partner, Chief Narratologist, The Cooke Wax Partnership
Brand marketers:
- Maryam Banikarim – Global Chief Marketing Officer, Hyatt Hotel Corporation
- Andy Goldberg, Chief Creative Officer, GE
- Jack Haber – Former Vice President, Global Advertising and Digital, Colgate-Palmolive Company
- Brian King – Global Officer, Marriott Signature Brands & Global Sales, Marriott International
- Laurie Koehler – Former Brand Experience Director, Intel Corporation
- Jonathan Mildenhall – Chief Marketing Officer, Airbnb
- Lou Paskalis – Senior Vice President, Enterprise Media Executive, Bank of America
- David Roman – Senior Vice President and Chief Marketing Officer, Lenovo
- Shiv Singh – Head, Global Brand Marketing and Transformation, Visa
Publishers:
- Jack Bamberger – Senior Vice President, Global Head of Agency Development, AOL
- Pat Connolly – Senior Vice President, Head of Strategy, 23 Stories x Condé Nast
- Alex Lord – Senior Director, Global Ad Creative Technology, Yahoo
- Suzie Reider – Managing Director, Brand Solutions, Google~YouTube
- Derek Scott – Creative Lead, Facebook Creative Shop
To view the complete gallery of 2016 IAB MIXX Award winners, go to iab.com/mixxawards/gallery2016.
Jivox and iHeart Media are the VIP Sponsors and SteelHouse is the Supporting Sponsor for this year’s IAB MIXX Awards, held at Tao Downtown in New York City.
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 2015, Best-in-Show, the awards’ top prize went to ALS Association for “The ALS Ice Bucket Challenge,” a campaign with a cause-related message and call-to-action that were optimized through the power of digital distribution, resulting in hundreds of thousands of Facebook and Twitter posts, as well as millions of dollars to benefit the organization’s efforts. Last year’s other IAB MIXX Award winners included many of the most prominent brand marketers around the world, including Taco Bell, Unliver, IKEA Candada, and Toyota, as well as leading agencies such as BBDO, DigitasLBi, Razorfish, Starcom MediaVest Group, and Wieden+Kennedy.
About 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. There are 42 IABs licensed to operate in nations around the world and one regional IAB, in Europe. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco.
IAB Media Contact
Laura Goldberg
347.683.1859
[email protected]