‘The ALS Ice Bucket Challenge’ Takes Coveted Best-in-Show Award
NEW YORK, NY (September 29, 2015) — 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 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 / Phygital
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 & 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 & 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 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: Mondelēz 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: Mondelēz 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 entreprenuer
- 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
- 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.
IAB Media Contact
Laura Goldberg
347.683.1859
[email protected]