Brands & Agencies from Around the World Will Vie for Coveted Awards Which Celebrate Innovative & Pacesetting Interactive Advertising
NEW YORK, NY (August 10, 2015) — Creative ingenuity and effective execution defines the shortlist finalists for the 11th annual IAB MIXX Awards, revealed today by the Interactive Advertising Bureau (IAB). The roster of 121 select campaigns from 10 countries highlights best-in-class digital marketing that exemplifies what works across multiple interactive screens today, and signals what the future holds for the digital advertising landscape.
Michael Lebowitz, Founder and CEO of Big Spaceship, is serving as the chair for the 2015 IAB MIXX Awards, and winners will be selected by a cross-industry panel of 38 judges, featuring renowned agency creative luminaries, brand marketing powerhouses, and blue-chip publishers.
“This year’s nominees exemplify the best and the brightest across digital today – shining a spotlight on new technology, strong strategy and creative uses of data,” said Lebowitz. “Each of the finalists showcased a keen understanding of today’s digitally-focused consumer and took advantage of the deep experiences that can only be fully realized through an interactive medium.”
“The IAB MIXX Awards recognizes the game changers in interactive advertising – those who redefine creativity and innovation for our ever-evolving industry,” said David Doty, Executive Vice President and CMO, IAB. “This list of finalists celebrates visionary work that offers deep insights into how interactive marketing can excel in capturing consumers’ attention around the globe through the use of everything from mobile and video to data and multiple technologies.”
The finalists and winners will be honored this year at the 11th annual IAB MIXX Awards show, a dinner reception and celebration that is the culmination of the preeminent two-day IAB MIXX Conference held during Advertising Week in New York City. The 2015 event will take place at Tao Downtown on Tuesday, September 29.
Ensuring that the work showcased by the IAB MIXX Awards serves as an ongoing industry resource on best practices and emerging trends, the IAB captures noteworthy lessons from the year’s best work in its annual “What Works & Why: IAB MIXX Awards Insights Report.” The most recent installment of the report features case studies on select winning campaigns from 2014, alongside authoritative commentary from industry pioneers and influencers. To see the complete gallery of the 2014 award-winners, please visit iab.net/mixxawards/gallery2014/.
IAB MIXX AWARDS – 2015 Finalists
Strategies & Objectives
Brand Awareness and Positioning
Garnier USA & DigitasLBi New York for “#OneLessGirlProblem”
Beats by Dre & R/GA Los Angeles and PMG for “Beats by Dre #SoloSelfie”
GE & BBDO New York for “Enhance Your Lighting”
Aetna & Ogilvy & Mather and Neo@Ogilvy for “The 11 Initiative”
The ALS Association for “The ALS Ice Bucket Challenge”
Branded Content
P&G / Always & Leo Burnett Chicago, London, and Toronto and Starcom MediaVest Group for “#LikeAGirl”
GE & BBDO New York for “Enhance Your Lighting”
DrinkWise & Clemenger BBDO Melbourne for “How to Drink Properly”
Samsung & Big Spaceship for “It Doesn’t Take a Genius”
Sennheiser & McKinney for “Let Your Ears Be Loved”
Branded Utility
Land Rover China & Wunderman Shanghai for “Land Rover Visual Driving Experience”
Unilever / Lifebuoy & Mindshare and InMobi for “Lifebuoy Flood”
Spotify & Razorfish for “Spotify Time for Turkey”
Taco Bell & DigitasLBi for “Taco Bell Mobile Ordering App”
Novartis Pharmaceuticals & ARworks for “ViaOpta Daily”
Cross-Media Integration
P&G / Always & Leo Burnett Chicago, London, and Toronto and Starcom MediaVest Group for “#LikeAGirl”
SPC Ardmona / SPC & Leo Burnett Melbourne for “#MyFamilyCan”
Nike / Jordan Brand & Wieden+Kennedy for “RE2PECT”
Nike & Wieden+Kennedy for “Risk Everything”
Taco Bell & DigitasLBi San Francisco for “Taco Bell Blackout”
Data-Inspired Creative
The Sun & Wunderman UK for “Dream Team”
EA Sports / Madden & Grow, Heat, and Google Creative Partnerships for “EA Sports Madden GIFERATOR: A Google Art, Copy & Code Project”
IKEA Canada & Jungle Media for “IKEA #ShareTheBath”
P&G / Pantene & Arc Worldwide / Leo Burnett Chicago for “Pantene Haircast”
The Economist & UM London and Proximity London for “The Economist – Smart Data in Real Time”
Interactive Video
Edward Jones & Cramer-Krasselt for “Chatting Cage”
Intel Corporation & Arc Worldwide and Leo Burnett Chicago for “Get in the Mix with Ne-Yo”
Land Rover China & Wunderman Shanghai for “Land Rover Visual Driving Experience”
Netflix & Innovid for “Netflix – Spectrum Experience”
Patrón Spirits & Firstborn for “The Art of Patrón”
Mobile
Activision / Destiny & 72andSunny, Mediamonks, and OMD for “Destiny Planet View”
Union Station Kansas City & VML for “Living History at Union Station”
Taco Bell & DigitasLBi for “Taco Bell Mobile Ordering App”
Seven Network & Mnet Mobile and Mnet for “The Big Adventure”
Childhood Eye Cancer Trust & Wunderman UK for “The Next Photo”
Multicultural
Walmart & One Solution for “Holiday Hub remix ft. Chef Roble”
Heineken USA / Tecate & Starcom MediaVest Group for “Manfidence”
P&G / Pantene & Wunderman Guangzhou for “Pantene Praise Project”
Mi Escuelita Preschool & Dieste for “The Story of Emma”
Turkish Airlines & Native for “Turkish Airlines – Basukettoke”
Product Launch
Activision / Destiny & 72andSunny, Mediamonks, and OMD for “Destiny Planet View”
Comcast / XFINITY & Goodby Silverstein & Partners and MediaVest for “Emily’s Oz”
Sennheiser & McKinney for “Let Your Ears Be Loved”
Taco Bell & DigitasLBi San Francisco for “Taco Bell Blackout”
Mars, Inc. / Twix Bites & BBDO New York for “Twix Bites #TBT Campaign”
Public Service / Brand Citizenship
P&G / Always & Leo Burnett Chicago, London, and Toronto and Starcom MediaVest Group for “#LikeAGirl”
Dallas Pets Alive & Dieste for “Adoptable Trends”
Google and YouTube & 72andSunny and Big Spaceship for “Proud to Play”
Aetna & Ogilvy & Mather and Neo@Ogilvy for “The 11 Initiative”
The ALS Association for “The ALS Ice Bucket Challenge”
Social
Gap & Wieden+Kennedy for “#SpringIsWeird”
Mercedes-Benz USA & Razorfish for “Build a GLA on Instagram”
EA Sports / Madden & Grow, Heat, and Google Creative Partnerships for “EA Sports Madden GIFERATOR: A Google Art, Copy & Code Project”
Taco Bell & DigitasLBi San Francisco for “Taco Bell Blackout”
The ALS Association for “The ALS Ice Bucket Challenge”
Special Innovation Category
Can’t Be Contained!
Microsoft & Wunderman Tokyo for “Flowers and People”
Shell & MediaCom USA for “Power of Sport”
Samsung & The Barbarian Group and Cheil Worldwide for “Samsung CenterStage”
Tools, Tactics, and Platforms
Augmented Reality / Phygital
GM / Chevrolet Colorado & Isobar Australia for “CoDriver”
Toyota & 360i for “TeenDrive365”
Fiat Chrysler Automobiles / Jeep & Doner London for “Jeep Downhill Dash”
Union Station Kansas City & VML for “Living History at Union Station”
The CW & OMD for “S.T.A.R. Labs”
Brand Destination Site
Hyundai Motor America & Innocean USA for “#BecauseFutbol”
Sony Pictures Entertainment / 22 Jump Street & UM US and Woven for “M.C. State—College Raid”
PwC & Deutsch for “Extraordinary Challenges”
Google / Google Play & Big Spaceship for “Google Play Interstellar”
Microsoft & Wunderman Australia for “The Sound of Azure”
Branded Mobile Application
Target & 72andSunny for “Bullseye’s Playground”
Domino’s & CP+B for “iPad Ordering App”
AMP Capital & UM Sydney, Ensemble, and Mnet Mobile for “MyMacquarie”
Taco Bell & DigitasLBi for “Taco Bell Mobile Ordering App”
Turkcell & R/GA London for “Turkcell Healthmetre Application”
Business-to-Business
Adobe & Goodby Silverstein & Partners for “Adobe Advertising Week PSA”
Facebook & Innovision and Facebook for “Facebook Cannes 2015”
American Science & Engineering & White Rhino for “Meet MINI Z”
Symantec & Godfrey Q for “The Backup of Destiny”
Microsoft & Wunderman Australia for “The Sound of Azure”
Digital Audio
Unilever / Axe Black & Mindshare Turkey and mobilike for “Axe Black – Bring the Quiet”
Mack Avenue Records & NPR and XAPPmedia for “Cécile McLorin Salvant”
Lexus / NX & Team One and Pitchfork for “Pitchfork Radio presented by Lexus”
Sony Pictures Entertainment / Annie & UM US and Shazam for “ShazAnnie”
Microsoft & Wunderman Australia for “The Sound of Azure”
Digital Video Ad – IAB Rising Stars
Cricket Wireless & MEC, Argonaut, and Tremor Video for “2014 Holiday Campaign”
Turner Sports & Horizon and Innovid for “March Madness”
Netflix & Innovid for “Netflix – Spectrum Experience”
Fiat Chrysler Automobiles / Dodge & SapientNitro and Tremor Video for “Dodge Challenger Campaign”
State Farm & OMD and Are You a Human for “The Power of a Great Assist”
Direct Response and Lead Generation
BMW & kbs+ for “BMW’s Instagram Dealership”
GM / Cadillac & Leo Burnett Mexico for “Drive to the Unexpected”
Honda Australia / Jazz & Leo Burnett Melbourne for “Magic Mobile Drive-In”
Taco Bell & DigitasLBi San Francisco for “Taco Bell Blackout”
PUMA & DigitasLBi Boston for “The Official Bite Mark Jersey”
Display Ad – Custom
A+E Networks for “Epic Meal Empire”
Bonds & Clemenger BBDO Melbourne for “Make a Point for Breast Cancer”
Lexus & Team One and Microsoft for “Ride with the Other Me”
Paramount Pictures International & MEC Global for “Transformers Capture World Cup”
Bank of America & Starcom MediaVest Group for “WEF: Global Connections Ecosystem”
Display Ad – IAB Rising Stars
Mondelēz International / Ritz Crackers & MediaVest and Undertone for “Ritz ScreenShift”
Games
Dunkin’ Donuts & Hill Holliday and Trilia for “Dunkin’ Donuts Robot Unicorn Attack 2”
Vodafone & Mindshare for “Gaming Stars”
Sony Pictures Entertainment / CHAPPiE & UM US and Twitch for “The CHAPPiE Challenge”
Unilever / Paddle Pop & SapientNitro for “World of Paddle Pop”
Hasbro / NERF & OMD Turkey and Netcom Medya for “Zombie Strike & Rebelle Agent Tasks”
Innovative Use of Creative Optimization Ad Technology
Unilever / Axe Black & Mindshare Turkey and mobilike for “Axe Black – Bring the Quiet”
IKEA Canada & Jungle Media for “IKEA #ShareTheBath”
Johnson & Johnson / Neutrogena & UM and J3 for “Neutrogena 2xDerm Perfect Pairings”
Toyota Motor Sales USA & Saatchi & Saatchi LA for “Toyota Real World Conquesting”
Turkcell & mobilike for “Turkcell Plugged-in Targeting”
Interactive Out-of-Home
Google & PHD for “Androidify”
Molson Coors / Mad Jack & MEC Global for “Mad Jack’s Crazy Good Station Domination”
Samsung & The Barbarian Group and Cheil Worldwide for “Samsung CenterStage”
H&M & UM London for “The Box of Wang”
Merrell & Hill Holliday for “Trailscape”
Location-Based Advertising
Travelocity & McKinney for “How Far Am I from Sharks Right Now?”
IKEA Canada & Jungle Media for “IKEA #ShareTheBath”
Pernod Ricard / Jameson Irish Whiskey & 360i and Phear Creative for “Long Live the Shot”
Honda Australia / Jazz & Leo Burnett Melbourne for “Magic Mobile Drive-In”
smart USA & Razorfish for “Yo! Test Ride”
Mobile Brand Destination
Lexus / RC & Team One and Flipboard for “Crafted”
Emirates & Havas Media and Foursquare for “Dream Destinations”
Mikimoto & Rokkan for “Mikimoto America”
Samsung & Starcom MediaVest Group Turkey and mobilike for “Perfect Handwriting with S Pen”
Vodafone & Mindshare Turkey and mobilike for “Share Your Passion”
Mobile Display Ad – Custom
Fiat Chrysler Automobiles / Jeep & UM Detroit, SapientNitro, and Celtra for “Jeep Renegade 2015”
Showtime Networks & OMD for “Penny Dreadful Gyroscope Banners”
Porsche Cars North America & OMD Chicago and Celtra for “Porsche Sports Car 2014”
Turkcell & BPN Istanbul and mobilike for “Turkcell Offline Music”
Mondelēz International / Wheat Thins & AKQA, Opera Mediaworks, and Starcom MediaVest Group, and Celtra for “Wheat Thins”
Mobile Display Ad – IAB Rising Stars
Pandora Jewellery & Cream, Hearst Magazines UK, and Celtra for “Pandora Reactive Pull”
Mondelēz International / Ritz Crackers & MediaVest and Undertone for “Ritz ScreenShift”
Staples & Carat and Adcade for “Staples x Adcade Mobile Accelerator”
Native Advertising
Acura & Starcom MediaVest Group for “Acura’s ‘Build a TLX’ with a Tweet”
Mercedes-Benz USA & Razorfish for “Build a GLA on Instagram”
Capella University & Hill Holliday and Trilia for “Capella University FlexPath”
Shell & MediaCom USA for “Cities Energized”
Online Commercial
Gatorade & VML for “Be Like Mike”
GE & BBDO New York for “Enhance Your Lighting”
GEICO & The Martin Agency for “GEICO Unskippable Pre-Roll Campaign”
Kraft Foods Group / A.1. Sauce & CP+B for “New Friend Request”
Nike & Wieden+Kennedy for “The Last Game”
Search Marketing
Dallas Pets Alive & Dieste for “Adoptable Trends”
AutoZone & Ecselis and Havas Media for “AutoZone Solving for 2 Consumer Need States”
Unilever / Signal & Mindshare Turkey for “One Winning Smile Can Conquer All”
The Humane Society of the United States & Rokkan for “Don’t Buy into Puppy Mills”
Samsung & Starcom MediaVest Group for “The Power of Programmatic Search”
Wearables
3000 Miles to a Cure & Primacy for “3000 Miles to a Cure”
Norton by Symantec & Grey San Francisco for “Wearable Security”
Unilever / Rexona & Mindshare Turkey, Wanda Digital, and mobilike for “Who Does More?”
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.
The IAB MIXX Awards is open to marketers, advertising agencies, and media companies that have run any media, marketing or advertising element, or campaign that was carried out at some point during the qualifying period: April 1, 2014 through March 31, 2015. Full details are available at iab.net/mixxawards/about/rules.
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]