Take It. and RPA for Surprising Monsters Calling Home
BRONZE: Universal Pictures, Universal Studios Home Entertainment, Ignited and Amazon Media Group for Dr.
Digital advertising pioneer Brad Brinegar, Chairman and CEO, McKinney, and Founding Chairman of the IAB Agency Advisory Board, led this years IAB MIXX Awards judging panel. Seuss The Lorax Lifecycle Campaign
Direct Response and Lead Generation
GOLD: Save Our Sons and Reactive, Finch, Havas, Red Agency for The Most Powerful Arm Ever Invented
GOLD: SEEK Volunteer and Leo Burnett Melbourne for Volunteer to Promote Volunteering
BRONZE: BMW North Americas BMW M and kbs+ for The Making of an M Print
Mobile Advertising
GOLD: Defence Force Recruiting, GPY&R Melbourne and VML for Mobile Medic
SILVER: Best Buy, CP+B and Razorfish for Tap Tap Revenge, Back to Campus and Holiday Mobile Campaign
BRONZE: Gatorade and OMD for Gatorade Bolt! Mobile Gaming Integration
Multicultural
GOLD: Unilevers Lifebuoy and SapientNitro for Global Handwashing Day 2012
SILVER: GMs Chevrolet, Verizon, Carat, ZenithOptimedia, and Telemundo Media for Mia Mundo (Season 1)
BRONZE: Procter & Gambles Secret and Starcom MediaVest Group for Secreteando
Not for Profit / Public Service
GOLD: SEEK Volunteer and Leo Burnett Melbourne for Volunteer to promote volunteering
SILVER: Movember, Made Man and Break Media for Movember 2012 Campaign
BRONZE: Unilevers Lifebuoy and SapientNitro for Global Handwashing Day 2012
Product Launch
GOLD: Adobeand Goodby, Silverstein & Partners for Marketing Myths
SILVER: Activision and OMD for Activision Call of Duty Black Ops II
BRONZE: Samsungs Galaxy Camera and Starcom MediaVest Group for Lifes A Photo. Take It. From advertising for Coca-Cola to eBay and BMW to HBOs Game of Thrones, I and all judges were enthralled and impressed by the energy and potential of the creative engines throughout our industry. For more information, please visitiab.net.
. The final new category of 2013, Cant Be Contained!, was established to capture out-of-the-box concepts that defy classification and cross creative thresholds. Placing special touchscreen vending machines with screening and filming capabilities in each country, Indian consumers were filmed purchasing a Coca-Cola, while simultaneously watching an image from a similar machine in Pakistan, and vice versa.
The award winners were chosen from a robust group of 106 submissions across 31 unique categories from 7 countries eclipsing the total nominees from the 2012 awards. The campaigns the judges reviewed formed one of the most dynamic and eye-catching field of competitors in years. Small World Machines became the most shared story in the history ofcoca-cola.com, proving Cokes brand value that what unites us is stronger than what sets us apart. They included Augmented Reality, Clicks-to-Bricks, Branded Utility, Content Marketing, Custom Mobile Rich Media Display, and IAB Standard Mobile Rich Media Display.
The finalists and winners were honored at the 2013 IAB MIXX Awards Gala at the Crowne Plaza Hotel in New York City, which is held at the conclusion of the preeminent two-day IAB MIXX Conference & Expo during Advertising Week.
NEW YORK–(BUSINESS WIRE)–The Interactive Advertising Bureaus (IAB) ninth annual IAB MIXX Awards winners were announced tonight at a gala that featured the interactive advertising pioneers, creatives, brands and agencies that push the digital industry to greater heights of engagement and impact year after year. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. John Hodgman, renowned TV personality, author and comedian hosted this years gala. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. These digital campaigns exemplify interactive marketing excellence, expanding the power, scope, impact and results that digital can bring to brands across the marketplace.
Cross-Media Integration
GOLD: Unilevers Axe and BBH New York for Susan Glenn
SILVER: Greenpeace Mexico and Circus DF for Toxic Tours
SILVER: Sprint and Team Sprint for Cinema
Cross-Platform Digital
GOLD: American Express and DigitasLBi for Welcome to Small Business Saturday
SILVER: American Honda Motor Co. During the three-day campaign, more than 10,000 attendees put aside their differences and became part of the live event, creating a multitude of connections across the border.
About the IAB MIXX Awards
Founded in 2005 to honor creativity and effectiveness in interactive advertising, and recognized as the benchmark for best-in-class campaigns and embodying leading-edge innovation, IAB MIXX Award-winning work inspires and educates the marketplace about the power to build brands digitally. Because only the best-of-the-best go home with a coveted IAB MIXX Award, the collection of work creates a valuable platform that furthers the IAB mission to educate the broader advertising and marketing industry about the powerful impact interactive has on the overall marketing mix.
In the unparalleled Oscars of digital advertising, the IAB MIXX award medalists surprised, delighted, wowed, and endlessly engaged us across multiple platforms, screens, devices and styles this year, said Brinegar.
The brands, agencies and creative innovators featured in this years IAB MIXX Awards program offered us a dazzling view of digital marketing ingenuity, said David Doty, Executive Vice President and CMO, IAB.
Signaling critical trends in the interactive marketplace, seven first-time categories were introduced to this years IAB MIXX Awards competition. To see the complete gallery of past award-winners, please visit iab.net/mixxawards/#pastwinnersgalleries
About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States.
This years most prestigious IAB MIXX Award – the Best-in-Show prize – went to The Coca-Cola Company and Leo Burnett Sydney and Chicago for their Small World Machines campaign, which set out to unite people in India and Pakistan in a moment of happiness. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactives share of total marketing spend, and of its members share of total marketing spend.
Social Marketing
GOLD: Cole Haan and BBH New York for #DontGoHome
GOLD: Mondelz Internationals OREO and 360i for OREO Daily Twist
SILVER: Kmart and Draftfcb Chicago for Ship My Pants
Special Innovation Category Cant Be Contained! (NEW)
GOLD: The Coca-Cola Company and Leo Burnett Sydney and Chicago for Small World Machines
SILVER: 20th Century Fox and Ignition Interactive for Prometheus Integrated Campaign
BRONZE: Big Boss Brewing Company and McKinney for The Last Barfighter
Tools, Tactics and Technologies Categories
Augmented Reality (NEW)
GOLD: BMW North Americas BMW i and kbs+ for A Window Into the Near Future
SILVER: Wonderbra and DigitasLBi France for Wonderbra Decoder
BRONZE: Cadillac and Fallon Worldwide for Cadillac ATS vs The World 3D: Chalk Mural
Brand Destination Site
GOLD: Toyota Tundra and Saatchi & Saatchi LA for Tundra Endeavour Campaign
SILVER: Google Australia, M&C Saatchi’s Mark and North Kingdom for Build With Chrome
BRONZE: The Lincoln Motor Company and Hudson Rouge for Hello Again: Beck 360 Experience
Branded Content
GOLD: Intel, Toshiba and Pereira & O’Dell for The Beauty Inside
SILVER: Paper Mate and PHD for World’s Most Stolen Pen
BRONZE: Bank of Americas Merrill Edge and Starcom MediaVest Group for Face Retirement
Branded Mobile Application
GOLD: Defence Force Recruiting, GPY&R Melbourne and VML for Mobile Medic
SILVER: JetBlue Airways and ROKKAN for The New JetBlue
BRONZE: Wonderbra and DigitasLBi France for Wonderbra Decoder
Custom Mobile Rich Media Display (NEW)
GOLD: Paramount Pictures Paranormal Activity 4, Joule, MEC, mNet, and Yahoo! for PA4 – Fake Video Phone Call
SILVER: BMW and Amobee for BMW Accelerates Engagement with Immersive 3D Mobile Ads
BRONZE: Land Rovers Range Rover and Wunderman for Elements of a Modern Legend iAd
Custom Rich Media Display
GOLD: Homecenter Sodimac and Mayo Draftfcb Chile for 5 Seconds
SILVER: Bank of Americas Merrill Edge and Starcom MediaVest Group for Face Retirement
BRONZE: HBO and PHD for Cinemax Banshee Launch
Digital Out-of-Home
GOLD: The Coca-Cola Company and Leo Burnett Sydney and Chicago for Small World Machines
SILVER: BMW North Americas BMW i and kbs+ for A Window Into the Near Future
SILVER: Samsung Telecommunications America and Razorfish for Samsung Share To Go
Games
GOLD: Mondelz International’s OREO, Carnival Labs and PikPok for OREO: Twist, Lick, Dunk
SILVER: Lowe’s and OMD for MyLowe’s Sims Social
BRONZE: Ford Motor Company, Team Detroit and Electronic Arts for 2013 Fusion Its in the Game
IAB Standard Mobile Rich Media Display (NEW)
GOLD: Chevrolet, Commonwealth, Zumobi, and Motor Trend for Chevrolet Drives Unprecedented Mobile Engagement
BRONZE: Renault, OMD and mobilike for New Renault Clio
IAB Standard Rich Media Display
GOLD: Miller Lite and DigitasLBi for Fantasy Football Smack Talk
SILVER: realtor.com and Pereira & O’Dell for Find it First
BRONZE: Johnson & Johnson, J3 and AOL for J&J Global Motherhood + Catapult Portrait Unit
Interactive Video
GOLD: Intel, Toshiba and Pereira & O’Dell for The Beauty Inside
SILVER: The Lincoln Motor Company and Hudson Rouge for Hello Again: Beck 360 Experience
BRONZE: Publicis Groupe and DigitasLBi France for The Human YouTube Player
Location-Based Advertising
GOLD: Procter & Gamble Nordics Gillette Venus and Saatchi & Saatchi Stockholm for Tag the Weather
SILVER: American Express and DigitasLBi for Welcome to Small Business Saturday
BRONZE: Jarritos and GSD&M for Jarritos SoCal Mobile Campaign
Mobile Brand Destination Site
BRONZE: Abercrombie & Fitch and R/GA for The A&F Forecast
BRONZE: Hyundai Santa Fe and Innocean USA for Santa Fe Find Your 7
Online Commercial
GOLD: eBay and DigitasLBi for eBay Thanks You
SILVER: Miller Lite and DigitasLBi for Fantasy Football Smack Talk
BRONZE: REI and OMDfor REI Multisport Camping
Search Marketing
GOLD: Swedish Chamber of Commerce and R/GA Stockholm for Get A Life!
SILVER: Chevrolet and iProspect for The 2014 Corvette Stingray Launch
BRONZE: Hilton Worldwide and iProspect for Big Vision & Flawless Execution on Centralized and Collaborative Search
Tablet Marketing
GOLD: Easy Way Language Center and Loducca for Easy Way Subtitles
Viral / Word-of-Mouth
GOLD: 20th Century Fox and Ignition Interactive for Prometheus Integrated Campaign
SILVER: Beats by Dr.
Congratulations to all the winners and finalists for the superlative work celebrated by the IAB MIXX Awards this year, said Randall Rothenberg, President and CEO, IAB. Brinegar guided the judging among the awards luminary lineup of 31 cross-industry panelists, which included leaders from throughout the world of advertising.
2013 IAB MIXX AWARD WINNERS
BEST-IN-SHOW: The Coca-Cola Company and Leo Burnett Sydney and Chicago for Small World Machines
Strategies and Objectives Categories
Brand Awareness and Positioning
GOLD: Big Boss Brewing Company and McKinney for The Last Barfighter
SILVER: Unilevers Dove and Ryan Partnership for Show Us Your Skin
BRONZE: PepsiCo and The Barbarian Group for Pepsi NEXT: The Extra Hour
Branded Utility (NEW)
GOLD: VicRoads and Visual Jazz Isobar for Unlock The Grid
SILVER: McCormick and R/GA for McCormick FlavorPrint
BRONZE: The Home Depot and SapientNitro for The Home Depot Appliance Experience
Business-to-Business
GOLD: Google Advertising Arts and 72andSunny for Art, Copy & Code Film
SILVER: American Express and DigitasLBi for Welcome to Small Business Saturday
BRONZE: Cisco Systems and Engauge, Goodby Silverstein & Partners, Mindshare, and The First Movement for Cisco and the Internet of Everything
Clicks-to-Bricks (NEW)
GOLD: American Express and DigitasLBi for Welcome to Small Business Saturday
SILVER: David Jones and Visual Jazz Isobar for Denim Seeks Soulmate
BRONZE: Taco Bell and DigitasLBi for Cool Ranch Doritos Locos Tacos
Content Marketing (NEW)
GOLD: HBO for Game of Thrones Enhanced Digital Experience
SILVER: The Coca-Cola Company and MRY for Coca-Cola Move to the Beat of London 2012″
BRONZE: Samsungs Galaxy Camera and Starcom MediaVest Group for Lifes A Photo. Dre and R/GA London for #showyourcolor
SILVER: Mondelz International’s OREO and 360i for The OREO Blackout Tweet
BRONZE: Kmart and Draftfcb Chicago for Ship My Pants
2013 IAB MIXX Awards Judges
Joining Brad Brinegar, this years distinguished judging panel included:
Arturo Aranda Creative Strategist, Global Creative Solutions, Facebook Jeff Benjamin Chief Creative Officer, JWT North America Lincoln Bjorkman Executive Vice Presidnt and Chief Creative Officer, DigitasLBi North America Ed Brojerdi President and Co-Chief Creative Officer, kbs+ Andreas Combuechen Chairman, Chief Executive Officer, and Chief Creative Officer, Atmosphere Proximity Emma Cookson Chairman, BBH North America Susan Credle Chief Creative Officer, Leo Burnett Brian DiLorenzo Executive Vice President and Chief Production Officer, McCann New York and Commonwealth Marjorie Dufek Director, Digital Marketing, Brown-Forman Corporation Jane Grenier Vice President, Integrated Strategy, Cond Nast Media Group Chet Gulland Head, Digital Strategy, Droga5 Laurie Koehler Consumer Campaigns Manager, Americas Marketing Group, Intel Corporation Nick Law Global Chief Creative Officer, R/GA Michael Lebowitz Founder and Chief Executive Officer, Big Spaceship Jean-Philippe Maheu Managing Director, Global Brand and Agency Strategy,Twitter Andy Markowitz Director, Global Digital Strategy, General Electric Company Chris Miller, Divisional Vice President, Global Brand Strategy and Innovation, Abbott Benjamin Palmer Co-Founder, Chief Executive Officer, and Chief Creative Officer, The Barbarian Group Lou Paskalis Senior Vice President, Enterprise Media Executive, Bank of America John Piontkowski General Manager, East Region, Microsoft Advertising Elizabeth Pizzinato Senior Vice President, Marketing and Communications, Four Seasons Hotels and Resorts Suzie Reider Head, Media Solutions, YouTube/Google David Roman Senior Vice President and Chief Marketing Officer, Lenovo Antonio Ruiz Partner, Communications Planning, The Vidal Partnership Alan Schulman Vice President and Chief Creative Officer, SapientNitro New York Baba Shetty Chief Strategy and Media Officer, DigitasLBi North America Shiv Singh Head, Global Brand and Marketing Transformation, Visa Marla Skiko Executive Vice President and Director, Digital Innovation, SMG Multicultural Rick Song Executive Vice President, National Digital Sales, Clear Channel Media + Entertainment Steve Wax Partner, Cooke&Co
2013 IAB MIXX Awards Sponsors
Premier Sponsor: Celtra
Title Sponsors: AT&T AdWorks, Batanga Media, Sparkpr, WildTangent Media
VIP Sponsors: AOL, Jivox, Mediaocean, Yahoo!
Supporting Sponsors: Clear Channel Media and Entertainment, OneSpot, YuMe
To view the complete gallery of 2013 IAB MIXX Award winners, go to iab.net/mixxawardsgallery. In a departure from last years awards, two overall themes were established to group all categories: Strategies and Objectives and Tools, Tactics and Technologies. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Once again, the boundaries of creativity, innovation and artistry have been redefined
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