Brands and Agencies from Around the World Cited for Outstanding Work That Stands Out in the Present and Sets the Pace For the Future
John Hodgman – Writer, Author, Humorist and TV Personality – to Host IAB Awards Gala on September 24
NEW YORK – Creative and innovative technological executions on the vanguard of digital marketing have been recognized today as the prestigious finalists in the ninth annual 2013 IAB MIXX Awards, which include 106 submissions spanning 31 categories and 17 countries. The finalists, announced by the Interactive Advertising Bureau (IAB) after weeks of review by a panel of industry leaders, represent the leading lights from agencies and brands capturing the best and brightest of today, while signaling the dynamic, cutting-edge digital marketing and advertising that the industry can expect tomorrow.
“From powerful work in familiar forms to efforts that stretch the boundaries of what we call ‘advertising,’ this year’s exceptional group of finalists show the way for all stakeholders in our industry.”
The finalists for this year’s IAB MIXX Awards were selected from a highly competitive total of submissions that eclipsed that of 2012, as more brands and agencies achieve and seek recognition for their pioneering efforts. Reflecting the innovative new opportunities made possible by emerging technologies now revolutionizing advertising and marketing, seven new categories were added this year to the competition.
“IAB MIXX Awards are a vibrant compass and a revealing canvas for illustrating the expansion of the present boundaries of interactive marketing as they push into new creative and technological territory,” said David Doty, Executive Vice President and CMO, IAB. “The ‘white heat’ generated by the nexus of campaign strategies, creative innovations, and consumer engagement makes this year’s awards shine brighter than ever. And while the 2013 IAB MIXX Awards celebrate outstanding achievement in digital marketing and advertising from the past year, they are really about pivoting to the future and unveiling the next iteration of creative online excellence.”
Digital advertising pioneer Brad Brinegar, Chairman and CEO, McKinney, and Founding Chairman of the IAB Agency Advisory Board, is chairing the 2013 MIXX Awards judging panel. Brinegar will be guiding this year’s judging among the awards’ luminary lineup of 31 cross-industry panelists, which include leaders from across the advertising realm.
“The MIXX Awards once again live up to its purpose: to foster and recognize the power of creativity in the digital space,” said Brinegar. “From powerful work in familiar forms to efforts that stretch the boundaries of what we call ‘advertising,’ this year’s exceptional group of finalists show the way for all stakeholders in our industry.”
The award categories are grouped into two new arenas: “Tools, Tactics, and Technologies” and “Strategies and Objectives,” with the seven new ones, including Augmented Reality, Branded Utility, Clicks-to-Bricks, Content Marketing, Custom Mobile Rich Media Display, IAB Standard Mobile Rich Media Display, and “Can’t Be Contained!,” for work that defies classification. This last category is designed to identify campaigns that push boundaries and point to the future of digital advertising. For the full list of categories, please visit: iab.net/mixxawards/entry_categories.
The finalists and winners are honored each year at the IAB MIXX Awards Gala, where the winners are announced at the culmination of the preeminent two-day IAB MIXX Conference & Expo Marketplace held during Advertising Week in New York City. The 2013 Gala will take place at the Crowne Plaza Hotel Times Square (1605 Broadway at 49th Street) on Tuesday, September 24, and will be hosted by John Hodgman, renowned TV personality, author, and comedian.
IAB MIXX AWARDS – 2013 FINALISTS
Tools, Tactics and Technologies Categories:
Augmented Reality (NEW)
BMW North America’s BMW i and kbs+ for “A Window Into the Near Future”
Cadillac and Fallon Worldwide for “Cadillac ATS vs The World 3D: Chalk Mural”
L’Oreal Maybelline, Brand Direct and Blippar for “Maybelline Colorshow Virtual Try-on”
Wonderbra and DigitasLBi France for “Wonderbra Decoder”
Brand Destination Site
BMW North America’s BMW ActiveE and kbs+ for “The Electronaut Effect”
Google Australia, M&C Saatchi’s Mark and North Kingdom for “Build With Chrome”
The Lincoln Motor Company and Hudson Rouge for “Hello Again: Beck 360° Experience”
Toyota Tundra and Saatchi & Saatchi LA for “Tundra Endeavour Campaign”
Branded Content
Bank of America’s Merrill Edge and Starcom MediaVest Group for “Face Retirement”
FIAT 500e and SapientNitro for “Environmentally Sexy”
Intel, Toshiba and Pereira & O’Dell for “The Beauty Inside”
Papermate and PHD for “World’s Most Stolen Pen”
PepsiCo and OMD for “Pepsi Max Test Drive”
Branded Mobile Application
Defence Force Recruiting, GPY&R Melbourne and VML for “Mobile Medic”
JetBlue Airways and ROKKAN for “The New JetBlue”
The CW Television Network and OMD for “Live Twitter Feed in a Magazine”
Wonderbra and DigitasLBi France for “Wonderbra Decoder”
Custom Mobile Rich Media Display (NEW)
BMW and Amobee for “BMW Accelerates Engagement with Immersive 3D Mobile Ads”
Hotels.com and Fetch for “Xtreme Booking”
Land Rover’s Range Rover and Wunderman for “Elements of a Modern Legend iAd”
Paramount Pictures’s Paranormal Activity 4, Joule, MEC, mNet, and Yahoo! for “PA4 – Fake Video Phone Call”
Custom Rich Media Display
Bank of America’s Merrill Edge and Starcom MediaVest Group for “Face Retirement”
HBO and PHD for “Cinemax Banshee Launch”
Homecenter Sodimac, Mayo and Draft FCB Chile for “5 Seconds”
Tourism New Zealand and Razorfish for “100% Middle-Earth, 100% Pure New Zealand”
Digital Out-of-Home
BMW North America’s BMW i and kbs+ for “A Window Into the Near Future”
The Coca-Cola Company and Leo Burnett Sydney and Chicago for “Small World Machines”
Samsung Telecommunications America and Razorfish for “Samsung Share To Go”
Save Our Sons, Reactive, Finch, Havas and Red Agency for “The Most Powerful Arm Ever Invented”
Games
Discovery and OMD for “Discovery Channel’s Gold Rush Season 3”
Ford Motor Company, Team Detroit and Electronic Arts for “2013 FUSION – IT’S IN THE GAME”
Lowe’s and OMD for “MyLowe’s Sims Social”
Mondelēz International’s OREO, Carnival Labs and PikPok for “OREO: Twist, Lick, Dunk”
IAB Standard Mobile Rich Media Display (NEW)
Chevrolet, Zumobi, Commonwealth and Motor Trend for “Chevrolet Drives Unprecedented Mobile Engagement with Zumobi Rich Media Campaign”
FOX and Media Storm for “Fox’s ’The Following’”
Mercedes Benz and OgilvyOne Worldwide for “The Mercedes Benz A Class”
Renault and OMD for “New Renault Clio”
IAB Standard Rich Media Display
Hyundai Santa Fe, TNT and INNOCEAN USA for “Hyundai x NBA – Beat The Pro”
J3/J&J and J3/AOL for “J&J Global Motherhood + Catapult Portrait Unit”
Miller Lite and DigitasLBi for “Fantasy Football Smack Talk”
realtor.com and Pereira & O’Dell for “Find it First online advertising”
Interactive Video
Hyundai Santa Fe and INNOCEAN USA for “Santa Fe Find Your 7”
Intel. Toshiba and Pereira & O’Dell for “The Beauty Inside”
Publicis Groupe and DigitasLBi France for “The Human YouTube Player”
REI and OMD for “REI Multisport Camping”
The Lincoln Motor Company and Hudson Rouge for “Hello Again: Beck 360° Experience”
Location-Based Advertising
American Express and DigitasLBi for “Welcome to Small Business Saturday”
Jarritos and GSD&M for “Jarritos SoCal Mobile Campaign”
Procter & Gamble Nordic’s Gillette Venus and Saatchi & Saatchi Stockholm for “Tag the Weather”
Samsung’s Smart TV and Starcom MediaVest Group for “Smart-Fencing”
Mobile Brand Destination Site
Abercrombie & Fitch and R/GA for “The A&F Forecast”
American Honda Motor Co. and RPA for “Honda Mobile Site”
Gucci and Huge for “Gucci Mobile Website”
Hyundai Santa Fe and INNOCEAN USA for “Santa Fe Find Your 7”
Online Commercial
eBay and DigitasLBi for “eBay Thanks You”
Miller Lite and DigitasLBi for “Fantasy Football Smack Talk”
realtor.com and Pereira & O’Dell for “Find it First Online Advertising”
REI and OMD for “REI Multisport Camping”
Search Marketing
Chevrolet and iProspect for “The 2014 Corvette Stingray Launch: An Omni-Channel Approach Accelerates Awareness”
Hilton Worldwide and iProspect for “Big Vision & Flawless Execution on Centralized and Collaborative Search”
Swedish Chamber of Commerce and R/GA Stockholm for “Get A Life!”
Volkswagen and MediaCom for “Get Happy, Get Views”
Tablet Marketing
Avis and Starcom MediaVest Group for “Avis — It’s Your Space”
Bose and Mullen for “Bose AE2w Bluetooth Headphones”
Discovery and OMD for “Discovery Channel’s Gold Rush Season 3”
Easy Way Language Center and Loducca for “Easy Way Subtitles”
Viral / Word-of-Mouth
Beats by Dr. Dre and R/GA London for “Beats by Dr. Dre #showyourcolor”
Kmart and Draftfcb Chicago for “Ship My Pants”
Frito-Lay and OMD for “Do Us a Flavor”
Mondelēz International’s OREO and 360i for “The OREO Blackout Tweet”
Prometheus and Ignition Interactive for “Prometheus Integrated Campaign”
Strategies and Objectives Categories:
Brand Awareness and Positioning
Big Boss Brewing Company and McKinney for “The Last Barfighter”
Clinique and Ignited, iProspect, and Gluttony for “Chubby Stick Moisturizing Lip Colour Balm”
PepsiCo and The Barbarian Group for “Pepsi NEXT: The Extra Hour”
Unilever’s Dove and Ryan Partnership for “Show Us Your Skin”
Branded Utility (NEW)
BMW North America’s BMW ActiveE and kbs+ for “The Electronaut Effect”
McCormick and R/GA for “McCormick FlavorPrint”
The Home Depot and SapientNitro for “The Home Depot Appliance Experience”
VicRoads and Visual Jazz Isobar for “Unlock The Grid”
Business-to-Business
American Express and DigitasLBi for “Welcome to Small Business Saturday”
Cisco Systems and Engauge, Goodby Silverstein & Partners, Mindshare, and The First Movement for “Cisco and the Internet of Everything”
Google Advertising Arts and 72andSunny for “Art, Copy & Code Film”
The UPS Store and Doner for “Small Business Gateway”
Clicks-to-Bricks (NEW)
American Express and DigitasLBi for “Welcome to Small Business Saturday”
David Jones and Visual Jazz Isobar for “Denim Seeks Soulmate”
Land Rover and Mindshare for “Driving Viewers to Dealers”
Taco Bell and DigitasLBi for “Cool Ranch Doritos Locos Tacos”
Content Marketing (NEW)
The Coca-Cola Company and MRY for “Coca-Cola Move to the Beat of London 2012″”
HBO for “Game of Thrones Enhanced Digital Experience”
Nintendo of America and A Squared Group for “Wii U Video Challenge”
Samsung’s Galaxy Camera and Starcom MediaVest Group for “Life’s A Photo. Take It.”
Cross-Media Integration
American Express and DigitasLBi for “Welcome to Small Business Saturday”
GREENPEACE MEXICO and Circus DF for “TOXIC TOURS”
Sprint and Team Sprint for “Cinema”
Unilever’s Axe and BBH New York for “Susan Glenn”
Cross-Platform Digital
American Express and DigitasLBi for “Welcome to Small Business Saturday”
American Honda Motor Co. and RPA for “Surprising Monsters Calling Home”
Dr. Seuss’ The Lorax, Universal Pictures, Universal Studios Home Entertainment, Ignited and Amazon Media Group for “Dr. Seuss’ The Lorax Theatrical and Home Entertainment Lifecycle Campaign””
Kia Motors and Initiative for “2013 Kia Motors Super Bowl Sorento Campaign ‘Space Babies’”
Direct Response and Lead Generation
BMW North America’s BMW M and kbs+ for “The Making of an M Print”
San Francisco Giants and MLB Advanced Media for “GIANT Strides in Online Ticket Sales”
Save Our Sons, Reactive, Finch, Havas, Red Agency for “The Most Powerful Arm Ever Invented”
SEEK Volunteer and Leo Burnett Melbourne for “Volunteer to Promote Volunteering”
Mobile Advertising
Best Buy, CP+B and Razorfish for “Tap Tap Revenge, Back to Campus and Holiday Mobile Campaign”
Defence Force Recruiting, GPY&R Melbourne and VML for “Mobile Medic”
Discovery and OMD for “Discovery Channel’s Gold Rush Season 3”
Gatorade and OMD for “Gatorade Bolt! Mobile Gaming Integration”
Multicultural
GM’s Chevrolet, Verizon and Starcom MediaVest Group for “Mia Mundo (Season 1)”
Heineken USA, Dieste Inc and Cultur8 for “UEFA Champions League Epic Party”
Procter & Gamble’s Secret and Starcom MediaVest Group for “Secreteando”
Unilever’s Lifebuoy and SapientNitro for “Global Handwashing Day 2012”
Not for Profit / Public Service
Movember, Made Man and Break Media for “Movember 2012 Campaign”
SEEK Volunteer and Leo Burnett Melbourne for “Volunteer to promote volunteering”
Unilever’s Lifebuoy and SapientNitro for “Global Handwashing Day 2012”
United States Olympic Committee and VML and Y&R NY for “Raise Our Flag”
Product Launch
Activision and OMD for “Activision Call of Duty Black Ops II”
Adobe and Goodby, Silverstein & Partners for “Marketing Myths”
FIAT 500e and SapientNitro for “Environmentally Sexy”
Samsung’s Galaxy Camera and Starcom MediaVest Group for “Life’s A Photo. Take It.”
Social Marketing
Cole Haan and BBH New York for “#DontGoHome”
Kmart and Draftfcb Chicago for “Ship My Pants”
Microsoft’sBing and Starcom MediaVest Group for “Most Shareworthy”
Mondelēz International’s OREO and 360i for “OREO Daily Twist”
Special Innovation Category – Can’t Be Contained! (NEW)
Big Boss Brewing Company and McKinney for “The Last Barfighter”
The Coca-Cola Company and Leo Burnett Sydney and Chicago for “Small World Machines”
ESPN’s X Games and SapientNitro for “The HypeMeter”
Newsweek and Hill Holliday for “Mad Men”
Procter & Gamble’s Duracell and Starcom MediaVest Group for “Do You Want Duracell With That?”
Prometheus and Ignition Interactive for “Prometheus Integrated Campaign”
The CW Television Network and OMD for “The CW Network Live Twitter Feed in a Magazine”
Lowe’s, Vicks, Scottrade, Snickers, Visa and OMD and BBDO (Lowe’s); SMG United and Possible Media (Vicks); Markit on Demand (Scottrade); Digitas and BBDO (Snickers);and OMD and Proximity (Visa) for “Yahoo! Smart Ads for Fantasy Football”
Walt Disney Pictures, Crackle,Innovid and 4D for “cRoll Oz The Great and Powerful Interactive Video Campaign”
Founded in 2005 to honor creativity and effectiveness in interactive advertising, the IAB MIXX Awards have become the premier honor in digital marketing. The 2012 MIXX Award winners included many of the most prominent brand marketers in the United States, including Chevrolet, Google, Unilever (AXE), Pfizer, Nike, FedEx and American Express, as well as leading agencies such as BBH New York, CP+B, Digitas, john st., R/GA, McKinney, and TBWA\Chiat\Day. In 2012, Sherwin-Williams took home Best-in-Show, the gala’s top prize, for “Chip It!,” a campaign that drove business results and delivered value to users by empowering them with creative assets and technology to create and curate colorful ideas.
To view the complete gallery of the 2012 MIXX category award winners, please visit iab.net/mixxawards/gallery2012. To see the gallery of all past award-winners, please visit iab.net/mixxawards/#pastwinnersgalleries
The IAB MIXX Awards are open to marketers, advertising agencies, and media companies that have run any media, marketing or advertising element, or campaign that was carried out during the qualifying period: April 1, 2012 through March 31, 2013. Full details are available at iab.net/mixxawards/about/rules.
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. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit iab.net.
