73 Winners Span 31 Categories from 7 Nations, Embodying the Best Digital Marketing from the Industry’s Top Creatives & Brands
The Coca-Cola Company and Leo Burnett Sydney and Chicago Win Acclaimed
Best-in-Show Award for ‘Small World Machines’
NEW YORK – The Interactive Advertising Bureau’s (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.
“From advertising for Coca-Cola to eBay and BMW to HBO’s ‘Game of Thrones,’ I and all judges were enthralled and impressed by the energy and potential of the creative engines throughout our industry.”
This year’s 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. 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. 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. “Small World Machines” became the most shared story in the history of coca-cola.com, proving Coke’s brand value that what unites us is stronger than what sets us apart.
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. John Hodgman, renowned TV personality, author and comedian hosted this year’s gala.
Digital advertising pioneer Brad Brinegar, Chairman and CEO, McKinney, and Founding Chairman of the IAB Agency Advisory Board, led this year’s IAB MIXX Awards judging panel. Brinegar guided the judging among the awards’ luminary lineup of 31 cross-industry panelists, which included leaders from throughout the world of advertising.
“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. “Once again, the boundaries of creativity, innovation and artistry have been redefined. These digital campaigns exemplify interactive marketing excellence, expanding the power, scope, impact and results that digital can bring to brands across the marketplace.”
Signaling critical trends in the interactive marketplace, seven first-time categories were introduced to this year’s IAB MIXX Awards competition. They included Augmented Reality, Clicks-to-Bricks, Branded Utility, Content Marketing, Custom Mobile Rich Media Display, and IAB Standard Mobile Rich Media Display. The final new category of 2013, “Can’t Be Contained!,” was established to capture out-of-the-box concepts that defy classification and cross creative thresholds. In a departure from last year’s awards, two overall themes were established to group all categories: “Strategies and Objectives” and “Tools, Tactics and Technologies.”
“The brands, agencies and creative innovators featured in this year’s IAB MIXX Awards program offered us a dazzling view of digital marketing ingenuity,” said David Doty, Executive Vice President and CMO, IAB. “The campaigns the judges reviewed formed one of the most dynamic and eye-catching field of competitors in years.”
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.
“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. “From advertising for Coca-Cola to eBay and BMW to HBO’s ‘Game of Thrones,’ I and all judges were enthralled and impressed by the energy and potential of the creative engines throughout our industry.”
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: Unilever’s 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: Samsung’s Galaxy Camera and Starcom MediaVest Group for “Life’s A Photo. Take It.”
Cross-Media Integration
GOLD: Unilever’s 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. and RPA for “Surprising Monsters Calling Home”
BRONZE: Universal Pictures, Universal Studios Home Entertainment, Ignited and Amazon Media Group for “Dr. 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 America’s 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: Unilever’s Lifebuoy and SapientNitro for “Global Handwashing Day 2012”
SILVER: GM’s Chevrolet, Verizon, Carat, ZenithOptimedia, and Telemundo Media for “Mia Mundo (Season 1)”
BRONZE: Procter & Gamble’s 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: Unilever’s Lifebuoy and SapientNitro for “Global Handwashing Day 2012”
Product Launch
GOLD: Adobe and Goodby, Silverstein & Partners for “Marketing Myths”
SILVER: Activision and OMD for “Activision Call of Duty Black Ops II”
BRONZE: Samsung’s Galaxy Camera and Starcom MediaVest Group for “Life’s A Photo. Take It.”
Social Marketing
GOLD: Cole Haan and BBH New York for “#DontGoHome”
GOLD: Mondelēz International’s OREO and 360i for “OREO Daily Twist”
SILVER: Kmart and Draftfcb Chicago for “Ship My Pants”
Special Innovation Category – Can’t 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 America’s 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 America’s 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 Rover’s 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 America’s 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 America’s BMW i and kbs+ for “A Window Into the Near Future”
SILVER: Samsung Telecommunications America and Razorfish for “Samsung Share To Go”
Games
GOLD: Mondelēz 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 – It’s 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 Nordic’s 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 OMD for “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. Dre and R/GA London for “#showyourcolor”
SILVER: Mondelēz 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 year’s 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, Condé 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.
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. 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. 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.
