Chipotle Mexican Grill and Creative Artists Agency Take Best-in-Show Award for ‘The Scarecrow’
American Express Celebrated as Most Awarded Brand & DigitasLBi Honored as Most Awarded Agency in IAB MIXX Awards’ 10-Year History
NEW YORK – The Interactive Advertising Bureau (IAB) has announced the winners of the tenth annual IAB MIXX Awards. The winners were unveiled tonight at the 2014 IAB MIXX Awards Show in New York City during a celebration attended by leading interactive advertising professionals from brands and agencies from around the world.
“This year’s crop of IAB MIXX Awards winners includes groundbreaking creativity that is pushing the envelope”
The exceptional creative honored at this annual gathering pushes the boundaries of interactive, illustrating the endless potential that digital offers marketers. This year’s most prestigious IAB MIXX Award—the Best-in-Show prize—went to Chipotle Mexican Grill and Creative Artists Agency for their campaign “The Scarecrow.” Inspired by the idea of bringing wholesome, sustainable food to the American consumer, the campaign cleverly blended an app-based game and an animated short film, garnering accolades for its successful engagement of the brand’s target audience.
Digital advertising pioneer Jeff Benjamin, Chief Creative Officer, JWT North America, spearheaded this year’s IAB MIXX Awards jury. As its Chairman, Benjamin oversaw a panel of industry thought leaders who closely reviewed and appraised hundreds of interactive campaigns and programs from across the globe.
“This year’s crop of IAB MIXX Awards winners includes groundbreaking creativity that is pushing the envelope,” said Randall Rothenberg, President and CEO, IAB. “They represent digital marketing at its best, solidifying brands’ active participation in how digital can reach and move consumers.”
The IAB MIXX Awards, reaching its 10-year anniversary milestone, featured an additional honor to celebrate ongoing creativity among brands and agencies, recognizing American Express as the “Most-Awarded” marketer and DigitasLBi as the “Most-Awarded” agency in the history of the awards program.
In addition, three new categories were added to this year’s IAB MIXX Awards competition to put the spotlight on critical trends emerging in the interactive marketplace. They include Data-Inspired Creative;, Native Advertising, and IAB Rising Star Digital Video Ad.
“The brands and agencies we recognized in the tenth annual IAB MIXX Awards program impressed us by their ability to explore the many opportunities that today’s digital marketing formats make possible,” said David Doty, Executive Vice President and CMO, IAB. “They represent how ad tech has evolved, even improved, what advertising can accomplish. In addition, the success of American Express and DigitasLBi, the ‘Most-Awarded’ brand and agency, confirm that creativity can win out in an age of disruption.”
“The work we reviewed was creative and courageous, proving technology and creativity can merge,” said Jeff Benjamin, Chief Creative Officer, JWT North America. “The winning campaigns are the result of amazing partnerships among brands, agencies and publishers. All these disciplines came together to make something great, and pull consumers off the sidelines.”
2014 IAB MIXX Award Winners
BEST-IN-SHOW: Chipotle Mexican Grill and Creative Artists Agency for “The Scarecrow”
Strategies and Objectives Categories
Brand Awareness and Positioning
GOLD: Chipotle Mexican Grill and Creative Artists Agency for “The Scarecrow”
SILVER: Toyota Norway and Saatchi & Saatchi Norway for “Try My Hybrid”
BRONZE: 350 Action and Barton F. Graf 9000 for “Climate Name Change”
Branded Content
GOLD: Chipotle Mexican Grill and Creative Artists Agency for “The Scarecrow”
SILVER: Tourism Victoria and Clemenger BBDO Melbourne for “Melbourne Remote Control Tourist”
BRONZE: Mercedes-Benz USA and Razorfish for “Take the Wheel”
Branded Utility
GOLD: Nike and R/GA for “The Nike SB App”
SILVER: Rip Curl and VML Australia for “Rip Curl Search GPS”
BRONZE: Microsoft Internet Explorer 10 and Starcom MediaVest Group for “The Human Captcha”
Cross-Media Integration
GOLD: P&G CoverGirl and Starcom MediaVest Group for “CoverGirl Journey to the Capitol”
BRONZE: Citibank and Publicis Kaplan Thaler for “Citi Bike App”
BRONZE: Mountain Dew and Doritos and Firstborn, The Marketing Arm, and Motive for “Every 2 Minutes”
Data-Inspired Creative
GOLD: Ubisoft and AKQA for “Watch Dogs Digital Shadow”
SILVER: Rip Curl and VML Australia for “Rip Curl Search GPS”
Interactive Video
GOLD: Ken Burns and Big Spaceship for “Ken Burns iPad App”
SILVER: PlayStation and BBH New York for “Gateways to Greatness”
BRONZE: Kohl’s and Peterson Milla Hooks for “Choose Your Black Friday”
Mobile
GOLD: Qol Devices and R/GA for “Alvio”
BRONZE: Converse and Wunderman Blast Radius Paris for “Get Loud Paris”
BRONZE: Rip Curl and VML Australia for “Rip Curl Search GPS”
Multicultural
GOLD: The Coca-Cola Company and Wieden+Kennedy, SMG, and Facebook’s Creative Shop for “America is Beautiful”
BRONZE: P&G Orgullosa and Starcom MediaVest Group, Citizen Relations, and Dieste for “Nueva Latina Movement”
Product Launch
GOLD: Wendy’s and VML for “Pretzel Bacon Cheeseburger Love Songs”
SILVER: Mercedes-Benz USA and Razorfish for “Take the Wheel”
BRONZE: Beats Music and R/GA London for “Beats Music”
Public Service
GOLD: Cancer Council NSW and Soap Creative for “I Touch Myself Project”
SILVER: 350 Action and Barton F. Graf 9000 for “Climate Name Change”
BRONZE: Casa da Criança Santo Amaro and Mood and TBWA for “WhatsApp Storytellers”
Social
GOLD: Dallas Pets Alive and Dieste for “#Muttbombing”
SILVER: HBO and 360i for “#ROASTJOFFREY”
BRONZE: Toyota Norway and Saatchi & Saatchi Norway for “Try My Hybrid”
Tools, Tactics and Platforms Categories
Augmented Reality
GOLD: Motorola Moto X and DigitasLBi for “Moto Match”
SILVER: Make-A-Wish Canada and Zulu Alpha Kilo for “Kringl – Proof of Santa App”
BRONZE: HISTORY and Horizon Media, BPG, and 87AM for “Vikings Ultimate Reality Experience”
Brand Destination Site
GOLD: Ubisoft and AKQA for “Watch Dogs Digital Shadow”
SILVER: Toyota Corolla and Saatchi & Saatchi LA for “Toyota Google+ Hangout Corolla Collaborator”
BRONZE: Volkswagen and MediaCom for “The Beetle Convertible Shark Cruiser”
Branded Mobile Application
GOLD: Kraft Foods’ Oscar Mayer and 360i for “Wake Up and Smell the Bacon”
SILVER: Hyundai Motor America and Innocean USA for “The Walking Dead Chop Shop App”
BRONZE: Select Australia and Isobar Australia for “Select Footy Cards”
Branded Tablet Application
GOLD: Qol Devices and R/GA for “Alvio”
SILVER: HISTORY and Horizon Media, BPG, and 87AM for “Vikings Ultimate Reality Experience”
BRONZE: Pernod Ricard USA and Deep Focus for “The Cask by The Glenlivet”
Business-to-Business
GOLD: Adobe and Goodby Silverstein & Partners for “Super Bowl of Marketing”
SILVER: American Express and DigitasLBi for “Small Business Saturday Media”
BRONZE: GE Capital and OMD for “Roadshow for Growth”
Custom Mobile Rich Media Display
GOLD: Jack in the Box and Horizon Media and AdColony for “Late Night Slot Machine”
SILVER: Land Rover and Y&R New York and Wunderman New York for “Race the Sun”
BRONZE: Johnson & Johnson and Mindshare Turkey and mobilike for “Acuvue Contact Lenses”
Custom Rich Media Display
GOLD: Land Rover and Y&R and Wunderman for “The Off Road Radio Banner”
SILVER: P&G CoverGirl and Starcom MediaVest Group for “Revolutionizes Red Carpet Try On”
BRONZE: Bank of America and Merrill Lynch and Starcom MediaVest Group for “Connecting Worlds in Real Time”
Direct Response and Lead Generation
GOLD: Cerveza Indio and Cuauhtémoc Moctezuma and DoubleYou for “#INDIO120s”
SILVER: P&G Crest and Oral-B and Publicis Kaplan Thaler for “Halloween Treats Gone Wrong”
BRONZE: Lay’s and Deep Focus for “Lay’s Do Us A Flavor”
Games
GOLD: Giraffas and Mood and TBWA for “The Goal Screen”
SILVER: Naked Juice and OMD for “Drink Good Do Good”
BRONZE: Playtex Baby and Beeby Clark + Meyler for “Playtex Baby Pool”
IAB Rising Stars Digital Video Ad
GOLD: Jaguar and Mindshare UK and Innovid for “Jaguar F-Type”
SILVER: New Belgium Brewing Co. and Vizeum US and Tremor Video for “Fat Tire Video”
BRONZE: Texas Tourism and Mixpo and CBS Interactive for “Passport to Texas”
IAB Rising Stars Mobile Rich Media Display
GOLD: Showtime Networks and OMD and Medialets for “Ray Donovan New York Times App Takeover”
SILVER: Ford and Ontarget and mobilike for “Ford Focus Timeline”
BRONZE: Beam Sauza Tequila and Starcom MediaVest Group, Microsoft Advertising, and Zumobi for “Sauza Girls’ Night Mobile Party Planner”
IAB Rising Stars Rich Media Display
GOLD: Lord & Taylor and Condé Nast Media Group for “Lord & Taylor Men’s Floor”
SILVER: Oakley and Adcade for “Oakley Sunglass Customizer”
BRONZE: Dish Network and Havas Media and AOL for “Dish Travel IAB Portrait Ad Unit”
Interactive Out-of-Home
GOLD: Scribe and Viva la Doble Vida for “Scribe Billboard”
SILVER: Toyota Prius and Soap Creative, Noise International, and One Green Bean for “Cars that Feel”
BRONZE: Google+ and Isobar for “Never Ending Moments”
Location-Based Advertising
GOLD: Inakadate Village and Hakuhodo for “rice-code”
SILVER: P&G Pantene and Arc Worldwide for “Pantene Weather Program”
BRONZE: Converse and Wunderman Blast Radius Paris for “Get Loud Paris”
Mobile Brand Destination
GOLD: Bank of America and Merrill Edge and Starcom MediaVest Group for “Face Retirement App”
SILVER: Converse and Wunderman Blast Radius Paris for “Get Loud Paris”
BRONZE: GMC and DigitasLBi for “The Incredible Thinking Experience”
Native Advertising
GOLD: Chipotle Mexican Grill and Huffington Post Partner Studio for “Food for Thought”
SILVER: General Electric and The Economist Group for “GE Look Ahead”
BRONZE: Lincoln MKZ and TIME for “Inspired Design”
Online Commercial
GOLD: Lay’s and Deep Focus for “Lay’s Do Us A Flavor”
SILVER: Chipotle Mexican Grill and Creative Artists Agency for “The Scarecrow”
BRONZE: P&G Crest and Oral-B and Publicis Kaplan Thaler for “Halloween Treats Gone Wrong”
Search Marketing
GOLD: Red Roof Inn and 360i for “Flight Cancellation Coup”
SILVER: GMC and iProspect for “GMC’s Testing of Lifestyle Content”
BRONZE: Chrysler and UM for “Recalibrating Through Search
To honor the Gold Winner in the Public Service category, IAB donated $5000 to Cancer Council NSW, the charity based in New South Wales, Australia, showcased in the winning campaign.
For the first-time in the history of the IAB MIXX Awards, live pitches across the evening, by the three finalists in the Special Innovation “Can’t Be Contained” category, summoned the audience of top-tier creatives, marketers, publishers, and technologists to become judges in the moment and “text-to-vote” on their favorite. Optus & M&C Saatchi won the competition for their “Clever Buoy” campaign, garnering a 3D IAB logo prize that also was created during the show, on-site, by a state-of-the-art MakerBot Replicator Mini Compact 3D Printer, as well as a classic IAB MIXX Awards statue.
2014 IAB MIXX Awards Jury
Joining Jeff Benjamin, Chief Creative Officer, JWT North America, this year’s distinguished judging panel included:
- Lincoln Bjorkman – Global Chief Creative Officer, Wunderman
- Brad Brinegar – Chairman and Chief Executive Officer, McKinney
- Ed Brojerdi – Chief Executive Officer, kbs+ New York
- Andreas Combuechen – Chairman, Chief Executive Officer, and Chief Creative Officer, Atmosphere Proximity
- Emma Cookson – Chairman, BBH North America
- John Costello – President, Global Marketing and Innovation, Dunkin’ Brands
- Alberto Ferrer – Principal, Alberto Ferrer Consulting
- Jane Grenier – Vice President, Integrated Strategy, Condé Nast Media Group
- Christian Haas – Former Partner and Executive Creative Director, Goodby Silverstein & Partners
- Jack Haber- Vice President, Global Advertising and Digital,Colgate-Palmolive Company
- Jon Jackson- Executive Creative Director, Huge
- Kim Kadlec- Head of Global Strategic Partnerships, AOL
- Joyce King Thomas- Chairman, Chief Creative Officer, McCann XBC
- Laurie Koehler – Consumer Campaigns Manager, Americas Marketing Group, Intel Corporation
- Natalie Lam – Executive Creative Director, Razorfish
- Nick Law – Global Chief Creative Officer, R/GA
- Michael Lebowitz – Founder and CEO, Big Spaceship
- Robert Lund – Creative Director, The Barbarian Group
- Andy Markowitz – Director, Global Digital Strategy, General Electric Company
- Richelle Parham – Vice President and Chief Marketing Officer, eBay North America
- 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 – Managing Director Brand Solutions, Google~ YouTube
- David Roman – Senior Vice President and Chief Marketing Officer, Lenovo
- Antonio Ruiz – Partner and Chief Communications Officer, The Vidal Partnership
- Ciro Sarmiento – Executive Creative Director, Dieste
- Alan Schulman – Vice President, Global Digital Marketing and Brand Content, SapientNitro
- Baba Shetty – Chief Strategy and Media Officer, DigitasLBi
- Shiv Singh – Head, Global Brand and Marketing Transformation, Visa
- Marla Skiko – Executive Vice President, Director of Digital Innovation, SMG Multicultural
- Jim Therkalsen – Creative Strategist, Facebook Creative Shop
- Steve Wax – Partner, Ladies & Gentlemen and Cooke&Co.
Celtra is the IAB MIXX Awards’ Premier Sponsor, with Blast PR, Facebook and iHeartMedia serving as VIP Sponsor. Supporting sponsors include Amazon Media Group, Crackle, Disqus, FreeWheel, Innovid, Microsoft and Terra.
About the IAB MIXX Awards
Founded in 2004 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) 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, distributing and optimizing digital advertising and marketing. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. The organization is committed to professional development, elevating the knowledge, skills, and expertise of individuals across the digital marketing industry. The IAB also educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Founded in 1996, the IAB is headquartered in New York City.
