2013 IAB MIXX Award Winners Announced

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. In a departure from last years awards, two overall themes were established to group all categories: Strategies and Objectives and Tools, Tactics and Technologies. Take It. 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.

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Signaling critical trends in the interactive marketplace, seven first-time categories were introduced to this years IAB MIXX Awards competition. 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. 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.

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 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. These digital campaigns exemplify interactive marketing excellence, expanding the power, scope, impact and results that digital can bring to brands across the marketplace. 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. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Take It.

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.

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. 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.

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. Once again, the boundaries of creativity, innovation and artistry have been redefined.

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. 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. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. 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.

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. 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. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C.

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.

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. and RPA for Surprising Monsters Calling Home

BRONZE: Universal Pictures, Universal Studios Home Entertainment, Ignited and Amazon Media Group for Dr.

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. They included Augmented Reality, Clicks-to-Bricks, Branded Utility, Content Marketing, Custom Mobile Rich Media Display, and IAB Standard Mobile Rich Media Display. 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. For more information, please visitiab.net. John Hodgman, renowned TV personality, author and comedian hosted this years gala. 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. Brinegar guided the judging among the awards luminary lineup of 31 cross-industry panelists, which included leaders from throughout the world of advertising. The campaigns the judges reviewed formed one of the most dynamic and eye-catching field of competitors in years.

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

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