The Interactive Advertising Bureau (IAB) revealed the recipients of the eleventh annual IAB MIXX Awards at a dinner reception and celebration on Tuesday (9/29) attended by leaders of the digital marketing and media world.
This year’s most sought-after IAB MIXX Award–the Best-in-Show prize–went to the ALS Association for “The ALS Ice Bucket Challenge.” A viral grassroots marketing phenomenon, the campaign’s cause-related messaging and call-to-action were optimized through the power of digital distribution, resulting in hundreds of thousands of Facebook and Twitter posts, as well as millions of dollars to benefit the organization’s efforts.
“The winners of the 2015 IAB MIXX Awards demonstrate how imagination and technology can be woven together to move hearts and minds,” said Randall Rothenberg, president and CEO, IAB. “This work represents the finest in digital marketing the world over, and will surely influence the next generation of marketing campaigns.”
Michael Lebowitz, founder and CEO of Big Spaceship, served as the 2015 IAB MIXX Awards jury chair, leading a cross-industry panel of 38 judges consisting of creative luminaries, brand marketing powerhouses, and blue-chip publishers in the selection process.
“This year’s winners reached audiences in new and powerful ways,” said Lebowitz. “All of us on the judging panel were impressed by the way each of the campaigns took full advantage of digital’s interactive capabilities, while also showcasing a keen understanding of the core human need for great storytelling.”
“The brands and advertising creatives that we honor at the IAB MIXX Awards employ the latest tools to realize ingenuity and digital prowess,” said David Doty, executive VP and CMO, IAB. “This year’s winning work takes mobile, social, video, and more to new heights.
2015 IAB MIXX AWARDS Winners
BEST-IN-SHOW: The ALS Association for “The ALS Ice Bucket Challenge”
Strategies & Objectives Categories
Brand Awareness and Positioning
GOLD: The ALS Association for “The ALS Ice Bucket Challenge”
SILVER: GE & BBDO New York for “Enhance Your Lighting”
Branded Content
GOLD: P&G / Always & Leo Burnett Chicago, London, and Toronto and Starcom MediaVest Group for “#LikeAGirl”
SILVER: DrinkWise & Clemenger BBDO Melbourne for “How to Drink Properly”
BRONZE: GE & BBDO New York for “Enhance Your Lighting”
Branded Utility
GOLD: Taco Bell & DigitasLBi for “Taco Bell Mobile Ordering App”
SILVER: Novartis Pharmaceuticals & ARworks for “ViaOpta Daily”
BRONZE: Land Rover China & Wunderman Shanghai for “Virtual Land Rover Experience”
Cross-Media Integration
GOLD: Nike / Jordan Brand & Wieden+Kennedy for “RE2PECT”
SILVER: P&G / Always & Leo Burnett Chicago, London, and Toronto and Starcom MediaVest Group for “#LikeAGirl”
BRONZE: SPC Ardmona / SPC & Leo Burnett Melbourne for “#MyFamilyCan”
BRONZE: Nike & Wieden+Kennedy for “Risk Everything”
Data-Inspired Creative
GOLD: The Sun & Wunderman UK for “Dream Team”
SILVER: EA Sports / Madden & Grow, Heat, and Google Creative Partnerships for “EA Sports Madden GIFERATOR: A Google Art, Copy & Code Project”
BRONZE: IKEA Canada & Jungle Media for “IKEA #ShareTheBathroom”
Interactive Video
BRONZE: Intel Corporation & Arc Worldwide and Leo Burnett Chicago for “Get in the Mix with Ne-Yo”
BRONZE: Patrรณn Spirits & Firstborn for “The Art of Patrรณn”
BRONZE: Land Rover China & Wunderman Shanghai for “Virtual Land Rover Experience”
Mobile
GOLD: Union Station Kansas City & VML for “Living History at Union Station”
GOLD: Childhood Eye Cancer Trust & Wunderman UK for “The Next Photo”
BRONZE: Taco Bell & DigitasLBi for “Taco Bell Mobile Ordering App”
Multicultural
GOLD: P&G / Pantene & Wunderman Guangzhou for “Pantene Praise Project”
BRONZE: Mi Escuelita Preschool & Dieste for “The Story of Emma”
Product Launch
GOLD: Comcast / XFINITY & Goodby Silverstein & Partners and MediaVest for “Emily’s Oz”
GOLD: Taco Bell & DigitasLBi San Francisco for “Taco Bell Blackout”
SILVER: Mars, Inc. / Twix Bites & BBDO New York for “Twix Bites #TBT Campaign”
Public Service / Brand Citizenship
GOLD: The ALS Association for “The ALS Ice Bucket Challenge”
SILVER: P&G / Always & Leo Burnett Chicago, London, and Toronto and Starcom MediaVest Group for “#LikeAGirl”
BRONZE: Dallas Pets Alive & Dieste for “Adoptable Trends”
Social
GOLD: The ALS Association for “The ALS Ice Bucket Challenge”
SILVER: Taco Bell & DigitasLBi San Francisco for “Taco Bell Blackout”
BRONZE: EA Sports / Madden & Grow, Heat, and Google Creative Partnerships for “EA Sports Madden GIFERATOR: A Google Art, Copy & Code Project”
Tools, Tactics, and Platforms
Augmented Reality / Phygital
GOLD: Union Station Kansas City & VML for “Living History at Union Station”
SILVER: Toyota & 360i for “TeenDrive365”
BRONZE: GM / Chevrolet Colorado & Isobar Australia for “CoDriver”
Brand Destination Site
GOLD: Google / Google Play & Big Spaceship for “Google Play Interstellar”
SILVER: PwC & Deutsch for “Extraordinary Challenges”
BRONZE: Sony Pictures Entertainment / 22 Jump Street & UM US and Woven for “M.C. State—College Raid”
Branded Mobile Application
GOLD: Taco Bell & DigitasLBi for “Taco Bell Mobile Ordering App”
SILVER: Target & 72andSunny for “Bullseye’s Playground”
BRONZE: Turkcell & R/GA London for “Turkcell Healthmetre Application”
Business-to-Business
GOLD: Symantec & Godfrey Q for “The Backup of Destiny”
SILVER: Adobe & Goodby Silverstein & Partners for “Adobe Advertising Week PSA”
BRONZE: Facebook & Innovision for “Facebook Cannes 2015”
Digital Audio
GOLD: Unilever / Axe Black & Mindshare Turkey and mobilike for “Axe Black – Bring the Quiet”
SILVER: Sony Pictures Entertainment / Annie & UM US and Shazam for “ShazAnnie”
BRONZE: Microsoft & Wunderman Australia for “The Sound of Azure”
Digital Video Ad – IAB Rising Stars
GOLD: Netflix & Droga5 and Innovid for “Netflix – Spectrum Experience”
SILVER: Fiat Chrysler Automobiles / Dodge & SapientNitro and Tremor Video for “Dodge Challenger Campaign”
BRONZE: Turner Sports & Horizon and Innovid for “March Madness”
Direct Response and Lead Generation
GOLD: Taco Bell & DigitasLBi San Francisco for “Taco Bell Blackout”
SILVER: Honda Australia / Jazz & Leo Burnett Melbourne for “Magic Mobile Drive-In”
BRONZE: BMW & kbs+ for “BMW’s Instagram Dealership”
Display Ad – Custom
GOLD: Paramount Pictures International & MEC Global for “Transformers Capture World Cup”
SILVER: Bonds & Clemenger BBDO Melbourne for “Make a Point for Breast Cancer”
BRONZE: Lexus & Team One and Microsoft for “Ride with the Other Me”
Display Ad – IAB Rising Stars
GOLD: Mondelฤz International / Ritz Crackers & Starcom MediaVest Group and Undertone for “Ritz ScreenShift”
Games
GOLD: Sony Pictures Entertainment / CHAPPiE & UM US and Twitch for “The CHAPPiE Challenge”
SILVER: Hasbro / NERF & OMD Turkey and Netcom Medya for “Zombie Strike & Rebelle Agent Tasks”
BRONZE: Dunkin’ Donuts & Hill Holliday and Trilia for “Dunkin’ Donuts Robot Unicorn Attack 2”
Innovative Use of Creative Optimization Ad Technology
GOLD: IKEA Canada & Jungle Media for “IKEA #ShareTheBathroom”
SILVER: Toyota Motor Sales USA & Saatchi & Saatchi LA for “Toyota Real World Conquesting”
BRONZE: Unilever / Axe Black & Mindshare Turkey and mobilike for “Axe Black – Bring the Quiet”
Interactive Out-of-Home
GOLD: Google & PHD for “Androidify”
SILVER: H&M & UM London for “The Box of Wang”
BRONZE: Samsung & The Barbarian Group and Cheil Worldwide for “Samsung CenterStage”
Location-Based Advertising
GOLD: smart USA & Razorfish for “Yo! Test Ride”
SILVER: IKEA Canada & Jungle Media for “IKEA #ShareTheBathroom”
BRONZE: Travelocity & McKinney for “How Far Am I from Sharks Right Now?”
Mobile Brand Destination
GOLD: Samsung & Starcom MediaVest Group Turkey and mobilike for “Perfect Handwriting with S Pen”
SILVER: Mikimoto & Rokkan for “Mikimoto America”
BRONZE: Vodafone & Mindshare Turkey and mobilike for “Share Your Passion”
Mobile Display Ad – Custom
GOLD: Turkcell & BPN Istanbul and mobilike for “Turkcell Offline Music”
SILVER: Showtime Networks & OMD for “Penny Dreadful Gyroscope Banners”
BRONZE: Porsche Cars North America & OMD Chicago and Celtra for “Porsche Sports Car 2014”
Mobile Display Ad – IAB Rising Stars
GOLD: Mondelฤz International / Ritz Crackers & Starcom MediaVest Group and Undertone for “Ritz ScreenShift”
SILVER: Pandora Jewellery & Cream, Hearst Magazines UK, and Celtra for “Pandora Reactive Pull”
BRONZE: Staples & Carat and Adcade for “Staples x Adcade Mobile Accelerator”
Native Advertising
GOLD: Shell & MediaCom USA for “Cities Energized”
SILVER: Mercedes-Benz USA & Razorfish for “Build a GLA on Instagram”
BRONZE: Acura & Starcom MediaVest Group for “Acura’s ‘Build a TLX’ with a Tweet”
Online Commercial
GOLD: Nike & Wieden+Kennedy for “The Last Game”
SILVER: GEICO & The Martin Agency for “GEICO Unskippable Pre-Roll Campaign”
BRONZE: Kraft Foods Group / A.1. Sauce & CP+B LA for “New Friend Request”
Search Marketing
GOLD: Dallas Pets Alive & Dieste for “Adoptable Trends”
SILVER: Samsung & Starcom MediaVest Group for “The Power of Programmatic Search”
BRONZE: Unilever / Signal & Mindshare Turkey for “One Winning Smile Can Conquer All”
Wearables
GOLD: Norton by Symantec & Grey San Francisco for “Wearable Security”
SILVER: 3000 Miles to a Cure & Primacy for “3000 Miles to a Cure”
BRONZE: Unilever / Rexona & Mindshare Turkey, Wanda Digital, and mobilike for “Who Does More?”
