The Interactive Advertising Bureau (IAB) revealed the recipients of the international 2016 IAB MIXX Awards at an annual dinner and celebration honoring today’s best and brightest in digital advertising/interactive marketing. The biggest accolade of the evening went to REI and Venables Bell & Partners, which took the coveted Best-in-Show for “#OptOutside,” a viral social media campaign inspiring consumers to take part in outdoor activities instead of retail shopping on Black Friday—a message further enforced by REI’s day-of store closure.
Lockheed Martin, McCann, UM New York, Weber Shandwick, Momentum Worldwide, and Framestore VR Studio earned the Special Mention for Technology...Re-Imagined award, specifically created this year to honor “The Field Trip to Mars.” The honor recognizes the campaign for its first-of-its-kind innovative execution that transforms a school bus into an immersive virtual reality experience and adds a dimension of making VR “social,” something the jury, comprised of experts in creativity, brand and media, believes is fundamental to the future of digital marketing.
“The IAB MIXX Awards showcases the power of digital and its ability to transform advertising into a deftly rich and unifying storytelling experience,” said Randall Rothenberg, president and CEO, IAB. “We look forward to seeing how this year’s elite work will inspire tomorrow’s interactive marketing campaigns.”
Matt Murphy, partner and executive creative director, 72andSunny, served as jury chair for this year’s 12th annual MIXX Awards and oversaw a panel of 33 industry leaders representing preeminent marketers, agencies, and publishers.
“The winners bring to light the power of today’s digital advertising--that it can ignite cultural change,” said Murphy. “Campaigns which received top honors elevated their message with never-before-used tactics, prompting their audience to interact in tangible and meaningful ways.”
“The IAB MIXX Awards honors those digital marketing campaigns which dare, utilizing pioneering techniques to reach audiences in increasingly compelling and socially driven ways,” said David Doty, exec VP and CMO, IAB. “We were thrilled to see so much innovative work entered into the awards and tonight we are honored to celebrate the exemplary marketing that represent the best of today’s industry.”
To view the complete gallery of 2016 IAB MIXX Award winners, click here.
IAB MIXX Awards Winners
BEST-IN-SHOW: REI & Venables Bell & Partners for “#OptOutside”
SPECIAL MENTION FOR TECHNOLOGY…RE-IMAGINED: Lockheed Martin & McCann and UM New York, Weber Shandwick, Momentum Worldwide, and Framestore VR Studio for “The Field Trip to Mars”
Brand Strategies & Objectives
Brand Awareness and Positioning
GOLD: REI & Venables Bell & Partners for “#OptOutside”
SILVER: Netflix & MEC and BBH New York for “House of Cards FU 2016”
Branded Citizenship/Cause-Marketing
GOLD: Hefty & Havas Worldwide Chicago for “#SaidNoSchoolEver”
SILVER: P&G’s Always & Starcom, Leo Burnett Chicago, and MSLGROUP for “#LikeAGirl: Girl Emojis”
BRONZE: Paul & UM and McCann Romania for “Bittersweet Pies”
Branded Content
GOLD: Mondelēz International’s Lacta & OgilvyOne Worldwide Athens for “Love Like There’s No Tomorrow”
SILVER: GE & BBDO New York for “GE Podcast Theatre Presents: The Message”
BRONZE: Samsung Electronics America & Starcom and 72andSunny for “Rihanna’s ANTIdiaRy”
Branded Utility
GOLD: Sherwin-Williams & McKinney for “The Most Colorful Search Ever”
SILVER: Reynolds Wrap & Havas Worldwide Chicago for “Reynolds Endless Table”
BRONZE: Unilever’s Dove Hair & Mindshare for “Dove Love Your Curls Emojis Keyboard”
Business-to-Business
GOLD: Lenovo & Traction for “Users Happen”
SILVER: Boeing & Discovery Communications, The Documentary Group, and Initiative for “#THEAGEOFAEROSPACE”
BRONZE: Xerox & Y&R New York for “Work Can Work Better”
Cracking the Code
GOLD: BAE Systems & Team BAE for “The Puzzle”
SILVER: Untold Festival and National Institute of Blood Transfusion & UM and McCann Romania for “Pay With Blood”
Data-Inspired Creative
GOLD: Mars Chocolate Australia’s Snickers & Clemenger BBDO Melbourne for “Hungerithm”
SILVER: Netflix & Circus for “Social Trailers”
BRONZE: Microsoft & Wunderman Seattle for “Your Xbox Year in Review”
Digital to Destination
GOLD: Red Roof Inn & 360i for “From Brake Lights To Rested Nights”
SILVER: Mars Chocolate Australia’s Snickers & Clemenger BBDO Melbourne for “Hungerithm”
Direct Response and Lead Generation
GOLD: Reese’s & UM, Havas Worldwide, and Arnold Worldwide for “#AllTreesAreBeautiful”
SILVER: Mars Chocolate Australia’s Snickers & Clemenger BBDO Melbourne for “Hungerithm”
BRONZE: Airbnb & Starcom and TBWA\Chiat\Day LA for “Love This? Live There.”
Internet of Things
SILVER: Whirlpool & DigitasLBi for “Connect To Care”
BRONZE: Unilever’s Degree & Mindshare for “Every Move Counts”
BRONZE: Yumit Company & Wunderman Buenos Aires for “Yumit”
Live Experience Integration
GOLD: Samsung Electronics & McKinney for “Samsung 4D VR Thrill Ride”
SILVER: Google & 72andSunny, Nexus Interactive Arts, Red & Co, Swift + Possible, and Full Picture for “Made with Code: LED Dress”
BRONZE: Dunkin’ Donuts & Hill Holliday for “Dunkin’ Donuts Summer Soundtrack”
Multicultural
SILVER: ShanghaiPRIDE 2015 & Wunderman Shanghai for “Hold the Hands of the One You Love”
BRONZE: P&G’s COVERGIRL & NBCUniversal Hispanic Group and Starcom for “COVERGIRL & Latin American Music Awards”
Omni-Channel Storytelling/Cross-Media Integration
GOLD: Fox Home Entertainment & Armed Mind, Think Jam, Allison + Partners, Hi5, and Zenith for “Deadpool Gets Busy”
GOLD: Pacific Brands’ Bonds & Clemenger BBDO Melbourne for “The Boys”
SILVER: Netflix & MEC and BBH New York for “House of Cards FU 2016”
BRONZE: Samsung Electronics America & 72andSunny and Starcom for “Rihanna’s ANTIdiaRy”
Physical-Digital Integration
GOLD: Lockheed Martin & McCann and UM New York, Weber Shandwick, Momentum Worldwide, and Framestore VR Studio for “The Field Trip to Mars”
SILVER: PayPal and Airbnb & CP+B LA for “Meet Halfway”
BRONZE: Samsung Electronics & McKinney for “Samsung 4D VR Thrill Ride”
Product Launch
SILVER: Microsoft & Wunderman Seattle for “Halo 5 Guardians Puzzle”
BRONZE: Dunkin’ Donuts & DigitasLBi for “#WTFast: Integrated”
Public Service
GOLD: The Ad Council & R/GA for “Love Has No Labels”
SILVER: Headspace & Leo Burnett Melbourne for “Reword”
SILVER: Lost-n-Found Youth & DigitasLBi for “The Future of Hate, Stop HB 757”
Social – Community Building
GOLD: REI and Venables Bell & Partners for “#OptOutside”
SILVER: The Ad Council & Goodby, Silverstein & Partners for “I Am A Witness”
BRONZE: HBO’s Game of Thrones & 360i for “#CatchDrogon”
Social – Influencer Marketing
GOLD: Fox Home Entertainment for “Ryan Reynolds IS Deadpool”
SILVER: Taco Bell & ZEFR, DigitasLBi, and Deutsch for “Taco Bell Quesalupa”
BRONZE: Dunkin’ Donuts & Hill Holliday for “DDFieldPass: Excessive Celebrations”
Social – Real-Time Engagement
GOLD: Beats by Dre & PMG and R/GA for “Straight Outta Somewhere”
SILVER: Reese’s & UM, Havas Worldwide, and Arnold Worldwide for “#AllTreesAreBeautiful”
BRONZE: Krylon & Deutsch for “The First Ever Pinterest Yard Sale”
BRONZE: Gatorade & VML for “The Super Bowl Dunk”
Brand Tactics and Tools
Branded Site
GOLD: Google & 72andSunny, Unit9, Disney, Industrial Light & Magic, and Lucasfilm for “Lightsaber Escape: A Chrome Experiment”
SILVER: U.S. Army & McCann Worldgroup, led by UM, for “Cryptaris Mission”
BRONZE: Sony Music Entertainment’s Legacy Recordings & Havas Worldwide New York for “Bob Dylan: Studio A Revisited”
BRONZE: Netflix’s Narcos & WSJ. Custom Studios and MEC Digital for “Cocainenomics”
Creative Optimization Ad Technology
GOLD: Mars, Inc.’s IAMS & Starcom for “Every Dog Deserves the Right Nutrition”
SILVER: letgo & CP+B Miami for “Commercializer”
BRONZE: Media Markt & Opera Mediaworks and Isobar Turkey for “Wish Delivery Ad”
Digital Audio
GOLD: GE & BBDO New York for “GE Podcast Theatre Presents: The Message”
SILVER: Mars Chocolate North America’s Snickers Crisper & BBDO New York for “Starving Artists”
BRONZE: Adobe & Goodby, Silverstein & Partners for “Audio White Papers”
Display Ad
GOLD: Netflix’s Narcos & AvatarLabs for “Narcos Season 1 Online Media”
SILVER: Moen & Contobox for “Moen Reflex Faucet Campaign”
BRONZE: Disney & AvatarLabs for “The Jungle Book YouTube Masthead”
Geo-Targeting/Local
GOLD: Energizer’s EcoAdvanced & MEC for “Energizer EcoAdvanced”
SILVER: Dunkin’ Donuts & Trilia Media and Hill Holliday for “Dunkin’ Donuts Waze Partnership”
Interactive Out-of-Home
GOLD: Pacific Brands’ Bonds & Clemenger BBDO Melbourne for “The Boys”
SILVER: Canon USA & 360i for “Photo Coach”
BRONZE: Google & 72andSunny, Novalia, and Monster Media for “Vote For A Better Bay Area”
Mobile – Branded App
SILVER: Oscar Mayer & 360i for “Sizzl”
BRONZE: Miami HEAT & SapientNitro for “Miami HEAT App”
Mobile – Branded Games
GOLD: Google & 72andSunny, Unit9, Disney, Industrial Light & Magic, and Lucasfilm for “Lightsaber Escape: A Chrome Experiment”
SILVER: Microsoft & Wunderman Seattle for “Halo 5 Guardians Puzzle”
BRONZE: Paramount Pictures International & MEC, Avatar Labs, and Phunware for “Mission: Impossible – Rogue Nation”
Mobile – Branded Site
GOLD: Google & 72andSunny, Unit9, Disney, Industrial Light & Magic, and Lucasfilm for “Lightsaber Escape: A Chrome Experiment”
SILVER: Cinemax’s Outcast & Campfire at SapientNitro for “Outcast Interactive Trailer – Mobile”
BRONZE: Target & 72andSunny for “The Holiday Odyssey: A Storybook”
Mobile – Display Ad
GOLD: Samsung Electronics & Opera Mediaworks and Starcom Turkey for “Fill the Banner”
SILVER: L’Oréal’s EverPure Cleansing Balm & PadSquad for “L’Oréal Hair’Spiration Cards”
BRONZE: Lexus & AOL and Team One for “Lexus RX Vertical VideoPlus Swipe”
Native
GOLD: Reynolds Wrap & Havas Worldwide Chicago for “Reynolds Endless Table”
SILVER: Charity Water & DigitasLBi for “UnTasty Dishes”
BRONZE: Sony Pictures Entertainment’s Spectre & UM for “Bond… James Bond: A Snapchat Secret”
Search
GOLD: Intel Corporation & iProspect for “PC Refresh 2.0”
SILVER: TD Bank Group & Media Experts for “TD Bank New to Bank Cash Offer”
BRONZE: Pegasus Airlines & HYPE for “Pegasus Plus: To be or not to be”
Video – Interactive Video Ad
GOLD: Disney & Opera Mediaworks for “The Jungle Book Instant-Play HD Mobile Video Ad”
SILVER: Hotels.com & CP+B London for “Skipping Ads”
BRONZE: Lean Cuisine & Innovid and Huckleberry Agency for “Taste It All”
Video – Online Commercial
GOLD: Pacific Brands’ Bonds & Clemenger BBDO Melbourne for “The Boys”
SILVER: The Ad Council & R/GA for “Love Has No Labels”
BRONZE: Hyundai Motor America & INNOCEAN USA for “Skip”
Virtual and Augmented Reality
GOLD: Lockheed Martin & McCann and UM New York, Weber Shandwick, Momentum Worldwide, and Framestore VR Studio for “The Field Trip to Mars”
SILVER: Gatorade & VML for “The Super Bowl Dunk”
BRONZE: GE & T Brand Studio and Giant Spoon for “GE Virtual Reality”