The winners of the 2011 AICP Next Awards were announced today at The Museum of Modern Art (MoMA) in New York. The Next Awards examine the best in marketing communications across all channels featuring moving image media. David Droga, Chair of the Next Judging panel, and Founder/Creative Chairman, of Droga5, served as Master of Ceremonies during the morning program.
In addition to revealing the winners of each category, the audience voted on their favorites, with real-time results. Six categories were judged this year: Integrated Campaign, Viral/Web Film; Experiential; Website/Microsite, Product Integration, and Apps.
The Integrated Campaign winners include: Target’s “Kaleidoscopic Fashion Spectacular,” out of Mother, and directed by Leg Media; Nike’s “Write The Future,” out of Wieden+Kennedy and AKQA; and Old Spice’s “Smell Like A Man, Man,” out of Wieden+Kennedy, and directed by Tom Kuntz of MJZ. The Audience Choice winner is Old Spice.
The winners for Viral/Web Film are: Volkswagen’s “The Force,” directed by Lance Acord of Park Pictures; Nike’s “Write The Future,” directed Alejandro González Iñárritu, via Wieden+Kennedy, and produced by Anonymous Content and Independent Films; and Old Spice’s “Response Campaign,” directed by Eric Baldwin, Jason Bagley, Craig Allen, and Eric Kallman. The Audience Choice winner is Nike.
Winning in Product Integration is: the National Football League’s “American Family,” out of Grey New York; Gatorade’s “REPLAY Season 2,” via TBWAChiatDay, and directed by Loren Mendell out of FOX Sports Net; and the New York Post’s “Headless Body in Topless Bar,” out of Y&R. The Audience Choice winner is Gatorade.
The winners for Website/Microsite are: Google’s “Google Chrome Fastball,” out of BBH New York and produced by B-Reel Films; Arcade Fire’s “The Wilderness Downtown,” directed by Chris Milk, and produced by @radical.media, and B-Reel, through Milk+Koblin; and The Johnny Cash Project’s “The Johnny Cash Project,” directed by Chris Milk of @radical.media for Milk+Koblin. The Audience Choice winner is: The Johnny Cash Project.
Winning in Apps was: the iPhone App “Dali Museum,” out of Goodby, Silverstein & Parnters; the iPhone App “Explore 9/11” through Local Projects; and Nike’s “Nike+ GPS” from R/GA. The Audience Choice winner is Nike+ GPS.
The winners in Experiential are: GE “Visible You,” out of BBDO New York, and produced by SoftKinetic; Nike’s “The Film Room,” out of R/GA; and Target’s “Kaleidoscopic Fashion Spectacular,” out of Mother and produced by Legs Media. Audience Choice winner is: Target.
During the Next Awards presentation, the Integrated Campaign winners presented case studies, explaining the creative execution and strategy behind each winning piece. Eight short films presenting the judges thoughts on the categories and the work they judged premiered. Each film was directed by Joe Gabriel directed each piece.
ABOUT AICP
?Founded in 1972, the AICP represents, exclusively, the interests of United States companies that specialize in producing commercials in various media—film, video, digital—for advertisers and agencies. The association, with national offices in New York and Los Angeles as well as regional chapters across the country, serves as a strong collective voice for this $5-plus billion industry, disseminating information; representing the production industry within the advertising community, in business circles, in labor negotiations and before governmental officials; developing industry standards and tools; providing professional development; and marketing American production.
