SYS-CON MEDIA Authors: Trevor Parsons, Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel

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IAB Mixx Awards 2014 Shortlist Showcases the Best in Digital Marketing Creativity That Works

Innovation, imagination, and real-world results are key characteristics of the pace-setting creative work selected to be on the shortlist for the 10th anniversary IAB MIXX Awards. After weeks of review by a panel of digital media and marketing luminaries, the Interactive Advertising Bureau (IAB) has unveiled the finalists for these prestigious awards – each of which reflects the finest work in digital advertising today, while also pointing to the trends that will drive tomorrow’s interactive arena. The shortlist includes 120 cutting-edge campaigns hailing from 11 countries from around the world.

Jeff Benjamin, currently Chief Creative Officer of JWT North America, is chairing the IAB MIXX Awards 2014 judging panel, guiding 32 cross-industry leaders, including the best-of-the-best agency creatives, blue-chip brand marketers, and top media publishing executives.

“The real power behind the IAB MIXX Awards is in its distinct ability to look not only at imaginative creative, but also at what actually works in digital advertising and how those ideas deliver on their promise,” said Benjamin. “Companies and individuals that have made the shortlist have received this honor because their work goes well beyond the artistry they brought to digital screens. These nominations celebrate interactive work that found its way into culture and really mattered, pulling consumers off the sidelines and getting them to participate with brands in extraordinary ways.”

“The shortlist for the 10th anniversary IAB MIXX Awards spotlights campaigns that confirm the sophisticated creativity that is now the hallmark of digital marketing,” said David Doty, Executive Vice President and CMO, IAB. “Interactive has become central to the marketing mix across the globe, and these nominees exemplify a new breed of digital advertising that embraces artistry, interaction, and rich storytelling with style and scale.”

The finalists and winners are honored each year at the IAB MIXX Awards Show, a dinner reception and celebration that is the culmination of the preeminent two-day IAB MIXX Conference held during Advertising Week in New York City. The 2014 event will take place at the Crowne Plaza Hotel Times Square (1605 Broadway at 49th Street) on Tuesday, September 30, and will commemorate the 10th anniversary of the competition.

This past year, for the first time, the IAB encapsulated lessons learned from the year’s best work in “What Works & Why: IAB MIXX Awards Insights Report 2013.” It includes expert commentary from digital industry superstars, including Benjamin and 16 other notables from the 2013 jury. They provide a deep dive into a curated collection of select winning campaigns. To see the complete gallery of past award-winners, please visit iab.net/mixxawards/gallery2013/.

IAB MIXX AWARDS – 2014 Shortlist

Strategies and Objectives:

Brand Awareness and Positioning

350 Action & Barton F. Graf 9000 for “Climate Name Change”

American Honda Motor Co. & RPA for “Project Drive-In”

Bank of America & Starcom MediaVest Group for “The First AIDS-Free Generation”

Chipotle Mexican Grill & Creative Artists Agency for “The Scarecrow”

Toyota Norway & Saatchi & Saatchi Norway for “Try My Hybrid”

Branded Content

Chipotle Mexican Grill & Creative Artists Agency for “The Scarecrow”

Citibank & Publicis Kaplan Thaler for “Citi Bike App”

Mercedes-Benz USA & Razorfish for “Take the Wheel”

Mizuno USA & McKinney for “What If Everyone Ran?”

Tourism Victoria & Clemenger BBDO Melbourne for “Melbourne Remote Control Tourist”

Branded Utility

Domino’s & CP+B for “Domino’s Live”

Microsoft Internet Explorer 10 & Starcom MediaVest Group for “The Human Captcha”

Nike & R/GA for “The Nike SB App”

P&G CoverGirl & Starcom MediaVest Group for “Revolutionizes Red Carpet Try On”

Rip Curl & VML Australia for “Rip Curl Search GPS”

Cross-Media Integration

Bank of America and (RED) & Hill Holliday for “Invisible”

Citibank & Publicis Kaplan Thaler for “Citi Bike App”

Mountain Dew and Doritos & Firstborn, The Marketing Arm, and Motive for “Every 2 Minutes”

P&G CoverGirl & Starcom MediaVest Group for “CoverGirl Journey to the Capitol”

The Coca-Cola Company & Wieden+Kennedy, SMG, and Facebook’s Creative Shop for “America is Beautiful”

Verizon Wireless Droid & Sony Pictures Television and Crackle for “Verizon & Crackle Go Over the Top”

Data-Inspired Creative

Jimmy Choo & Condé Nast Media Group for “The In Cloud on Style.com”

Mizuno USA & McKinney for “What If Everyone Ran?”

Rip Curl & VML Australia for “Rip Curl Search GPS”

Ubisoft & AKQA for “Watch Dogs Digital Shadow”

Interactive Video

Domino’s & CP+B for “Domino’s Live”

Ken Burns & Big Spaceship for “Ken Burns iPad App”

Kohl’s & Peterson Milla Hooks for “Choose Your Black Friday”

Land Rover & Y&R New York and Wunderman New York for “Race the Sun”

PlayStation & BBH New York for “Gateways to Greatness”

Mobile

Converse & Wunderman Blast Radius for “Get Loud Paris”

Qol Devices & R/GA for “Alvio”

Rip Curl & VML Australia for “Rip Curl Search GPS”

Sony Mobile & CP+B Scandinavia, Granins Flying Circus, and Schimpanz for “The Great Phone Swap”

Virgin Mobile & Havas Worldwide Australia, and One Green Bean for “Game of Phones”

Multicultural

American Express and OUT & Here Media for “#ExpressYourselfie”

Dish Network & Havas Media for “El Juego Bonito by Dish”

Ford Fusion & Zubi Advertising for “Dizzy”

Heineken USA Tecate & Starcom MediaVest Group for “Hombre Enough Challenge”

P&G Orgullosa & Starcom MediaVest Group, Citizen Relations, and Dieste for “Nueva Latina Movement”

The Coca-Cola Company & Wieden+Kennedy, SMG, and Facebook’s Creative Shop for “America is Beautiful”

Product Launch

Beats Music & R/GA London for “Beats Music”

Mercedes-Benz USA & Razorfish for “Take the Wheel”

Naked Juice & OMD for “Power Garden”

Shell Pennzoil & MediaCom for “Pennzoil PurePlus Launch”

Wendy’s & VML for “Pretzel Bacon Cheeseburger Love Songs”

Public Service

350 Action & Barton F. Graf 9000 for “Climate Name Change”

Cancer Council NSW & Soap Creative for “I Touch Myself Project”

Casa da Criança Santo Amaro & Mood and TBWA for “WhatsApp Storytellers”

DEFY Media’s Break.com & DEFY Media for “Prank it FWD”

Make-A-Wish Canada & Zulu Alpha Kilo for “Kringl - Proof of Santa App”

Social

Dallas Pets Alive & Dieste for “#Muttbombing”

HBO & 360i for “#ROASTJOFFREY”

Nestlé Toll House & JWT New York for “Toll House Social Media Bakery”

Nokia UK & Wunderman for “The Most Retweeted Brand Tweet Ever”

Toyota Norway & Saatchi & Saatchi Norway for “Try My Hybrid”

Special Innovation Category – Can’t Be Contained!

Motorola Moto X & DigitasLBi for “Interactive Print”

Optus & M&C Saatchi for “Clever Buoy”

Oreo & Mondelēz International for “Oreo Trending Vending”

Record Collection & Loducca for “Sat-JF14”

Toyota Prius & Soap Creative, Noise International, and One Green Bean for “Cars that Feel”

Tools, Tactics, and Platforms

Augmented Reality

History Channel & Horizon Media, BPG, and 87AM, for “Vikings Ultimate Reality Experience”

Make-A-Wish Canada & Zulu Alpha Kilo for “Kringl - Proof of Santa App”

Motorola Moto X & DigitasLBi for “Moto Match”

Parlux Gold Jay Z & kbs+ for “The Jay Z Gold Window”

PepsiCo & Spredfast for “Blippar Super Bowl Cans”

Brand Destination Site

American Honda Motor Co & RPA for “Project Drive-In”

Cancer Council NSW & Soap Creative for “I Touch Myself Project”

Toyota Corolla & Saatchi & Saatchi LA for “Toyota Google+ Hangout Corolla Collaborator”

Ubisoft & AKQA for “Watch Dogs Digital Shadow”

Volkswagen & MediaCom for “The Beetle Convertible Shark Cruiser”

Branded Mobile Application

Hyundai Motor America & Innocean USA for “The Walking Dead Chop Shop App”

Kraft Foods’ Oscar Mayer & 360i for “Wake Up & Smell the Bacon”

Nike & R/GA for “The Nike SB App”

Select Australia & Isobar Australia for “Select Footy Cards”

United Nations Mine Action Service & Critical Mass for “UNMAS Sweeper App”

Branded Tablet Application

History Channel & Horizon Media, BPG, and 87AMel for “Vikings Ultimate Reality Experience”

House of Anansi Press & Critical Mass for “Massey Lectures iPad App”

Network TEN & Isobar Australia for “TENplay”

Pernod Ricard USA & Deep Focus for “The Cask by The Glenlivet”

Qol Devices & R/GA for “Alvio”

Business-to-Business

Adobe & Goodby Silverstein & Partners for “Super Bowl of Marketing”

American Express & DigitasLBi for “Small Business Saturday Media”

GE Capital & OMD for “Slate Roadshow for Growth”

General Electric & The Barbarian Group for “Over 2 Million Containers, 2000 Routes”

General Electric & The Economist Group for “GE Look Ahead”

Custom Mobile Rich Media Display

Jack in the Box & Horizon Media and AdColony for “Late Night Slot Machine”

JetBlue Airways & Opera Mediaworks for “JetBlue Air on the Side of Humanity”

Johnson & Johnson & mobilike for “Acuvue Contact Lenses”

Land Rover & Y&R New York and Wunderman New York for “Race the Sun”

P&G & mobilike for “Duracell’s Seamless Targeting”

Custom Rich Media Display

Bank of America and Merrill Lynch & Starcom MediaVest Group for “Connecting Worlds in Real Time”

BMW North America & kbs+ for “BMW i Hello Future Takeover”

Citigroup & TIME for “Magnetic Sync Ad Units”

Land Rover & Y&R and Wunderman for “The Off Road Radio Banner”

P&G CoverGirl & Starcom MediaVest Group for “Revolutionizes Red Carpet Try On”

Direct Response and Lead Generation

Cerveza Indio and Cuauhtémoc Moctezuma & DoubleYou for “#INDIO120s”

Frito-Lay Doritos & Tribal Worldwide Istanbul for “Doritos Bahar Atlı Yorumlar”

Lay’s & Deep Focus for “Lay’s Do Us A Flavor”

P&G Crest and Oral-B & Publicis Kaplan Thaler for “Halloween Treats Gone Wrong”

Supercell & Barton F. Graf 9000 for “Clash of Clans”

Games

Giraffas & Mood and TBWA for “The Goal Screen”

Naked Juice & OMD for “Drink Good Do Good”

Nike & R/GA for “The Nike SB App”

Playtex Baby & Beeby Clark + Meyler for “Playtex Baby Pool”

Qol Devices & R/GA for “Alvio”

IAB Rising Stars Digital Video Ad

New Belgium Brewing Co. & Vizeum US and Tremor Video for “Fat Tire Video”

Jaguar & Mindshare UK and Innovid for “Jaguar F-Type”

Sony Pictures & UM LA and Innovid for “This is the End”

Texas Tourism & Mixpo and CBS Interactive for “Passport to Texas”

Unilever & Mindshare UK and Innovid for “Ben and Jerry’s”

IAB Rising Stars Mobile Rich Media Display

Beam Sauza Tequila & Starcom, Microsoft Advertising, and Zumobi for “Sauza Girls’ Night Mobile Party Planner”

Ford & mobilike for “Ford Focus Timeline”

Jaguar & Undertone for “British Villains”

Showtime Networks & OMD and Medialets for “Ray Donovan New York Times App Takeover”

Toyota Corolla & Saatchi & Saatchi LA for “Corolla Raise the Road iAd”

IAB Rising Stars Rich Media Display

Aveeno Daily Moisturizing Lotion & AOL for “Aveeno Rich Media”

Dish Network & Havas Media and AOL for “Dish Travel IAB Portrait Ad Unit”

Lord & Taylor & Condé Nast Media Group for “Lord & Taylor Men’s Floor”

Oakley & Adcade for “Oakley Sunglass Customizer”

Qol Devices & Realtor.com and Move Inc. for “Realtor.com’s Find it First”

Interactive Out-of-Home

Citibank & Publicis Kaplan Thaler for “Citi Bike”

Google+ & Isobar for “Never Ending Moments”

Scribe & Viva la Doble Vida for “Scribe Billboard”

Shell Pennzoil & MediaCom for “Mario Karting Reimagined”

Toyota Prius & Soap Creative, Noise International, and One Green Bean for “Cars that Feel”

Location-Based Advertising

Converse & Wunderman Blast Radius for “Get Loud Paris”

Inakadate Village & Hakuhodo for “rice-code”

Neutrogena & Ansible for “Sun-Activated Advertising”

P&G Pantene & Arc Worldwide for “Pantene Weather Program”

Record Collection & Loducca for “Sat-JF14”

Mobile Brand Destination

Bank of America and Merrill Lynch & Starcom MediaVest Group for “Face Retirement App”

Converse & Wunderman Blast Radius for “Get Loud Paris”

GMC & DigitasLBi for “The Incredible Thinking Experience”

Kia Motors & Ansible for “Digital Showroom Experience”

Optus & M&C Saatchi for “Clever Buoy”

Native Advertising

Chipotle Mexican Grill & Media Storm for “Food for Thought”

General Electric & The Economist Group for “GE Look Ahead”

Lincoln MKZ & TIME for “Inspired Design”

Quit & M&C Saatchi for “Every 6 Seconds”

Online Commercial

Chipotle Mexican Grill & Creative Artists Agency for “The Scarecrow”

Lay’s & Deep Focus for “Lay’s Do Us A Flavor”

P&G Crest and Oral-B & Publicis Kaplan Thaler for “Halloween Treats Gone Wrong”

Pepcid & JWT New York for “The Burns Family”

Pringles & Isobar for “The Last Pringle”

Search Marketing

Choice Hotels & Havas Media for “Leveraging Tech to Beat Inflation”

Chrysler & UM for “Recalibrating Through Search”

GMC & iProspect for “GMC’s Testing of Lifestyle Content”

Maytag & DigitasLBi for “Re-Launch of the New Maytag Man”

Red Roof Inn & 360i for “Flight Cancellation Coup”

Founded in 2004 to honor creativity and effectiveness in interactive advertising, the IAB MIXX Awards have become the premier honor in digital marketing. In 2013, Best-in-Show, the awards’ top prize, went to The Coca-Cola Company and Leo Burnett Sydney and Chicago for their “Small World Machines” campaign. Last year’s other MIXX Awards winners included many of the most prominent brand marketers in the United States including American Express, Unilever, HBO, Intel, P&G, and Mondelēz International, as well as leading agencies such as BBH New York, DigitasLBi, R/GA, Pereira & O’Dell, and Goodby, Silverstein & Partners.

The IAB MIXX Awards are open to marketers, advertising agencies, and media companies that have run any media, marketing or advertising execution, or campaign that was carried out during the qualifying period: April 1, 2013 through March 31, 2014. Full details are available at iab.net/mixxawards/about/rules.

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 600 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. The IAB empowers the media and marketing industries to thrive in the digital economy. The organization educates marketers, agencies, media companies, and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit iab.net.

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