Last night at the 2011 IAB MIXX Awards, Crispin Porter + Bogusky, along with Digitas, took home Best-In-Show for their American Express OPEN work, “Small Business Saturday,” a campaign that launched a brand new shopping day for small businesses.
The awards were hosted by the very humorous Baratunde Thurston, co-founder of Jack & Jill Politics, and director of digital for The Onion.
Of the awards, IAB SVP and CMO David Doty said, “All of the winners tonight attest to the ever-more powerful role that digital advertising is where brands and consumers come together in fresh dialogues, and interactive marketing is delivering both ingeniously creative engagements and real-world results. The two new categories this year – Tablet Marketing and Location-Based Advertising – and their winners – Microsoft Bing and Point Reach for ‘Bing for iPad,’ and Coke Zero and CP+B for ‘TRON LiveCycle’ – reflect the incredible innovation happening within these emerging platforms.”
The full list of winners is below.
Best-in-Show
American Express OPEN & CP+B and DIGITAS for “Small Business Saturday”
Brand Awareness & Positioning – Campaign
GOLD:
American Express OPEN & CP+B and DIGITAS for “Small Business Saturday”
SILVER:
IBM & Ogilvy New York for “Watson”
BRONZE:
American Express & DIGITAS NY and MomentumWW for UNSTAGED: An Original Series From American Express”
Business-to-Business – Campaign
GOLD:
IBM & Ogilvy New York for “The Smarter City”
SILVER:
Google Display Advertising & Google Creative Lab for “WATCH THIS SPACE”
BRONZE:
Xerox & Y&R and VML for “Ready for Real Business”
Cross-Media Integration – Campaign
GOLD:
Diageo & BBH New York for “Johnnie Walker “Say It Without Saying It””
SILVER:
Toyota Motor Sales & Saatchi & Saatchi LA for “Toyota Sienna Family”
BRONZE:
Renault UK & Publicis London for “The Megane Experiment”
Digital Integration – Campaign
GOLD:
IBM & Ogilvy New York for “The Smarter City”
SILVER:
PepsiCo & AMV BBDO for “Doritos King of Ads”
BRONZE:
Doritos & The Marketing Arm for “Doritos Unlock Xbox”
Direct Response and Lead Generation – Campaign
GOLD:
Domino’s Pizza & CP+B for “Show Us Your Pizza”
SILVER:
Diageo Ireland & DDB UK for “Bud Ice Cold Index”
BRONZE:
Foot Locker & SapientNitro for “Sneakerpedia”
Experimental and Innovative – Campaign
GOLD:
Google & BBH New York and Google Creative Lab for “Google Chrome Fast”
SILVER:
Urban Ministries of Durham & McKinney for “SPENT”
BRONZE:
Microsoft Bing & Point Reach for “Bing & Angry Birds Integration”
Games – Campaign
GOLD:
Doritos & The Marketing Arm for “Doritos Unlock Xbox”
SILVER:
Microsoft Bing & Point Research for “Bing & Angry Birds Integration”
BRONZE:
Mountain Dew & OMD for “”DEWmocracy” on Xbox LIVE”
Interactive Video – Campaign
GOLD:
American Express & DIGITAS NY and MomentumWW for “UNSTAGED: An Original Series From American Express”
SILVER:
Old Navy & CP+B for “Old Navy Records”
BRONZE:
Xerox & Y&R and VML for “Ready for Real Business”
Mobile Platforms and Apps – Campaign
GOLD:
Diageo Ireland & DDB UK for “Bud Ice Cold Index”
SILVER:
Microsoft Bing & Point Reach for “Bing for Mobile”
BRONZE:
Macy’s & JWT New York for “Macy’s Backstage Pass”
Multicultural – Campaign
GOLD:
Allstate Insurance Company & Tapestry for “Allstate Latin Grammy Takeover”
SILVER:
McDonald’s & iNSPIRE! For “Latinos Are One/LR1”
BRONZE:
Dove Deodorant & BrightLine for “Dove Deodorant Hermosamente Cantado”
Product Launch – Campaign
GOLD:
Google & BBH New York and Google Creative Lab for “Google Chrome Fast”
SILVER:
Volkswagen Group of America & AKQA for “Great. For the Price of Good”
BRONZE:
HSN & HSN for “Exclusive Launch of Mary J. Blige’s My Life Fragrance”
Public Service / Not for Profit – Campaign
GOLD:
Urban Ministries of Durham & McKinney for “SPENT”
SILVER:
Depaul UK & Publicis London for “iHobo 1.1”
BRONZE:
Office of Road Safety Western Australia & 303 Group for “Enjoy The Ride”
Search Marketing – Campaign
GOLD:
General Motors/Chevrolet & SMG Search, DIGITAS and Starcom for “2011 Chevrolet Super Bowl”
SILVER:
Volkswagen & MediaCom for “Super Bowl Search Campaign”
BRONZE:
ADT Security & Razorfish for “ADT Security Launches ADT Pulse Using Integrated Search Engine Marketing Techniques”
Social Marketing – Campaign
GOLD:
American Express OPEN & CP+B and DIGITAS for “Small Business Saturday”
SILVER:
Urban Ministries of Durham & McKinney for “SPENT”
BRONZE:
Stanfield’s Underwear & john st. for “The Guy at Home in His Underwear”
Brand Destination Site – Single
GOLD:
Google & Possible Worldwide for “Art Project”
SILVER:
Skittles & Big Spaceship for “Experience the Rainbow”
BRONZE:
Liberty Mutual & Hill Holliday for “The Responsibility Project”
Branded Content – Single
GOLD:
Doritos USA & Goodby, Silverstein & Partners for “Late Night Global featuring Rihanna”
SILVER:
Abbott Laboratories & McKinney for “Unstoppable Tour ‘Boxing'”
BRONZE:
Stanfield’s Underwear & john st. for “The Guy at Home in His Underwear”
Digital Out-of-Home Advertising – Single
GOLD:
Yahoo! & Goodby, Silverstein & Partners for “Yahoo! Bus Stop Derby”
SILVER:
Twentieth Century Fox Home Entertainment/Avatar Blue-ray DVD & Inwindow Outdoor and Zenith Media for “Avatar Digital Face Morphing Exhibit”
BRONZE:
The Coca-Cola Company & Publicis E-dologic for “Coca-Cola Village Real Life “like”
Games – Single
GOLD:
Urban Ministries of Durham & McKinney for “SPENT”
SILVER:
Toyota Motor Sales & Saatchi & Saatchi LA for “Prius Plural – CarTown”
BRONZE:
Bolthouse Farms & CP+B for “Xtreme Xrunch Kart
Interactive Video – Single
GOLD:
BIC/Tipp-ex & Buzzman for “A Hunter Shoots A Bear”
SILVER:
FEMEN & Grape, Ailove, and VGNC for “Do You Want Me”
BRONZE:
Snapple & Neo-Pangea, Deutsch LA, and Campfire for “Snapple Lunch-Break Beats: Hot on the Hidden Links”
Location-Based Advertising – Single
GOLD:
Coke Zero & CP+B for “TRON LiveCycle”
SILVER:
Bing & Deep Focus for “Home Turf Finder”
BRONZE:
Gandhi Bookstores & Ogilvy Mexico for “Authors’ Streets”
Mobile Platform or App – Single
GOLD:
Depaul UK & Publicis London for “iHobo 1.1”
SILVER:
Diageo Ireland & DDB UK for “Bud Ice Cold Index”
BRONZE:
ABBA Seafood & CP+B for “Kalles Egg Timer”
Online Commercial – Single
GOLD:
Unilever & BBH New York for “Cleans Your Balls”
SILVER:
john st. & john st. for “Pink Ponies”
BRONZE:
Microsoft & CP+B for “Online Scams Taken Offline/DotCons”
Rich Media Display Ad – Single
GOLD:
Google – Display Advertising & Google Creative Lab and Grow Interactive for “WATCH THIS SPACE – Twitter Response Ad”
SILVER:
Rogers Communications & Publicis Toronto for “Tron Trailer (Wireless Ultimate HD)”
BRONZE:
Volkswagen & Mediacom Interaction, Grabarz & Partner, and Yahoo! for “May the Force Be with You”
Tablet Marketing – Single
GOLD:
Microsoft Bing & Point Reach for “Bing for iPad”
SILVER:
McKinney & McKinney for “mckinney.com”
BRONZE:
American Honda Motor Company & RPA for “Honda CR-Z Experience App”
Viral – Single
GOLD:
BIC/Tipp-ex & Buzzman for “A Hunter Shoots a Bear”
SILVER:
Unilever & Mindshare and BBH New York for “Cleans Your Balls”
BRONZE:
Urban Ministries of Durham & McKinney for “SPENT”
