Tuesday, August 21, 2012
IAB Announces 2012 MIXX Awards Finalists

Nominated Brands and Agencies Highlight Innovative Creative & Measurable Target Audience Impact

NEW YORK, NY (August 21, 2012) — Finalists for the Interactive Advertising Bureau’s (IAB) 2012 MIXX Awards were announced today, in 14 campaign and 13 single execution categories. Together, they represent the industry’s best work from across the globe and showcase the visionary talent that pushes it to new heights each year. One of the most coveted and prestigious awards in digital, this year’s 111 finalists include 30 from countries outside the United States—with Australia, Brazil, Canada, China, Denmark, Italy, Russia, Sweden, Turkey and the United Kingdom all represented. New this year is the IAB Standard Rich Media Display Ad category, reflecting the marketplace’s significant adoption of the IAB Rising Stars Display ad formats, a set of six new dynamic rich-media canvasses that are now a key part of the IAB Standard Ad Unit Portfolio.

“As the marketing industry continues its remarkable transformation in the digital age, we continue to be awestruck by the talent behind the remarkable combination of quality creative and impressive technology,” said David Doty, Executive Vice President and CMO, IAB. “The unprecedented need to strike a balance between art and technology is what led the IAB to work with leading agencies and publishers to deliver the Rising Stars, which in turn will help drive the next wave of bold interactive storytelling for brand marketers.”

Nick Law, Global Chief Creative Officer, R/GA, will be Chair of the 2012 IAB MIXX Awards judging panel, marking the first time such a leadership position has been established for the judging committee. In his new role, Law will guide the conversation and debate with 31 other members of the jury, which is comprised of leaders from across the ecosystem—agencies, marketers and publishers—setting these rigorous appraisals apart from any other industry awards show.

“The nominees are an impressive collection of advertising, most of which doesn’t look like advertising. This is a good thing because so few people like advertising enough to want to interact with it. ‘How do I get a message in front of people?’ is not the same question as ‘why would someone care about this?’ Put simply, the finalists have managed to make stuff that is interesting enough to interact with,” said Law.

Focused on creativity and impact, the MIXX Awards is the only competition that evaluates all key facets of interactive marketing, including strategy, creative development and execution, media placement and integration, effectiveness and ROI.

“Not only does this list represent the finest creative achievements in the digital advertising space over this past year, but it also reflects the strong results that this work generated,” said Doty. “Ads are meaningless if they can’t do the job – reaching audiences and engaging them. That’s why the IAB MIXX Awards are a standout in the industry, recognizing the one-two-punch of creative excellence and real-world deliverables.”

The winners will be announced at the IAB MIXX Awards Gala, which will take place at the Crowne Plaza Hotel Times Square on Tuesday, October 2, and be hosted for the second year by Baratunde Thurston, a politically active, technology-savvy comedian and best-selling author. The Gala is the culmination of the preeminent two-day IAB MIXX Conference & Expo Marketplace held during Advertising Week in New York City. To purchase tickets, please visit http://www.iab.net/mixxawards/gala_registration.

MIXX Awards – 2012 Finalists

Campaign Categories:

Brand Awareness and Positioning
Kia Motors America and Initiative for “2012 Kia Super Bowl Optima Campaign ‘A Dream Car. For Real Life’”
American Express OPEN and Digitas for “Big Break for Small Business”
Gatorade and VML for “Everything to Prove”
Google Chrome and BBH NY and Creative Labs for “The Web Is What You Make Of It”

Business-To-Business
GE and TBWA for “GE Future Folklore”
American Express OPEN and Digitas and CP+B for “Small Business Saturday”
DuPont and OgilvyEntertainment for “The Horizons Project”
CenturyLink and McKinney for “Ultimate Problem Solver”

Cross-Media Integration
American Express and Digitas for “Amex Sync Show”
American Honda Motor Co. and RPA for “CR-V Leap List”
Insurance Australia Group and WHYBIN\TBWA\TEQUILA\ for “NRMA Car Creation”
Samsung and Starcom MediaVest Group for “Samsung Mobile Project Teamwork”

Digital Integration
American Express and Digitas for “Amex Sync Show”
Nike+ and R/GA for “Nike+ FuelBand”
American Express OPEN and Digitas and CP+B for “Small Business Saturday”
Smirnoff and Profero for “Smirnoff Nightlife Exchange Project 2011”
Polaris Industries and The Integer Group for “Victory Motorcycles Virtual Dealerships”

Direct Response and Lead Generation
American Express and Digitas for “Amex Sync Show”
Zellers and john st. for “Festive Finale”
Insurance Australia Group and WHYBIN\TBWA\TEQUILA\ for “NRMA Car Creation”
CenturyLink and McKinney for “Ultimate Problem Solver”

Experimental and Innovative
Anthem BlueCross and Deutsch LA for “Anthem Reputation Campaign Augmented Reality & Experimental Digital”
HBO's Boardwalk Empire Season 2 and HBO for “Boardwalk Empire Compliments of Nucky”
Giant Bicycles and Leo Burnett Melbourne for “Everyday Rider Sponsorships”
American Honda Motor Co. and RPA for “Pintermission”

Mobile Advertising
Marriott and Beeby Clark+Meyler for “Marriott Mobile App Launch”
Microsoft Corporation's Windows Phone and Starcom MediaVest Group for “Microsoft Mango Launch”
Nokia's Lumia 800 Smartphone and [a•mo•bee] for “Nokia Lumia in Amobee 3D”
FedEx and OMD for “Shazam Super Bowl”

Mobile Branded App
Ubisoft Just Dance 3 and CP+B for “Autodance”
Johnson & Johnson and JWT New York for “Band-Aid Magic Vision”
BMW North America’s BMW ActivE and kbs+ New York for “BMW EVolve App”
Lexus and Webling Interactive for “Lexus CT City Challenge”

Multicultural
Heineken USA and The Vidal Partnership for “Keep It Legendary”
Easy Way Language Center and Loducca for “Pronunciation Game”
L’Oréal’s Maybelline New York and Hungry Boys for “Russian Girls Take Over New York”
Johnson & Johnson and The Vidal Partnership for “Zyrtec ‘Ama El Aire’”

Product Launch
Unilever’s AXE and Razorfish for “Anarchy: The Graphic Novel”
Chrysler Group and SapientNitro for “Fiat 500 Abarth Reveal”
Gatorade and OMD for “G-Fit to be Tried”
Unilever’s Magnum Ice Cream and Mindshare for “Pleasure Personified”

Public Service/Not For Profit
NGIA and VML Australia for “Improve Your Plant/Life Balance”
WWF and john st. for “National Sweater Day”
St Vincent de Paul Society and George Patterson Y&R Sydney for “Signed Finds”
Mars Petcare and WHYBIN\TBWA\TEQUILA\ for “The Pedigree Adoption Drive”

Search Marketing
Sony Pictures Entertainment and UM for “Moneyball Google/Fandango”
Garanti Bank for “Search Marketing Campaign for Loans”
Volkswagen and MediaCom for “Search Strikes Back”
Pfizer and RAPP for “Viagra Anti-Counterfeit”

Social Marketing
7-Eleven's Slurpee and Leo Burnett Melbourne for “BYO Cup Day”
Zellers and john st. for “Festive Finale”
Barneys and Digital Surgeons for “Gaga’s Workshop”
HBO for “Game of Thrones”

Video Advertising
American Express and Digitas and Momentum for “American Express Unstaged”
American Express and Digitas for “Amex Sync Show”
L’Oréal USA's Dermablend and Tuxedo Agency for “Go Beyond the Cover”
Samsung and Starcom MediaVest Group for “Project Teamwork”
 

Single Execution Categories:

Brand Destination Site
Chevrolet and Microsoft Advertising for “Chevrolet Route 66”
Sherwin-Williams and McKinney for “Chip it!”
Google and BBH LA for “Google Music”
L’Oréal and Federated Media Publishing for “L’Oreal’s Makeup.com”
Toyota Motor Sales, USA and Saatchi & Saatchi LA for “Yaris – It’s a Car!”

Branded Content
Unilever’s AXE and Razorfish for “Anarchy: The Graphic Novel”
Sherwin-Williams and McKinney for “Chip It!”
General Mills and McCann for “Nature Valley Trail View”
Australian Bureau of Statistics and Leo Burnett for “Spotlight”
Montblanc Nicolas Rieussec Chronograph and Leo Burnett Milan Italy for “The Beauty of a Second”

Custom Rich Media Display Ad
Miller Lite and Digitas for “Smack Talk Banners”
Telekom and Yahoo! and Contnet AG for “Telekom Entertain. Your personal Entertain experience.”
Intel / 2nd Generation Intel Core Processors and Ansible for “The Escape iAd”
Fendi and The Studio at Condé Nast for “Vote Fall Runaway”

Digital-Out-Of-Home
ASICS and Inwindow Outdoor, Vitro, OAG, and CBS Outdoor for “ASICS ING New York City Marathon Columbus Circle Subway Campaign”
HBO and PHD for “Game of Thrones Ambient Icewall”
Insurance Australia Group and WHYBIN\TBWA\TEQUILA\ for “NRMA Bus Shelter”
SKINS and VML Australia for “Quick Fit Station”

Games
Frito Lay and OMD for “Farmville”
Samsung, Galaxy SII and Starcom MediaVest Group for “Galaxy and the Golden Egg”
Toyota Motor Sales, USA and Saatchi & Saatchi LA for “Your Dungeon My Dragon”
Johnson & Johnson and JWT New York for “Zyrtec Parks Unleashed”

IAB Standard Rich Media Display Ad – *New*
Alfa Romeo and LIQID for “Alfa Romeo Giulietta Launch – IAB Filmstrip”
Starcom MediaVest Group and Demand Media for “Chevy Sonic – IAB Billboard”
A&E Television Networks for “The Glades – IAB Medium Rectangle”
Lionsgate and AOL for “The Hunger Games – IAB Portrait”

Interactive Video
American Express and Digitas and Momentum for “American Express Unstaged – Coldplay”
Mercedes-Benz CL-Class and AMVBBDO for “Escape the Map”
Ford Motor Company and Mindshare for “Ford Focus Interactive Cinema”
HBO and Definition 6 for “True Blood ‘Immortalize Yourself’ Facebook Application”

Location Based Advertising
adidas and iProspect for “adidas Takes Sales Back to the Streets”
Showtime and OMD for “The Franchise Fan Cave Catch”
The Home Depot and The Richards Group and Click Here for “The Home Depot – Lawn & Garden Outlook”
Lionsgate and AOL for “The Hunger Games – IAB Portrait”

Mobile Ad
Scandinavian Airlines and CP+B for “Couple up to Buckle up”
Dunkin’ Donuts and Hill Holliday for “Dunkin’ Coffee Customizer”
FedEx and OMD for “Shazam Super Bowl”
Intel / 2nd Generation Intel Core Processors and Ansible for “The Escape iAd”

Mobile Brand Destination Site
La Quinta Inns & Suites and Definition 6 for “La Quinta Mobile”
Toyota Motor Sales, USA and Saatchi & Saatchi LA for “The Camry Effect”
Microsoft Corporation and Iconmobile for “Windows Phone Demo Takeover”
McDonald’s and Arc Worldwide and Leo Burnett Chicago for “You Want McDonald’s Fries With That.”

Online Commercial
Google Chrome and BBH NY and Google Creative Labs for “Dear Sophie”
Kraft’s Boost and Droga5 Australia for “Moreing”
American Honda Motor Co. and RPA for “Road Trip”
Rethink Breast Cancer and john st. for “Your Man Reminder”

Tablet Marketing
Unilever and BrightLine for “AXE Anarchy”
BMW North America and kbs+ New York for “BMW Electronauts iPad App”
Lenovo and McKinney for “Boot or Bust”
OppenheimerFunds and Euro RSCG Worldwide for “Global Tracker”

Viral
john st. for “Catvertising”
American Honda Motor Co. and RPA for “Matthew's Day Off”
Walmart and Lattitud for “WGuitar”
Rethink Breast Cancer and john st. for “Your Man Reminder”
 

Founded in 2005 to honor creativity and effectiveness in interactive advertising, the IAB’s MIXX Awards have grown into the premier honor in digital marketing. Last year’s MIXX Award winners included many of the most prominent brand marketers in the United States, including General Motors, Unilever, Diageo, Doritos, Allstate Insurance, and IBM, as well as leading agencies such as BBH New York, Durham & McKinney, Ogilvy New York, and Goodby, Silverstein & Partners. In 2011, American Express OPEN, CP+B and DIGITAS took home Best-in-Show, the gala’s top prize, for “Small Business Saturday,” a campaign that in three short weeks was able to develop and launch a brand new shopping day that consumers had never heard of, driving retail sales for small business owners at the beginning of the crucial holiday shopping season. To view the complete gallery of the 2011 MIXX category award winners and previous years’ winners, please visit www.iab.net/mixxawards/gallery2011.

To find out more about the MIXX Conference & Expo, please go to: www.iab.net/mixx.

About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB 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 www.iab.net.

IAB Media Contact
Laura Goldberg
347.683.1859
[email protected]