Tuesday, October 2, 2012
2012 IAB MIXX Award Winners Announced

71 Distinguished Interactive Advertising Campaigns and Single Executions in 27 Categories Set the Pace for Creativity & Innovation Across All Digital Marketing

Sherwin-Williams and McKinney Win Coveted Best in Show for “Chip It!”

NEW YORK, NY (October 02, 2012) — The Interactive Advertising Bureau’s (IAB) eighth annual MIXX Awards winners were announced tonight at a gala in New York City that brought together digital advertising’s best and brightest innovators, pioneers and leaders to recognize cutting-edge ad creative that delivered impactful results for industry brands.

Campaign and single execution winners in 27 categories were announced after a competitive process judged by an all-star lineup of cross-industry experts and professionals, which included ad agency executives, marketers, and major media brand leaders. 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, and the sole interactive awards competition judged by an all-star panel of 31 luminaries. This year’s unique and exciting award judging process was further distinguished and amplified by the awards’ first-ever Judging Panel Chair, Nick Law, Global Chief Creative Officer, R/GA.

The most coveted MIXX Award for 2012, Best in Show, went to Sherwin-Williams and McKinney for “Chip It!,” a campaign that turned people’s passion for paint color into an opportunity for them to make a lasting and meaningful connection to the Sherwin-Williams brand while driving real business results.

“We honor all MIXX Award winners – and competitors – tonight, and in turn they have honored us and graced the entire industry with the breadth and scope of their creative genius and innovation,” said Randall Rothenberg, President & CEO, IAB. “What was displayed before us was an elegant marriage of art and technology and a sparkling brush of special creativity and talent that delivers results for brands. This year’s Best in Show winner is a great example of the power of bringing creativity and technology together, in this case to turn the entire internet into a color wheel that stretches the limits of your imagination, while delivering meaningful results for a brand that was ready to help consumers capture those colorful dreams in their own homes.”

Also distinguishing this year’s MIXX Awards was the appearance of the new category, IAB Standard Rich Media Display Ad, focused on excellence in the use of the new IAB-established Rising Stars display ad formats, which provide a more brand-friendly unit.

“The rich tapestry of creative canvasses in this year’s awards reflect the latest digital advertising innovations which push the industry and brand advertising to new levels of excellence,” said David Doty, Executive Vice President and CMO, IAB. “The winning executions in the IAB Standard Rich Media Display Ad category fully attest to the undeniable importance of the IAB Rising Stars ad formats for today’s campaigns.”

The medal winners were selected from an extremely competitive set of 111 finalists from 30 countries, making this year’s selections a particularly difficult judging decision.

“It’s easy to call all the winners tonight the ‘best and the brightest’, but more apt would be the ‘bold and the beautiful’,” said Nick Law. “They have taken the digital advertising medium to new heights in creativity – with corresponding results to show for it.”

To view the complete gallery of the 2012 MIXX Award winners, please visit www.iab.net/mixxawardsgallery.
 

2012 MIXX Award Winners

Best in Show
Sherwin-Williams and McKinney for “Chip It!”
 
Brand Awareness and Positioning - Campaign
 
GOLD: Google Chrome, BBH NY and Google Creative Labs for “The Web Is What You Make Of It”
SILVER: American Express OPEN and Digitas for “Big Break for Small Business”
BRONZE: Gatorade and VML for “Everything to Prove”
 
Business-To-Business - Campaign
GOLD: American Express OPEN, Digitas and CP+B for “Small Business Saturday”
SILVER: CenturyLink and McKinney for “Ultimate Problem Solver”
BRONZE: DuPont and OgilvyEntertainment for “The Horizons Project”
 
Cross-Media Integration - Campaign
GOLD: Insurance Australia Group and WHYBIN\TBWA\TEQUILA\ for “NRMA Car Creation”
SILVER: American Honda Motor Company and RPA for “CR-V Leap List”
BRONZE: American Express and Digitas for “Amex Sync Show”
 
Digital Integration - Campaign
GOLD: Nike+ and R/GA for “Nike+ FuelBand”
SILVER: American Express OPEN and Digitas and CP+B for “Small Business Saturday”
BRONZE: American Express and Digitas for “Amex Sync Show”
 
Direct Response and Lead Generation - Campaign
GOLD: Insurance Australia Group and WHYBIN\TBWA\TEQUILA\ for “NRMA Car Creation”
SILVER: Zellers and john st. for “Festive Finale”
BRONZE: American Express and Digitas for “Amex Sync Show”
BRONZE: CenturyLink and McKinney for “Ultimate Problem Solver”
 
Experimental and Innovative - Campaign
GOLD: American Honda Motor Company and RPA for “Pintermission”
SILVER: Giant Bicycles and Leo Burnett Melbourne for “Everyday Rider Sponsorships”
BRONZE: HBO's Boardwalk Empire Season 2 and HBO for “Boardwalk Empire Compliments of Nucky”
 
Mobile Advertising - Campaign
GOLD: FedEx and OMD for “Shazam Super Bowl”
SILVER: Marriott and Beeby Clark+Meyler for “Marriott Mobile App Launch”
BRONZE: Nokia's Lumia 800 Smartphone and Amobee for “Nokia Lumia in Amobee 3D”
 
Mobile Branded App - Campaign
GOLD: Ubisoft Just Dance 3 and CP+B for “Autodance”
SILVER: Johnson & Johnson and JWT New York for “BAND-AID Magic Vision”
BRONZE: BMW North America’s BMW ActiveE and kbs+ New York for “BMW EVolve App”
 
Multicultural - Campaign
GOLD: Easy Way Language Center and Loducca for “Pronunciation Game”
SILVER: Heineken USA and The Vidal Partnership for “Keep It Legendary”
BRONZE: Johnson & Johnson and The Vidal Partnership for “Zyrtec ‘Ama El Aire’”
 
Product Launch - Campaign
GOLD: Unilever’s AXE and Razorfish for “Anarchy:The Graphic Novel”
SILVER: Gatorade and OMD for “G-Fit to be Tried”
BRONZE: Chrysler Group and SapientNitro for “Fiat 500 Abarth Reveal”
 
Public Service/Not For Profit - Campaign
GOLD: Mars Petcare and WHYBIN\TBWA\TEQUILA\ for “The Pedigree Adoption Drive”
SILVER: St Vincent de Paul Society and George Patterson Y&R Sydney for “Signed Finds”
BRONZE: WWF and john st. for “National Sweater Day”
 
Search Marketing - Campaign
GOLD: Pfizer and RAPP for “Viagra Anti-Counterfeit”
SILVER: Volkswagen and MediaCom for “Search Strikes Back”
BRONZE: Sony Pictures Entertainment and UM for “Moneyball Google/Fandango”
 
Social Marketing - Campaign
GOLD: Zellers and john st. for “Festive Finale”
SILVER: 7-Eleven's Slurpee and Leo Burnett Melbourne for “BYO Cup Day”
BRONZE: Barneys and Digital Surgeons for “Gaga’s Workshop”
 
Video Advertising - Campaign
GOLD: American Express and Digitas for “Amex Sync Show”
SILVER: American Express, Digitas and Momentum for “American Express Unstaged”
BRONZE: L’Oréal USA's Dermablend and Tuxedo Agency for “Go Beyond the Cover”
 
Brand Destination Site - Single
GOLD: Sherwin-Williams and McKinney for “Chip It!”
SILVER: Toyota Motor Sales, USA and Saatchi & Saatchi LA for “Yaris – It’s a Car!”
BRONZE: Chevrolet and Microsoft Advertising for “Chevrolet Route 66”
 
Branded Content - Single
GOLD: Unilever’s AXE and Razorfish for “Anarchy:The Graphic Novel”
SILVER: Sherwin-Williams and McKinney for “Chip It!”
BRONZE: General Mills and McCann for “Nature Valley Trail View”
BRONZE: Montblanc Nicolas Rieussec Chronograph and Leo Burnett Milan Italy for “The Beauty of a Second”
 
Custom Rich Media Display Ad - Single
GOLD: Miller Lite and Digitas for “Smack Talk Banners”
SILVER: Intel / 2nd Generation Intel Core Processors and Ansible for “The Escape iAd”
BRONZE: Telekom, Contnet AG, and Yahoo! for “Telekom Entertain. Your personal Entertain experience.”
 
Digital-Out-Of-Home - Single
GOLD: SKINS and VML Australia for “Quick Fit Station”
SILVER: Insurance Australia Group and WHYBIN\TBWA\TEQUILA\ for “NRMA Bus Shelter”
BRONZE: ASICS, Inwindow Outdoor, Vitro, OAG, and CBS Outdoor for “ASICS ING New York City Marathon Columbus Circle Subway Campaign”
 
Games - Single
GOLD: Toyota Motor Sales, USA’s Yaris and Saatchi & Saatchi LA for “Your Dungeon My Dragon”
SILVER: Johnson & Johnson and JWT New York for “Zyrtec Parks Unleashed”
BRONZE: Frito Lay and OMD for “Farmville”
 
IAB Standard Rich Media Display Ad - Single
GOLD: Lionsgate and AOL for “The Hunger Games – IAB Portrait”
SILVER: Alfa Romeo and LIQID for “Alfa Romeo Giulietta Launch – IAB Filmstrip”
BRONZE: A&E Television Networks for “The Glades – IAB Medium Rectangle”
 
Interactive Video - Single
GOLD: Mercedes-Benz CL-Class and AMVBBDO for “Escape the Map”
SILVER: American Express, Digitas and Momentum for “American Express Unstaged – Coldplay”
BRONZE: HBO and Definition 6 for “True Blood ‘Immortalize Yourself’ Facebook Application”
 
Location Based Advertising - Single
GOLD: The Home Depot, The Richards Group and Click Here for “The Home Depot – Lawn & Garden Outlook”
SILVER: Showtime and OMD for “The Franchise Fan Cave Catch”
BRONZE: adidas and iProspect for “adidas Takes Sales Back to the Streets”
 
Mobile Ad - Single
GOLD: Intel / 2nd Generation Intel Core Processors and Ansible for “The Escape iAd”
SILVER: Scandinavian Airlines and CP+B for “Couple up to Buckle up”
BRONZE: FedEx and OMD for “Shazam Super Bowl”
 
Mobile Brand Destination Site - Single
GOLD: Microsoft Corporation and iconmobile for “Windows Phone Mobile Demo Takeover”
SILVER: McDonald’s, Arc Worldwide and Leo Burnett Chicago for “You Want McDonald’s Fries With That.”
BRONZE: Toyota Motor Sales, USA and Saatchi & Saatchi LA for “The Camry Effect”
 
Online Commercial - Single
GOLD: Google Chrome, BBH NY and Google Creative Labs for “Dear Sophie”
SILVER: Rethink Breast Cancer and john st. for “Your Man Reminder”
BRONZE: Kraft’s Boost and Droga5 Australia for “Moreing”
 
Tablet Marketing - Single
GOLD: BMW North America’s BMW ActiveE and kbs+ New York for “BMW Electronauts iPad App”
SILVER: Unilever, BrightLine and Razorfish for “AXE Anarchy”
BRONZE: Lenovo and McKinney for “Boot or Bust”
 
Viral - Single
GOLD: American Honda Motor Company and RPA for “Matthew's Day Off”
SILVER: john st. for “Catvertising”
BRONZE: Rethink Breast Cancer and john st. for “Your Man Reminder”

2012 MIXX Judges

Along with Nick Law, this year’s judging panel included:

  • Jeff Benjamin – Chief Creative Officer, JWT North America
  • Lincoln Bjorkman – Executive Vice President and Chief Creative Officer, North America, DIGITAS
  • Brad Brinegar – Chairman and Chief Executive Officer, McKinney, and Founding Chairman, IAB Agency Advisory Board
  • Amy Choyne – Senior Vice President and Chief Marketing Officer, Kenneth Cole Productions
  • Andreas Combuechen – Chairman, Chief Executive Officer, and Chief Creative Officer, Atmosphere Proximity
  • Emma Cookson – Chairman, BBH New York
  • Mark D’Arcy – Director, Global Creative Solutions, Facebook
  • Brian DiLorenzo – Executive Vice President and Chief Production Officer, McCann New York
  • Marjorie Dufek – Director, Digital Marketing, Brown-Forman Corporation
  • Alberto Ferrer – Managing Partner, Marketing and Operations, The Vidal Partnership
  • Quentin George – Chief Innovation Officer, IPG/Mediabrands
  • Jane Grenier – Vice President, Integrated Strategy, Condé Nast Media Group
  • Laurie Koehler – Consumer Campaigns Manager Americas Marketing Group, Intel
  • Jean-Philippe Maheu – Chief Executive Officer, Bluefin Labs
  • Andy Markowitz – Director, Global Digital Strategy, General Electric Company
  • DyShaun Muhammad – Senior Marketing Manager, General Mills
  • Chris Needham – Vice President, Interactive, Fidelity Investments
  • Benjamin Palmer – Co-Founder and Chief Executive Officer, The Barbarian Group
  • John Piontkowski – Senior Regional Sales Director, Microsoft Advertising
  • Elizabeth Pizzinato – Senior Vice President, Marketing and Communications, Four Seasons Hotels and Resorts
  • Suzie Reider – Head, Industry Development, YouTube Global Video
  • David Roman – Senior Vice President and Chief Marketing Officer, Lenovo
  • Alan Schulman – Vice President and Chief Creative Officer, SapientNitro New York
  • Lori Senecal – Chairman and Chief Executive Officer, kbs+
  • Baba Shetty – Chief Strategy Officer, Hill Holliday
  • Marla Skiko – Executive Vice President and Director, Digital Innovation, SMG Multicultural
  • Rick Song – Executive Vice President, National Digital Sales, Clear Channel Media + Entertainment
  • Patrizio Spagnoletto – Vice President, B2B Marketing, Yahoo!
  • Shane Steele – Head, Global Sales Marketing, Twitter
  • Steve Wax – Partner, Ladies & Gentlemen

2012 MIXX Awards Sponsors

  • Title Sponsors
    • AT&T AdWorks
    • Batanga
    • HORN
    • Martini Media
    • Microsoft Advertising
    • WildTangent
  • VIP Sponsors
    • AOL
    • Glam
  • Supporting Sponsors
    • 24/7 Media
    • Cognitive Match
    • Demand Media
    • Geeknet
    • Jivox
    • NBC Universal Digital Media
    • Twitter

Official Creative Production Partner

  • BREAKIRON Animation & Designs

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

About the MIXX Awards
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, 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 2012 MIXX category award winners and previous years’ winners, visit www.iab.net/mixxawards.

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]