Tuesday, October 4, 2011
2011 IAB MIXX Awards Winners Announced

62 Groundbreaking Interactive Advertising Campaigns and Single Executions Honored in 25 Categories

Best-in-Show Goes to American Express OPEN & CP+B and DIGITAS for “Small Business Saturday”

NEW YORK, NY (October 4, 2011) — A stellar collection of leading-edge brand marketers and agency creatives came together tonight at a sold-out gala to celebrate the winners of the seventh annual MIXX Awards, which recognize creativity and impact in interactive advertising. The campaigns and single execution winners in 25 categories were selected by a prestigious jury of senior agency, marketer, and publisher leaders, making the MIXX Awards the only competition judged by a cross-section of luminaries in the interactive advertising ecosystem. 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.

Attesting to the enduring innovation of digital, this year’s MIXX Awards recognized two new categories—Tablet Marketing and Location-Based Advertising. All the winners were unveiled before a crowd of interactive’s movers and shakers, who were also entertained by host Baratunde Thurston, well-known humorist, Co-Founder of Jack & Jill Politics, and Director of Digital for The Onion.

“The art of building brands and connecting with consumers is at the center of each of these remarkable wins at tonight’s MIXX Awards,” said Randall Rothenberg, President and CEO, IAB. “As the culmination of the IAB’s two-day MIXX event, these awards highlight that engaging storytelling, combined with innovative technology, is a potent formula for brand marketers and agencies to take advertising and marketing to new heights.”

“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,” said David Doty, Senior Vice President and CMO, IAB. “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.”

To view the complete gallery of the MIXX Winners please visit: http://www.iab.net/mixxawards/gallery

The Complete List of 2011 MIXX Award Winners:

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”
   

MIXX 2011 Judges:

  • Jeff Benjamin - Partner, Chief Creative Officer, CP+B
  • Lincoln Bjorkman - Chief Creative Officer, North America, DIGITAS
  • Brad Brinegar - Chairman and Chief Executive Officer, McKinney
  • Ed Brojerdi - Co-Chief Creative Officer, kirshenbaum bond senecal + partners
  • Tim Castelli - Senior Vice President, Eastern Sales, AOL
  • Andreas Combuechen - Chairman, Chief Executive Officer, Chief Creative Officer, Atmosphere Proximity
  • Emma Cookson - Chairman, BBH New York
  • Mark D’Arcy - Director, Global Creative Solutions, Facebook
  • Brian DiLorenzo - Executive Vice President, Chief of Production, McCann New York
  • Marjorie Dufek - Interactive Marketing Director, Brown-Forman Corporation
  • Brad Feldman - Senior Director, Creative Strategy and Development, Yahoo!
  • Alberto Ferrer - Managing Partner, The Vidal Partnership
  • Marc Fonzetti - Director, Media Services/Marketing Communications, Verizon Wireless
  • Theresa Gaffney - Creative Director, Digital Media, Meredith Women’s Network
  • Quentin George - Chief Digital Officer, Mediabrands
  • Jane Grenier - Vice President, Integrated Strategy, Condé Nast Media Group
  • Trevor Kaufman - Chief Executive Officer, Possible
  • Scott Kinzie - Chief Marketing Officer, BabyCenter
  • Nick Law - Executive Vice President, Chief Creative Officer, R/GA
  • Jean-Philippe Maheu - Worldwide Chief Executive Officer, Publicis Modem
  • Andy Markowitz - Director, Global Digital Strategy, GE, Corporate Commercial and Communications, General Electric Company
  • DyShaun Muhammad - Senior Marketing Manager - Bisquick and Wal-Mart, General Mills
  • Benjamin Palmer - Co-Founder and Chief Executive Officer, The Barbarian Group
  • Suzie Reider - Head of Video Advertising, YouTube
  • David Roman - Senior Vice President and Chief Marketing Officer, Lenovo
  • Alan Schulman - Founder and Chief Creative Officer, U . D I G > The Digital Innovations Group
  • Baba Shetty - Chief Strategy Officer, Hill Holliday
  • Rick Song - Senior Director, Eastern U.S. Sales, Microsoft Advertising
  • Steve Wax - Partner, Campfire, Ladies and Gentlemen, and ThirtySix LLC

MIXX Awards Sponsors:

  • 24/7 Real Media
  • AdKeeper
  • Buddy Media
  • Facebook
  • Google
  • Horn Group
  • IDG
  • Martini Media
  • Microsoft Advertising
  • NBC Universal Digital Media
  • NHL.com
  • Specific Media
  • Terra Networks Operations
  • WildTangent Media
  • Yahoo!

Official Creative Production Partner:

  • Beehive Communications

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]