Tracy Keller: June 2012 Archives
The international IAB MIXX Awards has always been focused on advancing the cause of interactive advertising by celebrating groundbreaking digital work. Never has this task been more exciting and dynamic. As the advertising industry continues to shift and transform with the growing digital marketplace, we see more creative and impactful work than ever before.
As we accept entries for the 8th annual international IAB MIXX Awards, we asked our esteemed judging panel to share which campaigns* from the past year impressed them most. Here are four campaigns that are early stand outs:
1. IBM Smarter Planet
MIXX Awards Judges Alan Schulman (@DIGschulman) of SapientNitro NY and Brad Brinegar (@bradbrinegar) of McKinney both find IBM’s Smarter Planet campaign to be smart and well-executed. Created by the team at Ogilvy New York, Smarter Planet encouraged innovation through technology. “The Smarter City” element of this campaign won the 2011 GOLD Business-to-Business MIXX Award.
2. Nike+ Fuelband
The Nike+ Fuelband, which recently won both the Titanium Grand Prix and Cyber award at Cannes Lions, was released earlier this year — with its tracking capabilities and social integrations, the Fuelband quickly became the must-have accessory for gadget lovers and fitness fans alike. Lori Senecal (@digitalori), Chairman and CEO of kirshenbaum bond senecal, recognized this campaign from Wieden + Kennedy as an example of “brand ideas that take positive action and create new behavior, [giving] valuable returns for both the brand and the consumer.”
3. KONY 2012
The controversial KONY 2012 viral video was created by the founders of the non-profit Invisible Children in order to draw attention to their campaign for the arrest of Ugandan war criminal Joseph Kony. It took the Internet by storm in March and piqued the interest of MIXX Awards Judge and Chief Creative Officer at Digitas North America Lincoln Bjorkman (@viabjorkman). “KONY 2012 showed the power to be had from bold integrated campaigns in the hands of people and causes, not just agencies and brands,” he said.
4. Ready Pa’ Tu Mundo
“Ready Pa’Tu Mundo” was created by Zubi Advertising for Ford to help to relaunch its Fiesta model. Ford decided to focus on a young, bilingual audience and utilized a variety of digital platforms to do so. MIXX Awards Judge Marla Skiko (@mskiko) of SMG Multicultural, recognized this campaign as successfully “incorporating great bilingual content across social and mobile. Custom content came in from urban Latinos who epitomize their young, trendsetting target. The design of the website allowed them to ‘slide’ between English and Spanish versions, or a blend of the two—exactly how they see their day-to-day world.”
Does your digital advertising work have what it takes to catch the eye of the MIXX Awards judges? It’s not too late to enter the international IAB MIXX Awards! The Extended Entry Deadline is July 20. Enter now at www.iab.net/mixxawards.
*These campaign selections are independent of the MIXX Awards competition. They may or may not have been entered in the 2012 program.
About the Author
Sr. Manager, Events Marketing, Interactive Advertising Bureau (IAB)
Tracy is responsible for the strategy and execution behind marketing all IAB events, including managing marketing partnerships.