IAB releases its 2016 Mixx Awards shortlist

IAB Mixx 2015

The Interactive Advertising Bureau (IAB) has revealed the shortlist for this year’s 12th annual Mixx Awards, which honors the best in digital marketing.

This year’s shortlist includes 163 campaigns from the US & 10 other countries that were created between April 1, 2015 and March 31, 2016. Some of the campaigns in the running include RPA’s “Paper” film for Honda, REI’s Black Friday “#OptOutside” campaign created by Venables Bell & Partners, and Dove's "Love Your Curls Emojis Keyboard.”

Matt Murphy, partner and executive creative director of 72andSunny, is serving as the chair for this year’s IAB Mixx Awards. He and a panel of 32 judges, which includes chief marketing officer of Airbnb Jonathan Mildenhall and chairman & CEO of McKinney Brad Brinegar, will choose the winning campaigns from the list of finalists. The shortlist and winners will be honored at the 12th annual IAB Mixx Awards dinner and reception, which will take place at Tao Downtown in New York City on Tuesday, September 27.

When selecting this year’s winners, Murphy said he will be “Iooking for a big idea that aimed to help make this little blue dot we all live on, a little better and brighter—something that made a cultural statement. There were a few standout campaigns that immediately come to mind which do this very, very well.”

He added that “the IAB Mixx Jury is truly diverse and includes top leaders from agencies, brands and publishing, which also means that choosing the winner is always an awesome debate to be had. My hope is that, as a group, we'll all value and recognize the power of big ideas to be change agents in culture.”

At last year’s Mixx Awards, “Best-in-Show” went to the ALS Association for its viral “ALS Ice Bucket Challenge.”

Check out the 2016 shortlist below:

Brand Strategies and Objectives

Brand Awareness and Positioning

• American Honda Motor Co. & RPA for "Paper"

• Beats by Dre & PMG and R/GA for "Straight Outta Somewhere"

• Cervecería Cuauhtemoc Moctezuma Heineken México & Nómades México for "You Need to Watch More Baxing"

• Netflix & MEC and BBH New York for "House of Cards FU 2016"

• REI & Venables Bell & Partners for "#OptOutside"

Brand Citizenship/Cause-Marketing

• Bank of America & Hill Holliday for "#PassTheFlame: 2015 Special Olympics"

• Google & 72andSunny for "Vote For A Better Bay Area"

• Hefty & Havas Worldwide Chicago for "#SaidNoSchoolEver"

• P&G’s Always & Starcom, Leo Burnett Chicago, and MSLGROUP for "#LikeAGirl: Girl Emojis"

• Paul & UM and McCann Romania for "Bittersweet Pies"

Branded Content

• Dunkin' Donuts & DigitasLBi for "#WTFast: Behind The Scenes"

• GE & BBDO New York for "GE Podcast Theatre Presents: The Message"

• GE & T Brand Studio and Giant Spoon for "GE Virtual Reality"

• Mondelēz International’s Lacta & OgilvyOne Worldwide Athens for "Love Like There’s No Tomorrow"

• Samsung Electronics America & Starcom and 72andSunny for "Rihanna’s ANTIdiaRy"

Branded Utility

• GlaxoSmithKline’s Flonase & PHD and Wunderman Health for "Flonase Allergy Tracker"

• letgo & CP+B Miami for "Commercializer"

• Reynolds Wrap & Havas Worldwide Chicago for "Reynolds Endless Table"

• Sherwin-Williams & McKinney for "The Most Colorful Search Ever"

• Unilever’s Dove Hair & Mindshare for "Dove Love Your Curls Emojis Keyboard"

Business-to-Business

• Boeing & Discovery Communications Creative, The Documentary Group, and Initiative for "Boeing-Discovery Global Partnership"

• Facebook & Facebook-The Guild for "Your Business Story"

• Lenovo & Traction for "Users Happen"

• Xerox & Y&R New York for "Work Can Work Better"

• Zulu Alpha Kilo for "#SayNoToSpec"

Cracking the Code

• BAE Systems & Team BAE for "The Puzzle"

• Sony Pictures Entertainment’s Spectre & UM for "Bond… James Bond: A Snapchat Secret"

• The U.S. Food and Drug Administration & Rescue for "Fresh Empire Campaign"

• Unilever’s Dove Hair & Mindshare for "Dove Love Your Curls Emojis Keyboard"

• Untold Festival and National Institute of Blood Transfusion & UM and McCann Romania for "Pay With Blood"

Data-Inspired Creative

• Mars Chocolate Australia’s Snickers & Clemenger BBDO Melbourne for "Hungerithm"

• Microsoft & Wunderman Seattle for "Your Xbox Year in Review"

• Netflix & Circus for "Social Trailers"

• TAM & Wunderman Brasil for "Round Trip Affection"

• Uniqlo & Isobar Australia for "UMOOD"

Digital to Destination

• American Express & DigitasLBi for "Small Business Saturday 2015: Show Your Love"

• Dunkin' Donuts & DigitasLBi for "#WTFast: Integrated"

• Mars Chocolate Australia’s Snickers & Clemenger BBDO Melbourne for "Hungerithm"

• Red Roof Inn & 360i for "From Brake Lights To Rested Nights"

• Uniqlo & Isobar Australia for "UMOOD"

Direct Response and Lead Generation

• Acura & Ignition for "#RaceYourHeartOut"

• Airbnb & Starcom and TBWA\Chiat\Day LA for "Love This? Live There."

• American Express & DigitasLBi for "Small Business Saturday 2015: Show Your Love"

• Mars Chocolate Australia’s Snickers & Clemenger BBDO Melbourne for "Hungerithm"

• Reese's & UM, Havas Worldwide and Arnold Worldwide for "#AllTreesAreBeautiful"

Internet of Things

• Unilever’s Degree & Mindshare for "Every Move Counts"

• Whirlpool & DigitasLBi for "Connect To Care"

• Yumit & Wunderman Buenos Aires for "Motivation"

Live Experience Integration

• Dunkin' Donuts & DigitasLBi for "#WTFast: Behind The Scenes"

• Dunkin' Donuts & Hill Holliday for "Dunkin’ Donuts Summer Soundtrack"

• Google & 72andSunny for "Made with Code: LED Dress"

• MLB Urban Youth Academy & VML for "Relay the Way"

• Samsung Electronics & McKinney for "Samsung 4D VR Thrill Ride"

Multicultural

• Kia Motors America’s Soul and Sorrento & NBCUniversal Hispanic Group and Initiative for "Telemundo’s El Maestro"

• P&G’s COVERGIRL & NBCUniversal Hispanic Group and Starcom MediaVest Group for "COVERGIRL & Latin American Music Awards"

• Samsung’s Galaxy & NBCUniversal Hispanic Group, R/GA, and LiquidThread for "Premios Billboard"

• ShanghaiPRIDE 2015 & Wunderman Shanghai for "Hold the Hands of the One You Love"

• The U.S. Food and Drug Administration & Rescue for "Fresh Empire Campaign"

Omni-Channel Storytelling/Cross-Media Integration

• Farmers Insurance & RPA for "We Know From Experience"

• Fox Home Entertainment & Armed Mind, Think Jam, Allison + Partners, Hi5 and ZenithOptimedia for "Deadpool Gets Busy"

• Netflix & MEC and BBH New York for "House of Cards FU 2016"

• Pacific Brands’ Bonds & Clemenger BBDO Melbourne for "The Boys"

• Samsung Electronics America & 72andSunny and Starcom for "Rihanna’s ANTIdiaRy"

Physical-Digital Integration

• American Express & RadicalMedia for "AMEX UNSTAGED: Disclose Your Face"

• Lockheed Martin & UM and McCann New York for "The Field Trip to Mars"

• PayPal and Airbnb & CP+B LA for "Meet Halfway"

• Samsung Electronics & McKinney for "Samsung 4D VR Thrill Ride"

• Uniqlo & Isobar Australia for "UMOOD"

Product Launch

• Dunkin' Donuts & DigitasLBi for "#WTFast: Integrated"

• Huawei & Blast Radius for "#OO"

• Microsoft & Wunderman Seattle for "Halo 5 Guardians Puzzle"

• Mondelēz International’s Cadbury Australia & SapientNitro for "ChocPlusWhat?"

• Mondelēz International’s Oreo & 360i for "Oreo Wonder Vault"

Public Service

• Headspace & Leo Burnett Melbourne for "Reword"

• Lost-n-Found Youth & DigitasLBi for "The Future of Hate, Stop HB 757"

• The Ad Council & R/GA for "Love Has No Labels"

• Untold Festival and National Institute of Blood Transfusion & UM and McCann Romania for "Pay With Blood"

Social - Community Building

• HBO’s Game of Thrones & 360i for "#CatchDrogon"

• Mondelēz International’s Cadbury Australia & SapientNitro for "ChocPlusWhat?"

• REI and Venables Bell & Partners for "#OptOutside"

• The Ad Council & Goodby, Silverstein & Partners for "I Am A Witness"

Social - Influencer Marketing

• Dunkin' Donuts & Hill Holliday for "DDFieldPass: Excessive Celebrations"

• Fox Home Entertainment for "Ryan Reynolds IS Deadpool"

• NBA 2K & CP+B LA for "NBA 2K16 - Casting Call"

• Rémy Cointreau’s Louis XIII & Havas Worldwide, Fred & Farid New York and Moroch Partners for "#NotComingSoon"

• Taco Bell & ZEFR, DigitasLBi and Deutsch for "Taco Bell Quesalupa"

Social - Real-Time Engagement

• Beats by Dre & PMG and R/GA for "Straight Outta Somewhere"

• Gatorade & VML for "The Super Bowl Dunk"

• Krylon & Deutsch for "The First Ever Pinterest Yard Sale"

• Lost-n-Found Youth & DigitasLBi for "The Future of Hate, Stop HB 757"

• Reese's & UM, Havas Worldwide and Arnold Worldwide for "#AllTreesAreBeautiful"

Brand Tactics and Tools

Branded Site

• Google & 72andSunny for "Lightsaber Escape: A Chrome Experiment"

• National Geographic Channel & Neo-Pangea for "Breakthrough Interactive Companion Experience"

• Netflix’s Narcos & WSJ. Custom Studios and MEC Digital for "Cocainenomics"

• Sony Music Entertainment’s Legacy Recordings & Havas Worldwide New York for "Bob Dylan: Studio A Revisited"

• U.S. Army & UM and McCann New York for "Cryptaris Mission"

Creative Optimization Ad Technology

• letgo & CP+B Miami for "Commercializer"

• Lexus & Team One for "Lexus RX: An Immersive Storytelling Experience"

• Mars, Inc.’s IAMS & Starcom for "Every Dog Deserves the Right Nutrition"

• Media Markt & Opera Mediaworks and Isobar Turkey for "Wish Delivery Ad"

• Turkcell & Open and Publik for "What A Nice Thing Football Is!"

Digital Audio

• Adobe & Goodby Silverstein & Partners for "Audio White Papers"

• Cinemax’s Outcast & Campfire at SapientNitro for "Outcast Interactive Trailer"

• Famou5 Foundation & Critical Mass for "A Conversation of Consequence"

• GE & BBDO New York for "GE Podcast Theatre Presents: The Message"

• Mars Chocolate North America’s Snickers Crisper & BBDO New York for "Starving Artists"

Display Ad

• Disney & AvatarLabs for "The Jungle Book YouTube Masthead"

• History for "The Curse of Oak Island Game Banner"

• Moen & Crucial Interactive and PHD for “Moen Reflex Faucet Campaign”

• Netflix’s Narcos & AvatarLabs for "Narcos Season 1 Online Media"

Geo-Targeting/Local

• BMW & Cadreon for "Driving Moments That Matter"

• Dunkin' Donuts & Trilia Media and Hill Holliday for "Dunkin’ Donuts Waze Partnership"

• Energizer’s EcoAdvanced & MEC for "Energizer EcoAdvanced"

• Samsung’s Galaxy S6 & Starcom for "Geo-Fencing in the Programmatic Age"

• Tiffany & Co. & MEC for "Gatecrash the Runway"

Interactive Out-of-Home

• Allied Reit & SapientNitro for "Mímir’s Well"

• Canon USA & 360i for "Photo Coach"

• Google & 72andSunny for "Vote For A Better Bay Area"

• Pacific Brands’ Bonds & Clemenger BBDO Melbourne for "The Boys"

• PlayStation & DigitasLBi for "The Watchers Take E3"

Mobile - Branded App

• Mars Chocolate North America’s M&M's & BBDO New York for "Remix With M"

• Miami HEAT & SapientNitro for "Miami HEAT App"

• Oscar Mayer & 360i for "Sizzl"

• Teladoc & DigitasLBi for "Teladoc Mobile App"

• Telenet & These Days - Wunderman for "CamerApp"

Mobile - Branded Games

• Google & 72andSunny for "Lightsaber Escape: A Chrome Experiment"

• History for "The Curse Of Oak Island Dig Game"

• Microsoft & Wunderman Seattle for "Halo 5 Guardians Puzzle"

• Paramount Pictures International & MEC, Avatar Labs and Phunware for “Mission: Impossible – Rogue Nation"

• Valvoline & TreSensa for "Race of the Decades"

Mobile - Branded Site

• Cinemax’s Outcast & Campfire at SapientNitro for "Outcast Interactive Trailer - Mobile"

• Google & 72andSunny for "Lightsaber Escape: A Chrome Experiment"

• Partnership for Drug-Free Kids & Hill Holliday for "WeGotYou"

• Target & 72andSunny for "The Holiday Odyssey: A Storybook"

Mobile - Display Ad

• BMW & Parsec and UM for "Time-Based Ad: BMW 7 Series"

• Lexus & AOL and Team One for "Lexus RX Vertical VideoPlus Swipe"

• L'Oréal’s EverPure Cleansing Balm & PadSquad for "L’Oréal Hair'Spiration Cards"

• Media Markt & Opera Mediaworks and Isobar Turkey for "Wish Delivery Ad"

• Samsung Electronics & Opera Mediaworks and Starcom MediaVest Group Turkey for "Fill the Banner"

Native

• Campbell Soup Co.’s Swanson Broth & MEC Global and BBDO for "Fundamentals of Flavor"

• Cedar Fair Entertainment Co. & Cramer-Krasselt for "Cedar Point Catch-a-Ghost"

• Charity Water & DigitasLBi for "UnTasty Dishes"

• Reynolds Wrap & Havas Worldwide Chicago for "Reynolds Endless Table"

• Sony Pictures Entertainment’s Spectre & UM for "Bond… James Bond: A Snapchat Secret"

Search

• American Express & Mindshare for "Plenti Paid Search Connects Brands"

• FCA & Reprise Media for "FCA's Audience First Strategy"

• Intel Corporation & iProspect for "PC Refresh 2.0"

• Pegasus Airlines & HYPE for "Pegasus Plus: To be or not to be"

• TD Bank Group & Media Experts for "TD Bank New to Bank Cash Offer"

Video - Interactive Video Ad

• Amazon Originals and Amazon Fashion & Tremor Video and Initiative for "Amazon Originals: The Fashion Fund"

• Disney & Opera Mediaworks for "The Jungle Book Instant-Play HD Mobile Video Ad"

• Hotels.com & CP+B London for "Skipping Ads"

• Lean Cuisine & Innovid and Huckleberry Agency for "Taste It All"

• Volvo & Innovid and MODI Media for "Luxury Within Reach"

Video - Online Commercial

• American Honda Motor Co. & RPA for "Paper"

• Hyundai Motor America & INNOCEAN USA for "Skip"

• Pacific Brands’ Bonds & Clemenger BBDO Melbourne for "The Boys"

• The Ad Council & R/GA for "Love Has No Labels"

Virtual and Augmented Reality

• Gatorade & VML for "The Super Bowl Dunk"

• GE & T Brand Studio and Giant Spoon for "GE Virtual Reality"

• Lockheed Martin & UM and McCann New York for "The Field Trip to Mars"

• Nissan North America & Critical Mass for "Diehard Fan"

• Samsung Electronics & McKinney for "Samsung 4D VR Thrill Ride"

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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