Deadpool’s marketing could not be ignored. From an emoji billboard that caught millions of eyes, to an integrated campaign that was unlike any other. 20th Century Fox had marketing gold on its hands and was rewarded with two Grand Clios, in the out of home and integrated campaign categories, at the 45th Clio Key Art Awards ceremony, last week in Los Angeles.
Hosted by the inimitable and hilarious Amy Sedaris, Fox had a big Clios night with 20th Century Fox taking “Studio of the Year” honors and television network FX grabbing “Television Network of the Year.” Fox Networks Group also won a Grand Clio for its impressive global “Outcast Art” campaign while Fox Searchlight was tipped for its powerful “The Birth of a Nation” poster.
Microsoft came out on top as “Game Publisher of the Year” and Aspect took home the prize as “Agency of the Year.”
“For the last 45 years, Clio Key Art has led the conversation on what it means to be at the top of the creative communication business,” said Nicole Purcell, Clio President. “While this industry continues to evolve, and Clio Key Art has grown to reflect that, the innovative and imaginative work we receive remains the same. We are proud to honor the artists, executives and agencies producing world-class work each and every year.”
Creativity was certainly the name of the game and agencies, brands and media were well-represented at the Dolby Theater, home of the annual Academy Awards. In a highly-engaging and entertaining show, campaign reels had an additional flare, underlying the unique talent that permeates the industry.
One case study reel that was particularly well done was 20th Century Fox’s Deadpool reel in the integrated campaign category. Visually stunning, and dead-on in the film’s personality, the studio enlisted the film’s star, Ryan Reynolds, to take part — possibly now setting the bar for this type of show reel — and also included Extra’s Mario Lopez and both Conan O’Brien and Betty White.
"Of the Year" winners:
Agency of the Year: Aspect
Game Publisher of the Year: Microsoft
Studio of the Year: 20th Century Fox
Television Network of the Year: FX
Grand Clio Winners:
Digital: Campfire at SapientNitro, “Cinemax – Outcast Interactive Trailer: ‘Possession Begins’" (NY)
Games: McCann London, “Microsoft/ Xbox / Tomb Raider – Survival Billboard” (London)
Out Of Home: 20th Century Fox-Domestic Theatrical Creative Advertising, “Deadpool – Emoji Billboard” (Burbank, CA)
Print: Fox Searchlight, “The Birth of a Nation – Poster 2” (LA)
Social Media: truTV, “truTV- #truTVisAThing Brand Awareness Campaign” (NY)
Events/Experiential: FOX Networks Group, “Outcast Art” (London)
Special Shoot Spot/Promo: FX Networks, “Man Seeking Woman – ‘Swipe’” (LA)
Teaser: Mob Scene, “The Accountant – The Accountant Teaser” (LA)
Trailer: Concept Arts, “The Shallows – The Beginning” (Hollywood, CA)
Integrated Campaign: 20th Century Fox, “20th Century Fox – Deadpool” (LA)