Yesterday in the evening they were presented the Warc media Awards to their proud winners. This is the edition of this competition aimed to recognisae best media planning practices in a multichannel and tech world.
The Grand Prix for Effective Use of Tech was awarded to Leo Burnett Melbourne’s Reword campaign (see image oer the headline) for the Australian mental health foundation Headspace. The organisation helped to reduce instances of online bullying by young internet users through the introduction of an online tool that encourages people to reconsider what they’ve written before posting. James Lewin, Head of Innovation, Mindshare APAC, and a judge for this category, said: “It is a brilliant piece of tech and the results speak for themselves.”
Also in the Tech category, Old Spice Nature Adventure from Wieden+Kennedy, a gaming-led campaign in the US and Canada on live-streaming platform Twitch took the Special Early Adopter Award. Kraft’s Serving What’s Trending campaign through Starcom, took the Real Time Special Award.
UK insurance brand Aviva won two special awards: one in the tech category for Programmatic with its Data Storytelling campaign, and the Consumer’s Friend award in the Best Use of Data category.
The tandem BBDO NY-Mediacom working for Mars took Two Grands and a Special Warc
BBDO NY and MediaCom have won the Grand Prix in two categories at the Warc Media Awards for their work for Mars. The first Grand for Mars was at the Effective Channel Integration category (Snickers Crisper).
The second one, was bestowed to the mentioned tandem and the advertiser in the Effective Use of Partnerships & Sponsorships (M&M’s 75 anniversary). The work for M&M’s also took an Special Award for Collaboration with an Influencer.
The Grand and Special winners List
The Grand and Special Awards list included the following big winners:
Effective Channel Integration.-
Grand Prix – Snickers Crisper, BBDO NY and MediaCom, US
Cross-Channel Special Award – LEGO’s Make LEGO the Star of Christmas, UM, Australia
Low Budget Special Award – SmartLife’s Project Akshar, FP7/DXB, Dubai
Special POE Award – Antarctica Beer’s The World’s Best Social Network, Almap BBDO, Brazil
Best Use of Data.-
Grand Prix – (and Special Award for Data-Driven insight) –Diving Into Data for Narellan Pools, Affinity, Australia
Consumer’s Friend Special Award – Aviva Motor Insurance, Zenith, UK
Attribution Special Award – KeyBank’s Hassle-Free Account, Compass Point/McCann, US
Effective Use of Partnerships & Sponsorships.-
Grand Prix (and Special Award for Collaboration with An Influencer) – M&Ms’ 75th Anniversary, BBDO NY and MediaCom, US
Successful Sponsorship Special Award – US Army and Independence Day’s Resurgence Partnership, McCann Worldgroup, US
Effective Native Content Special Award – Under Armour’s Game Changer, Optimum Sports and Droga5, multiple markets
Effective Use of Tech.-
Grand Prix – Headspace’s Reword, Leo Burnett Melbourne, Australia
Early Adopter Special Award – Old Spice: Nature Adventure, Wieden+Kennedy, Canada/US
Programmatic Special Award – Aviva Artificial Intelligence’s Data Storytelling, Zenith, UK
Real Time Special Award – Kraft’s Serving What’s Trending, Starcom, US
Through these awards, Warc wants to capture communications planning best practice, showing how brands, their media agency partners and media owners are using new tech and platforms to help meet business objectives. The awards also recognise brands that are getting the most out of their collaborations, as well as showing how data and analytics are revolutionising communications planning in real time.
Image over the headline.- Pick from the Leo Burnett Melbourne’s Reword campaign, Grand Prix in the the Effective Use of Tech category. Image, by courtesy of Warc.
Related external links:
Watch all Grand and Special Awards winners, click here
Watch all winners in the Effective Channel Integration category, click here
Watch all winners in the Best Use of Data category, click here
Watch all winners in the Effective Use of Partnerships category, click here
Watch all the winners in the Effective Use of Tech category, click here
