Adweek Honors 2019’s Best Marketing Collaborations With Constellation Awards

Brandweek wraps with inaugural honors for team-driven marketing

Adweek's Constellation awards honor the brilliant teams behind some of marketing's best ideas. - Credit by Sean T. Smith for Adweek
Headshot of Robert Klara

PALM SPRINGS, Calif.—Capping off the final night of programming at our annual Brandweek summit, Adweek honored the collaborative process between clients and agencies with the 2019 Constellation Awards.

This is the inaugural year of the Constellation Awards, created by Adweek’s editors to recognize the efforts of the teams—both brand and agency—behind the year’s most dynamic and successful marketing. Among the honorees were Microsoft, Mattel, AT&T and PepsiCo, along with their agency partners.

Over the years, CMOs chosen to receive our Brand Genius Awards invariably pointed out that marketing is a collaborative effort, and that no chief marketer can justifiably claim sole credit for any successful campaign. In response, Adweek designed the Constellation Awards to recognize the work of marketing team members who contribute essential ideas, but who seldom receive public recognition.

The night’s festivities were emceed by veteran marketing executive Bonin Bough, whose numerous claims to fame include serving as Mondelēz International’s chief media and ecommerce officer, as well as host of the reality TV series Cleveland Hustles.

The Constellation Awards salutes collaborative efforts in 24 categories, ranging from Best CPG Team to Best Team Effort on a Digital Campaign. (A full list of honorees appears below.) Among the more memorable efforts recognized this year was the work of Mattel’s Hot Wheels Team for Hot Wheels City, a stop-motion YouTube miniseries in which tiny heroes in tiny cars outsmart a slew of fearsome creatures trying to take over the city.

Distinguishing itself in the creative use of data insights and analytics was PepsiCo Beverages North America’s Mountain Dew team, for mining data sources to turn the gaming community on to Mountain Dew Amp Game Fuel.

The evening’s big winner, snaring a total of three awards, was team Xbox for its work promoting the Adaptive Controller. Introduced by Microsoft in September 2018, the controller features large ergonomic buttons that make it possible for people with a range of physical disabilities to compete. The Xbox team’s work—spearheaded by a video that starred everyday kids with disabilities—won millions of fans and returned sizable results: 42,000 social posts, 1.1 billion impressions and an estimated $35 million in earned media value.

The Constellation Awards closed out the final night of Brandweek, a four-day symposium held at the JW Marriott Desert Springs Resort & Spa that drew over 800 CMOs and other senior-level executives.


BRANDWEEK’S A-TEAM AWARD

Xbox

Winner: Xbox, for its groundbreaking work promoting its Adaptive Controller
Finalists:
Pearle Vision
Balanced Health Botanicals


THE SCIENTIA/ARTE AWARD

Cisco

Winner: Cisco Systems, for its “Work Smarter with Webex” campaign
Finalists:
WarnerMedia’s Marketplace Image
Univision Communications’ Multiplatform and Media Planning Strategy Team
Pearle Vision


THE EQUINOX AWARD

Courtesy of North Face

Winner: The North Face, for its “She Moves Mountains” campaign spotlighting women explorers
Finalists:
The Virgin Voyages Sales Crew
Xbox
AT&T Corporate Brand Marketing


THE SQUAD AWARD

Chobani

Winner: The Chobani Demand Team, for its “Fill Up Their Plate” initiative
Finalists:
Procter & Gamble North America
SAP
Square


THE ALLIANCE AWARD

JetBlue

Winner: JetBlue, for its collaboration with VH1 on the RuPaul’s Drag Race takeover of JFK Airport’s Terminal 5
Finalists:
AT&T
PepsiCo Beverages North America’s Mountain Dew Team
Dell Technologies Events


BEST TEAM EFFORT ON A PRINT CAMPAIGN

AT&T

Winner: AT&T Creative Services, for the Mr. Mercedes Series
Finalists:
Dell Technologies
AT&T Creative Services


BEST TEAM EFFORT ON A DIGITAL CAMPAIGN

Winner: Mattel Hot Wheels Team, for the YouTube miniseries Hot Wheels City
Finalists:
Sprout Social Marketing
AT&T Creative Services


BEST TEAM EFFORT USING VIDEO

Xbox

Winner: Xbox, for its work promoting its Adaptive Controller

Finalists:
Mattel Hot Wheels Team
Walgreens
AT&T


BEST TEAM EFFORT USING INFLUENCER PROGRAMS AND PARTNERSHIPS

Hulu

Winner: Hulu Live Marketing, for its “Hulu Sellouts” sports campaign
Finalists:
Cricket Wireless
PepsiCo Beverages North America Team
Warner Media Entertainment Marketing and Jellysmack


BEST TEAM EFFORT USING DATA INSIGHTS AND ANALYTICS

PepsiCo

Winner: PepsiCo Beverages North America’s Mountain Dew Team, for harnessing third-party tech and data sources to turn gamers on to Mountain Dew Amp Game Fuel
Finalists:
AT&T Corporate Brand Marketing
Cheap Caribbean Brand Marketing


BEST TEAM EFFORT USING SOCIAL

Courtesy of TNT

Winner: Warner Media, for its work on Season 2 of the TNT show Claws
Finalists:
Walgreens
PepsiCo Beverages North America’s Mountain Dew Team
AT&T Creative Services


BEST TEAM EFFORT FOR REBRANDING

Pearl Vision

Winner: Pearle Vision, for using the doctor-patient relationship to reintroduce itself to the market
Finalists:
C-Span
Xandr Marketing
Mailchimp Marketing


BEST TEAM EFFORT ON BRAND PURPOSE

Walgreens

Winner: Walgreens & WPP Marketing, for the “Feel More Like You” initiative
Finalists: 
Team McCann
Sperry Brand Marketing
Rogers & Cowan Music & Experiential


BEST TEAM EFFORT FOCUSED ON DIRECT-TO-CONSUMER EXPERIENCE

Iris Nova

Winner: Iris Nova, for using text-message interaction to sell its expanding range of beverage brands
Finalists:
Team Nurx Marketing
Digital Trends Commerce


BEST TEAM EFFORT ON A 30- or 60- SECOND COMMERCIAL

At&T

Winner: AT&T Corporate Brand Marketing, for updating the successful “It Can Wait” campaign with the theme of a 5G future

Finalists:
PepsiCo Beverages North America’s Mountain Dew Team
AT&T Creative Services
Xbox


BEST PHARMA / HEALTHCARE TEAM

Walgreens

Winner: Walgreens, for “We Are Greater Than AIDS,” an ambitious campaign to reduce the number of undiagnosed HIV cases by offering free testing and encouraging everyone to “know your status”
Finalists:
Kaiser Permanente
Rx Mosaic
Walgreens


BEST ENTERTAINMENT TEAM

Courtesy of VH1

Winner: Team Viacom, for its content marketing surrounding the 10th season of RuPaul’s Drag Race
Finalists:
AT&T’s Hello Lab Team
MTV’s Brand Marketing Team


BEST LUXURY / FASHION TEAM

Calvin Klein

Finalist and Winner: Calvin Klein Consumer Marketing, for the “My Calvins” house at Coachella earlier this year


BEST CPG TEAM

Winner: Walker and Company’s Bevel Marketing Team, for harnessing the popularity of the Essence Festival to raise awareness of its brand with men of color
Finalists:
Poo-Pourri
Procter & Gamble North America
Chobani


BEST TECHNOLOGY / ELECTRONICS TEAM

Xbox

Winner: Xbox, for its creative work on the Adaptive Controller
Finalists:
Visible
Dell Technologies
Ticketmaster


BEST FOOD / RESTAURANTS TEAM

Courtesy of Chipotle

Finalist and Winner: Chipotle, for its unofficial promotion built around the Men’s Professional Basketball Championship


BEST RETAIL TEAM

Finalist and Winner: Stitch Fix Marketing Team, for its red-carpet promotion timed to Oscars night


BEST FINANCIAL SERVICES TEAM

Winner: Octagon Mastercard, for its “Tap-and-Go at the Ballgame” karaoke booth
Finalists:
Octagon Mastercard
Grant Thornton


BEST TRAVEL / HOSPITALITY TEAM

Marriott

Winner: Cummins&Partners and Marriott, for its work revitalizing the Sheraton brand
Finalist: 
Visit Seattle Marketing


BEST BEVERAGE / SPIRITS TEAM

Winner: AB InBev’s Brand Management Team, for its unforgettable marketing built on the “Dilly Dilly!” tagline
Finalists:
AB InBev
PepsiCo Beverages North America’s Mountain Dew Team
Patrón Tequila Marketing Team


@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.
Publish date: November 7, 2019 https://dev.adweek.com/brand-marketing/adweek-fetes-the-winners-of-its-2019-constellation-awards/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT