If you had any doubt that advertising has become an arms race of creative innovation, you need look no further than the top winners in this year’s Clio Awards.
The roster of honorees taking home the show’s top honor, the Grand Clio, highlights many of the brands and ideas that have challenged the concept of advertising as a field anchored in the 30-second TV spot. Content innovation, invention and bold stunts dominated Wednesday night’s awards show in New York City.
While no one campaign swept a wide array of categories (unlike last year, when McCann’s Fearless Girl for State Street Global Advisers took home five Grand Clios, Agency of the Year and Advertiser of the Year), Australian agency Host/Havas led with two Grand Clios for its ambitious Palau Pledge environmental initiative.
Some of the winning campaigns might be new to U.S. audiences, but several generated considerable buzz when they debuted, including Wendy’s “webeefin?” mixtape of diss tracks (part of a recent trend in branded hip-hop), Ikea’s print ad that doubles as a pregnancy test and Apple’s Spike Jonze-directed masterpiece, Welcome Home.
Here’s a look at the top winners in each category:
Direct Grand Clio and Innovation Grand Clio
Palau Legacy Project: Palau Pledge
Print Grand Clio
Ikea: Ikea Pee Ad
Agency: Åkestam Holst
Digital/Mobile Grand Clio
Skittles: Exclusive the Rainbow
Agency: DDB Chicago
Film Grand Clio
Apple: Welcome Home
Agency: TBWA\Media Arts Lab
Branded Entertainment Grand Clio
Agency: Serial Pictures
Out of Home Grand Clio
Edeka: The Most German Supermarket
Agency: Jung von Matt
Integrated Campaign Grand Clio
Marmite : Gene Test
Partnerships and Collaborations Grand Clio
AIG: Pride Jersey
Audio Grand Clio
Times/News UK and Ireland: JFKunsilenced
Agency: Rothco / Accenture Interactive
Grand Clio Music: Music Marketing
Visionary Music Group/Def Jam Recordings for National Suicide
Prevention Lifeline: “1-800-273-8255”
Artist: Logic featuring Alessia Cara and Khalid
Grand Clio Music: Use of Music
Burger King was named Advertiser of the Year, with Ogilvy Chicago winning Agency of the Year and BBDO Worldwide taking home Network of the Year.