New audiences, inclusivity and reemergence from quarantine grew to become the backbeat of this yr’s Digiday Awards shortlistIn what remains to be a time of uncertainty, with some components of the world navigating an incredible reopening and different components grappling with COVID-19 variants and restricted vaccine entry (or adoption), the character of client habits is consistently altering. However, digital media and advertising and marketing persist, and the character of the ecosystems during which they work is now part of the on a regular basis cloth of the job. As all the time, the artistic groups that drive campaigns for publishers and advertisers adapt.
The newest installment of the Digiday Awards acknowledges the evolution of an {industry}, one which has not solely reworked due to the pandemic and quarantines however one which has shifted in different profound methods as nicely. The sweeping requires advocacy and inclusion have additionally formed what the Digiday Awards judges have earlier than them, in October 2021, as does an ongoing industry-wide shift to signify — and attain — youthful demographics within the growing areas they work and play (particularly, cell and on-line video games).
Finalists discovered their players in 2021 campaigns
Take, for instance, Excedrin, a double Digiday Awards finalist for Best Multi-Platform marketing campaign and Best Strategy Pivot. Working with Weber Shandwick, the ache reliever’s program in 2021— “Game Over for Headaches” — broke via to a brand new viewers by leveraging influential streamers within the gaming house. Excedrin partnered with Twitch to create unique content material that spoke authentically to players. The end result for the marketing campaign was heightened earned protection and optimistic client consideration, and finally “Game Over” grew to become the beginning of significant enterprise outcomes.
To make certain, Mtn Dew is not any stranger to players, with its “Game Fuel” slogan securely part of console tradition. As the PepsiCo model labored with OMD, the media company fused the caffeinated beverage with sport influencer messaging that foregrounded authenticity and premium content material. John Cena, skilled wrestler and actor, helmed the launch of Mtn Dew Major Melon, the model’s first new taste in additional than a decade, driving curiosity within the runup to the 2021 Super Bowl and highlighting in-game sweepstakes throughout each main social media channel. The marketing campaign drove important gross sales in Q1 and garnered OMD triple-finalist standing within the Digiday Awards — Best Use of Influencer Marketing, Best Product Launch Campaign and Most Innovative Media Agency.
Brands and media corporations maintained the inclusivity beat
From deodorants to swimwear, from gentle drinks to cinema, advertisers, media corporations and their companions continued to push for expanded illustration of their 2021 campaigns.
Degree showcased inclusive design that made its deodorant product accessible to folks with completely different upper-limb talents and in another way sighted people. Their marketing campaign instructed truthful and brave tales and highlighted how different manufacturers and firms might efficiently implement comparable modifications to their product designs. The ‘Degree Inclusive’ marketing campaign is shortlisted for Best Product Launch Campaign.
Amazon Studios related with Imprint Projects and put voter suppression within the highlight in 2021. ‘All In for Voting’ included documentary movies, an experiential roadshow, and a multi-platform consciousness marketing campaign. It touched down at 55 brand-hosted voter registration occasions and 21 out of doors movie screenings in disenfranchised communities. The effort earned Amazon and Imprint a spot among the many finalists for Best Multi-Platform marketing campaign.
Body inclusivity and alternate options to hyper-sexualized swimwear have been the driving themes behind Summersalt’s ‘Every Body is a Summersalt Body’ marketing campaign. Featuring two dozen completed ladies, the messaging showcased a spectrum of sizes, completely different sizes, backgrounds, ethnicities, ages, and sexualities to show that each single physique belongs in a swimsuit of its selecting. Summersalt is shortlisted for finest Branding Campaign B2C within the Digiday Awards.
Finally, The Coca-Cola Company activated its Sprite model to make a press release supporting social justice and Black Lives Matter. Partnering with Havas Atlanta, Moxi, and {industry} influencers, this system gave $50,000 to influencers to provide to the causes of their selection. The model additionally hosted a collection of digital performances by artists known as “Sprite Way” — the exhibits additionally gave again, donating funds to unbiased efficiency venues through Save Our Stages. The marketing campaign stands amongst finalists for Best Strategy Pivot.
As cities and journey reopened, campaigns centralized help and security
With storefront companies deeply impacted throughout quarantines, as HBO Max introduced on-site movie productions again on-line, they did so with a watch on serving to native distributors profit from having their locales featured on audiences’ screens. Dropping large purple pins with QR codes close to the shops filmed on and round places for its movie “In the Heights,” clients might scan the codes and redeem rewards from the native companies. Complete with a micro-site to assist folks discover the pins, the marketing campaign wrapped with a spot on the Digiday Awards shortlist for Best Multi-Platform Campaign.
Expedia is aware of journey, and because the world cautiously returns to the roads, the air and locations, the full-service journey web site supplied inspiration and suggestions to provide vacationers confidence of their plans. They additionally replicated celebrity Joe Jonas’s hand and distributed 500 of the precise replicas for individuals who would possibly want a bit of precise hand-holding on their first journey after quarantine. The marketing campaign, in flip, handed Expedia a finalist spot for Best PR Campaign.
Check out the total shortlist beneath as we anticipate the judges’ selections on all of the Digiday Awards finalists.
Best CreativeTapjoy and Bully Pulpit Interactive – The Biden/Harris 2020 Presidential CampaignComedy CentralVerizon and Madwell – The ResetLand Rover and OutsidetwelvenoteKnown and Shift4 – Inspiration4
Best CollaborationSHISEIDO and Dentsu Inc. – “Camellia” The model movie we didn’t shootPepsi, NFL and Roc Nation – Super Bowl LV Halftime ShowGenero and Nespresso – Nespresso TalentsFox News Media and Tunnel to Towers Foundation – Memorial Day Special Branded ContentINNOCEAN USA and Hyundai Motor America – The Un-AdventurersDigital Dominance and ResMed – Changing lives with each breath
Best Use of SocialNomadic Agency – Capcom Resident Evil Village Alternate Reality GameCourageous Studio – AT&T Forces of ChangeInitiative – Gen Z chooses Rexonaeos merchandise and Mischief @ No Fixed Address – Cooch Blessings CampaignFebreze and M Booth – Bedazzling Millennials with a Kardashian Brand FanCampfire and The INKEY List – #AskINKEY Campaign
Best Use of MobileBuzzerTapjoy and Bully Pulpit Interactive – The Biden/Harris 2020 Presidential CampaignAki Technologies and Family GreenbackInsider – Rebranding with New Mobile App Launch(General Mills) Nature Valley & Mindshare – Sensory Ads by RUMBLENTWRK
Best Use of VideoKnown and TikTook – It Starts On TikTokCarMax – “Pinch Me”TV LandCONVICTSXX Artists – Ancestry’s Kidsplaining SeriesEdelman and TAZO Tea (Unilever)
Best Use of Influencer Marketing – NEWMG Empower and Bumble – #MyLoveIsBlackLoveCollab, OMD and PepsiCo – Late Night Tastebudseos merchandise and Mischief @ No Fixed Address – Cooch Blessings CampaignZeno Group and Crest – Crest Whitening’s Beauty BreakthroughMTN DEW GAME FUEL – 2020 Gaming Influencer CampaignKnown and TikTook – It Starts On TikTook
Best Product Launch CampaignBarbarian and Fenty Beauty – Fenty Eau De Parfum Ghost StoresNYX Professional Makeup – Shine Loud High Shine Lip Color LaunchAccompany Creative – Launch of Nespresso Premium Single-Origin Coffee PortfolioSignia & Griffin360 – Signia Active X listening to support launchDegree – Launch of Degree InclusiveOMD and PepsiCo – Launch of Mountain Dew Major Melon
Best Branding Campaign B2BInsider and ING – Transforming Business/Changemakers’ Playbook campaignOracle – Wall Street Journal Brand Advertising CampaignLycored – Nourishing connectionsIDG and Domo – State of the CIO Data DashboardTrelleborgWistia – Show Business
Best Branding Campaign B2CMovement Strategy and KlarnaSEEN Connects and Simply Be – Fit For An IconGSG and ASICSPepsi – Match Me if You CanInvestingChannel – IG US CONTENT SERIES AWARDSummersalt – “Every Body Is A Summersalt Body” Campaign
Best Multi-Platform CampaignViacomCBSHBO Max – On LocationMovement Strategy and Looney TunesEvoke and Foundation Consumer Healthcare, Plan B One-StepImprint Projects and Amazon Studios – “All In For Voting”Weber Shandwick & Excedrin (GSK Consumer Healthcare) – Game Over for Headaches
Best Search CampaignGoodapproach Group and Anytime FitnessInvestis Digital and Happy ValleyIn The Know GlossaryTerakeet and Leading Mortgage/Lending CompanyJanuary Digital for David’s BridalAdtaxi
Best Strategy Pivot – NEWAmerican Century Investments – #ACCFantasyGolfWeber Shandwick & Excedrin (GSK Consumer Healthcare) – Game Over for HeadachesHavas Atlanta, Social Center (The Coca-Cola Company – North America), MoxieWarm StreetAtlassianHubilo
Best Audio CampaignEdelman & Good Humor (Unilever)Velocity, ViacomCBS and LEGO® – Lego Friends PodcastNickelodeon and iHeartRadio – Avatar: Braving the Elements podcastCBS News – My Life Of Crime PodcastIn The Know – We Should Talk
Best PR CampaignEdelman & Dove (Unilever)Expedia & Zeno Group – Lend A Helping Hand to Anxious VacationersWeber Shandwick, Chicago – “Swim Heard Round the World”Weber Shandwick, Chicago – American Pecans – Super Safe Pecan DebateMovers+Shakers & e.l.f. Cosmetics – Chipotle Mexican Grill & DayOne AgencyThe Martin Agency – UPS and J Balvin #JuntosImparables
Most Innovative WriterThe DodoBDGWAVE.tvDotdashIn The KnowCourageous Studios
Best Gaming/esports CampaignIn The Know BowlSHISEIDO, Dentsu Inc. – “Camellia” The model movie we didn’t shootBEN Group, Electronic Arts, and Velan Studios – Launch of “Knockout City”Viral Nation – PUBG MOBILE Version Update LaunchEdelman & Edgewell Personal Care (Schick)Enthusiast Gaming and TikTook – TikTook Gamers Greatest Talent
Most Innovative Media AgencyKnownKyra MediaCanvas WorldwideSela, a PCA Group Company, and OZNaturalsm/SIXOMD Worldwide
Most Innovative BrandPepsi – PepsiCo Beverages North AmericaReverb – The Pedal MovieLycored – Nourishing ConnectionsNoomNTWRKKnown and Shift4 – Inspiration4
Most Innovative Technology PlatformVidMobIterableSTN VideoTruthsetIntowow YieldboosterPremion
Most Innovative Independent AgencyMovers+ShakersB-ReelImprint ProjectsKlick Well beingWe are Rosie – Welcome To A New Way To WorkSEEN Connects
Leader of the YearOS Studios – John Higgins, CEOSEEN Connects – Sedge Beswick, Founder and Managing DirectorBev – Alix Peabody, Founder and CEOCollectively – Ryan Stern, CEOPepsiCo Beverages, North America – Greg Lyons, CMOHUM Nutrition – Walter Faulstroh, Co-founder & CEO
https://digiday.com/media/the-2021-digiday-awards-shortlist/
