Marketing

Toggle

Article

Top Facebook campaigns this year

The 2015 Facebook Awards received over 2700 submissions from 160 countries, offering a snapshot of the state of creativity and innovation across the industry.

This year, the Blue Award — the top honour in Facebook Awards — went to Leo Burnett and Procter & Gamble for their Always’ Like a Girl campaign.

The Blue For Good Award — recognising excellence in campaigns created for charitable/non-profit organisations — went to the ALS Ice Bucket Challenge, a campaign which reset the bar, reaching more people than any event in Facebook history other the 2014 World Cup and raising more than US$220 million.

For campaigns from Singapore, McCann won the bronze for the Red Cross Singapore Social Technology Award.

Creative director, MRM// McCann, Dante Abelarde, said: “The project is a great case for showing the huge role social technology can play in driving audiences to take real and meaningful action beyond likes and shares. People naturally want to help out and mobile and social technology can enable them to do so.”

Another Bronze winner from Singapore was Facebook for Good/ CABCY’s campaign done by JWT Singapore/Mirum.

The Coalition Against Bullying for Children and Youth (CABCY) launched a campaign titled “Share it to end it” – a social media activation campaign designed to raise awareness and spark a conversation about bullying.

The 100-second illustration film for CABCY portrays a bullying victim’s silent suffering. The film gets shorter by a millisecond each time it is shared on Facebook and will disappear after 100,000 shares, ending the victim’s misery.

The past year has seen brands creating more immersive stories for their audiences on both Facebook and Instagram. Here is a snapshot of key trends for this year’s Facebook Awards, reflecting the broader industry:

  • More creative work across more geographies and more industries
    Submissions were received from over 160 countries, twice as many countries submitted to the Awards in years past. Emerging markets and Asian countries submitted the most work to this year’s awards pool, including this winning campaign from Lebanese non-profit KAFA that urged the passing of a law against domestic violence.
  • Facebook has become a key platform for brand building
    Brands are increasingly sharing stories on Facebook, where they can reach people where they spend the most time: on mobile.
  • Video has emerged as a dominant medium.
    70% of the submissions were video based, highlighting brands’ eagerness to capture attention and entertain audiences with video ads.
  • Instagram emerged as a central hub of strong brand creative
    35% more submission for Instagram this year proof that marketers are. keen to innovate on the platform.

Here are the campaigns that scored Gold at the Facebook Awards 2015:

  • Integrated/Facebook for Good: USA

The  ‘Love Has No Labels’ campaign, created by R/GA for the AdCouncil, goal was to open everyone’s eyes to bias and prejudice and work to stop it in our friends, our families, our colleagues and ourselves.

  • Integrated/Facebook for Good: USA

To help overturn Under Armour’s uber masculine image Droga5 created the “I Will What I Want’ campaign, which celebrated all women defying expectations and ignoring the noise of outside judgment.

  • Media: Poland

To help create buzz for LOT Polish Airlines in the media, DDB&tribal Warszawa created a campaign that brought everyone together by hanging mistletoe in each airplane, thus hanging it above the world. Through a responsive website, consumers were able to see the current position of the mistletoe and routes of the LOT airplane. Giving everyone around the world a reason to kiss.

  • Social Technology: Austria
  • LA Red was tasked with making sure the pro_cee’d GT, the first high-performance model in the Kia range, caught the attention of the digital advanced target group, which are young, dynamic and exclusively male. LA Red created a viral gaming app that reflects all the characteristics of the pro_cee’d GT itself: dynamism, sportiness and innovation. With the aim of encouraging our target group to get to know the brand and product in a playful way, enjoy themselves along the way and recommend the app to their friends and driving awareness of the pro_cee’d GT.

  • New Frontier: Lebanon
    • In Lebanon, there are no laws to protect women from domestic violence and for years Kafa, a leading Women’s Rights NGO, has been working relentlessly on developing a draft law project to protect women from domestic violence. Leo Burnett Beirut worked with Kafa to create a social activation inviting men and women to post their Red Thumb in support for passing the law on domestic violence. More than 20,000 physical and digital red thumbs were gathers and more importantly, the law passed.

 

Facebook Awards Winners 2015

BLUE:

BLUE FOR GOOD:

GOLD WINNER COUNTRIES:

  • Integrated/Facebook for Good: USA
  • Integrated/Facebook for Good: USA
  • Media: Poland
    • To help create buzz for LOT Polish Airlines in the media, DDB&tribal Warszawa created a campaign that brought everyone together by hanging mistletoe in each airplane, thus hanging it above the world. Through a responsive website, consumers were able to see the current position of the mistletoe and routes of the LOT airplane. Giving everyone around the world a reason to kiss.
    • https://www.facebook-studio.com/gallery/submission/kissalot-the-world-under-the-mistletoe
  • Social Technology: Austria
    • LA Red was tasked with making sure the pro_cee’d GT, the first high-performance model in the Kia range, caught the attention of the digital advanced target group, which are young, dynamic and exclusively male. LA Red created a viral gaming app that reflects all the characteristics of the pro_cee’d GT itself: dynamism, sportiness and innovation. With the aim of encouraging our target group to get to know the brand and product in a playful way, enjoy themselves along the way and recommend the app to their friends and driving awareness of the pro_cee’d GT.
    • https://www.facebook-studio.com/gallery/submission/gt-ride-viral-gaming-for-kia
  • New Frontier: Lebanon
    • In Lebanon, there are no laws to protect women from domestic violence and for years Kafa, a leading Women’s Rights NGO, has been working relentlessly on developing a draft law project to protect women from domestic violence. Leo Burnett Beirut worked with Kafa to create a social activation inviting men and women to post their Red Thumb in support for passing the law on domestic violence. More than 20,000 physical and digital red thumbs were gathers and more importantly, the law passed.
    • https://www.facebook-studio.com/gallery/submission/kafa-10

Awarded Countries:

 

 

 

Read More News

Trending

Leave a Reply

You must be logged in to post a comment.