La campaña de Justino, de Loterías y Apuestas del Estado, creada por Leo Burnett Madrid, ha sido premiada como Global Silver Winner en la categoría “Beyond Facebook/Integrated”, al utilizar Facebook de forma creativa en una campaña de medios a gran escala. Facebook ha anunciado hoy los ganadores de la quinta edición anual de los Global Facebook Awards para reconocer el mejor trabajo creativo en Facebook e Instagram durante el año pasado. Se trata de premios entre 2.000 candidaturas de todo el mundo. De hecho, dos tercios de las candidaturas son internacionales.
Ganadores Globales de 2016: (Resumen abajo)
EL premio Blue —el premio de honor en los Facebook Awards—para R/GA por la campaña Beats by Dre
El premio Facebook For Good— reconoce la excelencia en campañas creadas para ONGs —para la campaña “Dame un Corazón” de Ogilvy & Mather en Chicago, que animaba a que las personas se registrasen como donantes de órganos y tejidos
El premio para Pequeñas Empresas—nueva categoría este año— para Squatty Potty’s para la campaña The Unicorn Changed the Way I Poop, una divertida campaña que consiguió ventas directas.
Ganadores Regionales de 2016:
Los ganadores regionales de Norteamérica, Latinoamérica, EMEA y Asia Pacífico
Tendencias de los Premios Globales en 2016:
– El vídeo dominó en todas las regiones incorporando algún tipo de componente de Facebook video.
– Más de tres cuartas partes de los candidaturas ganadoras de Europa y Oriente Medio incluyen un componente de vídeo. El 80% de las candidaturas ganadoras de Asia Pacífico incluyen vídeo. En Latinoamérica también se ha apreciado un fuerte uso de Facebook Video.
– Parte del contenido más efectivo se enfocó en el humor para conseguir interés e interacciones.
– Las campañas de Asia Pacífico continúan utilizando el humor para captar atención y ‘engage’ con la audiencia. Dos campañas que utilizaron el humor para conseguir resultados este año fueron The Laziest Competition Ever para Carlton and United Brewing y The Boys para Pacific Brands Underwear, ambas creadas por Clemenger BBDO Melbourne
– Las marcas han pensado “a lo grande” uniéndose a causas o ideas mayores que su negocio.
– “El marketing basado en objetivos” funcionó bien en Facebook, ya que las campañas que invitaban a la gente a hacer algo noble fueron rompedoras y emotivas para los consumidores. Desde Subaru y los perritos, a Frito Lay y Pride, los consumidores apoyaron a las marcas por una buena causa.
– Las tendencias específicas de cada mercado demostraron la diversidad internacional de los Facebook Awards.
– Las candidaturas de Latinoamérica, que anteriormente provenían de Brasil, se diversificaron aún más, con candidaturas de Argentina, Perú, Venezuela y otros.
– Las nuevas categorías captaron el interés de los Facebook Awards 2016.
– Más de 600 pymes participaron en la nueva categoría de Pequeñas Empresas enviando sus candidaturas. Esta categoría está diseñada para reconocer a las pymes que están teniendo buenos resultados en Facebook.
– Para subrayar la creatividad inherente en todas las campañas de Facebook, la nueva categoría de Innovación generó más de 100 candidaturas en 2016. Esta categoría reconoce a aquellas campañas que atraen audiencias de formas nunca antes vistas.
– Los anunciantes han respondido de forma positiva a la nueva categoría “Mejor Uso de Facebook”, que reconoce los negocios con mejores conceptos de Facebook e Instagram para sus campañas. Más de 450 candidaturas se han recibido en esta candidatura.
Ganadores globales de los Facebook Awards 2016 (RESUMEN COMPLETO)
Lista de todos los ganadores de los Facebook Awards en todas las categorías: Blue, Gold, Silver y Bronze. El premio Blue ha sido para la compañía Beats by Dre (EE.UU.) por su campaña en colaboración con Universal Pictures para la promoción de la película Straight Outta Compton, que cuenta precisamente la historia del grupo musical del que formó parte el cofundador de la compañía, Dr. Dre.
Respecto a los ganadores del premio GOLD, la categoría “Beyond Facebook/Integrated”,
– incluye campañas que van desde concienciación sobre la adopción de perros hasta concienciación sobre la importancia de compartir las tareas del hogar entre hombres y mujeres;
– en “Mejor Uso de Facebook”, han destacado campañas de empresas procedentes de EE.UU, Brasil y Australia; en la categoría Facebook for Good se ha premiado a la campaña “Dame un Corazón” (EE.UU.) para concienciar sobre la donación de órganos;
– la última categoría de los premios GOLD es la de “Pequeñas Empresas”, que ha recaído sobre Squatty Potty y la campaña “This Unicorn Changed the Way I Poop” (EE.UU.)
Lista completa a continuación:
BLUE Winner: Beyond Facebook/Integrated
Beats by Dre / R/GA (USA)
Without Compton there would be no Dre, and without Dre there would be no Beats. Universal Pictures partnered with Beats by Dre to promote Straight Outta Compton – the biopic movie of the headphone company’s founding father and billionaire rap mogul – Dr. Dre – growing up in one of the most notorious neighborhoods in the world. Beats is the latest chapter of Dre’s story, but he’s always remembered where he came from.
We started with the insight that the place you are from is so much bigger than a city. The movie was a statement of hometown pride: we’re all straight outta somewhere. Based on this, we developed a simple way for people to celebrate that pride and share it with others, like a badge of honor. This integrated campaign would celebrate every city in the world. Our audience? Anyone who wanted to show pride.
We aimed the campaign at those who shared a hometown with Dre, like Serena Williams and Richard Sherman, then the rest of the world. The world’s biggest celebrities joined in without receiving any endorsement money from Beats, as laying claim to your roots is one of the most empowering and prideful actions you can take in life. We started with over 100 influencers across music, sport and pop culture to tell us where they’re #StraightOutta and how that shapes their story, but The most crucial part of the campaign was creating an app for people to make their own custom memes to rep their own hometowns by simply typing in their city name, uploading an image and sharing to Facebook. We planned to go global after the US launch, due to the movie not being released until later dates. However, the campaign started to reach global consumers at an alarming pace (no ‘global’ category, Facebook Studio?).
By giving people a way to celebrate their roots, we could remind them of the powerful story of Dre’s roots, and pack out movie theaters across the world.
Global GOLD Winners:
Beyond Facebook/Integrated
The Subaru Make a Dog’s Day Initiative – Subaru of America / Carmichael Lynch (USA)
Every year, millions of dogs have to be killed while awaiting adoption. As a longtime partner of the ASPCA, and the car brand with the highest percentage of dog owners, Subaru wanted to help. To raise awareness of this issue, we worked with Facebook to launch The Make A Dog’s Day Initiative — a national movement designed to inspire dog owners everywhere to invent new and innovative ways to make their dog’s day, and to then share their videos and content with the world. The goal? By popularizing the highly entertaining #MakeADogsDay content, we were able to then dramatically raise awareness for the ultimate way to make a dog’s day — the day they get a new home.
Unsuitable Journey – M.J. Bale/ Whybin/TBWA Sydney — (Australia)
Australians travel further for business than any other nation, especially into Asia, Europe and the United States. This leaves them with the constant struggle of looking their best when they hop off their plane and go straight into the boardroom. Differentiation in the male suiting category is tough. Owning durability and performance for business travel is a key differentiation pillar for M.J. Bale. The suits are constructed with 100% Australia Merino wool. Because of the ‘memory’ within the wool microns, no matter how hard a gent wears their suit, whether it is crushed or stretched, the wool will always ‘bounce back’ to look and fit perfectly.
https://www.facebook-studio.com/gallery/submission/unsuitable-journey
Ariel – Share the Load/ Proctor and Gamble India/ BBDO India — (India)
Overview: Ariel was facing loss of emotional equity and relevance. The task? Get the attention of and engage our consumers around Ariel’s promise of ‘best stain removal in one wash so anyone can do laundry’. So we tapped into a deep-rooted Indian insight; Women in India has two jobs – one at the office and the other at home. So after last year’s successful movement #ShareTheLoad, this year’s objective was to go wider and deeper and take the conversation further. But to go take the conversation ahead, we had to go back. And find the root of the problem. That’s when research unearthed an interesting statistic. ‘70% of Indian kids believe laundry is their mother’s job’. This revealed that inequality at home starts at childhood. And is unknowingly instilled by parents. And thus began Dads #ShareTheLoad.
https://www.facebook-studio.com/gallery/submission/ariel-dads-apology-3
Best Use of Facebook
SONIC #SquareShakes – SONIC Drive-In/ Goodby Silverstein & Partners (USA)
There are over 178 million photos tagged #food on Instagram. But less than 0.00001% of these photos featured food from SONIC Drive-In – America’s most popular drive-in restaurant. Our goal was to encourage the millions of millennials sharing food photos on Instagram to share images of food from SONIC too. So we teamed up with famous Instagram chef @ChefJacquesLaMerde to create SONIC #SquareShakes – the world’s first product designed to be Instagrammed.
The Kidsbook Collection – Itaú/Africa (Brazil)
Itaú, one of the largest banks in Latin America, believes that culture has the power to change the world.
That’s why the bank has been investing in culture for over 25 years and created «Read for a child», a project that has already distributed 40 million books for free. Despite all the support, brazilian culture is facing a problem: time spent on reading books is decreasing while time spent on Facebook is growing. As usual, the problem was hiding an opportunity: if everybody is on Facebook, why don’t we have books there too? That’s how Kidsbook Collection project was born. We created a new kind of pocket books displayed at the perfect shelf: parents’ timeline. To make it possible we hacked Facebook Canvas: instead of creating an ad, Itaú created a new way to read for children.
https://www.facebook-studio.com/gallery/submission/the-kidsbook-collection-3
Silent Ads – Hotels.com / CP+B (USA)
Like a lot of brands, Hotels.com uses Facebook to reach consumers. And like all brands that post on Facebook, Hotels.com has to deal with the reality that ads auto-play silently. This poses a challenge to consumer engagement, as video with no sound has much less breakthrough capacity. So, the goal with this Facebook campaign was to create work that could breakthrough the “wall of silence” and improve consumer engagement. To break through the “wall of silence”, we created work specifically designed for the Facebook silent auto-player. Using Captain Obvious to acknowledge the obvious fact that ads auto-play silently on Facebook, we made “silent ads” that were able to draw users in. They were invited to engage with the ads and then rewarded when they did.
The Boys – Pacific Brands Underwear/ Clemenger BBDO Melbourne (Australia)
Bonds is the biggest underwear brand in Australia. For years they have had little to no competition in this category. Bonds had become ubiquitous, and pretty much the standard that men were comfortable with. In recent times however blokes had been forced to consider alternatives. Aggressive private labels had ramped up their attack and were half the price of Bonds. And as ‘fast followers’ their product innovation and styles closely replicated Bonds, leaving a value equation even the most loyal Bonds customers had to process. In 2015 Bonds Mens Underwear sales were down 14% YOY in a category that was growing at 21% YOY. Given the strength of competitive market factors, Bonds knew they had to be clever in how they started to firstly get men to care more about their undies, with the longer-term ambition of eventually helping the men of Australia to justify the price premium that comes with a pair of Bonds.
https://www.facebook-studio.com/gallery/submission/the-boys
Facebook for Good
Give Me A Heart – Organ, tissue, and eye donation / Ogilvy & Mather Chicago (USA)
There are over 4,000 people on the heart transplant waiting list in the US. There aren’t enough donors, and registering is perceived as being too complicated. To encourage more people to register as donors, Donate Life America used Instagram’s heart icon as a simple way to sign up. The campaign features portraits of actual people who are on the heart transplant waiting list. Their posts told the story of how long they’ve been waiting, and what they would do if they received the gift of life. Taking advantage of the native functionality of Instagram, we asked Instagram users to «Give me a heart» – both metaphorically through a double-tap, and literally by signing up to be a donor.
Small Business
This Unicorn Changed the Way I Poop – Squatty Potty / Squatty Potty (USA)
Talking about poop isn’t easy. We knew we had to incorporate humor in order accomplish three objectives: Drive direct sales online and increase sales in retail for a positive ROI/ Get people talking about our brand in their daily conversations and get people to share the video online. We had wanted to create a flagship video since Squatty Potty was born, but nothing seemed to grab us until we met our beloved magical pooping unicorn. In This Unicorn Changed The Way I Pooped, Squatty Potty enlisted The Prince of Poop and his counterpart, a magical unicorn, to help sell our fabulous toilet stool. It was a challenge to produce something that appealed to the masses, because everyone poops, and so all humans are our audience. We needed to both entertain and educate our potential customers on why they absolutely need to use a Squatty Potty to poop better. As it turns out, we were able to grab the attention of people of all ages and demographics. The more people enjoyed it, the more it spread and the more we sold.
Global SILVER Winners:
Innovation
Dreams of Dali – The Dali Museum / Goodby Silverstein & Partners (USA)
F21 Thread Screen – Forever 21 / BREAKFAST (USA)
Facebook for Good
KAFA (enough) Violence & Exploitation – NGO/ Leo Burnett Beirut (Lebanon)
https://www.facebook-studio.com/gallery/submission/kafa-enough-violence-exploitation-6
Beyond Facebook/Integrated
Justino — Loterías y Apuestas del Estado, Leo Burnett Madrid (Spain)
https://www.facebook-studio.com/gallery/submission/justino-4
Best Use of Facebook
Smirnoff Instagram Your Fridge – Lion/ Special Group (New Zealand)
https://www.facebook-studio.com/gallery/submission/smirnoff-instagram-your-fridge
Bufferface – Verizon / R/GA (USA)
Don’t Like & Drive – Ford Motor Company/ Blue Hive Brazil (Brazil)
https://www.facebook-studio.com/gallery/submission/dont-like-drive
The Tough Sell – Volkswagen Australia/ DDB Sydney (Australia)
https://www.facebook-studio.com/gallery/submission/the-tough-sell
Global BRONZE Winners:
Facebook for Good
I Am A Witness – Ad Council / Ad Council (USA)
Give Mom Back Her Name – NGO/ IMPACT BBDO (Egypt)
Beyond Facebook/Integrated
Rainbows – Frito-Lay / Goodby Silverstein & Partners (USA)
Best Use of Facebook
Handheld – Westpac/ DDB New Zealand (New Zealand)
https://www.facebook-studio.com/gallery/submission/handheld-rescue-4
The Laziest Competition Ever – Carlton and United Brewing/ Clemenger BBDO Melbourne (Australia)
https://www.facebook-studio.com/gallery/submission/the-laziest-competition-ever
Saudi Women’s Online March – P&G/ Leo Burnett Beirut (Saudi Arabia)
https://www.facebook-studio.com/gallery/submission/saudi-womens-online-march
