2016 IAB MIXX Awards Shortlist



IAB is proud to announce the 2016 international IAB MIXX Awards shortlist. The list showcases 163 pacesetting campaigns from 11 countries, exemplifying what works today on interactive screens, while pointing to what the future holds for the digital advertising arena.

The finalists and winners will be honored at the 12th annual IAB MIXX Awards show, that is the culmination of the preeminent two-day IAB MIXX Conference held during Advertising Week in New York City.

Brand Strategies & Objectives

Brand Awareness & Positioning

REI & Venables Bell & Partners
#OptOutside

Netflix & MEC and BBH New York
House of Cards FU 2016

American Honda Motor Co. & RPA
Paper

Beats by Dre & PMG and R/GA
Straight Outta Somewhere

Cervecería Cuauhtemoc Moctezuma Heineken México & Nómades México
You Need to Watch More Baxing

Brand Citizenship / Cause-Marketing

Hefty & Havas Worldwide Chicago
#SaidNoSchoolEver

Bank of America & Hill Holliday
#PassTheFlame: 2015 Special Olympics

Paul & UM and McCann Romania
Bittersweet Pies

P&G’s Always & Starcom, Leo Burnett Chicago, and MSLGROUP
#LikeAGirl: Girl Emojis

Google & 72andSunny, Novalia, and Monster Media
Vote For A Better Bay Area

Branded Content

Dunkin’ Donuts & DigitasLBi
#WTFast: Behind The Scenes

GE & BBDO New York
GE Podcast Theatre Presents: The Message

GE & T Brand Studio and Giant Spoon
GE Virtual Reality

Mondelēz International’s Lacta & OgilvyOne Worldwide Athens
Love Like There’s No Tomorrow

Samsung Electronics America & Starcom and 72andSunny
Rihanna’s ANTIdiaRy

Branded Utility

letgo & CP+B Miami
Commercializer

Unilever’s Dove Hair & Mindshare
Dove Love Your Curls Emojis Keyboard

GlaxoSmithKline’s Flonase & PHD and Wunderman Health
Flonase Allergy Tracker

Reynolds Wrap & Havas Worldwide Chicago
Reynolds Endless Table

Sherwin-Williams & McKinney
The Most Colorful Search Ever

Business-to-Business

Boeing & Discovery Communications, The Documentary Group, & Initiative
#THEAGEOFAEROSPACE

Facebook & Facebook-The Guild
Your Business Story

Lenovo & Traction
Users Happen

Zulu Alpha Kilo
#SayNoToSpec

Xerox & Y&R New York
Work Can Work Better

Cracking the Code

Sony Pictures Entertainment’s Spectre & UM
Bond... James Bond: A Snapchat Secret

Unilever’s Dove Hair & Mindshare
Dove Love Your Curls Emojis Keyboard

Untold Festival and National Institute of Blood Transfusion & UM and McCann Romania
Pay With Blood

The U.S. Food and Drug Administration & Rescue
Fresh Empire Campaign

BAE Systems & Team BAE
The Puzzle

Data-Inspired Creative

Mars Chocolate Australia’s Snickers & Clemenger BBDO Melbourne
Hungerithm

TAM & Wunderman Brasil
Round Trip Affection

Netflix & Circus
Social Trailers

Uniqlo & Isobar Australia
UMOOD

Microsoft & Wunderman Seattle
Your Xbox Year in Review

Digital to Destination

Dunkin’ Donuts & DigitasLBi
#WTFast: Integrated

Red Roof Inn & 360i
From Brake Lights To Rested Nights

Mars Chocolate Australia’s Snickers & Clemenger BBDO Melbourne
Hungerithm

American Express & DigitasLBi
Small Business Saturday 2015: Show Your Love

Uniqlo & Isobar Australia
UMOOD

Direct Response and Lead Generation

Reese’s & UM, Havas Worldwide and Arnold Worldwide
#AllTreesAreBeautiful

Acura & Ignition
#RaceYourHeartOut

Mars Chocolate Australia’s Snickers & Clemenger BBDO Melbourne
Hungerithm

Airbnb & Starcom and TBWA\Chiat\Day LA
Love This? Live There.

American Express & DigitasLBi
Small Business Saturday 2015: Show Your Love

Internet of Things

Whirlpool & DigitasLBi
Connect To Care

Unilever’s Degree & Mindshare
Every Move Counts

Yumit Company & Wunderman Buenos Aires
Yumit

Live Experience Integration

Dunkin’ Donuts & DigitasLBi
#WTFast: Behind The Scenes

Dunkin’ Donuts & Hill Holliday
Dunkin’ Donuts Summer Soundtrack

Google & 72andSunny, Nexus Interactive Arts, Red & Co, Swift + Possible, Full Picture
Made with Code: LED Dress

MLB Urban Youth Academy & VML
Relay the Way

Samsung Electronics & McKinney
Samsung 4D VR Thrill Ride

Multicultural

P&G’s COVERGIRL & NBCUniversal Hispanic Group and Starcom
COVERGIRL & Latin American Music Awards

ShanghaiPRIDE 2015 & Wunderman Shanghai
Hold the Hands of the One You Love

Kia Motors America’s Soul and Sorrento & NBCUniversal Hispanic Group and Initiative
Telemundo’s El Maestro

Samsung’s Galaxy & NBCUniversal Hispanic Group, R/GA, and Starcom
Premios Billboard

The U.S. Food and Drug Administration & Rescue
Fresh Empire Campaign

Omni-Channel Storytelling / Cross-Media Integration

Fox Home Entertainment & Armed Mind, Think Jam, Allison + Partners, Hi5 and Zenith
Deadpool Gets Busy

Farmers Insurance & RPA
We Know From Experience

Netflix & MEC and BBH New York
House of Cards FU 2016

Samsung Electronics America & 72andSunny and Starcom
Rihanna’s ANTIdiaRy

Pacific Brands’ Bonds & Clemenger BBDO Melbourne
The Boys

Physical-Digital Integration

American Express & RadicalMedia
AMEX UNSTAGED: Disclose Your Face

PayPal and Airbnb & CP+B LA
Meet Halfway

Samsung Electronics & McKinney
Samsung 4D VR Thrill Ride

Lockheed Martin & McCann and UM New York, Weber Shandwick, Momentum Worldwide, and Framestore VR Studio
The Field Trip to Mars

Uniqlo & Isobar Australia
UMOOD

Product Launch

Huawei & Blast Radius
#OO

Dunkin’ Donuts & DigitasLBi
#WTFast: Integrated

Mondelēz International’s Cadbury Australia & SapientNitro
ChocPlusWhat?

Microsoft & Wunderman Seattle
Halo 5 Guardians Puzzle

Mondelēz International’s Oreo & 360i
Oreo Wonder Vault

Public Service

The Ad Council & R/GA
Love Has No Labels

Untold Festival and National Institute of Blood Transfusion & UM and McCann Romania
Pay With Blood

Headspace & Leo Burnett Melbourne
Reword

Lost-n-Found Youth & DigitasLBi
The Future of Hate, Stop HB 757

Social - Community Building

HBO’s Game of Thrones & 360i
#CatchDrogon

REI & Venables Bell & Partners
#OptOutside

Mondelēz International’s Cadbury Australia & SapientNitro
ChocPlusWhat?

The Ad Council & Goodby, Silverstein & Partners
I Am A Witness

Social - Influencer Marketing

Taco Bell & ZEFR, DigitasLBi and Deutsch
Taco Bell Quesalupa

Rémy Cointreau’s Louis XIII & Havas Media, Fred & Farid New York and Moroch Partners
#NotComingSoon

Dunkin’ Donuts & Hill Holliday
DDFieldPass: Excessive Celebrations

NBA 2K & CP+B LA
NBA 2K16 - Casting Call

Fox Home Entertainment
Ryan Reynolds IS Deadpool

Social - Real-Time Engagement

Reese’s & UM, Havas Worldwide and Arnold Worldwide
#AllTreesAreBeautiful

Beats by Dre & PMG and R/GA
Straight Outta Somewhere

Krylon & Deutsch
The First Ever Pinterest Yard Sale

Lost-n-Found Youth & DigitasLBi
The Future of Hate, Stop HB 757

Gatorade & VML
The Super Bowl Dunk

Brand Tactics & Tools

Branded Site

Sony Music Entertainment’s Legacy Recordings & Havas Worldwide New York
Bob Dylan: Studio A Revisited

National Geographic Channel & Neo-Pangea
Breakthrough Interactive Companion Experience

Netflix’s Narcos & WSJ. Custom Studios and MEC Digital
Cocainenomics

Google & 72andSunny, Unit9, Disney, Industrial Light & Magic, and Lucasfilm
Lightsaber Escape: A Chrome Experiment

U.S. Army & McCann Worldgroup, led by UM
Cryptaris Mission

Creative Optimization Ad Technology

letgo & CP+B Miami
Commercializer

Mars, Inc.’s IAMS & Starcom
Every Dog Deserves the Right Nutrition

Lexus & Team One
Lexus RX: An Immersive Storytelling Experience

Turkcell & Open and Publik
What A Nice Thing Football Is!

Media Markt & Opera Mediaworks and Isobar Turkey
Wish Delivery Ad

Digital Audio

Famou5 Foundation & Critical Mass
A Conversation of Consequence

Adobe & Goodby Silverstein & Partners
Audio White Papers

GE & BBDO New York
GE Podcast Theatre Presents: The Message

Cinemax’s Outcast & Campfire at SapientNitro
Outcast Interactive Trailer

Mars Chocolate North America’s Snickers Crisper & BBDO New York
Starving Artists

Display Ad

Moen & Contobox
Moen Reflex Faucet Campaign

Netflix’s Narcos & AvatarLabs
Narcos Season 1 Online Media

History
The Curse of Oak Island Game Banner

Disney & AvatarLabs
The Jungle Book YouTube Masthead

Geo-Targeting/Local

Tiffany & Co. & MEC
Gatecrash the Runway

BMW & Cadreon
Driving Moments That Matter

Dunkin’ Donuts & Trilia Media and Hill Holliday
Dunkin’ Donuts Waze Partnership

Energizer’s EcoAdvanced & MEC
Energizer EcoAdvanced

Samsung’s Galaxy S6 & Starcom
Geo-Fencing in the Programmatic Age

Interactive Out-of-Home

Allied Reit & SapientNitro
Mímir’s Well

Canon USA & 360i
Photo Coach

Pacific Brands’ Bonds & Clemenger BBDO Melbourne
The Boys

Google & 72andSunny, Novalia, and Monster Media
Vote For A Better Bay Area

Mobile - Branded App

Telenet & These Days - Wunderman
CamerApp

Miami HEAT & SapientNitro
Miami HEAT App

Mars Chocolate North America’s M&M’s & BBDO New York
Remix With M

Oscar Mayer & 360i
Sizzl

Teladoc & DigitasLBi
Teladoc Mobile App

Mobile - Branded Games

Google & 72andSunny, Unit9, Disney, Industrial Light & Magic, and Lucasfilm
Lightsaber Escape: A Chrome Experiment

Microsoft & Wunderman Seattle
Halo 5 Guardians Puzzle

Paramount Pictures International & MEC, Avatar Labs and Phunware
Mission: Impossible – Rogue Nation

Valvoline & TreSensa
Race of the Decades

History
The Curse Of Oak Island Dig Game

Mobile - Branded Site

Google & 72andSunny, Unit9, Disney, Industrial Light & Magic, and Lucasfilm
Lightsaber Escape: A Chrome Experiment

Cinemax’s Outcast & Campfire at SapientNitro
Outcast Interactive Trailer - Mobile

Target & 72andSunny
The Holiday Odyssey: A Storybook

Partnership for Drug-Free Kids & Hill Holliday
WeGotYou

Mobile - Display Ad

Samsung Electronics & Opera Mediaworks and Starcom Turkey
Fill the Banner

L’Oréal’s EverPure Cleansing Balm & PadSquad
L’Oréal Hair’Spiration Cards

Lexus & AOL and Team One
Lexus RX Vertical VideoPlus Swipe

BMW & Parsec and UM
Time-Based Ad: BMW 7 Series

Media Markt & Opera Mediaworks and Isobar Turkey
Wish Delivery Ad

Native

Sony Pictures Entertainment’s Spectre & UM
Bond... James Bond: A Snapchat Secret

Cedar Fair Entertainment Co. & Cramer-Krasselt
Cedar Point Catch-a-Ghost

Campbell Soup Co.’s Swanson Broth & MEC Global and BBDO
Fundamentals of Flavor

Reynolds Wrap & Havas Worldwide Chicago
Reynolds Endless Table

Charity Water & DigitasLBi
UnTasty Dishes

Search

FCA & Reprise Media
FCA’s Audience First Strategy

Intel Corporation & iProspect
PC Refresh 2.0

Pegasus Airlines & HYPE
Pegasus Plus: To be or not to be

American Express & Mindshare
Plenti Paid Search Connects Brands

TD Bank Group & Media Experts
TD Bank New to Bank Cash Offer

Video - Interactive Video Ad

Amazon Originals and Amazon Fashion & Tremor Video and Initiative
Amazon Originals: The Fashion Fund

Volvo & Innovid and MODI Media and Mindshare
Luxury Within Reach

Hotels.com & CP+B London
Skipping Ads

Lean Cuisine & Innovid and Huckleberry Agency
Taste It All

Disney & Opera Mediaworks
The Jungle Book Instant-Play HD Mobile Video Ad

Video - Online Commercial

The Ad Council & R/GA
Love Has No Labels

American Honda Motor Co. & RPA
Paper

Hyundai Motor America & INNOCEAN USA
Skip

Pacific Brands’ Bonds & Clemenger BBDO Melbourne
The Boys

Virtual and Augmented Reality

GE & T Brand Studio and Giant Spoon
GE Virtual Reality

Nissan North America & Critical Mass
Diehard Fan

Samsung Electronics & McKinney
Samsung 4D VR Thrill Ride

Lockheed Martin & McCann and UM New York, Weber Shandwick, Momentum Worldwide, and Framestore VR Studio
The Field Trip to Mars

Gatorade & VML
The Super Bowl Dunk