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IAB's 2010 MIXX Awards Finalists An Impressive Roster of Achievement


									August 23, 2010
New York
IAB Press Release

IAB’s 2010 MIXX Awards Finalists: An Impressive Roster
of Achievement
Unparalleled Range of Creativity Captures
Explosive Innovation in Digital Advertising

The Interactive Advertising Bureau (IAB) today announced the finalists in the sixth
annual MIXX Awards, which now join a prestigious list of marketers and agencies who
have already been recognized by the most sought-after honor in interactive advertising
and marketing. The MIXX Awards are the only accolade that recognizes creativity and

"This year's finalists are an extraordinary testament to the innovation that is driving
marketing, advertising and consumers' brand experience in bold new directions," said
David Doty, SVP & CMO, IAB. "The robust competition this year raises the bar for
everyone, and the finalists' significant evidence of success demonstrates that online
media is now the fulcrum of winning marketing campaigns."

"Reflecting the vibrancy of interactive advertising, this year the MIXX Awards
encompass such new categories as Experimental and Innovative, Mobile Apps and Viral,
in both full campaigns and single executions. The winners of the 2010 MIXX Awards—
debated and determined by a cross-industry assembly of 32 industry leaders from the best
agencies, marketers and publishers—will be revealed at a gala dinner on September 28,
during Advertising Week in New York City. "This year's gala promises to set a new level
of excitement—and fun," said Doty. "We'll celebrate the winners of the gold, silver,
bronze and coveted Best-in-Show awards, with our host—comedic actress Olivia

MIXX 2010 Finalists by Category:

Experimental and Innovative
CBS & Pepsi Max & OMD, Mondays to the Max: Video in Print
Jay Jays & Visual Jazz, Dance Off 3D
Paramount Pictures & MEC, Paranormal Activity
Volkwagen & AKQA, Inc., Real Racing GTI
Gillette Fusion & BBDO New York and Proximity Canada, Gillette Blade Change
Hershey’s & OMD, Reese’s Perfect Xbox Live Halloween Event
Nestle & Threshold Interactive, Dude, Where’s my Bar?
Unilever & Mindshare, AXE Deodorant Bodyspray Education “Double Pits to Chesty”

Brand Awareness and Positioning
Air New Zealand & tenfour, Kiweets Twitter Promotion: Make Flying Fun Again
AMC & Deep Focus, Inc., Mad Men Yourself
HBO & BBDO New York, HBO Imagine Integrated Campaign
Kimberly-Clark & Organic, Inc., U by Kotex

Search Marketing
Adobe Systems Incorporated & Covario,Connect & Conserve
Coca-Cola & AKQA, Inc., Live Positively
French Culinary Institute & Greater Than One, French Culinary Institute
General Motors & SMG Search, GM Cash for Clunkers

Direct Response
Burger King & Crispin Porter + Bogusky, BK Dollar Holiday Cards
Mars Direct, Inc./MY M&M's & imc2, MY M&M's Valentine's Day 2010
RBC Royal Bank Student Banking Products & Proximity Canada, RBC 2009 FALL
Travelers Insurance & SapientNitro, The Manifesto Campaign

Social Marketing
Kraft Foods - Lacta & OgilvyOne Worldwide, Athens, Love in Action
McDonald’s & Oddcast, Avatarize Yourself
Travelocity & McKinney, Choose the Gnome’s Adventure
Universal Pictures & Condé Nast Digital, Repo Men

Lead Generation
Children International & 15miles, the interactive-media division of TMP
Directional Marketing, Online Donations Up, Economy Down
Ford & Martha Steward Living Omnimedia, Warriors in Pink - Powered by Ford
MetLife & Neo@Ogilvy, 2009 Term Life Insurance
RBC Royal Bank Student Banking Products and Proximity Canada, RBC 2009
IBM & Ogilvy New York, TheSmarterCity
Qwest Communications & McKinney, Listening Not Talking
Qwest Communications & McKinney, Puzzles
UPS & Federated Media, UPS: POPURLS Brown Edition Delivered by UPS

Product Launch
Discovery Networks & PHD, Discovery Channel’s LIFE Premiere Tune-in Campaign
Doritos & Proximity / BBDO, Doritos Viralocity
McDonald’s & OMD, McCafe Launch
Volkswagen & AKQA, Inc., Real Racing GTI

Public Service/Not For Profit
Colorectal Cancer Association of Canada & Ogilvy Montreal, getyourbuttseen
John F. Kennedy Presidential Library & The Martin Agency & Domani Studios, We
Choose The Moon
National Women’s Law Center & The Concept Farm, Being a Woman is Not a Pre-
exisitng Condition
The City of Calgary: Waste & Recycling Services & The City of Calgary: Corporate
Marketing & Communications, The City of Calgary Blue Cart Campaign

Cross-Media Integration
Travelocity & McKinney, Choose the Gnome’s Adventures
True Blood & HBO, Hacking Reality Campaign
Mazda & Doner, 33 Keys
Nissan North America & TBWA\Chiat\Day., Cube Mobile Device

Degree Men & BrightLine iTV, Degree Futbol
Ford & Telemundo & Zubi, Perro Amor Ford Integration
Proctor & Gamble - Herbal Essences, Olay, Crest, Dawn, CoverGirl, Orgullosa de
tu Belleza and Starcom MediaVest Group, De Moda
Sprint & Telemundo & Mindshare Worldwide, Perro Amor Sprint Integration

Digital Integration
HBO & BBDO New York, HBO Imagine Integrated Campaign
Kraft Foods - Lacta & OgilvyOne Worldwide, Athens, Love in Action
Nationwide Insurance & McKinney, World’s Greatest Spokesperson
OgilvyOne Worldwide, The Search for the World’s Greatest Salesperson
VOD and Interactive Television
Abreva & BrightLine iTV, Cold Sore Confessions
Burger King & BrightLine iTV, BK Steakhouse
Coors Light & MC Media, Coors Light Advanced Television Campaign
Polaris Industries, Victory Motorcycles & The Integer Group & The Band, Inc.,
Victory Motorcycles “Fuel It” Interactive TV Campaign

Mobile Platforms and Apps
MasterCard Worldwide & McCann Erickson, Priceless Picks
Microsoft Bing & Point Reach, Bing for Mobile
Molson Canadian & MyThum Interactive, Molson Canadian Hockey House
Volkswagen & AKQA, Inc., Real Racing GTI

Brand Destination Site
Hasbro & Tribal DDB London, Monopoly City Streets
The Pacific & HBO, The Pacific - Website
Toyota & Saatchi & Saatchi LA, NASCAR Sponsafier
Wm. Wrigley Jr., Co. & Firstborn and EVB,

Rich Media Display Ad
T.G.I. Friday’s & Digitas, Call Woody
T.G.I. Friday’s & Digitas, DeBurger Woody
Unilever & Dove & Mindshare, Ryan iDirect & Yahoo! Dove Men+Care featuring
Drew Brees
Walt Disney Studios Motion Pictures & BLT & Associates, The Princess and the Frog
Peelback Unit

Mobile Platform or App
Microsoft Bing & Point Reach, Bing for Mobile
Pizza Hut & imc2, Pizza Hut iPhone App
Time Out London & SMIRNOFF & TigerSpike, The SMIRNOFF and Time Out
London iPhone App
UrbanDaddy & Big Spaceship, The Next Move

Hasbro & Tribal DDB London, Monopoly City Streets
Honey Nut Cheerios & Saatchi & Saatchi, Honey Defender
Kia Motors America & Initiative +, Kia Soul Launch Xbox
Volkswagen UK & Tribal DDB London, The GTI Project
Interactive Video/Online Commercial
AMC & Deep Focus, Inc., Mad Men Yourself
Cisco & OgilvyWest & Neo@Ogilvy, New York Times Disruption with Video
Coca-Cola & Definition 6, Coca-Cola “Happiness Machine” Video
Jay Jays & Visual Jazz, Dance Off 3D

Branded Content
Frito Lay & OMD, Only in a Woman’s World
Lion Nathan & ZenithOptimedia Australia, 6 Beers of Separation
Starbucks & PHD, Coffee Authority
Toyota Motor Sales, USA & Saatchi & Saatchi LA, Toyota Venza Apperite for Life

AMC & Deep Focus, Inc., Mad Men Yourself
American Honda Motor Co., Inc. & RPA, Everybody Knows Somebody Who Loves a
Kimberly-Clark & Organic, Inc, U by Kotex*: Help Me Choose
OfficeMax & JibJab Media, Elm Public Relations & Grand Central Marketing,
ElfYourself 2009

Digital Out-of-Home
Mars - Snickers & MediaVest, Snickers Snacklish GPS OOH
Pepsi Co. & Sobe & Firstborn, SoBe Reskin
Toyota Motor Sales, Inc. & Saatchi & Saatchi LA, Toyota Prius iPhone App with
Times Square Reuters Board
Unilever & SapientNitro, Smile Activated Vending Machine

About the MIXX Awards

The MIXX Awards are the only juried advertising competition that evaluates all
critical components of the interactive marketing mix, including strategy, creative,
execution and results. The winners of the MIXX Awards are announced at a gala
dinner, this year on September 28, during the MIXX Conference & Expo. They
both take place near the start of New York City's Advertising Week, a gathering of
the media and marketing industries that typically draws 10,000 professionals to
conferences, seminars and parties celebrating advertising and its evolution.

To learn more about the MIXX Awards and view the complete gallery of past
MIXX winners please visit:
To find out more about the MIXX Conference and Expo, please go to:

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 460 leading
media and technology companies who are responsible for selling 86% of online
advertising in the United States. On behalf of its members, the IAB is dedicated to
the growth of the interactive advertising marketplace, of interactive's share of total
marketing spend, and of its members' share of total marketing spend. The IAB
educates marketers, agencies, media companies and the wider business community
about the value of interactive advertising. Working with its member companies,
the IAB evaluates and recommends standards and practices and fields critical
research on interactive advertising. Founded in 1996, the IAB is headquartered in
New York City with a Public Policy office in Washington, D.C. For more
information, please visit

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