Brilliant planning ought to be celebrated and the 4A’s did so with its presentation of the 2011 Jay Chiat Awards for Strategic Excellence at the Strategy Festival in New York City on Thursday, October 13. These global advertising awards honor strategic thinking and recognize those professionals who have developed strong, innovative insights and initiated their work through creative that inspires both consumers and business.
Of the 68 short-listed entries in 10 categories, there are 39 medal winners with 16 Gold; 9 Silver and 14 Bronze. 29 entries received Honorable Mention. Gold winners include: BBH; BrainJuicer; CP+B (2); Digitas; Droga5 (2); Fallon; Goodby Silverstein and Partners (3); Lowe & Partners; R/GA (2); Redscout; Starcom USA and Starcom Sweden/Le Bureau.
The winning entries are:
Brand Experience
Gold
- CP+B and Digitas — American Express: “Small Business Saturday”
- Goodby Silverstein and Partners — Adobe: “Museum of Digital Media”
Silver
- Droga5 — Microsoft Bing: “Decode Jay-Z with Bing”
- MRM Worldwide — U.S. Army: “At the Ready”
Bronze
- JWT Melbourne — Melbourne Writers Festival: “Democratizing Literature”
- The Martin Agency — Walmart: “The Smack Talk Launch of Call of Duty: Modern Warfare 2”
- McKinney — Qwest: “Starting a Conversation without Uttering a Word”
Honorable Mention
- R/GA — Nike: “The Film Room”
Campaign for a New Brand
Gold
- CP+B — Bolthouse Farms: “Baby Carrots | Eat 'Em Like Junk Food"
- Fallon — The Cosmopolitan of Las Vegas: “Just the Right Amount of Wrong”
Silver
- LBi — SeamlessWeb.com: “Hijacking an Icon of Food Delivery in New York City”
Bronze
- Gotham — Chobani: “A Love Story about Yogurt”
Honorable Mention
- Lowe Asia-Pacific — Nestlé Vietnam: “Cafe Viet | Are You Man Enough?”
- McGarryBowen — Verizon Wireless: “Power Trumps Pretty”
Communications/Media Strategy
Gold
- Droga5 — Microsoft Bing: “Decode Jay-Z with Bing”
- Goodby Silverstein and Partners — Adobe: “Adobe Creative Suite 5 Launch Campaign”
Silver
- Y&R Brasil — Santa Casa Blood Center: “Upgrading an Ancient Model”
Bronze
- VI Marketing and Branding —Oklahoma State Department of Health (OSDH) & Oklahoma Tobacco Settlement Endowment Trust (TSET): “5320”
Honorable Mention
- BBDO India — P&G/Gillette Mach3: “W.A.L.S. | Women Against Lazy Stubble”
- OMD — Pepsi: The Pepsi Refresh Project
- Optimedia — Citi Bank: “Citi Project Talk”
Creative Technologies
Gold
- Goodby, Silverstein and Partners: Dali Museum “Helping People See the World Through the Eyes of Dali”
- R/GA —Nike: “The Film Room”
Silver
Bronze
- R/GA — Converse: “The Sampler”
Honorable Mention
- COLLINS — New York Public Library
- JWT — Bloomberg “The Art of Looking Sideways”
- McKinney — Qwest: “Solving Problems by Creating Some”
- Razorfish NY — Unilever: Lynx “Lynx Stream”
Campaign for Existing Brand
Gold
- BBH — Unilever: “Axe | Clean Your Balls”
- Droga5 — Puma: “For the Joy of Sport”
Bronze
- BBDO India — P&G/Gillette Mach3: “W.A.L.S. | Women Against Lazy Stubble”
- Leo Burnett, USA — Sealy Posturepedic: “Supporting All the Living that Happens in Bed”
- Publicis — Pepto-Bismol: “The Little Pink Bottle that Everybody Thought They Knew”
Honorable Mention
- Droga5 — Microsoft Bing: “Decode Jay-Z with Bing”
- Leo Burnett, USA — Allstate: “Mayhem is Everywhere”
- Grupo Gallegos — California Milk Processor Board: “Selling Health and Beauty by the Gallon”
- Lowe Asia-Pacific — Unilever Vietnam: “Vim - Power of 1”
- Venables Bell & Partners — Audi: “Shock the Sheep”
For Good Strategy
Gold
- Lowe & Partners — Colombian Ministry of Defense Program of Humanitarian Attention to the Demobilised (PAHD) “FARC | Operation Christmas”
Silver
- McKinney — Urban Ministries of Durham: “Spent”
Bronze
- The Martin Agency — The American Cancer Society: “How Can an Ageing Charity Compete with Sexy, Young Causes?”
Honorable Mention
- Arnold Worldwide — American Legacy Foundation (Truth): “Do You Have What It Takes to be a Tobacco Exec?”
- COLLINS — New York Public Library
- Pyper Paul + Kenney — ASPCA: “Help Joey”
Idea for New Product/Content
Gold
- Redscout — Gatorade: “G-Series Product Launch”
Silver
- AgênciaClick Isobar — Fiat “Fiat Mio”
Bronze
- Twofifteen McCann — Microsoft (Xbox): “Bright Falls: The Prequel to Alan Wake”
Honorable Mention
- Gotham — Denny's: “a Whole New Way to Launch LTOs”
- Lew'Lara\TBWA — IG: ““#ihcomplicou”
- R/GA — InnovativeThunder “Pay With A Tweet”
Innovative Design
Gold
Silver
- CP+B —Bolthouse Farms: “Baby Carrots | Eat ‘Em Like Junk Food”
Research Innovation
Gold
- BrainJuicer — “Let's Get Emotional About Advertising”
- Starcom USA — “EQ”
Bronze
- The Marketing Arm — “Fans, brands, and properties | Finding the Perfect Match”
Honorable Mention
- co.r inovação — CO.R Youth Project: The Follow the Rabbit Methodology.”
Social Media Strategy
Gold
- Starcom Sweden/Le Bureau — The National HIV Council: “F**K TREE”
Silver
- M&C Saatchi/Profero— Pizza Hut: “Feed A Friend: Leveraging the Natural Fit between Loyalty and Social Media”
Bronze
- CP+B — Kraft Mac & Cheese: "Tweet Your Love"
- Lew'Lara\TBWA — IG: “#ihcomplicou”
Honorable Mention
- Anomaly — Converse: “How Converse Became the Biggest Little Sneaker Brand on Facebook”
- BBDO NY — M&M's Pretzel: “Power to the People”
- The Brooklyn Brothers/Islenska — Promote Iceland: “Inspired by Iceland”
- COLLINS — New York Public Library
- Goodby Silverstein and Partners — Tostitos: “Reunite America”
- Porter Novelli — HP ePrint Live: “Socializing Printing with the Digital Generation”
- R/GA — InnovativeThunder: “Pay With a Tweet”
“This collection of entries is the kind of innovative work that will propel the industry forward,” said Nancy Hill, President-CEO, 4A’s. “It is exciting to see and applaud the monumental work going on worldwide in our community.”
About the Jay Chiat Awards for Strategic Excellence
Previously called the 4A’s Awards for Account Planning, the awards were renamed in 2004 in honor of advertising legend Jay Chiat, who is credited with introducing the discipline of planning to the United States. In 2007, the awards began to accept international entries in an international category. In 2010, all categories were opened to international entries.
The awards are presented in recognition of planners who have developed strong and innovative insights, and seen their work evolve through creative that affects both the consumer and the business.
The Grand Prix, Gold, Silver and Bronze winners receive an award in the shape of a building block, symbolizing the discipline of planning as it relates to the advertising process. Gold, Silver and Bronze winners each receive a wood statuette; the Grand Prix award is created in stone.
About the 4A’s
The 4A’s (American Association of Advertising Agencies) is the national trade association of the advertising agency business and provides leadership, advocacy and guidance to the industry. The management-oriented association founded in 1917 helps its members build their businesses, and acts as the industry’s spokesperson with government, media, and the public sector. Its membership comprises virtually all of the large, multinational agencies and hundreds of small and mid-sized agencies across the country. More than 1,200 member agency offices served by the 4A’s employ 65,000 people, offer a wide range of marketing communications services, and place 80 percent of all national advertising. For more information, visit the 4A’s Web site at www.aaaa.org.
