4A’s Reveals Winners of 2017 Jay Chiat Awards for Strategic Excellence

Leo Burnett Melbourne Takes Home the Grand Prix Award

NEW YORK—(Sept. 14, 2017)—Today, the 4A’s, the leading trade association representing the advertising agency business, revealed the winners of its 2017 Jay Chiat Awards for Strategic Excellence at the 4A’s Strategy Festival in New York City. The Grand Prix, which is selected from the Gold winners, was awarded to Leo Burnett Melbourne for their strategy on the “Reword” campaign for Headspace.

For more than 20 years, the Jay Chiat Awards for Strategic Excellence have celebrated the best in strategic thinking and recognized advertising professionals who develop breakthrough insights and initiate creative campaigns that inspire both consumers and business around the globe. This year’s judging panels were comprised of top agency and marketing leaders.

“This year’s award winners have made significant contributions to the discipline of strategic thinking across a variety of sectors, touching clients like Airbnb, L’Oréal Paris and Whirlpool,” said Marla Kaplowitz, president and CEO of the 4A’s. “We’re delighted to recognize these agencies for their outstanding achievements in strategizing how to take on both commercial and cultural challenges.”

“Every year we recognize the best strategic thinking across marketing, media and advertising, in an effort to recognize that a campaign, product or service is only as good as the idea and purpose that propels it,” said Mollie Rosen, executive vice president, agency relations and membership, of the 4A’s. “This year’s recipients are at the forefront of strategy, driving innovative thinking with a brilliant collection of campaigns, new products and services that run the gamut from global to regional, nonprofit to product creation.”

The complete list of winners is as follows:

Global Strategy
Gold:

  • TBWA\Chiat\Day/Los Angeles—Airbnb—Don’t Go There, Live There.

Silver:

  • Crispin Porter + Bogusky—letgo
  • Droga5—Under Armour—Michael Phelps—Rule Yourself

Connection Strategy
Gold:

  • Anomaly—The Hershey Company/Jolly Rancher—A New Model for the New Era of Communications—Transforming a Brand that Sucks

Silver:

  • Droga5—Under Armour—#BreaktheGame

Bronze:

  • McCann London—L’Oréal Paris True Match—How it Pays to Stand Up for Diversity

Honorable mention:

  • Johannes Leonardo—Adidas Originals x Alexander Wang—Strictly Wrong

National Strategy
Gold:

  • BBDO India—P&G India—Ariel Matic—Dads #ShareTheLoad

Silver:

  • Anomaly—Johnnie Walker—Keep Walking America
  • McCann New York—Lysol—Protect Like a Mother
  • TBWA\Chiat\Day Los Angeles—Airbnb—Don’t Go There, Live There.

Bronze:

  • DigitasLBi/Chicago—Whirlpool—Care Counts
  • Energy BBDO—Kids are Tougher than the Streets—Off the Street Club
  • SapientRazorfish—Dove—Dear Media

Honorable mention:

  • Deutsch, Inc.—Life, Death, and Volkswagen’s Road to Redemption

Nonprofit
Gold:

  • Leo Burnett Melbourne—Headspace—Reword

Silver:

  • Clemenger BBDO—TAC (Transport Accident Commission), Victoria, Towards Zero Road Safety Campaign— Meet Graham

Bronze:

  • Energy BBDO—Kids are Tougher than the Streets—Off the Street Club
  • R/GA—The Ad Council—We Are America

Honorable mention:

  • Leo Burnett Chicago—Brooks Running—Rule 40—Embracing the Rule to Break the Rule

Product/Service Creation
Gold:

  • Anomaly—hmbldt—5,000 Years in the Making
  • Walter Thompson New York—Northwell Health—The Return

Silver:

  • DigitasLBi/Chicago—Whirlpool—Care Counts
  • VML—LEGOLAND Florida—Quest To LEGOLAND

Bronze:

  • AlmapBBDO—Doritos Mystery—Challenging a Generation
  • Periscope, Inc.—BASF—A New Age Market Strategy

Honorable mention:

  • Periscope, Inc.—Trolli—Taking Candy Beyond the Aisle

Regional Strategy
Silver:

  • Fanatic—Development Company Brusnika—The Brusnika Effect
  • McKinney—Equality NC—Stop HB2

Bronze:

  • Leo Burnett, Toronto—Uniqlo—Uncommon Thread

For further details and to view case studies of award entries, please visit: http://stratfest.aaaa.org/jaychiats.

About the 4A’s Jay Chiat Awards for Strategic Excellence
Now in its 21st year, the Jay Chiat Awards are global awards recognizing the best strategic thinking in marketing, media and advertising around the world. Learn more about the Jay Chiat Awards here: http://stratfest.aaaa.org/jaychiats/.

About the 4A’s
The 4A’s, founded in 1917, is the leading authority representing the marketing communications agency business. It provides leadership, advocacy and training that empower agencies to innovate, evolve and grow. It serves 740 member agencies across 1,400 offices that control more than 85 percent of total U.S. advertising spend. The 4A’s is committed to protecting the best interests of its members, their employees and the industry at large. Its Benefits division insures more than 164,000 agency professionals, and the D.C. office advocates for policies that best support a thriving advertising industry. With its best-in-class learning and career development programs, 4A’s and its Foundation fuel a robust diversity pipeline of talent for its members and the marketing and media industry, fostering the next generation of leaders. For more information, please visit www.aaaa.org.

Contact:
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Havas PR
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