2012 Jay Chiat Awards | The Short List

The 4A’s is pleased to announce the shortlist for the 2012 Jay Chiat Awards for Strategic Excellence. Submissions from Australia, Brazil, Canada, China, Thailand, the United Kingdom, the United States and South Africa rose to the top of a record number of entries from across 10 categories. Winners will be announced on Thursday, October 26, at the 4A’s Strategy Festival, in New York.

Brand Experience

  • BBDO — Lowe’s Home Improvement “Remodeling a Category”
  • CP+B — American Express “Nextpedition”
  • Goodby Silverstein and Partners — National Audubon Society “Birding the Net”
  • Grey — Canon USA “Long Live Imagination”
  • JWT — Johnson & Johnson/Band-Aid Brand “BAND-AID Magic Vision Augmented Reality App”
  • Mullen — Google “GoMo: Mobilize Your Site Now”
  • Ogilvy & Mather Advertising, London — Unilever, Dove Masterbrand “Unlocking the Social Power of the Dove Brand”
  • Ogilvy & Mather, Shanghai — The North Face “Finding True North”
  • Ogilvy, South Africa — Carling Black Label “BE THE COACH”
  • Ogilvy Sydney — Coca-Cola South Pacific “Share a Coke”
  • PHD — GlaxoSmithKline “Aquafresh Nurdles”
  • Publicis — Pepto-Bismol (Procter & Gamble) “Bismol’s Got Your Back”
  • Starcom Mediavest Group — Suncorp Group “Shannons Supercar Showdown”

Campaign for Existing Brand

  • 72andSunny — Activision Publishing, Call of Duty: Modern Warfare 3 ” The Vet and the n00b”
  • BBDO — Foot Locker “Holiday”
  • BBDO — FedEx “The Ultimate Caddy”
  • Leo Burnett — Allstate “Mayhem is Everywhere”
  • CP+B — Best Buy “Holiday |Game On, Santa”
  • Cramer-Krasselt — Crown Imports, LLC./Corona Extra “How Corona Extra Found Its Beach”
  • DDB NY — SAMHSA & Ad Council “We Can Help Us”
  • Droga5 — Prudential “Day One”
  • Droga5 — Newcastle Brown Ale” No Bollocks”
  • Goodby Silverstein and Partners — Sprint “All. Together. Now.”
  • Grey — P&G Febreze/Ambi Pur “Breathe Happy Campaign”
  • Havas New York — Reckitt-Benckiser “New York Saving Woolite”
  • Havas Worldwide Tonic — Astellas “Just Fix It with VESIcare”
  • JWT New York — Royal Caribbean International “The Sea is Calling. Answer it Royally.”
  • Neogama BBH — Johnnie Walker – Diageo Brasil “A Fresh Keep Walking Story”
  • ponce, Argentina — AXE Antiperspirant “The not so impossible task of finding creative inspiration in armpits perspiration”
  • RPA — Honda “Honda CR-V: The Social Activity Vehicle”
  • Saatchi & Saatchi LA — Toyota Motors Sales “Yaris | It’s a car!”
  • TBWAChiatDay — Nissan North America “Gas Powered Everything”
  • TBWAChiatDay — Jameson Irish Whiskey “Creating The Third Way in Whiskey”
  • Team One — The Ritz-Carlton “Giving Guests Their Memories Worth”

Campaign for New Brand

  • Goodby Silverstein and Partners — Chevrolet Sonic “Let’s Do This”
  • JWT — Brand USA “Discover this land, like never before.”

Creative Technology

  • DDB Brasil — C&A “Fashion Like”
  • Deutsch LA — Volkswagen of America, Inc. “VWGifaway”
  • Goodby Silverstein and Partners — Chevrolet “Game Time App”
  • JWT — Johnson & Johnson/Band-Aid Brand “BAND-AID Magic Vision Augmented Reality APP”
  • JWT, Brasil — Drink Timesheet “B.Y.O.T | Bring Your Own Timesheet”
  • Lowe Thailand — Mercedes Benz “Saying No to Sleaze”
  • McCann New York — General Mills International “Trail View by Nature Valley”
  • Ogilvy & Mather, London — Unilever, Dove Masterbrand “The Dove AdMakeover | Unlocking the Social Power of the Dove Brand”
  • OMD — H&R Block “Digital Attribution Pricing”
  • R/GA — Nike+ “FuelBand”
  • Saatchi & Saatchi LA — Toyota Motor Sales / Camry “The Camry Effect”

For Good Strategy

  • BBDO New York — AT&T “The Last Text”
  • Cramer-Krasselt — COA Youth & Family Centers “Having Involved Parents”
  • Creative Artists Agency — Chipotle “Cultivate Campaign”
  • Ogilvy & Mather, London — Unilever, Dove Masterbrand “Unlocking the Social Power of the Dove Brand”
  • Ogilvy & Mather, Mumbai — Breakthrough “Saving Women From Domestic Violence”

Idea for New Product/Content

  • Creative Artists Agency — Chipotle “Cultivate Campaign”
  • DDB Brasil — Telhanorte “Personal Wall”
  • F/Nazca Saatchi & Saatchi, Brasil — ABInvev – Skol “Skol Roundy”
  • JWT, Puerto Rico — Banco Popular “The Most Popular Song”
  • Loducca, Brasil — Ambev “CYAN BANK: The bank of water”
  • R/GA — Nike+ “FuelBand”

Innovative Design

  • Ogilvy Sydney — Coca-Cola South Pacific “Share a Coke”
  • R/GA — Nike+ “FuelBand”

Media/Communications Strategy

  • Cramer-Krasselt — COA Youth & Family Centers “Having Involved Parents”
  • Leo Burnett, Toronto — IKEA “Moving Day”
  • Mindshare — American Express Open “Small Business Saturday”
  • Y&R Sao Paulo — Telefonica “Fiber-Optic”

Research Innovation

  • 360i — “Brand Compass: Navigating Consumer Perception in the Digital Age”
  • Arc Worldwide/Leo Burnett Chicago — “ShopperScopeSM: Revolutionizing the Shopper’s Path to Purchase”
  • Leo Burnett — “SocialShop”
  • JWT Atlanta — “How the U.S. Marines Brought Rambo and Bono Together Through Research (and why)
  • Starcom MediaVest Group — “Sensing Investigations”

Social Media Strategy

  • DDB Brasil — Intel “Human Processor”
  • DDB Brasil — Estrela Ferrorama “Volta Ferrorama”
  • DPZ Duailibi Petit Zaragoza Propaganda LTDA, Brasil — Itaucard “The Power to Remix”
  • Etco/Ogilvy, Brasil — Magazine Luiza “Magazine You”
  • Fallon London — Nokia “QWERTYme”
  • Goodby Silverstein and Partners — Sprint “All. Together. Now.”
  • Heat — EA Sports/Madden NFL 12 Football “Madden Smack Shack | Harnessing the Power of Smack”
  • JWT New York — Kraft Foods/Stride “Be Ridiculously Long Lasting”
  • Lew’LaraTBWA, Brasil — Nissan Frontier “Damn Ponies”
  • Mindshare — American Express Social Currency
  • Ogilvy Sydney — Coca-Cola South Pacific “Share a Coke”
  • Ogilvy & Mather — Fanta “Lost in Time”
  • Ogilvy & Mather Advertising, London — Unilever, Dove Masterbrand “The Dove AdMakeover | Unlocking the Social Power of the Dove Brand”
  • R/GA — Nike “Social Response Lab”