In a bl0g post published on April 29, Mark D’Arcy, global director of creative solutions at Facebook unveiled the big winners of the Facebook Studio Awards 2014. The awards are granted to agencies and brands that successfully utilize the social network for their campaigns, leveraging them across channels.
Sharing his thoughts on the winning work, D’Arcy says in the post: “This is just the third year of the FB Awards and in addition to celebrating a diverse selection of wonderful work from around the world each Blue winner (our top award) has been a lighthouse for the direction the global creative community has taken in the year ahead.” He mentions the previous years’ Blue winners, the Small Business Saturday in 2012 – and “to this day the single best creative idea that leveraged the power and influence of small group’s sharing and supporting ideas and businesses they cared about on Facebook” – and Oreo in 2013 “to honor the fact they reinvented their creative process to create brand content at a cadence that better fit the potential and demands of Facebook.”
This year, the Facebook Studio Awards’ Blue winner was work done by international agency Droga5 created for Newcastle Brown Ale’s campaign created to compete with the Superbowl staging a fake ad campaign, “If We Made It”. “From Newcastle’s brand work that takes on the Superbowl to Canadian Tire’s “Social Flyer” campaign that takes on newspaper circulars to drive in-store traffic, the winners highlight that creative ideas on Facebook have no limits in terms of the business challenges they can tackle extraordinarily effectively,” commented D’Arcy on the winners.
The awards’ second Blue winner is in a category the network is called Facebook for Good, which covers not-for-profit work, and in this case, an application from BBDO in New Zealand for Amnesty International. “When you authorized the app, it would at the various locations, relationships and interactions with other people you’d published on Facebook, then would inform you on what punishments you would suffer in various countries in the world for, say, driving a car if you’re a woman […] The jury were just blown away with how it used the freedom of expression we take for granted on Facebook to dramatize the restrictions many other people live with every day. Truly, deeply, personal marketing at scale,” added D’Arcy.
The Gold trophies went to the “Bentley Burial” campaign by Leo Burnett Tailor Made for the Brazilian Organization of Organ Transplant, and the “Try My Hybrid” campaign by Saatchi & Saatchi Norway for Toyota Norway.
The Facebook Studio Awards winners and finalists can be found here.