Facebook has announced the winners of its fourth annual Facebook Awards that recognise the best creative work on Facebook and Instagram in the last year. The 2015 Facebook Awards represent its biggest and most inspiring creative collection yet with over 2 700 submissions from 160 countries that offer a snapshot of the state of creativity and innovation across the industry.
This year, the Blue Award — the top honour in Facebook Awards — goes to Leo Burnett and Procter & Gamble for their inspiring Always’ Like a Girl campaign. The Blue For Good Award — recognising excellence in campaigns created for charitable/non-profit organisations — goes to the ALS Ice Bucket Challenge, a campaign which reset the bar, reaching more people than any event in Facebook history other the 2014 World Cup and raising more than $220 million.
Since last year’s Facebook Awards, Facebook and Instagram have grown significantly and given the explosion of mobile and video consumption, brands are building richer and more immersive stories for their audiences on these platforms. Here is a snapshot of key trends for this year’s Facebook Awards, reflecting the broader industry:
- More creative work across more geographies and more industries. Mobility has given more brands the ability to tell stories across all parts of the world (including Brazil, Lebanon, Austria, India). Submissions were more global than they’ve ever been. Submissions were received from 160+ countries, twice as many countries submitted to the Awards in years past. There was a 49% increase in the number of total submissions
- Facebook has become a key platform for brand building. Brands are increasingly sharing stories on Facebook, where they can reach people where they spend the most time: on mobile
- Video has emerged as a dominant medium with 70% of submissions were video based
- Instagram emerged as a central hub of strong brand creative with 35% more submissions for Instagram this year.
Facebook Awards Winners 2015
BLUE:
- Like a Girl — Leo Burnett Toronto, Chicago, London/Holler and Procter & Gamble (USA)
BLUE FOR GOOD:
- Ice Bucket Challenge — The ALS Association (USA)
GOLD WINNER COUNTRIES:
- Integrated/Facebook for Good: US The The ‘Love Has No Labels’ campaign, created by R/GA for the AdCouncil, goal was to open everyone’s eyes to bias and prejudice and work to stop it in our friends, our families, our colleagues and ourselves.
- Integrated/Facebook for Good: US To help overturn Under Armour’s uber masculine image Droga5 created the ‘I Will What I Want’ campaign, which celebrated all women defying expectations and ignoring the noise of outside judgement.
- Media: Poland To help create buzz for LOT Polish Airlines in the media, DDB&tribal Warszawa created a campaign that brought everyone together by hanging mistletoe in each airplane, thus hanging it above the world. Through a responsive website, consumers were able to see the current position of the mistletoe and routes of the LOT airplane. Giving everyone around the world a reason to kiss.
- Social Technology: Austria LA Red was tasked with making sure the pro_cee’d GT, the first high-performance model in the Kia range, caught the attention of the digital advanced target group, which are young, dynamic and exclusively male. LA Red created a viral gaming app that reflects all the characteristics of the pro_cee’d GT itself: dynamism, sportiness and innovation. With the aim of encouraging our target group to get to know the brand and product in a playful way, enjoy themselves along the way and recommend the app to their friends and driving awareness of the pro_cee’d GT.
- New Frontier: Lebanon In Lebanon, there are no laws to protect women from domestic violence and for years Kafa, a leading Women’s Rights NGO, has been working relentlessly on developing a draft law project to protect women from domestic violence. Leo Burnett Beirut worked with Kafa to create a social activation inviting men and women to post their Red Thumb in support for passing the law on domestic violence. More than 20,000 physical and digital red thumbs were gathers and more importantly, the law passed.
