DUE DATES:
First Round of Submissions
Nov 14, 2012 (save $200)
$495(single) / $445 (multiple)
Second Round of Submissions
Dec 14, 2012 (save $100)
$595 (single) / $555 (multiple)
Third and Final Round of Submissions
Jan 14, 2013
$695 (single) / $665 (multiple)
“Every advertisement must contribute to the complex symbol which is the brand image.”
– David Ogilvy
2013 ARF David Ogilvy Awards Winners
ARF congratulates the 2013 finalists of the David Ogilvy Awards sponsored by Microsoft Advertising, Ipsos, Ogilvy & Mather and Avión.
SPORTS, ENTERTAINMENT & MEDIA:
“P&G London 2012 Olympic Games ‘Thank You Mom’” Procter & Gamble
RESEARCH: Ipsos ASI, Nielsen
AGENCY: Wieden + Kennedy
MEDIA: Carat, Starcom MediaVest Group
The campaign was designed as a way to unite P&G and its brands as the Company activated behind its global Olympic sponsorship. P&G was launching its first ever global scale program behind the sponsorship – the biggest initiative in Company history. The campaign was designed to provide a heart-warming umbrella that would connect P&G, the individual brands in our Portfolio, and the Olympics movement together in the minds of consumers. The idea was to create a campaign that would resonate with the Company's core consumers on a highly emotional level by bringing a universal insight to life that was linked to P&G and Olympic values. The “Thank You Mom” campaign was created to speak to moms and anyone with a mom. It honored the role mothers play helping their kids to reach their full potential and showing how moms do the hardest job in the world, but also the best job. ‘The Corporate equity ‘Thank You Mom’ ads illustrating the role and viewpoint of moms brought this idea to life in a way that moved billions of people all over the world. The campaign did this in context of the Olympic games and a broader activation which included 32 brands in over 50 countries.
PACKAGED GOODS
“Slim Jim Man Medicine” Slim Jim, ConAgra Foods
RESEARCH: C&R Research, Think Conservatory, Communicus, IRI, The NPD Group
AGENCY/MEDIA: Venables, Bell & Partners
Slim Jim's big campaign (Man Medicine) idea introduced the world to the Slim Jim Center for Spice Loss, a medical-type organization whose trained professionals treated guys suffering from the ill effects of unmanly behavior. The Campaign can best be described through a medical solution lens: Disorder = Male Spice Loss. Cause = The new-found pressures of adult responsibility. Symptoms = Plummeting gaming aptitude and diminished zombie survival skills. Cure = Slim Jim products. Depending on the symptoms, patients were prescribed a number of Slim Jim products to restore manliness. It was an idea designed to both attract an older audience and still deliver the irreverent humor that teenage guys expect from Slim Jim.
FASHION & HOUSEHOLD ITEMS
“Stronger Stand Against Waste” Glad, The Clorox Company
RESEARCH: Kelton Research, Hall & Partners Research, Sands Research
AGENCY: DDB San Francisco, Clorox Digital Labs, Current, Effect Partners, Evolution Bureau
MEDIA: OMD
How do you drive brand engagement in a category that consumers don’t want to think about? The insight that consumers don’t think much about their trash bag, but certainly think about what goes into it and its impact on the environment, paved the way for Glad’s “Stronger Stand Against Waste” campaign. The campaign showcases Glad’s new stronger bag, remarkably made with less plastic, by visually bringing to life the collective magnitude of impact that just one person with the help of just one bag can make on the environment.
GOLD: “Windows 8 Advertising Campaign” Windows 8
RESEARCH: PSB, GfK, IAG Nielsen, Bluefin Labs
AGENCY: R/GA, Crispin Porter & Bogusky, JWT
MEDIA: Starcom MediaVest Group
SILVER: “HALO 4: An Ancient Evil Awakens” XBOX
RESEARCH: Alternate Routes
AGENCY: twofifteenmccann, AKQA, Elelman, Roundhouse
MEDIA: Starcom MediaVest Group
GOLD: “Bellator MMA Live Launch” Spike TV
RESEARCH: Spike TV, Three Group
AGENCY: Fallon
MEDIA: Horizon Media
SILVER: “Sonic ‘Firsts’” Chevrolet Sonic
RESEARCH: Hall & Partners, Nielsen, GM Research, Goodby Silverstein & Partners Research
AGENCY: Goodby Silverstein & Partners
MEDIA: Carat
GOLD: “Stronger Stand Against Waste” Glad
RESEARCH: Kelton Research, Hall & Partners Research, Sands Research
AGENCY: DDB San Francisco, Clorox Digital Labs, Current, Effect Partners, Evolution Bureau
MEDIA: OMD
SILVER: “Bleachable Moments” Clorox Bleach
RESEARCH: The Clorox Company (Global Brand Insights), Blue Research Company, Lieberman Research Worldwide, J.D. Power and Associates, Ipsos ASI
AGENCY: DDB San Francisco, Critical Mass
MEDIA: OMD
GOLD: “Obama for America” President Barack Obama
RESEARCH: Benenson Strategy Group, David Binder Research, Harstad Strategic Research, Anzalone Liszt, The Feldman Group
AGENCY: Obama for America Media Team: GMMB, AKPD Message & Media
MEDIA: Obama for America Media Team: GMMB, AKPD Message & Media
SILVER: “Caregiver Assistance” Ad Council and AARP
RESEARCH: BrainJuicer, Communispace, Decision Analyst, Lightspeed Research and W5
AGENCY: Butler, Shine, Stern & Partners
GOLD: “Good Health Starts Here” Delta Dental of Missouri
RESEARCH: Brand Keys
AGENCY: Advertising Savants
MEDIA: Advertising Savants
SILVER: “Polident Reverse Decline” Polident and Super Poligrip
RESEARCH: GMI
AGENCY: Grey Advertising
MEDIA: PHD
GOLD: “1000 Mums” Kmart (Australia)
RESEARCH: Forethought Research
AGENCY: BWM
SILVER: “MiO Squirt Some” MiO Liquid Water Enhancer, Kraft Foods
RESEARCH: Nielsen; Ipsos ASI; ACCE; dunnhumby
AGENCY: Taxi 2
MEDIA: Starcom MediaVest Group; Edelman, Mosaic
GOLD: “PowerAde Believe” PowerAde, The Coca-Cola Company
RESEARCH: Millward Brown
AGENCY: Madre
SILVER: “Food Freedom” PAM Cooking Spray, ConAgra Foods
RESEARCH: Market Data Corporation, Ace Metrix, Inteligencia Research, I N A Research, Ipsos ASI, Communicus
AGENCY: DDB, d exposito & Partners
MEDIA: MediaCom, Spark
GOLD: “Slim Jim Man Medicine” Slim Jim, ConAgra Foods
RESEARCH: C&R Research, Think Conservatory, Communicus, IRI, The NPD Group
AGENCY: Venables, Bell & Partners
MEDIA: Venables, Bell & Partners
SILVER: “Perfect” Reese's, The Hershey’s Company
RESEARCH: Millward Brown
AGENCY: Arnold
MEDIA: OMD
GOLD: “Project ‘Money Ball’” STELARA
RESEARCH: Draft FCB
AGENCY: Draft FCB
MEDIA: J3
SILVER: “Sue’s World” DULERA®, Merck
RESEARCH: Nowwhat, MSW, Marketing Evolution
AGENCY: DDB, McCann Erickson
MEDIA: Draft FCB
GOLD: “Sea Food Differently” Red Lobster
RESEARCH: InsightStorm; Millward Brown; M/A/R/C; HRCP; GfK
AGENCY: Grey
MEDIA: Starcom MediaVest Group
SILVER: “Live Más” Taco Bell
RESEARCH: Draft FCB
AGENCY: Draft FCB
MEDIA: Draft FCB
GOLD: “Take Vacation Back” Orbitz
RESEARCH: Millward Brown, Invoke, The Insight Scout, GfK, The Research House, Insight Express
AGENCY: BBDO
MEDIA: Optimedia, Spark
SILVER: “eHarmony 2012 Campaign” eHarmony
RESEARCH: eHarmony
MEDIA: OMD
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GOLD: “P&G London 2012 Olympic Games ‘Thank You Mom’” Procter & Gamble
RESEARCH: Ipsos ASI, Nielsen
AGENCY: Wieden + Kennedy
MEDIA: Carat, Starcom MediaVest Group
SILVER: “2011 Global Budget Allocation” Monster.com
RESEARCH: Monster.com
MEDIA: OMD
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2013 David Ogilvy Awards
March 19, 2013
Marriott Marquis, NYC
Social Links:
Facebook, LinkedIn
and Twitter (#ogilvyawards)
Download the Participation Agreement
For more information about the David Ogilvy Awards, please contact:
Zena M. Pagán
646.465.5721
OgilvyAwards@thearf.org
