Facebook announces winners of 2017 Facebook Awards: TBWA\Korea picks up metal
TBWA\Korea has scored a Facebook Award for ABC-Mart’s “Shoes: Impossible” at the new Global Facebook Awards which featured new categories which celebrated emotional connections evoked by great work. The categories sorted creative submissions by their audience’s emotional responses–laugh, cry, wow, love and act.
Every year, Facebook is impressed with how creatives find new ways to use Facebook and Instagram as the foundation of their campaigns, and this year is no exception. They’re using Facebook’s platforms to tell stories and to drive interactions. They’re using long and short video. They’re sampling a huge spectrum of formats and styles. And most importantly, they’re making people feel and act.
Below are some trends from this year’s Facebook awards and the best submissions in each category.
What made this year special?
Messenger bots stole the spotlight. This was especially true for entries from Europe, Middle East, Latin America and North America–many of their top-scoring entries incorporated Messenger bots into their campaigns.
Love was the most popular submission category. An impressive 49% of all entries were tagged with the Love emotion.
Entries from Latin America continued to grow. Compared to 2016, this year’s entries from Latin America increased by 200% as a fraction of total program submissions. Regional entries were dominated by Brazil, but included submissions from Argentina, Mexico and others.
The Wow category broke new ground. Entries in the Wow category showcased creativity and boundary-pushing on Facebook and Instagram. Many of the entries experimented with real-time communication and engagement.
Small businesses were the stars of the awards. The number of shortlisted campaigns by small businesses increased among North America entries. Six of the 23 finalists were small businesses and two were nonprofits.
Meet the masters of emotion
These campaigns inspired people to act:
● “Anonymous Friend” by J. Walter Thompson for Alcoholics Anonymous
● “Careculator” by R/GA for jet.com
● “Hungerithm” by Clemenger BBDO for Snickers
● “MashiMachine” by Leo Burnett Mexico for 4pelagatos
● “The Adventures of Little Brush Big Brush” by R/GA London for Unilever-Signal
● “Your Name Saves” by Leo Burnett for Donate Life America
These campaigns brought tears to people’s eyes:
● “IWelcome-Live” by DDB&tribal for Amnesty International
● “Evan” by BBDO New York for Sandy Hook Promise
● “The DNA Journey” by momondo A/S
These campaigns made people fall in love:
● “All That We Share” by TV 2 Danmark A/S
● “Playstation Search for Greatness” by BBH New York for Sony
● “Pocket Patrol” by Leo Burnett for Samsung Australia
● “We Are Here” by Airbnb
These campaigns made people laugh out loud:
● “Facebook Not Live” by Barton F Graf for Tomcat Rodent Control
● “Litbaits” by Dieste for The Wild Detectives
● “Little Caesars Facebook Surprises” by Barton F Graf for Little Caesars
● “Shoes: Impossible” by TBWA KOREA for ABC-MART Korea
● “Spanish Lessons” by Alma DDB for Netflix
These campaigns filled people with awe:
● “#comeonin” by DDB for Sydney Opera House
● “InstantDJ” by BBDO New York for Bacardi
● “Made in a Minute” by BBDO New York for Lowe’s
● “Mr. Robot Season 2 Digital Launch” by ISL for USA Network
● “Out of Office Travelogue” by The Monkeys Ltd for Qantas