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Droga5 and Newcastle Brown Ale take top Facebook Studio Award

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For the second year running the top distinction at the annual Facebook Studio Awards has gone to an advertising agency and brand combination, who used the social media platform as a base from which to launch a successful campaign. This year the honour of the Facebook Blue Award goes to Droga5 and Newcastle Brown Ale, whose “If We Made It” campaign used social media content to help direct viewers towards the Super Bowl spot that was never actually made. The Newcastle brand's Facebook-based appeal drew 56.6 million impressions and 1.3 million consumer engagements and grew brand awareness by a whopping 5%. These numbers highlight the Studio Awards heightened emphasis this year on using mobile effectiveness to to increase business results.

This year the honour of the Facebook Blue Award goes to Droga5 and Newcastle Brown Ale

The mock-teaser commercials (one of which starred Oscar nominated actress Anna Kendrick mocking her own 'approachable hotness') openly mocked the transparent Super Bowl marketing tactics employed by gigantic American beer companies such as Budweiser and Coors, by celebrating the ad they would have made (if they had been able to afford it). The deadpan humour was defiantly British, and featured everything from insane storyboard ideas (“Party sharks, skateboarding cats and girls in bikinis fighting giant robots) to wonderfully sarcastic hyperbole (“It's the MEGA HUGE football game ad”) and the aforementioned Kendrick spot, which drew a significant amount of praise back in January.

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Facebook Creative Shop CCO, Mark D'Arcy believes that the Newcastle and Droga5 effort stood out because of their “Investment to storytelling and production.” He also thinks it built well on the previous year's winner, DraftFCB/360i and Oreo's for their '100-day daily twist, which also used social media to seed its message. “They had a huge idea, a multitude of different content pieces, and they really built it up in a way that people are consuming content,” he said of the agency/brand combo's effort. The short-form bits, and Kendrick's histrionic performance really seemed to grab people's attention, which “Drove enormous results and really impressed the (awards panel) jury.”

The short-form ads, and Anna Kendrick's histrionic performance in particular, really seemed to grab people's attention

This year's third annual Facebook Studio Awards drew entries from 80 different countries, with its 36 finalists hailing from 17 different countries. The entries were judged by 14 jurors, who represented various advertising agencies from around the world, such as Grey, AKQA and JWT. Other big winners included Saatchi & Saatchi Norway and Toyota for their “Try My Hybrid” campaign and Leo Burnett Tailor Made, who won big with their “Bentley Burial” plea for the Brazilian Association of Organ Transplants. Both agencies earned gold awards. Colenso BBDO/Aim Proximity also won best goodwill marketing campaign for a New Zealand-based campaign called “Trial by Timeline” for Amnesty International.

A comprehensive list of the winners can be found at the Official Facebook Studio Website

Official Droga5 Website

Benjamin Hiorns is a freelance writer, musician and occasional Facebook user from the UK. He also has a profound fondness for Newcastle Brown Ale, especially when it's served alongside a good, hearty pie!

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