Webby Awards 2023

A International Academy of Digital Arts & Sciences (Iadas) anunciou nesta terça-feira, 04, os indicados da 27ª edição do Webby Awards. Entre os nomeados na competição Advertising, Media & PR, estão McCann, BBDO, Apple, Accenture Song, Duolingo, Wieden+Kennedy, Droga5, Paramount, VMLY&R, Mischief, Serviceplan Germany e Goodby Silverstein & Partners.

Os candidatos ao prêmio de Agência do Ano são empresas que receberam mais indicações em todas as categorias. Na liderança dessa lista estão Basic/ Dept (19), R/GA (14), Dept (12), TBWA\Media Arts Lab (12) e McCann New York (10).

A premiação tem duas votações, a dos integrantes da Iadas e a da comunidade online por meio do Webby People's Voice Award. Para essa segunda disputa, a votação já está aberta e segue até o dia 20.

Este ano, segundo a organização, houve uma explosão de parcerias criativas com marcas alcançando novos públicos, envolvendo criadores, celebridades, grandes orçamentos e games. Alguns dos cases são: Axe Body Spray e Kyle “Bugha” Giersdorf, um criador no Fortnite, com “Mistaverse” (The Martin Agency); Doja Cat x Taco Bell (Deutsch LA); Just Eat & Katy Perry em “Did Somebody Say” (McCann London); “Lições de Alto Valiriano” (Duolingo x HBO); Burberry x Minecraft (Burberry) e Ted Lasso e Fifa 23 (Apple).

Como reflexo da expansão de tecnologias como Inteligência Artificial e uma maior aposta na oferta de experiências imersivas, há indicados que desenvolveram projetos que conectam os consumidores como “Sherwin Williams Speaking in Color” (Wunderman Thompson) e “Heinz Ketchup AI” (Rethink), “House of the Dragon: DracARys” (HBO) e “Nike – Just A/Run” (R/GA).

Além da Agência do Ano, o Webbys 2023 reconhecerá a Produtora do Ano. Entre as candidatas estão Media.Monks B.V. (11), Cut+Run (4) e M SS NG P Eces (4). A Rede do Ano também será apresentada nesta edição. As que mais ganharam indicações neste ano, em todas as categorias, são: McCann Worldgroup (41), Dept (31), TBWA Worldwide (22), Accenture (17), BBDO Worldwide (14) e Wieden+Kennedy (14).

Foram quase 14 mil inscrições de mais de 70 países. Os vencedores deste ano serão conhecidos no dia 25 de abril. A festa de premiação será no dia 15 de maio, que terá transmissão de momentos especiais no YouTube, Instagram e TikTok.

Confira abaixo os indicados em Adverting, Media & PR.

Veja as listas das demais categorias aqui.

27th ANNUAL WEBBY ADVERTISING, MEDIA & PR NOMINEE HIGHLIGHTS:

Media & Entertainment, Branded Content (Advertising, Media & PR)
• The Afterparty: R.I.P. Xavier – Apple
• Live From The Upside Down – Observatory
• Verizon Pepsi Halftime Ultra Pass – R/GA
• SMILE – Theatrical Viral Marketing Campaign – TriplePlay Digital
• Supercell – Clash From The Past – Wieden+Kennedy

Products & Services, Branded Content (Advertising, Media & PR)
• Trapped in the 90’s – McCann
• Prime Night: Longest TikTok Live Ever for Deals – Amazon
• JP Morgan Wealth Management – Droga5
• The Athlete – Your Privacy, More Protected – Meta
• Shot on iPhone 13 Pro – Those That Follow – TBWA\Media Arts Lab

Health, Wellness & Pharmaceutical, Branded Content (Advertising, Media & PR)
• HISTOIRE DE SE FAIRE PLAISIR – DENTSU CREATIVE
• The Truth, Undressed – AnalogFolk
• The Sleep Games – Bustle Digital Group
• Dear Rich – Stept Studios
• I Will Always Be Me – VMLY&R

Best Partnership or Collaboration, PR Campaigns (Advertising, Media & PR)
• FIFA 23 x TED LASSO – Apple
• Doja Cat x Taco Bell: A “Contractual” Partnership – Deutsch LA
• High Valyrian Lessons – Duolingo
• The Coors Light – Mischief @ No Fixed Address
• Mind Ordering – WorkInProgress

Best Partnership or Collaboration, Metaverse & Immersive Features (Metaverse, Immersive & Virtual)
• Burberry x Minecraft Partnership – Burberry
• ADOBE x BOWIE – Dentsu Creative Amsterdam
• AMBUSH x Reese’s Puffs Breakfastverse – Active Theory
• McDonald’s x Karen X Cheng – IW Group
• RIMOWA x RTFKT – RIMOWA

Best Partnership or Collaboration, Features (Podcasts)
• Goodnight, World – Headspace
• Live Debate: Unresolved: Information Disorder – Intelligence Squared U.S. Debates
• World Corrupt – Sunshine Sachs Morgan & Lylis
• Björk: Sonic Symbolism (Mailchimp & Talkhouse) – Talkhouse
• Naturally Curious-Houston Museum of Natural Science – Texas Monthly Studio

Best Original Music or Music Supervision, Craft (Advertising, Media & PR)
• Did Somebody Say Katy Perry – McCann London
• A (Slightly) Life Changing Story – Droga5
• Tubi: Rabbit Holes – Mischief @ No Fixed Address
• Heart Rate Challenge – Superconductor
• Holiday – Share the Joy – TBWA\Media Arts Lab

Best Art Direction, Craft (Advertising, Media & PR)
• Tough Turban – Zulu Alpha Kilo
• American Red Cross – A Bloody Nightmare – BBDO New York
• LinkedIn – Your Future in the Stars – R/GA
• Superior Bowl – Sparks
• Sally’s Seashells – Squarespace

Best Use of Animation or Motion Graphics, Craft (Advertising, Media & PR)
• That Reading Feeling Awaits – Droga5
• Be A Rainbow – Droga5
• Hulu IDs – Hulu
• Give Where You Live – Kin
• Am I Dreaming – The Shipyard

Best Launch, PR Campaigns (Advertising, Media & PR)
• High Valyrian Lessons – Duolingo
• Pay With Change – Edelman
• Halo The Series – Drone Activation at SXSW – Paramount+
• SMILE – Theatrical Viral Marketing Campaign – TriplePlay Digtal
• Putting the World on Notice – Weber Shandwick

Integrated Campaign, Advertising Campaigns (Advertising, Media & PR)
• Cirkulär – Accenture Song
• Not Delivered – OKTO
• Hands-free – Goodby Silverstein & Partners
• Wrapped Integrated Campaign – Spotify In-House
• Nike – Seen It All – 50th Anniversary – Wieden+Kennedy

Best Community Engagement, Advertising Campaigns (Advertising, Media & PR)
• Emerging Creative Hubs Index 2022 – WeTransfer
• Lil Mbappé – Wieden+Kennedy Amsterdam
• Token of Love – Verizon
• Budweiser: Bring Home The Bud – Wieden+Kennedy
• The Coca-Cola Beatcan Campaign – FCB Africa (Pty) Ltd

Best Social Impact Campaign, Advertising Campaigns (Advertising, Media & PR)
• ReclaimYourName.dic – Citizen Relations
• Freedom Grams – SERVICEPLAN GERMANY
• Oppression Offset – Prime Weber Shandwick
• Theirworld – Let Me Learn – BBDO New York
• Thoughts & Prayers – McCann New York

Best Cause Related Campaign, PR Campaigns (Advertising, Media & PR)
• The Elections Edition – Impact BBDO
• Feel What We Feel – Grey Canada / TANK Worldwide
• Add The M – Rethink
• HetzJaeger. Antifascist Algorithms.- Philipp and Keuntje
• Get F*cked By The Government on Your Terms – Mischief @ No Fixed Address

Real-Time Response, PR Campaigns (Advertising, Media & PR)
• Dove Keep The Grey – Edelman Canada
• WikiTruth – Publicis Groupe Benelux
• Nissan Leaf Mobile Charger – TBWA\Santiago Mangada Puno
• Chipotle Mexican Grill x Corn Kid – Day One Agency
• Overtime Deal – The Martin Agency

Best Use of Social Media, Media Campaigns (Advertising, Media & PR)
• Dove Keep The Grey – Edelman Canada
• Handbutts – Wunderman Thompson Switzerland AG
• Special Love Operation – JANDL marketing a reklama, s.r.o.
• Cheetos Flamin’ Hot Snackable Screens – OMD USA
• Smile Movie | Paramount Pictures – Paramount Pictures

Best Use of Online Media, Media Campaigns (Advertising, Media & PR)
• Flipvertising – CHEP Network
• The XXXtra Age Check – Wunderman Thompson
• Paywall Down – WMcCann
• HetzJaeger. Antifascist Algorithms.- Philipp and Keuntje
• WikiTruth – Publicis Groupe Benelux

In-Game Integration, Individual (Advertising, Media & PR)
• Chatham Plays On – The Hive Inc.
• Cheat Cookies – Publicis Media GmbH
• FIFA 23 x TED LASSO – Apple
• Spotify Island on Roblox – Spotify In-House
• Mistaverse – The Martin Agency

Technical Achievement, Features & Design (Websites and Mobile Sites)
• Struggly – math as a creative, visually connected subject. – denkwerk
• DIG: Cloud Castles – DEPT®
• iPhone 14 Pro Site – Apple
• B/D® JAMS – BASIC/DEPT®
• ACADEMY AWARDS HISTORY TIMELINE – Impossible Bureau