Webby Awards 2024

A International Academy of Digital Arts & Sciences (Iadas), promotora do Webby Awards, anunciou nesta terça-feira os indicados para a 28ª edição da premiação dedicada à internet, entre ações, projetos e fenômenos de popularidade. Nas categorias dirigidas para publicidade, PR e mídia estão concorrendo empresas como Code and Theory, Condé Nast, Duolingo, Goodby Silverstein & Partners, Jung von Matt AG, Mattel, McCann, Meta, Publicis Media GmbH, R/GA, Saatchi & Saatchi, Snapchat, Squarespace, TBWA\ Media Arts Lab e The Kitchen North America.

Os candidatos são submetidos a duas votações, a do júri, que atribui os Webby Awards, e à escolha do público, que seleciona seus preferidos de modo online e define os The Webby People’s Voice Award. A votação popular já está aberta e segue até o dia 18 de abril. Os vencedores serão anunciados no dia 23 de abril.

Na disputa por Agência do Ano, os destaques por número de indicações são Basic/ Dept (15), Jung von Matt (13), Dept (12) e TBWA\ Media Arts Lab (10). Para Produtora do Ano, os principais concorrentes são Media.Monks (7), Church Edit (6), Mss ng Peces (5), O Positive (4), Tool (4) e Modern Post (3). Já para Rede do Ano, a corrida está entre Dept (27), Stagwell (23), TBWA Worldwide (19), Accenture (17) e Wieden+Kennedy (17).

Foram quase 13.000 inscrições de mais de 70 países. Desse montante, menos de 12% foram selecionadas como Indicadas.

“Este ano, vimos uma transformação na forma como as marcas estão usando a tecnologia para construir e se comunicar com seus públicos”, declarou, em comunicado, Claire Graves, presidente do The Webby Awards “Estamos testemunhando uma mudança da experimentação de IA para casos com uso significativo para melhorar a produção e personalizar experiências. Além disso, houve uma expansão da criatividade no marketing B2B e um compromisso mais profundo das marcas e dos criadores com um storytelling centrado no ser humano”, acrescentou.

A organização observou que a IA continua a alterar a maneira como nos conectamos com as pessoas, consumimos entretenimento e aprendemos sobre o mundo. Ela deu como exemplos projetos como Fenty Beauty + Skin Experience (Sawhorse Productions), Gucci Cosmos Land no Sandbox (Gucci), Whitney Museum of American Art – Inaugural Immersive Art Experience (Design Bridge and Partners) e Immersive Earth, da Nasa.

Veja abaixo indicados nas competições envolvendo publicidade, mídia e PR (para checar mais detalhes dos cases que concorrem aos prêmios, acesse o site do Webby Awards)

Media & Entertainment, Branded Content (Advertising, Media & PR)
- #TikTokFitness Powered by Peloton – Gravity Road
- Call Me with Timothee Chalamet – TBWA\ Media Arts Lab
- The Price of Morals Campaign – Squid Game: The Challenge – BBH USA
- They’re Just Ken: Ryan Gosling Gifts BTS’ Jimin Ken’s Guitar – IW Group
- WeTransfer and Jungle Collaboration – WeTransfer

Products & Services, Branded Content (Advertising, Media & PR)
- Chrome Speed Challenge – EssenceMediacom
- Love Language – Duolingo
- Made with Lenovo Yoga: Digital Street Art – SuperHeroes
- The Square Meter – HeimatTBWA\
- YETI: Map The Gaps – Code and Theory

Health, Wellness & Pharmaceutical, Branded Content (Advertising, Media & PR)
- Long Covid Mode – SERVICEPLAN GERMANY
- ParkinSex – Havas Health Plus
- PBS KIDS Mental Health Awareness – PBS KIDS
- The NIL Student Nurse Initiative – Doner

Best Partnership or Collaboration, PR Campaigns (Advertising, Media & PR)
- Barbie The Movie – Mattel
- Snoop Goes Smokeless – The Martin Agency
- Ted Lasso: Fake Team. Real Partners. – Apple
- The NIL Student Nurse Initiative – Doner
- Twiggy Full Circle – EssenceMediaCom

Best Partnership or Collaboration, Metaverse & Immersive Features (AI, Metaverse & Virtual)
- Building History – Edelman
- NYX Professional Makeup x Snapchat Beauty Bestie – Snapchat
- Sphere x F1 LVGP – Sphere
- The Met Replica – Verizon
- Verizon – Catch My iPhone – R/GA

Best Partnership or Collaboration, Features (Podcasts)
- Democracy Vibe Check – WABE
- DJ Switch: Joy Through Music – Rebel Girls
- KIDZBOP – Audible
- SHOOT THE MESSENGER: Espionage, Murder & Pegasus Spyware – Exile Content Studio
- The Official Love & Death Podcast – Texas Monthly Studio

Best Original Music or Music Supervision, Craft (Advertising, Media & PR)
- 7 Eleven + Slurpee ‘Anything Flows’ – The Elements Music
- RESISTRUMENTS – Jung von Matt AG
- Slack presents: The Big Meeting – Brand New School
- Solo. There’s Magic in All of Us – ALTO
- Together We Soar – A Film By Air India Celebrating India’s 75th Republic Day’ – Supari Studios

Best Art Direction, Craft (Advertising, Media & PR)
- AIZOME WASTECARE™ Industrial waste — certified as skincare. – SERVICEPLAN GERMANY
- Designed to Sell – Squarespace
- Huracán Ramírez vs. La Piñata Enchilada – TBWA\ Media Arts Lab
- This Is Your Brain on Food for Postmates, by Mother Los Angeles – Mother
- White Claw Sundance – Brand New School

Best Use of Animation or Motion Graphics, Craft (Advertising, Media & PR)
- Bang & Olufsen – See Yourself In Sound – DEPT®
- Cafe Bustelo Está Aquí – Brand New School
- Super Mario x OREO Limited Edition Cookies – Brand New School
- The Square Eyed Boy – BBC Creative
- This Is Your Brain on Food for Postmates, by Mother Los Angeles – Mother

Best Launch, PR Campaigns (Advertising, Media & PR)
- De La Soul- The D.A.I.S.Y. Experience – Chrysalis Records
- Nintendo, Illumination and Universal Bring Mario’s Boots to Life – NBCUniversal
- Perdue Beer Can Chicken Beer – Edible, Inc.
- Sweethearts Situationships – Tombras
- Verizon – Catch My iPhone – R/GA

Integrated Campaign, Advertising Campaigns (Advertising, Media & PR)
- AIR – Watson Design Group, Inc.
- Back Market – Project R – Gus
- Bagel is Back: Sir Mix-a-Lot Serves Chex Mix Social Fans What They Crave – The Social Lights
- FanDuel Casino: Winner Winner Chicken Dinner – Mischief @ No Fixed Address
- Sewer Delivery – GSD&M

Best Community Engagement, Advertising Campaigns (Advertising, Media & PR)
- #FindTheKetchupBoatGuy – The Kitchen North America
- 90 Minute Stat Holiday – Leo Burnett Toronto
- Climate Doctor’s Certificate – CHEP Network
- Irrational Love – Wieden + Kennedy
- Philips – One Blade – DEPT®

Best Social Impact Campaign, Advertising Campaigns (Advertising, Media & PR)
- #TakeItDown – hive
- Say Maaate to a Mate – RSA Films
- Substitute Dealers – JOAN Creative
- The First Digital Nation – The First Digital Nation
- Through Their Eyes – McCann

Best Cause Related Campaign, PR Campaigns (Advertising, Media & PR)
- Audi x FC Bayern Fan Jacket – We Are Social Deutschland GmbH
- Stronger – TBWA\Hunt Lascaris Johannesburg (Pty)Ltd
- The Brake Room – McCann New York
- VCP Homeless Listings – Barkley
- We Are Warriors – Blak Powerhouse – R/GA

Real-Time Response, PR Campaigns (Advertising, Media & PR)
- #FindTheKetchupBoatGuy – The Kitchen North America
- Fixed It – Courage
- How Fruit Roll-Ups’ TikTok Strategy Helped A Viral Trend Happen With The Brand, Not To The Brand – The Social Lights
- Pepperoni Hug Spot – Leo Burnett Toronto
- Visit Haa-land – Innovation Norway – Visit Norway

Best Use of Social Media, Media Campaigns (Advertising, Media & PR)
- Facebook Marketplace Yes, Couch! – Meta
- M&M’S Spokescandies on Pause – Goodby Silverstein & Partners & Critical Mass
- MEAN GIRLS (2024) | Digital Campaign – Paramount Pictures
- Silo Residences – Apple
- The Wedding That Fans Built – Leo Burnett Australia

Best Use of Online Media, Media Campaigns (Advertising, Media & PR)
- NewsJacker – Clemenger BBDO
- The Adoptable Playlist – BBDO New York
- The road we share – MMS Communications Hungary Kft
- Welcome Home Jars – The Kitchen North America
- YETI: Map The Gaps – Code and Theory

Technical Achievement, Features & Design (Websites and Mobile Sites)
- Haus Website – Haus
- Locomotive – Locomotive
- MOTCHIRI HELLO WORLD – A-0
- Undo The Firewall – DEPT®
- Wish Tree for Yoko Ono – Loud Ltd