Technology

The 2021 Digiday Awards Shortlist

Contemporary audiences, inclusivity and reemergence from quarantine become the backbeat of this year’s Digiday Awards shortlist

In what is composed a time of uncertainty, with some parts of the sector navigating a huge reopening and other parts grappling with COVID-19 variants and restricted vaccine secure admission to (or adoption), the nature of user behavior is continuously altering. However, digital media and advertising and marketing persist, and the nature of the ecosystems in which they work is now a section of the day after day fabric of the job. As all the time, the ingenious teams that drive campaigns for publishers and advertisers adapt. 

The newest installment of the Digiday Awards acknowledges the evolution of an industry, one which has not handiest transformed thanks to the pandemic and quarantines but one which has shifted in other profound techniques as well. The sweeping requires advocacy and inclusion maintain also shaped what the Digiday Awards judges maintain prior to them, in October 2021, as does an ongoing industry-extensive shift to divulge — and attain — youthful demographics within the creating spaces they work and play (particularly, mobile and on-line games). 

Finalists came upon their avid gamers in 2021 campaigns

Take, for instance, Excedrin, a double Digiday Awards finalist for Ultimate Multi-Platform campaign and Ultimate Approach Pivot. Working with Weber Shandwick, the distress reliever’s program in 2021—  “Sport Over for Headaches” — broke through to a new viewers by leveraging influential streamers within the gaming build of living. Excedrin partnered with Twitch to make normal verbalize material that spoke authentically to avid gamers. The pause result for the campaign used to be heightened earned coverage and definite user attention, and within the demolish “Sport Over” become the commence up of meaningful industry results. 

To substantiate that, Mtn Dew is no stranger to avid gamers, with its “Sport Gas” slogan securely a section of console tradition. As the PepsiCo stamp labored with OMD, the media agency fused the caffeinated beverage with game influencer messaging that foregrounded authenticity and top rate verbalize material. John Cena, authentic wrestler and actor, helmed the delivery of Mtn Dew Foremost Melon, the logo’s first new flavor in additional than a decade, riding ardour within the runup to the 2021 Big Bowl and highlighting in-game sweepstakes all the draw through every main social media channel. The campaign drove predominant sales in Q1 and garnered OMD triple-finalist space within the Digiday Awards — Ultimate Utilize of Influencer Advertising, Ultimate Product Open Advertising campaign and Most Innovative Media Company. 

Brands and media companies maintained the inclusivity beat

From deodorants to swimwear, from composed drinks to cinema, advertisers, media companies and their partners continued to push for expanded representation in their 2021 campaigns.

Stage showcased inclusive make that made its deodorant product accessible to of us with diverse higher-limb abilities and in a single more draw sighted folk. Their campaign instructed truthful and fearless tales and highlighted how other brands and companies can also efficiently put into effect an analogous changes to their product designs. The ‘Stage Inclusive’ campaign is shortlisted for Ultimate Product Open Advertising campaign.

Amazon Studios linked with Worth Initiatives and build voter suppression within the spotlight in 2021. ‘All In for Balloting’ incorporated documentary movies, an experiential roadshow, and a multi-platform awareness campaign. It touched down at 55 stamp-hosted voter registration occasions and 21 outdoor film screenings in disenfranchised communities. The hiss earned Amazon and Worth a neighborhood amongst the finalists for Ultimate Multi-Platform campaign.

Body inclusivity and choices to hyper-sexualized swimwear were the riding topics within the support of Summersalt’s ‘Every Body is a Summersalt Body’ campaign. That consists of two dozen completed females, the messaging showcased a spectrum of sizes, diverse sizes, backgrounds, ethnicities, ages, and sexualities to direct that each body belongs in a suit of its selecting. Summersalt is shortlisted for perfect Branding Advertising campaign B2C within the Digiday Awards.

In the demolish, The Coca-Cola Company activated its Sprite stamp to ticket a assertion supporting social justice and Sad Lives Topic. Partnering with Havas Atlanta, Moxi, and industry influencers, this system gave $50,000 to influencers to give to the causes of their possibility. The logo also hosted a series of digital performances by artists called “Sprite Device” — the reveals also gave support, donating funds to honest performance venues by draw of Set Our Phases. The campaign stands amongst finalists for Ultimate Approach Pivot.

As cities and shuttle reopened, campaigns centralized toughen and security

With storefront businesses deeply impacted within the midst of quarantines, as HBO Max prompted-build of living film productions support on-line, they did so with an peek on serving to native vendors hang pleasure in having their locales featured on audiences’ screens. Losing extensive pink pins with QR codes come the stores filmed on and around areas for its film “In the Heights,” potentialities can also scan the codes and redeem rewards from the native businesses. Total with a micro-build of living to reduction of us earn the pins, the campaign wrapped with a neighborhood on the Digiday Awards shortlist for Ultimate Multi-Platform Advertising campaign.

Expedia is conscious of shuttle, and because the sector cautiously returns to the roads, the air and destinations, the overall-provider shuttle build of living supplied inspiration and tricks to give travelers self belief in their plans. In addition they replicated significant particular person Joe Jonas’s hand and distributed 500 of the actual replicas for folk that can also want moderately genuine hand-maintaining on their first shuttle after quarantine. The campaign, in flip, handed Expedia a finalist space for Ultimate PR Advertising campaign.

Take a look at out the overall shortlist below as we stay up for the judges’ selections on the entire Digiday Awards finalists.

Ultimate Inventive

Tapjoy and Bully Pulpit Interactive – The Biden/Harris 2020 Presidential Advertising campaign

Comedy Central

Verizon and Madwell – The Reset

Land Rover and Outside

twelvenote

Known and Shift4 – Inspiration4

Ultimate Collaboration

SHISEIDO and Dentsu Inc. – “Camellia” The logo film we didn’t shoot

Pepsi, NFL and Roc Nation – Big Bowl LV Halftime Expose

Genero and Nespresso – Nespresso Abilities

Fox News Media and Tunnel to Towers Foundation – Memorial Day Special Branded Shriek

INNOCEAN USA and Hyundai Motor The United States – The Un-Adventurers

Digital Dominance and ResMed – Altering lives with every breath

Ultimate Utilize of Social

Nomadic Company – Capcom Resident Nefarious Village Alternate Fact Sport

Fearless Studio – AT&T Forces of Alternate

Initiative – Gen Z chooses Rexona

eos merchandise and Mischief @ No Fastened Take care of – Cooch Blessings Advertising campaign

Febreze and M Booth – Bedazzling Millennials with a Kardashian Designate Fan

Campfire and The INKEY Checklist – #AskINKEY Advertising campaign

Ultimate Utilize of Cellular

Buzzer

Tapjoy and Bully Pulpit Interactive – The Biden/Harris 2020 Presidential Advertising campaign

Aki Applied sciences and Family Dollar

Insider – Rebranding with Contemporary Cellular App Open

(Contemporary Mills) Nature Valley & Mindshare – Sensory Adverts by RUMBLE

NTWRK

Ultimate Utilize of Video

Known and TikTok – It Starts On TikTok

CarMax – “Pinch Me”

TV Land

CONVICTS

XX Artists – Ancestry’s Kidsplaining Series

Edelman and TAZO Tea (Unilever)

Ultimate Utilize of Influencer Advertising – NEW

MG Empower and Bumble – #MyLoveIsBlackLove

Collab, OMD and PepsiCo – Gradual Evening Tastebuds

eos merchandise and Mischief @ No Fastened Take care of – Cooch Blessings Advertising campaign

Zeno Neighborhood and Crest – Crest Whitening’s Magnificence Breakthrough

MTN DEW GAME FUEL – 2020 Gaming Influencer Advertising campaign

Known and TikTok – It Starts On TikTok

Ultimate Product Open Advertising campaign

Barbarian and Fenty Magnificence –  Fenty Eau De Parfum Ghost Stores

NYX Professional Makeup – Shine Loud Excessive Shine Lip Color Open

Accompany Inventive – Open of Nespresso Top rate Single-Initiating build Espresso Portfolio

Signia & Griffin360 – Signia Active X listening to support delivery

Stage – Open of Stage Inclusive

OMD and PepsiCo – Open of Mountain Dew Foremost Melon

Ultimate Branding Advertising campaign B2B

Insider and ING – Reworking Industry/Changemakers’ Playbook campaign

Oracle – Wall Avenue Journal Designate Advertising Advertising campaign

Lycored – Nourishing connections

IDG and Domo – Insist of the CIO Data Dashboard

Trelleborg

Wistia – Expose Industry

Ultimate Branding Advertising campaign B2C

Circulate Approach and Klarna

SEEN Connects and Merely Be – Fit For An Icon

GSG and ASICS

Pepsi – Match Me if You Can

InvestingChannel – IG US CONTENT SERIES AWARD

Summersalt – “Every Body Is A Summersalt Body” Advertising campaign

Ultimate Multi-Platform Advertising campaign

ViacomCBS

HBO Max – On Insist

Circulate Approach and Looney Tunes

Evoke and Foundation User Healthcare, Realizing B One-Step

Worth Initiatives and Amazon Studios – “All In For Balloting”

Weber Shandwick & Excedrin (GSK User Healthcare) – Sport Over for Headaches

Ultimate Search Advertising campaign

Goodway Neighborhood and Anytime Successfully being

Investis Digital and Happy Valley

In The Know Thesaurus

Terakeet and Leading Mortgage/Lending Company

January Digital for David’s Bridal

Adtaxi

Ultimate Approach Pivot – NEW

American Century Investments – #ACCFantasyGolf

Weber Shandwick & Excedrin (GSK User Healthcare) – Sport Over for Headaches

Havas Atlanta, Social Middle (The Coca-Cola Company – North The United States), Moxie

Warm Avenue

Atlassian

Hubilo

Ultimate Audio Advertising campaign

Edelman & Good Humor (Unilever)

Velocity, ViacomCBS and LEGO® – Lego Chums Podcast

Nickelodeon and iHeartRadio – Avatar: Braving the Sides podcast

CBS News – My Existence Of Crime Podcast

In The Know – We Can maintain to Talk

Ultimate PR Advertising campaign

Edelman & Dove (Unilever)

Expedia & Zeno Neighborhood – Lend A Helping Hand to Anxious Travelers

Weber Shandwick, Chicago – “Swim Heard Around the World”

Weber Shandwick, Chicago – American Pecans – Big Staunch Pecan Debate

Movers+Shakers & e.l.f. Cosmetics – Chipotle Mexican Grill & DayOne Company

The Martin Company – UPS and J Balvin #JuntosImparables

Most Innovative Writer

The Dodo

BDG

WAVE.tv

Dotdash

In The Know

Fearless Studios

Ultimate Gaming/esports Advertising campaign

In The Know Bowl

SHISEIDO, Dentsu Inc. – “Camellia” The logo film we didn’t shoot

BEN Neighborhood, Digital Arts, and Velan Studios – Open of “Knockout Metropolis”

Viral Nation – PUBG MOBILE Version Update Open

Edelman & Edgewell Non-public Care (Schick)

Fanatic Gaming and TikTok – TikTok Gamers Most attention-grabbing Expertise

Most Innovative Media Company

Known

Kyra Media

Canvas Worldwide

Sela, a PCA Neighborhood Company, and OZNaturals

m/SIX

OMD Worldwide

Most Innovative Designate

Pepsi – PepsiCo Drinks North The United States

Reverb – The Pedal Movie

Lycored – Nourishing Connections

Noom

NTWRK

Known and Shift4 – Inspiration4

Most Innovative Technology Platform

VidMob

Iterable

STN Video

Truthset

Intowow Yieldbooster

Premion

Most Innovative Just Company

Movers+Shakers

B-Reel

Worth Initiatives

Klick Successfully being

We are Rosie – Welcome To A Contemporary Device To Work

SEEN Connects

Chief of the Three hundred and sixty five days

OS Studios – John Higgins, CEO

SEEN Connects – Sedge Beswick, Founder and Managing Director

Bev – Alix Peabody, Founder and CEO

Collectively – Ryan Stern, CEO

PepsiCo Drinks, North The United States – Greg Lyons, CMO

HUM Nutrition – Walter Faulstroh, Co-founder & CEO

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