ANA Announces 2016 REGGIE Award Winners
Valspar Campaign from FCB Chicago Scores Top Prize
CHICAGO (April 21, 2006) — Valspar Corp.’s “Color for the Colorblind” campaign, created by FCB Chicago, has taken home the top prize — the Super REGGIE — in the 2016 REGGIE Awards.
The award was presented at the REGGIE Awards Gala dinner held on the final night of the ANA Brand Activation Conference at the Westin Chicago River North hotel. A total of 70 awards were presented to top agencies and brands for the best brand activation marketing campaigns of 2015 across 23 different categories.
The event culminated with the Super REGGIE announcement, honoring Valspar and FCB Chicago for the best campaign of 2015 chosen from the Gold category winners. In the campaign, Valspar partnered with EnChroma to bring EnChroma’s optical technology to the colorblind so that they could see color for the first time. The documentary film Color for the Colorblind was the centerpiece of a multi-channel campaign. The film features personal stories from four colorblind individuals who shared their reactions to experiencing the full spectrum of color for the first time in their lives.
Categories in the competition ranged from global execution to national and local campaigns with different budget levels down to specific discipline options. Disciplines included experiential, digital/social media, sponsorship, and cause marketing, plus two categories for retail- and shopper-focused campaigns.
“Since 1983, the REGGIE Awards have been the premier industry awards program recognizing the best marketing campaigns activated by brands and agencies,” said Bob Liodice, ANA president and CEO. “Our congratulations go out to all the winners, and our thanks to everyone who participated in the competition.”
The award name, REGGIE, was originally chosen because it symbolizes results by “making the cash register ring” with consumers. The Super REGGIE recognizes the highest level of achievement and is awarded to the “best in class” from the Gold category winners.
Over 200 judges, industry experts at director/VP level or higher, scored each entry based on the following criteria:
- Is the strategy in line with the insights and goals?
- What is the level of concept originality?
- How well were the materials integrated and activation executed? (Specific to the category)
- How strong were the results, and did they achieve business objectives? (volume/share/profit)
- How well did the activation build the brand and align with the overall brand?
AWARD WINNERS
|
Winner Types |
Campaign Name |
Brand Company Name |
Agency Name |
|
Age-Specific Campaigns |
|||
|
Gold |
Target Back to College: Target Union |
Target |
Periscope |
|
Silver |
#GarnierMusic |
Garnier |
AMP Agency |
|
Bronze |
Always Discreet National Launch |
Procter and Gamble |
Arc Worldwide/Leo Burnett Chicago |
|
Best Cause, Green, or Corporate Responsibility Marketing Campaigns |
|||
|
Gold |
Every Trail Connects |
REI |
Starcom MediaVest Group |
|
Silver |
Guns with History |
States United to Prevent Gun Violence |
Grey New York |
|
Bronze |
Extended Stay America Hotels: Leader in Corporate Social Responsibility |
Extended Stay America |
Extended Stay America |
|
Business-to-Business Campaigns |
|||
|
Gold |
Philadelphia Real Ingredients Campaign |
Kraft Foods |
The Food Group |
|
Silver |
Sensient “Color Insight” B2B Campaign |
Sensient Colors, LLC |
PIE, a division of Brand Connections |
|
Bronze |
Priceless Elevator Pitch |
MasterCard Worldwide |
McCann XBC |
|
Content Marketing Campaigns |
|||
|
Gold |
WestJet’s 12,000 Mini Miracles |
WestJet |
WestJet |
|
Silver |
Raw Craft with Anthony Bourdain |
William Grant & Sons |
Civic Entertainment Group |
|
Bronze |
Summer of Robot Chicken — KFC’s Colonel’s Chronicles |
KFC |
Turner Entertainment Networks |
|
Creativity and Innovation Campaigns |
|||
|
Gold |
Lucy the Robot |
Double Robotics |
Atomic 212° Group |
|
Silver |
The World Through Mr. Robot |
USA Network |
USA Network |
|
Bronze |
WestJet’s 12,000 Mini Miracles |
WestJet |
WestJet |
|
Digital and Mobile Marketing Campaigns |
|
|
|
|
Gold |
Dynamic Weather |
REI |
Starcom MediaVest Group |
|
Silver |
Topgolf First Timers Club |
Topgolf |
The Marketing Arm |
|
Bronze |
Westernunion.com American Dream Sweepstakes |
Western Union Financial Services, Inc. |
Quirk Creative |
|
Entertainment Campaigns |
|||
|
Gold |
National Geographic Channel’s “Life Below Zero” Escape the Cold Experience at SXSW |
National Geographic Channel |
AWESTRUCK Marketing Group, LLC |
|
Silver |
truTV Impractical Jokers “Museum of Impractical History” at San Diego Comic-Con |
truTV |
Bottlerocket Marketing, a division of Brand Connections |
|
Bronze |
Vikings Season 3 |
HISTORY |
HISTORY |
|
Experiential Marketing Campaigns (Budget Over $1,000,000) |
|
||
|
Gold |
Priceless Table |
MasterCard Worldwide |
McCann XBC |
|
Silver |
#GarnierMusic |
Garnier |
AMP Agency |
|
Bronze |
Target Back to College: Target Union |
Target |
Periscope |
|
Experiential Marketing Campaigns (Budget Under $1,000,000) |
|
||
|
Gold |
Flo’s Chop Shop |
Progressive Insurance |
Match Marketing Group |
|
Silver |
Delta Mud Run |
Delta Faucet |
Starcom MediaVest Group |
|
Bronze |
Alexia Farm to Flavor Tour |
Alexia Foods, Inc. (ConAgra Foods) |
Epsilon |
|
Gamification Campaigns |
|||
|
Gold |
The Curse of Oak Island Season 3 |
HISTORY |
HISTORY |
|
Silver |
JCPenney Oscars Play to Give |
JCPenney |
The Marketing Arm |
|
Bronze |
adidas Boost Tour |
adidas |
Match Marketing Group |
|
International/Global Campaigns |
|||
|
Gold |
Johnson’s Baby So Much More Global Launch |
Johnson & Johnson |
TPN Retail |
|
Silver |
Gillette Body: Body Issue for Latin America |
Gillette Body/ESPN Latin America |
ESPN CreativeWorks |
|
Bronze |
Big Lincoln for Illinois Office of Tourism |
Illinois Office of Tourism |
JWT, Maxus, Fleishman Hillard |
|
Local, Regional Market Campaigns |
|||
|
Gold |
Naked Drink Good Do Good |
Naked Emerging Brands |
The Integer Group |
|
Silver |
Stella Artois Sensorium |
Stella Artois |
Mosaic |
|
Bronze |
MixRadio — Mixtape Mystery |
MixRadio |
Geometry Global |
|
Loyalty Campaigns |
|||
|
Gold |
Priceless Surprises |
MasterCard Worldwide |
McCann XBC |
|
Silver |
Play with Oreo |
Mondelēz International |
Geometry Global |
|
Bronze |
Albertsons “Stop and Play with Oreo” |
Mondelēz International |
Geometry Global |
|
Multicultural/Lifestyle Segment Campaigns |
|||
|
Gold |
Rooting for Success |
Western Union Financial Services, Inc. |
mcgarrybowen |
|
Silver |
Western Union: Moving Money For Better, Internationally |
Western Union |
Gravity Media |
|
Bronze |
This Is Cuban Ingenuity |
Western Union Financial Services, Inc. |
mcgarrybowen |
|
National Consumer Campaigns (Budget Under $3,000,000) |
|||
|
Gold |
Big Heart Pet Brands Seasonal Platform Activation |
Milk-Bone, Pup-Peroni, Milo’s Kitchen/Big Heart Pet Brands |
FCB/Red |
|
Silver |
Alcon’s Science of Beautiful Eyes |
Alcon, A Novartis Company |
Arc Worldwide/Leo Burnett Chicago |
|
Bronze |
The Most Gifted Wrappers Use the Most Gifted Tape |
3M |
Arc Worldwide/Leo Burnett Chicago |
|
National Consumer Campaigns (Budget Over $3,000,000) |
|||
|
Gold |
Westernunion.com American Dream Sweepstakes |
Western Union Financial Services, Inc. |
Quirk Creative |
|
Silver |
Cottonelle Go Commando |
Kimberly-Clark Corp. |
Geometry Global |
|
Bronze |
Little Moments. Big Smiles. |
Pepperidge Farm |
Y&R New York (Team 350 Degrees) |
|
New Product Launch Campaigns |
|||
|
Gold |
Arby’s Introduces Brown Sugar Bacon Sandwich and Consoles Vegetarians with Support Hotline |
Arby’s Restaurant Group, Inc. |
Edelman |
|
Silver |
Palm Breeze: Vacay Every Day |
Palm Breeze |
Trisect |
|
Bronze |
Nissan Titan State Fair of Texas |
Nissan |
The Marketing Arm |
|
Partnership Campaigns (No Budgetary Parameters) |
|||
|
Gold |
Valspar Color for the Colorblind |
Valspar Corp. |
FCB Chicago |
|
Silver |
Every Trail Connects |
REI |
Starcom MediaVest Group |
|
Bronze |
Best Western’s #RoadTrippin’ with Campaign |
Best Western International |
Ideas Collide Marketing Communications |
|
Retailer-Specific Campaigns |
|||
|
Gold |
Sour Patch Watermelon Slurpee Campaign |
Mondelēz International |
Phoenix Creative Co. |
|
Silver |
Coca-Cola Walgreens Summer Happy Hour 2015 |
The Coca-Cola Co. |
FCB/RED |
|
Bronze |
Pin that Twist |
The Kraft Heinz Co. |
Geometry Global |
|
Shopper Marketing Campaigns |
|||
|
Gold |
Big Heart Pet Brands Seasonal Platform Activation |
Milk-Bone, Pup-Peroni, Milo’s Kitchen/Big Heart Pet Brands |
FCB/RED |
|
Silver |
Walmart Boo’ing |
Mars Chocolate North America |
The Integer Group |
|
Bronze |
Alcon’s Science of Beautiful Eyes |
Alcon, A Novartis Company |
Arc Worldwide/Leo Burnett Chicago |
|
Small Budget Campaigns (Budget Under $250,000) |
|||
|
Gold |
Lucy the Robot |
Double Robotics |
Atomic 212° Group |
|
Silver |
10,000 Cupcakes, One Great Cause |
Whirlpool Corp. (KitchenAid) |
Catapult |
|
Bronze |
IZZE Friendsgiving |
Naked Emerging Brands |
The Integer Group |
|
Social Media Campaigns |
|||
|
Gold |
Valspar Color for the Colorblind |
Valspar Corp. |
FCB Chicago |
|
Silver |
Volvo Interception |
Volvo Cars of North America |
Grey New York, WE Communications, MindShare |
|
Bronze |
WestJet’s 12,000 Mini Miracles |
WestJet |
WestJet |
|
Sponsorship and Licensed Property Campaigns |
|||
|
Gold |
Shaving Rebuilt With Avengers-Inspired Technology |
Gillette |
Concept One, Grey New York, Ketchum |
|
Silver |
Buick Bracketball Challenge |
Buick |
Jack Morton Worldwide |
|
Bronze |
#HatsOffToTom |
MasterCard Worldwide |
McCann XBC |
|
SUPER REGGIE WINNER |
|||
|
SUPER REGGIE |
Valspar Color for the Colorblind |
Valspar Corp. |
FCB Chicago |
About the ANA:
The ANA (Association of National Advertisers) accelerates growth for marketing professionals, brands, and the entire industry. With a mission to shape the future of marketing, the ANA sets the agenda for the industry, connecting its members to unparalleled expertise, industry-leading resources, and an influential global network. Representing over 1,600 companies — including 1,000+ client-side marketers, 600 marketing solutions providers, and 20,000 brands — ANA members collectively influence $400 billion in annual marketing spending. By championing the 12-point ANA Growth Agenda and the CMO Growth Council, the ANA drives actionable change, empowers marketers, shapes the marketing ecosystem, and delivers exceptional experiences at every touchpoint. Since 1910, the ANA has been setting the agenda for industry transformation. It enables marketers to advance their ambitions, make better decisions, and create lasting impact for their organizations and the industry.
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