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09 September 2016

Ariel 'Removing the Stains of Social Inequality' crowned Campaign of the Year at M&M Global Awards 2016

   



Mmg mediacom

Ariel's 'Removing the Stains of Social Inequality' campaign, which encouraged men to share the traditionally female chore of washing, has been crowned 'Campaign of the Year' at this year's M&M Global Awards. The campaign, by MediaCom, won every category it was entered for: Best Use of Content, B2C Campaign of the Year, Best Multiplatform Campaign and The International Effectiveness Award. 

At the same time, MediaCom took home the coveted 'Agency of the Year' title for the second year running, along with nine other awards across the board including Best Local Execution of a Global Brand, Best Use of Content, Best Use of Social Media, B2C Campaign of the Year, Best Creative Use of Technology, Best Multiplatform Campaign, Best Use of an Influencer, Innovative Use of Publisher Platform and The International Effectiveness Award. 

OMD scooped four awards including Best Partnership Award, Best International Growth Strategy, The Smart Use of Data Award and Best Targeted Campaign. 

The Grand Prix Awards saw Viacom walk away with International Media Brand of the Year, while Unilever was awarded International Advertiser of the Year. 

Check out the list of winners below and click through to read the full case studies. 

M&M Global Awards Winners 2016 

B2B Campaign of the Year  

Winner - Lucy the Robot (Double Robotics / Atomic 212)  

 

Best Communications Strategy  

Winner - Girl Emojis (Always / Starcom)  

Highly commended - Watch it: The classic Disney villains have evil kids! (Disney Descendents / OMD)  

Highly commended - Love at First Taste (Knorr / PHD) 

 

Best Engagement Strategy  

Winner - Lo Kar Lo Baat (Active Wheel / PHD)   

 

Best Local Execution of a Global Brand  

Winner - 100% Kosher Head & Shoulders (Head & Shoulders / MediaCom)  

Highly commended - Sunday Grannies (Vodafone / UM)  

 

Best Partnership Award  

Winner - Virtually Dead (HTC Vive / OMD)  

 

Best Targeted Campaign  

Winner - The Force is strong and excellent at targeting campaigns! (Star Wars The Force Awakens / OMD)  

Highly commended - Avenger's Hero Up (Marvel's Avengers / OMD)  

 

Best Use of Content  

Winner - Removing the stains of Social Inequality (Ariel / MediaCom)  

Highly commended - Narcos Cocainenomics (Narcos / MEC Global Solutions)  

 

Best Use of Social Media  

Winner - VW Trailer Assist (Volkswagen / MediaCom)  

Highly commended - #18toWin (Bundesliga / FOX Networks Group)  

 

Best Use of Video  

Winner - More than TV – Delivering content in context (BBC Earth / Vizeum)  

Highly commended - The name's chat, Snapchat (Sony / OMD)  

 

*NEW* B2C Campaign of the Year  

Winner - Removing the stains of Social Inequality (Ariel / MediaCom)  

Highly commended - Lo Kar Lo Baat (Active Wheel / PHD)   

 

*NEW* Best Creative Use of Technology  

Winner - Sea Hero Quest (Deutsche Telekom / MediaCom)  

Highly commended - Lo Kar Lo Baat (Active Wheel / PHD)   

 

*NEW* Best International Growth Strategy  

Winner - Explore Canada (Destination Canada / OMD)  

Highly commended - San Andreas (San Andreas / MediaCom)  

 

*NEW* Best Multiplatform Campaign  

Winner - Removing the stains of Social Inequality (Ariel / MediaCom)  

Highly commended - Stop Clicking Around (Hilton Worldwide / OMD)  

 

*NEW* Best Use of an Influencer  

Winner - San Andreas (San Andreas / MediaCom)  

Highly commended - Call of Duty – Sharecasting (Call of Duty / MEC Global Solutions)  

 

*NEW* Innovative Use of a Publishing Platform  

Winner - Trial Blazing – Ambi Pur (Ambi Pur / MediaCom)  

Highly commended - The name's chat, Snapchat (Sony / OMD)  

 

The International Effectiveness Award  

Winner - Removing the stains of Social Inequality (Ariel / MediaCom)  

Highly commended - Avenger's Hero Up (Marvel's Avengers / OMD)  

 

The Smart Use of Data Award  

Winner - Explore Canada (Destination Canada / OMD)  

Highly commended - M9 One Launch (HTC / OMD)  

 

The Talent Award  

Winner - Disrupting the Talent Paradigm (MEC)  

Highly commended - FastForward (OMD)  

   



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