Creativity that drives business results is a core focus area for Facebook. The Facebook Awards, which is now in its fourth year, acknowledges the top creative work that is in line with this thought process. As the platform has grown, Facebook added four more categories to the awards this year. In addition to ‘Integrated Campaign’ and ‘Facebook for Good’, the new categories included ‘Media Strategy’, ‘Social Technology’, ‘New Frontiers’ and ‘Craft’.
This signified the increase of video entries in the awards this year, which accounted for around 70 per cent of the work. Also notable is the fact that as the number of entries increased with twice the number of countries participating in the award, Asia Pacific agencies played a key role in contributing to the growth.
As Mark D’Arcy, Chief Creative Officer, Facebook explained, the jurors were looking for excellence in the work, and any award won was “no mean feat”.
From Asia, two agencies bring home Bronze metals.
This includes MRM/McCann Singapore winning a Bronze for the work, ‘The Red Cross Connection’ done for Singapore Red Cross in the category Social Technology. Speaking on the win, MRM//McCann Singapore Creative Director, Dante Abelarde said, “The project is a great case for showing the huge role social technology can play in driving audiences to take real and meaningful action beyond likes and shares. People naturally want to help out and mobile and social technology can enable them to do so.”
JWT Singapore/ Mirum won a Bronze for CABCY in the category Facebook for Good, entry titled ‘Share it to End it’.
There are also two shortlists for Colenso BBDO in the categories Craft and Media, for the entry titled ‘Motel Burger King’, for its client Burger King.
There were no wins from the region in the New Frontier category this year.
In a conversation with DMA, Mr D’Arcy said, “Our creative council are also the jurors in this award and these are some of the brightest, toughest people in this industry. Getting a win by their hands holds value. There were some wonderful entries from across the APAC region.
The jurors awarded two Blue winners this year – the highest honour at the Facebook Awards. The work, both from the United States, included:
Like A Girl in the Craft Category from Leo Burnett Toronto, Chicago, London/Holler for Procter & Gamble.
And the Ice Bucket Challenge for The ALS Association in the Facebook for Good category.