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” B-to-B 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) provides leadership that advances marketing excellence and shapes the future of the industry. Founded in 1910, the ANA’s membership includes more than 700 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA also includes the Business Marketing Association (BMA) and the Brand Activation Association (BAA), which operate as divisions of the ANA, and the Advertising Educational Foundation, which is an ANA subsidiary. The ANA advances the interests of marketers and promotes and protects the well-being of the marketing community.

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