The Monkeys’ Out of Office Travelogue for Qantas filled people with awe. So did DDB Sydney’s #comeonin for Sydney Opera House Leo Burnett’s Pocket Patrol for Samsung Australia made people fall in love. Clemenger BBDO’s Hungerithm for Snickers inspired people to act.
The categories for the Facebook Awards 2017 were vastly different to those of other awards. Facebook Awards have been evolving since they began in 2012. This year, the Awards applauded the “masters of emotion”, those who did the best work on Facebook and Instagram to elicit emotional responses. To make people love, cry, laugh, wow or act. These were the five categories.
The 2017 Facebook Awards winners are:
Inspired people to act:
● J. Walter Thompson, Anonymous Friend for Alcoholics Anonymous
● R/GA, Careculator by for jet.com
● Clemenger BBDO, Hungerithm for Snickers
Clemenger: Why Trump could lower the price of Snickers by 50c
● Leo Burnett Mexico MashiMachine for 4pelagatos
● R/GA London , The Adventures of Little Brush Big Brush for Unilever-Signal
● Leo Burnett, Your Name Saves for Donate Life America
Made people cry:
● DDB&Tribal, IWelcome-Live for Amnesty International
● BBDO New York, Evan, for Sandy Hook Promise
● momondo A/S, The DNA Journey
Made people fall in love:
● TV 2 Danmark A/S, All That We Share
● BBH New York, Playstation Search for Greatness for Sony
● Leo Burnett, Pocket Patrol for Samsung Australia
Leo Burnett & Samsung: See beaches’ hazards the way lifesavers see them
● Airbnb, We Are Here
Made people laugh out loud:
● Barton F Graf, Facebook Not Live for Tomcat Rodent Control
● Dieste, Litbait, for The Wild Detectives
● Barton F Graf, Little Caesars Facebook Surprises for Little Caesars
● TBWA Korea, Shoes: Impossible for ABC-MART Korea
● Alma DDB, Spanish Lessons for Netflix
These campaigns filled people with awe:
● DDB Sydney, #comeonin for Sydney Opera House
● BBDO New York, InstantDJ for Bacardi
● BBDO New York, Made in a Minute for Lowe’s
● ISL, Mr. Robot Season 2 Digital Launch for USA Network
● The Monkeys, Out of Office Travelogue for Qantas
The Monkeys: Make your email recipients wish they were on your Qantas holiday
This year’s trends?
Of course, there were trends:
Messenger bots stole the spotlight. This was especially true for entries from Europe, Middle East, Latin America and North America, where very many top-scoring entries incorporated Messenger bots into their campaigns.
Love was the most popular submission category. 49% of all entries were tagged with the Love emotion.
Entries from Latin America continued to grow. This year’s entries from Latin America increased by 200% as a fraction of total program submissions, vs 2016. Regional entries were dominated by Brazil, but the enthusiasm of Argentina and Mexico also stood out
Entries in the Wow category were notable for their creativity and boundary-pushing on Facebook and Instagram. Many of the entries experimented with real-time communication and engagement.
Small businesses were the stars of the awards. The number of shortlisted campaigns by small businesses increased among North America entries. Six of the 23 finalists were small businesses and two were nonprofits.
