TED, non-profit dedicated to Ideas Worth Spreading, announced the winners of the second Ads Worth Spreading initiative on the opening day of TED2012 in Long Beach (California).
The 10 winners of the challenge were carefully curated to shine a spotlight on ads which break the mold through longer-form, idea-based storytelling.
The Ads Worth Spreading challenge attracted entries from 39 countries and is designed to recognize and reward innovation, ingenuity and intelligence in advertising and to seek out the best in online video storytelling – the kind of ads that inspire people to watch, learn and share.
For this year’s challenge, 25 industry advocates and six nomination teams looked for compelling ads from six specific areas of interest: Talk, Social Good, Cultural Compass, Creative Wonder, Brand Bravery, and Storytelling.
The 2011/12 Ads Worth Spreading are:
Canal+: The Bear
[youtube OWOeEqyD_gM nolink]
Chipotle: Back to the Start
Agency: Creative Artists Agency Los Angeles
[youtube O20biY3IxPo nolink]
Engagement Citoyen: The Return of Dictator Ben Ali
Brand: Engagement Citoyen
Agency: Memac Ogilvy Tunisia
[youtube qTCiKOgAhmk nolink]
L’Oreal Paris: Aimee Mullins
Brand: L’Oreal Paris
Agency: R/GA New York
[youtube YgUfcdSDqzQ nolink]
Mazda: Defy Convention
Agency: Team Cosmos/JWT Germany/Team Mazda Europe
[youtube h45rtg0nf48 nolink]
Microsoft: Kinect Effect
Agency: twofifteenmccann San Francisco
[youtube DyLWGKiNLRY nolink]
NTT Docomo: Xylophone
Brand: NTT Docomo, Inc.
Agency: Drill Inc., Dentsu Inc. Tokyo.
[youtube F9xJDDmBFZU nolink]
Prudential Day One: Linda
Agency: Droga5 New York
[youtube yCNKjwoQ3ZM nolink]
Rethink Breast Cancer: Your Man Reminder
Brand: Rethink Breast Cancer
Agency: john st. Toronto
[youtube VsyE2rCW71o nolink]
Sharpie: Start with Sharpie
Agency: Draftfcb Chicago
[youtube gWjAd1so2GA nolink]
This year’s winners were vetted by industry experts and curated by an internal TED team led by Chris Anderson. The winning work will be showcased at TED2012 as well as on TED.com and on YouTube. TED and YouTube will also honor the winners at a celebration held at the Art Directors Club in March in New York City.
Next year, TED will further evolve the Ads Worth Spreading challenge and engage in deep one-on-one conversation with the global advertising community to share what the organization has learned. Additionally, TED will open up TED.com as an incubation platform for testing and launching great creative.
TED is a nonprofit organization devoted to Ideas Worth Spreading. Started as a four-day conference in California 25 years ago, TED has grown to support those world-changing ideas with multiple initiatives. The annual TED Conference invites the world’s leading thinkers and doers to speak for 18 minutes.