W+K, BBH Grab Interactive Gold From Art Directors

  • by April 28, 2011

OldSpiceGuy

Wieden+Kennedy and Publicis-backed BBH New York have won interactive gold honors in the 90th Annual Art Directors Club Awards. 

Wieden+Kennedy won for its Old Spice direct-response campaign that used YouTube and Twitter. For three days last July, according to W+K's Web site: "The Old Spice guy engaged directly with his fans and consumers of Old Spice, sending those who responded to the work a personalized message." By the following week, W+K reported, Old Spice had the all-time, most-viewed YouTube sponsored channel.

BBH won gold for its 2-minute YouTube video, Google Chrome Speed Tests, in which the Web browser is tested against the speed of sound waves, lightning and potatoes. Since the video's posting last May, it has been viewed more than 4.6 million times.

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BBH also picked up an interactive bronze award for Google's "Chrome Extensions" campaign, with merit awards going to WPP's Y&R New York for its Airwalk athletic gear campaign, and to MDC Partners' Crispin Porter for a Microsoft campaign.

W+K's Old Spice direct-response campaign also picked up a "hybrid cube," said to honor "the year's most game-changing, innovative and inspiring work, and the most relevant, entertaining, engaging brand experiences and advertising solutions." Another hybrid cube went to New York's R/GA for its "Pay With a Tweet" ecommerce platform.

These and more than 210 other ADC awards -- including the so-far unannounced Best in Show and Interactive Agency of the Year honors -- will be presented to their winners May 10 in New York City.

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