Shortlist of Finalists Announced for Europe’s Leading Digital Advertising and Research Awards 2021!

Winners Will be Announced on 25th May!

20th May, 2021, Brussels, Belgium: IAB Europe is delighted to announce the shortlist of finalists for the prestigious MIXX Awards Europe and IAB Europe Research Awards 2021. The annual award competitions showcase the very best of digital advertising from across Europe. Winners of the awards are renowned in the industry for delivering some of the best impactful and innovative work that Europe has ever seen!

Celebrating and sharing the very latest innovations in digital advertising research and campaign development is a key IAB Europe objective and we would like to thank everyone who took the time to enter. 

IAB Europe would like to thank all of the jury of experts from across the digital advertising and research industry who dedicated hours of their time to reviewing and discussing all entries. This year’s jury includes experts from BBC Global News, Bloomberg Media, Bauer Media, Coca-Cola, Havas Media Group, Google, GroupM, Publicis Media, PHD, PubMatic, S4M, TikTok, Vodafone, Visa and WarnerMedia. 

Winners Announced at IAB Europe’s Flagship Virtual Event ‘Interact’ on 25th May 

The winners will be announced at IAB Europe’s Interact event on the 25th May. Across three afternoons on the 25th, 26th and 26th May, we will be streaming live with a series of panel discussions and keynotes on the Digital New Deal, as we aim to take stock of what is needed to ensure a sustainable and innovative future for Digital Advertising. We have a stellar line-up of speakers confirmed, including Věra Jourová, Vice-President of the European Commission for Values and Transparency, Simon McDougall, Deputy Commissioner – Regulatory Innovation and Technology, ICO, Tina Beuchler, Global Media & Agency Operations, Nestlé, and Terence Kawaja, Founder and CEO of LUMA Partners.

  • The MIXX award and Research winners will be revealed at 14.30 CET at Interact on 25th May 2021! 
  • Register here to secure your free place and find out who has been selected as Europe’s best campaigns! 

 

THE 2021 SHORTLIST 

MIXX AWARDS EUROPE

 

Brand Advertising 

 

Campaign: #NoMoreTags

Submitted by: Koton

Media Agency: Speed Media

Video: https://youtu.be/g_unmJjW0ZA 

 

Campaign: Furiously Fast Premier League with CANAL+

Submitted by: Havas Media Warsaw, Creative Agency Havas Warsaw

Advertiser: CANAL+

Video: https://youtu.be/0vaPjjWpcdc 

 

Campaign: We don’t know! We’re just asking questions!

Submitted by: Sector 7 Hub

Advertiser: Catmobile.ro

Video: https://www.youtube.com/watch?v=f7orLpfjwXk 

 

Campaign: Dove #ShowUs Russia Y2

Submitted by: Initiative Russia

Advertiser: Dove/Unilever

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

 Campaign: Bank of Green Changes

Submitted by: Havas Media

Advertiser: BNP Paribas

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Branded Content

 

Campaign: Connecting Irish Women through Branded Content with An Post

Submitted by: Core

Advertiser: An Post

Video: https://www.youtube.com/watch?v=znDYTQlQMFc&feature=youtu.be 

 

Campaign: Coca-Cola Screentime

Submitted by:  Carat Media Turkey
Advertiser: Coca-Cola

Video: https://youtu.be/g_unmJjW0ZA 

 

Campaign: Experience Management Platform

Submitted by: Neodigital

Advertiser: Tadım

Video: https://youtu.be/k6BzmevwOys 

 

Campaign: Cif – Beautiful When Clean

Submitted by: u-Studio powered by Oliver

Advertiser: Unilever / Cif

Video: https://vimeo.com/396921353 

 

Campaign: FIX FILIA (Fix Friendship)

Submitted by: DPG Digital Media

Advertiser: Fix Hellas / Olympic Brewery

Video: not submitted

 

Campaign: Eduard, the Urban Farmer

Submitted by: Saatchi & Saatchi + The Geeks

Advertiser: Edenia / Macromex

Video: https://youtu.be/blzpHgzTDpM

 

Campaign: KUBETI – “UNLOCK THE TOTEM”

Submitted by: Sunday Media

Advertiser: Kubeti / Ficosota Food

Video: https://youtu.be/blzpHgzTDpM

 

Campaign Effectiveness

 

Campaign: get through the hardships, get online

Submitted by : proof.

Advertiser: CloudCart Bulgaria

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t= 

 

Campaign: Furiously Fast Premier League with CANAL+

Submitted by : Havas Media Warsaw, Creative Agency Havas Warsaw

Advertiser: CANAL+

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t= 

 

Campaign: Bankinter, the Bank that Sees MONEY the Way You Do 

Submitted by:: Havas Media Spain

Advertiser: Bankinter

Video: https://youtu.be/q5BdqI6OFCY 

 

Campaign: Experience Management Platform

Submitted by: Neodigital

Advertiser: Tadım

Video: https://youtu.be/k6BzmevwOys

 

Campaign: Wilkinson – Sharpening Your Style Since 1772: Gaming

Submitted by:  Wavemaker Poland, TeamPlay Poland, Artcore Poland

Advertiser: Wilkinson / Edgewell Personal Care?

Video: https://vimeo.com/386191013 

 

Campaign: How to scale based on abandoners

Submitted by:Data Revolt Agency

Advertiser: YOXO (Orange Romania)

Video: https://youtu.be/0vaPjjWpcdc 

 

Digital Audio Advertising

 

Campaign: Listen Up! Delivering personalised audio ads at scale for Bose

Submitted by: A Million Ads

Advertiser: Bose

Video: https://youtu.be/AICURYEivBg

 

Campaign: Mental Airbag

Submitted by: Wavemaker Hungary

Advertiser: BMW Group Hungary

Video: https://youtu.be/AICURYEivBg

 

Campaign: To Be a Girl Child in the Changing World

Submitted by: Digital Partners

Advertiser: Aydin Dogan Foundation

Video: https://youtu.be/AICURYEivBg

 

Campaign: Magnum 3D Spotify Audio

Submitted by: Mindshare Turkey

Advertiser: Unilever / Magnum

Video: https://youtu.be/AICURYEivBg

 

Campaign: Speed Limited Radio Spots

Submitted by: Publicis Emil Turkey

Advertiser: Mercedes-Benz Turkey

Video: https://youtu.be/jktB-_zSFp0

 

Digital OOH Advertising

 

Campaign: Dogvertising

Submitted by: MediaCom

Advertiser: Pedigree Dentastix

Video: https://youtu.be/jktB-_zSFp0

 

Campaign: Symulakra – a sculpture created by the forces of the city

Submitted by: Screen Network / panGenerator

Advertiser: Screen Network / panGenerator

Video: https://youtu.be/jktB-_zSFp0

 

Direct Response / Lead Generation 

 

Campaign: How to train a machine

Submitted by: Mediaworks (part of Core)

Advertiser: Liberty Insurance

Video: not submitted

 

Campaign: How to scale based on abandoners

Submitted by:Data Revolt Agency
Advertiser: YOXO (Orange Romania)

Video: https://youtu.be/0vaPjjWpcdc 

 

Campaign: Domino’s Most Awakened – Rewarding Late Night NBA Fans… the Next Day

Submitted by: Arena Media Spain

Advertiser: Domino’s Pizza

Video: not submitted

 

Campaign: Hacking Global Growth in Cybersecurity

Submitted by: Kaspersky & iProspect

Advertiser: Kaspersky

Video: not submitted

 

Campaign: The Magic Remote

Submitted by: Hype

Advertiser: BMW

Video: https://youtu.be/jktB-_zSFp0

 

Campaign: Germanos – COVID-19 – Real-Time Response to meet changing demand

Submitted by: Mindshare

Advertiser: Germanos

Video: https://youtu.be/jktB-_zSFp0

 

Effective Use of Data

 

Campaign: Dogvertising

Submitted by: MediaCom

Advertiser: Pedigree Dentastix

Video: https://youtu.be/jktB-_zSFp0

 

Campaign: Speed Limited Radio Spots

Submitted by: Publicis Emil Turkey

Advertiser: Mercedes-Benz Turkey

Video: https://youtu.be/jktB-_zSFp0

 

Campaign: Water Index by Finish

Submitted by: Havas Media Turkey

Advertiser: Reckitt Benckiser / Finish

Video:https://vimeo.com/386191013

 

Campaign: Coca-Cola Support Your Locals with “DCO”

Submitted by: Carat

Advertiser: Coca-Cola

Video:https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=

 

Games & E-Sports

 

Campaign:L’Enfant Bleu – The Fortnite Undercover Avatar 

Submitted by: Havas Sports & Entertainment Paris

Advertiser: L’Enfant Bleu

Video: https://www.youtube.com/watch?v=LEIeQI6LZlc&feature=youtu.be

 

Campaign: Coca-Cola e-Euro 2020

Submitted by: Carat

Advertiser: Coca-Cola

Video: https://www.youtube.com/watch?v=UTSJxXIKicA&feature=youtu.be

 

Campaign: CYBERPUNK 2077

Submitted by: Havas Media

Advertiser: CD PROJECT RED

Video: https://youtu.be/aXwGIWXlDTw

 

Campaign: PUMA Alonzo’s Virtual Music Tour on GTA

Submitted by: Havas Sports & Entertainment Paris

Advertiser: PUMA

Video: https://youtu.be/aXwGIWXlDTw

 

Campaign: Wilkinson – Sharpening Your Style Since 1772: Gaming

Submitted by:  Wavemaker Poland, TeamPlay Poland, Artcore Poland

Advertiser: Wilkinson / Edgewell Personal Care?

Video: https://youtu.be/aXwGIWXlDTw

 

Campaign: #GamingWithoutBarriers

Submitted by: Fantasyexpo & Polska Liga Esportowa

Advertiser: Fantasyexpo & Polska Liga Esportowa

Video: https://youtu.be/aXwGIWXlDTw

 

Influencer Marketing

 

Campaign: Trésor x LeStream: A story of mystery, engagement, and redemption.

Submitted by: Carat

Advertiser: Kellogg’s Trésor

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=

 

 

Campaign: Rexona fantastic teens IGTV series

Submitted by : Initiative 

Advertiser: Rexona / Unilever

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t= 

 

Campaign: Furiously Fast Premier League with CANAL+

Submitted by : Havas Media Warsaw, Creative Agency: Havas Warsaw

Advertiser: CANAL+

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t= 

 

Campaign: KUBETI – “UNLOCK THE TOTEM”

Submitted by: Sunday Media

Advertiser: Kubeti / Ficosota Food

Video: https://youtu.be/blzpHgzTDpM

 

Campaign: PUBG MOBILE New Year’s Eve

Submitted by: Dimi Advertising Agency

Advertiser: PUBG MOBILE

Video: https://youtu.be/blzpHgzTDpM

 

Integrated Advertising

 

Campaign: We don’t know! We’re just asking questions!

Submitted by: Sector 7 Hub

Advertiser: Catmobile.ro

Video: https://www.youtube.com/watch?v=f7orLpfjwXk 

 

Campaign: Cif – Beautiful When Clean

Submitted by: Mindshare

Advertiser: Unilever / Cif

Video: https://vimeo.com/396921353 

 

Campaign: Bank of Green Changes

Submitted by: Havas Media

Advertiser: BNP Paribas

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Campaign: Box Food App: a new player enters the Greek market

Submitted by: MINDSHARE

Advertiser: BOX

Video: not submitted

 

Campaign: #wakeupafter6pm

Submitted by: proof.

Advertiser: fritz-kola

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Native Advertising

 

Campaign: PUMA Alonzo’s Virtual Music Tour on GTA

Submitted by: Havas Sports & Entertainment Paris

Advertiser: PUMA

Video: https://youtu.be/aXwGIWXlDTw

 

Campaign: Volvo A Million More

Submitted by: Mindshare Turkey

Advertiser: Volvo

Video: https://youtu.be/aXwGIWXlDTw

 

Non-Profit / Corporate Social Responsibility

 

Campaign:L’Enfant Bleu – The Fortnite Undercover Avatar 

Submitted by: Havas Sports & Entertainment Paris

Advertiser: L’Enfant Bleu

Video: https://www.youtube.com/watch?v=LEIeQI6LZlc&feature=youtu.be

 

Campaign: Cif – Beautiful When Clean

Submitted by: u-Studio powered by Oliver

Advertiser: Unilever / Cif

Video: https://vimeo.com/396921353 

 

Campaign: Bank of Green Changes

Submitted by: Havas Media

Advertiser: BNP Paribas

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Campaign: Fair Tales

Submitted by: Havas Media / Sales&More / Publicis / VMLY&R Poland / Point of View

Advertiser: Odeabank

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Campaign: Water Index by Finish

Submitted by: Havas Media Turkey

Advertiser: Reckitt Benckiser / Finish

Video:https://vimeo.com/386191013

 

Offline Digitalisation

 

Campaign: Hayrats – The Waterless Fountains by Finish

Submitted by: Havas Media Turkey

Advertiser: Reckitt Benckiser / Finish

Video: https://youtu.be/jktB-_zSFp0

 

Campaign: The Magic Remote

Submitted by: Hype

Advertiser: BMW

Video: https://youtu.be/jktB-_zSFp0

 

Product Innovation

 

Campaign: VakifBank Mirriad Project

Submitted by: Papillon Istanbul

Advertiser: VakifBank

Video: https://youtu.be/J030z3KgBA0

 

Campaign: Green Look

Submitted by: Wavemaker Hungary

Advertiser: Romani

Video: https://youtu.be/jktB-_zSFp0

 

Campaign: Bank of Green Changes

Submitted by: Havas Media

Advertiser: BNP Paribas

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Search Advertising

 

Campaign: search against violence

Submitted by: proof.

Advertiser: Avon Bulgaria

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Campaign: Performance in a Box

Submitted by: Generation Y – International eBusiness Hub

Advertiser: Box Pharmacy / Generation Y – International eBusiness Hub

Video: not submitted

 

Campaign: Praktiker Hellas – Google Ads Search Advertising Strategy

Submitted by: adjust.

Advertiser: Praktiker Hellas

Video: not submitted

 

Campaign: The illusionist

Submitted by: Hype

Advertiser: Turkcell

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Social Media

 

Campaign: Pit Story

Submitted by : Publicis Emil Turkey

Advertiser: Mercedes-Benz Turkey

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t= 

 

Campaign: fruits of diplomacy

Submitted by : proof.

Advertiser: kasaba

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t= 

 

Campaign: Rexona fantastic teens IGTV series

Submitted by : Initiative 

Advertiser: Rexona / Unilever

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t= 

 

Campaign: Mix Up Your Summer

Submitted by : L2 Agency

Advertiser: Mirinda/ PepsiCo

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t= 

 

Campaign: Omniasig Home Insurance – Sandu The Scotch Tape Master

Submitted by : V8 Interactive Advertising 

Advertiser: Omniasig 

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t= 

 

Video Advertising

 

Campaign: Furiously Fast Premier League with CANAL+

Submitted by: Havas Media Warsaw, Creative Agency: Havas Warsaw

Advertiser: CANAL+

Video: https://youtu.be/0vaPjjWpcdc 

 

Campaign: VIA VAI speeding towards omnichannel video success

Submitted by: Fingerspitz

Advertiser: VIA VAI

Video: https://youtu.be/0vaPjjWpcdc 

 

Campaign: We don’t know! We’re just asking questions!

Submitted by: Sector 7 Hub

Advertiser: Catmobile.ro

Video: https://www.youtube.com/watch?v=f7orLpfjwXk 

 

Campaign: Bankinter, the Bank that Sees MONEY the Way You Do 

Submitted by:: Havas Media Spain

Advertiser: Bankinter

Video: https://youtu.be/q5BdqI6OFCY 

 

Virtual and Augmented Reality

 

Campaign: PUMA Alonzo’s Virtual Music Tour on GTA

Submitted by: Havas Sports & Entertainment Paris

Advertiser: PUMA

Video: https://youtu.be/aXwGIWXlDTw

 

Campaign: Zoetis Cydectin Triclamox VR 

Submitted by: Format C

Advertiser: Zoetis

Video: https://youtu.be/aXwGIWXlDTw

 

Campaign: ARZU SABANCI FOR KOTON AUGMENTED REALITY APP

Submitted by: Koton / Speed Media

Advertiser: Koton

Video: https://youtu.be/aXwGIWXlDTw

 

Campaign: Pit Story

Submitted by : Publicis Emil Turkey

Advertiser: Mercedes-Benz Turkey

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t= 

 

[NEW] Best use of CTV

 

Campaign: VakifBank Mirriad Project

Submitted by: Papillon Istanbul

Advertiser: VakifBank

Video: https://youtu.be/jktB-_zSFp0

 

RESEARCH AWARDS

 

Audience Measurement

 

MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales

 

MeMo² developed a unique research roadmap in which factual media contacts amongst real shoppers was correlated with Brand & daily Sales uplift data from individual supermarket checkouts. Media contacts were 100% passively registered through a mobile-based measurement platform, THX. (winner IAB Europe 2020), including the exposure to instore advertising by tracking store visits of real consumers.

 

Best Use of Research Budget

 

MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales

 

Annalect Nordics: Telenor Omnichannel Platform with Campaign AI Engine

 

Annalect has developed a comprehensive omnichannel platform using advanced AI modelling combined with a unique campaign mapping engine that enables clients to distinguish detailed creative effects from effects from sheer media pressure.

 

Brand Advertising Effectiveness

 

Annalect Netherlands: Driving marketing measurement accuracy through geo lift calibration in Marketing Mix Modeling

 

This research project encompasses ground-breaking Marketing Mix Modeling (MMM) for PepsiCo. The goal was to estimate impact of marketing and other factors on sales for Lays through Bayesian MMM, while integrating geo-experimental results, to significantly improve scenario planning and testing for marketing investments. 

 

 

MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales

 

Consumer Attitudes and Behaviour

 

Kantar: Kantar’s COVID-19 Barometer:  In March 2020, Kantar created The COVID-19 Barometer. The largest study into how consumers were being impacted by the pandemic. Created in days, with unparalleled breadth, depth and frequency, ‘the Barometer’ guided Kantar and our clients through the first year of the pandemic.

 

Annalect Nordics: Effective activation of McDonald’s 1st party data

 

With over 20+ years of experience with handling big data and computing complex statistical models for our clients, Annalect Nordics have developed a new CRM insights platform to engage clients 1st party data and optimize internal CRM communication, corporate strategies and customized marketing communication. Our Machine learning platform is designed to support the strategy for increasing customer engagement, decreasing the customer churn, and improving the overall customer experience within a company. 

 

Annalect Netherlands: Up to 50% of Dutch young adults partially unreachable with digital ads due to Adblockers

 

Adblockers have been discussed often in the media in the Netherlands and abroad. However, local data on the use of adblockers was not available and media planners could not effectively take adblocker usage into account when planning campaigns.

 

Cross Media Measurement

 

Annalect Nordics: Effective activation of McDonald’s 1st party data

 

MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales

 

Dentsu: This is how Elgiganten changed retail – with the use of Dentsu’s Ecosystem Modelling

 

For decades, the retail industry has used physical leaflet advertising as one of the main drivers to push sales, and with great success. However, Elgiganten (Nordic market leading electronics and home appliances reseller) disrupted the retail industry by phasing out physical leflets during 2020. 

 

Data Effectiveness

 

Annalect Nordics: Annalect’s CRM platform is developed on top of McDonald’s sales systems, CRM platform and data from public databases to enrich prediction scores.

 

Digital Advertising and Marketing Industry Insights

 

PwC: ISBA / AOP / PwC Programmatic Supply Chain Transparency Study

 

Two years ago the UK advertiser body (ISBA) and premium publisher body (AOP) tasked PwC with solving this key business challenge: “What do my programmatic supply chains really look like?”   

 

Teads: The Effect of Creative Optimisations on Attention and Brand Metrics

 

Although the impact of creative quality on media effectiveness has been a well-researched topic, research has often focused on famous brands, standout campaigns and the best creativity that the advertising industry has to offer. But research on creative effectiveness has often lacked practical application for marketers looking to extract the most value from their assets and nowhere is this truer than with digital video.

 

MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales

 

Dentsu: This is how Elgiganten changed retail – with the use of Dentsu’s Ecosystem Modelling

 

Digital Advertising Formats

 

Verizon Media:  Fabric of Reality – Measuring the impact of VR

 

Verizon Media saw an opportunity to disrupt and reinvent fashion shows at a time of Covid-19 and sustainability pressures, showing how virtual reality (VR) could become a compelling companion. 

 

Verizon Media, in partnership with Kaleidoscope, Museum of Other Realities & the Fashion Innovation Agency launched the ‘Fabric of Reality’ (FoR) a first of its kind, VR fashion show to drive awareness of Verizon Media’s state-of-the-art production studio & the compelling next-gen experiences it can produce.

 

Teads: Creating engaging mobile advertising with or without sound 

 

Most marketers believe that audio is a critical element in making successful TV advertising. There is indeed evidence that supports this notion on a TV screen but how does this apply to mobile where video can be consumed on mute? 

 

Kantar: Media Reactions: where great ads thrive

 

Media Reactions is a new Kantar study, which introduces a global ad equity ranking for media channels and media brands.  It is designed to help both media and advertiser brands navigate a way through these choppy waters, by providing a longer-term perspective on what people expect from advertising environments, particularly content-led and social media.

 

Research Innovation

 

Verizon Media:  Fabric of Reality – Measuring the impact of VR

 

PwC: ISBA / AOP / PwC Programmatic Supply Chain Transparency Study

 

MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales

 

Digital Researcher of the Year

 

Anita Caras – Insights Director, EMEA – Verizon Media

 

Alexander Oude Elferink – EMEA Data Scientist – Annalect Netherlands

 

 

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