Colenso BBDO’s shortlisted work for its Burger King NZ campaign, Motel Burger King, was the only NZ entry to take home a prize from the 4th annual global Facebook & Instagram Awards, held yesterday in California.
The winners were chosen from over 2700 submissions from 160 countries, offering a snapshot of the state of creativity and innovation across the industry.
This year, the Blue Award — the top honour in Facebook Awards — went to Leo Burnett and Procter & Gamble for their inspiring Always’ Like a Girl campaign. The Blue For Good Award — recognising excellence in campaigns created for charitable/non-profit organisations — went to the ALS Ice Bucket Challenge, a campaign which reset the bar, reaching more people than any event in Facebook history other the 2014 World Cup and raising more than US$220 million.
Since last year’s Facebook Awards, Facebook and Instagram have grown significantly and given the explosion of mobile and video consumption, brands are building richer and more immersive stories for their audiences on these platforms.
Here is a snapshot of key trends for this year’s Facebook Awards, reflecting the broader industry:
- More creative work across more geographies and more industries
- Mobility has given more brands the ability to tell stories across all parts of the world (including Brazil, Lebanon, Austria, India)
- Submissions were more global than they’ve ever been. Submissions were received from 160+ countries, twice as many countries submitted to the Awards in years past
- 49% increase in the # of total submissions
- Facebook has become a key platform for brand building
- Brands are increasingly sharing stories on Facebook, where they can reach people where they spend the most time: on mobile
- Video has emerged as a dominant medium
- 70% of submissions were video based
- Instagram emerged as a central hub of strong brand creative
- 35% more submissions for Instagram this year
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