Razor delivery company Dollar Shave Club won Best in Show at the 2017 Digiday Video Awards. Its “Dull Life” video series, featuring mind-numbing boring scenarios — an office drone counting jelly beans, an octogenarian hitting the gym, slowly — was created by its agency Decoded Advertising.
Dollar Shave Club is no stranger to the power of a well-executed video ad. Four years ago in 2012, the startup burst onto the e-commerce scene with “Our Blades Are F**king Great,” a video featuring the company founder Michael Dubin that went viral, inspired countless imitators and currently has over 23 million YouTube views.
“We’ve never been prouder to do work that is so dull,” said Haley Ray, associate creative director at Decoded Advertising.
Other winners of the night included Reach Agency, the Santa Monica-based shop that won Best Video Advertising Agency or Partner. The 10-person agency creates social-first video for brands like DiGiorno and Toll House Cookies.
Best Video Ad Tech Innovation went to MODI Media and Innovid for an interactive video ad created for Volvo, “Luxury Within Reach.” Created especially with the connected TV ecosystem in mind, the ad takes viewers through the new Volvo XC90 and lets them sign up to receive more information via text message — with the hope of driving people into dealerships.
Check out the full list of winners below. To find out more about how to enter Digiday’s U.S. and European awards programs, click here.
Best Branded Video – Series
Decoded Advertising – “The Dull Life” for Dollar Shave Club
Best Branded Video – Single
Woven Digital – “UNCHARTED” for Honda
Best Multi-Platform Video Campaign
Branded Entertainment Group – Tom Clancy’s “The Division: Agent Origins” for Ubisoft
Best Live Moment
Media Assembly, 72andSunny and Truth Initiative – #CATmageddon
Best Brand Video Destination/Channel
Arena Media with Billboard – “Back to the Block” for 1800 Tequila
Best Video Ad
Fullscreen – “It Can Wait” for AT&T
Best Video Distribution Platform
Woobi
Best Video Ad Tech Innovation
Innovid, MODI Media and Mindshare – “Luxury Within Reach” for Volvo
Best Advertiser in Video
McCann New York – “TV Doctors of America” for Cigna
Best Video Publisher Partner for Brands
Upworthy
Best Video Advertising Agency or Partner
Reach Agency
Best Social Video Campaign
Campfire at SapientNitro – Stand with Malala for the National Geographic documentary “He Named Me Malala”
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