HP’s ‘The Wolf’ wins Best in Show at the Digiday Content Marketing Awards
HP won Best in Show at tonight’s Digiday Content Marketing Awards gala for its video series, “The Wolf,” which reveals what can happen if offices don’t secure their printers.
Less than 2 percent of business printers are secure from outside hacking, according to HP research. “The Wolf” is one part of a four-installment video series created in partnership with agency Giant Spoon that highlights what can go wrong if a printer isn’t secure. In a six-minute video starring “Mr. Robot” actor Christian Slater, a hacker named The Wolf upends a financial company before an important pitch by hacking its insecure printer. The solution is HP’s line of “the most secure” printers.
Other winners announced at the gala at Edison Ballroom in New York City:
- Arby’s CMO Rob Lynch, who was awarded Content Marketer of the Year, and Atlantic Re:think, which won Content Marketing Team of the Year. Lynch is credited with turning around the faltering fast-food chain’s bottom line by focusing on bold, attention-grabbing messaging to build a passionate group of fans. “Content — great content — has helped us fight above our weight in a very tough and competitive market,” said Lynch in a video he sent in his place.
- Atlantic Re:think boasts a diverse portfolio of brands, from Jaguar to Qualcomm to the 2016 film “Miss Sloane.” The content studio also contributes substantially to The Atlantic’s bottom line: Sponsored content drives over 60 percent of The Atlantic’s yearly revenue.
- Best Content Marketing Tech Platform went to Casper for its messenger bot, Insomnobot 3000. Insomniacs can text a number and chat with a bot “designed to keep you company as you fall asleep.”
- Reuters Solutions, the commercial advertising department of Reuters.com, and pain relief medication Excedrin won Most Effective/Measurable Campaign for the article “A History of Head Pain.” The piece of interactive content traces the history of the headache and its cures, from trepanation in 4,000 B.C. to the study of migraines in 2013.
See the full list of winners below.
Best Agency/Client Collaboration
Ally Bank & Grey New York – “Lucky Penny”
Best Brand/Influencer Collaboration
Casper – The Dogfluencer Dinner
Best Experiential Marketing Campaign
Edelman and UEG for Shire – the eyelove art project
Best New Product or Launch Campaign
Trolli & Periscope – #BeardlyAwesome for Weird Beards
Best Use of Native Advertising/Sponsored Content
Courageous Studio by CNN – Human by Design – Presented by Deus Ex: Mankind Divided
Best Brand Publication – Print and/or Digital
Audible – Audible Range
Best Branded Content Site – B2B
Politico FOCUS – Hacker Avenue for Leidos
Best Branded Content Site – B2C
Benjamin Moore & Meredith Xcelerated Marketing – BenjaminMoore.com
Best Branded Content Series
Giant Spoon for HP – “The Wolf”
Most Original Email Campaign
USA Network – “Mr. Robot”
Most Original Use of Facebook
Resolution Media, OMD – “Call of Duty: Infinite Warfare”
Most Original Use of Twitter
SapientRazorfish for Dove – “Dear Media”
Best Use of Instagram
Bustle for Coty – So Lashy! mascara
Best Use of Snapchat
Tjarnargatan ef – “Keep Focus 2”
Best Use of Video
USA Network – “Mr. Robot” Virtual Reality Experience
Best Use of Real-Time Streaming Video
Thrillist for Royal Caribbean – “Friendsgiving, Redefined”
Best User-Generated Content
Campbell Ewald for National Responsible Fatherhood Clearinghouse – “Make a Moment”
Most Influential Brand Community
Not Just Sports and One Tree Forest Films – #MoreThanMean
Most Innovative Use of Content
Expedia Media Solutions – Discover Your Aloha
Best In-House Content/Brand Studio
Refinery29
Most Effective/Measurable Campaign
Reuters for Excedrin – The Invisible Disease: The Price of Head Pain
Best Interactive Content Piece or Series
Edelman for Adobe Photoshop – “There’s Magic Inside”
Best Content Marketing Tech Platform
Casper – Insomnobot 3000
Best Content Marketing Agency
Moment Studio
Content Marketer of the Year
Rob Lynch, CMO, Arby’s
Content Marketing Team of the Year
Atlantic Re:think
Best in Show
Giant Spoon for HP – “The Wolf”
Thank you to the premier sponsor, Social Native, for a great night.
-
LiveIntent, UTA, Starface, TRUFF and Sharethrough are nominated for the 2023 Future Leader Awards
The Future Leader Awards, presented by Digiday, Glossy, Modern Retail and WorkLife, recognize the next generation of leaders making significant impacts in their respective industries. This year’s nominees demonstrated the importance of creating engaging content and experiences to meet the needs of both consumers and employees. For example, Victoria Bishara de Leon, director of content […]
-
PlayStation and MOCEAN, PinkNews, TheSoul Publishing and INNOCEAN USA are 2023 Digiday Video and TV Award winners
This year’s Digiday Video and TV Awards winners focus on diversity and inclusion, with a greater emphasis on representing marginalized groups and more accurate and respectful depictions of diverse communities in television and film. This group of winners has also increased the production of original content — especially long- and short-form video — to reach […]
-
Barkley, MiQ & iProspect, PinkNews, Chewy and NBC News Custom Productions are among this year’s Digiday Video and TV Awards shortlist nominees
The interest in short-form video content across social media platforms has grown exponentially, with most companies now maximizing engagement through multi-channel means. This year’s Digiday Video and TV Awards finalists focused on diversity and representation, with efforts to accurately and respectfully depict diverse communities in media. They also showed heavy investment in ad tech innovations, […]
-
SponsoredBrands are optimizing video production to drive user acquisition
Sponsored by QuickFrame by MNTN With brands increasingly investing in video ads on social media, marketers are enhancing their video production capabilities to unlock growth on Facebook and Instagram. Especially urgent in an uncertain economic climate, brands must minimize production costs while creating a high enough volume of social media videos to identify the creative […]
-
Aveda, Consumer Reports and Harry’s are winners of the 2022 Greater Good Awards
The honorees of this year’s Greater Good Awards, presented by Digiday, Glossy, Modern Retail and WorkLife, recognized the importance of uplifting their local and global communities, wielding resources and platforms to address issues from sustainability to well-being and equality. Many of this year’s entrants and subsequent winners collaborated with other businesses, innovators, thought leaders and […]
-
McDonald’s, Spotify, Redefine Meat and Nissan are Digiday Marketing and Advertising Awards Europe winners
The list of winners of the 2022 Digiday Marketing and Advertising Awards Europe highlights how companies are leaning on social media and data-based content strategies to drive brand engagement. Sustainability and other meaningful practices remain top priorities for consumers and companies, with many of this year’s entrants and subsequent winners striving to show their commitment […]
