Leo Burnett Chicago was the big winner of the fifth annual Digiday Awards on Thursday, bringing home three awards in all, including wins for its client Allstate and its “Social-Media Savvy Burglar” campaign. The agency also took home the Best In Show trophy.
The black-tie affair, held at Guastavino’s on Manhattan, saw the cream of the digital media and marketing worlds battle it out on behalf of clients such as Calvin Klein, Gap and Virgin America, sending the clear message that, in most cases, agencies are still the creative partner of choice for brands. The winners of Industry Choice, a new category in this year’s awards, were also announced.
The turnout was impressive, but not everyone could be present to accept their award. “Sorry Justin Bieber couldn’t accept in person. Maybe next year,” joked host Charlie Todd as he presented the award for Best Direct Response Campaign.
The first win of the night was for Best Brand Platform, which went to Brooklyn-based design shop Work & Co for its redesign of the Virgin America website.
MRM McCann Worldwide won Best Branding B2B Campaign for its “Engineering a Better Tomorrow” campaign for aeronautics company Lockheed Martin.
Leo Burnett Chicago won Best Branding Consumer Campaign for “Social Media-Savvy Burglar” for Allstate. The campaign aims to show how modern burglars use social media updates to target vulnerable households. It stars the character Mayhem, who over the course of a day sells a couple’s possessions while they overshare about their location on social media.
The seats at Leo Burnett’s table were barely warm before they took the stage again moments later to accept the award for Best Creative for Allstate and “Social Media-Savvy Burglar.”
Media buying agency Vizeum won Best Direct Response Campaign for the Calvin Klein campaign “#mycalvins,” starring pop sensation Justin Bieber, model Lara Stone, and some family jewels-boosting underpants.
Attention turned once again to Chicago, where there must be something in the water, because Havas WorldWide Chicago won Best Product Launch for Hefty’s Red Party Cups.
The award for Best Publishing Platform went to old school player CNN Digital.
Best Social Good Campaign went to MRY’s “It Can Wait” for AT&T. The mobile and social campaign let AT&T users take a pledge to “keep [their] eyes on the road” to avert accidents and deaths caused by texting while driving.
Horizon Media won Best Use of Mobile with the help of adtech partner MediaBrix for the promotion of season two of “Skin Wars”, a reality show where body painters from across the United States compete for cash prizes, fame and of course, paint.
Los Angeles-based social, digital and experiential agency A2G won Best Use of Social for the Dress Normal Project campaign for Gap. Using Instagrammers from Atlanta, Seattle, Chicago, Brooklyn, and Los Angeles, A2G created a social influencer campaign to promote Gap’s autumn 2014 line.
The second to last award of the evening was for Best in Show. Chosen by Digiday’s editorial team, the award went to Leo Burnett for Allstate’s “Social Media-Savvy Burglar.”
The final winners of the evening were Industry Choice honorees. A new addition to this year’s Digiday Awards, Industry Choice awards the most innovative brand, agency, publisher and person in the media and marketing industry, chosen through an open nomination form. Most Innovative Agency went to R/GA; Most Innovative Brand was Under Armour; Most Innovative Publisher went to The Washington Post; and Most Innovative Person was Henry Blodget, CEO, Business Insider.