If you had any doubt that advertising has become an arms race of creative innovation, you need look no further than the top winners in this year’s Clio Awards.
The roster of honorees taking home the show’s top honor, the Grand Clio, highlights many of the brands and ideas that have challenged the concept of advertising as a field anchored in the 30-second TV spot. Content innovation, invention and bold stunts dominated Wednesday night’s awards show in New York City.
While no one campaign swept a wide array of categories (unlike last year, when McCann’s Fearless Girl for State Street Global Advisers took home five Grand Clios, Agency of the Year and Advertiser of the Year), Australian agency Host/Havas led with two Grand Clios for its ambitious Palau Pledge environmental initiative.
Some of the winning campaigns might be new to U.S. audiences, but several generated considerable buzz when they debuted, including Wendy’s “webeefin?” mixtape of diss tracks (part of a recent trend in branded hip-hop), Ikea’s print ad that doubles as a pregnancy test and Apple’s Spike Jonze-directed masterpiece, Welcome Home.