TED / Ads Worth Spreading Winners
TED has announced the winners of its Ads Worth Spreading initiative at its event in Long Beach, California
The ten winners display impressive longer-form idea-based storytelling. TED's Ads Worth Spreading recognises ingenuity and intelligence in advertising, inspiring people to watch, learn and share. The winners included Microsoft's celebration of the wider uses of the Kinect in the Kinect Effect (twofifteenmccann, San Francisco), Chipotle's animation showcasing its Cultivate Foundation whilst promoting the restaurant chain. Willie Nelson's cover of Coldplay's The Scientist that backed the spot was sold on iTunes with proceeds going to the foundation.
Other winners included NTT DoCoMo's beautifully crafted Xylophone (via Drill Inc and Dentsu Inc, Tokyo), Canal+'s heartwarming The Bear (from BETC Euro RSCG Paris) and the powerful Return of Dictator Ben Ali, from Memac Ogilvy Tunisia for Engagement Citoyen, to encourage a higher turnout in Tunisia's elections.
The 2011/12 Ads Worth Spreading are:
Canal+: The Bear (BETC Euro RSCG Paris)
Chipotle: Back to the Start (Creative Artists Agency Los Angeles)
Engagement Citoyen: The Return of Dictator Ben Ali (Memac Ogilvy Tunisia)
L'Oreal Paris: Aimee Mullins (R/GA New York)
Mazda: Defy Convention (Agency: Team Cosmos/JWT Germany/Team Mazda Europe)
Microsoft: Kinect Effect (twofifteenmccann San Francisco)
NTT Docomo: Xylophone (Drill Inc., Dentsu Inc. Tokyo)
Prudential Day One: Linda (Droga5 New York)
Rethink Breast Cancer: Your Man Reminder (john st. Toronto)
Sharpie: Start with Sharpie (Draftfcb Chicago)
The winners were selected by a team of industry experts including TED curator, Chris Anderson. Anderson commented: 'We sought out ads that were driven by ideas. At TED, we've seen the power of imagination and innovation. We want to reward companies that have invested in longer-form, beautifully crafted campaigns that value human attention and intelligence, and take the time to tell a thought-provoking story.'