Great storytelling is no longer the sole reserve of David Lean or Shonda Rhimes. Yes, advertisers, whose more traditional forms of marketing interrupt our favorite content, have expanded their horizons far beyond the much-maligned 30-second TV spot, creating branded content of grander proportions that are increasingly data-informed. Adweek’s inaugural Arc Awards, produced in partnership with FPT Media, honors the best work out there, across nearly two dozen categories. On Jan. 21, we will celebrate all our winners in concert with the BrandStorytelling@Sundance event in Deer Valley, Utah (sponsored by Screenvision Media), held during the Sundance Film Festival. There, we will also announce the winner of our Grand Arc Award. Suffice it to say, we have high expectations that the industry will continue to raise the creative bar on branded storytelling with each passing year. We will be there, along with our Arc Awards jury, to celebrate it.
Also, make sure to take a look at four in-depth profiles of these Arc Award winners:
• Winner of Best Nonfiction Series (Digital): CNN Courageous' "Fight for Better" work on behalf of Modelo, by Kristina Monllos;
• Winner of Best Use of Short-Form Fiction (Film): BBDO New York's "Judo Kid" effort for client American Family Insurance, by Sami Main;
• Winner of Best Sponsored Content: Forsman & Bodenfors' "Look Who's Driving" stunt for Volvo Trucks, by Christine Birkner;
• And Winner of Best Charity/Pro Bono/Pro-Social Effort: The Martin Agency's "World's Biggest Asshole" PSA for Donate Life, by Tony Case.