The American Association of Advertising Agencies (or 4A’s as the kids are abbrev-ing these days) have announced the shortlist for the 2011 Jay Chiat Awards for Strategic Excellence.
Billed as the “first global advertising awards to recognize brilliant strategic thinking,” the shortlist is comprised of 10 categories and 68 entries selected from 45 agencies around the world who submitted work. Leading the shortlist is R/GA with 6 entries recognized across 5 categories. Two agencies absent from the shortlist are W+K (who are known not to submit work to every awards show that pops up) and, for what we assume is a conflict of interest, TBWA\Chiat\Day.
Finalists will receive their awards at 4A’s Jay Chiat Strategy Festival in NYC on October 13. See the full shortlist after the jump and check out who exactly participated in first-round judging here.
Brand Experience
· CP+B — American Express: “Small Business Saturday”
· Droga5 — Microsoft Bing: “Decode Jay-Z with Bing”
· Goodby Silverstein and Partners — Adobe: “Museum of Digital Media”
· JWT Melbourne — Melbourne Writers Festival: “Democratizing Literature”
· The Martin Agency — Walmart: “The Smack Talk Launch of Call of Duty: Modern Warfare 2”
· McKinney — Qwest: “Starting a Conversation without Uttering a Word”
· MRM Worldwide — U.S. Army: “At the Ready”
· R/GA — Nike: “The Film Room”
Campaign for a New Brand
· CP+B — Bolthouse Farms: “Baby Carrots | Eat ‘Em Like Junk Food”
· Fallon — The Cosmopolitan of Las Vegas: “Just the Right Amount of Wrong”
· Gotham — Chobani: “A Love Story about Yogurt”
· LBi — SeamlessWeb.com: “Hijacking an Icon of Food Delivery in New York City”
· Lowe Asia-Pacific — Nestlé Vietnam: “Cafe Viet | Are You Man Enough?”
· McGarryBowen — Verizon Wireless: “Power Trumps Pretty”
Communications/Media Strategy
· BBDO India — P&G/Gillette Mach3: “W.A.L.S. | Women Against Lazy Stubble”
· CAMPBELL MITHUN — Chipotle: “Don’t Give This Campaign an Award (A Subversive Approach to Marketing a Subversive Brand”
· Droga5 — Microsoft Bing: “Decode Jay-Z with Bing”
· Goodby Silverstein and Partners — Adobe: “Adobe Creative Suite 5 Launch Campaign”
· OMD — Pepsi: The Pepsi Refresh Project
· Optimedia — Citi Bank: “Citi Project Talk”
· VI Marketing and Branding — Oklahoma State Department of Health (OSDH): “5320”
· Y&R Brasil — Santa Casa Blood Center: “Upgrading an Ancient Model”
Creative Technologies
· COLLINS — New York Public Library
· Goodby — Silverstein and Partners DaliMuseum “Helping People See the World Through the Eyes of Dali”
· JWT — Bloomberg “The Art of Looking Sideways”
· McKinney — Qwest: “Solving Problems by Creating Some”
· R/GA — Converse “The Sampler”
· R/GA — Nike “BOOM”
· Razorfish NY — Unilever: Lynx “Lynx Stream”
Existing Brand
· BBDO India — P&G/Gillette Mach3: “W.A.L.S. | Women Against Lazy Stubble”
· BBH —Unilever: “Axe | Clean Your Balls”
· Droga5 — Microsoft Bing: “Decode Jay-Z with Bing”
· Droga5 — Puma: “For the Joy of Sport”
· Grupo Gallegos — California Milk Processor Board: “Selling Health and Beauty by the Gallon”
· Leo Burnett, USA — Allstate: “Mayhem is Everywhere”
· Leo Burnett, USA — Sealy Posturepedic: “Supporting All the Living that Happens in Bed”
· Lowe Asia-Pacific — Unilever Vietnam: “Vim – Power of 1”
· Publicis — Pepto-Bismol: “The Little Pink Bottle that Everybody Thought They Knew”
· Venables Bell & Partners — Audi: “Shock the Sheep”
For Good
· Arnold Worldwide — American Legacy Foundation (Truth): “Do You Have What It Takes to be a Tobacco Exec?”
· COLLINS — New York Public Library
· Lowe & Partners — Colombian Ministry of Defense Program of Humanitarian Attention to the Demobilised (PAHD) “FARC | Operation Christmas”
· The Martin Agency — The American Cancer Society: “How Can an Ageing Charity Compete with Sexy, Young Causes?”
· McKinney — Urban Ministries of Durham” “Spent”
· Pyper Paul + Kenney — ASPCA: “Help Joey”
Idea for New Product/Content
· AgênciaClick Isobar — Fiat “Fiat Mio”
· Gotham — Denny’s: “A Whole New way to Launch LTOs”
· Lew’Lara\TBWA — IG: “Complicou”
· R/GA — InnovativeThunder “Pay With A Tweet”
· Redscout — Gatorade: “G-Series Product Launch”
· Twofifteen — McCann Microsoft (Xbox): “Bright Falls: The Prequel to Alan Wake”
Innovative Design
· CP+B — Bolthouse Farms: “Baby Carrots | Eat ‘Em Like Junk Food”
· R/GA — Nike: “Nike+ GPS”
Research Innovation
· BrainJuicer — “Let’s Get Emotional About Advertising”
· co.r inovação — CO.R Youth Project: The Follow the Rabbit Methodology”
· The Marketing Arm — “Fans, Brands and Properties | Finding the Perfect Match”
· Starcom USA — “EQ”