Facebook said in its blog post:
Love was the most popular submission category. An impressive 49 percent of all entries were tagged with the Love emotion.
Messenger bots made waves. This was especially true for entries from Europe, the Middle East, Latin America and North America—many of their top-scoring entries incorporated Messenger bots into their campaigns.
Small businesses had a strong turnout. The number of short-listed campaigns by small businesses increased among North America entries. Six of the 23 finalists were small businesses and two were nonprofits.
The Wow category broke new ground. Entries in the Wow category showcased creativity and boundary-pushing on Facebook and Instagram. Many of the entries experimented with real-time communication and engagement.
Descriptions of the new categories Facebook incorporated this year follow, along with the winners:
This is the work that moved us to act—the work that woke us up and made us do something. It inspired action, a change in behavior and had a measurable impact on sales or related metrics.
- “Anonymous Friend,” by J. Walter Thompson for Alcoholics Anonymous
- “Careculator,” by R/GA for jet.com
- “Hungerithm,” by Clemenger BBDO for Snickers
- “MashiMachine,” by Leo Burnett Mexico for 4pelagatos
- “The Adventures of Little Brush Big Brush,” by R/GA London for Unilever-Signal
- “Your Name Saves,” by Leo Burnett for Donate Life America
This is the work that made us cry—the work that got us all emotional, inspired compassion and helped us see things differently. It made us think and connected with audiences through storytelling.
- “IWelcome-Live,” by DDB&tribal for Amnesty International
- “Evan,” by BBDO New York for Sandy Hook Promise
- “The DNA Journey,” by momondo A/S
This is the work that made us fall in love with a brand—the work that spoke to us where it counts. It won our hearts and improved brand sentiment and perception.
- “All That We Share,” by TV 2 Danmark A/S
- “Playstation Search for Greatness,” by BBH New York for Sony
- “Pocket Patrol,” by Leo Burnett for Samsung Australia
- “We Are Here,” by Airbnb
This is the work that made us laugh—the work that captured our attention, got us to crack a smile and caused serious LOLs. It made us feel good and took humor to another level.
- “Facebook Not Live,” by Barton F. Graf for Tomcat Rodent Control
- “Litbaits,” by Dieste for The Wild Detectives
- “Little Caesars Facebook Surprises,” by Barton F. Graf for Little Caesars
- “Shoes: Impossible,” by TBWA Korea for ABC-Mart Korea
- “Spanish Lessons,” by Alma DDB for Netflix
This is the work that wowed us—the work that showed us something we’d never seen before. It made our jaws drop and forged new paths for a brand’s presence on Facebook’s platforms.