Only one Indian agency has won a bronze in Facebook Studio Awards 2014. The awards celebrate creative excellence and best work globally on Facebook. The bronze was bagged by the Mumbai-based digital agency, FoxyMoron, for its campaign 'Made by You' for Femina.
FoxyMoron had launched multiple engagement platforms across digital media where aspiring writers used Twitter, Facebook and Pinterest to share their editorial ideas. On Facebook, they got an update on the stories assigned to them and also got the overall editorial plan. Contributors also had an access to Femina's editorial team through Google Hangouts, and Skype for detailed conversations.
On winning the award, FoxyMoron says, "The Made by You issue was a powerful movement led by digital that gave every Indian woman a platform to express herself. It only seemed fitting to have the readers of Femina create an issue for India's oldest and largest women's English magazine that represents them. The success of this unique crowdsourced campaign is an example of the power of the digital medium and the importance of creating brand advocates of your consumers. We are thrilled with the success of this idea on the international stage."
This year's Blue Award, the top honour in the Studio Awards, went to Droga5 and Heineken USA for If We Made It, a Newcastle Brown Ale campaign created to compete with flashier Super Bowl ads. Beyond being terrifically funny and entertaining, If We Made It shows how big, creative ideas live and thrive on Facebook. Done right, they can take on the single biggest TV event in the world.
Besides, 2014 featured the most geographically diverse group of winners in the awards' three-year history. The top European award winner was Saatchi & Saatchi Norway, whose Try My Hybrid campaign for Toyota brilliantly leveraged people's passion for their vehicle and the trust factor of a platform with real identity, receiving a gold award in the process.
In France, DDB Paris took a silver award for its Léon Vivien campaign for the Musée de la Grande Guerre, which aimed to connect the country's young people to the First World War. According to Mark D'Arcy, chief creative officer, Facebook, "One of the under-reported stories of Facebook is the rise of the importance of copywriting. The Léon Viven campaign was just beautiful craft. It's got good visuals but it's a real writer's campaign."
This year also introduced a new category, Facebook for Good, highlighting not-for-profit campaigns. The first-ever Blue Award in the Facebook for Good category went to BBDO/AIM Proximity and Amnesty International for Trial By Timeline, which helped people in New Zealand better understand Amnesty International's global mission.
"We talk a lot about the revolution happening in technology, but this is paralleled by a creative renaissance of equal value. The Studio Awards don't simply celebrate the best work; they shine a spotlight on the brands and agencies who are accelerating this change, connecting to the people that really matter and driving growth in their business," states D'Arcy.