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KEY DATES

First Round of Submissions
Nov. 11, 2013 (save $200)
$495 (single)/$445 (multiple)

Second Round of Submissions
Dec. 11, 2013 (save $100)
$595 (single)/$555 (multiple)

Third and Final Round of Submissions
Feb. 1, 2014
$695 (single)/$665 (multiple)
 

2013 David Ogilvy Awards

“Every advertisement must contribute to the complex symbol which is the brand image.”

– David Ogilvy


2013 ARF David Ogilvy Awards Winners

ARF congratulates the 2013 finalists of the David Ogilvy Awards sponsored by Microsoft Advertising, Ipsos, Ogilvy & Mather and Avión.

 

GRAND OGILVY WINNER

SPORTS, ENTERTAINMENT & MEDIA:

“P&G London 2012 Olympic Games ‘Thank You Mom’” Procter & Gamble

RESEARCH: Ipsos ASI, Nielsen

AGENCY: Wieden + Kennedy

MEDIA: Carat, Starcom MediaVest Group

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The campaign was designed as a way to unite P&G and its brands as the Company activated behind its global Olympic sponsorship. P&G was launching its first ever global scale program behind the sponsorship – the biggest initiative in Company history. The campaign was designed to provide a heart-warming umbrella that would connect P&G, the individual brands in our Portfolio, and the Olympics movement together in the minds of consumers. The idea was to create a campaign that would resonate with the Company's core consumers on a highly emotional level by bringing a universal insight to life that was linked to P&G and Olympic values. The “Thank You Mom” campaign was created to speak to moms and anyone with a mom. It honored the role mothers play helping their kids to reach their full potential and showing how moms do the hardest job in the world, but also the best job. ‘The Corporate equity ‘Thank You Mom’ ads illustrating the role and viewpoint of moms brought this idea to life in a way that moved billions of people all over the world. The campaign did this in context of the Olympic games and a broader activation which included 32 brands in over 50 countries.

 

RESEARCH ACHIEVEMENT

PACKAGED GOODS

Slim Jim Man MedicineSlim Jim, ConAgra Foods

RESEARCH: C&R Research, Think Conservatory, Communicus, IRI, The NPD Group

AGENCY/MEDIA: Venables, Bell & Partners

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Slim Jim's big campaign (Man Medicine) idea introduced the world to the Slim Jim Center for Spice Loss, a medical-type organization whose trained professionals treated guys suffering from the ill effects of unmanly behavior. The Campaign can best be described through a medical solution lens: Disorder = Male Spice Loss. Cause = The new-found pressures of adult responsibility. Symptoms = Plummeting gaming aptitude and diminished zombie survival skills. Cure = Slim Jim products. Depending on the symptoms, patients were prescribed a number of Slim Jim products to restore manliness. It was an idea designed to both attract an older audience and still deliver the irreverent humor that teenage guys expect from Slim Jim.

 

RESEARCH INNOVATION

FASHION & HOUSEHOLD ITEMS

Stronger Stand Against WasteGlad, The Clorox Company

RESEARCH: Kelton Research, Hall & Partners Research, Sands Research

AGENCY: DDB San Francisco, Clorox Digital Labs, Current, Effect Partners, Evolution Bureau

MEDIA: OMD

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How do you drive brand engagement in a category that consumers don’t want to think about? The insight that consumers don’t think much about their trash bag, but certainly think about what goes into it and its impact on the environment, paved the way for Glad’s “Stronger Stand Against Waste” campaign. The campaign showcases Glad’s new stronger bag, remarkably made with less plastic, by visually bringing to life the collective magnitude of impact that just one person with the help of just one bag can make on the environment.

 

CONSUMER ELECTRONICS

GOLD: “Windows 8 Advertising Campaign” Windows 8

RESEARCH: PSB, GfK, IAG Nielsen, Bluefin Labs

AGENCY: R/GA, Crispin Porter & Bogusky, JWT

MEDIA: Starcom MediaVest Group

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SILVER: “HALO 4: An Ancient Evil Awakens” XBOX

RESEARCH: Alternate Routes

AGENCY: twofifteenmccann, AKQA, Elelman, Roundhouse

MEDIA: Starcom MediaVest Group

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DIGITAL & MEDIA

GOLD: Bellator MMA Live Launch” Spike TV

RESEARCH: Spike TV, Three Group

AGENCY: Fallon

MEDIA: Horizon Media

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SILVER: “Sonic ‘Firsts’” Chevrolet Sonic

RESEARCH: Hall & Partners, Nielsen, GM Research, Goodby Silverstein & Partners Research

AGENCY: Goodby Silverstein & Partners

MEDIA: Carat

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FASHION & HOUSEHOLD PRODUCTS

GOLD:Stronger Stand Against WasteGlad

RESEARCH: Kelton Research, Hall & Partners Research, Sands Research

AGENCY: DDB San Francisco, Clorox Digital Labs, Current, Effect Partners, Evolution Bureau

MEDIA: OMD

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SILVER: “Bleachable Moments” Clorox Bleach

RESEARCH: The Clorox Company (Global Brand Insights), Blue Research Company, Lieberman Research Worldwide, J.D. Power and Associates, Ipsos ASI

AGENCY: DDB San Francisco, Critical Mass

MEDIA: OMD

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GOVERNMENT, NONPROFIT AND PUBLIC SERVICE

GOLD:Obama for AmericaPresident Barack Obama

RESEARCH: Benenson Strategy Group, David Binder Research, Harstad Strategic Research, Anzalone Liszt, The Feldman Group

AGENCY: Obama for America Media Team: GMMB, AKPD Message & Media

MEDIA: Obama for America Media Team: GMMB, AKPD Message & Media

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SILVER:Caregiver AssistanceAd Council and AARP

RESEARCH: BrainJuicer, Communispace, Decision Analyst, Lightspeed Research and W5

AGENCY: Butler, Shine, Stern & Partners

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HEALTH & PERSONAL CARE

GOLD:Good Health Starts HereDelta Dental of Missouri

RESEARCH: Brand Keys

AGENCY: Advertising Savants

MEDIA: Advertising Savants

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SILVER:Polident Reverse DeclinePolident and Super Poligrip

RESEARCH: GMI

AGENCY: Grey Advertising

MEDIA: PHD

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INTERNATIONAL

GOLD:1000 MumsKmart (Australia)

RESEARCH: Forethought Research

AGENCY: BWM

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SILVER:MiO Squirt SomeMiO Liquid Water Enhancer, Kraft Foods

RESEARCH: Nielsen; Ipsos ASI; ACCE; dunnhumby

AGENCY: Taxi 2

MEDIA: Starcom MediaVest Group; Edelman, Mosaic

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MULTICULTURAL

GOLD:PowerAde Believe” PowerAde, The Coca-Cola Company

RESEARCH: Millward Brown

AGENCY: Madre

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SILVER: “Food Freedom” PAM Cooking Spray, ConAgra Foods

RESEARCH: Market Data Corporation, Ace Metrix, Inteligencia Research, I N A Research, Ipsos ASI, Communicus

AGENCY: DDB, d exposito & Partners

MEDIA: MediaCom, Spark

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PACKAGED GOODS

GOLD:Slim Jim Man MedicineSlim Jim, ConAgra Foods

RESEARCH: C&R Research, Think Conservatory, Communicus, IRI, The NPD Group

AGENCY: Venables, Bell & Partners

MEDIA: Venables, Bell & Partners

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SILVER:PerfectReese's, The Hershey’s Company

RESEARCH: Millward Brown

AGENCY: Arnold

MEDIA: OMD

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PHARMACEUTICAL

GOLD: “Project ‘Money Ball’” STELARA

RESEARCH: Draft FCB

AGENCY: Draft FCB

MEDIA: J3

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SILVER: “Sue’s World” DULERA®, Merck

RESEARCH: Nowwhat, MSW, Marketing Evolution

AGENCY: DDB, McCann Erickson

MEDIA: Draft FCB

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RESTAURANTS & OTHER EATERIES

GOLD: “Sea Food Differently” Red Lobster

RESEARCH: InsightStorm; Millward Brown; M/A/R/C; HRCP; GfK

AGENCY: Grey

MEDIA: Starcom MediaVest Group

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SILVER: “Live Más” Taco Bell

RESEARCH: Draft FCB

AGENCY: Draft FCB

MEDIA: Draft FCB

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RETAIL & E-TAIL

GOLD: “Take Vacation Back” Orbitz

RESEARCH: Millward Brown, Invoke, The Insight Scout, GfK, The Research House, Insight Express

AGENCY: BBDO

MEDIA: Optimedia, Spark

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SILVER: “eHarmony 2012 Campaign” eHarmony

RESEARCH: eHarmony

MEDIA: OMD

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SPORTS+ENTERTAINMENT+MEDIA

GOLD: “P&G London 2012 Olympic Games ‘Thank You Mom’” Procter & Gamble

RESEARCH: Ipsos ASI, Nielsen

AGENCY: Wieden + Kennedy

MEDIA: Carat, Starcom MediaVest Group

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SILVER: “2011 Global Budget Allocation” Monster.com

RESEARCH: Monster.com

MEDIA: OMD

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Overview

2013 David Ogilvy Awards

March 19, 2013
Marriott Marquis, NYC

Social Links: 
FacebookLinkedIn 
and Twitter (#ogilvyawards)


Download the Entry Kit


Download the Participation Agreement

For more information about the David Ogilvy Awards, please contact:
Zena M. Pagán
646.465.5721
OgilvyAwards@thearf.org

 
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