Sarah Jessica Parker might have taken home an honorary title for her creative work at the first ever Clio Image Awards this evening, but it was a night for digital campaigns from across the fashion and beauty industries to be recognised otherwise.
Grand prizes in categories including mobile, experiential, out of home and video each went to initiatives that could be deemed digital in some way or another, nicely nodding to the integrated efforts being seen in the market of late.
Burberry unsurprisingly won the prestige title in digital/mobile for its Burberry Kisses campaign with Google last summer, while Uniqlo took the mass award in the same category for its Uniqlo Storms Pinterest initiative. That latter one achieved a massive 55 million impressions in five days with a media spend of $0.
Meanwhile, the Marc Jacobs Daisy Tweetshop, which saw fans able to use social currency to win big prizes during New York Fashion Week, was the winner in the engagement and experiential division. (There’s a great campaign wrap video on this hosted on the Clio website well worth the watch).
Even the out of home award in the mass category, which went to Gap for its Holiday 2013 campaign called Make Love, saw a digital component this year. The ads were straightforward portrayals of different types of love; depicting diversity and focusing on a message of acceptance throughout. It was the retailer’s reaction to racist graffiti being drawn on one of the ads starring Indian Sikh-American actor and fashion designer Waris Ahluwahlia in a New York subway station however that truly hit the headlines – Gap not only made the effort to find out where said image was actually located, but made that same shot its Twitter background picture. The Clio Image Awards referred to this as a “rare moment where a campaign truly comes to life”.
Film meanwhile, was a particularly easy one, with the grand prize going to Wren for its uber viral First Kiss campaign. This three-and-a-half-minute video documenting 20 strangers making-out for the first time only launched in early March 2014, but has swiftly become the most-viewed fashion film of all-time with a huge 81 million views.
There were also honours for the likes of T by Alexander Wang’s guerrilla marketing move with its free-for-all sample sale, Diesel’s Reboot campaign, the Inside Chanel video series, and more. Further awards went to Inez & Vinoodh for their achievements in fashion photography, as well as in additional categories such as store design, packaging, partnerships and print ads.
Image via WWD