A panel of 24 judges that included ad agency creatives, entrepreneurs, producers, filmmakers and journalists* selected ten overall winners and 14 honorable mentions. Overall, the winning entries tended to carry a broader social message or represent a beyond-spot approach or format.
The winners include:
Chrysler Born of Fire from Wieden + Kennedy Portland; The Topsy Foundation Selinah from Ogilvy Johannesburg; Target Kaleidoscopic Fashion Spectacular from Mother and Legs Media New York; The Nike FoundationGirl Effect: The Clock is Ticking from Wieden + Kennedy Portland; Intel The Chase from Venables Bell & Partners; Nokia The World's Smallest Stop-Motion Character Animation from Wieden + Kennedy London; Dulux's Dulux Walls from Euro RSCG London; the Savory Institute Changing Our Future from Foresight Media; Hornbach Infinite House from Heimat Berlin and @radical.media, and Batelco Infinity from FP7/BAH.
Honorable mentions went to: Volkswagen The Force from Deutsch L.A.; Arcade Fire/ Google The Wilderness Downtown from @radical.media, Chris Milk and Aaron Koblin; The Pepsi Refresh Project fromTBWAChiatDay L.A.; The Soundtrack Project: Movement Four: The Fatted Calf by The Greater Memphis Chamber; Amnesty International Tyrannybook from Leo Burnett Lisbon; John Street's Pink Ponies; A Better Way for TomoTherapy from David Nevala Photography and Pauli Design; It Gets Better: Google Employees from the It Gets Better campaign; Honda Living With Robots from RPA; sOccket from takepart.org/Members Project, American Express; Sapporo Legendary Biru from Dentsu Canada; DB Breweries' Beer - The Untold Story from Colenso BBDO; Microsoft Windows Phone 7 from Crispin Porter + Bogusky and A COMMON Story, a video for Alex Bogusky's COMMON/FearLess Revolution directed by m ss ng p eces.
TED sought entries in four categories: Social Good, Infectiously Compelling, or viral, Industry impact, an innovation category, and Talk, a format that mirrors TED's Ted Talks in that it features a single individual talking about an issue or idea. 1,000 entries were submitted, a third of which came from outside the U.S.
While the winners included high profile campaigns, there were also entries that fit the 'talk' format and felt more TED-inspired, like the Savory Institute film, which features the organization's founder, Allan Savory, discussing the issue of desertification and solutions for reversing it.
TED curator Chris Anderson says that the Ads Worth Spreading initiative seeks to recognize ideas that transcend 'ambush advertising' and the traditional ad format, and he emphasized the opportunity for longer-form, engaging brand storytelling.
The new initiative was in part a recognition that "if you're serious about a better future, you have to engage corporations," says Anderson. "We're looking for a different, more authentic kind of conversation with corporations."
Ads Worth Spreading winners were announced from the stage at TED on Thursday. Winning work was shown throughout the event and will appear on TED.com during the week of March 21-27 as well as on a dedicated page on the site for the year. Winners will also be showcased on a homepage spotlight and a custom channel on YouTube. TED and YouTube are planning to celebrate winners at an event at the Art Directors Club in New York in late March.
*including Creativity's editor.
Watch the winning work: