TED Announces 2011's Ads Worth Spreading

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Longform storytelling was on center stage at the second installment of TED's "Ads Worth Spreading," initiative, with winning work from Microsoft, Chipotle, L'Oreal and Canal+, among others.

Ads Worth Spreading 2011, which opened submissions last fall, recognizes creative work that inspires people to watch, share and learn. This year, judges included industry experts, TED speakers and other adland advocates. They were charged with looking for work that broke the mold of traditional advertising through more involved storytelling.

2011's top campaigns were announced at TED's 2012 conference in Long Beach, Calif. They included "The Bear," BETC's hilarious, charming spot for French movie channel Canal+, (also among our top work in 2011), directed by Soixante Quinze's Mathijs Van Heijningen, as well as CAA Marketing's branded music video for Chipotle, "Back to the Start," directed by Johnny Kelly of Nexus and featuring Willie Nelson's cover of Coldplay's "The Scientist" and a message about sustainable farming.

Other honorees included Memac Ogilvy Label's outdoor stunt in Tunisia that hung a banner of ousted President Ben Ali in Tunis, which was then removed to reveal a message about what could happen if Tunisians did not vote. Also among the winners was Prudential's "Day One" out of Creativity's Agency of the Year Droga5 and directed by Epoch's Everynone. It documented retirees' first day out of the work force, bringing unexpected emotional vulnerability into a sleepy boring category. DraftFCB Chicago's "Boey" spot for Sharpie, featuring the eponymous talent who creates art on coffee cups using the marker, was another honoree.

Other winners were L'Oreal Paris' Aimee Mullins campaign out of R/GA New York, Mazda's Defy Convention work out of Team Cosmos, JWT Germany and Team Mazda Europe and Microsoft's "Kinect Effect" through twofifteenmccann. NTT Docomo's "Xylophone" which was also among Creativity's favorite campaigns of 2011, and Rethink Breast Cancer's "Your Man Reminder" from John St. Toronto, were also on the list.

Wieden + Kennedy's Kenzo Digital, m ss ng p eces CEO Ari Kuschnir and Stink Digital founder Mark Pytilik were among the industry experts chosen to nominate work for the initiative. Other nominations came via YouTube from agencies and marketers. Winners were curated by an internal TED team led by Chris Anderson. Check out all the winners on TED's Web site.

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