2024 Digiday Awards Winners Include Digitas, Critical Mass and Twitch
This year’s winners showcase the most innovative trends in brand engagement, from creating interactive experiences that draw consumers into the narrative to leveraging cross-platform strategies that expand reach and impact. Data-driven personalization allows brands to connect with specific audiences, while emotional storytelling fosters deep bonds with consumers. The campaigns also stood out for their global cultural relevance, demonstrating how to resonate meaningfully with diverse audiences. These themes highlight the evolving ways brands are building authentic connections in the dynamic marketing landscape.
Digitas secured the award for Best Creative for its campaign with Invisalign. The pair tapped into teen culture with a playful yet impactful approach, using spoof movie trailers to highlight the drama-free benefits of Invisalign aligners over traditional braces. Building on the #InvisIsDramaFree platform, the trailers showcased relatable teen moments, emphasizing how Invisalign allows them to avoid cringe-worthy situations. The campaign achieved over 150 million teen impressions and drove a record 4.7 million teen patients to be treated in Q3, a 9.9% increase from the previous quarter. With a 315% increase in YouTube click-through rates, Invisalign became the preferred choice for teens and the most trusted brand for moms and doctors.
Best Product Launch Campaign also went to Digitas for its work with Crocs turning October 2023 into “Croctober,” a month-long celebration that uniquely and memorably honored Crocs fans. Highlighting fan engagement, they launched the Crocs Classic Cowboy Boot, inspired by social listening and fan demand, which sold out globally within an hour. The campaign received coverage in outlets like CNN, Forbes and The New York Times, and achieved over 6.9 billion global PR impressions and 79 million influencer impressions. The ‘Crocstellation’ experience featured Croc-shaped constellations for fans to find within an AR experience, cementing Crocs’ reputation as an innovative, fan-centric brand and making Croctober a viral sensation.
Another company securing multiple wins this year is Critical Mass. The agency earned the Best Branding Campaign B2B for its work with BBDO and AT&T Business. The trio delivered a standout B2B branding campaign by reuniting the cast of ‘The Office’ to address small business owners’ anxieties. Playing on the “you can’t dream if you can’t sleep” theme, the campaign introduced a talking pillow with affirmations voiced by cast members, alongside a Spotify album tailored to various business archetypes. The campaign’s LinkedIn launch quickly gained traction, amassing over 2.5 billion impressions worldwide in two weeks. With over 150 million video views in just seven days and an overwhelming 99% positive social sentiment, it became AT&T Business’ most successful campaign to date.
The next win for Critical Mass was also in partnership with BBDO — Best Multi-Platform Campaign. The pair made waves with M&M’S ‘Ring of Comfort’ campaign during the Super Bowl by creating a ring for the losing team made with diamonds crafted from peanut butter M&M’S. This unique concept garnered massive attention, earning 11 billion media impressions globally with a 99% positive sentiment. Peanut Butter M&M’S saw a 154% sales increase on mms.com and an 18% jump overall from January to February. The campaign’s impact also led to a 38% spike in Google searches and mentions on multiple “Best Super Bowl Commercial” lists, successfully re-centering M&M’S as a brand of fun and belonging.
The third award Critical Mass secured this year is for Best Experiential Campaign. GSP and Critical Mass’ ‘Driving While Black’ campaign brought national attention to the dangers Black drivers face on the road. By designing a vehicle equipped with advanced safety features that address racial profiling, the campaign visualized the absurdity and reality of systemic racism. This immersive experience shed light on the disproportionate risks Black drivers face during traffic stops, fostering dialogue and understanding around this urgent issue. The campaign saw a 70% increase in online engagement and offered a powerful way for individuals to articulate and share their experiences, making a profound impact on the conversation about race and policing.
For Best Use of AI, Twitch earned the win for its work with Audible. The two companies created an interactive AI-driven campaign for the audio drama ‘1984,’ engaging over 1.1 million unique viewers across three live streams. Centered around Truth HQ, a propaganda-broadcasting AI channel inspired by the themes of ‘1984,’ top U.K. Twitch streamers collaborated in real time to shut down the AI and unlock the first 10 minutes of the drama. This innovative experience generated over 3.5 million minutes watched and 34,000 chat messages. The campaign’s success contributed to Audible’s ‘1984’ becoming the #1 global and U.K. chart-topper in April, setting new Twitch benchmarks.
Explore all the 2024 Digiday Awards winners below.
Agency Executive of the Year
- Dan Gardner: Co-Founder, Executive Chairman Code and Theory
Best AR/VR Campaign
- NYX Beauty Bestie: ur always-on makeup BFF
Best Audio Campaign
- Tinuiti & Sony Hit High Notes with Amazon & Spotify
Best Branding Campaign B2B
- BBDO & Critical Mass: AT&T’s Sleep with Rain
Best Branding Campaign B2C
- Make Up Over Makeup
Best Collaboration
- Frank’s RedHot x Jason Kelce Put That $#!T On The Super Bowl
Best Creative
- Digitas & Invisalign Are Drama Free
Best E-Commerce Strategy
- Zoovu powers Microsoft retailers with AI product discovery
Best Event
- Tripadvisor & Abu Dhabi – A London Outernet Experience
Best Experiential Campaign
- GSP and CM’s Driving While Black
Best Gaming/Esports Campaign
- Advil Head Settings – Edelman Canada
Best In-Game Advertising Strategy
- Bioré Skincare Playlable Ad
Best Metaverse Marketing Campaign
- NFL, Nickelodeon & Gamefam – #1 Brand Event on Roblox
Best Multi-Platform Campaign
- BBDO & CM’s M&M’S The Ring of Comfort
Best Partnership
- Edelman x Haleon – Launch of TUMS Prop Bites
Best PR Campaign
- AREA 23, an IPG Health Company & Weber Shandwick-In Transit
Best Product Launch Campaign
- Crocs & Digitas: Croctober 2023
Best Search Campaign
- Centerfield & ADT: Personalized Search Drives Growth
Best Use of AI
- Truth HQ: The Revolution will be Livestreamed
Best Use of Influencer Marketing
- Ariana Madix x Duracell: “I Buy My Own Batteries”
Best Use of Retail Media
- Walmart Connect #GetYourGrillOn Spring Grilling Program
Best Use of Social
- Knorr Yummy K’s – Edelman Canada
Best Use of Video
- CETAPHIL #GAMETIMEGLOW
Leader of the Year
- Laura Knebusch, SVP, CPG Marketing & CX – Georgia-Pacific
Marketing Executive of the Year
- Jenny Lewis, Chief Marketing Officer of The Knot Worldwide
Most Committed to Sustainability
- How Lime Leveraged Sustainability To Achieve Profitability
Most Innovative Agency
- Code and Theory
Most Innovative Brand
- Boardroom: At The Forefront of Industry Change
Most Innovative Publisher
- Gallery Media Group
Most Innovative Technology Platform
- Intent IQ’s Cookieless tech benefiting buyers & sellers simultaneously
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