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BBDO’s P&G Ariel campaigns win at Facebook APAC Regional Awards

The two campaigns for Ariel will be representing India at the global judging event in the Best Use of Facebook category

BestMediaInfo Bureau | Mumbai | May 20, 2016


Out of the total 21 winners at Facebook’s APAC Regional Awards 2016, India bagged two awards, both going to BBDO India for ‘Share the Load’ and ‘Dad’s Apology’ campaigns for P&G.

The campaigns won in the Beyond Facebook/Integrated category and Facebook for Good category, respectively. The two entries will be moving to the global judging event along with other regional winners.

Pradyumna Chauhan, National Creative Director, McCann Worldgroup India, was among the twelve judges in the panel.

Among the trends observed this year, award-winning campaigns consistently paid off bigger brand ideas – ideas first as opposed to likes, shares, memes or hashtags. Examples include: Ariel - Share the Load; Proctor & Gamble India; BBDO India and The Boys; Pacific Brands Underwear; Clemenger BBDO Melbourne.

The judges also highlighted how humour has been playing an important role in work that drives attention. Two campaigns that used humour to great effect this year were the ‘Laziest Competition Ever’ for Carlton and United Brewing and ‘The Boys’ for Pacific Brands Underwear both which were created by Clemenger BBDO Melbourne.

Highlighting the increasing importance of mobile video, more than 80 per cent of winning entries included a video component. More than 50 per cent of winning submissions came from Australia.

The following entries (by category) are moving on to the global judging event:

Best Use of Facebook:

  • The Boys; Pacific Brands Underwear; Clemenger BBDO Melbourne
  • Handheld; Westpac; DDB New Zealand
  • Smirnoff Instagram Your Fridge; Lion; Special Group
  • The Laziest Competition Ever; Carlton and United Brewing; Clemenger BBDO Melbourne
  • The Tough Sell; Volkswagon Australia; DDB Sydney
  • ChocPlusWhat?; Mondelez International; SapientNitro
  • Mother's First Song; AIA Life Korea; The Creamunion
  • Make It Yours; Foxtel; Foxtel

Small Business:

  • #IAmNotANumber; Year13; SponsoredLinX

Facebook for Good:

  • Handheld; Westpac; DDB New Zealand
  • Ariel - Dad's Apology; Proctor and Gamble India; BBDO India
  • The Unconventional Oven; Kidsafe Australia; DDB Group Melbourne
  • Orange Aid Presents 'Last Day of School'; NTUC Income; BBH Asia Pacific

Beyond Facebook/Integrated:

  • Unsuitable Journey; M.J. Bale; Whybin/TBWA Sydney
  • Smirnoff Pure Potential; Lion; Special Group
  • #MyFamilyCan; SPC Ardmona; Leo Burnett Melbourne
  • Ariel - Share the Load; Proctor and Gamble India; BBDO India


  • Celebrity Tantrum; Samsung Australia; Leo Burnett Sydney
  • Canon Instazoom; Canon Singapore Pte. Ltd.; Dentsu Singapore
  • Catstacam; Mars Petcare; Clemenger BBDO Sydney
  • Fanshake; National Australia Bank; Clemenger BBDO Melbourne

There are five categories for the 2016 Facebook awards which are as below:

  • Best Use of Facebook Family of Brands: Awarded to the most creative, original and well-executed Facebook and/or Instagram campaign concepts.
  • Innovation: Awarded to campaigns that aren’t only creative, but engage audiences in ways we’ve never seen before.
  • Small Business: For the first time ever, we’re recognizing our small business advertisers who have earned eye-opening results within their audiences.
  • Social for Good: Awarded to charitable/non-profit org campaigns that creatively and successfully raise awareness and drive positive social change using Facebook or Instagram.
  • Integrated: Awarded to campaigns that creatively use Facebook as part of a larger, overall media mix.

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