by Facebook Business
We called for work that moved people
This year, we introduced new Facebook Awards categories to celebrate the emotional connections evoked by great work. The categories sorted creative submissions by their audience’s emotional responses—laugh, cry, wow, love and act.
And advertisers delivered. They brought their biggest ideas to Facebook and Instagram—telling relevant stories that resonated with people in powerful ways.
Every year, we’re impressed with how creatives find new ways to use Facebook and Instagram as the foundation of their campaigns, and this year is no exception. They’re using our platforms to tell stories and to drive interactions. They’re using long and short video. They’re sampling a huge spectrum of formats and styles. And most importantly, they’re making people feel and act.
Below, we share some trends from this year’s awards and the best submissions in each category.
What made this year special?
Love was the most popular submission category. An impressive 49% of all entries were tagged with the Love emotion.
Messenger bots made waves. This was especially true for entries from Europe, Middle East, Latin America and North America—many of their top-scoring entries incorporated Messenger bots into their campaigns.
Small businesses had a strong turnout. The number of shortlisted campaigns by small businesses increased among North America entries. Six of the 23 finalists were small businesses and two were nonprofits.
The Wow category broke new ground. Entries in the Wow category showcased creativity and boundary-pushing on Facebook and Instagram. Many of the entries experimented with real-time communication and engagement.
Meet the masters of emotion
We’re excited to announce the the 2017 Facebook Awards global winners. You can explore their powerful and evocative work on the Facebook Awards site.
These campaigns inspired us to act
- “Anonymous Friend” by J. Walter Thompson for Alcoholics Anonymous
- “Careculator” by R/GA for jet.com
- “Hungerithm” by Clemenger BBDO for Snickers
- “MashiMachine” by Leo Burnett Mexico for 4pelagatos
- “The Adventures of Little Brush Big Brush” by R/GA London for Unilever–Signal
- “Your Name Saves” by Leo Burnett for Donate Life America
These campaigns brought tears to our eyes
- “IWelcome-Live” by DDB&tribal for Amnesty International
- “Evan” by BBDO New York for Sandy Hook Promise
- “The DNA Journey” by momondo A/S
These brands made us fall in love
- “All That We Share” by TV 2 Danmark A/S
- “Playstation Search for Greatness” by BBH New York for Sony
- “Pocket Patrol” by Leo Burnett for Samsung Australia
- “We Are Here” by Airbnb
These campaigns made us laugh
- “Facebook Not Live” by Barton F Graf for Tomcat Rodent Control
- “Litbaits” by Dieste for The Wild Detectives
- “Little Caesars Facebook Surprises” by Barton F Graf for Little Caesars
- “Shoes: Impossible” by TBWA KOREA for ABC-MART Korea
- “Spanish Lessons” by Alma DDB for Netflix
These campaigns filled us with awe
- “#comeonin” by DDB for Sydney Opera House
- “InstantDJ” by BBDO New York for Bacardi
- “Made in a Minute” by BBDO New York for Lowe’s
- “Mr. Robot Season 2 Digital Launch” by ISL for USA Network
- “Out of Office Travelogue” by The Monkeys Ltd for Qantas
Be sure to check out the shortlist on the Facebook Awards site for more great work.
