CHICAGO: 19 Crimes, the wine brand, claimed the top prize at the 2018 REGGIE Awards for a campaign that tapped the power of augmented reality (AR) and was created by agencies J. Walter Thompson and Geometry Global.

The REGGIE Awards, which honour the best marketing campaigns activated by brands and agencies, were handed out during the Association of National Advertisers’ (ANA) 2018 Brand Activation Conference.

19 Crimes took the Super REGGIE thanks to a campaign that used an augmented reality app to bring the individuals that adorn the labels on its bottles – and who were sent as convicts from Britain to Australia for various misdemeanours – to life.

More specifically, the app, made available on Google Android devices and Apple’s iOS, told the amazing real-life stories of these “convicts-turned-colonists” in a compelling way.

Another big winner was “The Talk”, an effort forming part of Procter & Gamble’s “My Black is Beautiful” campaign that focused on the discussion African-American parents have with their kids about issues related to bias and prejudice.

This initiative won a Gold in the “entertainment campaigns” category, a Silver in the “multicultural/lifestyle segments” competition, and a Bronze for the “content market campaigns” contest. The agency honoured was Hearts & Science.

Elsewhere, Oreo – the cookie brand manufactured by Mondelez International – received three different prizes for two campaigns spearheaded by Geometry Global.

The first, a tie-up with retailer Walmart, set a world record for holding the “longest cookie dunking relay”. Alongside a Gold for “retailer-specific campaigns”, this activation secured a Bronze for “shopper-marketing campaigns”.

Additionally, the cookie brand and its agency partner took a shopper-marketing Bronze for the “Oreo Dunk Challenge”, which celebrated its iconic “twist, lick, dunk” ritual.

Over 70 awards were presented to agencies and brands for campaigns from 2017 at the REGGIE Awards gala, with trophies being distributed across more than 20 categories.

“Competition this year was particularly difficult, and we congratulate all the winners,” Bob Liodice, President/CEO of the ANA, said.

“The entrants this year displayed remarkable demonstrations of creativity, especially those utilizing newer forms of technology, and all the participants should be proud of their achievements.”

Over 200 judges – each holding roles at director/VP level or above – rated the REGGIE entrants in terms of connecting their strategy with insights and goals, concept originality, and the integration and execution of campaigns.

Also important were the results and achieving business objectives, as well as aligning the campaign with the overall brand positioning.

Sourced from ANA; additional content by WARC staff