Ikea’s ‘Pee Ad’ Wins Grand Clio, Alongside Palau Pledge, Wendy’s Mixtape and More

Innovation and bold ambition dominate the year's top honorees

Agency Åkestam Holst won the Print Grand Clio for its ad that doubled as a pregnancy test.
Åkestam Holst

If you had any doubt that advertising has become an arms race of creative innovation, you need look no further than the top winners in this year’s Clio Awards.

The roster of honorees taking home the show’s top honor, the Grand Clio, highlights many of the brands and ideas that have challenged the concept of advertising as a field anchored in the 30-second TV spot. Content innovation, invention and bold stunts dominated Wednesday night’s awards show in New York City.

While no one campaign swept a wide array of categories (unlike last year, when McCann’s Fearless Girl for State Street Global Advisers took home five Grand Clios, Agency of the Year and Advertiser of the Year), Australian agency Host/Havas led with two Grand Clios for its ambitious Palau Pledge environmental initiative.

Some of the winning campaigns might be new to U.S. audiences, but several generated considerable buzz when they debuted, including Wendy’s “webeefin?” mixtape of diss tracks (part of a recent trend in branded hip-hop), Ikea’s print ad that doubles as a pregnancy test and Apple’s Spike Jonze-directed masterpiece, Welcome Home.

Here’s a look at the top winners in each category:

Direct Grand Clio and Innovation Grand Clio

Palau Legacy Project: Palau Pledge
Agency: Host/Havas

Print Grand Clio

Ikea: Ikea Pee Ad
Agency: Åkestam Holst

Digital/Mobile Grand Clio

Skittles: Exclusive the Rainbow
Agency: DDB Chicago

Film Grand Clio

Apple: Welcome Home
Agency: TBWA\Media Arts Lab

Branded Entertainment Grand Clio

Montefiore: Corazon
Agency: Serial Pictures

Out of Home Grand Clio

Edeka: The Most German Supermarket
Agency: Jung von Matt

Integrated Campaign Grand Clio

Marmite : Gene Test
Agency: adam&eveDDB

Partnerships and Collaborations Grand Clio

AIG: Pride Jersey
Agency: TBWA\Hakuhodo

Audio Grand Clio

Times/News UK and Ireland: JFKunsilenced
Agency: Rothco / Accenture Interactive

Grand Clio Music: Music Marketing

Visionary Music Group/Def Jam Recordings for National Suicide
Prevention Lifeline: “1-800-273-8255”
Artist: Logic featuring Alessia Cara and Khalid

Grand Clio Music: Use of Music

Wendy’s: webeefin?
Agency: VML

Burger King was named Advertiser of the Year, with Ogilvy Chicago winning Agency of the Year and BBDO Worldwide taking home Network of the Year.

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