"Restroom for All", a campaign created for Mastercard by McCann New York, walked off with best-in-show honors at the Association of National Advertisers' (ANA) 2017 Multicultural Excellence Awards.
The financial-services brand was honored during the first night of the ANA's annual Multicultural Conference in Miami for a campaign promoting LGBT rights at the NYC Pride Parade. This initiative ultimately garnered nearly 10m earned impressions globally, and therefore helped to spread the message of acceptance and equality beyond New York City.
Alongside copping the evening's top award, "Restroom for All" captured honors in the LGBT category, edging out finalists "We are Bold", an effort for AT&T by The 360 Agency, and a "Flawless" spot produced for the Food and Drug Administration (FDA) by Rescue Agency.
Sponsored by the ANA Multicultural Marketing & Diversity Committee, the awards seek to recognize, and raise awareness of, outstanding work in multicultural marketing, with citations in a dozen groupings.
In the African-American category, a Ford Motor Co. "Shopping" campaign was the grand prize winner. The effort, created by UWG (UniWorld Group), topped finalists Colgate-Palmolive ("Code for a Brighter Future" (another UWG campaign), and "Unplug and Connect", work created by Burrell Communications for Comcast/Xfinity.
Xoom's "XoomLOL Comedy Series" (agency: Keyframe Inc.) was the grand-prize winner in the Asian category. Runners-up were State Farm Insurance Co.'s "Cricket Yin & Yang" (interTrend Communications), and the United States Marine Corps' "Home Front Video Series," again from UWG.
In the ANA's Audio multicultural category, Comcast/Xfinity occupied all three finalist slots, with the grand prize going to agency GALLEGOS United for "Language Choice 2.0". GALLEGOS United's "Me Time" was one of two further finalists, the other being the "Unplug and Connect" campaign created by Burrell Communications.
The ANA's Business-to-Business grand prize went to Prudential Insurance Co.'s in-house Prudential Advertising agency for its "Real Time Event Polling" campaign, which topped Viteos Fund Services' "Women in Operations" work in Global Custodian magazine.
Avocados for Mexico's #AVOSECRETS campaign (agency: Richards/Lerma) and Square Enix's "Human by Design" (agency: Liquid Advertising) were bested by Digital, Social, and Mobile grand prize winner Netflix (Narcos), which was honored for its "Spanish Lessons" campaign created by ALMA DDB.
Square Enix's "Home Design" reappeared in the ANA roster of winners as it earned top honors in Experiential Multicultural Marketing, ahead of the FDA's "The New Wave" campaign (Rescue Agency), and Marriott International's "#LoveTravels" (IMGLive).
The grand prize for Hispanic advertising was presented to Sprint for a "Greatest Hits" campaign created by ALMA DDB, an agency that saw its "Hacer" work for the RMCH/Hacer Scholarship Program as another finalist in the category. Rounding out the list of leading Hispanic advertising was the California Lottery's "Gracias Maestros" (IM Studio & Casanova McCann).
Among the new categories the ANA has introduced in recent years to the Multicultural Awards is a People with Disabilities listing, and the grand prize in this contest went to Jockey International's "Show 'em What's Underneath" campaign (Pure Growth), with Square Enix's "Human by Design" making its third appearance in the evening's program as a category finalist, along with Toyota's "Championship Game" (Saatchi & Saatchi).
Comcast/NBC Universal's "Passing the Torch" (Burrell Communications) was the Print grand prize honoree, winning out over another Comcast/NBCUniversal campaign ("Beautifully Bilingual", created by GALLEGOS United), and BMW's "Spread" (AV Communications).
In the Total Market category, which includes advertising with an audience stretching across a number of segments, the top honors were earned by Johnson & Johnson Consumer Inc.'s Motrin brand for a "#WomenInProgress" campaign created by J. Walter Thompson. Other finalists: two campaigns created by agency Anomaly, in the form of "Keep America Walking" for Diageo's Johnnie Walker, and YouTube's "It's Not Just What We Listen To".
The ANA rounds out its Multicultural Awards program with what it calls a Significant Results category. In 2017, the grand prize was awarded to yet another Anomaly campaign – "Es Nuestro Momento" for Diageo's Buchanan's scotch whisky. The two other contenders for the top honors here were a pair of ALMA DDB campaigns: "Spanish Lessons" for Netflix (Narcos) and "Greatest Hits" for Sprint.