Google Creative Lab tops Ad Council and Team Detroit to win $1 million in free media
Jan. 16, 2013
TODAY announced today the winner of the 2012 USA TODAY Print Advertising Competition. Google Creative Lab took the top prize for most creative original print ad and won
in full-page print advertising in USA TODAY. Ad Council and Team Detroit were named finalists. The announcement was made today by the executive sponsors of the competition –
, president and publisher of
, senior vice president and chief marketing officer, Gannett Co., Inc.
The winning ad submitted by Google Creative Lab featured the Dalai Lama and Desmond Tutu coming together for a live broadcast Hangout on Google+. Two finalists were also named in the competition: The Ad Council for an ad for Save the Children; and Team Detroit and Ohio Art for an ad for nanoblocks with the theme "the smaller the blocks, the better the detail." All three ads can be viewed at
The competition was open to advertising agencies, marketers and non-profit organizations. Ads could be part of a new or existing campaign. Judging was based on three criteria: creativity and originality of advertisement, visual storytelling and clarity of writing. Ads were judged by industry executives including:
, designer/writer, Knopf Doubleday Publishing Group;
, creative director, Wieden + Kennedy;
, chairman, Crispin Porter + Bogusky;
, chief content officer, Co Collective;
, executive creative director, Droga5; and
, media columnist,
"It takes great creativity to tell a story in a meaningful way and make a consumer want to know more. Print ads offer a unique and powerful canvas to tell an advertiser's story that will get noticed by consumers. We congratulate our winner and finalists on sending us their best creative and proving the type of impact print advertising can have as part of a multimedia campaign," said
said, "This competition was an interesting exercise in looking at the role of print in an advertiser's brand story in 2013. Advertising has changed over the years but the objective is still the same – to get consumers to take notice of your brand. Sometimes a simple ad can convey a futuristic idea. We think our judges did a terrific job of determining what really makes a great print advertisement."
TODAY is a multi-platform news and information media company. Founded in 1982,
TODAY's mission is to serve as a forum for better understanding and unity to help make the
truly one nation. Through its unique visual storytelling,
TODAY delivers high-quality and engaging content across print, digital, social and video platforms. An innovator of news and information,
TODAY reflects the pulse of the nation and serves as the host of the American conversation – today, tomorrow and for decades to follow.
TODAY, the nation's number one newspaper in print circulation with an average of more than 1.6 million daily, and USATODAY.com, an award-winning newspaper website launched in 1995, reach a combined 6.6 million readers daily.
TODAY is a leader in mobile applications with more than 16 million downloads on mobile devices.
TODAY is owned by Gannett Co., Inc. (NYSE: GCI).