This year’s Bill Bernbach Award jurors offer their perspectives on our best ideas of the year


Issue 20: Bernbach Awards '13


Congratulations to this year’s recipient of DDB’s highest honor. DDB DM9 JaymeSyfu Philippines has been awarded The Bill Bernbach Award Grand Prix for “TXTBKS,” a campaign that creatively uses technology to change lives.

We host the The Bill Berbach Awards annually to celebrate the core beliefs and memory of our founder. Our collective goal is not only to recognize creative excellence, but also to identify ideas that have had a positive influence on society. By recognizing each offices’ dedication to Bill Bernbach’s legacy, we not only protect our creative heritage, we protect the integrity of our creative output ensuring that Bill Bernbach’s vision remains at the core of everything we do.

Luis Miguel Messianu

President, Chief Creative Officer, Alma DDB on the Branded Entertainment Category

Winner: DDB Tribal Duesseldorf, Deutsche Telekom “Move On”

The Branded Entertainment category was like a preview of the World Cup. Brasil and Germany were in the “final” and it was a close call. Brasil had an amazing case for Itau Bank’s “The Broadcast Made for You.” But in the end the “world champion” was Tribal DDB Dusseldorf with “Move On,” which is the story of a flawed hero. What’s especially cool is that this enthralling road movie is inspired by thousands of film fans, all enabled by Deutsche Telekom. This is a world-class example that brands, ideas and technology can converge to influence creativity and humanity. That’s DDB’s at it’s best!

John Zeigler

President & CEO, DDB Asia-Pacific on the Media Category

Winner: DDB Sydney “McDonald’s Becomes Maccas”

The jury loved the extension of the “McDonald’s Becomes Maccas” idea into the countries social fabric, building engagement and brand connection like no normal media placement could. Overall it is increasingly impressive how we at DDB can leverage creativity as a media re-invention tool. Giving clients the added value of creative media effectiveness as well as great creative content.


Chief Creative Officer, DDB New York on the PR Category

Winner: DDB Sydney “McDonald’s Becomes Maccas”

Great ideas start with a true insight into the hearts and minds of their target audience. The Macca’s campaign does this in spades. The campaign took a famously American company and reminded everyone that McDonald’s does indeed hold a very special place in the heart of every Aussie. And to do it on Australia Day made the idea even more resonant.