ANA announces 2023 Multicultural Excellence Award Winners

Dove and Edelman, in association with Ogilvy, Mindshare, and Collectively, won the Best in Show award in the 2023 ANA Multicultural Excellence Awards competition for the campaign “Cost of Beauty.”

The campaign was created for the Dove Self-Esteem Project and includes a three-minute film that illustrates the impact toxic beauty content on social media can have on youth mental health. The film, which has been viewed more than 19 million times across TikTok, Facebook, Instagram, YouTube, and LinkedIn, was inspired by real stories of young people suffering from disorders related to social media viewing.

“Research from the Dove Self-Esteem Project shows social media has become one of the biggest threats to young people’s mental health today, with over 8 in 10 youth mental health specialists saying social media is fueling a mental health crisis among young people,” the company said in its entry form. “With this campaign, Dove wanted to elevate the impact of harmful beauty content on social media and take action to advance legislative change to make social media safer for young people.”

The primary audience for the campaign was parents and anyone who wants to act and make social media safer for the next generation. The Self-Esteem Project’s mission is to reach 250 million young people with no-cost, academically validated self-esteem and body confidence boosting tools by 2023.

Now in their 23nd year, the awards recognize client-side marketers and their agency or media partners who produced multicultural and inclusive advertising campaigns between June 2022 and June 2023. The winners of this year’s competition, open to both ANA members and nonmembers, were announced last night during a dinner celebration at the annual ANA Multicultural Marketing & Diversity Conference in Las Vegas.

The awards raise awareness and exposure of industry leading creative multicultural and inclusive marketing featuring powerful cultural insights that enabled brands to effectively connect with diverse consumers.

Out of this year’s 48 winners, McDonald’s was the most awarded client-side marketer with seven wins while IW Group won the most among agencies with eight wins.

This year’s program featured winners in 16 categories: African American, Asian, Audio, Cross-Cultural Campaigns, Demonstrated Growth, Digital/Social/Mobile, Experiential Marketing, Hispanic, Holiday and Milestones, LGBTQ+, Marketing to the 55+ Consumer, People with Disabilities, Rising Multicultural Segments, Small Budget, Socially Responsible and Sports.

The competition included three rounds of judging:

• Main Round. More than 200 agency and client-side multicultural marketing leaders participated on the main round jury.
• Final Round. This jury reviewed the top five submissions in each category based on the scoring results coming out of the Main Round. This group established the awarding of Category Grand Prize Winner and the Category Winners in each category.
• Best In Show Jury. This client-side marketer jury reviewed only the competition’s top scoring submissions to determine this year’s Best in Show winner.

Best in Show

Cost of Beauty
Client: Dove
Agency: Edelman with Ogilvy, Mindshare, and Collectively Agency

African American
GRAND PRIZE WINNER

A Dream Delivered: The Lost Letters of Hawkins Wilson
Client: Ancestry
Agency: Weber Shandwick

CATEGORY WINNERS

#BlackHairIsProfessional: Dove & Linkedin
Client: Dove and Linkedin
Agency: Edelman

ESPN Champion Black Business
Client: ESPN
Agency: Seven Elements Group

Asian
GRAND PRIZE WINNER

McDonald’s Lunarverse
Client: McDonald’s
Agency: IW Group

CATEGORY WINNERS

Day One
Client: Toyota Motor North America
Agency: Intertrend Communications

Lexus Asian RX Launch
Client: Lexus USA
Agency: IW Group

Audio – Radio, Internet Radio, and Podcasts
GRAND PRIZE WINNER

La Jugada Mundial (World- Class Play)
Client: General Mills
Agency: Macias Creative

CATEGORY WINNERS

My Wife
Client: Dignity Health
Agency: Conill Advertising

Change Leaders Live Podcast Activation
Client: McDonald’s
Agency: Burrell Communications and Pod Digital Media

Cross-Cultural Campaigns
GRAND PRIZE WINNER

Dinner With Goop
Client: Ajinomoto Co. Inc.
Agency: Edelman

CATEGORY WINNERS

Faces of Travel
Client: Delta Air Lines
Agency: Kin

Lexus Asian RX Launch
Client: Lexus USA
Agency: IW Group

Demonstrated Growth
GRAND PRIZE WINNER

A Dream Delivered: The Lost Letters of Hawkins Wilson
Client: Ancestry
Agency: Weber Shandwick

CATEGORY WINNERS

Vaccines for Anti-Vax Land
Client: Permian Strategic Partnership
Agency: Edelman

Unfollow La Receta
Client: Riviana
Agency: alma DDB

Digital/Social/Mobile
GRAND PRIZE WINNER

Denny’s Social Stars Influenced Menu
Client: Denny’s
Agency: Anomaly

CATEGORY WINNERS

Celebrating World Cup “Latinisms” with Marcello Hernández
Client: McDonald’s
Agency: BODEN Agency and Loud and Live

The McDonald’s Black and Positively Golden (B&PG) Future 22 Change Leaders Campaign
Client: McDonald’s
Agency: Burrell Communications Group Pod Digital Media

Experiential Marketing
GRAND PRIZE WINNER

Infinite Potential. Zero Limits.
Client: Sprite Zero Sugar
Agency: Momentum Worldwide

CATEGORY WINNERS

McDonald’s Lunarverse
Client: McDonald’s
Agency: IW Group

ALTA SINFÓNICA
Client: Tecate
Agency: Remezcla

Hispanic
GRAND PRIZE WINNER

Think Ote
Client: Intuit QuickBooks
Agency: alma DDB

CATEGORY WINNERS

Remezcla + Target
Client: Target Corporation
Agency: REMEZCLA

Made to Travel
Client: Expedia
Agency: Anomaly

Holiday and Milestones (NEW)
GRAND PRIZE WINNER

A Dream Delivered: The Lost Letters of Hawkins Wilson
Client: Ancestry
Agency: Weber Shandwick

CATEGORY WINNERS

McDonald’s Lunarverse
Client: McDonald’s
Agency: IW Group

Hispanic Heritage Celebrations
Client: Home Depot
Agency: LERMA/

LGBTQ+ (Lesbian, Gay, Bisexual & Transgender)
GRAND PRIZE WINNER

Muxes: Trenzas De Orgullo
Client: The Procter & Gamble Company
Agency: Grey NY

CATEGORY WINNERS

Taimi “America The Beautiful”
Client: Taimi
Agency: Known

Love Proudly
Client: OnStar
Agency: Campbell Ewald

Marketing to the 55+ Consumer
GRAND PRIZE WINNERS

That Lunar Cheer
Client: AARP
Agency: IW Group

CATEGORY WINNERS

Habalando Claro Digital Video Series
Client: Banner Health
Agency: Acento

On Lok Lunar New Year Campaign
Client: On Lok
Agency: IW Group

People with Disabilities
GRAND PRIZE WINNER

Scrolling Therapy
Client: Eurofarma
Agency: Dentsu Creative

CATEGORY WINNERS

“As We See It” Social Campaign
Client: Amazon Studios
Agency: Cynosure Creative Agency

Me, My Autism & I
Client: Havas London
Agency: Reckitt

Rising Multicultural Segments
GRAND PRIZE WINNER

Long Line of Ladies
Client: The Proctor & Gamble Company
Agency: Junk Drawer LLC

CATEGORY WINNERS

Diwali Dazzler
Client: McDonald’s
Agency: IW Group

TD- Pan Asian Promotion
Client: TD Canada
Agency: Ethnicity Matters

Small Budget
GRAND PRIZE WINNER

Pepsi Dig-In Day
Client: PepsiCo
Agency: Walton Isaacson

CATEGORY WINNERS

The Whopper Sticker
Client: Burger King Mexico
Agency: We Believers

Muxes:Trenzas De Orgullo
Client: The Procter & Gamble Company
Agency: Grey NY

Socially Responsible
GRAND PRIZE WINNER

Cost of Beauty
Client: Dove
Agency: Edelman with Ogilvy, Mindshare, and Collectively Agency

CATEGORY WINNERS

Foreign Voiceover
Client: Colon Cancer Coalition
Agency: BeautifulBeast

Prepare to Protect
Client: Federal Emergency Management Agency (FEMA)
Agency: Lopez Negrete Communications

Sports
GRAND PRIZE WINNER

900 Minutes For Equality
Client: AB INBEV
Agency: We Believers

CATEGORY WINNERS

Run With It
Client: National Football League
Agency: 72andSunny

​​NFL “Por La Cultura” 2022-23​
Client: National Football League
Agency: Chemistry Cultura