The AICP Awards 2024 honours the best advertising of the year

The year’s best advertising was saluted tonight at The Museum of Modern Art at a gala AICP Awards celebration and screening. 

Since 1992, AICP has hosted this industry-wide celebration at MoMA to honour the winning work, which is annually made a part of the archives of the museum’s Department of Film. 

Winners for the 2024 AICP Show: The Art & Technique of the Commercial, the AICP Next Awards and the AICP Post Awards premiered earlier in the week at MoMA. The top winners in each competition, the AICP Show’s Advertising Excellence and Advertising Excellence/Campaign winners, the Next Awards’ Most Next winner and the Post Awards’ Best of Show honoree, were highlighted at a presentation at MoMA. The screening was followed by a gala celebration.

The winning entries for 2024, as well as each year’s collection of winners, can be viewed exclusively at www.aicpawards.com, the AICP Awards Archive website. 

Judging for each of the three AICP Awards competitions were led by their respective Chairpersons: Ralph Laucella, Founding Partner and Executive Producer of O Positive and Chairperson of the AICP Show; Margaret Johnson, Chief Creative Officer & Partner at Goodby Silverstein & Partners and Judging Chair for the AICP Next Awards; and Craig Duncan, President and Managing Director of Cutters and Chairperson of the AICP Post Awards. The Chairs, along with AICP CEO Matt Miller, headlined tonight’s MoMA gala and shared the winners with an assembled audience of hundreds of professionals from the brand, agency, production and post production ranks. 

The AICP Show’s Top Honorees 

The Advertising Excellence/Campaign winner for the AICP Show went to the Progressive Insurance Dr. Rick campaign, comprising the spots Chance Encounter, Fast Casual and Social Listening All three pieces were directed by Martin Granger of Moxie Pictures for Arnold Worldwide.

The Advertising Excellence winner in the AICP Show went to Best Friends for Uber One | Uber Eats, directed by David Shane of O Positive for Mother. The spot was also a winner in the categories of Direction and Humour.

The most-awarded production company in the AICP Show was SMUGGLER, with ten honours, followed by O Positive, with six.

The most honoured directors in the AICP Show for 2024 were Tom Hooper of SMUGGLER and David Shane of O Positive, both of whom earned four honours. The Best New Director honour went to Adam Morse of SMUGGLER for his work on Javier in Frame for Google, created by GUT Miami. 

The most honoured agency in the AICP Show was TBWA\Media Arts Lab, with five honours, including one for its London office, followed by BBDO New York, with four honours. Havas and Mother both had three honours, while Droga5, Johannes Leonardo, NOMINT and Ogilvy had two honours each. 

The most honoured brand in the AICP Show was Apple, with six honours, followed by Uber One | Uber Eats and Vanish, both with three honours. 

The AICP Next Awards Top Winners 

The Most Next honour, the AICP Next Awards’ Best of Show winner, went to Banned Book Club for the Digital Public Library of America, created by FCB Chicago and produced by 456 Studios. An integrated, multidisciplinary effort designed to counter book bans in libraries across the country, this entry was also a winner in the categories of Digital Experiences, Purpose Driven and Real Time Engagement. Its Banned Book Club initiative makes e-book versions of banned books available to readers in locations across the United States where titles have been banned, via the free Palace e-reader app.

As the winning entrant of Most Next, FCB Chicago directed a $5,000 grant from the AICP Foundation to Digital Public Library of America. The DPLA empowers people to learn, grow, and contribute to a diverse and better-functioning society by maximising access to our shared history, culture, and knowledge.

The most honoured agency at the Next Awards this year was FCB, with seven honours split between its Chicago office, which earned four, and its New York office, which earned three. The next most honoured agency was BBDO New York, with two honours. 

Leading the list of most honoured production or development companies at the Next Awards this year was 456 Studios, which earned a total of seven honours, three of which it shared with Lord + Thomas, which was the second-most honoured production or development company in the competition, along with HELO, which also earned three honours. The most honoured director at the Next Awards was Jackie Helfgott of 456 Studios, who earned four honours for her work on ‘Banned Book Club’ for Digital Public Library of America.