A successful Facebook campaign is, primarily, conceptual and inventive in nature. The Facebook Studio Awards should carry the same prestige as the Cannes Lion, a D&AD Pencil or an ADC Cube. The objective was to create something people wanted to win and display with pride.

Facebook Studio is a site that highlights the best work being done on the FB platform. We see it as a space where people can come to watch and learn. The award is the Facebook Studio logo brought to life in a 4" walnut block. The block is dissected by an aluminium Facebook 'f' that is anodised in different colours indicating award class. We chose the wood material to emphasise the living quality of Facebook - that it is a living, breathing platform based on people and stories.

Once the Facebook Studios were announced, agencies immediately began entering work. In its inaugural year, over 1,600 entries were submitted. A well-known group of Advertising CDs judged these entries in NY, and 11 winners from 5 countries were chosen. Plans for 2013 are already underway.