1997
2023

The Webby Awards has been celebrating the best of the internet for 27 years - half the life of the internet itself. From a professional and academic tool to a ubiquitous communications platform to the universal medium for the most significant breakthroughs in consumer technology and culture at large, the internet has prevailed as a place where creativity is celebrated, profitable industries are born, and communities have a voice. We are humbled to celebrate another year of Internet excellence with the Webby community, those responsible for creating the awesome, safe, accessible, and inspiring the Internet we want.

The Webby Awards Report

A deeper look at the 27th Annual Webby Awards.

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WELCOME LETTER

Welcome to the 2023 Webby Awards Entrant Report. This year marked the 27th Annual Webby Awards, and just as when we launched in 1996, our mission is to continue honoring the best of the Internet, and to set the standard of Internet excellence each year.

This was a year like no other for the digital industry, and the work entered in this year’s Webby Awards is reflective of that. The 27th Annual Webby Awards marked one of our most competitive years yet, with our jurors reviewing nearly 14,000 pieces of work entered from over 70 countries worldwide. We were amazed by the talent, innovation and vision present in the work, and the trends that colored these projects. We believe that some of the innovative trends recognized by our Academy while judging the work will continue to be what drives the Internet forward. We hope that this insight into work entered in The Webby Awards this year can be shared with your team, and inspires your organization to continue to make boundary-pushing work on the Internet.

We spoke with a group of Webby Executive Judges to learn what some of their top takeaways were from the work they reviewed in the 27th Annual Webby Awards, explore recurring trends, and what it means for the digital industry’s future. A few highlights are: a rise in work building responsible technology, the expansion of animation as a craft, a continuation of brands tapping into virtual worlds, new innovations with Artificial Intelligence and more.

Thank you again for participating in this year's Webby Awards.

Claire Graves
President, The Webby Awards
BUILDING A RESPONSIBLE FUTURE

The past year has proven to be a pivotal moment for the digital industry. Creators and innovators have been called to build responsible digital ecosystems and technologies, with human-centricity as this movement’s north star. To meet this moment, we introduced inaugural honors for Responsible Technology including; Accessible Technology, Responsible Information, Responsible Innovation, and Sustainable Technology. The results were astounding and awe inspiring; responsibility was embedded in the strategy, architecture, design and within new lines of code.


Nominees this year prioritized usability and accessibility over just technical excellence, to better support the needs of users across the disability spectrum. They have also directed greater resources to safeguarding users’ data, building sustainable solutions with technology, and fostering safer digital systems. Standout projects include Common Voice, Flock Freight, Harassment Manager, Staybl, Beyond Binary Code, Dot Pad, Camera Switches, and Project Convey.

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"I was impressed by the wide number of entrants from across the world. Most striking was how many initiatives strive to be inclusive in the widest sense: not just by creating more equitable access to knowledge, goods and services, but also by activating people from all walks of life to be changemakers — to amplify solutions, adopt better code, share resources, and consume differently. As change becomes the new norm in this world, it's key that more people get recruited into movements focused on the good of all."
- Konstanze Frischen, Global Leader, Tech & Humanity, Ashoka
"The most compelling submissions in the Responsible Technology category blended impact, storytelling, and tech-savvy all into one. The best of the bunch pulled back the curtain and shined a light on the specific tools and technologies fueling products and experiences, and outlined the meticulous detail that went into ensuring the work was done through an ethical and sustainable lens."
- Will Leivenberg, Director of Brand Marketing, YML
"It was encouraging to see more emphasis on the importance of being aware of the potential for bias and discrimination in app development. I loved seeing ideas that were designed with inclusivity in mind and people pushing the edges of technology to ensure it is accessible to everyone."
- Andrew McKechnie, Chief Creative Officer
"The really interesting thing is the evolution I'm seeing in the use of technology: from gimmicky to purposeful. I think as the brand becomes more and more the usable interface between a company and its audience, we're progressively moving from "innovative" ideas that just want to be cool, to "progressive" ideas, which aim to be interesting, engaging, and really usable."
- Luca Vergano, VP Strategy, Instrument
AI IS EVERYWHERE, IN EVERY WAY

This year made clear that artificial intelligence has ushered in a new era for the digital industry. As the possibilities for AI continue to expand, digital creatives and businesses alike are innovating new use cases for the technology—for both social good and for the love of experimentation. This year, we saw applications of AI present across our awards categories that leveraged the technology to create generative art, streamline their workflows, help individuals improve their health care experiences and even protect users against online scams. Standout projects include iManageSCD, Speaking In Color, Alison.ai, First AI Audiobook Made Amid War, RoboKiller Enterprise, Fingerspelling, and more.

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"AI has both risks and promises - the potential to reinforce patterns of exclusion, and opportunity to narrow access gaps. This year, we saw a strong trend toward focused use cases that reconcile long standing inequities in quality of life. These are inspiring projects that make all of us excited to bear witness to a positive future."
- Sam Fankuchen, Founder & CEO, Golden
"Throughout judging this year, I saw thoughtful consideration around complex issues arising as the technology and AI landscape rapidly evolves. Those issues include bias, efficiency, providing real value, and ultimately above all, preservation of human interaction. We have a duty to responsibly navigate this new era of applying AI to our businesses with careful innovation -- and the entries offer some optimism we can collectively accomplish this goal."
- Ashley O’Connor, Marketing Director, Work & Co
EVERYONE IS (STILL) TALKING ABOUT GEN Z

Reaching, engaging and understanding Gen Z continues to be a priority for the digital industry, in part because Gen Z has immense buying power, about $360 billion dollars, and makes up 40% of the population according to a Bloomberg article. And as this digitally-native generation creates work online, for play and for pay, it’s important they are targeted in authentic ways.


This year's Nominees tapped into Gen Z through tapping into their niche interests, building communities, and, by understanding the issues they care about most radical inclusivity and sustainability, and responsible technology. Standout projects include House of the Dragon: DracARys, My BTS Story, TransAthletica, Effin' Birds, Generational Anxiety, Gen Z on voting: 'We're the wrong generation to piss off', Big Queer Book Report, What's Up Tok?, Woo: Redefining Wellness for a Generation, and more.

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"There's a nuance that separated good from great in this year's entrants. Good campaigns pushed themselves on where and how to show up, expanding into channels and experimenting with new formats. But the best campaigns focused less on those tactical details and more on #who was actually telling the story; specifically, they turned over the voices that are often overlooked. That one choice was transformative; even the most familiar topics took on new life and transformed what could've been ordinary marketing campaigns into unforgettable experiences."
- Yohan Lee, Global Director, Content Engagement + Innovation, Twitter
""It is well known that Gen Z feels as if they are the most isolated and lonely generation. This year’s entrants tapped into this zeitgeist through heightened social engagement in all its forms to deliver messaging and experiences that literally surrounded them in highly personal and communal forms. Brands and individuals tapped into the need for authenticity to bring Gen Z back together in a post-pandemic love fest. Using music, humor, positive role models, freedom of expression, greater understanding of people and values, as well as explorations into climate-consciousness and radical inclusivity, it turned out to be the year of connection via positive engagement."
- NJ Falk, Managing Partner, APL
"As Gen Z becomes more prominent as consumers, brands are taking notice by designing their marketing and advertising strategies to appeal to this demographic...Most may have started shifting their positions towards this generation, but what’s really important is to understand their values and stance in society. Diverse yet authentic, inclusive and socially critical, are only a few traits that we need to recognize and comprehend. Having said that, I’m proud to say that those values are highly evident in this year’s Webby entrants. The works are not only forward thinking, they're also consciously critical of current issues regarding social, political, and environmental climates. Seamless integration of daring, new technology are also vividly visible in most categories."
- Tim Weers, Founder/Managing Director, Build in Amsterdam
A DEEPER COMMITMENT TO
DIVERSITY, EQUITY, & INCLUSION

The past three years have turned the industry’s gaze towards advancing greater representation and equity—in their executions and in their teams. It’s not surprising that The Webbys’ saw a large increase in entries across our Diversity, Equity & Inclusions categories. Nominees advocated for communities and addressed social issues like fighting for LGBTQIA+ communities and trans individuals, racial justice, gender equality, body positivity, more through powerful works like Altogether Different TikTok, Flowers, LGBTQ+ Authors, The Disability Justice Project, Unbox Me, Unplay the Hate, Strands for Trans: Transphobe Takedowns, Pa' Mi Gente, and more.


While there’s been a rise in work that has greater representation and empowers underrepresented communities, the parameters around what qualifies as DE&I—and what makes it effective—have blurred. This year’s Nominees represent projects and initiatives that not only represent marginalized individuals, but also create a lasting impact.

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"The entries we've seen this year truly reflect the work of those who continue to lead in the social justice movement by bridging art, advocacy, and digital organizing to spark change. So often, digital storytelling brings power to movements for change. When we invest and build online, communities can truly make an impact and take action for racial justice, LGBTQIA+ rights, and other issues. The people are powerful, and digital storytelling has revolutionized movements and organizing — mobilizing supporters and bringing attention to a wide range of issues. It was an honor to participate this year to support and highlight some of this amazing digital work.
- Rashad Robinson, President, Color of Change
"This year’s entries introduced a bit more levity and optimism into dire topics. It tells me that while everyone is deeply worried about the state of the world, we can treat our collective challenges as a positive opportunity and a way to connect with each other, even in the midst of a perceived ‘permacrisis’."
- Amanda Kranz, Managing Director, North America Lead for Design, Accenture Song Design
"Some recurring themes I saw across the DEI categories touched on addressing bias and discrimination in various contexts. They really shined a light onto the importance of creating more accessible products and services. The defining qualities that made the projects in these categories really stand out were about collaboration and community, using approaches like advocacy, education, or tech solutions. What stood out to me about the projects focused on trans rights was similar to what I saw from the other DEI projects -- coalition building. But also, intersectionality! Trans people aren't a monolith, and issues of race, class, disability and other factors intersect with gender identity. The projects I saw focused on trans issues emphasized that, while also talking about the importance of building bridges with different communities."
- Maurice Cherry, Principal and Creative Director, Lunch
AN ANIMATION RENAISSANCE

Animation and motion graphics experienced a renaissance this year. Entries were evidence of not only an increase in the use of animations for various outputs, but also an improvement in the quality of craft. Nominees this year show that there’s a larger appetite for animation to help create brand websites and nonprofit organizations, video works to promote tourism, entertainment, editorial experiences around critical social issues, and more including: Flying Papers, Space Force, Querdenken Everything, The Boys Present: Diabolical, and A Whaling Way of Life.

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"It's amazing to see that the use of animations is increasing. It's a powerful medium to tell complex stories in a simple way. Good animations can also create a sense of wonder and invoke a wide range of feelings and emotions. We've put it front and center on our own site and carefully weaved it into the main interactions too.

I think the future of animations online is promising, with continued advancements in technology and increasing demand for engaging and interactive visual content. And yes, AI will probably play a bigger role here as a collaborator on the journey towards creating immersive and memorable experiences online."
- Andreas Anderskou, Partner, Hello Monday / DEPT
"We are deep into the digital age, and it's very clear that animation and motion design are now considered core components of modern brand identities and brand experiences. This is especially apparent in some of the most compelling brand identities and rebrand projects that have featured animation as a key visual and emotional differentiator, and seems to be drawing inspiration from the kinds of microsites and immersive digital experiences that have been prevalent for a while."
- Michael Janiak, Co-Founder & Executive Creative Director, Pattern
"I was pleased to see so many different animation styles used to create emotive stories covering the humorous to heartfelt to heartbreaking—proving once again that this medium has the firepower to move us in meaningful ways."
- Mike Caguin, Chief Creative Officer, Periscope
MORE EXPERIMENTATION IN IMMERSIVE
AND VIRTUAL WORLDS

Nominees in our expanded Metaverse, Immersive & Virtual honors reflect a continuation of creative studios, media companies, agencies, and brands making immersive experiences for online audiences everywhere. Efforts include immersive retail activations, events, integrated campaigns to engage fans, projects highlighting important social issues and more including: Gasoline Mary, Ojos Diferentes, Duo Invades Roblox, Save Our Sharks, The Dream Tapestry, Behind the Dish, and AmazeVR Megan Thee Stallion VR Concert.

"This year we saw the metaverse expand well beyond purchase and play into dreams and destinations custom-made for rich and diverse audiences. This marks the end of gatekeeping metaverse experiences and the technology behind them--these worlds are for everyone."
- Grace Francis, Global Chief Creative and Design Officer, Wongdoody
“
"Gaming is winning the battle of the metaverse, more and more ideas are appearing in this line that use all the resources that these platforms allow and they are doing it mostly with a focus on awareness, especially for those linked to social issues. On the other hand, immersive platforms are being recurrently used to engage with different audiences, mainly through events where people can amplify on digital platforms."
- Pancho Gonzalez, Chief Creative Officer, Inbrax
"I was particularly impressed with the innovative use of digital campaigns to promote immersive experiences that disrupted traditional consumer engagement. Projects such as Puma Black Station or Adobe x Bowie, among others, demonstrated exceptional creativity and strategic execution in their efforts to push the boundaries of digital storytelling."
- Antoine Vu, Chief Executive Officer, Atomic Digital Design
"The 2023 Webbys represented a collection of creative talent that leaned into imagination and possibility. Across many different award categories it was inspiring to see the focus on diversity and inclusion and the environment. Brands and agencies took risks and told relevant stories using new formats like the metaverse in truly imaginative ways and also took on real life challenges. An example is WWF in which not only could you enter the world of an endangered species but you could leverage NFTs to help clean up the oceans in real life. The 2023 Webby entries furthered my belief in the positive power brands can have on our collective future."
- Kieran Donahue, Chief Marketing Officer, IHOP
THE CONTENDERS
Each season, the Webby Awards honors the Agency, Media Company, Production Company, Network - and new this year - Podcast Company of the Year. The Winners will be determined via a point system established by the International Academy of Digital Arts and Sciences.

The contenders for this year’s Agency of the Year are those agencies that earned more Webby Awards nominations across all categories than any other agency. Leading the nominees are BASIC/DEPT® (19 Nominations), R/GA (14 Nominations), DEPT® (12 Nominations), TBWA\Media Arts Lab (12 Nominations), and McCann New York (10 Nominations).


Companies in the running for Media Company of the Year include MTV Entertainment (15 Nominations), National Geographic (14 Nominations), The Washington Post (12 Nominations), CNN (12 Nominations), HBO (12 Nominations) and Vox Media (11 Nominations).


Companies in the running for Production Company of the Year include Media.Monks B.V. (11 Nominations), Cut+Run (4 Nominations) and m ss ng p eces (4 Nominations).


NEW THIS YEAR! Companies in the running for Podcast Company of the Year include Audible (13 Nominations), Wondery (8 Nominations), WaitWhat (7 Nominations), and iHeart Media (5 Nominations).


Network of the Year will also be presented at this year’s Webby Awards. The following networks that earned more Webby Awards nominations across all categories are in contention: McCann Worldgroup (41 Nominations), DEPT® (31 Nominations), TBWA Worldwide (22 Nominations), Accenture (17 Nominations), BBDO Worldwide (14 Nominations) and Wieden+Kennedy (14 Nominations).

🙏

Thank you

Your participation helps us ensure we are recognizing the best of the Internet each year.

Winners will be celebrated at the star-studded 27th Annual Webby Awards on Monday, May 15, in NYC.

As an entrant in the 27th Annual Webby Awards, you are now a member of the Webby community, and will receive special benefits like this report; as well as access to research papers, and once things are back to normal, invitations to host Webby Talks online or in your office, exclusive invites to Webby Film Nights, and more.

Thank you again for participating this year and for your commitment to Internet excellence. Please feel free to contact Producer Evey Long at evey@webbyawards.com with questions or comments.

via GIPHY