Oreo has taken out the top award at the 2013 Facebook Studio Awards, while AirAsia and Oak were the Australian representatives on the winners list, in an awards program that saw a noticeable shift take place from the technological app development showcased at last year’s awards to storytelling and content.

The Facebook Studio Awards debuted last year to recognise creative marketing campaigns that utilise the social network’s paid advertising products. Analysing and critiquing work submitted by brands and agencies from 59 countries around the globe, Facebook’s Creative Council awarded Oreo’s ‘Daily Twist’ campaign top prize.

“Last year, brands tried to push the technical limits of Facebook, and digital platforms overall. Now, in just one year’s time, we were pleased with the renewed focus on the craft of great storytelling through publishing,” says Mark D’Arcy, head of global creative solutions, Facebook.

The Oreo ‘Daily Twist’ campaign, for example, was a particular conqueror of the storytelling craft, taking out the Blue Award for excellence.

In celebrating the brand’s 100th anniversary, Oreo used Facebook to create 100 page post ads in 100 days, referencing globally current events such as the Olympic Games, the Mars Rover Landing and the anniversary of New York’s legalisation of same-sex marriage.

“Oreo, 360i and Draftfcb were successful because they had an approach that used creative talent designed around a marketing structure to keep pace with, listen to and connect with people,” he says.

Of the 20 awarded world-wide, two Australian campaigns took home awards. AirAsia Australia’s ‘Friendsy’ campaign by Publicis Mojo won silver, while Parmalat’s ‘Reverse Robberies’ campaign for its Oak brand by The Monkeys won bronze.