November 2008
The International ANDY Awards, entering its 45th year as one of the industry’s preeminent creative advertising awards shows, is reinforcing its position as the first and perhaps most important show of the season in its new advertising campaign.
With a proven track record as the predictor of the top winners in the creative shows that follow, the ANDYs are claiming its influential role by stating “Win the GRANDY, Win Them All.”
“Given the consistently on-target evaluation of the ANDY juries, we decided it was time to proudly ‘claim’ this prescient role and remind creatives they lead the way when they become an ANDY, and especially, GRANDY winner,” says Mark Waites, Chairman of the ANDY Awards and Creative Director/Co-founder of Mother London.
Conceived by Mother under Waites, the campaign message is supported by the charting of past GRANDY winners (ANDYs Best of Show) that went on to win at Cannes, The Clios, The Art Director’s Show and The One Show. Each show is visually represented by its award, be it the ANDY head, Cannes Lion, Clio scepter, One Show and Art Director’s pencils.
The unexpected comes when the face of that judge appears laughing; the viewer is then reminded of their ranking in the creative food chain, mocking the idea this stellar executive would never be their friend unless they won the GRANDY.
The edgy joke can be forwarded to other industry friends and colleagues as part of the campaign’s viral roll-out.
“We wanted to have fun with the popularity of online social networking and the conditional nature of ‘acceptance’ by our creative heroes,” says Waites. “We feel this Call-for-Entry will make people take notice and encourage them to spread the word about the ANDYs through sharing a relatable, comical bit of industry insecurity.”
The print campaign rolled out the last week of October and continues through December in Boards, Campaign Brief, Campaign UK, Contagious, Creativity, ihaveanidea.org and TaxiDesign.
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