On the strength of its campaign for Thunderclap–a crowdspeaking platform that helps people be heard by saying something together–Droga5 won the Best in Show GRANDY at the 2014 International Andy Awards. Along with the GRANDY–which was bestowed in the Agency Innovation/Creative Technology category–comes a $50,000 cash prize. Thunderclap allows a single message to be mass-shared, flash mob-style, so it rises above the noise of social networks. By boosting the signal at the same time, Thunderclap helps a single person create action and change like never before. The platform was designed in response to the challenge of how to truly create an impact with only a few fleeting moments to grab the public’s attention. Droga5’s work for Thunderclap also garnered a Gold in the Social/Technology category.
The winner of this year’s coveted Richard T. O’Reilly Award for Outstanding Public Service Campaign, which includes a $10,000 cash prize donated to the charity, was Barton F. Graf 9000 for the Climate Name Change campaign with 350 Action. Encouraging society to sign a petition to the World Meteorological Organization to name extreme storms after policy makers who deny climate change and obstruct climate policy, the campaign and video have brought in over 100,000 signatures.
The winner of the Glenn C. Smith Award and Scholarship, named in honor of a past ANDY chairman and given to the Best in Show student winner, was The School of Visual Arts for FedEx Pre-Roll, an unconventional method for pre-roll ads to seamlessly lead into video. Students Antonio Perez, Mariana Gonzalez and Juan Carlos Mayorga will receive a $10,000 scholarship to further their creative studies. This is the first year students of The School of Visual Arts have been awarded The Glenn C. Smith Scholarship.
In honor of its 50th anniversary, The ANDYs have introduced a new award category, the Bravery Awards, honoring the bravest marketers. The statues for these special awards are a variation on a traditional ANDY statue and feature the head tilted upward to portray aspiration and to give a nod to the future of the industry. This year’s winners included:
· Bravest Legacy Marketer: Volkswagen. For its “Think Small” campaign in 1959 and other outstanding campaigns that followed, Volkswagen is being honored as one of the bravest marketers over the years, and “Think Small” as one of the greatest pieces of communications ever created, forever changing the landscape of Madison Avenue. The print campaign played up the size and form of the Beetle at a time when most car advertising focused on roominess and luxury. The ads, generally a small image of the Beetle with lots of white space, conveyed simplicity while short, unobtrusive copy listed the advantages of owning a small car. Volkswagen has introduced brave ideas year after year and as the story continues to grow, the quality of the communication continues to excel.
· Bravest Current Marketer: Chipotle Mexican Grill. Chipotle is being lauded for having a very clear point of view and a set of convictions as a brand that stood up and publicly declared it had gone off-track. In its effort with CAA Marketing, “Back to the Start,” it returned to its belief in sustainable farming, using natural foods and meats produced from animals not treated with antibiotics. ANDYs judges said Chipotle showed incredible bravery by producing an effort that reflected what it really believes in, restoring the brand’s image. The commercial told the story of a farmer who saw the error of his ways in industrializing and transformed his farm by returning to sustainable practices.
Top Winners
The agency networks that won the most 2014 ANDY awards are:
· Leo Burnett, with a total of 10 awards (4 Gold, 4 Silver, 2 Bronze) for France, London, Sydney and Tailor Made.
· Wieden+Kennedy, with a total of 10 awards (4 Gold, 4 Silver, 2 Bronze) for London, New York and Portland.
· Droga5 NY, with a total of eight awards (1 GRANDY, 5 Gold, 1 Silver, 1 Bronze).
· Forsman & Bodenfors, with a total of seven awards (4 Gold, 1 Silver, 2 Bronze).
· BBDO, with a total of five awards (1 Gold, 1 Silver, 3 Bronze) for Atlanta, New York and Singapore PTE LTD.
· McCann, with a total of five awards (2 Gold, 3 Silver) for Melbourne and McCann Worldgroup.
· DDB, with a total of four awards (2 Gold, 2 Silver) for New York and DM9JaymeSyfu/Digit.
· Young & Rubicam, with a total of four awards (4 Silver) for Dubai, New York and Prolam Young & Rubicam.
· Adam&eveDDB, with a total of three awards (1 Gold, 1 Silver, 1 Bronze).
· Barton F. Graf 9000, with a total of three awards (1 Silver, 1 Gold, 1 Richard T. O’Reilly Award)
On the production company front, Curious Film scored three Golds while MJZ came away with three Silvers.
Other winners included AlmaDDB (1 Bronze), AMVBBDO (1 Bronze), Arnold Worldwide (1 Silver), BBH London (1 Gold), BETC (1 Gold), CAA Marketing (1 Gold), Deutsch LA (1 Bronze), Duval Giullaume NV (1 Bronze), Fred & Farid Shanghai (1 Bronze), Furlined (1 Silver), GSD&M (1 Bronze), Havas Worldwide (1 Silver), Mullen (1 Gold), Nexus (1 Silver), North Kingdom (1 Bronze), @radical.media (2 Gold), R/GA (1 Silver), SapientNitro (1 Bronze), serviceplan (1 Bronze), and TBWA (1 Bronze).
Student winners included Art Center College of Design (1 Bronze), Miami Ad School (2 Gold, 1 Silver, 2 Bronze), School of Visual Arts (2 Gold, 3 Silver, 4 Bronze), and Sookmyung Women’s University (1 Gold).
“The ANDYs have been celebrating the work and the people who create it for 50 years. To now acknowledge the role bravery plays in the creative process adds dimension and purpose to our mission and highlights what makes an idea a truly great idea that is sustainable,” said Gina Grillo, president & CEO of The AD Club of New York. “Our Chairman David Droga and our esteemed global jury have identified the most inventive work that is pushing the boundaries of creativity in a fast-paced and complex media landscape. This year’s winners are a testament to the amazing talent who are at the forefront of digital and technology, and leading the advertising business forward. We believe our ‘be brave’ mantra has countless applications and can carry the industry far into the future.”
Commemorating its 50th anniversary, the International ANDY Awards event–held on April 24 at the TriBeCa Rooftop in NYC, honored some of the most iconic advertising legends of the past half-century, including David Abbott, Lee Clow, Jeff Goodby, Bob Greenberg, Sir John Hegarty, Rich Silverstein, Mary Wells Lawrence and Dan Wieden.
