TOMORROW AWARDS / LAUNCH
23 February 2010
The Tomorrow Awards ditches category boundaries to create a new industry awards show
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- Ignacio Oreamuno
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Today marks the launch of The Tomorrow Awards, a brand new awards show that aims to shake up and redefine the established run of advertising award shows.
The Tomorrow Awards will completely do away with award show categories, allowing the best ideas to rise to the top regardless of media or platform.
Ignacio Oreamuno, president of the awards, explains: 'The industry is at a crossroads and the Tomorrow Awards has a purpose - to help the industry navigate through change. By letting the industry dictate the shortlist, we're giving power back to the community, and at the same time we're helping them discover new directions, new media and new possibilities.'
The Tomorrow Awards also hope to do away with the expected winners that gain momentum through award shows, with the help of public online votes starting from May 1st. The shortlisted entries will then be placed before a team of 'monster judges' including jury chair Rei Inamoto, chief creative officer, AKQA. His team includes Mark Chalmers, partner and creative director of Perfect Fools, Colleen DeCourcy, chief digital officer, TBWA Worldwide, New York, Naoki Ito, executive creative director, Wieden + Kennedy, Tokyo, Sergio Mugnaini, interactive creative director at ALMAP BBDO Brazil and Robert Wong, executive creative directo at Google Creative Labs.
Inamoto explains his excitement to be judging an awards show without categories: 'Those are handcuffs that we industry-types put on ourselves. When you look at game-changing ideas in history, they were avant-garde because they didn't fit into these categories, these boxes. This is the first award show that is getting rid of those boxes in order to discover the powerful ideas of Tomorrow.'
Call for entries deadline is 30th April. Get your thinking hats on!
www.tomorrowawards.com
The Tomorrow Awards will completely do away with award show categories, allowing the best ideas to rise to the top regardless of media or platform.
Ignacio Oreamuno, president of the awards, explains: 'The industry is at a crossroads and the Tomorrow Awards has a purpose - to help the industry navigate through change. By letting the industry dictate the shortlist, we're giving power back to the community, and at the same time we're helping them discover new directions, new media and new possibilities.'
The Tomorrow Awards also hope to do away with the expected winners that gain momentum through award shows, with the help of public online votes starting from May 1st. The shortlisted entries will then be placed before a team of 'monster judges' including jury chair Rei Inamoto, chief creative officer, AKQA. His team includes Mark Chalmers, partner and creative director of Perfect Fools, Colleen DeCourcy, chief digital officer, TBWA Worldwide, New York, Naoki Ito, executive creative director, Wieden + Kennedy, Tokyo, Sergio Mugnaini, interactive creative director at ALMAP BBDO Brazil and Robert Wong, executive creative directo at Google Creative Labs.
Inamoto explains his excitement to be judging an awards show without categories: 'Those are handcuffs that we industry-types put on ourselves. When you look at game-changing ideas in history, they were avant-garde because they didn't fit into these categories, these boxes. This is the first award show that is getting rid of those boxes in order to discover the powerful ideas of Tomorrow.'
Call for entries deadline is 30th April. Get your thinking hats on!
www.tomorrowawards.com
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