The 2011 advertising awards season kicked off in New York last night with the International Andy Awards, and The Man Your Man Could Smell Like
, Old Spice
's Isiah Mustafa was lauded yet again. The campaign from Wieden + Kennedy
continued its winning ways, this time for its Response
campaign of customized, quickly-produced videos distributed through social media.
'I think the Old Spice Response campaign is remarkable on a number of levels', says Mike Monello
, co-founder and ECD of Campfire
, and a member of the Andys jury. 'First, it shows that the Internet is most powerful when used as a performance medium. It represents an unprecedented level of trust between client and agency, it's a shining example of nimble, responsive production, and the creative work was consistently brilliant.'
Notable gold winners include IKEA
, with its Homemade is Best
cookbook idea from Forsman & Bodenfors
, Crispin, Porter + Bogusky's
work for Bolthouse Farms
' baby carrots
, The Wilderness Downtown
and The Johnny Cash Project
's Write the Future
from Wieden + Kennedy
, Amsterdam, Dos Equis' Most Interesting Man
from Euro RSCG
's Vac from the Sea
from Prime Stockholm
Monello says the challenge set by the co-chairs, Big Spaceship
's Michael Lebowitz and co:collective
's Ty Montague
, the co-chairs, was to award work that pointed to success in the future of advertising as much as the present.
'Browser based experiences and digital work in general is maturing', Monello says, referring to projects like The Wilderness Downtown. 'As an industry, we're creating digital work that is designed to emotionally engage and comes from human insight rather than being driven by technology. In that respect, it's catching up to and sometimes surpassing TV commercials.'
The Gatorade 'Replay'
franchise, which won last year's Grandy award, also continued its time in the spotlight, in this instance for the second and third seasons of the branded content.
The Andys' public service award went to 'Devin and Glenn'
, a film opposing California's legislation around gay marriage by Saatchi & Saatchi
, New York. The student competition award went to Berghs School of Communication
in Stockholm for its 'Don't Tell Ashton'
'This was a great year for writers', Monello says. 'The best work was anchored by fantastic scripts and great copy. It was an up year generally. The best work this year shows more agencies and advertisers embracing the opportunities ahead of us rather than fighting against them, and I hope that trend continues.'
See the full list of winners at the Advertising Club of New York's Andy Awards site. http://www.andyawards.com/