Award: Call for Entries

Credits & Description:

Advertiser: AWARD
Product/Service: ADVERTISING AWARD
Agency: DDB SYDNEY, AUSTRALIA
Executive Creative Director: Matt Eastwood (Ddb Sydney)
Creative Director: Mark Harricks (Ddb Sydney)
Art Director: Brendan Donnelly (Ddb Sydney)
Copywriter: Guy Futcher (Ddb Sydney)
Designer: Jason Young (Ddb Sydney)
Account Service: Graham Van Der Westhuizen (Ddb Sydney)
Retoucher: Matt Bright (Ddb Sydney)
Sound Editor: Danny Grifoni (Ddb Sydney)
Photographers: Brendan Donnelly/Matt Arden (Ddb Sydney/Freelance)
: Production Company (Fin Design/Effects)
2d Designer: Maxence Peillon (Fin Design/Effects)
Lead Designer: Andrie Juradowitch (Fin Design/Effects)
Lead Designer And 2d Compositor: Maxence Peillon (Fin Design/Effects)
Describe the brief from the client:
Brief: Position AWARD as the advertising award that takes you places.
Insight: For an industry that prides itself on being creative, our PR photos
are anything but.
Creative Execution:
We reminded people that AWARD is the quickest way to a better job, but more importantly, we gave creatives the chance to look at pictures of themselves. And advertisers love looking at themselves.
What makes this campaign original is the use of real advertising PR photos, created by the audience we are aiming to target. We didn’t make the whole thing up, we were inspired by years of amazing photos.
It’s appropriate to the brand because AWARD wants to be seen as understanding the workings of the ad industry. This is something that’s been begging to be mocked for years.
Describe the creative solution to the brief/objective.
Solution: The Modern Creative’s Guide to PR photography, complete with 22 page booklet, quick reference chart, information guide and instructional video helps future Award winners deal with the publicity that comes with an AWARD Pencil. It also takes the piss out of our fellow creatives, but only because they deserve it.
Describe the results in as much detail as possible.
The result was a Call For Entries campaign that will not just fade overnight, it will sit on shelves for years to come. In an industry that takes itself far too seriously, CFE ‘09 that lets us stand back and laugh at ourselves because we thoroughly deserve it.
The Call For Entries ‘09 Campaign increased Entry Date awareness by 140%.
More importantly, time spent with the AWARD brand was up 420% from the previous year.