Title | CALL FOR ENTRIES |
Brand | AWARD |
Product / Service | ADVERITISING AWARDS |
Category | C01. Integrated Campaign Led by Direct |
Entrant | DDB SYDNEY, AUSTRALIA |
Entrant Company: | DDB SYDNEY, AUSTRALIA |
DM/Advertising Agency: | DDB SYDNEY, AUSTRALIA |
Credits |
Name | Company | Position |
---|---|---|
Matt Eastwood | DDB Sydney | Executive Creative Director |
Mark Harricks | DDB Sydney | Creative Director |
Brendan Donnelly | DDB Sydney | Art Director |
Guy Futcher | DDB Sydney | Copywriter |
Jason Young | DDB Sydney | Designer |
Matt Bright | DDB Sydney | Retoucher |
Graham van der Westhuizen | DDB Sydney | Account Manager |
Danny Grifoni | DDB Sydney | Sound Editor |
Brendan Donnelly/Matt Arden | DDB Sydney | Photographers |
Maxence Pellion | Fin Design + Effects | Lead Designer & 2D Compositor |
Andrie Juradowitch | Fin Design + Effects | Lead Designer |
Kevin Golsby | Voice Over Talent | |
Matt Arden | Talent |
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.
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.
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.
Specifically: 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. A couple of people said it was a thousand times better than last year’s campaign. 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.