The Brief

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.

Results

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.