The winners of the 2010 Next Awards were announced today at The Museum of Modern Art (MoMA) in New York. The Next Awards examine the best in marketing communications across all channels featuring moving image media. Kevin Roddy, Chair of the Next Judging panel and Chief Creative Officer of BBH New York, served as Master of Ceremonies during the morning program.
In addition to revealing the winners of each category, the audience voted on their favorites, with real-time results. Five categories were judged this year: Integrated Campaign, Viral/Web Film; Experiential; Website/Microsite and Product Integration.
The Integrated Campaign winners include: HBO’s “Imagine Integrated Campaign,” out of BBDO New York, directed by Noam Murro of Biscuit Filmworks; Gatorade’s “Replay,” via TBWA/Chiat/Day, Los Angeles, directed by Kris Belman and Scott Balcerek of Caviar; and Nike Livestrong Foundation’s “Livestrong Integrated Campaign” out of Wieden + Kennedy, Portland. Audience Choice winner is Gatorade’s “Replay.”
The winners for Viral/Web Film are: Google’s “Chrome,” out of BBH New York, and directed by Aaron Duffy, with production by 1st Ave Machine; Give It A Ponder’s “Unicorn” via Y&R New York, and directed by Ulf Johnansson of Smith & Jones Films; and OK Go’s “This Too Shall Pass,” directed by James Frost of Zoo Films. The Audience Choice winner for Viral/Web Film was: OK GO “This Too Shall Pass.”
Winning in the Experiential category are: HBO’ Cube Film Installation, out of BBDO, and directed by Murro of Biscuit Filmworks; ESPN Monday Night Football’s “Interactive Storefronts” via Wieden + Kennedy, New York, with interactive production by Brand New School; and Nike Livestrong Foundation’s “Chalkbot.” The Audience Choice winner was: Nike Livestrong Foundation’s “Chalkbot.”
For Website/Microsite, the winners include: HBO’s www.hboimagine.com, out of BBDO and The Barbarian Group, and directed by Murro of Biscuit; Cold War Kids Interactive Music Video “I’ve Seen Enough,” directed by Sam Jones of Tool of North America; and John F. Kennedy Presidential Library & Museum’s “We Choose The Moon” via The Martin Agency. The Audience Choice winner is the John F. Kennedy Presidential Library & Museum’s “We Choose The Moon.”
The winners of Product Integration are: Nike Livestrong Foundation’s “Chalkbot,” out of Wieden + Kennedy, Portland; Macy’s “Yes, Virginia” via JWT New York, directed by Peter Circuitt of The Ebeling Group; and Toohey’s Extra Dry “6 Beers of Separation,” directed by Zack Merck of @radical.media. The Audience Choice winner is Nike Livestrong Foundation’s “Chalkbot.”
During the Next Awards presentation, the Integrated Campaign winners presented case studies, explaining the creative execution and strategy behind each winning piece. Seven short films presenting the judges thoughts on the categories and the work they judged premiered; Sorrel Ahlfeld directed each piece. ?
Additionally, Roddy served as the chief interlocutor for the debut of the AICP Digital Discussion Series, conducting interviews with David Droga, Founder/Creative Chairman of Droga5; Bob Greenberg, Chairman/CEO/Global Chief Creative Officer of R/GA; and Ty Montague, former President and Chief Creative Officer of JWT. The conversations centered on how these creative visionaries transformed their thinking and business strategies, and in the process revolutionized the industry.
During the premiere and reception for the AICP Show, the Next Awards winners are being showcased in a dynamic installation, created by McCann Systems, featuring graphic design by Brand New School, and utilizing the innovative Christie Microtiles. The display will then travel to select venues on the AICP Show, allowing attendees in those cities to fully experience the Next Awards winners.
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Founded in 1972, the AICP represents, exclusively, the interests of United States companies that specialize in producing commercials in various media—film, video, digital—for advertisers and agencies. The association, with national offices in New York and Los Angeles as well as regional chapters across the country, serves as a strong collective voice for this $5-plus billion industry, disseminating information; representing the production industry within the advertising community, in business circles, in labor negotiations and before governmental officials; developing industry standards and tools; providing professional development; and marketing American production. www.aicp.com
