The 2013 International ANDY Awards, now in its 49th year, announced this year’s winners for outstanding creative accomplishment. The global advertising show’s most prestigious honor, The GRANDY, has been awarded to R/GA and Nike+ for their innovative user experience design for the Nike+ FuelBand in the Mobile or Wireless Campaign category, in addition to two more Gold awards for the campaign.
As the GRANDY winner, R/GA and Nike+ receive the GRANDY championship ring, recognition as Best in Show, and a $50,000 cash award. As the first show of the advertising awards season, The ANDYs traditionally predict many subsequent winners in the advertising awards circuit in the year ahead.
The ANDY Awards Show and Party took place on Tuesday, March 19, at the British Academy of Film and Television Arts during Advertising Week Europe in London.
A collaboration between R/GA and Nike+, the GRANDY “Nike+ FuelBand” winner used product innovation as a framework for advertising. There has never been a way to measure activity, and Nike wanted to change that. R/GA designed the entire user experience for this device that tracks daily activity using a universal metric – Fuel- from the tagline “Counts” to the social engagement platform. Data visualizations show where users were most active daily, weekly, monthly and beyond, utilizing Bluetooth technology to sync the Fuel wirelessly to the user’s platform of choice. The FuelBand provides a new framework for all Nike+ products and services, tying them together into a connected ecosystem. Credits listed below.
Leo Burnett Tailor Made’s (São Paulo) “My Blood is Red & Black” campaign for Vitoria F.C. received the coveted Richard T. O’Reilly Award for Outstanding Public Service Campaign and a $10,000 cash prize. The campaign raised international awareness for the lack of donations to Brazil’s blood banks by removing the red stripes in the Vitoria F.C.’s uniforms. Blood donations increased by 46 percent in Brazil as a result of the campaign.
Top Winners
The agency networks that won the most 2013 ANDY awards are:
o Leo Burnett, with a total of 17 awards (6 Gold, 9 Silver, 1 Bronze, 1 PSA) for London, Bangkok, São Paulo, Mumbai, Hong Kong and Milan.
o Wieden + Kennedy, with a total of 11 awards (6 Gold and 5 Silver) for Portland, New York and São Paulo.
o BBH, taking home 11 ANDYs (6 Gold, 3 Silver and 2 Bronze) for New York and London.
o Young & Rubicam, winning 7 awards (5 Gold, 1 Silver and 1 Bronze) for Dubai, Malaysia, New York and Mexico City.
o R/GA, winning 3 (3 Gold, one of these being the GRANDY Award) for New York.
o Pereira & O’Dell, taking home 3 (3 Gold) for San Francisco.
o JWT, taking home 3, with 2 Silvers for Shanghai and 1 Bronze for New York.
o TBWA HAKUHODO, winning 3 (1 each of Gold, Silver and Bronze) for Tokyo.
o CHI & Partners, winning 3 Silver awards.
Agencies winning 2 ANDYs each were Forsman & Bodenfors (1 Gold and 1 Silver), AKQA (2 Silver), Barton F. Graf 9000 (1 Gold and 1 Silver), Publicis Conseil (2 Silver), Draftfcb (1 Gold each for New York and Auckland), McCann India (1 Silver and 1 Bronze) and McCann Erickson (1 Gold and 1 Silver for New York).
Other U.S. winners include Kirshenbaum Bond Senecal + Partners (1 Gold), BBDO (1 Bronze), Amusement Park Entertainment (1 Bronze), Crispin Porter + Bogusky Boulder (1 Bronze), The Martin Agency (1 Gold); DDB New York (1 Bronze), Arnold Worldwide (1 Bronze), The Walt Disney Company (1 Bronze) and Grey Group (1 Gold).
Additional global agencies that received ANDYs are Marcel (Paris), Mistress (Venice), Mother (London), Steam Films (Toronto), Del Campo Saatchi (Buenos Aires), Juniper Park (Toronto) and amvbbdo (1 Bronze, London).
“The work this year was markedly different and inventive. Today marketers need to deliver relevant and engaging content that’s meaningful to consumers. Agencies that are agile, create unconventional strategies and leverage the new consumer landscape will successfully drive innovation, and ultimately move our industry forward creatively. The winning work certainly reflected these attributes,” said Bob Greenberg, ANDY Awards chairman, and founder, chairman and CEO of R/GA.
