Chipotle and CAA Marketing, a division of Creative Artists Agency (CAA) in Los Angeles, won the best of show GRANDY honor at the 2012 International ANDY Awards this evening on the strength of their two-minute, stop-motion animated film “Back to the Start” directed by Johnny Kelly of Nexus Productions. As the GRANDY winner, CAA Marketing and Chipotle receive the GRANDY championship ring, and $50,000 which will be donated to the Chipotle Cultivate Foundation.
“Back to the Start”–which in addition to the GRANDY garnered three ANDY Gold awards–depicts the life of a farmer as he transforms his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. Directed by filmmaker Johnny Kelly, the film’s soundtrack is the song “The Scientist,” a Coldplay classic sung by country music legend Willie Nelson. The film ran in 5,700 theaters nationwide, aired once on broadcast TV during the 2012 Grammy Awards and has been distributed digitally as well as on both Chipotle’s dedicated website and on Facebook.com/chipotle
The GRANDY honor comes on the heels of the announcement that “Back to the Start” was the top ADC Gold Cube winner at the Art Directors Club’s Annual Awards (see separate story). The auspicious ANDY and ADC showings bode well for the film as the advertising awards season gets underway.
Agency countdown
Meanwhile, the agency networks that won the most 2012 ANDY Awards are:
• Leo Burnett, with a total of 18 awards (6 Gold, 7 Silver and 5 Bronze) for Sydney, Toronto, Detroit, Mumbai, Shanghai, Chicago and Madrid.
• Y&R, winning 10 awards (4 Gold, 2 Silver and 4 Bronze) for Melbourne, Santiago Chile, New York, Malaysia, Sao Paolo and London;
• Wieden + Kennedy, with a total of 7 awards (2 Gold, 4 silver and 1 Bronze) for Portland and New York.
• DDB, taking home 5 ANDYs (2 Silver and 3 Bronze) for London and Chicago.
• TBWAChiatDay garnered 4 ANDYs for L.A. (1 Gold, 2 Silver) and Paris (1 Silver).
• CP+B and took home a total of 3 awards–2 Silver and 1 Bronze;
• Winning 2 ANDYs was JWT Always Shanghai (2 Gold).
On the production house front, MJZ tallied 6 awards: 3 Gold with BETC Euro RSCG, 1 Gold and 1 Bronze with Strawberry Frog, and 1 Silver with Droga5.
Other U.S. winners include agency MUH•TAY•ZIK | HOF•FER San Francisco (1 Gold for The Richard T. O’Reilly Award for PSA excellence); Blink with Adam & Eve, Santa Monica (1 Gold); TDA_Boulder (1 Bronze); New York shops R/GA (1 Silver), Droga 5 with MJZ (1 Silver), Strawberry Frog with MJZ (1 Silver), and BBDO NY (1 Bronze).
Additional global agencies that received ANDYs are CLM BBDO (Paris); Ogilvy Beijing; Axis Animation (Glasgow); Publicis Conseil and WizzProd (Paris); The Glue Society (Sydney) with AMV BBDO (London); Loew-SSP3 (Bogota); SapientNitro (London); and Party Inc. (Tokyo).
“Footprint”
The Richard T. O’Reilly Award for outstanding Public Service campaign was awarded to MUH•TAY•ZIK | HOF•FER for “Made In A Free World — Slavery Footprint,” a website for client Call + Response, an anti-slavery organization founded by activist Justin Dillon and funded by the U.S. State Department. The objective of the program is to illuminate the fact that (unbeknownst to most people) more slaves are still bought and sold than at any point in history, and to show the direct connection between consumers and the underlying slavery in their supply chains.
The awareness campaign consisted of a Slavery Footprint interactive, animated web survey made educational and inventive (appearing on the website www.slaveryfootprint.org) that was completed by more than two million people in the first two months to determine “How many slaves work for you”? A mobile app was created in addition to social media marketing so that participants could share their results on Facebook and Twitter.
Glenn C. Smith Award
A repeat Glenn C. Smith winner, The Miami Ad School has again triumphed, taking home the Gold for the best student-submitted work at the ANDYs.
The winning campaign, called “Keep the Meter Running,” produced by the Schools’ San Francisco branch, was created to build awareness of the Homeless Youth Alliance (a small, local homeless youth shelter that lost funding this year). In San Francisco, the Sit & Lie law prohibits anyone from sitting or lying in public for more than three minutes at a time, moving along homeless people without offering alternative solutions. The student team created something of a “sit in” of their own — placing a bed in a paid parking spot to circumvent the law and create a legal resting space to promote the cause and the HYA’s mission. In one week, with just a bed, $108 in quarters and extensive national publicity, “Keep the Meter Running” raised $43,000 nationwide for HYA to build beds for its shelter.
Of the overall lineup of winners (click here for a full rundown), Bob Greenberg, ANDY Awards chairman, and chairman/CEO/global creative officer of R/GA, said, “It’s great to see such an evolution in the work submitted this year. The consumer landscape is changing and we as agencies need to strive to build things that address this shift in behavior in innovative ways.”
The ANDY Show & Party was held at Good Units in the Hudson Hotel in New York City. The ADVERTISING Club is the facilitating sponsor of The International ANDY Awards.
