The 2011 International ANDY Awards, now in its 47th year, tonight announced and honored this year’s winners for exceptional creative accomplishment during a gala ceremony at The Times Center in New York City. The global advertising show’s top honor, The GRANDY, has been awarded to Wieden+Kennedy in Portland in the RESET category for its humorous, engaging “Response” campaign for Old Spice Premium Body Wash. The winner receives a $50,000 cash award, the GRANDY championship ring, and acknowledgement as Best in Show. The ANDY Show & Party represents the first show of the season and helps set the stage for subsequent winners in the advertising awards circuit.
In a continuation of the success of its “The Man Your Man Could Smell Like” for Old Spice, Wieden + Kennedy sought to develop a program whereby the famously suave Old Spice man could engage with fans on a more personal level. The campaign created real-time branding for the character in which he recorded 186 personalized YouTube messages in response to consumers over the course of several days, ultimately viewed 60 million times online, making it one of the most popular interactive campaigns ever.
Networking
The agency networks that won the most 2011 ANDY awards are:
o Leo Burnett, with a total of 10 awards (one Gold, three Silver and six Bronze) for Sydney, Hong Kong, Toronto, Istanbul, Buenos Aires and Madrid.
o Wieden + Kennedy, with a total of eight awards (winning six Gold –the most of any agency–which also includes the GRANDY, and two Silver) for New York, Portland and Amsterdam.
o Y&R, also winning eight awards (four Gold, two Silver and two Bronze) for Paris, London, Santiago, Singapore, Johannesburg, and Brisbane.
o DDB, taking home seven ANDYs (one Gold, three Silver and three Bronze) for Shanghai, London, Stockholm, Paris and Sao Paulo.
o Publicis, Euro RSCG and Goodby Silverstein & Partners each winning four awards. Publicis was awarded one Silver and three Bronze for Paris and Sydney; Euro RSCG took home three Gold and one Silver representing NY and Paris; and Goodby, based out of San Francisco, won one Silver and three Bronze.
Shops in New York winning three ANDYs include R/GA (one Gold, one Silver, one Bronze); @radical.media (three Gold), and BBH NY (one Silver and two Bronze). TBWAChiatDay Los Angeles also won three ANDYs (a Gold and two Bronze). Saatchi & Saatchi, Droga 5 and Human, all in New York were each honored with two ANDY awards (one of Saatchi’s wins was The Richard T. O’Reilly Public Service Award).
Public service
The Richard T. O’Reilly Award, given annually for outstanding Public Service campaign, was presented to Saatchi NY for Devin and Glenn, a web film on behalf of the political campaign to oppose Prop 8 supporting last year’s gay marriage/equal rights amendment. Furlined, of Santa Monica was a joint winner partnering in the creation of the video, which was directed by Speck/Gordon.
The film, oriented more to a public relations effort than traditional advertising, was designed to renew conversation and strengthen buzz about this issue as judges were deliberating the proposition. It approaches the subject under the comedic premise that if you disagree with the homosexual lifestyle, then you should support gay unions to condemn a couple to the lifetime misery of marriage. Devin and Glenn received more than 35 million impressions online as well as extensive publicity coverage.
Glenn C. Smith Award
For the first time, The Berghs School of Communication, Stockholm, Sweden, won the Glenn C. Smith Award, the ANDY Awards’ Student Competition. The campaign, in the digital category, was designed to promote the School’s Interactive program via a Twitter-based effort. Participants paid with a tweet to be part of a global Twitter artwork — the more followers they reached, the larger their photo in the frame. The humorous “Don’t Tell Ashton” title implored that if he knew about the program, his Twitter prowess would enable his photo to dominate the artwork.
For a full rundown of ANDY honorees, log onto www.andyawards.com.
