The GRANDY, the Best of Show honor topping the International ANDY Awards, was bestowed Wednesday (4/7) night upon Gatorade’s integrated “Replay” campaign out of TBWAChiatDay, Los Angeles. The awards ceremony gala took place at The Times Center NYC.
The GRANDY winner receives a $50,000 cash award and The GRANDY championship ring. The “Replay” concept grew out of the fact that only three in 10 adults over the age of 30 exercise regularly. The campaign was designed to reignite the athletic spark for those in this age group, allowing them to prove that “once an athlete, always an athlete.” The event-driven campaign leveraged Gatorade’s ability to fuel a second chance for high school players to reunite on their teams and replay the biggest high school game of their lives–15 years later. “Replay” originated with an online, five-episode documentary film in spring 2009, followed by a documentary TV series that launched in the fall on Fox Sports Net. In addition, a high-profile publicity push helped to generate 154 million online impressions and widespread word-of-mouth.
“Replay” also scored Gold in a new ANDY category, Earned Media. Production house was Caviar Content. The directing team for Caviar consisted of Kris Belman and Scott Balcerek.
Among the other Gold winners at the ANDYs was Wieden+Kennedy, Portland, Ore., which saw its Nike Livestrong Foundation “Chalkbot” initiative take the Richard O’Reilly Award for public service in the new RESET category for unique thinking and unusual approaches. Chalkbot was one of the key pieces of work contributing to W+K earning SHOOT‘s Agency of the Year honor in 2009 (12/11/09).
Following the Tour de France tradition of chalking the roads with messages of encouragement for riders, Livestrong and the Lance Armstrong Foundation took the concept one step further, utilizing the roads as a huge canvas for chalk messages of hope in the fight against cancer.
Chalkbot messages were seen around the world through SMS, web banners, Twitter and the WearYellow.com website. Over the course of a month, Chalkbot received more than 36,000 messages; thousands were printed during the 13 stages of the Tour de France over several thousand miles during the 25-day event, with more than 4,000 Twitter followers supporting the program.
The agency networks that took home the most awards in the 2010 ANDYs were: JWT, with a total of six awards (two in New York, one each in London, Milan, Shanghai and Santiago); Leo Burnett, also tallying six (two in the U.K., a pair in Chicago and one each for Toronto and Lisbon); Euro RSCG with five (three for BETC Euro RSCG in Paris, and two for N.Y.); TBWA totaling four (two in L.A. which included The GRANDY, and two in Johannesburg); and DDB copping three honors (Stockholm, London and Sao Paulo).
For a full rundown of ANDY winners, log onto www.andyawards.com. The Advertising Club is the facilitating sponsor of the International ANDY Awards.
A Nomination Tradition: DGA Award, Best Director Oscar Discrepancy Continues
The awards season norm has seen the nearly annual occurrence of at least one difference between the lineups of Best Director Oscar and the DGA Award nominees. In only five of the  77 years of the DGA Awards have the Guild nominations exactly mirrored their Academy Award counterparts. This time around Edward Berger and Coralie Fargeat are in line with the predominant history. Fargeat earned a Best Director Oscar nomination this week for The Substance (MUBI). Berger, who didn’t make the directorial Oscar cut, earned a DGA Award nomination for Conclave (Focus Features). Four of the five directors vying for the DGA Award and the Outstanding Achievement in Directing Oscar are in sync this year: Jacques Audiard for Emilia Pérez (Netflix) Sean Baker for Anora (Neon), Brady Corbet for The Brutalist (A24), and James Mangold for A Complete Unknown (Searchlight). On the flip side of tradition, if Fargeat were to win the directing Oscar, that development wouldn’t be aligned with but rather bucking history. Only eight times has the DGA Award winner not gone on to win the Oscar. That happened most recently in 2020 when Sam Mendes won the DGA Award for 1917 while Bong Joon-ho scored the Oscar for Parasite. Fargeat has already made a bit of history, scoring just the 10th Best Director Oscar nomination ever for a woman. The Substance is up for five Oscars--the other nominations being for Best Picture, Leading Actress (Demi Moore), Original Screenplay (Fargeat), and Makeup & Hairstyling (Pierre-Olivier Persin, Stephanie Guillon, Marilyne Scarselli). Even without a Best Director nomination, Conclave tallied eight Oscar nods--for Best Picture, Leading Actor (Ralph... Read More