The Advertising Club of New York’s 2017 International ANDY Awards, the first advertising creative award show of the season, have announced this year’s winners, with McCann Worldgroup sweeping this year’s show.
McCann was named Agency Network of the Year with a total of 23 awards, and McCann New York was named Agency of the Year with nine ANDYs and the Best in Show GRANDY Award for “The Field Trip to Mars.”
Leo Burnett was the show’s second largest winner with 18 awards, and adam&eveDDB ranked in third place with eight awards. The Bravery Award, which is annually awarded to a marketer for supporting innovative and courageous work, has been awarded to P&G India for “Dads #ShareTheLoad” campaign. The Richard T. O’Reilly Award for Outstanding Public Service has been awarded to David Buenos Aires for its MANBOOBS4BOOBS campaign for MACMA.
This year’s jury was led by North American chief creative officer of Deutsch, Pete Favat, and made up of 24 respected creative directors from advertising organizations including: Anomaly, Shanghai; Lola MullenLowe, Madrid; Jung von Matt, Hamburg; AlmapBBDO, Sao Paulo; and J. Walter Thompson, India. In addition, representatives from pre- and post-production agencies like Prettybird and Framestore, as well as brands like Burger King, were represented on the jury.
The Field Trip to Mars, was a first-of-its-kind “group VR” experience created by McCann New York for client Lockheed Martin in which the windows of a seemingly ordinary school bus transformed to take riders on a tour of the Martian surface. Cutting-edge technology created a “1:1 relationship” between Earth and Mars. The recipient is awarded a $50,000 cash prize.
On this year’s winners, Favat stated: “Our jury set out to award the bravest ideas, which we, as an industry, strive to produce. We are in alignment with Cannes Lions alongside Badger and Winters’ chief creative officer Madonna Badger on the need to ban work that reflects gender bias as well as the #womennotobjects initiative. We feel confident that this year’s winners respectfully portray both men and women.”
Gina Grillo, President and CEO of The Advertising Club of New York, and The International ANDY Awards, added: “As the first show of the 2017 award show season, and one with a slightly accelerated eligibility timeline, the ANDYs prides itself on its ability to predict award season favorites. This year, we have identified 10 frontrunners to watch that have not yet been eligible for other major award shows and which, we believe, have a high likelihood of becoming serial award show winners over the coming season.”
The Bravery Award went to P&G India for Dads #ShareTheLoad, a social movement that was led by a poignant film about a dad’s self-realization and conversion about roles and responsibilities within the home, and about setting the right examples by helping with laundry.
The Glenn C. Smith Award went to Brazilian students for Sh**ty Candidates. This campaign encouraged residents to collect their dog poop (a huge problem) and align it with the sh**tiest political candidates. This award includes a $10,000 scholarship.
The Richard T. O’Reilly award, given to David Buenos Aires, recognizes a public service campaign that urges women to check their breasts to help prevent breast cancer. As female breasts are typically censored on social media due to nudity policies, MANBOOBS4BOOBS creatively solved the problem. This award comes with a $10,000 donation to the non-profit organization.
In an industry first, The International ANDY Awards, with the help of corporate partner Amazon Media Group, is setting out to announce winners and deliver awards globally. Winners will learn if they won gold, silver or bronze ANDYs by delivery in a custom branded Amazon brown box, complete with the ubiquitous smile as well as the ANDYs logo.
All the ANDY Awards winners can be seen on the ANDY Awards website.