Grey New York has won the top creative award of the year at the Annual Public Service Award Dinner for a Children’s Oral Health public service announcement (PSA).
The 61st iteration of the event was hosted by Stephen Colbert and was attended by over 1,400 prominent members of the media, advertising and corporate communities, raising an unprecedented $3.5m for the Ad Council.
The dinner was chaired by Laura Desmond, global CEO of Starcom MediaVest and chair of the Ad Council’s board of directors and was sponsored by IHeartMedia, Clear Channel and Facebook.
Gold, Silver, and Bronze Bell winners were chosen from among 40 PSA campaign entries launched in 2014.
Grey New York’s winning PSAs were humorous life lessons displayed how easy it can be to get kids to brush their teeth, directing parents to 2min2x.org to find games and facts on the importance of good dental care.
On winning the Gold Bell for Creative Excellence, Tor Myhren, worldwide chief creative officer of Grey, said: “At Grey, we believe creativity can solve the world's biggest problems. So we've loved partnering with the Ad Council and The Partnership for Healthy Mouths, Healthy Lives to help parents help their kids brush more often.
“The campaign message is simple: Parenting is hard, but helping kids brush for two minutes, twice a day is easier. We're delighted to receive this coveted honour, and more importantly we're thrilled this campaign continues to make an impact on kids' lives.”
The Silver Bell was awarded to Publicis Kaplan Thale, for its work on the Learning and Attention Issues campaign which directed concerned parents to Understood.org with a TV creative.
Merkley + Partners picked up the bronze bell for its work on the Safe Firearms Storage campaign which ran with the tagline “Lock It Up”.
Lisa Sherman, president and chief executive of the Ad Council, said: “Each year, our volunteer agencies produce compelling and groundbreaking creative. This year, the powerful work of our agencies has resulted in a significant impact on the health, education and well-being of families throughout the country.
“Congratulations to the creative teams at Grey, Publicis Kaplan Thaler and Merkley on their incredible work. We are proud and honored to present the teams with these well-deserved awards.”