ANDY Awards want to save ideas from being killed
We’ve all had great ideas killed in the process, many times unfairly. The International ANDY Awards wants your help in saving good ideas. In a fun animated promotion for the 2017 ANDY Awards, Deutsch New York came up with a PSA-style campaign to call for entries.
“Save the Ideas,” is a mock PSA that shows that great ideas in our industry are under attack and are being killed every day. In an animation by South Korean company Superfiction, we see a creative director trying to kill an idea unnecessarily – that’s when ANDY Jury member and Burger King SVP of global brand management, Fernando Machado, steps in to save it in the nick of time, snatching a cute idea away and saving it from the creative director (who was in a bad mood because of a phone call divorce notice). Machado’s animated character then throws the creative director out the window with his bare hands.
The animation is complemented on the ANDY Awards website as well, keeping the mock PSA going – you’d save the whales, so why wouldn’t you save ideas being senselessly killed every day because of numerous reasons: testing, more testing, bitter senior creatives, lazy creative directors, the client’s mother, the client’s husband, budget cuts, slow email responses, and any other reason you might conjure. There will be other short animations to promote the awards as the campaign continues.
The call to action ends with “This year the ANDY Awards judges are on a mission to defend great ideas. At all costs. Join us in protecting ideas – then enter yours into the 2017 ANDY Awards.” The cartoon jury is portrayed as a vigilante bunch, with weapons ready to defend great ideas to the death.
Now in its 53rd year, the ANDY Awards is upping its awards game, looking to raise the standard of craftsmanship, and as the first big show of the season, setting the tone for the industry and celebrating advertising bravery as well. The show named CCO of Deutsch North America, Pete Favat, its 2017 chairman and he and the Advertising Club of New York’s Gina Grillo have made strides in promoting the uniqueness of the show. The new “Save the Ideas” campaign is just one.
“It takes a lot to get a great idea through the advertising gauntlet,” said Grillo, President & CEO of The Advertising Club of New York and International ANDY Awards. “At its core, this campaign is about everyone in our industry – clients, creatives, lawyers, etc. – collaborating to be brave and stand up for creativity. Our hope is creative types everywhere will live vicariously through these scenarios and vow to fight harder for the ideas they believe in.”
Favat added: “Experiencing the death of a brave idea is gut wrenching, but we’ve all been through it. Sadly, some people get used to it. Unfortunately, provocative ideas die in quiet, private places with no one watching. We want to expose the sometimes ridiculous reasons why these ideas die every day and hopefully put a stop to it. Maybe people will use these short films to help stop the insanity and produce braver work.”
The call for entry for the 2017 ANDY Awards needs people to respond by January 13th. The first video of three is already up on the ANDY Awards’ website, and the call-for-entries campaign will be running from now through February as videos, on social media, and in banners.
CREDITS:
Animation Design: Superfiction
Animation: Anima Boutique
Concept: Deutsch New York