The Chip Shop Awards are coming to the US for the first time, and The Drum has chosen distinguished creative Danielle Trivisonno-Hawley as one of the inaugural jurors. She shared her thoughts on what’s missing from advertising and offered a look at her expectations for the creative contest this fall.
Humor remains one of the most effective ways for marketers to engage audiences on an emotional level. Some brands love injecting a dose of fun into their campaigns, even suggesting people urinate on their ads.
Not all brands take this irreverent approach. Danielle Trivisonno-Hawley, Possible's chief creative officer of the Americas, questioned whether advertisers have lost their funny bone in a world where stressed out people could use a laugh.
“While it’s obviously important to use brand platforms for good, I also think the world needs to laugh more,” said Trivisonno-Hawley. “I came up in the time of advertising when everything was just really, really funny. We’ve gotten so serious, haven’t we? At the end of the day, humor represents humility and that’s what connects us all no matter what side of the fence you sit on.”
A relentlessly innovative professional, Trivisonno-Hawley joined Possible in 2009 as associate creative director and helped to transform the agency from a web development shop into the full-service digital agency it is now. Previously, she wrote for advertising firm Creature, honing her creative skills while winning awards along the way.
Now, she is gearing up for The Drum’s Chip Shop Awards, which are designed to bring out the wild side of the marketing industry. Pure, unadulterated creativity is all the judges are looking for, and as the contest’s US chair, Trivisonno-Hawley is hoping to use the venue to showcase the importance of creativity in in the industry.
“The role of creativity is more important than ever – and it’s changing in a big way. Creativity is no longer relegated to the creative department,” she said. “We need everyone in every discipline thinking creatively, whether they work in data sciences or in the back office account. When you’re in the creative transformation business, that philosophy is paramount to being able to do work for a modern audience.”
After a successful and entertaining competition last June in the UK, the Chip Shop Awards is coming to the US for the first time ever, and it is going to showcase a whole new slate of entries.
Asked what she will be looking for in the submissions, Trivisonno-Hawley said: “I’d love to get to the heart of what consumers really want. So often award shows praise work that’s made for people in advertising. Let’s get back to who we’re really meant to serve.”
Anyone can enter the awards, so whether you want to feature a campaign for a nonexistent product, recreate another company’s ad or pitch your idea for your dream employer, there’s no reason not to try.
The deadline for The Chip Shop Awards US is August 30 and will take place on September 24 in New York.