The 2013 International ANDY Awards, now in its 49th year, announced this year’s winners for outstanding creative accomplishment. The global advertising show’s most prestigious honor, The GRANDY, has been awarded to R/GA and Nike+ for their innovative user experience design for the Nike+ FuelBand in the Mobile or Wireless Campaign category, in addition to two more Gold awards for the campaign.
As the GRANDY winner, R/GA and Nike+ receive the GRANDY championship ring, recognition as Best in Show, and a $50,000 cash award. As the first show of the advertising awards season, The ANDYs traditionally predict many subsequent winners in the advertising awards circuit in the year ahead.
The ANDY Awards Show and Party took place on Tuesday, March 19th at the British Academy of Film and Television Arts during Advertising Week Europe in London. Sponsors included Microsoft and the London Evening Standard.
A collaboration between R/GA and Nike+, the GRANDY “Nike+ FuelBand” winner used product innovation as a framework for advertising. There has never been a way to measure activity, and Nike wanted to change that. R/GA designed the entire user experience for this device that tracks daily activity using a universal metric – Fuel- from the tagline “Counts” to the social engagement platform. Data visualizations show where users were most active daily, weekly, monthly and beyond, utilizing Bluetooth technology to sync the Fuel wirelessly to the user’s platform of choice. The FuelBand provides a new framework for all Nike+ products and services, tying them together into a connected ecosystem. Credits listed below.
Leo Burnett Tailor Made (São Paulo) “My Blood is Red & Black” campaign for Vitoria F.C. received the coveted Richard T. O’Reilly Award for Outstanding Public Service Campaign and a $10,000 cash prize. The campaign raised international awareness for the lack of donations to Brazil’s blood banks by removing the red stripes in the Vitoria F.C.’s uniforms. Blood donations increased by 46 percent in Brazil as a result of the campaign.
The Top Winners
The agency networks that won the most 2013 ANDY awards are:
• Leo Burnett, with a total of 17 awards (6 Gold, 9 Silver, 1 Bronze, 1 PSA) for London, Bangkok, São Paulo, Mumbai, Hong Kong and Milan;
• Wieden + Kennedy, with a total of 11 awards (6 Gold and 5 Silver) for Portland, New York and São Paulo;
• BBH, taking home 11 ANDYs (6 Gold, 3 Silver and 2 Bronze) for New York and London;
• Young & Rubicam, winning 7 awards (5 Gold, 1 Silver and 1 Bronze) for Dubai, Malaysia, New York and Mexico City;
• R/GA, winning 3 (3 Gold, one of these being the GRANDY Award) for New York;
• Pereira & O’Dell, taking home 3 (3 Gold) for San Francisco;
• JWT, taking home 3, with 2 Silvers for Shanghai and 1 Bronze for New York;
• TBWA HAKUHODO, winning 3 (1 each of Gold, Silver and Bronze) for Tokyo;
• CHI & Partners, winning 3 Silver awards;
• MJZ, winning 3 (1 each of Gold, Silver and Bronze).
Agencies winning 2 ANDYs each were Forsman & Bodenfors (1 Gold and 1 Silver), AKQA (2 Silver), Barton F. Graf 9000 (1 Gold and 1 Silver), Publicis Conseil (2 Silver), Draftfcb (1 Gold each for New York and Auckland), McCann India (1 Silver and 1 Bronze) and McCann Erickson (1 Gold and 1 Silver for New York).
Other U.S. winners include Kirshenbaum Bond Senecal + Partners (1 Gold), BBDO (1 Bronze), Amusement Park Entertainment (1 Bronze), Crispin Porter + Bogusky Boulder (1 Bronze), The Martin Agency (1 Gold); DDB New York (1 Bronze), Arnold Worldwide (1 Bronze), The Walt Disney Company (1 Bronze) and Grey Group (1 Gold).
Additional global agencies that received ANDYs are Marcel (Paris), Mistress (Venice), Mother (London), Steam Films (Toronto), Del Campo Saatchi (Buenos Aires), Juniper Park (Toronto) and amvbbdo (1 Bronze, London).
“The work this year was markedly different and inventive. Today marketers need to deliver relevant and engaging content that’s meaningful to consumers. Agencies that are agile, create unconventional strategies and leverage the new consumer landscape will successfully drive innovation, and ultimately move our industry forward creatively. The winning work certainly reflected these attributes,” said Bob Greenberg, ANDY Awards Chairman, and Founder, Chairman and CEO of R/GA.
The 2013 ANDYs jury, comprised of the best creative talent in the world, convened in the vibrant and exciting city of São Paolo, Brazil, to determine the most exceptional ideas, creativity and innovation. The week of judging included thought leadership sessions, brainstorms and fun, interactive events meant to inspire the judges’ creative thinking.
Nike+ FuelBand Credits
Alan Donnelly (Senior Producer); Avery Holden (Executive Producer); Ayca Akin (Interaction Design Director); Brian Addison (Quality Assurance Analyst); Can Misirlioglu (Executive Creative Director – Digital Studio); Cesar Marchetti (Creative Director); Chris Thorwarth (Sr. Technical Team Lead & Solutions Architect); Daniel Katz (Technical Team Leader); Elad Katz (Technology Team Lead/Solutions Architect); Ellen Pai (Senior Visual Designer); Evan Maranca (Copywriter); Fernando Mazzon (Senior Software Engineer); Gaurabh Mathure (Associate Creative Director – Interaction Design); Guy Helson (Senior Producer); Ian Spalter (VP Product Design); Jennifer Allen (VP Managing Director); Justin Blinder (Software Engineer); Karen Molye (Sr. Quality Assurance Engineer); Keith Byrne (Associate Creative Director Copywriter); Kirill Yeretsky (Creative Director – Digital Studio); Leslie Chong (Quality Assurance); Mark Voelpel (Executive Creative Director and CG/Motion Supervisor); Melissa Frost (Junior Visual Designer); Mike Klimkewicz (Senior Producer); Niall McCormack (Senior Software Engineer); Nick Coronges (VP Technology/Strategy); Noel Billig (Executive Creative Director – Technology); Noelle Newbold (Senior Visual Designer); Pablo Bergez (Senior Software Engineer); Ray Sison (Art Director); Robert Carlsen (Sr. Software Engineer/Solutions Architect); Sune Kaae (Senior Technical Director); Tara Greer (Executive Creative Director – Interaction Design); Wade Convay (Executive Creative Director – Visual).
About The ADVERTISING Club of New York
The ADVERTISING Club of New York is the premier organization for all advertising and marketing professionals in New York. Founded in 1896, the AD Club offers its members a forum to exchange ideas, make connections and honor excellence. The AD Club’s Foundation provides students numerous educational outreach programs that give back to build a stronger and more diverse advertising and marketing community. The Club is the facilitating sponsor of the International ANDY Awards, (www.andyawards.com), which acknowledge outstanding creative achievement around the world in the field of advertising. For more information, visit The AD Club’s website:www.theadvertisingclub.org.
—SHOOT Publicity Wire