Andy Awards: Red Fuse Communications HK wins 2 silvers and Leo Burnett HK wins 1 bronze
Asia has picked up two silvers and one bronze at the 2015 International ANDY Awards. Red Fuse Communications Hong Kong’s two silver awards were for Colgate Palmolive’s “Turning Packaging into Education” for illustration and Leo Burnett Hong Kong picked up a bronze for The Salvation Army’s and Crown Locations “Gift Box” for package design.
The ANDY Awards gives its most prestigious honor, The GRANDY, to the agency that defines what it takes to be a bold leader without limitations. This year’s GRANDY has been awarded to Marcel for the Inglorious Fruits and Vegetables campaign in the Sustainability category.
Jury chair Colleen DeCourcy, partner/global executive creative director of Wieden + Kennedy, led the global jury in evaluating and recognizing the bravest creative work from around the world.
The 2015 ANDY Awards Show and Party took place on April 22nd at Marquee in NYC to honor each award recipient. Sponsors of this year’s show include: Amazon Media Group, Columbia Records, Post Factory NY, and Wieden + Kennedy.
As the GRANDY winner, Marcel receives the recognition as Best in Show and a $50,000 cash award. Being the first advertising award show of the season, the ANDYs predict subsequent shows throughout the year.
Each year, people throw over 300 million tons of fruits and vegetables away worldwide. Why? It is mainly because of their appearance. As the European Union made 2014 the year against food waste, Intermarché, the third largest supermarket chain in France, decided to try and change their customers’ perceptions of imperfect produce. Intermarché and Marcel launched “the inglorious fruits and vegetables,” a campaign to rehabilitate the fruits and vegetables by celebrating the beauty of the ridiculous potato, the hideous orange or the failed lemon.
The winner of this year’s coveted Richard T. O’Reilly Award for Outstanding Public Service Campaign, which includes a $10,000 cash prize donated to the charity, was Leo Burnett London for the Suffocation campaign. This powerful campaign to support charity Karma Nirvana, working in partnership with Cosmopolitan magazine, used a magazine cover wrap commonly found around women’s magazines to drive awareness of girls who have lost their lives to honor killings – girls like Shafilea Ahmed who was suffocated with a plastic bag by her parents for embracing western culture and bringing ‘shame’ on her family. An annual Day of Memory for the British victims lost to honor killings has been declared for July 14th.
The winner of the Glenn C. Smith Award and Scholarship, named in honor of a past ANDY Chairman and given to the Best in Show student winner, was Sungrok Choi from Sookmyung Womens University for the Scent Paint Project. Through this new painting concept, visually disabled people are provided an experience that allows them to distinguish the difference between various colors through the sense of smell.
For its 50th anniversary in 2014, The ANDYs introduced a new award category, the Bravery Awards, honoring the bravest marketers. This year’s winner was Intermarché for the Inglorious Fruits and Vegetables campaign in the Sustainability category.
Says DeCourcy: “The bravest work stands the test of time, breaks through, provokes change, creates an impact and reminds us of our humanity, and Intermarché really achieved that. With just one campaign, they successfully changed the perceptions of a large and diverse audience. Bravery and creativity are the linchpins of advertising, and we need marketers like Intermarché to keep pushing us in the right direction for a braver future industry.”
The Top Winners
- The agency networks that won the most 2015 ANDY awards are:
- Leo Burnett, with a total of 22 awards (1 Best of Show, 6 Gold, 13 Silver, 2 Bronze) for London, Toronto, Sydney, Milan, Sao Paulo, Hong Kong, and Chicago.
- adamandeveDDB, with a total of 8 awards (4 Gold, 4 Silver) for London.
- SS+K, with a total of 7 awards (4 Gold, 2 Silver, 1 Bronze) for New York.
- R/GA, with a total of 6 awards (1 Gold, 3 Silver, 2 Bronze) for New York, Los Angeles and London.
- BBDO, with a total of 6 awards (6 Bronze) for London, New York and Sao Paulo.
- Anomaly, with a total of 5 awards (1 Gold, 3 Silver, 1 Bronze) for New York.
- Wieden + Kennedy, with a total of 4 awards (4 Silver) with Passion Pictures and Somesuch for London and Portland.
- Red Fuse Communications Hong Kong (Y&R), with a total of 2 awards (2 Silver) for Hong Kong.
- DDB Canada, with a total of 2 awards (1 Gold, 1 Bronze) for Toronto.
- The Cyranos-McCann, with a total of 2 awards (1 Silver, 1 Bronze) for Barcelona.
- FCB BRASIL, with a total of 2 awards (1 Silver, 1 Bronze) for Sao Paulo.
- North Kingdom, with a total of 2 awards (1 Silver, 1 Bronze) for Stockholm.
Other winners include: Marcel (1 Gold), AKQA London & Shanghai (1 Gold), GPY&R Sydney / VML Australia (1 Gold), Herezie (1 Gold), ROSAPARK (1 Silver), Santo Buenos Aires (1 Silver), TBWA-Chiat-Day LA (1 Silver), Venables Bell & Partners (1 Silver), Mullen (1 Silver), Del Campo Saatchi & Saatchi (1 Bronze), Fallon (1 Bronze), 72andSunny (1 Bronze), Droga5 (1 Bronze), Barton F. Graf 9000 (1 Bronze), Deutsch (2 Bronze) and TBWA Paris (2 Bronze).
Student winners included Sookmyung Women’s University (1 Gold, 1 Silver, 1 Bronze), Fh Dortmund FB Design (1 Gold), SVA (1 Gold, 1 Silver, 1 Bronze), Miami Ad School / ESPM (1 Silver, 1 Bronze), Miami Ad School Europe (1 Silver, 1 Bronze), Westerdals School of Communications (1 Silver) and Filmakademie Baden-Württemberg (1 Bronze).
Says Gina Grillo, president & CEO of The AD Club of New York and The International ANDY Awards: “What continues to drive the ANDYs are the brave creatives who demonstrate the power that creativity can contribute for good. Whether that means an ad that raises awareness of a life-threatening issue or a campaign that aims to reduce global food waste, the best, most innovative work is always courageous. Colleen and the jury set the bar high for work that pushes boundaries and boldly goes places our industry have not been before.”
The 2015 ANDY Awards Jury was a collection of the greatest creative talent in the world, who came together in Costa Rica to deliberate over the best and bravest ideas from the past 12 months. Of the 22 judges, 32% were women, 32% were from outside the US and 36% were digital, bringing diverse perspectives together to evaluate the creativity and bravery of the entrants. See the full 2015 jury here.