BBDO India wins Bravery Award at 2017 ANDY Awards; McCanns named Network of the Year
BBDO India has won the prestigious Bravery Award at this years ANDY Awards. They collected the accolade for P&G India’s “Dads #ShareTheLoad” campaign.
The Advertising Club of New York’s 2017 International ANDY Awards announced this year’s winners overnight. The Bravery Award is annually awarded to a marketer for supporting innovative and courageous work.
Other regional highlights at the ANDYs included Hakuhodo Tokyo’s “Gravity Cat” winning 2 Golds and FP7/CAI’s “The Line Up Song” also winning Gold.
McCann Worldgroup swept this year’s show, being named Agency Network of the Year with a total of 23 awards, and McCann New York being named Agency of the Year with nine ANDYs and the Best in Show GRANDY Award for “The Field Trip to Mars.”
Leo Burnett was the show’s second largest winner with 18 awards. adam&eveDDB ranked in third place with eight ANDY awards. The Richard T. O’Reilly Award for Outstanding Public Service has been awarded to DAVID Buenos Aires for its “MANBOOBS4BOOBS” campaign for MACMA.
Silver ANDY winners were BBH Asia Pacific for Nike “Unlimited Stadium”; “Touchable Ink” for Thai Samsung/ Association for the Blind via J Walter Thompson Thailand and McCann Worldgroup Mumbai for “Dancing Letters” for the Maharastra Dyslexia Association. Bronze ANDY winners were Leo Burnett Manila’s who won 2 for their WWF “Iceberg” campaign in Out of Home; Beacon/Leo Burnett Japan for the East Japan Railway Company “Delicious Supplement” in Package Design and Leo Burnett Bangkok’s Total Access Communication Public Company for “Thank you for sharing” in the Web Advertising category.
This year’s jury was led by North American chief creative officer of Deutsch, Pete Favat, and made up of 24 of the global advertising community’s most respected creative directors from advertising organizations including: Anomaly, Shanghai; Lola MullenLowe, Madrid; Jung von Matt, Hamburg; AlmapBBDO, Sao Paulo; and J. Walter Thompson, India. In addition, representatives from pre and post production agencies like PRETTYBIRD and Framestore, as well as brands like Burger King were represented on the jury.
The Bravery Award winner is awarded to P&G India for its brave campaign “Dads #ShareTheLoad,” which raised an important question ‘Is laundry only a mother’s job?’ In this social movement, every father was made the center of change to end gender inequality at home by shining a mirror at their actions that propagate gender inequality. The movement was led by a poignant film about a dad’s self-realization and conversion about roles and responsibilities within the home, and about setting the right example by helping with laundry. Garnering over 50 million views in under 15 days, it became India’s most viewed viral ad. The work was created for brand Ariel by BBDO Mumbai.
Says Favat on this year’s winners: “Our jury set out to award the bravest ideas, which we, as an industry, strive to produce. We are in alignment with Cannes Lions alongside Badger and Winters’ chief creative officer Madonna Badger on the need to ban work that reflects gender bias as well as the #womennotobjects initiative. We feel confident that this year’s winners respectfully portray both men and women.”
Says Gina Grillo, president and CEO of The Advertising Club of New York, and The International ANDY Awards: “As the first show of the 2017 award show season, and one with a slightly accelerated eligibility timeline, the ANDYs prides itself on its ability to predict award season favorites. This year, we have identified 10 frontrunners to watch that have not yet been eligible for other major award shows and which, we believe, have a high likelihood of becoming serial award show winners over the coming season.”
Select predicted winners include:
My Mutant Brain, MJZ
IKEA: Cook This Page, Leo Burnett, Toronto
Midnight, TBWA\ Media Arts Lab
The Line Up song, FP7/CAI
Come Together, adam&eveDDB
The Box That Keeps Giving, McCann New York
Time Is Precious, Wieden+Kennedy Portland
GRAVITY CAT, Hakuhodo Inc. / TOHOKUSHINSHA FILM CORPORATION
Burger King Burning Stores, DAVID The Agency
The World’s Biggest Asshole, The Martin Agency
The GRANDY winner “The Field Trip to Mars” was a first-of-its-kind “group VR” experience created by McCann New York for client Lockheed Martin in which the windows of a seemingly ordinary school bus transformed to take riders on a tour of the Martian surface. Cutting-edge technology created a “1:1 relationship” between Earth and Mars. The recipient of this honor is awarded a $50,000 cash prize.
Glenn C. Smith Award goes to Brazilian students for “Sh**ty Candidates. This campaign encouraged residents to collect their dog poop (a city-wide problem) and align it with the sh**tiest political candidates. This award includes a $10,000 scholarship.
The Richard T. O’Reilly award recognizes a public service campaign, which urges women to check their breasts to help prevent breast cancer. As female breasts are typically censored on social media due to nudity policies, “MANBOOBS4BOOBS” creatively solved the problem. This award comes with a $10,000 donation to the non-profit organization.
In an industry first, The International ANDY Awards, with the help of Corporate Partner Amazon Media Group, is setting out to announce winners and deliver awards globally. In conjunction with this press announcement of the 2017 ANDY Winners, winners will learn if they won gold, silver or bronze ANDYs by delivery in a custom branded Amazon brown box, complete with the ubiquitous smile as well as the ANDYs’ logo. The ANDYs global community will feel united in this shared moment of celebration round the ideas that made it not only through the advertising gauntlet, but the show’s tough judging process.