In Replay, Gatorade restaged well-known high school sports rivalries 15 years after the fact.
Replay, an integrated Gatorade campaign from TBWA\Chiat\Day, Los Angeles has won the Grandy prize at the 2010 International ANDY Awards in New York last night.
Launched online last May, the doc-style branded content series restaged classic games between high school sports teams 15 years after the fact. Originally conceived as five webisodes (produced by Caviar Content), the show was picked up by Fox Sports Net in the fall and is now in its second season.
Inspired by a statistic that only three in 10 adults over age 30 exercise regularly, the campaign was designed to rekindle the athletic instincts for those in that demographic. Replay was awarded the Grandy in the Earned Media category and has generated 154 million online impressions since its debut.
In total, ANDYs jurors awarded 21 gold, 13 silver and 11 bronze prizes. JWT and Leo Burnett were the top-winning agency networks with six awards each, followed by Euro RSCG with five, TBWA with four and DDB with three.
Gold-winning TV work included Euro RSCG, New York's popular The Most Interesting Man in the World campaign for beer brand Dos Equis; Publicis Mojo, Sydney's unusually subtle beer commercial "Pure Waters" for James Boags Draught and Euro RSCG, Paris' action-packed "Closet" ad for French broadcaster Canal+.
We Choose The Moon, The Martin Agency's virtual, real-time recreation of the Apollo 11 moon mission for the John F Kennedy Presidential Library picked up a gold in the public service category, while BBH, London's single-take "The Man Who Walked Around the World" spot for Johnnie Walker nabbed gold in the long-form category.
Leo Burnett, Chicago's Tampax film "Zach Johnson", directed by Smuggler's Randy Krallman, scored three gold awards for video/cinema direction and branded content, respectively, while Leo Burnett's London office picked up gold in the integrated category for Shelter "House of Cards". Cummins Nitro, Melbourne's Best Job In The World campaign for Tourism Queensland, a big hit on last year's award circuit, also won a gold for branded content.
Three new categories were introduced this year. TBWA\Hunt\Lascaris, Johannesburg's The Trillion Dollar Campaign for The Zimbabwean Newspaper won gold for Earned Media; Goodby, Silverstein & Partners, San Francisco picked up gold in the Best Program to Make People's Lives Better category for Hyundai Assurance. Crispin Porter + Bogusky's Twelpforce campaign for Best Buy meanwhile won a gold for RESET, which recognizes unique thinking and unusual approaches.
Wieden+Kennedy, Portland's Chalkbot campaign for the Nike Livestrong Foundation won the Richard T O'Reilly Award for Public Service. The campaign gave web users around the world the chance to chalk the roads along the Tour de France route with messages of hope in the fight against cancer. The agency used a robotic chalker - or Chalkbot - to deliver 36,000 messages during the 25 day event.
In the student competition, an idea from the Miami Ad School Europe in Hamburg won the The Glenn C Smith Scholarship prize for the second consecutive year. The award was given in the Branded Applications category to Bjorn Borstelmann and Thibault Gerard for The Voiceipt Campaign for The Swedish Tax Agency.
This year's ANDY Awards were co-chaired by former JWT chief creative officer Ty Montague and Big Spaceship founder Michael Lebowitz, who sought to inject new life and buzz around the showcase by crowdsourcing this year's jury through the Elect The Jury campaign.
"I'm so proud of how the ANDYs reinvented itself this year. As a first for any advertising awards show, we engaged the community to Elect the Jury," Montague said in a statement. "The process provided us with a fresh mix of talent to evaluate the submissions in all categories and mediums."
For the complete list of winners, visit the Andy Awards site.
Sunday, April 11
Gatorade campaign wins top honors at ANDY Awards - Boards