The Worldwide ANDY Awards is the primary awards present of the season, and as such, it usually predicts what campaigns might come out on high in the remainder of the awards exhibits. To show that time, the Promoting Membership of New York strapped a choose group of high creatives to a lie detector check to have them honestly state the significance of the awards and perhaps journey them up alongside the way in which as nicely.
The “Lie Detector Movie” is the marketing campaign movie for the ANDYs and in partnership with R/GA, seven high trade inventive leaders submitted to the lie detector check to emphasise the significance of the awards, sweating out their solutions whereas tied to a machine. The movie and stunt had been achieved forward of the March 1 deadline for entry.
Within the practically three-minute movie, the creatives are hooked as much as a lie detector and requested questions across the ANDYs relating to their company’s work and the submission course of. Within the sizzling seat had been: Susan Fowler Credle, international chair, international CCO, FCB; Bianca Guimaraes, companion and ecd, Mischief; Chris Beresford-Hill, NA president and CCO, Oglivy; Tom Murphy, CCO NA, Wunderman Thompson; PJ Pereira; CCO and co-founder, Pereira O’Dell; Jaime Robinson, co-founder and CCO, Joan Inventive; and Tiffany Rolfe, international CCO, R/GA.
There have been a couple of softball questions, together with: “Should you win on the ANDYs, do you count on that work to win at different exhibits?” and “Ever informed a shopper their concept was good if you didn’t actually suppose so?” Others undoubtedly threw up pink flags, like baiting questions, together with “You’re Ogilvy’s CCO. Have you ever truly learn any of David Ogilvy’s books?” and “Have you ever ever tried to schmooze somebody judging your work?”
The faces on the creatives because the questions had been requested informed a lot and elicited a variety of laughter, however all apparently knew what they had been stepping into, with Beresford-Hill even commenting, “Who would say no to a lie detector?”
The checks had been administered at a studio in Brooklyn by licensed forensic psychophysiologist Jessica Freda and moderated by R/GA ecd, Chapin Clark.
The movie ends with relieved creatives in addition to a couple of truths, particularly that 90% of ANDY winners go on to win at different main exhibits and the promise of “win on the ANDYs and no less than one different main, or subsequent yr’s entry is on us.”
This yr’s awards present tagline extends the theme of the video, “Win early, it pays off.”
“We wish the group to understand the importance of the ANDY Awards and what it means within the award present panorama,” mentioned Gina Grillo, president and CEO of The Promoting Membership of NY + Worldwide ANDY Awards in an announcement. “Our purpose continues to be to acknowledge excellence within the work and spotlight the folks doing the most effective work.”
In November 2022, the Advert Membership partnered with R/GA as Rolfe turned the worldwide jury chair of the ANDY Awards. As well as, R/GA CEO Bob Greenberg’s Inspiration Sequence interview was launched, which was created and produced by Rick Boyko, former chief inventive officer, Ogilvy North America and former director of the VCU Brandcenter in partnership with the Membership/ Worldwide ANDY Awards.
“Successful on the ANDYs is one thing all creatives aspire to of their careers,” mentioned Rolfe in an announcement. “And this movie, amusement and all, is supposed to showcase that the ANDYs is the place the most effective concepts are surfaced by the largest inventive leaders in our trade. ANDYs is a predictor for what’s to return within the awards season. And that’s no lie.”
The creatives appeared to have enjoyable with the method, and all had been truthful in saying that the ANDY Awards result in extra awards.
“I like the ANDY Awards—one jury appears to be like at every thing, and there’s just one stage of award, which is gold,” Beresford-Hill informed Adweek. “I mentioned this whereas plugged into the lie detector check, and it was proven to be truthful, however I assume it didn’t make for good video content material, so now I’ll simply say it as a quote”
