The Worldwide ANDY Awards is the primary awards present of the season, and as such, it typically predicts what campaigns might come out on prime in the remainder of the awards exhibits. To show that time, the Promoting Membership of New York strapped a choose group of prime creatives to a lie detector check to have them in truth state the significance of the awards and perhaps journey them up alongside the best way as effectively.
The “Lie Detector Movie” is the marketing campaign movie for the ANDYs and in partnership with R/GA, seven prime trade artistic 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 carried out forward of the March 1 time limit 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 Artistic; and Tiffany Rolfe, international CCO, R/GA.
There have been a number of softball questions, together with: “In case you win on the ANDYs, do you count on that work to win at different exhibits?” and “Ever advised a consumer 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 really 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 advised a lot and elicited numerous laughter, however all apparently knew what they had been entering into, with Beresford-Hill even commenting, “Who would say no to a lie detector?”
The assessments 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 number 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 not 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 neighborhood 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 objective continues to be to acknowledge excellence within the work and spotlight the individuals doing the very best work.”
In November 2022, the Advert Membership partnered with R/GA as Rolfe grew to become 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 artistic officer, Ogilvy North America and former director of the VCU Brandcenter in partnership with the Membership/ Worldwide ANDY Awards.
“Profitable 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 very best concepts are surfaced by the largest artistic 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 really like the ANDY Awards—one jury seems at all the pieces, and there’s just one degree of award, which is gold,” Beresford-Hill advised Adweek. “I mentioned this whereas plugged into the lie detector check, and it was proven to be truthful, however I suppose it didn’t make for good video content material, so now I’ll simply say it as a quote”