Taking Home the Gold: The International Andy Awards Honors TBWA\CHIAT\DAY L.A Gatorade “Replay” Campaign with Grandy Award (Best in Show)

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The Win, in First-Time Category “Earned Media,” Reflects New Direction and Expanded Definition of Advertising. Top Winners for Best Work by Global Networks are JWT, Leo Burnett, EURO RSCG, and TBWA

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once an athlete, always an athlete.

The 2010 International ANDY Awards, one of the most prestigious global advertising awards shows that redefined the rules this year through a first-time crowd-sourced jury and future-driven category offerings, announces its winners tonight for most outstanding creative work. The GRANDY, the ANDY’s top honor as Best in Show, has been awarded to TBWAChiatDay Los Angeles in “Earned Media,” a brand new category, for its buzzworthy, integrated campaign “Replay” for Gatorade. The ANDY Show & Party, the first show of the season that sets the precedent for all subsequent shows, takes place this evening at The Times Center NYC in New York City. The show is now in its 46th year.

The winner of the GRANDY Award receives a $50,000 cash award, the GRANDY championship ring, and acknowledgement as Best in Show. The idea behind GRANDY winner “Replay” was in response to the fact that only 3 in 10 adults over the age of 30 exercise regularly and how this related to the current market position of Gatorade. The program was designed to reignite the athletic spark for those in this age group and allow them to prove that “once an athlete, always an athlete.” The event-driven campaign leveraged Gatorade’s ability to fuel a second chance for high school teams to reunite and replay the biggest high school game of their lives…. 15 years later. “Replay” originated with an online, five-episode documentary film in spring 2009, followed by a documentary TV series that launched in the fall on Fox Sports Net. In addition, the level of publicity for this campaign was enormous, generating 154 million online impressions and a great deal of world-of-mouth nationwide.

Creative Credits for Replay from TBWAChiatDay Los Angeles: Global Director of Media Arts: Lee Clow; Chief Creative Officer: Rob Schwartz; Group Creative Director/EP: Jimmy Smith; Writer/Creator/ACD: Brent Anderson and Steve Howard; Snr Producer/EP: Brian O’Rourke; Associate Producer: Tim Newfang; missionG.com Creators: Donna LaMar, Javier Castillo, Paul Nguyen. Partner agencies include: Fleishman-Hillard, Paragon Marketing Group, and Caviar Content.

“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,’ says Ty Montague, Co-Chairman, of the ANDYs. “The process provided us with a fresh mix of talent to evaluate the submissions in all categories and mediums. As well, some of the new categories, such as ERM (Earned Media), PMLB (Best Program to Make People’s Lives Better), and RESET, awarded unique thinking and unusual approaches, acknowledging how the industry is moving forward. We were also excited to experience Final Judging in New Orleans, underscoring the importance of ‘giving back’ through an art auction with the Make It Right Foundation that is rebuilding the Lower 9th Ward devastated by Hurricane Katrina. All in all, an exceptional year for the ANDYs – which continues to set the tone for the awards show season.”

The Big Winners

The agency networks that took home the most ANDY awards for 2010 are:

  •     JWT, with a total of 6 awards (2 in New York, 1 each in London, Milan, Shanghai and Santiago);
  •     Leo Burnett, with a total of 6 awards (2 in the UK, 2 in Chicago and one each for Toronto and Lisbon:
  •     Euro RSCG, with 5 awards (3 for BETC Euro RSCG in Paris and 2 for New York);
  •     TBWA, winning 1 in Los Angeles and 2 in Johannesburg, plus receiving the coveted GRANDY for a total of 4;
  •     DDB, taking home 3 awards, for Stockholm, London and Sao Paulo.

Other agencies winning ANDYs include Wieden + Kennedy in Portland (2, with one of these the Richard T. O’Reilly Award for public service); Crispin, Porter + Bogusky winning 2 ANDYs out of the Boulder office; Goodby Silverstein + Partners winning 2 awards; and BBDO taking home 2, one each for New York and San Francisco.

Additional global and U.S. agencies that took home ANDYs included SapientNitro Queensland, Publicis Sydney, Mother London, TAXI Toronto, Ogilvy Paris, Forsman Bodenfors Gothenburg, Y&R Dubai, Johannes Leonardo NYC, The Martin Agency in Richmond, Arnold Boston, Boone Oakley in Charlotte, Anomaly NYC, and AKQA in Washington D.C.

Doing Good, Creatively

The Richard T. O’Reilly Award for Public Service was awarded to Wieden + Kennedy, Portland, in the RESET media category for Public Service, for its Chalkbot campaign for the Nike Livestrong Foundation. Following the Tour de France tradition of chalking the roads with messages of encouragement for riders, Livestrong and the Lance Armstrong Foundation took the concept one step further, utilizing the roads as a huge canvas for chalk messages of hope in the fight against cancer.

Chalkbot messages were seen around the world through SMS, web banners, Twitter and the WearYellow.com website. Over the course of a month, Chalkbot received more than 36,000 messages; thousands were printed during the 13 stages of the Tour de France over several thousand miles during the 25- day event, with more than 4,000 Twitter followers supporting the program.
Creative Credits: Creative Director: Danielle Flagg and Tyler Whisnand; Art Director: James Moslander and Adam Heathcott (W+K); Copywriter: Marco Kaye.

Miami AD School Europe Wins Glenn C. Smith Scholarship Second Year in Row

The Glenn C. Smith Scholarship, presented annually as part of the ANDY Student Competition, was won by The Miami AD School Europe out of Hamburg for the second year. The award and scholarship was bestowed in the Branded Applications category for The Voiceipt Campaign for The Swedish Tax Agency.
Creative Credits: Art Director: Bjorn Borstelmann and Thibault Gerard; Copywriter:
Henrik Dufke.

The school in Hamburg also won two additional Silver ANDYs, and the Miami branch and Minneapolis school took home a Gold and Bronze, respectively. The School of Visual Arts in New York City and The Creative Circus in Atlanta each won a Bronze award in the student competition.

The ADVERTISING Club (http://www.theadvertisingclub.org) is the premier organization for all communications professionals in New York. The Club, founded in 1896, offers its members a forum to exchange ideas, make connections, and honor excellence. The Club’s Foundation provides students numerous educational outreach programs that give back to build a stronger and more diverse advertising and marketing community. The Club is the facilitating sponsor of the International ANDY Awards (http://www.andyawards.com), which acknowledge outstanding creative achievement in advertising around the world.


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Gayle Taryn
The Advertising Club
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