Sometimes two ideas shine equally in their brilliance. That’s what happened this year at the 4A’s Jay Chiat Awards. In an unprecedented move, the judges are honoring TWO entries to receive the coveted Grand Prix Award. And that decision is now carved in stone (actually in this case, marble). Droga5’s campaign on behalf of Puma Social: “For The Joy of Sport" and Lowe & Partners campaign on behalf of the Colombian Ministry of Defense Program Of Humanitarian Attention to the Demobilised (PAHD): “FARC | Operation Christmas” were both named Grand Prix winners of the 4A’s Jay Chiat Awards it was announced today at the association’s Strategy Festival in New York City.
Entered into the category of “Best Campaign for Existing Brand,” Droga5 recommended that its client Puma Social develop its first truly global brand strategy by leveraging their sporting heritage without turning its back on its lifestyle business. Their 360° communications plan promoted the idea of the “After Hours Athlete” and included television, movie, online, social media and retailer placement. “The Puma ‘For the Joy of Sport’ case was a brave step taken on both the client and Droga-’s part that will surely pay dividends,” said Jay Chiat Awards Chairperson and Chief Strategy Officer, McKinney, Andrew Delbridge.
Lowe & Partners’ campaign on behalf of the Colombian Ministry of Defense Program of Humanitarian Attention to the Demobilised (PAHD) “FARC | Operation Christmas” was entered in the category of “For Good.” The agency was asked to create an idea to demobilize one of the world’s oldest guerilla groups (FARC). The initiative used unconventional means to reach an unconventional audience who are beyond the reach of conventional media. The campaign aimed at the guerilla’s hearts during a vulnerable time of the year: Christmas. “Lowe’s work for the Columbian Ministry was not only brilliant but heroic,” said Delbridge. “Planners interviewed guerilla rebels to find insights that contributed to ending a 60-year war.”
“This year, there were simply brilliant ideas across the board,” added Delbridge. “For the Grand Prix winners, these were very different cases -- both incredibly genius pieces of work.”
From Nancy Hill, President-CEO, 4A’s: “These cases show the power of advertising and how it can change the world. The multi-dimensional aspects and varied touch points demonstrated by the Grand Prix winners reveal the scope of the industry and reinforces the reasons why we love doing what we do.”
The Grand Prix winners were chosen from the pool of 16 gold medal winners out of 68 short-listed nominees selected in August.
About the Jay Chiat Awards for Strategic Excellence
Previously called the 4A’s Awards for Account Planning, the awards were renamed in 2004 in honor of advertising legend Jay Chiat, who is credited with introducing the discipline of planning to the United States. In 2007, the awards began to accept international entries in an international category. In 2010, all categories were opened to international entries.
The awards are presented in recognition of planners who have developed strong and innovative insights, and seen their work evolve through creative that affects both the consumer and the business.
The Grand Prix, Gold, Silver and Bronze winners receive an award in the shape of a building block, symbolizing the discipline of planning as it relates to the advertising process. Gold, Silver and Bronze winners each receive a wood statuette; the Grand Prix award is created in stone.
About the 4A’s
The 4A’s (American Association of Advertising Agencies) is the national trade association of the advertising agency business and provides leadership, advocacy and guidance to the industry. The management-oriented association founded in 1917 helps its members build their businesses, and acts as the industry’s spokesperson with government, media, and the public sector. Its membership comprises virtually all of the large, multinational agencies and hundreds of small and mid-sized agencies across the country. More than 1,200 member agency offices served by the 4A’s employ 65,000 people, offer a wide range of marketing communications services, and place 80 percent of all national advertising. For more information, visit the 4A’s Web site, www.aaaa.org.