A List Sunglasses + [PSA]

The ANDY Awards mocks stereotypical PSA campaigns in a cute, yet violent plea to end the senseless killing of great ideas

Great ideas are killed every day. The 2017 ANDY jury will stop at nothing to save them.

Lawyers? Focus groups? Last minute client feedback? If you’ve ever had an idea die an unnecessary death, the 2017 ANDY Awards call for entries is a must watch. The humorous, animated campaign, out of Deutsch’s New York office, mocks the stereotypical PSA-style campaign with an industry twist; because while we support fighting to save the whales, the ANDY Awards Jury is fighting to save great ideas while highlighting the show’s mission to raise the standard of craftsmanship, and as the first show of the season, setting the tone for the industry

But it wouldn’t be a mock PSA without gratuitous violence. In the first of three films animated by South Korean company Superfiction, we see a creative director trying to kill an idea unnecessarily — that’s when ANDY Jury member and Burger King SVP of Global Brand Management, Fernando Machado, steps in to save it in the nick of time; by ending the creative director’s life with his bare hands.

“It takes a lot to get a great idea through the advertising gauntlet,” says Gina Grillo, President & CEO of The ADVERTISING CLUB of New York and International ANDY Awards. “At its core, this campaign is about everyone in our industry – clients, creatives, lawyers, etc. – collaborating to be brave and stand up for creativity. Our hope is creative types everywhere will live vicariously through these scenarios and vow to fight harder for the ideas they believe in.”

“Experiencing the death of a brave idea is gut wrenching, but we’ve all been through it. Sadly, some people get used to it,” says Pete Favat, 2017 Chairman of the ANDY Awards and CCO of Deutsch North America. “Unfortunately, provocative ideas die in quiet, private places with no one watching. We want to expose the sometimes ridiculous reasons why these ideas die every day and hopefully put a stop to it. Maybe people will use these short films to help stop the insanity and produce braver work.”

Why? Because for more than 50 years, the International ANDY Awards have been the first to recognize the best and bravest ideas. So, have you been brave enough to defend your great ideas? If so, enter them into the 2017 ANDY Awards before January 13th. The first video of three is already up on the ANDY Awards’ website, and the call-for-entries campaign will be running from now through February , as videos, on social, and in banners.

CREDITS:
Animation Design: Superfiction
Animation: Anima Boutique
Concept: Deutsch New York