Wieden + Kennedy Portland's Old Spice "Responses" campaign picked up the top Grandy prize at the annual 2011 Andy Awards last night in New York. The campaign starred the brand's The Man Your Man Could Smell Like in a huge social media push that involved the on-the-fly creation of 186 personalized YouTube video responses to fans' online comments. "Responses" also earned Gold in the Andy's RESET category, which honors innovation, as did the original spot that started it all, in the TV spots and integrated campaign categories.
Wieden was one of the night's top agency winners, earning eight Andys. Also among its prizes were Gold for the New York office's 2010 FIFA World Cup ESPN "One Game Changes Everything" effort, and for Nike's "Write the Future," out of Amsterdam.
The agency tied with the Y&R network, which also took home eight awards, including Golds for BBC Sports' animated "Winter Olympics" spot out of RKCR/Y&R, Prolam Y&R's "Anniversary" radio campaign for Wasil and Y&R Paris' Marine Animals print effort for the Surfrider Foundation
Leo Burnett topped the most awarded shops list with ten Andys, including Gold for the "Monkey" music video for WWF/Ben Lee, out of Sydney, and Silver for its "Fear No Joy" print campaign out of Hong Kong and the Toronto office's James Ready Beer cap campaign.
Other Gold winners include Forsman & Bodenfors' "Homemade is Best" baking book, Chris Milk and Aaron Koblin's digital efforts The Wilderness Downtown and The Johnny Cash Project, created out of @radical.media, Gatorade's Seasons 2 and 3 of Replay out of TBWA/Chiat/Day/L.A. and EuroRSCG N.Y.'s Dos Equis' "Ice Fishing" spot.
For the full list of winners, check out the International Andy Awards site.