Awards season kicked off with a big win for TBWA Chiat Day L.A. with the agency's Replay campaign for Gatorade taking the Grandy at last night's Andy Awards in New York.
Replay, an integrated, event/branded content driven campaign saw Gatorade and TBWA reuniting two high school football rivals 15 years later. The agency followed the players for four months leading up to the game with documentary episodes appearing online and the game itself airing on Fox. The campaign won in the Andys' new Earned Media category.
The Zimbabwean Newspaper and TBWA Hunt Lascaris also won Gold in the Earned Media category for the Trillion Dollar Billboard campaign, which also won Gold in the Out of Home category. The Richard T O'Reilly award for public service went to Wieden + Kennedy Portland's Chalkbot campaign for Nike.
Other Andys Gold winners included:
In the Branded Content category: The Best Job in the World campaign for Tourism Queensland out of CumminsNitro Brisbane, Zach Johnson, a tale of a boy with girl parts for Tampax out of Leo Burnett Chicago (the campaign won another Gold for Direction), and Gatorade "Replay."
In the Reset category: Crispin Porter + Bogusky's Twelpforcefor Best Buy, and The Martin Agency's We Choose the Moon.
In the Make People's Lives Better category, Hyundai Assurance from Goodby Silverstein & Partners. In the TV category, Euro RSCG New York's "The Most Interesting Man in the World" campaign for Dos Equis, BETC Euro RSCG Paris' Closetfor Canal + (the spot won two TV Golds, for Media and Editing), and Publicis Mojo Sydney's Pure Waters for James Boag Draught.
In Long for Video Ads, BBH London's The Man Who Walked Around the World for Johnnie Walker.
JWT and Leo Burnett were the most winning agency networks, with six Andys apiece; EURO RSCG had five, followed by TBWA with four and DDB with three.
For full results, check the Andy Awards web site.