Wieden & Kennedy's "Help with the Hard Part" campaign for Weight Watchers earned one of the top honors last night at the AICP Awards at New York's Museum of Modern Art, despite the client and agency parting ways since it aired.
At the production-focused show, whose winners become part of MOMA's permanent collection, three of the brand's ads from W&K, the Super Bowl ad "All You Can Eat," "My Butt," and "If You're Happy," won for Advertising Excellence/Campaign, one of the night's Best of Show awards. They were directed by Sam Brown of Imperial Woodpecker , Martin De Thurah of Epoch Films and John Hillcoat of Skunk U.S. respectively.
Weight Watchers split with W&K in March following the departure announcement of Weight Watchers North American president Lesya Lysyj.
Meanwhile Procter & Gamble's Always "#LikeAGirl" viral ad continued as an awards juggernaut, picking up the Best of Show honor for Advertising Excellence/Next Single Commercial. The ad, out of Leo Burnett Toronto, Chicago and London and Holler, was directed by Lauren Greenfield of Chelsea Pictures. It has already won big at the D&AD Awards and Webby Awards and is expected to do well at Cannes.
Earlier in the week at the AICP Next Awards, which honor multiplatform, channel-agnostic brand promotions, the Most Next honor (Best in Show) went to "Social Savvy Burglar" for Allstate, out of Leo Burnett Chicago, and directed by Jeff Tremaine of Helo.
Other integrated campaigns that fared well at the Next Awards included States United to Prevent Gun Violence's "Unload Your 401K" by Grey New York and Jordan's hat tip to Derek Jeter, "RE2PECT" by W&K New York. Honda's The Other Side through W&K London was honored as Next Viral/Web Film, alongside #LikeaGirl, and among the social campaigns awarded was Newcastle's Band of Brands Super Bowl ad through Droga5.
The most awarded production company in the AICP Awards was O Positive, with five honors, followed by Biscuit Filmworks, Caviar Content, Chelsea, and Smuggler, all of whom received three honors. David Shane of O Positive, known for his comedic ads for HBO through SS+K, was the most honored director. Wieden & Kennedy was the most honored agency, followed by Leo Burnett.