When did gold stars lose their luster as good-behavior rewards? Seems today's camcorder weaned kids deserve more. They need to instantly see themselves during that first potty visit or piano recital.
That's the advice that Leonard/Monahan, Providence, suggests in a handsome campaign for Polaroid aimed at parents. "It's an instant visual reinforcement, which kids seem to respond to more," says ACD/writer Kara Goodrich. Shot by Portland, Ore.'s Lars Topelmann, the wryly headlined ads, thankfully, don't take themselves too seriously. Would this work with adults? Credit ACD/art director Todd Riddle and CD David Baldwin.
Just what the industry needs, another awards show, right? Well, maybe the industry really needs this one. It's the just-announced International ECO-Awards, sponsored by the National Resources Defense Council. The noble contest goal is to honor outstanding examples of environmental advertising, design, media, art and advocacy.
Aiming to round up more than just PSAs with crying Indians, this competition will be on the lookout for work that "does the best job of honestly promoting environmental themes, ethics, issues and practices," says NRDC communications director Charles Fulwood.
While the contest is primarily geared for print work, there are categories for radio and television spots and campaigns. In addition to numerous advertising categories, the awards will honor publication design, collateral, direct mail, illustration, photography and multimedia.
The contest is being chaired by "Spinal Tap" auteur Rob Reiner and Robert F. Kennedy Jr., senior attorney for the NRDC. The judging panel includes a cross section of media and environmental types. Larry Kopald, executive creative director at Ketchum in Los Angeles and chairman of the Environmental Communications Organization (ECO), is on the panel, as is Ruth Wooden, president at The Ad Council, Alan Carroll, art director for the National Geographic Society and Carl Pope, executive director at The Sierra Club. And please take note-the NRDC will be making sure that no one gets away with bogus environmental claims.
The entry fee is $45, and the deadline is July 1, 1996. The winners will be announced in October. For more information on the competition, call Paula