Awards entry season is upon us, and the North American Efffies has debuted a funny new campaign to remind us about what its show is really about -- results.
As boring as that can sound, it's what's meant to drive creativity in our industry. Agency Walrus leveraged its own skills -- and comedy -- to get that point across in a series of satirical vignettes that take the piss out of all the effort that goes into producing all those "convincing" case studies meant to sway awards show judges.
There's a laugh-out-loud scene where one numbers guy does some creative "math" to make less than impressive impressions look stellar, another ad in which an agency staffer takes the liberty to do some artful data re-interpretation, a scene from the studio that shows how much rides on the golden tones of a voiceover artist, as well as a high-drama moment at a computer art director's desk, where some art director types give a lot of thought to placement of publication logos (including that of yours truly).
The ads show that Effies judges (and likely those of other shows) are totally onto this scheme, and the organizers are encouraging candidates to submit their real results now, at effie.org.
By the way, October 11 is the first deadline, followed by final deadline on November 9. The North American Effie Awards 2017 contest is open to any marketing efforts that ran in the U.S. and/or Canada between September 1, 2015 and August 31, 2016. Entry materials can be downloaded here.