The Effies Ask Creatives to Take Lie Detector Test Before Entering Awards
New Campaign Wants to Make Sure Ad Men Don't Get Too Creative... With the Truth.
Jul 23, 2013
When award season comes around, the ad industry's good old friend, exaggeration, makes an appearance. Every campaign entered is the most innovative, the most effective, the sparkliest, and so on. The Effie Awards are all about tangible, measurable results, though. In preparation (and promotion) for the upcoming CAANZ Effies in New Zealand, WhybinTBWA thought it might be a good to take a few small precautions. Like having 8 of the leading figures in the industry take a filmed polygraph test.
Among those questioned was Colenso BBDO's executive creative director Steve Cochran and Y&R ECD Josh Moore. Backed with intense crime show scene music, the short clips are dramatic and often funny, No matter what though, they all stress that the Effies' message: results don't lie.