The International ANDY Awards has unveiled this year’s winners and for the first time an independent creative agency, Canada’s Rethink, received the competition’s highest honor, a GRANDY, for its work for Kraft Heinz Canada.
The best in show kudo–which shines a light on the power of the idea and the execution of craft–was bestowed upon Rethink’s Draw Ketchup initiative where dozens of participants worldwide participated in an experiment. They were asked to “draw ketchup” and most responded by drawing a bright red bottle with “Heinz” written on it.
Also scoring major recognition was Change the Ref’s The Lost Class which won the Social Good ANDY and Bravest distinction. The campaign’s anthem video–directed by Bryan Buckley of Hungry Man for Leo Burnett Chicago–takes us to a strange graduation ceremony in which there’s no audience, just thousands of empty chairs–representing the 3,000-plus students who did not graduate the past year. They are instead dead, the victims of gun violence. Delivering the commencement address is an unlikely speaker, David Keene, former president and current board member of the NRA, which has used its power and influence to block stronger background checks and common-sense gun reform which could have saved many of these graduates’ lives. Keene believed his speech was for the graduation ceremony of a local Las Vegas high school, James Madison Academy. Instead Keene comes out onto the stage to find himself addressing empty seats about the bright futures they would never have.
This marks the second consecutive year that Change the Ref won the Social Good ANDY. Change the Ref, an anti-violence organization designed to give kids the tools they need to be empowered to make changes to critical issues, was founded by Manuel Oliver and his wife Patricia whose son Joaquin was one of the 17 killed at the Marjory Stoneman Douglas High School massacre in Parkland, Fla.
This year the International ANDY competition introduced Best in House, Best New Agency, Network of the Year and Production Company of the Year honors. IPG held a key win with taking home the most awards per holding company, followed closely by Publicis Groupe. The ADVERTISING Club of New York, which produces the ANDY Awards, had its investment in the future of the ad industry come to life as it earmarked funds from submissions to put towards a scholarship and as a result, South Korean students wound up winning The Glenn C. Smith Best in Show Student Award and a $10,000 Scholarship with Uber Eats – Recycling Code. Biscuit Filmworks was named Production Company of the Year, Verizon took home Best In-House, and Lanfranco & Cordova won Best New Agency distinction.
“I’ve chaired juries in almost all of the top award shows, and they have all been incredible experiences. But having a chance to do it for two consecutive years and with a jury as senior as the ANDYs, has allowed us to not only pick an outstanding selection of winners (who will earn a lot more metal this year, I promise) but also build towards the future,” said PJ Pereira, co-founder and creative chairman, Pereira O’Dell. “From deepening the discussions that judges are not here to teach the industry, but to learn on its behalf; to making the ANDYs a more international show; to launching this idea that judges of big shows can thank the industry for such honor by helping accelerate the growth of a new generation of leaders that our world demands to see.”
The ANDYs also announced last year their new regional competitions to ensure the work from every corner of the world is represented. In an effort to break barriers that exist around cultural context, each region had juries representative of the creative excellence in the area. Here’s a rundown of the highest scoring work by region:
- APAC: “A Career-Limiting Film” for Global Women NZ, Saatchi & Saatchi
- Europe: “Shutter Ads” for Heineken, Publicis Italy
- Greater China: “The Comeback – Shot on iPhone” for Apple, Media Arts Lab
- LATAM: “Degree Inclusive” for Unilever, Wunderman Thompson Argentina
- MENA: Award For Shortlisting “Who’s Your Cabbie?” for Roads & Transport Authority, VMLY&R
As the first awards show of the advertising season, the work that wins at the ANDYs is often regarded as a predictor for what work will go on to sweep other shows. Those predictor winners include:
- “Bihar, choosing tomorrow” for BBK, LLORENTE & CUENCA S.L
- “Bless Your F*ing Cooch” for eos, Mischief @ No Fixed Address
- “Degree Inclusive” for Unilever, Wunderman Thompson Argentina
- “OREO x Pokémon” for OREO (Mondelez International, Inc.), Dentsu
- “OREO Thins Camo Packs” for OREO (Mondelez International, Inc.), the community
- “Piñatex” for Dole Sunshine Company + Ananas Anam, L&C
- “Sunbrew” for Corona ABINBEV, David Miami
- “The Lost Class” for Change the Ref Inc., Leo Burnett Chicago
- “The Wish” for PENNY, Serviceplan Group SE & Co. KG
- “Welcome to the Icelandverse” for Inspired by Iceland, SS+K
Here’s a rundown of 2022 International ANDY Award winners:
- Draw Ketchup, Kraft Heinz Canada, Rethink, Won for: GRANDY, IDEA
- The Lost Class, Change the Ref Inc., Leo Burnett Chicago, Won for: IDEA, BRAVEST, CRAFT, RESET, SOCIAL GOOD
- Halo Infinite: Become Master Chief, Microsoft Xbox, 215 McCann, Won for: CRAFT
- Halo Infinite: UNSC Archives, Microsoft Xbox 215, McCann, Won for: CRAFT
- Football is for Everyone, National Football League, 72andSunny Won for: BRAVERY
- Warzone in Paradise, Activision / Call of Duty, 72andSunny, Won for: IDEA, CRAFT
- Better With Pepsi, Pepsi, Alma, Won for: IDEA, CRAFT
- Sick Beats, Woojer, Area 23, An IPG Health Company, Won for: IDEA, CRAFT, RESET
- The Inevitable News, The Columbia Journalism Review, Area 23, An IPG Health Company, Won for: IDEA, CRAFT, BRAVERY
- Trapped, Insmed Incorporated, Area 23, An IPG Health Company, Won for: CRAFT
- Google Black Owned Friday, Google, BBH USA, Won for: CRAFT
- Genesis Curry Flow, Under Armour, Berlin Cameron, A VMLY&R Company, Won for: IDEA
- Loving Homes For Plastics, Liquid Death Mountain Water, CALLEN, Won for: IDEA
- The Repeater, OFFF, CarbonFX, Won for: CRAFT
- Lost Roads, GM / Chevrolet, Commonwealth McCANN, Won for: IDEA, BRAVERY, CRAFT, RESET
- Marvin Gaye 50th Anniversary, Motown Museum, Commonwealth//McCann, Won for: IDEA
- Sopranos, Chevrolet, Commonwealth//McCann, Won for: CRAFT
- Confusing Times, Burger King, DAVID, Won for: IDEA, CRAFT
- Confusing Times – Radio Campaign, Burger King, DAVID, Won for: CRAFT
- The Menu Court, Burger King, DAVID, Won for: IDEA, RESET
- The Menu Court, Burger King, DAVID, Won for: RESET
- Sunbrew, Corona/ ABINBEV, David Miami, Won for: IDEA, RESET
- Don’t Miss Out, FTX, dentsu, Won for: CRAFT
- OREO x Pokémon, OREO (Mondelez International, Inc.), dentsu, Won for: CRAFT
- Beer for All, BrewDog, Droga5 Won for: CRAFT
- Snake, Setapp, Droga5, Won for: IDEA, CRAFT
- Unbox a world of music, Amazon, Droga5, Won for: CRAFT
- Dubai Presents…, Dubai Tourism, duotone audio group, Won for: CRAFT
- Bedtime Stories, Walmart, FCB Chicago, Won for: IDEA, BRAVERY
- A Song for Every CMO, Spotify, FCB New York, Won for: IDEA, CRAFT
- Team Up For Excellence – The Film, Remy Martin, FRED & FARID New York, Won for: CRAFT
- Cheetle iD, Frito-Lay, North America – Cheetos, Goodby Silverstein & Partners, Won for: IDEA
- Lunchables, Lunchables, Goodby Silverstein & Partners, Won for: IDEA
- Snap to Steal, Frito-Lay, North America – Cheetos, Goodby Silverstein & Partners, Won for: RESET
- The Ultimate AI Masterpiece, BMW, Goodby Silverstein & Partners, Won for: CRAFT
- What if They Were Black?, Courageous Conversation Global Foundation, Goodby Silverstein & Partners, Won for: IDEA
- Year in Search, Google, Google, Won for: CRAFT
- Widen The Screen, P&G, Grey NA, Won for: IDEA
- Hear My Voice/Escucha mi voz, Project Amplify, GSD&M, Won for: CRAFT
- Black Business Beats, Mercado Livre (Ebazar), GUT, Won for: IDEA
- Hidden Spots, Heinz, GUT, Won for: IDEA
- MONOPOLY OF INEQUALITIES, OBSERVATOIRE DES INEGALITES, HEREZIE, Won for: IDEA
- Malnutrition Labels, Dole Sunshine Company, L&C, Won for: IDEA
- Piñatex, Dole Sunshine Company + Ananas Anam, L&C, Won for: IDEA, CRAFT, RESET
- Lights On, McDonald’s, Leo Burnett, Won for: CRAFT
- 6ourbon 7ime, Beam Suntory, Leo Burnett Chicago, Won for: CRAFT
- Bihar, choosing tomorrow; BBK, LLORENTE & CUENCA S.L, Won for: IDEA, CRAFT
- Thrive by Five, The Minderoo Foundation, M&C Saatchi, Won for: IDEA
- Uber Heetch, Heetch, Marcel Worldwide, Won for: IDEA, BRAVERY
- IF YOU’RE OUTDOORS, YOU NEED TO PROTECT YOURSELF; LEAGUE AGAINST CANCER, McCann Lima, Won for: IDEA
- The Bread Exam, Spinneys, McCann Paris, Won for: IDEA
- New York Series State of Art, New York Lottery, McCann Worldgroup, Won for: CRAFT
- New York Series State of Art, New York Lottery, McCann Worldgroup, Won for: CRAFT
- The Comeback – Shot on iPhone, Apple, Media Arts Lab, Won for: CRAFT
- Bless Your F*ing Cooch, eos, Mischief @ No Fixed Address, Won for: IDEA, BRAVERY
- Gerry’s Partisan Pizza, Represent Us, Mischief @ No Fixed Address, Won for: IDEA
- Reverse Selfie, Dove, Ogilvy UK, Won for: IDEA
- BEE_INFLUENCER, Fondation de France, Publicis Conseil, Won for: IDEA
- THE HEALTHY MAP – CARREFOUR X FORTNITE, Carrefour, Publicis Conseil, Won for: IDEA
- VILLAGE ELECTRIQUE RENAULT, Renault, Publicis Conseil, Won for: IDEA
- Shutter Ads, Heineken, Publicis Italy, Won for: IDEA, RESET
- The Lil Jif Project, Jif, Publicis New York, Won for: IDEA
- Auditorial, Google, R/GA. Won for: IDEA, RESET
- Colours Of Pride, Fondation Emergence, Rethink, Won for: IDEA
- Heinz Hot Dog , Kraft Heinz Canada, Rethink, Won for: IDEA
- A Career-Limiting Film, Global Women NZ, Saatchi & Saatchi, Won for: CRAFT
- Go For The Handful, Goldfish, Saatchi & Saatchi, Won for IDEA
- Motherland Pride, KyivPride, Saatchi & Saatchi Ukraine, Won for: IDEA
- #NotComingHome, Newtown Action Alliance, Serviceplan Group SE & Co. KG, Won for: IDEA
- MINImalism, MINI, Serviceplan Group SE & Co. KG, Won for CRAFT
- MINImalism Film, MINI, Serviceplan Group SE & Co. KG, Won for CRAFT
- The Visible Net, Telefónica Germany, Serviceplan Group SE & Co. KG, Won for: CRAFT
- The Wish, PENNY, Serviceplan Group SE & Co. KG, Won for: IDEA, CRAFT
- Welcome to the Icelandverse, Inspired by Iceland, SS+K, Won for: IDEA, CRAFT
- Take Care, DocMorris, Sune Sorensen Ltd, Won for: IDEA, CRAFT
- Love, Lawyers, and The Government; Family Equality, TBWA\Chiat\Day NY, Won for: IDEA
- MTN DEW x Bob Ross, MTN DEW, TBWA\Chiat\Day NY, Won for: IDEA, CRAFT
- OREO Thins Camo Packs, Oreo, the community, Won for: IDEA, CRAFT
- Victory Swim, Nike, The Corner Shop, Won for CRAFT
- Metaverrrrrrr, Krungsri First Choice, The Leo Burnett Group Thailand, Won for: IDEA
- 8:46 Films, Procter & Gamble, SATURDAY MORNING, Won for: IDEA
- 9/12: The untold story of reconnecting New York, Verizon, Verizon, Won for: IDEA
- Meat Tweet, Wendy’s, VMLY&R, Won for: IDEA
- Terms Against Bullying, Universidade de Madeira, White Rabbit Budapest, Won for: RESET
- Degree Inclusive, Unilever, Wunderman Thompson Argentina, Won for: IDEA, BRAVERY, CRAFT, RESET
- The Trainee, THE 1 App, Wunderman Thompson Bangkok, Won for CRAFT
- Tough Turban, Pfaff Harley-Davidson, Zulu Alpha Kilo, Won for: IDEA, RESET
Change The Ref, The Lost Class Credits:
Client
Change The Ref
Agency
Leo Burnett Chicago Liz Taylor, global chief creative officer; Sam Shepherd, EVP, executive creative director; Kyle Poff, VP, design director; Jason LaFlore, Matt Turnier, associate creative directors; Mackenzie Hart, copywriter; Sofia Gahn, art director; Kelley Barrett, jr. copywriter; Katie DiNardo, jr. art director; Mike Davidson, EVP, head of production; Ashley Geisheker, SVP, executive producer; Kaitlin Bucaro, associate producer; Michael Shanahan, SVP, director, production operations; Julie Lewandowski, production manager; Nimisha Jain, VP, strategy director; Sean Logan, strategist.
Production Company
Hungry Man Bryan Buckley, director; Matt Lefebvre, Jordan Cohen, producers; Caleb Dewart, Mino Jarjoura, exec producers; Scott Henriksen, DP; Neil Dacosta, photographer.
Web Development
Unicorns & Unicorns Adrianne McCurrach, exec producer; Meg Amicucci, producer; Sun Komen, technical creative director; Ceara Adamson, associate creative director; Danny Wirick, development.
Editorial
NO6 Jason Macdonald, JK Carrington, Ryan Bukowski, Chris VanDyke, editors; Grace Yang, Riley Donigan, assistant editors; Maxwell Redinger, Resolve finisher; Corina Dennison, exec producer.
VFX
Parliament
Color Studio
Primary Gregory Reese, colorist; Corey Martinez, David Oh, color assists; Jenny Bright, producer; Thatcher Peterson, exec producer.
Music, Sound Design, Mix
Beacon Street Studios Andrew Feltenstein, John Nau, music; Leslie DiLullo, exec producer; Rommel Molina, mixer; Lindsey Lerman, producer.
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