NYF International Advertising Awards has announced the award winners of the Genius 100 Inspiration Award, and the New York Festivals Pivot and Signal Awards.
The Genius 100 Inspiration Award honours outstanding purpose-driven creative work.
Triad Advertising’s (Czech Republic) campaign For a Safe Home for IKEA has won the inaugural 2021 Genius 100 Inspiration Award. Through a partnership with local NGO’s, IKEA broke the silence on the growing issue of domestic abuse and brought to attention one of IKEA’s top priorities, gender equality. The awarded entry supported IKEA’s mission to create a better life for the many.
“We are so grateful to IKEA, and the team at Triad Advertising, for creating and submitting this extremely arresting, powerful and gripping work,” stated Hilarie Viener, chief executive officer, Genius 100 Foundation. “It focuses on domestic violence which has increased exponentially during the COVID Pandemic, so much so that UN Women call it The Shadow Pandemic. Considering that statistically 1 in 3 women globally experienced some form of domestic violence, pre-pandemic, it is imperative that creative work like this is spotlighted to inspire action and create impact.”
The New York Festivals Pivot Award honours work that demonstrates the most challenging, effective, creative PIVOT of a pre-pandemic plan.
Dentsu Japan has won the 2021 NYF Gold Pivot Award for Tuna Scope 2020 for client, Tuna Scope and AI Tuna, the world’s first AI capable of discerning tuna quality with the eye of a skilled Japanese artisan. With strict COVID-19 travel restrictions preventing staff from going abroad to purchase tuna, Kura Sushi succeeded in AI-driven remote purchasing of high-quality stock by sending the Tuna Scope app to plants overseas.
Stendahls’ The Isolated Cinema for Göteborg Film Festival has won the Silver Pivot Award. In a year plagued by a pandemic and the closing of theatres, the festival’s theme was Social Distances. The Göteborg Film Festival challenged people to apply for the only festival pass available, at The Isolated Cinema at the far end of the sea in one of Sweden’s most barren, windswept, and exposed places, Pater Noster.
Dentsu One Manila’s campaign, Ginebra Frontliner Label for Ginebra San Miguel, won the Bronze Pivot Award. When a nationwide lockdown and liquor ban were enforced during COVID, popular liquor brand, Ginebra San Miguel, halted production. To remain in the public eye the brand released reimagined commemorative labels saluting the heroic frontline workers who kept the Philippine economy afloat.
NYF’s Signal Award in 2020 honours brave campaigns that cut through the noise with the strongest signal addressing issues faced during the year.
Verizon Creative Marketing has won the 2021 Gold Signal Award for The Met Unframed for Verizon. During COVID The Metropolitan Museum of Art in New York was forced to close for the first time in over 100 years. Verizon partnered with the museum to reopen its doors virtually by bringing The Met to everyone. Over 10,000 square metres of museum space was rendered into 13 never-before-seen galleries with 46 interactive works of art, providing visitors with a 360-degree experience and the incredible feeling of being inside The Met.
Wunderman Thompson Italy’s Social Distancing Whopper for Burger King Italy won the Silver Signal Award. The campaign introduced the Social Distancing Whopper with 3 times the onions. The humorous idea gave people an “alternative” solution for keeping people at their distance during the social distance mandate, onion breath.
Bronze Signal Award winner, Wunderman Thompson Singapore’s Born This Way, is part of a broader global Lux campaign. The campaign was launched to inspire 50 million women by 2025 using content, partnerships, and activations to help them rise above everyday sexist judgements and express their beauty and femininity unapologetically. The winning campaign captured global attention and raised massive support for Caster Semenya’s right to compete in the 2021 Summer Olympics in Tokyo.
View all the 2021 New York Festivals Advertising Awards winners here.
