What I love about The Gerety Awards is the variety of content among the participants. From music to beautiful videos, to game tourism, to national grievances. It brings to mind the diversity of our world.
The Gerety Awards have an all-female jury to celebrate a more diverse range of work in advertising
The Gerety Awards, the only advertising awards program with an all-female jury, has revealed its 2021 winners.
Four campaigns received Grand Prix honors this year: Burberry’s 2020 Christmas campaign, Xbox’s “The Birth of Gaming Tourism,” Lebanese newspaper An-Nahar’s “The New National Anthem Edition” and Znamkamarada’s “Anticorruption Hackathon.”
The U.S. was the most awarded country overall, garnering 19 prizes. Canada was the second most awarded market with 13 honors, followed by the U.K. with 12, France with 11 and Spain with seven.
Former Epica Awards employees Lucía Ongay and Joe Brooks launched the Gerety Awards in 2019 to bring a more diverse perspective to advertising awards schemes. Named after Frances Gerety, the copywriter famous for coining the slogan, “A Diamond is Forever,” the program calls itself “the only creative prize to reward the best in advertising from the female vision” and only includes women on its jury.
This year’s jury was comprised of 196 judges from 36 countries.
Watch the four Grand Prix winners below.
Grand Prix in Craft: Burberry “Festive” by Riff Raff Films
Riff Raff Films
“This ad makes me so happy,” judge Daniela Vojta said. “At first glance it’s a feel good, anthemic, music driven ad but it also excels by highlighting Burberry coats’ waterproof feature, resistant against all elements, even large blocks of ice falling from the sky. Megaforce’s craft is impeccable, as well as the music and choreography, sending a much needed optimistic message in a year filled with adversity.”
Grand Prix in Communication: An-Nahar “The New National Anthem Edition” by Impact BBDO Dubai
Impact BBDO Dubai
“The power of a word. The power of print. This is a reminder of the impact that this traditional medium can have. It became a symbol of female empowerment,” judge Kate Stanners commented. “This positive change to the national anthem was adopted by a nation. It is both moving and momentous.”
Grand Prix in Experience: Microsoft Xbox “The Birth of Gaming Tourism” by McCann London
McCann London
“This is one of my favorite campaigns. It is unexpected and bold,” judge Kelly Woh remarked. “I like the smart twist on it, the first time promoting games as tourist destinations, providing a fresh angle for the gamers to experience the game at different levels.”
Grand Prix in Works for Good: Znamkamarada “Anticorruption Hackathon” by WMC Grey Prague
WMC Grey Prague
“A brilliant example of where social media platforms can be used to engage a nation in a positive meaningful way,” judge Karen Blackett said. “It’s a brilliant example of a call to arms and where as a society we can come together to solve problems, and in the process create economic societal and political change.”
U.S. Gold Winners
- Change the Ref “The Unfinished Votes” by McCann Health New York
- Wendy’s “Super Wendy’s World” by VMLY&R New York
- Verizon “Fortnite Stadium” by R/GA New York
Canada Gold Winners
Canadian Centre for Child Protection “Happy Birthday, Twitter” by No Fixed Address Toronto
SickKids Foundation “SickKids Moms vs. Hard Days” by Cossette Toronto
Canadian Women’s Foundation “Smells Like Inequality” by Taxi Toronto
U.K. Gold Winners
Burberry “Festive” by Riff Raff Films
Ikea “#BuybackFriday” by Edelman London
The Gerety Awards are a great way to find out not only what ads are going viral right now, but what people care about. I suggest you also check out their other contestants.
