Gatorade’s ‘Replay’ Scores Grandy

TBWA\Chiat\Day won top honors at the 2010 International Andy Awards in New York tonight.

The Omnicom agency’s office in Playa del Rey, Calif., won the Grandy, which comes with a $50,000 cash prize, for “Replay,” a Gatorade campaign that brought two high school football teams back to the field to break a tie from 15 years earlier. The effort launched with a five-episode documentary series online and later aired on Fox Sports Net.

“It represented the best work done in the last year and certainly shows part of the way forward,” said JWT’s Ty Montague, co-chairman of the Andys, of the Grandy selection. “Is it fantastically entertaining content? Yes. Is it a truly engaging platform that has gotten people involved in replaying their own rivalries and grudge matches? Yes. Is it an ongoing media platform that feels more like an investment than expenditure. Yes.”

The Richard T. O’Reilly Award for Public Service was awarded to independent Wieden + Kennedy, Portland, Ore., for the Nike Livestrong Foundation “Chalkbot” campaign. Following the tradition of chalking encouraging messages to riders in the Tour de France, Livestrong used the roads to spread messages of hope in the fight against cancer.

The Nike campaign was highly regarded by the jury, said Montague, but was ineligible for the Grandy because public service initiatives cannot be considered for the top award.

This is the first year that the Andy Awards judges were selected through an online “Elect the Jury” crowdsourcing effort. In addition to “creating the jury in a different way,” said Montague, he is particularly proud of the fundraising that took place during judging in New Orleans. An art auction was held benefiting the Make It Right Foundation, an organization founded by Brad Pitt that is working to rebuild the city’s Lower 9th Ward. “It was such a success that we want to make it a permanent part of the show,” Montague said.

The Advertising Club, the New York-based sponsor of the show, plans to hold a yearly public service event benefiting local communities where judging takes place.

The Glenn C. Smith Scholarship, presented as part of the Andy Student Competition, went to the Miami Ad School Europe in Hamburg, Germany.

A complete list of winners can be found at

Publish date: April 8, 2010 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT