Wieden’s ‘Cog’ Wins Grandy

NEW YORK Wieden + Kennedy took home the Grandy Award and $50,000 at the 40th annual International Andy Awards on Tuesday for “Cog,” a two-minute spot for Honda featuring a chain reaction of car parts.

“It was easily the freshest commercial,” said Butler, Shine, Stern & Partners executive creative director Mike Shine, one of the Andy judges, about the spot, created by Wieden’s London office. “It wasn’t a commercial, it was like watching an art film. It really worked well, it showed you the mechanics behind the car.”

The New York office of Portland, Ore.-based Wieden + Kennedy won the first Yahoo! Big Idea Chair Award, which honors unconventional ideas in advertising, for its campaign for Sega’s ESPN National Football League video game. The work centered on Beta7, a fictional video game tester who claimed playing it made him black out and tackle people at random, and thus the game should be banned. TV and print ads were also part of the mix.

“What we were trying to do with the Beta7 work was really create a multidimensional storytelling experience, something that people could not only watch but actually participate in,” said Ty Montague, an Andy judge and Wieden creative director about the Beta7 campaign.

“It’s so ahead of its time it’s almost unjudgeable,” added judge Guy Seese, creative director at Cole & Weber/Red Cell in Portland. “It’s a campaign that manifests itself on a grassroots level and proliferates online.”

Wieden in New York also won two silver Andys—one for the Beta7 Sega effort and one for Nike’s “Jordan Love” campaign—and a bronze for an ESPN TV campaign, “Gallery/Free Food/Kitchen.” The Portland office earned a bronze for a Miller High Life ad, “Pagers.”

Eighty-one other Andys were presented, up from 34 last year. Crispin Porter + Bogusky received the most awards, winning seven silver and 14 bronze Andys for work on behalf of clients including Ikea, BMW’s Mini Cooper, Molson and the American Legacy Foundation, which it shares with Arnold.

Arnold won two silver Andys, one for an American Legacy and one for a Volkswagen direct response ad. The shop picked up six bronze awards for its American Legacy print and TV work and two Volkswagen ads.

Leo Burnett garnered six awards: two silver Andys, for a Morgan Stanley spot, “Julie,” and a Norelco out-of-home campaign. The shop also picked up four bronze Andys for its ads on behalf of Altoids Strips, Norelco and Delta Air Lines.

The Richard T. O’Reilly Award for public service advertising went to Arnold of Boston and CP+B in Miami for their American Legacy campaign, including “Drop Dead Day,” “1200” and the “1200” T-shirt.

Winners received rings instead of trophies at the show at Capitale in New York on Tuesday. Patti LaBelle opened with a live performance.