AICP has launched two distinct ad campaigns in support of both the AICP Show and the AICP Next Awards. This bifurcated approach reflects the growth of the Next Awards and aims to attract work from various facets of the industry. This year the Next Awards will be a standalone event with its own debut night and reception (June 4th) at the Skirball Center at New York University, rather than a daytime event leading up to the AICP Show. The AICP Show will have its premiere (as it has since 1992) at The Museum of Modern Art (MoMA), on June 6th. Both events anchor the newly launched AICP Week, a celebration of creativity and thought leadership.
The campaigns were created by student teams at the VCU Brandcenter, which for the past eight years has partnered with AICP on its advertising for the AICP Show and AICP Next Awards. Full credits are below. The deadline to enter the AICP Show and the AICP Next Awards is March 1, 2013.
The AICP Show: BOOYAH! - If You’ve Got, Show it.
The concept behind the campaign is that everyone has a ritual when they achieve a creative breakthrough (no matter their vocation). In advertising, people can be a bit more “expressive.” This moment of epiphany might be a dance, a fist pump, a bell ring, or perhaps a more introverted sense of satisfaction.
To help illustrate the idea, AICP and the VCU Brandcenter turned to industry luminaries to share their Booyah moments, now showcased in a short film found on http://www.allartisadvertising.com (be sure to check out the bonus extra on the site, showcasing some more personal tricks to find the Booyah moment). Those participating include: Susan Credle, Chief Creative Officer, Leo Burnett; Ellen Kuras, Director, Gorgeous; David Lubars, Chairman/Chief Creative Officer, BBDO; Tor Myhren, President & Chief Creative Officer, Grey; Jonathan Notaro, Executive Creative Director/ Director, Brand New School; Patrick O’Neill, Executive Creative Director, TBWA/Chiat/Day; Justin Reardon, Director, Station Film; Tiffany Rolfe, Partner/Chief Content Officer, Co:Collective; and Tom Scherma, Editor, Cosmo Street. Their personal celebrations range from high kicks to singing to subtle head nods. The film closes on an invitation to submit entries, along with the AICP Show tagline for the past three years: All art is advertising. Is your advertising art?
The film invites industry professionals from all walks to find out if their booyah moment translates to a winning idea – of course reminding would-be entrants that it is time to submit their work to the AICP Show. If selected, the honored work becomes a part of the archives of the Department of Film at MoMA.
THE NEXT AWARDS: Innovation Has No Formula
The Next Awards, now entering its seventh year, recognize outstanding work and the creative forces behind it, but are much more than an Awards competition – it is a platform for thought leadership and analysis by those pushing boundaries and raising the bar higher on marketing content outside the traditional context. Like work honored in the AICP Show, all Next winners are made a part of the Department of Film at MoMA.
The campaign from the team at VCU presents a series of infomercial -style short films (available at http://www.aicpnext.com) for EureeCorp, which purports to sell innovation to interested users. The films play on the stereotype that products sold via infomercial may not work to the extent that they are billed – and even have a supporting toll-free number - to illustrate that innovation has no formula. In the first piece (two more will be released), a 114-degree shower is supposed to transmit great ideasp, but instead sets the user’s head on fire. Each film ends with the AICP Next Awards tagline: Recognizing Art in its Most Modern Form.