London International Awards (LIA) has today announced the shortlist for Verbal Identity.
Each year, naming experts at brand agencies across the globe spend countless hours working to develop verbal identities for a dizzying array of corporations, products and brands – and this year, LIA cemented its position as one of the world’s most progressive and forward-thinking competitions by introducing Verbal Identity as its own medium, with a standalone jury, for the first time in advertising awards history.
The inaugural Verbal Identity jury, led by Chris West, Founder of Verbal Identity Ltd., deliberated over the entries submitted and decided on 28 of the best pieces to shortlist at LIA 2016.
Other jury members on this unique jury were Rachel Bernard of CBX New York, Sean Doyle Owner of Panic London, Steve Martin Director at Eat Creative Tokyo, Laurel Sutton Senior Strategist & Linguist at Catchword Oakland, and Ben Zimmer Language Columnist at the Wall Street Journal.
The introduction of Verbal Identity is a reaction from LIA to the ‘What About Naming?’ campaign launched by New York-based brand agency CBX in 2015. As major awards programs continually ignored the role of naming in the brand-building process, CBX believed that more should be done to honor the most creative and successful naming and verbal identity projects.
You can see all the Shortlisted work with full creative credits on the LIA website
Winners will be announced on 2nd November.
Complete list of Verbal Identity Shortlist (by country):
Innocean Worldwide Australia, Sydney - Hills Home Living “There's a Hills for every home.” - Campaign Tagline/Endline
McCann, Melbourne - Seeing Eye Dogs “Free Puppies Forever” - Naming
McCann, Melbourne - Seeing Eye Dogs “Free Puppies Forever” - Tone of Voice
Air Partner of McCann, Brussels - VOO “This was Louise's phone” - Tone of Voice
Prolam Young & Rubicam, Santiago - Politbooks “Children Books Inspired by Political Scandals” - Use of Copywriting
Labbrand Shanghai, China - Thomas Cook “Experience your dream holiday with Thomas Cook” - Naming
Babel Stratégie et Communication, Paris - Paris Aéroport “Paris vous aime” - Campaign Tagline/Endline
Babel Stratégie et Communication, Paris - Le Petit Robert “No tagline” - Tone of Voice
Babel Stratégie et Communication, Paris - Le Petit Robert “No tagline” - Use of Copywriting
FRED & FARID, Paris - Prodiss “Ma place est dans la salle” - Campaign Tagline/Endline
HEIMAT, Berlin - Hornbach “#HELDENKRANZ / Crown of Glory” - Campaign Tagline/Endline
KOREFE, Hamburg - L´EAUNDRY - Fragrance Laundry Detergent “A luxury washing detergent to treat the clothes you love.” - Naming
Philipp und Keuntje, Hamburg - FATUM Surfboards “My Everest Campaign” - Campaign Tagline/Endline
Ogilvy & Mather Group HK, Hong Kong - Mandalay “Reservoir Rumpus”, “Extra-Terrestrial”, “Vat Rescue” - Tone of Voice
Ogilvy & Mather Group HK, Hong Kong - Mandalay “Reservoir Rumpus” - Use of Copywriting
R K SWAMY BBDO, New Delhi - Lloyd Unisex Washing Machine “UNISEX Washing Machine” - Naming
AMVBBDO, London - Guinness “Made of More” - Use of Copywriting
AMVBBDO, London - Currys PC World “Spare The Act” - Use of Copywriting
Mother, London - MoneySuperMarket.com “You're So Moneysupermarket” - Campaign Tagline/Endline
Mother, London - PG Tips “Keep It Tea” - Tone of Voice
PANIC, London - eve - Tone of Voice
Verbal Identity, London - Votary - Naming
Verbal Identity, London - Fred Perry - Use of Copywriting
Catchword, Oakland - Mochidoki - Naming
CBX, New York - Yesway “Say yes to convenience.” - Naming
CBX, New York - She Should Run - Tone of Voice
CBX, New York - Avalon Organics “Deep-rooted beauty care.” - Tone of Voice
Connelly Partners, Boston - Stowe Mountain Resorts “It’s Bigger Than a Mountain” - Campaign Tagline/Endline