New York taps NZ debut for new project

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NEW YORK, Today: New York Festivals International Advertising Awards has launched Mad For This Ad, a new initiative that aims to reward great work before it’s even entered.

Debbi Vandeven, the Missouri-based global chief creative officer at VMLY&R, selected Colenso BBDO as the first Mad For This Ad winner for their campaign I’m Drinking It For You, which she described as “a hilarious valentine R&B music video” created for DB Export’s low-carb beer. 

“Different expressions of creativity are what fuels us in this business, Vandeven said.

“So, when Susan Glass Ruse and Scott Rose and the team at New York Festivals asked me to contribute to their newly launched Mad For This Ad initiative, I thought it was a wonderful chance to honour a piece of work that recently captured my attention.”

“The idea came from one of our advisory board members, Fede Garcia, Global ECD at Brooklyn, NY, creative agency Huge.”

NY Festivals executive director Susan Glass Ruse said: “NYFA is all about celebrating and rewarding great work. With Mad For This Ad we get to do more of that before the competition even closes.”

“Seeing a preview of creative work that’s impressing industry leaders before the awards season is an exciting indicator of what’s to come. The chosen campaigns are also rewarded with a free entry into NYFA, which is icing on the cake.”

Fede Garcia said: “I’ve always felt that it’s incredibly important to highlight and celebrate the kind of work that should inspire our industry.

“Thank you, Colenso, for sharing your humour, your personal passions and your mastery of melody with us all.”

“In trying to find an idea to celebrate work throughout the year, I worked with the team at the NYFA to find a way to regularly showcase the work that holds the level of excellence we should aspire to reach every day.”

Vandeven said: “Congratulations to the team at Colenso BBDO. I often ask our creatives around the world to put everything they are into everything they do, so it’s my honour to celebrate a team who used their unique gifts of song to do just that.

“Thank you for sharing your humour, your personal passions and your mastery of melody with us all.”

Colenso BBDO CD Max McKeon said: “I’m Drinking It For You is the perfect non-cocktail of insight, humour and love.

“So, it’s great to see international talent like Debbi Vandeven and The New York Festivals recognising the work. Beth, Thom, Levi, Wortho, Ahmad, Rob and all the James’ will be raising a relatively carb-free glass to this.

“Thanks to DB for seeing what it could be and The Sweet Shop for making it what it is.”

NYF development manager Scott Rose said: “Because hindsight isn’t always 2020, we created this initiative to celebrate great work before it’s entered.

“The recommendations from these respected industry AdHunters is exciting because it’s sharing a worldview of creative work that is resonating with executive across the globe.”

Each week a handpicked globally respected executive will serve as AdHunter for NYF and choose an ad that captures their attention.

NYF rewards selections with a complimentary entries into the 2020 New York Festivals Advertising Awards.

The deadline
The 2020 New York Festivals Advertising Awards deadline to enter is Monday 16 December.

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