Last Friday I attended the AWARD Awards, which are a bit like the Logies for the ad industry.
Every year the AWARD Awards struggle to keep their audience under control. As the night wears on, the crowd gets drunker until barely anyone pays attention to anything.
This year, Rockwiz host Julia Zemiro did an admirable job of keeping the crowd in check – a crap job that barely anyone is tough or funny enough to pull off. She did, but not without commenting that AWARD’s dogmatic ‘no speeches, no clapping, no alcohol’ policy was zero fun.
If you’d like my two cents, I’d say the night was a bit of a fizz. I understand why AWARD keeps its audience on a very tight leash. I agree that integrating the AWARD Awards into a 3-day festival called Circus was a good idea. Hopefully it will create the impression that the Australian advertising is finally growing up.
But AWARD is a long way off getting it right. Personally, I didn’t appreciate being treated like a naughty teenager before being whisked away to a nightclub full of sloppy 20 year-olds in Kings Cross.
So I was amused to read this story in Campaign Brief today. Congratulations BBDO! The agency's 'Support Scent' fragrance for Guide Dogs was very lovely.
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