The art of advertising: THR Key Art Awards salute inspired entertainment campaigns
Each year, The Hollywood Reporter and the CLIO Awards combine forces to honor creative excellence in entertainment advertising. The Key Art Awards remain focused on evolving with the industry in order to acknowledge the most current, breakthrough work. New ideas, technologies and techniques are expanding the ways in which filmmakers, television producers and game developers can reach out to audiences in an increasingly competitive landscape. Film Journal International spoke with Nicole Purcell, executive VP, CLIO Awards, about what to expect from this year’s Key Art Awards.
FJI: What’s new this year for the Key Art Awards?
Purcell: We always listen to feedback from the industry, and so this year we’ve updated our media types and categories to better reflect the entertainment marketing landscape. We’ve expanded A/V Theatrical Trailers to include a variety of genres—Drama, Comedy, Action/Adventure, Family/Animation and Horror/Thriller—and we’ve added Partnerships. We’ve also expanded Digital/Social to include more categories. Our deadline for entering has just been extended to July 18th.
FJI: Could you describe the Partnerships medium?
Purcell: We’ve seen a lot of inventive and creative work when two brands join forces—for example, you’ve probably seen the Dodge Durango ads featuring Will Ferrell in character as Ron Burgundy prior to the release of Anchorman 2: The Legend Continues. These collaborations succeed when both brands are promoted successfully. Entries in this medium may include advertisements, promotions, or events based on a business partnership between two or more brands or companies.
FJI: Where/when is the event being held this year?
Purcell: This year we’re holding the awards ceremony at the Dolby Theatre in Hollywood on October 23rd, 2014. It’s best known as the venue for the Academy Awards, so we’ll have a lot of space, a great red-carpet experience for attendees and a special area for the after party.
FJI: Can you tell us a little about the jury selection process? Who are the jury chairs this year?
Purcell: Each year we review nominations and select a broad representation of creative executives who are leaders in the field of entertainment marketing and advertising. We welcome international nominations as well—last year we had five jury members from outside the U.S. This year the jury chairs include: Michelle Jackino, Executive Creative Director, Concept Arts; Alex Sanger, SVP of Interactive, And Company; John McMahon, Co-President and General Manager, Art Machine; Justin Carroll, Chief Creative Officer, Hamagami/Carroll, Inc.; and Massey Rafani, Executive Vice President, Creative Advertising, Warner Bros. Pictures.
FJI: You mentioned international. Has the competition always been open to international entries?
Purcell: We started accepting international entries four years ago, and this year we’ve made it a priority to encourage more international participation. The Key Art Awards’ sister competition, the CLIO Awards, received 69% of its entries from countries outside the U.S. this past year. Similarly, we’d like to see the percentage of international entries grow for The Key Art Awards.
FJI: What tips do you have for marketing and advertising executives who are entering submissions in the Key Art Awards for the first time?
Purcell: It’s always good to review the winning submissions from past years, which we’ve uploaded to our Key Art Awards website. Since Partnerships is a new category, I’d recommend reviewing the winning case study videos in the Integrated, Innovative Media and Engagement categories in order to get a feel for how they’re put together.
For more information on The Hollywood Reporter’s Key Art Awards, visit: www.keyartaward.com