The Glue Society co-founder Jonathan Kneebone speaks about the importance of craft in experiential advertising and the AWARD Awards
To celebrate 40 years of AWARD, two new categories have been announced ahead of the 2019 AWARD Awards ceremony.
The most prestigious award show in the region, the AWARD Awards attract approximately 2000 entries across the categories of film and video, promotion and experiential, PR, branded entertainment and more.
It’s not too late to submit your entry.
The extended and final deadline is 5pm Monday 10 December 2018.
For full details click here.
The new categories are:
1. Creativity for Good
An award to highlight and celebrate work addressing issues of inequality.
2. Craft in Advertising
Recognising craft in experiential advertising.
AWARD committee member, Jonathan Kneebone (right) from The Glue Society, said craft in experiential advertising is fast becoming an exciting, inspiring and creatively diverse area.
Says Kneebone: “There’s a sense the world over that this year marketing teams as well as creative ones are waking up to the power of experiential endeavours.
“Australia has developed a flair and a taste for events and activations – but now it seems the USA and UK are realising their inherent power. Witness the latest wonderful work by adam&eve/DDB for CALM to raise awareness of male suicide.”
Kneebone said that such ideas command attention that directly and indirectly affect audiences via a film or record of the experience: “As more and more of these endeavours are produced, so too the good, the bad and the ugly emerge. And as a result, the craft of creating experiential advertising is becoming a thing.
“It’s an exciting, inspiring and creatively diverse area because most ideas in this space have little or no precedence and frequently the worlds of art and commerce are allowed to combine in ways that other media formats simply don’t allow.”
The extended deadline is fast approaching – all AWARD Award entries must be paid and submitted by Monday 10th December (no extensions will be granted).
More information on how to enter can be found here.