The call-for-entry campaign for the 2012 International ANDY Awards looks a lot like recent tentpole films whose central plot idea is that the world is coming to an end. Wait, that's no movie...
Anyway, the campaign, via R/GA (whose chairman, CEO and Global Chief Creative Officer Bob Greenberg is ANDY Honorary Chairman) polks fun at the apocalypse as a way to get creatives to act now before it's too late.
The entirely digital effort at 2012.andyawards.com uses an “Enter Now Before The Apocalypse” text against an image of a flaming asteroid headed for Earth. Copy says that centuries ago the Mayans predicted the end of the world in 2012, reminding creatives this will be their best chance to win “the last award of your life.”
Taking the theme to a level suggested by the Walter M. Miller novel "A Canticle For Leibowitz" R/GA places the ANDY winners' work in a time capsule underground data bunker at the conclusion of the Show (location TBD), enabling the work to be saved “for all eternity.”
“The campaign concept originated from our wanting to light a fire under people and give them a real sense of urgency to enter the ANDYs,” said Greenberg in a statement.
Facebook, a sponsor of this year’s Show, will support the ANDYs on the Facebook platform, but will have social elements for final judging this February in Kauai, Hawaii and at the Show & Party, in New York City in April.
Banner advertising is scheduled as part of the marketing program, appearing on the sites of all ANDY global media partners: Adforum, Australian Creative, Best Ads on TV, Campaign, Campaign Brief, Campaign India, Creativity, Latin Spots, Luerzer’s Archive, Marketing Magazine and TAXI.