United States

2019

Anti-Awards—Demerit Badges

Entrant Company

Heartbeat

Category

Advertising

Client's Name

Heartbeat—Self-promotion

Sub-Category

Magazine AD Campaign

Heartbeat?s Self-Promotion Print Campaign aimed to set us apart from the sedated, uninspired agencies populating the healthcare sector. It introduces and demonstrates Heartbeat?s Challenger position and asks the audience?ambitious marketers and decision-makers?to reconsider the conventional approach of pharma. It positions Heartbeat as the agency that will challenge the typical with compelling. In short, when you want more, Heartbeat is the agency to help you break free from the monotony.<br><br>The Campaign utilizes sharp wit and in-the-know satire to introduce "anti-awards" in the form of snarky scout badges ? calling attention to the m?lange of mediocre advertising flooding the pharma sector and pointing a finger at the entities that take pride in it. Using Wes Anderson's "Moonrise Kingdom" and a hyper-realistic, saturated, kitschy aesthetic as inspiration, we created a stand-out ad with a quirky vibe, making the reader stop and look twice.<br><br>Rather than let our ad grow stale during its publication run, we swapped in new badges with each iteration to renew audience interest and show that a good idea has life and legs. Further, we took our higher ambitions off the page and into the real-world by turning our demerit badges into stickers that could be peeled off the page and ?awarded? to the amazingly average colleagues in your life. This added an interactive twist to an otherwise static medium.

Credits

James Talerico
Janelle Starr
Ashley McCarron
Kris LoCascio
Zac Haughn
Katherine Roan
Jaclyn Sigler
Jared Watson
James Talerico
Janelle Starr
Ashley McCarron
Kris LoCascio
Zac Haughn
Katherine Roan
Jaclyn Sigler
Jared Watson
More Silver Winners
2019
United States

Entrant Company

Promoqube

Sub Category

Celebrity / Fan

2019
United States
Roswell Park Comprehensive Cancer CEnter

Entrant Company

Roswell Park Comprehensive Cancer Center

Sub Category

Social Video (NEW)

2019
United States

Entrant Company

Andy Dunmire

Sub Category

Portfolio

2019
United States
Literacy Partners

Entrant Company

ATTCK

Sub Category

Nonprofit