3 creative awards that actually matter
by Randy Mitchell, Creative Director
Creative awards season is looming. You know what that means. Agencies and clients alike will compile a shortlist of their finest work, compose “can’t-miss” entries, and fantasize about winning more shiny trophies than their competitors.
This year you can enter competitions for interactive marketing, digital marketing, content marketing, event marketing, influencer marketing and countless other disciplines. At first, the endless list of awards shows seemed a little overwhelming, but as I scrolled through them all a wild idea hit me.
“Why not come up with our own creative awards competition?”
Ambitious? Yes. Crazy? Definitely. Nevertheless, I am officially proposing the Boommies: the awards for creative accomplishments that actually matter. To see why this competition is so different, let’s consider the categories.
- The Mental Meltdown Award
Have you ever worked on a project that tested the limits of your brain cells?
We’re talking about the most complicated, multi-faceted, difficult-to-grasp quandaries in the marketsphere. These types of programs usually come with a binder of acronyms you need to memorize and stringent legal requirements that cannot budge. And don’t look for sympathy, because you can’t explain this type of project to your family, friends, or even your cousin, the aerospace engineer.
Can you translate this potential portfolio killer into a simple, memorable and understandable marketing campaign? If you can, now there’s an award for you.
“This Boommy celebrates the brave creatives who make sense of the impossible. Congratulations, you’ve earned the Mental Meltdown Award.”
- The Invisible Budget Award
If you ever get invited to judge an awards show, by all means do it. Judging is an inspiring experience and a sobering economics lesson. You’ll see amazing work from legendary brands that spent ample fortunes on their campaigns. You might even find yourself daydreaming about working with a budget that would impress Bill Gates’ accountant.
Now, let’s turn the tables. Imagine struggling with a marketing budget so small that you risk using it up during the project download meeting. That’s not all: The client still wants big money results. What can you do? Broadcast is definitely out, there’s no revenue for any type of a media buy and don’t even think about a shoot.
Can you generate major impact on pocket change? If you can, now there’s an award for you.
“This Boommy celebrates the ingenious creatives who think big with small resources. Congratulations, you’ve earned the Invisible Budget Award.”
- The Escape from Alcatraz Award
You are locked in. The client has predetermined imagery, content, positioning, offers and strategy. None of it can be tweaked in any way. You simply have to make it work better together.
Can you find a way out of this ironclad marketing prison? If you can, now there’s an award for you.
“This Boommy celebrates the inspired creatives who find fresh ideas despite being boxed in. Congratulations, you’ve earned the Escape from Alcatraz Award.”
Well, that’s the inaugural Boommies for 2019. Thanks for coming. And best of luck to everyone during this year’s creative awards season.