Gerety Awards: Look Deeper
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With more than 20 translations the viral campaign emphasises the power of having a different perspective. The kind of perspective the industry (quite literally) can’t get anywhere else other than the Gerety Awards jury. Cossette created a campaign that sought out to develop an idea capable of driving entries that are more diversified showcasing the value of an all-woman perspective without reinforcing old stereotypes. The 2023 jury includes 190 judges from 40 different countries, open to all advertising agencies, advertisers, studios and production companies worldwide. Both national and international campaigns may compete. The only judging criteria is originality of the idea and creativity in its execution. Named for Frances Gerety, the copywriter who in 1948 coined the slogan "A diamond is forever”. The Gerety Awards brings together a jury to select the best in advertising from a powerful perspective, creating a benchmark that is relevant to the market reality, all while redefining the standard to which advertising has traditionally been held. Analysing the work through the female lens.
Credits
Advertising Agency:
Cossette, CanadaDate:
March, 2023
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