Willie Nelson sings ‘The Scientist”, by Coldplay, on this video.
June 12, 2012
Chipotle’s “Back To The Start” tallied the most honors, five—four at the AICP Show, The Art & Technique of the American Commercial, and one from the Show’s Next Awards—this week at ceremonies presented by the Association of Independent Commercial Producers (AICP). The 21st annual AICP Show debuted on Tuesday evening (6/12) at New York’s Museum of Modern Art, drawing some 2,000 members of the ad, marketing and production industries.
Earlier in the day, the Next Awards took place at MoMA, replete with case studies of Integrated Campaign winners. Each year the honored AICP Show and Next work becomes part of the archive of the Department of Film at MoMA. The Art & Technique of the American Commercial, which honors the best in commercial advertising, and the Next Awards, recognizing marketing that crosses boundaries and media channels, comprise the overall AICP Show.
The nearly two-and-a-half-minute Chipotle short, which debuted on air as a commercial during this year’s Academy Awards, took the AICP Show’s Advertising Excellence/Single Commercial category. Each category of the Show may have up to three honorees, with the exception of Advertising Excellence/Single Commercial, Advertising Excellence/Campaign and the brand new Most Next, which may have only one honoree each, making those pieces Best in Show. Promoting the Chipotle Cultivate Foundation, “Back To The Start” was directed by Johnny Kelly of Nexus Productions, London, for Creative Artists Agency, Los Angeles. “Back To The Start” centers on a misguided farmer who slowly turns his family farm into an industrial animal factory before seeing the error of his ways and opting for a more sustainable future. The beautifully executed stop motion animation is all contained in one long panning “shot.”
Besides Advertising Excellence/Single Commercial, “Back To The Start” garnered AICP Show honors in the Visual Style, Musical Arrangement (Duotone Audio) and Animation categories, as well as a Next Award for Viral/Web Film While “Back To The Start” took Best in Show for a Single Commercial, Best in Show distinction for Advertising Excellence/Campaign was bestowed upon Google Chrome’s “The Web Is What You Make Of It” which consists of the spots “Dear Sophie,” “It Gets Better” and “Bieber” out of BBH New York and Google Creative Lab. “Dear Sophie” and “Bieber” were directed by Henry & Rel of Moxie Pictures. “Dear Sophie” scored an additional AICP Show honor in the Agency Art Direction category.
Meanwhile the Next Awards featured for the first time a Most Next winner, which best exemplifies from among the year’s Next winners the most innovative and forward thinking work of the year. This Next Best in Show honor also entails a $5,000 grant, drawn from the AICP Foundation, to an educational organization selected by the entrant. The inaugural Most Next award went to Sony & Nissan’s “GT Academy” out of TBWA\Chiat\Day, Los Angeles, and directed by Jeff Zwart of @radical.media. TBWA\Chiat\Day chose to direct the grant to Room 13, an international network of student-driven creative studios founded as a single room in 1994 in Caol, Scotland. Sony & Nissan’s “GT Academy” was additionally honored in the Next Product Integration category.
Most honored work After the five honors earned by Chipotle’s “Back To The Start” came Little Monster’s “Take This Lollipop” which registered four….
Read the complete list of winners, and entire story here.