The Quest for Immortality Begins
In this age of disposable fodder, what creative work can be considered truly immortal? Lasting fame and profound resonance is no easy ask, but it’s what the world’s best creative companies aspire to every day – and the Immortal Awards were established to celebrate those who fight to protect and craft brilliant ideas.
The first cull in this Battle Royale has taken place as Little Black Book member companies selected only their very best work to put forward to online and live judging. The deadline for entry has now passed. Inspired by Little Black Book chairman Sir John Hegarty’s insight that no single agency office makes more than five truly brilliant pieces of creative work in a year, the Immortals limits the number of entries an office can make.
Little Black Book Founder and CEO Matt Cooper said, “We are super proud of what we have achieved with this award. We don’t want to be an award that boasts about high number of entries, in fact quite the opposite. We want companies to really understand it's all about entering their very best piece or two. Numbers of entries don’t really mean that much. It’s the quality that counts.”
It’s now the turn of the Immortal Awards panel of world class judges, to decide which work from the past 12 months raises the bar for the creative industry. The panel spans agency, production, post and platform and includes the likes of VML’s Global CCO Debbi Vandeven, Publicis North America’s CCO Andy Bird and Instagram’s Kay Hsu.
Winners will be announced in November, before a global tour hits the road, showcasing the Immortal winners to the Little Black Book community around the world.
The Immortal Awards has been shaking up the bloated creative awards scene. No over-inflated categories, no pressure on companies to shell out crazy sums to make multiple entries. An award show that’s fit for 2018 and beyond.
The Immortal Awards are free for Little Black Book members to enter. By limiting members to a maximum of five free entries and streamlining the number of entry points, the model eliminates the sprawling costs that come with entering traditional award shows. It also takes the pressure off companies to enter work ‘for the sake of it’ and gives them a chance to really reflect on their best work. The organisers have created a level playing field that is not based on spending power.
Jurors will whittle entries down to a shortlist of work that will be deliberated in New York in November. Entries that make the shortlist will be in the running for a Commendation, an alternative to traditional gold standard status, and the very best will receive an Immortal Award, reserved for creative executions that jurors believe will live long in the memory of their audiences.
Little Black Book’s editor-in-chief and MD Laura Swinton said: “We know that by capping entries we’re not chasing the same end goal as the old school shows. And we know that by calling our show The Immortal Awards we’re aiming pretty high too and setting a high standard for ourselves! But isn’t that what creative awards should be about?”