The Creative Bravery Award
BRAVERY SHOULD ALWAYS BE REWARDED.
THE KINSALE SHARKS BRAVERY AWARD 2017.
REWARDING THE BOLD AND THE AUDACIOUS.
THE COURAGEOUS AND DARING.
THE FEARLESS AND GUTSY.
THE UNAFRAID AND UNDAUNTED.
THE INTREPID AND CONFIDENT.
THE SPUNKY AND DEFIAN....well...You get the idea
(and if you don't after that, you never will)
A new accolade for this year’s season and festival, and in association with Creative Social. The award celebrates work which has the courage and tenacity to push boundaries regardless of the risks and potential consequences. This is work that only the bravest clients will support and which will have represented a huge leap of faith.
A word from the Jury Chair, Robert Senior
Bravery is the difference between creativity as a narrative and creativity as a business principle.
But there is bad and good bravery.
Bad bravery simply seeks to shock.
Good bravery seeks to solve a business problem through an unlikely but powerful idea that touches the audience and accelerates the business.
The Kinsale Bravery Award will be recognising, rewarding and encouraging the latter.
Below is a small selection of truly bold and brave work.
1. REI (2016) - #OptOutside https://www.youtube.com/watch?v=lMsxrJeJ8lU
Black Friday, a day when consumerism runs rampant. REI puts its money where its mouth is by closing its stores to encourage staff and shoppers to enjoy the outdoor rather than shop. A values driven message from a values driven brand paying the ultimate compliment to its core stakeholders of staff and shoppers. All at a potential short term commercial hit.
A Bill Bernbach said, a principle is not a principle until it costs you money
2. Apple iPhone6 (2015) - World Gallery https://www.youtube.com/watch?v=C94ovy_WIsI
A technology brand selling its new photographic technology to a technology obsessed audience …. by demonstrating the end benefit of its technology on the oldest analogue medium in the world: big bold posters.
A compelling reminder of Apple’s purpose to unleash the creativity in everyone. And that technology is at its most powerful when it powers humanity. Genius.
3. Burger King (2016) - McWhopper https://www.youtube.com/watch?v=BrKtAYaaDb4
Burger King breaks the old adage of Brand Management that brands should never name or register your competition. This audacious PR coup did the opposite, playing into its status as the market number two and reaching out to McDonald’s to unite behind a common cause. McDonalds played into their hands and the rest is history. Another reminder of George Bernard Shaw’s assertion that progress lies in the hands of the unreasonable. And for that matter the brave.
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