The goal is to position the New York Festivals among the top award shows in the world. We’re doing this by embracing New York’s attitude, and the unique people that live in this city. The people that make New York, New York. Their hustle. Their grit. Their no-bullshit attitude. They’re what makes it the greatest city on earth, and they are the hardest judges in the world. Because they’ve seen it all. If you can win in New York, you can win anywhere.

Situation: The lack of messaging consistency and a weak brand positioning throughout the years has affected the reputation of the NYF show in an already very competitive landscape.
Audience: Gold Seekers: Creative Excellence Committees that are interested in moving their careers forward via industry exposure;
Objectives: Increase Total entries previous year; Earned placements in high level trade outlets and build a stronger reputation.
Brief: The big apple. The city that never sleeps. Gotham. City of hustlers and bullshiters, cradle of advertising. The place where the Mad Men were born and legends like Ogilvy and Bernbach walked its streets. NY is the Center of the advertising world, and this is its festival.

"Show us something we haven’t seen” is a phrase familiar to anyone who works in media & advertising. In an industry dedicated to unique, stand out work you’ll hear it from clients, strategists, producers, ECDS & CEOS. So why not an awards festival? Especially one based in the greatest city on earth. We New Yorkers have seen it all. So if you’re going to submit something to New York Festivals, it better be mind-boggling, it better be fresh, it better be groundbreaking. You better show us ‘something we haven’t seen”. We’re the toughest creative judge you’ve ever had.

Casting Process:

Our talent had to be a real local New Yorker. We exhausted social connections, camera tested friends/family and frequented local meeting spots. Outside our local deli we discovered Erma. Erma is a wise cracking New Yorker who spends her days with a coffee and cigarette in hand, observing and judging. If it’s happened in NYC, she’s seen it.

Edit:

To replicate the energy of NYC our edits pacing is undulating and unpredictable, cutting, chopping, and changing between short and fast vs long and slow. 
It uses immersive techniques such as whip pan’s, match cuts and invisible transitions to give you a first person POV and experience of the city’s streets.
A singular narrative voice is used to tie together the organized chaos. As our sound surrounds you and paints a sonic picture of the city.
Our edit avoids the cliché and predictable. Taking you on a journey that you could only ever experience in New York. 

Photography:

Our campaign is shot in a candid street style treatment. A photography approach that is synonymous with New York City. The images capture the strange, wild head turning scenes – that New Yorkers don’t even blink at.
The photography isn’t overly treated. It’s unapologetically raw and natural. Produced with film grain, high contrast, dark black points, and flat shadows. An analog production that makes them more than just observation. They immerse you in the dirt, noise, and energy of NYC.

Impact:

1,026,033 impressions on Linkedin
878,069 impressions on Facebook
59,257 views on YouTube from paid ads
Featured on: Top Best Ads On TV, The Stable (Australia), Shoot Online (USA), Little Black Book (Europe), Adweek, Campaign, Roastbrief, among others.
+127% Increase in Entries (vs 2022)
346.5M Earned Impressions