The 4A's Partner Awards is an awards program recognising creative partnerships, in an effort to highlight work that demonstrates how good collaboration can raise the creative bar while affecting the client’s bottom line. The awards were celebrated at the 4A’s Accelerate in Miami.
The campaign was produced in collaboration with 23 different partners, and landed further awards in the Pro Bono Partnership: Large Agency, and Health & Wellness: Large Agency categories. David Angelo, jury chair of the 4A’s Partner Awards, and founder and chairman of David&Goliath praised the campaign, noting that among a strong pool, ‘Imaginary friend had stood out “because of its heart.”
Also commenting on the winning paper, Marla Kaplowitz, President and CEO of the 4A’s, the largest ad agency trade body in the US, noted the trend toward more purpose-driven content, adding that her organization was “pleased to see meaningful creativity receive increasing recognition.”
Other winning campaigns included P&G’s ‘The Talk’, which in partnership with agency Hearts & Science, Egami consulting, Kalabo Ink Society and ABC, produced a sobering campaign around the conversations African-American parents have with their children about racial bias and prejudice. In association with the TV comedy ‘Black-ish’, the show also featured a black marketing executive whose work on a similar campaign inspires him to have a similarly frank talk with his colleagues. The campaign took the Brand Partnership: Large Agency award.
Elsewhere, BBDO’s ‘Balance the Equation’ campaign for GE explored a world where female scientists are treated like celebrities. The creative was executed in partnership with Obscura Digital, Nicole Holofcener of Bob Industries and Grand Central Terminal.
Continuing the emphasis on cause-related partnerships, Mother won the large agency award for its work with Stella Artois, Water.org, Snarkitecture, Mediacom, and 3PM, which invited commuters to celebrate World Water Day with the unveiling of a public art installation in NYC’s World Trade Centre.
Sourced from 4A's