Written by Kianna Best on Sep 3, 2024. Posted in Awards and Festivals

Gerety Awards announces 2024 winners

The winners have been announced for this year’s Gerety Awards with seven grand prix recipients coming out on top. The judging panel of 200 from 47 countries awarded 24 Gold, 94 Silver and 71 Bronze, with 198 entries on the shortlist. The most awarded countries in this edition were Germany, USA, UK and France, with Rights against the Right - The first trademark that stops trading Nazi merch as the most awarded campaign overall. Other top awarded brands include WWF, Tennessee Department of Tourist Development, Mc Donald’s, Frankfurter Allgemeine Zeitung and Wisp x Abortion Freedom Fund.

Adidas | Runner 321

FCB Canada

Adidas took home the Grand Prix for the Work for Good cut at this year’s Gerety Awards. For their project Runner 321, the campaign showcase some athletes and the numbers of their jerseys that kids grow up aspiring to. But Adidas are shifting the narrative for those who don’t see athletes that took like them. 321’s significance comes from it being the number signifying the chromosome that cause Down Syndrome. The brand have launched a campaign calling for every world marathon to hold the number 321 for a competitor with Down Syndrome, led by their first official brand athlete with Down Syndrome, so that more athletes can see themselves in the mainstream. But the campaign was not limited to the Adidas name, with even their competitors taking on the pledge and adding Runner 321 to their sponsored events .

Whatsapp | We Are Ayenda

Creative X, Meta US

WhatsApp group chats are put to the forefront of a more serious conversation in the recent winning campaign for the Entertainment Cut for TV/Cinema. Titled We Are Ayenda, the campign documents the voice notes and messages of the Afghan women’s football team and their escape from the Taliban. Highlighting the 30 minute documentary available to watch on Prime Video,. The campaign showcases the significance of WhatsApp in the escape, with the platform providing encrypted messaging, protecting sensitive information in the turbulent times.

HORNBACH | The Square Meter

HeimatTBWA\Germnay Berlin

The Craft Cut for production design went to HORNBACH, Berlin based company for their project The Square Meter. For the project, cramped quarters are transformed for optimal functionality, with a bedroom, shifting into a shower with ease, and a kitchen storage solutions found at higher heights. With the tag line “every square meter deserves to be the best in the world,” the home improvement superstore exemplify their ability to make event the smallest of spaces work for anyone and any occasion.

Frankfurter Allgemeine Zeitung | The 100th edition

Scholz & Friends berlin

Taking home the Grand Prix for the communication and craft cut, The 100th edition captures the longevity of the Frankfurter Allgemeine newspaper and their Brilliant Minds campaign. In the photo montage based project the advertisement showcases the subjects of the campaign in the usual fashion of having their faces covered by the newspaper and the backgrounds telling their whole story. For 99 editions, the campaign has celebrated everyone from Oscar winners to Nobel laureates, but for the centenary issue, the newspaper chose Margot Friedländer, one of Germany’s last living survivors of the Holocaust. The campaign features a staggering image of Friedländer holding up the paper in front of her face, surrounded by the expansive Holocaust memorial in a photograph taken by Wim Wenders.

JR GROUP | My Japan Railway

Dentsu Inc. Japan

The Craft Cut for Art Direction went to JR Group for My Japan Railway, a look into the power of design. In a colourful and musical campaign, JR Group display how they created culturally specific stamps to celebrate the 150^th anniversary of the Japan Railway. With the portrayal of each stamp, the music shifts to reflect the experience of each image being captures from serene waterscapes to the hustle and bustle of the train service. Researching the history and culture of 900 stations and the communities they serve, the company were able to design not only an aesthetically intriguing campaign and product and one that taps into the local people.

Orange | WoMen’s football

Marcel Paris

The winner for the Communication Cut- Online Video was Orange's WoMen’s football. In a world where the disparities between men’s and women’s sports still skews in favour and attention towards the men’s games, the France women’s world cup put out a campaign to change that. Using a compilation of responses to open the commercial, the campaign follows with a series of high octane moments from matches featuring familiar football faces such as Killian Mbappe, Antoine Griezmann and Aurélien Tchouaméni, claiming “only les Bleus can make us feel this way”. But in a twist, the video rewinds and vfx is removed to reveal that the players are in fact faces of the women’s teams. With coverage in over 91 countries and 200 million organic views, the campaign transcended ad status, and achieved a shift in the perception of women’s football.