There are a lot of award shows in advertising, and it’s easy to feel fatigued. But before you turn away, the Tomorrow Awards actually offer something different from the usual awards fest, by showcasing work that is genuinely pushing the boundaries of the industry.
The Tomorrow Awards were launched in 2010 by Ignacio Oreamuno, executive director of the Art Directors Club and IHAVEANIDEA, with the intention of celebrating work that gives an indication of “where things are going” in advertising. There are no categories, the judges are simply looking for the most innovative projects each year.
Five projects have been awarded this year, by a panel of judges including Fernando Romano (CCO and partner at Naked Brazil), Sune Kaae (senior technology director at R/GA), Sophia Bendz (global director of marketing at Spotify), Joel Lunenfeld (VP of global brand strategy at Twitter), and Amani Duncan (VP, brand marketing at CF Martin and Co). Below are details of the five winners.
Omote 3D is “the world’s first 3D portrait studio”, created by Party in Japan. A pop-up shop in Tokyo was open for two months and visitors to the store, which included Pharrell Williams and JJ Abrams, could call by and get 3D figurine portraits made. More info on the project is here.
Cinder, created by the Barbarian Group in New York, is an open source C++ library for creative coding. It has already been used to create large-scale interactive installations, intricate data visualisations and mobile apps. More info is here.
The Empty Shop was created by Loducca in Brazil as an unusual means of collecting charity donations. Visitors were invited to bring clothes to the store, which was then emptied each night. By the end of the drive, 3.2 tons of clothes had been collected. More info is here.
The Swebus Train Switch, created by Åkestam Holst in Sweden, gave discounted tickets on Swebus buses when trains, the company’s main competition, were late to the station. Each delayed minute equalled one per cent discount, and if a train was cancelled, the bus ticket was free. The campaign ran through winter 2012. More info here.
The Natalia Project by RBK Communication in Sweden uses social media in an innovative way to draw attention to human rights abuses. More info on the project is here.
ADC in New York will be hosting an event, ‘Art & Tech – Welcome to Tomorrow’, tied into the Tomorrow Awards on October 10.