Gravity Media is pleased to announce that the agency has won the Silver Davey Award on behalf of Caesars Entertainment for Best Traditional Media Campaign in the Asian marketplace for our campaign on Lunar New Year in 2013.
The Davey Awards are special awards which are handed to small organizations (between 1-100 employees) exclusively for the “Davids” of creativity. David defeated the giant Goliath with a big idea and a little rock – the sort of things small firms do each year. The annual International Davey Awards honors the achievements of the “Creative Davids” who derive their strength from big ideas, rather than stratospheric budgets. The Davey Awards may be for smaller organizations but the judges have big reputations. The Davey is sanctioned and judged by the International Academy of Visual Arts, an invitation-only body consisting of top-tier professional from a “Who’s Who” of acclaimed media, advertising and marketing firms. IAVA members include executives from organizations such as Condé Nast, Disney, GE, Keller Crescent, Microsoft, Monster.com, MTV, Push., Publicis, Sesame Workshops, The Marketing Store, Worktank and Yahoo! and many more.
Category: Traditional Campaign: Consumer Newspaper / Magazine - Magazine Ad
Description: Traditionally, Lunar New Year creative is known for its cartoon look and feel (a quick Google search will prove that). The agency decided to differentiate the Caesars Lunar New Year creative by making it realistic while giving it that cool factor. The whole look and feel of the creative piece focuses on texture, realistic imagery and traditional colors. The creative resonates with our target audience because we focused on cultural elements symbolizing joy, fortune and prosperity. Every portion of the creative symbolizes a different element. The overall look and feel of the creative was gold themed; in the Asian community, this color represents wealth, luxury, affluence and social status. The gold ingots in the top left are an ancient currency used in historic China dynasties symbolizing wealth and fortune. The firecrackers in the middle of the creative indicates happiness and festivities. The envelope below the snake suggests getting rewarded and acknowledged by family. Finally, the snake centerpiece was used because well, it was the year of the snake.