AN OPTIMISTIC ADVENTURE
The inside story on the new AdForum PHNX Tribute, a very different sort of competition.
So the story has already begun: the jury is ramping up and the entries are coming in. Something that was only a spark in my mind a couple of months ago has truly risen up to become the AdForum PHNX Tribute – a one-off, free-to-enter online celebration.
Has such a project, complete with website, brand identity and entry system, ever before been created in just one month? I’m not sure! But my heartfelt thanks goes out to my friends, colleagues and partners who grabbed the idea, ran with it, and made it happen. July 9 will be the culmination of all these efforts, with an online celebration whose form even I’m not sure of yet!
If you’re new to this story, you may still be wondering what it’s all about. Here are a few answers to questions I’ve been asked recently.
Why did AdForum launch the PHNX Tribute
As happened elsewhere, when confinement began here in France there was a huge feeling of anxiety and stress. Agencies started laying off staff; awards shows were cancelled en masse. But I felt that at a certain point people would want to start looking forward again. That there would be need for optimism and positivity. I also felt it was a shame we wouldn’t be able to celebrate great creative work this summer. There’s been so much good work in 2019 and early 2020. Doesn’t it deserve to be recognized? Of course it does! So we decided to create the AdForum PHNX Tribute: a tribute to the power of creativit
Do you think people are ready for yet another award?
I don’t see this as an awards show, more of an online celebration of great work. We’ve asked the jury to vote in a spirit of unity and generosity. Plus it’s unconventional in so many other ways. It’s one-off. It’s free. It’s aimed at individuals and teams rather than agencies. And we have a mixed jury of creatives, strategists, consultants and journalists. But what we really want to say here is that creativity matters. It matters deeply. Just look at the explosion of creativity that’s happened during the crisis. Creativity is an essential part of humanity.
Why is AdForum a good platform for a project like this?
Well, since the beginning AdForum’s mission has been to promote creative talent. One part of that is its partnerships with many awards shows around the world, who let us share all their winners. Over the years we’ve also developed into a global hub, where agencies can showcase their campaigns, share their news and reach out to clients, consultants and each other. So we already had all the ingredients in place to start a project with a global community spirit.
What will be the legacy of the project?
Reinforcing that sense of community is a key part of it. But above all we want to reflect the way this industry is fantastic at rising up when it’s knocked down. That’s where the idea of the phoenix came from, which evolved into PHNX. Our slogan sums it all up: “Rise and shine.” And by the way, if anyone reading this wants to rise and shine as an entrant or a juror, you’re more than welcome!
www.adforum.com/phnx