Awards ceremonies have been around for years.
For a long time they followed a simple formula. Get a popular host. Get them to say nice things about the nominees. Then something even nicer about the winners. Let the winners come up and thank people. A lot of people.
Repeat for the next ceremony. And the next. And the next.
That was until they asked Ricky Gervais to host The Golden Globes.
Gervais adopted a slightly different approach. The things he said about the people weren’t quite as nice.
For instance, on Leonardo DiCaprio…
“Once Upon a Time in Hollywood is nearly 3 hours long. Leonardo DiCaprio attended the premiere and by the end, his date was too old for him”.
Or Martin Scorcese…
“”Martin Scorsese said the Marvel films remind him of theme parks. I don’t know what he’s doing hanging around theme parks – he’s not big enough to go on the rides.”
They are plenty more but they’re probably not appropriate for a family friendly FMCG blog.
Where Gervais led, others followed. Many awards ceremonies now break the traditional rules. They have more of an edge. Just ask Chris Rock and Will Smith.
Each year (well, we are onto our fifth year now…) we like to let you know about our year-end awards that break the rules. The Insight Traction Lions.
They are a set of awards that are firmly anchored in the real world.
A world that understands that shoppers spend much less time thinking about our categories and brands than we do. A world in which shoppers get bored much less quickly than we do. A world in which shoppers buy your product not your purpose.
Awards that honour simple, clear and differentiated shopper communication.
Simple. Communication that says less. That uses few words. Short words. Everyday language.
Clear. Communication that is really easy to process. That tells a shopper what a product is. What it does. Why it’s good.
Differentiated. Communication that is distinctive. That shoppers see, remember and can easily act on.
They are awards for brands that zig when everyone else is zagging.
We will start sharing the Insight Traction Lions winners from Monday 18th November on Linked In. They will run over 4 weeks.
Just follow Insight Traction to see them. You can vote by liking the posts. We’ll share the top 5 in a blog in 4 weeks’ time.
Don’t worry we won’t be insulting the winners.
Feel free to forward. Have a great weekend. Speak to you in a fortnight.