Spotlight on Area23 and the 2016 Creative Globalization Mural

Area23’s multi-talented team spearheaded the creation of the third annual Global Awards graphic mural symbolizing Creative Globalization within the healthcare and wellness creative community. This year’s theme, celebrating the 22nd anniversary of the Global Awards, was titled “The Gargantuan Galaxies” and was conceptualized by Area23’s Group Art Supervisor, Kenny Jenkins. The creative mural debuted on November 17th, at the 2016 Global Awards celebration in New York City and commemorated the Global Awards ongoing commitment to the World's Best Healthcare & Wellness Advertising℠.

In the interview below, the creative team from Area23 shared their thoughts on the third annual Creative Globalization mural including what they hoped to accomplish with its creation, how Area23 conceptualized 2016 mural's theme, the driving force behind creating a branded collateral piece as a take away, and more.

Global Awards: Why did Area23 agree to create the third annual Creative Globalization mural for the 2016 Global Awards celebration?

Area23: We saw the murals that were created from previous years and didn’t want to miss the chance to conjure up something fun and unexpected for this year’s rendition.

Global Awards: What was the creative vision for the mural and what did you hope to accomplish?

Area23: We’re seeing great work being produced from all corners of the globe and wanted to pay homage to a number of last year’s Global Award winners in what we dubbed The Gargantuan Galaxies of the Global Awards. We brought the core ideas to life and envisioned them co-existing in one fantastical scene. Then we added a heavy helping of imagination, a dollop of elbow grease, and a dash of whimsy so that viewers are pushed to take a closer look—not just at our interpretations in the mural, but back to the original ideas we referenced—and draw inspiration to create the next wave of award-winning work.

Global Awards: Can you tell me more about the team involved in concept, design and set-up and how they worked together? Any challenges?

Area23: A good amount of time was spent up front, researching each of the winning entries from last year and planning for all the components to merge into one enormous collage. In all, you’re looking at over 100 hours spent producing a mural on what’s meant to be someone’s “downtime.” Not an easy task, especially when juggling a number of other projects. We initially started with a number of teams throwing around ideas but ultimately narrowed it down to a concept that originated and was executed by one of our multi-talented Creatives, Kenny Jenkins. He created illustrations for the entire mural and tirelessly shepherded the project to completion. We’re super proud of Kenny and the results of his hard work.

Global Awards: The mural was unveiled at the 2016 Global Awards celebration on November 17th, what response did it elicit from the award-winners and attendees?

Area23: Didn’t get a chance to poll every attendee but we did spot a good number of smiles. For us, that’s as rewarding as winning a Global.

Global Awards: The team created a handout of the 2016 Global Awards mural to share with attendees, what was the driving force behind creating that branded collateral piece and how was it received?

Area23: It goes back to acknowledging great work. From experience, we know that there are countless people—agencies and clients alike—working around the clock to come up with the next great idea. To bring solutions to an under-served population or disease. To make a difference in patients’ lives. To inspire and be inspired.

At the very least, we wanted to provide a key to the mural to help identify the talented and lucky few who hit the mark.

Global Awards: Any advice for next year’s Creative Globalization mural team?

Area23: Pack a toothbrush and a change of underwear.

NewYork Festivals
Global Awards Executive Jury Perspective: Gary Scheiner

The 2016 Global Awards Executive Jury met in New York on Tuesday, October 18th to review entries from around the world. These renowned award-winning creatives represent the most prominent agencies in healthcare and wellness advertising. Their ability to spot innovation and their dedication to the industry ensure that each entry is judged with global knowledge and perspective from the industry.

In this Global Awards Executive Jury Perspective interview, Globals spent some time with Gary Scheiner, Global Chief Creative Officer for GHG. Gary brings a unique perspective to GHG, having spent the majority of his career with one foot in the consumer health and wellness space and the other in industries as diverse as automotive, technology, telecommunications, and travel & leisure.

Gary worked at O&M Direct and MRM Worldwide, where he learned the power of actionable, measurable marketing, held leadership roles at general agencies FCB and TBWAChiatDay, and was Rosetta’s first Chief Creative Officer, helping that agency be named AdAge’s #1 Agency to Watch in 2011. While at Arnold Worldwide, he built a consumer health and wellness business (his third one at 3 different agencies), which became the fastest growing business unit in the company.

His award-winning work scored meaningful impact for his clients, including selling 2,000 SUVs through the mail sight unseen for GMC Trucks, launching the Michael J. Fox Foundation for Parkinson’s Research and helping it raise over $30 million in private donations. His healthcare campaigns for Schering Plough and Allergan both became cultural icons that lit up social media and late night talk shows.

Gary spent a few moments with the Global Awards to share his thoughts on why he joined this year's Executive Jury, the elements that make up an award-winning campaign, and what's next for global healthcare agencies.

Global Awards: Why did you decide to participate on the 2016 Global Awards Executive Jury.

Gary Scheiner: I strongly believe that the healthcare industry is one of the most exciting areas of marketing and innovation right now. But the creative work, in general, is not as highly regarded as other industries. We need to do everything we can to elevate the thinking and promote the very best work if we are going to change perceptions and attract the best talent.

Global Awards: What elements make up a great award-winning campaign?

Gary Scheiner: It starts with a unique, differentiating, own able idea that is built on an inspiring strategy and true insight. If you don’t have those things, you don’t have an award-winning idea. Flawless execution, while not easy to do, is the easier part of the equation.

Global Awards: What is the next challenge for global healthcare agencies?

Gary Scheiner: Developing big ideas that can stand up against any great piece of communication. The reality is, as the definition of healthcare continues to expand and as the pressure on clients to deliver bigger and better results increases, more and more non-healthcare agencies will compete for work. That means it’s not enough to understand the science or MOA. It will be about who can deliver the best, most differentiating ideas and experiences.

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NewYork Festivals
Global Awards Executive Jury Perspective: Elizabeth Elfenbein

The Global Awards Executive Jury Perspective features insights from some of the most award-winning creative leaders in healthcare and wellness advertising. These innovative thought-leaders meet annually in New York City to review entries from around the world select the World’s Best Healthcare & Wellness Advertising.

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The Global Awards spent 5 minutes with Elizabeth Elfenbein, Creative Partner, The Bloc, USA. Elizabeth is a leader and restless creative disrupter at The Bloc, driving innovation by recognizing and fulfilling unmet needs — for her agency, her clients, and the industry at large. A sought after juror for all the major award shows, Elizabeth has been breaking the boundaries of traditional health-and-wellness advertising for many years creating unforgettable, industry-first experiments and experiences that are highly engaging and deliver impressive results with all stakeholders.

In the interview below, Elizabeth shares her views on the evolving healthcare and wellness landscape. Keep reading to find out her insights on judging, emerging trends, and the next challenge for healthcare communicators.

Global Awards: What elements make up a great award-winning campaign?

Elizabeth Elfenbein: Award-winning ideas surprise and delight their audience. They’re insight-rich, they strike an emotional chord, and they’re visceral. And a lot of these ideas are activated via experiential events or through public relations.

Global Awards: What are your top criteria when judging to determine whether a campaign is successful and award-winning?

Elizabeth Elfenbein: First and foremost, is it a big idea that will drive or influence change? Secondly, is the caliber of the execution equal to the magnitude of the idea and beautiful in how it manifests from a design perspective, and does the copy speak authentically to its customer?

Global Awards: What trends are influencing the way healthcare communicators reach their audience?

Elizabeth Elfenbein: Technology continues to evolve and bring new kinds of experiences to its customers. We will always have ideas that inspire action, but it’s the way we execute them now that’s different. Augmented reality and virtual reality are allowing people to walk in patients’ shoes and experience their plight, literally. And health tech is evolving to be more human.

Global Awards: What is the next challenge for global healthcare agencies? Elizabeth Elfenbein: To recognize that technology and healthcare are at an intersection. Health tech is here to stay and will be the future of our business. And what this means is that agencies need to have health tech as a core competency or, at a minimum, find the right partner to acquire it.

Global Awards: What fuels your passion for the healthcare and wellness advertising industry?

Elizabeth Elfenbein: Having worked across sectors my whole career, the one thing that I can say about healthcare advertising is that I can make a difference in people’s lives. And it’s real. When I worked on Citibank, I could create un-bank-like experiences that would maybe make people laugh while they were waiting in line to bank. But in healthcare, we get to create ideas that build communities and drive action that ultimately has the opportunity to influence health at large.

NewYork Festivals
Global Awards Executive Jury Perspective: Tim Hawkey

The Global Awards Executive Jury Perspective features insights from some of the most award-winning creative leaders in healthcare and wellness advertising. These innovative thought-leaders meet annually in New York City to review entries from around the world select the World’s Best Healthcare & Wellness Advertising.

The Global Awards spent 5 minutes with Tim Hawkey, Managing Director& Executive Creative Director for Area 23. Tim cut his teeth building healthcare megabrands at Grey Healthcare Group and Havas Life. For the past 13 years, he’s made FCB Health his home, the last five of which he has spent leading sister agency Area 23 and establishing it as a creative force in the industry. Under Tim’s leadership, Area 23 was named Med Ad News Most Creative Agency for the past two years.

In the interview below, Tim shares his views on the ever-changing world of healthcare and wellness communications including what makes a great award-winning campaign, the next challenge for healthcare agencies, and what fuels his creative passion.

Global Awards: What elements make up a great award-winning campaign?

Tim Hawkey: I look for ideas that either surprise me, hit me in the gut emotionally, or in rare cases do both (like the Sativex work from Langland a couple years ago). And then I look for execution. If it's not done stunningly well, then it doesn't win.

Global Awards: What is the next challenge for global healthcare agencies?

Tim Hawkey: I think the next challenge for global healthcare agencies is to not lose momentum. There's been a decent spike in the creative quality in the last couple of years, driven by the upsurgence of international award shows. But we are our own worst enemy in this sector. Complacency is always right around the corner and the easy way out is always a tempting option. So we all have to commit to elevating the quality of the work, even if it means more sweat and tears and longer days and nights.

Global Awards: What fuels your passion for the healthcare and wellness advertising industry?

Tim Hawkey: I know the right answer here is that I'm driven by the power to connect people with life saving medicines... and while that's partially true, I think my passion at this time is really driven by the creative opportunity. Health and Wellness has so much creative potential, particularly because we're dealing with matters that are so powerfully important and personal. So what I'm most excited about is the work we have yet to see. I think the next few years are going to be pretty exciting.
 

NewYork Festivals
Global Awards Executive Jury Perspective: Scott Carlton

Scott Carlton, 2016 Executive Jury member and VP, Associate Creative Director for Saatchi & Saatchi Wellness integrates consumer insights, writing, imagery, design, storytelling, content creation and curation within non-traditional and traditional channels. With over 25 years experience, Scott has worked with some of most respected agencies in the industry and has created award-winning campaigns for some of the world’s most prominent brands.

Scot joined the 2016 Executive Jury in New York on October 18th to review entries from around the world. It takes experience, brilliant creative chops, and dedication to select the World’s Best Healthcare & Wellness Advertising. These award-winning Executive Jury members are from the world’s most prominent agencies, their careful evaluation ensure that each entry is judged with global knowledge and perspective from the industry.

In the interview below, the Global Awards spent 5 minutes with Scott Carlton discussing the dynamic healthcare and wellness industry. Keep reading to learn about Scott's perspective on judging, the elements that make up an award-winning campaign, the trends influencing healthcare communicators and what fuels his passion.

Global Awards: Why did you decide to participate on the 2016 Global Awards Executive Jury?

Scott Carlton: It’s all about inspiration. You want to see what the world is doing to help raise the bar on upcoming creative efforts.

Global Awards In your opinion, does judging with your colleagues and the conversations that take place in the rooms influence your approach to the creative process?

Scott Carlton: I love that part. Sharing what are your favorites. Talking about what will inspire others. Tossing around how to best represent our industry. It’s so valuable to interact as a group.

Global Awards: What elements make up a great award-winning campaign?

Scott Carlson: For me, it’s the idea of taking a fresh look at something. Combining two disparate elements to create something fresh and original.

Global Awards: What are your top criteria when judging to determine whether a campaign is successful and award-winning?

Scott Carlton: First, the emotional gut response to a project is important. In other words, how does it make me feel? Do I love it? Do I wish I had thought of it? Then, I ask myself does it is communicate what the product or service does. And does the idea promote an appropriate meaningful action.

Global Awards: What trends are influencing the way healthcare communicators reach their audience?

Scott Carlton: Technology, high and low. Something as amazing as data-collection or as simple as a piece of chalk. It’s the world in which we live in now.

Global Awards: What is the next challenge for global healthcare agencies?

Scott Carlton: I think to move beyond cause-related communications and create amazing work for real products and actual pharmaceutical solutions.

Global Awards: What fuels your passion for the healthcare and wellness advertising industry?

Scott Carlton: The thought that we’re actually helping people. That our work contributes to the betterment of the world and its inhabitants.

NewYork Festivals
Global Awards Executive Jury Perspective: Tina Fascetti

The 2016 Global Awards Executive Jury met in New York on Tuesday, October 18th to review entries from around the world. These renowned award-winning creatives represent the most prominent agencies in healthcare and wellness advertising. Their ability to spot innovation and their dedication to the industry ensure that each entry is judged with global knowledge and perspective from the industry.

In this Global Awards Executive Jury Perspective interview, Globals spent some time with Tina Fascetti, Chief Creative Officer of Guidemark Health™. Tina is a creative leader and visionary whose career spans more than 20 years and includes a strong track record of successful product launches in the health and wellness, and consumer space. Tina’s role at Guidemark Health is to ensure that each brand has the right positioning and creative platform. Her approach is to create innovative multi channel brand experiences that touch the heart, mind, and senses.

Keep reading to find out more about Tina, including why she decided to join the 2016 Executive Jury, her top criteria when selecting award-winning work, and the trends influencing healthcare communicators.

Global Awards: Why did you decide to participate on the 2016 Global Awards Executive Jury?

Tina Fascetti: Great work raises the game for our industry and that is our responsibility as executive jury members. The Global Awards is an excellent representation of the great work being done worldwide. I also love to be inspired by the creativity of others and one day of judging the Global Awards stays with me the rest of the year.

Global Awards: In your opinion, does judging with your colleagues and the conversations that take place in the room influence your approach to the creative process?

Tina Fascetti: Yes. The conversations between us are the most rewarding part of the judging experience. I have found there to be a lot of mutual respect in the room and I really enjoy it when my initial assessment of the work is moved and changed based on the perspectives of others.

Global Awards: What are your top criteria when judging to determine whether a campaign is successful and award-winning?

Tina Fascetti: I find almost all work can be judged against S.C.O.R.E. Is it on STRATEGY? Is it CREDIBLE to the audience? Is it OWNABLE? Does it engage a REACTION with the audience? Is it EXCITING? If the work hits on all of the above criteria, there is a good chance it will be successful and award-winning.

Global Awards: What trends are influencing the way healthcare communicators reach their audience?

Tina Fascetti: The trends I am seeing the most are: Brands and companies marrying meaningful social responsibility with disease awareness, a good example is the “This bike has MS campaign” where people could sponsor a bike that has been engineered to simulate some of the most common symptoms of multiple sclerosis. The Bike was the ridden in the MS Melbourne Cycle Race where people who did not understand what it is like to have MS could relate on a deeper level. The second trend I’ve seen is unbranded cinematic documentary-style storytelling videos that bring the promise of the brand to life through life-altering experiences; a great example is Philips Breathless Choir campaign. In the film, the product was secondary to the story but clearly the underlying reason the story exists to begin with. Another trend is the proper use of humor to communicate about serious conditions. Two great examples are: MACMA Manboobs breast self-examination video and CANSA Testi-monials.

NewYork Festivals