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Award Shows are for Losers
September 23, 2009 My wife (McWarman) and I were in Chicago recently to attend the Chicago Creative Club advertising awards show. Those organizing the event called it the “No Show” and proclaimed it like no other awards show out there. They chose to have the event concert style at The Riviera, an old theatre (minus the seats) in Uptown. An obnoxious MC, a lively and loud crowd of over 1200, free drinks, an eccentric indie band (Of Montreal) and, oh yeah, a few awards, made up the night. Some I talked to thought it rocked. Some thought it was an embarrassment. But none could deny it was a party. A party that brought a ton of ad folks together to celebrate as a community. Which begs the question… What’s the best way for any local advertising community to celebrate their creative work? A sit-down dinner with a host and Oscar-like presenters? How about a gallery show and presentation ceremony? Like Chicago, a good old-fashioned party with a band? Or, should they even celebrate it at all? The first few questions are debatable, but the last one I know for sure. Celebrating great creative work should be done often, more often, and then over and over again. And it’s not so much about the work as it is about the creative minds being exposed to the work. Award shows and other creative recognition are more for the people who aren’t winning than anyone else. Being exposed to “the chosen” work inspires non-winning creatives by setting instant, visible goals for them. And that inspiration is what makes ideas fresher, newer and more exciting the next year. It’s the constant evolution of great creative ideas. And agencies, clients and even consumers benefit from it. Sure, we need the winners. But we need the losers more. So, I say, celebrate the work. As much as possible and however you want. And invite as many people as possible to witness it. Because next year’s better idea will likely come from one of this year’s attentive losers. posted by jeffrey warman September 23, 2009 in northlichin'
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Jeffrey Warman 
Tom Schaefer 
© 2011 Northlich, LLC. All rights reserved.
Great points and a nice, refreshing perspective on shows. Award shows should be more about sharing great work and thinking. They should recognize good work and be a platform to inspire other great work. All to often they turn into ego-stroking, jealously-fests. As far as the type of event, I prefer the party or gallery showing to the Oscar-style presentations. “and the winner is…” only leads to people taking themselves too seriously and means a long, boring night. It’s a local ad show. Not the noble prize being awarded. That’s just my 2 cents.
Thanks for the comments, Jimmy. I totally agree with your 2 cents.