‘The Merit Awards’ is a creative competition which rewards the best Belgian agency of the year. This year, a new more precise rule clarifies the criteria which will be used to award the title of ‘Agency of the Year’. The agencies taking part all have to submit a dossier, and everyone knows the rules. Which makes awarding the prizes totally transparent. To announce these changes, we decided to create several ads which featured the best known agency chiefs and creative directors in the country
All the ads were made of paper and entirely handcrafted. Each decorative element (such as the background for example) is associated with the person illustrated or their agency. In each ad, humorous and fictitious copy explains the lengths to which the agency chiefs or creative directors were prepared to go in an attempt to influence the jury so that they would win the ‘Agency of the Year’ title. Unfortunately for them, this year it is a waste of effort.