The recently launched Gerety Awards wants to challenge the status quo of the international creative awards circuit through its jury. Today it launches a call for entries film with an homage to Frances Gerety.
The copywriter who coined the slogan “A diamond is forever,” gives her name to the award that provides a global platform for talent and supports initiatives championing diversity in the creative industries – at a moment when the advertising industry is trying to redefine itself.
The Gerety Awards Jury includes some of the world’s leading agency and brand creatives such as:
- Francine Li, Global Brand Marketing, NetFlix, USA
- Laura Jordan Bambach, Chief Creative Officer, Mr President, UK
- Samantha Almeida, Director Mynd_Music2, Brazil Britta Poetzsch, Chief Creative Officer, Track, Germany
- Kainaz Karmakar, Chief Creative Officer, Ogilvy, India
The film starts with a top shot of Frances Gerety writing at a table, and takes the viewer through her train of thought while trying to come up with a tagline for a DeBeers diamonds campaign. Pondering over the fact that ‘we all need to leave a mark on the world’, she eventually comes up with the slogan that resulted in her famous line: ‘A diamond is forever’.
Watch the video below:
“Not everyone knows DeBeers or Frances Gerety so that’s the starting point for telling people about the Gerety Awards and their Diamond Cuts. Regarding the famous line, ‘A Diamond is Forever,’ Frances was quoted as saying she just wrote it on a piece of paper one night so I imagined what that might have actually looked like in 1948 and then distilled that moment in time. I believe everyone has the ability to be creative and I’m in love with the creative process and its infinite pathways which are fascinating. When we put it all in place, I looked at the monitor and said, ‘That’s exactly what I had in my mind’s eye. Roll camera’”
The film can be watched on the Gerety Social media pages Facebook, Twitter and Instagram. All types of media can be entered into any of the Gerety Awards’ 9 categories called CUTS, (like a diamond) Media, Innovation, Entertainment, Communication, Craft, Experience, Works for Good, Health and Portfolios. All advertising works broadcast between January 2018 and the deadline are eligible for entry and the works are judged on two criteria: originality and creative execution
The deadline of entries is on April 1. Find out more at www.geretyawards.com. Follow on Twitter, Facebook and Instagram.
Credits:
Writer/Director: John Campbell
Producer: Nick Saward
Starring: Lenka Gmitrova
Voice Over: Roy McCrerey
Director of Photography: Martin Matiasek
Focus Puller: Pavel Kurak
Gaffer: Tomas Prajsler
Key Grip: Jirka Gazda
Best Boy Grip: Karel Holas
Prop Master: Marek Smehlik
Props Supplier: Petra Prikrylova
Costume Stylist: Terezie Dvorakova
Makeup & Hair: Natalie Jachimova
Editor: Lenka Gmitrova
Recorded & Mixed at Soundsquare
Managing Director: Pavel Rejholec
Sound Mixer: Jan Majstr
Sound Post-Production Manager: Jakub Slama
Post Production by PFX
Managing Director: Lukas Keclik
Flame Operator: Radek Svoboda
Compositor: Martin Zika
Post Production Manager: Aneta Praglova
Camera equipment provided by Panavision Cz courtesy of Vaclav Hejduk
Lighting provided by Panalux Cz courtesy of Roman Porkert
Music Licensing provided by Tracks and Fields courtesy of Christian Mix-Linzer
