kbs + Honored with the Ad Council’s Annual Top Creative Award for Financial Literacy Campaign
NEW YORK, November 21, 2013 – Helping young adults take control of their finances and add saving to their lifestyle was the focus of the Ad Council and The American Institute of CPA’s (AICPA) Financial Literacy campaign created pro bono by New York-based advertising agency kbs+. Last night the campaign earned kbs+ the Ad Council’s top creative award of the year – the Gold Bell for Creative Excellence. Susan Credle, Leo Burnett U.S.A. Chief Creative Officer, and Cindy Gallop, Chairs of the Ad Council’s Campaign Review Committee (CRC), presented the award at the Ad Council’s 60th Annual Public Service Award Dinner. Silver and Bronze Bells were also awarded to Deutsch, Inc. and Y&R for their work on the Emergency Preparedness and Supporting Minority Education campaigns, respectively.
The Gold, Silver, and Bronze Bell winners were chosen from all of the PSA campaigns created by the Ad Council’s volunteer agencies that launched this past year. Through a comprehensive review process, the bell winners were selected by the Ad Council’s CRC, comprised of top creative and planning talent from the nation’s leading advertising agencies. The committee is responsible for review and approval of campaigns' strategic and creative direction and they help to ensure the Ad Council's standard of excellence. In addition to Susan Credle and Cindy Gallop, CRC Chairs include Rob Feakins, President, Chief Creative Officer of Publicis Kaplan Thaler, and Nick Law, Global Chief Creative Officer of R/GA.
“This past year our volunteer advertising agencies created innovative and compelling advertising, which has engaged our audiences and ultimately created significant change on behalf of over 50 social issues ,” said Peggy Conlon, president & CEO of the Ad Council. “We congratulate the creative teams at kbs+, Y&R and Deutsch, Inc. for their well-deserved awards. We are extremely proud and honored to share their inspiring work with our audiences.”
The winning Financial Literacy PSAs by kbs+ demonstrate the significance of starting to save money earlier in life and the impact that saving can have on future plans and success. The PSAs direct audiences to www.feedthepig.org, where they can find helpful tips and information on planning finances and setting saving goals.
“We are grateful for our association with the Ad Council and AICPA – affording us the opportunity to help tackle important social issues like improving financial literacy,” said Lori Senecal, Chairman and CEO, kbs+. “Opportunities like this align directly with our value system of ‘Doing Things That Matter.’ To create ideas that inspire new positive behaviors and make a real difference to many, is truly an honor. This is why we look forward to supporting the extraordinary work of the Ad Council each and every year.”
Previous award winners of the Ad Council Gold Bell include Leo Burnett for the Emergency Preparedness Ready campaign, ArnoldNYC for the Think Before You Speak campaign, Merkley + Partners for the Online Sexual Exploitation campaign, Kirshenbaum bond + partners (now kbs+) for the Adoption from Foster Care campaign and Kaplan Thaler Group for the Underage Drinking Prevention campaign.
The Bronze Bell was awarded to Y&R for their work on the Supporting Minority Education campaign. The new campaign features the tagline “A Mind is a Terrible Thing to Waste But a Wonderful Thing to Invest In” and tells the stories of real students who have benefited from the United Negro College Fund, presenting their future education as an investment in society as a whole. Y&R has been the pro bono agency on the campaign for more than 40 years. Deutsch, Inc. received the Silver Bell for their work on the Ready Kids campaign, in collaboration with the Federal Emergency Management Agency (FEMA). The creative work speaks primarily to parents, encouraging them to have the difficult conversation with their children about emergency preparedness in a way that is smart, playful and ultimately motivates families to action and make a plan.
The Ad Council
The Ad Council is a private, non-profit organization with a 70-year history of marshaling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has affected, and continues to effect, tremendous positive change by raising awareness, inspiring action and saving lives. To learn more about the Ad Council and its campaigns, visit www.adcouncil.org. For more information, please visit www.adcouncil.org. You can also visit www.facebook.com/adcouncil or follow the Ad Council on Twitter @AdCouncil.
The Ad Council