The recently launched Gerety Awards wants to challenge the status quo of the international creative awards circuit through its all-female 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 and Kainaz Karmakar, Chief Creative Officer, Ogilvy, India to name a few.
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’.
Writer & director John Campbell said: “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”.
All types of media can be entered into any of the Gerety Awards’ nine 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