Gerety Awards’ new campaign by Cossette emphasizes the jury’s unique perspective
Posted on 2023 Mar,13  | By ArabAd's staff

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One of the world’s most awarded independent agencies, Cossette developed a powerful call for entries campaign for the Gerety Awards. 

Named after Frances Gerety, the copywriter who in 1948 coined the slogan "A diamond is forever”, the Gerety has distinguished itself from other awards with its all-female jury who select each year the best in advertising,  Analysing the work through the female lens, hence creating a benchmark that is relevant to the market reality, all while redefining the standard to which advertising has traditionally been held.

With more than 20 translations, the new copy-based campaign emphasizes the power of having a different perspective—"Our power is perspective"; "Widen the window of work"; "Look deeper"; "Change the lens"; "Where new insights emerge"; "The view others miss"—the kind of perspective the industry (quite literally) can’t get anywhere else other than the Gerety Awards jury.

This year’s jury includes 190 judges from 40 different countries, open to all advertising agencies, advertisers, studios and production companies worldwide. Both national and international campaigns may compete. The only judging criteria is originality of the idea and creativity in its execution.

Cossette were the Gerety Awards Agency of the year in 2021 and have won the Gerety since its inception with clients like Sick Kids, Nabs, McDonald’s and the World Wheelchair Rugby. They sought out to develop an idea capable of driving entries that are more diversified showcasing the value of an all-woman perspective without reinforcing old stereotypes.

Nicole Ellerton, Group Creative Director / AD explains: "We knew we needed to dive into what makes the Gerety Awards distinctly different from all the other shows in the awards circuit. Having an all-female jury creates an environment where the work is evaluated through a unique lens and offers a perspective that no other show can offer.”

The Gerety Talks will have a special discussion with Nicole Ellerton about the Gerety call for entries campaign on Tuesday, March 14th.

With more than 20 years in the business, Nicole has honed her skills and experience across multiple disciplines and industries with clients such as Ford, Air Canada, P&G, Walmart and Viagra to name a few. She currently oversees work for Google Canada, YouTube and General Mills.

After initially getting her start as a graphic designer, Nicole switched over to Art Direction after falling in love with the intersection of craft and visual storytelling. Nicole loves how no two days in this business are exactly the same and is constantly invigorated by the talent and insightful work the industry is forging in this fast-paced world.

Nicole's work has been recognized by all of the major award shows including Cannes, One Show, D&AD, Clios, LIAs, Communication Arts, ADCC and the Marketing Awards. She has been honored to lend her talent and experience to multiple judging panels such as Applied Arts, Marketing Awards and Lotus Awards. Nicole has also acted as a student mentor for the Miami Ad School.

The 2023 Gerety Awards has announced an extension of its call for entries deadline that has been set for April 14, 2023.