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Boys and Girls Pick up an Addy

Boys and Girls has won a Grand Prix award at the annual Addy Awards for its “Be Extraordinary” campaign for Digicel.

The 60 second spot was designed to work over the 31 markets in which Digicel operates and was shot back in late 2012 by Fish Films with director Chris Cottam in Barbados. The creative team was made up of Rory Hamilton, Bairbre McGlade, Pat Stephenson and Anne Fleming.

With over 50,000 entries annually, the Adddy’s were founded in Florida in 1960 and are run by the American Advertising Federation. The Digicel ad took home the top prize of the Best of Show Overall Award.

According to the judging panel, “the spot was exceptionally well executed, told a great story, and had a good combination of sound, copy and cinematography that engages the viewer”.

Commenting on the win, Digicel Group’s commercial director, Brian Finn, said; “Our Be Extraordinary brand idea forms the basis of all our aspirations, communications and deliverables. It is empowering, positive, upbeat, celebratory and yet humble…because it’s not about us – but all about our customers. This is all about highlighting the extraordinary that is all around us and in celebrating that with our customers.”

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