From: http://creativity-online.com/news/the-grandy-goes-to-replay/143173
TBWA Chiat Day L.A. takes the first big prize for its integrated branded content play
Awards season kicked off with a big win for TBWA Chiat Day L.A. with the agency’s Replay campaign for Gatorade taking the Grandy at last night’s Andy Awards in New York.
Replay, an integrated, event/branded content driven campaign saw Gatorade and TBWA reuniting two high school football rivals 15 years later. The agency followed the players for four months leading up to the game with documentary episodes appearing online and the game itself airing on Fox. The campaign won in the Andys’ new Earned Media category.
