Gillette "Light It Up" takes Best of Show at 2013 Philadelphia Addy Awards

MONOGRAM, the innovative production and post-production shop in the Northern Liberties section of Philadelphia, earned their second overall Best of Show in as many years at the Philadelphia Ad Club’s Addy awards last week. Monogram earned a total of eight Addy awards for their collaborations with Klip Collective on work for Gillette, Temple University, and The Financial Times of London. Monogram’s skillful execution of animation, special effects and non-traditional content was recognized as the very best in the business by a panel of judges from respected advertising agencies across the country.

Gillette - “Light It Up”

Overall Best of Show

+ Gold Award for Visual Elements of Advertising - Animation or Special Effects

+ Gold Award for Non-Traditional Advertising (single)

To celebrate the 2012 Summer Olympics, Gillette and Proximity / BBDO teamed up with Monogram and Klip Collective to produce a large-scale projection spectacle in Boston. Over the course of three nights leading up to the Opening Ceremony, massive moving images of sprinter Tyson Gay and swimmer Ryan Lochte were projected all around the city of Boston. But that was just the beginning. The main event took place outside Boston’s Institute of Contemporary Art. Grandstand seating was set up along the waterfront, with dramatic views of the harbor and skyline. A DJ warmed up the crowd as night fell on a beautiful summer evening. Then, the crowd witnessed an amazing spectacle: giant video images of Ryan Lochte and Tyson Gay were projected onto a mist of water being sprayed into the air from below the water’s surface. Video from this event and the other projections around the city were captured and edited by Monogram into a celebratory video for Gillette, set to the tune of M83’s anthemic track “Steve McQueen”. The video received hundreds of thousands of views on Youtube in the days following the event, as Lochte and Gay made history in London.