The Webby Awards began fourteen years ago to celebrate the best
of the internet and digital achievements. It has a reputation for
being at the forefront of design and innovation, and is known for
promoting web-friendly content like its famous '5-word acceptance
speeches'. To keep the show fresh, the Webbys needed something a
bit different, so it employed the services of The Wade
Brothers.
The directing-duo, David Lindsey and Lyndon, were well known for
their high-definition frozen-action shots and styalised
compositions, and had an energy that the Webby design elements
desperately needed. "Their unique vision and style is what drew us
to them initially, their mind for commercial artistry is what made
us choose them as a partner, and their eye for the absurd is what
will help make this year's Webby campaign one of the most memorable
in their 14 year history," said creative director Tribal DDB
Worldwide Pete Johnson.
Younger brother Lyndon Wade describes the inspiration behind the
intro video:
"It is the battle of absurdity, staged in an old, vintage grade
school. There will be a really dramatic intro, a training montage
like you would see in 'Rocky' We parody a lot of stuff, a lot of
traditional training elements, but we put our own twist on that.
Then, it's almost like different episodes throughout the show, and
in the finale we get to see who wins."
The flexible approach of this 360 campaign was brilliantly
efficient. All elements, from the still photography to the live
action episodes were utilized in marketing material before and
after the awards, in all media, print and interactive.