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.