Chemistry wins Bronze at the 2023 Gerety Awards for Aged Care Matters ‘Painting a Portrait’

Independent brand response agency Chemistry and PR partner Anthem have been awarded New Zealand’s only winner in The Gerety Awards, the prestigious creative prize to reward advertising campaigns that resonate most with a female audience.

The winning campaign “Painting a Portrait of the Aged Care Crisis”, confronted then-Prime Minister Jacinda Ardern and Finance Minister Grant Robertson with portraits of their 80-year-old selves to bring attention to the aged care crisis in New Zealand. It was awarded a Bronze in the Work for Good Cut against 66 shortlisted campaigns from around the world.

Named for Frances Gerety, the copywriter who in 1948 coined the slogan “A diamond is forever”, The Gerety Awards seeks to redefine the standard to which advertising has traditionally been held. This year’s winners come from 34 different countries.

Says Susan Young, founding Partner and ECD, Chemistry: “Being recognised by The Gerety Awards in this way is particularly meaningful, given the importance of this campaign to the future of aged care policy in New Zealand. It also proves the power of creativity in creating social change. Congratulations to all the campaigns recognised this year – we’re proud to be in your company.”

Says Joseph Silk, founding director, Chemistry: “This proves once again that Kiwi agencies are creating ground-breaking work that shines on the global stage. It’s testament to the world class talent and skills that we’re fortunate to have here at Chemistry.”

The 2023 Gerety Awards jury awarded a total of 4 Grand Prix, 27 Gold, 69 Silver and 65 Bronze, with 159 entries remaining on the shortlist.

The campaigns taking home the Grand Prix represent creativity at its best for big world issues like climate change, refugees and immigration, diversity but also humour, a cherished and missed trait in the industry today.

Grand Prix were awarded to The Monkeys, Edelman, McCann Warsaw and DDB Chicago:

Grand Prix for Alternative media in the Innovation Cut:
The First Digital Nation for The Government of Tuvalu, by The Monkeys, part of Accenture Song

Grand Prix for Integrated Campaign in the Experience Cut:
See My Skin,  Vaseline Healing Jelly for Unilever by Edelman

Grand Prix for Strategy in the Work For Good Cut:
Where To Settle for Mastercard by McCann Warsaw

Grand Prix for Integrated Campaign in the Humour Cut:
Apologize the Rainbow for Skittles by DDB Chicago

Globally the most awarded piece of work is THE GLITCH for Alzheimer Forschung Initiative by BBDO Germany, which scored three Gold, three Silver and a Bronze.

The second most awarded piece of work is Apologize the Rainbow for Skittles by DDB Chicago, which won a Grand Prix, two Gold and a Silver. Shout for Movistar by VMLY&R Mexico is the third most awarded piece of work picking up one Gold, four Silvers and a Bronze.

The most awarded brand in the world at the 2023 Gerety Awards is McDonald’s.

Says Joan Colletta, senior director, global brand marketing at McDonald’s: “Being recognized by the Gerety Awards in this way is especially meaningful given McDonalds’ relentless focus on building more relevant connections with our diverse fan base around the world.  Congratulations to all the brands recognized this year and we’re proud to be in your company.”

This year’s winners come from 34 different countries. The Gerety Awards is the only creative prize to reward advertising campaigns that resonate most with a female audience. With judging sessions held around the world each year Gerety brings together some of the greatest creative leaders to look at work from a powerful perspective.

DOWNLOAD THE LIST OF WINNERS

View all the 2023 winners at www.geretyawards.com