Storytelling Approach Translates to Telly Awards

There are a lot of ways to tell any particular story. In fact, much of the work we do with our clients is focused on determining the strongest message and best vehicle to share their perspective with their audience.

We’re big proponents of leveraging multifaceted communications strategies, but the power of – and consumers’ hunger for – video content is hardly deniable. This year, YouTube reached the 2 billion monthly user mark and reports that over 250 million hours of videos are streamed every day.

The Telly Awards, founded in 1979 to honor TV-centric work, now recognize the best work created for all screens – and we are happy to announce that three of Jackson Spalding’s productions were among the 2019 winners. Competing with over 12,000 entries from five continents, our videos for Toyota Motor North America, Primrose Schools, and an internal communication created for our own agency were deemed worthy of Telly Awards by a council of 200+ judges, all of whom are previous recipients of the honor.

Though vastly different in topic and industry, the common thread among these winners is a creative, emotional approach to storytelling.

Toyota is one of the 19 automakers who unknowingly installed airbags with potentially faulty inflators. Affecting approximately 34 million vehicles, these defective devices can send sharp metal fragments into the cabin of a vehicle upon airbag deployment. We worked with Toyota Motor North America to create an informative video that communicates the danger of not replacing the airbag inflator while introducing a simple solution to finding out if a vehicle is affected and therefore eligible for the free repair.

Supplemented by mailings and in-person activations, the video provided a shareable reference that encourages consumers to take action in order to protect themselves and loved ones. The video took home the Gold in the Non-broadcast, Safety category.

Another winner was our internal video dedicated to the Jackson Spalding mantra of finding a better way. Devoted to the benefits of a collaboration-driven approach to creative output, “Better Process” focuses on solving a common agency pain-point in the format of a pharmaceutical commercial.

In total, the video took home four honors:

  • 2019 Gold Telly Award – Non-Broadcast: Comedy
  • 2019 Gold Telly Award – Non-Broadcast: Training for Corporate Use
  • 2019 Gold Telly Award – Non-Broadcast: Internal Communications
  • 2019 Silver Telly Award – Non-Broadcast: Employee Communications

Lastly, the video component of Primrose School’s #LetGuiltGo campaign received silver in the Social Video – Health and Wellness category, adding to its accolades that now include SABRE, ADDY and AMY Awards.

An ode to working parents and the sacrifices they make, the video features genuine reactions from moms who receive a pleasant surprise during what they believe to be a market research interview.

As with all aspects of the marketing industry, video is evolving – but using creative storytelling tactics to inspire change among an audience will always be a key ingredient of its success.

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