Entertainment advertising
agency’s television spot “When I Grow Up” honored.

NEW YORK—AKA NYC’s exuberant television
campaign for MATILDA THE MUSICAL translated into a big night at the 2015
International Davey Awards.
The entertainment marketing and advertising agency captured
Silver Daveys for Art Direction, Editing and Music for its spot “When I Grow Up.”
The annual International Davey Awards is the premier awards competition
honoring the creative achievements of smaller advertising agencies. The spot
was directed by AKA NYC’s in-house team Jamaal+Bashan.

“Our content team has been creating extraordinary work and
we are pleased to see their efforts recognized by their industry peers,” said
AKA NYC Managing Partner Elizabeth Furze. “It inspires our whole team to
continue to innovate and produce spectacular results for fantastic shows like
In “When I Grow Up” people of all ages take part in an electric
performance of one of the show’s best-loved songs while shopping, strolling
city streets and doing their homework. “We’re very proud of this spot. It’s a
benchmark for what we believe Broadway advertising can be,” says AKA NYC
Content Director Jamaal Parham.
The commercial’s unusual concept was part of an effort to
broaden the audience for one of Broadway’s most critically acclaimed musicals.
“We wanted to keep the show top of mind during a very crowded spring season,”
Parham explains. “The spot kept people talking about the show.” In addition to
running the spot on television, AKA NYC partnered with New York Magazine’s Vulture
to push it out through social media channels, triggering vigorous engagement.
Although the spot exudes spontaneous energy, its
presentation was the result of a finely honed strategy. Data gleaned by AKA
NYC’s insights department helped in casting the actors who appeared in the
spot, their background environments and other details. “We put together a
50-page treatment that included everything from costumes choices to back
stories of the characters,” Parham explains. 
“All of it came from the research.”
AKA’s strong performance at the Davey Awards follows its
earlier success at the 36th Annual Telly Awards. The agency picked
up five Silver Awards –Telly’s highest honor—and seven Bronze Awards for
ONCE THE MUSICAL and WOLF HALL. Those honors came in Entertainment, Direction,
Humor, Cinematography, Animation, Editing and Graphics.
All these honors underscore AKA NYC’s effort to elevate
Broadway advertising and reach a broader spectrum of consumers. “It’s not
enough to tell people about the show,” says Parham. “You have to make them feel
the emotion that the show delivers.”
About AKA
AKA is a global,
full-service advertising agency with offices in the US, UK and Australia.
The AKA Group, including Digital Media
and the film advertising agency The Creative Partnership,
delivers creative, strategic and insightful campaigns to the entertainment and
culture industries worldwide.
The New York
office, led by Elizabeth Furze and Scott Moore, delivers innovative solutions
across media, marketing, partnerships, interactive, creative, broadcast content,
insights, and campaign management, with a proven record for producing sales-driven
campaigns for premium, must-see productions, venues, exhibitions and events.
Current and recent NYC clients include: Matilda The
Musical, Les Misérables, Fiddler on the Roof, Dames at Sea, Spring Awakening,
American Psycho, Hand To God, Sylvia, Wolf Hall Parts One & Two,
The Audience.
For more information, visit aka.nyc
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