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LIA Special Award - The Greatest Award Ever Sold

Entrant: Warrior Poets, New York
Sponsored by JetBlue Airways and Awarded to POM Wonderful Presents: The Greatest Movie Ever Sold
Credits
Media Type: Outdoor, Poster, Product Integration, Product Placement
Production Company: Warrior Poets, New York/Snoot Docs, Los Angeles
Director: Morgan Spurlock
Producers: Keith Calder/Jeremy Chilnick/
     Abbie Hurewitz/Morgan Spurlock/
     Jessica Wu
Sound Design Company: Parabolic NYC - Lewis Goldstein

Boundary-pushing Oscar®-nominated filmmaker Morgan Spurlock explores the world of product placement, marketing and advertising in POM Wonderful Presents The Greatest Movie Ever Sold, a film that was fully financed through product placement from various brands, all of which are integrated transparently into the film.
POM Wonderful Presents The Greatest Movie Ever Sold is directed by Morgan Spurlock, written by Spurlock and Jeremy Chilnick, and produced by Spurlock, Chilnick and Abbie Hurewitz through Spurlock’s production company, Warrior Poets, along with Snoot Entertainment’s Keith Calder and Jessica Wu, who produced.
 

Jury Explanation For This Award:

The NEW Category is protean by its nature.

Every year the industry [and the world around it] evolves and things that once were NEW become established channels or concepts.

The NEW is, therefore, the category for things that don't fit in other categories - mutations that hint at possible evolutionary routes.

This is why Morgan Spurlock entered his documentary film The Greatest Movie Ever Sold into it but, even in a category for things that don't fit elsewhere, it didn't seem to fit.

POM Wonderful Presents The Greatest Movie Ever Sold is a documentary about product placement, paid for entirely by product placement in it, which details the process of getting sponsors on board and the marketing deployed to promote the film, which promotes the products, and the marketing of the products used to promote the film.

It didn't seem to sit comfortably alongside the other ideas we were judging, but it did seem interesting and directional for the industry to discuss and highlight.

Therefore, in the spirit of recognizing that, we would like create a special one off award, outside of the NEW category.

And, in the spirit in which Morgan made the film, we would like this award to be offered up for sponsorship. Real estate on the award itself is available for branding, just as it was in the film itself.

Hence - The Greatest Award Ever Sold.

LIA 2011©

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