South Africa, Jan. 14 -- A campaign that calls out awards culture

In the new campaign created by Grey New York, Bobby Lobby, skewers awards-chasing culture with a well-aimed jab.

The work introduces a self-proclaimed "jury whisperer" who claims to offer insider influence, secret shortcuts, and guaranteed gold, lampooning the persistent myth that awards can be gamed rather than earned.

Through exaggerated promises and satirical storytelling, the campaign reminds the industry that it's the work, not the gimmicks, that truly wins recognition.

"Every silver is just a gold that didn't call my number," Bobby Lobby proclaims, while offering hopeful entrants a direct line to success at 570-GET-GOLD.

The joke lands by leaning fully into the a...