Advertising's High-Tech Awards Show

June 18, 2001, 12:00 AM EDT

The New York American Marketing Association's Effie awards at the Marriott Marquis featured a set designed by Legend Productions that included a 22-foot screen and three smaller plasma screens suspended from a brushed steel pipe frame.

New York American Marketing Association's Effie awards Marriott Marquis Wednesday, 06.06.01, 5:30 PM onward
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It makes sense that an awards show full of image-conscious types--namely, advertising industry execs--would be pretty polished and showy. For the New York American Marketing Association's Effie awards, awarded to companies for the most effective advertising campaigns of the year, Jeff Goldstein of Legend Productions didn't disappoint. The technical production of the show was flawlessly executed, from the high-tech set, to the timing of the projections, to the candy-colored lights that made the stage glow.

The stage of the Grand Ballroom in the Marriott Marquis was set with a brushed steel pipe frame (built by DTS Lighting & Scenic) with plasma screens (from Staging Horizons) suspended from it. A muslin backdrop brought a textured effect to the eyeful of bright, multicolored lights by Entertainment Technologies that constantly shifted to alter the look of the stage. But even more impressive: Video Concepts' programming of the video projections to coincide with the announcement of the winners was perfectly executed (it doesn't sound like such a feat, but we've seen it messed up quite a few times). If there was more than one winner in each category, then the screens would display the category name and all of the winners during each category presentation. The coordination was incredibly precise and well-timed.

The opening sequence of the show was a flashy, graphics-heavy video (produced by Legend) with an energizing mix of pop music that featured clips from some of the award finalists' commercials. M.C. Joy Behar (who can be booked through The View) had the audience laughing with her criticisms of television commercials, accusing advertisers of creating a world entirely populated by beautiful, skinny young people.

The big winners of the night: Young & Rubicam and DDB, who both came away with 10 Effies each. The coveted Grand Effie went to TBWA/Chiat/Day for their Nissan Xterra launch campaign.

--Suzanne Ito

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