YoungGuns is an award show for young creatives, many of whom have yet to win their first award. We called these creatives ‘Award Show Virgins’. Our job was to create a multi-faceted advertising program to remind them to enter their work so YoungGuns could give them their very first award show experience.

Our solution was to show the true feelings of 3 award show virgins with the first ever interactive online musical theatre production. This community theatre-style musical had 3 acts featuring Alex Bogusky, David Droga and Lee Clow, and a finale with a twist ending that any frustrated young creative could relate to. The epic and unapologetically racy online piece was supported by ads in trade magazines, agency posters, teaser music video and a direct mail ‘how-to’ book sent to creative directors. The message to young creatives was to get their work entered in the show and let YoungGuns be their first.