Grey New York created a mockumentary-style film that portrays real farmers talking directly to the camera about the free bags of manure they received
The New York Festivals Advertising Awards is now officially open for entries for the 2025 competition. Grey New York has teamed up with New York Festivals Advertising Awards to unveil a bold new creative campaign, titled “No BS Allowed,” for the show’s 2025 awards season. The campaign serves as a call for entries, challenging the advertising industry to reject superficiality and focus on creating work that truly matters.
“New Yorkers have seen it all. So have our judges, which is why we’ve always asked you to ‘Show Us Something We Haven’t Seen,’” the NYFA wrote in its website. “It’s a high bar, and sometimes those impressive case study metrics meant to ‘wow’ can feel a little…suspect. That’s why the NYFA 2025 judges will be cutting through the BS in the jury room—and as a nod to transparency, we’ll be donating fertilizer to the NYC Parks Department for anything that smells a little ‘fishy.’ So, ‘Show Us Something We Haven’t Seen’—and leave the bullsh*** at the door.”
The New York Festivals Advertising Awards, known for celebrating the world’s most innovative and impactful advertising, is taking a hard stance against the industry’s reliance on inflated metrics, fabricated buzz, and empty results. In this provocative campaign, these industry conventions are reimagined as something more tangible and valuable: fertilizer for growth.
Thiago Cruz, Chief Creative Officer at Grey New York. “New York is famously known for not putting up with BS, so we’re ensuring our festival stands for that too. We’re looking for work that truly drives both cultural and business value for clients.”
To launch the campaign, Grey New York created a mockumentary-style film, titled “100 % Bull***”. It portrays real farmers talking directly to the camera about the free bags of manure they received. Each bag is humorously labeled with award show case study jargon like “Made-up Tweets”, Inflated number of impressions and lots of positive sentiment, creating moments of genuine confusion and comedy as the farmers, unfamiliar with the advertising world, discuss the potential benefits of the unconventional fertilizer for their crops.
“New York Festivals has always been about celebrating creativity that pushes boundaries and drives progress,” said Scott Rose, President at New York Festivals. “This campaign is a reminder that our jury wants to rise above the noise of awards gamification and honor the true achievement: the courage, creativity, and dedication it takes to bring powerful ideas to life, inspire action, and shape the future of our industry.”
In addition to the video, the new campaign consists of social content and print. And at the end of the festival’s judging process, Grey NY and the New York Festivals will be donating fertilizer to the NYC Parks, in hopes that the industry’s fabricated results can be transformed into something real and productive.
The New York Festivals Advertising Awards competition receives entries from more than 60 countries and is judged by more than 400 members of NYF’s Executive Jury and Shortlist Jury, who collectively cast their votes to select the year’s trophy-winning work.
The official deadline to enter the 2025 New York Festivals Advertising Awards is April 25, 2025.
