NYF Advertising Awards opens 2026 entries with Grey New York’s ‘No BS’ campaign

New Delhi: New York Festivals Advertising Awards has opened entries for its 2026 edition, rolling out a new “No BS” campaign created by Grey New York that takes a satirical swipe at awards-chasing culture.

The campaign, titled “Bobby Lobby”, introduces a self-styled “jury whisperer” who claims he can deliver insider influence, secret shortcuts and guaranteed wins, poking fun at the idea that awards can be gamed rather than earned. The work spans video, digital and social, print and a live phone number that entrants can call.

“Every silver is just a gold that didn't call my number,” the fictional Bobby Lobby says in the campaign, which asks hopeful entrants to call 570-GET-GOLD. The campaign lands on the tagline, “Open for entries … Closed for BullSh*t,” positioning the awards as a platform focused on craft, originality and ideas that stand up on merit.

“As an industry, we sometimes spend more time chasing the perception of winning than doing the kind of work that actually deserves it,” said Gabriel Schmitt, Global Chief Creative Officer of Grey. “Bobby Lobby is our way of highlighting that with humor, by exaggerating the nonsense and, in doing so, refocusing the conversation on craft, originality, and ideas that genuinely move the industry forward.”

Scott Rose, President of New York Festivals, said the organisation is continuing to push tone and approach with Grey New York. “Teaming up with Grey continues to push boundaries, and their distinctive voice reinforces the New York Festivals Advertising Awards’ commitment to celebrating work that demonstrates genuine creativity, innovation, and impact,” he said.

NYF said the 2026 season will also expand its in-person judging programme, developed in partnership with the 4A’s. The competition will feature seven Executive Juries, culminating in a single curated Executive Jury experience in early June at The Crosby Hotel in New York City.

“This year’s expanded Executive Juries and collaboration with the 4A’s provide even greater value for agencies and entrants, offering enhanced opportunities for meaningful feedback, industry dialogue, and recognition on a global stage,” Rose said.

Andrea Diquez, Global CEO of GUT, will serve as Executive Jury President for 2026. NYF said Diquez will curate and guide an international roster of jurors to select the year’s strongest work across categories.

For 2026, NYF is also introducing and expanding category groups, including Creative Effectiveness, Sports and “Real Ass Ads”, which the festival described as a category recognising work that sells the product. New additions also include “Baked in New York”, focused on creative excellence led from New York-based agencies, while “The Future Now” category group expands to spotlight bespoke uses of technology that elevate consumer experience.

NYF said the Advertising Awards receives entries from more than 60 countries and is judged by more than 400 members across Executive Jury panels and the Shortlist Jury.

The official deadline to enter the 2026 New York Festivals Advertising Awards is April 23, 2026.