'The Social Network' Tops Key Art Awards

9:22 PM PST 10/19/2011 by Patrick Kevin Day
Sony Pictures
'The Social Network'

UPDATED: The trailer for David Fincher's film about the early days of Facebook picked up a Grand Key Art award at The Hollywood Reporter's ceremony honoring the best in entertainment marketing.

The trailer for David Fincher's The Social Network, created by Mark Woollen & Associates, won the Grand Key Art award in the audio visual category at the 40th Annual Hollywood Reporter Key Art Awards on Wednesday night at the Cinerama Dome. It was the only project to win the top prize.

The trailer also earned gold awards for editing and music and The Social Network website by Imageworks Interactive, earned a bronze in the interactive category.

"We rebooted the awards this year," The Hollywood Reporter Publisher and Senior Vice President Lynne Segall said during her introductory remarks. "We even reinvented the trophy." The new Key Art award resembles a gold klieg light.

The Key Art Awards are Hollywood's most recognized awards competition for advertising and communications. This year, THR teamed with the Clio Awards to change the judging methods. The five judging panels, made up senior level creatives in each medium, ranked the entries on three levels: gold, silver and bronze. However, each jury was not obligated to award a gold or silver to any work if they felt nothing was worthy of the ranking.

PHOTOS: THR's Key Art Awards 2011

The eligibility period was also expanded to 20 months, including anything viewed by the public from January 2010 to August 2011.

Segall also acknowledged the momentary leak of the night's winners online with a series of spoof one-sheets from The Social Network ("You don't get to 2500 entries without making a few enemies."), 127 Hours (127 Leaks) and The Fighter (The Leaker).

Other projects earning gold awards were the Inception trailer by BLT & Associates in the audio/visual category for motion graphics and original music. The Mission Impossible: Ghost Protocol trailer by AV Squad in the audio visual category of editing and The Last Exorcism's Chatroulette Reactions on YouTube by the Visionaire Group in the audio visual category of viral marketing.

The films that took home the most awards were Inception, which took seven total awards in the audio/visual and out of home campaign categories; Kick-Ass, which received seven awards in the audio/visual, out of home and interactive campaign categories; and The Fighter, which won six awards in the audio/visual category.

STORY: Key Art Awards 2011: Complete List of Winners

Lionsgate was the single biggest winner, taking 19 awards for films including Buried, For Colored Girls, Kick-Ass and The Expendables. The Walt Disney Studios was the biggest major studio with 14 wins, while Ignition was the biggest vendor with 18 wins. AV Squad had 10 wins.

In TV, Fox Broadcasting won a bronze in the print category for House's clown-face one-sheet; Menagerie Creative won a silver for the It's Always Sunny in Philadelphia DVD box set 6-pack set; Walt Disney Studios Home Entertainment won a bronze for its Lost: The Complete Collection packaging; and Miami Ad School won a silver for The Real Housewives of New York out of home campaign titled "Reality Unlike Your Own."

For video games, The Ant Farm picked up a silver award in the audio/visual category for its Call of Duty: Black Ops launch trailer, and a bronze for its game packaging for Disney's Epic Mickey. Petrol won a bronze for its God of War III special edition packaging.

A record-breaking 2,558 entries were judged for this year's Key Art judge panels, chaired by Michael Kahane of Mojo LLC for audio/visual, Bemis Balkind owner Peter Bemis for print, AvatarLabs founder Rex Cook for interactive, Beck Media & Marketing president Todd Beck for PR, and Cheryl Savala, executive creative director of Menagerie Creative for display ads.

For complete list of winners click here.

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