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 remind them to enter their work so YoungGuns can give them their very first award show experience.


Our solution was to show the true feelings of 3 award show virgins with an 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 unapologetically racy online piece was supported by print, posters, teaser music video and a direct mail ‘how-to’ book for creative directors. The message to young creatives was get their work entered in the show and let YoungGuns be their first.

 Submission Video
 Magazine Ads / Posters
 Music Video
 Direct Mail Promotion
 Bogusky, Droga and Clow Interview
 Full Performance