Teh new York Festivals Advertising Awards has officially opened its doors for the 2025 competition, and this year, they’re making waves with a groundbreaking campaign. Teaming up with Gray New York, the festival has unveiled “No BS Allowed,” a bold initiative that calls on the advertising industry to move beyond superficiality and focus on work that creates genuine impact.
Renowned for celebrating the most innovative and meaningful advertising, the New York Festivals Advertising Awards is taking a stand against the industry’s overreliance on inflated metrics, fabricated buzz, and hollow results. The campaign cleverly reimagines these overused tactics as something more tangible—fertilizer for growth. This witty metaphor highlights the festival’s dedication to honoring creativity that drives both cultural and business value.
Thiago Cruz,Chief Creative Officer at Grey New York,perfectly captured the essence of the campaign: 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.
The campaign takes a humorous yet incisive approach, calling out common industry pitfalls such as:
- Fabricated social media engagement
- Overstated impression metrics
- Exaggerated positive sentiment
To bring the concept to life, Grey New York created a mockumentary-style film titled “100% Bull***.” The video features real farmers discussing the free bags of manure they received, each labeled with advertising jargon like “Made-up Tweets.” The result is a mix of confusion and comedy as the farmers, unfamiliar with the advertising world, ponder the potential benefits of this unconventional fertilizer for their crops.
Beyond the video, the campaign includes engaging social media content and print materials. In a fitting twist, Grey New York and the New York Festivals will donate actual fertilizer to NYC Parks at the end of the judging process. This symbolic gesture transforms the industry’s fabricated results into something tangible and productive.
Scott Rose, President of New york Festivals, emphasized the campaign’s deeper purpose: New York Festivals has always been about celebrating creativity that pushes boundaries and drives progress. 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.
The 2025 New York Festivals Advertising Awards are now open for submissions, inviting creatives, agencies, and brands worldwide to join the movement and redefine what award-winning advertising can achieve. The competition attracts entries from over 60 countries and is judged by more than 400 members of NYF’s Executive Jury and Shortlist Jury, who collectively decide the year’s trophy-winning work.
The deadline to enter is April 25, 2025. For more details on categories, rules, and how to submit your work, visit the official New York Festivals Advertising Awards website.
How the “No BS Allowed” Campaign is Redefining Advertising in 2025
Table of Contents
- 1. How the “No BS Allowed” Campaign is Redefining Advertising in 2025
- 2. Archyde Exclusive Interview: Thiago Cruz on the “No BS allowed” Campaign
- 3. Embracing Authenticity: The “No BS Allowed” Movement in Advertising
- 4. Redefining Creativity: Substance Over Style
- 5. What to Expect in 2025
- 6. A Bold step Forward
- 7. What is the significance of donating actual fertilizer to NYC Parks as part of the “No BS Allowed” campaign?
As the New York Festivals Advertising Awards 2025 officially opens its doors, the industry is buzzing about its bold new campaign: “No BS Allowed.” Partnering with Grey new York, the festival is challenging advertisers to move beyond superficiality and focus on work that delivers real cultural and business impact. This year’s campaign isn’t just a call for entries—it’s a call to action. It’s a challenge to the industry to rise above the noise, reject empty metrics, and create work that truly matters.
To delve deeper into this provocative initiative,we sat down with Thiago Cruz,Chief Creative Officer at Grey New York,to discuss the campaign’s vision,its implications for the industry,and what it means for the future of advertising.
Archyde Exclusive Interview: Thiago Cruz on the “No BS allowed” Campaign
Archyde: Thiago, thank you for joining us. The “No BS Allowed” campaign is making waves. Can you tell us about the inspiration behind it?
Thiago Cruz: Absolutely.The inspiration came from a growing frustration within the industry. we’ve seen too many campaigns that rely on inflated metrics, fabricated buzz, and hollow results.They might win awards or generate short-term attention, but they don’t leave a lasting impact. We wanted to challenge that.The idea of “No BS Allowed” is to push the industry to focus on authenticity—work that resonates with people, drives cultural conversations, and delivers real value for brands.
Archyde: The campaign cleverly reimagines overused tactics as fertilizer for growth. Can you elaborate on that metaphor?
Thiago Cruz: Sure. The metaphor is both a critique and a call to action. We’re saying,”Look,all this BS—the vanity metrics,the empty buzzwords—it’s not useless. It’s like fertilizer. It can be repurposed to grow something meaningful.” Instead of chasing superficial wins, we’re encouraging creatives to use their energy and resources to cultivate ideas that truly matter.
Archyde: How do you see this campaign influencing the way agencies approach their work?
Thiago Cruz: I hope it sparks a shift in mindset. We’re not saying creativity shoudl be less ambitious or less bold. Instead, it’s about ensuring that the work has a deeper, more meaningful impact. Agencies should focus on creating campaigns that not only look good on paper but also drive real-world change and engage audiences authentically.
To submit your work for consideration, visit the official New York Festivals Advertising Awards website.
Embracing Authenticity: The “No BS Allowed” Movement in Advertising
In an era where consumers crave genuine connections and meaningful experiences, the advertising industry is being called to rise above the noise. The New York Festivals Advertising Awards, a longstanding beacon of innovation, is leading the charge with its bold new initiative: “No BS Allowed.” this campaign challenges agencies to create work that not only dazzles but also delivers real-world impact.
Redefining Creativity: Substance Over Style
Thiago Cruz, a prominent voice in the industry, encapsulates the essence of this movement. “The festival has always been about honoring work that pushes boundaries and drives progress,” he explains. “‘No BS allowed’ is a natural extension of that. It’s about elevating creativity that doesn’t just look good on paper but actually does good in the world.”
This shift isn’t just about winning awards—it’s about redefining what success looks like in advertising. Cruz emphasizes the importance of campaigns that tackle real issues, connect with audiences on a human level, and deliver measurable results for brands. “It’s not about flashy gimmicks or empty promises—it’s about substance,” he asserts.
What to Expect in 2025
As the industry gears up for the 2025 competition, Cruz shares his vision for the kind of work he hopes to see. “I’m hoping to see campaigns that are brave, honest, and impactful,” he says.“Work that tackles real issues, connects with audiences on a human level, and delivers measurable results for brands.”
This call to action is a rallying cry for advertisers to move beyond superficiality and embrace creativity that truly matters. Cruz’s message to the industry is clear: “Let’s stop chasing the easy wins and start focusing on the meaningful ones. The world doesn’t need more noise—it needs more substance. Let’s use our creativity to make a real difference.”
A Bold step Forward
The “No BS Allowed” campaign marks a pivotal moment for the New York Festivals Advertising Awards and the advertising industry as a whole. It’s a challenge to creators, agencies, and brands alike to prioritize authenticity and impact over superficial appeal.
As the competition unfolds,the world will be watching to see which campaigns rise to the occasion. Stay tuned as we celebrate the work that dares to make a difference.
For more updates on the New York Festivals Advertising Awards 2025, visit Archyde.com.
What is the significance of donating actual fertilizer to NYC Parks as part of the “No BS Allowed” campaign?
Archyde Exclusive Interview: Thiago Cruz on the “No BS allowed” Campaign
By Archys, Archyde News Editor
As the New York Festivals Advertising Awards 2025 officially opens its doors, the advertising industry is abuzz with the bold new campaign: “No BS Allowed.” Partnering with Gray New York, the festival is challenging advertisers to move beyond superficiality and focus on work that delivers real cultural and business impact. This year’s campaign isn’t just a call for entries—it’s a call to action. It’s a challenge to the industry to rise above the noise, reject empty metrics, and create work that truly matters.
To delve deeper into this provocative initiative, we sat down with Thiago cruz, chief Creative Officer at Grey New York, to discuss the campaign’s vision, its implications for the industry, and what it means for the future of advertising.
Archyde: Thiago, thank you for joining us. the “No BS Allowed” campaign is making waves. Can you tell us about the inspiration behind it?
Thiago Cruz: Absolutely. The inspiration came from a growing frustration within the industry. We’ve seen too many campaigns that rely on inflated metrics, fabricated buzz, and hollow results. They might win awards or generate short-term attention, but they don’t leave a lasting impact. we wanted to challenge that. The idea of “No BS Allowed” is to push the industry to focus on authenticity—work that resonates with people, drives cultural conversations, and delivers real value for brands.
Archyde: The campaign cleverly reimagines overused tactics as fertilizer for growth. Can you elaborate on that metaphor?
Thiago Cruz: Sure. The metaphor is both a critique and a call to action. We’re saying, “look, all this BS—the vanity metrics, the empty buzzwords—it’s not useless. It’s like fertilizer. It can be repurposed to grow somthing meaningful.” Instead of chasing superficial wins, we’re encouraging creatives to use their energy and resources to cultivate ideas that truly matter.
Archyde: How do you see this campaign influencing the way agencies approach their work?
Thiago Cruz: I hope it sparks a shift in mindset. We’re not saying creativity should be less ambitious or less bold. Instead, it’s about ensuring that the work has a deeper, more meaningful impact. Agencies should focus on creating campaigns that not only look good on paper but also drive real-world change and engage audiences authentically.
Archyde: The campaign includes a mockumentary-style film titled “100% bull.” Can you tell us more about the creative process behind it?
Thiago Cruz: The film was a labor of love. We wanted to take a humorous yet incisive approach to call out the industry’s reliance on fabricated results. By featuring real farmers discussing bags of manure labeled with advertising jargon, we created a mix of confusion and comedy. It’s a playful way to highlight how absurd some of these tactics can be when stripped of their context.
Archyde: Beyond the film, the campaign includes a symbolic gesture of donating actual fertilizer to NYC Parks. What’s the significance of that?
Thiago Cruz: It’s about turning something negative—industry BS—into something positive and productive. By donating fertilizer, we’re literally transforming the industry’s fabricated results into something that can help grow real, tangible outcomes. It’s a metaphor for what we hope the campaign will inspire: meaningful change.
Archyde: What message do you hope the industry takes away from this campaign?
Thiago Cruz: I hope it serves as a wake-up call. Advertising has the power to shape culture, influence behavior, and drive progress. But that power comes with responsibility. We need to move beyond vanity metrics and focus on creating work that truly matters.That’s what “No BS Allowed” is all about.
Archyde: what advice would you give to agencies and creatives looking to submit their work for the 2025 awards?
Thiago Cruz: Be bold, be authentic, and don’t be afraid to challenge the status quo. We’re looking for work that pushes boundaries, sparks conversations, and delivers real value. If your work does that, we want to see it.
The 2025 New York Festivals Advertising Awards are now open for submissions, inviting creatives, agencies, and brands worldwide to join the movement and redefine what award-winning advertising can achieve. The deadline to enter is April 25, 2025*. for more details on categories, rules, and how to submit your work, visit the official New York Festivals Advertising Awards website.
this interview has been edited for clarity and length.*
