shots Awards 2017: Hate Fuels Love

Rollerblading tampon wearers. Horses in slow motion. Hashtags that will save the world. When it comes to advertising tropes, it's fair to say we've seen 'em all.

But then there's the good stuff. Authentic, original beautifully executed work of the highest creative calibre. The kind of work that starts conversations and makes you proud to be in the business of advertising. The kind of work, in short, that the shots Awards honours every year.

And we want there to be more of it. So when it came to this year's Awards campaign, we started thinking: what if the very things everyone hates about the industry - the buzzwords, the stereotypes, the pointless hashtags - were used to fuel creative work we all love? 

That's why, together with our friends at Droga5 London and a multitude of high-profile, straight-talking industry insiders, we've created #HateFuelsLove, a manifesto we can all get behind. A filmed pledge to eschew the hoary old clichés and strive for original, bold, ambitious campaigns. And hopefully raise a few wry laughs along the way.

So, if you're making work that's deserving of the industry's love - and you'd like the chance to win a coveted shots gong - then all you need to do is enter this year's Awards by clicking here.

Over the coming weeks, we'll be releasing a second #HateFuelsLove film - plus a series of behind-the-scenes videos from the shoot, so keep an eye on shots.net. Plus, we'll be revealing our international panel of judges who will be casting their critical eyes over the shortlisted entries.

Special thanks must go to our Awards sponsors, greenlight and GPN - as well as the following stars of the campaign film, for lending their time and prodigious performing talents: