This dissertation is a thorough investigation of the advertising industry and their respective awards. Amongst others, the issues that will be addressed in this dissertation are: - What are advertising awards and what is their purpose? - How important are advertising awards for the advertising industry? - How does the advertising industry compare with other industries? I have also included a case study of the Norwegian soft drink Solo and its advertising campaign. The advertising films won several awards in Cannes, but despite this Solo changed advertising agency and also the concept at a later date. What were the effects of the films and why did the films win?