Tue, 20 Jul 2021 00:12:19 GMT
This week's guest judge is Greg Hahn, co-founder and chief creative officer of Mischief, New York.
Winner: Channel 4/Tokyo 2020 Paralympic Games 'Super. Human.'. This is a masterpiece of editing and cinematography, which made it stand out. What made it stand above was the line at the end. In a few simple words, "To be a Paralympian there has to be something wrong with you," they managed to humanize and super-humanize these athletes. Not in terms of disability, but in terms of what it takes to be such a high-performing athlete.
Runner up: ITV 'Drama vs Reality - Helicopter Shoot-Out'. There were so many montage and musical spots this week, I was just happy to see one with more of a linear story. Two minutes long but it kept me interested. In fact the longer it went on the more I enjoyed, very rarely the case. Points for commitment. Again, the line wraps it up nicely at the end. For those of us outside the ITV viewing area, it helps to know the woman in the helicopter is a reality star.
No winner this week.
Winner: Jewel-Osco 'The Fridge, Got Milk?'. OOH wasnât the strongest category this week, but I'll give best to Jewel-Osco for sheer oddness of- there are people working out in the back of the milk refrigerator. Plus, it does a good job of linking milk to the core benefit they're trying to get across.
Runner up: KFC 'The Annexation Bucket'. There's a fine line between cultural celebration and cultural appropriation. This one walks the line a little too close to the line for me, possibly dancing over it. But the buckets are beautiful, which is an odd thing to say about something with the colonial's face on it, and it brings tourist awareness to a region that needs it.
Winner: PornHub 'Classic Nudes with Cicciolina'. Sometimes the only difference between porn and art is the frame. This is an engaging, smart, and educational way to reframe porn.
Runner up: McDonald's 'Fryquently Used Promo'. There was a lot of good work in interactive this week. This one gets bonus points for simplicity. A smart idea to turn anyone's messages or social posts into an ad for McDonald's, in a way that people would actually do. A strong play off the iconic nature of McDonald's fries. It wouldn't work if they weren't.