Wed, 27 Apr 2022 07:05:00 GMT
This week's guest judge is Alex Derwin, chief creative officer at BMF, Sydney and novice documentary filmmaker.
Winner: Burger King 'Even More Confusing Times'. I like the insight here - balancing being a good sustainable citizen of planet earth whilst being an avid consumer really is a mystifying and exhausting task. Chowing down on plant-based chicken nuggets may not be the most obvious and direct way of saving humanity from the apocalypse - but if it's quick, and it's easy, and it comes with a good dipping sauce, I'd happily give it a red-hot go. I just wish this ad was about 45 seconds shorter and the voiceover had a little more life to it. It feels like they stretched the gag a bit too far unfortunately.
Runner Up: Samsung Galaxy A 'I need awesome'. Another ad that feels too long and a bit repetitive. It feels pretty clear that the agency was given a litany of product proof points, and the client was very prescriptive. Having said that, when you've got a good production budget and a director like Vedran Rupic, even three minutes and eighteen seconds can tick happily by. It's simple, fun, and there are memorable moments like rock monsters dancing to techno.
Winner: Australian Navy 'See what your shipmates can't'. A simple, elegant visual twist. It took a second to sink in, which made it more impactful when it did. If I was a drone pilot, I assume it would appeal to me even more.
Runner Up: N/A
Winner: Back Market 'Hack Market'. This is as much of an ambient and simple tech idea as it is outdoor. I love that it's hacking the ultra-consumerist apple brand right in its place of residence, the apple store. You have to wonder whether a trail of lawsuits resulted from this guerrilla tactic - Apple can be somewhat litigious I believe. Even so, if the purpose of your product is to stop buying new apple devices and buy your second-hand ones instead, then it's hard to imagine something more direct and impactful than this.
Runner Up: Southern Cross 'VIS - The Road Safety Collection'. This was one of two pet fashion ideas in this week's selection. For me this one has much more substance. As someone whose cat goes roaming god knows where, and sometimes stays out after dark, I'd love to dress it in some high-vis, high fashion. Even if it's a bit of a long walk to get back to the insurance brand - I wish they'd been more direct about that in the OOH - it makes me feel like this is a brand with purpose and that cares for our furry friends. That's quite a trick to pull for an insurance brand.
Winner: Palau 'Ol'au Palau'. From all the work I was asked to judge, this is my favourite piece hands down. Building on the Palau Pledge idea to create a way of rewarding sustainable travel to one of the world's most threatened island ecosystems, I just love the inclusive, non-hectoring tone that makes me want to give back. I want to pack up, go there right now and be gentle and kind to mother nature and all its citizens, particularly the Palauans. It's a beautiful idea, a well-crafted video, and a well-crafted website. The only annoyance is that there's no app to download yet. I did put my name down for further information though - hopefully I don't get drowned in spam.
Runner Up: McDonald's 'April Fool Proof'. This April Fools I managed to avoid the cringing desperation of brands trying to get in on the fooling action. I know there are a few belters from the past, but hasn't social media made the whole 'brand having a josh with you once a year, then going back to the serious business of flogging products' thing redundant? Here McDonald's, of all people, give us a lesson in targeting and rewarding consumers when they're most amenable, thus avoiding the whole cultural cringe, driving social traffic, trial and increasing customers. Great job.
Runner Up: N/A