Wed, 28 Apr 2021 05:11:46 GMT
This week's guest judge is Pierre Chan, creative director at One Twenty Three West, Vancouver.
Winner: Dos Equis 'PreGame'. In a sea of "coming out of COVID-19" ads, this one shines. It's smart, simple, relatable and very much based on something that will definitely be a truth-if not already for some people. The spot is nicely acted, melds beautifully with a great track, and doesn't require exaggeration, clever gimmicks or crazy SFX. Best of all, it works perfectly as a message for the product it's selling (not like most COVID-related ads this past year). Bonus points: Loved the unforced way they introduced the product up top-something we all know clients love.
Runner-up: Apple AirTag 'Couch'. I really enjoyed watching this spot. It's fun, imaginative storytelling that anyone who's ever lost their keys, remoteâor in my case, a lint-covered potato chip when friggin' starving-can relate to. It delivers on what the product does, why I need it, and what the brand is, all in an entertaining package. Can't ask for much more than that.
Heineken's 'We'll Meet Again' deserves a very strong honorable mention.
Winner: Dove 'Reverse Selfie'. This category was my least favorite. Nothing felt fresh or impactful. I gave it to Dove more for the message it's promoting than anything else.
No runner-up in this category either.
Winner: Postobon 'Bottled Masks'. Honestly, this category was a bit underwhelming. Nothing that jumped out to me as a clear winner, but I gave it to Bottled Masks. I would've loved to see how many people actually cut up these bottles and made masks out of them. Also, I felt it was a bit odd and grasping at straws to quote AdsoftheWorld-unless the quote was from Kleenex.
No runner-up in this category for me.
Winner: Iams / National Pet ID Week 'NOSEiD'. First off, why the hell is there a "National Pet ID Week"?! They're just running out of obscure things to dedicate weeks to nowadays. Okay, back on track now. This app is something I imagine any dog owner wanting to download, use and actually keep on their phones. So, not only is this an amazing ad, it's an amazing app. And don't worry, I googled whether or not dogs' noses are unique like fingerprints, just to see if this case study was full of crap. It's not full of crap.
Runner-up: Earth Day 'Earth Definition'. I was close to giving this to Saatchi's The Case Study Project, but ultimately, as this is an Interactive category, I felt Earth Definition was more deserving (although in a Direct or Non-Traditional category, I think The Case Study Project will do great). I absolutely loved the art direction and animation style of Earth Definition. It made a boring topic easy to digest and interesting to learn about. Plus I think it'll actually change behavior.