Wed, 23 Jun 2021 05:15:28 GMT
This week's guest judge is Toby Talbot, global chief creative officer of DDB's bespoke agency, 14.
It's Cannes week. Well it is in a virtual sense at least. And I find myself for the first time in a very long time, a mere one hour and twenty minutes flight away from Rose Town as opposed to feeling akin to embarking on a bus trip to Mars from my previous home in New Zealand. I'm not bothered about not being there frankly. It may be close, but Barcelona is infinitely nicer. And frankly, all awards shows still feel in this post pandemic reality we find ourselves in, a little bit, well, trivial.
And so, looking at the work on offer this week, a clear winner emerges. It doesn't have a glossy case study unlike the countless purpose-led two minute examples presently being poured over by judges. In fact I had to use my new found friend in Catalonia, Google Translate, to help me land the message, my Norwegian being a little rusty.
Winner: IKEA 'Trash Collection'. One thing any piece of IKEA furniture will ever become I suspect is a family heirloom. But a great bit of upcycling on the other hand, it can be. The great thing about this film is that the brand allows us to see it the way it really is. Truth is a wonderful weapon.
Runner up, Ryan Reynolds' agency's latest effort for Match.com. A power ballad to out of work wedding singers. Fall in love. Get married. Give more work to wedding singers. Hilariously over indulgent execution. Just wish it was 30 seconds shorter.
Print, it's IKEA Trash Collection again all the way. That iconic IKEA retail typography works a treat when it's seen out of context.
Outdoor. Burger King Auto Pilot Whopper. This feels like a great example of social media at its best rather than Outdoor. Good to see BK pick a fight with someone other than McDonald's too.
Interactive. Harley Davidson 'Tough Turban'. I love the great use of tech here. This is a brand that is abandoning its cliched past. Respect.