Wed, 11 Nov 2020 03:52:17 GMT
This week's guest judges are Tom and George McQueen, associate creative directors at Droga5, New York.
Winner: Channel 4 - Random Acts 'Damage Control'. Among the assortment of big budget, big brand, festive ads this week, this is the much harder film to make. Hats off for combining comedy with an honest, raw and elegantly executed conversation on racial injustice in the everyday. It lays bare how attitudes become normalized with a gut punching question of accountability. Those flippant closing remarks "that's more your thing" brutally drive the truth home that there's equal complicity in silence and inaction. In a year where the world has had a gutful and started to rally around real change this film only strengthens the conversation that the onus isn't on Black people and people of colour to end racism, it's on white people to take responsibility and be drivers of change. Powerful stuff.
Runner up: Myer 'Bigger than Christmas'. Refreshing to see a big idea here that steers clear of the traditional tropes of Christmas ads. For Australians coming out the other side of some of the strictest lockdown laws in the world, the thought of cramming all the missed celebrations into Christmas is a nice topical thought. A more notable face of musical comedy would have been the cherry on top, but sometimes the stars can't all align. All in all the ambition is well placed right around the time when Australians are likely rejoicing that Christmas isn't cancelled like other parts of the world. Interested to see if there's more to come alongside the film.
Winner: Kathmandu 'Conquering the Peak'. Simple. Topical. Nice use of data that's no doubt haunted a community and then flipping it to be celebratory of the collective resilience. For a state full of people raring to get outside and further than 5km from their home a message from an outdoor retailer like this seems perfectly placed.
Runner up: Burger King France 'Order from McDonald's'. This egalitarian approach feels somewhat familiar, but it's a nice honest gesture that rallies the right intentions as France stares down their second lockdown. Get the style they are going for, but can't help but think the art direction could have been a little more inspired to help elevate it further.
Winner: KFC / Movember 'Colonel Sanders Shaves'. Shaving KFC's spokesman really rolls back the years on the beloved Colonel. Smart and simple idea to use a clean shaven look on such a notable face, especially a face that appears on so many customer touchpoints. Nice tactic to get people on board for day one of the month and a spin that feels fresh for the cause. Keen to see what he grows out for the next 29 days.
Runner up: Kit Kat 'Give the Planet a Break'. The planet definitely needs a break, so even the smallest of gestures to help encourage this feels like a step in the right direction. The visual device built from the bars works hard, and will say everything it needs to on shelves. If these specific recycling bins are genuinely placed in stores or close to purchase I do hope consumers will get on board - it's a hard habit to break. If not, it's a tasty reminder that we all need to work harder on recycling and reducing single use waste. On the next packaging update Nestle, let's lose Palm Oil off the back.
Little tough, not a particularly strong week in complete honesty.
Winner: Netflix Korea 'The Massacre of Kingdom'. Using a real exhibition to launch a new season steeped in fictional historical events fits like a glove. Then crafting a three-story museum of artifacts to bring to life that history is no small feat. The execution feels rich and imaginative, something that will surely make fans of the show froth and those not as familiar give it a watch. Overall, nicely executed with some lovely craft, craving a little more meat to the idea around it. But as fan service it should hit the mark nicely.
Runner up: Burger King 'Broom Thru'. All for a low effort, high reward costumes. If throwing the leg over a broom on Halloween and walking through a drive through scores you dinner - let's have at it. The lo-fi nature of this lends itself perfectly to some organic PR as every kid on a budget will be lining up on their firebolts to score a whopper and share a photo. A low effort, high reward idea.