Chief Creative Officer for BBDO/Proximity Singapore
Spikes Asia is one of the last significant award shows of the year. It’s here that great work which has enjoyed success in the early part of the year continues to be held up on a creative pedestal. It’s also the platform for great new work to shine after Cannes. In Asia, there is no shortage of that. So in the run-up to Spikes 2012, it’s both easy and challenging to predict the big winners for the year. The Gold Lion and Pencil winners should win Gold at Spikes, right? Yes, and no. Different jurors have different thoughts on what constitutes a great idea. And of course, there will be the new work that can spoil a lot of parties. But great ideas are great ideas. It’s those ideas, regardless of award show or jurors, which deserve to be celebrated at this year’s Spikes. In my humble opinion, here are some that should, and truly deserve to, take home the metal. Good luck to all of them. And congratulations in advance.
S-Oil – ‘Here’
A new one. This is a painfully simple idea, which makes you want to kick yourself for not coming up with it. S-Oil, a gasoline company in Korea, set out to help people to save petrol. So that drivers could avoid driving round and round to look for a parking space, the very smart folks behind this idea created helium filled balloons that were strategically placed at the back end of each bay. When a car parks up in the space, it pushes against the rope that’s tethered to the balloon, pulling the balloon down. Conversely, when a car leaves the spot, the balloon will rise again to show that the spot is vacant ‘here’. Simple and useful, and saves petrol, money, time and the environment - something I would definitely share with my friends. I hope this is copied and introduced in every country.
E-mart – ‘Sunny Sale’
It’s so cool to say, “QR codes are so old school”. But heck, if they’re used in a fresh way, it’s still bloody great. This is bloody great. To attract the lunchtime crowd to their stores, E-mart created a shadow QR-code that could only be activated when the sun was in the correct position overhead. Customers who scanned the code were directed to a site for ‘lunchtime only’ discounts. They could also order their groceries and have them delivered to their homes at the same time. What a great idea.
But what if we were to do this? Since the purchased items could be delivered to homes, maybe they could have used these QR codes on live web banners. Consumers could then get their lunchtime discounts while they’re at home or the office. My two cents.
A.O. Smith – ‘Solar powered water heaters’
What a genius way to demonstrate a product that is driven by solar power. Why not use solar power for the demonstration? It’s product specific, it delights, it makes people want to take a shower. How lovely.
Monteith’s – ‘Sorry about the twigs’
And the ‘Ballsiest Client Award’ goes to the good people at Monteith’s. This is a perfect example of controversy generated for all the right reasons. If you want to sell a fruit cider that’s made naturally, it makes perfect sense to show the ‘consequences’ of being so close to nature. Then issue a public apology letter. With the modest investment of some twigs and a newspaper announcement, Monteith’s executed a great build-up to their ‘made from fresh fruit’ story.
Mumbai Mirror – ‘I am Mumbai’
This film displays a basic and powerful human truth – the need for a voice. There is so much emotion and fire in this immaculately crafted work of art. I will never get all the nuances and insights of this film, but I’m sure it speaks to the soul of every Indian.
Pepsi ‘Liter of light’
Some of us strive for game changing ideas. This takes it one step further with a life changing idea. This beautiful soul branding campaign from the Philippines brought the gift of light to thousands of underprivileged families via a simple mix of Pepsi bottles, bleach, water and contact cement. It’s so refreshing to see a big brand touching lives in such a way.