The Creative Circle results for Ad of the Month for June and July 2010 have been combined, and if you've been wondering about May and April, wonder no more. Congratulations to all concerned.
3. Exclusive Books/email for Dummies "Chain Mail" - Ogilvy Jhb
Judges
June/July 2010
May 2010
April 2010
Tseliso Rangaka, Ogilvy (chair)
Gareth Lessing, DDB SA (chair)
Rob McLennan Net#Work BBDO (chair)
Gareth Paul, Draftfcb
Molefi Thulo, Ogilvy
Taryn Scher, Ogilvy
Justin Wright, TBWA\Hunt\Lascaris
Erin Brooks, Draftfcb
James Cloete, Draftfcb
Justin Wanliss, Euro RSCG
Wihan Meerholz, TBWA\Hunt\Lascaris
Adam Weber, TBWA\Hunt\Lascaris
Vuyani Plata, TJDR
Avital Pinchevsky, MetropolitanRepublic
Marc Watson, Promise
Lee Naidoo, Lowe Bull
Tim Beckerling, McCann
Kerryn-Lee Maggs, Hello World
Andre Vrdoljak, DDB SA
Heidi Kasselman, Lowe Bull
Juliet Honey, Lowe Bull
Angel Jones, morrisjones
Francois Boshoff, Volcano
Antoinette Fourie, Joe Public
Liam Wielopolski, Y&R
Catherine Ireland, Grey Advertising
Bongi Luvuno, Grey Advertising
Byron Liatos, Net#work BBDO
Comments from the judges' chairperson
Category
June/July 2010
May 2010
April 2010
General
Overall the work was of a good standard, perhaps something attributable to the Loeries gold rush. Also it was the simple, entertaining but well-executed ideas that got the best response. Not surprising, given that we've just come out the other end of a year-long vuvuzela.
Well done! I think!
A surprising turn around for the books. One thing is clear, it's going to make for an interesting Loeries, with everyone amping it up in all categories with a lot of fresh, new work.
Newspaper
One of the stronger categories this month. Again, lots and lots of time spent crafting ideas that either ring a bell or don't quite satisfy. There were four favourites here, with Ogilvy Cape Town's VW campaign taking the undisputed lead.
Good to see that idea was king in this category, and then comes execution. Not that much work as is the trend these days. It would be nice to see competition of a higher standard.
Newspaper was won by DDB for HTH with a well art-directed campaign.
Magazine
Surprisingly few entries in this category, with execution slightly ahead of concept. Well done to the winners.
Once again the panel was not blown away. Here we felt that art direction was king, not concept. But still some worthy work goes through to Ad of the Year.
There was no magazine category this month. There have been much fewer entries month on month over the past year in both newspaper and magazine, possibly due to the proliferation of new media.
Outdoor
Very few pieces but by far the strongest category. Some judges felt some of the work was a little clunky and gimmicky in how it came together. Generally though, innovation as well as a high level of thought and crafting made this a rewarding one.
Nothing mind-blowing. Yes a first, second and third but pretty average. This is normally a great category.
Exclusive Books heads up outdoor with an amusing look into celebrity minds.
TV/cinema
The most balanced, with poor, average and good equally represented. Simple, entertaining, well-executed ideas got the unanimous votes. Well done to Network for arriving first with a funny Chicken Licken spot, followed by three other well-received ads.
A pretty good month. We all knew the winner when it popped up. Yip, Chicken licken "Bunker". Once again a great piece from Network for Chicken Licken. Followed closely by three other nice spots.
The winners in the television category were won by cause-related advertising, which makes a difference from the norm. A fresh angle from Hunts for the Apartheid museum won in television and radio, articulated through how our supposedly savvy students know so much about popular culture, but when challenged, remember very little about South Africa's struggle heroes and credentials. Embarrassingly enough, we the panel were much the same.
Radio
Personally I found the radio quite dull with very few standout pieces. Lots of narrator led executions and announcers that insist on over-explaining the spots. The winners did really stand out. I think this category is dying for a kick in the ass.
The panel wasn't blown away. Lots of blank stares as we listened to ad after ad. Entertain us! Thank goodness for the top three pieces, they pulled us through. Some thoughts... too many rehashed ideas and some advice from the writers on the panel: you don't have to over write the spot. Write all it needs and nothing more.
Yet radio, which has been really good over the last couple of months, was pretty dismal apart from the winners.
Experiential
Lots of great work, and great to see how much thinking is going into new ways to bring a message to audiences. It truly is an exciting category. We seem to be a lot more loose and exercise more freedom when executing work in this category. We all really loved the performance and casting in the piece from Ogilvy for Exclusive Books "Chain mail". Most TV spots don't crack it as well as they did. And there was the great piece from Y&R for XBox which held the SA flag high in Cannes by winning gold, and now to top it off you win Ad of the Month. Well done guys. One thing with entries: keep your clips short and to the point, pleeeeeeeze.
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