The April 2011 Creative Circle Ad of the Month will only be judged next week Thursday, 19 May 2011. In the meantime, here are the results for February and March, including Digital Ad of the Month, which continue a trend of being poor in terms of number of entries and quality (see judges' comments).
Category
February 2011
March 2011
Print
1. AA/Top Car "Disasters" - Net#work BBDO Joburg
1. Kalk Bay Books/Audio Books "Journey 1,2,3" - Ireland/Davenport
Quite a strange month, considering that we [were] on the Cannes deadline. There was not a lot of work entered this month; apparently this is a trend and this is worrying. Hopefully there [were] more next month. Let's pray that we get an extension. Congratulations to all the winners and thank you to all the judges for making it on St. Patrick's Day.
We all agreed that this was generally a poor month. Both in terms of number of entries, as well as the overall strength of ideas. The expectation had been that we would be swamped, given the looming Cannes and Loerie deadlines. The reality was quite the opposite, with judges having to stretch themselves in some categories to find worthy second and third places.
Print
Was the worst and most disappointing. Which is why we only awarded first place and no second or third.
Print had very little to give. Forcing us to choose only two contenders in this category.
Ambient/outdoor
There were two clear pieces above everything else. The panel decided both should be awarded first place, as there was nothing worthy in the same league.
This was the worst affected category, with only four pieces entered. The two pieces that placed were the strongest out of a very small selection.
TV/cinema
There were some good pieces. The standard was generally not bad. The piece that won displayed fresh execution and was nicely handled.
The three winners in this category quickly rose to the top of a fairly populated but sluggish category. A lot of the spots simply weren't rewarding enough. Perhaps next month will bring out those Cannes and Loerie hopefuls.
Radio
This was by far the biggest category. For once radio was not the category we all moaned about. There was some good work. The craft and writing of the winning piece was what made it.
For a change, radio was probably the strongest category this month. With quite a wide range of styles and tonality. The winner was, however, unanimous. It was good to hear genuine chuckles from some of the judges.
Experiential
There were some good pieces and some poor pieces. For example, obvious spelling errors on your entry don't help your cause. This is always a difficult category to judge as it covers a wide range of disciplines but the winning piece was unanimous and was a worthy winner.
Digital
The submissions from the most recent round have been far less than we have previously seen and ideally we want more and better quality work submitted. The one piece that did stand out was the Design Indaba fictitious product microsite. It's a lovely use of the mixed media productions, wrapping up a simple and solid concept. There are some very clever transitions that add to the story, and reveal as you explore more of it.
It's funny how every month now seems to be "a particularly poor month” at Ad of the Month. Wait, actually that’s not so funny. Posted on 13 May 2011 12:46
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