Now that we’ve received entries from both Lowe Roche and john st., the latter of which has already claimed to have won the Best Agency Video prize at the 2013 Strategy AOY Awards, why not see what else came into play at this year’s event. Above, we have fellow Toronto-based agency Taxi’s submission for the Strategy AOYs, which shows a hapless soul taking ad award obsession to a, well, more fashion-conscious level. We wonder whose actual Cannes Lions they used in the clip, though we’re anxious to see how “okinawin denim,” “mini-wallets” and “pilgrim aesthetics” could possibly all join as one. Where does this rank out of the three we’ve covered for you? In the meantime, you can also check out the trade’s current 2013 winners list here.
While the 2013 D&AD Awards is now in the books, the folks behind the event, like last year, have released a post-game video documenting the seemingly painstaking process of deciding who takes home D&AD’s most prestigious prize, the Black Pencil. Thankfully, there’s less debate and dillydallying this time around as the parties who produced this clip have shaved off half the time from last year’s Black Pencil instalment, which featured judges like David Droga and Bob Greenberg. This year’s version, meanwhile, features Black Pencil judges including W+K alum/Google Creative Labs ECD Iain Tait, Fred & Farid co-founder Fred Raillard and Turner Duckworth’s David Turner. In total, there were four 2013 Black Pencil winners (we’re almost certain you can guess one of them) as you’ll see at the end of the video, which lets you be a fly on the wall if only for a few. FYI, D&AD 2014 call for entries is now open.
WPP-owned, Toronto-based john st. continues in its great annual tradition of taking the piss out of the industry as part of its pitch for Strategy‘s Agency of the Year awards (we covered fellow Toronto agency Lowe Roche’s entry earlier today). In its follow-up to last year’s introduction of a “professional clicking service” called Buyral, john st. gets more aggressive, scaring the bejeezus out of total strangers (well, at least let’s play along) as part of the a new marketing strategy that the agency’s christened “exFEARiential.”
It’s just as absurd/amusing, if not more so, than previous john st. AOY videos including Buyral as well as predecessors, Catvertising and Pink Ponies. It looks like we aren’t the only ones that get a kick out of “exFEARiential” as it picked up Best Agency Video at the Strategy awards, where john st. also took home gold for Agency of the Year and bronze for Digital Agency of the Year. FYI, if you stick around til the end of the clip, you can click on separate videos of the stress tests featured above (or if you’re just unwilling to wait, go here and here). Credits after the jump.
Lowe Roche respects the data. In a video for Strategy Agency of the Year Awards, the Toronto-based company provided some education on the habits of the ad employee demographic. Not just tidbits about dieting and working, but the juicy stuff: you know, alcohol and porn. As someone who works with data just about every day (for sports, not survey research) I definitely appreciate a math-based approach to an industry full of projects that often rely on intuition and copycat trends. Product-research data can always be manipulated or ignored or conducted incorrectly. Steve Jobs once said, “People don’t know what they want until you show it to them,” and he was right. But demographic data is usually helpful and meaningful.
Here are a few lighthearted and self-deprecating mathematical takeaways from the clip, according to PMB Advertising Vertical Analysis 2013:
- Ad people drink nine times as much bourbon as the average Canadian.
- Ad people watch 1.7 times the amount of pornography as the average Canadian.
- And ad people are 1.6 times as likely to mute the sound in TV commercials as the average Canadian.
At least we can all agree that television commercials are typically bad. Buy some Jefferson’s Reserve. Drink up. Credits after the jump.
This month’s Advertising and Interactive Annual issue of Applied Arts Magazine features some unusual creative thought from Zulu Alpha Kilo. ZAK is guest art directing for the magazine, and the agency decided to produce a thought experiment that would challenge the way industry insiders perceive quality work. In short: the issue’s winning work was rejudged by “regular” consumers, and the results were quite different.
In the accompanying video, we don’t get to see what work was praised by critics and panned by consumers, but we are told that 70% of the critically-acclaimed work wasn’t as acclaimed when consumers were judging. The remaining 30%, praised by both, went on to have success at Cannes. Such a large split brings up a compelling debate about what makes certain work good, accessible, and appealing to the public. It’s the same debate that comes with any creative format, be it movies, music, art, but when consumers are involved, their opinions should help qualify what makes something good or bad. How much those opinions should count, I’m not sure. This type of experiment may not lead to easy answers, but at least it asks some very interesting questions.
We’re sure many of you on the East Coast have already checked out by this point, but here’s a short film anyways produced by Jack Morton Worldwide that somewhat documents the Cannes Lions experience. Beginning with shots of creative notables including AKQA CCO Rei Inamoto in some sort of meditative pose as they ponder the questions being asked, the video eventually gives us a sense (especially those of us who’ve never made it out there) of what it’s like to win, or just be at the week-long event in general. That’s good enough for us at this point, thanks.
Regarding the doc, which also features the likes of David Droga, Jack Morton director of moving image, EMEA Adam Norris tells Campaign Brief, “Cannes Lions is far more than an industry event; it’s the key gathering of creative minds from across the globe. Creating the documentary is a singular opportunity to shine a light on this world and reveal what makes Cannes unique.” And we suppose it basically does.
In writing, Leo Burnett’s winning entry for the 4A’s TruthBrief Competition almost sounds like a Sporcle quiz: advertisements stripped of logos were turned into artwork.Visually, the Leo Burnett submission – titled “4 Le Communique Art Show” – was meant to show that advertising and art don’t have to be mutually exclusive. The agency produced an art show at a college campus with the logoless works of art. Although you can’t clearly see the the art in the video above (I’m not sure why), the concept still lends itself to thoughtful debate about the relationship between commercialism, creativity, and art.
The competition called for entries that could “improve advertising’s image and attract a new generation of talent into the advertising business.” Considering it’s generally accepted that a majority of ads are boring and/or terrible, the competition seems like a worthy endeavor. As for Leo Burnett, now that the art is over, the agency can go back to handling it’s mega-commercial clients like McDonald’s, The Coca-Cola Company, and Kellogg’s.
The ESPYS are supposed to throw a nudge and a wink in the direction of typical award shows that take themselves too seriously. Athletes get all dolled up in dresses and suits, the host runs through some comedic skits, and the sporting world congratulates itself on the red carpet, all of which has appeal to the average viewer, because the sports world is usually unglamorous for the other 364 days of the year.
For the 2013 ESPYS, ESPN seems to have taken that care-free attitude to a whole new level, a level that borders on creative laziness. Amazing athletes and sporting events “happened.” For example, Robert Griffin III tells us that Gabby Douglas “happened,” and Lebron James “happened, with authority.” ESPN worked with creative agency 77 Ventures to produce a dozen or so spots in advance of the July 17 show that covers just about every positive sports story from the previous year. They all happened. Which makes you want to hit your head and let out a rhetorical, “duh?” ESPN wasted the chance to use its biggest stars like RGIII, Derek Jeter, Danica Patrick, and Ray Lewis to sell great games and plays. We know they happened. These inspiring sports stories can pretty much sell themselves, but this “Happened” campaign pushes the limit of less is more. For once, less is less. Less happened.
You can watch three more promos after the jump.
Usually, Funny or Die is funny, at least with the site’s playfully crude original material. When it comes to the company’s most recent branded content, however, you’ll notice an immediate difference in tone. When you look at Brandon Dentertainment, the creation of Funny or Die’s in-house commercial production company Gifted Youth, you won’t see Will Ferrell battling it out with Adam McKay‘s daughter. Instead, you’ll see a dry and corny fictitious character who will host the 5th annual One Show Entertainment Awards. There’ll also be bad special effects, used for a purposeful but hollow impact. According to those familiar with this effort, “You’d be surprised how much work it takes to make something look so thoroughly bad and cheesy.”
You might recognize the actor playing Mr. Dentertainment. I don’t know his name, nor do I think it’s all that relevant to look it up, but he’s had small roles on television. And now, he’s here to stick his hand into the field of branded content award shows. I’m not sure why, and I’m also not sure why there’s a 1980s theme for the award show promo. Basically, I’m just not sure. Everything about the aesthetic strikes me as random, which may be funny to some people. Who knows? But since this is tangentially related to Dave Franco‘s basketball video with DeAndre Jordan, I can let it slide. As for One Show Entertainment, it takes place June 13 at Deutsch LA. Ticket info here.
After taking a year off to just party down and not award its time-honored head-up-ass trophy to anyone, New York-based agency Woods Witt Dealy & Sons has resurrected its annual Cannes-tidote dubbed The Wrath of Cannes. Judging returns on the 2013 go-around, which will take place on June 20 in the Big Apple (location TBD) while the majority of the industry indulges in French Riviera revelry. Meanwhile, this year’s Wrath is all about one thing: beer. WWD&S has concocted its own brew brand called Wrath of Cannes Bitter Ale, and while they have a recipe, a label design (see below) and a brewer in tow, the agency needs some monetary flow to actually realize its booze-soaked dreams.
And so, channeling the spirits of Zach Braff, Kristen Bell and many others before them, WWD&S wants to go the crowdfunding route via Kickstarter, and to do so, they’re giving potential Wrath entrants a simple brief. To break it down, you can download this brief (.pdf), show up to the party early and get free beer, have your ideas judged, perhaps get friends to donate….and drink more beer. The rest of the info is here. Stay thirsty, my friends.