Первые результаты жюри Young Creatives Belarus Competition 2016: шорт-листы и победители

15 Марта 2016 marketing.by 8209 0 Cannes Lions
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Сегодня были объявлены первые победители отборочного конкурса Young Creative Belarus 2016 в номинациях Media, Cyber и Client, а также сформированы шорт-листы в категориях Design, Print, Film. Дополнительно организаторы конкурса предоставили протоколы жюри с мнениями и оценками.

Состав жюри

Том Хэмлинг (Tom Hamling), США –  Group Creative Director at GSD&M in Austin, Texas
Лорен Маффео (Lauren Maffeo), Великобритания – Content Specialist ”Aha! Roadmap software”
Себастьян Арречедера (Sebastián Arrechedera), Мексика – Founder Arrechedera Claverol
Маттиас Боньер (Matthias Bonjer), Германия – Managing Director Zucker.Kommunikation GmbH
Тим Эгер (Tim Eger), США –  Group Creative Director at GSD&M in Austin, Texas
Марк Стаббс (Mark Stubbs), Великобритания – Director, DOP and Photographer
Джессика Апельяниц (Jessica Apellániz), Мексика – Creative V.P. Publicis Mexico
Рольф Легер (Rolf Leger), Германия –Executive Creative DirectorKolle Rebbe GmbH
Рай Клифтон (Rye Clifton), США – Director of Experience GSD&M
Эстебан Сакко (Esteban Sacco), Мексика – Founder & Partner, Chief Creative Officer Sparkling Mexico
Сьюзан Лилли (Susan Lilley), США – Director Americas Movie Network NCM, Cannes Lions US Representative

Media:

Маттиас Боньер (Matthias Bonjer), Германия – Managing Director Zucker.Kommunikation GmbH

Первое место – Команда 1

Real crosschannel media strategy with a creative activation and a 360 idea.

Второе место – Комнада 5

Creative idea, good partnership and addresses an intelligent gate to solve the problem; missing an elaborated media strategy

Третье место – Команда 3

Clever and awareness getting campaign, a little subtle but smart. Missing the collateral PR-effect (receiving a broad discussion in media)

Сьюзан Лилли (Susan Lilley), США – Director Americas Movie Network NCM, Cannes Lions US Representative

Первое место – Команда 2

This was very innovative - taking a monthly ritual for all elderly and giving them discounted options for activities based on where the bill was paid.  Their inclusion of the four Media Channels was good; the Summary slide was comprehensive and clear.

Второе место - Команда 5

This was a good insight that both the parents and their sons/daughters wanted to spend more time together.  It provided easy/direct activation within their employer's internal web platform to find discounted activities they could share.  They provided a good, clean, clear Summary slide.

Третье место – Команда 1

This was a good idea trying to utilize various ways to engage the elderly and get them more active.  Their strategy was very broad, did not seem as targeted as the others; although the Summary slide was good.

Эстебан Сакко (Esteban Sacco), Мексика – Founder & Partner, Chief Creative Officer Sparkling Mexico

Bill Bernbach once said, “All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level.”

Sure, I'm looking for work that works. But, more importantly, I'm looking for work that in some way lifts creativity and, indeed, society to a higher plane.

Первое место – Команда 2.

It is certainly the best idea of all. Clear, strong, fresh and above all real. It is not an occurrence or a publicity trick. It’s really the best solution proposes to change the lives of these people. Amazing and clear gold.

Второе место – Команда 5.

The great value of this idea is to fully understand the real “tension” that exists background;

-Old people: It is very important for me to be apart of society and spend more time with my children

-Yuong People: I have no opportunity to spend more time with my parents.

The great value of this idea lies in understanding that THIS is the real problem. And raise a very good solution to solve this tension.

Третье место – Команда 4.

The great value of this idea is the point to beginning of idea. The Key Message: Age - it is not about the body, it’s about a soul.

The execution of the idea while very good , maybe I could see was even more powerful.

Получив 2 Первых места, победителем становится Команда №2:

Анна Тишкевич
Алексей Венцкевич


Cyber:

Лорен Маффео (Lauren Maffeo), Великобритания – Content Specialist ”Aha! Roadmap software”

Первое место – Команда 3

Their proposed geo-targeting and push notifications are the most modern and engaging cyber tactics. This brief also does the best job of using cyber tools to facilitate in-person connections with peers.

Второе место – Команда 6

This team proposed the most integrated social campaign of all seven entries. And their goal to ease intergenerational "matches" based on shared interests doubles as a cyber mentoring program. 

Третье место – Команда 4

The proposed partnership between two popular existing networks is an intriguing strategy. The incentives for both parties -- and ultimate goal to build intergenerational, in-person connections -- also strengthen this brief.

Маттиас Боньер (Matthias Bonjer), Германия – Managing Director Zucker.Kommunikation GmbH

Первое место – Команда 7

Sourcing the wisdom of elder people is a creative angel and a good execution idea. Presentation is the best in this category

Второе место – Команда 5

Simple idea and good angel for a target group activation

Третье место – Команда 4

Good combination of successful services (AirBNB) with the accommodation close to elder people.

Рай Клифтон (Rye Clifton), США – Director of Experience GSD&M

Первое место – Команда 6

Both from a design and idea standpoint, this idea is simple, effective and social. I love that it sets up an environment where both groups can learn from each other. It inspires interaction, and would lead to some really great stories in real life… I also think it could work, technologically and effectively.

Второе место – Команда 4

This idea forces interaction in the real world, which feels very effective. The idea of turning AirBNB into a social service is really smart, and the matchmaking aspects could lead to some great, meaningful relationships.

Третье место – Команда 2

Switching cookies is a fun and effective awareness campaign. While it doesn’t force interaction between young and old in the real world (as some other teams did), this is a great media campaign that could be rolled out on a large scale. It also has the novelty factor of using technology in a new way… which always leads to good press and curiosity.

Джессика Апельяниц (Jessica Apellániz), Мексика – Creative V.P. Publicis Mexico

Первое место – Команда 6

I think team 6 achieved one of the must important things needed in Cannes: the “doable” factor. The way they approached the brief was smart, they actually uses a social platform to make sure that the message was spread and that they weren’t just helping the elderly surf around the web, but actually helping them connect with others. This team was the closest to achieving the campaign objectives.

Второе место – Команда 7

Even though I’m sure the target wouldn’t want to be called “old”, “bro” or  “oldbro”, I believe the idea of helping the elderly connect with others by sharing their experiences, is spot on. People look to the web for answers, I think this campaign could raise awareness that aging is natural and even positive.

Третье место – Команда 2

This team achieved the most “cyber” campaign. It’s a great idea seeing the web from the perspective of another generation and the use of the cookies was clever, but unfortunately didn’t match the objective of the brief.  

Получив 2 Первых места, победителем становится Команда №6:

Анастасия Назарова
Илья Довнар


Client:

Маттиас Боньер (Matthias Bonjer), Германия – Managing Director Zucker.Kommunikation GmbH

Первое место – Команда 1

A creative storyline, bridging in target group insights and emotional component by common experiences

Второе место – Команда 3

Very good presentation.  Grabbing gamification and bridging generations. Functioning too complicated

Третье место – Команда 2

Nice grabbing of the smart watch trend, but far beyond target group. Presentation is mediocre

Сьюзан Лилли (Susan Lilley), США – Director Americas Movie Network NCM, Cannes Lions US Representative

Первое место – Команда 3

I liked the innovative thinking of directly linking men with their parents in this very popular game.  It was a win/win for both: the men earning "gold" in the game and parents got discounts to many interesting things which pushed them to more activity.  They had  very good summary slides of Benefits; Job to Be Done and KPI goals.

Второе место – Команда 1

This was a good idea of giving the elderly opportunities to recall memories & stories; earn money and interact or connect with younger people through the website help and the Festival.  Good summary of Benefits to all parties involved.

Третье место – Команда 2

This idea did not seem as innovative; it followed "FitBit" too closely.  They did provide a good list of clear deliverables.

Лорен Маффео (Lauren Maffeo), Великобритания – Content Specialist ”Aha! Roadmap software”

Первое место – Команда 3

This brief proposes the strongest integrated campaign.

Второе место – Команда 1

Their proposed solution does the best job of achieving campaign objectives. 

Третье место – Команда 2

Получив 2 Первых места, победителем становится Команда №3:

Николай Толстик
Иван Хорев


Design:

ШОРТ-ЛИСТ:

Team 1

Марина Устинова

Мария Мухина

Team 2

Ольга Запекина

Елена Синельник

Team 6

Брайчук Юлия

Молочко Кристина

Print:

ШОРТ-ЛИСТ:

Team 1

Константин Лукьянов

Елизавета Курочкина

Team 6

Ольга Самойлова

Надежда Шонина

Team 9

Евгений Андрейчук

Марина Пирогова

Film:

ШОРТ-ЛИСТ:

Team 1

Леош Дмитрий

Серж Геращенко

Team 6

Ирина Фомина

Алла Дрёмова

Team 10

Владимир Варава, Авдеенко Анастасия

Полный список победителей будет известен вечером 18 марта. 

Все работы можно посмотреть тут.

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