Young Creatives Belarus 2015: протоколы жюри

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Организаторы завершившегося конкурса Young Creative Belarus 2015 предоставили протоколы жюри с мнениями и оценками.

Андрей Губайдуллин, Россия -  Креативный директор / совладелец, агентство креативных решений «Восход».

Агентство основано в 1996 году. С 2007 года «Восход» входит в топ-10 креативных агентств России, а с 2011 года признается Лучшим креативным агентством страны 4 года подряд. В 2014 году Андрей признан лучшим креативным директором Новой Европы по версии фестиваля Golden Drum (Словения). Под его креативным руководством агентство завоевало более 600 наград на международных и национальных фестивалях, в том числе: Cannes Lions, CLIO, London International Advertising Festival, One Show, Epica, Eurobest, Golden Drum, The CUP, ADCE, ADCR, EFFIE, Golden Hammer, Red Apple, KIAF, Идея. С 2012 года Андрей является членом Российской Академии Рекламы. За свою карьеру Андрей успешно работал с российскими и международными брендами: Bosch, Siemens, Rehau, Hyundai, Heinz, Chery, Балтика, Beeline и многими другими.

Томас Аским (Thomas Askim), Норвегия – Creative and Partner at the creative hot shop SMFB in Oslo.

A company that the last 5 years have made ground-breaking work for clients as IKEA, Diesel and Geox. And was ranked the second best agency in Europe at the 2013 Eurobest award.

Thomas has won numerous international awards, such as Grand Prix in Eurobest, Gold in Cannes Lions, Gold in One Show, Gold in New York Festivals, Gold in Cresta and Gold in Epica, among others. He has served as judge in several awards, such as the Cannes Lions. He also represented Norway the 2005 Young Lions.

Майя Фолджеро (Maja Folgero), Норвегия – a creative at Norwegian top-agency T/A Pol.

After just one year in business the agency has received International accolades and was just awarded the Grand Prix at Norwegian award show Gullblyanten.

Prior to T/A Pol Maja created award-winning work at Еkestam Holst in Sweden and BBH New York. She was a speaker at the 2011 Cannes Festival (Young Lions area), a jury member of Norwegian & Swedish National awards, and has received International prizes at Eurobest, Epica, LiA, Cannes Lions, Andy Awards and Clio.

Мариано Джегер (Mariano Jeger), Аргентина – VP, Executive Creative Director R/GA, Buenos Aires.

As VP Executive Creative Director of the R/GA Buenos Aires office, Mariano oversees the local creative department and works with fellow creative teams across R/GA’s global network.  At R/GA he has developed global, regional and local projects for Samsung, Nike, Netflix, J&J and Impulse and Rexona among others brands.

Prior to R/GA, Mariano acted as an Integrated Communications and Digital Creative Director at Ponce Buenos Aires, where he developed global, regional, and local campaigns for Stella Artois and Unilever’s Axe, Rexona and Knorr brands.

Previously, Mariano spent five years as a Regional Creative Director at DDB for the Clorox brand in Latin America, in addition to serving as a creative director for Volkswagen, Les Irrockuptibles and Chandon.

Throughout his career he has been recognized with over 50 industry awards including Cannes, Clio, One Show, NY Festival, El Ojo de Iberoamérica and Grand Effie among others. On 2014, R/GA Buenos Aires was named “Digital Agency of the Year” by the Argentine Creatives' Circle.

He has served as Mobile jury president of El Ojo de Iberoamérica, as Cyber jury president of The Argentine Creatives' Circle and as Cyber jury in Cannes among other festivals.

Mariano has been a professor at the Escuela Superior de Creativos Publicitarios where he has taught art direction and has given the Digital Creativity seminar.

Марика Яхило (Marika Jahilo), Эстония – Cannes Lions Representative for Estonia

20 yrs in the field of marketing and communication. Served as Advertising Director for Postimees newsmedia group from 1997…2012. Alphabaltic Media Country Manager for Estonia – 2012…2013. International PR and Media experience:

Baltic Arts Culture Festival London, 1995/97

Schibsted Advertising Network 2004…2010

Cannes Lions Estonia 2005…. present

Ateljee Tallinn/Lilli Jahilo fashion promo and activation

Diplomatic activities in London, Oslo, Athens, The Hague

Creative Competitions:

Jury member to Estonian National Ad Contests Kuldmuna since 2005

Jury member of National Marketing and Media Awards

Founder of national print and web ad contests in Postimees, 2004 – 2012

Джонхи Йю (Jonghee Yoo), Южная Корея –  Creative Director at Cheil Worldwide.

Jonghee Yoo began his career with Cheil Worldwide in 1992 and spent 13 years working as copywriter and became Creative Director of the Creative Division in 2005.

Since joining Cheil Worldwide, Jonghee Yoo has developed communication at every level of the advertising experience - from the crafting ideas and stories, to full expression in the market, and writing training globally.

Working with leading companies such as Samsung, CJ, KT, Dongsuh, Orion, he has been instrumental in leading a number of well-known advertising campaigns.

Due to his outstanding contribution to the clients campaigns, he nominated as a Finalist at the Cannes, Clio Awards, New York Festivals and London Ad Festivals.

Jonghee Yoo  brings a unique perspective and great passion to his role at Cheil Worldwide, always searching for the ideal balance of effective, targeted communications and future-facing, yet timeless creative. He is looking for meeting innovative works in Cannes.

Алексей Андреев, Россия — генеральный директор брендингового агентства Depot WPF. Сопрезидент Ассоциации брендинговых компаний России (АБКР).

Академик Российской Академии Рекламы (РАР). Сопредседатель Комитета креативных агентств Ассоциации коммуникационных агентств России (АКАР).

В рекламном бизнесе с 1993 года. Многократный победитель и призер российских и международных фестивалей и конкурсов, спикер международных конференций и форумов, посвященных рекламе и брендингу. В 1998 году создал компанию Depot WPF, оказывающую полный комплекс брендинговых услуг, включая разработку стратегии бренда, нейминг, визуальную идентификацию, дизайн упаковки, креативные концепции продвижения. 

Сегодня Depot WPF – одно из крупнейших брендинговых агентств в России, признанное самым креативным согласно рейтингу АКАР. В числе клиентов агентства — Nestle, Unilever, PepsiCo, X5 Retail Group, Юнимилк, Балтика, Bonduelle, Heinz, Philips, Минэкономразвия РФ, Правительство Москвы, Сбербанк, Уралсиб, Avito. На счету агентства – 2000 успешных брендинговых проектов, которые высоко оценены как в России, так и за рубежом.

В 2008 году Алексей Андреев совместно с Олегом Бериевым основал Ассоциацию брендинговых агентств России (АБКР). АБКР — общественная организация, представляющая интересы брендинговых агентств России. В данный момент в ассоциацию входит 50 агентств. С момента основания и по настоящее время Алексей Андреев является ее сопрезидентом.
В 2013 году Алексей вошел в состав Комитета ТПП РФ по предпринимательству в сфере рекламы. С 2014 года – куратор и преподаватель Высшей Школы Брендинга.

Лаури Пилдре (Lauri Pildre), Эстония – Digital Concept Manager for Idea, Estonia

Lauri Pildre is currently working as a digital concept manager in IDEA AD creative agency, part of IDEA GROUP. He has been specializing in creating digital marketing concepts for the last 7 years in three Baltic States and Finland. His works have won prizes from Golden Egg and ADC*E competitions.

Эрин Хинджоунг Ли (Erin Hyunjoung Lee), Южная Корея – Media Planning director of Cheil Worldwide.

Cheil Worldwide is one of the fastest-growing agencies in the world with 48 branches in the 41 countries. Erin has various experiences in many client markets. Her main client is Samsung Electronics. She is in charge of Samsung Electronics, Samsung Life Insurance, and Tesco's strategic media planning, all of whom became the prize winners of Cannes Lions.

Her years of experience in the media lab has given her bona fide insights in consumer’s media consumption patterns. With the amelioration of technology, choosing the most appropriate media is becoming a crucial part in delivering the brands' essences. Thus, her focus is on how and what media technology should be used to maximize the brand experience and to meet the needs and wants of both the consumers and clients.

Media Planning nowadays covers a very wide spectrum from the television to the pandemic world of Social Networking Services. She says Media Planners should elaborately plan the consumer experience not just media itself.

Индрек Виидерфельд (Indrek Viiderfeld), Эстония – Creative Director for Tabasco Estonia

I have been working in advertising since 1999. I started my career in a small agency as a freelancer. In 2004 I was creative director at Bates, and in 2007 at TBWA Estonia. In 2009 I created my own agency called Tabasco and I’ve been working as a creative and managing director since then. I have won approximately 30 ad awards and done jury work at different festivals in Tallinn, Kyiv, Prague and Yerevan.

Film

Андрей Губайдуллин, Россия -  Креативный директор / совладелец, агентство креативных решений «Восход».

1 место - Команда 4. Идея хорошая, но недоработали ситуации и текст.

2 место – Команда 5. С натяжкой

3 место – нет

Майя Фолджеро (MajaFolgero), Норвегия /Томас Аским (ThomasAskim), Норвегия

1 место – Команда3. 3 YEARS LATER. A very fun idea, that trough humour gets the message across in a wonderful way. It uses a key insight, and dramatizes it in to a simple and entertaining little story.. Well done!

2 место – Команда5. HALF. An idea that in a visually nice way illustrates the importance of being two for a task.

3 место – Команда1. WE CAN. Positive and clear film that focuses on the benefits that paternity leave can give.

Индрек Виидерфельд (Indrek Viiderfeld), Эстония – Creative Director for Tabasco Estonia

1 место - Команда 6 - good actor

2 место - Команда 4 - cool point of view

3 место - Команда 5 - different from  the others

Джонхи Йю (Jonghee Yoo), Южная Корея –  Creative Director at Cheil Worldwide.

1 место - Команда 3.  The film emphasized the need of male parental leave by pointing out the difficulties of child care through the powerful creative maximizing the negative situation.

2 место – Команда 1. The condensed keyword "I can" and "we can" gained the sympathy with the joy of parenting, and also well conveyed the concept of male parental leave.

3 место – Команда 5. The key visual using "half" drew my attention and curiosity. And through the visual,  the film put emphasis on the need of male parental leave.

Получив 2 Первых места, победителем становится Команда 3:

Алексей Анохин/Виталий Еронский


Print

Индрек Виидерфельд (IndrekViiderfeld), Эстония – Creative Directorfor Tabasco Estonia

1 место - Команда 4. Let's mother pay. (Interesting point of view. Simple, cleaver, good execution, make me laugh)

2 место - Команда 14. Greatest man in the world - against - good point of view. Maybe works even better, but in festival contest the idea is less original. Almost nr 1:)

3 место – Команда 2. King-princess.  Simple, understandable, strong visual.

Андрей Губайдуллин, Россия -  Креативный директор / совладелец, агентство креативных решений «Восход».

1 место – Команда 5. Больше всего в бриф и хоть какой-то экзекьюшен виден

2 место – Команда 2. Инсайт верный

3 место – Команда 8. Попытаться поработать со стереотипами, но пошел самым простым путем

Майя Фолджеро (Maja Folgero), Норвегия /Томас Аским (ThomasAskim), Норвегия

1 место – Команда6. WELCOME TO SECOND CHILDHOOD. A fun idea that highlights a huge benefit in a playful way. The winner has managed to focus on a key insight that feels very true and real. This ad turns this in to a fun invitation that can motivate the target group.

2 место – Команда2. KNIGHT/KING. A metaphor that points out a key insight in visually strong way.  This is a clear and eye catching ad.

3 место – Команда5. FEEL MORE LIKE A MAN. This takes a stereotype and put it in to a new context. This works well, and can get the attention within the target group.

Джонхи Йю (Jonghee Yoo), Южная Корея –  Creative Director at Cheil Worldwide.

1 место – Команда 2. Through a symbolic object, the print delivered the reason children need a father and importance of male parental leaves well in simple but strong way.

2 место – Команда 13. The concept of male parental leave was faithfully delivered by using the insight of current life which most father might sympathize with.

3 место – Команда 10. The print put emphasis on the necessity of men taking parental leave, through the paradoxical message highlighting how difficult parenting is.

Получив 1 Первое и 2 Вторых мест, победителем становится Команда 2:

Никита Иванов/Юлия Панкова


Client

Марика Яхило (MarikaJahilo), Эстония – CannesLionsRepresentativeforEstonia

1 место – Команда 1. School of fathers, brief No 1 - most realistic, easily adaptable campaign, resonates with the general idea of fathers being more engaged with children on weekends. Thus this makes more sense in the situation where you really have to change the behavioral traditions.

2 место – Команда 2. Superdaddy - emotional, but seems unrealistic.

3 место – Команда 3. I dont really think a parenting father has time for business.

Андрей Губайдуллин, Россия -  Креативный директор / совладелец, агентство креативных решений «Восход»

1 место – Команда 3

2 место – Команда 1

3 место – Команда 2

Майя Фолджеро (MajaFolgero), Норвегия /Томас Аским (ThomasAskim), Норвегия

1 место – Команда2 –  Superdaddy project. Of course a telecom-company like Velcom should have their own Superdaddy-app! Of course this is gold!

2 место – Команда1 – School of good fathers. Instead of forcing mom to teach dad how to tackle a kid – we love that Velcom takes on the challenge.

3 место – Команда3 – Kidstarter. A great name for a really clever way of getting more small businesses to Velcom. So smart, it deserved a bronze!

Эрин Хинджоунг Ли (Erin Hyunjoung Lee), Южная Корея

1 место – Команда 2. Superdaddy / Holistic campaign to boost a paternity leave and well designed to use client services fully, and make good image effect for the client.

2 место – Команда 1. School of good fathers. / Using client services smartly and well designed to motivate the participation giving them discounts.

3 место – Команда 3. KidStarter / Need to more focus on the campaign purpose, gender equality instead of traditional man’s stereotype ‘breadwinner’

Получив 2 Первых места, победителем становится Команда 2:

Николай Максименко/Ольга Корзюк

Cyber

Лаури Пилдре (LauriPildre), Эстония – DigitalConceptManagerforIdea, Estonia

1 место – Команда4. Gender Glitch. I love the idea. A brilliant way how to use the power of social media to create discussion on the topic. Even more - it is engaging both sides - men and women, to take action and create content. This solution is something I can see work on global level not only local.

2 место – Команда3. Work for real men (Job for real men). A good message (if written correctly :) and nice campaign activities, but it’s lacking connections with the actual reality (dads will have daughters also, it looks like  they have forgotten this) and it’s still trying to build another stereotype rather than breaking already existing one.
3 место – sorry but I can’t give it to anyone. The other two contestants have totally missed the brief and came up with tools for different agenda. I just don’t see how those would meet any of the objectives given in the brief.

Майя Фолджеро (Maja Folgero), Норвегия /Томас Аским (Thomas Askim), Норвегия

1 место – Команда3. WORK FOR REAL MEN. This is a great way to focus on the positive sides for the task.  We think this could motivate the target group to see paternity leave as a constructive challenge where they can show different skills.  Executed in the right way this idea can turn in to a movement. Very well done!

2 место – Команда4. GENDER GLITCH. An interesting and different way to communicate the message. In a fun and provocative way it “forces” men to take the message in. We don’t know if the technical aspects of the plug-in will work, but the idea is good, and a well deserved second place.

3 место – Команда 2. Father mode. A nice idea where a partnership gives fathers a tailor-made experience. This is a positive and inviting way to get the message across.

Мариано Джегер (Mariano Jeger), Аргентина – VP, Executive Creative Director R/GA, Buenos Aires.

1 место - Команда 4. "Gender Glitch". I believe that this approach it is very interesting, and the concept is strong enough to allow you to develop a broad range of executions.

2 место – Команда 3. "#Dadcandoeverything". I really like the tone of voice of the campaign, it is interesting how the campaign challenges the men and encourages them to try something different. The idea grows when you see it applied on different channels.

3 место – Команда 2. "Father Mode". I loved the approach, it feel strong. Ilikehowsimpleitis.

Андрей Губайдуллин, Россия -  Креативный директор / совладелец, агентство креативных решений «Восход»

1 место – Команда 4

2 место – Команда 2

3 место – Команда 3

Получив 3 Первых места, победителем становится Команда 4:

Максим Горбиков/Виктория Ковалевич

Design

Лаури Пилдре (LauriPildre), Эстония – DigitalConceptManagerforIdea, Estonia

1 место – Команда 6. Pa. Keeping it simple. No slogan needed to make a point. Empowers family relationship rather than just creating another stereotype for men.

2 место – Команда 4. Lion. Restructuring a strong stereotype with simple and excellent artwork. Straightforward symbol together with call to action creates a strong but also nice result.

3 место – Команда 2. Build together. My favorite concept but the artwork itself could be better. I like the idea of creating a symbiosis between father and children through play.

Мариано Джегер (Mariano Jeger), Аргентина – VP, Executive Creative Director R/GA, Buenos Aires.

1 место – Команда 6. "PA". I love the simplicity of it and the conceptualization of the idea. It is very well executed and the explanation is clear and strong.

2 место – Команда 3. "Special mission dads" It's a playfull idea that is very well executed.

3 место – Команда 4. I like the approach, very simple and emotional at the same time.

Андрей Губайдуллин, Россия -  Креативный директор / совладелец, агентство креативных решений «Восход».

1 место – Команда 5.

2 место – Команда 3.

3 место – Команда 7.

Алексей Андреев, Россия — генеральный директор брендингового агентства Depot WPF. Сопрезидент Ассоциации брендинговых компаний России (АБКР).

1 место – Команда 5. Daddy - все срослось: задачи, эмоции, инфографика.  Лого, хоть и шрифтовое, запоминается хорошо, в блоке со switch on/соской.

2 место –  Команда 6. Pa - дал бы и первое, но визуальных атрибутов и того, как стилеобразующие элементы имплементируются в жизнь, на носители, маловато ...

3 место – Команда 3. Special Mission Dads - игра на гендерных, мужских, военных, скаутских инсайтах. Тема заезженная до нельзя, но может сработать, тем более, что другие концепты еще слабее.

Майя Фолджеро (MajaFolgero), Норвегия /Томас Аским (ThomasAskim), Норвегия

1 место – Команда1 – DARE TO CARE. It didn’t take long for this compelling design idea to win our heads and our hearts. One of the most iconic dads in the animal kingdom also makes for a great logo. It should pay off to dare – a well deserved Gold!

2 место – Команда 3 – SPECIAL MISSON DADS. How do you make Ukrainian dads seem macho while taking care of their baby? This design takes care of that! We love how you get more credentials the longer you take care of the baby. Well done!

3 место – Команда 5 – DADDY. A lot of time and effort must have gone into this design process. A good design idea is lifted by great execution. We hope many dads will switch it on – congrats!

Получив 2 Первых места и 1 Второе место, победителем становится Команда 6:

Ольга Запекина/Анна Валуй


Media

Майя Фолджеро (Maja Folgero), Норвегия /Томас Аским (Thomas Askim), Норвегия

1 место – Команда 7. LINKEDIN SKILLS. This is a very smart idea, where you take the problem and turn it around to something positive.  A great insight combined with a relevant and smart use of media makes this a super solution to the challenge.  Very impressing, and a well deserved first place.

2 место – Команда 1. HOURS. This idea gives a very concrete and positive benefit for the target audience, In a very simple and clear way. It gives many, or even thousands, of reasons to take Paternity leave.

3 место – Команда2. JUST AD BABY. A very playful idea that turns the whole challenge in to something fun. This solution makes the topic les serious and can engage in a very positive manner.

Марика Яхило (Marika Jahilo), Эстония – Cannes Lions Representative for Estonia

1 место – Команда 1 – focusing on opportunities and advantages of a parental leave, creating 8760 hrs of value for men. Engaging, playful and not overly serious campaign. Still, how to get men read their website, this strategy does not show.

2 место – Команда 3 – the strongest idea is Kolya's Daddy - the relevant context is already there, it needs to be transferred into media - a website. This sort of campaign would definitely work because of its popular real life role model. Other parts of the idea are not so convincing, though.

3 место – Команда 5 – Smart insight can be found in Daddy Deposit`s idea of changing the negative "Parental Leave". Execution of the idea, though, looks far too complicated.

3 место – Команда 7 –  "Challenge a Dad" idea has many good aspects: playfulness, engagement, creating new value.

Андрей Губайдуллин, Россия -  Креативный директор / совладелец, агентство креативных решений «Восход»

1 место – Команда 5

2 место – Команда 7

3 место – Команда 4

Эрин Хинджоунг Ли (ErinHyunjoungLee), Южная Корея

1 место – Команда 3 / Well Designed media campaign, Every campaign in each channel are all good campaigns

2 место – Команда 7 / Fresh idea using new media like Linkedin, Brand of the year awards.

3 место – Команда 5 Daddy Deposit / Simple but powerful, make new term and easily motivated way for campaign using new media.

Получив 1 Первое место и 2 Вторых места, победителем становится Команда 7:

Анна Тишкевич/Алексей Венцкевич 

PR

Марика Яхило (MarikaJahilo), Эстония – CannesLionsRepresentativeforEstonia

1 место – Команда 3 – Scales Mommy vs Daddy - strong engagement element, has stopping power, nice idea presented in a pleasant but effective way.

2 место - Команда2. True Dad - like the idea of a true dad instead of a biological dad. This issue hits the point.

Андрей Губайдуллин, Россия -  Креативный директор / совладелец, агентство креативных решений «Восход»

1 место – Команда 2

2 место – Команда 1

3 место – Команда 3

Майя Фолджеро (MajaFolgero), Норвегия /Томас Аским (ThomasAskim), Норвегия

1 место – Команда3 – DADDYCARE. When the jury’s first words were “why didn’t I think of that?” you know you’ve succeeded. This complex problem just got a very obvious solution - all thanks to a very PR-able idea. Congrats!

2 место – Команда1 – SKIPPING BABYHOOD. From a great insight comes a really good idea: The simple proof that you weren’t there as a father? When your kid supports the wrong football team! The PR-potential is big, because well – this is most dad’s nightmare. Well done!

3 место – Команда2 – TRUE DAD 4 HOUR. When nothing else works? Make sure to throw a competition in the mix! Having fathers compete and prove themselves against celebrity-dads just might do the trick. A good idea that deserves a place amongst the top 3!

Эрин Хинджоунг Ли (Erin Hyunjoung Lee), Южная Корея

1 место – Команда 2 / It will be probably successful to make PR issue.

2 место – Команда 1 / Very good point to touch dad and mom.

3 место – Команда 4 / Holistic PR package, but little bit normal.

Получив 2 Первых место и 1 Второе место, победителем становится Команда 2:

Букрей Никита/Лейкина Карина


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