Жюри объявило победителей конкурса BELARUS YOUNG CREATIVES 2018 в пяти номинациях

14 Марта 2018 5657 2 Cannes Lions Творчество
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Cегодня, 14 марта, стало известно, кто из Молодых Львов победил в каждой из 5 номинаций Национального отбора Young Cannes Lions.

Напомним, что конкурсное задание от фонда Unihelp было следующим: создать креативную кампанию, которая воодушевит людей помогать тяжелобольным детям на регулярной основе.

DESIGN 

Команда №4:

Денис Мисюля
Михаил Беланович

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4.jpg

Комментарии жюри, приводим на рабочем языке конкурса - на английском

Jasper Vierboom, Creative at VIRTUE (The Netherlands) 

Gold - Team #1
Beautifully designed and super powerful. Love the combination of the strong and simple graphics together with the beautiful portraits. I still feel like some ideas or copy could be elevated to the next level. But overall, it’s a big idea that I can see transform into a whole campaign.
Silver - Team #4
Very well explained as well as designed. I see a concept in every execution instead of just slapping a logo on there, which is great. When I look at it from a communications aspect as well as design, I feel like you have to explain the logo, before people will get it. I like the OOH you created but it’s hard to get it immediately. What’s great is that you grabbed something that’s current and now (the coins).
Bronze - Team #2
There’s something interesting when talking about karma. Yes, it’s something we do for ourselves, but to communicate karma when you’re a charity may be a bit weird. It’s like: "Hey, we know you’re not doing it for the kids, so let’s do it for your karma.” On the other hand, it’s nice to play with an existing symbol and I think you integrated that very well in all your digital assets. 

Christos Koutsoukos, Executive Creative Director Cream+Rascal (Greece) 

Gold – Team #4.
I think the Donation Beats is a great and very contemporary idea, the design is OK it’s clean and neat with potential on being iconic.
Bronze – Team #1
Bronze – Team #2
I would not give a silver if i don’t have to, so would go with 2 bronze and reason for that is that I think the GOLD is way better than the other contenders. 

Juliana Paracencio, Regional Creative Director at Memac Ogilvy Dubai (UAE)

Gold - Team #1
Silver - Team #4
Bronze - Team #2 

Luca Bajs, Creative Director @ Grey Ljubljana (Slovenia)

Gold – Team #4
Simple and deep at the same time, but powerfully relevant. That is what good design is all about.  
Silver – Team #2
Karma is all about cause and effect, and the same goes for donating a small amount of funds – it can have a powerful effect.
Bronze – Team #1
Youthful and playful, needs just a pinch of daringness.

PR 

Команда #1:

Ольга Самойлова
Екатерина Сакович

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Комментарии жюри

Christos Latos, General Manager, OgilvyOne Worldwide Athens (Greece)

Gold - Team #1
A great BIG IDEA with the PR element right at its hart
Silver - Team #3
An out of the box campaign using multiple innovative touch point
Bronze - Team #2
Clever idea based on Guerrilla marketing  

Ali Rez, BBDO / Regional Creative Director for Middle East & Pakistan

Gold – Team #2
Silver – Team #3
Bronze – Team #1 

Myrthe van Dijk Myrthe is creative at one of the most digital minded agencies of the Netherlands Code D’Azur

Gold – Team #1
Interesting point of view! 'Invest now' feels really positive, even though it's a emotional subject. The HelpCoin feels like you got something there. Could be interesting! Great job! You won because you had the most original idea, which could actually work.
What you could do better:
The tone of voice could be a bit different, ill children aren't companies. And an investment feels a bit like I only benefit (now). The Helpcoin feels a bit like a different idea compared to the investment. Could be 2 ideas. HelpCoin needs a bit of explaining: what if the coin crashes? Can I sell my coin? How does it work? And for now feels like a lot of steps still: I just want to donate. 
Silver – Team #2 
Interesting insight, very creative. I like the strategy as well! It will generate a lot of PR if you got platforms to work with you.
What you could do better:
I'm afraid it will have a negative side effect, because you're putting Europe in a bad light. Next to that it doesn't really feel like people will believe this, because it would be a bit too surrealistic.   
Bronze – Team #3
Interesting insight! I really liked the mechanism of the Charity WiFi, that's smart and it will work.
What you could do better:
It doesn’t feel like this is going to generate a lot of PR. Influencers probably aren't going to cross the country just to use WiFi for instance. And I missed a creative twist to the butterfly effect, now you translated it literally to a visual butterfly. Next time, try to come up with an idea you would actually want to try yourself, because it's so cool/funny/awesome experience. You're the target group yourself :). 

Saso Petek, Creative Director Agencija 101% (Slovenija)

Gold – Team #1
The most potential idea if properly executed with some twists. It tackels the main problem – lack of trust – in an interesting way which captures the Zeitgeist and tries to gain trust with a modern decentralized approach.
Silver – Team #3
The most emotional and soft idea which could attract a lot of attention in form of instalations and events.
Bronze – Team #2
Nice teaser which could be a starting point of deeper interesting and emotional story about a man who has changed his life after the event at the border. 

CYBER

Команда №1:

Дмитрий Бутер
Алексей Ткачук

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На фото - Алексей Ткачук



Комментарии жюри

Christos Latos, General Manager, OgilvyOne Worldwide Athens (Greece)

Gold - Team #1
A well thought mechanism using the latest technology and the trend of crypto. 
Silver - Team #2
A very clever idea based on a simple insight.
Bronze - Team #3
A simple mechanism to make it easy to donate.  

Ali Rez, BBDO / Regional Creative Director for Middle East & Pakistan

Gold – Team #1
Silver – Team #2
Bronze – Team #3 

Myrthe van Dijk Myrthe is creative at one of the most digital minded agencies of the Netherlands Code D’Azur

Gold – Team #2
The insight is super nice and very creative! The idea to share your present with an ill kid is really nice. 
What you could do better:
The tone of voice is very negative. You can not say 'useless gift'. They haven't even got you one yet. And they're your friends, it doesn’t matter what they give you, it's nice they got you something. Just stick to the birthdays! The other events are making your idea unnecessarily complicated.
Silver – Team #1
Creative way of donating! Good to implement an innovation for your idea. Could create a lot of PR as well.
What you could do better:
Why do you need to use a bot? This idea doesn't really need that. And your presentation could be a bit more to the point.
Bronze - Team #3
The insight is good: it should be simple to donate, yes! And backing up every choice with facts is very good.
What you could do better:
I'm missing a little bit the reason why I should donate. Your idea unfortunately doesn't really solve the problem. 

Saso Petek, Creative Director Agencija 101% (Slovenija)

Gold – Team #2 
Could become the most emotional idea of all the entries and could change the image and beliefs of target groups since it enhances empathy in the time of one of the nicest personal day in the year. It could benefit from rewording and change of perspective – useless gifts might not be the most impactful starting point. 
Gold – Team #1 
Nice thinking and approach in the Zeitgeist feel which could gather some nice donations.
Bronze – Team #3 
Nice approach which could automate donations and gathering of information if bots are properly thought out and executed". 

CLIENT 

Команда №1:

Алексей Важник
Кирилл Павлюкевич

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Комментарии жюри

Christos Latos, General Manager, OgilvyOne Worldwide Athens (Greece)

Silver - Team #1
A well thought mechanism using crypto - which is a real mega trend - right at its hart.
Silver - Team #3
Fantastic idea to create a new product/ service in order to raise awareness and make people donate
Bronze - Team #4
A smart way for a Lingerie company to help boosting donations
Bronze - Team #5
A clever way to use an instore mechanism while waiting in the line anyway.  

Ali Rez, BBDO / Regional Creative Director for Middle East & Pakistan

Gold – Team #4
Silver – Team #1
Bronze – Team #5 

Myrthe van Dijk Myrthe is creative at one of the most digital minded agencies of the Netherlands Code D’Azur

Gold – Team #5
The insight to make donating money easier: yes! Good idea to create a fun experience, to help people donate and to create media attention. Very clear briefing! All seems fair, realistic and it's very clear. You could brief an agency with this. Great job!
What you could do better:
Photobooth in line isn't probably a good idea, because you're holding up the line. But I like the idea that you're trying to turn something negative into something positive.
Silver – Team #4
The insight 'women tend to give more to charity' is interesting in combination to your choice of client! The presentation is very well taking care of: chapeau! You have a lot of creative ideas already. Really well-thought-through briefing.
What you could do better:
To target women when they're shopping is interesting, but with the measuring tool it doesn't really make sense. Interesting client, but how you solved the reason why feels a bit too far away. And the budget doesn't seem realistic compared to the deliverables and media you ask for.
Bronze – Team #3
Good choice of client! And I really like the idea of helping an organization and getting something (a special favor) in return.
What you could do better:
I'm afraid your special favor is not legal. Feels like too many deliverables. Especially for the budget.
Team 1 - <no prize>
Creative idea to start a cryptocurrency!
What you could do better:
I'm missing why MTS wants to do this. MTS needs to create the Unicoin, give their members credits ánd they transfer money to Unihelp? Seems like a lot of money. Don't really see how this helps Unihelp. And the budget is not realistic.

Saso Petek, Creative Director Agencija 101% (Slovenija)

Gold – Team #1
The product might be not there yet but brief is detailed with some inspiration. Is cryptovalute really necessary and the simplest way to execute the product?
Silver – Team #5
Could be a nice product solution which can benefit with trying different situational approach. Brief is detailed but could be more inspirational. Simplicity could be very strong to gather more donations.
Bronze – Team #3
Target group is very appropriate and could be very receptive, emphatic, but final execution could be based on a different insight. Conditional approach might not be the most impactful. Brief is focused and quiet clear. 

MEDIA 

Команда №1:

Анна Тишкевич
Алексей Венцкевич

Комментарии жюри

Christos Latos, General Manager, OgilvyOne Worldwide Athens (Greece)

Gold - Team #1
A very clever idea to collect donations. Right at the moment when people use small amount of money anyway. 
Bronze - Team #2
A very strong message that will highly likely  touch the target audience. 
Bronze - Team #3
SMS… what an easier way to get informed about the donation. 
Bronze - Team #4
A well thought media strategy employing most of the touchpoint the target audience uses. 

Ali Rez, BBDO / Regional Creative Director for Middle East & Pakistan

Gold – Team #1
Silver – Team #3
Bronze – Team #2

Myrthe van Dijk Myrthe is creative at one of the most digital minded agencies of the Netherlands Code D’Azur

Gold – Team #3
Great insight! Great idea to start a collaboration with a bank! This could really work. You're reaching your target group and the use of media is creative. 
What you could do better:
Technically this could be a problem, because every employer will transfer their money on different dates. But this is manageable. Great idea!
Silver – Team #1
Creative way of using media: shop trolleys, nice! Very clean and nice presentation.
What you could do better:
Strategy isn't completely true, this is not really a big idea and unfortunately it has been done before, which makes it less original. But it does mean it's a good idea! So good job.
Bronze – Team #2
Good insight. Like the strategy to focus on where people are spending their money. Feels like an opportunity. The idea to create time is smart.
What you could do better:
It feels a bit like you came up with two different ideas. To use QR codes seems a bit old fashioned. And the way you use the media it feels too much in your face. You don't need to force people to donate, you need to make them want to donate.
Team 4 - <no prize>
What you could do better:
You say you need strong people, but with the chatbot you're targeting on people who need help. Next to that, this idea feels like a lot of steps. People probably will stop the communication before you can tell your message. So small chance they will donate, and that was the whole point.  

Saso Petek, Creative Director Agencija 101% (Slovenija)

Gold – Team #1
Simple, interesting and powerful way to get more donations. With some thinking and a little developing of final execution it is ready to launch.
Silver – Team #3
Great insight about the micro-timing of campaign execution but needs a legal check if a bank sms-es could be used. But it could work through other media as well.
Bronze – Team #2
Nice new media and situational approach but needs some rewording. 

А вот и шорт-лист двух оставшихся номинаций. Результаты узнаем завтра.

Print

Команда 2

Тимофей Григорович
Ольга Галиновская


Команда 5

Николай Кривец
Вячеслав Лысенко


Команда 8

Анастасия Авдеенко
Анна Сидоренко


Film 

Команда 1

Анастасия Албут
Юлия Сергиевская


Команда 2

Дина Василевич
Василий Синюхин


Команда 5

Владимир Варава
Дмитрий Дорошенко





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