Объявлены победители конкурса Young Cannes Lions'19 в шести номинациях. Комментарии жюри

12 Марта 2019 6253 0 Cannes Lions
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Cегодня, 12 марта, стало известно, кто из Молодых Львов победил в каждой из 5 номинаций Национального отбора Young Cannes Lions'19. И, соответственно, представит Беларусь в конкурсе на Каннском фестивале рекламы этим летом. 

Напомним, что конкурсное задание от фонда ЮНФПА было следующим: призвать белорусов не оставаться равнодушным к насилию над женщинами. Тема компании, тэглайн звучит так: No silence for violence. 

Приводим комментарии жюри на рабочем языке конкурса - английском

DESIGN

Получив 4 Gold победителем конкурса DESIGN становится Команда №6: Анна Проценко, Никита Парфенов


Филип Гонзаченцо, Арт-директор Publicis Conseil Paris (France)

Gold - Team #6
smart and simple. good design. oh how i love simple things
Silver - Team #4
would have given you gold but i feel you didn’t respond to the brief
Bronze - Team #3
properly crafted. wish it was less generic. 

Теодора Мигдаловичи, Официальный представитель Cannes Lions (Румыния) 

Gold – Team #5
good use of design language, very good insight
Silver – Team #4
contemporary approach, there is insight; sometimes women are like frogs. Boil them in water that gets hotter and hotter, they will miss the risk point of the temperature level. Using the app, it s a wake up call for them – enough is enough.
Bronze – Team #3
clean execution, good call for action, one can see the road from a visual statement to an action to be taken. The idea behind is fluid, yet the final look is not very original.

 Лео- Константин Шейхност, Основатель и креативный директор HFA Studio (Австрия)

Gold - Team #6
Simple and powerful Icon. Great work!
Silver - Team #4
Probably the best idea in Design. Congratulation for this different approach for such a hard topic. 
Bronze - Team #3
I really love the simple and positive approach. With this design I get the feeling that UNFPA can really help me. 

Сахар ЛювинштейнСоонователь и креативный директор Hooligans (Израиль) 

Gold – Team #6
Perfect. Boom. I saw it and I said – yes. That’s it. So simple yet tells the whole story. 
One of this cases that make you wonder how it wasn’t done before.
Silver – Team #2
It’s a smart design, seeing it tells a disruptive, broken story. It’s disruptive enough to make you feel uncomfortable even if you know nothing about the theme, and yet very aesthetic.
Bronze – Team #4
Good idea, but a little obvious. I expected another layer of creative over it. 

Пенко Котов, креативный директор агентства Noble Graphics, (Болгария) 

Gold – Team #6
Simple, elegant and versatile solution, which works great for a multitude of purposes.
Silver – Team #4
The representation of a sound wave as an opposition to silence is a simple, but effective and visually engaging approach.
Bronze – Team #1
A combination of symbols and meaning that delivers the message in an interesting way. 

Фран Мубрин, Креативный директор агентства 404 (Хорватия) 

Gold – Team #4

  • Original, and totally authentic design
  • Dynamic and modular designs system - very creative approach
  • Great use of typography
  • Great examples of how the visual identity can be applied in production

Silver – Team #3

  • The solution tells a story in a consistent visual way by applying imagination
  • Bold and fresh design
  • Great use of typography

Bronze – Team #1

Great example of idea based on authentic and locally-relevant insight

PR

Получив  3 Gold победителем конкурса PR становится Команда №2: Ольга Самойлова и Дмитрий Бутер  

Филип Гонзаченцо, Арт-директор Publicis Conseil Paris (France) 

Gold - Team #2
not sure you will ever be able to do such a thing. but… well… if you ever could it would be nice. though you can’t. but the pdf is nicely crafted so it makes me believe you.
Silver - Team #3
the insurance could be a good stunt. but only as stunt. 
Bronze - Team #1
failed to really understand what would make me download an app, but the event could be pretty immersive, which is cool. 

Теодора Мигдаловичи, Официальный представитель Cannes Lions (Румыния) 

Gold – Team #3
brilliant, outstanding. You should contact tinder and make it happen worldwide. Bravo.
Silver – Team #1
Nothing very innovative, many ideas that have no strong connection between each other. Too much text, a presentation should be more concise, focused and interested in result.
Bronze – Team #2
hear me too – creative in approach, beautiful visual execution, but inefficient thanks to the lack of refinement. Think that some people are not perpetrators, also that they might be aware of domestic violence – hacking personal asistants might be a nuisance and by doing this, you are missing the point. People would like to avoid anything that is not fit to their work / household purpose. 

Кейтлин Вон Юнг Чанг, креативный директор Kobza and the Hungry Eyes (Австрия) 

Gold - Team #2
„Hear me too“ is a brilliant and unique way to use voice assistants (which are stereotypically all named after women and have female voices) to raise awareness about domestic violence. Its creative use of voice technology will definitely be able to generate PR and raise awareness about a critical early phase in domestic violence.
  There were only three entries, and I do not think that any of the other two entries deserve either Silver or Bronze.

Сахар Лювинштейн, Соонователь и креативный директор Hooligans (Израиль) 

Gold – Team #3

The idea of contract and insurance for relationships is good and interesting. Must say I didn’t fully understand the entire flow of the campaign.
  Sorry, the other two ideas – are just not good. 01 I didn’t understand at all, 02 is just not good enough in mt opinion to any lion. It’s too plain and annoying, only will make people annoyed about the cause and get the opposite effect. So I won’t grade them. 

Эмилия Стефанова, Управляющий директор All Channels Advertising (Болгария) 

Gold – Team #2
great creative idea that relates directly to a truthful insight
Silver – Team #1
detailed and well developed communication approach with excellent line engagement-reveal and publicity – information
Bronze – Team #3
beautiful idea to turn private into public issue through creative reinforcement to legally-based activities. I’d recommend to focus on one activity for public, so that message remains clear till the end  - i.e. pick up insurance agency and introduction of marriage oath as part of the legislation.  

CYBER 

Получив 3 Gold победителем конкурса CYBER становится Команда №3: Карина Волосевич, Евгений Кравченко

Филип Гонзаченцо, Арт-директор Publicis Conseil Paris (France) 

Gold - Team #2
it may start a talk, but hope it won’t only be gimmicky
Silver - Team #4
that’s a good insight you have there about the facebook videos - on mute. keep everything much more simple the next time!
Bronze - Team #3
just make it shorter and concise the next time! 

Теодора Мигдаловичи, Официальный представитель Cannes Lions (Румыния) 

Gold – Team #6
brilliant, simple and effective
Silver – Team #4
simple, insightful, smart, engaging
Bronze – Team #5
insightful, simple to use, cultivating empathy. The only question – would people stop to use? 

Кейтлин Вон Юнг Чанг, креативный директор Kobza and the Hungry Eyes (Австрия) 

Gold – Team #3 
The core insight, „the longer you ignore it, the louder violence will get“ matches perfectly with the medium chosen (music streaming app). It is an idea that is not technically impossible to execute, and is will surprise many users where they least expect it – which is the key aim of the brief
Silver – Team #4
The mute video is an interesting take and reinterpretation of the problem, although the idea could have been stronger if it only concentrated on this aspect, and not the chatbot/voice assistant variations
Bronze – Team #5
Honestly I wouldn’t have a Bronze to award, but at least this one is better thought out and presented than the other candidates 

Сахар Лювинштейн, Соонователь и креативный директор Hooligans (Израиль) 

Gold – Team #2
Very smart! Not only it’s creative, I can actually see how it really works. It takes an embarrassing subject and forces people to talk about it. It’s great.
Silver – Team #6
Voice products are a rising trend and this one is a very smart solution, because it’s not a gimmick. It’s smart, very useful, long living and organic in people’s lives.
Bronze – Team #1
It’s theoretically very strong, but from long time experience, medias like Instagram don’t just change their interface for campaigns. I don’t see how it happens in real life but it’s still a good idea. 

Эмилия Стефанова, Управляющий директор All Channels Advertising (Болгария) 

Gold – Team #3
Excellent creative execution for the topic of the campaign No silence, no violence. Enables the main creative idea, pick up of relevant channel and relevant execution, keeps the creative approach clear and focused, yet impactful
Silver – Team #1
well-chosen insight and well developed in campaign in communication mix
Bronze – Team #4
defined barriers and good selection of creative execution with channels

CLIENT 

Получив 3 Gold и 1 Silver победителем конкурса CLIENT становится Команда №5: Дмитрий Зауличный, Алексей Красовский

Филип Гонзаченцо, Арт-директор Publicis Conseil Paris (France) 

Gold - Team #6
clear and quite beautiful pdf
Silver - Team #5
pretty cool idea that makes you eager to start working on the subject
Bronze - Team #4
let’s do it 

Теодора Мигдаловичи, Официальный представитель Cannes Lions (Румыния) 

Gold – Team #5
Belmarket - brilliant, clear, insightful, culturally rooted, efficient while discreet
Silver – Team #4
ABSOLUT VOTCA - articulate, insightful, clear red thread
Bronze – Team #1
good insight – if you take care of your car, use the same interest for your own safety 

Кейтлин Вон Юнг Чанг, креативный директор Kobza and the Hungry Eyes (Австрия) 

Gold – Team #5
„Belmarket Shield“. This is a very interesting „product“ idea, which understands the core target audience’s needs thoroughly. „Where are you going?“ „To the shop. To get some air (help)“ brilliantly captures a typical scenario in a daily domestic violence family. At the same time, the brief is inspiring enough but not „suffocating“ – the agency will be able to see that the product will definitely need a creative way to communicate about the product in an intelligent way, which poses a great communication challenge and therefore is an excellent brief.
Silver – Team #4
04 Absolut. „Love shouldn’t hurt“ is a great claim, which could possibly be variated in creative ways to position Absolut as a brand that stands against domestic violence. The brief is well thought out and clearly presented in beautiful design, which is inspiring. However, the role and scope of the agency’s work feels too small or narrowly defined – even though it could have given the agency a lot more creative room to experiment with the core idea.
Bronze – Team #6
Voka. The brief is very well organized and cleanly communicated. The basic concept is interesting, however the combination with having to introduce new subscribers feels too forced and kills the authenticity of the campaign. 

Сахар Лювинштейн, Соонователь и креативный директор Hooligans (Израиль) 

Gold – Team #5
Amazing idea, based on a very good and string insight.
I think such a service should genuinely exist.
Silver – Team #2
Interesting idea. Execution is good, the insight is good too (even though it compares women to cars, which is always a bit problematic). I think the card challenge is good in theory but not perfect (it’s complicated, forces me to be active every day, which people aren’t, and too noticeable around the house).
Bronze – Team #4
To be honest, I’m not a big fan of this idea, I think it’s plain and a bit superficial.
Expected from an alcohol brand to be brave enough to point the connection between alcohol and abuse. They didn’t. the sleeve is nice (interactive videos are an old and boring gimmick), but the only reason I’m giving it bronze is because the other ideas in this category are worse, in my opinion. 

Эмилия Стефанова, Управляющий директор All Channels Advertising (Болгария) 

Gold – Team #4
I believe it is the most clearly stated brief in terms of creative task, product name and clearness what’s next for the agency to do.
Silver – Team #1
great correlation between client’s business and the topic of domestic violence. Well stated strategy and new product ideas. It needs a little bit more structure in the execution details, however, the brief gives a good foundation for the creative agency.
Bronze – Team #6
well defined, interesting product and creative input 

MEDIA 

Получив 2 Gold, 1 Silver, 1 Bronze  победителем конкурса MEDIA становится Команда №1: Анастасия Атрашкова, Елена Радевич

Филип Гонзаченцо, Арт-директор Publicis Conseil Paris (France) 

Gold - Team #1
i like the health twist. looks like it could be done for real, so let’s go! :)
Silver - Team #3
using an app only used by women is smart. it reminds me of this: https://www.youtube.com/watch?v=74K9ZV72PeM
Bronze - Team #5
not sure if media, but as an activation/feature, it could be useful. but not sure how easily it can be implemented 

Теодора Мигдаловичи, Официальный представитель Cannes Lions (Румыния) 

Gold – Team #1

Domestic violence as disease, healthcare tickets, health app. Very good insight. It might really work thanks to the fresh approach on media, following the repositioning as disease. Smart. Silver – Team #3
monitoring the violence through a period app. Smart, discreet, efficient, lucid perspective.
Bronze – Team #4
athletes wearing painted bruises to make everyone talk about the problem. Splendid idea, perfect timing, but there are 2 comments – what if the athletes ask for money or refuse to join? Just the talking, but very clear direction about doing is not enough.

Кейтлин Вон Юнг Чанг, креативный директор Kobza and the Hungry Eyes (Австрия) 

Gold – Team #3
Using a period tracker app as a media for domestic violence victims is a great idea that is also feasible. It also links very well with the core insight from the team, that domestic violence tends to be a vicious „cycle“, and women tend to not realize that they’re victims until too late.
Silver – Team #5
„The Violence Starts So“ is a well thought out claim. The technical feasibility or the actual impact it would have by targeting the perpetrators (and not the victims) is not clear enough, however it could be a creative way to raise awareness among males.
Bronze – Team #7
The idea to catch couples when they’re at an early stage and to combine that with IKEA was brilliant – however the implementation could have been better thought through, to make it less feel less „negative“ – otherwise an actual collaboration with IKEA would have been never possible. 

Сахар Лювинштейн, Соонователь и креативный директор Hooligans (Израиль) 

Gold – Team #4
WOW!!! What an idea! I want the team who created it wo work for me.
Silver – Team #7
Interesting idea, in an unexpected place. I think the graphic execution can be better – especially if were talking about Ikea, the masters of Nordic design.
Bronze – Team #1
It’s an interesting media, but I must say I’ve seen messages like this before in doctors’ offices and health centers. The use of media alone is not enough, I think the message should be new as well, to make it different from any other sign in a center. 

Эмилия Стефанова, Управляющий директор All Channels Advertising (Болгария) 

Gold – Team #4 and Team #2
it’s a great media opportunity and impactful approach to endorse athletes during European Games - when talking about human problems, hidden as a topic within the norms of the society, this approach engages humans as media channels to dig  and bring topic to live
Silver – Team #1
insightful execution and selection of message and channels
Bronze – Team #6
a powerful medium and insightful justification  

PRINT 

Получив  2 Gold и 1 Silver победителем конкурса PRINT становится Команда №5: Анна Новик, Виктор Дормаш


Филип Гонзаченцо, Арт-директор Publicis Conseil Paris (France)

Gold - Team #5
- love the craft. love the fact that it must be really insightful for Belarus - somewhat touchy with all the religious conservatorism 
Silver - Team #4
- it’s actually pretty stupid but somehow it got my attention. so i guess it worked. not sure what to do next, but at least got my attention.
Bronze - Team #10
- I actually like the first one, the one where the lady seems to sink because of the word (insult). it’s nicely crafted and the message is pretty visible. 

Теодора Мигдаловичи, Официальный представитель Cannes Lions (Румыния)

Gold – Team #5
culturally driven, impeccable design, excellent characters choice
Silver – Team #1
clean execution, memorable idea, I loved the humor – in those matters sometimes being didactic is being useless. By having this humor touch you grab the people by the eyeballs and make them think beyond the very first moment they saw the ad.
Bronze – Team #4
fresh execution, nice idea, memorable visually, with echo in pop culture 

Лео-Константин Шейхност, Основатель и креативный директор HFA Studio (Австрия)

Gold – Team #13 It works.
It gets your attention, you understand it and want to read the copy. The combination of the image and headline is just great. 
Silver – Team #5
I really liked the execution. It popped into my eye and got my attention immediately. Well executed.
Bronze – Team #9
Great Headline. Honest and empathic insight. 

Сахар Лювинштейн, Соонователь и креативный директор Hooligans (Израиль)

Gold – Team #10
Good insight with good execution. Notice there’s a mistake in the English copy, it’s supposed to be “Words kill” and not “Word kills”. I ignored that because of the beautiful execution but Cannes judges won’t.
Silver – Team #1
the best insight. It’s strong, because it’s an exaggeration of a situation that’s so common it’s almost a cliché. Great concept, but the visual execution could be better (looks too photoshopped, no shadow etc).
Bronze – Team #2
Good insight, noticing the early warning signs. The concept of the hand “choking” the neck is good but could be done better, not sure it’s obvious enough. Visual execution could be better. 

Пенко Котов, креативный директор агентства Noble Graphics, (Болгария)

Gold - Team #4
The image and the copy sync together to hit the right strings and encourage the witnesses of violence to change their attitude.
Silver - Team #13
Strong image that doesn’t even need words to make you almost physically feel the issue.
Bronze - Team #6
Nice use of social media references to expose a real-world problem. Strong and clear message.  

Фран Мубрин, Креативный директор агентства 404 (Хорватия)

Gold - Team #10
Reminder that words can be much more deadly than just we think
Great use of typography
Clear and direct copywriting
Silver - Team #1
The work has used a clear visual metaphor by means of a visual image that directly encourages users to break the silence
Bronze - Team #12
The concept of the idea using a very direct and powerful visual approach to tell the story
The brave and straightforward copywriting

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