The Red Zone – 1 November 2013
Our Adforum event, Bird-brains, looked at the best of The Loeries and Pendorings, the winners that clenched all the glory at the respective events.
If you’re not familiar with Adforum, where have you been?:
Ads are played to our judges and audience of media and marketing folk who discuss and debate them before a collective verdict is handed out to them in the form of green and red cards. The panel debate, hosted by Jeremy Maggs is a no holds barred conversation littered with honest, frank insight and opinion from advertising and marketing leaders in SA.
Today’s event was no exception with Andrew Human (CEO, The Loerie Awards), Pierre Odendaal (McCann Worldgroup); Mncedisi Mayekiso (Boomtown Strategic Marketing); Dee Blackie (Bobi) and Larry Khumalo (Ornico).
Below are the results as a well as a summary of the insight that arose from each ad:
|Brand: Amstel Lager ‘Boxer’|
|Human believes that attention to detail, quality and proper execution goes a long way. For this reason the ad won a craft award.High production values, emotive resonance and flawless execution is critical.Mayekiso, from Boomtown thought the ad was real and believable and Odendaal said it played like a trailer giving the brand space to do a lot with it in the future.|
|Brand: Ster-Kinekor ‘Intersection’|
|While the advert had high production values some of the judges and the audience did not think that placing an ad that highlights the explosive FX and 3D qualities of cinema while people are about the experience the exact same thing in 10 minutes is not an effective approach.|
|Brand: Nando’s ‘Athletes, Anthem, Izikhothane’|
Agency: Black River F.C.
|While Dee Blackie seemed to think that it was politically incorrect to pick on car guards, some people thought that the ad worked well.Human thought that the product placement was a little loose in the end.|
|Brand: Volkswagen ‘Street quest’|
Agency: Ogilvy & Mather Cape Town
|The judges argued whether this ad would capture market share from competitors who buy Hyundai’s but Human reminded us that advertising does not always work to that end. The ad maintains a passion for the brand, much like VW’s TVC that said goodbye to its older models.|
|Brand: Engen ‘Fire blanket calendar’|
Agency: Draftfcb Cape Town
|It’s a function advert that takes social responsibility in an innovative way.As providers of paraffin, they are also taking responsibility for the number one cause of shack fires.Blackie also gave credit to the agency that sat with the client, asked them what they already do for their consumers (create a calendar every year) and provided a better way of doing it.|
|Brand: Land Rover ‘Webtropolis’|
Agency: Y&R South Africa
|While the logo in the ad was not prominent, the ad had a simple concept that came across strongly.Land Rover is clearly placed as the product that takes you away from the web, the ‘rat-race’.|
|Brand: Frank.net ‘Death doesn’t have to try very hard’|
|Instead of placing Desmond Tutu to talk about the seriousness of death with crying families walking across a barren-looking graveyard, the humorous approach to death here is refreshing and through this, they have been able to claim more market share.|
|Brand: Stop Rhino Poaching.com ‘The Rhino stamp project’|
Agency: TBWA\Hunt\Lascaris Johannesburg
|It is of no use, us playing the violins for rhino poaching within our own borders. The idea was innovative and it’s execution worked, taking the message to the markets where the illegal demand for the product originates.|
|Brand: Johannesburg Zoo ‘World’s first tweeting badger’|
Agency: Draftfcb Johannesburg & Hellocomputer
|The campaign had a specific call to action, which got people to the Twitter account and Zoo.It’s not about the technology, “The cleverness is in the PR,” says Human. The ‘world’s first tweeting badger’ gained a great deal of international media attention.|
|Brand: Safety Lab and Blikkiesdorp4Hope ‘Hope soap’|
Agency: Y&R South Africa
|The ad>>>||The ad got kids to use soap more. It was simply ingenuous.|
OUR TAKE OUT:
High production values, proper execution and the creative spark of genius that produces great innovative ideas are the values that still define a good ad regardless of the platform.