And the Awards Goes to...
Like other marketers who appreciate the art in advertising, I enjoy watching creative reels of award winning work. However doing so usually requires a degree of stamina – not because it’s a struggle to sit through more than an hour of TV spots, but because viewing high octane creative messages, one after the other, can leave you exhausted from frontal lobe brain stimulation.
Watching reels allow us to experience the power of complete, expertly crafted, beautifully presented messages. We appreciate advertising in its pure form. Whether commercials are recognized because of expensive production values, precise editing or sparkling dialogue, the best ones generate an emotional reaction from the viewer – joy, sadness, contentment, amazement, empathy, fear.
This past week I viewed the 2006 London International Award winners. Now in its 22nd year, the LIA honours pre-eminent work in advertising, design and digital media from around the world. Included was some superb Canadian work. These awards winning spots all demonstrate how to get viewer attention, deliver a message and generate a reaction. No small feat for even the brightest and the best in the industry. Here’s my highlights:
1. Hand, Hockey Canada, (DDB Canada)
2. Start the Car, Ikea Canada, (ZIG Toronto)
3. Water Balloons, XBOX, (McCann-Erickson, San Francisco)
4. Mayfly, Vodafone Live, (Gorgeous Enterprises, London)
5. Crash test, Renault Germany (Nordpol + Hamburg)
6. Penguin, Goose, Miller Light, (Y&R Chicago)
Most of these spots are available on the agency websites or they can tell you how to access them. For a reel from the London International Awards show, contact Adcam (Cameron Gardner, 416-203-0753).
Blog update: Joost TV (Got Joost? Monday May 28th) has launched it beta globally. Now open to all PC users around the world, you can download the software and check out the digital viewing experience for yourself. A note: Joost TV requires a top quality graphics card and lots of memory found in today’s new, high powered PCs.
