Tue, 09 Nov 2021 01:24:30 GMT
This week's guest judge is Copenhagen-based creative director Tim Pashen, who is currently taking advantage of the generous Scandinavian paternity laws and is busier than ever as a junior dad to his 14-month old son Eddie.
Winner: ROLLiN' Car Insurance 'Larry'.
Tim: What do you get when you pair Australia's most interesting new agency, Australia's most ambitious client, and Sweden's most eccentric and consistently excellent director? The freshest work to come out of oz since ages ago. The kind of work that makes you want to quit your big network agency job and join the rebellion. There are so many good things I could say about this but there's a whole review to get through...
Eddie: Eddie likes Larry. Larry looks surprisingly like a fluffy toy he owns. He'd use Rollin' to insure his vast collection of toy cars. Cross-generational entertainment for the whole family.
Runner Up: Gulf Western Oil 'Lone Rider'.
Tim: Keeping with the automotive theme, 'Lone Rider' gets my runner-up vote. It reminds me of vintage Monkeys work that made me want to work at The Monkeys. The making of the film is well worth checking out too. I hope someone got to keep that beast.
Eddie: Eddie feels conflicted. On the one hand, he wants a ride on this thing. On the other hand, he wants a planet to live on in the future that doesn't look like the landscape in this ad. He's going to nap on it.
Winner: McDonald's Canada 'Big Mac'.
Tim: I tip my virtual hat to the agency who managed to turn a store opening brief into something worthy of being displayed in a modern art museum. "Nine-foot-tall structures were erected using hundreds of balloons", the craft is still alive in print.
Eddie: Balloons! Balloons! Balloons!
Runner Up: IKEA 'Ghost'.
Tim: Any creative who has worked on IKEA knows that if you stare into those catalogues long enough you start to see faces. It's not the first or last time we'll see this, but a nice take on it for Halloween.
Eddie: Can't sleep chair'll eat me.
Winner: Paname Brewing Company 'Beer Therapy'.
Tim: This idea had me at 'Beer Therapy'. It's also a fun solution to one of the well-known side effects of the virus that needs no introduction. I've always wanted to make a limited edition beer, so I'm happy/jealous that somebody else got to.
Eddie: He threw up his porridge on the keyboard, and the blobs fell on the keys B, E, E & R. It's a sign.
Runner Up: Porsche / KONIG 'Global Gallery'.
Tim: For sheer zeitgeistiness (that's not a word) this gets my runner up. Hello Metaverse and NFTs. Turning digital billboards into a global gallery is a hugely ambitious feat to pull off, although the relevance to Porsche is a bit of a stretch. But then again, blowing money irrationally on beautiful things is very Porsche.
Eddie: Zzzzzzzzz. This case study was loooong.
Winner: Post It 'A little space to think'.
Tim: There has always been the old adage that if you can't write your idea on a post-it note it's not simple enough. In this case, the idea is a post-it note. It's stupid simple and stupid smart.
Eddie: Not impressed. When he swiped the colourful square on my iPhone and it didn't do anything, he threw my phone on the ground.
Runner Up: Liga Contra el Cancer 'Joystick Test'.
Tim: There have been a lot of variations on the theme of alternative ways to check your bits for cancer. With the rise in popularity of e-sports and gaming, this is another equally good way to get on the radar of a younger audience.
Eddie: I had to shield his eyes for this one.