The work may have hailed from the furthest corners of the planet and represent brands across every possible industry – but there was a common chord clearly visible throughout nearly all of the winning work at the first ceremony of 2015. Simply put, the commonality was “ideas for good”. Almost all of last night’s winning work in one way or another, sought to uplift or improve the lives of the audience who engaged with it. Extremely surprising amongst the Gold winners was the ALS Ice Bucket Challenge, that didn’t seem to have an agency attached to it – although it probably did.
I didn’t think that the 4 Grand Prix statutes awarded were heads and shoulders above the rest of the metal-grabbers last night. Although altogether, the work really and truly was outstanding. And special mention needs to go to all of the artists behind the work: the art directors, illustrators, photographers and such. Last night was a feast for the eyes.
In the Direct category, the Grand Prix went to Grey New York and Volvo for “Interception”. It utilises a stunningly simple mechanic that got the Superbowl audience to think Volvo when another car manufacturers’ commercial played on TV. This is it.
In the Mobile category, the Grand Prix went to Google for the cardboard rendition of their Google Glasses. This is just the type of progressive thing that one expects from a company like Google. It feels like we’re getting a glimpse of the future with this invention. You can bank on seeing these cardboard masterpieces popping up in awards shows in the future – it’s only a matter of time until other brands and agencies get to grips with the technology. Have a peek here.
I thought the Press winners were brilliant. With the world gone crazy over digital, it is still nice to see ideas packaged and presented the way the winners did last night. Big, original and simple ideas are still the most important thing in this business. And beauty is still a powerful weapon for brands. There was a Coca-Cola piece that sucked the air right out of the Palais last night, which would probably have been my Grand Prix choice. But here’s the official winner for your viewing pleasure.
And finally, in Promo and Activations the Grand Prix went to Volvo for “Life Paint”. This win really came as no surprise. The case study was just incredibly slick, communicating an idea that really and truly only a brand like Volvo could authentically pull-off. And again, a piece of work that takes a bold and creative step towards a better world. Enjoy it here.
It’s time to head down to the Palais to take in some more of the world’s best work. Let’s hope that South Africa can come back strong tonight, I haven’t yet seen today’s shortlists. But if last night was anything to go by, then we’re in for another inspiring treat no matter who wins.
Contributor: Cameron Krieger – Executive Creative Director, Ogilvy & Mather Durban