GEORGE PATTERSON Y&R MELBOURNE NABS GOLD LION FOR 'SCHWEPPERVESENCE'
George Patterson Y&R, Melbourne won the only Film Gold Lion in Australasia on the closing night of the Cannes International Advertising Festival with their stunning Schweppes ‘Burst’ spot.JWT Sydney scored a Silver Lion for Thrifty 'Birthday Girl', while Colman Rasic Carrasco Sydney won a Bronze Lion for MTV Asia Foundation 'Different Lives' as did Clemenger BBDO Melbourne for Carlton Draught 'Skytroop'.
In contrast, New Zealand bombed, only scoring a Bronze Lion: DDB New Zealand for their VW 'Finance Director' spot.
The Film competition was of particular interest this year because of the opening up of the category to internet and 'other screen' films such as mobile – 388 internet films were submitted this year and 77 in the “other screen" section.
And it was an internet film for the launch of the Halo3 console game for Xbox from McCann Worldgroup in San Francisco which landed one of two Grands Prix this year. (Some of the spots in the campaign were directed by ex Perth creative Simon McQuoid, now successfully directing in LA).
The other went to Fallon London for its popular 'Gorilla' spot for Cadbury. Australian expat Jury chairman and global creative boss of JWT, Craig Davis, said predictions that the Film category at Cannes was dying a slow death were wrong, predicting Film was “back in a big way" and that 2008 was a "pioneering year", partly because of the opening up to work in what is currently called the 'B' category of Film, or non-broadcast entries.
He said more Gold Lions were awarded this year because of the inclusion of internet films and the like into the Film category.
However, while praising McCann’s work on Halo3, some of the newer categories were uninspiring Davis said.
Much of what was submitted in the Internet Film section was of high quality – the formats ranged from 3 minute virals like Halo3 to episodic long form TV-style shows like Dove’s 'Onslaught', the follow-up to its 'Evolution' campaign. But other categories like 'interactive film' had no Lions awarded. “It’s pretty new," Davis said. “The
[interactive TV] platform is a bit agricultural."
Davis defined the creation of new categories such as online and other “new screen" films as part of the “push and pull" notion which defines broadcast versus interactive media. The new screen entries were about being “pulled" or
“distributed" by admiring online users rather than the linear, “lean-back" nature of broadcast ads.
Other Jury members said they were pleased that entries this year in the new screen categories were not full of YouTube style ads – one judge called them throwaway pieces – which suggested quality thinking and expertise still had some merit online.
Australia’s tally count this year was a solid improvement on 2007 although well off the high in 2006 when seven Lions were won.
New Zealand won four Lions last year, its best since 2003, but none in 2008. NZ had four ads shortlisted this year.
Australian jury member, Ted Horton, partner in Big Red, said in many wins the Cadbury-Schweppes ‘Burst’ spot is very similar to ‘Gorilla’. This is because both of them are an amazing demonstration of the pure essence of what the product is and you can’t help but feel happy after watching them.
Horton said the issue of depth came up in the judging with the two Grand Prix’s representing opposite ends of the spectrum.
“If you look at ‘Gorilla’ or ‘Burst’ how much deeper do you need to go? With ‘Gorilla you’ve gone as deep as you need to go because the next thing is, 'I’m going to have some'."
For Microsoft Xbox’s ‘Halo’, on the other hand, one advert might not do it, you need to go into it and become more involved.
“That’s what makes it really difficult and I think if we’d just awarded ‘Halo’, then what we would have said was everything has to be deeper, when at times Cadbury, just with one simple, classic, world-class commercial did the job entirely," he said.
The jury also recognised is that in many ways ‘Halo’ and HBO’s ‘Voyeur’ is not breaking any rules, but playing by the new rules extraordinarily well while ‘Gorilla’ broke all the rules of that sort of advertising for that sort of category.
“So, in many ways ‘Gorilla’ could be perceived as more revolutionary than even ‘Halo’, which is just extraordinary. There will be some clients you just want to show the ‘Gorilla’ piece to say, look what you can do, there will be other clients where the ‘Gorilla’ will be useless, you’ll just want to take the ‘Halo’ piece and say, ‘look at what you can do, it’s extraordinary’."
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GPY&Real work for Real clients Melbourne
Grats Ben, Jim & Cuz
PATTS Y&R on fire.
Way to go Jim and Cuz. Outstanding.
MAMMOTH EFFORT! Congratulations to all involved with 'Burst'. It is a work of art and has been recognised accordingly. Murph you owe me dinner at the Flower Drum.
Thankyou CUZ.
Cuz is so hot right now.
Gorilla makes me want to go out and get some.
yeh.
MAMMOTH!
Jim. Ben. That is plain, fucking, grouse!
I always backed that ballon. Can I on the back of that flash chinese meal Capital?
MOMMOTH !!!!
Fuck, I hope Patts Melb doesn't win an agency of the year award in 08/09. Cause it'll make a few of us look a little stupid.
Well done lads. That's awesome. Ride the wave.
Cheers
Shoolz
Congrats to the team at Patts. Brilliant.
And Silver for the Thrifty. Fuck, I think that's 6 lions for JWT Sydney. Johnny Lam, you rock!
nice to see a scam not win for once. well done Garth!
DDBollocks! Much harder to scam TV in it? Ha!
Congrats JWT that Thrifty ad makes me piss my pants every time I see it on TV.
well done patts. a great win for a real ad. it puts some agencies' relentless print scamming back in the disgrace box where it belongs. enjoy the gold. you truly deserve it.
Some think this ad is a toss. I reckon it's a ripper. And a real ad at that. Congratulations guys, very much deserving.
Well done Mossy, well done Jim. Gold for 'Burst' and Titanium for being tops blokes. MAMMOTH effort.
Bronzepoop!
Congratulations Brendan on Thrifty Silver. A well deserved win.
good for all. but it's still a camera technique, more than an ad.
Whatever. Nice to see a gold for film come over here for once.
love it.
Ben Couzens has just been nominated for Cleo's Bachelor of the Year.
So hot.
JIIIIIIIIIMMMMMMMMBOOOOO!!!!!!!!!
Gold. That's pretty good.
Bones
The lion is in the detail.
So proud to see the non celebrity creatives winning the big ones, bet you three are all pretty happy you stayed true in that last year. Well done Patts boys. Big Up!!!
10:33...you are burning up aren't you? You should really try and get over it, otherwise you might strain yourself and blow out your sphincter.
Bronze is no shame. Particularly when it comes off the back of a bunch of gold, silver and bronze...well done to Cuz and Jim - it is a great spot that has been rightfully awarded. All the best in your impending salary negotiations.
9:07...
Awards don't necessarily mean a wage rise at most ad agencies these days. Consistency with clients and agency, reaps rewards and awards in the long run.
6:06pm: disturbing!
Thrifty........scam success no 2 for JWT.
Good one, 10:16pm. That's pretty funny stuff.
well done brendan, johnny and adam. great win with thrifty. saw it on tv again last night, hilarious.
I saw Thrifty on tv the other day. Twice
Good on you Smither x
10.16. If you dont think the boys are going to be sought after now, you are delusional. It is all part of the merry go round of awards. If there are no salary negotiations happening now at Patts for Jim and Cuz, then I might just give the boys a call...
The suit on this account should be very proud, rumour has it that it's her idea.
10:56 Go check your definition of scam or watch more TV you dumb jealous fuck.
Congratulations everyone.
What fucking channel are all you guys from JWT watching?
I want to see this thrifty ad.
Maybe it didn't run. Or it ran once.
Just looks like a bunch of full balloons being exploded to me.
Our standards have slipped, the bubble has burst.
Nice use of slow-mo tho.
saw the thirfty tv on a qantas flight to melbourne - i ended up renting one when i got there
Oh, and you too Ben.
Tracie.
Oh my god you people make me want to punch someone in the neck. Thrifty is NOT A SCAM!!!!!!!!!!!!!!! I've now seen it on TV like six times. I've also heard Thrifty love it so much it's running in NZ now too. And as someone else just said a fucking second ago, they saw it on the plane. Go back to your hole and don't come out. I'm so sick of this whinging. JWT rocked it this year, in every medium for many different clients, all international brands. Blow it out your arse.
Well done Patts, JWT and every other agency who walked away with metal this year.
To those Aussie agencies who didn't win anything at Cannes - Stop your incessant whinging and keep your heads down. Work on your client relationships, work on your strategies and work on creating better ideas. Then next year you might just be one of the tall poppies who recieves a barage of abuse on this blog.
It's on JWTV all the time, for the best reception, go to the JTW reception.
11:08 I saw it on your wifes tv the other night. She loved it
Burst is the kind of ad where you just know it's for Schweppes without needing to wait for a logo - it's so true to the long-term brand values. Not many ads do that while still being creative and watchable.
Let's hope this is the start of Patts returning to it's brand-building roots - and that the rest of the industry follows. Because I really am sick of the endless one-off, slam bam aren't-I-clever ads that seem to please everyone in the industry so much.
12.46 ,what planet are you from? The burst ad has nothing to do with Schweppes brand values. What has busting balloons got to do with "pucker , up-market and English?"
Can't wait for next years entry, 'Spoof'.
12:35 What planet are YOU from? Burst has nothing to do with Schweppes brand values? You have got to be kidding! Schweppervesence is at the very core of Scweppes brand values. If you dont understand that then you're in the wrong industry.
Where do i get a mammoth mammoth t-shirt like cuz? Mammoth Mammoth Forever!
4.09 - just go to their myspace page www.myspace.com/mammothxmammoth.
Remember kids, don't be seen collecting your next award in anything else.
MAMMOTH!
Thank you, 3.26, you took the words right out of my mouth.
12.45 clearly has no understanding of brand values - so he's he's probably a strategy planner at one of our trendier agencies.
To ALL at Patts well done. This bit of gold started with a great idea, true to brand etc as most intelligent bloggers have noted. It only got up and on air becuase of a huge team effort. It failed the dreaded MWB Link test on more than one occasion (as did Gorilla) - so well done to all involved Coulson, Jim, Cuz (let's not forget the Cat either as he was there for its inception) Smither and the suits and Darryn and his team at Schweppes for being brave enough to defy the Link regime to which their organisation is so wedded!
It's an ad for Schweppes?
Fuck me, I thought it was for a new Sony TV that uses multi-colour greenhouse gas balloons instead of those dreary black ones.
Yep. As someone who's had more than a handful of potentially good ads killed by that fucking abortion known as LINK testing, I can only applaud the team (and most especially the client) for having the good sense to ignore what is one of the biggest crock of shits ever made in the name of 'research'.
All the whining bitches on this blog should spend less time flaming each other, and instead devote their spare time to bringing down the biggest idea-killer ever devised: LINK testing.
If it's true that the Schweppes client ignored the research and went ahead with the ad anyway, they deserve special praise. It also puts them in good company. Heineken's "Refreshes the parts other beers cannot reach" campaign was heavily dumped on be research but went on to be one of the best and longest-running campaigns ever. Closer to home, Yellow Pages Go-Go mobile (and the other ads in the original campaign) also flopped in research. There's nothing more important in this industry than a good, brave client, and it seems Patts have gotten lucky with one.
It took 56 comments before we got to the meat.
LINK testing and other dubious methods of research designed to kill brave or different ideas are just some of the reasons we need an independent creative evaluation service conducted by someone who understands creative work.
At least I think that's why Monty started A Second Opinion.
They ripped it from pootube. Who cares?