Four Australian agencies compete to create unique spot for Mona for the YouTube Skippys
Google’s Creative Development team have partnered with Mona (Museum of Old & New Art) to bring you this years Skippys. A YouTube Competition where four creative agencies ~ 72andSunny, BMF, Ogilvy and CHE Proximity ~ battle it out to be crowned the winner.
Each agency was given the same client brief from Mona and asked to create a TrueView ad up to 2 minutes long. The ads will run on YouTube with an equally weighted and targeted media plan and the winner will be crowned based on view-through rate, average watch time and organic view count.
Says Vix Berthinussen, creative development lead, Google Australia: “For us it’s about the piece of creative which not only grabs the attention of the viewer in the skippable ad
format but also retains it.”
These videos are now live and will be for the month of September with the winner announcement happening at the Create with Google Launch event on Thursday 4th October.
Says Robbie Brammall, director of marketing and communication,
Mona: “David (the museum owner) loves a glorious failure, and was adamant these would all be sh*t. They’re not. He’ll probably be disappointed.”
Says Micha Walker, ECD, 72andSunny Sydney: “Having a chance to play with two great brands like Google and Mona, has been good times. Hopefully our simple entry keeps folks interested. Big thanks to Finch and all the folks who helped make it happen.”
Says Chris Berents, creative lead, BMF: “When we found out what Mona really thought of advertising, we thought about approaching the competition differently. It was a huge team effort and a great honour to work with Mona and Google, two giants in their fields. Good luck to all involved. We can’t wait to see what we are up against.”
21 Comments
Strange that one agency’s view count is four times higher than any of the others, all of which are within cooee of one another. Smells like unscrupulous interference.
72 and Sunny, followed by CHE.
Great use of trueview and actually felt like MONA ads.
Here’s one reason:
https://www.reddit.com/r/videos/comments/9gu6v9/australian_museum_gives_up_its_advertising_space?sort=top
Here’s another:
https://www.dailymail.co.uk/news/article-6187199/Flippers-fish-chip-video-created-MONA-divides-internet.html
Seems like a case of the good old virals.
Views on the youtube channel are irrelevant to the competition. So if that’s true, someone’s wasting their time.
Che
I like these. All of them are cool. And capture something about Mina.
All agencies google and Mona look cooler for taking part. We’ll come everyone involved.
Don’t worry about who’s got the views now. The end result is never the most creative or the one that get’s the most organic reach. After seeing this competition over the last couple of years I’m really starting to question why google continue with it. It seems counterintuitive to creating good work. Why make something for 2 minutes, when something that’s 15secs may be more effective and creative?
go suck a skip
Interesting ideas here. What a dream brief.
So, here’s another idea.
So, MONA is all about raising a middle finger to convention. Davis Walsh really doesn’t give a fuck. So, if he was coming up with an idea for the Skippy’s I think there’s an awesome opportunity to absolutely rip the piss out of the whole competition.
A live performance, at MONA, of a kangaroo named Skippy being killed, and then dissected.
It’s then skinned. Chopped up in to different bits. The meat is cooked up and fed to visitors. All the parts of the kangaroo are used. So, there’s a rug made of kangaroo skin. Ears are turned into dog food. And of course, at the end of it, there’s one MONA kangaroo scrotum key bottle opener, to open up a delicious MOO Brew.
It would probably get banned because “OH MY GOD HOW DISGUSTING!”
But, we all eat meat that gets slaughtered everyday, just like this, so MONA are just shoving it back in your face.
Plus it shows that the best videos aren’t just about view count. It’s about creating something with PR that lives beyond the digital medium.
Anyway, rip this idea to shreds Campaign Brief fiends.
I’m off.
You’re my hero, Robbie Brammall
No question 72 wins. Ogilvy copied Droga Da Vinci spot, BMF was skippable before it started and CHE reduced itself to base interests. Discuss.
Yeh I reckon CHE and 72 are a mile ahead of the others. Both in terms of creativity and nailing the brief of making somethin you watch for 2 whole minutes. Ogilvy did what Ogilvy does, made a subpar ad when that wasn’t even the brief. BMFs was obvious and dull.
Good idea but 40 years too late. Google artist Ivan Durant in Melbourne.
The needle is definitely skippable. At least to the end of it. Nothing happens in the middle.
These are great. I actually like all entries. CHEP probably nudges it for me.
Why are we working for free on this again?
“We’re gonna make a guy eat sh*t”
CHEP for the win
was the best. 1 guy, 1 cup for the win.
72. But reckon none really nailed the long format. Way too long for their stories. Could have been told much shorter.
72 and Sunny by a long, long way.
Followed by CHE.
Ogilvy’s ad made us eat the shit, it was so bad.
BMF’s spot is +- 12 years past its use-by.
CHE’s spot is fuck-in-a-church: controversial for controversy’s sake.
Which leaves one clear winner.
Nuf said.