Rebecca Carrasco's Andy's Diary - Day One
Rebecca
Carrasco is in New Orleans this week judging the annual international
ANDY Awards, one of four Aussies on the 24 person international jury,
who has kindly agreed to write a daily diary exclusively for CB.
Campaign Brief,
Campaign Brief Asia and Bestads are international media partners of the
ANDY Awards, which has an all-star jury, chaired by Ty Montague, chief
creative officer, JWT North America and Michael Lebowitz, founder and
CEO, Big Spaceship.Day One
You look out the window onto an amusement park of life. It's good, it's bad and it's really raw. These people don't give up and they don't give in; they just get creative. And drunk. And kinda naked. Welcome to post-Katrina, post-Mardi Gras and post-Superbowl New Orleans where most people have checked-out for the month, but 25 people have just checked-in for a week.
Day 1 = 14 hours = about 1500 ads.
While the party rolls around the clock on Bourbon Street, the hands
roll around the clock at the Ritz Carlton where, somewhere on the 1st
floor, 25 judges race the little hand to get through the preliminary
judging set for day 1 before day 2. To be honest, it would probably be
easier to get through an alligator sausage cheesecake. (And that's a
vegetarian talking.) But as we sat there in our 'breakout group' of 3,
we watched the TV, branded content, mobile, online and wireless entries
on a large plasma screen, while also listening to radio and judging
print entries on the computers in front of us. Simultaneously.
So 14 hours later, a few patterns are already emerging. Despite the fact that the collective background of the jury is more diverse this year, everyone just wants to be entertained. And surprised. And rewarded for their time. So it would seem that an idea is still the safest place to park your money. The entry video has become an industry standard, but the ones with substance stand head-and-shoulders above the consumerphenomenonmultitouchpoint360 buzzmetric specials which are starting to smell a little like Gouda. The best videos are the ones that just describe the idea. No bullshit. No bullshit. And although the jury is not out on any of this yet, I think it's also safe to say that unless you have a terrific small idea; it's best to think big. Even if the budget isn't.
Obviously I can't say what's going to win, so it's lucky I don't know
yet, but I can say that a couple of local entries looked pretty good up
on the big screen. I'd be surprised if the other judges didn't walk
away with a soft spot for what has been brewing down under. There was
also a great ad agency website hosted entirely through YouTube that's
not only smart but beautifully done; I doubt that one will go
unnoticed. And there was a corker of a TVC that I imagine will probably
walk itself to the finish line in one stunning take. But it's early
days, so who knows.
While the party rolls around the clock on Bourbon Street, the hands
roll around the clock at the Ritz Carlton where, somewhere on the 1st
floor, 25 judges race the little hand to get through the preliminary
judging set for day 1 before day 2. To be honest, it would probably be
easier to get through an alligator sausage cheesecake. (And that's a
vegetarian talking.) But as we sat there in our 'breakout group' of 3,
we watched the TV, branded content, mobile, online and wireless entries
on a large plasma screen, while also listening to radio and judging
print entries on the computers in front of us. Simultaneously. So 14 hours later, a few patterns are already emerging. Despite the fact that the collective background of the jury is more diverse this year, everyone just wants to be entertained. And surprised. And rewarded for their time. So it would seem that an idea is still the safest place to park your money. The entry video has become an industry standard, but the ones with substance stand head-and-shoulders above the consumerphenomenonmultitouchpoint360 buzzmetric specials which are starting to smell a little like Gouda. The best videos are the ones that just describe the idea. No bullshit. No bullshit. And although the jury is not out on any of this yet, I think it's also safe to say that unless you have a terrific small idea; it's best to think big. Even if the budget isn't.
Obviously I can't say what's going to win, so it's lucky I don't know
yet, but I can say that a couple of local entries looked pretty good up
on the big screen. I'd be surprised if the other judges didn't walk
away with a soft spot for what has been brewing down under. There was
also a great ad agency website hosted entirely through YouTube that's
not only smart but beautifully done; I doubt that one will go
unnoticed. And there was a corker of a TVC that I imagine will probably
walk itself to the finish line in one stunning take. But it's early
days, so who knows.
HAMMER_TIME
woof
Great round up for the day Rebbecca. Go the Aussies!