2011坎城網路青年創意競賽台灣選拔賽第一輪評審意見:稻本零

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評論人:Rei Inamoto(稻本零)AKQA創意長

Rei 表示,他覺得只有兩件作品可以進入前三名:

Silver 第二名
Team 5
“You action makes her part of the society” 你的行動讓他們成為社會的一部份
The best thing about this piece is that it took a familiar element on the web – in this case, Google Map and a figure icon  that you can drag – to encourage interaction. From there, it pays off nicely with a clear message. The work is clever, simple and has an element of surprise.
I wish that it went a bit further, though. I think it could have, for instance, shown a Google Streetview, perhaps and show her surrounded by people. That might deliver more emotion.
At the end of the day, we are human beings who make decisions based on emotions.
這件作品最大的優點是利用了網路上的熟見元素──在這個例子中,是用Google Map和一個可以拉的人形icon──來鼓勵互動。並在這個基礎上再以清楚的訊息作結。作品聰明,簡單,有驚奇的元素。我只希望這件作品能推得更遠一點。比如說,顯示Google街景,並讓她(人形)被人群包圍。這樣可能可以創造出感性,畢竟,身為人類的我們,是根據情緒來作決策的。
Bronze 第三名
Team 7
“Give them more room. They will bloom.” 給他們更多空間,他們會綻放光采
Conceptually, the notion of a woman/spouse being and feeling squeezed and then turn that around to make it a positive message is a good one.  Also, the interaction and the message are integrated very nicely.
讓女性(配偶)存在或感覺受到壓擠,並且讓此轉變為正面的訊息,是個很好的概念。而互動與訊息也整合得很好。
However, the message itself seemed a bit unclear and wasn’t specific enough. In this type of ad where it’s asking the audience to do something, it’s important what it is that we want the viewer to do clearly.
然而訊息本身看起來不太清楚,也不明確。這類的廣告中,當要求閱聽眾作某事時,必須讓觀眾清楚知道到底要他們做什麼。

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