2012年坎城網路青年創意競賽第二輪國際評審講評:Alex Newman

以下發表國際評審Alex Newman對2012年坎城網路青年創意競賽台灣代表隊選拔賽第二輪競賽的評審結果與作品評論,恭喜取得積分的團隊!

I wanted to mention that I’m astounded with the amount of work accomplished by the Young Lions. Completing a banner in 12 hours is not an easy task, and all of you are rising to the challenge. Keep up the big thinking and hone in on simple, straight forward communication. I’m very impressed with the work coming out of the Young Lions in Taiwan and am look forward to the final round.

我要先說,這些Young Lions能夠作到那麼多真是讓我目瞪口呆。12小時內要完成一個banner很不容易,而你們所有人都擊敗了這個挑戰。希望各位保持創意上的高度,然後記得追求簡單、直接的溝通。台灣Young Lions的作品真的讓我非常印象深刻,我非常期待第三輪的決賽!

Best of luck to all of you!

祝各位好運!

以下是評語:

Team 1 http://cell.webgene.com.tw/iat/20120331/team_1/index.htm

入圍(積分一分)

• Overall, I like the attempt at developing a story and showing the effects of smoking.

整體來說,我喜歡以一個故事來展示吸煙效果的這件事。

• The thinking behind this banner is a little deep and leaves the viewer working hard to get the message.

但是這banner之後的想法埋得有點深,讓觀眾得相當努力才能獲得訊息。

• As in the rounds before, I feel like this banner could communicate better without the Facebook reference.

就像之前一輪也有用Facebook的作品一樣,我感覺這banner事實上沒有用Facebook反倒能溝通得更好。

• With the visual business of the Facebook API I’m not sure where to click.

因為有了Facebook本身設計上的一大堆干擾,我反而搞不清楚到底要點哪裡。

• The Popeye reference could have been communicated more clearly.

用卜派來講故事的理由也可以溝通得更清楚一點。

Team 9 http://cell.webgene.com.tw/iat/20120331/team_9/index.htm

#2 Second place (5pts) 第二名(積分五分)

• I like the quick understanding that smoking is intrusive to the family.

我喜歡這作品很快傳達吸煙對家人的危害。

• The rollover is great at conveying the smoke is getting in the faces of the family members.

滑鼠移動去tag表達煙傳到家人的臉上很好。

• The Facebook framing complicates the communication of the message.

但使用Facebook複雜化了訊息的溝通。

• In the Facebook navigation, the cigarette commenting on the photo is unrealistic and I don’t understand why would I “like” this image of a family dying.

在Facebook的介面上,「煙」的評語是不切實際的,而我也不懂為什麼我要「讚」一個人家全家會死掉的影像。

• The fire transition leaves me a little confused. If I was seeing this ad without the context of the brief, I may think the man killed his family in a fire.

煙轉到火這件事讓我有點困惑。如果我只是看到這廣告,而不是先看過任務簡報,我會以為這男人縱火把家人燒死。

• The end message is a little harsh in English, but coming from the brief I understand why the team took this route.

結語的訊息在英文中相當嚴厲,不過我看過任務簡報所以可以了解為什麼團隊用了這樣的溝通方式。

Team 11 http://cell.webgene.com.tw/iat/20120331/team_11/index.htm

#1 First place (7pts) 第一名(積分七分)

• Great insight. Love how using the cigarettes shortens the life on the gravestone.

很棒的洞察。我也喜歡用煙和墓碑上壽命減短來表達吸煙所以短命。

• The headline is a little disconnected from the action of clicking. As the user clicks, the cigarette drops out of the hand, which makes me think I’m quitting, yet the grave stone suggests that the life expectancy is lowered. Perhaps rethink this action.

標語和點的動作有點連不起來。使用者點滑鼠時,煙從手上落下,這讓我認為是代表我正在戒煙,但是墓碑上的訊息顯示壽命反而縮短了。可能要重新思考互動的設計。

• The replay button was a nice addition.

Reply的設計是個相當巧妙的附加設計。

Team 12 http://cell.webgene.com.tw/iat/20120331/team_12/index.htm

#3 Third place (3pts) 第三名(積分三分)

• I like the art direction of this banner. The effect of the search bar burning was very cool.

我喜歡這個banner的藝術表現。Search bar燒起來的表現非常酷。

• I don’t fully understand the reasoning behind using a search bar. I don’t fully understand what it has to do with smoking.

我不是非常懂為什麼要用search bar。因為不懂它跟吸煙的關聯性是什麼。

• The topic of smoking isn’t cued at the beginning of the banner. I’m not sure why I’d be interacting.

吸煙議題在banner的一開始沒有提供線索,我不是很確定我有去跟它互動的動機。

• I like the thinking that if you smoke you have no future, no health and so forth, but this insight is built in too deep in the execution. I don’t get that message right off the bat.

我喜歡「如果吸煙沒有未來也沒有健康等等」的想法。但是這個洞察在執行上埋得太深了,我沒有立刻就了解到。

-Alex Newman
2011年坎城網路青年創意競賽Cyber Young Lions金獎得主

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