2012年坎城網路青年創意競賽第二輪國際評審講評:Dave Bedwood

國際評審Dave Bedwood前幾天才喜獲第三個寶寶(乃是龍女一枚),因此最近幾天可以想見他真的很忙。令人感動的是他竟然在百忙中看完全部作品,在未入圍名單中挑出兩件作品給予第二、第三名,並寫作精闢的評語。這就一起來看他這次的評審內容:

總評:

This is a tough brief, for a few reasons: smokers already know it kills them and that second hand smoke kills people, yet they still do it.

這個任務簡報很難:吸煙者都知道吸煙致命,二手煙更傷人,他們卻還是照樣吸煙。

The packets themselves have death warnings on them.

煙品包裝上也都有吸煙導致死亡的警語。

Tons of advertising has banged on about the death and second hand smoke risks for years. How do you cut through?

成噸的廣告多年來都一直一直在講死亡,在講二手煙的危害,但要怎樣才能真正突出訊息?

How do you get people to suddenly act rationally when they act irrationally every day by smoking.

要如何才能讓人在每一天不理性的吸煙行為後忽然理性行動?

A lot of the scare tactics of advertising clearly don’t work.

顯然很多用恐嚇手法的廣告都沒有效果。

So how do you say the same old message but in a new way that has more impact?

該怎麼用新的方式來說同樣的老訊息,以便產生比較多的效果?

The two Cannes Gold posters’ strongest weapon are their wit and brevity. They say a lot with little. Neither say anything new or strategically groundbreaking, but both strike that point in a sharp way.

題目中的兩件坎城金獅獎作品最強力的武器是他們的機智和簡潔。他們三言兩語就說了許多。兩者都沒有說任何新鮮事,或是在策略上有任何驚天動地的突破,但兩者都尖銳地擊中要害。

This is the art of advertising, being able to say a lot in as few words or pictures as possible.

這就是廣告的藝術,能在最少的幾個字或畫面中,盡可能多說。

And this is the problem with interactive advertising, as soon as people have ‘digital’ at their disposal it usually means the messages/adverts become more complicated, take longer to get, ask the viewer to do more. In short, they aren’t written as well, the hard part of trying to say a lot with little gets forgotten by throwing lots of tricks and interactions at it.

而這也是互動廣告的問題,當有了「數位」空間可以任意使用時,很多人的用法是讓訊息/廣告愈來愈複雜,讓人必須花更久時間理解,向觀眾要求得更多。簡言之,也就是在廣告的寫作上不再付出同樣的工夫,許多的花招和所謂的互動,讓我們忘了作廣告之所以難,是在如何言簡意賅。

The ads I have chosen here, I think out of all of them, manage to get the message across quickly, I don’t need to do too much to complete the ad, the more distilled the message the stronger it is.

我在這裡選出的廣告,首先,就是能夠快速傳達訊息。我不需要作很多工「完成」廣告,廣告愈精煉,愈強大。

Their interactive elements enhance the message, not get in the way, or labour a point.

他們的互動元素增強了訊息,而不是阻礙了訊息,或讓訊息迷路。

第一名(積分7分):1st Team 12

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

Didn’t feel that fresh at first, a play on a search bar, but it was a nice observation and very relevant which pulled it through.

一開始並不覺得這廣告很新鮮,只是玩「搜尋框」,但訊息繼續展開完成後,發現廣告具有好的觀察也非常相關。

It was also quick to get, made a strong point pretty fast.

作品也很快就能被理解,很快傳遞強有力的論點。

Maybe they should of let people really search for anything they like but the results always came up that they’d have no time to do it?

團隊可能可以思考如何讓使用者可以真正搜尋任何主題但都出現一樣的結果。但很可能他們沒有時間這樣發展?

第二名(積分5分):2nd Team 8 煙琴篇

http://cell.webgene.com.tw/iat/20120331/team_8/index.htm

Simple, I knew what it would play as soon as I saw it, if an ad can work on one level before having to interact that is a bonus.

簡單,我一看到這個琴,就知道它可以玩。任何廣告能夠在開始互動之前就成立,絕對是加分。

I preferred the ideas that had a touch of humour, I think that makes the message stronger and emphasises the silliness of smoking. Whenever ads get too worthy or try and be too shocking they lose impact and sound preachy.

我也喜歡作品有幽默感,訊息因此更強,而且強調出吸煙的愚蠢。當廣告搞得太嚴肅,太嚇人,就失去力量,感覺像說教。

I think they could of just left the xylophone up there rather than cut to the endframe, it makes the add clunky. Also the line isn’t quite right.

團隊應該可以只讓作品停在煙琴上,而不是繼續接到結尾畫面,因為作品因此笨拙沈重起來,而且撰文也並不對勁。

第三名(積分3分)3rd Team 16

http://cell.webgene.com.tw/iat/20120331/team_16/index.htm

Again simplicity. Without interaction I got this, it is silly, which tonally I like, making smoking into a joke I think could be more powerful than telling people it’s dangerous and kills – who doesn’t know that – and quite often this is why young people start, it looks rebelious, dangerous. Instead, let’s make it silly.

作品也好在簡潔。還沒開始互動我就懂了,廣告也很傻,我喜歡它的調性,因為讓吸煙變成笑話。我認為這樣反倒比告訴人吸煙很危險會死人要有力量——畢竟這話誰不知道呢?而且很多年輕人反倒是因為這樣才開始吸煙的,因為這讓他們覺得自己看起來離經叛道、有危險性。別說教,吸煙廣告正是要傻才有效。

Interaction was a bonus, it was quite fun to kill people all over the world, which made it’s point well.

互動是加分的。「殺掉全世界的人」這件事很有趣,而且也把重點說得很清楚。

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