2012年坎城網路青年創意競賽第三輪國際評審講評:Dave Bedwood

昨天深夜鼓起勇氣催促家裡剛剛添了第三個寶寶的國際評審Dave Bedwood儘快給我們評審結果,因為有三個團隊以1分之差緊緊膠著著。結果他真的把評審結果急速送來。還對我道歉(兩次)說這回匆促了點。真是令人大感動。這就趕緊來看看他的評審內容:

sorry it’s late, had to rush this one a bit more, sorry!

抱歉遲了,這一次的評審只得匆促了一點,很抱歉。

comments: 評語:

I didn’t read the brief this time, I wanted to get as close as possible to an ordinary viewer, who just sees (we hope) our ad with no prior explanation.

這回我沒有讀簡報。(主辦單位註:但是我們其實也有在信件中向評審說明這次任務簡報的內容。)我想要盡可能貼近一般觀眾的觀點,他看到(我們當然希望他會看到)我們的廣告時,並沒有人事先對他解釋過背景。

The best ads don’t need explanation.

最好的廣告應該不言自明。

Unfortunately with quite a few of these I had no idea what they were promoting. It took until the 7th ad until it was clear. Not a good sign.

不幸地是,很多這次的作品我搞不清楚他們到底在賣什麼。我一直看到第七個廣告才弄清楚。這不是好現象。

So I closed my browser, had a cup of tea, watched the tv and then an hour later I tried to remember these ads.

所以我關掉瀏覽器,喝了一杯茶,看了會電視。一小時後我試著回想剛剛看過的廣告。

Whichever ones I could remember, for a good reason, were the ones that had to be the strongest.

任何我還記得的廣告,表示有好理由讓他們成為最有力的廣告。

they were:

就是以下的這幾件作品:

第一名 (積分7分):

Team 15: :

http://cell.webgene.com.tw/iat/20120407/Team_15/Team_15_3rd_round.htm

Ideas are interesting, the central idea here is that ideas can change the world and that you only need a piece of paper. Such potent material to work with!

有趣的概念,這次要表達的中心思想是「創意可以改變世界,你只需要一張紙」,還真是有力的素材!

Yet this is the only one that really tapped into that for me. I found it informative, and the interactive part of it was invisible, in a good way, I just wanted to get more of the story.

但這卻是唯一向我把訊息點清楚的作品。對我來說這個廣告資訊豐富,互動部分以好的方式隱而不顯,卻讓我想要了解更多。

To be very critical: Some of the choices were a bit  obvious, I preferred the less obvious choices, like the basketball one.

雞蛋裡挑骨頭一下:有些素材選擇有點沒有新意,我比較喜歡比較出人意外的選擇,像籃球(「禪師」傑克遜)那個。

But at the end I felt informed and inspired to see that great things can be done with just your mind and a piece of paper.  I was ready to enter!

但總結我覺得我有被告知訊息,又有被啓發,看到了只要有想法,有一張紙就能做出了不起的大事這事實。我準備好要參加「創意怪獸」計劃了!

第二名(積分5分):

Team 5:

http://cell.webgene.com.tw/iat/20120407/Team_5/index.html

Simple, very nicely produced, perhaps a little to obvious in its imagery, and therefore not as thought provoking. But it made its point well.

簡單,製作得很好,意象上可能有點太明顯,因此不是很有啓發性,但是卻把重點表達得很清楚。

第三名(積分3分):

Team 8:

I’m not really sure that this was that insightful or even made a great point. But it did what is did very nicely and the interaction was very neat.

我不確定這廣告有什麼洞察,或甚至有表達什麼了不起的想法。但是它把自己想要做到的事情好好地做到了,互動也很俐落。

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