sorry it’s late, had to rush this one a bit more, sorry!
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.
The best ads don’t need explanation.
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.
So I closed my browser, had a cup of tea, watched the tv and then an hour later I tried to remember these ads.
Whichever ones I could remember, for a good reason, were the ones that had to be the strongest.
Team 15: ：
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!
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.
To be very critical: Some of the choices were a bit obvious, I preferred the less obvious choices, like the basketball one.
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!
Simple, very nicely produced, perhaps a little to obvious in its imagery, and therefore not as thought provoking. But it made its point well.
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.