2012年坎城網路青年創意競賽第三輪國際評審講評：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三輪決賽的評審結果與作品評論，恭喜取得積分的團隊！

This round was thrilling!

這一輪的入圍作品真令人興奮。

Amazing work by all of the Young Lions teams in Taiwan. You have all been working so hard over the last couple weekends, and you have produced some amazing work. Speed, cleaverness and accuracy are all traits that make for a great advertiser. I believe you all exude these qualities. I look forward to meeting one of these teams in Cannes this year.

各位台灣的Young Lions青年創意真的創造出令人驚嘆的作品。過去幾個星期各位都非常辛苦，並且創造出一些很棒的作品。速度、聰明、準確是偉大廣告人的必備要件。我深覺各位都具有這些特性，真期待今年在坎城和各位中的一個團隊見面！

My break down is below.

以下是我的評審內容：

• I love the simplicity of this banner. A simple message is a strong message.

我喜歡這個banner的簡單。簡單的訊息就是最有力的訊息。

• On the first frame I need a sense of what my involvement in the banner is. Something like “Rollover”

在第一格畫面我需要知道我對這個banner到底可以怎麼互動？比如「滑鼠滑過」這樣的指示。

• I like how the infitate sign becomes the piece of paper, but as I have read the brief and i understand why the paper is powerful. As someone who doesn’t know what the objective of Chimera is, I don’t think I would understand this message.

我喜歡「無限」符號變成紙的設計，但我是因為讀過簡報，知道在這裡紙為什麼有力量。如果不知道「創意怪獸」計畫是什麼的人，可能不見得理解訊息。

• I love the art direction of this banner. The message is intriguing in the first frame.

我喜歡這個banner的藝術表現。從第一格畫面開始訊息就有吸引人的力量。

• I’m not sure what to do when the banner loads.  The cursor gives me a hint to type, but not hitting the right keys leaves me wondering if the banner is broken. Frame 1 needs a call to action.

但接下來我就不太確定我該幹嘛。畫面上的游標暗示我該打字，但是一再打錯讓我甚至以為banner是不是壞掉了。第一格畫面應該要有行動召喚。

• The banner doesn’t reveal to me that a single piece of paper can change the world. The messaging does become clear on the end frame.

Banner也沒告訴我一張紙可以改變世界的事。不過訊息在結尾畫面有變清楚。

• I like the scrolling interactivity of this banner.

我喜歡這個banner的互動方式。

• I don’t understand the messaging.

但我不了解它的訊息。

• The Star Wars reference is confusing. I’m not sure what the ‘force’ has to do with changing the world or Chimera.

星際大戰的素材令人困惑。我不確定「原力」和改變世界或創意怪獸計畫有關。

• There’s no CTA at the end of this banner, so I’m not sure what I’m suposed to do.

結尾處沒有行動召喚，所以我不確定我到底該做什麼。

• I understand the insight this team was trying to approach, that Cannes is not merely about advertising. A smart direction with a true insight.

我瞭解團隊試圖表達的洞察，是，坎城不是只有廣告。是個有真正洞察和聰明執行的banner。

• To get to the final frame, I have to click repeatedly. To most users, especially the jaded advertising type, they will lose interest after the first click.

為了達到最後畫面，我必須一直點，對大多數使用者來說，特別是厭倦廣告的廣告人，點第一次之後就會失去興趣了。

• The end frame doesn’t tell me what I’m being asked to do.

結尾畫面沒告訴我到底要我做什麼。

• I like the layout of this banner, it’s simple.

我喜歡banner的構圖，很簡單。

• Nice creative way to lead someone through a story.

引導人進入故事的很有創意、很好的方式。

• I understand the teams thinking in that Chimera grants wishes, but I don’t understand that I have to compete to have my wish fulfilled.

我瞭解團隊的思考是告訴你「創意怪獸」計畫讓你美夢成真，但我不了解我必須參加競賽才能實現美夢。

• When my three wishes are picked, I’m hoping to be delivered a different message with different combinations of wishes.

當我挑出三個願望時，我其實會希望每個不同的組合都會出現不同的訊息。

• I like the look of this banner, but I’m not sure the old fashioned paper and lamp properly portray what Chimera is.

我喜歡banner的樣貌，但我不確定古老的紙和燈和「創意怪獸」的意象是合的。

• I’m glad there’s a call to action at the end of the banner. It gives me purpose.

我很欣賞banner的最後有行動召喚。這給了廣告存在的目的。

• The user is required to click multiple times in order to reach the end of the banner. People will likely drift out of the banner after the first one or two clicks.

使用者必須點好幾次才會抵達banner的結尾，大部分人很可能會在點第一或第二次後就離開了。

• I can pick more than one wish, and still get served the same answer.

我可以點好幾個願望，但是獲得同樣的答案。

• Some of the best banners in the world are banners that the user can play with. This banner is great.

很多世界上最好的banner是使用者可以玩的。這個banner很棒。

• The insight and the messaging is dead on.

洞察和訊息也非常直接。

• At the end of this banner, I’m inspired to change the world. I’m inspired to pick up a piece of paper and write history.

Banner結尾，我的確有被啓發去改變世界，也會想要拾起一張紙書寫歷史。

• Excellent thinking!

很棒的思考！