DDB team Pip Perkins and Jennie Ko take out Young Print Lions competition to represent NZ
Pip Perkins and Jennie Ko from DDB Group NZ has won the 2011 Fairfax Media Young Print Lions competition, announced at last night’s award presentation.
The team will fly to France next month courtesy of Fairfax Media and receive full registration to the Cannes Lions International Advertising Festival, the largest and most prestigious advertising festival.
The winners, Jennie Ko and Pip Perkins from DDB and second place teamJono Aidney and Rob McDowell at Sugar are all ex-AUT adschool.
Says AUT’s Paul White: “When they left us we said to them, ‘Make us proud, you guys’. They sure ain’t let us down.”
This year’s industry judges, Toby Talbot, Group executive creative director at DDB, and Rob Jack, creative director at Special Group, said the work of the team clearly stood out from the field.
Says Jack: “In the initial round of the competition it was difficult to determine a clear winner. So, to ensure we really did send our top talent to the world’s largest advertising festival, we ran a finalists competition. The entry from Pip and Jennie entitled ‘Reach the Unreachable’ very cleverly delivered on our brief. Their demonstration of creative execution within the print medium, we hope, will serve them well on the international stage in Cannes.”
The judges said: “Clever insight which gives you real pause for thought and brings to life the message in a unique way. The juxtaposition of the Calvin Klein brand – surely one of the most far reaching brands in America – within the Amish scene, really draws you in. The team has created something that delivers for Fairfax Media and absolutely nails the brief – the result is the most campaignable concept of the top three. A clear winner for its simplicity and insight.”
While at the Festival the NZ team will compete against other young teams from across the world in the Young Lions Print competition where they will answer a brief to create a print advertisement in 24 hours. They will also attend workshop sessions and presentations by world renowned industry professionals which allows for incredible inspiration and insights.
VIEW THE AD
25 Comments
Niiice. Bring me back some Toblerone.
Can we see the ad?
Can we see the brief?
Interesting a team from DDB won.
Really like this ad. Fun, CLEVER.
couldn’t go to a more deserving team. except me. well done Wahines
Great solution
Fairfax. Oh the irony.
Nice work gals – well deserved.
and they’re babes. Look out France.
Oui oui. Bring on posting more pics I say. A calendar, perhaps? Sit-com spin off? Just the 8 of us? Thankme.
Well done ladies. Well deserved.
Taking from the brief:
The judges voting will be based on two cornerstones:
· Innovation (50%).
· Creative Execution (50%).
From the judging form:
Innovation:
Describe how your creative idea uses the print space in an innovative, insightful and experimental way.
Where’s the innovation element in this ad?
2.32PM I take it you lost, right?
Yeah its a real nice ad but ya kinda wonder whats the point of writing that brief with all the chat about innovation. Why not be upfront and just say do a cool print ad.
6:37 – Times like these I wish CB had a “Like” button.
9:28am, just do what creatives do every day life. Ignore the brief and do what you think is cool.
Fantastic news girls. You rock. Have fun!
Last year:
Head judge – Vaughn Davis from Y&R
Winners – Junior team from Y&R
This year:
Head judge – Toby Talbot from DDB
Winners – Junior team from DDB
I’m no trend-spotter, but..?
Grow up
Cynical
– Yes but we’re too polite to mention that. It’ll upset the people at DDB who have been instructed to come on here and mindlessly applaud their colleagues. Way to go team! Two thumbs up! Girl power yeah!
can we see the actual brief? from what ive heard it’s a bit off brief ?!
The brief was all over the place – they always are in the Fairfax comp. Well done to the girls.
Nah, this wasn’t off brief – it was a good answer. The first brief sucked a whole bunch, so some teams got a second brief. It was far less exciting, but easier to make sense of.
The hardest thing was understanding what they wanted to see when the ad was being judged 50% on innovation and 50% on engagement. It really threw lots of teams into the dark world of QR codes, augmented reality and other junk. Next year they oughta just say “we’re looking for the smartest print ad” and leave it up to the teams to use the medium as they see fit.
It’s hard to believe dodgy judging was involved – that would be far too depressing. But it’s probably fair to say that CDs shouldn’t be judging a competition their teams are part of. Maybe next year they could get a couple of Aussie CDs to judge, just to ease some minds.
The Cannes trip is a banging opportunity for young creatives. Fairfax just need to make half of the improvements people recommend on this blog every year and the competition will be a whole lot less contentious.
Who is The_Hammer? There’s only room for one Hammer in this town 😉
Agree with Anonymous above… Fairfax could simply have three judges for starters – we don’t need Australian judges, just more than two. It’s clear the best idea won, hard to argue with that.