Creative Campaign of the Decade LIVE Finalists announced
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The final of the Creative Campaign of the Decade LIVE competition, sponosred by Avantgarde, has been announced. The competition is helping the FMBE Awards to celebrate 10 years of promoting the best in brand experience marketing.
The final four line up for creative campaign of the decade is as follows:
- ABVBBDO with Walkers – “Sandwich”
- RPM with Talisker, “Sail in Cinema”
- Slice with Kellogg’s, “Tweet Shop”
- Wasserman with EDF Energy “Energy of the Nation”
These four finalists were chosen after a 19 judge panel voted, plus online support was taken into account. The procedure was strongly weighted and online voting carefully verified so this award final was not a social media popularity/ vote mustering competition, but one where creative impact was the key success driver.
Two finalists have been selected from two pools of 8 semi-finalists. Opinions were spread widely amongst judges in both pools with every entrant getting picked by at least one judge as their favourite. Second place in both pools was exceedingly tightly contested with honourable mentions for psLIVE and The Croods in Pool 1 and TRO and Guinness in Pool 2. These were especially unlucky not to make progress. Judges also noted that that whilst one of the best loved campaigns, Ignition with Coca Cola, did not quite win a place in this final based on the creative campaign criteria, it was a credit to the competition to have such an immense and overwhelmingly successful tour to assess.
Awards director Frank Wainwright comments: “This is an ‘of the decade’ one off celebrating the very best of the best in creativity so understandably we didn’t have any weak campaigns in our final 16 and naturally this was a challenge to our judging panel, with preferences and opinions often polarised. It was useful to gauge so many opinions because only after a number of judges’ votes came in did a pattern of preference for these four finalists emerge. The competition has been a true celebration of the versatility and variety of brand experience marketing.”
The four finalists feature:
- A Cannes Grand Prix ‘Creative Effectiveness” winner, ‘Sandwich’, a celebrity takeover of the Kent village that helped align Walker’s and sandwiches at front of store
- The first ever “Sail in Cinema” linked creatively with sailor’s tales of the sea, held at Cowes Week
- The first use of Tweets as a currency in an actual shop to exchange product comments for the actual product, Special K Cracker Crisps
- An innovative use of harnessed social media that gave EDF Energy a bold way to activate its Olympic sponsorship in a way no one had seen before
The judging panel for the final
The four finalists will now need present their cases to 5 judges at a live session linking a live studio and online participants via Google Hangouts on Tuesday 21st October.
The judges are:
- Liz Forte, marketing and category, global consumer products, Starbucks
- Penny Humphrey, head of marketing, Cathedral Group (Penny was previously head of retail and experiential at Electronic Arts)
- Clare McDougall, head of community and education, RWE npower
- Graham Sampson, client and commercial, Hothouse I Want Gets (builder of highly creative brand environments).
- Claire Sutton, marketing controller, Ryvita
The location for viewing this final online will be announced here and to FMBE readers on Monday 20th October
