Creative LIVE Pool 5 sees judges favour split

Pool 5 of the Brand Experience LIVE award saw a final judging challenge and some ‘Marmite’ results. There was some radical disagreement, but on balance 3 entries saw broke away from the starting group of six.

This competition is large and wide-ranging, with 35 campaigns entered across a total of 5 pools showing off a range of creative solutions using brand experience. Pool winners and runners up have a chance, at this stage, of making the final 4 for the live judging hosted at IOEX on 8^th March, but with 1 pool yet to be judged, further scoring analysis lies ahead before a final 4 is announced on 28^th February.

Frank Wainwright, director, commented: “Brand experience marketing has many strengths and the diversity in every pool is proving that. In Pool 5 the wide spectrum saw everything from establishing brand dominance at a snowboarding event to an event that relaunched Vanilla Ice and Limahl to a delighted travelling Karaoke club. In between we saw new takes on photos to enhance brand interaction and creatively elevated sampling. The pool also showed how a low budget could be used to bring a new spin on visual appeal and how technology and Mandarin fluency were brought together to promote Scotland.”

First and second place in the pool remain under wraps, so the ‘result’ of Pool 5 is, in no particular order:

Adept with Mortal Kombat

and

iris with PlayStation

Just behind these two was the creatively elevated sampling for Crusha by Concerto Live. Frank Wainwright commented “This milkshakes campaign was universally liked by our judges for delivering a sampling brief with real imagination and professionalism.”