10 May 2008

Award Shows are Relevant, Dammit! Vol 8

So, I went to the One Show Interactive last night, Nikon and MRM Worldwide won a gold pencil for its project Nikon Picturetown. It's a ripe example of compelling content. They said, who better to taut the product of experts and afficianados than the users themselves? So they gave away free cameras and said "let us and the world know how it well it works." It spread like wildfire, and the users became lifetime fans. It's another step forward for these clients, who first dabbled with their D80 project, praised by new marketing bloggers like Joseph Jaffe . So the relevant part is this: If more creatives win awards for community based thinking like this, then more creatives will present it. And if those presentations are for forward thinking clients like Nikon, than our whole industry will benefit.

PS All this award show talk will end soon, I promise, the season's almost over.

07 May 2008

Award Shows are Relevant, Dammit! Vol 7

Just an update. All the greatness and forward thinking of McCann's Halo3 Believe, that was honored with the Grandy at the Andy Awards , also won Best in Show at the One Show. All previous arguments that award shows are relevant apply here as well.

01 May 2008

Award Shows are relevant, Dammit! Vol 6.

McCann was the big winner last night at the International Andy Awards for their work with Halo 3 . We've seen the ads, with the diarama on an enormous, detailed scale. It flipped the video-game-tv-spot norm of pure action and explosions and made it eerily quiet. But what took it further was the interviews of "veterans." It put a human face, a whole story to these video game characters.

But back to the title of the article: awarding work like this is good for advertising. It was a multimedia, highly interactive, thoughtful campaign. It wasn’t a goofy commercial. Nor did users didn’t have to buy anything to get involved, but it was oh so engaging. So, if we award work like this, then creatives will strive to do more of it, more of it will get presented, and more of it will get made. It's the natural selection of compelling content.

Oh, and results. The release of Halo 3 rocked Spiderman and Harry Potter.