TI­TA­NIUM AND IN­TE­GRATED KATE STANNERS CHAIR­WOMAN AND GLOBAL CHIEF CREATIVE OF­FI­CER, SAATCHI & SAATCHI

Campaign UK - - NEWS -

This year, the Ti­ta­nium and In­te­grated cat­e­gories were sep­a­rated but judged by the same jury. With its first-ever 50/50 gen­der split, it re­sulted in a dif­fer­ent con­ver­sa­tion in the jury room. Ti­ta­nium is a tricky one – much of the work is there be­cause it is un­cat­e­goris­able, which makes for an eclec­tic body of work. So you ask your­self: is this a game-changer? To make the short­list is an in­cred­i­ble achieve­ment. I was sent out of the room as Deutsche Telekom “Ma­genta” by Saatchi & Saatchi was dis­cussed. The Chan­nel 4 cam­paign was also hotly de­bated. Both sat on top of the con­tenders list for the whole dis­cus­sion, only to miss out on one of only four awards to be handed out. With much heart­felt dis­cus­sion, we se­lected the four pieces be­cause of their im­pact. Kenzo found its way in be­cause of the im­pact on the beauty cat­e­gory and how it spoke to women in a way that they haven’t been spo­ken to be­fore – a lib­er­ated, ex­pres­sive and pow­er­ful in­ner voice. “Fearless Girl” won the Grand Prix be­cause its im­pact is un­de­ni­able. In­te­grated was tough be­cause there was so much amaz­ing work. Ul­ti­mately, the Boost Mo­bile cam­paign won the Grand Prix. It blurred the lines of me­dia chan­nels, knew its au­di­ence and spoke to them, and changed how the US votes for­ever. In these cat­e­gories, the colour of the me­tal does not al­ways do the work jus­tice. The short­lists are def­i­nitely worth a peek.

In­te­grated Grand Prix: Boost Mo­bile ‘Boost your voice’ by 180 Los An­ge­les

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