Leading ad and design agencies invariably call upon the cream of talent for their solutions, but sometimes even they get it wrong. It’s a very fine balance between self-indulgence of an idea and an esoteric approach.
At the Cannes Lions ad festival this week, AKQA won the Grand Prix in online advertising/innovative ideas for its Fiat eco:Drive campaign: a delightful and charming video introducing the benefits of this new technology. Meanwhile, CumminsNitro picked up three Grand Prixs for “The Best Job in the World” – an explosive delivery of viral marketing. But, in relation to the point made above, Nike Battlefield took the Design prize. All I can see is pretentious copywriting, over-the-top music and school-boy locker room melodrama in the battlefield analogy. I’m suspicious that the creator/s are a bit lacking in drama in their real life and this was the best they could do to simulate it. Nice prints though…
Entry: T Rochester
