I started writing down my comments on all winners of Guldäggsgalan (The Golden Egg Advertising Awards) last night, but I got bored half way. Why? It’s all the same. And it’s kind of irrelevant. The only category that really makes sense is the integrated category. I mean, what’s a digital solution gone “viral” if not PR? Why does an outdoor poster campaign win the Design category? Why does a completely pointless idea with a semi funny media solution win outdoor but not media? And what on earth is the point of the media category anyway? Of course the media choice is part of the strategy for any solution! As is PR in my opinion. And how can there not be a computer games category?
So – what’s the purpose of our business really? I would say it’s to communicate a brand for some specific purpose? I think the categories in Guldägget makes us produce worse communication. It makes us focus on the wrong thing. It was obvious last night how important these awards are to the agencies. One agency executive went as far as questioning their own self image and strategy because they hadn’t won enough eggs. The same agency has produced pretty good advertising this year I would say. Better than the grand slam winner DDB. But the eggs… the eggs are what counts. So what does that make our executives and creatives focus on do you think? Overall brand communication effectiveness? Hahaha!
That said, I did see some real highlights last night. Here are a couple:
• The integrated winner for the Swedish Army (also by DDB) was really good and probably very effective. Nice work all around. A well deserved egg.
• The Heidies campaign for Diesel by Farfar has won everything around the globe now for digital. I would call it an integrated campaign as well in many ways. Extremely well produced. Also a well deserved egg, though I think the entire digital sector is way underdeveloped. Extra kudos to the client for courage.
• The standing ovation for Leon Nordin as he tried to make it down the stairs on stage was really moving. A grand moment.
We’ll see if I’ll publish more specific comments later. Until then – think strategy – think psychology.
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