Film, Film Craft, Creative Effectiveness, and Titanium and Integrated Lions Winners
I was very impressed with the work that came out of this awards ceremony. I understood the concepts, ideas, and execution for these films better than I did for some of the cyber awards ceremony I attended on Wednesday night. While the USA grabbed a fair share of the winnings for the night, there was presence of some smaller and less recognized countries amongst the winners as well. Brazil is proving to be a growing threat in the industry as well as Korea. The winning works were globally focused but often could be locally driven home too. They often were part of an integrated campaign which would go on to receive worldwide exposure. These winners, more often than not, were spots almost everyone, not matter what country you were from, had seen or heard of at least once. The popularity these commercials have earned is what made them award winners. Most are now a part of today’s pop culture such as the Old Spice body wash campaign. I also noticed that 3 of the winning commercials were seen during this year’s Super Bowl. One of the winning commercials was completely made from CGI imaging, which you never would have realized if they had not made it a point. The images were so perfectly real it was incredible. The work that will be unfolded in the next calendar year will no doubt be works of art. I cannot wait to experience and witness the creative media pieces that will surround us in the future.
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