Print and posters more persuasive than film at Epica 2011 creative advertising awards

January 7, 2012

Creative advertising award schemes are, by their nature, an imperfect guide to reality. If your agency doesn’t enter, your work doesn’t get considered; on the other hand, those who do enter and win may be regarded as unrepresentative of general industry opinion.

Even so, hardy annual schemes provide a rough and ready guide to agencies and agency groups that are performing above standard.

Which is exactly what you find with the latest Epica international advertising awards. Set up in 1987, they are Euro-centric or rather EMEA in their scope and differ from most in the genre in being assessed by senior advertising trade-magazine journalists (usually editors) rather than the creative community. Creatives may dislike their work being prodded and probed by what they probably regard as a bunch of philistines, but they cannot deny that experienced journalists bring a degree of objectivity to the proceedings.

So what does Epica 2011 tells us? First that Germany, not France or Britain, is the advertising power-house of Europe. To be sure you would expect the biggest country – and the only one with a thriving economy right now – to be the most prolific entrant. But it also hauled the most winners: 15 golds, 45 silvers, 29 bronze – 89 awards in total. By way of perspective, France came second with 66 awards, of which 11 were golds; and Britain trailed Sweden in fourth place with 41 awards (Sweden: 58), of which 12 were gold (Sweden: 8). Germany had an “off-year” last time round, in 4th place. But pole position is no fluke: it has taken the palm 7 times in the last decade.

Next, the best performing networks. This was less clear-cut than last year, when WPP-owned Y&R attained an easy ascendancy with 8 category winners sourced by 4 different shops. It managed to cling on to top position this year but with a lesser margin – 5 winners from 2 shops – and also faces a serious challenge from Wieden & Kennedy, which shares the top honours. Next ranking were IPG-owned McCann Erickson (4 winners in 4 offices), Omnicom-owned BBDO (which is clearly slipping, 4 winners in 3 offices) and WPP-owned Ogilvy (the same). DDB (Omnicom) came sixth.

Individually, Serviceplan Gruppe Munich, Fred & Farid Paris and W&K Amsterdam took the most golds (4 apiece); and Forsmann & Bodenfors, Gothenburg the most awards (18).

So much for the statistics, but what of the overall quality of the work? A bit of a curate’s egg this year. Film, which is generally regarded as the most prestigious of the 4 leading Epica d’Or awards, finally went to W&K Amsterdam’s ‘Open Your World’ campaign for Heineken. In effect, W&K was in a duel with itself for the top honours, since the other serious contender was its last year Cannes winner – ‘Write the Future’ for Nike. Neither exactly resonates as an imaginative choice – although what they lack in originality they certainly compensate for in verve and exceptional production values. Of the two, Heineken has to have been the right choice: Nike was sooo dated and yesterday’s choice.

But if film failed to sparkle, there was ample refreshment elsewhere. Print, a category in decline if ever there was one, gratifyingly produced a triple surprise. The winner, Leo Burnett’s Swiss office Spillmann/Felser/Leo Burnett Zurich, provided some crackling word-play for, of all things, a financial services client, Swiss Life. “Life Turns in a Sentence” plays verbally on life’s vicissitudes with a series of statements that change their meaning 180 degrees in mid-sentence.

Similarly inspiring was Rainey Kelly Campbell Roalfe/Y&R’s “Passport Stamps” work for Land Rover. It had a simple, appealing graphic quality which would have worked equally well in print although in fact it won the Outdoor Epica d’Or.

While we’re there, the fourth of the big prizes, for Interactive, was won by Jung von Matt Stockholm for its “MINI Getaway” campaign.

For more on the winners, click here.


Epica Awards give boost to France – and WPP

November 29, 2010

This year’s Epica creative advertising awards – the 24th in the series – sprang some interesting surprises. France was the lead country – both in the number of winners and total awards – for the first time since 2004. WPP’s Y&R was deemed the most creative agency group – far outdistancing the usual competition from the Omnicom Group. And one of the top winners was an iPhone app.

As one of the 26 trade journal editors drawn from across Europe to judge these awards (exceptionally, the winners are not decided by a jury of creatives) I can testify that recovery is definitely on its way – entries were up 10% this year to over 3,000. But it’s a patchy recovery. The year that has seen France emerge from a creative wilderness is also the year in which one of its two principal advertising trade magazines, CB News – founded by the legendary Christian Blachas, has gone into administration. Elsewhere, the quality of print work (at least, in my opinion) has improved after a long decline; by contrast this was not a vintage year for the television and cinema commercial.

A sign of the times was the ‘Streetmuseum’ iPhone’s app – devised by Brothers & Sisters for the Museum of London– bagging one of the competition’s top four prizes, the Epica d’Or for interactivity. With a museum as client, it was always likely to be a low-budget affair, but what good use it made of that budget. The app artfully exploits sized-to-fit historic photographs as overlays on present-day Google street-map technology to give a vivid impression of London’s past whenever a visitor looked up a landmark on his iPhone. The app shot up to 19th most popular free download and, so the museum reckons, has trebled the number of its visitors.

In the hotly contested film section (TV and cinema commercials) the winner was the somewhat controversial ‘Dot’ created by Wieden & Kennedy London and Aardman Animations for Nokia N8, a smartphone. As a piece of low-budget film-making it’s masterly and involving. On brief too: Nokia has fallen behind in our perception of a desirable smartphone brand and this film, which uses CellScope technology on a bog-standard phone to achieve a remarkable piece of micro-animation, helps to redress the balance. It is one of a series that highlights Nokia’s technical competence in the smartphone arena. The (admittedly non-creative) question mark is: how much of a media budget was spent on disseminating the message? In other words, how many people have seen it?

Stacked up against ‘Dot’ in the final heat was Fred & Farid’s bizarrely amusing ‘Anytime, Anywhere’ TV and cinema ad for Orangina. A series of animals (from giraffes to bears and gay cougars – my own favourite is the iguana sketch) impersonate the actors in a range of cliched television ads, from floor-cleaner to car polish, breakfast cereal to energy drink and zit-buster. The common factor being Orangina starring as the product in every ad. Cut to bloke watching the ads on television, nuzzling up to a sheep (presumably his wife) on the sofa. Animated hommage to Disney, satire of the advertising industry? Who knows? It could only be French. Try it and see:

In the circumstances, there were other commercials that should have made it to the final cut. For example, Ogilvy’s Dove Manthem (you know the one: sing along to William Tell), which was the winner in the toiletries and healthcare category.

Just as odd was the exclusion of Adam & Eve’s ‘Always a Woman’ ad for John Lewis. It lost out at the category stage to Sapient Nitro’s ‘Sneaker Mastermind’ work for Footlocker. Not itself a great ad, but one not dogged by a plagiarism controversy.

Fred & Farid may have been pipped at the post by ‘Dot’ but they triumphed in the outdoor category with an Epica d’Or for their Wrangler Red work. The ‘animal’ theme (lots of that this year) is not new, but the photographic execution was considered outstanding.

More interesting was the final major category, the print Epica d’Or, where M&C Saatchi’s ‘The Last Place You Want to Go’ ad for Dixons narrowly beat BETC Euro RSCG’s Evian ‘Baby Inside’ work.  Evian has made the baby theme something of a trademark these past ten years, each year developing it in a new and interesting direction. This year the image was of adults with the bodies of babies superimposed on their white t-shirts: simple and effective.

But not as startlingly unusual as the Dixons ads, which appealed to the head as much as the heart. It’s good to see outstanding retail print work, full stop; but even better when it employs witty, old-fashioned long-copy which makes elegant fun of the retailer’s rivals. In the eternal struggle for mastery between copy and image, copy definitely won out this year.

So much for the work, but what of the winning countries and agencies? It was noticeable that while France was easily ahead in all winning categories – winners, silver, bronze and total awards – Britain managed to nail three of the four Epica d’Ors (film, interactive and print). It came third overall, but behind France (a long way behind) in the categories winners’ league. Sweden was number two overall, with Germany in fourth place. Far down the league table was the usually feistier Spain.

The top agency was Sweden’s Forsman & Bodenfors, Gothenburg, with 15 awards in total, four of them category winners. Serviceplan Gruppe, Munich & Hamburg – a previous winner – came second. The more important insight to emerge, however, was Y&R’s easy dominance as top network. It had 8 winners across four offices, compared with next-placed DDB’s 4 winners across the same number. Ogilvy came third with four across three. BBDO (like DDB, owned by Omnicom), often an overall winner, has drifted well down the table  (3 over 2).

Taken at face value, that’s something of a pat on the back for WPP creative supremo John O’Keeffe, whose avowed aim is to displace Omnicom as creative top dog. O’Keeffe has his eye on the Cannes Awards, but Epica winners have often proved a useful harbinger.


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