PRIVATE VIEW: Malcolm Poynton

<p>YoungGuns is here, and here to stay judging by the calibre of work </p><p>that were entered at the show. From the judges' point of view, the whole </p><p>event was fantastic. </p><p><BR><BR> </p><p>As for the judging process itself, it was refreshing to hear open debate </p><p>and different points of view from a truly international group. </p><p><BR><BR> </p><p>The results speak for themselves: some of the world's best creative </p><p>work, produced by under 30s. Indeed, some of the work had already proved </p><p>itself at international shows like Cannes. And then there was a whole </p><p>bunch of fresh stuff up against it and that made for some of the best </p><p>discussions I've heard on a jury in recent times. </p><p><BR><BR> </p><p>Below are some of the most outstanding pieces from the show. </p><p><BR><BR> </p><p>Nascar 'Rear View Mirror'. Don't you just wish you'd done this ad. So </p><p>simple - it speaks to the boy racer in everyone. Not a foot wrong </p><p>anywhere, in terms of both art direction and writing. </p><p><BR><BR> </p><p>Pajero 'Surprise' was another great ad. And I can hear the client now: </p><p>"Yes, two pack shots. I like it, but do they have to be the same? Surely </p><p>we can show both the base model and the top of the range model </p><p>here." </p><p><BR><BR> </p><p>There must be countless Nike bottom drawer ads in the world. And every </p><p>jury member has seen scores of them before today. In fact, over half the </p><p>jury have worked on either Nike or Adidas at some point in their </p><p>careers, which only makes this category more difficult to win should </p><p>your entry be a Nike ad. Enough said. </p><p><BR><BR> </p><p>A TV channel re-running Star Wars versus a vegetarian restaurant. A </p><p>contemporary use of 'outdoor' versus a traditional, printed poster </p><p>campaign. </p><p><BR><BR> </p><p>A juicy brief versus a juicy brief (or should that be a juicy </p><p>steak?). </p><p><BR><BR> </p><p>Tough choice this one and at the end of the day the jury sat firmly on </p><p>the fence, awarding both a Silver. Although I would argue that nothing </p><p>comes close to 'Light-sabre' as an individual poster; it just goes to </p><p>show that it takes more than one standout piece in a campaign to </p><p>clean-up. </p><p><BR><BR> </p><p>This Transport Safety Authority work is really well thought out. Placed </p><p>in the 'Auto Trader' magazine for second-hand cars, it depicts car </p><p>wrecks and describes how they became. It may not have cost that much to </p><p>do and it may not have the production values of other magazine ads but </p><p>it sure is fresh thinking. </p><p><BR><BR> </p><p>TV/Cinema campaigns and YoungGuns of the Year Award winner Guy </p><p>Shelmerdine and Grant Holland of Cliff Freeman & Partners New York </p><p>deserve it. Not one or two but the all-elusive three - well written, </p><p>well made and damn funny. </p><p><BR><BR> </p><p>Very rarely do we see a campaign where all three spots measure up. (Some </p><p>get there by having about 10 ads to start with, from which it's possible </p><p>to get three or four good ones. Others have more than one team </p><p>contributing.) </p><p><BR><BR> </p><p>These guys have proved that they're mature beyond their years in terms </p><p>of ability. Although, obviously not in terms of having a laugh. </p><p><BR><BR> </p><p>2001 YoungGuns International Advertising Award </p><p><BR><BR> </p><p>Malcolm Poynton, executive creative director, Saatchi & Saatchi Sydney </p><p>and 2001 YoungGuns Jury member </p><p><BR><BR> </p><p>GOLD (Consumer Magazines) </p><p>"Rear View Mirror" - Young & Rubicam Chicago </p><p>Art Director: Tohru Oyasu </p><p>Copywriter: Tohru Oyasu </p><p>Creative Director: Jon Wyville </p><p>Art Director: Jon Wyville </p><p>Copywriter: Jon Wyville </p><p>Photographer: Heimo </p><p>Client: Nascar </p><p>SILVER (Consumer Magazines) </p><p>"Mitsubishi Montero - Surprise" - DDB Argentina </p><p>Art Director: Javier Lourenco </p><p>Copywriter: Gaston Bigio </p><p>Creative Directors: S. de Bianchetti, R. Figueroa Reyes, </p><p>M. Kopelowicz </p><p>Photographer: Charly Mainardi </p><p>Retoucher: Charly Mainardi </p><p>Client: Alfacar </p><p>WINNER (Bottom Drawer Ideas) </p><p>"Run 2" - Ratto BBDO Argentina </p><p>Art Director: Bruno Tortolano </p><p>Copywriter: Joaquin Cubria </p><p>Creative Directors: Carlos Perez, J.M Ricciarelli </p><p>Client: Nike </p><p>SILVER (Outdoor Campaigns) </p><p>"Light sabre metrolite, Xwing bus back, R2 D2 Bin" - Colenso BBDO </p><p>Auckland </p><p>Art Directors: Josh Robbins, Leon Wilson </p><p>Copywriters: Natalie Knight, Lucien Law </p><p>Creative Director: Mike O'Sullivan </p><p>Photographer: Stephen Roke </p><p>Retoucher: Jacko van Deventer </p><p>Client: TV3 Networks </p><p>SILVER (Outdoor Campaigns) </p><p>"Fawn, Piglet, Lambkin, Chicken" - Xynias, Wetzel, Von Bueren </p><p>Germany </p><p>Art Director: Chris Mayrhofer </p><p>Copywriter: Chris Mayrhofer </p><p>Creative Director: Matthias Wetzel </p><p>Client: Prinz Myshkin - The Vegetarian Restaurant </p><p>SILVER (Consumer Magazine Campaigns) </p><p>"Auto Trader campaign" - Clemenger BBDO Wellington </p><p>Art Director: Josh Lancaster </p><p>Copywriter: Jamie Hitchcock </p><p>Creative Director: Philip Andrew </p><p>Client: Land Transport Safety Authority </p><p>YoungGuns of the Year Award & GOLD (TV campaigns less than </p><p>30 seconds) </p><p>"Musical Inspiration, Starters Block, Don't Walk" - Cliff Freeman & </p><p>Partners, New York </p><p>Art Director: Guy Shelmerdine </p><p>Copywriter: Grant Holland </p><p>Agency Producers: Nick Felder (Musical Inspiration), Natalie Ross </p><p>(Starters Block), Matt Bijarchi (Don't Walk) </p><p>Production Companies: HKM (Musical Inspiration), Partizan (Starters </p><p>Block, Don't Walk) </p><p>Directors: Mike Mills (Musical Inspiration), Traktor (Starters </p><p>Block, Don't Walk) </p><p>Editors: Gavin Cutler @ Mackenzie Cutler (Musical Inspiration), </p><p>Dick Gordon @ Mad River (Starters Block, Don't Walk) </p><p>Client: Finish Line </p><p><BR><BR> </p>

by | 12/07/2001