PRIVATE VIEW: Malcolm Poynton

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

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