attended the award presentation with my colleague today at Shangri-La hotel. Sadly, we were only nominated as a finalist for one of the campaigns we did last year.
most of the advertisers and agencies who won didnt really have anything fantastic but oh well, its the EFFIES we're talking about so the campaign just have to be EFFECTIVE and not CREATIVE. i mean at the end of the day, as long as youve got a big budget, you more or less have better choices of medium and media vehicles to choose from, so naturally the chances of it being effective will definitely be higher isnt it? thats why i think prob only the big boys in the advertising industry will have a shot at this. but i must saying after seeing the EFFIES award for Australia, i think Singapore has lots to catch up on in terms of the quality of the ads. maybe bcos Singaporean clients are still quite conservative i guess.
this Dove Evolution ad was probably one of my favourite and the only few which i think managed to deliver their message in both an effective and creative manner. enjoy. =)
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