Source: The Drum
A team from Grey London was crowned the winner of YouTube and D&AD’s Film Hack challenge, sweeping both the judges’ and Google metrics’ boards with an irreverent spot.
Grey was placed against fellow agencies BBH, J. Walter Thompson and Ogilvy to devise a TrueView ad that would inspire more young people to enter the creative industries – one of D&AD’s key missions.
The winning entry was entitled ‘You already do it. Get paid to it’. In a colourful, quirky style, the spot explained to young people that if they ‘take dick pics’, ‘write witty notes’ or ‘film weird stuff’, they should click on a link to D&AD’s New Blood Hub to find out how to make a career out of their eccentric habits.
The annual Film Hack, which Grey also won back in 2014, has been devised by YouTube to show the marketing world how the platform can be used as an effective advertising tool.
This year saw a twist to the judging process. A panel, comprising The Drum’s Stephen Leptiak, D&AD president Andy Sandoz, founder of Great Guns Laura Gregory and Martin Stirling, director of Partizan Films, marked entries on their creative merit. In a first for Film Hack, the scores were added to a number of efficacy metrics monitored by Google – including viewers’ recall of the D&AD brand and ad completion.
Other ads entered were J. Walter Thompson’s ‘The Creative Chipper’…
BBH’s ‘Start your creative career’…
And Oglivy’s ‘The world’s first thread sourced ad’…
