Three out of the four Grand Prix awarded at this year’s Epica went to advertising work from the UK. The Epica D’Or winning projects included DDB London‘s Dog spot for the VW Polo in film, Lowe London‘s Shadows campaign for John Lewis in outdoor, and DDB London’s LoveHate campaign for Marmite Snacks in the press category. Absolut Machines from Great Works in Sweden won the top prize in the interactive section.
Al Murphy’s bold illustrations for the Marmite Snacks campaign won the jury over in the press category. Many of the judges praised the inventiveness of employing two ideas in one in a relatively static format and noted the success in transferring the concept of “loving” or “hating” a classic product to a printed medium.
Agency: DDB London.
Creative Director: Jeremy Craigen. Copywriters: Graeme Hall and Noah Regan. Art Directors: Noah Regan and Graeme Hall. Illustrator: Al Murphy.
Nadav Kander’s photographic talents were put to good use in Lowe London’s Shadows campaign for John Lewis, resulting in a series of elegant wide-format posters. While the influence of the work of artists Tim Noble and Sue Webster is undeniable (as reported on the CR blog, here) the art direction and construction involved in the posters were deemed a great success by the Epica jury.
Agency: Lowe London.
Creative Director: Ed Morris. Copywriter: George Prest. Art director: Johnny Leathers. Photographer: Nadav Kander. Typography: Dave Towers.
Director Noam Murro’s Dog spot for the VW Polo won the Grand Prix in the film category. Praised for its ability to stand up to repeated viewings (though not by the UK jury contingent who had clearly seen it one time too many), the film narrowly won over Nexus Productions’ epic (and in CR’s opinion, more inventive) Damn Boots commercial for Nomis football boots, directed by CR One to Watcher, Woof Wan-Bau.
Agency: DDB London.
Creative Director: Jeremy Craigen. Copywriter: Sam Oliver. Art director: Shishir Patel. Production company: Independent (London). Director: Noam Murro. Producers: Richard Packer (UK) and Jay Veal (USA). Agency producer: Lucy Westmore. Editor: Tim Thornton Allan (Marshall Street Editors).
In the interactive category, Sweden’s Great Work lived up to their name with a fantastic campaign for Absolut Vodka. The drinks company invited Dan Paluska and Jeff Lieberman of MIT, and Swedish design and engineering team Teenage Engineering to each design a machine capable of producing creative work.
Visitors to the Absolut Machines site were then invited to interact with the machines, physically situated in gallery spaces in Stockholm and New York, live from their browsers. Check out the archive section of absolut.com/absolutmachines for highlights of the project.
Agency: Great Works.
Creative directors: Ted Persson, Mathias Päres, Pontus Frankenstein, and Sebastien Vacherot. Copywriter: Mathias Päres. Art directors: Mathias Päres and Pontus Frankenstein. Photographers: Erik Hagman and Sesse Lind. Designers: Fredrik Karlsson and Mathias Päres.
After all the successful campaigns at this year’s Epica were totted up, DDB London had the most winning work, plus two Grand Prix, but it was DDB Germany that came out as the most successful agency in terms of total awards.
Germany in fact topped Epica’s country ranking for the fourth year in a row with 12 winners, 49 silver awards and 36 bronze.
More at epica-awards.com.