RBS: the toast of the town

September's Ri Fiver will hopefully bring a glimmer of sunshine into what must be dark days at RBS.  Read how judges Russ Hodgson from Stafford Long, and Nicola Scott and Manjoor Azizul of TMP, reached their decision in a dubious-sounding Farringdon bar.

"Oh, the credit crunch, the recession, the failing economy, this doom and this gloom....we needed more than the promise of judging some great work to cheer us up. We needed cocktails and we needed to drink them in a dingy bar called Tarts in Farringdon, perched upon seats of violet velvet.

So with mint leafs tickling our noses as we supped our cool mojitos, we spent a happy hour or two digesting this month's concoctions while trying not to burn any on the candles.

In at number three is an attention grabbing twisty straw of an ad for NFU mutual. We praised the use of space, the crafted, is-it-a-visual-is-it-a-headline and the considerate placement of the body copy and logo. The message should be one of reassurance in uncertain times but the overuse of farming puns in the copy are just too many olives in a dry martini for us to make this number one.

Another round and we're looking at our number two fav, the broccoli tree from Selfridges & Co. Ooo we all adore a good old visual twist. Concept-wise, it's a winner. But like a virgin pineapple thrust with extra cranberry nipple, it's lacking somewhat in spirit, and sense. The headline feels just a bit clumsy, the copy could've been more conceptual and the reflection? Maybe we're seeing double.

One for the road and a tipsy toast to our top banana - a lovely bit of print work for RBS Grads. We know the kiddie concept has been done before but we couldn't help but be charmed silly by the theme and impressed by the thought and craft that had gone into every single page - particularly when there are so many business areas and branding challenges to overcome. And just like a glow-in-the-dark fishbowl of an elbow in the boobs (look it up), it's ultimately refreshing; a brochure for a financial institution that doesn't feature pictures of snazzy buildings and people in suits. It certainly lifted our spirits. And in this current climate, we can all drink to that."

Ri5 sends thanks to all who entered and, of course, to judges Russ Hodgson from Stafford Long, and Nicola Scott and Manjoor Azizul of TMP.

Congratulations to ThirtyThree, who win the Ri Fiver for September, and to their client RBS.  Commiserations to those who came close - both entries, incidentally, also from ThirtyThree.

The Ri Fivers are sponsored by the Institution of Engineering and Technology (IET), one of the world's leading professional societies for the engineering and technology community. The IET publishes two key offline recruitment titles - Engineering & Technology and IET Student & Young Professional Magazine - and the website Engineering & Technology Jobs (www.theiet.org/jobs)

Closing date for entries for the October Ri Fiver will be midnight on Friday 31st October.  Two senior creatives will be judging the competition - copywriter Ben Walker of Tribal Resourcing, and freelance art director, Danny Butterazzi.

Tuesday, 30 September 2008

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