Ri Fiver – the April winner

The four very different entries that made up this month's shortlist gave the judges plenty to think about and drew lots of positive comment.  There was a clear winner for CDs Andy Holden of WDAD and Craig Robinson of TMPW however and the name had a familiar ring ...

"We came to the conclusion that there are four types of creative involved in the entries for this month's fiver.

First up, the Graphic Designer. The RAC is arguably a blokey, spanners and overalls kind of company. This, however, is a feminine, colourful vibrant piece of work. Not much in the way of a concept, but you can't argue about the detail and the crafting. We want to shake the writer's hand too 'Self employed, commission only, jobs this rewarding are rare indeed'. How true. Our socks are still on, but we bet it worked. 

Next we have the slightly mad, off the wall creative who you give briefs to when there's no risk (you are the client) and you want something peculiar. We've been doing this job a while now and we've never seen the like. Outside of the armed forces and the police we haven't seen many shotguns in ads. There are lots of shortcomings here, but we both had an urge to 'Call Lee Thompson' and ask him what the hell's going on so I guess 'our socks are still on, but we bet it worked'.

Now we have the Creative Director (or future CD) being a brand guardian for Orange. You cannot argue with this work. Slick, bang on brand (and that is both its strength and perceived weakness) and conveys a load of info in a friendly warm way. Very Orange. Only that's why we weren't excited. No real evidence of our industry's involvement. I'm sure candidates loved the experience. And that's really what it's all about. Great stuff. Our socks are still on, but we bet it worked. 

And so onto our winner. The big thinker with great ideas who doesn't really like the detail. This work is a winner from (almost) every angle. We debated this for a while - does it say anything clearly enough (anti crime and recruitment in one, or neither)? Does it look like a blown up rec-ad?  Does it look weird when you're not stood where the photographer is stood? But you know what, despite all the things we'd do differently, all the nitpicking, we're pretty convinced that people would stop and, importantly, read it. So, one last time, our socks are still just about on, but we bet it worked a treat. Creatively speaking (and that's what these awards are all about) it works the hardest.

We're off to hunt down the bloke in the Five by Five ad and ask him out for a cup of rosie lee and a chocolate hob nob."

So once again, congratulations go to Bernard Hodes and Hertfordshire Constabulary for winning yet another Ri Fiver.  Commiserations to LawtonWare (Five by Five) and TCS (Orange and RAC) who came close.   And thanks to everyone who entered.

Closing date for entries for the May Ri Fiver will be midnight on Monday, 1st June 2009.  Bernard Hodes cannot win this time because CD Andy Rigden is a judge; he will be joined by freelance art director Gill Sales.  Entries please to awards@ri5.co.uk - it's free and simple to enter - click here for details.

And finally, a message from our sponsors:

The Institution of Engineering & Technology, Europe's largest engineering body, is proud to be the sponsor of the Ri Fivers and the IET Prize 2009 - recognising true excellence in recruitment communication.

IET Recruitment Media provides online, print and sponsorship talent solutions for recruiters in engineering and technology.

The IET publishes three key offline recruitment titles - Engineering & Technology, IET Student and Young Professional Magazine and IET Engineering & Technology Career Guide along with the IET hosted job board Engineering & Technology Jobs (www.theiet.org/jobs). IET Recruitment Media also offer recruiters sponsorship opportunities for The Young Women Engineer of the Year Award as well as the IET Ambition and Achievement Awards.  Contact: +44 (0)1438 767228; recruitadvertising@theiet.org

Thursday, 30 April 2009

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