Ri Fiver: the July winner

The Gate in Farringdon hosted the Ri Fiver judging this month.  Anthony Richards, a senior writer at aia, and Martin Homent, London creative director for Euro RSCG Riley, had a small and varied selection of entries to consider, and here are their conclusions:

Third - KPMG

Martin:  Being a child of the 80s I actually quite like a bit of gaming, so was intrigued by this 'mini mind workout' from KPMG. It's something that many people have tried to do before, but I had high hopes with some nice visuals and the fact it didn't seem to be a multiple choice quiz dressed up in gameshow clothing. I really enjoyed the first part of it, but then felt it ran out of steam fairly quickly and before I knew it, I was being asked for my details. If the purpose was to show the 'fun' side of KPMG - then none of the games lived up to the first. I also think the maths and capital cities were a little easy for any potential target audience.

Anthony:  I think the main thing to be said for this piece is that it has the potential to appeal to people's competitive spirit and inner geek. Whether the latter is a good or a bad thing in response terms is debatable. My main problem with it is that it doesn't challenge the staid perception of professional services firms as it purports to do in the accompanying blurb. If anything, it reinforces it. That being said, it's an ok way to while away a few minutes but, as Martin points out, I don't think the content is going to trouble - or engage - the brighter students it should be targeting.


Second - London Ambulance Service

Martin:  From the 5 entries, I believe this deserves a mention. I've seen the idea many times before (and always think 'radio ad'). The punchline doesn't deliver enough punch for me and strapline is too motherly in tone when conveying what the Ambulance Service do . However, for an advert which is full of type. Lots of type. The art director has clearly put some thought into it - something which we don't see enough of but is very important when budgets for imagery are a luxury. Good to see an art director not trying to put all their efforts into an image.

Anthony: This idea would've been far more suited to radio. It takes a well-trodden path which makes a good attempt at putting across the pressurised environment in which ambulance staff work. But it's just a bit ploddy and stilted as a press ad whereas radio would've brought it to life a bit more and given it some edge. Sound idea, wrong medium.


First - NHS Barking & Dagenham

Martin: I have mixed views on this but admire it for taking a client into an unfamiliar area. Ok, loads of people have done YouTube videos, but most of these roles are still being advertised in quarter page borderstyles. I like the simplicity of the video and also the sound effects work well - I'm just not convinced it gives me a strong enough reason to join Barking & Dagenham. I'm also not sure that a gag about a football team is right for the audience. That being said, I hope it's the first step into breaking out of the comfortable and traditional. And that goes for everyone.

Anthony: All things considered, I think it's a worthy winner. I take Martin's point about it not doing enough to differentiate Barking & Dagenham from other potential employers. But maybe the fact the Trust is doing something other than a borderstyle press ad goes some way to address this. The rationale mentions some directional press advertising which I'd like to have seen as this would obviously play a big part in whether or not it succeeds. But, all in all, it stands up well - particularly in an area of recruitment that doesn't appear to take many chances. 


Our thanks to Martin Homent and Anthony Richards for judging, and our congratulations to Tribal and client NHS Barking & Dagenham who win the Ri Fiver for July.  Commiserations to work and Bernard Hodes who came close, and thanks to everyone who entered. Closing date for entries for the August Ri Fiver will be midnight on Monday, 31st August 2009 (NB bank holiday).  Judges will be two distinguished freelance creatives, the art director Rob Walker and writer Deny Coughlan.  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

Friday, 31 July 2009

Share this article

Any questions? Any comments?

Your instant reactions to this article can be posted here. Use your own name or a nom de plume.

(Showing 1 - 12 of 12)

Ronnie Barkers Date: Aug 25, 2009

What an absolute joke - and what a waste of taxpayers' money. Take a quick trip to youtube. I just did (25th August) and I see that this winning entry has had a grand total of 188 hits. Yes, 188!!!! How much did it cost to produce???? A wonderful selection of media and cost effective spend rolled into one! As usual, it's the donkeys leading the sheep. 'We better do youtube because everyone else is'. Pah!

Anonymous Date: Aug 25, 2009

Does this mean you didnt win?

Ronnie Barkers Date: Aug 25, 2009

No - it means what it says. If I put an ad in the NT and only 188 people read it, I think I'd be out of a job. Forget the tired old 'sour grapes' gambit (yes, well done, very witty) - do the maths and go figure!

Anonymous Date: Aug 26, 2009

Surely its quality not quantity?

Anonymous Date: Aug 26, 2009

Anonymous has a point there, Ronnie Barkers. And while we're about it, I still haven't forgiven you for inflicting that bloody awful, puntastic 'four candles/fork handles' sketch on us all, you fusty old duffer.

Ronnie Barkers Date: Aug 27, 2009

Well I have to say I think I'm likely to glean a higher level of quality if several tens of thousands see my ad (if it were in NT) rather than just 188! I take your point but don't agree and certainly don't think this justifies the media spend and selection for one second. How about 'Four candles - for a new year, new career'. Any better?

Anonymous Date: Aug 27, 2009

Agree with Ron. Plus, you plough through to the end of the damn thing and there's the response URL. Of course, there's no way to copy and paste so you have to type www.bdpct.nhs.uk/vacancies into your browser, only to get a PAGE NOT FOUND. If you're lucky you'll work out that it needs an extra / on the end. I wonder how much this cost to produce too.

Anonymous Date: Aug 27, 2009

Get a life people - move on.

Peter Andre Date: Aug 28, 2009

Kind of agree with Ronnie on this one. 188 people (including everyone from the agency and client who looked at it) is a pretty poor ROI no matter how you cut your lunch.

Anonymous Date: Aug 29, 2009

Pete, that's the kinda comment I'd expect from you - that's why I left you sweetie, no depth you shallow fool.

Anonymous Date: Sep 7, 2009

No wonder the NHS is strapped for cash. Get a life? They could have saved one with the money blown on overkilling this particular baby.

Billy Bragg Date: Sep 8, 2009

I enjoyed watching it and it's nicely (yet cheaply) done. But the judges have it right: it doesn't differentiate Heath Visiting in Barking and Dagenham and therefore fails as a concept. The problem with YouTube (vs hosting this elsewhere) is that when we *do* find out about Dag'n'Barkin' it's from the Related Videos - 'BNP Party Election Broadcast 2009' and 'Is Barking better than East Ham' (ah, that old chestnut). Is it wrong to wish on space hardware?

Please log in to make a comment

Already registered?

Haven't registered?

Register for FREE - it only takes a couple of minutes

Not registered? Click here.