The April Ri Fiver: a bumper entry and a scrumptious winner

The judges for the April Ri Fiver were Martin Rimmer of aia and Noel Thomas of TCS.  Neither has a writing background and so they decided to present their decisions and comments graphically.  They selected four advertisements from one of the largest selections the Ri Fivers has ever seen.  The ideas behind all four were winners, but the runners-up all had blemishes and the winner didn't.  In time-honoured tradition, we present the result in reverse order.

In fourth place is dstl with part of an online/offline campaign for Sensors and Countermeasures specialists.  The judges liked the idea, but had some reservations about the execution.


In third place, is Nestlé and its ad for "modern apprenticeships in engineering".  The judges loved the idea, but felt that the art direction left something to be desired.

The runner-up is an outdoor element of an integrated campaign for Herts Constabulary, designed to highlight the community spirit of people who become voluntary police officers. The work appeared on local railway stations and again the judges loved the idea but had some questions about the execution.

And so to the winner: Selfridges' mouth-watering ad in The Grocer for a confectionery buyer.  (Ri5 disclaims all responsibility for the appearance of Chad; purists can see the unadulterated advertisement in the Ri Fivers Winners' Gallery.


Ri5 thanks all who entered and congratulates ThirtyThree and its client, Selfridges, who win the Ri Fiver for April 2008. Commiserations to Work Communications, Bernard Hodes Group and Stafford Long for coming close, and thanks to everyone else who entered. And thanks too to our judges, Martin Rimmer of aia and Noel Thomas of TCS.

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 ( ).

Closing date for entries for the May Ri Fiver will be Monday, 2nd June at midnight.  Andy Holden of WDAD and Mark Fones of TMP Worldwide have agreed to judge.

Wednesday, 30 April 2008

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