The April Ri Fiver: a winner from the public sector

The jury was split, but there was a big majority in favour of a clever idea targeting a very specific audience.

Two entries caught the attention of the jury this month.  There was good support for the National Trust (ThirtyThree) microsite:

The April Ri Fiver, however, goes to Surrey County Council (TMP Worldwide) by a clear and substantial majority.  Serendipity perhaps that the perfect book was available to distribute to a captive audience (no pun intended).  Yet a triumph for good thinking and a fine example of how straightforward projects can be turned into award winners.


“Really original,” commented freelance art director Ed Collingwood.  “An elegant, perfectly targeted idea” (freelance writer Richard Marsden).   “Direct marketing is not used nearly enough in recruitment communications and this campaign shows it can be creative and cost-effective” (freelance writer Phil Woodford).  “Cost-effective, thoughtful, compelling and creative” (Noel Thomas, creative director at Penna).  “A really inventive way to reach a small audience” (freelance writer Deny Coughlan).  “They pushed it further than just doing a bookmark.  They thought about the book it was to be placed in.  It’s this desire to make a good idea brilliant that produces awards-worthy results” (Pink Squid founder Nicola Freeman).

Our congratulations go to TMP Worldwide and Surrey County Council, who win the Ri Fiver for April.  Commiserations to ThirtyThree and the National Trust.  Thanks to all who entered.  And in case you haven't already done so, there's still time (just) to enter the May competition.  The deadline for entries is Thursday 2nd June at midnight.  All entries must be accompanied by an entry form – click here.  For further details click here.

Saturday, 30 April 2011

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(Showing 1 - 7 of 7)

The Rational Thrust Date: Jun 1, 2011

Although rather lovely to look at, the idea behind the National Trust website does remind me of an independent photography project called "Looking into the Past" that was set up by an American artist called Jason Powell a couple of years back. Have a click on this link (or just try googling the name) and you'll see what I mean, right down to the hand in shot. Spooky coincidence!

Anonymous Date: Jun 1, 2011

Consumer advertising is renowned for, er, ‘borrowing’ original creative ideas from obscure (and in some cases not so obscure) artists and performers, as any regular reader of Private Eye’s ‘Ad Nauseam’ feature will know only too well. And in a post-modernist landscape where everything’s just a click away via Google or YouTube, it’s a trend that’s likely to be replicated in recruitment too.

Anonymous Date: Jun 2, 2011

A bookmark? Creative? Innovative? Original? Targeted? I sense a very strong whiff of irony here... Anon-an-on-and-on-and-on

Rachel Sykes Date: Jun 2, 2011

The campaign was to recruit prison librarians, the bookmarks were placed in a prison librarian's autobiograpy, and the books were sent directly to librarians. I'd say that was pretty targeted.

Anonymous Date: Jun 3, 2011

So now, you get a price for talking to the target audience... I'm underwhelmed

Richard Marsden Date: Jun 6, 2011

It's not the bookmark that won it, anonydoofus. Do try to keep up.

Anonymous Date: Jun 8, 2011

Silly me. Got it now. It's actually really, really clever...

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