The first Fiver of 2009

The first Fiver of 2009

At last our judges were able to meet and reach a decision.  Henry Davies, client partner at Work Group, and Duncan James, joint creative director at EuroRSCG-Riley, met at The Castle and worked out that the occasion marked the 15-year anniversary of when they first worked together. (Aahh.)

Had time been kind?  Today Henry is quite a few pounds heavier, Duncs quite a few stone lighter.  Duncs has lost the mane on his head, while Henry has grown one on his chin.  Henry has ditched the glasses, Duncs has gained a pair.  Duncs gets better with age, Henry...well, you get the point.

What about the quality of the work on show?  Could the class of 2009 hold a marker pen up to those of 1994?  The January Ri Fiver seemed like the creative department on a Friday afternoon: not too lively.  Yet there were some nice pieces on show.  Nothing standout, perhaps, but nice all the same.

Just for your pleasure, the judges suggest some musical accompaniment from 1994 for their top four:

[Take That - Everything Changes]

In at number 4 is AWE.  Nicely crafted, but it's just that we've seen this kind of thing (map of Britain made out of stuff) before.  Nice, but no Trident missile.  And the first line of the copy did make us laugh. ‘No one takes the defence of the nation lightly.  Least of all us.' - thank goodness for that!

 [Coolio - Fantastic Journey]

Number 3 is the British Antarctic Survey. A good tactical idea (albeit in February - special dispensation from Ri5 before you email in). But the 'coolest jobs'? Please.

 [Mariah Carey - Without You]

Number 2 is Oxfam.  The headline is interesting but still has the strong campaigning tone that is Oxfam.  Without all that copy and the reference numbers (?), could it have gone to number one?

[Wet Wet Wet - Love Is All Around]

And the winner?  The DVLA.  It's striking, with a little bit of humour and not a car in sight.  But still, a few things worried us.  Shot entirely against a blue sky seemed like an easy option.  And like so many pieces of work, the copy fits into a band at the top.  Having said all that, it was a worthy winner.

And as we hand over to the February judges, we leave you with one of the hottest hits of 1994.  It's D:Ream and Things Can Only Get Better.

Thanks to Henry and Duncs for their efforts.  And congratulations to Tribal and the DVLA for winning the Ri Fiver for January, 2009.  Thanks and commiserations to those who came close and, indeed, to everyone who entered.

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 February Ri Fiver will be midnight on Monday 2nd March 2009.  Our judges for the second competition of the year will be writer Jon Dobinson, founder of Other Creative, and Dan Gregory, who is head of art at Tribal Resourcing.

Saturday, 31 January 2009

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