The June Ri Fiver:
24ct creative

"One of the great things about being a creative is that you can hang out in bars and still claim to be working. The same rules apply to Fiver judges. We headed for the Pitcher & Piano at Bank, but realised it was only 11am.  As both of us believe on principle that alcohol should never be imbibed before 11.30, we stuck to a couple of strong coffees (Phil) and some refreshing lemonade and lime (Bonita).  This means that we were stone-cold sober when we deliberated and hope that this is reflected in the quality of this month's decision-making.

There tend to be two sides to every impressive piece of creative work: a strong idea, on the one hand, and an accomplished execution on the other.  If we're honest about June's entries, most were strong on one element or the other, but perhaps didn't always deliver on both counts.


The bronze medal on this occasion goes to T-Mobile for a recruitment pack which has been distributed to managers in stores. It contains posters aimed at attracting Sales Consultants, with headlines that celebrate the flexibility of the roles and the fact that you can fit them in around your other priorities in life. 

We liked the effort that had been taken in setting up the visuals, but wondered a little about the profile of the audience the phone giant was targeting.  If we take the images at face value, their future shop recruits are currently playing tennis and badminton before heading off for a spot of orienteering with a map and a pair of binoculars. 


There may be a bit of flak over our choice for Silver: Prior's Court School.  They specialise in teaching pupils with autism and severe learning difficulties and have created a two-part ad for a professional title which is designed to recruit a Therapy Manager .  Why the anticipated criticism?  Well, the ad probably doesn't break new creative ground and it isn't based on an entirely original concept. But it's been well executed, ticks all the boxes and undoubtedly stands out in the specialist publication it's designed for.  Crucially, it's a brave step for an organisation which has never previously done more than run a very straightforward local press ad.  Bonita and Phil reckon there's a forward-thinking account handler involved somewhere along the line here.  And we feel these folk need the occasional slap on the back from their creative colleagues. Just occasional, mind.  (One thought for an improvement: a reworking of the two-part headline to end on a more positive note, particularly given the downbeat nature of the visual.)


Finally, there's Logica's ‘Golden Ticket' which is promoting an unusual training scheme to school leavers.  Everyone on the programme gets to study for a sponsored Business Management degree. In the rationale supplied for the Fivers, a parallel is drawn with the golden ticket in Charlie and the Chocolate Factory.  But surely this was something that Charlie Bucket won purely by chance?  If we're being pedantic, there are also some confusions in the copy and visuals as to whether we're at a magical factory, a fairground (‘roll up, roll up') or the circus.  All that said - and we wouldn't be doing our job properly if we didn't give a little stick along with the carat - we feel that this entry was the most rounded of those submitted.  It conveys a genuine sense of excitement about the role and works across a range of different media: ads, posters, some pretty glamorous direct mail and the web.  As Reader's Digest veteran Bonita can testify, a splash of gold works wonders in terms of creating allure and mystique.  So we're delighted to doff Willy Wonka's cap to the team responsible."

 


Our thanks go to art director Bonita Enright and writer Phil Woodford for judging, and our congratulations to ThirtyThree and Logica, who will be presented with the June Ri Fiver, at the IET's wonderful Riverside Room on 14th September, 2009.  The others on the podium were Wave RM (Prior's Court School) and ThirtyThree (T-Mobile) - commiserations all round.  And our thanks to everyone who entered.

Closing date for entries for the July Ri Fiver will be midnight on Friday, 31st July 2009.  Judges TBA.  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

Tuesday, 30 June 2009

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