The noughties' final Fiver

The aia art director Ilinca Dumitrescu and TMPW writer Charli Matthews judged the final Ri Fiver of the year - and of the decade - and here's their verdict.

"It's minus three outside, the threat of snow has been all the news channels can chirp about, but we are tucked away in a little pub, hoping to get hot and heavy over this month's Ri5 entries.

So, without further waffle, here they are.

In at number six we have Kent County Council with this ad to attract teachers. Whilst we felt this might catch the eye of a teacher perusing the TES, we weren't so sure it'd stop them turning the page. The lack of headline is bold, but we don't think it works here. The copy is compelling but we were too distracted by the slightly scary plasticine girl to give it the attention it deserves.

Number five. The headline is bold, direct and confrontational, perfect for attracting the bold, direct nurses, who aren't afraid of confrontation, that Central London Community Healthcare is looking for. The visual we felt was perhaps a bit obvious and could have been more hard-hitting. And if we were being pernickety, we'd say the copy could have been better set.

Number four. It was refreshing not to see a stock shot and instead get an original illustration. We also liked the interactivity of this tidy little banner. The headline did the job. And all in all we thought it all worked. It just didn't set our world on fire, hence its position at number four.

Number three. This was the sort of brief we felt we'd like to get. There was the chance here to do something really arresting and different. This ad gets close. The idea is spot on and the headline is right. But as we were looking at the ad we couldn't help but think there must have been a tight deadline and maybe a lack of budget, because visually, it feels rushed. That said, for a nurse who might not have considered working in an environment like Wormwood Scrubs before, we believe this ad would get them thinking.

Number two. This was an ad that gave us a warm and fuzzy feeling. In a world where we hear so much about poor levels of care for the elderly and even abuse, it was nice to see an ad that reminded people that the residents of care homes are, well... people.

The headline works well and gives the ad real personality. It was good to see that after crafting that lengthy headline, the writer hadn't got lazy with the body copy. We're assuming that the image is a result of an all too common visit to Getty (other image libraries are available), however the image simply has to work to support the headline, which it does.

So, on to the top spot. It may have been the red wine that rosied our cheeks, but let's say it was this winning ad for Manchester Police. We can't fault the art direction. The copy might not be massively inspiring, but it's fit for purpose. This was the ad that ignited the least debate and achieved the most agreement. The reasons? It's straightforward. It's simple. It works."

Congratulations go once more to Tribal Resourcing who win yet another Ri Fiver - their fifth triumph of 2009 - and, of course, to the Greater Manchester Police.  Thanks and commiserations to everyone else who entered.  And thanks too to our judges, Charli and Ilinca, for overcoming all manner of seasonal challenges to deliver their decision on time. 

We look forward to seeing everyone at the presentation on 1st February at Savoy Place, when all 2009 judges will vote to decide the winner of the Ri High Fiver - the best work of the year.  The evening is free of charge but full of fun, food and drink.  Invitations will be sent shortly - contact to make sure you're on the list.

Closing date for the January 2010 Ri Fiver will also be 1st February, at midnight.  Entries please to - 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 ( 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;

Thursday, 31 December 2009

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