Why do we give awards to students for ideas that will never happen/are ridiculous? Netflix will never make an ad unit on their app, that would sell you Burger King burgers when burgers appear in movies or shows. That's just stupid. How did this win? What am I missing?
https://www.dandad.org/awards/new-blood/2020/burger-king/3628/grubtitles/
Students should be pushing the boundaries and writing ideas that probably wouldn’t get bought. That’s how we push forward. It’s about possibilities. And the insight here is good - seeing someone eating an amazing burger makes you want one. A good student book should make you question everything you think you know.
Dude....get well soon.
If you can order pizza by tweeting a pizza emoji, not sure why this couldn’t come to life as a promotion. I agree that the participation on Netflix’s end is a stretch, but wouldn’t you rather have to reign an idea in than have to ask for more/bigger? We have the rest of our careers to be concerned with the realities of client mandates and budgets. Student work should be unbridled creativity and strategy.
I'm going to sell this in to my client tomorrow and get it produced, just so OP can eat a bag.
Someone's mad they didn't win 🤔
Lol the amount of likes is so telling.
Have you guys ever heard of the O1 visa? The only way an international creative/student can work in the USA. Can only be qualified for when you win awards. So saying student awards aren’t necessary is just a one sided pov, without knowing all aspects of it. Moreover ccos, ecds or cds saying oh! Young creatives shouldn’t submit or focus on awards is just hypocritical, especially when you have sipped rose at cannes and won and now sour when someone younger, starry eyed wants to participate and create for it. But i agree with most of you that even student ideas should make sense for the brand and its consumers. Should solve a business problem or get PR in the least. But the reason they are ‘students’ is because they’re in the process of being sculpted into professional creatives. And that requires letting them think in every possible way. I do agree they can be mentored to keep these things in mind. But when u think of laser etching a brand logo on the moon, maybe you can come close to creating the 2.0 of Redbull Stratosphere campaign. Imagine the deck for Droga’s ecko campaign where he spray paints airforce one? Imagine for McWhopper or for any idea that the industry celebrates now. Would it be possible to fly if we critiqued wright bros to stick to the ground? Young creatives need to be dreamers first. The CDs are there to carve them and ground them. But lets work together to help fix the problem that bothers you and mentor student or young creatives. You will be surprised how many there are waiting for your guidance. :) Because good creatives/leaders may just critique. But great creatives/leaders guide others to build great work. Love to all.
People are repeatedly trying to tell you that it’s good because it’s pushing the boundaries of what is possible. Swinging for the fences is what pushes the industry forward.
Personally I don’t love the work because I’m tired of student work relying on partnerships with Netflix and Uber. But I’ll take this over another piece of spec print for a condom brand any day.
Yes. It was.
If we know it's already feasible, it probably has been done before. Guys. Let's remember we're in this industry to innovate. To push the boundaries of what can be done. I see NOTHING STUPID about this idea. And also, I'd also love to see a "director" talking with more respect. Calling student work stupid it's almost as having an MLB player shitting on the success of a juvenile league. I LOVE this idea. KUDOS to the brilliant team who came up with it.
Agreed.
It isn’t a “best hypothetical campaign to nail approval from media + business affairs + real clients” competition, it’s a creativity competition.
I'd rather have this student than director OP as my ECD :)
Clearly there's some debate about what sorts of ideas should win student awards.
But after watching it, there's clearly a lot of work behind the presentation and design of the case film. Isn't that worth something too? Learning to lay out a concept in steps that are easy to follow, and keeping a bored client's attention long enough to get it across is a skill worth learning. If anything, this deserves an award for good presentation design.
What if we built a giant laser and sculpted a burger out of the moon?
@VP yes. Case Studyvertising, scourge of the late 2010s.
This is a huge pet peeve of mine, the whole “lets show them some thinking” — ideas that are impossible in one way or another (budgets, schedule, and my personal favorite, the “let’s become a whole different kind of business and make a whole different product”). A student award just teaches young creatives that this is part of the job...and indeed it is, with some CDs at some places.
I call it a giant waste of time. But at some places, theres this idea of a whole second stream of work—ideas you show to impress your CD that you’re some kind of thought leader....in addition to anything the client asked for, budgeted for, or will happen.
@VP one jillion percent. And dont forget partner with uber 🤣
OLD MAN YELLS AT C̶L̶O̶U̶D̶ AWARDS
"freelance creative problem solver"
So what’s the value of an award? It increases your value and you use it to prospect for a better job, better clients, better opportunities. The point of awards isn’t about recognition of great work you did, or even if it sees the light of day, that’s all just the set-up. It’s a huge self-promotion vehicle. And I’m ok with that, I have won a shelf load of hardware, I know the game. I think we can appreciate that interns have more need of self promotion than CD’s with a portfolio crammed with great work, so I have no problem with interns getting awards.
And it's tired ECDs who think this is good, that gives these juniors opportunities to become just like the tired ECDs... And the cycle continues.
Sounds like you hate fun
You work at Facebook.
Rising Star
Really well produced. If anything it’s a good idea and sells it well.
So if it was Hulu it would be okay?
I cannot recall the brand, but a beer brand worked with a PPV company to sell you beer through your remote when you bought a game. Beer delivered to your door, in team custom cans, within the hour. Not that far off.
That idea took home titanium in the “Teenagers in the 7-11 parking lot trying to buy beer illegally-ies”
Frankly I hope Netflix never does that. I'll definitely die young.
Speculative fiction
Why is that idea ridiculous? Who knows if Netflix would ever make it? They've always had hidden add-ons and secret codes that modify their platform. Tech is changing at the speed of light so who knows what could be possible by the time these fledgling creatives are working in the industry? Let's not discourage them before they've even been hired.
Sure, that’s the basic argument in favor: “Why not, who knows, push boundaries, someone will figure it out, go for it, swing for the fences, be pure, its about the idea, dont ask questions, its just theoretical anyway, think big, etc....”
The argument against being: “think it through, dont waste everybody’s time, its not a good idea if it cant get made, what does this have to do with anything, would anybody really do this, etc...”
There are good arguments from both sides on this thread. Yes its about students getting jobs—in the end, potential bosses and agencies would feel differently about it (and neither ones right or wrong)—Im sure theyll find someplace that says “thinking like this” is exactly what theyre looking for. While others (me for instance) would see it as a big wank.