Steve Hatch, MD of Mediaedge:cia, chooses Barclaycardcreate as the winner of our first 'Planner’s Favourite'
This guest post was written by Steve Hatch, MD of Mediaedge:cia. Each month we will be asking a respected Planner from the media industry to judge a selection of campaigns that are running on our platforms. This month we have 3 fantastic YouTube campaigns from T-Mobile, Barclaycard and Sony PlayStation, read about them here. Many thanks to Steve for being a great judge, you can read his verdict below. - Ed.
Thanks YouTube for this tough gig, as the agency for Nintendo, Orange and Visa I’m going to have to be at my most partisan judging Sony, T Mobile and Barclaycard. On top of that they’ve made it doubly hard by all three of them being very good indeed. All in their own way are fine examples of how we as an industry are getting to grips with multi layered communications.
For me whilst I like the PSP work represented here its having to work very hard to overcome what at its heart is a bland idea with Your World Your PSP. Great use of the channel and a worthy third place but partly hamstrung from the start. Which leaves T-Mobile lifesforsharing and Barclaycardcreate.
A battle between head (oh my god look at the numbers, I mean 8.1m views! and they can’t all work in marketing) and heart (yeah but these guys made an 8bit retro game version of a waterslide as a homage). Between corporate slick (really, that TMobile channel has production values that would make Simon Cowel blush) and the home grown empathy. Between the superficially alluring (I like Kelly Brook as much as the next guy but doing the T Mobile dance?) and authentic creativity.
Any right thinking person would of course go with the head, let me remind you 8.1M views, over the heart but not today... Whilst the T-mobile channel is fun and obviously extends the reach of the campaign it still feels rooted in the world of TV and exactly what Logie Baird had in mind when he legged it down the patent office. Barclaycardcreate is different, though born in TV, it feels organic and home grown, its exactly what Tim Berners-Lee had in mind when he invented the web, didn’t leg it down the patent office and instead gave us all a gift.
For me, in capturing the spirit of the web, the very worthy winner of the first YouTube award is barclaycardcreate from Walker media.