After an elaborate & commentative panel discussion, our Jr. Jurors have once again picked their own winners out the submitted work from a renowned award show in the creative industry. This time they let their fresh lights shine on the Dutch Creativity Awards 2022 & awarded them based on a culmination of several factors like: concept, execution & memorability.
TBWA\NEBOKO – The Silent Nightguard
Cloudfactory – Truly Destroyed
The Family Amsterdam – My Name Is Peter
Joris Dommels – Uiltje bier
INNOCEAN & Media.Monks – Bookcase of Tolerance
Ogilvy Social.Lab – Catch of The Day 2050
2basics – Readification
Klaas Verhoeven – Stoornis Symfonieen
180 Amsterdam – Keep Up With The Clicks
Rui Jun Luong – Guess Who? Asian Edition
Johan Kramer – Peter Schreyer Hyundai
BRONZE: The Silent Nightguard
Inspired by Home Alone where Kevin scares away the bad guys by creatively using the tv, TBWA\NEBOKO made a 5 hour long podcast with sounds of a Christmas dinner. You can play this podcast when you’re not home, to scare away people who want to break into your house. Even though the executions of the campaign were a bit hard to find, the idea charmed our judges and made them see the potential of the idea very well.
BRONZE: Truly Destroyed
When a limited edition series of destroyed-looking Balenciaga sneakers popped up, Cloudfactory decided to create their own limited editions. The only difference is that these shoes are truly destroyed, because they’ve been worn for months (in some cases years) by people living on the streets. Our judges were impressed by the concept. Especially because of the symbolism. It tapped into how the aesthetics of destroyed clothing is used in the high fashion world, while there are people for who destroyed clothing is an unwanted reality.
Our judges also loved that the idea had a donation mechanism in it. Because the junior judges think creating only awareness is not enough. With topics like this, creatives have to try to come up with solutions too.
BRONZE: Uiltje bier
Our judges have discussed something that the whole industry has been talking about the last couple of years. Does every piece of work have to have a very deep purpose? Is that the only reason we give out awards now? This piece led to that discussion, as it made our judges look to the essence of our jobs. The judges found this piece very funny and good in a more light hearted way than most of the other cases. It’s also not just empty fun. It uses the funny execution of nature documentaries and plays with human behaviour.
BRONZE: Stoornis Symfonieën
This piece made the judges discuss a bit, which might be the reason for it not climbing to a higher piece of metal. The judges loved the idea. Taking an illness or sickness and applying its symptoms to something else is a great mechanism. But haven’t we seen this before? Not exactly this execution, but that mechanism. We probably might have. Is that a bad thing? Probably not. Anything and everything is done anyway. In the end the judges appreciated the idea to apply it to music. Because there is literally a beat in music, and we expect that beat to sound a certain way. Just like we do with our hearts. But if it doesn’t sound that way, it gets our attention.
SILVER: My Name Is Peter
My name is Peter was appreciated by our judges for two reasons. The first reason being the simplicity and memorability of the insight. The topic is known for everyone, but this way of looking at the topic wasn’t seen by our judges before. The second reason is the immense reach the campaign had with a budget this low. That doesn’t happen too often.
SILVER: Guess Who? Asian Edition
Prejudices are casted on people without taking a single moment to stop and think about the things we as humans think or say. That’s why our judges appreciated this idea a lot. It creates a moment to face a person and to think about what you say and what the implications of it are. And doing this by creating a game, where people can interact in a friendly way is very effective.
GOLD: The Bookcase for Tolerance
The Bookcase for Tolerance was definitely the one as seen ‘the most layered’ by our judges. We have seen other projects with a purpose, with a great execution, or a great idea. But there haven’t been many where all of these come together. Our judges were very inspired by taking the story of Anne Frank and bringing that to today, in a time where all of us were locked into our rooms as well. It’s a very delicate story from multiple angles that needs to be treated with respect, which it has been in this case.
Our congratulations to this year’s Jr. Dutch Creativity Awards winners. No medals or metals, but eternal junior glory and the knowledge that the younger generation has its own perspective.
Nurana Akbarova – Willem de Kooning
Donja van der Stelt – Dept Agency
Wouter Oomen – 180 Amsterdam/Willem de Kooning
Erik Hamburger – 180 Amsterdam/Willem de Kooning