best YET 2009 - And the winners are...
...Ross McCurrach and Arnaud Bailly. These are names to remember: The two creatives from Saatchi Belgium won the 2009 best YET competition in London with a simple but captivating idea. Second and third place went to teams from Holland and Sweden.
How the advertising week on Thursday reportedThe young creatives in London had the task of designing a print ad for World Education Day on September 8, 2009, within 24 hours. They were only allowed a few pens and a sheet of paper, but they had to use all their imagination. The Literature Day was launched 40 years ago by Unesco. The event is organized by Room to Read, an organization that aims to give children in particular access to education and literature. What was particularly complex about the task was that the ad had three intentions: To position the brand Room to Read, to promote the literature day and to raise funds for Room to Read.
Winning luck
Ross McCurrach and Arnaud Bailly focused on the idea that education and the ability to read prevent distress - making it a good pill against HIV infection, for example. They presented the "pill" in the form of two books turned against each other. With this idea, the Belgians convinced the ten-member international jury.
Achieved first place: The subject of Ross McCurrach and Arnaud Bailly from Belgium.
Proud second and third
The other two winning teams scored with the idea that books make the world a better place, as well as a text-only ad that appealed for donations to Amnesty International, Unicef and the Red Cross.
The second place: The subject of Job Damien Bakker and Paul van Raak from the Netherlands.
The creative third: The subject of Philip Frendberg and Tobias Gronberg from Sweden.
In view of the designs of the other 16 teams, which were prepared by the best YET participants between Friday and Saturday, the jury did not find the decision easy. Nevertheless, the Nordic top three was decided within 45 minutes. "I think it's a shame that none of the Swiss teams won," said Swiss juror Andreas Prokesch. "The works are very good and have a lot of potential." So one of the two Swiss designs, that of Silvio Seiler and Oliver Schaich, was also on the jury's shortlist. The two creatives showed a newspaper without news. Unfortunately, however, this idea was not enough for a place among the top three.
Creative Celebration Party
The best YET winners and participants, jurors, country delegates and media representatives celebrated the exciting best YET 2009 competition afterwards at The Living Room bar on London's Essex Road, where the winners were also announced. After the highly concentrated and dedicated work, the young creatives in particular deserved a good English beer. Or two. Or three.
Anne-Friederike Wilhelm
In view of the designs of the other 16 teams, which were prepared by the best YET participants between Friday and Saturday, the jury did not find the decision easy. Nevertheless, the Nordic top three was decided within 45 minutes. "I think it's a shame that none of the Swiss teams won," said Swiss juror Andreas Prokesch. "The works are very good and have a lot of potential." So one of the two Swiss designs, that of Silvio Seiler and Oliver Schaich, was also on the jury's shortlist. The two creatives showed a newspaper without news. Unfortunately, however, this idea was not enough for a place among the top three.
Creative Celebration Party
The best YET winners and participants, jurors, country delegates and media representatives celebrated the exciting best YET 2009 competition afterwards at The Living Room bar on London's Essex Road, where the winners were also announced. After the highly concentrated and dedicated work, the young creatives in particular deserved a good English beer. Or two. Or three.
Anne-Friederike Wilhelm
Notice: In the May 22 print edition of Werbewoche, a picture-rich and detailed look behind the scenes of best YET 2009 in London appears. Don't miss it!
