|Category||D02. Interactive Video|
|Entrant||THE MARTIN AGENCY London, UNITED KINGDOM|
|Idea Creation||THE MARTIN AGENCY London, UNITED KINGDOM|
|Production||1STAVEMACHINE London, UNITED KINGDOM|
|Production 2||WAVE STUDIOS London, UNITED KINGDOM|
|Daniel Fisher||The Martin Agency||Executive Creative Director|
|Soren Birk||The Martin Agency||Art Director|
|Mark Nicholson||The Martin Agency||Creative Director|
|Lloyd Daniels||The Martin Agency||Copywriter|
|Stephaine Hobart||The Martin Agency||Account Director|
|Ed Wild||1stAveMachine||Director Of Photography|
|Isabella Parish||1stAveMachine||Executive Producer|
|Parv Thind||Wave Studios||Sound Engineer|
|Christian Gill||The Martin Agency||Broadcast Producer|
The CampaignWe knew that the Barclays audience, like the rest of the population, does not like pre-rolls. Like not even a little bit. So we created a pre-roll ad that saved them the bother and skips itself. And in doing so, demonstrating the key message that Barclays Corporate understands the needs of its customers.
Creative ExecutionWe created a pre-roll ad that skips itself, by building an intricate Rube Goldberg contraption which highlights the key message about Barclays Corporate banking services before smashing a ‘Skip Ad’ button. When crafting the design of the machine we identified objects and mechanics that not only allowed the physics to work and were readable to camera, but which reflected a specific industry in which Barclays Corporate offer banking expertise. The action was captured all in-camera, in a single shot, and finished earlier than the full 30 seconds which the viewer was expecting.
An impressive 73% of viewers decided not to skip the ad, smashing the brand’s benchmarks for previous campaigns. The ad also smashed Barclays Corporate’s conversion rate benchmark for landing page visits delivered by banner clicks.
Whilst pre-roll allows for efficient targeting of the Barclays Corporate audience, the challenge was that as an interruptive format it’s more often skipped than watched. With Google research showing that the most common reason for people to skip ads is 'lack of interest’, the strategy was to intrigue & entertain the audience and give them a real reason to continue watching and not to press ‘skip’.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.