今天去听了龙玺杰青的三强PK赛，恭喜叫板的板主Pickle Guo，凭借20M2赢得最后冠军!
SHOW得不错,从最终的冠军诞生可以学习到什么呢?首先一点，方案更整合，无论是第1组的梦想，第2组的体验，还是第3组的无所不能，都结合了多种形式来呈现。
个人认为，第2组的30岁之前的30件事情是非常成熟的可执行的提案，但作为杰青而言，,创新性可能稍许弱一点，相当可惜（我投了第2组，但我鼓励第3组）而第1组偏弱，伟哥在评委伟哥面前没有掀起全场高潮，无论梦想的概念，还是最终的执行环节都不能给人非常的惊喜，最糟糕的是，5000元的梦想基金是要还的。作为学生拿什么来还呢？假如产品换成10000万透支免息信用卡的特殊产品，,对于这个梦想提议就非常切合。
第1组，赢在哪里呢？洞察很准及IDEA的角度很新，具体到执行的思考上弱了一些，这个相信评委们也看到了，否则就不会有最后主席对交行广告主的那番话。作为广告奖的特别，评选的趋向很明显，包括去年的ONESHOW青年，首先要敢于SHOW，其次要敢于想。（这是年轻创意人最大的资本）
期间，各评委也对几个金奖做了评论，山水篇和李小龙篇同样凭借无可挑剔的执行力取胜，《ONE
WALK》在会见互动界有过介绍，个人觉得整合性很好，案例包装也很好，关键在于李连杰先生本身的影响力，可以使得公益可以更不同。还有NIKE那套借助传统印刷来做的海报，挑出原有框框，互动性极强，在戛纳就斩获全场，是对传统广告的一次思维冲击。
当然，我最关注的也是所谓的全场大奖Flirting with Sound
「 潮 ‧ 聲 ‧ 騷
」，居然也是香港麦肯做的，这家公司真是太厉害了。将一个概念跨界到极致的作品，所以就不像广告了。他们帮助客户Elements在MALL里举行音乐艺术汇展，由意大利空运的视觉化互动装置，将音乐带到另一个层次，增强听觉与视觉的享受。不单如此，还有T-恤，挂饰，艺术品等各种形式来将无形的听觉转化为有形的艺术，吸引受众参与及体验。（我由此相信做广告的人一定是非常恨广告，才能做出不像广告的好广告）
最后看一下这个案例的简报及作品说明，英文的：
Brief:
Most malls choose to pull in crowds and promote in-mall spending
with coupons, discounts or acrobat shows…these sales activities
often do not live up to the image of the mall, and some of them
even threaten to harm the brand. “Flirting with Sound” is an
attempt to break away from what most shopping malls are doing in
Hong Kong. At Elements, we’d like to think of ourselves as curator
to different forms of art.
Creative Execution:
Instead of creating advertising headlines, we have created a lot
of interesting story angles for the press to write about and people
in town to talk about. The exclusiveness of our limited products
were raved and loved by shoppers, fashionistas, art lovers and
other influencers alike.
Creative Solution:
Can you imagine sound as something else? We transformed sound into
many different art forms, and turned these forms into a series of
limited edition products to reward our loyal customers: From a
silver pendant to chocolates, T-shirt, even home décor items for
redemption. How about transforming sound live? Inside the mall, we
organized a month-long event showcasing the stories and creative
process behind our products. We also built a mega Sound Lab with an
interactive visualization system that enabled visitors to transform
and see their voices live. What’s more, the event was supported and
extended into a fully integrated campaign that encompasses online
gaming, mobile advertising and a special press kit, to name a
few.
Results:
Product redemption rate was over 90%, the best ever product
redemption rate for Elements. Even six months after the event, we
still had people asking us where to get one of the Beethoven
chocolates! Generated sales worth of over US $28,000,000. 36 number
of free media titles, with an estimated value of over US
$500,000.
Advertising Agency: McCann Worldgroup, Causeway Bay, Hong
Kong
Executive Creative Director: Spencer Wong
Creative Consultant: Nick Lim
Associate Creative Directors: Quentin Yeong, Mark Kong
Production Consultant: Paul Swee, Studio 13
Art Director: Gary Lam
Associate Art Director: James O
Designers: Oggy Cheng, Henry Chu, Larvans Ladding
Print Production Manager: Michael Chan
活动网站：http://tmema.org/messa/messa.html#videos
客户网站：www.elementshk.com
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