Brief 3 Digital TV (MayJun 2005)
Over 100 ideas were submitted to this third brief in the 'World's Toughest Briefs' series.
The judges were looking for an idea that best answered the brief of convincing people to convert voluntarily to Digital television ahead of the UK government's plans to switch off the analogue signal. Following the decision to award London the Olympic Games in 2012, the switchover project should grow in importance given that both projects share the same target date. Those people in the UK not attending in person will be able to enjoy the benefit of an interactive Olympics through their television sets.
The judging panel included Ford Ennals, Chief Executive of SwitchCo, the organisation that will be coordinating the switchover process. Appropriately enough, he was due to take presentations from advertising agencies hoping to win the job of promoting the project shortly after the winners of this pitch were announced. He said, "For the holdouts, choice and channel flicking doesn't really motivate them, but the availability of high-quality digital programming such as news, documentaries, drama and arts would - that's what the advertising should bring to life."
With this in mind, the judges were particularly impressed by those entries that focused on the provision of greater choice and content through quality rather than quantity. "It's about being bespoke rather than lots of channels for weirdos. Different people will get different things out of it." (Greg Delaney - Chairman of Delaney Lund Knox Warren & Partners)
It was Kevin Miles, an experienced senior Art Director who has worked in the industry for nearly 20 years, for a diverse range of clients including Sky Digital, who emerged as the winner. His TV ad entitled 'Live the Experience' earned him the GBP 1,000 award. The campaign illustrates the greater choice offered by Digital TV, and features a viewer sitting in an armchair and watching TV. His remote suddenly changes to a digital TV remote and, as he flicks through the channels, his appearance and chair change to match the programme he is watching.
There were two runners up. Ruth Henderson and Hannah Gregg impressed the judges with their multi-faceted campaign entitled, 'Can something you've never seen change the way you think?' The message of the campaign was 'not to judge Digital TV until you've seen it for yourself'.
The other runner up was Alexey Fedoseev, senior Designer at Euro RSCG Skybridge and runner up in the previous 'Switching Banks' competition. His approach was to make the advantages of Digital TV visible.
The following entries were commended by the judges:
'Don't Get Left Behind!' (Paul Giles)
'Even Bigger Type' (another impressive entry from Alexey Fedoseev)
'Thumb World' and 'Robinson Crusoe' (Speed Promotion)
'Black and White Days' (Peter Harold)
'Digital TV?' (Sunil Kumar)
Winner
Kevin Miles
Kevin, a highly experienced senior Art Director of nearly 20 years' standing, has worked for a diverse range of clients across all media. Married with two sons, he is currently freelancing from his home in Devon.
Runner up
Alexey Fedoseev
Alexey is a senior Designer for Euro RSGC Skybridge. Two of his ideas for the Digital TV pitch made the shortlist. He was also a runner up in the 'Switching Banks' competition.
Runner up
Ruth Henderson and Hannah Gregg
Ruth and Hannah teamed up in their final year at Buckinghamshire Chilterns University College, graduating in 2005. They firmly believe that it's not just how good you want to be but how open you are to learning and grasping new ways of thinking.
