Hi Crowdiators,
We often receive emails from the community asking to see both the winning submissions as well as the rationale for why a particular entry won. While we would love to be able to share the winning submissions right away, it’s up to our clients if/when we are allowed to share due to privacy concerns.
In an effort to be as transparent as possible, as well as to give you a look at what a winning submission might look like, we’ve put together this little guide that shows 3 different competition winners and the rationale behind why they won.
Enough of the fluff! Let’s dive right in.
- Goldfish – Feed their Journey by Charissa Elliot
Why it won: The single most important thing we wanted to communicate for this brief was “When you bring out Goldfish, you never know where your kid’s imagination will take them.” This submission from Charissa nailed the brief and felt like a big enough campaign idea that could live through multiple variations and spin-offs. Combined with some great reference images and a funny script, it hit all of the notes that the client wanted as well as felt adaptable.
2. Reese Innovation – Crunchy Reese’s Pieces by Deon Sensky
Why it won: Reese was looking for new innovative ideas for their Reese’s Pieces line-up which has pretty much remained unchanged for a long time. Deon hand-drew his idea for a Crunchy peanut butter based Reese’s Piece, drawing upon the never-ending debate of crunchy vs smooth. The client felt like this was definitely the type of product they would love to try and produce on a trial basis.
3. Campbell’s Chunky Soup – Fuel the Souper You by Chaz King & Tony DiPietro
Why it won: With this brief, Campbell’s was looking to push the brand into more meaningful territory with a new TV commercial. They felt they had lost relevance among the men of today, and needed a new perspective in order to tap into the modern male mindset. ‘Souper You’ took the massive popularity of superheroes and made it about the everyday things a real ‘MAN’ could do to feel/be super. All the while, being fuelled by delicious Chunky Soup.
We hope this noticeboard post has been helpful in illuminating the type of entry we are after, how closely it’s tied to the brief and SMIT (single most important thing) as well as the quality of the entry. It doesn’t necessarily have to be stunningly art directed, but it needs to get the point across in a solid way.
It’s all about the idea!