We continue our series uncovering the key decisions that made a campaign an award-winner. Here, Eric Quennoy and Mark Bernath, ECDs at Wieden + Kennedy Amsterdam, dissect Film Grand Prix winner "Write the Future."
Due to irresponsible use, the word "epic" is a shell of its former self, but it’ll have to do the heavy lifting here to describe Nike’s "Write the Future" campaign.
It included everything from 3-D sculptures to an interactive Led light show on the tallest building in Johannesburg, but the world cup initiative centered on Wieden + Kennedy Amsterdam’s three-minute showstopper of a spot, featuring soccer’s biggest names--Wayne Rooney, Didier Drogba, Cristiano Ronaldo, Cesc Fabrigas and others--and a supporting cast that included Kobe Bryant, Gael Garcia Bernal, and Homer Simpson. The premise is simple: In the biggest games of their careers, soccer stars consider the butterfly effect of a single action on the field.
Due to irresponsible use, the word "epic" is a shell of its former self, but it’ll have to do the heavy lifting here to describe Nike’s "Write the Future" campaign.
It included everything from 3-D sculptures to an interactive Led light show on the tallest building in Johannesburg, but the world cup initiative centered on Wieden + Kennedy Amsterdam’s three-minute showstopper of a spot, featuring soccer’s biggest names--Wayne Rooney, Didier Drogba, Cristiano Ronaldo, Cesc Fabrigas and others--and a supporting cast that included Kobe Bryant, Gael Garcia Bernal, and Homer Simpson. The premise is simple: In the biggest games of their careers, soccer stars consider the butterfly effect of a single action on the field.
- 6/28/2011
- by Teressa Iezzi
- Fast Company
Lists like these may be done to death, yet I haven’t seen one that matches up with my favorites. As an online film writer, trailers consume your life. I only find it appropriate to look back on the year and award the marketing teams that have provided us with the best works of art.
I’m willing to bet the majority of people doing what I do end up seeing more trailers then even films. We can all complain about the spoilerific trailers, or the ones that bait us into a film, only to have the end product be something completely different. But every so often, there is a stunning 1-3 minute gem that captivates, energizes, and has us pre-ordering our midnight ticket right away. Check out my top ten examples of 2010 and a few superlatives below.
The Worst Film With The Best Trailer: Skyline
The Biggest Apparent Quality...
I’m willing to bet the majority of people doing what I do end up seeing more trailers then even films. We can all complain about the spoilerific trailers, or the ones that bait us into a film, only to have the end product be something completely different. But every so often, there is a stunning 1-3 minute gem that captivates, energizes, and has us pre-ordering our midnight ticket right away. Check out my top ten examples of 2010 and a few superlatives below.
The Worst Film With The Best Trailer: Skyline
The Biggest Apparent Quality...
- 12/24/2010
- by Jordan Raup
- The Film Stage
Though it started as a very insider thing, The Black List has recently become more popular and mainstream. For those who may not know, it's an annual list of the year's best unproduced screenplays as voted on by about 300 Hollywood development executives and high-level assistants. We recently posted the 2010 list [1] and looking back at some previous years (2007 [2], 2008 [3], 2009 [4]), films such as Recount, The Beaver and The Social Network all sat near the top of the list. Skim over any of them and you'll see names of films that are out, are coming out and more. It's a big deal. This year, a new Black List of sorts has come out. Dubbed Viewfinder, it's supposed to do for directors what The Black List did for screenwriters. Viewfinder is a compilation of "the top commercials, shorts and/or music videos of 2010." Several of the directors on the list already have deals or are in production on films.
- 12/17/2010
- by Germain Lussier
- Slash Film
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