1. MAKE BETTER
VIDEOS.
2012.01.25
@RAHULSABNIS
EXECUTIVE CREATIVE DIRECTOR
EURO RSCG WORLDWIDE – NEW YORK
@CLIOAWARDS

2. WHY DO WE MAKE
AWARD VIDEOS?

3. BECAUSE EXECUTIONS
REDUCE BIG IDEAS TO
TACTICS.

4. BECAUSE MODERN
CAMPAIGNS ARE
COMPLICATED.

5. BECAUSE YOU’RE NOT
THERE TO DEFEND THE
WORK.

6. THE REAL REASON WE
MAKE VIDEOS:

7. TO WIN.

8. FOR BRAGGING
RIGHTS

9. BECAUSE AWARDS ARE THE
ONLY PERMANENT THING IN
OUR INDUSTRY

10. WHO’S THE AUDIENCE?
JUDGES

11. THEY’RE
BUSY, SMART…

12. CREATIVE,

13. YOU.

14. AND THEY WILL SEE
MORE WORK IN
THREE DAYS THAN
YOU WILL IN AN
ENTIRE YEAR.

15. JUDGING MATH:
300 VIDEOS X 5:00 EACH =
1500 MINUTES
THAT'S ABOUT 25-30 HOURS
OF NON-STOP CASE STUDIES

16. SO LET'S BE A JUDGE:

17. GUIDE DOGS
GUIDES DOGS AUSTRALIA - SUPPORT SCENT - CLEMENGER BBDO MELBOURNE
HTTP://VIMEO.COM/35698182

18. WHAT TO CONSIDER
AS YOU WATCH:
WHAT WAS THE PROBLEM?
HOW DID THEY SOLVE IT?
DID YOU BELIEVE IT?
WHEN DID YOUR ATTENTION WANE?
DID THE VIDEO MAKE YOU JEALOUS?

19. THREE STEPS TO
MAKING BETTER
AWARD VIDEOS.

20. PART 1:
CHOOSING WORK

21. WAS THE BRIEF
INTERESTING?

22. WILL PEOPLE KNOW
THIS PRODUCT?

23. SURE THE CLIENT LIKED
IT. THE AGENCY’S EVEN
PROUD OF IT. BUT, WAS
IT DIFFERENT? WAS IT
NEW?

24. WILL IT MAKE THE AGENCY
REEL? (THAT'S EASY)
WILL IT MAKE YOUR BOOK?
(SHOULD BE MUCH HARDER)

25. PART 2:
CHOOSING
A CATEGORY

26. CHOOSING A CATEGORY
IS A MEDIA PLACEMENT

27. (AGENCY
SPY
AD…WIDEN
DIDN'T
ENTER)

29. WRITE THE F
NIKE WRITE THE FUTURE - INTEGRATED CAMPAIGN
HTTP://VIMEO.COM/35698227

30. LIST OF CATEGORIES
CONTENT & CONTACT INTERACTIVE
DESIGN OUT OF HOME
DIRECT MAIL PRINT
FILM PRINT TECHNIQUE
FILM TECHNIQUE PUBLIC RELATIONS
HALL OF FAME RADIO
INNOVATIVE MEDIA RADIO TECHNIQUE
INTEGRATED CAMPAIGN FACEBOOK INTEGRATED
MEDIA

31. THINGS TO CONSIDER.
LAST YEAR’S WINNERS
THE BEST YOU’VE SEEN THIS YEAR
CLICHÉD TRENDS THAT MADE HEADLINES
WHERE THE NEW “BAR” IS
APPLYING TO DIFFERENT CATEGORIES.
(KARL WILL THANK YOU.)

32. PART 3:
PACKAGING
THE WORK

33. EXPLAIN THE PROBLEM,
:15 KEEP IT SIMPLE
EXPLAIN THE UNIQUE
:15 SOLUTION. WHY IT MATTERED.
SPEND THE NEXT MINUTE OR
1:15 SO ON THE SEXY IDEA
DESCRIBE THE IMPACT
+ :15 (UNDERSELL HARD HERE)
KNOW WHEN TO STOP.
2:00

34. REMEMBER:
WHAT WAS THE PROBLEM?
HOW DID THEY SOLVE IT?
DID YOU BELIEVE IT?
WHEN DID YOUR ATTENTION WANE?
DID THE VIDEO MAKE YOU JEALOUS?

35. BILLBOARD
BILLBOARD - MUSIC. SEE WHAT IT'S MADE OF - ALMAPBBDO, SAO PAULO
HTTP://VIMEO.COM/35698087

36. VOTE. YES/NO?

37. THEN BREAK ALL RULES
TO REALLY STANDOUT

38. DECODED.
BING JAZ-Z - DECODE JAY-Z WITH BING – DROGA5 - NEW YORK
HTTP://VIMEO.COM/35698139

39. A GOOD VIDEO CAN
MAKE AVERAGE
IDEAS LOOK GOOD
A BAD VIDEO CAN
MAKE GREAT
IDEAS LOOK LIKE SHIT

40. SO…

41. DO:
CONSIDER THE AUDIENCE:
JUDGES
DO:
CHOOSE AND PLACE WORK
SMARTLY
DO:
BE CREATIVE, REALLY.

42. DON’T:
USE MARKETING SPEAK
DON’T:
BOAST MARKETING STATS
DON’T:
CHECK THE CLICHÉD BOXES

43. ONE LAST VI
PINK PONIES: A CASE STUDY - JOHN ST.
HTTP://VIMEO.COM/35698258

44. THANK YOU.
@RAHULSABNIS
EXECUTIVE CREATIVE DIRECTOR
EURO RSCG WORLDWIDE – NEW YORK
@CLIOAWARDS