R22.80 October 2011 www.thecallsheet.co.za
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DIGITAL AFFECTING TRADITIONAL PRODUCTION GENERAL INDUSTRY
HelloComputer team, Mark Tomlinson and Clint Bryce
Following the Digital grand Prix at last month’s loerie Awards, Matthew Visser asks ‘how is digital changing the commercials landscape?”
T
he 33rd annual Loerie Awards got some tongues wagging last month and not purely because we got to see the legendary hof on stage. For the first time in what seems like a lifetime, three Grand Prix Loerie Awards were announced and film wasn’t included. The Grand Prix on Sunday Night was for Musica’s Flo Browser by hello Computer. Is it a sign of the times or simply an example of some exemplary work, which is what a Grand Prix is supposed to represent in the first place? Who wins is important. A recent research study from the IPA and Thinkbox in the UK, in conjunction with The Gunn Report, has revealed a direct correlation between strong advertising creativity and business success. The study shows that the most creatively-awarded advertising campaigns are 11 times more efficient at delivering business success. So, even when you hear people play down the importance of awards, remember that one of the main reasons some of the big players from last year’s Loerie
Awards didn’t perform nearly as well this year as they did in the past, is that they were almost certainly too busy capitalising on all the new account gains that came as a result of a successful awards season. In the first year of the Loerie Awards in 1978, nine Gold Loeries were awarded, all of them for television advertising. It was the beginning of the golden age of the speaking, singing tube. Many Grand Prix Awards have been given for numerous categories since then, but helloComputer’s recent triumph
takes the digital tally to three and you don’t have to be a technological analyst to see that the new technologies available are definitely providing more original ways to be creative than ever before. There was a ten year gap between the first ever Digital Loerie Grand Prix and the next. Tinderbox Interactive Cape Town won the first Digital Grand Prix in 1998 for its self-promotional piece titled thinking multimedia in 1998. In 2008, Net#work BBDO and Gloo Digital Design’s
Youngblood5 in Experiential Digital Mixed-Media picked up the next Digital Loerie Grand Prix, although this was the first since the formation of the Loerie Awards as an independent association in 2005. Now, only three years later, the latest Digital Loerie Grand Prix is announced and it’s hard not to see the increase in frequency and ever growing importance that technology is playing in our lives. The fact that the world’s largest advertising festival, Cannes, dropped the word ‘advertising’ from its name this
year is something worth sitting up and noticing as well. Catapult Commercials director Jonathan Boynton-Lee is concerned about how new technologies affect the way commercials are being shot. he related a recent experience: “With regards to the commercial landscape, a prime example of digital technology affecting the production cycle was on the last commercials we shot. We shot three performance based commercials, one of which was very effects heavy. It was a perfect example of how technology has the dangerous, and scary potential of completely taking over the creative and production process. The camera had to remain locked off to enable the effects guys to work their magic in post, so the carefully thought out camera movements I had in mind were all added at a later stage. When you are on set this can be extremely frustrating and as a director, your hands are tied behind your back. It becomes difficult working with actors when they have to worry about limiting body movements so as to serve the special effects best.” egg Films executive producer Colin howard believes that digital is becoming an important tool in the traditional production company’s toolkit. Continued on page four