ANDY FACKRELL'S YOUNG GUNS CHAIRMAN REPORT
YoungGuns 2005 was a show dominated by film; not necessarily in the 30 second spot - although there were some beauties - but ideas that pushed into longer and unconventional formats. It is relevant, and hugely encouraging, that younger creatives are leading the way.
Two of the Gold Bullets given in Film, to the mesmerizing Sony ‘Balls’ cinema spot and Mini ‘Counterfeit’ are examples of brilliant communication that are not only fresh in ideas but fulfilled through execution. The Sony spot will no doubt pick up a few gongs over the next 12 months - it was nice that the jury here in Sydney got to see it first. It was less effective over shorter lengths but got full value in its longest format: a great choice of music, director and editor, it reached its maximum potential due to its craft. ‘Counterfeit’ similarly showed an amazing depth, yet instead of one simple idea well honed, it was a simple idea jam packed with parody. Both were clearly made by real talents who understand that an idea is but the first stage in the process.
Viral film had some highlights with interesting craft decisions you would hope for in young teams. But where were the young directors? The jury struggled to find any stand out piece of work to include in this category. The same applied in other craft categories, aside from the animated Duke Spirit music video. You need a pretty decent song to kick-start a video but this one had it all going on. And kept you there until the last note.
It must be said, that print and the student entries were a little disappointing this year; both seemed hamstrung by old formats when compared to the above. You hoped that wouldn’t be the case at YoungGuns. There was the Gold winning Playstation Bus Shelter from Malaysia, a really interesting DM piece for The Republic of Singapore Navy, but the best idea was probably a ‘Bottom Drawer’ number from Norway, that hoped to counteract an annual Nazi Rally held in a small town there. Check that one out in the book.
Maybe print really is slipping, in terms of relevance, and not the place to learn the business of advertising anymore? Yet, look at how good it can be, when pulled off with confidence, as with the Student Entry of the Year for Hubba Bubba. Congratulations Menno Kluin; you had a great idea and you showed great taste and restraint in your art direction. Your execution carried it off. Interestingly, the same attributes apply to the Sony ‘Balls’ spot, easily voted by the whole jury as Best of Show; its creator Juan Cabral (Fallon London) honoured as the 2005 YoungGun of the Year.
So, in all, a really good show if not a little skewed to moving pictures. Some fantastic talent is out there, in all parts of the world, pushing advertising into new areas and blurring the lines between medias.
I’d like to thank the jury for the great effort and healthy, open debates that makes this show a little bit special. Also thank you YoungGuns for organizing a smooth event and their excellent hospitality; our livers, the weather and the Sculptures by the Sea all held up well that week.
Thank you Sydney.
(Andy Fackrell is Co-Executive creative director of 180 Amsterdam).