TED has announced the winners of the Ads Worth Spreading Contest, an open challenge to the global ad community to present submissions that were infectiously compelling, contained social good and/or industry impact. From 1,000 submissions 10 winning commercials were chosen by a multidisciplinary panel of judges.
Among the winners are some of my personal favorites including Chrysler “Born of Fire” which deftly uses underdog pride to elevate a brand.
Another gem from agency Wieden & Kennedy is the charming and beautiful Nokia “The World’s Smallest Stop-Motion Character Animation” directed by Sumo Science at Aardman. The project legitimately earns its title, having been awarded the Guinness World Record for the smallest stop motion character in a film. The invention of the CellScope, which is a Nokia device with a microscope attachment, was the inspiration for the teeny film. It stars a 9mm girl called Dot as she struggles through a microscopic world. All the minuscule detail was shot using CellScope technology and a Nokia N8, with its 12 megapixel camera and Carl Zeiss optics. It is a perfect connection to the product presented in the form of a blissfully entertaining film. Advertising at its finest.
To view all of the TED honorees visit http://www.ted.com/initiatives/aws . As noted on the website: “We're seeking to reverse the trend of online ads being aggressively forced on users. We want to nurture ads so good you choose to watch. In 2-3 minutes, there's enough time to really tell a story, share an idea, make an authentic human connection, become unforgettable. Instead of ambush, they offer pleasurable, intelligent engagement.”
TED is where big thinkers and game changers of the world offer inspired ideas. To have commercials recognized in this forum is great news for those working in the persuasive realm on small stories with big impact. Congratulations to all of the honorees.