The Reed Awards

The Reed Awards focus on the latest tools, tactics, techniques, technologies & strategies in political campaigns. There are 16 categories and hundreds of awards. To name a few:

  • Best Application of Artificial Intelligence or Machine Learning
  • Best Overall Use Of A Telephone Town Hall
  • Best Online Advertising Campaign on a Shoestring Budget
  • Best Bare-Knuckled Street Fight TV Ad
  • Best Villain in a Web Video

It’s international but there were no Australian winners last year.

This was the overall winner for a web video and this was the best TV ad. The 2020 awards are in February.

The brief

Look I’ve got the brief here; I’m afraid the client hasn’t given us much to go on. It just says ‘awesome screen, awesome camera, long-lasting battery life’.

But wait, there’s more. And at 0:35 they show you how to dance it.

What does your name mean?

Fair warning: this is hard to watch. Children (and others) who are injured in war, pictured against the meaning of their names. As the AdAge commentary poignantly says; reflecting their parents hopes for them. The advertiser, called Emergency, is an Italian humanitarian NGO that provides medical and surgical help to victims of war, landmines and poverty. Ad by Ogilvy Italy.

Hallmark, Zola

So Zola, a wedding planning company, ran a pretty average ad on the Hallmark Channel. Because it featured two women kissing a US conservative lobby group, a Million Mums, petitioned Hallmark to remove it, which they did, thereby enabling the sort of backlash that gets you tens of millions of undeserved hits.

Not even a really good kiss if you ask me.

More detail, strictly optional.

Dad jokes

Okay, I got it. Check out the attention to detail in this French Christmas ad for Carrefour.