Meet the Judges: Part 2

We sat down with Rene Rouleau (VP Creative Director at BIMM, Toronto), Leia Rogers (Creative Director & Managing Partner at Rethink, Vancouver), Dominic Prevost (Associate Creative Director at 123West, Vancouver), Gail Pak (Creative Director at Zulu Alpha Kilo, Toronto). and Nick Ostini (Art Director at SET Creative and ASK Agency, Portland) to pick their brains on a few topics following the 2018 ACE Awards Judges Breakfast.

Q: Tell us about a recent ad campaign that really stuck with you – for better or for worse.

Rene: Snickers Hungerithm Campaign

Why? They took the same notion of ‘hangry/hungry’ and applied it to the price of the Snickers bar, as part of a partnership with 7-Eleven. They understood that the internet and social media is always full of haters, so when there was something happening that caused the internet to be really negative, the Snickers bar was discounted at all 7-Elevens. It was called Hungerithm because when there was more hating, chocolate became cheaper in order to make people feel better. It was pretty cool.  

Leia: Diet Coke Campaign with Gillian Jacobs from Community

Why? This was a series of Diet Coke ads clearly geared towards millennials, but was completely oversteered with these empty monolog spots where actors were speaking to camera. I hope the lesson learned is that we don’t need to hold a mirror up to millennials in such an obvious way. Lets not underestimate them and instead proceed with the assumption that they like good ideas and good comedy in the same way us older gen xers do.

Dominic: Kendall Jenner Pepsi Protest

Why? Making light of black lives matter, the police shootings, and the economy by silencing everyone with a coke is so misplaced; we’re not in the 60’s anymore. Even in the 60’s it felt like these kinds of ads carried a deeper message.

Gail: Dove Many Shapes and Sizes

Why? Just because you’re a pear shape doesn’t mean you want to buy a pear shaped shampoo bottle.  Do we always need to hold up a mirror and say ‘this is who you are’? If these ads were just based a bit more on insight, perhaps they would’ve chosen to go a different route.

Nick: Tide Ad during the SuperBowl with Jim Hooper from Stanger Things

Why? The ad featured Jim Hooper, who we’ve seen in Stranger Things and is clearly over 40 years old. They staged these takeovers of brands like Proctor & Gamble in a way that still appeals to millennials without having a DJ in the mix or a bunch of young people running around. Those ads, like Dom and Leia mentioned, are so transparent but are still somehow getting passed through. The writers need to understand who their market and core consumer is. They need to respect them.