ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Learn more about ADC105
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Online / Mobile / Interactive Video - Campaign
Annual ID
ADC_INT18025S
About the Work
True view ads on Youtube can be annoying. But they are potentially powerful if you can make people chose to watch more than the unavoidable first 5 sec. We set out to try some reverse psychology to get past the click of death. In these up to 8 minutes long films the actors beg the viewer to skip the ad since the content is so everyday boring and private. There’s absolutely no reward in watching them, except some occasional product info. Obviously our target group “19-29 year olds in metro areas” has the time to watch ads if they find the content interesting. The average viewing rate was a whopping 3:15 minutes. 39% even watched the whole ads. And the message stuck, the ad recall on Youtube earned the campaign a "best in class" merit” (Google Brand Lift).
2018 Awards
Total Points: 15
Silver Cube
Credits
Agency
Akestam Holst / Stockholm
Production Company
Bacon STH / Stockholm
Creative Director
Magnus Jakobsson
Director
Martin Werner
Producer
Agneta Oppenheim
Richard Bjorlin
Product Manager
Mimmi Grafstrom
Kjell Mansson
Agency Producer
Leila Widgren
Content Strategist
Jerker Winther
Creative Team
Jesper Holst
Mark Ardelius
Related Awards
