"The Week," a thought-provoking commercial for Brazilian newspaper Revista E’Poca out of São Pãulo-based ad agency W/Brasil, topped the television/cinema portion of the 2001 Clio Awards competition. The spot took the Grand Clio during a gala ceremony this week (5/24) in South Beach.
Agency art director Jarbas Agnelli directed "The Week" via hybrid production/editorial/music house Ad Studio, São Pãulo. The spot poignantly underscores the fact that one week can carry decidedly different meanings for different individuals. For example, an impoverished person faces "seven hungers." But for a wealthy individual, the week brings seven sumptuous dinners. A human being ages seven days in a week’s span, while a dog gets 49 days older. The varied perspectives on the week are put into context by Revista E’Poca.
Agnelli’s creative compatriots at W/Brasil included creative director Washington Olivetto and copywriter Alexandre Machado. "The Week" additionally copped a Gold Clio in the media promotion category.
That Gold was one of 13 awarded in television/cinema categories—the same total as in the 2000 competition, meaning that the Gold standard has remained relatively difficult to attain. The vast majority of categories failed to earn Gold distinction.
However, Budweiser continued to figure prominently in the mix. Last year, Bud’s "Whassup/ True" garnered the Grand Clio. This time around, a takeoff on that spot with yuppies—"What Are You Doing?"—took the lone Gold in the alcoholic beverages category. The ad was directed by Lloyd Stein of bicoastal Headquarters for Goodby, Silverstein & Partners, San Francisco. The agency ensemble included creative directors Jeff Goodby and Rich Silverstein, copywriter Ian Kalman, art director Stefan Copiz and producer Cindy Epps.
Three categories—national campaign, visual effects and cinematography—enjoyed an embarrassment of riches with two Golds apiece. The national campaign Gold winners were: ESPN’s Major League Baseball Playoffs promos "Swimming Pool," "Pottery Class" and "Pi-ata" out of Marina del Rey, Calif.-based agency Ground Zero; and FOX Sports’ "Baby," "Nature Channel" and "Milk" from Cliff Freeman and Partners, New York.
Headquarters took another Gold, this time as the production company on the ESPN spots. Sean Mullens of Headquarters directed the campaign. For Ground Zero, the team consisted of creative directors Court Crandall and Kirk Souder, copywriter Kristina Slade, art director Patrick Harris and producers Patricia Phelan and Michelle Price.
Rocky Morton of bicoastal Morton Jankel Zander directed the FOX Sports campaign. The agency contingent included creative director Eric Silver, copywriter Richard Bullock and art director Rob Carducci.
The visual effects Golds were bestowed upon Orange mobile phone network’s "Hold Up" from London agency WCRS; and Peugeot 406’s "Upside Down" from Euro RSCG BETC, Paris. The latter was directed by Frederic Planchon of Premiere Heure, Paris. Visual effects artisans were Francois Gigli and Eve Ramboz. WCRS contributors included creative directors/writers Jo Moore and Simon Robinson, who was also the art director.
"Hold Up" was helmed by Chris Palmer of Gorgeous Enterprises, London (a house which is repped stateside by bicoastal Anonymous Content). Visual effects supervisor on the Orange spot was Mitch Mitchell. The Euro RSCG BETC team consisted of creative directors Daniel Fohr and Antoine Barthuel, copywriter Marc Rosier and art director Jean-Marc Tramoni.
The cinematography Golds went to: DP Ivan Bird for Orange’s "Hold Up"; and DP Terence Maritz for Nike’s "Train To Win" out of ad shop The Jupiter Drawing Room, Johannesburg, South Africa. "Train To Win" was helmed by Kim Geldenhuys of Egg Productions, Cape Town. (Geldenhuys is repped in the U.S. via Bianglala Pictures, Los Angeles).
CLIFF FREEMAN
The aforementioned Cliff Freeman and Partners took home another TV gold, also for FOX Sports—this one in the regional campaign category on the strength of spots entitled "India," "China" and "Turkey." The Traktor collective directed the commercials, which were co-produced by bicoastal/international Partizan and the Capetown, South Africa-based Cape Direct. Cliff Freeman’s creative director Silver teamed with copywriter Dan Morales and art directors Rosanna Bardales and Taras Wayner.
Director Daniel Kleinman via Spectre, London, directed John West’s "Bear," a Gold Clio winner in the food category. (Kleinman is repped in the U.S. by Los Angeles-headquartered Ritts/ Hayden.) Agency was Leo Burnett, London, with a team of creative directors Mark Tutssel and Nick Bell, and copywriter/art director Paul Silburn.
The public service category also scored a Gold with Companion Animal Placement’s "Park" directed by Kenan Moran of Compass Films, New York, for Surburban Advertising, New York. The Suburban duo consisted of creative director/copywriter/art director Eric Aronin, and art director Dave Laden.
Winning Gold in the original music category were composer Mark Hukezalic and music director/producer Chris Tait of Toronto-based Pirate Radio & Television for Eatons department stores’ "Big Finish" out of Ammirati Puris, Toronto. The spot was directed by Floria Sigismondi of The Partners’ Film Company, Toronto. Sigismondi is repped in the U.S. by bicoastal Believe Media.
And rounding out the field of Gold TV/cinema winners was student category recipient, creative director/director/DP/producer Tony Garcia of Art Center College of Design, Pasadena, Calif. His "Beatboxer" for Nike was written by Lisa Plettinck.
HALL OF FAME
Three spots were inducted into the Clio Hall of Fame: Jeep Grand Cherokee’s 1994 commercial entitled "Snow Covered" directed by Eric Saarinen of Plum Productions, Santa Monica, for Bozell, Detroit; Nike’s "Good vs. Evil," a ’95 ad helmed by Tarsem via now defunct Spots (Tarsem is now with bicoastal/ international @radical.media) for Wieden+Kennedy, Amsterdam; and McDonald’s "Sign" helmed by Steve Horn of Steve & Linda Horn Inc., New York, for Leo Burnett Company, Chicago.
Click here for the complete list of 2001 Clio Gold and Silver TV/cinema winners.
