So we were at The Global Awards for excellence in healthcare advertising last night and in my 2am blogging stooper I’ve had a thought.
The first two things that came to mind, front and center, at the Globals were video & stories. Video was big this year. There was a lot of video and my understanding is this is a-typical. Everywhere I look video is going to be big in 2013 and keep getting bigger.
The next thing was stories. Relatable, understandable, simple, REAL, emotional stories. Everything was a story, even if it was personification, it still had a story.
I’ve been sticking with those two things for about a day now as my primary take-aways, but there was something else there. Something more subtle. Simplicity. Executions were clean and simple. Within seconds we went from “I have no idea what I’m about to see” to “I know what that is all about” to “I relate”, or “I care”, or feeling something they wanted me to feel.
This reminded me of two Einstein quotes which I think apply here:
- “Any intelligent fool can make things bigger, more complex, and more violent. It takes a touch of genius — and a lot of courage — to move in the opposite direction.”
- “Everything should be made as simple as possible, but not simpler.”
Here is one of the winners I thought was particularly interesting in that “you get it” way (audio only, play on the right side):