We charged five teams of two -- made up of one renowned TED speaker and one rising star from the advertising industry -- with finding and nominating the most compelling work of 2013 in the following categories.
Ads with an unmistakably powerful central idea or story arc that keep their audience’s attention beyond the one-minute mark. These long-form campaigns share a captivating story and speak authentically, producing quality content for a brand. Incredible examples of branded content, brand journalism are welcome.
An innovative and effective campaign to right a wrong or change the world for better. A public service campaign that offers a socially conscious idea in an entirely new way, making audiences pay attention as much for the ad’s dynamism as for the cause.
Work that elevates the craft of advertising, that is ingeniously clever or technically brilliant, using technology in ways we’ve never seen. These ads showcase compelling writing, amazing musical compositions, cinematic art direction or high-impact design, and make information beautiful.
These are campaigns that touch a cultural nerve and represent the best example of a compelling trend or movement. These ads are an active part of cultural dialogue in a connected world.
When advertising is at its best, it can do more than sell a product or even inspire emotion -- it can teach its audience something new. As the educational sector begins to explore diverse possibilities for funding and implementation, we want to unearth the kind of ads that compliment and facilitate learning.