Fresh from snaring the silver medal in the Digital Competition at this year’s Young Spikes, BWM Dentsu’s Scott Pritchett and freelancer Rosie Double give B&T an exclusive insight into their successful foray to singapore…
Where boats float on buildings and game changers are the norm – as the dust settles on another Spikes season, we thought we’d take a moment to look back on a few highlights from our first time there.
We were honoured to win Silver in the 24-hour Young Spikes Digital Competition – if you’re interested you can see all the winning work in the category here.
Tasked to build on the Palau Pledge (that may have won an award or two hundred last year!!!) we were honestly shitting ourselves as the countdown started.
But around half way through the day we found our winning brainstorming trifecta: air con + wi-fi + beer*
(*N.B. for any future competitors’ benefit, we can confirm that if only two out of the three elements were present at any given time, our success rate rapidly declined. Also wouldn’t recommend the library to work from, it’s very quiet and serious, and there’s generally a study queue!)
And so we finally had an idea we sort of liked. Could we answer a tourism brief by actually refusing tourists… Or was that just the Tigers talking?
Over the next few hours we binned it, revamped it, thought it was too simple, then maybe not simple enough. And finally somewhere between midnight and total meltdown, we landed on something pretty close to our original thought.
Interestingly enough, that ‘go with your gut’ sentiment was something quite a few speakers shared over the event. Jury President Josy Paul spoke of what he called ‘The rising power of emotional data’ and it was certainly reflected in the shortlists, with lots of gutsy taboo-breaking work centred on human instinct.
Emotion reigned King. And Queen of course. Diversity and accessibility projects were well-represented, and it was inspiring and exhausting to think of all the grit and hustle in the room as teams were awarded for making serious shit happen.
But the work we probably loved discovering the most was the laugh-out-loud stuff, still made from rich insights, that embraced the silly and reminded us of the power of making people smile.
And so we leave you with this bit of quirk, that took out Gold in the Film category.
Lastly, a massive thank you again to B&T and The Misfits for making our trip possible.
Spikes over and out – Rosie and Scott.
