In terms of the top “Grand Prix” category, Nike+ gets another mention (after it’s D&AD black pencil success) as does the marvellous Dove Evolution viral film, and Diesel’s underwear thing.
But once we get past the top category, where I agree we’re seeing some interesting thoughtful creative (or insight-led) work, we start to see lots of flashbacks from the late 90s. Yes, they’re beautifully done. But almost all of them are the Flash-only sites that advertising agencies love because they are not limited by practical considerations, replete with a sequence of absolutely massive embedded videos that require 2-3 minute loading screens, “click here to open full screen” messages (which I thought had been made illegal in the late 60s), beautiful TV-style graphics, unusuable interfaces and interactions as pointless as they are lovely to watch.
I feel like I’ve spent longer watching “movie loading” screens this afternoon – while reviewing the work – than I have in the last five years put together.
This isn’t just people who are SOOOO excited by creativity that they just can’t stop themselves ‘creating’ this nonsense, these are people who regard their audience (these people that stand in the way of their pencils and golden lions) with such contempt that they completely ignore any matter of user experience or usability in the name of gloss and glam. And then a bunch of judges that reward them for it.
Is this stuff really back? Or perhaps only in the world of advertising award shows?