‘Fake’ videos bring real awards

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(From left) Adam Hughes, Producer; Clinton Madden, Editor;  Lee Gluckman of Mobius; Dave Christison, Managing Director; Paddy Mithen, Producer; Anthony Salpietro, Technical Director;  Ben Blennerhasset, Director; and Matt Weston, Director. (Photo courtesy of The Woolshed Company)

With all the worldwide hoopla about “fake news,” nothing is more fitting than a visit to The Woolshed Company in Melbourne, Australia. This branding and production company was only founded in 2014, but it made a huge splash in the social media world with “The Viral Experiment,” which  won Best of Show Digital-Online in Mobius Awards 2016 competition. The videos in this series were all fake.

Lee Gluckman, chairman of Mobius, was at the agency offices the week of March 27 to deliver awards and chat with the creatives about the two-year social media experiment.

Producer Adam Hughes says the company takes great pride at producing campaigns that get worldwide coverage. The “fake video” campaign series accumulated more than 310 million online views, all done “without any paid media, promotion of distribution.”

One video, Tornado Selfie, was part of a promotion for Roadshow Films’ movie “Into the Storm,” released in 2014. That production won gold for best viral campaign at the 2015 Golden Trailer Awards. “The Viral Experiment” also was nominated for Content Strategy Of The Year at the 2016 BeFest Awards in Australia.

The fake video project was done to learn what makes videos go viral.  The videos included ones about people attacked by sharks and lions and chased by bears while snowboarding, a woman who almost get struck by lightning, and two men “fighting” with selfie sticks. They received 1.6 million likes and 500,000 comments on social media. The audience was split 50-50 on whether the videos were real or fake, but most were presented as entertainment, Hughes said.

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On Site at Turner Duckworth, London

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Accepting for BK Halloween: Nicola Eager, Account Director, and Clem Halpin, Creative Director

Turner Duckworth staff did some good-natured posing Thursday (March 2) during Lee Gluckman’s visit to their London quarters for a presentation of awards. The agency received five awards in the 2016 Mobius Awards competition, including a First Place statuette and a nomination for Best of Show-Packaging for its Halloween designs for Burger King, Miami.

Its Halloween Whopper design received a Certificate in packaging as did work for Kettle Foods, Norwich, UK. A design for MillerCoors, Chicago, won a Certificate in Brand Identity.

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Monica Annesanti and Matt Lurcock of Coors Light project, here with Lee Gluckman; Annesanti, Lurcock and Halpin were responsible for the Kettle design also.

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JDO accepts high honors for ale designs

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Lee Gluckman of Mobius with Ray Smith, JDO Creative Director; Philip Stevenson, Client Business Director; Daniel Bowstead, Designer; James Davies, Production Director (kneeling) Photos: Courtesy of JDO

JDO Brand & Design, Tunbridge Wells, UK, hosted a visit from Lee Gluckman of Mobius

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(From left) JDO’s Ben Oates, Executive Creative Director; Daniel Bowstead, Designer; Gabby Lawlor, Account Manager; Ray Smith, Creative Director

Awards. Lee delivered two First Place statuettes for winning designs related to ales.

“JDO Launches Beau Nash for the Dandy Within” won First Place and Best of Show in Package Design. “JDP Launches New Shepherd Neame Corporate Identity” won First Place and was nominated for Best of Show in Brand Identity.

JDO was both entrant and advertiser for “Beau Nash.” The agency’s objective was to create a custom ale brand with a bottle that displayed the design team’s knowledge of the beer sector. It partnered with microbrewery Moodley’s in Kent to produce the ale. JDO redesigned the branding for Shepherd Neame brewery, which was founded in 1698 in Faversham, Kent, and owns beer brands such as Spitfire, Whitstable Bay and Bishop’s Finger.

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ReelChicago’s Ratney a Real Journalist

Ruth Louise Ratny, founder and editor of ReelChicago and Screen Magazine – and a friend to those of us at Mobius Awards and US International Film & Video Festival – died Feb. 21 in her sleep. The only daughter of German immigrants who settled in Chicago, she jumped from high school to become a dedicated and successful supporter of the Chicago film and advertising communities.

ruth-ratneyAt the beginning of her career, Ruth worked as a producer in the post-production industry and earned an Emmy. In 1979, she founded the print-based advertising and film publication Screen Magazine and served as editor and publisher for 23 years before selling it in 2001. She founded the digitally exclusive ReelChicago.com in 2004 and continued editing and writing much of the publication’s content until last week. She filed her final story on Feb. 10, 2017.

Along the way, Ruth earned distinction as a Chicago and Midwest Ad Woman of the Year, a member of Today’s Women Chicago 100 Hall of Fame, an honoree on Newcity Magazine’s “Film 50” list, a recipient of the Hugo Legend Film Award and a recipient of the Chicago Film Critics Award, among others. Additionally, she served on dozens of film juries, discussion panels, volunteer organizations and awards shows.

Lee Gluckman, also a Chicago native and chairman of Mobius Awards and US International Film & Video Festival, which were founded in Chicago, had known Ruth “going back to the late ‘60s not long after I formed Producers Group Ltd., a Chicago-based production company,” he said. “I always had great respect for her approach and opinions on everything about the business in Chicago. It seemed that she knew everyone who was anyone in in advertising and film.”

Gluckman, now based in Los Angeles, kept in touch with Ruth occasionally in person and more often by phone. “She had a sharp wit and strong opinions, but she was usually right.  I will miss her,” Gluckman said.

In her personal time, Ruth completed two film scripts that generated a number of offers, but none of them matched the deal that she had hoped for. One was a love story about a young couple on different sides of the U.S./Mexican border; the other, a feature documentary about Mahalia Jackson, “The Queen of Soul,” who earned her fame and spent much of her career in Chicago. Ruth was also a fierce supporter of liberal causes, especially those devoted to women and children. Her contributions to charitable organizations would have been legendary if she had chosen to publicize them, according to her staff at ReelChicao.com.

Background information provided by ReelChicago.

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White Rabbits in LA

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Kristen Szabo (left) and Lee Gluckman (third from left) of Mobius Awards; with White Rabbit’s István Bracsok and Levente Kovács, Creative Directors, Partners; Levente Bálint, CEO and Partner

It was a real treat for Mobius Awards to visit a few hours with three creatives from White Rabbit advertising and marketing agency, Budapest, late last week.  The gathering included some office chat and the presentation of a 2016 Certificate for Outstanding Creativity for the group’s “Nature Is Cool” guerilla marketing project for World Wildlife Fund Hungary.

White Rabbit visitors included István Bracsok and Levente Kovács, Creative Directors, Partners, and Levente Bálint, CEO and Partner. Hosts were Lee Gluckman, Mobius Chairman, and Kristen Szabo, Manager Entrant Relations and Operations at Mobius, and driver for an informal tour of Hollywood. Bracsok has been a judge in the Mobius Awards competition and featured on our website. Thanks, István!

White Rabbit’s winning work helped WWF reach out to skateboarders to encourage them to think about preserving nature. The project reached more than 3 million people and   included creation of seven custom skateboards — with wood appropriately distressed by real bears –, a skateboard exhibit and  an auction of the custom boards. For more info on the “Nature Is Cool” visit: http://mobiusawards.com/awards/slideshow.asp?ID=49057

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Chinese creatives earn 2 Certificates

OMD China and Dentsu Rihai Communications Co., both in Shanghai, romd-chinaeceived Certificates for Outstanding Creativity in the 2016 Mobius Awards international advertising competition.

OMD China won for “The Levi’s Campaign That Levis Didn’t Create” in Direct: Apparel, Footwear & Accessories. The advertiser was Levi Strauss & Commercial  (Shanghai) Ltd., Shanghai.

Dentsu was recognized for “Happy Kitchen” in Commercial/TVC: Retail Stores, done for Carrefour China, Shanghai. This was the 46th annual competition. Entrants from 22 countries were selected for 69 awards, including 29 First Place Mobius Award Golden Statuettes, 35 Second Place Certificates for Outstanding Creativity, and five Student Awards. For a full list of winners, visit http://www.mobiusawards.comdentsu-happy-kitchen-jpg-for-blog.

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Up Close with Packaging!

Eight packaging designers and specialists gathered in Los Angeles this week to get a look at — and make their assessments of — packaging entries in the 2016 Mobius Awards.

The judges included (clockwise beginning top right) Mark Quest of Good Projects, Luis Camano of Grupo Gallegos, Fabian Geyrhalter  of FINIEN,  Lynn Jacob of Associated Packaging, Lucik Kozozian and Lance Johnson of Luko Designs. Not pictured, but no less active in the judging process, were Barbara Yeh and Stephen Webster of BYStudio Branding + Design + Marketing. All are from the Los Angeles area except for Jacob whose company is in Greater Detroit.

This was a serious bunch that kept heads down as they judged displays on tables and on the screen. A total of 18 judges will be viewing packaging entries, including the online judges. Results will be released in January.

 

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