Strength and elegance mark the seven winning entries in the Commercials/TVC category of the 2017 Mobius Awards competition. Three entries are nominees for Best of Show.
The four First Place Mobius Award winners include Fiction Film Co., Australia. It rang the commercial bell with “Pinocchio,” in which the client, Cabot’s Australia, sought an emotional reaction to help promote its premium woodcare products to artisans. Produced by Jackie Fish and directed by Jake Robb, the entry traces a day in the life of 42-year old Pinocchio, a marionette who longs to be a boy and serves as a metaphor for the effectiveness of Cabot’s Anti-Ageing Timber Finishes. This is a Best of Show nominee.
Also a First Place winner and a ‘’best’ nominee is “Timeless,” a BETC, Paris, entry in the Accessories-Commercials/TVC category. This entry is an epic cinematic fresco set in the 1930s. A man falls in love at first sight and sets off to follow a mysterious woman by jumping on the train where she is a passenger. But as soon as he reaches the first car he finds himself, to his surprise, in the 1940s. The determined hero then begins a frantic quest that takes him through carriages and eras until he ultimately arrives in the present. Over time, styles change, but the convincing elegance of Lacoste’s polo shirt is timeless.
BETC also earned a Mobius First Place statuette and a “best” nomination for “Kitchen,” in Entertainment Media Promotion/TVC. This film promotes the concept that, as with great cooking, great television requires the best ingredients. To play on the culinary metaphor, the film brings together a wide cast of characters in a spectacular production full of stunning visual effects, imaginative to the extreme but acutely believable, to prepare the perfect meal.
X-Line Co., Ltd., Taiwan’s entry “Wow Girls’ Lab” earned a Mobius First Place Award in Accessories for its film that encourages Taiwanese women ages 20-40 to recognize that a sports bra can be purchased from someplace other than Nike. The client, Wacoal Sports, sought brand positioning and enhanced brand awareness from the effort and Taiwanese women found a new standard when choosing a sports bra. The entry also earned Certificates for Outstanding Creativity in Branded Content and in Digital-Online for its impact.
Three entries earned Second Place Certificates for Outstanding Creativity. “FDA-Straw City” took a Certificate for Outstanding Creativity for entrant Alt.vfx, Australia. It presented the Real Cost campaign designed to raise consciousness of teenagers ages 12-17 concerning the terrible effects of cigarette smoking. Since 90 percent of adult smokers start by age 18, this is a prime timeframe in which to sway young people away from tobacco and its insidious future impact. Alt.vfx adapted the Big Bad Wolf who blew down Goldilocks’ house as a heavy smoker whose lungs were permanently stunted by cigarettes smoked in his youth. The Three Little Pigs’ iconic story challenges young people to rethink their “cost-free mentality” by bringing the consequences of smoking as a teen into familiar territory. It excels in presenting the real effects of the practice.
The singular nature of the Australian people is emphasized with the entry “Spring Lamb,” from Plaza Films, Australia, which earned a Certificate for Outstanding Creativity. The entry analyzes the complex relationship between the way the country’s people are displayed in television and mass media and how they actually appear in real life. The film is an odyssey of cultural enlightenment and encourages the viewer to think of the Australian people as a united multicultural family.
White Rabbit, Budapest, earned a Certificate for Outstanding Creativity for “We Are All Connected,” an effort to encourage fresh ways of bringing people together to educate them about the importance of conservation and a healthy ecosystem. Complex environmental issues such as air pollution, deforestation, overfishing and climate change are made tangible through the use of dramatic visuals. The film is intended to express the core message of the World Wildlife Foundation: “we are all connected.”