28 February 2013 - 12:03pm | posted by | 66 comments

The #Microchips: top 50 entries from Chip Shop Awards and One Minute Briefs 'Oscar Pistorius range from Nike' challenge

Thanks to everyone who entered the Chip Shop Award challenge with One Minute Briefs to advertise the new Oscar Pistorius range from Nike.

Over 400 entries were received in the five hour period, with The Drum and One Minute Briefs narrowing down the list to 50, which are now being put to the public vote.

The entries were cut down on several criteria: including originality and if it was possible to create within the one minute deadline.

The best entries, as voted for by the public and the judges of the Chip Shop Awards, will be entered into a special category of the awards.

The entries are in no particular order.

Comment from The Drum

One Minute Briefs is a popular social media account that sets creative challenges for people working in the advertising industry. They approached us with the idea of setting a topical task for our readers and the Nike challenge received more than 400 submissions from advertising agencies across the UK. After taking into consideration the reaction to this article, we want to make it clear that our intention was never to trivialise the tragic news about Reeva Steenkamp’s death, but to highlight the vulnerable position that brands are placed in when their endorsements of high-profile figures such as Oscar Pistorius attract controversy. We offered creatives the opportunity to interpret the brief in their own way. We understand some may deem the brief and the work in bad taste and recommend that if you feel you may be offended please refrain from scrolling down this page.

Creative Review: 

Iain Gill (UAC Studios)

Iain Gill (UAC Studios)
60

Keely & Aaron

Keely & Aaron
105

Martin Farrar-Smith, Richard Hanney & Stewart Williams (Manifest)

Martin Farrar-Smith, Richard Hanney & Stewart Williams (Manifest)
58

Nick Entwistle

Nick Entwistle
10

Jason Cope

Jason Cope
41

Jamie Axford and Alistair Bell

Jamie Axford and Alistair Bell
27

Robyn Bilsborrow

Robyn Bilsborrow
73

Sam Steele

Sam Steele
41

Joe Ivory

Joe Ivory
7

Dan Burns

Dan Burns
121

Mark Williams

Mark Williams
13

Gareth Butters

Gareth Butters
174

Michael Keenan

Michael Keenan
18

Josh Callaghan

Josh Callaghan
46

Dan Latham

Dan Latham
45

Ash Amed

Ash Amed
4

de Winter

de Winter
23

Dan Burns

Dan Burns
28

Drew Burtenshaw & David Baker (The Partnership Agency)

Drew Burtenshaw & David Baker (The Partnership Agency)
6

Henry Billington and Leon Deeming

Henry Billington and Leon Deeming
44

Gordon

Gordon
42

Jon Paul Green

Jon Paul Green
13

Kevin Johnson

Kevin Johnson
11

David Pye

David Pye
5

Neil Wright (Osbornenash)

Neil Wright (Osbornenash)
5

Andy Aston

Andy Aston
13

Mark Harrison

Mark Harrison
36

Tim Cross

Tim Cross
27

James Clancy

James Clancy
5

John Wainwright

John Wainwright
4

Sam Bone

Sam Bone
25

Steve Lord

Steve Lord
3

Neil Parsons

Neil Parsons
3

Tom, Steve & Frazer

Tom, Steve & Frazer
3

Myles Vincent

Myles Vincent
3

Emily Jefferey Barrett

Emily Jefferey Barrett
11

Steve Whiteley

Steve Whiteley
23

Rob Green

Rob Green
35

Steve Hill

Steve Hill
4

Simon Labbett

Simon Labbett
3

Tom Moran

Tom Moran
8

Andy Thirsk

Andy Thirsk
131

Shelford Chandler

Shelford Chandler
41

Together Agency

Together Agency
21

Vineet Raheja, Henry Billington and Leon Deeming

Vineet Raheja, Henry Billington and Leon Deeming
21

Laura Hounsom

Laura Hounsom
2

Rod Elms

Rod Elms
4

Uber

Uber
29

Stephanie Davis (RBH)

Stephanie Davis (RBH)
108

Mitch Stone

Mitch Stone
7

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Comments

28 Feb 2013 - 14:06
paul_whitaker's picture

Brilliant! All of 'em...and great to see that creativity is still alive and thriving in the UK. Well done to all!

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28 Feb 2013 - 14:15
jilli93805's picture

...erm did you forget that someone actually died? It's strange but I don't actually find that funny even in a tongue in cheek, post modernist creative kind of way. I am amazed The Drum finds this so hilarious.

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28 Feb 2013 - 14:45
MrRobClowes11489

@jilli93805 Yeah don't really get the 'humour' in this either. Poor taste Drum, must do better.

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28 Feb 2013 - 14:18
Word Service's picture

Is it just me, or are these just sick? Just don't do it.

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28 Feb 2013 - 14:36
judy_olsen's picture

Offensive, immature, misogynist shite. Christ knows what the other 350 were like. Stick to toilet walls next time.

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4 Mar 2013 - 19:49
roger42342's picture

@judy_olsen Misogynist?

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28 Feb 2013 - 14:40
tomwa10552's picture

Without doubt, the least funny article I have ever had the misfortune to come across. Grow up.

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28 Feb 2013 - 15:10
mouth19668's picture

Idiots. Its easy to come up with this shite if you have half a brain. But why would you? Why would you jump at every opportunity to show how imaginative and clever and creative and wonderfully, uniquely talented you are, whilst so easily forgetting that someones daughter has been shot in the face and died slowly and miserably. Everyone that entered this really is a fuckwit devoid of any morals. No respect for this site and the 'creatives' involved at all.

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28 Feb 2013 - 15:16
BrandonEgley98040

A magazine that mocks brands for weak advertising is promoting a competition to actively take the piss out of an ongoing murder trial?

Wow..

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28 Feb 2013 - 15:23
hello79621's picture

Poor taste! I thought The Drum was a reputable industry site!

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28 Feb 2013 - 17:01
detli72131's picture

They're not reputable. Have you ever seen their Top Agencies list? @hello79621

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28 Feb 2013 - 15:32
ccref12643's picture

Are you serious, The Drum? Even in marketing, most people don't want to align themselves with such joyful disregard for killed women. It's a pretty niche sector you are going for -- honest misogyny.

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28 Feb 2013 - 15:40
marti14514's picture

There's a difference between being challenging with your creative and just being offensive. Anyone can be offensive, it doesn't take much talent. All this work does is highlight the unfortunate juvenile streak running through our creative community. Which is a shame.

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28 Feb 2013 - 15:49
iaintheuac's picture

I'm saddened by the furor on display here from some of these comments. The Chip Shop Awards are all about this sort of brief. I do, however, believe a fair few of these ads don't really answer the brief of promoting Nike's products or values, merely being a flimsy joke or pun. As ‘advertisers' it's surely our job to respond to briefs, and in some cases turn negative situations into positive situations to the benefit of the brand?

I would also like to comment on the requirement of advertising, be it traditional or viral, to resonate with the audience and gain exposure. There's a lot of cruel material being broadcast on social media platforms, which seems to be getting created by the public. Maybe this customer profile could be exploited by a brand?

Perhaps the Chip Shop awards are for an acquired taste? Maybe they should be taken with a pinch of salt…

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28 Feb 2013 - 15:57
BrandonEgley98040

How often are you presented with the challenge of marketing for an ongoing murder trial?

There's turning a negative around, and there's The Drum trying to drive cheap controversy traffic to their site at the expense of an event that would still raw to those involved.

Unless we should take potential murder with a pinch of Salt? It'd be interesting to see your thoughts on that if it were your family.

Are there any missing children or high profile cancer victims we can extract the Lulz from next?

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28 Feb 2013 - 15:58
mryes75221's picture

I just want to post on this because I'm a really frustrated Account Manager who thought my job in advertising was going to be making the ads. So now I just come on The Drum and slag people off because I'm so frustrated that the intern on £25 a day has more creative input on accounts than I do. When I go home, I still tell people "I made that ad', and even though they believe me, it hurts, dude.

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28 Feb 2013 - 16:02
nickentwistle's picture

WELL SAID IAINTHEUAC

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28 Feb 2013 - 16:29
CSarah's picture

Can't believe a publication like The Drum is inviting people to submit entries to something like this - distasteful doesn't even begin to cover it

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28 Feb 2013 - 16:30
Jon Spary's picture

I think many of you need to lighten up. Of course it is extremely tragic that Reeva Steenkamp - a beautiful, talented young girl who touched the lives of everyone she encountered, was callously murdered by her deranged boyfriend who has unbelievably been granted bail. But I don't believe any of these spoof ads were created with any intent to insult her memory or offend her family and friends.

If anything, they serve to further vindicate a guilty man, poking the finger of fun firmly at someone who deserves everything he gets and then some. The only victim I can see in this post is Nike.

Besides which, it is the British way of dealing with tragic circumstances - making light of such things in a way that is pretty unique to our culture.

Get a grip folks!

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28 Feb 2013 - 17:09
judy_olsen's picture

@Jon Spary There's a lot to take issue with in this post. But perhaps The Drum can save us all the bother by deleting it, for obvious legal reasons.

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28 Feb 2013 - 17:19
MrRobClowes11489

@Jon Spary The point isn't about lightening up, yes of course everyone makes light of bad situations. The point is these entries being seen as 'creative' and then posted on a site that usually has a good standard of judgment advertising and creativity, that's all. Just seems a little crass for a usually reputable site like The Drum.

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5 Mar 2013 - 08:56
miker19699's picture

@Jon Spary It's hard to imagine a shallower or more mealy-mouthed response than yours to this crass, misogynistic little idea. Except perhaps for @iaintheuac's jaw-droppingly cynical notion that online cruelty is a bandwagon ready for commercial exploitation.

An innocent young woman just lost her life in terrible, violent circumstances, and the trial of her killer hasn't even begun. But hey, it's all fair game for a scamping competition?

Everyone involved in this disgusting business should be thoroughly ashamed – including those like you, who are vapid enough to invite us all to ‘lighten up'.

Mind you, perhaps this is all we can expect from someone who doesn't even understand what ‘vindicate' means.

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28 Feb 2013 - 16:39
Word Service's picture

Advertisers have always tried to justify the unjustifiable by saying they're 'pushing the boundaries' or 'nothing is off limits'. But sorry, some things are off limits. An ongoing murder trial, for example, where the victim has only been dead for a week. Anyone can make a sick joke out of a tragic situation. That doesn't mean they're creative.

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28 Feb 2013 - 16:42
sa27343916's picture

I'm just offended by how shite most of them are.

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14784 (not verified)
28 Feb 2013 - 17:33
Anonymous's picture

Advertising should be controversial.

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28 Feb 2013 - 20:20
mdwilson's picture

Humour is our way of overcoming tragedy, I thought Creatives would understand that, it's our job! However I do agree that the 'vast majority' of these ads do not even answer the brief.

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28 Feb 2013 - 20:21
matta67317's picture

Humour is our way of overcoming tragedy, I thought Creatives would understand that, it's our job! However I do agree that the 'vast majority' of these ads do not even answer the brief.

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28 Feb 2013 - 22:07
richardhectorjones

Piss poor entries, mean spirited idea in the first place. No winners here.

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1 Mar 2013 - 09:27
jayco80376's picture

Someone died, hilarious!!

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4 Mar 2013 - 00:04
rossdmcdonald's picture

I'm all for shock tactics when employed with wit and creativity but this whole thing is crass, disrespectful and juvenile in the extreme.

Mocking a young woman's death isn't edgy or daring, it's sick and is a sad indictment of how low people will go for a few extra clicks on the website ...

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4 Mar 2013 - 09:34
Gallacher's picture

Anyone who spent time working on these really needs to have a good hard think about how they use their skill set. This is a horrible reflection of the UK design industry, if you took part in this, please do the right thing and retire now.

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4 Mar 2013 - 14:27
david_reid1's picture

Hmmmm. Someone actually died here guys. But never mind - you got your chance to show us how clever you are. Shame on The Drum for publishing such immature dross. A new low for our industry.

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4 Mar 2013 - 15:50
mazydavy's picture

It's one thing to share in a sick joke, that's part of the human condition. Even to share and tweet such things, is to be expected, and if Frankie Boyle tweeted some of these we would expect it, and doubtless many people enjoy the chance to have a morbid laugh at someone else's expense- it's part of how human beings react to the fragility of life. But thedrum is supposed to be a news site for our industry, to have made this an official competition with its own 'award' makes marketing professionals look crass, self-centred and is extremely disrespectful to the poor girl's family, and to Oscar Pistorius himself, who at this point has not been found guilty. So well done for getting yourselves a lot of exposure, but not all publicity is good, and this reflects badly on the creative industry as a whole and you in particular.

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5 Mar 2013 - 11:48
miker19699's picture

Great to see so many comments condemning this whole affair. I blogged it too: http://www.reedwords.co.uk/blog/13-03-05/Beating_The_Drum.aspx

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5 Mar 2013 - 12:45
rhyme95279's picture

People have always made jokes about dark stuff; the point is they do this among people they know. When a reputable media outlet endorses stuff like this about someone's (very recent) death, it crosses over into extremely poor taste.

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5 Mar 2013 - 12:44
rhyme95279's picture

The point is, people always make jokes about dark stuff. But they do among people they know. They do not use it as a legitimate chance to show off their creativity. And when jokes about someone's (very recent) death are endorsed by a reputable media outlet, it crosses over into very bad taste.

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5 Mar 2013 - 13:50
mark_astle's picture

Piss poor. The whole thing.

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5 Mar 2013 - 13:53
miker19699's picture

Still no reply from anyone involved, as far as I can tell. Shameful.

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5 Mar 2013 - 15:50
jijia19579's picture

To the staff of the Drum: you fucked up, pure and simple. To try and justify things with a hackneyed "we never intended to trivialise" is disingenuous considering you are marrying the very recent, tragic death of a young woman to a common advertising slogan for no other reason than to try and show how clever you are. For Christ's sakes grow up and admit your mistake and just remove this pathetic, childish display

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5 Mar 2013 - 16:06
justi15381's picture

This is one of those situations where a disclaimer is worthless. It's a f*ck up and the competition absolutely needs cancelling. It is not brave or bold to continue, it is naive. It is obvious, probably even to most people within The Drum, that this is a terrible idea and hugely offensive.

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5 Mar 2013 - 18:48
searchbeest99506

In terms of editorial judgement, this is up there with 'Gotcha' and 'Bonkers Bruno'.

You should take this page down. It's shameful. It's embarrassing to the advertising industry.

And while the facts of this case are still to be established, you are making fun of what many see as a terrible example of domestic violence.

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6 Mar 2013 - 10:46
miker19699's picture

Agree with the comments above, obviously. The disclaimer is utterly insulting. But on balance, I think the post should stay up. Here's my detailed response, if you're interested: http://www.reedwords.co.uk/blog/13-03-06/The_Drum_responds.aspx

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6 Mar 2013 - 11:29
natha12225's picture

I see my comment about a satirical campaign covering the death and murder trial of any of The Drum's staff writers was removed with some speed.

I don't really need to explain or hint at the irony in that action do I?

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6 Mar 2013 - 13:05
drumh87581's picture

I disagree with the people who think you should take this down. Stand your ground, keep it up there, defend your position.

Or more likely stand your ground, keep it up there, destroy your brand.

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6 Mar 2013 - 13:18
mairi_clark's picture

As a former editor of The Drum, I think a lot of the revulsion posted here is misplaced. I understand the idea behind it, and while a lot of the posters on here may feel it trivialises the subject matter, you cannot escape the fact that Nike was a high profile sponsor of Pistorious. Had the same idea come up with Lance Armstrong, I'm sure a lot of you would have laughed along. That there is such a reaction shows that the murder of Reeva isn't what has really shocked people rather it is their own self-doubt why they regaled such an athlete, who could be a murderer. Admittedly, some of the creative ideas are crap. But a similar amount are genuis.

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6 Mar 2013 - 14:09
Word Service's picture

Hello,@mairi_clark - someone died. Really died. With Lance Armstrong, it was just his career.

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7 Mar 2013 - 12:07
miker19699's picture

@mairi_clark WHAT? Lance Armstrong hasn't killed anyone, as far as I'm aware. Taking the piss out of someone who cheats and gets caught out is NOT the same as making a mockery of the violent death of an innocent young woman. Is that really a difficult comparison to understand?

Of course Nike was a high-profile sponsor of Pistorius. So what? That means we're free to make vicious, misogynist jokes about him killing his girlfriend? *Really?*

And no, you're wrong. People really are shocked at the killing. For Christ's sake, aren't you?

You're premature in calling it ‘murder', too. You may have noticed that the trial hasn't even started yet. You should know better as an editor. But then, you don't know how to use the word ‘regale' properly. Standards at The Drum seem to be rock-bottom in every department.

And in reference to your later comment, a remit to ‘get people talking' does not give The Drum the right to forego any ethical standards. I could get people talking by butchering the neighbour's dog in the street. That doesn't mean I'm free to do so. Get some perspective.

By the way, Nike themselves have just described this project to me as ‘offensive and insensitive' (http://www.reedwords.co.uk/blog/13-03-07/Nike_responds.aspx), so perhaps you'd like to argue with them too.

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6 Mar 2013 - 13:30
mark_astle's picture

I'm sorry but wtf? So murdering someone is the same as cheating at bike riding? Please don't presume to know why people are objecting to this. And 'genius'? Which ones?

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6 Mar 2013 - 14:04
olnwo12914's picture

Just wanted to add my voice. Distasteful and crass idea, crap execution.

And @mairi_clark, I don't think the strong reaction is because we all regaled Pistorious (I certainly couldn't have previously cared less about him), rather I just find the target too easy, childish and yes - pretty ugly. Athlete with no legs (incidental but worth mentioning as it provides a lot of the 'humour' in the entries) in ongoing court case about possibly shooting his girlfriend. Tell me again, why did you think this was a good idea on which to base a competition?

Ya know, even us in the industry just need to admit that sometimes, the medium of an advert isn't suitable. It's a poor judgement on The Drum that they couldn't see this. I for one am going to look elsewhere for my low grade news aggregation and rehashed opinion.

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6 Mar 2013 - 14:11
rossdmcdonald's picture

Mairi, as a former delivery boy for a local Chinese takeaway (it was a while ago now) I can see that this is in incredibly bad taste and reflects poorly on an industry that this publication is supposed to represent.

Similarly, drawing any sort of parallels between a guy taking drugs to help him ride his bike faster and an alleged murder of an innocent young woman is almost as bonkers as your pseudo psychological analysis of what shocked people in the first place.

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6 Mar 2013 - 14:14
judy_olsen's picture

Oh do fuck off. I've never regaled an athlete in my life. (Although you may possibly mean 'revere' there Mairi.) It's not about trivialising, it's about making jokes about a woman who died in terror and pain at the hands of her own boyfriend. One bunch of 'creatives' even took the time to make a video of the Nike symbol being shot into the bathroom door. The Drum 'disclaimer' is classic nopology - we're sorry if you sensitive types are upset but we're not apologising for the appalling thing we did. As for 'creatives' interpreting 'the brief' and 'the work' all I see here are a bunch of second rate attention-seekers and onanists. There's no genuine talent on display because part of being a professional in this industry is knowing when to say no. The only funny thing is that The Drum and those supporting it seem oblivious to the damage they are doing to their own brands, corporate and personal. So Mairi, next time your old chums text you in a panic and ask you to post something positive, just don't do it.

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6 Mar 2013 - 15:06
HD25's picture

Trivialising the violent death of a young women and mocking disability, how creative and amusing! You are no better than the ignorant trolls on Twitter. What a shame he isn't black, you could have added a spot of racisim to your disabilist and misogynistic 'competition'. As professionals, you should be ashamed.

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6 Mar 2013 - 17:21
lucy_boyd's picture

Really poor taste on the Drum's part, not to mention the fact that '400 entries were received in the five hour period' - hasn't anyone got any real work to do?

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6 Mar 2013 - 18:17
mairi_clark's picture

Okay. I apologise if my analogy was misplaced. But seriously, you are all reacting like she's YOUR relation. Knowing the guys at The Drum - and they didn't text me asking for support - I know that they wouldn't have done this to gain either exposure or to upset people. It was a brief. And it's got people talking. That is what the Drum does.

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7 Mar 2013 - 10:55
natha12225's picture

@mairi_clark so if it were based on one of your former colleagues relations it would still be ok?

How about your sister, would we be ok to make a nice poster about her being shot in the face?

I think not.

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6 Mar 2013 - 22:58
spams99193's picture

Hmmm. Think Mr Hicks may have been right all along.

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7 Mar 2013 - 10:56
marti11870's picture

This has just popped up in my bosses inbox.... to say I am embarrassed is an understatement.... seriously below the belt and tacky Drum.

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7 Mar 2013 - 12:08
miker19699's picture

I was one of two people (that I'm aware of) who wrote to alert Nike to this project. Unsurprisingly, they find it ‘offensive and insensitive.' Full story on my blog:

http://www.reedwords.co.uk/blog/13-03-07/Nike_responds.aspx

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7 Mar 2013 - 13:07
david54218's picture

Any serious journalist or article writer would have their name in a byline for any story or feature.

How interesting that this is credited to "Staff Writer" - heaven forbid that the scumbag who thinks this is funny or clever should have the balls to tell us his or her name.

I spend half my life defending the marketing industry against idiots who think we add no value whatsoever - well done Drum for trashing that in seconds.

Next week, "Hitler - The Re-brand"? Warm up those gas-oven jokes, you "creatives".

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7 Mar 2013 - 13:30
rhyme95279's picture

Wow. That disclaimer is appalling! Do you really think this piece "highlights the vulnerable position that brands are placed in when their endorsements of high-profile figures such as Oscar Pistorius attract controversy"? I don't think so, gang. If you keep this piece up, it will just keep coming back to haunt The Drum.

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7 Mar 2013 - 14:13
mairi_clark's picture

@ Mike19699 You seem to be enjoying the traffic to your blog off the furore though! Like everything else, if you don't like it, don't visit it. The Drum has always done irreverent, unusual and sometimes, in bad taste, projects. It's what it does. Back off and go elsewhere. There's plenty of boring, middle-of-the-road publications for you all to read.

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7 Mar 2013 - 16:00
miker19699's picture

@mairi_clark We're not all as cynical as you seem to be, Mairie. It's got nothing to do with traffic. Although I'm sure I should, I don't even use analytics. So I have no idea how many people have visited my site. Putting my thoughts in my blog means I can spell them out clearly without clogging up comments threads like these.

If having a shred of moral integrity is ‘boring' and ‘middle-of-the-road', I'm happy to be so. And so, it would appear, are the vast majority of your commenters. And everyone who's RT'd and replied to my tweets. And, while we're at it, Nike. (That famously prim, boring brand.)

I'm amazed that you lot *still* don't seem to get the objections to this project. If you can't see the difficulty with (for example) an image of Reeva Steenkamp, who died so horribly less than three weeks ago, stamped with the phrase JUST DO IT, there really is little hope for you. So depressing.

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7 Mar 2013 - 14:25
mark_astle's picture

Wow. Just wow. What do you do now Mairi, PR for Findus?

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7 Mar 2013 - 16:11
judy_olsen's picture

@mairi_clark The 'work' above is violent, ableist and more than a bit rapey. But we're not supposed to be concerned because it's not about one of our relatives? And this from a woman. It beggars belief. Mairi, this *is* about everyone's relatives, friends and colleagues. The UK statistics mean you are certain to know a woman who has been raped and several who have suffered domestic violence of some sort. Two women die each week at the hands of a male partner or former partner, quite often in front of their children. Most of their stories are not reported precisely because it is so common. I can't believe you don't know all this, yet you keep digging. I'd put the spade down now if I were you.

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7 Mar 2013 - 16:31
miker19699's picture

@judy_olsen Hear, hear. Sadly, it seems Mairie is deaf, deaf.

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26 Mar 2013 - 21:37
Micha81366's picture

If I told you I was her brother would you still tell me it's pushing boundaries as I push myself to over come the grief at losing my wonderful sister, would you tell me to lighten up even though the heaviness of my loss leaves my heart empty ? If this was your sister, mother, daughter would it make you think, laugh, smile ?

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