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That Lot The Drum Chip Shop Awards

That Lot director Barney Worfolk-Smith shares his creative wisdom on how to win a Chip Shop Award


By John McCarthy, Opinion Editor

March 11, 2016 | 4 min read

The Chip Shop Awards are back for another year to recognise the most out-there, cheeky and creative ads the rogues of the advertising world can muster. And as the 1 April deadline for entries approaches, we will be bringing you some insider advice on what it takes to win a coveted Chip.

The Drum has tapped the minds of our judges, creative directors from Mr. President, Innocent Drinks, Edelman, Sunshine, Arc London and One Minute Briefs, to find out about their most outrageous advertising experiences and get to the bottom of what makes the perfect Chip Shop ad.

Coming up, the musings of 2016 judge Barney Worfolk-Smith, a director at creative agency That Lot

The Drum: How can Chip Shop entrants make sure their work gets your attention and doesn't get relegated to the bottom drawer forever?

Barney Worfolk-Smith: Find the stakeholders in the process, at the client or in their agency who understand how to translate between good creative, brand guidelines and effectiveness. Ally with them and get them to build a good case for the ideas.

TD: What do you think the Chip Shop Awards bring to the industry? Are these awards a dirty joke or the place to stretch your advertising wings?

BWS: An agent provocateur. We lost control of the media years ago and to create comms that have any chance of standing out then they need to be more provocative. By visibly flexing muscles the Chip Shop awards can help move the conversation in the right direction.

TD: What's the best idea for an ad you've ever had that never ran?

BWS: #shitfam; aping the tiresome #fitfam used by keen fitness people, a campaign for Immodium, led by someone famous sharing a story of nearly pooing themselves - then encouraging sharing of stories about poo on social media. As I type this idea it's getting worse.

TD: Can you tell us about the most daring pitch you've been involved in - or heard about? (You don't need to name names.)

BWS: On a total flyer, for Hyundai, I suggested getting a pimped up chrome paint job and massive soundsystem done on a top end Hyundai sports vehicle. With a bespoke track made by Beardyman for an ad. I called Beardymans agent and ended up speaking to him. I sent an e-mail to the car body shop in Seoul that was reknowned for doing these types of jobs. It very nearly happened but the idea was done purely on a whim. Squeaky bum time.

TD: Where is the line between being provocative and going too far in advertising?

BWS: 3 C's. Depends on a) The Client (is it congruous with their comms ) b) The Context ( stuff on Snapchat will be more 'raw' than on traditional channels, for example ) c) The Climate ( people are very sensitive in general after events like the Paris attacks, for example )

TD: Is advertising more or less outrageous than it used to be? And is this a good or bad thing?

BWS: More outrageous. It has to be to stand out in a world of Content Shock. Also, social comms - which are edgier by their very nature - are inspiring traditional media to be more outrageous.

Earlier this week we interviewed Chip Shop judge Adam Fish for his tips on how to snag an award.

For some inspiration, check out our Chip Shop Awards Hall Of Fame. Or for more information on how to enter, deadlines and more, visit the Chip Shop Awards website.

That Lot The Drum Chip Shop Awards

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