Spoiler alert: The Chip Shop Awards 2020 winners revealed
The Chip Shop Awards, the awards scheme with no rules, relish the laughs, gasps, boos and hisses and every year our entrants try to top the last in an attempt to grasp that golden chip and show the world what great, unadulterated creative looks like.
Spoiler alert: The Chip Shop Awards 2020 winners
Tasked with determining who would claim Chip Shop fame this year was a jury full of industry experts from VMLY&R, Havas London, Saatchi & Saatchi, Mr President, Grey London, McCann London, M&C Saatchi, Tribal Worldwide, Leo Burnett, Guinness World Records and Brave.
The top chip was awarded to Seine Kongruangkit, a student at the Miami Ad School, and freelancer Brave for their Spoiler Billboard – a response to the current global pandemic that treated lockdown-breakers harshly. In a bid to keep people indoors, this OOH campaign filled billboards with Netflix Originals spoilers and ruined the favourite TV shows of anyone congregating in gathering spaces. You can head here to hear Seine and Brave tell the story of their award-winning ambient ad.
Perhaps we‘ll all think twice now before needlessly wandering outdoors. Speaking of which, the current Covid-19 situation means of course that the Chip Shop Awards wasn‘t able to host its usual party in a swanky London club, with the winners announced instead at a virtual ceremony. Catch up below if you missed it.
powered by CrowdcastCheck out all of the amazing winners below:
Grand Prix and Best Use of Ambient
Title: The Spoiler Billboard
Creative: Seine Kongruangkit, Miami Ad School
Brand: Netflix
Jury’s verdict:
”It‘s one of those ideas you really really want to find fault with, purely because you wish you’d done it. The insight is bang on, and execution is flawless. But what I liked most about this idea is how it resonated with folks beyond our ever so inward facing industry. This idea hits home on a mass level. Bravo!"
Dipesh Mistry, associate creative director, Brave.
Chair Award and Best Use of Bad Taste
Title: Show Your Ring
Creative: The Copy Docs
Brand: Prostate Cancer UK
Jury’s verdict:
Watch the video below of Ben Golik, chair of the jury and chief creative officer at M&C Saatchi, telling The Drum’s executive editor Stephen Lepitak about his choice.
Best Use of Honesty
Title: Opportunity in hand
Creative: M&C Saatchi
Brand: Carex
Best Use of Celebrity
Title: Heinz x Phillip Schofield
Creative: Pace Communications
Brand: Heinz
Jury’s verdict:
”The judges liked the perceptive link between Schofield’s age and the iconic ‘57’ associated with Heinz. The headline might well have written itself, but it was spot on as a play between the product’s USP and the news about Phillip Schofield. Also, the idea was executed simply but with a bit of an art-directional flourish – as befits the subject matter. Overall, the ad achieved a great sense of fun while still celebrating the person, the product and the brand.”
Alan Burles, creative and art director, Alan Burles Photography
Best Retail
Title: Ikea by Dreams
Creative: M&C Saatchi
Brand: Dreams Beds
Jury’s verdict:
”There’s a real truth in the complication of assembling Ikea furniture, and the fact that Dreams can take that pain from you by delivering you something already built is a great way of reframing the complication of large furniture as a benefit. Throw in the iconic names and graphic Ikea style and you’ve got a great little campaign. Only thing us judges thought we’d change is a little more emphasis on the line and logo – it was so easy to mistake for Ikea, you almost missed the payoff.”
Laura Jordan-Bambach, chief creative officer, Grey London
Best Leisure
Title: You smug pricks have tickets for fuck all now hahahahahaha!
Creative: Stein IAS
Brand: Spotify
Jury’s verdict:
”This Spotify ad nods to Glastonbury’s new audience, a field of cows! A smart tongue-in-cheek response.”
Jade Tomlin, creative director, Tribal Worldwide London
Best Leisure
Creative: Parkhouse
Brand: Parkrun
Best Professional Service
Title: Royalty Free
Creative: 1000heads
Brand: Shutterstock
Best Charity
Title: Girls for Sale
Creative: On Agency
Brand: ActionAid
Best Charity
Title: Plastic Archaeology
Creative: Pencil Studio
Brand: Greenpeace
Best Food and Drink
Title: Just a beer
Creative: Jordan Chavaglia-Platt
Brand: Corona beer
Jury’s verdict:
”I absolutely loved this idea for Corona and it cleverly adapts its communications to deal with a very unfortunate crisis. It’s pretty bad luck to have one of the deadliest viruses of recent times have the same name as your brand, but reinventing its famous logo through this ‘Just a beer’ campaign and with simple ‘beer’ messaging pasted on its glass bottles, packaging and advertising, it is activity that would certainly help quash any connotations between cases of the beer and Covid-19.”
Neil Foster, vice-president, Guinness World Records Consultancy.
Best Health/Best Digital
Title: Covid Cursor
Creative: Bray Leino
Brand: Google
Jury’s verdict:
”Adapting a universally recognised symbol in a very simple way that doesn’t need any words, it serves as a subtle yet charming reminder to keep washing your hands. The idea is so good that we can’t believe it wasn’t done for real!”
Nick Entwistle, creative director and founder, Bank of Creativity
Best Education
Title: A-Z of coronavirus for kids
Creative: Ideas and That
Brand: Department for Education
Best Education
Title: Cloud Go
Creative: University of Seoul
Brand: Google
Best Transport
Title: Uber: #FreeRides
Creatives: Ivo and Tom
Brand: Uber
Best Press
Title: Planet Earth Brand Refresh
Creative: Mere Mortals
Brand: Planet Earth
Best Stunt or Experience
Title: Twat on Train
Creative: Ogilvy Health
Brand: Transport for London
Best Social
Title: The Unconscious Bias Captcha
Creative: Shadab Wajih, Miami Ad School Hamburg
Brand: LinkedIn
Best Outdoor
Title: Shaped by Skateboarding
Creative: Rod Broomfield Creative
Brand: Vans
Best Corporate Identity
Title: Plastiknest
Creative: Pace Communications
Brand: Nestlé
Best Ad Without a Headline
Title: Safe Search Results
Creative: Ogilvy Health
Brand: Google
Ad Most Likely to Start World War 3
Title: Devil’s Discount
Creative: Kepinski Lillefod
Brand: Copenhell
Jury’s verdict:
”Devil’s Discount – I’d have awarded it for the name alone if I could. I loved how fresh it felt (no angry orange guy with little hands spouting nonsense in sight) and that it wasn’t trying too hard to be controversial. It’s smart, simple and tiptoes the PC line that will divide the crowd. Goes without saying it will make the believers shake their crosses in disbelief. If we’re not already going to hell, we certainly are now.”
Dipesh Mistry, associate creative director, Brave.
Best Ad That Really Should Run (That Hasn't)
Title: Return Flight
Creative: Joe Ribton, School of Communication Arts 2.0
Brand: British Airways
Best Political
Title: True Type Freedom (.TTF)
Creative: Jane Jin, Miami Ad School Hamburg
Brand: Monotype
Best Ad from the Future
Title: Students of the future
Creative: Ellie Skidmore, University of Gloucestershire
Brand: UniDays
Best Shop Window Post Card
Title: Keep_____Your_____Distance
Creative: Stack
Brand: NHS
Jury’s verdict:
”This excellent entry stood out to the judging panel for a few simple reasons. Not only is it culturally relevant, underlining the current national sprit towards our beloved National Health Service, but it leverages simple design techniques such as proximity and contrast, to communicate and focus the viewer’s attention. The cleverness lies in the simplicity of its design. A clear, well-constructed message and an obvious visual metaphor combine to communicate something that is globally understood and a clear call to action.”
Paul Normington, director of experience design, Kin+Carta
Best Fake News
Title: Truth Notification
Creative: SOL Academy
Brand: The New York Times
Best Parody
Title: Roll over
Creative: Shane Hanton
Brand: National Lottery and Prostate Cancer UK
The competition this year was tough. Do you think you can do better? Sign up for next year‘s awards here.