The importance of agility in creativity was one of the big themes to emerge at this year's B2B World Fest, hosted by The Drum in association with Stein IAS. And to illustrate that point, as part of the festival One Minute Briefs founder Nick Entwistle and Stein IAS chief creative officer Reuben Webb joined forces to set a special B2B-themed challenge for the creative industry.
Their task, announced during an initial discussion between the pair on making the creative process more agile, sounded deceptively simple: advertise nuts and bolts to the car industry. But as ever with One Minute Briefs, the real challenge for creatives was to hit upon an outstanding idea in quickfire fashion.
Entwistle and Webb were then joined by Isabel Sierra y Gómez de León, head of creative at Bloomberg, Trevor Johnson, thought leader and head of marketing at TikTok's Creative Lab and The Drum's very own managing director of events, Lynn Lester to judge the entries and select their own favourites from the close-to 500 entries that flooded in.
Webb said: “We’ve had some fabulous entries. The panel looked at every single one and we struggled to pick our favourites.”
Below, we reveal the judges’ personal picks alongside a few more of the standout submissions. Check out all the work by going to @oneminutebriefs on Twitter.
Nick Entwistle's winner - 'Not just nuts and bolts' by @hpstubbs
Entwistle said: “I thought this was brilliant, it made me laugh, and B2B advertising is all about that. Everyone is human and everyone can relate to really nice creative ideas.”
Isabel Sierra y Gómez de León's winner - 'How it started' by @faz791
Reuben Webb's favourite - 'Is your car trying to tell you something?' by @broomfieldrod
Webb said: "This is the one which had me scratching my head and asking what’s this all about. I just think it’s great…I’m a creative and I know that I could make this work perfectly.”
Lynn Lester's favourite - 'The wheels on the bus' by @garydoescopy
Trevor Johnson's winner - 'This isn't a tyre ad' by @irishpunman
Other entries singled out for praise included:
'World Class' by @special__ed
One Minute Brief of the Day:November 18, 2020
'This was the moment...' by @zedtrafficker
'David can bring down Goliath' by @franpayne
It’s the little ones you've got to watch.November 18, 2020