unilever's $15k crowdsourced campaign
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- bigtrick
http://adage.com/globalnews/arti…Unilever's meat snack brand Peperami has announced the results of its crowdsourcing experiment, awarding a $15,000 prize to two professional advertising creatives with 50 years experience between them.
Kevin Baldwin, a copywriter from London, and Rowland Davies, an ex- creative director from Germany, were both chosen as winners and will have their ideas combined to form the brand's new campaign, due to launch early next year.
The prize was originally intended to be $10,000, but has been increased to reward the two winners: Mr. Baldwin gets $10,000 and Mr. Davies $5,000.
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we're all dead.
- Gucci0
facepalm.
- ukit0
Meh. It's a gimmick, not a viable model. It'll be used here and there but it's not the future of the industry by a long shot.
- < And i mean, pros going after this big a reward doesn't really irk me too bad.baseline_shift
- I think it's a sort of PR trick "hey we did it too". Can't be for results as they are mostly utter craprkrd
- duckofrubber0
This isn't really all that bad, as far as crowdsourcing ethics goes. They're getting paid for the concept, and paid pretty decently really, which will be fleshed out by other agencies that then get paid accordingly.
But I still wonder about the ethics concerning the 1100 or so other people who wasted time and money pitching for this. Seems like an enormous waste of resources.
- duckofrubber0
Yeah, you know what, it's still shit.
- bigtrick0
@duckofrubber: isn't all that bad? economically it's a fucking catastrophe. 1100 people, say with an average of 8 hours work into their contest entries, = 8800 person-hours of work, which unilever paid $15k for. that works out to $1.70 per hour for more than a thousand people.
if crowdsourcing keeps growing, if designers are forced to do these contests, designers will be a lot fucking poorer.
- what kind of designer would be "forced" to do this type of contest?jpea
- you will, if that's the way the market is going.akrokdesign
- what akrok and bigtrick said.Gucci
- ukit0
I used to get pissed off about it but I've concluded that crowdsourcing is 99% hype.
How many dollars from how many ad firms were lost to crowdsourcing this year? I bet it's about enough to pay the salary of a couple interns.
For crowdsourcing to be a threat you'd also have to explain how it can even feasibly replace the work on projects more in depth than a basic concept or logo pitch.
On this particular project, interesting detail that isn't in the press release is that the guy who won the $10k is a veteran creative/ copywriter...for Unilever. They picked a guy they knew out of the hundreds of submissions.
- SlashPeckham0
Compare the number of jobs you've done through crowdsourcing (zero) to the number of times a client has come to you because of your previous work in a particular area... this wont affect us unless your client actually wants a campaign like this... something that gets community interest and participation (which is f**king hard)
i'm disappointed that they went for pro's in the end (but well done guys) .. we're not dead and this isnt the end of advertising
- johndiggity0
i'm sure both winners are thrilled to have their concepts chinese menu'd.
- jpea0
I'd love to see what kind of end result crowdsourcing an AS3 Flash web app would bring :)
- vaxorcist0
hmmmm well, if the industry ends up crowdsourcing mostly to freelance creatives who used to work at agencies, and they pay fairly reasonable prices, maybe that's one way we can all finally be free of all the pesky irritating account staff and salespeople and bean counters.... i.e. all the extra, non-creative people at agencies....
- well that sounds like some kind of end to advertising...SlashPeckham
- mtgentry0
Assuming these guys do good work, who will make sure the next round of creative stays on-brand? In house marketing guys at that sausage plant? Ha!
- Kiggen0
thats no money for a campaign. facepalm.
- Super_Black0
It's interesting how this type of shit always brings out proclamations of doom from the lot of you.
If you're good, what are worried about?
The last 10-15 years has seen a crazy influx in "graphic designers" as both hardware and software to create stuff have become easily available to everyone. This has in many ways over-saturated the profession, and perhaps, in some way, things like 'crowdsourcing' legit commercial graphic design work is nature's own way of combating/regulating this recent tendency.
Sort of like the 'black plague' or AIDS of design.
- hardhat0
i got a prize in a Hermes tie competition recently and although i thought they played it well (prize money for winning + royalties or whatever for design), i can see how it could be a nice cheap way of getting oodles of ideas for nowt much.
- akrokdesign0
this is just the tip of the iceberg.
- ukit0
It all leads to this:
- Zenith_Kudos0
Typical fucking client – still want to mash together to different concepts. They just can’t fucking help themselves. Only a marketing “brain” could be behind this.
- cannonball19780
You're only dead if you work in advertising. And if you do, you deserve the lesson.
