Back on Oct. 19, 2011, Ronda Carnegie, Head of Global Partnerships at TED, announced on the YouTube Blog that TED and YouTube were teaming up for the second year to present their challenge called "Ads Worth Spreading.”
Last year's winners included "The Girl Effect: The Clock is Ticking" from the NIKE Foundation. This 3-minute ad uses animation brilliantly to make clear the benefits of investing in a single worthy cause. It sheds light -- and hope -- on one of the most overlooked, yet promising, assets on this planet: 12-year-old girls.
You can see all of the winners on Show & Tell, YouTube's gallery of clever and effective creative marketing.
Video submissions to the 2011 challenge can be made through the Ads Worth Spreading channel on YouTube. The new YouTube channel provides a sneak preview of this year's submissions. Even if you're not an advertiser, you can visit the channel and comment on your favorite campaigns.
Over the weekend, I took a look at some of the early entries.
For example, Climate Kid is thought-provoking, funny, honest, warm, informative and creatively brilliant. Climate Kid is the world's first child to have fully evolved to deal with his ever changing environment. Or at least he will be in a few million years if we don't find ways to adapt to climate change. Watch this fabulously futuristic film Do The Green Thing made with UNICEF narrated by broadcaster Jon Snow about an ordinary kid evolving extraordinary body parts to adapt to extreme climate changes.
However, there are barely a handful of entries so far. Now, individuals, corporations, foundations, ad agencies, production companies, marketers and communications professionals have until Dec. 31, 2011, to submit or nominate their most forward-looking campaigns.
10 TED Ads Worth Spreading
So, to encourage more agencies, brands, producers and individuals to submit more entries, here are 10 campaigns from 2011 that I think are ads worth spreading:
1. "T-Mobile Angry Birds Live" – For the first time ever, watch how people use a simple smartphone to play a life-size version of the cult Angry Birds game. Complete with real shooting birds and exploding pigs!
2. "Carlsberg stunts with bikers in cinema" -- Carlsberg stunts in Belgium with 148 bikers in a movie theatre. Some innocent couples want to take their seat, but the room is filled with not-so- friendly gentlemen... How will they react?
3. "100 YEARS / STYLE / EAST LONDON" – 100 years of East London style in 100 seconds. Sept 13th 1911 - Sept 13th 2011.
4. "Dear 16-year-old Me" -- This film was made possible because real Canadians and Americans whose lives have been touched by melanoma were willing to share their stories. These are not actors.
5. "Back to the Start" – The film, by film-maker Johnny Kelly, depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. Both the film and the soundtrack were commissioned by Chipotle to emphasize the importance of developing a sustainable food system.
6. "Unleash Your Fingers" – For the launch of the Galaxy SII in France, Samsung brought JayFunk, the internet Finger Tutting phenomenon, from Los Angeles to Paris to deliver an incredible and surprising choreography.
7. "Honey Badger | Wonderful Pistachios Get Crackin' ad
8. "Star Tours: Darth Vader goes to Disneyland" – To celebrate the opening of the Star Tours attraction, Darth Vader, accompanied by two Stormtroopers, visits the Disneyland Resort in Anaheim California.
9. "Can I be your friend?" – Ever thought how odd your online life is? Ever thought what could go wrong? This film was made to explore the issues around ENO's production of Nico Muhly's new opera "Two Boys”, a new opera that lifts the lid on the dangers of living our lives online.
10. "Google Chrome: Dear Sophie" – A father uses the web to share memories with his daughter as she grows up in this video depiction.
Okay, so this is an eclectic collection. But so were last year's winners. But I believe that these are ads that people want to see and share with their friends. And that's worth celebrating.