Here is the BEST AD from YSB Ad & Film Camp with my commentary in English and Korean. Why the best? The camp was designed to teach students about the BALANCE that has to be achieved in creativity between the original idea and the execution, while keeping in mind the problem to be solved. Here the problem was providing the RTB, the Reason to Believe that Yonsei MBA is different from other Business Schools and the reason why prospective students should go there. With this ad the judges felt that the what to say is clear and it is that people who want to ultimately develop the mindset to think like executives and CEOs must go to the best schools, i.e. YSB. The how to say is presented also in a very clever way, using humor but also embarrassment. Thus there is a rational appeal but also emotional appeals being used. Given that this ad (and other teams ads) was made in a few hours with only very basic screenwriting, cinematography and editing training, the production values such as white balance, focusing, panning, zooming and editing are reasonably good. We also liked the Point of View shot from the top to the feet and the shooting in the bathroom which was not only hard to shoot but also creatively risk-taking. So all in all, this ad had the best balance between the idea and the execution and quite good production values. 위의 평론 요약: 크리에티브는 강의 시간에 강조했듯이 주어진 문제를 해결하기 위한 발상과 구현의 균형을 이루는 것입니다. 주어진 미션은 YSB를 위해 잠재 지원자들에게 지원 동기를 제공하는 것인데 그 관점에서 뚜렸한 RTB는 임원을 지향하려면 YSB에 가야 한다는 것이었습니다. 이 광고는 아주 짧은 시간에 이성적 소구와 유머와 굴욕 같은 감성적인 소구를 사용하고 있습니다. 기술적 구현 완성도도 굉장히 제한된 시간의 각본구성, 촬영, 편집 교육을 받은 것 감안했을 때 아주 만족스러운 편이었습니다. 특히 화장실에서의 장면은 찍기도 힘들 뿐만 아니라 내용적으로 과감성이 돋보였습니다. 결론적으로 이 광고가 심사위원들이 표방한 균형이 골고루 있었기에 대상의 영예를 받게 됐습니다. 다른 조들의 광고도 매우 만족스러웠고 기회가 되면 평론을 드리도록 하겠습니다. https://vimeo/85064101
Posted on: Tue, 28 Jan 2014 11:59:46 +0000
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