Back to news

THE EPICA AWARDS’ NEW FILM CAMPAIGN REVEALS “OFF THE RECORD” EXCUSES

Mark Tungate 2021-09-16

Humorous spots from Cloudfactory and Be Sweet Films show the explanations agencies come up with when they fail to win a prize.

If agencies don’t win an Epica Award, they can’t blame the jury.

The Epica Awards are judged only by journalists, not creatives, so there’s no bias or politics. Jurors can’t even vote for work from their own country. So it’s nothing personal – only the best work wins. And by the way, the Epica Awards are currently open for entries until October 8.

In the film executions of its “No bias. No excuses” campaign,  independent Amsterdam agency Cloudfactory unveils “secretly shot” footage of agency staff reaching for excuses. The gently provocative campaign is designed to start a conversation – the advertising community will be invited to suggest more excuses via Instagram.

The three films were produced by Be Sweet Films and directed by Martín Nieto. In one, a familiar-looking Frenchman complains that a rival network dominated the jury. An Italian creative says his print idea would have won Gold – if a rival agency hadn’t submitted a similar idea, only with a case study. And a creative laments that her film would stand more chance if her client was an NGO and not a bank.

“We’ve all been in these situations or overheard similar conversations, so this is based on a reality,”
says César Garcia, creative director at Cloudfactory. “Since we work in the industry, we felt well-placed to satirize it a little.”

From the biggest network to the smallest young independent, everyone has a fair shot at winning an Epica Award.

The Epica Awards jury comprises more than 200 journalists from around the world. Senior editors and reporters from the leading trade press titles in over 50 countries are joined by specialist titles in areas like automotive, fashion, photography, production and technology, voting on categories related to their sectors. Their common denominator: an objective and unbiased expertise as observers of creativity and innovation.


About Cloudfactory
Cloudfactory is an independent Amsterdam-based creative agency specialized in creating multinational brand communications. An agency on a mission to help brands and businesses release their creativity. Founded in 2012, Cloudfactory has been co-creating global and European campaigns for clients like Booking.com, Heineken, Strongbow, adidas, KFC, Twitter and Johnson & Johnson.
http://www.cloudfactory.agency

About Be Sweet Films
Be Sweet is a global production company that brings ideas to life, working around the globe, through offices in Madrid and Barcelona.
https://www.besweetfilms.com






Back to news

Related articles

CREATIVE ALL-STARS: BBDO PUTS "THE WORK" IN
September 16, 2021
Epica news
CLAIRE BEALE JOINS THE EPICA AWARDS AS 2021 JURY PRESIDENT
September 16, 2021
Epica news
WHERE YOUR IDEAS ARE THE NEWS
September 16, 2021
Epica news
GEOGRAPHICAL FOCUS 2020
September 16, 2021
Epica news
See more articles