24 Hour Ad Challenge Complete
Backyard Productions has returned from 24 hours of pain to be recognised as one of the top five adverts entered in HYPtv’s 24-hour ad challenge (in association with Johnnie Oddball, M&C Saatchi and the ICA.)
BYP was selected as one of 20 teams (from 400 applications) to take part. The task (revealed in the first hour) was to create an advert for the Institute of Contemporary Arts (ICA), London, on the theme of “Now”, completed within 24 hours of the briefing on the 7th November.
Filming on the South Bank, in China Town and Soho, team 2 placed a large gift box wrapped in a bow, symbolising the concept of now, to capture the public’s interaction with it. “The aim was to see people walking past the box, with the inference that most people are too busy to seize the moment,” explained Ed Hollingsbee, Creative Director.
The Judging panel were Alan Yentob (Creative Director of the BBC), Graham Fink (Creative Director M&C Saatchi), Designer Peter Saville, Sophie Fiennes and Patrick Burgogne (Editor of Creative Review).
The success was a welcome surprise. “We’ve always been more than just about fan-films,” says Executive Bully Darren Scales, ”but with help from our attached experts, Steve and Nyall, this time we have really pushed ourselves to be truly creative.”
This is Backyard Productions first finished project in HD. The start of a new era! A big well done to the BYP team!