Lasy year I entered D&AD with my BBC Crimewatch entry. I personally thought it was a very strong concept but thinking back I don't think I executed it very well. The fact that I produced a video for my idea was great and the right choice for presenting and showing off the concept but it was what the video was about. I tried to be clever and produce an acted scene where the judges would be able to see the concept in context. Looking back, this approach wasn't as effective as I first thought. The video was hard to understand and the concept was blurred by the dramatic acting, story line and the restricted time limit. On the brief, It stated that the concept needed to be understood within 10-20 seconds. However, the Crimewatch concept wasn't actually revealed until the last 10 seconds...
After D&AD released the results I looked at each winning entry to see what they did and how they presented their video. They were all very well structured, outlining the problem, the solution and how they solved it. It was clearly miles better. They didn't go into too much detailed or try to explain every single detail. This year I'm going learn from my mistakes and apply what I had learned from last year's winners to this year and hopefully come away with a pencil.
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