The seemingly simple, almost cheeky, statement – "Yes, we use cookies. But it doesn’t stop there, we also eat cookies. By using this site, you agree with our use and consumption of cookies. (Mainly this is just to see if anyone visits our site.)" – became the unlikely foundation for a Gold Hermes Creative Award in 2018. This seemingly throwaway line, a playful jab at the ubiquitous cookie consent notices, highlighted the ingenuity and audacity that can propel a seemingly small campaign to unexpected heights. While unrelated to the typical entries showcasing polished branding campaigns or meticulously crafted marketing strategies, this winning entry serves as a fascinating case study in the power of unconventional thinking and a deep understanding of the target audience within the context of the Hermes Creative Awards.
The Hermes Creative Awards, a prestigious international competition recognizing creative excellence in marketing and communication, attracts thousands of entries annually. The competition boasts a rigorous judging process, with entries evaluated based on various criteria, including originality, creativity, design, and effectiveness. Winning a Gold award is a significant achievement, signifying exceptional quality and impact within the industry. The 2018 Hermes Awards were no exception, showcasing a diverse range of high-quality entries across various categories.
The success of the "cookies" campaign, however, lies not in its technical brilliance or sophisticated design, but in its audacity and its clever use of irony. In a world saturated with cookie consent banners that are often overlooked or dismissed, this entry opted for a direct, almost absurd approach. It acknowledged the inherent annoyance of these notices while simultaneously subverting expectations. The playful addition of "we also eat cookies" injected humor and a sense of personality into a typically dry and impersonal message. This unexpected twist likely resonated with the judges, demonstrating a creative approach that transcended the typical cookie consent notice.
The campaign’s stated objective – "Mainly this is just to see if anyone visits our site" – is equally revealing. It transparently acknowledges the underlying purpose of tracking website traffic, a practice often shrouded in technical jargon and privacy policies. This honesty, while perhaps unconventional, fosters a sense of trust and transparency. In the era of increasing concerns about data privacy, this approach might have been seen as refreshing, differentiating it from the many entries that focused on more polished, yet potentially less authentic, strategies.
This success highlights a crucial aspect of the Hermes Creative Awards: the competition is not solely about technical perfection but also about the originality and effectiveness of the overall message. While the 2024 Hermes Award winners will undoubtedly showcase cutting-edge design and sophisticated marketing techniques, the 2018 Gold Award winner reminds us that innovation can come from unexpected places. It encourages a re-evaluation of what constitutes "creative excellence" and challenges the notion that only large-scale, high-budget campaigns can achieve recognition. The simple yet effective "cookies" campaign stands as a testament to the power of smart, unconventional thinking.
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