All eyes are on Cannes Lions right now, but another awards programme has just applauded the content that won’t be noticed at Cannes. Short-form content, aka snackable content. The little ad bites that are easy to share on mobile and social media and growing ever more popular with brands and their consumers.
This year Paris based start-up, The Source organised the Snackable Content Awards, the first contest dedicated to short-form content, celebrating its best creators and best content by category.
The award for 2018 Creator of the Year went to LA duo, Kyle Huber and Tommy Lundberg’s, work for Renaissance Hotels.
Thanks to a partnership with Phenix Digital, the winning creators will be honoured on over 500 digital outdoor screens throughout the city of Paris for a period of 2 weeks, with a total estimated exposure of 3.3 million passersby.
There were two main categories, best branded collaboration by industry sector and best video and image creator by creative category. Entry was free. Entries were all branded and less than 15 seconds.
This year’s jury was composed of:
Romain Collin (Fubiz), Olivier Altmann (Altmann + Pacreau), Sandrine Plasseraud (We are Social), Andrew Canter (Branded Content Marketing Association), Julien Schneider (Group Digital Director – Lacoste), Morgan Hermand-Waiche (CEO – founder Adore Me), Ian Padgham (content creator), Filipe Cuvero (VP Creative Dentsu Creative Group) – a selection of high professionals, all passionate about what the new format can bring.
Andrew Canter, Global chief executive officer, BCMA, commented, “In a world of smart devices and ever-increasing download speeds and technology, the move towards shorter content is inevitable. However, it is imperative that the content is engaging and delivers maximum impact. The Source awards for Snackable Content have brought together the ‘best of the best’ examples which are amazing. It was fantastic to see such brilliant creativity throughout the process.”
Snackable Content Awards 2018 Winners.
Best Creator of the Year: Los Angeles creator duo, Kyle Huber (@asenseofhuber) and Tommy Lundberg (@TommyLundberg).
Nearly 200 participants competed in this category, representing 39 countries, mainly the United States, France and the United Kingdom, but also Japan, Brazil and Australia.
There was a great diversity of participants, both in terms of creative technique and style showcased. Photography, GIF, stop motion, illustration were the most commonly used creative techniques in the execution. 50% of the participants submitted their entries in video format.
Kyle Huber commented,
“My passion began with drawing and painting, but evolved into the digital world when I attended the Kansas City Art Institute and became a graphic designer. After relocating to Los Angeles in 2010, I fell instantly in love with California as my design career took off and my skillsets expanded. It was then that I discovered my interest in photography, thanks to the iPhone and the launch of Instagram. With a newfound addiction to travel, I created a lifestyle full of adventure while becoming a professional photographer and brand advertiser. Tommy Lundberg is the brain and the camera behind some of my favourite hyperlapse creations. We work as a team on most of my campaigns, bouncing ideas back and forth to create a stronger solution together. Thank you for this feeling of accomplishment! I’m proud to be recognized for the efforts I have put into my artwork over the last several years as an influencer. Instagram changed my life and allowed me to find a perfect path for my talents.”
Best Branded Content of the Year
There were more than 600 entries. Food, beauty, fragrance, luxury and fashion were the industries that inspired the jury the most.
Explore the winners by sub-category – sport; travel; tech; food; home décor; media; culture & music; beverage; fashion & clothing; beauty, perfume & luxury; automotive & travel; 3D & motion; illustration; creative GIF; mashups & collage; cinemagraph; food art; photography; out of the box; illustration & reality mix (video); illustration & reality mix (image); paper art; stop motion.
