Cundari’s Ad Slider: creativity vs. strategy for CMA Awards

By now you’ve seen The Canadian Marketing Association Awards ”CMA Brand Brawls” call for entries online game (and if you haven’t it can be found over in the Top Ten section, as well as here) It’s a fun campaign piece. I mean, who couldn’t imagine Lowe Roche’s Geoffery Roche kicking the crap outta ZiG’s Aaron Starkman? 

But the latest piece to Toronto agency Cundari’s campaign — in my humble opinion — beats Geoff and Aaron’s fighting skills.

The CMAs are one of those awards that celebrate creativity, strategy and results, keeping both prima donna”artistes” and bean-counting clients happy. The ads and campaigns that win are fantastically creative and strategically sound. But what happens when creativity goes on a rampage and trumps strategy, or strategy is put in the driver’s seat while creativity is under the maps in the glove compartment? 

At adslider.ca, Cundari has created an interactive experience where you can manipulate a trio of real ads (a BBDO FedEx print ad, an Ogilvy Shreddies billboard and a Rethink Playland radio spot) to see what happens when you lean towards creativity at the cost of strategy, or vice versa.

Shreddies with the slider creeping over into the strategy side.

FedEx without a single drop of strategic planning.

Personally I think monkeys and robots should be in every ad. But that’s just me.

The CMA Awards call for entries ends July 16th.