Creativity Best of 2013: Apple's Design-Minded 'Intention' and More

We're Counting down the Best Work of the Year

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Creativity is finishing off 2013 by counting down the year's best moves in brand creativity across three categories -- TV and film, print and design, and interactive and integrated campaigns. We start with No. 10 in each category.

When Apple introduced a new suite of products, it also reasserted its brand values with a quintessentially Apple film that played at the end of the event -- and now take the No. 10 spot on our TV and film list. "Intention," by TBWA/Media Arts Lab and animated out of Buck, is a sophisticated but pointed jab at the company's competitors, who are too busy "building everything" to ever really perfect one thing. A collection of dots and dashes make that point succinctly, while poetic copy ("we start to confuse convenience with joy, abundance with choice") accompanies lilting piano music.

From serious design to something irresistibly cute, Visit Scotland's "Shetland Ponies in Cardigans" takes the No. 10 spot in the print and design category.

And while nobody can really disagree on the uber-cuteness that results from ponies, Paramount's integrated campaign promoting "Anchorman 2" has resulted in as much derision as fandom. One thing's for certain, though: Burgundy was everywhere, in a campaign that brought the anchorman into journalism schools, hosting local news programs, and getting his own Ben & Jerry's flavor. The best, perhaps, was this stunt, featuring the faux newscaster interviewing Peyton Manning for ESPN's "SportsCenter." The effort earned the No. 10 spot in our integrated and interactive category.

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