Idea Bounty Update: Bertolli Wrap Up

Here is a brief wrap up for the Bertolli Brief that I know most of you have been patiently waiting for and thank you for said patience!

First off, we would like to thank everyone who submitted a solution to this brief - we were very pleased to see such a broad range of Ideas and want to thank you all for the effort, creativity and interesting thinking you poured into your submissions. After an extensive review process the Bertolli team was excited about one particular concept and decided to take it forward into a research phase. This was done in order to test if the concept would resonate well with the brand's core target audience. Unfortunately during this testing phase the idea (which had been translated into an animatic) did not fare well and as a result the client has decided not to take the concept forward into development and execution.  

However the Bertolli brand team feels that all efforts in trying to help them crack this problem deserve thanks and a pat on the back  - so we will be sending a hamper along to Kevin Baldwin who was responsible for the Idea that made it through to the testing phase. Congratulations dude, you keep making us proud with every submission! On that note here are some words for all of you that the Bertolli brand team wanted us to share with you; 

“We were delighted with the response to the Bertolli brief and disappointed that the idea we chose did not resonate with consumers in the way we anticipated. This has given us fresh food for thought and as a result  we are taking some more time to re-evaluated the insights behind the brand to sharpen our approach for future communication briefs  . Many thanks to everyone who invested time and energy in making a submission”

~ Phil Ellis - Bertolli Brand Manager 

Of course we will also be awarding Silver and Bronze awards to those of you who managed to make it into the shortlist. You can view these runners up here. 

Thank you once again for all your creativity and effort guys! 

* UPADATE: Since publishing the above round off of the Bertolli brief the team have decided to award Kevin with a 'consolation' Bounty of $1000 - this is in lue of submitting the best Idea that went through to a testing phase but not haveing it win the Bounty. Congradualtions Kevin!