Six-Second Storytelling: YouTube’s 2018 Sundance Ad Challenge


Google YouTube 6 Second Ad Challenge Sundance 2018

YouTube wants creatives to expand and explore short-form storytelling in a mobile world of micro moments, and this year’s six-second mini fairy tale challenge rose to the challenge.

The game: Agencies were invited to reimagine timeless classics in just 6 seconds at Sundance 2018, reprising a bite-sized creative challenge that Google and YouTube introduced two years ago.

The players: TBWA\Chiat\Day\LA, JWT NY, Grey NY, Energy BBDO, Hecho en 72 LA, The Richards Group, Ogilvy London, BBH London, 72andSunny Sydney, BBH Shanghai, Ogilvy India and Publicis New York.

The plays: Shrink and update fairytales including Cinderella, Beauty and the Beast, Goldilocks, the Ugly Duckling, Hansel & Gretel, The Three Little Pigs and Little Red Riding Hood.

The result: The Greatest Stories Ever Retold.

The Feast of the Wolf – “In our modern spin on the classic fairytale, the roles of predator and prey are reversed.” (Grey)

At the Stroke of Midnight – “The clock strikes midnight and Cinderella goes missing, leaving behind nothing but a single slipper. In this noir tale, Detective Prince takes the case.” (TBWA\Chiat\Day\LA)

Goldi’s Locks – “Got a Goldi all up in your personal space? Keep her out this hibernation season with the Goldi’s Locks home security system.” (72andSunny Sydney)

Hers and Hairy’s – “How Beauty and the Beast manage to live happily ever after.” (J. Walter Thompson New York)

Pigsty or Palace – “What happens when three little pigs compete to build the home of their dreams? It’s all fun and games until a big bad wolf comes along.” (Energy BBDO)

Project Candy House – “In the fairy tale, the Witch was outsmarted by Hansel and Gretel. Today she gets a chance to start over.” (BBH China X Eagle Media)

Puss in Boots: Hairball – “Some truths are just hard to swallow.” (Hecho En 72) – “Millennials love gold. Boomers love gold. And future mothers will do anything for gold.” (The Richards Group)

Snow White Scandal – “BREAKING: Snow White says her stepmom is ‘trying to kill’ her.” (Publicis New York)

The Swan – “Everyone knows what happened to the Ugly Duckling. But what became of the Swan?” (BBH London)

Thumbelina: The Right Swipe – “Who will she end up with – Mr Mole, Mr Toad, or the Prince of Flowers?” (Ogilvy India)

Trapunzel – “Working with renowned Trap artist Nadia Rose we turned Rapunzel on its head. Our Trapunzel is no damsel in distress.” (Ogilvy UK)


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