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)
What if Cinderella wasn’t the damsel in distress, but a femme fatale?
Honored to have participated in @YouTube ’s 6-second film activation at #Sundance. The Greatest Stories Ever (re)Told. Check out our film! https://t.co/bU9YGSppiY @YTAdvertisers pic.twitter.com/xFRTnNewEH
— TBWAChiatDayLA (@TBWAChiatLA) January 19, 2018
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)
Rumpelstiltskingold.com – “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)