Peperami announces "crowd-sourcing" prize winners

by Staff, campaignlive.co.uk, 24 November 2009, 09:40am

LONDON - Two recently-redundant creatives, one from London, have won Peperami's controversial "crowd-sourcing" competition.

Tony Davidson and Kim Papworth

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Peperami...crowd sourcing competition winners announced

The snack brand today announced that Kevin Baldwin, a copywriter from London and Rowland Davies, an ex-creative director from Munich, had scooped the prize.

The competition, which bypassed traditional agencies in search of a creative idea, sparked outrage in adland.

Noam Buchalter, marketing manager at Peperami, said: "A large proportion of submissions were from experienced, creative professionals and being the first crowd-sourcing project for the brand, we couldn’t have asked for a better response."

Read blogger Steve Henry's views on crowd-sourcing

Baldwin will take home $10,000 for his efforts, with Davies winning $5,000.

Their ideas will be combined for the next TV and print campaign for Peperami’s Animal character, originally created by Lowe.

Specialist agency Smartworks is now set to start work to produce the ad.

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All Comments

Rob Mortimer - 24 November 2009

I can't work out if this is good for adland or bad...

Alex Jenkins - 24 November 2009

So what's the conclusion - that professional ad people are best at coming up with creative ideas?

Um... surely that's the point of having an industry dedicated to this area?

Alan Malarkey - 24 November 2009

Or maybe the conclusion is that you can access this professional talent without having to resort to hiring the clumsy and expensive infrastructure of an ad agency, which in most cases is making lots of its talent redundant anyway.

paulc-c - 24 November 2009

That's right Alex. And all for only $15,000. Bargain \(or will it be?)

JAMES SMYTHE - 24 November 2009

Without the associated publicity, $15k may not be enough reward in future. But there is enough freshly-redundant talent out there at the moment to constitute a competitive threat to agencies.