AdHack Blog – Oly Awards Top 5 Olympic Brands: #3 Lululemon

Posted:
10 March 2010 @ 12pm

By:
James Sherrett

Olympic brand score: 117. See photos.

Judges comments:

A shame they didn’t have ads and billboards up around town as the pins, toques, scarves, jackets were brilliant—all done guerrilla style.

3 Judges scored brands on a scale of 1 (Boo!) to 10 (Yay!) on the following 5 criteria:

Clarity — Are the ads clear? Both in their overall message and in execution in the chosen medium?
Relevance — Are the ads appropriate to the audience? Does they say something new, informing or entertaining?
Originality — Are the ads innovative? Do they have some personality? Do they surprise or delight?
Aesthetics — Are the ads beautiful? Are their design and production excellent? Are the images, typography, videography, animation or effects terrific?
Results — Do the ads reach people? Do they have an impact? (Yes, this is hard to judge without actually being privy to results or sales numbers. But we’re observing from the audiences’ perspective, considering popularity, educational aspect, longevity, memorability, social contribution or sustainability all in this score.)

Scores were added up and any comments were added. Then we let the brands fall as they had been scored. A perfect score would be 150.

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