THE WINNER of the 2024 Film Craft Grand Prix is ‘The Square Meter’, a beautifully executed commercial from HeimatTBWA\, Berlin, for Hornbach DIY.
A light-hearted ad, it promotes the importance of making every square metre of floor space count by creating an imaginary home in which every conceivable family function from cooking to playing table tennis is squeezed into impossibly small spaces.
Jury President Prasoon Pandey, of Corcoise Films in India, said Film Craft Jury members set themselves the goal of trying to remember how they had felt when they went to their very first awards event. “We wanted to hold that feeling in mind, the idea that we would be introduced to work that we had to beat to succeed in our careers.”
Pandey, a previous recipient of the Lion of St. Mark, said one of the toughest challenges of judging the category is that great film craft doesn’t draw attention to itself. “Great film craft enhances an idea without trying to shine above it. There’s a paradox in the fact that it is trying to raise an idea by almost being invisible.”
The Grand Prix winner came out ahead of “lots of lovely work”, Pandey said, because it was “a magical coming together of all the crafts. The lighting and production design are both outstanding when you think they had to work with such small spaces.”
‘The Square Meter’ also won two Gold Lions, as did ‘Madly/The Poem’, created by Iconoclast Paris for client The Blaze. There were also Gold Lions for campaigns from Spain, the UK and Brazil/the US.
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