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The Immortal Awards

My Most Immortal Ad: Anna Watkins on The Guardian's 'Three Little Pigs

The Immortal Awards juror and Technicolor Creative Studios global VP of growth revisits Ringan Ledwidge's retelling of The Three Little Bits from BBH in 2012

My Most Immortal Ad: Anna Watkins on The Guardian's 'Three Little Pigs

There are now just two weeks to go until this year's Immortal Awards deadline. In the build up to the Friday 10th September cut off, our jurors have been taking it in turns to select the ads and campaigns that are most immortal to them, revealing the reasons why they've stayed with them until this day.

Anna Watkins, global VP growth of Technicolor Creative Studios, is next up and has gone back to 2012 for BBH and Ringan Ledwidge's marvelous, modern retelling of The Three Little Pigs for The Guardian.

The deadline for this year's Immortal Awards is Friday 10th September. More information on how to enter can be found at the bottom of the article.

The Guardian 'Three Little Pigs' (2012)

What a gloriously ironic retelling of the Three Little Pigs fable, flipping the simple narrative of good pigs, bad wolf on its head to make the point that no news story can be seen, dissected nor interpreted from one single and simple point of view.  

The narrative unfolds from the front-page headline through to blogs, tweets, UGC footage and reportage covering diverse, conflicting and confusing interpretations of the story from home invasion, insurance fraud, mortgage debt through to social unrest. It brilliantly brings to life The Guardian’s multimedia approach and its new model of ‘Open Journalism’ philosophy championed by Alan Rusbridger, the then Editor-in-Chief:

"Open journalism is journalism which is fully knitted into the web of information that exists in the world today. It links to it; sifts and filters it; collaborates with it and generally uses the ability of anyone to publish and share material to give a better account of the world.”

The direction, rapid cuts and multimedia formats amplify this surreal representation of the pressure in the newsroom, the scouring for sources, the drilling down for different angles and perspectives on a story and the tenacity of The Guardian’s journalists to hunt down and find out the ‘truth’.

This is truly powerful storytelling, inventive, surprising and subversive.


Agency: BBH London
Producer: Davud Karbassioun
Creative Director: David Kolbusz
Creatives: Matt Fitch & Mark Lewis
BBH head of strategy: Jason Gonsalves
BBH team director: Ngaio Pardon
BBH team manager: Alex Monger 
BBH team assistant: Katie Burkes
Production Company: Rattling Stick
Director: Ringan Ledwidge
Producer: Chris Harrison
Director of Photography: Franz Lustig
Editing Company: Work Post
Editor: Rich Orrick
Edit Assist: Ellie McNaughtan
VFX & Design
VFX & Design: The Mill
VFX Producer: Gemma Humphries
Shoot Supervisor: Gary Driver, Dave Fleet
2D Lead Artists: Gary Driver
3D Lead Artists: Dave Fleet
2D Artists: Adam Lambert
3D Artists: Tom Bolt, Jonathan Wood, Adam Droy, Luke Tickner, Alberto Lara, Iker De Los Mozos, Natalie Rocks, Adam Darrah
Assist: Zoe Cassey
Motion Graphics: Ivo Sousa
Art Department: Adam Brandon
Rotoscoping: Robert Granger

Entries to The Immortal Awards are now open and Little Black Book members can make their submissions here today. 

Entries into The Immortal Awards will be accepted until September 10th 2021. All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between 1st September 2020 and 31st August 2021.  

Every member of LBB is entitled to up to five entries, depending on their membership tier. This year, Bronze members receive one entry, Silver members will receive two entries and Gold members will receive five entries. The full list of rules, including eligibility dates, can be found here.

If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today. If you’re already a member and would like to increase your number of entries, you can upgrade your membership here.

Featured Companies: FCB Inferno

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