The importance of agility in creativity was one of the big themes to emerge at this year's B2B World Fest, hosted by The Drum in association with Stein IAS. And to illustrate that point, as part of the festival One Minute Briefs founder Nick Entwistle and Stein IAS chief Creative officer Reuben Webb joined forces to set a special B2B-themed challenge for the creative industry.
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Their task, announced during an initial discussion between the pair on making the creative process more agile, sounded deceptively simple: advertise nuts and bolts to the car industry. But as ever with One Minute Briefs, the real challenge for creatives was to hit upon an outstanding idea in quickfire fashion.
Entwistle and Webb were then joined by Isabel Sierra y Gómez de León, head of creative at Bloomberg, Trevor Johnson, thought leader and head of marketing at TikTok's Creative Lab and The Drum's very own managing director of events, Lynn Lester to judge the entries and select their own favourites from the close-to 500 entries that flooded in.
Webb said: “We’ve had some fabulous entries. The panel looked at every single one and we struggled to pick our favourites.”
Below, we reveal the judges’ personal picks alongside a few more of the standout submissions. Check out all the work by going to @oneminutebriefs on Twitter.
Nick Entwistle's winner - 'Not just nuts and bolts' by @hpstubbs
https://twitter.com/hashtag/NutsAndBolts?src=hash&ref_src=twsrc%5Etf... https://twitter.com/OneMinuteBriefs?ref_src=twsrc%5Etfw">@OneMinuteBrief... https://twitter.com/SteinIAS?ref_src=twsrc%5Etfw">@SteinIAS https://twitter.com/TheDrum?ref_src=twsrc%5Etfw">@TheDrum https://twitter.com/hashtag/B2BWORLDFEST?src=hash&ref_src=twsrc%5Etf... https://twitter.com/hashtag/AudiA6Quattro?src=hash&ref_src=twsrc%5Et... https://twitter.com/hashtag/Porsche?src=hash&ref_src=twsrc%5Etfw">#P... https://twitter.com/hashtag/BMW?src=hash&ref_src=twsrc%5Etfw">#BMW https://twitter.com/hashtag/carmanufacturing?src=hash&ref_src=twsrc%... https://twitter.com/hashtag/Rangerover?src=hash&ref_src=twsrc%5Etfw"... https://t.co/QMSm70v478">pic.twitter.com/QMSm70v478
— Helen Stubbs (@hpstubbs) https://twitter.com/hpstubbs/status/1329000286741016577?ref_src=twsrc%5E... 18, 2020
Entwistle said: “I thought this was brilliant, it made me laugh, and B2B advertising is all about that. Everyone is human and everyone can relate to really nice creative ideas.”
Isabel Sierra y Gómez de León's winner - 'How it started' by @faz791
How it started | How it’s going - Genuine spare parts https://twitter.com/OneMinuteBriefs?ref_src=twsrc%5Etfw">@OneMinuteBrief... https://twitter.com/SteinIAS?ref_src=twsrc%5Etfw">@SteinIAS https://twitter.com/TheDrum?ref_src=twsrc%5Etfw">@TheDrum href="https://twitter.com/hashtag/NutsAndBolts?src=hash&ref_src=twsrc%5Etf... https://twitter.com/hashtag/B2BWORLDFEST?src=hash&ref_src=twsrc%5Etf... https://twitter.com/MercedesBenzUK?ref_src=twsrc%5Etfw">@MercedesBenzUK https://twitter.com/MercedesBenz_SA?ref_src=twsrc%5Etfw">@MercedesBenz_SA https://twitter.com/MercedesBenz?ref_src=twsrc%5Etfw">@MercedesBenz https://t.co/B3nU23Wn3r">pic.twitter.com/B3nU23Wn3r
— Farhana Bheda (@faz791) https://twitter.com/faz791/status/1329078230079348737?ref_src=twsrc%5Etf... 18, 2020
Reuben Webb's favourite - 'Is your car trying to tell you something?' by @broomfieldrod
S.O.S. https://twitter.com/hashtag/NutsAndBolts?src=hash&ref_src=twsrc%5Etf... https://twitter.com/TheDrum?ref_src=twsrc%5Etfw">@TheDrum href="https://twitter.com/SteinIAS?ref_src=twsrc%5Etfw">@SteinIAS href="https://twitter.com/OneMinuteBriefs?ref_src=twsrc%5Etfw">@OneMinuteBrief... https://twitter.com/hashtag/B2BWORLDFEST?src=hash&ref_src=twsrc%5Etf... https://twitter.com/hashtag/BePrepared?src=hash&ref_src=twsrc%5Etfw"... https://twitter.com/hashtag/GoodTurn?src=hash&ref_src=twsrc%5Etfw">#... https://t.co/DbhECBZlg7">pic.twitter.com/DbhECBZlg7
— Rod Broomfield (@BroomfieldRod) https://twitter.com/BroomfieldRod/status/1329082765275381762?ref_src=tws... 18, 2020
Webb said: "This is the one which had me scratching my head and asking what’s this all about. I just think it’s great…I’m a creative and I know that I could make this work perfectly.”
Lynn Lester's favourite - 'The wheels on the bus' by @garydoescopy
The wheels on the bus... Advertise https://twitter.com/hashtag/NutsAndBolts?src=hash&ref_src=twsrc%5Etf... for https://twitter.com/OneMinuteBriefs?ref_src=twsrc%5Etfw">@OneMinuteBrief... https://twitter.com/SteinIAS?ref_src=twsrc%5Etfw">@SteinIAS https://twitter.com/TheDrum?ref_src=twsrc%5Etfw">@TheDrum
— GaryLewis-Copywriter (@GaryDoesCopy) https://twitter.com/GaryDoesCopy/status/1329032573784387586?ref_src=twsr... 18, 2020
https://twitter.com/hashtag/B2BWORLDFEST?src=hash&ref_src=twsrc%5Etf... https://twitter.com/hashtag/creative?src=hash&ref_src=twsrc%5Etfw">#... https://twitter.com/hashtag/design?src=hash&ref_src=twsrc%5Etfw">#de... https://twitter.com/hashtag/copywriting?src=hash&ref_src=twsrc%5Etfw... https://twitter.com/CBS_Online?ref_src=twsrc%5Etfw">@CBS_Online https://t.co/3Ds9peYX0u">pic.twitter.com/3Ds9peYX0u
Trevor Johnson's winner - 'This isn't a tyre ad' by @irishpunman
— Ciaran McK (@Irishpunman) https://twitter.com/Irishpunman/status/1329051965465178112?ref_src=twsrc... 18, 2020
With https://twitter.com/OneMinuteBriefs?ref_src=twsrc%5Etfw">@OneMinuteBrief... https://t.co/tmGHTcCl9Y">pic.twitter.com/tmGHTcCl9Y
Other entries singled out for praise included:
'World Class' by @special__ed
World Class
— special__ed (@special__ed) https://twitter.com/special__ed/status/1329038233435578372?ref_src=twsrc... 18, 2020
One Minute Brief of the Day:
Create posters to advertise https://twitter.com/hashtag/NutsAndBolts?src=hash&ref_src=twsrc%5Etf... to car manufacturers with https://twitter.com/TheDrum?ref_src=twsrc%5Etfw">@TheDrum
& https://twitter.com/SteinIAS?ref_src=twsrc%5Etfw">@SteinIAS
https://twitter.com/hashtag/B2BWORLDFEST?src=hash&ref_src=twsrc%5Etf... https://twitter.com/OneMinuteBriefs?ref_src=twsrc%5Etfw">@OneMinuteBrief... https://t.co/ejRlvI16ml">pic.twitter.com/ejRlvI16ml
'This was the moment...' by @zedtrafficker
Too late https://twitter.com/hashtag/NutsAndBolts?src=hash&ref_src=twsrc%5Etf... https://twitter.com/TheDrum?ref_src=twsrc%5Etfw">@TheDrum https://twitter.com/SteinIAS?ref_src=twsrc%5Etfw">@SteinIAS https://twitter.com/OneMinuteBriefs?ref_src=twsrc%5Etfw">@OneMinuteBrief... https://twitter.com/hashtag/B2BWORLDFEST?src=hash&ref_src=twsrc%5Etf... https://twitter.com/hashtag/BePrepared?src=hash&ref_src=twsrc%5Etfw"... https://twitter.com/hashtag/GoodTurn?src=hash&ref_src=twsrc%5Etfw">#... https://twitter.com/hashtag/Advertising?src=hash&ref_src=twsrc%5Etfw... https://t.co/49EGmlZ9eJ">pic.twitter.com/49EGmlZ9eJ
— Zed (@ZedTrafficker) https://twitter.com/ZedTrafficker/status/1329123102626881540?ref_src=tws... 18, 2020
'David can bring down Goliath' by @franpayne
It’s the little ones you've got to watch.
— Fran Payne (@FranPayne) https://twitter.com/FranPayne/status/1329031770529013761?ref_src=twsrc%5... 18, 2020
Today’s https://twitter.com/OneMinuteBriefs?ref_src=twsrc%5Etfw">@OneMinuteBrief... challenge: advertise https://twitter.com/hashtag/NutsAndBolts?src=hash&ref_src=twsrc%5Etf... to car manufacturers with https://twitter.com/TheDrum?ref_src=twsrc%5Etfw">@TheDrum https://twitter.com/SteinIAS?ref_src=twsrc%5Etfw">@SteinIAS for https://twitter.com/hashtag/B2BWORLDFEST?src=hash&ref_src=twsrc%5Etf... https://t.co/VYWJobiesm">pic.twitter.com/VYWJobiesm
