We picked one story.
Three topics scored out of 25, then three ideas out of 30. The winner follows the office card Rosa passed around for 23 years, until one finally comes to her.
First, the topic
The send-offChosen
23/25
One retirement board, all the way to her reveal.
Hidden until the party
19/25
RelevantFilmablePayoffUniqueReusableWhy not: A holiday board kept secret until a slideshow. It needs 20 to 25 posts and was harder to film.
Nobody forgotten
17/25
RelevantFilmablePayoffUniqueReusableWhy not: A calendar reminder that becomes a scheduled board. The payoff is weak.
“For twenty three years, Rosa was the one who made sure the card went round.”
Why it won
A stranger gets it in three seconds. The card opens flat into the shape of Kudoboard's real create screen, and the film ends on a frame none of their videos has: her intro card, opening into confetti.
It starts from their own line
“Replace the card that's passed around and signed on birthdays, work anniversaries, farewells, and promotions.”
Then, the idea
AThe card that comes to herChosen
29/30
Follow the card that's passed around and signed until it becomes the card that comes to her.
BFive days
23/30
BrandBuyerFilmablePayoffUniquePhoneWhy not: Her last week, against the clock. It spends its energy on a clock the product does not show.
CHer side of the screen
22/30
BrandBuyerFilmablePayoffUniquePhoneWhy not: Start at her reveal and rewind the week. It gives the payoff away in the first second.
How each idea was scored
- Brand Does it speak in Kudoboard's own words and look?
- Buyer Does a buyer get it at a glance, even walking past a trade show booth?
- Filmable Can every frame be filmed in the real product?
- Payoff Does it end on something worth seeing?
- Unique Has no other film, theirs or ours, done it?
- Phone Can every line be read on a phone?
Where the card goes
The film follows one card as it changes shape, from paper to her screen. A line of light follows it here.
1Passed around0:10
A paper card: one line each, and her team is in four cities.
2Set up0:19
Her board, in Kudoboard's real create screen: her name and a title.
3Signed0:31
Each one-line signature flies onto a whole post.
4Read0:43
One post, read in full: twenty three years of birthdays.
5Delivered0:47
One press, and the product's own email tells her it is waiting.
6Opened0:55
Her board opens with the product's own confetti, every post at once.
