Six-Second Storytelling: YouTube’s 2018 Sundance Ad Challenge

YouTube wants creatives to expand and explore short-form storytelling in a mobile world of micro moments, and this year’s six-second mini fairy tale challenge rose to the challenge.

The game: Agencies were invited to reimagine timeless classics in just 6 seconds at Sundance 2018, reprising a bite-sized creative challenge that Google and YouTube introduced two years ago.

The players: TBWA LA, JWT NY, Grey NY, Energy BBDO, Hecho en 72 LA, The Richards Group, Ogilvy London, BBH London, 72andSunny Sydney, BBH Shanghai, Ogilvy India and Publicis New York.

The plays: Shrink and update fairytales including Cinderella, Beauty and the Beast, Goldilocks, the Ugly Duckling, Hansel & Gretel, The Three Little Pigs and Little Red Riding Hood.

The result: The Greatest Stories Ever Retold.

The Feast of the Wolf – “In our modern spin on the classic fairytale, the roles of predator and prey are reversed.” (Grey)

At the Stroke of Midnight – “The clock strikes midnight and Cinderella goes missing, leaving behind nothing but a single slipper. In this noir tale, Detective Prince takes the case.” (TBWA/Chiat/Day)

Goldi’s Locks – “Got a Goldi all up in your personal space? Keep her out this hibernation season with the Goldi’s Locks home security system.” (72andSunny Sydney)

Hers and Hairy’s – “How Beauty and the Beast manage to live happily ever after.” (J. Walter Thompson New York)

Pigsty or Palace – “What happens when three little pigs compete to build the home of their dreams? It’s all fun and games until a big bad wolf comes along.” (Energy BBDO)

Project Candy House – “In the fairy tale, the Witch was outsmarted by Hansel and Gretel. Today she gets a chance to start over.” (BBH China X Eagle Media)

Puss in Boots: Hairball – “Some truths are just hard to swallow.” (Hecho En 72)

Rumpelstiltskingold.com – “Millennials love gold. Boomers love gold. And future mothers will do anything for gold.” (The Richards Group)

Snow White Scandal – “BREAKING: Snow White says her stepmom is ‘trying to kill’ her.” (Publicis New York)

The Swan – “Everyone knows what happened to the Ugly Duckling. But what became of the Swan?” (BBH London)

Thumbelina: The Right Swipe – “Who will she end up with – Mr Mole, Mr Toad, or the Prince of Flowers?” (Ogilvy India)

Trapunzel – “Working with renowned Trap artist Nadia Rose we turned Rapunzel on its head. Our Trapunzel is no damsel in distress.” (Ogilvy UK)

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