Student Scott Evans has scooped the ‘Student of the Year’ prize at the D&AD Global Student Awards 2007.
Evans, from the University College for the Creative Arts at Farnham, was honoured with the top prize for his ‘social awareness’, type-faced video for Radiohead singer Thom Yorke’s solo single The Clock.
Taking up the environmental themes of the song, Evans’ promo graphically highlights the waste generated by creating and viewing a music video — and by each and every one of us in general.
I don’t know about you, but I felt guilty for working with my computer, monitor, wireless connection and broadband on while watching the video. I only watched it once, though, as otherwise wouldn’t I be defeating the whole object of the piece?
I’m off out for a meeting this afternoon, and one thing’s for sure: I’ll be shutting down my computer and its related technologies before I leave.
We take for granted our ‘right’ to consume and with it all our ignorance pollutes the very world we live in. This video, for me, reminds us all that we should be thinking of (and acting on) reducing our consumption of resources as much as we can.
What do you think? Is it good advertising, or an ‘anti-media’ experiment designed to prey on our guilt?
To view the video, click here:
For more information on the awards, visit:
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