Porsche Awards 2021 winners announced

On Tuesday evening, the jury announced the winning films in the three prize categories of the Porsche Awards 2021 – For Young Talents In Advertising.

As a result of the coronavirus pandemic, the award ceremony of the international advertising film prize took place in compliance with the applicable hygiene and distancing regulations. The venue capacity was reduced, and audience members had to meet one of three criteria: vaccinated, tested or recovered. The nominated filmmakers attended the event in Filmakademie Baden-Wuerttemberg’s Albrecht Ade Studio in person. The event was also broadcast online as a live stream.

The winner in the Short Advertising Content category was the Polish entry Tight Frame (directed by Katarzyna Jarecka and Jakub Skitek). The humorous and poignant spot for the Durex condom brand really impressed the jury, playing with the limits of the smartphone’s vertical video format: “A simple idea beautifully executed. Thanks to its fresh, clever and unexpected approach, this is a film we won’t forget in a hurry.”

The creative team behind Get Married Again (directed by Eugen Merher) did not have to travel far to collect the coveted winner’s trophy in the Long Advertising Content category. The dramatic short film for the Swarovski brand was produced at FABW. “This thrilling, action-packed road movie manages to captivate the viewer’s attention from start to finish,” said the jury. “The acting, cinematography, directing and location in this modern version of Bonnie and Clyde are all of exceptional quality.”

Driven by Dreams, the name of the third category, is borrowed from Porsche’s brand purpose and a quote by the company founder Ferry Porsche, who couldn’t find his dream car so decided to build it himself. This category is for films that encourage us to believe in our dreams and to work for a positive future.

The winning film in this category was Absent from England (directed by Libby Burke Wilde). It advocates state support for teenage girls from low-income households so that they can get hold of period products. The jury’s verdict: “This highly emotional film imparts a clear message on a rarely discussed topic. Its execution and the performance by the leading actress are both equally impressive."

Of the 178 submissions from 18 countries, the jury initially shortlisted twelve films. The jury members were:

• Stuart Harris, Head of the Directing Commercials Course and Co-Head of the Cinematography MA Course at the National Film and Television School, Beaconsfield
• Oliver Hoffmann, Director Marketing Communications, Porsche AG, Stuttgart
• Daniel Huntley, News Editor shots, London
• Katja Oortman, Director, Berlin
• Ute Ressler, Executive Producer NOKTO Film GmbH, Berlin
• Lyndy Stout, Editor 1.4, London

The Porsche Awards were hosted by Filmakademie Baden-Wuerttemberg for the 17th time. Porsche AG has been the main sponsor since the very beginning. This year the award ceremony was part of celebrations marking the Filmakademie’s 30th anniversary.

A number of changes were made for this edition of the advertising film award for young talents. These included a new logo, a new web presence and the new name Porsche Awards 2021 – For Young Talents In Advertising., putting even greater emphasis on the international focus. The revamped identity also features new music for the award ceremony, which was provided by jury member Shai Caleb Hirschson, Creative Managing Director at Ginger x MassiveMusic Berlin.

The prize categories were also reconfigured and adapted to reflect the latest developments in the advertising industry.