Matt Eastwood's Thoughts on Entering LIA
2016 KEY DATES
• Entry System Now Open
• Judging: 6th October - 14th October
• Shortlist Announced: As Each Judging Session Concludes
• Winners Announced: 8th November
WHO CAN ENTER?
All companies and/or individuals involved in the creative process are eligible to enter.
As a piece of work is a collaborative effort, potentially created by more than one company, LIA allows multiple Entrants.
(see Rules of Entry)
Work submitted must be broadcast, published or released in a commercial environment with client approval between
1st July 2015 and 31st July 2016.
• Work submitted including work into the Craft Categories (i.e. Art Direction, Illustration, etc.) must be in the exact form it was broadcast, published or released with all the logos, trademarks and copy marks intact, regardless of category or medium.
• Work must not be altered for submission purposes.
Stand in one of the world’s great galleries and watch.
Someone walks in, and they stop. Entranced. Maybe it’s some huge Velázquez. Slowly, it draws them across the room. They keep walking, near enough to touch now, separated from this masterpiece of colour and composition and light and depth by only a flimsy rope. They pause, lean their head in. Then their head moves to the right. Off the Velázquez. So they can read what some curator has written about it.
Watch someone on a train reading a paper with your new full-page ad in it. They come to your page. Glance at it for 1/16th of a second to check whether it’s interesting, relevant, simple. It is. Their eyes flicker, taking in the great visual. Then their eyes flick down. To start reading the copy.
You walk into your living room and find your partner gently weeping at the new Christmas TV spot. There’s one minute, 56 seconds of soft story, accompanied by a breathy cover of an 80s track. No word need be spoken. Until the last 2 seconds when the strapline lands with an emotional wallop.
In a high-end department store, a woman stops by a new range of cosmetics, her eyes scanning a new brand’s packaging. She reaches out, grabs it. Then turns the box around and reads what the brand has to say about itself.
Visuals attract, verbals engage.
This year, the LIA recognises the importance of language in communication with a new stand-alone jury dedicated to verbal identity. In naming, tone of voice, straplines and copy. This year, brand language speaks for itself.
Verbal Identity Jury President
On judging LIA, Mark Tutssel, Global Chief Creative Officer, Leo Burnett Worldwide had this to say:
The week was a resounding success. Assembled in the Nevada desert were some of the finest creative minds in our business.
I was blessed to work with an extremely talented jury from the four corners of the world. We were on a mission to uncover brave ideas that didn’t conform to category conventions. We wanted to celebrate the revolutionary, the unconventional and the nontraditional -- fresh ideas that defied the status quo.
The winners contain some of the most influential creativity in 2015. Innovative, beautifully crafted ideas that reshape the way the entire world thinks about brands and business.
The most contemporary, unorthodox thinking came from many parts of the world - Germany, France, Brazil, Australia, Spain, Argentina, Japan, United States, Sweden, Japan, Turkey, United Kingdom, Canada, Lebanon, Turkey and New Zealand.
The French, in particular, demonstrated a massive appetite for progressive thinking. The country produced an array of fascinating work, including Atlantic Group’s “37 Days”, Intermarche’s “The Freshest Orange Juice Brand,” and The Noemi Association’s “Eyes of a Child.”
On the final day of deliberation, the jury was joined by the next generation of creative leaders, around 25 ‘under 30’s’ from around the globe. These are young creatives who naturally challenge everything. People who are actively and passionately searching for new ways to evolve and grow this industry. They had the opportunity to sit in on the discussions, hearing first-hand various points of view that ultimately decided on the best ideas and execution of the year.
While a great deal has changed, one thing hasn’t – the power of creativity.
The best ideas are the ones that are incredibly simple and rooted in beautiful human truths. In this new dynamic landscape, we have to keep creativity at the forefront of engagement because it remains the most valuable asset in business.
Finally, I would like to salute Barbara Levy and her remarkable team. Her investment in “Creative LIAisons” is an invaluable investment in our industry.
The 90 future creative leaders who were privileged to be in Las Vegas were treated to an education second to none. It was an immersive experience that I am sure will pay huge dividends in their personal development, as they rewrite the rules and take this industry to new heights.
Thank you Barbara.
Annually, LIA hosts young creatives from around the globe in Las Vegas to be part of their fully-funded Creative LIAisons program. This initiative runs simultaneously with judging and aims to bring the best young creatives together to learn, get inspired and discuss the future of the industry.
7 things I heard in Vegas that will definitely not be staying in Vegas
By Mariam Guessous
DigitasLBi: London, Paris, Boston and New York
Las Vegas is a city of high action. Slot machine sounds everywhere, music pumping from all corners, larger than life architecture—when you visit Las Vegas, you should be ready for anything. And boy, we were definitely not ready for this. But action… we definitely got.
In 5 days, we had about: 26 hours of seminars. 30 hours of lively discussions and debates. 8 straight hours of judging sessions. And probably about 10 hours of sleep total.
This doesn’t include the few hours of gambling sprinkled here and there, because well… when you’re in Vegas you might as well play a few hands, right? Right.
This city is so intense, it sucks up all you’ve got. Your energy. Your stamina. Your beauty sleep. And sometimes, even your money. Lucky for me, I won a few dollars and I got to experience a very inspiring and energizing Las Vegas—except for the beauty sleep part…
The week was filled with inspiring moments, amazing people, some unavoidable debauchery and lots of inspiration. What happens in Vegas stays in Vegas…but for the sake of sharing, please allow me to share with you 7 (lucky) moments and quotes I will take with me for the rest of my career.
1- When Ralph Van Dijk (Founding Creative Director, Eardrum) told us something so obvious, it blew our minds: “If you have more than ONE message, make more than ONE ad.”
This is a great rule of thumb. Why should we bombard our audience with multiple messages at once? Chances are, if we try to say too much too soon, we completely lose them, so it’s best to focus on one message at a time…duh.
2- When Chris Smith (Group Creative Director, The Richards Group) shared his secret to selling ideas: “If you want to sell anything to anyone, make them think it’s their idea.”
This trick is particularly useful when selling ideas to clients. Involving them early in the creative process will definitely improve our chances of selling the idea we want, and with the least amount of revisions. Tell me one creative that doesn’t want that! Thanks for the tip Chris.
3- When Pum Lefebure (Co-Founder/CCO, Design Army) reminded us that: “The notion of PLAY is something you should never lose as a creative.”
All creatives want to play. Actually, all humans want to play. But with technology distracting us all day and deadlines getting tighter and tighter, we tend to go full force at the office and forget to take a breath, relax, smile and play. After all, we are hired for our ideas, and no good idea can come from an agitated and stressed mind. Play is an integral part of what we do. Let’s not lose that, she said. Amen, Pum. Amen.
4- When Ted Royer (CCO, Droga5) insisted that empathy is everything. He said: “You can’t be a great creative without having empathy for the people you talk to. The more you care, the better creative you are.”
The best thing I heard all week! I think empathy is extremely important in our industry, as we have a huge responsibility to spread our clients’ messages to the general public. We shape culture. We shape brands. We are the link between brands and the people—that’s why we have to care, a lot.
5- When judges didn’t fall for it: “This is a beautifully shot case study video” they said, “but where the hell is the idea?”
As I was listening to judges debating whether an idea should win an award or not, it suddenly hit me: nothing has changed in our industry in decades! The most important thing is still the idea and the insight. Period. No amount of data can save your idea. You can’t hide an idea behind a nicely shot case study video. And judges have a very good BS meter. If there’s one thing I took away from this experience, it’s this: If your idea is not based on an insight, and if it doesn’t make an impact, it’s not worth submitting to any award. It’s that simple. And that hard.
6- When John Merrifield (CCO, Google Asia-Pacific) dropped this truth on all of us: “The impact is so much more important than the awards.”
I was surprised and delighted to see that most young creatives I spoke with over the week simply don’t care about awards. Not because winning awards is not fun. Not because winning awards is not exciting or important. But because most of us were pretty tired of having our ideas measured by the awards they received. An idea should be measured by its impact. Was it relevant and useful to the audience? Did it help people? Did it sell products? Did it help build an honest brand? If we manage to make this kind of impact, awards will always come. #Believe #AwardsAreComing
7- When Amir Kassaei (Worldwide CCO, DDB Worldwide) got very real with us and gave a speech we’ll dream about for years to come: “Be a great human being, and stop the bullshit. Do this, or DIE.”
Amir delivered the most emotional speech we’ve heard all week. As someone who recently experienced an unfortunate brand catastrophe with his client Volkswagen, he showed us how one can be passionate about a brand and how we can keep pushing a brand forward no matter what happens—it’s our duty. Save the industry, he said. Stop the bullshit. Be great human beings. And reinvent the industry. He said that we all have a huge responsibility to shape the future of this industry. We have the responsibility to change things for the better. And if we don’t do this, we will die as creatives, and so will this industry.
In a room full of passionately desperate young creatives, this is exactly what we needed to hear before we head back to work and begin the journey to make this industry the best it can be.
Thank you LIA. Thank you DigitasLBi. Thank you Las Vegas. All 100 of us went back to our agencies inspired, re-energized and feeling like we just won the jackpot. Of course some of us did win (a small) jackpot.