It was very interesting to see how Ideas can be strikingly good on one side of the world, but don’t trigger anything on the other side. I got an idea on how important it is for creative judges to be able to judge ideas accordingly. I also appreciated that we had the chance to see how ideas actually get treated in an award system like this and how professional creatives behave when there are inarguably good ideas on the table and all that’s left is personal opinions
Firstly, a big thank you for all the hard work LIA did to make sure things are easy for us jury members.
I had a fantastic experience with the really well put together jury.
Also, much respect for getting all the young folks into the judging room. What a great learning experience for them, and what a wonderful use for an award show judging session!
Best of luck with all the results. Looking forward to seeing them soon
Imagine that you are picking up the best pieces of ads in 2018 that will set the tone for what creativity looks like moving forward, while casino-goers are gambling on their luck outside the judging room. We experience the same unexpected juxtaposition when Thai ads appear on the judging screen after having watched hundreds of sleek, sophisticated and Hollywood-like ads. It is a very contrasting and surprising feeling. You can be sure to see some reactions, whether laughing or tearful. I’m glad to see Thai ads perform very well alongside the best pieces of the show.
Here are my top three things I learned from Creative LIAisons:
Create empathy. Make it important to people. People will forget what you say but never how you made them feel. Achieve breakthrough over all other messages people are bombarded with. Make it game changing.
Turn expectations on their head. Be a leader not a follower. Reject how things have been done before. Don’t be socially acceptable. Bring to light things that are either unknown or taboo. Speak to an issue and intercept culture. Make it culturally relevant. Recognise moments and say the right thing in the right way at the right moment.
Create behavioural change. Experiences forge stronger impressions. Take a monotonous moment and make it interesting. Keep it simple and make it memorable. Spark conversation to expand reach. Make it actionable tomorrow.
I loved the range of speakers who generously shared very different lessons they’ve learned in their careers. To name a few of my favourites, Pum Lefebure spoke on understanding your audience and getting them to fall in love with your brand. Matt Eastwood encourages us to help people and change lives for the better. Matt MacDonald said “Move me” and urged us to use the power of emotions. Susan Credle inspired us to realise leadership doesn’t begin when you’re a manager. And Andrew Carlson educated us on the change in the industry and how experiences matter.
My favourite part of the four day schedule was sitting in on the Jury Statue Discussions for the Integration category. I have to say this was probably the greatest lesson I have been privileged to have in my entire career. Being able to be a fly on the wall while I see the years greatest work reviewed by some of the greatest global minds in the industry really helped me realise what elevated ideas from Finalists to Grand Prix.
It was also great to meet other industry professionals from all over the world as well as several from Sydney that I had not met before.
It was a privilege to review such a high caliber of work from across the world with a lively and intelligent jury headed up by Perry Fair. Branded Entertainment at its best showcases the power of creativity to draw in an audience and involve them in the brand's story, creating momentum for the brand itself. The at times lively and passionate debate about where a brand could be removed from that story and where it was so fundamental to it, was where we separated trophy winning work from just great work.
While there were so many innovative and engaging examples across experiential, branded IP and film, Corazon was a deserving winner as best in class branded entertainment. The film was a compelling and moving story that was beautifully crafted, the brand cleverly integrated and the way the audience experienced that story further deepened the message’s resonance.
Thank you Barbara, Patricia, Wayne and the LIA team for organizing a fantastic and enjoyable event.
I don’t think there’s a better environment to connect with other young creatives from around the world than this program. In a couple of days we were able to get to know creatives from Australia, Europe and all over South America. It’s something I’d never get to do in New York and I made some hopefully lifelong friends.
Likewise, I think my partner and I got the most out of Susan Credle’s seminar on managing with generosity. It’s something that’s incredibly rare in this industry, and frankly, much needed. Talent is fleeing advertising for a reason and she nailed a big part of why. We also really enjoyed Matt Macdonald’s talk about how to present work. I’ve had my share of difficult clients in my career, and seeing how much effort he puts into presenting work showed me that he’s been able to break through.
Best of luck to next year’s participants.
When they told me that I was selected to participate in the LIA Creative LIAisons, I thought it would be a very good experience. But I never imagined that it would be as amazing as it was. It was incredible to meet professionals that I have admired all my professional life and from all over the world, feeling so close to them and so comfortable having the chance to talk to them.
It was an honor for me to share this with colleagues from all over the world and those who are from different agencies. My experience at Creative LIAisons was the best experience I have had in my career.
We participated in a challenge called # LIAstoriesin6 in which my team won 1st place. But beyond the prize, I am left with a very funny and very interesting experience. I am anxious to return to McCann Buenos Aires and tell my experience and without a doubt it is something I would do a thousand times again. Thank you very much LIA!
At Creative LIAisons I learned about how some of the best and most respected work that our industry has ever created came out of great partnerships between creative and client. It was also interesting to see how the Statue Discussions at the awards judging is done. Finally, I really enjoyed the 6-second Work Shop. It was great to really focus around one specific medium and learn about it to its core.
The three things I learned at Creative LIAisons:
1. Be more generous with creative work.
2. Think of your team as a creative matrix of different skills as opposed to just a copy and art team.
3. What a Statute Discussion looks and sounds like. I really enjoyed the talk on presenting by Matt MacDonald. It was both entertaining and educational. Sitting in on the statute discussions gave great insight into what juries are looking at when it comes to awards, the importance of a good case, and making sure your idea is something that will stand out in its category.
I had a fantastic four days as part of the Radio and Audio jury, sitting with an exceptional group of people, all passionate about great radio and the use of audio. What excited me was the appreciation by my peers not only of a campaign’s idea or core message, but the craft that goes into delivering that message, including scriptwriting, vocal performance and sound design. I was impressed with the truly global nature of both the jury and the entries submitted. It was a great body of work to celebrate Radio and Audio in 2018.
CreativeLIAisons marked a turning point in my professional career. After attending, for the first time in 2015, I managed to be part of relevant ideas in my country Colombia, ideas that beyond winning awards were transcendental because they caused a positive impact on society. Nothing is coincidence, and only a couple of years later I received the proposal to join Casanova McCann in California, USA; At the same time, I had a chance to see how other creatives who attended CreativeLIAisons had also achieved essential achievements in their respective careers. Again, nothing is just a coincidence.
In 2018 I had the opportunity to return CreativeLIAisons, and again I was excited to be part of the new generation of creatives to shape the future. This is an excellent opportunity to listen to speakers who share their thoughts on the current state of the industry and the role we play in shaping the future of advertising. Also meeting the young creatives from different parts of the world and being able to sit and watch the Jury Statue Discussions is something inspiring.
I would like to return to CreativeLIAisons, but as one of the speakers and as a LIA Juror, like Ricardo Wolf, who shared his experience and the impact that CreativeLIAisons has had on his career. Finally, I want to thank LIA and McCann WorldGroup for this fantastic opportunity, especially Barbara Levy for her unparalleled support she has given me as well as all the new talents in the industry.
What was your favorite talk?
It was a week full of talks packed with exciting and inspiring moments, but if I had to choose my favorite talk, I think it was Matt MacDonald's. He shared a masterly speech with secrets to persuade and sell ideas to our clients, "That’s why selling your idea is just one small part of a creative presentation."
His lecture was a journey that went deep into all the points of a campaign presentation, showing us some daily mistakes we make as well as explaining why some good ideas die. Each of his tips were intended to teach us to improve our chances of selling the idea we want to get across with the least amount of revisions. In general, it was an excellent presentation full of memorable but straightforward phrases which invited us to reflect while keeping all the CreativeLIAison attentive.
"It's not facts. It's not a truth. It does not chart. It's not a statistic. It's not data. It's not a strategy. IT'S EMOTION ".
What did you learn when you sat in the judging room?
It is said that what happens in Vegas stays in Vegas, but I will betray this phrase because it is impossible not to share this incredible experience.
I was fortunate enough to sit in on the Non-Traditional Statue Discussions, where some of the participating judges were Khai Tham, Bruno Bertelli, Riccardo Fregoso, Rodrigo Jatene, and Liz Taylor among others. While they were discussing the statues, I could not stop thinking about the large number of mistakes that the agencies and creatives make when counting their ideas in a case study, sometimes wanting to impress many ideas end up being bullshit, and other times I could see excellent ideas but very poorly expressed in the cases. There is something that will never change, and it is the fact that a bad idea cannot be hidden behind a well-filmed case.
The most exciting part of the judging was deciding what the Grand Prix would be; it was a really stressful couple of hours, moments and opinions full of drama, all the jury members and creatives were divided 50% between 2 ideas that were discussed again and again until one of the jurors mentioned that an idea of ??public good was “no can win” Grand Prix...I asked myself why not?
What were your three biggest takeaways from the whole program?
1 - 13 hours of judging sessions.
2 - 16 hours of seminars.
3 - 5 days of networking
Thanks to London International Awards and United Advertising for giving me the opportunity to attend Creative LIAisons as a representative of Taiwan.
The Six Second Workshop was a unique experience in which young creatives from all over the world formed teams to create some excellent ideas.
The Creative LIAisons program was very well-done; great access to creative pros. I love the speech of Design Army CCO, Pum Lefebure. She told us “We are not designers or copywriters, we are seducers.” All the projects she shared with us were inspiring and impactful.
I also appreciated the time sitting in on Statue Discussions during LIAjudging, being able to listen to the jury’s discussions over the ideas was extremely helpful.
Many thanks for hosting this SUPER incredible program for us.
It was a real pleasure being included on the panel judging the Production/Post Production Craft awards this year.
Spending a few days in a room sifting through a mountain of great entries is not nearly as easy as I’d thought it would be but the team you assembled was extraordinary. A great group of people being led by a fantastic President, Rob Galluzzo, made the entire experience really quite wonderful.
Judging is one of the few times throughout the year that we get to debate what good work is. Judging work with such a diverse group all with slightly different points of view is really refreshing.
Thanks for a great week.
Being part of the judging at LIA 2018 was a unique and refreshing experience.
It was an honor to share space with such a talented crew and enjoy a deep dive into great creative projects.
Advertising can be frustrating.
Sometimes I don’t know what I’m doing and why I’m doing it. We spend hours, months and maybe even years to create something the general public may not even see or like. So why are we even doing it? Are any of us even making a difference?
I’m in a love-hate relationship with the industry. And I was in the “hate” phase right before the Creative LIAisons.
After? I realised the cynic in me was thinking about our work the wrong way.
Yes, sometimes people won’t see your TV ad. Some will hate your Billboard. But every “little” thing we do is all part of a journey to, when the time comes, create something bigger that will stop people in their tracks and make a real difference.
“Communication isn’t about changing the world. It’s about changing a world.” - my boss said in a Statue Discussion.
Changing one world at a time with creatives all around the globe will, I believe, change the world. Weirdly worded, but I guess that’s one of the main things I learnt during the Creative LIAisons.
A giant thank you to LIA, my boss and agency, new friends near and far, all the speakers, juries and industry leaders. Thank you for inspiring us, and showing us that this industry has the power to make a difference in the world.
Diana Clay MacGuire
The Creative LIAisons program was an amazing experience. Every single minute of the program was thoughtfully planned to provide value for attendees’ professional development. Spending a week learning from industry leaders was instrumental to my creative growth, as was sitting in on the final day of judging to observe statue discussions. Moving forward, my criteria for my own work will be elevated by the standards upheld by LIA. The program is an amazing way to invest in the future of creativity and I can’t wait to see what all of my fellow program attendees do next!
Firstly, big shout outs to Barbara and Laurissa for putting on such an amazing experience for all of us young creatives.
I won’t lie, Vegas is a seriously weird place if you’ve never been. But for all its eccentricity, it’s a bloody wonderful city, and was so well suited to the diverse scope of creatives that attended the Creative LIAisons Event. We had the opportunity to get a glimpse of the creative world from the eyes of true greats, and were inspired by their experiences and wisdom. We got to watch an award show get judged by sitting in on Statue Discussions and we got a grip on how ruthless it is. Scary stuff.
The one thing I especially loved; the fact that the event brought creative, like-minded people from all over the globe together. All in all, Creative LIAisons was a worldly, educational experience where we got to hear from some of the best in the business on a global scale, make some new friends and have a beer or ten along the way.
Gabriela van der Linden
Creative LIAisons was intense, enriching and above all a lot of fun. Getting to watch the statue deliberations gave me a lot of insight into the small moments that push our industry forward. It was also really inspiring, because it frames our work as something that, when done well, can have purpose and impact beyond our own industry and even our clients. It was only a week long, but in that time I met interesting, wonderful people that I definitely plan on keeping in touch with.
Having to judge so much work in so many different categories carries a great deal of responsibility. We owe it to everyone involved in each project to consider their work carefully; from the client who approved the script to begin with, to the creatives who created it, to the director and the whole production team who executed it, to the post-production team who finished it. Everything must be put into a scale and given its due consideration, while keeping an open mind. Thankfully, our whole group was extraordinary. With Rob Galuzzo as our fearless leader, and varying points of view and a great passion for the art and craft of production, we found our way and allowed the top work rise to the fore.
Films like James Rouse’s “Hope” for the International Committee of the Red Cross were emotionally powerful while Grand LIA winner “The Faith of a Few” flawlessly transported us in time to when John Cooper invented the Mini and defied all expectations. These films and others clearly show that when brands place their trust in good ideas, and brave execution, the message is heard around the world.
Once again, judging LIA was about making a difference to the bulk of the other shows. A little less neurotic, a little less political, a little less VOTE-NOW-hardcore-judging. We saw work rocket from dust to silver and beyond – and plummet vice versa. Discuss, vote, re-discuss, re-vote, re-discuss, re-consider – break – watch again, vote again, discuss again, vote... Unanimous? Alright, let’s discuss!
Surprisingly, from all gold winners not a single piece of TV work was cause related, morally encompassed, or worse. After the ad industry had apparently made the world a better place over and over again – according to millions of case films – it seems like the weird wonderful WTF idea reappeared on the advertising map. Welcome back.
I really enjoyed judging at the LIAs and wanted to send heartfelt thanks to the LIA staff. It was such an impressive experience. Your hospitality, the organization of the judging, the calibre of work and jury colleagues were all world class. I also appreciated the diversity of gender and global representation throughout all of the juries.
One of my ECDs, Marty Martinez of Tank (Tank is a part of Grey group in Canada) who was on your medical jury this year and last, also shared my enthusiasm.
Creative LIAisons was a great experience. All the creatives were friendly and the Six Second workshop was fun. The entire experience will be helpful moving forward with my career.
Ivo van Vollenhoven
This year I was very impressed with the overall entries of work in Craft Production & Post Production. Notable work specially from Australia and the US, however this year we gave the Grand LIA to a job that came from Germany produced by Anorak Films with Director Daniel Wolfe, Mini Cooper “ The Faith of a Few”. A true masterpiece of craft in every single department, an overall 10 out of 10 in Direction, Production Design, Cinematography and Editing. A compelling piece for work that successfully reenacts period scenes with so much detail and realism, the camera work, the textures, I could go on and on dissecting this master piece of cinematic craft.
Jeremy Craigen - President
"Posts into Letters", a brilliant piece of work was a unanimous vote for the Grand LIA in Print. What we all loved about it was how this piece made the good old humble print category into a completely modern and relevant medium. I hope this work goes on to win multiple effectiveness awards but sadly with the state of affairs in the US this just won’t happen. But that shouldn’t stop us from trying and delivering such a powerful message as this.
Palau Pledge - What hasn’t been said about this amazing campaign already? To use a passport stamp as a piece of communication is so inspiring. Hopefully it inspires many other islands and countries to copy it.
Attending Creative LIAisons was a once-in-a-career opportunity. Seriously! Getting to mingle with some of the industry greats was something that will definitely have an impact on my career in advertising. I also made friends from around the world that I plan to stay in contact with.
The entire week was filled with incredible talks, but two of my favorites were Susan Credle’s talk about being a generous leader in the industry along with Matt MacDonald’s talk about improving our presenting skills. Both of these talks gave me insights I immediately applied upon returning to work.
In addition to these talks, we had the opportunity to sit in on the Statue Discussions. Seeing some of the industry’s top work was inspiring, and listening to the smart and elevated discussions about each campaign gave me insights that will help better my future work. It was invaluable! I feel very fortunate to have been able to be a part of Creative LIAisons.
The calibre of work was so strong this year, it made the mandatory culling painful at times. Our jury representatives spanned the globe from China and Spain to Australia, and provided helpful context. We were all committed to a shortlist that reflected the kind of creativity we want to encourage in the year ahead. Hats off to the LIA winners. Well deserved.
It was such an amazing exercise to sit on this jury and was impressed with what can be done with what is, frankly, an awkward category. Branded entertainment encapsulates so much, but when you see something that works, it really works. And then it gets awarded.
Kate Desmarais von Berg
The Creative LIAisons program was truly a one-of-a-kind experience. It reminded me what I love about the industry and the collective power we have as young creatives to help shape it. Sitting in on the statue discussions was illuminating. I learnt so much from hearing how entries are assessed and how important it is to make sure that every aspect of the work - from strategy and craft, right down to the category entered, is flawless.
Three things I have learned from Creative LIAisons:
Be bold – whether it’s in the ideas themselves or standing up for their merit.
Shake some hands – they say it’s not what you know, but who you know. LIA showed me that the latter usually informs the first though. By meeting new people and building an ad network I’m also learning tons from them and being positively influenced and inspired to do the same, if not better.
Success is in more than the ideas – from how you concept and work with others to how you actually present and speak about your work will help get it further. A great idea will die if it’s not properly presented, said Matt MacDonald, BBDO.
Luis Miguel Messianu
Thanks so much for the invitation!!! I really enjoyed the experience and I thank you for pairing me with such an amazing group of talented, experienced and nice judges. It was an honor and a privilege to share the jury with Marlee (who did a great job as President), Tom, Jill, Larissa, Bob and the two Chris’s. I look forward to staying in touch with all of you and I sincerely hope our paths are to cross again!
Please let me know if your travels bring you to my neck of the woods.
It was my first time at LIA this year, and I must say it has been an incredible inspiring as well as learning experience from start to end. The organization and other jury members have made me feel very welcome and from the start you are part of the group. It is so inspiring to discuss with like minded peers from the industry about the top creative work from our business. Discussing different perspectives, really taking the time to deep dive in the work as you would normally not always have the time for. With the industry ever changing and being more disruptive then ever, I think its so important to have a good diversity of judges in the group so I was honored to be one of them.
Taking part of an International Festival as a Jury always is an amazing experience, but LIA exceeded my expectations. First, the location: Las Vegas is an funny contradiction, the biggest gambling place on earth vs a festival where there no space to gamble. Perfect organization, time enough to judge and discuss the work, the high level jury members, it was an unique experience: fair with each submission and tough on the criteria. If you won a LIA award, you must be more than happy.
I left LIA with new friends and much better criteria. Looking forward for the next. Thanks LIA Festival.
Being part of Creative LIAisons was a really unique opportunity, so much knowledge, wisdom, and life lessons were packed into the 4 day program. The most valuable takeaway for me was that I felt connected with the global community of creatives who share the same passions and concerns as me, despite being from different parts of the world.
Things I'll carry with me: work hard and don't be afraid to go after what you love. Be generous. Connect and learn from each other. Create with purpose. Master the art of presenting your work (and edit your case studies!!!)
This year’s work reflected the massive shifts we’re seeing in our industry. Data-driven work. Mass customization. Artificial intelligence. But the best work contained those glimmers of joy and surprise and emotion that technology makes possible.
Attending Creative LIAisons was beneficial to my career.
The seminars given by the world’s top creators taught me so much. Their words will support me when work gets tough, and will assist me when I feel lost.
In addition, meeting young talents from all over the world was a great experience. I enjoyed exchanging opinions about the work and it was encouraging to see young creatives facing the same struggles as I was.
My days in Las Vegas will be unforgettable, thank you so much for the opportunity!
Three things I have learned from Creative LIAisons:
Be generous. Susan Credle, Global CCO of FCB, lectured us on the importance of 'generosity'. She taught me that being generous to oneself is as important as being generous to others.
Be optimistic. Through a workshop, young talents from all over the world made me realize how to enjoy the art of creating, and I should bring that same sense of fun in to my daily work.
Be charming. By sitting in on the jury statue discussions, I found that the 'charming' ideas tend to get more votes. I find it’s the same with people: charming people tend to make more relatable work.
Merlee Jayme - President
I would describe my LIA experience as a week of joyful listening brought to a whole new level. It was life-changing listening-- from original music composed and produced real time for a thousand names, to an innovation enabling an ALS patient regain his voice, to an album of gender friendly songs, to a hilarious story of a guy who needs to know when to stop talking, a series of motel classics- brilliantly written scripts, crafted beautifully with the perfect casting and direction.
Having a neat mix of experts who ideates, produces and executes in one room, made us go through valuable discussions on these pieces. In the end, we didn’t award a Grand LIA. But, I would definitely say my jury picked out the best radio and audio work that would push the medium further to the future.
Creative LIAisons is a well-designed event for young creatives. It aims to improve young professionals’ ways of thinking about advertising and creativity by learning from the most experienced people in this industry.
The event is also advantageous, because it leads people to start creating a global network. Attendees from all over the world meet each other and share their ways of working and thinking. This is an amazing opportunity.
Creative LIAisons: The talks, the party, the experience of sitting in the jury room to observe Statue Discussions, the Great Guns Workshop and the Gorilla Doctors judging were all amazing. Susan Credle was amazing!
I would like to thank Barbara and Laurissa for being great hosts.
Matt MacDonald’s talk on presentation stays with me every time I walk into a room. Susan Credle taught me about the type of creative I want to become. Pum Lefebure was simply inspiring making you want to get back to your desk and make magic happen. And well, Lara Logan. I will never forget that speech and the energy in that room.
Being in the judging room, sitting in on Statue Discussions was the most valuable day of the program. I learned how Gold becomes a Grand Prix and what makes a convincing case study.
LIA is everything a young creative could ask for. I met friends for life, mentors, learned priceless advice and got an insight into the minds that form an award jury.
I don’t know when or what my next step in advertising will be, but when I’m ready I have a hunch that the connections I’ve made at LIA will help me get there.
To agencies this is one of the best things you can give your creatives. It fuels minds and motivates talent to dig even deeper, look at people in new ways with meaningful insights and make a name for themselves.
WHAT HAPPENS IN VEGAS SHOULDN’T STAY IN VEGAS.
Not this time anyway. It wouldn’t be fair to keep under wraps such a refreshingly frank, honest, and respectful insight into our industry as the one we shared at this year’s LIA Awards. For five days, creatives from all over the world got together in the Nevada desert to celebrate the best our industry has to offer. We took on the commitment and responsibility of putting together a challenging list of winners in a relatively new category for brands: Integration.
The winners line up places the spotlight on bold brands who are taking a position in what matters to people and who do it through creativity; brave brands who are raising awareness about collective truths that go beyond their cause and remit. Here are brands who now talk to persons, not just consumers. Brands who are changing the world. Improving it. Transformative brands.
We staged it all under the watchful eye of young creatives from around the world; a measure that ensured our debates, arguments and opinions were of the highest quality and allowed us to establish a fair and competent list of winners.
The highlight of my stay at LIA was probably witnessing the emerging Asian and Indian markets and their ever-growing presence and relevance in our industry globally. To illustrate, in the same venue and at the same time as us they were running the LIA Chinese Creativity show, displaying the best Chinese creativity as part of the LIA Global awards.
I was also surprised, or rather disappointed, by the scant presence of the Latin-American markets, and in particular Spain. Normally our market performs well in this category and, in my view, it’s important to continue recognising our brands that have purpose. Ultimately, awarding this kind of work is a sound argument for brands who are already doing so to continue on that path, and for those brands who haven’t reached this point yet to bear in mind that, nowadays, to be relevant in people’s lives means taking a position over the things that really matter to them.
During day 3 of the Creative LIAisons program we were given an exclusive opportunity to sit in on statue discussions. I was in the Non-Traditional Jury room.
After a whole day of listening to debating, back and forth discussions, and an unexpected turn of events, it’s safe to say that the non-traditional medium is very divisive. The vagueness of the category itself can be polarizing to judge. To be honest, I’m still confused between the Experiential, Beyond Advertising and Live Events categories. Each finalist was given ample time to be deliberated on, with some work moved to other categories right there and then. At one point, the jury even asked for our take on one entry since we were the target of the campaign. It was all a surreal experience. I would go as far to say it was very exciting, as if I was in a reality show.
Creative LIAisons was an extremely rewarding experience. Every day we met new people with different ideas, who were inspiring enough to put our hangovers on hold. At the end of the week I left Vegas with a few new mates, a few new stories and a shocking room service bill. But most importantly, a better understanding of our industry and where it's headed. Another huge thanks to everyone involved and a shout out to the team at Great Guns for a cracker of a workshop on day two.
One thing for sure, Creative LIAisons was a great-once-in-a-lifetime experience; from learning the Art of Seduction from Pum Lefebure, to ‘How to Present’ from Matt Macdonald, to learning about sonic branding from ‘The Audio Boom’ Panel, and not to mention sitting in on Statue Discussions, where it was a rare opportunity to hear what the experts have to say about great work in the industry. Another great thing is the connections that I made with other great young creatives from around the world. All the above will definitely have a big impact on my career (in a good way for sure).
I thoroughly enjoyed Judging the LIA awards.
Though being inside with the Vegas sunshine outside was tough.
As a group of judges, we really aimed to keep the high standard that LIA has become known for.
To that end, many pieces did not make it, that might have made it through in other shows.
Idea and execution need to be perfect to win.
First of all, I’d like to thank everyone who made this good program happen. I greatly appreciate Creative LIAisons.
Creative LIAisons was a life-changing experience for me. It changed me and taught me a lot about how I see my creative career, how I create Ideas and how to judge the work.
I liked the speakers who have genuine intention to share their knowledge, their experience, and their process. I learned a lot sitting in on Jury Statue Discussions, which no other award show has ever give an opportunity to any young creatives to sit in before. I also learned a lot from the other young creatives who came from different parts of the world.
I hope that Creative LIAisons will continue investing in young creatives and expect that the program will grow more prominent in the future, to be a great learning place not only for Copywriters and Art Directors, but for everyone who works in the advertising industry as well.
It was an absolute pleasure to be a part of this integration jury, led by the one and only Mark Tutssel. Hands down, this is one of the strongest line-ups I've been locked in a room with. Thoughtful, insightful, critical and opinionated. It was a cracking year for work too. The top pieces were all incredibly brave, powerful and thought provoking. More importantly, they permeated culture and sparked conversations that led to great understanding, which ultimately led to positive cultural change. Kudos to all the deserved winners.
Perry Fair - President
“Are you not entertained? Are you not entertained? Is this not why you are here?!”
Branded Entertainment. Oh Branded Entertainment. At its best, it’s an emotional journey balancing storytelling and information at the highest level. At its worst, it’s a branded commercial. As a judge what you don’t want the work to feel like you are standing next to the old high school quarterback talking about how great it all was. As President of the Branded Entertainment category, I just wanted to see the jurors cry on their Vans or spit take on the other jury members all black outfit. We all walked into this with the agenda of wanting to be entertained. And to its credit, the work didn’t disappoint.
One submission stood out as our Grand LIA. 48 minutes long and we watched every second of it. It made us feel and talk and wonder about not just about the brand, or the story, but about the people and what happens next. It was everything we as judges wished we had created.
And it entertained.
Thank you LIAs. What a great judging panel to be part of. We saw some great digital work and the atmosphere was uniquely relaxed and collaborative. My first time experiencing Vegas and it was everything the headlines promised it would be! Well done to the technology team for running everything so smoothly in the background and also to the organisers for creating this wonderful industry event. I’d be honoured to come back
No pitching. No bitching. No time sheets. No bad clients. No 3QRFs. Just talking creative stuff with fellow creatives for a few days. Bliss. Thank you LIA!
It was a humbling experience to be among such a high-caliber jury.
Not only that, but the whole Vegas experience was truly special. Staying at the Encore, talking to Creative LIAisons attendees, having work awarded in the competition, etc.
Congrats for putting this show together, and please know that you can count on me whenever you need!
It’s been an honor to be part of the Non-Traditional jury at LIA. This festival is one of a kind. First of all, no online pre-judging, meaning that all the works entered are screened and pre-judged directly during the festival by the jury members. This is way more objective. Second, the jurors are only top professionals of our industry: no politics, just hard work, in a very friendly atmosphere. And last but not least, students from all over the world are invited to the last day of debate inside every jury: that’s real transparency, and it’s also very generous.
Branded Content is tough to judge, anything from music videos to episodic dramas and many entries were over 30 minutes in length.
But an experienced jury president and a fun atmosphere in the judging room made light work of what could have been a laborious few days.
Rob Galluzzo - President
I feel quite privileged to have chaired the 2018 LIA Production & Post-Production and Music Video jury. The jury was made up of wonderfully articulate people at the top of their game. All in all it’s the best jury I’ve been a part of.
As usual, the good work rose to the top. We were impressed by the high calibre of craft this year. We witnessed some wonderful films where craft was in the service of the creative idea.
As for the Grand LIA... it was an almost perfect example of all the different disciplines coming together at the highest level to deliver a masterful piece of film. Truly world class.
LIA has a unique place in the world of award shows.
It not only attracts the most senior leaders from the global industry, but also serves as the pre-eminent accelerator for future talent, especially in terms of the massive investment they make in supporting the Creative LIAisons initiative. In a time where award shows have become overly expensive and self-serving, LIA remains one of the truly benevolent forums for creativity. I have to say it was one of the best judging experiences I have ever been a part of.
Three things I have learned from Creative LIAisons:
The most eye opening part of the creative LIAisons was to see how a category is judged, I didn’t imagine it worked like that and it was useful to know why some ideas make it through and some don’t.
After all the talks, you realize there are tones of different ways to speak and present to an audience that are effective. I really enjoyed Susan Credle and Pum Lefebure’s talks even though they were completely different.
The third thing I learned was that networking shouldn’t be a serious, forced, strategic way to meet people. It should come naturally, that’s why drinks are always part of it.
The new entry in the outstanding “SickKids” campaign is driven by exuberant and inspiring filmmaking. From the film’s sensational cinematography, to its exhilarating editing and superb direction, “SickKids VS - All In” is an electrifying rallying cry for the foundation.
What happens in Vegas stays in Vegas! Except the jury’s class~
The Creative LIAisons was the best thing that happened to me in 2018.
If I had to write down 3 things to summarize my experience at Creative LIAisons, they would be open-minded thinking, helpful speakers and mysterious Statue Discussions.
Open-minded thinking - English isn’t my native language, but I found out ‘’creative’’ is the one thing we all are in common. And it’s the key to communicating between creatives from all over the world and between the creative leaders. For all the young creatives around the world, it’s a great opportunity to learn and face-to-face interact with all the top figures in the creative industry.
Helpful speakers - It was fascinating to delve inside the minds of speakers such as Pum Lefebure, understanding her faith in creating artwork. After all the valuable sharings from her, I truly appreciate all the great art that comes from working in her industry and those artists always trying hard to exceed their limits and strive for their very best. Now, I will always remind myself as an artist that no matter how hard the brief is, there is still a way to create more and beautiful works.
Mysterious Statue Discussions - It was cool to see how judging works and how varied jurors’ opinions really are. Sitting in on the judging for statue discussions was awesome from start to finish and it was so great to be able to ask personal questions. I could feel not only how professional the Jurors were, but their judging tips and passion conveyed to us. I was so lucky to be one of the members in this mysterious little box, haha!
Overall, I found Creative LIAisons to be a fantastic experience and one I was lucky enough to take part in. This amazing experience will definitely stay with me throughout my advertising life. Thank you, LIA!
Being part of the Creative LIAisons program has been a truly enriching experience. From the auditorium to the jury room, bars and restaurants we got to hear passionate testimonies and participate in interesting conversations.
I was particularly inspired by:
Ricardo Wolff telling us about his journey from Creative LIAisons to Executive Creative Director at Innocean Berlin.
Matt MacDonald making an excellent presentation about how to make an excellent presentation.
Malcolm Poynton taking a stand on the importance of the relationship with your client.
Susan Credle illustrating the importance of generosity and how to be(come) a good creative director.
Sompat Trisadikun’s rationalization of the crazy pieces of work coming from his agency and country.
Lara Logan making us see beyond our small ad world with her unbelievable stories and experiences as a world-class journalist.
Witnessing jurors from some of the best agencies in the world debate about what makes an ad “non-traditional” nowadays was a career-changing experience.
Meeting peers from all across the globe and talking about work, respective agencies and beliefs was also a great take-away from this one-week festival.
I hope more young creatives get the same opportunity as me and that this amazing program from LIA lives on and grows over the years.
Creative LIAisons was an amazing experience! Having a blast meeting new people from all around the world and listening to amazing creative people speak was great fun. On each day, we had a chance to be inspired by our speakers and rethink about what we do / can do in the industry. The 6-second workshop was an outstanding experience for developing teamwork skills & quick problem solving skills. Personally, my favourite part of the program was sitting in on the Statue Discussions – we had a chance to sit behind the jury, while they were deliberating the work and discussing very different and precious perspectives for each category. Three things I learned from Creative LIAisons: no matter what HAVE FUN, be passionate about what you do, and do not be afraid to share what you learn with others. What happens in Vegas stays all over the world thanks to Creative Liaisons!
Creative LIAsons taught me many things. But the three main things were to observe, to absorb and to perform.
To observe not only from the incredible speakers and jurors, but also my fellow attendees as they shared their work, talent and knowledge. They truly inspired me.
To absorb and to realize how amazing the advertising world is. I feel proud to be part of it.
Lastly, to perform. After going through all these amazing experiences, without a doubt, it motivated me to do better as a young creative.
S M Talha Nazim
An award is as good as its jury. What I loved about the non-traditional jury, and LIA in general, was the calibre and the diversity. This helped us understand the cultural nuances and handpick the very bravest of the brave work from across the world.
Soo Hee Yang
Defining what counts as “Non-Traditional” for a creative idea was the first challenge I encountered in serving as a jury in the Non-traditional category.
Of course, there is no doubt that the idea should always come first, but the creatives belonging to this category employed such different formats, technologies, data and approaches in bringing these ideas to life, and this made it quite difficult to determine which is “better” using just a single set of traditional criteria.
This year, so many creatives presented entirely new solutions by comfortably tearing down borders across data, technology, and innovation. But in the end, the ones that made a meaningful difference for themselves and for the awards were the creatives that were built on a solid human insight, and delivered in the right context to ultimately tear down pre-existing notions and conventions. Also, the valuable and productive discussions, comments, and critique of the jury members added even more quality to the creative standards of the LIA Awards.
Finally, I was happy to see that the Dot Mini case won in a number of categories, proving not only Korea’s strength in creating quality ideas and products through its IT-based solutions, but also the importance of human insight.”
In short, I loved every minute of Creative LIAisons. But here’re a few longer notes on the LIA experience:
LIAisons was an incredible experience and I feel honored to have been selected to take part. The week was full of inspiration, new friends from around the globe, and beer. Too often in advertising, I think we second guess if what we do and the hours we commit are worth it, but to hear from so many inspiring industry vets and see work that is doing good or changing behaviors in the world was a much-needed kick in the pants to keep on fighting to make better work. We laughed, we cried laughing and we sweat out liquor, all in the name of learning what advertising can and should be like.
Timothy Jones - President
The quality of this year’s entries was matched only by the quality of the Health & Wellness jury. They were the best creative minds I’ve had the honour of meeting. And better yet, we got the opportunity to see some of the best work in the world: work that saved lives; work that changed laws; and work that ultimately made a real difference.
But as always, there was an abundance of work that just fell flat and never made it past the first few rounds of voting. There was a clear distinction between the really poor ideas; the ones that were good; and those that were bladdy brilliant. (We called it ‘the good, the bad, and the lovely’.)
If I were to offer a quick tip for success at an advertising awards show like LIA, I would say that the first job is to make sure your work is bulletproof. Leave no reason for debate.
For picking apart.
You want your idea to glide through the first rounds of judging without any thought. The less friction there is with your entry, the more chance it stands of converting into a shiny piece of metal.
After a few long days of siphoning out the bad, we were left with an unofficial longlist. Then, with fresh eyes, and fresher coffee, we streamlined it into a shortlist that we could all defend when we returned to our agencies. We took real pride in making sure the work that made it on that list was worthy – a shortlist at LIA is a big deal.
The final round of judging was the most exciting. It was almost magical actually. It was the day where we could be vocal about the work. We could protect, criticise, question and gush. We spent the first few hours affirming our gut reactions, and awarding the golds. It always amazes me just how easy this is…these pieces just stand out from the beginning. Silver and Bronze award discussions on the other hand open up the subtle nuances of the ideas. It’s like creative alchemy - one minute you could have Silver, the next, Bronze (and in some cases, a paper certificate). That’s the power of an opinion and the strength of a concise point. And our jury was full of them.
Shiny statues sorted, the atmosphere changed to reflect the gravitas of the grand decision.
‘With great power comes great responsibility’ someone once said. And soon the burden of the decision to award a Grand LIA became obvious.
Unfortunately, after much thought, we came to a collective realisation that there was not one piece of work that stood up above the golds and declared itself a Grand LIA. It was not something we took likely. The gold winners were fantastic golds, and very well-deserved. But to put our name to a Grand LIA would’ve been amiss.
Consider it a creative challenge for 2019.
I have to take a moment to congratulate LIA for another fantastic festival. The process of judging was fair, professional and ultimately hugely enjoyable. Thanks Barbara, Patricia, Wayne and the rest of the LIA team.
We however, as a collective healthcare creative community, need to ensure we keep up our end of the deal – by entering our best work into shows like this. We have to keep testing the quality of the work in our industry. It’s the sort of creative barometer that challenges every creative team, agency and most importantly, client.
It makes us question our output – “If they can do that, why can’t we?” “How did they manage to get that idea through regulatory?” etc.
What we need is for our clients to start paying more attention to these awards. So don’t just share the winning work within your agencies, show them to your clients. Get them excited about the possibilities within healthcare. Get them talking about the ideas. Inspire them.
Hopefully next year we will see some brave work making a big difference. And who knows, maybe even a Grand LIA..
Bravo! Flat out the best award show judging experience going. Your LIA team runs a tight ship - and I, being of the Pirate persuasion, am very impressed. The venue, the meals the nights out - second to none. It’s aways an honour and a treat - thank you again!
Dear Radio Jury,
Was great to see and catch up with familiar ears and wonderful to meet the newbies! Merlee, thank you for guiding this motley crew - no easy task with Smith in the mix … you did a fantastic job! If ever you find yourselves in Toronto please look me up - I’ll take you "oot and aboot" for some maple bacon poutine and a couple of pops eh!
Till we judge again, cheers!
Creative LIAisons made my entire visit to Las Vegas extraordinary and valuable. It was a good chance to broaden my horizons; listening to lectures about things I've never challenged and sharing inspirational ideas with so many creatives. Matt MacDonald's talk on 'How to present ideas' was practical and fun, giving tips I can try right away. Being in the judging room for 'Non-traditional' Statue discussions was also very interesting, letting me know once again, that there can be so many different perspectives and opinions about a single campaign. This also was the issue with Gorilla Doctors judging too, since the juries had a very long but fruitful discussion about the winning works. Overall, the experience was helpful, entertaining and simply amazing.