Strategy and Partnerships Associate
VMLY&R Commerce
New York
, United States of America
Comments
Having the privilege to observe the Statue Discussions in which jurors deliberated on work, and ultimately decided which medal, if any, should be awarded gave me an unparalleled advantage. I now better understand exactly what jurors look for in award-winning work from case study execution to craft, concept, and even category fit.
One of my biggest takeaways from the program is to not mistake emotional content with rudimentary craft or concept for an award-worthy campaign. I first saw this caution at play as the jury deliberated on a piece of work, ultimately deciding to short-list it rather than giving it a medal. They felt they were initially drawn in by the campaign’s heavy and historically important topic rather than its originality or execution. As a result, I’m striving to be cognizant of such biases when creating and critiquing work.
One of my biggest takeaways from the program is to not mistake emotional content with rudimentary craft or concept for an award-worthy campaign. I first saw this caution at play as the jury deliberated on a piece of work, ultimately deciding to short-list it rather than giving it a medal. They felt they were initially drawn in by the campaign’s heavy and historically important topic rather than its originality or execution. As a result, I’m striving to be cognizant of such biases when creating and critiquing work.