The quality of work in 'The NEW' is always a sign of how high the standard of creativity is today.
The small jury with very specialized and diverse experiences really scrutinized every piece of work from idea to execution to qualify if it's really fitting of this category. The winners here set the bar in terms of how brands should marry idea and technology, such as AI, AR and VR, to bring fresh and surprising experiences to people.
It was a great experience for me to hear the varying perspective from every single member of the jury and also a priceless reminder to push ourselves every year because the world is moving on. If we don't progress, we'll be left behind.