'Created For Creatives', a podcast by London International Awards, features some of the most highly esteemed and well-known names in the creative advertising industry. It was recorded live in Las Vegas during LIA's 2022 Judging. These raw and honest, no-holds barred, tell it as it is episodes, discuss and dissect work, highlight and explore trends gleaned from the 2022 submissions, as well as future directions and more.
Check out Episode 4 - All About the Emotion:
The jury, tackling non-traditional advertising said it can be anything except traditional or boring. Joana Mendes, President of Clube de Criação, São Paulo and Dörte Spengler-Ahrens, Managing Creative Director of JvM SAGA / Partner at Jung von Matt, two industry leaders, told host Chris Smith that their jury was not just looking for unique campaigns, but that they were also considering the craft of the work and how the work makes them feel.
Doerte and Joana, both from different parts of the world, shared their background, which is inspiring and barrier breaking. They speak about work they are proud of, what sparks joy when seeing the work and what they look for in the work. They both echoed the same sentiments that the work has to make an impact and touch someone emotionally.
They also discussed that impactful work doesn’t just have to be serious, stating that they both would have loved to laugh a little more in the jury room. Campaigns can have humour, while still reaching people's emotions and making a difference, saying that "joy is the most powerful human emotion."
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