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Ravi
Deshpande
CCO, Contract Advertising
What goes into making a great ad is exactly what goes into
evaluating it. The definition of what is award-worthy has
been changing over time with respect to new trends and techniques.
When I am judging work, I�m struck by something �new� and
may be even �strange�. Something that surprises and inspires
me.
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I love
a new story, a new way of telling the story, a new style of
art directing the idea and a new idea, no matter how old or
new the media is. I like work that�s not trying very hard
�to win an award� - work that is creative and honest. An award
winning ad often has the power to lure followers. So in a
way, it sparks off a new trend in terms of not just execution
but overall creative thinking. An�award winning ad has the
power to compete with thousands of new distractions invented
everyday.
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Abhinay
Deo
Director, Ramesh Deo Productions
As
a jury member for the film and Film Craft category, I had
very clear parameters in mind. One was it was all about
craft not the idea. Right from the beginning of judging
I made it clear that we should judge the ad from the point
of view of how the direction, editing, animation or how
all the other factors come together.
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Of course one of the important factors was whether the story
was being told through execution, and is justice being done
to the story? The second factor was very clearly, innovation.
Has somebody told the story in a different manner, a soundtrack
which was handled in a different manner, editing style which
is done in a different way. Something which has a newer, fresher
approach towards the making was one of the other important factors.
The third factor was how well one was able to keep the consistency
through the commercial. These were the three main factors we
considered. |
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Bobby
Pawar
NCD, Mudra
This whole judging thing to me is not business it's personal.
If any piece of work makes my usually spotted brown face
turn a peculiar shade of green I know it�s a winner. The
greatest compliment I can pay to any idea is my envy. Damn!
Double-dee-damn! I think to myself, how
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the hell did the guys/girls come up with that lethal combination
of inspired thinking and finely crafted execution? What were
they smoking? And where can I get some? One thing we were definitely
looking for were ideas that came out of the blue. Such ideas
that left us with our mouths gaping. We were looking at brilliant
solutions to a client�s problem.
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KV
Sridhar
NCD, Leo Burnett
I think freshness and originality is of utmost importance.
The first things at any award festival are these two factors
and in the first round you always look for this. When you
get to the second round after shortlisting, you look at how
relevant it is within the category. Then you watch out for
simplicity:
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the idea simple enough or is it too complicated; because the
joy and surprise would be much more if the idea is simple. The
moment you go higher up in the elimination round, the simpler
ideas will start winning much more. Then in the final stage
when you are looking at the higher awards, the higher metals,
you look at how well the ad has been crafted. The craft becomes
very important at the final round when you actually awarding
a bronze, silver or gold. If two ideas are equally good, equally
different, simple and striking, then the craft takes over. In
the final stages, the great ideas are differentiated from the
good ideas. |
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