Written by Miranda Wade
On October 19th, ADCN welcomed some forty members and friends for the Eurobest Champions of Creativity Breakfast. Kerrie Finch (CEO, FinchFactor, Official Representative, Orange Lions NL and Board Member, ADCN) opened the floor to the visiting London contingent—Chris Moody, Chief Design Officer at Wolff Olins, Richard Brim, Chief Creative Officer at adamandeveDDB and Fiorenza Plinio, Head of Awards Development at eurobest.
Design to inspire
Both design & advertising Jury Presidents for eurobest 2017, the obvious question was on the particular gold dust needed to stand out from the competition and snag those coveted credentials. But both jurors shared a more complete and human story, designed to inspire the next set of winning entries as well as to encourage work of a certain calibre.
Tips & Tricks Chris Moody
First, to the creative itself. Opening with his agency’s guiding principle, to design with heart, Chris described his as the “business of human conversation”, referencing DDB’s ‘Words of Welcome’ campaign as a winning example of how to connect with an audience. His advice? “Listen to human beings and find out what they want, as opposed to just selling them something.” He reminds entrants that work submitted for any award should be of a level you expect to win, and credits interpretation of the brief as the absolute essential content-wise.
Tips & Tricks Richard Brim
Richard agrees, going behind the scenes on his work for award-winning campaign Monty the Penguin Christmas for John Lewis. “The brief is always the same: it’s thoughtful gifting.” No golden ticket there, but he continues that a client should be a best friend of the agency and vice versa. He shares some original ideas for the campaign since left on the cutting room floor, and adds that the trick to overcoming a stale brief and avoiding repetition lies in “switching the emotional dial, just a little bit.”
Tips & Tricks Fiorenza Plinio, Head of Awards
Breakfast wraps with tips from fellow Londoner Fiorenza Plinio on making a competitive award entry. Grab some of her best advice in our highlights below:
5 top tips on submitting work for the Eurobest Awards
1. Less is more—which you know of course, but it’s a timely reminder. Be brief but concise, and put yourself in the jury’s shoes.
2. Respect diversity—consider culture and context both in your work and of the individuals judging. Be sure that nuances translate in your entry or are otherwise explained.
3. Choose the right category—your work is judged accordingly, by the book. If you are doubting, drop a line to eurobest ahead of the entry date and they can help identify where your entry belongs.
4. No bullshit—much like a successful creative campaign, your entry should comfortably show what you did and what you achieved. Don’t cloud your message with a sales pitch or jargon.
5. Include results—link these back to original goals, strategies and objectives.
Deadline for submitting work for the eurobest festival is October 26, 2017. Too soon for you? Get in touch via email with Fiorenza Plinio.
Photographer Aleksandria A. Rudenko – www.rudenko-photography.com