A record 12,000 entries, over 22,000 pieces of work across 24 categories, divided into 153 sub-categories before being judged by 200 leading creatives hailing from 20 different countries. The result: 54 Yellow Pencils and two White Pencils; with seven of those campaigns elevated to the exalted Black Pencil status. That was the story of the 2014 D&AD Professional Awards, which saw record numbers of entries as creatives from all over the world staked their claim for the oft-elusive Pencil. Each year the bar seems to be raised higher and higher—and understandably, those numbers can look a little daunting.
Over the past few years through our partnership with Kyoorius, I’ve been lucky enough to experience firsthand some of the fantastic creative work that is being produced here in India. I’m in no doubt that the quality is high enough to win honours at the world’s biggest shows, so I’m here to help dispel a few myths and show you that the top prizes are very much within reach.
Knowing what to enter
With the amount of categories and subcategories on offer, it’s understandable to fear that an entry will be overlooked and miss out because it was placed into the wrong one.
At the top awards shows, one need not worry. Like in D&AD, we have a team that helps guide entrants through the process, handling queries and able to give impartial advice on which work should be entered where. Also, juries often will debate whether an entry will fare better under a different sub-category of their jury. If they feel a project will have a better chance of progressing elsewhere, they can request to have it moved. So one can focus purely on impressing them.
What are judges looking for?
Impressing a jury at a global show is a different challenge to the specialist or domestic counterparts. The competition is fiercer, the number of entries is greater and the criteria stricter; this much is obvious. However, before creating a winning entry, it’s important to understand some universal, often misunderstood truths.
* Judges want to find great work, they want to champion it, and they want you to do well. It may not seem like it after a fruitless year, but the biggest source of frustration in a jury room is always work that has failed to do the simple things well.
* Judges are looking for something that inspires them and tells a story. Judges often have to watch hundreds of entry films of varying lengths. So imagine, like a great novel, what your opening lines would be and captivate them early on.
* Be creative about where and how you enter your work. Do you want it to be judged on idea or craft? Sometimes the obvious category might not be most beneficial. Take your time to go through all of the sub-categories before choosing which ones to enter.
* Give work the best chance of winning by presenting it simply with as much cultural context as possible. Remember, unlike a domestic show, your jury will be made up of many nationalities. If it’s not a global campaign, explain any cultural context references that may not be understood without explanation. Succinctly emphasise the creative idea and its relevance to the audience.
* To achieve the ultimate accolade the work needs to be new, original, a step into the unknown. You can have the finest-written entry in the world, but ultimately, the work needs to be good enough!
Presenting Your Work
While more of an art form than a science, case study films can make or break an entry. Poor presentation has been the downfall of many a great creative idea, and often for all-too avoidable reasons.
Don’t be naïve as to think your entry exists in a vacuum. Juries have to pre-judge hundreds of entries before they even get to sit in a room together and unfortunately, fatigue is something one has to deal with. So when readying to submit a piece of creative, consider the following:
* Get to the idea as quickly as possible. It sounds obvious, but many entrants over-think and attempt to tell a grand tale. Don’t wait until the end.
* Make it short: a good idea doesn’t need defending. Always strive to make your point in the least amount of words possible. Be brutal and strip it back where necessary.
* Ensure the film does not exceed the maximum time allowed for the category. Jury sessions are long and judges will have less patience for those that flout the rules. Also make sure the narration is in English!
* Intricate, big-budget films are not a must. Simple films with a clearly presented idea are just as effective. It’s not to say one is better than the other. But don’t be discouraged if you don’t have the budget for all the bells and whistles. Juries are looking for great ideas and craft. If you truly have that, it shouldn’t cost a lot to show it.
* Give the audience some credit. Judges don’t like to feel they’re being patronised. They’re smart people, so give them credit. Simply tell it like it is, keep it short and possibly fun too.
Don’t lose the faith
Putting your best creative work forward up for scrutiny by the world’s top creatives can be an emotionally draining process. Often the product of months of hard work and back-and-forths pushing a project to completion, to come away from an awards show disappointed can be frustrating, especially with no feedback or explanation offered.
But don’t lose the faith. Sometimes the smallest of tweaks can be all that’s needed to unlock that next level and turn your entry from an awards contender to an award-winner. Remember to consider context, put yourself in your audiences’ shoes and find an objective eye to keep you grounded. Great creative speaks for itself, so let it do so.
The author is chief executive officer, D&AD
