Having judged interactive over the last few years, I have a sense of how much better the entries were this year. This year the cyber entries were the best ever. So far I have judged the One Show Interactive, ADC Multi-channel category, Cannes Cyber and D&AD for Film/Graphics. The judging process is important for two reasons: one, because it is the only way to know where the creative bar is and two, it allows me to recognize new and innovative trends. As President of the ADC, I was able to see all the entries for that show which gave me a sense of just how much the entries have improved creatively across the industry.
Did you see the kind of innovation in terms of experiential work that you were expecting/hoping to see?
The biggest single innovation is the move away from informational Web sites and toward creating immersive interactive experiences. Designers are taking advantage of technology, especially broadband to develop online advertising and web sites that are beginning to evoke emotional responses from users. This is due in large part to the Web becoming a place where all forms of media converge, including design (i.e., layout, typography), animation, films, games, 3D, television commercials, music, narrative or storytelling and longer format interactive experiences.
How have award shows evolved to take into account innovative new work across media?
There are two ways that award shows have included work across media. At the ADC and One Show Interactive there was a multichannel category to account for work that bridges channels. At Cannes it was handled differently; in the Cyber awards there was a category called Integrated Interactive Campaigns and the Media Lions had a category for Best Use of Mixed Media.
How could Cannes evolve to better recognize multi-channel work?
The Titanium award at Cannes is one way to recognize multichannel work. The Jury Presidents collectively felt that to be considered for the Titanium award, the winning work should contain an original and breakthrough advertising/marketing concept that was extended across multiple channels. This year there were no Gold entries that fit these criteria. The other way to recognize work across channels would be by adding an integrated multichannel award that would be judged by all the Jury Presidents.