(Image courtesy of kancilawards.com)
It was a basically a debrief on how the judges picked the metal winners for this year’s Kancil Awards.
I was curious and had a million questions that I wanted to ask Jury Chairman Edmund Choe about, like:
“What was your international benchmark for great interactive work?”
“Which agency inspired you the most this year?”
“Do you think that the advertising industry has a preference for awarding Golds to Flash websites?”
But halfway through the presentation, something happened that really put me off the whole thing.
It was when one of the judges said that effectiveness wasn’t a criteria that they were looking for in a winning campaign.
To be fair, the Kancil Awards is a creative awards festival. And things like ‘effectiveness’ probably don’t matter when it comes to getting creative directors to blush and fawn over your entries.
But my line of work, digital advertising, is founded on effectiveness.
The success of web campaigns are measured on the basis of effectiveness and everything on your banner ad or website can be tracked, analyzed and cataloged to a T.
And creativity is not merely in the presentation, but in the structure, too.
And it goes without saying; the more usable and accessible your work is, the more people you reach.
I guess we’ve still got a long way to go until a CD says something like “Hey, I think that website deserves an award because I checked it out with my iPhone and it looks awesome. It even prints properly!”