(somewhat) Arbitrary awards

So the big winner at Cannes was this campaign:

maxresdefault

harveynics

It won Grands Prix for Film, Press, Promo and Integrated. So that’s four separate juries who loved it enough to give it their last Rolo.

Funny thing is, at D&AD it scored a nomination in TV, an entry for Integrated and didn’t even get in for Press (I assume it was entered). It did get a Pencil for branding, but I don’t think that category crosses over.

So one Film jury of top-level international creatives loved it, while another liked it a fair bit; one Integrated jury of top-level international creatives loved it, while another quite liked it; and one Press jury of top-level international creatives loved it, while another didn’t.

And it’s not the only example (oddly enough from the same agency). This ad won TV ad of the year at the BTAAs, Gold at Cannes and nothing at Creative Circle:

The point I’m taking ages to make is that awards are, of course, matters of opinion. If your ad meets the right people at the right time it will do well, but another, somewhat arbitrarily selected group might ignore it.

So go and worry about something else.