28 April 2016
As originally published on the ADC Blog
-By Nkanyezi Masango, Creative Director at Y&R SA’s Cape Town office
The only thing more rare than an ADC Cube, is the opportunity to award it.
So when I got invited to be part of this prestigious panel, I was excited to drop sunny Cape Town for snowy Beaver Creek. The chance to select culture-shaping advertising, combined with seeing snow, is too rare to pass up. On top of that, at ADC you get to judge work across multiple categories. The experience gave me a wide perspective of our industry. So after a week snuggled in a cozy room with brilliant minds, sifting through the world’s best work, I made a list of 5 observations. It’s a list I like to call, Rare Observations. Here goes:
Rare observation #1: Just because it’s mixed-media, doesn’t mean it’s integrated.
Mark Tutssel, our chairman, said it best: “a truly integrated idea weaves itself into the fabric of culture”. It’s not about shoe-horning a campaign into different mediums. A powerful integrated idea transcends media channels. #LikeAGirl is a classic example. The idea that won for integrated ADC is also proof of this.
Rare observation #2: “Fear will slow you down”
The first day of judging was quick. At 12:30, the ADC crew whisked us up to Vail, for some snowmobiling where we were split into two teams: fast and slow. Being a first-timer, I decided to go slow. It was an epic, exhilarating ride. But the fast team got to go all the way to the top. I should’ve gone with the fast team.
Rare observation #3: “Idea first, Craft second.”
This is actually an Obvious Observation that we’re all aware of, but it needs to be constantly reiterated – the purpose of craft is to enhance an idea, not to make up for it. No matter how beautifully crafted a piece is, if the core idea is weak, the whole thing is meaningless.
Rare observation #4: “Students must step away from case films.”
There were student entries that showed case films with weak ideas and fabricated results.
Rare observation #5: “Diversity is powerful.”
At the end of the week, we had narrowed the work down to just a handful of inspiring pieces. This was achieved through intelligent debates from a variety of perspectives. I doubt we would have reached that point without such a diverse group of jurors, each contributing a unique insight. Or cultural context. I learnt a helluva lot from everyone.
It’s definitely an experience I’ll never forget.