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We aim to challenge and reinvent; to find more effective ways of making our clients’ brands move their customers. And to do so in a manner that is differentiated for their brand while being relevant to their specific customer. We aim to Resist the Usual. This is not difference for difference sake; that way lies gimmickry and short-termism. This is difference and relevance, the cornerstone of successful brand building. We use the power of insights, ideas and impact to deliver work that’s impossible to ignore. This binds us. This fires us up. This is who we are.
The View From The ADC Jury

The View From The ADC Jury

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.