Campaign Middle East
JAX OSTLE EVANS EXECUTIVE PRODUCER STINKDIGITAL
A theme was messages that have meaning. Brands are expressing their values through human insights. Online films are facilitating longer narratives, resulting in a stronger emotional connection. We saw a lot of this.
Six days and 2,500 entries later, work with exceptional execution that captured social relevance and the spirit of the times was awarded. A particular favourite of the jury was “everyone is gay” – if you haven’t already, watch it.
Inevitably, the craft versus technology debate happened. The jury agreed that, in an era when our audience has the power to choose what, when and how they consume content, it is crucial that exceptional ideas and craft live at the heart – the rest will follow. The final day of awarding the Lions was intense – I woke up with a severe case of butterflies.
I was originally looking for something more unexpected yet, ultimately, classic storytelling combined with flawless craft execution won our hearts and deservedly the top prize.
Film craft is going to need to evolve in parallel with the industry. Adding more sub-categories won’t work but rethinking the current ones will.
And, lastly, be forewarned, future jurors – if you don’t pack accordingly, you will be asking your new judging colleagues if you could wrap their spare T-shirt round your freezing feet.