I recently was invited to judge the ADDYs in Norfolk, VA.
This is the second time I've filled this role. About 2 years ago I visited Fort Worth, Texas for the cause.
For those of you who might not be familiar with the ADDY awards or the organization behind them, heres a quick description from our friends on Wikipedia:
The ADDY Awards is the world's largest advertising competition with over 50,000 entries annually. Founded in Florida in 1960 it was adopted by the American Advertising Federation, a not-for-profit industry association, as a national competition in 1968.
The ADDY Awards is unique among other advertising creative competitions in that it is the only competition that includes three levels of judging: local, regional, and national. Winning an ADDY at each level qualifies the work to progress to the next higher level.[1]
Awards presented are Gold and Silver ADDY Awards for professional and student entries. The ADDY award logo and trophy is a stylized "Star A".
Between the two events I've had to evaluate some 400 pieces of creative work, and with that in mind here's my observation on building creative that approaches remarkable.
It's hard.
No news here right? Think again.
Reminding ourselves that it is hard to create remarkable work holds a lot of implications.
It means we have to set a baseline for the work beyond whether we get paid or whether the client is happy.
It means we have to be respected in addition to liked by our teams, with the work in mind.
It means we have to understand that great work must be great in all its elements : copywriting, concept, art direction, results. Several pieces missed the mark because one of these elements was lacking.
It means we have live in a constant state of thoughtful critique, not only of the work of our peers, but of our own work as well.
It means we have to sell our clients on the value of great work, how it relates to their goals, and what it takes to get there.
It means accepting there is no "A" for effort. The work is done when it is done. And it's done when it's great.
I was inspired by a few pieces in Norfolk, but would have liked to have been inspired by more. This only served to reinforce my commitment to the work at ZilYen.
I've heard the expression, "Anything worth doing is hard." And my ADDYs weekend only underlined this thought.
Jeff Caporizzo is Vice President/Creative Director at ZilYen. To find out more visit zilyen.com
Recent Comments