It was truly an intense and mentally stimulating experience. Huge props to Aaron Starkman, our jury president, who set the tone with a massive heart and pushed us to curate the body of work that we’re truly proud of awarding. There are some insights from the basement stage Inside the Jury Room session too. Here goes nothing...

The biggest themes that emerged through the discussions:

Is this inevitable for a brand to own?

There are pieces of work that are born out of an insight or cultural behaviour that only a certain brand with immense equity can own. 

The Last Coke In The Desert was one of those pieces. Deeply ownable ONLY by Coke. It was inevitable for them to do it. 

Is this pushing the craft of what a brand can do on a traditional billboard/poster?

British Airways - Reflections is a stellar example of exercising restraint and pushing the craft on the oldest medium in advertising. Gorgeous. Visceral. Sharp.

Is this a new benchmark for creative potential and human tenacity?

The Back To Kai Tak work is a true reflection of the power of dreaming and the relentless human drive.

It fills my heart with so much hope for our industry—I hope young creatives look at this piece and are reminded of dreaming big and doing the best work of their lives. It acts as a beacon for doing work that emotionally touches millions and stays in their hearts for years to come.
My favourite of the lot.

Where are the jokes?

I wish the Use of Humour Outdoor category had more entries. The one we all violently loved was the IKEA Brighton Launch campaign. Such a funny joke, crafted in a beautiful way. 

The author is creative and founding member, Talented