'Tis the season to be jolly

Fa-la-la-la-la, la-la-la-la

Don we now our suits and gowns

To go pick up those shiny crowns

Fa-la-la-la-la, la-la-la-la

Fast, the toils of the old year passes

It’s time for validation, lads and lasses

Fa-la-la-la-la, la-la-la-la

Sing we joyous all together

The awards season, tis is here!

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Like it or not, the awards season in Asia and India has begun! The creative industry is buzzing with excitement. Adfest recently wrapped up in Thailand, Spikes Asia shortlists are out, and May will see India and South Asia gearing up for the Abbys, Kyoorius, and the new contender, GoodAdsMatter. Soon, the global circuit will follow—Andys, Adstars, Clios, Cannes, D&AD, Dubai Lynx, LIA, New York Festivals—ensuring our LinkedIn feeds are flooded with gloating, venting, and humblebragging.

Half the advertising world celebrates this season, while the other half wonders how agencies fund these endless award entries amid ongoing industry challenges. Yet, regardless of which side you’re on, one truth remains: awards evoke a full spectrum of human emotions—joy, tears, disdain, applause, jubilation, envy, and of course, glamour.

Underneath the glitz, awards feed off a fundamental human need—validation and acceptance. It’s paradoxical that some of the most creative minds, already wielding formidable reputations, still seek external recognition for their work. Shouldn’t client appreciation, industry respect, and successful brand impact be enough?

The reality is that creative professionals, no matter how accomplished, often battle self-doubt. This isn’t exclusive to advertising—actors, musicians, chefs, and artists alike wrestle with imposter syndrome, performance anxiety, and the relentless need for peer approval. Winning an Oscar signals one’s arrival in the industry’s elite circle. Similarly, securing a Grand Prix or Agency of the Year title elevates an agency’s credibility, attracting top talent, new clients, and free PR.

The maths is simple: the more trophies, the better the bonuses and career opportunities.

But is this the only path to fame and validation? What if an agency took a different approach—what if it became the Banksy of advertising? The world-famous street artist has remained anonymous yet has become one of the most influential contemporary artists of our time. Without participating in traditional gallery exhibitions or award shows, his work sparks global conversations, garners massive PR, sells for billions, and remains accessible to the masses.

Imagine if Banksy took the stage, revealed his identity, and delivered a heartfelt speech about how humbled and honoured he was to win Global Artist of the Year. Wouldn’t that be fascinating?

Perhaps even Banksy seeks validation, relishing the recognition his anonymity generates. This, in turn, motivates him to strive harder with every piece of art he creates.

Ultimately, awards keep the creative industry competitive and passionate. As long as humans create and humans judge, awards will be celebrated. But who knows? The future may bring an AI jury that rewrites the rules altogether. Watch this space!

For now, let the champagne flow and the office shelves groan under the weight of those shiny trophies. 

The author is founder and chief creative officer, HumanSense (Sri Lanka).

This column was first published in our April issue. Click here to buy the copy.