Q. What did you think of the quality of the entries you reviewed?
A. People have commented that our jury is more generous than last year’s as we gave away more Gold’s. But this is by no means a reflection on the overall quality of entries. Most of the Gold’s were given to the same ads in different categories, the very few that really stood out, unfortunately.
Q. How does it compare with what you’ve seen in Singapore and around the region?
A. Much of the work incorporated good insights but fell short in terms of craft and execution. The art direction relied heavily on photography or illustration, and it feels like the art directors picked out the first available typeface on the mac and simply placed it at the bottom right corner of the ad. I believe more can be done to synergize these elements.
Q. How is the Araw Awards different from other competitions you’ve judged?
A. What’s unique is the fact that the jury included clients, planners and CEOs. Overall, it’s a pretty well-organized show.
Q. What do you think of clients, media specialists, planners and creatives deliberating over the Araw entries?
A. There were a wider variety of opinions and I can appreciate the different perspectives that the clients brought to the judging. Ultimately, an award show celebrates creativity. And as long as entries are judged according the freshness of an idea and how well it works within its given environment, I think having a diverse jury panel can sometimesbe a positive influence.
Q. What struck you as most interesting among the entries in your category? Why?
A. I was excited to see the work in the Outdoor Category because in Singapore, we don’t get to push out many fresh ideas due to the restrictions and approval processes. I liked what I saw in Manila but I believe the work can still be edgier.
