Why did you think it was important to join the PHNX jury?
Among all the “we know it’s a tough time for the world” and “we’re here for you”, this was one entity that went ahead and turned all the sympathies floating around into a dream-changing platform - for free! Actions speak louder than words and for a community that relies on a happy creative environment to function, this was a much-needed action. Had to play my part to support this wonderful step at the right time!
What impact do you think the event might have on the industry?
An industry where people relied on their company’s annual budget to decide whether the work’s worth celebrating or exemplary enough to be validated - this event just took the biggest hurdle out of the way and tweaked the measure used. The effective, creative and groundbreaking work can now be judged solely on the ability to reflect those qualities - with no fear of financial approvals!
What do you think of the hybrid jury, which includes strategists and journalists alongside creatives?
The media space attracts eyeballs from all around the world and holds the power to seed, promote and change perspectives. And with a responsibility that big, it deserves to be scrutinized by the industry’s best from all fields that it impacts. The diverse jury ensures that the competition stays well-rounded and sane from all angles!
What will you be looking for when you start judging the entries?
Raw, fresh and effective ideas that just work! The ones that can inspire a action in return even if it means just loving a brand more.
What lasting impact might the current crisis have on creative work?
With the shift in consumer priorities and behaviour, entities are bound to act more responsibly in order to maintain loyalty. Creativity would not only mean great work, from now onwards it would means great work for a greater collective good. The rise in social conscious has given creativity the chance to be more human and the brands to communicate with an empathetic yet effective language - all around the globe!