What the judges are looking for

"I'll be looking for ideas that AI couldn't have created. For me, standout campaigns typically come from an unexpected human insight and are deftly delivered in a culturally connected way. Considering the nation's current mood, I'm excited to see campaigns that offer real-world solutions, make people smile, or do both!"

"It’s an honour to return for the 3rd time to the Creative Moment Awards jury. As always, but maybe even more this year, I’ll be looking for fresh ideas that are both timeless and timely, that are culturally relevant, capture the zeitgeist, and are earned media drivers, brought to life through campaigns that generated substantial results for the clients who had the courage to make them happen. Best of luck to all the participants!"

"I'm looking for work that delivers a jolt of the unexpected. Genuinely fresh thinking grounded in smart human insight and then nailed with impeccable craft and crystal-clear delivery. It's got to command attention and properly connect on an emotional level. And rather than just a nod to the cultural moment, owning and shaping it. Given how much the world has changed, I'm looking toward how our best and brightest creative talents adapt to create work that genuinely connects today."

“Last year was a tough year of restrictions and consistently changing rules and parameters, which is a nightmare for most creatives. I look forward to seeing campaigns/initiatives that were clever, showed real strategy and allowed nuance to guide it even with the imposed limitations.”

"I’d love to see ideas that have been brought to life through sophisticated chemistry between relevant insights and beautiful creativity."

“The clue is in the title, but what makes the Creative Moment Awards so special is the clear focus on creativity. I'm looking for genuine innovation and razor-sharp opportunism, rooted in clear strategy, with knock-out execution and game-changing results. Not much, then. If you've got some fantastically creative work up your sleeve, don't miss out on the chance to scoop one of the best accolades going.”

“This year I am looking for craft, strategy and a single minded approach to a comms challenge. Something that inspires and really challenges the audience to rethink or see themselves in the creative.”

"Stand out creative which seems so obvious yet so bloody clever with the impact stats to back it up."

"For me it’s all about dare, share, care: is it daring enough to capture attention, is it easy enough to pass on and share, do people care enough about it to take a different course of action."

“Make me sick with jealousy about an idea I wish I’d had. Make me green with envy at the impact it made.”

"I hope to see business impact; work that is relevant to the brand, tells its story and makes a difference. I’m hoping to avoid entries where people remember the agency for the idea more than the brand they are working for."

"I'm not looking for anything in particular. Best thing about judging the Creative Moment Awards and what it champions is seeing a piece of work from an unsuspecting brand, a new agency or a truly original creative thought, that makes you go, "Damn, didn't see that coming, that's special." You just know that when you see it, so there's no checklist in my pocket."

“Show me an idea that’s beautifully simple, that makes me feel something and that, most importantly, has genuinely done the job that the client set out to do.”

“I’m looking for work that’s punching. Campaigns that aren’t staying in their lane. The ones that find new ways to make me stand up and take notice.”

"I'm looking for a great creative that's simple - something that you can sum up in one sentence and it just makes sense straight away, coupled with clear outcome measures that show the effectiveness of a campaign"

“This year, I’m looking for that breakthrough insight, the one that’s been right under everyone’s nose, yet somehow hasn’t been spotted. And when it’s finally uncovered, everyone will have that “How did I miss that? It was right there the whole time!” moment.”

"I want to see bold and unexpected storytelling. I believe that the most interesting and impactful campaigns are those rooted in real human insight and lived experiences. I want to see work that shows new perspectives, has a distinct point of view, takes creative risk, and proves that authenticity makes an ad memorable."

"Exceptional earned-first ideas are increasingly dominating the global awards circuit. I'm excited to spot the emerging gems - the standout campaigns with enough originality and impact to be serious 2027 international trophy contenders."

"You know it when you feel it. A brilliantly simple idea. A sharp human truth. Impeccable craft. Work that makes you wish you’d made it first! The best ideas won’t be the ones that just create awareness… they create impact and move something in the world. That’s the real power of creativity."

'I'm looking for ideas that make me FEEL something... Shock! Awe! Tickled! Moved! Bitterly jealous I didn't think of it!'

"I want ideas that make me feel something. Inspired, happy or jealous - thinking "Damn, I wish I'd thought of that!" Original thinking, born from a cultural insight and applied in unexpected ways."

"I’m looking for ideas that feel inherently human, and speak to both an audience and brand truth in a culture first way. The stuff that makes you look twice, with a true attention to detail in execution. As the earned media landscape continues to evolve, we need creative that doesn’t just comment on, but transforms how we see the world, and I can’t wait to see what the entrants bring to the table."

"Design should support the story, not do the heavy lifting. A polished entry might catch a judge’s eye, but substance is what wins. By the end, it should be unmistakably clear why your work deserves recognition."