What the judges are looking for

Here are some thoughts from our jury to give you an insight into what they are looking for when judging entries.

“It goes without saying the past year has been really tough, but creativity often thrives under tight restrictions and in times of adversity, so I’m excited to see the work that has come out of it. The Creative Moment Awards is always an inspiring one to judge (the clue is in the name) and I’m looking for campaigns I wish I’d come up with!”

Jo Chappell, creative director, Fever PR

“I’m looking for strong, simple ideas executed in interesting or beautiful ways - ideally something that doesn’t feel like advertising.”

Jolyon White, co-founder, 10 Days

"I am looking for innovative and new ideas that push the boundaries of advertising. The Creative Moment Awards are fantastic for highlighting emerging talent and great creativity so it is always really exciting to be a judge."

Suhayla Ibrahim, creative director, Coco-nut Creative

“What I am looking for as a judge are campaigns that genuinely have elicited positive change in audiences and society….and what I’ll be looking to sift-out are any with ‘plastic-purpose’ (not sustainability campaigns!) ie those with the veneer of purpose, but no depth or impact.”

Chris Bamford, creative director, Kindred

“The last year has forced everyone, everywhere to think differently. I’m looking forward to seeing how this has played out creatively - how the best minds in the industry have embraced everybody’s favourite new p word – pivot – in their thinking and used it to come up with genuinely fresh ideas.”

Jack Hutchinson, creative director, ENGINE MISCHIEF

“A campaign that is genuinely surprising and disruptive, where the team have clearly gone above and beyond to hijack any and all opportunities to maximise coverage potential, delivering results that smash a client’s expectations. All written in a way that’s entertaining and enjoyable because believe me, after reading a lot of entries, a bit of levity goes a long way.”

Ottilie Ratcliffe, creative director, The Romans

“I’m looking for entries with a beautiful thread between the insight, creative platform and execution.”

Ellie Tuck, creative director, FleishmanHillard

“When it comes to judging, I always look for the same thing: originality and clarity of thought, innovative craft and execution and something that leaves that gnarly "wish I'd done it" feeling in my gut!”

Sue Higgs, executive creative director, dentsu mcgarrybowen

"I love judging for the Creative Moment Awards! Because somehow this is the place where I can witness the synergies of all communication disciplines coming into one. At the end of the day, that's why we're in this business - to come up with a creative (communication) solution to a business problem. And I like it here because I can see this being the aim of a campaign, rather than fitting into a preset category. The winning ones are the boldest ones. You cannot bore someone into selling something."

Razvan Capanescu, creative partner, WINGS

"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!"

Gabriela Lungu, global creative director, VMLY&R Commerce

"Stoked to be judging The Creative Moment Awards again this year. As the bar gets higher yet again, what an absolute privilege it is to have the opportunity to wallow in all of the best in class creative thinking from across the creative industries."

Don Ferguson, director, Hope&Glory

"Innovation and disruption are key for me - we see the same ideas rehashed and reworked so many times, so if something is going to break the mould it needs to do things differently. Creating noise in social and PR is easy - creating lasting change and impact is much harder. Purpose driven with a key, simple message is imperative to push my buttons - doing that in a way which is creatively impactful and spectacular is a winner in my book."

Joe Goulcher, creative director, Rise at Seven

"I'll be asking if the work is a creative use of technology, or use of technology for its sake? Does the campaign enable and empower its audience around a movement for change or just profit? Does the campaign speak to its target audiences in a way that invites inclusion to the conversation? These are the questions I'll be asking when judging entries."

Chris Kedian, digital director, Alfred

"Creativity is a wonderful thing. It allows us to change the way we view the world and to think that little bit differently; allowing us to broaden our horizons, enrich our lives and solve problems great and small. It's a joyous, positive spirit and I can't wait to see the best of it in this years Creative Moment Awards."

Marc Allenby, executive creative director, Chime Group

“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.”

Kim Allain, creative, MSL

"I'm looking for work that is culture first. That is unexpected, intriguing and is not just memorable, but unforgettable."

Indy Selvarajah, executive creative director, Ketchum

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

Ala Uddin, executive creative director, mudorange

“I love work that is original in thought, and executed excellently. I love the stuff that a team has taken way beyond what was probably expected by a client. And I love creativity that has made a mark in popular culture too. That’s a lot of love.”

James Cross, creative director, BBC Creative

"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."

Poppy Lewis, creative director, Aduro Communications

"I have an unusual habit of once I’ve seen a piece of work that I admire, a piece that makes me jealous and I wish I’d done, I always contact that person or team and let them know. That’s what I’ll be looking for in the judging, talking to people I’m jealous of."

Guy Moore, founding partner, Creative Coalition

"Award worthy work is creativity that has been fought for and believed in by smart people with huge ambitions. So if it's in there, it's every judge's duty to continue that fight and make sure it gets the recognition it deserves."

Neale Horrigan, executive creative director, ELVIS

"I'm always looking for something that gives me an immediate visceral reaction without a lot of rationalising. On judging panels, everyone always says you just know a gold when you see it; it rarely needs deliberating. Winning ideas for me are usually a combination of simple human insights, cultural relevance and unexpected execution - plus, the work needs to matter in the real world."

Shirin Majid, creative director, VCCP

“I want to see something which creatively challenges my POV / disrupts my thinking. I'm interested in campaigns that create magic from the mundane and I am a big fan of the ridiculous. There is great value in levity—behind nonsensical ideas there is often something smart.”

Iona Inglesby, creative manager, Here Be Dragons

“I believe in the power of emotional connections. Campaigns that prove it will definitely catch my eye. Failing that, smart, funny and cool AF is a good place to start!”

James Hoyle, creative director, Tinman

“I’m looking for campaigns that strike the right balance between being exciting creatively and staying true to the brand, and that ideally deliver results beyond a coverage log. Making me smile helps too!”

Henry Warrington, partner and creative director, Third City

“The world has changed in the last year, I want to see work that reflects and embraces that in the most interesting, weird and wonderful ways.”

Rich Miles, CEO, Diversity Standards Collective

“I am looking for ideas that uncover the truths of their audience to start the conversation, to move the needle and to create waves in culture.”

Esin Cittone, creative director, Edelman

“A winning entry for me has the collision of something different at the centre—a unique insight or perspective smashed together with a different executional approach, all brought to life with beautiful craft.”

Laura Jordan Bambach, president & CCO, Grey London

“Something new. An original insight executed in a surprising and compelling way. For all our talk of ‘creativity’ you rarely see a completely fresh creation.”

Shaun McIlrath, global chief creative officer, Iris

“Simplicity of thought, depth of impact. We all need a little light in our lives after the last year, so I’m looking for beautiful creative solutions that serve a purpose and make the world a better place.”

Jenna Gifford, consulting director, Blurred

“I'm looking for authenticity, a piece so seamlessly executed I can easily relate to the creator of the piece in question.”

Emmanuel Areoye, creative, Create Not Hate

“Something that's made it out of the echo chamber of the marketing world and become something that your (other, more normal) friends or family would recognise and talk about.”

Ollie Edwards, creative director, Good Relations

“Work that instils both professional envy for seriously standout creativity and admiration that they not only made it happen, but did so brilliantly.”

Kat Thomas, founder & global executive creative director, One Green Bean

“It’s an honour to be part of the Creative Moment Awards once again! I’m looking forward to see ideas even greater than last year’s amazing work. As a judge, I am always excited to see innovative, surprising and disruptive ideas, that make an impact in the culture. Simple stories that have great impact.”

Pedro Americo, creative director, BBDO

"In terms of winners I’m looking for bold impactful ideas that ripple beyond an industry vertical. Creative work that excited people and offered hope after a challenging year. I’m always interested in work that has pushed a client beyond their usual narrative and raises the industry up as a whole."