"What’s exciting about the outside world is possibility. The possibility that today I will experience something new or inspirational to me or others. At the risk of relating everything in life to football, Liverpool getting to the Champions League final has sent a ripple of excitement through everyone I know. Creative craft should have an ambition to do that.
Our job is to make not just peers in our industry but people in the outside world inspired by what we’re sharing with them. Advertising can sometimes fall into the trap of being for the industry’s own gratification. We always need to be thinking about how we can explode into the outside world. In this way, we will naturally raise the bar for how we craft.
When I’m in the judging room, I want to see people questioning their own mindset about what is a good or a bad idea. I want to see less work that I know would get an award elsewhere because it’s just like last year’s crop. We’ve got to celebrate the new, the random and the excellent. Work that pushes the boundaries enough to be purely original and is brave enough to have imperfections. More ‘where the fuck did that come from?’ inspirational work that not only stimulates people in the room and makes us all envious, but that creates a ripple. This year, I want to see ideas people can genuinely get excited by."
The Industry Craft Lions Jury
Trevor Robinson OBE
Founder & Executive Creative Director, Quiet Storm, UK
Trevor is responsible for some of the most talked about, innovative advertising of our era, including, during his time at UK agency HHCL & Partners, the multi award-winning, game-changing ‘You’ve been Tango-ed’ - Orange ‘Slap’ campaign. In 1995, Trevor set up Quiet Storm, the first agency in London to write, direct and produce it’s own work. The business is best known for its work with brands including HARIBO, The Mirror, Moonpig, Vimto, Yakult, and Young’s Seafood. Trevor is renowned for his contribution to society and for encouraging future talent. He’s chaired the IPA’s Ethnic Diversity Forum and set up “Create Not Hate” to tackle gun crime by getting disenfranchised youth into advertising and creative projects. He was awarded an OBE in 2009 for his services to charity and advertising.
Partner & Chief Creative Officer CP+B Brazil
Executive Creative Director BWM Sydney Australia
Chief Creative Officer Beacon Communications Japan
Executive Creative Director Ogilvy Hong Kong
Chief Creative Officer 360i USA
Creative Director J.Walter Thompson Casablanca Morocco
Senior Digital Creative Director Vine Creatives UK
2018 · Y&R Dubai for the Interreligious Council in Bosnia and Herzegovina
Gold INDUSTRY CRAFT > ART DIRECTION > OUTDOOR
Nowadays, Bosnia, along with other countries from Europe are witnessing humanitarian migration crises. This shows that religious differences are still the root of many conflicts around the world. Due to lack of understanding of other religions, people create opinions leading to communal hatred and violence. The Interreligious Council in Bosnia and Herzegovina wanted to tackle prejudice and raise awareness of the importance of inter-religious dialogue.