In the Experiential jury, the president and CCO of DM9 talks about pieces he evaluated online, characteristics of the festival, among other topics
For the sixth time on the D&AD jury, which starts on the 18th and runs until the 22nd, when the awards ceremony will be held in Southbank Centre, London, Icaro Doria closes the special propcast series with the Brazilian judges at the festival. He says he judged around 450 pieces online and saw “a lot of cool things”.
“I’m in the Experiential category, which is a very broad category in terms of what that could mean. It could be a digital brand experience, on mobile, or somewhere else. The definition of the category is broad. I think this is a general trend in most categories that aren’t the classic ones, like radio and print. Categories tend to be quite elastic. Therefore, we see the same pieces winning in several areas”, highlights the president and CCO of DM9.
In the episode, Doria reveals that the experience of judging at D&AD is calmer and more peaceful. “I really enjoy judging at D&AD, I find it a less nervous experience than Cannes, for example, less temperamental. I judged six times at D&AD, it’s a calmer, more peaceful experience, where we actually have time to debate the work. You are in an environment where all the judging takes place at the same time, in a beautiful warehouse, you can walk around, see all the pieces that are being evaluated”, he points out.
Regarding the criteria for winning Pencils at the festival, the creative highlights that craftsmanship and care in developing a piece, a narrative, are very important. “Craft is the main point, of course along with a good idea, and the care with every detail that you are creating the case narrative.”
DM9’s CCO also gives his opinion on the topic of artificial intelligence, saying that the market in general is very much on the surface. For him, not everything always needs to be based on the newest, most contemporary trends. “Sometimes, a good title, a good billboard, is what sticks in your head.”
