Shortlist Announced for 20th Anniversary British Arrows CRAFT 2016

British Arrows, this year celebrating its 20th year of honouring and awarding the innovation, bravery and artistry of those who craft moving images in advertising, today announces its shortlist for CRAFT 2016.  For the first time, VR / 360 content has its own category reflecting its growing importance in the industry.

As the only awards organisation to celebrate the individual behind the craft, the shortlist sees every size of company celebrated, from AMV/BBDO to freelance talent.  Sally Campbell’s 28-strong jury, which featured leading individuals in the world of advertising, spent two days watching over 10 hours of moving image advertising, interlaced with six hours of debating time, to discuss the finer points of the entries.  This year’s jury particularly commented on the superior strength of entries across the board. 

Campbell said: “My aim when building the jury was to find the best and most forward-thinking people I could, in each field.  Despite all of the political uncertainty this year, we still had a record number of entries  -all of which raised the standard in creativity still higher and stimulated healthy discussion amongst the group.”

The CRAFT jury has a long history of embracing judges from each discipline of advertising craft, including Directors of Photography, Casting Directors, Colourists, Editors and Sound Designers.  Ahead of viewing and voting on each category, a judge with expertise in the entered category, would elucidate to the rest of the jury, the craft behind the work - effectively allowing the jury to deconstruct each commercial and focus on the specific artistry behind each entry.

One of the most exciting developments this year was the introduction of the VR / 360 category.  With thanks to The Mill for providing the necessary technology, all the judges were able to totally immerse themselves on all platforms for every entry.

Commenting on the new category, jury member Adam Grint of The Mill said: “The British Arrows are putting themselves at the forefront of celebrating VR, 360 and AR within British advertising. Though still very much in its infancy, this technology is already proving to be a highly effective method for creativity in advertising and it’s a watershed moment in moving image advertising for VR to be recognised.”

Charlie Crompton, Chairman of the British Arrows adds: “These are not easy awards to win and it was really encouraging that the standard of work entered this year was outstanding.  The entries inspired a hugely passionate debate amongst the Jury and made their job a tough one. I’m genuinely excited by the shortlist that came from two intense days of Judging.  We’re honouring the best individual talents in the world here and I have no doubt that our 20th Anniversary show in November, is going to be the best yet.”

The shortlist is available on the British Arrows website here.

Tickets for the awards evening on Wednesday 23rd November go on sale today. Book tickets here.