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"Funny Was Gone For a While... But it’s Needed Now More Than Ever"



Joni Williamson, partner and head of brand at Whitehouse Post, this year's Immortal Awards North American jury partner, on what's exciting her about creativity in the region right now

"Funny Was Gone For a While... But it’s Needed Now More Than Ever"

This year's Immortal Awards jury sessions are well underway and will land in North America next week, kicking off a trio of judging days that will ultimately decide the region's Finalists.

Starting with the Canadian day in Toronto on Monday, the Immortals will then head to New York for both the US (Wednesday) and North American (Friday) sessions. 

Once again the Immortals is supported in the region is the globally award-winning creative editorial house Whitehouse Post, our North American jury partners. 

As we embark on a week in the region, we caught up with partner and head of brand Joni Williamson to find out what makes the region tick creatively right now...

LBB> What's exciting you most about North American creativity this year?

Joni> It’s so refreshing to see comedy spots making a comeback! Funny was gone for a while, appropriately so, but it’s needed now more than ever.

LBB> Why do you believe creativity is so important for the North American market right now?

Joni> These days, we are all doing more for less. Especially in the North American market. (If you haven’t already - Please read Kelly Bayett’s article in Muse).  Loyalty is hard to find and vendors are fighting for even the smallest of campaigns. The biggest carrot left to dangle out there is good creative work. The kind that doesn’t matter if you do it for free because it’s so good, it re-invigorates your love for ads. Good creative brings energy, excitement, meaningful discussions - despite the BS that happens in the negotiations before the shoot.

LBB> Why are you supporting the Immortal Awards in North America this year?

Joni> We are excited to support the Immortal Awards again this year because there are still ads that are timeless and have important messaging. The Immortal Awards set a high bar and it’s refreshing to work with a show with no categories and a singular focus on celebrating the best work.  

LBB> It wouldn't be the Immortal Awards without asking you for one project that you believe to be an Immortal piece of creativity from North America...

Joni> Before Diversity, Equity, and Inclusion was actually required in most big business, in 2015, R/GA produced Ad Council’s LOVE HAS NO LABELS. It’s what seemed like a really nice piece of music and a simple idea. But the CASTING. The people. The reactions. The film. The FEELS. It’s timeless. It’s Immortal. 

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The Immortal Awards, Wed, 26 Oct 2022 14:14:46 GMT