Inside The Jury Room: Asia Immortal Awards Jury Whittles 18 Into 2
On Friday 24th November, an ensemble of Asia’s top agency and production creatives met for the final leg of 2023 Immortal Awards judging before the global jury day this December (8th).
This year was the first time in Immortal Awards history that Australia and New Zealand were separated from Asia, giving the rest of the continent its own judging day.
Taking place virtually, jurors gathered to view and ultimately judge a shortlist of 18 Asian entries in this year's competition.
In the end, the jury selected only two pieces of work to represent the region internationally at the global jury day on Thursday, December 7th, where the works will have a chance of winning an Immortal Award or picking up a Commendation.
The Asian Jury comprised of agency leaders and production executives, including Peter Grasse, founder and producer at Mr+Positive; Natalie Lam, chief creative officer at Publicis Groupe Asia Pacific, Middle East and Africa; Alan Leong, brand creative lead at TikTok Singapore; Lulu Lu, chief creative officer at Wunderman Thompson Taipei; Valerie Madon, chief creative officer at McCann Worldgroup Asia Pacific; Mukund Olety, chief creative officer at VMLY&R India; Josy Paul, chairman and chief creative officer at BBDO India; and Ewan Yap, group creative director at TBWA\Media Arts Lab Shanghai.
After lengthy discussions among the jurors, selecting only two finalists was consistent with a desire to award excellence, even if it meant good work missed the final cut.
Notably, the work included in the shortlist came from various countries, making the jury day as diverse as Asia itself.
Lulu Lu, chief creative officer at Wunderman Thompson Taipei, found many positive trends in the shortlisted candidates.
“Human insights are crucial, and solutions shouldn't be overly complex,” Lulu said.
“Nowadays it's not just a one-way communication from the brand's perspective; instead, it invites consumers to contribute to the creation of the content and engage with them, which can produce excellent outcomes on a shoestring budget.”
Ewan Yap, group creative director at TBWA\Media Arts Lab Shanghai, was impressed by the evolution of ads year-on-year in the region.
“I'm consistently fascinated by how brands are evolving alongside Gen Z and navigating the complexities of social media,” Ewan said.
“Rather than merely aiming content at this generation, they're customising it to excel in this visually-driven space, often erratic, relying less on traditional ideas, which might appear unfamiliar to us. It's important to recognise the courage demonstrated in embracing these unfamiliar approaches while maintaining the essence of the brand.”
Josy Paul, chairman and chief creative officer at BBDO India, was one of several jurors to comment on the positive dynamic within the jury room itself.
“There was an unsaid understanding in the jury group about the selection criteria,” Josy said.
“We were not just judging the work for its impact today but about how it will be remembered for generations.”
“The body of work we saw was very good. Many will go on to win in several award shows. But when you put the filter of ‘forever’, it forces you to think again.”
Lulu echoed this sentiment, noting the jurors were able to “convince each other” based on good-hearted discussion.
“Although it is not easy because we come from different backgrounds, cultures, and perspectives, the discussion inspired me with different perspectives and inspirations,” Lulu said.
“Our thinking was in the same vein: strategic precision, effectiveness, and creative boldness and innovation.”
Thanks to our wonderful Immortal Awards partners
The Mill
BIG KAHUNA FILMS | DEPT | The Lift | Whitehouse Post
Brill Building | Company 3 | Framestore | JSM Music | Motherland
Screen Scene | Zauberberg Productions | Zulu Alpha Kilo
ARC Edit | Chelsea Pictures | Gramercy Park Studios | Heckler
Howatson+Company | Park Pictures | Revolver Films
