Inside the Jury Room: Gaming Comes to the Fore As Spanish Jury Revels in Behaviour Change
For the first time in the competition’s history, The Immortal Awards ran a Spanish jury session on Monday 16th October.
It saw some of Spain’s finest creative minds gathering to ponder over an 18-project shortlist and decide which, if any, would move forward in the competition as Finalists.
Those on the first ever Spain jury were: Paloma Adrien, chief production officer at Craft Spain; Jordina Carbo, executive creative director at VMLY&R Spain; Laura Diez, CEO and executive creative producer at Camino Films; Isa Espona, executive creative director at 14 agency; Adolfo Fernandez, head of connect consumer engagement at Diageo; Sergio Fernandez, copywriter, Sra. Rushmore; Alex Katz, co-founder and executive creative director at Officer & Gentleman; German Rivera, associate creative director, LOLA MullenLowe; and Alejandro Di Trolio, executive creative director at Cheil Worldwide.
The shortlist represented a varied and diverse body of work, spanning a number of traditional media types and categories. Ultimately, seven of those projects progress as Spanish Finalists following an enlightening afternoon of conversation that focussed very much on the positive impact the work has on society.
German says: “It was exciting to see we had a large body of work representing Spain that’s both competitive on an international level and that addresses issues that are relevant globally.”
Isa adds: “I was surprised by how the Spanish market has pushed towards gaming and activations, I think they are topics that can surprise and stand out in Europe and give another vision of the market.“
Detailing the discussions, Adolfo says: “One of the most captivating conversations revolved around the cultural influences evident in the submissions. We delved into how different regions and backgrounds shaped the work's unique perspectives and whether these creative works, deeply rooted in local nuances, had the potential to resonate internationally. This discussion proved to be both enlightening and enriching."
He adds: “Additionally, we engaged in a thoughtful discussion about inclusivity and diversity considerations in the entries presented, as well as their potential impact on society. These discussions highlighted the role that branding and creativity can play in raising awareness and changing behaviours for a better society.”
"I really appreciated the fact that more major brands are mirroring their DNA in their comms tone of voice," says Jordina. "This consistency is so important to building a brand long term. I also enjoyed that brands are still searching for social tensions in order to connect with the public not only through words, but through real actions. This social implication, I believe, is not only relevant, but necessary for every brand to position themselves."
The quality of craftsmanship in general was astonishing, and above all, I really loved the enriching discussions between jurors once the pieces had been voted on. Being able to hear and understand the different points of view that brought solid and deserved results to the final selection.
“Creativity in Spain is in good shape. I was amazed by the work we had in front of us, each with a different approach but many of them with something in common: brands putting creativity at the service of people,” concludes Sergio. “It was my first time as a jury, and it was a fantastic experience to see these outstanding professionals share their point of view. I’m happy with the work we chose to represent our country. Let’s make Spanish creativity Immortal!”
