Good post by Nick over at Albion on what he learnt from being on the Campaign BIG Awards “Digital” category panel. Most importantly is his last comment.
Is it relevant?
The most fundamental question of the day. Many of the entries put relevance down the list behind interaction. If it’s easy to make a 30 sec TVC that defies comprehension, this can be multiplied for digital experiences. Too much of what we judged was trying to be clever clogs instead of making the user feel something for the brand. And by the end of a day spent in a room with no windows, the lesson was clear. People aren’t robots. We don’t just get off on “new”, we get off on being entertained, informed, moved, educated, persuaded. Digital work that does this effortlessly, defies even being labelled as “digital”.