Foto: Bas de Graaf
How are you going to prepare for the big week?
I'll be trying to articulate what I want great work to adhere to across the categories of digital craft. Judging is an interesting mechanic, it has its ups, downs, dips and diversions. Having a true sense of direction diving in to the judging universe helps you stay afloat.
Beyond that I'm going to think of a hilarious#humblebrag out-of-office message, make sure I don't take any presidential notes from #Trump, and gear up for what promises to be the most rewarding 6 days of work related shenanigans of 2016.
What do award shows like Cannes Lions mean for the industry?
There really isn't anything else like Cannes for our industry. It's the big one - it both defines the year that's being judged as well as setting up the next one by inspiring and informing the talents and teams that will be submitting in 2017. With that in mind it's great to see Digital Craft be part of the mix, as it means we're part of the discussion which hopefully adds to the quality of what is delivered.
What do you hope to see in the judging room?
First and foremost I'm hoping to see a hugely excited jury that is ready to knuckle for 6 days of diligent discussion and debate. Beyond that it'll be down to the work. As we're a new category I'd love to see some surprises and be able to elevate work that might get lost in Cyber, or perhaps wouldn't even be submitted at all in other categories.
Explain the importance of your category in one sentence.
We finally get to talk and teach the importance of craft in an area that has changed the industries most our clients reside in, and the lives of the people we're tasked with reaching.
What are your all time favourite Cannes cases?
I'll refer back to work i got to judge a few years back, and ended up being a big winner: 24 hours of happy by Pharrell Williams. Just a perfect piece of digital.
