Cannes 2015: Looking for priceless nuggets: Ashwini Deshpande

"We had an amazing piece of advice from Andy Payne, our jury President. He revealed his ICE principle to us. Idea, Craft, Engagement," says Deshpande, Co Founder & Director of Elephant, who is part of Cannes Design Jury, as she talks about judging entries with ICE principle

e4m by Ashwini Deshpande
Updated: Jun 22, 2015 8:06 AM
Cannes 2015: Looking for priceless nuggets: Ashwini Deshpande

So here I am at the Cannes Lions Design Jury, with Day 3 done & final round of debates for shortlists & awards coming up over next two days.

I am always very excited by the prospect of seeing good work and being with great designers. I go into the jury room with much anticipation and an open mind. On Day 1, we had an amazing piece of advice from Andy Payne, our jury President. He revealed his ICE principle to us. Idea. Craft. Engagement. It certainly helped while going through hundreds of entries.

Some of the entries are outstanding by any standards and go beyond the barriers of culture, language, medium and location. Some start making sense when you read about the context or see case films. And some just don’t cut it… any which way. But it is still fascinating to see every entry, because you never know where the priceless nugget will peep.

Here are the five things that I learnt at this jury:

  1. Just as cricket is to India, football is for much of the world. So what’s new? Well, much of the world’s creative agencies are doing some very innovative work around football. Clients are spending serious money to engage sports fans. However, I did not see a single idea making the most of our cricket religion this year.
  2. There are apps being built for the hungry, for the gamers, for the fans of make-up, for the selfie-lovers, for the travelers and even for the really lazy people who don’t want to lift a finger. But I did not see any that help the elderly, or the differently abled.  
  3. Sometimes two entries have the exact same idea, but are designed for different clients, by different agencies from very different parts of the world. In such a case, if the ideas were outstanding, then jury would form an opinion only on the basis of the craft. So never ignore the craft.
  4. Some outstanding ideas get killed because of a badly made entry board and some average ideas start to get attention because of amazing case films. So pay attention to the colour, compositin & typography of the board.
  5. Agencies that work with really large global brands tend to flood some of the categories by sending multiple entries from the same campaign or by entering the same piece in multiple actegories. They need to remember that a good idea shines through even with one exposure. Multiple showings reduce the surprise.

And now, Côte d’Azur waits.

The author is Co-Founder and Director of Elephant.

Ashwini Deshpande
Co-founder Director, Elephant
Cannes Lions 2015 Design Jury

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