Personally, I felt a bit scammed by the judges forums at this year’s Chillies. Not just because the judges’ comments weren’t really indicative of Saturday’s results, but in some cases they were downright misleading. The reason the forums are thought to be useful (and therefore popular with the ticket-buying agencies) is because they give us a peek at the thinking behind the foreign judges’ thinking process when it comes to deciding who gets awarded and who doesn’t. In 2007, some of the entries that were heavily criticized at the forums (eg: the Hit Ads integrated entry) predictably bombed on the awards night. Therefore it was pretty easy to deduce just why the campaign failed in the judges’ collective opinion.
In contrast, this year, entries that were shredded at the forums, like the Alumex campaign by Triad, went on to win metal, while creators of work that won initial high praise (such as Leo Burnett’s ‘coffee cup’ and O&M’s ‘other side’) were left scratching their heads as to why their entries didn’t score higher, or in the latter case, weren’t even awarded. Obviously, not everything’s of equal standard, but it would have been cool to understand why a piece that received no criticism didn’t do better. In the case of the Coffee Cup, I thought it was a much better piece of communication than Triad’s Walls. The former in addition to being brilliant, also did its job in selling the Harry Potter brand; on the other hand, the Walls did a shit job in selling the paint brand (I don’t even know which brand it was), but appealed to the judges sense of karma by going beyond advertising into the realm of community service. Continue reading “Chillies ’08 — Were the Judges Scamming?”