PARIS, Thursday: Amsterdam agency Cloudfactory has launched a new campaign – No Bias. No Excuses – for the Epica Awards call for entries. Epica is judged by a global network of journalists. In this part of the world, that means M+AD Daily (for NZ) and Campaign Brief (AU).
The campaign uses humour to accentuate the independent nature of the jury – no creatives or network politics to get in the way.
“Entering great work is the only way to win,” says Epica operations director Nicolas Huvé Kousmichoff.
“The ceremony this year will be on 9 December and just like last year, it will be online unfortunately. Things may evolve but for now we’d rather wait till we’re all completely out of the health crisis before taking chances on physical events.
“That means voting will be online once again as well. That phase starts on 8 November for about a month.
“For all this to happen however, we first need entries!”
“There’s no reason why a different kind of expert shouldn’t judge the work.”
Cloudfactory creative team Julio Alvarez & César Garcia, with MD Sandeep Chawla, explained the thinking behind the campaign …
“As far as most awards shows go, the advertising industry seems to be the only one where we insist on judging ourselves,” says Garcia. “We wanted to point out the absurdity of this while also explaining why Epica is different.”
Alvarez said: “One of the things we like about the campaign is that it reflects a reality. As creatives we do actually use excuses like ‘most of the jury was from a rival network’. So we thought we could have fun with that and be a little provocative at the same time.”
Production company Be Sweet Films (Barcelona & Madrid) is helping the agency bring the campaign to life with a series of short films on the same theme.
But how do Alvarez & Garcia as a creative duo feel about journalists – albeit specialists in the field – judging creative work?
“There’s no reason why a different kind of expert shouldn’t judge the work,” said Garcia.
Entries close in five weeks – on Friday 8 October.
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