British Arrows Announces 2015 Finalists
The finalists for this year’s British Arrows Awards have been announced, ahead of the awards ceremony on March 25th at Battersea Evolution. The awards celebrate the most excellent commercials and campaigns across the year, awarding overall idea and execution. Click here to view the finalists.
Stink Founder and Chairman Daniel Bergmann, headed this year’s Jury and put together a diverse panel from a number of disciplines and backgrounds. The judging took place over three days in Central London at the end of which the voting is reviewed and the shortlist announced.
Daniel comments: “We had an exceptional jury – diverse by profession, opinion and gender, balanced in a way never done before. This jury worked very hard, was very focused and had discussions that led to progressive decisions which I am confident will elevate and inspire our industry and beyond. There was atmosphere of mutual respect and collegiality.” As someone who has been a judge for the British Arrows before (in 2007) Daniel adds: “The actual work then and now is very different – much more diverse, actually it is incredible how much change happened in 8 years. This change was predicted and it is really happening now. The Internet is becoming the leading medium, entertainment and technology are merging with advertising. This year, British Arrows have recognised and incorporated this shift.”
Zoe Bell, Head of Integrated Film for Saatchi & Saatchi, comments: “The idea has to be very strong and then you have to consider the execution. It’s easy to be led by the execution but you have to remind yourself that it’s the idea that you’re judging. I love the British Arrows and I respect the kind of people it attracts onto the jury. I love being exposed to creative and amazing work. We have a responsibility to ensure that we’re maintaining a high standard of judging, in order for the show to maintain the quality that it’s renowned for.”
Richard Ulfvengren (Producer at Traktor) adds: “It’s a transitional year for British advertising. It’s an honour to be a part of this jury and a group of people from so many different facets. The spectrum is broad and that’s what I loved about this particular jury.”
Matt Craigie, AP & Joint Head of Integrated Production at adam&eveDDB, further comments that “whilst everyone has differing opinions generally speaking, when it comes to the awards we’re all singing from the same song sheet. We all want the work to be of a certain creative standard, with certain production values and a clever, strong idea behind it and if it’s lacking those elements it will get shot down pretty quickly. If it ticks the main boxes of a cracking idea and it’s well executed then people will rally behind it because we’re all here to support the industry we work in regardless of the company we work for.”
Jefferson Hack, Editorial Director of the Dazed Group, Dazed and Confused, comments that he joined the Jury to “support new talent and the diversity of what advertising is today.” He also notes “the move away from the importance of the 60 sec TVC, away from interruptive advertising and more towards compelling storytelling that is best suited to the different media that people engage with advertising on.” On the process of judging itself he adds that it was “thorough, caffeinated and occasionally surprising!”