If there is one thing this pandemic has shown us, it was the power of emotions and how much that matters for advertising. However, Wilf Sweetland, Global CEO of Sweetshop, argues that brands have all gravitated towards the same emotions last year, ignoring the need for joy, positivity and funny.
Sweetshop's work has always aimed to leave an immortal mark in the industry, and that kind of attitude is what Wilf looked for in the Annual 2020 submissions. Groundbreaking ideas, diversity of approach, and generally the feeling of being part of a huge and global creative community.
Today we are getting to know Wilf and his experience judging The Annual with another Judge Spotlight, as we approach the deadline for 2021 submissions.
Annual 2021 is still accepting submissions until 27th May. Enter now to grab your slice of creative immortality!
What feels unique about judging in The Annual?
There was a great diversity of backgrounds amongst the judges, which brought many varied perspectives.
How did it feel like to be a judge for the Creativepool Annual Awards?
I was honoured to part of the jury for the Creativepool Annual. It was a great experience.
Will you be joining the panels again in the future?
I hope so!
Can you tell us more about your 2020 category and what impressed you the most about the submissions you scored?
For me, it was insightful to see the depths of the entrants’ capabilities in both craft and execution.
What advice would you share with agencies and individuals looking to grab a prize?
Be as impactful and transparent as possible. Talk about who you are and what makes you, as an organisation, different from the rest.
How do you feel Covid has impacted the creative landscape in 2020?
During the depths of 2020, it was disheartening to see so much creative be steered towards the same emotions. It is refreshing that clients have now realised the world needs joy, the world needs funny, and that we are desperately needing to look outward again.
What is your most exciting project in the next year?
Across each of our seven offices we are seeing an explosion of creative scripts. As economies start to rebound there is an appetite to put 2020 far in the rear-view mirror – actually in rear-view with no mirror!