INterview with the judges of the ADC*E Award 2012
What language will European creatives speak to keep up with the times? And what does European creativity mean today? Difficult questions to handle. We tried to pose them to professionals of the sector: the judges of ADC*E Award 2012, the award of the Art Directors Club of Europe. In Barcelona they assigned the Grand Prix 2012 to tv ad “Bear“, developed by agency BETC for Canal+.
The award goes to a fun and artfully made ad that however relies on a traditional narrative mechanism. Perhaps it’s a sign. The job of European creative director – and not only – has new territories to explore. Such as transmedia storytelling, to use an example that seems to be popular these days. But also new values and behaviors to interpret. The same judges are divided into those who see very few really original ideas and those who foresee novelties from Eastern Europe. Who will surprise us with new and contemporary routes to creativity?