It is of course a privilege getting to judge the best work from across Africa and the Middle East. Equal parts exciting and anxious as you know the amount of effort that goes into the work.
Well, I’ve been judging ads since I was about four years old, so I think experience is probably the main thing when it comes to selection criteria. That and a history of winning.
I’ve always been fascinated by ideas that solve business problems but also elicit the right action or reaction from people.
I think I high-fived my kids first then checked if they sent it to the right “Nigel”.
It’s another “pat on the back” that I’m doing the right things.
Young Creatives and Film, two of my favourite categories.
It is always exciting and inspiring to see work from the next generation of creatives and creators. I’m expecting great ideas and even greater storytelling especially through the medium of film.
Work that is insightful and innovative, conceptually strong and executed to perfection.
The pandemic has of course changed how we live and work, and how we interact with each other and our clients. At first, it was extremely hard but being an industry that thrives on ingenuity and finding solutions; I feel we’ve learned to cope with it as best as we possibly could.
I remember being at my first Loeries many years ago and seeing friends going up on stage, saying that will be me one day.
Cyril Ramaphosa making appearances in case study videos and novel thinking around consumers being stuck at home due to Covid.
As a country, we’re blessed with our diversity and the varying opinions that come with that. We’re able to see things through a myriad of lenses and not just from our own personal views which of course leads to rigorous and robust debates.
Creating work that moves the people, the bottom line and makes other brands wish they were braver with how they approach their marketing..
Seeing the joy in the faces of the winners after all the hard work, effort and craft they’ve put in.