Before any statuettes are handed out or speeches made, the Clio Awards is made in the judging room. This is why we strive each and every year to bring together a diverse room full of fresh, creative voices from all over the world. In order to bring you closer to the experience as we get closer to the 2017 Clios, we asked our jury chairs and members to give us their thoughts on trends, issues, and debates that are rippling through the industry in 2017 and sparking debate in the jury room.
So far this year, I’ve really enjoyed seeing the developing themes and trends that have emerged from creative work from around the globe. There’s a strong sense that the concept of humanity seems to be one of the driving forces for a lot of brands and agencies. And we seem to be approaching work with a human-first angle and producing products and campaigns that have both richness and authenticity.
However, we are still very much in the race to deliver technology and there is still a tendency for some brands to jump on the bandwagon just because they can. The real magic happens when brilliant creative and strategic thinking are married with technological breakthroughs. It’s not about technology at all costs. We need to be mindful to use technology as a platform and springboard for brilliant creativity.
It brings to mind a quote from Raymond Chandler, which I am, as ever, indebted to Dave Trott for unearthing: “There are two kinds of truth: the truth that lights the way and the truth that warms the heart. The first of these in science, the second is art. Neither is independent of the other or more important than the other. Without art, science would be as useless as a pair of high forceps in the hands of a plumber. Without science, art would become a crude mess of folklore and emotional quackery. The truth of art keeps science from becoming inhuman, and the truth of science keeps art from becoming ridiculous."
The marriage of art with science is the key that unlocks the work that matters.
As I looked forward to judging the Clios class of 2017, I was intrigued to see how much of art, science, or both, would come through in the work I reviewed.