Last Tuesday morning I went along to Olympia to join my fellow judges in our inflateble igloo. It was predictable, I guess, that so many of the entries relied on rich video and the entries from Tokyo had seriously big budgets. However, it was good to see work where the idea was king. The kind of ideas that you felt any agency, big or small, could come up with if they’re clever enough. I’m thinking particularly of Burger King’s Whopper Sacrifice. Because, when you have to start a discussion about what you all think the idea is, you know you’re in trouble. All the talk at lunch was saved for the craft sections, though – the smallest number of entries by a long way. We all agreed that our industry needs to up its game on copy and art direction. Our industry has grown fast, but often at the expense of the traditional skills that D&AD has always rewarded.

However, the real highlight of the day was definitely the voting – all done on i-touch.

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