Thursday, February 22, 2024

Nicolas Huvé, Epica Awards: “We get pleasure from a powerful European backing, however we’re totally international, as is… | by Ira Nazarova | The Highlight Staff

Nicolas Huvé, Epica Awards: “We get pleasure from a powerful European backing, however we’re totally international, as is our jury.”

On the finish of November, Epica as soon as once more made its “better of the very best” awards, as determined by a global judging panel of journalists, editors, and {industry} consultants. And whereas some issues don’t change through the years, the awards are positively evolving. We requested Nicolas Huvé, Epica’s Operations Director, about his favourite winners (and underdogs), the brand new jury coverage, and plans for future years.

Nicolas Huvé, Epica’s Operations Director

Epica is the one award present judged by the journalists. Up to now you invited editors from the creativity and advertising press solely, however now you’ve broadened the checklist with editors from enterprise and mainstream media. Why?

Being the artistic prize judged by journalists, we already pleasure ourselves with providing a uniquely impartial and correct measurement of creativity. That is our credo and every part we do goals at furthering that promise to our entrants and winners. Whereas our present jurors are creativity consultants, we have now opened up in recent times to extra specialised journalists; individuals who write about areas lined by particular classes within the competitors.

There are two major causes for this broadening in experience. The primary pertains to disciplines similar to craft and design. Neither a jury of creatives nor our jury of commerce press editors could possibly totally recognize a lot of at this time’s craft strategies. For instance, take our Animation class. It requires a real professional to know that such and such a movie just isn’t CGI however precise stop-motion animation, or a combination of each, and many others. That’s the place writers from specialised titles similar to Digital Manufacturing in Germany or Little Massive Animation in France come to the rescue with their enter. Having journalists specialised in craft, design, and even in new expertise brings an additional layer of authority to our jury course of.

The second motive pertains to industry-specific classes. A journalist that writes solely about meals, for instance, might not know your complete historical past of artistic communication, however she or he has a singular understanding of the manufacturers marketed, and their markets. We began incorporating these “professional jurors” little by little into the net a part of the jury course of, and hope that it’ll assist convey the Epica Awards to a wider readership, and with it, an appreciation of the artistic {industry}.

With new folks on the jury, do you see variations of their preferences? Do people who find themselves not so deeply concerned in promoting information see the submitted campaigns in their very own distinctive manner?

Our jury pool contains over 300 journalists, and every year 100 to 200 folks truly discover the time to vote. It is a enormous quantity in comparison with different competitions. Notice that they arrive from over 60 international locations: from China to the US, Europe in fact, the Arab world, and Latin America. That makes for a particularly wealthy and vibrant mixture of factors of view. Whereas we maintain a bodily pre-jury and closing jury, most vote on-line. And it’s best to see the feedback they depart! You discover how educated they’re from a fowl’s-eye view, as in comparison with creatives who can develop into caught in their very own company bubble.

A few of our jurors have been writing about creativity longer than many of the creatives have labored within the {industry}. They touch upon the cultural relevance of the work, measure the service to the model, recall related campaigns undertaken in different international locations ages in the past, and usually simply blow your thoughts with insights. As for our new professional jurors, they take their job to coronary heart and perceive very nicely why we took them on. Total, one in all my nice pleasures every year is to see the debates between journalists, whether or not dwell or on-line. It makes me humble and proud on the identical time.

Which of the submitted works stunned you essentially the most? These with an surprising artistic twist, or most likely with an surprising judging rating?

Each season I’ve my private favorites, and I’m generally upset when a bit of labor I actually favored doesn’t make it. This yr, nevertheless, I’m just about in settlement with the jury.

I’m a giant fan of a sure sort of Thai promoting, and two jewels grabbed gold awards of their classes. These are “Bok Choy” that convinces you to reject low season greens in essentially the most surprising vogue,

and “Termine-ator”, which conveys the product’s course of in essentially the most comical manner.

Following up with what we name as an inside joke the “WTF class”, we had been all dumbfounded by a music video from Uzbekistan of all locations, selling a yogurt model. I encourage your readers to have a look because it was positively an oddity this yr.

I’m dropped at tears each time I watch “C’est Magnifique” for retail model Intermarché. It’s the story of an outdated man making an attempt to recreate his late spouse’s pasta sauce.

“Ice Cream For Adults” for Halo Tops is for my part nothing wanting good, with nice performing, dialogue, and a most cynical option to convey the model’s positioning.

Maybe one shortlisted marketing campaign I assumed would win one thing is “That is YOTA AD” by Associates Moscow. I used to be touched by the refreshing simplicity of the concept, and the way in which it carried into memes is hilarious.

I may go on and on, and don’t get me began on the Grand Prix. The Various Grand Prix , for instance, significantly resonated with me as I dwell in Paris and am witnessing the invasion of self-service scooters. Hacking the core idea of the follow with a view to direct clients to a retailer at just about no value is among the many cleverest issues I’ve seen all yr.

The annual Epica ebook historically consists of profitable works together with people who weren’t so fortunate however nonetheless impressed the judges. We don’t need to spoil the shock, however are you able to title an “underdog” marketing campaign that made it there?

We’ve solely simply began engaged on version 33 so it’s too early to say, I’m afraid. However over the previous few months I recall my colleague, Editorial Director Mark Tungate, and I usually uttering in unison, “That’ll look good within the ebook!” Suffice to say that non-winning entries that discover their manner into the 400 pages are most frequently print work.

Historically, Epica will get extra entries from European international locations, particularly Germany. Do you see a altering development right here — a rising curiosity from the remainder of the world?

The development has been altering for the previous few years, ever since we turned worldwide. Japan is a powerful competitor nowadays. They took dwelling the Movie Grand Prix in 2016 and 2018. China and India are additionally steadily rising their participation. Canada enters and wins massive yearly, and this season we’ve seen nice work from surprising locations similar to Georgia, Armenia, Malta and Cyprus. It’s true that we get pleasure from a powerful European backing, however we’re totally international, as is our jury. I’m satisfied that the establishment that the Epica Awards has develop into, its true distinction, is extra related than ever for all markets at this time.

For the second yr in a row, you held your ceremony in Amsterdam. Is it an ideal match or are you searching for a brand new location for Epica? Possibly in America or Asia?

Nothing is about in stone however we’ll possible return to the Netherlands for our thirty fourth yr. It’s a excellent match for now. Amsterdam is a good artistic hub and relatively central, which makes going to the ceremony from anyplace in Europe extra handy. There’s additionally some profit to holding our little occasion on the identical place yr after yr, because it builds a neighborhood following. I wish to suppose that the Amsterdam artistic crowd now seems ahead to the ceremony and after-party every November. If you happen to’re fortunate you may even see me solely after the final movie has been proven, consuming my stress away by the bar. I’m the one with the darkish circles beneath his eyes.

The Highlight Staff


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