Sunday, March 3, 2024

What does it take and the way does it really feel to win a Webby? An interview with one winner. | by Ira Nazarova | The Highlight Group


What does it take and the way does it really feel to win a Webby? An interview with one winner.

“The Web’s highest honor,” the Webby is an award everybody in digital communications goals about.

How does it really feel to be chosen as a winner amongst greater than 13,000 entries from 70 international locations? We requested one fortunate Webby proprietor about his expertise. Meet Vlad Sitnikov, chief artistic officer of Attainable Group Moscow, who this yr has snatched this trophy for the third time.

Two of your tasks have been honored on the Webbys (Blind Venture / 2012 and Undertake a Pack / 2019). How have been they born? Have been the concepts impressed by an incoming shopper transient? Or have been they ideas born inside your company simply ready for the correct model to carry it to life?

Blind Venture was our personal concept. We thought of one thing we’d by no means heard about — a “blind” web site — after which we met an ideal shopper for this marketing campaign, The Proper to Smile. This basis helps visually impaired kids.

Undertake a Pack is one other story. This marketing campaign was solely created as an answer to our shopper’s transient, for Hill’s Pet Diet. Hill’s is supporting pet shelters and our problem was to assist them discover new households for cats and canine. And we used Telegram Messenger as key media, because it’s extremely in style in Russia. Consequently, round 100 pets have discovered their houses now.

What number of years had you been taking part by the point you have been first honored? Are newcomers actually fortunate or is it a matter of time and expertise?

So far as I keep in mind, we received our first award the second yr. Then we solely received honorable mentions till final yr, once we received each judges’ award and Folks’s Voice Award with one venture.

Do your shoppers take note of festivals? Have they ever come to you with a reference to profitable campaigns demanding to “make it the identical as…?”

After all they care about such issues. And sure, typically they need to re-create profitable ideas in a roundabout way. Awarded campaigns encourage your individual motivation. And the outcomes they reveal make you consider which you can additionally succeed.

The Webbys are the one top-tier awards with Folks’s Voice nominations together with skilled voting . You’ve gained each of them — what’s extra valuable for you?

Each are extremely significant. We’ve by no means gained Folks’s Voice and at last it occurred this yr.

Each of your profitable campaigns have clear social trigger targets together with enterprise KPIs. Do you assume that it’s not possible now to impress the judges with an concept that doesn’t use a model as an activism platform?

No, I don’t assume so. It could be onerous to consider, however firms understand that their shoppers don’t interact into communication until there’s some social influence in a model’s exercise. Accountable consumption and consciousness are figuring out components now. I’m comfortable, as businesses now have a possibility to realize their ambitions to alter life for the higher with the assistance of manufacturers, by way of the shopper briefs. Competitors is powerful amongst all of the sensible concepts, regardless of if they’re cause-related or not. The jury values and evaluates all of them equally. And it fuels creativity.

The Webbys are additionally well-known for his or her custom of limiting the size of winners’ speeches to 5 phrases. Are you able to share with us your speech?

Keep silly. Keep hungry.

The Highlight Group

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