The advertising industry relies on awards programs because they are one of the only solid means to judge creativity. There’s no good way to quantify a warm and fuzzy feeling or a gut reaction to an amazing piece of work. Awards also generate healthy competition that makes work better.
But they can also be performative and, without enough thought put into them, continue to nominate the same people and honor the same work. For too long, the same faces have judged and won creative awards. It’s not only stunting the industry’s progress on DE&I, but plunging agencies into a sea of sameness. Some creatives care more about gaming work to win awards than creating things that people want to see – and that move the needle for their clients. Standing out creatively is becoming more important than ever in the age of generative AI.
That’s why Campaign US takes a different approach with the BIG Awards. Instead of the same faces and feels, we invite young, diverse talent to judge creative work alongside a small group of senior peers. Creativity is changing for the better — becoming more diverse, democratized and global. Why not invite the future generation of creatives to help us shape the standards by which we judge great work?
We hope this program can elevate new, diverse faces in the industry, and agencies can look to this incredible jury as a fertile ground for recruiting diverse talent.
Let’s celebrate creativity and get inspired for the future of our industry.