近日，安索帕中国首席创意官杜天捷（Tim Doherty）参与了Spikes Asia 2015的评审工作，以下是他的心得分享：
上周，我首次加入Spikes广告节评审团，有幸评审广播和户外类作品。能看到来自整个亚太地区的作品，与睿智的评委团成员们共同讨论，我感到非常高兴——虽然评委工作间里的冷气有点过了。
我看着（和听着）每一件作品，想象着它们背后那无数的会议、邮件和辛苦付出。在媒体上播放的作品是这一切努力的最终结果。
并没有哪个类别叫做“如果客户更大胆一点就更好了，或“预算减少了但是我们尽力了”。有的只有最终的作品，需要卖座叫好的作品。
评选入围作品的过程很快。同现实世界一样，几秒钟的时间久能决定一件作品是否引人注目。获奖的作品创意大胆、信息清晰，能够瞬间展示出意图。
在评审的第二天，我们开始讨论哪些入围作品能最终获奖。讨论中的观点丰富，我们都经过了深思熟虑。没有人会随随便便地评奖。只有非常出色的作品——而且是经过多方位考量的作品，才能最终斩获金奖。
广播类作品没有评选出全场大奖。但是评委团还是评选出了户外类作品的全场大奖：“Life saving dot”。关于“印度妇女额头的红点算不算户外类”这一问题，我们的确讨论过。我们最终还是认为，将普通的装饰变成挽救生命的药贴，这是天才的创意。
让我个人感到失望的是（我迄今为止在中国生活和工作7年了），中国内地的作品获奖很少。中国市场的数字广告预算巨大，就没有一个数字作品能在新加坡获得一个奖项么（仅有一个来自中国内地的作品入围最终名单）。
为什么在中国就很难出现质量上乘的作品？我觉得中国的作品需要更多地触及普遍的人类真理，真正地感动观众，否则会一路落后。
但是有两个来自大中华区的作品获得了全场大奖。台湾旭通广告的“小时光面馆”营造出了一个提供各种统一面的面馆。面食的制作菜谱通过网络分享。由于广告引起的关注和反响巨大，旭通广告最终开设了一间真正的面馆。真是太棒了。
盛世长城为游戏开发商畅游制作的影片非常有趣。广告展现出的幽默与众不同。虽然我并不相信很多中国妈妈会担心还在上学的儿子没有女朋友，但是影片中这位儿子毫无生趣的表情表达得非常到位。
总体而言，能看到这么多优秀的作品，深入探讨它们的独特之处，对我而言是非常激发灵感的一次体验。如果你受邀担任Spikes的评委，记得一定要说“yes”。
If you are asked to judge Spikes, say yes (and pack a sweater)
Lastweek, for the first time, I was on a Spikes jury. I had the privilege ofjudging the Radio and Outdoor categories. And it was a genuine pleasure tospend time looking at work from all over the region and discussing it with aroom full of very smart people (even if that room’s air conditioning wassomewhat overactive).
I found myself looking at the work (or listeningto it) and imagining how all the client meetings and internal meetings andemails and everything all culminated in this piece of work before me. And ofcourse that’s really all that matters in the end – what crosses the finish lineand appears in media.
There are no categories like“It-Would-Have-Been-Great-If-the-Client-Were- Only-Braver” category or“Our-Budget-Was-Cut-But-We-Tried-Our-Best.”
There is just the work, which must speakfor itself.
When it comes to judging what goes on theshortlist, the work is assessed pretty quickly. As in the real world, you have just secondsto get attention. Winning work was bold and clear and could telegraph itsmeaning almost instantly.
On day two of judging, we discussed what onthe shortlist should move up to medal. The conversation was very thoughtful andconsidered. No one is just giving awaygold trophies. It really is exceptional work – and exceptionally consideredwork – that takes home a gold.
For Radio, we did not award a Grand Prix.But for Outdoor, our jury did award, after much discussion (“Is a bindi even outdoor?”),the “Life Saving Dot” campaign the Grand Prix. Transforming an ordinary bindiinto a kind of life-saving transdermal patch is genius.
What was disappointing to me (I have livedand worked in China for over seven years now) is how little work from MainlandChina won anything. For all the money spent on digital in China, for example, notone piece of digital work from the mainland took home a trophy in Singapore(and only one piece from the mainland was even shortlisted).
Why is it so hard to get truly superlativework done in China? I think unless we can tap into more universal human truthsand do work that translates and can truly move people, we will always be comingup short.
There were two Grand Prix for Greater Chinathough. For “The House of Little Moments” campaign, ADK Taiwan created afictional noodle shop and a series of different stories with their accompanyingdifferent Uni-Noodle dishes. The recipes of the dishes in the online videos werealso available online. And interest in the films and their recipes led the ADKteam to actually open a real noodle shop. Brilliant.
And from Saatchi in Hong Kong there was thevery funny Grand-Prix-winning film for Changyou Game Developer. There is asense of humor in this piece that really stands out. While I don't think thatthere are many Chinese mothers who especially worry about their still-in-schoolsons not having a girlfriend, the dead-bored look on the lead actor’s face inmany of these scenes is priceless.
All in all, seeing so much great work andtalking long and hard about what makes work great is a genuinely inspiringexperience. So, if you are ever invited to judge Spikes, I say, say yes.
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