Fifty thoughts on judging the 50th Clios (Day 4)

Euro RSCG Singapore Executive Creative Director Victor Ng is a judge at this year’s Clio awards, sitting on the Print/Poster/ Billboard/Innovative/Integrated panel. Ng is writing a daily account for Campaign Brief Asia and this is part four of his list of 50 thoughts on the Clio judging experience.

29) After three rigorous days of filtering the Outs from the Ins, ladies and gentlemen, we have a “long-list”.

28) (Big deal, you’d say. But the long-list is nothing to scoff at — just ask the guys whose work didn’t get on it.)

27) Today we’ve cut this list to a more conventional and infinitely more popular “Shortlist” – from which shiny Statues will be awarded to the most deserving, rated on a scale of 1 to 10. But first, some random observations:

26) Tale of the Tagline: At least three solid visual-led print ads were let down by poorly-crafted taglines. Conversely, there were a few superb taglines that dragged simple visual ads through, with the might of a Russian strongman.

25) The thickest foam board I saw was about an inch and a half thick. It didn’t get in.

24) In print there were quite a handful of GPS, washing powder, human rights, car braking, courier delivery and Ikea ads. It’ll be interesting to see which will rule its respective product category.

23) Now I can almost see the Clio annual. It may not be very thick but hell it will be quite a read.