Dave Waters, founder of Watermill London, tells The Drum what he will be looking for when he judges this year's Chip Shop Awards - the international creative awards scheme with no limits or rules.
Why do you think events like the Chip Shop Awards are important?
I think anything that inspires young creatives to push boundaries is a good thing. For young creatives the bigger awards can be very expensive. The Chip shop is attainable, affordable and a lot more about fun.
What do you think makes the ultimate Chip Shop Awards ad?
Humour is rightly lauded in Chip Shop. And pure creative thought. But what’s really loved by the whole panel is something that they would dearly have loved to have been able to do but know in the world of business would have been killed off.
What criteria will you apply on the judging panel?
I’ll just be looking for stuff that I wished I’d thought of myself. It’s great to elicit a laugh and it’s great to make the jury think. The blatant use of foul language is wearing a bit thin, but you cunt rule it out.
What’s the greatest barrier to creativity today?
Probably fear is one barrier, we’re in a business and in general business is finding it hard to beat recession. The other big barrier is technology, the tools for creative work are so widely available that anyone (and anyone’s children) can make a film or retouch a photograph or layout a poster. Because the process is now so democratic, everyone thinks they can write ads or art direct. In fact anyone can and almost everyone does it really, really badly.
The Chip Shop Awards are open for entries until 16 March. For more details and to submit your entry visit the Chip Shop Awards website.