Judges weigh in on the creative spark required to win a Chip Shop Award
With the Chip Shop Awards winners soon to be announced (Thursday 9 June at the Electric Brixton you can buy your tickets here) we've pinned down some of our fantastic judges to discuss the sort of work that inspires them.
Having just nominated the top work, the judges had their say on the record about how irreverent creatives can snag the top prize in advertising, a Chip.
Beri Cheetham, executive creative director at Leo Burnett cites bravery – with caveats. He’s after “intelligent bravery” so less “knob and pussy” gags. He's after something that’s going to make a difference to people’s lives and culture.
John Jessup, a former creative director at Leo Burnett is after a “good idea, well executed”.
However, he cites the fact the awards have no limits, “you can do whatever you like,” but, “it has to be well executed, it has to credible and it has to make its point perfectly".
Laura Jordan Bambach, a creative partner at Mr President cites the need for intelligence too. Moving away from the “puerile cock jokes” (there are many), she’s actually after “really smart cock jokes”.
Bo Hellberg, executive creative director at Edelman dubbed the Chipshops as the most democratic awards out there, “you can win it on craft, or pure idea, or pure rudeness… being slightly unhinged helps without a doubt”.
Just last week we teased just some of the fantastic work that has been nominated by our panel our judges, check it out here.