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Inside the Jury Room at The Drum Awards for Out of Home

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By The Drum, Editorial

November 7, 2023 | 3 min read

Judges share what went on behind the scenes as they deliberated entries to this year’s awards.

Lego

Lego was nominated in the Best Global Campaign category

The Drum Awards for Out of Home celebrate the campaigns, people and companies driving innovation, creativity and excellence around the world.

This year’s Awards were chaired by Avital Pinchevsky, executive creative director at David & Goliath and Luke Li, associate creative director at Puma. They led a jury that included representatives from the likes of Coca-Cola, Talon Outdoor, Clear Channel, Specsavers, and FCB Chicago.

The Drum’s John Mccarthy caught up with Pinchevsky and Li to talk about what went on inside the jury room as they deliberated the entries.

“The emphasis for me was to reward the work that was actually creatively excellent and not be tempted to award anything that was just great placement or contextual,” says Pinchevsky on the work she viewed. “It’s great being at the right place at the right time, but you better have something to say when you’re there.”

Amid the rise of trends like 3D billboards and faux out-of-home, it was the strategy behind the campaign that was important. Not the platform. “At the end of the day, great strategy is the key thing. Not the execution,” he says. “A 3D billboard sounds cool, but without the strategy and timing, it won’t have the impact. It made me really realize how important it is to get that right.”

Watch the video above for more insights into the work entered into the Awards this year and the judges’ tips for writing an impressive entry. Check out the nominations for The Drum Awards for Out of Home here.

Winners will be announced during The Drum Awards Festival, taking place from November 27 to December 8. For more information on the Festival and how to attend, visit the website.

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