One of our judges, Wayne Deakin, said it best: “Let’s reward what the future looks like.” See awarded work
If this year’s Digital WPPED Cream work reflects the future, then I’m all in.
Our judges were united in looking for digital creative that was used to great effect with extraordinary elegance. This year’s Digital Crème de la Crème winner, The Next Rembrandt from J. Walter Thompson Amsterdam, continues to dazzle juries all over the globe (winning 16 Cannes Lions) and plaudits from us for, as Danny Chan said, “Craftsmanship that is leveraging technology so that history can be looked at in an entirely new way.”
Other winners and honorees, e.g., work from Usher, Puma and Lexus, delivered on judge Renee McKeon’s desire to reward “work that takes full advantage of the medium, but – even better – work that would not have been possible even a few years ago.” We admired work that pushes back on conventions and restrictions – like McWhopper and Manboobs – and takes on social challenges – like Emergency Pin Code, Ghost Vote, You’re Accepted and Make Love Not Scars.
In sum, WPP agencies are proving every day that digital creative is as ubiquitous as the air we breathe and offers so many creative opportunities to those bold enough to step up. Cheers and kudos to our winners. All of us who had the pleasure of looking at this work are inspired and maybe just a little tired of saying, “Damn, I wish I’d done that.”
And to the very quotable and wonderfully perspicacious Digital jury: THANK YOU. Wayne Deakin (AKQA), Renee McKeon (Bottle Rocket) and Danny Chan (Wunderman).