{"id":18344,"date":"2021-09-13T09:10:49","date_gmt":"2021-09-13T06:10:49","guid":{"rendered":"https:\/\/peopleofdesign.ru\/?p=18344"},"modified":"2021-09-12T22:00:19","modified_gmt":"2021-09-12T19:00:19","slug":"no-bias-no-excuses-campaign-for-the-epica-awards","status":"publish","type":"post","link":"https:\/\/peopleofdesign.ru\/ru\/2021\/09\/no-bias-no-excuses-campaign-for-the-epica-awards\/","title":{"rendered":"No Bias. No Excuses \u2014 campaign for the Epica Awards"},"content":{"rendered":"

\"Epica<\/a><\/p>\n

\u0427\u0438\u0442\u0430\u0439\u0442\u0435 \u043f\u043e\u0436\u0430\u043b\u0443\u0439\u0441\u0442\u0430 \u043d\u0430 \u0430\u043d\u0433\u043b\u0438\u0439\u0441\u043a\u043e\u043c. \u0412 \u043a\u0440\u0430\u0442\u0446\u0435 \u2014 Epica Awards \u043f\u0440\u0438\u043d\u0438\u043c\u0430\u0435\u0442 \u0440\u0430\u0431\u043e\u0442\u044b<\/a> \u0434\u043e 8 \u043e\u043a\u0442\u044f\u0431\u0440\u044f. <\/p>\n


\n

The Amsterdam-based agency uses humour and irony to remind entrants that the show is judged by journalists \u2013 not creatives. The Epica Awards are now open for entries<\/a> until October 8.<\/p>\n

Cloudfactory focuses on the unique Epica Awards jury in its call for entries campaign for the competition. With the tagline \u201cNo Bias. No Excuses\u201d, the campaign points out that agencies can\u2019t blame biased jurors or network politics if they fail to win at Epica. As the Epica Awards are judged by journalists, not creatives, entering great work is the only way to win.<\/p>\n

Recently-arrived creative team Julio Alvarez and C\u00e9sar Garcia, along with managing director Sandeep Chawla, explain the thinking behind the campaign.<\/p>\n

\u201cAs far as most awards shows go, the advertising industry seems to be the only one where we insist on judging ourselves,\u201d says C\u00e9sar. \u201cWe wanted to point out the absurdity of this while also explaining why Epica is different.\u201d<\/p>\n

\"\"<\/a><\/p>\n

Julio adds: \u201cOne of the things we like about the campaign is that it reflects a reality. As creatives we do actually use excuses like \u2018most of the jury was from a rival network\u2019. So we thought we could have fun with that and be a little provocative at the same time.\u201d<\/p>\n

Production company Be Sweet Films is helping the agency bring the campaign to life with a series of short films on the same theme.<\/p>\n

But how do Julio & C\u00e9sar as a creative duo feel about journalists \u2013 albeit specialists in the field \u2013 judging creative work? \u201cWe don\u2019t create work for other creatives,\u201d C\u00e9sar points out. \u201cWe want to touch everyone. There\u2019s no reason why a different kind of expert shouldn\u2019t judge the work.\u201d<\/p>\n

Sandeep Chawla points out that while creatives are paid to \u201cideate\u201d creative solutions, journalists who cover the industry are perfectly placed to recognize ground-breaking ideas. \u201cWe don\u2019t have a monopoly on creativity.\u201d<\/p>\n

Julio & C\u00e9sar found themselves in the media spotlight when they joined Cloudfactory to help reboot the agency, which was founded in 2012 but has remained somewhat under the radar, despite award-winning work and clients such as Heineken, Booking.com, KFC and Twitter. The creative duo previously worked on global accounts for Adidas football at TBWA\\Neboko and Philips global at Ogilvy Social.Lab.<\/p>\n

They refer to themselves as \u201ccreative activists\u201d, because their goal is to liberate brands\u2019 creativity through a culture they\u2019ve named RST \u2013 Respect, Simplicity and Trust. C\u00e9sar explains: \u201cOne of the things that attracted us to Cloudfactory was the ability to work with clients in a more straightforward and collaborative way. We\u2019ve both worked on global accounts and the results have been good, but we believe we could have achieved even more if the approach to making work was less complex.\u201d<\/p>\n

Julio adds: \u201cWe consider ourselves activists because we want to help reset the industry as well as the agency.\u201d<\/p>\n

Clients are responding, says Sandeep. \u201cThey can feel the difference. For example, usually a pitch is about feverishly working late nights and weekends. For our last pitch we didn\u2019t do any of that; and the pitch meeting wasn\u2019t tense \u2013 it was a relaxed conversation.\u201d<\/p>\n

Establishing a partnership with clients is important, underline Julio & C\u00e9sar, because creativity is the ultimate solution to the challenges they face. \u201cSince the pandemic, brands have tended to take a more conservative approach. We need to reassure them that creativity is not a risk factor. In fact it\u2019s the answer: it enables them to differentiate themselves, to add value and to communicate effectively.\u201d<\/p>\n

C\u00e9sar expands: \u201cWe in the agency world are guilty of contributing to this self-fulfilling myth by often, perhaps unconsciously, labelling creativity as \u2018risky\u2019 and calling clients who embrace the most creative idea \u2018brave\u2019. Creativity should simply be recognized for what it is: the core offering of our business. As a powerful weapon for business, not a risk. We need to actively change mindsets, our very language, the way we communicate.\u201d<\/p>\n

The name Cloudfactory sums up the agency\u2019s offering: imagination underpinned by pragmatism. Or as Sandeep puts it: \u201cHead in the clouds, feet on the ground.\u201d<\/p>\n

The kind of approach that results in award-winning work. Or a spot-on campaign for an awards show.<\/p>\n


\n

About Cloudfactory<\/strong><\/p>\n

Cloudfactory<\/a> is an independent Amsterdam-based creative agency specialized in developing and producing multinational brand communications. An agency on a mission to help brands and businesses release their creativity. Founded in 2012, Cloudfactory has been co-creating global and European campaigns for clients like Booking.com, Heineken, Strongbow, Apple Bandit, adidas, KFC, Twitter and Johnson & Johnson.<\/p>\n


\n

About Be Sweet Films<\/a><\/strong><\/p>\n

Be Sweet is a global production company that brings ideas to life, working around the globe, through offices in Madrid and Barcelona.<\/p>","protected":false},"excerpt":{"rendered":"

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