Pat Baron’s Spikes Asia Diary – Day Three
Pat Baron, executive creative director at McCann, Melbourne is on the Film, Print, Outdoor and Radio jury at Spikes Asia, currently underway in Singapore. He writes exclusively for Campaign Brief.
Prankvertising, self-aware advertising, globalization, sensibility blur, a killer shark verses a water pistol, dancing human rice, the wildest high tech floor ever, I mean ever, cricket madness and can something be more beautiful for having been broken? I’ve always thought so. The haunting sound of Senna, hungry children, words that kill, Thai ghosts, a light in the dark, drone splats. Ted Royer asked: “so what’s your point Pat?” “Dunno Ted I’m just ‘Blazin’.” This is day three in the Spikes Asia Festival of Creativity 2014 jury room, the toughest day of judging so far as we adjudicate metal for Film and Outdoor.
Big ideas demand big debate and I’d describe the debates in this room as respectful but thorough. Campaigns already awarded around the world we’re pitted against newcomers. I’d lean toward one, then another, before a fellow juror would profer a counter argument and my allegiance would swing again. Cultural references to these campaigns really help and our jury’s knowledge of their market and culture has been instructive. The executive creative director of Hakuhodo, Morihiko Hasebe translations, explanations and background information to campaigns out of Japan were fascinating and helpful. There’s a subtlety that can be lost in translation.
What I’m seeing reflected in a number of entries is the complicated relationship dynamics that exist in contemporary Asia. Traditional relationship dynamics in Japan, Thailand and other Asian societies are making way for more complicated modern structures between men and women. How do a more materialistic and confident Asian generation of women navigate the complexities of self-identity? The campaigns on display embrace these issue with a strong positive and confident voice.
There’s a short break as a friend of creative director Raymond Chin of Widen+Kennedy Shanghai, surprises the jurors with a treat from her new bakery, this was pretty cool but then so is Raymond. As her bakery isn’t a contender for any award it seemed harmless to accept this baker’s sweet treat. And Melbourne eat your heart out, the food in Singapore’s been sensational, I’ve put on a least 3kg, then again I’ve been sitting on my arse all day. But the Hotel bay-marie concierge and I are now on a first name basis, almost family. All the jurors are really cool guys, some speak more than others but when those who don’t open up often offer their opinion, everyone listens as their words are carefully chosen and informed. Ted’s been a brilliant chairman of this jury, respectful to all the work submitted, everybody got their opportunity to voice an opinion.
Once again the campaigns today have been incredibly diverse. As the jury reviews the winners I see a beautiful balance amongst them. All of them inspiring and perfect. I’m perfectly jealous. Winning a bronze is damn hard, never mind a gold in these categories. After the Grand Prix have been chosen, the debate over, I’m completely and utterly brain-dead. I won’t be heading to network functions tonight and all I can think of is a pillow. Tomorrow’s another big day as we choose the Grand Prix for the print category. Can’t wait.
Pictured from the left: Raymond Chin, CD Wieden Kennedy China, Pat Baron, ECD McCann Melbourne, Gavin Siakimotu, Y&R NZ, Eric Rosa, ECD Lowe & Partners Singapore.