Steve Coll's Spikes Asia Diary: Day 3

Steve Coll.jpgSpikes Asia is underway in Singapore, and day three of the Direct and Promo & Activation Jury has just finished. Australia is represented by Steve Coll, executive creative director at Euro RSCG, Sydney, who writes exclusively for Campaign Brief.
 
Most of the categories at Spikes were decided yesterday. So today, only a few of us have rocked up for a third day of judging (or an impressive fifth day if you'd previously been on the Film jury).

But everyone is in good form. Even the Integrated jury members look pretty chirpy as they head in for their deliberations.

To be honest, I had thought it would feel a bit like a marathon by this stage, but today's Craft judging proves just as enjoyable as Direct and Promo. And there is no danger of fatigue setting in, especially with the air conditioning in the Jury room offering an arctic alternative to the Singapore humidity.
Danny Searle and Ferly Novriadi.jpgSpikes Craft Jury.jpgWannabe kiwi James Hurman meets the real deal George Mackenzie.jpgDanny Searle, president of the Craft Jury, affably directs us through a reasonably intense morning of reviewing the film category.

My fellow jury members prove to be a passionate and knowledgeable bunch. The production companies are represented by NZ's George McKenzie, MD at Sweet Shop, and Roopak Saluja, MD at Bang Bang Films and Jack in a Box.

On the creative side there's myself, Wain Chou, Ferly Novriadi and the brilliantly named Elvis Chau, one of Shanghai's creative stars.

Again, as has been the case all week, the debate around the shortlist is open and respectful. And again, there's general consensus on the awards. There's a slightly surreal moment as we debate the work, when the wedding party next door starts pumping out romantic ballads. At one stage, I find myself putting forward an argument on a particular piece of art direction whilst accompanied by the gentle strains of 'Love lifts us up where we belong'.

Definitely not best use of music.

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