Pat Baron’s Spikes Asia Diary – Day One
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.
It’s been a fast and furious start here at the Spikes Festival of Creativity in Singapore. I’m here representing Australia as a member of the television, film, integrated, radio, outdoor and print jury chaired by Ted Royer, chief creative officer of Droga5 USA. It’s a strong panel with representatives split from China, Japan, Thailand, Malaysia, India and New Zealand. We’re into our second day of judging whittling down the shortlists, getting to the very best work in the region. It’s kinda cool to think that this week brings all of us in our industry closer together. Meeting these people is the best part.
It makes you feel proud to see so many Australian campaigns. ‘When I Touch Myself’. Featuring a sick Chrissy Amphlett was a really emotional piece. Cancer has touched all our families and I found myself thinking of family members who’d lost the battle with cancer. Another great campaign was K9FM, a radio station just for dogs out of BBDO New Zealand: hilarious, funny, laugh out loud kind of work, one of my favorites. ‘Human Traffic’ signs out of Lowe China is another incredible campaign, it’s already been successful at Cannes, winning a gold lion, this campaign dramatically makes its point that traffic signs are there for good reason.
It feels too early to say if we’re seeing any new trends from the entries, but it’s safe to say the quality of work coming out of Asia is impressive. That’s certainly been the feeling from the other jurors from around the region. Terry Savage hosted a dinner for all the jury members last night at the Marriot Oriental Hotel and it was great to meet up with some of the other Aussie judges including June Laffey from McCann Healthcare. The Spikes and Cannes teams here have made us feel right at home. The festival organizers are so professional and I have to say that I’m unbelievably impressed with the process. We still have three more days of judging so I’m buckling up for the ride. So far it’s been a thrilling one. As I leave the room each lunchtime you can’t wipe the smile off my face. It’s a real privilege to be able to sit here and watch all these fantastic entries. It’s an opportunity I never get during the day to day hustle and bustle of life in the office.
Pat Baron (above right) pictured at Spikes Asia with Droga5 USA CCO Ted Royer (left) and Iggy Rodriguez, creative group head at Leo Burnett Sydney