Russ Tucker's D&AD report - Day One

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russ.jpgRuss Tucker, national digital ECD at Tequila Sydney is a judge on the D&AD digital jury and writes exclusively for Campaign Brief.

J
udgment - day 1.

When they say D&AD is tough - they ain't joking.

The digital jury last year only awarded 3 yellow pencils from thousands of entries. Ouch.

Under the wise gaze of Sir Bob Greenberg, R/GA - we have been commanded to whittle down the short-list and get to the game changing digital work.

We thought we were doing well but last count 300 pieces were still in the pre-judging so day 2 will be tough.

russ tucker day1digital.jpgHaving watched hundreds of case study videos I can now offer this advice.

Make sure you keep your video short.

Don't talk about the twitterverse or blogosphere.

And try not to use the phrase 'world's first' - just explain the idea.

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