Only just a couple of days ago I posted some questions around the category setting in award shows such as the Cannes Lions. If you read that, you will understand I’m delighted to read about the Tomorrow Awards:
“The Tomorrow Awards is the first international award show dedicated to discovering, showcasing and awarding advertising creativity that pushes new technological boundaries. Since the very best examples of such work are those that defy standard award show categories, the Tomorrow Awards is category-neutral; all entries are judged together, and only the very best ideas shine brightest.”
Will it be as exclusive as Cannes? Certainly not, but I do hope it’ll be a great awards. Looking forward to the shortlist already. For one, I have given myself up to help judging. What about you?
I never really understood the Cannes Lions advertising festival. Sure I like hanging out in Cannes sometime in June and see some of the best advertising out there mixed with a good party, it’s mainly the award categories that I cannot get my head around. Direct, PR, Cyber, … does that still work? You’ll see that more than 50% of the entries in ‘Direct’ are digital, so how does that relate to ‘Cyber’ then? I find it kind of weird that we all talk about integrated advertising but yet still award advertising filtered out per ‘medium’. Sure, I can see why you can recognize the best tv commercial or the best radio ad, but judging something like ‘Cyber’ what does that mean? Read the ‘Cyber’ entry category information and tell me I’m wrong. Isn’t it about time we rethink this?
Anyway, download the full award list right here in one handy PDF. Grab it before it’s too late.