Loeries Creative Week, the biggest creative gathering in Africa and the Middle East, kicks off on Thursday and LBB will be on the ground in Durban reporting back from the festival. The aim of the Loeries is to celebrate and award the best work from across the MEA region, and one of the people tasked with that job is Keith Cartwright, ECD at BSSP and Jury President of the Print, Outdoor and Out of Home jury. We caught up with him to find out what advice he’ll be giving his jury this year and how he’ll be dealing with cultural nuances different to his US homeland.
LBB> What are you hoping to see from the entries this year?
KC> Always looking for the most innovative piece of work. The best work not only inspires you, it also makes you jealous.
LBB> What are the trickiest elements of Print, Outdoor and Out of Home to judge?
KC> There are nuances with international work that you sometimes have to understand. There may be a current event, a cultural reference or colloquial phrase that you may not be familiar with. In fairness to the work you have to find these things out before moving on.
LBB> What words of advice will you be giving to your jury?
KC> Take your time. Don't dismiss work just because it's unfamiliar to you. Pay attention to craft, and be a tough critic. That is why you're here.
LBB> Print is arguably the oldest form of advertising but still remains one of the most exciting. What have been the biggest factors that have affected the category recently and how will you and your jury deal with them?
KC> Any and all factors effecting print as a medium are irrelevant to the same tried and true notions which are key to great ideas. Was it innovative? Did they solve it with craft and simplicity? Did it cut through?
LBB> How are you planning to deal with the range of cultural nuances that you’re likely to see in the work you’re judging?
KC> If there are judges from that region we rely on them to help us understand any cultural nuances. The description of the work is important as well. Beyond that it's instinctual.
LBB> Culturally MEA is very different to North America - what issues does this bring when judging work from the region? Or is it more a case of creativity transcending borders?
KC> You've answered this one for me. Great work transcends boarders. It's evident in art, music and theatre. Advertising is no different.