Good ideas don’t have to be complicated. Creativity and innovation are crucial, as standout campaigns often utilize fresh and engaging approaches- Rana Sadek, ACD Design, BBDO Dubai
Here’s the full Q & A:
1. How do you feel about taking on this new role as executive jury member of the Gerety Awards 2024 jury and what are your expectations for this edition?
I feel a mix of excitement and responsibility joining my fellow jury members on this creative journey. I expect this year to be very competitive, with many brilliant ideas to evaluate and tough decisions to make.
2.How does the vision of an exclusively female jury differ from another type of jury?
Our perspective is deeply influenced by our familiarity with societal dynamics, cultural norms, and the specific challenges we have faced. This unique lens helps us to discern insights that might otherwise be missed.
3.What do you consider important when evaluating advertising campaigns?
There are a multitude of criteria while evaluating an idea, but the clarity of the idea is paramount. Good ideas don’t have to be complicated. Creativity and innovation are crucial, as standout campaigns often utilize fresh and engaging approaches. Additionally, understanding the challenge and the target audience is vital as it dictates the insight that anchors the idea.
4.How much do you think AI will be a part of the conversation in your judging room?
AI will be an integral part of our deliberations in the judging room as its capabilities and applications continue expand. However, what’s important to me is striking a balance between using AI and maintaining a human-centric approach.
5.What was your favourite piece of work so far this year and why?
It’s inspiring to witness a lot of innovative ideas for various clients across the world. Personally, I’m drawn to ideas that champion humanitarian causes and address pressing societal or cultural issues. From last year, I selected two campaigns that resonate with me: “Missing Matoaka” and “ADLam – An Alphabet to preserve a culture”.