How to win international awards?
(The article was first published in Sep-Oct 2014 edition of Aurora.)
1. Don’t celebrate mediocrity
I have to begin with this, because I feel that this is the biggest problem that plagues Pakistani advertising. The issue is not the production of mediocrity: average work happens everywhere in the world; in fact the majority of work that most ad people do in the course of their lifetime will be mediocre. What is troubling is the ‘celebration’ of mediocrity.
We need to stop glorifying average work. If it has sold 80 billion units, well done, but have the courage to call it for what it is: “It sold a lot, but it was a mediocre idea that has been done hundreds of times before.” And yes, it might have topped the sales chart, and that’s great because that’s what advertising is also supposed to be... but, BUT, that does NOT mean that it is an ad you will tell your grandchildren about (if you want to come across as a cool grandparent at any rate).
What you WILL tell your grandchildren about is how you walked up on a stage with a Pakistani flag in front of hundreds of industry experts from around the world because they respected the ‘creativity’ behind the ad. And that will not happen until we stop celebrating mediocrity and start demanding excellence. It might sound simple, but it’s the most effective thing: accepting that something is not good enough is the first step to bettering it.
2. Look at what the world is doing if you want the world to look at what you are doing
Advertising has transcended from being reviewed and critiqued only by industry insiders to being an everyday part of pop culture:
A good piece of creative will be shared millions of times online (if yours isn’t being similarly shared, and you have to resort to forcing it down people’s throats by popping your ad up suddenly in place of an action replay during a cricket match, there’s something wrong).
Now we know every year what wins at Cannes, we know what bags a Clio, we know what will be talked about in creative circles, and we know which campaigns are going viral globally. And they are very, very good pieces of work. To produce work like that, we have to learn what everybody else is doing, how they are doing it, and we will have to implement it – not just talk about it. I have been in countless meetings in Pakistan where I have been asked to make ads of the same high quality that “the Indians do”. But when the time comes to make that ad, the brand is more concerned with what colour dupatta the model is wearing – simply because by that point the concept has been watered down to the attraction level of a tax form.
People are not winning awards by choosing dupatta colours. They are winning by creating billboards that make water out of air, by making TV commercials that get shared 50 million times, by making a boy on a billboard follow a real airplane in the sky; by generally doing ground-breakingly new work that makes everybody go “wow”.