DDB Group Aotearoa senior art director Josep Jover is representing New Zealand at the 2024 LIA Creative LIAisons program in Las Vegas, featuring some of the world’s most respected creative directors as speakers. Here, Jover reports exclusively for CB.
Day 4 and 5
The finale at LIA was unforgettable. Day 4 focused on the judging process of one of the LIA Awards categories; I attended the TV & Cinema and Online Film judging. Witnessing the behind-the-scenes work during judging was invaluable. I realized that the pre-judging, which occurs before the final session, is crucial, as jurors score each piece. The highest-scoring pieces are discussed the most, leading to higher awards. I appreciated how democratic the process was, with everyone having the chance to talk about the work respectfully and voting by a raise of hands. LIA members meticulously document the voting in case some pieces need re-evaluation later in the day, balancing the chances for awards. For example, a piece that almost got a gold with 5 out of 10 votes (6 to be a majority) has better chances of being upgraded to gold than one that previously had only 3 votes for gold and a lower score during pre-judging. Another key takeaway was the importance of diversity in awards shows to ensure all pieces are judged fairly. Juror Jon Chalermwong, CCO at audacity, Bangkok, offered important cultural insights on a fun ad, Krungsri FirstChoice’s “What the Fast,” which featured scooters, a key vehicle in Thai life, while Laura Jordan, Founder and CCO at Uncharted, London, provided great insights on Telstra’s “Better on a Better Network,” highlighting all the Australian regional nuances in its craft.
Favourite Pieces during LIA
From all the pieces discussed during the panels and creative sessions, I want to highlight two that truly match the craziness of Las Vegas. One hilarious idea from Germany was the first wool made from gay sheep, raising awareness for the LGBTQ+ community. Another unexpected piece from the States involved creating sexual toys resembling political American figures, delivering the message that as the government “f*s” you, you get to “f” the government.
Las Vegas Final Highlights
Winning the Wednesday pitch and workshop experience led to an afternoon at Top Golf Las Vegas, complete with a party van ride. After shadow judging, LIA organized a big event at the Encore Beach Club, featuring drinks and networking with top industry legends, and a pool (though nobody dared to jump in). Friday night, after another day of awesome speakers and learnings, we ended up in Downtown Las Vegas again, with the best moment being a spontaneous dance fight between a Las Vegas local and a LIA mentee from Mexico. An another extravagant thing from Las Vegas, giant 600 pounds pumpkins at the gardens in the Bellagio Hotel & Technology. Why? Don’t know.
And the Sad Goodbye
All the mentees were sad on Saturday. Although most of us lost at the casino, we gained friends for life over the week, with talks of a reunion next year in New York City. This has been one of the best experiences of my life, so if you’re a young creative, please pester your bosses to nominate you for the program. If you’re a boss, please put forward one of your talented minions.
