Steve Coll’s Spikes Asia Diary: Day 2

Spikes Asia is underway in Singapore, and day two of the Direct and Promo & Activation Jury has just finished. Australia is represented by Steve Coll, executive creative director at Euro RSCG, Sydney, who writes exclusively for Campaign Brief.

This has been an awesome day at The Spikes. I feel pretty happy after a day of judging the final winners’ list with a truly awesome bunch of blokes from all over Asia.

And I’ve been impressed by the standard. Which perhaps isn’t so surprising, considering this award show covers a region that contains 60% of the world’s population. Not to mention the world’s two most dynamic economies.

Anyhow. The dramatic rise in entries has made both the Direct and Promo categories very tough, the Promo category particularly so.

As judging commences, it quickly becomes clear that metal will be hard-earned. There is good, open conversation amongst the eight judges. The debate gets pretty passionate at times, but there is also a consensus about the very best work. Although it’s tough, it’s also fair.

At the end of each category, we review the awards to ensure we have rewarded the most deserving entries – the ideas that are either brilliantly simple or brilliantly innovative. Looking at the eventual list of winners, I would say anyone who walks away with metal has had a pretty impressive result.

So, if you discover you’ve picked up at the Spikes, or made the shortlist, then fair play to you. Enjoy it. Judging by the way the rest of the region is shaping up, these things are only going to get harder to win!

Pictured: the Direct and Promo Jury take a quick lunch.