I’m writing this from a quite comfortable and spacious economy seat, on my BA flight on the way over to London from Sydney (28K has it all – the window, the left over real metal cutlery from Premium Economy – it’s like PE only half the price).
A lovely lady called Sue is sitting next to me as I type. She’s currently watching Filth and has had a few little chuckles at the Scottish humour. When you sit next to some stranger for the better part of a day (this little trip is 22 hours short), it can either go one of three ways:
- you ignore each other – stay in your own little world.
- You talk and realise you’re going to annoy each other – very uncomfortable. Or
- you chat and realise that most strangers are nice – and you learn new stuff.
The third one normally happens for me. Anyway, we talked about a few things, and we got onto what I do for a living (…she’s a teacher).
I told her I was in ‘Advertising’, then quickly corrected my self and said, “I work for a sustainable and Ethical ad agency…we only do projects that are good for the world.”
She looked impressed – and a little confused. She then enquired, “Why are you going to London?”
“Business,” I lied.
Because how can judging White Pencil at D&AD be classed as anything but pleasure?
To be honest this trip is up as one of the highlights of my career. (I couldn’t say that to her either.) Only to be topped by winning a White Pencil – maybe one day.
I grew up idolising those people who managed to get their work in The Book, never thinking my ideas would ever be good enough to grace those hallowed pages.
Australia has been kind to this poor boy from South London, so now I return to my hometown with the honour of judging in my hands.
I can feel the weight of previous generations of the World’s Best Creatives weighing on my shoulders. And to be invited to judge the White Pencil, “Ideas that are good for the world.,” …well, to me, this is the best of the best. If an idea is good that is one thing, but if it makes real change as well, well that’s not advertising that’s action.
So, that is what I’ll be looking for. Ideas that aren’t just good, they do good.
NB:
Last week I was contacted by the team at D&AD to log on and start watching the case studies that have been entered. Like a good boy, I did as I was told. Logged on and started watching, then soon realised I need some serious time to watch them all – “We’ve had a few more than they expected” I was told later. Luckily I have a 22 hour flight to attempt to make a dent in them. James Mcavoy and Filth will have to wait for my flight back. Sue seems to be enjoying it though.
More from me soon.
Ben Akers,
Creative Director,Republic of Everyone.
White Pencil Judge.
