We never build a campaign with award shows in mind. We do work that makes us happy and makes our clients happy. Campaigns that are geared for awards are always too deliberate, not spontaneous. There are 'tricks' but those tricks are inevitably from last year's rule book. But creative people do.
Awards are important.
They create buzz and buzz is oxygen to ad agencies. Q Tell us about the Poem spot. It is part of a series of ads for Lever Ponds. The award-winning 'Poem' spot is one in a series of three commercials. The other two are running right now.