1. What creative trends did you identify during your jury evaluation of creative works?

Brands being braver in expressing opinions and taking a stance. Hope this continues!

2. Have you detected signals of creativity that may gain significance in the future?

Big global and political themes kept popping up: Climate change/sustainability and the Ukraine War being very prominent.
Seeing creativity, clients and the ad industry being brave enough to lean into big, challenging and sometimes risky topics to inspire change is something I hope to see even more of in the future.

3. In your perspective, what essential value appeared to be lacking?

Looking through the work especially from an ADC*E perspective: Some entries lacked art directional finesse. Being the ADC*E a Gold has to not just be a brilliant idea but also look sh*t hot.

4. How would you explore the potential contributions of local creative cultures and languages to the ongoing creative discourse based on your observations in the jury assessments?

It was invaluable to have a jury from the different countries being able to add cultural nuance and local knowledge. A deeper understanding of local context makes something that is already a great idea even better.