Key takeaways from Lin:
- Digital is at the intersection of everything, and is the enabler that empowers the possibility for a brand's storytelling to merge with commerce, technology and data in a seamless way. Because of this trend, the jury saw a broad spectrum of work integrating online and offline worlds to create impactful brand experiences.
- Another trend is the confidence in using technology by entrants, she said. In the past she saw work embracing innovative technology, but this year she saw work embracing powerful brand narratives enabled by technology that is accessible and easy to use. In this way, cyber has powered not just campaigns, but also platforms, product and service design that can lead consumers to the point of transaction. That's where Cyber should go next year, she said. We need to see more commercial interactions where consumers are taken seamlessly to the last mile, and see more of brand-commerce elements, she said.
- Lin described Cheil Worldwide's 'Look At Me' that got a Gold Lion as "emotional digital" and also credited the marketer (Samsung) for continuously pushing for simple solutions that can help change the world.
- Once again, "the way you tell your story" came up repeatedly as a factor that affected the winning chances of China entries in particular. The next time China enters awards in a foreign language, do make sure you present your story in a way that takes into account that the jury "may or may not understand the most important cultural implications from the market", she advised.
Hear words of wisdom from the other judges:
- Yanyan Yang (text), creative director of Baidu, on the Cyber Lions
- Jimmy Lam (video), vice chairman & chief creative officer at DDB China, on the Direct Lions
- Kitty Lun (video), chairman and chief executive officer of Lowe China, on the Press Lions
- Delia Liu (video), chief creative strategy officer at WizAd China, on the Mobile Lions
- Anna Chitty (video), managing director of PHD China, on the Media Lions
- Johnny Tan (video), chief creative officer of BBH China, on the Design Lions
- Graham Fink (video), chief creative officer of Ogilvy & Mather China, on the Titanium and Integrated Lions