Jenny Chan 陳詠欣
Jun 29, 2015

Cannes 2015: Delia Liu on judging for Mobile Lions

CANNES - Delia Liu, chief creative strategy officer at WizAd China, was on the Mobile Lions jury which looked over 1,246 entries from 57 countries together. She shares her post-judging impressions with Campaign Asia-Pacific in this exclusive video chat (in Mandarin with key points translated below).

wide player in 16:9 format. Used on article page for Campaign.

Key takeaways from Liu:

  • In the Mobile category, the jury rewarded the best work that fitted the medium’s inherently dual nature of utility and play. The idea's usefulness, and Liu's criterion was whether the mobile application or technology in question will be used by the judges themselves. There was no debate about Google Cardboard; the jury, including Liu, was very decided on it as the Grand Prix winner. Some of the Mobile category ideas are not really significantly "new-new", but the "amazing thing" to Liu is how the idea can really help people to connect with one another, and how straightforward the user experience is. 
  • Off camera, Liu shared that the Chinese entries may have been held back by cultural differences in storytelling. The Chinese tendency to lay out all the details of the background, explain the history and even logistics involved in the piece of work before spelling out the insight and idea, was its own worst enemy during the judging process. Case in point was the Voice Donor Project which was well-regarded within mainland China, but the emphasis on the technological features of WeChat and the participation of local celebrities in producing the audiobooks did not impress the judges enough to even get shortlisted. If the emphasis was on the interaction between the voice donors and the blind, or the resulting emotional benefit, it will be a different story today, revealed Liu.

 

Hear words of wisdom from the other judges:

  • Jimmy Lam (video), vice chairman & chief creative officer at DDB China, on the Direct Lions
  • Graham Fink (video), chief creative officer of Ogilvy & Mather China, on the Titanium and Integrated Lions

 

Catch up on Campaign Asia-Pacific's Cannes coverage at campaignasia.com/cannes2015 and coverage by the entire Campaign global team at cannes.campaignlive.co.uk.

 
Topics

Related Articles

Just Published

9 hours ago

Deliveroo reviews global ad account after shift in ...

Thea Rogers has taken over from Inés Ures to lead marketing.

10 hours ago

David Henderson is WPP's first global corporate ...

Former partner with Finsbury Glover Hering tasked with establishing a new global unit for this function.

16 hours ago

Hyundai Motor, UNDP sign sustainability pact

Korean carmaker pledges to strengthen its commitment to sustainable mobility and engage with millennial and Gen Z innovators.

20 hours ago

TikTok appoints 'Safety Advisory Council' in APAC

Council to provide recommendations to TikTok on content-moderation policies and how to address issues such as misinformation and minor safety within Asia-Pacific.