The importance of awards is often debated (among the creative for example). Creative works are difficult to evaluate and in many cases the results are extremely subjective. However, the act of joining a group of professionals together to establish what piece is better than the others is fundamental for marking a road to follow for the purpose of establishing a criterion that works like a creative benchmark.
In "Los Effie" there is generally a final number of nominations that are included provided they have proven themselves to be functional and sustainable. However, I must confess that having participated as a juror in two editions, this last edition left me pleasantly surprised. Unlike a pair of years ago (when an illustrious lady told me that it didn’t matter if the campaign was creative as long as it got results), this time the grand part of the judges demanded the existence of a strategic and creative proposal for catapulting the sales of the product in question. And it’s not for the worst as the award now seeks to honor the most worthy. If there is no merit and there is only success, good for them, but they don’t deserve the award.
The same is true in all creative awards, the best is to award the cases where there is creativity and not just a good final result (judging this way provides motivation for improvement). Again, set a path and establish a new benchmark of what the union of agency and client can be.
Precisely that was also the theme this year at "el Gran APAP." They presented this union like a marriage that must be consummated in order to achieve brilliant ideas that permit extraordinary results. An invitation to renew votes of confidence and mutual admiration that unites the pair in some further licitation.
To conclude, I congratulate all those agencies that won "Effies" and "Gran APAPs." We have to stop being critical of awards and give them their place. They are important, but not transcendent. Furthermore, as human beings, don’t we deserve a night of happiness after a year of hard work? Come on! When somebody says they don’t like awards, it’s because they’ve never won one.
Below I have included the "Grand Prix" of "Gran APAP" (congratulations Circus) and the other two awards (another one from Circus and one from Pragma). Take note that, "coincidentally" it is not three "short commercials" that received the award, but three senior campaigns that demonstrate the level of what is being done in Peru and how people respond to a well thought-out creative strategy and a creative, brilliant idea that is carefully executed.