Borja Borreo, Interbrand Madrid
Trying to define the boundaries between Advertising and pure Design entries was a hotly debated topic. I think part of the jury was misled by the power of some good ad campaigns (tactical and short-time led ideas) that had not much to do with pure design thinking (long-term concepts & ideas). The category still needs to be defined properly and I think it is too broad, though I did find it especially interesting because of that. We had to deal with so much stuff; packaging, typography, digital & motion, videos, installations, apps, retail spaces, posters, annual reports, stationery, corporate identity, etc. It was an amazing opportunity to see such a variety. Notable trends were a taste for simplicity and ideas that worked seamless across different media – good storytelling brought to life in a simple but meaningful way.