Do we really need another award show? In a time when the amount of Cannes Lion categories grow every year, when some agencies win 30 Clio's a year, when you even win awards you never heard of, it seems that the last thing the business needs is another award show.
So when my creative director Peter wanted to send in for the Tomorrow Awards, I was a bit sceptic. Until I looked at their website
. The winners are among the most innovative campaigns that already won a lot of Cannes Lions. The most prominent agencies in the world send in for it. And if you look further you see that this award is actually something new. There are no categories. And the shortlist is decided by public judges first (everybody with an interest for advertising can subscribe) and after that by the experts (so called monster judges). Even the award itself is interesting: it's made with a 3D printer. And there are only five winners every half a year. This is an award you really want to win.
That's why I was really happy to hear that the IKEA 365 campaign
was on the shortlist. And another campaign of Lemz, the KLM Live Twitter, was nominated as well. This small Amsterdam agency was there with two entries among agencies like CP&B, BBH and AKQA. Yesterday I went to the award show. And for the first time I didn't have the feeling that I was watching a marathon of people running to the stage. It was presented in an entertaining and engaging way, there were interesting speakers and the level of the winners was so high, that I wasn't even disappointed that I wasn't one of the lucky ones that could go on stage.