D&AD / Iain Tait, Mark Porter, Priya Prakash, Kate Stanners
Google Creative Lab's executive creative director, founder of Mark Porter Associates, founder of Designing for Social good and Saatchi & Saatchi London's creative partner share their take on the work they have been judging D&AD
Iain Tait believes the work in this year's Digital Advertising category at D&AD has reached a level of maturity, and 'the overall quality is higher than ever', but there lack outstanding examples at the top end of the executions.
Tait attributes the improvement in quality to the accessibility and variety of tools, with platforms like YouTube and Twitter offering the potential to create a smart campaign with simply a great idea, but almost no technical knowledge.
However, the category contains an impressive variety of work, stretching from smart ideas executed relatively simply to massive executions involving technological design and software development, such as Nike FuelBand.
D&AD judging takes place at Olympia London this week, with over 200 top design and advertising creatives deliberating over the Black, Yellow and White Pencils.
Yellow Pencil nominations and In-Book prizes will be announced on Wednesday and Thursday, and Pencil winners will be announced at the award ceremony on 12 June.