Jury member Dida Atassi, managing director and creative account lead for design and digital products at Accenture Song, UAE, spoke in the absence of jury president Jessica Walsh, founder and creative director, &Walsh.
Speaking about the category, she said: ‘We looked at what would we be proud to take back to the design community? What would inspire designers and creatives? And what piece is really going to show up for design in that regard?’
Ultimately, the campaign impressed the jury with the seriousness and scale of testing for the design – which went on for 10 months – and its potential for future growth, making it stand out from the other strong entries in the inclusion space. Atassi mentioned the latter as being a strong factor in the jury’s choice. ‘For us, the biggest bet was on future impact, on the evolution of the design feature and how it could possibly grow.’
