Vaisakhi Bharucha, senior creative director of OgilvyOne Worldwide Mumbai, was invited to be a part of the jury of 80 creative directors at Caples 2010. The judging process took place in New York on November 4 and 5, 2010.
Caples is a 33-year old award ceremony, which honours the best of direct and digital creativity worldwide.
In a note to Campaign India before her departure to New York for the judging, Bharucha said, “It’s exciting to be invited to Caples and I look forward to meeting and bonding with some of the best brains in the industry while scrutinizing the innovative work from across the world.”
The note also said: “The work is evaluated on the idea and how it relates to the problem. Other award shows factor in strategy or results (all nice to haves in Caples, but not mandatory). To become a Finalist, each individual entry must be vetted by a triumvirate of creative peers during 2 successively-eliminative judging Rounds. For the Final Round, the Finalists are numerically scored for copy, for art and for concept, by 2 separate triumvirates of International Judges. The cumulative total of the 6 individual Creative Directors is decisive. If no Finalist reaches the preset score for a prize level, no prize is awarded. If two or more reach the same prize-level score in the same category, there will be multiple winners. Thus, a category may have several Silver (2nd), prize winners, say, without a Gold (1st), etc. etc.”
She said she also looked forward to the exchange of opinions and different points of view around work, talks about the industry, as well as a Creative Directors Forum that would cover a planned discussion about the burning issues, challenges and opportunities facing creative people in the marketing industry.
The winners of Caples 2010 will be announced on December 13, 2010.