Our Project Director Kiley Leong caught up with the team at Creativepool to chat through some of her most exciting projects and hopes for 2021 and beyond.
What feels unique about The Annual?
With everything digital these days, it’s wonderful to have a physical representation of the industry's best work to reference each year in a beautiful hardback book. It feels like a luxury to have something tangible to pick up to inspire creativity.
How does it feel to have won the Creativepool Annual Awards?
Absolutely fantastic, it’s an honour to be awarded amongst such talent and creativity. We celebrated remotely this year but are gearing up for another win in 2021 so we can do it in person.
Will you be entering again this year? If so, what are your hopes?
Indeed! We’re aiming for gold, of course, but also the opportunity to be recognised and celebrate great work in the flesh with our team and clients...and perhaps one or two glasses of champagne.
Can you tell us more about your winning submissions and what you think impressed the judges?
In 2019, MLB played their first-ever regular-season game in Europe between the New York Yankees and Boston Red Sox. Demand for tickets was huge, and the game sold out instantly. However, MLB understood that the true value of the London Series was about reaching new fans, therefore, we had the opportunity to create a fan festival that was not only authentic to baseball but also appealed to the cultural passion points of this new audience.
The great thing about producing brand experiences is that you get a lot of immediate feedback on the day. You understand pretty quickly whether or not you have succeeded, and so I hope that our submission showing people having a great day out and engaging with the brand did more to plead our case than any write-up could ever do.
What advice would you share with other agencies and individuals looking to grab a prize?
Go for it! Sometimes you get so ingrained in the day-to-day of a project that you forget that you’re also producing incredible creative work. It feels good to have your peers remind you of that.
How do you feel Covid has impacted the creative landscape in 2020?
The answer I’ll give is probably the same as everyone - you have to pivot! Your clients might need something new and different from you now, so that means a lot of test and learn and trying new things to do right by them. It’s exciting and scary, and I’m depending on the Annual to provide a showcase to understand all the ways our peers have navigated the last year.
What are your hopes for 2021 and beyond?
Like most people, I’m curious to see what time will bring. I don’t know what 2021 will look like, but I’m hoping that the adventurous and experimental attitude we’ve had to embody as an agency to deal with the changes of the last year will stick with us. But that we can also go back to producing live experiences with real people in the real world. We miss them!
What is your most exciting project in the next year?
Everything is exciting in the coming year! It looks like life will open up a lot more towards the back end of 2021 (oh how I hope!), and our clients are just as excited about that as we are. Getting recognition in the Annual provides our team with a reminder that, despite the isolation of thousands of Zoom meetings and late nights working alone in your flat over this past year, we’re still making great stuff and doing it together. And we’ll continue to make great stuff...and enter it in the Annual!