Last week, one of eight pre-selection Cresta Awards juries met in our agency in Zagreb where a selection of categories in Cresta’s TV/Cinema/Digital competition were judged. Other cities including in the process are: Bangkok, Budapest, Casablanca, Madrid, Oslo, Tel Aviv and Toronto. The Cresta Awards were launched in 1993 by Creative Standards International, in partnership with the International Advertising Association. Cresta stands for Creative Standards, explaining the goal of the competition, to honor an absolute standard of creative excellence in the international advertising and marketing communications industry.
Entries are being judged on the basis of two criteria only: the originality of the creative idea and the quality of its execution. The entries are judged by creatives and a two stage evaluation process is be used. All entries are screened by a number of international pre-selection juries.
This pre-selection process results in a short-list of finalists that are then submitted to an International Grand Jury of expert creative directors, film specialists and graphic artists. Short-listed Interactive entries are be judged by a separate Grand Jury of Interactive experts. The votes of the International Grand Jury determine the eventual winners.
Pre-selection juries usually number 100+ members. Except for the Interactive competition, sessions are organized by host cities and local creatives are invited. Cities and juries vary every year. The Cresta Grand Jury, which is a permanent jury, is comprised of 69 members from 41 countries. The shortlist is sent to each member who judge the entries in their own time. There are no discussions, no politics and this results an emphasis being put solely on creativity.
The jury members we hosted were: Iva Babaja (Unex Group), Boris Belak (Luminus Creative), Vanja Blumenšajn (Imago Advertising Agency), Denis Kovač (Bunch), Igor Mladinović (McCann Erickson), Martina Pavić (Grey Worldwide Zagreb), Tanja Škorić (Bruketa&Žinić OM) i Miran Tomičić (Bruketa&Žinić OM).