Is it the end of the world as we know it? Or is it a brave new world? Debbi Vandeven, global CCO at VMLY&R and D&AD Jury President for Experiential, talks excellence from D&AD Awards judging, and looks ahead to the future of technology-led experiences, live streams, and augmented realities.

The jury president begins by talking about the fact that some aspects of experiential projects – such as bringing really large crowds together or touching screens en masse – are unlikely to happen again imminently. Vandeven is keen to look at the impact of campaigns. “If you’re going to do a piece of work, especially in public service, we’d like to see that it actually makes changes rather than just doing a piece to let people know about a problem,” she says.

Vandeven also highlights the often-overlooked craft aspect of experiential advertising, citing the incredible work on the Grave of Thrones experience by DDB Sydney on the positive side, and on the negative the use of plastics in the otherwise ingenious Glade campaign.

The jury president emphasises the importance of a diverse jury and maintaining diversity in the industry at a time when many companies are suffering financially. She points out that when addressing universal topics in advertising, a range of voices can ensure that the work is relatable to all. “There were many times in my career that I was the only female in the room, and being in that position you have a fear of failure and you’re very conscious of the generation behind you,” she explains.” If you fail, what will that do to the next generation of women in the industry?”

Created in partnership with Adobe