Foxglove Awards grand jurors suggest actionable steps for young agencies.
Making a case study is like fencing, it’s a noble art. Unfortunately, not everyone is as polished in this art form as they would like to believe. But do not worry.
The Foxglove Awards, India’s biggest awards for agencies 12 years or younger, from afaqs!, has you covered. We spoke to the grand jury, a team of adland’s most creative people, and soaked up insights into what agencies need to keep in mind to ensure their case studies stand out from the pile. entries.
Josy Paul, President, BBDO India
The content is ‘King’, but the context is ‘King Kong’. In 20 seconds you should be able to present the context. What is the point when the inflection occurs? How do you articulate the idea? It has to be articulated very clearly.
How you perform and amplify it has to be clearly explained with some level of emotion and cannot just be a fact. Like any viral two-minute idea, it needs an emotional angle. Humanity must come out of this.
Jury members come from different places. They have different paths. You can’t assume that how you feel about an idea is exactly how they will feel too.
The people who came up with the idea might not be the best ones to do a case study. They need to see it from an outside world. They may spell it slightly differently. Give the idea to another person. This is why they have the concept of ambassadors.
Keep editing. It’s all in the writing. The case study will live, or die, by writing.
Navin Kansal, Creative Director, 21N78E Creative Labs
Since jurors are always short of time, applications should be well packaged. Less is more. Limit the case study video to two or two and a half minutes. If you need more time to explain things, that clearly means you haven’t refined the video.
If agencies submit applications in more than one category, case studies should reflect the category in which they are submitted. Jurors are always looking for the relevance of a case study in that particular category.
Mayur Varma, ECD and Creative Lead, 82.5 Communications
The jurors go through several ideas. It is therefore crucial to have a good hook. The first 10 seconds of the case study video should excite them and make them want to watch the rest of the video.
Keep it brief and, if possible, keep the case study video to 30 seconds. Start asking questions every second after the 30 second mark. If the length is longer than two minutes, consider whether you need to send that particular video.
Treat case studies like an advertisement; a good start where you get to the idea right away, and an ending that stays with the viewer. Make your case studies entertaining and think carefully about what you’d like to leave the jurors with after the video is finished.
Mukund Olety, Creative Director, VMLY&R
Write your case study as you would a print or film. Don’t stop at the first cut, keep polishing it and keep it within two minutes. Once you’ve designed the case study video, show it to people who aren’t familiar with the job. This will give you an outside perspective.
Make sure the case study does justice to its category.
A case study cannot be a set of facts, it is a communication element and must be engaging. You have to think about how to make it interesting, as opposed to “Now that I’ve done the work, I just have to build the case”.
A case study is almost a business proposition for your agency. It is something in which you have to invest time, effort and, if possible, money. This will show the type of agency you are, to your peers and to your clients.
Azazul Haque, Content Director, Media Monks
When you create something for recognition, it should be brave, experimental, look young and stand out. Get inspired by case studies submitted for global awards.
If your work is regional and has no subtitles, you cannot connect with jurors. Make sure your idea is told simply and effectively. Also, a case study should reflect its particular category.
Sumanto Chattopadhyay, President and Chief Creative Officer, 82.5 Communications
Whether you’re writing or making a video, it needs to be crisp. Watch the case study video as a creative piece and you need to hook the audience in the first 10 seconds or people will switch and not wait until the middle of the video to get to the main point.
The jurors have so many applications to go through, and they’re exhausted and impatient. You must make the experience of viewing your case study and/or video rewarding.
Saugata Bagchi, Head, Digital and Global Content Marketing, Tata Communications
The first thing agencies should do is research the category in which they are submitting their applications. Second, they must be honest with themselves; carpet bombing (excessive entries) does not work and is sometimes counterproductive, as jurors may switch off after seeing the same entry in different categories.
Third, write the case study for the person who is going to see it, not for yourself. Finally, be authentic in terms of why the idea was conceived, what led to the brief of the idea, and whether there were any discoveries in between that led to the idea. elevation or improvement of idea and execution.
Karthik Nagarajan, Brand Content Manager, GroupM
It is important to completely internalize the criteria of the award. The writing must correspond to the criteria. Most of the members of the jury do it on a voluntary basis, so they are short of time. Design your entries like this. If you have the resources, always go for a video.
Every award nomination is an elevator pitch, what you tell jurors in that short time, say it in the case study. You don’t have to write screenplays or novels, just cut to the chase. Fleas are underrated. Four fleas eat a paragraph for breakfast.
A good application is an original application. If you did a launch campaign, there is no need to market it as a cause marketing campaign. The jurors are marketers, so they know how it works.
People will underestimate the hard work you’ve done. If it’s ‘100,000’, no need to put it in millions, in terms of impact. Some campaigns are small, others large, there is no need to dress up.
Foxglove award winners will be announced on October 15, 2022.