Shouvik Prasanna Mukherjee

Chief Creative Officer, Asia Pacific / EVP Global Creative Innovation  | Golin

I'm hunting for ideas that don't mirror reality‚ they bend it. Work that transforms divides into dance floors, turns friction into fuel, and makes business the unexpected hero of social change. Show me creativity that doesn't just open doors - it builds new rooms entirely.

The brave are getting braver. I'm seeing brands shed their corporate armour to become cultural activists. AI isn't replacing humanity - it's amplifying it. The best work now feels less like advertising and more like starting necessary fires. Purpose isn't a checkbox anymore - it's the entire playbook. And these awards matter because great work dies in darkness. These awards aren't trophies‚ they're signal flares showing others what courage looks like. Every winner becomes permission for someone else to push harder, dream wilder, and turn "that's impossible" into "watch this." We are not just celebrating campaigns - we are architecting tomorrow's creative courage.

Irene Kugelmann

Chief Creative Officer | DDB Germany Group

I love seeing surprising work. Being inundated with content left right and center everyday, makes communication that stands out in a surprising way a real joy to see. This is where craft plays a vital role for me: A great idea, an amazing execution and a point of view still remain the points that make work matter. AI has us all at the edge of our seats, but there is a universal truth to communication: A shitty story stays shitty even when enhanced by the powers of AI.

Targeting is the death of experimentalism in communication. Therefore it's quintessential to award work that breaks the mould of the expected.

Deirdre Waldron

CEO | TBWa\Ireland

I'm really looking for work that stand out because they're smart, well-crafted, and genuinely creative‚ stuff that makes people stop and take notice. It's important that the work feels fresh, is built on real insights, and actually works across whatever channels make sense. At the end of the day, I want to see ideas that raise the bar for creativity and effectiveness, and that people in our industry will still be talking about long after the awards.

There's a real push for authenticity and relevance at the moment, and the best campaigns feel less like traditional ads and more like experiences or conversations people actually want to be part of. These awards are important, because they celebrate that kind of innovation and set a benchmark for what great work looks like in our industry. Plus sharing and celebrating creative excellence helps inspire everyone to keep pushing boundaries and trying new things.

Krystle Mullin 

CCO | john st. / T&P Canada

BIG ideas (obviously!)

What stands out: The ambition & want to make real change for clients.