The summer brings one of marketing’s busiest awards seasons, and the categories are constantly evolving with the ever-changing channels, technologies and innovations that help us as marketers craft better campaigns.
But are the categories evolving fast enough to keep up with the industry? Speaking with The Drum, Izz shares the award category and winner that he would love to see:
"The summer brings one of marketing’s busiest awards seasons, and the categories are constantly evolving with the ever-changing channels, “In the panicked race to capitalize on the surge in public interest around AI, this award goes to the brand that has managed to coin an AI-adjacent term that’s not objectively dreadful. Amid the maelstrom of hype, marketers seem unable to resist the urge to deliver brand-centric plays on the ubiquitous initialism. Whether it’s ‘Putting the EI into AI’ or ‘From Artificial Intelligence to Actionable Intuition’, these are generally both painful and pointless. My winner for this award for 2024 would be (quite improbably) Lunchables, with its ‘AI v KI’ campaign (the ‘KI’ standing for ‘Kid Imagination’). Capitalizing on the boundless creativity of children, the brand offered the prompt to both kids and an AI to “imagine a mozzarella stick or pretzel twist as something fantastical”. The best designs were showcased online, the winning designer becoming the brand’s ‘Head of Imagination’. Cute, relevant and optimistic.”
