Over the years, Ashwini Deshpande, co-founder and director, Elephant Design, has been a part of various local and international advertising and design award shows. This year Deshpande was the jury chair of the Design category at the ABBY One Show Awards. According to Deshpande at the ABBYs it was refreshing to see work done by smaller agencies for smaller and local brands in the Design category. “This is rare in some of the other award shows. Maybe that is an edge that ABBYs has,” she observes.
Here’s what impressed her more.
How was the quality of the entries this year at ABBYs?
Most of the work was good, with some exceptions of great pieces, as always. However, in the Design category, there is always the question of what is good design? Is it the one that is most creative or is it the one that made the most positive impact on a larger set of people? A very creative work with great idea and detailing done for a small boutique would certainly bring joy to its audience. But how do we compare it with something where design is effectively used as a tool for social awareness to change some fundamental bias. There is always the balancing act to be done.
Did you have a set expectation? Did the pieces of work meet those expectations?
I always look for real pieces of work done for brands that go out with that work and see positive results on their image as well as their bottom-line (even if in the long run). Some of the work indeed exceeded my expectations. It is the kind of work that holds the torch for a brand way beyond the immediate commercial gains and wins hearts first. I am still to see a lot more of pureplay design agencies participating in ABBYs and maybe there is some awareness work to be done there.
What according to you makes for a winning work at an award show like ABBYs?
Over the years, I have seen work done by smaller agencies for smaller and local brands winning in the design category at ABBYs. This is rare in some of the other award shows. Maybe that is also an edge that ABBYs has. Smaller, independent agencies feel the confidence to share their work in these awards along with the bigger, national or international agencies and brands.
Typically, the design jury consists of people with a lot of international experience of work and award juries. So, the idea as well as craft are seen with a keen eye. We also make sure we discuss the impact.
Do you think awards likes ABBYs is a way to celebrate and encourage the next-gen? Is it really helping? What can be done better?
The evolution of ABBYs in the past couple of years is quite remarkable. There is a lot more openness to changing, adding new definitions or categories and even discarding what may be redundant. There was a town-hall meeting where everyone from the larger fraternity was encouraged to add value. I would give due credit to the core team that is genuinely trying to make ABBYs relevant for all interest groups.
A connect with students and younger designers through awards, portfolio review events and smaller focused events curated by and for the younger creative community could be some of the ways to include the next-gen.
Last year, a bunch of work put India on the top of the global creative map. What according to you does it take to set new benchmarks for Indian creativity?
I am not completely on-board with high focus on international awards to get Indian creativity endorsed. It would be great to see the likes of ABBYs become a benchmark for international awards.
Read more: Goafest 2023: What made the cut at ABBY One Show Awards this year?