The Grand Jury is NYF’s front line in selecting the World’s Best Advertising®. These award-winning creatives evaluate NYF’s entries from over 100 countries worldwide and determine which creative campaign will move on to the medal round. Not an easy task. It takes experience, brilliant creative chops, and dedication to their craft.
NYF’s 2018 Grand Jury of 300+ creatives are one of the most diverse juries on the planet, with advertising creatives from over 50 countries around the globe, this jury is a powerhouse of innovation and creativity.
Grand Jury member Pål Høyer-Andreassen is a creative director and partner at Anorak Oslo, a part of the Scandinavian agency network, The North Alliance. He has done creative work for a wide range of national and international clients ranging from Diesel to Microsoft, and several of the leading national brands in Norway.
His work has been recognized at international awards such as Cannes, Eurobest etc. as well as national awards. He started out in advertising at McCann in 2007, and later at SMFB before joining Anorak where he continues to strive to create ideas that are media independent and have a holistic approach to communication and creativity.
New York Festivals: If you could work in advertising alongside any one person past or present, who would it be?
Pål Høyer-Andreassen: I would have to take one for the team and work with Donald Trump as a creative team to keep him out of politics and minimize his impact. Making sure our work is utterly unmemorable. A small step back for me, but a huge leap forward for mankind. History would thank me.
New York Festivals: What was the first ad you saw that made you say “wow!” and got you on the track to a career in advertising?
Pål Høyer-Andreassen: I was just starting out in advertising when the Tap Water project from Droga 5 came out in 2007 and I still find that to be a mind shattering brilliant idea. So simple, so efficient, not intrusive and very clever. It is also one of the first examples I saw of advertising going back to the brief and identifying what the real problem is, and then solving with that, instead of making traditional advertising.
New York Festivals: What was the hardest ad you ever had to create and why?
Pål Høyer-Andreassen: We did an international campaign for Diesel back in 2012/13 to re-launch one of their old school shoes. This was in the middle of the Nike+ and quantified hype self-era. And the shoe we were peddling was basically a piece of rubber wrapped in cotton and held together by a shoestring. Not exactly lunar mesh with build in GPS. We ended up doing a great anti-social campaign rewarding people for saying off social media while we monitored any activity on their accounts. But getting there took a lot of work and convincing.
New York Festivals: What philosophy drives your career?
Pål Høyer-Andreassen: Everything is changing faster than ever and it’s so easy to get carried away and focus too much on tech and what’s new. But, focus on what the real problem you can solve for your client and find a way to do that. If new media or tech comes into it, that’s great, but it’s just a new tool in the shed. Use it when called for.
New York Festivals: Why judge…and how do you find the time?
Pål Høyer-Andreassen: I neglect my work for a very limited period of time like everyone else, and then make a comeback after that. Judging competitions won’t create more time, so anyone saying anything else is lying or not working hard enough doing their job in the first place…
New York Festivals: What do you expect to learn this year from judging and what do you hope to bring back to your creative team?
Pål Høyer-Andreassen: Great ideas with great execution will triumph, great ideas with poor execution will suffer and decent ideas with great execution will try to seduce you when judging.
I think every great idea will try to deteriorate and fail in every step of the execution and seeing a great idea through all the way to a great campaign takes a lot of skill and effort.