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.
The 2018 Grand Jury is comprised of Chief Creative Officers, Executive Creative Directors, Creative Directors, Art Directors, Copywriters, Executive Producers and Marketing/PR pro’s all playing a pivotal role in selecting the World’s Best Advertising® winners.
Grand Jury member, Kim Pick is a Creative Director at Colenso BBDO in Auckland, New Zealand. During her global career, she has won over 100 creative and effectiveness awards for her work, including Cannes Lions, D&AD, Effies, Midas, Spikes, AWARD and much more. But it all started with a New York Festivals Silver.
New Zealand born, Kim began her advertising career as a copywriter in Australia. By the age of 26, she was Creative Director of McCann Erickson, Singapore. She later moved to London, where she was promoted to Regional Creative Director for Saatchi & Saatchi, working across Europe, the Middle East and Africa. She was Executive Creative Director of RAPP New York, before returning home to the New Zealand industry in 2014.
New York Festivals: What are your personal criteria for choosing award-winning work?
Kim Pick: I love breakthrough work that presents a truly original idea or insight or perspective or solution – especially one that has been sitting there in front of all of us the whole time. (“Discovery is seeing what everybody else has seen but thinking what nobody else has thought”.) It feels, at the same time, both genius and obvious.
Labours of love are also hard to ignore. Achievements of sheer scale, or craft, or risk, or audacity, or at times, sheer restraint. (“Sorry I didn’t have time to write a short letter.”)
And I love work that moves you, too. To tears, laughter, joy, awe, jealousy, doesn’t matter. But to caveat that, it has to be absolutely relevant to the brand and its purpose. If you can sniff borrowed interest, or a cynical attempt at emotional manipulation, then it flips, for me, from shining metal to steaming dung heap.
New York Festivals: What was the hardest ad you ever had to create and why?
Kim Pick: There have been a few. (“It's supposed to be hard. If it wasn't hard, everyone would do it.”)
Recently, there was the campaign for the Bank of New Zealand that required us to get millions of dollars in shredded cash out of the Reserve Bank to demonstrate how much New Zealanders could be wasting in unnecessary home loan interest payments. Or the Visa Welly Beans campaign this year to create a taste-along interactive video by distilling dishes from the Wellington on a Plate Food Festival into jelly bean form. But that’s business as usual for Colenso BBDO, where beer gets brewed into fuel, and radio stations are created for dogs.
New York Festivals: In 3 words or less, what do you think about 6 second commercials?
Kim Pick: Billboards with benefits.
New York Festivals: Who gave you your big break in advertising?
Kim Pick: David Bourne, creative director at Magnus, Nankervis & Curl, Sydney (now FCB). I had just graduated, runner up, at AWARD School, and didn’t know anything. I didn’t know how competitive it was to land a creative job. Or that there weren’t many women creatives. Or that I needed a slick portfolio and an art director. All I knew was that I wanted to work at this celebrated Agency of the Year. So, I blissfully bowled up in the rain to meet Bourne, waving a soggy handful of stuck-together A4 pages of wonkily photocopied hand-drawn ideas, and proceeded to peel them apart and dry them out all over his table. I rejected his starting salary offer and argued for more. He was amused enough to hire me. My very first ad won a New York Festivals Silver.
(“All you need in this life is ignorance and confidence, and success is sure.”)
New York Festivals: If you could live anywhere, where would it be?
Kim Pick: Right now, right here in New Zealand. For the majority of my life I’ve lived elsewhere (Sydney, Singapore, London, New York…) so it took me a while to call home, ‘home’. But there is such a thriving creative industry here; a cheeky but hard-working ‘can do’, ‘why not?’ approach to getting things done, a feeling of such possibility, such talented people to collaborate with, it’s hard to beat.
(Although according to a recent online survey, with my vegetarian, recycling profile, I really belong in Portland, Oregon.)