Diverse talents take the stage

Spotting the trends emerging across this year’s best entries…

When the trend is no trend, what do you have?

A really great range of ideas, craft and overall broad-ranging excellence.
At least that is the conclusion of this year’s Grand Jury at Cresta Awards 2024.
 
Among the top-ranked entries, the winners of Grand Prix and Gold honours, the range of categories in which the achievements are marked is incredibly diverse, perhaps the most yet seen at a recent Cresta.
 
A hard-nosed Social Commerce winner has come through right at the Grand Prix level with Facebook - Yes, Couch!, generating massive and valuable online engagement. At the same time as the sheer beauty of a traditional creative craft has also shone through in the Use Of Music Grand Prix for Respect, using a classic song to elicit great emotive and entertainment power.
 
Social & Influencer categories are delivering top-rated winners while Brand Purpose continues its growth, and so too Social Impact, which was a highly popular category for entrants this year.
 
And yet, Direct work in print media, or beautiful design work has held up strongly.  As shown by Dentsu’s Grand Prix winning My Japan Railway (image above) which ranges across new and old media, uniting craft excellence.  This is one triumph among many other winners that might be described as working as much in traditional as new media.
 
Take a trip through this year’s Cresta Awards winners to be inspired by just how broad the base of conceptual and craft excellence is in the global advertising communication industry.