Blogs
The death of the award show category
So “The best job in the world” for Queensland Tourism has followed the likes of UniQlo’s “UniQclock” last year and scooped more than one Grand Prix - and its still only Tuesday. This achievement is leading to a lot of talk about the campaign picking up the Titanium and Integrated awards as well.
At the same time pretty much every jury has proclaimed that their Grand Prix winners could take the Titanium top prize (well, apart from radio) and you know what? They may be right.
The continued convergence of media and the inexorable move to integration is leading to an ever-diminishing distance between categories, which is like a sniper putting his crosshairs right on the forehead of that dying idea that “one campaign wins one category" before pulling the trigger.
Integration has put it out of its misery.
Will the next step be to place the sights on all the categories, like some award show firing squad, and kill them all, leaving just the Titanium? It may not be as far off as you think.
(I had a lot of time to think about that last night, as the air-con in the hotel sounds like a jet fighter hitting the speed of sound several times a minute.)
