Tseliso Rangaka, president of the D&AD Radio & Audio jury
With the D&AD Awards taking place tomorrow and Thursday (May 26 and 27), we reached out to the chairman of the local jury for this year’s D&AD Radio & Audio jury, Tseliso Rangaka, the CCO of FCB Joburg to discuss everything related the judgment, where SA is integrated into the world creation. scene and some of the ramifications of the pandemic on the industry in general and the radio and audio sector in particular …
Thank you. It is a real honor to be invited. D&AD is high on the industry’s award list for any creative person. Leading a jury of highly accomplished creative leaders is an opportunity to learn and debate with the best.
This will be my first time in the jury room for D&AD. I have already had the privilege of judging the Cannes Lions, One Show, The Immortal Awards and of course our showcase of local African creativity, the Loerie Awards.
Great ideas inspired by the times we live in. It’s not so much the Covid-19 bandwagon that works. Although some of them are excellent.
I would like to see ideas that recognize our current reality but also go further to offer a refreshing point of view.
I think we are highly respected as an industry. Proof of this is the number of South Africans who participate in international awards as well as the many creatives who have been driven out by international agencies. We’ve generally dominated the traditional radio space, but I think it’s time we put more effort into creating campaigns that explore other aspects of sound and audio.
It’s a mixed bag of good and bad. The upside is that the signs look a lot more diverse because travel has been taken out of the equation, so price discounts can widen the net. We also get to be in many places at once instead of all huddling in a dark room somewhere cold. I also think the process itself is much more efficient. Everyone has an equal opportunity to speak. The problem is that we have lost the face to face aspect and the bond that usually develops with other judges. Oh, and the chance to travel of course.
The pandemic has been devastating in many ways. We have all suffered significant losses. In our personal life and in our agencies. There’s a silver lining, in that we’ve probably never been as connected to the world outside our buildings as we are now. We had to get some fresh air and that’s a good thing in the long run. The role of radio and audio has been elevated because the medium is so intimate. Big brands have used radio during this time to help us connect better as people.
I’m not going to name any campaigns, but I will say, great ideas that recognized our current reality and also went a step further to offer refreshing perspectives, held the jury’s gaze longer than ideas that didn’t. did not.
The past 12 months have been a lesson in what disconnecting can do to us as a species.
The work that manages to bridge the gaps between us, through insight, idea and flawless execution, is what wins in our current environment.
I always wondered why it was almost impossible to win a D&AD pencil. Now I know. The standard is extremely high and the discussions are a master class in what it takes to do the best job. I feel like I should get a certificate just for the experience.
D&AD is an educational charity that promotes excellence in design and advertising. Each year, the D&AD Awards bring together the world’s best creative work in the disciplines of business design, advertising, production and craftsmanship to be judged by more than 400 global creative leaders, practitioners and innovators.
Our categories cover the full spectrum of disciplines, from graphic design to product design, book design, magazine and newspaper design; artistic direction of writing, editing, illustration, photography, typography and animation; creative coding for UX, e-commerce and games; PR and media for social good, and much more. We have special categories for rising stars who make waves early in their careers and for side projects that are ready to start or grow.
As a non-profit organization, D&AD invests all excess prizes in education programs that help new talent thrive and pave the way for the creative industries for more diverse talent. Winning work provides valuable learning resources for students and emerging talents around the world looking to take their first steps in a creative career.