Category Direct

1. What is Direct?
• Right idea
• Right message
• Right media
• Directly targeting the right audience for measurable results

2. The focus this year?
Ted Lim, president of the Direct Jury:
“We'll be looking for innovative business solutions: is it different? Will it make a
difference? Will it move people? Will it move business? We are not here to save
mankind. But we won't overlook something that reaffirms our faith in humanity."

3. What did I learn from being
in the shortlist jury?
• You have to have a good sofa at home

5. What did I learn from being
in the shortlist jury?
• You become a robot after 2.30h of judging
• It’s a new system, leading to a lot of debates
• Don’t forget to share context in your case
• If you want the jury to read your board,
put the copy at one spot

6. Ok. You probably know the big winners.
But what about the smaller ones?

7. Yournalist – bronze

8. Andes Bar 45 – silver + bronze

9. Give-A-Care Breastcancer

10. The Bradshaw Stain

11. Responsibly The beer

12. And finally, the Grand Prix in Direct…