Top Tips For YourNOVA
The presentations are over and now our judges are hard at work deciding which students will take home top honours at the 2019 MullenLowe NOVA Awards. With outstanding work across all of the College’s disciplines, choosing six winners from the shortlist of 14 is no easy feat.
While they’re deliberating, we need your help to decide who will be crowned the winner of YourNOVA. This is your chance to cast your vote for your favourite piece of work from the shortlist – voting is open now until Tuesday 2nd July.
We know it’s a difficult task so to help make your decision easier, we caught up with our expert panel of judges for their top tips on choosing a winner.
Find out about the work
Many of the judges are in agreement that you should take the time to engage with each piece of work. Hannah Scott, visual artist and Central Saint Martins alumni, was named a Runner Up at the 2017 MullenLowe NOVA Awards. Having gone through the process, she wants people to give each piece the chance it deserves. “Read what’s been written about it, watch the videos, listen to the students talking and the strongest work will come through,” she said.
Carolan Davidge, executive director, Marketing and Engagement at the British Heart Foundation encourages people to look at each piece of work in depth. “You won’t be able to speak to the artists like we did, so look at what each of these pieces is trying to do.”
Rachael Steven, associate editor of Creative Review agrees: “I think it’s really important to learn everything you can about the projects. Really think about the concept, execution and the idea behind each piece as well as how it’s been presented. It’s important to consider the different aspects of a project and understand why they’ve done what they have, what their goal is and the potential impact the project could have on the world.”
Look for exploration and experimentation
“The projects that really interest me are the ones that are a bit ambivalent and explore multiple themes where there is complexity at the heart,” says Rory Hyde, curator of Urbanism and Architecture at the Victoria and Albert Museum.
“It’s hard to say without resorting to clichés, but look for truth, passion, ambition and for students who really believe in what they are doing. For me, that comes through in the work 100%,” he continued.
Understand the bigger picture
Sid Motion, founder and director of Sid Motion Gallery, and Nathan Cook, global director of advertising innovation at Unilever understand the awards present a platform for young people to showcase work that can have a real impact on the world around us. “These students have explored topics that present sustainable and environmentally conscious solutions, so it’s encouraging to see the passion and creativity they have. They’ve got huge ideas and what they want to do could have an enormous impact on the world. Take that into consideration and vote for something that’s not just aesthetically pleasing or tackles a concern you feel personally attached to, but look at the bigger picture,” says Sid.
Nathan’s tip is quite simple: “Think about work that can drive change at scale. Understand the pieces that offer a simple innovation that you can really grasp and think ‘this is going to make a really big change in the world’ and get behind that.”
MullenLowe Group global chief growth officer, Naomi Troni, agrees. “Vote for the work that surprises you and demonstrates how creativity can really make an impact on society. These students are the future so take the time to engage with their ideas, then share far and wide!”
Vote for what moves you
Laurence Green, executive partner at MullenLowe Group UK says it shouldn’t become an intellectual scoring exercise. “It’s true in art as it is in advertising – ask yourself ‘what made you think about the world differently?’ or ‘what made me think about myself differently?’. The pathway should be from heart to head rather than the other way around. Let us know what moved you, because that’s probably the great piece of art that we missed!”
Carolan adds: “All of the work is fantastic but at the end of the day, choose what you feel. Fundamentally, how you feel about the piece has to come through in your vote.”
If you take all of this into account, there’s no doubt you’ll be inspired. “Look for hope,” says Tony Spong, managing partner at the AAR. “Some of their ideas are outstanding. They’ve accepted some big challenges from previous generations which is why I’m confident that if we let them, these students will look after us in our old age.”